Behind the brand: Hyperice

by Lexie Taylor | Growth Marketing Manager

May 11, 2021

In traditional fitness culture the rhetoric was centred around pushing past your limits and striving to achieve more from workouts. But there has been a significant shift in recent years.

Fitness enthusiasts everywhere are recognising that recovery is an indispensable requirement of an effective fitness routine. More of us are listening to our bodies, resting up and replenishing when we need to, and feeling infinitely better for it!

Hyperice have long appreciated this lesson and are on a mission to help the world move better.

Hyperice are the global recovery technology leader, specialising in vibration, percussion, dynamic air compression, and thermal technology. Their products are used by the most elite athletes, professional sports leagues, and teams to optimise player performance.

This week, Anthony Katz, Founder, and Michael Ricatto, Director of Marketing, EMEA, share the story of how Hyperice became the world's leader in recovery and movement enhancement technology.

Describe Hyperice in one sentence.

Anthony: Hyperice have been the leaders in recovery technology for over 10 years, designing and manufacturing products that support better movement.

What is the story behind Hyperice?

Anthony: About ten years ago, I set out to create a design driven brand that would focus on improving athletic performance by enhancing the athletes’ ability to recover faster from training or competition. At that time, athletes were not really implementing technology into their recovery - they were mostly doing things like ice baths, manual massages and icing their joints.

The technology that was being used back then was more for injury rehab and came in the form of medical devices that were thousands of dollars and mostly administered by the training or medical staff—not the athlete.

For the brand to work, we needed to create a suite of products that would be innovative, user friendly, portable and accessible to as many people as possible. We needed to democratize recovery technology by putting technology in people’s hands and empower them to take care of their own body in new and better ways. 

We can’t wait to showcase your Hypervolt, Hypervolt GO and Normatec 2.0 Leg systems at Situ Live. Can you tell us a bit more about these particular products? 

Michael: The Hypervolt delivers a symphony of power, performance, and variability. Designed to accelerate warmup and recovery, the Hypervolt uses QuietGlide™ technology to deliver three speeds of rapid percussion almost silently. The quietest percussion massage device you can find is now fully connected for automated use within the Hyperice App.

While the Hypervolt GO is our most affordable percussion massage device, complete with all of the features you need and nothing you don't. Ultra-lightweight at 1.5 pounds and 30% smaller than the Hypervolt, the GO is ready to provide relief wherever you roam.  

Then you have the Normatec 2.0 Leg System, which uses dynamic air compression and patented Pulse technology to flush out soreness and bring oxygenated blood to the part of the body furthest from the heart.

Could you tell us a bit more about your research and development process?

Michael: Hyperice have always been a business that has thrived on continuous research and development of our current product ranges and is always looking for innovative ways to support better movement, for everyone on earth. 

You’ve got a huge fanbase of elite athletes and sports teams, but why should the ordinary consumer invest in Hyperice technology? 

Michael: We work with some of the best athletes, leagues and teams in the world, but our mission is much more simple. We want to help everyone move better and believe the quality of life is intimately connected to movement.

It was clear that if the products were pro-athlete approved anyone who is active—across any age, sport category or skill level—could benefit from percussion, vibration, compression, and thermal technologies.

That said it was important that we were a technology and design driven company. Hyperice had to own the IP for all products and technologies, and we would build everything from the ground up ourselves.  

Each of these products will be demonstrated live at Situ Live. How important do you think it is for people to be able to experience your products first-hand?

Michael: Essential. We accomplish this through a diverse network of partners including professional athletes and brand ambassadors, physical therapy, spa and hospitality, gym and fitness, retail and professional team and league partners.