Leading fitness equipment and technology brands brought their best to IHRSA 2024, the annual convention and trade show put on by IHRSA, now known as the Health & Fitness Association.

Athletech News breaks down some of the key products that made waves on the show room floor from brands including Aktiv Solutions, EGYM, Freemotion Fitness, Life Fitness, Matrix, Precor and Technogym.

Energizing their respective spaces and showing what’s next in fitness evolution, these seven brands showcased their top-tier releases across strength training, cardio and fit tech, all designed to engage consumers while assisting club operators. 

Aktiv Innovates on Traditional Strength Training

The rise of strength training is likely the fitness biggest trend of 2024, with consumers of all ages and fitness levels finding time to weight train, taking to the benefits of increased muscle mass, joint protection, fat loss and lowered resting heart rate.

Aktiv Solutions, a commercial gym design and supply company, used IHRSA 2024 to unveil its latest innovation: the Gym Rax Smith 3D Trainer (3SD). The next-gen smith machine features a free bar path, mimicking barbells while offering the benefits of the traditional smith machine, including the lack of need for supervision.

Aktiv created the S3D to onboard those new to strength training while also catering to expert lifters.

“The S3D presents an opportunity for operators to appeal to their broader constituencies without alienating more advanced lifters,” explained Bryan Green, founder and CEO of Aktiv Solutions, adding that users “can get that last rep without fear that they’ll injure themselves without a spotter.”

The S3D touts a patent-pending movement carriage that synchronizes its safety catches and serves as a built-in spotter — perfect for newer users, Gen Z and active-aging populations. 

The safety feature makes S3D a particularly beneficial addition to unsupervised fitness facilities like hotels or university gyms.

Precor Embraces the Glute Trend

Precor is also heavily invested in strength, partnering with Glutebuilder to breathe new life into glute training, which has become highly popular on social media platforms like TikTok. Besides looking good, training the glutes has numerous benefits including hip stabilization and pain prevention in the back and neck. 

The partnership will see an all-new line of six patent-pending glute training products that combine the motion design of Glutebuilder’s founder and CEO, Arturo García López, with Precor’s engineering and manufacturing expertise.

“We recognize the surging popularity of glute training worldwide, and the innovations within the new Precor Glutebuilder Line offer novel ways to engage and attract new fitness enthusiasts,” said Precor’s CEO Dustin Grosz. “We are delighted to partner with this esteemed brand and leverage Arturo’s groundbreaking developments.”

Those who missed IHRSA 2024 will be able to preview the Precor Glutebuilder Line at FIBO in April in Cologne, Germany.

Technogym Launches AI-Powered Health & Longevity Tracking

It was impossible to ignore Technogym at IHRSA 2024, with its massive presence on the tradeshow floor and outfitted in its signature black and yellow branding.

Already a force to be reckoned with, Technogym took its ecosystem a step further with the debut of Technogym Check Up. Harnessing AI to assess physical and cognitive conditions, Technogym Check Up has the power to prescribe the ideal fitness program that adapts over time based on the individual user.

Nerio Alessandri, Technogym founder and CEO, says the latest innovation represents the access point to the entire Technogym ecosystem, offering a “fully personalized program for every single individual that evolves over time thanks to AI.”

Leaning into longevity, Technogym’s latest offering goes beyond cognitive function, body composition, strength performance, balance and mobility. It uses the data to calculate a “Wellness Age,” a nod to the brand’s ‘Technogym as Medicine’ philosophy.

The new tool puts longevity-seeking consumers in the driver’s seat of their health. At the same time, Technogym’s ecosystem and data-forward approach can also unlock invaluable data for fitness operators.

EGYM Empowers Users To Move Beyond the Scale

EGYM, a leading fitness tech provider, put its new BioAge feature front and center at IHRSA 2024, a measurable approach to fitness that calculates a user’s wellness across four pillars: strength, cardio, flexibility and metabolism.

It may be time to toss the scale since BioAge takes things beyond simple bodyweight measurements. Giving users a solution-based path, BioAge focuses on four different areas of need, tracking progress and providing users with valuable visual feedback along the way. 

The result? A comprehensive approach to health and fitness that keeps users engaged and motivated — especially when they quickly start seeing results. 

“Unfortunately in our industry, usually it’s all about what a member sees on the scale,” Dana Milkie, EGYM general manager for North America, told ATN. “It can be a little demotivating, particularly in the first three or four weeks when you’re starting to exercise trying to change your body and you don’t see anything on the scale. From a BioAge perspective, you begin to see changes very quickly as whatever biological age you started at begins to go down.”

BioAge is visible on EGYM’s Fitness Hub, trainer app and branded member app, making it accessible anywhere for individuals who work out at various facility types. The innovation also serves as a powerful tool for operators and fitness trainers, allowing them to share tangible results with clients, deepening motivation with proof.

Matrix Brings Luxury to Cardio

Matrix Fitness, a commercial fitness leader under Johnson Health Tech, has elevated cardio with a luxurious look and feel with the launch of its Onyx Collection, a line of five ultra-premium cardio machines, including a treadmill, Ascent Trainer, ClimbMill, upright cycle and recumbent cycle. 

“Every touch point and every element of the Onyx Collection was designed to be exceptional, immersive, and unlike anything else in our portfolio,” said Andrew Kolman, vice president of global product development. “At Matrix, meaningful innovation is at the heart of everything we do. Our partners can expect to see this guiding principle artfully expressed in every design detail.”

With its impressive 32″ touchscreen console and interactive touch controls, users can sprint, interval train, complete fitness tests or run on rolling hills. 

Kolman explained that feedback from industry partners fueled the creation of Onyx’s luxe design, with its oversized screen allowing operators to brand the experience and advertise their own messaging. 

The Onyx Collection is headed to FIBO next month in Germany, which will take place from April 11 to 14.

Life Fitness Gives Operators the Keys

Life Fitness used IHRSA to remind the fitness industry that cardio is still king and that the key to a successful product is deepening user engagement while offering new revenue channels for club operators. 

Symbio, an ultra-premium cardio line features a Runner (treadmill), Incline Elliptical, SwitchCycle and Recumbent Cycle — all of which enable club operators to easily upload on-demand workouts featuring their in-house instructors.

Gym goers want an engaging cardio experience, which Symbio can deliver, as operators can add new member onboarding videos or promote additional services.

“(It) gives you the ability as a trainer, instructor, facility owner, operator — to completely customize the experience,” said Life Fitness global training and education manager Leigh Wierichs. “The content doesn’t have to be a class — although it could be an actual on-demand class or something nutrition-related. It could be something explaining the different capabilities of the treadmill; it could be something talking about how to prepare for a 5K. It can be anything that you think would resonate.”

Content abilities aside, Life Fitness’ new Runner offers a standout feature, adaptive flex deck technology so that users can select their preferred level of firmness – either 40% softer or firmer.

For Freemotion, Content Is King

Freemotion Fitness, along with parent company iFIT, put a spotlight on its new 22 Series cardio line at IHRSA 2024, boasting iFIT’s robust content library of nearly 17,000 coach-led workouts, including Olympic Gold Medalist Michael Phelps and ultrarunner Tommy Rivers Puzey. 

The 22 Series cardio line offers a six-piece collection that spans an incline trainer, a Reflex treadmill with an impact-reducing deck, an elliptical and three bikes, all with 22-inch HD touchscreens that display content and automatically adjust speed, incline, resistance and fan speed based on the on-screen workout.

With an emphasis on delivering top-notch video content that is immersive and exciting, iFIT films its footage on all seven continents, including adventurous locations such as Mount Everest. It’s a creative decision that Adam Guier, vice president of North America sales at Freemotion, says has a tremendous impact on member engagement.

“We hear members say, “I went on a vacation to such and such place because I had exercised in that same location from virtually,'” Guier said. “We also hear members who say, “I went on vacation, came back, and did the same run on the console that I had done on vacation.”

Beyond the gym, members can use the iFIT app at home or on vacation, using equipment from NordicTrack or ProForm, other iFIT brands.

The post These Fitness Products Made Waves at IHRSA 2024 appeared first on Athletech News.

Strength training may be getting all the attention lately, but equipment leaders such as Life Fitness, Matrix Fitness and Freemotion Fitness are aiming to keep cardio fans engaged—after all, even those focusing on resistance training still carve out cardio time, and newcomers gravitate to treadmills for their familiarity and ease of use.

Cardio was on full display at IHRSA 2024, with equipment makers excited to debut the latest in equipment advancements and user-friendly technology guaranteed to keep fitness consumers engaged and moving.

Here’s a look at some top brands and their latest cardio innovations.

Life Fitness Lets Operators Create Their Own Content

Life Fitness is revitalizing cardio, deepening user engagement and unlocking new revenue streams for club operators with Symbio, its ultra-premium cardio line, which was displayed at IHRSA 2024.

Citing data from EcoFit, the commercial fitness equipment leader points out that fitness enthusiasts are still heavily engaged in cardio activities, but their desires have changed when it comes to equipment. In a screen-friendly world, consumers expect on-demand content to be readily available on their cardio machine. One Life Fitness survey revealed that gym members prefer nutrition, fitness, mental health and mindfulness content, along with on-demand workouts featuring in-house instructors. 

Enter Symbio, a next-gen collection spanning a Runner (treadmill), Incline Elliptical, SwitchCycle and Recumbent Cycle that allow club operators to create on-demand workouts with their own in-house instructors, add new member onboarding videos and promote services to drive additional revenue. 

The Runner breathes new life into cardio with adaptive flex deck technology, offering advanced customization where exercisers can select their preferred level of firmness – either 40% softer or firmer. Geared for everyone from running beginners to advanced or to those rehabbing or looking to prevent injury, the Runner keeps fitness enthusiasts engrossed and encouraged with its technology, according to Don Saladino, celebrity trainer.

“It’s giving people the ability to quantify their success from a cardio standpoint that doesn’t require them going faster,” Saladino said during a Life Fitness panel discussion at IHRSA 2024.

Providing on-demand content on a cardio machine is another key driver to keeping members motivated, especially when they can understand and see their progress through metrics. As an expert trainer, Saladino said he was impressed by Symbio’s ability to hook members with content and urges operators to tap into their team of personal trainers and instructors.

As Life Fitness global training and education manager Leigh Wierichs points out, club operators can easily shoot content with their phones and seamlessly upload it to the console, unlocking endless possibilities.

“(It) gives you the ability as a trainer, instructor, facility owner, operator — to really completely customize the experience,” Wierichs said. “And the content doesn’t have to be a class — although it could be an actual on-demand class or something nutrition-related. It could be something explaining the different capabilities of the treadmill; it could be something talking about how to prepare for a 5K. It can be anything that you think would resonate.”

Matrix Brings Luxury to the Next Level

Matrix Fitness, a commercial fitness leader under Johnson Health Tech, has entered 2024 with the launch of its Onyx Collection, a line of five ultra-premium cardio machines, including a treadmill, Ascent Trainer, ClimbMill, upright cycle and recumbent cycle. 

“Every touch point and every element of the Onyx Collection was designed to be exceptional, immersive, and unlike anything else in our portfolio,” said Andrew Kolman, vice president of global product development. “At Matrix, meaningful innovation is at the heart of everything we do. Our partners can expect to see this guiding principle artfully expressed in every design detail.”

Matrix showcased the new cardio collection at IHRSA 2024, with its sleek visual appeal on full display, meant to take the fitness experience at high-end health clubs and luxury hotels to the next level.

Kolman explained that feedback from industry partners was central to the creation of Onyx.

“As a commitment to the success of our partners, we have made significant investments in enhanced manufacturing processes, machinery and more exacting quality standards that will not only meet but exceed the expectations of the ultra-premium customer,” he said.

Aside from its premium aesthetics, Onyx offers an oversized 32″ touchscreen console and interactive touch controls. Whether users are looking to sprint, interval train, complete fitness tests or run on immersive rolling hills, they will stay engaged. At the same time, operators are able to brand the experience and run their own messaging on the big screen.

The Onyx Collection will also be showcased next month at the 2024 FIBO show in Germany, which will take place from April 11 to 14.

Freemotion Engages Members Through Immersive Content

Freemotion Fitness, along with parent company iFIT, showcased its new 22 Series cardio line at IHRSA 2024, featuring iFIT’s content library of roughly 17,000 coach-led workouts, including Olympic Gold Medalist Michael Phelps and ultrarunner Tommy Rivers Puzey. 

The six-piece lineup includes an incline trainer, a Reflex treadmill with an impact-reducing deck, an elliptical and three bikes, complete with a 22-inch HD touchscreen that displays content and automatically adjusts speed, incline, resistance and fan speed based on the on-screen workout.

iFIT’s content is filmed on all seven continents, including exciting locations such as Mount Everest, transporting cardio enthusiasts to another world via the 22 Series monitors, which Adam Guier, vice president of North America sales at Freemotion, says is a massive benefit for attraction and retention. 

“We hear members say, “I went on a vacation to such and such place because I had exercised in that same location from virtually,'” Guier has told Athletech News. “We also hear members who say, “I went on vacation, came back, and did the same run on the console that I had done on vacation.”

Freemotion’s 22 Series also serves club operators who struggle to hire enough fitness instructors for group fitness classes. The cardio line provides an engaging experience with plenty of variety and the ability to be coached virtually with expert guidance from iFIT instructors. 

Outside the gym, members can use the iFIT app wherever they are, including at home, using equipment from NordicTrack or ProForm, other iFIT brands.

The post IHRSA 2024: Cardio Still Top of Mind for Fitness Equipment Leaders appeared first on Athletech News.

Digitalization and artificial intelligence are forging a new frontier for the fitness industry, as demonstrated by numerous exhibitors and sponsors at IHRSA 2024 in Los Angeles.

Although the promises of AI and technology can drive business, one thing is clear: The fitness and wellness industry may warmly adopt the advancements but brands are still maintaining a focus on consumers and community wherever possible.

Technogym Creates an AI-Powered Wellness Journey

Technogym, one of the leading brands offering a complete ecosystem of health and wellness, has seen how leveraging AI can net positive results. The Italian fitness giant sees great promise in using data to define cohorts based on activity interest. The result? Hyper personalization and the ability to refine marketing targets, saving time and resulting in consumer satisfaction.

Francesco Arlotti, Technogym’s head of digital solutions, stressed the importance of an ecosystem that offers value to fitness and wellness seekers that goes beyond mere access to a digital platform. Instead, he points out that it must take consumers on a journey.

“If we want to increase the value of what we offer, we have to follow a different route,” Arlotti said.

The brand just debuted its most comprehensive AI-powered fitness assessment and customer engagement tool — Technogym Checkup. 

Technogym’s data-driven capabilities can give operators rich insights that can group club users based on workout preferences, habits and even activity patterns, offering an opportunity to refine upselling, drive community with friendly competitions in the form of challenges or even create new classes. 

Barry’s Drives Community via Apps & Pop-Ups

As one of the OG’s of HIIT–based fitness, Barry’s is growing across the globe and expanding its modalities. Best known for its famed Red Room, the fitness brand has developed a loyal following over the years and has been open to change, rebranding its name and vibe.

Never afraid to break the rules, Barry’s has taken a unique approach to digitalization with not one but two apps: the newer Barry’s X, a proprietary platform to take, book classes and access the FitFam social network, and its original app that presents a one-stop shop “for all things in-studio.”

Jenna Hauca, Barry’s senior vice president of marketing and digital, says Barry’s continues to deliver community-driven experiences and plans to reflect that same approach with additional features on its app as it evolves. 

“For us, community is really the guiding principle of most of the decisions we make, digitally and in person,” Hauca said.

Keeping a focus on in-person and community experiences has led to a robust number of members showing up to Barry’s, funneling in from advertised in-person fitness challenges, where members are encouraged to attend as many in-studio classes as they can in a specific time frame. In addition to driving people to classes, it’s also led to Barry’s members encouraging one another, in person and in the brand’s FitFam space. 

With the launch of Ride, the brand has expanded its “welcome mat” to a new audience, Charlie Meredith, Barry’s chief curriculum lead, has told Athletech News. Barry’s is also exploring additional pop-ups this year, continuing to connect with its community and attracting new members in “non-traditional” locations.

The post IHRSA 2024: Fitness Brands Balance AI & Community appeared first on Athletech News.

These days, cardio often gets put down as boring, mindless or downright ineffective, but it doesn’t have to be that way. 

When implemented correctly, cardio machines can still be an asset to gyms and fitness facilities, and a potent member-engagement tool at that. 

Freemotion Fitness and parent company iFIT are changing the game when it comes to what cardio machines are capable of, placing workout content and smart technology at the forefront to deliver a truly immersive experience that brings users in and keeps them coming back for more, whether in-facility or at home. 

Freemotion’s new 22 SERIES cardio line is specifically designed to leverage iFIT’s vast library of workout content, which includes around 17,000 coach-led workouts, ranging from hill climbs on an incline trainer to stationary bike rides through mountain ranges.

The 22 SERIES will be front and center at IHRSA 2024. The lineup features six connected machines – an incline trainer, with its ramp going up to 30%, a REFLEX treadmill featuring an impact-reducing deck, an elliptical and three bikes including the popular CoachBike – all of which come equipped with 22-inch HD touchscreen displays that stream iFIT content and automatically adjust speed, incline, resistance, and even fan speed based on what’s happening on-screen, leaving users enthralled in their workouts. 

Best-In-Class Content Drives Engagement

iFIT workout content lies at the heart of the 22 SERIES experience. Gyms that install Freemotion equipment in their facilities get an automatic boost from iFIT, which is already being enjoyed by more than 7 million people across the world. 

“(Members are) coming in predisposed to iFIT, so being able to provide iFIT content on those 22-inch monitors is a huge benefit for attraction and retention,” says Adam Guier, VP/North America Sales at Freemotion. 

iFIT’s library of coach-led workouts includes content from Olympic Gold Medalist Michael Phelps and ultrarunner Tommy Rivers Puzey. The Utah-based fitness brand films its own content, sending its trainers to countries on all seven continents, including some exotic and exciting locales like Mount Everest. 

“We hear members say, “I went on a vacation to such and such place because I had exercised in that same location from virtually,’” Guier notes. “We also hear members who say, “I went on vacation, came back, and did the same run on the  console that I had done on vacation.”

Aside from providing travel inspiration, iFIT content on Freemotion equipment keeps users engaged along their entire fitness journey. 

“It’s addictive and it’s habit-forming,” Guier says. “We have specifically built our series to move along the fitness journey with the exerciser. So maybe you start as a walker, then you become a jogger and then you become a runner. We have content that will travel along that journey with you.” 

Machines That Work Out With You

The 22 SERIES experience goes deeper than displaying content on a flat-screen TV mounted to the top of each machine. With Auto-Adjust technology, each piece of equipment automatically adjusts the speed and incline based on what’s happening in the workout on-screen. 

Take a journey along the Cliffs of Moher in Ireland with Olympic gold medalist Sanya Richards-Ross – a workout that’s available on iFIT – and your 22 SERIES machine will automatically adjust to the terrain. 

“There’s a lot of other companies that have content on their consoles, but we’re the only one that actually have an Auto-Adjust feature. If the trainer says we’re going up this hill, the machine adjusts the incline to go up that hill,” Guier notes. “Whether you’re on our bike, elliptical or treadmill, it doesn’t matter, it’ll make those adjustments.”

Expert Guidance 

The 22 SERIES also solves a common problem with the typical in-gym cardio experience: most users don’t know what to do when they hop on a machine, so they choose the ‘Quickstart’ option by default. This can lead to repetitive – even boring – workouts, lackluster results and, ultimately, poor engagement. 

iFIT’s workout content isn’t only fun, it gives users access to expert coaches and expertly designed workout plans. 

“It’s as though you have a coach with you at all times guiding you on your fitness journey,” Guier says. “Having that integrated coach is a game-changer; they can take you to a different level.”

For gym operators struggling to hire enough instructors to run group fitness classes, Guier offers the option of a room filled with 22 SERIES equipment where members can work out virtually with expert guidance from iFIT instructors. 

“When I talk to operators, the biggest thing that they’ve had a hard time getting back post-COVID has been instructors, be it an indoor cycling instructor or a trainer on the floor,” he says. “We provide you with the content that bridges the gap.”

Guier sums up the 22 SERIES experience like this:

“People are looking for variety in life, and they’re looking to be coached,” he says. “The Freemotion 22 SERIES cardio line with iFIT content provides you with both of those.”

The Omnichannel Advantage

Gyms that install 22 SERIES equipment don’t just supply their members with a great experience in-facility, they meet their members where they are, including at home and while traveling. Members can take workout content with them on the go using the iFIT app or at home using equipment from NordicTrack or ProForm, other iFIT brands. 

iFIT recently struck a partnership to supply members of Fit Athletic Club in San Diego with complimentary access to iFIT content as part of their gym membership. iFIT has similar partnerships with other fitness brands, including a white-label content agreement with Planet Fitness. 

Delivering an omnichannel experience is increasingly important in today’s era of at-home fitness. Gyms shouldn’t be worried that their members are working out at home; they should embrace it, Guier advises. 

“You shouldn’t see it as a competitive product; it’s a complementary product to what they’re using in the gym,” the Freemotion executive says of virtual fitness. “I have everything I need in my home to work out, but I still want to go to the gym. I want that gym atmosphere, and that energy you find when you walk into a facility.” 

The post With Freemotion’s 22 Series, Cardio Is a Member Engagement Tool appeared first on Athletech News.

IHRSA 2024 is set to invigorate the fitness and wellness industry, with the much-anticipated annual convention and trade show set for March 6 – 8 in Los Angeles.

IHRSA, the industry-leading health and fitness association, plans to reveal a major announcement before its March 6th keynote, which will be delivered by Mariana Atencio, an award-winning journalist and best-selling author of “Perfectly You: Embracing the Power of Being Real.”

After the announcement, the IHRSA Convention & Trade Show has a robust event planned, with over 350 exhibitors and 50+ sponsors, highlighting a wide range of products, services and solutions.

Atencio’s keynote, “The Power of Authenticity: Supercharge Your Career, Your Workplace Culture, and Your Happiness,” will be held on March 6 from 2:15 – 3:45 p.m.

The following day, Mark Mastrov, founder of 24 Hour Fitness and principal at New Evolution Ventures, will present “The Evolution of the Fitness Industry and the Road Ahead” on March 7 from 8:30 – 9:30 a.m.

Friday’s keynote, “Unreasonable Hospitality: The Remarkable Power of Giving People More Than They Expect,” will be presented by Will Guidara, restaurateur and author of “Unreasonable Hospitality,” on March 8 from 9:00 – 10:00 a.m.  

“We are so excited about this year’s event with our special announcement on the first day prior to the keynote address, our three keynoters—two of whom are from outside the industry—more than 70 education sessions and panels, early morning workouts, and multiple networking events, one of the first of which is the kickoff party that starts at 7 p.m. on March 6,” said IHRSA president and CEO Liz Clark.

Attendees can expect to see some new faces at this year’s show, as people increasingly gravitate towards fitness and wellness.

“I’m excited about the number of new attendees that we see signed up for the event,” Clark said. “The latest numbers I saw, 65% of attendees are new to IHRSA, which shows we are reaching new audiences, and perhaps shows, too, that new people who want and need events like IHRSA are becoming a part of the industry.”

In addition to showcasing the best the industry has to offer, IHRSA is also hosting key advocacy sessions highlighting the efforts being made in healthcare and policy, including how the health and fitness industry can assist the nation’s armed services, a look at the advocacy work taking place in Washington, D.C. and across the nation, and the fusion of healthcare and health clubs as the industry looks to the future. 

“From emerging trends to matters concerning our nation’s military, it’s imperative for our industry to actively engage in shaping public policy responses,” said Mike Goscinski, vice president of government affairs for IHRSA. “Our sessions at IHRSA 24 offer just a glimpse into the extensive work we are undertaking in Washington, D.C., and within statehouses nationwide.”

The advocacy session schedule is as follows:

Working Toward Healthcare Reimbursement: The Right Way

Wednesday, March 6, 9:00 – 10:00 a.m. in room 409A

Military Readiness Panel Discussion | Preparing Our Communities for Active Service

Wednesday, March 6, 10:30 – 11:30 a.m. in room 409A

Sharing Your Voice

Wednesday, March 6, 4:00 to 4:45 p.m. in room 405 

Harmony in Health: The Intersection of Healthcare and Health Clubs

Thursday, March 7, 2:30 – 3:30 p.m. in room 404A

Visitors can learn more about IHRSA’s work to support the health and fitness industry through advocacy, research and education at booth #2416.

IHRSA 2024 Events & Highlights :

Wednesday, March 6:

• REX Leadership Panel, 9:00 am
• The State of the Fitness Consumer, 1:00 pm
• High Potential Leadership and Rising to the C-Suite, 1:oo pm
• Women’s Leadership Summit panel on Conflict to Collaboration—The Conversation Women Need to Have, 5:00 pm
• IHRSA Kick-Off Party, 7:00 pm

Thursday, March 7:

• Actionable Leadership For Everyone, 1:00 pm
• 27th Annual IHRSA Financial Panel, 1:00 pm
• The Convergence of Fitness and Pharma, 2:30 pm
• Networking Event, 4:00 pm

Friday, March 8:

• Elevating Personal and Business Identity: A Holistic Approach, 11:00 am

The post IHRSA Teases Big Announcement, Key Speakers at 2024 Event appeared first on Athletech News.

The fitness industry’s benchmark for excellence is continuously shifting, highlighting the critical need for fitness professionals to stay informed. Fitness education and certification is on the cusp of a new era, fueled by technological innovation, evolving client expectations and a deepening comprehension of wellness.

Ahead of IHRSA 2024 and other upcoming fitness industry trade shows, Athletech News spoke with leading organizations shaping the industry’s future, including the American College of Sports Medicine (ACSM), American Council on Exercise (ACE), International Sports Sciences Association (ISSA) and National Academy of Sports Medicine (NASM). These players are driving innovation by launching new products, services and initiatives designed to improve fitness professionals’ skills, employability and influence.

As we step into 2024, the blend of technological advancements, a focus on wellness over traditional fitness training, and the introduction of innovative programs and tools promise to redefine professional excellence in our industry. 

ACE Commits to AI Education & Community Building

The American Council on Exercise (ACE), founded in 1985, provides NCCA-accredited certifications, continuing education and evidence-based health information. Sarah Beavins, ACE’s Vice President of Sales & Marketing, said that ACE is dedicated to keeping health and exercise professionals equipped with timely, relevant information, and named artificial intelligence (AI)/fitness technology as one area of focus in 2024.

She referenced a recent report from Future Data Stats in which the global AI in Fitness and Wellness Market was valued at $7.80 billion in 2022, and is expected to grow at a CAGR of 20.5%, reaching $30.56 billion by 2030.

“AI can be an assistive tool in developing personalized recommendations and adaptive programs for clients, and all exercise professionals and health coaches should understand the ins and outs of this emerging technology,” Beavins said. “AI also has the power to help health and exercise professionals run a more efficient business, while growing and maintaining their clientele.”

Another area of focus for ACE is building a unique community where health and exercise professionals have a trusted, safe place to connect. Beavins mentioned the recently launched ACE Pro Connect 2.0 app, which “allows like-minded health and exercise professionals to share ideas, talk through pressing issues and gain insights to build their career.”

Beavins also highlighted ACE’s goal to create timely educational content that helps exercise professionals and health coaches navigate the evolving landscape of weight management and GLP-1 drugs and announced that ACE will be offering a 200-hour yoga certification this year. 

ACE is also actively working to ensure that those in the LGBTQIA+ community experience a welcoming and inclusive fitness environment. The organization offers several EDI education resources, including courses, webinars and LGBTQIA+-specific live conversations so fitness professionals will be equipped with not just the knowledge but the tools to serve individuals who have not always felt welcome in a health or fitness setting.

ISSA Focuses on Wellness Coaching, Recruitment

Since 1988, the International Sports Sciences Association (ISSA) has been working on its vision to connect 100 million people to the power of healthy living by 2030, with a focus on service, promoting wellness, and fostering connections.

ISSA’s Chief Growth Officer, Craig Bradley, said that this year marks a significant shift towards embracing optimal wellness, strongly supported by ISSA’s commitment to health coaching. 

“In the fourth quarter of last year, we expanded our portfolio by acquiring Health Coach Institute along with other prestigious brands in the wellness education space, signaling our dedication to this growing field,” Bradley said. “Data suggests that consumers are increasingly prioritizing wellness and fitness, with interest in these areas outpacing traditional fitness training by a substantial margin. This indicates a clear preference for holistic health and life coaching over conventional training methods that focus mainly on physical exercise.”

Bradley also mentioned the development of a recruitment solution tool, launched last year, designed to connect ISSA graduates with potential employers. 

“We’ve observed a strong demand from the industry for such a streamlined recruitment process,” said Bradley. “This platform showcases our graduates, featuring their profiles, qualifications and locations. With approximately 3,000 trainers graduating monthly, many are actively seeking career opportunities, particularly within their local communities. This system allows us to directly address the industry’s demand for qualified trainers by offering direct access to a pool of newly certified professionals.”

Of note, ISSA is also expanding its highest enrollment course offerings in Spanish, recognizing the global diversity of its audience.

NASM Launches Comprehensive Membership Program

The National Academy of Sports Medicine (NASM) has been educating fitness professionals for over 35 years, and offers a range of science-based training programs and strategies.

The company recently launched a membership program called NASM One, a response to the growing realization that achieving and maintaining health is a multifaceted endeavor that demands a deep understanding of nutrition, mental health and the ability to leverage technology to achieve better outcomes. 

“NASM One brings together multiple tools and exclusive resources to support fitness professionals’ personal development, professional growth and career longevity,” said Mike Fantigrassi, MBA, MS, senior director, product development. 

“At launch, NASM One features over 300 continuing education courses, four career education courses, how-to and trending topics guides, the EDGE app, member discounts, CPR/AED certification, and unlimited access to NASM fitness experts.” 

NASM has also updated its Performance Enhancement Specialist (PES) course, which is designed for performance-minded coaches.

“The PES combines critical thinking with a deep understanding of exercise science to tailor training that minimizes injury risks and maximizes athlete potential,” Fantigrassi said. “With a focus on individual athletes, the course integrates real-world coaching insights and the latest in sports psychology and recovery science.”

NASM has included new chapters on communication and youth training, alongside evidence-based injury prevention, which Fantigrassi said ensures (fit pros are) equipped to support both the physical and mental aspects of athletic performance.

ACSM Offers Enhanced Training Programs for the Modern Era

The American College of Sports Medicine (ACSM) was established in 1954 and has grown into a global sports medicine and exercise science organization, with more than 50,000 international, national and regional members, all committed to promoting healthier lifestyles.

Francis Neric, MS, MBA, associate vice president of certification and credentialing, said that ACSM continues to advocate for efforts to raise the bar for health fitness industry certification through its professionalization efforts, including third-party accredited certification, requiring accredited exercise science degrees to sit for its highest level certifications, and the national registration of exercise professionals.

In 2024, ACSM turns its efforts toward career advancement and healthcare referrals. ACSM recently launched new Inclusive Fitness Specialist, and Physical Activity and Public Health Specialist designations. Additional ACSM offerings scheduled for launch in 2024 include a Youth Exercise Specialist and a Cancer Exercise Specialist, developed in partnership with the American Cancer Society, with more options planned to be introduced later this year.

“ACSM has converted its specialty certifications (written exams only) into educational certificate programs,” said Neric. “Educational certificates are advanced training programs that extend a certified professional’s capabilities to practice in specialized fields. These fields either: (1) are emerging areas with limited and/or ongoing research, or (2) require additional training, knowledge, or skill to safely and effectively work with clients or patients, taking into account unique considerations.”

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After making a name for themselves as a top at-home strength equipment supplier over the past decade, REP Fitness aims to do the same from a commercial standpoint — viewing the IHRSA and FIBO 2024 trade shows as their launchpad. 

Founded in 2012, REP Fitness produces and sells state-of-the-art benches, bars, plates, racks, dumbbells and more, featuring an innovative and ambitious approach to equipment manufacturing. At IHRSA this spring, they’ll showcase their Athena attachments, PR-5000 rack, Commercial Rig and their never-before-seen cardio equipment. Each product promises to further REP’s progress in reaching the commercial audience. 

With a team of over 200, listed on the Inc. 5000 twice, worldwide distribution, and doing over $100 million in sales in 2023, REP feels the timing is now right to enter the commercial space.

A New Take on Air Resistance Cardio

REP’s new Cardio line is not just one piece of hardware, but a hybrid collection of 12 machines, all of which subject the user to air-resistance training. Four components of the new Cardio lineup will be present at IHRSA including the cycle, air bike, rower and SkiErg. 

While several other machines in the fitness space offer this form of workout, Airmaxx allows users to adjust their degree of difficulty or resistance while exercising, putting the product in its own class. 

“Air bikes and rowing machines, those are all well-established products, but you’re usually choosing either a low-intensity steady-state or high-intensity interval training,” said Ryan McGrotty, REP Fitness CEO and Co-Founder. “With the new Cardio lineup, you can do both.”

The Cardio equipment’s low-end effort level can operate as low as any other low-intensity, steady-state bike on the market, but the product digs deep in the other direction as well. The Cario equipment’s high-end offerings can reach a perceived effort level several times higher than that of any high-intensity interval training, air-powered cardio product out there.

The equipment’s patented adjustable fan blade makes this versatility possible. Users can move it anywhere from zero to a 90-degree angle, altering the perceived effort level. Both the commercial and home-gym levels of the product will be on display at IHRSA 2024. 

“We’re excited to get people’s feedback on it because it’s honestly just really fun to use and the first time you try it, it’s almost like the first time you drive a fast car,” McGrotty added. “You just have a smile on your face.”

Best-in-Class Equipment

The Athena, and PR-5000 rack will also be on display this spring. Space is a premium for both home and commercial gyms. The Athena turns the existing power rack footprint into both a power rack and functional trainer. With independent adjustable trolleys, a user can perform both traditional barbell work in the power rack but also various cable exercises. The entire system is commercial grade, modular, and can accommodate any size footprint.

“All are part of an ecosystem where you can mix and match however you want,” McGrotty said. “The whole ecosystem is designed to work together so that you can build whatever setup works for your space. There’s a lot of versatility with using cable machines and being able to integrate those within a footprint of a power rack, for example, is a relatively new thing.”

That versatility not only makes things convenient for users in their immediate workout setting, but also for operators in terms of generating more space, room for equipment, members, and finally profit. 

“It’s space and cost savings,” McGrotty said. “That’s a similar concern whether you’re operating a personal training studio or a collegiate facility. We’re always thinking about how we can make your space more versatile and more useful. Ares and Athena are especially a big part of that, figuring out how we can allow people to get more done in the same space.”

Ready for a Breakout

McGrotty shared that over 1,000 clubs added pieces of REP Fitness equipment last year. However, the REP team feels they’re only scratching the surface with that figure. They plan to keep their ears to the ground at IRSHA, adapt and then grow.

“One of our primary goals is to listen and learn because it’s our first time at the show,” McGrotty said. “We really want to hear from club owners what is important to them and what we need to do to have an attractive lineup for them. I know that feedback pipeline is going to be put in place to make sure we’re dialing things in going forward for commercial.”

“For those that are not aware of our brand, we’re probably one of the biggest home-gym companies that’s flown under the radar because we haven’t been out at trade shows, sponsoring events and sponsoring athletes,” he added. “We’ve grown with just product innovation. But this year, with commercial, we’re going to be applying the same formula that’s worked for us on the home gym side, which is really listening and learning from our customers, regarding where they see holes in the market and where they see lacking innovation. We’re looking forward to feedback from all the club owners and other members of IRSHA.” 

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Freemotion Fitness, the commercial equipment division of iFIT, and Aktiv Solutions, the commercial and home gym design company specializing in movement-based training, have joined forces to bolster their respective distribution networks.

The deal will see Freemotion use its global market reach to represent Aktiv’s specialty equipment, solutions and facility design capabilities. In return, Aktiv will expand its representation of Freemotion’s equipment to support the brand’s global customer reach.

The alliance comes after Aktiv last month named Mike Kelly its new global vice president of sales as it seeks to grow into key markets, form distribution partnerships and announce new products.

“By joining forces, we are poised to unlock new markets and propel our growth trajectory,” said Mark Watterson, Freemotion Fitness CEO.  “Together, we are stronger and better equipped to provide unparalleled fitness solutions for an ever-evolving industry.”

The partnership will also bring “collaborative ventures” at industry events and shows — beginning with IHRSA 2024, where Aktiv will debut its recently launched Gym Rax Smith 3D Trainer within Freemotion’s exhibition on March 7th and 8th.

The partnership will also help the two fitness brands as they aim to redefine the fitness equipment landscape with various products and services to meet the evolving needs of operators.

“At Aktiv, we believe that successful fitness facilities offer more than simple function and utility – they deliver experiences,” said Bryan Green, founder and CEO of Aktiv Solutions. “As operators get more creative, movement-based modalities will continue to dominate the exercise floor. Our partnership with Freemotion strengthens our ability to offer the most comprehensive and impactful solutions for commercial clients everywhere.”

Watterson added that the partnership isn’t just about products but creating a “collective impact” for clients; Freemotion has notably collaborated with Orangetheory Fitness to create the OTF REFLEX Treadmill, which offers a 29% reduction in impact force when running.

“We know the Aktiv team well and believe in the power of collaboration to drive innovation and elevate the fitness experience for our customers,” Watterson said,

Freemotion will be found at booth #847 at IHRSA 2024, with Aktiv showcasing its new Smith 3D TrainerTM on March 7 and March 8.

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