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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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Personal trainers are getting more support when it comes to helping their clients cut down on alcohol consumption. 

ABC Trainerize has partnered with mindful drinking app Sunnyside to provide fitness coaches and personal trainers with resources to support their clients who participate in “Dry-ish” January, a play on Dry January, a popular public health initiative that sees people abstain from alcohol consumption in the new year. 

With the partnership, fit pros who use ABC Trainerize will get access to Sunnyside tools for personalized alcohol-reduction, including daily habit-tracking templates, communication tools and evidence-based insights on the benefits of reducing alcohol intake.

ABC Trainerize, a leading software platform for fitness coaches and personal trainers under the ABC Fitness portfolio, has seen the tracking of alcohol-related habits increase nearly 3x over the last few years on its app, it reports. 

“At ABC Trainerize, we are focused on empowering trainers and coaches to deliver life-changing fitness and wellness experiences,” said ABC Trainerize platform president Sharad Mohan. “In fact, alcohol-related habits are one of our most-tracked habits on the app, so by partnering with Sunnyside, we are expanding the definition of wellness to include mindful drinking, helping trainers support their clients in achieving both their fitness and lifestyle goals.”

Dry(ish) January initiatives come as the personal training industry embraces holistic health and wellness. Gone are the days when trainers could design a simple workout routine for their clients and call it a day. As the wellness market continues to grow, fitness enthusiasts increasingly expect personal trainers to act as go-to sources of information for general health and wellness, including sleep, mindfulness and, in some cases, alcohol consumption. 

Last year, the National Academy of Sports Medicine (NASM) launched a continuing education course for personal trainers called “Mindful Drinking,” which delves into alcohol’s influence on wellness pillars like nutrition, sleep, cognitive function and physical activity. The course also gives fit pros resources for understanding society’s relationship with alcohol.

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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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Over 17 million people watched Jane Fonda don a leotard and leg warmers to host her iconic VHS workout series from 1982 to 1995, which became the first non-theatrical home video to top sales charts. Now, Fonda is partnering with Supernatural, Meta Quest’s Virtual Reality fitness program, to bring her beloved instructional videos to 2024. 

Paying homage to her best-selling at-home VHS workout videos, Fonda and Meta have created a four-part fitness series titled Jane Fonda’s Workout, which will be available for purchase on Christmas Day. 

Rapper and close Fonda friend Ludacris will be featured in one of the four sections.

The series includes the retro fitness program Flow with Jane Fonda, Box with Jane Fonda & Ludacris, group exercise experience Jane Fonda: Team Workout and recovery session Jane Fonda: Stretch, giving users multiple options for their workout flow.

In Jane Fonda’s Workout, Fonda has personally selected her own music, environments, and choreography inspired by her 1980s and 1990s VHS tapes. 

“It’s a full circle moment,” wrote Ludacris in a post on Instagram. “Growing up, I’d watch my mother sweat it out to @JaneFonda’s iconic VHS workout tapes. Now, I’m beyond honored to collaborate with the fitness icon herself in an all-new workout series for @getsupernatural on @metaquest.”

Supernatural, a fitness app available on Meta Quest virtual reality headsets, allows users to participate in full-body cardio workouts in virtual environments with engaging music and visuals. The app offers boxing and flow workouts with varied intensity levels, as well as stretching and meditation sessions led by personal trainers. 

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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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As the fitness and wellness industry looks ahead to 2025, several groundbreaking trends are set to reshape how gyms and wellness centers operate. The introduction of pharmaceuticals, the evolution into all-encompassing wellness hubs and the rise of AI-driven personalization lie at the forefront of this transformation. 

These trends not only promise to redefine the traditional gym experience but also open new avenues for growth, engagement and member retention.

How does the industry connect to discuss these topics? From the innovative use of GLP-1 drugs to combat obesity and enhance metabolic health, to the creation of holistic wellness centers that cater to every aspect of health, and the revolutionary impact of AI on member engagement — these trends have the potential to drive significant changes in the industry and require further examination.

Rest assured, these developments will be the subject of much discussion and debate within the fitness community in the coming year, particularly at industry events where thought leaders gather to exchange insights.

Pharma in Fitness, Say Hello to GLP-1

The integration of pharmaceuticals in fitness is igniting a revolutionary change in how gyms approach health and wellness. GLP-1 drugs are providing the spark. Developed by major pharmaceutical companies like Novo Nordisk, Eli Lilly and Pfizer, GLP-1s are moving beyond their traditional medical applications. Rather than ancillary, they’re now integral to fitness and wellness programs.

First and foremost, GLP-1s present a compelling opportunity for gyms to expand their offerings and appeal to more individuals by addressing health concerns that go beyond conventional exercise regimens. With 78% of people in the U.S. still not using gym services, the target audience is substantial. 

As we look ahead to 2025, expect more gyms to begin offering pharmaceutical solutions like GLP-1s. Those who stay ahead of the curve and embrace these innovations are more likely to attract a new herd of members seeking comprehensive health solutions given the abundance of individuals who stand to benefit from them. 

The Connected: Health & Fitness event in Los Angeles in February 2025 will explore this trend, particularly with its “The Great Debate: GLP-1, Threat or Entry Point?” panel discussion. Experts like Robert Gabbay, Chief Medical and Scientific Officer at the American Diabetes Association, will offer insights into how GLP-1 drugs might disrupt or enhance the fitness industry. This discussion will provide valuable perspectives on how gyms should go about integrating these new offerings to reel in new members.

Incorporating GLP-1 into fitness programs could redefine gym memberships, making gyms essential hubs for overall health management rather than just places for physical exercise. This evolution has the potential to impact both the fitness industry and broader healthcare practices. 

Diversifying Revenue Streams: The Future of All-in-One Wellness Hubs

The fitness industry is evolving swiftly, with gyms now looking to diversify their revenue streams and transform into comprehensive wellness hubs. This shift reflects a growing demand for holistic wellness solutions that go beyond traditional fitness offerings. 

With an increased demand for wellness, gyms are responding with expanded offerings that include services like biomarker testing, IV therapy and mental health programs. Brands such as Equinox, Muscle Lab and CorePower Yoga represent examples of each. The goal is to create a space where members can take care of all aspects of their health — physical, mental and even social. 

This trend will be front and center as well at the Connected: Health & Fitness event, where its “The Ultimate ‘All-in-One’ Facility” panel will explore how gyms can integrate these diverse offerings to create a seamless, all-encompassing experience for members. Expect insights from leaders like Emlyn Brown, Global SVP of Wellness from Accor and Matt Delaney, Director of Program from Equinox, who are driving the evolution of fitness spaces into wellness hubs.

As the fitness industry progresses towards 2025, gyms that successfully adopt this holistic approach will stand out in a competitive market. By offering a full suite of wellness services, they cast a wider net when looking to add new members and foster long-term engagement. 

The same goes for the corporate world as wellness boosts business. Michael Susi, Director of Wellness at LinkedIn, will take the stage and share how fitness and wellness are being integrated into the workplace to reduce burnout and boost productivity. 

AI, Personalization & Keeping Members Engaged

Shock, AI is revolutionizing the fitness industry. But how can we use it to tackle member attrition? With the rise of AI-powered wearables, apps and personalized coaching, gyms can deliver customized experiences that enhance member engagement and retention.

AI’s ability to process and analyze data from wearables and fitness apps enables gyms to create tailored workout plans and nutrition advice, offering members a more personalized approach to their fitness goals. 

AI can support gamified experiences and challenges as well that keep members motivated and invested in their fitness journeys. For instance, Life Time’s partnership with Microsoft to utilize AzureOpenAI demonstrates how AI provides dynamic training recommendations that evolve as members progress, improving both satisfaction and results.

The technology’s potential to predict member behavior and optimize engagement strategies permits gyms to not only enhance member experiences but also attract new members by offering tailor-made fitness experiences. When leveraging AI effectively, gyms establish individualized fitness journeys that extend beyond the average nine-month membership cycle.  

AI’s role in fitness is expected to expand even further as we move toward and into 2025. According to Sky Quest, the AI-powered fitness app market is projected to grow to $6.5 billion by 2031, illustrating an annual growth rate of 17.7% based on its $1.5 billion valuation in 2022. The future of fitness will likely be characterized by AI-driven personalization, setting new standards for member experience and business growth in the industry

The Connected: Health & Fitness Summit will take place on February 11-13, 2025, and has become a cornerstone in the fitness industry where technology, healthcare and fitness intersect to promote preventative health. 

By staying ahead of these developments and networking at events, gyms and wellness centers can not only enhance their offerings but also secure their place in an increasingly competitive industry. Embracing these changes will be key to thriving in 2025 and beyond.

This article originally ran in ATN’s Technology & Innovation Outlook 2024 report. Read more about the transformative impact of cutting-edge technology on the fitness and wellness industry and download the free report today.

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Interactive Strength Inc., makers of leading fitness equipment under Clmbr and digital fitness platform Forme, has secured exclusive distribution in Metropolitan France and French Regions with French training and equipment brand Planet Fitness SAS.

The three-year agreement sees a minimum commitment of 162 Clmbr units, which is projected to generate more than $500,000 in revenue — and comes amid European gyms experiencing record revenues and membership growth.

Interactive Strength had completed its acquisition of the vertical climber brand in February,

In a letter to shareholders, Interactive Strength noted that December has been a strong month for the company, citing its letter of intent to complete a potential acquisition of a profitable equipment business with more than $40 million in revenue. 

As for the multi-year deal with Planet Fitness SAS, Interactive Strength says the agreement advances its international expansion strategy and gives it leverage in France and Germany, two of the largest fitness markets.

“Planet Fitness SAS is an outstanding partner for us, and we’re very excited to work with them over the next few years,” the letter stated, adding that the group, founded in 1996 by former Olympic wrestler Christophe Andanson, now serves over 1,000 different European clubs with training services and equipment. 

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Greg Glassman, CrossFit founder and the driving force behind its rise as a modern fitness sensation, is writing his next chapter—just over four and a half years after stepping down as CEO and putting CrossFit up for sale.

Enter MetFix (short for Metabolic Fix), a methodology grounded in Glassman’s body of work that blends the mechanics of movement and how the body processes energy through nutrition – a program that intends to equip coaches with the tools to improve health and save lives.

The new venture comes at a pivotal time, with a new administration soon taking hold, vowing to Make America Healthy Again and as discussions ramp up regarding the dangers of ulta-processed foods and consumers are increasingly interested in health and longevity. 

For Glassman, MetFix is more than a new business model, but perhaps a comeback following numerous controversies, including accusations of racism in the wake of the death of George Floyd, as well as sexual harassment allegations – both of which Glassman has denied. Although the turbulence of 2020 led to the disaffiliation of numerous CrossFit gyms (with others impacted by the pandemic), CrossFit has largely remained one of the few entities resistant to full-scale cancellation — with devotees of the fitness method in abundance. 

And in a nation divided on numerous issues, MetFix plans to burst onto the scene with a stance most would agree on—that chronic diseases are a serious issue. The framework of MetFix is reminiscent of CrossFit, though it carries a heightened sense of urgency to tackle the health issues plaguing Americans.

Dale King, an affiliate CrossFit owner who is reportedly leading MetFix’s affiliate program, sees MetFix as a return to the “original mission.”

“We’re losing the war to an enemy that has more funds, more weapons and more personnel, and we need to utilize these affiliates as an outpost in that work and basically create an insurgency through education and through connection and through fitness to serve as many people as we can,” he said in a MetFix Q&A video with Emily Kaplan.

Kaplan is deeply entrenched in the mission, having co-founded The Broken Science Initiative with Glassman in 2022, with MetFix serving as an offshoot. Multi-faceted, Kaplan has served as principal of The Kleio Group, a strategic communications firm, founded the women-focused Prime Fitness and Nutrition and has experience as a gym owner, podcast host and journalist.

To hear Kaplan tell it, MetFix is an opportunity to hone in on the science of nutrition.

“The big piece is that the base of the pyramid is nutrition, and that wasn’t sort of well-delivered or explained in a technical sense, back when [Glassman] launched 20 years ago,” she explained.

The first 100 affiliates granted access to the MetFix platform include those with a keen interest in The Broken Science Initiative, longtime affiliate owners “in the know” about ongoing developments and those who regularly attend events.

“I thought we would have a few hundred people interested — we’ve had thousands,” Kaplan said. According to a post on Instagram, more than 3,000 affiliates have applied in hopes of securing one of a hundred spots. She emphasized MetFix’s intentional rollout, ensuring that all of the proper systems are in place before expanding.

Although details are limited, New Species CrossFit will be among the first to adopt and promote MetFix within its fitness community, with gym owner John Hunnicutt describing the program to the New York Times as a “grown and sexy version of CrossFit with a little bit more on the critical thinking.” Part of that includes MetFix’s integration of functional fitness and nutrition that has a strong anti-carb focus.

It remains to be seen just how public-facing Glassman will be as MetFix launches, although Kaplan revealed that two-day seminars led by Glassman are slated for sometime in 2025.

In addition to MetFix, there are two other “societies” that appear to be in development, according to the Broken Science Initiative: a medical society and an educational society. The medical society, launching in June, is described as an initiative dedicated to tackling systemic issues affecting modern medicine, while the educational society is aimed at promoting curricula that foster critical thinking, including the philosophy of science.

In the meantime, King emphasizes that MetFix is looking for affiliates who “aren’t afraid to fight.”

“This is a community driven and led thing,” he said. “We’re finding people who are rebels and want to take it to the fight and fight chronic disease.”

As for 2025, it will be the “year of MetFix,” Kaplan said.

The post Controversy to Comeback? CrossFit Founder Returns with MetFix appeared first on Athletech News.

Now, more than ever, personal trainers and fitness coaches are presented with significant opportunities to expand their business — especially with a new year quickly approaching.

We’ve seen the stats: Gen Z loves group fitness, millennials adore personal training and older people are active but less likely to hit the gym. But in 2025, trainers and coaches (either seasoned or just starting out) need to adapt to new trends and more, according to a new report from TrueCoach, which analyzed data from TrueCoach users and surveyed coaches on its platform.

Here are some key takeaways from the personal trainer software platform’s 2025 Personal Trainer Trends and Strategies report:

With Pilates, group fitness and HIIT projected to be three of the most popular fitness modalities in 2025, integrating these workout formats into training services can offer significant rewards, according to TrueCoach.

Similarly, leveraging peak booking times—found to be 6:00 a.m., 8:30 a.m., 9:30 a.m., 12:00 p.m. and 5:30 p.m.—can prove to be an ideal window for targeting promotions or incentivizing clients to book a session.

And while trainers and coaches may want to focus on acquiring new clients in 2025, TrueCoach suggests that client retention should take priority in competitive markets, as it often leads to greater long-term engagement. 

For those looking to expand, incorporating new offerings like nutrition tracking or mindfulness coaching can provide added value. TrueCoach highlights its Habit-Tracking feature, which allows trainers to set personalized daily goals for clients in areas like movement, nutrition, hydration, recovery and sleep — health pillars that have become increasingly important to wellness-seeking consumers.

Additionally, building a sense of community can benefit trainers and coaches aiming to grow in 2025. As TrueCoach recommends, cultivating a sense of community can be achieved through group training sessions, private social media groups for clients or monthly challenges.

While the number of consumers booking personal trainers in 2025 remains uncertain for now, it’s reasonable to expect an increase given the growing emphasis on personalization and pivot towards health-supporting practices.

The post Retention Beats Acquisition for Trainers in 2025, Per Report appeared first on Athletech News.

Revel is joining Solidcore at The Novus, a luxury residential tower in Durham, North Carolina, which recently named the Pilates-inspired fitness brand as its first retail tenant.

The indoor cycling brand offers an invigorating, rhythm-based riding experience and is slated to open in the first quarter of 2025, amid a blossoming wellness real estate landscape.

“As long-time Durham residents, we are thrilled to bring the joy, growth, and community we have found through rhythm-based indoor cycling to the heart of the Bull City,” Revel founder and lead instructor Mia Wise said. “We are particularly excited to be opening as a part of The Novus, a project that demonstrates the incredible growth of a city we love.”

Austin Hills of Austin Lawrence Partners, a real estate development firm that partnered with Global Holdings on The Novus project, noted that Revel elevates the wellness offerings of the high-end building and offers a space for residents of the city to connect with each other and challenge themselves. 

“We’re honored to work alongside the Revel team and look forward to the studio’s highly-anticipated opening,” he added.  

The premium residential building will soon open leasing for its 188 rental apartments and offers 54 condo units that offer up to five bedrooms. Residents of The Novus are treated to both indoor and outdoor amenities that touch on wellness and community-encouraging experiences, such as a fitness center, golf simulator and game room, a spa suite with private treatment rooms, a steam room, co-working spaces, a swimming pool, cold plunge and hot tubs, cabanas and loungers, a pickleball court, a bar and barbecue area, a movie screen, fire pits and a putting green.

Blending wellness touchpoints with residential living has evolved from a visionary concept to reality, thanks to forward-thinking real estate developers. It’s also a model that we may continue to see, especially as younger generations are keen to live in health-conscious and communal living environments and have begun to move into shopping malls amid a housing crisis. 

In addition to mixed-use opportunities as seen with The Novus, Boston-based Redgate has launched Gibson Point in Revere, Massachusetts. A 291-unit luxury residential building situated on waterfront property, Gibson Point features a fitness center, a yoga and barre studio, a zen garden, a sauna, a cold plunge pool and a recovery-focused room equipped with massage guns, Therabody foam rollers and Normatec compression boots. Gibson Point residents can book massages and take advantage of a co-working area with standing treadmill desks. 

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Sarah Luna has stepped down from her role as president of Xponential Fitness.

Luna, who brought a unique blend of experience in the fitness business world as a Chapman MBA grad, professional dancer, Pilates instructor and Jazzercise franchisee, was just 34 years old when she became president of the leading boutique fitness and wellness franchisor in 2021, elevating from prior roles such as national sales director of Club Pilates, senior vice president of operations and then president of Pure Barre.

At the time of her appointment to Xponential’s executive team in 2021, founder and (now former) CEO Anthony Geisler acknowledged her relentless efforts in helping Club Pilates and Pure Barre excel in the boutique fitness space, calling her an “invaluable asset” in driving the growth of Xponential’s brands.

It’s a sentiment echoed today by Xponential’s leadership.

“Sarah Luna has stepped down as president of Xponential Fitness, effective Dec. 13,” an Xponential Fitness spokesperson said. “Prior to assuming the role of President in 2021, Sarah held brand-level leadership positions at Club Pilates and Pure Barre, contributing significantly to their evolution into leading boutique fitness brands. We thank Sarah for her service to Xponential and wish her continued success. The company is actively engaged in the search for a successor. In the interim, Xponential’s executive team will ensure seamless operations and ongoing support for franchisees and their members.”

There have been several changes in the Xponential orbit in the last year, including the introduction of new CEO Mark King, who succeeds Geisler.

King’s appointment was met with enthusiasm from investors. The former Taco Bell chief shared last month on an earnings call that he’s bullish on international growth and plans to overhaul the franchisee experience, improving the recruitment process and implementing annual audits to ensure consistency.

King also noted that in the new year, Xponential plans to invest in its brands in new ways. 

“Once we’ve worked through some of the challenges, I expect our business to become highly profitable and cash-generative at scale,” King told investors. “International is a huge opportunity that I plan to make a core focus. I see no reason why Xponential shouldn’t have as many studios operating outside the U.S. as it does domestically.”

As for Geisler, he told ATN in July that he plans to stay in the fitness and wellness space, though he’s staying tight-lipped about his plans for now. He has, however, remained active in philanthropy, recently providing Thanksgiving dinners to those in need and supporting VictimsFirst, a nonprofit organization that aids survivors of mass violence.

The post Xponential Fitness President Sarah Luna Exits Fitness Franchisor appeared first on Athletech News.

The Amenity Collective, a provider of facilities management services across the aquatics, fitness and recreation industries, has acquired Advantage Sport & Fitness (ASF), a top distributor of fitness equipment for brands including Precor, Peloton, Escape Fitness and Power Lift, the sides announced.

With the deal, Advantage Sport & Fitness will become part of LIVunLtd, an Amenity Collective entity that provides facility management, fitness equipment, programming and consulting services. LIVunLtd now becomes North America’s largest distributor and servicer of fitness equipment, according to the Amenity Collective. 

“We’re thrilled to partner with such a talented, high-performance team of great people and business professionals,” Amenity Collective CEO Brian Sheehan said of the acquisition. “Now, as North America’s largest fitness distributor, we’re eager to combine our resources and decades of experience to create added value for stakeholders, additional opportunities for our team members, and continue delivering the exceptional service our clients rely on.”

Financial terms of the deal weren’t disclosed.

Founded in 1987, the Ithaca, New York-based Advantage Sport & Fitness serves as the exclusive distributor of Precor equipment on the East Coast of the United States, and also represents brands including Peloton, Escape Fitness and Power Lift. ASF also provides facility design and equipment selection services.

Last month, ASF expanded into the New England region, giving it a presence in states stretching from Maine to Florida. The brand serves clients in sectors including multi-family housing, high school and college athletic facilities, hospitality fitness centers, country clubs, and personal training/boutique fitness studios. 

“Our vision has always been to build an enduring, great company, and this partnership with The Amenity Collective and LIVunLtd ensures that vision continues to be our reality,” ASF president, founder and co-owner John Murray said of the deal. “After nearly 40 years of hard work and dedication, this milestone represents not just our growth, but the remarkable contributions of those who have been part of our journey.” 

“Alongside my partners, John Pfuntner and John Marcotte, we are proud to remain actively engaged, guiding our clients and team members through this exciting new chapter while upholding the service excellence that has always defined Advantage Sport & Fitness,” Murray added. 

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Endorphins Studios has launched as a next-generation content production company for health and fitness brands, the result of a partnership between Endorphinz, a fitness media company, and Extel, an agency in gaming, extended reality (XR) and AI development.

Endorphins Studios will create immersive and personalized content experiences for health and fitness brands and creators, including video and photo production, AI content creation, game design, interactive learning simulations, and experiences in virtual (VR) augmented (AR) and mixed reality (MR).

“Endorphinz provided best-in-class media production to over 75 fitness brands while helping companies navigate the pandemic and build digital brands over the last 5 years,” said Mike G. Hansen, the founder of Endorphinz and a partner at Endorphins Studios. “Now, it’s time to extend that media into emerging platforms, producing content using advanced technology for more immersive and personalized experiences.”

“Whether you need real-world media like videos or want to dive fully into virtual reality, Endorphins Studios will be your trusted partner every step of the way,” Hansen added. 

With a team of 20-plus developers who specialize in gaming, AI and VR, Endorphins Studios says it can help health and fitness brands transition from static and dynamic media to immersive, tech-enabled content experiences and navigate the upcoming Web 3.0 environment. 

“Since 2008, we’ve been developing games and interactive experiences, supporting health and fitness brands with everything from cardio-based games to VR fitness experiences,” noted Kandaswamy Sankara Narayanan, the founder of Extel and a partner at Endorphins Studios.  “Combining forces with Mike G. Hansen and capitalizing on Endorphinz’s experience will accelerate industry innovation, allowing brands to push the boundaries of what’s possible as we lean further into AI-powered solutions for both real and virtual worlds and new media experiences.”

Endorphins Studios comes as ChatGPT developer OpenAI just released Sora, a video-generating AI that can create “realistic videos” from text, photo and video inputs. Sora has the potential to transform video content generation in the same way ChatGPT has done for text-based content, giving health and fitness brands a powerful new tool for marketing and advertising. 

To celebrate its launch, Endorphins Studios is offering all first-time health and fitness customers a content and media audit which includes a review of current production, recommendations on new tools and a complimentary storyboarding workshop for new content ideas. 

To learn more about Endorphins Studios, you can contact Info@EndorphinsStudios.com

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Corporate wellness giant Wellhub (formerly Gympass) has acquired Rome-based Fitprime, which serves over 200 corporate clients with fitness, nutrition and mental health wellness services.

Wellhub has grown to serve three million employees and the deal gives the platform a major presence in Europe at a time when corporate wellness is expected to soar to $104.82 billion by 2030, according to one recent market report. 

“We are delighted to welcome Fitprime to the Wellhub team,” Wellhub CEO and co-founder Cesar Carvalho said. “This union represents a significant expansion of our presence in Europe and strengthens our commitment to providing the best wellbeing benefit plans to companies around the world. Fitprime’s impressive network and expertise in the Italian market will be invaluable as we continue to grow and innovate on behalf of our corporate clients, their employees and our wellness partners.”

The corporate wellness leader recently partnered with dance fitness brand Zumba and Nike Studios.

Fitprime co-founder and CEO Matteo Musa said the deal is the perfect opportunity for Fitprime to accelerate its growth and expand its impact. 

“Wellhub’s global resources and expertise will enable us to enhance our offerings and provide even more value to our clients,” Musa said. “This will create new opportunities for us to further solidify our position as a leader in the Italian wellness market.”

As consumers place greater emphasis on health and wellness, it has evolved into an employee expectation. Corporate wellness advocates highlight such programs as retention drivers and opportunities to boost productivity and engagement while lowering absenteeism.

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ETS Performance has touched down in the Empire State. The gym chain focused on training youth, high school, collegiate, professional and Olympic athletes just announced the opening of its first facility in New York State, specifically in Queensbury, NY. 

“Our athletes, partners and dedicated trainers have seen the difference that specialized training programs can have in the athletic development of our athletes,” said Jed Schmidt, CEO of ETS Performance. “Our mission is to empower the next generation of top athletic talent by providing unparalleled training that not only enhances their physical abilities but also builds character and resilience.”

The new facility is said to serve youth athletes ages 8-18 years old and include specialized training programs supported by high-end equipment and expert trainers. It’s now done so for 3,500 collegiate athletes and over 250 professional athletes since its launch in 2010, according to ETS. 

Veteran ETS Performance partner and Queensbury native David Martin will captain the new facility after doing so successfully with another in Wisconsin for three years. Martin has trained hundreds of athletes on the youth and professional levels, including Tyler Mattison of the Detroit Tigers, JP Feyereisen of the Los Angeles Dodgers and Terrin Vavra of the Baltimore Orioles.

Those who get to the Queensbury location first will have a chance to walk away with more than just a membership as well. To celebrate the launch, ETS will give a free evaluation and one free month of training to the first 50 individuals who sign up for programs. New members will also have an opportunity to win a jersey autographed by NFL Wide Receiver Adam Thielen or NHL Forward Jake Guentzel. 

“We are proud to be debuting our new facility in New York and look forward to helping shape the next generation of Queensbury’s great athletes,” Schmidt added. 

Both Thielen and Guentzel have long supported ETS as partners, but aren’t the only big-name athletes to do so. Additional stars working with the brand include Minnesota Vikings’ defensive lineman Harrison Phillips and Atlanta Falcons’ quarterback Kirk Cousins. Cousins helped establish two ETS locations in Michigan earlier this year. 

That launch, along with this Queensbury one, pushes ETS’s total unit count for athletic facilities to 43. The brand opened seven locations this year alone and intends to make further advancements in the Northeast and Midwest down the line. 

All in all, this represents another win for youth sports. Weeks ago, League One Volleyball, a women’s volleyball organization featuring a youth-to-pro ecosystem for junior players, secured a $100 million investment from private equity firm Atwater Capital. The Biden-Harris administration also partnered with 14 professional sports leagues and players’ associations earlier this year to upgrade their youth sports programs. 

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