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

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

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

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

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

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

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

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

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

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

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

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

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Planet Fitness has committed to becoming the top fitness operator for the most dedicated gym-goers and is already delivering on its promise.

The fitness giant has kicked off a limited-time offer just in time for New Year’s resolutions and plans to continue adding new plate-loaded strength equipment to nearly all U.S. locations in 2025, driven by the rising interest in strength training.

The new strength-focused equipment — which includes the Magnum Supine Bench Press, Hack Squat and Seated Calf Machine — has already been added to more than 1,700 Planet Fitness clubs.

“Consumers are seeking more options for strength training as their fitness needs evolve, and Planet Fitness is a place where everyone can get strong and achieve their goals in the New Year,” Planet Fitness chief brand officer Jamie Medeiros said. “We offer a high-value fitness experience, with a wide variety of both strength and cardio equipment, ensuring everyone can work out their way.”

In addition to its equipment initiatives, new Planet Fitness CEO Colleen Keating outlined a broader marketing strategy for the fitness franchisor on a call with investors last month.

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

Prospective Planet Fitness members can now sign up at any U.S. location through January 10 for just $1 down and $15 per month, with the flexibility to cancel at any time.

“We encourage everyone to take advantage of our limited-time membership offer and join our inspiring and supportive fitness community where everyone can grow stronger together,” Medeiros continued.

While the high-value, low-priced operator’s new join offer gets underway, Planet Fitness is gearing up to celebrate its tenth year as presenting sponsor of the Times Square New Year’s Eve celebration and is headed into 2025 with a strong start, according to analysts.

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

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

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

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

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

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

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

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

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

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

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

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It’s your move, says 24 Hour Fitness.

The health and fitness chain has launched a new brand initiative emphasizing the prioritization of health and wellness while showcasing the gym brand’s capabilities in making fitness fun and versatile.

24 Hour Fitness tapped InGoodTaste for the encouraging (and timely) campaign, launched just ahead of New Year’s resolutions. A :30 spot promoting “Your Move” and the power of 24 Hour Fitness can be viewed here.

“The spirit of renewal we feel at the turn of the new year is an incredible source of personal power,” InGoodTaste CEO Ryan Lindholm said. “Our goal was to capture that energy and turn that into positive, lasting change. Everyone deserves a healthier life; we want to make sure people have the inspiration and support to make it a reality.”

The new campaign highlights several 24 Hour Fitness features, such as state-of-the-art equipment and amenities, complimentary 50-minute custom coaching sessions for members, group fitness offerings like yoga, cycling, HIIT, and dance, flexible personal training packages and perks like guest passes and family add-on options.

“At 24 Hour Fitness, we believe in the power of movement to transform lives,” 24 Hour Fitness vice president of marketing Miia Suortti said. “Our mission is to build a healthier, happier community by providing the tools, services, and environment everyone needs to succeed. With ‘Your Move’, we’re saying we have everything you need, and we can’t wait for you to take that first step.”

24 Hour Fitness is offering exclusive offers to new members throughout January, such as membership promotions and free 1:1 fitness consultations. Prospective new joins can search for a 24 Hour Fitness based on their location or by their choice of amenities, as select locations feature pools, spas, basketball, racquetball and squash courts, volleyball, Pilates reformer studios and more.

The fitness operator —which has over 270 locations—has kicked off a series of upgrades at its facilities with updated equipment, lighting and other interior enhancements. The chain also launched FitPerks this year, a new member loyalty program incentivizing workouts with gym merchandise deals, local restaurants and hotel stays.

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Planet Fitness is reflecting on its impactful contributions in 2024, including donating over $1 million to the Boys & Girls Clubs of America and awarding 50 teens $50,000 scholarships for promoting inclusion and kindness within their communities.

Since 2016, the low-cost, high-value gym giant has contributed more than $10.5 million to the national organization as part of its initiative to promote youth well-being. The fitness franchisor’s philanthropic efforts have led to the launch of nearly 50 “Mini Judgement Free Zones” in select Boys & Girls clubs across the U.S., offering safe and inclusive spaces for teens to exercise. Additional sites are in the works for 2025, according to Planet Fitness. 

“At Planet Fitness, our commitment to Boys & Girls Clubs of America goes back to our brand purpose and commitment to ensuring everyone feels welcomed and supported both in our clubs and our communities,” Planet Fitness chief corporate affairs officer McCall Gosselin said. “As we approach the 10th anniversary of our Judgement Free Generation initiative, we are extremely appreciative of the generosity of our members, team members, and franchisees. Their contributions ensure that we can continue to empower the next generation to prioritize both their mental and physical health and promote kindness and inclusion in their daily lives.”

Planet Fitness also raised additional funds for Boys & Girls Clubs through online donations during new member registrations and has funded social-emotional skills training for Boys & Girls Club professionals and youth. 

“As one of the nation’s largest youth-serving organizations, Boys & Girls Clubs of America is committed to providing young people with the tools and resources they need to build healthy physical and mental habits,” said Chad Hartman, national vice president of corporate partnerships and engagements. “Thanks to the dedication of Planet Fitness, not only do more youth have access to fitness resources in their local Boys & Girls Clubs, but they are promoting acts of kindness and acceptance among their generation in communities nationwide.”

The popular fitness chain is set to celebrate its tenth year as presenting sponsor of the Times Square New Year’s Eve celebration, where a sea of attendees will sport Planet Fitness New Year’s Eve party hats with touches of its signature purple color theme. 

“Our New Year’s Eve sponsorship puts fitness top of mind in the new year and reminds everyone to put their health and fitness goals first in 2025,” Planet Fitness chief brand officer Jamie Medeiros said. “No matter what your goals are or what strength looks like to you, all fitness levels can start 2025 strong at Planet Fitness.”

Ahead of what’s anticipated to be a strong year for the gym giant, Planet Fitness is scheduled to participate in an upcoming investor conference on January 13, 2025.

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

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

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

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

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

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

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

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

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

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Technology has certainly advanced all areas of life, but its reach and impact on the fitness and wellness industry are still in the early stages. It’s an area where leading brands are poised to transform the member experience.

Fit:match may have set out to serve the fashion sector, but the company’s advanced 3D body scanning technology now sees a massive opportunity in fitness. Sensing the increased demand and interest in hyper-personalized health and fitness data, Fit:match and its patented platform are ready to change the gym game.

Using the ultimate trifecta — augmented reality, artificial intelligence and 3D technology — Fit:match allows fitness trainers to quickly obtain and analyze comparative data and insights on the 3D shape of clients, providing them with a visual representation.

“Fit:match creates a digital twin of a person’s size and shape – their physique – which has not been available to the masses until now,” explains marketing director Hillary Littleton. “This opens the door for fitness enthusiasts and athletes to literally look at their body composition, fat and muscle mass, asymmetries and more, which in turn unveils limitless opportunities for trainers and gyms. Imagine being able to show a client who is on a weight loss journey their progress in this way.”

Not only does Fit:match drive engagement with the ultimate personalized experience, but gyms can also use the data to track trends, member needs, upsell or offer merchandise discounts to clients meeting their goals.

“Providing hyper-personalized data that’s different from the gym next door will win,” Littleton points out. “Further, you’ll be the gym that facilitates the best results for members because trainers can be more precise in delivering personalized plans.”

How Tech is Enhancing, Not Replacing, Personal Trainers

As fitness and wellness consumers see emerging technology offering groundbreaking ways to put them on the path to better health, the fitness industry and its dedicated personal trainers need not worry about being replaced. After all, the fitness business has been (and will always be) a people-driven industry, and making personal connections with club members and clients will always be a differentiating factor.

Look no further than Future, a digital personal training platform that has released an AI-driven tool, Assistant Coach, to empower fitness coaches to take their business to the next level. This new function allows coaches to create workout plans and send voice or text messages to clients.

“Future’s AI actually promotes more thoughtful and meaningful human interactions,” Future’s co-founder and CEO Rishi Mandal says. “It allows the coaches to focus on the human relationship and also scaffolds for it, suggesting workouts and insights to the trainer based on what workouts users have liked, personal interests, work and travel plans, times of the day/week you’re most receptive, etc.”

Future’s Assistant Coach trained on tens of millions of text conversations between personal trainers and their clients, along with roughly one million custom workout programs, thereby exceeding general-purpose AI models, such as OpenAI.  

“Large, general-purpose models are great at some things, but are rarely used for high-value use cases,” Mandal explains. “For instance, you wouldn’t let ChatGPT drive your car for you. Instead, we tend to rely on models that are trained on real-world driving data to power-assisted cruise control or self-driving functions. Similarly, Assistant Coach includes specialized AI agents that are built to help interpret a member’s needs, bank a memory about a member, design custom training plans, and so on.” 

While Future’s technology gives personal trainers the ability to not miss a beat, Mandal says the most profound aspect is that it brings coaching, one-on-one expertise and accountability to more consumers than ever before.

Halotherapy Solutions: Pioneering Wellness & Redefining Recovery  

Although the “Gym of the Future” may bring personalized, cutting-edge technology to mind, it should not be overlooked that fitness consumers are also looking for holistic wellness solutions.

Enter Halotherapy Solutions, a wellness brand designed to give fitness and wellness operators a unique therapy and recovery offering. The company has tripled its business since 2021, with CEO Steven Spiro noting that Halotherapy has relished the post-pandemic demand for wellness, ready to serve with its innovative products, such as the HaloSauna.

“With the demand for wellness growing, ‘typical’ wellness facilities began to add more modalities like we offer,” Spiro explains. “Plus, and maybe more significantly, ‘non-traditional’ facilities are evolving to become more ‘wellness centers.’ We’ve seen huge growth in a variety of verticals like spas, gyms, tanning salons, yoga studios, wellness real estate communities, senior living, and more.”

The brand recently launched HaloRestore & Recovery — the first and only series of programs that blend salt therapy with its Restore and Recovery equipment, including popular therapies such as red light, cryotherapy and cold plunge.

Keeping a pulse on the wellness sector, HaloRestore & Recovery was born not just out of necessity, but at the urging of the health and wellness industry. 

“I have been in the Halotherapy space for about a decade and have seen a shift throughout the years,” Halotherapy CRO and program creator Lisa Semerly explains. “The industry has moved into ‘next generation’ salt therapy, stacking or layering multiple modalities together in one unit to customize the guest’s experience while at the same time maximizing the return on investment per square foot for the facility owner. Taking that one step further and keeping pace with the current environment, HaloRestore & Recovery was conceived last year.”

Halotherapy has given operators the ability to offer advanced recovery options while being mindful of space requirements. Perhaps more importantly, it gives fitness operators the chance to truly serve the majority of their members. As Semerly points out, one in every three athletes experiences some form of exercise-induced asthma, making it difficult for members to hit their personal fitness goals.

“If your respiratory system is run down or under attack and you can’t breathe, your workouts are going to be less effective,” Semerly explains. “Salt therapy alone expands the airway for increased lung function and increased oxygen saturation. It helps with muscle endurance and strengthens the abdominal wall for increased lung capacity and oxygenation.”

And, as consumers become increasingly intrigued by holistic wellness therapies, Halotherapy’s newly patented Vitality Booth Plus serves as the ultimate engagement tool for operators. The Vitality Booth Plus is a multi-function chamber that blends salt and red light therapy — a winning wellness combination.

“What makes the Vitality Booth Plus so effective and unique is the science,” Semerly says. “The inspiration behind it came from one of our partners and salt therapy enthusiasts who owned a World Gym. He was looking for a game changer in the fitness space to include red light and salt therapy and understood that red light in the presence of salt crystals creates a far more effective experience for both.”

In addition to aiding recovery and respiration, the Vitality Booth Plus addresses skin health with anti-aging, wrinkle reduction and even weight loss and mood enhancement.

The future looks bright for Halotherapy, especially as consumers become more health-conscious and seek ways to support longevity.

“We learned a lot in a post-COVID world,” Semerly adds. “More and more folks are taking self-care much more seriously. Those who take health and fitness seriously have realized that without a true recovery component, burnout, injury, and less effective workouts are inevitable. Halotherapy will continue to be part of the conversation in the fitness community well into the future.”

This article originally appeared in ATN’s Gym of the Future Report, which explores the technology, equipment and sustainable practices driving a new era of personalized fitness and wellness experiences. Download the free report.

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Here is what some fitness and wellness leaders have achieved or are currently focusing on in the wearables, artificial intelligence, and tech solutions space.

Credit:  Yiistocking/shutterstock.com

Wearables

Once reserved for those with diabetes, continuous glucose monitoring (CGM) devices have become the latest tool for biohackers and wellness enthusiasts interested in discovering the precise correlation between lifestyle and health.

This month, Dexcom Stelo became the first over-the-counter glucose biosensor in the U.S. available to consumers without a prescription. The small biosensor, worn on the back of the upper arm, is designed for those with Type 2 diabetes who don’t use insulin and those with prediabetes and sends personalized glucose insights to a user’s smartphone.

Dexcom says the device can potentially slow the progression of diabetes by empowering users to make behavior modifications through its spike and pattern detection and can also positively impact those who use weight loss medication.

“In a world where GLP-1 use is becoming increasingly more common, glucose biosensors like Stelo can help make those medications more effective,” noted Thomas Grace, MD, head of clinical advocacy and outcomes at Dexcom.

Boston-based Whoop is entering new markets this year to bring its human performance wearable to the Middle East and Southeast Asia, but on the end-user side, it’s committed to supporting women’s health.

It’s a critical area of overall wellness that remains largely unrepresented, Whoop CEO Will Ahmed told Athletech News.

“Particularly how women’s bodies adjust during various stages of their life – menstruation, pre- and postpartum, and perimenopause,” he pointed out. “Subsequently, females don’t receive adequate, science-backed information to support them during such critical times.”

Credit: Jacob Lund/shutterstock.com

Whoop offers users a unique Menstrual Cycle Insights feature, providing training and sleep recommendations based on a woman’s cycle. Earlier this year, the human performance company published a study in PLOS One, a peer-reviewed academic journal, analyzing the physiological data of pregnancies. The study identified key trends in maternal heart rate variability (HRV) inversion in singleton pregnancies, which could help predict delivery dates for premature and full-term pregnancies. Such data is more than just helpful information, Ahmed said.

“Understanding this change in HRV has the potential to save lives, reduce medical costs and provide more insight to expecting parents,” he explained.

Similarly, Oura is also invested in women’s health and has partnered with several companies (such as Natural Cycles and Flo) to increase the accessibility of health information for women.

The smart ring maker has introduced new features — Cycle Insights and Pregnancy Insights — to give users insightful information on their health. And it’s just the beginning, Oura CEO Tom Hale told ATN.

“As we continue to innovate and expand our offerings, we remain dedicated to providing women with the ultimate body literacy tool to support their health and well-being at every stage of life,” he said.

Credit: Technogym

AI

From fitness to nutrition, AI is everywhere.

In terms of fitness equipment, Technogym, the Italian fitness technology company, is at the forefront of the AI revolution. The company, founded by Nerio Alessandri, has created an AI-based end-to-end open platform that has revolutionized fitness for users and operators.

Two of Technogym’s latest products – the Technogym Checkup and Technogym Coach – address longevity with a personalized approach. Technogym Checkup assesses physical and cognitive conditions and provides a “Wellness Age” based on the current state of well-being, while the Coach feature offers a personalized training prescription.

The transformative promises of AI have also caught the attention of Life Time. The luxury athletic country club operator recently partnered with Microsoft to launch L.AI.C, an AI-powered companion for its members. Although the initial rollout will perform basic tasks, such as answering inquiries about club hours and offerings, Life Time CEO Bahram Akradi sees more significant advancements on the horizon that will set his clubs apart.

“From personalized, proactive suggestions and reminders to virtually unlimited opportunities to support our members’ unique needs and preferences, L.AI.C will further extend our brand as the trusted, go-to health and wellness partner for a lifetime,” Akradi said. “The best is yet to come.”

Tech Solutions

While current innovations certainly enhance the experience for fitness consumers, operators and fitness professionals have an abundance of choices when it comes to tech solutions.

Amalgama, a digital innovation consultancy company, helps fitness brands grow and enhance the user experience. The team of sports enthusiasts and former professionals know the industry well, understanding that digital solutions need to target comprehensive well-being while using data analytics that inform strategies.

Fit tech company ABC Fitness also continues supporting fitness operators, having partnered with data science and AI supplier DXFactor. The collaboration brings new offerings to the ABC Ignite mobile platform that will generate bespoke member experiences and integrations.

“This partnership promises to be a cornerstone for the fitness industry, offering a blend of DXFactor’s transformative digital strategies and ABC Fitness’s technological prowess,” said Al Noshirvani, managing partner at Alta Technologies and board member at DXFactor. “Customers can now anticipate a comprehensive digital transformation tailored to meet fitness enthusiasts’ and enterprises’ modern demands.”

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As 2025 approaches, it’s a time for reflection. Here are some of the key mergers and acquisitions that have shaped the fitness, wellness, nutrition, and technology sectors this year:

Gyms & Studios

The fitness and wellness industry witnessed one of its biggest merger deals in history earlier in 2024, with fitness franchise Orangetheory Fitness and Self Esteem Brands (the parent company of Anytime Fitness) leading the way. The two entities are now under newly formed holding company, Purpose Brands, which is led by former Topgolf CEO Tom Leverton.

Genesis Health Clubs, a privately-owned health club operator, strengthened its presence this year after acquiring The Atlantic Club, giving Genesis a presence in the East Coast fitness market.

LA Fitness, meanwhile, acquired XSport Fitness in 2024, bolstering its footprint in New York, Chicago and Virginia with 35 gyms that will be rebranded under one of Fitness International’s (the parent company of LA Fitness) four brands.

Similarly, Virginia-based Acac Fitness & Wellness centers scooped up La Maison Health & Fitness, a family-owned fitness club that served Pennsylvania residents.

In October, World Fitness Services (WFS), the parent company of World Gym Taiwan, moved to acquire Los Angeles-based World Gym International, handing WFS total control of the entire World Gym network and positioning the brand for more global expansion.

Urban Gym Group (UGG) also joined the action, acquiring Sparring Partners Holdings, owners of the London-based boutique gym brand Gymbox, while 26North made a successful play for Onelife Fitness.

Rounding out 2024 is PureGym, a leading U.K. gym operator that beat out Planet Fitness to acquire 67 Blink Fitness gyms in New York, New Jersey and Pennsylvania. The gyms will be rebranded under the PureGym label in 2025, and a franchising model could be on the horizon.

Fitness Equipment

There’s also been considerable activity outside of the brick-and-mortar M&A space. FitLab, the multi-brand performance lifestyle company behind Nike Studios, acquired both equipment manufacturer Assault Fitness and performance equipment and apparel brand RPM Training this year after securing $65 million in strategic financing from Atlas Credit Partners.

Fitness equipment leader Echelon is advancing its efforts in recovery following its acquisition this year of ThriveX, known for its advanced recovery solutions such as cold immersion therapy systems, smart hybrid saunas and compression boots.

Fitnessmith also made a bold move to secure Gym Source USA’s commercial equipment, maintenance, and service divisions.

Apps

In the app space, Outside Inc. acquired MapMyFitness from Under Armour as it looks to scale its digital platform in the outdoor and active lifestyle realm, while TrainingPeaks bought virtual cycling platform IndieVelo.

Corporate Wellness/B2B

Corporate wellness is set to boom following deals by fit tech leader EGYM, which purchased FitReserve, a U.S.-based studio and gym network. HealthFitness, a Trustmark company, also just acquired Corporate Fitness Works (CFW), an on-site and virtual fitness management solutions provider that manages 70 corporate fitness centers.

Smart ring maker Oura recently acquired software company Sparta Science to advance its B2B offerings.

Nutrition & Supplements

PepsiCo scooped up Siete while Gen Z-favorite Ghost, a sports nutrition brand, was acquired by food and beverage giant Keurig Dr Pepper.

The deal-making continues, as Pure Protein owner 1440 Foods acquired protein bar brand FitCrunch last month as “better-for-you” food and beverage options gain steam among health-conscious consumers. 

While it remains to be seen what 2025 has in store, the bigger question may be who will be the next to announce a deal.

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

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.”

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A new study published in Environmental Science & Technology Letters reveals that nine out of 22 fitness tracker and smartwatch bands tested contain per- and polyfluoroalkyl substances (PFAS), often referred to as “forever chemicals.”

The research, conducted by the University of Notre Dame, analyzed both new and used watchbands purchased in the U.S. across various brands and price points, categorizing them as “inexpensive” (priced at $15 or less), “midrange” ($15 to $30) and “expensive” (over $30).

The findings showed that many of the smartwatch bands were made with fluoroelastomers, a synthetic material used by wearable brands for its resistance to sweat and skin oils – an ideal material for active individuals and daily smartwatch users, but carrying a potential health issue.

While nine of the 22 bands were shown to contain elevated levels of a PFAS called perfluorohexanoic acid (PFHxA), interestingly, bands with the highest levels were more prevalent among higher-priced band options. 

“The most remarkable thing we found in this study was the very high concentrations of just one PFAS — there were some samples above 1,000 parts per billion of PFHxA, which is much higher than most PFAS we have seen in consumer products,” study co-author and professor emeritus Graham Peaslee said.

The concern, Peaslee and his team say, is that the chemicals can migrate, leading to inhalation, ingestion and skin absorption. Forever chemicals – which have been found in more than smart bands — are worrisome, experts say, for their association to health issues such as an increased risk of certain cancers, immunosuppression, hormonal dysregulation and developmental delays in children.

For its part, the University of Notre Dame has made it a mission to tackle forever chemicals by studying their impact and exploring treatment methods. 

As Alyssa Wicks, a graduate student and the study’s lead author points out, few studies have been published regarding the dermal absorption of PFAS.

“One article published earlier this year by a European research group found that a couple types of PFAS had significant transfer through the skin,” Wicks said. “That initial study only examined around 20 of the 14,000 known types of PFAS, and more studies are needed to better understand how PFAS travel through the skin.”

Ultimately, the authors note that their findings suggest a more comprehensive study is needed to test the levels of PFAS in bands.

In the meantime, the Environmental Working Group (EWG) offers some solutions for those concerned, such as opting for bands made from silicone and free of fluoroelastomers, limiting wear time and demanding safer alternatives from smart watch and fitness tracker manufacturers.

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

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

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

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

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

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

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

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

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

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Indoor pickleball franchisor Pickleball Kingdom has signed a multi-year deal with PodPlay Technologies, a tech platform for recreational venues, which will be implemented at nearly 400 Pickleball Kingdom franchises.

PodPlay offers features tailored to pickleball operators and enthusiasts, offering streamlined check-ins, video replays, digital scoreboards and tools to share game highlights on social media. Before turning its attention to America’s fastest-growing sport and developing a tech stack for popular sports venues and operators, the PodPlay team launched PingPod, a table tennis start-up now operating 20 locations.

“At Pickleball Kingdom, we are constantly looking for the best tools to equip our franchisees to better serve their members,” Pickleball Kingdom founder and CEO Ace Rodrigues said. “After we vetted all the facets of PodPlay’s platform, it was clear that they were the right choice for us. They have developed superior technology that’s accessed with an ease of use that everyone will be able to appreciate. And there were so many synergies between our brands that we mutually decided to make it an exclusive relationship.”

Pickleball Kingdom is the first pickleball franchise to leverage PodPlay’s hardware and software solutions.

“Our long-term vision is to be the platform for the modern pickleball venue,” PodPlay co-founder Ben Borton said. “We are proud to partner with an industry-leading company like Pickleball Kingdom that shares our vision for spreading the joy of pickleball.”

The fast-growing indoor pickleball franchisor recently signed a multi-unit deal in Ohio and California’s Sacramento area.

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Fans of HBO’s The White Lotus can soon indulge in the lap of luxury—minus the drama—through an immersive experience at The Four Seasons Hotel Westlake Village inspired by the hit series, just ahead of its season three premiere early next year.

The network and the luxury resort and hotel company announced a global partnership in October, which includes brand partnerships with several brands, including American Express, SuperGoop and Kiehl’s.

The journey begins on February 5, 2025, with a two-day retreat at the Four Seasons Hotel Westlake Village. Guests can expect experiences inspired by the dark comedy, from themed dining and spa and wellness treatments to custom cocktails. The event promises immersive photo moments, giveaways, a Thailand-inspired party featuring a celebrity DJ, and an exclusive sneak peek at season three of the hit series ahead of its February 16 premiere. 

Wellness tourists and fans of the show may recall that “The White Lotus” was filmed at several Four Seasons locations, including its Koh Samui, Maui at Wailea and San Domenico Palace properties. 

The 12-acre Westlake Village property recently underwent a transformation, boasting a 40,000-square-foot pool, spa, Cove Pool, three restaurants and a center for health and well-being. Guests can explore programs such as sustainable weight management, optimum performance and spa and beauty services.

“We’re inviting fans to go beyond watching “The White Lotus” and truly experience it,” said Pia Barlow, executive vice president, originals marketing, HBO and Max. “By partnering with iconic brands and creating unique experiences, we’re extending the luxury within the series into real life — making “The White Lotus” something fans can indulge in as we build anticipation for season three.”

It’s not the first time HBO has been in tune with fitness and wellness trends. In 2021, the network caused a stir for killing off Mr. Big while riding a Peloton Bike on the series premiere of “And Just Like That…” the “Sex and the City” reboot.

From immersive experiences inspired by hit TV shows to dedicated, on-demand wellness services, the global wellness tourism market continues to grow — and is projected to reach $1.4 trillion by 2027.

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Connected fitness leader iFIT has teamed with Flex to offer Health Savings Accounts (HSA) and Flexible Savings Account (FSA) payment options for its fitness products so that consumers can direct their funds on equipment such as NordicTrack and ProForm. 

“We’re excited to partner with Flex to empower our customers to invest in their fitness journey while leveraging their HSA/FSA benefits, further enhancing our mission to provide the most personalized and advanced fitness experiences,” iFIT chief sales officer Michael Maas said.

The HSA/FSA solutions provider also announced a collaboration with Tempo and counts Centr, Forme and Echelon among its clients.

“This partnership with iFIT demonstrates the power of HSA/FSA payment options to unlock new opportunities for growth,” Flex co-founder and CEO Sam O’Keefe said. “We’re proud to help iFIT continue leading the connected fitness space while expanding access to health and wellness for their customers.”

Check out Athletech New’s list of ten FSA & HSA-eligible products to buy before the year ends.

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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Celeb-loved personal training fitness brand Ultimate Performance (UP) is doubling down on the West Coast and honing in on the Los Angeles’ fitness scene with the upcoming launch of two new gyms in Santa Monica and Century City, California. 

Set to feature Watson Pro dumbbells and Atlantis machines, Santa Monica and Century City will bring UP’s portfolio to 26 gyms worldwide, including one in California’s Brentwood area and one in West Hollywood. 

Known for its specialization in results-driven personal training—and frequented by stars such as Lamorne Morris of “New Girl” and Glen Powell, who trained at UP to prepare for his role in “Top Gun: Maverick” —UP is building momentum for a broader U.S. expansion.

Founded in London by Nick Mitchell in 2009, UP is now led by CEO Steve Brice. Earlier this year, the fitness brand secured an investment from private equity firm Inflexion — and while UP remains mum on the funding amount, it will power its growth ambitions, including plans to open additional gyms over the coming years.

“Nick created a product which was like nothing else that was out there at the time — personal training done properly,” Brice tells Athletech News. “It was making sure that every client that walked through the doors received a return on their investment.”

It’s a “service-first” philosophy that has carried on to this day, with UP priding itself on its high-end personal training experience led by trainers who are properly equipped with education, incentives and are personally invested in the outcomes of their clients.

And when it comes to outcomes, the results speak for themselves. Prospective UP clients can browse a gallery of impressive client transformations, with the option to filter by sex, age, program type and duration.

The proven methodology led to UP expanding from a single basement gym in London in 2009 to an international fitness brand with locations in the U.K., Dubai, Singapore, Sydney and Hong Kong. Online personal training and coaching is also available.

Certainly geographically spread, but UP’s strategy of targeting expat markets with a significant U.K. presence is one that has paid off.

“The market was ripe in all of these locations,” Brice says. “So you could argue that the locations that we picked to open up in were absolutely perfect, even though most of it was based on intuition.”

UP is now ready to build on its success in Los Angeles, as its West Hollywood location generates about 300 to 350 training sessions a week, Brice tells ATN. 

“The demand really has led us to explore further in Los Angeles,” he says. “Most of our gyms operate out of a central business district and given that we weren’t in a central business district in L.A., it made perfect sense for us to be able to go over to Century City. And then in terms of Santa Monica, it’s on Montana Avenue. It’s in full visibility of everybody – from a residential perspective – on a busy corner of a busy highway. So that made perfect sense for us, as well as the Brentwood gym was filling up. It gave us an opportunity to tap into the clients more in the West.” 

The Ultimate Performance Difference

Over the past six months, Brice has made frequent visits to U.S. gyms, particularly high-end fitness facilities with personal trainers—an informal case study that ultimately revealed no clear competitors in the market.

“It fills me with confidence,” Brice says of his visits. “Personal training is still not done the same way that we do it, where we keep all our clients accountable, and we also make sure every single personal trainer in our business is invested as the client is themselves. And I’m not seeing that whenever I go to the gyms.”

Brice explains that UP clients never have to worry about personal trainers who are distracted by their phones, lack accountability or are solely focused on getting paid for their time.

“When you arrive at Ultimate Performance, your personal trainer will be specially selected by the gym manager, so you can build trust from day one and ensure you receive the exceptional service all our clients are accustomed to,” he says. “Your personal trainer is as accountable as you are. They are fully invested in your goals and will support you every step of the way. In fact, our trainers are not scored on how many clients they train, but on the quality of the results they deliver and the number of client goals they’ve attained.”

Another part of UP’s strategy that has resonated with its clients is its ability to gamify everything from a data perspective, allowing them (and their trainer) to see their metrics going in the right direction — a winning formula that UP indicates it will build upon in the next 12 months.

“I think the next logical path for us now is to start aggregating other technologies into our technology so they can start seeing how training at UP and how the nutrition advice that we give trainers influences all their other metrics as well at the same time,” Brice says.

UP isn’t interested in adopting a franchise model, though it is one it had considered in the past.

“We think we’ve learned almost every single lesson there is to learn,” Brice says. “So our team is hugely experienced in doing roll out now, particularly in new locations. So I don’t think there’s anything more a franchisee could offer us in terms of market insights into a particular location. We feel we’re best placed now to open up gyms, and we can make sure quality products remain as they are now.”

While fitness studios and gyms often chase the next big trend, Brice says UP prefers to keep things simple. However, its door is open to working with partners that specialize in other areas that complement their services. 

“We know what we’re good at,” he says. “We know we’re good at personal training. We know we need to keep investing in our technology and our people to make sure we stay at the very top. We’re going to keep investing in exactly what we do and make sure we’re at the top of our game.”

Update: This article has been updated with new information on UP’s expansion plans

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

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

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

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

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

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Soccer pro Cristiano Ronaldo is rounding out 2024 with a new venture, AVA, a recovery technology brand featuring recovery boots, massage guns and light, heat and cold therapy devices.

Ronaldo announced the launch of AVA—a shortened moniker for Advanced Recovery for Athletes—on social media, sharing that he’s poured his athletic experience into the recovery tech brand to help others improve their recovery game and increase their performance.

It’s Ronaldo’s latest move in the fitness and wellness industry, having partnered with Avanutri to bring AVA to the forefront of the booming recovery space and compete with the likes of Hyperice and Therabody.

The Al-Nassr Football Club player recently made an undisclosed yet sizable investment in personalized supplement maker Bioniq, upping its valuation to $82 million. Earlier this year, Ronaldo also launched Erakulis, a wellness app, and signed with human performance wearable brand Whoop as an investor and brand ambassador.

The Portugal-based AVA also sells an AquaBag Ball and AquaBag Cylinder as home-based fitness gear.

Recovery technology has become more than a trend, with even everyday fitness enthusiasts engaging in post-workout treatments as part of their holistic health and fitness regimen.

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