The fitness company formerly known as 28 by Sam Wood has undergone a rebranding less than one month after cutting ties with the founder amid domestic violence allegations. The business, which Wood established around a decade ago, has adopted the new name evvr as it seeks to move forward following the legal controversy surrounding its former figurehead.

Parent company DBG Health ended its commercial relationship with the 46-year-old former Bachelor star on October 6, shortly after his arrest and charges related to an alleged domestic violence incident involving his wife, Snezana Wood, in Noosa. Wood denies the allegations and has expressed his intention to contest the charges.

In a video posted to the company’s Instagram account, a group of trainers introduced the rebranding and reassured members that the program’s core components—including workouts, recipes, and community engagement—would continue uninterrupted. Pilates instructor Alice Bennett stated the change would bring a “new look, a new chapter, but with the same heart,” while emphasizing the retention of familiar trainers and programming.

The video also featured trainers Miguel La Cruz Mayeye, Jossman Holdsworth, Chloe Lorback, Max Pertzel, and Zoe Klein. The company’s Instagram handle remains @28theprogram, but the visual identity and branding have been updated to reflect the evvr name, featuring a new purple color scheme. The biography now references the brand’s decade-long focus on fitness, nutrition, and healthy living, and notes its former identity.

Documentation from the Australian Securities and Investments Commission shows that EVVR HEALTHCARE was officially registered as a new business name on October 22, one week prior to the public unveiling of the new branding. This formal registration marks part of the company’s broader effort to stabilize and redefine itself following several weeks of disruption.

Wood sold the fitness empire in a transaction valued at $71.2 million in 2022. Since the charges against him became public, various commercial partners and public figures have distanced themselves from both Wood and the business. The rebranding aims to allow the company to continue operating independently of its former founder’s personal controversies.