We’re Back — And Refocused: The New Chapter of Sugar Training

It’s been a minute.

Since 2023, Sugar Training has been pretty quiet, and for good reason. We took a step back to start our biggest life project yet: building our family. In the process, we gained clarity on something we didn’t realize we were losing our purpose.

Over time, the brand we once created with passion and intention became caught in the web of niche fitness trends, industry noise, and a kind of cliquey culture we never wanted to be part of. Somewhere in the hype, we lost touch with why we started Sugar Training in the first place.

But here’s the thing: stepping away gave us perspective. Real life, the kind with sleepless nights, toddler messes, and moments of joy that hit harder than any PB, reminded us that fitness has to mean more. It has to serve life, not the other way around.

So, we’re returning. But not to pick up where we left off. We’re rebuilding from the ground up redefining Sugar Training with the same grit and clarity we now bring to parenting, relationships, and growth.

What You Can Expect From Us

At the heart of Sugar Training has always been one thing: the stuff we truly love. As a small brand, we don’t have massive warehouses or slick marketing teams, we’ve got passion, purpose, and a deep connection to the products we create.

We’re not here to chase trends or tick boxes to fit a market. We’re here to create things we genuinely believe in, gear, apparel, and tools that we ourselves would (and do) use day in, day out. That’s our promise to you: we only put our name on things we stand behind with our whole heart.

We’ll be sharing more of our favorite things, the pieces we’ve worn into the ground, the products we’ve obsessed over, the things we wish more people knew about. Because when you love something enough, it shows. And we want you to feel that same spark when you use our gear.

Just as importantly, we’re committed to supporting the people and communities who train for the love of it, those who show up not for followers, but for fulfillment. Whether you’re a parent sneaking in a workout between naps, a coach lifting others up, or a crew grinding in a garage gym, we see you. We believe in you. And we want to build with you.

This next chapter is all about real love, real product, real community. We’re proud to be small, scrappy, and rooted in what matters.

Here’s to a stronger, clearer, more purpose-driven Sugar Training. Let’s get to work.

– The Sugar Team