2024 has emerged as a defining year for gut health, capped off by Pendulum co-founder and CEO Colleen Cutcliffe, PhD, and longevity expert Peter Attia, MD, who co-led a gut and metabolic health-focused session at LongevityFest 2024 in Las Vegas this month.

Hosted by the American Academy of Anti-Aging Medicine (A4M), the event featured the two experts delving into gut health, metabolism and longevity in a session titled “The Importance of Metabolic Health and the Relationship with the Gut: A Conversation.” In their discussions, Cutcliffe and Attia highlighted emerging scientific advancements and next-generation probiotic strains like Akkermansia muciniphila, while emphasizing the importance of medications and lifestyle modifications in addressing common metabolic wellness challenges.

Although Dr. Cutcliffe and Dr. Attia are both at the forefront in metabolic health solutions—Dr. Cutcliffe at the helm of a microbiome science-focused biotech company and Dr. Attia as the founder of Early Medical, a lifespan-centered practice—the duo emphasized that metabolic health is a complex issue requiring more than a one-size-fits-all approach.

“This is a very difficult problem to solve,” Dr. Attia noted. “And when solving difficult problems, I like to have multiple solutions.”

The discussion also explored the interconnected relationship between diet and the microbiome, highlighting how high-performing microbes stimulate GLP-1 production, generate short-chain fatty acids essential for metabolic health, and thrive on fiber- and polyphenol-rich diets. Interestingly, studies have shown that those with pre- and type 2 diabetes and obesity tend to lack such strains.

“Nutrition and the microbiome are tied at the hip… what you’re eating is feeding these microbes,” Dr. Cutcliffe said.

As Dr. Attia explained, Type 2 diabetes extends beyond insulin resistance, representing a wide-ranging dysfunction across multiple organs, referred to as the ‘Ominous Octet,’ and described it as an “organ-by-organ assessment of Type 2 diabetes.”

When discussing solutions to support metabolic wellness, Dr. Cutcliffe emphasized the importance of specific probiotic strains, such as Akkermansia muciniphila and Clostridium butyricum, which also play a role in promoting weight management

“When you don’t have those strains and they’re not able to perform their function, you may not able to stimulate GLP-1 production,” she explained. “Akkermansia muciniphila has sort of emerged as a keystone strain because it also regulates the mucin layer of your gut lining.”

In addition to consuming mucin, the strain can stimulate the production of new mucin. Without Akkermansia, however, the gut lining structure is disrupted, potentially affecting GLP-1 production.

Check out Cutliffe’s recent discussion on unlocking metabolic health during Athletech News’ DISRUPT series here.

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While the obesity epidemic still runs rampant in America and much of the modern world, an ever-increasing number of consumers are prioritizing nutrition, leading to a proliferation of healthy food and drink options.  

Driven in part by the GLP-1 weight-loss craze, the market for healthy eating continues to grow, with brands from Nestle to Hims & Hers entering the space. 

Amid this backdrop, Lifesum, a popular healthy eating app with over 65 million users, has revealed its top five food and drink trends for 2025. 

“The future of food is functional, blending nutrition with purpose to support holistic health and well-being,” said Lifesum CEO Markus Falk. “These trends reflect a growing desire for foods and drinks that not only nourish the body but also empower individuals to live healthier, more balanced lives, making wellness both accessible and enjoyable.”

Here are Lifesum’s predictions for the five healthy eating trends set to define 2025, based on anonymized user trends and behaviors within the Lifesum app, supplemented by industry research and insights.

GLP-1 Enhancing Foods

Foods inspired by GLP-1 drugs like Ozempic and Wegovy are “set to dominate” in 2025, according to Lifesum. These foods help support weight management, either by boosting GLP-1 naturally in the body or by providing protein, which is vital for preserving lean muscle mass while losing weight. These foods are meant to complement weight-loss medications, not replace them, Lifesum notes. 

Examples include green tea blends, which contain catechins that boost natural GLP-1 secretion for appetite control, and protein-enriched coffee and energy drinks.

Brands To Watch: Nestle, Hims & Hers and SoWell have all introduced pre-packaged food and drink lines designed to support people taking GLP-1s, underscoring the growing market for weight-loss companion meals.

Fermented & Gut-Health Foods

Gut health and microbiome supplements have become highly popular, but the right foods can produce similar effects. Fermented and probiotic-rich foods are expected to take off in 2025: searches for gut-health foods increased by 47% in 2024, according to Lifesum’s research. 

Foods like fermented cashew cheese, a dairy-free alternative rich in probiotics, and kimchi superfood blends, which pair kimchi with ingredients like turmeric and spirulina, are foods to watch in 2025.

Brand To Watch: Supergut, a prebiotic superfood brand that launched in 2022, inked a deal with GNC earlier this year to bring its line of prebiotic drink mixes and bars to the health retailer. 

Nootropic Beverages for Cognitive Health

As mental health becomes a bigger priority for people around the world, nootropic drinks have emerged. A category of supplements designed to improve cognitive functions like focus, memory and creativity, nootropics are commonly found in pill form, but they’re also making their way into prepackaged drinks.

Examples of nootropic beverage include cacao-based tonics, which offer adaptogens like rhodiola rosea for mood and mental clarity, and matcha + L-theanine combos, which seek to pair energy and calm for cognitive support.

Brand To Watch: Odyssey, which makes ready-to-drink beverages infused with nootropics, raised $6 million earlier this year. 

Fiber-Rich Foods

The health benefits of fiber are becoming more appreciated by the general public amid the GLP-1 craze, thanks in part to the nutrient’s ability to regulate appetite. Searches for fiber-rich foods increased by 29% in 2024, per Lifesum.

To help busy people get more fiber on the go, fiber-infused sparkling waters and fiber-rich smoothie boosters could become more popular in 2025. 

Brand to Watch: Vibi+ is among those getting in on the fiber beverage trend. The brand’s prebiotic-infused water contains 27% of the average American’s daily fiber needs in one bottle.

Protein Powder & Foods (especially for women)

Protein-enriched foods are nothing new in the fitness world, but they’ve got impressive staying power. Driven in part by the rise of strength training and the benefits of protein consumption for GLP-1 takers, protein is poised to remain highly popular in 2025.  Women are seeking protein more than ever before for hormonal balance, muscle recovery and metabolic health benefits, Lifesum notes. Searches for protein-rich foods increased by 42% in 2024, according to the healthy eating platform. 

Protein donuts, which can be enriched with whey or pea protein powder, represent one creative way brands are offering protein in tasty ways. 

Brand To Watch: To help people get their daily protein while avoiding some of the GI discomfort that many experience while taking protein supplements, celebrity trainer Jason Walsh created Rise311, a plant-based protein powder that contains clean ingredients and enzymes for digestion. 

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In the everlasting battle that is weight loss, the public understands that using GLP-1s is only half of it. 

Medifast, the health and wellness brand known for its coach-guided lifestyle solution Optavia, recently conducted a survey with market research firm Talker Research to get a pulse on how Americans feel about weight loss medications and the size of their role in someone’s health journey. The data says it’s a supporting one rather than a lead one. 

Of the 2,000 nationally representative United States adults who participated, 65% of them believed that weight loss medications are more effective when used together with lifestyle changes, while 45% agreed that medications alone won’t allow them to reach their long-term goals. 

“Weight loss is a journey that requires a holistic approach, including proper nutrition, adequate exercise, sufficient sleep and a healthy mindset,” said Dan Chard, chairman and chief executive officer of Medifast. “The survey results clearly point to a growing need and desire among U.S. adults for a more comprehensive, balanced approach to weight loss that complements or goes beyond just medication.”

But while GLP-1s aren’t seen as the end-all-be-all in terms of weight loss, they can be a catalyst for it, along with a more holistic health lifestyle for users. The study also found that if weight loss medications were readily available, 73% of those surveyed would commit to healthy eating, 72% would commit to regular exercise and 55% would prioritize quality sleep.  

Chard and Medifast aren’t the only ones who’ve arrived at this conclusion. Paul Byrne, a partner in Harrison Co.’s Fitness & VMS practice, recently expressed a similar opinion to Athletech News, citing a report claiming the total addressable market for U.S. fitness clubs is expected to increase by $6.8 billion thanks to increased GLP-1 usage. 

Last year, Evercore ISI, an equity research firm, also relayed survey data where 39% of respondents said they avoid going to the gym due to feeling self-conscious. Thus, the firm predicted that large-scale weight loss could help to uncork a surge in new gym memberships.

“It is evident that the majority of people trying to lose weight understand the importance of lifestyle changes and are looking for effective tools and support to help them in their efforts,” Chard added.

Medifast touts Optavia as a key tool in this regard. The program facilitates weight loss programs with medical guidance while promoting additional healthy habits such as weight management, eating & hydration, motion, sleep, mind, and surroundings. 

“With our habit-based and coach-guided lifestyle solution, Optavia, Medifast is uniquely positioned to meet this clear consumer demand,” said Chard. “We offer customized programs and the support of coaches who draw upon their own personal weight loss experience – two of the top tools respondents identified as crucial. As the market continues to grow, we remain dedicated to supporting individuals in achieving their health and wellness goals through a holistic approach that incorporates both lifestyle changes and, where clinically appropriate, weight loss medications.”

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Life Time made headlines around a year ago when it launched Miora, a longevity and performance clinic that gives Life Time members access to medical guidance, personal trainers and services including bloodwork, recovery therapies and GLP-1 weight-loss drugs. 

The launch of Miora marked a turning point for the fitness industry’s embrace of the longevity movement. Since then, brands including Equinox and Fitness SF have launched similar services, while gym and health club operators across the country tout the promises of an era where fitness, lifestyle and healthcare converge. 

Jeff Zwiefel, the longtime former chief operating officer and president of Life Time who now runs the Miora program, sat down with Athletech News founder and CEO Edward Hertzman during the DISRUPT 2024 video series to share his thoughts on the program’s progress around 12 months after its launch.

Here are some key takeaways from their conversation.

The Rise of Longevity & Preventive Care

Zwiefel said Life Time created Miora to democratize access to health-optimization services that were once reserved for the “uber-rich.”

“The consumer, now more than ever, is interested in optimal health; they’re interested in looking good, feeling great, and living longer, better,” he noted. “And there wasn’t a viable, trusted solution on a national basis (that was) out there. … We felt like we could be a tremendous one-stop-shop solution for our customers.”

Miora members first get their bloodwork taken to measure over 90 biomarkers. Based on those results, medical and fitness specialists recommend a personalized combination of longevity, weight loss and performance protocols. Services include IV therapy, peptides, red-light therapy, aesthetic treatments and GLP-1s, among other options. 

The initial bloodwork for a Miora subscription runs between $400 and $800, and then a recurring monthly membership costs between $149 and $249. That’s not cheap, but it’s significantly more affordable than a personalized longevity program used to be, Zwiefel noted. 

“One of our objectives was to make this accessible to the masses (and) make this available to our customers at a price point that they can afford,” he said. 

While Miora leverages MDs and nurses, Zwiefel was quick to point out that the Life Time clinic isn’t meant to replace the doctor’s office. Instead, it’s meant to help “take people beyond neutral,” prioritizing preventive care in a way traditional American healthcare doesn’t. 

“We’re not looking to provide sick care, we’re not looking to provide treatment of disease,” Zwiefel said. “We’re looking to try to provide health optimization. We’re trying to help consumers look better, feel better, perform better.”

GLP-1s as a Massive Fitness Opportunity

On the subject of GLP-1s, Zwiefel noted he was originally skeptical of the weight-loss wonder drugs but became convinced of their value and efficacy after digging into the research. 

“The power … in creating hope for customers that have failed in their weight-loss journeys countless times is an amazing opportunity,” he said. 

Zwiefel is a firm believer that the rise of GLP-1s will be a positive force for the fitness industry over the long term by encouraging more people to join gyms and health clubs, or just work out in general. 

A recent report from investment banking firm Harrison Co. estimated that the total addressable market for U.S. fitness clubs is expected to increase by $6.8 billion as a result of more people taking GLP-1s.

“There’s no doubt that I think this is going to enlarge the segment of people working out,” Zwiefel said, although he noted that it’s incumbent on the fitness industry to ensure it’s creating a welcoming and safe environment for members taking weight-loss drugs.

“We’re at an inflection point within the health club industry, I would argue, to be at the center of this conversation” around GLP-1s, he added. 

Life Time Eyes Miora Expansion

Miora is still in pilot mode – Life Time’s flagship Target Center location in Minneapolis, Minnesota, is the only club that currently offers the clinic. But Zwiefel told ATN that the test is going well so far, and that Life Time is planning to expand the clinic to more of its locations across the United States.  

“We’re now at the stage where we are planning to roll out hub-and-spoke destinations across the other 180-plus lifetime locations,” Zwiefel said. 

Life Time’s planned nationwide rollout of Miora will be methodical, involving coordination with state laws and regulations as well as partnerships with local medical providers in select markets, Zwiefel noted. 

“We’re going to continue to thoughtfully roll Miora out in a very pragmatic and impactful way, but making sure that we continue to maintain the right quality as we scale – and consistency,” he said. 

To watch Zwiefel’s interview in full, click here.

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Echelon Fitness, a leading supplier of connected fitness equipment, has kept innovation at the forefront of all its labors since its launch roughly eight years ago. It intends to do the same for the next eight — and all that come after. 

“I believe we’ve done a good job of proving ourselves as a company who can make high quality products, with good design while also being innovative,” said Lou Lentine, CEO of Echelon Fitness. “Innovation is in our blood.”

In the past, present and future, Echelon has an array of products either out or set to come out that exemplify this attitude. The brand keeps a close ear to the ground regarding the needs of its commercial customers as well. With every solution Echelon develops, there’s one — or several — pain points for operators that are alleviated. 

Touching on a variety of sectors within the fitness industry in the process, Echelon is expanding its reach in accordance with its suite of products.

An Exciting New Launch

Echelon’s latest innovation, the Echelon Cable Crossover, supports arguably the hottest commodity in the fitness space today — strength training. The equipment does so in a new-age way as well. The equipment uses digital resistance rather than plates to form a consistent “pull” feeling. 

“It really burns your arms, chest or whatever exercise you’re doing,” said Lentine. “It’s a really good workout. We have 100 units and we hope to have those all pre-sold prior to our launch in January.”

The Cable Cross Over also comes with two servo monitors attached to it. Users can select eccentric, isokinetic or elastic modes when conducting their workouts and also increase or decrease resistance by more specific amounts within sets. 

This innovative machine will accommodate gyms, hospitality and multi-family industries as well. Without the banging plates that come with traditional cable crossover machines, Echelon’s version eliminates any unwanted noise, making it easy to integrate in such environments and a building block for similar products down the line. 

“They love it because it makes no noise,” said Lentine. “We’re excited about this, this type of machine, and we will be adding products in the line like that, also with a Smith Machine included as well in the future.”

“We’ve actually put the machines in a few gyms, including a gym here in Florida called Raw Fitness in Port St. Lucie,” Lentine added. “Their members have been loving it. Dom, the owner, loves it. It’s getting great feedback and that gym has a lot of hardcore fitness enthusiasts and bodybuilders there.”

Other Advancements in Strength 

But even with the Cable Crossover generating buzz as Echelon’s newest marquee offering, nobody has forgotten about the brand’s “ultimate strength too,” the Strength Pro. 

Like the Cable Crossover, the Strength Pro uses digital resistance to ensure controlled and consistent exercise movements. It also carries connected fitness panels that make trainers available to help with instruction and workout customization. It continues to be welcomed into gyms and remote fitness environments with open arms. 

“We’re seeing thousands of workouts every month being taken,” said Lentine. “The user can either take a workout with one of our instructors or they can build that workout with no instruction. We’re seeing the instruction workout being used very often.”

There’s also the Strength Home, a system designed to provide guided and customized workouts with easy-to-adjust resistance levels for individuals more distinctly interested in remote fitness. Although the Strength Home launched just a few weeks ago, Echelon is already planning on adding a handful of updates to it and the Strength Pro that promise to take the workout experience it facilitates to the next level.

“We’re working on a couple more things,” Lentine said. “We’ve added new instructors. We’re going to be creating workouts for specific gyms. It’ll be saved on the machine, so they’ll be only available for that gym. Plus, we are working on the ability for users to save the weight that they’ve done in prior workouts. That will be coming in the spring, as well as additional features that we’re working on.”

Wellness and GLP-1s

Echelon’s ability to keep a close pulse on fitness has led the brand into less traditional sectors of the industry as well. Weeks ago, Echelon launched ActiveMD, a subsidiary company with an online telehealth program that offers weight loss medications such as Ozempic, Wegovy, Mounjaro and Rybelsus to qualified individuals. 

Exciting as this new enterprise is for Echelon, the brand is taking its first steps into the GLP-1 space responsibly. Echelon is committed to keeping the individuals turning to GLP-1s healthy in all regards, also supplying them with the necessary workout plans to counter the muscle loss that may come with GLP-1 usage. 

“We understand that people are taking these GLP-1s so they’re losing muscle mass,” said Lentine. “We believe if we can combine S1 with the at-home health care, we can provide a better program than someone just buying the GLP-1 and then losing muscle mass. We’re trying to make it a better program for them than just buying a product on its own.”

Lentine also added that users will soon be able to get hormone therapy drugs, such as a testosterone supplement, via the platform as well. The brand is also excited to announce it will be offering partnership programs with gyms, allowing their members to order from myactivemd.com and the facility to receive a financial benefit.

Echelon has wellness at the top of its agenda as well. The brand recently purchased ThriveX, an advanced recovery solution supplier. With ThriveX, Echelon reports that it will launch saunas in 2025 as well as a new chiller system to implement with its cold plunges, capable of creating ice on top of the plunge’s water. 

“We’re excited to bring that to the market and think that’ll create a big buzz,” said Lentine. “We’re all in on the recovery and we think having this in our company really differentiates us from anyone else in the fitness product space.”

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Hims & Hers Health, Inc. is expanding its offerings to include daily meal replacement bars and shakes for its customers, beginning at $110 per month.

The health and wellness platform says the new protein-packed nutrition products suit those on a weight loss plan, including those on GLP-1 medications. A bar-and-shake subscription includes nutritional guidance, weekly meal plans, and recipes.

Earlier this year, Hims & Hers expanded into the GLP-1 space by offering compounded GLP-1s and oral medication kits. The platform recently released a white paper highlighting the program’s success, including a standout statistic: 87% of customers are actively working toward, nearing, or have already achieved their weight loss goals.

“For an individual’s weight loss goals, the most effective plans are ones that are holistic and sustainable in nature,” Hers chief medical officer Dr. Jessica Shepherd said. “Keeping up with nutrition is critical to a sustained weight loss journey, but can be difficult to stay on top of. Our priority is to support each of our individual customers by making it easier for them to get the comprehensive care they need.”

Hims & Hers snack bars offer 15 grams of protein and 19 vitamins and minerals in one serving and come in cinnamon, peanut butter, and fudge graham flavors. The shakes offer 27-30 grams of protein and 24 vitamins and minerals and come in double chocolate and vanilla flavors.

“Our meal replacements are designed to further strengthen the plans available to our customers for reaching and maintaining their weight loss goals,” said Dr. Craig Primack, SVP, of weight management at Hims & Hers. “Making affordable nutritional support easily available is one powerful way we can help people achieve a healthier lifestyle.”

Weight Loss Meds Influencing Food Products

The need for proper nutrition for weight loss medication users has given rise to new nutritional products. Food giant Nestlé has launched Vital Pursuits, a line of 14 frozen meals that hit shelves earlier this fall and provides dietary support for GLP-1 users and those working on weight management. Daily Harvest also offers a GLP-1 Support bundle that is high in fiber and has no added sugars. It’s a trend that has also extended to brick-and-mortar locations — Smoothie King, a smoothie franchise, has just unveiled a special menu to support GLP-1 users.

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Signe Svanfeldt is the Lead Nutritionist at Lifesum, a highly popular healthy eating platform

In the quest for effective weight loss, GLP-1 medications have emerged, praised for their ability to enhance metabolic health and promote sustainable weight loss for people who are obese or overweight.

However, as with any weight management strategy, careful consideration is essential to ensure optimal health and functionality. A paramount concern for individuals utilizing GLP-1 medications is the preservation of muscle mass, a factor in which protein intake plays a pivotal role.

The Importance of Muscle Mass Preservation

Weight loss is more than simply shedding pounds; it is fundamentally about improving body composition. Muscle mass is integral to overall health, metabolic efficiency, and physical performance. When embarking on a weight loss journey – especially one facilitated by GLP-1 medications – our bodies adapt to reduced caloric intake by seeking alternative energy sources. This adaptation can lead to the utilization of muscle mass, resulting in adverse effects such as decreased strength, diminished metabolic rate and reduced fitness capabilities.

Muscle mass is critical for maintaining strength and physical functionality. Individuals with greater muscle mass typically exhibit a higher basal metabolic rate (BMR), which indicates an enhanced capacity to burn calories at rest. This is particularly crucial during weight loss, where the objective is to lose fat while preserving muscle. For those on GLP-1 medications, which often induce significant reductions in appetite and caloric intake, the risk of muscle loss becomes pronounced. Thus, a concerted effort to ensure sufficient protein intake and engage in strength training is vital.

Prioritizing Protein Intake

Protein serves as the fundamental building block of muscle, making its intake particularly crucial for individuals on GLP-1 medications. Experts recommend that individuals striving to preserve muscle during weight loss consume around 1.5 grams of protein per kilogram of body weight – almost double the standard recommendation of 0.8 grams per kilogram for the general population. Adequate protein consumption is essential for muscle repair and growth, ensuring the body can effectively respond to physical activity while maintaining strength.

To meet these elevated protein requirements, individuals should integrate a diverse array of protein-rich foods into their diets, including lean meats, fish, eggs, dairy products, legumes, and other plant-based proteins. Consuming protein-rich snacks can also help bolster overall intake without causing discomfort, which is particularly beneficial for those whose appetites may diminish due to GLP-1 medications.

The Integral Role of Strength Training

In tandem with proper protein intake, engaging in regular strength training is essential for muscle preservation. Resistance exercises stimulate muscle hypertrophy and contribute to maintaining muscle mass, even in the context of reduced caloric intake. Individuals are encouraged to incorporate strength training sessions into their routines at least two to three times a week, prioritizing compound movements that engage multiple muscle groups.

Strength training not only helps retain existing muscle mass but also enhances overall body composition and metabolic health. Moreover, it can improve insulin sensitivity – an important benefit for those on GLP-1 medications.

Effective Macronutrient Tracking

For individuals navigating weight loss on GLP-1 medications, apps like Lifesum provide invaluable tools for tracking macronutrients, with a particular emphasis on protein. Logging daily food intake allows users to gain insights into their dietary patterns, ensuring they meet their protein goals. Its user-friendly interface enables effortless adjustments to macronutrient targets, allowing for personalized protein intake based on individual weight and fitness objectives.

By consistently monitoring protein consumption, users can receive constructive feedback on their dietary habits through features like weekly scores, which identify areas for improvement. This intuitive, data-driven approach empowers individuals on GLP-1 medications to make informed nutritional choices and maintain muscle mass while progressing toward their weight loss aspirations.

The Significance of Micronutrients

While protein is essential for muscle preservation, micronutrients play a crucial role in supporting overall health, particularly during weight loss. Essential vitamins and minerals, including calcium, magnesium, and vitamin D, are vital for optimal muscle function and bone integrity. Calcium facilitates muscle contraction, nerve signaling, and bone density maintenance, while magnesium is instrumental in energy production and protein synthesis. Vitamin D is key for calcium absorption and is associated with muscle strength.

Given the reduced food intake often associated with GLP-1 medications, individuals may risk micronutrient deficiencies, highlighting the need for a diet rich in nutrients. Incorporating leafy greens, whole grains, legumes, and healthy fats can help ensure adequate micronutrient intake. Tracking your daily food consumption can assist users in promoting a well-rounded diet that fulfills all nutritional needs.

A Holistic Approach to Weight Loss

Combining protein-rich foods, strength training, and effective nutrient tracking is a comprehensive strategy for weight loss on GLP-1 medications. By prioritizing high-quality protein sources and committing to regular physical activity, individuals can optimize their weight loss journeys while safeguarding muscle mass.

Monitoring both macronutrients and micronutrients fosters a balanced diet that supports weight loss and muscle preservation. Its integrated biomarker testing offers personalized nutrition recommendations based on individual metabolic profiles, further refining the effectiveness of weight loss efforts.

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Hims & Hers Health, Inc. has released a white paper, “Hims & Hers Weight Loss: A Look at Early Customer Experiences and Outcomes,” providing insight into the success of compounded medication users within the Hims & Hers weight loss program. 

Early findings show that customers are managing side effects well and feeling healthier overall. 79% of compounded GLP-1 customers reveal their experience has met or surpassed their expectations. A high number (90%) report they are satisfied with their personalized dosing plan, and 87% of customers are working toward, nearing, or have already met their weight loss goal. 

“The data and insights we have been able to glean through our research show that our customers are having meaningful health outcomes when it comes to weight loss,” said Dr. Jessica Yu, senior director of patient experience at Hims & Hers. “The data shows our customers are experiencing good weight loss on compounded medications, having manageable side-effects through personalized dosing, suggesting the treatment is sustainable and they are making positive strides towards a healthier future.”  

Other findings demonstrate that, on average, those using oral medication kits lost 7.5 pounds within their first month – approximately 3.6% of their initial body weight. Those using compounded GLP-1s lost an average of 9.3 pounds (approximately 4.1% of their initial body weight) in their first month.

“The importance of these findings is significant as we believe early customer satisfaction and treatment adherence is likely to enhance long-term outcomes and even more important as we continue to search for ways to manage the obesity crisis in our nation,” Dr. Yu continued.

Dr. Patrick Carroll, chief medical officer of Hims & Hers, noted that the company is laser-focused on increasing access to personalized care in the highest impact areas of health and fitness.

“With over 40% of our nation’s adults considered obese, our country demands that we use our expertise, size, and industry leadership to answer the very real obesity crisis in the United States and be a part of the solution for the millions of Americans who have obesity and are looking for help,” Carroll said.

A KFF Health Tracking Poll found that roughly one in eight adults had taken a GLP-1 agonist earlier this year. With a growing supply and rising consumer demand, BMO Capital Markets anticipates that annual sales of weight-loss drugs could soar to $150 billion by 2033, surpassing earlier projections. 

“Hims & Hers Weight Loss: A Look at Early Customer Experiences and Outcomes,” can be found here. 

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Noom is adding in-app body scan technology that will help GLP-1 users measure important body composition metrics, track progress, and monitor possible muscle mass loss.

The digital healthcare company partnered with AI and machine learning company Prism Labs to provide the new body scan technology, which uses a smartphone camera.

“GLP-1s are highly effective in driving weight loss, however, much of the weight lost is actually muscle mass,” Noom CEO Geoff Cook said. Last year, Cook was named Noom’s CEO as the platform began its push into the weight loss medication space.

“Our partnership with Prism Labs makes accurate body mapping available to everyone,” Cook continued. “Our Muscle Defense fitness program emphasizes resistance training, and our thousands of high-protein recipes encourage healthy eating, but we needed a simple and accurate way to monitor muscle-mass retention. Now we have it. Now everyone on Noom can gain the body intelligence to live better longer.”

Members record a 10-second body scan video with the Noom app. The AI then analyzes the video, determines precise body composition measurements, and creates a personalized 3D body avatar. Machine-learning software then calculates the user’s body composition and metrics such as body fat percentage, fat mass, waist-to-hip ratio, and lean mass. The data is used to create a comprehensive health report and visualization.  

The new body scan and health report feature will become available to all Noom Healthy Weight and Noom Med subscribers in the coming weeks.

“Noom is an ideal partner because of their focus on using the best technology to empower everyone, everywhere, to live better longer,” Prism Labs CEO Steve Raymond said. “We built our platform to provide anyone with a smartphone with precise, accurate body composition information and health insights that were previously only available using expensive hardware. We’re thrilled to help Noom personalize their programming and empower and motivate their users to take control of their health while making our technology accessible to many millions of people.”

Noom’s New Enterprise Weight Loss Products

Noom has also launched two new pathways for employers to provide their team members with weight loss medications: Noom Med with Smart Rx, a partnership with Waltz Health and Noom Weight with GLP-1 Rx.

Noom Med with Smart Rx offers direct and cost-effective access to GLP-1 medications, where employers can cover the drugs as a supplemental benefit. Noom Weight with GLP-1 Rx, on the other hand, gives employers the option to offer weight loss support in the form of Noom’s behavior change program with the option to receive a discount on non-branded GLP-1 medications, such as the digital healthcare company’s compounded semaglutide product.

Both products will be available to employers in January 2025.

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For all the fitness industry’s growth as of late, the vast majority of Americans still don’t belong to a gym. GLP-1s might hold the key to changing that calculus. 

The rise of GLP-1s as weight-loss drugs is just getting started, and experts believe increased adoption over the coming years can be a huge boon for the fitness industry, finally getting a bigger swath of the U.S. population into gyms and studios. 

According to a new report from investment banking firm Harrison Co., the total addressable market for U.S. fitness clubs (including gyms and boutique studios) is expected to increase by $6.8 billion as a result of more people taking GLP-1s.

That’s an increase of around 20% from the fitness club industry’s current addressable market of $35 billion, the firm reports. 

“I think it’s one of the biggest opportunities to come along for the industry in a long time,” Paul Byrne, a partner in Harrison Co.’s Fitness & VMS practice, tells Athletech News. 

The Case for GLP-1s as a Gym Booster

The argument, which has been advanced by Byrne and other analysts, is that as more Americans start to take GLP-1s and lose weight as a result, they’ll be more inclined to want to join a gym. 

For gyms across America, this would be good news, especially since the GLP-1 wave is just getting started. 

Around 12% of Americans have taken GLP-1s at some point, and around 6% currently use the drugs. Those numbers are expected to increase significantly over the next few years as GLP-1s become more affordable thanks to more generic options and wider coverage from health insurance. JPMorgan estimates that the GLP-1 market will exceed $100 billion by 2030. 

While it’s too early to make a definitive judgment on whether the hypothesis advanced by Byrne and others will prove true, the early returns seem promising.  

“Once people go on GLP-1s, the data shows that they’re much more likely to adhere to a (fitness) program,” Byrne says, citing data gathered by Harrison Co.

What’s more, people’s motivation for going to the gym tends to shift from extrinsic to intrinsic, meaning they become self-motivated to work out rather than chase external validation like acceptance from peers or potential dating partners. 

“Once you flip into this intrinsic mode, you’re much more likely to go to the gym, and the data shows that you’re more likely to go more frequently,” Byrne notes.

Designing Gyms for GLP-1 Users

But the initial momentum of more people losing weight might not be enough to measurably increase gym membership numbers in the long run. The fitness industry likely needs to take deliberate steps to encourage GLP-1 users to stick to a workout regimen. 

Americans are famously overweight. They’re also highly averse to stepping foot inside the gym. 

Under 2o% of Americans currently own a gym membership. The fitness industry has long struggled to increase this figure. There’s even a term for these non-gym-goers in industry circles, the infamous “80%.”

“I’ve been in the fitness industry for over 40 years now, and I’ve been able to see the continued challenges we’ve had with breaking through the obesity epidemic,” Jeff Zwiefel, the director of Life Time’s Miora Performance & Longevity Clinic, tells ATN. “What we’ve been doing isn’t working. We’re not reaching the most at-risk people.”

Zwiefel believes GLP-1s can be gamechanger for the fitness industry, but only if operators around the country work to make people taking the drugs feel welcomed inside gyms by providing ongoing support that spans fitness, nutrition and overall wellness. 

Essentially, gyms should position themselves as the link between medical practitioners who prescribe GLP-1s and the people who take them. 

“We’re better-positioned than anybody to connect the dots for consumers,” Zwiefel says. “Who has better access to fitness professionals, equipment, nutrition programming and supplementation than gym operators?”

How can gyms do this? There are already a couple of examples, and some ideas for the future. 

Under Zwiefel’s guidance, Life Time launched Miora in 2023. Miora is a comprehensive program that gives Life Time members access not just to GLP-1s, but to physicians, nurses assistants and personal trainers to ensure they’re getting personalized, expert advice on how to work out, eat and generally take care of their bodies while losing weight. 

Luxury fitness brand Equinox has created a personal training program designed for its members who take GLP-1s, offering fitness and nutrition advice to help them form long-term, healthy habits around weight loss and fitness. 

Democratizing Access to Weight-Loss Advice

So far, and perhaps unsurprisingly, high-end fitness brands are taking the lead when it comes to designing programs that support GLP-1 users. 

It may be unfeasible for gyms on the lower end of the pricing spectrum to offer their members the type of white-glove service found at Life Time. But that doesn’t mean these brands have to sit on the sidelines.  

“There are other ways to access these customers without having doctors and nurses on staff,” Byrne believes. 

The Harrison Co. partner says high-value, low-price (HVLP) gyms can look to partner with local doctors’ offices who are prescribing GLP-1s, working together with physicians to develop training programs that best support the fitness needs of people on weight-loss drugs. Those programs would undoubtedly include a healthy dose of strength training, which is important in helping people preserve muscle mass while dropping weight. 

Gyms can also design digital programs that introduce GLP-1 users to the fundamentals of working out. This is especially useful since many people on GLP-1s have never attended a gym.

“If you have an app that’s specifically targeted to GLP-1 users, you kind of get over the hurdle of intimidation,” Byrne says. 

Zwiefel, meanwhile, is aware that most brands can’t offer a Miora type of program. But he wants to see industry leaders work collectively to educate fitness professionals on how to coach clients who take GLP-1s. This expertise will funnel down to gym-goers, whether they attend Planet Fitness or Life Time. 

“I would encourage operators to make sure they have foundational certification expectations,” he says. “I want to work with the industry to ensure there’s an accredited certification so that pros can gain this (knowledge).”

Right now, much of the talk around GLP-1s and fitness is highly speculative. But the ball appears to be in gym operators’ court when it comes to harnessing the power of weight-loss drugs to get more Americans working out. 

“I think it’s going to be a massive game-changer and a tremendous tailwind for the industry,” Zwiefel says of the increased adoption of GLP-1s . “But it’s like any tool, it can be used wrong and abused, and it can be used right.”

Download Harrison Co.’s 2024 fitness industry report, “Weights of Change: A New Era of Fitness Shaped by Gen Z, Millennials and Social Media,” here.

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SoWell, the metabolic health supplement distributor, is providing some extra balance for those riding the Ozempic wave. 

The brand is launching a three-part GLP-1 support system that mitigates GLP-1 side effects to help users stay on the medication. The Ozempic market is currently valued at $10 billion, according to SoWell. One in every eight Americans also takes Ozempic/GLP-1s for reasons beyond weight loss, such as alleviating other illnesses, according to a KFF Health Tracking poll from May of this year. 

This support system aims to assist that demographic, as SoWell also reports that 70% of users stop taking their GLP-1 medication after just one year due to limited help addressing its side effects. One of the most common setbacks stemming from GLP-1 usage is the loss of lean muscle mass.

“If weight loss is a goal, regardless of the intervention, it’s crucial to have the best tools and the right information to ensure beneficial and lasting results,” said Dr. Rekha Kumar, speaking on her strength training program for people experiencing weight loss from GLP-1s. “The last thing we want to see is people experiencing weight loss with medication while also losing muscle and decreasing their cardio-metabolic fitness in the process.”

SoWell combats that and more with this support system based on clinical research from founder Dr. Alexandra Sowa’s decade-long experience working with GLP-1 patients. The product includes 17 ingredients said to dilute side effects brought on by GLP-1s, such as nausea, constipation, diarrhea, fatigue, headaches, weakened skin elasticity, hair loss and muscle loss.

“As a physician specializing in internal and obesity medicine, I have spent over a decade working with
GLP-1 patients and understanding their unique needs and challenges,” said Dr. Sowa. “But other products on the market didn’t meet my standards and weren’t developed for GLP-1 users. There is a critical gap in the market when it comes to addressing the side effects an specific requirements of GLP-1 users on their weight loss journey. The SoWell GLP-1 Support System is designed to support and enhance the effectiveness of GLP-1 therapies while helping users achieve their health goals more comfortably and effectively.”

The system breaks down into three parts: SoWell Electrolytes, SoWell Protein and SoWell Fiber. SoWell Electrolytes mainly targets nausea and fatigue with Vitamin B6 and trace minerals. SoWell Protein focuses on maintaining muscle mass, skin elasticity and hair density with whey isolate, collagen protein and digestive enzymes while SoWell Fiber promotes long-term gut health and balances the digestive process with psyllium husk, guar gum and apple pectin fiber.

All are available separately or packaged together. They are all low-sugar, low-carbohydrate and possess zero artificial flavors, coloring or sweeteners. 

This launch from SoWell comes at a pivotal time, as GLP-1 suppliers are growing in accordance with the increased demand. Hims & Hers Health made the medication available to consumers earlier this summer. Ivim at Work even just launched a GLP-1 corporate wellness program. 

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FuturHealth, a weight-loss solutions company, has announced the launch of its Custom Meal Plans. GLP-1 medications, which are predicted to be used by 9% of the U.S. population by 2035, have drastically changed the wellness landscape. With many consumers confused about how to pair weight loss with nutrition, FuturHealth’s Custom Meal Plans seek to provide additional support.

“As the wellness industry moves away from quick fixes and embraces holistic approaches, FuturHealth is at the forefront of this transformation. We combine the latest scientific advancements with consumer needs, providing a comprehensive 360-degree lifestyle solution,” said Sabrina Burgi, chief operating officer of FuturHealth. “Our Custom Meal Plans exemplify our commitment to innovation in weight management. By pairing nutrition with medication, we address the uncertainty many face regarding dietary changes while on GLP-1s, promoting a healthier lifestyle during and after their use.”

FuturHealth notes that GLP-1 medications are effective for up to 20% of body weight loss before reaching a plateau. FuturHealth provides personalized meal plans to alleviate these dietary uncertainties for GLP-1 users for sustainable weight loss. Meals include options like Kickin’ Chicken Fried Rice, Southwestern Style Scramble, Cheesy Turkey Rotini, and Ancient Grain Bowl, among others.

With a growing customer base and over 1 million consumers who have successfully lost weight, FuturHealth provides personalized guidance from a network of 6,000 physicians, including MDs and RDs. The company also uses AI technology to manage the medication journey, scheduling necessary blood work 15 days in advance and sending reminders via app and text. The platform maintains a flexible supply chain with MSOs and pharmacies

“Our new Custom Meal Plans are developed by top dietitians and chefs, ensuring high-quality, nutritionally balanced meals that support our customers’ wellness goals effectively and sustainably,” added Burgi. “This launch marks a significant milestone in our journey to redefine the future of health and nutrition.”

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A study led by UTHealth Houston has revealed critical insights into the pre-operative preparation of people taking GLP-1 receptor agonists. The study found that over half of these patients had significant gastric contents before undergoing surgery, despite adhering to standard pre-operative fasting guidelines. This discovery emphasizes the urgent need for personalized nutrition and fasting protocols for patients on GLP-1 medications.

Kylie Bensley, a registered dietitian and founder of Sulinu Nutrition, has been at the forefront of addressing these nutritional needs. Bensley underscores the critical role individualized nutrition plans play in ensuring patient safety and optimal health outcomes.

“This study brings to light a crucial aspect of patient care that has often been overlooked,” Bensley states. “Those using a GLP-1 are on a hypocaloric diet that can potentially lead to nutrient depletion. Nutrient depletion creates enormous challenges during the postoperative healing process: slow recovery, reopened wounds, infections. Because the human body requires an excess of calories following surgery, these medications can have an adverse effect and actually create malnutrition, which hinders healing.”

The implications of these findings are significant for fitness professionals, who often work closely with clients on weight loss medications. With the increasing popularity of GLP-1 receptor agonists for weight loss, fitness professionals need to be aware of the unique risks associated with these medications. Understanding how GLP-1s can slow gastric emptying and impact nutrient absorption is crucial for providing comprehensive care and informed recommendations.

“Standard fasting protocols may not be adequate for individuals on GLP-1s. As healthcare providers, we must recognize the unique needs of these patients and tailor our pre-operative instructions to ensure their safety,” continues Bensley.

This call to action is vital for fitness professionals who aim to improve overall health and wellness, including helping to prepare clients for potential surgical procedures through educated programming. They can play a pivotal role in supporting their clients through informed guidance on nutrition, within scope of practice. By doing so, people can be better protected from potential complications, leading to improved surgical outcomes.

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In the latest episode of Athletech News’ Unscripted podcast, Ed Buckley, CEO of FitOn Health, a corporate wellness and benefits platform under FitOn, one of the world’s biggest digital fitness brands, joins co-hosts Edward Hertzman and Eric Malzone to discuss FitOn’s merger with Peerfit, how to build a remote fitness community and how to be “more than just a benefit” for members. 

Buckley, Hertzman and Malzone also break down the reasoning behind FitOn’s recent strategic partnerships, the balance between fitness, and healthcare and ongoing HSA/FSA fund restrictions. The three also discuss in detail the power of social coercion in fitness and the exponential growth FitOn has experienced over the past year.

Watch this episode of Unscripted for unfiltered takes on the following:

• Key issues in corporate wellness
• The place of GLP-1 weight-loss drugs in fitness
• Ethics in the healthcare system

The post Unscripted: FitOn Health CEO Ed Buckley on GLP-1s, Fitness & Healthcare appeared first on Athletech News.

Anthony Geisler founded Xponential Fitness in 2017, building it into the world’s largest fitness and wellness franchisor. Under Geisler’s watch, Xponential acquired brands including Club Pilates, StretchLab and Pure Barre, growing them into household names across the globe. 

Earlier this year, Geisler resigned from his role as CEO of Xponential, telling Athletech News the timing was right for him to step aside. 

Geisler won’t be on the sidelines for long; he’s planning to stay in the fitness and wellness space, although he can’t yet publicly disclose his next move. 

Geisler sat down with Athletech News for an exclusive interview, speaking on his departure from Xponential and sharing his thoughts on the business of fitness franchising, the rise of GLP-1 weight-loss drugs, and the challenges and opportunities facing the industry in 2024 and beyond.

The following conversation has been lightly edited for clarity and length

Athletech News: We know there are still a lot of moving parts, but what can you say about your recent departure from Xponential?

Anthony Geisler: I’m proud of all that we built at Xponential Fitness, and I continue to wish the company well. The time had come for me to move on. 

ATN: Since leaving Xponential, how have you been spending your time?

AG: I’m balancing spending a lot of time with my family, staying fit and working – just like I have for many years.

ATN: You’re not the type of person to sit still. What’s next for you in your career? Are you planning to stay involved in the fitness and wellness industry? 

AG: Yes, absolutely. There’s a tremendous amount of opportunity in the fitness and wellness space, particularly in the area of technology. I’m excited about my next moves. 

ATN: We’ve seen so many new fitness and wellness franchise concepts pop up over the past few years. Is the market too saturated or is there still room for new concepts?

AG: The market is always going to have room for sound concepts. Does that mean that we’re going to see explosive growth of successful goat yoga or ‘boxilates’ studios? I don’t think so. However, there’s a lot of opportunity for concepts that have broad appeal to the large – and quickly growing – market of people who are focused on staying fit and eating right. 

ATN: There’s speculation that Solidcore is exploring a sale at a potential valuation of $750 million. Is such a large valuation justified? 

AG: Let me say a few things about this deal.  First, Solidcore has a great banker involved in the sale. Second, Pilates has massive upside. We saw this with (Xponential Fitness-owned) Club Pilates, which has more than ten times as many open locations as Solidcore – and Solidcore is the second largest player in the space. 

Third, although I’m partial to franchise models, I do believe that there’s a lot of room to grow in the Pilates space, especially for a differentiated concept like Solidcore. 

ATN: Do you expect to see a lot of M&A activity in the second half of 2024 and into 2025?

AG: No. M&A activity has been fairly light in recent years because of high interest rates. 

I’ve spent most of the last two decades looking at acquiring concepts and making M&A decisions – the underlying dynamics of those decisions have been dramatically changed by interest rate hikes over the last few years. It’s so much harder to pencil deals when the basis on your debt financing is several points higher. Your business strategy has to change as a result.  

Even if the Fed makes big moves in the coming months, I don’t expect that rates will move down enough to change these fundamentals.

ATN: What are the biggest headwinds facing the fitness and wellness industry right now?

AG: I see three major headwinds. First, interest rates are a major drag on M&A.  

Second, operators are finding it difficult to access quality real estate. Location is so incredibly important when it comes to launching and maintaining a successful fitness business. This has always been a challenge, and it will remain one for the foreseeable future. This is one area where it benefits to be a franchisee in a high-quality system. Top franchisors should have relationships with REITs (Real Estate Investment Trusts) across the country which allow their franchises to get the looks at quality real estate that others will not have. If you’re in the right system, this is a benefit of buying a franchise concept as opposed to starting your own. 

Third, we need access to a quality labor pool. This is true about any business, whether it’s running Google or running a gym. However, I think too many in our space take this lightly and do not invest in the highest quality talent possible. That is a big mistake.  

At the end of the day, our businesses rely on good rates, great locations and great people to be successful. 

ATN: What’s your opinion on the at-home fitness space? Can brands like Peloton, Tonal and Hydrow continue to survive or even thrive? 

 AG: There has always been a place for at-home concepts –  and there always will be. You can go back to the late Richard Simmons’ and Suzanne Somers’ video tapes to understand that some people will work out at home because it’s convenient or makes sense for their lives. 

However, outside of a global pandemic – when there was no choice but to be at home – these concepts are destined to be a small part of the overall market.

There’s a simple reason for this: It is very hard to build community digitally. People are social animals. They get better results and more satisfying workouts when they’re in the same room together and can create community. Their lives are enriched when they live them with other people, and that’s usually the case when it comes to how they work out.

ATN: What impact will GLP-1 weight-loss drugs have on the fitness and wellness industry? Could they create a new class of consumers for operators? 

AG: We don’t know how GLP-1s will be regulated or how many people will be on these medications, so it’s hard to assess how big an impact they’ll have on the market. 

That said, GLP-1s cause patients to burn 50 percent muscle mass. That is a huge issue that (fitness brands) need to address — and can help offset — with weight training. Of course, this ultimately will benefit the gym sector, particularly those that focus on weight training and building lean muscle mass.  

At some point, I think the American Medical Association and/or insurance providers will require patients to put a holistic plan in place surrounding the use of these medications. In the future, you will not be able to take the script without an approach to rebuilding the 50 percent of lean muscle mass that you will lose while on (GLP-1s) because if left unaddressed, this loss creates a whole host of other health issues.

ATN: What are your three fitness and wellness predictions for 2024 and beyond?

AG: First, we’ll see better technology enter the marketplace and make a significant impact in areas like point-of-sale and CRMs. You’ll see the integration of AI into customer management and other functions. The fitness and wellness spaces have been decades behind other sectors in the economy when it comes to technology and I think the gap is finally going to close. The success of businesses in this space will depend on it.  

Second, we’ll see an alignment between an increase in GLP-1s and individuals thinking holistically about their weight-loss and muscle-gain journeys. 

Third, we’ll see a growth in weight training, both as a modality on its own and as a feature added to other fitness concepts as people become educated about its benefits. This is certainly a trend we are seeing across many different concepts – and I think it is just the beginning. 

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GLP-1s are making global headlines for their impressive weight-loss powers, but they might also be effective in helping people kick alcohol dependency.

A new study released by Case Western Reserve University School of Medicine finds that the use of GLP-1 drugs is correlated with lower occurrences of alcohol abuse. 

In 2022, the National Survey on Drug Use and Health revealed that 28.8 million United States adults aged 18 and older suffered from AUD, or alcohol use disorder in 2021. AUD is one of the leading causes of disease across the globe yet there are currently only three medications currently approved by the U.S. Food and Drug Administration (FDA) to treat the disorder: acamprosate, disulfiram, and naltrexone. However, the results for these drugs are “modest” and “inconsistent,” according to the American Academy of Family Physicians. 

Semaglutide, one of the medications within the class of GLP-1s, or glucagon-like peptide-1 receptor agonists, was shown to reduce the desire for binge-like and dependence-induced alcohol consumption in a rodent model in 2023. The researchers at Case Western decided to test this theory on people, publishing a retrospective cohort study of 83,825 patients with obesity.

GLP-1 drugs replicate the gut hormone GLP-1, which assists with insulin secretion and helps increase feelings of fullness after eating. While GLP-1s are typically prescribed to help treat diabetes, regulate blood sugar, and assist with weight loss, they have now been brought to the table as a possible treatment for alcohol abuse disorder. 

Dr. Lorenzo Leggio and Dr. Leandro Vendruscolo, the 2023 rat model study’s senior authors, said there are overlaps between overeating and substance use behaviors.

“Parts of the brain that drive eating behaviors overlap extensively with the drive to use alcohol or other substances,” Dr. Leggio said.

The Case Western researchers conducted their retrospective study from patient electronic health records and found that many individuals taking GLP-1s, specifically semaglutide, experienced reduced “incidence and recurrence” of alcohol use disorder. 

The team also took a look at patient records of 600,000 individuals with type 2 diabetes and discovered similar findings. Those treated with semaglutide experienced fewer AUD diagnoses. 

The study’s authors say that while the findings are consistent, there’s still more work to be done. 

“While the findings are promising and provide preliminary evidence of the potential benefit of semaglutide in AUD in real-world populations, further randomized clinical trials are needed to support its use clinically for AUD,”  said Case Western research professor Pamela Davis.

Still, Rong Xu, a professor of biomedical informatics at Case Western, notes that the studies are hopeful for individuals with alcohol use disorder. 

“This is very promising news in that we may have a new therapeutic method to treat AUD,” Xu said.

The post GLP-1s Could Help Treat Alcohol Abuse, Study Shows appeared first on Athletech News.

Workplace wellness is taking a new shape, thanks to the rising interest in weight loss medication.

Employers could soon be helping staff slim down following a newly forged partnership between healthcare solutions provider Xevant and telehealth platform Ivim Health to offer a corporate GLP-1 solution, Ivim at Work (IaW).

While studies have generally shown that employees (particularly Gen Z and Millennials) prefer employers that support their health and well-being with corporate wellness programs, one eye-opening finding this year revealed that 20% of Americans would change jobs in favor of an employer that sponsors Ozempic or Zepbound as a healthcare benefit.

The strategic partnership will see Ivim Health’s team of board-certified obesity management specialists ensure employees receive personalized treatment and support, while Xevant provides access to low-priced GLP-1s from a network of suppliers of branded and compounded weight loss medications.

“Our partnership with Ivím Health brings an unparalleled level of care, cost, control, choice, and corporate wellness solutions to the market,” Xevant CEO Brandon Newman said. “By leveraging Xevant’s data analytics and Ivím Health’s clinical expertise, we are confident in delivering a program that sets a new standard in corporate wellness.”

The program will be available starting August 1. 

Beyond saving employees money, the IaW program is expected to reduce healthcare costs, improve health outcomes and increase productivity and retention, according to the platform.

“We are excited to introduce ‘Ivím at Work, a groundbreaking step forward in workplace wellness, in partnership with Xevant,” Anthony Kantor, CEO of Ivim Health, said. “This program cultivates our commitment to delivering tailored, impactful health solutions that significantly enhance employee well-being and reduce healthcare costs.”

The global market for anti-obesity medications could grow to $100 billion by 2030, according to Goldman Sachs Research.

More recently, JP Morgan Private Capital, a venture capital and growth equity investment team under JP Morgan Asset Management, raised over $500 million for a life sciences fund targeting private biotech companies with a keen focus on the weight-loss drug space.

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Americans are getting healthier and making their wellness a priority according to The Vitamin Shoppe, which has released a study identifying the top five health and wellness trends for 2024.

Over half (55%) of respondents in The Vitamin Shoppe Consumer Survey reported that their lifestyles are either “much more” or “somewhat more” healthy since the end of the pandemic (defined as May 2023) — encouraging news for the nutrition and supplement industry, which is excited to welcome new health–driven consumers. 

The Vitamin Shoppe announced last month that it’s launching a telehealth service, Whole Health Rx, to offer weight loss medications to eligible consumers.

Here are the top trends from The Vitamin Shoppe’s Health & Wellness Trend Report 2024, based on the company’s sales and consumer survey findings from the past year, including data from research partner Spins.

GLP-1s Drive Nutrition-Based Supplement Sales

The GLP-1 boom is rapidly slimming down Americans, but it’s also opened the door for supplements such as proteins, multivitamins, fiber and probiotics to emerge as a key component in using weight loss drugs.

The Vitamin Shoppe notes that it’s seen a “sales bump” in ready-to-drink protein beverages, up 10% in 2023 versus the previous year. Meal replacement products designed for weight management also saw a 13% rise in the first four months of the year. According to Spins, protein supplements and meal replacements were up 15% industry-wide for the 52 weeks ending November 5. 

Food giant Nestle will soon release a protein-packed frozen food line for GLP-1 users — a sure sign that other food manufacturers will likely follow suit. 

“It’s a time of meaningful evolution in our industry, with innovations such as GLP-1 medications driving increased attention on the importance of healthy nutrition while social media continues to create surges of interest in a wide range of health and wellness supplements and products,” The Vitamin Shoppe CEO Lee Wright said.

The Staying Power of Longevity 

Longevity may be the wellness buzzword of 2024 — and for good reason. Tech advancements and an increased interest in health and wellness have led to the creation of a growing longevity economy that puts consumers in the driver’s seat of their health.

The Vitamin Shoppe says it has installed longevity-centric displays in all of its stores, showcasing products that support healthy aging, cellular and cognitive health and mobility support. The company indicated that cognitive support products were the largest sales drivers by volume within its longevity merchandise. Cellular health support products, on the other hand, had the biggest sales improvement in 2023 (up 45% from the prior year). 

Gut Instincts

Vitamin Shoppe has identified gut health as a top trend for 2024, partly supported by the destigmatization of common issues such as bloating and IBS and the rise of supplements like probiotics, prebiotics, psyllium husk, and digestive enzymes as helpful products for those with gut-related problems. The company says its ProBioCare line of probiotics and digestive health products saw sales increase 24% in 2023 and experienced a 44% boost in Q1 2024.

Across the board, digestive health and enzyme products sales have increased 9% for the 52 weeks ending November 5, according to Spins.

Women Invest in Their Health

Women’s health has also taken center stage, with Spins revealing that women consumers are increasingly interested in “case-specific supplements” to address their unique needs. Premenstrual syndrome (PMS) formulas, in particular, saw a 12% increase in sales for the 52 weeks ending October 8.

The Vitamin Shoppe also is catering to women with the launch of Health & Her, Wile, and Solaray Her Life Stages, three new lines that offer support for female consumers 40-plus looking to address areas like perimenopause, menopause, post-menopause, hormonal health, emotional health and sexual health.

Sipping to Health 

Functional beverages have become a quick and tasty way to ingest vitamins, adaptogens, nootropics and botanicals, with The Vitamin Shoppe dedicating an endcap display in 500 of its stores to brands like Kin Euphorics, De Soi, Hiyo and Parch to support growing functional beverage sales.

Ready-to-drink functional beverages have grown 20% in the natural channel for the 52 weeks ending November 5 and 5% in larger multi-outlet and convenience channels, according to SPINS.

The Vitamin Shoppe Health & Wellness Trend Report 2024 is available for download here.

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At one point or another, anyone who has forked over money (and time) to sit in a cryotherapy chamber or red light bed —even the most fervent of wellness seekers— has briefly wondered: “Is this really worth it?”

Boutique wellness franchise Restore Hyper Wellness believes it’s now on track to provide the answer, offering a glimpse into how certain wellness modalities may positively impact health and well-being following a peer-reviewed pilot study that used Oura rings to help track progress.

The Healthspan Project — led by Dr. Rachele Pojednic, director of scientific research and education at Restore — assessed changes in participants’ body composition, heart rate variability (HRV), and blood biomarkers after six months of consistent usage of numerous wellness therapies.

The study included weekly treatments of total body cryotherapy, photobiomodulation (red light therapy), mild hyperbaric oxygen chamber therapy (mHbOT), compression and micronutrient therapy for healthy participants aged 31 to 64. Participants were told to engage in moderate exercise, however this was neither tracked nor monitored.

“In this pilot study, we are among the first to demonstrate the efficacy of the consistent use of complementary therapies over an extended period,” Dr. Pojednic said. “Many popular wellness solutions, like cryotherapy, red light therapy and infrared sauna, face an absence of evidence.”

Inside the Study

Overall, Dr. Pojednic explained that participants who engaged in a “multi-modal” wellness therapy protocol showed measurable improvements — such as a demonstrated loss in body fat (2.3kg/5.1lb average decrease of body fat mass, primarily in the trunk area with 1.1kg lost) while preserving lean muscle mass and a 35% increase in HRV, specifically among study participants with existing cardiovascular risk factors.

Similarly, blood biomarkers indicated improved cardiovascular health with reductions in LDL cholesterol (9.77 mg/dL average decrease) and hsCRP (a marker of inflammation – a 1.75 mg/L decrease).

“One of the most significant benefits of this study was that it was done in the real world,” Dr. Pojednic said. “While highly controlled studies run in a lab are critical to helping to determine isolated effect size and mechanisms, understanding how those outcomes translate to the wellness enthusiast is often challenging. In this case, we can see that consistent utilization of these wellness therapies appears to have a positive impact on health.”

The results are ultimately promising, although the study’s authors note that a future study could employ a larger sample size to focus on “teasing apart” therapy-specific effects.

“It is also possible that certain therapies are more effective in specific combinations,” they wrote. “Further study is warranted, perhaps with a factorial design, to determine the optimal combinations and orderings of therapies.”

Restore Expands Wellness Footprint

Restore Hyper Wellness, which has grown to over 225 locations across the U.S., received a $140 million investment in 2021 led by General Atlantic. As the wellness franchise continues to push for domestic growth, it also sees massive overseas potential.

“The exciting thing about our business is the need states we’re addressing are universal,” Restore co-founder and CEO Steve Welch has told Athletech News. “This is not an American problem or a Canadian problem. This is worldwide.” 

Restore’s newest offering, a weight management program developed with its national director of performance medicine, Dr. Rich Joseph, combines GLP-1s such as Ozempic and Wegovy alongside Restore’s full-service therapeutic approach, which includes an InBody scan, metabolic health blood panel and a telehealth call with a nurse practitioner. 

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JP Morgan Private Capital, a venture capital and growth equity investment team under JP Morgan Asset Management, has raised over $500 million for a life sciences fund targeting private biotech companies and the booming weight-loss drug space.

The new fund is led by chief investment officer Stephen Squinto, PhD, and managing partner Gaurav Gupta, MD, who were hired by JP Morgan Asset Management in 2022.

“The top three choices are obesity, obesity and obesity,” Squinto told Bloomberg, referring to the closing of the fund. He noted that weight-loss drugs are all the rage and that the field is “wide open.”

“This has the opportunity to be a pivotal moment in the pharmaceutical industry,” he said.

Weight Loss Drug ‘Duopoly’

The anti-obesity drug space has two pharmaceutical giants going head-to-head: Novo Nordisk and Eli Lilly & Co., both of which are grappling with supply shortages due to consumer demand. 

The shortages have led telehealth company Ro (which offers Ozempic, Wegovy and also compounded versions) to launch an open-access GLP-1 Supply Tracker for consumers to crowdsource data and either find GLP-1s or report that they’ve found a supply.

Goldman Sachs analyst Salveen Richter described a “duopoly situation” regarding the two weight-loss drug manufacturers this week on Yahoo Finance Catalysts and shared that Zealand, Amgen and Regeneron could become competitors.

It’s a sentiment that Gupta shares, “It’s very unlikely that the future of obesity treatment will be dominated by a stable duopoly,” said. “There will be significant winners.”

Five investments have been made so far, according to Bloomberg, only one of which has been made public: Enlaza Therapeutics, a biotech startup that raised $100 million in a Series A for its biologic cancer drugs and clinical trials. 

Rise of Generic GLP-1s

While Novo Nordisk and Eli Lilly struggle to increase manufacturing capabilities to meet demand, companies like Hims & Hers are presenting compounded GLP-1s as a more accessible and low-cost option. In May, the telehealth company announced it would enter the weight loss medication space and partnered with a U.S. drug manufacturer to provide generic medications with the same active ingredients as Ozempic and Wegovy.

Competing with Hims & Hers will be Whole Health Rx, a telehealth service recently launched by The Vitamin Shoppe that will offer nutritional supplements, name-brand GLP-1 drugs and compounded versions of semaglutide and tirzepatide, the active ingredient in Zepbound.

Last month, Men’s health company Mangoceuticals, Inc (aka MangoRx) announced it will make oral semaglutide (Slim) and tirzepatide (Trim) available on its telemedicine platform in Q3 for $299 and $399/month, respectively. 

“Our goal is to provide patients with a convenient and effective way to manage their weight and improve their overall health,” MangoRx CEO and co-founder Jacob Cohen said. “We believe that these oral formulations have the potential to significantly impact the lives of millions of people worldwide.”

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