Amp (brand)

Amp is a home fitness brand developed by AMP Fit Inc., a New York-based company founded in 2021 by Israeli entrepreneur Shalom Meckenzie. The company produces an AI-assisted strength training device that features a single-arm resistance design to "personalize" workouts in real-time.
amp requires a US$23 monthly subscription to access guided workouts, AI-based resistance adjustments, and workout performance tracking.

History

Meckenzie, who previously founded sports betting software provider SBTech, launched amp as an expansion into the fitness technology sector after SBTech merged with DraftKings in 2020.
The company introduced its "AI-powered strength training" device and began accepting pre-orders in October 2024, with shipments planned for early 2025.
In January 2025, amp was showcased at the CES trade show.
In February 2025, amp announced that customers could pre-order using health savings account and flexible spending accounts.
In March 2025, amp installed its first 10,000 units in California, Florida, New York and New Jersey.