Absoulute Wellness launches performance division led by Mark Kerr

Absoulute Wellness on July 23, 2026, launched Absoulute Performance, a new division aimed at athletic and strength-training environments across the U.S. The Scottsdale company is betting on growing demand from schools, colleges and training centers for turnkey facilities that combine equipment, flooring, design and support.

Why it matters: - Absoulute Wellness is broadening from commercial fitness and wellness projects into athletic performance environments, a market driven by schools, colleges and training centers. - The move positions the Scottsdale company to sell more than equipment by bundling design, installation, flooring, recovery and ongoing support. - The expansion targets facilities where athlete development, recruitment and program identity can affect competitive results.

What happened: - Absoulute Wellness launched Absoulute Performance on July 23, 2026. - The new division focuses on designing and equipping performance training environments for athletics and performance markets across the United States. - The company is based in Scottsdale, Arizona. - Absoulute Performance is led by Mark Kerr, co-principal at Absoulute Wellness and former UFC and Pride Fighting Champion. - Franci Alberding, Principal and Owner, leads the division alongside Kerr.

The details: - Absoulute Performance expands the company’s existing capabilities in facility design, sports flooring, installation and services. - The division adds a dedicated performance equipment offering for athletic facilities, multifamily fitness centers, corporate wellness spaces and professional training environments. - Kerr’s background as a world-class competitor and NCAA Wrestling Champion informs equipment selection, facility design and performance-focused space planning. - The product line includes The Smashing Machine-branded half rack and power rack systems. - The lineup also includes customizable rack configurations, competition bumper plates in rubber and urethane, pro-style dumbbells, turf and athletic flooring, cardio equipment, strength machines, recovery products, and VO2 Max and metabolic testing capabilities. - Custom branding options are available. - Absoulute Wellness has completed more than 100 commercial fitness and wellness projects. - The company serves clients nationally. - The company’s current offering includes facility design, fitness and performance equipment procurement, sports flooring, installation and service. - The company says it has completed more than 100 commercial wellness projects over two decades of operation.

Between the lines: - The launch reflects demand for purpose-built strength and conditioning spaces that can support both performance goals and team branding. - Alberding said coaches and athletic programs want more than equipment alone and need integrated environments that match their programming philosophy and culture. - Naming the division after performance and putting Kerr in a leadership role signals a stronger focus on credibility with competitive athletes and program buyers.

What's next: - Absoulute Performance will pursue athletic facilities and performance markets nationwide. - The division is likely to compete for new projects as colleges, universities and high schools continue investing in training spaces. - Absoulute Wellness will continue offering integrated facility design, equipment, flooring, installation and service through the new division.

The bottom line: - Absoulute Wellness is trying to turn its commercial wellness experience into a broader athletic performance platform with a single-source offering for facilities that want both function and identity. - More information: Absoulute Wellness