London-based esports organisation Fnatic has announced a health-focused collaboration with AI-powered fitness coaching app Freeletics.
As a result of the collaboration, Fnatic’s CS:GO team will lead The Extra Mile Campaign, an initiative aimed to improve a player’s in-game performance by implementing Freeletics’s training methods.
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Jens Hofer, Director of Fnatic’s High-Performance Unit, commented: “Modern esports performance demands so much from players both on the server and in their everyday lives.
“We’re happy to partner with Freeletics to help show the benefits of physical and mental fitness on in-game performance, not just for our top-level pros, but for everyday gamers as well.”
According to the release, the Extra Mile Campaign was designed in collaboration with Fnatic’s High-Performance Unit to ‘help gamers unlock the next level of their potential in-game and in real life’. With the assistance of Hofer, the two parties have worked together to create ‘a performance-orientated environment for the players’.
The campaign’s content will be centred around Fnatic’s Counter-Strike talent, particularly Jesper ‘JW’ Wecksell and Jack ‘Jackinho’ Ström Mattsson.
Daniel Sobhani, Freeletics CEO, added: “Continuous development and hard work towards a self-set goal is what both Freeletics and Fnatic have in common. This means never giving up, never quitting, going the extra mile to achieve greatness again, again and again. Levelling up together comes naturally and I am very excited to see how we will enable this dynamic audience to physical and mental mastery together.”
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Founded in 2013, Freeletics is an AI-based fitness and nutrition coaching application. The Munich-based company claims to be on a mission to ’challenge and inspire people to become the greatest version of themselves, both mentally and physically’. Its training methods comprise a mixture of in-game training and physical and mental exercise.
This collaboration was brokered by the German sponsorship agency SKH Sports.
Esports Insider says: It’s good to see more health-focused partnerships and initiatives emerge, especially if it’s by big and influential names such as Fnatic, or recently with Riot Games, Magic Gaming, Astralis, Misfits and MADMONQ. Hopefully, more of these partnerships continue to become frequent as promoting health, and a healthy lifestyle, unquestionably needs a higher priority in the esports space.
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