Life Time, renowned for its amenity-rich luxury clubs where waitlists are the norm, has unveiled findings from its annual health and wellness survey, offering a glimpse into what 2025 may hold for fitness and wellness consumers.

More than 1,350 individuals (both general consumers and Life Time members) participated in the survey, which was conducted from December 11 to December 23. 

Here are some key takeaways from Life Time’s 2025 Wellness Survey:

According to Life Time’s findings, things are off to a good start when it comes to consumer interest in health and fitness. Notably, 74.7% of respondents plan to prioritize their health in 2025—a nearly 20% increase from 2024.

Building strength emerged as a top goal for the third consecutive year, followed by improved nutrition, increased physical activity and weight loss.

Ahead of 2025, Life Time discovered that over half of respondents (69.1%) plan to increase their time spent in the sauna or try it for the first time in the new year. On the other hand, 42.4% expressed interest in using ice baths or cryotherapy, while 50% are looking to explore assisted stretching services.

Regarding GLP-1s, over half (60.8%) believe weight loss medications have the potential to improve overall health. It’s an area Life Time has invested in with the launch of Miora, which is centered on longevity, weight loss and performance protocols and offers weight loss medications.

Well over half (59.5%) of respondents reported taking a daily supplement, with protein powder, multivitamins and vitamin D being the most popular choices. Regarding new nutrition and wellness trends, nearly half (48.6%) said they prefer guidance from certified professionals.

When it comes to fitness apps, most respondents use them primarily for workouts, followed by data tracking, nutrition and meditation.

Finally, survey participants identified strength training as their preferred workout method, slightly edging out cardio-focused workouts.

“People of all ages are realizing the benefits of strength training and recovery by making it a priority in their routine,” said Danny King, Life Time’s director of recovery and performance. “At Life Time, we’re continuing to expand the size of our strength training spaces and recovery zones on our exercise floors, prioritizing equipment that fits a variety of body types and doubling down on our digital content.”

King also noted Life Time’s complimentary digital app, which makes it easy for users to discover strength training routines and coaching.

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As people worldwide toast to the New Year, new research sheds light on the potential health benefits of moderate wine consumption — offering food for thought for those enjoying a celebratory glass. A recent multicenter study, led by the University of Barcelona and published in the European Heart Journal, suggests that drinking wine in moderation may reduce the risk of cardiovascular complications, though experts caution that more research is needed to solidify these findings.

Study Highlights: Wine and Cardiovascular Health

The study analyzed 1,232 participants in the PREDIMED project, a significant epidemiological study investigating the Mediterranean diet’s impact on heart health. Researchers used tartaric acid, a biomarker unique to grapes and wine, to objectively measure wine consumption — marking a departure from traditional reliance on self-reported data, which is prone to inaccuracies.

Results indicated that light wine consumption (one glass per week to less than half a glass per day) was associated with a 38% reduction in cardiovascular complications, while moderate consumption (half a glass to one glass per day) lowered the risk by up to 50%. However, these benefits disappeared when consumption exceeded one glass daily. Researchers emphasized that moderate wine consumption should always accompany meals, aligning with Mediterranean dietary practices.

The study adds to the ongoing debate surrounding alcohol’s role in health. While excessive alcohol consumption is unequivocally harmful, the effects of moderate wine consumption remain contentious. Some studies highlight protective cardiovascular benefits, while others find no significant effects. Lead researcher Ramon Estruch noted that conflicting results often stem from unreliable consumption records, a challenge this study sought to address through biomarker validation.

Despite the promising findings, experts, including co-author Inés Domínguez, urge caution. “The observational nature of the study limits our ability to establish causality,” she stated. The researchers highlighted two paths for future investigation: randomized nutritional intervention studies and mechanistic studies exploring wine’s anti-inflammatory compounds, such as resveratrol. However, randomized studies are resource-intensive, and results may take years to materialize.

A Balanced Perspective

While this study supports moderate wine consumption as a potential heart-healthy choice within the context of the Mediterranean diet, it underscores the need for further research. The findings offer a nuanced perspective for health-conscious individuals looking to embrace both tradition and science in the New Year.

As 2024 ends and 2025 begins, experts advise moderation and mindfulness — whether raising a glass or considering the broader implications of dietary choices. For now, the relationship between wine and heart health remains a topic of careful consideration, ripe for further exploration between health coaches and clients.

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

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

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

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

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

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

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

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

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

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

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

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MyFitnessPal, an OG in the food-tracking app space, has released preliminary data revealing that nearly 50% of its app subscribers who use the app daily achieved their weight loss goal (5%) within 16 weeks, with premium users logging a higher success rate (49.3%) than non-premium users (46.9%).

“Those who actively logged food in MyFitnessPal and engaged more frequently with the app were statistically more likely to reach their weight loss goal within four months,” said Dr. Zhaoping Li, professor of medicine and chief of the division of clinical nutrition at the University of California, Los Angeles. “This finding underscores the role of consistent food tracking as a cornerstone of progress towards weight loss goals.”

As MyFitnessPal points out, committing in the early stages appears to pay off. According to the nutrition app’s internal data, MyFitnessPal found that those who logged their food at least four days within their first week were seven times more likely to make measurable progress toward their weight loss goals.

“Whether you’re just starting out or navigating a medically-supported program, MyFitnessPal offers the tools and insights to support you every step of the way,” MyFitnessPal CEO Mike Fisher said. “While weight loss can seem daunting, just logging one meal can be the start of success.”

Fisher was appointed CEO of the popular nutrition-tracking app last year.

The platform has also been shown to be effective in medical weight management programs, such as Australia’s Medmate, a telehealth company that integrates GLP-1 medication with a premium MyFitnessPal subscription. Those who tracked their food intake with the app were 32% more likely to stick to their GLP-1 treatment than those who did not track foods, and by the eighth week, 37% who tracked their meals remained engaged in the weight management program.

“These results underscore the importance of food tracking in enhancing adherence to complex medical treatments and fostering long-term behavior change,” Medmate CEO and medical director Dr. Ganesh Naidoo said.

MyFitnessPal recently released a new voice-to-text feature for premium members this month, making tracking nutrition intake even easier. The latest offering follows MyFitnessPal’s other tools, such as barcode and image-based meal scanning.

“At MyFitnessPal, we’re always looking for new ways to make nutrition tracking easier and less time-consuming for our members,” MyFitnessPal chief product officer Tim Holley said. “Voice Log is a big step forward in simplifying the experience. By making logging more intuitive, we’re helping our members stay focused on reaching their goals.”

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The global wellness market is projected to grow to nearly $9 trillion in 2028 as consumers embrace new ways of living, moving and being.  

This is good news for the fitness industry, which is enjoying increased foot traffic at gyms and strong member engagement numbers, although getting more Americans involved in fitness remains a vexing problem.

The rise of longevity services, GLP-1 weight-loss drugs and holistic wellness presents massive opportunities for fitness brands, but also exposes the industry to increased competition from new entrants. Meanwhile, the popularity of strength training is reshaping the way gyms look across the globe, while the rise of AI begins to transform the way fitness brands do business.

To get you ready for a new year, Athletech News breaks down the top fitness and wellness trends to watch in 2025:

• 

  Longevity & Recovery Become Big Business

  The longevity movement took off in 2024 as medical professionals, influencers and everyday wellness enthusiasts alike became enthralled with the idea that scientific breakthroughs and lifestyle choices can help people live better, for longer. 

  Amid this backdrop, longevity and recovery services are steadily making their way inside gyms, health clubs and studios. High-end brands like Life Time and Equinox now offer their members access to services including weight-loss support, biomarker blood testing and personalized health plans (for an extra fee), pushing us closer to a reality where the gym replaces – or at least competes with – the doctor’s office. 

  On the more modest end of the pricing spectrum, high-value, low-price (HVLP) gym chains including Crunch Fitness, Chuze Fitness, EōS Fitness and others are adding recovery modalities like infrared saunas, along with “recovery rooms” stocked with massage guns, massage chairs and more. With premium memberships at HVLP gyms available for $40/month or less, it’s becoming easier than ever to get a holistic wellness experience at your local big box. 

  The rise of longevity isn’t relegated to gyms and studios, either. Wellness and longevity centers are popping up across the United States, offering everything from GLP-1s to cryotherapy to testosterone replacement therapy (TRT). Restore Hyper Wellness is the leader with over 200 locations, but emerging brands like Next Health, Serotonin Centers, Lindora and Humanaut Health are projecting growth in the years ahead.

  Direct-to-consumer longevity is big business, too. According to a survey conducted by YouGov, 45% of Americans say they’re taking supplements to fight the aging process. Timeline, a maker of supplements with an active ingredient designed to slow aging at the cellular level, raised $66 million in funding in early 2024. 

  Those bullish on the science of longevity believe the movement is just starting to gain a critical mass in America. 

  “Today, when I talk to people about slowing down aging, nine out of 10 are telling me, “I shouldn’t be doing it,’” Anar Isman, the CEO of longevity startup AgelessRx, told ATN. “I envision a world in five to 10 years where that’s going to completely flip on its head, where nine out of 10 people are going to be saying, ‘You don’t want to slow down aging? What’s wrong with you?’”

• 

  Fitness Wearables Evolve Into Healthcare Companions

  Fitness wearables are more popular than ever – nearly half of all consumers surveyed by McKinsey reported having purchased a fitness wearable at some point in time. Wearables have also come a long way from the days of simply tracking steps and calories burned from workouts. 

  As tech advances, wearable makers are envisioning a future where your smartwatch, smart ring or other tracking device becomes your personal health companion.

  Smart ring giant Oura acquired metabolic health company Veri earlier this year and has partnered with Dexcom, makers of the first FDA-cleared over-the-counter continuous glucose monitor (CGM) device. Oura and Dexcom are working to create an ecosystem where users can understand how their glucose levels interact with metrics like activity, sleep and stress. Oura is also highly active in women’s health, adding features like Cycle Insights and Pregnancy Insights, along with perimenopause features. 

  “Wearable tech is for anyone who wants to better understand the state of their health and live more optimally, for longer,” Oura CEO Tom Hale has said. 

  Garmin is also working to make its smartwatches part of the future of healthcare, something the brand has termed “smartwatch-enabled digital health.” Thanks to Garmin Health, Garmin wearables have been part of more than 1,000 research studies in areas including sleep, well-being, rehabilitation, physical activity, and disease management. 

  Not to be outdone, Apple has also signaled its ambitions to play a bigger role in healthcare in the years ahead, with Apple Watches at the forefront. 

  “It’s clear to me that if you zoom out way into the future, and you look back and ask what Apple’s biggest contribution was, it will be in the health area,” Apple CEO Tim Cook told “Wired” in December. 

• 

  Strength Training Is Here To Stay. Pilates Might Be, Too

  We named strength training as one of our trends to watch in 2024, and the modality has only increased in popularity since then. Appreciated for its anti-aging, functional and metabolism-boosting benefits, strength training is everywhere, from gyms to TikTok. Even Peloton has embraced the modality, releasing a dedicated strength training app in hopes of bringing more fitness fans into its ranks.

  Big-box gyms across the country are racing to add strength training equipment like Olympic lifting platforms and other free weights to their fitness floors while ditching cardio equipment. Some gyms are even rethinking their group exercise offerings to account for the rise of strength – Vasa Fitness will introduce Studio LFT, a group-based strength training class featuring power racks, benches and plyometric boxes, in early 2025.

  Strength training isn’t just lifting heavy weights, though. Pilates’ surge in popularity over the past few years is thanks in no small part to a rise in awareness around the benefits of strength training. Functional fitness concepts like Pvolve have also become highly popular since the pandemic, buoyed by women embracing strength training in larger numbers than ever before.

  Pvolve president Julie Cartwright believes strength training is here to stay since people are becoming more aware of the science-backed benefits of adding muscle, especially for longevity.

  “I really do think it’s education in the marketplace,” Cartwright told ATN when asked about strength training’s rise and staying power. “Post-COVID, we’re all taking a more active role in our own self-care, in living better, longer. There’s (more) messaging about the importance of muscle mass and what it does for your longevity and health span.”

• 

  Will AI Impact Fitness Experiences?

  AI is changing the world, but will it actually change the way we work out?

  Much has been made in fitness industry circles about the promises (and potential nightmares) of artificial intelligence, but if you ask most gym-goers, the way they participate in fitness probably hasn’t changed too much since before the emergence of ChatGPT.

  “I think much of the AI application in the gym space has been somewhat overhyped,” Matt Wright, the vice president of growth and development at gym chain Healthtrax Fitness & Wellness, has told ATN.

  Can the fitness industry make AI a bigger part of the in-gym experience? Should it?

  Future is using AI to democratize access to virtual personal training, Lumin fitness has big expansion plans as the world’s first AI-powered boutique fitness studio and at-home fitness brands like Tempo and Tonal are using AI to make strength training effective and easy for newbies and fitness buffs alike.

  But as we head into 2025, those brands remain the exceptions rather than the norm. Despite this, some insiders believe it’s just a matter of time before the gym is transformed by AI and other tech.

  “I think in the next 5, 10, years in the U.S., you’re going to see transformative changes within gyms, where technology and AI – and personalization of training programs – is going to take place,” Marc Magliacano, a managing partner at private equity firm L Catterton, said during ATN’s DISRUPT 2024 video series earlier this year.

  If Magliacano’s AI prediction comes to pass, it could spell bad news for real-life personal trainers.

  “Unfortunately, I believe that personal training from a human perspective will be under review, frankly, just to say it nicely,” he said.

• 

  Investors Are Bullish on Fitness Again

  The fitness and wellness industry has rebounded quite nicely from the pandemic, and investors are taking notice.

  2024 was marked by high-profile deals including L Catterton’s acquisition of Solidcore and the firm’s investment into fitness tech brand EGYM, as well as the mega merger between Anytime Fitness parent company Self Esteem Brands and Orangetheory Fitness.

  Meanwhile, private equity groups continue to pour money into large franchisee groups, enabling sophisticated operators to create large portfolios of franchised gym brands in systems including Crunch Fitness, Planet Fitness and Anytime Fitness.

  Consolidation is also happening at the corporate level as larger fitness brands buy up smaller ones. Barre3, a barre fitness franchise brand with around 200 locations nationwide, has acquired competitors including The Barre Code and Barre Centric, while gym giant LA Fitness acquired XSport Fitness earlier this year.

  Experts have told ATN they expect to see more big-time investments in fitness brands in 2025 as people embrace health and wellness – and as the industry moves further away from the carnage of the pandemic.

  “2025 is going to be a huge year for fitness” in terms of deal-making, Jeremy Hirsch, head of franchise and multi-unit services at Houlihan Lokey, predicts. “You’re going to have a lot of investors spending a lot of time on this category.”

The post The Fitness & Wellness Trends To Watch in 2025 appeared first on Athletech News.

It’s no secret that physical activity leads to a healthier, longer life. But for those over, or at least getting close to the hill, this is especially true, a new study suggests. 

Researchers working with the British Journal of Sports Medicine found that low physical activity (PA) is tied to increased mortality. The researchers used a predictive model based on device-measured PA risk estimates and a life-table model analysis to establish results. The life table used included 2019 United States population and 2017 mortality data. Participants were 40 years or older with PA levels based on data from the 2003-2006 National Health and Nutritional Examination Survey. 

The study discovered that if all individuals were as active as the top 25% of the population, Americans over the age of 40 could live an extra 5.3 years on average. Dr. Mary Njeri Wanjau, who worked on the project, called the five-year figure “whopping” while referring to it on social media. 

The trial also saw individuals in the lowest activity quartile experience the largest bump in lifetime per hour through PA as simple as walking. An additional hour of doing so could add roughly 6.3 hours of life expectancy, per the report. 

While notable, these findings follow what we’ve heard from the industry at large, specifically regarding older individuals. Another study earlier this year found that weight training can offer long-term health benefits for individuals of a “retirement age.” While 40 is a long way from senior citizenry, an additional study also found that HIIT may improve cognitive health for those aged 65 to 86. 

The British Journal of Sports Medicine also recently discovered a link between high cardiorespiratory fitness and reduced risk of Dementia. It published other findings this year from the University of Sydney explaining how a few minutes of vigorous, incidental PA a day can significantly reduce the risk of major cardiovascular events in middle-aged women who don’t engage in structured exercise.

The post Physical Activity Can Add 5+ Years to Your Life, Study Finds appeared first on Athletech News.

The field of longevity, essentially the science of living better, for longer, shows no signs of slowing down. 

Driven by Americans’ growing distrust of the traditional healthcare system and the rise of wellness-focused podcasts and social media content, an entire industry has formed, with longevity-focused companies reeling in millions in funding to chase what once seemed like an impossible goal: delay – or even reverse – the aging process.

Three leaders of the burgeoning longevity movement – Dr. Mark Hyman, a physician and co-founder of Function Health, Dr. Frank Lipman, a functional medicine doctor who runs the Eleven Eleven Wellness Center in New York City, and Naveen Jain, the founder and CEO of personalized health testing company Viome, sat down during ATN’s DISRUPT video series to give their thoughts on this emerging field. 

ATN breaks down some key insights from their conversation, including the rise of longevity science, the future of GLP-1s, and the potential of personalized healthcare.

Understanding the Longevity Boom

What’s behind the longevity boom? For starters, the science of health optimization has come a long way in just the last few years, according to Dr. Hyman. 

“There’s been a tremendous boom in the science,” Dr. Hyman said. “Up until a few years ago … it’d been a neglected area. The (National Institutes of Health) has spent almost nothing studying aging itself because it was thought to be this irrevocable process that you could do nothing about. But then a bunch of billionaires who don’t want to die started pouring millions and billions of dollars into longevity research, and so now there’s a whole field of longevity science.”

According to Dr. Hyman, the field of longevity science is about understanding the “underlying mechanisms for how we grow old” and then finding ways people can slow or even reverse the biological aging process through a combination of lifestyle changes, medication and supplementation. 

“For the first time in history, we actually are understanding that the things that happen to us – that typically happen to us as we get older – such as heart disease, diabetes, cancer, Alzheimer’s – these are not inevitable consequences of aging,. Neither is frailty or disability or dysfunction; these are optional,” he explained. 

As the science of longevity has risen, so too has the general public’s interest in health optimization, at least among a certain portion of the population. 

Jain, who founded Viome in 2016, believes the COVID-19 pandemic kickstarted things, creating an urgency that prompted people to become more aware of their health.

“I really think COVID made us realize that you don’t want to be sick and go to the hospital,” Jain said, noting that many people who got severely ill or died from COVID had “comorbidities” that exacerbated the virus. 

“During COVID, we realized that we can become the CEO of our own health,” he added. “We realize that health is not something that happens to us, it’s actually something we can control.”

GLP-1s, Other Drugs Show Promise for Anti-Aging

While Dr. Hyman and Dr. Lipman were both quick to note that healthy lifestyle choices including proper sleep, diet and exercise are the foundational pillars of longevity, they believe drugs can make a difference, provided they’re the right ones and are dosed properly. 

Dr. Lipman believes GLP-1 agonists have a future beyond helping people manage diabetes or lose weight: in low doses, they can be powerful longevity drugs.

“I see (GLP-1s) as a wonderful anti-aging medication at a low dose,” he said, noting the proper dosage is significantly lower than what’s typically prescribed for weight loss and that GLP-1s must be accompanied by proper diet and exercise. 

Peptides (including GLP-1s like Ozempic) in general are highly promising, Dr. Lipman believes, citing clinical results. 

“I’m a huge fan of peptides,” he said. “I’ve seen it help myself and many, many of my patients.”

Dr. Hyman believes rapamycin shows promise as an anti-aging drug. 

“(Rapamycin) has a lot of really good data in animal models and human models as well,” he said. “Taken intermittently and at low doses, (it) can actually extend life and improve the quality of life and healthspan.”

The Function Health co-founder is more skeptical of metformin, another drug that’s become popular in longevity circles for its potential anti-aging effects. He cited the lack of a large, randomized control trial on the drug’s effects and some concerning findings from interventional trials.

“When you look at the interventional trials, for example, on metformin, it has a lot of benefits, but it doesn’t work better than lifestyle,” Dr. Hyman explained. “And it inhibits something called mitochondrial complex I, which inhibits your ability to build muscle and improve your mitochondrial function, which is critical for aging.”

Is Personalization the Key to Living Longer?

According to Jain, who was inspired to create Viome after his father passed away from pancreatic cancer, personalization is the key to longevity. 

Viome offers at-home health tests that measure people’s oral microbiome, gut microbiome and cell activity. The platform then offers personalized food, supplement and lifestyle recommendations based on the results. Viome also offers CancerDetect, a test that’s designed to detect biomarkers associated with early-stage oral and throat cancer, although that service is not yet FDA-approved. 

“That’s fundamentally, I think, a foolish idea, that we’re going to find one single silver bullet that’s going to help humanity live healthier and longer,” Jain said. “I believe … there’s going to be 8 billion silver bullets. That means everything is going to be personalized to what’s happening inside your body.”

For Dr. Hyman, who co-founded Function Health in 2021, the future of healthcare won’t just happen inside doctors’ offices, it will happen at home, in gyms and elsewhere. Function offers blood tests that measure 100-plus biomarkers, including hormones, thyroid, heart, metabolic, autoimmunity and toxins, providing users with personalized health recommendations from doctors based on the results. 

Last year, Function partnered with Equinox to make its platform available to Equinox members as part of a new longevity membership that includes blood test data and integrated personal training services. While that program will run Equinox members around $40,000 per year (a regular Function Health membership is cheaper, costing $499 per year), Dr. Hyman hopes it marks the beginning stages of making longevity science accessible to a larger swath of the population.

“What we’re talking about is a revolution in consumer-driven healthcare where people are now wanting their own data, wanting to know what’s going on, are not happy with the healthcare system and (are) looking for other places to engage to optimize their health,” Dr. Hyman said. “That’s what …. our partnership with Equinox is doing. That’s what (Jain) is doing with Viome. That’s what (Dr. Lipman) has been working on for his whole life.”

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With the global wellness market now worth $5.6 trillion and climbing higher every year, there’s never been a better time to want to be healthy – or be in the business of helping people get healthy.

As part of DISRUPT, Athletech News’ can’t-miss video series, industry experts took a deep dive into the world of wellness and the related sectors of recovery and longevity, including the rise of GLP-1 weight loss drugs, hot and cold therapy, and the growing field of longevity science.

Topics of discussion also included the growing role fitness facilities are playing in supporting members on their health journeys.

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

Personal Trainers in the Wellness Era

• Darlene Marshall, MAPP, NASM Subject Matter Expert, NASM
• Rich Fahmy, M.S., Senior Content Development Manager, NASM
• Moderated by Joy Keller, Athletech News

Pricing Recovery: How To Monetize the Wellness Craze

• Lee Braun, Founder and CEO, Perspire Sauna Studio
• Lisa Semerly, Chief Revenue Officer, Halotherapy Solutions
• Rachelle A. Reed, Scientific Advisor, Perspire Sauna Studio
• Moderated by Joy Keller, Athletech News

Wellness Room: Building the Ultimate Recovery Experience

• Brynn Scarborough, President and CEO, Wellness JK
• Mike Hansen, Entrepreneur and Founder Advisor, Mike G. Hansen
• Robbie Bent, Co-Founder and CEO, Othership
• Moderated by Edward Hertzman, Athletech News

The Booming Business of Longevity

• Dr. Frank Lipman, Founder, Eleven Eleven Wellness Center
• Dr. Mark Hyman, Co-Founder & Chief Medical Officer, Function
• Naveen Jain, Founder and CEO, Viome
• Moderated by Edward Hertzman, Athletech News

Unlocking Metabolic Health

• Colleen Cutcliffe, Co-Founder and CEO, Pendulum
• Darshan Shah, MD, Founder and CEO, Next Health
• Moderated by Tricia Madden, Fit Pro Programming/IDEA World

Beyond Fitness: Why the Future of Healthcare Is Happening Inside Clubs

• Julia Klim, Vice President of Strategic Partnerships & Business Development, Equinox
• Spencer Honeyman, Chief Commercial Officer, Vi Labs
• Nina Crowley, PhD, RD, Director of Clinical Education & Partnerships, Seca Medical Body Composition
• Moderated by Edward Hertzman, Athletech News

The Future of Metabolic Health With Jeff Zwiefel

• Jeff Zwiefel, Health & Fitness Expert Strategist & Advisor, Former President & COO, Life Time
• Edward Hertzman, Athletech News

The post Watch Now: DISRUPT Wellness, Recovery & Longevity Content appeared first on Athletech News.

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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Greg Glassman, CrossFit founder and the driving force behind its rise as a modern fitness sensation, is writing his next chapter—just over four and a half years after stepping down as CEO and putting CrossFit up for sale.

Enter MetFix (short for Metabolic Fix), a methodology grounded in Glassman’s body of work that blends the mechanics of movement and how the body processes energy through nutrition – a program that intends to equip coaches with the tools to improve health and save lives.

The new venture comes at a pivotal time, with a new administration soon taking hold, vowing to Make America Healthy Again and as discussions ramp up regarding the dangers of ulta-processed foods and consumers are increasingly interested in health and longevity. 

For Glassman, MetFix is more than a new business model, but perhaps a comeback following numerous controversies, including accusations of racism in the wake of the death of George Floyd, as well as sexual harassment allegations – both of which Glassman has denied. Although the turbulence of 2020 led to the disaffiliation of numerous CrossFit gyms (with others impacted by the pandemic), CrossFit has largely remained one of the few entities resistant to full-scale cancellation — with devotees of the fitness method in abundance. 

And in a nation divided on numerous issues, MetFix plans to burst onto the scene with a stance most would agree on—that chronic diseases are a serious issue. The framework of MetFix is reminiscent of CrossFit, though it carries a heightened sense of urgency to tackle the health issues plaguing Americans.

Dale King, an affiliate CrossFit owner who is reportedly leading MetFix’s affiliate program, sees MetFix as a return to the “original mission.”

“We’re losing the war to an enemy that has more funds, more weapons and more personnel, and we need to utilize these affiliates as an outpost in that work and basically create an insurgency through education and through connection and through fitness to serve as many people as we can,” he said in a MetFix Q&A video with Emily Kaplan.

Kaplan is deeply entrenched in the mission, having co-founded The Broken Science Initiative with Glassman in 2022, with MetFix serving as an offshoot. Multi-faceted, Kaplan has served as principal of The Kleio Group, a strategic communications firm, founded the women-focused Prime Fitness and Nutrition and has experience as a gym owner, podcast host and journalist.

To hear Kaplan tell it, MetFix is an opportunity to hone in on the science of nutrition.

“The big piece is that the base of the pyramid is nutrition, and that wasn’t sort of well-delivered or explained in a technical sense, back when [Glassman] launched 20 years ago,” she explained.

The first 100 affiliates granted access to the MetFix platform include those with a keen interest in The Broken Science Initiative, longtime affiliate owners “in the know” about ongoing developments and those who regularly attend events.

“I thought we would have a few hundred people interested — we’ve had thousands,” Kaplan said. According to a post on Instagram, more than 3,000 affiliates have applied in hopes of securing one of a hundred spots. She emphasized MetFix’s intentional rollout, ensuring that all of the proper systems are in place before expanding.

Although details are limited, New Species CrossFit will be among the first to adopt and promote MetFix within its fitness community, with gym owner John Hunnicutt describing the program to the New York Times as a “grown and sexy version of CrossFit with a little bit more on the critical thinking.” Part of that includes MetFix’s integration of functional fitness and nutrition that has a strong anti-carb focus.

It remains to be seen just how public-facing Glassman will be as MetFix launches, although Kaplan revealed that two-day seminars led by Glassman are slated for sometime in 2025.

In addition to MetFix, there are two other “societies” that appear to be in development, according to the Broken Science Initiative: a medical society and an educational society. The medical society, launching in June, is described as an initiative dedicated to tackling systemic issues affecting modern medicine, while the educational society is aimed at promoting curricula that foster critical thinking, including the philosophy of science.

In the meantime, King emphasizes that MetFix is looking for affiliates who “aren’t afraid to fight.”

“This is a community driven and led thing,” he said. “We’re finding people who are rebels and want to take it to the fight and fight chronic disease.”

As for 2025, it will be the “year of MetFix,” Kaplan said.

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The global health and wellness market is set to soar, with new projections estimating a growth of $1.93 trillion from 2024 to 2028, according to a new market research report from Technavio. The growth is driven by a surge in demand across various sectors, including beauty and personal care, health-conscious foods, wellness tourism, fitness equipment and preventative and personalized health services.

Leading the charge as the fastest-growing segment is the global beauty and personal care market, according to Technavio, which is being shaped by a growing consumer interest in organic and natural products and is underscored by a broader focus on health and wellness.

Technavio also highlights the rise of alternative therapies such as acupuncture and herbal supplements, as well as the increasing popularity of stress management products, functional foods, fitness programs and mental health retreats—all contributing to a new holistic approach to well-being.

There has been a noticeable crossover between personal care products and wellness as of late, with beauty-focused retailers, such as Ulta, onboarding new brands for consumers to explore.

Neom Wellbeing, a luxury brand based in the U.K. known for its diffusers, skin and hair care products, has entered the U.S. market on Ulta.com and is set to launch in select Ulta Beauty stores beginning next month. Ulta has also tapped health and wellness brand Apothékary to join its online shelves as its first sober-curious product, designed for health-conscious consumers.

The area of nutrition has seen several developments this year, with brands like Gainful, offering personalized supplements and Bioniq providing user-specific blends powered by blood tests or a quiz. Functional foods have also gained traction, such as fiber-packed products from Vibi+, gut health-supporting power from Supergut, and nootropics — believed to enhance cognitive function — from Odyssey. The door is also open for vegan-based brands to elevate lentil and bean-based products, especially in light of proposed dietary guidelines encouraging a more plant-based diet.  

Fitness brands are also responding to the growing interest in wellness. Fitness On Demand, a global leader in omnifitness with customers in 20 countries, has invested in developing expert-led recovery classes, mindfulness and nutrition guidance for its platform. 

“At Fitness On Demand, we’re fully aligned with these shifts,” Fitness on Demand CEO Andy Peat said. “Our offerings are tailored to meet rising member expectations at the gym, at home and on the go. 

Famed fitness pioneer Tracy Anderson has taken a similar position, opening a London studio this year within Surrenne, an exclusive well-being and longevity-focused club that complements her fitness method and encourages easy access to Hyperice and Hypervolt products, spa treatments and steam rooms.

Wellness retreats are also becoming a popular escape amid the booming wellness tourism sector. Celeb-loved The Ranch has expanded to the East Coast by way of Malibu, offering guests six hours of daily, low-impact exercise, guided hikes, low-impact strength training or core-focused classes and restorative yoga or meditation. Canyon Ranch, on the other hand, has launched a $20,000 longevity-focused stay that includes a battery of tests.

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Perspire Sauna Studio, a leading sauna therapy franchise, is expanding into Raleigh, North Carolina, under an eight-unit development agreement led by husband-and-wife team Cory and Kelly Hess.

The first Raleigh location is set to open in early 2025, with additional studios planned for the city and its surrounding areas. 

“As former college athletes and lifelong advocates of maintaining a healthy lifestyle, we’ve experienced the incredible benefits of infrared saunas firsthand,” Kelly Hess said. “This is more than a business for us – it’s a way to bring accessible wellness solutions to the community we’ve called home for nearly a decade.”

The duo brings a strong blend of franchising and wellness expertise. Kelly Hess has spent the past eight years managing seven European Wax Center locations, while Cory Hess has over 20 years in the healthcare industry, including serving as president of a Raleigh-based health system.

“We are thrilled to expand into the vibrant Raleigh market with Cory and Kelly,” Perspire Sauna Studio founder and CEO Lee Braun. “Their passion for wellness and deep ties to the community make them the ideal partners to bring our transformative wellness experience to the area.”

As consumers increasingly seek methods to support longevity and recovery, saunas have become a booming business. One recent projection from Grand View Research finds that the North America sauna market is expected to reach a projected revenue of $341.0 million by 2030.

The sauna franchise offers both infrared and red light therapies, allowing customers to stack both options together in a single visit. The combination of the two results has a powerful impact and offers the most effective and cost-efficient method, explained Jackie Mendes, Perspire Sauna VP of franchise sales.

She noted that red light promotes cellular regeneration, while the infrared heat from the sauna ignites and improves the body’s immune system.

“I liken it to lifting heavy weights,” Mendes said. “During strength training, we create small tears in our muscles, which the body then repairs, and that makes us stronger. The heat in an infrared sauna works the same way.”

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Could neighborhood “walkability” promote better health through increased walking activity? A new study suggests the answer is yes.

A paper published this month in the American Journal of Epidemiology explored the connection between infrastructure that supports walkability and increased weekly walking time. The study found that a 55% improvement in walkability leads to a 23% increase in weekly walking minutes.

Using data from roughly 11,000 twins taken from 2009 to 2020, researchers found that walkability can add up to 18 extra minutes of walking per week for each resident. Perhaps unsurprisingly, residents of more walkable areas, such as urban neighborhoods, showed higher levels of walking participation.

Lead author Glen Duncan, a professor of nutrition and exercise physiology at Washington State University, told ScienceDaily that these findings could be transformative for a nation that is largely sedentary.

“We have so many people in the U.S. population who don’t get sufficient activity,” he said. “If we could shift the percentage of the population that just took on more plain old walking, we would see real health benefits.”

Duncan also highlighted the simplicity of walking – which does not have to be as extreme or advanced as rucking. 

“You don’t have to spend loads of money on fitness clothing and the best gear,” he pointed out. “Walking is a very natural thing. You just lace on some shoes and head out the door.”

And, walking doesn’t have to be boring. Some fitness enthusiasts have adopted “retro walking,” where they walk backward to improve balance and speed. 

Wearables and apps can also support the habit of walking, making it easier for individuals to track steps. This year, Texas-based startup Card.io, a gamified cardio fitness app, secured an investment on the Season 16 premiere of ABC’s “Shark Tank.” The app – which will now target corporate wellness programs – encourages communities to band together and compete in Turf Wars, claiming (and defending) their neighborhood by walking, running or cycling. 

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The Wellness Tourism Association (WTA) has recognized Antigua and Barbuda, a twin-island country, as its first wellness destination amid increasing excitement over the wellness travel sector.

The group defines a wellness destination as a region that fosters and promotes wellness within the community and local economy while meeting specific criteria, such as a safe and secure environment, clean and sanitary infrastructure for residents and visitors and an economy that ensures locals benefit from tourism spending.

Additional attributes include natural landscapes such as hot springs, mountains, bodies of water or forests, sustainability policies and practices and availability of professionals and practitioners, including those offering holistic and alternative modalities. The group also looks for destinations with restaurants that prioritize healthy cuisine and collaborate with local growers and areas that offer fitness and activity opportunities like yoga and hiking.

While extensive, WTA President and CEO Anne Dimon says these benchmarks are crucial in determining whether an area qualifies as a true wellness destination.

“It is vital to the continued growth of wellness tourism that consumers are clear on what awaits them on their travels,” Dimon said. “WTA sees the nine-point criteria as a necessary foundation for any region of the world proclaiming itself a ‘Wellness Destination.’”

Antigua and Barbuda Tourism Authority CEO Colin C. James says the country is proud of the recognition from the WTA.

“Antigua and Barbuda, with our pristine beaches and lush landscapes, offer a unique blend of natural beauty and tranquil environments,” James said. “Coupled with a unique array of wellness activities tailored by professional wellness service providers, our offerings are designed to rejuvenate body and mind. Meeting the WTA’s criteria allows us to position Antigua and Barbuda as a premier Wellness Destination.”

Among the several trends shaping the wellness tourism sector, fitness experiences are booming as travelers use their time off to gain an edge in pickleball, basketball or golf, rather than lay beachside.

The Aurora Anguilla Resort & Golf Club offers 11 pickleball courts for players of all ages and levels, with tourists able to book personalized private lessons, join group clinics or participate in tournaments. Those looking to level up in basketball may be interested in Canyon Ranch, which offers its guests athlete-inspired experiences at select locations in partnership with the National Basketball Players Association (NBPA). The two have created the NBPA Peak Performance Program, a four-day curated experience covering strength and conditioning, recovery treatments, mindfulness practices and nutrition optimization.

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Noom is introducing oral medications for weight loss at a $29 entry price for those who are uneasy about needles, have a lower BMI than needed to qualify for GLP-1s or are preparing to transition off of the industry-disrupting weight loss drugs.

The first oral medication from the digital healthcare platform will include Metformin, a medication designed for managing type 2 diabetes that can be prescribed to boost weight loss. Metformin will be available for eligible new members this month and will be offered an upgraded service for Noom Weight members in early 2025. 

“This product is about more than a pill. It represents lasting change and includes Noom’s complete weight loss program,” Noom CEO Geoff Cook said. “Combining medication with behavior change is powerful because the patient is more likely to experience early success, leading to a greater likelihood to stick with the program and transform a new habit into permanent lifestyle change. With the addition of oral medications, we provide a meaningful weight loss treatment option at a lower price.”

The FDA-approved medication has been referred to as a “wonder drug” for its versatility and minimal side effects. In addition to diabetes and pre-diabetes, Metformin has been used to manage polycystic ovary syndrome (PCOS) and could extend lifespan, making it a medication of interest for those invested in anti-aging solutions. Telemedicine platform AgelessRx offers the medication as not just a weight-busting drug, but a longevity tool.

Dr. Adonis Saremi, Noom’s chief medical officer, explained that Metformin increases the levels of an “anti-hunger” molecule. 

“This is the same molecule that is produced after vigorous exercise, a time when hunger is naturally suppressed,” Dr. Saremi said. “Metformin also helps lower glucose production and improves insulin sensitivity, both of which aid in weight loss. It also stabilizes blood sugar, which normalizes insulin levels, helping to burn fat.” 

Noom has been laser-focused on the weight loss medication space this year, launching a Muscle Defense fitness program to safeguard GLP-1 users against losing lean muscle mass and adding in-app body scanning technology for GLP-1 users to track their body composition.  More recently, Noom created a GLP-1 Supply Tracker and unveiled  high-protein meal replacement bars and shakes for those on weight loss medication users.

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As 2025 approaches and many Americans set intentions and resolutions for the new year, their weight is undeniably on their minds, according to Hims & Hers. 

While this may not seem like a stunning revelation—especially since a new year often prompts consumers to head to the gym and/or fill their grocery carts with healthier options, at least for a few weeks—a new report from the health and wellness platform highlights just how significant the issue of weight is for Americans.

The report, The Shape of America, is based on an online survey of 5,000 respondents aged 18 and older and demonstrates how the desire for weight loss has permeated all aspects of life, from household economics to self-worth.

Underscoring that weight is indeed a top concern for Americans, Hims & Hers reveals that 75% of Americans think about their weight every day, with 14% admitting it is a constant concern. 

Other findings from the report reveal that 85% of Americans believe at least one major area of their life would improve if they lost weight, while 83% acknowledge they are not at their desired weight. Over half (59%) agree or somewhat agree that their entire life would improve with weight loss, and 54% say their mood fluctuates based on the number on the scale.

On average, Americans would like to lose 42 pounds, and 77% are open to trying a weight loss method they haven’t yet explored. The desire to lose weight also has an economic impact: 81% of Americans say they would save money on household expenses if they lost weight.

The report also explores the connection between mental health and excess weight, revealing that 85% of individuals with obesity say their weight has negatively impacted their daily lives, making them more likely to skip work or withdraw from activities and goals.

Hims & Hers’ findings contrast with the body positivity movement (a point it acknowledges) and show that Gen Z survey participants report experiencing more body stigma, shame and trauma than older generations. Over half (54%) of Gen Z respondents admit to feeling, or having felt, inferior to others because of their weight.

The statistics from the Gen Z cohort could help explain why young consumers are seemingly more invested in health, fitness and wellness than older generations.  

Weight Loss Medication Market Continues to Surge

The results of the report stand out against the backdrop of rising weight loss medications—industry-disrupting drugs that are helping Americans to slim down, despite their often high costs.

It’s an area that Hims & Hers is now invested in, having ventured into the weight loss medication arena this year with compounded GLP-1 injections and weight loss pills. Last month, the platform issued a white paper demonstrating that its program has been successful, with 87% of its customers working toward, nearing or have already met their weight loss goal. 

It’s undoubtedly been a money-maker for Hims & Hers, as well. The company revealed in May that its weight loss offering is tracking to surpass $100 million in revenue by the end of 2025 and is growing faster than any specialty in its history. For the third quarter of 2024, Hims & Hers reported revenue of $401.6 million, a remarkable 77% increase year-over-year, and revealed that its subscriber base grew to 2 million, marking a 44% rise.

Impressive numbers, considering that access to branded GLP-1 medications (such as Ozempic) remains a struggle for many Americans due to shortages, particularly in states where obesity rates are higher. That’s a secondary area Hims & Hers is trying to correct, having introduced a GLP-1 Supply Tracker for individuals to share their experience and provide a clear picture to the Food and Drug Administration of the demand for the popular medications. 

“Our customers have demonstrated a clear gap in supply and demand, so we’re making it easy for everyone to share their experience and be a part of advocating for better access to the medications they need,” Hims & Hers CEO and co-founder Andrew Dudum said. “Part of our responsibility to the millions of customers who trust us with their healthcare is to understand the scale of the challenges they face and use our platform to combat them.”

More recently, Hims & Hers launched high-protein meal replacement bars and shakes for customers either on GLP-1 medications or looking to manage their weight. 

Experts agree that relying solely on weight loss medication without correcting lifestyle habits may limit success long-term, opening the door for fitness and wellness companies to meet new needs. In the meantime, leading brands such as Life Time, Xponential’s Lindora, Equinox, Noom and Echelon are gearing up, as JP Morgan projects that around 9% of the U.S. population (30 million) will eventually become a GLP-1 user in just six short years.

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As 2024 winds down, Tonal isn’t taking a beat. The smart home gym leader is reaffirming its impact on the fitness and longevity industry, reminding the world of its transformative power.

With a fresh ad campaign highlighting its role in the pivot away from cardio-heavy training methods, the upcoming launch of the world’s first Tonal Training Lab in January 2025—complete with a pop-up experience for devotees to train with Tonal coaches in person—and the leadership of a new CEO, Tonal has laid the groundwork to charge into the new year with momentum.

Earlier this fall, the smart home gym company announced that its chief, Krystal Zell—a Harvard Business School grad and one of the few female CEOs in the fitness industry—would be stepping down. Her tenure, which began in April 2023, coincided with an influx of $130 million in new funding as she course-corrected Tonal following the challenges many fitness companies faced in the post-pandemic landscape and put the brand on the map for its AI-driven, hyper-personalized strength training experience.

Citing a desire to recharge and spend more time with her family, Zell has handed the reins over to Darren MacDonald. A dedicated Tonal member and a seasoned business executive, MacDonald brings over 20 years of experience in global digital strategy and business development.

Now settled in as CEO, MacDonald opened up to Athletech News to share his vision for Tonal’s future and what’s on the horizon.

Home Gym Revival

Although competition has heated up in the home-based strength training space, MacDonald is firm that Tonal is truly redefining the strength training experience in several ways, including delivering proven results through thousands of coach-led workouts, both on-demand and live, all within the comfort of home.

While in-person fitness studios and gyms may have seen a surge in activity post-pandemic, Tonal has become an anchor for many at-home fitness fans due to its interactive and intuitive nature, giving rise to home gyms.

“Our system is smart, effective and efficient, combining advanced digital weights with personalized, AI-driven coaching that intuitively adapts to each person’s fitness level,” he says. “This means you’re building strength faster and breaking through plateaus without the mental load.”

He adds that one of the defining factors of Tonal is its relentless focus on advancing strength training capabilities, with its performance team continuously researching, testing and refining the features Tonal can deliver.

“Tonal doesn’t just track your progress; it analyzes it in real-time, collecting 50 data points per second to predict the best weights and offer precise coaching cues,” MacDonald explains.

The data, science and personalization behind Tonal’s approach isn’t just marketing speak. The results its smart home gym delivers are profound, with members regularly sharing before-and-after pictures in a Tonal Facebook group. It’s not uncommon to see members proclaiming that they’re in the best shape of their lives, even well beyond their twenties.

That could explain why Tonal boasts over 90% of members remaining active after a year, according to MacDonald.

Data-driven Innovation

As data remains central to Tonal’s mission, not a bit of it goes to waste. The smart home gym company takes a granular strategy with its State of Strength report, which draws insights from over 175,000 members, analyzing their routines, goals and fitness trends.

“This data informs future features, helps us tailor workouts and guides our performance team in creating impactful programs,” MacDonald says.

The latest report, he points out, revealed that Tonal members often skip leg day despite its well-known benefits. Such insights will help Tonal design workouts that better integrate lower-body training, ensuring members achieve balanced, full-body strength.

“We believe that this data set is the largest strength database in history and it powers the innovation that we bring to the market in ways that others simply cannot,” he adds.

To that extent, MacDonald reaffirms Tonal’s laser focus on advancing its technology to support the pursuit of long-term health.

“We feel like we’ve developed far and away the best strength product in the market and believe there is so much we can do to unlock software and hardware to help our members attain the strength goals they seek,” he says.

A Hint of What’s to Come

Looking ahead, Tonal intends to expand its distribution through partnerships, roll out software that further enhances the value for its members and enter new markets.

MacDonald remains tight-lipped about the upcoming partnerships in the works, but he reveals that one on the horizon is with a highly respected organization focused on improving heart health.

“Strength training is instrumental in cardiovascular wellness, so this partnership is meaningful for our team and aligns with our data on the health benefits of strength,” he says.

Last month, Tonal partnered with Truemed, a platform co-founded by Calley Means that makes it simple to use Health Savings Account (HSA) and Flexible Spending Account (FSA) funds for health-related purchases. The collaboration gives U.S. customers the opportunity to purchase a Tonal while saving up to 30%.

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