In the public relations space, some are built with a natural passion or skill-set for the work, much like you’d say someone is a natural “go-getter” or “people person.” Nicole Dunn, CEO of Dunn Pellier Media, is all of the above.

Dunn Pellier Media has worked with top brands such as F45 Training, Les Mills, Orangetheory Fitness, and Club Pilates, establishing itself as one of the top public relations firms in fitness. But while Dunn has always had the personal tools to build a top agency, getting to this point still took determination and savvy, especially in her early days coming from another industry.

Grinding to the Top

Before starting Dunn Pellier Media, Dunn spent 14 years working in television, at one point helping to produce a Dr. Phil spin-off series called “Decision House.” She led a 50+ member team, overseeing all aspects of production from talent and guest bookings to writing scripts.

“The demands were intense, often stretching into 16-hour workdays,” Dunn recalled. “Amidst the competitive landscape, particularly dominated by men, I started to question what I was doing and how hard I worked for someone else.”

That questioning eventually led her to create Dunn Pellier Media. After receiving guidance from a business coach and an all-female “mastermind” group in Los Angeles, she went on to launch the PR agency. 

“Initially, I was hesitant to leave television, but I realized that with the versatility of my skill set in producing television and the potential for crossover into public relations, that it would work,” she said. “Encouraged by my mastermind group and my husband’s collective wisdom, I leaped.”

Amid that leap, she had an inspiring and helpful partner beside her in Tony Horton. The P90X star became one of Dunn’s first clients and was instrumental in helping her interest in fitness blossom into a true passion. 

“Witnessing the profound personal transformations sparked by his workouts ignited a fire within me,” said Dunn. “In our early days, Tony challenged me to reevaluate my fitness regimen, bluntly dismissing that my ‘daily dog walks’ just didn’t make the fitness cut. His insistence and encouragement to create a workout routine was a pivotal moment that marked a profound shift in my lifestyle and my future career.”

As their partnership grew, potential clients started flocking to Dunn Pellier Media, hoping to replicate the success enjoyed by Horton. From there, a thriving business unfolded, eventually growing to expand its portfolio beyond personalities and feature a wider spectrum of health and wellness organizations. 

Separation from the Pack

Besides its impressive client list, Dunn Pellier Media also distinguished itself from multiple competitors in the public relations arena. Working to be a “dedicated health partner” rather than just manning the PR department for its clients, DPM crafts and molds wellness narratives with impactful storytelling. 

The agency’s extensive experience and notable relationships across the industry also make a difference. Along with industry giants like Orangetheory and Club Pilates, Dunn Pellier Media also works with Bulldog Yoga, MyNetDiary and Essentia Mattress. 

“We have deep-rooted relationships with both the media and the wellness marketplace,” said Dunn. “For 17 years we have attended almost all fitness, wellness, and biohacking conferences to meet our community and make ourselves a part of this community.”

Those relationship-building skills trickle down from the top. 

“One of my greatest strengths lies in my ability to connect with people — a trait that has been evident since childhood, as my father often noted my natural gift for conversation,” Dunn said. “I’ve always been genuinely intrigued by people, eager to find out what drives them while learning about their passions. This innate curiosity serves as a significant advantage for our company, as it enables me to forge meaningful connections and foster growth opportunities in the fitness and wellness space.”

Additionally, Dunn Pellier Media’s specific focus on public relations in the health and wellness sector helps differentiate it from the pack. Few, if any, other companies stand so equipped on both the fitness and PR front. 

“What sets us apart is our genuine integration within the wellness community, a distinction few firms can claim,” said Dunn. “We’ve cultivated deep-rooted relationships and solid expertise in promoting fitness, health, and wellness brands.”

The Future of DPM & More 

Dunn sees merging Dunn Pellier Media with a prominent PR firm in need of DPM’s distinct health and wellness expertise as something to strive for in the long term future. 

“By joining forces with a much larger firm, we aim to bring our unique perspective and specialized knowledge to a broader audience, further solidifying our position as leaders in wellness-focused public relations,” she said. “Together, we can amplify our impact and offer clients a comprehensive suite of services that seamlessly blend expertise, community, and authenticity.”

However, a more immediate goal involves combating gender discrimination in health and wellness. In the current calendar year, Dunn mentioned an intent to address the disparity in funding for research into women’s health. 

With help from the Goldman Sachs 10K Small Business Program, from which Dunn recently graduated, she plans to launch an online platform that will fill the gap in research and data for women aged 45 years and older. The project is still in its development phase, as Dunn noted she’s currently preparing a pitch deck to engage leading female funders invested in women’s health to have them help support the platform. 

“We can’t improve what we don’t measure, and this platform brings the data and research together for better health outcomes and reducing the cost of disease for women,” Dunn said. “We have been left out of critical health and wellness research studies and that needs to change!”

The post Nicole Dunn, Founder of Top Health & Wellness PR Firm, Wants a Better Future for Women appeared first on Athletech News.

F45 Training has been on an upswing as Tom Dowd nears his first anniversary as CEO of the functional fitness franchise, which just announced itself as the exclusive fitness provider for Ikon Pass holders for the 2024-2025 winter season. The partnership will include discounts and special fitness programming.

Ikon Pass, owned by Alterra Mountain Company, offers avid skiers and snowboarders the “ultimate pass” to access some of the best mountains, such as Steamboat, Mammoth Mountain and Big Bear.  

Encouraging adventurers to “experience the F45 difference,” the functional fitness brand welcomes Ikon Pass holders with an exclusive 14-day trial for $14 at select studio locations in the U.S. and Canada. The partnership is ideal for snow sports enthusiasts who rely on HIIT and functional training in the offseason to safely shred and carve the slopes, F45 notes.

“In collaboration with Ikon Pass, F45 expands its reach – even now going so far as literally summiting mountain tops – to ensure everyone has access to today’s strongest offering in functional fitness,” Dowd said. “We have no doubt that Ikon  Pass holders joining the F45 family ahead of the upcoming season will only strengthen their athletic aptitude and help them reach their overall wellness goals, both on and off the slopes.”

In the coming months, both F45 and Ikon Pass are teaming up with collaborative athletic programming that will be available both digitally and in-person at F45 nationwide.

“F45’s exercise approach is a clear benefit for winter sports enthusiasts as they condition for all mountain activities,” said Ryan Blanchard, vice president of brand partnerships for Alterra Mountain Company.

Athletech News recently spoke with U.S. Army combat veteran and F45 training athlete Noah Galloway about the functional fitness franchise’s future and its new leadership under Dowd. Galloway notably emphasized F45’s commitment to inclusiveness and unique workouts. 

“What new CEO Tom Dowd and the team are creating is purposeful, they want it to feel more family-oriented,” he said. “They wanted to be very inclusive, warm and inviting. I think that we’re about to make a huge splash in the fitness world.”

F45 also entered the new year with news that Mark Wahlberg, investor and chief brand officer of the functional fitness brand, will expand the franchise in the Boston area, investing in his own F45 studios in partnership with Club Sports Group.

The post F45 Plans Ski & Snowboard Workouts, Partners With Ikon Pass appeared first on Athletech News.

The fitness franchise industry has seen remarkable transformations over the years, with 2024 marking a pivotal point in its evolution.

Amidst a landscape of innovation, sustainability and personalized wellness, fitness franchises are redefining what it means to be fit, both physically and mentally. With high CAGR growth, the Fitness Franchise industry is flushed with interest amongst new franchise investors and new founders. At the heart of this transformation is a cadre of visionary leaders who exemplify the drive and innovation steering the industry forward.

To get a pulse on the fitness franchise category growth and forecast in 2024, we dove into the details with helpful insight from a well-known leader in the space. 

Franchise Growth by The Numbers

Franchises like F45 Training and Orangetheory Fitness have rapidly expanded their global footprint, with F45 Training boasting over 1,700 locations and Orangetheory Fitness over 1,500 locations worldwide. These numbers underscore the scalability and consumer appeal of these fitness models, particularly in offering high-intensity interval training (HIIT) and heart-rate-based workouts that promise effective and efficient fitness results​​. 

Another growth player in the industry yielding significant growth in locations is Fit Body Boot Camp, with nearly 300 locations system wide as of 2024. The organization has twice been listed among Entrepreneur Magazine’s 500 fastest-growing franchises and four times listed on Inc. Fit Body is a great example of high growth within the category, showing potential future growth as a strong indicator for the industry as a whole.

Strategic Considerations for Franchisees

For outsiders looking to enter the fitness franchise industry, understanding trends and consumer behaviors is crucial. The growth in online fitness, the importance of catering to older demographics and the success of specialized fitness franchises offer valuable insights into where the market is headed. 

Additionally, the resilience shown by the industry in the face of economic challenges suggests a strong underlying demand for health and fitness services, making this an opportune time to invest in or expand within the fitness franchise sector. As the fitness industry continues to evolve, staying informed about these trends and leveraging them in business planning and strategy will be key to success in the competitive landscape of 2024 and beyond. 

“At Fit Body Boot Camp, we believe that the key to success lies not just in adapting to trends, but in anticipating them, ensuring that we provide an unmatched fitness experience that meets the diverse needs of our evolving clients,” says Bryce Henson CEO of Fit Body Boot Camp. “There will always be a need for preventive health and wellness services and fitness franchising has become a leading business solution for this ever-growing societal demand.”

“It’s an opportune time for entrepreneurs to invest in a sector where impact and profitability go hand in hand and a growing industry shows indicators of continued bright horizons,” Henson adds.

Technology Integration

The integration of technology into fitness routines has significantly transformed the industry, making workouts more accessible and personalized. Wearable devices now track everything from steps to sleep, offering insights that help users optimize their health routines.

Fitness apps have grown smarter, employing AI to create tailored workout and nutrition plans, adjusting to feedback and progress in real-time. Virtual and augmented reality technologies have introduced immersive exercise experiences, turning routine workouts into engaging adventures. These advancements allow users to explore virtual landscapes or participate in gamified fitness challenges, making exercise more enjoyable and varied.

AI extends beyond personalization, utilizing predictive analytics to prevent injuries by recommending adjustments in workout intensity or form. It also facilitates seamless integration between various devices and platforms, ensuring that users have a holistic view of their health data.

Moreover, the shift towards online and hybrid fitness offerings has democratized access to fitness, enabling users to join classes from anywhere, at any time. This flexibility caters to today’s diverse lifestyles, ensuring that fitness is within reach for everyone, regardless of their schedule or location.

“The integration of AI has been able to bridge the gap between providing personalized recommendations and scalability,” Henson says. “Now being able to both help more people and deliver better client results.”

Community & Corporate Social Responsibility

The fitness franchise industry in 2024 has witnessed a significant evolution, driven not just by the goal of improving physical health but also by a profound commitment to enriching community life and embracing corporate social responsibility (CSR). This transformative approach underscores a broader, more integrated vision of wellness that extends beyond individual fitness goals to encompass societal well-being and environmental sustainability.

Franchises are increasingly active in local communities, leveraging their platforms to foster a sense of unity and engagement. From organizing health awareness events to participating in local clean-ups, the industry’s efforts are aimed at building stronger, healthier communities.

This engagement also extends to supporting charitable causes, with many franchises aligning with organizations that tackle a wide range of issues from mental health to environmental conservation. Such partnerships not only amplify the impact of non-profits but also resonate with consumers who prioritize businesses that contribute positively to society.

Inclusivity has become a cornerstone of the industry’s CSR initiatives. Recognizing the diverse needs of their clientele, fitness franchises are striving to create welcoming environments for all individuals, regardless of their background, ability, or financial status. This includes offering tailored programs for underserved populations and ensuring facilities are accessible to everyone. Such efforts reflect a commitment to breaking down barriers to fitness and wellness, fostering a culture of inclusivity and support.

“The industry’s embrace of corporate social responsibility and community engagement reflects a deeper recognition of our role beyond the gym walls,” Henson says. “By actively participating in local initiatives, we’re not just advocating for individual health but for the collective well-being of our communities. This approach is about forging connections, breaking down barriers to access and ensuring that our contributions leave a lasting positive impact on society.”

Final Thoughts

In 2024, the fitness franchise industry is poised to redefine wellness through a blend of innovative technology, enhanced community engagement and a robust commitment to inclusivity and environmental sustainability. This year is set to witness fitness franchises leveraging advanced digital tools to offer personalized workout experiences, making fitness more accessible to a wider audience.

The emphasis on corporate social responsibility is expected to strengthen ties with local communities, highlighting the industry’s role in promoting societal well-being. As fitness franchises continue to evolve, leaders are not only catering to the changing needs of today’s health-conscious consumers but are also laying the groundwork for a future where fitness is an integral part of a holistic approach to health.

This forward-thinking approach promises to shape the landscape of the fitness industry, ensuring that it remains at the forefront of promoting wellness, inclusivity and sustainability.

The post Shaping the Future: The Evolution of Fitness Franchises in 2024 appeared first on Athletech News.

Drilling deeper than anyone to find the industry’s most vital statistics, few gym or fitness studio software providers elevate their clients to the heights Hapana does. 

The software provider has become one of the health and wellness community’s fastest-growing suppliers, having twice doubled in size since moving its base of operations from Sydney to the United States in 2018. Hapana’s comprehensive approach to analytics lies at the heart of its success. 

Operators such as F45 Training, Body Fit Training (BFT), Gold’s Gym, UFC Gym, KX Pilates and Strong Pilates are just a few of Hapana’s many clients.

Data Is King … If You Know How To Use It

Hapana’s strength as a supplier stems from its versatility. Even with a bevy of fitness brands all looking for Hapana to guide them toward different data pools based on their specific goals, Hapana manages to point them all in the right direction at once. 

Central to Hapana’s approach is the human touch, which starts during onboarding. 

“Larger brands are looking at extracting data and compiling it in their own financial reporting packs or trend packs,” said Hapana Founder and CEO Jarron Aizen. “Smaller brands instead want everything to be there. Then, they’re happy to go and favoritize different things that resonate with their business. All of our accounts go through a guided onboarding with a human. We go through that process of helping them identify which reports are important for them.”

But the buck doesn’t stop there. Hapana presents different data points to different customers, depending on what’s important for their specific business.

“Every business is different,” Aizen said. “Whilst everyone’s looking for a similar set of raw data, customizing those dashboards is going to be paramount because everyone’s looking at different sets of data.” 

“You may have a package-based business, another that’s membership-based or some that are both,” Aizen added. “We even have brands with different definitions of an ‘active member.’ We classify an active member as someone active and paying. Someone on a free membership, they’re not in that number. That’s boosting your number, but it’s not adding to your yield. We’re looking at the data that’s really contributing to revenue growth and retention, not necessarily just inflating in numbers. But if they do want that in there, they can add it. That’s the difference. We’re giving them that high level of customization when looking at their data.”

Keeping Up With What Operators Want

The Hapana team also keeps a close eye out for what’s trending in terms of harvesting data. With gyms and fitness studios recently looking for a more detailed approach to retention and engagement, Hapana makes sure they’re covered. 

“Yield has been a big focus for many of our brands,” Aizen said. “If you had five new members that joined this week and two that left, but the five that joined did so at $20 a month and the ones that left were at $50 a month, you’re losing money even though you’re at a net member gain. Those have been big focus areas.”

Hapana has also identified figures pertaining to how a gym develops and grows its community as a favorite among operators. The platform has responded by making a variety of community-oriented stats available. Some include the ability to measure the impact of social events, group event participation, in-app referral figures, and group bookings. 

The same can be said for digital engagement, another subject Hapana has noticed an increase in demand for statistical analysis. The platform’s analytics have already started helping clients determine how heavily they should invest in that element of their business.  

“A lot of brands that went online over the pandemic, some of them have pulled back from that strategy after looking at the data on who’s actually engaging in this digital content,” Aizen said. “Other brands have shifted, where they now use it as more of a brand extension… rather than a direct method to drive ancillary revenue streams.”

Full Data Transparency

Hapana also separates itself from the other software providers with its openness in data sharing with clients. Operators can be misled by other gym management solutions, which sometimes neglect to give their customers the whole picture. 

“Our goal is to ensure that contractually, brands own their data,” Aizen said. “A lot of our other competitors, they basically have the fact that they own the data buried deep in their contracts. You don’t want your data to be held ransom. That’s not how we operate. You should be able to go and get all the information that you need through these reports.”

Hapana also simplifies things for brands with standard, one-size-fits-all pricing. 

“A lot of brands have different tiers of subscription pricing depending on what reports you want. We just go with one pricing tier that says you get access to everything,” Aizen said. “We want our brands to have everything they need under the hood.”

The post Hapana Is Changing the Way Gyms & Studios Leverage Data appeared first on Athletech News.

After squeezing a mile’s worth of workouts that combine functional training principles with HIIT into 45-minute intervals, most people would think that leaves little room for hospitality. But at F45 Training studios, most people would be wrong.

The boutique fitness franchise made a name for itself in 2021 with its forward-thinking approach to fitness and aggressive expansion. The brand reeled Mark Wahlberg in as an investor and developed a library of unique programs with 5,000+ movements all focused on improving cardiovascular health as well as building lean muscle. 

That, combined with its aforementioned warm atmosphere, also caught the eye of United States soldier and motivational speaker Noah Galloway. Galloway lost both an arm and leg while serving in the Iraq War. However, he remains focused on fitness, partnering up with F45 as a training athlete this past summer.

Commitment to Hospitality

Although Galloway admitted he’s harbored a passion for fitness from a young age, he credited F45 with stoking that internal fire during the early stages of his injury recovery. He believes maintaining a healthy lifestyle is of utmost importance for everyone, making this assistance from F45 equally meaningful.

“After I was injured and lost my arm and my leg, it was the first time I experienced that insecurity, that intimidation of going back into a gym or getting back into fitness,” Galloway said.

“Even with my ‘disability,’ I feel very comfortable going into an F45. If a coach has to show me a way to modify and exercise, I’m able to do that, and that motivation level stays the same within that community.”

“What F45 is doing is building a community and that’s where a lot of people struggle with fitness, is finding a place that they feel comfortable,” Galloway added. “F45 allows that to happen because everyone there wants you to be part of the fitness community. They want you to thrive and survive.”

F45 studios build their staff of “coaches” with certified trainers able to adjust any workout to anyone’s specific needs. They help foster a “no judgment” atmosphere, providing workout options for people of all ages, including those years into their fitness journey, as well as those coming to the gym for the first time.

Unique Style of Training

Not getting lost in all this is what gym goers actually come in for — F45’s unique training methods. Aside from the variety of options, the way in which workouts are conducted separates F45 from the pack. Given the 45-minute time frame, the workouts move at a HIIT pace but help you build functional strength for everyday activities. This keeps sessions fun, action-packed, and useful for anyone. 

“It’s a perfect mix for boosting fitness and real-world strength,” Galloway said. “For me, being someone that is injured, my everyday mobility is important from just standing up, moving around, picking my children up. Yes, this is an extreme example with me missing an arm and leg, but it’s all important. We should all be thinking about our ‘later in life.’ Are we going to be beat down and broken because we didn’t take care of ourselves? Or did we follow a routine that took care of us and helped protect us as we get older?”

F45 added a gamification aspect to its workouts in late November. Over the week of “F45 Trials,” users competed against each other in cardio and strength-based exercises. It’s just another example of innovation in terms of what the brand offers alongside its marriage of HIIT workouts and functional training. 

Looking Ahead

Now supported by a new regime, the path forward for F45 has Galloway excited. Although he described the upcoming calendar year as one that would see “big changes” for the company, all of which will be done to further the company’s commitment to inclusiveness and unique workout methods rather than alter them. 

“What new CEO Tom Dowd and the team are creating is purposeful, they want it to feel more family-oriented,” said Galloway. “They wanted to be very inclusive, warm and inviting. I think that we’re about to make a huge splash in the fitness world. Yes, we all see these super fit men and women, but we’re about to show a lot of people that aren’t in that world that they’re welcome, that they should come in and join us.”

Galloway also called the progressive thinking taking place at F45 “awe-inspiring,” describing an undying hunt for newer, more efficient terms of exercise. 

“They’re constantly saying, ‘Okay, what can we do for this? What can we do for that? What’s challenging? What’s exciting? What keeps people moving and motivated?” said Galloway. “It’s not just a handful of workouts that you’re doing. It is a constant movement and change and a lot of thought has been put into these workouts.”

Galloway’s words all represent green flags for a company that fell into a sea of red only a few months ago. 

The post F45 Turnaround Fueled by Hospitality, Workout Variety appeared first on Athletech News.

January typically brings a surge in fitness and health resolutions, with gyms bustling with new members and those recommitting. However, foot traffic to ten major fitness operators fell flat last month, with analysts attributing the decline to unfavorable weather conditions nationwide and increasing competition.

Placer.ai, a software company leveraging location intelligence such as anonymous cell data, examined traffic to leading fitness operators Planet Fitness, Xponential Fitness, Equinox, Crunch Fitness, F45 Training, Anytime Fitness, 24 Hour Fitness, Gold’s Gym, Fitness International and Ultimate Fitness Group.

Citing findings from the analysis, Bloomberg suggests that the sluggish start could indicate a challenging year ahead for fitness operators, with traffic having flattened from January 2023. In contrast, visits had risen more than 40% in each of the last two years at Equinox, Planet Fitness and Xponential Fitness, according to the publication. 

Planet Fitness, the largest listed fitness chain, typically adds roughly 400,000 members in January, and according to Bloomberg, is on track for its “second-worst quarterly sales growth since 2021.” The fitness operator has an earnings call scheduled for next week and has been transparent about exploring a price increase for its basic-entry White Card, which has remained at $10 per month for the last 30 years.

“$10 is not what it used to be 30 years ago, so we’re now experimenting with different price levels with the entry-level classic (White) card,” confirmed interim Planet Fitness CEO Craig Benson last month at the 2024 ICR Conference.

The fitness operator has been testing three White Card price points ($12.99/$15/$14.99/month) in 100 clubs, each with a matching control group. 

Intentions of a price increase may have led Planet Fitness to take a hit with its signup numbers, suggests Bloomberg, reporting that the fitness chain began advertising its standard $10/month promotion in mid-January. The publication cited a note from Stifel analyst Chris O’Cull: “We believe this was an indication the advertising campaign was not producing the desired results.”

Editor’s note: Planet Fitness told Athletech News it began its planned $10-per-month promotion in late December 2023, not January 2024 as originally reported by Bloomberg

Still, the big box fitness giant recently launched a media network for advertisers and is nearing 20 million members as it’s on a mission to continue attracting Gen Z and Millennials with its inclusive approach and budget-friendly prices. 

Xponential, a leading boutique fitness franchisor now pushing into the weight-loss medication market, touted increased membership numbers, studio visits and sales growth in 2023 during its participation at the ICR 2024 Conference and the Jefferies Winter Consumer Summit last month.

The post Could a Slow January for Gyms Spell Trouble? appeared first on Athletech News.

Mark Wahlberg, investor, chief brand officer and well-known face of F45 Training, is investing in his own F45 studios for the first time, partnering with Club Sports Group (CSG) to expand the functional fitness and HIIT franchise in the Boston area.

CSG, the world’s largest F45 franchisee by studio count, currently operates three F45 Training locations near Beantown in Swampscott, Weymouth and Westford, Massachusetts.

Following Wahlberg and CSG’s first F45 studio at 99 Summer Street in the Boston Financial District last month, the two are slated to open a North End F45 studio at 111 North Street in the first quarter of this year. 

“Given his longstanding collaboration with F45 Training, working with Mark to make fitness more accessible than ever across Boston is a dream come true,” said Travis Frenzel, CEO of Club Sports Group. “Our second location, soon opening in the North End, has a special pre-opening offer for everyone looking for the best workout of their lives and what Mark incorporates to reach his own fitness goals.”

“The Family Plan” actor will continue to personally design his exclusive-to-F45 ‘Wahlberg Week’ workouts throughout the year, which encompass seven new routines across cardio, strength and hybrid training classes.

“It’s an honor to partner with Club Sports Group and expand the footprint of F45, the best group fitness approach on the planet, which has long impacted my own health and wellness journey right in my hometown of Boston,” Wahlberg said. “Returning to my roots, I see this as a great chance to improve the quality of life for everyone in the communities that are so close to my heart, and will be stopping by the studios every chance I get.”

Tom Dowd, who joined F45 as CEO in March and has a close business relationship with Wahlberg, recently spoke exclusively to Athletech News’ on the “Unscripted” podcast to discuss his vision for the fitness franchise, highlighting F45’s intentions to perhaps become more of a lifestyle brand and lean into retail.

F45 recently launched Vaura Pilates, a total-body conditioning athletic reformer Pilates concept, in New York City’s Upper East Side. The brand also recently debuted FS8, which offers 50 minutes of yoga, Pilates and toning.

Expanding into other fitness arenas is a key priority for F45 moving forward, Dowd has told ATN.

“We want to make sure we’re offering the different modalities to cater to everybody’s needs,” he said. “We’re very focused on toning, yoga and Pilates so that we offer something different to the marketplace.”

The post Mark Wahlberg Invests in Boston F45 Studios appeared first on Athletech News.

Arnold Schwarzenegger has done it all: former professional bodybuilder, actor, businessman, politician. Now 76, The Terminator is focused on his wellness media company, Arnold’s Pump Club, and a new fitness app.

Dubbed “The Pump,” the app opened as a soft launch to its 5,000 founding members last April, quickly amassing a growing fitness community with over 10 million downloads. In addition to the app, there’s also a daily newsletter and an AI-powered podcast that reads the latest tips from the newsletter.

Now, the devoted-to-fitness Schwarzenegger is ready to unveil The Pump app to the masses, writing on social media that the last eight months have been spent building and improving the app based on its founding members. 

Upon downloading The Pump and signing in, users receive an incoming video call from the actor, welcoming them to The Pump and explaining his concept and excitement for his new venture.

“I have been a fanatic about fitness, and I’ve been on this fitness crusade now for five decades because I want to make sure that everyone kind of feels the pleasure of being fit and strong like I always did,” Schwarzenegger says on the call. “But now I’m especially pumped up because of the power of the internet.” 

Fitness for All

In his message, the former California governor assures that his new app isn’t just for those who are experienced with fitness training (although they will find great programs) but that The Pump is also suitable for those who have never stepped into a gym or lifted a weight.

As he wraps up his “call,” the celebrity and fitness pro emphasizes his new app’s positive spirit and community-building approach. 

“Everyone will be built up,” he said. “Everyone will feel good because, to me, it’s all about building people up. Not just the muscles, not just the strength, but also the ego. Make them feel good. That’s what this is all about.”

Access to the app is $99.99/year or $9.99/month, which unlocks training plans created by Schwarzenegger and his team, a motivating community and a personalized habit tracker, plus guided workout videos and instructional tips.

Users begin with a 90-day program called The Foundation, with a plan based on their lifestyle, preferences, fitness experience and goals. The habit builder is used to support meeting healthy goals and create lasting practices. Instead of just lending his name to the mission, Schwarzenegger is steeped in the program, routinely hosting Q&As for users and acting as an approachable resource. 

In keeping with his promise of “fitness is for everyone,” free workouts and motivational material are still available for those who aren’t ready to invest in The Pump app.

Star Appeal 

Notoriety can help fuel fitness businesses and platforms, as seen with Chris Hemsworth’s Centr, a fitness and wellness ecosystem spanning content and fitness products and the Mark Wahlberg-backed F45 Training.

Although “Thor” catapulted Hemsworth to fame, with fitness enthusiasts taking note of his physique as a personal goal, Schwarzenegger has had a longstanding cult-like following. One fan community, TheArnoldFans, was able to score a lifetime membership to The Pump app and meet and greet with the fitness celebrity and actor. 

Consider, too, that Schwarzenegger’s newsletter hit 310,000 subscribers in just three months of its launch last year, without the power of advertising dollars, flexing the strength of his organic fan base. In a similar vein, all 5,000 spots for the Pump App sold out in 72 hours without ever spreading the word on social media. 

As for what’s ahead for The Pump, that remains to be seen — but it appears Schwarzenegger is taking the approach of delivering quality instead of banking on quantity, assuring that after 90 days, users will see results and be hooked.

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

The post Can Arnold Schwarzenegger Build the Ultimate Fitness App? appeared first on Athletech News.

Vaura Pilates, a total-body conditioning athletic reformer Pilates concept owned by F45 Training, is opening its first location, settling in New York City’s Upper East Side. The Vaura location will offer 28 Pilates reformers, showers and even a beauty bar. 

With Pilates projected to be one of the top wellness trends of 2o24, Vaura aims to deliver the popular fitness modality in its studio with a club-like vibe touting mood lighting, mirrored ceilings and a premium sound system. The concept stems from Australia’s Vive Active, which has three locations in Oz and two studios in Singapore.

“Vaura brings an electrifying energy to athletic reformer Pilates,” said Tom Dowd, CEO of F45 Training. A prior investor in the Mark Wahlberg-backed fitness franchise before becoming F45’s CEO last March, Dowd was recently featured on an exclusive podcast with Athletech News, where he discussed the boutique fitness franchise industry and his vision for F45 and its related brands.

“We are creating a new full-body sensory experience unmatched by any other exercise regimen,” Dowd said of Vaura. “Everything about our classes, from the studio design and luxurious amenities to the club-like mood lighting and more, work in harmony to create a space that inspires transformative results members will love, and they will awaken muscles they never knew existed.”

Vaura Pilates offers 50-minute classes suitable for both beginners and Pilates aficionados in four formats:

• Total: Vaura’s signature class combines strength, endurance and stretch in a full-body conditioning workout, with guidance from Vaura trainers providing beginner, intermediate and advanced exercise options.
• Stretch: Intending to improve mobility and flexibility, Stretch offers strength-building and stress reduction with its Pilates, yoga and flexibility-infused workout.
• Circuit: A blend of strength, HIIT and stability training, Circuit features 12 – 16 rounds at multiple stations to burn calories with 90-second intervals that work every muscle group.
• Fusion: A combination class that is spent half on the Pilates reformer and half on functional floor-based movements for a full-body strength and conditioning workout.

Travis Frenzel, Club Sports Group CEO and Vaura franchisee, remarked that it’s a privilege to launch the first Vaura studio in the U.S. and introduce the exciting Pilates concept in the heart of Manhattan.

 “As part of our January opening, we have several exciting moments on the horizon, which we’ll share more about on our social channels,” Frenzel said. “We look forward to welcoming Pilates enthusiasts of all fitness levels to our unique experience.”

Vaura Pilates opens on Saturday, January 13, 2024, at 1011 Third Avenue, on the corner of Third Ave and 60th Street. Single classes start at $42, with various class packages also available. To commemorate Vaura’s flagship Upper East Side location, new members can take advantage of exclusive offers for a limited time.

In addition to F45’s signature functional training brand and Vaura, the brand also recently debuted FS8, which offers 50 minutes of yoga, Pilates and toning. Expanding into other fitness arenas is a key priority for F45 moving forward.

“We want to make sure we’re offering the different modalities to really cater to everybody’s needs,” Dowd has shared with Athletech News. “We’re very focused on toning, yoga and Pilates so that we offer something different to the marketplace.”

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There’s no shortage of individuals who want to get into fitness and wellness but fail to take the necessary steps to put themselves on a mat, treadmill, or bench. Gym intimidation and general “know-how” are both common obstacles in that journey. F45 Training, the ultra-popular functional fitness franchise, is not only clearing a path forward, but working as a friendly guide along the way.

Despite its size as one of the world’s largest fitness franchises, F45 remains committed to personalized fitness with certified trainers on board to help members overcome setbacks, disabilities, or fitness education shortcomings. The F45 environment, built around a strong culture that promotes camaraderie and support amongst all gym goers, makes member acquisition and retention a major strength for the company as it plots a new path forward under CEO Tom Dowd. 

A Warm Environment

From the jump, F45 walks new members through their local studio to help them feel relaxed and understand that whether they’re someone who works out consistently, hasn’t worked out in several years, or even ever before, that this is a place for them. F45’s coaches play a large role in that, having been trained to safely modify each functional training movement to any member’s individual needs. 

Any fears or insecurities that might hold someone back from a more fit lifestyle are attacked head-on via this introductory process. F45 gyms consider themselves a place for all fitness levels, strengthening each studio’s support system and sense of openness to all. 

“Our big push this year is focusing on getting the people who are afraid to come into the studios, afraid to go into a gym, and really welcome them with open arms by spelling out how easy it is to work at your own pace and how easy it is to start with us because you have a hands-on approach with our trainers,” Dowd tells Athletech News. “We’re going to be there to support them from day one and make sure they’re comfortable in moving through the process. We’re so proud of our culture, the high-fiving and the energy. It’s just a welcoming experience.”

In Q1 of 2024, F45 also plans to launch beginner classes, which focus on less-experienced gym goers just looking to get started. 

“We’re very excited about the beginner classes,” Dowd said. “That’s going to enable people to dip their toe in the water and get in and check it out. It’s amazing to read the statistics on how many folks are just so anxious about working out in front of other people.” 

Tech & Gamification Drive Engagement

F45 also employs cutting-edge technology, specifically gamification, to retain members. With a wide variety of software at their fingertips, members can track their progress and compete against themselves, or others to stoke their competitive fire and build on their accomplishments. 

F45’s new Lionheart tech is one example of the tools in play for F45 members to keep them entertained and motivated. The wearable monitor tracks heart rate, effort levels and calories burned during workouts. Users are encouraged to hit certain marks while wearing the device as their progress is shown in real-time with the wearable connected to in-studio F45 TVs.

“This year we’re really working on engagement through technology. The Lionheart experience, measurements and gamification are going to be a big deal for us,” Dowd said, “The tech is designed to help members understand the progress that they make at F45; it plays a great role in keeping members motivated and supporting their training goals.”

Other tech-based advancements at F45 include the brand’s training app, which grants users a one-stop spot to book classes, check out meal plan options, check up on progress and work out remotely. F45 also carries its own radio station “Fitradio,” which features upbeat tunes combined with F45 ambassador voiceovers to enhance one’s workout experience.  

Leaving No Stone Unturned

Along with its beginner classes, F45 offers members three main workout styles to cater to the masses. In addition to its signature functional training workouts, F45 recently launched two new brands, FS8 and VAURA, to expand into other fitness and wellness modalities while maintaining F45’s core principles. VAURA puts members in a high-intensity, athletic reformer Pilates environment, while FS8 features a 50-minute experience of yoga, Pilates and toning.

“We want to make sure we’re offering the different modalities to really cater to everybody’s needs,” Dowd said. “We’re very focused on toning, yoga and Pilates so that we offer something different to the marketplace.”

But still, Dowd feels there’s more to accomplish in terms of expanding F45’s arsenal of offerings — and by extension the brand’s community of members. He mentioned recovery as an aspect of the fitness and wellness experience that F45 will aim to get involved with this year. 

Simply educating the public about the benefits of  F45 functional training workouts remains a focal point as well. 

“A lot of people still don’t know what F45 is,” Dowd said. “So the biggest opportunity for us is to educate people about who we are.”

Dowd noted the rising popularity of strength training among fitness consumers, and says F45 plans to stake its claim to that share of the market with its unique take on functional training.

“How do we tap into that community of people who are looking for strength-based training?” Dowd said. “How do we get them into the high intensity (workout) that’s very scientifically based? How do we get them into the low intensity like Pilates? More importantly, how do we get them to do all of them with us?”

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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.

In a time of year when “being good” is of the utmost importance, F45 Training is combining that with an emphasis on feeling good. The fitness franchise has gotten into the holiday spirit, launching its “12 Days of Fitmas” campaign as a way to engage members during the holiday season.

The social campaign, launched last week and running through Friday, invites F45 members to partake in different physical challenges at the end of their workouts for 12 days from December 11 to December 22. The fitness brand conducts this celebration each year during the holiday season, but always keeps its members guessing with different activities every day. 

Challenges thus far have included performing as many burpees, pistol squats, sit-ups, kettlebell swings, meters run on the Erg Bike and pull-ups as possible within a 45-second time frame. Participants are welcome to record themselves performing said tasks and then post on social media, making it possible to join the contest either from home or within an F45 studio. 

Afterward, competitors are instructed to pick up raffle tickets at their local F45 studio for a chance to win a variety of prizes. Those who tag F45’s main page on Instagram (@f45_training) upon posting are also given a chance to win. Additionally, F45 is making one of its items available for 50% off each day, keeping an eye out for any last-minute holiday shoppers.  

For a Good Cause

In the spirit of giving, F45 also plans to add a bonus day after the campaign reaches its end on Friday. In this finale workout, F45 will ask its users to compete as many “star jump” reps as possible, again in the 45-second time frame. Users will then get the chance to join F45 in donating to the Make-A-Wish Foundation.

The hashtag #f4512daysoffitmas, which participants are also encouraged to publish their workout videos with, currently has over 1,000 posts attached to it.

The Power of Fitness Community

F45 is no stranger to hosting themed fitness campaigns. From November 27 to December 3, the brand held “Trials Week,” where participants competed against each other in cardiovascular, strength, and hybrid-style exercises across seven workout stages.

Before that, F45 also agreed to a deal with Whoop to set up a 45-day challenge. From mid-October to early December, participants were encouraged to test out complimentary wearables from Whoop to track their workouts in real time and then monitor recovery. Wahlberg Week preceded that, featuring workouts inspired by Mark Wahlberg, the company’s celebrity investor and chief marketing officer.

Such ventures resemble another step in the right direction for new CEO Tom Dowd, who remains committed to rebuilding the fitness company after it reported $372 Million in losses over the past two years amid other financial challenges. F45 delisted from the New York Stock Exchange this summer. However, after completing some internal evaluations and launching creative concepts such as the ones at hand, the franchise is eyeing a rebound. 

F45 CEO Tom Dowd recently joined ATN’s “Unscripted” podcast series to discuss the brand’s recent turnaround efforts. Watch here

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In the first-ever episode of Athletech News’ “Unscripted” series, F45 Training CEO Tom Dowd joins the podcast to discuss his experience stepping up to lead the popular global boutique fitness brand’s new regime as it moves on from a rocky past few years. 

F45 attracted Dowd as an investor years before he moved into the CEO chair in March. After seeing cracks in the company’s foundation, he jumped in to help the Mark Wahlberg-backed fitness brand weather the storm. Now, Dowd feels confident in F45’s comeback, mentioning a stronger connection between HQ and franchise locations, a more responsible approach to the company’s finances, necessary staff replacements and a variety of other improvements. 

Dowd, along with “Unscripted” co-hosts Edward Hertzman, Athletech’s founder and CEO, and Eric Malzone, also discuss the boutique fitness industry at large. 

Watch this episode of “Unscripted” for unfiltered takes on the following:

• The recent upheaval and current rebuilding efforts underway at F45 under Dowd’s watch
• Why boutique fitness is not a “fad”
• Next steps the fitness industry needs to take to further its evolution 

Key Talking Points:

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The holiday season is upon us, and F45 Training is encouraging fitness enthusiasts to stick to their health goals. The functional fitness franchise is inviting everyone to drop into its studios for a special strength and endurance challenge running from Nov. 27 to Dec. 3.

Dubbed “Trials Week,” participants are encouraged to put their skills to the test across seven stages of F45 workouts spanning cardio, strength training and a hybrid combination. Participants can compete to make it to the top of the leaderboard of their local studio and globally by logging in their results into the F45 Training app.

“Ring in the holiday season with F45 and train your heart out to finish the year off strong ahead of the New Year,” said Tom Dowd, CEO of F45 Training. “Trials Week is just as perfect for the competitive looking to push themselves to their true limits as it is for those starting their fitness journey – helping everyone achieve the most rewarding feeling of fit.”

F45, known for its functional fitness workouts and high-intensity interval training, has been rewriting the script as of late, highlighting the power of its brand with a new content series, ‘Why I F45.’ The series highlights F45 members, coaches and franchise owners as they share the personal reasons they are committed to the Mark Wahlberg-backed fitness concept. 

F45’s New Chapter

Dowd, who was appointed as F45’s CEO earlier this year, has been put in a similar position as Peloton CEO Barry McCarthy — placed at the helm of a ship that is navigating rough waters while dealing with a few leaks from the previous captain. 

Choppy waters indeed — F45 has had to confront a $372 million loss over the last two years and wrangle a lawsuit brought forth by David Beckham and pro golfer Greg Norman as it recently delisted from the New York Stock Exchange.

Still, Dowd, with 25 years of executive leadership experience at GNC Holdings and as co-founder of Performance Inspired, believes he can return F45 to its glory days. 

After replacing former F45 CEO Adam Gilchrist, Dowd led F45 to enter a deal with human performance company Whoop and indicated that the brand plans to rely more on actor-investor Wahlberg to drive home the fitness franchise’s power — a decision he says will ultimately help franchise owners.

Under Dowd, F45 has also released a new workout series created by Wahlberg, searched for talent for its F45 Athlete Squad, revamped its website and digital presence to make booking an F45 class easier, began exploring branded merch and welcomed a marketing firm to prepare for its expansion plans. 

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F45 co-founder Rob Deutsch, who stepped down as CEO of the Mark Wahlberg-backed fitness franchise five years ago, has teamed up with The Yard Gym, an Australia-based boutique strength and conditioning franchise founded by Tiarne and Daniel Bova.

Happy to be back in the fitness game, Deutsch penned that after leaving F45 in 2019, he’s had “ZERO involvement” with the fitness franchise since, but noted he’s missed the camaraderie of a like-minded team and the fitness industry.

Deutsch will serve as a partner and strategic advisor to The Yard Gym in his new role. 

The fitness franchise currently has 18 locations, two of which are in the U.S., in the San Diego area. The Yard Gym plans to triple its location footprint in the short term,  according to Business News Australia. 

“I have been presented endless fitness concepts, with opportunities to invest, but one model stood out for me,” the F45 co-founder wrote. “One that truly aligns with my core values: It is The Yard Gym. In just 2 years of franchising, the Yard will have 50 franchises sold by year-end. We aim to ensure a strong future for our franchisees, trainers and clients. I am pumped to be joining this epic business.”

The Bova duo, a husband and wife team, founded The Yard Gym in Sydney, Australia, in 2020. Daniel is a fitness industry veteran from the F45 orbit, having owned and directed three F45 studios before launching his own fitness business.

The Yard Gym blends functional fitness, CrossFit and bodybuilding with group training sessions spanning Rig, a strength program, Turf, a cardio-based strength training and stamina session, Pay Day, a team-based resilience-building class that improves endurance and Mat Pilates, a 45-minute shaping and toning session.

“My vision for The Yard Gym has not changed,” Bova shared on Instagram as he announced the deal with Deutsch.

“Strong communities built on strong training foundations, giving our clients a second to none experience, day in day out,” he continued. “I am committed and driven on continuing to deliver the world’s most balanced strength and conditioning workout, backed by our incredible fit outs, technology, brand collaborations and social media presence. Driven by an incredible network of operators, I am beyond excited for the future. It is time to take this to the next level.”

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IHRSA has released its 2023 IHRSA Global Report, an annual review of the health and trajectory of the global industry. The report, which includes data from a survey of IHRSA member health clubs, gyms, and studios as well as insights from federation leaders in 15 countries and industry partners, points to the resurgence of the fitness industry post-pandemic, with members continuing to return to gyms and studios in large numbers.

“This year’s report shows that health and fitness industry executives worldwide are optimistic about the trajectory of our industry,” said Liz Clark IHRSA President & CEO. “Consumers have gained a better understanding about the correlation between physical activity and better mental and physical health and well-being, which has led to a resurgence in people connecting and engaging in-person at health clubs and studios around the world.

IHRSA is a not-for-profit trade association representing the global fitness industry of over 200,000 health and fitness facilities and their suppliers. Founded in 1981, IHRSA maintains a leadership role in advancing physical activity. IHRSA’s mission is to grow, promote, and protect the health and fitness industry while providing its members with benefits and resources.

Here, Athletech News provides insights gleaned from the industry overview, trend, and survey data from the 2023 IHRSA Annual Global Report:

Key Takeaways:

• High Value/Low Price (HV/LP) and luxury fitness facilities gained the most over the past year.
• Top fitness companies reported strong YoY growth and fitness club expectations and public company data signal a favorable 2023.
• Leading studios rebounded after being hit the hardest during the pandemic. Today, boutique fitness accounts for 42% of all gym memberships.
• Franchising remained resilient during CVID due to the ability to leverage many owners to manage risk and challenges.
• AI, integration with healthcare providers, wellness services, pickleball and Gen Z are opportunities for the fitness industry; energy costs, new weight loss drugs, staffing and supply chain issues are challenges.
• Emerging markets in Asia Pacific, Middle East-North Africa (MENA), and Latin America-Caribbean are poised for growth.

Members Continue To Return to Clubs & Studios

Compared with a year ago, while the fitness industry was rebuilding from the pandemic, the outlook is more positive in most regions of the world as members continue to return to clubs and studios. In the US, research firm Placer.ai, which measures retail traffic in brick-and-mortar businesses and website visits, released its results for April 2023. Compared with April 2022, Placer.ai noted the following foot traffic trends for these major brands: 

• Club Pilates: +25% 
• Crunch Fitness: +20% 
• Planet Fitness: +15% 
• LA Fitness: Even 
• Pure Barre: Even

High Value/Low Price & Luxury Fitness Facilities Flourish

The High Value/Low Price (HV/LP) business model gained the most over the last year, led by Planet Fitness. The company’s revenue increased by 27.6% year over year (YoY) in 2Q23 and grew its locations to 2,472 with more than 18.4 million members. Other HV/LP brands including Blink Fitness, EōS Fitness, VASA Fitness, Vivagym, Basic-Fit and PureGym had similar gains supporting that HV/LP fitness centers have found a larger audience post-pandemic. Luxury and high-end brands, such as Life Time, Equinox, VIDA Fitness, and Bay Club, also continue to experience a post-COVID resurgence. 

Boutique Studios Rebound After Pandemic

Boutique fitness accounts for 42% of all gym memberships today, with an estimated growth of 17% by 2025. This is a rebound from the pandemic, when 30% of studios in the U.S. closed permanently in 2021. Studio members declined by approximately 22% from 2019 to 2021, according to the 2022 IHRSA Health Club Consumer Report.

  Xponential Fitness, a leader in boutique fitness, reported its total members across North America grew by 29% YoY to 697,000 with sales of $341 million, a 37% increase over 2Q22.  Other notable studios include [solidcore], a high-intensity, low-impact, strength workout on a Pilates-inspired reformer, which opened its 100^th studio and plans to double its store footprint and expand internationally. Orangetheory Fitness expanded with 1,500 locations in 24 countries and plans to add 100 more locations this year. 

Franchising Model Resilient During Pandemic

The franchise model showed resilience during the pandemic. Overall, fitness club revenues fell by about 30%, and 22% of facilities closed during COVID; comparatively franchise revenues declined by about 13% with approximately 10% of franchised facilities closing during the pandemic. Crunch Fitness is a notable leader in the sector and in 2020 the company thrived; its membership grew by 5.6% and the franchisor opened 40 new locations. Jim Rowley, CEO and partner at Crunch, attributes the company’s resilience to its ability to leverage its network of many different owners to mitigate and share risks and challenges. 

Trends Shaping the Global Fitness Industry 

The IHRSA reported on the major trends which include both challenges and opportunities that are impacting the market, club management, and consumer behavior. Here the trends are summarized in Figure 1. 

Figure 1. Trends Impacting the Fitness Industry

Source: 2023 IHRSA Global Report: Data and Insights on the Health and Fitness Industry

Better Years Ahead

IHRSA conducts an annual survey of its largest health member clubs and studios. Here are the findings derived from consumer insights, economic research, and data gathered from club operators through the annual IHRSA Global Report survey. 

1. Top Health Club Companies Recorded Strong YoY Growth in 2022

Despite a volatile economic environment, leading fitness club companies recorded strong performances in 2022. Topping global rankings in memberships, Planet Fitness reached an all-time high of 17 million members at the end of 2022, up 12% from 15.2 million in 2021. In Latin America, Brazil-based Smart Fit grew its member count by 26%, with approximately 3.8 million members at the end of 2022. 

Leading fitness operators also added new locations. Anytime Fitness ended 2022 with more than 5,000 locations worldwide. Xponential Fitness ended 2022 with more than 2,600 locations, a 24% increase. Three other companies also increased their portfolios in 2022: Planet Fitness (+7%), Smart Fit (+15%), and Basic-Fit (+18%).

2. Economic Headwinds & Operational Struggles Continue

A full recovery has not been reached in health club markets in the United Kingdom, Germany, Spain, and Japan. Emerging fitness markets are also contending with economic and regulatory headwinds. Small to medium-sized enterprises (SMEs) in the fitness industry have been harder hit in the post-COVID environment due to a tight labor market, high inflation, and high interest rates.

Some public companies struggled with recovery including Mexico-based Grupo Sports World and Curves Holdings Group, based in Japan. Other companies including Fitness First permanently closed its locations in Hong Kong, SoulCycle announced in 2022 that it would close 25% of its locations in the U.S.; F45 voluntarily delisted from the New York Stock Exchange in August 2023. 

3. Fitness Club Expectations & Public Company Data Signal Favorable 2023

Club fitness operator outlook and public company data are both positive indicators for the industry for the rest of 2023, though IHRSA reported that some caution is warranted with the macro environment facing some businesses. Four out of five (81%) of those surveyed by IHRSA expect membership to grow by more than 5% in 2023 relative to 2022. The same percentage anticipates that revenue will increase by more than 5%. The latest filings from public health club companies also indicate positive revenue outlooks. 

4. Consumer & Economic Impact Research Support a Favorable Long-term Outlook

The Global Wellness Institute forecasts the global market for physical activity to reach $1.1 trillion by the end of 2023 with significant growth coming from emerging markets in Asia Pacific, Middle East-North Africa (MENA), and Latin America-Caribbean. With many club facilities owned by the top 25 companies located in North America, Europe, and Australia, these regions represent opportunities. An IPSOS Global Tracker study found that across 50 territories worldwide, 86% of consumers are motivated to look after their physical health. This desire is highest among respondents from Asia, Africa, and Latin America. Thus, there is an opportunity for fitness businesses to leverage the drive for physical well-being as the economies, infrastructures, and per capita income of emerging countries improve. 

The full 2023 IHRSA Global Report report can be found here.

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F45 isn’t going down without a fight — in fact, it’s grabbing the mic to present a case for why it’s one of the most powerful brands in the fitness industry through the words and experiences of those in its orbit.

“Why I F45,” a new content series, features nine stories from the functional fitness franchisor demonstrating why its members, trainers and franchise owners are committed to the brand’s fitness methodology and future.

Brian Killingsworth, chief marketing officer at F45, tells Athletech News that the new content series goes beyond scripted testimonials and instead embraces a mixed-media approach and user-generated content.

“With visuals featuring authentic, real-life moments, complemented by heartfelt voice-overs that share the personal experiences of the featured individuals, it simultaneously inspires and invites viewers to discover their ‘why'” Killingsworth said.

The F45 method, which blends functional workouts with HIIT in 45-minute sessions, captured the heart (and investment) of actor Mark Wahlberg, who went from a board member in 2019 to F45’s chief brand officer earlier this year. 

By all accounts, the fitness franchisor just wants a moment to tell its story, a chance to flex its muscles and show its capabilities and strength.  

But the numbers don’t lie — things are stark for F45, as seen with a recently reported $372 million loss for the last two years and a lawsuit brought forth by David Beckham and pro golfer Greg Norman, who allege F45 breached promotional agreement contracts as they seek no less than $20 million in damages. There is also a class action brewing regarding F45’s business model in connection with its July 2021 IPO. F45 refutes the claims of Beckham and Norman and states it will “vigorously defend itself” and will “zealously defend” against the class action allegations.

New Leadership, New Vision

Even against a challenging backdrop, F45 CEO Tom Dowd sees vast potential as he begins to pen F45’s comeback story and gives trainers and franchisees a platform.

“Just as there are thousands of workouts and movements part of F45’s approach to exercise, there are similarly countless members, trainers and owners who share how – and why – F45 fits into their lifestyles through real anecdotes,” Dowd said of the new content series. “We encourage everyone to find their ‘why’ through experiencing what F45 has to offer at any of our more than 700 studio locations nationwide and see how it can fit into their lives.”

Dowd was named F45’s CEO in March, joining the functional fitness franchise after a rather turbulent 2022 and replacing former CEO Adam Gilchrist. 

While F45 went public in 2021 and had raised over $300 million with the goal of becoming “bigger than McDonald’s,” by 2022, the fitness franchise was issuing pink slips, reducing revenue targets and was slapped with the lawsuit from Beckham and Norman. By the time F45 released its third quarter 2022 financials, the fitness franchise revealed a special committee would review and evaluate alternatives to an unsolicited take-private bid by Kennedy Lewis Investment Management LP for $385 million.

After failing to file financial statements in a timely fashion and having the New York Stock Exchange issue notices of non-compliance, the fitness franchise decided to delist from the stock exchange this summer to focus on long-term growth without the distraction of “short-term financial results and stock price movement.”

F45 Leans Into Partnerships, Wahlberg

So far, F45 has made good on its promises to move forward. 

In recent months, the company partnered with human performance company Whoop, released a new workout series created by Wahlberg, searched for talent to join its elite F45 Athlete Squad, revamped its website and digital presence to make booking an F45 class easier, made headway to sell branded merch and tapped a marketing firm to prep for expansion plans. 

The second part of F45’s strategy is creating a sticky environment to help franchisees — which may include increased imagery of actor-investor Wahlberg, who Dowd notes is a “big believer” in the F45 brand. 

Despite the company being on financially shaky ground, Wahlberg is seemingly content to be the face of F45, lending his name to “Wahlberg Week,” a week-long program that offers free fitness sessions to those new to F45 at participating studios. The actor has also mingled his athleisure line, Municipal, with F45, promoting a ten-piece activewear collection featuring F45’s logo.

“I believe F45 is the world’s best workout and it’s one of the many reasons I’m so involved in the company,” Wahlberg had said at the time of the apparel push. 

As F45 continues to carve out a new path, Dowd seemed to indicate the brand will rely heavily on Wahlberg’s celebrity factor and continue highlighting its results-oriented workout as it supports its franchisees.

“We’re going to get some signs up, and we’re actually going to tell people who we are,” Dowd said. “Unfortunately, one of my first arguments with old management was that F45 by itself doesn’t mean a lot to most people. So you know, I wanted to always include training and tell our story every opportunity we have.”.

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Functional fitness franchise F45 Training has released its restated financial reports, showing a $372.3 million loss for the last two years — $178.8 million for the year ended Dec. 31, 2022, and $193.5 million for the year ended Dec. 31, 2021, as restated.  

Previously, the Mark Wahlberg-backed fitness franchise warned that it had made “material errors” in its financial statements for 2022 and 2021, warning that net losses were likely higher than initially reported.

In late August, F45’s stock officially went dark on Wall Street after the functional fitness franchise delisted and deregistered its stock from the New York Stock Exchange. Earlier this year, the company was hit with a notice for failing to comply with the NYSE listing standards and falling behind on public filings. 

In addition to painting a grim financial picture, F45’s newly released 10-K references its legal entanglement with David Beckham and pro golfer Greg Norman, who allege F45 breached promotional agreement contracts. The two are seeking damages of “no less than $20 million,” but F45 stated in the filing that it opposes the claims and “intends to vigorously defend itself.” 

F45’s filing also revealed a class action complaint against the franchise, Wahlberg, former CEO and co-founder Adam Gilchrist and others. The complaint, filed in December 2022, targets “misleading statements” regarding F45’s business model in its registration statement issued in connection with its July 2021 IPO. F45 filed a motion to dismiss the complaints in August. The franchisor noted that it intends to “zealously defend” against the allegations.

Moving Forward Under New Leadership

New F45 CEO Tom Dowd has said that while COVID led to a “bumpy road” for F45, the company is ready to move forward from its past errors and is experiencing positive traction each day. 

Overall, Dowd appears confident he can right F45’s ship, telling Eric Malzone on The Future of Fitness podcast, “It’s not that complicated, it’s not a hard business, quite frankly —it’s a franchise model. It’s not a lot of layers, it’s all selling and marketing.”

However, he says that in the past, F45 was only focused on “selling and not supporting,” and wasn’t focused on the standard operating procedures of running a good business.

“I’ve never seen a company that just really didn’t even review P&L,” Dowd said of F45’s past. “Everything was just kind of cowboys out there running around, trying to sell franchises.”

Instead, Dowd’s approach is simple: “I work for the franchisees and I work for the employees. My job for the franchisees is to make them more profitable and get them to grow more because they’re making money and doing well, because that means that we do well, in that logic alone. As simple as it sounds, it just wasn’t resonating here. It was not a part of the culture.”

Among F45’s plans to right the ship, the company recently partnered with human performance company Whoop, and Dowd indicated other upcoming concepts.

“It’s just been really a mess in many regards, but it’s been a mess that’s easy to clean up and get back on track, because, again, this has been a slow-motion train wreck,” Dowd said. “So getting everything back on track as intended isn’t that hard when you know how to do it.”

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F45 Training, the Mark Wahlberg-backed functional fitness franchise, has teamed up with human performance company Whoop for an upcoming 45-day challenge starting Oct. 23. The functional fitness brand is the first studio to integrate Whoop tracking.

The F45 Challenge, which follows the brand’s recent Wahlberg Week, inspires participants to adopt healthy habits for the long haul by tracking recovery and sleep, thereby witnessing the connection between their actions and their fitness performance.

Those new to Whoop can join the challenge and sign up for a complimentary one-month trial and a free Whoop 4.0 band. The wearable band provides performance coaching based on self-reported behavior tracking that spans nutrition and mental health. In turn, Whoop provides insight into how behaviors impact physiological data.

The human performance wearable company recently introduced an advanced generative AI feature, Whoop Coach, for highly personalized health and nutrition guidance.

F45 Challenge participants can track their workouts in real-time, from intensity and calories burned and then receive a personalized analysis of their sleep performance and recovery to gauge preparedness for their next F45 session. 

Whoop owners who join the challenge can still participate in regional Whoop leaderboards at participating studios, while all F45 members will receive exclusive discounts on Whoop Smart Apparel, such as speed tights, shorts, boxers and bralettes. 

“We encourage all members to order their complimentary Whoop device as part of our F45 Challenge and one-month free Whoop trial to better track their overall wellness goals, both during their in-studio workouts and the remaining 23 hours of the day,” said Tom Dowd, F45 CEO. “Join us starting Oct. 23 for a fitness challenge that is approachable for everyone across all fitness levels, with the F45 community rallying behind your every success.”

F45 voluntarily delisted from the New York Stock Exchange this summer to focus on long-term growth and strengthen its relationships with franchisees.

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It’s that time of year again: Wahlberg Week, F45 Training’s signature workout event inspired by celebrity investor and chief marketing officer Mark Wahlberg, has officially begun at participating F45 studios worldwide.

The event, running from October 2 to October 8, will spotlight seven new workouts personally created by Wahlberg, including cardio, strength and hybrid training.

“I encourage everyone to join me in the best workout series of their lives, and to see the health benefits in and out of the studio,” Wahlberg said. “The supportive community that members experience at any F45 studio is just as powerful as the workouts themselves.”

F45 CEO Tom Dowd noted that Wahlberg’s enthusiasm and energy come from his love of exercise and inspiring others.

“His workouts always deliver an unforgettable week of fitness,” Dowd said. “The best part of Wahlberg Week goes beyond the exercises themselves; it’s about offering everyone across all fitness levels an approachable challenge that’s sure to encourage and empower them to achieve their personal results and fitness goals.”

Here is a run-down of the 45-minute classes available during Wahlberg Week: 

• Monday, October 2: Underdog (Cardio)
  • With an eye towards cardiovascular endurance, perform five to ten pushups before beginning the work set, overloading the chest and keeping the heart rate high.
• Tuesday, October 3: High Roller (Resistance)
  • Experience accumulative lower body finishers by, directly after completing a 10-repetition maximum effort, adding five to ten squats to each set throughout the entire workout.
• Wednesday, October 4: Patriot (Cardio)
  • Cardio-based workout that includes time to focus on recovering the heart rate, measuring heart rate recovery during hydration breaks. Beats per minute will be recorded at the start and end of each two-minute hydration break, with the difference between the two recordings serving as the key metric to track.
• Thursday, October 5: Southpaw (Resistance)
  • Muscular endurance is the aim of this workout – push through the muscle fatigue in the longer working sets and calculate maximum repetitions. Complete an activation exercise followed by the main endurance maximum repetition lift.
• Friday, October 6: Swagger (Hybrid)
  • Strive for strong and explosive movements in this session and overload the core. This power-based workout will have four testing stations – Bike Erg, Rower, Ski Erg and Broad Jump – with strategic core focus and overload at each ‘B’ station.
• Saturday, October 7: Blue Arrow (Hybrid)
  • A hybrid-style workout with an inner pod and outer pod, combining teamwork and individual perseverance. The inner pod is a team-based relay while the outer pod is an individual racetrack-style workout.
• Sunday, October 8: Horizon (Full Body)
  • Provides lifting sets with a recovery sequence finish, incorporating Intermittent Dynamic Recovery – a series of exercises followed by mobility and rest.

To give the promotion a competitive aspect, points will be allocated based on performance during each workout and a weekly total, which fitness fans can track via the F45 Challenge app. Guests and F45 members can also share their results for bragging rights or for fun with others using the app.

F45 Looks Ahead

Aside from Wahlberg Week, the functional fitness franchise recently gave its website a makeover and boosted its digital presence following its decision to go dark on Wall Street.

F45 stated that its decision to delist from the New York Stock Exchange would allow its management and staff to focus on long-term growth and strengthening its relationships with franchisees and vendors without the distraction of financial results and stock price movements.

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