Life Time, renowned for its amenity-rich luxury clubs where waitlists are the norm, has unveiled findings from its annual health and wellness survey, offering a glimpse into what 2025 may hold for fitness and wellness consumers.

More than 1,350 individuals (both general consumers and Life Time members) participated in the survey, which was conducted from December 11 to December 23. 

Here are some key takeaways from Life Time’s 2025 Wellness Survey:

According to Life Time’s findings, things are off to a good start when it comes to consumer interest in health and fitness. Notably, 74.7% of respondents plan to prioritize their health in 2025—a nearly 20% increase from 2024.

Building strength emerged as a top goal for the third consecutive year, followed by improved nutrition, increased physical activity and weight loss.

Ahead of 2025, Life Time discovered that over half of respondents (69.1%) plan to increase their time spent in the sauna or try it for the first time in the new year. On the other hand, 42.4% expressed interest in using ice baths or cryotherapy, while 50% are looking to explore assisted stretching services.

Regarding GLP-1s, over half (60.8%) believe weight loss medications have the potential to improve overall health. It’s an area Life Time has invested in with the launch of Miora, which is centered on longevity, weight loss and performance protocols and offers weight loss medications.

Well over half (59.5%) of respondents reported taking a daily supplement, with protein powder, multivitamins and vitamin D being the most popular choices. Regarding new nutrition and wellness trends, nearly half (48.6%) said they prefer guidance from certified professionals.

When it comes to fitness apps, most respondents use them primarily for workouts, followed by data tracking, nutrition and meditation.

Finally, survey participants identified strength training as their preferred workout method, slightly edging out cardio-focused workouts.

“People of all ages are realizing the benefits of strength training and recovery by making it a priority in their routine,” said Danny King, Life Time’s director of recovery and performance. “At Life Time, we’re continuing to expand the size of our strength training spaces and recovery zones on our exercise floors, prioritizing equipment that fits a variety of body types and doubling down on our digital content.”

King also noted Life Time’s complimentary digital app, which makes it easy for users to discover strength training routines and coaching.

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Reebok is making a return to the golf world by partnering with Bryson DeChambeau and Crushers GC, a team in the LIV Golf League. The long-term collaboration designates Reebok as the official apparel and footwear sponsor for DeChambeau and his team. This partnership marks Reebok’s re-entry into the Performance Golf category, with plans to launch new products and initiatives.

Starting in March 2025, Reebok will introduce DeChambeau as the face of its Golf apparel and footwear line, including the debut of Nano Golf, a new on-course performance shoe. The Crushers GC team, which includes Paul Casey, Charles Howell III, and Anirban Lahiri, will compete in head-to-toe Reebok gear. Fans can also purchase official team kits, featuring polos, outerwear, pants, shorts and golf shoes, on Reebok’s website and at LIV Golf events.

Bryson DeChambeau, a two-time major champion spoke about the partnership. “Reebok aligns perfectly with our vision for the future of golf,” said DeChambeau. “We’re eager to push the sport to new heights and broaden its appeal to a global audience.” DeChambeau has achieved 13 professional wins, including two individual titles in the 2023 LIV Golf League season, and had a record-breaking 58 in the final round at The Greenbrier.

Reebok and DeChambeau also plan to launch digital campaigns and community activations to make golf more accessible. These initiatives will include affordably priced products and outreach programs to support individuals with limited access to the sport. DeChambeau’s curated collection, “Bryson’s Picks,” featuring his favorite training gear, will be available ahead of the official golf line launch.

Todd Krinsky, Reebok’s CEO, highlighted the brand’s goal to move beyond traditional golf norms. “Bryson has brought fresh energy to the game, and we’re thrilled to work together to reintroduce Reebok Golf with a contemporary perspective,” Krinsky said.

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The global wellness market is projected to grow to nearly $9 trillion in 2028 as consumers embrace new ways of living, moving and being.  

This is good news for the fitness industry, which is enjoying increased foot traffic at gyms and strong member engagement numbers, although getting more Americans involved in fitness remains a vexing problem.

The rise of longevity services, GLP-1 weight-loss drugs and holistic wellness presents massive opportunities for fitness brands, but also exposes the industry to increased competition from new entrants. Meanwhile, the popularity of strength training is reshaping the way gyms look across the globe, while the rise of AI begins to transform the way fitness brands do business.

To get you ready for a new year, Athletech News breaks down the top fitness and wellness trends to watch in 2025:

• 

  Longevity & Recovery Become Big Business

  The longevity movement took off in 2024 as medical professionals, influencers and everyday wellness enthusiasts alike became enthralled with the idea that scientific breakthroughs and lifestyle choices can help people live better, for longer. 

  Amid this backdrop, longevity and recovery services are steadily making their way inside gyms, health clubs and studios. High-end brands like Life Time and Equinox now offer their members access to services including weight-loss support, biomarker blood testing and personalized health plans (for an extra fee), pushing us closer to a reality where the gym replaces – or at least competes with – the doctor’s office. 

  On the more modest end of the pricing spectrum, high-value, low-price (HVLP) gym chains including Crunch Fitness, Chuze Fitness, EōS Fitness and others are adding recovery modalities like infrared saunas, along with “recovery rooms” stocked with massage guns, massage chairs and more. With premium memberships at HVLP gyms available for $40/month or less, it’s becoming easier than ever to get a holistic wellness experience at your local big box. 

  The rise of longevity isn’t relegated to gyms and studios, either. Wellness and longevity centers are popping up across the United States, offering everything from GLP-1s to cryotherapy to testosterone replacement therapy (TRT). Restore Hyper Wellness is the leader with over 200 locations, but emerging brands like Next Health, Serotonin Centers, Lindora and Humanaut Health are projecting growth in the years ahead.

  Direct-to-consumer longevity is big business, too. According to a survey conducted by YouGov, 45% of Americans say they’re taking supplements to fight the aging process. Timeline, a maker of supplements with an active ingredient designed to slow aging at the cellular level, raised $66 million in funding in early 2024. 

  Those bullish on the science of longevity believe the movement is just starting to gain a critical mass in America. 

  “Today, when I talk to people about slowing down aging, nine out of 10 are telling me, “I shouldn’t be doing it,’” Anar Isman, the CEO of longevity startup AgelessRx, told ATN. “I envision a world in five to 10 years where that’s going to completely flip on its head, where nine out of 10 people are going to be saying, ‘You don’t want to slow down aging? What’s wrong with you?’”

• 

  Fitness Wearables Evolve Into Healthcare Companions

  Fitness wearables are more popular than ever – nearly half of all consumers surveyed by McKinsey reported having purchased a fitness wearable at some point in time. Wearables have also come a long way from the days of simply tracking steps and calories burned from workouts. 

  As tech advances, wearable makers are envisioning a future where your smartwatch, smart ring or other tracking device becomes your personal health companion.

  Smart ring giant Oura acquired metabolic health company Veri earlier this year and has partnered with Dexcom, makers of the first FDA-cleared over-the-counter continuous glucose monitor (CGM) device. Oura and Dexcom are working to create an ecosystem where users can understand how their glucose levels interact with metrics like activity, sleep and stress. Oura is also highly active in women’s health, adding features like Cycle Insights and Pregnancy Insights, along with perimenopause features. 

  “Wearable tech is for anyone who wants to better understand the state of their health and live more optimally, for longer,” Oura CEO Tom Hale has said. 

  Garmin is also working to make its smartwatches part of the future of healthcare, something the brand has termed “smartwatch-enabled digital health.” Thanks to Garmin Health, Garmin wearables have been part of more than 1,000 research studies in areas including sleep, well-being, rehabilitation, physical activity, and disease management. 

  Not to be outdone, Apple has also signaled its ambitions to play a bigger role in healthcare in the years ahead, with Apple Watches at the forefront. 

  “It’s clear to me that if you zoom out way into the future, and you look back and ask what Apple’s biggest contribution was, it will be in the health area,” Apple CEO Tim Cook told “Wired” in December. 

• 

  Strength Training Is Here To Stay. Pilates Might Be, Too

  We named strength training as one of our trends to watch in 2024, and the modality has only increased in popularity since then. Appreciated for its anti-aging, functional and metabolism-boosting benefits, strength training is everywhere, from gyms to TikTok. Even Peloton has embraced the modality, releasing a dedicated strength training app in hopes of bringing more fitness fans into its ranks.

  Big-box gyms across the country are racing to add strength training equipment like Olympic lifting platforms and other free weights to their fitness floors while ditching cardio equipment. Some gyms are even rethinking their group exercise offerings to account for the rise of strength – Vasa Fitness will introduce Studio LFT, a group-based strength training class featuring power racks, benches and plyometric boxes, in early 2025.

  Strength training isn’t just lifting heavy weights, though. Pilates’ surge in popularity over the past few years is thanks in no small part to a rise in awareness around the benefits of strength training. Functional fitness concepts like Pvolve have also become highly popular since the pandemic, buoyed by women embracing strength training in larger numbers than ever before.

  Pvolve president Julie Cartwright believes strength training is here to stay since people are becoming more aware of the science-backed benefits of adding muscle, especially for longevity.

  “I really do think it’s education in the marketplace,” Cartwright told ATN when asked about strength training’s rise and staying power. “Post-COVID, we’re all taking a more active role in our own self-care, in living better, longer. There’s (more) messaging about the importance of muscle mass and what it does for your longevity and health span.”

• 

  Will AI Impact Fitness Experiences?

  AI is changing the world, but will it actually change the way we work out?

  Much has been made in fitness industry circles about the promises (and potential nightmares) of artificial intelligence, but if you ask most gym-goers, the way they participate in fitness probably hasn’t changed too much since before the emergence of ChatGPT.

  “I think much of the AI application in the gym space has been somewhat overhyped,” Matt Wright, the vice president of growth and development at gym chain Healthtrax Fitness & Wellness, has told ATN.

  Can the fitness industry make AI a bigger part of the in-gym experience? Should it?

  Future is using AI to democratize access to virtual personal training, Lumin fitness has big expansion plans as the world’s first AI-powered boutique fitness studio and at-home fitness brands like Tempo and Tonal are using AI to make strength training effective and easy for newbies and fitness buffs alike.

  But as we head into 2025, those brands remain the exceptions rather than the norm. Despite this, some insiders believe it’s just a matter of time before the gym is transformed by AI and other tech.

  “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,” Marc Magliacano, a managing partner at private equity firm L Catterton, said during ATN’s DISRUPT 2024 video series earlier this year.

  If Magliacano’s AI prediction comes to pass, it could spell bad news for real-life personal trainers.

  “Unfortunately, I believe that personal training from a human perspective will be under review, frankly, just to say it nicely,” he said.

• 

  Investors Are Bullish on Fitness Again

  The fitness and wellness industry has rebounded quite nicely from the pandemic, and investors are taking notice.

  2024 was marked by high-profile deals including L Catterton’s acquisition of Solidcore and the firm’s investment into fitness tech brand EGYM, as well as the mega merger between Anytime Fitness parent company Self Esteem Brands and Orangetheory Fitness.

  Meanwhile, private equity groups continue to pour money into large franchisee groups, enabling sophisticated operators to create large portfolios of franchised gym brands in systems including Crunch Fitness, Planet Fitness and Anytime Fitness.

  Consolidation is also happening at the corporate level as larger fitness brands buy up smaller ones. Barre3, a barre fitness franchise brand with around 200 locations nationwide, has acquired competitors including The Barre Code and Barre Centric, while gym giant LA Fitness acquired XSport Fitness earlier this year.

  Experts have told ATN they expect to see more big-time investments in fitness brands in 2025 as people embrace health and wellness – and as the industry moves further away from the carnage of the pandemic.

  “2025 is going to be a huge year for fitness” in terms of deal-making, Jeremy Hirsch, head of franchise and multi-unit services at Houlihan Lokey, predicts. “You’re going to have a lot of investors spending a lot of time on this category.”

The post The Fitness & Wellness Trends To Watch in 2025 appeared first on Athletech News.

Sunny Health & Fitness has expanded into strength training equipment with its new Sunny Strength Line. The company, known for cardio equipment manufacturing over the past 20 years, introduced a collection including racks, benches, smith machines, free weights, dumbbells, and bars.

The launch marks the company’s evolution from a cardio-focused manufacturer to a comprehensive fitness equipment provider. The new strength line integrates with the SunnyFit app, offering workout plans, fitness tracking, and progress monitoring capabilities.

The launch of the Sunny Strength Line comes at a time when strength training is surging in popularity across diverse demographics. Approximately 30.2% of U.S. adults meet the exercise recommendations of engaging in two or more strength-training sessions per week, while 57.8% report not participating in strength training at all. The American College of Sports Medicine’s (ACSM) annual survey ranked traditional strength training as the 5th top fitness trend for 2025, indicating a resurgence in its popularity.

Regular strength training is associated with numerous health benefits, including increased muscle mass, improved bone density, enhanced joint health, and a reduced risk of chronic diseases. Of note, there is a growing interest in strength training among women, challenging traditional stereotypes and recognizing its benefits for overall health and fitness.

The Sunny Strength line features coordinated color schemes designed for home gym environments. The collection aims to serve both beginner and advanced users through its range of strength training products.

The company’s digital integration through the SunnyFit app provides personalized workout plans and tracking features. Sunny Health & Fitness continues to serve both home and commercial gym markets while expanding into the strength training sector.

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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.

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F45 Training has partnered with Magic Johnson Enterprises (MJE), founded by former professional basketball player and entrepreneur Earvin “Magic” Johnson, to promote health and fitness among children and teens. The collaboration aims to encourage lifelong habits of physical activity and well-being by distributing more than 4,000 F45 Fit Kits to youth in underserved communities across the United States.

Tom Dowd, CEO of F45 Training, emphasized the importance of introducing healthy lifestyles at an early age. “At F45 Training, our goal is for members to feel better and more confident about their fitness journey. However, we also believe in instilling healthy habits early on, especially for those who may not have access to gyms or at-home options,” said Dowd. “This partnership with Magic Johnson Enterprises marks a significant milestone as we donate over 4,000 Fit Kits, and we look forward to impacting even more lives.”

The F45 Fit Kits include fitness equipment such as jump ropes, agility ladders, and cones, designed for engaging, age-appropriate workouts that promote flexibility, strength, and coordination. The kits will be distributed to various organizations, including the LA Dodgers Foundation, The Washington Spirit, The Washington Commanders, The Boys & Girls Club of Burbank, Greater Washington and Whittier, and the Crenshaw YMCA.

Magic Johnson, Chairman and CEO of Magic Johnson Enterprises, highlighted the shared mission of both organizations. “Partnering with F45 Training is the perfect way to provide kids in underserved communities with the tools and programs needed to reach their fitness goals,” Johnson said. “Through this initiative, we aim to inspire young people to develop good habits that will carry them into adulthood.”

The partnership focuses on several key goals:

• Promoting Healthier Habits: Providing tools to help children embrace physical activity and mental well-being as lifelong priorities.
• Strengthening Communities: Collaborating with local organizations to ensure equitable access to fitness resources.
• Inspiring the Next Generation: Encouraging youth to set personal health and fitness goals.

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Ginkgo Health has introduced Ginkgo Active, a fitness app designed to address the needs of individuals at higher risk for chronic conditions, offering personalized exercise prescriptions and behavioral support. The app aims to fill a gap in the fitness app market, which has historically focused on self-motivated users.

“People cannot engage in exercise for different reasons,” said Maggie Deng, founder and CEO of Ginkgo Health. “To achieve lasting health benefits, it’s not enough to engage people in healthy behaviors for a short period. Our goal is to inspire lifelong engagement and help individuals integrate fitness and wellness into their daily lives.”

App Features and Approach

Ginkgo Active uses a 3D game engine to provide a virtual environment where users receive exercise plans and behavioral support. After an initial assessment guided by the app’s AI feature, Professor Ginkgo, users are given access to a customizable virtual island, including a private gym where a digital twin demonstrates their prescribed exercises.

The app’s design incorporates principles of self-determination theory, which focuses on autonomy, competency, and relatedness to encourage consistent use and sustainable fitness habits. Users can choose from various settings, such as snowy mountains or sunny beaches, to complete their workouts.

Early adopters have reported positive results, according to a Ginkgo Active press release. One 53-year-old user from Vancouver, Canada, began using the app after hip replacement surgery. She reports using the app five times a week, which helped her return to hiking and walking long distances.

Another user named Sarah, from Washington, D.C., enrolled her family in the app’s family plan after a relative’s sudden heart attack. Each family member received a personalized plan that adapted to their individual fitness levels and health needs. Sarah’s mother, for example, experienced relief from chronic leg cramps after using the app’s exercises for 2 weeks.

Future Development

Ginkgo Health plans to expand the app’s features to include more personalized content, group challenges, and tools for building long-term habits. These updates aim to enhance the app’s role as a comprehensive resource for health and wellness.

The app is available on multiple platforms. More information can be found at www.ginkgo.health.

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When it comes to fitness modalities and products, some stand the test of time while others fade into obscurity. History is filled with flashy fads that made big promises and generated buzz but ultimately fell short.

Take sauna suits introduced in the 1970s, designed to induce sweating for weight loss, which were eventually debunked as unsafe and unsustainable.

Or the infamous ThighMaster of the ’90s, whose laser focus on thigh toning proved too limited to deliver real gains.

The turn of the century brought us Ab Rollers and Ab Belts, which claimed to sculpt abs with minimal effort but were quickly replaced by more effective, holistic core workouts.

And who could forget the Shake Weight? It had its moment, but it left most of us shaking our heads.

Now, another unexpected trend is making waves, fueled by influencers and social media.

Enter Retro Walking – or simply, walking backward.

Is it just another fleeting fad, or does it hold real merit for fitness enthusiasts? To get to the bottom of it, we turned to ACE-certified personal trainer Chris Gagliardi for expert insights.

Unique Benefits 

“Walking, regardless of the direction, offers significant health benefits, including improved cardiorespiratory fitness, enhanced longevity, and reduced risk of chronic conditions like hypertension, type 2 diabetes and cancer,” says Gagliardi. “It also positively impacts function, pain management, sleep, mental health and resilience.”

However, walking backward, or retro walking, adds unique advantages.

“Retro walking can improve balance, walking speed and cardiorespiratory fitness to a greater extent, particularly for individuals recovering from stroke,” he explains.

Studies also show that retro walking can lead to greater reductions in pain and functional disability and enhance quadriceps strength in people with knee osteoarthritis. Additionally, it may outperform forward walking in reducing BMI, inflammation markers like C-reactive protein and blood pressure in individuals with overweight or obesity.

“While walking in any direction is beneficial for many, retro walking could offer superior results for specific populations, especially when done in a supervised setting,” Gagliardi notes.

When asked if this trend might catch on beyond niche use, Gagliardi remains cautiously skeptical.

“I am not familiar with exercise professionals who regularly program this activity for their clients, and I do not see people walking down the street backward,” he says. “However, I often see backward walking and running performed in sports conditioning programs, especially for athletes who may need to move backward as part of their sport’s demands.”

He points out that backward walking has been proven to burn more calories.

“Looking at the data from the 2024 Compendium of Physical Activities, you can see that walking backward has a greater MET value than walking forward at a similar pace. And the higher the MET value, the greater the caloric expenditure,” he explains.

Intentional Programming

When incorporating backward walking into client routines, Gagliardi advises trainers and coaches to approach it thoughtfully.

“One of the best ways to introduce backward walking is to go slow and low and to be supervised,” he says. “Starting at a slow pace and low intensity is key, as backward walking offers a greater balance challenge, requiring caution during its introduction. Trainers might incorporate brief backward walking intervals into a client’s existing walking routine or include it as part of warm-ups and cool-downs.”

For clients with specific goals like improving strength, balance or preventing injuries, backward walking can be tailored to fit their needs.

“It’s important to understand why you’re adding a new exercise – whether it’s for variety, to overcome a barrier or to meet a specific goal,” Gagliardi emphasizes. “For instance, if forward walking causes discomfort, backward walking might be a pain-free alternative to include cardio in a client’s regimen. Regardless of the purpose, safety and clear intentions should guide its implementation.”

In the end, Gagliardi believes this new modality could have staying power.

“Retro walking has staying power when it comes to improving health and wellness,” he says. “I can’t say, however, how popular this will become in non-clinical settings. But when done in a safe manner, retro walking can lead to health benefits and is a good option for adding variety to a workout or challenging your body in new ways.”

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As we look ahead at gyms of the future, one thing is clear: sustainability will play a central role in shaping fitness facilities and the equipment within them. As the fitness industry tries to meet the growing demands of health-conscious consumers, it is also being called on to address the environmental impacts of its operations. 

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. By integrating eco-friendly technologies and practices, many fitness brands are paving the way for a more sustainable future — one where innovation meets responsibility. 

As the world grapples with the urgent challenge of climate change, the fitness industry is beginning to acknowledge its role in this global issue. Given that health and wellness are at the core of the fitness industry’s mission, it seems only natural for the industry to extend its focus to the health of the planet as well. But beyond this alignment of values, what specific actions are being taken by fitness brands to address climate change? How are they contributing to environmental sustainability while promoting personal well-being?

The Time is Now

As more fitness brands recognize the need for environmental responsibility, leaders within the industry are emphasizing the importance of aligning their business practices with eco-conscious values. 

Simone Rishede, Eleiko’s Head of Sustainability, stresses the importance of this shift saying, “It’s essential that sustainability becomes a core focus in the fitness industry, as a healthy planet supports healthy people, and vice versa.”

Precor shares a similar perspective. “The fitness industry has a responsibility to contribute to a greener future, and we’re committed to making meaningful changes in our products and processes,” said Dave Mendenall, SVP of operations and supply chain.

Ruben Mejia, Executive VP of SportsArt America, echoes these sentiments but emphasizes the need for immediate action.

“Aligning any industry with sustainability is crucial for the protection of our planet — not just for us today, but for future generations,” he says. “I’ll be the first to admit that our industry hasn’t done enough yet, but we need to start now.”

How exactly then are the three companies approaching it?

Green Solutions for a Healthier Planet

A priority focus for Eleiko is its products.

“We have a dedicated Head of Sustainability who collaborates closely with our management team and all departments,” said Rishede. “Our primary focus is on our products, as this is where we have the greatest potential to drive meaningful change. A product’s environmental impact is largely determined during the design phase, making our product strategy and development critical to our sustainability efforts.”

Having achieved a 94% landfill diversion rate by reducing packaging by 50% and transitioning to recyclable materials, Precor approaches sustainability holistically.

“By designing durable, long-lasting products, we minimize waste and reduce the need for frequent replacements,” said Mendenall “Sustainability is embedded in every stage of our process — from manufacturing to the final product.”

SportsArt not only focuses on producing eco-friendly equipment but has also integrated sustainability into the core of its infrastructure.

“At SportsArt, sustainability has been part of our founder’s values long before it became mainstream, says Mejia. “When our factory was built in 2000, he had a 7500 metric ton rainwater storage built under the factory.  And, among other things, our solar panels provide half of the electricity that our 500,000 sq. foot factory uses in a year.”

When it comes to creating innovative and eco-conscious fitness equipment, SportsArt continues to push the boundaries of sustainability.

“We introduced our energy-generating technology, ECO-POWR, in 2010 with an elliptical and two bikes,” said Mejia.

Since then, the company has expanded to 13 units, including the world’s first energy-generating treadmill, the G690.

“Our G660 treadmill, certified by the British Standard’s Institute, can become carbon neutral in under five years in a commercial gym and even carbon negative for the rest of its life,” Mejia explains.

Their ECO-POWR lineup now features a variety of equipment, including front-drive and rear-drive ellipticals, a stepper machine, two non-motorized treadmills, recumbent and upright bikes, an indoor cycle, and a rower.

Eleiko focuses on product life to avoid landfills.

“We make products that last a lifetime,” Rishede explains. “A great example is our Prestera system, a modular design that allows facilities to evolve over time without the need for full replacements. By creating adaptable systems like this, we reduce the number of products needed and minimize resource consumption, while maintaining a timeless design that prevents unnecessary replacements driven by trends.”

Precor measures its actions through EcoVadis, a global organization that provides sustainability ratings and assessments for companies.

Says Mendenall, “We’re proud to have earned EcoVadis accreditation, which recognizes our performance in key areas like environmental impact, labor practices, ethics, and sustainable procurement. This achievement reinforces our commitment to continuous improvement, as we work to reduce our carbon footprint, explore renewable energy, and enhance our EcoVadis score — all while maintaining our high standards of quality and innovation.”

Customer Expectations Drive Sustainability

Beyond staying true to their core values, these companies recognize that growing customer expectations are pushing them as well.

“Today’s younger generation cares deeply about protecting our environment,” says Mejia. “They are changing the landscape by openly telling the world that they are only going to spend their money with brands they align with. If fitness brands want to be relevant they need to start caring about sustainability.”

“Customers are increasingly focused on energy efficiency and cost savings,” said Mendenall.

We’ve seen a growing demand from customers for high-quality products and transparency about environmental and social impacts,” adds Rishede.

When envisioning the gym of the future, these industry leaders share their thoughts on how the fitness industry can make a meaningful shift toward eco-friendliness.

“Manufacturers need to focus on circular products — equipment that can be repaired, refurbished, and upgraded to extend lifecycles and reduce waste,” said Mendenall “While we’ve already integrated energy-saving technologies, the future lies in creating equipment that consumes even less electricity.”

This focus on longevity and durability is echoed by Rishede.

“By designing durable equipment that can be passed down, we can build sustainable gyms that serve both people and the environment,” she explains.

Mejia highlights the importance of taking immediate action, starting with small, practical steps.

“In the next 5-10 years, I hope that gyms take more steps to incorporate sustainability into their operations,” he says. “Gyms can switch to eco-friendly cleaning products and enable sleep modes on cardio machines. Investing in solar panels or geothermal wells can significantly reduce energy consumption. And above all, gyms need to communicate their sustainability efforts to members, ensuring their actions aren’t overlooked.”

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

The post Fitness Industry Takes Strides Toward Sustainability appeared first on Athletech News.

Imitation is the sincerest form of flattery, except maybe when it comes to fitness app development. 

Ladder, a digital fitness company that’s raised over $100 million in funding, is effectively accusing Peloton of copying its popular strength training app.

In a blog post titled “We’re flattered, Peloton,” the Austin, Texas-based brand poked fun at the similarities between its app and Peloton’s new Strength+ app, which officially launched on Wednesday after being in beta testing mode since September. 

“Over the last few months, we’ve received some curious feedback from users testing Peloton Strength+ in Beta,” Ladder wrote in the blog post. “Namely, that it looks, feels, and functions an awful lot like Ladder.”

Ladder went so far as to hint that Peloton “literally copied our UI/UX screen-for-screen.” In its post, Ladder showed side-by-side screenshots of the two apps, which both feature a black-and-yellow color scheme and a generally similar user interface. 

In the blog post, which is light-hearted in tone but contains some serious allegations, Ladder went so far as to detail the activity of Peloton staffers on its app. 

“We found at least 15 Peloton product, engineering, and design folks in the Ladder app, and a whole lot of activity over the past year—more than 1,500 Ladder app sessions since January!” the company wrote. 

On X, formerly Twitter, Ladder posted a video mocking Peloton for seemingly copying its app. The video riffs off Apple’s famous “Get a Mac” campaign from the 2000s in which the tech giant compared Macs to PCs.

Founded in 2020, Ladder offers daily strength training workouts with video demonstrations from fitness coaches. The app allows users to create workout routines, track their progress and connect with community members.

In November, Ladder raised $15 million in a Series B funding round and secured a $90 million growth investment to pursue expansion, including creating an Android version of its popular iOS app. That funding followed a $12 million Series A round in 2023 and a $6.5 million seed round in 2021. 

Peloton, one of the world’s most popular fitness brands, released Strength+ as a standalone strength training app to complement its core cardio offerings on bikes and treadmills. The new app allows users to generate custom strength-training routines and watch along as Peloton instructors perform common weightlifting exercises. 

A Peloton Strength+ membership costs $10/month while Ladder’s app runs between $15 and $30/month depending on the plan. 

It’s unclear whether Ladder intends to pursue any legal action against Peloton over the apps’ similarities.

“At Ladder, our mission has always been to make strength training accessible for everyone,” the company said in a statement provided to Athletech News. “While we’ve had a lot of fun with this campaign and appreciate the positive response from our community, we continue to focus on what matters most—our members.” 

Peloton didn’t immediately respond to ATN’s request for comment. 

The post Ladder Takes Aim at Peloton’s New Strength Training App  appeared first on Athletech News.

The New Year brings with it a wave of motivation for countless people setting fitness goals. It’s a time when gyms buzz with fresh energy, and fitness professionals prepare to welcome an influx of new clients. For personal trainers, this annual rush represents a unique opportunity — and a challenge. How do they not only attract clients in a crowded market but also retain them?

With gym check-ins nearly doubling pre-pandemic levels and net new studio memberships up 11% in Q1 2024, the fitness industry’s outlook is improving. But as competition grows, trainers must adapt their strategies. A recent survey by Insurance Canopy provides a detailed look at how personal trainers are finding new clients, which tools they rely on most, and what differentiates the best from the rest.

The survey, which polled 133 U.S.-based personal trainers, sheds light on the best strategies. From leveraging word-of-mouth referrals to embracing the power of personality, trainers are honing their recruitment and retention practices. For those looking to start the New Year strong, these insights offer valuable takeaways to stay ahead in a booming market.

Key Findings from the Survey

• Word-of-mouth is king: A resounding 69% of trainers cited word-of-mouth referrals as their primary method for recruiting new clients.
• January boom: More than one-third (36.4%) of trainers said they receive the majority of new inquiries between January and March, while 30.2% reported consistent interest year-round.
• Personality matters: When choosing a trainer, clients valued personality and approachability (29.5%) over cost (19.4%) and convenience (14.7%).
• Deals work: Nearly 62% of trainers said offering free consultations, trials or special promotions was their most effective method of converting inquiries into paying clients.
• Social media’s limited role: Despite Instagram and Facebook being the most popular platforms, 50.4% of trainers said fewer than 25% of their clients come from online sources.

Comparing Trends

The reliance on word-of-mouth is consistent with broader consumer behavior across industries. According to Nielsen’s Global Trust in Advertising report, 92% of consumers trust recommendations from friends and family over any other form of advertising. This aligns with the Insurance Canopy survey findings, where trainers overwhelmingly credited referrals for new business.

However, the survey also revealed missed opportunities. While 62% of the global population spends an average of two hours daily on social media, fewer than 22% of trainers reported using client testimonials online — a type of content that aligns with social proof and builds trust. Trainers working with younger clients (under 45) reported greater success with social media recruitment, highlighting an avenue for growth among trainers serving older demographics.

The survey underscores the importance of personal connection in retaining clients. Jennifer Ramsey, a NASM-certified trainer, shared that she spends the first session “getting to know clients and establishing rapport.” This personalized approach aligns with data showing that personality, knowledge, and programming collectively influenced 52% of client decisions.

Retention also depends on creative offerings like group training, which can appeal to clients seeking affordability without sacrificing personal attention. Trainers who advertise group sessions or partner workouts not only fill more hours but also foster accountability and a sense of community among clients.

Beyond Disruption

With the fitness industry recovering from pandemic disruptions, trainers must adapt to evolving client expectations. The Insurance Canopy report highlights that superior customer service (31%) and niche specialization (27.9%) are key differentiators for trainers looking to stand out. Coupled with strategic use of digital marketing and social proof, these practices can position personal trainers for sustained success.

As January approaches, trainers can leverage insights from the report to refine their strategies, balancing traditional and digital methods to attract new clients. By focusing on rapport, creative marketing, and personalized services, fitness professionals can turn the New Year rush into long-term business growth.

The post How Personal Trainers Attract Clients in a Competitive New Year appeared first on Athletech News.

At the tail end of a year captivated by strength training, spurring an abundance of innovative equipment launches to support the modality, Concept2®, the high-performance equipment manufacturer, is giving us our grand finale.

In late Autumn, the brand announced the launch of its StrengthErg, a concentric training machine that uses air resistance to facilitate strength training without plates, racks, or barbells. Like Concept2’s other products, the StrengthErg features adjustable flywheel technology and a performance monitoring system to present this safe and adaptable workout experience. 

“It is a different and unique take on strength training,” said Alex Dunne, a member of Concept2’s Training Team. “The StrengthErg has the ability to combine maximum effort, safety and detailed performance tracking — making it suitable for home gyms, health clubs, rehabilitation centers and elite training facilities. It is strength training reimagined.”

Although the product isn’t scheduled for an official release until early 2025, its announcement and some early testing have already generated significant buzz, mainly centered around its ability to cater to different fitness consumers and the advantages that come with its concentric nature. 

Unique, Productive, and Safe

With the StrengthErg subjecting users to concentric-only movement, the equipment enables high-end strength training while also enabling efficient recovery. 

Concentric movement lengthens muscles as they produce force, unlike eccentric movement, which lengthens muscles under tension and takes much longer to recover from. With the StrengthErg being concentric-only, it helps users to get a sweat in, and then another, faster than most exercise equipment allows. 

“Unlike traditional weightlifting equipment, you don’t need to preset the amount of weight you’ll lift,” explained Concept2’s Social Media Director Jameson Halnon. “Whether performing a chest press, seated row or leg press, the user simply performs the movement and the machine responds to their effort. By eliminating the eccentric phase, recovery times are shorter.”

The StrengthErg also allows users to push their limits without sacrificing safety. There’s no need for spotters, staff or anyone other than the user when using the StrengthErg. Doing so applies comfort for both users and operators of 24/7 facilities. 

“It’s fail-safe by design — there’s no risk of being ‘stuck’ under a weight — and it allows maximum force to be applied in every position of the movement,” said Dunne. “We developed the StrengthErg to address the demand for safe, effective, and smart strength training tools.”

Built for All

Adaptability lies at the heart of what makes the StrengthErg special. Thanks to its flywheel adjustable damper setting, users can tailor the speed and feel of their movements to their exact liking. Users simply push or pull and the machine reacts to your strength level. 

For novice users, that means there’s no need to guess how much you can lift ahead of time. New exercises establish an immediate and accurate starting point in their fitness journeys as the machine conforms to your capabilities and only resists the effort you apply. 

“This makes it a perfect fit for a wide range of users, from beginners to elite athletes,” said Halnon. “This feature also makes it ideal for rehabilitation, as users can perform movements safely without overexerting themselves.” 

By incorporating key data, such as velocity, drive length and drive speed, the StrengthErg also appeals to ambitious athletes who rely on those metrics to quantify their progress. The tracking capabilities can be used for “return to play” testing, talent identification, or simply tracking data in a complex strength training regimen. It gives anyone willing to push themselves to the max the means to do so.   

“It also supports a wide range of training modalities, from low-rep, high-force strength work to high-rep endurance sessions,” said Dunne. “This flexibility means athletes of all levels can challenge themselves effectively, whether they’re chasing strength, power, or endurance.”

The StrengthErg is amorphous, much like water. No matter what kind of athlete uses it, it bends to fit around them and their needs. 

“Absolutely,” added Halnon when asked if versatility was a focal point in the StrengthErg’s design. “Versatility was at the heart of the StrengthErg’s design — just as it is for all of our products.”

Personalization Delivered

This data also allows the StrengthErg to bring a level of personalization the modern exerciser is beginning to demand at a more consistent rate. 

With the Performance Monitor or Concept2’s free app, ErgData, connected to the StrengthErg, users can log reps, monitor their force output and analyze their work over time. The data also allows users to see trends, not only in overall strength, but from movement to movement. 

This presents users with key focus areas and creates a tailored workout experience for pursuing individual goals. The personalization not only leads to satisfied users but also helps operators with retention.

“Monitoring performance, and the motivation that comes from tracking your data over time, is at the heart of the Concept2 experience,” said Dunne. “It is not just about knowing you are getting stronger — it is about seeing tangible proof of your progress. This data-driven approach motivates users and keeps them engaged in their training journey.”

“These features, combined with the StrengthErg’s fail-safe design and ability to support maximum effort in every rep, set it apart from traditional weightlifting equipment,” Halnon concluded. 

The post Concept2 Prioritizes Versatility & Recovery with New StrengthErg appeared first on Athletech News.

Aescape, the creators of the automated and on-demand robot massage, has announced a partnership with Invited, the largest owner and operator of private membership clubs in North America. Members at select Invited clubs, starting with Jupiter Country Club in Florida and The Hills in Austin, Texas, will have access to Aescape’s personalized services. Invited operates over 200 golf and country clubs, city clubs, sports clubs, and stadium clubs across 28 states, serving nearly 400,000 members.

The partnership is Aescape’s third market expansion since its commercial launch in August. The personalized massage services operate through a touchscreen interface, and users can select target areas, pressure levels, and music preferences. Users can access their preferences from different Aescape machines across various locations.

Michele Meleski, senior vice president of National Fitness and Wellness for Invited, noted, “We’re always trying to innovate and bring new member experiences to the Invited clubs. We’re excited about partnering with Aescape and offering this cutting-edge technology to our members. With Aescape, our golfers can now enjoy a new level of self-care that enhances both their relaxation and performance on the course. We hope to expand the partnership with Aescape across our club portfolio.”

Eric Litman, founder and CEO of Aescape, highlighted the importance of recovery in athletic performance. “Our work with professional athletes has shown us how important recovery is to performance, and now we’re bringing that same level of care to not only golfers but Invited Club’s extended community members,” he said.

Aescape has recently expanded its services beyond New York, launching in Miami and Nashville. The company initially introduced its Early Access Program in New York City in March and has since established a presence in various sectors, including hospitality, professional sports, corporate offices and luxury real estate.

Aescape has also launched with Pause, the wellness studio known for its infrared sauna, cryotherapy, and more, and the Ritz-Carlton Bacara in Santa Barbara.

Aescape has secured $80 million in funding from investors such as Valor Siren Ventures, Valor Equity Partners, Crosslink Capital, and AlleyCorp.

The post Aescape Partners with Invited to Introduce Robotic Massage at Country Clubs appeared first on Athletech News.

Echelon Fitness, a leading supplier of connected fitness equipment, has kept innovation at the forefront of all its labors since its launch roughly eight years ago. It intends to do the same for the next eight — and all that come after. 

“I believe we’ve done a good job of proving ourselves as a company who can make high quality products, with good design while also being innovative,” said Lou Lentine, CEO of Echelon Fitness. “Innovation is in our blood.”

In the past, present and future, Echelon has an array of products either out or set to come out that exemplify this attitude. The brand keeps a close ear to the ground regarding the needs of its commercial customers as well. With every solution Echelon develops, there’s one — or several — pain points for operators that are alleviated. 

Touching on a variety of sectors within the fitness industry in the process, Echelon is expanding its reach in accordance with its suite of products.

An Exciting New Launch

Echelon’s latest innovation, the Echelon Cable Crossover, supports arguably the hottest commodity in the fitness space today — strength training. The equipment does so in a new-age way as well. The equipment uses digital resistance rather than plates to form a consistent “pull” feeling. 

“It really burns your arms, chest or whatever exercise you’re doing,” said Lentine. “It’s a really good workout. We have 100 units and we hope to have those all pre-sold prior to our launch in January.”

The Cable Cross Over also comes with two servo monitors attached to it. Users can select eccentric, isokinetic or elastic modes when conducting their workouts and also increase or decrease resistance by more specific amounts within sets. 

This innovative machine will accommodate gyms, hospitality and multi-family industries as well. Without the banging plates that come with traditional cable crossover machines, Echelon’s version eliminates any unwanted noise, making it easy to integrate in such environments and a building block for similar products down the line. 

“They love it because it makes no noise,” said Lentine. “We’re excited about this, this type of machine, and we will be adding products in the line like that, also with a Smith Machine included as well in the future.”

“We’ve actually put the machines in a few gyms, including a gym here in Florida called Raw Fitness in Port St. Lucie,” Lentine added. “Their members have been loving it. Dom, the owner, loves it. It’s getting great feedback and that gym has a lot of hardcore fitness enthusiasts and bodybuilders there.”

Other Advancements in Strength 

But even with the Cable Crossover generating buzz as Echelon’s newest marquee offering, nobody has forgotten about the brand’s “ultimate strength too,” the Strength Pro. 

Like the Cable Crossover, the Strength Pro uses digital resistance to ensure controlled and consistent exercise movements. It also carries connected fitness panels that make trainers available to help with instruction and workout customization. It continues to be welcomed into gyms and remote fitness environments with open arms. 

“We’re seeing thousands of workouts every month being taken,” said Lentine. “The user can either take a workout with one of our instructors or they can build that workout with no instruction. We’re seeing the instruction workout being used very often.”

There’s also the Strength Home, a system designed to provide guided and customized workouts with easy-to-adjust resistance levels for individuals more distinctly interested in remote fitness. Although the Strength Home launched just a few weeks ago, Echelon is already planning on adding a handful of updates to it and the Strength Pro that promise to take the workout experience it facilitates to the next level.

“We’re working on a couple more things,” Lentine said. “We’ve added new instructors. We’re going to be creating workouts for specific gyms. It’ll be saved on the machine, so they’ll be only available for that gym. Plus, we are working on the ability for users to save the weight that they’ve done in prior workouts. That will be coming in the spring, as well as additional features that we’re working on.”

Wellness and GLP-1s

Echelon’s ability to keep a close pulse on fitness has led the brand into less traditional sectors of the industry as well. Weeks ago, Echelon launched ActiveMD, a subsidiary company with an online telehealth program that offers weight loss medications such as Ozempic, Wegovy, Mounjaro and Rybelsus to qualified individuals. 

Exciting as this new enterprise is for Echelon, the brand is taking its first steps into the GLP-1 space responsibly. Echelon is committed to keeping the individuals turning to GLP-1s healthy in all regards, also supplying them with the necessary workout plans to counter the muscle loss that may come with GLP-1 usage. 

“We understand that people are taking these GLP-1s so they’re losing muscle mass,” said Lentine. “We believe if we can combine S1 with the at-home health care, we can provide a better program than someone just buying the GLP-1 and then losing muscle mass. We’re trying to make it a better program for them than just buying a product on its own.”

Lentine also added that users will soon be able to get hormone therapy drugs, such as a testosterone supplement, via the platform as well. The brand is also excited to announce it will be offering partnership programs with gyms, allowing their members to order from myactivemd.com and the facility to receive a financial benefit.

Echelon has wellness at the top of its agenda as well. The brand recently purchased ThriveX, an advanced recovery solution supplier. With ThriveX, Echelon reports that it will launch saunas in 2025 as well as a new chiller system to implement with its cold plunges, capable of creating ice on top of the plunge’s water. 

“We’re excited to bring that to the market and think that’ll create a big buzz,” said Lentine. “We’re all in on the recovery and we think having this in our company really differentiates us from anyone else in the fitness product space.”

The post Echelon Updating Existing and Preparing New Equipment for Exciting Q1 in 2025 appeared first on Athletech News.

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Hannah Fink, a gymnast turned designer, took her love for movement and design to create Somato—a super sleek, compact Pilates reformer that’s perfect for any home. With her background in fitness and a knack for making things functional and beautiful, Hannah’s mission is clear: bring Pilates to more people in a way that’s stylish and easy. Here, she talks about the journey behind Somato, what inspired her design, and the standout features that make it a go-to for Pilates lovers at home.

Can you tell us a bit about how your background in gymnastics and design influenced the creation of Somato?

To me, gymnastics and design have always been intertwined. They’re both detail-oriented, visual disciplines that have challenged me creatively. I was always drawn to the design of gymnastics apparatuses and the way such simple devices could serve so many purposes. Two parallel bars could be a fitness device, but sling some fabric between them and you’ve got a hammock. The first thing I ever built was a small balance beam to use at home.

I discovered Pilates when I was injured and had to take time off of gymnastics. My mom took me along to her Pilates class. I was immediately drawn to the Pilates reformer and wanted to experiment with the equipment. However, I had promised my mom I would behave and wouldn’t disturb the class by swinging from the Cadillac like a feral monkey.

Growing up in a gym spurred a lifelong love for movement. My education in design inspired a love of beauty and functionality. Combining these passions in Somato is incredibly fulfilling—creating something that brings joy and strength to others in a beautifully designed, home-friendly way.

What was the “aha” moment in your small Brooklyn apartment that made you realize the need for a compact, home-friendly Pilates reformer?

You could say Somato is a product of the Pandemic, but it started long before we had heard of COVID-19. I was writing my master’s thesis on redesigning fitness equipment to look like furniture when the pandemic rolled around. I started my thesis in 2019, and by the time I completed it in 2020, my research was… well… relevant (to say the least).

Even before lockdown, Pilates classes were a rare treat. At $40 per class, a studio membership was out of my price range, especially considering my need for at least four or five workouts per week. I would supplement Pilates with other less expensive gym classes.

Having a Pilates reformer at home went from a nice idea to a necessity during lockdown. I looked for a home reformer. Something that folded up. But in Brooklyn, closet and under-bed storage is precious. Even if I found a folding reformer, I wouldn’t have anywhere to store it. There was no way I would let a bulky piece of gym equipment live as an eyesore in my living room. Even a folding reformer would have to look beautiful– like it belonged in my living room, like a piece of furniture. That was my “aha” moment. I didn’t need to invent a new fitness apparatus. I needed to reinvent the Pilates reformer.

Somato has a unique design aesthetic. What were some of the key challenges in creating a reformer that’s both functional and visually appealing for small spaces?

The biggest challenge was balancing aesthetics with durability. A reformer has to support dynamic loads, so every material and design choice needs to be functional and resilient while still looking sleek.

It’s not enough to choose strong, lightweight materials. The way those materials are shaped determines their strength. For example, there are special aluminum ribs inside the carriage designed to support 300lb loads. The tracks are extruded into a shape that disperses the load across the profile, and the front and back platforms are stamped and welded to do the same.

We’re also using innovative materials and manufacturing processes that are different from what’s typically used in fitness equipment design to reduce weight and size. Our padding is not upholstered, but instead, injection molded polyurethane foam, similar to the foam used in a lot of public transportation applications.

Every millimeter counted while designing the Somato. Even the little feet are designed to slot into a corresponding hole when folded. This feature alone saved us over an inch of space. And that inch could be the difference between fitting under your bed or becoming a nuisance.

Could you walk us through the process of prototyping and engineering the Somato reformer? What did you prioritize during those three years of development?

The design process began with sketching and quickly moved to computer modeling and 3D printing. I built 28 complete reformer prototypes and hundreds more for individual mechanisms. My initial prototypes were made from cardboard and 3D-printed parts, but once I needed to test the mechanisms under real dynamic loads, I switched to a combination of milled aluminum tubing and 3D-printed parts, then later used wood for further refinement. By doing all the prototyping myself, mostly in my garage and at local machines and woodshops, I saved hundreds of thousands of dollars.

When Somato was selected for TechCrunch Disrupt Startup Battlefield and recognized as a CES Innovation Award Honoree, I invested around $15,000 in creating a fully functional aluminum prototype. I wanted to make a splash at the events with live demonstrations. While visually appealing, the design was only halfway ready, with extra material and weight that made it impractical for real use. It was a valuable lesson in not prioritizing the aesthetics until after the mechanics are fully fleshed out. I ultimately decided to showcase it strictly as a display unit at TechCrunch instead of allowing guests to test it.

After TechCrunch and CES, three incredible women invested as angels, allowing me to develop even more sophisticated prototypes with materials like extruded T-Slot aluminum (a versatile prototyping material, like adult Legos). I dove into the mechanical properties of metals, galvanic corrosion, and force simulations to test design durability. I also taught myself to create 2D engineering drawings for manufacturers.

This marked a turning point. I began working with a supplier in Shanghai to build our first production-ready iteration, transitioning from prototyping to production development. Each prototype highlighted something to improve, whether it was a weak bolt or a pinch point, and I didn’t stop until it was right. Good design alone is never enough; safety and durability are always top priorities.

Pre-Order the Somato Reformer

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  The Reformer, $2,100 $2,500

With Pilates often seen as an expensive, luxury workout, how did accessibility shape your vision for Somato?

Making Pilates more accessible is truly at the heart of Somato’s mission. While studio classes are wonderful, the cost—often up to $300 a month—can make Pilates feel out of reach for many. And even if you can budget for it, the logistics can be exhausting: I’ve lost my spot in class multiple times because I was just a few minutes late, only to be charged anyway. That frustration, along with late fees and waitlists, adds a layer of stress to what should be a restorative practice. I can only imagine how much harder it is for new moms.

From personal experience, I know that wellness often feels the hardest to access when we need it the most. Somato was designed to change that by bringing a true Pilates experience into the home. It eliminates the need for expensive memberships or rushed trips to the studio, letting people practice on their own time. My goal was to create a reformer that anyone can use regularly without sacrificing quality or convenience, so Pilates can finally feel like an inclusive, everyday joy rather than a luxury.

How does the Somato reformer cater to busy women, particularly new moms, who might struggle to find time for fitness?

I’m a firm believer that women can do anything men can do. I mean look at me… I’m a metalworking solo female founder who taught myself engineering and travels alone to China to manage my supply chain. But we also have unique needs from men, especially when it comes to our physical health. After the Barbie movie, Taylor Swift’s Eras Tour, and Beyonce’s Renaissance World Tour, we’ve seen the power of the female dollar. So it’s weird to me that there is so little fitness infrastructure specifically geared toward women.

Somato brings Pilates into the home, allowing women to fit in a quality workout without the commute or time constraints. And with Somato’s lightweight, compact design, it’s incredibly easy to set up, store, and move around as needed, all while offering the functionality of a full-sized reformer. New moms can squeeze in a workout during nap time. The corporate girl can squeeze in a class before or after work.

But our app is what’s revolutionizing fitness for busy women. I’m basically designing a fitness app and workout offerings that I personally want– something that will carry me through the many transitions that happen from your 20s to 30s and 40s.

And there’s a lot that happens to women during these years. Not only are we managing our menstrual cycle, and benefit from fitness plans that take this into account, but some of us are freezing our eggs, dealing with endometriosis, preparing for pregnancy, recovering from childbirth, and managing menopause. Somato offers classes catering to all of these experiences, and it’s about time we recognize women’s needs as legitimate and worthy of innovation.

Somato’s reformer has several unique features like hidden straps, rubber springs, and a foldable design. Which feature do you feel sets Somato apart the most?

The hidden, retractable straps stand out because they address both practicality and aesthetics. Straps on a traditional reformer can get tangled or look cluttered. I’ve personally never hung my loop on the hook successfully on the first try. But ours retract seamlessly into the frame. This makes the reformer look sleek and uncluttered, even when not in use, and you never have to search for the straps when you’re ready to start your workout.

However, our rubber springs truly set Somato apart. While elastic springs are often associated with low-end reformers, we’ve developed high-quality latex rubber springs that offer consistent, reliable resistance and are durable enough to withstand frequent use. I spent extensive time refining the length and density of these springs to achieve optimal resistance.

Somato also features a simplified spring system where each spring provides the same resistance, eliminating the need to remember varied spring strengths as with traditional metal springs. You can adjust your resistance easily by adding or removing springs without second-guessing.

Our patent-pending dials make resistance adjustment even more user-friendly. With a simple twist, you can increase or decrease resistance safely—no more pinching fingers on metal springs. Our dials auto-lock when under tension, providing added safety during workouts.

Our rubber springs are comparable in resistance to a Balanced Body yellow spring, but they’re lighter, quieter, and less energy-intensive to produce. They’re also more affordable to replace, and we’re working on a recycling system so users can send back old springs to be repurposed into materials like rubber flooring.

Can you tell us more about the design decisions behind making the reformer so easy to store and use, even without assembly?

Creating a truly user-friendly reformer meant focusing on simplicity. Somato ships fully assembled, so it’s ready to use right out of the box. We wanted it to be easy to fold, move, and store, so we spent a lot of time engineering the foldable frame to be secure yet incredibly simple. It’s designed for convenience without compromising on quality.

How does the Somato app complement the at-home Pilates experience? What was your goal in developing this digital aspect of the brand?

Pilates is a complicated sport. You’ll notice that a lot of home fitness equipment is made for cardio. That’s because it’s easy to design a machine and class plan around a single movement like running, cycling or rowing. But if you bring a Pilates reformer home, unless you’re an experienced instructor, you’re going to need some guidance.

The Somato app is meant to replicate the feel of a Pilates studio in your home. Our goal was to create an experience that’s engaging and personalized, with a wide variety of class styles, durations, and levels. With expert instructors and unique features, like cycle-synced classes, the app brings depth and variety to home workouts and helps users stay connected to their bodies.

The app offers classes tailored to the menstrual cycle and stages of motherhood. How did you decide to incorporate these cycle-specific and maternal health features?

This was an easy decision for me because I genuinely want to see more fitness offerings that address women’s unique needs. It’s also my way of pushing back against the status quo. For anyone who thinks there isn’t a market for women looking for tailored fitness options, think again.

The American fitness movement we know today started in the 1960s (think Jack LaLanne, Gold’s Gym, etc). It was a reaction to the high healthcare costs and doctor shortages of the 1950s. Today, women face similar uncertainties and high costs in healthcare, and I believe we’ll see a similar shift toward preventative care. Women are increasingly looking for safe, supportive spaces—even in the products we choose. Somato is a company built by women, for women.

As a designer with a background in industrial design, how did you approach blending functionality with the aesthetics of the Somato reformer?

Functionality and aesthetics go hand-in-hand for me. I approached the Somato reformer as both a piece of fitness equipment and a piece of furniture. Each design element, from the retractable straps to the compact frame, serves a purpose while contributing to a clean, minimalist look. I wanted people to feel proud to have it in their homes, as it adds both beauty and wellness.

How do you see the role of design evolving in the fitness industry, particularly for at-home wellness products?

As fitness becomes more integrated into daily life, I see design playing a key role in making equipment accessible and aesthetically pleasing for home use. Fitness equipment can and should be beautiful, especially as more people prioritize wellness at home. I think we’ll continue to see products that blend form and function, catering to our lifestyles and personal spaces.

Somato is currently in its pre-order phase. What excites you most about seeing your product reach customers in April?

I’m most excited to see how Somato fits into people’s lives and brings them joy. The feedback from people who have tried it so far has been incredibly positive, and I can’t wait to see customers embracing it in their own homes. It’s one thing to have an idea and bring it to life, but seeing it actually helping people will be the most rewarding part.

Where do you envision Somato going in the future? Are there any new products or features you’re hoping to introduce?

We will be rolling out fitness accessories like the Pilates box, balls, weights, cushions, and more in the next year. We also plan to keep adding new content to the Somato app, so our users have fresh and inspiring classes to look forward to. Ultimately, I want Somato to be a brand that supports women in every aspect of their fitness and wellness journey.

How has your personal relationship with Pilates evolved since starting Somato? Has it changed the way you approach your own fitness routine?

Creating Somato has deepened my relationship with Pilates. It’s made me appreciate the versatility and adaptability of the practice even more, especially as I’ve tailored workouts for the app. Pilates is now an integral part of my life, and building Somato has shown me how transformative it can be for anyone, regardless of their fitness level or schedule.

For someone just starting with Pilates, what advice would you give on incorporating it into their everyday life with Somato?

Be nice to yourself! As Helen Hayes once said, “The expert in anything was once a beginner.” Somato has a bunch of introductory classes that will help onboard you into the world of Pilates. We also have deep dives into every Pilates movement used in each class, so you’ll never get stuck and confused. One pro tip is to invest in a mirror so you can check your form against your instructor.

Pre-Order the Somato Reformer

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The post How Hannah Fink, Founder of Somato, is Redefining Pilates at Home with Design & Accessibility appeared first on Athletech News.

Strength training app Ladder has secured $15 million in a Series B round and a $90 million growth investment from General Catalyst’s Customer Value strategy that will propel Ladder to reach a global audience.

Point72 Ventures and ADvantage VC led the funding round, which included participation from Steve Pagliuca’s PagsGroup, Tapestry VC, and LivWell Ventures.

“Our members come to Ladder and stay because we offer so much more than a workout library,” Ladder CEO Greg Stewart said. “The app delivers personalized, progressive plans typically only available through expensive personal training, along with a supportive community that keeps members motivated.”

The top-rated Ladder app offers weekly new workouts, offering various strength-building routines across bodybuilding, HIIT, Pilates and yoga, kettlebells and more. Users are provided with motivating tools such as detailed progress tracking, community access, and collectible badges.

The Series B funding will accelerate Ladder’s product development and fuel the launch of new ventures. Plans include introducing branded apparel, developing an Android version of its popular strength training app, and expanding into the enterprise corporate wellness market.

“When we first met Greg Stewart and Tom Digan [co-founder and president] nearly five years ago, they shared a vision of creating a new movement in fitness—one that combines vibrant community engagement with a deeply personalized, best-in-class workout experience,” ADvantage founding partner Jeremy Pressman said. “Since then, they’ve relentlessly pursued this mission, building cutting-edge technology, attracting top coaching talent, and fostering genuine accountability for members through shared experiences. These efforts have established Ladder as the category leader, setting a new standard in the fitness industry.”

General Catalyst’s $90 million investment will support the strength training app’s customer acquisition strategies.

“The blend of expert workout programming and strength coaching with Ladder’s motivational tools yields real fitness outcomes for members and strong retention,” General Catalyst’s KV Mohan said. “We believe Ladder’s predictable growth and the retentive nature of the product make it a perfect fit for our Customer Value strategy.”

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The fitness industry is doing strength training all wrong. 

At least, that’s the belief of Luke Carlson, a former NFL strength and conditioning coach who founded Discover Strength, a fast-growing fitness franchise that’s eyeing 100 locations by the end of next year.

“The research says people are supposed to strength train twice per week, not four, five or six times per week,” Carlson tells Athletech News. “How long is a workout supposed to last? According to all the scientific evidence, 20 to 40 minutes.”

Carlson has built his entire brand around that research. Discover Strength members complete two 30-minute workouts per week, performing 10-12 exercises per session while covering every major muscle group. Only one set is performed per exercise, and members receive one-on-one guidance or work out in small groups under coach supervision.

Discover Strength workouts may be short, but they’re not necessarily sweet, with reps performed to the point of failure, or past it, while under strict control. 

“Every rep is performed slowly,” Carlson explains. “That’s the key: you’ve got to eliminate momentum. Lift (the weight) slowly, lower it slowly, and then you’ve got to go to momentary muscle failure, or beyond momentary muscle failure.” 

Bringing Fitness Out of the ‘Stone Age’

Working out for only one hour per week seems to fly in the face of traditional wisdom on strength training, where time spent inside the gym is seen as a necessary sacrifice in order to achieve progress. 

Carlson calls that the “traditional mythology” around strength training. He believes it’s incumbent on the fitness industry to do a better job at prizing research over “bro science.”  

“That’s why our field is not respected in the same way a medical field would be respected, because we just make stuff up versus making clinical decisions based on scientific research,” he says. “I love our field, I’m not ripping our field, but we’re in the stone age.” 

In a bid to professionalize the industry, Discover Strength only employs coaches who are American College of Sports Medicine (ACSM)-certified exercise physiologists. This gives members peace of mind that they’re getting quality, science-backed advice, similar to a doctor’s office. 

“We don’t want a client to come to us because we have charming personalities, we have great physiques or we’re selling sex appeal in any way,” Carlson says. “We want them to be interested in us because of our expertise.” 

The Origins of Discover Strength

A one-time assistant strength and conditioning coach with the Minnesota Vikings, Carlson felt a calling to work in the fitness industry after completing a master’s degree in kinesiology. 

“People were just exercising in a way that was completely unreflective of all of this scientific research,” he recalls. “I said, ‘I’m going to spend the rest of my career bridging the gap between all this exercise science research and how people actually work out.” 

In 2006, he founded Discover Strength in Minnesota, pioneering the twice weekly, 30-minute workout concept that the brand has become known for. After opening several additional company-owned locations over the next decade-plus, Discover Strength began franchising in 2019. 

Today, the brand has 47 locations open or in development, including a strong presence in states including Minnesota, Arizona and Texas. Recent expansions include Chicago, while a Washington, D.C., location is coming soon. 

“By the end of next year we want to be at 100 units,” Carlson says, noting that franchise sales are strong. 

Riding the Strength Training Wave

Discover Strength’s growth can be attributed in large part to the incredible rise of strength training over the last few years. The modality has exploded in popularity since the pandemic, especially among women and older populations, who are increasingly ditching cardio machines for squat racks. 

The average Discover Strength member is between 45 and 62 years old, although the brand sees clients of all ages. Around 55% of members are female, a clear sign of strength training’s increased acceptance among the American population. 

Classes run around $60 for a one-on-one session and $40 for small-group training, although it can vary based on location and membership type. Carlson says the typical Discover Strength client spends between $300 and $400 per month, giving the brand healthy recurring revenue numbers that drive strong unit economics. 

Due to its relatively high pricing, Discover Strength usually sets up shop in more affluent neighborhoods. Still, Carlson sees plenty of runway for the brand in the years ahead, which could grow to as many as 1,000 locations in America if all goes well. 

“Size is not my primary driver, nor is it the driver for anyone on our leadership team – it’s the quality of the customer experience, the integrity of the workouts and the unit economics of the franchisee,” he says. “All that being said, 500 to 1,000 locations in the U.S. is very feasible.”

The post Discover Strength Eyes Growth With 30-Minute Workout Concept appeared first on Athletech News.

Tonal has unveiled its new brand platform, “Power Progress,” developed in collaboration with creative agency Quality Experience (QX). The campaign sets out to contrast outdated workout routines with Tonal’s cutting-edge approach.

Anchored by a two-minute brand film, “Power Progress” draws viewers into a black-and-white Victorian world, where people work through repetitive, archaic exercises like hammering anvils, riding penny-farthing bicycles, and lifting kettlebells. The scene then shifts to a home gym with a Tonal.

“We’re excited to see more people understand the importance of strength training for their overall health and longevity and to move past the cardio-heavy trends of the past,” Meg Douglass, Tonal’s Vice President of Marketing, told Athletech News. “But all strength training is not created equal either. The way we use technology to customize a workout at an individual level means everyone progresses at their optimal pace. That’s why ‘Power Progress’ resonated so deeply—it captures exactly what we do.”

The “Power Progress” platform represents a brand overhaul, from strategy to creative execution. Tonal’s partnership with QX introduced the brand’s visual identity, like a modular layout system, a new aesthetic, and a refreshed color palette that transitions from emerald to blue hues.

“In a time when more brands are leaning on rational proof points, we’re allowing our idea to land in an entertaining way,” said Douglass. “This more emotional approach, paired with our simple message that there’s a better future for fitness, positions Tonal as the clear choice for those ready to progress.”

Looking to 2025, Tonal remains committed to elevating the member experience. Douglass highlighted their plans: “We invest in our members, and in turn, they are our greatest advocates. We’re bringing even more classes, content, guest coaches, and features to our members next year. Additionally, we’re exploring exciting advancements in Tonal’s technology to support better long-term health outcomes.”

As a kickoff to this new era, Tonal has launched a limited-time holiday offer of $1,000 off every unit purchased on tonal.com.

The post Tonal Releases New Campaign, Redefining Modern Fitness appeared first on Athletech News.

Speediance, a connected fitness technology company based in China, has launched two new products for at-home workouts: the VeloNix Stationary Bike and the Gym Monster 2. Speediance, which sells more affordable versions of smart fitness equipment compared to competitors like Tonal, has distribution networks in the United States, Canada, Japan, and South Korea.

“At Speediance, we are committed to providing versatile, high-quality equipment that meets our customers’ diverse fitness needs and are thrilled to be venturing into a new category with the VeloNix Stationary Bike,” said Liu Tao, founder and CEO of Speediance.

“With both VeloNix and Gym Monster 2, we are forging a path in smart-home innovation for fitness enthusiasts and making smart, accessible fitness more convenient for everyone.”

Photo Credit: Speediance

The VeloNix Stationary Bike features motor-controlled resistance and integrated smart technology that enables real-time tracking of metrics such as speed, power, and cadence. The VeloNix Stationary Bike is available online for $2,299, and is the company’s first stationary bike.

Building upon the original Gym Monster, the Gym Monster 2 is more compact and lightweight. The product’s AI capabilities include an updated algorithm that provides tailored weight recommendations, while Velocity-Based Training (VBT) helps users track performance and adjust training intensity. The equipment’s resistance goes up to 220 lbs and offers visualized workout tutorials. The Gym Monster retails for $3,390.

Founded in 2020, Speediance underwent two funding rounds last year that totaled nearly $10 million, led by Oriza Speed and Haiyi Investment, with participation from Frees Fund and Rongda CVC. The brand launched on Kickstarter in 2021, raising nearly $560,000 before entering mass production in 2022.

The post Speediance Launches Two New At-Home Fitness Products appeared first on Athletech News.

SWTHZ, a leading supplier of recovery and holistic health services, facilitates wellness in more ways than one. Keeping a close ear to the ground to provide for the modern consumer while also managing to deliver a wide range of offerings that appeal to everyone, the brand meets both specific and broader wellness demands at the same time.

With this multifaceted approach, SWTHZ hasn’t just taken large steps forward, but leaps and bounds in terms of franchising. The brand has 31 open locations and 16 under construction. Future advances are expected as well. 

“This deliberate exposure to hot and cold is only going to grow in adoption,” said Mike Tan, COO at SWTHZ. “There’s going to be more down the line. We’re only scratching the surface as to the reasons why people are going to use this.”

Meeting New Demands

It’s difficult to find anything in the fitness industry more prevalent right now than strength training. Mindbody forecasted a surge in popularity for the modality ahead of 2024 and the past few months have proven it to be an accurate one.

SWTHZ has everything anyone needs to recover fast and effectively to get back in the gym quicker for more. The brand’s infrared sauna and cold plunge therapy services are especially impactful in this regard. 

“We know if you strength train, inflammation and joint pain tend to be one of the first things that comes up,” said Tan. “With cold plunge and infrared sauna, first they increase blood flow. Blood flow is particularly important when you think about reducing inflammation.”

In the sauna, infrared wavelengths penetrate the skin, reaching deep into the muscles to enhance recovery. The cold plunge further stimulates blood flow and offers anti-inflammatory benefits.

However, strength training doesn’t just test the body, but also the mind. The benefits of infrared sauna and cold plunging touch the mental and physical side of things as well. 

“You’ve also got the other part of strength training, which is stress on the mind,” said Tan. “These modalities that help release the appropriate hormones to be able to regulate a lot of that so you’re in a much better place.”

All these factors help users get a better night’s rest as well, which remains the ultimate recovery tool. 

“For those people that train aggressively and train hard, in some scenarios they will experience challenges with sleeping, depending on the time of day that they’re training and how muscles are breaking down,” said Tan. “They’re repairing themselves. So in any case where you can again support blood flow, reduce stress hormones, or things of that nature, you’re going to improve sleep. What happens when you sleep better? You’re going to recover better.”

It’s all a part of SWTHZ’s desire to be on top of all things wellness. If another fitness modality takes off like strength training, the brand will be there to support it at the drop of a hat. 

“There’s a lot of buzz around a lot of stuff,” Tan added. “At the end of the day, it’s our job to be aware of what these trends are and how they potentially fit into our product roadmap. We’re always going to be aware of what’s out there and if it makes sense in terms of it fitting within this luxurious contrast therapy wellness experience that we want, then we’ll be interested in bringing it into the member experience.”

Wellness for All

Even while catering to the specific demands of current wellness consumers, SWTHZ pays attention to the general fitness community with equal vigor. It’s an important group to pursue in furthering the growth of wellness — and a lucrative one. 

SWTHZ reports that 20% of the population in North America has a gym membership, but 50% don’t use it. That data suggests the gym is no longer the first place people visit to begin improving their health. SWTHZ is eager to make itself available and welcoming as a new, alternative starting point for a healthier lifestyle. 

“The world is telling us that just going to the gym doesn’t work for everyone,” said Tan. “They’re looking for alternative solutions and in this context, at SWTHZ, you’ve got three types of members. You’ve got individuals who are looking to recover from fitness, those who are coming in for mental health reasons, and then the individuals just looking to live a healthier life and recognize the benefits of hot and cold exposure. If you think about that, there’s a really big total addressable market.”

“I think it’s just very important that because our product is able to impact a very broad range of health outcomes, we’d be crazy not to have a product that is able to appeal to that broad of an offering,” he added. “From a business perspective, it makes sense. From a product perspective, it makes sense because it doesn’t require a different product or experience.”

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