The fitness business founded by Sam Wood a decade ago has quietly adopted a new identity as it seeks to retain and attract customers amid domestic violence charges involving his wife, Snezana.
The 46-year-old former Bachelor star sold Australian Life Tech, the parent company of 28 by Sam Wood, to myDNA for a reported $71 million in 2022. He continued working with the brand after the change in ownership.
However, less than a month after parent company DBG Health ended all commercial arrangements with Wood following his arrest in Noosa, the business has completed a full rebrand, introducing the name Evvr on Instagram.
A video posted to the company’s social media accounts on Wednesday featured several prominent fitness trainers unveiling the brand’s new name and “fresh” visual identity.
“In the coming weeks, you’re going to see a new name and a fresh, new look,” Pilates instructor Alice Bennett said in the video.
“We are taking all of the magic that we have built and made here together.
The fitness empire founded by Sam Wood, 46, 10 years ago has quietly rebranded in a bid to maintain and attract customers amid his domestic violence charges allegedly involving wife Snezana Wood
“Your favourite trainers, your favourite workouts that you know and love, and most importantly, this amazing community.
“A new look, a new chapter, but with the same heart. This is evvr.”
Fitness figures Miguel La Cruz Mayeye, Jossman Holdsworth, Chloe Lorback, Max Pertzel and Zoe Klein also featured in the promotional clip.
The company’s Instagram account now carries the Evvr name and purple branding, while retaining the @28theprogram handle. Its bio describes the service as “evvr. (formerly 28 the program).”
The rebrand follows calls from Snezana’s fans for the mother of four to take over as the face and namesake of 28 by Sam Wood.
The online fitness and nutrition service was built around 28-minute workouts, meal plans and lifestyle guidance.
DBG Health, which owns myDNA, moved swiftly to distance itself from Sam, ending its commercial relationship with the former Bachelor star soon after his arrest and charges.
A number of women subsequently suggested that Snezana should take control of the business.
Less than a month after parent company DBG Health terminated all commercial arrangements with Sam following his arrest in Noosa, the business has completely rebranded and unveiled its new name, Evvr, on Instagram
The suggestions appeared beneath a recent social media post by her daughter Eve. One follower wrote: “Eve, tell mum to take over 28. I will sign up for sure if she’s the new face!”
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“I was thinking this myself. Make it a women’s only thing!! I would genuinely want to join to support the Mum and her daughters,” another person commented.
“Me too,” another user replied with clapping emojis, while a further comment read: “Yes yes yes!!!! Women working with women!!!!”
Snezana had appeared in the brand’s training videos for years, helping promote the company on social media while publicly supporting Sam’s business ventures.
The 28 by Sam Wood Instagram page was recently taken down, wiping all traces of the reality TV star following his arrest and incarceration.
Wood is preparing to make another bid for bail in the Supreme Court on Friday.
Earlier this month, he fronted Maroochydore Magistrates’ Court over the alleged offences against Snezana on October 3, with Snezana fully supportive of the charges being pursued.
Prosecutors alleged he pushed Snezana into a wardrobe, grabbed her by the throat, threw her against a wall and struck her head against the floor during the incident, which was witnessed by her daughter Eve who called Triple Zero.
When he faced court in Queensland, police prosecutor Sergeant Jeanette Grigoris noted he had previously choked Snezana in a similar incident.
On Wednesday, a video shared to the company’s social media featured a group of well-known fitness trainers who introduced the new brand and ‘fresh’ look. Pictured: Pilates instructor Alice Bennett
Sergeant Grigoris said Wood had not been charged over that alleged attack but told the court his behaviour had been ‘escalating’.
It is alleged that a row broke out in Noosa ahead of the couple returning to Melbourne, and Snezana was pushed into a wardrobe before Eve intervened.
The court heard Eve told Wood to stop shouting, prompting him to approach her ‘aggressively’ before Snezana tried to get between them.
He is then alleged to have put his hands around Snezana’s throat and forced her to the floor, where he pinned her down and banged her head, leaving her unable to breathe.
She told police, ‘This was it… my life was going to end,’ and said she thought Sam was ‘going to kill me’, the court heard.
Snezana had also told police Wood was ‘volatile and prone to angry outbursts’, and said she had to ‘walk on eggshells around him’.
Defence lawyer Mathew Cuskelly said his client suffered from severe depression and might rely on self-defence if the case went to trial.