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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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.

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

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

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

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

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

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

The post DTC Wellness Brands Land in Airports appeared first on Athletech News.

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.

The post These Fitness Trends Could Dominate in 2025, Google Data Shows appeared first on Athletech News.

Signe Svanfeldt is the Lead Nutritionist at Lifesum, a highly popular healthy eating platform

When most people think of fitness and well-being, they often focus on their physical strength, cardiovascular endurance or mental resilience. However, gut health is a critical component of health that’s often overlooked.

For athletes, fitness enthusiasts, and even those simply looking to maintain a healthy lifestyle, gut health is the foundation upon which much of our overall well-being and physical performance is built. 

The gut’s impact on fitness goes far beyond digestion – it influences energy levels, immune function, mental clarity and recovery, all of which are crucial to excelling in any fitness regime.

It’s not just athletes or fitness buffs who should be concerned about gut health. The wider population, including those in the workforce, must also prioritize digestive wellness. 

An estimated 70 million Americans suffer from gastrointestinal (GI) disorders like Irritable Bowel Syndrome (IBS), which cost the United States economy nearly $140 billion annually. These staggering figures point to the widespread impact of gut-related issues on health and productivity. Gut health is therefore not only a cornerstone of physical fitness but also of employee well-being and overall productivity.

The Foundation of Fitness

The gut plays a central role in how the body processes nutrients, manages inflammation and regulates energy levels. These functions are key to fitness, as they impact everything from muscle recovery to stamina. Here’s how gut health influences various aspects of fitness:

1. Energy & Endurance

The gut is responsible for breaking down the food we eat into the nutrients our body needs for energy. If gut health is compromised, nutrient absorption is impaired, which can lead to low energy levels and fatigue – two major roadblocks to consistent training and athletic performance. Athletes rely on efficient digestion to convert carbohydrates, proteins, and fats into energy during intense workouts. A poorly functioning gut disrupts this process, leaving the body without the fuel it needs to perform optimally.

Furthermore, the gut’s ability to maintain blood sugar levels can directly impact endurance. Balanced gut health helps regulate glucose levels, preventing sudden energy crashes during long training sessions or competitions.

2. Recovery & Muscle Repair

Recovery is a crucial part of any fitness routine, and the gut plays a vital role here as well. A healthy gut supports the body’s ability to manage inflammation and repair tissues after exercise. Inflammation is a natural response to intense physical activity, but if left unchecked, chronic inflammation can lead to injury or prolonged recovery times. The gut, with its diverse microbiome, produces anti-inflammatory compounds that help control this process, ensuring faster recovery and reducing the risk of injury.

Additionally, the gut helps synthesize essential amino acids that are used in muscle repair. Without proper gut health, this synthesis can be compromised, slowing down the body’s ability to rebuild muscle tissue and limiting gains in strength and performance.

3. Mental Clarity & Focus

Gut health doesn’t only impact the body – it plays a significant role in cognitive function. The gut-brain connection, often referred to as the “gut-brain axis,” reveals how the health of the gut can influence mood, concentration and decision-making. For athletes and fitness enthusiasts, mental clarity and focus are just as important as physical strength. Whether you’re aiming for personal records in the gym or competing at a high level, staying focused during training is essential for peak performance.

A healthy gut promotes the production of neurotransmitters like serotonin and dopamine, which are critical for mood regulation and mental sharpness. In contrast, an imbalanced gut can lead to brain fog, lack of focus and even anxiety – factors that can detract from fitness goals and overall well-being.

4. Immune Function

A robust immune system is essential for maintaining a consistent fitness routine. The gut is home to 70% of the body’s immune cells, making it a critical line of defense against illness. A balanced gut microbiome helps fend off harmful pathogens and promotes immune resilience. For athletes, this means fewer sick days, more time spent training and less disruption to their fitness progress.

Gut health also influences inflammation, and while short-term inflammation helps the body recover from workouts, chronic inflammation can impair immune function, leading to frequent illness or injury. By nurturing gut health, athletes can boost their immune defenses and support long-term fitness goals.

Gut Health in the Workplace: Why Employers Should Care

Gut health is not only essential for those pursuing athletic performance but also for employees across industries. Poor gut health can severely impact workplace productivity, absenteeism, and overall employee well-being. Just as it affects energy, focus, and immune function in athletes, it impacts professionals who need to perform at their best mentally and physically in their jobs. Given that digestive disorders cost the U.S. economy $140 billion annually, employers have a strong incentive to support the gut health of their workforce.

A healthy gut is linked to better mental clarity, stress management, and overall mood—all of which are crucial for maintaining a productive work environment. Chronic stress, which is prevalent in high-demand work environments, directly impacts gut function, leading to issues like IBS and other GI disorders. By addressing gut health in the workplace, employers can reduce sick days, improve job satisfaction, and enhance productivity. 

Here are a few key strategies employers can use to support their employees’ digestive health:

1. Promote Stress Management Practices

Chronic stress disrupts the digestive system, contributing to gut-related issues like bloating, constipation, and IBS. Employers can invest in mindfulness programs, offer yoga or meditation classes, and create stress-free spaces where employees can unwind. By helping employees manage stress, employers can not only improve gut health but also boost mental clarity and productivity.

2. Provide Gut-Friendly Snacks & Meals

Incorporating gut-friendly foods into the workplace can significantly enhance digestive health. Stocking breakrooms with fiber-rich snacks, prebiotic foods like bananas and oats, and probiotic options like yogurt and kefir can promote better gut health. Offering employees healthier choices will not only boost their energy levels but also improve their overall well-being, both in and out of the office.

3. Offer Access to Digestive Wellness Apps

Employers can provide access to wellness apps (like Lifesum), which offer personalized nutrition plans tailored to gut health. These apps help employees towards digestive wellness, such as tracking fiber and water intake. By supporting healthier dietary habits, employers can enhance both employee well-being and workplace performance.

4. Educate Employees on Gut Health

Finally, educating employees on the importance of gut health can foster a culture of wellness in the workplace. Offering workshops or wellness seminars on how gut health impacts mood, productivity and overall well-being can empower employees to take charge of their digestive health. These initiatives can reduce absenteeism and improve overall workplace morale.

Gut Health Is a Game-Changer

Incorporating gut-friendly practices into everyday life, whether through diet, stress management, or wellness programs, offers long-lasting benefits. The gut is more than just a digestive organ—it’s the foundation of a balanced, healthy life. Whether you’re an athlete aiming for peak performance or an employee striving for productivity, gut health is the key to unlocking your full potential. 

The post Why Gut Health Is Critical for Fitness & Wellbeing appeared first on Athletech News.

The fitness and wellness industry is starting to settle into a post-pandemic rhythm, marked by people returning to gyms and studios in large numbers, a rising interest in longevity services and the surging popularity of modalities like strength training and Pilates.

This past year saw plenty of headlines, from major mergers to big-name brands filing for bankruptcy to CEO changes at the industry’s top companies. 

Athletech News recaps the eight fitness and wellness moves that defined 2024, and forecasts what each could mean as we enter a new year.

• 

  8. PureGym Acquires Blink Fitness Gyms, Eyes US Takeover

  PureGym, a leading U.K. gym operator, acquired most of Blink Fitness’ assets in a $121 million deal in December, which came after Blink filed for 11 bankruptcy. The deal will see 67 New York, New Jersey, and Pennsylvania-area Blink gyms rebranded under the PureGym banner in 2025. 

  The U.K. gym brand fended off competition from Planet Fitness, which made an unsuccessful last-minute bid to acquire the Blink gyms amid bankruptcy proceedings 

  Why It Matters:

  PureGym is looking to establish a foothold in the U.S. market, and acquiring Blink’s East Coast gyms gives it just that. Blink also has around 30 gyms in California, Illinois, Massachusetts and Texas, and says it’s still evaluating offers for those locations. 

  What To Watch in 2025:

  The U.S. market for low-price gyms is highly crowded and competitive, but Blink has carved out an impressive niche in the coveted New York metro area. PureGym will look to maintain Blink’s strong ties in the area while transitioning those gyms under its own branding. 

• 

  7. Oura Valued at $5.2B as Smart Ring Wars Begin

  Oura is fortifying its position as the leader in the burgeoning smart ring space, but the Finnish brand has some serious competition. Oura just completed a $200 million Series D funding round, raising the smart ring maker’s valuation to $5.2 billion. The new funding comes as Oura looks to make healthcare features like continuous glucose monitoring (CGM) a key part of its strategy moving forward. 

  Why It Matters:

  Oura’s valuation is noteworthy in its own right, but it’s especially important as the company looks to fend off competition from Samsung, which recently entered the smart ring space with its Galaxy Ring, and Ultrahuman, an India-based smart ring maker that raised $35 million earlier this year. 

  What To Watch in 2025:

  As wearable technology becomes a bigger part of fitness, wellness and potentially healthcare, the smart ring wars will be worth monitoring. Is Oura’s tech too advanced for Samsung and Ultrahuman to catch up, or can those brands encroach on the Finnish brand’s turf? 

• 

  6. BowFlex Goes Bankrupt, Gets Acquired by Matrix Parent

  BowFlex filed for bankruptcy in March, but the at-home fitness equipment brand was quickly gobbled up by Johnson Health Tech Retail, the parent company of Matrix Fitness. Johnson Health Tech acquired BowFlex in a deal worth $37.5 million, and now sells BowFlex equipment alongside its other brands including Matrix, Vision Fitness, Schwinn and Horizon Fitness. 

  Why It Matters:

  For all of BowFlex’s struggles over the past few years, the name still carries some weight among fitness consumers thanks to its 2000s-era glory days. For Johnson Health Tech, having both Matrix and BowFlex in its arsenal gives the Taiwan-based company a powerful one-two punch in the commercial and at-home fitness equipment markets, respectively. 

  What To Watch in 2025:

  It will be interesting to see whether Johnson invests major resources into resuscitating BowFlex, or whether the once-proud brand becomes a bit player in the Taiwanese company’s larger portfolio. 

• 

  5. Peloton Deals With Instructor Exits, CEO Change

  This roundup wouldn’t be complete without mentioning Peloton, the connected fitness giant that’s fallen on some hard times but still enjoys a cult-like following among its 3 million or so paid subscribers. 

  This spring and summer, Peloton dealt with the exit of CEO Barry McCarthy, a new round of layoffs and the highly publicized departures of three popular instructors – Kristin McGee, Kendall Toole and Ross Rayburn. 

  Apple+ co-founder Peter Stern took over as Peloton’s new CEO in October, bringing his expertise in digital subscription businesses to the connected fitness company as it looks to grow its paid subscriber base and become less reliant on hardware sales.

  Why It Matters:

  Whether right or wrong, Peloton still serves as a proxy for the entire connected fitness industry, which has struggled to find its footing in a post-pandemic world where people workout inside gyms and at home. Peloton’s financial struggles will be tough to overcome, but Stern is a hopeful appointment given his background at Apple and Time Warner Cable.

  What To Watch in 2025:

  Peloton is trying hard to win over general fitness enthusiasts, recently releasing a strength training app and launching a campaign led by the NFL’s Watt brothers designed to appeal to Millennial males. The connected fitness giant doesn’t want to be just a bike company, a mission it struggled to make good on in 2024. Will 2025 be the year Peloton becomes known for digital fitness content instead of just cycling? 

• 

  4. Xponential Makes CEO Change, Sells Boutique Fitness Brands

  Anthony Geisler, who founded Xponential Fitness in 2017 and grew it into the world’s largest franchisor of boutique fitness and wellness brands via acquisitions, was dismissed as the brand’s CEO in May. The stunning news came after Xponential received notice of an investigation by the United States Attorney’s Office for the Central District of California. Other executive leaders have left Xponential in 2024, most notably Sarah Luna, who had served as the company’s president since 2021. 

  To replace Geisler, Xponential hired former Taco Bell chief Mark King as its new CEO. The Irvine, California-based company has also brought on new executive talent including Bob Kaufman as president of international and Duncan Cork, a former F45 Training exec. 

  Besides executive upheaval, Xponential divested from two brands in 2024, selling Stride Fitness and Row House while also “winding down” its affiliation with AKT. Xponential’s portfolio now consists of eight brands – BFT, Club Pilates, CycleBar, Lindora, Pure Barre, Rumble Boxing, StretchLab and YogaSix. 

  Why It Matters:

  Xponential enters 2025 with a radically different executive leadership team from the one it had at the beginning of 2024. It’s unclear how the new-look Xponential will differ from the old guard, but King brings high-level franchising experience from Taco Bell. 

  What To Watch in 2025:

  Will Xponential sell any more brands? The franchisor has hinted that it wants to devote more attention to its top-performing brands like Club Pilates and StretchLab while also looking to grow trendy concepts like BFT and Lindora. As a result, other brands could be on the chopping block. It’s also possible that Xponential looks to re-grow its portfolio with another acquisition in the coming year. Additionally, King has stated that Xponential plans to ramp up its international expansion efforts in 2025.

• 

  3. Orangetheory, Anytime Fitness Create a Superpower

  Orangetheory Fitness and Anytime Fitness parent Self Esteem Brands completed a merger of equals transaction in April, creating one of the world’s largest fitness and wellness brands with around 7,000 global franchise locations and $3.5 billion in systemwide sales.

  A new holding company, Purpose Brands, will oversee Orangetheory, Anytime Fitness and other fitness brands in the portfolio, with former Topgolf CEO Tom Leverton tapped to lead the new entity.

  Why It Matters:

  With the one-two punch of Orangetheory and Anytime, Purpose Brands instantly becomes one of the most powerful global fitness brands. While OTF and Anytime will retain their own identities, the brands will lean on each other for franchising support, data and technology integration and other strategic initiatives. In the era of AI, having access to that much data should give Purpose Brands an advantage over other fitness brands. 

  What To Watch in 2025:

  Orangetheory has already begun to adjust its strategy following the merger. The iconic group fitness group brand just launched a new ad campaign and is eyeing a broader rebranding strategy that includes a refreshed color palette, new digital designs and in-studio changes, all of which are designed to align OTF with post-pandemic wellness trends.

• 

  2. Planet Fitness Raises Membership Price, Hires New CEO

  It was quite the year for Planet Fitness, with the high-value, low-price (HVLP) gym giant raising its base membership price from $10 to $15/month and naming Colleen Keating as its new CEO to replace Chris Rondeau, whose exit shocked the fitness world in 2023. 

  Planet Fitness’ decision to raise its Class Card price to $15/month marked the gym brand’s first membership price increase in nearly 30 years. Investors and analysts have told ATN the move was necessary amid inflation.

  Why It Matters:

  Keating, who served as CEO of a rental home property management company and has held leadership roles at major hotel chains, takes over at a pivotal time for Planet Fitness. The company is still top dog in the HVLP gym space with around 20 million members and more than 2,600 locations, but it’s facing increased competition from upstarts like Crunch Fitness, Vasa Fitness, EōS and others. 

  What To Watch in 2025:

  Planet Fitness has given some early glimpses into its new strategy under Keating. The gym brand plans to revamp its marketing approach to position itself as a gym for serious fitness enthusiasts rather than just casual gym-goers. In line with that plan, Planet Fitness intends to add more strength training equipment inside its gyms and cut down on cardio. At least some investors believe this strategy will pay off for Planet Fitness in 2025.

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  1. Solidcore Acquired, Valued at $600-700M Amid Pilates Boom

  Solidcore continues to take the boutique fitness world by storm, and it’s just getting started. In September, the Pilates-inspired boutique fitness brand was acquired by private equity firm L Catterton in a deal that reportedly values the brand at between $600 and $700 million. 

  Why It Matters:

  The deal marks a win not only for Solidcore but the entire Pilates space. The mind-body fitness modality surged in popularity in 2024 and shows no signs of slowing down in 2025 as brands like Solidcore and others open brick-and-mortar studios at a rapid clip across the country. 

  What To Watch in 2025:

  Solidcore has ambitious expansion plans under president and CEO Bryan Myers. The boutique fitness brand already has over 100 open locations and said last year that it’s eyeing as many as 250 studios by 2028. L Catterton’s backing gives Solidcore even more ammunition for expansion; the brand is planning to open around 30 new locations in 2025 alone, ATN learned. 

The post The Fitness & Wellness Moves That Defined 2024 appeared first on Athletech News.

WellnessJK, the worldwide wellness equipment manufacturer, knows its striking while the iron is hot. The Global Wellness Institute (GWI) expects the wellness economy to reach $9 trillion by 2028 — but that’s just one of many signs touting the industry as a growing cash cow. 

The largest, however, is arguably wellness real estate. It’s the fastest growing industry sector within the wellness economy since before the pandemic and experienced an +18.1% annual growth between 2019 and 2023. 

“Wellness real estate growth is a great barometer for us to see the health of the industry, the confidence that people are putting into their own wellness journey,” said Andy Dunn, Senior Sales Director, Wellness. “I think that it shows full circle recovery from a tough few years being achieved and now surpassing 2019 growth numbers.” 

By manufacturing equipment and helping brands new and old better understand this side of the industry, WellnessJK is riding the wellness wave rather than paddling against it. 

WellnessJK’s Take on the Surge

WellnessJK points to two main triggers for this wellness real estate boom — the current nature of the real estate market and our increased desire as individuals to connect with one another. 

“The supply and demand of property is in the buyer’s favor right now, with many vacant properties from the last few years, which means that landlords need to promote good pricing and opportunities to get operators to fill vacant space,” said Dunn. 

“Secondly, consumers have a deeper understanding of what in-person, community-driven programs and services can do for their mental wellbeing,” he added. “At our core, we are social, community-driven beings that thrive off interaction and experiences. The last few years, if nothing else, were a huge social experiment on how we function in our communities and thrive off human contact in its various guises, whether talking to neighbors daily, attending a Zumba class, seeing your friends and family or being with your CrossFit crew.”

A Focused Response

In response to this real estate trend and its driving factors, WellnessJK adapted its sales tactics with a more targeted approach over the past few years. The brand today primarily focuses on covering both large growth segments and geographic locations already engulfed by the wellness surge to ensure profit.

“One of my mentors told me that you need to fish where the fish are, so we are trying to ensure we develop a sales and coverage strategy that takes full advantage of these trends in the segments we are working on for future success,” said Dunn. “By doing this, we are trying to leverage and use our brand equity to help those customers and segments to have the best possible product experience from a company that has quality, durability and a 100-year history in light and building the best possible product to help our customers achieve their objectives.”

Virtual Wellness

While WellnessJK is known for its red light therapy and touchless massage, which both represent in-person services, virtual wellness still has a place in all this even amid the rise in brick-and-mortar locations. It has and will continue to operate as a bridge of sorts for new wellness consumers, eventually leading them to physical locations. 

“We do multiple things for our wellness in a virtual or at-home fashion,” Dunn explained. “Meditation can be done anywhere. It seems more people than ever cold plunge or do contrast therapy at home. For a number of new wellness techniques, trying them at home or virtually is a quick way to discover your like for or tolerance of said technique to then try a brick and mortar or community version of that experience.” 

Rather than fall off at the expense of growing in-person wellness opportunities, WellnessJK expects virtual wellness to surge alongside them.

“I think we’ll see the growth of both options as new modalities become more mainstream,” Dunn said. “More and more research on more and more topics is leading wellness seekers to try and experiment with more and more techniques, more experiences and research more modalities that they feel may be a hack to drive better performance, mental health, happiness or all-round wellbeing.”

Future Outlook

WellnessJK also understands that staying on top of industry trends is no singular effort. The brand intends to expand on its findings going forward to remain ahead of the curve, looking at wellness from a more precise lens that breaks down its different sectors and potential new ones. 

“We are strategizing around recovery vs relaxation vs rejuvenation – how they differ, what those protocols look like and how we communicate that to customers,” said Dunn. “Also, how we can support the fitness, hospitality and spa world to connect the dots with their users around the use of GLP-1s, Semaglutides and the critical effects that proper recovery and wellness have on that user’s journey.”

WellnessJK also has its sights on applying an even blend between automatic and in-person services in the new year. Doing so promises to give clients and users a broad arsenal of tools to help accomplish their wellness goals. 

“We are also having conversations with numerous customers around a trend we think will be more prevalent in 2025, and that’s self service or automated solutions, which fits perfectly with our Wellsystem Wave product to either be a precursor to a treatment or activity or as a product to prolong the luxury or an experience like a massage or spa day.” 

The Wellsystem Wave is an automatic dry massage device that uses airless water for a high precision, low maintenance experience. It’s a simple insert to any wellness operation thanks to its convenience, as there’s no staff required to run it, and with the level of comfort it applies. 

“We have to continue to be the right partner for our customers, provide credible solutions and insight that will position us as the leader when it comes to wellness insight, product, relationships, quality of service and true partnership to drive long-term customer outcomes,” Dunn concluded. 

The post WellnessJK Points to Real Estate as a Growth Indicator appeared first on Athletech News.

As the industry continues to embrace emerging trends in fitness, health and wellness, Broad Fit Financial, the equipment finance lender for the industry, has actively evolved and embraced these trends.   

“Broad Fit Financial was born from our desire to support the evolving health and wellness industry,” said Broad Fit President and Co-Founder Stephanie Taylor. “We maintain a strong pulse on the trends, needs and future of this space. By understanding consumer shifts towards more holistic offerings such as women’s health and fitness goals, recovery options, youth engagement, and performance training, we too must remain ” 

Broad Fit not only recognizes the benefits of these offerings for individuals, but how equally valuable it is for facilities to provide these varied options. With that foresight, they have been able to substantiate the necessity for the broader use of funds with their credit teams. 

While having its ear to the ground and a strong pulse on the future of fitness and wellness, this industry partner is strongly poised to facilitate funding for both traditional and emerging modalities.  

Out with the Old, In with the New 

There’s arguably no trend with more momentum right now in the fitness industry than the increased demand for wellness amenities and products.  

“We have seen an explosion of financing requests coming from corporate wellness, office buildings, multi-family and country clubs,” said Taylor. “In each of these markets, the trends are geared towards promoting a more holistically healthy environment from the fitness center to the relaxation spaces.” 

Broad Fit not only understands the fitness centers standard for amenities but also the evolving offerings that are important to today’s users. Access to funding is a key component of business and having a lending partner who is as invested in this industry as their customers are, is vital to the future of fitness financing.   

“My previous experiences in fitness financing were of limiting the amount of funds allocated towards ancillary items in a facility,” said Taylor. “Once we deviated from the traditional industry funding sources, we were able to establish new partners who are supportive and ignited about their participation in the advancement of the fitness industry to include holistic wellness. And taking it even further, tenant improvement funding is also available for good credits.” 

Taylor says that with Broad Fits’ varied access to capital it has become easier than ever to support emerging trends in the fitness industry, “allowing facilities to offer innovative options required to meet the needs of their members, attract new ones, and stay progressive without having to use cash on hand for growth.” 
 
Education is Key 
Not only is it important for facility operators to be clear on the potential benefits related to financial investments, but funders also need to understand the value financing offers these businesses that want to expand their offerings outside the traditional gym setting. 
 
To that end, Broad Fit prioritizes education across the board as all related parties benefit from  learning about the added value of staying on trend with what end users want out of a health, wellness and fitness facility. 
 
“We need to constantly educate ourselves and our funders on the changes taking shape in this space,” said Taylor. “There are trends that are unique to the fitness industry and providing the supporting education to our partners around the wants of consumers, the benefits, and the success realized through the implementation of these added offerings, enables us to provide  financing that might otherwise be difficult to procure.” 
 
Once more traditional brands get a glimpse of what new fitness amenities can do for them, they rarely need more convincing for further investment. 
 
“The modern office building and residential environments are mind-blowing for people like me who grew up in dank, bland, and uninspiring spaces of the ‘90s,” said Taylor.  “Today, these are some of the most gorgeous buildings you can imagine with an abundance of amenities to attract and retain tenants demanding more progressive offerings. The meager spaces offered in the past are no longer just a box checking line item at the end of a building’s marketing piece but is now positioned as a top line amenity featuring all the bells and whistles to attract long term occupants.” 
 
No Time Wasted 
Broad Fit’s efficiency comes from speed and openness. Its approach is a transparent, less-daunting style, supported by a quick application to approval process. Broad Fit’s established flow is smooth and clear, making the experience a very positive one.  
 
“Financing doesn’t have to be as complex and overwhelming as it is often made to be,” said Taylor. “My mission from the start was to offer financing to our industry in a less intimidating manner. We don’t talk over your head in an attempt to confuse you or impress you with our knowledge. We genuinely want you to understand how this side of the business works and help you make the best decision for you while explaining all the nuances needed to make that decision.” 
 
“In terms of our process, we are focused on speed and simplicity. Due to lead times, we need to move quickly and methodically,” Taylor added. “We have segment specific credit applications which is a significant time saver, removing much of the back and forth for additional information.” 
 
Most Broad Fit transactions only require a credit application. The brand qualifies these applicants based on their business credit and moves to the contract stage immediately after securing approval.  
 
“We are systematic and highly communicative,” Taylor added. “Our team is close-knit, collaborative, and sincerely excited about how we show up for this industry we feel so connected to. This is evident when you work with us. Just as the fitness industry has modernized, so has your fitness finance partner.” 

The post How Broad Fit Financial is Financing the Changing Landscape of Wellness  appeared first on Athletech News.

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

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

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

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

Understanding the Longevity Boom

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Is Personalization the Key to Living Longer?

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

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

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

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

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

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

The post Is Aging a Choice? Doctors, Experts See Bright Future for Longevity Science appeared first on Athletech News.

With the global wellness market now worth $5.6 trillion and climbing higher every year, there’s never been a better time to want to be healthy – or be in the business of helping people get healthy.

As part of DISRUPT, Athletech News’ can’t-miss video series, industry experts took a deep dive into the world of wellness and the related sectors of recovery and longevity, including the rise of GLP-1 weight loss drugs, hot and cold therapy, and the growing field of longevity science.

Topics of discussion also included the growing role fitness facilities are playing in supporting members on their health journeys.

In case you missed any DISRUPT Wellness, Recovery & Longevity videos, ATN is sharing them here for your viewing pleasure. Sit back, relax and enjoy the content!

Personal Trainers in the Wellness Era

• Darlene Marshall, MAPP, NASM Subject Matter Expert, NASM
• Rich Fahmy, M.S., Senior Content Development Manager, NASM
• Moderated by Joy Keller, Athletech News

Pricing Recovery: How To Monetize the Wellness Craze

• Lee Braun, Founder and CEO, Perspire Sauna Studio
• Lisa Semerly, Chief Revenue Officer, Halotherapy Solutions
• Rachelle A. Reed, Scientific Advisor, Perspire Sauna Studio
• Moderated by Joy Keller, Athletech News

Wellness Room: Building the Ultimate Recovery Experience

• Brynn Scarborough, President and CEO, Wellness JK
• Mike Hansen, Entrepreneur and Founder Advisor, Mike G. Hansen
• Robbie Bent, Co-Founder and CEO, Othership
• Moderated by Edward Hertzman, Athletech News

The Booming Business of Longevity

• Dr. Frank Lipman, Founder, Eleven Eleven Wellness Center
• Dr. Mark Hyman, Co-Founder & Chief Medical Officer, Function
• Naveen Jain, Founder and CEO, Viome
• Moderated by Edward Hertzman, Athletech News

Unlocking Metabolic Health

• Colleen Cutcliffe, Co-Founder and CEO, Pendulum
• Darshan Shah, MD, Founder and CEO, Next Health
• Moderated by Tricia Madden, Fit Pro Programming/IDEA World

Beyond Fitness: Why the Future of Healthcare Is Happening Inside Clubs

• Julia Klim, Vice President of Strategic Partnerships & Business Development, Equinox
• Spencer Honeyman, Chief Commercial Officer, Vi Labs
• Nina Crowley, PhD, RD, Director of Clinical Education & Partnerships, Seca Medical Body Composition
• Moderated by Edward Hertzman, Athletech News

The Future of Metabolic Health With Jeff Zwiefel

• Jeff Zwiefel, Health & Fitness Expert Strategist & Advisor, Former President & COO, Life Time
• Edward Hertzman, Athletech News

The post Watch Now: DISRUPT Wellness, Recovery & Longevity Content appeared first on Athletech News.

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

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

• 

  Arnold Schwarzenegger Pumps Iron & New App 

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

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

• 

  Chris Hemsworth: A Fitness Marvel 

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

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

• 

  Mark Wahlberg Builds Fitness Empire 

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

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

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

• 

  Jennifer Aniston Is a ‘Friend’ to Pvolve

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

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

• 

  Travis Barker Beats Wellness Drum

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

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

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

• 

  Jake Paul Lands Knockout With W

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

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

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

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

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

The health and wellness industry is getting faster, smarter and broader — and it’s starting to let the public know. 

In a recently published report titled Digital Health Trends 2024: Implications for Research and Patient Care, the IQVIA Institute for Human Data Science relays data illustrating an increase in digital health products, particularly those aimed at patient diagnosis, treatment and monitoring. With support via commercial appeal and cutting-edge technology, these expanding solutions offer more robust care to the masses than ever before. 

“The landscape of digital health has evolved over the past two years, yielding new products that are more commercially viable and meet the needs of stakeholders across a broadening set of uses,” said Murray Aitken, executive director at the IQVIA Institute. 

“Digital health tools now support both patients and providers as they move from diagnosis to treatment and disease monitoring, with their scope expanding as new health assessment tools such as digital diagnostics have joined more mature digital therapies, accelerating care and closing gaps to improve health outcomes.”

Report Details

First and foremost, the report found that 337,000 digital health apps currently exist — and although that total amount conveys a 4% decline since 2021, more disease-specific apps are popping up at a notable rate, per the report. An abundance focus on mental health, diabetes and cardiovascular diseases. However, more diverse options aimed at assisting patients with visual impairments, auditory issues or dermatologic conditions have also recently launched, illustrating a broadened approach to the sector. 

Digital therapeutics are building momentum at an even greater rate. As of 2024, 140 prescription digital therapeutics intended for at-home usage have been approved for patent in one or more countries, illustrating a 560% bump from 2021. More than 220 provider-focused digital therapy tools for clinics or care programs have also been made available, equating more than 360 commercially-available digital therapies. 

Like with the aforementioned apps, their evolution has led to more distinct therapies being administered. This includes those that treat visual impairments, post-stroke neurological rehabilitation, PTSD and phobias thanks to biofeedback and virtual reality.

As for digital diagnostic services, at least 103 are currently commercially available, per the report. This is largely due to an influx of software-based devices that process signals via sensors, which makes assessing disease risk, making diagnoses, the monitorization of patient health and assessing their prognosis fast and feasible. Newly detectable conditions include autism and autism spectrum disorders, sleep apnea, atrial fibrillation, skin cancers, epilepsy and sepsis. 

Driving Factors

The report goes on to present an increased usage of artificial intelligence (AI) and machine learning (ML) as supportive instruments fueling many of these initiatives. Roughly 75 AI/ML point-of-care tools have been approved by the FDA, per the report. Other touted features include wearables and sensor based digital measures that give clinical trials more precise data to monitor patient progression and foster hospital-at-home solutions. Garmin and Rook represent two of the many brands facilitating such efforts. The NBA also conducted a similar study earlier this year aimed at protecting player health with the aforementioned tools. 

“Ultimately, these solutions will better fit into existing care pathways and bring benefits to more segments of patients and health systems,” Aitken added. While the report highlights the growing adoption of digital health innovations, it also notes that significant investment in these technologies remains lacking. This funding gap has forced developers to abandon or restructure projects, creating additional hurdles. 

Nonetheless, the increased availability of these applications, technologies and more represents a win for the industry and an early foundation that could give way to sizable investments that further sustain the sector. The Market Research Institute projecting a 13.83% expansion for the health and fitness software market from 2024 to 2031 bodes well too. 

The post Digital Health Tools Growing in Production & Effectiveness appeared first on Athletech News.

Do clients ask you if it’s okay to eat eggs? In a long-awaited announcement, the U.S. Food and Drug Administration (FDA) has declared eggs officially “healthy” under its updated definition, a milestone celebrated by health enthusiasts, fitness professionals and nutrition advocates. The update cements eggs as a versatile and nutrient-rich option that supports a variety of healthy eating patterns.

The FDA’s revised criteria for the “healthy” label focus on foods that help Americans meet their nutritional needs, emphasizing dietary patterns that promote overall well-being. This announcement clears up decades of controversy surrounding eggs, particularly their role in cholesterol levels, and recognizes their numerous health benefits.

“This news makes eggs a clear healthy choice, vindicating them from outdated science,” said Dr. Jen Houchins, director of nutrition research for the American Egg Board’s Egg Nutrition Center. “Eggs offer high-quality protein and contribute essential nutrients, including vitamin D and choline, which many Americans are lacking in their diets.”

From Misunderstood to Celebrated

For years, eggs were a symbol of dietary caution, primarily due to concerns over cholesterol. In 1984, a TIME magazine cover famously questioned their health implications, fueling misconceptions that lingered for decades. However, modern research shows that the cholesterol in eggs does not adversely affect blood cholesterol levels as previously thought. Leading health organizations, including the American Heart Association, now embrace eggs as part of a heart-healthy diet for most individuals.

“This important update from the FDA reflects decades of research and unequivocally affirms the value of eggs for healthy living,” said Emily Metz, president and CEO of the American Egg Board. “Eggs are a staple in nearly every American household, offering unmatched nutritional benefits for individuals of all ages.”

The 2020 Dietary Guidelines for Americans recommend eggs as an ideal first food for infants and a key part of the diet for pregnant and lactating women, in part due to their choline content. Recent studies have further underscored eggs’ health benefits. Research published in The Journal of Nutrition links egg consumption to a reduced risk of Alzheimer’s dementia, attributed to dietary choline. Additionally, eggs contain lutein, which supports eye health, and can enhance nutrient absorption from vegetables, making them a complementary component of balanced meals.

The FDA’s updated designation is expected to influence consumer habits and reinforce eggs’ reputation as a nutrient-packed food choice.

The post FDA Declares Eggs as a “Healthy” Food Under Updated Guidelines appeared first on Athletech News.

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.

The post ABC Trainerize Gives Personal Trainers Tools To Coach Mindful Drinking appeared first on Athletech News.

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

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

1. Prioritize Your Team

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

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

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

2. Double Down on Recovery and Wellness

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

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

3. Keep an Eye on AI

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

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

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

4. Future-Proof Your Gym Spaces and Equipment

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

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

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

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

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

5. Focus on Sustainability

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

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

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

6. Elevate Member Personalization Through Data

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

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

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

7. Tap Into Your Local Community

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

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

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

8. Think Outside the Box

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

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

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

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

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

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

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

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

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

StretchLab Expansion as Demand for Wellness Solutions Soar

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

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

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

Clearly, they are onto something.

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

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

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

The Power of Support

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

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

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

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

Impacting Lives Through Stretch

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

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

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

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

Raven says that part comes easy.

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

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

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

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

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

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

1. Mindful Design Elements

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

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

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

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

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

2. Recovery & Regeneration Zones

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

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

3. Digital Mental Health Platforms

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

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

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

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

The post Mental Health in Gyms: 3 Design Trends Reshaping Fitness Spaces appeared first on Athletech News.

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

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

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

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

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

Community at the Core

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

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

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

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

Strategic Growth Driven by Data & Feedback

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

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

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

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

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

Food and Beverage: The Latest Vertical

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

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

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

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

The post More Than Fitness: How ClassPass is Building a Holistic Lifestyle Platform appeared first on Athletech News.

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

Sleep Insights: Generational & Monthly Trends

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

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

Recovery & Behavior Patterns

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

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

Fitness & Activity Trends

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

Stress & Alcohol Trends

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

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

The Rise of Protein & Strength Training Awareness

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

Looking Ahead

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

The post Report Reveals Insights into Fitness, Sleep & Recovery appeared first on Athletech News.

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

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

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

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

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

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

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

Drive Awareness & Make It Easy

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

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

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

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

Convenience Is Key

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

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

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

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

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

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

It Starts at the Top

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

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

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

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

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

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

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

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

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

The post Corporate Wellness Isn’t Dead, You’re Just (Probably) Doing It Wrong appeared first on Athletech News.