The health and fitness industry has undergone seismic shifts in recent years, with its evolution showing no signs of slowing down. What was once a straightforward space — centered on exercise and physical training — has become a complex ecosystem where recovery, wellness, healthcare and even hospitality intersect. Gyms are no longer just gyms. They’re wellness hubs, community spaces and holistic destinations focused on helping people lead longer, healthier lives.

At the same time, consumers are redefining what they want from fitness. There’s a growing hunger for connection, fueling the rise of boutique studios and community-driven offerings even further. Combine that with the relentless waves of innovation — hybrid workouts, tech-driven tools, shifting trends — and we have an industry that never stands still.

For owners, operators and fitness professionals, it can feel as if the ground is constantly shifting. Just when you think you’ve got it figured out, the landscape changes again.

So how does one stay ahead of the curve? The answer lies in continuous learning.

For fitness professionals navigating an increasingly noisy and competitive field, reading the right books can spark new ideas, strengthen leadership and offer the tools needed to create exceptional experiences for their clients.

To help cut through the clutter, Athletech News turned to industry pros and asked for their recommendations on the “must-reads” for 2025. Whether you’re a gym owner, trainer or wellness entrepreneur, these books will inspire, educate and empower you as you take on the year ahead.

1. Fit Nation: The Gains and Pains of America’s Exercise Obsession by Natalia Mehlman Petrzela explores the evolution of America’s fitness culture over the past century. The book examines the commercialization of fitness, the role of technology, and the socio-economic factors influencing access to exercise, providing a comprehensive analysis of the complexities behind America’s pursuit of physical fitness.

Recommended by: Andrew Gavigan, fitness manager at Heimat Club, product inventor, business owner, and personal trainer

2. A New Earth by Eckhart Tolle explores the power of living in the present moment to achieve personal awakening and inner peace. Through mindfulness and awareness, Tolle inspires readers to embrace purpose, foster connection, and gain a deeper understanding of their role in the world.

Recommended by: Joanna Stahl, channel development executive at Daxco, founder of Go2Practice and group fitness instructor

3. Entrepreneurial You by Dorie Clark offers a clear and actionable roadmap for professionals seeking to leverage their expertise and create multiple income streams. Using real-world examples, the book details strategies for building a strong personal brand, diversifying revenue sources, and achieving lasting success in today’s ever-changing economy.

Recommended by: Petra Kolber, keynote speaker, best-selling author and consultant

4. The Creative Act: A Way of Being by Rick Rubin reimagines creativity as a way of life accessible to everyone, not just artists. Through insights on curiosity, mindfulness, and intuition, Rubin inspires readers to connect with their inner creative flow. He emphasizes that creativity arises from presence and openness, fostering a deeper connection to both the world and oneself.

Recommended by: Robert Sherman, consultant, master trainer and presenter

5. Dare to Lead by Brené Brown redefines leadership by emphasizing courage, vulnerability, and trust. Drawing on extensive research, Brown explores the importance of embracing discomfort, fostering authentic connections, and cultivating environments where honesty and empathy can flourish.

Recommended by: Julie Cartwright, president of Pvolve and brand and consumer marketing veteran

6. Emotional Intelligence by Daniel Goleman examines the vital role of understanding and managing emotions in achieving both personal and professional success. By focusing on self-awareness, empathy, and effective interpersonal communication, Goleman demonstrates how emotional intelligence enhances leadership, relationships, and decision-making.

Recommended by: Greg Niederlander, performance, fitness, and wellness specialist and consultant

7. Raving Fans: A Revolutionary Approach to Customer Service by Ken Blanchard and Sheldon Bowles presents a straightforward yet transformative approach to delivering exceptional customer service. Using engaging storytelling, the authors share practical strategies to turn customers into loyal “raving fans” by consistently exceeding expectations and providing outstanding service.

Recommended by: Tami Nealy, VP of communications at ISSA, influencer marketing and crisis communications expert and consultant

8. The Sht They Never Taught You: What You Can Learn From Books* by Adam Ashton compiles powerful lessons from a range of influential books, providing readers with practical strategies to address life’s challenges. Ashton distills key insights into actionable takeaways, guiding individuals on their journey of personal growth, success, and lifelong learning.

Recommended by: Jessica Maurer, fitness business growth consultant and speaker

9. The Soul of a Trainer by Thomas Plummer provides a heartfelt exploration of the fitness industry through the lens of personal growth, leadership and the deeper purpose of a trainer’s role. Combining practical advice with inspirational insights, the book encourages fitness professionals to embrace their mission of changing lives while growing both personally and professionally.

Recommended by: Derek Mikulski, national director of commercial sales at #Gibbon USA, product inventor and personal trainer

10. Profit First by Mike Michalowicz introduces a groundbreaking approach to business finances: prioritize profit first and spend what’s left. By reversing the traditional formula, Michalowicz offers actionable steps to manage cash flow, cut unnecessary expenses and create a sustainable, profitable business, ensuring financial health and long-term success.

Recommended by: Lisa Druxman, founder of FIT4MOM, speaker, author, and podcaster

11. No Rules Rules: Netflix and the Culture of Reinvention by Reed Hastings and Erin Meyer examines Netflix’s innovative corporate culture, which emphasizes flexibility and creativity. The book explores principles such as radical candor, trust over control and eliminating traditional rules to foster innovation, empowering teams to adapt and drive continuous business reinvention.

Recommended by: Matt Wright, VP of growth and development at Healthtrax Fitness and Wellness and founding partner of Earn Your Stripes

12. Essentialism: The Disciplined Pursuit of Less by Greg McKeown presents a transformative approach to productivity, focusing on the importance of prioritizing what truly matters. McKeown offers practical strategies to eliminate distractions, set clear priorities and accomplish more by doing less. It’s a guide to regaining control, discovering purpose and living a more intentional life.

Recommended by: Doris Thews, industry expert, keynote speaker and global educator

The post The 12 Books Every Fitness Entrepreneur Should Read appeared first on Athletech News.

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

Gyms & Studios

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

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

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

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

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

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

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

Fitness Equipment

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

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

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

Apps

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

Corporate Wellness/B2B

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

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

Nutrition & Supplements

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

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

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

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

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. 

The post Cadence Collective Launches To Monetize Participation Sports appeared first on Athletech News.

MADabolic, the strength training fitness franchise, is all about playing the long game. 

When most people approach a new fitness routine, they do so with aspirations of seeing immediate “gains” in the mirror. However, a workout regime with that mentality alone can inhibit meaningful outcomes. 

MADabolic strays from that norm, providing a uniquely scalable training experience that equips members with the tools to build their desired physique while also fostering durability, functionality and preparing them for a balanced lifestyle. 

“MADabolic’s training program is intentionally designed to build strength and long-term resilience,” said Kristi Wass, VP of Marketing at MADabolic. “While scalable enough to challenge former athletes and everyday fitness enthusiasts alike, we focus on building sustainable habits and training in a way that enhances everyday life. The purposeful programming keeps workouts engaging and effective over the long haul, and that consistency drives results.”

More Isn’t Better

In MADabolic’s eyes, many in the fitness industry need to redirect their attention. 

“Too often, cardio is overhyped and more is treated as better,” said Wass. “But effective training can be efficient. Each MADabolic workout is 50 minutes and includes five movements. The workout is designed to stimulate progression and results, enabling members to see continued growth over time.” 

The MADabolic protocol includes structured, strength-based programming. Rather than constantly introducing new exercises, the brand emphasizes variations on fundamental movement patterns and coaching clients to move well before building load. This, paired with the focus on time-based work intervals rather than number of reps, relays significant and sustainable fitness outcomes.

“Our view is rooted in basic fundamentals, but is in a sense countercultural,” said Wass. “Training to lift heavy things will make you stronger. You’ll find heavier kettlebells, dumbbells, and d-balls on our floor than you see in other group fitness concepts. Another distinct factor is how much our trainers focus on one-on-one coaching and quality of movement.”

Building Upward, Not Sideways

MADabolic encourages clients to strength train four days per week with the idea that results are born of ongoing adherence to a program that’s methodically structured toward a long-term goal.

“Anyone can work through an arbitrary number of reps and random, flashy movements to break a sweat,” Wass explained. “We prefer to take the road that’s built to teach skills and provide long-lasting benefits.” 

What happens on our training floor enables clients to feel continuously challenged through varied intensities and functional movements, even after years of training with us,” Wass added. “People joke about how the more you progress, the harder the workout feels, and there’s actually some truth to it; there’s continued growth happening here.”

The Shift is Happening

MADabolic’s alternative approach is beginning to catch on. The proven benefits and popularity of strength training from a general standpoint are supporting it as well. 

“Strength training and fundamental movement patterns are becoming more widely recognized for their value,” said Wass. “Strength is in our DNA; it’s not something we’re layering in over the top of our core programming, so MADabolic is positioned to continue to build momentum as a broader audience continues to take interest in an exercise program that will help them get more out of life.”

Longevity, the fitness industry’s other hot commodity, also aligns with MADabolic’s approach to quality over quantity. The brand’s commitment to structured strength training reduces injury risk and sets users up to continue enjoying their workout regimen for years to come. 

“As more people seek sustainable fitness solutions that prioritize strength and promote long-term health, MADabolic is perfectly positioned to meet that demand,” said Wass. “The same core beliefs we were born from over a decade ago ring just as true now as they did then. As many other fitness and wellness concepts are grasping to add more to their offerings, we’re pleased to double down on the thing we’re great at: helping everyday people gain strength and age athletically.” 

MADabolic currently has 35 units open and operating today. Another 8-10 are expected to open before the end of the year and another 60+ units are in development. 

“Over the next 18 months, you can expect to see many more MADabolic locations open across the country, both in new markets and expanding in our current markets,” said Wass. “The future is bright for strength and for our brand.”

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.

The post How MADabolic’s Strength-Based Interval Training Prepares Members for Long-Term Fitness appeared first on Athletech News.

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.

For all the talk about the pandemic changing the way we people work out, brick-and-mortar fitness is back and better than ever. However, fitness facilities must navigate changing consumer preferences like the rise of strength and functional training, cardio’s supposed decline, the desire for more community and rising costs spurred by inflation.

As part of DISRUPT, Athletech News’ can’t-miss video series, industry leaders took a look at these trends and more, with an eye toward how gyms and studios can build modern spaces that attract the fitness consumers of today while also remaining nimble to upcoming trends.

Topics of discussion included facility design and layout, equipment selection, value-adds like recovery services, and how to incorporate tech within the four walls.

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

Omni Fitness From Home to Gym: Connecting Your Consumer

• Adam Maloney, Regional Sales Director Canada / Eastern US, Echelon
• Tim Petzel, Purchasing Manager, Johnson Fitness & Wellness
• Jeff Shipman, Founder and CEO, Believe in Better Solutions
• Moderated by Edward Hertzman, Athletech News

Personal Training in the Wellness Era

• Raphael Konforti, Head of Fitness, 24 Hour Fitness
• John Bauer, Content Developer and Co-Host of “Trainers Talking Truths” podcast, ISSA

Build a Better Gym: Blueprints for the Future of Fitness

• Bryan Green, Founder and CEO, Aktiv Solutions
• Dana Milkie, General Manager, EGYM
• Greg Maurer, Vice President of Fitness and Education, Workout Anytime
• Loryn Huff, National Program Director, Midtown Athletic Club
• Moderated by Edward Hertzman, Athletech News

Less Is More: The Art of Fitness Facility Design

• Bryan Green, Founder and CEO, Aktiv Solutions
• Edward Hertzman, Athletech News

The Hybrid Fitness Revolution: When Going Digital Makes Sense

• Andy Peat, CEO, Fitness On Demand
• John Prior, Franchisee, Snap Fitness EMEA
• Dr. Steve Boring, Fitness Director, Rochester Athletic Club
• Sean Turner, CEO, Les Mills USA
• Moderated by Edward Hertzman, Athletech News

The Future Is Personalized: A New Era for Omnichannel Fitness

• Steven Webster, CEO, ASENSEI
• Neill Broome, Co-Founder, In Motion Wellness Studio
• Stephen Rossi, CEO, Alter
• Moderated by Eric Malzone, “Future of Fitness” podcast

The Fitness Center Reimagined: How Hospitality & Commercial Real Estate Spaces Are Innovating

• Danny Dulkin, VP of Development Services, Arch Amenities Group
• Kayode Agbalajobi, Director of Asset Management, Carr Properties
• Emlyn Brown, Global Senior Vice President of Wellbeing, Accor
• Moderated by Edward Hertzman, Athletech News

Growth Mode: How to Successfully Scale Your Fitness & Wellness Concept

• Jay Siano, Co-Founder, A. Jaybird
• Anne Mahlum, Founder, Solidcore and Back on My Feet; Co-Founder, A. Jaybird
• Moderated by Edward Hertzman, Athletech News

A Winning Feeling: The Art of Building a Top Fitness Brand with Tracy Anderson

• Tracy Anderson, Founder, Tracy Anderson Method
• Edward Hertzman, Athletech News

The post Watch Now: DISRUPT Gym of the Future Content appeared first on Athletech News.

A chance workout at a Body Fit Training (BFT) studio in New Zealand during an anniversary trip with his wife impressed both entrepreneurs and sparked their interest in pursuing Xponential brands more deeply. Fast forward, and they opened their first StretchLab location in Honolulu, Hawaii six weeks ago.

Raven and his wife – leveraging her background as a physical therapist – now hold licenses for three StretchLab locations in Hawaii. Their first studio launched in October 2024, and when asked why he chose StretchLab, Raven’s response was rooted in purpose and family.

“My wife’s experience as a physical therapist attracted us to the StretchLab brand as a way to bring health and vitality to our community and build something we could be proud of and believe in,” Raven explains. “Our kupuna (grandparents/elders) want to remain active, and I knew the science-backed approach of StretchLab would appeal to them in a way that’s not intimidating.”

Raven’s Honolulu studio is – coincidentally – the brand’s 500th location, a milestone not only for him but for StretchLab as a whole.

“We are delighted to mark 500 locations and break in as the first StretchLab located in Honolulu to bring the relieving power of assisted stretching to the community,” Raven says. “StretchLab has given my family the opportunity to open a business that is purpose-driven, community-centered and genuinely changes lives for the better.”

StretchLab Expansion as Demand for Wellness Solutions Soar

StretchLab, part of Xponential Fitness’s portfolio of boutique fitness brands, is aimed at offering consumers a way to enhance mobility, reduce injury risk and improve quality of life.

StretchLab members work with Flexologists in 25- or 50-minute sessions tailored to their needs. The services appeal to a wide audience, from active seniors to athletes, and even those simply looking to improve their day-to-day lives. The studio also integrates advanced technology, such as Physmodo MAPS, to track and customize client progress.

“There are no gimmicks or complicated equipment, just a simple, fresh solution for everybody, no matter why they enter our doors,” says Raven.

Clearly, they are onto something.

With studios in 45 states and international locations in Australia, Japan, Canada, Mexico and Kuwait, StretchLab has awarded 1,000 licenses worldwide, cementing itself as a leader in the wellness industry.

When the Ravens opened their doors, it quickly became clear there was a strong need for this type of service in Honolulu.

“The biggest surprise was the demand,” Raven recalls. “We weren’t prepared for the overwhelming number of calls, emails, walk-ins and referrals in the month we opened, so we were slightly understaffed. Our schedule was completely booked weeks in advance, so we had to quickly grow the team and consider opening the second studio sooner than expected.”

The Power of Support

Another key factor that drew the Ravens to StretchLab was the extensive support the brand provides to its franchisees. From site selection and lease negotiation to staff recruitment and marketing strategy, StretchLab ensures that franchisees have the resources they need to succeed.

Raven credits this support as a major factor in his smooth launch. “We also worked with a recommended advertising agency for pre-sale initiatives and achieved incredible results with a high volume of leads that enabled us to open the first studio cash-flow positive and financially ready to pursue studios two and three quickly,” he explains.

In collaboration with the brand, Raven also took a creative approach by leasing a short-term space in a popular mall near the studio’s location to generate leads during pre-sale. “The mall foot traffic generated lots of leads for us,” he shares.

Day-to-day operations have been another area where the brand’s support has made a difference. “With help from StretchLab I hired a Studio Manager to help open my first location,” Raven says. “We communicated daily, and I trusted him to execute on the day-to-day operations while I focused my efforts on the logistics of construction and community engagement.”

Impacting Lives Through Stretch

For Raven, the most rewarding aspect of owning a StretchLab has been the transformative stories he hears from clients.

“The experience has more than met my expectations, especially with the client testimonials we receive regularly,” Raven shares. “One of our members came in weekly for a stretch in preparation for climbing Kilimanjaro – and accomplished it! Other members have been able to participate in sports again like pickleball and play on the floor with their grandchildren – things that were not possible for them before regular stretches. Hearing these stories makes all the effort feel worth the time and investment, knowing we’re healing the community with every stretch and enabling members to live their best lives.”

When asked what advice he would give to someone considering opening a StretchLab, Raven emphasizes the importance of people management.

“Understand that your role as a franchisee is almost entirely people management,” he advises. “All that really matters is maintaining a happy and motivated team that you trust to execute on the priorities of the business.”

Raven says that part comes easy.

With StretchLab, the team can rally around the idea of being a health benefit to the community that’s making a real impact. The whole team hears heartwarming stories every day inside the studio, which is incredibly gratifying and motivating.”

The post 500 Studios Strong: A Franchisee’s Inspiring StretchLab Success Story appeared first on Athletech News.

Connected fitness is in flux – at-home brands like Peloton, Tonal and Hydrow have gained impressive followings but the jury is still out on whether they can continue to win new members now that people have returned to gyms and studios following the pandemic. 

Aviron believes it’s found a way to break connected fitness out of its rut: video games.  

Founded in 2018 by Andy Hoang, Aviron makes at-home workout machines including rowers, a bike and a treadmill, all of which allow users to play arcade-style video games while working out. 

If the likes of Peloton, Tonal and Hydrow represent the classic model of connected fitness – instructor-led workout classes for cycling, strength training and rowing, respectively – Aviron offers something new. 

“When you say the words ‘connected fitness,’ people think of classes. That’s synonymous with connected fitness,” Hoang tells Athletech News. “We’re doing it differently. Our unique value proposition is that we’re using gamification.”

The Case For Gamified At-Home Fitness

Hoang got the idea to create Aviron after buying a Peloton back in the day and realizing that while he enjoyed the brand’s classes, they weren’t enough to keep him motivated in the long run. He wanted something that could scratch his competitive itch.

Aviron does offer some instructor-led classes, along with guided scenic rides and the ability to stream content like Netflix while working out, but video games are the brand’s bread and butter. 

On its rowing machines, Aviron offers arcade-style video games including “Row Breaker,” where users smash bricks with every stroke, “Row to Riches,” where users battle pirate ships, or “Blaze Breakers,” where users save a burning building by spraying a water cannon. Similar games are available on Aviron’s Fit Bike and Treadmill.

Games on Aviron are adaptive, meaning what’s happening on-screen changes based on a user’s effort level on the machine. On the Fit Bike, users pedal faster or slower to achieve certain in-game targets, for example. 

Aviron games are available in multiplayer mode, so users can compete online against friends and other fitness enthusiasts for an added layer of competition. Users can also earn Aviron coins for completing workouts, unlock achievements and participate in monthly challenges. 

Aviron believes gaming makes fitness fun and challenging, motivating people to keep working out on its machines. The Toronto-based company might be on to something. Some studies have found that gamification strategies such as points or small financial rewards can encourage people to be more physically active. 

According to Aviron, 92% of its members are still working out on the brand’s machines after one year. The company has also seen 30% growth year-over-year and consistent monthly increases in membership. Aviron currently has around 50,000 active members globally, it reports.

“Our churn numbers and our engagement numbers are always higher than our competitors,” Hoang says. 

Somewhat surprisingly for a gaming fitness brand, Aviron’s customer base is split nearly 50/50 between males and females. And the brand’s core customer demographic is between 35 and 55 years old, so it’s not just Fortnite-obsessed Gen Z kids that enjoy gamified workouts. 

Given the broad appeal of gaming, Hoang believes Aviron has a bigger total addressable market (TAM) than traditional connected fitness brands that focus on streaming workout classes. 

“If you look at the number of people who are interested in instructor-led classes in North America and you can compare that to how many people play video games on their mobile devices, it overshadows it by 400% or 500%,” he notes.

Don’t Write Off Connected Fitness Just Yet

As Aviron looks to compete with the big boys of connected fitness, it will do so in an uncertain market market for at-home workouts. Brands like Peloton and Tonal have highly dedicated user bases but have experienced some financial struggles and executive upheaval since the pandemic subsided. 

Despite some of the negative headlines surrounding connected fitness, Hoang believes the segment is still on an upward trajectory, even if COVID threw a monkey wrench into things by creating an artificially high demand for at-home workouts, causing some brands to grow too quickly for their own good. 

“It’s still a huge market, so there’s a huge opportunity,” he says. “Peloton had raised a billion dollars before COVID even hit, so this industry has (always) been on an upward trend.”

Assuming the market for at-home fitness continues to grow, Aviron could be well-positioned thanks to the first-mover effect. While other brands offer gamified cardio machines, most of them stick to one modality, whether that’s cycling or VR. Aviron, by contrast, covers rowing, biking and treadmill running, giving it access to a wider pool of fitness enthusiasts. The brand also recently introduced dumbbells, adding a strength training component to its lineup in line with industry trends. 

Looking ahead, Hoang says Aviron will look to expand its product lineup to include not just new fitness modalities, but multiple machines for each modality at different price points.  Aviron gave a sneak peek into what may be coming on that front in 2023 when the company launched the StrongGo, a less-expensive version of its flagship rower. 

“We’re going to continue expanding but it’s not just expanding breadth-wise, it’s expanding depth-wise,” Hoang says. “It’s not just expanding your product line horizontally, you need to expand it in a way that you can appeal to people who have huge budgets or people who don’t want to spend a lot.” 

The post Can Gaming Save Connected Fitness? Aviron Thinks So appeared first on Athletech News.

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

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

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

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

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

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

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

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

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

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

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

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

The Ultimate Performance Difference

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

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

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

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

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

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

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

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

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

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

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

The post London-Based Ultimate Performance Gears Up for US Expansion appeared first on Athletech News.

Experiences have become a cornerstone of consumers’ well-being, with studio fitness categories like boot camp, yoga and Pilates driving attendance and membership levels beyond 150% of their pre-COVID benchmarks.

This demand for in-person activities reflects a growing desire to reconnect with others. Beyond physical fitness, these activities deliver a mental health boost by fostering social interaction and connection, and for many discovering a new studio or class isn’t just about working out — it’s about forming meaningful relationships and building a lifestyle.

In response, ClassPass has strategically capitalized on this growing demand, expanding into new verticals to meet the evolving needs of its members. The launch of Five Iron Golf, along with new categories such as pickleball, hot yoga and outdoor activities showcases the brand’s commitment to innovation. These offerings invite members to explore trending activities and discover fresh ways to stay active. 

Beyond fitness, ClassPass’s wellness vertical has experienced remarkable growth since the introduction of spas and salons on the platform in 2018. Today, members enjoy global access to over 20,000 wellness businesses, with more than 30% incorporating services like massages, facials and acupuncture into their routines.

“These trends underline a broader shift in how people approach wellness — it’s no longer just about physical health but about balance and self-care across all aspects of life,” says Zach Apter, Chief Marketing Officer at Mindbody, which now owns ClassPass. “We’ve positioned the ClassPass membership to be an investment in overall well-being, providing a wide variety of experiences that meet people wherever they are on their wellness journey.”

Community at the Core

ClassPass has also strategically tailored its offerings to foster social engagement alongside wellness.

“Community plays a key role in this evolution,” Apter explains. “Many of our members seek experiences that foster connection, whether it’s bonding with others in group fitness classes or exploring a shared interest like hiking. By broadening our offerings, we’re helping members integrate social and self-care experiences into their routines, providing opportunities to connect with others while prioritizing their health and well-being. Wellness isn’t just personal — it’s also about building relationships and finding belonging in a shared journey toward a healthier lifestyle.”

ClassPass’s expanded offerings have reshaped how members engage with the platform.

“Members are no longer just booking a single class or service — they’re curating an entire lifestyle on the platform,” adds Apter.

Strategic Growth Driven by Data & Feedback

When asked how ClassPass identifies new verticals, Apter outlines the company’s deliberate, data-driven approach.

“We’re a two-sided marketplace so anything we offer needs to work for both our members and our partners. We use member feedback, market research, and data insights to identify which services make sense for our audience, and then we make sure the suppliers of those services will benefit from liquidating their excess capacity via the ClassPass audience, without impacting their direct businesses.”

While ClassPass has grown into a multifaceted platform, its roots in fitness & wellness studios remain vital.

“ClassPass’s expansion into diverse verticals has strengthened its relationship with fitness and wellness partners by driving additional member engagement and retention,” Apter notes. “The more diverse experiences we provide, the more opportunities people have to explore and enjoy a variety of activities, which creates a retentive effect. This rising tide lifts all boats: members who stay longer on the platform continue to spend with the providers they’ve discovered over time.”

For fitness and wellness studios, this means consistent exposure to new customers and sustained loyalty from returning members.

Food and Beverage: The Latest Vertical

ClassPass recently began testing food and beverage offerings in select U.S. markets and neighborhoods. This expansion has already achieved immediate traction, with more than 20% of members purchasing these options and over 80% making repeat purchases.

“This expansion goes beyond just fitness and wellness — it’s about creating a richer, more integrated lifestyle for our members,” said Apter.

As ClassPass evolves into a comprehensive wellness platform, its vision remains steadfast: to provide members with a wide variety of experiences that support their well-being while helping local businesses thrive.

“What we’ve proven at ClassPass is that our members have an insatiable demand for discovering new local experiences and that local businesses consistently seek cost-effective ways to reach new audiences and move their excess capacity,” Apter concludes. “While fitness remains a cornerstone of what we offer, the success of categories like wellness, beauty, and now food and beverage, demonstrates limitless potential for growth as we broaden our offerings.”

The post More Than Fitness: How ClassPass is Building a Holistic Lifestyle Platform 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.

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.

Fitness franchising brings to mind images of independent owner-operators and small-business success. In the post-COVID world, though, the space might be better summed in a few words: “go big or go home.”

During ATN’s DISRUPT video series, three leading investors in the fitness and wellness space – Jon Canarick of North Castle Partners, Marc Magliacano of L Catterton, and Robbie Shapiro of York Capital Management – gave their thoughts on the dynamics shaping the fitness franchising industry, including the rise of consolidation.

ATN breaks down key moments from their conversation, including why the trend of franchise consolidation might be here to stay, current market dynamics, and which fitness modalities are poised for growth in the years ahead. 

Large Franchise Groups Take Control

The fitness franchising space has been marked by consolidation since the COVID-19 pandemic, with large, cash-rich franchisee groups buying up smaller operators to create massive portfolios of gyms and studios. Crunch Fitness, Anytime Fitness and Planet Fitness have all seen private equity-backed franchise groups enter their systems in recent years, acquiring dozens of gyms in one pop. 

Investors expect to see this trend continue in the years ahead, especially since large franchise groups tend to see quick success in terms of expansion. 

“Consolidation is among us,” said L Catterton’s Magliacano, noting that generally, “large, sophisticated, franchisee groups perform very well.” 

“The data is just telling franchisors to help facilitate ongoing consolidation of their franchise groups,” he added.

The rise of so-called “HVLP 2.0” gyms could accelerate the consolidation trend in the years ahead. 

HVLP 2.0 gyms represent the next evolution of high-value, low-price gyms, offering premium amenity sets like group fitness classes, recovery services and top-shelf strength training equipment at monthly price points that are at or near traditional “HVLP 1.0” gym concepts like Planet Fitness. 

Crunch Fitness, Chuze Fitness, EōS Fitness and Vasa Fitness generally fall into the HVLP 2.0 category, although the definition is somewhat loose. Generally, HVLP 2.0  gyms are more expensive to build and maintain than HVLP 1.0 concepts, which can make it cost-prohibitive for individual franchisees to get in on the action. 

To control costs and logistics, many HVLP 2.0 brands opt to stay corporate-owned rather than sell franchises. North Castle Partners’ Canarick noted an interesting phenomenon  – virtually every major HVLP 2.0 brand is corporate-owned, with the exception of Crunch Fitness.

For Crunch, consolidating its gyms into the hands of a few large franchise groups offers a way to compete with the likes of Chuze, EōS and Vasa on the operational side while still tapping into the economic and expansionary benefits of a franchise model. 

“Where Crunch is evolving is to sort of lean into the fact that you do really need sophisticated management teams (and) more concentration of ownership. … So they sort of mimic, almost, the corporate-owned model,” Canarick said. 

A Tougher Market in General 

High-performing fitness brands are still able to obtain growth capital when the conditions are right, but overall, investors say the market is less receptive to franchising than it was before the pandemic. 

“The post-COVID world is very different for a whole host of reasons,” said York Capital Management’s Shapiro. “(The) pattern of daily life has changed, but also inflation and higher interest rates. So it’s a much more difficult operating environment today than it was five years ago.”

Besides macroeconomic factors, Magliacano noted that entrepreneurs are generally less interested in becoming fitness and wellness franchisees than they were before the pandemic, with COVID’s deleterious effects on the fitness industry still fresh in people’s minds.

“Today, trying to find franchisees that are ready, willing and able to lean in with their wallets is a very different proposition than it was pre-COVID,” he said. 

Canarick also pointed to the rise of at-home fitness during the pandemic as a factor that makes it more difficult for brick-and-mortar franchise brands to compete for investment dollars. While connected fitness brands like Peloton might be struggling financially, there’s no denying that at-home fitness is a bigger part of consumers’ exercise routines than it was pre-pandemic. 

“For all of the negatives around Peloton and all their struggles, they still have an enormous market share of daily workouts, much higher than it was before COVID,” Canarick said. 

Pilates, Strength Training Soar

It’s not all doom and gloom, though. The fitness and wellness industry is still generally growing, even if current macroeconomic conditions and lingering memories from the pandemic have created challenges for operators and investors. 

Asked which fitness modalities and concepts are poised for growth in the years ahead, investors pointed to some familiar trends. 

“I think, without question, the highest growth segment in boutique fitness is Pilates in its various forms, mostly machine-based Pilates,” Canarick said, adding that high-intensity interval training (HIIT) also “continues to be very successful.” 

Indoor cycling, on the other hand, is “a massive laggard” post-pandemic, he noted. 

Magliacano pointed to the rise of strength training in gyms, clubs and studios around the world. 

“When people say, ‘Follow the science,’ the science is saying strength is where you need to be,” he said. You want longevity, you want mobility in your older years? It is all about strength.”

On the flip side, “cardio-based concepts are going to struggle,” he said. 

Magliacano also expects to see tech and AI become a bigger part of the gym experience moving forward. This could be bad news for human personal trainers, he believes. 

“I think in the next 5, 10, years in the U.S., you’re going to see transformative changes within gyms, where technology and AI – and personalization of training programs – is going to take place,” he said. “Unfortunately, I believe that personal training from a human perspective will be under review, frankly, just to say it nicely.”

Shapiro pointed to the rise of wellness and recovery franchises, which offer services ranging from stretching and IV therapy to beauty services like Botox. 

“Anything that makes people feel better, feel younger, recover faster,” he said. ”There are huge demographic tailwinds with the aging population in the United States, so we’re very bullish on recovery services.”

The post Consolidation Is Here To Stay in Fitness Franchising, Experts Say appeared first on Athletech News.

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

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

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

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

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

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

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

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

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

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

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.

Planet Fitness’ strategy under new CEO Colleen Keating is starting to take shape, and at least some analysts are confident the low-price gym giant will be able to reassert its dominance in 2025, buoyed by a revamped marketing plan and a shift to more strength training equipment. 

In an equity research report published Friday, analysts from TD Cowen expressed optimism in Planet Fitness’ future under Keating, who took over in June at a pivotal time for the high-value, low-price (HVLP) gym brand.

The analysts said they met with Planet Fitness’ executive team including Keating, chief financial officer Jay Stasz, retiring CFO Tom Fitzgerald, and vice president of investor relations Stacey Caravella, and that the meeting “re-affirmed our confidence” in the gym brand’s stock as a “buy” for 2025. 

“We expect changes around marketing, messaging, box lay outs, and franchise economics to reaccelerate openings, members, and comps growth,” the analysts wrote. “Progress will take time, but we expect a better 1Q, and are encouraged by the price transition.”

Just before Keating took over, Planet Fitness in May raised the price of its Classic Card membership from $10 per month to $15, its first price hike in nearly 30 years. 

Planet Fitness is still the largest gym chain in the United States with over 2,000 locations and around 20 million members, including a sizable Gen Z contingent. However, the brand is facing increased competition from low-price gyms including Crunch Fitness, EōS Fitness, Chuze Fitness and Vasa Fitness, which have won over a certain portion of the fitness population by offering amenities like group fitness classes, recovery services and premium strength training equipment at price points at or near Planet’s $15/month offering. 

Marketing to Gym-Goers

To fend off competition from those brands, Keating has made revamping Planet Fitness’ marketing strategy a top priority. This includes focusing on fitness over fluff, and positioning Planet as a brand for serious gym buffs. 

“We’re beginning the shift to communicating the high value of a Planet Fitness membership versus primarily focusing on our low price and using our marketing to demonstrate the breadth of high-quality top-tier equipment in our club,” Keating explained during a Q3 earnings call last month.

TD Cowen analysts noted that Planet Fitness execs are aligned on delivering a marketing message that’s focused on “getting people off the couch” and into the gym. In line with Keating’s comments, the brand will also focus on “dispelling the perception members can’t advance their fitness journey at its gyms,” the analysts wrote. 

New marketing tactics include touting the quality of Planet Fitness’ workout equipment, especially its strength training offerings. In a recent social media campaign, the brand compared its dumbbells to those of an “overpriced competitor gym,” noting that both pieces of equipment weigh the same and will get you the same results, but a Planet Fitness membership is cheaper. 

Similar marketing initiatives will be implemented this month and over the first quarter of 2025 across social media and on TV, the analysts said. They caution, however, that Planet Fitness is still searching for a new chief marketing officer, who will want to “put their stamp on the business,” so the brand’s marketing strategy could evolve.

Strength Training Shift

To match its new marketing ethos, Planet Fitness is also changing the look and feel inside of its gyms, notably by embracing strength training and cutting down on cardio. TD Cowen analysts noted that the brand is tweaking the layouts of its gym floors to include “a better mix of on-trend equipment.”

According to the report, Planet Fitness gyms around the country are gradually adding more strength training equipment, including free weights, and removing some cardio machines, eyeing a 50/50 split between the two modalities. That move follows industry trends as gym-goers, especially young people and women, flock to strength training.

“This should improve the member experience by increasing equipment relevance and reducing wait times,” the analysts wrote. 

In the long term, Planet Fitness execs are also looking to improve franchise economics to drive more gym openings in the years ahead. That includes lowering build-out costs for new gyms by around 10%, making it cheaper for franchisees to buy and maintain equipment, and increasing revenue through the Classic Card price increase, per the TD Cowen report.

Overall, the report is positive on Planet Fitness’ outlook ahead of a pivotal January –  the brand’s first with its new $15/month pricing structure. TD Cowen predicts that Planet will add around 1.1 million net members in the first quarter of 2025.

“We expect a strong 1Q, but net member growth could look different from prior years as it will be the first 1Q with a higher price point,” the analysts wrote. 

The post Planet Fitness Poised for Strong 2025, Analysts Say appeared first on Athletech News.

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

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

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

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

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

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

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

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As the New Year approaches, gyms and fitness facilities everywhere are gearing up for what many in the industry affectionately call “fitness season.” With a wave of new members and returning guests kickstarting their resolutions, this is the perfect time for gym owners to consider a simple refresh — not just in programming and promotions, but in the overall design and layout of their space.

A gym refresh doesn’t have to be an extensive overhaul. In fact, a well-thought-out redesign can make a significant impact by focusing on key areas that improve both member experience and operational efficiency. Members walking through your doors in January are full expectations. Meeting those expectations with a space that’s functional, aesthetically appealing and forward-thinking can set your gym apart.

The foundation of any refresh starts with evaluating your layout. Member-centric design is crucial – it’s not just about fitting in more equipment but creating intuitive zones that encourage a smooth flow of movement.

The trends toward functional and strength training are not going anywhere. Consider thinning out your cardio equipment to make space for large, dynamic training. If you have a budget for some new equipment, a smart move is to put that toward multi-functional equipment that can facilitate varied workouts for several members at once.

If you don’t have a space for wellness and recovery, it’s time to add one, and the best placement is front and center. Consumers expect and demand this type of space so don’t be shy about it. A good place to start can be multi-functional massage chairs, handheld tools such as percussion massage guns and compression therapy devices. If budget allows, consider infrared sauna, cryotherapy and cold plunges.

Tech Integration and Sustainability

In 2025, technology integration will continue to be a defining trend in fitness spaces. Gym-goers now expect tech-enabled features at every turn. From digital signage that provides dynamic updates on class schedules and fitness tips to smart equipment that syncs with wearables, investing in technology can elevate your facility to meet the needs of today’s tech-savvy members. Even simple additions like charging stations for smartphones and wearables can make your space feel more accommodating and modern.

Another consideration is the sustainability of your facility. Eco-friendly design elements, like energy-efficient LED lighting, touchless water stations and recycled flooring materials not only appeal to environmentally conscious members but can also reduce long-term operational costs. Today’s members notice these details, and many actively choose gyms that align with their values.

Inclusivity is another area where thoughtful design can make a big difference. Ensuring that your equipment and spaces are accessible to members of all abilities can foster a more welcoming environment.

A Place for Connection

When refreshing your gym’s design, don’t overlook the power of aesthetics. A vibrant, modern color scheme paired with purposeful lighting can create an inviting atmosphere. Consider adding motivational wall graphics, local artwork or branding elements that tell your facility’s story. These visual touches not only energize the space but also make it Instagram-worthy, giving your members another reason to share their experience and promote your gym organically.

Finally, think about how your space can foster connection and community. Social hubs, like lounge areas or smoothie bars, can encourage members to stick around after their workout and interact with others.

Refreshing your gym design for 2025 is more than just a New Year’s task – it’s an opportunity to align your space with the evolving expectations of your members. By prioritizing functionality, technology, inclusivity and aesthetics, you can create a dynamic and engaging environment that keeps members coming back long after their resolutions fade. And in today’s competitive fitness market, that’s the kind of upgrade that pays off.

The post A Fresh Start: How to Refresh Your Gym Space for the New Year appeared first on Athletech News.

As personal trainers and fitness instructors prepare for the new year, taking stock of their insurance coverage is a critical step toward safeguarding their businesses. Whether leading online classes, training clients in homes, or working in varied locations, evolving risks require a solid plan for risk management.

“For fitness professionals, there are two coverages that are key to protecting your business: general liability and professional liability,” says JoAnne Hammer, CIC, program manager at Insurance Canopy. “While these two coverages may be purchased separately, the best protection comes when these coverages are combined in the same policy. This helps improve claim processing time and will reduce your cost for insurance.”

Hammer encourages fitness professionals to close out 2024 with an insurance audit, and prepare as best as possible for the New Year. 

The Risks Fitness Professionals Face

Fitness professionals encounter unique challenges that can lead to costly claims. As new exercise formats and equipment are introduced, the potential for injuries increases. According to Insurance Canopy’s internal data, the top claims filed by personal trainers include:

• Slips, trips and falls (50%): A $62,059 claim covered after a client tripped over a BOSU ball during group training and required shoulder surgery.
• Damage to personal gear and equipment (25%): A $2,000 claim covered after a student accidentally knocked over a cabinet, damaging streaming and lighting equipment.
• Professional errors (15%): A $61,045 negligence claim covered after a trainer failed to accommodate a client’s medical history, resulting in injury and hospitalization.

Beyond these risks, Hammer highlights an often-overlooked area of coverage for fitness professionals who work in varied environments.

“One coverage that fitness trainers may not consider is Inland Marine, or coverage for your tools and equipment,” she explains.

“Many insurance companies offer a coverage called Business Personal Property, which only covers your tools and equipment that are located at your place of business. If you train at a variety of locations and bring your equipment with you, this coverage will not cover losses to your equipment when it is away from your main location. Inland Marine coverage goes where you do to more fully protect your investment in your training equipment.”

Staying Ahead of Industry Growth

The fitness industry has undergone significant changes in recent years, with trainers adapting to new formats and environments that require more professional education. According to Insurance Canopy’s data:

• The number of online instructors has grown 20% since 2021, reflecting a steady rise in virtual training.
• Trainers increasingly teach in diverse settings, such as community centers, public spaces, and senior living facilities, which add layers of risk.
• Fitness injuries occur at a rate of approximately 1.8 injuries per 1,000 training hours, underscoring the importance of liability waivers and adequate coverage.

“We monitor insurance trends, competitors and industry trends to make certain that we are providing a top-of-the-line insurance product at the best price possible,” Hammer says. “By monitoring trends in the fitness industry, we can make certain that new training techniques are covered in your insurance policy coverage, keeping your policy as up to date as your workouts.”

As fitness professionals adapt to industry changes—whether expanding into virtual training or operating in diverse locations—insurance needs are evolving too. Conducting a thorough review of your policies is a practical step to mitigate risks and ensure your business remains resilient in the face of unforeseen challenges.

The post New Year, New Risks: Are You Covered? appeared first on Athletech News.

As 2024 winds down, Tonal isn’t taking a beat. The smart home gym leader is reaffirming its impact on the fitness and longevity industry, reminding the world of its transformative power.

With a fresh ad campaign highlighting its role in the pivot away from cardio-heavy training methods, the upcoming launch of the world’s first Tonal Training Lab in January 2025—complete with a pop-up experience for devotees to train with Tonal coaches in person—and the leadership of a new CEO, Tonal has laid the groundwork to charge into the new year with momentum.

Earlier this fall, the smart home gym company announced that its chief, Krystal Zell—a Harvard Business School grad and one of the few female CEOs in the fitness industry—would be stepping down. Her tenure, which began in April 2023, coincided with an influx of $130 million in new funding as she course-corrected Tonal following the challenges many fitness companies faced in the post-pandemic landscape and put the brand on the map for its AI-driven, hyper-personalized strength training experience.

Citing a desire to recharge and spend more time with her family, Zell has handed the reins over to Darren MacDonald. A dedicated Tonal member and a seasoned business executive, MacDonald brings over 20 years of experience in global digital strategy and business development.

Now settled in as CEO, MacDonald opened up to Athletech News to share his vision for Tonal’s future and what’s on the horizon.

Home Gym Revival

Although competition has heated up in the home-based strength training space, MacDonald is firm that Tonal is truly redefining the strength training experience in several ways, including delivering proven results through thousands of coach-led workouts, both on-demand and live, all within the comfort of home.

While in-person fitness studios and gyms may have seen a surge in activity post-pandemic, Tonal has become an anchor for many at-home fitness fans due to its interactive and intuitive nature, giving rise to home gyms.

“Our system is smart, effective and efficient, combining advanced digital weights with personalized, AI-driven coaching that intuitively adapts to each person’s fitness level,” he says. “This means you’re building strength faster and breaking through plateaus without the mental load.”

He adds that one of the defining factors of Tonal is its relentless focus on advancing strength training capabilities, with its performance team continuously researching, testing and refining the features Tonal can deliver.

“Tonal doesn’t just track your progress; it analyzes it in real-time, collecting 50 data points per second to predict the best weights and offer precise coaching cues,” MacDonald explains.

The data, science and personalization behind Tonal’s approach isn’t just marketing speak. The results its smart home gym delivers are profound, with members regularly sharing before-and-after pictures in a Tonal Facebook group. It’s not uncommon to see members proclaiming that they’re in the best shape of their lives, even well beyond their twenties.

That could explain why Tonal boasts over 90% of members remaining active after a year, according to MacDonald.

Data-driven Innovation

As data remains central to Tonal’s mission, not a bit of it goes to waste. The smart home gym company takes a granular strategy with its State of Strength report, which draws insights from over 175,000 members, analyzing their routines, goals and fitness trends.

“This data informs future features, helps us tailor workouts and guides our performance team in creating impactful programs,” MacDonald says.

The latest report, he points out, revealed that Tonal members often skip leg day despite its well-known benefits. Such insights will help Tonal design workouts that better integrate lower-body training, ensuring members achieve balanced, full-body strength.

“We believe that this data set is the largest strength database in history and it powers the innovation that we bring to the market in ways that others simply cannot,” he adds.

To that extent, MacDonald reaffirms Tonal’s laser focus on advancing its technology to support the pursuit of long-term health.

“We feel like we’ve developed far and away the best strength product in the market and believe there is so much we can do to unlock software and hardware to help our members attain the strength goals they seek,” he says.

A Hint of What’s to Come

Looking ahead, Tonal intends to expand its distribution through partnerships, roll out software that further enhances the value for its members and enter new markets.

MacDonald remains tight-lipped about the upcoming partnerships in the works, but he reveals that one on the horizon is with a highly respected organization focused on improving heart health.

“Strength training is instrumental in cardiovascular wellness, so this partnership is meaningful for our team and aligns with our data on the health benefits of strength,” he says.

Last month, Tonal partnered with Truemed, a platform co-founded by Calley Means that makes it simple to use Health Savings Account (HSA) and Flexible Spending Account (FSA) funds for health-related purchases. The collaboration gives U.S. customers the opportunity to purchase a Tonal while saving up to 30%.

The post Tonal’s New CEO Shares His Vision for Growth and Innovation appeared first on Athletech News.