As confirmed by Generation Iron, the inaugural Athleticon event has been postponed until October 2021.
As initially confirmed by Generation Iron, Dwayne ‘The Rock’ Johnson and Dany Garcia’s Fitness and entertainment weekend titled, Athleticon, has been postponed until October 2021.The event which was scheduled to take place in Atlanta, Georgia this October has been postponed due to Covid-19.
The Rock and Dany Garcia have officially confirmed that they will be postponing their highly anticipated two day event which included competitions for the NPC Worldwide International Championship, panels, live performances, premieres, sport tech and more. It also featured an IFBB Pro bodybuilding show qualifier. The event was also expected to bring Hollywood stars such as Julianne Hough and many UFC fighters for a weekend of fitness and entertainment. The duo had previously been promoting the Mr Olympia show the last few years under their ‘Seven Bucks Digital Studios’ and sources confirm they had considered acquiring part of the Europa franchise from Vision Star Entertainment, operators of the Europa Games in Orlando, Dallas and Phoenix.
Georgia continues to ease lockdowns as many barbershops, gyms and businesses are starting to reopen. However, given the presence Athleticon was anticipated to set and the international attendees it was expecting to draw, the organizers decided the timeline proved too ambitious in its first year. The IFBB Pro League and the NPC which is the largest amateur bodybuilding organization in the United States have already cancelled a majority of their events and shows through the month of August 2020. The news also comes on the heels of The Olympia organizers postponing the 2020 Mr Olympia which was set for September.
Below is the official statement confirming the postponement of the Athleticon.
Atlanta, GA (May 18, 2020) – Today, Athleticon Co-Founders Dany Garcia and Dwayne Johnson announced the brand’s strategic evolution and revolutionary launch of a free interactive, multi-platform digital community, which will feature accessible and exclusive content to ignite passion and spark curiosity through the power of the brand’s athletics, wellness and entertainment pillars. The inaugural live event experience will now take place on Saturday, October 9th and Sunday, October 10th, 2021. Athleticon’s verticals will feature this preeminent digital programming throughout 2020 from Garcia, Johnson and an expansive slate of bespoke brand partners. This pioneering, entertainment-driven virtual experience is the natural next step in Athleticon’s mission to inspire people to disrupt their limits, advance their personal wellness journeys and build a foundation for their lives. Athleticon’s platforms will provide free, immersive, community-led education and entertainment built to globally unite participants through their shared passions of health and fitness.
“The idea behind Athleticon has been my vision and passion for years, to first and foremost serve a global community. Joined by an amazing number of like-minded, talented individuals and after a culmination of hard work over so many years, I am delighted to announce that we are merging the worlds of wellness and entertainment and redefining their accessibility,” said Dany Garcia. “This audience-first platform has transformed into a truly participatory, innovative community that will ignite passion and spark curiosity to achieve greatness together every single day. Athleticon is a health, fitness and entertainment movement rooted in connection and culture. We can’t wait to have you laughing, sweating, learning and staying motivated throughout the entire year.”
“The power and mission that fuels Athleticon has been driven by Dany Garcia’s unique vision, relentless passion and ability to galvanize and care deeply about the masses we touch,” said Dwayne Johnson. “I’m very proud to partner with her on such a one of kind, epic event that will reach, inspire and transform the masses. Her insight into what our community needs now encouraged us to pivot to developing a free virtual platform that motivates and ignites each and every individual. No time is more important than now to offer these resources and transform access to fitness and wellness, in such a revolutionary way.”
Athleticon’s robust slate will feature continuously-evolving, complimentary content within the spaces of high-performance physical fitness, yoga and dance, mental health and relationships, entertainment and fitness competitions, food and nutrition, and tech and gaming. Recurring series will include heart-pumping dance sessions, comprehensive cooking tutorials, lessons in amplifying peak performance and tools to maximize endurance, longevity and recovery, featuring members of the Athleticon family. The audience will have the opportunity to submit personal clips of their fitness routines and techniques to be reviewed and evaluated by the Athleticon pros.
From exploring unique new approaches to cognitive health with tips and tricks from top experts in the field, to taking a “Mental Minute” to reflect and recharge, the digestible, short-form, no-fee content will be accessible for fitness and wellness enthusiasts of all levels. The multilateral fitness movement will be strategically amplified across Athleticon’s website, social channels and global digital touchpoints and provide the Athleticon community with the resources to engage with an entirely customizable and personalized experience. The brand, anchored in Garcia and Johnson’s inclusive, audience-first ethos, will bring together tribes of all kinds to be entertained, inspired and achieve greatness together – every single day.
Fitness and bodybuilding fans will have to continue to wait and see if the Athleticon will be the next big event in the industry.
Header image courtesy of Instagram