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

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

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

Paving a Smooth Road

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

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

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

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

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

Seamless on Both Sides

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

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

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

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

Separation from the Pack

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

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

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

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

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

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

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

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

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

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

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

Numbers Game: How Data Analytics Can Transform Your Gym

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

Building the Future: The Tech Behind the Tech

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

Know Your Customer: Trends Shaping the Fitness & Wellness Industry

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

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

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

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

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

Music 101: How To Win the Licensing Game

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

Measuring Momentum: From Gamification to Wearables

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

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

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

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

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

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

Report Details

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

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

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

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

Driving Factors

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

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

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

The post Digital Health Tools Growing in Production & Effectiveness 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.

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.

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

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

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

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

AI Trailblazers

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Apps Get In on AI Action

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

The post Fitness Meets AI: Transforming the Industry From Within appeared first on Athletech News.

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

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

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

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

How it Works

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

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

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

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

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

Precision and Privacy

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

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

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

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

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

The post Fit:match & Intel Unveil New 3D Body Scanning Technology appeared first on Athletech News.

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

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

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

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

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

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

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

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

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

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The global fitness app market is undergoing rapid expansion, with projections indicating it will grow from $1.5 billion in 2023 to $4.3 billion by 2030. This growth is fueled by technological advancements, particularly in artificial intelligence (AI), and a shift in consumer behavior toward digital fitness solutions. 

This presents a unique opportunity to integrate innovative technologies into your services, expand your reach and stay competitive. 

This checklist is designed to help you navigate these opportunities and implement strategic actions that will position your business for success in the booming fitness app market.

Embrace AI-Driven Technology

Integrate AI Features:
☐ Explore AI-driven features like adaptive workout plans, real-time feedback and predictive analytics.
☐ Assess how these features can personalize and enhance your clients’ training experiences.

Example: A boutique fitness studio integrates an AI-powered app that provides clients with personalized workout recommendations based on their progress and goals. The app’s real-time feedback feature helps clients adjust their form during workouts, leading to better results and higher satisfaction.

Partner with Tech Providers:
☐ Identify potential partnerships with AI-based platforms to boost your service offerings.
☐ Evaluate the cost and benefits of integrating these technologies into your business model.

Example: A small gym partners with  platform to automate its client communication and follow-up processes, allowing trainers to focus more on in-person coaching. This automation leads to increased client retention and better management of gym operations.

Adapt to Digital Consumer Trends

Expand Digital Services:
☐ Offer virtual training sessions or app-based workouts to cater to clients who prefer digital fitness solutions.
☐ Consider developing or partnering to create a branded app to engage clients on the go.

Example: A personal trainer develops a branded app that offers on-demand workouts and nutrition plans. This app helps retain clients who prefer working out from home, increasing the trainer’s reach beyond the local market.

Flexible Pricing Strategies:
☐ Introduce cost-effective digital alternatives to traditional gym memberships or personal training sessions.
☐ Ensure your digital offerings are accessible and appealing to budget-conscious consumers.

Example: A gym introduces a tiered membership model that includes an affordable digital-only option, offering access to an app with workout routines and live-streamed classes. This attracts a new segment of clients who may not have joined at the standard membership rate.

Monitor Market Trends & Opportunities

Regional Focus:
☐ Stay informed about key growth markets like the U.S., China, Japan, Canada, and Germany.
☐ Tailor your marketing and expansion strategies to target these regions effectively.

Example: A fitness app company identifies a rapidly growing market and localizes its app by incorporating region-specific features and language support. This strategic move results in a significant user base expansion.

Leverage Market Reports:
☐ Regularly review industry reports for the latest insights.
☐ Use this data to inform your business decisions and future planning.

Example: A fitness studio owner reads the latest industry report and decides to invest in AI-driven tools after seeing the projected market growth. This decision positions the studio ahead of local competitors who have yet to adopt similar technologies.

Stay Competitive by Learning from Industry Leaders

Study Major Players:
☐ Analyze how leading companies like are innovating in the fitness app market.
☐ Implement similar innovations in your services to stay competitive.

Example: Inspired by Azumio Inc.’s use of AI for personalized fitness tracking, a wellness coach integrates similar AI-driven progress tracking in their mobile app, helping clients stay motivated and engaged.

Continuously Innovate:
☐ Keep up with technological advancements and consumer trends to regularly refresh your offerings.
☐ Position your business as forward-thinking and tech-savvy by adopting new trends early.

Example: A fitness brand consistently updates its app with the latest AI and virtual reality (VR) features, offering immersive workout experiences that attract tech-savvy clients and generate buzz in the industry.

Next Steps:

Plan for Integration:
☐ Create a timeline for incorporating these actions into your business strategy.
☐ Set measurable goals to track your progress and success in leveraging the growing fitness app market.

Example: A gym chain sets a 12-month plan to integrate AI-driven virtual classes, with quarterly goals to monitor user adoption, satisfaction, and overall business growth.

By using this checklist and staying ahead of industry trends, you can capitalize on the booming fitness app market, ensuring your business remains competitive and poised for long-term success. 

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

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Consider the following scenario: Sally has always been a regular member at her gym, working out three times a week. While comfortable, she’s grown a bit bored and is curious about CrossFit. One day, she musters up the courage, visits a nearby CrossFit box, and buys a 20-pack. She’s excited but nervous.

The first few weeks are mediocre — Sally feels intimidated and unsure. She wants to love it but remains dubious. She misses the comfort of her old gym. Her attendance starts to drop, and after 60 days, she decides to return to her old routine. By 90 days, she’s done with CrossFit.

But what if things had gone differently?

Imagine Sally receives a warm welcome text after her first workout, applauding her effort and embracing her into the community. Feeling accepted, her energy is reignited.

Over the next few weeks, constant encouragement, resources and support from the gym keep her motivated. She starts to love CrossFit. She feels connected to the community. She talks about it outside the gym and invites her friends to join. By 90 days, Sally is not only a devoted member, but also one of the gym’s biggest advocates.

Michael Wuest, past CrossFit gym owner and Head of Marketing, SMB at Daxko says when it comes to new members, it really is an “either/or” situation.

“The first 100 days of a new gym membership make or break the trajectory of that member,” he says. “They define how a member feels about the experience and determine how that member will respond and act. Imagine if every member becomes this second version of the story. Gyms, CrossFit boxes and studio owners could have a whole team of ‘ambassadors’ working for the brand organically – and that grows exponentially with each new member.”

Wuest did not come to this conclusion or ah-ha moment overnight. Nor did he build the solution to the problem overnight.

A CrossFit owner of 10 years, once Wuest began realizing the critical nature of the first 100 days, he spent hundreds of hours studying member behavioral patterns and developing a communication and touchpoint strategy to motivate, nurture and retain them. His spreadsheet-based system proved so successful that it was eventually transformed into what is now Daxko’s Zen Planner Engage product.

Zen Planner is a software platform designed specifically for CrossFit boxes, martial arts studios, yoga studios and more and offers member management, scheduling and class management, billing and payments, automated marketing, reporting and analytics and a member-facing mobile app.

The Magic of Purposeful Moments

Wuest’s intensive labor around developing just the right communication delivered at just the right time focused on creating purposeful moments.

“The first step is to define the journey from the perspective of a new member,” he says.  “Imagine yourself in their shoes—what experiences do they go through? As the leader, consider what you want them to experience and how you can curate those moments. If you create impactful and purposeful moments and positive experiences through carefully timed touchpoints during the first 100 days members will keep coming back.”

Wuest explains how the system works.

“In addition to human-to-human interaction, for the first week after each class or workout, new members receive communication via email and text, welcoming them to the gym and offering resources that explain what to expect and how to navigate their new experience.”

The next step, he says, is to provide additional support that continues to progress.

“This includes offering advice on recovery, nutrition and how to get the best results from their workouts,” he explains. “We also set goals, such as attending two to three workouts per week. If a member doesn’t meet this goal, Zen Planner will trigger staff to follow up with a phone call or text to check in and offer encouragement.”

This builds what he calls a “feedback loop,” by which a member’s progress can be monitored and the support and communication adjusted.

Throughout the first few months, Wuest says it’s important to focus on helping members establish healthy habits and achieve their initial goals while reinforcing the member’s connection to the gym.

“This might look like offering a discounted T-shirt, which strengthens their identity as part of the gym community, and – as the member wears the shirt proudly around town – strengthens your exposure as a brand,” he says.

Finally, at around the six-week mark, members are asked to share their experience by leaving a Google or Facebook review.

“Again, this public declaration solidifies their commitment to the gym and serves as strong marketing.”

Sustaining Engagement Beyond Day 100

How does the Zen Planner platform continue to perform after day 100: By facilitating additional member experiences and helping to build a strong, supportive community.

An important component of this is Zen Planner’s unique Campaign Marketplace, which hosts dozens of automated campaigns across multiple verticals.

“The platform essentially has a series of ‘playbooks’ ready to go that are curated specifically for Martial Arts Studios, CrossFit gyms, yoga studios and more,” he says. These are additional programs and experiences that can be offered to members.”

Zen Planner also has built-in triggers to identify the risk of churn.

“If a member starts to falter in their attendance cadence, studio owners are alerted right away so communication and corrective actions can take place,” he says. “

Wuest says this ultimately helps in anticipating and addressing anything that might be disruptive — good or bad — during the member journey.

“Life changes happen,” he says. “A member may get a new job or maybe there is a sudden life-change event. Zen Planner acts as a virtual assistant, helping to track such occurrences and even pre-schedule voicemail drops and log notes so box or studio owners – and the community – can provide support and guidance through these major events.”

Driving Long-Term Success

Wuest says the platform ultimately allows studio and box owners to be proactive and appropriately reactive at just the right times, helping to retain members and freeing up time to focus on growing the business.

“Many of the gyms we work with are single owner operators who love fitness, coaching and are in it to help people, but it’s incredibly difficult for them to scale,” he says. “Their marketing dollars are bootstrapped and there may not be a sound retention strategy in place. This is why we created Zen Planner Engage.”

In the end, that sums up Wuest’s “why.”

“I am in this to help gyms win,” he says. “We are not just another software company. I’ve lived the gym owner’s life and want to help others who walk in those shoes to create thriving and successful businesses.”

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

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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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The WHOOP 2024 Year in Review reveals a year of transformative shifts in fitness and wellness. From the rise of walking as a global favorite to the growing embrace of strength training and low-impact workouts, these trends highlight how people are redefining movement, recovery, and overall health. This year’s data offers a glimpse into the evolving priorities shaping a more accessible, balanced, and sustainable approach to fitness.

Sleep Insights: Generational & Monthly Trends

Sleep habits remained a cornerstone of wellbeing for Whoop members in 2024. Gen Z is the most well-rested generation, logging an average of 416 minutes of sleep per night, while Boomers slept the least, averaging 399 minutes. Interestingly, Gen Z’s average bedtime of 12:21 AM was significantly later than Boomers’ 10:48 PM, demonstrating more nocturnal patterns.

Whoop’s month-to-month analysis showed that January led the year in sleep duration (418.8 minutes), reflecting post-holiday recovery efforts, while June saw the least sleep (409 minutes). Sundays consistently ranked highest for sleep performance (79.1%), emphasizing the importance of rest before the workweek.

Recovery & Behavior Patterns

Recovery was influenced heavily by behaviors, with sleep performance driving the largest positive impact across all generations (+9.9% on average). Alcohol consumption most negatively impacted performance, which reduced recovery scores by an average of -12%. Gen Z’s recovery was particularly sensitive, as alcohol consumption hurt their recovery more significantly (-13.3%) compared to Boomers (-8.3%).

Shared sleeping environments and routines also played a role in recovery. Sleeping in a shared bed improved recovery by +2.3%, while sleeping in one’s own bed provided a slight boost of +1.6%. Meanwhile, meditation emerged as the most popular recovery activity, accounting for 27% of all recovery-related entries.

Fitness & Activity Trends

Aligned with the current fitness interest in low-impact movement, particularly walking, and mind-body practices such as yoga (+25%) and Pilates (+23%), which surged among female members. Powerlifting also gained traction among women (+19%), reflecting a broader cultural shift toward strength training and heavy lifting. Activities like as HIIT and functional fitness declined among both genders, with HIIT participation dropping by -21% among women and -19% among men.

Stress & Alcohol Trends

Gen Z members reported being the most stressed (30%), a stark contrast to Gen X, who logged the least stress (39.9%). Stress levels appeared to correlate with generational recovery patterns, as Gen Z had the lowest consistency and efficiency in their sleep patterns but the highest sensitivity to recovery-boosting and hindering factors.

Alcohol consumption trends showed a marked decline across all generations. In 2024, only 31.7% of members reported drinking, compared to 41.6% in 2021. While Gen Z drank the least frequently, they consumed the most per occasion, averaging 3.8 drinks.

The Rise of Protein & Strength Training Awareness

Protein intake surged among both men and women, with affirmation rates jumping to 59% and 60% respectively. This coincided with an increased interest in strength training activities, particularly among women. Powerlifting, in particular, gained traction as more women embraced the benefits of lifting heavy.

Looking Ahead

The data from 2024 underscores a collective shift toward certain health practices. Members increasingly value low-impact fitness, protein consumption, and consistent recovery habits. In the Whoop community and beyond, there is growing awareness of long-term wellness over short-term performance.

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Those looking to elevate their franchising experience and get in on the artificial intelligence (AI) game don’t need to look any further than Momence. 

The software provider for fitness studios, gyms and wellness centers accomplishes all of the above with its AI Corporate Dashboard. The platform spurs retention, engagement and consequential profit by fortifying satellite locations with each other and refining their offerings. 

“Momence makes it easy to sell the dream of entrepreneurship in the fitness and wellness industry for franchises,” said Momence CEO Vojta Drmota. “This is a platform they can trust to consolidate from the dozens of platforms they’re using today into a single solution. It gives franchisees all of the ingredients to grow and scale to a seven figure location.”

An Operator-First Dashboard 

The AI Corporate Dashboard helps brands establish new franchise locations by keeping intangibles like pricing, classes, appointments, staff roles and marketing templates all consistent with what’s determined at the corporate level. It leverages AI to provide brands with centralized, detailed insights on their brand’s performance, helping them to manage their assets better as well. 

The platform also features automated royalty collection, happening immediately after transactions take place. Funds go directly into the corporate account, surpassing those of franchisees to remove the risk of them defaulting on fees. 

As comprehensive as the software is, its inception was anything but. Momence simply listened to what issues operators struggle with the most and tackled them head-on.

“Listening to what franchises need to successfully operate their business helps us see how underserved they are in today’s market,” Drmota said. “Sure, there are software brands who’ve chosen to niche and exclusively serve franchises, however, they’re still not meeting the needs of these businesses because they don’t take a modern and consolidated approach to powering a business’s back office. We focused on that to alleviate the pain points the corporate franchise teams and individual franchisees experience in the day-to-day of the business.”

Brands are already beginning to reap the fruits of those labors. StrechMed, the rapidly expanding assisted-stretching franchise, saw a 75% increase in growth since switching over to Momence, according to the brand. The AI Corporate Dashboard has been especially impactful in allowing StretchMed to keep tabs on its new franchise locations, aggregating data automatically rather than loading it into spreadsheets individually. 

“Since switching to Momence, we’ve been able to drive massive improvements in nearly all stages of our sales funnel,” said StretchMed Director of Sales & Operations Bradley Kennedy. “Their technology makes it easier than ever to capture, nurture, and convert leads effortlessly. The robust data tracking and visibility provided by Momence have enabled us to understand and improve our client retention and labor utilization in ways not possible before.”

Consistency is Key

Most franchise operations aim to grow as wide as they can, establishing an arsenal of locations that cover all corners of the map. But as you expand, keeping things centralized and consistent becomes more difficult. 

“One of the pain points corporate franchises experience is being able to maintain a consistent brand and customer experience from location to location,” said Drmota. “Operational excellence is of the utmost importance. Therefore, being able to operate the business within a consolidated platform solution, including their communications and marketing, is critical for business growth and success.”

Momence solves this with its brand kit — a hub within the AI Corporate Dashboard for marketing emails, SMS templates and sequences to ensure a smooth lead-to-member conversion. 

“This makes it much easier for franchisees to have access to everything they need to communicate and market the brand to help attract net new members to the studio, gym or wellness center,” said Drmota. 

The brand kit can be updated or altered at any time by the franchisor as well. This makes it easier for corporate brands to package and share seasonal marketing campaigns with franchisees who can then launch them with confidence.

AI Takes Action

The platform’s AI functionality provides assistance for brands just starting out and well into their business journey as well. Applying the software to specific locations just takes some curiosity and a few easy clicks. 

“In the platform, you will see a little ‘AI Insights’ icon where there will be suggestions on areas of improvement that can be made, completely informed by the data within the corporate dashboard,” Drmota explained. “Take class capacity as an example. You can see if a certain region or individual franchisee location has a lower capacity filled than normal. You can then interact with the AI and ask it questions where it will help guide you on the best way to help increase class capacity, where it will leverage all the thousands of data points it has on your business.”

The platform also allows users to leverage AI insights on factors such as acquisition spending, increasing top-line revenue, opening and selling franchises in new regions just to name a few. The AI also analyzes down the lead-to-member journey for members, making it possible to identify areas of improvement to increase conversion rates. 

“You get better intel on the health of your business,” said Drmota. “This unlocks the ability for corporate franchises to easily grow and scale the business with greater confidence.”

Leading the Way Forward

During Momence’s efforts to hear clients and formulate a better understanding of what they need from a software perspective, the brand concluded that the fitness industry is far behind others in terms of leveraging AI effectively. 

“Legacy software platforms have been built in a way that’s no longer serving the fitness and wellness industry,” said Drmota. “In conversations with franchise owners and corporate franchise teams, as they’ve made the switch to Momence, they expressed they weren’t even using the corporate dashboards available in their old software provider.” 

“Instead, they were manually exporting the data, taking several spreadsheets, aggregating the data and identifying insights and opportunities,” Drmota added. “They were taking hours upon hours to prepare for meetings with individual franchisees or board meetings to report back on key performance metrics on the health of the franchise.”

Momence is proud to be speeding up these elements of running a fitness business which others have neglected.

“As a modern software provider, this provided an opportunity for Momence to explore how we could leverage AI to help studio, gym, and wellness center owners make data-informed decisions that are critical to helping individual franchisees on the path to profitability or the corporate franchise continue to scale and grow the overall business,” Drmota said.

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

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Fitness and technology now go hand-in-hand, as seen with leading fitness operators, franchises and equipment makers leveraging the latest innovations. With consumers well-adapted to smartphones and wearables, it’s become an expectation for many to have data at their fingertips or to be entertained by a screen.

Here are some of the top fitness brands and operators that are meeting the needs and expectations of consumers looking for a tech-forward approach along their fitness journeys.

Boutique Fitness Goes High-Tech

Orangetheory, which launched in 2010, is considered one of the OGs of fitness technology, with heart-rate tracking technology at the heart of its boutique fitness operation. 

Having recently merged with Self Esteem Brands and poised for global growth, Orangetheory continues to elevate the fitness experience with real-time metrics and smart equipment for a holistic, individualized workout. 

One of Orangetheory’s standout innovations – the OTbeat – tracks a member’s heart rate throughout the workout and provides helpful feedback to ensure they stay within their optimal training zones.

“Members find their sessions more rewarding because they can clearly see the results of their efforts on the connected equipment and monitors in the studio and on their mobile app post-class,” Orangetheory’s chief technology officer Ameen Kazerouni said.

The data is also fundamental for Orangetheory coaches, allowing them to make adjustments that ensure members are appropriately challenged. Beyond the studio, the data is anonymized and utilized for program development.

“Our team of fitness experts and data scientists constantly analyze workout trends and outcomes,” Kazerouni explained. “Their analysis supports the continuous refinement of our workout.”

Data-Driven Smart Equipment

Despite some changes in the fitness landscape in the post-pandemic era, smart home gym Tonal remains bullish on at-home fitness and for a good reason. The company has amassed an enormous amount of data on human strength training outcomes that it says is revolutionizing the workout experience. 

Strength training has been at the heart of Tonal since the 2018 debut of its at-home fitness system that uses digital weights and offers a hyper-personalized experience.

“No matter what an individual’s goals are, Tonal can assess and then guide that person to their outcome successfully thanks to nearly 200 distinct exercises, multiple weight modes, the highest production-quality guided content and industry-leading artificial intelligence,” Tonal’s chief product and content officer Jonathan Shottan said.

Harnessing data has made Tonal an engaging and effective experience for its users, with the smart gym maker sharing that its members make 70+% strength gains in their first year on average.

“Unlike many other companies that capture data, Tonal is in the unique position to provide actionable insights in the same closed-loop system,” Shottan continued. “The more you use the product, the smarter it gets for you personally, and the smarter it gets as a whole.”

Smart workout equipment brand Echelon is fueling the connected fitness space for gym and studio partners, launching in 2017 as an omnichannel fitness solution that allows users to work out wherever they are.

“In today’s fast-paced world, everyone expects convenience, flexibility, and personalization in all services, especially fitness – no matter where they are working out,” said John Sweeney, Echelon VP of commercial sales. “If it’s not accessible, seamless and an easy experience, people move on. The tolerance levels are short.” 

Offering a connected experience increases usage and results, which drives customer engagement, Sweeney said. The smart gym maker offers real-time performance tracking, interactive elements like live leaderboards and Echelon Worlds, a gamified racing platform where users can compete against friends, a computer or themselves.

“These features foster a sense of community and competition, motivating all to go to their next level – whatever that may be,” Sweeney said. “Moreover, offering the ability to integrate personal training and group classes directly through our product makes for a more comprehensive and engaging fitness journey.”

Immersive Experiences

Freemotion Fitness, the commercial equipment division of iFIT, is charting a new course in fitness with immersive experiences on its 22 Series, a line of cardio machines that provide a virtual passport to a global adventure.

The equipment maker has breathed new life into treadmills, incline trainers, indoor bikes and more, with 22-inch HD screens depicting exotic locations across all seven continents thanks to its integration with iFIT’s digital content platform. Fitness enthusiasts working out on the new series work up a sweat while being transported to the beaches of Bora Bora or the Swiss Alps, offering a momentary escape from the mundane.

“The iFIT Global Workouts offer an unparalleled variety of experiences,” Freemotion Fitness CEO Mark Watterson said. “Whether members are looking for high-intensity interval training, scenic runs, or challenging hikes, there is something for everyone.”

Watterson noted that the approach has kept members engaged and motivated, and it’s also been a game-changer for gyms and health clubs.

“It not only enhances the member experience but also helps in retaining clients who crave variety and novelty in their workouts,” he said. “With Freemotion and iFIT, gyms can tap into the global trend of outdoor fitness, offering members a unique selling point that sets them apart from competitors.”

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

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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.

Each time a member looks up from their weights, treadmill or indoor cycling class, Digital Revenue Systems (DRS) is there to help gyms and fitness studios take full advantage. 

As a premier digital signage consulting and management agency, DRS has perfected the art and science of integrating advertising, entertainment and more into fitness environments.. Equipped with cutting-edge tech, a willingness to meet brand needs and a consummate understanding of visual application, DRS helps clients carve out new revenue streams and enhance organization.

“Digital signage can create a whole different vibe to your gym,” said Taylor Watkins, Co-Founder and CEO of DRS. “Most people are on their iPad or their phones now. But what can we do to help create a better atmosphere and a better way for the members to be informed? We see digital signage as a way for clubs to enhance the member experience, better communicate with members and employees and create an additional revenue stream.”

Digital Signage Evolution

For too long, operators either ignored the digital signage opportunity entirely or only partially addressed it by pumping general content throughout their facilities. Today, DRS is showing gyms its impact when targeted correctly, applying a more concentrated approach, tailor-made for each specific client.  

“Previously, digital signage was used rarely in the fitness industry,” said Watkins. “Gyms were either playing music or using it to show videos, content or some infotainment as well. Now, especially when they work with us, it’s more about the clubs. What can we do to help the members have a better experience?”

“Instead of an ad showing on ESPN, gyms can have ads on their screens for their local or regional business partners, their corporate partnerships, any sponsors or donors,” Watkins went on. “Now, you can even display interactive group exercise schedules, things changing in real-time, weather, sports or even emergencies like closing early. Digital signage has evolved to make that a lot easier for the club to use.”

New software and improved hardware are largely responsible for digital signage’s new feasibility. Equipped with a cloud-based CMS, DRS has the best of the best. 

“The software behind it is a lot better,” said Watkins. “A lot of the software out there is old. We use a software that’s relatively young and that is easy to use out of the box for gyms. The other thing is the hardware, which has gotten so much better than anything before with touch screens now available and the way the media player can bring in a lot of different information in real-time.”

The Client First Approach

DRS separates itself from the pack with its ability to cater directly to different brands. The agency handles the entire setup process for brands and takes the time to learn about them to make sure they develop an approach that meets their specific needs. 

“We do hardware procurement, we do installation and we do a full strategy session with each of the clubs,” said Watkins. “We know that every club is different. Every club has its specific brand guidelines and that’s something we hold above all else. It is always about the club first. We work hand in hand with them and their marketing team to make sure that their model, their network, reflects them and does what’s best for their members.”

This client-first approach doesn’t end after installation either. The brand remains committed to helping brands stay effective with their digital signage well after the screens go up. 

“We are very white glove,” said Watkins. “We are there for scheduling, if they need help with creatives, anything. We want you to use our product efficiently and effectively, and we’ll be there to help out.”

DRS also handles all the selling required for local, regional and national advertising. Doing so gives operators extra breathing room as they tend to other aspects of their business. It’s also an approach with proven success. 

“All the clubs do is receive a check and we have the highest revenue share amongst all of the digital signage providers out there,” Watkins added. 

Internal Impact

But digital signage isn’t just for gym or studio members to look at. It’s just as impactful for employees when set up correctly, primarily from an organizational standpoint. 

“Back of house they have screens that are available where your employees are reminding them about specific dates, HR-related issues, questions, employee-specific promotions, events, general reminders and everything,” Watkins said. “Everyone’s so inundated with emails so they forget that digital signage is another way to communicate.”

Even the little things, like managing the stock of a certain food or drink item, are kept in check with DRS. 

“The other thing is integrating with certain POS systems,” added Watkins. “If they have a cafe, or if they have a smoothie bar or something, if they run out of a product, the digital signage can automatically update.”

It also allows gyms or fitness studios to go paperless — a necessary move in today’s digital world. 

“Gone are the paper group exercise schedules,” said Watkins. “All you have now are screens that have the real-time data pulled from those club management systems.”

Future of Digital Signage

While DRS acknowledges digital signage has advanced exponentially over the past few years, it’s also aware there’s still room for more growth. As it has with many aspects of digital fitness, artificial intelligence promises to help it reach new heights. 

“I think the fitness industry is maybe not ready for it, but there is artificial intelligence (AI) and enabled things that are becoming available to a lot of digital signage,” Watkins said. 

Watkins also touts general creativity as a way for digital signage to move forward. While televisions are oftentimes the building blocks in a digital signage approach, they’re by no means the only tools at one’s disposal. 

“There’s also an immersive display. You have the big sphere in Vegas, that’s an immersive display,” he said. “Just thinking outside the box. It doesn’t always have to be a regular TV. It could be a lot of different things. Now we can even customize specific shapes for the screens.”

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

The post DRS is Transforming Digital Signage in Fitness Facilities appeared first on Athletech News.

Ginkgo Health has introduced Ginkgo Active, a fitness app designed to address the needs of individuals at higher risk for chronic conditions, offering personalized exercise prescriptions and behavioral support. The app aims to fill a gap in the fitness app market, which has historically focused on self-motivated users.

“People cannot engage in exercise for different reasons,” said Maggie Deng, founder and CEO of Ginkgo Health. “To achieve lasting health benefits, it’s not enough to engage people in healthy behaviors for a short period. Our goal is to inspire lifelong engagement and help individuals integrate fitness and wellness into their daily lives.”

App Features and Approach

Ginkgo Active uses a 3D game engine to provide a virtual environment where users receive exercise plans and behavioral support. After an initial assessment guided by the app’s AI feature, Professor Ginkgo, users are given access to a customizable virtual island, including a private gym where a digital twin demonstrates their prescribed exercises.

The app’s design incorporates principles of self-determination theory, which focuses on autonomy, competency, and relatedness to encourage consistent use and sustainable fitness habits. Users can choose from various settings, such as snowy mountains or sunny beaches, to complete their workouts.

Early adopters have reported positive results, according to a Ginkgo Active press release. One 53-year-old user from Vancouver, Canada, began using the app after hip replacement surgery. She reports using the app five times a week, which helped her return to hiking and walking long distances.

Another user named Sarah, from Washington, D.C., enrolled her family in the app’s family plan after a relative’s sudden heart attack. Each family member received a personalized plan that adapted to their individual fitness levels and health needs. Sarah’s mother, for example, experienced relief from chronic leg cramps after using the app’s exercises for 2 weeks.

Future Development

Ginkgo Health plans to expand the app’s features to include more personalized content, group challenges, and tools for building long-term habits. These updates aim to enhance the app’s role as a comprehensive resource for health and wellness.

The app is available on multiple platforms. More information can be found at www.ginkgo.health.

The post Ginkgo Health Launches Fitness App for Underserved Populations appeared first on Athletech News.

Technological integration isn’t just an advantage — but a necessity for successful modern fitness businesses. Fitness On Demand lies at the forefront of this omnichannel movement, seamlessly merging physical and digital fitness into a cohesive and engaging member experience. 

“We’re in an era where members expect more than just a place to work out — they’re looking for an integrated, personalized experience that fits seamlessly into their lives,” said Andy Peat, CEO of Fitness On Demand. “Our mission is to provide operators with the tools to meet these shifting expectations and exceed them.”

By consolidating member experiences, screen content, digital signage, personal training and virtual fitness into one comprehensive, white-labeled platform, Fitness On Demand reinvents how operators engage with members while optimizing operational efficiency.

New Age of Connectivity

Fitness operators previously relied on multiple disconnected digital solutions, ranging from mobile apps and wearables to virtual training platforms, to serve their members. While each solution offers distinct benefits, managing them individually leads to operational inefficiencies and fragmented member experiences. 

Fitness On Demand’s platform avoids this by bridging in-person and digital fitness, establishing a seamless transition between physical and virtual environments. This is accomplished through the brand’s unique mix of over 1,200 live and on-demand classes from renowned fitness brands, tailored programming and digital signage for every screen in your space, and a customizable member app to facilitate every workout and interaction with your club.

For example, a member could start their day with a workout program from a personal trainer, follow it up with a bespoke meal suggestion during their lunch break, and end their day with a guided meditation at home — all within the same cohesive platform.

These factors collectively offer members unparalleled flexibility and personalization.

“Our platform is designed to create a seamless fitness journey for members,” Peat explained. “Whether they’re attending a group class at the gym, catching a workout at home, or squeezing in a session on the go, the experience keeps them connected and engaged with your club.”

This sense of community and engagement is further enforced by gamifying their fitness experience so they can unlock badges or share their stats live during a class. This environment connects members, stokes their competitive fires and celebrates their achievements — all of which help build brand loyalty. 

The brand also facilitates interactions between members and their trainers, replicating the in-person experience virtually. This feature not only provides immediate feedback and support for members but also enhances the authenticity and effectiveness of virtual training sessions, increasing their appeal and accessibility.

Operators Benefit Too

Fitness On Demand’s omnichannel approach extends to the other side of the fitness business as well. First and foremost, it enables operators to leverage data insights to make informed decisions regarding class schedules, staffing and resource allocation. This helps gyms create maximum value for members and generate the largest return on their overhead costs possible by ensuring resources are used effectively. Doing so is critical in maintaining competitive pricing and service quality.

The platform can grow with your gym as well. Its scalable architecture allows operators to easily expand their services without the need for additional staff or systems. This flexibility is vital in a market that waits for no one as consumer demands and technology constantly evolve.

“The U.S fitness market is projected to reach $302 billion by 2034, with 60% of Americans using some form of fitness technology already,” said Peat. “Fitness On Demand is not only helping operators update their offerings in line with this seismic industry shift, but saving them upwards of $500 per month by combining technologies on one, simple-to-use platform.”

With regular updates and partnerships with brands such as Les Mills and Melt Method, Fitness On Demand’s commitment to innovation ensures that its platform remains at the cutting edge of technology and user experience. By continually refining its offerings and integrating new technologies, operators have every tool they need to stay ahead in a competitive market.

“Fitness On Demand is committed to evolving alongside the industry,” Peat concluded. “We’re here to empower operators to not only meet the needs of today’s fitness consumers, but far exceed them.”

Visit https://www.fitnessondemand247.com/atn for more information on how you can power your performance with Fitness On Demand.

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

The post How Accessible, Omnifitness Solutions Impact Member Experience & Retention 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.”

The post Fitness in Flux: How 2024 Redefined & Set the Stage for 2025 appeared first on Athletech News.

With over 135 million users and billions of logged activities, Strava highlights key fitness trends across the world. The Strava 2024 Year in Sport report highlights these trends, providing a comprehensive overview of the current fitness landscape.

Social Fitness on the Rise

In 2024, group activities became more popular than ever. Running led the way, with a 59% increase in running clubs and an 18% rise in group runs of 10 or more participants. Walking clubs saw a 52% growth. Sixty-six percent of Gen Z users reported making new friends through fitness groups, while 55% said that social interaction was their main reason for participating. One in five Gen Z respondents also met dates through group activities, underscoring a new role for fitness.

Balance & Recovery

The report also shows a trend toward more sustainable workout practices. The median activity length was 53 minutes, with most participants favoring shorter sessions. Among amateur Strava users, those who cross-trained were 10% more likely to meet their goals. Marathon trainees also recorded rest days for over half of their training cycles.

Overcoming Fitness Barriers

Strava’s data also highlighted barriers to fitness like schedule flexibility, particularly for women. Despite these challenges, women increased their participation, with an 11% rise in cycling and a 25% growth in weight training uploads. Women were also more likely than men to earn Strava Segment crowns, signaling strong performance trends.

Generational differences were evident in fitness goals. Gen Z participants prioritized mental health, while older generations focused on longevity. Boomers consistently recorded the highest weekly distances in running and cycling.

Gear Trends of 2024

The report also revealed gear preferences among users. Nike Pegasus topped the list of running shoes, while Garmin dominated tracking devices. Carbon fiber-plated shoes gained popularity, and featured in 44% of marathons logged, a 14% increase from 2023.

Generational differences extended to workout apparel. Gen Z favored coordinated outfits and oversized T-shirts, while older users preferred functional, understated attire. Black remained the most popular color for workout gear, with blue showing signs of increased preference for 2025.

Strava’s 2024 Year in Sport report underscores a broader cultural shift toward sustainable and social fitness practices, setting the stage for continued fitness growth and inclusivity in 2025.

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