As the modern fitness age begins to take form, gyms and fitness studios are reaching out by the many to offer new modalities, benefits and methods of application. Few, if any, are going further than iFIT, the global fitness technology company. 

iFIT, Inc., with support from its commercial equipment division Freemotion Fitness, has an extensive history of making versatile digital fitness options available to a wide audience, most recently with its AI Coach and new suite of smart machines. In doing so, iFIT has solidified itself as a leading facilitator of hybrid fitness. 

Hybrid fitness is the concept of working out in different environments whether you are at home, at a gym, or on the go, integrating both in-person and digital elements. This approach allows individuals to participate in a range of activities — such as strength training, cardio, and yoga—through live classes, on-demand videos or virtual sessions. By leveraging technology for personalized fitness plans, hybrid fitness fosters community and accessibility, making it easier for people to maintain an active lifestyle.

“Hybrid fitness” is also about more than your environment, it represents the different ways you can tackle your wellbeing. iFIT intentionally goes beyond standard fitness with its content, touching on an abundance of factors like mental health, general fitness education and more. 

Addressing Mental Health

More than one in every five adults in the United States lives with some sort of mental illness, according to the Centers for Disease Control and Prevention (CDC). It would be a miss not to address the connective tissue between the body and mind. As a sector that looks to improve population health, the fitness industry has both a responsibility and an opportunity to play a vital role in this growing issue.   

As well as providing safe and supportive spaces for people to exercise, creating inclusive environments and training staff to be more aware of their members’ mental health needs, the fitness industry can also harness technology in these efforts.  

For iFIT, addressing wellbeing is top of mind. The brand works to establish a community feeling with engaging and supportive workout content. Take its Heart to Heart series for example, which takes users on a walk with iFIT trainers who share the ups and downs of their personal stories of overcoming hardship.

“iFIT’s trainers connect users at a human level with content series like Heart to Heart,” said Kelly Fuson, iFIT Senior Director of Global Marketing, Commercial. “This is something you could do in the gym, on a cardio machine at home, or outside in nature.”

Additional series that help to address wellbeing include the Anxiety: Work It Out Series with iFIT Guide Dr. Jarrod Spencer, which shares anxiety-relieving advice during virtual walks through the Caribbean and the Climbing to the Top Series with iFIT Trainer George Hincapie, which takes you to the peak of the legendary Haleakalā Volcano and includes stories of mental resilience. 

Wellness IQ

The concept of a Wellness IQ has come up more recently as a way to measure how savvy an athlete may be at understanding their own fitness and wellbeing and how to improve it. It acknowledges that we are all on a unique journey and discovering what works for each individual and how to go about doing it properly, whether it be stretching, strength, or cardio.

iFIT offers users a very inclusive experience, no matter their level of fitness. For those who might be intimidated at first in gym environments – and would perhaps prefer a more remote setting in which to take the first steps of their fitness journey – iFIT provides beginner-friendly and convenient workout options that can help individuals make the most of their gym memberships over time as they gain more knowledge and confidence. 

“The beauty of iFIT is that it allows people who might be new to fitness or just starting their journey to accomplish a specific goal become more confident with different types of workouts and techniques at their own pace and in any setting they feel comfortable in,” said Fuson. “The ultimate goal is to serve an athlete at each step of their journey, one that hopefully has them maximizing their gym, studio, or even corporate fitness center through content that comes to life on our Freemotion cardio machines or through strength training with our GENESIS cable machines.”

iFIT’s open and versatile form of educational content combined with its high-quality machines paves the way to an evolved, more fitness-literate world. 

“A goal of ours is to either be a gateway to hiring a personal trainer, or help augment an existing personal training plan by filling in the gaps in between sessions, and over time increase an athlete’s Wellness IQ,” Fuson added. 

Hybrid Fitness Appeals to All

Consistent gym goers, moderate fitness enjoyers, those who like to experiment with new modalities or just casual consumers all stand to benefit from iFIT’s Hybridization, as the brand offers features catering to all consumer identities. 

Today, however, those who lead a balanced lifestyle between physical, nutritional and mental wellbeing and those who continually evaluate new fitness programs, products and services are experiencing the most growth year-over-year, according to iFIT.

The needs and wants of modern fitness consumers are changing. An increasing number now look to improve their overall health and wellbeing – including mental health – rather than to purely build muscle. With its inclusive approach and huge variety of options that cater to people of all ages and backgrounds, iFIT offers the perfect hybrid solution to fitness operators – no matter who their members are. 

This article originally appeared in ATN’s Gym of the Future Report, which explores the technology, equipment and sustainable practices driving a new era of personalized fitness and wellness experiences. Download the free report.

The post iFIT’s Hybrid Features Are Leading the Fitness Community into the Future appeared first on Athletech News.

Club Automation, part of the Daxko family of fitness brands, knows there’s far more

to running a gym or health club than setting up shop with equipment and staff. By leveraging its digital prowess with its human-first approach, the solution has established itself as a robust foundation any fitness business can build itself upon. 

“We’re always on the pulse of what’s next,” said Wendy White, Chief Marketing Officer at Daxko. “By leveraging the latest trends we ensure gyms are positioned ahead of the curve. So while they’re focused on running their business and delivering an exceptional member experience, we’re handling the digital side — making sure they’re seen, heard, and growing.”

Paving a Smooth Road

The days of finding a gym by word of mouth or any other non-digital format are long gone. The gym sign-up experience now takes place almost entirely online. There, Club Automation operates like a savvy guide, helping individuals looking for new memberships reach their destination.

“Think about when someone is searching for a gym online,” said White. “They find a gym with a site that’s easy to navigate, filled with great member reviews, where they can sign up for a membership right away. Maybe they take advantage of a special offer and even book their first class — all in one smooth, hassle-free process. That’s where Club Automation steps in. We’re focused on creating that seamless, end-to-end experience from the first click through to their first visit, and well beyond.”

Club Automation accomplishes this first by putting gyms under a proper spotlight. The Club Automation digital marketing team begins by optimizing a client’s website. Doing so makes sites findable with little to no scrolling or page flipping required. After that, a simplification process takes place where Club Automation turns the site into a “central hub” for both current and potential new members. 

“Signing up, booking classes, you name it— that’s all integrated with the club’s management system for real-time updates,” said White. 

The buck doesn’t stop there, however. Club Automation also prioritizes keeping members engaged even after they sign up. Either with a club-branded mobile app or customized communication campaigns, Club Automation feeds members the right information in a timely fashion, prompting them to stick with their chosen gym. 

Seamless on Both Sides

Club Automation’s end-to-end user experience streamlines the process for both operators and members. There’s a clear connection between ease of use on the operator side and a seamless experience for members — once one aspect clicks, the other naturally follows.

“One of our partners recently said something that really stuck with me,” said White. “They mentioned that if their staff is struggling with clunky systems or unnecessary tasks, their members are going to feel that frustration too — and it’s true. A smooth member experience starts with having well-organized operations in the background that’s not only easy for your members, but for your staff as well.”

Club Automation recognizes the chain reaction begins with the implementation of an efficient software solution and ends with an upgraded member experience. 

“At Club Automation, we help facilities simplify their day-to-day so staff can focus on their members,” said White. “We simplify scheduling, automate billing and give staff the tools they need to focus more on the members and less on the paperwork. It’s all connected. When the gym runs smoothly, the members feel it, and that’s what leads to a better experience for everyone.”

Separation from the Pack

For as forward-thinking as Club Automation is, it isn’t the only software supplier that’s come to understand what an upgraded digital infrastructure can do for fitness brands. Regardless, Club Automation still stands out from the crowd with how closely it works with gyms to not just maintain, but empower their brand identity. 

“We’re a one-stop shop for all things digital — from designing websites to SEO optimization and managing paid ads,” said White. “But it’s not a one-size-fits-all approach. We work with each gym to figure out their specific goals and build a strategy that fits their needs.” 

Club Automation now offers website plugins that connect important features like scheduling, programming, and member login directly to a client’s existing WordPress website. If needed, they can also rebuild the entire site, starting from the gym’s brand identity and goals to create a tailored solution.

Club Automation’s diligence is well-rewarded. The solution reports that on average, operators with the Club Automation platform fully integrated into gym operations, from website to member management, are able to cut down administrative time by 20% and boost lead conversion by 26%.

“One facility told us they’re now saving over $86,000 per month,” said White. “That’s huge for them, not just in terms of savings, but in how they can reinvest those resources into their staff and member experience. It’s stories like that which really show how much of a difference the right system can make.”

The future of fitness may hinge on the ability of gyms to leverage technology while maintaining a personal touch. Club Automation exemplifies this balance, setting a standard for how fitness brands can enhance operations and member engagement. Those who adapt and embrace these changes will lead the way in creating fitness experiences that resonate with the needs of modern consumers.

This article originally appeared in ATN’s Gym of the Future Report, which explores the technology, equipment and sustainable practices driving a new era of personalized fitness and wellness experiences. Download the free report. 

The post Club Automation Balances the Digital and Human-First Approach as a Software Provider appeared first on Athletech News.

Technology has certainly advanced all areas of life, but its reach and impact on the fitness and wellness industry are still in the early stages. It’s an area where leading brands are poised to transform the member experience.

Fit:match may have set out to serve the fashion sector, but the company’s advanced 3D body scanning technology now sees a massive opportunity in fitness. Sensing the increased demand and interest in hyper-personalized health and fitness data, Fit:match and its patented platform are ready to change the gym game.

Using the ultimate trifecta — augmented reality, artificial intelligence and 3D technology — Fit:match allows fitness trainers to quickly obtain and analyze comparative data and insights on the 3D shape of clients, providing them with a visual representation.

“Fit:match creates a digital twin of a person’s size and shape – their physique – which has not been available to the masses until now,” explains marketing director Hillary Littleton. “This opens the door for fitness enthusiasts and athletes to literally look at their body composition, fat and muscle mass, asymmetries and more, which in turn unveils limitless opportunities for trainers and gyms. Imagine being able to show a client who is on a weight loss journey their progress in this way.”

Not only does Fit:match drive engagement with the ultimate personalized experience, but gyms can also use the data to track trends, member needs, upsell or offer merchandise discounts to clients meeting their goals.

“Providing hyper-personalized data that’s different from the gym next door will win,” Littleton points out. “Further, you’ll be the gym that facilitates the best results for members because trainers can be more precise in delivering personalized plans.”

How Tech is Enhancing, Not Replacing, Personal Trainers

As fitness and wellness consumers see emerging technology offering groundbreaking ways to put them on the path to better health, the fitness industry and its dedicated personal trainers need not worry about being replaced. After all, the fitness business has been (and will always be) a people-driven industry, and making personal connections with club members and clients will always be a differentiating factor.

Look no further than Future, a digital personal training platform that has released an AI-driven tool, Assistant Coach, to empower fitness coaches to take their business to the next level. This new function allows coaches to create workout plans and send voice or text messages to clients.

“Future’s AI actually promotes more thoughtful and meaningful human interactions,” Future’s co-founder and CEO Rishi Mandal says. “It allows the coaches to focus on the human relationship and also scaffolds for it, suggesting workouts and insights to the trainer based on what workouts users have liked, personal interests, work and travel plans, times of the day/week you’re most receptive, etc.”

Future’s Assistant Coach trained on tens of millions of text conversations between personal trainers and their clients, along with roughly one million custom workout programs, thereby exceeding general-purpose AI models, such as OpenAI.  

“Large, general-purpose models are great at some things, but are rarely used for high-value use cases,” Mandal explains. “For instance, you wouldn’t let ChatGPT drive your car for you. Instead, we tend to rely on models that are trained on real-world driving data to power-assisted cruise control or self-driving functions. Similarly, Assistant Coach includes specialized AI agents that are built to help interpret a member’s needs, bank a memory about a member, design custom training plans, and so on.” 

While Future’s technology gives personal trainers the ability to not miss a beat, Mandal says the most profound aspect is that it brings coaching, one-on-one expertise and accountability to more consumers than ever before.

Halotherapy Solutions: Pioneering Wellness & Redefining Recovery  

Although the “Gym of the Future” may bring personalized, cutting-edge technology to mind, it should not be overlooked that fitness consumers are also looking for holistic wellness solutions.

Enter Halotherapy Solutions, a wellness brand designed to give fitness and wellness operators a unique therapy and recovery offering. The company has tripled its business since 2021, with CEO Steven Spiro noting that Halotherapy has relished the post-pandemic demand for wellness, ready to serve with its innovative products, such as the HaloSauna.

“With the demand for wellness growing, ‘typical’ wellness facilities began to add more modalities like we offer,” Spiro explains. “Plus, and maybe more significantly, ‘non-traditional’ facilities are evolving to become more ‘wellness centers.’ We’ve seen huge growth in a variety of verticals like spas, gyms, tanning salons, yoga studios, wellness real estate communities, senior living, and more.”

The brand recently launched HaloRestore & Recovery — the first and only series of programs that blend salt therapy with its Restore and Recovery equipment, including popular therapies such as red light, cryotherapy and cold plunge.

Keeping a pulse on the wellness sector, HaloRestore & Recovery was born not just out of necessity, but at the urging of the health and wellness industry. 

“I have been in the Halotherapy space for about a decade and have seen a shift throughout the years,” Halotherapy CRO and program creator Lisa Semerly explains. “The industry has moved into ‘next generation’ salt therapy, stacking or layering multiple modalities together in one unit to customize the guest’s experience while at the same time maximizing the return on investment per square foot for the facility owner. Taking that one step further and keeping pace with the current environment, HaloRestore & Recovery was conceived last year.”

Halotherapy has given operators the ability to offer advanced recovery options while being mindful of space requirements. Perhaps more importantly, it gives fitness operators the chance to truly serve the majority of their members. As Semerly points out, one in every three athletes experiences some form of exercise-induced asthma, making it difficult for members to hit their personal fitness goals.

“If your respiratory system is run down or under attack and you can’t breathe, your workouts are going to be less effective,” Semerly explains. “Salt therapy alone expands the airway for increased lung function and increased oxygen saturation. It helps with muscle endurance and strengthens the abdominal wall for increased lung capacity and oxygenation.”

And, as consumers become increasingly intrigued by holistic wellness therapies, Halotherapy’s newly patented Vitality Booth Plus serves as the ultimate engagement tool for operators. The Vitality Booth Plus is a multi-function chamber that blends salt and red light therapy — a winning wellness combination.

“What makes the Vitality Booth Plus so effective and unique is the science,” Semerly says. “The inspiration behind it came from one of our partners and salt therapy enthusiasts who owned a World Gym. He was looking for a game changer in the fitness space to include red light and salt therapy and understood that red light in the presence of salt crystals creates a far more effective experience for both.”

In addition to aiding recovery and respiration, the Vitality Booth Plus addresses skin health with anti-aging, wrinkle reduction and even weight loss and mood enhancement.

The future looks bright for Halotherapy, especially as consumers become more health-conscious and seek ways to support longevity.

“We learned a lot in a post-COVID world,” Semerly adds. “More and more folks are taking self-care much more seriously. Those who take health and fitness seriously have realized that without a true recovery component, burnout, injury, and less effective workouts are inevitable. Halotherapy will continue to be part of the conversation in the fitness community well into the future.”

This article originally appeared in ATN’s Gym of the Future Report, which explores the technology, equipment and sustainable practices driving a new era of personalized fitness and wellness experiences. Download the free report.

The post 3D Body Scanning & AI Are Shaping the Future of Personalized Training appeared first on Athletech News.

Fitness and wellness brands are using technology in increasingly creative ways, although there’s much that can still be done to increase innovation and make the member experience more seamless.

As part of DISRUPT, Athletech News’ can’t-miss video series, industry leaders dove deep into artificial intelligence (AI), fit tech, VR fitness and more to offer an inside look into how fitness and wellness brands are leveraging tech to create a better future for our industry and the entire population.

In case you missed any DISRUPT Technology & Innovation Outlook videos, ATN is sharing them here for your viewing pleasure. Sit back, relax and enjoy the content!

Numbers Game: How Data Analytics Can Transform Your Gym

• Kristen Coy, Director of Customer Success, ClubOS
• Stacy Anderson, Global President, Anytime Fitness
• Moderated by Edward Hertzman, Athletech News

Building the Future: The Tech Behind the Tech

• Gonzalo Amuchastegui, Co-Founder and CEO, Amalgama
• Casey Jenks, CTO, CoachRX
• Alex Bejan, CEO, Youll
• Moderated by Jim Crowell, The SageHouse

Know Your Customer: Trends Shaping the Fitness & Wellness Industry

• Laura Munkholm, Co-Founder and President, Walla
• John Hartman, Founder, Skillpower
• Bahman Zakeri, Chief Strategist, Xivic Inc.
• Moderated by Edward Hertzman, Athletech News

Pain Points: The Hidden Costs of No-Shows & How To Boost Attendance

• Timothy Green, COO, TeamUp
• Dr. Paul Bedford, Founder, Retention Guru
• Katie Kaufman, COO, Loyalsnap
• Moderated by Eric Malzone, “Future of Fitness” podcast

Modern Tech Stack: What’s Next in Member Acquisition, Engagement & Retention

• Ian Mullane, Founder and CEO, Keepme
• Wendy White, CMO, Daxko/Club Automation/Zen Planner
• Asna Khan, Head of Product, Fit.ai
• Moderated by Tricia Madden, Fit Pro Programming/IDEA World

Music 101: How To Win the Licensing Game

• Russell Green, Founder and CEO, FIT Radio
• Edward Hertzman, Athletech News

Measuring Momentum: From Gamification to Wearables

• Ameen Kazerouni, CTO, Orangetheory Fitness
• Terry Woods, Vice President of Sales, Myzone
• Jarron Aizen, Founder and CEO, Hapana
• Moderated by Edward Hertzman, Athletech News

The post Watch Now: DISRUPT Fitness Technology & Innovation Content appeared first on Athletech News.

College athletes are getting in on the popular worlds of wearable technology, artificial intelligence and crypto. 

Cudis, makers of an AI-powered smart ring that allows users to control their own health data and earn rewards for physical activity, has signed a one-year partnership with UCLA Athletics.

With the partnership, Cudis will get its rings into the hands of UCLA athletes and other students through campaigns including in-game promotions. Cudis will also pursue name, image and likeness (NIL) deals with UCLA athletes in sports including football, women’s gymnastics, and men’s and women’s basketball, tennis and golf. 

“This collaboration holds special meaning for us as we give back to the community that helped launch our vision,” said Edison Chen, the CEO of Cudis and a UCLA graduate. “By empowering UCLA’s student-athletes with our innovative tech, we’re not just improving their performance and health, we’re introducing them to the transformative power of blockchain and crypto, rewarding healthy habits along the way.”

Launched earlier this year, Cudis rings are built on the Solana blockchain platform and are powered by AI and Web 3 tech. Similar to popular smart rings from Oura and Samsung, Cudis rings track health metrics such as heart rate, sleep, stress and calories burned. Cudis also offers an “AI Coach” feature that provides personalized health insights.

The company has sold over 10,000 units since its rings first went on sale in April, and its online community has around 100,000 members. In September, Cudis raised $5 million in a seed funding round led by Draper Associates. 

Can the Blockchain Revolutionize Wearables?

Cudis’ partnership with UCLA comes as demand grows for fitness and wellness wearables, especially among young consumers. The company cited data that 35% of Gen Z consumers use wearables daily to track their health. 

Among wearables, the smart ring market in particular is heating up, with market leader Oura just raising $200 million at a $5.2 billion valuation and tech giant Samsung recently launching the Galaxy Smart Smart Ring.

According to Chen, two things separate Cudis from brands like Oura and Samsung: a reward system that encourages physical activity and the blockchain, which allows Cudis to safeguard its users’ health data. 

On the rewards front, Cudis users can earn points for engaging in healthy habits and actions, which are tracked by the ring and redeemable for exclusive rewards, including cryptocurrency airdrops. 

Cudis also uses cryptographic signatures, IPFS storage and blockchain verification to safeguard users’ health data. The company says this gives users “complete ownership” of their data.

Data as Currency

Chen argues that Cudis users benefit from a higher level of data privacy than they’d get with wearables like Oura, Whoop or the Apple Watch (these brands have data-privacy policies, although they don’t use blockchain verification). 

“Once you put the data on the chain, your data becomes your asset,” Chen told ATN. “This is the first time that users can actually own their health data as an asset. Whoever wants to use your data needs your approval – even us.”

In time, Chen says Cudis users will be able to monetize their own health data, including potentially selling their data to companies who may want to purchase it for research or marketing purposes. 

“Our data can actually be worth up to $5,000 every year,” Chen believes. 

Big Ambitions

Earlier this month, Cudis launched its second generation smart ring model, the Cudis 002 ($349), which offers up to 10 days of battery life, five meters of Bluetooth connectivity and is waterproof up to a depth of 50 meters. 

Cudis aims to sell one million smart rings and grow its online community to at least 5 million members in the years ahead, Chen told ATN. 

However, he’s quick to point out that the brand’s long-term mission goes beyond sales targets. 

“We want people to realize how important and how valuable their data is,” Chen said. “We want people to know your wellness data is an asset just like your house. If you can rent your house to get paid, you can do the same thing with your data.”

The post Cudis, a Crypto Smart Ring, Teams With UCLA Athletics appeared first on Athletech News.

All products featured on Athletech News are independently selected by our editors. However, when you buy something through our retail links, we may earn an affiliate commission.

Finding the right gift for the fitness enthusiast or wellness devotee in your life requires more than a quick scroll—it demands a balance of practicality, innovation, and understanding his unique goals. Whether he’s an elite athlete, a weekend warrior, or someone embracing a healthier lifestyle, the best gifts do more than impress—they enhance his performance, recovery, and overall well-being. From cutting-edge technology to thoughtfully designed gear, these selections for 2024 reflect the latest advancements in fitness and wellness, ensuring they’ll resonate with even the most discerning recipients. Here’s our expertly curated roundup of the best gifts for him this year, even after the holidays.

• 

  alphabeats Mental Training Bundle

  Transform your mental game with alphabeats, the professional training platform now available through Muse’s brain-sensing headband. Used by Olympic athletes and pro teams, alphabeats enhances focus and resilience by adapting your favorite music to your brain activity in real time. Get the complete bundle—Muse 2 headband and 12 months of unlimited access—for $249 (regular $399). With limited availability and a 30-day money-back guarantee, it’s the perfect gift for peak performers. Does he already have a Muse device? Gift a year of alphabeats for only $89 (regular $149).

  Buy now: $249 (Orig. $399) at alphabeats

• 

  Boncharge Infrared Sauna Blanket

  Treat him to the ultimate wellness upgrade with this portable infrared sauna blanket. Designed to deliver detoxifying effects and soothe sore muscles, it transforms any space into a personal spa. Ideal for relaxation and recovery after tough workouts or stressful days, it’s the perfect gift for anyone seeking balance and rejuvenation.

  Buy Now: $699 at Bon Charge

  

  The Momentous Three

  From November 12th through December 2nd, your audience can save 25% sitewide with the code BFCMAFF. Additionally, every purchase over $100 includes a free 5-night Sleep Pack—an ideal way to relax and stay energized throughout the holiday season.

  Buy Now: $97 at Momentous

• 

  Theragun PRO

  Elevate his recovery routine with the Theragun PRO, a top-tier percussive therapy device designed for deep muscle treatment. Ideal for athletes and fitness enthusiasts, it offers customizable speed settings and multiple attachments to target specific muscle groups, aiding in faster recovery and enhanced performance. Its ergonomic design ensures comfortable use, making it a valuable addition to any fitness regimen. Use code NOVEMBER15 at checkout to save 15%.

  Buy Now: $424 (Orig. $499)

• 

  Alo Co-Op Pant

  Upgrade his athleisure collection with the Co-Op Performance Joggers from Alo Yoga. These joggers are crafted from lightweight, water-repellent fabric, making them perfect for both workouts and casual wear. The slim fit and cuffed ankles provide a modern look, while hidden zippered pockets offer secure storage for essentials. Available in multiple colors, they seamlessly blend style and functionality.

  Buy Now: $138 at Alo

• 

  Garmin Forerunner 265

  This GPS smartwatch is a runner’s dream. It tracks workouts, heart rate, sleep, and even has a built-in coaching feature. A must-have for data-driven fitness buffs.

  Buy Now: $350 (Orig. $450)

• 

  Hyperice Venom 2 Back

  Help him recover like a pro with the Hyperice Venom 2 Back, a wearable device combining heat and vibration therapy for targeted muscle relief. Perfect for easing tension, soothing sore muscles, or simply unwinding after a long day, this upgraded version offers an ergonomic fit, adjustable straps, and a sleek touchscreen control for customizable sessions. It’s the ultimate solution for anyone needing quick, effective back pain relief.

  Buy Now: $249 at Hyperice

• 

  BowFlex SelectTech 552 Adjustable Dumbbells

  Elevate his strength training with the BowFlex SelectTech 552 Adjustable Dumbbells. These innovative dumbbells adjust from 5 to 52.5 pounds, replacing the need for 15 sets of weights and saving valuable space. With a simple turn of the dial, he can seamlessly switch between exercises, making workouts more efficient. Durable molding around the metal plates ensures a smooth lift-off and quieter workouts, enhancing the overall training experience.

  Buy Now: $429 at BowFlex

• 

  Nike Metcon 9

  Take his workouts to the next level with the Nike Metcon 9, the ultimate training shoe designed for lifters, cross-trainers, and athletes of all levels. This upgraded version features a larger Hyperlift plate for improved stability during heavy lifts and a rubber rope wrap for enhanced grip during high-intensity training. Sworn by elite athletes, the Metcon 9 remains the gold standard for performance and durability, making it an essential for crushing goals every day.

  Buy Now: $150 at Nike

• 

  Hydro Flask 32-Ounce Wide Mouth Bottle

  Keep him hydrated during workouts with this double-insulated water bottle that keeps drinks cold for up to 24 hours. Bonus: It’s durable and comes in sleek colors.

  Buy Now: $45 at Hydro Flask

• 

  Apple AirPods Max

  Give the gift of premium sound with the Apple AirPods Max, designed to deliver immersive audio and unmatched comfort. With features like Active Noise Cancellation, spatial audio, and a breathable knit mesh canopy, these headphones are ideal for workouts, workdays, or unwinding at home. Boasting up to 20 hours of battery life, they’re perfect for enjoying music, podcasts, or calls without interruption, making them a standout gift for tech and audio lovers alike.

  Buy Now: $549 at Apple

• 

  Echelon Row-S Smart Rower

  Rowing is one of the best full-body workouts, and this smart rower offers live and on-demand classes for an immersive experience. It’s compact and perfect for home gyms.

  Buy Now: $1,000 (Orig. $1,799) at Echelon

• 

  Rhone Reign Long-Sleeve Tee

  Made with anti-odor and moisture-wicking technology, this lightweight tee is perfect for any workout or recovery day. Its sleek design ensures it’s just as good for casual outings.

  Buy Now: $78 at Rhone

The post The Best Gifts for Him 2024: Post-Holiday Picks for Active Men appeared first on Athletech News.

As the industry continues to embrace emerging trends in fitness, health and wellness, Broad Fit Financial, the equipment finance lender for the industry, has actively evolved and embraced these trends.   

“Broad Fit Financial was born from our desire to support the evolving health and wellness industry,” said Broad Fit President and Co-Founder Stephanie Taylor. “We maintain a strong pulse on the trends, needs and future of this space. By understanding consumer shifts towards more holistic offerings such as women’s health and fitness goals, recovery options, youth engagement, and performance training, we too must remain ” 

Broad Fit not only recognizes the benefits of these offerings for individuals, but how equally valuable it is for facilities to provide these varied options. With that foresight, they have been able to substantiate the necessity for the broader use of funds with their credit teams. 

While having its ear to the ground and a strong pulse on the future of fitness and wellness, this industry partner is strongly poised to facilitate funding for both traditional and emerging modalities.  

Out with the Old, In with the New 

There’s arguably no trend with more momentum right now in the fitness industry than the increased demand for wellness amenities and products.  

“We have seen an explosion of financing requests coming from corporate wellness, office buildings, multi-family and country clubs,” said Taylor. “In each of these markets, the trends are geared towards promoting a more holistically healthy environment from the fitness center to the relaxation spaces.” 

Broad Fit not only understands the fitness centers standard for amenities but also the evolving offerings that are important to today’s users. Access to funding is a key component of business and having a lending partner who is as invested in this industry as their customers are, is vital to the future of fitness financing.   

“My previous experiences in fitness financing were of limiting the amount of funds allocated towards ancillary items in a facility,” said Taylor. “Once we deviated from the traditional industry funding sources, we were able to establish new partners who are supportive and ignited about their participation in the advancement of the fitness industry to include holistic wellness. And taking it even further, tenant improvement funding is also available for good credits.” 

Taylor says that with Broad Fits’ varied access to capital it has become easier than ever to support emerging trends in the fitness industry, “allowing facilities to offer innovative options required to meet the needs of their members, attract new ones, and stay progressive without having to use cash on hand for growth.” 
 
Education is Key 
Not only is it important for facility operators to be clear on the potential benefits related to financial investments, but funders also need to understand the value financing offers these businesses that want to expand their offerings outside the traditional gym setting. 
 
To that end, Broad Fit prioritizes education across the board as all related parties benefit from  learning about the added value of staying on trend with what end users want out of a health, wellness and fitness facility. 
 
“We need to constantly educate ourselves and our funders on the changes taking shape in this space,” said Taylor. “There are trends that are unique to the fitness industry and providing the supporting education to our partners around the wants of consumers, the benefits, and the success realized through the implementation of these added offerings, enables us to provide  financing that might otherwise be difficult to procure.” 
 
Once more traditional brands get a glimpse of what new fitness amenities can do for them, they rarely need more convincing for further investment. 
 
“The modern office building and residential environments are mind-blowing for people like me who grew up in dank, bland, and uninspiring spaces of the ‘90s,” said Taylor.  “Today, these are some of the most gorgeous buildings you can imagine with an abundance of amenities to attract and retain tenants demanding more progressive offerings. The meager spaces offered in the past are no longer just a box checking line item at the end of a building’s marketing piece but is now positioned as a top line amenity featuring all the bells and whistles to attract long term occupants.” 
 
No Time Wasted 
Broad Fit’s efficiency comes from speed and openness. Its approach is a transparent, less-daunting style, supported by a quick application to approval process. Broad Fit’s established flow is smooth and clear, making the experience a very positive one.  
 
“Financing doesn’t have to be as complex and overwhelming as it is often made to be,” said Taylor. “My mission from the start was to offer financing to our industry in a less intimidating manner. We don’t talk over your head in an attempt to confuse you or impress you with our knowledge. We genuinely want you to understand how this side of the business works and help you make the best decision for you while explaining all the nuances needed to make that decision.” 
 
“In terms of our process, we are focused on speed and simplicity. Due to lead times, we need to move quickly and methodically,” Taylor added. “We have segment specific credit applications which is a significant time saver, removing much of the back and forth for additional information.” 
 
Most Broad Fit transactions only require a credit application. The brand qualifies these applicants based on their business credit and moves to the contract stage immediately after securing approval.  
 
“We are systematic and highly communicative,” Taylor added. “Our team is close-knit, collaborative, and sincerely excited about how we show up for this industry we feel so connected to. This is evident when you work with us. Just as the fitness industry has modernized, so has your fitness finance partner.” 

The post How Broad Fit Financial is Financing the Changing Landscape of Wellness  appeared first on Athletech News.

Here is what some fitness and wellness leaders have achieved or are currently focusing on in the wearables, artificial intelligence, and tech solutions space.

Credit:  Yiistocking/shutterstock.com

Wearables

Once reserved for those with diabetes, continuous glucose monitoring (CGM) devices have become the latest tool for biohackers and wellness enthusiasts interested in discovering the precise correlation between lifestyle and health.

This month, Dexcom Stelo became the first over-the-counter glucose biosensor in the U.S. available to consumers without a prescription. The small biosensor, worn on the back of the upper arm, is designed for those with Type 2 diabetes who don’t use insulin and those with prediabetes and sends personalized glucose insights to a user’s smartphone.

Dexcom says the device can potentially slow the progression of diabetes by empowering users to make behavior modifications through its spike and pattern detection and can also positively impact those who use weight loss medication.

“In a world where GLP-1 use is becoming increasingly more common, glucose biosensors like Stelo can help make those medications more effective,” noted Thomas Grace, MD, head of clinical advocacy and outcomes at Dexcom.

Boston-based Whoop is entering new markets this year to bring its human performance wearable to the Middle East and Southeast Asia, but on the end-user side, it’s committed to supporting women’s health.

It’s a critical area of overall wellness that remains largely unrepresented, Whoop CEO Will Ahmed told Athletech News.

“Particularly how women’s bodies adjust during various stages of their life – menstruation, pre- and postpartum, and perimenopause,” he pointed out. “Subsequently, females don’t receive adequate, science-backed information to support them during such critical times.”

Credit: Jacob Lund/shutterstock.com

Whoop offers users a unique Menstrual Cycle Insights feature, providing training and sleep recommendations based on a woman’s cycle. Earlier this year, the human performance company published a study in PLOS One, a peer-reviewed academic journal, analyzing the physiological data of pregnancies. The study identified key trends in maternal heart rate variability (HRV) inversion in singleton pregnancies, which could help predict delivery dates for premature and full-term pregnancies. Such data is more than just helpful information, Ahmed said.

“Understanding this change in HRV has the potential to save lives, reduce medical costs and provide more insight to expecting parents,” he explained.

Similarly, Oura is also invested in women’s health and has partnered with several companies (such as Natural Cycles and Flo) to increase the accessibility of health information for women.

The smart ring maker has introduced new features — Cycle Insights and Pregnancy Insights — to give users insightful information on their health. And it’s just the beginning, Oura CEO Tom Hale told ATN.

“As we continue to innovate and expand our offerings, we remain dedicated to providing women with the ultimate body literacy tool to support their health and well-being at every stage of life,” he said.

Credit: Technogym

AI

From fitness to nutrition, AI is everywhere.

In terms of fitness equipment, Technogym, the Italian fitness technology company, is at the forefront of the AI revolution. The company, founded by Nerio Alessandri, has created an AI-based end-to-end open platform that has revolutionized fitness for users and operators.

Two of Technogym’s latest products – the Technogym Checkup and Technogym Coach – address longevity with a personalized approach. Technogym Checkup assesses physical and cognitive conditions and provides a “Wellness Age” based on the current state of well-being, while the Coach feature offers a personalized training prescription.

The transformative promises of AI have also caught the attention of Life Time. The luxury athletic country club operator recently partnered with Microsoft to launch L.AI.C, an AI-powered companion for its members. Although the initial rollout will perform basic tasks, such as answering inquiries about club hours and offerings, Life Time CEO Bahram Akradi sees more significant advancements on the horizon that will set his clubs apart.

“From personalized, proactive suggestions and reminders to virtually unlimited opportunities to support our members’ unique needs and preferences, L.AI.C will further extend our brand as the trusted, go-to health and wellness partner for a lifetime,” Akradi said. “The best is yet to come.”

Tech Solutions

While current innovations certainly enhance the experience for fitness consumers, operators and fitness professionals have an abundance of choices when it comes to tech solutions.

Amalgama, a digital innovation consultancy company, helps fitness brands grow and enhance the user experience. The team of sports enthusiasts and former professionals know the industry well, understanding that digital solutions need to target comprehensive well-being while using data analytics that inform strategies.

Fit tech company ABC Fitness also continues supporting fitness operators, having partnered with data science and AI supplier DXFactor. The collaboration brings new offerings to the ABC Ignite mobile platform that will generate bespoke member experiences and integrations.

“This partnership promises to be a cornerstone for the fitness industry, offering a blend of DXFactor’s transformative digital strategies and ABC Fitness’s technological prowess,” said Al Noshirvani, managing partner at Alta Technologies and board member at DXFactor. “Customers can now anticipate a comprehensive digital transformation tailored to meet fitness enthusiasts’ and enterprises’ modern demands.”

The post From CGM to AI: How Technology is Reshaping the Wellness Industry appeared first on Athletech News.

As 2025 approaches, it’s a time for reflection. Here are some of the key mergers and acquisitions that have shaped the fitness, wellness, nutrition, and technology sectors this year:

Gyms & Studios

The fitness and wellness industry witnessed one of its biggest merger deals in history earlier in 2024, with fitness franchise Orangetheory Fitness and Self Esteem Brands (the parent company of Anytime Fitness) leading the way. The two entities are now under newly formed holding company, Purpose Brands, which is led by former Topgolf CEO Tom Leverton.

Genesis Health Clubs, a privately-owned health club operator, strengthened its presence this year after acquiring The Atlantic Club, giving Genesis a presence in the East Coast fitness market.

LA Fitness, meanwhile, acquired XSport Fitness in 2024, bolstering its footprint in New York, Chicago and Virginia with 35 gyms that will be rebranded under one of Fitness International’s (the parent company of LA Fitness) four brands.

Similarly, Virginia-based Acac Fitness & Wellness centers scooped up La Maison Health & Fitness, a family-owned fitness club that served Pennsylvania residents.

In October, World Fitness Services (WFS), the parent company of World Gym Taiwan, moved to acquire Los Angeles-based World Gym International, handing WFS total control of the entire World Gym network and positioning the brand for more global expansion.

Urban Gym Group (UGG) also joined the action, acquiring Sparring Partners Holdings, owners of the London-based boutique gym brand Gymbox, while 26North made a successful play for Onelife Fitness.

Rounding out 2024 is PureGym, a leading U.K. gym operator that beat out Planet Fitness to acquire 67 Blink Fitness gyms in New York, New Jersey and Pennsylvania. The gyms will be rebranded under the PureGym label in 2025, and a franchising model could be on the horizon.

Fitness Equipment

There’s also been considerable activity outside of the brick-and-mortar M&A space. FitLab, the multi-brand performance lifestyle company behind Nike Studios, acquired both equipment manufacturer Assault Fitness and performance equipment and apparel brand RPM Training this year after securing $65 million in strategic financing from Atlas Credit Partners.

Fitness equipment leader Echelon is advancing its efforts in recovery following its acquisition this year of ThriveX, known for its advanced recovery solutions such as cold immersion therapy systems, smart hybrid saunas and compression boots.

Fitnessmith also made a bold move to secure Gym Source USA’s commercial equipment, maintenance, and service divisions.

Apps

In the app space, Outside Inc. acquired MapMyFitness from Under Armour as it looks to scale its digital platform in the outdoor and active lifestyle realm, while TrainingPeaks bought virtual cycling platform IndieVelo.

Corporate Wellness/B2B

Corporate wellness is set to boom following deals by fit tech leader EGYM, which purchased FitReserve, a U.S.-based studio and gym network. HealthFitness, a Trustmark company, also just acquired Corporate Fitness Works (CFW), an on-site and virtual fitness management solutions provider that manages 70 corporate fitness centers.

Smart ring maker Oura recently acquired software company Sparta Science to advance its B2B offerings.

Nutrition & Supplements

PepsiCo scooped up Siete while Gen Z-favorite Ghost, a sports nutrition brand, was acquired by food and beverage giant Keurig Dr Pepper.

The deal-making continues, as Pure Protein owner 1440 Foods acquired protein bar brand FitCrunch last month as “better-for-you” food and beverage options gain steam among health-conscious consumers. 

While it remains to be seen what 2025 has in store, the bigger question may be who will be the next to announce a deal.

The post The Biggest Fitness & Wellness Acquisitions of 2024 appeared first on Athletech News.

The health and wellness industry is getting faster, smarter and broader — and it’s starting to let the public know. 

In a recently published report titled Digital Health Trends 2024: Implications for Research and Patient Care, the IQVIA Institute for Human Data Science relays data illustrating an increase in digital health products, particularly those aimed at patient diagnosis, treatment and monitoring. With support via commercial appeal and cutting-edge technology, these expanding solutions offer more robust care to the masses than ever before. 

“The landscape of digital health has evolved over the past two years, yielding new products that are more commercially viable and meet the needs of stakeholders across a broadening set of uses,” said Murray Aitken, executive director at the IQVIA Institute. 

“Digital health tools now support both patients and providers as they move from diagnosis to treatment and disease monitoring, with their scope expanding as new health assessment tools such as digital diagnostics have joined more mature digital therapies, accelerating care and closing gaps to improve health outcomes.”

Report Details

First and foremost, the report found that 337,000 digital health apps currently exist — and although that total amount conveys a 4% decline since 2021, more disease-specific apps are popping up at a notable rate, per the report. An abundance focus on mental health, diabetes and cardiovascular diseases. However, more diverse options aimed at assisting patients with visual impairments, auditory issues or dermatologic conditions have also recently launched, illustrating a broadened approach to the sector. 

Digital therapeutics are building momentum at an even greater rate. As of 2024, 140 prescription digital therapeutics intended for at-home usage have been approved for patent in one or more countries, illustrating a 560% bump from 2021. More than 220 provider-focused digital therapy tools for clinics or care programs have also been made available, equating more than 360 commercially-available digital therapies. 

Like with the aforementioned apps, their evolution has led to more distinct therapies being administered. This includes those that treat visual impairments, post-stroke neurological rehabilitation, PTSD and phobias thanks to biofeedback and virtual reality.

As for digital diagnostic services, at least 103 are currently commercially available, per the report. This is largely due to an influx of software-based devices that process signals via sensors, which makes assessing disease risk, making diagnoses, the monitorization of patient health and assessing their prognosis fast and feasible. Newly detectable conditions include autism and autism spectrum disorders, sleep apnea, atrial fibrillation, skin cancers, epilepsy and sepsis. 

Driving Factors

The report goes on to present an increased usage of artificial intelligence (AI) and machine learning (ML) as supportive instruments fueling many of these initiatives. Roughly 75 AI/ML point-of-care tools have been approved by the FDA, per the report. Other touted features include wearables and sensor based digital measures that give clinical trials more precise data to monitor patient progression and foster hospital-at-home solutions. Garmin and Rook represent two of the many brands facilitating such efforts. The NBA also conducted a similar study earlier this year aimed at protecting player health with the aforementioned tools. 

“Ultimately, these solutions will better fit into existing care pathways and bring benefits to more segments of patients and health systems,” Aitken added. While the report highlights the growing adoption of digital health innovations, it also notes that significant investment in these technologies remains lacking. This funding gap has forced developers to abandon or restructure projects, creating additional hurdles. 

Nonetheless, the increased availability of these applications, technologies and more represents a win for the industry and an early foundation that could give way to sizable investments that further sustain the sector. The Market Research Institute projecting a 13.83% expansion for the health and fitness software market from 2024 to 2031 bodes well too. 

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There’s been a lot of buzz over corporate wellness this year, but could employee-sponsored wearables soon become as commonplace as on-site yoga classes and access to meditation and nutrition apps? 

It’s possible, according to wearable sports and fitness tech company Polar. The Finnish brand has just launched an enterprise wearable, providing companies with a new way to advance their workplace wellness efforts.

The Polar 360 is a screenless, low-profile band equipped with sensor technology and algorithms. While primarily designed to be worn on the wrist, it can also be used on the upper arm.

Data collected by the Polar 360 is converted into meaningful insights, which can be integrated into company apps via Polar’s API. The platform also offers an SDK kit, allowing companies to create their own algorithms and apps using data from the sensor.

As Polar points out, the wearable can be adapted to various uses depending on a company’s needs. For example, a logistics company could employ alertness tracking for driver safety or monitor exposure to extreme temperatures. The data measured – such as heart rate and skin temperature – can also provide early signals to employee burnout or fatigue. Notably, work stress is the number one threat to employee well-being, according to a recent Wellhub survey.

Polar CEO Sander Werring takes a common position these days: that cultivating well-being is a collective effort and one in which companies and organizations play a significant role.

“As this is a drastic change in the scale wearables are used, it is critically important what kind of company the solution comes from,” he said. “With Polar, we bring with us the Nordic, decades-long heritage and compliance towards privacy regulations of the highest standard. Just as Polar launched the wearables industry nearly 50 years ago, we are now shaping how wearables will be utilized 50 years from now. It’s an exciting, ambitious journey, and we’re thrilled to be taking it with our partners.” 

While employees may feel uneasy about their employers monitoring personal metrics, there can be benefits, according to Deloitte Insights. 

Citing Japan-based tech firm Hitachi, Deloitte noted last year that the company successfully experimented with boosting employee happiness levels using a wearable device and a mobile app, which provided employees with personalized suggestions for enhancing their happiness. The experiment’s results showed a 33% increase in the “psychological capital” of Hitachi employees, along with a 10% rise in profits, a 15% increase in retail sales and a 34% boost in sales per hour at call centers.

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Oura has unveiled its 2024 Year in Review, an in-depth look at the sleep, activity, recovery and stress resilience trends of its global community. The report aggregates insights from Oura members worldwide but also introduces personalized personality types based on health strengths: Earth (Resilience), Water (Sleep), and Fire (Activity). Oura’s data scientists analyzed de-identified, aggregated metrics collected from December 2023 through November 2024 to create the insights.

Global Sleep Trends

New Zealand led the pack with an impressive average Sleep Score of 79.8, closely followed by Australia (78.7), Sweden (78.5), Finland (78.4), and Austria (78.2). This trend highlights the sleep-centric lifestyles of Oceania and Scandinavia, regions known for their wellness-oriented cultures. The global mean Sleep Score across all Oura members was 77.0, reflecting a strong focus on nightly rest among users worldwide.

Most Active Nations

When it comes to movement, Ireland topped the charts, with members averaging just over 10,000 steps per day. Other European countries, including Estonia, Sweden, and the UK, were not far behind. The data points to Europe’s pedestrian-friendly infrastructure and active lifestyles as key factors in these high step counts. Research has long shown the cardiovascular and metabolic benefits of walking, with studies suggesting that even 7,000 steps per day can significantly enhance health.

Stress Levels

Interestingly, stress patterns varied widely. While Sundays recorded the least “stressed minutes,” Fridays, perhaps due to celebrations, ranked as the most stressful. The United States topped the list for average daily stressed minutes, followed by Norway and the Netherlands.

Introducing Health Personalities: Fire, Water & Earth

This year, Oura debuted Health Personality Types, offering members personalized insights into their strengths. Fire represents activity and includes members who consistently met their movement goals. Water reflects strong sleep habits, with members in this group prioritizing nightly rest. Earth symbolizes resilience: members who balance stress and recovery with ease. A small majority of members were characterized as Fire, demonstrating a commitment to being active.

Cardiovascular Age

Oura’s Cardiovascular Age (CVA) feature, launched in May 2024, estimates arterial health through pulse wave velocity (PWV). This metric revealed that members in Sweden and Norway had CVAs approximately 2.6 and 2.4 years below their chronological ages, reflecting exceptional cardiovascular health. The Netherlands, known for its cycling culture, also ranked highly in this category.

Oura members can find their personalized year in review in the app by navigating to the Today tab or accessing the Reports section in the menu. The latest Oura app version is required, and members with at least 60 days of data are eligible. Members can also share their achievements with friends and family by tapping the share icon within the app.

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Connected fitness is in flux – at-home brands like Peloton, Tonal and Hydrow have gained impressive followings but the jury is still out on whether they can continue to win new members now that people have returned to gyms and studios following the pandemic. 

Aviron believes it’s found a way to break connected fitness out of its rut: video games.  

Founded in 2018 by Andy Hoang, Aviron makes at-home workout machines including rowers, a bike and a treadmill, all of which allow users to play arcade-style video games while working out. 

If the likes of Peloton, Tonal and Hydrow represent the classic model of connected fitness – instructor-led workout classes for cycling, strength training and rowing, respectively – Aviron offers something new. 

“When you say the words ‘connected fitness,’ people think of classes. That’s synonymous with connected fitness,” Hoang tells Athletech News. “We’re doing it differently. Our unique value proposition is that we’re using gamification.”

The Case For Gamified At-Home Fitness

Hoang got the idea to create Aviron after buying a Peloton back in the day and realizing that while he enjoyed the brand’s classes, they weren’t enough to keep him motivated in the long run. He wanted something that could scratch his competitive itch.

Aviron does offer some instructor-led classes, along with guided scenic rides and the ability to stream content like Netflix while working out, but video games are the brand’s bread and butter. 

On its rowing machines, Aviron offers arcade-style video games including “Row Breaker,” where users smash bricks with every stroke, “Row to Riches,” where users battle pirate ships, or “Blaze Breakers,” where users save a burning building by spraying a water cannon. Similar games are available on Aviron’s Fit Bike and Treadmill.

Games on Aviron are adaptive, meaning what’s happening on-screen changes based on a user’s effort level on the machine. On the Fit Bike, users pedal faster or slower to achieve certain in-game targets, for example. 

Aviron games are available in multiplayer mode, so users can compete online against friends and other fitness enthusiasts for an added layer of competition. Users can also earn Aviron coins for completing workouts, unlock achievements and participate in monthly challenges. 

Aviron believes gaming makes fitness fun and challenging, motivating people to keep working out on its machines. The Toronto-based company might be on to something. Some studies have found that gamification strategies such as points or small financial rewards can encourage people to be more physically active. 

According to Aviron, 92% of its members are still working out on the brand’s machines after one year. The company has also seen 30% growth year-over-year and consistent monthly increases in membership. Aviron currently has around 50,000 active members globally, it reports.

“Our churn numbers and our engagement numbers are always higher than our competitors,” Hoang says. 

Somewhat surprisingly for a gaming fitness brand, Aviron’s customer base is split nearly 50/50 between males and females. And the brand’s core customer demographic is between 35 and 55 years old, so it’s not just Fortnite-obsessed Gen Z kids that enjoy gamified workouts. 

Given the broad appeal of gaming, Hoang believes Aviron has a bigger total addressable market (TAM) than traditional connected fitness brands that focus on streaming workout classes. 

“If you look at the number of people who are interested in instructor-led classes in North America and you can compare that to how many people play video games on their mobile devices, it overshadows it by 400% or 500%,” he notes.

Don’t Write Off Connected Fitness Just Yet

As Aviron looks to compete with the big boys of connected fitness, it will do so in an uncertain market market for at-home workouts. Brands like Peloton and Tonal have highly dedicated user bases but have experienced some financial struggles and executive upheaval since the pandemic subsided. 

Despite some of the negative headlines surrounding connected fitness, Hoang believes the segment is still on an upward trajectory, even if COVID threw a monkey wrench into things by creating an artificially high demand for at-home workouts, causing some brands to grow too quickly for their own good. 

“It’s still a huge market, so there’s a huge opportunity,” he says. “Peloton had raised a billion dollars before COVID even hit, so this industry has (always) been on an upward trend.”

Assuming the market for at-home fitness continues to grow, Aviron could be well-positioned thanks to the first-mover effect. While other brands offer gamified cardio machines, most of them stick to one modality, whether that’s cycling or VR. Aviron, by contrast, covers rowing, biking and treadmill running, giving it access to a wider pool of fitness enthusiasts. The brand also recently introduced dumbbells, adding a strength training component to its lineup in line with industry trends. 

Looking ahead, Hoang says Aviron will look to expand its product lineup to include not just new fitness modalities, but multiple machines for each modality at different price points.  Aviron gave a sneak peek into what may be coming on that front in 2023 when the company launched the StrongGo, a less-expensive version of its flagship rower. 

“We’re going to continue expanding but it’s not just expanding breadth-wise, it’s expanding depth-wise,” Hoang says. “It’s not just expanding your product line horizontally, you need to expand it in a way that you can appeal to people who have huge budgets or people who don’t want to spend a lot.” 

The post Can Gaming Save Connected Fitness? Aviron Thinks So appeared first on Athletech News.

Culina Health has raised $7.9 million in a Series A funding round following a 117% year-over-year growth.

Co-founded in 2020 by registered dietitians Vanessa Rissetto and Tamar Samuels, the latest round brings the digital nutrition platform’s total funding to $20 million.

The round was led by Healthworx, which previously backed Culina Health in 2022. Other participants included Rethink Impact, Collab Capital, Collide Capital, Vamos Ventures, Tensility Venture Partners, Cake Ventures and GW Ventures.

The solution-focused platform – which partners with major insurers and Medicare – connects patients and healthcare providers to a network of registered dietitians who provide personalized virtual nutrition care for individuals seeking weight loss guidance, chronic disease prevention and management and healthy eating and wellness support. 

Other specialities include eating disorders, pediatric and family nutrition, cancer care nutrition, pregnancy and post-partum nutrition and exercise and sports nutrition. 

“Research shows 90% of Americans would benefit from seeing a dietitian, yet only .02% of the population has done so,” Rissetto said. “It’s clear that nutrition is a vital function of long-term health, and registered dietitians should be empowered to be at the forefront of providing this care.”

The platform has more than 1,000 referring providers and has assisted more than 10,000 patients to date using its “Culina Health Method,” a system that it says integrates evidence-based clinical nutrition protocols and culturally-affirming care.

“With the help of our investors and health plan partners, we are one step closer to our shared mission of making world-class nutrition care available to everyone and putting registered dietitians back in the driver’s seat of ‘Food as Medicine’ interventions,” Rissetto continued.

Culina Health will use the capital to expand its offerings in 2025 to better support dietitians and patients, implement new AI platforms to enhance care efficiency and enhance its leadership team, Athletech News has learned.

“Over the past few years, Culina has established a tried-and-true approach to clinical nutrition care,” Rissetto tells ATN. “We plan to double down on our mission to make that accessible for everyone by partnering with more providers and payers.”

In the meantime, those lacking insurance coverage have the option to sign up for Culina Health’s membership program. Three plans are available, beginning at $99 per month. 

Positioned at a time when demand for weight-loss medications is surging, Culina Health could play a pivotal role—particularly as GLP-1 users increasingly require nutrition support.

“As a clinically-led company, we believe it is important to take a medical approach to America’s obesity and diabetes crisis, and when they’re medically indicated, we value medications like GLP-1s as an essential tool in the metabolic health toolbox,” Rissetto says. “In the era of weight loss medication, it’s increasingly important to recognize the surrounding care needed to improve overall health, including nutrition counseling, movement, and behavioral health counseling.”

The platform is hosting two free webinars scheduled for next month – one on gut health and another on managing blood sugar.

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Oura has completed a $200 million Series D funding round, raising the smart ring maker’s valuation to $5.2 billion.

The round saw participation from Fidelity Management & Research Company and Dexcom, which will fuel Oura’s plans to expand its product offerings, explore additional acquisitions and invest further in AI.

Dexcom — a leader in the medical device space with its advanced glucose biosensing systems — partnered with Oura last month, where smart ring users will be able to integrate Dexcom’s glucose data with vital signs, sleep, stress, heart health and activity metrics from the Oura Ring. The first integration between Oura and Dexcom will launch in the first half of 2025. 

“As we continue to drive momentum and growth, we are bolstered by the additional support of these investors,” Oura CEO Tom Hale said. “We’ve made significant progress in advancing our mission to make health a daily practice and will use this funding to unlock new opportunities, with AI development at the center of our strategy. We know that Oura has the potential to change lives at scale, and we’re excited to continue leading the market in innovation while pursuing opportunities that extend beyond the ring.”

The Series D caps off a stellar year for the wearable leader, with its member base and revenue more than doubling. In November, Oura announced it would acquire Sparta Science, a move that will improve and expand its Oura Teams B2B offering. The deal follows Oura’s acquisition of metabolic health company Veri earlier this fall.

As for what’s ahead “beyond the ring,” Oura appears well-equipped for whatever is next, having onboarded former Apple exec Miklu Silvanto as its new chief design officer this summer. Silvanto was influential in designing several generations of Apple products, including MacBooks, iPad Pro and the Apple Pencil.

“Wearable tech is for anyone who wants to better understand the state of their health and live more optimally, for longer,” Hale said. “We’re committed to continuing our relentless pace of innovation and delivering exceptional value to Oura members, and this new round of funding will enable us to do just that.”

Wearables have rapidly evolved from simple step trackers to constant health monitors. Like Oura, Garmin is optimistic about the space, envisioning a future where wearables become the cornerstone of global healthcare systems, providing doctors with valuable sleep and heart rate data to inform treatment plans. The tech company highlighted the benefits of its devices at its annual health summit in September, emphasizing their long battery life and high-quality biometric sensors.

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Personalized brain fitness platform Brain.One has partnered with thought leader Tim Storey and sports and celebrity agent Darren Prince, Prince Marketing Group CEO.

The startup, founded in 2023, is centered on optimizing brain health, where users can create or import health protocols such as cold plunging, supplements, nutrition, movement and more. According to Brain.One’s LinkedIn page, the platform tracks progress using assessments, wearables, biometrics and blood biomarker feedback loops.

The collaboration will advance the development of Brain.One’s protocols and resources.

“Partnering with Darren Prince and Tim Storey elevates Brain.One’s ability to empower individuals in their journey toward brain fitness, biological optimization and recovery,” Brain.One founder and CEO Thoryn Stephens, a neurotech and longevity expert, said. “Their personal experiences, global influence and collective media relationships complement and bring awareness to our global mission to provide life-changing tools and protocols for brain, body and beauty health.”

As of now, Brain.One’s landing page invites visitors to be among the first to access personalized brain and health optimization protocols. After submitting brief information, the Brain.One team reviews the intake to determine if applicants are a good fit.

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Soccer pro Cristiano Ronaldo is rounding out 2024 with a new venture, AVA, a recovery technology brand featuring recovery boots, massage guns and light, heat and cold therapy devices.

Ronaldo announced the launch of AVA—a shortened moniker for Advanced Recovery for Athletes—on social media, sharing that he’s poured his athletic experience into the recovery tech brand to help others improve their recovery game and increase their performance.

It’s Ronaldo’s latest move in the fitness and wellness industry, having partnered with Avanutri to bring AVA to the forefront of the booming recovery space and compete with the likes of Hyperice and Therabody.

The Al-Nassr Football Club player recently made an undisclosed yet sizable investment in personalized supplement maker Bioniq, upping its valuation to $82 million. Earlier this year, Ronaldo also launched Erakulis, a wellness app, and signed with human performance wearable brand Whoop as an investor and brand ambassador.

The Portugal-based AVA also sells an AquaBag Ball and AquaBag Cylinder as home-based fitness gear.

Recovery technology has become more than a trend, with even everyday fitness enthusiasts engaging in post-workout treatments as part of their holistic health and fitness regimen.

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Artificial Intelligence. Two words. AI. A concise two-letter acronym. Neither were part of the fitness industry’s conversation just a few short years ago, but what was once seen as a long-term prospect is now rapidly disrupting nearly every industry and unleashing potentially monumental impacts.

Many anticipate AI’s impact on the fitness industry to be profound, possibly triggering a paradigm shift, and changing the way we deliver and receive health and wellness information and content. It has the capacity to revolutionize everything from user experience and gym management to coaching acumen to nutrition counseling to how well we understand our bodies. The list goes on.

But, how many fitness brands are genuinely embracing AI with meaningful initiatives and purpose today? To what extent are they integrating it, and do these users see it reshaping the fitness industry in the future?

Athletech News delves into this discussion, gathering insights and perspectives from numerous brands across different sectors of the industry.

AI Trailblazers

Hyperhuman has been leveraging AI since 2020 to power video production for health and fitness companies in two ways.

“Our AI automatically processes and extracts exercises from existing footage, saving companies countless editing hours, and allowing them to build vast, reusable exercise libraries in record time,” said Hyperhuman co-founder and CEO Bogdan Predusca.

“Secondly, we utilize AI to assist content production and even generate the foundation for video workouts and entire programs, which empowers companies to create a more diverse and personalized content offering,” he said.

Predusca says ultimately, they are streamlining production so companies can focus on their core competencies, creating diverse content that caters to a wider audience and personalizing the experiences, leading to better engagement and results.

Lumin Fitness, which dubs itself “The World’s Smartest Fitness Studio,” uses AI to power the entire fitness experience for members.

When you walk into a Lumin Fitness studio, you are literally interacting with the space. Through sensor technology to track physical movement paired with their app, the studio automatically checks members in, directs them to their dedicated station, and guides and motivates them safely and effectively through their workout.

Founder Brandon Bean says their hyper-personalized approach serves the digital natives who were born with a cell phone in their hand.

Their proprietary operating system, the Lumin OS, integrates the latest in artificial intelligence, spatial augmented reality, gamification, motion tracking and personalized audio.

“The system offers the most intelligent, interactive, and individualized fitness experiences in the world,” explained Bean.

EGYM is on a mission to make the entire gym “smart” by leveraging tools like AI, gamification and other tech features.

Early in 2024, EGYM unveiled a new innovation that collects member workout data, learns from that data, and then applies it to the entire fitness floor and beyond. The feature promises to elevate and personalize a user’s individual workout experience as the AI learns from their exercise habits and creates a unique training plan accordingly.

“We want to make the whole gym ‘smart’,” said EGYM North America general Manager Dana Milkie. ”By understanding members’ preferences, their goals, and experience levels and combining it with the data we are able to track on our platform, we can deliver a workout tailored to the member and the operator’s facility.”

Right on the heels of this, the fit tech company debuted EGYM Genius, an AI-powered software that develops accurate, adaptable and personalized training plans leveraging user goals and billions of data points. With its ability to link strength equipment, free weights, cardio and more by different suppliers, the software connects entire gym floors. 

“We’re working on a base of over 7 billion data points we’ve collected over a decade,” said John Ford, EGYM chief product officer. “Dynamic plans are only possible with a product like Genius, which takes into account everything we’ve tracked up until the moment that you press start.”

The studio management software platform Walla uses AI to enhance time efficiency for clients and boost customer retention.

“AI helps our customers to quickly build communications with AI-generated text and images and to also get answers faster than ever,” said Walla co-founder and CEO Doug Hecht. “We’re experimenting currently with how AI can increase retention by identifying risk factors that could indicate someone is likely to quit. And for franchises, through AI we can automatically surface key metrics to support their growth with new site location selection based on demographic insights, behavior analysis, and LTV (lifetime value) prediction.”

Body scanning tech leader, Evolt is using AI-driven analytics to provide deeper insights into individual health markers, enabling tailored fitness and nutrition plans. Evolt will continue to expand its use of AI by incorporating more advanced predictive analytics and machine learning algorithms.

“As we move forward, Evolt plans to expand its use of AI by incorporating more advanced predictive analytics and machine learning algorithms,” said Evolt’s head of research and development Kylie Zimmerle, “We aim to create a more interconnected ecosystem that seamlessly integrates data from various sources, providing holistic health, fitness, and wellness solutions, all while maintaining the accuracy and science-based outcomes our customers expect from Evolt.”

Apps Get In on AI Action

Macro counting app, Macrostax makes their meal planning smarter with the use of AI.

“The app can suggest foods similar to those a person has already eaten or what is available in their kitchen,” said Lindsey Love Jenks, Macrostax founder. “This keeps the options dynamic while customizing them to a person’s likes and dislikes. This was not possible before AI.”

Life Time broke new ground in June, partnering with Microsoft to launch L.AI.C (pronounced lay-see), an AI-driven companion for its members that is housed within the Life Time member app. The luxury athletic country club operator has tapped Microsoft’s AzureOpenAI Service for the new feature, which is rolling out to beta users.

The first version offers quick answers to basic questions such as club descriptions, hours and offerings of its 170+ clubs while future editions of L.AI.C will provide personalized class suggestions, assisted class and court reservations, tailored workout programs, answers to wellness-related inquiries, and connect members to online and in-club resources.

“AI advancements are unstoppable, and we’re embracing this opportunity to provide our members with experiences that will only get better and better –  just as we have committed from the start,” Life Time founder and CEO Bahram Akradi told Athletech News.

Future is a personal coaching fitness app that’s harnessing AI to enable its world-class coaches to be more effective, efficient, and precise with their work.

This company has invented a constellation of AI agents that help coaches generate and adapt training plans, craft thoughtful and effective human interactions, and remember key details about every client’s preferences, goals, plans, and life circumstances.

“Our company is built on one single insight: people move people,” said Future co-founder and CEO Rishi Mandal. “We believe it takes a coach, a trainer, or a community to achieve this and we are layering in tech to drive consistency in workouts and recommend best approaches. This frees up time to spend more time on relationship-building, which is so critical for guiding members to their best outcomes.”

The Impact of AI on Fitness: Who Stands To Gain?

When asked who will be impacted most by AI all entities emphatically agree that the human interaction element is still critical, and that both consumers and companies will be impacted.

According to Predusca, companies will benefit from AI by streamlining costs, enhancing content quality, focusing on unique selling propositions, and expanding their reach to new audiences.

“This results in a true omni-channel presence that enhances operational efficiency,” he said. “For consumers, AI promises a more personalized fitness journey. It will deliver content tailored to individual goals, preferences, and health data, making workouts more engaging, enjoyable, and effective.”

Bean highlights that in boutique fitness, where human interaction is crucial, AI complements rather than replaces this element.

“The technology behind the Lumin OS supports operators and coaches by allowing them to concentrate on building community and providing an even more personalized experience for members.”

This article originally ran in ATN’s Technology & Innovation Outlook 2024 report. Read more about the transformative impact of cutting-edge technology on the fitness and wellness industry and download the free report today.

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At a time when industry leaders are moving away from traditional tools like BMI in favor of shape-based metrics such as the Body Roundness Index (BRI), Fit:match, a technology company specializing in 3D body scanning and analysis, has introduced a solution designed to do so while also aiming to meet the growing consumer demand for real-time, hyper-personalized body insights.

In partnership with Intel Corporation’s RealSense technology, Fit:match has launched Reflect, a one-sensor 3D LiDAR body scanning system designed to change how users access and utilize body data across fitness, wellness and retail industries.

During a recent launch webinar, Hillary Littleton, head of marketing at Fit:match, explained the impetus behind Reflect. 

“Feedback from gyms, wellness centers, and other partners revealed a real need for tools that provide immediate, personalized body data,” she said. “While wearables are great at tracking metrics, they often miss out on immediacy and Reflect aims to bridge that gap.”

How it Works

Reflect is a freestanding, interactive 3D body scanning device designed to deliver precision measurements and personalized insights in seconds. Users stand on a turntable that spins 360 degrees as a single-sensor LiDAR scanner captures an accurate 3D body model in real time – generating a personal avatar. Minimal scan requirements ensure that scans can be done at any time with no need for fasting or X-rays.

Next, users can scan a QR code on the Reflect tablet to view their results via the Fit:match iOS app. Within the app, users gain access to a range of body insights, including:

• 3D body metrics and circumference measurements (neck to ankles)
• 2D dimensions
• Tools to track body transformations over time
• Personalized size recommendations from partnered retail brands like Lululemon, Skims, and Vuori and others

Reflect’s 3D shape tracking is meant to offer a more comprehensive view of body transformation beyond traditional weight or BMI metrics. By visualizing progress through an avatar, users can focus on improvements in muscle development, posture and overall shape changes.

“The goal is to provide instant, actionable insights that fit seamlessly into busy lifestyles,” said Littleton.

Precision and Privacy

Another touted benefit is the tech’s ability to protect privacy. Reflect does not capture bio-identifiable data such as photos or videos, but focuses solely on body shape and measurements, keeping user data secure.

For fitness professionals and gym operators, Reflect offers a visual, shape-based approach to body transformation. Gym members can scan themselves regularly to track changes, while trainers and coaches use the data to tailor programs with greater precision.

Littleton pointed out the increasing need for this kind of real-time data in athletic spaces.

“In competitive sports, understanding the intricacies of body shape is key to measuring performance. Understanding asymmetries — how one side of the body may differ from the other – can be key to targeting specific areas for improvement over time.”

Looking ahead, Fit:match plans to enhance Reflect’s capabilities even further. By Spring 2025, the company plans to roll out additional features, including advanced tools for tracking and comparing 3D avatars over time, making body data even more actionable for users. Other updates will allow members to better manage their profiles on mobile devices, share progress with trainers or nutritionists and receive size recommendations across partnered retail brands all within the app.

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Endorphins Studios has launched as a next-generation content production company for health and fitness brands, the result of a partnership between Endorphinz, a fitness media company, and Extel, an agency in gaming, extended reality (XR) and AI development.

Endorphins Studios will create immersive and personalized content experiences for health and fitness brands and creators, including video and photo production, AI content creation, game design, interactive learning simulations, and experiences in virtual (VR) augmented (AR) and mixed reality (MR).

“Endorphinz provided best-in-class media production to over 75 fitness brands while helping companies navigate the pandemic and build digital brands over the last 5 years,” said Mike G. Hansen, the founder of Endorphinz and a partner at Endorphins Studios. “Now, it’s time to extend that media into emerging platforms, producing content using advanced technology for more immersive and personalized experiences.”

“Whether you need real-world media like videos or want to dive fully into virtual reality, Endorphins Studios will be your trusted partner every step of the way,” Hansen added. 

With a team of 20-plus developers who specialize in gaming, AI and VR, Endorphins Studios says it can help health and fitness brands transition from static and dynamic media to immersive, tech-enabled content experiences and navigate the upcoming Web 3.0 environment. 

“Since 2008, we’ve been developing games and interactive experiences, supporting health and fitness brands with everything from cardio-based games to VR fitness experiences,” noted Kandaswamy Sankara Narayanan, the founder of Extel and a partner at Endorphins Studios.  “Combining forces with Mike G. Hansen and capitalizing on Endorphinz’s experience will accelerate industry innovation, allowing brands to push the boundaries of what’s possible as we lean further into AI-powered solutions for both real and virtual worlds and new media experiences.”

Endorphins Studios comes as ChatGPT developer OpenAI just released Sora, a video-generating AI that can create “realistic videos” from text, photo and video inputs. Sora has the potential to transform video content generation in the same way ChatGPT has done for text-based content, giving health and fitness brands a powerful new tool for marketing and advertising. 

To celebrate its launch, Endorphins Studios is offering all first-time health and fitness customers a content and media audit which includes a review of current production, recommendations on new tools and a complimentary storyboarding workshop for new content ideas. 

To learn more about Endorphins Studios, you can contact Info@EndorphinsStudios.com

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