Under Armour is the latest brand to jump into fitness tourism, partnering with StarCruises to launch a fitness focused voyage called Fitness @ Sea. The cruise is designed as an active lifestyle trip that combines workouts, recovery, and travel across multiple destinations.

This is part of a bigger pattern. Hyrox has already announced its own cruise concept, and now apparel and fitness brands are treating travel as the next community layer.

Reports describe a four night voyage scheduled for late January 2026, with programming designed to blend training with the vacation experience. It is positioned as a structured itinerary, not just a ship that happens to have a gym.

A fitness cruise has a few unique advantages:

For Under Armour, it is also a brand play. It puts the logo and product ecosystem directly into a lifestyle experience.

Fitness cruises are becoming the new frontier of wellness travel. Under Armour stepping into the space is a sign that this trend is moving from niche to mainstream. If demand stays strong, expect more brands to build travel experiences as a new revenue stream and a new way to deepen community.