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

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

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

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

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

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

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

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

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

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

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

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It’s your move, says 24 Hour Fitness.

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

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

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

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

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

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

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

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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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Flight delays and extensive layovers have never been healthier. Those bothersome hours you once spent waiting for time to tick away can now be used to improve your wellness, thanks to a pair of brands. 

Therabody, a leading wellness tech company, announced the installation of its first vending machine at the San Francisco International Airport. The machines carry several recovery devices, including the brand’s signature massage guns, for travelers to pick up and use easily in transit.

While this innovation is indeed a first for Therabody, it’s not for the industry at large. Supplement brand AG1 recently released its own vending machines, also at the San Francisco Airport. AG1 powders include vitamins, minerals, probiotics and whole-food-sourced nutrients to enhance energy levels, cognitive function and gut health. AG1 machine rollouts in additional airports including Houston, Chicago O’Hare and Oakland are expected in the future.

But even outside of these initiatives, wellness and wings have been a popular duo of late. Earlier this year, the Melbourne Airport launched its first-ever health club and wellness center, referred to as Higher State, while Roam Fitness opened a gym in the Philadelphia International Airport last year.

Therabody itself has partnered with United Airlines to offer international business class travelers amenity kits featuring eye serum, face spray, hand cream and a cleansing towelette.

These all represent worthwhile investments, as data reflects that health and wellness are often top-of-mind for today’s passengers, sometimes even as the driving force behind their traveling tendencies. The Global Wellness Institute projects wellness tourism, defined as travel associated with the pursuit of maintaining or enhancing one’s personal well-being, to grow by 10.2% annually from 2023 to 2028, exceeding global GDP growth.

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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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The field of longevity, essentially the science of living better, for longer, shows no signs of slowing down. 

Driven by Americans’ growing distrust of the traditional healthcare system and the rise of wellness-focused podcasts and social media content, an entire industry has formed, with longevity-focused companies reeling in millions in funding to chase what once seemed like an impossible goal: delay – or even reverse – the aging process.

Three leaders of the burgeoning longevity movement – Dr. Mark Hyman, a physician and co-founder of Function Health, Dr. Frank Lipman, a functional medicine doctor who runs the Eleven Eleven Wellness Center in New York City, and Naveen Jain, the founder and CEO of personalized health testing company Viome, sat down during ATN’s DISRUPT video series to give their thoughts on this emerging field. 

ATN breaks down some key insights from their conversation, including the rise of longevity science, the future of GLP-1s, and the potential of personalized healthcare.

Understanding the Longevity Boom

What’s behind the longevity boom? For starters, the science of health optimization has come a long way in just the last few years, according to Dr. Hyman. 

“There’s been a tremendous boom in the science,” Dr. Hyman said. “Up until a few years ago … it’d been a neglected area. The (National Institutes of Health) has spent almost nothing studying aging itself because it was thought to be this irrevocable process that you could do nothing about. But then a bunch of billionaires who don’t want to die started pouring millions and billions of dollars into longevity research, and so now there’s a whole field of longevity science.”

According to Dr. Hyman, the field of longevity science is about understanding the “underlying mechanisms for how we grow old” and then finding ways people can slow or even reverse the biological aging process through a combination of lifestyle changes, medication and supplementation. 

“For the first time in history, we actually are understanding that the things that happen to us – that typically happen to us as we get older – such as heart disease, diabetes, cancer, Alzheimer’s – these are not inevitable consequences of aging,. Neither is frailty or disability or dysfunction; these are optional,” he explained. 

As the science of longevity has risen, so too has the general public’s interest in health optimization, at least among a certain portion of the population. 

Jain, who founded Viome in 2016, believes the COVID-19 pandemic kickstarted things, creating an urgency that prompted people to become more aware of their health.

“I really think COVID made us realize that you don’t want to be sick and go to the hospital,” Jain said, noting that many people who got severely ill or died from COVID had “comorbidities” that exacerbated the virus. 

“During COVID, we realized that we can become the CEO of our own health,” he added. “We realize that health is not something that happens to us, it’s actually something we can control.”

GLP-1s, Other Drugs Show Promise for Anti-Aging

While Dr. Hyman and Dr. Lipman were both quick to note that healthy lifestyle choices including proper sleep, diet and exercise are the foundational pillars of longevity, they believe drugs can make a difference, provided they’re the right ones and are dosed properly. 

Dr. Lipman believes GLP-1 agonists have a future beyond helping people manage diabetes or lose weight: in low doses, they can be powerful longevity drugs.

“I see (GLP-1s) as a wonderful anti-aging medication at a low dose,” he said, noting the proper dosage is significantly lower than what’s typically prescribed for weight loss and that GLP-1s must be accompanied by proper diet and exercise. 

Peptides (including GLP-1s like Ozempic) in general are highly promising, Dr. Lipman believes, citing clinical results. 

“I’m a huge fan of peptides,” he said. “I’ve seen it help myself and many, many of my patients.”

Dr. Hyman believes rapamycin shows promise as an anti-aging drug. 

“(Rapamycin) has a lot of really good data in animal models and human models as well,” he said. “Taken intermittently and at low doses, (it) can actually extend life and improve the quality of life and healthspan.”

The Function Health co-founder is more skeptical of metformin, another drug that’s become popular in longevity circles for its potential anti-aging effects. He cited the lack of a large, randomized control trial on the drug’s effects and some concerning findings from interventional trials.

“When you look at the interventional trials, for example, on metformin, it has a lot of benefits, but it doesn’t work better than lifestyle,” Dr. Hyman explained. “And it inhibits something called mitochondrial complex I, which inhibits your ability to build muscle and improve your mitochondrial function, which is critical for aging.”

Is Personalization the Key to Living Longer?

According to Jain, who was inspired to create Viome after his father passed away from pancreatic cancer, personalization is the key to longevity. 

Viome offers at-home health tests that measure people’s oral microbiome, gut microbiome and cell activity. The platform then offers personalized food, supplement and lifestyle recommendations based on the results. Viome also offers CancerDetect, a test that’s designed to detect biomarkers associated with early-stage oral and throat cancer, although that service is not yet FDA-approved. 

“That’s fundamentally, I think, a foolish idea, that we’re going to find one single silver bullet that’s going to help humanity live healthier and longer,” Jain said. “I believe … there’s going to be 8 billion silver bullets. That means everything is going to be personalized to what’s happening inside your body.”

For Dr. Hyman, who co-founded Function Health in 2021, the future of healthcare won’t just happen inside doctors’ offices, it will happen at home, in gyms and elsewhere. Function offers blood tests that measure 100-plus biomarkers, including hormones, thyroid, heart, metabolic, autoimmunity and toxins, providing users with personalized health recommendations from doctors based on the results. 

Last year, Function partnered with Equinox to make its platform available to Equinox members as part of a new longevity membership that includes blood test data and integrated personal training services. While that program will run Equinox members around $40,000 per year (a regular Function Health membership is cheaper, costing $499 per year), Dr. Hyman hopes it marks the beginning stages of making longevity science accessible to a larger swath of the population.

“What we’re talking about is a revolution in consumer-driven healthcare where people are now wanting their own data, wanting to know what’s going on, are not happy with the healthcare system and (are) looking for other places to engage to optimize their health,” Dr. Hyman said. “That’s what …. our partnership with Equinox is doing. That’s what (Jain) is doing with Viome. That’s what (Dr. Lipman) has been working on for his whole life.”

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

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

• 

  Arnold Schwarzenegger Pumps Iron & New App 

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

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

• 

  Chris Hemsworth: A Fitness Marvel 

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

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

• 

  Mark Wahlberg Builds Fitness Empire 

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

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

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

• 

  Jennifer Aniston Is a ‘Friend’ to Pvolve

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

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

• 

  Travis Barker Beats Wellness Drum

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

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

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

• 

  Jake Paul Lands Knockout With W

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

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

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

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

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New York-based partnerships agency Cadence Partners has launched Cadence Collective, a platform designed to help health, wellness, fitness, and lifestyle properties form partnerships with brands from other industries. 

With the tagline “monetizing motion,” Cadence Collective will place a particular focus on serving properties in the participation sports category, including marathons, triathlons, obstacle course races, Olympic properties and health-focused digital media platforms.

“Participatory sports are unique because they are fueled by community and personal challenge, unlike traditional spectator sports,” said Jeff Doyle, the founder and CEO of Cadence Partners. “Our goal with the Cadence Collective is to bridge the gap between brands and these lifestyle sports, allowing brands to become part of an experience that participants live and breathe.”

Cadence Collective works with brands including Spartan Race, Supertri and Head Of The Charles Regatta, among others, according to the platform.

“We are in the business of assisting properties that are focused on health and wellness better commercialize,” Doyle tells Athletech News. 

To do so, Cadence Collective uses what it calls an “innovative agency sales representation model” that combines data and insights related to global health and wellness with a “next-generation targeted sales outreach.” 

“This approach enables the Collective to build a progressive pipeline of partnership conversations with decision-makers at leading brands and agencies,” according to the platform.

The launch of Cadence Collective comes as demand grows worldwide for mass-participation sports. Brands like The Ironman Group and Spartan Race have long been leaders in this space, while new entrants like Hyrox have emerged, offering a new take on the traditional marathon or triathlon experience that appeals to gym-goers rather than pure endurance athletes.

Described by its founder Christian Toetzke as the “marathon of fitness,” Hyrox has caught on worldwide, with the brand staging events from Melbourne to New York and attracting around 175,000 participants during the 2023-24 season. 

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Resolutions: We all have them. As fitness enthusiasts set new goals for 2025, gym owners and operators have an opportunity to do the same — by prioritizing strategies that strengthen their teams, enhance member satisfaction and ensure their facilities stand out.

Staying relevant and competitive in 2025 starts with clear priorities. These eight resolutions will help guide your strategies and keep them front and center throughout 2025.

1. Prioritize Your Team

Your gym is only as strong as the people running it. Beyond their roles, your staff sets the tone and vibe every day. Workforce challenges like high turnover and constant rehiring can be your kryptonite, so focus on staff retention.

• Pay them well and recognize their contributions
• Invest in advanced certifications and training
• Reinforce their work with regular support, feedback and professional growth opportunities

Ask yourself every day “What can I be doing to better support and empower my team?”

2. Double Down on Recovery and Wellness

Recovery is now a cornerstone of fitness, and is featured as a top 2025 trend by the American Council on Exercise. While you likely already have a recovery space, the New Year should be about continual enhancements to make it stand out.

• Explore cutting-edge tools like cold plunges, cryotherapy and infrared saunas
• Consider immersive experiences like virtual reality meditation stations or sensory sound therapy
• Pilot new wellness programs or add recovery-focused workshops to test member interest

3. Keep an Eye on AI

AI is infiltrating fitness, and while its full impact is yet to be realized, staying aware is critical. Explore AI-powered tools that:

• Provide virtual training guidance or personalized workout plans
• Integrate your operational and marketing tasks to free up staff for deeper engagement with members
• Use member data to create smarter, more personalized gym experiences

A tech-forward gym not only meets the rising expectations of today’s members but also streamlines operations, making it easier for owners and staff to add more value.

4. Future-Proof Your Gym Spaces and Equipment

Evolving trends demand adaptable, forward-thinking spaces. This year, focus on:

• Hybrid zones: Spaces for virtual classes, functional training and group sessions
• Open layouts: Accommodate the rising popularity of functional and strength training
• Modular equipment: Invest in versatile machines and smart devices that sync with wearables for a connected fitness experience

Bryan Green, founder and CEO of Aktiv Solutions says that what matters most at the gym is the ratio per user of simultaneous access.

“More generally, how can a mix of participants engage in kettlebell swings, a lateral lunge and a barbell squats, all without colliding?,” Green stated in an Athletech News article. 

Regularly evaluate your equipment to ensure it is fresh, tech-forward and aligned with members’ evolving needs.

5. Focus on Sustainability

Being eco-friendly isn’t just good for the environment, it’s a smart business move. Reduce costs and attract environmentally conscious members by:

• Upgrading to energy-efficient lighting and HVAC systems
• Installing water bottle refill stations to encourage reusable bottles
• Incorporating recycled or sustainable flooring and equipment materials

Sustainability can be a standout differentiator for your gym. The gym of the future will not only prioritize personal well-being but will also take meaningful steps to ensure the well-being of the planet. 

6. Elevate Member Personalization Through Data

Today’s gym-goers expect tailored experiences, and data is your best tool to deliver on that. If you are not already doing so, consider using technology, apps and wearable integrations to better understand and support individual member journeys.

• Offer personalized workout suggestions based on progress and goals
• Use member behavior data to identify trends, optimize class schedules and anticipate their needs
• Provide tailored nutrition tips, recovery plans or class recommendations through apps or in-person consultations

By leveraging data, you can transform generic memberships into high-touch experiences focused on personalized pathways for success.

7. Tap Into Your Local Community

While we all know it’s critically important to build community within your four walls, some gyms overlook the broader aspect. Building local connections that provide added value for your members can significantly strengthen your brand and your outreach.

• Support other health-related businesses in your area with joint advertising and shared discounts
• Host collaborative workshops or small business activations in your space
• Partner with schools and hospitals to get everybody moving

Creating a local ecosystem around your gym helps members feel connected and adds a unique, community-driven edge.

8. Think Outside the Box

Speaking of community…creative brainstorming with your staff on how you can further connect your members to the gym and to each other is always a good idea. You can test initiatives such as:

• Turning weekends into immersive wellness events featuring yoga, meditation, and more. Micro retreats can drive additional revenue while bringing members together in a deeper way
• Host movie nights featuring fitness or wellness documentaries during off-peak times
• Build a Member Content Hub with resources like workout videos, nutrition guides and wellness blogs, accessible through your website or app

The changes you implement this year don’t need to be costly or complex – just focus on evolving with member expectations, keeping your offerings fresh and staying forward-thinking to ensure lasting success.

The post New Year’s Resolutions for Gym Owners appeared first on Athletech News.

Dani Coleman is evidence of the Pvolve Method’s effectiveness – and its allure. 

A longtime professional dancer, Coleman became a NASM-certified personal trainer in an attempt to better understand the effects of movement on the body. She’s had stints as an instructor at top fitness brands including Equinox and Physique 57, giving her a well-rounded view of the industry and different workout types.  

In 2020, Coleman joined Pvolve after falling in love with the brand’s distinct approach to low-impact functional fitness and women’s health. Two years later, she became Pvolve’s director of training, and has been instrumental in the boutique fitness brand’s recent rise to prominence (Pvolve has around 50 studios open or in development amid rapid franchise expansion.)

Coleman also serves as Jennifer Aniston’s Pvolve trainer, coaching the former “Friends” star with weekly sessions that include elements of weight lifting, cardio and plyometrics, combined with Pvolve’s proprietary workout equipment.  

Coleman sat down with Athletech News to discuss what makes the Pvolve Method unique, the rise of strength training among women and her work as Aniston’s personal trainer. 

The following conversation has been lightly edited for clarity and length.

Athletech News: Can you tell us a bit about your background in fitness and what led you to join Pvolve?

Dani Coleman: I grew up on the East Coast, where I received my Bachelor of Fine Arts in Dance. I think dance naturally led me on a path into fitness, and I now have over 10 years of experience in fitness with various certifications. I’ve worked in private training with personal clients and at different boutique studios. 

Before Pvolve, I was into more aggressive workouts, so my body was craving something at a different pace. During my first Pvolve class, I remember thinking, “Wow, this is unlike anything I’d ever experienced.” I left feeling worked out and energized. Functional training was very new to me, so it took me a second to find my feet. But once I understood all of the science behind it, I was hooked. I also love that Pvolve is women-led.

ATN: The word “functional training” gets thrown around a lot these days in different fitness contexts. What does functional training mean for Pvolve?  

DC: Functional just means you move your body in all the ways you do in everyday life. We tend to think of traditional fitness using one plane of motion, front to back or side to side. At Pvolve, we’re also going to work rotationally in all the ways you genuinely move daily. We also use incredible resistance equipment, so as you’re taking yourself through these corrective movement patterns and natural movement patterns, you’re also going to build smart and sustainable strength. 

I always say Pvolve is your one-stop shop. We have everything from mobility work to weight training to cardiovascular formats, along with meditation on our on-demand platform. We really look at health and fitness with a holistic lens. 

ATN: Pvolve has gained a cult following, attracting stars like Jennifer Aniston and everyday fitness enthusiasts alike. What separates a Pvolve workout from other boutique fitness concepts? 

DC: I’ll start with where I have a lot of experience, which is the trainer team. Our trainers go through an extensive, 100-hour immersive training program, and that’s true whether you’re at our corporate or franchised (studio) locations. That leads to mastery of the Method. We then have proprietary equipment that you can’t get anywhere else. So even if another brand is functional fitness, you’re not going to get exactly what we offer. 

We also have a Clinical Advisory Board, a panel of experts who help us keep the Method synced with science. That’s something we take very seriously, and I’m proud to say we’ve done many studies that are backed by science. We also have a big focus on women’s wellness. At any stage in your life as a female, there’s a Pvolve program that meets you where you’re at. 

ATN: How does Pvolve focus on women’s wellness? 

DC: Our workouts can be scaled up and down to meet your body wherever you’re at in your journey of life, whether you’re interested in learning about your menstrual cycle or you’re later on in your life going through menopause and are interested in optimizing your hormones. We also offer things that you won’t find elsewhere like pelvic-floor strengthening classes, classes centered around moving through fertility, pre or postnatal series and knee-stability series. Then we have programs that are for anybody and everybody. 

ATN: Pvolve has participated in some studies, including one that showed the benefits of functional fitness for women over the age of 40. Why is being science-backed important for the brand?

DC: There’s a lot of fluff in fitness, so we’re proud to state that we’re science-backed. We’re always working with our Clinical Advisory Board to make sure our programming is synced with science.

Pvolve stands for “personal evolution” – we’re always looking to do better and to evolve with the times. When I first started with a company, we started with one format, “Strength & Sculpt.” We then added “Sculpt & Burn” to build up cardiovascular health, which we know is so important. We then added heavy weights, which we know are crucial and moving throughout your life. We continue to push boundaries with our Clinical Advisory Board to understand the science behind what we’re doing to better our product and build credibility with our communities.

ATN: Speaking of lifting heavy weights, strength training has become incredibly popular among women over the past few years. What’s led to more women embracing strength training? 

DC: I think women are starting to realize that weights aren’t just for men. These spaces were traditionally dominated by men, and I love that women are feeling more empowered to step into the gym and grab heavier weights because whether you’re male or female, muscle is important for quality of life as you age. I always say, “Cardio adds years to your life but weight training adds life to your years.” I hope strength training is something we continue to talk about, especially for women, who start losing muscle mass around the age of 30 at a more rapid speed than men. 

ATN: You’ve served as Jennifer Aniston’s Pvolve trainer since she became affiliated with the brand. What’s your relationship been like with her?

DC: I didn’t have the pleasure of knowing her before, but we found out during the pandemic she was a secret streamer on Pvolve, and she reached out to us for personal training sessions. I’ve had the pleasure of working with her for around two years now. We work out a couple of times a week in personal training, when her schedule allows.

During our workouts, we take a bit from all of our formats, including Strength & Sculpt, cardiovascular elements and some light plyometric work. We also lift heavy weights, with a focus on building muscle mass, boosting metabolic rate and focusing on longevity.  It’s always full body, and it’s very challenging. She loves a challenging workout and truly never shies away from anything I throw at her.

ATN: Fitness can be an industry of trends, for better or worse. What trends do you expect to see take hold of the industry over the next few years?

DC: I think something we’re going to continue to see is how to biohack ourselves with technology, whether it’s Oura Rings, Apple Watches, or anything else. More technology can help us understand how our bodies work and how to optimize workouts and recovery.

I also think we’re going to see more conversations around peptides like GLP-1s. Some studies show that people aren’t only losing weight, they’re losing muscle mass as well. There’s also been some interesting studies showing that when people start to see positive changes in their bodies, their chances of working out are higher. Hopefully, we’ll see some new content to focus on welcoming people who might be stepping into the gym – or their bodies in movement – for the first time. 

The post Trainer Talks: Dani Coleman on the Rise of Pvolve, Jennifer Aniston’s Workouts appeared first on Athletech News.

Franchising remains the lifeblood of the fitness and wellness industry.

As part of DISRUPT, Athletech News’ can’t-miss video series, we invited top brands, executives and experts to discuss all things franchising, including how to create a winning fitness and wellness franchise concept, how to scale your brand domestically and internationally, and what to watch for as the space evolves and adapts to new trends and consumer preferences.

Topics of discussion included how to attract high-quality franchisees, navigating the current fraught real estate market, and whether to expand internationally.

In case you missed any DISRUPT 2024 business of franchising videos, ATN is sharing them here for your viewing pleasure. Sit back, relax and enjoy the content!

Rebuilding a Giant: F45 CEO Tom Dowd Talks Turnaround

• Tom Dowd, CEO, F45 Training Group (F45 Training, FS8 Pilates, VAURA Pilates)
• Edward Hertzman, Athletech News

The Golden Touch: HQ’s Role in Scaling Culture & Community

• Amber Burkk, COO, Burn Boot Camp
• Sarah Luna, President, Xponential Fitness
• Mike Tan, COO, SWTHZ
• Brandon Cullen, Co-Founder and Chief Concept Officer, MADabolic
• Moderated by Edward Hertzman, Athletech News

How To Take Your Franchise Brand Global: Licensing, Tech & More

• Jonathan (JJ) Gantt, Co-CEO, Barry’s
• Massi Sardi, VP of Partnerships, Wellhub
• Christophe Collinet, Chief Commercial Officer, LifeFit Group
• Ieuan Owen, Chief Revenue Officer, Xplor Technologies
• Moderated by Edward Hertzman, Athletech News

From Broken to Bulletproof: How Corporate Best Practices Transform Franchise Real Estate

• Jay Siano, Co-Founder and CEO, SABRE
• Douglas Jerum, Principal, SABRE
• Cody Patrick, Co-Founder and CEO, SWEAT440
• Moderated by Edward Hertzman, Athletech News

A Behind The Scenes Understanding of The Business of Franchising

• Jon Canarick, Managing Partner, North Castle Partners
• Marc Magliacano, Managing Partner, L Catterton Flagship Fund
• Robbie Shapiro, Managing Director, York Capital Management
• Moderated by Rick Caro, President, Management Vision

Selling in a Crowded Market

• Chris Appiah, Founder and CEO, The Sales Arms
• Miya El-Masri, Co-Owner, The DRIPBaR San Angelo
• Lisa Pantaleo, Studio Owner, barre3 Long Island City
• Joshua El-Masri, Co-Owner, The DRIPBaR San Angelo
• Alex Eliades, Director of Sales & Site Performance, The DRIPBaR
• Moderated by Tricia Madden, Fit Pro Programming / IDEA World

The post Watch Now: DISRUPT Business of Franchising Content appeared first on Athletech News.

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.

Celebrating milestones like birthdays, training achievements, and gym anniversaries isn’t just about recognition—it’s a strategic way to foster emotional connections that build loyalty and retention. Research shows that emotionally engaged customers are more likely to stay loyal and even advocate for your business.

According to a Harvard Business Review analysis, emotionally engaged customers are three times more likely to recommend a business and return for repeat visits. Emotional motivators such as standing out from the crowd, enjoying a sense of well-being, and feeling a sense of thrill are critical for enhancing customer engagement.

By adding thoughtful, personalized touches, your gym can create memorable experiences that deepen connections and turn occasional visitors into long-term members. Here are 10 actionable ideas to help you celebrate member milestones and boost retention.

1. Social Media Shoutouts

 Celebrate members on your social media channels with a post or video featuring their accomplishments. Share their journey milestones like first pull-up, weight loss goals or marathon completions. Create engaging posts that highlight both the achievement and the member’s dedication to reaching their goals. Include action shots of members during workouts or comparison photos showing their progress (with permission, of course).

Why it works: Acknowledgment on public platforms helps members feel appreciated and motivates them to share your post, boosting your gym’s visibility. When other members see these celebrations, it inspires them to work toward their own goals.

Tip: Use hashtags like #FitnessJourney or #MilestoneAchieved for added reach and create a unique gym hashtag for your community to follow.

2. Create a “Milestone Wall” or Digital Board

Dedicate a space in your gym of studio to celebrate milestones like weightlifting records or attendance anniversaries. Display current records, recent achievements and upcoming milestone celebrations. Rotate content of digital displays to show different types of achievements throughout the day, keeping the content fresh and engaging.

Example: Orangetheory Fitness uses screens to highlight member milestones during heart rate challenges, adding a high-tech, high-touch element to the experience.

3. Offer a Thoughtful Gift or Goodie Bag

Provide members with branded items such as gym towels, reusable water bottles or protein bars as tokens of appreciation. Consider the practical value of each item – choose gifts that members will actually use during their workouts. Personalize items when possible with the member’s name or achievement date.

For premium members, customize gifts like engraved keychains or monogrammed merchandise that reflect their commitment level.

Why it works: Small, meaningful gestures resonate deeply and enhance members’ sense of belonging. These items serve as daily reminders of their achievements and connection to your gym community.

4. Provide Exclusive Discounts or Services

Reward milestones with a free personal training session, smoothie, or a wellness service like massage or cryotherapy. Consider offering different perks based on the milestone achieved – perhaps a nutrition consultation for weight loss goals or a recovery session for performance achievements. Use these rewards to introduce members to premium services they might not have tried otherwise.

Why it works: Research indicates that offering exclusive perks can significantly enhance customer loyalty by fostering emotional engagement. For instance, Sephora’s Beauty Insider program emphasizes emotional drivers, with studies showing that nearly 75% of what drives customer engagement and loyalty are emotional perks.

Additionally, providing exclusive perks and surpassing customer expectations can build deep emotional connections, leading to increased customer loyalty.

5. Feature Member Spotlights

Dedicate a section of your website or newsletter to showcase members’ fitness journeys. Include details about their starting point, challenges overcome and strategies for success. Share their favorite workouts, tips for staying motivated and future goals. These spotlights can inspire other members while making the featured member feel valued.

Why it works: Sharing member stories reinforces emotional motivators like standing out from the crowd and fosters a sense of pride and connection. Rotate spotlights monthly to keep your content fresh and engaging, featuring different types of achievements and diverse member experiences.

6. Host a Customized Class or Playlist Dedication

Celebrate members by dedicating a group class to their achievements. Let them choose their favorite exercises and music to create a unique workout experience tailored to their preferences. Consider incorporating their achievement theme into the workout structure—for example, a “100-Rep Challenge” if they’ve hit a significant milestone like completing 100 workouts.

Enhance the experience with decorations, such as balloons or a congratulatory sign at the front of the class, and make announcements before, during and after class to acknowledge their accomplishment. You could even provide small party favors or refreshments, like a post-class smoothie, to make the celebration more memorable. This approach not only rewards their hard work but also inspires other members to strive for their own milestones.

7. Celebrate Within Your Member App

 If your gym has a mobile app, use it to gamify milestone celebrations. Send personalized notifications when members reach achievements. Award digital badges that members can display on their profiles. Create a point system that rewards consistent attendance and goal achievement. Use the app to track progress and share successes with the gym community.

Why it works: Gamification combines emotional motivators like thrill and freedom, making fitness journeys feel rewarding and fun while encouraging continued engagement.

8. Surprise with Decorations

Delight your members by surprising them with personalized decorations to celebrate their milestones. For instance, decorate their favorite workout station, locker or a high-traffic area of the gym with balloons, banners  or a congratulatory sign highlighting their achievement—such as “5 Years Strong” or “100 Classes Completed.”

To add a unique twist, create a designated celebration spot in the gym with themed props, like a milestone photo backdrop or a board where other members can write messages of encouragement. If a member hits a particularly big milestone, make a surprise announcement over the gym’s speakers to share the moment with the entire gym community.

For a more personal touch, leave a handwritten note from the staff at their workout station or locker, paired with a small token like a protein bar or branded gym accessory. This not only celebrates their hard work but also creates an opportunity for other members to get inspired by their success. By focusing on creating a visually striking and community-driven experience, these surprise celebrations can leave a lasting impression and foster stronger connections with your gym.

9. Recognition by Staff

Train your staff to prioritize personal connections with members by recognizing their milestones in meaningful and authentic ways. Equip trainers, front desk staff and managers with information about upcoming celebrations so they can acknowledge achievements at every touchpoint during a member’s visit.

Focus on verbal recognition that feels tailored to the individual. For example, trainers can compliment specific improvements, such as how a member built strength, stayed consistent, or worked through challenges. Staff can also celebrate their progress in one-on-one conversations, sharing encouragement or tips for achieving their next goal.

These personal interactions create a sense of belonging and help members feel seen and appreciated by your gym community. Recognition by staff is not just about celebrating the moment—it’s about reinforcing a member’s commitment to their journey while building a deeper emotional connection with your gym.

Tip: Train staff to use positive reinforcement regularly, not just during milestones, to keep members motivated and engaged throughout their fitness journey.

10. Capture the Moment with a Photo Opportunity

Set up a mini photo booth with props like “5 Years Strong!” or “Crushed 100 Classes!” Make the photo session fun and engaging, encouraging other members to join in the celebration. Provide both digital and printed copies of photos for members to share with friends and family.

Why it works: Sharing photos amplifies their sense of pride and motivates others to pursue their own milestones while creating lasting memories of their achievement.

 Acknowledging milestones isn’t just a feel-good strategy—it’s backed by data. Emotionally connected members are 52% more valuable than satisfied ones. These members spend more, are less price-sensitive, and are more likely to recommend your gym.

By understanding emotional motivators and adding personalized touches to milestone celebrations, your gym can create unforgettable moments, inspire loyalty and set itself apart from competitors.

Next Steps: Pick one or two of these ideas to implement this month and see how your members respond. Building loyalty starts with small, meaningful actions.

The post 10 Ways to Turn Gym Milestones Into Member Magic appeared first on Athletech News.

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.

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Reebok is set to launch a fresh pair of gym shoes next month—the Nano X5 Training Shoes—celebrating the 15th anniversary of the “Official Shoe of Fitness” that enhances performance support in all areas, from heavy lifts to running.

In addition to a performance comfort collar that ensures a locked-in fit, the Nano X5 offers extra attention to the midsole and outsole, providing cushioning, stability and increased flexibility.

“The Nano X5 celebrates Reebok’s continued commitment to innovation, championing the athlete, and creating the best training shoe on the market,” Reebok product director Tal Short said. “In creating the Nano X5, we looked to our legacy in training and listened to our valued customers’ feedback to create the most comfortable Nano of all time, without compromising on performance.”

The sneaker and apparel brand has tapped fitness influencers Sydney Adams King and Quinn Welychka for a global marketing campaign that highlights the versatility of the Nano X5.

The new kicks will launch on January 24, 2025 on Reebok.com and at select retailers worldwide in a range of color options across women’s and unisex versions, starting at $140. 

Authentic Brands Group, a privately held company, acquired Reebok from Adidas in 2022. The group–which owns a multitude of apparel and entertainment brands– is reportedly mulling an IPO.

“Our goal was to get Reebok to $5 billion within three years,” Authentic Brands Group founder and CEO Jamie Salter said in January. “We are now a year into Reebok — we finished last year with $5 billion. And our goal now is to get Reebok within the next three years to $10 billion in retail revenue. And I think it just proves that, look, Reebok was always a great brand. Adidas did exactly what Adidas probably should have done, which was they used all the sort of research, technology to really make Adidas a much stronger brand in the United States at the cost of Reebok. So now, look, it’s Reebok’s turn to now go back and make Reebok one of the strongest athletic brands in the world.”

Meanwhile, Nike, which has experienced slumping sales, appointed Elliot Hill as its new president and CEO in October. The activewear brand is slated to report its Q2 2025 earnings on December 19.

The post Reebok Intros Nano X5 Training Shoes as it Steps into New Era appeared first on Athletech News.

The WHOOP 2024 Year in Review reveals a year of transformative shifts in fitness and wellness. From the rise of walking as a global favorite to the growing embrace of strength training and low-impact workouts, these trends highlight how people are redefining movement, recovery, and overall health. This year’s data offers a glimpse into the evolving priorities shaping a more accessible, balanced, and sustainable approach to fitness.

Sleep Insights: Generational & Monthly Trends

Sleep habits remained a cornerstone of wellbeing for Whoop members in 2024. Gen Z is the most well-rested generation, logging an average of 416 minutes of sleep per night, while Boomers slept the least, averaging 399 minutes. Interestingly, Gen Z’s average bedtime of 12:21 AM was significantly later than Boomers’ 10:48 PM, demonstrating more nocturnal patterns.

Whoop’s month-to-month analysis showed that January led the year in sleep duration (418.8 minutes), reflecting post-holiday recovery efforts, while June saw the least sleep (409 minutes). Sundays consistently ranked highest for sleep performance (79.1%), emphasizing the importance of rest before the workweek.

Recovery & Behavior Patterns

Recovery was influenced heavily by behaviors, with sleep performance driving the largest positive impact across all generations (+9.9% on average). Alcohol consumption most negatively impacted performance, which reduced recovery scores by an average of -12%. Gen Z’s recovery was particularly sensitive, as alcohol consumption hurt their recovery more significantly (-13.3%) compared to Boomers (-8.3%).

Shared sleeping environments and routines also played a role in recovery. Sleeping in a shared bed improved recovery by +2.3%, while sleeping in one’s own bed provided a slight boost of +1.6%. Meanwhile, meditation emerged as the most popular recovery activity, accounting for 27% of all recovery-related entries.

Fitness & Activity Trends

Aligned with the current fitness interest in low-impact movement, particularly walking, and mind-body practices such as yoga (+25%) and Pilates (+23%), which surged among female members. Powerlifting also gained traction among women (+19%), reflecting a broader cultural shift toward strength training and heavy lifting. Activities like as HIIT and functional fitness declined among both genders, with HIIT participation dropping by -21% among women and -19% among men.

Stress & Alcohol Trends

Gen Z members reported being the most stressed (30%), a stark contrast to Gen X, who logged the least stress (39.9%). Stress levels appeared to correlate with generational recovery patterns, as Gen Z had the lowest consistency and efficiency in their sleep patterns but the highest sensitivity to recovery-boosting and hindering factors.

Alcohol consumption trends showed a marked decline across all generations. In 2024, only 31.7% of members reported drinking, compared to 41.6% in 2021. While Gen Z drank the least frequently, they consumed the most per occasion, averaging 3.8 drinks.

The Rise of Protein & Strength Training Awareness

Protein intake surged among both men and women, with affirmation rates jumping to 59% and 60% respectively. This coincided with an increased interest in strength training activities, particularly among women. Powerlifting, in particular, gained traction as more women embraced the benefits of lifting heavy.

Looking Ahead

The data from 2024 underscores a collective shift toward certain health practices. Members increasingly value low-impact fitness, protein consumption, and consistent recovery habits. In the Whoop community and beyond, there is growing awareness of long-term wellness over short-term performance.

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Corporate wellness – the practice of giving employees access to discounted or free fitness, wellness and healthcare services as part of their benefits package – has exploded in recent years, and for good reason. 

The corporate wellness market is projected to grow to nearly $105 billion by 2030 as blue-chip companies continue to invest in their employees.

While there’s some debate over just how effective corporate wellness programs actually are, studies and surveys have consistently shown that having healthier employees can help businesses save money on healthcare, boost workplace productivity and reduce costs associated with absenteeism. 

Having a robust corporate wellness offering might also help firms recruit and retain top talent, especially among younger generations. A 2023 survey from healthy eating platform Lifesum found that nearly 71% of Gen Z and Millennials would quit their job in favor of one that better supports their overall well-being.

“Post-COVID, (people are) looking for organizations that have some kind of commitment to their well-being,” says Dilan Gomih, the founder of Dilagence, a firm that advises companies on how to design effective workplace wellness programs. “If you want to be able to attract and retain talent, then it’s absolutely in your interest to make sure you’re investing in wellness.”

But for businesses to see an economic return on their wellness investments, employees must actually use the services on offer. 

Gomih, whose firm has worked with brands including Google, Pinterest and J.P. Morgan, sat down with Athletech News to share her biggest tips for companies looking to craft a winning corporate wellness program.

Drive Awareness & Make It Easy

To start, awareness is key. Too many employees either don’t know they have access to corporate wellness benefits or don’t know where to find them, according to Gomih. Predictably, this leads to low usage rates. 

“Awareness is huge,” Gomih says. “You have to make it incredibly easy for people to find it – in a minute or two. Otherwise, they’re not going to take advantage.”

Companies should take strides to make sure their employees understand the depth and breadth of the services available to them. Wellhub, a popular corporate wellness platform used by more than 15,000 companies in 11 countries, gives employees preferential access to gyms, wellness coaching, mental health services and more, for example. 

“Make sure people know that yes, you can use it on a massage if you want, or you can use it on your Peloton subscription – there’s a full gamut of things you can spend it on,” Gomih says. “Choice is good. You just have to make sure people know what their choices are.”

Convenience Is Key

Driving awareness is only part of the battle, though. To encourage long-term usage, companies must ensure their corporate wellness offerings are convenient for busy workers. 

Gomih gives the example of offering yoga classes at lunchtime, a stereotypical corporate wellness benefit. Lunchtime yoga sounds good in theory, but taking an hour-long break in the middle of the day isn’t feasible for most white-collar workers.  

“Imagine working at an investment bank like I did,” she says, recalling her previous career at Bank of America. “I’m going to be like, ‘That’s really nice. (But) I can’t leave my desk.’” 

Instead, Gomih recommends companies offer programs that reimburse employees who attend a fitness class or get a massage on their own time. Reimbursement programs are more flexible, leading to higher usage. They also give HR leaders valuable data on which wellness benefits are most popular with workers – where people choose to spend their money is where they see the most value. 

Fitness brands looking to capture a bigger swath of the corporate wellness crowd should consider offering shorter workout classes or small pieces of online fitness content, Gomih recommends. This way, brands can appeal to time-crunched employees, many of whom don’t have time for a full hour-long class during the workweek but can find the time to squeeze in 10 or 20 minutes of physical activity.

“Where Peloton has been winning is having these 20 or 10-minute (classes),” she says. “People feel like, ‘Okay, I’ve got a few minutes. I can do this.’”

It Starts at the Top

For all the good that corporate wellness can do, there’s still a stigma around employees taking time out of their day to focus on health and wellness. This is especially true in more traditional industries like finance, law and, ironically, healthcare. 

This societal barrier prevents many companies from fully embracing corporate wellness – and reaping the productivity and cost-saving benefits that come with it. 

“Where there’s still a mental shift to be made is connecting the dots between well-being being as a nice-to-have versus a need-to-have,” Gomih says. “It’s realizing, ‘If your employees are healthier, they’re more productive for you.’”

Ideally, CEOs and top-level executives should embrace wellness and set the tone for the entire organization. 

Gomih cites Thrive Market – a Dilagence client – as a good example of a brand that’s embraced a top-down commitment to workplace wellness. When Dilagence worked with Thrive, the company’s executive team built movement into their daily work lives, including taking regular team walks to relieve stress and stir creativity.

“When they were working on a strategic problem or they had a consideration they were thinking through as an organization, they literally took the advice of going on a 20-minute walk to think about it,” she recalls. “All the research says that when you move, you’re helping your mind think better.”

At the end of the day, Gomih believes white-collar workers should approach physical health in the same way athletes increasingly prioritize taking care of their mental health for peak performance. 

“Physical and mental health aren’t mutually exclusive, and that’s still something we’re fighting,” she says. 

Correction: Dilagence has worked with brands including Pinterest, not Peloton, as a previous version of this article stated.

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