Blueshift Nutrition, which offers a full line of nutritional supplements delivered in drink form, is extending its outreach, agreeing to a deal to place its products across Xponential Fitness’ family of nine boutique fitness brands. This includes Club Pilates, CycleBar, YogaSix, Row House, Pure Barre, Rumble Boxing, BFT, StretchLab and AKT locations.

Blueshift’s Superblend drinks will headline these offerings. Superblends combine superfoods with science-backed nutrients in liquid form via dissolvable pods, which Blueshift says overcomes the limitations of nutritional pills or gummies.

According to Blueshift, Superblend flavors vary and are less sweet than typical sports nutrition and wellness products, giving them a “craft mocktail” taste. The drinks also have no added sugar or artificial sweeteners. They break down into 12 different categories, focusing on elements such as immunity, digestion and gut health, bone and joint health, alcohol detox and liver support, women’s health and beauty from within, just to name a few. 

“We are thrilled to be partnering with Xponential to bring our Superblends to their diverse community of fitness enthusiasts in the United States,” said Paal Gisholt, CEO of Blueshift Nutrition. “This collaboration aligns perfectly with our mission to promote peak performance and healthy aging while making supplements easy and enjoyable to take.”

Delicious Living magazine recently awarded the Blueshift supplement line seven consumer and retailer favorite awards — the most of any supplement or functional beverage brand. Winners included Blueshift Electrolyte as Favorite Sports Nutrition Product, Blueshift Turmeric as Best New Supplement and Blueshift Sleep as Favorite Functional Beverage.

Xponential’s partnership with Blueshift comes as other boutique fitness brands have done similar nutrition-focused collaborations.

Ascent Protein recently agreed to a deal with Orangetheory Fitness to put its protein powders in OTF studio locations. Barry’s also has a partnership with Factor to place the brand’s ready-made meals in its studios nationwide.

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Litesport, formally Liteboxer, has upended the at-home, virtual reality fitness landscape, casting real trainers into users’ personal spaces to deliver strength, total body and boxing workouts — and things are just heating up, with the brand eyeing the healthcare space. 

Having been selected last year by Xponential Fitness to develop Xponential’s new virtual and mixed reality app for Meta Quest, Litesport co-founder and CEO Jeff Morin says 2024 is shaping up to be even better for the VR/MR fitness company.

An MIT-educated engineer and certified personal trainer with an eye for both physical and technological performance, Morin shared that Litesport doubled its active subscriber base in January and was on track for similar growth in February. 

Healthcare Applications

“Our roadmap includes expanding partnerships and venturing into healthcare, highlighted by our participation in a clinical trial for Parkinson’s research,” Morin tells Athletech News. “Additionally, we’re advancing our technology with AI-based body tracking and enhanced HD video to deliver an even more immersive and effective fitness experience.”

To hear Morin tell it, the future of VR fitness is both bright and boundless.

“As technology advances, we anticipate VR headsets becoming more compact and user-friendly, further enhancing the fitness experience,” he predicts. “Mixed reality will blur the lines between the virtual and the tangible, enabling users to interact with gym equipment in new and innovative ways.”

Of course, as with any emerging technology, artificial intelligence will also play a significant role in the VR/MR evolution, which Morin says will offer ultra-personalized workout experiences and sophisticated body tracking metrics. 

“At Litesport, we are at the forefront of these developments, integrating AI and mixed reality to make traditional gym equipment ‘smart’ and to provide personalized coaching that adapts to each user’s unique fitness journey,” he said.

Motivating More People To Work Out

Apart from its groundbreaking foray into healthcare, Morin notes that Litesport has empowered countless fitness enthusiasts by removing the traditional barriers to gym access with a welcoming, intimidation-free environment. The brand also introduced a “Standard Tier” subscription at $8.99, which Morin points out makes Litesport the most competitively priced app in the Quest market. 

“This inclusivity extends to individuals who may feel uncomfortable or are physically unable to attend in-person gym sessions,” he explained. “By leveraging VR technology, we make it possible for users to experience the benefits of a gym from the comfort and privacy of their own homes. For instance, someone hesitant to step into a boxing gym can now immerse themselves in a virtual boxing experience, gaining confidence and skills in a supportive setting.”

Litesport offers over 2,000 on-demand classes in modalities including boxing, strength and total body. Through the powers of virtual and mixed reality, the platform also democratizes access to top-tier fitness trainers, a luxury Morin points out was previously a luxury available to few.

“Through gamification and interactive elements, we also introduce an element of motivation and engagement that traditional fitness methods may lack,” Morin added.

More To Come

Morin sees boxing and beat-based workouts as the most on-trend VR fitness modalities, which he says appeal particularly to the newly adopted gamer demographic. But what sets Litesport apart is that it offers live, real trainer-led workouts for an immersive experience enhanced with proprietary hand-tracking technology that allows for using real dumbbells — a first in the VR fitness space. 

“Looking forward, we anticipate a diversification of popular modalities as users seek more varied and comprehensive fitness solutions,” Morin said.

Litesport’s VR fitness tech also has an edge over conventional fitness methods, with precision movement tracking, motivation, accountability through progress tracking and multiplayer experiences. 

“These features, combined with the ability to exercise in various virtual settings, keep workouts fresh and exciting,” Morin said. “Our approach to VR fitness emphasizes not just gamification but functional fitness, making exercise both fun and genuinely beneficial.”

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Club Pilates, the wildly successful Xponential Fitness-owned brand, has hit a new record with the opening of its 1,000th location, in Portland, Oregon, underscoring Pilates’ position as one of the most in-demand fitness modalities.

On Xponential’s recent earnings call with investors, executives noted that Club Pilates experienced the strongest license sales in 2023 (361), followed by StretchLab (159) and BFT (149). 

“From 30 open locations in 2015 to opening the 1,000th nine years later, this milestone is a true testament to the incredible growth the brand has experienced and the impact Club Pilates has in the lives of our members and communities across the globe,” said Mike Gray, president of Club Pilates, which has a presence in 12 countries.

Prior to Gray leading Club Pilates, Shaun Grove helped catapult the brand to worldwide recognition alongside Xponential founder and CEO Anthony Geisler until Grove’s departure in 2021 to become president of Rumble Boxing, another Xponential brand.

In honor of its continued success, Club Pilates nationwide will host Millennia parties with members and staff to mark the milestone while also celebrating individual studio achievements.

“We’re thrilled to celebrate this moment with Club Pilates Grant Park, (Portland) which is particularly serendipitous, as the franchise owners are one of our earliest franchise groups, opening their first studio in 2013, and have partnered with us extensively to become our second largest franchise group in the Club Pilates System,” Gray said.

“This celebration would not be possible without the inspiring dedication of our franchise partners, studio teams and corporate team alongside our proven business model, which has helped continue to propel our growth forward and change lives,” he added.

Keely Watson, franchise owner of Club Pilates, Grant Park, emphasized the pivotal moment for the low-impact Reformer-based fitness brand.

“It’s been an incredible journey over the last ten years since we opened our first studio, which was the 13th location for Club Pilates,” Watson said. “Seeing the brand grow and bringing Pilates to so many people worldwide has been truly inspiring. We’re incredibly grateful for the opportunity to make Pilates accessible for our members and provide our staff with chances to grow in the industry across our 30 locations in two states.”

Watson added that the plan moving forward is to bring Pilates to even more communities, confirming that her group alone has 45 additional studios currently in development.

A hit in both urban and regional areas, the Pilates brand has opened in nearly 50 states in the U.S. and has been growing internationally with a master franchise agreement in France. Additional agreements are in development in Austria, Ireland, the Netherlands, Portugal, Qatar, New Zealand and Switzerland.

In addition to its success on land, the popular fitness modality has also made its way to the high seas as part of a partnership between Xponential Fitness and Princess Cruises, dubbed ‘Club Pilates at Sea.’ One upcoming adventure sets sail this August for a weeklong scenic cruise in Alaska, offering a full range of Club Pilates classes led by top instructors.

Fitness entrepreneur Allison Beardsley, founder of Club Pilates, has since moved on to launching Red Light Method, a boutique fitness experience that combines red light therapy with exercise. 

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TRX Training celebrated its 20-year anniversary by making history, hosting the largest suspension training class ever recorded and setting a new Guinness World Records mark.

The event took place during TRX’s International Training Summit at the 2004 Summer Olympics grounds in Athens, Greece. A group of 422 participants came together to celebrate this milestone in the world of functional training. 

“The size of this record-breaking suspension training class in Athens demonstrates TRX’s global leadership in functional training,” said TRX CEO, Jack Daly. “TRX has been the most versatile piece of exercise equipment available since US Navy SEAL Randy Hetrick brought it to market 20 years ago.”

The TRX Training Summit, held in collaboration with one of Greece’s top fitness groups, Alterlife, attracted over 600 attendees, making it the largest summit in TRX’s two-decade history. Fitness instructors, coaches, and enthusiasts from around the world congregated at the Olympic basketball arena for two days of immersive training and coaching sessions aimed at inspiring the next generation of TRX Trainers.

The Guinness World Records title is a signal that TRX is committed to continued global expansion.

TRX has had an eventful past year, launching new products in partnerships with top fitness brands. The company created custom suspension trainers in collaboration with Xponential Fitness brands YogaSix and Club Pilates as well as Orangetheory Fitness.

Last year, TRX acquired YBell Fitness, which makes a kettlebell-dumbbell combination product, and signed a multi-year lease in Delray Beach for a 12,000-square-foot property, moving its global headquarters to Florida from San Francisco. The move was part of the brand’s strategic shift after its acquisition by Daly, which also saw Hetrick return to the company he founded as its chairman.

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Julianne Hough is dancing her way into March with the grand opening of her dance fitness platform Kinrgy’s first brick-and-mortar studio, in West Hollywood, California.

Founded by the “Dancing with the Stars” starlet in 2018, the fitness brand partnered with Xponential Fitness late last year in a deal that will see up to three AKT dance-cardio locations rebrand and operate as Kinrgy studios. Although Xponential acquired some intellectual property in the deal, Kinrgy’s team is handling the design and class formats for the studios. 

Hough commented that the opening of Kinrgy WeHo marks the next evolution for the dance fitness brand that initially launched as an online platform, especially as additional studios will open in the spring in Austin, Texas and Seattle, Washington. 

Kinrgy leans into healing and mindful movement, blending it with dance-based fitness, sculpting, cardio, breathwork and meditation classes.

“With Xponential’s end-to-end operational expertise in providing best-in-class boutique fitness studio experiences, we are thrilled to provide our community an in-studio offering that lives up to the standards of our online platform,” Hough said. “Kinrgy is more than a workout; it’s a journey back to oneself.”

Kinrgy WeHo will open on March 1 at 7111 Santa Monica Blvd, with a ribbon cutting featuring the famous dancer/actress/entrepreneur on Friday evening, exclusive member mixers with raffles and refreshments on Friday and Saturday and a full schedule of classes throughout the weekend. Founding memberships are also available for a limited time.

The new Kinrgy WeHo studio will be open seven days a week with four to six classes available and plans to add more. 

“I’m eager to see the West Hollywood community and beyond embrace this new chapter of wellness and self-expression with open hearts and energy,” Hough added.

Along with dance classes ranking as the most popular modality based on Google’s average monthly search volume in 2023, vigorous exercise such as dancing may help combat depression.

High-profile celebrities are cashing in on fitness as of late, as seen with Chris Hemsworth’s Centr,  Arnold Schwarzenegger’s new fitness app with a devoted following and Jennifer Aniston becoming the famous face of Pvolve.

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January typically brings a surge in fitness and health resolutions, with gyms bustling with new members and those recommitting. However, foot traffic to ten major fitness operators fell flat last month, with analysts attributing the decline to unfavorable weather conditions nationwide and increasing competition.

Placer.ai, a software company leveraging location intelligence such as anonymous cell data, examined traffic to leading fitness operators Planet Fitness, Xponential Fitness, Equinox, Crunch Fitness, F45 Training, Anytime Fitness, 24 Hour Fitness, Gold’s Gym, Fitness International and Ultimate Fitness Group.

Citing findings from the analysis, Bloomberg suggests that the sluggish start could indicate a challenging year ahead for fitness operators, with traffic having flattened from January 2023. In contrast, visits had risen more than 40% in each of the last two years at Equinox, Planet Fitness and Xponential Fitness, according to the publication. 

Planet Fitness, the largest listed fitness chain, typically adds roughly 400,000 members in January, and according to Bloomberg, is on track for its “second-worst quarterly sales growth since 2021.” The fitness operator has an earnings call scheduled for next week and has been transparent about exploring a price increase for its basic-entry White Card, which has remained at $10 per month for the last 30 years.

“$10 is not what it used to be 30 years ago, so we’re now experimenting with different price levels with the entry-level classic (White) card,” confirmed interim Planet Fitness CEO Craig Benson last month at the 2024 ICR Conference.

The fitness operator has been testing three White Card price points ($12.99/$15/$14.99/month) in 100 clubs, each with a matching control group. 

Intentions of a price increase may have led Planet Fitness to take a hit with its signup numbers, suggests Bloomberg, reporting that the fitness chain began advertising its standard $10/month promotion in mid-January. The publication cited a note from Stifel analyst Chris O’Cull: “We believe this was an indication the advertising campaign was not producing the desired results.”

Editor’s note: Planet Fitness told Athletech News it began its planned $10-per-month promotion in late December 2023, not January 2024 as originally reported by Bloomberg

Still, the big box fitness giant recently launched a media network for advertisers and is nearing 20 million members as it’s on a mission to continue attracting Gen Z and Millennials with its inclusive approach and budget-friendly prices. 

Xponential, a leading boutique fitness franchisor now pushing into the weight-loss medication market, touted increased membership numbers, studio visits and sales growth in 2023 during its participation at the ICR 2024 Conference and the Jefferies Winter Consumer Summit last month.

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Two leading Xponential Fitness brands, CycleBar and Pure Barre, are honoring American Heart Month this February with a new strength-based class format offered by the indoor cycling brand and joint heart-health initiatives.

Both Pure Barre and CycleBar were recently featured on Entrepreneur’s 2024 Franchise 500, recognizing the two boutique brands as leading fitness and wellness franchises based on factors such as brand power, support and growth. CycleBar earned bragging rates as the only indoor cycling franchise that made the list.

Strength Training for Heart Health

In celebration of American Heart Month, CycleBar’s new strength class integrates cardio and strength in a single workout session, supporting heart health and aligning with the American Heart Association’s recommendation of strength training at least twice a week, along with 2.5 hours of cardio exercise.

The class format uses eight and ten-pound bars for a wide range of cycling and strength-building benefits.

“Elevating the rider and community experience is always our number one priority at CycleBar,” said Trevor Lucas, president of CycleBar. “Strength training is proven to build lean muscle, increase bone density and improve heart health. By adding more of this training into our high-energy rhythm ride, we can give riders a more holistic fitness experience for longer, stronger, and healthier lives. Cycling doesn’t have to be just a cardio workout.”

Raising Awareness Through Fitness

Over at Pure Barre, the boutique barre brand will encourage members to share their #PureHeart “why,” and will participate alongside CycleBar in “National Wear Red Day” to bring awareness to heart disease. Pure Barre and CycleBar members can also donate to the American Heart Association’s “Life is Why” fundraiser at participating studios, which will fund research and public health advocacy.

“We support cardiovascular health in our workouts and our communities,” said Cheri Tennill, chief marketing officer of Pure Barre. “We’re thrilled to collaborate with the American Heart Association to share education on heart health with our community and further their vital mission. By raising awareness and providing an inclusive barre community, we can enable everyone to achieve the recommended 150 minutes of physical activity per week and improve their lives.”

Xponential Eyes International Expansion, Increased Profitability 

As Pure Barre keeps its pulse on American Heart Month in the U.S., the Xponential brand is seeing demand in Japan. At least 50 Pure Barre and YogaSix studios are expected to open following a master franchise agreement with Osaka-based Sunpark Co. Ltd, which is also a StretchLab master franchisee

Sunpark’s founder and CEO, entrepreneur Ken Takagi, has indicated that fitness and wellness are in their infancy in Japan, with Sunpark prepared to build the foundation for future boutique studio growth.

Meanwhile, in North America, Xponential increased its North American total member numbers by 21% in 2023, grew studio visits by 31% compared to 2022 and opened 557 new studios last year. 

The boutique fitness and wellness franchisor has also invested in the weight-loss drug sector and longevity space with metabolic health brand Lindora, its eleventh acquisition. The new brand was formally introduced at Xponential’s recent annual franchise convention.

“Our avid customer base, strong visitation trends and departure from the company-owned transition studio strategy position us well to increase profitability in 2024,” said Xponential founder and CEO Anthony Geisler.

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As fitness and wellness continue to rack up consumer interest and spending, several franchises have made Entrepreneur’s 2024 Franchise 500 Ranking list, with Crunch Fitness taking the top spot among fitness brands and several Xponential Fitness brands also securing a place. 

Aside from flexing the power of the health and fitness franchise industry, Entrepreneur’s list reveals the strength of the franchise system and the lure of franchising as a lucrative business model for both budding and established entrepreneurs. 

The publication then evaluated the franchisors based on associated costs and fees, support, size and growth and brand strength.

Three Fitness Franchises Crack Top 100 

Three fitness centers/studios broke into the top hundred on the list, with Crunch Fitness (#29) taking the top spot in the category. 

The popular fitness franchise has been working on an aggressive expansion plan, while one top Michigan-based Crunch Fitness franchisee recently announced plans to open as many as 75 Crunch Fitness gyms with the support of a private equity firm.  

Following Crunch was Anytime Fitness (#77), which inked a deal with Apple Fitness+ to offer the service to its members. There are also growth plans in the works, as Omega Fitness, the second largest Anytime Fitness franchisee in the U.S., was acquired by a private equity firm late last year.

Heart-rate-based boutique fitness franchise Orangetheory Fitness secured the #96 spot. The fitness franchise has developed a loyal following and is now eyeing the U.K. as the “cornerstone” of its international growth strategy. Orangetheory recently forged a deal to acquire and expand its London studios. 

Xponential Brands Make Their Mark

Club Pilates ranked at #202, securing the top Pilates fitness franchise title. Regarded as the most well-known and successful of Xponential’s eleven brands, the franchise has been targeting expansion in Europe. Xponential also saw Pure Barre rank on the list at #224, as the brand sees strong demand in Japan as well as North America.

Notably, only one assisted stretching franchise made the top 500 list: StretchLab, which ranked at #356. Another Xponential-backed fitness franchise, StretchLab, opened an assisted stretching location every three days last year. 

Xponential’s CycleBar also took the single indoor cycling franchise spot at #411. Similarly, only one yoga franchise cracked the top ten — Xponential’s YogaSix at #472. The boutique yoga franchise has grown across the U.S. and even at sea, with a presence on Princess Cruises. 

From Boutique to Big Box

Entrepreneur’s 2024 Franchise 500 Ranking list also highlighted the top contenders in specific fitness and wellness spaces. As demand for personal training continues to grow, The Exercise Coach, a personal training franchise, took the top spot in the category at #159. 

A fitness pioneer, Gold’s Gym took the #176 spot. The long-standing fitness powerhouse brand bolstered its leadership last year with the appointment of two co-CEOs.

Burn Boot Camp (#319) also made the list as the only camp-style fitness concept. A fast-growing 45-minute fitness franchise, Burn Boot Camp offers personal training in a small group setting, ensuring clients get focused attention with its results-driven sessions. 

Mayweather Boxing + Fitness took the top boxing and functional training spot at #357, while RockBox Fitness, a growing boxing, kickboxing and functional strength training franchise, grabbed #499 on the list.

D1 Training, an athletic training franchise with 100-plus facilities, also made the list at #446. Focusing on family workouts, group training and the untapped market of scholastic training, the D1 Training franchise plans to open 50 locations while another 100 are in development.

Wellness Brands Start To Emerge

In an era where busy consumers are looking for non-invasive treatments that promote longevity, energy and a feeling of overall wellness, wellness therapy and supplement franchises are set to flourish. 

Infrared sauna and red light therapy franchisors had strong representation with Perspire Sauna Studio taking the #336 spot. The franchise has been enjoying the “wellness boom,” especially as it zeros in on the Texas market.

Anti-aging and other wellness modalities such as IV therapy, cryotherapy and peptides were honored with Prime IV Hydration & Wellness following at #389. The wellness franchise operates in over 30 states and has been significantly expanding in Arizona.

A complete list of the health and wellness franchises that made Entrepreneur’s 2024 Franchise 500 can be found here. 

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Meta Quest and Puma have collaborated to host virtual and mixed-reality events at Puma store locations in Germany to extol the benefits of “the world’s smallest gym” — one without membership contracts and crowds.

The experiential concept allows guests to explore the diverse workouts offered by Meta Quest 3 and select from a variety of fitness experiences, including HIIT, boxing, Zumba, yoga and more. The immersive VR and MR workouts are held within a specially designed 2m x 2m space.

“It’s January and gyms are notoriously crowded,” wrote Stephania Silveira, group creative director of Reality Labs at Meta. “To demonstrate that you don’t need a lot of space or equipment for a great workout anywhere, Meta Quest teamed up with Puma Group to create ‘The World’s Smallest Gym’ – pods in high-footfall areas across Berlin, where consumers can try a range of curated fitness experiences.”

Supporting the engaging Meta Quest x Puma pop-up is NBA player and Puma athlete Dennis Schröder, who is praising the “World’s Smallest Gym” on his social media pages and encouraging consumers to book a session at Puma to give Meta Quest 3’s VR and MR fitness offerings a whirl.

The Meta Quest x Puma events will be held at Puma’s store in Berlin until February 3, in the East Side Mall until January 26th and in the Mall of Berlin from January 29 to February 3. Training sessions last around 15-20 minutes.

Fitness Brands Embrace Meta Quest 3

Meta has heavily invested in VR fitness, beginning with its successful battle with the FTC to acquire Within, maker of popular VR fitness app Supernatural, for a reported $400 million. 

The release of the new Meta Quest 3 headset, which dropped in late 2023, showed advancements in virtual fitness along with mixed reality capabilities like full-color passthrough and natural depth perception so users can incorporate accessories such as weights into their fitness experience.

Xponential Fitness recently joined the Meta Quest 3 platform, bringing three of its most popular studio brands – Club Pilates, Pure Barre and StretchLab – to the virtual world.

“As these technologies become more mainstream, we’ve seized the opportunity to enhance immersion while maintaining the efficiency of 2D digital fitness,” Garrett Marshall, Xponential+ president, told Athletech News. “Unlike typical VR fitness games, the Quest 3 headset’s technological advancements empower us to deliver proven workouts from leading fitness brands, all while harnessing the best virtual and social features.”

Les Mills has also signed onto Meta Quest 3 with XR Bodycombat, a mixed-reality martial arts fitness game where players can blend their real-life environment with a virtual training space.

FitXR is also taking advantage of Meta’s advancements with the recent launch of Slam, adding to its robust line of multiplayer workout studios across Box, Dance, HIIT, Sculpt, Combat and Zumba.

Sam Cole, FitXR founder and CEO, told Athletech News that the gamification of Slam allows FitXR to reach “an entirely new group of users who are anxious about exercise, and young people who are addicted to sedentary gaming.”

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Aktiv Solutions, a commercial and home gym design company specializing in movement-based training, has named Mike Kelly its new global vice president of sales as it plots its expansion into key market segments, distribution partnerships and upcoming product announcements.

Kelly joins Aktiv Solutions with over 30 years of fitness and wellness industry experience, specializing in sales growth and strategic initiatives. He has robust expertise in building client-based partnerships with health clubs, YMCA Groups and fitness equipment distributors. Kelly previously served in executive leadership roles for Cybex International, Core Health & Fitness, True Fitness and Octane. 

The fitness industry vet succeeds Gordon Stirling, who has transitioned to a new role as senior vice president of hospitality and development. Moving forward, Kelly will lead Aktiv’s sales team, while Stirling will focus on advancing the company’s enterprise-level relationships in hospitality and multifamily housing.

“We are thrilled to welcome Mike Kelly to the Aktiv Solutions team,” said Bryan Green, Aktiv’s founder and CEO. “Mike is a highly respected leader with a deep understanding of our industry and a passion for helping fitness operators achieve their goals. His extensive experience in sales management, team building, and strategic planning will be invaluable as we continue to grow and expand our global reach.”

Green added that Akitv felt it was particularly important at this time to invest more broadly in its sales leadership team. He spoke to Athletech News late last year about Aktiv’s unique approach to optimizing gym spaces, remaining on-trend to meet fitness operators’ current needs while providing flexibility for future changes and fitness modalities. 

Aktiv had a successful 2023, bolstered by new and extended partnerships with brands like Xponential Fitness, Plunge and Freemotion Fitness. Aktiv also acquired gym design and consulting firm Fitspace Design last year to elevate its commercial fitness offerings.

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Restore Hyper Wellness, a fast-growing boutique wellness franchise, has launched a new personalized weight management program combining semaglutide medication such as Ozempic and Wegovy with the brand’s therapeutic approach to wellness and health.

Unlike some other weight-management programs quickly popping up as demand for GLP-1s spikes, Restore Hyper Wellness is taking a full-service approach.

The latest offering was developed by Restore’s chief medical officer, Dr. Rich Joseph, a physician specializing in metabolic health and obesity. The program will be found in select Restore locations nationwide. 

How It Works

Weight loss-seeking Restore clients first undergo an InBody scan that determines body fat percentage and skeletal muscle mass, a metabolic health blood panel and a telehealth call with a Nurse Practitioner. Along with the use of FDA-approved medications, exercise and a healthy diet are integral parts of the program.

“Our goal is to increase access to effective weight management medications, employ and evaluate rigorous clinical standards based on body composition and provide the education to empower supportive lifestyle behavioral changes,” Dr. Joseph said.

With over 225 locations and more to come, Restore received a $140 million investment led by General Atlantic to accelerate growth and innovation in 2021.

The wellness franchise is hosting two complimentary Zoom-based Discovery Nights on January 9 and January 10, 2024, with Dr. Rich providing a comprehensive look at the new weight loss program. Following the presentation, attendees can ask Dr. Joseph questions about Restore’s latest offering.

“For the first time in human history, more people will die from obesity and its comorbid conditions, such as high blood pressure, type 2 diabetes and obstructive sleep apnea, than famine,” Dr. Joseph noted. “By 2030, an estimated half of the U.S. population will have obesity, with a disproportionate rise in those with severe obesity. By helping clients with sustainable weight loss, Restore Hyper Wellness aims to help them achieve the energy needed to do more of what they love  — now and long into the future.”

The Restore Approach

In addition to its new weight loss medication and support services, Restore offers science-backed health and performance therapies such as cryotherapy, red light therapy, compression, IV drip therapy, as well as Cryoskin Slimming and Toning sessions to support the weight loss journey.

Last October, Restore named co-founder Steve Welch as its CEO as the holistic wellness franchise prepares to scale to 500 locations in the next five years.

A passionate health and wellness advocate, Welch had shared with Athletech News that Restore is investing heavily in products, technology and partnerships to help clients feel better today and arm them with tools for an even better tomorrow.

“Over the last eight years, we have provided over five million therapy services and learned that Americans want to take control of their health,” Welch said. “They are hungry to understand how to make change.”

The Rise of GLP-1s

Restore is the latest fitness and wellness brand to enter the GLP-1 game, a money-making space projected to be worth $100 billion by 2030.

Boutique fitness franchisor Xponential Fitness has set its sights on the promises of semaglutides with its recently acquired eleventh brand, Lindora, which touts 31 metabolic health clinics offering weight loss medications. Life Time, a luxury fitness and lifestyle operator, is also piloting a medical-expert staffed clinic at its Target Center in downtown Minneapolis, offering weight loss drugs and non-invasive therapies such as infrared saunas, red light therapy, peptides, hormone replacement therapy, IV therapy and cryotherapy chambers.

Most recently, Equinox unveiled a new personal training program geared toward GLP-1-taking clients to combat side effects such as muscle loss and to help them build long-lasting health and fitness habits. 

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At least 50 Pure Barre and YogaSix studios are expected to open in Japan after Xponential Fitness signed a master franchise agreement with Osaka-based Sunpark Co. Ltd., a StretchLab master franchisee and franchisor of restaurants, entertainment concepts and fitness centers.

The deal marks the first expansion of Pure Barre into Asia, with it and YogaSix joining four of Xponential’s other brands with a current presence in Japan: Club Pilates, StretchLab, CycleBar, Rumble Boxing and AKT. As for YogaSix, Xponential signed its first international agreement for the brand for Germany with an existing master franchisee of Club Pilates.

The master franchise agreement follows Sunpark’s launch of StretchLab, which opened its first location last summer in Tokyo. The assisted stretching brand has been a hit in the U.S. and elsewhere, opening its 400th location in November.

“Sunpark’s track record of expansion in Japan and Asia with multiple restaurant brands blends well with Xponential’s extensive experience in boutique fitness,” said John Kersh, chief international development officer of Xponential Fitness. “We are excited to expand into a new, multi-brand relationship with Sunpark.”

The Japanese market has caught the interest of Xponential as the company continues to scale, Kersh told Athletech News in a November interview.

“Japan has a growing population of people that are participating in gyms and other fitness activities,” he noted. “And it’s got a really strong franchising culture and background.”

Entrepreneur Ken Takagi, founder and CEO of Sunpark, also noted that the fitness and wellness sector is still in its infancy in Japan. Sunpark is ready to help build a strong foundation for growth, he assures.

“We believe the time is right to build on our successful launch of StretchLab by introducing Pure Barre and YogaSix to the market and continue tapping into the strong consumer demand for health, wellness and fitness,” Takagi said.

With eight brands operating or in development in 23 countries, Xponential has continued to grow its international presence, recently appointing franchising industry veteran Bob Kaufman as president of international to expand its number of overseas locations.

In addition to its international growth plans, Xponential is embarking on a new frontier with the recent acquisition of Lindora’s metabolic health clinics — a move marking the franchisor’s entrance into the GLP-1 weight-loss drug and non-invasive wellness therapies game.

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Xponential Fitness, the leading global boutique fitness franchisor, is entering 2024 fortified with its recently acquired eleventh brand, Lindora, a chain of metabolic health clinics offering weight-loss drugs and various wellness therapies.

A departure from its ten fitness-focused brands – Pure Barre, Club Pilates, CycleBar, YogaSix, StretchLab, Row House, AKT, Rumble Boxing, Stride Fitness and Body Fit Training – the acquisition of Lindora signals Xponential’s entrance into the surging weight-loss medication market and booming wellness sector.

Sarah Luna, president of Xponential Fitness, spoke with Athletech News about the Lindora deal and previewed what Xponential views as the major fitness and wellness trends to watch in 2024, including increased personalization, mobility training and immersive experiences. 

Head Start on Metabolic Health

Xponential and luxury lifestyle operator Life Time are currently the only two major fitness brands to have invested in the weight-loss medication market, aware of the enormous power of GLP-1s that has upended the traditional diet and weight loss industry, as seen with WeightWatchers and Noom.

“A lot of it is just being in touch with what consumers want and then being able to execute on it,” Luna said of Xponential’s early investment in the sector through Lindora.

It’s that part – the execution – that Luna says gives Xponential an edge.

“We’ve really figured out the best way to leverage the franchise model as a distribution model and bring more concepts to more markets, and then be able to give customers a really great experience that allows them to have a consistent offering,” she said.

Xponential’s deal for Lindora includes all of the metabolic health clinic’s intellectual property and will see all 31 Lindora clinics (30 of which are in Southern California and one in Washington) transition into Xponential-owned locations. Xponential plans to franchise and scale the Lindora brand globally. 

Fitness & Wellness Synergies

While GLP-1s can jumpstart weight loss, experts agree that incorporating fitness training is essential. Luna shares that Xponential plans to have some cross-promotion within local communities where it has fitness studios and Lindora wellness boutiques. In time, there’s also an opportunity for Lindora to bolster Xponential’s digital fitness offerings.

“We’ll be able to leverage XPass and our on-demand platform to bring some of the components of Lindora over for other brands and vice versa,” Luna said. “I think there are mindful practices and services that Lindora offers that we’ll be able to replicate in an online experience.”

The Lindora acquisition has also energized franchisees within the Xponential network for its GLP-1 services and wellness therapies, such as hormone replacement therapy and IV hydration. 

“Our existing franchisees are excited about launching Lindora as they feel like it’s a perfect acquisition and perfect development within their own portfolios,” Luna shared. “We’ve had a lot of owners that are happy with their experience within the parent company and within (their) individual brand, and they want to go deeper in the partnership.”

2024 Trends: The Rise of Personalized Experiences & Mobility

As consumers become more health and wellness-focused, they’re looking for personalized fitness and wellness experiences, ranging from tailored workouts, nutrition plans and strategies to meet their needs and preferences, Luna and Xponential predict. Offering fitness and wellness personalization helps users meet their goals and increases user engagement.

“It’s no surprise that fitness and well-being are becoming holistic and a 360-approach to people’s lives so that it’s more of a lifestyle and less (about) doing fitness one hour a day or three times a week,” Luna said.

Mobility training, in particular, has seen a surge due to its movement and athletic performance-boosting capabilities. It’s an area that Xponential has tapped into with StretchLab, which opened its 400th location this fall in addition to 900-plus signed franchise agreements and studios in development across the globe.

Pure Barre also saw success this year, experiencing record-breaking sales in November, Luna noted.

“It’s seen a very strong comeback with in-studio visitations and revenues as a whole,” she said of the barre franchise.

Xponential’s Approach To Franchising 

As Lindora grows its footprint, Xponential anticipates an organic overlap of complementary brands, as the franchisor mindfully places studios where its consumers are, which may result in ‘health and wellness rows’ — a growing concept across the fitness and real estate industry. 

The franchise model, Luna notes, provides a “business in a box” solution for those who want to get into health and wellness and want to scale, but need some help.

“Maybe they don’t have an MBA or they don’t have all the business experience that they would need to be successful on their own,” she said. “So franchising really is the vehicle that allows them to be successful entrepreneurs, and have a supporter in Xponential.”

More To Come: Immersive Experiences & Brand Partnerships

In addition to its franchise endeavors, Xponential will continue to jump on one of 2024’s likely trends: experience-driven fitness with memorable and immersive experiences.

The brand had success this past summer with Movement Live by Michelob Ultra, linking the beer brand with Rumble Boxing for a concert-style workout with live music performances by Alesso and Loud Luxury.

“We are looking at continuing with that partnership as well as looking at other ways to do co-branded and B2B partnerships,” Luna said. “We see that as a really fun way for studios, members and new customers to engage with our brands.”

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Luxury fitness and wellness brand Equinox is starting the new year with a personal training program designed for clients on popular weight-loss medications such as Ozempic and Wegovy or who are interested in using GLP-1s.

The famed fitness club is one of the first to roll out such a program in response to the market-disrupting impact of weight loss medications. 

“We’re creating an internal education program at the Equinox Fitness Training Institute, adding the GLP1 protocol to coach the many members using them,” Equinox club coach Michael Crandall told People.com, which first reported the new program. “The drugs work so well, but we felt like something really important was missing for our clients on them. Weight loss interventions should always be done with a training program to get the best results.”

Crandall is leading the new program, a move following Equinox recently adding a Health Advisory Board featuring a panel of medical and wellness experts designed to support Equinox Fitness Training Institute, which offers accredited curriculum and board certification for performance coaches. 

Fitness Brands Embrace Ozempic

While Equinox isn’t directly offering weight loss medications like Life Time or Xponential Fitness, which recently acquired Lindora health clinics, targeting clientele using the injectables can also prove lucrative. The numbers speak for themselves: roughly 3.6 million patients in the U.S. with insurance had a prescription claim for a GLP-1 in 2022, found Trilliant Health.

And while GLP-1s are causing consumers to shed weight rapidly, it does come with a price — losing weight too quickly can cause medication users to lose valuable lean muscle mass. Equinox’s fitness coaches will learn how to create workout plans for those experiencing GLP-1 side effects, helping them mitigate any muscle loss through aerobic or anaerobic conditioning or strength training, Crandall explained. 

However, a crucial component of Equinox’s new program is empowering clients to cultivate better habits and lead a healthy lifestyle for the long haul.

“Our clients are thinking weight loss for the long term, and they’re very motivated to keep the weight off,” he told People. “What we’re doing in empowering them so when they ease themselves off, they won’t be nervous or worried they’re just going to put it right back on.”

In tandem with the rise of GLP-1s, fitness and wellness enthusiasts are seeking customized experiences under the guidance of a coach, whether it’s for fitness, nutrition or both. Last spring, the luxury lifestyle and fitness brand announced plans to hire 5,000 fitness coaches in response to demand for personal training services. 

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Fitness and wellness are growing priorities for many. According to Lululemon’s 2023 Global Wellbeing Report, 67% of people place wellbeing as a top priority, but only 12% say their wellbeing is where it should be. Looking back at 2023 and toward 2024, how will consumers try to narrow the gap between their fitness goals and their current reality?

Consumers’ affinity for connected fitness remains an open question, although virtual reality seems to have carved out a niche for those who desire gamified workouts. Wearables continue to advance, but are they innovating too fast? Strength is seemingly here to stay, with Pilates and functional training more popular than ever. And how will the rise of weight loss drugs impact the traditional fitness industry? While the future of fitness and wellness is uncertain, one thing is for sure: the industry is unlikely to show any signs of slowing down in 2024.    

To get you ready for a new year, Athletech News previews the top fitness and wellness trends to watch in 2024:

• 

  Can Connected Fitness Rebound?

  Connected fitness has been slow to recover from the post-pandemic surge in popularity of in-person workouts. Lululemon stopped selling Mirror, its connected fitness unit, at the end of 2023. It even struck a five-year deal with Peloton to provide fitness content for Lululemon Studio, which is replacing Mirror, as well as create co-branded apparel. The two companies also hosted a series of in-person events, demonstrating a collaboration between the one-time competitors. Earnings showed that Lululemon’s previous $500 million acquisition of Mirror was nearly worthless. Mirror’s downfall might be reflective of the current state of connected fitness. 

  Peloton, meanwhile, continues to cite hope for a turnaround. It recently rebranded to a more content-focused model, and offered extensive holiday deals in November to drive sales, including up to $700 off of Peloton purchases. The company is facing difficulties converting free app users into paying subscribers, which has led to wider-than-expected losses. Peloton is hoping to boost revenue with high-profile partnerships and the relaunch of Tread+, but the company has cited concerns that inflation-weary consumers will hesitate to invest in its expensive hardware.

  Connected fitness companies that focused on premium hardware as opposed to virtual programming have also been struggling, such as Tonal and Hydrow, each of which began 2023 with layoffs. Even Clmbr, the LeBron James and Jay-Z-backed vertical climber maker, laid off around 25% of its staff earlier this year before being acquired by Forme.

• 

  Will In-Person Fitness Continue To Grow?

  While connected fitness struggles, in-person is back and better than ever. IHRSA’s 2023 Global Report cited a resurgence of consumers connecting and engaging during in-person workouts. Today, boutique fitness accounts for 42% of all gym memberships. The report also cited high-value, low-price and luxury fitness facilities gaining the most over 2023.

  Planet Fitness continues to win big with Gen Z: Morning Consult named the brand on a list of top ten leading companies that young consumers are eyeing. The fitness franchise has an active presence on social media platforms, and its “Classic Membership” is just $10 a month, a price that hasn’t been raised in 30 years, although the brand is considering a slight increase. Crunch Fitness is also expanding rapidly. The New York-based franchise brand currently has over two million members and operates over 450 gyms worldwide. CR Fitness, the top Crunch Franchisee, plans to build 15-20 fitness clubs per year, growth that has led to over 1,000 employment opportunities. 

• 

  What’s Next for Weight Loss Drugs?

  GLP-1 weight-loss drugs have also taken the fitness and wellness world by storm this year. Barclays has estimated that the industry could be worth $100 billion by 2030 and perhaps even $200 billion within the next ten years. WeightWatchers notably pivoted from its points system and weight-loss meetings to offering access to weight loss and diabetes drugs. Food companies have noticed declining sales and have scrambled to shift their strategic focus. Nestlé has created new vitamin and mineral-packed products for those on appetite suppressants. 

  The fitness industry has been eager to welcome GLP-1 users: Life Time launched the Miora Longevity and Performance clinic at its flagship Target Center health club in downtown Minneapolis. The clinic offers doctors, physician assistants, nurses and personal trainers in addition to weight loss drugs and non-invasive therapies like red light therapy, hormone replacement therapy, and infrared saunas. Xponential Fitness has also leaned into the weight loss medication sector, acquiring Lindora, a metabolic health clinic.

• 

  Will Strength Training Continue To Surge?

  According to MindBody’s 2024 fitness trend report, the top three workouts of 2023 were Pilates, yoga, and strength training. Strength training in particular is growing in popularity with Gen Z. Les Mills partnered with Adidas earlier this year on a strength-focused workout to target younger consumers. The launch of Nike Strength, a collection of strength training equipment for elite and everyday athletes, also demonstrates the growth of the category. Pure Barre launched Define, a low-impact fitness class that incorporates heavier weights than those used by most boutique fitness brands. CorePower Yoga’s most recent class addition was Strength X, a high-intensity strength training class that incorporates traditional yoga poses with targeted resistance exercises. Orangetheory Fitness, known for its cardio workouts, has also gotten into the strength training craze.

  At 2023’s IHRSA Convention in San Diego, Fabrizio Cecchinelli, format manager at Technogym, cited two main reasons for strength training’s surge in popularity: social media and science. Strength training’s photogenic nature makes for aesthetically pleasing posts. The science behind strength training has also propelled workouts, as a search on PubMed, the National Institute of Health’s database of biotechnology information, revealed that in the last decade, the number of searches for scientific information related to the benefits of strength training increased almost fourfold.

• 

  Can Fitness Wearables Bridge the Healthcare Gap?

  Wearables continued to evolve in 2023 as consumers using the devices for reaching various fitness goals are increasingly using wearables to generally monitor their health. New hardware, software, and apps have allowed turned wearables into customizable health clinics. Heart rate monitors are standard on many wearables, and some even have FDA approval for detecting abnormalities like atrial fibrillation. Whoop offers a feature called Health Monitor which provides a daily update on all user metrics. Members can send this report as a PDF directly to a doctor or medical professional. Devices have also gotten more social. Oura launched Circles earlier this year, where members can share high-level data like “Readiness,” “Sleep,” and “Activity” scores with friends and family members. Apple Watch also allows users to share their activity with family, friends or coaches.

  Strength training has also become more prominent in the wearables market. Whoop became the first fitness wearable to measure strength earlier this year. It now allows users to measure strain during strength workouts by tracking weights, reps and sets for a personalized view of their training. Oura also launched a co-branded Rest & Recovery kit with Equinox that featured a specially designed ring cover for weight training and strenuous workouts. The innovation addressed users’ concerns about the Oura ring being less compatible with barbell training. 

• 

  Will VR Fitness Take Off?

  While connected fitness has waned, virtual reality (VR) fitness is a fairly nascent field, but one that’s becoming more prominent in the industry. Les Mills is investing in the space, with its recent launch of XR Dance and Bodycombat. Xponential Fitness has created Xponential+, a new virtual and mixed-reality app for Meta Quest 3 that allows users to essentially take boutique fitness classes in their living room.

  On the athleisure front. Alo Yoga teamed up with Obsess, the experiential e-commerce platform, to launch an immersive virtual reality shopping experience. But it hasn’t been all fun and games—Meta was sued earlier this fall by Andre Elijah Immersive Inc (AEI), a self-proclaimed new entrant to the VR fitness space which alleged that it developed a fitness yoga app with Meta and Alo before the relationship soured. Most of the lawsuit alleges that Meta has a vertical monopoly on the VR fitness space, and colluded with Alo to keep AEI out of the market. Despite some setbacks, Meta is still leaning into the health and fitness space, believing in the power of virtual reality to make workouts fun and engaging. 

The post The Fitness & Wellness Trends To Watch in 2024 appeared first on Athletech News.

If you own a boutique fitness studio or a franchise enterprise, your business must be in your pocket at all times. You need to be able to respond, manage, react and control 24/7 in ways that satisfy and please partners, franchisees and ultimately – members.

ClubReady builds custom, fully integrated solutions to help individual boutique fitness studios and large franchise brands alike do just that – with efficiency, thoroughness, precision and ease. The platform boasts clients including Xponential Fitness, Stretch Zone and TITLE Boxing Club, and handles everything from member engagement and outreach to sales, marketing and billing. 

“ClubReady is an all-in-one solution designed for both enterprise functionality and single-store-operators to create and govern their CRM playbook and control the narrative of corporate to studio level operations while focusing on driving and reporting on all key results and metrics like no other platform,” said Chris Gallo, VP of Sales for ClubReady. “That’s been the edict since its inception.”

Build a Community & Members Will Stay

Gallo says client engagement is what makes or breaks boutique fitness studios. 

“If you are not building and nurturing a “real” community, then you are behind the times,” he warns.

ClubReady offers a host of tools to help boutique fitness studios do just that, and they’re very powerful when packaged together. From a fast and efficient booking system to gamification tools to integrated referral programs to delivering marketing and brand culture content, it’s all at the user’s fingertips. 

“A member can open the app and see all the tiles including their physiological history, training results, their spot on the leaderboard when working out, and what events are coming up,” Gallo notes. “You can manage your account, book the spot you want in class, join challenges and compete with friends. All of this builds trust, brand loyalty and also that community feel.”

Deliver Customized, Genuine Messaging

Nurturing prospects and members with continual communication is critical, which Gallo says must be authentic, customized and personal.

“MMS is a key and critical part of creating the member journey,” he says. “Sending automated emails is a thing of the past. (MMS) is where the most efficient and genuine interactions take place, and ClubReady is the gold standard in this regard with the advent of our CR Connect Suite in 2023.”

Gallo offers an example of a yoga studio receiving a question from a prospect who’s just tried their first class. 

“It’s critical that this potential new member receives a personal message back quickly, so your team has to be pocket-ready, app-in-hand, and the process has to be seamless.  It is what I refer to as ‘speed to lead,’” he says. “If a canned AI-driven message goes back to that prospect, the trust you have started to build is immediately negated. Exercise engagement has a lot of behavioral factors that simply need to be respected.”

Do Business Your Way

ClubReady is fully integrated, so studio owners don’t need to go outside the platform to run any piece of their business. 

“This high-tech, high-touch, and productized approach is in our DNA,” Gallo says. “Every brand wants to run their business a certain way – handle their leads and prospects and members a certain way – and ClubReady boasts the platform to accommodate that. 

When it comes to franchise brands, ClubReady offers complete flexibility in how they want to manage individual franchisees to match the needs of their franchise culture with respect to their active franchise disclosure documents (FDDs). 

“You can lock down the business from the top down, or let individual stores manage their own style in a wide open approach (not suggested), or create an interplay somewhere in between,” Gallo notes.

The ‘Blocking & Tackling’ of Fitness Business

A challenge for every boutique fitness studio and franchisor is finding the time to dig into the numbers, understand the story they tell and then apply those learnings to grow the business. 

ClubReady helps with that, too.

“We have the most powerful reporting engine in the industry with the most detailed analytics, visually displayed and presented in such a way that even the least sophisticated of operators can make sense out of,” Gallo says. 

The platform shows how classes are trending and what instructors are most successful so that operators can adjust. It also has robust lead-tracking capabilities.

“ClubReady tracks where every referral and lead comes from and then lets you follow the nuances of each prospect’s journey using what we call our LASER tracking tools: Leads to Appointments to Shows to Enrollments to Referrals,” Gallo notes. “The store operators can execute on it using our tools and have it all reported back in an easy-to-digest fashion.”

“Starting with the inception of the lead and where it originated, be it organic social media marketing like Instagram, a digital marketing spend like Facebook Ads or YouTube, or lastly website contact forms and landing pages, it is all tracked,” he adds. “You see the financial results of course, but also understand what drove those revenues; from the team’s efforts to the marketing approach. That is unique as it relates to member management software.” 

For new businesses or those scaling up, ClubReady also has a Concierge Services Division that will run presales and start marketing for studios that are about to launch.

“We recently created a presale campaign run through Concierge Services using a heavy MMS approach for a new Rumble (Boxing) store and sold over 400 memberships before they even opened their doors,” Gallo says.

ClubReady calls itself the “all-in-one” solution for fitness business success from startup to scale-up.

“The uniqueness of the platform is its ability to truly create and set the playbook at the macro level for a franchisor or multi-store operator and push that narrative down to the micro level for in-store operations mastery, efficiency and brand-wide consistency,” Gallo says.

The post Why ClubReady Is Trusted by Boutique Fitness Brands Big & Small appeared first on Athletech News.

Relive Health is opening its first locations in East Rutherford, New Jersey, and Chamblee, Georgia, adding to its growing portfolio of 12 other locations in Texas, Minnesota, Maryland, Tennessee and Florida. 

Both locations are slated to open in early 2024, each becoming the first of multiple locations Relive Health in the Tri-State area in New York, New Jersey and Connecticut, and the Atlanta Metropolitan area. 

The anti-aging and wellness franchise, founded in 2017 and based in Florida, provides longevity-seeking clients with customized treatment programs, hormone optimization, medical aesthetics, vitamin therapy and regenerative medicine. Each Relieve Health client begins with a 52-panel blood work analysis, body composition audit and skin analysis using Visia technology. Qualified clients can also receive medical weight loss options, such as GLP-1s.

Backed by Top Franchise Group

New York-based Empire Portfolio Group is behind the expansion in N.J. and Georgia. The wellness services franchisee is also an area representative of Orangetheory Fitness, operating and overseeing 140-plus studios on the East Coast.

Adam Krell, CEO of Empire Portfolio Group, noted that introducing Relive Health to New Jersey and Georgia is a highly anticipated moment for the group. 

“We are confident that by offering a customized, whole-person approach to innovative treatments and client care, we can enhance and extend lives, while promoting mental health, physical well-being and confidence for all,” Krell said.

Both locations in New Jersey and Georgia will offer a $99 VIP founding membership rate for the first 200 members. Each month, Relive Health members can take advantage of wellness services such as IV hydration, ozone therapy, a signature HydraFacial, comprehensive blood work and complimentary B12 shots. Additional discounts are also offered on aesthetic services such as Botox, Xeomin, dermal fillers, and medical-grade skincare products.

Weight Loss Drugs Continue To Soar

Weight loss medication services have been a top industry trend in 2023, with no signs of slowing down. The market disruptor is expected to be worth an estimated $100 billion by 2030.

In addition to Relieve Health, other wellness and fitness brands have embraced the weight loss miracle drugs at consumers’ request. This year alone, major players in the fitness industry, such as Life Time and Xponential Fitness, have invested in GLP-1s. 

Life Time, a luxury fitness and wellness operator, has rolled out Miora Longevity and Performance at its flagship Target Center health club in Minneapolis. The clinic offers weight loss drugs under medical supervision and infrared saunas, red light therapy, peptides, hormone replacement therapy, IV therapy and cryotherapy chambers. While Miora Longevity and Performance is currently a pilot program, Life Time plans to introduce the services to its 170-plus locations, depending on the clinic’s performance.

Xponential Fitness, an international boutique fitness franchisor, recently acquired its eleventh brand with Lindora, a metabolic health clinic offering weight loss medications, hormone replacement therapy and IV hydration. The deal, which is slated to close in early 2024, sees the fitness franchisor acquiring Lindora’s 31 clinics with plans to franchise the brand on a national and international scale. 

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A mixed-use community in Oakland Park, Florida, is welcoming Pure Barre and Pause Studio to its ground-floor retail offerings, a concept driven by Newrock Partners, a real estate development community.

Dubbed “Oaklyn,” the community of 274 luxury apartments sits atop 19,000 square feet of retail space at 3333 North Federal Highway, blending lifestyle and community with convenient access to holistic health experiences. 

Women’s boutique retailer Monkees is also settling into the Oaklyn neighborhood in addition to Pure Barre, one of Xponential Fitness’ leading franchise brands, and Pause Studio.

“Pure Barre, Monkees and Pause Studio bring diversity and depth to our retail offerings, ensuring that Oaklyn remains a vibrant place for all to enjoy,” said Josh Deitchman, a principal at Newrock Partners. “We are committed to cultivating an environment that promotes well-being and connectivity, and these esteemed partners perfectly complement our vision.”

Pure Barre will be housed in a 2,100-square-foot space and is expected to open in January 2024. The brand has over 600 studios across North America, which has gained devotees for its low-impact, full-body workout. 

Pause Studio, set to open in the summer of 2024, will be found in a 3,100-square-foot space and will offer a variety of wellness modalities, including infrared saunas and cold plunge contrast therapy en suite, as well as sensory deprivation float pods, all in private rooms equipped with showers and Le Labo bath products. Pause also offers full-body cryotherapy, LED light therapy, vitamin IV drips, vitamin shots and Normatec compression. The wellness brand recently announced a collaboration with Hyperice, bringing recovery technology products to its studios as it eyes expansion.

“Pause Studio stands as a peaceful retreat within Oaklyn, fostering a comprehensive approach to well-being,” said Meghan Linville, a director at Newrock Partners. “With a diverse array of practices, it embodies our commitment to creating a tranquil space where patrons and visitors to the campus can nurture both mind and body, promoting inner balance and rejuvenation.”

With fitness and wellness taking center stage in consumers’ lives, real estate development companies are taking note. 

Luxury lifestyle operator Life Time recently opened Penn 1, a wellness-focused destination adjacent to New York City’s Madison Square Garden. The 54,000-square-foot space offers Life Time’s signature athletic country clubs to office personnel, commuters and residents. In early 2024, Life Time is planning to open part two of the development, which includes an indoor pickleball club with seven courts and small group training spaces.

Residential real estate has seen continued growth, with developers realizing that a mixed-use aspect creates a sense of permanence and, as JPMorgan predicts, could play a pivotal role in the future of real estate. When examining the rising wellness trend, it makes sense that such zones may look to integrate amenities and services that promote fitness and health.

“Before the pandemic, mixed-use developments often were thought of as just a variety of spaces. But now, it’s not about that — it’s about spaces that people want to use 24 hours a day,” noted Beatriz de Paz, a design director for Gensler.

The post Pause Studio, Pure Barre Bring Wellness Zeal to Florida Mixed-Use Complex appeared first on Athletech News.

In the first full year of post-pandemic life, the fitness and wellness industry has seen its fair share of headlines, both positive and negative. 

While dealmaking has cooled off some from its pandemic-era high, there still were plenty of major fitness and wellness moves in 2023, including brand partnerships, nine-figure funding rounds and celebrity endorsement deals. 

Athletech News recaps the eight fitness and wellness moves that defined 2023, and forecasts what each could mean as we enter a new year.

• 

  1. Peloton, Lululemon Strike Content & Apparel Partnership 

  Two of the biggest brands in the fitness and activewear categories joined forces in a major way in 2023. As part of a five-year global partnership, Peloton agreed to create exclusive digital fitness content for Lululemon Studio, while Lululemon became Peloton’s official apparel partner, creating co-branded clothing for instructors and fans. 

  Why It Matters:

  The deal marked the final nail in the coffin for the Mirror, Lululemon’s ill-fated piece of connected fitness hardware that never quite lived up to its $500 million price tag. Lululemon announced it would be officially discontinuing Mirror, instead pivoting fully to Lululemon Studio, its digital fitness platform which now gives members access to Peloton’s library of workout classes. 

  For Peloton, the deal shows the connected fitness company’s commitment to becoming more than just a “bike company,” as it looks to offer different types of fitness content, from yoga to strength training, in addition to spin classes. 

  What To Watch in 2024:

  While Peloton has built a large following of dedicated fitness fans, the jury is still out on whether the company can successfully transition from being a cycling-focused brand to a one-stop shop for diverse fitness content. Providing content for Lululemon Studio will expose Peloton’s workouts to even more people around the world, potentially helping the connected fitness company make good on its bold expansion plans.

• 

  2. WeightWatchers, Life Time & Xponential Make GLP-1 Moves

  For better or worse, the weight-loss-drug era is officially here. GLP-1s like Ozempic and Wegovy are flying off the proverbial shelves as consumers seek access to the drugs, which have been celebrated for their proven ability to help people lose significant amounts of weight in a relatively short period of time. 

  WeightWatchers acquired telehealth brand Sequence in early 2023, a move that signaled the weight loss company’s shift from a food-based approach to adopting prescription drugs including GLP-1s. WeightWatchers still offers its famous Points Program, but the company has made weight loss meds a core part of its offering. 

  In the fitness realm, brands including Life Time and Xponential Fitness are embracing weight-loss drugs. In November, Life Time launched its first Miora Longevity and Performance clinic, offering members access to GLP-1s such as Ozempic under medical supervision, in addition to a host of other wellness benefits. 

  Xponential, meanwhile, announced its intention to acquire Lindora, a metabolic health brand with clinics offering weight-loss medications. Xponential plans to rapidly scale the brand through franchising. 

  Why It Matters:

  The deals struck by WeightWatchers, Life Time and Xponential show that at least some established fitness and wellness brands are willing to embrace GLP-1s, making weight loss meds an important part of their business strategy. 

  What To Watch in 2024:

  There’s still much to learn about the long-term effects of GLP-1s on sustained weight loss and other aspects of health. Some analysts predict that the rise of weight-loss drugs will lead to a corresponding rise in gym membership sales as more consumers become confident enough in their bodies to want to hit the gym; others have expressed skepticism about the drugs’ ability to spur meaningful changes in people’s fitness and wellness habits.

• 

  3. Apple Partners With Anytime Fitness

  Apple has been pushing further into fitness and wellness for several years now, with advancements in Apple Health and the launch of Apple Fitness+. In November, the tech giant inked its first deal with a gym brand, partnering with Minnesota-based Anytime Fitness. Through the collaboration, Anytime Fitness members across the U.S. and Canada will have access to an Apple Fitness+ subscription included in their membership at no extra cost. The two companies could take their partnership even further with more collaborations down the road, Anytime Fitness CEO Chuck Runyon has told Athletech News. 

  Why It Matters:

  The deal marks Apple’s firm entry into the brick-and-mortar gym space, potentially signaling a major shift in how the company will approach fitness and wellness in 2024 and beyond.  

  What To Watch in 2024:

  It will be interesting to see if Apple partners with any other gym brands, or if the tech giant is content to ride with Anytime Fitness and its network of 5,200 locations worldwide for the time being. For Anytime Fitness, can a partnership with Apple sway consumers to choose AF over rival low-price, high-value gym chains like Planet Fitness, Crunch Fitness and others?

• 

  4. Pvolve Inks Deal With Jennifer Aniston

  Functional Fitness brand Pvolve reached a new level of mainstream recognition and notoriety this year, partnering with celebrity A-lister Jennifer Aniston. The former “Friends” star will advise on Pvolve’s marketing, product and programming strategies, as well as star in Pvolve commercials, including a strength-focused ad campaign that launched in August.

  Why It Matters:

  While celebrity endorsements are nothing new for the fitness industry, getting a star on the level of Jennifer Aniston is uncommon, and it bodes well for Pvolve as the brand expands its footprint of brick-and-mortar studios through franchising. 

  What To Watch in 2024:

  So far, the partnership seems to be bearing fruit for Pvolve: the fitness brand reported a 650% increase in branded search and a 125% increase in franchise inquiries since partnering with Aniston. As time passes, we’ll see how much Pvolve leans on its celebrity affiliation as the brand continues to grow nationwide and even internationally.

• 

  5. Nike Launches Group Fitness Studios, Equipment Line

  Nike is no longer just a fitness apparel brand. In 2023, the Swoosh entered the brick-and-mortar space, opening group fitness studios in Southern California, with another location planned for Austin, Texas. In partnership with FitLab, Nike Studios offers functional training and endurance workouts led by expert instructors. The sportswear giant also pushed into the fitness equipment space, launching Nike Strength, a collection of strength training equipment including barbells, bumper plates, dumbbells and kettlebells, all of which feature prominent Nike branding. 

  Why It Matters:

  As seen with Apple, “blue chip” companies are increasingly entering the traditional fitness space. Nike clearly believes in the long-term potential of the fitness and wellness market, announcing it would hire over 1,000 global fitness trainers to lend expertise in creating holistic fitness content, programming and experiences, presumably as part of its Nike Studios endeavor. 

  What To Watch in 2024:

  Nike could make significant inroads into the fitness and wellness space if the brand is truly committed to the vertical, although it remains to be seen whether consumers will latch onto the idea of visiting a Nike Studio for their daily workout. On the equipment front, could Nike become a true rival to established strength training brands like Eleiko and Rogue Fitness?

• 

  6. Peloton Announces Rebrand, New Strategic Vision

  Back in May, Peloton announced its intentions to become the fitness company for “anyone, anywhere,” looking to shed its perception as a “bike company” focused predominantly on wealthy consumers. 

  As part of a large-scale rebrand, Peloton launched a new fitness app with three subscription tiers, including a freemium option that offers more than 50 classes curated across 12 modalities for no cost. The Peloton App One and Peloton App+ tiers cost $12.99 per month and $24 per month, respectively. The connected fitness company also launched Peloton Gym, which offers at-home strength training workouts. 

  Why It Matters:

  Peloton CEO Barry McCarthy has said that the company wants to branch out beyond cycling workouts, becoming a more well-rounded digital fitness company that makes most of its money through content rather than hardware sales. As a result, Peloton has forged partnerships with top sports teams and leagues, universities and even hotel groups as the brand looks to increase its global recognition and drive users to its app. 

  What To Watch in 2024:

  So far, Peloton has struggled to translate its rebrand into financial success. In its most recent earnings report, Peloton lost paid subscribers, with the connected fitness company struggling to convert free app users into paying members. Peloton has one of the most loyal fanbases of any fitness company, although many of those fans are cycling diehards. It remains to be seen whether Peloton can bring new members into the fold by emphasizing other types of fitness content.

• 

  7. EGYM Raises $225M, Preps for IPO

  In July, fit tech company EGYM received €207 million ($225 million) in growth capital, closing a financing round led by Affinity Partners, a global investment firm launched by Jared Kushner, the son-in-law and former advisor to President Donald Trump. The funding will enable the Munich-based EGYM to prepare for an IPO, the company’s co-founder and CEO Philipp Roesch-Schlanderer has said.

  EGYM provides smart gym solutions, including software and fitness equipment, for more than 15,000 gyms worldwide, and is rapidly expanding its North American team. 

  With the investment, EGYM will also focus on further developing its digital solutions for health-focused workouts and expanding the EGYM Wellpass corporate health network, an area Roesch-Schlanderer has identified as critical. 

  Why It Matters:

  Funding has been harder to come by in 2023 due to macroeconomic conditions, but Affinity Partners’ investment in EGYM shows the promise of tech-enabled fitness. With even more resources, EGYM looks poised to extend its lead as the dominant fit tech provider on the market, potentially reaching even more gyms worldwide.

  What To Watch in 2024:

  Will EGYM’s impressive funding haul be a sign of things to come for fit tech companies or was the round more of an anomaly given the current economic outlook? The latter outcome is possible, as EGYM seems unique in its ability to offer software and hardware solutions under one brand. 

• 

  8. BowFlex, BODi Change Names To Spark Turnaround

  2023 saw a pair of down-on-their-luck fitness brands change their names in hopes of sparking a turnaround. In March, The Beachbody Company announced it would be known as BODi moving forward, a move co-founder and CEO Carl Daikeler said aligned with a shift in the company’s strategy toward inclusive fitness and wellness and away from the looks-based marketing that made the brand famous but has seemed to turn off modern consumers, especially Gen Z. 

  In the fall, Vancouver, Washington-based fitness equipment maker Nautilus changed its corporate name to BowFlex, rallying behind its most popular brand. As part of the rebrand, BowFlex introduced a new color scheme, marketing campaign and at-home equipment designed to target consumers in the connected fitness era. 

  Why It Matters:

  Two of the biggest fitness brands of the 2000s era have struggled in recent years, but they’re not going down without a fight. For both companies, the name change has been accompanied by a major rebranding effort that could fundamentally change the way each positions itself in the fitness and wellness industry. 

  What To Watch in 2024:

  Will the name-change tactic employed by BowFlex and BODi give other struggling fitness companies a blueprint to follow to regain relevance, or will it prove to be a cautionary tale for fitness and wellness brands looking to return to their glory days?

The post The Fitness & Wellness Moves That Defined 2023 appeared first on Athletech News.

This past year involved countless fitness and wellness stories coming across our desks here at Athletech News, but a few caught more eyes than others, making the cut as our most-viewed articles of 2023. These 10 stories were all among our most read but are listed in no particular order, so if you missed out on any of the action this past year and want to get caught up before moving on to 2024, keep reading.

• Chris Rondeau Out as Planet Fitness CEO in Stunning Move

  Planet Fitness employees – and the general fitness community – were shocked this year when Chris Rondeau stepped down as CEO, with Craig R. Benson taking over in an interim role. Rondeau worked with the company for 30-plus years prior to his exit. Planet Fitness mentioned that the move did not come in any part due to any financial factors, but its shares consequently fell by over 12% shortly after the news broke. But amid the storm, the low-price/high-value gym franchise continues to grow, with Q2 results showing a revenue increase of 27.6% and success attracting Gen Z after getting three million sign-ups from high schoolers this year. 

• The Future of Fitness Wearables: How Whoop, Oura, Garmin Are Innovating

  With intel from a variety of industry leaders, Athletech News forecasts and examines the future of fitness wearables. How new tech already has and could continue to elevate wearables is discussed, as is a potential place for the products in healthcare. How different wearable companies serve different needs in the fitness and wellness community with their products is analyzed as well.  

• 

  Pvolve, Jennifer Aniston Focus on ‘Strength’ in Debut Ad Campaign

  We break down Jennifer Aniston and Pvovle’s debut ad campaign, along with the general rise of functional fitness. Aniston signing on with Pvovle came as a groundbreaking deal for Pvolve and the entire fitness industry given her fame. The company’s goal to redefine how strength is viewed by the masses received a major boost via the ad campaign. 

• Meta Pushes Into VR Fitness: Why the Tech Giant Is Just Getting Started

  After acquiring Within, maker of popular VR Fitness app Supernatural, Meta took an unforeseen leap into the VR fitness arena. Meta’s director of Metaverse content Anand Dass sat down with ATN to explain why the tech giant is so bullish on VR fitness, how it’s looking to close the gap between those who work out regularly compared to those who don’t, and the future of VR Fitness from a general perspective.

• Exclusive: Xponential President Talks Acquisition Plans, Gary Vaynerchuk Partnership

  Xponential President Sarah Luna breaks down the global fitness franchisor’s future. In an exclusive interview with ATN, Luna touches on the rise of boutique fitness in a post-pandemic world, Xponential’s hunger to acquire new brands and expand, as well as the impact of partnering with social media guru Gary Vee.

• 

  Peloton Announces Rebrand, Wants To Be More Than a ‘Bike Company’

  Peloton’s massive rebrand and the goals behind it are laid out, many of which relate to the company’s desire to branch out and reach larger crowds with its offerings. By expanding the Peloton app and getting into strength training, the company intends to be much more than just an “in-home bike company.”

• F45 Reveals $372M Loss as CEO Plots Plan Forward

  F45’s higher-than-expected losses are revealed to the public, including $372.3 million in total losses for 2021 and 2022 combined. ATN looks into the ways in which the Mark Wahlberg-backed company can rebound after its financial setbacks under new CEO Tom Dowd, who recently stepped in to try and help the functional fitness franchise right the ship. 

• CEO Corner: Ryan Duey on How Plunge Grew From the Garage to the Mainstream

  Plunge co-founder Ryan Duey explains how he and co-founder Michael Garrett have made cold water recovery tubs more accessible to the masses. After recapping Plunge’s past, Duey roadmaps the company’s future goals as well as those of the cold water therapy industry in general.

• 

  Nike Launches Strength Training Equipment in Latest Fitness Move

  Nike made waves by dropping a collection of fitness equipment for the first time in company history. The brand’s corresponding campaign is highlighted by athletes such as LeBron James and Derrick Henry. ATN also breaks down the sportswear titan’s additional recent fitness moves, such as opening up a series of boutique studios.

• Tonal Sues Smart Home Gym Rival Speediance

  Tonal sued rival smart home gym company Speediance earlier this year, alleging infringements on its patents as well as false and misleading advertising on the part of the Chinese brand. The case could have big implications for the at-home fitness market in 2024.

The post The 10 Most Popular Fitness & Wellness Stories of 2023 appeared first on Athletech News.