Lifeist Wellness’ Mikra partners with ASICS Runkeeper app, Race Roster

Lifeist Wellness (LFSWF) announced a strategic partnership signed May 26, 2025 between its wholly owned subsidiary Mikra Cellular Sciences and two fitness platforms: the globally recognized ASICS Runkeeper app and premier North American race registration platform Race Roster. This collaboration represents a significant milestone in Mikra’s Mind-First Movement by directly engaging athletes actively seeking mental clarity, focus, and endurance to enhance overall performance. In June, Mikra launched an exclusive program of fitness Challenges within the Runkeeper app, reaching the platform’s U.S. community of dedicated runners and fitness enthusiasts. This Challenge combines goal-driven activities with personalized performance insights and seamlessly integrates Mikra product education. By leveraging the established user bases of the Runkeeper app and Race Roster platforms, Lifeist anticipates accelerated customer acquisition while reducing traditional marketing costs associated with broad-based wellness advertising. The Race Roster platform creates a direct connection between Mikra and runners during event registration, reaching highly motivated athletes at a crucial point in their endurance journey. This partnership allows Mikra to integrate brand messaging, product promotions, and performance-focused content into selected event registrations, driving enhanced digital engagement and improved conversion rates.