The online fitness and nutrition platform, originally launched a decade ago as a health movement centered on 28-minute daily workouts, meal plans, and lifestyle support, is now operating under a brand-new identity: Evvr. The pivot represents a concerted effort by the corporate parent company to insulate the popular workout program from the toxic fallout surrounding Wood’s high-profile arrest and ongoing legal battles.
Wood, who captured the public eye as the star of The Bachelor Australia in 2015, built a lucrative health and wellness enterprise over ten years. In 2022, he capitalized on the brand’s immense popularity by selling Australian Life Tech—the parent company of 28 by Sam Wood—to the genetics and health company myDNA for a reported $71 million. Despite the lucrative multi-million-dollar acquisition and change in corporate ownership, Wood remained closely tied to the brand as its primary public-facing figure, driving engagement, marketing campaigns, and community outreach.
However, that relationship came to an abrupt end less than a month ago. Following Wood’s arrest in the Queensland resort town of Noosa, parent company DBG Health—which owns myDNA—swiftly moved to sever all commercial ties with the reality television star. In an aggressive and immediate corporate distancing strategy, DBG Health terminated every single commercial arrangement involving Wood, leaving his name entirely stripped from the business he built.
The culmination of this corporate distancing was unveiled on Wednesday, when the company took to Instagram to officially introduce its new identity. A video shared across the platform featured a group of well-known fitness trainers who stepped forward to introduce the fresh look, new name, and next chapter for the community.
"In the coming weeks, you’re going to see a new name and a fresh, new look," Pilates instructor Alice Bennett told the camera in the promotional 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."
Alongside Bennett, a lineup of familiar fitness personalities—including Miguel La Cruz Mayeye, Jossman Holdsworth, Chloe Lorback, Max Pertzel, and Zoe Klein—appeared in the promotional clip to reassure subscribers that the core programming and trainers would remain unchanged despite the dramatic corporate overhaul.
A quick visit to the brand’s social media channels highlights the extent of the rebrand. The Instagram account now proudly displays the Evvr name paired with a vibrant purple color scheme. While the platform has retained its original @28theprogram handle to preserve its follower base, the profile’s biography has been updated to read: "evvr. (formerly 28 the program)." This follows the quiet deletion of the former "28 by Sam Wood" main Instagram page, which was completely taken down and wiped clean of all digital traces of the reality TV star following his arrest and subsequent incarceration.
The rebranding effort also arrives on the heels of intense public speculation and commentary from loyal fans regarding the future leadership of the fitness platform. In the wake of the domestic violence charges, followers of Snezana Wood flooded social media platforms with messages of support, urging the mother-of-four to step in and take over the business as its new face and name.
The public groundswell of support largely manifested in the comments section of a recent social media post by Snezana’s 21-year-old daughter, Eve.
"Eve, tell mum to take over 28. I will sign up for sure if she’s the new face!" one follower wrote.
Another user echoed the sentiment, writing, "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."
"Me too," another commenter added, accompanied by clapping emojis, while a fourth wrote, "yes yes yes!!!! Women working with women!!!!"
For many years, Snezana had been an integral part of the brand’s public image, frequently featuring alongside her husband in training videos and social media campaigns to promote the business. Her visible presence and active support were cornerstones of the brand’s family-friendly appeal, making the public’s desire to rally around her a natural extension of their long-standing brand loyalty.
While DBG Health and the team behind Evvr steer the business into its next chapter, Sam Wood remains embroiled in serious legal proceedings. Wood is currently preparing to make another application for bail in the Supreme Court on Friday, as his legal team attempts to secure his release ahead of trial.
Earlier this month, Wood fronted Maroochydore Magistrates’ Court to face charges stemming from an alleged domestic violence incident against Snezana on October 3. Court proceedings revealed that Snezana is fully supportive of the criminal charges being pursued against her husband.
During the initial court appearance, police prosecutors outlined harrowing allegations detailing the October 3 incident, which allegedly occurred in Noosa as the couple prepared to return home to Melbourne. According to police, a fierce argument broke out, during which Wood allegedly pushed Snezana into a wardrobe, grabbed her by the throat, threw her against a wall, and struck her head against the floor. The violent confrontation was reportedly witnessed by Snezana’s daughter Eve, who bravely intervened and ultimately dialed Triple Zero to alert emergency services.
Police prosecutor Sergeant Jeanette Grigoris detailed the gravity of the allegations to the court, noting that Wood had allegedly subjected Snezana to a similar choking incident in the past, though formal charges had not been laid regarding that prior episode. Sergeant Grigoris told the magistrate that Wood’s abusive behavior had been "escalating" over time.
According to the police narrative presented in court, the confrontation intensified when Eve told Wood to stop shouting. Wood allegedly approached the young woman "aggressively," prompting Snezana to step directly between them to protect her daughter. It is alleged that Wood then wrapped his hands around Snezana’s throat, forced her down to the floor, pinned her body, and repeatedly banged her head against the ground until she was left gasping for air and unable to breathe.
Testimony revealed that Snezana later told police she genuinely believed her life was ending during the attack. "This was it… my life was going to end," she reportedly told investigators, adding that she genuinely feared Wood was "going to kill me." Furthermore, Snezana disclosed to law enforcement that Wood was chronically "volatile and prone to angry outbursts," describing an oppressive home environment where she felt she constantly had to "walk on eggshells around him."
In response to the mounting allegations, defence lawyer Mathew Cuskelly informed the court that his client suffers from severe depression. Cuskelly indicated that the defence team may ultimately rely on a legal defense of self-defence should the high-profile case proceed to a formal trial.
