Outdoor Voices is in the middle of a firestorm after former employees have revealed the troubled activewear company is headed towards bankruptcy, following reports that the brand is closing all stores and transitioning to an online-only retail model.

The brand has seemingly removed all of its 15 brick-and-mortar retail locations nationwide from its website. 

The news of the potential insolvency was first reported by Sourcing Journal, which cited former Outdoor Voices employees with close knowledge of the matter. The activewear brand has also missed rent and vendor payments in recent months, according to the publication, and gave pink slips to most of its corporate employees.

According to another report, from Puck News, Outdoor Voices has already closed all of its retail locations and intends to focus solely on its e-commerce business.

Rise & Fall

Like Lululemon, Outdoor Voices has developed a cult-like following as devotees of the brand have embraced its merchandise as much as its #doingthings lifestyle ethos. Founded in 2013 by Tyler Haney, the brand moved from its New York City roots to Austin, Texas, as it grew. 

By early 2020, right before activewear and athleisure began to see a pandemic-related boom, Haney stepped down as CEO during restructuring efforts. Internal strife had been brewing and an anonymous letter had been sent to the Outdoor Voices’ board and executives that targeted Haney for her management style.

Financial troubles were also percolating, with the company’s valuation down to $40 million in 2020, a steep decline from its 2018 valuation of $110 million. By 2021, the brand had named Gabrielle Conforti, former Urban Outfitters president, as its CEO. 

The activewear company had begun shopping for a buyer in 2022, according to Business of Fashion. 

Haney may have been out of the picture, focusing on Joggy, a cannabis supplement brand, but she appeared to find time to keep a watchful eye on the brand she founded — even leaving comments last year on Outdoor Voices’ social media posts that indicated she had felt the brand had lost its way. 

Now, with news swirling of a potential Outdoor Voices bankruptcy, the active Reddit community on r/OutdoorVoices has been posting images of closed stores, many with notes in the windows that have the Venmo handles of former employees. One photo from a shop in Minneapolis reads, “Our (chairwoman) Ashley Merrill refuses to pay anyone severance. We appreciate anything that you can give. All funds will go directly to this staff. Thank you!” 

Activewear Brands Struggle Post-Pandemic 

It’s been a trying time for some in the activewear game, with leggings giant Lululemon even admitting that it will remain cautious in 2024 in the face of market uncertainty.

Gap’s activewear arm, Athleta, reported an 18% net sales drop in its third quarter of fiscal 2023 compared to the prior year, noting in its earnings release that sales continued to be a challenge. Athleta has said it would work on re-engaging its core customers.

Activewear brand Bandier had also been looking for a buyer to mitigate supply chain challenges before getting acquired along with Carbon38 by BC Brands in January. 

More traditional sportswear giants have also seen some headwinds. Under Armour also reported slowing sales, and Nike cut its annual revenue forecast, announcing a $2 billion cost-savings plan that included restructuring.

One outlier is Gymshark, which recently reported a rather uncommon push-and-pull situation, having experienced slumping profits in 2023 (reporting $16.5 million, down from $35.3 million) but a 15% revenue increase. The brand, founded and led by U.K.’s youngest billionaire, Ben Francis, is going full-steam ahead. 

Outdoor Voices didn’t immediately respond to Athletech News’ request for comment

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FitLab, the multi-brand performance lifestyle company behind Nike Studios, has some new capital to play with. The fitness platform has secured a $65 million strategic financing facility from Atlas Credit Partners, made up of approximately $35 million funded at closing and $30 million of remaining availability. 

With the capital, FitLab has acquired what the company calls a “cutting-edge fitness equipment manufacturer,” enhancing its ability to weave together all aspects of a customer’s fitness experience and deliver them in a multitude of ways. 

“Our pursuit of excellence extends beyond fitness and wellness innovation, encompassing strategic partnerships that elevate our company,” said Mike Melby, co-founder and co-CEO of FitLab. “We’re thrilled to secure the financing from Atlas to allow us to accelerate our expansion and offer our integrated platform to a broader audience seeking unparalleled fitness experiences.”

FitLab is no stranger to ambitious growth. The company recently agreed to a partnership with GoSaga, an organization that invests in and scales next-gen lifestyle brands across health, wellness, fitness and beauty to launch a minimum of 250 studios across the Northeastern and Mid-Atlantic regions of the United States. 

Right before that, the company inked a deal with Nike to launch Nike Studios, which will include a network of boutique fitness locations, including Nike Training Studios and Nike Running Studios. FitLab also has rights to brands such as Racked, XPT by Laird Hamilton and Gabrielle Reese, and Fast by Conor McGregor. 

Atlas Credit Partners also comes to the table with an impressive track record. The asset management firm has 80-plus years of combined business experience financing cutting-edge, medium-sized institutions such as SoundHoundAI and AST SpaceMobile. They’ve invested a total of over $950 million to date. Atlas agreed to a similar strategic funding deal with wellness brand Hyperice this past summer. 

“FitLab uniquely integrates every channel of the fitness ecosystem into a single, differentiated platform,” said Andrew Sung, head of research at Atlas Credit Partners. “With this acquisition, combined with the company’s ramp of boutique fitness studios and partnership with a best-in-class global brand, we believe that our investment will help accelerate the pace at which the company continues to innovate the fitness experience.”

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Athleta has dropped a new activewear collection with advanced, no-slip fabric technology made for the most intense, high-impact workouts. 

It’s a crowded space, the activewear game — especially as brands and retailers clamor for the spending power of women, who account for nearly 60% of activewear sales. In recent weeks, fitness pioneer Tracy Anderson and Calia, a women’s performance wear brand sold exclusively at Dick’s Sporting Goods, have debuted women-focused activewear that places fabric functionality at its core.  

Athleta’s new Train Collection is not only innovative, it brings to life the brand’s mission to empower women through movement, said Casey Schumacher, senior director of design.

“With this launch, Athleta continues its commitment of creating products for real women with our obsessive attention to every detail,” she said.

The Gap-owned brand says it conducted third-party lab testing to perfect the eight-piece activewear collection, $69 – $135, to achieve the ideal fit, design and functionality for active women.

“We wanted to ensure we created a product she could jump, lift, sweat and move in without distraction,” Schumacher explained.

Athleta’s new collection relies on the magic of its PowerMove fabric, crafted partly from post-consumer plastic bottles (yet comfortable) while offering active-friendly coverage and stretch.

The brand says its Train Collection is “anchored” by  Interval Tight, which includes two lengths of high-performance leggings, capris, shorts with stay-put bonded waistbands and a fitted jacket with a removable hood.

For pre and post-workout style or layering purposes, Athleta has also included an Unstoppable Fleece assortment with ‘Flex Fleece,’ a new fabric made with spandex and recycled polyester fiber. A zip-up, lightweight jacket, vest and joggers are available, all quick-drying for the comforts of outdoor training.

Athleta also took care to include pockets in the pieces of the Train Collection for streamlined storage needs.

Sportswear Slump

Activewear and athleisure may have boomed during the pandemic, but brands are facing a more challenging environment at the moment.

Gap reported Athleta’s net sales for the third quarter of fiscal 2023 were $279 million, down 18% compared to the prior year. The apparel company noted in its earnings release that Athleta’s sales in the quarter “continued to be challenged” and indicated that the brand would work to “reengage its core customer through better product and brand right marketing.”

Athleta isn’t alone — Under Armour is also facing a sportswear slump after reporting slowing sales. Last month, Nike cut its annual revenue forecast and announced a $2 billion cost-savings plan involving layoffs at the sportswear giant.

Lululemon, a leader in the active and athleisure space that joined the S&P 500 last year, also remains cautious in the face of market uncertainty as it enters the men’s footwear space. Although Lululemon’s men’s line saw a 15% growth in 2023’s third quarter, brand awareness has remained low in the U.S. and even more so outside of North America. 

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Nike has mastered the world of activewear as the largest supplier of athletic footwear and apparel. But in recent months, the Beaverton, Oregon, company has been expanding beyond training gear and diving feet-first into fitness and wellness, now launching its first-ever Nike Well Festival in London.

The London event will kick off a “celebration of movement and mindfulness” tour in European cities.

Presented by the new Nike Well Collective on March 2, 2024, at Woolwich Works, the inaugural event in London will host areas of movement, mindfulness, nutrition, and recovery, including “energy tanks” with 45-minute yoga, HIIT, and dance fitness sessions and numerous workshops.  

Tickets provide entry to a “chosen wave” that includes a signature workout session, a food token and a Nike water bottle and tote bag. While upcoming Nike Well Festival dates and locations haven’t been announced, those interested can be notified of future lineups here. 

Just Do It Wellness

Nike unveiled Well Collective last summer as an initiative to embrace wellness as more than just athleticism but mindfulness, nutrition, rest and connection. Instead of just a mere marketing campaign to hop on the booming wellness bandwagon, the activewear company added over 1,000 global fitness trainers to create holistic fitness content, programming and experiences and tapped academics, researchers and medical professionals, including meditation advocate Deepak Chopra, M.D., to supply the collective with credible information. 

Nike also rebranded its Nike Live stores to Nike Well Collective so consumers can shop for curated products such as apparel, footwear and accessories for yoga, HIIT, strength training and running.

Furthering its commitment to wellness on a corporate level, the sportswear titan continues to close its offices around the globe each year, allowing employees a chance to recharge for a week. Dubbed ‘Well-Being Week,’ the initiative began in 2021. 

“As an employer and a brand, our goal is to help all athletes become their best selves,” wrote Monique Matheson, Nike executive vice president, chief human resources officer, on LinkedIn. “This is one way we can do that for our team.”

The Swoosh Launches Fitness Studios, Strength Equipment

While committed to becoming “more than the leading global sports brand” in its wellness push, Nike has also leaned toward in-person fitness studios and strength-training equipment.

The company made moves last year with the opening of Nike Studios, tapping into the boutique and group fitness trend in partnership with FitLab. The brand first launched Nike Training Studios and Nike Running Studios in locations in California and is soon headed to Austin, Texas, teasing a “See y’all soon” post on Instagram. 

Soon after, the activewear company announced Nike Strength, a collection of strength training equipment with Nike-branded barbells, dumbbells, kettlebells and a bench featuring Nike’s famed Swoosh logo, satisfying 2024’s top wellness trend. The collection is available on Nike Strength’s website as well as retailers such as Dick’s Sporting Goods and Scheels.

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Lululemon is launching its first men’s footwear line, a strategic decision that’s part of the athleisure brand’s overarching goal to double its men’s business and compete more aggressively in a space already crowded with established brands like Nike and Adidas.

The Vancouver, Canada-based brand is launching its first men’s casual sneaker, called the “cityverse,” as well as two new running shoes for both men and women, the “beyondfeel running shoe” and the “beyondfeel trail.”

Cityverse will be available on February 13^th, and the new running models will launch on March 19^th and in May, respectively. 

Lululemon hopes that improving its men’s business overall will help it grow total revenue to $12.5 billion by 2026. The company’s sales in the last quarter reflected a 19% increase, a growth rate that was down slightly from 27% in the previous year, as competitors like On Running have grown in popularity.  

“With new performance running shoes and our first-ever casual sneaker added to our lineup, we can now outfit both men and women in versatile gear from head to toe,” said Sun Choe, chief product officer at Lululemon. “Extensive research, wear-testing and ambassador feedback went into each of these designs to ensure a perfect fit, no matter the activity.”

To create the shoes, the brand studied the differences in foot shape between men and women and made adjustments based on intended activity. The beyondfeel running shoe contains seven combinations of upper material, foam compound and construction methods between the men’s and women’s designs to account for such differences. 

While apparel and accessories remain the focus of Lululemon’s business, the foray into footwear is seen as more than just an add-on. This expansion is perceived as a strategic move to strengthen the brand’s position, especially against rivals who have long made men’s footwear a core part of their offerings.

Lululemon’s footwear collection will not be limited to these initial launches. The brand plans to introduce further innovations to its footwear collection throughout the year, including the Restfeel Sandal. The newest footwear collection will be available in select stores across North America, Europe, and China Mainland, as well as online.

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Los Angeles is gearing up to give Silicon Valley a run for its money. While LA’s neighbor to the north remains a popular breeding ground for tech and innovation from a general standpoint, during a couple of days in early February, nobody will be able to hold a candle to the City of Angels in terms of fitness and wellness. 

From February 7-8, 2024, the Connected Health & Fitness Summit will return for a fifth time. The event gives attendees, including executives and founders from top fitness and wellness companies, a platform to explore partnerships, share ideas and seek investments. It serves as a launchpad for any business either in its initial stages or looking to reach new heights. Take a look at the agenda here. 

Hear From Industry Heavyweights

Just to name a few, representatives from Nike, Whoop, SoulCycle, Crunch Fitness, Bhout, FitXR and Planet Fitness will all be in attendance. Fifty speakers include major industry players such as Krystal Zell, CEO at Tonal, Bryan Myers, President and CEO at Solidcore, and Tabitha Green, U.S. Head of Marketing for Les Mills.

With so many key figures present and new avenues for growth being paved, the 2023 conference left participants feeling inspired and more than satisfied with their takeaways. With the Connected Health & Fitness Summit only expanding on those factors this year, attendees can expect a similar result. 

“Talk about top-tier execution,” said Eddie Lester, a past attendee and the founder of MetaGym. “Every detail was well thought out, leading to an amazing experience. The attendees were all thought leaders and executives allowing most conversations to be with the real decision makers. Great work!”

An Event (or Two) for Everyone

Additional highlights of the 2024 convention will include Innovation Showcases, a Women in Fitness Forum, and a CEO/Founders forum. 

The Innovation Showcase, spread out over two sessions, offers applicants the chance to pitch their early-development fitness and wellness companies on the forum’s main stage. The Selection Committee, composed of seven leaders from renowned investment groups, including Kaya Ventures and the EY Ventures Group, will hand-pick candidates with the most potential to make waves in fitness and wellness. This year’s selections include Coach Welly, an app that motivates and rewards gym members via personalized tracking and gamification software, as well as Equa, another app that enhances the psychological approach to fitness. Fitbiomics, which offers a probiotic focused on improving sleep, was also selected alongside Gainful, which offers a more personalized approach to protein and supplements. 

Lumin Fitness, an artificial intelligence (AI)-powered gym that gives its members a cutting-edge approach to fitness, LumosTech, which helps users take sleep and recovery to the next level using an app and wearable, and Proteus Motion, a next-gen system of training tools, will also present at the showcases. RE/GEN Method, a company offering classes backed by science that blend pilates and strength training, will round out the group.

The Women in Fitness Forum offers a platform to connect prominent female executives, investors and entrepreneurs in fitness. Mirroring the Summit at large, this forum plans to spur innovation and collaboration, and foster partnerships specifically between the driving female forces within the industry. Session hosts include Kate Veronneau, Director of Women’s Strategy at Zwift and Desiree Guilliard-Young, a shareholder and former COO/CHRO at Sanctuary Fitness.

The CEO/Founders Forum takes the fitness and wellness industry’s brightest, most established faces, and puts them all under one roof. Attendees can form connections and discuss ideas to help retool each other’s business strategies. Talking points include investor and strategic partner relations, retaining and engaging consumers today and for the future, cultivating and managing a winning company culture, as well as strategies to promote and champion DEI practices internally and among your audience. The forum has a history of forming “meaningful connections” among attendees, the Connected Health & Fitness Summit organizers note. 

A Range of Perspectives – And Opportunities

Of all Connected Health & Fitness Summit attendees, 30% hail from the fitness tech and connected fitness industry. Another 30% come from both boutique and scaled gyms, studios, clubs, spas and hotels. Investors, both private equity and venture, make up 15%, while executives from training equipment/hardware devices and fitness/sport apparel each make up 15%. Companies focused on wellness (nutrition, sleep, mental health, wellbeing)  round out the remaining 10% of the demographic. 

This allows the Summit to feature a wide variety of minds and perspectives but all with related goals. It’s a melting pot of sorts, but one with enough organization to help you make immediate progress on your fitness and wellness endeavors.

The Connected Health & Fitness Summit 2024  will take place at the Loews Hollywood Hotel in Northwest Los Angeles on February 7-8. Tickets are still available for purchase on the event website. Deals are in place for organizations looking to send a group to the event rather than an individual, though prices are set to increase after January 12. 

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The wide-ranging health and mental benefits of strength training are increasingly being recognized by individuals of all ages and genders, according to a new report from smart home fitness company Tonal.

The findings, which leverage a year’s worth of Tonal’s anonymized user data, show that users of the AI-powered strength training hardware lifted over 66 billion pounds in 10 million-plus workouts between October 2022 and 2023— serious numbers showing just how invested consumers are in building strength. 

Strength Training Leads the Way in 2024 

With a new year underway, strength training remains a major focus of fitness consumers, as seen by a Mindbody 2024 Predictions Report revealing that over 60% of consumers include weight or strength training in their workout routines.

Nike even launched a collection of strength training equipment with branded barbells, dumbbells and kettlebells — a first in its 50-plus year history — further underscoring the fitness trend. Boutique fitness brands such as Orangetheory are also tapping into strength training to meet consumer demand.

Breaking Old Stereotypes

Although strength training was once a fitness segment primarily cornered by male athletes and appeared intimidating to the average fitness enthusiast, Tonal reports that fitness consumers of all ages and levels are using strength training to build muscle, becoming stronger and healthier.

In particular, women and adults over 55 years old are actively “lifting heavy” and shattering the image of what a weightlifter looks like, according to Tonal. 

Despite the availability of various workout options (such as yoga, barre, HIIT, Pilates and dance cardio), Tonal reports women opt for strength-training workouts 62 percent of the time on its home gym hardware. Their workouts have paid off — in their first year on Tonal, women users increased their overall strength by an average of 57 percent.

Older Tonal users are also invested in resistance training to build muscle, promote joint health, and preserve bone mineral density, eager to work on functional movement to improve their daily life and participation in recreational sports. This active segment of Tonal users is also 12 percent more consistent in their routines when compared to younger Tonal members. The smart home gym maker has been targeting older adults with its ‘Active Aging’ strength workouts, noting that its 55-plus segment is one of its most “vibrant populations.”

The Impact of Weight Loss Drugs, AI

While Tonal is encouraged by its data findings, the smart home gym company acknowledges new opportunities and challenges ahead for the fitness industry, such as AI and GLP-1 weight loss drugs.

The weight-loss promises of GLP-1s may be accurate, but these drugs won’t replace exercise, predicts Tonal. Instead, the use of popular medications such as Ozempic and Wegovy will underscore the importance of a consistent resistance training routine, especially as many experts warn that rapid weight loss can result in the loss of lean muscle mass.

By integrating resistance training with weight loss drugs, patients will have a greater chance at long-term success, according to Troy Taylor, senior director of performance at Tonal.

As for AI, Tonal is confident in the technology’s ability to help, not replace, the fitness industry.

“While AI won’t replace personal trainers anytime soon, it will serve as a valuable resource for creating programming and freeing up coaches to focus on the human elements of training that can’t be replicated by a machine,” said Tonal coach Ash Wilking.

View Tonal’s 2023 State of Strength Report here.

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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.

Strava, the fitness-focused social engagement community serving over 120 million athletes, has named Michael Martin its new CEO, which follows the news that Strava co-founder Michael Horvath would step down as the digital platform enters its next growth stage. The appointment comes as Strava plans to scale its product offering in the new year, including the upcoming launch of its “Year In Sport” global initiative.

Martin, who currently serves as the general manager of YouTube Shopping, a subsidiary of Google parent Alphabet Inc., will join Strava’s board of directors after assuming his new role on January 2, 2024. He comes to Strava after having driven growth at Disney, NBCUniversal and Nike, where he served as the first product leader overseeing Nike Run Club, Nike Training Club, Nike Adapt and the Apple Watch Nike+.

Strava and Nike forged a partnership this year, where the platform integrates with Nike’s Run Club and Training Club apps. Nike members can sync their workouts with Strava, and both communities can access Nike’s exclusive fitness content with tips, guidance and motivation from its coaches.

“I am incredibly proud of what the Strava team has accomplished, especially during the past four years during which we built our subscription with the needs of our community in mind and strengthened our foundation for future growth,” Horvath said. “In Michael Martin, I am confident we found a leader I can pass the baton to and who can build Strava’s momentum even further. I look forward to supporting him as Executive Advisor to the CEO.”

The social fitness platform recently unveiled in-app messaging, allowing users the option to send and receive messages and start Strava group chats with other fitness enthusiasts. 

“My experience has shown me that motivating people to become more active is a massive and universal challenge,” Martin said. “I am in awe of what Michael, Mark (Gainey) and the Strava team have built. As a member of the Strava community, it is a dream to join this company and have the opportunity to take it to the next level in service of athletes everywhere.”

The post Strava Finds New CEO in Google Exec Michael Martin appeared first on Athletech News.

Nike made waves this summer with news that the footwear and apparel company would open Nike Studios, a network of boutique fitness studios that would launch on the West Coast. Now, additional location details have emerged that Nike has staked a claim in the Austin, Texas, market.

In partnership with fitness and sports lifestyle company FitLab, Nike Studios has created in-person, functional training and endurance workouts with Nike Training Studios and Nike Running Studios.

Nike Studios had teased an upcoming launch in Austin in a social media post on IG, and the company has now confirmed the location on its website. It appears there will be both a Nike Training and Running Studio, judging by a job posting searching for a studio manager and a founding trainer.

The upcoming Nike Running Studios location seems to be planned for The Grove at Perseverance Drive, with an anticipated completion date in March 2024, and a Training Studio located at The Triangle on N. Lamar Blvd, according to a report by Austin Business Journal citing projects registered earlier this month with the Texas Department of Licensing and Regulation.

Nike’s Big Fitness Push

The first Nike Training Studio recently opened in Newport Beach, with an upcoming Nike Running Studio in Santa Monica and a Nike Training Studio planned for West Hollywood.

The Nike Studio workouts are inclusive of all fitness levels and feature a variety of workouts led by Nike trainers for a well-rounded fitness experience. Members can book a strength-based class with Force, a high-energy strength-blend with Max, a full-body Metcon for conditioning or a ‘Just Do It’ class on Sundays with an ever-changing full-body session.  

While Nike Training Studio offers HIIT and strength workouts featuring weights, kettlebells, sleds, and sandbags, Nike Running Studio is ideal for fitness members training for a marathon or looking to improve their pacing and stamina with classes focusing on sprint, capacity, and endurance. The running-themed concept also offers immersive solo or group challenges using a giant NRS Pack Screen. 

According to Nike Studios, the company will continue to evaluate areas that pose the best opportunity to connect with fitness enthusiasts through “premium services, experiences and products.”

Austin is indeed shaping up to become one of the leading fitness cities in the nation. Pvolve, the science-backed functional with the famous face of Jennifer Aniston leading its marketing efforts, recently announced it’s bringing four franchise studio locations to the Texas city. Body20, an electro-muslce stimulation (EMS) fitness franchise, has also found success in Austin, as has Crunch Fitness, with its South Austin facility the first of six locations to open in the Austin-area community.

The post Nike Bringing Boutique Fitness Studio to Austin appeared first on Athletech News.

Nike is continuing its push into fitness and wellness with Nike Strength, a collection of strength training equipment for elite and everyday athletes — a first in the company’s 51-year history.

Nike’s release of weight lifting equipment is right on time, as strength training continues to surge in popularity among fitness enthusiasts, being named the top wellness trend in 2024.

The debut collection includes dumbbells, kettlebells and barbells available in hard chrome, black chrome and premium coated finishes, grind bumper plates made with Nike Grind recycled rubber for commercial or at-home use, and a strength bench featuring Nike’s signature Swoosh embossed in synthetic leather.

A website devoted to Nike Strength shows an array of pro athletes using the equipment, including LeBron James, Derrick Henry, Nelly Korda and more. The Nike Strength collection is now available on the brand’s website and at select retailers such as Dick’s Sporting Goods and Scheels.

Nike Embraces Fitness & Wellness

Nike’s home gym equipment comes on the heels of the brand’s partnership with FitLab to launch a network of boutique fitness studios, starting in the LA area.

The group fitness concept includes Nike Training Studios and Nike Running Studios, offering functional training and endurance workouts. The studios offer schedules that rotate through three different workouts, with every class using weights, sandbags, kettlebells and sleds.

Earlier this summer, the sportswear and sneaker giant also launched Nike Well Collective to underscore its commitment to the pillars of holistic fitness, such as movement, mindfulness, nutrition, rest and connection. The company said it would use its sports research lab and add over 1,000  global fitness trainers to create fitness content, programming and experiences supporting the collective. 

Nike also partnered with connected fitness subscription platform Strava this year to create “meaningful spaces” for fitness enthusiasts where Strava members can access challenges and curated, exclusive content from Nike coaches and athletes.

The post Nike Launches Strength Training Equipment in Latest Fitness Move appeared first on Athletech News.

Strava has launched an integration with the Nike Run Club (NRC) and Nike Training Club (NTC) apps, part of the sides’ new partnership.

With the integration, Nike members who rely on the NRC and NTC apps can sync their workouts with Strava. Users can authorize the integration within their Nike apps under settings, and they’re connected to Strava’s extensive fitness ecosystem. However, the integration offers more than just workout syncing. Strava and Nike users will also gain access to Nike’s content, which is curated within the Nike-branded club on Strava and features valuable tips, guidance and motivation from Nike coaches and athletes. 

Nike is the latest app to join Strava’s connected fitness platform, which engages over 100 million athletes. Strava’s global community consists of over 750,000 clubs, which function like social media groups for fitness and sports enthusiasts.

“People keep people active—on the Strava platform athletes go 21% farther and workouts last 10% longer when in a group,” Mateo A. Ortega, vice president of connected partnerships at Strava, said of the importance of community in fitness. “Our mission is to help connect our community to the motivation that gets them moving — whether it is a local run club to connect with in-person or inspiration from top athletes and coaches as we’ve seen in the Nike Club on Strava.”

To celebrate the partnership, athletes in New York City can participate in a community run on Saturday, September 23, starting at Nike Well Collective Battery Park.

The post Nike, Strava Launch Run Club & Training Club Integrations appeared first on Athletech News.

Nike is capitalizing on the growing boutique and group fitness trend, announcing the opening of Nike Studios.

In partnership with FitLab, Nike Studios will offer a network of boutique fitness studios, including Nike Training Studios and Nike Running Studios, offering functional training and endurance workouts.

The first Nike Studios location will open this year on Santa Monica Blvd. in West Hollywood, with additional locations slated to open in the LA area and in other parts of the U.S. A second location on Nike’s website lists a Newport Beach location in Costa Mesa, Calif.

According to Nike, the company plans to evaluate locations with opportunities to connect with consumers through premium services, experiences and products. 

The Nike Training and Running Studios workouts are designed for members to go at their own pace, inclusive of all fitness levels and offer workout schedules rotating through three workout types: Impactor, Ignition and Inferno. Impactor features dynamic exercises, including the deadlift and bench press, while Ignition offers squats and lunges. Inferno includes conditioning and core-focused programming. Every class uses a mix of weights, sandbags, kettlebells, sleds and plyometrics with periodized training blocks to hit fitness goals efficiently.  

The new concept will also use a digital app for at-home fitness and feature fun and motivating social fitness events, so members can forge a sense of community.

Earlier this year, FitLab introduced Jared LaMantia as its new CMO and Beth Gold as its director of talent, additions meant to bolster the fit tech company’s next growth phase. FitLab has been actively recruiting certified group fitness instructors for a location in Costa Mesa. The search for applicants was shared on LinkedIn by FitLab’s co-founder and co-CEO Brian Kirkbride three months ago, and his post may have alluded to the Nike Studios x FitLab collaboration, as Nike Studios has a location planned for Costa Mesa.

“We have to keep it a secret for now, so you have to talk to Beth Gold to hear what it is – but so worth it. Will be the biggest news in fitness,” he wrote. 

Nike Studios is offering a founding member special for $49, which will lock in unlimited workouts at $99 a month. Founding members will also receive a special bundle package that includes a home studio t-shirt, a $25 Nike gift card, a drawstring bag and a water bottle. Membership options include drop-in classes and unlimited monthly workouts with tiered pricing based on location.

The opening of Nike Studios comes as the Swoosh continues its push into fitness and wellness. In June, Nike announced the Well Collective, an initiative inspired by the insights of women but designed to support the wellness journey of everyone. As part of the Well Collective launch, Nike said it would be hiring 1,000 global fitness trainers to lend expertise in creating holistic fitness content.

The post Nike To Open Group Fitness Studios in LA, Other Locations appeared first on Athletech News.

Nike has furthered its commitment to mind and body with the launch of Nike Well Collective, an initiative inspired by the insights of women but designed to support the wellness journey of everyone.

While remaining a sport company at its core, the new Nike Well Collective signals the brand’s additional identity as a movement and wellness brand, one built on holistic fitness pillars such as supporting movement, mindfulness, nutrition, rest and connection. 

The collective also takes on an inclusive approach.

“Inspired by insights from our Nike women’s consumer, Nike Well Collective is designed to support wellness journeys for everyone, however they define them,” said Amy Montagne, vice president and general manager of Global Nike Women’s. “It celebrates all bodies and all forms of movement. Because we know holistic fitness is more than just sport, it’s focusing on body, mind and life.”

Integrating credible information and services is a cornerstone of the Nike Well Collective.

Nike is utilizing its sports research lab and adding over 1,000 global fitness trainers to lend expertise in creating holistic fitness content, programming and experiences.

The collective is also engaging academics, researchers, scientists and medical professionals across its pillars, including Deepak Chopra, MD, a notable name in the mindfulness and holistic wellness industry.

The fundamentals of Nike Well Collective will be seen in its social media presence and app content for Nike Run Club and Nike Training Club. The new initiative also sees Nike Live stores transitioning to Nike Well Collective.    

“As Nike exists to champion athletes and sport, our ultimate goal is to help more people move, feel good in their bodies and connect with what matters most — a life well lived,” added Montagne.

Nike breaks down the pillars as the following:

• In movement, Nike Well Collective will provide resources, inspiration and knowledge for moving — from traditional sports to activities like dance, yoga, walking and stretching.  
• In mindfulness, Nike Well Collective will promote research-backed methods, such as meditation, visualization, breath work and self-talk, to feel more centered and balanced.  
• In nutrition, Nike Well Collective will offer expert advice with an open-minded and shame-free approach to help people fuel their movement and feel their best. 
• In rest, there will be actionable ways to maximize sleep and recovery.  
• In connection, Nike Well Collective will present opportunities for community, both online and in person, along with promoting a greater connection to nature and self.

Nike recently partnered with Strava, a connected fitness subscription platform, allowing users to share activities, motivation and build community across both platforms.

The post Nike Pushes Further Into Fitness & Wellness With Launch of Well Collective appeared first on Athletech News.

If you’ve ever been enamored by a piece of health and wellness tech, whether an immersive digital app or a futuristic connected rowing device, there’s a decent chance SweatWorks helped create it. 

Founded by Mohammed Iqbal in 2012, the fitness technology agency has worked with brands including Equinox, Nike, Bose, SoulCycle, Strava and Beachbody, to name just a few.

SweatWorks partners with brands on software and hardware, giving the agency and Iqbal unique insights into the technological trends shaping the fitness industry. It’s also made SweatWorks a heavy hitter in the industry, with a rock-solid network that extends into big tech. 

“If we need to get an app approved urgently on the App Store, we know who to call at Apple,” Iqbal tells Athletech News. “If you have an issue with the Garmin App, which we created, we can go right to the person who wrote the software.”

Iqbal sat down with ATN for an exclusive, one-on-one interview to share his thoughts on how technology is changing fitness and what those developments will mean for big players like traditional gyms and connected fitness companies. 

Athletech News: How did the pandemic change the way the fitness industry uses technology?

Mohammed Iqbal: The pandemic really brought the attention of engagement on digital to the forefront. It pulled the industry forward at least five years in terms of growth and development. Because we were stuck on our own and couldn’t interface with our community, our adaptation as digital consumers happened at a quicker pace than anyone would’ve thought. So when people came back (to gyms), they were maybe used to riding a Peloton at home, now they’re going into the gym and riding a stationary bike, and it feels archaic. It feels like it’s “dumb technology.”

So what do we find today? People at gyms are using some kind of third-party app, usually following some sort of program. Maybe they have an Apple Watch or an Oura Ring, or maybe it’s just an app on their phone that allows them to do a challenge with their coworkers. The digitization of fitness and wellness has driven some of the innovations that we’ve seen over the last couple of years.

ATN: What major trends are you seeing in the fitness industry post-pandemic?

MI: First, the connected fitness direct-to-consumer market is decimated, outside of the already established companies like Peloton, Tonal and maybe some of the other big ones. The valuations for these companies are being reset to become more down-to-earth.

As a result, brands that are fitness-modality focused are struggling to acquire and retain members. Whereas those who are offering personalized, wellness-focused programs, such as Pvolve, will continue to attract a healthy TAM.

The second thing is, we went through this era, almost like what the pharmaceutical industry does with drug ads for things like restless leg syndrome. You watch those commercials and you’re like, “Oh yeah, that’s me, my leg is restless.” Not really, everyone on the planet feels like that. The fitness industry was a bit like that, where we created products for a problem that didn’t really exist. I’m seeing us trend away from that.

We’re also starting to see companies move away from point offerings, so instead of offering a gym membership or a connected bike, they’re going to offer a wellness ecosystem. That’s a really big shift. Now, if you’re a gym, like a Life Time, for example, you’re going to bring in, digitally and physically, nutrition, supplements, therapy and mindfulness, all those features.

There’s also fitness subscription fatigue. The average consumer today has about 14 paid subscriptions on their phone. The number for fitness consumers is probably higher than that. Especially since we’re in a recession or entering a recession, people are more conscious. They’re deleting subscriptions and they’re finding the one app or place where they want to be. As a result, companies are building out wellness ecosystems.

ATN: Which fitness companies are best positioned to thrive in the wellness ecosystem era?

MI: I view it in three buckets: big tech, large gym locations and healthcare.

If you look at Apple Health, it’s already kind of the central repository of data. You may see Apple Health being a kind of middleman, collecting data from everywhere, and passing it along to those companies.

I definitely see the large gyms playing a big role. Look at what Planet Fitness has done with their app, because they hold the relationship with the customer. You go see a doctor maybe once a year, but you go to the gym three times a week or more. So the gym is very present, especially if you don’t (physically) go to work. Many people go to the gym more often than the office. Before the pandemic, a lot of that relationship and emotional connection to the community might have resided in the office. Today, it’s transferred to the gyms. So I think the large gym chains hold the keys to that ecosystem. The smart ones, the ones that embrace technology and understand where the industry is going, are going to be the ones that control the narrative.

And the third is health insurance companies. They recognize they have to embrace change, and they’re going to pay a lot more attention to preventative measures than they ever have before. 

ATN: Which fitness companies could struggle in the wellness ecosystem era?

MI: I think we’re going to see companies, especially some connected fitness companies, not be around for too much longer. Some companies are really struggling with valuations, struggling just to bring new members in. It’s because their value proposition isn’t strong enough yet. Those companies need to find ways to commercialize their products and access new distribution channels.

ATN: What can fitness brands do to stay competitive?

MI: Interoperability is key. Look at Oura Ring, which, if you think about it, is subscription-based. Membership is $6 per month. Oura Ring gives you insights, but it doesn’t tell you what to do. What they’ve started to do is build integrations, so now they allow a bunch of companies to pull data and help personalize their experience. I think that’s what needs to happen. We need to break down these silos.

Interoperability is the key theme that we continue to see happening. I know companies might not be in favor of it, but they have to do it, because if they don’t, they’re going to become obsolete. 

Another part is AI. Data is the new oil, and AI can help companies make sense of the data they’re collecting. AI has been a great partner in helping us ingest, collect and analyze all the data we’re collecting.

At SweatWorks, we’re also using AI to personalize. Let’s say you had a horrible night’s sleep and you’re supposed to do a five-mile run. Maybe you do a three-mile run instead and you focus on recovery. We can use AI to help with those types of recommendations. For personal trainers, AI is going to give them deeper insights into their clients. Also, for those that can’t afford to spend $100 per session on a personal trainer, it’s understanding how AI can be helpful for them, so they’re not just following a standard strength program, but one that’s really personalized for their needs. AI can be a great tool there.

The post SweatWorks Founder Mohammed Iqbal on the Future of Fitness appeared first on Athletech News.

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Finding the best workout shoes for the gym is both exciting and overwhelming. You’re ready for the next steps (no pun intended) in achieving your fitness goals, but there are so many options to choose from.

To help you on your fitness footwear journey, Athletech News spoke with personal trainers to find out what they recommend for their own clients.

“The coolest thing about choosing the right trainers (sneakers/workout shoes) is that they can significantly help to enhance your performance as every pair is designed with a different range of movement in mind,” described Savannah Sachdev, a lifestyle and fitness content creator and runner from London. “It’s important to try on multiple brands and not be swayed by what’s ‘trending on Tiktok,’ as everyone’s feet are completely unique.”

One of the best ways to find what works for you is to have a plan of attack. There are different shoes for different workouts and different people, so finding what’s best comes down to how you plan to achieve your goals.

“This is a little dependent on what kinds of workouts people are doing,” explained ​​Chris Crowthers, a personal trainer at Mark Fisher Fitness in Manhattan. “If you’re somebody that is doing general fitness—some strength training, maybe taking some classes, maybe doing some cardio then I think comfort needs to be the top priority.”

Additionally, you want to pick a pair of workout shoes that feel good on your feet—especially if you’re going to wear them every day or every other day for hours at a time. 

“Comfort over everything and good arch support,” said Ceren Kalyon, a fitness instructor and run coach at Barry’s and Equinox in Los Angeles. “I spent so many years not knowing what shoes I needed for lifting versus running and wished I had guidance prior to starting my fitness journey. When going to the gym to lift, I like to look for shoes with elevated heels to make sure it enhances my ability to maintain proper posture.”

Check out the best workout shoes, according to personal trainers:

Best for weightlifting/bodybuilding: Reebok Legacy Lifter.

If you’re looking for fantastic workout shoes for weightlifting, then you should consider a pair with minimal cushioning, premium quality and overall comfort.

“A good lifting shoe will hugely improve your lifting experience,” explained Sachdev. “A thin, flat and wide sole to maximize stability and increase force transfer during lifts. A solid and raised heel will aid with stability and posture. The slight heel will offer increased ankle mobility and therefore more squat depth as you’ll be in a more upright position.”

Weightlifting shoes should have excellent ankle support.

“Security is important. Laces and velcro straps should be considered as you’ll require extra security with all that additional ankle mobility,” Sachdev continued. “Also, define your style of movement. Olympic lifting, powerlifting and bodybuilding would require a slightly different shoe so make sure to understand your requirements and do your research.”

“Choosing a pair is dependent on your biomechanics and lifting style,” she added. “However, my personal favorite lifting shoe is the Reebok Legacy Lifter. When you initially wear them, don’t be surprised if they feel off, it may take your body some time to adjust to the positioning but ultimately they are a great tool to improve your lifts.”

For peak performance, the Reebok Legacy Lifter collection features shoes that offer stability and security with a midfoot locked-in strap and the company’s iconic inflatable “pump” technology for adjustability.

Best for strength training/powerlifting: Converse All-Star

You should consider the old-school sneaker Converse All-Star—especially high-top Chuck Taylor shoes—for strength training because they can help your body maintain stability, while also enabling you to have complete control when you lift.

“I think the best option is Converse All-Star,” said Crowthers. “You want a shoe that’s going to allow you to really feel the ground and maintain stability and control in your big lifts like squats and deadlifts. It’s really hard to connect to the floor when there’s a lot of cushion, especially if you’re going really heavy.”

Best for running on a treadmill: New Balance 860 V12

When looking for a workout shoe for running on a treadmill, you want a pair that’s comfortable with neutral support. It has to have a light and fast design, while also being reliable on various surfaces.

According to Kalyon: “Running shoes are also very dependent on how you feel like to feel the ground, track and treadmill. Also, when running on the treadmill, it’s important to consider your distance and incline, just like you would when you’re running outside!”

She recommends the New Balance 860 V12 sneakers.

“If you want to feel like you’re wearing a pair of gloves on your feet, it offers a light foam and is super bouncy on your feet for that support for runners who need it,” Kalyon said

Best for cross-training: Nike Free Metcon 4

Looking for the best workout shoes for cross-training? Then check out the very versatile Nike Free Metcon 4. These sneakers are specifically designed for cross-training, offering stability and support to get the best performance with proper weight distribution and a low drop for the lower body. They’re comfortable and cushy for high-impact workouts, while they also provide enhanced traction for climbing.

“Very comfortable training shoes,” raved a satisfied Nike shopper. “I practice HIIT, cardio, lunges, squats, etc every morning and they are absolutely comfortable. They feel very light. They are exactly what I was looking for. Their sole is perfect for training on the ground. Also, my feet feel much more secure when I’m jumping or doing lunges.”

Best for cycling: Nike SuperRep Cycle 2 Next Nature

For cycling, the Nike SuperRep Cycle 2 Next Nature shoes will do the trick. They were designed with support for highest intensity workouts like cycling, while lightweight and breathable—thanks to their mesh materials and cooling vents, which allow for better airflow on the feet. These shoes also have a strap closure with two fastening points for safety and security for a smooth ride. They’re even made from recycled materials and rubber, so you won’t slide off the pedals when going at your top speed.

“Very comfortable and lightweight. Airflow is great,” shared one Nike shopper. “I purchased the red cycling shoes which are true red and look great. Very happy with the shoes and highly recommend them.”

Best barefoot shoes: Vivobarefoot Primus Lite III

It’s believed that working out barefoot is one of the best things to do for strength training because your heel is closer to the ground, which is said to improve balance and increase range of motion. However, most, if not all, gyms don’t allow people to walk around barefoot. So the closest you can get is with a pair of barefoot shoes.

“There are pros and cons to barefoot trainers,” explained Sachdev. “The pros being you can improve the strength of your feet and ankles as they require you to use muscles that your usual shoes would not, while your natural position can help to improve flexibility, balance and posture.”

“The cons being that you require a little more confidence to wear (them) as they do look different, dropping a weight on them would do some damage to you and it could take time to acclimate to them.”

The Vivobarefoot Primus Lite III allows your feet to move naturally to promote foot strength and performance. This pair is also thin, lightweight and wide to accommodate just about any foot type.

The post The Best Gym Shoes for Every Workout, According to Personal Trainers appeared first on Athletech News.

Myzone has hired Kerry Williams, a former hockey player and Nike brand leader, as its new chief marketing officer.

Williams, who spent 12 years at Nike, assumes her new role immediately.

Myzone says the former international hockey player recently returned to work following the birth of her second girl, joining the tech company to drive it into its next stage of growth and development worldwide.

During her time with Nike, Williams held numerous leadership and growth roles, including training brand director, head of brand events and global football brand manager. She has also consulted for businesses including Marchon, WIT, ATHX, Studio 6, the Training Club and Herd Brands.

“We searched for a rockstar CMO, and we have certainly found one,” Myzone CEO Dave Wright said of Williams’ appointment. “Kerry’s experience and approach fits perfectly with the team and is exactly what we need for the future. Throughout the exhaustive process, where every applicant for the position was (held) to such a high standard, she’s exceeded expectations and risen above.”

Wright said Williams will help transform the Myzone brand to better communicate the benefits of physical activity, heart-rate training and innovative technology to its community across 92 countries.

Williams, a sports science graduate of Loughborough University, is also the trustee of Badu Sports, a charity that strives to change the lives of underprivileged communities across London.

“My career to date has focused around making movement accessible, engaging and inspiring for all,” Williams said. “Myzone provides connected fitness solutions, wearable technology and supportive communities to achieve just that, helping people all around the world to move, whether they’re just getting started, trying to reach a health and wellness goal or hitting peak performance.”

The wearable fitness technology company recently launched Myzone Premium, which allows gyms and other facilities to host and broadcast fitness and well-being classes that take advantage of the wearable fitness brand’s live heart-rate technology.

Last year, Myzone received a significant investment from U.K. growth capital investor BGF and tech entrepreneur Vin Murria OBE.

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Life Time has launched its first Oregon location, introducing its newest luxury athletic club and co-working space in Beaverton, located on the outskirts of Portland.

The new three-story location will create approximately 300 new jobs in Beaverton and marks Life Time’s footprint in 30 states. Beaverton, which has a population of just under 100,000, is home to the Nike World Headquarters.

Life Time Work, a posh shared workspace for individuals and companies, is connected to the newest club and includes a spacious outdoor terrace with West Hills views. Its menu of amenities will make people happy to log into work or attend an in-person staff meeting.

“This exciting, new development represents yet another key milestone for us, as it marks 30 states in which we now deliver our truly unique, first-class healthy way of life experience,” said Jeff Zwiefel, president and chief operating officer at Life Time. “Beaverton is highly regarded as not only one of the best places to live and raise a family, but also a community that boasts healthy living as a priority in everyday life.”

Life Time reported strong Q1 numbers, with its net center memberships up nearly 40,000 in the first quarter of the year and revenue up 30% from Q1 of 2022. Life Time executives confirmed it would open seven centers this year on the April earnings call.

Highlights of Life Time’s Beaverton athletic country club include 400 pieces of fitness equipment, dedicated studios for group fitness, cycle, barre yoga, Pilates, personal training and small group Alpha, GTX and Ultra Fit Training. A recovery, nutrition coaching, chiropractic and physical therapy care space is also available, along with a basketball court. 

The new location also boasts a beach club with lap and leisure pools, water slides, whirlpools, lounge areas, a bistro, LifeCafe, LifeSpace and a dedicated Kids Academy with programs for little ones. 

Of course, the new location also includes three pickleball courts, which Life Time has heavily invested in, with the luxury club operating over 350 permanent courts. Life Time’s focus on pickleball has resulted in at least 100,000 new members participating in the popular activity at its clubs.

The new location offers extended hours of operation, from 4 a.m. to midnight, Monday through Friday, and from 6 a.m. to 11 p.m., Saturday and Sunday.

As for the Life Time Work zone, the Beaverton location is the lifestyle operator’s first workspace on the West Coast. It includes private and enclosed office spaces, flexible contracts, lounge areas, dedicated desks, conference rooms, private phone booths and quiet rooms, access to tech support and printing services, social and professional community events, membership to all Life Time destinations in North America and access to all Life Time Work coworking spaces nationwide. 

The luxury workspaces are accessible 24/7, with a service desk available Monday through Friday, 9 a.m. to 5 p.m.

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The digital experience is everything in 2023. For fitness brands, having an app that’s well-conceived, intuitive and engaging can make the difference between a successful business and one that flops. 

Mutual Mobile, an innovation consultancy that helps companies design, build and manage digital products, has worked with some of the leading brands in fitness, health and wellness, including Under Armour and Nike.

Among its successes, the Austin, Texas,-based firm helped Under Armour create Record, an app the sportswear company launched to drive sales for its HealthBox, a connected fitness product designed to track sleep, fitness activity and nutrition via a heart rate monitor, wristband and scale.

The Record app, introduced in 2016, was used by 1.94 million users and saw over 2.6 billion workouts and activities logged. Under Armour won eight awards at CES 2016, including the Wearable Best in Show, for its Record and HealthBox products.

Mutual Mobile worked closely with Under Armour on virtually every aspect of Record from start to finish, including the app’s name itself, noted David Garlinski, Mutual Mobile’s Senior Director of Strategic Accounts.

“It was a real collaborative effort,” Garlinski said, adding that Mutual Mobile has done other projects for Under Armour since then, including helping to overhaul the company’s online shopping app, UA Shop. 

“They still come back to us periodically,” he says.

Mutual Mobile has also designed apps for a social fitness company that encourages people to be active through team movement challenges and a sports tech company that makes a calf compression sleeve that tracks users’ metabolic activity and lactate threshold.

Garlinski and Prasanna Tolasati, Mutual Mobile’s Lead Project Manager for fitness tech, spoke with Athletech News about how fitness brands can build apps that attract users and ultimately drive sales.

Understand your users and what they want

Fitness brands, like many companies, often underestimate the vast amount of market research that’s needed in order to build a great app, according to Tolasati. 

“It’s something we’ve had to assist almost every client with,” he says. “You need to do that research to understand the problem you’re trying to solve and who you’re trying to solve it for, because fitness has its own answers for different types of people.”

Market research needs to be deep enough to glean meaningful insights into an app’s users and potential users.

“I’ve seen quite a few instances with fitness influencers who have blue checkmarks on Instagram and Twitter, and they’re basically just putting out an open question on their stories asking, ‘What features would you like to see?’” Tolasati says. “That’s too vague to understand what users actually want.”

Instead, brands should take the time to carefully consider the demographics of the user base they’re targeting with a particular product, including age, socioeconomic status and geographic region. Something as fundamental as the optimal subscription price for an app or service can vary significantly depending on those factors. 

Talking to industry experts can be a useful way for fitness brands to get data that will ultimately improve their apps. 

For brands that intend to offer tracking services, “asking a coach or a personal trainer how they like to track their clients’ workouts or how their clients want their workouts tracked is important,” noted Tolasati, who is an ACE-certified personal trainer himself. 

True to its mission of providing clients with an end-to-end solution for apps and other digital products, Mutual Mobile can help fitness brands perform market research.

“We have product owners and product managers who know what queries you need to run, what surveys you need to conduct, the type of frameworks that you have to implement to get that information and translate it into building a minimum viable product,” Tolasati explains.

Apps should be engaging, but they need to work

Functionality is key; the fun stuff can – and should – be added later. 

When Mutual Mobile was working with a U.K.-based social fitness app, the first thing the firm did was make sure the app worked the way it was supposed to for users every time they turned it on. Mutual Mobile also planned for the app’s future growth. 

“When they came to us, they were experiencing major issues; it was crashes or specific bugs, and notifications that weren’t firing properly,” Garlinski said of the social fitness company’s initial app.

Mutual Mobile ironed those issues out first and then went to work on building out new features and enhancing aesthetics. For every app, there needs to be a solid foundation to build upon.

The U.K.-based company had a great app with a rough back-end, the foundation, noted Garlinski. But the work Mutual Mobile proposed to their executive team set them right and established a way forward to building past their MVP (Minimum Viable Product). 

The social fitness app is designed around team movement challenges where people can join together with friends, family and colleagues to set goals for physical activity and healthy habits, all with the objective of reaching the top of a mountain for a specific challenge. An example would be a group of friends setting a team goal of burning 10,000 calories in seven days.

To drive engagement and make users want to open the app on their phones every day, Mutual Mobile built an array of features that added “little pieces of delight” throughout the app, Garlinski said. 

“Each time you worked out, you got a notification about the summary of your workout, and it gave you some delight with confetti falling on the screen, and the guy had his arm raised because he was excited,” he noted. “Once you got to the top of the mountain, you got to plant your flag.”

Reduce friction to keep users around

You can build the best app in the world, but if users don’t stick around long enough to appreciate its features, that won’t matter. 

“Friction is a big deal,” Garlinski says. “A good portion of people fall off during the tutorials or the onboarding because it takes too much time.”

Mutual Mobile has worked with clients to shorten their apps’ onboarding duration, or even give users the option of skipping onboarding initially and coming back to it later instead.

“If you get to test drive a car, you should be able to test drive an app,” Garlinski says. 

And a 7-day free trial might not be long enough if an app is packed with features, especially those that may take longer than a week for users to fully appreciate. 

“A lot of apps don’t give you the opportunity to completely see what the app does before they make you buy,” Garlinski noted, adding that it’s important for brands to carefully balance monetizing an app with the need to build a solid user base.

Be realistic about budget

Like prospective homeowners, companies planning an app often fail to account for maintenance costs. 

“A lot of folks that come to us have the idea to design their Ferrari or their multimillion dollar home, and they have the funds to buy it, but they don’t have the funds to maintain it,” Garlinski says.

“Code isn’t perfect,” he notes. “You have to make sure that you have the right resources in place to handle bug fixes, handle the person who comes and says, ‘Why doesn’t your app do this?’”

In addition to bug fixes, Garlinski says companies should plan for software updates that Apple and Google roll out for the iOS and Android operating systems, new devices and updates to core software like Apple HealthKit and Google Fit, among other potential maintenance considerations. 

“It’s not a build once, deploy and forget process,” Garlinski says of a fitness brand’s mobile app. 

Less is more: focus on a few key features

Fitness brands looking to score high on user experience should resist the urge to cram a million and one features into an app, according to Tolasati. 

“Fewer features that are more valuable to users is definitely better than 150 features that most people hardly use,” Tolasati says.

He mentioned the Nike Training Club App as a good example of what most brands should be shooting for. The NTC App integrates data from fitness wearables like the Apple Watch, but doesn’t overwhelm users with an abundance of features, Tolasati noted. 

“It’s a very well-defined product,” he says. “It may not have as many functionalities as something like the Garmin App, but it doesn’t need to, because it’s not meant for sport-specific users.”

Going beyond apps: getting everything else right

While building best-in-class apps is Mutual Mobile’s bread and butter, the firm helps companies, including fitness brands, with all aspects of their digital ecosystem.

“Apps only work if back-end works,” Garlinski noted. “We’re not a one-stop shop for mobile apps, we do a lot more.”

Mutual Mobile can help fitness brands build admin portals, for example. The firm also provides strategic advice to companies on which third-party chat or notification providers they should work with if they want their apps to have those kinds of functionalities. 

“If your product is simply a POS system at the gym, we can help you build that out too, or integrate the POS into your custom app,” Garlinski adds. “White-label services are fine, but they’re not customizable. We’re custom, and we can help you build out custom (mobile) applications, desktop applications or anything like that.”

The post How To Build a Great Fitness App, With Mutual Mobile appeared first on Athletech News.