ClassPass has unveiled its latest innovation: the integration of food and beverage options into its bookable experiences. With tens of thousands of studios, gyms and spas already on the platform, ClassPass is now introducing ways for its members to refuel after workouts or wellness visits. 

“After we expanded into beauty and wellness offerings in 2018, we were eager to continue to find ways to bring more experiences to our members. Food and beverage always felt like the natural next step,” said Fritz Lanman, CEO of Mindbody and ClassPass. “Our members have come to realize wellness is so much more than fitness – and it means something different to everyone. We are excited to continue to expand our offerings to fit our members’ wellness lifestyles.”

Since its founding in 2013, ClassPass has evolved from a pure fitness booking platform to a more holistic system. With the new launch, ClassPass users in New York and Miami can now redeem their credits for snacks and meals at participating locations. Additional restaurants and eateries in new cities will be rolling out in the next few months, the platform said.

ClassPass was acquired by Mindbody in 2021, after a tumultuous couple of years during the pandemic. Now that in-person experiences are back and bigger than ever, the platform has been capitalizing on consumers’ desire for holistic, community-driven in-person experiences.

Entering the food and beverage brings ClassPass a step closer to being a one-stop shop for health and wellness-focused consumers. By entering the wellness-focused food and beverage category, the platform and its parent brand Mindbody are looking to disrupt the a that’s been dominated by established players like UberEats DoorDash, and even local smoothie shops. 

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ClassPass was founded in 2013 by Payal Kadakia and Mary Biggins and has since shaken up the fitness and wellness industry. Acquired by Mindbody in 2021, the subscription service allows users to book classes and experiences at thousands of studios, gyms, salons, and spas using credits. 

Classes are available in more than 2,500 cities worldwide, and the service also comes with over 4,000 on-demand workouts. 

Now that in-person workouts are back and seemingly bigger than ever, Athletech News decided to give ClassPass a try.

Pros 

For those who appreciate variety, ClassPass certainly delivers. It not only offers mainstream, nationwide studio brands like Barry’s, Solidcore, and SoulCycle, but local establishments as well. The service is best for those who want to step outside their usual routine to try out more health and wellness businesses in their area. One of the best parts of using the app was getting to try all the studios in my area that I had long overlooked.  

Each class or service is a listed number of credits, which depends on the time of day, user demand, and the number of times a user has visited.  Membership costs range from as little as 6 credits to as many as 100 credits per month, which ranges from around $20-$200. Users can browse classes by credits, and many studios have a “first-timers” deal, so trying out different workouts and services is encouraged. 

I found the process of hunting for deals enjoyable. If you have flexibility around timing, ClassPass could be a great fit, as credits go a lot further during “off-hour” workouts. There were also limited-time deals that provided great value. For example, some studios or services had a limited-time discount. ClassPass is also great for travelers, as it works in most major cities, so users can maintain their workout routine on the road. 

The service also limits the number of workouts you can do at certain studios, which forces variety. Class reviews were moderately helpful for finding new spots, but most of the reviews were very positive: I was hard-pressed to find an overall studio rating under 4.7/5. There were also no written reviews, which could be a good value-add for the platform. Adding friends on the service also allows users to see where their connections are going for inspiration, which I also found to be a fun way to align workout schedules. 

ClassPass also offers beauty and wellness services, which are easy to book. It requires a user request to book a service for a specific time, which the business then approves. My approvals were quick, generally just several hours, and I liked that I could make a reservation digitally even at small businesses. 

Cons

Many of the downsides of ClassPass are area- and preference-dependent. For example, class credit costs unsurprisingly vary a lot by area. A class in New York will likely be more expensive than one in Washington D.C. or Boston. Convenience also obviously varies by location; for example, in certain parts of New York City, there are very few businesses available on ClassPass, but in others, there is one on every block. 

Most of the “hidden gem” classes are around 3-4 credits in bigger cities, larger studios are 5-10 credits, and popular workouts like Solidcore, SoulCycle, and CorePower Yoga are 10-14+ credits. The popular studios also book up quickly in some areas.

One downside of the service is that the number of credits a user can roll over month to month is dependent on membership tier. For example, if you buy 18 credits per month, you can only roll over 18 credits. For those hoping to save up credits for a larger service like a massage, that might not be possible if you have a lower-credit membership. Adding credits is possible but might not make sense financially depending on the desired service.

Lastly, although this is typical in the world of workout studios, cancellation fees are high. This provides built-in accountability, but also might not be best for those who have variable schedules. 

Final Thoughts 

Overall, ClassPass is a great service that will add variety to your workout and wellness routines. For those with flexible schedules, credits will likely go further, but it can drive value for all users who have enough participating businesses in their area. 

Read more ATN Product Reviews here.

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Spending time outdoors could be just what the doctor ordered. The Mindbody 2024 Wellness Index and ClassPass 2023 Look Back Report have highlighted the data-supported benefits of focusing on nature.

According to the Mindbody Wellness Index, 39% of consumers recognize the critical role of spending time outdoors in maintaining mental well-being, citing its contribution to a more balanced life. 

Wellness retreats have cropped up, tailored to combat the loneliness epidemic, particularly for men. Companies like Evryman and Junto host men’s retreats in locations like Joshua Tree and Costa Rica, filled with meditations, hikes and group activities. Around 13% of consumers are venturing into camps or retreats that prioritize activities connecting them with nature. Just a weekend-long escape can ground consumers and reduce stress levels. 

Even a simple walk can have a big impact. Over half of the population (52%) considers outdoor walking an indispensable part of their general fitness regimen.

Research supports that just 20 minutes a day spent in nature can markedly reduce stress levels. Companies like Apple have leaned into the walking trend, building out its “Time to Walk” offering on Apple Fitness+, where consumers can hear prerecorded stories from celebrities during a walk.   

Parallel to the pursuit of nature, 2024 is also marked by adults rediscovering the joy of play. ClassPass’s Look Back Report demonstrates a 92% increase in sports and recreation bookings from the previous year.

Golf is the fastest-growing activity, followed by football, soccer, and tennis. Pickleball has also had an impressive year, with participants of all ages hitting the courts. In 2023, the sport grew to 8.9 million players in the United States, according to a 2023 Sports & Fitness Industry Association (SFIA) report.

Nearly half (43%) of all consumers say that community is an important part of wellness experiences, a data point that was likely influenced by the pandemic. Thirty-three percent of consumers prioritize fun and play to support their well-being.  

Consumers are also exploring nature’s offerings for health benefits. Seventeen percent of consumers are curious about incorporating adaptogenic mushrooms into their diets, likely drawn to claims that they have the potential to relieve stress, reduce anxiety and enhance cognitive functions. 

Nature, wellness and the rediscovery of play could be defining trends of 2024. As consumers increasingly grow frustrated with increasing screen time and tech fatigue, they’re becoming more drawn to spending time outside with others. Mindbody and ClassPass’ reports have made one thing clear: a little more time outside can go a long way. 

View the full Mindbody Wellness Index and ClassPass Look Back Report.

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Aktiv Solutions is expanding its collection of fitness equipment offerings, adding new functionality to a long-standing favorite of the strength training community. 

The commercial and home gym design company announced the launch of its Gym Rax Smith 3D Trainer (S3D). The strength training system gives users the feel, flexibility and overall benefits of working with free weights, alongside the security that comes with using equipment like a traditional smith machine. 

“Unlike traditional smith machines, the S3D mimics the natural movement patterns of barbell exercises without the restrictions of a single and linear range of motion,” Aktiv says of the new product. 

The S3D accomplishes this with synchronized safety catches that work like built-in spotters. This feature makes the product ideal for unsupervised gyms or fitness centers, such as those found in hotels or college campuses. It also makes the product functional for experienced weightlifters and newcomers alike. 

S3D users can experience natural, 3D movements when lifting, as there’s no singular or linear range of motion the barbell must follow. This allows users to push their limits in the gym without endangering themselves. The S3D also has a space-saving design, making it an easy fit in most gyms or fitness facilities. Its versatile design also allows users to partake in a wide variety of workouts. 

“The world is recognizing the transformative power of strength training, from boosting longevity and mobility to enhancing overall quality of life,” said Bryan Green, founder and CEO of Aktiv Solutions. “Very few tools compete with the natural movement and effectiveness of the barbell. With the S3D, we’ve now unlocked unprecedented levels of efficiency, safety and user experience, making barbell training accessible for everyone, regardless of their fitness level or goals.”

Aktiv couldn’t have picked a better time to launch a product with a “best of both worlds” approach to strength training. Mindbody listed the workout modality as its top fitness trend for 2024. Strength training is notably growing in popularity among those 55 years or older, illustrating an increase in demand across new demographics.

It’s an exciting product launch during an exciting time for Aktiv, as the company recently brought in Mike Kelly to serve as its new global vice president of sales. Kelly and Aktiv aim to expand into key market segments, form new distribution partnerships and launch new products. 

The post Aktiv Innovates on Traditional Smith Machine With Free Bar Bath appeared first on Athletech News.

The burgeoning global virtual and online fitness market is anticipated to reach a staggering $256.97 billion by 2032, a substantial increase from its 2022 valuation of $15.82 billion, according to recent findings by The Brainy Insights, a market research firm. Even better — the market is fertile ground for fitness companies and personal training experts. 

Fueling the rapid growth is the demand for augmented reality (AR) and virtual reality (VR) fitness, perhaps accelerated by the pandemic, when consumers leaned even more on technology as a means of connection and to maintain fitness and wellness. The active aging demographic is also contributing significantly to the market’s predicted upward trajectory, as older fitness enthusiasts show interest in online fitness.

Fitness Brands Embrace VR

Several industry leaders are noted in the report for their contributions to the growing virtual/online fitness market, such as Mindbody/ClassPass, Fitbit, Les Mills and Wexer.

Les Mills recently launched Les Mills XR dance as a virtual fitness game that transports holographic professional dancers right into the personal space of Meta Quest 3 users.

Virtual fitness platform FitXR is also banking on the mixed reality (MR) and VR sector, with CEO and founder Sam Cole predicting the technology will soon be found in gyms and fitness facilities. The virtual fitness platform just unveiled Slam, an immersive and gamified MR experience with passthrough capabilities. 

“The gamification aspect of Slam has allowed us to reach an entirely new group of users who are anxious about exercise, and young people who are addicted to sedentary gaming,” Cole told Athletech News. 

Even activewear brand Puma is highlighting the entertaining experience of virtual and mixed-reality fitness, collaborating with Meta Quest at store locations in Germany to promote “the world’s smallest gym.” The pop-up events prompt guests to explore the workouts offered by Meta Quest 3 within a 2m x 2m pod.

Demand for Online Fitness is High

The advantages of virtual fitness are numerous for consumers, benefiting from the convenience and flexibility of a workout on their own schedule and current location. Plus, as the report acknowledges, virtual fitness platforms are often less expensive when compared to conventional gym or studio memberships, with many needing little or no equipment.

With just a few clicks, fitness enthusiasts can access a seemingly unlimited range of workout modalities, including boxing, yoga, dance cardio, Pilates, HIIT, ballet and more. Many fitness providers also offer the option to tailor a workout based on skill level and health goal, further personalizing the online fitness experience.

Can Virtual Fitness Become the New Rx? 

As the report demonstrates, virtual fitness can break down barriers that in-person brands may experience, such as meeting the needs of consumers in geographically remote areas. There are also vast opportunities for fitness platforms to target content and classes based on regional preferences and cultural differences, expanding market penetration. 

Corporate wellness programs and health care providers can consider partnering with virtual fitness companies to promote better health of employees and patients, even prescribing virtual fitness as part of a care plan. While still in the early stages of study, preliminary research suggests that VR exercise can positively impact physiological, psychological and rehabilitative outcomes compared with traditional exercise. 

In alignment with the report, demand for virtual trainers and well-being coaches has also increased 44% year-over-year, according to corporate wellness company Gympass, which published its own findings after analyzing over 250 million check-ins on its platform over the past 24 months.

The post Virtual & Online Fitness Market To Top $250B as Demand Rises appeared first on Athletech News.

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

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

Strength Training Leads the Way in 2024 

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

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

Breaking Old Stereotypes

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

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

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

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

The Impact of Weight Loss Drugs, AI

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

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

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

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

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

View Tonal’s 2023 State of Strength Report here.

The post Inside the Democratization of Strength Training appeared first on Athletech News.

Athletech News rang the opening bell at the Nasdaq on January 4, 2024, marking a significant moment for the entire fitness and wellness industry, which was well represented at the landmark event.

Alongside Athletech News, executives and influencers from leading brands and organizations such as Crunch, Equinox, Hydrow, Zumba, IHRSA, Xponential, Les Mills, Pvolve, NYSC, Restore Hyper Wellness, Tracy Anderson, Exos, Mindbody, InsideTracker, FlexIt and NASM, to name just a few, joined the Nasdaq MarketSite in Times Square.

“Athletech News aims to spark ideas and shape agendas for fitness and wellness executives in this constantly evolving and fast-moving sector,” said Kristina Ayanian, Nasdaq listing host. “They set out each day to inform these leaders with proprietary content and analysis that will help them make informed business decisions with a global wellness market estimated at over $1.5 trillion in 2021. Until now, there has not been a central repository of fitness and wellness-related content focused on the company executives and the trends that are disrupting the industry. Athletech News fills that void, and we’re lucky that you all are joining us here today.”

Before ringing the opening bell, Athletech News founder and CEO Edward Hertzman gave an inspiring speech where he remarked on the committed and collegial atmosphere in fitness and wellness as the industry pushes for more recognition.

“It is time that the fitness and wellness industry have a serious seat at the table, whether it be Wall Street, the Hill or mainstream media,” Hertzman said. “Wellness is not a week or a New Year’s resolution. It is a way of life. It’s about making mindful choices each day that contribute to our overall well-being. Athletech News is not merely a news outlet — it’s at the forefront, delivering cutting-edge insights, trends and stories that propel the fitness and wellness industry forward.”

Over 100 fitness and wellness industry leaders joined ATN to ring the bell and attended a special networking breakfast held after the event.

See more coverage of ATN’s bell-ringing ceremony here.

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The fitness and wellness industry continues to evolve following the COVID-19 pandemic, with gyms and studios offering ever more innovative and exciting modalities, services and products to an increasingly sophisticated membership base.

However, many operators continue to manage one of the most critical parts of their business – how members access the facility – using outdated and less secure technology. This turns off some members while making it more burdensome and costly for gyms and studios in the long run. 

Brivo, the global leader in cloud-based access control solutions, has partnered with Mindbody, a leading software provider for top fitness and wellness brands, to transform the way gyms and studios welcome members into their facilities. Through the partnership, gyms and studios on the Mindbody platform are now able to use Brivo’s signature product, Brivo Access, to welcome members into their system using cloud-based access, including mobile access credentials using the Brivo Mobile Pass app.

For members, entry into the facility becomes much easier and more accessible, with mobile entry options replacing waiting at check-in desks. Fitness and wellness businesses, meanwhile, can significantly trim costs associated with things like staffing, key cards, ID cards and fobs. 

Gene Kearon, Partner Marketing Manager at Brivo, said the partnership with Mindbody was a natural fit and responds to the current needs of fitness and wellness businesses. 

“Customers want secure, easy-to-use entry whether it be via a badge, a key fob or increasingly, via a smartphone or smartwatch,” Kearon said. “Likewise, while customers are enjoying ease of access, gym managers and owners are keen to restrict that access to only paying members and guests.”

In addition to providing members with secure, mobile access credentials to facilities, Brivo Access also allows gym and studio operators to restrict access to certain areas, such as inventory storage or business offices to pre-approved employees. 

Many of the top fitness and wellness businesses, including brands like F45 Training, Orangetheory and Solidcore, use the Mindbody platform to seamlessly manage critical tasks like class schedules, bookings and memberships. Before Mindbody came along, many gyms and studios had to manage those tasks using less efficient methods or even by hand.

The addition of Brivo Access to the Mindbody ecosystem gives fitness and wellness businesses a similarly game-changing digital solution on the member access front. 

“Most gyms still operate under local access control, requiring staff and particularly owners to be on or near the premises on a daily basis to carry out simple business functions from opening the gym to managing a front desk,” Kearon notes. “Additionally, these facilities are often operated under a cumbersome lock and key process. Each time a key is misplaced, or an employee fails to return them, locks and keys need to be changed.”

Brivo is the original cloud-based access solution provider, creating the category itself over 20 years ago, so gyms and studios on the Minbody platform can rest assured that they’re getting best-in-class tech. Brivo currently operates in over 60 countries globally, providing daily protection to over 70,000 locations and over 23 million active users. 

With Brivo and Mindbody, gyms and studios can also tap into new ways of increasing revenue. Many gyms, for example, currently operate within set hours, but some owners are looking to increase or adjust their hours of operation, or even switch to a 24-hour model.

“The Brivo and Mindbody integration allows you to do that with ease,” Kearon says.

“Perhaps another gym wants to increase its offerings by moving from traditional weights and cardio equipment to a more holistic approach with yoga, HIIT, or incorporating elements more akin to wellness spas,” Kearon notes. “Brivo and Mindbody can accommodate that transformation by continuing to secure access, promote awareness of the new offerings, and even manage scheduling and payments for services.”

For facility operators, the most powerful aspect of the Brivo-Mindbody integration may be the robust data insights on offer. With the integration, fitness and wellness businesses gain insights into which aspects of their businesses are performing the best, from class scheduling and attendance to an understanding of peak hours for staff scheduling and employee attendance. 

“Brivo provides the right information for gyms to make informed decisions,” Kearon explains. “From simple data points such as the number of successful entries to the more complex such as usage and time of day traffic patterns, gym owners can decide on staffing levels, the best times to conduct classes and even decisions on gym hours of operation.”

Equipped with all this info, gym and studio owners can design creative programs to increase membership during non-peak hours. 

Kearon shares examples of a “Silver Sneakers” program for senior citizen usage during specific hours, adding specialty fitness classes or even outreach communications to members who are underutilizing their membership. 

As the fitness and wellness industry becomes increasingly competitive and innovative, solutions like the Brivo-Mindbody integration could make the difference between winning and losing for gyms and studios. 

“The fitness and wellness industry continues to grow globally but is always a dynamic environment,” Kearon says. “This means that gym operators must keep pace with trends with an eye to cost-saving, market fitness trends and revenue objectives.”

The post Brivo, Mindbody Bring Mobile Entry Tech to Gyms & Studios 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. 

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Mindbody CEO Fritz Lanman has a compelling answer when asked why the software provider is trusted by so many health and wellness companies, including some of the biggest names in boutique fitness. 

“You make more money from Mindbody than you make from any other platform,” Lanman says. “The average business grows 36% after they join Mindbody in their first six months.”

A key reason for that growth is that Mindbody’s customers get access to the 1.9 million active shoppers who use the software company’s consumer-facing app to book services like boutique fitness classes. According to Lanman, it’s the largest concentrated pool of active wellness shoppers on Android or iPhone. 

“If you want to get your business in front of that many people, the alternative would be to pay Facebook, Instagram or Google for ads,” the Mindbody CEO notes. “For that spend, the ROI isn’t guaranteed. In our system, we have tools that drive discoveries for you. If we can prove through a consumer survey that we discovered a person for you, we’ll take a fee on that purchase. But it’s guaranteed ROI, since you’re only paying if you get discovered.”

In 2021, Mindbody acquired ClassPass, a monthly subscription service that allows users to book last-minute seats in gyms, studios and spas. The deal gave Mindbody’s customers access to even more potential members. To alleviate any concerns studios may have about selling seats for less than full cost, Mindbody offers its customers a 90-day ClassPass guarantee: if using the subscription service doesn’t make them money, Mindbody promises to pay them back twice what they lost. 

Since the acquisition, “a lot more of the Mindbody customer base is taking advantage of ClassPass to grow their businesses,” Lanman says.

When It Comes to AI, Data Is King

Looking ahead, Minbody has its sights set on a new way to help its customers grow their businesses: artificial intelligence and machine learning. 

“We’re starting to layer in a ton of features that help you grow your business even more, including machine learning and AI-powered tools that help business owners do things like convert more prospects, retain their audiences better, drive more purchases and get more bookings,” Lanman says.

Minbdody’s size makes it uniquely positioned among fitness and wellness software platforms to leverage the powers of AI, Lanman believes. 

“With these large language models, businesses that have huge datasets don’t have to invent new math, we all can use the same techniques and open-source models,” he explains. “The key is, which players have enough data to make the AI good? Mindbody has the biggest platform. Because of our scale, we have the data to do things with AI that our competition can’t.”

Mindbody’s AI Plans

Lanmnan shared some of Mindbody’s current and upcoming initiatives around AI and machine learning. 

Already up and running is a feature called Messenger[ai], Mindbody’s AI-powered front-desk assistant, which automatically responds to missed calls, fields questions and helps clients book and buy services.

“At its core, it’s a chatbot,” Lanman explains. “It’s a widget that you put into your site. So on your business webpage, when a prospect comes in, it can ask them questions like, ‘What availability do you have for an appointment?’ A client can actually go all the way through the booking process just by interacting with the chatbot.”

The Messenger[ai] feature should prove popular with Millenials and GenZers, who typically prefer a human-free purchasing experience online. 

“Younger consumers want to be able to just chat, they don’t want to have to pick up a phone to book an appointment or a class,” Lanman notes. “It also means you don’t need to have somebody manning the front desk to get a booking.”

Another feature Mindbody has started rolling out to some customers is called Clients At Risk, which essentially uses AI to identify which members are likely to stop coming into class. 

“The AI shows customers the folks it thinks are losing their motivation before you’ve actually lost them,” Lanman explains. “That gives you time to act. Go have an intervention with that person, give them a phone call, send them an encouraging text or give them an offer for a discounted personal training session or appointment to hook them back in.”

“It’s essentially retention AI,” he adds. “In the fitness industry, especially in wellness, retention is as big a priority as customer acquisition, because people lose their motivation for wellness and fall out of their routine.”

For Mindbody’s customers using the Clients At Risk tool, the early results have been “spectacular,” Lanman says. 

“The businesses using the feature are seeing 30% of those clients be more engaged after just exposing the feature to them,” he notes.

Mindbody is also using AI and machine learning in its consumer-facing app to drive more people into studios.  

“We’re using machine learning on search and navigation,” Lanman says. “How can we better match wellness shoppers to wellness businesses and drive as many purchases as we can?” 

Another AI feature Mindbody is working on is called “big spender analysis,” although it hasn’t yet been released. 

“When a prospect walks into your door, how do you know if they’re going to be one of the big spenders, one of the people who really buy into your business and stays active?” Lanman explains.

Mindbody also plans to use AI to help studios evaluate which of their instructors are likely to become successful in attracting clients.

Beyond AI, Lanman says he’s encouraged by the progress Mindbody is making in improving the speed and reliability of its software in general. 

“Mindbody is a little old. It was built a long time ago,” he admits. “So most of our engineering calories are actually going into just making Mindbody incredibly performant, reliable, fast and responsive, and modernizing the UI.”

Those updates, combined with the company’s push into AI, have Lanman excited about what the future holds.

“We already grow businesses more than any other platform, we already have more features than any other. We also have AI that no one else can do because they don’t have our data scale,” he says. “And then you add to that, software that’s getting faster, more reliable and more usable.”

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Mindbody has forged a multiyear strategic partnership with Shoot 360, an immersive basketball training experience. The deal will see Mindbody’s leading technology optimize Shoot 360’s operations and enhance its customer experience as the basketball training brand expands.

“We’re thrilled to team up with Shoot 360 to help manage and scale its advanced concept in the coming years,” said Fritz Lanman, CEO of Mindbody. “As we continue to innovate with technology, sport, and wellness, Shoot 360 raises the bar for basketball training and competition. I am confident our software will expand their reach and help continue to scale the Shoot 360 experience.”

The immersive basketball experience concept was created by Craig Moody, the brand’s president and founder. Moody opened the first location in Beaverton, Oregon, in 2012, and now offers franchising opportunities.

Shoot 360 uses science and technology to offer instant feedback for players in a gamified setting, with audio and visual assessments on every shot made. The basketball training experience also tracks shooting percentage and measures left/right differentials and other elements to improve accuracy. 

Aside from perfecting the perfect shot, the basketball brand also provides a great workout with its gamified approach where players can engage in a virtual competition and offers personal training sessions with coaches working with athletes to develop a program to maximize their personal development.

The basketball training brand is expanding, with plans to open new facilities in 11 different states. It recently highlighted Charlotte Hornets players Bryce McGowens and Nick Richards at its Charlotte location. 

“Mindbody is a perfect partner for us as we continue to scale and bring our advanced technology to various facilities across the United States,” said Jason Grant, chief technology officer of Shoot 360. “We are passionate about the game of basketball and bringing this new wave of sport and gaming to the masses.”

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Title Boxing has unveiled a new brand refresh as the boxing brand enters a new era.

With its international franchise model, the boxing fitness brand has rolled out a heavy-hitting updated mission, enhanced programming, additional technology and a new club design.

The redesign is intended to spur growth, attract new fitness customers and improve the member experience. It’s an update that fitness enthusiasts will appreciate as boxing fitness grows in popularity.

According to a recent 2023 fitness finding by Mindbody, boxing is the most popular in-person fitness class. The Title Boxing boutique fitness franchise currently has over 130 locations and 40,000+ members and is looking to launch 300 clubs by 2025.

It’s a goal that the boxing brand is confident it can achieve.

“The leadership team and entire system have been riding the innovation wave since the acquisition – but really, we’re just getting started,” said Todd Wadler, CEO of Title Boxing Club and co-founder of California-based BoxUnion, which acquired Title in 2021.

“We’ve hit one milestone after another – from monumental agreements, crucial hiring of industry leaders, and bringing the benefits of boxing to a new audience – all while ensuring the brand’s legacy remains intact,” Wadler said.

Elevated boxing programming & enhanced website

Title Boxing Club improved its programming to provide a more consistent experience throughout the system. The franchise’s exclusive 52-week boxing journey combines skill progression and interval training for a total-body workout.

“Our 52-week boxing journey is a growth and development plan for every single boxer that walks through our doors, no matter their skill level,” said Kyle Shneider, VP of Product at Title Boxing Club. “Our rotation of evolving ‘Weekly Focus’ and the supporting ‘Combo of the Day’ is how we build better boxers. This leads them to getting a better workout, burning more calories, relieving more stress, reaching their goals faster, having more fun and staying with us for years.”

Title’s website experience has also been improved, with an updated layout that allows users to find information and interact with their local boxing club. In addition, new features have been added to local club pages to increase web leads and sell memberships to help drive business.

A new app that gamifies the boxing class experience

Title has released a new app, which it describes as a critical component of its brand refresh. The app includes digital class content and functions as a retention tool, allowing boxing fans to celebrate class milestones, learn boxing skills outside of class and gamify the boxing class experience.

According to Chris MacDonald, VP of Marketing of Title, the app was a popular request from franchise partners and members. 

“Our classes are based on a 52-week boxing journey, including an introduction to new combinations each day and focuses each week,” she said. “The app launches fresh training videos on these focuses on a weekly basis to help members strengthen their boxing skills inside and outside of class.” 

Another growth driver is TITLE’s automated referral program, which allows boxers to refer friends through the app and get rewarded with membership discounts.

Still, the most exciting aspect of the new app is the incorporation of Title On Demand, said MacDonald. 

“This grants club members a true omni-channel experience with access to Title Boxing Club digital classes wherever they are in the world through a single app,” she said. “Plus, they can track both their digital and in-club classes so boxers can set goals and celebrate new milestones.”

Messaging & aesthetic with an ‘anytime, anywhere’ vision

The beloved fitness activity is a favorite due to stress-relieving properties, which align with the brand’s mission to increase fitness and decrease stress through boxing anytime, anywhere, said MacDonald.

“This statement was the foundation of every decision we made on the brand refresh,” she said. “While the benefits of boxing are endless, it is still seen as very intimidating in the fitness community. With that in mind, our goal was to create a fun and modern environment that welcomes everyone, no matter where they are on their fitness journey.”

The brand has introduced a brighter, lighter color palette and visuals designed to excite new boxers, complimenting its updated tagline: ‘Take it out on the bag.’

“We made sure our new messaging spoke to both the mental and physical benefits of boxing, which are used throughout the member journey,” said MacDonald. “The new club design also nods to the tradition of boxing while still creating a cool and contemporary space.

While the core of Title Boxing Club’s brand has always focused on building confidence, boxing skills, stress relief, and mental clarity, MacDonald noted the updated branding was an evolution to help introduce these concepts to the next generation of fitness boxers. 

Title Boxing’s expansion plans

Title Boxing signed its first international deal last fall, bringing the heavy bag boxing brand to nine countries — Thailand, Bangladesh, Singapore, Indonesia, Cambodia, Nepal, the Philippines, New Zealand and South Korea — boosting the brand’s development goal of launching 300 clubs by 2025.

The boxing brand was excited about Asia’s significant revenue growth in the health and fitness market, which increased by nearly 25% between 2021 and 2022. Title believes such numbers demonstrate the right time for its boxing brand to push into additional markets.

MacDonald confirmed Title’s expansion plans, stating that the boutique boxing brand is concentrating on domestic and international growth and expansion.

“As we review the opportunities to expand the Title Boxing Club presence, there are clear untapped major markets in the U.S. as well as partnerships with franchise partners in existing markets that could support additional clubs due to high demand,” she said, adding that Title Boxing is actively looking into Canada.

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Mindbody surveyed more than 17,000 Americans in one of the industry’s largest research studies to uncover the trends that are staying, going, or even making a reappearance. One thing is clear: health and wellness is staying at the forefront of consumers’ priorities in 2023. 

1. From the Ground Up: Going Back to Our Roots

Nature is number one: consumers are, more than ever, looking to reconnect with the great outdoors. Nearly 40% say they want to embrace a more natural lifestyle. Clean beauty is on the rise, as well: women are reporting that they are more likely to seek out natural anti-aging techniques like gua sha and massages. Consumers are increasingly turning to rest and outdoor time to boost their mental health, with 24% enjoying nature walks or forest baths. Lastly, consumers are using plants and herbs to reduce stress and improve cognitive function, with more than 4 in 10 Americans having either tried or are interested in trying adaptogens (mushrooms that reduce the effect of stress on the body) or nootropics (medical-grade supplements that can support brain performance). 

2. Gen W: ‘The Wellness Generation’

Gen Z and Millennials don’t turn to cardio machines and crash diets to lose weight: they focus on holistic health and wellness. More than their older generations, they are more likely to spend money on fitness, salon, spa, and wellness services. They are most likely to work out at least once a week, and eat the daily recommended servings of fruits and vegetables. Lastly, they’re also most likely to seek out community in their day-to-day activities, like their workouts and their work environments. 

3. Big Female Energy: The Year of the Woman

Girl Power is bigger than ever: 39% of women in the Mindbody 2023 wellness survey say they prefer women-only gyms or fitness studios. Periods used to be a taboo topic, but are being discussed more than ever: aligning one’s diet, exercise, and other lifestyle habits with menstrual cycles has become increasingly common. 35% of women between 18-50 structure their workouts based on their menstrual cycle. And finding the right “fit” (proper fitness attire or sportswear) decreases “gymtimidation,” empowering women to take on their fitness goals. The number of American women who say they are sexually fulfilled is also on the rise: while there’s still room for improvement across the board, men and women report being equally sexually fulfilled. 

4. Longevity: Functional Fitness for a Longer, More Fulfilled Life 

Longevity just might be the new weight loss: Americans are reportedly less concerned with losing weight compared to living longer and healthier lives. More than half of general consumers engaged in movement that prepares the body for daily living (like functional strength training). Workout recovery is also a top priority, with nearly half of Americans saying practices like stretching and restorative yoga are very important to them. More than one third of general consumers have tried or are interested in trying ice baths, while over a quarter of Americans practice biohacking. 

5. Strength in Numbers: The Rise of the Wellness Collective 

Post-pandemic, community reigns: nearly half (43%) of consumers say that community is a very important part of wellness experiences, and more than a third are likely to choose wellness business that are known for their community-building activities. Nearly a quarter say they’re more focused on their health and wellness to feel connected to other people. There’s a correlation between connectedness and wellness: consumers who use beauty and integrative health services report feeling more connected to their communities than those who don’t; similarly, the more active consumers are, the more socially connected they feel, as well. 

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Another year is coming to a close, and with it, too, comes a look back at the health, fitness, and wellness trends we loved and discovered throughout the year. ClassPass and Mindbody’s Look Back Report for 2022 reveals fitness and wellness trends, fastest growing fitness workouts, popular workouts, most popular wellness reservations, and more as we head into a new year. 

To start, the fastest growing fitness class of 2022 was Sculpt, with a reported 471 percent jump in class bookings from January to October. Body sculpting classes are known for their muscle toning benefits and focus on core strength. In the Fitness & Wellness Trends of 2022 list, the most popular time to workout clocked in at 5:30 pm. The most popular day and month were also revealed as Tuesday and August. The most popular “first” class was Cycle. Also, more people also became interested in acro yoga, with class reservations being at a 200 percent increase in 2022.

Moving on to the Top 10 Workouts of 2022, according to ClassPass and Mindbody, the number one workout was strength training, followed by yoga at number two, and pilates at number three. Recognized studios such as SoulCycle and Physique 57 would love to know that cycling has the fourth place and barre is at number five. Interestingly enough, just some standard gym time was good enough for many people in 2022, as it landed a spot at number 7, and rounding out the list at number 10 is the more relaxing, yet just as beneficial, practice of stretching.

Strength training’s placement at the top of this list may look familiar, and that’s because the well-liked form of exercise was also number one on this list for 2021. ClassPass and Mindbody also disclose it appears more people attended strength training classes this year than in the previous year, with a 94 percent growth from 2021 to 2022.

While crowds flock to gyms and fitness boutiques usually at the start of year to get a head start on their New Year’s fitness resolutions, the ClassPass & Mindbody 2022 Look Back Report shows more people worked out in the fall months. August and September were the “most popular months to workout.” 

Of course, wellness includes taking time away from weights, Bosu balls, and exercise mats to more relaxing methods of self-care. In the top ten spa and & salon services list for this year, we see that the art of massage is at the top spot, followed by nails at number two. Meditation (number 5), sports recovery (number 8), and cryotherapy (number 9) are also found in the list. Just in case you’re wondering what the fastest growing wellness service of 2022 was, that distinction goes to the lash lift.

As you’re looking over these lists and checking them twice this holiday season to see where your health, fitness, and wellness interests fit in, keep watch of the trends sure to make a splash in 2023.

Featured image credit: ClassPass

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ClassPass, one of the leading fitness and wellness memberships, announced its multi-year partnership with SoulCycle, the full-body cycling experience, which is now bookable on the ClassPass app.

“We have heard our members’ rally cries to add SoulCycle to our network,” said Fritz Lanman, CEO of Mindbody and ClassPass. “ClassPass brings members the world’s best fitness and wellness experiences, and we are thrilled to partner with SoulCycle to include this iconic lifestyle brand into our portfolio.”

As cycling is one of the most popular in-person fitness reservations booked on ClassPass, SoulCycle’s presence on ClassPass will likely bring more riders to the platform. In 2022, ClassPass saw a 95% increase in in-person fitness reservations from 2021. With more than 60 studios across the U.S. and London, SoulCycle has a dedicated following, who love its pulse-pounding playlists and dance choreography within candlelit studios.

The news comes after Mindbody and ClassPass announced layoffs this fall, citing increased economic uncertainty and inflationary pressures, which have slowed progress and created new challenges for the fitness industry. The partnership with SoulCycle represents the platform expanding to consumer groups like SoulCycle riders who have previously remained loyal to the brand, in the hopes that they will branch out to the ClassPass platform’s other offerings. 

“We are delighted to partner with ClassPass to share the magic of Soul with their members. SoulCycle is an extraordinary workout, one that exercises the mind, soul and body,” said Evelyn Webster, CEO of SoulCycle. “It’s an incredible opportunity to bring our legendary instructors, welcoming community and the thrill of the original cardio dance party to a wider audience.”

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Mindbody platform users will be able to enjoy what smart building company Brivo has to offer, due to a newly announced partnership between the two. Brivo, which is a cloud-based access control business, helps customers with their security needs. Now with Brivo and Mindbody’s alliance, studio owners and health and fitness companies alike on the Mindbody platform can use Brivo Access to keep members, businesses, and assets protected and secure under this model product.

In regards to the news, Mindbody and Class Pass CEO Fritz Lanman states, “As the wellness industry continues to adapt to the changes brought on by the pandemic, we are thrilled to partner with Brivo to offer our customers a flexible security option that benefits members, employees, and management. With Brivo, studios can access and manage their facility anywhere, anytime, while simplifying security and surveillance.”  

Brivo CEO and Founder Steve Van Till, who expressed his elation about his company’s union with Mindbody, says in a press release Mindbody consumers who take advantage of Brivo Access can enjoy greater facility management and member experiences. “Brivo’s cloud-based access control solution delivers to Mindbody proven security technology, giving owners and employees comfort and control at their fingertips and a frictionless experience for members,” adds Van Till.

The partnership arrives several months following the launch of Mindbody Capital. Mindbody Capital Director Shari Castelli exclusively told Athletech News in March business owners were investing funds from Mindbody Capital into staff and hiring, along with new marketing campaigns and new equipment. Castelli noted many owners admitted retaining and rebuilding staff post-pandemic had been “difficult.” Mindbody’s new initiative with Brivo may very well prove to usher in more quality products, whether in cloud-based security or not, to assist health and wellness space business leaders seeking to keep and add new clients in a post-pandemic world.

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Mindbody has reduced its workforce, laying off an unknown number of employees. 

The SaaS company is citing economic uncertainty for its decision.

This is the second time in recent years that Mindbody has conducted layoffs. In April 2020, during the height of the pandemic, the fitness tech company reduced its staff by roughly 700 employees. 

According to the health and wellness tech company, it intends to build “a more resilient platform,” reports The Tribune. The SaaS company is one of the largest employers in San Luis Obispo, California.

Just last month, the wellness tech platform announced a partnership with Brivo, a cloud-based security solution through which Mindbody studios and owners can better protect their businesses.

Impacted employees took to LinkedIn to share the news and search for new job opportunities. While it is unclear which Mindbody departments or offices were affected by the layoffs, posts on LinkedIn included a customer success manager, an account executive, a project manager, an employee in partner development, and others in sales and marketing. 

“While the wellness industry continues to recover from the impact of the pandemic, increased economic uncertainty and inflationary pressures have slowed progress and created new challenges for our industry to navigate,” Tracy Richmond, Mindbody media representative, told The Tribune. “While these changes are incredibly difficult, and will be deeply felt across our entire organization, they will ultimately help us build a more resilient platform capable of meeting evolving market dynamics while better positioning our company for long-term growth.”

Last fall, Mindbody acquired ClassPass, a monthly wellness subscription service. The technology firm recently inked a multi-year agreement with Corporate Sports Unlimited and Kinélite, which operates 17 wellness clinics across Canada.

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Wellness technology platform Mindbody has announced a strategic alliance with Corporate Sports Unlimited, Inc., a fitness center management, consulting, and wellness solutions company. Corporate Sports Unlimited will now serve its customers’ fitness and wellness facilities using Mindbody’s technology. 

According to Corporate Sports Unlimited, the partnership will streamline and improve its member management and retention processes, payment processing, scheduling, and reporting.

“Corporate wellness programs are becoming increasingly important, if not essential, as wellness continues to be more important than ever. Mindbody data shows that when looking at potential new employers, 42% say that wellness perks/benefits are an important part of making their final decision,” said Fritz Lanman, CEO of Mindbody and ClassPass. “With that in mind, we are grateful to partner with Corporate Sports Unlimited to bring their customers’ employees a seamless experience that allows them to break down barriers to prioritizing their health.” 

Lanman was recently appointed as MindBody’s new CEO, succeeding Josh McCarter, who has moved to the MindBody Board of Directors.

Corporate wellness is on the rise, with Research and Markets projecting a $90.4 billion global corporate wellness market by 2026. Employees who work for companies that provide wellness programs are happier and report experiencing less illness. Such wellness programs can even reduce healthcare costs and absenteeism. And, as Lanman pointed out in an interview with Athletech News last month, most consumers say that wellness is more important than ever coming out of the COVID-19 pandemic.

Georgia-based Corporate Sports Unlimited was founded in 1980 as a corporate event planning company but has since expanded to include Corporate Health Unlimited, a division that caters to the needs of the health and wellness industry. The company offers programs and services to major corporations, global headquarters, Class A office developments, hospitals, resorts, and hotels.

“Our team manages a vast assortment of facilities that thousands rely on to take care of their personal wellness. With Mindbody’s flexible and easy-to-use platform, we can achieve our goal and commitment to ensure members receive a stress-free and reliable experience across all facilities,” said Donald Whitney, Founder, President, and CEO at Corporate Sports Unlimited.

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ABC Fitness Solutions, a provider of fitness technology and related services, announced last month its intention to acquire Glofox, a Dublin-based fitness management platform that caters to boutique gyms and studios. The acquisition expands ABC Fitness’ global reach and allows the fit tech provider to serve over 31 million members. It also follows ABC’s previous acquisitions of  Trainerize, GymSales, and FitnessBI.

Athletech News spoke to Bill Davis, CEO of ABC Fitness, and Conor O’Loughlin, CEO of Glofox, about the acquisition, their shared values, the critical areas of boutique fitness models, the importance of reliable software, and what’s next.

Athletech News (ATN): How did the deal between ABC and Glofox come about? What was it about Glofox that made them attractive?

Bill Davis: At ABC Fitness Solutions we’ve always had a growth plan, in fact a ‘Build Buy Partner’ approach has been at the heart of our growth strategy to build a comprehensive suite of products that can empower fitness providers of all sizes. As part of our 2021 strategic planning process, we identified international expansion and a boutique/studio club management solution as a strategic priority. Glofox was a natural fit, it was already a recognized innovator of fitness management software helping boutique fitness brands build successful, growing businesses around the world.

After some initial discussions, myself and Conor O’Loughlin of Glofox enjoyed a few pints at IHRSA 2021 in Dallas and recognized that it was clear that Glofox and ABC Fitness Solutions had a shared purpose and common values.

Conor and his co-founders, like ABC Fitness Solutions, are committed to delivering enjoyable, intuitive technology aimed to help make fitness more accessible. In addition, Conor and his fellow co-founders created a ‘cool’ emerging company that we felt would be a phenomenal addition to ABC Fitness.

Over the past two years ABC Fitness Solutions has brought best-of-breed companies and technology solutions into the ABC’s offering. The Glofox acquisition follows previous successful strategic acquisitions and integration including Trainerize, GymSales and FitnessBI that has helped enhance ABC’s best-in-class club management software solutions leading to ABC IGNITE, its next generation and most advanced offering to date.

As a significant and major competitor to Mindbody in the small boutique segment, Glofox rounds out ABC’s holistic offering for the industry. It provides ABC with even more opportunities to serve fitness operators of all sizes and around the world.

ATN: What appears to be a problem area for boutique fitness businesses?

Conor O’Loughlin: There is an opportunity to simplify the boutique business’ daily operations, therefore allowing the owners and operators to focus on servicing their members. Due to implementation costs and management of technology, many operators still use pen and paper or homegrown systems, which has a significant time impact for owners and managers.

Adding digital, automated functionalities enable smaller fitness businesses to ‘compete’ with the larger operators and enable more time to focus on member services and deliver an all-round better experience for its members.

Unlike the traditional gym model, boutique gym / club members are a part of something that’s about more than exercise alone. Boutique fitness is an experience; training in a small group setting with everyone in the community. The boutique studio experience tends to be more intimate – owners and managers aren’t just selling access to their facility or equipment – they offer specialized workouts and classes usually focused on a specific type of fitness, like high-intensity interval training, for example.

However, a boutique fitness experience means that customers are demanding a more hyper-personalized interactions and today technology is at the heart of creating those connected experiences. Boutique studios must deliver value and meet the consumer where they are across all aspects of gym membership. Boutique clubs have always been at the forefront of creating the latest programming trends and we must offer a technology and digital service that adapts, is flexible and convenient for all.

ATN: How imperative is reliable software solutions for the fitness industry, especially in today’s market? 

Conor O’Loughlin: Reliable software is key to success in the fitness industry, from both a business operations point of view as well as creating a differentiated customer/ membership experience. To be successful and profitable, three elements are vital and having reliable software is more critical than ever to ensure all three needs are met. Vital elements to a successful fitness business include:

• Effective operations – knowing all aspects of the business, including root causes for challenges like staffing, churn rate, cashflow
• Financial forecasting and planning – can include understanding various profit and cost centers like online merchandise to digital programs to personal training.
• Member lifetime value – this is all about keeping the members engaged and part of the club longer. 

Engagement along every step of the member journey is key to creating personalized experience that motivates and keeps members happy.

ATN: Acquiring Glofox expands ABC’s global reach. What is next as far as continuing to expand globally?

Bill Davis: Together the team will work to realize synergies and joint innovations that will provide value add technologies and related services for our clients. As we become stronger together, the technical capabilities, reach, and values of each organization will amplify each other, allowing both to further our mission to assist people around the world in their health, fitness, and wellness journeys. 

Collectively we will support over 31 million members across more than 24,000 fitness locations with technical solutions that put the member at the center of the experience.

ATN: Can you share any initiatives on the horizon?

Bill Davis: Creating a hyper-personalized experience for our customers and their members means you need actionable and meaningful data that turns into leverageable insights. Owners and managers must be able to anticipate their member’s needs? Are they able to identify and proactively reach out to a member at risk? Can they predict and forecast which profit center they should invest in more than the others? 

Predictable analytics will be a cornerstone of the ABC’s DNA: from the back-end system in terms of how it enables what we build, to what we provide as a product and services for our clients and their members, and the insights we provide our customers.

Innovation is a major part of the ABC Fitness Solutions growth strategy and to be innovative we have to continuously anticipate future market needs all with the intent of making fitness more accessible for everyone around the world.

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As one of the leading booking platforms for wellness businesses around the world, Mindbody has unrivaled data on the state of the industry. At the midpoint of 2022 and the close of August’s National Wellness Month, the fitness industry continues to reflect on the various meanings of “wellness.” Mindbody and ClassPass’s Wellness Index, an annual report that releases data on trends, reported areas such as intellectual, immune, and sexual wellness on the rise. But how are Mindbody’s 2022 wellness trends manifesting in their studios nationwide?

One in five Americans has tried new services or treatments that support immune health, with another 46% interested in trying these services moving forward, according to the Wellness Index. Harvard Medical Center cited exercise, consumption of fruit and vegetables, and stress minimization as major ways to improve one’s immune system. Studios like the Well, with locations in NYC, Westhampton, Connecticut, and Costa Rica, have been capitalizing on consumers’ desire for integrated wellness offerings. The Well has the offerings of a traditional spa—sauna, steam room, and refreshments lounge—but also offers fitness classes like yoga and Pilates. On the Mindbody app, the Well also offers infrared sauna, foot rubs, lunar gong baths and qigong (a meditation and healing practice to lower stress and anxiety, as well as improve balance and flexibility). 

Other studios have increasingly been focusing on offerings like cryotherapy, compression boots, and ajna light therapy (a meditation therapy that helps one experience a deep state of meditation using pulsing white lights). According to Mindbody’s proprietary data through the ClassPass platform, cryotherapy bookings have increased 26% since the beginning of 2022. IV therapy has also grown in popularity, with consumers seeking vitamin supplements through infusions. Some studios offer drips that tout benefits such as “rapid repair,” “peak performance,” and “ache absolver,” combining vitamins according to consumer needs. 

With 36% of Americans choosing mental health as the most important area of wellness, Mindbody has seen that manifest in its studios in a variety of ways. First, consumers seem to be increasingly prioritizing freedom of expression and fun in their workouts. For the first time, dance broke the top 10 fitness classes booked. Sexual wellness is also on the rise, with 29% of Americans reporting that they are very likely to try activities in this area. Consumers are exploring pole dancing classes, with benefits of improved cardio, strength, and creative expression. Since the beginning of 2022, pole dancing bookings have increased 48% on the ClassPass platform. Other dance cardio studios, such as SassClass in NYC, promote female empowerment through learning a dance routine in signature styles such as “Sexy Stilettos,” “Fierce Feminine Hip Hop,” and “Chairography.” With the fitness community seeking ways to gain confidence, have fun, and improve their mental health, such classes fit the bill. 

Mindbody’s 2022 trends demonstrate an evolution towards holistic wellness, with a focus on stress reduction, recovery, and fun. As the post-pandemic fitness world continues to rebuild, following the platform’s trends will be rich in consumer insights for the industry.

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