Lifepro Fitness, the Eatontown based home fitness and recovery brand, has officially broken out of its direct-to-consumer roots, announcing a major national retail expansion that places its bestselling Waver Vibration Plate on the shelves of 1,728 Target stores across the United States, along with a listing on Target’s own website. For a company that built its entire business online, the deal marks the first time any Lifepro product will be available through a mass national retailer, a genuinely significant milestone for a brand that started with just two friends trying to solve their own recovery problems.
Lifepro’s origin story traces back to 2017, when founders Joel Gottehrer and Abraham Brach, both athletes, suffered severe, career disrupting ACL injuries within months of one another. Frustrated by how difficult it was to find accessible, affordable, and genuinely high quality rehabilitation equipment on the market at the time, the two friends decided to build their own health and recovery ecosystem entirely from scratch, a mission that has since grown into a full home wellness brand spanning far beyond the injury recovery space that first inspired it.
The company has built its reputation primarily around low impact physical therapy, recovery, and home wellness equipment, and it has earned recognition as America’s number one brand for whole body vibration plates specifically, technology designed to boost circulation, ease chronic joint pain, and help rebuild muscle tissue. Beyond vibration technology, Lifepro’s broader product catalog spans a genuinely wide range of wellness categories, including advanced recovery tools like red light therapy devices, portable infrared saunas, sauna blankets, cold plunge ice baths, and targeted massage guns. The company also offers low impact cardio equipment, including under-desk ellipticals, mini treadmills, and balance trainers, alongside strength training gear like adjustable dumbbells, heavy duty resistance bands, and high density foam rollers, giving customers a genuinely comprehensive at-home wellness ecosystem rather than a single standalone product line.
The product now heading into Target stores nationwide, the Waver Vibration Plate, has already built a genuinely substantial track record in the direct-to-consumer market, having sold more than 3 million units and accumulated thousands of five star reviews according to the company. Priced at $199.99, the platform is designed for users of every fitness level, using powerful oscillation to deliver whole body vibrations reaching up to 720 vibrations per minute, engaging muscles throughout the body while improving blood circulation and supporting lymphatic drainage. Beyond its core vibration technology, the platform features a non-slip surface, an LED display, multiple training modes, and 99 individual speed settings, and it ships complete with a remote control along with both loop bands and resistance bands for users looking to combine vibration therapy with additional resistance training.
Joel Gottehrer described the Target rollout as a genuine milestone for the company, framing the expansion as a direct extension of Lifepro’s broader mission to make effective fitness and recovery solutions considerably more accessible to everyday consumers. He noted that the company’s goal since its founding has centered on positively impacting the wellness journeys of millions of people through genuinely innovative, easy to use products, and he pointed to the Target expansion specifically as an opportunity to introduce both the Lifepro brand and the broader benefits of whole body vibration to a considerably wider national audience than the company’s direct-to-consumer model alone could ever reach.
Lifepro’s move into Target also fits within a broader, genuinely notable pattern of New Jersey based consumer brands expanding into major national retail chains this year, joining companies like Day Out Snacks, Mama’s Creations, and Edible Garden, all of which have similarly expanded their own retail distribution into stores like Target and Walmart in recent months. Taken together, that wave of expansion reflects a genuinely strong moment for New Jersey’s consumer products sector, one where locally founded brands are increasingly proving capable of scaling from online only operations into shelf space at some of the country’s largest retail chains. For Lifepro specifically, landing a spot in 1,728 Target locations gives a company built out of two friends’ shared recovery struggle a genuine national platform, one considerably larger than the online storefront that first carried the Waver Vibration Plate to its initial three million units sold.
