Finnish company HUR has announced the launch of VOA Fitness, a new brand that will bring its pneumatic resistance equipment from medical and rehabilitation settings to the gym.
VOA Fitness is targeting commercial gyms, wellness facilities, and other fitness operators with a connected strength-training platform built on technology HUR has developed over more than three decades.
The launch comes as strength training continues to gain prominence across the fitness industry, particularly as a tool to support longevity, functional health, and active aging.
VOA's equipment lineup includes 17 strength machines and a digital ecosystem that connects equipment, coaches, and members through personalized training data and assessments.
For fitness operators, HUR is positioning the platform as a technology-enabled alternative to traditional strength equipment, with features including digitally adjustable resistance, connected coaching tools, and a compact equipment footprint.
Industry veterans with backgrounds at Life Fitness and TRX are helping lead VOA's commercial expansion, signaling HUR's intent to establish a stronger presence within the global fitness market.