Buendia’s Stoik Gym is a place for bodybuilders and influencers to call home, but it’s also targeting the general fitness population as demand surges for serious strength training

Jeremy Buendia wants to create a place where hardcore lifters and everyday fitness enthusiasts can work out side by side in the same gym. 

To make that vision a reality, the four-time Mr. Olympia men’s physique winner and Instagram star has launched Stoik Gym, a new facility outfitted with cutting-edge strength training equipment, recovery zones and communal gathering spaces. 

“This gym was designed with the professional bodybuilder, the fitness enthusiast and even the weekend warrior in mind,” Buendia told Athletech News. “We wanted a place that could welcome all levels of people passionate about strength training and recovery.”

With Stoik gym, Buendia is also hoping to create more opportunities for bodybuilders and fitness influencers to have ownership stakes in gyms. 

Not Your Average Gym

Located in Buendia’s hometown of Roseville, California, the first-ever Stoik Gym features top-of-the-line strength training equipment from Skelcore, a recovery room with a sauna and cold plunge, and a community lounge area that includes a kitchenette. 

Buendia hand-selected each piece of equipment, along with the layout of the entire facility, he says, optimizing every detail, including where to place mirrors for maximum feedback on form. 

Inside, lifting junkies will find a range of equipment Buendia says they “can’t get anywhere else” in Northern California, including free weights, plate and pin-loaded machines, and more advanced pieces such as a bent-over linear row, assisted Nordic hamstring curl and standing leg curl, among others. All the gym’s equipment is exclusively provided by Skelcore, a fast-growing brand based in Miami that partnered with Buendia to create the concept. 

“I’ve had the privilege of traveling the world, working out with the best trainers and in the best facilities,” Buendia explained. “When it came time to outfit the gym with the best in strength equipment, we decided to go with Skelcore. Their product range, quality and ability to satisfy all of our needs made it an easy choice.”

Stoik Gym — pronounced like the word “stoic” —  is an intense place to train, which is just how Buendia wants it. 

“Something I’ve made clear to the members who come in is that we’re a bodybuilding-friendly environment (and) we’re a content-creation environment,” he said, noting that influencers are encouraged to film content inside the gym. 

“There are going to be guys in here throwing around 400 pounds on the bench press and squatting 600 pounds,” he added. “You’re going to hear guys grunting.”

But it’s not all fun and filming. While Stoik is open to the general public, Buendia is serious about creating an environment that cultivates a certain type of personality he wants to represent his brand. 

Inside the Roseville facility is a prominently displayed list of “Gym Rules,” which include basics like re-racking weights and wiping down machines after use, but also more specific requirements such as maintaining good hygiene and one that reads, “Don’t come into the gym smelling like cigarettes or marijuana.”

Additionally, anyone under the age of 18 needs to maintain at least a 3.0 GPA and pass an interview, with their parents in attendance, in order to become a Stoik member. 

“I hold that standard because Stoik as a brand represents something more than just a gym,” Buendia explained. “I want people to wear ‘Stoik’ across their chest with pride as a badge of honor.”

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The result, he hopes, will be a unique community of hardcore lifters working out alongside general fitness enthusiasts, all of whom want something more than what they can find in their local big-box gym (Stoik Gym comes in at just under 10,000 square feet, which Buendia and Skelcore have identified as the sweet-spot size for a modern strength training facility). 

Memberships cost $109/month for a 12-month commitment and $129 for a month-to-month plan, although family and student plans are available at discounted rates. Stoik also offers a “creator membership,” priced at $399, which allows members to create content with a videographer. 

Stoik Gym officially opened to the public around three weeks ago, and so far, the response has been just what Buendia envisioned as influencers, bodybuilders and everyday people (of a certain mindset) train together.

“The amount of exposure and free marketing we’ve gotten in the first (few) weeks — not just because of my name and my following, but because of the other influencers that are in the gym posting content — is crazy,” he said.

Expansion on the Horizon

Looking ahead, Buendia is thinking bigger than just one location. The brand is actively exploring expansion opportunities across the U.S. and potentially internationally. For upcoming gyms, Stoik plans to offer minority ownership stakes to bodybuilders and fitness influencers who want to have equity in a fitness business of their own.

For Buendia, this mission is as personal as it is professional. He noted the all-too-common phenomenon of pro bodybuilders wondering what to do with their lives after their career wraps up (for some, this realization happens mid-career). 

“We want to create opportunities for bodybuilders, or other fitness enthusiasts, to have a career beyond the stage,” Buendia said. “If there are any bodybuilders out there looking for an opportunity that’s lucrative, reach out to me or the Stoik team.”

This spring, the Putnam County baseball team began using electronic communication from the dugout to its catcher.

The Panther catcher wore an AirPod 2, and PC coach Chris Newsome used the live listen feature on an iPad, which was connected to the AirPod 2 via Bluetooth, to call pitches, relay bunt coverages, and more.

“When I looked at all of our options like signs, wristbands, etc., the technology option kept coming up as the most beneficial and in many ways the easiest coach-to-catcher communication option,” Newsome said. “Signs can be stolen, wristbands can be hard to read and are susceptible to weather and/or sweat and dirt. The AirPod Pros and an iPad gives us the ability to speak directly to the ear of the catcher and not be limited to the name of a called pitched or pickoff like certain systems.”

The National Federation of State High School Associations (NFHS) approved the use of one-way communication with the catcher in July 2023 and it was implemented for IHSA baseball and softball for the 2024 season.

“I like that the NFHS and IHSA allow for this,” Newsome said. “I’d be in favor of expanding some sort of technology to include the pitcher and even position players down the road.”

IHSA Assistant Executive Director Matt Troha said IHSA officials have not received much positive or negative feedback about the one-way communication from coaches or umpires.

“Anecdotally from watching regular season and state series contests, we know that many teams did utilize them,” Troha said. “Given that, we feel that the implementation was a success.

“I believe most coaches are open to exploring the use of technology or rule changes if they believe it makes the game better. I also believe that there is an expectation that as different rules or technology are implemented at other levels of sport (collegiate and pro), many are likely to trickle down to the high school level at some juncture.”

Given that one-way communication was successfully implemented in baseball and softball and the NCAA approved the use of helmet communication at the FBS level, will other IHSA sports soon be using such devices?

“One-way communication is dictated by the NFHS rulebooks and we are not aware of any national rule committees that are currently considering that,” Troha said.

Troha said the use of one-way communication in football has been discussed at the national level.

“I believe there is universal concern about how it would/could fundamentally change the sport if quarterbacks were coached throughout the entirety of the play,” Troha said. “The NFL obviously utilizes a system where they shut off the communication devices during the play based on the play clock, but they also only have 14 or 15 games per week in highly controlled environments. Getting that technology to work and be properly enforced across thousands of high schools would be a massive challenge. Then factor in the cost and those are two significant hurdles.”

Kevin Crandall, the Illinois High School Football Coaches Association president and former head coach at Rochelle, said while the IHSFCA hasn’t polled it’s members on the issue, he feels most coaches would be in favor of communication technology.

“I think the vast majority of coaches would be for it, probably vehemently for it,” Crandall said. “The only questions I could foresee would be the cost factor for some schools. But I think it’d be something that most coaches would advocate for.”

For Putnam County baseball, the technology came fairly cheaply as the Panthers just needed to buy AirPods for $149 and ear holders for $15 to pair with an iPad the program already had.

SportsCom, which has a partnership with the IHSA, offers an annual subscription for baseball/softball communication for $425. It can be used on smart watches that a coach/player already owns or the company offers refurbished devices at a discount.

Patriot ConX offers watches for baseball/softball and football with the single watch package, which includes a coach’s command center, one player receiver watch, one case, and two charging cords, for $449.99. A five-watch package is $1,099.9,9 and a 10-watch package is $1,999.99.

CoachComm has a listen-only device that can be clipped to a player’s equipment or enclosed in an arm band for $700, compatible with all Cobalt Plus headset systems.

PortaPhone offers a coach-to-player helmet system for $795 and Quibit has a device that’s mounted in helmets that receives only and can be set to any channel for $145.

Coaches and administrators around the country will see how one-way communication works at the high school level as the University Interscholastic League, which governs high school sports in Texas, has approved wearable technology such as watches, wristbands and belt packs to communicate game calls starting this fall, according to an article on Dave Campbell’s Texas Football website, texasfootball.com. There will be no limit to the number of players who can wear a device during a game. In-helmet communication is not allowed.

“It makes communication a lot better,” said Crandall, who coached Rochelle from 1994-2017. “The choices now are to bring the quarterback over and give him the play or send it in with somebody, but once in a while, it becomes a little like telephone and the play doesn’t always get in exactly like you called it. Or you can signal it in. If the coach could just talk to the player, it would make communication much easier with a lot less chance of miscommunication.”

Sports Technology Market Share

Sports Technology Market Research Report: By Technology, Sports Type, Regional

IN, UNITED STATES, August 13, 2025 /EINPresswire.com/ — The Sports Technology Market is experiencing unprecedented growth, valued at USD 18.6 Billion in 2023 and forecasted to surge to USD 89.66 Billion by 2032. This remarkable expansion, with a compound annual growth rate (CAGR) of 14.17% from 2024 to 2032, highlights the dynamic transformation reshaping the world of sports through innovative technology integration.

Key Companies in the Sports Technology Market Include:

• Catapult Sports

• PlaySight

• Whoop

• Pioneer Athletics

• Nielsen

• IBM

• Kawasaki Heavy Industries

• Intel

• HawkEye Innovations

• Wearable X

• Zebra Technologies

• SAP

• SportRadar

• STATS Perform

• Opta Sports

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Components Driving the Market Growth

The sports technology market encompasses a wide range of components, including advanced equipment, state-of-the-art facilities, and robust infrastructure. These elements collectively enhance athletic performance, safety, and engagement, while also promoting the integration of sports into societal frameworks. Modern technologies are not just improving the game on the field but are also revolutionizing how sports organizations operate and how fans experience sporting events.

AI and Machine Learning: The New Game Changers

A significant driver of this market’s growth is the increasing adoption of Artificial Intelligence (AI) and Machine Learning (ML) technologies. These technologies are becoming central to innovation within sports, enabling:

• Player performance analysis: AI-powered analytics provide detailed insights into athletes’ physical condition, technique, and injury risk, allowing coaches to tailor strategies more effectively.

• Personalized training programs: ML algorithms create customized training regimens that optimize individual athlete development, enhancing skill acquisition and recovery.

• Fan engagement: Intelligent systems improve real-time interaction, personalized content delivery, and immersive viewing experiences.

This technological infusion is setting new standards for performance and entertainment in sports.

The Smart Stadium Segment: Leading the Charge

Among various market segments, the Smart Stadium segment commands the largest share, accounting for 42.59% of the market in 2022. Smart stadiums are equipped with advanced connectivity, IoT devices, and data analytics platforms, creating an enhanced experience for spectators and seamless operations for organizers. The segment is anticipated to grow in line with the overall market CAGR of 14.17%, driven by investments in infrastructure upgrades and demand for immersive fan experiences.

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Regional Insights: North America at the Forefront

Geographically, North America dominated the sports technology market in 2022, holding a substantial 32.9% market share. The region’s leadership is attributed to its early adoption of cutting-edge technology, strong sports culture, and significant investments in sports infrastructure.

Following North America, Europe and Asia-Pacific are also witnessing robust growth. Europe benefits from technological advancements and government support for sports innovation, while Asia-Pacific’s growth is fueled by expanding sports industries, rising consumer interest, and increasing digitalization.

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The OGraf standard focuses on a modular approach enabling integration into existing packages and allowing graphics to be rendered on digital platforms, traditional broadcasts, web streams, video editing tools and more

Finnish technology companies Media Tailor and SPX Graphics have joined forces to help media organisations adopt the latest version of HTML graphics as easily and cost-effectively as possible.

The companies are working together on sales, customer project delivery, and technical support for the European Broadcasting Union’s new OGraf standard, which is expected to be officially released next month.

The OGraf standard has been driven by the EBU HTML Graphics group. It focuses on a modular approach enabling integration into existing packages and allowing graphics to be seamlessly rendered on digital platforms, traditional broadcasts, web streams, video editing tools and more.

SPX Graphics has been an active member of the EBU’s working group from the beginning and has contributed directly to the standard’s development.

“The purpose of the standard is to enable manufacturers to create compatible HTML-based systems, thereby promoting the use of modern and agile HTML graphics across various productions and environments, such as newsrooms, playout systems, and sports broadcasting. With this partnership, we’re positioned to help the industry through this transition in the best possible way,” said Tuomo Kulomaa, CEO of SPX Graphics.

SPX Graphics’ OGraf-compatible solution includes a built-in server for hosting OGraf assets, a browser-based interface for managing and controlling graphics playout, and the capability to simultaneously produce up to 20 OGraf graphics across multiple outputs, said the company.

“With EBU’s work, we’ll now have common rules and clear guidance for HTML graphics. This will significantly simplify implementation for broadcasters. Partnering with SPX Graphics ensures that our customers are equipped with solutions that fully comply with EBU’s direction while unlocking the full potential of HTML graphics,” added Markus Paul, COO of Media Tailor Group.

Stick to your vision. Support your community. Embrace your rivals—even if one of them happens to be Larry Bird.

At the Opening Keynote of the ASAE Annual Meeting & Expo, NBA Hall of Fame player Earvin “Magic” Johnson spoke on all of those themes, sharing stories from his personal leadership journey. Moving from the stage to directly engage with audience members—“I’m not a stage guy, I like to be on the floor,” he said—he took questions while stressing the importance of compassionate leadership and entrepreneurship.

As chairman and chief executive officer of Magic Johnson Enterprises, Johnson leads an investment conglomerate whose holdings include sports franchises, technology companies, financial services firms, and more. 

What binds all of those efforts together, he said, is a determination to build communities.

“I wanted to invest in the poorest neighborhoods in America, the inner cities of America, the urban communities, because not only did they need options to take their families to a great restaurant or to a movie theater, but also it created job opportunities at the same time,” he said. He discussed how he encouraged LA gang members to set aside their conflict and work at one of his movie theaters, and tailored the menu at his Starbucks investments to better attract neighborhood customers.

Johnson noted that he himself grew up poor, one of ten siblings in Lansing, Michigan, before becoming a star high-school and college player, helping Michigan State University win the NCAA men’s basketball National Championship in 1979 over Indiana State. As a professional player with the LA Lakers, he was a three-time NBA MVP and 12-time All-Star while leading the Lakers to five championships.

Johnson credited his success to mindset as much as talent. “As leaders, it doesn’t matter how we grew up,” he said. “It doesn’t matter about our circumstance. It doesn’t matter what kind of rules they put in to try to stop us from trying to do good and great things. Leaders just make adjustments. Leaders still find a way to win. That’s what leaders do. They don’t make excuses.”

To that end, Johnson regularly returned to his rivalry with Larry Bird, who regularly faced off against him as a player on the Boston Celtics. “Your competitor can make you better,” Johnson said. “All of us in here, we’re better because either your competitor or somebody that you work with has pushed you to be. And now you’re doing that for those who work with you and for you. Larry Bird made me a better basketball player.” 

Change is a constant in every industry, Johnson noted, and encouraged attendees to look at change not as barriers but opportunities.

“Change is good,” he said. “Change is hard for some of us when we’ve been doing our job a long time a certain way, but with AI and new things coming in technology-wise, sometimes we have to make a change. I’m always changing, evolving, trying to get better so I can serve my customers better, my clients, and do a good job for my partners as well.” He added that those changes are prompting him to look for opportunities to provide AI-related jobs in underserved communities. “It’s going to be important that those kids don’t get left behind because there are a lot of job opportunities there,” he said. 

Concluding his appearance, Johnson stressed the importance of being flexible as leaders. He pointed to the example of Michael Jordan, who was invited to serves as captain of the USA men’s basketball “dream team,” which won the gold medal at the 1992 Summer Olympics. Jordan deferred the role to Johnson and Bird instead. 

“Sometimes you’ve got to step back,” Johnson said. “He wanted us to lead the team, because we were older than him… When he did that, everybody had to leave their ego at the door. Five thousand people are in this room, and you left your ego back home because you’re willing to learn, pick up new ideas and new strategies.”

In his own role at Magic Johnson Enterprises, Johnson said he strives to demonstrate openness and understanding of his people, and asked attendees to do the same.

“Understand who’s working with you, and how to motivate them, how to get the best out of them,” he said.” I know who I will put that pressure on, and I know who doesn’t work well under pressure…. Being a leader is understanding your team and then always setting a strategy. I’m a demanding CEO, but at the same time I’m an understanding CEO.”

[istock/sinngern]