The celebrity factor remains unmatched when it comes to high-profile endorsements and business ventures. In recent years, the fitness and wellness industry has become a magnet for stars who’ve graced the red carpet, battled in the ring or delivered a drum solo mid-air.

ATN looks back at some of the most significant moves in fitness and wellness this year from the names you know (and maybe love).

• 

  Arnold Schwarzenegger Pumps Iron & New App 

  Arnold Schwarzenegger’s Pump app features training plans crafted by Schwarzenegger and his team, a personalized habit tracker, guided workout videos and a passionate community of like-minded fitness enthusiasts.

  “This is the best workout program you’ve ever had. Just trust me,” Schwarzenegger wrote in a post regarding the launch. “This isn’t like the fitness apps that let you go from one program to another because that’s not how you will progress. And I would rather have 100,000 users with amazing progress than a million frustrated they’re stagnant.”

• 

  Chris Hemsworth: A Fitness Marvel 

  “Thor” actor Chris Hemsworth may have launched his home fitness ecosystem Centr before 2024, but his brand continues to evolve from its inception as a fitness app.

  This fall, Centr debuted a premium treadmill collection, catering to several price points and fitness levels. Each treadmill includes a free, three-month membership to Centr’s personalized fitness and wellness app.

• 

  Mark Wahlberg Builds Fitness Empire 

  Not to be outdone, actor and entrepreneur Mark Wahlberg announced in November that he partnered with high-value, low-price (HVLP) fitness operator EōS Fitness to launch Municipal Gym.  

  “The first time in history that luxury and serious fitness meet,” Wahlberg said in a social media clip hyping the new fitness and recovery concept slated to open in Summerlin, Nevada. “Recovery, rejuvenation therapy, juice bars, cafe, retail stores – only the best vitamins and supplements for you. Big, crazy collabs.”

  In addition to state-of-the-art equipment, Municipal Gym will feature recovery amenities such as cryotherapy, compression therapy, infrared saunas, eucalyptus steam rooms and cold plunges.

• 

  Jennifer Aniston Is a ‘Friend’ to Pvolve

  Another star of the 90’s – Jennifer Aniston – has also been influential in the world of fitness. 

  The former “Friends” star is in a new chapter of her life as the face of female-focused functional fitness brand Pvolve. She headlined Pvolve’s latest brand campaign, crediting the fitness method for making her “stronger than ever.” 

• 

  Travis Barker Beats Wellness Drum

  Former Blink-182 drummer Travis Barker catapulted into the wellness space with Barker Wellness in 2021, but this year marked a milestone as the vegan brand launched in Sprouts stores nationwide. 

  From THC-free cannabinoid-infused products to CBD and mushroom adaptogen gummies, wellness body oils and recovery balms, Barker Wellness is flourishing at a time when consumers are looking for more natural ways to unwind and recharge. 

  His wife, Kourtney (of Kardashian fame), also lends her name to some of the products under the Kourtney x Barker Wellness label.

• 

  Jake Paul Lands Knockout With W

  While Gwyneth Paltrow is credited for the rise of “better-for-you” products for women, men are getting into the action, as well.

  Look no further than W, a men’s personal care brand free of sulfates, artificial dyes and parabens, all for less than $10 a product.

  Co-founded by Jake Paul (who is certainly no stranger to fitness or recovery), W launched exclusively in Walmart stores in June and scored over seven figures in sales in its first month. Since then, the brand has raised $14 million in funding, which will be directed toward product and retail expansion.

  “When we looked at men’s care, we saw a lot of brands targeting and serving that older generation, but Jake’s demographic – 10 to 30-year-old males – wasn’t being focused on,” W co-founder and CEO Woodie Hillyard told ATN. “There’s this massive gap in the market that Axe used to fill, but no one really fills it anymore. We just felt like there needed to be a different brand, with a unique mission, in this space.”

The post The Biggest Fitness & Wellness Celebrity Deals of 2024 appeared first on Athletech News.

F45 Training has partnered with Magic Johnson Enterprises (MJE), founded by former professional basketball player and entrepreneur Earvin “Magic” Johnson, to promote health and fitness among children and teens. The collaboration aims to encourage lifelong habits of physical activity and well-being by distributing more than 4,000 F45 Fit Kits to youth in underserved communities across the United States.

Tom Dowd, CEO of F45 Training, emphasized the importance of introducing healthy lifestyles at an early age. “At F45 Training, our goal is for members to feel better and more confident about their fitness journey. However, we also believe in instilling healthy habits early on, especially for those who may not have access to gyms or at-home options,” said Dowd. “This partnership with Magic Johnson Enterprises marks a significant milestone as we donate over 4,000 Fit Kits, and we look forward to impacting even more lives.”

The F45 Fit Kits include fitness equipment such as jump ropes, agility ladders, and cones, designed for engaging, age-appropriate workouts that promote flexibility, strength, and coordination. The kits will be distributed to various organizations, including the LA Dodgers Foundation, The Washington Spirit, The Washington Commanders, The Boys & Girls Club of Burbank, Greater Washington and Whittier, and the Crenshaw YMCA.

Magic Johnson, Chairman and CEO of Magic Johnson Enterprises, highlighted the shared mission of both organizations. “Partnering with F45 Training is the perfect way to provide kids in underserved communities with the tools and programs needed to reach their fitness goals,” Johnson said. “Through this initiative, we aim to inspire young people to develop good habits that will carry them into adulthood.”

The partnership focuses on several key goals:

• Promoting Healthier Habits: Providing tools to help children embrace physical activity and mental well-being as lifelong priorities.
• Strengthening Communities: Collaborating with local organizations to ensure equitable access to fitness resources.
• Inspiring the Next Generation: Encouraging youth to set personal health and fitness goals.

The post F45 Partners with Magic Johnson to Promote Fitness Among Youth appeared first on Athletech News.

In the latest episode of Athletech News’ Unscripted podcast, Tim Green, chief operating officer at fitness booking management platform TeamUp, joins co-hosts Edward Hertzman and Eric Malzone to break down key trends in the fitness industry, with an eye toward member acquisition and retention.

Green, Hertzman and Mazlone discuss the impact GLP-1 weight-loss drugs may have on the fitness industry, strategies for member acquisition and retention and the importance of human-centric marketing in the era of AI. Watch this episode of “Unscripted” for unfiltered takes on the following:

• TeamUp’s push into the United States fitness market
• Is fitness truly recession proof? 
• Why customer acquisition remains the most vexing problem for operators

Key Talking Points:

• (0:00 – 7:25): Introductions and the importance of networking events
• (7:25 – 11:12) Headwinds and tailwinds in the fitness industry
• (11:12 – 15:18) Can GLP-1s help unlock more fitness customers? 
• (15:18 – 19:32) Pain points for studio operators
• (19:32 – 22:25) The role of customer service in business success
• (22:25 – 26:17) Returning to basics in marketing strategies
• (26:17 – 29:18) Challenges in retaining new clients 

To watch more Unscripted, click here.

The post Unscripted: TeamUp’s Tim Green on Member Acquisition, Retention appeared first on Athletech News.

Katalyst, an Electro Muscle Stimulation (EMS) fitness leader, has launched the Gen4 Suit, offering an advanced design and fit experience for users while delivering a full-body workout in just 20 minutes.

In 2022, the company raised $26 million in a Series A funding round, with supermodel Cindy Crawford among its investors.

Now available on Katalyst’s website for $2,499, and membership plans beginning at $29 per month, the Gen4 Suit touts durability with high-performance materials and natural antimicrobial properties, a more personalized and improved fit with over 400 size combinations, redesigned electrode pads and new proprietary material for faster water absorption and visual indicators.

“With hundreds of thousands of workouts completed on our platform to date, we’ve gained valuable insights into how our customers use Katalyst at home, on the road and in commercial settings,” Katalyst CEO and founder Bjoern Woltermann said. “With Gen4, we’re delivering an even more convenient, personalized and premium fitness experience.”

Through the Katalyst app, users can access hundreds of strength, power, cardio, and recovery workouts, as well as goal-specific programs tailored to their needs.

Woltermann discussed the game-changing FDA-approved EMS bodysuit and its differentiated offerings on a recent episode of Athletech News’ Unscripted podcast.

In addition to resonating with professional athletes, the wearable tech device has also become an ideal product for those on weight loss medications such as Ozempic and in danger of losing valuable muscle mass, Woltermann said.  

“We want to get to people that have not had success with fitness,” he said. “But what makes the real difference with us is we can help. We have an audience that’s basically a blue ocean — it’s like 80%.”

Looking ahead, Woltermann plans to interview and share the stories of customers who have found success with Katalyst. 

“Are we going to be competing in the hardcore fitness industry? Yes, but I would be the happiest person on the planet if I would only get people that have not been successful with fitness before, because those are the ones who really need it,” Woltermann said.

The post The EMS Suit Changing the Game for the ‘Fitness Disillusioned’ appeared first on Athletech News.

In the latest episode of Athletech News’ Unscripted podcast, Brandon Cullen, chief concept officer and co-founder of MADabolic, joins co-hosts Edward Hertzman and Eric Malzone to discuss the strength training franchise’s distinct and unapologetic take on the art of brand building.

Cullen, Hertzman and Malzone also dissect the fitness and wellness industry, analyzing the future of boutique fitness, high-value, low-price (HVLP) gyms and luxury health clubs. Their takes are bold and thought-provoking, and they might give you some exciting new business ideas. Watch this episode of “Unscripted” for unfiltered takes on the following:

• The importance of carving a niche for your brand
• Why boutique fitness and strength training are here to stay
• The business dangers of chasing fitness and wellness trends

Key Talking Points:

• (0:00 – 4:46) Introductions and defining a brand identity in fitness
• (4:46 – 14:09) The success of Gymshark and market positioning
• (14:09 – 24:44) The future of boutique fitness, gyms and hybrid models
• (24:44 – 33:52) Ideas for fitness and wellness business models 
• (33:52 – 39:58) Building brands for the long haul
• (39:58 – 43:15) Human accountability in a tech-driven world
• (43:15 – 45:36) The evolution of lifestyle businesses
• (45:36 – 53:57) Embracing change in the modern world

The post Unscripted: MADabolic’s Brandon Cullen on Brand Building, Fitness Trends appeared first on Athletech News.

In the latest episode of Athletech News’ Unscripted podcast, Spencer Honeyman, chief commercial officer at Vi, joins co-hosts Edward Hertzman and Eric Malzone to discuss how Vi is using AI to improve health outcomes at scale for organizations in the healthcare, fitness, wellness and pharmaceutical sectors. 

Honeyman, Hertzman and Malzone also explore the possibilities, opportunities and potential pitfalls for health, fitness and wellness brands in the era of AI. Some of their takes may surprise you, but they’ll also give you a helpful new perspective on the rapidly evolving world of artificial intelligence. Watch this episode of “Unscripted” for unfiltered takes on the following: 

• The difference between predictive analytics, machine learning and generative AI 
• Why fitness, healthcare and pharma are becoming more intertwined
• How to position your brand to win in the era of AI

Key Talking Points:

• (0:00 – 2:40) Introductions
• (2:40 – 14:52) Understanding enterprise AI and its applications 
• (14:52 – 18:50)  What it’s like working with Vi
• (18:50 – 24:27) Navigating the competitive landscape of AI companies
• (24:27 – 29:05) Perspectives on the future of AI
• (29:05 – 34:18) Economic opportunities and risks in the AI era
• (34:18 – 38:34) Legacy companies vs new entrants in AI
• (38:34 – 51:21) The future of content creation and ownership
• (51:21 – 52:41) AI learning resources for fitness, wellness and health brands

The post Unscripted: Vi’s Spencer Honeyman on the Future of AI 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.

Chris Hemsworth-founded Centr has expanded into the cardio space with the launch of a new premium treadmill collection, catering to various fitness levels, space requirements, and budgets.

Three treadmill models are currently available for purchase, with six more set to roll out by year’s end. Each treadmill purchase includes a complimentary three-month membership to Centr’s personalized training app.

Centr CEO Andrew Sugerman calls the treadmill launch a huge moment for the fitness brand.

“We’re seeing incredible demand for cardio equipment, and these treadmills are our answer to that call,” Sugerman said. “Our community is always pushing toward new fitness goals, and we wanted to offer high-quality equipment that fits both their needs and their homes. With a range of price points, we’re making premium fitness accessible to everyone, whether they’re just starting out or training at a higher level. These treadmills are built to last, look great, and fit seamlessly into any space.”

Centr’s initial treadmill models (the Runr and Runr-S, starting at $1,199) are designed for urban runners and are both foldable. The Runr-S includes a 10″ multimedia screen and features smartphone mirroring. At the higher end, Centr offers its Centr x Hyrox Perform Treadmill, $5,999. Crafted with performance athletes in mind, Perform features a curved design, a multi-position handlebar, eight levels of magnetic resistance, a backlit LED display, and Bluetooth connectivity.

Rounding out Centr’s treadmill collection are six premium treadmills under the Inspire Series, which is Centr’s professional-grade fitness equipment for at-home use.

T4/T4s: Sleek and foldable treadmills starting at $1,599. The T4s features a 20” x 55” running surface, smartphone mirroring, and a 10” multimedia screen with 25 built-in programs and pre-loaded apps. The T4/T4s are available for pre-order with deliveries set for December.

T5/T5s: Starting at $2,999, the T5/T5s are larger models that tout a 20” x 60” running surface and 4.0 HP motor. The T5s features smartphone mirroring and a 15.6” multimedia touchscreen with 25 built-in programs and pre-loaded apps.

T7/T7s: Centr’s top premium model, starting at $4,499, features a Cushioned Dual Absorption Deck, a 22” x 60” surface and a 5.0 HP motor. The treadmill features integrated heart rate monitoring, quick-adjust toggles, and a 15.6” multimedia touchscreen with 25 built-in programs and pre-loaded apps. The T7/T7s is available for pre-order with delivery in November. 

In addition to the new equipment, Centr is launching a Strength for Runners program and plans to release digital running programs in the Centr app in 2025.

Sugerman was a recent guest on ATN’s Unscripted, where he discussed the fitness brand’s partnership with Hyrox, at-home fitness products, and Centr’s business strategy.

The post Centr Launches Premium Treadmill Collection appeared first on Athletech News.

In the latest episode of Athletech News’ Unscripted podcast, Devan Kline, co-founder of Burn Boot Camp, joins co-hosts Edward Hertzman and Eric Malzone to discuss the brand’s unique and highly enthusiastic approach to group fitness.

Kline, Hertzman and Malzone explore how Burn Boot Camp builds community through the lens of group fitness, and how this family-oriented philosophy permeates its approach to the business of franchising. Watch this episode of “Unscripted” for unfiltered takes on the following:

• Competing in business and in life
• Why being considered a “cult” isn’t always a bad thing 
• How to create a fitness brand that keeps people coming back

Key Talking Points:

• (0:00 – 5:06) Intro to Burn Boot Camp and its mission
• (5:06 – 10:51) The journey from parking lot to franchise success
• (10:51-16:41) Building a transformative fitness company
• (16:41 – 21:53) Navigating industry challenges
• (21:53 – 40:54) The importance of culture and community in scaling
• (40:54 – 44:29) The Burn Boot Camp book and closing remarks

Watch more ATN podcasts and videos here

The post Unscripted: Devan Kline on the Origins, Growth of Burn Boot Camp appeared first on Athletech News.

Santa Monica will soon be home to Fred Fitness, the first gym centered on AI-driven personalized workouts and powered by EGYM.

The new gym, which is setting out to revolutionize customized training with a “work smarter, not harder” philosophy, is slated for a January 2025 opening at 1344 4th Street. Following its initial location, Fred Fitness plans to expand rapidly through franchising.

“Most gyms offer equipment; we offer solutions,” Alfred Enzensberger said. Enzensberger, with the support of EGYM CEO Philipp Roesch-Schlanderer, conceptualized the idea for Fred Fitness. He’s also the founder of Clever Fit, which operates over 500 studios across Europe and is backing the California AI gym.

“Imagine a personal trainer that not only understands your goals but continuously adapts to your progress,” Enzensberger added. “No human trainer can provide this level of precision and personalization, but our technology can. As the fitness industry moves toward premium services focused on longevity, we aim to make these innovations accessible to everyone—at an affordable price.”

Fred Fitness members can expect personalized feedback and tracking, with workouts that adapt as they progress in their health and fitness journey. The AI technology also ensures proper form for safety and effectiveness.

A waitlist has been created to join Fred Fitness for a monthly membership rate of $120.

EGYM CEO Roesch-Schlanderer remarked that when he introduced EGYM’s technology to Enzensberger, he envisioned an entire fitness club built around it.

“The launch of Fred Fitness is the culmination of our shared commitment to innovation in the industry,” he added. The fit tech company recently secured $200 million in growth capital and received a valuation of over $1 billion.

Despite its high-tech fitness approach, Fred Fitness will offer on-site trainers for additional support. They will also assist new members in taking brief personal assessments to establish goals and a baseline for the AI technology.

“At Fred Fitness, every workout is optimized for you,” Enzensberger explained. “The technology eliminates the guesswork, delivering a perfect fitness experience for each individual.”

In addition to EGYM Genius, Fred Fitness will feature Matrix cardio equipment.

The post First AI-Powered Gym Launching in Early 2025 appeared first on Athletech News.

In the latest episode of Athletech News’ Unscripted podcast, Bjoern Woltermann, founder and CEO of Katalyst, joins co-hosts Edward Hertzman and Eric Malzone to discuss the promising world of electro-muscle stimulation (EMS) fitness. 

Woltermann, Hertzman and Malzone first explore the history of EMS fitness and its rise in Europe, before diving into the science of EMS and exploring the modality’s recent expansion in the United States, among other topics. Watch this episode of “Unscripted” for unfiltered takes on the following:

• The growth prospects (and limitations) of EMS fitness in the United States
• Why Katalyst is the “Peloton of full-body electro-muscle stimulation,” but smarter
• Is connected fitness dead? …Probably not

Key Talking Points:

• (0:00 – 6:06) Introductions and personal experiences with EMS technology
• (6:06 – 12:45) The science behind EMS and its history
• (12:45 – 20:52) Challenges in introducing EMS to the U.S. market
• (20:52 – 25:37) The role of technology in fitness and motivation
• (25:37 – 30:15) Branding and the fitness experience
• (30:15 – 39:19) Quality and value in fitness products
• (39:19 – 46:36) Targeting the unsuccessful fitness demographic 
• (46:36 – 49:28) Ozempic and fitness: A complementary approach? 
• (49:28 – 52:24) B2B growth and future opportunities

The post Unscripted: Katalyst CEO Bjoern Woltermann on the Magic of EMS Fitness appeared first on Athletech News.

In the latest episode of Athletech News’ Unscripted podcast, Dr. Jeremy Koenig, host of “DNA of Things” and founder of Athletigen, joins co-hosts Edward Hertzman and Eric Malzone for a wide-ranging talk on the interplay between AI, genetic information and our own health and wellness. 

Dr. Koenig, Hertzman and Malzone first discuss the game-changing potential of DNA-informed fitness and wellness before diving into a broader philosophical conversation on the need for humans to take control of their own lives in the age of AI. Watch this episode of Unscripted for unfiltered takes on the following:

• The power of DNA in changing health and wellness outcomes
• Using AI and genetic information to create a personalized health roadmap
• Taking responsibility for your own health and happiness in the digital era

Key Talking Points:

• (0:00-5:37) Introductions
• (5:37-  10:54) The evolution and democratization of DNA and genetics
• (10:54 – 24:08) Understanding genetic information and its impact
• (24:08 – 31:14) Leveraging AI for personalized health insights
• (31:14 – 38:26) The evolving role of fitness coaches
• (38:26 – 45:36) Addressing barriers to fitness participation 
• (45:36 – 48:23) The value of personal responsibility in health
• (48:23 – 52:14) Fears of losing agency in the age of AI 

The post Unscripted: Dr. Jeremy Koenig on DNA, Fitness & Human Agency  appeared first on Athletech News.

F45 Training and Samsung Electronics have partnered to bring the Mark Wahlberg-approved and science-backed functional fitness franchise’s workouts to Samsung Daily+ users, giving them free access to a vast library of cardio, strength, hybrid and recovery offerings.

The partnership puts F45 Training on all Samsung TVs and future releases, with additional fitness content planned for the coming months.

“Our objective is to create a central hub that offers fun and unique workouts to help each of our users achieve their personal fitness goals,” said Demian Hyun, vice president and head of the experience planning group of the visual display business at Samsung Electronics. “Partnering with F45 Training on Samsung Daily+ underscores our commitment to delivering digital health experiences and improving consumers’ well-being.”

F45 CEO Tom Dowd noted that while starting a fitness journey can feel overwhelming and intimidating, the functional fitness franchisor’s 45-minute workouts can benefit anyone. It’s also an easy opportunity for newcomers to experience the boutique fitness brand.

“Utilizing the power of technology through this new partnership with Samsung Electronics, users can experience the life-changing F45 Training workouts from the comfort of their homes while preparing them, if they choose, to join the incredible F45 fitness community as they build confidence so they can seamlessly transition to in-person training at one of our many worldwide studio locations,” Dowd said.

Samsung Daily+ app users can also access F45 Life, a section that offers motivating content and links to nearby F45 studios.

F45’s chief marketing officer Brian Killingsworth told Athletech News that the launch of the F45 Training app on Samsung TVs is a major milestone, making F45 the first functional training franchise available across a global reach of over 100 million TVs.

“This partnership gives us an unparalleled opportunity to introduce our science-backed workouts to a massive new global audience,” Killingsworth said. “We know that once people experience the F45 difference—from our innovative training methods to the sense of community—they’ll be hooked.”

“That’s why we’re adding new workouts weekly, ensuring there’s always fresh content to keep them engaged and motivated,” he added. “We’re excited to bring F45 into living rooms worldwide.”

The post F45 Workouts Added to 100M+ Samsung TVs appeared first on Athletech News.

Truemed, a payment solution company that simplifies the process for consumers to use their tax-free savings accounts to access health and wellness services and products, has partnered with CorePower Yoga.

The collaboration allows qualified yoga students to unlock their Health Savings Account (HSA) and Flexible Spending Account (FSA) benefits for CorePower classes and memberships.

A recent data brief from the CDC reveals that approximately one in six Americans are yoga enthusiasts, demonstrating that yoga remains one of the most popular mind-body practices. CorePower Yoga has over 220 studio locations in the U.S. and offers both live and on-demand classes and yoga teacher training.

“Accessibility and democratizing yoga are key pillars we strive for at CorePower Yoga in all facets of the business,” CorePower Yoga’s chief marketing and commercial officer, Sarah Choi, said. “This partnership with Truemed is a meaningful step forward on our brand mission and underscores the importance of yoga as a powerful health intervention.”

Interested yoga enthusiasts complete a health intake survey from Truemed, which is reviewed by a licensed healthcare practitioner. If eligible, they will receive a Letter of Medical Necessity, allowing them to reimburse their CorePower Yoga purchases using pre-tax HSA/FSA funds.

“Yoga is more than just exercise; it is an effective non-pharmaceutical intervention for various conditions, such as heart disease and depression,” Truemed co-founder and CEO Justin Mares. “We’re excited to partner with CorePower Yoga to help make this practice more accessible by enabling eligible individuals to use HSA/FSA funds where applicable.”

Truemed’s partnership with CorePower Yoga follows a similar deal it forged earlier this year with the National Academy of Sports Medicine (NASM) so that consumers can use tax-free funds for personal training, gym memberships, exercise classes, equipment, supplements, and sleep aids. Last month, Truemed also partnered with BODi, enabling qualified consumers to purchase BODi health and fitness supplements.

Pre-Tax Wellness

As gyms and luxury clubs continue to integrate health and wellness offerings within their facilities, fitness brands are making it easier than ever for consumers to tap into their FSA and HSA accounts for products, membership, and classes. Most recently, smart home fitness brand Tempo partnered with Flex to make its AI virtual personal training program more accessible via HSA and FSA accounts.

Additionally, Dr. B, a telehealth provider, has partnered with Xplor Mariana Tek, F45, and SoulCycle to save consumers money and invest in their health and wellness.

Wellness and recovery tech brand Hyperice has also joined the movement, partnering last year with Sika Health so consumers can use their funds for Hyperice products, such as the brand’s Hypervolt, Normatec, Venom, Hyperice X, Vyper, Hypersphere, and compression wearables lines.

The post Truemed and CorePower Yoga Partner to Make Yoga More Accessible appeared first on Athletech News.

In the latest episode of Athletech News’ Unscripted podcast, Dan Uyemura, co-founder and CEO of software platform PushPress, joins co-hosts Edward Hertzman and Eric Malzone for an in-depth look at how technology is changing the business of fitness. 

Uyemura, Hertzman and Malone discuss the origins of PushPress, how the platform designs software to actually work for independent gyms and studios, and how small business owners can change their lives by harnessing tech in the right ways. Watch this episode of Unscripted for unfiltered takes on the following:

• Why fitness brands are better off with software that’s built by fitness industry experts
• The unique pain points of running a gym or studio, and how tech can help
• How gym owners should be leveraging AI now and in the future

Key Talking Points:

• (0:00 – 3:09) Introductions
• (3:09 – 5:48) The origins of PushPress
• (5:48 – 8:58) Challenges faced by independent gym owners
• (8:58 – 18:02) The role of technology in gym management
• (18:02 – 23:30) PushPress insurance and cost savings
• (23:30 – 26:31) The impact of AI on gym management
• (26:31 –30:07) The undesirable effects of private equity in fitness
• (30:07 – 33:00) Common pain points for gym owners
• (33:00 – 38:54) The importance of retention over acquisition
• (38:54 – 41:38) Building a sustainable fitness business
• (41:38 – 51:26) Conclusions and reflections on entrepreneurship

The post Unscripted: PushPress’ Dan Uyemura on the Future of Fitness Software appeared first on Athletech News.

In the latest episode of Athletech News’ Unscripted podcast, Andrew Sugerman, CEO of Centr, joins co-hosts Edward Hertzman and Eric Malzone to discuss how the fitness and wellness brand is innovating on the equipment and content fronts.

Sugerman, Hertzman and Malone discuss Centr’s distinct approach to creating a fitness and wellness ecosystem, including how the brand is expanding its equipment line and partnering with brands like Hyrox to reach more consumers. Watch this episode of Unscripted for unfiltered takes on the following:

• The state of connected fitness post-pandemic
• Creating new commercial and at-home fitness products
• Democratizing access to expert advice

Key Talking Points:

• (0:00 – 1:19) Introductions
• (1:19 – 12:39) Inside Centr’s partnership with Hyrox
• (12:39 – 19:12) Centr’s business strategy and market positioning
• (19:12 – 24:31) Supply chain as a competitive advantage
• (24:31 – 28:19) Navigating post-pandemic fitness trends
• (28:19 – 38:34) The importance of sustainable business models and brand building
• (38:34 – 45:52) Partnership strategies with gyms and studios

The post Unscripted: Andrew Sugerman on Centr’s Brand Evolution appeared first on Athletech News.

In the latest episode of Athletech News’ Unscripted podcast, Kristen Holmes, global head of human performance and principal scientist at health and wellness wearable Whoop, joins co-hosts Edward Hertzman and Eric Malzone to discuss the latest research in human performance, with an eye toward how you can use these insights to live better.  

Holmes, Hertzman and Malzone dive deep into the art and science of performing your best, including leveraging data to guide you along the way. Watch this episode of Unscripted for unfiltered takes on the following:

• Optimizing your lifestyle to work with your body’s biology, not against it
• How to train for peak performance and longevity
• When to push through stress, and when to dial it back

Key Talking Points:

• (0:00 – 8:03) Introductions 
• (8:03 – 16:07) The importance of mental health and circadian rhythms
• (16:07 – 24:12) Navigating the challenges of modern life
• (24:12 – 30:42) Understanding stress: adaptive vs maladaptive
• (30:42 – 40:07) Tracking metrics for longevity
• (40:07 – 44:24) The role of lifestyle in performance
• (44:24 – 47:40) Research opportunities and future directions

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In the latest episode of Athletech News’ Unscripted podcast, Alexandra Zatarain, co-founder and vice president of brand and marketing at Eight Sleep, joins co-hosts Edward Hertzman and Eric Malzone to discuss the brand’s revolutionary approach to the science of sleep. 

Zatarain, Hertzman and Malzone discuss the origins of Eight Sleep, how the brand is working to change the way people sleep through innovative products like its Pod system, and the concept of “sleep fitness,” or the idea that we can improve our sleep quality through deliberate practice and technological innovation. Watch this episode of Unscripted for unfiltered takes on the following:

• Why many Americans struggle to get quality sleep, and how tech can help
• Disrupting the tired market for sleep solutions 
• Why beds could become the ultimate preventive health devices 

Key Talking Points:

• (0:00-1:14) Introductions
• (1:14-4:42) Advancements in sleep tech
• (4:42-9:17) Bringing sleep tech to the market
• (9:17-12:34) Investing in better sleep quality
• (12:34-18:07) Sleep fitness and the journey to better sleep
• (18:07-24:22) New features in the Eight Sleep Pod 4
• (24:22-26:38) Educating the market about sleep
• (26:38-31:50) Commercial opportunities in the hospitality industry
• (31:50-37:01) The power of data and AI in personalizing sleep
• (37:01-42:38) Changing your behavior for better sleep
• (42:38-49:39) Managing competition and building a strong brand

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F45 Training’s restructuring under new CEO Tom Dowd hasn’t stopped it from getting in on the Pilates party. With FS8, a new F45 franchise that combines Pilates, tone and Yoga, it’s even situated itself at the center stage.

FS8 launched in Australia back in 2021 but opened its first U.S. location in Austin, Texas, this past spring. The Australia launch came just before the second wave of COVID-19 arrived, and although that hindered things, it gave the brand extra time to sharpen its three-in-one workout and better prepare for expansion. The fruits of those labors are ripening today. 

“We launched the day before the second wave of COVID hit for us, so it was a bit of a tumultuous time,” said Janina Czado, FS8 General Manager. “But that allowed us to hone in and evolve the product to what we really wanted it to be. Now, we’re really ready to go with expansion across the U.S., U.K. and Asian markets as well.”

General Growth of Pilates

Along with some added time for FS8 to load its product, the pandemic helped catalyze an increased public interest in long term health. That’s been instrumental in Pilates’ growth as a whole. 

“Awareness of health and wellness is on the rise, particularly post-COVID,” said Czado. “We now emphasize the need to maintain good health for longevity. It’s no longer about going to a gym to smash yourself and get those endorphins going. It’s about how you can optimize your body for a longer, healthier life.”

Czado reported that almost 12 million people participated in Pilates last year, illustrating a 15% increase compared to the year before. She also added that the market is set to reach a $420 billion value by 2032. Yelp reported a year-over-year 35% increase in searches for stretching and flexibility training last November as well. 

“People are increasingly recognizing its benefits and how it contributes to quality of life,” said Czado. “I don’t think it’s reached its peak and a greater focus on franchise models like FS8 will contribute to this by enabling mainstream audiences to touch these sorts of modalities.”

How FS8 Moves the Needle

FS8 has already played a significant role in taking Pilates to this next level. The brand noticed competitors were leaving a lot on the table in terms of addressing mainstream audiences. FS8 made that group a priority during its launch. 

“We identified a gap in the market as Pilates and yoga weren’t yet geared towards a mainstream audience. That was obviously due to it previously being more clinical and owned by single operators,” said Czado. “That’s something we really wanted to shift when we came in. Aside from that, Pilates can be seen as intimidating. At FS8, it’s a bit more of an inviting environment. We really wanted to remove the gym-timidation and open up Pilates and yoga specifically to a broader market.”

The brand also breaks down gender barriers separating Pilates from the masses. Little things like alternative studio aesthetics go a long way on that front. 

“We really wanted to kind of tap into the male market as well and not make it a female-only product,” said Czado. “You can see in the studio it’s not really feminine, it’s quite neutral, which is probably a little bit different to other Pilates concepts. It’s been used in sporting codes and male dominated sporting codes for a very long time. It just really hasn’t gone out of that space.”

A Bright Future

The evidence suggesting that Pilates is only getting started lies in its past. The modality has remained a relevant fitness option for years, reaching peak popularity in the 2000s, and becoming a mainstay in the fitness industry. Now, it’s only stepping further into the limelight as it’s enhanced with other modalities like tone and Yoga thanks to brands like FS8.  

“Pilates was developed in the 20th century, so it’s been around for quite a while, and yoga even longer than that,” said Czado. “The exciting thing about Pilates is that it has already stood the test of time and now it’s expanding with brands like FS8, which takes the core principles out of the modality and combines them with others to maximize benefits and elevate offerings.”

“It’s expanding from a franchising perspective as well,” she added. “As more people become aware of health and wellness, they’re really data-driven. They want more education and tracking. They’ve got wearables. People are more in-tune with their bodies and their health and that will continue to drive them to search for ways to enhance their lives and make practices like Pilates and yoga more appealing and relevant.”

FS8 reports six studio locations are already in operation with “more in the pipeline later this year.” F45 also recently launched Vaura Pilates, a total-body athletic conditioning class that takes place on reformers.

“The momentum of franchises like this will keep Pilates and yoga growing,” Czado added. “It’s a pretty exciting time and we’ve come in with a different approach. We’ve taken the best of all of the modalities and tried to mix them together so people can get everything that they need in 50 minutes.”

If you are interested in bringing an FS8 Franchise to your community, visit https://www.fs8invest.com/ for more information.

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EGYM, a global provider of fitness technology and corporate wellness solutions, has announced the acquisition of FitReserve, a U.S.-based studio and gym network. The acquisition supports EGYM’s expansion of its Wellpass corporate wellness offering in the U.S.

FitReserve, initially launched as a direct-to-consumer membership platform, shifted its focus to corporate wellness after being acquired by employee benefits provider Trustmark in 2022. Since then, FitReserve has expanded its network to nearly 2,000 studio and gym partners, offering 600,000 fitness classes across 60 major markets nationwide.

Following the acquisition, FitReserve will be integrated into EGYM Wellpass and will no longer be available directly to consumers, serving only corporate partners.

“We’ve been impressed by FitReserve’s rapid growth in the United States and its adoption by the most sought-after brands in fitness,” said EGYM CEO Philipp Roesch-Schlanderer.

“The $20 billion U.S. corporate wellness market has always been a strategic expansion opportunity for EGYM Wellpass. We are thrilled to accelerate our growth strategy by adding FitReserve and its premier studio and gym partner network.”

This acquisition follows EGYM’s recent moves to grow its corporate wellness platform, including the acquisition of U.K.-based Hussle in March 2024 and French provider Gymlib in March 2022. EGYM Wellpass now serves over 16,000 corporate clients and millions of employees, providing access to 20,000 fitness and wellness facilities across Germany, Austria, France, Belgium, the U.K. and the U.S. The platform also offers a wide range of online wellness activities, from fitness and yoga to mental health and nutrition programs.

Megan Smyth, founder of FitReserve and now director of partner sales, North America at EGYM, highlighted the benefits of the partnership.

“Our mission has always been to attract more customers and drive incremental revenue to our studio and gym partners,” Smyth said. “EGYM’s corporate network will enable us to execute that mission on a greater scale while helping employees lead healthier, more active lives.”

Nicolas Stadtelmeyer, managing director of EGYM Wellpass added that he looked “forward to bringing Wellpass to more employers and expanding FitReserve’s network across the U.S.”

With this acquisition, EGYM strengthens its position in the corporate wellness sector, extending its reach in both North America and Europe.

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