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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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Dr. B, a telehealth platform focused on affordable, accessible healthcare, has partnered with SoulCycle and FlexIt on a new service allowing fitness enthusiasts to easily use pre-tax HSA/FSA funds for gym memberships and fitness app fees in just three hours.

The New York-based Dr. B comes as Gen Z and Millennials are increasingly looking towards fitness as a vehicle to overall well-being and prevention but remain cost-conscious. 

“Having lived through the financial upheaval of the last decade, young adults are thriftier than the generations before them,” said Cyrus Massoumi, founder and CEO of Dr. B. “At the same time, coming into adulthood during the pandemic means they’re actively invested in their physical and mental health.”

“Our new service makes it simple for people who need it to get and stay healthy—while still prioritizing their financial future,” added Massoumi, who also founded Zocdoc, a telehealth service to find and book medical and dental care appointments.

While accessing HSA/FSA funds for fitness typically means filing a Letter of Medical Necessity from a licensed provider who confirms that exercise can prevent or treat a specific condition, Dr. B offers a straightforward, time-saving approach with its telehealth service — no appointment or video meeting is required. 

For a fee of $15 for those 18 and older, patients virtually connect with a provider in their state using a chat-based online consult process where providers review consultations 365 days a year, including on weekends and holidays. Qualified users receive a Letter of Medical Necessity via email within three business hours, making it quick to hit the gym, take a fitness class or sign up for a fitness app with HSA/FSA funds.

Expanding Access to Fitness

As Dr. B partners, SoulCycle and FlexIt will have dedicated pages to bridge current and potential members to the consultation platform easily. SoulCycle is also extending a 20% discount to new Dr. B riders to increase their cost savings.

“At SoulCycle, we believe that being well is a mind-body-soul commitment, and that doesn’t just happen in one place or with one activity,” said Doug Leonard, chief of staff and head of strategic initiatives at SoulCycle. “Movement and mindfulness are healthcare, and we are thrilled to partner with Dr. B and help consumers save on these essential activities.”

Austin Cohen, founder and CEO of FlexIt, said the company is pleased to help advance the mission of making health and wellness more accessible.

“By lowering the barrier of entry for new customers, we are excited to connect with more people—wherever, whenever,” Cohen said.

Can Telehealth Drive Fitness Memberships?

Dr. B’s streamlined approach helps consumers maximize their health benefits while also supporting fitness clubs, classes and apps to increase their member base. Although in-person fitness has rebounded significantly, fitness operators such as Planet Fitness are still looking to invite more fitness enthusiasts into their gyms.

Planet Fitness CFO Tom Fitzgerald indicated last month that the Judgement Free Zone gym isn’t trying to steal members from other concepts but is instead trying to target the 80% of the U.S. population that still doesn’t belong to a gym.

Dr. B’s HSA/FSA strategy can also support the number of consumers interested in taking GLP-1 weight loss medications, jumpstarting their confidence to hit the gym or a fitness class while giving them access to strength-building modalities. As experts have warned, while medications like Ozempic and Wegovy can kickstart weight loss, patients must be proactive in protecting and building their lean muscle mass. 

A variety of conditions can qualify for HSA/FSA fitness fee reimbursement, such as autoimmune disease, back pain, cancer, chronic fatigue, diabetes, fibromyalgia, high blood pressure, mental health conditions, migraines, obesity, polycystic ovary syndrome, pre-diabetes, physical injury, respiratory diseases, and sleep disorders

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SoulCycle, the indoor cycling studio with a cult-like following, has partnered with Fitbit to offer promotions to riders throughout January and early February in a campaign dubbed “Fitbit and Friends.”

The week of January 22-28, SoulCycle riders can receive two free classes, one for themselves and one for a friend, by wearing a Fitbit device or Pixel Watch to their local studio. The week of January 29 to February 4, those classes can be redeemed at the themed “Soul Surprise presented by Fitbit” classes at all 58 SoulCycle studios in the U.S. By participating in the classes, riders can win a Fitbit Charge 6 device. 

The partnership demonstrates the increasing intersection of in-person workouts and fitness wearables. Long associated with individual workouts, wearables are increasingly being used for group fitness. There remains untapped partnership potential, however, such as bespoke workouts for branded classes on popular wearables.

The promotion comes at a tumultuous time for Fitbit owner Google, whose parent Alphabet recently laid off hundreds of workers as part of cost-cutting measures. Fitbit co-founders James Park and Eric Friedman are leaving as part of the reorganization.

Fitbit’s popularity has been declining in recent years as its mid-range price has failed to lure in enough customers, who are increasingly turning to luxury wearables like the Apple Watch and Whoop. Now that Google owns Fitbit, many believe the tech giant’s removing of features, such as Fitbit Challenges and Groups, are steps towards the product’s eventual discontinuation. However, the SoulCycle tie-up is one of the largest recent partnerships for Fitbit, demonstrating that Google may still have big plans for the health and fitness wearable.

The Equinox-owned SoulCycle, meanwhile, has also faced financial difficulties in recent years, largely due to post-pandemic changes in consumer fitness preferences. In 2022, SoulCycle shuttered around 20 of its studios. The cycling company has looked to leverage partnerships to reach new audiences. For example, in late 2022, SoulCycle partnered with ClassPass to make its cycling classes available on the booking platform. 

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

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

Hear From Industry Heavyweights

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

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

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

An Event (or Two) for Everyone

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

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

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

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

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

A Range of Perspectives – And Opportunities

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

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

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

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

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

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

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

Key Takeaways:

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

Members Continue To Return to Clubs & Studios

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

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

High Value/Low Price & Luxury Fitness Facilities Flourish

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

Boutique Studios Rebound After Pandemic

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

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

Franchising Model Resilient During Pandemic

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

Trends Shaping the Global Fitness Industry 

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

Figure 1. Trends Impacting the Fitness Industry

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

Better Years Ahead

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

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

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

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

2. Economic Headwinds & Operational Struggles Continue

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

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

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

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

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

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

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

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SoulCycle and virtual coworking platform Flown have partnered to blend accountability and community to bring focus and connection.

Flown’s unique concept creates an opportunity for professionals and students to cowork silently together on camera to increase productivity. The platform hosts over 50 weekly facilitator-led live focus sessions using a technique called “body doubling.” The concept is designed to increase focus, accountability and community, perfect for remote and hybrid workers who may struggle with working independently or have issues staying on task. 

The startup raised £2.5 million in seed funding last year.

The collaboration will see SoulCycle instructors Grace and Dylan each host three SoulCycle x Flown sessions per week as they infuse the cycling brand’s motivation, energy and personality as participants work or engage in a project of their choosing. 
The coworking focus sessions are open to all SoulCycle and Flown members starting June 26.

Flown session participants run the gamut from writers, coders, students, accountants, musicians, designers and entrepreneurs. However, the platform also welcomes those who want to log on and turn a mundane task (such as decluttering or completing tax returns) into a communal experience that will promote the focus needed to complete the task.

The company points to the rates of ADHD diagnoses that have increased in the last few years. In an era of distractibility, Flown says its facilitators set the energy for focus sessions, providing motivation and guidance with recharge activities in the middle of the session and an opportunity for reflections upon closing.

“In a post-COVID, AI-saturated world, there is a deep need for accountability structures that leverage real humans and secular rituals,” said Alicia Navarro, founder and CEO of Flown. “I started Flown to bring these structures into how we focus at work, and SoulCycle’s approach was an inspiration to me at the time. To partner with SoulCycle now paves the way for even more people to discover the power of live focus sessions.”

Evelyn Webster, CEO of SoulCycle, says Flown’s mission aligns with that of the boutique fitness brand: to move people physically, mentally and emotionally.

“On Flown’s platform, SoulCycle’s instructors will continue to impact our riders’ lives beyond the bike by providing them with the same energy, motivation and focus that riders experience in studios,” Webster said.

Flown’s 30-day free trial is available to everyone. SoulCycle members with SoulRenew subscriptions will receive a special offer.

SoulCycle announced a multiyear partnership with ClassPass at the close of 2022.

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

ATN: What can fitness brands do to stay competitive?

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

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

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

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

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Two of the most influential women in the world of health and wellness, Julie Rice and Elizabeth Cutler are no strangers to entrepreneurship. After founding SoulCycle in 2006, Rice and Cutler sold the company to Equinox ten years later for $90 million. Now, they’re launching their second venture: Peoplehood, a “workout” for your relationships.

Rice and Cutler were inspired to create Peoplehood when they looked at what people found in SoulCycle’s communities and studios: strong interpersonal connections. They spent over three years researching and looking at existing research, particularly during the pandemic. Existing research like the Harvard study that came out after 85 years of study confirmed that a key health indicator is the connection and relationships in one’s life.

Peoplehood describes itself as a guided group conversation practice designed to improve relationships. The practice offers two options: Peoplehood, for individuals, and Couplehood, for couples. Peoplehood also offers “Gather” sessions in person at its flagship location in NYC, and virtually on its digital platform.

When the duo left SoulCycle, they wanted to dive deep into the science and behaviors surrounding connection, one of the key benefits of SoulCycle, and expand that concept beyond physical fitness into a platform for social and relationship fitness.

Before talking to Rice and Cutler about their new concept, I decided to try Peoplehood myself. I wasn’t sure what to expect. Its flagship location had a calming ambience and white design aesthetic reminiscent of a SoulCycle studio. Peoplehood employees encouraged participants (there were 8 in my Gather) to place our belongings in lockers to minimize in-room distractions. When the Gather began, our “Guide,” or group leader, led the group in music and beat-based breathwork and heel taps. After the warmup, our Guide prompted the group with a series of questions based on a specific intention. I was surprised by how quickly participants eased into sharing deeply personal thoughts and feelings with a question as simple as “How are you doing—really?” Even with a group of complete strangers, participants felt comfortable venting about their significant others, families, and jobs. Peoplehood was clear in indicating its lack of providing solutions, however. Guides are not therapists or licensed professionals—just individuals adept at starting and driving meaningful conversation.

To learn more about the inspiration behind Peoplehood, I spoke to founders Julie Rice (JR) and Elizabeth Cutler (EC) about their second act.

Athletech News (ATN): What inspired you both to found Peoplehood?

EC: Our inspiration for founding Peoplehood was to look at what the core product ended up being from SoulCycle, and what people found in those communities and in those studios. We just thought it was bizarre that there were no platforms for social health and relational health. There’s no place that really holds us between everyday life and crisis. We wanted to create a brand that offers a 60-minute architected experience to help people cultivate active listening skills, which is essential for feeling connected. We wanted to create a space that could easily fit into people’s daily routine and help them feel better when they leave than when they arrived. That’s why we founded Peoplehood.

ATN: How does Peoplehood fit into a broader wellness routine, especially for mental health?

JR: Research shows that the strength of your relationships is a better predictor of physical and mental health than social status, IQ, or other factors. When we looked at the wellness landscape, we saw that there was a missing piece: the health of our relationships. We want to offer a category that focuses on relational fitness and encourages people to build habits and routines around spending intentional time taking care of themselves and their relationships. We believe that Peoplehood can be a valuable addition to a person’s wellness routine by offering breakthroughs in connection and opportunities to learn new skills.

ATN: Can you tell me more about the process of developing the cadence and content of a Gather? How did your experience at SoulCycle prepare you for this new venture?

JR: Elizabeth and I have done a lot of this work ourselves over the years. Very early on in our partnership, we started working with a coach who taught us the skills of active listening and communication. We then taught these skills to our organization at SoulCycle. So much of our internal culture was built around teaching people to communicate differently. We think all of that really contributed to people’s happiness in the workplace and ultimately to our customers’ happiness with our product. I mean, 17 years, we’ve been partners. And we’re starting another business together. It’s unusual for two founders, let alone two female founders, to have this kind of a success rate. We spent over three years studying all the things from AA to religion, working with psychiatrists, researchers, and scientists. What we saw was that the common theme was teaching people how to listen. It’s so powerful because in active listening, you’re not responding, you’re not fixing, you’re not thinking in my head “What am I going to say?” You’re just listening. You have to figure out, what would it take for me to really understand someone else’s world, to really understand her perspective, and to suspend my own belief or my own ideas even for just a few minutes to see a situation differently.

ATN: It seems like music is an important aspect of Peoplehood. Was that inspired by SoulCycle?

JR: Music inspires us in whatever we do. I think music was the thing that made SoulCycle. Music is a huge connector for people. Lyrics, beats, sounds, all of it. It creates something very special that bonds people together immediately. In this experience, music is playing in the background which helps people feel less anxious about sharing. Music helps us process our emotions. It helps us feel the highs higher and lows lower, and we definitely felt like music is a real member of the Gather. There’s no doubt that music plays a part as if it were a person sitting right there.

ATN: What was the process for selecting the Guides?

JR: We call our Guides super connectors because they have the ability to hold space for people and connect them in a unique way. When we went out into the world to look for who would be best qualified to lead these gathers, we wanted to be very clear that we are not providing therapy; we are not therapists, nor is that what we say we’re doing. What we are doing is a peer-to-peer structure. We needed some great connectors to lead those. So, our Guides have all held space for other humans, whether they teach dance or they are meditation teachers, experts in breathwork, local organizers, or community leaders. They all hear music very well, which is why I think they’re able to lead breathwork in a way that connects one participant to the next. And then the last and one of the most important things is that they’re great storytellers and they’re actually brave enough to share their stories first. There’s a lot that happens when the Guides go first and share their stories. It really gives the rest of the room permission to feel comfortable to share. And so much happens when the room feels permission and feels comfortable to go ahead.

ATN: What are Peoplehood’s short- and long-term goals?

EC: Our ultimate goal is to see the effect of Peoplehood at people’s dinner tables, workplaces, and neighborhoods, to create a world where people with different opinions can still respect and care for each other. We think there’s a space and hunger for that kind of behavior. If people can turn Peoplehood into a practice, they will see that their lives feel more rich, meaningful, and additive for themselves and the communities they inhabit.

ATN: What do you think the biggest challenge will be with scaling Peoplehood?

JR: We’re creating a new category, and we’ve done it before. I like to say that if we hadn’t done this once before, I would be super excited, but now I know the hard work that goes into it. Before we can even tell people why our product is so great, we have to create an understanding of why people need to take care of their relationships. We are in a loneliness epidemic, and our world is increasingly digital. We no longer make eye contact, even at the dinner table or when we pass someone on the street. We need to help our members create new relationships and strengthen existing ones, which are two very necessary things in the world. We’re fighting with Instagram, Netflix, and all the other things to bring back human connection. The big challenge for us will be creating education around the new category and explaining to people why they need this. I think once people experience it, they will have that aha moment and feel better. When they come back week after week, they will begin to see how much more fulfilled they feel, even when living with the people that have been in their house for years.

I reflected back on the Gather group that I had attended. By the end of the session, I could distinctly feel my group’s energy relax, and could even sense the possibilities of new friendships, real human connections, forming among participants.

Peoplehood just might be the next big thing that we didn’t know we needed.

For more information and to sign up for Peoplehood, please visit the website of the guided group conversation practice, here.

The post SoulCycle Founders Julie Rice and Elizabeth Cutler on Their Next Venture: Peoplehood, A Workout for Your Relationships appeared first on Athletech News.

Activewear brands like Aviator Nation, Revolve, Hermès, and Alo Yoga have entered the brick-and-mortar fitness space, demonstrating a new trend to combine fashion and fitness through real life experiences. Other fashion brands like Lululemon, Sweaty Betty, and Athleta have long offered workouts at gyms, but have yet to open a standalone fitness space. However, as consumers seek community, aspirational goals, and purpose in their pursuit of health and wellness, they are looking to real-life connections with their favorite activewear brands.

Alo Yoga, one of the trendiest athleisure brands, has incorporated fitness classes into its retail experience since 2016, with its “yoga sanctuary.” The retail experience has a yoga studio and a café, which creates a wellness community for consumers, and drives sales of its apparel collections. Alo has also opened Alo Wellness Clubs in Los Angeles and New York City, with personal trainers, facials, massages, and a green juice bar. Membership is “by invitation only,” and for those invited—everything is free.

Fitness and fashion, though, are far from being strangers. SoulCycle has long been known for its apparel, and in the late 2010s it expanded its direct-to-consumer fashion brand. In-house apparel brand Soul by SoulCycle was also in Nordstrom stores. A large part of SoulCycle’s business was driven by apparel sales, and other brands look to be following a similar playbook.

Brands like Revolve are re-entering the space now. Revolve re-launched the Revolve Social Club in March 2022, in Los Angeles, and opted for a consumer-facing six-week pop-up. From 2016 to 2019, Revolve had a members-only Social Club, but the new version is less exclusive, and is more focused on community. The initiative now includes a wellness center gym with workout classes offered by studios like Cityrow, and local fitness experts and trainers.

Partnerships between studios and apparel brands are also growing. For RIDE, a standalone yoga and spin studio in Santa Monica, its partnership with Aviator Nation has been thriving. Aviator Nation sells soft sweats for $150-$200 per piece, and has high sales at RIDE’s studio. As more consumers return to brick-and-mortar experiences, apparel sales in-studio will likely only grow.

Will more fashion brands open dedicated gyms? As in-person workout experiences continue to grow, it is likely that other brands follow suit, and capitalize on the high potential sales offered by in-person apparel purchases.

The post Fashion Brands are Opening Standalone Gyms appeared first on Athletech News.

Wynn Las Vegas’s Living Well program is the new standard for health and wellness at resorts. Building on the traditional spa services offered at resorts, Wynn Living Well offers in-room workout videos, personalized training sessions, and drip therapies, among others.

Health and wellness personality Amanda Kloots joined Wynn Living Well as the program’s ambassador. Kloots hosts CBS’s “The Talk,” and is also a dancer, actor, author, and athletic trainer. For the program, Kloots created a series of custom workout videos for different fitness levels.

“My number one goal, whether traveling or at home, is to make fitness part of my daily routine,” said Kloots. “Wynn’s new wellness program will help those on the go do just that.”

Wynn Living Well offers IV Therapies at NutriDrip with a customized menu of vegetarian, vegan, and gluten-free choices, as well as a “Drink Well” menu made of cocktails and beverages featuring ingredients like reishi mushrooms, ashwagandha, maca, and other adaptogens. In addition, Urth Caffé, an organic and sustainable restaurant, similarly offers nutritious offerings for guests.

For the fitness-focused, guests can sign up for an immersive SoulCycle class or book an appointment with a TB12 Body Coach for one-on-one instruction in the TB12 Method, the regimen that has reportedly sustained Tom Brady’s champion-level play.

While a Las Vegas resort may not seem like the natural choice for all these health offerings, guests may be coming to the city for new experiences, or to counteract a long day of attending conferences, gambling, or partying. Wynn Living Well is ushering in a new era of the Vegas resort scene, and its success could mean more health and wellness offerings in the city.

The post Wynn Launches Living Well appeared first on Athletech News.

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.”

The post ClassPass and SoulCycle Announce Multi-Year Partnership appeared first on Athletech News.

In August, SoulCycle announced that it would shutter about 20 of its 83 studios: six in the New York City area, five in California, and others in Massachusetts, Florida, Illinois, Washington, D.C., and Georgia. Its Toronto location will also close, meaning it will no longer have a presence in Canada. CEO Evelyn Webster referred to these markets as “oversaturated” in an all-hands meeting with staffers.

In addition, SoulCycle will reset its instructor compensation, which arose from a significant PwC benchmarking project around instructor salary. PwC found a lack of balance across the pay structure, with some instructors being paid far above premium versus the market, while others were not at market rate. The new change will reduce the premium among the more senior instructors, and bring a number of others up. When asked about the reaction to the SoulCycle instructor salary changes during an interview with Yahoo! Finance, Webster said, “What I will tell you, is that I don’t think I’ve ever worked at any company where people do cartwheels when you say your compensation is at risk of being reduced, somewhat. But, of course, those that are receiving a compensation increase are thrilled.” 

The company has been vocal that the instructors will continue to be paid at premium, and the change will merely rebalance the pay structure. As one of the most sought-after cycling brands for instructors, SoulCycle has not been impacted significantly by the labor storage. Last recruitment cycle, they were oversubscribed with applicants for instructor positions. Webster continued, with Yahoo! Finance, “SoulCycle is a phenomenal brand. For many fitness enthusiasts, for much of our instructor talent, it’s the pinnacle of their career in terms of the boutique fitness destinations you want to work in. So, we have not struggled.”

Online, there has been a movement to raise money for some of the reportedly 75 laid off SoulCycle employees. Katherine Lutkowski, a Chicago-based instructor who was part of the recent cuts, raised money for other employees who lost their job after two Chicago studios were shuttered. Riders took to SoulCycle Reddit forums to express their frustration about the layoffs. One user said, “We have instructors with 10+ years of history getting laid off, and they were definitely filling classes pre-Covid. I know because I took their classes in jam-packed studios.” 

SoulCycle has both a significant in-studio and at-home presence in its business. The post-pandemic “return to normal” demonstrated a shift in consumer behavior. Webster stated to Yahoo! Finance, “Slightly more mature, more affluent consumers have the opportunity to ride both at home and on their at-home bike, as well as in studio. Younger riders, perhaps with a smaller living space, they don’t have the luxury of having a bike in their apartments—they’re back in full force.” The company remained confident that the connected ecosystem was robust, and not going anywhere. As a partner with Equinox, SoulCycle classes are accessible through the Equinox+ app. With no near-term plans to go public, SoulCycle has been owned by the Equinox Group since 2011. 

SoulCycle is betting on its brand. In a publicity stunt earlier this year, SoulCycle had a “F—k it, Let’s Ride Together” marketing campaign, where they offered free classes to anyone who gave up their Pelotons. SoulCycle is pushing its mission to create strong human connection and community, both in-studio and in at-home classes. As the industry continuing to change every day, SoulCycle’s business will no doubt continue to evolve.

The post SoulCycle Changed Instructor Salary and Closed 20 Studios in August appeared first on Athletech News.

SoulCycle has joined Peloton, Hydrow, Tonal and F45 in announcing layoffs. SoulCycle CEO Evelyn Webster informed employees at an All Hands meeting that the Equinox-owned fitness company will close 19 studios in the United States and Canada. Webster did not say how many SoulCycle employees would be affected by the layoffs.

At one point in 2014, SoulCycle reported that each studio generated approximately $4 million a year in revenue.

“The timing was appropriate to look at our studio footprint by market to understand whether we continue to believe that we had indeed oversaturated some markets, and the conclusion is that after much work and analysis that perhaps we have,” Webster said, according to Insider, who say the leaked audio of the meeting was shared with them.

“Unfortunately, this does mean given the number of studios and the number of markets that we’re talking about, that this will ultimately lead to a number of our teammates losing their employment with SoulCycle,” Webster added. 

SoulCycle is rumored to be planning to relocate some of its employees to other studio locations. Roughly 75 SoulCycle employees are expected to be laid off, but high profile instructors will remain, reports The New York Post.

The SoulCycle closures include locations in New York, Massachusetts, Washington, D.C., Illinois, Georgia, Florida, Washington, California, and Toronto. Six of the closures will be in the New York City area. 

According to a SoulCycle spokesperson who spoke to the NY Post, the workforce reduction was caused in part by shifts caused by the COVID-19 pandemic. One such change was due to geography, as some riders have relocated and no longer live near a SoulCycle studio.

Devoted SoulCycle fans took to a riding page on Reddit, discussing their favorite locations closing. While disappointed, there appeared to be some understanding at certain SoulCycle locations that were closing, like Soma, California. “I just started going back to work in SF and they’re closing SOMA :(. Not surprisingly, it was dead,” one West Coast poster wrote. “Yeah. Downtown has not recovered at all, so keeping SOMA is a hard sell,” another poster agreed.

Earlier this month, SoulCycle attempted to compete with Peloton by offering a competitive deal that let new clients trade in their Peloton bikes for 47 SoulCycle classes.

According to Insider, the following locations will close:

New York:

• Grand Central
• Soho
• Park Slope
• West 92nd Street
• Hamptons – Water Mill 
• Long Island – Woodbury

California:

• Soma
• San Jose
• Beverly Hills
• Newport Beach
• Del Mar

Washington, DC

• Mount Vernon

Illinois:

• Southport
• North Shore 

Massachusetts:

• Dedham

Florida:

• Tampa

Georgia:

• Atlanta – Ponce City Market 

Washington state:

• Seattle, University Village 

Canada:

• Toronto – Yorkville

The post SoulCycle Shifts Gears, Announces 19 Studio Closures & Layoffs appeared first on Athletech News.

Summer is in full swing, and a cycling war is brewing. SoulCycle is betting on in-person studio experiences with a competitive new deal that targets Peloton, calling it a “bold step toward togetherness.” SoulCycle’s latest promotion allows new clients to trade in their Peloton bikes for the equivalent value of in-studio classes, which amount to 47 classes worth more than $1,400. 

The deal comes as fitness consumers have become more comfortable with returning to in–person workouts.

“Riding in a studio is an unrivaled experience, adding a much needed dose of intoxicating energy and an electric atmosphere into our workout routines, and we missed this during the pandemic. This offer is about saying ‘we hear you’ to those who want those feelings back, and giving them the chance to ride together again,” SoulCycle shared on its site.

The limited time offer, referred to as Souls Reunited, is open to the first 100 US-based people who sign up to trade in their Pelotons. Participants must reside within 20 miles of a SoulCycle studio, have not taken an in-studio SoulCycle class since March 16, 2020 or have never taken an in-studio SoulCycle class and own a Peloton Bike.

Souls Reunited will run from July 27 to August 3 and includes pick-up of the traded-in Peloton bikes.

The cutthroat deal, however,  may not sway all devoted Pelotoners. “Give up my bike? Like voluntarily? More like you’ll have to pry it out of my cold, dead hands. No thanks SoulCycle. (p.s. in case you haven’t heard, Peloton has in-studio rides as well and THEY. ARE. AWESOME.)” one Peloton fan wrote on Facebook’s Official Peloton Member Page.

Upon hearing of SoulCycle’s deal, PTON’s rabid consumer base pointed out that the offer may not be as valuable as keeping a Peloton. “So then what, after the free 47 classes are done? If you went every day that’s less than 2 months. Sorry, not worth it. Not even for a minute,” one poster pointed out. 

Many other Peloton fans addressed the convenience of its at-home fitness approach. “Why would anyone want to travel to a scheduled class when they can take a class anytime they want from the comfort of their home? Nope … not happenin’,” one poster stated.

However, one poster pointed out that SoulCycle’s offer is excellent marketing for Peloton owners who plan to sell their used bike and return to the gym and in-person fitness.

While SoulCycle promotes in-person classes in exchange for Peloton bikes, its offer may have come too late. Peloton recently announced the reopening of its studios in NYC and London on August 19, as eager Peloton fans crashed the booking page in an attempt to reserve a coveted studio spot.

“It’s go time, Peloton fam. Live in-studio classes are back and better than ever. We’ve missed your energy, and we’re ready for more of that IRL magic live from London and New York. Classes begin 19 August. Booking starts now…,” Peloton shared on Instagram to promote the reopening.

Despite numerous obstacles, Peloton is determined to change course. The connected fitness company recently announced that it will transition to third-party manufacturing to simplify its supply chain and cost structure, and that it is offering cash bonuses to Peloton employees who are willing to stick around for what CEO Barry McCarthy refers to as the fitness company’s “comeback story.”

The post SoulCycle Throws Down the Gauntlet & Offers Classes in Exchange for Peloton Bikes appeared first on Athletech News.

Twenty-two years of combined boutique fitness franchising and retail management experience of Melissa Chordock have served the seasoned executive very well. The president of AKT has led the charge for significantly altering the state of dance-based cardio fitness. Chordock’s passion for health and wellness together with her zeal for “growing and developing strong and supportive teams” is evidence of AKT’s success since the company’s birth in 2013.  

Once finding solace in SoulCycle classes, Chordock embarked on her own accord to create a sense of belonging for others in the fitness industry. After honing her talents and corporate knowledge with Pure Barre as the Director of Corporate Operations and as Senior Director of Studio Operations for Xtend Barre, she soon moved to becoming AKT Franchise’s President in 2018. The power of movement and mindfulness wrapped up in AKT’s mission to provide cardio and strength training in a fun, positive manner compels Chordock to keep the spirit of resilience alive in both herself and the clients who love what AKT has to offer.  

Here is Chordock’s story on how she became the president of AKT, why she calls resilience as her greatest strength and what she would name the title of her biography. 

Athletech News (ATN): Please tell us about your current company and how either your role or the company (if you are a founder) came to fruition

Melissa Chordock: AKT is a one-of-a-kind, premier fitness franchise that combines the very best of fitness – integrating interval, strength, and toning for the most effective fitness program around! Rooted in movement, AKT is fun and effective and nourishes the mind and the body. The ever changing programming calls for both mental and physical focus and affords our clients an opportunity to truly leave the rest of their day at the door and be completely present for an hour. 

ATN: What was your journey like to get to this point? 

Melissa Chordock: I began my career in retail at Bloomingdale’s in NYC and fell in love with the all encompassing energy that you feel the second you walk into that flagship on 59th Street! When I left Bloomingdale’s,after more than 12 years, I felt a bit lost- it had become such a part of who I was and I was struggling to find a place I belonged. Around that time, I discovered SoulCycle which only had a small handful of locations in NYC and it felt like my secret oasis where I was part of a secret community.  I felt like I belonged in that dark room with blasting music and that is where I realized I needed to be part of a community, but I also wanted to focus my career on building communities and giving that sense of belonging to others.  

I spent 2 more years in retail learning business and relationship development in specialty businesses and was fortunate enough to find a role with Pure Barre Corporate as they were ramping up for massive expansion. At Pure Barre, I got to open and oversee corporate owned locations in the NYC/metro area and eventually throughout the country. 

ATN: What is your greatest strength? 

Melissa Chordock: Resilience. 

To me resilience is not just the willingness, but the ability to get back up after getting kicked in the gut- every. single. day.   

When you believe in something so wholeheartedly that you know you’ll find a yes in a sea of no. Sometimes it’s a cause or a business, but truly resilient people believe in themselves and understand that every setback ultimately makes them stronger. 

ATN: What motivates you? 

Melissa Chordock: Winning. Setting a goal and achieving it! 

ATN: What are some of your daily habits? 

Melissa Chordock: I believe routine can be powerful so I start most days with a 20 minute meditation and a 60-90 minute treadmill workout.  I love knowing that I have already done something for myself before the day even starts! 

When I get to my desk, the first thing I do is write out my daily calendar/appointments on the right side of a 5×8 notecard, and follow ups and to dos on the right side as I comb through my inbox.  I find that writing down my schedule each morning helps me visualize the day and better prioritize my ‘free time’. I also find satisfaction in crossing things off as they are completed AND throwing out the note card at the end of the day.

ATN: What is your greatest accomplishment? 

Melissa Chordock: 2020 & 2021 – In March 2020, AKT had 4 open locations. There are now 27.  An overwhelming majority of our studios have had to launch, open, and operate during unprecedented times.  Leading an emerging brand during the past 2 years has required extreme focus and commitment from my team and our Franchise Partners.  We have all had to be extraordinarily scrappy, patient, resourceful, and driven and I am incredibly optimistic about what 2022 has in store for us.

ATN: Where do you accomplish your best work? 

Melissa Chordock: Depends on the work – I am most creative and forward thinking in an energy infused group environment, whether it be a brainstorming session with my team or peers, or just the buzzing Xponential offices on any given week day. However, when working through strategy and details, I am far more productive in a quiet space with limited distractions.  

ATN: What would be the title of your biography? 

Melissa Chordock: One More Time.

I consider myself an unassuming fighter. I am resilient and persistent and will ALWAYS find a way to pull myself back up and keep on going – both personally and professionally. But, I do not believe this is how I outwardly present myself or am necessarily perceived by others. I am not aggressive or cut throat, I am methodical and logical.  I need to understand the how and why behind most things, especially failures!  I try to view every set back, every roadblock as chapter 1 of a great comeback story, and all I need to do is try one more time. 

ATN: How much sleep do you get? 

Melissa Chordock: How much do I get, need, or want? To this day, my mother likes to say that I have always been a ‘good sleeper’; like that wins us both some kind of award…I can sleep most anywhere, under most conditions, and ideally need at least 8 hours a night. But over the years, my mind and body have been conditioned to fully function with a minimum of 4 hours, which is useful for running a business operating across 3 different  time zones. 

ATN: Who is your mentor? Role model?  

Melissa Chordock: All the amazing people I get to work with every single day! The Xponential Fitness leadership is incredibly diverse in experience and strengths, affording me the opportunity to learn something new every day. I admire each president in a different way, and of course CEO Anthony Geisler, and COO Ryan Junk.

The post CEO Corner: ‘Resilience’ is AKT President Melissa Chordock’s Middle Name appeared first on Athletech News.

Savanna, a real estate investment firm, says three locations under the Equinox brand owe $5.3 million in unpaid rent and has filed lawsuits, says Crain’s New York. 

The lawsuits, which were filed earlier this month, claim that Equinox has failed to pay rent on SoulCycle and Blink Fitness at 5 Bryant Park. Equinox hasn’t paid rent since April 2020, according to Savanna.

In addition to SoulCycle and Blink Fitness, Savanna maintains that rent wasn’t paid on an unopened Equinox at 31 West 27th Street.

The 27th Street Equinox location, which was announced in 2019, never even opened its doors after reportedly signing a 20-year lease.

Equinox has been called a “delinquent tenant”

Equinox is no stranger to landlord disputes. The gym chain was accused of owing $1.3 million in back rent at 421 Hudson Street in New York in 2020.

During the pandemic, Equinox, like many other fitness businesses, faced numerous challenges when gym facilities in New York were forced to close all locations, harming the local Equinox market. With memberships frozen and revenue lost, reports of Equinox owing back rent began to circulate.

Curbed reported last summer that while many commercial tenants were making payments, Equinox chose to remain a “delinquent tenant.” According to the article, the New York gym giant has been sued by multiple landlords for millions of dollars in unpaid rent.

Even when New York officials lifted restrictions for gyms and restaurants, Equinox still didn’t pay rent.

In one bold move in April 2020, Equinox stated that it wouldn’t pay April’s rent, even to its owner. The gym brand made the announcement in a letter to its landlords, citing the challenges of the pandemic. 

In an ironic twist, Jeff Blau, CEO of Related Companies, a sizable investor in Equinox, had previously criticized commercial tenants who refused to pay rent in the name of the pandemic.

Despite this latest landlord-tenant dispute, Equinox recently reported a rosy outlook for the fitness company. 

Scott DeRue, president of Equinox, told Yahoo Finance last month that business is stronger than it has been at any point since the pandemic began, and that Equinox has set new records in terms of check-in volume each week since March of 2020.

The post Equinox Hit With Another Unpaid Rent Lawsuit appeared first on Athletech News.

Due to COVID concerns, Fhitting Room Studios has decided to close all of its NYC locations until the end of the year.

The move comes after the fitness studios reported two confirmed cases and “an increasing number of exposed team members,” according to Kari Saitowitz, founder and CEO  of the functional high intensity training studios.

New York just hit another single-day positive case record, with nearly 22,000 positive cases. Fhitting Room deciding to temporarily close comes off the heels of the famed Rockettes and some Broadway shows going dark. Saturday Night Live even quickly reformatted its Saturday show, canceling its live audience after numerous positive COVID cases and concerns over the virus. 

“As we head into the most festive weeks of the year, New York City is lighting up more than Rockefeller Center,” the email to the Fhitting Room community began. The fitness studio is encouraging members to stay connected through its virtual offerings.

New York City became the first city to require proof of vaccination earlier this fall for indoor activities, like attending fitness classes or the gym. 

“Effective immediately, Fhitting Room studios will be closed through the end of the year. Our role has always been to keep you FHIT, strong, and socially connected. We are going continue to swing + sleigh in the holidays with you through email, social channels, Fhitting Room On Demand, and of course, LIVE! virtual classes where we can spend the holidays ‘together.’  LIVE! virtual classes are as close as you can come to our studio experience minus assault bikes. Check them out or schedule class now. Fhitting Room On Demand offers hundreds of workouts you can do anywhere on your own schedule. Our library offers a ‘best of’ collection of all our class types and FHITpros, and the first 14-days are on us! I hope you and your loved ones are able to celebrate the season with joy, and I look forward to welcoming you back in person with (kettle)bells on in the new year,” the email continues.

Fhitting Room has three locations in NYC, with studios in the Upper East Side, Upper West Side and Flatiron.

There is a chance that other gyms and fitness studios will consider closing temporarily as cases rise in New York and across the country.

Barry’s tells Athletech News that it will continue to operate while following all guidelines from the CDC as well as from the city and state of New York.

SoulCycle tells us all NYC studios are continuing to operate as usual but that the SoulCycle team is closely monitoring the current rise in cases across the city.

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Gym goers and employees of both Equinox and SoulCycle will soon be required to show their COVID-19 vaccination cards. The New York Post reports that the mandate announced by the fitness chains will begin in early September in New York City. However, all locations worldwide will eventually ask anyone entering their doors to prove their vaccination status.  

As of August 2, Soulcycle’s website states that  anyone “fully vaccinated against COVID-19” can take their masks off while utilizing their indoor studios.” In addition, masks “will be required for everyone in all shared spaces, like the lobby, locker rooms, etc.” Masks are not required while riding outside SoulCycle buildings,”except for the SoCal region.”  

Equinox’s website boasts separate local mask guidelines for members according to region and the promise to uphold the “Equinox standard of cleanliness” within all clubs. Amid the new vaccination guidelines, Equinox facilities “will accept physical vaccine cards, photos of vaccine cards or state issued digital vaccine passes as proof.” The institution will also “work with” clients and Equinox employees who have are not vaccinated against the coronavirus due to medical or religion reasons. 

News of Equinox and SoulCycle’s latest proof of vaccination order comes after a spike of COVID-19 infections, via the Delta variant, across the United States. Per CNN, the reported ease of the Delta variant’s spread has been likened to chickenpox. The severity of coronavirus infections has occurred both among vaccinated and unvaccinated individuals, yet a surge of new COVID-19 cases (99.7%) in early July was tied to unvaccinated persons, according to CBS News. 

In June, the Centers for Disease Control and Prevention outlined updated information for gym and fitness center employees and staff. The newly revised regulations include suggestions for cleaning and disinfecting, personal protective equipment (PPE) use and resources for mental health and stress management. 

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SoulCycle is pushing their apparel business forward with two new apparel drops. The first unveil, SoulRise, dropped on July 15th with 11 exclusive pieces created in collaboration with Year of Ours, Bala, Lululemon, Les Girls Les Boys, By My Grace and other brands. Their second collection, launching today, is Yellow and will be SoulCycle’s first-ever menswear label. Athletech News talked to Julia Horn, SoulCycle’s senior director of Retail, to explore early reads on these product launches and why these new introductions are so important for their brand health. “Retail is a core part of SoulCycle’s brand identity and something our riders are passionate about. Investing in apparel, especially during the pandemic helped the SoulCycle community stay and feel connected to each other.”

Each piece in the SoulRise Collection was inspired by the official colors of the year – yellow and grey. When asked about key products in the collections, Horn brought attention to the Les Girls Les Boys yellow Sweatsuit. “This piece ties into the streetwear trend while showcasing SoulCycle’s iconic yellow. It is also gender neutral, which is extremely popular across our diverse customer base and an increasingly important category in the wider industry.” Other products in the assortment include popular Bala Bangles, a Les Girls Les Boys oversized hoodie and jogger and a Lululemon reversible mat. 

Today’s launch of Yellow, their first men’s in-house brand, is anticipated to be met with a strong response. Each item is treated with a special fuze technology that will keep your apparel smelling fresh over time. A few lucky instructors and VIP riders have already received the product and the response has been incredible.

When asked about their strategy for choosing partnerships, Horn highlighted their work with 125 brands in just the last 3 years, and constantly evolving and expanding brand matrix. “We aim to create meaningful and long-standing partnerships to deliver innovative and buzz-worthy products, but we also look for brands that can bring a new point of view to our riders.” For SoulCycle, this means showcasing and aligning with brands with diverse foundership, innovative climate practices, and brands that are small and lesser-known. “We have a larger platform and a following that trusts us, and we take that responsibility quite seriously. Our customers will begin to see a heightened focus on our commitment here throughout the remainder of this year and beyond.” Outside of co-branded partnerships, Soul’s own brand, Soul by SoulCycle is their largest brand and a key piece of their business.

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This about-to-be past week was another interesting one in the fitness world as it saw Jay-Z investing in LIT Method, SoulCycle’s new CEO looking to mend company stigma, Mark Wahlberg joining Power Plate as stakeholder and brand ambassador and researchers finding mental health app marketplace is a mess.

Jay-Z Invests in Fitness Company for Home Workouts
Business | Fox Business | Apr. 28, 2021

Athletech’s Take: 
Jay-Z, the American rapper, songwriter, record executive, businessman and record producer, is pouring additional capital into the fitness industry to grow his portfolio and expand his personal brand. The latest Jay-Z investment in LIT Method expands his business holdings which also include entertainment group Roc Nation, streaming service Tidal, D’Usse and new cannabis brand Monogram. Jay-Z previously invested in the at-home climbing machine CLMBR, while his wife and fellow music icon, Beyonce, partnered with Peloton. The latest Jay-Z investment, LIT Method, launched in May of 2020, is a water-powered rower built for at-home strength training. The machine can also be used with other equipment such as resistance bands. Users can affix their own tablet to the rower to watch live and on-demand workouts that span strength training, cardio, pilates, barre, and physical therapy. 

SoulCycle’s New CEO Looks to Mend the Company’s Culture and Compete with At-home Fitness Rivals Like Peloton
Business | CNBC | Apr. 28, 2021

Athletech’s Take: 
It has definitely been a series of ups and downs for SoulCycle over the last year. The boutique fitness company which celebrated its 15th anniversary earlier this week has had its fair share of challenges beyond the impacts of Covid-19. Just last November, multiple SoulCycle riders and staff alleged the company allowed toxic behavior, which included sexual harassment and anti-gay and racial discrimination, according to reports by Business Insider. According to the article, accusations included discrimination against a pregnant woman, fat-shaming employees and sleeping with riders. Newly appointed SoulCycle CEO Evelyn Webster, who joined the company in December, is working aggressively to change any negative stigmas associated with the brand as well as help the company compete against the rising host of at-home fitness companies like Peloton. Initiatives like outdoor pop-up studios and the launch of their at-home bike all are part of the strategy to help them keep pace with the growing competition. While there are still many challenges ahead for the company, their loyal community might be their ticket to success.

Mark Wahlberg Joins Power Plate As Key Stakeholder & Brand Ambassador
Business | PR Newswire | Apr. 28, 2021

Athletech’s Take: 
Power Plate, the global leaders in whole body vibration training equipment and programming, announced that film star Mark Wahlberg has officially joined the company as both an investor in parent company, Performance Health Systems, and as brand ambassador for Power Plate. The press release states that not only is Wahlberg one the most fitness-oriented of Hollywood’s A-list leading men, he has also been a steadfast Power Plate user for the past 15 years. Wahlberg claims that vibration training continues to play a central role in his ongoing personal training and wellness-focused lifestyle. Power Plate is one more addition to his investment portfolio which includes other fitness-oriented brands and ventures such as F45, a rapidly growing franchise of gyms focused on small-group functional training programs, Performance-Inspired, a provider of all-natural nutritional products and Municipal sport utility gear. 

The Mental Health App Marketplace is a Mess Researchers Find
Mental Health | Mad in America | Apr. 24, 2021

Athletech’s Take: 
With the rise of mental health apps comes the complex reality of adhering to privacy and other legal regulations. Harvard psychiatrists have performed a comprehensive analysis of the mental health apps marketplace and found considerable misinformation. Accurate and comprehensive descriptions, warnings, and quality control are features one might expect from a marketplace, yet application aggregators offer tens of thousands of mental health apps with practically no medical or legal oversight. How are patients, healthcare providers, and policymakers supposed to decide which apps to select, recommend, and fund in a marketplace characterized by false advertising, paid reviews, unsubstantiated claims, and the rapid emergence of apps? The MIND database was thus created to make information transparent and to provide an accessible space where any interested users can filter to the appropriate apps and understand  their questions on offerings, quality and features.

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