Fitness brand 28 rebrands to Evvr as Sam Wood awaits bail
The 28 fitness business rebranded to Evvr, removing all photos of founder Sam Wood, who faces two alleged domestic violence charges.
The 28 fitness business, founded by Sam Wood, has rebranded to Evvr. The parent company DBG Health removed Wood from his role after he was arrested and charged with two alleged counts of domestic violence.
Wood founded the business in 2016 and sold it for $71 million. The brand's website and social media pages now show a new name and color scheme.
All photos and videos of Wood have been removed. Pilates instructor Alice Bennett posted a video about the rebrand.
She said the trainers, workouts and community stay the same. Only the look is new.
Wood has remained in custody since his arrest. A bail hearing is reportedly set for Friday.
DBG Health said it does not accept domestic violence in any form. Members of the business's 93,000-strong Facebook group have backed the rebrand.
- 2016 by Sam Wood
- Business founded
- $71 million
- Sale price
- 93,000-member Facebook group
- Community size
- Two alleged domestic violence offences
- Charges pending
Why it mattersBusinesses must separate themselves quickly from founders facing serious criminal charges. This protects their reputation and the trust of their members.
AustraliaThousands of Australians using the fitness app and program will continue under new branding without connection to the founder's legal troubles.
✓ Claims checked against the source and corrected before publish. checked 2 h ago
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