The fitness empire founded by Sam Wood, formerly known as '28 by Sam Wood,' has undergone a rebranding, now operating under the name Evvr. This change comes as Wood faces domestic violence charges involving his wife, Snezana Wood. The parent company, DBG Health, terminated its commercial arrangements with Wood less than a month after his arrest.
On Wednesday, a video shared on the company's social media introduced the new brand and its 'fresh' look, featuring several fitness trainers. "In the coming weeks, you're going to see a new name and a fresh, new look," said Pilates instructor Alice Bennett in the video. "We are taking all of the magic that we have built and made here together. 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."
The Instagram account now reflects the Evvr name and purple branding, though it still uses the handle @28theprogram, with the bio stating: "evvr. (formerly 28 the program)."
The rebranding follows calls from some fans for Snezana Wood to take over the business. Comments under a social media post by Eve, Wood's stepdaughter, suggested Snezana should become the new face of the program, with one user writing, "Eve, tell mum to take over 28. I will sign up for sure if she's the new face!"
Wood, 46, sold the parent company, Australian Life Tech, to myDNA for a reported $71 million in 2022. He remained involved with the brand under its new ownership. However, following his arrest and charges, DBG Health, which owns myDNA, has distanced itself from Wood.
Wood is preparing to make another bid for bail in the Supreme Court on Friday. He previously appeared in Maroochydore Magistrates' Court over alleged offenses against Snezana on October 3. Prosecutors allege that during an incident, Wood pushed Snezana into a wardrobe, grabbed her by the throat, threw her against a wall, and struck her head against the floor, an event witnessed by her daughter Eve, who reportedly called emergency services.
According to police prosecutor Sergeant Jeanette Grigoris, Wood's behavior had been "escalating," and he had allegedly choked Snezana in a similar incident previously, though no charges were filed at that time. The court heard that Eve intervened when Wood approached her aggressively. Snezana reportedly told police that she feared for her life during the incident and that Wood was "volatile and prone to angry outbursts."