Congressional Democrats are renewing their push for a bill that would require gyms and fitness facilities around the country to carry fitness equipment that’s accessible for people with disabilities and potentially hire additional staff members.

Rep. Mark DeSaulnier (D-Calif.) on Tuesday introduced a bill designed “to promote the provision of exercise machines and equipment, and exercise and fitness classes and instruction, that are accessible to individuals with disabilities.”

DeSaulnier’s bill seems to be a companion to the “Exercise and Fitness for All Act of 2024,” which was introduced by Sen. Tammy Duckworth (D-Ill.) this summer. 

Duckworth’s bill contains language that would require gyms and other fitness facilities to offer “accessible exercise machines and equipment” to people with disabilities. It would also mandate that gyms and fitness facilities have at least one staff member on the floor at all times who is “trained to provide assistance to individuals with disabilities.”

If passed, the bill would direct the United States Access Board, a federal agency devoted to accessibility, to create guidelines for gyms and fitness facilities regarding accessible equipment. 

Duckworth, who has served as a U.S. senator since 2017, is an Iraq War veteran who lost both of her legs and partial use of her right arm in a helicopter accident during the war. She told Forbes this summer that since her injury, she’s encountered difficulties “finding fitness equipment I could use” in gyms. 

Duckworth has introduced the Exercise and Fitness for All Act before, including in 2021.

“I thought, ‘We really need to make sure people can access fitness facilities,’” Duckworth told Forbes regarding her motivation to re-introduce the bill this past summer.

While several legislative hurdles remain before the Exercise and Fitness for All Act of 2024 can become law, the fitness industry is already beginning to grapple with new federal regulations. 

In October, the Federal Trade Commission instituted a new “click to cancel” rule that will make it easier for consumers to cancel paid subscriptions, including gym memberships. The Health & Fitness Association (HFA), the fitness industry’s biggest trade group, has said the rule will create regulatory “burdens that will disproportionately affect small businesses” like mom-and-pop gyms and small fitness studios. 

For more information on federal and state legislation affecting the fitness industry, see here.

The post New Bill Would Force Gyms To Carry Accessible Equipment appeared first on Athletech News.

Plus Fitness, an Australia-based 24/7 gym franchise, is going abroad once again. The brand has agreed to a master franchise agreement that will bring its gyms to the United Kingdom, including at least one in 2025. 

This move comes just weeks after Plus Fitness and its parent company Viva Leisure announced a similar deal to establish locations in Singapore and the Philippines. The initiatives stretch the brand’s reach to six geographical areas, having already established a presence in Australia, New Zealand and India.

“We’re excited to enter the U.K. market, which presents significant growth opportunities,” said Harry Konstantinou, CEO of Viva Leisure. “Our low-cost, high-reward franchise model will allow Plus Fitness to scale quickly and meet the growing demand for affordable fitness solutions.”

Viva Leisure oversees and operates several brands along with Plus Fitness including Club Lime, Club Pink, GroundUp, HIIT Republic and Psycle Life. It also recently helped fund Boutique Fitness Studios’ expansion in Australia and New Zealand. 

The franchise agreement for Plus Fitness in the U.K. spans 10 years and includes an option to tack on two additional 10-year terms. The fitness brand views the U.K. as a hotbed for success, stating that only 15% of the area’s population owns a gym membership. Its low-cost, high-reward franchise model also makes it an attractive opportunity for entrepreneurs. 

Plus Fitness was founded roughly 25 years ago, opening four branch locations before taking the franchising leap. It pivoted from featuring big-box gyms to smaller, lower-priced and 24/7 locations around 2009 and has been off and running ever since, now with over 200 sites.  

But Plus Fitness isn’t the only gym brand eyeing the U.K. The Gym Group, a high-value, low-price (HVLP) gym operator, plans to open 50 new sites over the next three years. The U.K.-based Gym Group already accelerated its growth from 32 locations in 2012 to 233 gyms as of March.

Fitness software provider Xplor Mariana Tek and equipment supplier REP Fitness also both made advances into Europe this past year as well.

The post Plus Fitness Eyes Gym Growth in UK, Asia appeared first on Athletech News.

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

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

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

• 

  8. PureGym Acquires Blink Fitness Gyms, Eyes US Takeover

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

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

  Why It Matters:

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

  What To Watch in 2025:

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

• 

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

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

  Why It Matters:

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

  What To Watch in 2025:

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

• 

  6. BowFlex Goes Bankrupt, Gets Acquired by Matrix Parent

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

  Why It Matters:

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

  What To Watch in 2025:

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

• 

  5. Peloton Deals With Instructor Exits, CEO Change

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

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

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

  Why It Matters:

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

  What To Watch in 2025:

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

• 

  4. Xponential Makes CEO Change, Sells Boutique Fitness Brands

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

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

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

  Why It Matters:

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

  What To Watch in 2025:

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

• 

  3. Orangetheory, Anytime Fitness Create a Superpower

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

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

  Why It Matters:

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

  What To Watch in 2025:

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

• 

  2. Planet Fitness Raises Membership Price, Hires New CEO

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

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

  Why It Matters:

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

  What To Watch in 2025:

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

• 

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

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

  Why It Matters:

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

  What To Watch in 2025:

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

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

The health and fitness industry has undergone seismic shifts in recent years, with its evolution showing no signs of slowing down. What was once a straightforward space — centered on exercise and physical training — has become a complex ecosystem where recovery, wellness, healthcare and even hospitality intersect. Gyms are no longer just gyms. They’re wellness hubs, community spaces and holistic destinations focused on helping people lead longer, healthier lives.

At the same time, consumers are redefining what they want from fitness. There’s a growing hunger for connection, fueling the rise of boutique studios and community-driven offerings even further. Combine that with the relentless waves of innovation — hybrid workouts, tech-driven tools, shifting trends — and we have an industry that never stands still.

For owners, operators and fitness professionals, it can feel as if the ground is constantly shifting. Just when you think you’ve got it figured out, the landscape changes again.

So how does one stay ahead of the curve? The answer lies in continuous learning.

For fitness professionals navigating an increasingly noisy and competitive field, reading the right books can spark new ideas, strengthen leadership and offer the tools needed to create exceptional experiences for their clients.

To help cut through the clutter, Athletech News turned to industry pros and asked for their recommendations on the “must-reads” for 2025. Whether you’re a gym owner, trainer or wellness entrepreneur, these books will inspire, educate and empower you as you take on the year ahead.

1. Fit Nation: The Gains and Pains of America’s Exercise Obsession by Natalia Mehlman Petrzela explores the evolution of America’s fitness culture over the past century. The book examines the commercialization of fitness, the role of technology, and the socio-economic factors influencing access to exercise, providing a comprehensive analysis of the complexities behind America’s pursuit of physical fitness.

Recommended by: Andrew Gavigan, fitness manager at Heimat Club, product inventor, business owner, and personal trainer

2. A New Earth by Eckhart Tolle explores the power of living in the present moment to achieve personal awakening and inner peace. Through mindfulness and awareness, Tolle inspires readers to embrace purpose, foster connection, and gain a deeper understanding of their role in the world.

Recommended by: Joanna Stahl, channel development executive at Daxco, founder of Go2Practice and group fitness instructor

3. Entrepreneurial You by Dorie Clark offers a clear and actionable roadmap for professionals seeking to leverage their expertise and create multiple income streams. Using real-world examples, the book details strategies for building a strong personal brand, diversifying revenue sources, and achieving lasting success in today’s ever-changing economy.

Recommended by: Petra Kolber, keynote speaker, best-selling author and consultant

4. The Creative Act: A Way of Being by Rick Rubin reimagines creativity as a way of life accessible to everyone, not just artists. Through insights on curiosity, mindfulness, and intuition, Rubin inspires readers to connect with their inner creative flow. He emphasizes that creativity arises from presence and openness, fostering a deeper connection to both the world and oneself.

Recommended by: Robert Sherman, consultant, master trainer and presenter

5. Dare to Lead by Brené Brown redefines leadership by emphasizing courage, vulnerability, and trust. Drawing on extensive research, Brown explores the importance of embracing discomfort, fostering authentic connections, and cultivating environments where honesty and empathy can flourish.

Recommended by: Julie Cartwright, president of Pvolve and brand and consumer marketing veteran

6. Emotional Intelligence by Daniel Goleman examines the vital role of understanding and managing emotions in achieving both personal and professional success. By focusing on self-awareness, empathy, and effective interpersonal communication, Goleman demonstrates how emotional intelligence enhances leadership, relationships, and decision-making.

Recommended by: Greg Niederlander, performance, fitness, and wellness specialist and consultant

7. Raving Fans: A Revolutionary Approach to Customer Service by Ken Blanchard and Sheldon Bowles presents a straightforward yet transformative approach to delivering exceptional customer service. Using engaging storytelling, the authors share practical strategies to turn customers into loyal “raving fans” by consistently exceeding expectations and providing outstanding service.

Recommended by: Tami Nealy, VP of communications at ISSA, influencer marketing and crisis communications expert and consultant

8. The Sht They Never Taught You: What You Can Learn From Books* by Adam Ashton compiles powerful lessons from a range of influential books, providing readers with practical strategies to address life’s challenges. Ashton distills key insights into actionable takeaways, guiding individuals on their journey of personal growth, success, and lifelong learning.

Recommended by: Jessica Maurer, fitness business growth consultant and speaker

9. The Soul of a Trainer by Thomas Plummer provides a heartfelt exploration of the fitness industry through the lens of personal growth, leadership and the deeper purpose of a trainer’s role. Combining practical advice with inspirational insights, the book encourages fitness professionals to embrace their mission of changing lives while growing both personally and professionally.

Recommended by: Derek Mikulski, national director of commercial sales at #Gibbon USA, product inventor and personal trainer

10. Profit First by Mike Michalowicz introduces a groundbreaking approach to business finances: prioritize profit first and spend what’s left. By reversing the traditional formula, Michalowicz offers actionable steps to manage cash flow, cut unnecessary expenses and create a sustainable, profitable business, ensuring financial health and long-term success.

Recommended by: Lisa Druxman, founder of FIT4MOM, speaker, author, and podcaster

11. No Rules Rules: Netflix and the Culture of Reinvention by Reed Hastings and Erin Meyer examines Netflix’s innovative corporate culture, which emphasizes flexibility and creativity. The book explores principles such as radical candor, trust over control and eliminating traditional rules to foster innovation, empowering teams to adapt and drive continuous business reinvention.

Recommended by: Matt Wright, VP of growth and development at Healthtrax Fitness and Wellness and founding partner of Earn Your Stripes

12. Essentialism: The Disciplined Pursuit of Less by Greg McKeown presents a transformative approach to productivity, focusing on the importance of prioritizing what truly matters. McKeown offers practical strategies to eliminate distractions, set clear priorities and accomplish more by doing less. It’s a guide to regaining control, discovering purpose and living a more intentional life.

Recommended by: Doris Thews, industry expert, keynote speaker and global educator

The post The 12 Books Every Fitness Entrepreneur Should Read appeared first on Athletech News.

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

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

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

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

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

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

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

  Read more here.

• 

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

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

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

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

  Read more here.

• 8. Study Challenges Traditional Strength Training Wisdom

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

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

  Read more about the study here.

• 

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

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

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

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

• 6. Xponential Fitness Dismisses CEO Anthony Geisler

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

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

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

  Read more here. 

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

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

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

  Read more here.

• 

  4. Orangetheory Launches New Brand Strategy, Eyes Inclusive Fitness

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

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

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

  Read more here.

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

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

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

  Read more here.

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

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

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

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

  Read more about Purpose Brands here.

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  1. Planet Fitness ‘Flexing for Good’

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

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

  Read more about Planet Fitness’ philanthropic endeavors here.

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

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

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

1. Prioritize Your Team

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

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

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

2. Double Down on Recovery and Wellness

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

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

3. Keep an Eye on AI

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

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

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

4. Future-Proof Your Gym Spaces and Equipment

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

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

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

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

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

5. Focus on Sustainability

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

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

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

6. Elevate Member Personalization Through Data

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

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

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

7. Tap Into Your Local Community

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

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

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

8. Think Outside the Box

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

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

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

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

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

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

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

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

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

The Magic is in the Marketing

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

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

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

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

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

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

Beyond Showcasing Equipment

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

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

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

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

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

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

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

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

For over 40 years, Woodway has been designing and manufacturing one thing. Innovative, premium, high-performance treadmills. The company’s ethos lies in helping people to fundamentally move better. In fact, the name “Woodway” is derived from the German term “Waldweg,” meaning “way of the woods,” which reflects a desire to replicate the natural feeling of running on a forest path.

To that end, their treadmills feature unique slat-belt technology, which provides a smoother running experience, a longer lifespan, and lower maintenance requirements than traditional belt treadmills, making them a sought-after asset among professional sports teams, rehabilitation centers, research labs and clubs and gyms globally.

A little over year ago, Woodway launched a distribution and sales partnership with CLMBR, to take their vertical climbing machines to the commercial market.

Athletech tapped into Woodway’s Director of Sales and Marketing, Eric Weber, to find out more regarding the impetus behind the partnership, the product’s relevance in today’s market, and how its translating to clubs and gyms globally.

Leveraging a Partnership to Maximize Market Impact

Understanding the value of complementing their treadmill product line, Woodway has engaged in a handful of partnerships like this before, being particularly selective to only choose brands and products that align with their mission while adding significant value to their customers and the marketplace.

Weber explains, “As a company based on better movement, every product we back needs to fall into that standard while bringing unique solutions in technology and/or modality.”

He goes on to highlight how CLMBR achieves this.

CLMBR essentially trains a movement pattern that we see great benefit in,” he says. “It is a natural contralateral movement that is fundamental and goes all the way back to crawling. This supports good form from a development standpoint and a training standpoint. – Eric Weber, Woodway’s Director of Sales and Marketing

Also, unlike traditional “mono-pole” climbers, CLMBR’s patented “open-frame” design allows for better ergonomics, comfort and flexibility for various body types by providing improved foot and knee positioning. The touchscreen display is positioned further from the user for a more comfortable viewing experience, especially during group classes. CLMBR makes it easy to integrate vertical climbing into any space.

Next is its use of technology. The product offers a full digital library of pre-programmed self-guided exercises and workouts that cover all fitness levels, as well as a simplified touchscreen option to begin a non-guided workout.  

“This fully aligns with how we integrate tech into our treadmills,” Weber explains. “We support usage from a minimalist/functional standpoint all the way through a totally immersive experience – it’s all dependent on user preference and how and where the equipment is being used in the gym.”

He adds, “I will say that while I typically prefer to get on a machine and control my own training routine, the library of workouts opened up a lot of ideas for me in terms of how the CLMBR can be used to support different training needs and modalities.”

This brings us to the next point …versatility in modalities.

Credit; CLMBR

Strength Meets Cardio – a Dual-Purpose Game Changer

A unique aspect of the CLMBR is its ability to facilitate both cardio and strength training, which gives it an edge given today’s fitness climate.

“It’s well known that strength training is in great demand – from fitness enthusiasts to elite athletes, it’s a significant component of performance and fitness,” says Weber. “The CLMBR supports both – from glute and hamstring development to the cardio aspect, this product can play in both arenas and provide a really efficient total-body workout, making it highly desirable and relevant.”

The CLMBR also allows for a full range of resistance options, offering a lot of flex in usage.

“This ever-changing experience also helps ensure that users don’t hit plateaus or get bored,” he added.

Efficiency is another major advantage. Users don’t need to spend lengthy periods of time to get results.

“It’s a great piece of equipment to choose for days when you need a great workout but don’t have much time,” Weber says. “This machine allows users to maximize their time and not get shorted on outcomes.”

From Turf to Group Classes: The Multi-Functional Appeal of CLMBR

Another notable aspect of the CLMBR is its versatility across different areas of the gym floor.

“The CLMBR holds relevance in various gym settings,” Weber says. “It integrates seamlessly into small-group circuit training, works effectively on the turf for functional workouts, and, thanks to its compact size and wheels, can be easily moved out of the way when not in use.”

Weber also emphasizes the value of its small footprint, particularly in cardio areas.

“As gyms continue to prioritize more open spaces for dynamic functional training, small group sessions, and community-building, CLMBR fits perfectly because it takes up minimal space,” he notes.

Additionally, some clubs are repurposing underutilized areas by incorporating the CLMBR.

“We have a Crunch location that added CLMBRs to a group fitness room and developed a class centered around them,” Weber explains. “The response has been outstanding, with significant success in enhancing member engagement and creating upsell opportunities by offering something new, fresh, and distinctive in their fitness offerings.”

Credit: CLMBR

The CLMBR & The Gym of the Future

When envisioning the gym of the future, Weber believes the CLMBR will become increasingly essential.

“I see this being a standard piece of equipment in gyms, with several on the cardio floor, a few in the functional training area, and perhaps even used for group fitness classes, as Crunch is already doing,” he explains. “As more people realize how efficient it is — whether providing a high-intensity 30-minute workout or integrated into a more diverse exercise routine — it will only grow in demand.”

The CLMBR also offers significant value for gym operators in terms of cost and practicality. “It meets the diverse needs of modern gym operators, delivering on functionality, aesthetics, durability, and cost-efficiency, while positioning itself as a forward-thinking solution for the evolving fitness landscape,” he says.

For Woodway, the partnership with CLMBR allows the company to diversify its offerings while upholding its status as a premium supplier trusted by elite fitness facilities worldwide. For CLMBR, the collaboration successfully integrates their product into the commercial space as a valuable addition, enhancing their position in the market.

“The CLMBR delivers on all fronts—for us, for facilities, and for the end user,” says Weber. “It emphasizes proper mechanics and movement, serves both cardio and strength functions, and enhances any facility’s offering.

Ultimately, this partnership ushers in a new era for gyms, bringing heightened versatility, efficiency, and superior quality—a significant step forward for the entire fitness industry.

This article originally ran in ATN’s Gym of the Future 2024 report. Read more about how leading fitness and wellness brands are preparing for the future and download the free report today.

The post Innovating Fitness: Woodway & CLMBR Shape the Future of Training appeared first on Athletech News.

For all the talk about the pandemic changing the way we people work out, brick-and-mortar fitness is back and better than ever. However, fitness facilities must navigate changing consumer preferences like the rise of strength and functional training, cardio’s supposed decline, the desire for more community and rising costs spurred by inflation.

As part of DISRUPT, Athletech News’ can’t-miss video series, industry leaders took a look at these trends and more, with an eye toward how gyms and studios can build modern spaces that attract the fitness consumers of today while also remaining nimble to upcoming trends.

Topics of discussion included facility design and layout, equipment selection, value-adds like recovery services, and how to incorporate tech within the four walls.

In case you missed any DISRUPT Gym of the Future videos, ATN is sharing them here for your viewing pleasure. Sit back, relax and enjoy the content!

Omni Fitness From Home to Gym: Connecting Your Consumer

• Adam Maloney, Regional Sales Director Canada / Eastern US, Echelon
• Tim Petzel, Purchasing Manager, Johnson Fitness & Wellness
• Jeff Shipman, Founder and CEO, Believe in Better Solutions
• Moderated by Edward Hertzman, Athletech News

Personal Training in the Wellness Era

• Raphael Konforti, Head of Fitness, 24 Hour Fitness
• John Bauer, Content Developer and Co-Host of “Trainers Talking Truths” podcast, ISSA

Build a Better Gym: Blueprints for the Future of Fitness

• Bryan Green, Founder and CEO, Aktiv Solutions
• Dana Milkie, General Manager, EGYM
• Greg Maurer, Vice President of Fitness and Education, Workout Anytime
• Loryn Huff, National Program Director, Midtown Athletic Club
• Moderated by Edward Hertzman, Athletech News

Less Is More: The Art of Fitness Facility Design

• Bryan Green, Founder and CEO, Aktiv Solutions
• Edward Hertzman, Athletech News

The Hybrid Fitness Revolution: When Going Digital Makes Sense

• Andy Peat, CEO, Fitness On Demand
• John Prior, Franchisee, Snap Fitness EMEA
• Dr. Steve Boring, Fitness Director, Rochester Athletic Club
• Sean Turner, CEO, Les Mills USA
• Moderated by Edward Hertzman, Athletech News

The Future Is Personalized: A New Era for Omnichannel Fitness

• Steven Webster, CEO, ASENSEI
• Neill Broome, Co-Founder, In Motion Wellness Studio
• Stephen Rossi, CEO, Alter
• Moderated by Eric Malzone, “Future of Fitness” podcast

The Fitness Center Reimagined: How Hospitality & Commercial Real Estate Spaces Are Innovating

• Danny Dulkin, VP of Development Services, Arch Amenities Group
• Kayode Agbalajobi, Director of Asset Management, Carr Properties
• Emlyn Brown, Global Senior Vice President of Wellbeing, Accor
• Moderated by Edward Hertzman, Athletech News

Growth Mode: How to Successfully Scale Your Fitness & Wellness Concept

• Jay Siano, Co-Founder, A. Jaybird
• Anne Mahlum, Founder, Solidcore and Back on My Feet; Co-Founder, A. Jaybird
• Moderated by Edward Hertzman, Athletech News

A Winning Feeling: The Art of Building a Top Fitness Brand with Tracy Anderson

• Tracy Anderson, Founder, Tracy Anderson Method
• Edward Hertzman, Athletech News

The post Watch Now: DISRUPT Gym of the Future Content appeared first on Athletech News.

As fitness facilities increasingly focus on overall well-being, designing gyms and studios with mental health in mind is becoming a popular option. 

In 2024, 43% of U.S. adults reported feeling more anxious than the previous year, a significant increase from 37% in 2023 and 32% in 2022 (American Psychiatric Association). The primary sources of anxiety include current events, economic concerns and safety issues, highlighting the increasing importance of mental health support across different settings, including fitness spaces where wellness is a growing focus (National Institute of Mental Health). 

This data reinforces the value of gyms creating environments that prioritize mental wellness through design and recovery services, meeting the needs of an anxious population seeking holistic health solutions. Creating a calming, wellness-centric environment can help reduce stress and promote emotional well-being, alongside physical fitness. 

The following strategies represent a small sampling of the approaches being implemented:

1. Mindful Design Elements

Gyms are incorporating softer lighting, natural materials, and plant-filled spaces to create environments that support relaxation and mindfulness (Virtuagym, Mindbody). 

According to wellness industry insights, meditation and mindfulness spaces in gyms are becoming essential as people seek a balanced approach to fitness. Classes like yoga, tai chi, and meditation are now integrated into gym offerings, making mental well-being a priority for members (Core Health & Fitness). 

Color psychology is also playing an increasingly important role in gym design, where specific hues are chosen to create tailored environments. Calming shades like soft blues, greens and earth tones are often used in recovery and meditation areas because they promote a sense of tranquility and help gym-goers unwind. These colors are associated with feelings of balance and renewal, making them ideal for relaxation space (Advantage Sport & Fitness) (Cole Don Media).

In contrast, high-energy areas frequently feature vibrant shades like reds and oranges, which are known for their stimulating and energizing effects. These colors boost motivation and help gym users stay engaged during intense workouts.

Acoustic design is equally important. Sound-absorbing materials and white noise systems create quiet zones amidst the otherwise busy and noisy gym environment. These elements, alongside thoughtful color choices, aim to offer a more holistic and mentally restorative experience (Iron House Design)

2. Recovery & Regeneration Zones

Gyms are dedicating more space to recovery areas, recognizing that mental recovery is as crucial as physical recovery. Features such as nap pods, infrared saunas, and cryotherapy are becoming popular. These tools help reduce anxiety and stress while promoting better sleep and cognitive function (Virtuagym, Silver Oak Health).

In addition to high-tech tools like nap pods and cryotherapy, many recovery zones now feature dedicated spaces for mindfulness practices, such as meditation or breathing exercises. The integration of technology such as guided meditation apps or biofeedback devices is also becoming popular, helping gym-goers better manage stress and improve their mental well-being. Recovery areas are designed not only for physical muscle repair but also for mental rejuvenation, further integrating wellness into the fitness experience.

3. Digital Mental Health Platforms

Digital platforms and mental health apps are also playing a role in mental wellness by offering guided meditation sessions, mindfulness practices and even AI-driven therapy tools (Silver Oak Health). Many gyms are now integrating these digital solutions, allowing members to engage with mental fitness content both inside and outside the gym.

Many fitness facilities are also integrating personalized digital platforms that offer tailored mental wellness programs, including mood tracking, stress assessments and individualized meditation recommendations. These platforms often include social features, allowing users to connect with others for shared support.

By integrating mental health into gym design, recovery services, and digital wellness tools, fitness facilities can deliver a comprehensive, well-rounded approach to health. This holistic strategy not only supports physical fitness but also caters to the growing demand for mental wellness, making these spaces more appealing to today’s health-conscious 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 Mental Health in Gyms: 3 Design Trends Reshaping Fitness Spaces appeared first on Athletech News.

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

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

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

1. Social Media Shoutouts

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

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

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

2. Create a “Milestone Wall” or Digital Board

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

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

3. Offer a Thoughtful Gift or Goodie Bag

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

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

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

4. Provide Exclusive Discounts or Services

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

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

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

5. Feature Member Spotlights

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

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

6. Host a Customized Class or Playlist Dedication

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

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

7. Celebrate Within Your Member App

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

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

8. Surprise with Decorations

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

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

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

9. Recognition by Staff

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

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

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

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

10. Capture the Moment with a Photo Opportunity

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

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

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

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

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

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

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

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

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

Large Franchise Groups Take Control

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

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

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

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

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

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

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

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

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

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

A Tougher Market in General 

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

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

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

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

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

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

Pilates, Strength Training Soar

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

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

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

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

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

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

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

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

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

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

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

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

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.

Planet Fitness’ strategy under new CEO Colleen Keating is starting to take shape, and at least some analysts are confident the low-price gym giant will be able to reassert its dominance in 2025, buoyed by a revamped marketing plan and a shift to more strength training equipment. 

In an equity research report published Friday, analysts from TD Cowen expressed optimism in Planet Fitness’ future under Keating, who took over in June at a pivotal time for the high-value, low-price (HVLP) gym brand.

The analysts said they met with Planet Fitness’ executive team including Keating, chief financial officer Jay Stasz, retiring CFO Tom Fitzgerald, and vice president of investor relations Stacey Caravella, and that the meeting “re-affirmed our confidence” in the gym brand’s stock as a “buy” for 2025. 

“We expect changes around marketing, messaging, box lay outs, and franchise economics to reaccelerate openings, members, and comps growth,” the analysts wrote. “Progress will take time, but we expect a better 1Q, and are encouraged by the price transition.”

Just before Keating took over, Planet Fitness in May raised the price of its Classic Card membership from $10 per month to $15, its first price hike in nearly 30 years. 

Planet Fitness is still the largest gym chain in the United States with over 2,000 locations and around 20 million members, including a sizable Gen Z contingent. However, the brand is facing increased competition from low-price gyms including Crunch Fitness, EōS Fitness, Chuze Fitness and Vasa Fitness, which have won over a certain portion of the fitness population by offering amenities like group fitness classes, recovery services and premium strength training equipment at price points at or near Planet’s $15/month offering. 

Marketing to Gym-Goers

To fend off competition from those brands, Keating has made revamping Planet Fitness’ marketing strategy a top priority. This includes focusing on fitness over fluff, and positioning Planet as a brand for serious gym buffs. 

“We’re beginning the shift to communicating the high value of a Planet Fitness membership versus primarily focusing on our low price and using our marketing to demonstrate the breadth of high-quality top-tier equipment in our club,” Keating explained during a Q3 earnings call last month.

TD Cowen analysts noted that Planet Fitness execs are aligned on delivering a marketing message that’s focused on “getting people off the couch” and into the gym. In line with Keating’s comments, the brand will also focus on “dispelling the perception members can’t advance their fitness journey at its gyms,” the analysts wrote. 

New marketing tactics include touting the quality of Planet Fitness’ workout equipment, especially its strength training offerings. In a recent social media campaign, the brand compared its dumbbells to those of an “overpriced competitor gym,” noting that both pieces of equipment weigh the same and will get you the same results, but a Planet Fitness membership is cheaper. 

Similar marketing initiatives will be implemented this month and over the first quarter of 2025 across social media and on TV, the analysts said. They caution, however, that Planet Fitness is still searching for a new chief marketing officer, who will want to “put their stamp on the business,” so the brand’s marketing strategy could evolve.

Strength Training Shift

To match its new marketing ethos, Planet Fitness is also changing the look and feel inside of its gyms, notably by embracing strength training and cutting down on cardio. TD Cowen analysts noted that the brand is tweaking the layouts of its gym floors to include “a better mix of on-trend equipment.”

According to the report, Planet Fitness gyms around the country are gradually adding more strength training equipment, including free weights, and removing some cardio machines, eyeing a 50/50 split between the two modalities. That move follows industry trends as gym-goers, especially young people and women, flock to strength training.

“This should improve the member experience by increasing equipment relevance and reducing wait times,” the analysts wrote. 

In the long term, Planet Fitness execs are also looking to improve franchise economics to drive more gym openings in the years ahead. That includes lowering build-out costs for new gyms by around 10%, making it cheaper for franchisees to buy and maintain equipment, and increasing revenue through the Classic Card price increase, per the TD Cowen report.

Overall, the report is positive on Planet Fitness’ outlook ahead of a pivotal January –  the brand’s first with its new $15/month pricing structure. TD Cowen predicts that Planet will add around 1.1 million net members in the first quarter of 2025.

“We expect a strong 1Q, but net member growth could look different from prior years as it will be the first 1Q with a higher price point,” the analysts wrote. 

The post Planet Fitness Poised for Strong 2025, Analysts Say appeared first on Athletech News.

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

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

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

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

Turning Chaos into Opportunity: Avoiding Common Pitfalls to Maximize Outcomes

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

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

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

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

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

2: Investing in Single-Use Equipment

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

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

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

3: Over-Indexing on Cardio vs. Strength

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

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

4: Overcrowding the Gym Floor

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

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

5: Inefficient Storage and Clutter

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

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

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

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

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

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

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

Checklist for Success

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

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

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

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

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

As the New Year approaches, gyms and fitness facilities everywhere are gearing up for what many in the industry affectionately call “fitness season.” With a wave of new members and returning guests kickstarting their resolutions, this is the perfect time for gym owners to consider a simple refresh — not just in programming and promotions, but in the overall design and layout of their space.

A gym refresh doesn’t have to be an extensive overhaul. In fact, a well-thought-out redesign can make a significant impact by focusing on key areas that improve both member experience and operational efficiency. Members walking through your doors in January are full expectations. Meeting those expectations with a space that’s functional, aesthetically appealing and forward-thinking can set your gym apart.

The foundation of any refresh starts with evaluating your layout. Member-centric design is crucial – it’s not just about fitting in more equipment but creating intuitive zones that encourage a smooth flow of movement.

The trends toward functional and strength training are not going anywhere. Consider thinning out your cardio equipment to make space for large, dynamic training. If you have a budget for some new equipment, a smart move is to put that toward multi-functional equipment that can facilitate varied workouts for several members at once.

If you don’t have a space for wellness and recovery, it’s time to add one, and the best placement is front and center. Consumers expect and demand this type of space so don’t be shy about it. A good place to start can be multi-functional massage chairs, handheld tools such as percussion massage guns and compression therapy devices. If budget allows, consider infrared sauna, cryotherapy and cold plunges.

Tech Integration and Sustainability

In 2025, technology integration will continue to be a defining trend in fitness spaces. Gym-goers now expect tech-enabled features at every turn. From digital signage that provides dynamic updates on class schedules and fitness tips to smart equipment that syncs with wearables, investing in technology can elevate your facility to meet the needs of today’s tech-savvy members. Even simple additions like charging stations for smartphones and wearables can make your space feel more accommodating and modern.

Another consideration is the sustainability of your facility. Eco-friendly design elements, like energy-efficient LED lighting, touchless water stations and recycled flooring materials not only appeal to environmentally conscious members but can also reduce long-term operational costs. Today’s members notice these details, and many actively choose gyms that align with their values.

Inclusivity is another area where thoughtful design can make a big difference. Ensuring that your equipment and spaces are accessible to members of all abilities can foster a more welcoming environment.

A Place for Connection

When refreshing your gym’s design, don’t overlook the power of aesthetics. A vibrant, modern color scheme paired with purposeful lighting can create an inviting atmosphere. Consider adding motivational wall graphics, local artwork or branding elements that tell your facility’s story. These visual touches not only energize the space but also make it Instagram-worthy, giving your members another reason to share their experience and promote your gym organically.

Finally, think about how your space can foster connection and community. Social hubs, like lounge areas or smoothie bars, can encourage members to stick around after their workout and interact with others.

Refreshing your gym design for 2025 is more than just a New Year’s task – it’s an opportunity to align your space with the evolving expectations of your members. By prioritizing functionality, technology, inclusivity and aesthetics, you can create a dynamic and engaging environment that keeps members coming back long after their resolutions fade. And in today’s competitive fitness market, that’s the kind of upgrade that pays off.

The post A Fresh Start: How to Refresh Your Gym Space for the New Year appeared first on Athletech News.

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

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

The Science Behind VO2 Max & Longevity

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

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

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

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

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

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

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

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

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

The Ultimate Exercise Biohack

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

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

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

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

The REV Advantage: Amplified Results in Less Time

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

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

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

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

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

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

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

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

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

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

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.

CR Fitness Holdings has emerged as the largest and fastest-growing franchise group in the thriving Crunch Fitness system, recently topping 70 gyms as it eyes 100 clubs by 2026. 

Crunch’s top franchisee is also a leader when it comes to personal training, outpacing gym industry standards when it comes to personal training revenue at its clubs. 

The leader of CR Fitness’ personal training business, vice president of personal training Darrick Druce, joined the company back in 2016 after spending time as a staffer for the Chicago Bulls, YMCA and LA Fitness. Over the last eight years, Druce has built CR Fitness’ personal training arm into one of the industry’s best.

Druce sat down with Athletech News to share how CR Fitness drives personal training revenue by taking a member-first approach, recruiting top talent and adapting to industry trends. 

Put ‘People Over Profit’

When Druce got to CR Fitness, his first focus wasn’t on driving personal training revenue (that would come later). Instead, he sought to create a culture that could thrive from gym to gym. 

“Industry experience taught me that people run our business,” he tells ATN. “So when we got here, the goal was, let’s prioritize people over profit.”

Druce says gyms must resist the temptation to turn personal training into a sales-first process, calling this an “old-school” way of thinking. Instead of aggressively pushing a personal training package at point-of-sale as soon as a member signs on the dotted line for a membership, gym staff should seek to build a relationship with the member, understanding their fitness goals and aspirations. 

“The reality is all members have goals,” Druce says. “(But) very few members have a plan that aligns with the goal.” 

If gym staff can build a rapport with the member, shelling out extra money on a personal training package becomes much more palatable – and more effective over the long run.  

“We’re trying to get them interested in the idea of taking a coach with them on their journey, and having guidance and mentorship along the way,” Druce adds.

For CR Fitness, the strategy seems to be paying off. Druce reports that around 60% of the franchisee’s new members decide to purchase an introductory personal training session, called “CruchONE Kickoff.”  Of those who attend the kickoff session, around 42% opt to buy a longer-term personal training package. 

Be ‘Relentless’ in the Pursuit of Top Talent  

Personal training might be on the rise post-pandemic, but many big-box gyms are finding it more difficult to hire and retain quality staff due to competition from social media and lingering effects from COVID-era gym shutdowns. 

“We have to be relentless in our pursuit of the right talent,” Druce says.

CR Fitness is certainly relentless in its pursuit of quality personal trainers, scouring LinkedIn and sometimes doing tens of interviews just to hire the right candidate. Druce highlights the importance of hiring staff who embody CR Fitness’ member-first culture.

“We want talented people, but we want people who prioritize the member over themself,” he says. “It’s a selfless sacrifice. If we’re hiring managers who only care about how much they sell and their own personal paycheck, we probably hired the wrong person.”

While CR Fitness is relentless in its recruitment of outside talent, it also hires from within. Druce notes that around 70% of personal trainers at CR Fitness-owned Crunch gyms started out as members.

This is an important recruiting tool for big-box gyms to leverage, he believes. 

“All of our members chose us over our competitors, which means they chose to spend their money here. They believe in who we are at CR fitness,” Druce says. “So if I’m meeting someone in the club who chose us, who looks the part, who seems confident on the floor, I strike up a conversation with them.”

After the right talent is identified, the CR Fitness team is confident its onboarding program is second to none in the industry. As part of the onboarding program, new trainer hires get coached by district managers at CR Fitness’ corporate office, learning the ins and outs of the business of personal training before they ever start training clients.

CR Fitness’ recruitment strategy seems to be paying off, with trainer retention metrics far above industry averages. 

“We only have a 4% (monthly) turnover rate right now, which is unheard of in the industry,” Druce notes. “I’ve been part of organizations before where they have over 100% turnover across 12-month timeframes.”

Adapt or Die: Embrace New Trends

CR Fitness’ personal training success speaks for itself, but the company isn’t resting on its laurels. Druce and his team are constantly evolving the program to account for new trends in fitness and technology. 

For example, the company has made its personal training program fully digital, allowing members to track their workouts and communicate with trainers from their phones when they’re outside of the club. 

“The reality is there are two main reasons that a client quits: lack of communication between them and their trainer, and lack of usage of their sessions,” Druce says. “If we can ensure that their session usage stays on track with what they purchase and that their trainer communicates well, we know that client’s going to stay long term, so we’ve doubled down on those two things.” 

Evolving includes embracing new ways of working out, including the global rise of strength training. CR Fitness has added more strength equipment to its Crunch gyms while scaling down on its cardio machine offerings. Personal trainers actively encourage members to include strength training in their routines.

“Whether it’s Phil Heath the bodybuilder walking through the door or Mrs. Jones, who’s working out for the first time in her 60s, we want to introduce them to free weights and strength training early,” Druce says. 

CR Fitness is also embracing AI, using artificial intelligence to analyze data and help personal trainers decide when it’s the right time to reach out to clients to keep them engaged in their training journey. Personal trainers can also use AI to help design workout programs, if they choose. This can be especially beneficial for trainers with large client rosters, Druce notes. 

Overall, Druce believes CR Fitness’ early embrace of AI reflects the company’s entrepreneurial approach since day one.

“We’re willing to take risks,” he says. “I think in business, or anytime you’re an entrepreneur, you have to be willing to take risks. We’re not afraid to adapt because adaptability is what allows you to survive in any business.” 

The post How Crunch’s CR Fitness Created a Winning Personal Training Biz appeared first on Athletech News.

Life Time is giving its Highland Park club a multi-million-dollar refresh and expanding the facility by 20,800 square feet ahead of its 30th anniversary.

The luxury lifestyle and athletic country club operator says the project highlights Life Time’s commitment to growth and expansion, even within its existing portfolio. The company confirms it’s given more than a dozen Life Time clubs major improvements in 2024 alone.

“Highland Park’s redevelopment was an opportunity for us to reimagine this beautiful club and add more than 20,000 square feet to create a true athletic country club experience for neighbors and residents,” said the president of club operations and chief of property development, Parham Javaheri.

Life Time Highland Park is one of the brand’s earliest clubs, having opened in 1995. Members can look forward to a new street-level space with dedicated spaces for GTX and Ultra Fit Signature Group Training programs and cardio and resistance machines for Dynamic Personal Training and open use. There will be a new Life Time Recovery zone featuring compression therapy, metabolic testing, recovery treatments, nutrition counseling and a LifeClinic chiropractic service. The revamp also includes a dedicated space for Alpha Signature classes, four studios for barre, cycle, yoga, and Class Collection formats, an updated Kids Academy and updates to the LifeSpa.

For the third quarter, Life Time reported a revenue increase of 18% to $693 million, driven by a 20% increase in membership dues and enrollment fees and a 16% increase from in-center revenue. Life Time center memberships also rose 5% compared to last year.

“We are, by far, the best version of ourselves that we have ever been,” Life Time CEO Bahram Akradi told investors during October’s earnings call.

The athletic country club operator continues to pursue its goal of being the top pickleball provider, with hundreds of courts in the works. Life Time also filed a patent for an improved pickleball ball this year.

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