Under Armour Launches Fitness Cruise Amid High Demand for Wellness Travel

January 6, 2026

The activewear giant is partnering with StarCruises to launch a workout-driven cruise experience, following in the footsteps of Hyrox 

With not even a week into 2026, wellness tourism is already expanding beyond yoga retreats and luxury resorts, with Under Armour the latest brand to take fitness and recovery offshore.

The activewear company has teamed up with StarCruises for “Fitness @ Sea on board the Star Voyager,” which sets sail Jan. 19–23, offering guests a four-night active-lifestyle cruise that blends workouts and recovery with travel from Port Klang to Phuket and Singapore.

“At its core, Under Armour believes that performance is a mindset, not a place,” Under Armour Malaysia commercial director Samantha Lim said. “The brand exists to push boundaries, challenge convention and inspire people to train differently, move with purpose and unlock their full potential whether in the gym, outdoors or in everyday life. Our partnership with StarCruises exemplifies this mindset, showcasing new ways for guests to train, recharge and experience fitness at sea.” Athletech News