The fitness and wellness industry is starting to settle into a post-pandemic rhythm, marked by people returning to gyms and studios in large numbers, a rising interest in longevity services and the surging popularity of modalities like strength training and Pilates.

This past year saw plenty of headlines, from major mergers to big-name brands filing for bankruptcy to CEO changes at the industry’s top companies. 

Athletech News recaps the eight fitness and wellness moves that defined 2024, and forecasts what each could mean as we enter a new year.

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  8. PureGym Acquires Blink Fitness Gyms, Eyes US Takeover

  PureGym, a leading U.K. gym operator, acquired most of Blink Fitness’ assets in a $121 million deal in December, which came after Blink filed for 11 bankruptcy. The deal will see 67 New York, New Jersey, and Pennsylvania-area Blink gyms rebranded under the PureGym banner in 2025. 

  The U.K. gym brand fended off competition from Planet Fitness, which made an unsuccessful last-minute bid to acquire the Blink gyms amid bankruptcy proceedings 

  Why It Matters:

  PureGym is looking to establish a foothold in the U.S. market, and acquiring Blink’s East Coast gyms gives it just that. Blink also has around 30 gyms in California, Illinois, Massachusetts and Texas, and says it’s still evaluating offers for those locations. 

  What To Watch in 2025:

  The U.S. market for low-price gyms is highly crowded and competitive, but Blink has carved out an impressive niche in the coveted New York metro area. PureGym will look to maintain Blink’s strong ties in the area while transitioning those gyms under its own branding. 

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  7. Oura Valued at $5.2B as Smart Ring Wars Begin

  Oura is fortifying its position as the leader in the burgeoning smart ring space, but the Finnish brand has some serious competition. Oura just completed a $200 million Series D funding round, raising the smart ring maker’s valuation to $5.2 billion. The new funding comes as Oura looks to make healthcare features like continuous glucose monitoring (CGM) a key part of its strategy moving forward. 

  Why It Matters:

  Oura’s valuation is noteworthy in its own right, but it’s especially important as the company looks to fend off competition from Samsung, which recently entered the smart ring space with its Galaxy Ring, and Ultrahuman, an India-based smart ring maker that raised $35 million earlier this year. 

  What To Watch in 2025:

  As wearable technology becomes a bigger part of fitness, wellness and potentially healthcare, the smart ring wars will be worth monitoring. Is Oura’s tech too advanced for Samsung and Ultrahuman to catch up, or can those brands encroach on the Finnish brand’s turf? 

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  6. BowFlex Goes Bankrupt, Gets Acquired by Matrix Parent

  BowFlex filed for bankruptcy in March, but the at-home fitness equipment brand was quickly gobbled up by Johnson Health Tech Retail, the parent company of Matrix Fitness. Johnson Health Tech acquired BowFlex in a deal worth $37.5 million, and now sells BowFlex equipment alongside its other brands including Matrix, Vision Fitness, Schwinn and Horizon Fitness. 

  Why It Matters:

  For all of BowFlex’s struggles over the past few years, the name still carries some weight among fitness consumers thanks to its 2000s-era glory days. For Johnson Health Tech, having both Matrix and BowFlex in its arsenal gives the Taiwan-based company a powerful one-two punch in the commercial and at-home fitness equipment markets, respectively. 

  What To Watch in 2025:

  It will be interesting to see whether Johnson invests major resources into resuscitating BowFlex, or whether the once-proud brand becomes a bit player in the Taiwanese company’s larger portfolio. 

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  5. Peloton Deals With Instructor Exits, CEO Change

  This roundup wouldn’t be complete without mentioning Peloton, the connected fitness giant that’s fallen on some hard times but still enjoys a cult-like following among its 3 million or so paid subscribers. 

  This spring and summer, Peloton dealt with the exit of CEO Barry McCarthy, a new round of layoffs and the highly publicized departures of three popular instructors – Kristin McGee, Kendall Toole and Ross Rayburn. 

  Apple+ co-founder Peter Stern took over as Peloton’s new CEO in October, bringing his expertise in digital subscription businesses to the connected fitness company as it looks to grow its paid subscriber base and become less reliant on hardware sales.

  Why It Matters:

  Whether right or wrong, Peloton still serves as a proxy for the entire connected fitness industry, which has struggled to find its footing in a post-pandemic world where people workout inside gyms and at home. Peloton’s financial struggles will be tough to overcome, but Stern is a hopeful appointment given his background at Apple and Time Warner Cable.

  What To Watch in 2025:

  Peloton is trying hard to win over general fitness enthusiasts, recently releasing a strength training app and launching a campaign led by the NFL’s Watt brothers designed to appeal to Millennial males. The connected fitness giant doesn’t want to be just a bike company, a mission it struggled to make good on in 2024. Will 2025 be the year Peloton becomes known for digital fitness content instead of just cycling? 

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  4. Xponential Makes CEO Change, Sells Boutique Fitness Brands

  Anthony Geisler, who founded Xponential Fitness in 2017 and grew it into the world’s largest franchisor of boutique fitness and wellness brands via acquisitions, was dismissed as the brand’s CEO in May. The stunning news came after Xponential received notice of an investigation by the United States Attorney’s Office for the Central District of California. Other executive leaders have left Xponential in 2024, most notably Sarah Luna, who had served as the company’s president since 2021. 

  To replace Geisler, Xponential hired former Taco Bell chief Mark King as its new CEO. The Irvine, California-based company has also brought on new executive talent including Bob Kaufman as president of international and Duncan Cork, a former F45 Training exec. 

  Besides executive upheaval, Xponential divested from two brands in 2024, selling Stride Fitness and Row House while also “winding down” its affiliation with AKT. Xponential’s portfolio now consists of eight brands – BFT, Club Pilates, CycleBar, Lindora, Pure Barre, Rumble Boxing, StretchLab and YogaSix. 

  Why It Matters:

  Xponential enters 2025 with a radically different executive leadership team from the one it had at the beginning of 2024. It’s unclear how the new-look Xponential will differ from the old guard, but King brings high-level franchising experience from Taco Bell. 

  What To Watch in 2025:

  Will Xponential sell any more brands? The franchisor has hinted that it wants to devote more attention to its top-performing brands like Club Pilates and StretchLab while also looking to grow trendy concepts like BFT and Lindora. As a result, other brands could be on the chopping block. It’s also possible that Xponential looks to re-grow its portfolio with another acquisition in the coming year. Additionally, King has stated that Xponential plans to ramp up its international expansion efforts in 2025.

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  3. Orangetheory, Anytime Fitness Create a Superpower

  Orangetheory Fitness and Anytime Fitness parent Self Esteem Brands completed a merger of equals transaction in April, creating one of the world’s largest fitness and wellness brands with around 7,000 global franchise locations and $3.5 billion in systemwide sales.

  A new holding company, Purpose Brands, will oversee Orangetheory, Anytime Fitness and other fitness brands in the portfolio, with former Topgolf CEO Tom Leverton tapped to lead the new entity.

  Why It Matters:

  With the one-two punch of Orangetheory and Anytime, Purpose Brands instantly becomes one of the most powerful global fitness brands. While OTF and Anytime will retain their own identities, the brands will lean on each other for franchising support, data and technology integration and other strategic initiatives. In the era of AI, having access to that much data should give Purpose Brands an advantage over other fitness brands. 

  What To Watch in 2025:

  Orangetheory has already begun to adjust its strategy following the merger. The iconic group fitness group brand just launched a new ad campaign and is eyeing a broader rebranding strategy that includes a refreshed color palette, new digital designs and in-studio changes, all of which are designed to align OTF with post-pandemic wellness trends.

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  2. Planet Fitness Raises Membership Price, Hires New CEO

  It was quite the year for Planet Fitness, with the high-value, low-price (HVLP) gym giant raising its base membership price from $10 to $15/month and naming Colleen Keating as its new CEO to replace Chris Rondeau, whose exit shocked the fitness world in 2023. 

  Planet Fitness’ decision to raise its Class Card price to $15/month marked the gym brand’s first membership price increase in nearly 30 years. Investors and analysts have told ATN the move was necessary amid inflation.

  Why It Matters:

  Keating, who served as CEO of a rental home property management company and has held leadership roles at major hotel chains, takes over at a pivotal time for Planet Fitness. The company is still top dog in the HVLP gym space with around 20 million members and more than 2,600 locations, but it’s facing increased competition from upstarts like Crunch Fitness, Vasa Fitness, EōS and others. 

  What To Watch in 2025:

  Planet Fitness has given some early glimpses into its new strategy under Keating. The gym brand plans to revamp its marketing approach to position itself as a gym for serious fitness enthusiasts rather than just casual gym-goers. In line with that plan, Planet Fitness intends to add more strength training equipment inside its gyms and cut down on cardio. At least some investors believe this strategy will pay off for Planet Fitness in 2025.

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  1. Solidcore Acquired, Valued at $600-700M Amid Pilates Boom

  Solidcore continues to take the boutique fitness world by storm, and it’s just getting started. In September, the Pilates-inspired boutique fitness brand was acquired by private equity firm L Catterton in a deal that reportedly values the brand at between $600 and $700 million. 

  Why It Matters:

  The deal marks a win not only for Solidcore but the entire Pilates space. The mind-body fitness modality surged in popularity in 2024 and shows no signs of slowing down in 2025 as brands like Solidcore and others open brick-and-mortar studios at a rapid clip across the country. 

  What To Watch in 2025:

  Solidcore has ambitious expansion plans under president and CEO Bryan Myers. The boutique fitness brand already has over 100 open locations and said last year that it’s eyeing as many as 250 studios by 2028. L Catterton’s backing gives Solidcore even more ammunition for expansion; the brand is planning to open around 30 new locations in 2025 alone, ATN learned. 

The post The Fitness & Wellness Moves That Defined 2024 appeared first on Athletech News.

MADabolic, the strength training fitness franchise, is all about playing the long game. 

When most people approach a new fitness routine, they do so with aspirations of seeing immediate “gains” in the mirror. However, a workout regime with that mentality alone can inhibit meaningful outcomes. 

MADabolic strays from that norm, providing a uniquely scalable training experience that equips members with the tools to build their desired physique while also fostering durability, functionality and preparing them for a balanced lifestyle. 

“MADabolic’s training program is intentionally designed to build strength and long-term resilience,” said Kristi Wass, VP of Marketing at MADabolic. “While scalable enough to challenge former athletes and everyday fitness enthusiasts alike, we focus on building sustainable habits and training in a way that enhances everyday life. The purposeful programming keeps workouts engaging and effective over the long haul, and that consistency drives results.”

More Isn’t Better

In MADabolic’s eyes, many in the fitness industry need to redirect their attention. 

“Too often, cardio is overhyped and more is treated as better,” said Wass. “But effective training can be efficient. Each MADabolic workout is 50 minutes and includes five movements. The workout is designed to stimulate progression and results, enabling members to see continued growth over time.” 

The MADabolic protocol includes structured, strength-based programming. Rather than constantly introducing new exercises, the brand emphasizes variations on fundamental movement patterns and coaching clients to move well before building load. This, paired with the focus on time-based work intervals rather than number of reps, relays significant and sustainable fitness outcomes.

“Our view is rooted in basic fundamentals, but is in a sense countercultural,” said Wass. “Training to lift heavy things will make you stronger. You’ll find heavier kettlebells, dumbbells, and d-balls on our floor than you see in other group fitness concepts. Another distinct factor is how much our trainers focus on one-on-one coaching and quality of movement.”

Building Upward, Not Sideways

MADabolic encourages clients to strength train four days per week with the idea that results are born of ongoing adherence to a program that’s methodically structured toward a long-term goal.

“Anyone can work through an arbitrary number of reps and random, flashy movements to break a sweat,” Wass explained. “We prefer to take the road that’s built to teach skills and provide long-lasting benefits.” 

What happens on our training floor enables clients to feel continuously challenged through varied intensities and functional movements, even after years of training with us,” Wass added. “People joke about how the more you progress, the harder the workout feels, and there’s actually some truth to it; there’s continued growth happening here.”

The Shift is Happening

MADabolic’s alternative approach is beginning to catch on. The proven benefits and popularity of strength training from a general standpoint are supporting it as well. 

“Strength training and fundamental movement patterns are becoming more widely recognized for their value,” said Wass. “Strength is in our DNA; it’s not something we’re layering in over the top of our core programming, so MADabolic is positioned to continue to build momentum as a broader audience continues to take interest in an exercise program that will help them get more out of life.”

Longevity, the fitness industry’s other hot commodity, also aligns with MADabolic’s approach to quality over quantity. The brand’s commitment to structured strength training reduces injury risk and sets users up to continue enjoying their workout regimen for years to come. 

“As more people seek sustainable fitness solutions that prioritize strength and promote long-term health, MADabolic is perfectly positioned to meet that demand,” said Wass. “The same core beliefs we were born from over a decade ago ring just as true now as they did then. As many other fitness and wellness concepts are grasping to add more to their offerings, we’re pleased to double down on the thing we’re great at: helping everyday people gain strength and age athletically.” 

MADabolic currently has 35 units open and operating today. Another 8-10 are expected to open before the end of the year and another 60+ units are in development. 

“Over the next 18 months, you can expect to see many more MADabolic locations open across the country, both in new markets and expanding in our current markets,” said Wass. “The future is bright for strength and for our brand.”

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

The post How MADabolic’s Strength-Based Interval Training Prepares Members for Long-Term Fitness appeared first on Athletech News.

It was an exciting year for fitness and wellness news, from funding rounds to expansion plans to big-name bankruptcies and acquisitions. Our industry continues to evolve, and we’re here for it all at ATN – but some stories catch more eyeballs than others. 

These were the 10 most-read stories on Athletech News in 2024. Read on to catch up on any stories you may have missed or to get a refresher on the news that shaped the past year in fitness and wellness.

• 10. GLP-1s Present $6.8B Opportunity for Gym Industry, Report Finds

  GLP-1 medications are here to stay, whether you like it or not. For the fitness industry, these weight-loss wonder drugs might hold the key to getting more Americans inside gyms and studios. 

  ATN breaks down a report from investment banking firm Harrison Co., which posits that 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.

  The hypothesis, advanced by Harrison Co. and other fitness industry stakeholders, is that as more people start losing weight as a result of GLP-1s, they’ll be more inclined to want to work out.

  “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, told Athletech News. 

  Read more here.

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  9. The Gym as a Clinic: Fitness Facilities Embrace Health & Longevity

  A growing interest in longevity, combined with the perceived failures of the current American healthcare system, has created space for gyms and fitness facilities to meet the needs of disenchanted patients –  a staggering 70% of United States adults believe the healthcare system fails to meet their needs in at least one way, according to Harris Poll data.

  ATN breaks down how gyms, clubs and other fitness brands are positioning themselves as accessible options for preventive health and wellness.

  With innovations like longevity-centered gym memberships, high-tech health tools, recovery zones and smart fitness equipment, it’s clear that the fitness industry is quickly transforming into a viable and valuable supplement to traditional healthcare. 

  Read more here.

• 8. Study Challenges Traditional Strength Training Wisdom

  Strength training is more popular than ever, but not all weightlifting routines are created equal. Here, ATN breaks down a study from Florida Atlantic University that analyzed the relationship between training to failure and gains in muscle size and strength. 

  We won’t give all the findings away here, but the study’s results were interesting, possibly surprising and undoubtedly important for fitness professionals seeking to help clients in the strength training era.

  Read more about the study here.

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  7. The 10 Healthiest Cities in the US Based on Overall Wellness

  Everybody loves a good rankings article, especially when local pride is on the line. ATN breaks down Mindbody and ClassPass’ annual Wellness Index, which polled residents in the United States’ most populous cities to find out which ones lead the healthiest lifestyles based on metrics including sleeping habits, stress levels, alcohol consumption, family ties, spiritual fulfillment and more.

  Coastal cities mostly dominated the list, but one Midwest city made a surprise appearance, proving that wellness is a truly nationwide phenomenon. 

  To see which city topped the list, read more here.

• 6. Xponential Fitness Dismisses CEO Anthony Geisler

  In maybe the most shocking fitness and wellness news of the year, Xponential Fitness founder and longtime CEO Anthony Geisler left the boutique fitness and wellness franchisor in May following a notice of investigation by the United States Attorney’s Office for the Central District of California.

  Xponential appears to have rebounded well from Geisler’s departure, with its stock price up on the year and new CEO Mark King, the former chief executive of Taco Bell, bullish on the company’s growth prospects, including international expansion plans for Xpo’s brands including Club Pilates, StretchLab and Pure Barre. 

  As for Geisler, he spoke with ATN this past summer in an exclusive interview, addressing his departure from Xponential, analyzing the fitness and wellness landscape, and sharing his predictions for the future.

  Read more here. 

• 5. Planet Fitness CEO Talks Franchise Strategy, Price Increase & GLP-1s

  Earlier this year, Planet Fitness interim CEO Craig Benson presented during the ICR Conference 2024, where he shed light on the low-price gym giant’s plans for the future, including its new franchise growth model, talks of a membership price increase (which PF would go on to implement in May) and efforts to appeal to Gen Z. 

  While Colleen Keating took over as Planet Fitness’ new CEO this past summer, it’s still worth revisiting Benson’s comments, which outline some of the key tenets of the fitness franchise’s strategy for 2025. 

  Read more here.

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  4. Orangetheory Launches New Brand Strategy, Eyes Inclusive Fitness

  You might’ve already seen it pop up on your TV or social media feed, but Orangetheory Fitness has a fresh new ad campaign, “Every Reason is the Right Reason,” which showcases the different motivations people have for working out at one of OTF’s over 1,500 studios worldwide. 

  For Orangetheory, the campaign will serve as the springboard for a broader rebranding strategy that includes a refreshed color palette, new digital designs and in-studio changes.

  In this story, ATN speaks to an Orangetheory executive about the brand’s new marketing strategy, which comes as the fitness industry continues to evolve amid post-pandemic realities. 

  Read more here.

• 3. The Beachbody Company Axes MLM Model, Conducts Layoffs

  Beachbody’s famous (or infamous) multi-level marketing (MLM) model is no more. The iconic fitness company, known for workouts such as P90X and Insanity, has fallen on some hard times as of late, although it’s looking to change course under a new name, BODi. 

  ATN breaks down BODi’s decision to axe its controversial MLM model in favor of a single-level affiliate program, which came in tandem with BODi’s decision to shed approximately 33% of its staff as part of a streamlining strategy. 

  Read more here.

• 2. Orangetheory, Anytime Fitness Unveil Parent Company, Name New CEO

  Orangetheory makes a second appearance on ATN’s 2024 Most Popular list, this time for a story exploring the fitness brand’s new parent company, Purpose Brands. 

  Formed following the mega merger between Orangetheory and Anytime Fitness parent Self Esteem Brands, Purpose Brands will act as the holding company comprising Orangetheory, Anytime, The Bar Method, Basecamp/Sumhiit Fitness and Waxing the City, among other entities.

  ATN looks at Purpose Brands’ new strategy, with exclusive insights from its CEO Tom Leverton, Anytime Fitness co-founder Chuck Runyon and Orangetheory co-founder Dave Long. 

  Read more about Purpose Brands here.

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  1. Planet Fitness ‘Flexing for Good’

  We close out this list with a feel-good story courtesy of Planet Fitness. ATN breaks down the low-price gym giant’s “Flexing for Good” volunteer initiative, an annual event where Planet Fitness team members and franchisees lend their support to local communities.

  “Flexing for Good” generates approximately 800 volunteer hours both in-person and virtually for non-profits including Boys & Girls Clubs of America. In fact, since 2016, Planet Fitness has donated more than $9.5 million to Boys & Girls Clubs of America, proving that fitness can be a force for good in more ways than one. 

  Read more about Planet Fitness’ philanthropic endeavors here.

The post The 10 Most Popular Fitness & Wellness Stories of 2024 appeared first on Athletech News.

Resolutions: We all have them. As fitness enthusiasts set new goals for 2025, gym owners and operators have an opportunity to do the same — by prioritizing strategies that strengthen their teams, enhance member satisfaction and ensure their facilities stand out.

Staying relevant and competitive in 2025 starts with clear priorities. These eight resolutions will help guide your strategies and keep them front and center throughout 2025.

1. Prioritize Your Team

Your gym is only as strong as the people running it. Beyond their roles, your staff sets the tone and vibe every day. Workforce challenges like high turnover and constant rehiring can be your kryptonite, so focus on staff retention.

• Pay them well and recognize their contributions
• Invest in advanced certifications and training
• Reinforce their work with regular support, feedback and professional growth opportunities

Ask yourself every day “What can I be doing to better support and empower my team?”

2. Double Down on Recovery and Wellness

Recovery is now a cornerstone of fitness, and is featured as a top 2025 trend by the American Council on Exercise. While you likely already have a recovery space, the New Year should be about continual enhancements to make it stand out.

• Explore cutting-edge tools like cold plunges, cryotherapy and infrared saunas
• Consider immersive experiences like virtual reality meditation stations or sensory sound therapy
• Pilot new wellness programs or add recovery-focused workshops to test member interest

3. Keep an Eye on AI

AI is infiltrating fitness, and while its full impact is yet to be realized, staying aware is critical. Explore AI-powered tools that:

• Provide virtual training guidance or personalized workout plans
• Integrate your operational and marketing tasks to free up staff for deeper engagement with members
• Use member data to create smarter, more personalized gym experiences

A tech-forward gym not only meets the rising expectations of today’s members but also streamlines operations, making it easier for owners and staff to add more value.

4. Future-Proof Your Gym Spaces and Equipment

Evolving trends demand adaptable, forward-thinking spaces. This year, focus on:

• Hybrid zones: Spaces for virtual classes, functional training and group sessions
• Open layouts: Accommodate the rising popularity of functional and strength training
• Modular equipment: Invest in versatile machines and smart devices that sync with wearables for a connected fitness experience

Bryan Green, founder and CEO of Aktiv Solutions says that what matters most at the gym is the ratio per user of simultaneous access.

“More generally, how can a mix of participants engage in kettlebell swings, a lateral lunge and a barbell squats, all without colliding?,” Green stated in an Athletech News article. 

Regularly evaluate your equipment to ensure it is fresh, tech-forward and aligned with members’ evolving needs.

5. Focus on Sustainability

Being eco-friendly isn’t just good for the environment, it’s a smart business move. Reduce costs and attract environmentally conscious members by:

• Upgrading to energy-efficient lighting and HVAC systems
• Installing water bottle refill stations to encourage reusable bottles
• Incorporating recycled or sustainable flooring and equipment materials

Sustainability can be a standout differentiator for your gym. The gym of the future will not only prioritize personal well-being but will also take meaningful steps to ensure the well-being of the planet. 

6. Elevate Member Personalization Through Data

Today’s gym-goers expect tailored experiences, and data is your best tool to deliver on that. If you are not already doing so, consider using technology, apps and wearable integrations to better understand and support individual member journeys.

• Offer personalized workout suggestions based on progress and goals
• Use member behavior data to identify trends, optimize class schedules and anticipate their needs
• Provide tailored nutrition tips, recovery plans or class recommendations through apps or in-person consultations

By leveraging data, you can transform generic memberships into high-touch experiences focused on personalized pathways for success.

7. Tap Into Your Local Community

While we all know it’s critically important to build community within your four walls, some gyms overlook the broader aspect. Building local connections that provide added value for your members can significantly strengthen your brand and your outreach.

• Support other health-related businesses in your area with joint advertising and shared discounts
• Host collaborative workshops or small business activations in your space
• Partner with schools and hospitals to get everybody moving

Creating a local ecosystem around your gym helps members feel connected and adds a unique, community-driven edge.

8. Think Outside the Box

Speaking of community…creative brainstorming with your staff on how you can further connect your members to the gym and to each other is always a good idea. You can test initiatives such as:

• Turning weekends into immersive wellness events featuring yoga, meditation, and more. Micro retreats can drive additional revenue while bringing members together in a deeper way
• Host movie nights featuring fitness or wellness documentaries during off-peak times
• Build a Member Content Hub with resources like workout videos, nutrition guides and wellness blogs, accessible through your website or app

The changes you implement this year don’t need to be costly or complex – just focus on evolving with member expectations, keeping your offerings fresh and staying forward-thinking to ensure lasting success.

The post New Year’s Resolutions for Gym Owners appeared first on Athletech News.

As a gym or studio owner, you invest thousands – if not more – into state-of-the-art equipment each year. These are big-ticket items that represent a significant piece of your annual budget. Yet, all too often, this investment or even the equipment goes unnoticed by your members.

Digital Revenue Systems (DRS) is here to change that.

Specializing in fully branded, high-end digital content experiences for fitness facilities, DRS uses award-winning software and industry-leading strategies to captivate members in ways that traditional in-house communication cannot match.

With a team of seasoned fitness marketing experts and the ability to create fully personalized content, DRS empowers studios and gyms to spotlight their equipment investments effectively. Whether it’s showcasing new features, driving engagement, or highlighting benefits, the possibilities for connecting with members are endless.

“What’s great about using our system is the ability to be both strategic and creative to achieve the goals,” says Lisa Maguire, co-owner of DRS. “Whether it’s reinforcing your commitment to excellence or delivering an engaging demo to educate members on how to use a unique or specialized machine, our screens provide the perfect platform to communicate effectively.”

The Magic is in the Marketing

What makes DRS truly unique is the deep expertise of its founders, Lisa Maguire and Taylor Watkins. Both industry veterans, Maguire and Watkins honed their craft during their combined 30+ year tenure at Hockessin Athletic Club (HAC), one of the nation’s most prestigious health clubs. At HAC, they managed 32 screens as valuable advertising platforms both internally and externally, paving the way for DRS’s approach today.

DRS doesn’t just offer technology, they offer strategy. Maguire explains, “Every studio’s scenario and goals around new equipment are different. Some may want a campaign that simply announces a new piece and highlights its features, while others may want to drive members to their mobile app to learn how it works. We tailor the messaging and visuals to fit those goals.”

DRS begins every partnership with an in-depth consultation to understand the facility’s goals. They hold brainstorming sessions, review best practices, and collaborate to develop a comprehensive strategy from initial planning to content creation. Whether it’s introducing a $12,000 treadmill or educating members about a rare or specialized piece of equipment, DRS ensures the messaging resonates.

“Digital signage should be an extension of all marketing efforts,” Maguire emphasizes. “When introducing new equipment, we recommend celebrating it across all platforms …email, apps, social media and of course, digital signage. Our screens are often the most visible part of a facility’s marketing efforts because they reach members where they already are: on-site.”

One standout feature of the system is the ability to play different content at different times of the day. For example, a gym can target active adults and seniors in the morning with videos showcasing their age group using specific equipment. In the evening, the screens can shift focus to younger members, featuring training that’s relevant to their fitness goals.

DRS’s technology can even parcel out the screens to incorporate custom tickers or QR codes, directing members to additional resources, such as tutorials or app features. “Our screens can showcase videos, provide detailed instructions, and even drive people to ask a trainer for help, which is an excellent opportunity to boost personal training sales,” adds Maguire.

Beyond Showcasing Equipment

While DRS is highly effective at spotlighting new equipment, their digital displays serve a variety of broader purposes, transforming them into essential tools for any fitness facility’s success. One of their key features is the ability to act as a powerful revenue stream by offering advertising space to local businesses, creating mutually beneficial partnerships. This not only provides gyms with a steady source of additional income but also fosters valuable connections within the community.

Beyond revenue generation, DRS screens are designed to elevate the overall member experience. The displays can be used to promote gym events, such as fitness challenges or charity fundraisers, helping to build a sense of community among members. They’re also perfect for announcing group fitness schedules, offering timely updates and even showcasing inspiring member success stories to boost engagement.

“Digital signage should be a seamless extension of your marketing efforts,” Maguire stresses. “It’s not just about sharing information but creating a dynamic and engaging experience that adds value to every member’s visit.”

Feedback from gym operators and front desk staff has been overwhelmingly positive.

“We’ve heard from facilities that members often see something on the screens and then come to the front desk to ask about it,” Maguire says. “It facilitates additional engagement between members and staff, which strengthens the overall experience.”

Looking ahead, DRS envisions even greater integration of digital displays in fitness spaces.

“In terms of digital signage, it’s further solidifying its role as an essential tool for member engagement,” says Maguire. “Members may not always read an email or check social media, but when they’re in the gym, they’ll see the screens. That makes this platform invaluable for communicating essential messages and driving deeper engagement.”

The post Maximizing Equipment ROI: The Power of Digital Signage appeared first on Athletech News.

Dani Coleman is evidence of the Pvolve Method’s effectiveness – and its allure. 

A longtime professional dancer, Coleman became a NASM-certified personal trainer in an attempt to better understand the effects of movement on the body. She’s had stints as an instructor at top fitness brands including Equinox and Physique 57, giving her a well-rounded view of the industry and different workout types.  

In 2020, Coleman joined Pvolve after falling in love with the brand’s distinct approach to low-impact functional fitness and women’s health. Two years later, she became Pvolve’s director of training, and has been instrumental in the boutique fitness brand’s recent rise to prominence (Pvolve has around 50 studios open or in development amid rapid franchise expansion.)

Coleman also serves as Jennifer Aniston’s Pvolve trainer, coaching the former “Friends” star with weekly sessions that include elements of weight lifting, cardio and plyometrics, combined with Pvolve’s proprietary workout equipment.  

Coleman sat down with Athletech News to discuss what makes the Pvolve Method unique, the rise of strength training among women and her work as Aniston’s personal trainer. 

The following conversation has been lightly edited for clarity and length.

Athletech News: Can you tell us a bit about your background in fitness and what led you to join Pvolve?

Dani Coleman: I grew up on the East Coast, where I received my Bachelor of Fine Arts in Dance. I think dance naturally led me on a path into fitness, and I now have over 10 years of experience in fitness with various certifications. I’ve worked in private training with personal clients and at different boutique studios. 

Before Pvolve, I was into more aggressive workouts, so my body was craving something at a different pace. During my first Pvolve class, I remember thinking, “Wow, this is unlike anything I’d ever experienced.” I left feeling worked out and energized. Functional training was very new to me, so it took me a second to find my feet. But once I understood all of the science behind it, I was hooked. I also love that Pvolve is women-led.

ATN: The word “functional training” gets thrown around a lot these days in different fitness contexts. What does functional training mean for Pvolve?  

DC: Functional just means you move your body in all the ways you do in everyday life. We tend to think of traditional fitness using one plane of motion, front to back or side to side. At Pvolve, we’re also going to work rotationally in all the ways you genuinely move daily. We also use incredible resistance equipment, so as you’re taking yourself through these corrective movement patterns and natural movement patterns, you’re also going to build smart and sustainable strength. 

I always say Pvolve is your one-stop shop. We have everything from mobility work to weight training to cardiovascular formats, along with meditation on our on-demand platform. We really look at health and fitness with a holistic lens. 

ATN: Pvolve has gained a cult following, attracting stars like Jennifer Aniston and everyday fitness enthusiasts alike. What separates a Pvolve workout from other boutique fitness concepts? 

DC: I’ll start with where I have a lot of experience, which is the trainer team. Our trainers go through an extensive, 100-hour immersive training program, and that’s true whether you’re at our corporate or franchised (studio) locations. That leads to mastery of the Method. We then have proprietary equipment that you can’t get anywhere else. So even if another brand is functional fitness, you’re not going to get exactly what we offer. 

We also have a Clinical Advisory Board, a panel of experts who help us keep the Method synced with science. That’s something we take very seriously, and I’m proud to say we’ve done many studies that are backed by science. We also have a big focus on women’s wellness. At any stage in your life as a female, there’s a Pvolve program that meets you where you’re at. 

ATN: How does Pvolve focus on women’s wellness? 

DC: Our workouts can be scaled up and down to meet your body wherever you’re at in your journey of life, whether you’re interested in learning about your menstrual cycle or you’re later on in your life going through menopause and are interested in optimizing your hormones. We also offer things that you won’t find elsewhere like pelvic-floor strengthening classes, classes centered around moving through fertility, pre or postnatal series and knee-stability series. Then we have programs that are for anybody and everybody. 

ATN: Pvolve has participated in some studies, including one that showed the benefits of functional fitness for women over the age of 40. Why is being science-backed important for the brand?

DC: There’s a lot of fluff in fitness, so we’re proud to state that we’re science-backed. We’re always working with our Clinical Advisory Board to make sure our programming is synced with science.

Pvolve stands for “personal evolution” – we’re always looking to do better and to evolve with the times. When I first started with a company, we started with one format, “Strength & Sculpt.” We then added “Sculpt & Burn” to build up cardiovascular health, which we know is so important. We then added heavy weights, which we know are crucial and moving throughout your life. We continue to push boundaries with our Clinical Advisory Board to understand the science behind what we’re doing to better our product and build credibility with our communities.

ATN: Speaking of lifting heavy weights, strength training has become incredibly popular among women over the past few years. What’s led to more women embracing strength training? 

DC: I think women are starting to realize that weights aren’t just for men. These spaces were traditionally dominated by men, and I love that women are feeling more empowered to step into the gym and grab heavier weights because whether you’re male or female, muscle is important for quality of life as you age. I always say, “Cardio adds years to your life but weight training adds life to your years.” I hope strength training is something we continue to talk about, especially for women, who start losing muscle mass around the age of 30 at a more rapid speed than men. 

ATN: You’ve served as Jennifer Aniston’s Pvolve trainer since she became affiliated with the brand. What’s your relationship been like with her?

DC: I didn’t have the pleasure of knowing her before, but we found out during the pandemic she was a secret streamer on Pvolve, and she reached out to us for personal training sessions. I’ve had the pleasure of working with her for around two years now. We work out a couple of times a week in personal training, when her schedule allows.

During our workouts, we take a bit from all of our formats, including Strength & Sculpt, cardiovascular elements and some light plyometric work. We also lift heavy weights, with a focus on building muscle mass, boosting metabolic rate and focusing on longevity.  It’s always full body, and it’s very challenging. She loves a challenging workout and truly never shies away from anything I throw at her.

ATN: Fitness can be an industry of trends, for better or worse. What trends do you expect to see take hold of the industry over the next few years?

DC: I think something we’re going to continue to see is how to biohack ourselves with technology, whether it’s Oura Rings, Apple Watches, or anything else. More technology can help us understand how our bodies work and how to optimize workouts and recovery.

I also think we’re going to see more conversations around peptides like GLP-1s. Some studies show that people aren’t only losing weight, they’re losing muscle mass as well. There’s also been some interesting studies showing that when people start to see positive changes in their bodies, their chances of working out are higher. Hopefully, we’ll see some new content to focus on welcoming people who might be stepping into the gym – or their bodies in movement – for the first time. 

The post Trainer Talks: Dani Coleman on the Rise of Pvolve, Jennifer Aniston’s Workouts appeared first on Athletech News.

A chance workout at a Body Fit Training (BFT) studio in New Zealand during an anniversary trip with his wife impressed both entrepreneurs and sparked their interest in pursuing Xponential brands more deeply. Fast forward, and they opened their first StretchLab location in Honolulu, Hawaii six weeks ago.

Raven and his wife – leveraging her background as a physical therapist – now hold licenses for three StretchLab locations in Hawaii. Their first studio launched in October 2024, and when asked why he chose StretchLab, Raven’s response was rooted in purpose and family.

“My wife’s experience as a physical therapist attracted us to the StretchLab brand as a way to bring health and vitality to our community and build something we could be proud of and believe in,” Raven explains. “Our kupuna (grandparents/elders) want to remain active, and I knew the science-backed approach of StretchLab would appeal to them in a way that’s not intimidating.”

Raven’s Honolulu studio is – coincidentally – the brand’s 500th location, a milestone not only for him but for StretchLab as a whole.

“We are delighted to mark 500 locations and break in as the first StretchLab located in Honolulu to bring the relieving power of assisted stretching to the community,” Raven says. “StretchLab has given my family the opportunity to open a business that is purpose-driven, community-centered and genuinely changes lives for the better.”

StretchLab Expansion as Demand for Wellness Solutions Soar

StretchLab, part of Xponential Fitness’s portfolio of boutique fitness brands, is aimed at offering consumers a way to enhance mobility, reduce injury risk and improve quality of life.

StretchLab members work with Flexologists in 25- or 50-minute sessions tailored to their needs. The services appeal to a wide audience, from active seniors to athletes, and even those simply looking to improve their day-to-day lives. The studio also integrates advanced technology, such as Physmodo MAPS, to track and customize client progress.

“There are no gimmicks or complicated equipment, just a simple, fresh solution for everybody, no matter why they enter our doors,” says Raven.

Clearly, they are onto something.

With studios in 45 states and international locations in Australia, Japan, Canada, Mexico and Kuwait, StretchLab has awarded 1,000 licenses worldwide, cementing itself as a leader in the wellness industry.

When the Ravens opened their doors, it quickly became clear there was a strong need for this type of service in Honolulu.

“The biggest surprise was the demand,” Raven recalls. “We weren’t prepared for the overwhelming number of calls, emails, walk-ins and referrals in the month we opened, so we were slightly understaffed. Our schedule was completely booked weeks in advance, so we had to quickly grow the team and consider opening the second studio sooner than expected.”

The Power of Support

Another key factor that drew the Ravens to StretchLab was the extensive support the brand provides to its franchisees. From site selection and lease negotiation to staff recruitment and marketing strategy, StretchLab ensures that franchisees have the resources they need to succeed.

Raven credits this support as a major factor in his smooth launch. “We also worked with a recommended advertising agency for pre-sale initiatives and achieved incredible results with a high volume of leads that enabled us to open the first studio cash-flow positive and financially ready to pursue studios two and three quickly,” he explains.

In collaboration with the brand, Raven also took a creative approach by leasing a short-term space in a popular mall near the studio’s location to generate leads during pre-sale. “The mall foot traffic generated lots of leads for us,” he shares.

Day-to-day operations have been another area where the brand’s support has made a difference. “With help from StretchLab I hired a Studio Manager to help open my first location,” Raven says. “We communicated daily, and I trusted him to execute on the day-to-day operations while I focused my efforts on the logistics of construction and community engagement.”

Impacting Lives Through Stretch

For Raven, the most rewarding aspect of owning a StretchLab has been the transformative stories he hears from clients.

“The experience has more than met my expectations, especially with the client testimonials we receive regularly,” Raven shares. “One of our members came in weekly for a stretch in preparation for climbing Kilimanjaro – and accomplished it! Other members have been able to participate in sports again like pickleball and play on the floor with their grandchildren – things that were not possible for them before regular stretches. Hearing these stories makes all the effort feel worth the time and investment, knowing we’re healing the community with every stretch and enabling members to live their best lives.”

When asked what advice he would give to someone considering opening a StretchLab, Raven emphasizes the importance of people management.

“Understand that your role as a franchisee is almost entirely people management,” he advises. “All that really matters is maintaining a happy and motivated team that you trust to execute on the priorities of the business.”

Raven says that part comes easy.

With StretchLab, the team can rally around the idea of being a health benefit to the community that’s making a real impact. The whole team hears heartwarming stories every day inside the studio, which is incredibly gratifying and motivating.”

The post 500 Studios Strong: A Franchisee’s Inspiring StretchLab Success Story appeared first on Athletech News.

Experiences have become a cornerstone of consumers’ well-being, with studio fitness categories like boot camp, yoga and Pilates driving attendance and membership levels beyond 150% of their pre-COVID benchmarks.

This demand for in-person activities reflects a growing desire to reconnect with others. Beyond physical fitness, these activities deliver a mental health boost by fostering social interaction and connection, and for many discovering a new studio or class isn’t just about working out — it’s about forming meaningful relationships and building a lifestyle.

In response, ClassPass has strategically capitalized on this growing demand, expanding into new verticals to meet the evolving needs of its members. The launch of Five Iron Golf, along with new categories such as pickleball, hot yoga and outdoor activities showcases the brand’s commitment to innovation. These offerings invite members to explore trending activities and discover fresh ways to stay active. 

Beyond fitness, ClassPass’s wellness vertical has experienced remarkable growth since the introduction of spas and salons on the platform in 2018. Today, members enjoy global access to over 20,000 wellness businesses, with more than 30% incorporating services like massages, facials and acupuncture into their routines.

“These trends underline a broader shift in how people approach wellness — it’s no longer just about physical health but about balance and self-care across all aspects of life,” says Zach Apter, Chief Marketing Officer at Mindbody, which now owns ClassPass. “We’ve positioned the ClassPass membership to be an investment in overall well-being, providing a wide variety of experiences that meet people wherever they are on their wellness journey.”

Community at the Core

ClassPass has also strategically tailored its offerings to foster social engagement alongside wellness.

“Community plays a key role in this evolution,” Apter explains. “Many of our members seek experiences that foster connection, whether it’s bonding with others in group fitness classes or exploring a shared interest like hiking. By broadening our offerings, we’re helping members integrate social and self-care experiences into their routines, providing opportunities to connect with others while prioritizing their health and well-being. Wellness isn’t just personal — it’s also about building relationships and finding belonging in a shared journey toward a healthier lifestyle.”

ClassPass’s expanded offerings have reshaped how members engage with the platform.

“Members are no longer just booking a single class or service — they’re curating an entire lifestyle on the platform,” adds Apter.

Strategic Growth Driven by Data & Feedback

When asked how ClassPass identifies new verticals, Apter outlines the company’s deliberate, data-driven approach.

“We’re a two-sided marketplace so anything we offer needs to work for both our members and our partners. We use member feedback, market research, and data insights to identify which services make sense for our audience, and then we make sure the suppliers of those services will benefit from liquidating their excess capacity via the ClassPass audience, without impacting their direct businesses.”

While ClassPass has grown into a multifaceted platform, its roots in fitness & wellness studios remain vital.

“ClassPass’s expansion into diverse verticals has strengthened its relationship with fitness and wellness partners by driving additional member engagement and retention,” Apter notes. “The more diverse experiences we provide, the more opportunities people have to explore and enjoy a variety of activities, which creates a retentive effect. This rising tide lifts all boats: members who stay longer on the platform continue to spend with the providers they’ve discovered over time.”

For fitness and wellness studios, this means consistent exposure to new customers and sustained loyalty from returning members.

Food and Beverage: The Latest Vertical

ClassPass recently began testing food and beverage offerings in select U.S. markets and neighborhoods. This expansion has already achieved immediate traction, with more than 20% of members purchasing these options and over 80% making repeat purchases.

“This expansion goes beyond just fitness and wellness — it’s about creating a richer, more integrated lifestyle for our members,” said Apter.

As ClassPass evolves into a comprehensive wellness platform, its vision remains steadfast: to provide members with a wide variety of experiences that support their well-being while helping local businesses thrive.

“What we’ve proven at ClassPass is that our members have an insatiable demand for discovering new local experiences and that local businesses consistently seek cost-effective ways to reach new audiences and move their excess capacity,” Apter concludes. “While fitness remains a cornerstone of what we offer, the success of categories like wellness, beauty, and now food and beverage, demonstrates limitless potential for growth as we broaden our offerings.”

The post More Than Fitness: How ClassPass is Building a Holistic Lifestyle Platform appeared first on Athletech News.

Celebrating milestones like birthdays, training achievements, and gym anniversaries isn’t just about recognition—it’s a strategic way to foster emotional connections that build loyalty and retention. Research shows that emotionally engaged customers are more likely to stay loyal and even advocate for your business.

According to a Harvard Business Review analysis, emotionally engaged customers are three times more likely to recommend a business and return for repeat visits. Emotional motivators such as standing out from the crowd, enjoying a sense of well-being, and feeling a sense of thrill are critical for enhancing customer engagement.

By adding thoughtful, personalized touches, your gym can create memorable experiences that deepen connections and turn occasional visitors into long-term members. Here are 10 actionable ideas to help you celebrate member milestones and boost retention.

1. Social Media Shoutouts

 Celebrate members on your social media channels with a post or video featuring their accomplishments. Share their journey milestones like first pull-up, weight loss goals or marathon completions. Create engaging posts that highlight both the achievement and the member’s dedication to reaching their goals. Include action shots of members during workouts or comparison photos showing their progress (with permission, of course).

Why it works: Acknowledgment on public platforms helps members feel appreciated and motivates them to share your post, boosting your gym’s visibility. When other members see these celebrations, it inspires them to work toward their own goals.

Tip: Use hashtags like #FitnessJourney or #MilestoneAchieved for added reach and create a unique gym hashtag for your community to follow.

2. Create a “Milestone Wall” or Digital Board

Dedicate a space in your gym of studio to celebrate milestones like weightlifting records or attendance anniversaries. Display current records, recent achievements and upcoming milestone celebrations. Rotate content of digital displays to show different types of achievements throughout the day, keeping the content fresh and engaging.

Example: Orangetheory Fitness uses screens to highlight member milestones during heart rate challenges, adding a high-tech, high-touch element to the experience.

3. Offer a Thoughtful Gift or Goodie Bag

Provide members with branded items such as gym towels, reusable water bottles or protein bars as tokens of appreciation. Consider the practical value of each item – choose gifts that members will actually use during their workouts. Personalize items when possible with the member’s name or achievement date.

For premium members, customize gifts like engraved keychains or monogrammed merchandise that reflect their commitment level.

Why it works: Small, meaningful gestures resonate deeply and enhance members’ sense of belonging. These items serve as daily reminders of their achievements and connection to your gym community.

4. Provide Exclusive Discounts or Services

Reward milestones with a free personal training session, smoothie, or a wellness service like massage or cryotherapy. Consider offering different perks based on the milestone achieved – perhaps a nutrition consultation for weight loss goals or a recovery session for performance achievements. Use these rewards to introduce members to premium services they might not have tried otherwise.

Why it works: Research indicates that offering exclusive perks can significantly enhance customer loyalty by fostering emotional engagement. For instance, Sephora’s Beauty Insider program emphasizes emotional drivers, with studies showing that nearly 75% of what drives customer engagement and loyalty are emotional perks.

Additionally, providing exclusive perks and surpassing customer expectations can build deep emotional connections, leading to increased customer loyalty.

5. Feature Member Spotlights

Dedicate a section of your website or newsletter to showcase members’ fitness journeys. Include details about their starting point, challenges overcome and strategies for success. Share their favorite workouts, tips for staying motivated and future goals. These spotlights can inspire other members while making the featured member feel valued.

Why it works: Sharing member stories reinforces emotional motivators like standing out from the crowd and fosters a sense of pride and connection. Rotate spotlights monthly to keep your content fresh and engaging, featuring different types of achievements and diverse member experiences.

6. Host a Customized Class or Playlist Dedication

Celebrate members by dedicating a group class to their achievements. Let them choose their favorite exercises and music to create a unique workout experience tailored to their preferences. Consider incorporating their achievement theme into the workout structure—for example, a “100-Rep Challenge” if they’ve hit a significant milestone like completing 100 workouts.

Enhance the experience with decorations, such as balloons or a congratulatory sign at the front of the class, and make announcements before, during and after class to acknowledge their accomplishment. You could even provide small party favors or refreshments, like a post-class smoothie, to make the celebration more memorable. This approach not only rewards their hard work but also inspires other members to strive for their own milestones.

7. Celebrate Within Your Member App

 If your gym has a mobile app, use it to gamify milestone celebrations. Send personalized notifications when members reach achievements. Award digital badges that members can display on their profiles. Create a point system that rewards consistent attendance and goal achievement. Use the app to track progress and share successes with the gym community.

Why it works: Gamification combines emotional motivators like thrill and freedom, making fitness journeys feel rewarding and fun while encouraging continued engagement.

8. Surprise with Decorations

Delight your members by surprising them with personalized decorations to celebrate their milestones. For instance, decorate their favorite workout station, locker or a high-traffic area of the gym with balloons, banners  or a congratulatory sign highlighting their achievement—such as “5 Years Strong” or “100 Classes Completed.”

To add a unique twist, create a designated celebration spot in the gym with themed props, like a milestone photo backdrop or a board where other members can write messages of encouragement. If a member hits a particularly big milestone, make a surprise announcement over the gym’s speakers to share the moment with the entire gym community.

For a more personal touch, leave a handwritten note from the staff at their workout station or locker, paired with a small token like a protein bar or branded gym accessory. This not only celebrates their hard work but also creates an opportunity for other members to get inspired by their success. By focusing on creating a visually striking and community-driven experience, these surprise celebrations can leave a lasting impression and foster stronger connections with your gym.

9. Recognition by Staff

Train your staff to prioritize personal connections with members by recognizing their milestones in meaningful and authentic ways. Equip trainers, front desk staff and managers with information about upcoming celebrations so they can acknowledge achievements at every touchpoint during a member’s visit.

Focus on verbal recognition that feels tailored to the individual. For example, trainers can compliment specific improvements, such as how a member built strength, stayed consistent, or worked through challenges. Staff can also celebrate their progress in one-on-one conversations, sharing encouragement or tips for achieving their next goal.

These personal interactions create a sense of belonging and help members feel seen and appreciated by your gym community. Recognition by staff is not just about celebrating the moment—it’s about reinforcing a member’s commitment to their journey while building a deeper emotional connection with your gym.

Tip: Train staff to use positive reinforcement regularly, not just during milestones, to keep members motivated and engaged throughout their fitness journey.

10. Capture the Moment with a Photo Opportunity

Set up a mini photo booth with props like “5 Years Strong!” or “Crushed 100 Classes!” Make the photo session fun and engaging, encouraging other members to join in the celebration. Provide both digital and printed copies of photos for members to share with friends and family.

Why it works: Sharing photos amplifies their sense of pride and motivates others to pursue their own milestones while creating lasting memories of their achievement.

 Acknowledging milestones isn’t just a feel-good strategy—it’s backed by data. Emotionally connected members are 52% more valuable than satisfied ones. These members spend more, are less price-sensitive, and are more likely to recommend your gym.

By understanding emotional motivators and adding personalized touches to milestone celebrations, your gym can create unforgettable moments, inspire loyalty and set itself apart from competitors.

Next Steps: Pick one or two of these ideas to implement this month and see how your members respond. Building loyalty starts with small, meaningful actions.

The post 10 Ways to Turn Gym Milestones Into Member Magic appeared first on Athletech News.

Fitness franchising brings to mind images of independent owner-operators and small-business success. In the post-COVID world, though, the space might be better summed in a few words: “go big or go home.”

During ATN’s DISRUPT video series, three leading investors in the fitness and wellness space – Jon Canarick of North Castle Partners, Marc Magliacano of L Catterton, and Robbie Shapiro of York Capital Management – gave their thoughts on the dynamics shaping the fitness franchising industry, including the rise of consolidation.

ATN breaks down key moments from their conversation, including why the trend of franchise consolidation might be here to stay, current market dynamics, and which fitness modalities are poised for growth in the years ahead. 

Large Franchise Groups Take Control

The fitness franchising space has been marked by consolidation since the COVID-19 pandemic, with large, cash-rich franchisee groups buying up smaller operators to create massive portfolios of gyms and studios. Crunch Fitness, Anytime Fitness and Planet Fitness have all seen private equity-backed franchise groups enter their systems in recent years, acquiring dozens of gyms in one pop. 

Investors expect to see this trend continue in the years ahead, especially since large franchise groups tend to see quick success in terms of expansion. 

“Consolidation is among us,” said L Catterton’s Magliacano, noting that generally, “large, sophisticated, franchisee groups perform very well.” 

“The data is just telling franchisors to help facilitate ongoing consolidation of their franchise groups,” he added.

The rise of so-called “HVLP 2.0” gyms could accelerate the consolidation trend in the years ahead. 

HVLP 2.0 gyms represent the next evolution of high-value, low-price gyms, offering premium amenity sets like group fitness classes, recovery services and top-shelf strength training equipment at monthly price points that are at or near traditional “HVLP 1.0” gym concepts like Planet Fitness. 

Crunch Fitness, Chuze Fitness, EōS Fitness and Vasa Fitness generally fall into the HVLP 2.0 category, although the definition is somewhat loose. Generally, HVLP 2.0  gyms are more expensive to build and maintain than HVLP 1.0 concepts, which can make it cost-prohibitive for individual franchisees to get in on the action. 

To control costs and logistics, many HVLP 2.0 brands opt to stay corporate-owned rather than sell franchises. North Castle Partners’ Canarick noted an interesting phenomenon  – virtually every major HVLP 2.0 brand is corporate-owned, with the exception of Crunch Fitness.

For Crunch, consolidating its gyms into the hands of a few large franchise groups offers a way to compete with the likes of Chuze, EōS and Vasa on the operational side while still tapping into the economic and expansionary benefits of a franchise model. 

“Where Crunch is evolving is to sort of lean into the fact that you do really need sophisticated management teams (and) more concentration of ownership. … So they sort of mimic, almost, the corporate-owned model,” Canarick said. 

A Tougher Market in General 

High-performing fitness brands are still able to obtain growth capital when the conditions are right, but overall, investors say the market is less receptive to franchising than it was before the pandemic. 

“The post-COVID world is very different for a whole host of reasons,” said York Capital Management’s Shapiro. “(The) pattern of daily life has changed, but also inflation and higher interest rates. So it’s a much more difficult operating environment today than it was five years ago.”

Besides macroeconomic factors, Magliacano noted that entrepreneurs are generally less interested in becoming fitness and wellness franchisees than they were before the pandemic, with COVID’s deleterious effects on the fitness industry still fresh in people’s minds.

“Today, trying to find franchisees that are ready, willing and able to lean in with their wallets is a very different proposition than it was pre-COVID,” he said. 

Canarick also pointed to the rise of at-home fitness during the pandemic as a factor that makes it more difficult for brick-and-mortar franchise brands to compete for investment dollars. While connected fitness brands like Peloton might be struggling financially, there’s no denying that at-home fitness is a bigger part of consumers’ exercise routines than it was pre-pandemic. 

“For all of the negatives around Peloton and all their struggles, they still have an enormous market share of daily workouts, much higher than it was before COVID,” Canarick said. 

Pilates, Strength Training Soar

It’s not all doom and gloom, though. The fitness and wellness industry is still generally growing, even if current macroeconomic conditions and lingering memories from the pandemic have created challenges for operators and investors. 

Asked which fitness modalities and concepts are poised for growth in the years ahead, investors pointed to some familiar trends. 

“I think, without question, the highest growth segment in boutique fitness is Pilates in its various forms, mostly machine-based Pilates,” Canarick said, adding that high-intensity interval training (HIIT) also “continues to be very successful.” 

Indoor cycling, on the other hand, is “a massive laggard” post-pandemic, he noted. 

Magliacano pointed to the rise of strength training in gyms, clubs and studios around the world. 

“When people say, ‘Follow the science,’ the science is saying strength is where you need to be,” he said. You want longevity, you want mobility in your older years? It is all about strength.”

On the flip side, “cardio-based concepts are going to struggle,” he said. 

Magliacano also expects to see tech and AI become a bigger part of the gym experience moving forward. This could be bad news for human personal trainers, he believes. 

“I think in the next 5, 10, years in the U.S., you’re going to see transformative changes within gyms, where technology and AI – and personalization of training programs – is going to take place,” he said. “Unfortunately, I believe that personal training from a human perspective will be under review, frankly, just to say it nicely.”

Shapiro pointed to the rise of wellness and recovery franchises, which offer services ranging from stretching and IV therapy to beauty services like Botox. 

“Anything that makes people feel better, feel younger, recover faster,” he said. ”There are huge demographic tailwinds with the aging population in the United States, so we’re very bullish on recovery services.”

The post Consolidation Is Here To Stay in Fitness Franchising, Experts Say appeared first on Athletech News.

A new year ushers in a familiar sight – fitness facilities buzzing with new and returning members eager to kickstart their resolutions. January, often dubbed “fitness season,” presents a golden opportunity for owners and operators to not only handle the influx of traffic but also stand out from the competition and foster lasting member loyalty.

By asking the right questions and preparing strategically, gym operators can optimize their spaces, create an efficient and enhanced experience, and ensure new members stick around well beyond the seasonal rush.

But where to begin? Decisions involving layout and space maximization often come with tough challenges. Rushed, poorly considered choices can lead to long-term inefficiencies and missed opportunities.

REP Fitness, known for its multi-functional equipment and innovative storage solutions, offers gym operators tools and equipment that tackle these challenges head-on.

Turning Chaos into Opportunity: Avoiding Common Pitfalls to Maximize Outcomes

To better understand these hurdles gym operators face and the strategies to overcome them, Athletech News spoke with Business Development Representative Annie Brunner, who shares her insights on common pitfalls and practical solutions.

1: Misjudging Equipment’s Impact on Square Footage and Operational Capacity

Brunner says one common oversight is underestimating how much space certain equipment requires, which can disrupt the flow and functionality of a facility.

“Single-use items like battle ropes or sleds can consume over 200 square feet, limiting functional space for group workouts,” she explains.

A great solution is to look for multi-functional systems, such as REP’s Hyperion Series – designed to maximize efficiency. These systems allow athletes to complete an entire routine within a single footprint, freeing up valuable square footage.

2: Investing in Single-Use Equipment

Traditional, stand-alone equipment like cable machines and full dumbbell sets often monopolize space without proportional returns in functionality.

Focusing on innovative equipment that takes this into account is a smart choice.

“The PR-5000 with the Athena Cable Attachment integrates cable functionality into a squat rack, doubling usable floor space while maintaining versatility,” Brunner says. Adjustable dumbbells, like the REP x PÉPIN Fast Series, further optimize layouts by replacing bulky dumbbell sets, freeing up as much as 50 square feet. Operators can then either increase client capacity or reduce studio size, lowering overhead costs.”

3: Over-Indexing on Cardio vs. Strength

With a rising emphasis on the long-term benefits of strength training, facilities that lean heavily on cardio equipment may end up with members seeking alternative solutions.

“Facilities that are overly reliant on cardio equipment risk alienating this growing demographic,” notes Brunner. “REP’s strength-focused setups, including racks and adjustable systems, cater to shifting member preferences, providing versatile options for evolving fitness goals.”

4: Overcrowding the Gym Floor

Overloaded gym floors filled with single-purpose machines can create inefficiencies, long wait times, and a cramped experience for members.

“With versatile stations like those in the Hyperion Series, members can perform varied workouts simultaneously,” says Brunner. “This not only speeds up workout times but also creates a more pleasant experience for everyone.”

5: Inefficient Storage and Clutter

Cluttered gym floors not only disrupt the member experience but also pose safety risks. Improperly stored equipment can cause accidents and make spaces feel disorganized.

REP’s Modular Storage System (MSS) helps operators reclaim floor space by securely storing equipment like dumbbells, kettlebells and medicine balls on wall-mounted units.

“A modular storage system enables operators to store more equipment while freeing up valuable floor space,” Brunner explains. “This approach supports increased client capacity, making every square foot count.”

A Real-World Example: F45’s Smart Space Solutions

F45 studios have long been known for their smart use of space, which is essential in their compact, functional fitness environments. REP Fitness worked with F45 to replace bulky machines with versatile equipment and incorporate modular storage solutions

The result? A space that accommodates more members, delivers better workouts and feels open and welcoming.

“By changing out their pull-up station with REP’s Athena Rack Systems, F45 expanded their exercise offerings by over 600 options without increasing the equipment footprint,” explains Brunner. “This exercise variety also improves member engagement, retention and satisfaction, proving that smart equipment choices directly impact business metrics.”

Checklist for Success

Brunner recommends conducting a simple space audit to prepare for the New Year. Here’s a quick checklist:

1. Evaluate Traffic Expectations: Identify how many members the space needs to accommodate per hour.
2. Optimize Square Footage: Replace single-purpose machines with versatile, space-saving options.
3. Balance Strength and Cardio: Adjust layouts to accommodate the growing demand for strength training.
4. Declutter: Use wall-mounted storage to keep equipment off the floor and maximize usable space.

As fitness operators prepare for the busiest season, REP Fitness provides solutions.

By investing in versatile equipment and storage systems, facilities can create spaces that not only accommodate increased traffic but also set the stage for success far into the future.

The post New Year, New Spaces: Maximizing Gym Efficiency with REP Fitness appeared first on Athletech News.

Barcelona-based boutique fitness software platform bsport has raised €30 million ($31.5 million) in a Series B funding round, setting the stage for international expansion, including a bigger push into the United States market.

Bsport announced the funding round this week, which was led by American venture capital firm Base10 Partners and U.K. firm Octopus Ventures, alongside Stanford University and joining existing investors, notably Seventures Partners and Seed4Soft.

With the new funding, bsport intends to drive expansion across the North American, European and Asia-Pacific (APAC) markets, accelerate its investment in generative AI and triple its workforce by 2026. 

“With the support of our new and existing investors, bsport is on a mission to unlock the full potential of wellness studios by providing an unparalleled, all-in-one solution that combines advanced technology and innovation with a deep understanding of our clients’ needs,” bsport co-founder and CEO Zakaria Mansour said. 

Founded in 2018 and launched in 2020, bsport serves around 2,000 gyms and fitness studios across Europe and North America, predominately small and medium-sized businesses. Its clients include U.K.-based brands Paper Dress Yoga, United Fitness Brands and Boom Cycle, according to its website. In 2022, the company raised €4 million in a Series A round led by Seventure Partners.

By next month, bsport expects to reach over €10 million in annual recurring revenue, Mansour has told Axios. 

Bsport says its software offerings are designed to “reduce operational costs and maximize revenue to enable scalable growth” for fitness studio owners. Its services include class bookings, payments, staff management, sales and marketing, and member experience tools. 

The company has its headquarters in Barcelona and additional offices in Paris, London, Berlin and the United States, employing a multilingual staff of around 160. As it pursues expansion, bsport will place a special focus on the North American, Asian-Pacific and DACH region (Germany, Austria, Switzerland) markets, the company says.

“Bsport is well-positioned to take on the needs of small and medium-sized businesses in the wellness space – an industry that has largely gone underserved by technology,” TJ Nahigian, a managing partner at Base10 Partners, said. “Zakaria and team’s all-in-one platform helps these businesses take control of their own growth, and we are thrilled to be supporting this special team.”

Bsport isn’t the only fitness software firm to reel in funding for international expansion. Hapana, an Australia-based brand, landed $17 million earlier this month to fuel expansion in the APAC region and the U.S., and launch a next-generation platform.

Sport Alliance, a software platform based in Hamburg, Germany, that serves the sports and fitness industries, got a $100 million growth investment from PSG Equity late last year to drive global growth.

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As personal trainers and fitness instructors prepare for the new year, taking stock of their insurance coverage is a critical step toward safeguarding their businesses. Whether leading online classes, training clients in homes, or working in varied locations, evolving risks require a solid plan for risk management.

“For fitness professionals, there are two coverages that are key to protecting your business: general liability and professional liability,” says JoAnne Hammer, CIC, program manager at Insurance Canopy. “While these two coverages may be purchased separately, the best protection comes when these coverages are combined in the same policy. This helps improve claim processing time and will reduce your cost for insurance.”

Hammer encourages fitness professionals to close out 2024 with an insurance audit, and prepare as best as possible for the New Year. 

The Risks Fitness Professionals Face

Fitness professionals encounter unique challenges that can lead to costly claims. As new exercise formats and equipment are introduced, the potential for injuries increases. According to Insurance Canopy’s internal data, the top claims filed by personal trainers include:

• Slips, trips and falls (50%): A $62,059 claim covered after a client tripped over a BOSU ball during group training and required shoulder surgery.
• Damage to personal gear and equipment (25%): A $2,000 claim covered after a student accidentally knocked over a cabinet, damaging streaming and lighting equipment.
• Professional errors (15%): A $61,045 negligence claim covered after a trainer failed to accommodate a client’s medical history, resulting in injury and hospitalization.

Beyond these risks, Hammer highlights an often-overlooked area of coverage for fitness professionals who work in varied environments.

“One coverage that fitness trainers may not consider is Inland Marine, or coverage for your tools and equipment,” she explains.

“Many insurance companies offer a coverage called Business Personal Property, which only covers your tools and equipment that are located at your place of business. If you train at a variety of locations and bring your equipment with you, this coverage will not cover losses to your equipment when it is away from your main location. Inland Marine coverage goes where you do to more fully protect your investment in your training equipment.”

Staying Ahead of Industry Growth

The fitness industry has undergone significant changes in recent years, with trainers adapting to new formats and environments that require more professional education. According to Insurance Canopy’s data:

• The number of online instructors has grown 20% since 2021, reflecting a steady rise in virtual training.
• Trainers increasingly teach in diverse settings, such as community centers, public spaces, and senior living facilities, which add layers of risk.
• Fitness injuries occur at a rate of approximately 1.8 injuries per 1,000 training hours, underscoring the importance of liability waivers and adequate coverage.

“We monitor insurance trends, competitors and industry trends to make certain that we are providing a top-of-the-line insurance product at the best price possible,” Hammer says. “By monitoring trends in the fitness industry, we can make certain that new training techniques are covered in your insurance policy coverage, keeping your policy as up to date as your workouts.”

As fitness professionals adapt to industry changes—whether expanding into virtual training or operating in diverse locations—insurance needs are evolving too. Conducting a thorough review of your policies is a practical step to mitigate risks and ensure your business remains resilient in the face of unforeseen challenges.

The post New Year, New Risks: Are You Covered? appeared first on Athletech News.

According to a McKinsey report, 82% of U.S. consumers now view wellness as a top priority and are eager to take control of how they achieve it. And wellness today goes beyond traditional fitness — people are increasingly focused on science-backed strategies to enhance longevity and extend their health span. This shift highlights a growing demand for preventive medicine, advanced health technology, and innovative solutions that support healthy aging.

Among the many metrics tied to longevity, one stands out: VO2 max. Often referred to as the “gold standard” for cardiorespiratory fitness, VO2 max is more than a performance indicator – it’s a key biomarker for living longer and healthier. In fact, a low VO2 max has roughly the same cardiovascular risk as smoking, therefore, VO2 max is often referred to as the single most important measurement for healthy longevity.

The Science Behind VO2 Max & Longevity

VO2 max is a crucial metric that measures the maximum amount of oxygen your body can utilize during intense exercise, expressed in milliliters per kilogram of body weight per minute (mL/kg/min). Essentially, it represents how efficiently your heart, lungs and muscles work together during physical activity. A higher VO2 max indicates better cardiovascular fitness, meaning your heart and lungs are more efficient at delivering oxygen to your muscles. This efficiency reduces the risk of chronic diseases like heart disease, diabetes, and certain cancers, ultimately contributing to a longer, healthier lifespan.

Studies have highlighted VO2 max as a strong predictor of mortality risk, with each 1 mL/kg/min increase reducing the risk of all-cause mortality by approximately 9%. Beyond extending life expectancy, a higher VO2 max signifies the ability to perform daily activities with ease, reduced physical strain, and improved overall health.

Unfortunately, VO2 max naturally declines with age, making it increasingly important to incorporate activities that preserve and enhance it. Both high-intensity interval training (HIIT) and steady-state cardio exercises, like cycling or rowing, are proven methods to improve VO2 max. These workouts challenge your cardiovascular and muscular systems, forcing your body to adapt and become more efficient at utilizing oxygen.

But what if there was a way to accelerate these benefits in less time?

Enter the Power Plate REV: a revolutionary fitness solution designed to amplify VO2 max improvements while optimizing time and effort.

The REV is much more than a stationary bike – it’s a game-changing innovation in cardio fitness that layers whole body vibration into the cycling experience. This unique design enhances the body’s physiological response, allowing users to achieve greater VO2 max improvements in shorter workout sessions.

“The magic is delivered through the pedals,” explains bio-hacking expert Tony Molina, a highly experienced former professional cyclist and research specialist on the REV development team. Emphasizing how the REV uses patented technology to create vibration which amplifies workout intensity. “When you flip the lever, the pedals vibrate, creating a unique reflexive response that you can’t replicate on a treadmill or any other bike.”

This patented VibeShift Technology® delivers consistent, precise vibrations, intensifying muscle activation, calorie burn, and cardiovascular demand. The result? Faster gains in fitness, strength, and VO2 max.

In fact, studies have revealed that results can come in as little as eight minutes, three times per week. (Research)

The Ultimate Exercise Biohack

Adding vibration to a traditional stationary bike transforms it into an entirely new modality, dramatically enhancing its efficiency and impact. This innovative approach not only amplifies the physical effort required but also unlocks untapped potential within the body, taking cardiovascular and neuromuscular training to the next level.

As a longevity expert and Founder of AreteLifelab, Tony Molina further breaks it down, saying, “When you activate the REV’s vibration, it triggers a subconscious response in the body while amplifying your conscious physical effort. It’s brilliant —  it’s akin to surfing, where you’re leveraging the inertia from the wave behind you while you’re riding. Your brain and body work in harmony to improve oxygen uptake, lung capacity and overall endurance.”

The REV’s vibration increases the physiological demand on your cardiovascular and neuromuscular systems. This means users spend more time near their maximum oxygen uptake during interval training, which is critical for VO2 max improvement.

 “The REV unlocks biological resources you wouldn’t access otherwise,” he says.

The REV Advantage: Amplified Results in Less Time

Research highlights the REV’s unmatched ability to enhance overall fitness. Compared to traditional fitness bikes, the REV delivers:

• 43% increased calf activation
• 167% increased quadriceps activation
• 144% increased hamstring activation
• 138% increased glute activation

These gains translate to a more effective workout in a fraction of the time. As Molina puts it, “The REV combines the principles of energy, frequency, and vibration to deliver results at a cellular level. It’s not just exercise —  it’s mastery of energy and health.”

Our REV isn’t just about performance; it’s designed for accessibility and ease of use. It can be used with or without vibration, and the vibration is user-defined. As the rider works harder the vibration increases.  

The exclusive patented pedals feature intuitive adjustments, accommodating any footwear and eliminating the need for cycling-specific shoes. This streamlined experience allows for seamless transitions in the gym and effective short-interval training sessions.

“In short, Power Plate’s REV makes it easy to integrate high-impact fitness into your routine,” says Molina. “You don’t need to spend hours to see results. With just a few focused HIIT or REHIT sessions per week, you can significantly improve your cardiorespiratory fitness.”

As facilities continue to prioritize wellness and longevity, the REV stands out as a true difference-maker for delivering results to members with these goals. Not only does its innovation offer unparalleled results, but it also aligns with the growing demand for wellness products that prioritize health span and longevity.

“There’s nothing else like the REV,” says Molina. “It’s the only equipment that combines vibration with cardio to optimize VO2 max and deliver long-term health benefits. If you want to unlock the body’s full potential, the REV is the way to go.” 

For more information on Power Plate and how to incorporate it into your business go to commercial.powerplate.com.

The post How Power Plate REV® Enhances VO2 Max to Support Life Span & Health Span appeared first on Athletech News.

F45 Training has partnered with Magic Johnson Enterprises (MJE), founded by former professional basketball player and entrepreneur Earvin “Magic” Johnson, to promote health and fitness among children and teens. The collaboration aims to encourage lifelong habits of physical activity and well-being by distributing more than 4,000 F45 Fit Kits to youth in underserved communities across the United States.

Tom Dowd, CEO of F45 Training, emphasized the importance of introducing healthy lifestyles at an early age. “At F45 Training, our goal is for members to feel better and more confident about their fitness journey. However, we also believe in instilling healthy habits early on, especially for those who may not have access to gyms or at-home options,” said Dowd. “This partnership with Magic Johnson Enterprises marks a significant milestone as we donate over 4,000 Fit Kits, and we look forward to impacting even more lives.”

The F45 Fit Kits include fitness equipment such as jump ropes, agility ladders, and cones, designed for engaging, age-appropriate workouts that promote flexibility, strength, and coordination. The kits will be distributed to various organizations, including the LA Dodgers Foundation, The Washington Spirit, The Washington Commanders, The Boys & Girls Club of Burbank, Greater Washington and Whittier, and the Crenshaw YMCA.

Magic Johnson, Chairman and CEO of Magic Johnson Enterprises, highlighted the shared mission of both organizations. “Partnering with F45 Training is the perfect way to provide kids in underserved communities with the tools and programs needed to reach their fitness goals,” Johnson said. “Through this initiative, we aim to inspire young people to develop good habits that will carry them into adulthood.”

The partnership focuses on several key goals:

• Promoting Healthier Habits: Providing tools to help children embrace physical activity and mental well-being as lifelong priorities.
• Strengthening Communities: Collaborating with local organizations to ensure equitable access to fitness resources.
• Inspiring the Next Generation: Encouraging youth to set personal health and fitness goals.

The post F45 Partners with Magic Johnson to Promote Fitness Among Youth appeared first on Athletech News.

Orangetheory Fitness is changing with the times. The iconic group fitness brand is rolling out a new campaign, “Every Reason is the Right Reason,” which will serve as the springboard for a broader rebranding strategy that includes a refreshed color palette, new digital designs and in-studio changes. 

“Every Reason is the Right Reason” is highlighted by an upbeat, 60-second ad spot that celebrates the different reasons people have for wanting to work out at Orangetheory – from shedding a few pounds before a wedding to regaining strength after pregnancy. 

“This campaign is about celebrating the diversity of our communities and the personal journeys of every member,” David Chriswick, senior vice president of brand and communications for Orangetheory, said in a statement. “Fitness is deeply personal, and we’re here to meet people where they are – whether they’re looking for a life-changing transformation or just want to fit into those old jeans again.”

“This campaign reflects our inclusive ethos and will energize more people to want to experience Orangetheory,” Chriswick added.

Orangetheory’s New Look & Feel

The campaign kicks off what OTF is calling a “renewed brand strategy” that will include not just TV and digital ads but a refreshed design inside studios, in retail spaces and across digital channels.  

Orangetheory will keep its classic splat logo design, but the brand will update its color palette, typography and iconography, and will incorporate what it says is a warmer, more energized photographic style. 

OTF plans to roll the updates out gradually across the entire brand experience, starting with marketing and digital experiences, including on its website. In time, the brand will make additional design changes as part of a phased approach, including updates to in-studio environments. 

Speaking to Athletech News, Chriswick said the new brand strategy comes in response to shifting consumer preferences for group fitness following the pandemic. 

“Staying fresh and relevant in fitness is critical,” Chriswick told ATN. “In-person group fitness has rebounded well since COVID, but the landscape has evolved: the category isn’t the same, there are new alternatives and consumer expectations have shifted.”

The Evolution of a Fitness Giant

Co-founded by CEO Dave Long in 2010, Orangetheory has become one of the biggest brands in fitness thanks to its heart-rate-based group workouts. While heart-rate training remains part of OTF’s signature Orange 60 class, the brand has sought to strike a more inclusive, total-body-workout chord as of late, adding Strength 50, a strength-training class, and Tread 50, a treadmill-based class. 

The new branding comes on the heels of Orangetheory’s merger with gym giant Anytime Fitness, which saw the creation of Purpose Brands, a holding company that will run OTF, Anytime and several other fitness brands. 

Orangetheory currently counts more than 1,500 franchised studios in 25 countries, but Purpose Brands executives believe the brand has much more room for expansion, especially internationally. 

“What we love about the ‘Every Reason is the Right Reason’ campaign is that it’s not a one-and-done initiative,” Chriswick said. “It’s a long-term platform with breadth and longevity. It works across the funnel – from top-of-mind awareness to lead generation – and accommodates a wide range of strategic needs.”

“These include human storytelling as well as educating audiences about Orangetheory’s key differentiators: its total-body workout, the variety of equipment and the coach guidance, and our proprietary technology, the OTconnect platform, that set us apart,” he added. 

Orangetheory developed the campaign through its new in-house brand design and content agency, Spark Studio, with help from director duo Mister and production company Greenpoint Pictures. The fitness brand worked with DesignStudio NY on the overall brand strategy plan. 

The post Orangetheory Launches New Brand Strategy, Eyes Inclusive Fitness appeared first on Athletech News.

Natural Pilates, a Los Angeles-based fitness studio known for its approach to Pilates that bridges classical techniques with modern innovation, is opening its first location in New York City’s Upper East Side neighborhood in January.

Located at 85th Street and Second Avenue, the new studio marks the brand’s second in NYC and its sixth overall, joining four locations in LA and a SoHo studio that debuted as the company’s East Coast flagship.

Founded in 2005 by Laura Wilson, a Pilates instructor originally from Romania, Natural Pilates has gained recognition for its simplified approach to Pilates that emphasizes proper form and accessible workouts for all fitness levels. Wilson’s vision has resonated with everyone from beginners to seasoned practitioners, and even celebrities like Sylvester Stallone and Naomi Campbell.

The Upper East Side studio will feature Merrithew V2max Plus reformers alongside specialized props designed to maximize muscle activation and create a full-body workout. Each 55-minute session is structured to deliver efficient results, balancing strength, flexibility and core stability.

Natural Pilates’ blend of classical Pilates principles with the dynamic Lagree style offers an option for clients seeking a well-rounded and adaptable fitness routine.

“Our goal is to create an environment where Pilates is both approachable and effective, providing attention to detail and individualized support for everyone,” said Wilson. “The expansion to the Upper East Side reflects the growing interest in our practice and our commitment to making Pilates available to more people.”

This new studio comes at a time when Pilates is experiencing a surge in popularity. To mark the UES opening, Natural Pilates will offer exclusive discounts on class packages, including 20% off 8, 12 and unlimited class plans for those who sign up during the launch period.  

The post LA Staple Natural Pilates To Open 2nd NYC Studio appeared first on Athletech News.

The business of longevity is booming as consumers embrace the idea that they can live better for longer through medical, pharmaceutical and lifestyle interventions. 

The market for longevity and anti-aging therapies alone is projected to grow to $44.2 billion by the end of the decade, up from $25.1 billion in 2020. That number likely represents just a small slice of the economic power of the longevity movement in the broader wellness economy, which itself is projected to reach $9 trillion by 2028. 

For fitness brands, the longevity movement offers an opportunity to appeal to consumers who might not ordinarily be interested in working out. 

Xponential Fitness brands YogaSix and StretchLab are tapping into the longevity movement, offering new class types and services, along with tailoring their marketing approaches to get members excited about the idea of doing fitness for the long haul over quick fixes. 

“With both brands, we’re not having to reach too far to be able to fit into this trend,” YogaSix president Lindsay Junk tells Athletech News. “We’ve always used (terms) like recovery, mobility. The word longevity we haven’t used in the past with yoga, but it’s something we’re starting to add into some of our keyword searches.”

YogaSix Adds Mobility Class, Targets New Consumers

Amid the longevity movement, YogaSix is launching a new class type, Y6 Mobility, which focuses on active mobility and will incorporate tools like TriggerPoint balls, a type of massage ball. The yoga brand has also introduced Y6 TRX, a class that leverages TRX suspension trainers to help members increase their range of motion and get into deeper yoga poses with the help of straps. 

In marketing materials, YogaSix highlights the “more gentle aspects of yoga,” including breathing, Junk notes. This helps the brand appeal to a wider swath of the fitness population than would generally be interested in yoga. 

“It allows us to bring in a whole new group of people that maybe historically hadn’t thought about doing yoga,” Junk says. 

The average age of a YogaSix member is around 44, but Junk reports the brand is seeing success attracting members in their 50s, 60s and 70s. The yoga brand is also seeing interest among younger populations, including athletes and weekend warriors.

“We’re not just getting people that are older; we’re getting athletes and people that are coming in after a hard cardio workout,” Junk says. “Longevity doesn’t necessarily have to be about age, it could just be about being able to do things for a long time. Say you’re a marathon runner and you want to be able to run lots of marathons for several years, you need to be able to (recover). That type of work is where yoga can come in.”

StretchLab Adds Normatec, Markets Longevity

StretchLab, which offers a range of assisted stretching classes led by accredited instructors, has partnered with Hyperice to bring Normatec compression therapy leg sleeves into its studios. Over 100 StretchLab locations now offer Normatec services, which members can purchase as an add-on to their existing membership plan after a complimentary session. 

StretchLab president Verdine Baker tells ATN the brand added Normatec sessions to help members get more out of their health and wellness journeys, in line with the longevity movement. 

“Our goal through the first couple of quarters of next year is to have all 500-plus locations using Normatec as a service,” Baker says. “As it stands right now, we’re the largest provider of the Normatec compression therapy out of any singular brand, so we have a great partnership.” 

While assisted stretching naturally lends itself to the longevity movement, StretchLab is taking deliberate steps to put itself front and center of the anti-aging trend. 

For example, in its marketing, the brand tells stories about its members who’ve experienced health benefits over the long run versus just feeling better after a 50-minute stretching session (which happens, too).

“When you’re telling a story, you have to be able to show it with real examples,” Baker says. “ We leverage testimonials of our members who’ve gone through a journey to show what it looks like to go through six months a year, two years… We have members who’ve been with us since the very beginning, so we try to bring those stories to life in how we market locally.”

Why Longevity Is Here to Stay

Fitness is an industry of trends, but both Baker and Junk believe the longevity movement has staying power, even if it may not always be top-of-mind like it is today. 

“I don’t think it’s a trend, but it is trending,” Baker says of longevity’s newfound popularity. “In my opinion, we have a more educated consumer than we’ve ever had in the history of the fitness industry, and it shows by how our consumers are valuing these different wellness modalities.”

Junk believes that over the coming years, longevity will settle in as an accepted pillar of fitness, similar to cardio and strength training today.

“I think something else will become really popular in the next couple of years. But I don’t think people will say, ‘Oh, forget about longevity, that’s not important,’” she says. “It’ll always be a part of the complete fitness journey.”

Eyeing Expansion

Buoyed by the longevity movement and a strong pipeline of franchise sales under parent brand Xponential, both StretchLab and YogaSix are eying continued studio expansion.

StretchLab just topped the 500 studio mark in North America and is eyeing 600 locations as its next big goal. International expansion, in particular, will be a big focus for the stretching brand in 2025 as StretchLab looks to build on its presence in countries including Australia, Mexico, Japan and soon, Kuwait. 

“We’re excited about our international expansion opportunities,” Baker says. “We have a great team in-house that’s doing a great job of trying to find the right partners for us to have the right growth plan.”

YogaSix has over 200 open studios, making it one of the world’s biggest yoga brands. In 2025, YogaSix will continue to pursue domestic expansion, although Junk notes it will be “very strategic with where we develop” in the United States. 

International expansion is also on tap for the yoga brand in the year ahead. 

“We’re going to have our first studio open in Japan, we just opened in Germany and we have plans for Mexico,” Junk notes. “Xponential has built out its international team, and some of our focus for the year is going to be on international (expansion). But we still have some domestic work to do.”

The post YogaSix, StretchLab Tap Into the Business of Longevity appeared first on Athletech News.

Aging is inevitable has long been an accepted truth, but recent longevity breakthroughs have challenged this assumption. In the wellness community, a growing movement is focused on extending not just lifespan but healthspan, or the years spent in good health. Longevity Hackers, a new documentary narrated by Edward Norton, delves into these advancements, offering viewers insights into the science and practices that could redefine aging. Now streaming on Apple TV and Amazon, the film features leading experts and figures who are pushing the boundaries of what it means to grow older.

Produced by Ruben Figueres and directed by Michal Siewierski, Longevity Hackers examines the latest research on aging, the technologies accelerating change, and the everyday choices that can make a significant difference in longevity. With the global longevity market expected to surpass $600 billion by 2025, the documentary is well-timed with the explosive growth of the category.

Living Longer, Living Well

The longevity movement is not new, but it has grown more mainstream in recent years as figures like Dr. David Sinclair, author of Lifespan: Why We Age and Why We Don’t Have To, and Dr. Peter Attia, a longevity physician and host of The Drive podcast, have brought these ideas to the forefront.

Joining this chorus in Longevity Hackers are voices like entrepreneur and investor Peter Diamandis, biohacker and NOVOS CEO Chris Mirabile, and endurance athlete Wim Hof. Other cultural figures tied to the movement are Tony Robbins, Mark Cuban, Tony Hawk, and Steve Aoki who explore how cutting-edge science and simple lifestyle interventions can help extend healthy years.

Advances in fields like regenerative medicine, cellular health, and wearable technology are opening new doors in the longevity space. Biological age clocks, for instance, are gaining attention as a more accurate measure of health than chronological age, offering individuals a way to track the impact of lifestyle choices on their aging trajectory.

“Biological age is becoming the premier biomarker of our health,” says Chris Mirabile in the film. “The best way to keep track of your lifestyle being conducive to longevity is with a biological age clock, specifically one that’s been proven to be both accurate and precise.”

Experts in Longevity Hackers discuss the connection between stress reduction and cellular health, the metabolic importance of quality sleep, and the role of purpose and joy in overall well-being.

“Aging affects every person, regardless of race, religion, political orientation or any other factors. The fight against aging is something that could unite humanity for a common goal,” says producer Ruben Figueres, reflecting on the universal appeal of longevity science.

Wide Appeal + Blue Zones

Longevity Hackers also comes at a time when the longevity movement is expanding beyond elite circles of biohackers and researchers to broader populations. Initiatives like the Blue Zones Project have shown how communities worldwide—such as those in Okinawa, Japan, and Sardinia, Italy—achieve remarkable longevity through social connection, plant-forward diets, and active lifestyles. With only 10% to 20% of lifespan determined by genetics, Longevity Hackers aims to inspire viewers to take proactive steps to maximize their healthy years.

Edward Norton, whose voice guides viewers through the documentary, stated, “No matter where you are from, or what your beliefs are, we can all agree that life is a gift that should be cherished. The people working in the longevity and life extension fields want to extend that gift to humanity.”

The post ‘Longevity Hackers’ Explores the Science of Living Longer appeared first on Athletech News.

The fitness industry has navigated a tumultuous few years marked by uncertainty and constant pivots. Over the past 12 months, it’s seemingly entered what could be called a “new normal.” Members returned in increasing numbers — sometimes in droves —  but with fundamentally shifted expectations.

Armed with a fresh perspective on health and wellness, today’s consumers demand more than what the industry has traditionally offered. The fitness landscape has been reshaped by these evolving needs, challenging operators to adapt in ways never seen before.

At the same time, the rapid evolution of technology and the rise of AI are revolutionizing the way businesses operate. And while these advancements present opportunities, they also bring new complexities and uncertainties for an industry already in flux.

To gain insight into this evolving environment, Athletech News spoke with three seasoned industry professionals – Matt Wright, VP of growth and development at Healthtrax Fitness & Wellness, Mark Fisher, owner of NYC’s Mark Fisher Fitness and Business for Unicorns and Cody Patrick, CEO of Sweat440. Together, they share their perspectives from the frontlines, shedding light on where the industry stands today and how 2025 may unfold.

The State of the Industry in 2024

When asked how they would describe the state of the industry, and if they consider 2024 a “comeback year” post-pandemic, these pros had some similar thoughts. 

“There has been an upward trajectory, and it was a solid year, but I’m not sure I would describe it as a comeback year from COVID,” said Fisher.

Wright takes it one step further, saying, “We can’t compare it to pre-COVID times. People are coming back with a much more holistic focus —  looking for mental health support, recovery and community, not just fitness. At the same time, we’re seeing a new generation of health-conscious individuals, as well as fewer ‘donators,’ the people who join and never show up.”

Patrick also observed continued growth throughout the year but pointed out seasonal dips. “2023 was more of the comeback year. 2024, for us, was a continuation of that growth,” he said. “While we saw ebbs and flows due to summer vacations and election-related spending slowdowns, overall, the trajectory has been positive.”

Key Trends in Fitness

Recovery continues to be the focus across the industry. Wright explained how this has shaped his approach.

“We’ve piloted cold plunges, added cryo beds, and invested in saunas and steam rooms,” he said. “These features are increasingly in demand, and we’re working to meet members’ needs strategically.”

Fisher echoed this trend while pointing to the emergence of recovery-focused studio brands. “I’m particularly interested in concepts like Othership, a chic ‘class-style’ spa, and Sweathouz (SWTHZ), an infrared sauna and cold plunge franchise,” he said. “However, further, questions remain as to whether this will be a trend with softening demand, or if this will become a permanent tentpole of consumer wellness behavior.”

For Patrick, he has been testing the waters at Sweat440. “We’re incorporating recovery lounges with compression and percussion therapies in some of our studios,” he shared. “This is a focus for the brand to test and implement throughout 2025.”

Strength training is also on the rise, according to Patrick. “We’ve always had a strong strength component, but we’ve increased it even more to meet demand,” he says. “Gamification has also become a key motivator for members, and we are seeing that as a significant motivator.”

Wright agreed, noting the impact of personal training. “Personal training departments are thriving, especially with the Boomer population wanting to stay healthy and active. People want to exercise more efficiently, so they’re hiring fitness professionals. It’s a shift toward a more personalized and guided fitness experience.”

The Role of Artificial Intelligence

Artificial intelligence (AI) continues to be a hot topic across industries, including fitness.

Patrick shared how AI is transforming their member’s journey. “While the core workouts aren’t really impacted by this, the customer journey and interaction most certainly are,” he explains. “We are looking to AI to optimize everything from customer communication to data analysis and predictive modeling.”

Meanwhile, Wright uses AI for optimization. “I see it as an assistant,” he explained. “It helps us optimize marketing, analyze brand performance, and allocate resources more effectively. But it will never replace the human touch or the need for personalization in fitness.”

Fisher offered a more tempered perspective. “I think much of the AI application in the gym space has been somewhat overhyped,” he said. “Yes, tools like ChatGPT can save time on content creation, but they still require a human touch to avoid sounding generic. Having said that, it’s fast-moving waters. With the sophistication increasing at breakneck speed, I anticipate we’ll continue to see booking and billing platforms integrate AI to provide insights to owners. And ideally, owners can use this deeper and more personalized understanding of behavior to drive more utilization and improve retention.”

Wellness, Longevity & Integration with Healthcare

As the focus on wellness and longevity grows, fitness operators are finding ways to adapt. Wright highlighted Healthtrax’s partnerships with healthcare providers.

“We’ve partnered with hospitals to create a seamless transition from physical therapy to the gym,” he said. “We are also plugged into medical weight loss initiatives and work with individuals to teach the importance of strength training and maintaining healthy eating habits. This affiliation with hospitals has been a big differentiator for us.”

Fisher pointed to the potential for gyms to play a larger role in personalized wellness. “As we head into 2025, the most competitive gyms and studios will win by supporting their members in the other 23 hours of the day,” he said. “Simply providing access to workouts is going to be more commoditized, as taking care of your health and fitness requires more than just workouts.  Whether that’s through add-on or integrated coaching services, the best performing gyms and studios will provide holistic coaching and serve as case workers who can connect clients and members with other resources.”

Challenges & Opportunities in 2025

As 2025 approaches, Patrick underscored the challenges of a saturated market.

“The challenge is cutting through the noise to show what makes you unique,” he said. “Clear differentiators and meaningful engagement will be key.”

Fisher remained optimistic about the future while acknowledging the competitive landscape.

“Consumer spending on fitness is growing, but it’s also getting more sophisticated,” he said. “From franchises to mom-and-pop independents, as the players improve, competition increases. For instance, in our corner of the market, small group personal training gyms have seen a modest but significant tick up in monthly churn over the last 2 years. To be clear, the class/session experience will still matter. But building relationships and coaching clients to results will command a premium and be the linchpin of retention.”

Wright offered another perspective, emphasizing the importance of innovation and team investment. “The opportunity for fitness operators is to invest in their teams — time off, benefits, 401(k)s, spousal support, resources for challenges and pay,” he said. “The reason we have turnover is we miss the opportunity to take care of team members.”

In the end, these pros agree that it ultimately boils down to servicing people, and their health needs, with Fisher saying, “The best-performing gyms and studios will focus on building relationships, providing holistic coaching, and integrating health and wellness into their offerings.”

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