LARKSPUR, Calif. — FitVine Wine, a prominent wellness-focused wine brand, has been named the official wine sponsor of Life Time Pickleball through a new partnership with Life Time (NYSE: LTH), the country’s leading healthy lifestyle brand. The collaboration aims to integrate FitVine’s zero-sugar, sustainably crafted wines into Life Time’s expanding lineup of premium social and wellness events nationwide.
The agreement brings FitVine into Life Time athletic country clubs across the U.S., with activations planned for select Pickleball Classic tournaments and Afterglo social events. As pickleball gains momentum as a popular recreational sport, Life Time continues to invest in advanced court facilities, social leagues, and wellness-centered programming to support its active member base. The partnership with FitVine adds a new dimension to these experiences, offering members a health-conscious option for celebrating competition and community.
“This partnership is about balance—living actively and enjoying a high-quality wine that aligns with a wellness lifestyle,” said Steven Acosta, winemaker at FitVine. “Life Time provides the perfect environment to share our better-for-you wines with a like-minded audience.”
Under the sponsorship, Life Time members will have access to exclusive wine tastings, immersive events, and post-match celebrations. FitVine’s recognition as a Certified B Corporation underscores its commitment to sustainability, ethical production, and delivering products that support both enjoyment and health.
“Life Time is dedicated to offering our members products that enhance their healthy and social lifestyles,” said Kelly Warner, Vice President of Partnership Marketing at Life Time. “FitVine’s zero-sugar wines are a natural fit for our community and elevate the pickleball experience.”
In addition to event-based activations, select FitVine varieties—including Chardonnay, Pinot Grigio, and Cabernet Sauvignon—are now available at Life Time LifeCafes nationwide where regulations allow. These offerings provide members with a premium, no-sugar alternative that complements an active lifestyle without compromising on flavor or quality.
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