Burn Boot Camp is fueling its nationwide expansion and providing its franchisees with financial options, partnering with ApplePie Capital, a firm specializing in franchise business lending.

The fitness brand made Entrepreneur’s Franchise 500 list earlier this year and recently launched its first national brand campaign as it eyes growth.

Pat Harding, vice president of finance at Burn Boot Camp, said the franchise selected ApplePie Capital for its ability to offer a dedicated lending program that specifically addresses the financial needs of Burn Boot Camp’s franchise partners.

“ApplePie Capital is our preferred financing vendor because their focus is on the long-term success of our franchise partners and helps make access to the capital they need predictable and easy,” Harding said.

The financial firm noted the financial health of the group strength and conditioning franchise, particularly its rapid growth.

Founded in 2012, Burn Boot Camp began franchising in 2015, having grown to over 335 operating locations and 550 territories sold. 

“Every year, we look at thousands of Franchise Disclosure Documents (FDDs) to find the brands that are showing the strongest growth and the best track records of unit-level economics,” said Jamie Davis, vice president of business development at ApplePie Capital. “We are very selective and are focused only on franchise brands that have a desire to grow with a strong capital markets partner behind them. Burn Boot Camp definitely fits that mold with a passion for the brand that cuts across the entire organization.”

Burn Bootcamp is projecting 10,000 global units by 2033 as it ramps up its expansion efforts.

The total estimated initial investment for prospective Burn Boot Camp franchisees is $239,225 – $562,979, with an initial franchise fee of $60,000. 

The post Burn Boot Camp Adds Financing Option for Franchisees appeared first on Athletech News.

Building a thriving boutique fitness studio is a tough task. Nowhere is that truer than in New York City, where intense competition, high turnover and cost pressures drive many studios out of business in just a few years. 

Noam Tamir, founder of TS Fitness in Manhattan’s Upper East Side, has cracked the code on how to find long-lasting success as a boutique fitness owner in the Big Apple. 

A former Crunch Fitness personal trainer, Tamir established TS Fitness (an acronym for “together stronger”) back in 2011, growing it into a mainstay of Manhattan’s boutique fitness scene with around 160 members.

TS Fitness offers one-on-one personal training and group fitness classes, but the core of its business is “semi-private personal training,” small group sessions that combine the individualized attention of personal training with the community-building camaraderie of a typical large group fitness class.

Athletech News spoke with Tamir about his approach to building a fitness business that lasts, the advantages of semi-private training, and why TS Fitness has been able to resonate with clients for over a decade.

This conversation has been lightly edited for clarity and length. 

Athletech News: Can you tell us about yourself and why you decided to create TS Fitness?

Noam Tamir: I was born into a family that valued community. We were very close and traveled a lot, staying in hotels and eating at different restaurants, so I grew to admire good service. I also grew up with a very athletic father who was an incredible soccer player. He got me into sports at an early age and didn’t let me quit. I eventually excelled at soccer and was a track runner, which is how I fell in love with weight training. I started weight training when I was about 14 years old in my friend’s basement. Not only did it help me with sports, but it helped me build confidence. 

I thought I was going to go into the hotel business, but once I realized the hospitality business meant working weekends and holidays, I decided to explore fitness. While I was getting my master’s degree at NYU, I became a personal trainer to earn some money between classes. I started part-time at my local Crunch Fitness, working my way up to Personal Training Manager. I did that for about five years, but wanted to go out on my own

I started my own private training business, basically running around all four corners of Manhattan. One day, I thought, ‘There needs to be a smarter way to do this.’ So I decided to open up my own gym down the block from where I originally started my career at Crunch. I had no idea what I was doing (at first) and made tons of mistakes, but I learned from them. That was the start of TS Fitness in 2011. We outgrew our 1,000-square-foot space and in 2015, we expanded into a space that’s roughly about 2,000 square feet. We’ve been here ever since.

ATN: What has allowed TS Fitness to stay competitive in New York City, a notoriously crowded market for boutique fitness?

NT: Community, which is one of our core values. We currently have 160 members, so they’re seeing the same people. Any person who’s willing to share time in that type of intimate setting, which for us is six people or less (in a typical semi-private class) is going to start creating relationships. 

A big part of that community is our team. Our coaches are experts in creating camaraderie. We do an icebreaker at the beginning of each class during warmups. We’re keen on bringing what I like to call “certified good people.” People can come in having all these certifications, but if I sense that you have an ego, or my fitness manager senses that you have an ego or that you’re not a team player, we don’t continue the interview process. We make sure our people are very humble and that they’re team-oriented, that they remember people’s names, shake hands and ask people how they’re doing.

ATN: How does TS Fitness drive community – and also business success – with its semi-private training model?

NT: I came from a one-on-one training background. I always loved community, and I thought to myself, ‘How can I impact more people?’ The answer was group fitness classes. But it’s so fast-paced that you become more like a cheerleader and not a coach. 

Back in 2013, I discovered semi-private training. I trained a few people together, progressing them through a structured workout. It’s an incredible business model because when you train somebody one-on-one, your whole hour is taken up by that one person. If they need to move their session, if they get sick or they stop training with you, you’re losing a huge amount of revenue and the flexibility of your time. 

With this model, as long as you stay above two or three people in a session, you’re going to do great. So I was able to charge less, have people train with me more and control my time while still giving members a custom experience. I feel like it’s a win-win-win. We went from offering five of these semi-private sessions to now offering over 70. 

ATN: What does a typical TS Fitness workout look like?

NT: We have a very structured program that progresses. Progression of exercises is important in creating results. You can’t do the same thing or the body adapts, but if you’re constantly changing the exercises, the member doesn’t learn how to do the fundamental movements properly and they can’t progressively go up in weight. Progressive overload is how the body builds more muscle tone.  

We start with foam rolling to release tension and allow the members to build rapport with other members. Then we go into mobility movements and a dynamic warm-up to get their nervous system, joints and muscles prepped for the workout ahead. We then get into strength training, which is divided into 3 blocks with two exercises each. Typically we do a lower body movement followed by an upper body movement. We then finish with a metabolic circuit that includes the core, cardio and sometimes some arms.  Every month the program changes and the exercises get a little more challenging. This keeps the progress going and helps the members learn new skills.  

ATN: What is the demographic profile of a typical TS Fitness member?

NT:  About 70% of our members are female that range between 30-50 years old. They have a variety of fitness levels; the program is customizable and we start people at different levels if they’re more advanced. We love working with beginners because we can make such a great impact on them and teach them proper ways to lift.

ATN: Looking back on your journey over the last 13 years, what are the biggest challenges in running a successful boutique fitness studio?

NT: One of the biggest challenges is keeping a constant flow of leads coming in and retaining members. It’s challenging because New York City is such a transient place, people will leave after four or five years. Especially when they want a family and need more space, they’ll move to the suburbs. 

You’re also in New York City, which is the most competitive city in the world because of the high concentration of gyms, although you have a huge concentration of people. You’re dealing with very high overhead, you need to pay your staff competitively and advertising is very expensive. You have to be doing Google ads, Facebook ads, referral programs and establishing joint ventures with local businesses. You also have to be running different challenges and offers, every month, if you want to be able to not just survive but thrive. There are a lot of companies out there that are just surviving. I’m completely bootstrapped and I’ve built this up into a seven-figure company. That’s taken time, but we’re doing some good numbers so we’re able to take care of our staff and create a good vision for the future.

The post CEO Corner: How Noam Tamir Built TS Fitness Into an NYC Boutique Fitness Staple appeared first on Athletech News.

Les Mills has revamped its leadership team with founder Phillip Mills at the forefront as the international fitness brand plans new strategies to enhance the in-club experience, new workout classes and live fitness events.

The leadership changes follow the departure of Les Mills CEO Clive Ormerod, who announced last November that he’d be stepping down from his role to spend time with his family before embarking on a new opportunity. 

“We now have a new leadership team in place – featuring myself as Group Managing Director and James Graham as CEO of Global Markets – with a clear plan to get back to what we do best in driving success for clubs and instructors,” confirmed Phillip Mills, who stepped in to run the company upon Ormerod’s exit. Keith Burnet, the fitness brand’s CEO of global markets, also left Les Mills to launch his own business. 

The Return of Live Fitness

“We leaned on digital products to support our club partners through the pandemic, and now we’re doubling down on live fitness experiences to accelerate the next phase of industry growth,” Mills said.

Even with the worst of the pandemic behind those in the industry, Mills noted that the past few years have seen clubs having to cut costs and increase prices to return to profitability.

“Members aren’t silly, and they’ve noticed this, so to get back to member growth, we need to elevate the in-club experience,” he continued. “To support this, we’ve developed a whole new generation of workout experiences that are testing off the charts in our New Zealand clubs, and we’ve started launching last year.”

Les Mills Live, in collaboration with Adidas, has a list of nine tour stops scheduled for 2024, kicking off with a training festival in Brisbane next month.

An Array of New Workouts

In addition to new class launches this year, Les Mills is unveiling an “Accelerate Club Success” strategy to elevate the in-club experience with fresh programming, such as Functional Strength, Les Mills Dance, Shapes and Strength Development. The fitness brand also plans to launch three or four additional programs this year, including Ceremony and Conquer, two new club-in-club programs.

The Les Mills leadership team also includes Martin Franklin, U.K. and Western Europe CEO, Lena Holmberg, Nordic and Eastern Europe CEO and Sean Turner, U.S. CEO.

Although Les Mills is certainly taking steps to drive its fitness experience in-club and at live events, the brand has also made headway in the metaverse, launching Les Mills XR Bodycombat for Meta Quest 3 and, more recently, Les Mills XR Dance.

The post Les Mills Revamps Exec Team, Doubles Down on Live Fitness appeared first on Athletech News.

Zumba, the biggest name in dance fitness with a 20-plus year history, has choreographed its next hit move: a new app to find and book in-person classes and take part in on-demand Zumba sessions.

To support the app’s launch, Zumba has unleashed a vibrant marketing campaign, “Zumba Responsibly,” a PSA-style ad promoting its “good addictive” approach to fitness. As rhythmic beats play, Zumba urges viewers to “just say yes” to local instructors, on-demand classes and its Zumba app. Zumba worked with Joan Studios on the campaign, according to Adweek.

“For 20-plus years, we have been producing content for our global Instructor Network to give them the tools to teach incredible classes,” Carolina Moraes, Zumba’s chief marketing officer, told Athletech News. “In the new Zumba app, you’ll see we’ve merged our unbeatable music, top instructors and superior quality content production to give students an opportunity for more Zumba classes and snackable fitness content at their disposal.”

Zumba’s app is free to download, and there is no cost associated with finding local in-person classes. For a cancel-at-any-time $19.99/month fee (or a prepayment of $179 for a year), fitness enthusiasts can access Zumba Virtual+, featuring on-demand content for all levels, including HIIT, strength training, and mobility and flexibility classes. App users can try Zumba Virtual+ with unlimited access for free for 14 days.

The app also allows Zumba enthusiasts to earn badges, track stats and make recommendations based on music preferences, dance level and intensity.  

Zumba’s latest strategy — driving consumers to live Zumba experiences — comes as fitness enthusiasts flock to in-person fitness, especially group classes. Plus, the at-home fitness hook meets the needs of busy consumers who may be unable to attend class but still want the Zumba experience at home. 

“We know from the early days of Zumba and selling DVDs to our Nintendo Wii game that sold 14 million copies, when we have a product where people can try Zumba at home, it will drive them to the in-person experience, and nothing beats a live class!” Moraes added.

Targeting New Zumba Enthusiasts  

The brand has come a long way since selling its Latin dance fitness DVDs through infomercials in the early 2000s, having entered the virtual and mixed reality workout space in partnership with FitXR, a VR workout platform on Meta Quest, last November.

More than just smooth moves against addictive beats, the fitness brand has also tapped into the powers of artificial intelligence with “choreography challenge AI,” a feature launched in 2022 that uses AI to coach Zumba instructors in fine-tuning the dance fitness moves they plan to teach. 

In an exclusive interview with ATN last fall, Zumba co-founder and CEO Alberto Perlman hinted that Zumba had plans to bring products to market in early 2024 that would expose new consumers to the brand and ultimately drive them to their local gym for in-person classes.

“Traditionally, there’s a phenomenon that anytime we launch direct-to-consumer products, we see a flood of new people into Zumba classes,” Perlman shared, perhaps predicting what’s to come with the launch of Zumba’s new app.

It’s a strategy that benefits not just the Zumba brand and its instructors, but the many fitness operators hosting Zumba classes, such as Crunch Fitness and Life Time.

Having mindfully covered all angles — at-home fitness, in-person experiences and now the Metaverse, Zumba continues to capitalize on dance fitness, a leading form of exercise. Dance workouts saw 25.16 million participants in the U.S. breaking a sweat in 2022, up from 24.75 million in the year prior, according to Statista. 

The post Zumba’s New App Brings Dance Party On-Demand & In-Person appeared first on Athletech News.

Crunch Fitness has come a long way since Doug Levine founded the brand out of a basement in New York City’s Greenwich Village neighborhood back in 1989, but the company hasn’t forgotten its roots as it’s expanded across the globe.

With more than 450 locations open, 1,400 franchise licenses sold and over 2 million members, Crunch Fitness is in a high-growth phase. However, the brand still abides by its original “No Judgements” philosophy of making fitness fun and accessible. 

Thirty-five years ago, that meant creating gyms that didn’t scare people off in an era when fitness was far more hardcore and much less mainstream than it is today. In 2023, that’s still important, but Crunch’s conception of what “no judgements” means has evolved into also providing all the amenities, modalities and tools its members need to have a great experience, in whatever form that may take. 

“The big thing for us is to meet our members, or potential members, where they are,” Crunch CEO Jim Rowley says of the company’s philosophy as it expands. 

Rowley spoke with Athletech News about how Crunch designs its gyms in the modern era, the way it’s approaching digital fitness content and what’s in store for the company as it continues to expand. 

Open Floor Plans Are In, But So Is Community

It’s no secret that gyms are becoming more open, with large, turf-filled functional training areas increasingly taking the place of cardio and single-use weight machines. 

“The gym of today is so much different than the gym of five years ago, it’s incredible,” Rowley says. “Today’s gym-goer wants more free space and in that free space, they might bring their iPhone or their iPad and do a digital workout. They’re going to bring bands, dumbbells and kettlebells – different workout elements – and they’re going to work out in this tight, little space within a big, open space.”

In this new era, one of the biggest challenges for gyms is finding ways to give members the open space they desire while still fostering a sense of community at a brick-and-mortar location.

For gym owners who naturally want to maximize every square foot of their facility, opening up the floor and removing equipment may seem counterintuitive. But the Crunch team is working with its franchisees to design creative layouts that leverage open space for the benefit of members, which in turn boosts business. 

“That includes a lot more Olympic weightlifting racks, relax-and-recover areas, and open space that works for the members,” Rowley says. “It’s lighting that allows them to be socially connected as well, because lighting is critically important when you’re filming yourself or taking a selfie you want to share on your social pages.” 

Group Fitness Remains Vital

The increased emphasis on open space in modern gyms isn’t to say that closed-door group exercise classes are fading in popularity. Rowley says Crunch is as committed as ever to its group fitness offerings, which include a large catalog of proprietary classes that range from strength training to Pilates to boxing.

“We’ve (also) been spending a lot of time and energy on the meditative state and breathwork, and doing things that are about reducing your stress, improving your lifestyle and so forth,” Rowley adds of Crunch’s approach to group fitness.

Embracing Digital Fitness

While Crunch’s brick-and-mortar franchise business is thriving, the company is also investing heavily in digital fitness content. In early 2023, the brand launched Crunch+, an on-demand and live streaming platform that offers users access to a range of fitness and wellness classes including HIIT, yoga, cardio boxing, stretching, Pilates and meditation. Crunch is also creating short-form digital fitness content to reach members who are pressed for time but don’t want to miss their daily workout.

The idea behind Crunch+ isn’t to replace the traditional in-person experience but to supplement it with additional fitness and wellness content for members who can’t get to the gym.

“If we can increase (members’) workout volume by one to two times per week, when they’re at home on a Saturday or Sunday afternoon, or on a rainy Monday morning, that’s all we’re looking for,” Rowley explains. “It’s a complement. We don’t look at it as replacing anything in terms of brick and mortar.”

However, with the digital platform, Crunch is also looking to reach consumers who don’t work or live near a physical location. 

“If you don’t have a Crunch near your home or work, we’d like you to participate with our brand digitally, because we’re coming to your town over the next couple of years. We’ve got another 1,000 of these plots to open,” Rowley says, noting Crunch’s many signed franchise agreements for additional gym locations.

Breaking New Ground With Amazon

The gym of the future also figures to be tech-enabled. Crunch seems to already have a leg (or hand) up on its competitors in this area. Earlier this year, the fitness brand made waves when it partnered with Amazon One to allow members at select Crunch locations to swipe their palm over a biometric reader to enter the facility rather than use a key fob. 

That type of keyless entry tech has been trialed at Whole Food Markets and sports venues, but never before at a fitness facility.

“I was a little concerned in the beginning that we were too small for this behemoth of a company, but they’ve treated us like we’re the biggest company in the world,” Rowley says.” There’s a true partnership with Amazon, and the spirit of that partnership is displayed in how they’ve rolled out the Amazon One product in our clubs side by side with us.” 

For Crunch, it’s another instance of meeting members where they are.

“It’s for the safety and security of the members, but it also allows us to run smarter in the gyms in terms of allowing members to have access, so that the person working the front desk can really be at the forefront of member service,” Rowley notes. 

Crunch and Amazon plan to bring the hand-entry tech to more gyms in 2024. 

“I would look at 2023 more as a test of what’s possible, and 2024 as a full rollout with Amazon,” Rowley shares.

What’s Next for Crunch

In 2024, Crunch will celebrate the 35th anniversary of its founding in 1989, but in some ways, the company is just getting started. It only began franchising in 2010, and has been on an expansion tear ever since, opening over 450 locations across the country, with a growing presence in the Southeast and Southwest in particular. Thanks to that success, Crunch earned a spot as the top-ranked fitness brand in Entrepreneur magazine’s 2024 Franchise 500 list, which ranks companies based on factors including growth, brand power and financial stability.

With more than 1,400 franchise licenses sold, a lot more Crunch gyms are in the pipeline

“Our plan for 2024 is to increase our growth rate probably by 20 to 25%,” Rowley says. “It’s going to be the biggest year of our company.”

Crunch is also aiming to reach 3 million total members at some point in 2024.

Looking even further ahead, given its current sales numbers, Rowley believes Crunch could one day reach 1,500 locations in the U.S., and double or triple that number when taking international expansion into account. (Crunch already has a presence in Canada, Spain, Portugal, Costa Rica and Australia). 

As Crunch continues to pursue its expansion plans, Rowley has some friendly advice for onlookers. 

“Hold on to your hat for what you’re going to see in the next five years,” he says.

The post How Crunch Is Building for a New Era of Fitness appeared first on Athletech News.

As the new year begins, many people set resolutions to break out of their normal fitness routines and get faster, stronger and leaner. Those in New York City don’t have to look much further than Tone House. 

Alonzo Wilson, a former professional football player and private trainer in NYC, founded Tone House in 2014 to bring sports strength and conditioning workouts to the mainstream, introducing a larger audience to the community-focused workouts that are common in team sports.

Tone House offers strength and conditioning sessions at various difficulty levels, along with larger events like its Lift Off and Turf Wars Competitions. Tone House’s Lift Off took place last month, showcasing female and male recreational lifters in an energizing and supportive competition to test their one-rep maxes in the bench press, back squat and deadlift.

Different from many other fitness studios, Tone House doesn’t market its sessions as the only workout you need (although they certainly could be). Wilson encourages members to complement their classes with other workouts; but there’s no doubt that after regularly incorporating Tone House into your routine, you’ll be stronger and more agile for other pursuits.  

Inside the Workout

One of the first words that come to mind after experiencing Tone House is community. It’s clear the studio has dedicated members, many of whom have been coming to classes for years. Not only are many of them dedicated to the workouts themselves, but also to supporting one another. That support not only fills the class with positive energy, it feels essential to getting through such a tough workout. 

Tone House is challenging, particularly its intermediate and advanced-level classes. I was sore for several days after a Tone House conditioning class I attended. I found that the exercises impacted muscles I rarely use. For example, we did “gallops,” which were inverted jumps, conditioning drills, “runners,” where we used sliding discs to push ourselves hands-first across the room, and jump squats with vertical trainers.

Many of the workouts, even the weighted ones, were not, by default, tailored to each person’s size or strength. This created a sense of teamwork and camaraderie through the challenging class. At the beginning of every class, the coach asks the group about any injuries or discomfort and workouts can be tweaked accordingly.

However, compared to more individualized classes, Tone House conditioning felt more difficult to modify due to its team-oriented nature. For example, many Tone House conditioning classes begin with running and jumping drills over cones, and one person slowing down would stall the progress of the rest of the class.

Similarly, many of the exercises are done in rounds, where the next group of participants can’t begin before the last group ends. This creates accountability but might be difficult for those who need a lot of modifications or breaks. Tone House provides several class levels to account for such differences, but those in between levels could encounter some discomfort in this regard. 

The Verdict

Overall, Tone House has palpable and contagious energy, and challenging workouts that will likely make you reconsider the effectiveness of your current fitness routine. If you’re looking for a new workout to shake up your new year and are based in New York City, check out the studio. 

Learn more about Tone House here.

The post Studio Spotlight: Train Like an Athlete at Tone House in NYC appeared first on Athletech News.

Created in 2013 by Katia Pryce, dance workout concept DanceBody has been growing and thriving for a decade, with a global streaming presence, physical studios in New York, Los Angeles, Miami, and a summer residency in The Hamptons.

At its core, DanceBody remains dedicated to providing an effective and enjoyable workout that evolves alongside its tight-knit community. The brand’s edge lies in its methodology, ensuring consistency across classes and choreography. Its emphasis on community, whether in-studio or through streaming, also plays a pivotal role, underscored by innovations like two-way cameras and chat features that break down barriers between at-home and in-studio clients. The brand also tackles misconceptions surrounding pregnancy and fitness, with a commitment to educating and supporting pregnant clients through tailored pre- and post-natal modifications.

Athletech News spoke with Pryce, who serves as DanceBody’s CEO, to learn more about her background, the DanceBody brand and her future plans for the fitness company.

This conversation has been lightly edited for clarity and length.

Athletech News: Can you tell us about your background and your inspiration for founding DanceBody?

Katia Pryce: DanceBody started very organically. As a professional dancer, I was searching for a balanced workout that combined challenging cardio with functional strength training, while also maintaining the long, lean lines of a dancer’s body. It was a tall order. Whenever I was dancing, I noticed my body looked and felt very different from my typical gym workouts. It became clear to me that dance, when paired with functional strength training, was the secret to athletic strength and the aesthetic result I was searching for. I soon discovered that others wanted that same result. I started training clients one-on-one, and that soon turned into sold-out classes.

I officially launched DanceBody in 2013, and now, 10 years later, we have streaming clients globally and studios in New York, Los Angeles, Miami, and a summer residency in The Hamptons. From concept to launch, DanceBody has always been about an effective and fun workout that continues to evolve with a tight-knit community. 

ATN: What differentiates DanceBody from its competitors in the dance fitness space?

KP: Dance workouts stand out because they are fun while also being wildly effective for your overall health. Not to mention, it’s a workout for both your body and brain. What differentiates DanceBody is the methodology behind the movement. From our classes to our choreography, everything is carefully crafted so that it can be replicated – as opposed to relying on a singular trainer’s POV. Wherever you go to class, you will experience the same moves. Our choreographed dances change out every three months so that our clients get a chance to truly practice, perfect and perform the movement. This produces the best results.

Additionally, we have several classes that are “non-dancer” friendly, like Sculpt and DanceHIIT, that offer a foundational level of cardiovascular and muscle strength, without any fancy footwork. I’ve also created proprietary equipment for our classes that you won’t find anywhere else, such as the hexagon-shaped HexMat and HexWeight. With each side numbered one through six, no matter if you’re taking a sold-out class or at-home via DanceBody LIVE, you know exactly how to move.

ATN: How do you cultivate community in a hybrid fitness environment?

KP: Community is at the heart of everything we do at DanceBody. And that’s easier to cultivate in-person than digitally, which is why we made a huge effort to enhance our streaming experience. I launched our streaming service in 2016, well ahead of the at-home fitness boom. However, everything changed when COVID hit. All of a sudden, we understood that DanceBody is so much more than getting a great sweat, it’s about people connecting with each other daily – no matter what’s going on. That had a huge impact on our community. Plus, my co-founder, Courtnay (Mariani), and I showed up to teach every single day of the pandemic, and that spoke louder than any words. Our clients were relying on us to show up. Now, we have features such as two-way cameras, the ability to chat to trainers before and after class, and the access to build workout “crews” to stay accountable. This functionality has broken down the wall between at-home and studio clients, making our community even more inclusive. 

ATN: What drives the hiring process at DanceBody?

KP: At DanceBody, we have a saying, “Nice people dancing to good music.” That can only happen with exceptional people leading the way. In addition to a trainer’s ability to dance, move and train, we look very closely at their EQ, Emotional Intelligence. The DanceBody classes demand so much that you really need a friendly face, encouraging you forward. Dance is a new modality of movement for most people, therefore it can feel super intimidating. Our trainers must have a unique ability to nurture new clients along – and that kind of thing you can’t teach. A lot of people talk about community, but we really celebrate ours by spending so much time and attention on our teachers.

ATN: Why do so many misconceptions remain about pregnancy and fitness, and what can those in the industry do better?

KP: Sadly, even today, so many parts of a woman’s health journey are misunderstood. Built on decades of fear, secrecy, and myth – even many women don’t fully understand what their bodies are capable of during an amazing time like pregnancy. I felt it was important for me to share my pregnancy journey openly to show how consistent activity can help relieve aches and pains, boost your mood, enhance sleep, and decrease anxiety and depression.

Of course, every pregnancy is very different and unique. However, movement shouldn’t stop the moment you become pregnant – it’s not as if you turn into some fragile thing. A woman’s body is built for pregnancy, and the fitness industry should embrace and celebrate this more in their classes – as opposed to being afraid of it. It’s a disservice to make a pregnant woman feel “scared” or “less than” during a workout, and trainers in the industry need to be well-versed in pre and postnatal modifications. During my pregnancy, I filmed 30-plus videos for our pre and postnatal category on DanceBody LIVE so that both mom and baby can feel great through every trimester.

ATN: What can we expect to see next from DanceBody?

KP: The landscape of fitness has changed so much in the last few years, however, much of it still remains the same: people want to move TOGETHER. And now, post-pandemic, that sentiment is stronger than ever. In light of that, we’ve been building more in-person experiences to bridge the virtual to in-person gap, such as our annual DanceBody Retreat in Mexico.

Additionally, as our clients continue to evolve, we are evolving with them. In the last year, we’ve launched several new low- and no-impact classes such as Sculpt +, Hip Hop Hits and Strength & Stability. Last, connecting with synergistic media partners, such as Alo Moves, has been a great way for us to spread the DanceBody program.

The post CEO Corner: DanceBody’s Katia Pryce on the Power of Dance Fitness appeared first on Athletech News.

Clive Ormerod, who has served as Group CEO of Les Mills International since 2019, has decided to step down from his role at the end of December to spend time with family before embarking on a “new opportunity” in 2024.

Ormerod, who joined the global fitness leader as chief marketing officer in 2018 before being appointed CEO, has led the New Zealand-based Les Mills to significantly grow its global footprint and scale its digital presence.

Les Mills is currently searching for a successor.

“After six amazing years at Les Mills and an incredible journey, I’ve decided to take some time out with family and to recharge personally, before moving into a new opportunity in the new year,” Ormerod said. “It’s been a very special time, and I feel proud of what we’ve achieved together in my six years with Les Mills. Now feels like the right time to make this decision and to leave the company in the very capable hands of the best team I’ve ever worked with.”

It’s been a year of wins for Les Mills, with the fitness brand entering the mixed reality world by launching a new fitness game, Les Mills XR Bodycombat, for Meta Quest 3 and partnering with Adidas in a bid to target younger fitness consumers with next-gen workouts and live experiences. The fitness company also inked a deal with Samsung to offer its classes on Samsung Smart TVs. 

“We work in the best industry and one which will play an increasingly important role in helping people live healthier, happier lives,” Ormerod said. “I have no doubt the team at Les Mills – and the wider fitness industry – are beautifully placed to continue to change the world. And I’ll be cheering you all on from the sidelines.”

Phillip Mills, executive director of Les Mills, noted that Ormerod has had a “huge impact” on the global fitness company’s business over the years.

“He has always passionately believed in our purpose, and the profound impact movement can have on the planet,” Mills said. “He has shown immense commitment, leading this business with strong strategic focus and a tireless work ethic. While we’re sad to see him go, we respect his decision and wish him all the best.”

The post Les Mills CEO Clive Ormerod To Step Down appeared first on Athletech News.

There are very few brands in fitness that have been around for over twenty years, and even fewer whose growth has continued – even accelerated – into their third decade of existence. 

CrossFit, the hardcore fitness concept founded by Greg Glassman in 2000, is one of those select few. For all the company’s turbulence as of late, CrossFit is still one of the industry’s top dawgs, and the brand is seemingly growing faster than it ever has. At the start of 2021, there were around 9,400 CrossFit affiliate gyms worldwide. Today, there are over 14,000 locations and counting, with over 5 million people practicing CrossFit.

Asked what’s allowed CrossFit to stay on top for so long, Austin Malleolo, the brand’s senior director of strategy & operations for affiliates, points to two things: intense workouts and the power of community. 

“When we think about what makes CrossFit unique, it’s the consistent pursuit of intensity and the unique community,” Malleolo tells Athletech News. 

CrossFit isn’t like most other fitness brands; it celebrates hard work in a fitness culture that’s increasingly dominated by biohacks and get-rich-quick schemes. Grueling workouts filled with deadlifts, squats, power cleans and timed runs are prescribed rather than juice detoxes, muscle-building bodysuits and 20-minute-ab programs. 

“At the very base level, the CrossFit methodology is so effective, and things that really work tend to be sticky,” Malleolo says, noting that with CrossFit, people can actually track their progress over time and see improvement in their numbers, which drives engagement. 

“Results are addicting, so people come back,” he says. 

But just doing hard things and getting better at them over time isn’t enough to drive long-term adherence; if it were, the global population would be in better shape and the fitness industry wouldn’t be constantly searching for new ways to engage the 80% of the population that doesn’t work out on a consistent basis.

What CrossFit has done better than just about any fitness brand in the world is build community, the power and reach of which can be seen at events like the CrossFit Games, on social media platforms like Reddit, and most importantly, in affiliate gyms around the world. 

Community, at the end of the day, is what drives member engagement and retention, which are the biggest pain points for most fitness companies. 

“It’s very hard to continually work hard alone,” Malleolo notes. “When you walk into a CrossFit affiliate, you see 10 or 15 people working really hard, it’s an inspiring moment. If you’re alone, you’re going to move a little slower because that’s just the nature of the human psyche, no matter how mentally disciplined you are.”

Affiliate Model Drives Growth

A major reason the CrossFit community has grown so large and spread so quickly is the unique way the brand opens new locations. CrossFit doesn’t franchise like most fitness brands; instead, the company licenses its name to individual gym owners under an “affiliate” system. Fitness enthusiasts and entrepreneurs pay just $3,000 a year for the right to open a CrossFit affiliate gym, an initial investment fee that’s a fraction of the hefty franchise fees charged by most boutique fitness brands and gym chains.

The affiliate model itself was created almost by accident – it effectively started around 2007 after a CrossFit devotee approached Glassman about opening up his own gym. But since then, CrossFit has embraced the system with open arms. 

“It created a relatively low barrier to entry compared to a franchise to open a business and share the methodology and the community,” Malleolo says of the affiliate model. “That’s really allowed this growth to permeate almost at an organic level.”

CrossFit supports its booming affiliate system with a dedicated staff of over 30 staff who assist gym owners at the regional, market and even country levels. Crossfit also hosts “mastermind roundtables” where affiliate owners can network, socialize and share best practices. New affiliate gym owners also get access to CrossFit’s “Affiliate Starter Kit,” an interactive course designed to help owners and coaches build their business. 

Coaches Learn the CrossFit Way

Due to its low financial barrier to entry, absentee ownership isn’t nearly as common in CrossFit as it is in fitness brands that franchise. In many CrossFit gyms around the world, the coach you see in class is also the owner and operator. That type of connection between member and owner is rare, at least for brands the size and scale of a CrossFit. 

Since owners and coaches are often one and the same, CrossFit requires that all affiliate owners obtain a “Level 1 Certificate” before they can open their gym. During the Level 1 course, soon-to-be affiliate owners learn the ins and outs of the CrossFit methodology through two days of classroom instruction, small-group training sessions and coach-led workouts. 

Beyond just learning how to teach a proper squat or deadlift, the concept of community is central to the Level 1 course, as new CrossFit owners quickly learn what the ethos of CrossFit is all about – hard work done with the support and encouragement of your peers.

Nicole Carroll, director of training and education at CrossFit, calls the Level 1 Course a “beautiful microcosm” of the brand’s broader approach to community building. 

“When the workout ends, and everybody comes together to discuss their experience, there’s suddenly a different feeling in the room,” Carroll says. “Eight hours ago, this was a quiet, nervous group of strangers, mostly keeping to themselves, unsure about what challenges the day would bring. Post workout, we see a community created through a day of hard work.”

“Everyone takes that sense of belonging, of community, back home to their garage, school, gym or CrossFit affiliate, creating a self-perpetuating force that permeates CrossFit culture,” she adds.

Embracing the Imitators 

Whether you love it or hate it, CrossFit has spawned many copycat concepts in boutique fitness, as brands new and old try to recreate the special sauce that’s made the Boulder, Colorado, company so popular across the globe. The growth of CrossFit has also fundamentally changed the way big-box gyms across the country are laid out; Olympic lifting platforms, plyometric boxes and turf layouts have taken the place of stair masters and ellipticals at health clubs big and small. 

“I think the beauty of what CrossFit has done is that it’s allowed a lot of other small boutique fitness entities to pop up,” Malleolo says. “We also see traditional gyms that now have beautiful, as they call them, ‘functional fitness’ spaces.’That didn’t exist five or six years ago.”

Despite the newfound competition, CrossFit isn’t worried about losing ground. If anything, Malleolo says the fitness industry’s embrace of functional fitness and intense workouts is a good thing for the brand, since more people may get exposed to the CrossFit way of life. 

The brand’s real competitors, he says, are those who try to put down intensity as an ignoble pursuit. That view used to be more common in the fitness industry, but things are changing. 

“Thankfully, that has changed over the last five years, where now we see a significant amount of boutique fitness gyms that say, ‘This is tough, you’re going do some hard things, but we’re going to help you along the way,’” Malleolo notes. “If they can reach someone we couldn’t, then over time, maybe that person becomes a CrossFit member.”

The post How CrossFit Uses Community To Grow its Fitness Empire appeared first on Athletech News.

When Alberto Perlman took the stage at Zumba’s recent instructor convention, you’d be forgiven for thinking you were at an Apple keynote and not a fitness conference. 

Such is the almost religious-like fervor the brand engenders among its instructors, around 4,500 of whom, from over 80 countries, headed to Orlando, Florida, last month for the 14th annual Zumba Instructor Convention, known as Zincon. 

Zincon 2023 featured more than 180 sessions held over four days. Among the festivities, Zumba held a “Next Rising Presenter” contest, an American Idol-style talent search where five instructor finalists performed live to see who was worthy of becoming the brand’s next Master Class presenter. 

“It’s a four-day party that truly feels like the happiest place on earth,” Perlman, Zumba’s co-founder and CEO, tells Athletech News about the convention. “The Zumba nation is a community above all communities. There’s no fighting, it’s only love.”

Zumba has become so ubiquitous in gyms since Perlman, Beto Perez and Alberto Aghion created the Latin dance-inspired concept back in 2001 that it’s easy to forget Zumba is a trademarked brand and not a general fitness modality like Pilates or yoga. Behind the contagious energy that was on full display at Zincon lies a company that’s laser-focused on supporting its instructors. 

“One of the things people don’t know about us is how much innovation happens inside Zumba,” Perlman says. “You won’t find a fitness brand that’s as instructor-focused and has as many innovations as we do. That’s why our instructors stay with the membership, because they get so much.”

Once they become a member of the Zumba Instructor Network (over 90% of the brand’s instructors are enrolled in the program), instructors get access to a host of tools that allow them to customize their classes, obtain certifications and learn new teaching techniques.

“If an instructor wants to teach classes for kids, we have a whole training they can take that’s exclusive to the Zumba Instructor Network,” Perlman shares by way of example. “If they want to enhance their professional education, we offer discounts with certifying bodies.“

Another feature Zumba offers is called “choreography challenge AI.” Launched last year, the feature uses artificial intelligence to coach instructors to correctly perform the dance fitness moves they plan to employ in class.

Cutting-Edge Instructor Tools

As part of Zincon 2023, Zumba unveiled several new business, marketing and music tools it will add to the Instructor Network. The innovations are designed to empower instructors to be better at their craft and ultimately drive more people into Zumba classes in gyms across the world. 

This month, Zumba will be rolling out a Class Management Dashboard, essentially an all-in-one software platform that allows instructors to manage the business aspects of running their classes, including payment, attendance and scheduling. The dashboard’s most innovative feature allows people taking Zumba classes to tip their instructors. 

“To the best of our knowledge, we’re the first in the world to launch tipping in the fitness industry,” Perlman says.

It’s hard to overstate the potential revenue-generating possibilities Zumba instructors stand to gain from being able to receive tips from happy class members. For many instructors, earning tips could make the difference between fitness being a side hustle or a full-time job.

“People tip their waiter or their Uber driver, but they don’t tip their fitness instructor, the person who changes their life the most,” Perlman notes.

The brand is also revamping ClassBuzz, its app that helps instructors create promotional materials using Zumba logos, backgrounds and filters. With the new ClassBuzz enhancements, Zumba instructors can now create marketing materials that are optimized for social media platforms like Instagram and TikTok, among other features.

“Imagine Canva but just for Zumba,” Perlman explains. “If an instructor wants to announce a new class at LA Fitness on Thursday mornings, for example, it’s not going to look like a normal picture with a caption, it’s going to look much better.”

On the music side, Zumba continues to push the envelope when it comes to using sound to enhance the class experience. Through the Zumba Music Lab, the brand collaborates with some of the best music makers in the world, including producers who have worked with artists like Shakira, J Balvin and Dua Lipa.

The goal, Zumba says, is to create perfectly danceable music that makes its classes more fun and increases caloric burn. 

“We’ll have Brazilian funk, hip hop and Indian Bhangra all in the same song, which doesn’t exist anywhere else,” Perlman says. “We do that because the mixture is magical. It feels like you’re at a party with an incredible DJ. “

Zumba Returns to its DTC Roots

While much of the magic that powers Zumba goes on behind the scenes, the company also has a rich legacy of successfully going direct-to-consumer. 

Zumba essentially rose to fame in the early 2000s by running infomercials and selling DVDs of its Latin-dance-inspired workouts, creating a global following that made it into one of the most well-known brands in fitness. More recently, the company released Zumba video games on platforms including Xbox, the Nintendo Wii and Nintendo Switch.

In early 2024, Zumba plans to launch a series of new digital direct-to-consumer products and offerings. 

While he can’t get into specifics yet, Perlman says the upcoming products will expose new consumers to the Zumba brand and are designed, ultimately, to drive more people into gyms to take in-person classes.

“Traditionally, there’s a phenomenon that anytime we launch direct-to-consumer products, we see a flood of new people into Zumba classes,” Perlman says.

That should bode well for the long list of gyms in the U.S. and abroad that carry Zumba classes, particularly as the demand for group exercise continues to rise post-pandemic as people seek more in-person connection. 

Zumba consistently ranks among the most popular group fitness classes in gyms around the world, including at low-cost chains like Crunch Fitness as well as more premium clubs like Life Time. Zumba’s popularity with consumers at both ends of the socioeconomic spectrum is another similarity between the brand and Apple. 

One more commonality between the South Florida dance fitness pioneer and California tech giant is having a founder who’s committed to the growing brand – and serving its customers – above all else.

Zumba’s corporate offices in Miami were closed the Monday after the convention, so Perlman himself sat at the reception desk so he could greet instructors who made the post-Zincon pilgrimage from Orlando to South Florida. 

“I didn’t want them to show up and for there not to be anyone there,” the Zumba CEO says. “Instructors from countries as far as Indonesia showed up, and I was giving them tours. They couldn’t believe it, but I was able to ask them: ‘What can we change?’ ‘What can we make better?’ And they gave me lots of ideas.”

The post More Than Two Decades On, Zumba Continues To Innovate & Inspire appeared first on Athletech News.

Randy Hetrick knows a good fitness business opportunity when he sees one. He also knows how to build a company from the ground up. 

Hetrick, a former Navy SEAL who started TRX from his garage and turned it into a functional equipment giant, believes he’s found the next big white space in the fitness market: outdoor workouts enabled by modern tech.

A couple of years ago, Hetrick started OutFit Training, a concept that offers interval-style strength training workouts led by expert instructors, all staged out of vans parked in the great outdoors and packed with TRX functional training gear, flat-screen TVs and thumping sound systems.

“Think of OutFit as a world-class gym on wheels,” Hetrick tells Athletech News about his new company, which just started franchising. “Each unit has enough equipment to train up to 100 people at a time, although most classes are similar to other group fitness classes, so around 15 to 25 participants.”

Hetrick first got the idea to start a mobile outdoor fitness company around a decade ago, when he was still running TRX. Around that time, the equipment maker did a brand activation called “TRX On Tour” in which trainers drove a van around the country and conducted outdoor group fitness classes to promote TRX products and workouts.

“Every time we ran it, we had people coming up asking us if they could work on one of the TRX On Tour units or asking if it was a franchise,” Hetrick recalls. “I was really intrigued by the opportunity, but if you think back 10 years ago, there was none of the tech that would be required to scale that kind of business.”

Over the next decade, as direct-to-consumer apps proliferated and business software became ever more impressive, Hetrick grew convinced that technology was advanced enough for him to run and scale his outdoor training idea.

When the pandemic came and caused outdoor fitness to become more popular than ever, Hetrick knew the timing was finally right to go all-in. He created OutFit in 2021 and spent much of that year forming a team and building out all of the assets needed to launch the business to the public, including, most notably, a highly sophisticated tech stack. OutFit’s secret sauce is its sleek and functional consumer-facing app, which allows customers to find a training van in their area, book classes and browse workouts all on their smartphone. 

“If you think about OutFit’s tech, it’s kind of a mashup of the capabilities of a rideshare service like Uber – that’s the geolocation and mapping piece – and also something like Mindbody where you have online registration, scheduling and billing,” Hetrick explains. “We’ve (also) brought some social engagement features into our app, although we’re in the early stages of personalization.”

OutFit plans to add features to its app including gamification, status rewards and the ability for users to look back at their workout history.

With the tech in place, OutFit went live in the South Florida area in 2022, launching a corporate-owned fleet of vans to test its outdoor training concept before opening it up for franchise sales.

“My feeling after having been in the industry for a long time is you can’t be a great franchisor until you’ve been a franchisee and eaten your own dog food,” Hetrick explains. “We ran the corporate market for about 18 months and it’s been great, we have unbelievable subscription metrics. Our members are crazy about the service.”

Encouraged by that success, OutFit started selling franchise licenses at the beginning of Q2 of this year, so it’s still early days for the brand. Hetrick shared that OutFit recently sold its first multi-unit deal to a group in Atlanta and has several other agreements in the pipeline, including one with a group in Northern California. 

The early success comes despite OutFit having yet to spend any money on marketing.

“I’m looking forward to ramping up our marketing spend as we begin to scale,” Hetrick says. 

OutFit’s chief selling point to consumers is that it’s an affordable way to engage in group fitness classes or personal training sessions in an outdoor setting while being coached by top instructors. OutFit’s signature membership option features unlimited group classes for just $100 a month. 

“You could come 30 times if you wanted to and pay $3.50 a class for expertly coached outdoor boutique group fitness,” Hetrick notes. “Even if you only come a few times a week, you’re looking at something under 10 bucks in class, which is pretty phenomenal for a boutique experience.”

OutFit also offers more expensive private memberships for small group training and personal training classes. It further offers a “custom” service where large groups like businesses, schools and sports teams can essentially rent out a van and engage in a workout of their choosing. 

For franchisees, OutFit is a relatively low-cost way to own a fitness business. Franchisees can get started with their own Outfit van for a total buy-in of less than $100,000. That’s far cheaper than the start-up costs for most boutique fitness brands, which can stretch into the many hundreds of thousands and even top $1 million.

Due to OutFit’s low-cost model, Hetrick anticipates that many of the company’s franchisees will be fitness professionals and/or veterans, who are often entrepreneurial but are usually priced out of modern-day fitness businesses. 

“Most of the groups that own fitness franchises are investor groups with pooled capital from LPs,” Hetrick says. “There’s nothing wrong with that, and we certainly expect that we’ll have some of those in our system. But I started TRX out of my garage after a career as a SEAL with no money, so I have a real affection and respect for entrepreneurs that want to build businesses for themselves and their families.”

OutFit projects that each van has the potential to do around $400,000 in top-line revenue a year, which would allow franchisees to quickly break even and start earning a profit given the low initial buy-in and what Hetrick says are relatively low operating costs. 

“The economics are pretty incredible because the expenses are so low from buy-in to your monthly operating expenses,” he says. “It’s a relatively low-risk deployment of capital, rapid breakeven and then you’re investing in a unit that has impressive revenue potential.”

Another important aspect of OutFit’s mission as a brand is to give back. Taking a page out of the TRX playbook – the functional equipment brand offers discounts and other deals for active and former military members – OutFit will offer free memberships for first responders and their families.

“It’s an organic, authentic way to get members of the police service, fire service and EMT out there working out with the citizens in the communities they serve,” Hetrick says. “It’s something we think is pretty special and we’re excited to continue it as we scale.”

As it looks to scale, OutFit plans to focus on growing its franchise footprint in the Southern and Western parts of the U.S. (and potentially Canada) for at least the next few years, where the climate is more hospitable to doing outdoor fitness year-round. 

That’s not to say OutFit won’t ever expand to the Northeast and Midwest, but snow-heavy locales aren’t in the cards just yet.

“We’re going to start with everything south of the Mason-Dixon Line and then look north on the Western side of the country,” Hetrick says. “There’s a couple hundred million people in that area, so you can build a decent-sized business on that.”

The post A ‘World-Class Gym on Wheels:’ Randy Hetrick Has Big Plans for OutFit Training appeared first on Athletech News.

Mindbody has released its 2024 Predictions report, revealing the top six wellness trends that consumers and businesses can expect in the upcoming year. 

What’s on the minds of consumers as they look ahead to a new year? And how can businesses meet the unique needs of fitness enthusiasts young and old? 

Read on to discover Mindbody’s six wellness predictions for 2024:

Strength Training Surge

Strength training leads the 2024 Predictions Report, perhaps predictably since more than 60% of consumers report including weight or strength training in their routine, and more than half of those who do work out two to four times per week.

As Mindbody’s report points out, strength training offers numerous benefits, including improved mobility and flexibility, and also lowers cardiovascular disease, diabetes and even cancer rates. 

Strength training offers something for everyone. While younger fitness enthusiasts may prefer strength training for appearance, mature fitness consumers may want to incorporate strength building for balance, increasing bone density and longevity. 

The Social Side of Wellness

Consumers can expect to see an increase in events hosted at salons, barbershops, and spas to build community and brand exposure. 

As the Mindbody report demonstrates, consumer demand for such events is there, with over a third preferring to choose wellness businesses known for their social events. Over 60% have attended or would like to attend a community-building event hosted at a salon, spa, med spa or wellness center.

Show Me the Science

In an age of doubt, consumers have come to expect science-based products and services and are predicted to become increasingly discerning over what they consume and use in their daily lives. 

Mindbody also predicts that consumers will opt for research and expertise, with over half already ensuring their preferred beauty products are supported by research and clinical studies. Millennials and male consumers, in particular, are more likely to look for science-backed evidence in their desired products.

As consumers become increasingly savvy, products will be held to higher standards, pushing manufacturers to ensure quality and results. Mindbody’s report reveals that over a third of consumers say effectiveness is the most essential aspect of a beauty product, while 23% share that clean or organic ingredients are the most important.

Don’t Sleep on Rest

With one in three Americans not getting enough sleep, Mindbody predicts sleep hygiene will catch on with consumers. 

As people continue to burn the candle at both ends, a ‘backlash against busy’ has developed, with consumers realizing that sleep deprivation doesn’t equal a gold star.

While many have a routine to ease into a (hopefully restful) sleep, over half of consumers also invest in smart beds, wearables and body pillows to enhance their sleeping hours. Consumers are also predicted to seek out holistic boutique wellness experiences, such as cold plunging, saunas and float therapy, to promote or complement a healthy sleep routine. 

Hot & Cold 

Speaking of holistic boutique wellness experiences, as 2024 approaches, Mindbody predicts demand for cold and heat therapies will continue to surge. 

Almost a quarter of consumers have experimented with cold or heat activities, such as cold plunging and infrared saunas, and 80% say they are interested in merging the two.

Tying into the expectation of science-supported experiences and products, consumers have begun to accept extreme temperatures in exchange for their vast recovery and mental health benefits.

Boomers Join the Wellness Craze

Mindbody predicts some leading boutique fitness operators will design classes and offerings for a more mature set of fitness enthusiasts and that older adults will head to fitness studios in larger numbers than before.

According to the Mindbody report, over half of baby boomers report prioritizing wellness now more than ever and over a third view strength training as more important than other wellness activities.

In preparation, ISSA, a leading fitness and wellness educator, recently launched a course that caters to training older populations. 

Older wellness enthusiasts, especially those who are retired, may also desire the community aspect of group fitness as a way to mingle and make new friends. 

Mindbody’s 2024 Predictions report can be viewed in full here. 

The post Mindbody Releases 2024 Wellness Trends: Strength Training Leads the Way appeared first on Athletech News.

In my previous article, we discussed the distinct advantages and potential challenges associated with both individual design and group coaching models. As a company deeply rooted in one-on-one coaching, at OPEX, we frequently get asked the question: “How can I incorporate an Individual Design service into my group-oriented gym?”

This is a complex one, given the varying motivations of different coaches, ranging from a complete transition to individual design to the implementation of a blended model. In this piece, we’ll explore the notion of creating a hybrid fitness model.

Essentially, a hybrid model is a model that has two distinct service offerings under one roof, ID and Group.

The crucial first step for coaches considering this approach is to identify their connection to each model and establish a strategy for marketing both aspects. Regrettably, some coaches have solely incorporated individual design as a means of financial gain, resorting to group coaching as a fallback option for clients reluctant to adopt the former. This strategy could prove to be a pitfall in the long run as it may not serve the best interests of the clients or meet them where they are, leading to a lack of results, engagement, alignment and, potentially, higher client turnover.

When contemplating the introduction of this hybrid model, the primary focus should be the coach/owner deciding what success means to them. What do they believe to be the highest order for delivering fitness? Is there a service offering they would like every member to eventually adopt? While individual design allows for deep coach-client relationships and tailored prescriptions, it may not be the perfect fit for everyone. Some clients may thrive in a group environment, at least for a certain period.

In our experience, clients who gravitate toward individual design often have previous fitness experiences that fell short of expectations, appreciate the benefits of personal coaching and are prepared to take their health and fitness journey seriously.

Pros of the Hybrid Model

• Greater Revenue: The hybrid model offers an opportunity to charge a premium for a high-touch service, thus enhancing revenue.
• Enhanced Client Success: A dedicated focus on individual goals increases the likelihood of clients achieving success.
• Reduced Churn: The hybrid model fosters client engagement and provides clear fitness pathways, reducing the likelihood of clients leaving.
• Deeper Relationships: Coaches can establish more meaningful relationships with clients, which can improve client satisfaction, boost retention rates and enhance coaches’ professional fulfillment.
• Options: This model provides an array of service offerings to cater to diverse client needs.

Cons of the Hybrid Model

• Divided Focus: Juggling two distinct service offerings can dilute a coach’s focus, innovation and attention.
• Potential Resentment: Balancing two models under one roof could lead to internal discord due to the natural hierarchy that might emerge.
• Lack of Fulfillment: It’s natural for coaches to resonate more with one model, leading to potential dissatisfaction with the less-preferred model.
• Market Confusion: The market may struggle to understand the gym’s offerings, making it challenging for the business to establish a distinct niche.

While integrating an individual design model within a group coaching context presents intriguing possibilities, it also requires thoughtful consideration and strategic planning.

The hybrid model’s potential for enhanced revenue, client success and deeper relationships is compelling, but challenges such as divided focus and market confusion cannot be overlooked. The key to successful implementation lies in ensuring that both ID and Group are genuinely serving the best interests of the clients and aligning with their unique fitness journey.

See Carl’s previous article here.

Next week’s column: How To Assess Your Clients

Carl Hardwick, CEO of OPEX Fitness & CoachRx, is a strong advocate for bringing honor to the coaching profession and raising the value of all fitness coaches. He lectures frequently about program design, business systems, and building a sustainable coaching career. Follow him on Instagram @hardwickcarl and OPEX Fitness on YouTube

The post Coaches Corner With Carl Hardwick: Implementing Individual Design in a Group Gym appeared first on Athletech News.

Barry’s is a household name among fitness enthusiasts in major markets like LA, New York and Miami, its HIIT workouts enjoying a cult-like following among devotees drawn to the brand’s unique blend of high-intensity cardio, strength training, music and signature red lights. 

In large parts of the country though, especially non-urban hotbeds, the boutique fitness brand isn’t yet as well known. That’s all starting to change, thanks to a yearslong plan carried out by Barry’s CEO Joey Gonzalez, which has included a marketing overhaul – Barry’s dropped “bootcamp” from its name in 2019 – and the deliberate positioning of Barry’s as a luxury brand in the now-crowded boutique fitness space. 

With those plans in full force and the pandemic now in the rearview mirror, Gonzalez believes Barry’s could quadruple its current 48-studio footprint in the U.S. before 2030. 

“Based on the whitespace proof we have in the market now, I could see us reaching 200 U.S. locations in the next five years or so,” Gonzalez told Athletech News in a wide-ranging conversation about the boutique fitness brand’s history, current strategy and future plans. 

While the 200-studio number isn’t set in stone, the fact that it’s in Barry’s plans at all speaks to the brand’s success over the last eight years under Gonzalez’s stewardship, as well as the timelessness of the HIIT concept that the brand’s namesake, Barry Jay, created when he founded the company in 1998. 

“I can’t say that when I started out, I imagined us growing as largely as we have,” Gonzalez admits.

Now the brand’s global CEO, Gonzalez has been a part of the Barry’s team in some form or another since 2005, when he became an instructor for the then-upstart boutique fitness concept after being spotted in class by Jay himself in a studio in Los Angeles.

“I’d grown up being a performing artist from age 13, working in film, TV, theater, being on stage and on screen, and I studied that throughout school,” Gonzalez says. “There’s this entertainer aspect that you have to bring to the Barry’s experience, we call it the ‘enter-trainer,’ that I was well-seasoned in.”

Gonzalez’s love for Barry’s signature HIIT-style workouts, which feature a blend of high-intensity cardio on the treadmill and strength training moves on the floor, all set to dimmed red lights and curated music, only grew from there. He soon convinced Jay and the company’s investors to let him get in on the action in a bigger way.

In 2009, Gonzalez opened his first Barry’s studio, in San Diego, followed by others, including one in New York City’s Chelsea neighborhood, which served as the inspiration for what would become the modern-day look and feel of the Barry’s brand. During that time, Gonzalez also took on management roles within the company, including serving as its chief operating officer. 

“I invested every last penny I’d ever earned into building the business and scaling it,” he said. “My story is just about heart, courage, risk and following something that you really love and believe in. Luckily, there was a happy ending.”

Foresight may have had more to do with the happy ending than luck, though. Gonzalez knew from the beginning that Jay was onto something with his HIIT-style workouts and club-like group fitness environment. 

“When Barry’s opened, there was no such thing as the boutique fitness category,” Gonzalez notes. “Barry (Jay) was really the first one. I call him a mad scientist because he took a challenging workout, one that was anchored in HIIT, which didn’t really exist at the time, and opened this studio in the middle of West Hollywood and saw immense success.”

Back in the early 2000s, Barry’s was “boutique” in every sense of the word – its locations featured a single, small studio area, even smaller lobbies and oftentimes one just bathroom. 

“There was always this sort of nervousness about the brand’s ability to survive outside its own backyard,” Gonzalez notes. “It took me to come in sort of wide-eyed and optimistic about how this business could scale. But I just knew, because I had friends and family coming in from different cities within and outside of the U.S., saying, ‘Oh my gosh, this would do so well where I live.’” 

Building Barry’s: From ‘Bootcamp’ to Inclusivity 

The workouts themselves haven’t changed too much since those early days. The typical Barry’s class is still seeped in high-intensity interval training, featuring some combination of challenging bouts of cardio and strength training, all set to pumping music led by enthusiastic and personable instructors inside the brand’s signature Red Room. Over the years, Barry’s has also introduced new class types like Lift, a strength-training-only workout, and Ride, a HIIT workout performed on spin bikes.

However, as Gonzalez has scaled the brand, Barry’s has moved away from some of the more hardcore, brash elements of its younger days. In 2019, the boutique fitness company dropped the word “bootcamp” from its name as part of a complete rebrand that included changing its logo from an army-centric concept to a more sleek and modern design. 

For Gonzalez, the decision to move away from the bootcamp moniker and military theme reflected a shift in the way Barry’s instructors teach the class now compared to those early days. 

“Back in the late ‘90s and early 2000s, Barry (Jay) and his trainers were very hardcore, it was a very intimidating class. It wasn’t nearly as positive and friendly as it has become today,” Gonzalez shares. “The word bootcamp made sense because of the attitude that took place in the Red Room, but that’s been sunset and that’s not how we are anymore.”

For example, Barry’s classes are now designed to cater to people of different fitness levels. In each class, instructors give class members beginner, intermediate and advanced ranges for both cardio and strength training movements. During a timed three-minute run on a treadmill, an instructor will provide participants with three different speed levels. For strength training, different weight ranges are provided for people at beginner, intermediate and advanced levels.  

Luxury Brands ‘Don’t Want To Franchise’

In many ways, the 2019 rebrand encapsulated what had been going on behind the scenes at Barry’s HQ for several years already at that point under Gonzalez’s watch. 

When he took over as global CEO in 2015, Gonzalez made it part of his 100-day plan to buy back the locations Barry’s had franchised in the U.S. The company no longer franchises domestically and every Barry’s location in America is now corporately owned, except for one in Miami.  

“While rules are made to be broken, there is a rule that if you’re a premium luxury brand, you don’t want to franchise, especially within your own country,” Gonzalez explains. ”Knowing that was where we were headed, I felt it was best for us to really own and control the brand within the U.S.”

For Barry’s, positioning itself as a luxury brand serves as a way to stand out. The boutique fitness space has become much more crowded and competitive since 1998, with new players, including many purporting to offer a similar HIIT-style workout, cropping up across the globe.

“If you do pricing metrics in every market, you’ll see that we’re definitely near the top,” Gonzalez notes. “But we also deliver what we hope is a better experience, and a more luxurious experience, with our amenities, our partners, our build-outs, and the level of our trainers.”

The process of becoming a luxury brand had been in the works since before Gonzalez became CEO. In 2011, when he opened a Barry’s location in Chelsea, Gonzalez set out to make the studio a premium space fit for one of New York’s most upscale neighborhoods. 

“It was the first time we had locker rooms, showers and premium amenity partners,” Gonzalez notes. “I added a Fuel Bar and my husband (Jonathan Rollo, founder of Greenleaf Kitchen & Cocktails) developed all of the recipes.”

The Chelsea location became the catalyst and inspiration for what would become the modern Barry’s studio experience.

“That model is what we scaled 84 times around the world,” Gonzalez says, referring to the current number of Barry’s studios, including international locations.  

Barry’s Plots Post-Pandemic Expansion

While the pandemic dealt a shock to the boutique fitness market – somewhere between 15% and 30% of studios have permanently closed, depending on which statistics you look at – Gonzalez believes Barry’s has weathered the COVID storm and has emerged in better shape than ever. 

“We’re 99% recovered across our entire U.S. system and even more than that internationally,” he says. “We even have markets like LA and New York that are actually busier than they were pre-COVID.”

Today, Barry’s is once again profitable, with annual revenue on track to surpass $100 million, according to the company. The brand has experienced a 40 percent year-over-year increase in revenue in 2023, which bodes well for future expansion.

While some markets, like Chicago, are still dragging, Gonzalez puts that down to outward migration those areas experienced as a result of the pandemic. One of Barry’s key near-term goals, Gonzalez shares, is finding ways to improve attendance numbers at studios in those troubled locations. 

Barry’s other big near-term goal is ramping back up its expansion plans, both domestically and internationally. It took some time, but the company is finally back in the position of feeling good enough about its cash-flow post-pandemic to resume those efforts. 

“Just in the last few weeks, I’ve had half a dozen meetings on where we go next and why,” Gonzalez shared. 

The company has six locations across the U.S. that are confirmed to be coming to market in the next several months. That includes one in Scottsdale, Arizona, a town of around 241,000 near Phoenix, which may be indicative of Barry’s plans to branch out and open more studios in areas that aren’t considered urban hotbeds.

Gonzalez didn’t say so explicitly, but if Barry’s wants to hit its ambitious target of 200 domestic studios in the next five years, expanding to more markets like Scottsdale seems inevitable. 

“We really want to grow and we really want to enter neighborhoods in trade areas where there’s pent-up demand and people are excited about Barry’s,” Gonzalez said of the brand’s expansion plans. 

Barry’s also has plans to expand internationally – it currently has 36 studios outside the U.S., with new ones set to open soon in Bahrain and Tel Aviv. 

Wherever the boutique fitness concept goes next, Gonzalez believes Barry’s is well-positioned to shake off competition from the many other group fitness concepts the HIIT pioneer will encounter as it expands. 

Besides offering a luxury experience, Barry’s biggest differentiator, according to its CEO, is the fact that the boutique fitness brand still has the best HIIT workout in the business.

“I believe Barry’s is best in class at delivering a high-intensity interval training workout that has both the strength training component and the cardiovascular component in an immersive, fun experience,” Gonzalez explains. “Most HIIT workouts that you take nowadays will potentially deliver a comprehensive and efficient workout, but you won’t necessarily be immersed in the mood, the lighting and the music. That’s almost reserved more for the cardio (only) workout methods.”

The true magic of Barry’s, Gonzalez says, is its ability to bring the cardio and strength training worlds together in an energetic and engaging way. 

“You’re doing both and you’re having this wow experience, where you know when that chorus hits, you’re sprinting, or you’re doing burpees on the floor, and it feels amazing,” he says. “I haven’t experienced another HIIT class like it.”

This story has been updated to reflect new information on Barry’s financial numbers

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Adidas and Les Mills have unveiled a new science-backed strength program that is on-brand with the desires of younger fitness enthusiasts, such as building core control and functional strength.

With a strong mind-strong body approach, the latest workout comes as international research demonstrates that 16 to 26-year-old fitness enthusiasts prefer strength training as their top workout, and 68% enjoy working out in high-energy training environments, according to Les Mills, which has studied Gen Z extensively.

The data, collected from over 4,000 young fitness enthusiasts, also showed that 71% of Gen Z’ers enjoy bodyweight training, 63% practice Pilates and 57% engage in yoga sessions. Harnessing this information, Les Mills Shapes and Adidas provide a strength-focused workout inspired by Pilates, Barre and power yoga.

The data-driven workout with next-gen appeal is accompanied by the Dropset 2 and strength collection from Adidas, which is designed for strength-based workouts. To showcase the power of Adidas, Les Mills instructors sported the Dropset 2 and strength collection during the live filming of “Les Mills Shapes” at the LA Convention Center last week. 

As 72% of young fitness enthusiasts have adopted a hybrid model, working out in the gym and elsewhere, Les Mills Shapes is available on both the Les Mills+ training app and in-gym. 

The new Les Mills Shapes shows the group fitness creator is delivering on its mission to build a savvy omnifitness strategy. The company appointed two new executive team members last summer with plans to get people moving and introduce exciting, consumer-driven experiences. The latest workout follows a new Les Mills campaign featuring “Ted Lasso” star Brett Goldstein, targeting the 64% of Gen Z’ers who have yet to adopt a fitness routine.

The Adidas x Les Mills partnership is supported by membership rewards and benefits across adiClub and Les Mills+. Members of adiClub will receive discounts for the Les Mills+ training app subscriptions and can unlock adiClub points whenever they complete an in-app Les Mills workout. 

As for Adidas, the activewear brand says the new workout unveils the next chapter of its collaboration with Les Mills.

“As we aim to build a community of stronger and happier people together in virtual and IRL spaces and push boundaries on the formats of what a workout can be, we also want to offer specifically tailored products – like the Dropset 2 and Strength collection – to help enable our community to achieve their fitness goals,” said Aimee Arana, general manager of sportswear & training for Adidas Global. “Together, we want to innovate the way you experience fitness. Together, we want to inspire millions more to move.”  

Earlier this year, Adidas and Les Mills announced a brand partnership to accelerate immersive next-gen workout offerings, using live fitness experiences to inspire young consumers. Les Mills CEO Clive Ormerod said the partnership would redefine fitness for the upcoming generation.

“Acknowledging the changing needs of movers, we’re creating innovative new training programs to meet the expectations of the next generation,” Ormerod said of the new Les Mills Shapes workout. “We know the best workout is the one you actually do, so this partnership is built to deliver community, fitness, and joy – all the ingredients required for a motivating training experience that movers will keep coming back to.”

Ormerod added that the ongoing partnership with Adidas will inspire new experiences, including VR workouts. 

The post Adidas & Les Mills Launch New Workout for Next-Gen Fitness Enthusiasts 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.

CR Fitness Holdings, a leading Crunch Fitness franchisee, has been on an expansion tear as of late, recently surpassing the 50 location mark as it eyes 100 clubs by 2026. 

A key reason for the Crunch franchisee’s success is its commitment to offering a broad range of high-quality group fitness classes specifically tailored to the member profiles of its individual club locations in Florida, Georgia, North Carolina and Texas.

Alyssa D’Aquino, vice president of group fitness at CR Fitness Holdings, tells Athletech News that when CR is opening new franchise locations, it makes group fitness a priority.

“We make sure we open a club with at least 55 to 60 classes and work from there,” D’Aquino says. “Our really strong clubs at the moment have over 100 classes a week.”

Group fitness is “a huge part of the presale process” when CR is opening new clubs, D’Aquino notes. That includes surveying new members on their preferences in terms of class types and scheduling, as well as educating them on Crunch programming. 

By the time a CR Fitness-owned Crunch club opens, D’Aquino and her team have a strong idea of the types of classes they should offer and with what frequency, based on the feedback they get from the location’s first batch of members.  

“Right off the bat, we’re able to come in without having to just throw things up in the air and see if they stick,” she says. 

Part of CR’s commitment to group fitness stems from the larger Crunch Fitness brand, which offers over 100 class formats spanning just about every modality a member could want, including many proprietary formats and partnerships with top brands including Zumba. At the corporate level, Crunch adds around 10-12 new classes each year so things don’t get stale for members at its 400-plus locations. 

“We always say at Crunch that we want it to be members’ one-stop shop, for them not to feel like they have to go to multiple studios or different gyms,” D’Aquino says. “When they come here, they have a spin studio, boxing, hot yoga, fitness-style classes, bootcamp, it’s all in one. And we offer it all for a ridiculously low price.”

But CR Fitness takes things a step further. Most franchisees don’t have the operational expertise and financial resources of the Brandon, Florida-based company, which has investment from North Castle Partners, a private equity firm whose health, fitness and wellness portfolio includes brands like Equinox, Barry’s and Therabody.

“We’re not afraid to take risks,” D’Aquino says. “If it’s something new, we are the first franchise to go ahead and test-run it. We were actually the ones pushing for boxing to become a part of the Crunch umbrella.”

Last fall, CR Fitness helped Crunch officially launch its boxing classes, which have become popular amid the rising popularity of strength training. 

The team at CR Fitness also places a high emphasis on the way it designs its group fitness spaces. That includes deviating from the corporate Crunch playbook at times.

Around a year ago, CR Fitness realized that Crunch’s HIIT Zone, the brand’s signature functional training area, which is typically found in an open layout in the middle of the main gym floor, would be better off in an enclosed space to give it a studio-like feel and encourage more people to take classes. 

“Having it out on the floor is great because it draws a lot of attention, but we were also getting the opposite, having members complain,” D’Aquino says. “It’s tough to put on a class in the middle of a club.”

The move paid off and now CR Fitness uses the walled-off design concept at most of the new clubs it opens.

Trends in Group Fitness

In terms of which group fitness classes and exercise modalities are popular with Crunch members right now, it’s mostly a matter of broader fitness industry trends, according to the CR Fitness executive. 

While it differs slightly on a club-by-club basis, D’Aquino says that at the macro level, across all CR Fitness clubs, the most popular classes right now include strength-based classes, Pilates and boxing. HIIT training remains as popular as ever, but the focus has shifted to Crunch’s more strength-focused classes as opposed to cardio-heavy offerings. 

Pilates has surged in popularity just over the last few months, D’Aquino has noticed, a trend she puts down in part to preferences among fitness influencers, who have been honing in on things like core strength. 

“Everything is so tied into social media,” D’Aquino says. “I teach my group fitness managers to stay on trend and see what influencers are posting. Not that we’re going to base our entire business (off that), but that’s how the world is right now.”

On the other end of the spectrum, cycling has fallen from its pandemic-era height of popularity, although there are still some individual CR Fitness locations where Ride, Crunch’s spin class, is still the most popular group fitness class. 

D’Aquino is quick to point out the cyclical nature of trends in the fitness industry, so the popular group fitness modalities of today might not stay on top for long, and vice-versa. 

“I always say the fitness industry is a trend, it’s like this constant wheel of things that become trending and then trend back down, so it all comes back around,” she says.

There are some classes – and brands – that stand the test of time, however. 

“Zumba is always among those classes that perform very well,” D’Aquino says. “We know if we throw Zumba on the schedule, it’s going to (get people interested in) everything else that we have.”

Group Fitness Rebounds From the Pandemic

Echoing the findings from others in the group fitness space, D’Aquino says consumer demand for in-person classes has mostly returned to pre-pandemic levels across CR Fitness clubs, although it took a little while for things to get back to normal. 

“I would say this past January was the first time (since the pandemic) where we had a true January,” D’Aquino said, referring to what is typically the busiest month for buying gym memberships.

However, as with modality preferences, things can vary on a club-by-club basis. 

“Our club in South Tampa, for example, their group fitness never really popped right back off, but their HIIT Zone was so strong, so we made sure we capitalized on that area and gave them a bit more customized formatting,” D’Aquino says. “Now they’re doing better than ever.” 

That showcases CR Fitness’ approach of analyzing and understanding each club for its unique features, including member demographics, and creating group fitness programming that will do best at that location.

At each club, D’Aquino and her team set out to create a unique and thoughtfully designed group fitness schedule, matching classes with what will give that club’s members the best experience. It’s a complex logistical undertaking, but one that pays off with increased member engagement and time spent in-club.

“It’s like creating a puzzle and being very systematic on when you run certain classes, making sure they don’t battle against each other and creating a flow of classes we want the member to take,” she explains. “Maybe they’re going to do a fitness-style class into a spin class into a yoga class. It all matches up, so they’re there for two to three hours instead of just coming in and going out.”

The post How the Top Crunch Fitness Franchisee Uses Group Fitness To Fuel Expansion appeared first on Athletech News.

Fitscope is on a mission to be at the forefront of the fitness industry’s digital content revolution. If the brand has its way, people will be streaming Fitscope classes on cardio machines everywhere, from their local big-box gym to their basement. 

Over the last three years, Fitscope has enjoyed rapid growth in the at-home fitness market. Now the brand is looking to leverage its success with on-demand studio classes on the commercial side.

Fitscope Commercial is a subscription offering geared for gyms, hotels and other workout facilities that want an economical option to provide group fitness classes. At $50 per month per location, gyms can stream on-demand cardio classes to computer-connected monitors and TVs in group fitness rooms. The complete Fitscope library of over 1,200 classes will be available, covering every major cardio machine, including cycles, treadmills, ellipticals and rowers. 

Additionally, the Fitscope app can be downloaded onto equipment with Android-based consoles. Fitscope is working with OEMs to pre-install the Fitscope app on connected cardio equipment to make it easy for gyms to set up the service and make it available for their members.

Fitscope recently announced its first OEM deal with Bodycraft, which has started shipping equipment with Bodycraft’s new Connect-22 monitor pre-installed with Fitscope. The monitor can be ordered on bikes, treadmills, ellipticals and rowers. Fitscope’s growing library of over 1,200 classes has studio workouts for all those machines and more.

“This opens up new scheduling options for gyms,” said Ed Stansfield, founder of Fitscope. “Since pricing is fixed, group on-demand classes can be scheduled at hours that don’t necessarily make sense for live instruction. Or it can be used to replace live instruction altogether for significant cost savings.”

Disrupting the Fitness Content Space

Stansfield got the idea to create Fitscope when he experienced the limitations of accessing Peloton workouts while living in Hong Kong. Since the connected fitness company’s bikes weren’t available for purchase in the East Asian country at the time, Stansfield was forced to use a generic spin bike and follow along as best he could using the Peloton app.

“I realized the value proposition that was interesting about Peloton wasn’t so much the equipment, it was the app,” he recalls.

Unlike other fitness content providers that focus on specific workout types, Fitscope sets itself apart by offering content for many types of cardio machines. 

Fitscope’s online content library has grown to feature over 1,200 on-demand classes, each led by expert instructors and catering to various fitness levels and preferences. On the Fitscope app, you can find a class for pretty much any type of cardio machine, from the treadmill to more specialized devices like vertical climbers and functional trainers. 

Stansfield believes a big part of what sets Fitscope apart from the litany of other fitness content providers is the scope and depth of its offerings. 

“There are a lot of companies out there doing spin classes or rowing classes, but that’s just the tip of the iceberg for us,” he says. “We have categories built across all types of very niche-focused machines.”

The company also produces content for non-machine categories like yoga, stretching, strength training and core work, although its bread and butter is cardio equipment. 

Fitscope currently has around 30 instructors, each of whom brings diverse and high-level fitness experience to the platform. Being situated in Los Angeles, a city with a thriving and eclectic boutique fitness scene, gives Fitscope a unique level of access to talented teachers. 

The Fitscope team travels to studios across LA to take classes and hand-selects the instructors that are popular with audiences.

“We find somebody who is really popular, we do their class and then we talk to them about joining Fitscope,” Stansfield says. “So when we make an elliptical class or a vertical climber class, for example, the trainers we’ve recruited have already been doing those classes in a studio in LA. They’re already experienced on what people like, how far to push people and how to motivate people.”

A Unique App

Aside from its deep content catalog and high-quality instructors, a key aspect of Fitscope’s value proposition lies in its mobile app, which syncs to cardio equipment and heart-rate monitors using Bluetooth FTMS, the industry standard for connected fitness equipment. Users exercising on FTMS-equipped machines can see real-time data displayed on their phones or tablets while taking a class on the Fitscope app.

“If you’re doing a cycling class, you can see all the metrics from your console on the screen, like RPMs and watts,” Stansfield explains. “For a treadmill, you can see your miles per hour.”

Fitscope instructors incorporate those metrics into their sessions, giving classes an extra bit of excitement and personalization. For those without access to Bluetooth-enabled equipment, the Fitscope app displays metrics from the instructor’s machine on-screen.

Since manufacturers often send their machines to Fitscope’s studio for content production purposes, the company is uniquely positioned to be able to ensure its app pairs with as many types of cardio equipment as possible. 

“We actually test on equipment from a wide range of brands and then we make tweaks to the FTMS setting to make sure that our app pairs with as many pieces of equipment as it can,” Stansfield says. “Because of that, our app ends up working with a lot more equipment than other apps that are using FTMS.”

Many Options for Consumers & Gyms

In a strategic move to gain market share and expand its reach, Fitscope recently introduced a free subscription tier to its app. With Fitscope Free, users get access to seven classes per category, or 70 classes in total, for no charge. The free classes are updated every month and feature a mix of different program lengths, types and instructors, so users get a complete picture of what Fitscope has to offer. 

“Our biggest issue is getting people to try Fitscope,” Stansfield says of the decision to introduce a free tier. “Once they try it, usually they subscribe and stay subscribed for over a year. All of our retention and conversion metrics are really strong. But marketing is expensive, so we want to get Fitscope out there and make Fitscope ubiquitous across as many devices as possible.”

Fitscope’s paid subscription offers full access to the brand’s vast library of over 1,200 on-demand classes, all for a price as low as $99.99 per year for an individual user, making it a compelling value proposition for fitness enthusiasts.

In addition to its direct-to-consumer endeavors, Fitscope also has a fast-growing B2B business. The brand licenses its classes to platforms like FitnessOnDemand and even creates some white-labeled content for OEMs including Bowflex and Bodycraft. Fitscope classes consistently place in FitnessOnDemand’s monthly Top 10 rankings, so the partnership has served well to increase brand awareness.

Stansfield doesn’t see Fitscope’s different business models as competing with each other. The important thing, he believes, is getting the Fitscope name out there, whether that’s directly to consumers through the company’s app, on cardio machines in gyms, on on-demand platforms, or through white-label partnerships.

“This is the way the television industry has worked for years,” says Stansfield, recalling his former days as a TV executive. “Some of the biggest shows on Netflix have actually been produced at Warner Brothers Studio. Warner Brothers has their own HBO Max app, yet they’re still happy to license some of their content to Netflix and produce content for them. I think that’s how the fitness ecosystem will ultimately evolve.”

The post Fitscope’s Plan To Revolutionize Group Fitness With On-Demand Classes appeared first on Athletech News.

VSL Fighting Equipment, a full-service, one-stop shop for gyms and franchises looking for branded boxing gear and fitness accessories, has seen a resurgence in strength-based group fitness, particularly boxing. 

Founded by trainer and fighter Joey Valle and Jim Lyman, VSL provides custom-branded boxing gloves for notable companies such as Equinox and RockBox.

In addition to offering a wide range of pro gloves, mitts, headgear, Hitstix and newer items such as vegan leather pro boxing gloves, punchy and colorful animal print hand wraps, and police and firefighter-inspired boxing gloves, the equipment company maintains a forward-thinking approach on how to best serve gyms and franchises.

“We’re always looking at new technologies that we can use,” said Jim McClafferty, CEO of VSL, sharing that the full-service gear company is seeing increased interest in their washable, soft-material gloves that can be placed in a washing machine and dryer. 

“That’s very appealing to some of the gyms that we work with,” McClafferty said, adding that the ability to clean and provide freshly washed gloves for fitness enthusiasts has attracted several operators.

As group fitness classes and studios gain continued traction with fitness enthusiasts and the need for equipment increases, VSL has also offered to do the warehousing and fulfillment of goods for some of its customers.

After manufacturing fitness gear to a client’s specifications, VSL conducts quality control and review of the products, repackages and relabels them before shipping them to a distribution center. This level of service allows fitness franchises to focus on their businesses.

“We take that which tends not to be a core competency — the fulfillment of product manufacturer — we take that out of their hands and we take care of that because that’s our expertise,” McClafferty said. “It allows the franchise companies to focus on what it is that’s important to them – satisfying their members, making sure that the members are having a good experience and expanding the footprint and supporting their franchisees.”

McClafferty sees a missed opportunity for many fitness franchises and gyms, one that businesses shouldn’t overlook.

“There’s a large revenue stream available in addition to just the monthly membership fees that they have. It’s actual product sales,” McClafferty points out. “And when you look at boxing equipment, a lot of the gyms are adding boxing classes to the offerings that they have. There’s a huge opportunity there for additional revenue for them by selling the product to the individual members.”

McClafferty also sees a significant opportunity to provide branded gloves to businesses to expand brand awareness and visibility.

“It’s an opportunity for (fitness operators) to continue to expand the brand,” he said. “If I’m walking around with a pair of boxing gloves that say ‘Equinox’ on them, it’s more brand exposure for Equinox outside of the studio.” 

As for the popularity of strength training and boxing programs, McClafferty notes that it’s exploded in the last couple of years. 

“When gyms started opening up again, we saw a resurgence,” he said. “We saw people going back to the gym and I think the popularity of boxing continued to grow. So there’s a lot of people and a lot of gyms that are adding those capabilities to their gyms that they didn’t have before.”

McClafferty says that the fitness enthusiasts who participate in boxing run the gamut from moms going to the gym during the day while their kids are in school to those training to compete in charity events. 

Overall, McClafferty says it’s VSL’s expertise that enables fitness businesses to be free from having to deal with manufacturers, shipping and quality control.

“We take all those hassles out of their hands so they can focus on what is really their core company and building a footprint,” he said. “(They) don’t have to worry about, you know, what happened to that batch of gloves? Is it on the shipping container? Is it stuck in customs? The thumb is not the same way on this one as it was from the last time that I bought it. We handle all that stuff for them. When it comes in, they get their products on time in pristine condition and they can focus on what they need to focus on.”

The post Gyms Can Benefit From the Rise of Group Boxing, VSL Fighting Equipment CEO Says appeared first on Athletech News.

Rumble Boxing, the Xponential Fitness-owned group fitness concept, is hosting its annual week-long block party at its studios nationwide, inviting fitness enthusiasts new to the brand and celebrating its current members.

The ’90s-themed event is playing throwback hip-hop, pop, one-hit wonders, rock, dance and greatest hits as new Rumblers and members work out to full-body boxing and strength classes. 

Those new to Rumble will be invited to receive member deals and have a chance to win prizes and complimentary Rumble classes.

“We’re excited to invite guests to glove up to specially crafted playlists featuring the best of the 90’s, guaranteed to transport you back to an era of iconic hits and unstoppable energy,” said Rachelle Dejean, chief marketing officer of Rumble Boxing. “The Rumble Block Party is more than just a week of workouts, it’s a celebration of community, music, and the power of coming together for a collective goal. Whether you’re a seasoned boxer or a first-timer, Rumble promises an unforgettable week filled with sweat, energy, and camaraderie.”

Rumble is having a busy summer this year, having also partnered with Live Nation and Movement Live by Michelob Ultra for an “unconventional fitness experience” where attendees participate in a live, 45-minute shadow boxing and strength workout led by Rumble trainers. After the workout, a dance party starts with special musical performances and a chance to enjoy a cold, post-workout treat: Michelob Ultra, a 95-calorie beer with 2.6 carbs and zero artificial flavors or colors.

Group fitness modalities, particularly those that are strength-based, are seeing a resurgence.  While the pandemic may have led to an at-home fitness boom, fitness and wellness enthusiasts are now flocking to boutique fitness experiences with a community-based approach. 

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