It’s no secret that physical activity leads to a healthier, longer life. But for those over, or at least getting close to the hill, this is especially true, a new study suggests. 

Researchers working with the British Journal of Sports Medicine found that low physical activity (PA) is tied to increased mortality. The researchers used a predictive model based on device-measured PA risk estimates and a life-table model analysis to establish results. The life table used included 2019 United States population and 2017 mortality data. Participants were 40 years or older with PA levels based on data from the 2003-2006 National Health and Nutritional Examination Survey. 

The study discovered that if all individuals were as active as the top 25% of the population, Americans over the age of 40 could live an extra 5.3 years on average. Dr. Mary Njeri Wanjau, who worked on the project, called the five-year figure “whopping” while referring to it on social media. 

The trial also saw individuals in the lowest activity quartile experience the largest bump in lifetime per hour through PA as simple as walking. An additional hour of doing so could add roughly 6.3 hours of life expectancy, per the report. 

While notable, these findings follow what we’ve heard from the industry at large, specifically regarding older individuals. Another study earlier this year found that weight training can offer long-term health benefits for individuals of a “retirement age.” While 40 is a long way from senior citizenry, an additional study also found that HIIT may improve cognitive health for those aged 65 to 86. 

The British Journal of Sports Medicine also recently discovered a link between high cardiorespiratory fitness and reduced risk of Dementia. It published other findings this year from the University of Sydney explaining how a few minutes of vigorous, incidental PA a day can significantly reduce the risk of major cardiovascular events in middle-aged women who don’t engage in structured exercise.

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Fitness trends come and go, but search data can offer insight into how people prioritize health and wellness. Fitness search data from the past year demonstrates the rise of emerging movements and nostalgic favorites, along with the fall of some former fitness fads.

Athletech News breaks down the fitness trends that saw the biggest increases in Google search activity in 2024, according to data from PureGym’s annual fitness report.

Remote Personal Training Tops the Charts

Leading the pack as the fastest-growing fitness trend of 2024 is remote personal training, which saw a 414% increase in interest year-over-year. Once a necessity during the pandemic, virtual training has evolved into a preferred choice for many consumers.

Hyrox Grows in Awareness, Popularity

Another highlight of 2024 was the continued rise of Hyrox, a competitive fitness race that combines endurance and functional strength.

Hyrox had a 233% increase in searches year-on-year, likely due in part to international expansion. One in ten people planning to participate in a fitness-themed event in 2024 either entered or planned to enter a Hyrox event, according to PureGym data.

TikTok’s Influence: The ’30-30-30 Rule’

TikTok’s impact on health and fitness trends remains undeniable, with the “30-30-30 rule” emerging as a standout trend in 2024. Searches for this concept—which involves eating 30 grams of protein within 30 minutes of waking up, followed by 30 minutes of low-intensity exercise—spiked by 175%.

The rule’s resurgence is largely credited to TikTok personality and biologist/biohacker Gary Brecka, whose videos have brought renewed attention to this weight-loss strategy.

Back to Basics: Primal Fitness, ‘Quadrobics’ See Spikes

“Quadrobics,” a full-body workout inspired by animal movements, saw a 174% increase in searches. Primal fitness – which also includes movements like crawling, climbing, and balancing – has become popular for its focus on natural, functional movements. Many fitness enthusiasts are drawn to these workouts for their ability to improve overall body awareness, coordination, and core strength.

Nostalgia Returns With Step Aerobics, Rollerblading

Retro fitness trends made a major comeback in 2024, with step aerobics (+124%) and rollerblading (+123%) ranking among the top searches. Step aerobics, in particular, has found new life through creative choreography and integration into high-energy group classes. Rollerblading has also become a popular way to combine cardio and outdoor fun.

Other Trending Searches

Other notable fitness searches in 2024 included:

• Stroller Fitness (+127%): This trend caters to parents looking to stay active while spending quality time with their little ones.
• Functional Fitness (+124%): The versatile training style continues to attract a dedicated following.
• Hiking (+122%): The activity increased in popularity as people sought ways to stay fit and connect with nature.

Fitness Fads Lose Ground

Wall Pilates, which involves using a wall for extra resistance, experienced a 55% decline in searches as the year progressed. Similarly, TikTok-driven trends like soft hiking, a more relaxed approach to the activity (-56%), and 12-3-30, a popular treadmill activity that involves walking at an inclination of 12% at 3 miles per hour for 30 minutes (-55%), saw significant drops in interest.

Data for this article was sourced from PureGym’s annual UK Fitness Report, which ranked 2024 trends based on percentage increase in Google searches between July – September 2023 and July – September 2024.

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As fitness facilities increasingly focus on overall well-being, designing gyms and studios with mental health in mind is becoming a popular option. 

In 2024, 43% of U.S. adults reported feeling more anxious than the previous year, a significant increase from 37% in 2023 and 32% in 2022 (American Psychiatric Association). The primary sources of anxiety include current events, economic concerns and safety issues, highlighting the increasing importance of mental health support across different settings, including fitness spaces where wellness is a growing focus (National Institute of Mental Health). 

This data reinforces the value of gyms creating environments that prioritize mental wellness through design and recovery services, meeting the needs of an anxious population seeking holistic health solutions. Creating a calming, wellness-centric environment can help reduce stress and promote emotional well-being, alongside physical fitness. 

The following strategies represent a small sampling of the approaches being implemented:

1. Mindful Design Elements

Gyms are incorporating softer lighting, natural materials, and plant-filled spaces to create environments that support relaxation and mindfulness (Virtuagym, Mindbody). 

According to wellness industry insights, meditation and mindfulness spaces in gyms are becoming essential as people seek a balanced approach to fitness. Classes like yoga, tai chi, and meditation are now integrated into gym offerings, making mental well-being a priority for members (Core Health & Fitness). 

Color psychology is also playing an increasingly important role in gym design, where specific hues are chosen to create tailored environments. Calming shades like soft blues, greens and earth tones are often used in recovery and meditation areas because they promote a sense of tranquility and help gym-goers unwind. These colors are associated with feelings of balance and renewal, making them ideal for relaxation space (Advantage Sport & Fitness) (Cole Don Media).

In contrast, high-energy areas frequently feature vibrant shades like reds and oranges, which are known for their stimulating and energizing effects. These colors boost motivation and help gym users stay engaged during intense workouts.

Acoustic design is equally important. Sound-absorbing materials and white noise systems create quiet zones amidst the otherwise busy and noisy gym environment. These elements, alongside thoughtful color choices, aim to offer a more holistic and mentally restorative experience (Iron House Design)

2. Recovery & Regeneration Zones

Gyms are dedicating more space to recovery areas, recognizing that mental recovery is as crucial as physical recovery. Features such as nap pods, infrared saunas, and cryotherapy are becoming popular. These tools help reduce anxiety and stress while promoting better sleep and cognitive function (Virtuagym, Silver Oak Health).

In addition to high-tech tools like nap pods and cryotherapy, many recovery zones now feature dedicated spaces for mindfulness practices, such as meditation or breathing exercises. The integration of technology such as guided meditation apps or biofeedback devices is also becoming popular, helping gym-goers better manage stress and improve their mental well-being. Recovery areas are designed not only for physical muscle repair but also for mental rejuvenation, further integrating wellness into the fitness experience.

3. Digital Mental Health Platforms

Digital platforms and mental health apps are also playing a role in mental wellness by offering guided meditation sessions, mindfulness practices and even AI-driven therapy tools (Silver Oak Health). Many gyms are now integrating these digital solutions, allowing members to engage with mental fitness content both inside and outside the gym.

Many fitness facilities are also integrating personalized digital platforms that offer tailored mental wellness programs, including mood tracking, stress assessments and individualized meditation recommendations. These platforms often include social features, allowing users to connect with others for shared support.

By integrating mental health into gym design, recovery services, and digital wellness tools, fitness facilities can deliver a comprehensive, well-rounded approach to health. This holistic strategy not only supports physical fitness but also caters to the growing demand for mental wellness, making these spaces more appealing to today’s health-conscious consumers.

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

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

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

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

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

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

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

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

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

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

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High-intensity interval training (HIIT) may be poised for another breakthrough, while Pilates and strength training remain top-of-mind for fitness enthusiasts, according to a new report from smartwatch giant Garmin. 

Garmin has released its 2024 Garmin Connect Data Report, which reveals how Garmin users participated in health and fitness over the past year. The report offers some interesting insights – and perhaps a few surprises – for fitness operators and wellness enthusiasts.

Track running (+65%), HIIT (+56%) and Pilates (+42%) saw the highest year-over-year activity percentage increases, followed by e-bike riding (+38%) and indoor rock climbing (+31%).

Strength training also saw a healthy 25% year-over-year increase, which is unsurprising given the modality’s surge in popularity post-pandemic. 

Stairclimbing also saw a notable 25% increase, likely driven by the rise of glute training, especially among women. Breathwork logged a 19% year-over-year increase as fitness enthusiasts increasingly prioritize holistic wellness. 

Outdoor running (7%) and walking (6%) also saw modest year-over-year increases, showcasing the staying power of foundational fitness modalities. 

Pilates’ surge is notable, especially since Garmin users aren’t traditionally associated with the mind-body modality. One of the fastest-growing fitness modalities over the past few years, Pilates shows no signs of slowing down as franchise brands continue to expand and equipment makers release tech-forward spins on the modern Reformer experience. 

HIIT’s strong performance should bode well for large fitness operators like Barry’s and smaller boutiques alike, A recent report from Research and Markets projected high-intensity interval training to become the fastest-growing boutique fitness modality over the next five years, driven by its effectiveness for time-constrained exercisers. Studies like this one, meanwhile, have found that HIIT may reduce the risk of cognitive decline in seniors.

“This is the first study to our knowledge to identify that a HIIT paradigm for the healthy elderly is suitable and effective at significantly improving and retaining long-term hippocampal-dependent learning, for up to 5 years,” the study’s authors wrote.

Stepping to Better Health

Garmin’s 2024 report also offered insights into the general health and wellness patterns of people across the globe. 

The average Garmin user logged 8,317 steps per day in 2024, well above the worldwide average, which hovers around 5,000. Hong Kong users took the most steps on average, with 10,340, while Indonesians came in last, taking just 5,375 daily steps. 

Going Dutch? Netherlands Wins on Key Health Metrics

The Dutch have a reputation for leading a healthy lifestyle, which appears to be well-earned. Garmin users in the Netherlands had the highest average Body Battery level, a metric Garmin uses to measure personal energy levels based on factors like physical activity, stress, heart rate and sleep. 

The average Garmin user’s Body Battery level in the morning was 71, while those in the Netherlands had an average level of 74. Japan had the lowest average body batter level, coming in at just 66 in the morning. 

The Dutch also got the best sleep in 2024, with an average sleep score of 73, outpacing the worldwide average of 71. Indonesians had the lowest average sleep score of 64 (maybe they should walk more!).

South Korean Garmin users did the best at managing their stress, logging an average daily stress score of 28, ahead of the global average of 30. Malaysians had the highest stress scores of all Garmin users, coming in at 33. 

Surprisingly, across the board, Garmin users’ stress scores were lowest on Monday (29) and highest on Saturday (32). Garmin notes that might be due to “jitters” before a big race or event, which often takes place on the weekend.

Fountain of Youth

In terms of fitness, the average Garmin user’s “training readiness” score was 60, which equates to moderately prepared. Users in New Zealand were the most ready for training on average, while South Koreans tended to be the least prepared. 

Garmin users tend to be healthier than their biological age would suggest. According to the brand’s “fitness age” metric, Garmin users are, on average, 2.48 years younger than their actual age. Women were 1.94 years younger on average while men were 2.75 years younger than their actual ages. 

Garmin Eyes Healthcare

While Garmin has made a name for itself over the past two decades for its health and fitness wearables, the Kansas-based brand is also eyeing the healthcare space. 

Garmin executives believe smartwatches can become an integral part of modern healthcare by tracking metrics like stress, heart rate variability (HRV) and skin temperature, and feeding that data to healthcare professionals, who can then make more informed decisions on patient health.

Called, “smartwatch-enabled digital health,” Garmin is actively working to make this vision a reality. The company launched Garmin Health in 2014, growing it into a full-scale B2B solution for healthcare, research and clinical trials, insurance companies, gyms and fitness brands, corporate wellness and more. 

When it comes to smartwatches and healthcare, Garmin believes it has an advantage over other tech players like Apple and Samsung thanks to its open platform, the quality of its biometric data and the long battery life of its watches. 

“Garmin’s business strategy is to be an ecosystem player,” Scott Burgett, senior director of Garmin Health Engineering, told Athletech News earlier this year. “When you look at the breadth of our wearable products, the breadth of our data, and the ease of integration – we’re agnostic between iOS and Android – we really are the best company (to work with).”

To view the 2024 Garmin Connect Data Report in full, see here.

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New research from the University of Sydney, published in the British Journal of Sports Medicine, suggests that just four minutes of vigorous incidental physical activity a day could nearly halve the risk of major cardiovascular events in middle-aged women who do not engage in structured exercise.

The study analyzed data from 22,368 non-regular exercisers (13,018 women and 9,350 men) aged 40–79 who wore physical activity trackers for nearly 24 hours a day, seven days a week, between 2013 and 2015. Cardiovascular health was monitored through hospital and mortality records, tracking major adverse cardiovascular events (MACE) such as heart attack, stroke, and heart failure until November 2022.

The findings revealed that after adjusting for factors such as lifestyle, co-existing conditions, cardiovascular health and ethnicity, vigorous intermittent lifestyle physical activity (VILPA)—defined as brief bursts of intense activity embedded in daily life—lowered the risk of major cardiovascular events in women, with greater VILPA correlating to a lower risk.

Women who averaged 3.4 minutes of daily VILPA were 45% less likely to experience a major cardiovascular event, 51% less likely to have a heart attack and 367% less likely to develop heart failure compared to women who did not engage in VILPA.

Although the researchers suggest further testing is needed to understand how VILPA can positively impact cardiovascular health, lead author Professor Emmanuel Stamatakis emphasized that, like most health-improving measures, commitment is key. He also indicated that the findings present an activity target for women who are unable or unwilling to engage in traditional exercise.

“Importantly, the beneficial associations we observed were in women who committed to short bursts of VILPA almost daily,” Prof. Stamatakis said. “This highlights the importance of habit formation, which is not always easy. VILPA should not be seen as a quick fix—there are no magic bullets for health. But our results show that even a little bit higher intensity activity can help and might be just the thing to help people develop a regular physical activity – or even exercise – habit.”

He added that as a starting point, short bursts of activity could be as simple as a few minutes of stair climbing, uphill walking, power walking or playing tag with a child or pet.

Interestingly, men were found to experience fewer benefits than women from brief bursts of VILPA. Men who averaged 5.36 minutes of daily VILPA were only 16% less likely to experience a major cardiovascular event compared to those who did not engage in any VILPA.

The research could help influence health coaches and fitness trainers who have middle-aged women as clients and are perhaps more reluctant or unable to engage in high-intensity interval training (HIIT). VILPA could potentially do more than lower cardiovascular events — other research (also led by Prof. Stamatakis) suggests it may lower cancer risk.

While HIIT remains a popular fitness method, low-impact modalities are on an upswing, according to ClassPass. The booking platform just released its Annual Look Back report, which noted low-impact training saw a notable increase in reservations (109%), demonstrating an interest in more accessible fitness options.

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In the everlasting battle that is weight loss, the public understands that using GLP-1s is only half of it. 

Medifast, the health and wellness brand known for its coach-guided lifestyle solution Optavia, recently conducted a survey with market research firm Talker Research to get a pulse on how Americans feel about weight loss medications and the size of their role in someone’s health journey. The data says it’s a supporting one rather than a lead one. 

Of the 2,000 nationally representative United States adults who participated, 65% of them believed that weight loss medications are more effective when used together with lifestyle changes, while 45% agreed that medications alone won’t allow them to reach their long-term goals. 

“Weight loss is a journey that requires a holistic approach, including proper nutrition, adequate exercise, sufficient sleep and a healthy mindset,” said Dan Chard, chairman and chief executive officer of Medifast. “The survey results clearly point to a growing need and desire among U.S. adults for a more comprehensive, balanced approach to weight loss that complements or goes beyond just medication.”

But while GLP-1s aren’t seen as the end-all-be-all in terms of weight loss, they can be a catalyst for it, along with a more holistic health lifestyle for users. The study also found that if weight loss medications were readily available, 73% of those surveyed would commit to healthy eating, 72% would commit to regular exercise and 55% would prioritize quality sleep.  

Chard and Medifast aren’t the only ones who’ve arrived at this conclusion. Paul Byrne, a partner in Harrison Co.’s Fitness & VMS practice, recently expressed a similar opinion to Athletech News, citing a report claiming the total addressable market for U.S. fitness clubs is expected to increase by $6.8 billion thanks to increased GLP-1 usage. 

Last year, Evercore ISI, an equity research firm, also relayed survey data where 39% of respondents said they avoid going to the gym due to feeling self-conscious. Thus, the firm predicted that large-scale weight loss could help to uncork a surge in new gym memberships.

“It is evident that the majority of people trying to lose weight understand the importance of lifestyle changes and are looking for effective tools and support to help them in their efforts,” Chard added.

Medifast touts Optavia as a key tool in this regard. The program facilitates weight loss programs with medical guidance while promoting additional healthy habits such as weight management, eating & hydration, motion, sleep, mind, and surroundings. 

“With our habit-based and coach-guided lifestyle solution, Optavia, Medifast is uniquely positioned to meet this clear consumer demand,” said Chard. “We offer customized programs and the support of coaches who draw upon their own personal weight loss experience – two of the top tools respondents identified as crucial. As the market continues to grow, we remain dedicated to supporting individuals in achieving their health and wellness goals through a holistic approach that incorporates both lifestyle changes and, where clinically appropriate, weight loss medications.”

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The Latin American fitness market is strong, and it could be poised for further expansion in the years ahead. 

Most Latin Americans in urban areas exercise multiple times per week, a new survey finds, shedding light on an important emerging market for fitness brands. 

According to the 2024 Latin America Fitness Consumer Survey, conducted by J. Wallin Opinion Research on behalf of the Health & Fitness Association (HFA) and fitness software company ABC Fitness, Latin American consumers in urban markets are highly engaged in fitness, and many prioritize gyms and studios. 

The survey found that 61% of Latin Americans in select urban markets exercise at least two times per week, while 78% exercise at least a few times per month. Gyms and other fitness facilities serve as the preferred exercise location for 55% of active Latin Americans, per the survey. 

“Latin America’s urban centers are home to a highly engaged fitness community that prioritizes structured environments for their health and wellness,” ABC Fitness CEO Bill Davis said. “This survey underscores the essential role that fitness facilities play in the daily lives of millions of Latin Americans.”

The survey’s findings are based on an online questionnaire sent to 3,699 Latin Americans aged 18 and above in metro areas in Brazil, Mexico, Argentina, Colombia, Peru and Chile. Responses were collected in September. 

Outdoor Fitness, Strength Training Lead the Way

Active Latin Americans cited general health (44%), supporting mental and emotional well-being (42%), and boosting self-confidence (36%) as their primary reasons for exercising. Notably, building muscle (15%) and strength (13%) were among the least popular reasons given for exercising. 

In terms of exercise modalities, outdoor fitness activities (including cycling, running and swimming) were most popular among active Latin Americans, with 43% of survey respondents saying they engaged in those activities.  Strength training was the second most popular modality (32%) followed by “non-spin, aerobic cardio” activities like treadmills and ellipticals (27%).

The survey also contained some promising findings for gym and studio operators in Latin America – and for brands looking to expand into the region. 

Among physically active Latin Americans surveyed, 69% said they own a fitness facility membership. Of survey respondents who belong to a fitness facility, 67% spend between $10-$50 per month on their membership. Brazil showed to be an especially strong market for gym and studio-goers, with nearly 80% of physically active Brazilians owning a membership. 

Looking ahead, over half (53%) of physically active Latin Americans who don’t currently have a fitness facility membership said they plan to purchase one in the next year, according to the survey. 

“Latin America’s fitness industry is thriving, and with the number of potential new members, the sector is well-positioned for continued growth,” HFA president and CEO Liz Clark said. “Fitness businesses have a tremendous opportunity to connect with this motivated market.”

American Fitness Brands Eye Latin America

The survey results probably won’t come as much of a surprise to top American fitness brands, many of whom have begun targeting the Latin American market. 

Boutique brands including Orangetheory Fitness and F45 Training already have sizable presences in Mexico, and other big-time brands are looking to set up shop south of the border.

The Xponential Fitness-owned Club Pilates, the world’s biggest Pilates brand with over 1,000 locations, announced plans to open a minimum of 65 studios across Mexico over the next decade. Another Xponential brand, Pure Barre, plans to open its first Mexico studio in Q1 of 2025. 

American investors also see promise for the Mexican fitness market. In November, Washington, D.C.-based private equity firm ACON Investments pumped growth capital into Commando, a Mexico-based high-intensity group fitness brand, to fuel brick-and-mortar expansion. 

In Brazil, Freemotion Fitness, the commercial equipment brand of iFIT, struck an agreement with a local distribution company to bring more of its cardio and strength training equipment to gyms and studios across the country. 

To download the 2024 Latin America Fitness Consumer Survey in full, click here.

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With over 135 million users and billions of logged activities, Strava highlights key fitness trends across the world. The Strava 2024 Year in Sport report highlights these trends, providing a comprehensive overview of the current fitness landscape.

Social Fitness on the Rise

In 2024, group activities became more popular than ever. Running led the way, with a 59% increase in running clubs and an 18% rise in group runs of 10 or more participants. Walking clubs saw a 52% growth. Sixty-six percent of Gen Z users reported making new friends through fitness groups, while 55% said that social interaction was their main reason for participating. One in five Gen Z respondents also met dates through group activities, underscoring a new role for fitness.

Balance & Recovery

The report also shows a trend toward more sustainable workout practices. The median activity length was 53 minutes, with most participants favoring shorter sessions. Among amateur Strava users, those who cross-trained were 10% more likely to meet their goals. Marathon trainees also recorded rest days for over half of their training cycles.

Overcoming Fitness Barriers

Strava’s data also highlighted barriers to fitness like schedule flexibility, particularly for women. Despite these challenges, women increased their participation, with an 11% rise in cycling and a 25% growth in weight training uploads. Women were also more likely than men to earn Strava Segment crowns, signaling strong performance trends.

Generational differences were evident in fitness goals. Gen Z participants prioritized mental health, while older generations focused on longevity. Boomers consistently recorded the highest weekly distances in running and cycling.

Gear Trends of 2024

The report also revealed gear preferences among users. Nike Pegasus topped the list of running shoes, while Garmin dominated tracking devices. Carbon fiber-plated shoes gained popularity, and featured in 44% of marathons logged, a 14% increase from 2023.

Generational differences extended to workout apparel. Gen Z favored coordinated outfits and oversized T-shirts, while older users preferred functional, understated attire. Black remained the most popular color for workout gear, with blue showing signs of increased preference for 2025.

Strava’s 2024 Year in Sport report underscores a broader cultural shift toward sustainable and social fitness practices, setting the stage for continued fitness growth and inclusivity in 2025.

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The fitness industry is changing rapidly. Many brands are incorporating new technologies to keep members loyal and increase incremental revenue, while expansion, consolidation and bankruptcy filings are changing the face of gyms and studios across the country. One trend driving the industry’s transformation is a growing interest in new health and wellness solutions. This goes beyond supplements to include everything from GLP-1 weight-loss drugs to the latest recovery offerings. 

Amid this backdrop, Athletech News is partnering with Sports Innovation Lab, an insights, analytics and data company that works with the biggest brands in sports, media and entertainment, to provide fitness industry stakeholders with key data on their consumers and the industry at large. 

Through the partnership, Sports Innovation Lab and ATN will develop in-depth consumer profiles of fitness and health enthusiasts. Known as “fitness communities,” these profiles will give brands next-level insights into their current and potential customers. 

“Fitness enthusiasts are not all alike,” said Sports Innovation Lab co-founder and CEO Josh Walker, who oversees the company’s proprietary market intelligence platform. “Working with Athletech News and receiving their ongoing expertise on this population will strengthen our understanding of ‘Fluid Fan’ behaviors, which benefits our customer base through better data and addressable marketing audiences. Brands have a new powerful tool to reach this market.”

Fitness Communities Based on Observed Spending Data

The fitness industry continues to change, but dominant consumer behaviors will always inform how marketers reach the right customers. Some consumers love taking classes and need group fitness to motivate them to work out; families and higher-income fitness consumers typically want the benefits of an all-inclusive fitness center. 

Fitness community profiles are based on consumer spending patterns and are designed to help brands target the right customers.

Class Curators

These active fitness enthusiasts are spending on boutique fitness classes such as F45 Training, SoulCycle, Orangetheory Fitness, Rumble Boxing and The Class, and may also subscribe to Class Pass. Class Curators are:

• 9X more likely to own a wearable device than the general population
• 7X more likely to go skiing
• 6X more likely to attend concerts

Luxury Lifters

For Luxury Lifters it’s all about a premium health club experience. They’re spending with luxury fitness facilities like Equinox, Life Time and Chelsea Piers Fitness, and/or purchasing premium subscriptions to enjoy added services. Luxury Lifters are:

• More likely to be Gen X or Baby Boomers making more than $200K/year
• Spending more on sports tickets and live events than any other community
• Spending with book retailers like Barnes & Noble and independent bookstores (30% of this population)

Gym Goers

Your traditional exercise enthusiast, the Gym Goer prefers a no-frills, traditional gym to give them a more classic workout. They’re purchasing memberships from large brands like Gold’s Gym or local gyms. Gym Goers are:

• More likely to be male, without children in the household 
• Frequently shopping on social media such as Instagram and Facebook
• 3X more likely to spend on “sportainment” establishments such as Topgolf or Chicken N Pickle

Deal-Driven Fitness Fans

Most often found in high-value, low-price (HVLP) gyms, these consumers typically come in the new year, are seasonal in their fitness purchases and often looking for a deal. They may make exercise an always-on part of their routine, but throughout the year they continually purchase new and different fitness/wellness products and subscriptions – especially if there’s a deal to be had. Deal-Driven Fitness Fans are:

• 3X more likely to purchase hydration beverages 
• Frequent QSR visitors, spending with Taco Bell, McDonald’s and Chipotle
• More likely to have tween/teen children in the household

Game-Changing Data for Fitness Brands 

In the weeks and months ahead, Sports Innovation Lab and ATN will be rolling out key insights into the spending behaviors of these fitness communities, creating an actionable new source of data for fitness and wellness marketers, executives and entrepreneurs. 

These insights will leverage Sports Innovation Lab’s Sports Data Cloud, which covers hundreds of health and fitness brands, allowing us to create customizing audiences for each category including workout classes, home fitness, luxury and premium health clubs, subscription workouts, athleisure wear, equipment and more. 

For more information on how you can leverage Sports Innovation Lab data to create custom audiences that meet your brand’s marketing goals for your New Year’s campaigns and beyond, email audiences@sportsilab.com.

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A new study suggests that high cardiorespiratory fitness (CRF) is associated with better cognitive function and also reduces the risk of dementia, even mitigating genetic risk by as much as 35%.

The findings, published in the British Journal of Sports Medicine, analyzed data from the UK Biobank, a large-scale biomedical database. The study followed 61,214 UK residents aged 37 to 73 who were initially free of dementia, chronic obstructive pulmonary disease, asthma, and heart failure. Participants provided lifestyle and sociodemographic information, medical histories, and blood samples. They were monitored for up to 12 years.

As part of the study, participants were invited to complete a six-minute submaximal exercise test on a stationary bike while wearing an electrocardiographic monitor.

Ultimately, researchers found that high CRF led to better cognitive function when compared to low CRF. Over the follow-up period, 553 individuals developed dementia. The incidence rate ratio for all dementia was 0.60% for high CRF, and the onset of all dementia was delayed by 1.48 years among those with high CRF. 

“Our findings suggest that maintaining favorable CRF could be a strategy for the prevention of dementia, even among people with a high genetic predisposition,” the authors wrote. 

Although the study’s authors note that future research on the relationship between CRF and brain health (especially in older adults) deserves a further look, they suggest that CRF may become used as a routine health monitoring tool or an indicator of health conditions.

The authors also linked to studies indicating that aerobic training, resistance training, and combined training all have beneficial effects on CRF in older adults, with HIIT showing the most significant impact. Additionally, long-term moderate-intensity physical activity is as effective as a structured exercise program among previously sedentary healthy adults.

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Over 500 million patients worldwide live with type 2 diabetes. Some studies project that the number of type 2 diabetics will grow to over 800 million by 2045, due to an aging population, urbanization, decreased physical activity, and increased obesity.

A new study in Value in Health found results that support the cost-effectiveness and health benefits of implementing a Fasting Mimicking Diet (FMD). The study observed participants who implemented the FMD for five days on a monthly basis for the first six months and every three months thereafter for five days each time.

The Fasting Mimicking Diet (FMD) is a scientifically developed nutrition program designed to nourish the body with plant-based ingredients over a five-day period while avoiding the activation of nutrient-sensing pathways (NSPs). L-Nutra Health, a subsidiary of L-Nutra, has adapted the FMD into a Diabetes Regression and Remission Program (DRRP) aimed at helping people with type 2 diabetes manage the condition more effectively.

How FMD Targets Key Factors in Type 2 Diabetes

According to Dr. Will Hsu, Chief Medical Officer of L-Nutra Health, the FMD used in this program differs from other commercially available five-day FMDs by incorporating fewer carbohydrates and more fats, making it specifically tailored to support glucose management.

“The FMD promotes cellular rejuvenation by triggering autophagy, potentially improving pancreatic cell function and insulin production,” Dr. Hsu explained to Athletech News. Autophagy is the body’s natural process of removing and recycling damaged cells, which may aid in cellular renewal, including those responsible for insulin production in the pancreas.

“By targeting visceral fat loss while preserving muscle mass, the program aims to optimize glucose uptake and insulin signaling,” Dr. Hsu stated. The FMD may therefore help improve metabolic health by reducing unhealthy fat stores while maintaining muscle mass.

The FMD is also designed to enhance insulin sensitivity, one of the main challenges in managing type 2 diabetes. “The FMD is designed to enhance insulin sensitivity by improving glucose metabolism,” Dr. Hsu noted.

Study Results

The FMD was tested in a clinical study as part of the DRRP, which includes regular consultations with board-certified dietitians and medical oversight by a lifestyle medicine physician. The program involves following the five-day FMD once a month for six months, followed by maintenance for an additional six months.

According to Dr. Hsu, participants in the study experienced notable improvements, including an average HbA1c reduction of 1.4%, 22 pounds of weight loss, and a 59% reduction in insulin resistance. “A remarkable 67% of participants experienced a decrease in their diabetes medication use,” Dr. Hsu pointed out, suggesting that the FMD could be beneficial in reducing dependence on diabetes medications.

Economic and Quality of Life Findings

L-Nutra Health also conducted a long-term simulation to assess the broader economic and quality of life impacts of the FMD. “The study found that the program not only achieves substantial cost savings but also breaks even by the third year for the general diabetic population—and by the first year for high-cost diabetic patients,” Dr. Hsu explained. Integrating the FMD into diabetes management protocols may have significant financial benefits for healthcare systems, particularly for those treating high-cost patients.

The simulation also predicted improvements in overall quality of life. “Patients reported significant overall enhancements in health-related categories due to fewer medical interventions and a lower incidence of diabetes-related complications,” Dr. Hsu said. Participants gained an additional 0.211 quality-adjusted life years (approximately 77 quality-adjusted days) over the 10-year simulation period compared to those receiving standard care.

The FMD Beyond Diabetes

While the FMD has been adapted to support type 2 diabetes management, its potential benefits extend to the broader population as well. Some key potential benefits of the FMD for non-diabetics include improvements in metabolic health, fat-focused weight loss while preserving muscle mass, and enhanced mental clarity and energy levels. According to Dr. Hsu, “Just three cycles of the FMD per year may help reduce biological age by an average of 2.5 years, potentially turning back the clock on your body’s cellular age.”

The FMD suggests that it may offer a new approach to type 2 diabetes management, with potential benefits in terms of glucose control, medication reduction, and cost-effectiveness. Further research and clinical trials will help determine its broader application in healthcare settings.

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As the New Year approaches, there is a marked increase in interest as everyone sets resolutions to get fit, eat healthier, improve their mental well-being, and lead more active lifestyles. You know the drill. 

For brands in these spaces, this period presents a prime opportunity to attract and engage new leads. However, to fully capitalize on this, preparation must begin well before the clock strikes midnight on December 31. The fourth quarter (Q4) is critical for strategizing and laying the groundwork for successful New Year campaigns.

“Preparing in Q4 is essential for fitness and wellness brands looking to make the most of the New Year surge,” says Saskia Topp, founder at ekhos (echoes) agency, a leading digital marketing agency for the health, wellness, and fitness industry. 

Topp says this preparation allows brands to position themselves effectively, ensuring they are top of mind when consumers embark on their fitness and wellness journeys in January. 

“Many brands overlook the importance of Q4, assuming that the influx of clients will naturally come,” Topp continues. “However, without strategic positioning, they risk blending into the noise of the New Year rush. The opportunity to capitalize on the January surge is quick, and those who are prepared are the ones who will maximize their growth during this critical time.”

Topp adds that digital marketing is where brands are seeing the greatest success—whether through social media, strong media buying strategies, SEO, or email and automation marketing. 

“By leveraging these tools, we help brands connect with their audience and drive impactful results,” Topp adds. “At ekhos, we specialize in crafting impact-driven digital wellness strategies, ensuring your brand not only stands out but thrives in the most competitive season of the year.”

Leveraging The Last Quarter

Q4 holds particular strategic importance compared to other quarters because of the long view it offers. From this perch, fitness and wellness brands can analyze the past year’s performance, identify trends, and set clear goals for the upcoming year. Decision-makers are usually well-armed with metrics and data at this point.

“Data-driven insights are invaluable in guiding the preparation process for Q1,” Topp explains. “Yet, many digital marketing strategies fail to fully utilize the wealth of data available. We rely exclusively on data when creating digital strategies, ensuring that every decision is backed by solid insights.”

Topp says that by analyzing digital metrics such as online consumer behavior, engagement rates, and ad performance, brands can pinpoint what has worked and where there are opportunities for improvement. This detailed data analysis enables ekhos to craft highly targeted and effective campaigns that align with the audience’s New Year goals. 

“In the competitive digital wellness landscape, those who leverage data to its fullest potential are the ones who will truly stand out and drive impactful results,” Topp says.

For instance, ekhos recently worked with Shred415, a leading HIIT fitness studio, to refine its social media strategy based on detailed consumer insights. The result was a highly engaging campaign that led to a significant increase in customer interaction and conversions. From March 2023 to March 2024, the brand saw a 154% increase in engagement, a 22.3% rise in organic search over six months, and an overall 15% increase in average revenue from October 2022 to October 2023. Another client, Power Plate USA, has experienced a 42.6% increase in organic followers across all social media platforms and a 55.1% increase in video views.

Aligning Social Media Content

A fresh year is an ideal time to align (or re-align, as the case may be) social media content with common intentions and resolutions. Here’s how fitness and wellness brands can effectively create content that resonates with these goals:

Identifying and Addressing Key Goals:

• Target Key Resolutions: Identify common and trending wellness goals like strength building, recovery, convenience, mental health, and adopting a healthier lifestyle for longevity.
• Targeted Content: Develop content with practical tips, humanized stories, and achievable milestones that motivate your audience, while leveraging UGC (User Generated Content) and ekhos’s budget-friendly influencer strategy to amplify reach and engagement through UGC.

Engaging Content Formats:

• Diverse Content Types: Utilize various content formats like videos, LinkedIn and Instagram carousels, social media trends, infographics, and interactive posts to keep your audience engaged. Each social media platform should feature varied content tailored to its audience.

Staying Current with Trends:

• Incorporate Trends: Stay current with social media and industry trends, optimizing captions for SEO and engaging with challenges and trending topics to boost visibility and engagement.

Campaign Examples:

• Intention and Goal Challenge: If you’re a fitness studio, launch a challenge that encourages your audience to commit to their fitness goals. Offer incentives such as discounts, branded partnership gifts, free trials or branded merchandise for participants who stay engaged throughout the challenge.
• Refer a Friend Campaign: Kick off January with a “Refer a Friend” campaign, offering rewards like discounts or free incentives when customers refer a friend. This can be combined with a challenge for fitness studios, encouraging participants to engage alongside their friends. This strategy expands your brand’s reach, builds community, and drives sales during the New Year surge.
• Brand Partnerships: Collaborate with recognizable, complementary brands to offer bundled promotions, joint events, or giveaways in January. This expands your reach, introduces your brand to new audiences, and creates added value for customers, boosting engagement and sales during the New Year period. 

Strategic Planning and Storytelling:

• Maintain consistent messaging across all social platforms to reflect your brand’s voice and values. Strategic planning ensures each piece of content aligns with your brand identity. Use storytelling to make your content relatable, sharing personal transformations, behind-the-scenes moments, and client success stories to build an emotional connection with your audience.

Clear Calls to Action:

• Ensure every piece of content has a clear call to action, such as purchasing a product, signing up for a class, downloading an app, or participating in a challenge. Guide your audience towards taking the next step in their fitness journey with your brand.

“Creating meaningful connections and crafting compelling digital strategies that drive engagement is central to our mission,” says Topp. “Our goal is to empower health, wellness, and fitness brands to develop impactful campaigns that not only attract customers but also build lasting relationships.”

By leveraging Q4 for strategic preparation, aligning digital marketing, such as social media content with New Year resolutions and trends, creating anticipation for purchasing products that lead new programs, and analyzing successful initiatives, brands can maximize their impact. Start planning now to ensure your brand is ready to make the most of the New Year surge in health and wellness interest.

For more information on how ekhos agency can help your fitness brand achieve its New Year goals, visit ekhosagency.com.

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With just a little over a month left to go before the November presidential election, a new survey from high-value, low-price (HVLP) fitness operator EoS Fitness finds that 83% of American adults are experiencing some form of stress, and three out of five are experiencing moderate to extreme anxiety.

While 45% of respondents have seen their anxiety levels rise over the last 60 days, over half (53%) expect their stress levels to worsen as Election Day draws closer.

The survey was conducted using the online surveying platform Pollfish, which polled a random sample of 1,000 U.S. adult residents on Sept. 18, 2024.

Although Americans may be divided on their choice of candidate, the majority (95%) of those surveyed agree that physical activity is an important tool in managing stress and for those experiencing the highest stress levels, 72% indicate that regular exercise greatly helps them manage anxiety.

“As Americans experience the growing importance of this time of year, our survey finds that exercise is a healthy and effective way to manage anxiety,” EoS Fitness chief marketing officer Shilpi Sullivan said. “Providing a welcoming space where people can relieve stress, connect with others, and improve their well-being is part of our foundation. At EoS, we believe in the value of fitness not just for physical health but as a vital resource for mental clarity and overall wellness.”

The Eos Fitness survey finds that those who exercise more than three times per week are 34% more likely to feel in control of their stress levels during the election.

According to Joella Hopkins, EoS Fitness executive vice president of group fitness, working out with others can also create a sense of community and accountability, making it easier to remain consistent.

“Sharing the experience with others helps build connections, which is incredibly powerful for mental well-being and stress management,” Hopkins added.

The polls also revealed respondents’ top ten activities to reduce stress and anxiety, such as walking, gardening, swimming, and weightlifting. Running, strength training, cycling, yoga, dancing, and active meditation also appeared among the stress-busting activities Americans practice as Election Day looms.

Leaning into group fitness has been an area of focus for the ‘Better Gym. Better Price’ gym chain. Eos Fitness recently expanded its group fitness class offerings to appeal to various gymgoers, adding Fitness Unchained, Mind/Body Rehab, and the Booty Builder Lab (BBL) — complementing its other group fitness classes, such as strength training, dance fitness, and group cycling.

EoS aims to open over 250 gyms by 2030 and is reportedly sourcing investors and private credit firms to fuel its growth strategy. 

The post Working Out Can Manage Election Anxiety, EoS Fitness Finds appeared first on Athletech News.

A recent study from the University of Michigan has found that individuals with obesity who engage in long-term exercise have healthier belly fat tissue, allowing for more effective fat storage compared to their non-exercising counterparts.

This finding supports the importance of regular physical activity for metabolic health and offers encouragement for clients who aren’t able to shed fat despite a regular exercise routine.

Study Highlights

The research team wanted to explore the impact of years of exercise on fat tissue. They compared two groups of adults with obesity: 16 participants who reported exercising at least four times a week for an average of 11 years, and 16 individuals who had never exercised regularly but were matched in terms of body fat mass, weight and sex.

Researchers took samples of subcutaneous adipose tissue—fat located just beneath the skin—from both groups. The results showed that the exercisers had distinct structural and biological differences in their fat tissue, including increased blood vessel density, more mitochondria and higher levels of beneficial proteins. They also had lower amounts of collagen that could interfere with metabolism and fewer inflammation-causing cells.

“Our findings indicate that regular exercise not only helps expend calories but also modifies fat tissue in ways that allow for healthier fat storage during weight gain, which many people experience as they age,” said Jeffrey Horowitz, a professor of movement science at the U-M School of Kinesiology.

The implications of these findings are important. Storing fat in subcutaneous adipose tissue, the type sampled in this study, is considered healthier than fat accumulation around vital organs, which can lead to serious health issues.

Horowitz noted, “Increasing the capacity to store fat here reduces the likelihood of storing fat in unhealthy areas, such as visceral fat around the organs or in the organs themselves.”

This research builds on earlier studies that observed changes in fat tissue after shorter exercise periods. Horowitz emphasized the need for further investigation into how long-term exercise influences fat tissue health and whether specific types or intensities of exercise yield better results.

Personal Trainers & Programming

This study provides insights for personal trainers, emphasizing the importance of long-term exercise for metabolic health and fat tissue management. Trainers can leverage these findings to educate clients about the broader health impacts of consistent physical activity beyond just weight loss.

Moreover, fitness professionals can design sustainable long-term exercise programs that promote adherence and highlight the health benefits of regular activity, as opposed to pure aesthetics. Understanding that exercise can lead to healthier fat storage may also help address common client concerns about weight gain as they age, fostering a more positive mindset towards fitness.

While the study findings are positive, there are several limitations. The study involved only 32 participants, which may restrict the generalizability of the results. Also, the reliance on self-reported exercise data could introduce bias and inaccuracies in actual activity levels. The research compared current fat tissue characteristics rather than tracking changes over time, limiting insights into how exercise impacts fat tissue development.

The participants were matched based on specific characteristics, which may overlook other influential factors such as genetics and lifestyle. Also of note: the focus on subcutaneous abdominal fat may not capture the full spectrum of fat distribution and health implications, and the controlled setting may not reflect real-world conditions affecting exercise adherence.

Continued research in this area will further clarify the relationship between exercise, fat storage and overall health, informing best practices in the fitness industry.

The post Long-Term Exercise Enhances Fat Tissue Health in Individuals with Obesity appeared first on Athletech News.

Retro Fitness has a goal to open 500 health clubs in 50 black and brown communities across the U.S. over the next five years, following its Project LIFT initiative, which received a significant investment from BlackRock Impact Opportunities in 2022. 

Retro Fitness Embarks on Renovations

It’s been a busy year for the Florida-based Retro Fitness. In addition to its growth endeavors, the HVLP fitness chain kicked off a brand transformation that includes club renovations that usher in a more modern vibe.

Andrew Alfano, Retro Fitness CEO and former Starbucks exec, said the gym brand is pleased with the feedback regarding its fitness clubs’ new look and feel – which he refers to as a “maturing” of Retro Fitness and has led to new opportunities.

“We believe the transformation of the brand is just part of what has attracted area developers and investors to Retro Fitness,” Alfano said, adding that the brand is fielding a significant amount of interest from other industries – specifically the restaurant space.

“We are proud that our investment in Retro Fitness on behalf of our clients has benefitted communities in Texas, Florida and New York, and are pleased to continue supporting the company and Project LIFT through this next stage of growth,” BlackRock Impact Opportunities managing director Joseph Acevedo said.

International Goals

Beyond its domestic growth goals, Alfano told Athletech News in an exclusive interview earlier this summer that he believes Retro Fitness will eventually have over 1,000 gyms across the nation along with international locations.

He also pointed out the HVLP fitness brand’s amenities and offerings.

“Not only do we have everything that the boutiques offer with classes, we also have personal training, a smoothie bar and a retail pro shop,” Alfano shared. “We have massage chairs and red light therapy because we understand that recovery is extremely important to members today.”

HVLP in the Headlines

HVLP gym brands have been generating headlines as of late. Planet Fitness named a new CEO, and in August, Equinox-owned Blink Fitness filed for bankruptcy. The fitness brand is now in talks with U.K. gym giant PureGym to purchase a substantial portion of its gym locations in New York and New Jersey. 

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More than half (51.9%) of women polled would consider quitting their current job for one that supports their menstrual health needs, according to a new survey by global healthy eating app Lifesum.

The new findings reveal a gap in hormonal and menstrual health support and shed light on the need for workplaces to address the health needs of their women employees, says Wesleigh Roeca, Lifesum workplace well-being director.

Lifesum’s survey comes at a time when Gen Z  and millennials are incorporating holistic wellness practices and prioritizing workplace wellness when looking for a job.

Key Data from Women

Employers may be surprised to learn that menstrual cycles can have a significant impact on workplace well-being following Lifesum’s survey. The healthy eating app found that 85.9% of women surveyed reported a decline in overall energy and focus, while respondents also noted an impact on their mental well-being (56.9%), stress levels (52.7%) and productivity (48.7%).

Despite the findings, Lifesum discovered employers lack supportive measures for menstrual or hormonal health — 70.4% say their employer doesn’t offer any assistance, such as flexible work hours, educational resources or free menstrual products.

Small Changes, Big Impact

Considering that 83.9% of those polled by Lifesum say they continue working despite feeling unwell from menstrual symptoms, the healthy eating platform encourages change.

“To create a more inclusive and supportive work environment, we encourage organizations to adopt a ‘Hold Her Health’ policy that offers flexible work hours, additional healthcare coverage, paid leave for conditions like menopause and endometriosis, and support for pregnancy and fertility challenges,” Roeca advises. “It also includes options for job-sharing or reduced hours without penalties and educational resources.” 

Lifesum’s survey reveals that women are open to various supportive arrangements: 72% are interested in flexible work arrangements, and 60.3% prefer designated leave days for menstrual and hormonal health. Additionally, over half (56.2%) of the women polled would like free sanitary products, while 29.8% would like access to wellness apps.

“Employers have a critical role to play in creating environments where women can thrive both physically and mentally,” Roeca says. “The fact that 70% of workplaces are not addressing these needs is a missed opportunity, not only for improving employee well-being but also for boosting productivity and job satisfaction. It’s time for companies to listen and take action on what is clearly a growing demand for change.”

A New Look at Nutrition

And although the majority of women surveyed (82%) are aware that a balanced diet and good nutrition can alleviate menstrual symptoms, Lifesum indicates that it’s just as essential for employers to understand the connection.

“Our hormones affect nearly every aspect of our well-being — mood, hunger, energy and fertility,” Roeca explains. 

The health eating app offers a Hormonal Health Program, which it says is one of its most popular features, particularly among Gen Z and millennial women. The program, currently used by employees at major employers such as Amazon, GE and PayPal, offers personalized advice on nutrition, exercise and lifestyle changes.

Lifesum Eyes Longevity

As consumers focus on their health and well-being, their commitment to wellness has extended to all areas of their lives, from travel plans to working environments. Employers are beginning to take note — and platforms like Lifesum are perfectly poised to transform work life for companies and staff.

The global healthy eating platform has grown its user base to over 65 million and recently acquired German biomarker testing company Lykon, in a move that underscores the interest in highly personalized nutrition. It’s a deal that Lifesum CEO Markus Falk believes will multiply the platform’s size — and quickly.

“By combining blood tests with world-class software design, we’ll achieve a level of personalization that’s just insane,” Lifesum CEO Markus Falk told Athletech News in an exclusive interview earlier this month. “We also see a rising demand for food connected to vitality and longevity, an area we’ll continue to explore.”

Fitness professionals can play a role in helping to address women’s health needs by integrating menstrual health and hormonal wellness education into their programs. By offering resources and creating supportive environments, they can help clients manage symptoms affecting energy and productivity. Designing specialized classes focused on women’s health and collaborating with wellness platforms may improve client experiences and attract a broader audience. 

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As people age, they’re more likely to be active but less likely to belong to a gym, health club or fitness studio, a new report suggests.

ABC Fitness released its Fall 2024 Wellness Watch report, which offers data on the fitness preferences of different age groups based on third-party consumer research. 

According to the report, Baby Boomers are the most active generation but younger people are much more likely to attend in-person fitness facilities.

The report shows an inverse relationship between a generation’s stated activity level and the likelihood of its members attending the gym: Gen Z considers itself to be the least active of any generation surveyed but has the highest percentage of gym, studio or health club users. Baby Boomers consider themselves to be highly active but are less likely to frequent gyms, clubs or studios. 

Of those surveyed, 80% of Baby Boomers consider themselves to be active, compared to 73% of Gen X, 76% of Millennials and 66% of Gen Z. 

However, 73% of Gen Z said they’re currently a member of or are using a health club, gym or studio, compared to 72% of Millennials, 54% of Gen X and 42% of Baby Boomers. 

It’s notable that, at least among those surveyed, Gen Z has more people who go to the gym than those who consider themselves active. That means there are at least some Gen Z-ers who belong to a gym, club or studio but don’t call themselves “active.”

Personal Training, Group Fitness & Wearable Preferences

Working out alone is the activity of choice for all generations, although Gen Z and Millennials are more likely to hire a personal trainer, with 38% of those surveyed in each group saying they use in-club personal training services.

Gen Z is the least likely of all age groups to take group fitness classes inside the club. Among those surveyed, only 27% of Gen Z members take group fitness classes, compared to 36% of Millennials, 40% of Gen X and 36% of Baby Boomers. 

All generations show a receptiveness to wearable technology – 56% of Gen Z said they use a fitness wearable, compared to 48% of Millennials, 56% of Gen X and 43% of Baby Boomers. 

Overall, ABC Fitness says the findings point to one universal – and reassuring – truth. People in all age groups are putting more emphasis on their health and wellness. 

“Although the general public has long recognized the importance of physical health, more recently we have seen a growing emphasis on staying active at every stage of life,” said ABC Fitness CEO Bill Davis. “The fitness industry must evolve to support people of all ages, creating a unique opportunity for gyms, studios and personal trainers to personally tailor and help more individuals through their services.”

Key Findings by Generation

The team at ABC Fitness compiled some key findings for each generation surveyed.

Gen Z (ages 18-24) tends to prioritize stress relief and mental health alongside physical fitness. Unsurprisingly, Gen Z tends to be more fickle than other age groups: 55% have been members of their gym, club or studio for less than 12 months.

Millennials (25-39) also prioritize mental health, and they tend to emphasize flexible fitness options that fit into their busy lives. Many Millennials balance traditional in-person gym activities with at-home fitness. 

Gen X (40-55) focuses on maintaining general activity and stress relief. They also seek efficiency and good value for time in their workouts. Gen X members who belong to a gym, club or studio tend to be highly engaged, with 30% visiting clubs more than 12 times per month. 

Baby Boomers (56-65) are the most active generation, and they tend to emphasize staying generally active and looking after their mental health. Boomers who belong to a gym are highly dedicated: 36% visit fitness clubs more than 12 times per month. 

Fitness Brands Race To Attract Gen Z

Fitness brands are racing to win over the hearts and wallets of Gen Z, which has shown a willingness to spend on health and wellness even if it means cutting back on other areas like entertainment.  

Gen Z is flocking to high-value, low-price (HVLP) gyms like Planet Fitness, Crunch Fitness and more, which are winning young people over with affordable membership fees, new strength training equipment and even workout spaces dedicated to filming content for social media. 

On the virtual fitness side, brands like Les Mills have tailored their programming and marketing to capture Gen Z consumers. Les Mills has even embarked on a project to help fitness brands recruit more young fitness instructors. 

Baby Boomers Go Virtual

On the other end of the spectrum, at-home fitness brands have sought to appeal to older generations like Baby Boomers, who continue to prioritize physical activity but often prefer to avoid the gym scene. 

Smart home fitness brand Tonal has made it a point to market the benefits of strength training to older populations. Last year, Tonal launched a series of “Ageless Strength” workouts designed for people aged 55 and older. 

Studies have also shown that regular strength training can offer powerful anti-aging benefits for older people, including improving balance, mobility and resistance to injuries. 

“I’m not going to say strength training is the fountain of youth — but it’s pointing in the right direction,” Tonal executive Matt Bean has told Athletech News. “Whether it’s the reduction in all-cause mortality, the extension of healthspan or even the age-related decline in muscle mass, strength, and bone density, it has become crystal clear just how important it is to resistance train.”

Download the full version of ABC Fitness’ Fall 2024 Wellness Watch here.

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Sleep is a cornerstone of wellness, impacting everything from recovery to mental clarity. The National Sleep Foundation reports that 35% of all adults in the U.S. sleep less than the recommended 7 hours per night. Now, a new study offers a simple yet effective strategy that personal trainers can use to help their clients enhance sleep duration: adding quick bursts of bodyweight strength moves before bedtime.

Published in BMJ Open Sport & Exercise Medicine, the study highlights the potential benefits of incorporating regular short bouts of bodyweight resistance exercises in the evening to improve sleep duration in healthy adults. Conducted by a team from the University of Otago, the research explored whether breaking up prolonged sitting in the evening with brief exercise sessions could positively impact sleep quantity and quality.

Sit or Move at Night?

To ensure the results were as accurate as possible, the study followed a standardized intervention protocol. Participants adhered to a strict diet on experimental days, consuming standardized meals before 2:00 PM. Fitted with ActiGraph GT3X+ accelerometers, participants wore these devices on their non-dominant wrists from the morning of the intervention day until 48 hours after, allowing the researchers to continuously monitor physical activity and sleep patterns.

The study was designed as a randomized crossover trial and involved 28 participants, most of whom were women, with an average age of 25.6 years and a mean body mass index (BMI) of 29.5 kg/m². Each participant experienced two distinct 4-hour scenarios, both beginning at around 5:00 pm, on separate evenings.

In the first scenario, participants remained seated for the entire 4-hour period, mimicking a typical evening of prolonged sitting. In the second scenario, participants’ sitting was interrupted every 30 minutes with a 3-minute session of bodyweight resistance exercises, including chair squats, calf raises, and standing knee raises with straight leg hip extensions. 

These exercises were performed in sequence, with each exercise lasting 20 seconds, repeated over three rounds, guided by a time-standardized video that ensured consistency and proper form.

Once these sessions concluded, participants returned to their normal routines. Their sleep was then tracked using the accelerometers and sleep diaries, providing valuable data on their sleep patterns and quality.

Impact on Sleep

The researchers focused on the secondary outcomes of the study, examining how the evening interventions influenced participants’ sleep and physical activity. They found that those who took regular breaks for bodyweight resistance exercises in the evening saw a modest yet statistically significant increase in their sleep duration. On average, these participants enjoyed an additional 29.3 minutes of total sleep time, with the actual time spent asleep increasing by about 27.7 minutes.

While sleep duration improved, other aspects of sleep quality—such as sleep efficiency, the time spent awake after initially falling asleep, and the number of times participants woke up during the night—remained largely unchanged compared to the nights of prolonged sitting. 

Additionally, these brief evening exercises didn’t seem to significantly impact participants’ physical activity levels in the 24 to 48 hours following the intervention. The results suggested that these simple activity breaks could extend sleep time without disrupting the overall sleep experience or daily routines.

“Given the current sleep hygiene guidelines, we were surprised to see such a positive impact on sleep,” said lead study author Jennifer Gale, a doctoral student of human nutrition at the University of Otago.

These findings suggest that integrating brief resistance exercise sessions into clients’ evening routines could be a simple, effective strategy to enhance sleep duration without negatively impacting sleep quality. This approach could be particularly useful for individuals with sedentary lifestyles who may benefit from improved sleep as part of a holistic approach to health and wellness.

However, while the results are promising, several limitations should be considered. The research only examined the effects of a single evening intervention, leaving the long-term impact of regular evening exercise breaks on sleep unclear. Additionally, the relatively small sample size and specific demographic—predominantly young women—limit the generalizability of the findings to a broader population.

The study focused exclusively on bodyweight resistance exercises, suggesting that future research could explore the effects of different types of physical activity, such as aerobic or stretching exercises, on sleep outcomes. More research is needed to understand the long-term implications and to explore the potential benefits across different populations and exercise modalities.

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A recent study has shed new light on the best types of exercise for patients with type-1 diabetes. The research, which focused on optimizing training for diabetic patients, reveals significant gender-specific differences in how men and women with type 1 diabetes respond to various forms of aerobic exercise.

The findings emphasize the need for tailored exercise programs to avoid potentially dangerous drops in blood sugar levels, potentially informing personal training program design.

Key Insights from the Study

Dr. Pooya Soltani from Staffordshire University, a lead researcher in the study, explained the motivation behind the research: “Diabetic patients often lack motivation to exercise as a means of managing their condition. One reason for this is that physical activity can lead to blood sugar drops, causing discomfort and demotivation. We investigated whether the type of physical activity could mitigate these blood sugar drops.”

The study involved 19 participants with type 1 diabetes who underwent two randomized trials to measure their glycemic and cardiovascular responses after engaging in interval and continuous aerobic exercise. Both exercise types were performed for 30 minutes on a treadmill, with interval aerobic sessions alternating between 1-minute intervals at 40% and 60% of estimated maximal oxygen consumption (VO2max), while continuous exercise was maintained at 50% of VO2max.

The study’s results indicated that while cardiovascular responses, perceived exertion and enjoyment levels were similar across genders and exercise sessions, there were notable differences in blood glucose responses between male and female participants. 

Men experienced greater reductions in blood glucose levels immediately after and 20 minutes following continuous aerobic exercise, as well as after interval exercise. In contrast, women showed reduced blood glucose values only after continuous exercise.

“Our study showed that for male patients, interval exercise, such as short bursts of walking, is preferable when starting with low blood sugar levels,” said Dr. Jorge Luiz de Brito-Gomes, a co-author of the study. “Conversely, continuous exercise, like running, is more suitable for those with higher initial blood sugar levels. These approaches can help prevent sudden blood sugar drops.”

He added, “For female patients, both interval and continuous aerobic exercise appear to be effective starting points. We hope these findings show that gender-specific recommendations should be considered for aerobic exercise prescription, especially for men with irregular physical activity levels.”

While the findings appear promising, it’s important to acknowledge the study’s limitations, which includes a small sample size (only 19 participants), limiting the generalizability of the results. Also, the study primarily examined immediate and short-term responses to exercise, such as blood glucose levels 20 minutes post-exercise. It did not explore the long-term effects. Finally, the exercise sessions were conducted in a controlled laboratory setting, which may not fully replicate real-world exercise conditions where various factors could influence blood glucose responses. 

This study emphasizes the importance of considering gender-specific responses when designing exercise programs for clients with type-1 diabetes and suggests that workouts should account for differences in blood glucose responses between men and women, with close monitoring of glucose levels to prevent hypoglycemia. 

Study authors encouraged health practitioners to monitor each client’s response to exercise closely and adjust programs as needed. While the research focuses on immediate effects, it is important for trainers to also consider the long-term impact of regular exercise on diabetes management to ensure consistent and safe physical activity.

See also: Need for Personalized Nutrition Protocols for People on GLP-1 Medications

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