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.

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.

As the fitness industry continues to grow and change year over year, so too should a fitness professional’s approach to marketing and promotion. With so many recent shifts in consumer priorities — particularly toward mental well-being and intuitive movement — alongside the swift advancements in technology and social media, there’s no shortage of new challenges and opportunities.

To provide valuable insight on navigating this landscape, Athletech News turned to Jessica H. Maurer, a leading fitness business consultant and strategist. With her extensive experience helping businesses grow, her work spans instructor development, brand transformation and creating joyful wellness journeys. Maurer shares her advice on connecting with audiences, building personal brands and standing out in an industry that has never been more competitive.

Athletech News (ATN): What do you see as the biggest shift in how fitness professionals should market themselves in 2025 compared to previous years?

Jessica Maurer (JM): We must leave the world of sets and reps behind. Consumers are working out for their mental well-being, and we must embrace that motivation and lean into it. Fitness professionals should focus on marketing the immediate gratification of a single workout — the endorphin rush, the mental clarity, and the confidence boost — and leave behind the story of 8-week weight loss.’

In 2025, the shift will be about connecting with the emotional and psychological benefits of movement, meeting people where they are and helping them leave each session feeling better than when they arrived. Highlight how your classes or services provide instant wins that enhance mental resilience, mood and overall quality of life.

ATN: How important is personal branding for fitness pros, and what are the key components of an effective brand?

JM: Many people were hurt physically or emotionally by the “no pain, no gain” mentality that fitness held for many years. While this old story may have represented pre-pandemic gyms, it is still widely believed in the consumer world. We have to work to rebrand the entire industry as one of support, intuitive movement and expertise. 

Because of this, I believe education and niche expertise will be huge components of a fitness professional’s branding moving forward. Consumers want to know their fitness professionals understand their unique pain points and see the consumer as an individual — not a “lump sum.” The fitness professional appropriate for a 25-year-old may not be the right choice for a woman in her 50s or a male in his 80s. Decide who you want to serve, then dig deep into that demographic’s needs, wants and challenges.

ATN: Which social media platforms should fitness professionals prioritize in 2025, and how can they effectively engage their audience?

JM: The platform itself is not important. Instead, the focus should be on how you use the platform. Social media isn’t just a coffee shop bulletin board – you cannot just post a flyer and then leave. You have to be social on the platform of your choice. 

Schedule 15 minutes daily to focus on the 3 Cs – connection, community and camaraderie. Comment on other posts. Share content from other accounts. Interact with your leads and customers. Be social (engage).

ATN: What types of content resonate most with potential clients and how can fitness pros stand out?

JM: Set yourself apart from others by highlighting your expertise. You are not Super Target. You are not going to make everyone happy. Instead, focus on what you do really well and the people you want to work within your business. Hone your knowledge and skills to demonstrate that you understand your target demographic’s needs, wants and challenges. 

Then, discuss these aspects with your audience. Share how you are continually learning about menopause to better support your clients. Mention the workshops you’re taking on improving balance and reducing fall risks. Be vocal about your ongoing education efforts to better serve your audience.

ATN: How can fitness professionals define and connect with their ideal audience in 2025, especially as trends evolve?

JM: Do you remember a time before social media? Believe it or not, businesses survived and thrived before Facebook was a staple. 

To truly connect with your audience, interact with them in person. Become the Mayor of Wellness in your city by making your name — and your business — known to everyone. Join the Chamber of Commerce, participate in community events, or sponsor a Little League team. Get out there and meet people while proudly representing your brand

ATN: What are some common marketing mistakes you see fitness professionals making, and how can they avoid them?

JM: If you are a dance studio owner or instructor, you should learn the latest TikTok dance craze. If you are not, you should skip it. 

In other words, be wary of fads and trends. Remember to speak directly to your audience to share your knowledge and expertise. Consumers want to see that you are authentic to your mission and yourself. 

It’s a common mistake for fitness professionals to not show real clients.. Stock images and photos of yourself are great to get you started or when in a pinch, but consumers are more likely to trust others who look like themselves. Show your leads that you are helping and supporting people just like them. 

ATN: What advice would you give to fitness professionals to future-proof their marketing strategies and stay relevant beyond 2025?

JM: Fitness professionals should stop focusing on what they can personally do. Instead, we should be focusing on what our target demographic can do. Focus your marketing efforts on how successful your customers are at accomplishing their goals or strengthening their resilience and willpower.

Remember, the goal is to convince the market to know, like and trust that you are the expert in the field. Without that level of trust, consumers will not purchase from you. Win them over by demonstrating how you can be their trusted ally on their wellness journey.

The post The Fit Pro’s Approach to Self-Promotion in 2025 appeared first on Athletech News.

Fitness membership management software provider Exerp has partnered with Ezypay, a fintech provider specializing in subscription and recurring billing solutions. 

The collaboration integrates Exerp’s member management platform with Ezypay’s expense management system so fitness businesses can automate recurring direct debit payments, process one-time transactions, create flexible payment plans across multiple locations, and enhance revenue collection through improved handling of failed payments.

“Exerp is thrilled to partner with Ezypay to deliver innovative payment solutions that will empower fitness and leisure clubs to thrive in an increasingly competitive industry,” Exerp chief commercial officer Mehdi Benjelloun said.

Exerp is well-acquainted with the fitness industry, having served several leading fitness companies including Life Time, PureGym, Virgin Active and Viva Gym.

“We are excited to partner with Exerp to create a combined solution that caters for enterprise health & fitness brands,” Ezypay’s head of growth Matt Humphries said. “By combining our payment processing capabilities with Exerp’s robust member management platform, we can offer users scalable, customizable tools built around the needs of the business and their members.” 

The post Exerp Partners with Fintech Provider appeared first on Athletech News.

Fitness On Demand has partnered with Corefirst to integrate new Pilates and strength training content into its digital platform. This partnership adds Corefirst’s progression-based workouts to Fitness On Demand’s existing Group Studio and Flex App offerings, aiming to broaden access to Pilates and resistance-based training.

Corefirst, known for its resistance-focused fitness equipment and instructional approach, will provide workouts designed to engage users’ core and build strength. These classes will now be available across Fitness On Demand’s digital network, allowing users to participate at home, in gyms, or remotely.

The programs offerings include one with 30-year Pilates industry veteran and top-tier instructor John Garey, who blends traditional Pilates with athleticism in his unique approach.

The collaboration addresses barriers in Pilates participation, a challenge Corefirst CEO Jeff Huling attributes to cost, inconvenience and perceived difficulty. Corefirst’s patented equipment and programming focus on inclusivity, catering to a wide range of ages and fitness levels.

“Despite being a proven movement modality for over a century, fewer than 10% of people in the U.S. practice Pilates,” said Huling. “We aim to change that by making Pilates more accessible and engaging.”

Fitness On Demand CEO Andy Peat highlighted the benefits for facility operators looking to expand their digital offerings while managing costs. “Pilates and resistance training are essential in today’s fitness landscape, yet traditional methods can be hard to access. This partnership allows us to make these practices more widely available, benefiting both users and operators,” Peat said.

The partnership enables gyms, studios, hotels, and residential communities to enhance their fitness options, providing users with flexible, expert-led Pilates and strength classes through Fitness On Demand’s app-based platform.

The post Fitness On Demand Expands Pilates and Strength Offerings Through Partnership with Corefirst appeared first on Athletech News.

Software platform PushPress, co-founded and led by former gym owner and software engineer Dan Uyemura, has raised $20 million in a Series B funding round that will advance PushPress to the next level, setting the stage for the software company to become the go-to platform for gym owners — a comprehensive, one-stop solution akin to an Amazon for fitness businesses.

Altos Ventures led the round, which included participation from StepStone and Mucker Capital. The funding will drive several key initiatives, including elevating member and mobile app experiences, as well as developing new products to help gym owners streamline every aspect of their business — enabling them to focus on their clients.

PushPress is in the business of solutions, and for good reason. Uyemura, who owned two different gyms over nine years, had a front-row seat to the challenges gym owners face, inspiring PushPress’ customer-first focus. Customer reviews, NPS scores, and feedback drive their approach, with their 2024 north star centered on deepening gym engagement — a commitment underscored by their recent ‘Customer Love’ themed company summit.

Uyemura channeled the frustrations he felt as a gym owner into a passion and is confident that PushPress can rewrite the script and rightfully restore power back to independent gym owners. By helping once fragmented single owners harness network effects and economies of scale, PushPress aims to give these owners the collective strength and resources they couldn’t efficiently achieve on their own.

“We are going to be able to help gym owners do what they want to do, and we really feel that we’re one of a couple of people in the industry doing it in defense of gym owners and with gym owners in mind,” Uyemura tells Athletech News. “The first part of our work is just getting the predators out of the equation — people who are owned by private equity or banks or payments companies who really don’t care about gym owners. And let’s bring that power back to the gym owner and let them work with us to build the perfect system with them. That’s what gets me up every day.”

The Series B is a major milestone for PushPress, advancing its mission to serve boutique gyms and fitness studios with rapid product innovation and unparalleled benefits. Unlike other mature offerings that prioritize profit over customer value, PushPress is committed to continuous, rapid product development — including free plans and insurance solutions to help gyms achieve sustainable growth. This investment allows PushPress to accelerate impactful solutions for gym owners in an underserved market even more rapidly.

“We’re truly a help-first company, and we believe that customer support and customer service is actually part of our product,” Uyemura continues. “I think that’s gotten away from a lot of people. If you think you’re selling coffee at a coffee shop, you’re wrong. You’re selling the ambiance, the music, the ability to study there, you’re selling so many more things than just the coffee. I think our industry is kind of like that, where customer support, education, and help — like how to actually use the software to make your business better — are actually the product. So we view everything through that lens.” 

Artificial intelligence functionality will be a focus within the software, specific and targeted to gym owners. However, as Uyemura sees it, those in human personal service roles — such as personal trainers — will be the “most shielded” in the age of technology. 

“In the next five years, I think AI will meaningfully make gym owners smarter and more efficient,” Uyemura predicts. “I think that the utopia for gym owners is just to be able to focus on their clients — like soft skills and the hard skills that make them a great trainer and get results for their gym members aren’t the same as being able to look at reports, run payroll — all the stuff you have to do to run a business.”

PushPress offers the ideal solution — allowing gym owners to return to the core concept of the fitness industry: building a community and serving clients.

“Hopefully the software gets to a point where it’s running your gym pretty much for you, or it’s co-piloting your gym with you,” Uyemura says. “You get to focus 80% of your attention where you want to.”

To learn more about PushPress, check out this episode of ATN’s Unscripted podcast where Uyemura discusses the role of technology in gym management, the importance of retention over acquisition, building a sustainable fitness business and more.

The post PushPress Secures $20M for One-Stop Solution for Gym Owners appeared first on Athletech News.

In this week’s round-up, we’re highlighting the stories people are talking about and the news you might have missed. From quick updates to noteworthy developments, here’s a snapshot of what’s been happening this week in the fitness and wellness industry.

EcoVadis, a leading sustainability rating agency, awarded Technogym a gold medal, placing it in the top 5% of global companies. The rating, based on environment, labor rights, ethics, and sustainable procurement, recognizes Technogym’s improved performance across all parameters. Chairman Nerio Alessandri emphasized the company’s commitment to wellness and sustainable development.

GYMGUYZ launched its ambitious 2025 vision at its eighth annual Recharge Convention in Cancun, emphasizing franchisee support and innovative initiatives. Key highlights included the introduction of the GG DRIVE Platform and a new operational app for fitness assessments. The company plans to expand to 400 new cities, continuing its rapid growth.

Beyond Yoga® launched Club Beyond, a weeklong pop-up in New York City from October 11-16, 2024. The event features fitness classes, workshops, and retail experiences, embodying the brand’s pillars of mind, body, and connection. It aims to engage with existing fans and expand the customer base in one of their largest markets.

Data scientist Mark Trudeau and podiatrist Dr. Sadegh Arab co-authored There’s a Food for That, a guide linking specific foods to 100 top diseases. Based on analysis of 60,000 medical studies, the book offers targeted dietary recommendations for preventing and managing common health issues. It provides data-driven, specific food advice rather than general nutrition tips.

Rêve Health and Vos Fitness have formed a strategic partnership to offer personalized wellness solutions. By combining Rêve Health’s integrative medicine approach with Vos Fitness’s expertise, they aim to provide tailored health plans based on individual physiology. This collaboration promises a more comprehensive, data-driven path to wellness, empowering clients to live with vitality and purpose.

The post The Week in Review: ATN Rewind appeared first on Athletech News.

Precor has teamed with Spia Cycling Inc. for a strategic global distribution agreement that revitalizes the availability and support of Stages Cycling products in new markets and for existing customers.

A subsidiary of The Giant Group, Spia Cycling acquired Stages Cycling last month in a $20 million deal. Earlier this year, Escape Collective reported that Oregon-based Stages Cycling conducted mass layoffs and was close to ceasing operations. 

Now, Precor will serve as the North American distributor for Stages Cycling’s commercial product lines, with distribution rights set to expand to additional regions in the coming months. The company has made a name for itself in the cycling world, known for its smart bikes, power meters and cycle computers and has been a chosen brand of fitness leaders Equinox and David Lloyd.

“Stages Cycling is a global leader in the cycling industry, with products trusted by professional cyclists and indoor cycling studios worldwide,” Precor CEO Dustin Grosz said. “We are excited to bring their innovative cycling products to our customers who seek best-in-class equipment backed by reliable service and support.”

It’s the latest partnership for the commercial fitness solutions provider, having recently collaborated with Glutebuilder to introduce a new plate-loaded glute training line.

Paddy Murray, Spia Cycling’s vice president of global sales and marketing, noted that Precor shares Spia Cycling’s commitment to innovation, quality, and customer service.

“This agreement will enable us to better support our existing customers and markets while providing exceptional service and support, ultimately helping us grow our market share,” Murray said.

The post Precor and Spia Cycling Partner to Boost Stages Cycling appeared first on Athletech News.

Better health, better wallet — that’s Tempo’s take on its new partnership with Flex, a Health Savings Accounts (HSA) and Flex Savings Accounts (FSA) solutions provider. The collaboration makes it easier for members of the AI virtual personal training program to use their HSA and FSA dollars, making fitness more accessible.

The fitness company, co-founded in 2015 and led by Moawia Eldeeb, raised $220 million in a Series C in 2021 for its Tempo system. The at-home gym includes smart weights featuring AI-powered sensors that deliver real-time form feedback and use AI and biometric data to create personalized daily workouts.

Tempo’s marketing VP, Raechelle Hoki, said the partnership with Flex has provided a streamlined path for the personal training platform to accept HSA/FSA payments, reducing friction in Tempo’s sales funnel.

Tapping Into a Larger Consumer Base

“Initial tests have shown encouraging improvement to our conversion rate after implementing the Flex payment option,” Hoki said. “We believe this comes not only from being able to offer more payment flexibility to our customers but also from the added credibility that comes from being eligible for these tax-advantaged payment types.”

Flex currently works with over 100 brands, offering two pathways for merchants: Product Verification, which identifies and processes items that are eligible for all (over-the-counter medications, menstrual products and first aid supplies) and Health Check, which is for brands selling dual-use items where items are eligible if they are deemed medically necessary. Flex’s Health Check uses telehealth and healthcare providers to determine if consumers qualify to make purchases that would be covered as medical expenses.

“Tempo is a great example of a wellness brand that can easily tap into a bigger market by expanding its payment options,” Flex CEO and co-founder Sam O’Keefe said. “With the wellness and fitness market booming right now, this is the perfect time for brands like Tempo to win and retain customers who have set money aside for these kinds of services.” 

Democratizing Fitness

It’s the last consumer-friendly move from the smart home gym company, which launched a unique ‘Fitness Refund’ in April (a nod to tax time). During the limited-time promotion, Tempo offered to cover gym cancellation fees in exchange for users signing up for its Tempo Training program. The deal encouraged fitness enthusiasts to look at the bright side of at-home training programs, such as the elimination of a commute to the gym or the need to plan a workout.

Tempo’s partnership with Flex underscores the at-home gym brand’s commitment to accessibility, which Eldeeb noted in an exclusive interview with Athletech News last fall. A former personal trainer, Eldeeb co-founded Tempo while attending Columbia as a computer science major.

“Our mission at Tempo has always been to make personal training and fitness more accessible, and the impact personal training had on my life when I was younger is a big inspiration for that,” he said. “I was born in Egypt and moved to New York City when I was in third grade. My family became homeless when I was in middle school, and the trainers at my local YMCA agreed to train me if I focused on school. It was with their help that I excelled academically and fully understood the impact fitness could have on someone.”

The experience left a significant impression on the Tempo CEO.

“I realized that one-on-one, personalized training and guidance was unattainable for most people, and sought to fill that gap by combining AI and weightlifting to create the only at-home fitness solution with a built-in personal trainer,” Eldeeb continued.

Other Brands Tap HSA/FSA Dollars 

As fitness, wellness and healthcare continue to converge, other leading names in fitness have begun offering HSA/FSA options to find new consumers and make fitness and related areas (like recovery) affordable.

Last fall, recovery technology brand Hyperice teamed with Sika Health, so its suite of wellness brands (such as Hypervolt, Normatec, Venom, Hyperice X and more) can be purchased using HSA/FSA funds.

This year, Mark Wahlberg-backed F45 Training teamed with New York-based telehealth platform Dr. B so F45 members could pay for their functional fitness classes. Dr. B also partnered with Xplor Mariana Tek, BODi and SoulCycle for similar pre-tax dollar coverage to make paying for memberships and classes easier and more accessible.

Better Health for All

Proponents of using pre-tax health savings and spending accounts to pay for fitness and wellness expenses, such as Adam Zeitsiff, chair of the National Health and Fitness Alliance, say it’s a game-changer for Americans.

“We all intuitively know that regular exercise is a vital pillar of a healthy life, and the science backs it up,” Zeitsiff wrote. “Yet, access to fitness facilities, programs, and equipment remains out of reach for many Americans.”

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If you’ve ever found your gym bustling with activity in the early hours, there’s a good reason: more than half of Americans (65%) choose to start their day with a gym session, as revealed by a recent survey conducted by Flex Fitness. 

The rising interest in fitness and health has led gym membership and engagement numbers to soar across low-priced, high-value franchises such as Planet Fitness and Crunch Fitness to premium country club style operators like Life Time, where waitlists are routine. 

There’s never been a better time to be in the fitness and wellness business, which has united Gen Z, Millennials, Gen X and Boomers in a health mission. It’s not a passing trend, either — the Bureau of Labor Statistics projects that the employment prospects of fitness trainers and instructors is rosy and will create nearly 70,000 job openings annually.

With a healthy job market, new data from Flex Fitness, the creators of a free workout app, and Insurance Canopy, which counts 43% of fitness instructors as its policyholders, provides fresh insights into the current preferences of gym goers and ideas on how to keep fitness consumers committed to their health goals.

Rise and Grind 

Fitness consumers are more apt to prefer the two-hour window between 6 a.m. and 8 a.m., according to 33% of men and 21% of women polled by Flex Fitness. The timing is more than just convenience; it is linked to performance and quality, as 71% of gym goers reported. Over a third (35%) of respondents say cardio is the modality most impacted by workout timing.

This data can be helpful to personal trainers looking to attract new clients, considering 47% of Insurance Canopy’s fitness experts/policyholders teach multiple types of classes and 66% lead small group personal training. While personal training is the leading niche for fitness instructors based on sales data, other offerings also show promise: yoga (27%), group fitness (21%), dance (17%) and Pilates (16%).

Following cardio, gym goers say that timing affects strength training (23%) and yoga (18%), which could be helpful for gyms and personal trainers to determine the most optimal class times and scheduling formats to offer. For example, it may be prudent to schedule cardio-based classes earlier in the morning.

Younger fitness enthusiasts (those 18 – 29) tend to be divided by the 6 a.m. – 8 a.m. slot and the evening between 8 p.m. and 10 p.m. Since Gen Z tends to be most interested in strength training, having an evening class could attract a high number of attendees.

Staying on top of the latest trends in sports and fitness can also generate great ideas for new fitness classes. This summer, Crunch piloted a pickleball-focused circuit-based class at six of its gyms in New York, New Jersey and Los Angeles. The effort has paid off, with Crunch CEO Jim Rowley telling ATN recently that the program has been “wildly successful.” 

Staying Engaged

Notably, the top reason fitness consumers lose motivation is not having a consistent schedule or structured routine, according to 43% of respondents. It’s a substantial finding, but there are simple remedies that gyms and personal trainers can take to keep clients encouraged. 

Fitness consumers want flexibility, and 16% say there’s a correlation between being able to fit in a workout in their busy schedule and sticking to a regimen. Another 14% report that tangible results from their efforts keep them engaged, while 13% say it’s having a reliable workout buddy by their side. 

The leading personal training styles are functional fitness (78%), strength (56%) and wellness training (44%), which have all seen demand in 2023 and 2023, according to Insurance Canopy’s findings. Low-impact fitness modalities, such as Pilates, also continue to see a boom in participation.

Personal trainers can leverage such findings from Flex Fitness and Insurance Canopy by widening their offerings, introducing a small group Pilates class and encouraging participants to bring a friend. 

Having a workout buddy does more than keep fitness consumers committed; it’s an effective way for fitness trainers to attract new clients. According to Insurance Canopy, clients still prefer good old-fashioned word-of-mouth recommendations when looking for a trainer. In fact, the insurance carrier revealed that its personal trainers get most of their clients (84%) from referrals and networking (19%), outpacing print and social media marketing efforts.

Supporting Personal Trainers

Personal trainer responsibilities have evolved beyond weight loss. Technology has also changed the landscape, leaving some fitness experts wondering how best to serve a growing clientbase who use continuous glucose monitors.

According to recent findings by Canopy Insurance, some of the most requested duties of personal trainers are personal wellness coaching and strength training (tied at 31%), muscle gain and weight loss support (also tied at 13%) and motivation (6%). An additional 3% are looking for mobility/flexibility training. Gen Z and Millennials are particularly interested in retaining the services of personal fitness and wellness experts. 

While there are several certification options, the National Academy of Sports Medicine (NASM) (28%) is the most popular certified personal training certification, according to Insurance Canopy’s survey. Following NASM is ACE (25%), ISSA (19%) and ACSM (16%).

NASM recently launched two new course offerings to better prepare personal trainers, one of which allows them to participate in a wellness coaching simulation that provides real-time feedback from a mentor. 

Educational courses give personal trainers an edge against the competition and keeps them up-to-date on the latest initiatives and trends, but gyms can also find ways to support and attract top trainers. 

Crunch Signature, the gym operator’s premium facilities, is investing in Ride, its indoor cycling class, integrating Struct Club, a programming platform and app for fitness studios and instructors. The partnership introduces a certification program for Ride instructors to learn music programming techniques based on behavioral research — the kind that will maximize attendance.

“Today’s consumer expectations are higher than ever,” Struct Club founder and CEO Amira Polack said. “Impeccable quality, unique experiences and freshness have become table stakes – every class, every coach, every time. Adjacent hospitality sectors to fitness have tapped into tech that enables client-facing employees to ‘wow’ customers, but fitness is behind. Together, Struct Club and Crunch Signature are making it easier than ever for group exercise instructors to lead the pack.”

Zumba is also giving its dance fitness instructors a new opportunity following a partnership with digital health platform Noom. The news was announced at Zincon, Zumba’s 15th annual instructor convention, and it gives Zumba instructors a pathway to become a Noom Mindset Coach.

“At Zumba, we are committed to empowering people to live healthier, happier lives through the joy of dance and fitness,” Zumba CEO Alberto Perlman said. “Beyond this, we are always looking for ways to support our instructors and give them access to growth opportunities.”

Both Rowley and Perlman are two of ATN’s Power Players. See the full list here. 

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For 10 years, Michael Wuest successfully managed a CrossFit gym in Columbia, Missouri. Despite generating 50-100 new leads per month, he faced a stark realization about retention in his first year: 50% of his membership base churned, predominantly around the six-week mark. 

This alarming trend prompted a deeper investigation into the customer experience. Wuest discovered that the primary reason for member departure was the overly busy classes, which led to inadequate individual attention and a disconnected experience. To address this, he focused on the critical first 100 days of membership, identifying key communication needs to enhance personal engagement. 

He found that 30% of departing members felt neglected in the bustling environment. He designed a framework for the first 100 days, mapping out the customer journey to identify key interaction opportunities supported by strategic touchpoints via email and SMS. He created feedback loops, prompting member check-ins at the 2-week, 30-day, 6-week, 60-day and 90-day marks.

These comprehensive measures significantly improved member retention by seamlessly integrating new members into the gym community and ensuring a consistent and personalized client experience throughout their journey.

Being Solution-Oriented 

For a CrossFit owner or any gym owner or operator retention is the castle, and the right type of deeply customized communication at the right time is the key.

The issue then becomes time. What CrossFit owner or yoga studio operator has the bandwidth to maintain highly personalized strategically-timed communication with every member? 24/7?

Enter artificial intelligence (AI).

Wuest set out to develop a solution, and 4 years later, co-founded UpLaunch, a marketing automation and CRM platform that utilizes AI for personalized communication, marketing campaigns, and more.

Using UpLaunch, his retention rates jumped to 90%. UpLaunch – now called Zen Planner – grew to $1.5MM annual recurring revenue (ARR) and was acquired by Daxko in January 2020 with Wuest becoming the vice president of marketing for the SMB Division.

Wuest says that given his past, he is determined to help gyms win at the retention game, and he believes AI is a key component to making that happen.

Creating Stickiness

“AI can be used in so many ways, and can act like an owner or operator’s right-hand man, picking up much of the work that goes into communication, marketing, follow up and more so gym owners can be on the floor – where they want to be – working with members,” he says.

He points to the critical first 100 days of membership previously mentioned.

“When I realized the impact of the right communication and touch points in those first 3 months, I saw a huge opportunity to transform new members into brand ambassadors rather than losing them.”

Wuest touches on the psychology involved in the onboarding process, and how critical it is to be supportive. 

“Anyone joining a new gym typically has a little anxiety,” he says. There are thoughts of ‘Am I fit enough?’ “Do I view myself as a CrossFitter or a student of the Dojo?” These individuals are vulnerable, but they joined the gym for a reason. If you keep fueling that fire, you can turn it into an inferno.”

Wuest created a way to communicate and share information that makes it easy for fitness business owners to understand and use. It is Zen Planner’s Engage feature, and it meets each new member where he or she is and cultivates them with highly personalized content at just the right pace and cadence.

“This playbook helps gyms virtually walk alongside members, orienting them, checking in, and more,” he says. “After 6 weeks, once members have found their footing, we prompt them to write a social media review, solidifying their membership mentally and publicly while promoting the gym. It continues from there.”

Clearly, once a member moves past their first 100 days, retention measures don’t stop. Wuest says AI gives gyms the power to execute highly personalized life cycle marketing campaigns that continue strategically throughout each membership.

“It’s important to remain in lockstep with members even when they aren’t in the gym, and AI can do this by delivering customized content, check-ins and more,” said Wuest.

AI Assistant 

Wuest says AI is a valuable asset that provides operators and owners with continuous, critical feedback on each member’s experience, allowing for refinements and enhanced retention rates.

“AI can monitor a member’s attendance consistency, results, engagement in different areas, and more,” he says. “If a member’s attendance drops, AI can alert the owner or operator and even handle communication to get that member back. It’s a built-in trigger.”

AI-powered chatbots are another valuable tool for gyms.

“Bots can handle typical Q&A, answer questions about the gym, membership packages, pricing, and more, and identify leads, placing them into the sales funnel immediately.”

Wuest sees great value in this for both gym owners and prospects.

“The name of the game is speed to lead,” he says. “The faster a prospect’s questions are answered, the better. Often, these questions come in late at night. It’s impossible for a gym owner to respond 24/7, but a bot can.” 

Bonus: The bot also compiles the types of questions they receive so the owner can address pain points in their marketing. 

Digging into the Data

Gyms have long used CRM tools and software to gather data on their members. That’s marketing 101. Now, gyms can use AI to act on that data, eliminating time spent pouring over reports.

“AI can build predictable models to determine when someone may be considering canceling their membership, versus an owner or staff member mining the attendance data and guessing when a member might be on his or her way out.”

Beyond retention, this ability can translate to upselling.

“These predictability models can help gym owners identify which members might be ripe for PT, or other services the gym offers.”

The Virtual Road Ahead

So what does the future of the fitness industry look like, with AI?

“AI will continue to unlock more tools for gyms to build profitable businesses,” Wuest says. “It will save owners an immeasurable amount of time while helping to foster deeper, more personal relationships between members, the staff and the gym.”

He also says AI can feed into other marketing resources for significantly better results and efficiencies.

“Systems like Zen Planner can be integrated with paid media for deeply-targeted prospecting – reducing costs and delivering superior results,” he says.

In the end, Wuest holds true to his passion and mission to help gyms win.

“I have lived the life of a gym owner and it’s not easy. Not by a longshot. So we use technology and AI now to make gyms more profitable, buy back time for owners and operators and help them to live a better life. That’s been my mission for many years.”

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Pilates, yoga and tone workout brand FS8 has announced its plans to expand across the U.K. and Europe as part of its ambitious growth plan.

FS8, which is owned by F45 Training, opened its first studio in London in 2022 and launched its flagship location in Austin, Texas in April. The science-backed fitness brand has since expanded into South Korea, Europe and, most recently, the U.K. 

Club Sports Group, the primary franchisee for F45 Training and FS8, will collaborate with U.K. and European F45 locations to boost the branding of FS8 and open 50 more studios across the globe. The new franchisees so far will be located in London, Luxembourg, New Caledonia and Madrid, with plans to expand even more.

Since the founding of F45 Training in 2013, the demand for a low-impact, high-energy fitness experience has grown, leading to the creation of FS8, which combines reformer and mat Pilates, tone and yoga. The program also integrates dumbbells and activation bands, offering a variety of exercises to improve muscular strength, endurance, cardiovascular fitness, flexibility and recovery.

In London, the demand for FS8 classes has soared.

Emily Rutherwood, who leads performance and growth for the FS8 Europe master franchise, says now is the time for the brand to spread its wings.

“FS8 Oxford Circus has been open for over 18 months, and the response has exceeded our expectations,” Rutherwood said. “Classes are waitlisted daily, and our membership base continues to grow. We have learned so much from the launch of our first studio 18 months ago, and are super proud to have developed the brand and the product to a point where we are able to successfully scale.”

From the brand’s headquarters in Central London, FS8 plans to support the various franchises and attract more potential franchisees and investors.

“It is now an incredibly exciting time to expand the concept across the U.K. and Europe,” Rutherwood said. “It is a great honor to drive this growth and be dynamic leaders in the health and fitness industry.”

FS8 joins similar studio brands in the race for international expansion, such as Club Pilates’ recent growth in Germany and barre3’s plans to open up locations across the globe. 

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When membership numbers surpass projections, equipment needs change suddenly and the studio space seems a lot smaller than it used to, it’s time to grab momentum and grow. The problem is that many financing services don’t understand how fitness and wellness businesses operate.  

Whether it’s updating equipment, expanding services, offering new classes, improving the member experience, or opening new locations, these investments are crucial for staying competitive.  

A Mindbody survey found that 36% of fitness studios and wellness businesses say securing capital to grow is a top challenge. It takes, on average, 25 hours for a typical business to gather documentation and fill out forms for a loan that they are not guaranteed to get.  

Growth funding accessibility can make or break a success trajectory. According to business funding matchmaker Fundera, nearly 30% of small businesses fail because they run out of capital, and only 48% have their financing needs met. This gap leaves many wellness entrepreneurs struggling to achieve their objectives.  

By understanding the unique needs and dynamics of the wellness industry, Mindbody Capital provides a more streamlined and tailored approach to funding, empowering owner/operators to turn their growth ambitions into reality.   

The Struggles of Securing Traditional Financing  

Staying ahead of the curve in today’s crowded fitness market — as well as all the trends — is crucial. Customers expect it. Businesses need to continually evolve and innovate to attract and retain members, deliver exceptional experiences, and ultimately, thrive. The costs associated with these improvements can be substantial, and not every business has the necessary cash reserves to fund them outright (and not every business owner understands cash flow).  

“While the pandemic disrupted the industry, businesses are now focusing on rebounding and rebuilding, as they look to fund payroll and hiring, fueling new marketing campaigns to win back former clients and acquire new ones, investing in new equipment and refreshing offerings, paying rent and fueling expansion, and more,” said Alice Shen, senior director of business development at Mindbody. “While all positive, businesses may require additional capital, which can be difficult to secure.” 

Securing funding through traditional means can be a daunting and time-consuming process. Banks and other lenders often require strong personal credit, collateral or a personal guarantee. The application process can be lengthy, and even if approved, the terms may not be ideal for the unique needs of a wellness business.  

Conventional funding channels also heavily scrutinize business performance history, which can be particularly challenging for those still navigating the aftermath of the pandemic. Considering interest rates still aren’t ideal, the process becomes even more complex and expensive.  This can leave entrepreneurs feeling stuck, unable to pursue their growth objectives or seize opportunities as they arise.  

A Tailored Solution  

Unlike traditional loans, Mindbody Capital bases its offers on a business’s integrated payment processing. Eligible Mindbody customers can access funding quickly and easily, with funds deposited in as little as 1-2 business days.  

The cash advances available through Mindbody’s capital partners tend to have lower costs, with rates from 6% to 15%, while typical providers often charge upwards of 30%. This difference is made possible by Mindbody’s established customer relationships and access to sales performance data. Mindbody customers can take advantage of non-recourse financing with competitive capital fees, an option that is not widely available from other providers in the current market.  

“Mindbody Capital offers pre-approved financing based on information that is already available in the Mindbody software,” said Shen. There are no applications, no credit checks, and no interest. Just a flat fee. Customers can accept as much as they need and leave aside what they don’t — and use the funds for whatever business expense they need to.” 

One of the standout features of Mindbody Capital is its repayment structure. The cash advance is automatically paid off based on a percentage of daily sales. There are no monthly minimum payments, late fees or interest charges. This flexible approach ensures that repayment aligns with cash flow, making it easier to manage finances and invest in growth.  

For example, imagine a yoga studio owner named Sarah who wants to expand her business. She decides to use Mindbody Capital because it offers better rates than traditional lending and transparent flat fees and receives a $50,000 cash advance to fund her renovation, new equipment and additional staff. Her repayment is automatically tied to her studio’s daily sales.  

On busy days, a slightly higher percentage of sales goes towards repayment, while on slower days, the amount adjusts downward. This means Sarah doesn’t have to worry about fixed monthly payments that could strain her finances during slower periods or off seasons. Plus, there are no late fees or interest charges. The repayment process is seamlessly integrated with her daily sales through the Mindbody platform, making it easy for Sarah to track her progress and plan ahead.  

Second Location Solution  

Business owners have found Mindbody Capital to be a valuable tool for various growth initiatives. Some, like the franchisees of sensory gym We Rock the Spectrum, have used the extra funding to explore new marketing avenues.  

“The extra funding has allowed owners to venture into new areas of marketing such as purchasing a booth at community events, do a stronger push on social media advertising, etc.,” shared Shane Stahl, chief marketing officer of We Rock the Spectrum.  

Others have leveraged Mindbody Capital to fund expansion efforts, such as adding new services or taking over a former studio space. This has been particularly beneficial for franchises looking to grow their footprint.   

“With some of our franchise owners expanding into their second location, Mindbody Capital has allowed them to purchase key pieces of equipment and supplies to assist with the build out of that second location, greatly facilitating the speed at which they are able to get these second locations open,” noted Stahl.  

As the wellness industry continues to grow, so too will the need for accessible and flexible financing solutions. Mindbody Capital represents a significant step forward in meeting this need, providing business owners with the tools they need to build better gyms and studios, expand their reach, and deliver exceptional experiences to their clients and members.  

For more information about Mindbody Capital, visit mindbodyonline.com/business/capital 

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IDEA Health & Fitness Association has revealed the finalists for the 2024 IDEA Industry Awards. These prestigious awards recognize excellence and leadership in the fitness industry, celebrating individuals who have made significant contributions to health and fitness.

The winners will be announced during the 2024 IDEA World Health & Fitness Convention in Los Angeles, scheduled for July 10-14. The event will feature a Gala of Distinction where the award recipients will be honored.

The IDEA Industry Awards have a long and auspicious history, dating back to 1985. Previous awardees include Tony Horton, Jane Fonda, Richard Simmons and Andre Agassi. This year, the IDEA Jack LaLanne Lifetime Achievement Award has been renamed to honor iconic fitness couple Jack and Elaine LaLanne. Elaine LaLanne will present this year’s award to Gilad Janklowicz, fitness trainer and creator of Bodies in Motion, the longest-running televised fitness show in the United States.

“We are committed to celebrating those who elevate the standards of our industry and inspire others to pursue healthier lifestyles,” said Amy Boone Thompson, IDEA CEO and owner. “The nominees for the 2024 IDEA Awards embody the passion, innovation and leadership that drive our mission forward.”

The finalists for the 2024 IDEA Industry Awards are:

IDEA Fitness Leader of the Year

• Desi Bartlett, Oahu, Hawaii: Founder of Desibodymind.com
• David Geslak, Chicago, Illinois: Developer of the Autism Exercise Specialist Certificate with ACSM
• Ingrid Knight-Cohee, Vancouver, BC: Fitness programming overseer for Fitness World Canada

IDEA Personal Trainer of the Year

• Marc Coronel, Las Vegas, Nevada: Global fitness consultant and educator
• Stephen Holt, Timonium, Maryland: Owner of 29 Again Custom Fitness
• Rocky Snyder, Capitola, California: Expert in human movement

IDEA Fitness Instructor of the Year

• Yoav Avidar, Tel Aviv, Israel: Co-owner of “Hagymnasia”
• Ellen de Werd, Eugene, Oregon: Creator of the WARRIOR fitness programs
• Aimee Nicotera, Marstons Mills, Massachusetts: International presenter and virtual studio owner

IDEA Emerging Trailblazer of the Year

• Haley Manning, San Diego: Senior head coach at Orangetheory Fitness
• Ruben Pereyra, Federal Way, Washington: senior fitness director at Wesley Senior Homes
• Lanie Schrubba, Benton Harbor, Michigan: Fitness director at Renaissance Athletic Club

The IDEA Industry Awards Gala will take place on Friday, July 12th. 

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Under Armour is selling MyFitnessPal, a calorie-calculating app with 200 million users, for $345 million, five years after acquiring the app for $475 million. The Baltimore-based apparel company also announced it is phasing out Endomondo, another app used to track fitness progress by the end of 2020. It bought that app the same time as MyFitnessPal for $85 million.

Though it is keeping MapMyRun and MapMyRide, two apps that plan jogging and biking routines, respectively, the changes leaves Under Armour bereft of a central platform in the online marketplace.

Under Armour President and CEO Patrik Frisk said the sell-off and phase-out were moves to optimize and streamline the brand’s offerings, stating, “This announcement reduces the complexity of our consumer’s brand journey by empowering sharper alignment with our long-term digital strategy as we work towards a singular, cohesive UA ecosystem.”

However, the sale, to the investment firm Francisco Partners, will cost the company $130 million and the $85 million spent on Endomondo will apparently go up in smoke.

In February of 2015, Under Armour’s digital ambition seemed to be as grand as an emperor’s when it acquired both apps. “Under Armour Acquires Endomondo and MyFitnessPal to Establish the World’s Largest Digital Health and Fitness Community,” read a press release, which noted the two brands combined then had 100 million users. MyFitnessPal was established in 2005, practically the dawn of apps and Endomondo in 2007. Both had built up followings and name recognition, the Danish-born Endomondo had a particularly global following, making them ripe for acquisition.

Under Armour may sense a lack of value in apps that appeal to the casual exerciser/dieter and note that competition for that market is coming from several corners and from contenders as fierce as the Nike and Apple.

“Under Armour’s overall brand image is more associated with professional athletics, and with an enthusiast/semi-pro clientele (or those aspiring to that designation),” wrote Darrell Etherington of Tech Crunch. “What’s more likely going on here is that Under Armour sees diminishing value in this segment over the long term, and there are a number of possible reasons about why that might be. One is that Apple has been more aggressive about targeting entry-level fitness users, through both its expanded Apple Watch hardware and Apple Health software offerings, and through its forthcoming service, which launches later this year.”

Under Armour had a surprisingly strong third quarter, with revenue from footwear sales up 19 percent. Some analysts expected the brand to falter because it depended on sales from brick-and-mortar retail and commerce had moved increasingly online during the pandemic. The company is currently planning to channel less inventory to stores (less trafficked in the age of covid-19) and sell more online. 

Others opined that Under Armour, founded just 24 years ago, had missed out on the trend of more casual-looking athletic wear that blended into everyday apparel — its unmistakable logo still mostly adorned to tracksuits — jeopardizing its growth.

The sale of the two apps, long available in free, ad-supported versions, will free up some cash for Under Armour and allow it to remold its digital portfolio with a sleeker offering for intense fitness buffs or in some way that more caters to its niche.

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