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.

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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.

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Technogym, the fitness industry’s only AI-based end-to-end open platform, has perfected its leading “ecosystem,” delivering successful results for operators in terms of ROI, member engagement and attraction, as well as fitness enthusiasts who want to see results and stay motivated on their health and fitness journeys.

A fitness and wellness industry pioneer, Technogym offers the ultimate solution by providing operators with a cutting-edge and seamless integration across software applications already in use, fitness equipment from any manufacturer, popular payment methods such as Apple Pay, Google Pay, Stripe, Visa and others, and consumer apps and wearables.

Moreover, the AI-based Technogym Ecosystem Coach adjusts training programs to enhance engagement and maximize results. It also supports marketing efforts through advanced profiling, allowing operators to run loyalty campaigns.

This revolutionary “ecosystem” has crowned Technogym as the gold standard in health and fitness equipment and software for club owners, hotels, medical centers and elite athletes. The company will serve as the exclusive and official supplier of the Paris 2024 Olympics this summer, providing its smart equipment and services to over 15,000 elite athletes.

Ever-evolving to meet the needs of operators and health and fitness consumers, Technogym is launching Technogym Checkup at IHRSA 2024, a pivotal moment for the fitness industry leader.

“Today within our Technogym Ecosystem, the one and only end-to-end ecosystem in the industry, we are proud to launch Technogym Check Up, our AI-based assessment station, that represents the access point to the ecosystem in order to measure physical and cognitive parameters and to a fully personalized program for every single individual that evolves over time thanks to AI,” said Nerio Alessandri, Technogym founder and CEO.

One-Stop Shop for Fitness & Wellness

By harnessing the power of artificial intelligence, the brand-new Technogym Checkup boasts an AI-based assessment station, allowing users to hyper-personalize their training based on body composition, strength performance, balance, mobility and even cognitive abilities. Taking it a step further, the data is used to calculate a “Wellness Age” so Technogym Coach can prescribe effective training that adapts over time. 

The latest launch supports the brand’s ‘Technogym as Medicine’ philosophy, promoting long-term health and wellness with its world-class products and ecosystem. A fierce advocate of promoting longevity through Technogym, Alessandri has long urged the preventive power of fitness and the belief that a healthy mind is a healthy body. 

Technogym’s new precision-based training program can be accessed anywhere, anytime — at the gym, at home, on vacation or even with a user’s physician. 

“Digital innovation has always been a key element of Technogym’s constant growth over the years since 1996, when we launched Wellness System, the first software in the industry,” Alessandri said.

Meaningful Health Tracking

Leaning into longevity-centered wellness, Technogym’s Wellness Age functionality offers a starting point for users to comprehend the age that mirrors their current physical and functional condition and offers a pathway to make improvements with a personalized, targeted training program. 

Employing a results-driven program allows users to see their Wellness Age decrease while AI makes adjustments to accelerate results, leading to an optimal state of health in a relatively quick time. 

A Potent Member Engagement Tool 

The latest innovation from Technogym meets the demands of longevity-seeking consumers who want a holistic method that culminates in improved health and vitality. 

By offering Technogym Checkup, operators have an opportunity to offer a unique, cutting-edge and in-demand service, generating additional revenue, retaining existing members and attracting new wellness and fitness seekers.

Additionally, from an operator’s perspective, the data-driven technology allows Technogym Coach to follow the training evolution and group club users based on workout preferences, habits and activity patterns so operators can leverage the findings to fine-tune upselling and even launch friendly fitness challenges for members. 

The Technogym Difference

As operators look to hone in on increased personalization, Technogym’s ecosystem enables every stage of the gym experience to be customized from beginning to end, from assessment to program customization and follow-up. 

Technogym’s digital expertise and AI-centered technology means its smart equipment and app can adapt and guide users on their health and fitness path. After logging into the app, the profile is recognized immediately, pulling together preferred goals and past sessions to track and store all improvements. 

Notably, and in line with the top trend in fitness, strength equipment will automatically adapt metrics across load, range of motion, correct posture, speed, number of sets, repetitions and recovery. 

Another area of advancement is Technogym’s AI-based Ecosystem Coach, which adjusts training programs to not only elevate engagement and results but also supports marketing efforts for operators with its advanced profiling capabilities. 

Advancing the multi-touchpoint experience for users is the Technogym App, offering access to the ecosystem with over 1,000 workouts and programs for fitness, sports performance and health and lifestyle, even taking into account special health considerations. 

Technogym can be found at booth #1716 at IHRSA 2024. 

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In anticipation of IHRSA 2024, leading fitness equipment companies are gearing up to showcase their cutting-edge equipment and best-in-class digital solutions. 

Among the distinguished brands headed to IHRSA are Technogym, Life Fitness, Eleiko, True Fitness and BeaverFit — all emphasizing a significant focus on strength, with BeaverFit and Technogym also zeroing in on outdoor training solutions and a results-driven ecosystem for club operators and fitness consumers, respectively. 

Here’s what attendees can expect from some of the leading exhibitors at IHRSA 2024:

Technogym Embraces AI, Digital Fitness

Italy-based fitness equipment and tech giant Technogym is highlighting its unique ecosystem at IHRSA 2024, which encompasses its connected smart equipment, software, apps, artificial intelligence, on-demand exercise content and tech services. The brand’s ecosystem results in a fully personalized experience for fitness enthusiasts and increased ROI for club owners and operators.

Found in 85,000 wellness centers and 400,000 private homes, Technogym has been the official supplier of the last eight Olympic Games, and will do so again this summer in Paris.

The fit tech company’s AI-based Technogym Coach follows the “training evolution,” of fitness consumers, so club operators can leverage data to boost retention and upselling based on workout preferences, habits, patterns (such as training typology, preferred weekdays and average session duration) of users. Additionally, the data can be used for targeted communications, promotions or challenges.

Technogym’s AI capabilities have also enhanced its smart equipment and app experience, with its system recognizing the profile, past sessions, and preferred goals of users. Technogym’s strength equipment automatically adapts metrics such as load, range of motion, correct posture, speed of execution, number of sets, repetitions and optimal recovery times. 

Going even further, Technogym offers the ability to collect and track cohesive and consistent data for 360-degree profiling, thanks to its blend of in-house equipment (cardio, strength and functional) and digital platforming.

Through the Technogym App, users can access the Technogym Ecosystem, continuing to keep the training experience customized. The ecosystem also supports a hybrid experience, allowing clubs to deliver facility-produced training content to homes through live streams and on-demand video.

Technogym’s Ecosystem push comes as the company continues to embrace digital fitness, supporting operators to meet their members whether in-facility or at home. 

“The pandemic did nothing more than accelerate the transformation process already underway,” Technogym founder and CEO Nerio Alessandri told Athletech News last fall. “It really forced this hybridization of fitness where people work out in the gym, at home, outdoors and, more recently since the pandemic, on vacation and at work. This ‘wellness on the go, anytime, anywhere’ has done so much for the health, prevention and performance of consumers, making the wellness experience a truly nomadic one.”

Technogym will be found at booth #1716 at IHRSA

Life Fitness Builds the Ultimate Cable Training Experience

Life Fitness is leaning into strength, launching its Dual-Adjustable Pulley with Stabilization at IHRSA 2024 — a functional trainer that sets the standard for versatility and workout effectiveness.

Designed to deliver the ultimate cable training experience, the new strength product from Life Fitness offers nearly endless strength exercises. The Dual-Adjustable Pulley with Stabilization features a low starting resistance, cabling for dynamic movements and a patented adjustable stability pad for support during key movements.

The functional trainer offers a 12′ cable range, an integrated multi-grip pull-up bar, and includes two long handles, two short handles, a triceps rope and an ankle strap.

To keep a training space accessible and organized, the Dual-Adjustable Pulley with Stabilization allows users to easily swap handles as needed. An adjustable carriage provides smooth transitions using ball bearings and laser-etched numbers for position identification.

Life Fitness also recently expanded its partnership with EGYM on a Smart Cardio project integrating EGYM’s fitness software with Life Fitness machines, such as its Discover SE4 Console, to provide fitness enthusiasts with real-time workout data, performance tracking and personalized workout recommendations.

“Life Fitness is committed to offering our customers the ability to personalize their equipment experience according to their unique needs,” the company’s chief product officer, Dan Wille, said of the partnership with EGYM. 

Life Fitness will be found at booth #1700 at IHRSA.

Eleiko Showcases Prestera, its New Strength System 

Eleiko is set to showcase its growing Prestera strength system at IHRSA, having recently welcomed new strength evolutions and companion pieces to the system.

Prestera, a modular, customizable strength system, is considered a “growing force” touting varied training methods for free weight, body weight and cable training while offering complete flexibility, versatility and space efficiency. 

Emphasizing a “lifter-first approach” within Prestera, the strength system provides easy adjustability to appeal to a range of lifters and user-defined movements. A new cable system includes several cable training stations available in freestanding, wall-mounted, or multifunction training stations for complete design flexibility. 

The collection comprises the Eleiko Dual Adjustable Pulley, Cable Cross, Single Adjustable Pulley, Lat Pull Down and Low Row stations that can be used alone or as building blocks for customized multi-station configurations. Eleiko will have some of its new stations at IHRSA for users to trial. 

The Prestera system is designed to help gym and club operators make the most out of their space while also giving users the freedom and tools they need to strength train effectively. 

“Space efficiency equals money,” Eleiko CEO Erik Blomberg has told ATN. “You can get more out of the rent that you pay for a facility when you use space more efficiently and offer more training possibilities. But I think it goes to more than that. It also goes to the user experience because people seek efficiency in their own training when they go to a facility.”

“If you can structure and order your place in the most efficient way, you will also improve the customer experience, “ Blomberg adds. “That in turn will also drive both membership growth and retention.”

Eleiko will be found at booth #1762 at IHRSA.

True Fitness Prizes Form & Function With Palladium Strength 

True Fitness is headed to IHRSA with an extensive lineup of fitness equipment, showcasing Palladium Series Plate Loaded, its newest line of strength equipment. The 14-piece circuit was designed in the U.S. by True Fitness strength engineers to offer heavy-duty, durable products with innovative features. 

“Throughout the design process, I envisioned a line that not only excels in performance but also becomes a statement in modern gym aesthetics,” said Jim McIntyre, True Fitness Strength Product Manager. “Every detail, from the sleek oval-shaped tubing to the ergonomic grips and height adjustment guides, was meticulously crafted to elevate the user experience.” 

Along with their latest strength equipment, True Fitness will also unveil their next generation of cardio machines and consoles at IHRSA.

“We’ve completely redesigned and reformulated our cardio lines to better represent our offerings to benefit all markets,” said David Trulaske, CMSO for True Fitness. “Customers will experience four new cardio series and three streamlined, user-friendly consoles that can be paired across all cardio equipment.” 

True Fitness will be found at booth #1746 at IHRSA.

BeaverFit Offers Custom Indoor & Outdoor Solutions

BeaverFit, a fitness design, manufacturing and distribution company, is headed to IHRSA to showcase its full line of strength and functional training equipment, all of which can be custom-branded and specifically designed for both indoor and outdoor use.

“This year at IHRSA, BeaverFit will demonstrate why we continue to be the trusted partner in creating training capabilities however you train, wherever you train,” said Nick Vay, BeaverFit’s VP of Commercial Sales. “We are excited to bring back everybody’s favorite – the patented Shred Shed – along with premiering our freestanding Bridge Unit, and numerous new features for our customizable Bay Unit, including an adjustable sliding heavy bag, padded slam wall and more.”

Having provided solution-based custom training equipment for the U.S. military and boutique fitness studios like Rumble Boxing and MADabolic, BeaverFit also plans to digitally showcase its newly designed SunPro and SunShade, one-of-a-kind solutions that enable its partners to create fully covered outdoor training environments.

BeaverFit will be found at booth #1011 at IHRSA.

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

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

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

• 

  Can Connected Fitness Rebound?

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

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

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

• 

  Will In-Person Fitness Continue To Grow?

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

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

• 

  What’s Next for Weight Loss Drugs?

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

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

• 

  Will Strength Training Continue To Surge?

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

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

• 

  Can Fitness Wearables Bridge the Healthcare Gap?

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

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

• 

  Will VR Fitness Take Off?

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

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

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

Global fitness equipment maker Technogym has received a €111 million ($120 million) investment from NEOM Investment Fund (NIF), a firm based in Saudi Arabia that invests in tech-focused brands. NIF now holds 6% of Italy–based Technogym’s share capital and 4.5% of the voting rights.

As part of the transaction, NIF purchased approximately 8.8 million shares of Technogym and entered into a derivative solution to purchase approximately 3.3 million shares.

In a statement announcing the transaction’s conclusion, NIF noted that the investment reflects its vision of a new model for sustainable and healthy living and is committed to being a long-term minority investor in Technogym.

NIF also commented that it believes in the value creation potential of Technogym, recognizing the smart fitness equipment and digital tech provider’s history of ongoing growth, leading global market position, and commitment to innovation in the fitness and health space. 

J.P. Morgan served as bookrunner for the transaction, with Rothschild & Co. as NIF’s financial advisor.

NIF’s stake in Technogym follows its recent investments Pony.ai, Regent, Boom Technology, BlueNalu and Animoca Brands, as the firm looks for visionary companies that use cutting-edge technology.

Health, well-being and biotech are listed as one of the 14 verticals NIF aims to invest in to build what it says will become a new economic model for the world, aligning with the mission of Technogym’s founder and CEO, Nerio Alessandri.

The author of “Be Wellness: Choose to Live Well,” Alessandri has been an advocate for improving health and quality of life through Technogym’s wellness ecosystem of personalized training programs, exercise plans and “Technogym is Medicine” model.

The digital tech fitness maker has seen significant growth in its B2B segment this year and is leaning into sport as a major component of its business strategy, with Technogym serving as the exclusive and official supplier of the Paris 2024 Olympics, providing smart equipment and services for over 15,000 athletes.

Technogym recently unveiled its Technogym Skillup, an upper-body ergometer developed for performance training with multi-drive technology offering cardiovascular and strength conditioning via a double resistance system. As a new addition to Technogym’s ecosystem, the Skillup will serve athletes at the Paris 2024 Olympics.

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Infinity, beyond fitness, a Miami-based boutique wellness studio, has welcomed Kay Oswald as an investor and advisor as it plots its franchising expansion. 

Kay, the former CEO of Technogym U.S., has expertise in building consumer and B2B brands in the U.S., Europe and Asia, having led the expansion of Smile Direct Club, preparing the company for an IPO.

The Infinity concept offers a comprehensive method that allows fitness and wellness enthusiasts to engage in a trifecta of training, nutrition and recovery to improve their lives in 90 days. Infinity members receive one-on-one and group wellness coaching in-person and through the Infinity app, so members are armed with training, nutrition, sleep and recovery education to hit their goals. The plans change every 90 days and offer support and group chats. 

Infinity’s stand-out group training offering, Variable Intensity Interval Training (VIIT), could be a boutique fitness disruptor with a special format blending HIIT with medium-intense strength and endurance and low-intensity phases while using functional cable stations, boxing bags, treadmills, weights, benches and bands.

“Among the multitude of fitness and wellness concepts I’ve become familiar with, Infinity is by far the best positioned for the future,” Kay said. “It’s rare to find a brand that addresses workouts, nutrition and recovery in one location and also has an app to keep members accountable outside the studio.”

Diego Guimarães, founder and CEO of Infinity, beyond fitness, said the brand is thrilled to have Kay as an investor but even more so as an advisor.

“Ever since our paths crossed, he has believed in the unique value proposition that Infinity offers,” Guimarães said. “I eagerly anticipate his valuable contributions to our franchise expansion and growth.”

Infinity’s flagship Coconut Grove studio in Miami offers an extensive group training schedule and allows members to access the training studio at any time, even when classes aren’t in session. A recovery zone boasts an infrared Cocoon Pod, HydroMassage lounge, zero-gravity massage, and Hyperice Normatec compression therapy and other Hyperice recovery products. 

Four membership levels are available: $199/month for “Wellness Unlimited,” $179/month for “Training Unlimited,” and wellness and training levels for $139 and $119 a month, respectively.

The post Infinity, Beyond Fitness, Adds Ex-Technogym Exec, Plans To Franchise appeared first on Athletech News.

Rolla, a gamified fitness startup based in Bosnia and Herzegovina, has closed a €6.3 million ($6.9 million) seed funding round, the company announced.

The round, led by Mate Rimac, CEO of Rimac Group, and Hellen’s Rock Capital, set a new record for a health and fitness startup in Central and Eastern Europe.

Rolla says the funding will be used to expand, grow its customer base and establish key development and commercial hubs while continuing its mission to help consumers “level up” their health and fitness.

The startup currently covers health and activities with two products: Rolla One, an app that allows fitness enthusiasts to track walking, running or cycling activities as it calculates metrics, and Rolla World, which allows for an immersive, virtual fitness experience for cyclists and runners. Players can compete in a multi-player setting and create their own avatars. 

Health monitoring and diet and weight management are listed as “coming soon” on Rolla’s website. While Rolla is currently in beta, its fitness platform is expected to launch in Q1 of 2024, according to Tech.EU. 

The startup confirms that in the coming weeks, Rolla will reveal its hiring plans. 

In June, the startup featured Rolla One and Rolla World at Eurobike with the goal of attracting beta testers and finding potential partners. Before the Eurobike event, Rolla teamed with Technogym, who provided positive feedback. 

Rolla’s founder, Igor Krezic, said the plan was to meet with leaders such as Garmin, Wahoo and Elite, but Rolla didn’t expect the impact of content creators covering the startup during the exhibition, which catapulted the startup. 

“With our mission defined and support from partners and investors, the real challenge lies ahead,” Krezic wrote in a company blog post. “We now have to live up to the expectations.”

Gamified fitness proponents cheer its ability to engage even the most reluctant while providing motivation and engagement. It can also lead consumers to stick to a routine fitness plan, especially if games include “rewards.”

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Technogym has reported double-digit growth in the first half of 2023, with €370 million ($405 million) in consolidated revenue, a 13.8% increase compared to the first half of 2022.

The smart fitness equipment and digital tech provider noted that it achieved growth in profitability while investing in innovation to enrich its wellness solutions.

Technogym introduced Technogym Run in the first half of the year, boosted the user experience of its app, and incorporated AI models that can adapt to the needs of over 50 million users, an enhancement that resulted in a 30% increase in performance for equivalent training time, the company noted.

Nerio Alessandri, Technogym’s founder and CEO, stated that the company’s strategy of investing in long-term profitable and sustainable growth has resulted in excellent short-term results.

“In the first six months of the year, we recorded a double-digit increase in all key financial indicators, in line with the plans communicated during the recent Investor Wellness Day,” Alessandri said. “Technogym, together with the creation of economic value for customers and shareholders, contributes to social value for individuals, via improved health and quality of life.”

Technogym points to one of the main goals of the United Nations, the “Good Health and Wellbeing Goal,” which aims to reduce the mortality rate from non-communicable diseases by one-third by 2030 via prevention and promoting healthy lifestyles. It’s a goal that Technogym shares, employing its wellness ecosystem of personalized training programs and exercise plans. 

“‘Technogym is Medicine’ is our challenge for the future, aiming to become the new ‘sustainable and aspirational medicine’ through prevention and care protocols, promoting healthy longevity with our world-class solutions,” Alessandri added.

In particular, in the first half of 2023, Technogym experienced significant growth in its B2B segment, with a double-digit increase across all its sub-segments, while its B2C segment demonstrated signs of normalization, with the second quarter recording growth compared to the same period in 2022.

In addition to Technogym’s health market concentration, the company has identified sport as a crucial component of its business strategy and brand development. Alessandri referenced the upcoming Paris 2024 Olympics, where Technogym is the exclusive and official supplier, providing smart equipment and services for over 15,000 athletes.

As a passionate advocate for wellness, Technogym’s CEO integrated a new vision of health that blends Italian culture and the Roman philosophy of “a healthy mind is a healthy body.” This balanced approach is one that Alessandri says can have a profound impact on people around the globe.

Alessandri recently released “Be Wellness: Choose to Live Well,” published by Mondadori Electa, where he reveals his wellness secrets and how a healthy society is beneficial to all while offering a step-by-step guide that promotes a holistic approach.

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While the fitness industry pushes into tourism and travel wellness experiences, Roam Fitness is taking off in an adjacent category: serving travelers in airports.

Instead of hitting the airport bar, wellness and fitness enthusiasts can now burn off energy, de-stress or simply stick to their fitness routines at Roam Fitness facilities, which offer a gym and showers post-security. The first-of-its-kind fitness and wellness concept is now open 7 a.m. to 7 p.m. daily in Terminal F at the Philadelphia International Airport.

Roam Fitness points out that traveling puts a considerable amount of stress on the body, and maintaining a fitness routine is an important part of well-being. It’s the second location for Roam Fitness, which opened a facility at Washington D.C.’s BWI Thurgood Marshall Airport in 2017.

A recent global travel trends report by American Express revealed that 70% of those surveyed prefer to arrive at the airport early to settle in and kick back before departing on a flight, giving Roam Fitness a clear runway to take off with its unique concept.

The airport gym and wellness center features Technogym cardio equipment, free weights and benches, a stretching space with a TRX system, and yoga and plyo props. The latest PHL location boasts a cable system, Mirror, Hydow and infrared sauna.

​The all-inclusive approach includes complimentary clothing and shoe rentals for each visit, and travelers can book a 15-minute shower complete with towel service and Malin+Goetz products. For those who prefer to wear their own workout gear, Roam Fitness will vacuum seal the items in a bag. 

Travelers can opt for a day pass and more frequent flyers can select a $35/month membership with a full-year commitment. Activewear is also available for purchase from Lululemon, Girlfriend Collective, Rhone and Beyond Yoga, along with healthy snacks and beverages.

Roam Fitness plans to expand to other major airports and encourages fitness enthusiasts to drop a line to airport decision-makers of their interest. The fitness company has set up a page where people can directly contact airport representatives. 

The post Fitness & Fly: Roam Opens Gym in Philadelphia International Airport appeared first on Athletech News.

Sweat and Tonic, a boutique fitness and wellness club offering a variety of group classes, is opening a second location this fall at The Well, located in the west end of downtown Toronto. 

The boutique fitness and wellness hub’s upcoming location follows its first international sister location, Silver Springs, a heated HIIT, yoga and Pilates studio in Los Angeles’ West Hollywood neighborhood that opened this year.

Sweat and Tonic, launched in 2019 in Toronto, offers weekly group fitness classes such as HIIT, ride, yoga and pilates. The upcoming 25,000-square-foot location promises even more space and offerings, such as a boutique recovery hub for a unique fitness and wellness experience.

“Sweat and Tonic was created with the vision to bridge the gap between home and office for those who prioritize health, fitness, and community,” said David Ingram, founder of Sweat and Tonic. “The unparalleled range of classes and carefully curated group fitness programming led by exceptional instructors, to the restorative services and high-tech biohacking amenities, every aspect of our operation has been designed to deliver a best-in-class experience while meeting our guests wherever they are in their wellness journey.”

Ingram added that over the last three years, Sweat and Tonic has learned what’s important to guests of its club and what health and wellness truly means. He reports demand at Sweat and Tonic’s first location has surpassed expectations. 

Sweat and Tonic’s fitness and health center concept comes as boutique experiences are in high demand, offering a one-stop shop for wellness seekers. Now, the upcoming location will be even bigger than the first.

“We’re so excited to expand to a larger space that will offer not only greater class studio capacity, but also deliver the recovery services and high-tech wellness amenities that our guests are seeking,” Ingram said.

Fitness & More Powered by Technogym

The new Sweat and Tonic location will be at Front St. and Spadina Ave., offering a HIIT studio powered by Technogym. The ride studio will blend music festivals with indoor cycling, again featuring Technogym’s group cycle ride bikes, light shows synced with a sound system and live DJ podiums.

The yoga studio, infrared-heated, will offer an immersive yoga experience with a 445-inch projection screen and light and sound systems. The space will hold Vinyasa yoga, Pilates, hot HIIT, candlelit meditation, sound bowl, reiki and restorative classes. For an extra special treat, the yoga studio provides a fantastic view of the CN Tower and the waterfront with floor-to-ceiling windows.

In addition to a diverse range of over 205 weekly classes, personal training programs will also be available in a dedicated space and lap pool.

For those ready to take a break, Sweat and Tonic’s spa and recovery hub will offer traditional recovery services as well as bio-hacking technology, a patio, a pool deck with a saltwater lap pool, cold shower plunges, hydrotherapy and traditional and infrared heat saunas.

As a nod to many fitness enthusiasts looking to socialize, Sweat and Tonic offers an exclusive member lounge, Tonic House, a co-working space and multi-functional event venue. The space is meant to inspire wellness enthusiasts to gather, innovate and unwind with its bookable private meeting rooms, all-season patio and even a cocktail bar offering healthy snacks. Tonic House also offers catering options for private events.

Sweat and Tonic’s exclusive Phase 1 pre-opening sale for memberships and credits at The Well starts Friday, July 28, at 9 a.m. EST.

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4Global, a UK-based sport and health tech data company, has teamed with Technogym to improve data insight solutions for the fitness equipment and health provider and its customers.

The news comes on the heels of Technogym reporting double-digit revenue growth in the first quarter of 2023, with its B2B commercial segment increasing 26%.

The strategic partnership will bring about a Fitness Dashboard, which has been created for Technogym. The dashboard will provide operators the ability to access the needs and interests of members who use the Mywellness ecosystem, a Technogym platform that allows club operators to manage programs and workout data.

The rollout will first begin in the U.K.

The dashboard will also incorporate 4Global’s Social Value Calculator, which was created in collaboration with Sheffield Hallam University to assess the effect of physical exercise on health, well-being and social outcomes.

The partnership with 4Global will allow Technogym customers to benefit from actionable business analytics to improve operational efficiency, maximize ROI and identify new revenue possibilities. 

“We are delighted to have partnered up with a world leading organization to strengthen our market expansion plans,” said Eloy Mazon, CEO of 4Global.

Mazon added that the two companies are a natural fit to further the understanding of how to encourage more people to become more physically active. 

“The insights we will generate together promise to be a game-changer for the sector,” he said.

4Global also just announced a partnership with Jonas Fitness, a fitness software and billing services platform based in the U.S., signaling its expansion plans in America. 4Global will provide U.S.-based health club operators with business intelligence capabilities, such as tracking members and personalizing services and products.

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Technogym has reported revenue of €174.6 million ($190.7 million) in the first quarter of 2023, up 15% from €151.6 million in the same period last year.

The fitness operator’s B2B commercial segment also increased 26%, the result of Technogym’s continued expansion, especially in the hospitality, residential and corporate health arenas.

“Investments in innovation and branding, coupled with a unique market strategy, have continued to yield significant results for the company, even in the first quarter of this year, following a record revenue year in 2022,” Nerio Alessandri, founder and CEO of Technogym, said in a statement.

Alessandri, a wellness visionary who founded the company in 1983, designed the first piece of Technogym equipment in his garage in Italy. The fitness company has since met numerous customers worldwide, building a growing interest in the Technogym ecosystem.

“In the most innovative countries, where physical exercise is already prescribed by medical doctors and it’s a parameter to lower insurance premiums, we are recognized as an integral part of life science, as enablers of the wellness lifestyle,” Alessandri said.

Technogym has been on a roll as of late. In 2022, the company reported record consolidated revenue of €721.5 million, which was up 18% compared to 2021. The wellness company pointed to double-digit growth on all continents, particularly in North America.

Technogym was recently announced the official supplier of the 2024 Olympics in Paris. Technogym Village, the company’s fitness and sports campus, has also been chosen as the 9th stage of the Giro d’Italia on May 14.

“While remaining careful to constantly evolving economic scenarios, we look to the future with renewed confidence, aiming to seize all profitable and long-term growth opportunities through our exclusive business model,” Alessandri added.

Technogym is scheduled to share its strategy and growth opportunities with the financial community during its Investor Wellness Day, scheduled for June 19 at the Technogym Village in Cesena, Italy.

In March, Technogym introduced its smart bike to the U.S. market, finding a fan in Marvel star Jeremy Renner and positioning itself to compete against Peloton.

Technogym presented at IHRSA 2023 Convention in San Diego, showcasing equipment to meet the growing demand for strength training equipment, such as Universe, a modular functional strength platform that offers resistance and digital training content with a customizable approach.

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According to Fabrizio Cecchinelli, Format Manager at Technogym, there’s no doubt strength training is one of the hottest trends in fitness. In a presentation at last month’s IHRSA 2023 Convention in San Diego, he observed: “No matter what report or source you look at, whether MyFitnessPal, Class Pass or ACSM, from 2020 until 2023, strength training is listed as one of the first three or four big trends, and seems to keep increasing. Since the pandemic, everybody has discovered strength training, even though it never really went away. And we see this in our daily life. In the big box, in performance, in at-home, everywhere, consumers are now much more knowledgeable, much more aware, and much more interested in trying out this type of training.” 

What’s behind this surge in interest and participation? Cecchinelli sees two root causes: social media and science. 

Strength training is supremely Instagrammable

Beginning in 2010, when Pinterest and Instagram arrived on the scene, many fitness influencers and trainers starting posting, and everyone starting looking at the social media platforms to get workout inspiration. Strength training become an aspirational type of training because people were following their favorite athletes and their favorite influencers doing extremely photogenic strength training workouts. 

Cecchinelli pointed out, “I rarely find Instagram posts that say ‘Oh, I did an amazing elliptical training today.’ If you scroll down your feed, every day there is someone lifting weights, thrusting and squatting, because it’s related to physique, to appearance, and this is the era that we are living in today. So we need to face the fact that social media impacted significantly the way people perceive fitness, their goals, and what they want to achieve.” 

He sees three main communities of consumers driving the strength training trend: weightlifters, bodybuilders and those regular folks seeking functional strength training. A quick search of strength training keywords reveals that #strengthtraining has 12 million posts, #weightlifting has 22 million posts and #ellipticalworkout has only 50k.

“Weightlifting became incredibly popular in the last 10 years due mainly to these social media phenomena, and due to CrossFit. What CrossFit did to our industry was huge, it changed completely the way people train. High intensity became very popular, weights became very popular, and it raised everyone’s awareness and interest in strength training. It impacted positively and significantly the way people train.”

To put it in perspective, #CrossFit has 68 million posts.

Bodybuilding, whose #bodybuilding has 131 million posts as of this writing, is enjoying a second wave of popularity, completely different from the ones it enjoyed in the 1970s and then in the 1990s.

“If you look at social media, it’s clear that this new type of bodybuilding physique content is targeted specifically toward the youngest population, and that Gen Z is more and more looking into this type of workout,” Cecchinelli said. “As coaches and operators, we need to know and understand how to address this new population and what they are looking for. 

The science behind strength training

The second factor driving the popularity of strength training is the scientific community. 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 evidence related to the benefit of strength training has increased almost fourfold. 

Cecchinelli observed: “The scientific and medical communities are now much more knowledgeable, which has improved the reputation of strength training. In the past, when someone had a chronic health condition, strength training was never, never prescribed. It was actually considered dangerous. Today, however, we have tons of evidence showing the benefit of this training methodology for different pathologies and for increasing health and performance benefits.”

It’s generally acknowledged that it’s not only the increase in scientific knowledge that’s driving an interest in strength training, but also its accessibility. Stanford neuroscientist and professor Dr. Andrew Huberman has produced a popular podcast series with millions of listeners in which he talks about health-related topics, one of which delves into the benefits of strength training. Joe Rogan talked on his show with Dr. Peter Attia, a well-known doctor whose specialty is longevity, about the importance of strength training. In addition, there have been numerous blogs and other content from some more practical experts such as influencers and trainers Jeff Cavaliere (former Head Physical Therapist for the New York Mets), and bodybuilder and CrossFit trainer Marcus Filly, both of whom use a scientific approach to create content and programming for strength training. 

The rise of female participation

Out of this focus on strength training has also emerged the attitude that “strong is the new beautiful,” attracting many more females to participate in strength training.

“Today we see many more girls and women approaching a barbell than ever before, seeking not only the physical and health benefits, but also the change in physique,” Cecchinelli noted. “No longer are they saying ‘Oh, no, I’m not going to do the squat because I don’t want my legs to get too big.’ That was a stereotype of the past.”

How gyms are responding to the trend

Trainer and consultant Vernon Griffith, who in addition to being a strength training specialist is also a former gym owner, has noticed that in response to this spike in demand for strength training, a huge number of big box gyms and general fitness centers all over the world have been adding racks, platforms, free weights and other equipment to their strength training areas as people have returned post pandemic.

“This increase in awareness and access has had a dramatic impact. People know the benefits, and they want more options for strength training.” 

Many new offerings from Technogym meet this growing need. Universe, a modular functional strength platform showcased at IHRSA 2023, was developed to the direct specifications of top strength and conditioning coaches including Griffith. It offers users an unprecedented variety of exercise possibilities, resistance and digital training content, allowing them to train their bodies in the most complete and integrated way.

Griffith feels that Universe, made up of many different “stations” that can be configured and customized depending on the space available, type of training, member demographics and other factors, is “going to change the way people strength train, and make it more accessible to everyone.” 

Another exciting offering from Technogym is its Biostrength line that adapts to the user, thanks to a patented technology that relies on artificial intelligence and scientific research to ensure a result that is about 30 percent better than classic training with tools or free weights. Underlying Biostrength is the patented Biodrive system, an electric motor developed with two NASA engineers using aerospace technology that offers six types of resistance. Biostrength enhances neuromuscular activation and provides biofeedback, guiding the user through every aspect of the workout to achieve maximum results in a safe and fun way.  

Technogym’s popular Pure line of innovative plate-loaded equipment has been expanded with the addition of belt Squat and deadlift machines, addressing two very popular exercise needs within the strength training methodology in a new, safer, more accessible way. 

Enhanced training capabilities

Many people believe they know how to train properly based on content they follow on social media, but according to Cecchinelli and Griffith, many of them need guidance. Technogym’s new strength training content portfolio uses AI to create a proper workout program. The digital component is particularly valuable for gyms that don’t always have coaches available for functional training. It can guide the user through the workout using an embedded platform with trainer-led content. 

“So if you want to you get bigger arms or bigger legs, or if you just need a timer on a big screen to run your workout, you can do it,” Cecchinelli said. “The digital component is relevant for every type of product we do.”

Technogym R&D has social media roots

Technogym is so convinced of the importance of social media in strength training that it actually uses the platforms to inform its research and development efforts. An example of this, according to Cecchinelli, is the Pure Hip Thrust machine introduced a couple of years ago that delivers a laser-focused glute workout.

“It became Technogym’s best-selling new piece ever. Why? Because it’s On Trend. Another is the Pure Standing Abductor, which is a plate-loaded machine targeting the outside hip muscle. The company’s R&D team noticed that a lot of people on Instagram were working out their abductors with weights while standing up. And this machine became a huge success as well.” 

Will cardio become less important? 

The overall feeling of attendees at Cecchinelli’s presentation was that cardio is indeed losing ground to strength training. They admitted seeing their gym members returning to cardio more slowly than to other modalities like weight training and conditioning. One gym owner commented that the 100 pieces of cardio equipment in his club, which as recently as a year ago were at 90% utilization on a prime weekday evening, are now only at about 30%, leaving him little choice but to move some out to make room for strength training. 

One explanation for the decline in in-club cardio may be that many people are continuing their COVID habit of doing their cardio workout outdoors on the running trails or at home on a treadmill, reserving their time in the gym for the modalities that need more specialized and specific equipment. 

Cecchinelli stressed that cardio will always be important, especially given the fact that heart disease is such a major problem, and that there are many decades of science supporting the importance of getting heart rates up that predates the research on strength training’s benefits. 

Another trainer who attended the session commented: “Social media is helping people spread the word about their doctor’s results, sharing what strength training is doing for them. But forgoing cardio in favor of strength training is not advisable. Cardio and strength training complement each other. You don’t fight against heart disease by just walking. You have to elevate your heart rate. You need to do both.”

Cecchinelli agreed, adding that Technogym is encouraging gyms to make sure they have up-to-date treadmills and ellipticals on the floor. 

It’s pretty clear not only that strength training is indeed here to stay, but that it’s evolving to expand the number of people who have access to it.

“There are no longer barriers around strength training. We have tons of scientific evidence,” Cecchinelli said. “And it’s no longer just for the performance athlete. It’s for everyone. It’s for my grandmother, for my dad who wants to live longer.  But we as an industry need to be ready.” 

Griffith added the perspective of one who has spent his career helping people strength train.

“For many years my focus was always on mobility, on improving range of motion,” he said. “But I’ve realized that strength training builds more than just muscles. It builds confidence and competence, and it makes people feel better. People never forget how they feel. A stretched mind can never go back to its original size. And that’s how you keep them coming back.” 

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Technogym has been named the official and exclusive supporter of cardio, strength and functional training equipment for athletes competing in the Paris 2024 Olympic and Paralympic Games, marking the ninth time the company has been chosen to supply equipment for the world’s biggest sporting event.

As an official supporter, Technogym will outfit 29 athletic training centers in Paris for competitors to train before and during the 2024 Olympic Games, with nearly 15,000 Olympic and Paralympic athletes having access to 1,200 pieces of fitness equipment. 

It’s the ninth time Technogym has supplied equipment for the Olympics. Most recently, the company served as an official supplier for the Tokyo 2020 Olympic and Paralympic Games.

In Paris, all of Technogym’s smart equipment will be linked within its ecosystem, and the company will provide a professional athletic training team to assist competitors, as well as related services such as gym layout, installation and technical support.

The main training facility has been designated as the Olympic and Paralympic Village in Paris Saint-Denis, with other facilities designed for specific sports disciplines located at competition venues and off-Paris Olympic Villages in Lille, Marseille and Tahiti.

“We are very proud to be Official and Exclusive Supporter of the Paris 2024 Olympic and Paralympic Games,” said Nerio Alessandri, President and Founder of Technogym. 

“At Technogym, we work every day to create the most innovative products and digital technologies to support athletes all over the world, improving their performance and reaching their goals,” Alessandri continued. “The partnership with the Olympic Games means a lot to us, not only because of the invaluable feedback we get from the athletes, but above all because the games represent a unique platform for sharing our commitment to spreading the culture of wellness, sport and health with the whole world.”

Tony Estanguet, President of Paris 2024, added that he’s delighted Technogym will support the Paris 2024 Games as an official and exclusive supplier.

“Technogym’s experience and knowledge of the sports ecosystem will be essential to enable athletes around the world to train in the best conditions. This partnership also illustrates our common desire to place the athletes at the heart of the project, relying in particular on the advice of the Athletes’ Commission. Thanks to Technogym for its commitment, and welcome to the adventure!” Estanguet said.

The announcement that Technogym has been named the official and exclusive partner of the 2024 Olympic and Paralympic Games in Paris comes on the heels of the wellness company reporting record revenue in 2022. The company attributed its success to its record investments in digital innovation and AI.

Ride, the wellness brand’s smart exercise bike, recently launched in the U.S., competing with Peloton. In an appreciation post on social media, Jeremy Renner, celebrity and Marvel star, expressed gratitude for the Technogym bike. He shared that he’s been using the smart bike to rehab injuries from his snow plow accident earlier this year.

Technogym will share its strategies and growth opportunities during its upcoming Investor Wellness Day, scheduled for June 19.

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The high-energy convention that the International Health, Racquet & Sports Club Association (IHRSA) hosted from March 20 through March 22 in San Diego, California, was proof not only that in-person conferences have returned in full force, but also that the fitness industry is back in shape.

The unseasonable rain couldn’t dampen the enthusiasm of the 8,000 industry professionals from 80 countries who attended the convention (one-third more than attended the 2022 Miami show). From early morning until late at night, fitness professionals worked out, attended over 100 education sessions, explored the mammoth exhibition hall at the San Diego Convention Center and then socialized the night away at of a number of invitation-only parties at local hot spots. 

IHRSA President Liz Clark, in her welcome remarks to kick off the 2023 convention, pointed out that “gymnasium” comes from a Latin word meaning a place where people come together for supervised education and training in fitness. She called 2023 a “year of redemption,” after the pandemic proved to the world how essential exercise and wellness are to people and communities. “Being back together,” she said, “proves our resilience and fortifies what we all know: That we are essential.” 

Clark went on to say that IHRSA’s work of advocating on behalf of the industry has never been more important. As one gym CEO said during a fireside chat later in the week, “Government advocacy is critical. If you don’t have a seat at the table, then you’re on the menu.”

Athletech News spent an exhilarating three days at the IHRSA 2023 in San Diego speaking with fitness brands and their suppliers about industry trends and the newest tech solutions and equipment innovations. Armed with cans of Celsius Fitness Drink, we logged tens of thousands of steps and learned what’s happening, what’s not and what’s top of mind in the fitness and wellness industry today. 

Here are some of the themes that came up again and again during the show: 

Connected Fitness 

“Connected” was one of the most-uttered words during the three days at IHRSA 2023. It not only referred to wearables, biometric tracking, streaming content, gym management software, and hybrid workout tech enablers, but also to the way brands and companies in fitness and wellness are working together to integrate their products and services. More collaboration is underway to reduce friction, time and the expense required to develop new products and services. Brands like Fitness on Demand, Swerve, Myzone, POWR and others are helping customers be more efficient, work smarter and work out more effectively. 

Strength Training

Strength training with weights or other resistance equipment has become the hottest workout trend in fitness, and it dominated the conversation at IHRSA. According to Technogym’s Fabrizio Cecchinelli, who led an education session on the topic, a key reason is that it’s social media-friendly.  Strength training is an extremely photogenic type of exercise, which helps explain why the female GenZ cohort is its fastest growing segment. Another reason for its popularity is science. Studies like those of Stanford neuroscientist Dr. Andrew Huberman have shown that weight training has many health and longevity benefits. 

Technogym was one of many companies showing sophisticated new strength training products at the show. Life Fitness’s Hammer Strength training equipment is a customizable system suitable for a wide range of training requirements and space options. Total Gym showed how its ELEVATE platforms can bring strength training using body weight to a new level. 

In keeping with the trend toward hybrid workouts and meeting consumers wherever they are, there were also a few notable innovations in portable and mobile strength training options, including Zerowheel, Max Pro Fitness, Arena, BeaverFit, and FitBench.  

Many gym executives were talking about reducing the space dedicated to cardio workouts in order to meet growing consumer demand for strength training. The treadmills, stationary bikes, boxing and other heart-healthy workout tools that proliferated the show featured more versatility, smaller footprints, better connectivity capabilities and more engaging apps.

Wellness, Recovery and Nutrition

Cryotherapy, massage, relaxation and other wellness and recovery solutions had a big presence at the show. Brands like Theragun, Hyperice and Everest Alpine cryochambers were popular booths. There was a line of folks wanting to recharge in the massage chairs at Human Touch and the hydromassage beds at Wellness Space were full every time we walked by. 

Several supplement brands focused on clean formulas, protein boosts and plant-based nutrition. Bulletproof had a dizzying array of powders and superfoods. 1st Phorm’s Level-1 protein meal replacement bar was one of the most delicious we’d ever tasted. The Smoothie Company’s blenders were going strong for three days, with interesting new flavors bound to convince gyms to open smoothie bars. Stronger U, now a division of Self Esteem brands, shared its nutrition counseling app’s latest features. 

Attracting the 80%

Ever since Planet Fitness proved it’s possible to get people off the couch, motivating the 80% of the population that doesn’t exercise regularly to join a gym or studio has become the holy grail of gym and studio executives. At IHRSA, we heard an oft-cited goal of “converting 30% of the 80%,” which would more than double the size of the U.S. fitness market, a noble goal that would certainly be profitable, but no easy feat. BODi, formerly Beachbody, has rebranded itself to attract this market with its new Health Esteem program that helps people feel good about themselves. Canadian startup Safe Sweat has developed a private pod workout space concept to help people get over the self-consciousness of working out in front of others. 

The Big (Re)branding

ABC Fitness, Xplor, and New York Sports Club are just a few of the companies who have decided in recent months that the whole is bigger than the sum of its parts and that leading with your strongest asset beats trying to create differentiated messaging across multiple sub-brands.  

Prior to the show, New York Sports Club CEO Bill McMenamy told Athletech News that the brand’s origin story is so strong that it no longer made sense to operate Philadelphia Sports Clubs, Boston Sports Clubs and others, so all clubs will rebrand under the original name. “When you think about other brands like LA Fitness, they’re from LA but they have gyms in Ohio and the Midwest, but the naming convention doesn’t stop them from continuing to grow. We have such an iconic and powerful word mark, why not rebrand and utilize it? The consumer understands and knows what it is. And then our messaging is much clearer.” 

Many of the tech solutions providers, driven by the increased hybridization of fitness, are reorganizing their many divisions into sub brands under the parent, offering a suite of solutions that capitalize on economies of scale and remove decision fatigue for clients. 

ABC Fitness Solutions launched its new branding at the show that includes its Ignite, Glofox, Trainerize and Evo platforms under the ABC umbrella. ABC Fitness CEO Bill Davis said, “We can solve common industry problems in a myriad of ways, ensuring the best fit for each specific customer.” 

What We Didn’t Hear Enough About

Despite growing in popularity, yoga was virtually absent from IHRSA 2023, probably due to the fact that it doesn’t require much equipment. 

Sustainability, a topic that is dominating most consumer product markets, was also a virtual no-show, with the exception of a few exhibitors that embraced going green. SportsArt’s Eco-Powr equipment line, which converts the human energy exerted during a workout into usable electricity. Germany-based NNOHrD, owner of the WaterRower, makes equipment and accessories that are beautifully crafted of renewable wood and leather. 

We’re already looking forward to next year’s IHRSA convention, which will take place at the Los Angeles Convention Center from March 3-5, 2024. See you there!

The post IHRSA 2023: Bringing the Industry Together in San Diego appeared first on Athletech News.

Technogym has reported record revenues for 2022, with consolidated revenue of € 721.5 million (+18% compared to 2021) that the wellness company says is a result of double-digit growth on all continents, particularly in North America. Despite a challenging market, the United States (+46%) and Europe (+14%) drove the positive performance, says Technogym.

The wellness company says the new data reflects its speed and flexibility in adapting to the challenges of the pandemic, showing significant growth in the consumer segment and demonstrating +29% growth in the commercial segment. According to Technogym, the hospitality and residential sectors, as well as health corporate and performance, achieved the highest results in history.

“Technogym is recognized as the iconic wellness brand, built over forty years of research and innovation. The record revenues achieved in 2022 are an important result for which we thank our employees and stakeholders,” said Nerio Alessandri, President and CEO. “Our uniqueness has been even more evident as customers continued to show their support thanks to our record investments in digital innovation and AI.”

Alessandri added that the results allow Technogym to strengthen its value proposition and brand equity, offering an “unparalleled training experience” and supporting industry operators in the market recovery phase.

“We will continue to grow and create value to be more and more relevant within the education towards wellness and health lifestyle, in coherence with our “Let’s Move for a Better World” mission,” Alessandri added.

The Technogym CEO publicly committed to the wellness company this year, telling Bloomberg that his passion, time, and commitment is “100%” Technogym,” despite selling roughly 52 million shares.

Technogym says the 2022 results are even more impactful when considering the need to adjust prices due to increased raw material and transportation costs while maintaining stability. 

However, the fitness and wellness brand did mention that the uncertainty of international politics and inflationary pressures have impacted the consumer segment, which saw turnover decrease by -9%.

Looking ahead, Technogym notes the resiliency of the wellness industry, bolstered by the expected growth rate to reach 9.7% over the next three years and the increasing number of visits to fitness centers. 

Technogym also points to the increasing creation of workout content on social media platforms to promote a healthier lifestyle. 

The brand recently launched its smart exercise bike, Ride, in the U.S., making it a formidable competitor to Peloton. In addition, Technogym enjoyed a social media shout-out from celebrity and Marvel star Jeremy Renner, who shared that he uses a Technogym bike in rehabbing his injuries from a serious snow plow accident earlier this year.

The company says it will share its strategies and growth opportunities with the financial community during its Investor Wellness Day, scheduled for June 19.

The post Technogym Reports Record Revenues in 2022 appeared first on Athletech News.

Nerio Alessandri, owner and CEO of Technogym, isn’t planning on selling any more shares in the future.

“We have said, ‘No more,’” Alessandri said in a recent interview, according to Bloomberg. “We have the control of Technogym, and we have diversification at the same time.”

The Technogym owner has sold roughly 52 millions shares of the fitness equipment and digital tech company since 2017, with about a third of his $1.3 billion wealth in the company’s stock as of January 13.

Nerio Alessandri is an outspoken advocate for health and wellness, sharing a clip of the team at their 2023 Kick Off Meeting, where the group worked out together one morning at the Technogym Center. 

While Alessandri’s focus is centered on using technology to advance health and wellness, he has also made moves to invest in finance, food, technology, and real estate through Wellness Holding.

Alessandri described the move as “the legacy in terms of wealth for my family,” adding, “We now have more or less 80 investments across different kinds of asset classes.”

Technogym has always been a family affair, with Alessandri co-founding the fitness company with his brother in Cesena, Italy, in the 1980s. When Alessandri was 22, he designed the first fitness machine in his garage. By 1985, the brand launched its first strength training line and added a cardiovascular training system. The company quickly grew and became an official supplier to eight Olympic Games, including Tokyo 2020.

In 2012, Technogym added MyWellness Cloud, which allowed users to access personalized workout programs wherever they were via an app. By 2019, the brand introduced a digital Technogym Bike, its first indoor bike with live and on-demand indoor-cycling classes.

Alessandri’s daughter, Erica, participated in the World Economic Forum in Davos, representing Technogym to promote sustainable development through wellness.

Despite the diversification, Technogym’s owner assured that his devotion is to the fitness company, telling Bloomberg, “My passion, my time, and my commitment is 100% Technogym.”

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Technogym, a brand known for its fitness equipment and digital fitness technology, has introduced Biocircuit, a new circuit training system that allows fitness enthusiasts to personalize workouts and achieve goals quickly. Biocircuit has used artificial intelligence to create a system similar to personal training but without the trainer.

The digital fitness wellness brand, based in Italy, has served as the Official Supplier for eight Olympic Games.

Users can log into the new Biocircuit system and follow a circuit training plan that adapts to their individual needs for a completely guided experience. The equipment will remember the user’s training information and will be able to provide automatic progression over time.

According to Technogym, the newest program requires no adjustments or wait time because the work/rest ratio and pace have been integrated into the Biocircuit system.

The system employs BIODRIVE, an exclusive patented technology based on aerospace technology. BIODRIVE is a motor controller that links to a programmable training program, requiring only a single log-in.

Recognizing individual fitness needs, Biocircuit Free strength stations offer three user experiences: Goal Mode, Free Mode, and Subscribe Mode.

Goal Mode is for unsupervised users and beginners who can choose from five fitness programs that use AI to help them meet their goals. Free Mode is designed for expert or supervised users who want a more tailored fitness experience with the ability to choose their resistance and load levels. Prescribe Mode enables physiotherapists and personal trainers to personalize workouts via the Prescribe App. Fitness professionals can also assign specific training or create a new circuit.

Technogym, founded in 1983, closed out the first quarter of this year with revenue growth of approximately 18% compared to last year.

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This soon-to-be-over week was yet another happening one in the worlds of fitness as well as fitness tech and fitness finance. We saw Fitbit Luxe Tracker being announced, virtual fitness instructors being discussed as music’s newest influencers, a former Equinox instructor building her own business and a tour taking place inside Life Time’s latest New York City location.

Without further ado, here are our takes on the week’s happenings.

Fitbit launches new fashion forward Fitbit Luxe tracker, its first under Google
Product | Yahoo Finance | Apr. 19, 2021

Athletech’s Take: 
Fitbit announced its first new product as an official part of Google’s Alphabet (Google acquired the company for $2.1B in January). At $149, the Fitbit Luxe is a tracker with a built-in, color display designed to look like a piece of jewelry rather than a fitness band. Fitbit, like with other wearable tech, is trying to make their products desirable to wear everyday. Available in three colors — gold, platinum, and matte graphite — the tracker is compatible with various accessories including jewelry-like bangles. And beyond the usual heart rate monitor and sleep tracking Fitbit devices are known for, Fitbit is adding a host of mental wellness options including 200 mindfulness sessions from brands like Aaptiv, Aura, and Deepak Chopra’s Mindful Method. In terms of whether we want to wear it, we need to see it in real life to decide!

Are Virtual Fitness Instructors Becoming Music’s Newest Influencers?
Business | Music Business Worldwide | Apr. 20, 2021

Athletech’s Take: 
Without a doubt music is an integral part of any digital fitness programming. Tony Calandra, Peloton’s VP of Global Music Supervision & Programming, highlights the value of music in programming as well as the importance of providing instructors the ability to curate and choose their playlists. He explains it as “almost like 35 radio stations,” where instructors can create their unique brand with their own music genres. For fitness, music isn’t about listening, it’s about experiencing he believes. We agree. For both larger established fitness companies like Peloton as well as smaller players, being able to access content is a critical requirement. Companies like Tuned Global, a B2B music company working closely with the global fitness sector, are working to ensure that instructors are able to access and stream the music they need and want to create the ultimate workout experience for their followers. 

How this fitness instructor set up her own virtual fitness biz after quitting her job at Equinox
Fitness | Insider | Apr. 21, 2021

Athletech’s Take: 
Jenn Blackburn, who was a general manager at an Equinox in the Washington, D.C. area, knew she had to make some major changes when the pandemic hit. Not only did she have to care for her five children now on at-home schooling, she also needed to maintain her income. Blackburn shares with Insider and the fitness community four key takeaways that enabled her to become a successful virtual fitness instructor. They include: transforming your space to create a designated training space, finding the correct streaming partner (she ended up leveraging Moxie, an emerging platform that virtually connects independent trainers with consumers), optimizing your schedule and leaning hard into digital to help you with all aspects of your business.

A Tour Inside the Post-pandemic Gym
Fitness | Fortune | Apr. 21, 2021

Athletech’s Take: 
It is a complex time to open a business right now– no less a fitness establishment. But Life Time, a chain of health clubs in the United States and Canada, recently opened a brand new location in New York’s Flatiron District. Primed to be a cutting edge, ultra-luxe health and fitness destination, the latest location features an expansive fitness floor outfitted with the latest state-of-the-art equipment including more than 110 new cardio and strength machines from Technogym. The center also boasts a cedarwood sauna with Himalayan salt wall lamps, spacious dressing rooms, indoor salt water lap pool, teakwood showers, radiant heat panels in the yoga studio, and more. 

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