The post DTC Wellness Brands Land in Airports appeared first on Athletech News.
]]>Flight delays and extensive layovers have never been healthier. Those bothersome hours you once spent waiting for time to tick away can now be used to improve your wellness, thanks to a pair of brands.
Therabody, a leading wellness tech company, announced the installation of its first vending machine at the San Francisco International Airport. The machines carry several recovery devices, including the brand’s signature massage guns, for travelers to pick up and use easily in transit.
While this innovation is indeed a first for Therabody, it’s not for the industry at large. Supplement brand AG1 recently released its own vending machines, also at the San Francisco Airport. AG1 powders include vitamins, minerals, probiotics and whole-food-sourced nutrients to enhance energy levels, cognitive function and gut health. AG1 machine rollouts in additional airports including Houston, Chicago O’Hare and Oakland are expected in the future.
But even outside of these initiatives, wellness and wings have been a popular duo of late. Earlier this year, the Melbourne Airport launched its first-ever health club and wellness center, referred to as Higher State, while Roam Fitness opened a gym in the Philadelphia International Airport last year.
Therabody itself has partnered with United Airlines to offer international business class travelers amenity kits featuring eye serum, face spray, hand cream and a cleansing towelette.
These all represent worthwhile investments, as data reflects that health and wellness are often top-of-mind for today’s passengers, sometimes even as the driving force behind their traveling tendencies. The Global Wellness Institute projects wellness tourism, defined as travel associated with the pursuit of maintaining or enhancing one’s personal well-being, to grow by 10.2% annually from 2023 to 2028, exceeding global GDP growth.
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]]>The post Physical Activity Can Add 5+ Years to Your Life, Study Finds appeared first on Athletech News.
]]>It’s no secret that physical activity leads to a healthier, longer life. But for those over, or at least getting close to the hill, this is especially true, a new study suggests.
Researchers working with the British Journal of Sports Medicine found that low physical activity (PA) is tied to increased mortality. The researchers used a predictive model based on device-measured PA risk estimates and a life-table model analysis to establish results. The life table used included 2019 United States population and 2017 mortality data. Participants were 40 years or older with PA levels based on data from the 2003-2006 National Health and Nutritional Examination Survey.
The study discovered that if all individuals were as active as the top 25% of the population, Americans over the age of 40 could live an extra 5.3 years on average. Dr. Mary Njeri Wanjau, who worked on the project, called the five-year figure “whopping” while referring to it on social media.
The trial also saw individuals in the lowest activity quartile experience the largest bump in lifetime per hour through PA as simple as walking. An additional hour of doing so could add roughly 6.3 hours of life expectancy, per the report.
While notable, these findings follow what we’ve heard from the industry at large, specifically regarding older individuals. Another study earlier this year found that weight training can offer long-term health benefits for individuals of a “retirement age.” While 40 is a long way from senior citizenry, an additional study also found that HIIT may improve cognitive health for those aged 65 to 86.
The British Journal of Sports Medicine also recently discovered a link between high cardiorespiratory fitness and reduced risk of Dementia. It published other findings this year from the University of Sydney explaining how a few minutes of vigorous, incidental PA a day can significantly reduce the risk of major cardiovascular events in middle-aged women who don’t engage in structured exercise.
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]]>The post Plus Fitness Eyes Gym Growth in UK, Asia 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.
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]]>The post Tech-Free Contrast Therapy Studio Sauna House Expands to Tennessee appeared first on Athletech News.
]]>Alongside warmer temperatures and blooming flowers — communal bathing is expected to arrive in Tennessee this spring. Sauna House, a modern bathhouse brand, announced plans to launch a Knoxville location as early as spring 2025. The brand is eager to bring its innovative wellness approach and hospitality to the area.
“We are incredibly proud to bring a space to our community that not only promotes mental and physical well-being but also offers a beautiful place for neighbors and friends to connect in a tech-free environment,” said Peter and Dianna Osickey, long-time Knoxville residents and the new location’s developers. “After experiencing Sauna House Asheville, we dreamed of having a similar facility closer to home and are thrilled to now be the stewards of this amazing resource for the East Tennessee community.”
Unlike most wellness or recovery studios, Sauna House delivers a rejuvenating experience that also focuses on connecting people to themselves and others rather than technology. All Sauna House locations are device-free, putting a barrier between guests and the often stress-inducing screens that riddle their lives. The brand also offers expansive social spaces featuring innovative architecture and maintains a strong commitment to hospitality to curate personable experiences.
Sauna House is also known for its “Hot-Cold-Relax” circuit, which gives guests a 15-minute hot sauna session, then a 3-5 minute cold plunge followed by an opportunity to return to the sauna. The cycle is then repeated two or three times. Drinks such as tea, adaptogenic sparkling water or kombucha are available to those partaking in the experience as well.
“We couldn’t be more excited to bring Sauna House to Knoxville,” said founder and CEO Andrew Lachlan. “Knoxville’s energy is rooted in its people and the balance between vibrant city life and access to nature. Sauna House is proud to offer a modern wellness experience that resonates with these values, creating a space for community, relaxation and meaningful connection.”
Along with the aforementioned amenities, the Knoxville Sauna House will feature an outdoor courtyard and a space for private events.
To give the community a taste of what’s to come, Sauna House will also host a pop-up at Ijams Nature Center, which is less than five miles away from the soon-to-be Knoxville location. The mobile sauna experience begins on Friday, Dec. 27, complementing the natural cold plunge taking place at Mead’s Quarry. A polar plunge sauna party is also scheduled for Dec. 31, which Knoxville Mayor Indya Kincannon will partake in, the brand says.
This passion for wellness and contrast therapy demonstrated by Knoxville’s stakeholders is shared across the country. SWTHZ, an Atlanta-based contrast therapy studio that launched roughly two years ago, had 31 open locations and 16 under construction as of last month. Pause Studio, a holistic wellness brand offering float therapy, contrast therapy and more, has 34 new locations set to open in 2025 as well.
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]]>The post Digital Health Tools Growing in Production & Effectiveness appeared first on Athletech News.
]]>The health and wellness industry is getting faster, smarter and broader — and it’s starting to let the public know.
In a recently published report titled Digital Health Trends 2024: Implications for Research and Patient Care, the IQVIA Institute for Human Data Science relays data illustrating an increase in digital health products, particularly those aimed at patient diagnosis, treatment and monitoring. With support via commercial appeal and cutting-edge technology, these expanding solutions offer more robust care to the masses than ever before.
“The landscape of digital health has evolved over the past two years, yielding new products that are more commercially viable and meet the needs of stakeholders across a broadening set of uses,” said Murray Aitken, executive director at the IQVIA Institute.
“Digital health tools now support both patients and providers as they move from diagnosis to treatment and disease monitoring, with their scope expanding as new health assessment tools such as digital diagnostics have joined more mature digital therapies, accelerating care and closing gaps to improve health outcomes.”
Report Details
First and foremost, the report found that 337,000 digital health apps currently exist — and although that total amount conveys a 4% decline since 2021, more disease-specific apps are popping up at a notable rate, per the report. An abundance focus on mental health, diabetes and cardiovascular diseases. However, more diverse options aimed at assisting patients with visual impairments, auditory issues or dermatologic conditions have also recently launched, illustrating a broadened approach to the sector.
Digital therapeutics are building momentum at an even greater rate. As of 2024, 140 prescription digital therapeutics intended for at-home usage have been approved for patent in one or more countries, illustrating a 560% bump from 2021. More than 220 provider-focused digital therapy tools for clinics or care programs have also been made available, equating more than 360 commercially-available digital therapies.
Like with the aforementioned apps, their evolution has led to more distinct therapies being administered. This includes those that treat visual impairments, post-stroke neurological rehabilitation, PTSD and phobias thanks to biofeedback and virtual reality.
As for digital diagnostic services, at least 103 are currently commercially available, per the report. This is largely due to an influx of software-based devices that process signals via sensors, which makes assessing disease risk, making diagnoses, the monitorization of patient health and assessing their prognosis fast and feasible. Newly detectable conditions include autism and autism spectrum disorders, sleep apnea, atrial fibrillation, skin cancers, epilepsy and sepsis.
Driving Factors
The report goes on to present an increased usage of artificial intelligence (AI) and machine learning (ML) as supportive instruments fueling many of these initiatives. Roughly 75 AI/ML point-of-care tools have been approved by the FDA, per the report. Other touted features include wearables and sensor based digital measures that give clinical trials more precise data to monitor patient progression and foster hospital-at-home solutions. Garmin and Rook represent two of the many brands facilitating such efforts. The NBA also conducted a similar study earlier this year aimed at protecting player health with the aforementioned tools.
“Ultimately, these solutions will better fit into existing care pathways and bring benefits to more segments of patients and health systems,” Aitken added. While the report highlights the growing adoption of digital health innovations, it also notes that significant investment in these technologies remains lacking. This funding gap has forced developers to abandon or restructure projects, creating additional hurdles.
Nonetheless, the increased availability of these applications, technologies and more represents a win for the industry and an early foundation that could give way to sizable investments that further sustain the sector. The Market Research Institute projecting a 13.83% expansion for the health and fitness software market from 2024 to 2031 bodes well too.
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]]>The post ETS Performance Opens First Youth Athletic Training Facility In New York appeared first on Athletech News.
]]>ETS Performance has touched down in the Empire State. The gym chain focused on training youth, high school, collegiate, professional and Olympic athletes just announced the opening of its first facility in New York State, specifically in Queensbury, NY.
“Our athletes, partners and dedicated trainers have seen the difference that specialized training programs can have in the athletic development of our athletes,” said Jed Schmidt, CEO of ETS Performance. “Our mission is to empower the next generation of top athletic talent by providing unparalleled training that not only enhances their physical abilities but also builds character and resilience.”
The new facility is said to serve youth athletes ages 8-18 years old and include specialized training programs supported by high-end equipment and expert trainers. It’s now done so for 3,500 collegiate athletes and over 250 professional athletes since its launch in 2010, according to ETS.
Veteran ETS Performance partner and Queensbury native David Martin will captain the new facility after doing so successfully with another in Wisconsin for three years. Martin has trained hundreds of athletes on the youth and professional levels, including Tyler Mattison of the Detroit Tigers, JP Feyereisen of the Los Angeles Dodgers and Terrin Vavra of the Baltimore Orioles.
Those who get to the Queensbury location first will have a chance to walk away with more than just a membership as well. To celebrate the launch, ETS will give a free evaluation and one free month of training to the first 50 individuals who sign up for programs. New members will also have an opportunity to win a jersey autographed by NFL Wide Receiver Adam Thielen or NHL Forward Jake Guentzel.
“We are proud to be debuting our new facility in New York and look forward to helping shape the next generation of Queensbury’s great athletes,” Schmidt added.
Both Thielen and Guentzel have long supported ETS as partners, but aren’t the only big-name athletes to do so. Additional stars working with the brand include Minnesota Vikings’ defensive lineman Harrison Phillips and Atlanta Falcons’ quarterback Kirk Cousins. Cousins helped establish two ETS locations in Michigan earlier this year.
That launch, along with this Queensbury one, pushes ETS’s total unit count for athletic facilities to 43. The brand opened seven locations this year alone and intends to make further advancements in the Northeast and Midwest down the line.
All in all, this represents another win for youth sports. Weeks ago, League One Volleyball, a women’s volleyball organization featuring a youth-to-pro ecosystem for junior players, secured a $100 million investment from private equity firm Atwater Capital. The Biden-Harris administration also partnered with 14 professional sports leagues and players’ associations earlier this year to upgrade their youth sports programs.
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]]>The post Hyrox Notches 5,000 Training Clubs, Adds Performance Centers appeared first on Athletech News.
]]>Hyrox, the rapidly growing fitness racing organization, is adding new tracks and participants. The brand just announced the launch of the Hyrox Performance Center, which permits geographic exclusivity for users to work directly in partnership with Hyrox to design and maximize floor space for optimal group training. Simultaneously, it announced the establishment of its 5,000th global training club.
The Performance Center resembles the latest tier in the Hyrox 365 ecosystem, which also includes the Hyrox Training Club, the standard model of affiliation that grants facilities the ability to offer and market Hyrox training, and the Hyrox Performance Coach, which represents the qualified individuals who’ve completed the Hyrox Academy program.
“As we continue the global build-out of the sport of Hyrox, developing exceptional training and coaching offerings is key to the long-term success of the sport,” said Hyrox CEO Christian Toetzke. “Community and culture building happen at the local level in the gym every day, which makes our Performance and Training. Club partners with the foundation of the sport; I’m excited to see the rapid adoption of the 365 offerings.”
That widespread embrace is already well underway. Hyrox 365, which launched in 2024, experienced a 260% growth rate for global affiliations per annum and established 2,300 new clubs this year. The brand has over half a million active racers, and like them, it has no plan to slow down.
“We want to expand the sport beyond our 600,000 active racers, by introducing members to the sport of Fitness Racing, and providing a low barrier to entry group class where athletes get a taste of Hyrox’s training and the overall community aspect of group exercise,” said Douglas Gremmen, managing director of Hyrox 365.
The brand’s growth has already included events in Toronto, New York City, and plans to host the 2024-25 World Championships in Chicago. At its conclusion, Hyrox will have hosted 65 races across 20 different countries during the 2023-24 season.
It’s also widening its reach via new partners. Hyrox recently inked a deal with wearable brand Amazfit, making it the official wearable partner and timekeeper for Hyrox. It also maintains deals with Centr, the fitness and wellness platform founded by Chris Hemsworth, and Puma, running through 2027.
The overall fitness market mirrors Hyrox’s intention to expand as well. The global gym industry continues to surge with an estimated value of $106BN in 2024 via its 200 million members, according to Hyrox.
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]]>The post Weight Loss Requires More than GLP-1s and U.S. Adults Know It appeared first on Athletech News.
]]>In the everlasting battle that is weight loss, the public understands that using GLP-1s is only half of it.
Medifast, the health and wellness brand known for its coach-guided lifestyle solution Optavia, recently conducted a survey with market research firm Talker Research to get a pulse on how Americans feel about weight loss medications and the size of their role in someone’s health journey. The data says it’s a supporting one rather than a lead one.
Of the 2,000 nationally representative United States adults who participated, 65% of them believed that weight loss medications are more effective when used together with lifestyle changes, while 45% agreed that medications alone won’t allow them to reach their long-term goals.
“Weight loss is a journey that requires a holistic approach, including proper nutrition, adequate exercise, sufficient sleep and a healthy mindset,” said Dan Chard, chairman and chief executive officer of Medifast. “The survey results clearly point to a growing need and desire among U.S. adults for a more comprehensive, balanced approach to weight loss that complements or goes beyond just medication.”
But while GLP-1s aren’t seen as the end-all-be-all in terms of weight loss, they can be a catalyst for it, along with a more holistic health lifestyle for users. The study also found that if weight loss medications were readily available, 73% of those surveyed would commit to healthy eating, 72% would commit to regular exercise and 55% would prioritize quality sleep.
Chard and Medifast aren’t the only ones who’ve arrived at this conclusion. Paul Byrne, a partner in Harrison Co.’s Fitness & VMS practice, recently expressed a similar opinion to Athletech News, citing a report claiming the total addressable market for U.S. fitness clubs is expected to increase by $6.8 billion thanks to increased GLP-1 usage.
Last year, Evercore ISI, an equity research firm, also relayed survey data where 39% of respondents said they avoid going to the gym due to feeling self-conscious. Thus, the firm predicted that large-scale weight loss could help to uncork a surge in new gym memberships.
“It is evident that the majority of people trying to lose weight understand the importance of lifestyle changes and are looking for effective tools and support to help them in their efforts,” Chard added.
Medifast touts Optavia as a key tool in this regard. The program facilitates weight loss programs with medical guidance while promoting additional healthy habits such as weight management, eating & hydration, motion, sleep, mind, and surroundings.
“With our habit-based and coach-guided lifestyle solution, Optavia, Medifast is uniquely positioned to meet this clear consumer demand,” said Chard. “We offer customized programs and the support of coaches who draw upon their own personal weight loss experience – two of the top tools respondents identified as crucial. As the market continues to grow, we remain dedicated to supporting individuals in achieving their health and wellness goals through a holistic approach that incorporates both lifestyle changes and, where clinically appropriate, weight loss medications.”
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]]>The post Jake Paul and Mike Tyson’s Netflix Fight to Feature BHOUT Bags appeared first on Athletech News.
]]>Before boxing legend Mike Tyson and influencer-turned-fighter Jake Paul go at each other in the ring, they and others will get the chance to turn their attention — and fists — toward what might be the world’s smartest boxing bags.
BHOUT, the Portuguese fintech startup, has partnered with Most Valuable Promotions, a live event promotion brand that’s co-owned by Paul and the promoter/producer for his upcoming bout with Iron Mike. In the days leading up to the fight, which will be available to stream via Netflix on November 15th, Tyson and Paul will partake in open workouts, a press conference and a weigh-in at The Pavillion at Toyota Music Factory in Irving, Texas. There, BHOUT’s artificial intelligence (AI) powered boxing bags will be on display and available to wail on for Paul, Tyson, celebrities, athletes and fans.
BHOUT training bags, dubbed the “boxing bags with a brain,” use sensors and computer vision with AI to track performance, improve technique and avoid injuries. The bags measure users through six key data points: strength, power, accuracy, exertion, number of strikes and technique before giving users a final score.
“Combat sports are deeply embedded in what we do at BHOUT,” said Mauro Frota, CEO of BHOUT. “For the last decade, we’ve been developing the most exciting and immersive combat esports experience that levels up the way people practice, monitor and improve their fighting skills while also offering a unique entertainment experience.”
The training bags can identify five strikes per second in terms of location, force and type of strike with over 97% accuracy, according to BHOUT. They represent an impactful addition to the boxing equipment industry, likely to revolutionize the sport on a night that’s expected to do the same.
“We are changing the game from within and this week’s event is just the tip of the iceberg for us and for everything we can do in the sports and entertainment industry,” Frota added. “To be a part of a historic moment such as the Paul VS Tyson fight is beyond our wildest dreams as a startup still making its way to the top.”
BHOUT’s involvement promises to draw an increased level of attention toward itself and its products. Sports Illustrated’s Chris Mannix, who covers both Boxing and the NBA, claimed on a Boston sports radio show that the fight itself could generate 40-50 million viewers. BHOUT and Most Valuable Productions believe they can exceed that with ease, expecting an audience of 280 million to tune in.
With or without Paul and Tyson, BHOUT is poised for future success. The brand raised €10 million ($10.7 million) in seed funding last autumn. It also just won the KPMG Tech Innovator Award for 2024.
BHOUT’s deal with Tyson and Paul represents another sign promoting gamification’s future in fitness as well. There’s significant scientific evidence supporting the concept’s effectiveness in spurring retention and promoting a healthier lifestyle for users. Fitness brands such as Orangetheory, EGYM, Zwift and countless others have been quick to catch on.
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]]>The post EGYM Raises $200 Million of Growth Capital to Further its Innovative Fitness Campaign appeared first on Athletech News.
]]>With one hand, EGYM, the global fit tech provider, pulls in data from its worldwide platform to shape and provide innovative workout experiences for its users. With the other, it’s pulling in investment capital to refuel those efforts.
EGYM just announced its acquisition of $200 million in a Series G funding round led by L Catterton and Meritech Capital. L Catteron is a global consumer-focused investment firm with a history of funding health and wellness companies, supporting brands like Tally Health, Thorne HealthTech and recently purchasing a stake in Solidcore. Meritech Capital is a Silicon Valley technology-focused venture firm.
The investment will add further support to the EGYM Wellpass corporate wellness network and further develop the brand’s digital solutions, smart strength equipment, and tech-enabled products. In the process, EGYM also received a valuation of over $1 billion.
“EGYM has impressed us with their ability to bring a huge vision – one that was particularly challenging to execute in the early stages – to market so successfully,” said Paul Madera, Co-Founder and partner at Meritech. “EGYM now offers employers a truly technology-driven solution that increases employee wellbeing and productivity while reducing sick days and healthcare costs.”
“I am convinced that EGYM will help to revolutionize the way people workout in gyms across the globe,” added Marc Magliacano, a managing partner in the L Catterton Flagship Fund. “EGYM’s technology enables gyms to become far more appealing and effective to both experienced and new gym members through unprecedented personalization and measurement.”
EGYM remains committed to reshaping the healthcare industry, focusing on preventative care before curative. The Wellpass network, which makes a wide array of fitness facilities available to millions, smart strength equipment, coupled with the known benefits of strength training, and AI-created personalized workouts, promise to further that effort now with this added capital.
“L Catterton and Meritech were my two absolute dream investors for our mission to build the leading global platform at the intersection of fitness and health tech,” said EGYM CEO Philipp Roesch-Schlanderer. “With Marc and Paul, we are strengthening our board with both fitness industry and technology experts. They share our vision of turning the world’s largest market, the healthcare industry, from repair to prevention.”
EGYM’s Wellpass network currently carries 17,000 sports partners and 14,000 corporate customers with over three million eligible employees, according to the brand. It grew even larger as recently as this month, with EGYM acquiring FitReserve, a U.S.-based fitness network with 2,000 studio and gym partners, facilitating 600,000 fitness classes across 60 major markets nationwide.
“Thanks to our smart technology solutions and our fast-growing international corporate wellness platform, we now have a real opportunity to accelerate this change and are more determined than ever to do so,” Roesch-Schlanderer added.
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]]>The post CEO Corner: MADabolic Co-Founder Brandon Cullen on Steering Away from Inclusivity appeared first on Athletech News.
]]>Brandon Cullen knew he and co-founder Kirk Dewaele wanted to diverge from the norm when launching MADabolic, the strength-driven interval training franchise, back in 2012. Now, after over a decade of operation, the brand is thriving in that exact nature, being its unapologetic self and helping anyone who’s willing to climb aboard reach their fitness goals.
MADabolic offers a challenging-yet-accessible environment unique to each client. Classes involve a strength-led approach, and workouts are crafted entirely around work-to-rest ratios designed to foster safe progression and continuous improvement. Qualified trainers are there to lead the way, ensuring personalized attention and safety.
It’s a rather specific formula, but one that has caught on nonetheless, with MADabolic now boasting 35 locations, 8-10 to open before the end of 2024, and with 60+ in development. The brand has grown its offerings in unison with its geographic outreach as well. MADabolic inked a deal with Macrostax to add personalized nutrition plans earlier this summer and before that partnered with Aqua Training Bag — now owned by Promountings.
Cullen spoke with Athletech News on this growth, his brand’s unique approach to fitness and its latest marketing initiatives.
The following conversation has been lightly edited for clarity and length
Athletech News: Can you tell us a bit about your background and how you got into this position with MADabolic?
Brandon Cullen: My co-founder, Kirk Dewaele, and I have always been inspired by outliers, both personally and professionally. Our fitness journey began as athletes, which naturally grew into a passion for redefining strength and conditioning within a group model. When we set out to create what is now MADabolic, it was clear that embracing the ethos of outliers was a path worth pursuing.
Athletech News: What makes MADabolic different from other boutique fitness operations, specifically with its approach to fitness and adding/satisfying members?
Brandon Cullen: As mentioned earlier, MADabolic isn’t about conforming to traditional molds. We’ve deliberately moved away from the overused group-fitness playbook, prioritizing structure and consistency over variety. Our focus is on sustainable strength training and personalized attention to detail. This approach tends to attract members who are serious about their fitness journey and expect more than just a generic workout. Our culture is designed to create an environment where every member trains with purpose.
Athletech News: What challenges have you faced while scaling, and how have you addressed them? How do current fitness market trends influence your growth strategy? Are there specific trends or consumer behaviors that you are leveraging to drive expansion?
Brandon Cullen: Scaling a brand like MADabolic comes with unique challenges, particularly when your model isn’t exactly designed for broad appeal. We’ve had to be very strategic about both the pace and location of our expansion, ensuring that every franchisee can uphold the level of structure and accountability that defines us. This process isn’t an exact science; sometimes, it requires taking strategic risks and betting on people rather than just markets. Overall, our growth strategy is focused on maintaining the integrity of our brand while tapping into areas with a clear appetite for what we offer.
Athletech News: MADabolic’s approach to fitness isn’t very commonplace in the industry. Why has it been important to get the word out about that with efforts such as your recent “Welcome” video?
Brandon Cullen: Our tone is undeniably different, and we take pride in that. The “Welcome” video was created to clearly communicate who we are and what we stand for—no frills, no fluff, just real, results-driven fitness. It’s important for us to get the word out because we’re not here to blend in; we’re here to stand out. We know our method works, but it’s essential that the right people hear about it. The video was about making a statement and setting clear expectations for new members when they walk through our doors.
Athletech News: Why do you think an emphasis on inclusivity has been such a selling point for so many other gyms? What led to your brand’s decision to steer things in a different direction?
Brandon Cullen: Inclusivity is a powerful narrative, and it resonates with many people—there’s no denying that. However, we don’t position ourselves as strictly inclusive or exclusive and we don’t cater to a specific body type or athletic background. Our environment can work for anyone, but it’s not for everyone. While some might see this as exclusivity, we prefer to view it as fostering a community of like-minded individuals who expect a little more from life. In short, we’re here to train you, not entertain you.
Athletech News: Your approach aims to deliver empowerment and transformation. How does this goal shape your marketing messages and brand positioning?
Brandon Cullen: Empowerment, both physical and mental, is at the core of everything we do. Our marketing is centered around promoting excellence and commitment. We position ourselves as the place where everyday go-getters can challenge themselves and sweat alongside people who are equally committed to their growth and goals.
Athletech News: What strategies are in place to support MADabolic’s growth? Are you focusing on expanding into new geographic regions, increasing the number of locations, or both?
Brandon Cullen: Franchise sales in fitness have slowed considerably over the last 6-12 months. This isn’t specific to MADabolic—it has impacted the entire fitness industry. Several factors contribute to this slowdown: major players in the fitness space have experienced public setbacks, borrowing costs are high, and the election year has made investors more cautious. Additionally, we’ve seen a shift of investment dollars from fitness to health span and recovery sectors. While I believe these startups may have a short shelf-life, they’re currently gaining attention.
All that said, boutique fitness isn’t going anywhere, and we’re confident in our trajectory. I anticipate a consolidation of concepts and portfolios in the next 12-24 months, where the strong will likely get stronger. But make no mistake, we’re focused on growth and are strategic about it. It’s not just about opening more locations; it’s about finding the right franchise partners who will enable our brand to thrive.
Despite the slowdown in new franchise sales, our openings remain strong. We’re in the process of launching 8-10 new units in the next four months, with additional commitments lined up for 2025. The good news is that new units and markets often drive new franchise sales. With the concept of strength training trending and our robust unit-level economics, we are very optimistic about the next 12-18 months.
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]]>The post Les Mills Launches New Pilates Program Targeted at Gen-Z appeared first on Athletech News.
]]>Les Mills, the international fitness brand licensed in 20,000 clubs, is expanding its exercise offerings to match its global reach. The brand just announced the launch of Les Mills Pilates, a new program that repurposes the classic exercise modality in a new format to attract Gen-Z fitness enthusiasts.
Les Mills Pilates went through 50 rounds of tests and revisions, according to the brand, to deliver a marquee Pilates experience and ensure long-term retention. The program inserts into any studio with ease thanks to its speedy instructor certification process and a mat being its lone equipment requirement. It differs from traditional Pilates classes, ushering in new music and the uplifting coaching style Les Mills is famous for.
“Being able to deliver Les Mills Pilates in any space, with nothing more than an optional mat, means clubs can quickly bring the world’s hottest trend to their studios and engage a broad range of members,” said Les Mills Pilates co-creator Summer Bradley.
“The program pays homage to Joseph Pilates, blending the best of old with the best of new as we add unique music, beautiful choreography and supportive coaching to offer members an unforgettable experience.”
It’s a well-timed launch for the brand with Pilates being one of the more popular fitness modalities, even being named as a top wellness trend for the current year. The workout format also experienced a 50% year-over-year online search increase according to a survey conducted by Health and Fitness Education (UK) in September of last year.
“With Pilates all the rage right now – particularly among younger members – Les Mills Pilates serves as the perfect addition to the timetable, offering integrated functional core training that supports other workouts, reduces risk of injury and leaves you feeling great,” said Bryce Hastings, head of research at Les Mills.
The program features low-impact, high-intensity exercise to elevate core endurance, flexibility and general well-being. It can be modified as well to make it applicable to different participants at varying fitness levels or dealing with any setbacks.
“Anyone who wants to move better and feel better will love this workout,” added Bradley. “It’s a particularly good complement for strength training or high-impact training. There are lots of different options and progressions, so people of all abilities can feel confident and enjoy the benefits.”
While the program is new, there’s already significant evidence backing its effectiveness. Dr Gillian Hatfield, an Associate Professor of Kinesiology at Canada’s University of the Fraser Valley, conducted an 8-week trial featuring individuals with an average age of 34.6 years who formerly took no part in regular Pilates or core training. Of that pool, 61% experienced an increase in abdominal endurance, 20% saw an increase in back endurance, 13% saw an improvement in flexibility and 13% experienced an uplift in general well-being.
“These results show Les Mills Pilates is a scientifically validated workout that delivers fast results,” said Hastings. “The effort members put into these workouts will be rewarded in terms of increased flexibility, core endurance and general well-being.”
This isn’t the first time Les Mills has used its keen understanding of consumer demands to establish new fitness offerings. Earlier this year, the brand launched Limited Edition, a series of science-backed exercise programs based on what Gen-Z gym-goers desire in a workout experience.
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]]>The post SWTHZ, Plunge Ink Exclusive Distribution Partnership appeared first on Athletech News.
]]>Contrast therapy franchise SWTHZ has partnered with Plunge, a leading cold plunge company, to make Plunge’s tubs available at its studios nationwide.
Through the agreement, Plunge becomes the exclusive cold plunge partner of SWTHZ, while SWTHZ becomes the official contrast therapy studio of Plunge.
SWTHZ will make Plunge All-In tubs available to members at its locations nationwide; the fast-growing contrast therapy franchise, which offers cold plunge, sauna an vitamin-C showers, is planning to have 75 studios open by the end of 2024 and 200-plus by the end of 2025.
The brands expect to facilitate as many as 12 million cold plunge sessions across SWTHZ locations in 2026.
“Over the past two years we’ve rigorously tested almost every plunge variation on the market, and without a doubt Plunge’s All-In has stood out as the best,” says Jamie Weeks, founder and CEO of SWTHZ. “Integrating the Plunge All-In into our contrast therapy suites represents a significant upgrade to our offerings and unlocks new possibilities within the member experience.”
“This partnership aligns perfectly with our mission of being the global category leader in deliberate exposure to heat and cold therapy,” Weeks added.
The Plunge All-In is Plunge’s marquee cold plunge tub. It features an easy-access design and connects to an app that notifies users when it’s time to change the filter — which only takes a few seconds. The tub can be controlled from anywhere via the app, ensuring it’s ready on demand. It maintains a temperature of 37 degrees Fahrenheit no matter how many plunges a user takes and cools 20% faster than previous Plunge versions.
SWTHZ will also support Plunge Club, the brand’s initiative to bring people together and establish a community via wellness and cold water immersion. Plunge Club plans to stop in Atlanta, Boston, Chicago and Los Angeles, where SWTHZ already maintains a presence.
“We are so excited to be partnering with SWTHZ” said Ryan Duey, Plunge co-founder and co-CEO. “This is a natural next step evolution into the industry of cold plunging and contrast therapy.”
Plunge believes the only thing holding back the wider adoption of cold plunging is the limited opportunities people have to find accessible options. This partnership offers a significant opportunity to change that.
“Our goal has always been to simplify and reduce the friction for people to get into cold water, and the biggest hurdle we’ve seen is actually getting people into a cold plunge for the first time,” Duey added. “Now having a best-in-class facility for our potential clients and communities we support is a win-win.”
The increased interest in wellness nationwide stands to benefit both brands as they move forward with this partnership.
New data is also out supporting the effectiveness of certain wellness modalities, while consumers show an increased willingness to spend on it.
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]]>The post SoWell Launches Product that Bio-Hacks Against GLP-1 Side Effects appeared first on Athletech News.
]]>SoWell, the metabolic health supplement distributor, is providing some extra balance for those riding the Ozempic wave.
The brand is launching a three-part GLP-1 support system that mitigates GLP-1 side effects to help users stay on the medication. The Ozempic market is currently valued at $10 billion, according to SoWell. One in every eight Americans also takes Ozempic/GLP-1s for reasons beyond weight loss, such as alleviating other illnesses, according to a KFF Health Tracking poll from May of this year.
This support system aims to assist that demographic, as SoWell also reports that 70% of users stop taking their GLP-1 medication after just one year due to limited help addressing its side effects. One of the most common setbacks stemming from GLP-1 usage is the loss of lean muscle mass.
“If weight loss is a goal, regardless of the intervention, it’s crucial to have the best tools and the right information to ensure beneficial and lasting results,” said Dr. Rekha Kumar, speaking on her strength training program for people experiencing weight loss from GLP-1s. “The last thing we want to see is people experiencing weight loss with medication while also losing muscle and decreasing their cardio-metabolic fitness in the process.”
SoWell combats that and more with this support system based on clinical research from founder Dr. Alexandra Sowa’s decade-long experience working with GLP-1 patients. The product includes 17 ingredients said to dilute side effects brought on by GLP-1s, such as nausea, constipation, diarrhea, fatigue, headaches, weakened skin elasticity, hair loss and muscle loss.
“As a physician specializing in internal and obesity medicine, I have spent over a decade working with
GLP-1 patients and understanding their unique needs and challenges,” said Dr. Sowa. “But other products on the market didn’t meet my standards and weren’t developed for GLP-1 users. There is a critical gap in the market when it comes to addressing the side effects an specific requirements of GLP-1 users on their weight loss journey. The SoWell GLP-1 Support System is designed to support and enhance the effectiveness of GLP-1 therapies while helping users achieve their health goals more comfortably and effectively.”
The system breaks down into three parts: SoWell Electrolytes, SoWell Protein and SoWell Fiber. SoWell Electrolytes mainly targets nausea and fatigue with Vitamin B6 and trace minerals. SoWell Protein focuses on maintaining muscle mass, skin elasticity and hair density with whey isolate, collagen protein and digestive enzymes while SoWell Fiber promotes long-term gut health and balances the digestive process with psyllium husk, guar gum and apple pectin fiber.
All are available separately or packaged together. They are all low-sugar, low-carbohydrate and possess zero artificial flavors, coloring or sweeteners.
This launch from SoWell comes at a pivotal time, as GLP-1 suppliers are growing in accordance with the increased demand. Hims & Hers Health made the medication available to consumers earlier this summer. Ivim at Work even just launched a GLP-1 corporate wellness program.
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]]>The post Crunch Franchisee Fitness Ventures LLC Acquired in Expansion Play appeared first on Athletech News.
]]>Fitness Ventures LLC, Crunch Fitness’ second-largest franchisee, is getting more fuel and added direction as it pursues cross-country expansion.
Meaningful Partners, an investment firm focused on middle-market and growth consumer companies, has acquired the franchise group.
Meaningful Partners will assist Fitness Ventures as it builds on its 47 Crunch locations across 25 different states, touching on its lengthy experience in scaling multi-unit businesses. New developments, mergers and acquisitions are expected following the agreement.
“Crunch Fitness provides one of the most relevant offerings at deep value, meeting a long-term consumer theme of ‘quality at value,'” said Amin Maredia, co-founder and managing partner of Meaningful Partners. “We are thrilled to support Fitness Ventures in their mission to expand their reach and impact in the fitness industry.”
Meaningful Partners has a history of working with health and wellness brands. The group invested in Allies of Skin, a science-back skincare brand earlier this year as well as M2 Ingredients, a vertically integrated nutraceuticals platform that provides whole-body health benefits via organic functional mushrooms.
“We are extremely excited about our partnership with Meaningful Partners as we continue to execute on our de novo and M&A growth strategy,” said Brian Hibbard, CEO of Fitness Ventures. “The Meaningful team’s background and experience in rapid scaling of multi-unit locations nationally makes them an ideal partner for our next growth phase. Our team is energized and excited to get to work.”
Jim Rowley, the global CEO of Crunch Fitness, even commented on the deal.
“I have immense respect for Amin and his remarkable accomplishments,” Rowley said. “His leadership and vision have made a profound impact, and we are excited about the potential this partnership brings.”
Crunch currently has 2.5 million members across 460 gyms worldwide. Its “No Judgments” gyms operate in 41 states and the District of Columbia, as well as Australia, Canada, Costa Rica, Portugal, Puerto Rico and Spain. Under Rowley, Crunch has its sights set on aggressive expansion.
Fitness Ventures isn’t the only Crunch franchise group looking to broaden its horizons.
Earlier this summer, JF Fitness of North America added eight new gyms in Alabama, Georgia and South Carolina after acquiring fellow Crunch franchisee Team Roldan. JF Fitness also aims to expand further after receiving an investment from Dallas-based private equity firm Trive Capital.
CR Fitness, Crunch’s largest franchising group, earlier announced plans to launch a mega-Crunch club in Altamonte Springs, Florida, with 16 more locations set to open by the end of the year as well.
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]]>The post Unscripted: FitOn Health CEO Ed Buckley on GLP-1s, Fitness & Healthcare appeared first on Athletech News.
]]>In the latest episode of Athletech News’ Unscripted podcast, Ed Buckley, CEO of FitOn Health, a corporate wellness and benefits platform under FitOn, one of the world’s biggest digital fitness brands, joins co-hosts Edward Hertzman and Eric Malzone to discuss FitOn’s merger with Peerfit, how to build a remote fitness community and how to be “more than just a benefit” for members.
Buckley, Hertzman and Malzone also break down the reasoning behind FitOn’s recent strategic partnerships, the balance between fitness, and healthcare and ongoing HSA/FSA fund restrictions. The three also discuss in detail the power of social coercion in fitness and the exponential growth FitOn has experienced over the past year.
Watch this episode of Unscripted for unfiltered takes on the following:
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]]>The post Equinox Plans New Luxury Wellness Resort in Saudi Arabia appeared first on Athletech News.
]]>Leaving Equinox’s newest wellness resort is going to be quite the challenge. The luxury fitness and lifestyle brand announced its plans to open Equinox Resort Treyam in Saudi Arabia — a hotel with an unrivaled approach to hospitality and wellness.
The resort will sit on the coast of the Gulf of Aqaba at a Magna site. Magna is a component of NEOM, a hotel division driving regional development in northwest Saudi Arabia.
“As a region, NEOM embodies the future of luxury hospitality, and Equinox Hotels is thrilled to create an unparalleled resort experience within this visionary destination,” said Christopher Norton, CEO of Equinox Hotels.
The Treyam resort will be as sleek as they come, constructed on a 450-meter-long bridge-like structure and floating 40 meters above a crystal-clear lagoon. Inside, members will find spacious guest rooms, a 450-meter pool, world-class culinary concepts, a Club House, a spa, longevity and technology treatments and a signature Equinox Fitness Club.
“Equinox Resort Treyam embodies the convergence of innovation and luxury, and this partnership will redefine sustainable hospitality with a focus on truly immersive experiences and active lifestyles,” said executive director of Magna Jeremy Lester. “I’m proud to champion this collaboration, one that will see us shape the future of luxury hospitality.”
Last summer, Equinox announced plans to launch another Saudi Arabian location with developer Red Sea Global and designer Foster + Partners. The brand, most known for its luxury fitness and lifestyle clubs, is now positioning itself as a major player in the increasingly popular wellness game. Besides its wellness resorts, Equinox recently launched an exclusive longevity membership priced at $3,000 per month, at its clubs in New York City and Highland Park, Texas.
Earlier this year, Equinox secured $1.8 billion in funding to refinance existing loans and for club expansion efforts. As of March, Equinox had 25-plus new club locations in the works, which would to its portfolio of 107 global clubs.
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]]>The post Momence Aims To Make Running Ad Campaigns a Breeze for Fitness Brands appeared first on Athletech News.
]]>What once took days – even months – of thinking, planning and execution may now only take a fraction of that time.
Momence, a software provider for fitness studios, gyms and wellness centers, has launched Momence Ads Manager, a program that helps fitness businesses launch ad campaigns without having to navigate confusing platforms or invest in assistance from a consultant or media agency.
Advertising isn’t just helpful, but necessary for business growth, Momence argues. It’s also something most fitness businesses can struggle with.
“We’ve heard first-hand from owners that they’ve failed to run ads themselves and so they either stop advertising altogether or leave it to consultants or media agencies to run their ad campaign for them,” said Vojta Drmota, co-founder and CEO of Momence. “All because the Meta Ads Platform is just too complex or difficult for owners to understand their return on investment.”
Momence is stepping in to better address that vital task. Momence Ads Manager takes existing customer and lead contact data and uses it to establish lookalike, inclusion, or exclusion audiences. Doing so allows brands to attract customers that are similar to their existing customer base and therefore more likely to join.
“This is truly game-changing for owners as they’ve spent so much time curating this unique community of members and now they can easily attract more like-customers by leveraging the data from inside of Momence,” Vojta said.
According to Momence, it’s the “only software provider in the fitness and wellness industry to offer owners the ability to easily build out, launch, optimize, and report on the performance of their ad campaigns all inside a single platform solution,”
“This means for the first time you can truly understand if your marketing efforts are worth optimizing or doubling down on,” Vojta said.
This innovation represents another step in Momence’s mission to become the fitness and wellness industry’s top all-in-one software platform. It recently helped Atlas Yoga and The Studio, a pair of boutique fitness brands, grow exponentially, spurring additional and proactive lead generation while establishing top-notch customer service.
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]]>The post Ergatta Adds Coach-Led Rowing Classes From CityRow appeared first on Athletech News.
]]>Ergatta, a maker of gamified connected rowing machines, is giving its users some extra sailing company. The brand has inked a partnership with WaterRower to make CityRow’s instructor-led classes available on Ergatta equipment.
By combining game-based programs with instructor-led content, Ergatta believes it now offers an unmatched rowing experience for its 100,000-plus users.
“Ergatta is known for our best-in-class workout games, which is great because that is our central focus,” said co-founder and CEO Tom Aulet. “At the same time, we are also committed to offering the most content variety in digital fitness and providing the necessary rowing form guidance and feedback for our members. With the CityRow partnership, it’s now fair to say that Ergatta has the most comprehensive and diverse digital content offering in connected rowing.”
The trainer-led classes from CityRow focus on technique and form, navigating users through intervals and concentrating on injury prevention. They include HIIT, endurance, strength, and mobility exercises done both on and off rowers. At launch, dozens of classes become available to Ergatta users with new new weekly releases planned as well.
With CoachAI weaved into the Ergatta system as well, users get the option to not only follow instructors but also track their progress while doing so. CoachAI uses computer vision to observe and evaluate a user’s rowing form and make personalized assessments and recommendations. This comprehensive approach is designed to make Ergatta equipment applicable to rowers of any level.
The CityRow classes are available on the original Ergatta Rower as well as the lower-priced Ergatta Lite, launched last November.
Evidence suggests this is a well-timed addition for Ergatta. Searches for “rowing classes” surpassed those of “strength training” in 2023, which is notable given the latter modality’s surge in popularity.
WaterRower, which makes equipment for brands including Ergatta, acquired CityRow earlier this year in a consolidation of the connected rowing space.
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]]>The post Gymdesk Gets $32.5M To Grow Fitness Software Platform appeared first on Athletech News.
]]>Gymdesk, a management software provider for gyms and fitness studios, will have deeper pockets from here on out. The fit tech company has secured a $32.5 million growth investment from software-focused investment firm Five Elms Capital.
With the new capital, Gymdesk intends to expand and strengthen its solutions while growing its customer base via new verticals.
“At Gymdesk, we’ve created an industry-leading product in a market dominated by outdated solutions,” said Eran Galperin, the company’s founder and CEO. “We’re excited to partner with Five Elms and leverage their resources and expertise to continue growing our company as we take our operations to the next level.”
Launched in 2016 and steered by individuals with substantial industry knowledge, Gymdesk currently provides software for over 2,000 fitness gyms and studios across 34 countries. The brand manages memberships, billing, marketing, attendance tracking and more with different software solutions for gyms, martial arts schools, gymnastics, yoga studios, dance studios and Pilates studios. Gymdesk has made a name for itself especially among martial arts studios, with clients including Kaijin MMA and Heroes Martial Arts.
Five Elms Capital specializes in fast-growing, B2B software business investments. Practice Better, an all-in-one practice management software platform for health and wellness pros, received a $27 million growth investment led by Five Elms Capital last year.
Outside Gymdesk, things remain fluid in the global fitness software space. Clubessential Holdings, a SaaS provider for health and fitness clubs, public golf courses, military organizations, camp organizations and more, is reportedly exploring a $3 billion sale. PerfectGym, a Poland-based software provider specializing in management solutions for fitness and leisure businesses, was just bought by German fit tech brand Sport Alliance.
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