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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As people worldwide toast to the New Year, new research sheds light on the potential health benefits of moderate wine consumption — offering food for thought for those enjoying a celebratory glass. A recent multicenter study, led by the University of Barcelona and published in the European Heart Journal, suggests that drinking wine in moderation may reduce the risk of cardiovascular complications, though experts caution that more research is needed to solidify these findings.

Study Highlights: Wine and Cardiovascular Health

The study analyzed 1,232 participants in the PREDIMED project, a significant epidemiological study investigating the Mediterranean diet’s impact on heart health. Researchers used tartaric acid, a biomarker unique to grapes and wine, to objectively measure wine consumption — marking a departure from traditional reliance on self-reported data, which is prone to inaccuracies.

Results indicated that light wine consumption (one glass per week to less than half a glass per day) was associated with a 38% reduction in cardiovascular complications, while moderate consumption (half a glass to one glass per day) lowered the risk by up to 50%. However, these benefits disappeared when consumption exceeded one glass daily. Researchers emphasized that moderate wine consumption should always accompany meals, aligning with Mediterranean dietary practices.

The study adds to the ongoing debate surrounding alcohol’s role in health. While excessive alcohol consumption is unequivocally harmful, the effects of moderate wine consumption remain contentious. Some studies highlight protective cardiovascular benefits, while others find no significant effects. Lead researcher Ramon Estruch noted that conflicting results often stem from unreliable consumption records, a challenge this study sought to address through biomarker validation.

Despite the promising findings, experts, including co-author Inés Domínguez, urge caution. “The observational nature of the study limits our ability to establish causality,” she stated. The researchers highlighted two paths for future investigation: randomized nutritional intervention studies and mechanistic studies exploring wine’s anti-inflammatory compounds, such as resveratrol. However, randomized studies are resource-intensive, and results may take years to materialize.

A Balanced Perspective

While this study supports moderate wine consumption as a potential heart-healthy choice within the context of the Mediterranean diet, it underscores the need for further research. The findings offer a nuanced perspective for health-conscious individuals looking to embrace both tradition and science in the New Year.

As 2024 ends and 2025 begins, experts advise moderation and mindfulness — whether raising a glass or considering the broader implications of dietary choices. For now, the relationship between wine and heart health remains a topic of careful consideration, ripe for further exploration between health coaches and clients.

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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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Signe Svanfeldt is the Lead Nutritionist at Lifesum, a highly popular healthy eating platform

When most people think of fitness and well-being, they often focus on their physical strength, cardiovascular endurance or mental resilience. However, gut health is a critical component of health that’s often overlooked.

For athletes, fitness enthusiasts, and even those simply looking to maintain a healthy lifestyle, gut health is the foundation upon which much of our overall well-being and physical performance is built. 

The gut’s impact on fitness goes far beyond digestion – it influences energy levels, immune function, mental clarity and recovery, all of which are crucial to excelling in any fitness regime.

It’s not just athletes or fitness buffs who should be concerned about gut health. The wider population, including those in the workforce, must also prioritize digestive wellness. 

An estimated 70 million Americans suffer from gastrointestinal (GI) disorders like Irritable Bowel Syndrome (IBS), which cost the United States economy nearly $140 billion annually. These staggering figures point to the widespread impact of gut-related issues on health and productivity. Gut health is therefore not only a cornerstone of physical fitness but also of employee well-being and overall productivity.

The Foundation of Fitness

The gut plays a central role in how the body processes nutrients, manages inflammation and regulates energy levels. These functions are key to fitness, as they impact everything from muscle recovery to stamina. Here’s how gut health influences various aspects of fitness:

1. Energy & Endurance

The gut is responsible for breaking down the food we eat into the nutrients our body needs for energy. If gut health is compromised, nutrient absorption is impaired, which can lead to low energy levels and fatigue – two major roadblocks to consistent training and athletic performance. Athletes rely on efficient digestion to convert carbohydrates, proteins, and fats into energy during intense workouts. A poorly functioning gut disrupts this process, leaving the body without the fuel it needs to perform optimally.

Furthermore, the gut’s ability to maintain blood sugar levels can directly impact endurance. Balanced gut health helps regulate glucose levels, preventing sudden energy crashes during long training sessions or competitions.

2. Recovery & Muscle Repair

Recovery is a crucial part of any fitness routine, and the gut plays a vital role here as well. A healthy gut supports the body’s ability to manage inflammation and repair tissues after exercise. Inflammation is a natural response to intense physical activity, but if left unchecked, chronic inflammation can lead to injury or prolonged recovery times. The gut, with its diverse microbiome, produces anti-inflammatory compounds that help control this process, ensuring faster recovery and reducing the risk of injury.

Additionally, the gut helps synthesize essential amino acids that are used in muscle repair. Without proper gut health, this synthesis can be compromised, slowing down the body’s ability to rebuild muscle tissue and limiting gains in strength and performance.

3. Mental Clarity & Focus

Gut health doesn’t only impact the body – it plays a significant role in cognitive function. The gut-brain connection, often referred to as the “gut-brain axis,” reveals how the health of the gut can influence mood, concentration and decision-making. For athletes and fitness enthusiasts, mental clarity and focus are just as important as physical strength. Whether you’re aiming for personal records in the gym or competing at a high level, staying focused during training is essential for peak performance.

A healthy gut promotes the production of neurotransmitters like serotonin and dopamine, which are critical for mood regulation and mental sharpness. In contrast, an imbalanced gut can lead to brain fog, lack of focus and even anxiety – factors that can detract from fitness goals and overall well-being.

4. Immune Function

A robust immune system is essential for maintaining a consistent fitness routine. The gut is home to 70% of the body’s immune cells, making it a critical line of defense against illness. A balanced gut microbiome helps fend off harmful pathogens and promotes immune resilience. For athletes, this means fewer sick days, more time spent training and less disruption to their fitness progress.

Gut health also influences inflammation, and while short-term inflammation helps the body recover from workouts, chronic inflammation can impair immune function, leading to frequent illness or injury. By nurturing gut health, athletes can boost their immune defenses and support long-term fitness goals.

Gut Health in the Workplace: Why Employers Should Care

Gut health is not only essential for those pursuing athletic performance but also for employees across industries. Poor gut health can severely impact workplace productivity, absenteeism, and overall employee well-being. Just as it affects energy, focus, and immune function in athletes, it impacts professionals who need to perform at their best mentally and physically in their jobs. Given that digestive disorders cost the U.S. economy $140 billion annually, employers have a strong incentive to support the gut health of their workforce.

A healthy gut is linked to better mental clarity, stress management, and overall mood—all of which are crucial for maintaining a productive work environment. Chronic stress, which is prevalent in high-demand work environments, directly impacts gut function, leading to issues like IBS and other GI disorders. By addressing gut health in the workplace, employers can reduce sick days, improve job satisfaction, and enhance productivity. 

Here are a few key strategies employers can use to support their employees’ digestive health:

1. Promote Stress Management Practices

Chronic stress disrupts the digestive system, contributing to gut-related issues like bloating, constipation, and IBS. Employers can invest in mindfulness programs, offer yoga or meditation classes, and create stress-free spaces where employees can unwind. By helping employees manage stress, employers can not only improve gut health but also boost mental clarity and productivity.

2. Provide Gut-Friendly Snacks & Meals

Incorporating gut-friendly foods into the workplace can significantly enhance digestive health. Stocking breakrooms with fiber-rich snacks, prebiotic foods like bananas and oats, and probiotic options like yogurt and kefir can promote better gut health. Offering employees healthier choices will not only boost their energy levels but also improve their overall well-being, both in and out of the office.

3. Offer Access to Digestive Wellness Apps

Employers can provide access to wellness apps (like Lifesum), which offer personalized nutrition plans tailored to gut health. These apps help employees towards digestive wellness, such as tracking fiber and water intake. By supporting healthier dietary habits, employers can enhance both employee well-being and workplace performance.

4. Educate Employees on Gut Health

Finally, educating employees on the importance of gut health can foster a culture of wellness in the workplace. Offering workshops or wellness seminars on how gut health impacts mood, productivity and overall well-being can empower employees to take charge of their digestive health. These initiatives can reduce absenteeism and improve overall workplace morale.

Gut Health Is a Game-Changer

Incorporating gut-friendly practices into everyday life, whether through diet, stress management, or wellness programs, offers long-lasting benefits. The gut is more than just a digestive organ—it’s the foundation of a balanced, healthy life. Whether you’re an athlete aiming for peak performance or an employee striving for productivity, gut health is the key to unlocking your full potential. 

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A recent study from the University of Massachusetts Amherst, published in the American Journal of Clinical Nutrition, highlights concerning trends in the dietary habits of pregnant and postpartum individuals. The research, which assessed participants from early pregnancy to one year postpartum, underscores the urgent need for improved nutritional guidance and support during these critical life stages.

The study used the USDA’s Healthy Eating Index (HEI) to evaluate diet quality on a 0-100 scale, with an average participant score of 61.6 — equivalent to a barely passing “D” on a traditional grading scale. While slightly better than the national average for U.S. adults, this score reveals significant room for improvement.

Program Design Considerations

For fitness and wellness professionals working with women during pregnancy and postpartum, this research offers critical insights into the unique challenges faced by this population. Proper nutrition during these stages is essential not only for the individual’s health but also for long-term outcomes for the child.

Anna Maria Siega-Riz, senior author and dean of the UMass Amherst School of Public Health and Health Sciences, noted the disparities in diet quality linked to factors such as income, education, and access to resources. “Lower-income women may lack access to high-quality foods or the support needed to make lasting dietary changes,” she explained.

This means that nutritional education and behavior change strategies should consider a client’s socioeconomic context. Recognizing these barriers and collaborating with other professionals, such as dietitians, can lead to more effective support systems.

Key Findings

• Stable diet quality, but room for growth: The study found little change in dietary patterns from pregnancy to postpartum, with the lowest scores in whole grains, fatty acids, and dairy consumption. Professionals might consider recommending simple, cost-effective meal plans or grocery lists to improve these areas.
• Impact of sociodemographics: Higher diet quality was observed among higher-income, more educated participants. Fitness professionals should prioritize inclusivity by tailoring advice to align with diverse financial and cultural contexts.
• Behavioral trends: Some participants reverted to pre-pregnancy habits, such as increased caffeine, alcohol, and refined carbohydrate consumption. Coaching postpartum clients on sustainable habits that accommodate these shifts can improve long-term adherence to healthier choices.
• Nutritional moderation challenges: Sodium and saturated fats were notable areas where participants scored poorly. Incorporating tips for reading nutrition labels or meal prepping can help clients make better choices.

Opportunities for Collaboration

The research also highlights gaps in the current healthcare and support models for pregnant and postpartum women. Fitness professionals can play an important role by partnering with healthcare providers to create holistic wellness plans that address both physical activity and dietary needs.

Siega-Riz emphasized the importance of comprehensive care: “Policymakers and prenatal care providers need to understand that even pregnant women need support and guidance to change their dietary habits for the better.” This points to an opportunity for fitness pros to advocate for integrated care that includes nutrition and exercise counseling.

A related study in The Journal of Nutrition found links between diet and the gastrointestinal microbiome during pregnancy. While the implications of these findings are still being explored, they reinforce the importance of a balanced diet for both the parent and child. Fitness professionals could benefit from staying informed on emerging research in this area, as it may influence future recommendations for prenatal and postpartum clients.

This study serves as a reminder that nutrition is a cornerstone of health during pregnancy and postpartum. For fitness professionals, the findings present an opportunity to address gaps in education and support through personalized guidance, collaboration and a commitment to inclusivity.

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Bioniq, a personalized nutrition company, has unveiled its latest innovation: Bioniq Build Your Own. Designed to cater to the estimated 15% of individuals with special health needs, this hyper-personalized supplement solution enables consumers to create tailored formulas addressing allergies, vitamin and mineral intolerances, as well as other unique health requirements.

This launch marks a pivotal step in Bioniq’s mission to reshape the supplements market, an industry projected to grow annually by 6.74% and reach $44.24 billion by 2029. Following the success of Bioniq GO in 2023, the company’s Build Your Own platform represents its most significant advancement yet, particularly as demand from the U.S. market surges.

“Bioniq is the only company capable of offering an extensive list of vitamins, minerals, and phytonutrients in flexible dosages, thanks to our AI-driven approach and innovative granular delivery system,” said Oliver Motisi, Chief Product Officer at Bioniq.

“This unique approach empowers individuals with chronic diagnoses or specific health conditions to create supplement blends tailored to their needs, improving quality of life on a global scale.”

Bioniq Build Your Own enables users to select from over 50 nutrients, either following Bioniq’s data-driven formula recommendations or curating a fully customized blend. The supplements leverage Bioniq’s patented granular dosage form to ensure high bioavailability and efficacy.

The platform is powered by Bioniq’s proprietary AI algorithm, which evaluates users’ blood biomarker data alongside self-reported health metrics, such as height, weight, age, lifestyle and health goals. This process identifies micronutrient imbalances and delivers a tailored supplement solution, alongside daily nutrient support, nutrition consultations and educational resources.

Recent data underscores the effectiveness of Bioniq’s approach:

• 94% of clients optimized Ferritin levels within 6 months.
• 86% of clients optimized Zinc levels within 6 months.
• 82% of clients optimized Vitamin E levels within 6 months.

These findings align with a recent poll revealing that 86% of individuals find the lack of measurable results the most frustrating aspect of traditional supplements.

Bioniq’s user base grew fivefold in 2024, and its products are now sold in over 70 countries. Its success has attracted high-profile partnerships with leading health and sports organizations, including Lanserhof and UFC. The company also recently announced an investment by global football icon Cristiano Ronaldo, raising its valuation to $82 million. This follows a successful Series B round led by HV Capital and Unbound, which raised $15 million to fuel further growth and product development.

“By combining advanced blood biomarker analysis with personalized formulas, Bioniq is not just meeting demand — it’s redefining how people approach their health,” added Motisi.

For more information, visit Bioniq’s website or explore their recent study here.

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Do clients ask you if it’s okay to eat eggs? In a long-awaited announcement, the U.S. Food and Drug Administration (FDA) has declared eggs officially “healthy” under its updated definition, a milestone celebrated by health enthusiasts, fitness professionals and nutrition advocates. The update cements eggs as a versatile and nutrient-rich option that supports a variety of healthy eating patterns.

The FDA’s revised criteria for the “healthy” label focus on foods that help Americans meet their nutritional needs, emphasizing dietary patterns that promote overall well-being. This announcement clears up decades of controversy surrounding eggs, particularly their role in cholesterol levels, and recognizes their numerous health benefits.

“This news makes eggs a clear healthy choice, vindicating them from outdated science,” said Dr. Jen Houchins, director of nutrition research for the American Egg Board’s Egg Nutrition Center. “Eggs offer high-quality protein and contribute essential nutrients, including vitamin D and choline, which many Americans are lacking in their diets.”

From Misunderstood to Celebrated

For years, eggs were a symbol of dietary caution, primarily due to concerns over cholesterol. In 1984, a TIME magazine cover famously questioned their health implications, fueling misconceptions that lingered for decades. However, modern research shows that the cholesterol in eggs does not adversely affect blood cholesterol levels as previously thought. Leading health organizations, including the American Heart Association, now embrace eggs as part of a heart-healthy diet for most individuals.

“This important update from the FDA reflects decades of research and unequivocally affirms the value of eggs for healthy living,” said Emily Metz, president and CEO of the American Egg Board. “Eggs are a staple in nearly every American household, offering unmatched nutritional benefits for individuals of all ages.”

The 2020 Dietary Guidelines for Americans recommend eggs as an ideal first food for infants and a key part of the diet for pregnant and lactating women, in part due to their choline content. Recent studies have further underscored eggs’ health benefits. Research published in The Journal of Nutrition links egg consumption to a reduced risk of Alzheimer’s dementia, attributed to dietary choline. Additionally, eggs contain lutein, which supports eye health, and can enhance nutrient absorption from vegetables, making them a complementary component of balanced meals.

The FDA’s updated designation is expected to influence consumer habits and reinforce eggs’ reputation as a nutrient-packed food choice.

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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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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.

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The global health and wellness market is set to soar, with new projections estimating a growth of $1.93 trillion from 2024 to 2028, according to a new market research report from Technavio. The growth is driven by a surge in demand across various sectors, including beauty and personal care, health-conscious foods, wellness tourism, fitness equipment and preventative and personalized health services.

Leading the charge as the fastest-growing segment is the global beauty and personal care market, according to Technavio, which is being shaped by a growing consumer interest in organic and natural products and is underscored by a broader focus on health and wellness.

Technavio also highlights the rise of alternative therapies such as acupuncture and herbal supplements, as well as the increasing popularity of stress management products, functional foods, fitness programs and mental health retreats—all contributing to a new holistic approach to well-being.

There has been a noticeable crossover between personal care products and wellness as of late, with beauty-focused retailers, such as Ulta, onboarding new brands for consumers to explore.

Neom Wellbeing, a luxury brand based in the U.K. known for its diffusers, skin and hair care products, has entered the U.S. market on Ulta.com and is set to launch in select Ulta Beauty stores beginning next month. Ulta has also tapped health and wellness brand Apothékary to join its online shelves as its first sober-curious product, designed for health-conscious consumers.

The area of nutrition has seen several developments this year, with brands like Gainful, offering personalized supplements and Bioniq providing user-specific blends powered by blood tests or a quiz. Functional foods have also gained traction, such as fiber-packed products from Vibi+, gut health-supporting power from Supergut, and nootropics — believed to enhance cognitive function — from Odyssey. The door is also open for vegan-based brands to elevate lentil and bean-based products, especially in light of proposed dietary guidelines encouraging a more plant-based diet.  

Fitness brands are also responding to the growing interest in wellness. Fitness On Demand, a global leader in omnifitness with customers in 20 countries, has invested in developing expert-led recovery classes, mindfulness and nutrition guidance for its platform. 

“At Fitness On Demand, we’re fully aligned with these shifts,” Fitness on Demand CEO Andy Peat said. “Our offerings are tailored to meet rising member expectations at the gym, at home and on the go. 

Famed fitness pioneer Tracy Anderson has taken a similar position, opening a London studio this year within Surrenne, an exclusive well-being and longevity-focused club that complements her fitness method and encourages easy access to Hyperice and Hypervolt products, spa treatments and steam rooms.

Wellness retreats are also becoming a popular escape amid the booming wellness tourism sector. Celeb-loved The Ranch has expanded to the East Coast by way of Malibu, offering guests six hours of daily, low-impact exercise, guided hikes, low-impact strength training or core-focused classes and restorative yoga or meditation. Canyon Ranch, on the other hand, has launched a $20,000 longevity-focused stay that includes a battery of tests.

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The Wellness Tourism Association (WTA) has recognized Antigua and Barbuda, a twin-island country, as its first wellness destination amid increasing excitement over the wellness travel sector.

The group defines a wellness destination as a region that fosters and promotes wellness within the community and local economy while meeting specific criteria, such as a safe and secure environment, clean and sanitary infrastructure for residents and visitors and an economy that ensures locals benefit from tourism spending.

Additional attributes include natural landscapes such as hot springs, mountains, bodies of water or forests, sustainability policies and practices and availability of professionals and practitioners, including those offering holistic and alternative modalities. The group also looks for destinations with restaurants that prioritize healthy cuisine and collaborate with local growers and areas that offer fitness and activity opportunities like yoga and hiking.

While extensive, WTA President and CEO Anne Dimon says these benchmarks are crucial in determining whether an area qualifies as a true wellness destination.

“It is vital to the continued growth of wellness tourism that consumers are clear on what awaits them on their travels,” Dimon said. “WTA sees the nine-point criteria as a necessary foundation for any region of the world proclaiming itself a ‘Wellness Destination.’”

Antigua and Barbuda Tourism Authority CEO Colin C. James says the country is proud of the recognition from the WTA.

“Antigua and Barbuda, with our pristine beaches and lush landscapes, offer a unique blend of natural beauty and tranquil environments,” James said. “Coupled with a unique array of wellness activities tailored by professional wellness service providers, our offerings are designed to rejuvenate body and mind. Meeting the WTA’s criteria allows us to position Antigua and Barbuda as a premier Wellness Destination.”

Among the several trends shaping the wellness tourism sector, fitness experiences are booming as travelers use their time off to gain an edge in pickleball, basketball or golf, rather than lay beachside.

The Aurora Anguilla Resort & Golf Club offers 11 pickleball courts for players of all ages and levels, with tourists able to book personalized private lessons, join group clinics or participate in tournaments. Those looking to level up in basketball may be interested in Canyon Ranch, which offers its guests athlete-inspired experiences at select locations in partnership with the National Basketball Players Association (NBPA). The two have created the NBPA Peak Performance Program, a four-day curated experience covering strength and conditioning, recovery treatments, mindfulness practices and nutrition optimization.

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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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Ahead of a new year and an upcoming brand refresh, WeightWatchers is launching a new program that includes insurance-covered access to registered dietitians, an AI-powered food scanner to track points instantly and over 150 ZeroPoint foods, including potatoes.

The weight loss program pioneer, one of the first to embrace weight loss medications, announced the departure of CEO Sima Sistani in September and lowered its full-year outlook.

The new offerings arrive as WeightWatchers lays the groundwork to become the ultimate ecosystem with behavioral and nutritional aspects designed to support members both on weight loss medication and as they transition off.

Despite the booming business of GLP-1s, WeightWatchers has faced challenges, partly due to increased competition, medication shortages and insurance coverage issues preventing consumers from accessing medication.

The competition is heating up, as Noom just announced its adding $29 oral weight loss medication for its members and smart home fitness brand Echelon enters the GLP-1 race.

Interim CEO and president Tara Comonte told investors last month that over the last six months, approximately 45% of WeightWatchers clinic members eligible for (and prescribed) a GLP-1 by their clinician have been denied coverage by their insurance — leading to over half of current members expressing interest in compounded GLP-1s, which the company began to offer this fall.

The storied weight management company is also bullish on B2B partnerships, as Comonte noted she predicts it will be “increasingly hard” for employers not to offer weight loss medication coverage.

As for its new program, WeightWatchers chief nutrition officer Dr. Michelle Cardel said it will deliver greater freedom and flexibility. Other features include an AI-powered recipe importer that calculates points and detailed macronutrient insight. 

“Our millions of members now have access to registered dietitians who can craft personalized meal plans and set tailored macronutrient targets – viewable right in the app – to align with their unique health goals, such as increased muscle mass,” Dr. Cardel said. “Coupled with over 350 ZeroPoint Foods that encourage healthier choices and accessible options, this program truly offers something for everyone.”

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As 2025 approaches and many Americans set intentions and resolutions for the new year, their weight is undeniably on their minds, according to Hims & Hers. 

While this may not seem like a stunning revelation—especially since a new year often prompts consumers to head to the gym and/or fill their grocery carts with healthier options, at least for a few weeks—a new report from the health and wellness platform highlights just how significant the issue of weight is for Americans.

The report, The Shape of America, is based on an online survey of 5,000 respondents aged 18 and older and demonstrates how the desire for weight loss has permeated all aspects of life, from household economics to self-worth.

Underscoring that weight is indeed a top concern for Americans, Hims & Hers reveals that 75% of Americans think about their weight every day, with 14% admitting it is a constant concern. 

Other findings from the report reveal that 85% of Americans believe at least one major area of their life would improve if they lost weight, while 83% acknowledge they are not at their desired weight. Over half (59%) agree or somewhat agree that their entire life would improve with weight loss, and 54% say their mood fluctuates based on the number on the scale.

On average, Americans would like to lose 42 pounds, and 77% are open to trying a weight loss method they haven’t yet explored. The desire to lose weight also has an economic impact: 81% of Americans say they would save money on household expenses if they lost weight.

The report also explores the connection between mental health and excess weight, revealing that 85% of individuals with obesity say their weight has negatively impacted their daily lives, making them more likely to skip work or withdraw from activities and goals.

Hims & Hers’ findings contrast with the body positivity movement (a point it acknowledges) and show that Gen Z survey participants report experiencing more body stigma, shame and trauma than older generations. Over half (54%) of Gen Z respondents admit to feeling, or having felt, inferior to others because of their weight.

The statistics from the Gen Z cohort could help explain why young consumers are seemingly more invested in health, fitness and wellness than older generations.  

Weight Loss Medication Market Continues to Surge

The results of the report stand out against the backdrop of rising weight loss medications—industry-disrupting drugs that are helping Americans to slim down, despite their often high costs.

It’s an area that Hims & Hers is now invested in, having ventured into the weight loss medication arena this year with compounded GLP-1 injections and weight loss pills. Last month, the platform issued a white paper demonstrating that its program has been successful, with 87% of its customers working toward, nearing or have already met their weight loss goal. 

It’s undoubtedly been a money-maker for Hims & Hers, as well. The company revealed in May that its weight loss offering is tracking to surpass $100 million in revenue by the end of 2025 and is growing faster than any specialty in its history. For the third quarter of 2024, Hims & Hers reported revenue of $401.6 million, a remarkable 77% increase year-over-year, and revealed that its subscriber base grew to 2 million, marking a 44% rise.

Impressive numbers, considering that access to branded GLP-1 medications (such as Ozempic) remains a struggle for many Americans due to shortages, particularly in states where obesity rates are higher. That’s a secondary area Hims & Hers is trying to correct, having introduced a GLP-1 Supply Tracker for individuals to share their experience and provide a clear picture to the Food and Drug Administration of the demand for the popular medications. 

“Our customers have demonstrated a clear gap in supply and demand, so we’re making it easy for everyone to share their experience and be a part of advocating for better access to the medications they need,” Hims & Hers CEO and co-founder Andrew Dudum said. “Part of our responsibility to the millions of customers who trust us with their healthcare is to understand the scale of the challenges they face and use our platform to combat them.”

More recently, Hims & Hers launched high-protein meal replacement bars and shakes for customers either on GLP-1 medications or looking to manage their weight. 

Experts agree that relying solely on weight loss medication without correcting lifestyle habits may limit success long-term, opening the door for fitness and wellness companies to meet new needs. In the meantime, leading brands such as Life Time, Xponential’s Lindora, Equinox, Noom and Echelon are gearing up, as JP Morgan projects that around 9% of the U.S. population (30 million) will eventually become a GLP-1 user in just six short years.

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The Beachbody Company, also known as BODi, has partnered with celebrity trainer and fitness/nutrition expert Autumn Calabrese to launch Belle Vitale, a 12-week lifestyle program focused on women’s hormone health.

The new offering comes at a pivotal time for the fitness and nutrition company, renowned for programs like P90X and Insanity. Earlier this fall, Beachbody announced it would move away from its multi-level marketing (MLM) model in favor of a single-level affiliate program and conduct layoffs.

Calabrese is no stranger to the wellness company, known in the Beachbody orbit as a Super Trainer. Now in her forties, the fitness expert reveals that even her healthy lifestyle couldn’t shield her from the effects of hormone imbalance, leaving her struggling with hot flashes, night sweats, mood swings, weight gain and anxiety. Just as she developed solutions like 21 Day Fix and the 4-Week Gut Protocol, Calabrese noted that Belle Vitale is especially personal to her.

“I’m always on top of my own health and wellness and all that entails, so you can imagine the frustration and confusion I experienced when I started gaining weight quickly, despite healthy eating and exercise – and couldn’t stop crying, had no libido and realized my hair was falling out,” she shared. “What I did learn through testing was that I had some severe imbalances with my hormones. What I couldn’t get was a straight answer or plan on how to fix it from any expert or medical professional who I went to. What I’m never willing to accept is that my body is broken or that I or anyone else is powerless to improve their own health.”

Calabrese added that it took months of research and testing to create the program that eventually improved the balance of her hormones, thereby reducing uncomfortable symptoms.

“The result is not only a program that completely changed my life, but one that has had a shocking impact on the lives of the women who have completed it,” she said.

The creation of Belle Vitale involved the expertise of clinical pharmacist and board-certified clinical nutritionist James LaValle, along with the LaValle Performance Health team of medical doctors and dietitians who partnered with Calabrese and BODi to validate the program.

The team discovered that program participants lost weight and saw improved cortisol levels and metabolic markers associated with insulin sensitivity, inflammation and weight loss.

“One of the things that I have spent the last 40 years studying is a systems biology approach, meaning how does your body work together, in concert, to help you move through your life feeling healthy,” LaValle said. “If you really want to achieve hormone balance, it can’t just be one thing. It’s the comprehensive nature of Belle Vitale that made me want to study it and oversee the study of forty women, but it was also because of Autumn’s passion and commitment.”

BODi’s new Belle Vitale program spans nutrition, fitness, supplements and stress management. Participants receive a guidebook, recipes, portion-control containers, a Pilates-based workout plan with equipment, two supplement blends and three months of free access to the Breathwrk app.

Women’s health, particularly hormone balance, sexual and reproductive health, has gained significant attention in recent years. Whoop, the human performance wearable company, and smart ring maker Oura have both signaled intentions to advance women’s health through data-informed insights.

Luminescence, a women-focused health and longevity summit, is scheduled for February 1, 2025, in Los Angeles, California. The event will feature prominent speakers such as Dr. Casey Means, Jillian Michaels, and Marianne Williamson.

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If food is medicine, plant-based protein may soon gain momentum, thanks to updated recommendations that could shape the 2025-2030 Dietary Guidelines for Americans and prioritize lentils, beans and peas over animal protein.

The proposed shift, which also includes recommending plain water as the primary beverage of Americans instead of milk, comes from the Dietary Guidelines Advisory Committee (DGAC). The group’s recommendations are being championed by the Physicians Committee for Responsible Medicine, a public health advocacy nonprofit comprising 17,000 doctors.

“Encouraging Americans to avoid red and processed meats and to finally recognize beans, peas and lentils as a preferred source of protein will help save hundreds of thousands of lives a year from colorectal cancer, heart disease and other diet-related diseases that plague our country,” said Dr. Anna Herby, nutrition education specialist with the Physicians Committee for Responsible Medicine.

The DGAC also recommends that Americans switch to lower-fat plant-based foods and ditch coconut and palm oils to limit total saturated fat intake.

“By recommending more healthier plant-based proteins and other foods, if adopted into the next Dietary Guidelines for Americans, the recommendations in the DGAC’s report would help mitigate the epidemics of obesity, type 2 diabetes, heart disease, and certain types of cancer that are linked to the saturated fat and other harmful ingredients in meat and other animal products,” Dr. Herby added.

The committee’s scientific report is posted here, and a public comment period will be open for 60 days.

Plant-based protein can mean more than just black bean burgers and has opened the door for emerging brands to become quite creative. Whole Foods Market forecasts in 2025 that seaweed, sea moss, duckweed and other aquatic greens will gain steam for their high protein content and minerals, such as iron. The promise of sea plants can take many forms beyond salad, as seen with Cavi-art’s kelp-based caviar, Erewhon’s Sea Moss Gummies and Umaro’s red seaweed plant-based bacon.

For those still uneasy about incorporating alternative protein sources into their health journey, there are plenty of more traditional options—setting aside the concerns that the rise of plant-based food products sometimes constitutes ultra-processed foods.

Still, foot giants appear bullish on the projected popularity of such products. It’s an area food giant Kraft Heinz has invested in following a partnership with NotCo, introducing plant-based mayo, cheddar slices, mac and cheese and Oscar Mayer plant-based “Not Hot Dogs.”

Jason Walsh, celebrity fitness trainer to A-listers such as Matt Damon and Bradley Cooper, is also on board with alternative protein sources. He recently launched Rise311, a plant-based pea and barley protein powder with enzymes, after several of his clients experienced digestion issues from other supplements.

Beyond the ever-growing plant-based and protein-rich food and snack landscape, core ingredients are being created to serve leading commercial brands in revamping their products to appeal to health-conscious consumers.

This month, food tech start-up Gavan Technologies raised $8 million to introduce its plant protein-based fat solution, Fatrix, to the European commercial food market. The alternative fat source replaces butter and is composed of protein isolate, vegetable oil and water while boasting a low content of saturated fats and zero trans fats. It also paves the way for brands to offer cleaner food labels, according to Gavan Technologies. 

“The food industry is in need of a plant-based fat that can provide the same indulgent flavor and mouthfeel as butter, while supporting sustainability and personal well-being,” MoreVC venture partner Rony Patishi-Chillim said.

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The negative impact of consuming highly processed foods is quickly becoming well-documented, and a new study suggests such a diet could also compromise muscle quality and increase the risk of knee osteoarthritis.

The study examined the link between ultra-processed food, or UPF, consumption – such as packaged snacks, frozen pizza, soft drinks, energy drinks, candies and ready-to-eat meals – and intramuscular fat in the thigh. Researchers analyzed data from 666 participants in the Osteoarthritis Initiative, a nationwide study sponsored by the National Institutes of Health (NIH) that seeks to better understand how to prevent and treat knee osteoarthritis.

Based on imaging, the participants (455 men and 211 women with an average age of 60) were not yet affected by osteoarthritis. The participants, on average, were classified as overweight with a body mass index of 27, and roughly 40% of the foods they had consumed in the past year were ultra-processed.

According to Zehra Akkaya, M.D., a researcher and former Fulbright Scholar in the Department of Radiology and Biomedical Imaging at the University of California, San Francisco, this is the first imaging study to explore the relationship between MRI-based skeletal muscle quality and dietary patterns.

Ultimately, the researchers discovered that the more ultra-processed foods that were consumed, the more intramuscular fat participants had in their thigh muscles, regardless of caloric intake.

“In an adult population at risk for but without knee or hip osteoarthritis, consuming ultra-processed foods is linked to increased fat within the thigh muscles,” Dr. Akkaya said. “These findings held true regardless of dietary energy content, BMI, sociodemographic factors, or physical activity levels.”

The findings were presented earlier this month at the annual meeting of the Radiological Society of North America (RSNA).

“Research from our group and others has previously shown that quantitative and functional decline in thigh muscles is potentially associated with onset and progression of knee osteoarthritis,” Dr. Akkaya said. “On MRI images, this decline can be seen as fatty degeneration of the muscle, where streaks of fat replace muscle fibers.”

Dr. Akkaya also noted that osteoarthritis is not just an increasingly prevalent issue, but one that is costly on a global scale.

“It is the largest contributor to non-cancer-related health care costs in the U.S. and around the world,” Dr. Akkaya said. “Since this condition is highly linked to obesity and unhealthy lifestyle choices, there are potential avenues for lifestyle modification and disease management.”

In addition to their potential impact on muscle quality, ultra-processed foods have been demonstrated to be highly addictive, with one Lifesum survey this year revealing that one in six U.S. employees considers themselves hooked on UPFs.

Dr. Casey Means, Levels co-founder and an outspoken critic of highly processed foods, advocates that a clean diet that is rich in nutritious foods plays a massive role in the prevention and reversal of metabolic health conditions.     

“We are absolutely missing the forest for the trees in the health and longevity conversation — so focused on the margins and on products,” Dr. Means told Athletech News in June. “When, in fact, we can get most of the way there by targeting simple elements of our diet and lifestyle towards what actually matters.”

“The average American is eating 70% of their calories from ultra-processed food — step one is literally just making that towards eating real, unprocessed food,” she added.

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While the obesity epidemic still runs rampant in America and much of the modern world, an ever-increasing number of consumers are prioritizing nutrition, leading to a proliferation of healthy food and drink options.  

Driven in part by the GLP-1 weight-loss craze, the market for healthy eating continues to grow, with brands from Nestle to Hims & Hers entering the space. 

Amid this backdrop, Lifesum, a popular healthy eating app with over 65 million users, has revealed its top five food and drink trends for 2025. 

“The future of food is functional, blending nutrition with purpose to support holistic health and well-being,” said Lifesum CEO Markus Falk. “These trends reflect a growing desire for foods and drinks that not only nourish the body but also empower individuals to live healthier, more balanced lives, making wellness both accessible and enjoyable.”

Here are Lifesum’s predictions for the five healthy eating trends set to define 2025, based on anonymized user trends and behaviors within the Lifesum app, supplemented by industry research and insights.

GLP-1 Enhancing Foods

Foods inspired by GLP-1 drugs like Ozempic and Wegovy are “set to dominate” in 2025, according to Lifesum. These foods help support weight management, either by boosting GLP-1 naturally in the body or by providing protein, which is vital for preserving lean muscle mass while losing weight. These foods are meant to complement weight-loss medications, not replace them, Lifesum notes. 

Examples include green tea blends, which contain catechins that boost natural GLP-1 secretion for appetite control, and protein-enriched coffee and energy drinks.

Brands To Watch: Nestle, Hims & Hers and SoWell have all introduced pre-packaged food and drink lines designed to support people taking GLP-1s, underscoring the growing market for weight-loss companion meals.

Fermented & Gut-Health Foods

Gut health and microbiome supplements have become highly popular, but the right foods can produce similar effects. Fermented and probiotic-rich foods are expected to take off in 2025: searches for gut-health foods increased by 47% in 2024, according to Lifesum’s research. 

Foods like fermented cashew cheese, a dairy-free alternative rich in probiotics, and kimchi superfood blends, which pair kimchi with ingredients like turmeric and spirulina, are foods to watch in 2025.

Brand To Watch: Supergut, a prebiotic superfood brand that launched in 2022, inked a deal with GNC earlier this year to bring its line of prebiotic drink mixes and bars to the health retailer. 

Nootropic Beverages for Cognitive Health

As mental health becomes a bigger priority for people around the world, nootropic drinks have emerged. A category of supplements designed to improve cognitive functions like focus, memory and creativity, nootropics are commonly found in pill form, but they’re also making their way into prepackaged drinks.

Examples of nootropic beverage include cacao-based tonics, which offer adaptogens like rhodiola rosea for mood and mental clarity, and matcha + L-theanine combos, which seek to pair energy and calm for cognitive support.

Brand To Watch: Odyssey, which makes ready-to-drink beverages infused with nootropics, raised $6 million earlier this year. 

Fiber-Rich Foods

The health benefits of fiber are becoming more appreciated by the general public amid the GLP-1 craze, thanks in part to the nutrient’s ability to regulate appetite. Searches for fiber-rich foods increased by 29% in 2024, per Lifesum.

To help busy people get more fiber on the go, fiber-infused sparkling waters and fiber-rich smoothie boosters could become more popular in 2025. 

Brand to Watch: Vibi+ is among those getting in on the fiber beverage trend. The brand’s prebiotic-infused water contains 27% of the average American’s daily fiber needs in one bottle.

Protein Powder & Foods (especially for women)

Protein-enriched foods are nothing new in the fitness world, but they’ve got impressive staying power. Driven in part by the rise of strength training and the benefits of protein consumption for GLP-1 takers, protein is poised to remain highly popular in 2025.  Women are seeking protein more than ever before for hormonal balance, muscle recovery and metabolic health benefits, Lifesum notes. Searches for protein-rich foods increased by 42% in 2024, according to the healthy eating platform. 

Protein donuts, which can be enriched with whey or pea protein powder, represent one creative way brands are offering protein in tasty ways. 

Brand To Watch: To help people get their daily protein while avoiding some of the GI discomfort that many experience while taking protein supplements, celebrity trainer Jason Walsh created Rise311, a plant-based protein powder that contains clean ingredients and enzymes for digestion. 

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Manual food logging could soon be in the past.

Imagine a wearable that automatically detects and analyzes what you’re eating and drinking throughout the day – that’s the concept behind Rex.fit’s The Drop, a device that has launched on Kickstarter as the world’s first fully automated wearable nutrition tracker.

Lightweight and able to be worn as either a pendant or by attaching it with a magnet, The Drop features a smart chip that automatically detects food intake and begins recording with a 4K smart AI camera while focusing on just the food. A cropped image is then sent to the cloud for analysis, where algorithms calculate the meal’s calories, proteins, fats, and carbs, syncing the data to a companion app. The images are then immediately deleted. 

Rex.fit founders Rangel Milushev and Ahmad Roumie, both with expertise in AI and computer vision and backed by incubators Y Combinator and Entrepreneur First, say the wearable solves the often painstaking task of logging every meal, snack or drink – which they point out can cause stress and cause an unhealthy relationship with food. 

“By introducing The Drop, we aim to create a new category of wearables—nutrition trackers—similar to fitness trackers and smartwatches,” Milushev, a graduate of Harvard, said. “Our vision is to empower users to effortlessly take control of their nutrition and health.”

Notably, the new wearable follows Rex.fit’s Rex Nutribot, a nutrition tracker that launched on WhatsApp last year and prompted the team to create a more advanced (and fully automated) nutrition tracker.

“We made calorie tracking as simple as sending a photo or a text to a friend,” the Rex.fit team noted of Nutribot on the Kickstarter page. “More than 20,000 users later, we learned that nutrition tracking is still not a solved problem. Every solution on the market requires too much input from the user, and most don’t manage to create the habit to track what they eat. A real solution needs to be as user-friendly and intuitive as fitness tracking is. It needs to be a wearable that you can just put on in the morning and forget about.”

The Drop includes a lifetime subscription to Rex Premium ($19.99 per month), which offers an AI-powered nutrition coach and integration with Apple Fitness and Google Fit, along with other popular trackers such as Oura, Garmin, Eight Sleep and more. The fully automated nutrition tracker ($199) is now accepting pre-orders and is available in metallic blue, matte black and gold. Additional colors will be available in the next iteration, according to the Rex.fit team.

While The Drop aims to solve consumer pain points in nutrition tracking, the wearable could also assist gyms, studios, health coaches and personal trainers in the future – especially as consumers have begun to expect hyper-personalized coaching. As of now, Rex.fit offers a white-label solution for its app, with customizable branding.

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AG1, the popular supplement brand, is rolling out vending machines stocked with five- and 30-count travel packs and shaker bottles at San Francisco International Airport’s Terminal 3. The machines will soon expand to airports in Houston, Chicago O’Hare and Oakland.

The supplement brand’s push into airports comes as well-being and fitness leaders have leaned into consumer enthusiasm toward wellness.

This year, Melbourne Airport launched Higher State, its first-ever health club and wellness center. Roam Fitness also opened a gym in the Philadelphia International Airport last year, while airline leader United struck a deal with wellness tech company Therabody to offer its products to international business class passengers. 

CEO Kat Cole confirmed the news on Instagram, announcing plans to introduce the vending machines at more airports in the coming weeks to cater to the busy travel season.

“AG1 finally coming to you in airports! If there is a time that AG1 is extra helpful to support nutrient gaps and gut health… it’s during travel,” Cole wrote. “I will not travel without it.”

Cole, AG1’s former president and chief operating officer, took the reins of the supplement brand this summer after founder and CEO Chris Ashenden stepped down from his role. The New Zealand native founded the “drinkable multivitamin” brand in 2010 and saw the brand land a $1.2 billion valuation in 2022. At the time of Cole’s CEO announcement, he credited Cole as a “brilliant executive” and commented that no one was better to lead AG1 through its next phase.

In the crowded and ever-growing supplement space, AG1 has maintained its focus on one singular product — its signature powder with 75 ingredients, including vitamins, minerals, probiotics and whole-food-sourced nutrients, which promises to enhance energy levels, cognitive function and gut health.

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