BODi, formerly known as Beachbody, the OG of subscription health and fitness systems, expects positive cash flow in Q1 — the first time since 2020 — following a “transformational” 2023. The company just released its financial earnings, reporting a total revenue of $119.0 million in Q4 of 2024, compared to $148 million in the prior year period. Total revenue for the full year 2023 was $527.1 million, compared to $692.2 million in the prior year.

Despite the seemingly lackluster financial results, BODi’s executive team tells Athletech News they’re bullish on the company’s future, driven by a focus on improving cash flow and leaning into digital fitness and holistic wellness content, including an embrace of GLP-1s.

The company known for its high-energy fitness coaches such as Autumn Calabrese, Shaun T, Tony Horton and Shakeology protein shakes, underwent a major rebrand from Beachbody to BODi last year, adopting a more holistic approach to health and wellness. The move also included a major declaration from Carl Daikeler, the company’s co-founder and CEO: “Beachbody is dead.”

In place of the old and tired diet and fitness industry playbook, Daikeler explained his vision for the future — one in which a positive mindset was woven into the health and fitness experience, combatting what he called a “permanent dissatisfaction” that many consumers experience.

It’s not a quick fix, especially in a highly competitive industry, but BODi is encouraged by early results, including high search traffic volume following its makeover. Reflecting on 2023’s earnings, Daikeler says BODi’s self-described “turnaround plan” has been successful so far, with the company lowering its breakeven point and enhancing its liquidity.

“In 2024, our objective is fostering more profitable revenue streams and sustainable free cash flows, with a renewed focus on reshaping our nutrition business,” Daikeler said. “Our accomplishments in 2023 set the foundation for continued execution of our turnaround in 2024. We expect to have positive cash flow from operating activities and free cash flow in the first quarter.”

BODi has also offloaded its Van Nuys, California, production facility for $6.2 million, using the net proceeds to make a partial prepayment on its $5.5 million term loan.

BODi’s Financial Overhaul

Mark Goldston, executive chairman of BODi’s board of directors, partnered with Daikeler last year to guide the company’s transformation, drive profitability and unlock growth opportunities. He also serves as chairman and CEO of The Goldston Group and is a general partner of Athletic Propulsion Labs, a high-end performance athletic footwear company — lending his expertise to revitalize and reposition BODi back on its fitness throne.

“Since the start of the program, we are on track to achieve over $200 million in fixed costs and CapEx savings in 2024 over 2021, and introduced a more efficient sales and marketing model that aims to deliver a 1,000 (basis points) bps improvement in 2024,” Goldston tells Athletech News. “This dramatically lowers the revenue breakeven for the company. By building operating leverage into the P&L, our dramatically lower cost base has the potential to generate strong incremental profitability when we return to revenue growth.”

Last year, the company also introduced a new “Growth Game Plan” that rewards high-performing network sales partners within its subscription health and fitness system.

King of Fitness Content

Touting its extensive digital fitness library of 134-plus programs with widely-known titles such as P90X, Insanity, 21-Day Fix and Lift More, BODi is leaning into its content offering, having refined its appeal.

“We think of BODi as being the ‘Netflix’ of the digital fitness industry, and we are doing a much better job of leveraging that library,” Goldston said. “That includes creating our first-ever free BODi Previews tool that features over 120 individual workouts and allowing even more consumers to enter into our community.”

Goldston also shared that BODi is expanding its retail and direct marketing business to bring the benefits of its fitness content and nutritional products to a broader audience.

“Our BODi digital fitness app was recently named the #1 workout app last year by CNN Underscored, so we’re being recognized for the impact we’re making for modern fitness consumers,” Goldston said.

Embracing Wellness & Weight Loss Drugs

Unafraid of GLP-1 weight loss drugs, BODi instead sees a significant opportunity. 

“With over 145 million American adults categorized as overweight and more than 75 million of those people considered clinically obese, the TAM for BODi is massive,” Goldston predicts, adding that many people who are considerably overweight may experience difficulty starting an exercise program and are self-conscious about going to a gym. 

“The GLP-1 drug movement is designed to address the 145 million people who are overweight, especially the clinically obese, and we strongly believe that those drugs will unlock a major TAM opportunity for BODi largely because a large group of people will lose enough weight to safely and comfortably consider starting an exercise program in the privacy of their own home,” he continued.

Goldston also referenced the need for GLP-1 users to maintain a healthy eating regimen, which he sees as a major “boon for BODI” in terms of its meal plans and nutritional supplement offerings. 

As for BODi’s fitness content, Goldston pointed out that the platform’s fitness programs can help offset the loss of muscle mass. 

“The GLP-1 drugs have been known to have an adverse effect on lean muscle mass, and therefore, the use of programs like those contained in the BODi library will help reduce the risk of losing lean muscle mass and help people maintain and gain strength while getting their weight under control and improving their overall level of fitness,” he said.

While BODi forges ahead, fortified by its vast digital fitness content and nutritional supplements, Goldston also sees the subscription health and fitness system taking center stage to meet an even bigger trend.

“I believe that the industry has truly embraced a more holistic approach to fitness,” he said. “While there is no easy fix to maintaining a healthy life, there are benefits to a balanced approach. Consumers continue to look for guidance and that is a fundamental core principle of our approach at BODi. At BODi, it’s that balanced approach that makes us unique.”

This article has been updated.

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The “Wellness Wallet” phenomenon recently sparked by GLP-1 weight loss drugs, like Ozempic, Mounjaro and Wegovy has led to a seismic shift from unhealthy to healthy consumption options for millions of American consumers.

A survey by KFF reports at least 4% of adults are currently using these drugs, while new reports, surveys and data are alluding to a shift from unhealthy food to wellness purchases to the tune of over $205 per month and most likely growing.  New estimates by JPMorgan suggest that by 2030, as much as 9% of the U.S. population —that’s over 30 million people—could be taking advantage of these drugs.

As a result, we are going to observe a huge shift of wealth from unhealthy to healthier living and wellness options.   

Consumers Demand Healthy Food Options

Data-driven revelations have pointed to a compelling societal pivot towards health and wellness for consumers taking GLP-1 medications. The perspective from Wall Street is that unhealthy food is becoming “the new coal,” and there is an increasing demand that food companies revise their strategies away from sugary and processed foods. For example, 73% of Bloomberg Pulse respondents are calling for unhealthy food companies to come up with a new game plan. 

This demand is already being seen with Krispy Cream getting downgraded, Nestle’s stock dropping 5.3%, Morgan Stanley reporting grocery expenditure shopping down 9% with GLP-1 users (90,0000 households and 12.3% reported taking GLP-1s) and Walmart reporting a shift in food sales to health and wellness purchases. 

GLP-1 Users Embrace Exercise

The shift is not just restricted to diet, however. As the population loses weight (on average, users lose up to 21% according to clinical studies) thanks to GLP-1 drugs, they show increased interest in beauty products and body-enhancing procedures.

In addition, we see emerging trends in fitness as weight loss drugs have a negative side-effect of causing a loss of body mass, creating a need for users to do strength training. Reports are showing these users are twice as likely to take up exercise.

According to a Morgan Stanley research analyst, 35% of drug users exercised before taking the medication and 71% reported doing exercise while taking the drugs.  This is leading to a growing market for performance wear as people begin to slim down and need new apparel. Simultaneously, social fitness is gaining popularity as people reduce time spent eating out and drinking, pursuing healthier activities with friends instead. 

Rise of the ‘Wellness Wallet’

In a palpable sense of urgency, large food manufacturers, such as Chipotle Mexican, Dannon, Unilever, Nestlé, and Conagra Brands are following the trend — 66% of GLP-1 drug users are reporting consuming less confectionery (snacks, candy, sugary drinks). These brands are deploying teams of demand and behavior scientists to study the impact and develop new products to cater to this healthier consumer demographic.

This evolution, coupled with the impressive “Wellness Wallet Share” of $205 per month, instigates crucial questions about what else the fitness and wellness industry can do to leverage this trend.

Evidence for such a profound shift in consumption trends comes from a significant change in buying patterns among GLP-1 users, according to anonymous data from 95 million JPMorgan customers. The four notable areas that saw changes are a steep decline in fast food and alcohol sales, a shift in snack/soda preferences, and increased demand for fitness. 

The impact of GLP-1 drugs on users’ behaviors can be seen, and reports are suggesting an 85% decline in fast food sales, a 60-70% reduction in alcohol consumption, an 80% reduction in snacking and a 70% reduced spend on soda.  These reductions can be seen as savings of $125 per month from fast food, $28 per month from alcohol and $50 per month from snacks and soda.

These saved amounts are being reallocated to healthy lifestyle choices, proving the growing prominence of the “Wellness Wallet”. Fitness and wellness businesses now have an unprecedented opportunity to cater to these changing preferences and capture this increasing wallet share with new products and services catered to this customer group as well as selling more of their existing offerings.  

In addition, new surveys have shown weight loss drug users presenting a 19% decrease in patronizing chains like Outback Steakhouse, Chipotle Mexican, and Cheesecake Factory, with a 50% drop in visit frequency.

A Brave New World for Brands

However, it’s not all gloom for the hospitality sector. Sweetgreen, for example, has emerged as a winner in these changing times, thanks in part to the increased propensity for GLP-1 users to choose fruits and vegetables over junk food. Adding to the Wellness Wallet amount is the projected 19% reduced spend on eating out, adding another $57 per month to healthier options which is a shift from unhealthy food spending to healthy food spending.  

Overall, the increasing adoption of GLP-1 drugs presents both challenges and opportunities across various sectors. Companies in wellness and fitness, beauty, apparel and food need to realign their strategies and product offerings to cater to evolving customer preferences. They need to research behavior changes, consider how to develop new consumer programs/services, and perhaps, start introducing relevant facilities to maintain a competitive market advantage. 

Bloomberg’s recent post estimated this market to soar to $80 billion by 2030 and Goldman Sachs has estimated it to reach $100 billion by 2030.

Judging by the current momentum and considerable savings produced by the shift in consumer behavior—accumulating to the “Wellness Wallet”, this projection seems highly feasible. But what is not being shown or talked about is where the shift in spending is happening; we are just starting to see this paradigm shift which looks to be bigger than the money spent on the drugs themselves. 

What we’re witnessing could be just the tip of the iceberg, with more products and services entering this segment as supply constraints by big pharmaceutical companies get solved. 

The rise of the “Wellness Wallet” isn’t just a financial phenomenon; it marks a milestone in a societal shift towards health-conscious living and wellbeing, reshaping business models and consumer habits along the way. In the future, companies that capitalize on this phenomenon will likely reap bountiful rewards.

Mike G. Hansen is a serial entrepreneur, venture partner and strategic advisor in the Health, Fitness and Technology industry. He has over 25 years of experience across nearly 20 market segments and investment groups, and has done business with over 100 brands. He is a thought leader in our industry covering top trends and providing key insights as he drives innovation and growth forward with corporations and entrepreneurs.  To learn more about these trends and insights, you can reach Mike at Mike@MikeGHansen.com 

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Shares of Life Time are surging in response to strong fourth quarter and full-year fiscal 2023 results, demonstrating that its member-rich amenities and services are a hit with wellness seekers — so much so that there are membership waitlists at over 20 Life Time clubs, with additional clubs expected to have waitlists by May. 

The luxury fitness and lifestyle operator reported its total revenue increased 18.2% to $558.8 million for the fourth quarter and 21.6% to $2.217 billion for the year, crediting its continued strong growth in membership dues and in-center revenue. Net income also increased to $23.7 million for the fourth quarter and $76.1 million for the year. 

“I am thrilled to report that we achieved our operating and strategic objectives and exceeded our financial goals in 2023,” said Bahram Akradi, Life Time founder, chairman and CEO. “We set record levels of revenue and adjusted EBITDA, improved our balance sheet and further reduced our net debt leverage ratio.”

Akradi emphasized that Life Time expects to be free cash flow positive beginning in the second quarter and plans to open nine to ten new centers in 2024. The fitness operator opened its eighth facility in New Jersey this week.

“We also increased member engagement through our strategic programming initiatives, as highlighted by the increase to 135 average visits per membership compared to 124 in 2022 and, most notably, 108 in 2019 before the pandemic. The increase is a clear indication that our members are more engaged, with higher retention as a key outcome,” Akradi said,

Following Wednesday morning’s earnings call, shares of Life Time shot up over 11% as of Wednesday afternoon.

Resilient & In-Demand

Establishing waitlists for busy Life Time clubs creates a two-fold benefit, noted Akradi: maintaining the brand’s member experience and improving member retention.

“We expect to realize the highest retention rates in the history of Life Time in 2024,” he told investors, adding that, like most high-end leisure brands, the club doesn’t see any weaknesses in traffic.

By comparison, Placer.ai recently reported that traffic to ten leading fitness operators fell flat last month, typically when gyms are bustling with New Year ‘Fitness Resolutioners.’ 

“Right now, we see no reason to suggest the positive trend we’re experiencing today should change going forward,” Akradi added.

Life Time will also continue to invest in programming such as pickleball and small group classes.

Bullish on GLP-1s

Life Time isn’t experiencing any pain from the weight loss medication surge, with Akradi noting that Miora, the brand’s medical wellness and longevity clinic launched last fall, is a “huge opportunity” for the luxury lifestyle operator. The clinic offers popular, non-invasive wellness therapies such as infrared saunas, red light therapy, peptides, hormone replacement therapy, IV therapy, cryotherapy chambers and even GLP-1 weight loss drugs.

“We have exactly the right customer base in our clubs,” he said. “This is going to remain a megatrend. It’s going to stay, and it’s not a negative for exercise because you absolutely need to combine the proper weight training and nutrition with these drugs. The exercise business is going to get a win out of it.”

Further, Akradi points out that weight loss customers spending $500 – $1000 a month on drugs like Ozempic and Wegovy will want the proper facilities, professional personal trainers and nutritionists to support their health investment. He also sees those who have lost weight becoming more comfortable attending Life Time clubs. 

“Lifetime is uniquely positioned because, in every market, we have facilities where we can launch Miora Clinics for longevity, for addressing weight loss, peptides, all of that,” he said. “We look at this as nothing but an upside.”

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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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Wellness is on everyone’s mind, and while related products and services seem to be abundant, some consumers are feeling unsatisfied in specific categories, presenting an enormous opportunity for businesses. 

Between technological developments, product innovation and a rise in chronic disease, the wellness industry growth continues to grow. Some medical experts even suggest that the pandemic prompted many consumers to take charge of their health, either by making more mindful choices or taking increased ownership of their overall well-being. 

Regardless of what’s fueling the industry, here are the seven wellness trends shaping the $1.8 trillion global wellness market this year and where opportunities loom, according to findings from leading management consulting firm McKinsey & Company, which released its Future of Wellness survey.

Women’s Health

According to McKinsey’s data, consumers spent the most on items related to menopause and pregnancy in the last year. However, menopause remains an “overlooked segment,” with a meager 5% of start-ups catering to the needs of menopausal customers.

Other products — such as menstrual and intimate care, fertility support, pregnancy and motherhood and even women-focused healthcare facilities — all provide opportunities for companies to expand their offerings and services to meet the needs of women, notes McKinsey.

Longevity

If there is a predicted wellness buzzword for 2024, it’s “longevity.” The rising adoption of preventive medicine alongside advancements in digital health monitoring and anti-aging products has consumers confident that they can not only survive but thrive. 

The blossoming longevity space had nearly 70 percent of U.K. and U.S. consumers purchasing more longevity-supporting products and services in this area in the past year versus prior years, with over 60 percent of consumers revealing it “very” or “extremely” important to purchase items or services that support healthy aging and longevity. 

It’s also a sector that has attracted a cross-generation of consumers, with even younger people investing in preventive solutions to beat the clock.

Weight Management

It comes as little surprise that weight management would appear on a wellness trends list, especially with the rise of GLP-1 weight loss drugs.

Although McKinsey notes that exercise is still the leading weight management intervention in the U.S., over 50 percent of consumers consider weight loss drugs an effective intervention. In contrast, consumers in the U.K. and China aren’t entirely sold on its promises, with less than 30 percent considering GLP-1s effective.

Despite the soaring popularity of Ozempic and Wegovy, McKinsey acknowledges it’s too early to predict how GLP-1s will affect the consumer health and wellness market but notes that companies should continue to monitor the space.

In-Person Fitness

Great news for the fitness industry: roughly 50 percent of U.S. gym-goers report that fitness is a “core part” of their identity, with Gen Z consumers indicating that fitness is a “very high priority,” finds McKinsey. 

Areas such as in-person fitness classes and personal training are where consumers expect to spend more, according to the report, while maintaining their spending on fitness memberships and apps. 

While encouraging news, fitness businesses need to work hard to retain consumers in an area of wide selection and competition. However, by offering a solid facility, convenient locations and hours, and loyalty programs, fitness businesses are more likely to maintain their clients. Building a strong sense of community and offering out-of-the-box experiences, such as retreats or even nutritional coaching and personalized workout plans, can also help retain clients.

Gut Health

Over 80 percent of consumers in the U.S., U.K. and China report that gut health is vital to their wellbeing, with over 50 percent anticipating it will become a higher priority in the next two to three years. 

That being said, one-third of U.S. and U.K. consumers and half of Chinese consumers wish there were more products to support their gut health.

At-home microbiome testing and personalized nutrition are two areas where companies can zero in on meeting the needs of gut-health-concerned consumers.

Sexual Health

Chances are high that if you wander the aisle of a local pharmacy or department store, you may spot an increase in sexual-health-supporting products than ever before. According to McKinsey, 87 percent of U.S. consumers report having spent the same or more on sexual health products in the past year than in the year before. 

Although such products may have been sold online during the pandemic, retailers have begun to reserve shelf space for in-person purchasing, leading to opportunities for “disruptor brands” to reach new consumers.

Sleep

Catching Zs remains the one area where consumers have the most unmet needs, reveals McKinsey — and few tech companies or brands have yet to introduce a way to improve consumer sleep on a holistic level.

The need for a restful night is the second-highest health and wellness priority for consumers, so the need is great for companies to improve sleep quality with data-backed products.

The post These 7 Trends Are Shaping the $1.8T Wellness Market appeared first on Athletech News.

If 2023 was the year of Ozempic and rapid weight loss, 2024 is shaping up to be the year of safeguarding lean muscle mass.

The promises and popularity of weight loss drugs have caused shrinking waistlines and crippled junk food sales. Still, their effectiveness has come with one downside that has many fitness trainers and medical experts concerned: the potential loss of lean muscle mass. 

Although fitness and wellness industry leaders such as Xponential Fitness, Life Time and Restore Hyper Wellness have embraced GLP-1 services, others are signing on to support weight-loss medication users on their journey by encouraging strength-building and maintaining lean muscle mass.

Leading the way in 2024 is luxury fitness and wellness brand Equinox, which unveiled a personal training program for clients on weight-loss medications shortly after the new year. In addition to mitigating muscle loss, the new program will also help consumers build long-lasting health habits. 

Joining Equinox are several other well-known names in the health and wellness space, all aiming to counteract the unwanted muscle-loss side effects experienced by many GLP-1 users.  

Noom, FitOn Add ‘Muscle Defense’

Digital healthcare company Noom pushed into the market-disrupting weight loss medication space last year with the launch of Noom Med, an obesity care program that uses telehealth services to pair qualified patients with GLP-1 prescribing physicians. 

The digital health company has now expanded its approach, this time in a more holistic way — partnering with digital health and fitness platform FitOn to add a “Muscle Defense” component to its new Noom GLP-1 Companion. 

The program, meant to combat muscle mass loss, is slated to be available this spring.

Although Noom notes the effectiveness of weight loss medications, the digital healthcare platform warns of the problems that can arise if the medications aren’t used in tandem with muscle-building exercises and a high-protein diet.

“We designed Noom GLP-1 Companion with Muscle Defense to be the adjunct diet and exercise program that addresses key dangers associated with taking GLP-1s such as loss of muscle mass,” said Noom CEO Geoff Cook, who joined the company last year. “We believe prescribing the drug without such a program carries dangers, given the amount of muscle mass people often lose while taking a GLP-1 and the fact that most people will stop taking the GLP-1 and regain the weight absent of behavior change, which can potentially lead to future conditions like sarcopenic obesity.”

He added that Noom GLP-1 Companion with Muscle Defense offers protein-tracking, resistance training, behavior change, and expert guidance to promote a healthier outcome when taking GLP-1s.

“It’s critical we not leave people worse off than before they started the medication,” Cook added. “Healthy habits have never mattered more.”

The new Muscle Defense program incorporates FitOn resistance training exercises that combat sarcopenic obesity and help prevent the reduction of important lean muscle mass.  

“This partnership with Noom combines FitOn’s best-in-class fitness content with Noom’s expert nutrition tracking and guidance to help people taking GLP-1s build muscle mass and set them up for a more successful long-term weight loss journey,” said Lindsay Cook, co-founder and CEO of FitOn.

Obé Fitness, Found Team for ‘MuscleGuard’ 

Streaming fitness platform Obé and Found, a medically-assisted weight care program, have partnered to launch MuscleGuard, a progressive strength training program for those experiencing rapid weight loss from GLP-1s.

Designed to prevent muscle loss and improve body composition, the new program includes the expertise of fitness trainer Melody D. and Dr. Rekha Kumar, Found’s chief medical officer and former medical director of the American Board of Obesity Medicine.

“If weight loss is a goal, regardless of the intervention, it’s crucial to have the best tools and the right information to ensure beneficial and lasting results,” Dr. Kumar said. “The last thing we want to see is people experiencing weight loss with medication while also losing muscle and decreasing their cardio-metabolic fitness in the process.”

MuscleGuard is available on the Obé app or on the web. The new program breaks down its strength training and fitness guidance system into phases, suitable for those new to fitness and experienced fitness enthusiasts.

“Understanding that each individual’s fitness needs and preferences are unique, especially for those losing weight quickly, we’ve developed MuscleGuard,” said Ashley Mills, co-founder & co-CEO of Obé Fitness. “This innovative program is specifically designed to prevent muscle loss, helping people build strength and confidence.”

GNC Debuts Weight Loss Supplement 

Taking a different approach, health and wellness giant GNC has introduced Total Lean GlucaTrim — an over-the-counter weight loss supplement intended to maintain lean muscle mass while supporting healthy blood sugar and insulin levels.

“The team at GNC is hyper-focused on our customers’ health, recognizing the increasing demand for effective weight loss,” said Rachel Jones, MS RDN and senior vice president, chief product innovation and science officer at GNC. “GNC Total Lean GlucaTrim gives consumers an affordable, non-prescription, botanical-focused supplement that’s backed by a team of scientists and dietitians who are passionate about helping people reach their weight loss goals.”

The health and wellness retailer says its new supplement incorporates a metabolism-boosting botanical blend, a leaf extract that balances blood glucose and insulin after a meal, Chromax to promote optimum glucose and insulin levels, and Berberine to help with blood sugar and weight reduction.

The caffeine-free supplement is meant to be taken daily before the two largest meals of the day, accompanied by a healthy diet and exercise plan.  

The post Can Fitness Programs Help Ozempic Users Keep Their Muscle? appeared first on Athletech News.

Dr. Rachel Goldman is a licensed clinical psychologist who specializes in behavioral medicine. After being exposed to the treatment of obesity, she became interested in the patient population. Dr. Rachel previously served as the senior psychologist at Bellevue Center for Obesity and Weight Management at Bellevue Hospital in New York City. Today, she serves as a Clinical Assistant Professor in the Department of Psychiatry at the NYU Grossman School of Medicine, and an advisor to Ro, a telehealth company that offers GLP-1 weight loss drugs.

Dr. Rachel spoke with Athletech News about weight loss drugs from a behavioral medicine perspective, and how the fitness and wellness industry can best support people taking GLP-1s.

The following conversation has been lightly edited for clarity and length.

Athletech News: Why did you join Ro as a medical advisor? 

Dr. Rachel Goldman: I loved the opportunity and jumped on it for many reasons. I’ve been very involved in the academic work around the treatment of obesity, and I think it’s really important that there are behavioral health providers sharing information about that. People don’t understand obesity. It’s a multi-factorial, complex chronic disease. There are not a lot of behavioral health providers who specialize in this area. The more people we can get advising companies on mental health and how the brain works the better we can serve our patients and provide compassionate empathetic care.

ATN: What are some of the biggest misconceptions around the confluence of mental and physical health related to obesity? 

RG: Obesity is a disease. We in the medical field know that and treat it as a disease. But unfortunately, the general public still doesn’t see it that way, and they label people as being lazy or lacking willpower or discipline.

GLP-1s are allowing individuals who have the disease of obesity to be on a level playing field. They have this extra tool that is helping them get to a place where they’re more in that category of individuals who, if they’re mindful about what they’re eating and exercising a little more, they will likely lose weight. It’s literally giving people hope who felt like they lost hope. Some people saw an option like bariatric surgery as a last resort but GLP-1s are now giving people an additional option. We are also seeing that people after bariatric surgery have weight (gain) recurrence because obesity is a chronic disease. 

ATN: How does fitness play into the weight-loss-drug space? 

RG: I’ll share with you what I’ve seen with bariatric surgery because that’s been around longer than the GLP-1s, and I’ve worked very closely with that patient population. What we typically say is that food matters, but exercise brings it to another level. The food you put in your mouth helps with weight loss. Exercise will help with weight maintenance. All of these treatments that are available must be coupled with lifestyle changes.

Many people initially hate exercise, particularly individuals who have struggled with it in the past. Maybe it’s hard. Maybe it’s causing pain. Maybe they can’t walk or they get out of breath. They have this association with exercise that it’s really difficult. This is why I also don’t like to use the term “exercise.” I like to use the term “movement” or “physical activity” because “exercise” is overwhelming for a lot of my patients. We’re really just talking about moving your body a little bit more: being more active and less sedentary.

I also see exercise and physical activity being a huge tool for mental health. I have clients who struggle with their weight but don’t fall under the category of having the disease of obesity. I joke that if I could give a prescription apart from behavioral prescriptions, it would be to exercise and to find an activity that they love. I have clients for whom their anxiety is much worse and they feel so much more overwhelmed on the days that they’re not being active or didn’t go to a workout class. If we’re able to change our behaviors by moving a little bit more it will also impact our thoughts. 

ATN: How do you recommend patients manage the lifestyle and social shifts that come with drastic weight loss from GLP-1s?

RG: Once people get to a dosage that works for them, the weight loss is going to be faster than it would if they were to do it on their own. People aren’t really prepared for that. I often say any change can be overwhelming because there are unknowns, which is scary. It’s ideal to have a team of providers and a team of support. This includes friends and family and a behavioral health provider to discuss potential changes with them. It’s important to discuss all of those expectations. Some people really struggle not being able to go out and be as social because they’re having difficulty figuring out what they can eat or they have reflux. Some also get tired from the medications or have certain other side effects.

Thinking about all of this in advance and having a plan in place is really important. Relationships may also change, so it’s good to talk about friends, co-workers or even partners. I just had this conversation with a friend who started GLP-1s. I said, “What if people notice you’ve lost weight? What will you do?” Let’s prepare a few sample scripts. 

ATN: What should the fitness and wellness industry do to cater to new consumers who take GLP-1s?

RG: We should be getting rid of the messaging around, “Burn your calories before you eat them,” or, “Now you deserve that pumpkin pie because you finished a workout class.” All of those are harmful messages and as people, we don’t have notes on our forehead saying what we’re struggling with. So just assuming that people have different struggles and are in different stages and not assuming everybody is capable of doing the same thing is really important.

For personal trainers, open-ended questions are really great to get more information from people. Just being mindful and compassionate. 

The post Dr. Rachel Goldman on the Complex World of Weight Loss Drugs appeared first on Athletech News.

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. 

The post Restore Hyper Wellness Takes Holistic Approach to GLP-1s appeared first on Athletech News.

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.”

The post Xponential Fitness President on Lindora Deal, 2024 Wellness Trends appeared first on Athletech News.

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.

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.

The weight loss medication market, which analysts say could be worth roughly $100 billion by 2030, may have been the most significant market disrupter of 2023, and it could prove prosperous for some fitness industry players in 2024.

Medications like Ozempic and Wegovy have caused Americans to slim down but have led traditional diet and weight management companies (see Noom, WeightWatchers) to re-strategize and forced major retailers like Walmart to take a hit with declining food sales. Even Nestlé, the largest food company in the world, is scrambling to create new vitamin and mineral-packed products as it carves out a niche for those on appetite suppressants.

Despite the negative financial impact weight loss medications may have had on other sectors, the fitness industry seems eager to welcome GLP-1 users, and several top brands are taking steps to integrate weight loss medications into their gyms and boutique fitness offerings.

Encouraging Data for the Fitness Industry?

America has long had a weight problem, with the CDC reporting that obesity prevalence is 41.9%. Research shows that people who are overweight tend to ‘self-exclude’ and actively avoid fitness centers and gyms for fear of weight-related stigmatization or negative prior experiences of being stigmatized based on their size. 

In essence, there is a potentially large market of untapped consumers who have the desire to work out in a public space such as a gym but have felt otherwise limited or unwelcomed.

Research also shows that there is a link between obesity and chronic fatigue, which also may play a part in gym avoidance. Obesity can increase the incidence of sleep apnea, which interrupts breathing patterns and disrupts the ability to get a restful sleep — leading many to feel too tired to hit the gym or a group fitness class. 

However, with the rise of GLP-1 medication use and resulting weight loss, some analysts predict that many more will seek gym membership plan, which could benefit the fitness industry overall, from fitness clubs, fitness wearables, trackers, apps, nutrition and supplements.

Plus, industry trends show consumers are more committed to their health and wellness than ever. 

Armed with a favorable projection in an industry that was only recently staring down the barrel of an unprecedented pandemic that shut the doors to gyms nationwide, two fitness industry titans have already responded to the popularity of weight loss medications.

Life Time, Xponential Invest in GLP–1 Services

Life Time, a luxury fitness and wellness operator boasting amenity-rich experiences and social opportunities for its members, has begun piloting a special clinic at its flagship Target Center health club in downtown Minneapolis.

With an emphasis on wellness, Life Time’s new Miora Longevity and Performance clinic offers a team of doctors, physician assistants, nurses and personal trainers in addition to weight loss drugs and non-invasive therapies such as infrared saunas, red light therapy, peptides, hormone replacement therapy, IV therapy and cryotherapy chambers.

Life Time plans to roll out Miora Longevity and Performance to its 170-plus locations, depending on the initial clinic’s performance — but it’s a good bet to assume it will do well, as the luxury lifestyle fitness and wellness operator has said its members have shown great interest in incorporating GLP-1s with their Life Time club experience.

While Miora offers GLP-1s, Life Time says the goal isn’t just to pass out weight loss meds. Instead, its goal is to support members with personalized, long-term, healthy lifestyle plans.

As  Life Time president and chief operating officer Jeff Zwiefel told CBS News Minnesota, pushing into the weight loss medication and holistic wellness space isn’t a novel concept for the fitness operator.

“We’ve always been dedicated to helping people live higher quality lives,” Zwiefel said. “Miora Longevity and Performance is just a natural extension for Life Time to continue to do that.”

Xponential Fitness, an international boutique fitness franchisor, is also leaning into the weight loss medication sector, recently announcing its acquisition of Lindora, a metabolic health clinic. Lindora may prove to be Xponential’s most lucrative deal yet, casting the boutique fitness franchisor into a whole new realm of health and wellness in early 2024, when the deal is expected to close. 

Xponential will acquire Lindora’s 31 clinics and the metabolic health company’s intellectual property with plans to franchise the brand nationally and globally. 

Anthony Geisler, founder and CEO of Xponential, noted that he’s long admired Lindora’s integrated approach encompassing weight loss medications, hormone replacement therapy and IV hydration, adding that the deal allows Xponential to deliver on what he says is an increasing demand for metabolic health services.

GLP-1s Make Mark on Corporate Wellness

Life Time and Xponential are the two biggest fitness players to have laid the groundwork to offer GLP-1s, but the stage has been set for additional contenders in the upcoming year.

Increased employer-based GLP-1 coverage may also positively impact gym visits and fitness memberships in the near future.

Considering findings by Accolade revealing that up to four in ten employers plan to cover GLP-1 medications in 2024 (up from 25% of employers that currently cover weight loss medications), access to Wegovy, Ozempic and other weight management brands will become more accessible than before.  

Demand is there, finds Accolade, which also revealed 81% of HR decision-makers predict their employees would be interested in GLP-1 medication coverage. Robust corporate wellness benefits have been found to lower healthcare costs, reduce absenteeism and increase a company’s bottom line. 

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Xponential Fitness is acquiring Lindora, a metabolic health brand with clinics offering weight-loss medications, hormone replacement therapy and IV hydration. The deal, which adds to Xponential’s portfolio of ten boutique fitness offerings, represents a new opportunity for the franchisor in the holistic health and wellness arena.  

The deal is expected to close in early 2024 and will see Lindora’s 31 clinics — 30 of which are in Southern California and one in Washington — become Xponential franchise locations. The boutique fitness franchisor confirms it will acquire all of Lindora’s intellectual property and plans to franchise the brand nationally and globally. 

“This acquisition further solidifies Xponential’s leadership in identifying and incorporating the latest innovations in health and wellness,” said Anthony Geisler, founder and CEO of Xponential. “We have long admired Lindora’s integrated approach to metabolic health, effectively combining behavioral approaches with the most recent medical breakthroughs, from weight loss medications to hormone replacement therapy and IV hydration.”

Geisler added that Lindora complements Xponential’s existing brands and will help the boutique fitness franchise deliver on the increasing demand for a holistic approach to health. Last month, Geisler had indicated to Athletech News that the company was exploring adding an eleventh brand in the growing wellness space.

“Lindora is led by a veteran team, and we are looking forward to partnering with them to address some of the most critical and widespread health challenges facing the U.S. and beyond,” he said.

Colleen Lewis, CEO of Lindora, noted that the brand is thrilled to join Xponential, referring to the franchisor as an ideal partner as the holistic health and wellness brand enters its next phase of growth. 

“This partnership will allow Lindora to become one of the first national brands in medical metabolic management, and we are energized to share what has been effective in delivering outstanding outcomes for our valued clients with people on a global scale,” Lewis said.

Fitness Industry Embraces Weight Loss

Although Xponential has cornered the boutique fitness market with leading brands such as Club Pilates, Pure Barre, and StretchLab, acquiring Lindora brings enormous promise, especially as consumers integrate GLP-1 weight-loss drugs into their wellness journeys.

Xponential isn’t alone in its strategy — not wanting to miss an opportunity in what analysts project to be a $100 billion market by 2030, fitness businesses are clamoring to offer weight-loss medications to their clients and members. 

Life Time, an operator of fitness and health-focused luxury lifestyle country clubs, has begun piloting a Miora Longevity and Performance clinic at its Target Center club in Minneapolis. The clinic, which provides wellness therapies such as infrared saunas, peptides and hormone replacement therapy, also offers GLP-1 weight loss drugs. Life Time plans to expand the clinics to its 170-plus locations if the pilot clinic proves fruitful.

Beyond fitness studios, WeightWatchers, a household name for its points-based weight loss plan, also pivoted to the weight loss medication industry with the acquisition of Sequence earlier this year. Digital health platform Noom made a similar play in 2023 with the launch of Noom Med, pairing consumers with clinicians who may prescribe weight loss medication for those qualified.

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Luxury lifestyle and fitness operator Life Time has created facilities and residences supporting wellness and is now making its next big move with the introduction of Miora Longevity and Performance clinics. 

Harnessing a forward-thinking and non-invasive approach to wellness, Miora Longevity and Performance will offer popular therapies like infrared saunas, red light therapy, peptides, hormone replacement therapy, IV therapy, cryotherapy chambers and even GLP-1 weight loss drugs such as Ozempic.

The first Miora Longevity and Performance clinic launched at Life Time’s Target Center health club in Minneapolis as a pilot program. If successful, Life Time plans to expand the clinics to its 170+ locations. 

“We’ve always been dedicated to helping people live higher quality lives,” Jeff Zwiefel, Life Time president and chief operating officer, told CBS News Minnesota. “Miora Longevity and Performance is just a natural extension for Life Time to continue to do that.”

The news of a health clinic addition comes after Life Time’s shares slid 15% after its recent Q3 earnings. The luxury lifestyle operator had indicated that it was exploring entering the popular GLP-1 weight loss medication industry with a comprehensive in-house program, noting that its members have shown interest in incorporating GLP-1s with their Life Time club experience.

Medical Oversight for Members

As Miora supports longevity, it intends to provide preventative therapies to prevent cardiovascular disease and cancer. The new clinic in downtown Minneapolis has a team of doctors, physician assistants, nurses and personal trainers.

“We provide full medical oversight to ensure you get the best results in terms of improving the quality of your life,” Zwiefel said. “And we think there’s nothing like it.”

Dr. Jim LaValle, who developed the clinic’s program and is an anti-aging expert, said Miora takes a science-based approach.

“We start with lab analysis. That lab analysis leads to a proprietary program that really targets where your issues are,” he explained.

Comprehensive plans are then created based on a client’s lifestyle and medications so they can overcome any metabolic roadblocks they may be experiencing.

“So it really personalizes exactly what they need, safely on the cutting edge of healthcare and science,” Dr. LaValle said.

According to Twin Cities Business, Miora patients can pay a one-time fee of $299 to receive a metabolic profile, blood work, metabolic code report, and consultation, but a $199 a month membership is also available, which includes urgent care, house calls and access to therapies such as peptides, infrared saunas and more.

Although Miora offers weight loss medications such as Ozempic and Wegovy, the clinic says its goal is to create a treatment plan that supports a long-term healthy lifestyle. 

“When you take a drug like the GLP-1s and just go, ‘Okay, here’s another hero medication. You don’t have to worry about exercise, worry about diet, you don’t have to worry about getting a good night’s sleep. Just take the shot.’ That’s exactly what we’re not about,” LaValle told the publication.

The Ever-Growing Life Time Experience

The latest endeavor by Life Time demonstrates its continued mission of delivering an amenity-rich experience while genuinely listening to the desires of its members. 

Life Time has credited its strong growth in membership sales and member engagement to its programming, including pickleball, group fitness, personal training, and the recent addition of dynamic stretching.

“Our investments in programming are working to increase member engagement at our clubs with average member visits up 24 percent versus 2019,” Life Time founder and CEO Bahram Akradi told investors on the company’s last earnings call.

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Anytime Fitness is thriving as fitness consumers return to the gym in full force, with the brand recently forging an unprecedented partnership with Apple that grants U.S. and Canadian members access to Apple Fitness+.

The fitness franchise, under parent company Self Esteem Brands, has reported a strong third quarter with double-digit gains in same-store sales compared to the same period in 2022, a 20% increase in daily club visits versus 2019, and is projecting a record-breaking one million daily member visits come January 2024. 

Chuck Runyon, co-founder and CEO of Anytime Fitness and Self Esteem Brands, spoke with Athletech News about what’s fueling the fast-growing fitness brand’s success, the deal with Apple and the impact of GLP–1 weight loss drugs.

Convenience & Coaching 

“Coming out of COVID, personal wellness has never been more top of mind for people around the world,” Runyon told ATN, adding that search data has demonstrated consumers of all ages and fitness levels are searching for wellness and strength training.

“I also think it’s the execution of our business,” he said. “People are loving the convenience of Anytime Fitness.”

Aside from the convenience factor that allows members to use any of the 5,300 clubs in 40 countries (and growing) 24/7, Anytime Fitness members enjoy the personal systems.

“We have coaching inside of our clubs,” Runyon said. “We also have virtual coaching, so we can meet the consumers where they’re at. We are broadening our services into nutritional support and recovery support — things that are more holistic, and just beyond what people might think of as a traditional gym experience.”

The wide range of support at Anytime Fitness, paired with macro tailwinds and a keen value proposition, is why Runyon believes the brand has widespread appeal among fitness consumers.

Educating Members on Strength Training

The strength training trend has also taken Anytime Fitness by storm, which Runyon identifies as the number one area of interest for club members.

“If you look at all the empirical data about the importance of strength training, as it relates to healthy aging, weight loss or just feeling stronger — we’re seeing more people inside of the area of functional (training) in our weight area, and therefore we’re tweaking our design a bit to maximize that space,” he said.

Aside from ensuring adequate space to support the strength training demand, Anytime Fitness also supports members in better understanding the benefits of strength. 

“We have personal training and coaches to answer their questions, personalize the workout and help them (maybe for the first time) really understand the benefits of strength training,” Runyon explained.

The (Many) Benefits of Apple Fitness

Anytime Fitness is leaning into its new partnership with Apple to support its members holistically in the areas of sleep, recovery and nutrition. The deal is notable, as it marks Apple’s first-ever collaboration with a gym or health club.

“We’ve known Apple for many years,” Runyon said, explaining that Anytime Fitness has had a relationship with the tech titan before COVID.

“That’s where this partnership with Apple is so important to us, because now outside of the gym, we can help members with meditation, we can help them with walking more…there are 12 different modalities,” he added.

Starting December 1, Anytime Fitness members get access to an Apple Fitness+ subscription for free.

The fitness brand had created a business model where members could access gyms 24/7/265 with global reciprocity via a key fob. Now, digital keys are available. 

“You can open every door in the world with your phone, and that digital access path is also going to go in the wallet that Apple provides,” Runyon said. “So we’ve been working closely with them. I think they’re very excited about this new digital key approach.”

Runyon also confirmed that Anytime Fitness has been in talks with Apple about HealthKit, a storage bank for health and fitness data on iPhone and Apple Watch that will allow members to become the “CEO” of their own health.

Runyon added that Apple and Anytime Fitness are aligned to create a frictionless experience and improve member engagement.

“We think this is going to, of course, bring more members in and keep them longer and, most importantly, help them achieve fitness goals,” Runyon said of the deal with Apple. “We’re going to get people healthier and help our franchisees succeed.”

While the complimentary Apple Fitness+ will first be available to Anytime Fitness members in the U.S. and Canada, Runyon said the plan is to get it in the hands of members around the world. The Apple team also attended the Anytime Fitness annual conference this month in Colorado Springs.

“I think they came away with even more admiration and more passion for our franchisees around the world,” Runyon said. “And they could not be more excited. We are locked arms here to make this a global success.”

Supporting Members on Weight Loss

On the topic of weight loss drugs such as Ozempic and Wegovy, which analysts predict will have a positive impact on the fitness industry, Runyon says Anytime Fitness supports their members in their personal decisions and is ready to meet them where they are with its array of member benefits.

“If they’re taking weight loss drugs, fantastic,” Runyon said, pointing to data that shows integrating strength training can be helpful if taking GLP-1s. He also sheds light on the benefits of working out for mood and mental health, which weight loss alone can’t address. 

“We have a nutrition component here with coaches — we want to meet our members where they’re at,” he noted. “So we’re supportive, and we just want to make sure (members) are living a full, healthy lifestyle.”

New Year, New Opportunities for Growth 

Runyon credits the ongoing success of Anytime Fitness to its franchisees, who he says are passionate and care deeply about the health of their members, as well as the brand’s large network of worldwide coaches and its global footprint of fitness clubs.

“If you put that all together, it’s an unmatched value proposition,” the he said. “There’s no one who can help our members achieve better health better than Anytime Fitness. We’re proud of that.”

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There has been a surge of interest in a new class of “GLP-1” medications for diabetes and weight loss, and the drugs’ popularity could greatly benefit the fitness industry, especially high-volume, low-price (HVLP) gyms like Planet Fitness.

According to analysts, GLP-1 medications will drive a surge in new gym joiners, cultivate the creation of in-house GLP-1 programs at fitness centers, and present a new demographic market for fitness trackers, apps and supplements. 

The drugs are called GLP-1 (glucagon-like peptide 1) because they mimic the GLP-1 hormone which naturally occurs in the body that is released after eating; the medications help individuals to feel fuller for longer, reduce cravings and enhance the way the body regulates blood sugar levels, all of which can help patients lose weight. Clinical trials indicate that the drugs may help patients lose up to 15-20 percent of their body weight.

Athletech News highlights the potential implications of the rise of GLP-1 drugs for the fitness industry.

Key Insights:

• The anti-obesity medication (AOM) global market is estimated to reach between $77B to $100B by 2023, according to global financial firms. This presents a significant long-term opportunity for the fitness industry to reach a new demographic. 
• There could be an influx of new gym memberships as GLP-1 medications help individuals lose weight. 
• Gym and club operators such as Life Time are designing programs that offer GLP-1 programs for their members, collaborating with the medical community.
• There are growth opportunities for fitness and health trackers and apps as a tool for individuals to monitor health goals on their weight loss journeys.
• Supplements can be promoted to help ease GLP-1 medication side effects.

GLP-1s: A $100B Opportunity for the Fitness Industry

The anti-obesity medication market will be worth between $77B to $100B by 2030, according to analysts from global financial firms including Barclays Bank, Goldman Sachs and Morgan Stanley.

The analysts’ estimates are based upon several factors, most notably the total addressable population size, expansion for insurance reimbursement treatment and market growth. The World Health Organization estimates that more than one billion people are obese: 650 million adults, 340 million adolescents, and 39 million children. In the United States, 42.4% of Americans are obese, of which 9.2% are severely obese, according to the latest available data from the National Institute of Health and Nutrition Examination Survey (NHANES).

Surge in New Gym Members, Especially for Low-Cost Chains

GLP-1 medication usage may positively impact clients joining gyms, particularly new gym-goers. Evercore ISI, an equity research firm, referenced survey data where 39% of survey respondents reported they avoid going to the gym due to feeling self-conscious. Thus, the firm predicted that large-scale weight loss could help to uncork a surge in new gym joiners for the fitness industry. The firm estimated that individuals who are less than 200 pounds after taking GLP-1 medication represent the biggest new-member opportunity.

Evercore estimates that Planet Fitness, the popular HVLP franchise, will have a disproportionate positive benefit from GLP-1 medication usage due to the company’s “judgement free zone” philosophy and the company’s strong record with first-time gym members. Forty percent of Planet Fitness members each year are new to fitness clubs. Evercore ISI estimates that GLP-1 medication usage could drive over one million new members for Planet Fitness by 2025. 

Gyms & Clubs To Offer In-House Weight Loss Programs

There are opportunities for gym and club operators to offer GLP-1 programs for members, particularly those that offer high-end, boutique-style, fitness and wellness offerings.

Life Time, a luxury fitness provider with 170 centers, announced that it is considering a comprehensive in-house GLP-1 program for its members.

Jeff Zwiefel, Life Time president and chief operating officer, told CNBC that the company is in the process of embarking on a pilot program to evaluate the “use and deployment of physicians, physician assistants and nurse practitioners” that would work together with a member’s primary care doctor and Life Time’s personal trainers and registered dieticians. He added that the program would include blood-panel analysis and recognize the FDA requirements for increased physical activity in conjunction with the medication.

Growth Opportunity for Fitness Trackers & Apps

As individuals are on weight loss journeys, there are growth opportunities for fitness trackers and apps, such as a FitBit, Samsung Galaxy Smart Watch, Apple Watch and Apple Health, to monitor health. Individuals may also be interested in a variety of options depending on weight loss progression and individual goals and preferences. As individuals make changes to their lifestyles, health and fitness trackers can help them keep track of a wide range of options – given that some will become more important as they are on the medication and others after they stop taking the medication.

Individuals may be very interested in monitoring glucose levels, heart rate, observing dosage side effects, monitoring nutrition, tracking fitness activity and participating in community chat groups. As weight gain may occur after stopping medication, fitness trackers and apps are tools to help individuals monitor their health, fitness and weight loss goals.

Digestive Supplements Can Ease Side Effects

Some of the reported side effects of the GLP-1 medications include nausea, vomiting and diarrhea. The medications include the ingredient, semaglutide, and the drugs work both by suppressing the appetite and helping to slow the movement of food through the body. Therefore, individuals may find some relief through supplements and over the counter medicines, according to analysts from Barclays. For example, consumers may seek out probiotics products that can help to ease digestion and other supplements to support a healthy lifestyle. 

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Life Time members may appreciate the luxury club operator’s amenity-rich experience, but investors suddenly seem hesitant to jump into the eucalyptus-scented steam rooms, as seen by shares of LTH diving 15% last week in response to its third-quarter results. 

Although Life Time reported a 17.9% revenue increase to $585.2 million and a 7.6% membership boost of 56,602 compared to Q3 of last year, looming macro factors may be at play, such as rising interest rates and higher-than-average member pricing possibly resulting in churn.

Still, in spite of a challenging economic backdrop, Bahram Akradi, Life Time founder and CEO, is committed to investing in a premium membership experience. It’s a method that has paid off before — Life Time’s strong member base and revenue trends led to an upgraded credit rating by Moody’s Investor Service. 

While other fitness operators were left gutted in the wake of the pandemic, Life Time continues to grow, opening new facilities including Penn 1 in New York City, indoor pickleball courts and even Life Time Living residences. In NYC alone, Life Time is opening three additional locations next year. In Q3, Life Time opened six new centers in addition to the ten it opened in the first nine months of the year.

Revenue, Membership Numbers Trend Upward

Most notably, the luxury lifestyle operator has reported strong growth in membership sales and member engagement without depending on marketing or promotions.

“Our investments in programming are working to increase member engagement at our clubs with average member visits up 24 percent versus 2019,” Akradi told investors on Life Time’s recent Q3 earnings call.

He added that Life Time is also on a path to becoming free cash flow positive by the middle of next year, two years ahead of schedule. 

Life Time Embraces Weight Loss Meds

As Life Time continues to provide recovery and boutique-style wellness offerings for its members, the fitness operator has revealed it’s contemplating tapping into the popular GLP-1 weight loss medication industry with a comprehensive in-house program. 

The reason? Life Time’s members are looking to incorporate GLP-1s with their in-club experience.

Jeff Zwiefel, Life Time president and COO, told CNBC that the company is in the process of embarking on a pilot program to evaluate the “use and deployment of physicians, physician assistants and nurse practitioners” that would work together with a member’s primary care doctor and Life Time’s personal trainers and registered dieticians.

Over the summer, Akradi commented on the soaring weight loss medication sector, predicting that Life Time would remain unaffected by consumers who jump-start weight loss with GLP-1s such as Ozempic and Wegovy.

“We have fewer people joining (Life Time) for weight loss,” he told investors on a Q2 earnings call earlier this year, adding that the athletic club hasn’t seen a difference in memberships because of the availability of weight loss medication. 

Akradi added that if Life Time was purely a fitness company, there would perhaps be an impact on GLP-1s. However, since the brand offers a broad country club-esque experience with its programs, beach clubs, social gathering opportunities and small and large group classes, he surmised that Life Time isn’t concerned.

While not necessarily a change of heart, incorporating GLP-1s may strengthen investors’ outlook on Life Time, especially as the weight loss medication market is expected to reach $100 billion by 2030. 

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Hims & Hers is joining the weight loss sector by the end of the year, but instead of rushing to prescribe Ozempic and Wegovy, the telehealth company will take a conservative approach, relying instead on a range of generic medications, nutritional benefits and behavioral health from a mobile app.

In an interview with Fox Business, Hims & Hers co-founder and CEO Andrew Dudum revealed that the new weight loss platform will roll out just in time for consumers to kickstart their health and wellness journeys in January 2024.

As for defining “generic medications,” Dudum told Fox Business that there’s a wide range of medications that have been around for nearly two decades, in contrast to the new weight loss medications that have hit the market.

“If you go to those really fancy clinics out in Beverly Hills or New York, you’ll be able to find doctors who know how to use them and know how to find the underlying issues that you as an individual might be facing, and that might be why it’s causing weight gain. So our aim is to use these medicines that have been around for a long time and help you get access to them at affordable prices and hopefully get great outcomes,” he explained.

As for taking it slow, as opposed to other companies that have embraced GLP-1s, Dudum says Hims & Hers is trying to be “respectful” of the consumer.

“The  GLP-1s that everybody is really excited about — they should be excited about them,” he said. “These have 15-20% weight loss for an individual, but the reality is they are very new. The studies have been around for nine months or 12 months… We hold trust and safety in the highest regard, and we want to make sure whatever we offer on the platform is going to be reliable, it’s going to be affordable, it’s going to be safe.”

Dudum added that the reported side effects of GLP-1s are concerning to some consumers and he pointed to supply chain issues as well. Still, the Hims & Hers CEO doesn’t appear to be fully ruling out the popular weight loss medications — and likely for good reason. Some analysts suggest that the weight loss drug market may be worth $100 billion by 2030, fueled in large part by drugs like Ozempic and Wegovy.

“We need to figure out those things and once we (do), Hims & Hers will have a big range of those products,” Dudum said of GLP-1s.

In addition to the weight management plans, the telehealth company reported an impressive Q2, with revenue of $207.9 million, up 83% from the prior-year period. Hims & Hers grew its subscriber base to 1.3 million, up 74% year-over-year in the quarter.

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Noom, a digital health platform that blends personalized psychology with medicine, has hired Geoff Cook as its new CEO.

Cook will also join Noom’s board of directors, while Noom’s co-founder, Saeju Jeong, will continue as the wellness company’s executive chairman of the board. Jeong previously served as CEO for 16 years. 

Crediting Noom with a laudable vision of designing technology to foster human flourishing and longevity, Cook is gearing up to lead the digital health company to new heights. 

“The team’s passion and hard work has built a powerful brand for human behavior change,” Cook said. “Having spent the last 18 years driving innovation to promote social connection and well-being, I’m thrilled to bring that spirit of transformative innovation to additional health and wellness dimensions. I believe Noom can build on its strong and compelling foundation to reach everyone everywhere on their wellness journey.”

Cook has extensive executive experience building and leading global teams. He was co-founder and CEO of The Meet Group, which provides live-streaming video and creator economy solutions for social apps, before being named co-CEO of The Meet Group’s parent company, ParshipMeet Group, which owns eHarmony. He also serves as a trustee of The Franklin Institute, a science and technology center.

Jeong commented that Cook is a transformative leader who will lead the digital health company through the next phase of its evolution. 

“With his lengthy track record building and scaling businesses and revenue streams, I know Geoff is ideally positioned to accelerate Noom’s growth and profitability,” said Jeong, adding that serving as Noom’s CEO has been an amazing gift. “I look forward to continuing to make an impact on the lives of our customers in my role as executive chairman,” he continued.

Noom Enters Medically Assisted Weight Loss

Cook will also build upon Noom’s new medically assisted weight loss program and its B2B offerings.

In May, Noom launched Noom Med, an obesity care program it says is powered by biology and psychology. Dedicated to fighting obesity with long-lasting success, Noom Med combines telehealth services with the personalized psychological approach for which Noom has become known.

Like competitors WeightWatchers and Found, Noom Med pairs patients with clinicians who may prescribe weight loss medication for qualified consumers. Noom then delivers a complete plan through its mobile app. 

“We are still very early in realizing our full vision of behavior change in healthcare, and I’m looking forward to working closely with Geoff to make it a reality,” said Noom’s co-founder and president, Artem Petakov.

The weight loss drug market could be worth $100 billion in a few short years and possibly $200 billion within the next decade, according to a Barclays analyst. 

Instead of fully pivoting from health and diet offerings to prescription medications, companies like Noom are instead blending the two and teaching healthy habits, believing that combining both approaches leads to greater long-term success for consumers.

Cook Eyes B2B & Noom for Work

In light of his new leadership role, Cook penned an essay explaining why he’s excited to lead Noom. In the piece, he explained that after consumers achieve “scale victories,” it’s crucial to provide tech and tools to deepen engagement and community, writing that social support is a form of wellness. 

“After all, when Noom extends the lifetime of its customers, it can extend their lifetimes,” Cook wrote.

He added that the opportunities to expand Noom Med and Noom for Work (which can make Noom Weight, Noom Med, Noom Mood and Noom’s Diabetes Prevention Program available commercially for employers and health plans) are massive.

“The US continues to struggle with population-wide metabolic health issues,” he wrote. “Meanwhile, health systems, healthcare providers, employers, and payers are in dire need of programs and tools that can better our health and productivity.”

Cook believes the enterprise opportunity for Noom is large and shared that he’d like to see Noom continue to push into B2B and enterprise opportunities. 

“I believe Noom for Work can make all of Noom’s programs available commercially for employers and health plans, representing a significant growth opportunity for the company,” he wrote. 

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Jenny Craig, the famed weight loss and nutrition company that folded this past May, is getting a second chance to hit it big in the wellness industry after being acquired by Wellful Inc.

As a direct-to-consumer and omnichannel health and wellness company, Wellful Inc. says Jenny Craig is slated to make a comeback this fall with a DTC delivery model with tasty, nutritious food and personalized coaching. 

While terms of the deal were not disclosed, numerous reports reveal that court documents from the recent acquisition show Jenny Craig’s intellectual property priced at up to $10 million.

Wellful also owns Nutrisystem but confirms it will manage Jenny Craig separately as an independent brand. In addition to Nutrisystem, Wellful’s vast portfolio also includes wellness brands such as Peptiva, Instaflex, Nugenix, Super Beta Prostate and Dr. Sinatra.

Just three months ago, Jenny Craig emailed employees that the weight loss brand would lay off all employees before officially announcing that it would go out of business. By May 5, Jenny Craig filed for Chapter 7 bankruptcy. 

Brandon Adcock, CEO of Wellful, commented that more than ever before, consumers are seeking integrated and convenient health and wellness solutions, especially those that are delivered quickly to their door. 

Adcock says the acquisition will allow the e-commerce supply chain to meet consumers’ expectations. 

“We will allow customers to access all the things that made Jenny Craig successful – the food, the structure, the program, the coaching – while providing access to our broader portfolio of health & wellness solutions to empower customers to live happier, healthier lives,” Adcock said.

“Over the last 40 years, Jenny Craig has been committed to helping people lose weight and live healthier lives, and this acquisition not only reaffirms, but strengthens that commitment,” he added. “The Wellful platform is comprised of brands that help consumers achieve clinically validated outcomes. Simply put, consumers come to us to achieve their goals and they expect results. We couldn’t be more excited to bring that same experience to past and future Jenny Craig customers.”

Jenny Craig’s website currently features a landing page announcing the news that the beloved weight loss company would be coming to homes this fall via delivery. 

If comments on social media are any indication, former Jenny Craig followers appear excited over the news of the upcoming fall return.

“I will definitely be into this,” wrote one poster on Facebook. “I love the food and delivery is the way to go for me. I hope it’s early fall and not closer to winter. I would sign up next week if I could.”

Jenny Craig’s transition to e-commerce signals a larger trend others have recently followed, with wellness going digital and, at times, injectable.

Earlier this year, WeightWatchers announced the acquisition of Sequence, a telehealth provider that gives clients access to diabetes and weight loss medications such as Ozempic. The deal, valued at $132 million, is the first of its kind for WeightWatchers and one that its CEO, Sima Sistani, called a natural next step, especially in light of the advancements in chronic weight management medications. It’s also a lucrative move, as industry experts suggest that the weight loss drug market is expected to hit $100 billion by 2030. 

While many WeightWatchers members were pleased with the additional offering, other devotees were mixed on the new pivot, especially as the wellness company said it would cut back in-person meetings.

While Jenny Craig is expected to return this fall, the DTC meal model can prove challenging, as Freshly, a Nestlé-acquired meal delivery service, discovered.

Freshly closed its operations in January after being acquired by Nestlé in 2020 in a $1.5 billion deal. At one point, the meal delivery company that focused on limiting sugar and processed ingredients was shipping over a million meals each week.

Nestlé CEO Mark Schneider acknowledged the decline of Freshly in an investor seminar late last year, indicating that it was a deal that didn’t fully meet Nestlé’s objectives. 

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