Technogym is heading back to the Olympics. 

The Italian fitness equipment giant will serve as the official supplier for the 2026 Milan-Cortina Olympic and Paralympic Winter Games, it was announced. The selection marks the tenth time Technogym has been chosen to supply training equipment for the world’s biggest sporting event.

Technogym will set up around 22 training centers for Olympic athletes, six of which will be housed inside the Olympic and Paralympic villages in in Milan, Cortina d’Ampezzo and surrounding areas. The other 16 centers will be designed for specific disciplines and will be placed inside competition venues, organizers said.

In total, Technogym will produce around 1,000 pieces of equipment to support over 3,500 athletes during the Games, which will be held in February and March of 2026. The company will offer configuration, installation and support services at the centers.

“We are proud to be working alongside the Organising Committee of the Milano Cortina 2026 Olympic and Paralympic Games,” said Technogym founder and CEO Nerio Alessandri. “At Technogym, we work every day to develop the most innovative digital products and technologies to support athletes to improve their performance and achieve their goals.”

Founded by Alessandri in 1983, Technogym has become one of the world’s biggest fitness equipment brands. In recent years, the Cesena-based company has pushed into fitness and wellness technology, releasing an ecosystem of connected smart equipment, app-based content and an AI-powered system called Technogym Check Up, which shows users their “wellness age” based on factors like mobility, strength and cognitive performance. 

The company has supplied equipment for nine previous Olympics, including the Paris Games last summer, where it served as the official and exclusive supplier of cardio, strength and functional training equipment. Technogym first supplied equipment for the 2000 Olympics in Sydney. 

The Milan-Cortina Games figure to be particularly special for Technogym as the brand embraces its Italian roots. 

Giovanni Malagò, president of the Milano Cortina 2026 Foundation, the organizing committee for the Games, called Technogym a “great Italian company that is a leader on an international level.”

“Together we must do something even more fabulous than what has already been done in the past,” Malagò said. “We must use Milano Cortina 2026 as an incubator for successful projects that I hope can be replicated in other cities around the world.”

“Milano Cortina 2026 Games represent a great opportunity for the entire country to promote the culture of sport and wellness with a twofold objective: to spread the culture of health and prevention and to present Italy to the world as the country of wellness and quality of life,” added Alessandri. 

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As the “gym as a clinic” movement heats up, one of the fitness industry’s biggest brands is pushing into the rehabilitation and physical therapy spaces. 

TRX Training has added an online course and in-app content that showcase how the brand’s tools can be used by physical therapists, rehab specialists and patients to improve health outcomes. 

TRX’s Rehabilitation Essentials Online course offers programming that helps practitioners understand how they can use TRX tools, principles and protocols to elevate patient care in their practices. 

The fitness equipment giant is also adding Rehab to Resilience content to its app so patients can use TRX tools at home to speed up their recovery between in-person appointments. The Rehab to Resilience content features specialist-led programming designed to address common musculoskeletal conditions including tendonitis, lower back pain, tennis elbow, knee replacement recovery, discogenic pain and more. 

“We’re a company built on sharing information about how to lead a healthy lifestyle,” said TRX CEO Jack Daly. “Focusing on physical therapy, resilience, and overall health is really important to us. It’s part of who we are and what we do  – it’s why we started in the first place.”

Physical Therapists Embrace TRX

Chris Nentarz, wellness and rehabilitation director at the Healthcare Hub at D’Youville University, helped design the new TRX programming. 

“In this day and age with reimbursement rates going down, copays going up and the general population’s health in decline, we need more comprehensive solutions,” said Nentarz, who also serves as a TRX senior master instructor. “We need to leverage each other, and we need to leverage technology. That’s what we’ve done here at TRX.”

Nentarz noted that he’s already integrated TRX equipment into his own practice. 

“The Suspension Trainer is great because it doesn’t take up a big footprint, and every single patient on your schedule will be able to use it,” Nentarz said. 

Besides the brand’s iconic Suspension Trainer, TRX’s other equipment including the Bandit, YBell, Rip Trainer, Rocker, bands, mats and more are available to be used in rehab and physical therapy settings. 

Interested physical therapists and rehab practitioners can apply to become a TRX affiliate or reseller, the brand says. 

Fitness, Healthcare Grow Closer 

TRX’s move comes as brands increasingly embrace a future where healthcare and fitness become intertwined. 

Commonly referred to as the gym-as-a-clinic movement, this idea has seen fit tech brands like EGYM and Technogym release equipment that measures the “biological age” of users based on factors like flexibility, body composition metrics and fitness levels. 

Gyms and health clubs, meanwhile, have started offering their members access to personal training programs built around blood biomarker test results. 

Earlier this year, CrossFit launched a membership-based medical society designed to educate healthcare professionals on the effectiveness of the CrossFit workout regimen and create opportunities for affiliates to become “health homes” for members.

As Americans grow increasingly frustrated with the barriers to traditional healthcare, experts have told Athletech News they expect to see the gym-as-a-clinic movement continue to gain ground in the years ahead.

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Corporate wellness has extended to the race track.

McLaren Racing, the famed motor racing team, has launched the Optimum Nutrition McLaren Performance Hub, a health and fitness center at the McLaren Technology Center, to support physical and mental health of its team.

The hub will feature premium fitness equipment from Technogym, including approximately 50 cardio and strength training machines, Olympic power racks and a spin and well-being studio. A medical services team, including a GP, physiotherapist, and psychologist, will also be available for the McLaren Racing team.

“At McLaren Racing, our people are our biggest asset and differentiator,” McLaren Racing’s chief people and sustainability officer, Daniel Gallo, said. “The physical and mental health of our entire team is fundamental in our drive for high performance, and the new facility will help us enhance everyone’s ability to operate at a high level, physically and mentally, to make us more performative and resilient. We’re grateful for Optimum Nutrition’s support in making the new space possible as part of our continued investment into our people.”

Optimum Nutrition, which is McLaren Formula 1 Team’s official sports nutrition partner and an official partner of the McLaren F1 Academy, has helped guide the development of the facility. The science-led sports nutrition products will be available for all team members at the new hub. 

“We’re thrilled to launch the Optimum Nutrition McLaren Performance Hub, marking an exciting next step in our partnership with McLaren Racing,” said Colin Westcott-Pitt, global chief brand officer of Glanbia Performance Nutrition. “Unlocking peak human performance is at the core of both our brands, and this initiative to co-create an industry-leading space will support McLaren’s continuous drive for improvement on and off the track.”

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Following the Paris 2024 Olympics, Technogym has been selected as the exclusive supplier for athlete training at the Paralympic Games.

The fitness technology and equipment company, founded and led by Nerio Alessandri, has just wrapped its ninth appearance at the Olympics, training its athletes for the widely-watched games. Technogym is now providing the latest solutions to support the athletes participating in the Paralympic Games, showcasing the company’s expertise in elite sports training.

Since its establishment in 1960, the event has grown significantly over the years, with 4,400 athletes expected at the Paris 2024 Paralympic Games. Over the years, the event has seen an increase in the number of disciplines, expanding beyond wheelchair-based sports to swimming, skiing and cycling, with 23 disciplines featured at the Paris 2024 Paralympic Games. To support athletes of all kinds, Technogym has set up 12 athletic conditioning centers in the Olympic Villages at Paris St. Denis and Chateauroux and at the competition facilities.

Supporting Paralympic Athletes 

Technogym’s wide range of fitness equipment has made the Italian-based brand a central figure in training, particularly for its adaptability and inclusiveness to those who use a wheelchair. The fit tech company points to its Skillup, an upper body ergometer with multidrive technology for alternating cardio and power training. 

Technogym’s Excite Top, an upper limb ergometer from its Excite cardio training line, has also been designed with a removable seat. Skillrun, also from Technogym’s Skill Line, offers a running platform with sled and parachute functions and provides measurements and analysis of asymmetries.

Another way Technogym serves elite athletes is through Biostrength. This AI-based effective training model adapts and guides users with six different types of resistance with its Adjustable Pulley REV, Leg Press REV and Leg Extension REV equipment, all of which allow unilateral training and offer precise insights. 

In an interview with Athletech News earlier this summer as the Paris Olympics kicked off, Alessandri noted that being the brand of reference to the famed games is very important to Technogym and shared that it helps inform future innovation. 

“The Olympics for us are like Formula 1 for the car industry: working with Olympic athletes means a lot in terms of research, innovation and feedback,” he said. “We constantly work towards achieving perfection and setting new standards in terms of biomechanics, ergonomics, safety, performance and ease of use.”

Technogym has also forged relationships with Paralympic athletes who have become brand ambassadors, such as Bebe Vio, an Italian fencer, and field and track athletes Felix Streng and Ambra Sabatini.

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The digital revolution is in high gear and has become an integral part of fitness consumers’ experience and expectations. Hybrid fitness, accelerated by the pandemic, is here to stay — and reaching club members inside and outside the four walls of the gym or studio has become a non-negotiable. 

Technogym, a trailblazing brand in fitness, wellness, sport and health, is leading that transformation. Founded in 1983, Technogym has carefully created an unparalleled ecosystem of connected smart fitness equipment, digital services and training content, along with a Technogym app. 

From AI-powered precision training to on-demand fitness content to integrated third-party software, devices and apps, the Technogym ecosystem delivers a fully personalized experience for users while enabling operators to attract and retain members. 

Personalized Training Thanks To AI

“Today, a consumer can activate a personalized training program, thanks to our AI system — anywhere and anytime — on the cloud, at home, at clubs, on the go,” said Enrico Manaresi, Technogym’s media relations director. “This allows operators to provide the customers with a fully personalized program and experience inside the facility and the clubs, but also outside.”

Technogym continues to develop its advanced offerings, setting new standards in fitness and wellness. The brand recently introduced Technogym Checkup, which uses AI and enables users to embark on a personalized and targeted training journey based on their physical and functional constitution. 

“Our AI-based assessment station … represents the access point to the ecosystem in order to measure physical and cognitive parameters and to a fully personalized program for every single individual that evolves over time thanks to AI,” explained Technogym founder and CEO Nerio Alessandri. 

After a user logs into the Technogym app, Technogym Checkup measures body composition, strength, balance, mobility and even cognitive abilities. The technology can also calculate a user’s ‘Wellness Age’ so members can get a baseline assessment and work to decrease their age—a nod towards the booming longevity space. 

The data is then processed by Technogym AI Coach, the brand’s digital trainer, to provide a customized prescription tailored to the user’s needs, conditions and goals. Users can track progress and improvements, resulting in adaptive training programs that evolve with them. 

Best of all, the Technogym ecosystem allows the training program to be accessed anywhere and anytime. 

Technogym’s Open-Platform Approach

Technogym’s omnichannel strategy and open platform capabilities meet fitness consumers where they are digitally. As consumer use of external apps, wearables and fitness trackers have become a centerpiece in the fitness experience, Technogym’s integration with Runkeeper, Apple, Garmin, Polar, Fitbit and more gives operators an edge.

“Technogym ecosystem is an open platform that can work with any fitness equipment, (including) the equipment of other brands already in use in the club,” Manaresi said. “We can work with any software and we can work with any consumer device or app. We work with Samsung, we work with Apple Watch, we work with popular apps such as Strava. The idea is having an open platform partner with the operator.”

Technogym’s overarching goal, Manaresi said, is to personalize the training experience for every single individual, creating an immense growth driver for clubs and operators.

“A precise program according to what they need, which can be fitness, performance or health,” he explained. “And when it comes to the operator, our goal is to have the partnership to increase their business (as they) manage the entire journey of the consumer inside the club and outside the club, while driving attraction, retention and secondary spending.”

A Vast Library & Content Integration 

T‍echnogym’s ecosystem also includes content, with a factory TV studio devoted to creating immersive fitness content that is offered across any equipment brand. 

Technogym has cultivated a massive library of over 1,000 workouts across HIIT, strength training, boxing, yoga, Pilates and guided meditations through self-guided workouts, trainer-led workouts and classes. There are also signature programs for those keen on a specific sport, such as golf, sailing, skiing or running — which were created by professional coaches. 

“It’s unique,” Manaresi said. “There are other brands in the consumer space offering, for example, connected (cycling) classes — but Technogym today offers (content) across any equipment. We try to have the biggest library possible of content and choices. And then of course AI allows users to personalize and pick the right elements.”

The Gold Standard in Wellness

Technogym’s ecosystem and omnichannel approach have made it a top-tier provider for clubs, hotels, physiotherapists and medical centers, allowing them to personalize each aspect of the member experience while providing cutting-edge technology that improves the healthspan of users. 

It also earned the brand the title of official and exclusive supporter of the cardio, strength and functional training equipment for participants who will compete in the Paris 2024 Olympic and Paralympic Games. Technogym is equipping 29 athletic training centers in Paris with 1,200 pieces of equipment for nearly 15,000 competing athletes. 

As Manaresii aptly states, “Technogym is recognized all over the world as the wellness company.” 

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As the world’s top athletes and spectators gather for the 2024 Summer Olympics in Paris, there is excitement in the air, a shared passion for sport. There’s also, as usual, Technogym, the official and exclusive supplier of the cardio, strength and functional training equipment for those competing in the Paris Games.

It’s the ninth time the Italian fitness equipment and technology giant has been tapped to prepare athletes for the Games, a recognition of Technogym’s role and expertise in elite sports training. 

Nerio Alessandri, the founder and president of Technogym, says that as a trusted, long-time Olympic Games partner, Technogym has witnessed an evolution in the significance of gym-based athletic training, which has expanded alongside on-field training across all disciplines — and Technogym has been more than happy to lead the charge.

World-Class Equipment for World-Class Athletes

In Paris, Technogym has equipped 29 training centers with 1,200 pieces of equipment for athletes to train before and during the games. The main training center, located in the Olympic and Paralympic Village in Saint-Denis, is designed for all sports disciplines, while additional sports-specific training centers are found at competition venues and off-Paris Olympic Villages, including in Lille, Marseille and Tahiti.

Technogym has also provided a team of professional athletic trainers to support athletes and offer related services, including gym layout, installation and technical expertise.

Paris 2024 athletes have the ability to train on Technogym’s leading cardio, strength and functional training smart equipment, which are merged into the Technogym ecosystem of connected products, apps, software and artificial intelligence, allowing athletes to access their personal training programs both on the equipment and via the Technogym app.

“At the Village, the athletes will also find the new innovation Technogym Checkup,” Alessandri says, referencing the AI-powered, health and longevity-focused assessment station that the fit tech brand earlier this year.

“Once the athlete logs in, Technogym Checkup scans the body composition and analyzes strength and cardio performance (through activities on equipment within the Technogym Ecosystem), balance, mobility, and cognitive abilities,” Alessandri explains. “Then, the Technogym ecosystem’s AI Coach sets targeted training protocols that can be adjusted to focus on improvement areas.”

Being named the official and exclusive supplier of fitness equipment for those competing in the Paris 2024 Olympic and Paralympic Games is an honor for the global fitness company, but it also gives Technogym an edge in continuing to raise the bar. 

“The Olympics for us are like Formula 1 for the car industry: working with Olympic athletes means a lot to us in terms of research, innovation and feedback,” Alessandri says. “We constantly work towards achieving perfection and setting new standards in terms of biomechanics, ergonomics, safety, performance and ease of use.”

“Industry operators who choose Technogym can proudly tell their clients they are providing the same equipment and training experience used by top champions,” he adds.

Championing Fitness as Medicine

Technogym, which is leading the way at a time when the importance of fitness and wellness takes center stage, has long promoted a philosophy of ‘exercise as medicine’ — a simple yet clear message that rings loudly against the thrilling backdrop of the Olympics.

“The Olympics are the global event that promotes the culture of sport and spreads the message that physical exercise is important in all aspects, for health, social connections and in general for the wellbeing of the population,” Alessandri points out.

It’s a mission that Alessandri says Technogym fully embraces. Alongside its role as official supplier, the global fitness brand is launching “Let’s Move for Paris,” a social media campaign to engage and encourage athletes and fitness enthusiasts to move for a better and healthier world.

“The athletes, by training in the Technogym Centers, will accumulate their Moves – our unit of measurement for movement – which will be added daily to a large digital counter and inspire citizens to join the movement and promote the culture of wellness in their communities, moving more and more often, and contributing through the Technogym app to increase the number of Moves collected,” Alessandri says.

At the end of the games, Technogym is also leaving a physical legacy of its commitment to sports and athleticism, donating a complete Technogym Outdoor solution for a public park in the city of Paris.

The post As Technogym Heads to Paris Olympics, Fitness Demand Has Never Been Higher appeared first on Athletech News.

Technogym and the American College of Sports Medicine (ACSM) have deepened their ties, with the Italian fitness giant now an official partner of both the ACSM and the organization’s global Exercise in Medicine initiative.

As a leading fitness technology and equipment brand and the official supplier to the Paris 2024 Olympic Games, Technogym has been selected for what it calls “several global projects and institutional efforts” aimed at promoting exercise as a preventative measure and as a therapeutic for treating a variety of conditions.

The ACSM’s global Exercise in Medicine initiative was launched in 2007 and encourages health professionals to include exercise in medical prescriptions. ACSM researchers have collaborated with Technogym since 2010 to create treatment protocols for cardiovascular diseases, obesity, Type 2 diabetes and osteoporosis using specific exercise programs. 

“We are excited about this next phase of our long-time partnership with Technogym,” ACSM president Stella Volpe, PhD, said. “Leaders evolve and adapt as they seek continuous improvement, and we share a mutual vision to drive better health through physical activity and advances in science, technology and innovation.”

The sports medicine organization has made its training and information channels available to the sports medicine professionals it represents, as well as its nearly 50,000 members and certified professionals from 90 countries.

For its part, Technogym has been a pioneer in prevention with its ‘Technogym as Medicine‘ philosophy and offerings, such as its premium health and fitness equipment and ecosystem. Founded by Nerio Alessandri in the early 1980s, Technogym has evolved into an AI-based, end-to-end open platform, transforming the fitness and health experience for both consumers and operators.

Two of Technogym’s leading AI-driven offerings, Technogym Checkup and Technogym Coach, have transformed fitness equipment into a “fitcare” system.

Technogym Checkup, a high-tech health assistant that assesses physical and cognitive conditions and allows operators to prescribe and provide personalized programs, can measure body composition, strength, balance, mobility and cognitive abilities. It also forms a “Wellness Age,” so users are provided a well-being metric that is more comprehensive than a biological age. 

Technogym Coach serves as an AI-based trainer that provides users with a personalized prescription, guiding and encouraging them on their health journey while adjusting its results-targeted training programs as users make progress. 

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From May 30 to June 2, 2024, 120,000 people embarked on Rimini, Italy, in the name of health, fitness and wellness.

This was the 18^th annual RiminiWellness conference, and the numbers tell the story.

With a 30% increase in attendance over last year, the show occupied 170 thousand square meters at the Expo Centre & Riviera Di Rimini, filled 28 pavilions and featured 275 exhibiting brands – up from 225 in 2023.

Further, the show boasted over 80 buyers, 30 international delegations and more than 10,000 international visitors, up 30% from 2023. More than 2,000 hours of training were completed.

“Riminiwellness has a long story and a great heritage in Italy and in Europe and continues to get stronger and grow year over year,” said Valentina Fioramonti, group exhibition Manager of wellness and sports for the Italian Exhibition Group, which organizes RiminiWellness.

Themes included Active, FoodWell, Holistic, and a new entry – Active Beauty.  New high-interest categories included Health, RiabiliTec, Corporate Wellbeing, Hospitality and Real Estate, and more.

The Magic of B2B2C Wellness

Fioramonti says what differentiates Rimini from any other health and wellness event is that it caters to both professionals and consumers.

 “We are a B2B2C event where big brands can engage with professionals, presenting new products and solutions, and at the same time they can understand the reaction of the consumer to the product, see how people use the product and interact with it,” she said. “We love to call this formula a ‘Test and Learn’ event: you can see, test and buy the ultimate solutions from brands and producers. A real blend between B2B and B2C.”

Top Brands Show Out

The presence of U.S. brands was stronger and deeper than ever before as well. Zumba co-creator Alberto “Beto” Perez took the stage for three days – versus one in 2023.

“Zumba was a great success with Beto and others leading over 5,000 attendees in dance and exercise,” Fioramonti said.

Other U.S. brands included Life Fitness, Pound: Rockout Workout, Esteps, CrossFit and more. International brands spanned equipment powerhouses such as Technogym and Matrix to wearable giants like Garmin to fitness luxury brand Philipp Plein.

Over sixty conferences, seminars and workshops were hosted.

“Education topics encompassed SPAs, Corporate Wellbeing, Real Estate and Hospitality, Outdoor Fitness and Urban Wellness, and there were training opportunities with ISSA, Zumba and Zumba Gold, Infront with Hyrox and much more,” said Fioramonti.

In the end, Fioramonti said the event is about connecting people.

“RiminiWellness brings together under one roof all the major players in the fitness and wellness universe,” she said. “It is the most complete picture of the industry that serves to educate, connect and inspire.”

Plans are already underway for Riminiwellness 2025, which will return to the Expo Centre & Riviera Di Rimini from May 29 to June 1.

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The fitness and wellness industry is no exception to the rapid adoption of artificial intelligence. Technogym, a leading fitness technology and equipment company, is leading that charge. 

The company, founded by Nerio Alessandri in the early 1980s, has developed a robust, AI-based, end-to-end open platform that has reinvigorated the fitness industry for wellness seekers and gym operators alike. 

It’s a carefully designed system that, as Alessandri points out, creates a frictionless, fully personalized experience that allows users to meet their goals. At the same time, operators can manage their business and improve the customer journey while accelerating attraction, retention and secondary spending.

While Technogym has several impressive products within its Ecosystem, its AI-based products, Technogym Checkup and Technogym Coach are gaining widespread attention for their groundbreaking technology at a time when longevity dominates the conversation.

Alessandri is passionate about the longevity movement, long extolling the benefits of fitness and his philosophy that “exercise is medicine.” Technogym is putting that philosophy into practice, aiming to improve the lives of millions.

Technogym Checkup: A New AI-Powered Health Assistant

Technogym Checkup, which debuted at IHRSA 2024 in Los Angeles earlier this year assesses people’s physical and cognitive conditions and allows industry operators to prescribe and deliver personalized programs.

As the name states, the system offers a “checkup” — a method of scanning body composition and analyzing strength performances, balance, mobility and even cognitive abilities. The data forms a “Wellness Age” that gives users a metric on their current state of well-being that’s more valuable than simple biological age.

“Our AI-based assessment station … represents the ideal solution for both members and operators in order to measure physical and cognitive parameters and to a fully personalized program for every single individual that evolves over time thanks to AI,” Alessandri has said.

Technogym Coach: AI-Based Trainer Available Across the Entire Technogym Ecosystem

Technogym Coach then steps in, harnessing AI and offering a personalized prescription of effective training protocols. 

Technogym Coach guides and encourages users on their health and wellness journey, delivering a daily ‘Precision Program’ workout with prescribed training days, a DIY section where users can create their work workouts and track outdoor activities, guided meditation sessions, access to nutrition, fitness and wellness content and feedback. ‍If a workout is skipped or a user quits before a workout is completed, Technogym Coach encourages the user to keep going and rewards special badges for finishing 80% of each workout.

In addition to adjusting training programs to give users the results they’re after, Technogym Coach enables gyms and club operators to tap into advanced user profiling so they can fine-tune marketing efforts, such as targeted loyalty programs.

Tech That Brings Everything Together

A gym’s members can access the entire Technogym Ecosystem through the Technogym app, ensuring a complete experience. As users log into the app, Technogym’s smart equipment immediately recognizes the user’s unique profile, past sessions and goals, tracking and storing all improvements along the way. And, delivering a truly smart fitness experience, the strength equipment can automatically adjust load, range of motion, correct posture, number of sets, repetitions and more.

“Technogym Ecosystem embodies a multi-touchpoint powerhouse for a truly fluid experience: through the Technogym App, users can easily access Technogym Ecosystem, keeping the training experience contiguous and customized in every detail,” Technogym’s international PR and media director Enrico Manaresi has said. 

The Technogym Ecosystem is an open platform that notably connects to and integrates with management software platforms, equipment from any brand, external apps, wearables and fitness trackers including Strava, Runkeeper, Apple Watch, Garmin, Polar, Fitbit and many others. 

“This means members can train anywhere, anytime,” Manaresi said. 

Technogym’s “train smarter, not harder” mantra comes at a time when consumers increasingly seek personalization in all aspects of their experiences, whether nutrition, fitness or wellness.

Even when not in the gym or health club, users can use the Technogym app to find regularly updated on-demand workout videos, sport-specific programs, trainer-led video content and more. The options are abundant – there are over 1,000 workouts across HIIT, strength training, boxing, yoga, Pilates and guided meditations.

While users themselves get countless benefits from Technogym’s Ecosystem, the fit tech company says operators experience ROI through increased retention by up to 20% and upselling and secondary spending by up to 100%. 

The post How Technogym Is Using AI To Modernize Fitness appeared first on Athletech News.

Fitness pioneer Tracy Anderson has found a home for her first London studio, nestled inside the luxurious walls of Surrenne, an exclusive members-only well-being and longevity-focused club in the Knightsbridge neighborhood.

The dedicated space, exclusive to Surrenne members and hotel guests at The Berkeley and The Emory, spans an entire floor and features the patented Super-G Floor and Iso-Kinetic Band systems, a private locker room and a Tracy Anderson-branded retail area. 

Complementing The Tracy Anderson Studio and her signature body-sculpting method will be Surrenne’s cardio and functional gym, which features equipment from Technogym, Woodway, Peloton and Hydrow along with a multi-functional studio for classes, Hyperice and Hypervolt products, spa treatments and steam rooms.

The new studio across the pond joins the fitness entrepreneur’s portfolio of successful studios in Los Angeles, New York City, the Hamptons and Madrid.

“I’ve always aspired to establish a studio in London, where my work initially gained public recognition while collaborating with notable clients,” Anderson said. “Upon being invited to participate in the Surrenne project, I recognized it as the ideal opportunity to inaugurate a studio alongside other prominent innovators dedicated to science, well-being and longevity. I am thrilled to introduce my Method to both my current clientele in London and a fresh audience through our partnership with Surrenne.”

Embracing Longevity

A fitness expert who counts Gwyneth Paltrow, Jennifer Lopez, Victoria Beckham, Olivia Palermo and more as celebrity clients, Anderson has kicked off 2024 with several new projects that underscore her commitment to longevity and wellness. 

She launched a podcast, “The Longevity Game with Tracy Anderson,” to share meaningful conversations with revolutionaries such as Olympic athletes and scientists, introduced her first activewear line and debuted HeartStone, a set of hand-cut rose quartz weighted energy trainers that accompanies an app with ten workout sessions. 

A 25-plus-year veteran in the fitness space, Anderson is committed to promoting health and wellness while remaining true to herself and her brand. In an interview earlier this year with The Cut, she said she had turned down four reality shows and described having protein bars in Target as a “low point,” pulling the products because she couldn’t get on board with cutting good ingredients in exchange for a lower price.

“I didn’t build that business, though there was a lot of pressure to do so because there was the potential to make a lot of money there,” she told the publication.

London Calling (for Wellness)

Seeking refuge from New York City’s bustling and, at times, chaotic atmosphere, Big Apple wellness enthusiasts are increasingly flocking to exclusive clubs for rest and rejuvenation. The same is occurring in Los Angeles, as seen with Hume and Remedy Place, a social wellness club that plans to open new clubs in the coming years.

Across the pond, London is experiencing its own wellness boom, with several posh “well-being havens” opening their doors or anticipated to open in the near future.

The HVN, which opened last fall and is also located in the Knightsbridge neighborhood, features an experiential retail space, a pre-treatment forest bathing area, recovery pods, and holistic and aesthetic therapies and treatments. 

The new Mandarin Oriental Mayfair in London is now taking bookings for its “antidote to the fast pace of London life,” which includes spa treatments, a fitness center, a sauna and vitality pools.

While not open yet, Six Senses London also adds to London’s growing well-being landscape, with plans to feature a fitness area, a relaxation room, wellness treatments, a coworking space and an indoor swimming pool.

The post Tracy Anderson Opens London Studio Amid Longevity Boom appeared first on Athletech News.

Infinity, beyond fitness, a wellness brand that combines training, nutrition and recovery, is getting stronger at the top as it eyes franchise expansion.  

The Miami-based brand has added former YogaSix CEO Peter Barbaresi and Row House founder Debra Strougo as investors and advisors.

Barbaresi has led several fitness and wellness brands to profitability in recent years, including YogaSix, where he helped lead the brand’s sale to Xponential Fitness in 2018.

“Welcoming Peter to our Infinity family as we chart this expansion is a milestone moment for us,” said Diego Guimarães, CEO and founder of Infinity, beyond fitness. “We are not just creating businesses; we’re cultivating communities dedicated to the holistic well-being of every individual. Peter’s expertise will be invaluable as we empower our franchisees to succeed and make a lasting impact.”

At Infinity, Barbaresi will be tasked with helping the brand expand via new franchise partnerships and attracting individuals from all backgrounds, whether in fitness or those coming from outside the industry,

“It’s an honor to join forces with Infinity, beyond fitness at such a pivotal time when they start franchising,” Barbaresi said. “The brand’s commitment to enhancing wellness on a holistic level resonates with my own values. I’m excited to support franchise owners in creating thriving, prospering businesses crucial to elevating community health.”

Strougo, an industry vet with two decades of experience, joins Infinity after having founded Row House, another boutique fitness brand acquired by Xponential. Strougo also founded Fitizens Holdings, a consulting firm that has helped spearhead growth for brands including Pvolve. Additionally, Strougo serves in an advisory role on the board of the Health & Fitness Association, previously known as IHRSA.

“Debra’s extensive background and passion for wellness make her an invaluable addition to our team,” Guimarães said. “Her proven track record of cultivating leading brands and her deep understanding of the fitness community aligns perfectly with Infinity’s ethos.”

Strougo called joining Infinity “a continuation of my life’s work in transforming wellness landscapes.”

“This brand’s holistic approach — integrating training, nutrition, recovery, and community — resonates with my belief in a comprehensive path to wellness,” she said. “I am eager to leverage my experience and passion to support Infinity’s mission, ensuring we reach and inspire more communities through franchising.”

As Infinity, beyond fitness plans to ramp up its franchising efforts, it will look to attract members with its holistic approach to wellness, which includes diet, recovery and exercise services all in one place. Members receive daily one-on-one and group training from coaches both in-person and through the Infinity app.

Before adding Barbaresi and Strougo, Infinity brought on Kay Oswald, the former CEO of Technogym U.S., and Dan Monaghan, International Franchising Association Foundation chairman, in similar investor and advisor roles.

The post Infinity, Beyond Fitness, Adds Industry Vets to Franchising Team appeared first on Athletech News.

Leading fitness equipment and technology brands brought their best to IHRSA 2024, the annual convention and trade show put on by IHRSA, now known as the Health & Fitness Association.

Athletech News breaks down some of the key products that made waves on the show room floor from brands including Aktiv Solutions, EGYM, Freemotion Fitness, Life Fitness, Matrix, Precor and Technogym.

Energizing their respective spaces and showing what’s next in fitness evolution, these seven brands showcased their top-tier releases across strength training, cardio and fit tech, all designed to engage consumers while assisting club operators. 

Aktiv Innovates on Traditional Strength Training

The rise of strength training is likely the fitness biggest trend of 2024, with consumers of all ages and fitness levels finding time to weight train, taking to the benefits of increased muscle mass, joint protection, fat loss and lowered resting heart rate.

Aktiv Solutions, a commercial gym design and supply company, used IHRSA 2024 to unveil its latest innovation: the Gym Rax Smith 3D Trainer (3SD). The next-gen smith machine features a free bar path, mimicking barbells while offering the benefits of the traditional smith machine, including the lack of need for supervision.

Aktiv created the S3D to onboard those new to strength training while also catering to expert lifters.

“The S3D presents an opportunity for operators to appeal to their broader constituencies without alienating more advanced lifters,” explained Bryan Green, founder and CEO of Aktiv Solutions, adding that users “can get that last rep without fear that they’ll injure themselves without a spotter.”

The S3D touts a patent-pending movement carriage that synchronizes its safety catches and serves as a built-in spotter — perfect for newer users, Gen Z and active-aging populations. 

The safety feature makes S3D a particularly beneficial addition to unsupervised fitness facilities like hotels or university gyms.

Precor Embraces the Glute Trend

Precor is also heavily invested in strength, partnering with Glutebuilder to breathe new life into glute training, which has become highly popular on social media platforms like TikTok. Besides looking good, training the glutes has numerous benefits including hip stabilization and pain prevention in the back and neck. 

The partnership will see an all-new line of six patent-pending glute training products that combine the motion design of Glutebuilder’s founder and CEO, Arturo García López, with Precor’s engineering and manufacturing expertise.

“We recognize the surging popularity of glute training worldwide, and the innovations within the new Precor Glutebuilder Line offer novel ways to engage and attract new fitness enthusiasts,” said Precor’s CEO Dustin Grosz. “We are delighted to partner with this esteemed brand and leverage Arturo’s groundbreaking developments.”

Those who missed IHRSA 2024 will be able to preview the Precor Glutebuilder Line at FIBO in April in Cologne, Germany.

Technogym Launches AI-Powered Health & Longevity Tracking

It was impossible to ignore Technogym at IHRSA 2024, with its massive presence on the tradeshow floor and outfitted in its signature black and yellow branding.

Already a force to be reckoned with, Technogym took its ecosystem a step further with the debut of Technogym Check Up. Harnessing AI to assess physical and cognitive conditions, Technogym Check Up has the power to prescribe the ideal fitness program that adapts over time based on the individual user.

Nerio Alessandri, Technogym founder and CEO, says the latest innovation represents the access point to the entire Technogym ecosystem, offering a “fully personalized program for every single individual that evolves over time thanks to AI.”

Leaning into longevity, Technogym’s latest offering goes beyond cognitive function, body composition, strength performance, balance and mobility. It uses the data to calculate a “Wellness Age,” a nod to the brand’s ‘Technogym as Medicine’ philosophy.

The new tool puts longevity-seeking consumers in the driver’s seat of their health. At the same time, Technogym’s ecosystem and data-forward approach can also unlock invaluable data for fitness operators.

EGYM Empowers Users To Move Beyond the Scale

EGYM, a leading fitness tech provider, put its new BioAge feature front and center at IHRSA 2024, a measurable approach to fitness that calculates a user’s wellness across four pillars: strength, cardio, flexibility and metabolism.

It may be time to toss the scale since BioAge takes things beyond simple bodyweight measurements. Giving users a solution-based path, BioAge focuses on four different areas of need, tracking progress and providing users with valuable visual feedback along the way. 

The result? A comprehensive approach to health and fitness that keeps users engaged and motivated — especially when they quickly start seeing results. 

“Unfortunately in our industry, usually it’s all about what a member sees on the scale,” Dana Milkie, EGYM general manager for North America, told ATN. “It can be a little demotivating, particularly in the first three or four weeks when you’re starting to exercise trying to change your body and you don’t see anything on the scale. From a BioAge perspective, you begin to see changes very quickly as whatever biological age you started at begins to go down.”

BioAge is visible on EGYM’s Fitness Hub, trainer app and branded member app, making it accessible anywhere for individuals who work out at various facility types. The innovation also serves as a powerful tool for operators and fitness trainers, allowing them to share tangible results with clients, deepening motivation with proof.

Matrix Brings Luxury to Cardio

Matrix Fitness, a commercial fitness leader under Johnson Health Tech, has elevated cardio with a luxurious look and feel with the launch of its Onyx Collection, a line of five ultra-premium cardio machines, including a treadmill, Ascent Trainer, ClimbMill, upright cycle and recumbent cycle. 

“Every touch point and every element of the Onyx Collection was designed to be exceptional, immersive, and unlike anything else in our portfolio,” said Andrew Kolman, vice president of global product development. “At Matrix, meaningful innovation is at the heart of everything we do. Our partners can expect to see this guiding principle artfully expressed in every design detail.”

With its impressive 32″ touchscreen console and interactive touch controls, users can sprint, interval train, complete fitness tests or run on rolling hills. 

Kolman explained that feedback from industry partners fueled the creation of Onyx’s luxe design, with its oversized screen allowing operators to brand the experience and advertise their own messaging. 

The Onyx Collection is headed to FIBO next month in Germany, which will take place from April 11 to 14.

Life Fitness Gives Operators the Keys

Life Fitness used IHRSA to remind the fitness industry that cardio is still king and that the key to a successful product is deepening user engagement while offering new revenue channels for club operators. 

Symbio, an ultra-premium cardio line features a Runner (treadmill), Incline Elliptical, SwitchCycle and Recumbent Cycle — all of which enable club operators to easily upload on-demand workouts featuring their in-house instructors.

Gym goers want an engaging cardio experience, which Symbio can deliver, as operators can add new member onboarding videos or promote additional services.

“(It) gives you the ability as a trainer, instructor, facility owner, operator — to completely customize the experience,” said Life Fitness global training and education manager Leigh Wierichs. “The content doesn’t have to be a class — although it could be an actual on-demand class or something nutrition-related. It could be something explaining the different capabilities of the treadmill; it could be something talking about how to prepare for a 5K. It can be anything that you think would resonate.”

Content abilities aside, Life Fitness’ new Runner offers a standout feature, adaptive flex deck technology so that users can select their preferred level of firmness – either 40% softer or firmer.

For Freemotion, Content Is King

Freemotion Fitness, along with parent company iFIT, put a spotlight on its new 22 Series cardio line at IHRSA 2024, boasting iFIT’s robust content library of nearly 17,000 coach-led workouts, including Olympic Gold Medalist Michael Phelps and ultrarunner Tommy Rivers Puzey. 

The 22 Series cardio line offers a six-piece collection that spans an incline trainer, a Reflex treadmill with an impact-reducing deck, an elliptical and three bikes, all with 22-inch HD touchscreens that display content and automatically adjust speed, incline, resistance and fan speed based on the on-screen workout.

With an emphasis on delivering top-notch video content that is immersive and exciting, iFIT films its footage on all seven continents, including adventurous locations such as Mount Everest. It’s a creative decision that Adam Guier, vice president of North America sales at Freemotion, says has a tremendous impact on member engagement.

“We hear members say, “I went on a vacation to such and such place because I had exercised in that same location from virtually,'” Guier said. “We also hear members who say, “I went on vacation, came back, and did the same run on the console that I had done on vacation.”

Beyond the gym, members can use the iFIT app at home or on vacation, using equipment from NordicTrack or ProForm, other iFIT brands.

The post These Fitness Products Made Waves at IHRSA 2024 appeared first on Athletech News.

Digitalization and artificial intelligence are forging a new frontier for the fitness industry, as demonstrated by numerous exhibitors and sponsors at IHRSA 2024 in Los Angeles.

Although the promises of AI and technology can drive business, one thing is clear: The fitness and wellness industry may warmly adopt the advancements but brands are still maintaining a focus on consumers and community wherever possible.

Technogym Creates an AI-Powered Wellness Journey

Technogym, one of the leading brands offering a complete ecosystem of health and wellness, has seen how leveraging AI can net positive results. The Italian fitness giant sees great promise in using data to define cohorts based on activity interest. The result? Hyper personalization and the ability to refine marketing targets, saving time and resulting in consumer satisfaction.

Francesco Arlotti, Technogym’s head of digital solutions, stressed the importance of an ecosystem that offers value to fitness and wellness seekers that goes beyond mere access to a digital platform. Instead, he points out that it must take consumers on a journey.

“If we want to increase the value of what we offer, we have to follow a different route,” Arlotti said.

The brand just debuted its most comprehensive AI-powered fitness assessment and customer engagement tool — Technogym Checkup. 

Technogym’s data-driven capabilities can give operators rich insights that can group club users based on workout preferences, habits and even activity patterns, offering an opportunity to refine upselling, drive community with friendly competitions in the form of challenges or even create new classes. 

Barry’s Drives Community via Apps & Pop-Ups

As one of the OG’s of HIIT–based fitness, Barry’s is growing across the globe and expanding its modalities. Best known for its famed Red Room, the fitness brand has developed a loyal following over the years and has been open to change, rebranding its name and vibe.

Never afraid to break the rules, Barry’s has taken a unique approach to digitalization with not one but two apps: the newer Barry’s X, a proprietary platform to take, book classes and access the FitFam social network, and its original app that presents a one-stop shop “for all things in-studio.”

Jenna Hauca, Barry’s senior vice president of marketing and digital, says Barry’s continues to deliver community-driven experiences and plans to reflect that same approach with additional features on its app as it evolves. 

“For us, community is really the guiding principle of most of the decisions we make, digitally and in person,” Hauca said.

Keeping a focus on in-person and community experiences has led to a robust number of members showing up to Barry’s, funneling in from advertised in-person fitness challenges, where members are encouraged to attend as many in-studio classes as they can in a specific time frame. In addition to driving people to classes, it’s also led to Barry’s members encouraging one another, in person and in the brand’s FitFam space. 

With the launch of Ride, the brand has expanded its “welcome mat” to a new audience, Charlie Meredith, Barry’s chief curriculum lead, has told Athletech News. Barry’s is also exploring additional pop-ups this year, continuing to connect with its community and attracting new members in “non-traditional” locations.

The post IHRSA 2024: Fitness Brands Balance AI & Community appeared first on Athletech News.

Technogym, the fitness industry’s only AI-based end-to-end open platform, has perfected its leading “ecosystem,” delivering successful results for operators in terms of ROI, member engagement and attraction, as well as fitness enthusiasts who want to see results and stay motivated on their health and fitness journeys.

A fitness and wellness industry pioneer, Technogym offers the ultimate solution by providing operators with a cutting-edge and seamless integration across software applications already in use, fitness equipment from any manufacturer, popular payment methods such as Apple Pay, Google Pay, Stripe, Visa and others, and consumer apps and wearables.

Moreover, the AI-based Technogym Ecosystem Coach adjusts training programs to enhance engagement and maximize results. It also supports marketing efforts through advanced profiling, allowing operators to run loyalty campaigns.

This revolutionary “ecosystem” has crowned Technogym as the gold standard in health and fitness equipment and software for club owners, hotels, medical centers and elite athletes. The company will serve as the exclusive and official supplier of the Paris 2024 Olympics this summer, providing its smart equipment and services to over 15,000 elite athletes.

Ever-evolving to meet the needs of operators and health and fitness consumers, Technogym is launching Technogym Checkup at IHRSA 2024, a pivotal moment for the fitness industry leader.

“Today within our Technogym Ecosystem, the one and only end-to-end ecosystem in the industry, we are proud to launch Technogym Check Up, our AI-based assessment station, that represents the access point to the ecosystem in order to measure physical and cognitive parameters and to a fully personalized program for every single individual that evolves over time thanks to AI,” said Nerio Alessandri, Technogym founder and CEO.

One-Stop Shop for Fitness & Wellness

By harnessing the power of artificial intelligence, the brand-new Technogym Checkup boasts an AI-based assessment station, allowing users to hyper-personalize their training based on body composition, strength performance, balance, mobility and even cognitive abilities. Taking it a step further, the data is used to calculate a “Wellness Age” so Technogym Coach can prescribe effective training that adapts over time. 

The latest launch supports the brand’s ‘Technogym as Medicine’ philosophy, promoting long-term health and wellness with its world-class products and ecosystem. A fierce advocate of promoting longevity through Technogym, Alessandri has long urged the preventive power of fitness and the belief that a healthy mind is a healthy body. 

Technogym’s new precision-based training program can be accessed anywhere, anytime — at the gym, at home, on vacation or even with a user’s physician. 

“Digital innovation has always been a key element of Technogym’s constant growth over the years since 1996, when we launched Wellness System, the first software in the industry,” Alessandri said.

Meaningful Health Tracking

Leaning into longevity-centered wellness, Technogym’s Wellness Age functionality offers a starting point for users to comprehend the age that mirrors their current physical and functional condition and offers a pathway to make improvements with a personalized, targeted training program. 

Employing a results-driven program allows users to see their Wellness Age decrease while AI makes adjustments to accelerate results, leading to an optimal state of health in a relatively quick time. 

A Potent Member Engagement Tool 

The latest innovation from Technogym meets the demands of longevity-seeking consumers who want a holistic method that culminates in improved health and vitality. 

By offering Technogym Checkup, operators have an opportunity to offer a unique, cutting-edge and in-demand service, generating additional revenue, retaining existing members and attracting new wellness and fitness seekers.

Additionally, from an operator’s perspective, the data-driven technology allows Technogym Coach to follow the training evolution and group club users based on workout preferences, habits and activity patterns so operators can leverage the findings to fine-tune upselling and even launch friendly fitness challenges for members. 

The Technogym Difference

As operators look to hone in on increased personalization, Technogym’s ecosystem enables every stage of the gym experience to be customized from beginning to end, from assessment to program customization and follow-up. 

Technogym’s digital expertise and AI-centered technology means its smart equipment and app can adapt and guide users on their health and fitness path. After logging into the app, the profile is recognized immediately, pulling together preferred goals and past sessions to track and store all improvements. 

Notably, and in line with the top trend in fitness, strength equipment will automatically adapt metrics across load, range of motion, correct posture, speed, number of sets, repetitions and recovery. 

Another area of advancement is Technogym’s AI-based Ecosystem Coach, which adjusts training programs to not only elevate engagement and results but also supports marketing efforts for operators with its advanced profiling capabilities. 

Advancing the multi-touchpoint experience for users is the Technogym App, offering access to the ecosystem with over 1,000 workouts and programs for fitness, sports performance and health and lifestyle, even taking into account special health considerations. 

Technogym can be found at booth #1716 at IHRSA 2024. 

The post Technogym Launches AI-Powered Health & Longevity Tracking appeared first on Athletech News.

In anticipation of IHRSA 2024, leading fitness equipment companies are gearing up to showcase their cutting-edge equipment and best-in-class digital solutions. 

Among the distinguished brands headed to IHRSA are Technogym, Life Fitness, Eleiko, True Fitness and BeaverFit — all emphasizing a significant focus on strength, with BeaverFit and Technogym also zeroing in on outdoor training solutions and a results-driven ecosystem for club operators and fitness consumers, respectively. 

Here’s what attendees can expect from some of the leading exhibitors at IHRSA 2024:

Technogym Embraces AI, Digital Fitness

Italy-based fitness equipment and tech giant Technogym is highlighting its unique ecosystem at IHRSA 2024, which encompasses its connected smart equipment, software, apps, artificial intelligence, on-demand exercise content and tech services. The brand’s ecosystem results in a fully personalized experience for fitness enthusiasts and increased ROI for club owners and operators.

Found in 85,000 wellness centers and 400,000 private homes, Technogym has been the official supplier of the last eight Olympic Games, and will do so again this summer in Paris.

The fit tech company’s AI-based Technogym Coach follows the “training evolution,” of fitness consumers, so club operators can leverage data to boost retention and upselling based on workout preferences, habits, patterns (such as training typology, preferred weekdays and average session duration) of users. Additionally, the data can be used for targeted communications, promotions or challenges.

Technogym’s AI capabilities have also enhanced its smart equipment and app experience, with its system recognizing the profile, past sessions, and preferred goals of users. Technogym’s strength equipment automatically adapts metrics such as load, range of motion, correct posture, speed of execution, number of sets, repetitions and optimal recovery times. 

Going even further, Technogym offers the ability to collect and track cohesive and consistent data for 360-degree profiling, thanks to its blend of in-house equipment (cardio, strength and functional) and digital platforming.

Through the Technogym App, users can access the Technogym Ecosystem, continuing to keep the training experience customized. The ecosystem also supports a hybrid experience, allowing clubs to deliver facility-produced training content to homes through live streams and on-demand video.

Technogym’s Ecosystem push comes as the company continues to embrace digital fitness, supporting operators to meet their members whether in-facility or at home. 

“The pandemic did nothing more than accelerate the transformation process already underway,” Technogym founder and CEO Nerio Alessandri told Athletech News last fall. “It really forced this hybridization of fitness where people work out in the gym, at home, outdoors and, more recently since the pandemic, on vacation and at work. This ‘wellness on the go, anytime, anywhere’ has done so much for the health, prevention and performance of consumers, making the wellness experience a truly nomadic one.”

Technogym will be found at booth #1716 at IHRSA

Life Fitness Builds the Ultimate Cable Training Experience

Life Fitness is leaning into strength, launching its Dual-Adjustable Pulley with Stabilization at IHRSA 2024 — a functional trainer that sets the standard for versatility and workout effectiveness.

Designed to deliver the ultimate cable training experience, the new strength product from Life Fitness offers nearly endless strength exercises. The Dual-Adjustable Pulley with Stabilization features a low starting resistance, cabling for dynamic movements and a patented adjustable stability pad for support during key movements.

The functional trainer offers a 12′ cable range, an integrated multi-grip pull-up bar, and includes two long handles, two short handles, a triceps rope and an ankle strap.

To keep a training space accessible and organized, the Dual-Adjustable Pulley with Stabilization allows users to easily swap handles as needed. An adjustable carriage provides smooth transitions using ball bearings and laser-etched numbers for position identification.

Life Fitness also recently expanded its partnership with EGYM on a Smart Cardio project integrating EGYM’s fitness software with Life Fitness machines, such as its Discover SE4 Console, to provide fitness enthusiasts with real-time workout data, performance tracking and personalized workout recommendations.

“Life Fitness is committed to offering our customers the ability to personalize their equipment experience according to their unique needs,” the company’s chief product officer, Dan Wille, said of the partnership with EGYM. 

Life Fitness will be found at booth #1700 at IHRSA.

Eleiko Showcases Prestera, its New Strength System 

Eleiko is set to showcase its growing Prestera strength system at IHRSA, having recently welcomed new strength evolutions and companion pieces to the system.

Prestera, a modular, customizable strength system, is considered a “growing force” touting varied training methods for free weight, body weight and cable training while offering complete flexibility, versatility and space efficiency. 

Emphasizing a “lifter-first approach” within Prestera, the strength system provides easy adjustability to appeal to a range of lifters and user-defined movements. A new cable system includes several cable training stations available in freestanding, wall-mounted, or multifunction training stations for complete design flexibility. 

The collection comprises the Eleiko Dual Adjustable Pulley, Cable Cross, Single Adjustable Pulley, Lat Pull Down and Low Row stations that can be used alone or as building blocks for customized multi-station configurations. Eleiko will have some of its new stations at IHRSA for users to trial. 

The Prestera system is designed to help gym and club operators make the most out of their space while also giving users the freedom and tools they need to strength train effectively. 

“Space efficiency equals money,” Eleiko CEO Erik Blomberg has told ATN. “You can get more out of the rent that you pay for a facility when you use space more efficiently and offer more training possibilities. But I think it goes to more than that. It also goes to the user experience because people seek efficiency in their own training when they go to a facility.”

“If you can structure and order your place in the most efficient way, you will also improve the customer experience, “ Blomberg adds. “That in turn will also drive both membership growth and retention.”

Eleiko will be found at booth #1762 at IHRSA.

True Fitness Prizes Form & Function With Palladium Strength 

True Fitness is headed to IHRSA with an extensive lineup of fitness equipment, showcasing Palladium Series Plate Loaded, its newest line of strength equipment. The 14-piece circuit was designed in the U.S. by True Fitness strength engineers to offer heavy-duty, durable products with innovative features. 

“Throughout the design process, I envisioned a line that not only excels in performance but also becomes a statement in modern gym aesthetics,” said Jim McIntyre, True Fitness Strength Product Manager. “Every detail, from the sleek oval-shaped tubing to the ergonomic grips and height adjustment guides, was meticulously crafted to elevate the user experience.” 

Along with their latest strength equipment, True Fitness will also unveil their next generation of cardio machines and consoles at IHRSA.

“We’ve completely redesigned and reformulated our cardio lines to better represent our offerings to benefit all markets,” said David Trulaske, CMSO for True Fitness. “Customers will experience four new cardio series and three streamlined, user-friendly consoles that can be paired across all cardio equipment.” 

True Fitness will be found at booth #1746 at IHRSA.

BeaverFit Offers Custom Indoor & Outdoor Solutions

BeaverFit, a fitness design, manufacturing and distribution company, is headed to IHRSA to showcase its full line of strength and functional training equipment, all of which can be custom-branded and specifically designed for both indoor and outdoor use.

“This year at IHRSA, BeaverFit will demonstrate why we continue to be the trusted partner in creating training capabilities however you train, wherever you train,” said Nick Vay, BeaverFit’s VP of Commercial Sales. “We are excited to bring back everybody’s favorite – the patented Shred Shed – along with premiering our freestanding Bridge Unit, and numerous new features for our customizable Bay Unit, including an adjustable sliding heavy bag, padded slam wall and more.”

Having provided solution-based custom training equipment for the U.S. military and boutique fitness studios like Rumble Boxing and MADabolic, BeaverFit also plans to digitally showcase its newly designed SunPro and SunShade, one-of-a-kind solutions that enable its partners to create fully covered outdoor training environments.

BeaverFit will be found at booth #1011 at IHRSA.

The post IHRSA 2024 Equipment Rundown: Tech, Strength Training Take Center Stage appeared first on Athletech News.

Fitness and wellness are growing priorities for many. According to Lululemon’s 2023 Global Wellbeing Report, 67% of people place wellbeing as a top priority, but only 12% say their wellbeing is where it should be. Looking back at 2023 and toward 2024, how will consumers try to narrow the gap between their fitness goals and their current reality?

Consumers’ affinity for connected fitness remains an open question, although virtual reality seems to have carved out a niche for those who desire gamified workouts. Wearables continue to advance, but are they innovating too fast? Strength is seemingly here to stay, with Pilates and functional training more popular than ever. And how will the rise of weight loss drugs impact the traditional fitness industry? While the future of fitness and wellness is uncertain, one thing is for sure: the industry is unlikely to show any signs of slowing down in 2024.    

To get you ready for a new year, Athletech News previews the top fitness and wellness trends to watch in 2024:

• 

  Can Connected Fitness Rebound?

  Connected fitness has been slow to recover from the post-pandemic surge in popularity of in-person workouts. Lululemon stopped selling Mirror, its connected fitness unit, at the end of 2023. It even struck a five-year deal with Peloton to provide fitness content for Lululemon Studio, which is replacing Mirror, as well as create co-branded apparel. The two companies also hosted a series of in-person events, demonstrating a collaboration between the one-time competitors. Earnings showed that Lululemon’s previous $500 million acquisition of Mirror was nearly worthless. Mirror’s downfall might be reflective of the current state of connected fitness. 

  Peloton, meanwhile, continues to cite hope for a turnaround. It recently rebranded to a more content-focused model, and offered extensive holiday deals in November to drive sales, including up to $700 off of Peloton purchases. The company is facing difficulties converting free app users into paying subscribers, which has led to wider-than-expected losses. Peloton is hoping to boost revenue with high-profile partnerships and the relaunch of Tread+, but the company has cited concerns that inflation-weary consumers will hesitate to invest in its expensive hardware.

  Connected fitness companies that focused on premium hardware as opposed to virtual programming have also been struggling, such as Tonal and Hydrow, each of which began 2023 with layoffs. Even Clmbr, the LeBron James and Jay-Z-backed vertical climber maker, laid off around 25% of its staff earlier this year before being acquired by Forme.

• 

  Will In-Person Fitness Continue To Grow?

  While connected fitness struggles, in-person is back and better than ever. IHRSA’s 2023 Global Report cited a resurgence of consumers connecting and engaging during in-person workouts. Today, boutique fitness accounts for 42% of all gym memberships. The report also cited high-value, low-price and luxury fitness facilities gaining the most over 2023.

  Planet Fitness continues to win big with Gen Z: Morning Consult named the brand on a list of top ten leading companies that young consumers are eyeing. The fitness franchise has an active presence on social media platforms, and its “Classic Membership” is just $10 a month, a price that hasn’t been raised in 30 years, although the brand is considering a slight increase. Crunch Fitness is also expanding rapidly. The New York-based franchise brand currently has over two million members and operates over 450 gyms worldwide. CR Fitness, the top Crunch Franchisee, plans to build 15-20 fitness clubs per year, growth that has led to over 1,000 employment opportunities. 

• 

  What’s Next for Weight Loss Drugs?

  GLP-1 weight-loss drugs have also taken the fitness and wellness world by storm this year. Barclays has estimated that the industry could be worth $100 billion by 2030 and perhaps even $200 billion within the next ten years. WeightWatchers notably pivoted from its points system and weight-loss meetings to offering access to weight loss and diabetes drugs. Food companies have noticed declining sales and have scrambled to shift their strategic focus. Nestlé has created new vitamin and mineral-packed products for those on appetite suppressants. 

  The fitness industry has been eager to welcome GLP-1 users: Life Time launched the Miora Longevity and Performance clinic at its flagship Target Center health club in downtown Minneapolis. The clinic offers doctors, physician assistants, nurses and personal trainers in addition to weight loss drugs and non-invasive therapies like red light therapy, hormone replacement therapy, and infrared saunas. Xponential Fitness has also leaned into the weight loss medication sector, acquiring Lindora, a metabolic health clinic.

• 

  Will Strength Training Continue To Surge?

  According to MindBody’s 2024 fitness trend report, the top three workouts of 2023 were Pilates, yoga, and strength training. Strength training in particular is growing in popularity with Gen Z. Les Mills partnered with Adidas earlier this year on a strength-focused workout to target younger consumers. The launch of Nike Strength, a collection of strength training equipment for elite and everyday athletes, also demonstrates the growth of the category. Pure Barre launched Define, a low-impact fitness class that incorporates heavier weights than those used by most boutique fitness brands. CorePower Yoga’s most recent class addition was Strength X, a high-intensity strength training class that incorporates traditional yoga poses with targeted resistance exercises. Orangetheory Fitness, known for its cardio workouts, has also gotten into the strength training craze.

  At 2023’s IHRSA Convention in San Diego, Fabrizio Cecchinelli, format manager at Technogym, cited two main reasons for strength training’s surge in popularity: social media and science. Strength training’s photogenic nature makes for aesthetically pleasing posts. The science behind strength training has also propelled workouts, as a search on PubMed, the National Institute of Health’s database of biotechnology information, revealed that in the last decade, the number of searches for scientific information related to the benefits of strength training increased almost fourfold.

• 

  Can Fitness Wearables Bridge the Healthcare Gap?

  Wearables continued to evolve in 2023 as consumers using the devices for reaching various fitness goals are increasingly using wearables to generally monitor their health. New hardware, software, and apps have allowed turned wearables into customizable health clinics. Heart rate monitors are standard on many wearables, and some even have FDA approval for detecting abnormalities like atrial fibrillation. Whoop offers a feature called Health Monitor which provides a daily update on all user metrics. Members can send this report as a PDF directly to a doctor or medical professional. Devices have also gotten more social. Oura launched Circles earlier this year, where members can share high-level data like “Readiness,” “Sleep,” and “Activity” scores with friends and family members. Apple Watch also allows users to share their activity with family, friends or coaches.

  Strength training has also become more prominent in the wearables market. Whoop became the first fitness wearable to measure strength earlier this year. It now allows users to measure strain during strength workouts by tracking weights, reps and sets for a personalized view of their training. Oura also launched a co-branded Rest & Recovery kit with Equinox that featured a specially designed ring cover for weight training and strenuous workouts. The innovation addressed users’ concerns about the Oura ring being less compatible with barbell training. 

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  Will VR Fitness Take Off?

  While connected fitness has waned, virtual reality (VR) fitness is a fairly nascent field, but one that’s becoming more prominent in the industry. Les Mills is investing in the space, with its recent launch of XR Dance and Bodycombat. Xponential Fitness has created Xponential+, a new virtual and mixed-reality app for Meta Quest 3 that allows users to essentially take boutique fitness classes in their living room.

  On the athleisure front. Alo Yoga teamed up with Obsess, the experiential e-commerce platform, to launch an immersive virtual reality shopping experience. But it hasn’t been all fun and games—Meta was sued earlier this fall by Andre Elijah Immersive Inc (AEI), a self-proclaimed new entrant to the VR fitness space which alleged that it developed a fitness yoga app with Meta and Alo before the relationship soured. Most of the lawsuit alleges that Meta has a vertical monopoly on the VR fitness space, and colluded with Alo to keep AEI out of the market. Despite some setbacks, Meta is still leaning into the health and fitness space, believing in the power of virtual reality to make workouts fun and engaging. 

The post The Fitness & Wellness Trends To Watch in 2024 appeared first on Athletech News.

Global fitness equipment maker Technogym has received a €111 million ($120 million) investment from NEOM Investment Fund (NIF), a firm based in Saudi Arabia that invests in tech-focused brands. NIF now holds 6% of Italy–based Technogym’s share capital and 4.5% of the voting rights.

As part of the transaction, NIF purchased approximately 8.8 million shares of Technogym and entered into a derivative solution to purchase approximately 3.3 million shares.

In a statement announcing the transaction’s conclusion, NIF noted that the investment reflects its vision of a new model for sustainable and healthy living and is committed to being a long-term minority investor in Technogym.

NIF also commented that it believes in the value creation potential of Technogym, recognizing the smart fitness equipment and digital tech provider’s history of ongoing growth, leading global market position, and commitment to innovation in the fitness and health space. 

J.P. Morgan served as bookrunner for the transaction, with Rothschild & Co. as NIF’s financial advisor.

NIF’s stake in Technogym follows its recent investments Pony.ai, Regent, Boom Technology, BlueNalu and Animoca Brands, as the firm looks for visionary companies that use cutting-edge technology.

Health, well-being and biotech are listed as one of the 14 verticals NIF aims to invest in to build what it says will become a new economic model for the world, aligning with the mission of Technogym’s founder and CEO, Nerio Alessandri.

The author of “Be Wellness: Choose to Live Well,” Alessandri has been an advocate for improving health and quality of life through Technogym’s wellness ecosystem of personalized training programs, exercise plans and “Technogym is Medicine” model.

The digital tech fitness maker has seen significant growth in its B2B segment this year and is leaning into sport as a major component of its business strategy, with Technogym serving as the exclusive and official supplier of the Paris 2024 Olympics, providing smart equipment and services for over 15,000 athletes.

Technogym recently unveiled its Technogym Skillup, an upper-body ergometer developed for performance training with multi-drive technology offering cardiovascular and strength conditioning via a double resistance system. As a new addition to Technogym’s ecosystem, the Skillup will serve athletes at the Paris 2024 Olympics.

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Infinity, beyond fitness, a Miami-based boutique wellness studio, has welcomed Kay Oswald as an investor and advisor as it plots its franchising expansion. 

Kay, the former CEO of Technogym U.S., has expertise in building consumer and B2B brands in the U.S., Europe and Asia, having led the expansion of Smile Direct Club, preparing the company for an IPO.

The Infinity concept offers a comprehensive method that allows fitness and wellness enthusiasts to engage in a trifecta of training, nutrition and recovery to improve their lives in 90 days. Infinity members receive one-on-one and group wellness coaching in-person and through the Infinity app, so members are armed with training, nutrition, sleep and recovery education to hit their goals. The plans change every 90 days and offer support and group chats. 

Infinity’s stand-out group training offering, Variable Intensity Interval Training (VIIT), could be a boutique fitness disruptor with a special format blending HIIT with medium-intense strength and endurance and low-intensity phases while using functional cable stations, boxing bags, treadmills, weights, benches and bands.

“Among the multitude of fitness and wellness concepts I’ve become familiar with, Infinity is by far the best positioned for the future,” Kay said. “It’s rare to find a brand that addresses workouts, nutrition and recovery in one location and also has an app to keep members accountable outside the studio.”

Diego Guimarães, founder and CEO of Infinity, beyond fitness, said the brand is thrilled to have Kay as an investor but even more so as an advisor.

“Ever since our paths crossed, he has believed in the unique value proposition that Infinity offers,” Guimarães said. “I eagerly anticipate his valuable contributions to our franchise expansion and growth.”

Infinity’s flagship Coconut Grove studio in Miami offers an extensive group training schedule and allows members to access the training studio at any time, even when classes aren’t in session. A recovery zone boasts an infrared Cocoon Pod, HydroMassage lounge, zero-gravity massage, and Hyperice Normatec compression therapy and other Hyperice recovery products. 

Four membership levels are available: $199/month for “Wellness Unlimited,” $179/month for “Training Unlimited,” and wellness and training levels for $139 and $119 a month, respectively.

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Rolla, a gamified fitness startup based in Bosnia and Herzegovina, has closed a €6.3 million ($6.9 million) seed funding round, the company announced.

The round, led by Mate Rimac, CEO of Rimac Group, and Hellen’s Rock Capital, set a new record for a health and fitness startup in Central and Eastern Europe.

Rolla says the funding will be used to expand, grow its customer base and establish key development and commercial hubs while continuing its mission to help consumers “level up” their health and fitness.

The startup currently covers health and activities with two products: Rolla One, an app that allows fitness enthusiasts to track walking, running or cycling activities as it calculates metrics, and Rolla World, which allows for an immersive, virtual fitness experience for cyclists and runners. Players can compete in a multi-player setting and create their own avatars. 

Health monitoring and diet and weight management are listed as “coming soon” on Rolla’s website. While Rolla is currently in beta, its fitness platform is expected to launch in Q1 of 2024, according to Tech.EU. 

The startup confirms that in the coming weeks, Rolla will reveal its hiring plans. 

In June, the startup featured Rolla One and Rolla World at Eurobike with the goal of attracting beta testers and finding potential partners. Before the Eurobike event, Rolla teamed with Technogym, who provided positive feedback. 

Rolla’s founder, Igor Krezic, said the plan was to meet with leaders such as Garmin, Wahoo and Elite, but Rolla didn’t expect the impact of content creators covering the startup during the exhibition, which catapulted the startup. 

“With our mission defined and support from partners and investors, the real challenge lies ahead,” Krezic wrote in a company blog post. “We now have to live up to the expectations.”

Gamified fitness proponents cheer its ability to engage even the most reluctant while providing motivation and engagement. It can also lead consumers to stick to a routine fitness plan, especially if games include “rewards.”

The post Rolla Gets $7M in Seed Funding for Gamification Platform appeared first on Athletech News.

Technogym has reported double-digit growth in the first half of 2023, with €370 million ($405 million) in consolidated revenue, a 13.8% increase compared to the first half of 2022.

The smart fitness equipment and digital tech provider noted that it achieved growth in profitability while investing in innovation to enrich its wellness solutions.

Technogym introduced Technogym Run in the first half of the year, boosted the user experience of its app, and incorporated AI models that can adapt to the needs of over 50 million users, an enhancement that resulted in a 30% increase in performance for equivalent training time, the company noted.

Nerio Alessandri, Technogym’s founder and CEO, stated that the company’s strategy of investing in long-term profitable and sustainable growth has resulted in excellent short-term results.

“In the first six months of the year, we recorded a double-digit increase in all key financial indicators, in line with the plans communicated during the recent Investor Wellness Day,” Alessandri said. “Technogym, together with the creation of economic value for customers and shareholders, contributes to social value for individuals, via improved health and quality of life.”

Technogym points to one of the main goals of the United Nations, the “Good Health and Wellbeing Goal,” which aims to reduce the mortality rate from non-communicable diseases by one-third by 2030 via prevention and promoting healthy lifestyles. It’s a goal that Technogym shares, employing its wellness ecosystem of personalized training programs and exercise plans. 

“‘Technogym is Medicine’ is our challenge for the future, aiming to become the new ‘sustainable and aspirational medicine’ through prevention and care protocols, promoting healthy longevity with our world-class solutions,” Alessandri added.

In particular, in the first half of 2023, Technogym experienced significant growth in its B2B segment, with a double-digit increase across all its sub-segments, while its B2C segment demonstrated signs of normalization, with the second quarter recording growth compared to the same period in 2022.

In addition to Technogym’s health market concentration, the company has identified sport as a crucial component of its business strategy and brand development. Alessandri referenced the upcoming Paris 2024 Olympics, where Technogym is the exclusive and official supplier, providing smart equipment and services for over 15,000 athletes.

As a passionate advocate for wellness, Technogym’s CEO integrated a new vision of health that blends Italian culture and the Roman philosophy of “a healthy mind is a healthy body.” This balanced approach is one that Alessandri says can have a profound impact on people around the globe.

Alessandri recently released “Be Wellness: Choose to Live Well,” published by Mondadori Electa, where he reveals his wellness secrets and how a healthy society is beneficial to all while offering a step-by-step guide that promotes a holistic approach.

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