Women’s History Month commemorates the achievements and struggles of women throughout history and casts a light on the evolving roles and burgeoning presence of women. The fitness industry serves as a prime example of this evolution.

Historically, the fitness world mirrored many other sectors, with men predominantly occupying the roles of personal trainers, health coaches and group instructors. Today, women are participating in fitness at higher rates and stepping into roles of leadership and influence as personal trainers, health coaches and business owners while continuing to overcome barriers to success.

The Female Fitness Experience

Initially, women’s involvement in fitness was relegated to specific segments, such as aerobics or women-only gyms, reflecting broader stereotypes and societal expectations of the time. These roles, while important, represented a narrow view of women’s capabilities.

As the decades passed, the fitness industry began to see a gradual change fueled by shifting societal attitudes and women began to assert their presence, breaking through stereotypes and redefining what it means to be a fitness professional.

Maria Luque, PhD, MS, CHES, ACE-CPT, ACE-FNS, educator and founder of Fitness in Menopause, says that, as a fitness professional with over two decades of experience in this industry, and exclusively working with women for over 10 years, she’s witnessed a remarkable transformation in the industry’s approach to women’s roles as personal trainers and health coaches.

“Initially, there was a prevalent stereotype that women were primarily clients rather than leaders in the fitness space,” Luque says. “However, there has been a significant shift towards recognizing women as knowledgeable and skilled professionals in this field, a change that should inspire and motivate all of us.”

Judi Sheppard Missett is a quintessential example of female innovation and leadership. In 1969, Missett founded Jazzercise, a dance-based fitness program that seamlessly blended jazz dance with exercise, strength training and stretching. 

Missett, who is worth around $100 million, has turned her brainchild into a global empire, encouraging women to embrace entrepreneurship within the fitness industry.

Other examples of women who are making inroads in fitness entrepreneurship and leadership are ClassPass founder Payal Kadakia, whose net worth is at least $60 million, and Robin Arzón, the Vice President of Fitness Programming at Peloton, who has emerged as a prominent figure and highly popular instructor for the brand.

The Gender Pay Gap

Women in the fitness industry often confront gender biases that undermine their professional credibility and contribute to pay disparities compared to their male counterparts.

For instance, female personal trainers and health coaches may face skepticism regarding their expertise and physical capabilities, a challenge seldom faced by men. These biases can extend to compensation, where, despite equal qualifications and responsibilities, women frequently earn less. 

A 2021 salary survey from the The Personal Trainer Development Center (PTDC), found that women, on average, earn 68% of what men earn for substantially similar work. In the personal training world, the gap is even larger, with female personal trainers earning 66% of what male personal trainers make, with male survey respondents reporting an annual average income of $54,514, while female respondents reported an average income of $35,945.

Irene Lewis McCormick, MS, personal trainer and award-winning educator, says the conversation about gender biases and pay disparities is not unique to the fitness industry; it’s a nationwide issue affecting various professions, where the quality of service is becoming more important than the mere hour spent delivering the fitness service. She advocates for a shift in the fitness industry’s compensation structure. 

“I would like to move away from a time-based model to one that recognizes the value of the fitness pros’ experience and expertise,” McCormick says.

Women Are Not Small Men

Another relevant angle when it comes to women overcoming barriers is in exercise science research and how women have been underrepresented. This is important because good program design hinges on available research and education.

Susane Pata, NASM content strategist and global master instructor, is eager to help change that conversation.

Pata’s journey of discovery led her to the work of Dr. Stacy Sims, a figure who has become synonymous with innovation in the field of female athletics. Pata reflects on her initial encounter with Sims’ research and the realization that there was “someone out there focused on the female athlete.” 

According to Pata, Sims has opened new avenues for “discussions about female athletes: their health, performance, wellness and longevity—all in new ways based on the latest research” and highlights a popular quote from Sims: “women are not small men,” a simple yet powerful statement that challenges longstanding biases in sports science. 

This assertion not only emphasizes the biological differences between men and women but also marks a significant shift in how female athletes are perceived and studied.

“She is now putting conversations about the female athlete on the table—conversations and comparisons that were never there before,” Pata notes. 

Pata also admires athletes like Tia-Clair Toomey. The discourse surrounding Toomey, whether it involves criticism or praise, “makes a space at the table for female athletes,” showcasing their undeniable talent and dedication.

Pata ties these observations to a broader narrative of gender equality and collaboration in sports.

“So whereas obvious physiological gender differences exist, women like these are showing that you can have a seat at the table with men,” Pata says.

Opportunities Ahead for All

The demand for personal trainers and fitness instructors has surged over the past decade, with the Bureau of Labor Statistics projecting a 15% growth between 2019 and 2029. This expansion is set to add approximately 57,600 more trainers over the next 10 years, suggesting the growing influence of women in the industry. 

Pata encourages other female fitness professionals to take advantage of the upswing and to keep learning. 

“Knowledge is power, and … it is highly advantageous to go in armed with knowledge and never be complacent,” she says. “Just because you took one certification does not mean the learning stops there. It never ends.”

For women new to the industry or who need advice, Pata suggests they “try a little bit of everything” because it can “inform future decisions, especially those in it for the long game.”

McCormick, an industry veteran, says that while there are trailblazing women who have taken on significant roles and have been recognized for their contributions, the fitness industry still has a long way to go to achieve gender balance; perhaps particularly in executive roles. 

“The representation of women in leadership positions in the fitness industry is a topic of concern,” McCormick says. “According to a survey, 47% of men work in leadership roles in fitness compared to only 36% of women. Men comprise 70% of gym owners and women account for 29%.”

Luque is encouraged by the changes she sees in the industry but agrees that there is more work to be done, echoing McCormick’s perspective. 

“As more women enter the fitness profession, there’s a greater emphasis on inclusivity, diversity and recognizing the unique needs and experiences of women in fitness and health coaching,” says Luque.

“These shifts not only provide more opportunities for women to thrive professionally but also contribute to a more balanced and inclusive fitness industry that better serves the diverse needs of all individuals, regardless of gender,” she adds.

The post How Women Are Redefining Fitness on Their Own Terms appeared first on Athletech News.

When it comes to groundbreaking innovations, EGYM likes to go two at a time. The fast-growing fit tech company announced the upcoming launches of EGYM Genius, an AI-powered training software, and Hip Thrust, its newest smart strength training machine.

EGYM Genius is an artificial intelligence (AI) software that creates fully automated, personalized training plans tailored to clubs and their specific equipment. Genius connects entire gym floors, linking different machines made by different suppliers, even including free weights.

This tech connects all of EGYM’s components, such as EGYM Smart Strength (including its Fitness Hub and connected Smart cardio), training plans, workouts of all kinds (including classes and training outside the gym recorded with apps and wearables) as well as motivational and community tools such as Gameday and EGYM’s Branded Member App.

Trainers and club members will get insights from seven billion EGYM data points (and growing) while using the software, including data from training sessions carried out on EGYM and partner devices. The data points help Genius generate precise recommendations for individualized training plans for users.

EGYM’s AI Push

EGYM, which raised $225 million in 2023, continues to invest in AI. With Genius, the brand is making good on its intentions to utilize tech to create a connected gym.

“We want to make the whole gym ‘smart’,” EGYM North America general manager Dana Milkie previously told Athletech News. ”By understanding members’ preferences, their goals and experience levels , and combining it with the data we are able to track on our platform, we can deliver a workout tailored to the member and the operator’s facility.”

Bringing Tech to Glute Training

As glute training increases in popularity along with strength training as a whole, EGYM is capitalizing with the Hip Thrust, which the fit tech brand says is the world’s first fully electronic hip thrust device, using smart weight rather than physical weight or resistance bands. The equipment strengthens lower body muscle groups with a focus on the glutes and hamstrings.

The product marks the 19th piece of strength equipment from EGYM, broadening its portfolio of machines and addressing consumer demand. The Hip Thrust offers a space-saving design along with a user-friendly interface that can be used both independently and in an area concept, EGYM assures.

Hip Thrust will work within EGYM’s ecosystem of smart equipment, and will also be backed by Genius. The Hip Thrust is projected to be available sometime this fall, with Genius available in October.

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With a career that spans over two decades, Rick Richey has donned multiple hats as a certified personal trainer, massage therapist, educator and entrepreneur. His commitment to fitness education and personal training is evident in his roles, ranging from a subject matter expert to an educator, contributing to National Academy of Sports Medicine (NASM) textbooks, and hosting the NASM CPT Podcast.

Richey’s entrepreneurial ventures, including the establishment of Independent Training Spot and co-ownership of RēCover, underscore his professional commitment. Through these endeavors, Richey has created unique spaces for personal trainers and clients alike. D

Drawing from personal experiences, Richey shares powerful stories of client transformations, highlighting the profound impact of tailored fitness programs. 

Athletech News spoke with Richey about his viewpoints on staying relentless and relevant. 

This conversation has been lightly edited for clarity and length.

Athletech News: Throughout your career, you’ve witnessed many changes in the fitness industry. What do you consider the most significant innovation in personal training?

Rick Richey: Undoubtedly, the biggest change I’ve seen in my career has been the shift to online personal training and fitness. This move to virtual experiences, like training sessions via platforms like Mirror or Peloton, has been unparalleled. Even trainers who used to rent space from me have moved their businesses online, a trend accelerated by the pandemic. 

Before, trainers needed physical space, especially in the city. Now, many operate entirely online, finding it unnecessary to return to in-person sessions if they or their clients live outside urban centers.

This digital transformation might not have happened so rapidly without the lockdowns. It echoes the lifestyle Tim Ferriss described in “The Four Hour Workweek” long before the pandemic. Ferriss argued for a work life that’s more about efficiency than hours spent in the office, a concept that’s become our reality. 

ATN: What inspired you to create the Independent Training Spot, and how do you believe it changes the way personal trainers and physical therapists operate their businesses?

RR: There are numerous small gyms out there where trainers pay to use the space, either through a monthly rental or per session fee. This concept wasn’t new when I started, but I noticed a gap in the market for a branded gym that catered specifically to independent trainers. I contemplated creating a space that differed from both the big gym model, where trainers are employees, and the smaller gyms that offer more freedom but lack brand identity.

I envisioned the first branded independent training gym, a place exclusively for trainers to conduct their business. This model doesn’t allow for gym memberships for the public; it’s a professional workspace for trainers, like co-working spaces. We offer the gym, equipment, and amenities needed for a great training session. It’s a business-to-business (B2B) model, where trainers and their clients handle their arrangements, and I facilitate the space.

Aiming for six locations in New York City seemed right, creating an ecosystem where gyms support each other and provide trainers the flexibility to work across multiple locations. This approach took time to become profitable, with our fifth gym breaking even operationally within three months of opening in September 2023.

The challenge was figuring out what I could afford and what the gyms needed. Consulting with trainers about their essentials helped shape the functional, open design of the gyms, focusing on equipment that allows free movement and versatile workouts. This journey involved refining our business model and gym design, based on feedback and trends, to ensure our spaces met the needs of independent trainers and their clients.

ATN: Can you share a particularly memorable success story of a client you’ve trained and what it taught you about the personal training profession?

RR: I had the privilege of training a highly successful neurovascular surgeon suffering from severe back pain, exacerbated by the heavy lead bib he wore for radiation protection during surgeries. Despite previous experiences with trainers, he sought strength and back protection, expressing fear of further injury.

Recognizing the importance of meeting his needs, I focused on gentle, effective exercises that avoided stressing his core initially. We embarked on a regimen of spinal mobility drills, complemented by a daily routine he diligently followed. This approach not only alleviated his back pain but significantly improved his quality of life, allowing him to work and live without discomfort.

This transformation from being the least functional version of himself to reaching a level of functionality he hadn’t experienced in years was profoundly rewarding. It underscored the importance of tailored training programs over generic, aesthetic-focused workouts. True success in personal training lies not just in changing how someone looks, but in enhancing how they live their lives, free from pain and limitations. 

ATN: As host of the NASM CPT Podcast, what have been some of your most insightful or surprising discussions?

RR: The NASM CPT Podcast is designed for certified personal trainers and offers insights from an NASM lens. It also aims to solve real-world problems within the fitness industry. A notable episode discussed the use of GLP-1 drugs like Ozempic, addressing both its medical necessity for individuals like me, a diabetic, and its controversial use for minor weight loss. 

This episode sparked significant discussion, leading to a MarCom award win, highlighting its impact beyond just fitness advice. It’s crucial to acknowledge the broader implications of such treatments, including potential muscle tissue loss and bone density degeneration, alongside their benefits. This episode underscored the importance of informed use, especially when life-changing medications become co-opted for vanity, which personally resonated with me and stood out as a particularly impactful conversation.

ATN: Where do you see the future of the fitness industry heading, especially considering the evolving landscape of health and technology?

RR: Over the past decade, there’s been a significant trend towards boutique fitness, which has seen many of these specialized studios being consolidated under larger entities. This phenomenon has essentially come full circle, transforming back into the all-encompassing gyms we were familiar with before the boutique boom. 

Despite this, I predict a resurgence of interest in larger, traditional gyms that offer both gym facilities and classes in a single location.

However, boutique fitness won’t disappear; its ability to provide higher compensation makes it attractive to class instructors and personal trainers seeking better earnings and more autonomy than what conventional gyms offer. This adaptability reflects the dynamic nature of fitness professions and the ongoing quest for fulfilling career paths within the industry.

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At-home fitness equipment manufacturer BowFlex has filed for Chapter 11 bankruptcy, agreeing to a deal that could see Matrix parent company Johnson Health Tech Retail acquire it for $37.5 million.

Johnson Health Tech will operate as BowFlex’s stalking horse bidder, allowing them to acquire all company assets at the close of the transaction, less closing adjustment amounts for accounts receivable, inventory and certain transfer taxes. Other interested parties will have the chance to submit competing offers, but if none beat the $37.5 million price already agreed upon by BowFlex and Johnson, the sale will go through. 

Subject to court approval, BowFlex will also receive $25 million of debtor-in-possession financing from SLR Credit Solutions and its affiliates. Those funds will enable BowFlex to continue its normal operations and meet its financial obligations to employees, vendors and its continued provision of customer orders during the bankruptcy proceedings and while executing the sale process.

“For decades, BowFlex has empowered healthier living and enabled consumers to reach their fitness goals with our innovative home fitness products and individualized connected fitness experiences,” said Jim Barr, BowFlex CEO. “As a result of the post-pandemic environment and persistent macroeconomic headwinds, we conducted a comprehensive strategic review and determined this was the best path forward for our company. We are fortified by the potential partnership with Johnson Health Tech and encouraged by the multiple parties that have indicated an interest in bidding for our company. Our goal is to maximize value for our stakeholders through this process.”

At-Home Fitness Struggles

BowFlex isn’t the only at-home fitness supplier struggling out of the pandemic gates. Peloton has repeatedly seen share prices drop, including a 23% dip last month after lowering its full-year 2024 revenue forecast.

Still, the writing has been on the wall for BowFlex for some time now. In December, the company received a notice from the New York Stock Exchange (NYSE) alerting them of their failure to comply with listing standards, such as maintaining an average global market capitalization of at least $50 million over a 30-day consecutive trading period. 

A few months before that, the Vancouver, Washington-based company was hit with a non-compliance notice, which flagged the brand for having an average closing price of less than $1.00 per share over a consecutive 30-trading day period. Now, BowFlex will enter bankruptcy with $140 million in assets and $126 million in liabilities according to its newly filed petition. 

What’s Next for BowFlex?

Along with Matrix Fitness, Johnson Health Tech also carries wellness companies Horizon Fitness and Vision Fitness. Whether Johnson or another bidder ends up acquiring BowFlex, the move promises to give the once-popular at-home fitness maker a much-needed sense of redirection after recent struggles. 

BowFlex notably underwent a rebrand last year, changing its name from Nautilus to BowFlex to put more emphasis on its strongest brand. The equipment maker also remodeled its BowFlex line, equipping it with brighter visuals, messaging with goal promotions and a more inclusive approach to fitness to hopefully attract younger fitness consumers.

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iFIT and Dish Network have reached a definite settlement in a legal dispute over streaming technology patents, according to a joint filing in a Delaware federal Court.

The agreement follows a feud that began in 2021 between the satellite television company and fitness equipment brand where Dish Network accused the Utah-based iFIT of infringing on its streaming technology patents with its bicycles and ellipticals.

In addition to iFIT’s NordicTrack equipment, Dish took aim at Peloton’s bikes and treadmills, arguing that the fitness equipment brands infringed on its patents that cover adaptive bitrate streaming technology, allowing users to stream content in real-time at a high quality.

The case had escalated to the U.S. International Trade Commission, which banned imports of video-streaming fitness devices made by Peloton and iFIT after a judge determined they infringed on the Colorado-based Dish Network’s patents last March. Peloton agreed to pay Dish $75 million in a one-time settlement payment last May. 

The settlement filing between iFIT and Dish states that the fitness equipment maker and TV network are in the process of memorializing the terms in a written settlement agreement and anticipate that they will be able to complete the process and file a joint stipulation and order of dismissal within 60 days.  The two entities have requested the court grant a stay of proceedings until April 22, 2024.

An iFIT spokesperson declined to comment on the financial terms of the settlement.

Aside from its squabble with Dish, the health and fitness company has leaned into artificial intelligence with last month’s launch of AI Coach, which helps fitness enthusiasts hit their goals with personalized and adaptive training plans.

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The new Peloton Tread+ has been a long-awaited release in the fitness community after the treadmill’s recall in 2021 due to safety issues. As of December 2023, the Tread+ was available for pre-order, with deliveries having begun early this year.

The Tread+ is bigger and better than ever, with a price tag to match, at $5,995. The premium version of Peloton’s treadmill comes packed with features like a 32” HD touchscreen, automatic incline, shock absorption and more. It also comes with new safety features, providing valuable piece of mind.

Athletech News tested the Peloton Tread+ to see if the connected fitness brand’s latest launch is worth the investment.  

Pros

One of the biggest benefits of the Tread+ is that its large screen size and impressive sound system make the Peloton classes even more engaging. It has a 32” HD touchscreen, which is one of the largest screens I’ve seen on a piece of cardio equipment. The screen can be tilted up or down at a 30-degree angle, but not rotated from side to side.

Like the Tread, Peloton’s base-model treadmill, the Tread+ comes with customizable screen features. For example, users can swipe away the leaderboard and the stats at the bottom of the screen (including pace and incline). One of the best features of the treadmill was its automatic incline feature, which follows the instructor’s incline cues. I found it enjoyable to only have to focus on speed instructions during the workout.   

The belt has rubber slats that run horizontally along its platform that are incredibly shock-absorbent, similar to the premium Woodway treadmills. Running at a range of different speeds, I felt less strain on my joints, which could be perfect for runners facing chronic injuries. Fast speeds felt more like gliding, with very little of the usual treadmill bouncing.  The deck is also extremely long, at 67”, which allows for a more comfortable running experience. For taller users, this could be a key new feature. 

Speed and incline are controlled by knobs that are easy to change, even during fast sprints. You can increase the knobs in increments of 0.1 mph or 0.5 mph. Jump buttons in the center of the knobs also increase speed or incline by 1.0 increments. The incline can reach grades of 15%, compared to the maximum incline of 12.5% on the Tread. 

One of the most fun new features of the Tread+ is the “Free Mode” button, which turns off the motor and lets the user move the running surface alone. Free Mode works best while holding onto the treadmill and is an interesting new way to endurance train.

Other newer features that are not unique to the Tread+ include Peloton Entertainment, where users can stream TV, shows, movies, and live sports while running, and Scenic Runs, where they can follow instructors on runs in locations across the globe. Both features are elevated with the Tread+’s large screen and sound system. 

As for safety, Peloton now has the standard features of a safety key and a software-based Tread lock that requires a passcode to use the equipment. It also has a rear safety guard. If anything (or anyone) gets stuck, the guard falls open and stops the treadmill’s belt from moving, providing users extra piece of mind. 

Cons 

The biggest potential downside of the Tread+ is its price: $5,995, which is double the price of the $2,995 base Tread model. The Tread+ extremely high-end treadmill that might be worth it to dedicated treadmill runners but could be excessive for more casual users. However, it remains cheaper than many of competitor Woodway’s treadmills, which hover around $10,000. 

The Tread+ is around 430 pounds and measures 7.25” L x 36.5” W x 72” H. The dimensions of the running surface are 67 long x 20” wide. Moving the Tread+ would likely be a daunting task, so it could be better for those who are more settled in long-term homes.  

For those who would use the Tread+ without headphones, it was also difficult to hear the audio over the sound of the belt at speeds more than about 8 miles per hour. This is likely an issue with most large rubber slat treadmills but could be disruptive in small spaces. 

Final Thoughts

Overall, if the shock-absorbent slat-based running system, large screen, and extra running surface room are worth the Tread+’s high price tag to you, consider investing in what is likely one of the most premium treadmill experiences on the market.  

Read more ATN Product Reviews here.

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Peloton’s comeback story is beginning to look more like a tome in its adventures of successfully pivoting to a less hardware-centric model. Shares of the connected fitness company dropped around 23% on Thursday after Peloton lowered its full-year 2024 revenue to $2.68 – $2.75 billion, down from its previous forecast of $2.70 and $2.80 billion.

In its Q2 2024 results, the connected fitness company posted total revenue of $743.6 million ($319.1 million of connected fitness revenue and $424.5 million of subscription revenue) for the three months ending December 31, 2023, in line with the company’s $715 million to $750 million guidance range. 

Peloton also saw a net increase of 40,000 paid connected fitness subscriptions in the quarter, ending with 3 million, but it experienced a net reduction of 44,000 in paid app subscribers, ending with 718,000.

Sales revenue of Peloton products increased to $743.6 million in the quarter when compared to Q1’s $595.5 million, but are down when compared to $792.7 million a year earlier in Q2 2023.  

In a letter to shareholders, Peloton CEO Barry McCarthy wrote that the biggest challenge continues to be growth at scale.

University of Michigan Deal Doesn’t Pan Out

Despite a flurry of partnerships designed to promote the brand, not all have succeeded, although Peloton plans to continue exploring other avenues to “ignite growth.”

Touching on one lackluster deal, McCarthy admitted that the premium co-branded Bike experiment with the University of Michigan didn’t deliver.

“Notwithstanding the football team’s success winning the national championship, we sold substantially fewer Bikes to alumni and boosters than we expected,” he wrote. “So instead of launching additional co-branded bikes in school colors, we will end-of-life this hardware initiative.”

McCarthy was also critical of the member service area of Peloton, admitting that the past holiday season was “particularly taxing” for members. Peloton notably had technical issues with its Thanksgiving Day live ride that prevented many members from partaking in the event.

“The member support experience has tarnished our brand, and we simply must do better,” McCarthy wrote. “The team is currently in the middle of a reboot. New leadership. New systems. New third party vendors. New training. New staff. I’m confident we’re on the right path this time.”

Bright Spots for Peloton

As for its wins and areas that show promise, Peloton reported strong sales growth as a result of its third-party retail deal with Dick’s and Amazon and its Bike rental model.

“We’re forecasting more than 100% Y/Y revenue growth for FY24,” McCarthy wrote. “The underlying economics continue to be attractive, given the current churn and buyout rates for Bike and Bike+.”

He noted that the Bike rental program is attracting more diverse, female, and younger consumers than just six months ago and that Peloton will test the model in new areas, such as corporate wellness, later this fiscal year. 

There is also high demand for Tread+, which began taking orders in December 2023 for delivery in Q3. Demand has been “significantly stronger” than expected, with a ripple effect of consumers becoming interested in Peloton’s entry-level Tread — which outperformed sales expectations last quarter.

Stating that the treadmill market is roughly 2x larger than the stationary bike market, McCarthy wrote the “newly found momentum” in the treadmill space is “good news” for Peloton’s future growth.

High-Profile Partnerships

As for Peloton’s newer partnership with Lululemon, McCarthy says to expect a “broader assortment” of co-branded merchandise for both members and non-members. He also indicated that he’s excited to see what comes with Peloton’s collaboration with TikTok, which gives Peloton a dedicated and co-branded space to target the app’s users, 60% of whom are Gen Z, with its fitness content 

The connected fitness company’s disappointing Q2 results could further fuel Deepwater Asset Management’s 2024 prediction that Apple may look to buy Peloton to grow its Fitness+ subscriber base, although many are skeptical that a deal will take place.

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Peloton has sold its spacious Peloton Output Park (POP) facility and land in Ohio to First Solar for a cool $33 million.

The commercial real estate transaction closed on January 11, according to Wood County records. Ohio Governor Mike DeWine alluded to the transaction in an interview with The Blade as he discussed the economic future of the state’s northwest region. 

Peloton announced its Output Park endeavors in 2021, stating that the 1.2 million-square-foot space would serve as its first U.S. equipment factory, with plans to open in 2023. John Foley, Peloton co-founder and its CEO at the time, had said that the Peloton Output Park would give the connected fitness company a “massive strategic lever” to scale its Bike and Tread equipment. By 2022, and coinciding with the departure of Foley, Peloton stated it would wind down its Output Park plan.

Peloton is scheduled to release its second quarter fiscal 2024 results on February 1, 2024, marking CEO Barry McCarthy’s second anniversary as leader of the connected fitness company.

While it’s likely that Peloton will reference Output Park’s sale on its upcoming earnings call, the fitness company will also likely highlight its new Gen Z-focused content deal with TikTok, provide an update on its paid subscribers numbers and B2B deals, and discuss its ongoing international push. 

As Peloton continues to rebound from post-COVID challenges, speculation is swirling that tech giant Apple could make a play for Peloton to position its Apple Fitness+ as a connected fitness dominator.

Industry predictions and rumors are commonplace, but the possibility of an Apple-Peloton deal comes with weight, as Deepwater Asset Management has listed the potential deal on its list of 2024 predictions. The firm correctly predicted nearly all of its ten predictions for 2023. However, many, including Apple insiders, are skeptical of a deal.

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Predictions that Apple will buy Peloton are on the rise, a deal that could upend the entire fitness industry. Deepwater Asset Management included the deal on its list of 2024 predictions. The firm, founded in 2017 by Gene Munster, correctly predicted Apple’s explosive success years before the iPhone and its launch of Apple TV six years before its announcement.  In 2023, the firm correctly predicted almost all of its 10 predictions, including that Apple would unveil its mixed-reality (MR) headset later that year.

Peloton, a connected fitness giant, has over 2 million subscribers and a community of nearly 7 million members. While Apple has remained tight-lipped about the number of Fitness+ subscribers, many believe the newer service has a smaller market share than many other big players. A deal for Peloton would propel Fitness+ into becoming one of the largest connected fitness services globally. 

Reasons To Believe

Apple has long been dedicated to health and wellness, with Apple Watch revenues likely close to $20 billion According to recent estimates. In 2019, CEO Tim Cook stated, “I do think, looking back, in the future, you will (hear): Apple’s most important contribution to mankind has been in health.”

Peloton’s services would dovetail well with Fitness+, adding live classes to Apple’s pre-recorded videos, and absorbing Peloton’s subscribers could add more than $1.5 billion to Apple’s subscription revenue. Peloton currently runs on Android, but switching its systems over to iOS would likely not be a difficult transition. 

Reasons for Skepticism

However, some experts, like William Gallagher at Apple Insider, note many factors weighing against the potential deal. Apple might not want to take on the potential liability from Peloton’s lawsuits regarding fatal treadmill accidents, or pay the deal’s steep potential cost, which could be as high as $9 billion. That amount would be more than three times any other acquisition that Apple has made after the tech giant paid $3 billion in 2014 to acquire headphone maker Beats.

After Peloton’s recent struggles, some analysts doubt that Apple would want to make such a deal. 

Not the First Apple-Peloton Rumors

In 2022, Apple was rumored to be a potential buyer of Peloton amid the connected fitness company’s financial difficulties after the resurgence of in-person workouts post-pandemic. Peloton recently unveiled a major rebrand, designed to broaden its fitness content offerings while attracting “more male, Gen Z, Black, and Latin X groups than before the relaunch,” CEO Barry McCarthy stated.

As part of its new strategy, Peloton has inked new partnerships with Lululemon, Liverpool Football Club, the University of Michigan, New York Road Runners, and the NBA and WNBA. The Apple acquisition could usher in a new era of growth and a new chapter for the connected fitness company. 

Apple, meanwhile, made major fitness moves in 2023, like the launch of Apple Watch Ultra 2, which has the brightest display yet and a new watch face that shows data like altitude, depth or seconds along its outermost edges. The company partnered with Anytime Fitness and Gympass to offer free memberships to users, demonstrating the tech giant’s commitment to expanding its audience for Fitness+. Anytime Fitness has over 5,000 locations in more than 50 countries, while Gympass has over 15,000 corporate clients with more than two million employees globally.

Earlier this week, Apple Fitness+ also added new strength workouts for golfers and new “Time to Walk” episodes featuring celebrities like Al Roker and Common, among other content additions to celebrate the new year. 

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Endless doom-scrolling on TikTok may soon be replaced with inspiration to move and get fit, after Peloton struck a deal to place its fitness content on the uber-popular short-form video platform with a staggering one billion users. The exclusive partnership has already moved investors, with PTON shares surging around 14% on Thursday after the deal was announced.

Peloton will deliver its workout content to TikTok users in a new fitness hub dubbed #TikTokFitness Powered by Peloton, a dedicated and co-branded space to inspire TikTok users (60% of whom are classified as Gen Z) with live Peloton classes, instructor series, creator partnerships, class clips and celebrity collaborations.

“Peloton and TikTok both move at the speed of culture to better serve our respective audiences,” said Oli Snoddy, vice president of consumer marketing at Peloton. “We collectively recognize the way people engage with fitness is constantly changing. Our team is excited to complement TikTok’s already burgeoning fitness content by introducing the magic of Peloton to new audiences and in completely new ways.” 

The deal comes less than a year after Peloton’s notable rebrand, which saw the connected fitness company move away from hardware in favor of its workout content and accompanying app. The deal with TikTok marks the first time Peloton will produce social content outside of its own channels. 

“When it comes to the fitness category, we have thousands of communities coming together to connect on everything from #thefitnessjourney to bonding as #runnersoftiktok,” said Sofia Hernandez, global head of business marketing at TikTok. “We’re thrilled that this partnership will bring inspirational fitness content and entertain Peloton users who come to TikTok to learn, connect with instructors, share fitness journeys, and find community.”

Peloton’s Gen Z Push

Although Peloton’s refreshed branding seems to have exposed the brand to new fitness audiences, the connected fitness company has struggled to convert free app users into paid subscribers. Ever the optimist, CEO Barry McCarthy assured investors on Q1 FY2024’s earnings call that with the company’s investments in its Bike rental program, a growing international presence and various partnerships (as seen with Lululemon, Liverpool Football Club, the University of Michigan, New York Road Runners and the NBA and WNBA) Peloton is “making a large bet” on growing its app subscribers this year.

The company’s latest move — partnering with the top-ranking app of the modern era — will further democratize its brand and promote accessibility to its fitness content with Gen Z, also known as “The TikTok Generation.” The new partnership follows a special report Peloton released that covers the fitness preferences of Gen Z, along with other insightful data on some of its newest consumers. 

Peloton also recently welcomed Lauren Weinberg as its new chief marketing officer following the departure of former CMO Leslie Berland, who oversaw the connected fitness company’s rebrand. In her new NYC-based role, Weinberg is now leading Peloton’s brand and product marketing, growth marketing, creative, consumer insights, membership and global communications. McCarthy has credited Peloton’s new CMO for her growth-first mindset and focused approach to scalability.

The post TikTok Taps Peloton for Exclusive Fitness Content appeared first on Athletech News.

Fitness and wellness are growing priorities for many. According to Lululemon’s 2023 Global Wellbeing Report, 67% of people place wellbeing as a top priority, but only 12% say their wellbeing is where it should be. Looking back at 2023 and toward 2024, how will consumers try to narrow the gap between their fitness goals and their current reality?

Consumers’ affinity for connected fitness remains an open question, although virtual reality seems to have carved out a niche for those who desire gamified workouts. Wearables continue to advance, but are they innovating too fast? Strength is seemingly here to stay, with Pilates and functional training more popular than ever. And how will the rise of weight loss drugs impact the traditional fitness industry? While the future of fitness and wellness is uncertain, one thing is for sure: the industry is unlikely to show any signs of slowing down in 2024.    

To get you ready for a new year, Athletech News previews the top fitness and wellness trends to watch in 2024:

• 

  Can Connected Fitness Rebound?

  Connected fitness has been slow to recover from the post-pandemic surge in popularity of in-person workouts. Lululemon stopped selling Mirror, its connected fitness unit, at the end of 2023. It even struck a five-year deal with Peloton to provide fitness content for Lululemon Studio, which is replacing Mirror, as well as create co-branded apparel. The two companies also hosted a series of in-person events, demonstrating a collaboration between the one-time competitors. Earnings showed that Lululemon’s previous $500 million acquisition of Mirror was nearly worthless. Mirror’s downfall might be reflective of the current state of connected fitness. 

  Peloton, meanwhile, continues to cite hope for a turnaround. It recently rebranded to a more content-focused model, and offered extensive holiday deals in November to drive sales, including up to $700 off of Peloton purchases. The company is facing difficulties converting free app users into paying subscribers, which has led to wider-than-expected losses. Peloton is hoping to boost revenue with high-profile partnerships and the relaunch of Tread+, but the company has cited concerns that inflation-weary consumers will hesitate to invest in its expensive hardware.

  Connected fitness companies that focused on premium hardware as opposed to virtual programming have also been struggling, such as Tonal and Hydrow, each of which began 2023 with layoffs. Even Clmbr, the LeBron James and Jay-Z-backed vertical climber maker, laid off around 25% of its staff earlier this year before being acquired by Forme.

• 

  Will In-Person Fitness Continue To Grow?

  While connected fitness struggles, in-person is back and better than ever. IHRSA’s 2023 Global Report cited a resurgence of consumers connecting and engaging during in-person workouts. Today, boutique fitness accounts for 42% of all gym memberships. The report also cited high-value, low-price and luxury fitness facilities gaining the most over 2023.

  Planet Fitness continues to win big with Gen Z: Morning Consult named the brand on a list of top ten leading companies that young consumers are eyeing. The fitness franchise has an active presence on social media platforms, and its “Classic Membership” is just $10 a month, a price that hasn’t been raised in 30 years, although the brand is considering a slight increase. Crunch Fitness is also expanding rapidly. The New York-based franchise brand currently has over two million members and operates over 450 gyms worldwide. CR Fitness, the top Crunch Franchisee, plans to build 15-20 fitness clubs per year, growth that has led to over 1,000 employment opportunities. 

• 

  What’s Next for Weight Loss Drugs?

  GLP-1 weight-loss drugs have also taken the fitness and wellness world by storm this year. Barclays has estimated that the industry could be worth $100 billion by 2030 and perhaps even $200 billion within the next ten years. WeightWatchers notably pivoted from its points system and weight-loss meetings to offering access to weight loss and diabetes drugs. Food companies have noticed declining sales and have scrambled to shift their strategic focus. Nestlé has created new vitamin and mineral-packed products for those on appetite suppressants. 

  The fitness industry has been eager to welcome GLP-1 users: Life Time launched the Miora Longevity and Performance clinic at its flagship Target Center health club in downtown Minneapolis. The clinic offers doctors, physician assistants, nurses and personal trainers in addition to weight loss drugs and non-invasive therapies like red light therapy, hormone replacement therapy, and infrared saunas. Xponential Fitness has also leaned into the weight loss medication sector, acquiring Lindora, a metabolic health clinic.

• 

  Will Strength Training Continue To Surge?

  According to MindBody’s 2024 fitness trend report, the top three workouts of 2023 were Pilates, yoga, and strength training. Strength training in particular is growing in popularity with Gen Z. Les Mills partnered with Adidas earlier this year on a strength-focused workout to target younger consumers. The launch of Nike Strength, a collection of strength training equipment for elite and everyday athletes, also demonstrates the growth of the category. Pure Barre launched Define, a low-impact fitness class that incorporates heavier weights than those used by most boutique fitness brands. CorePower Yoga’s most recent class addition was Strength X, a high-intensity strength training class that incorporates traditional yoga poses with targeted resistance exercises. Orangetheory Fitness, known for its cardio workouts, has also gotten into the strength training craze.

  At 2023’s IHRSA Convention in San Diego, Fabrizio Cecchinelli, format manager at Technogym, cited two main reasons for strength training’s surge in popularity: social media and science. Strength training’s photogenic nature makes for aesthetically pleasing posts. The science behind strength training has also propelled workouts, as a search on PubMed, the National Institute of Health’s database of biotechnology information, revealed that in the last decade, the number of searches for scientific information related to the benefits of strength training increased almost fourfold.

• 

  Can Fitness Wearables Bridge the Healthcare Gap?

  Wearables continued to evolve in 2023 as consumers using the devices for reaching various fitness goals are increasingly using wearables to generally monitor their health. New hardware, software, and apps have allowed turned wearables into customizable health clinics. Heart rate monitors are standard on many wearables, and some even have FDA approval for detecting abnormalities like atrial fibrillation. Whoop offers a feature called Health Monitor which provides a daily update on all user metrics. Members can send this report as a PDF directly to a doctor or medical professional. Devices have also gotten more social. Oura launched Circles earlier this year, where members can share high-level data like “Readiness,” “Sleep,” and “Activity” scores with friends and family members. Apple Watch also allows users to share their activity with family, friends or coaches.

  Strength training has also become more prominent in the wearables market. Whoop became the first fitness wearable to measure strength earlier this year. It now allows users to measure strain during strength workouts by tracking weights, reps and sets for a personalized view of their training. Oura also launched a co-branded Rest & Recovery kit with Equinox that featured a specially designed ring cover for weight training and strenuous workouts. The innovation addressed users’ concerns about the Oura ring being less compatible with barbell training. 

• 

  Will VR Fitness Take Off?

  While connected fitness has waned, virtual reality (VR) fitness is a fairly nascent field, but one that’s becoming more prominent in the industry. Les Mills is investing in the space, with its recent launch of XR Dance and Bodycombat. Xponential Fitness has created Xponential+, a new virtual and mixed-reality app for Meta Quest 3 that allows users to essentially take boutique fitness classes in their living room.

  On the athleisure front. Alo Yoga teamed up with Obsess, the experiential e-commerce platform, to launch an immersive virtual reality shopping experience. But it hasn’t been all fun and games—Meta was sued earlier this fall by Andre Elijah Immersive Inc (AEI), a self-proclaimed new entrant to the VR fitness space which alleged that it developed a fitness yoga app with Meta and Alo before the relationship soured. Most of the lawsuit alleges that Meta has a vertical monopoly on the VR fitness space, and colluded with Alo to keep AEI out of the market. Despite some setbacks, Meta is still leaning into the health and fitness space, believing in the power of virtual reality to make workouts fun and engaging. 

The post The Fitness & Wellness Trends To Watch in 2024 appeared first on Athletech News.

In the first full year of post-pandemic life, the fitness and wellness industry has seen its fair share of headlines, both positive and negative. 

While dealmaking has cooled off some from its pandemic-era high, there still were plenty of major fitness and wellness moves in 2023, including brand partnerships, nine-figure funding rounds and celebrity endorsement deals. 

Athletech News recaps the eight fitness and wellness moves that defined 2023, and forecasts what each could mean as we enter a new year.

• 

  1. Peloton, Lululemon Strike Content & Apparel Partnership 

  Two of the biggest brands in the fitness and activewear categories joined forces in a major way in 2023. As part of a five-year global partnership, Peloton agreed to create exclusive digital fitness content for Lululemon Studio, while Lululemon became Peloton’s official apparel partner, creating co-branded clothing for instructors and fans. 

  Why It Matters:

  The deal marked the final nail in the coffin for the Mirror, Lululemon’s ill-fated piece of connected fitness hardware that never quite lived up to its $500 million price tag. Lululemon announced it would be officially discontinuing Mirror, instead pivoting fully to Lululemon Studio, its digital fitness platform which now gives members access to Peloton’s library of workout classes. 

  For Peloton, the deal shows the connected fitness company’s commitment to becoming more than just a “bike company,” as it looks to offer different types of fitness content, from yoga to strength training, in addition to spin classes. 

  What To Watch in 2024:

  While Peloton has built a large following of dedicated fitness fans, the jury is still out on whether the company can successfully transition from being a cycling-focused brand to a one-stop shop for diverse fitness content. Providing content for Lululemon Studio will expose Peloton’s workouts to even more people around the world, potentially helping the connected fitness company make good on its bold expansion plans.

• 

  2. WeightWatchers, Life Time & Xponential Make GLP-1 Moves

  For better or worse, the weight-loss-drug era is officially here. GLP-1s like Ozempic and Wegovy are flying off the proverbial shelves as consumers seek access to the drugs, which have been celebrated for their proven ability to help people lose significant amounts of weight in a relatively short period of time. 

  WeightWatchers acquired telehealth brand Sequence in early 2023, a move that signaled the weight loss company’s shift from a food-based approach to adopting prescription drugs including GLP-1s. WeightWatchers still offers its famous Points Program, but the company has made weight loss meds a core part of its offering. 

  In the fitness realm, brands including Life Time and Xponential Fitness are embracing weight-loss drugs. In November, Life Time launched its first Miora Longevity and Performance clinic, offering members access to GLP-1s such as Ozempic under medical supervision, in addition to a host of other wellness benefits. 

  Xponential, meanwhile, announced its intention to acquire Lindora, a metabolic health brand with clinics offering weight-loss medications. Xponential plans to rapidly scale the brand through franchising. 

  Why It Matters:

  The deals struck by WeightWatchers, Life Time and Xponential show that at least some established fitness and wellness brands are willing to embrace GLP-1s, making weight loss meds an important part of their business strategy. 

  What To Watch in 2024:

  There’s still much to learn about the long-term effects of GLP-1s on sustained weight loss and other aspects of health. Some analysts predict that the rise of weight-loss drugs will lead to a corresponding rise in gym membership sales as more consumers become confident enough in their bodies to want to hit the gym; others have expressed skepticism about the drugs’ ability to spur meaningful changes in people’s fitness and wellness habits.

• 

  3. Apple Partners With Anytime Fitness

  Apple has been pushing further into fitness and wellness for several years now, with advancements in Apple Health and the launch of Apple Fitness+. In November, the tech giant inked its first deal with a gym brand, partnering with Minnesota-based Anytime Fitness. Through the collaboration, Anytime Fitness members across the U.S. and Canada will have access to an Apple Fitness+ subscription included in their membership at no extra cost. The two companies could take their partnership even further with more collaborations down the road, Anytime Fitness CEO Chuck Runyon has told Athletech News. 

  Why It Matters:

  The deal marks Apple’s firm entry into the brick-and-mortar gym space, potentially signaling a major shift in how the company will approach fitness and wellness in 2024 and beyond.  

  What To Watch in 2024:

  It will be interesting to see if Apple partners with any other gym brands, or if the tech giant is content to ride with Anytime Fitness and its network of 5,200 locations worldwide for the time being. For Anytime Fitness, can a partnership with Apple sway consumers to choose AF over rival low-price, high-value gym chains like Planet Fitness, Crunch Fitness and others?

• 

  4. Pvolve Inks Deal With Jennifer Aniston

  Functional Fitness brand Pvolve reached a new level of mainstream recognition and notoriety this year, partnering with celebrity A-lister Jennifer Aniston. The former “Friends” star will advise on Pvolve’s marketing, product and programming strategies, as well as star in Pvolve commercials, including a strength-focused ad campaign that launched in August.

  Why It Matters:

  While celebrity endorsements are nothing new for the fitness industry, getting a star on the level of Jennifer Aniston is uncommon, and it bodes well for Pvolve as the brand expands its footprint of brick-and-mortar studios through franchising. 

  What To Watch in 2024:

  So far, the partnership seems to be bearing fruit for Pvolve: the fitness brand reported a 650% increase in branded search and a 125% increase in franchise inquiries since partnering with Aniston. As time passes, we’ll see how much Pvolve leans on its celebrity affiliation as the brand continues to grow nationwide and even internationally.

• 

  5. Nike Launches Group Fitness Studios, Equipment Line

  Nike is no longer just a fitness apparel brand. In 2023, the Swoosh entered the brick-and-mortar space, opening group fitness studios in Southern California, with another location planned for Austin, Texas. In partnership with FitLab, Nike Studios offers functional training and endurance workouts led by expert instructors. The sportswear giant also pushed into the fitness equipment space, launching Nike Strength, a collection of strength training equipment including barbells, bumper plates, dumbbells and kettlebells, all of which feature prominent Nike branding. 

  Why It Matters:

  As seen with Apple, “blue chip” companies are increasingly entering the traditional fitness space. Nike clearly believes in the long-term potential of the fitness and wellness market, announcing it would hire over 1,000 global fitness trainers to lend expertise in creating holistic fitness content, programming and experiences, presumably as part of its Nike Studios endeavor. 

  What To Watch in 2024:

  Nike could make significant inroads into the fitness and wellness space if the brand is truly committed to the vertical, although it remains to be seen whether consumers will latch onto the idea of visiting a Nike Studio for their daily workout. On the equipment front, could Nike become a true rival to established strength training brands like Eleiko and Rogue Fitness?

• 

  6. Peloton Announces Rebrand, New Strategic Vision

  Back in May, Peloton announced its intentions to become the fitness company for “anyone, anywhere,” looking to shed its perception as a “bike company” focused predominantly on wealthy consumers. 

  As part of a large-scale rebrand, Peloton launched a new fitness app with three subscription tiers, including a freemium option that offers more than 50 classes curated across 12 modalities for no cost. The Peloton App One and Peloton App+ tiers cost $12.99 per month and $24 per month, respectively. The connected fitness company also launched Peloton Gym, which offers at-home strength training workouts. 

  Why It Matters:

  Peloton CEO Barry McCarthy has said that the company wants to branch out beyond cycling workouts, becoming a more well-rounded digital fitness company that makes most of its money through content rather than hardware sales. As a result, Peloton has forged partnerships with top sports teams and leagues, universities and even hotel groups as the brand looks to increase its global recognition and drive users to its app. 

  What To Watch in 2024:

  So far, Peloton has struggled to translate its rebrand into financial success. In its most recent earnings report, Peloton lost paid subscribers, with the connected fitness company struggling to convert free app users into paying members. Peloton has one of the most loyal fanbases of any fitness company, although many of those fans are cycling diehards. It remains to be seen whether Peloton can bring new members into the fold by emphasizing other types of fitness content.

• 

  7. EGYM Raises $225M, Preps for IPO

  In July, fit tech company EGYM received €207 million ($225 million) in growth capital, closing a financing round led by Affinity Partners, a global investment firm launched by Jared Kushner, the son-in-law and former advisor to President Donald Trump. The funding will enable the Munich-based EGYM to prepare for an IPO, the company’s co-founder and CEO Philipp Roesch-Schlanderer has said.

  EGYM provides smart gym solutions, including software and fitness equipment, for more than 15,000 gyms worldwide, and is rapidly expanding its North American team. 

  With the investment, EGYM will also focus on further developing its digital solutions for health-focused workouts and expanding the EGYM Wellpass corporate health network, an area Roesch-Schlanderer has identified as critical. 

  Why It Matters:

  Funding has been harder to come by in 2023 due to macroeconomic conditions, but Affinity Partners’ investment in EGYM shows the promise of tech-enabled fitness. With even more resources, EGYM looks poised to extend its lead as the dominant fit tech provider on the market, potentially reaching even more gyms worldwide.

  What To Watch in 2024:

  Will EGYM’s impressive funding haul be a sign of things to come for fit tech companies or was the round more of an anomaly given the current economic outlook? The latter outcome is possible, as EGYM seems unique in its ability to offer software and hardware solutions under one brand. 

• 

  8. BowFlex, BODi Change Names To Spark Turnaround

  2023 saw a pair of down-on-their-luck fitness brands change their names in hopes of sparking a turnaround. In March, The Beachbody Company announced it would be known as BODi moving forward, a move co-founder and CEO Carl Daikeler said aligned with a shift in the company’s strategy toward inclusive fitness and wellness and away from the looks-based marketing that made the brand famous but has seemed to turn off modern consumers, especially Gen Z. 

  In the fall, Vancouver, Washington-based fitness equipment maker Nautilus changed its corporate name to BowFlex, rallying behind its most popular brand. As part of the rebrand, BowFlex introduced a new color scheme, marketing campaign and at-home equipment designed to target consumers in the connected fitness era. 

  Why It Matters:

  Two of the biggest fitness brands of the 2000s era have struggled in recent years, but they’re not going down without a fight. For both companies, the name change has been accompanied by a major rebranding effort that could fundamentally change the way each positions itself in the fitness and wellness industry. 

  What To Watch in 2024:

  Will the name-change tactic employed by BowFlex and BODi give other struggling fitness companies a blueprint to follow to regain relevance, or will it prove to be a cautionary tale for fitness and wellness brands looking to return to their glory days?

The post The Fitness & Wellness Moves That Defined 2023 appeared first on Athletech News.

This past year involved countless fitness and wellness stories coming across our desks here at Athletech News, but a few caught more eyes than others, making the cut as our most-viewed articles of 2023. These 10 stories were all among our most read but are listed in no particular order, so if you missed out on any of the action this past year and want to get caught up before moving on to 2024, keep reading.

• Chris Rondeau Out as Planet Fitness CEO in Stunning Move

  Planet Fitness employees – and the general fitness community – were shocked this year when Chris Rondeau stepped down as CEO, with Craig R. Benson taking over in an interim role. Rondeau worked with the company for 30-plus years prior to his exit. Planet Fitness mentioned that the move did not come in any part due to any financial factors, but its shares consequently fell by over 12% shortly after the news broke. But amid the storm, the low-price/high-value gym franchise continues to grow, with Q2 results showing a revenue increase of 27.6% and success attracting Gen Z after getting three million sign-ups from high schoolers this year. 

• The Future of Fitness Wearables: How Whoop, Oura, Garmin Are Innovating

  With intel from a variety of industry leaders, Athletech News forecasts and examines the future of fitness wearables. How new tech already has and could continue to elevate wearables is discussed, as is a potential place for the products in healthcare. How different wearable companies serve different needs in the fitness and wellness community with their products is analyzed as well.  

• 

  Pvolve, Jennifer Aniston Focus on ‘Strength’ in Debut Ad Campaign

  We break down Jennifer Aniston and Pvovle’s debut ad campaign, along with the general rise of functional fitness. Aniston signing on with Pvovle came as a groundbreaking deal for Pvolve and the entire fitness industry given her fame. The company’s goal to redefine how strength is viewed by the masses received a major boost via the ad campaign. 

• Meta Pushes Into VR Fitness: Why the Tech Giant Is Just Getting Started

  After acquiring Within, maker of popular VR Fitness app Supernatural, Meta took an unforeseen leap into the VR fitness arena. Meta’s director of Metaverse content Anand Dass sat down with ATN to explain why the tech giant is so bullish on VR fitness, how it’s looking to close the gap between those who work out regularly compared to those who don’t, and the future of VR Fitness from a general perspective.

• Exclusive: Xponential President Talks Acquisition Plans, Gary Vaynerchuk Partnership

  Xponential President Sarah Luna breaks down the global fitness franchisor’s future. In an exclusive interview with ATN, Luna touches on the rise of boutique fitness in a post-pandemic world, Xponential’s hunger to acquire new brands and expand, as well as the impact of partnering with social media guru Gary Vee.

• 

  Peloton Announces Rebrand, Wants To Be More Than a ‘Bike Company’

  Peloton’s massive rebrand and the goals behind it are laid out, many of which relate to the company’s desire to branch out and reach larger crowds with its offerings. By expanding the Peloton app and getting into strength training, the company intends to be much more than just an “in-home bike company.”

• F45 Reveals $372M Loss as CEO Plots Plan Forward

  F45’s higher-than-expected losses are revealed to the public, including $372.3 million in total losses for 2021 and 2022 combined. ATN looks into the ways in which the Mark Wahlberg-backed company can rebound after its financial setbacks under new CEO Tom Dowd, who recently stepped in to try and help the functional fitness franchise right the ship. 

• CEO Corner: Ryan Duey on How Plunge Grew From the Garage to the Mainstream

  Plunge co-founder Ryan Duey explains how he and co-founder Michael Garrett have made cold water recovery tubs more accessible to the masses. After recapping Plunge’s past, Duey roadmaps the company’s future goals as well as those of the cold water therapy industry in general.

• 

  Nike Launches Strength Training Equipment in Latest Fitness Move

  Nike made waves by dropping a collection of fitness equipment for the first time in company history. The brand’s corresponding campaign is highlighted by athletes such as LeBron James and Derrick Henry. ATN also breaks down the sportswear titan’s additional recent fitness moves, such as opening up a series of boutique studios.

• Tonal Sues Smart Home Gym Rival Speediance

  Tonal sued rival smart home gym company Speediance earlier this year, alleging infringements on its patents as well as false and misleading advertising on the part of the Chinese brand. The case could have big implications for the at-home fitness market in 2024.

The post The 10 Most Popular Fitness & Wellness Stories of 2023 appeared first on Athletech News.

Tonal, the smart home gym company, is hoping to lure in disenchanted Lululemon Studio members with a trade-in opportunity just as the athleisure company officially decommissions its connected fitness Mirror. 

The at-home gym brand launches the program on December 19th.

The savvy move aims to do more than replace the Mirror with a Tonal, but continue the sense of fitness community that Lululemon Studios cultivated, with former Mirror coach Lance Parker joining Tonal as a guest coach. Tonal teases that another Lululemon Studio favorite is also coming on board in the new year, but their identity is under wraps for now.

Qualifying consumers receive $250 off the purchase of a Certified Refurbished Tonal Trainer, the first 12 months of a Tonal membership for free ($719 in savings) plus the removal of a Mirror from their home for no additional cost. 

Lululemon Leaves Connected Fitness

Lululemon may be uber-successful at athleisure, but its connected fitness Mirror proved to be a $500 million misfire. 

In September, the company announced it would discontinue the connected fitness device before the end of the year and teamed with Peloton in a strategic five-year global partnership that saw the connected fitness company create exclusive digital fitness content for Lululemon Studio starting in 2024.

Tonal Embraces Hardware, AI

Tonal, meanwhile, has made key moves in the at-home fitness market. under the leadership of new CEO Krystal Zell, who took the reins in April at the same time as a fresh injection of $130 million in funding,

The company is actively using AI, with plans to leverage its capabilities for user personalization regarding suggested weights, dynamic weight modes and personalized content recommendations. As Zell told Athletech News in an exclusive interview, Tonal has five years’ worth of complete data collection on weight training that drives insight and workout design.

“We are very much focused on taking this incredible data set that we have, but making it useful for our members,” Zell said, adding that the data is anonymized. “It’s not about technology for the sake of technology. It’s all about how we can use this data to get our members better workouts with more results.”

The smart home gym company also expanded its in-store Nordstrom retail footprint this holiday season by selling Tonal and accessories on BestBuy.com to reach a wider audience. In another move this season, Tonal partnered with Extend to offer product production on its AI-powered strength trainer to enhance the consumer experience. 

Learn more about the Tonal trade-in program here.

The post Tonal Rolls Out Lululemon Mirror Trade-in Program appeared first on Athletech News.

Peloton has named Lauren Weinberg as its new chief marketing officer following the upcoming departure of current CMO Leslie Berland, who oversaw the connected fitness company’s rebrand, which was first announced back in May.

Joining Peloton’s C-suite and based in New York City, Weinberg will report directly to CEO Barry McCarthy and will lead Peloton’s brand and product marketing, growth marketing, creative, consumer insights, membership and global communications. 

McCarthy points to Weinberg’s growth-first mindset and focused approach to scalability as assets to the newly rebranded connected fitness company.

“She thrives on understanding both the art and science of effective and impactful marketing strategies for companies, to build awareness and engagement, identify new audiences, and drive customer conversion, all ambitions key to the Peloton growth strategy,” McCarthy said of the new CMO, who joins the fitness brand from Intuit where she served as senior vice president, chief marketing and revenue officer, for Quickbooks.

CMO Star Power

Before Intuit, Weinberg led global marketing and communications as Square’s chief marketing officer and held marketing roles at Yahoo, MTV and AOL. As a seasoned marketing professional, she’s been featured on Forbes’ “50 Most Entrepreneurial CMOs” list, Adweek’s “Top 18 CMOs” and Brand Innovators’ “Top Women in Marketing.” 

“I am thrilled to be joining the incredible Peloton team to continue building on the momentum of the brand’s transformation,” said Weinberg. “As an active member of the Peloton community, I am a huge believer in the impact the brand, product, and community have with millions of consumers. I am beyond excited to get started, and I see great potential ahead for the company.”

Peloton’s Rebranding Efforts

Although Peloton’s major rebrand and freemium app model haven’t converted as many free users into paying members as the company initially hoped, Peloton’s CEO sees a positive, with the brand maintaining its core user base while inviting in male, Gen Z, Black, and Latinx consumers as both free and paying members.

While McCarthy has said before that he views Peloton’s app as the path to the promised land, rather than its hardware sales, the connected fitness company has also shown promise with several new strategic partnerships, including Lululemon, Liverpool Football Club, the University of Michigan, New York Road Runners and the NBA and WNBA.

The fitness brand is also betting on the success of its international push and entrance into Austria, its fifth overseas market.

Earlier this fall, Peloton chief financial officer Liz Coddington indicated at a Goldman Sachs conference that the company is eyeing additional markets in Europe in 2024.

The post Peloton Hires New CMO Amid Rebrand Efforts appeared first on Athletech News.

Eight months after a total company rebrand that welcomed new fitness enthusiasts across a variety of demographics, Peloton has released ‘The Peloton Report: A Fitness Journey,’ which unearths what motivates (and hinders) progress, how consumers pursue fitness, what they hope to achieve, and how they use tech on their fitness journey.

Peloton has seen both a rise and fall in recent years, but has continued to endure as the brand that put connected fitness on the map. This year, Peloton fully embraced change as a way to chart a new course, reintroducing its brand with a vision of “anyone, anywhere” fitness that shifted its focus away from hardware and towards its app, inviting everyone to access free fitness content across a variety of modalities.

The revamp occurred this past May, five months after Leslie Berland took over as Peloton’s chief marketing officer. Now, Berland is moving on — leaving her role at Peloton later this month for Verizon. 

Under her brief tutelage, Peloton rebranded to become more than a fitness hardware company, leaning into its digital app offerings. At the same time, the brand’s marketing approach morphed from targeting high-income earners in the suburbs to a more inclusive strategy, as seen with its 2023 holiday campaign ad. Peloton also made headway with strategic partnerships, such as Lululemon, Liverpool Football Club, the University of Michigan, New York Road Runners and the NBA and WNBA.

Although the free app tier hasn’t fully hit the mark as far as converting free users into paying subscribers as Peloton initially hoped, CEO Barry McCarthy still deems the strategy a success, noting that Peloton has pulled off somewhat of a feat:  continuing to resonate with its core consumers while attracting more male, Gen Z, Black, and Latinx consumers that joined Peloton as both free and paying members.

Peloton’s study consists of data from a U.S.-based online survey taken from Aug. 31 to Sept. 13, 2023, and reveals some key findings regarding the fitness company’s newest users — and offers a glimpse into the minds of Gen Z fitness consumers. 

Here are some key insights from “The Peloton Report: A Fitness Journey”: 

• Men are more than twice as likely than women to increase their exercise frequency to boost their libido.

• Over two-thirds (66%) of Gen Z reveal that mental factors cause them to increase their exercise, which is more than Gen X (49%) and a quarter more than baby boomers (40%). However, it’s important to note that 79% of Gen Z are more likely to face challenges related to mental factors when trying to engage in fitness (as opposed to 64% of Gen X and 65% of Baby boomers.)

• 56% of Gen Z prefer to work out in a gym or health club setting, eager to be around others.

• Younger generations of fitness consumers are more than two times more likely than Baby boomers to want apps that offer access to fitness instructors to enrich their workout experience.

• 89% of Black/African Americans and 90% of Hispanic/Latinx say they are motivated by the promise of better physical health, and 94% of the Black/African American and 95% Hispanic/Latinx populations say they are motivated by the promise of better mental health. 

• While Peloton acknowledges in its report that the fitness industry has work to do, the study revealed 88% of Black/African Americans, 88% of Hispanic/Latinx, and 91% of white Americans believe it is “on par or getting more inclusive.”

• Overall, Peloton found that 68% of the general population believe “people with my background have a positive relationship with fitness” — a statement it found was true across genders, with 72% of men and 64% of women, and races, with 75% of Black/African American respondents, 68% of Hispanic/Latinx respondents, and 66% of white respondents.

• Inclusion is on the minds of fitness consumers, with nearly six in 10 respondents (58%) believing fitness companies and brands have a responsibility to address barriers to inclusiveness. 

• 65% of respondents say fitness brands and companies are listening to and taking into account the opinions and needs of their group, with younger generations agreeing more (Gen Z: 71%, Millennials: 78%) than older generations (Gen X: 62%, Baby boomers: 50%).

Download ‘The Peloton Report: A Fitness Journey’ in full here.

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Lululemon, having just pulled off the single biggest day in the history of its company with Black Friday, announced its third-quarter fiscal 2023 results, which CEO Calvin McDonald described as another strong quarter for the athleisure brand. 

The Vancouver-based company reported a net revenue increase of 19% to $2.2 billion when compared to Q3 of 2022 and expects net revenue for 2023 to be in the range of $9.549 billion to $9.584 billion, representing a growth of 18%. The activewear brand opened 14 net new company-operated stores during the quarter, ending with 686 stores.

“As we enter the holiday season, we are pleased with our early performance and are well-positioned to deliver for our guests in the fourth quarter,” McDonald said, adding that he’s energized by what he calls “significant opportunities” ahead for the leading activewear brand.

In October, Lululemon was added to Wall Street’s S&P 500 index, causing the activewear brand’s stock price to hit its highest level since December 2021. Lululemon’s shares hit a record high on Friday followng the brand’s Q3 results, which beat estimates.

McDonald touched on Lululemon’s successful Black Friday strategy, where the brand saw a significant increase in app downloads (roughly 250,000+) which allowed Lululemon fans to access special sales. 

Lululemon’s board also authorized a new stock repurchase program for up to $1 billion of the company’s common shares, which McDonald noted reflects the optimism in Lululemon’s growth trajectory.

The brand saw its women’s business increase by 19%, fueled partly by new products, such as the sort and form-fitting Wundermost bodywear. However, Lululemon reports that while its men’s line saw growth of 15% in the third quarter, overall brand awareness remains low (13% in the U.S., 12% in Australia and single digits outside of North America.) 

“Similar to during the COVID-19 period, we see that when there is some uncertainty in the macroenvironment, men can become a bit more conservative in their apparel purchases,” McDonald told investors.

The number of activewear brands targeting male consumers seems to be increasing, as seen with Rhone and Ten Thousand. Lululemon plans to boost its brand awareness with men and has been testing media-based campaigns in the U.S. — a strategy it plans to continue in 2024 when Lululemon launches a new men’s footwear line.

As for its international growth, Lululemon reports that all regions grew in “strong double digits,” with a 53% increase in China. 

Mostly Mum on Fitness

Despite a new high-profile 5-year partnership with Peloton, Lululemon execs didn’t focus on the arrangement on its recent call with investors, except to state that it will no longer produce content or sell Mirror hardware. Meghan Frank, Lululemon chief financial officer, noted a post-tax asset impairment and other charges related to Lululemon Studio, totaling $72.1 million during Q3.

Frank also shed light on Lululemon’s guidance outlook, reiterating that while the company is pleased with the trends seen at the beginning of the holiday season, Lululemon is mindful of the current economic landscape — one that has contributed to NY-based women’s activewear brand Bandier to offload its assets and IP. 

“The majority of the quarter remains in front of us,” she said. “We remain aware of the uncertainties in the macro environment, and we continue to plan the business for multiple scenarios.”

For Q4 2023, Lululemon expects net revenue to be in the range of $3.135 billion to $3.170 billion, representing growth of 13% to 14%.

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This article is part of ATN’s DISRUPT 2023 video series, which features key conversations with executives from the most successful brands in fitness and wellness. To watch more videos, click here

The general appetite for investing in fitness and wellness companies has cooled off quite a bit from its pandemic-era high, although the long-term prognosis for the space remains strong, according to industry experts. 

Speaking during Athletech News’ DISRUPT 2023 video series, three leaders in the private equity and venture capital spaces – Jon Canarick of North Castle Partners, Mark Grabowski of Snapdragon Capital Partners and Lance Dietz of KB Partners – gave their thoughts on the current landscape of the fitness and wellness market, including which sectors are best poised for growth despite a cloudy macroeconomic environment. 

The Fall of At-Home Fitness

Overall, the investors agreed there was too much buying in the fitness and wellness space during COVID, especially of at-home fitness companies, which has caused a lot of financial tumult and sent valuations tumbling in recent months. 

“There was way too much investing in the space by a factor of five, or something to that effect, particularly, of course, in the home fitness category,” Canarick said, noting that pandemic-era investments “were probably beyond the scale and scope of what was economically feasible for the category. As a result, you have billions and billions of dollars of burned capital that are underwater all throughout the home fitness part of the space.”

Confidence in at-home fitness companies during the pandemic likely reflected many investors’ predictions about what the long-term effects of the pandemic would be on people’s workout preferences. 

“I think there was overconfidence that this (was) a whole new world, people are all going to be working from home, there’s going to be more remote work, (and) people are going to want to now work out at home and not go back to the gym,” Grabowski said. 

Brick-and-Mortar Fitness Is Back

It’s certainly not all bad for the fitness and wellness industry post-pandemic. The flip side of the at-home fitness debacle is that in-person experiences are booming as people seek social interaction in gyms and studios.

“People had habits that they’re going back to,” Dietz said. “We think in-person experiences are very valuable to human nature so you see a lot of people going back to brick-and-mortar.”

Canarick agreed that we’re witnessing a “really strong recovery of brick-and-mortar fitness,” but he noted that hybrid fitness is likely here to stay as many consumers now prefer a blend of working out in person and at home.

“Peloton has had their fair share of challenges but they still have gained an enormous market share of monthly workouts,” Canarick said by way of example.

As people return to in-person activities, the concept of “community” is more important than ever, Dietz believes. Fitness and wellness businesses that are able to build products and services that foster connection are more likely to be attractive to investment firms in the current environment.

“It’s a buzzword at times, but it’s also one that I think has a meaningful impact on long-term value for the user experience,” Dietz said of the power of community.  

“Where community can address loneliness and the ability to be a bit healthier because you have people around you I think is a really interesting opportunity,” he added.

The Newcomers: Recovery, Fitness Trackers & Preventative Wellness

As for what areas of fitness and wellness could be targets for increased investment moving forward, the investors identified three sectors: recovery, health and fitness trackers, and preventative wellness.

Recovery tools are moving from the niche to the mainstream thanks to the direct-to-consumer success of companies like Hyperice and Therabody and the proliferation of modalities like cold plunge, infrared sauna and cryotherapy. 

Canarick expressed excitement about the growth potential of the recovery sector as tools once only available for professional athletes find their way into the hands of the masses, although he said there may be a cap on how big the market can get. 

“There’s still a question as to the size of that market from a profitability standpoint,” Canarick said of the recovery space.

Another hot category figures to be health and fitness trackers, driven by the sudden popularity of companies like Oura, Whoop and others. However, Canarick again urged some caution since it’s unclear whether trackers will be able to gain market share with non-fitness enthusiasts, which is still most of the population.

Grabowski believes the market for health and fitness trackers could really take off, especially as consumers increasingly embrace what he calls “preventative wellness” over traditional healthcare or sickcare. 

Trackers have the ability to reach consumers outside the athlete or weekend warrior population if they’re used to help everyday people track important health metrics, Grabowski noted.

“When you think of everything from blood testing to stool samples, there you’re actually addressing some different issues,” he said. “It’s not about, ‘Am I optimizing my workout performance?’ It’s about allergies, chronic issues, immune responses and other things that people are dealing with.” 

Long-Term Outlook Is Positive

Overall, while the market isn’t what it was pre-COVID or during the pandemic thanks to macroeconomic conditions and general global uncertainty, there’s still reason to be optimistic about the financial “health” of health, fitness and wellness, the investors believe. 

“I think almost universally there’s growth in consumer expenditure in health and wellness across multiple categories,” Grabowski said, noting that the industry as a whole is on an “upward trajectory” and most sectors are at or are approaching pre-COVID levels.

That’s not to say growth capital will be easy to come by, at least in the short term. To make themselves attractive investment candidates in the current fraught economic environment, fitness and wellness businesses will need to show they have executive teams who can adapt to change.

“If it’s not the pandemic, then it’s inflation. If it’s not inflation, you’ve got what’s going on geopolitically,” Grabowski noted. “So I think seeing senior management teams who have proven adaptability, there’s an even bigger premium. One-note players are not as backable.”

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The most devoted fitness enthusiasts opt to get moving on Thanksgiving morning, and Peloton members showed up in full force for the connected fitness company’s annual 2023 Turkey Burn classes — only to find they couldn’t join Peloton instructor Robin Arzon’s holiday ride for the first 20 minutes of the live class. 

Despite the outage, Peloton earned some bragging rights for setting Guinness World records for the largest cycling and running classes. It was a feat Peloton hoped to pull off, as it heavily promoted the Turkey Burn event to its members, offering a special badge for those who beat their personal record.

While the issue was resolved within 20 minutes for some, many Peloton members had logged off already and others experienced an ongoing outage. 

The Turkey Burn blunder led Peloton CEO Barry McCarthy to issue an apology in an official Peloton community group on Facebook, saying that while the connected fitness company had intended to create an “amazing” ride event, it had let members down. 

McCarthy acknowledged that the number of Peloton members who attempted to join the Turkey Burn ride “overwhelmed” Peloton’s technical infrastructure, making Peloton unable to support those trying to participate in the annual class.

“While over 37,000 members were able to participate, we know far too many of you could not,” penned McCarthy. “I know for many of you, this has become an annual tradition, and we owe you the best possible member experience. On behalf of the team, we apologize.”

Although many Peloton members accepted the apology, others were less than understanding and indicated that the outage wasn’t a one-off but a chronic issue. 

“The thing that is truly so sad and disappointing about this is that much of the membership called it many weeks ago regarding the IT infrastructure simply not being able to support the goal being promoted. If we knew it, how is it even remotely possible that Peloton didn’t?” wrote one disgruntled Peloton member under McCarthy’s apology post. 

Still, others were able to shake off the disappointment.

“I was a bit sad but did an outdoor walk instead,” shared one member. “No reason to stress out about something like that when we have so much to be thankful for!”

Peloton, which recently announced a five-year global partnership with athleisure giant Lululemon, has been struggling to convert free users into paid subscribers.

The company ended Q1 2024 with 2.96 million paid connected fitness subscribers, reflecting a net reduction of 33,000 in the quarter and 763,000 paid app subscribers, showing a net reduction of 65,000.

While the early results have been lackluster, McCarthy revealed that Peloton’s new marketing strategy focusing on its paid app has shown some promise, writing in his recent letter to shareholders that the company is “making a large bet on growing Peloton App subscribers in FY24.”

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Activewear giant Alo Yoga is the latest wellness brand to co-mingle with the tourism industry, bringing Alo Moves, its vast online health and fitness content library, to guests staying at The Meritage Collection properties.

Beginning this month, travelers staying at Meritage Collection properties can use their personal device to tap into 3,000-plus Alo Moves fitness and wellness classes across yoga, HIIT, Pilates, strength and meditation with a complimentary trial, exclusive membership pricing and have access to complimentary Alo Moves equipment, such as yoga mats. 

The Meritage Collection, which offers five properties in Napa Valley, California, Kauai, Hawaii, Austin, Texas, and Huntington Beach, California says “in-room Alo Moves experience packages” will soon be available at its resorts.

The Wellness Travel Boom

This year has seen several fitness and wellness brands stamping their passports to journey into the tourism sector, especially as the sought-after Gen Z and millennial consumers already have their bags packed and are ready to jet off to getaways centered on relaxation and wellness.

Further underscoring the desire to relax and unwind, the global wellness tourism market size is projected to reach $2.1 trillion by 2030, according to ResearchandMarkets.com.

Equinox, a major player in luxury fitness offerings, has laid the groundwork to bring an Equinox Hotel to the Red Sea coast in Saudi Arabia. The planned hotel will focus on movement and nutrition with a rooftop magnesium salt pool and signature Equinox fitness club.

Peloton, which partnered with Hilton Hotels last year to feature its Bike at U.S. locations, has recently expanded its deal to Hilton properties in Puerto Rico, Germany, the U.K. and participating properties in Canada.

This fall, boutique fitness franchisor Xponential Fitness and its top brand, Club Pilates, set sail for a week-long Alaskan retreat filled with Pilates enthusiasts. 

Therabody, the wellness and recovery tech brand that put Theragun on the map, even teamed with United Airlines to treat international business class travelers with special Theraface comfort products and access to its devices while in the air. The tech company has also begun to open in-airport Therabody Reset Suites at all United Polaris lounges, complete with its wellness devices and skincare products.

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