Implus, a U.S. company that owns a lot of brands relating to sports, fitness and footwear, has added Fuelbelt, which specializes in hydration belts and running accessories. Acquired at an undisclosed price, Fuelbelt is to be included in the specialty category of Implus, alongside Balega socks, Triggerpoint and Sof Sole. The deal integrates Fuelbelt into an offering targeted at specialty stores, through a sales force covering the entire U.S. market. Fuelbelt was established in 1997 by Vinu Malik, who competed seven times to be Ironman World Champion. Malik is to remain involved with the brand but operations should be moved to Implus in North Carolina. Implus said Fuelbelt redefined the hydration landscape with the multi-bottle belt, low-profile handhelds and high-performance accessories. Fuelbelt is the third addition to the Implus portfolio since Berkshire Partners, a Boston-based investment firm, acquired a majority in the company in May.
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