How ASICS Is Blending Fitness and Virtual Reality with DISC

Jul 22, 2025

Joe Pace, VP of Corporate Development at ASICS Ventures, shares his journey from a yoga startup to leading innovation at ASICS. He delves into DISC, the company's first VR game that fuses fitness with e-sports, revolutionizing how we view gaming and wellness. Joe highlights the importance of community feedback in product design, leveraging platforms like Discord for development. Additionally, he envisions DISC's future as a recognized global virtual sport, showcasing how ASICS is venturing into immersive digital experiences.

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ANECDOTE

Startup Sparked Career Shift

Joe Pace built an online yoga startup for athletes which taught him entrepreneurship the hard way.
That experience redirected his career toward building mission-aligned digital products at ASICS.

INSIGHT

Internal Ventures Accelerate Digital Moves

ASICS created a dedicated internal team inside ASICS Ventures to explore digital business models.
This lets them build new products while leveraging corporate capital and internal capabilities.

INSIGHT

Gaming Reimagined As Active Sport

ASICS saw gaming as a growth area but wanted a non‑sedentary, brand‑aligned approach.
That led them to invent DISC: a VR sport blending gameplay and full‑body movement.

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In this episode of the Coffey & Code Podcast, host Ashley Coffey sits down with Joe Pace, VP of Corporate Development at ASICS, to dive into the cutting-edge intersection of fitness, innovation, and virtual reality gaming. Joe shares how his journey—from launching a yoga startup to leading corporate ventures—led to the creation of DISC, ASICS’ first-ever virtual reality game, now available on the Meta Quest Store.

What You’ll Learn in This Episode:

The story behind Joe’s transition from a yoga startup founder to leading innovation at ASICS.
How ASICS Ventures explores new digital business models and emerging technologies.
Why community engagement is central to building meaningful and successful products.
How DISC, a VR game blending fitness with e-sports, is reshaping how we think about gaming and wellness.
Joe’s vision for DISC’s evolution, including its potential future in the global e-sports arena.

Key Takeaways:

ASICS is expanding beyond footwear into digital experiences that align with its mission of promoting “a sound mind and a sound body.”
DISC offers an innovative, full-body VR gaming experience designed to get players moving while having fun.
Community feedback through platforms like Discord is driving the next generation of immersive product design.
Corporate venture capital is a powerful tool for established brands to stay ahead in technology and culture.

Links & Resources Mentioned in This Episode:

Explore ASICS: https://www.asics.com/
Play DISC (Free Download on Meta Quest Store): https://www.meta.com/experiences/disc/9796932137025973/
Join the DISC Community on Discord: https://disc.asics.com/

EPISODE CREDITS:

Produced and edited by Ashley Coffey. Cover art designed by Ashley Coffey.

Headshot by Brandlink Media

Introduction music composed and produced by Ashley Coffey

LINKS

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