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

Study Highlights: Wine and Cardiovascular Health

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

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

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

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

A Balanced Perspective

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

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

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Marathon runners meticulously plan their training, gear, and nutrition — but new research from Brown University suggests they may also need to consider air quality. A study published in Sports Medicine has found that fine particulate matter in the air can significantly impact race-day performance, even for the healthiest athletes.

Analyzing data from more than 2.5 million marathon finishers across nine major U.S. marathons between 2003 and 2019, researchers discovered that higher levels of fine particulate matter correlated with slower average finish times. Male runners experienced a 32-second delay per 1 µg/m³ increase in air pollution, while female runners saw a 25-second delay.

While these delays might seem minor, they are critical for runners striving for personal bests or professional records.

“Think of all the effort a professional runner like Eliud Kipchoge puts into breaking world records,” said study author Elvira Fleury, a former graduate student at Brown and current doctoral student at Harvard University. “Our results show that air pollution can’t be ignored by those aiming to optimize performance.”

The study utilized a sophisticated spatial-temporal model to measure air pollution levels at specific points along marathon routes. The findings revealed that even pollution levels below current health standards negatively impacted athletes.

Joseph Braun, professor of epidemiology at Brown, highlighted the broader implications: “This study shows air pollution affects not just the elderly or susceptible populations, but also the fittest and healthiest among us.”

The researchers suggest that regulating emissions from power generation, transportation and industry could improve overall health outcomes and athletic performance.

For endurance athletes and coaches, the study underscores the importance of factoring in environmental conditions during race planning. As marathons grow in popularity, awareness of air quality may become as crucial as proper hydration or pacing strategies.

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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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Technology has certainly advanced all areas of life, but its reach and impact on the fitness and wellness industry are still in the early stages. It’s an area where leading brands are poised to transform the member experience.

Fit:match may have set out to serve the fashion sector, but the company’s advanced 3D body scanning technology now sees a massive opportunity in fitness. Sensing the increased demand and interest in hyper-personalized health and fitness data, Fit:match and its patented platform are ready to change the gym game.

Using the ultimate trifecta — augmented reality, artificial intelligence and 3D technology — Fit:match allows fitness trainers to quickly obtain and analyze comparative data and insights on the 3D shape of clients, providing them with a visual representation.

“Fit:match creates a digital twin of a person’s size and shape – their physique – which has not been available to the masses until now,” explains marketing director Hillary Littleton. “This opens the door for fitness enthusiasts and athletes to literally look at their body composition, fat and muscle mass, asymmetries and more, which in turn unveils limitless opportunities for trainers and gyms. Imagine being able to show a client who is on a weight loss journey their progress in this way.”

Not only does Fit:match drive engagement with the ultimate personalized experience, but gyms can also use the data to track trends, member needs, upsell or offer merchandise discounts to clients meeting their goals.

“Providing hyper-personalized data that’s different from the gym next door will win,” Littleton points out. “Further, you’ll be the gym that facilitates the best results for members because trainers can be more precise in delivering personalized plans.”

How Tech is Enhancing, Not Replacing, Personal Trainers

As fitness and wellness consumers see emerging technology offering groundbreaking ways to put them on the path to better health, the fitness industry and its dedicated personal trainers need not worry about being replaced. After all, the fitness business has been (and will always be) a people-driven industry, and making personal connections with club members and clients will always be a differentiating factor.

Look no further than Future, a digital personal training platform that has released an AI-driven tool, Assistant Coach, to empower fitness coaches to take their business to the next level. This new function allows coaches to create workout plans and send voice or text messages to clients.

“Future’s AI actually promotes more thoughtful and meaningful human interactions,” Future’s co-founder and CEO Rishi Mandal says. “It allows the coaches to focus on the human relationship and also scaffolds for it, suggesting workouts and insights to the trainer based on what workouts users have liked, personal interests, work and travel plans, times of the day/week you’re most receptive, etc.”

Future’s Assistant Coach trained on tens of millions of text conversations between personal trainers and their clients, along with roughly one million custom workout programs, thereby exceeding general-purpose AI models, such as OpenAI.  

“Large, general-purpose models are great at some things, but are rarely used for high-value use cases,” Mandal explains. “For instance, you wouldn’t let ChatGPT drive your car for you. Instead, we tend to rely on models that are trained on real-world driving data to power-assisted cruise control or self-driving functions. Similarly, Assistant Coach includes specialized AI agents that are built to help interpret a member’s needs, bank a memory about a member, design custom training plans, and so on.” 

While Future’s technology gives personal trainers the ability to not miss a beat, Mandal says the most profound aspect is that it brings coaching, one-on-one expertise and accountability to more consumers than ever before.

Halotherapy Solutions: Pioneering Wellness & Redefining Recovery  

Although the “Gym of the Future” may bring personalized, cutting-edge technology to mind, it should not be overlooked that fitness consumers are also looking for holistic wellness solutions.

Enter Halotherapy Solutions, a wellness brand designed to give fitness and wellness operators a unique therapy and recovery offering. The company has tripled its business since 2021, with CEO Steven Spiro noting that Halotherapy has relished the post-pandemic demand for wellness, ready to serve with its innovative products, such as the HaloSauna.

“With the demand for wellness growing, ‘typical’ wellness facilities began to add more modalities like we offer,” Spiro explains. “Plus, and maybe more significantly, ‘non-traditional’ facilities are evolving to become more ‘wellness centers.’ We’ve seen huge growth in a variety of verticals like spas, gyms, tanning salons, yoga studios, wellness real estate communities, senior living, and more.”

The brand recently launched HaloRestore & Recovery — the first and only series of programs that blend salt therapy with its Restore and Recovery equipment, including popular therapies such as red light, cryotherapy and cold plunge.

Keeping a pulse on the wellness sector, HaloRestore & Recovery was born not just out of necessity, but at the urging of the health and wellness industry. 

“I have been in the Halotherapy space for about a decade and have seen a shift throughout the years,” Halotherapy CRO and program creator Lisa Semerly explains. “The industry has moved into ‘next generation’ salt therapy, stacking or layering multiple modalities together in one unit to customize the guest’s experience while at the same time maximizing the return on investment per square foot for the facility owner. Taking that one step further and keeping pace with the current environment, HaloRestore & Recovery was conceived last year.”

Halotherapy has given operators the ability to offer advanced recovery options while being mindful of space requirements. Perhaps more importantly, it gives fitness operators the chance to truly serve the majority of their members. As Semerly points out, one in every three athletes experiences some form of exercise-induced asthma, making it difficult for members to hit their personal fitness goals.

“If your respiratory system is run down or under attack and you can’t breathe, your workouts are going to be less effective,” Semerly explains. “Salt therapy alone expands the airway for increased lung function and increased oxygen saturation. It helps with muscle endurance and strengthens the abdominal wall for increased lung capacity and oxygenation.”

And, as consumers become increasingly intrigued by holistic wellness therapies, Halotherapy’s newly patented Vitality Booth Plus serves as the ultimate engagement tool for operators. The Vitality Booth Plus is a multi-function chamber that blends salt and red light therapy — a winning wellness combination.

“What makes the Vitality Booth Plus so effective and unique is the science,” Semerly says. “The inspiration behind it came from one of our partners and salt therapy enthusiasts who owned a World Gym. He was looking for a game changer in the fitness space to include red light and salt therapy and understood that red light in the presence of salt crystals creates a far more effective experience for both.”

In addition to aiding recovery and respiration, the Vitality Booth Plus addresses skin health with anti-aging, wrinkle reduction and even weight loss and mood enhancement.

The future looks bright for Halotherapy, especially as consumers become more health-conscious and seek ways to support longevity.

“We learned a lot in a post-COVID world,” Semerly adds. “More and more folks are taking self-care much more seriously. Those who take health and fitness seriously have realized that without a true recovery component, burnout, injury, and less effective workouts are inevitable. Halotherapy will continue to be part of the conversation in the fitness community well into the future.”

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

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

Remote Personal Training Tops the Charts

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

Hyrox Grows in Awareness, Popularity

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

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

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

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

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

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

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

Nostalgia Returns With Step Aerobics, Rollerblading

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

Other Trending Searches

Other notable fitness searches in 2024 included:

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

Fitness Fads Lose Ground

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

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

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Personal trainers are getting more support when it comes to helping their clients cut down on alcohol consumption. 

ABC Trainerize has partnered with mindful drinking app Sunnyside to provide fitness coaches and personal trainers with resources to support their clients who participate in “Dry-ish” January, a play on Dry January, a popular public health initiative that sees people abstain from alcohol consumption in the new year. 

With the partnership, fit pros who use ABC Trainerize will get access to Sunnyside tools for personalized alcohol-reduction, including daily habit-tracking templates, communication tools and evidence-based insights on the benefits of reducing alcohol intake.

ABC Trainerize, a leading software platform for fitness coaches and personal trainers under the ABC Fitness portfolio, has seen the tracking of alcohol-related habits increase nearly 3x over the last few years on its app, it reports. 

“At ABC Trainerize, we are focused on empowering trainers and coaches to deliver life-changing fitness and wellness experiences,” said ABC Trainerize platform president Sharad Mohan. “In fact, alcohol-related habits are one of our most-tracked habits on the app, so by partnering with Sunnyside, we are expanding the definition of wellness to include mindful drinking, helping trainers support their clients in achieving both their fitness and lifestyle goals.”

Dry(ish) January initiatives come as the personal training industry embraces holistic health and wellness. Gone are the days when trainers could design a simple workout routine for their clients and call it a day. As the wellness market continues to grow, fitness enthusiasts increasingly expect personal trainers to act as go-to sources of information for general health and wellness, including sleep, mindfulness and, in some cases, alcohol consumption. 

Last year, the National Academy of Sports Medicine (NASM) launched a continuing education course for personal trainers called “Mindful Drinking,” which delves into alcohol’s influence on wellness pillars like nutrition, sleep, cognitive function and physical activity. The course also gives fit pros resources for understanding society’s relationship with alcohol.

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

At a time when industry leaders are moving away from traditional tools like BMI in favor of shape-based metrics such as the Body Roundness Index (BRI), Fit:match, a technology company specializing in 3D body scanning and analysis, has introduced a solution designed to do so while also aiming to meet the growing consumer demand for real-time, hyper-personalized body insights.

In partnership with Intel Corporation’s RealSense technology, Fit:match has launched Reflect, a one-sensor 3D LiDAR body scanning system designed to change how users access and utilize body data across fitness, wellness and retail industries.

During a recent launch webinar, Hillary Littleton, head of marketing at Fit:match, explained the impetus behind Reflect. 

“Feedback from gyms, wellness centers, and other partners revealed a real need for tools that provide immediate, personalized body data,” she said. “While wearables are great at tracking metrics, they often miss out on immediacy and Reflect aims to bridge that gap.”

How it Works

Reflect is a freestanding, interactive 3D body scanning device designed to deliver precision measurements and personalized insights in seconds. Users stand on a turntable that spins 360 degrees as a single-sensor LiDAR scanner captures an accurate 3D body model in real time – generating a personal avatar. Minimal scan requirements ensure that scans can be done at any time with no need for fasting or X-rays.

Next, users can scan a QR code on the Reflect tablet to view their results via the Fit:match iOS app. Within the app, users gain access to a range of body insights, including:

• 3D body metrics and circumference measurements (neck to ankles)
• 2D dimensions
• Tools to track body transformations over time
• Personalized size recommendations from partnered retail brands like Lululemon, Skims, and Vuori and others

Reflect’s 3D shape tracking is meant to offer a more comprehensive view of body transformation beyond traditional weight or BMI metrics. By visualizing progress through an avatar, users can focus on improvements in muscle development, posture and overall shape changes.

“The goal is to provide instant, actionable insights that fit seamlessly into busy lifestyles,” said Littleton.

Precision and Privacy

Another touted benefit is the tech’s ability to protect privacy. Reflect does not capture bio-identifiable data such as photos or videos, but focuses solely on body shape and measurements, keeping user data secure.

For fitness professionals and gym operators, Reflect offers a visual, shape-based approach to body transformation. Gym members can scan themselves regularly to track changes, while trainers and coaches use the data to tailor programs with greater precision.

Littleton pointed out the increasing need for this kind of real-time data in athletic spaces.

“In competitive sports, understanding the intricacies of body shape is key to measuring performance. Understanding asymmetries — how one side of the body may differ from the other – can be key to targeting specific areas for improvement over time.”

Looking ahead, Fit:match plans to enhance Reflect’s capabilities even further. By Spring 2025, the company plans to roll out additional features, including advanced tools for tracking and comparing 3D avatars over time, making body data even more actionable for users. Other updates will allow members to better manage their profiles on mobile devices, share progress with trainers or nutritionists and receive size recommendations across partnered retail brands all within the app.

The post Fit:match & Intel Unveil New 3D Body Scanning Technology appeared first on Athletech News.

A new year ushers in a familiar sight – fitness facilities buzzing with new and returning members eager to kickstart their resolutions. January, often dubbed “fitness season,” presents a golden opportunity for owners and operators to not only handle the influx of traffic but also stand out from the competition and foster lasting member loyalty.

By asking the right questions and preparing strategically, gym operators can optimize their spaces, create an efficient and enhanced experience, and ensure new members stick around well beyond the seasonal rush.

But where to begin? Decisions involving layout and space maximization often come with tough challenges. Rushed, poorly considered choices can lead to long-term inefficiencies and missed opportunities.

REP Fitness, known for its multi-functional equipment and innovative storage solutions, offers gym operators tools and equipment that tackle these challenges head-on.

Turning Chaos into Opportunity: Avoiding Common Pitfalls to Maximize Outcomes

To better understand these hurdles gym operators face and the strategies to overcome them, Athletech News spoke with Business Development Representative Annie Brunner, who shares her insights on common pitfalls and practical solutions.

1: Misjudging Equipment’s Impact on Square Footage and Operational Capacity

Brunner says one common oversight is underestimating how much space certain equipment requires, which can disrupt the flow and functionality of a facility.

“Single-use items like battle ropes or sleds can consume over 200 square feet, limiting functional space for group workouts,” she explains.

A great solution is to look for multi-functional systems, such as REP’s Hyperion Series – designed to maximize efficiency. These systems allow athletes to complete an entire routine within a single footprint, freeing up valuable square footage.

2: Investing in Single-Use Equipment

Traditional, stand-alone equipment like cable machines and full dumbbell sets often monopolize space without proportional returns in functionality.

Focusing on innovative equipment that takes this into account is a smart choice.

“The PR-5000 with the Athena Cable Attachment integrates cable functionality into a squat rack, doubling usable floor space while maintaining versatility,” Brunner says. Adjustable dumbbells, like the REP x PÉPIN Fast Series, further optimize layouts by replacing bulky dumbbell sets, freeing up as much as 50 square feet. Operators can then either increase client capacity or reduce studio size, lowering overhead costs.”

3: Over-Indexing on Cardio vs. Strength

With a rising emphasis on the long-term benefits of strength training, facilities that lean heavily on cardio equipment may end up with members seeking alternative solutions.

“Facilities that are overly reliant on cardio equipment risk alienating this growing demographic,” notes Brunner. “REP’s strength-focused setups, including racks and adjustable systems, cater to shifting member preferences, providing versatile options for evolving fitness goals.”

4: Overcrowding the Gym Floor

Overloaded gym floors filled with single-purpose machines can create inefficiencies, long wait times, and a cramped experience for members.

“With versatile stations like those in the Hyperion Series, members can perform varied workouts simultaneously,” says Brunner. “This not only speeds up workout times but also creates a more pleasant experience for everyone.”

5: Inefficient Storage and Clutter

Cluttered gym floors not only disrupt the member experience but also pose safety risks. Improperly stored equipment can cause accidents and make spaces feel disorganized.

REP’s Modular Storage System (MSS) helps operators reclaim floor space by securely storing equipment like dumbbells, kettlebells and medicine balls on wall-mounted units.

“A modular storage system enables operators to store more equipment while freeing up valuable floor space,” Brunner explains. “This approach supports increased client capacity, making every square foot count.”

A Real-World Example: F45’s Smart Space Solutions

F45 studios have long been known for their smart use of space, which is essential in their compact, functional fitness environments. REP Fitness worked with F45 to replace bulky machines with versatile equipment and incorporate modular storage solutions

The result? A space that accommodates more members, delivers better workouts and feels open and welcoming.

“By changing out their pull-up station with REP’s Athena Rack Systems, F45 expanded their exercise offerings by over 600 options without increasing the equipment footprint,” explains Brunner. “This exercise variety also improves member engagement, retention and satisfaction, proving that smart equipment choices directly impact business metrics.”

Checklist for Success

Brunner recommends conducting a simple space audit to prepare for the New Year. Here’s a quick checklist:

1. Evaluate Traffic Expectations: Identify how many members the space needs to accommodate per hour.
2. Optimize Square Footage: Replace single-purpose machines with versatile, space-saving options.
3. Balance Strength and Cardio: Adjust layouts to accommodate the growing demand for strength training.
4. Declutter: Use wall-mounted storage to keep equipment off the floor and maximize usable space.

As fitness operators prepare for the busiest season, REP Fitness provides solutions.

By investing in versatile equipment and storage systems, facilities can create spaces that not only accommodate increased traffic but also set the stage for success far into the future.

The post New Year, New Spaces: Maximizing Gym Efficiency with REP Fitness appeared first on Athletech News.

A recent global study reveals that 78% of women find exercise helps alleviate period symptoms, shedding light on an important yet often overlooked aspect of fitness. With growing interest in “cycle syncing”— a method of aligning daily habits, including exercise, with the menstrual cycle — fitness professionals may want to reevaluate how they design programs for female clients.

“Cycle syncing is not just a trend; it’s a practical tool for helping women better understand their bodies and optimize their routines,” says Joanna Shinewell, high-performance dietitian and advisor for Cycl Health, in a press release. As personal trainers and fitness coaches seek to deliver more tailored, effective programs, integrating this knowledge could help clients achieve their goals while also improving their overall well-being.

The findings, which also highlight a 1,484% increase in global searches for “cycle syncing” over 5 years, suggest an opportunity for fitness professionals to support female clients with customized workout plans that align with their hormonal cycles. This approach not only acknowledges natural fluctuations in energy and performance but could also foster stronger client-trainer relationships by demonstrating a commitment to personalized care.

Understanding Cycle Syncing

Joanna Shinewell, a high-performance dietitian and Cycl Health advisor, explains that cycle syncing involves adjusting routines in response to hormonal shifts across the menstrual cycle. “Cycle syncing is a wellness practice that helps women better understand their bodies by paying close attention to how hormones fluctuate throughout the month,” Shinewell says. “It’s about adapting your daily habits—like your workout regime or diet—to improve hormonal balance and support your overall health.”

Each phase of the menstrual cycle—menstrual, follicular, ovulation, and luteal—impacts energy levels, mood, and physical performance differently. Shinewell stresses that understanding these changes can empower women to optimize their routines. “This approach encourages a deeper connection with your body’s needs, allowing you to create healthier habits,” she adds.

Tailoring Workouts to Each Cycle Phase

Menstrual Phase:

During menstruation, estrogen and progesterone are at their lowest, often leading to fatigue, cramping, and mood changes. Shinewell suggests prioritizing low-intensity activities like yoga, Pilates, or gentle walks. “It can be hard to stick to an exercise routine during this phase, but even a simple outdoor walk can boost your energy and mood,” she says.

Follicular Phase:

The follicular phase is marked by rising estrogen levels and increased energy. Shinewell recommends incorporating higher-intensity workouts, such as strength training or high-intensity interval training (HIIT). “This is when your energy levels are at their highest, so it’s a great time to focus on more challenging activities,” she explains.

Ovulation Phase:

Ovulation is often the physical and mental peak of the cycle, supported by high estrogen levels. Shinewell advises continuing with high-intensity activities like running, cycling, or heavy weightlifting. “Your endurance and energy are at their peak during this phase, so it’s a good opportunity to push yourself,” she notes.

Luteal Phase:

The luteal phase occurs in the second half of the cycle and often brings symptoms like fatigue, bloating, and elevated body temperature. Shinewell suggests scaling back to moderate-intensity workouts, such as light strength training or low-impact cardio, and focusing on recovery.

“By the end of this phase, your body may feel more fatigued, so it’s important to prioritize rest and adjust your routine as needed,” she advises. Shinewell also notes that increased calorie intake during this phase can help support metabolic changes.

A Holistic Perspective

While the study underscores the role of exercise in managing period symptoms, Shinewell emphasizes the importance of listening to the body. “The rising trends around cycle syncing show us that women are increasingly curious about understanding their bodies and making positive changes to improve their health,” she says.

By aligning habits with the menstrual cycle, women can foster a more sustainable approach to fitness and well-being, supporting both physical and mental health. Shinewell concludes, “This is not about perfection but about tuning in to what your body needs at different times of the month.”

The post How Cycle Syncing Could Transform Training Programs for Women appeared first on Athletech News.

National Stretching Day is December 11 and showcases the transformative power of stretching — from improving everyday movement to enhancing athletic performance through both self-guided and assisted technique. Recent research reveals compelling evidence, from improved heart health to increased strength and even a potential link to longevity. Here’s a closer look at three studies shaping the future of flexibility training.

1. Stretching Improves Cardiovascular Health

Researchers at the University of Milan conducted a 12-week study examining how stretching affects arterial function. Participants engaged in 40-minute sessions, three times per week, focusing on lower body stretches. The results were significant: arterial stiffness significantly decreased, leading to improved blood flow and reductions in both systolic and diastolic blood pressure.

The findings suggest that stretching isn’t just for muscle health — it’s a key component of cardiovascular wellness. Fitness businesses can leverage this insight by offering specialized stretching classes that appeal to members focused on improving heart health or recovering from conditions like hypertension.

2. Stretching Builds Strength and Muscle Volume

A comprehensive meta-analysis published in Sports Medicine revealed that static stretching can yield measurable improvements in muscle strength and size. The study analyzed data from participants who practiced static stretching routines — holding a stretch for 15-60 seconds — over several weeks. The researchers found that consistent practice not only enhanced flexibility but also increased muscle cross-sectional area and force output.

This challenges traditional fitness paradigms, where strength training and stretching are often siloed. For gym operators, these findings open the door to hybrid classes that combine mobility with strength, appealing to members seeking efficient, multifaceted workouts.

3. Stretching Linked to Longevity

Flexibility may serve as a predictor of overall health and longevity, according to a study in the Scandinavian Journal of Medicine & Science in Sports. The study tracked 3,000 middle-aged adults over several years and measured their ability to perform simple flexibility tests, such as forward bends.

The results were striking: individuals with higher flexibility scores had a 15% lower risk of all-cause mortality. Researchers hypothesize that flexibility reflects systemic health, including muscle quality, joint function, and even metabolic health.

For fitness professionals, this finding reinforces the importance of incorporating stretching into holistic wellness programs, particularly for older populations seeking to improve quality of life as they age.

Stretching is a cornerstone of wellness with clear, evidence-based benefits. For gyms and studios, this presents an opportunity to enhance offerings with dedicated stretch classes, mobility workshops or one-on-one flexibility coaching.

Facilities could also consider integrating stretching equipment or recovery zones to cater to members interested in longevity and functional health. Promoting the science-backed benefits of stretching can not only drive member engagement but also position your business as a leader in cutting-edge wellness solutions — not just on National Stretching Day, but every day.

The post Studies: Stretching Boosts Heart Health, Strength & Longevity appeared first on Athletech News.

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.

The post Ginkgo Health Launches Fitness App for Underserved Populations appeared first on Athletech News.

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.”

The post Is Walking Backward Gaining Ground? appeared first on Athletech News.

CR Fitness Holdings has emerged as the largest and fastest-growing franchise group in the thriving Crunch Fitness system, recently topping 70 gyms as it eyes 100 clubs by 2026. 

Crunch’s top franchisee is also a leader when it comes to personal training, outpacing gym industry standards when it comes to personal training revenue at its clubs. 

The leader of CR Fitness’ personal training business, vice president of personal training Darrick Druce, joined the company back in 2016 after spending time as a staffer for the Chicago Bulls, YMCA and LA Fitness. Over the last eight years, Druce has built CR Fitness’ personal training arm into one of the industry’s best.

Druce sat down with Athletech News to share how CR Fitness drives personal training revenue by taking a member-first approach, recruiting top talent and adapting to industry trends. 

Put ‘People Over Profit’

When Druce got to CR Fitness, his first focus wasn’t on driving personal training revenue (that would come later). Instead, he sought to create a culture that could thrive from gym to gym. 

“Industry experience taught me that people run our business,” he tells ATN. “So when we got here, the goal was, let’s prioritize people over profit.”

Druce says gyms must resist the temptation to turn personal training into a sales-first process, calling this an “old-school” way of thinking. Instead of aggressively pushing a personal training package at point-of-sale as soon as a member signs on the dotted line for a membership, gym staff should seek to build a relationship with the member, understanding their fitness goals and aspirations. 

“The reality is all members have goals,” Druce says. “(But) very few members have a plan that aligns with the goal.” 

If gym staff can build a rapport with the member, shelling out extra money on a personal training package becomes much more palatable – and more effective over the long run.  

“We’re trying to get them interested in the idea of taking a coach with them on their journey, and having guidance and mentorship along the way,” Druce adds.

For CR Fitness, the strategy seems to be paying off. Druce reports that around 60% of the franchisee’s new members decide to purchase an introductory personal training session, called “CruchONE Kickoff.”  Of those who attend the kickoff session, around 42% opt to buy a longer-term personal training package. 

Be ‘Relentless’ in the Pursuit of Top Talent  

Personal training might be on the rise post-pandemic, but many big-box gyms are finding it more difficult to hire and retain quality staff due to competition from social media and lingering effects from COVID-era gym shutdowns. 

“We have to be relentless in our pursuit of the right talent,” Druce says.

CR Fitness is certainly relentless in its pursuit of quality personal trainers, scouring LinkedIn and sometimes doing tens of interviews just to hire the right candidate. Druce highlights the importance of hiring staff who embody CR Fitness’ member-first culture.

“We want talented people, but we want people who prioritize the member over themself,” he says. “It’s a selfless sacrifice. If we’re hiring managers who only care about how much they sell and their own personal paycheck, we probably hired the wrong person.”

While CR Fitness is relentless in its recruitment of outside talent, it also hires from within. Druce notes that around 70% of personal trainers at CR Fitness-owned Crunch gyms started out as members.

This is an important recruiting tool for big-box gyms to leverage, he believes. 

“All of our members chose us over our competitors, which means they chose to spend their money here. They believe in who we are at CR fitness,” Druce says. “So if I’m meeting someone in the club who chose us, who looks the part, who seems confident on the floor, I strike up a conversation with them.”

After the right talent is identified, the CR Fitness team is confident its onboarding program is second to none in the industry. As part of the onboarding program, new trainer hires get coached by district managers at CR Fitness’ corporate office, learning the ins and outs of the business of personal training before they ever start training clients.

CR Fitness’ recruitment strategy seems to be paying off, with trainer retention metrics far above industry averages. 

“We only have a 4% (monthly) turnover rate right now, which is unheard of in the industry,” Druce notes. “I’ve been part of organizations before where they have over 100% turnover across 12-month timeframes.”

Adapt or Die: Embrace New Trends

CR Fitness’ personal training success speaks for itself, but the company isn’t resting on its laurels. Druce and his team are constantly evolving the program to account for new trends in fitness and technology. 

For example, the company has made its personal training program fully digital, allowing members to track their workouts and communicate with trainers from their phones when they’re outside of the club. 

“The reality is there are two main reasons that a client quits: lack of communication between them and their trainer, and lack of usage of their sessions,” Druce says. “If we can ensure that their session usage stays on track with what they purchase and that their trainer communicates well, we know that client’s going to stay long term, so we’ve doubled down on those two things.” 

Evolving includes embracing new ways of working out, including the global rise of strength training. CR Fitness has added more strength equipment to its Crunch gyms while scaling down on its cardio machine offerings. Personal trainers actively encourage members to include strength training in their routines.

“Whether it’s Phil Heath the bodybuilder walking through the door or Mrs. Jones, who’s working out for the first time in her 60s, we want to introduce them to free weights and strength training early,” Druce says. 

CR Fitness is also embracing AI, using artificial intelligence to analyze data and help personal trainers decide when it’s the right time to reach out to clients to keep them engaged in their training journey. Personal trainers can also use AI to help design workout programs, if they choose. This can be especially beneficial for trainers with large client rosters, Druce notes. 

Overall, Druce believes CR Fitness’ early embrace of AI reflects the company’s entrepreneurial approach since day one.

“We’re willing to take risks,” he says. “I think in business, or anytime you’re an entrepreneur, you have to be willing to take risks. We’re not afraid to adapt because adaptability is what allows you to survive in any business.” 

The post How Crunch’s CR Fitness Created a Winning Personal Training Biz 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 a time when convenience is king, GymGuyz is leading the charge in transforming the fitness industry with a fresh approach. The in-home and on-site personal training franchise is disrupting traditional gym models with its mobile method —  meeting clients on their own time at the location of their choice — and is prioritizing human connection and accountability.

If you haven’t seen a GymGuyz van in your neighborhood yet, you will soon. Athletech News caught up with founder and CEO Josh York on what’s in store for the fitness franchise in 2025 and beyond.

The Art of Convenience 

“Convenience will continue to rule the world, and that’s not going anywhere,” York says.

It’s at the heart of GymGuyz, which has remained agile at a time when brick-and-mortar-based businesses have wrangled with securing costly real estate.

GymGuyz clients can easily book a personal trainer to meet them anywhere—at home, the office, a local park, or even virtually. The trainers offer one-on-one sessions or can lead a small group, while also offering customizable plans. Businesses have also enlisted the services of GymGuyz to bring fitness services to employees at schools, hospitals, and more.

“Ninety percent of people who have a gym membership don’t go,” he continues. “Treadmills become the most amazing clothing racks. Apps don’t work…AI — it’s not going to happen. People need human interaction and accountability, and some of the most successful gym models out there are based on you not going to the gym. Who’s going to cancel for $10, $20 a month? It’s more like psychological play and they’re still unhappy — they still want to lose weight or become stronger, or be able to play with their kids for a longer time and build up their endurance — whatever their goals may be — and we’re able to do that.”

York points out that GymGuyz clients are consistent, training and stretching two to seven days a week.

“We have businesses using our services seven, eight hours a day, five, six days a week,” he says. “I call it aggressive recurring revenue. But at the end of the day, everything’s about convenience, and that’s why we’re continuing to dominate and disrupt the entire fitness industry.”

Food for Thought 

Part of what gives York such valuable insight is his own experience as a trainer, with a deep understanding of the highs and lows.

“When I started this from day one, I always knew that it was very hard for clients to come,” he says. “Clients would never show up. They would sometimes show up late, or they couldn’t make the session. The whole idea came when one client said to me, ‘I wish you could come to my house. I don’t have any equipment,’ and I was like, wow, no one’s ever professionalized that concept. No one’s ever franchised it. I’m going to do it.”

He also offers advice to personal trainers who may feel uneasy about advancing technology in the fitness industry, particularly with the rise of artificial intelligence designed to hyper-personalize workout programs.

“It will never happen,” he says. “I used to be mentored by a very good friend of mine, and he used to say not to chase shiny objects. AI — it looks like a shiny object, but it’s not going to last very long. You need human interaction.”

York also doesn’t hold back on the practicality of scaling as a personal trainer.

“You cannot be doing (personal training) when you’re 60 years old, 70 years old,” he says. “You could, but do you really want to be? I love training my life, but I knew that I had to be able to make money when I was sleeping.”

GymGuyz, he says, offers a career path for fitness professionals and has led to numerous opportunities for team members. The model also allows franchise partners to break into the booming fitness industry with a low investment cost and a relatively quick launch.

“You start as a part-time trainer, you go to full-time training, go to a territory manager, an area manager, a GM… and we have many scenarios where people literally not even having to put money up – their hard work, the sweat equity they put into their business – they’re getting partial ownership within that franchise,” he explains. “Then I have some owners that have actually gone into business with their team members and opened new franchises. So you can really be a trainer and have a career within our organization, which you really can’t do in many places.”

What’s Ahead for GymGuyz

The personal fitness franchise is gearing up to launch a new food partnership and is looking to open additional locations in the Florida, Illinois, Texas, California, Seattle, and Nevada markets. Open territory is available in the Carolinas.

“Boston’s another big market,” York says. “2025 is going to be a massive, very exciting year for us.”

Having franchise partners with the right mindset is imperative to the brand, York says, sharing that GymGuyz is mindful of finding suitable franchisees.

“This is not a one-day-a-week thing; it’s not a two-day week thing. It’s an everyday thing,” he says. “And when you do that, and you continue to stack small wins over and over and over again, eventually you have an incredible business. I always make it very clear: we don’t sell franchises; we award them. We’re looking for the right people. It’s very important.”

While GymGuyz plans to add more services for its clients, one of its major strategic initiatives going into the new year is to continue adding more revenue streams for its franchisees. 

Earlier this fall, GymGuyz unveiled GG Drive at its eighth annual Recharge Convention in Cancun — a data platform that allows franchisees to boost their business and discover insights across areas like leads, sales funnels, client interactions, cash collections, fitness package utilization rates and digital marketing efforts.

GymGuyz also introduced assisted stretching services for its clients — a service that has become quite popular in the pursuit of wellness.

“Stretching has been huge. It’s going really well, and it’s continuing to scale and grow,” York says, noting that GymGuyz’s assisted stretching services provide a more private experience compared to brick-and-mortar locations where clients share a room with others.

Long term, GymGuyz plans to service the entire U.S. and scale its international footprint. But York appears most excited about the number of lives GymGuyz will change.

“As I like to say, it’s great to make a living. It’s much better to make a difference,” he says. “And that’s what we do. We help people. We make a difference. We make change in the community, and that’s going to continue to keep growing.”

The post GymGuyz Founder on Why Human Connection Always Wins appeared first on Athletech News.

As artificial intelligence (AI) integrates into workout routines, workouts are now offering unprecedented levels of personalization and accessibility. FitnessAI, a platform leveraging AI technology to deliver such customized workouts, is looking ahead to how AI will continue to shape the future of fitness and wellness.

The Rise of AI in Fitness

The fitness industry is abuzz with innovations like AI chatbots, ChatGPT plug-ins, and AI-generated fitness content. While progress is accelerating, Kerri Walsh, COO of Appex Group Inc., which operates FitnessAI, told Athletech News that the industry is still on the cusp of realizing AI’s full potential. “It will likely take another year before AI models reach the sophistication needed to fully meet the growing demands of the fitness industry,” she noted.

One area where AI is already making a significant impact is personalization. “Our app, FitnessAI, provides highly personalized workouts using data from over 6 million users collected over the past 5 years. This level of customization simply wouldn’t be possible without AI,” Walsh explained.

The Future of AI in Wellness

As consumers increasingly expect tailored experiences, AI will be used more for wellness brands. Walsh predicts that as AI technology advances, personalization will deepen, allowing for greater precision in workout plans, nutrition strategies and recovery programs.

“AI tools will enable brands to push the boundaries of personalization,” Walsh noted. “For example, our latest feature, BodyScan, allows users to measure body metrics and track their progress using just an iPhone, offering a scalable, affordable alternative to expensive X-ray-based body measurement methods.”

Balancing Innovation with Privacy

As AI becomes more central to fitness, concerns around data security and privacy loom large. “Data security and privacy are major concerns when implementing AI solutions,” Walsh acknowledged. She emphasized the importance of adhering to strict privacy policies, obtaining clear user consent and being transparent about data use.

“When working with third-party AI services, it’s crucial to ensure data won’t be used or retained for model training without explicit permission. Companies must also stay updated on evolving regulations to protect user privacy effectively,” she added.

The Role of AI in Live Personal Training

Rather than replacing personal trainers, Walsh expects AI to enhance their capabilities. AI can help trainers scale their businesses by processing vast data sets, creating personalized workout plans, and tracking client progress.

“Trainers will continue to provide the human connection and personalized guidance that clients seek. AI will support, not replace, their expertise, allowing them to deliver even greater value,” Walsh explained. FitnessAI’s trainer-led apps already integrate AI to empower trainers, combining the best of human and machine intelligence.

What’s Next for AI in Fitness?

Looking ahead, Walsh envisions even greater integration of AI in fitness, with advancements that make personalized health and wellness accessible to all.

“AI is transforming personal fitness by offering a level of customization that was once only available through high-cost personal training,” Walsh concluded.

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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.

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