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Founded by Scott Perkins in 2015, Pliability is a mobility app that originally focused on CrossFitters but has since expanded to many other disciplines. Today, it’s a leading stretching app that targets different focus areas, from improving performance to reducing pain.

With targeted routines for runners, golfers, desk job workers and more, Pliability wants to spread flexibility and mobility to all. 

Athletech News put the Pliability app to the test to see if it can deliver on its mission.

Pros

For too long, many athletes have taken pride in failing to stretch properly after workouts. Pliability is committed to the importance of mobility and recovery to combat such harmful behaviors.

The app makes stretching easy and fun: it is well-designed and organized, broken down by sport, body part and concern. Users can even select workout moves they want to improve upon, like a deadlift or pull-up, and find customized routines for such goals. The app’s “Quick Sessions” can be fifteen minutes or less, but some routines are closer to an hour. 

Many of the routines seemed best for before bed. Poses were held for several minutes and the background music seemed fitting for a spa or meditation routine. Users can also get more information from the app about the proper form of each pose, which might be particularly helpful for those new to stretching. For users with short attention spans, or who might want to scroll through e-mails or social media during longer poses, the videos work with iOS’ picture-in-picture feature. 

One of the app’s newest releases, Workforce, is directed towards those who work desk jobs. The routines are focused on the muscle groups most impacted by long hours sitting at a desk, such as the lower and upper back, wrists, and knees.

One of the app’s best features is its mobility test. Users follow guided movements as the app measures their flexibility and “problem” areas. I was shocked by the accuracy of the pain points the app highlighted after just a few minutes of viewing my performing basic movements. Pliability also connects with Apple Watch and Whoop for data tracking. 

The accompanying Pliability mat is also one of the most cushioned workout mats I’ve ever experienced. It’s easy to clean and thick enough that long stretches aren’t painful, even after putting pressure on the knees or wrists. The app requires no equipment other than a comfortable mat, so the routines are great for those on the go. 

Cons

The app is $17.95 per month or $179 for the year. While that price might be worth it for those committed to improving their mobility and flexibility, those who are not sure about their need for such extensive stretching routines might hesitate to pay that amount. The Pliability mat is also expensive at $139. A thick yoga mat might prove enough for those without increased cushion needs due to pain or injury. It is also fairly bulky, and therefore not very portable for workouts outside of the home. 

The voiceover didn’t dictate very clearly, so I found myself looking at the videos more often for instructions and cues during transitions. This lack of enunciation also sometimes took me out of the mindset of the relaxing routines. Lastly, an additional feature of music customization could be good for users who want to perform the workouts in the middle of the day and not get too tired. 

Final Thoughts

Overall, Pliability is a great tool for those looking to improve their flexibility and mobility, and willing to set aside dedicated relaxation and mindfulness time each day.

Although it’s not cheap, for those committed to reducing pain and improving their recovery, Pliability could have long-term fitness and wellness benefits.

Read more ATN Product Reviews here.

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Life Time has issued intriguing findings, the results of a 2024 fitness survey examining consumers’ current mood and approach to fitness and well-being. 

Compiling the responses of nearly 3,000 survey participants, the luxury fitness and lifestyle operator has stumbled upon some noteworthy and promising changes in the wellness landscape, namely an almost 30% increase in consumers aiming to prioritize their health and well-being this year when compared to 2023. 

Instead of working towards six-pack abs, 51% of consumers are mainly focused on putting in the work to live health-abundant lives so they can participate in their preferred hobbies and activities with gusto. 

In contrast, only 9% report prioritizing health and wellness to improve their appearance — an interesting finding when juxtaposed with the rising demands of the GLP-1 sector. Still, weight loss remains a key priority area, with 36% of respondents admitting they would give up social media forever if it meant losing ten pounds.

Life Time is also leaning into the weight loss medication space and longevity therapies with the launch of Miora Longevity and Performance Clinics.

Strength Training & Stress Relief

One statistic that likely comes as no surprise is that strength training remains a leading interest in 2024, with LifeTime finding that building muscle is the number one goal this year for nearly 36% of respondents, an increase of over 3% from 2023. Following muscle gain goals is losing weight and simply moving more.

Life Time’s findings also hint that consumers may be using their workouts to escape, perhaps in response to the increased remote work. While exercising has proven stress-reduction benefits, it’s also become a time when over 77% of respondents say they avoid all work emails and calls, with 90% reporting they rarely, if ever, engage in work while working out. 

Fitness has also shown some shifts, with 45% reporting they exercise 4-5 times a week. Just over 50% of respondents revealed they have an equal mix of cardio and strength training, while 18.2 are mostly cardio-focused. On the other hand, 15.6% say they are solely focused on strength-based training.

Recovery & Stretching Surge

Life Time’s survey also indicated that saunas, cold plunges, and stretching are all preferred post-workout recovery modalities for fitness enthusiasts, with 36.2% taking multivitamins as their preferred supplement, followed by protein powder (23.6%). 

The luxury fitness operator recently unveiled a new dynamic assisted stretching program that packs promise, with Life Time founder and CEO Bahram Akradi believing it offers a $50-million-dollar opportunity.

“Personal health is our best defense to live longer and perform better both physically and mentally, and Life Time is unwavering in our approaches to meet members where they are, helping them to live healthy, happy, and fulfilled lives via our best places, programs, performers and experiences,” said Jeff Zwiefel, Life Time president and COO.

The Rise of Wellness Real Estate

Life Time is also tapping into the wellness real estate market; wellness has become a primary motivator for consumers interested in purchasing real estate, notes Global Wellness Summit chair and CEO Susie Ellis. It’s also the fastest-growing sector in the wellness economy, especially as consumers are now spending more time at home.

As Life Time continues to open new clubs, it’s also branched out into healthy living villages with “luxury-to-lease” residences in places like Stamford, Connecticut, Coral Gables, Florida, Burlington, Massachusetts and Green Valley, Nevada. Offering a wellness-centric approach, the living villages feature green spaces, outdoor gaming and meditation areas, special work-from-home and lounge spaces and complimentary access to its athletic country clubs with group classes and training, indoor and outdoor pools, pickleball and basketball courts.

An exclusive resident concierge program is also available, with customized weekly meal prep delivery, personal training, wake-up calls, nutrition coaches and massage therapists.

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GymGuyz, a New York-based mobile fitness franchise delivering personal trainers directly to fitness clients, is taking a beat to reflect on the success of its record-setting year, including its expansion into 170 cities.

With ten years of franchising in the books, GymGuyz is excited to look ahead to 2024, projecting 75 additional territories in the new year. 

Josh York, founder and CEO of GymGuyz, stated that the mobile fitness company continues to surpass its annual goals, with the brand having grown to serve over 1,000 cities in the U.S., U.K. and Canada.

“Between our dedicated existing franchisees expanding into new territories and the addition of impressive new franchisees to our system, we have further solidified our position as an industry leader and are well set up to continue building a strong fitness brand,” said York, who founded the fitness concept in 2008. “The journey ahead is exciting, and we look forward to inspiring even more individuals on their path to a healthier and happier life.”

This year, the fitness franchise has made great strides to position itself as the ultimate solution for fitness enthusiasts. GymGuyz added assisted stretching services to its menu of fitness offerings, bringing equipment directly to clients looking for a customized and deep stretch. The brand also unveiled an online personal training studio at its Long Island headquarters so clients can virtually participate in one-on-one or small group fitness training sessions.

Low-Cost Franchise Model

In a crowded fitness franchise market, GymGuyz’s mobile training model offers a relatively low-cost solution for those looking to invest in the future of fitness with its customized programs that include strength training, cardio fitness, sports conditioning, group fitness, weight loss and toning, senior fitness, youth and teen fitness and nutrition counseling.

“Our goal at GymGuyz is to transform lives; not just the lives of our clients, but the lives of our franchise owners,” said York.

Growth Initiatives

As 2024 quickly approaches, GymGuyz will lean into its ongoing work in the corporate and B2B partnership space, which the brand says holds great promise as the wellness market has the potential to hit $74.9 billion in projected revenue in 2030.

To that end, GymGuyz has partnered with local businesses to bring on-site fitness to the workplace and high-traffic zones in communities such as businesses, schools and health centers.

The fitness franchise has signed coast-to-coast deals, among them a physical fitness partner for a major hospital system in New Jersey and a six-year contract with San Jose’s parks and recreation department, bringing classes to nine community centers beginning in January 2024. GymGuyz has also forged similar fitness and health-focused partnerships in its home state of New York as well as Chicago, Des Moines, San Antonio, and Portland, Oregon.

“Organizations are turning to GymGuyz to help their clients, employees, and community build a solid foundation of physical health,” York said last month. “We’re leading the way in the corporate wellness market with an adaptable business model that can be modified to work within pre-existing wellness programs or as the base for a new initiative.”

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Ahead of the ball dropping to usher in a new year, Yelp, a crowd-sourced business review platform, is revealing its predictions for the top wellness and lifestyle trends for 2024.

Since millions of consumers use Yelp’s website and app to discover local businesses, the company has begun tracking search trends each year to detect habits and forecast what the future holds. 

Here’s what Yelp predicts will be some of the hottest fitness and wellness trends in 2024 based on search increases.

Taking the (Cold) Plunge

Consumer interest has spiked for cold plunge therapy, which Yelp says jumped a staggering 521%.

Cold water therapy may not sound appealing, but proponents say cold plunging naturally improves mental health and performance. One study demonstrated that dopamine levels increased 250% after cold plunging in water at 57.2 degrees Fahrenheit.

Boutique wellness franchise SweatHouz has been ahead of the cold plunge trend, offering the service at its studios along with infrared saunas, while some fitness operators like 24 Hour Fitness have added cold plunging as an amenity for its members.

Cold plunge therapy devotees can also experience the chilly benefits at home with self-cleaning tubs from Plunge.

Warm Lighting: Not Just for Selfies

While consumers are willing to plunge into cold water for numerous health benefits, Yelp reports that searches for heat therapies are also on the rise, particularly infrared sauna therapy — which rose 40% compared to last year. 

Fans of infrared saunas enjoy mood and metabolism-boosting benefits, as well as the relaxing vibe of direct heat, which can also help with muscle recovery.

Pause Studio, a studio concept founded in 2016 by former Equinox executives Jeff Ono and John Klein, encourages consumers to ‘hit pause’ and partake in wellness treatments. The studios offer cold plunges, infrared saunas, LED light therapy and more. 

Infrared saunas are also available to purchase for home, with brands such as Sunlighten shipping smart tech infrared saunas directly to consumers.

Yoga Cools as Assisted Stretching, Pilates Shine

In addition to recovery and wellness activities like cold plunges and infrared sauna therapy on the rise, Yelp predicts a boom in stretching, pilates and low-impact fitness classes for 2024. 

Searches for stretching and flexibility training increased by over 35%, while searches for yoga were up only 10%. 

Stretching franchises are popping up nationwide, with StretchLab and Stretch Zone each having opened over 300 franchise locations to date. Even gyms and fitness operators such as Life Time and GymGuyz are adding assisted stretching services.

As for low-impact fitness, Pvolve’s science-backed functional movement franchise has seen increased interest, especially with A-lister Jennifer Aniston starring in its ads and sharing the benefits of the resistance-based workout.

Pilates also shows great promise, with searches rising 71% year-over-year. Retro fitness has also spiked, with searches for step aerobics up 54% and Jazzercise up 16%.

Mocktail Madness

The sought-after Gen Z and Millennials cohorts are interested in fitness and wellness, which may be why this coveted segment of young consumers seek “sober curious” experiences and bars and restaurants serving non-alcoholic drinks. 

According to Yelp, searches for “mocktails” increased 137% compared to last year.

Instead of tying one on, younger consumers prefer to crack open a cold non-alcoholic beer so they can wake up early the next day to hit the gym for a strength-training workout. In response, beer brands such as Athletic Brewing are marketing craft brews to those who want to remain healthy and active.

The post Hot & Cold, Pilates, Assisted Stretching Named Top Wellness Trends of 2024 appeared first on Athletech News.

All products featured on Athletech News are independently selected by our editors. However, when you buy something through our retail links, we may earn an affiliate commission

The StretchIt app was launched in 2016 to help users with stretching, flexibility and mobility. It was founded by two sisters, Natasha Nikolaeva and Marina Skladchikova, who decided to leave their jobs to start the fitness app. Without prior experience in app development, the sisters started and have evolved the company since.

StretchIt has content for beginners and those experienced in stretching, with various programs, challenges and individual classes. After a seven-day free trial, the app costs $19.99 a month or $159.99 a year.

Athletech News put StretchIt to the test to see if it’s worth the price tag.

Pros 

The best part of the StretchIt app is that it is a simple and user-friendly way to build the habit of daily stretching. Unlike an entire yoga class that requires higher time commitments, StretchIt has “express” classes that can be as short as six minutes. Users also have the option to take longer duration classes, which can range up to forty-five minutes. 

The app design is clear and intuitive—users can either dive right into exploring classes upon their first log-in, or answer a few quiz questions to get customized recommendations. Classes can be sorted based on duration, difficulty, equipment and trainer. Many of the classes do not require props, but some require a foam roller, a pillow or yoga blocks. The app also worked well on both a mobile device and on a computer. It also uses different camera angles during the routine, so users can optimize body positioning during the workout. 

Classes are divided into “packages,” which include “Full Body Stretch,” “Legs and Front Splits,” “Back and Shoulders” and more. There are also more high-intensity packages like “Sculpt Series” and “Extra Active Stretch” for those looking for more of a sweat. However, none of the workouts require extra weights, so the workouts are best for bodyweight enthusiasts.  

Programs include “Health Programs,” “Splits Programs” “Flexibility Programs” and “Absolute Beginner Programs.” Each one ranges from seven to ninety days, and guides users to specific goals. The app really pushes measuring progress, and gamifies completing each class and program to maintain motivation. Users can even upload photos and track progress visually. Because some stretching progress can be perceived visually, particularly with goals like doing a split, the photo feature could be a helpful aid. StretchIt also offers community challenges that begin on particular days, for those who want more of a community-focused pursuit. 

Reminders appeared to be a key feature of the app. While simple, I appreciated that the program prompted users to input a time to get a push notification to remind them to stretch.

As someone who spends a lot of time behind a desk, I chose the Back Pain Relief program. Unlike many such programs, which focused on relief, the program seemed to focus holistically on developing good habits while simultaneously providing pain relief. For example, during the twenty-eight-day program, there were some workouts focused on hip and back stretching, while others focused on posture development. 

Cons

At first, the price of StretchIt gave me pause, and I wondered how many would pay for a stretching app that costs $19.99 per month. However, for those who want to prioritize stretching (which, to be honest, should be most people), the app is a great way to have an accountability buddy and coach during that journey. For those who already practice yoga or have stretching built into their routines, though, it might not be a necessary subscription. 

One other downside is that there are only two instructors. Although they were clear and easy-to-follow instructors, StretchIt might not be for those who want to prioritize building a virtual trainer relationship. The instructors on the app are to-the-point and merely guide users on how best to perform each step. 

Final Thoughts

Overall, StretchIt exceeded my expectations and was a fantastic way to incorporate stretching into my daily routine. For those who lack the motivation to adhere to daily stretch reminders, it could be just another fitness app that goes unused. However, its website’s intuitive and beautiful design as well as its thoughtful programming make StretchIt a great investment for those who are motivated to either reach a specific flexibility goal or improve their mobility.  

The post Product of the Week: StretchIt App Review appeared first on Athletech News.

In a world where consumers are increasingly focusing on fitness and wellness, one new sector is quickly gaining popularity: assisted stretching.

This growing new sector has led to stretching franchises like StretchLab and Stretch Zone popping up across the country, while gyms and fitness operators, including Life Time and GymGuyz, are rapidly adding assisted stretching to their services.

Tony Zaccario, president and CEO of Stretch Zone, is in the middle of the assisted stretching craze, with Stretch Zone having launched over 100 new locations this year, boasting a compound annual growth rate of 58% over the past four years.

“I think what’s fascinating is that the general public is starting to prioritize their overall health and wellness a lot more than they have in the past,” Zaccario said.

While those who may have initially been attracted to assisted stretching are routinely physically active, like weekend warriors or collegiate athletes, Zaccario sees that all people are beginning to realize the benefits of basic steps to improve overall well-being, whether through assisted stretching or simply going for a walk.

“Combine that with an aging population and I think there’s going to continue to be ample opportunity in the health and wellness industry and the assisted stretching industry,” Zaccario said. “The ceiling is still yet to be seen when it comes to the assisted stretch industry,” 

The Stretch Zone Approach

The goals of Stretch Zone clients are taken into account in order to deliver the optimal assisted stretching routine, which is paramount to the franchisor.

“We always strive to design programs unique to the individual because it’s understanding that longevity means completely different things to every single individual, depending on what your goal is,” Zaccario said. “That’s why we’re adamant for our franchisees and their team members to understand why a person is even interested in a stretching routine and what are the differences they want to make in their life.”

Fully confident in the life-changing service it can provide to guests, Stretch Zone offers a complimentary assisted stretching session for those new to its studios. While the “first stretch-free” concept may go against the grain, Zaccario says it’s been a big piece of spreading the word early on. 

“People could see the difference firsthand immediately,” he said of the complimentary stretches. “The other big piece is that it’s such a great service.”

As Stretch Zone continues to grow, Zaccario shares that the process has been very organic, with stores as far as Anchorage, Alaska. 

“We’re well on our way and pretty close to the 350 mark as far as open locations by the end of the year and 500 open locations across the country next year,” Zaccario said. “It starts with finding good people with good human characteristics.”

Aside from passionate franchisees, Stretch Zone is relatively easy to launch.

“We’ve developed a really robust and proven business model,” he said. “We’re not necessarily looking for people to reinvent the wheel. We just want people that want to take the playbook and run with it.”

According to Zaccario, the process comes down to good people doing good things.

“When you find good franchisees who are good human beings and care about the service and care about the communities, they’re likely to attract good individuals within their respective communities who are going to take and give the utmost care of their clientele,” he says. 

For those looking to enter franchising, Zaccario advises prospective franchisees to find something they are passionate about, while also keeping one thing in mind: “As much as you are buying a product, you’re buying a business model,” he explained.

Zaccario also advises franchisee prospects to do their own research and talk to existing franchisees.

“A franchisor should never shy away from having you talk to existing franchisees or even old franchisees if it’s a good brand and a good product,” he points out. “I think that that level of transparency has been paramount to our growth and a big reason why we have 300+ stores, because we’re not going to shy away from any of that because we try to run everything the right way and stay on the up and up.”

Xponential Hits it Big With StretchLab

Another assisted stretching behemoth, StretchLab, one of Xponential Fitness’ most valuable and successful brands, has opened over 350 studios in the U.S. and internationally, looking to hit 400 by the end of the year. 

“That seems like a big number, but it’s still not in the grand scheme of where we know we’re going to be in the next few years,” Verdine Baker, StretchLab president, has told Athletech News.

The brand is looking to make assisted stretching as familiar as booking a massage, hoping to win over consumers by proving that assisted stretching trumps getting a massage in terms of lasting health effects.

“Massage therapy is a fantastic modality, but a lot of our members will say, ‘I’ll get a message and I’ll feel good immediately after the massage, but a few days later I may not be getting the long-term effect,'” Baker explained.

The clientele at StretchLab ranges from athletes to active seniors eager to feel the benefits of assisted stretching. 

As for franchising, Baker explained that Xponential is able to get partners to open their doors “already in the black, or as close to it as possible.”

“We start our presale process quickly, so while a studio is getting built we’re able to generate memberships,” he shared. “That also means getting our franchisees prepared for presale. What we’re doing in our franchise training and general management training is less about trying to teach somebody a whole entire playbook, when they’re going to need a quarter of the playbook in the next three to six months.”

StretchLab also leverages digital advertising to acquire members, with a strong correlation between the number of leads in presale and how strong a studio opens. 

“We’ve also added automation as part of our communication, so potential members are able to get the right information about who we are and what we do at StretchLab even before that franchise owner has labor that can execute those communications,” Baker noted.

The assisted stretching brand looks for franchisees who are accountable leaders who can follow the famous Xponential playbook.

“We’re going to give you people, real industry experts, who are going to help you every step of the way, but you have to execute as a franchise partner,” Baker said. “I can’t have my vice president of sales and operations come out and sell memberships for a partner long term or my vice president of training and experience come out and stretch somebody long term. Our partners have to be able to set the right expectations and hold their teams accountable.”

Like anything else in fitness, it’s about “building the right culture,” Baker says.

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GymGuyz, an in-home and on-site personal training franchise, has just added assisted stretching services to its PT offerings, capitalizing on the growing trend of stretch-based modalities. The personal training company has been piloting assisted stretching in recent months.

The addition of assisted stretch sessions will be the hot topic at GymGuyz’s upcoming seventh annual Recharge Convention in Orlando from September 20 to September 22. All GymGuyz trainers will complete training to offer the new services to their clients, receiving nationally accredited certifications in Assisted Stretch Therapy.

GymGuyz’s newest service focuses on flexibility and mobility, two important aspects of fitness that the franchise points out are often overlooked. Clients may now add a 30-minute assisted stretch session at the beginning or end of their personal training package, with 50-minute stretch sessions also available. 

Like GymGuyz’s other personal training services, trainers will provide clients with equipment such as foam rollers, stretch bands and a portable stretch table covered with hospital-grade disposable sheets.

“At GymGuyz, we are persistent in our pursuit of empowering our clients with the tools they need to achieve their fitness goals,” said Phil Brojan, GymGuyz president. “The launch of assisted stretch is a testament to our commitment to excellence and is sure to elevate our client’s fitness journey.”

Brojan, who was recently appointed president of the Long Island-headquartered franchise, oversees all aspects of GymGuyz, from operations, marketing, learning and development and technology. He led the expansion to 18 new territories last year, while the personal training company aims to award another 75 by the end of 2023.

In addition to the newly added assisted stretching, GymGuyz offers customized fitness programs providing strength training, cardio fitness, sports conditioning, group fitness, weight loss and toning, senior fitness, youth and teen fitness and nutrition counseling.

The franchise has also identified a lucrative space in the corporate wellness world, expanding its fitness programs to corporations, schools, hospitals, apartment complexes and senior living facilities. 

The Fitness Industry Stretches to New Heights

Another NY-based fitness brand, Stretch Zone, recently announced it would be expanding its footprint in the Empire State. The assisted stretching brand uses a patented strapping system on proprietary tables and plans to launch new studios in New York City, Syracuse, Rochester and Buffalo. The brand received a strategic investment from Princeton Equity Group earlier this year to support its expansion and assist with client growth.

StretchLab, one of Xponential’s ten boutique fitness brands, has also experienced tremendous growth, recently opening its 300th studio as it looks to become the global leader in the world of stretching.

Luxury athletic club Life Time also just expanded its dynamic personal training with assisted stretching, providing members with one-on-one stretching from a certified personal trainer.

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Life Time is running with its ongoing personal training success, introducing Dynamic Stretch in its luxury athletic country clubs. The latest offering provides Life Time members with personalized, one-on-one assisted stretching services from certified personal trainers, an expansion of the operator’s Dynamic Personal Training program.

Aside from membership dues, Life Time has revealed personal training is its biggest revenue source.

Dynamic Stretch sessions will provide members a chance to reduce muscle tension and stress, prevent injury, improve posture and increase flexibility. Danny King, master personal trainer at Life Time, sees assisted stretching as a crucial component of overall wellness.

“Stretching is often the missing ingredient in an optimal fitness and self-care program, and Dynamic Stretch is a game changer for increased mobility, prevention and recovery based on our Dynamic Personal Trainers’ knowledge, certifications and experience,” King said. “Life Time leads the industry in hands-on coaching to help members achieve their goals and now, with Dynamic Stretch, we know we will help people in ways they didn’t know possible.”

The new Dynamic Stretching is part of Life Time’s Dynamic Personal Training program, but members who aren’t working with a trainer can opt for a 25 or 50-minute session to experience active and passive stretches, range of motion work and breathing exercises. Members will also have access to recovery tools that accelerate recovery and can tailor their overall stretching experience based on their needs and goals. 

The stretching sessions are the latest addition to Life Time’s broad range of health, recovery and relaxation services for its members, which includes pools, whirlpools, saunas, eucalyptus-scented steam rooms, Hyperice Normatec recovery tools, hydro and cryo massage chairs and Hyperice Hypervolt portable percussion massagers.

From September 16 to 18, all Life Time club locations will host complimentary walk-in or pre-scheduled 30-minute Dynamic Stretch sessions for members to try the hands-on stretching and recovery exercises.

The luxury athletic country club operator just opened the doors to part one of its posh Penn 1 facility in New York City, featuring its signature boutique fitness studios, personal training offerings, recovery areas and saunas. Phase two will see seven indoor pickleball courts open early next year. Three additional NYC club locations are planned – The Brooklyn Tower, Brooklyn Crossing and Park Avenue South.

Life Time has seen strong growth in membership sales without using marketing or promotions and reports there has been no resistance to its relatively high pricing structure, which the company attributes to its focus on increasing and improving programming rather than implementing cost-cutting measures.

The luxury club operator’s credit rating recently received a credit rating boost from Moody’s Investor Service due to strong performance, membership growth, revenue and positive EBITDA trends. 

Bahram Akradi, Life Time’s founder and CEO, recently told investors that all of Life Time’s strategies are working. The company posted revenue of $561.7 million for the second quarter of fiscal 2023, a 21.8% increase from the $461.3 million it posted in Q2 of last year.

“Our focus has been working on desirability in clubs, and it’s working,” Akradi stated on Q2’s earnings call. 

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Stretch Zone, an assisted stretching brand using a patented strapping system on proprietary tables, is expanding its footprint in New York.

The stretch therapy franchise currently has five studios in the Albany and Saratoga areas, with additional locations on Long Island, and is planning to add Stretch Zone studios to New York City, Syracuse, Rochester and Buffalo.

Earlier this year, Stretch Zone received a strategic investment from Princeton Equity Group, providing the company with resources to support its expansion and assist with client growth.

“We are excited to extend our presence throughout the entire state of New York, reaching and serving its diverse communities,” said Tony Zaccario, president and CEO of Stretch Zone. “Over the past year, we have successfully opened 100 new locations, offering our services to communities nationwide and positively impacting countless lives.”

Stretch Zone, citing a Forbes list that named New York one of the top ten healthiest states in the U.S. and its population of roughly 20 million, believes the Empire State is the perfect environment for its franchise expansion plans.

The Stretch Zone concept, founded in 2004 by Jorden Gold, was inspired to help Gold assist his bedridden grandfather regain mobility. With a background in personal training, Gold developed a unique method using a table and straps to help his grandfather walk again. Intending to help others, Gold began to introduce the practitioner-assisted stretching method through a franchise model.

Practitioner-led stretching offers a personalized routine by positioning, stabilizing and isolating muscles so Stretch Zone clients can enjoy a deep stretch effortlessly. 

“We welcome like-minded franchisees who share our unwavering commitment to serving local communities,” Zaccario said. “Our brand’s strength lies in our robust support system for franchisees, which has propelled us to establish 300 thriving locations, all without a single studio closure. Our resilience and the equity we offer as a franchise opportunity remain steadfast and resolute.”

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Stretch Zone, a practitioner-assisted stretch therapy services provider, has received a strategic investment from Princeton Equity Group. The private equity firm, which concentrates on the franchisor and multi-unit industry, will provide Stretch Zone with resources to support the expansion of its national footprint and assist with client growth.

The stretching company has attracted NFL great Drew Brees as a multi-unit franchise owner.

“We are very excited to partner with this talented management team to help foster the growth of Stretch Zone,” said Jim Waskovich, co-founder and Managing Partner of Princeton Equity Group. 

Jorden Gold founded the stretch therapy brand in 2004 after developing the first proprietary table and patented strapping system for practitioner-assisted stretch therapy. In 2017, the stretch therapy franchisor opened its first franchise location and has teamed up with pro athletes, sports organizations, resorts and spas.

“Stretch Zone has expanded rapidly and instilled a phenomenal culture throughout its franchisee base,” Waskovich continued. “The growth speaks to the leadership of Tony and Jorden and the incredible team that they have with them at Stretch Zone. We’re looking forward to this next chapter of the company’s trajectory, preserving its core values and continuing to drive positive change for its client base.” 

Stretch Zone CEO Tony Zaccario and his team will remain in their current roles. Zaccario says he looks forward to keeping Stretch Zone’s client and franchisee experience a top priority while taking the brand to the next level.

“We are excited to have partners that are aligned with our vision and culture, and the team at Princeton Equity Group is just that,” said Zaccario. “Together, we will continue to bring opportunities to entrepreneurs and wellness services to clients.”

Zaccario was recently featured on the Modrn Business podcast, along with Brees, to discuss the playbook for franchise success.

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Crunch Fitness has unveiled a digital platform, Crunch+, so members can bring their workouts to new levels while enjoying ‘entertainment fitness.’

For $6.99 a month, subscribers will unlock popular virtual classes like HIIT, sculpt, yoga, Cardio Tai Box, stretching, Pilates, and meditation. Current Crunch members can access exclusive pricing for $1.99 a month.

The platform includes episodic content with a storyline, allowing fitness enthusiasts to add new skills each week, building their own journey. Content is added weekly, and subscribers can work out alongside pro instructors.

The pivot to elevating the online platform was partly due to the brand’s continued increase in members and gym locations, says Jim Rowley, CEO of Crunch Fitness. 

“We felt it was time to elevate our online platform while keeping it the best value in streaming workouts,” said Rowley. “Crunch+ builds upon what we learned from our legacy streaming platform, Crunch Live, and the early days of pandemic-driven remote workouts.”

Rowley has maintained that brick-and-mortar gym locations aren’t going anywhere and compares it to people having the ability to make a good cup of coffee at home but will spend money for a cup at Starbucks.

In an interview with Inc. last year, he said the reason is simple: people desire community. However, the CEO did say that he believes gyms need to examine the intersection of traditional locations and a digital presence and consider incorporating AI, digital interfaces, and wearables in their fitness businesses. 

It seems that’s precisely what Crunch has done with Crunch+, as the new digital platform was designed to complement the traditional in-gym Crunch experience.

“When we were developing content for Crunch+, we wanted to crunchify our most popular workouts as unique, fun alternatives or enhancements for our users’ gym routines,” said Marc Santa Maria, National Vice President of Group Fitness at Crunch Fitness. “When compiling all of these fun, new workouts, we were able to leverage all of the brilliant talent from over 400 Crunch gyms.”

The Crunch+ platform currently has over 200 videos, including 50+ on-demand workouts, including the following:

• Abs, Thighs & A Kiki – a fitness experience that includes the discussion of pop culture and gossip, with users able to join in on the conversation with #KikiWithCrunch

• Barre Bootcamp Biotches – a challenging ballet-inspired workout

• House of Sakti dynamic – a mix of high-energy cardio & strength that engages both the mind and body

• Rainbow Meditation & Abs – a unique fitness take on traditional meditation

• Road Trip – a motivational and meaningful indoor cycling adventure

• Ruff Yoga for pet owners – an opportunity to get fit alongside your four-legged friend 

• Yoga Mamas & Papas – a family-friendly yoga session that welcomes children

The new platform will allow members to access on-demand and live-streamed workouts on any device, anytime. It will be available on iOS and Android devices, as well as Apple TV, Amazon Fire TV, or smart TVs powered by Android TV or crunchplus.com.

The Crunch fitness brand is also focused on bolstering its presence in Northern California, announcing the sale of its six Sacramento area gyms to JEM Wellness Brands. 

JEM, a health and wellness franchise concept operator, plans to open 75 new Crunch locations by 2032.

In the short-term, Crunch Fitness Franchise CEO Ben Midgley says the company is gearing up for March, which he told Fox Business is the most profitable month. “The industry is really back in a strong way,” Midgley noted in the interview at the end of 2022. He indicated that HIIT and strength-based training, particularly among women, has become increasingly popular.

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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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Muscle Lab has added another integral component to its growing empire as the muscle recovery and wellness brand has acquired IV Therapy. This is the latest investment for the company set to make other exciting announcements in the months to come, including a working relationship with nutritional and exercise biochemist Anthony Almada.  

The addition of IV Therapy to the Muscle Lab brand umbrella will help to give customers better digital access to health services Muscle Lab offers, such as cryotherapy. Muscle Lab co-founder Andy Treys declares the new development will also cater overall to each clients’ individual wellness needs as the business strives to solidify its presence in the health and wellness industry. 

“We’re building a wellness ecosystem that provides tailored and targeted solutions to each and every person. IVTherapy.com is an integral part of that plan as it will set a new standard for online health and wellness information. We will not use this platform to bait and advertise, but to educate and serve,” says Treys in a press release.   

Besides cryotherapy, Muscle Lab’s current health & wellness services include stretch therapy, cupping therapy, compression therapy and cryoslimming. Initially founded as a recovery and wellness lounge in 2020, Muscle Lab is based in Los Angeles and has attracted celebrities such as social media personality and professional boxer Jake Paul, record producer Mustard, Brooklyn Nets star Ben Simmons and fashion model Winnie Harlow. Muscle Lab Performance Director Vatche Ourishian assures the mission behind the company is to provide a full outfit of wellness options for self-improvement in a welcoming environment. 

Ourishian explains, “We’re not selling a membership in a bottle… our goal is to create a mentality among our community of customers, and ultimately the world, to try to be the best version of yourself. Our methodologies can pave the way to a better quality of life, mentally and physically, and our doors are open to anyone ready to make a change.” 

Information on Muscle Lab’s services can be found on the Muscle Lab website and you can also follow Muscle Lab on Instagram to see which athletes, influencers and celebrities will be the next to go past its doors.

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POUND, the international fitness company best known for its drum-inspired cardio, has introduced POUND Unplugged, a 30-minute class dedicated to mental health. 

The wellness-inspired classes, which aim to connect mind, body, sound, and fitness, debuted on September 19 at Crunch Signature locations in the United States and will be available to partners globally in 2023.

The global POUND Unplugged Advisory board, which includes therapist Jess McKee, fitness veteran Santa Maria, and breathwork expert Michelle Opperman, added the mental and breathwork elements.

The Los Angeles-based POUND says that it recognized the escalating mental health crisis even before the pandemic. According to the National Alliance on Mental Illness, one in five US adults experience mental illness each year.

“The class is a deeply intentional rhythmic journey to promote the health and fitness of the whole person,” says Kirsten Potenza, POUND founder and CEO, who wanted to create an immersive workout in light of the mental health crisis. “Unplugged is a natural evolution for POUND since the cognitive benefits of music, drumming and exercise have always been at our core, as well as the company’s emphasis on community, mental wellness, and self-acceptance.” The New York native founded POUND at the age of 24.

POUND’s rock and reset class includes 20 minutes of HIIT and a strength-focused mat workout, as well as ten minutes of rhythmic breathing, restorative stretching, mindfulness, and meditation. The use of POUND’s lightweight drumsticks, called Ripstix, allows for intensity, as well as the release and stimulation of neurochemicals before transitioning into a peaceful mode. 

“POUND Unplugged embodies the innovative, fun and empowering nature of Crunch’s group fitness class offerings,” says the National Vice President of Group Fitness for Crunch Signature, Marc Santa Maria. “It’s a great feeling to be able to offer a class designed specifically for mental health to our customers who value wellness and impactful workouts.”

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Recovery classes seem incremental in an already-saturated fitness world. During the pandemic, when boundaries between work, life, and working out became blurred, rest and recovery for holistic wellness became a key focus for many. Simple, overlooked activities like walks became appreciated once more. Mindfulness became integral for mental health preservation. Yoga and stretching counteracted a day spent sitting at a desk. Although the world has entered a “new normal” phase, the revamped fitness world has taken inspiration from pandemic remedies, evident in the 2022 fitness trend of rest and recovery. 

While HIIT once reigned, celebrities are now endorsing low-impact workouts, in part due to social media. TikTok has fueled this trend, with over 24.6 million views of low-impact workout videos. TikTok star Lauren Giraldo’s 12-3-30 treadmill work-out alone has been viewed more than 2.7 million times. For this workout, the athlete sets the treadmill incline to 12%, makes its speed 3mph, and walks for 30 minutes. Giraldo said in a TikTok video, “I used to be so intimidated by the gym, and it wasn’t motivating. But now I go and do this one thing, and I can feel good about myself.” The pandemic reminded the world that simple workouts like walking can be just as effective as jump squats; fitness enthusiasts are now seeking longevity, not just short-term solutions. Kayla Itsines, a celebrity trainer and founder of the SWEAT app, also recently launched a low-impact program. Motivated by her mother’s limited athletic mobility, Kayla created a series that focuses on strength and mobility without straining joints. On her website, she also praises LISS, “low-intensity steady state,” as a means to increase oxygen flow to one’s body, which can help metabolize fat in an easily maintainable fashion. Combining both low-impact strength workouts and LISS can be a long-term fitness routine for most members of the fitness community. 

Capitalizing on the low-impact fitness trend could provide incremental value and new clients to workout studios, gyms, and fitness media apps. Older, injury-prone, and otherwise limited athletes have opted out of workouts like Orangetheory Fitness, Barry’s, and Mile High Run Club. Although this segment of the population can access classes like Pilates, barre, and yoga, a challenging, cardio-infused, low-impact workout could be a game-changer.

Stretches, the historically neglected prelude and postscript to any workout, are also finally having their moment in the spotlight. After years of limited close contact with others, stretch studios and classes to help provide holistic wellness are on the rise. From nationwide franchises like Stretch Zone and StretchLab to New York’s Stretch*d, personalized stretch sessions promise deeper relaxation and improved flexibility. Pre-pandemic, StretchLab had only 72 locations. Today, there are more than 150 StretchLab studios across the nation, with more than 600 franchises in development. Verdine Baker, StretchLab’s President, commented on the growth, “People are starting to see stretching as a modality that fits into health and wellness, similar to physical therapy or chiropractic care.” Trainers work 1-1 with clients, proclaiming the benefits of increased mobility in difficult-to-reach spots. Proponents of stretch sessions claim improved posture, athleticism, and flexibility. Group fitness classes and workout apps have followed suit, like Equinox’s Signature Stretch and Recovery Series and Peloton’s on-demand stretch classes. Even massage guns like Theragun and Hypervolt have become a supplement to stretching. Proponents of the high-intensity tools rave about their ability to soothe muscles, increase blood and lymphatic flow, and break up scar tissue.

Holistic wellness and self-care include muscle limberness and longevity. But are these fancy stretching solutions much better than a solo routine? A frequent Google search about assisted stretching and massage/percussion guns is “are they worth the cost?” Some exercise physiologists argue that flexible athletes might be damaged by stretches that benefit others. If assisted stretching facilities do not take the proper precautions when assessing clients, and clients only get stretched periodically, it may not provide lasting relief. However, some athletes claim that stretch studios completely revamped their routines. For example, BDG’s Executive Director of Health & Wellness, Melissa Dahl, recounted her visit to one of Stretch*d’s studios. After hitting a roadblock in her marathon training, Melissa paid a visit to the studio to see if it could be a much-needed solution to her tired mind and body. She wrote, “I’d recommend this to any amateur endurance athlete who is bad at self-care, which is to say, I would recommend this to almost any amateur endurance athlete.” Similarly, medical research has shown that percussion guns can provide relief from muscle discomfort, but should not replace a warm-up or stretching. While they may not be a necessary part of a fitness routine, consumers could treat stretch studios and percussion guns like athletic massages: a soothing (and expensive) treat to counteract tight knots from workouts and working. 

Lastly, there’s been more attention on athletes’ mindfulness. While the mind-body connection is old news, new athletic meditation classes have appeared in recent years. This growth is in part due to younger generations’ integration of mindfulness into their daily practices. Twice as many Gen-Zers meditate versus Baby Boomers. Younger generations have increasingly integrated meditation into athletic pursuits. For example, the meditation app Headspace has a “Meditation for Sport” series that helps the user perform at peak levels by staying calm and focused. Peloton launched a “Fitness Focused” Meditation Series, with classes about managing rest days, encouraging peak performance, and reflecting on fitness goals. Numerous studies have tested the effects of relaxation and honing focus on athletic performance; athletes who practice mindfulness techniques almost always show higher mental resilience and improved performance. And mindfulness does not require a huge time commitment–some athletes only meditated for around 10-15 minutes a day.

Meditation seems to be here to stay–but how can the fitness world capitalize on the trend? With the boom of meditation apps and mindfulness retreats, companies will need to find creative new ways to expand their meditating consumer base. Retention strategies will be key–the largest challenge many athletes have with meditation is commitment and consistency. Maybe there’s a market for group meditation fitness classes that is largely untapped in the mainstream community. 

The business of rest and recovery is a complex space that continues to evolve as consumers become even more introspective about holistic wellness and self-care. Are stretching classes, low-impact workouts, and meditation here to stay? Time will tell, but for now, companies should not rest too much on the idea of the booming recovery space, or they may miss out on growth potential.

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