Anytime Fitness is headed to Dubai, opening its first club in the Middle East hotspot later this year. It will be the first of many Anytime Fitness clubs opening in the United Arab Emirates (UAE) over the next eight years following a master franchise agreement signed in the region.

It’s more good news for the gym franchise, which earned bragging rights after securing a deal with Apple, making Anytime the tech giant’s first gym partner.

Behind the gym’s upcoming growth in the region is an investment group led by Dr. Mark Mobius, a new master franchisee announced by Self Esteem Brands, Anytime’s parent company, which recently announced plans to merge with Orangetheory Fitness.

“Being a long-time member of Anytime Fitness and having used the clubs around the world makes this investment a natural for me,” Mobius said. 

He will be joined by fellow investor John Ninia to grow Anytime Fitness, along with Ben Matute and Richmond Sy, two Anytime Fitness Philippines franchise operators. Matute and Sy will relocate to Dubai to launch Anytime Fitness UAE and open clubs across the country over the next eight years.

Anytime’s Global Push

Sander van den Born, Self Esteem Brands’ executive vice president of international, remarked that the UAE is at the “top of the list” when the health and wellness-focused company looks at regions that can capture strong growth.

The Self Esteem Brands executive also noted the “wider recognition of health and wellness initiatives” across the Middle East region, making the fitness operator’s entry into the market ideal.

With the addition of the UAE, Anytime Fitness will operate in more than 40 countries and territories. The gym franchise recently announced plans to enter France, among other international moves.

In the U.S., Anytime Fitness will scale its footprint with the help of Omega Fitness, which was acquired by Seattle-based private equity firm Rainier Partners last year.

Dubai Emerges as ‘Fitness Capital‘

If it seems there’s been an advanced push for fitness and wellness in the UAE recently, there has. Dubai, in particular, has been called the “fitness capital” of the region by fitness industry veteran Jack Thomas, co-founder of The Fit Guide, an international rating system that anonymously evaluates fitness and health clubs.

Dubai’s cosmopolitan vibe has anchored the UAE city’s fitness services market with a $700 million value, and it is on track to cross the billion-dollar mark, according to Ken Research’s findings last month.

Ahead of the curve, Barry’s opened a studio in the business district of Dubai in 2017, while F45 Training and Mayweather Boxing, among other fitness concepts, have also settled into the city. 

For its part, the UAE issued a ‘National Strategy for Well-Being 2031’ as it plans to make the region a “world leader in quality of life” by promoting healthy and active lifestyles and positive mental health. 

Dubai’s wellness retreats are second to none; the city is gearing up for a tourism boom this year, with rejuvenation seekers flocking to the lavish region and its high-end “healing hotels” offering an abundance of therapies and services, such as IV drips, salt caves, saunas and more.

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The $1.8 trillion global wellness market, coupled with advancements in biometric tracking and health technology, has investors banking on the future of wellness.

Renowned cyclist and endurance athlete Lance Armstrong’s Next Ventures is the latest VC fund to get in on the wellness craze, targeting $100 million — its first fund in almost five years — to invest in whole-person health, preventive care and diagnostics.

Next Ventures managing partner Julian Eison, was forthright:

“We said, hey, this whole consumerization of health is omnipresent,” Eison told PitchBook, which reported on Next Ventures’ plans to write pre-seed, seed and Series A checks with an average check size of $2 million. 

It’s a viewpoint shared by other leading investors and experts.

As Jon Canarick of North Castle Partners, Mark Grabowski of Snapdragon Capital Partners and Lance Dietz of KB Partners shared during Athletech News’ DISRUPT 2023 video series, there is an overall sense of optimism surrounding the health, fitness and wellness markets. 

“I think almost universally there’s growth in consumer expenditure in health and wellness across multiple categories,” Grabowski said, noting that the industry as a whole is on an “upward trajectory.” 

Wearables Track More Than Just Fitness

He also indicated that health and fitness trackers have even more runway, especially with consumers embracing preventive wellness practices. Advancing technology also means that wearables no longer cater to elite athletes or weekend warriors. Instead, consumers of all ages and in any health condition can track their health metrics, widening the available consumer market.

“When you think of everything from blood testing to stool samples, there you’re actually addressing some different issues,” Grabowski pointed out. “It’s not about, ‘Am I optimizing my workout performance?’ It’s about allergies, chronic issues, immune responses and other things that people are dealing with.” 

Investors are taking note, with Ultrahuman’s multi-device ecosystem the latest funding recipient. The company just secured $35 million in a Series B to advance its health monitoring endeavors, which include a smart ring, a continuous glucose monitor (CGM), a ‘Blood Vision’ system and an upcoming home health device that assesses environmental impacts on well-being. 

Next Ventures’ portfolio touts some notable health and wellness names, including smart ring brand Oura, AI wearable company Humane and Genopets, a move-to-earn game. The VC fund also invested in Utah-based Amp Human in 2019, maker of PR Lotion, which merged with Momentous, a ‘human performance” supplement brand.

As for Oura, the smart ring maker is expected to enter a “health-focused” chapter, having recently welcomed an executive from the Apple Health team and signing a deal to make its wearable device FSA/HSA eligible. 

Wellness CPGs Gain Steam, Too

Tech may always be a hot area for its jaw-dropping capabilities that seem to advance each week, but good old consumer packaged goods have been receiving the attention of investors, too — especially those in the wellness categories. 

Even major retailers like Target are banking on the wellness wave, introducing over 1,000 health-supporting products across all verticals. For good reason, too: consumers have not only become more health-conscious, but GLP-1 users have redirected their spending away from unhealthy items and toward wellness purchases.

Bloom Nutrition, a supplement brand in the greens and superfoods category recently scored a major investment from C4 maker Nutrabolt. 

Health and wellness guru/A-lister Gwyneth Paltrow, no stranger to all things green juice and longevity-supporting, is also eyeing the power of products with wide appeal. The goop founder has turned feeling good into a profitable brand, catering to the masses with a new line of budget-friendly wellness and beauty products, a departure from goop’s higher-priced items. 

Paltrow’s Los Angeles-based VC firm, Kinship Ventures, has reportedly sought to raise $75 million for its debut fund, eyeing early-stage consumer goods and tech companies.

Over on the East Coast, Humble Growth, a N.Y.-based growth equity firm launched by an all-star team that includes RxBar founder Peter Rahal, secured over $312 million for its debut. Earlier this year, Humble Growth acquired a significant minority stake in Momentous in a deal worth $32 million.

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Ultrahuman, a wearable tech company with products such as a habit-tracking ring, a continuous glucose monitor (CGM) and an upcoming home health device, has secured $35 million in a Series B equity and debt funding round to fuel growth and support advanced research in the health monitoring space. 

Emerging technology is making it easier than ever for consumers to take proactive health measures as metabolic health takes center stage, especially with the U.S. Food and Drug Administration clearing the first over-the-counter continuous glucose monitor (CGM) this month.

Ultrahuman, which has expanded into over 150 retail outlets worldwide, says it’s on track to exceed $100 million in annualized revenue run rate by the end of the year — and things are just heating up.

The Bangalore, India-based wearable tech brand plans to expand UltraFactory, its manufacturing facility, to ramp up production of its health-supporting devices.

“Our ability to make long-term manufacturing investments, supported by our profitability, is unique in the smart rings market,” said Mohit Kumar, co-founder of Ultrahuman. He launched the company in 2020 alongside co-founder Vatsal Singhal after being inspired by seeing MMA athletes using data to train and recover.

The Series B round marks a pivotal step forward to dominate the smart rings space, Kumar said, adding that Ultrahuman has the goal of becoming the market leader, with the retail expansion having helped the tech brand reach new audiences.  

“Our vision of being the top player in terms of both active devices and geographic presence is within reach, thanks to our rapid expansion and the love we’ve received from our users,” Kumar continued.

The funding round included participation from VC firms Blume Ventures, Steadview Capital, Nexus Venture Partners, Alpha Wave and Zomato founder Deepinder Goyal.

Multi-Device Health

The wearable tech market may be crowded, but the centerpiece of Ultrahuman (and what sets it apart from competitors) is its multi-device health ecosystem — one in which the company says can create a “grand unified view of the human body” by gathering a large set of biomarkers on its integrated platform. It’s a differentiating factor that expands Ultrahuman past the pure smart ring space.

“The future of health is integrated, and at Ultrahuman, we’re making that future a reality today by seamlessly combining various health data streams to empower preventative health and wellness,” Kumar said.

However, smart rings have proven to still be a hot device. Last month, Samsung entered the wearable ring space with its Galaxy Ring to compete with market leader Oura, which itself is signaling the same move as Ultrahuman and deepening its push into the health-tech space.  

A crowded space, indeed — and that’s before Apple has even taken a shot at the wearable ring space. Industry experts have anticipated the tech giant joining Oura and Samsung, especially when considering Apple’s patent filings. 

Ultrahuman appears to be going beyond wearables, having announced Blood Vision, a blood test that correlates sleep changes, resting heart rate, HRV and movement trends with markers in the blood.

The company provides an example of how it would work, where the system can ascertain how an improvement such as sleep quality may influence an LDL marker — the goal being for users to fully see the connection between their lifestyle habits and their blood markers. Over time, users can track the progression of certain health markers, receiving a true “behind the curtain” look at their health.

Next Up: Healthy Homes

As the at-home environment is predicted to become the epicenter of the wellness real estate market and its projected expansion to $887.5 billion by 2027, Ultrahuman’s upcoming ‘Home’ device perfectly aligns with Global Wellness Summit’s top forecasted trend for 2024.

The silent, low-profile device will soon be available for pre-order and promises to optimize living spaces by monitoring daily markers that impact health — everything from exposure to artificial light, air quality, humidity and noise levels.

Users can also gain insights into snoring and sleep quality and optimize their sleep environment by analyzing external temperature. An airplane mode allows users to shut off wifi and Bluetooth, while a smoke sensor can alert users of a fire.

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One of the top wellness trends of 2024, Pilates is rapidly taking over the nation. JetSet Pilates, a Miami-based boutique fitness franchise, is capitalizing, expanding well beyond its home state with studios planned across the U.S. and internationally.

Known as a “modern Reformer Pilates experience,” JetSet offers 50-minute workouts guided by curated playlists. Eight studios are open, with twelve in development across Tampa, West Palm Beach, Orlando, Doral, Coral Gables, North Miami, Coconut Grove, Pinecrest and Aventura.

Outside of the Sunshine State, JetSet has signed several development deals throughout Texas (McKinney) North Carolina, New York City (SoHo) and Georgia while the brand eyes 600 franchised studios across the U.S. as it expands. JetSet also has an agreement signed in Australia.

“JetSet is dedicated to cultivating a robust franchise community, grounded in trust and enriched by comprehensive support and training, to ensure our partners excel in delivering Pilates experiences,” said Bert Albertse, CEO of JetSet Pilates. “Each and every JetSet instructor is trained to create personal connections with clients so everyone can reach their personal goals.”

Pilates Power

Pilates has come a long way since it was developed in the early 20th century by Joseph Pilates, a German physical trainer who created the movement system while suffering the experience of being a prisoner of war, finding that movement and stretching were key to the human body.

Fast-forward to 2024, and the whole-body exercise modality is renowned for increasing flexibility, building strength and rehabbing injuries. The Pilates boom has also hit TikTok, with #PinkPilatesPrincess and #PilatesPrincess trending, further spreading the practice among young social media users who embrace fitness, wellness and ‘ballet core.’

Tamara Galinsky, JetSet Pilates founder, has long known the benefits of the practice, taking a leap of faith to launch the fitness brand in 2010. She recently spoke with Athletech News in an exclusive interview about JetSet’s remarkable growth, crediting the brand’s immersive class experience and certified instructors.

“Each session at JetSet is not just a pilates class; it’s a meticulously curated journey,” Galinsky told ATN in February. “What began as a single studio has burgeoned into five corporate locations, with 29 franchised locations in development and poised to expand to over 600 franchised studios domestically. This journey has been nothing short of extraordinary.”

Although she had desired to move to a franchise model early on, Galinsky said she was mindful of doing it at the right time and only after assembling the best in the industry.

“Today, I can confidently affirm that our franchising team possesses a level of expertise that few, if any, emerging brands can boast at this stage,” she said.

JetSet Lands in Australia

As for its international endeavors, Kathryn Woodfine, JetSet franchise owner, is bringing the boutique Pilates experience to the Australian market. Enthusiastic about the brand and the workout, she shared that the experience is unmatched.

“As a fitness enthusiast who has tried just about every group fitness class out there, I’ve found JetSet to be unrivaled and am confident it will thrive in Australia and around the world,” Woodfine said.

While Melbourne will be JetSet’s first international location, the Pilates franchise plans to focus on establishing flagship studios in other influential cities.

“Our team is dedicated to empowering franchise partners with operating systems, financial planning tools, technology, training, support and products that are second to none,” said Sarah Buie, head of franchise development. “We are passionate about these partnerships and bringing JetSet to communities worldwide.” 

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The fitness and wellness app space has gained another notable name, with Portuguese soccer star Cristiano Ronaldo soon launching Erakulis, an all-in-one wellness app inspired by the five-time Ballon d’Or winner’s habits and routines across fitness, nutrition and mental balance. 

The new app launches on April 3 with subscriber fees that start at 4.99€/month.

“As a professional athlete, discipline, focus and balance have been key to my success on the field,” Ronaldo said. “The countless hours of training, attention to nutrition, and mental preparation have played a crucial role in my journey. We’ve added these features into Erakulis.”

Taking a holistic health approach, Erakulis offers personalized wellness plans, community support and even online appointments, where users can seek guidance from health and wellness experts via a video call feature.

The pro-athlete-founded wellness app will compete with Centr, an app founded by actor Chris Hemsworth before being acquired by HighPost Capital, a private equity firm co-founded by Mark Bezos, brother of Jeff Bezos.

A waitlist has launched where early adopters can nab a limited-time 50% discount on their Erakulis subscription. 

Stars Embrace Wellness Apps

In addition to Ronaldo and Hemsworth, other well-known athletes and celebrities are using their notoriety to make even more bank with the launch of fitness and wellness-related apps in recent years. Seemingly replacing sneaker endorsements, athletes especially seem keen to continue building their brand with digital offerings.

Former NFL wide receiver Brandon Marshall has entered into digital fitness-meets-holistic training with House of Athlete Plus (HOA+), an app that concentrates on both physical and mental fitness and includes live one-on-one personal training and personalized communication. 

Olympian Jessica Ennis-Hill also broke ground in femtech with the launch of Jennis, a female and hormonal-focused app that offers workouts and can adapt training based on various phases, such as perimenopause and menopause. 

Arnold Schwarzenegger recently debuted his new app, The Pump, featuring a motivating community, personalized habit tracker and guided workout videos, with ‘The Terminator’ ever-present during the user experience, while singer Carrie Underwood’s fitness app Fit52 continues to be a hit. The Grammy winner also recently launched her own workout music channel on SiriusXM, Carr-Dio by Carrie’s Country, blending high-energy hits with fitness advice from the singer.

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Value gyms may be a hit in the U.S. and Canada, but demand is also increasing across the pond. 

The Gym Group, a high-value, low-price (HVLP) gym operator in the U.K., just reported solid revenue growth of 18% in 2023, adding 850,000 members and opening six new gyms. The fitness brand, which was founded in 2007, says it plans to open 10-12 locations this year.

The fitness operator was recently declared one of the winners of the U.K.’s post-pandemic fitness industry boom for its accelerated growth from 32 locations in 2012 to its current 233 gyms.

“We have maintained positive momentum in revenue through the second half to deliver results that have offset cost inflation, in line with our guidance,” said CEO Will Orr. “With a strong start to 2024 and clear signs that demand for health and fitness has never been stronger, these are solid foundations on which to build our Next Chapter growth plan.”

Over the next three years, Orr says The Gym Group will accelerate “site rollout” and strengthen the performance of its core business. 

“There continues to be substantial headroom for low-cost gyms in the U.K., and we are fully focused on our aim of making high-value, low-cost fitness even more accessible for all,” he continued.

The Gym Group group offers gymgoers 24/7 access with contract-free memberships starting at £13.99/month. The gym offers fitness equipment and a variety of free fitness classes, including small group training, strength and conditioning, mind and body and cardio. Personal trainers are also available to create custom plans.

Like other low-price gyms such as Planet Fitness and Crunch, The Gym Group strives to cater to younger fitness consumers, welcoming members who are at least 16 years old and providing special discounts to college students.

Its approach appears to be working, with The Gym Group reporting that 92% of its members rated the brand four out of five and that more than 60 million member visits were made in 2023, with average visits increasing by 10% over the previous year.

Gyms Capitalize on UK Fitness Demand

The fitness club attributes the emergence of the HVLP gym market to “harsh economic times,” an increasingly competitive market and consumer demand for value. According to a factsheet on The Gym Group’s website, member surveys reveal that the club operator is attracting new fitness enthusiasts such as shift workers, students, retirees and those classified as low-income.

As The Gym Group plots its continued expansion, global gym franchise Anytime Fitness has also made headway in the U.K. with new gym openings, capitalizing on six vacant retail units — one of which was a former post office — in Loughton, Upminster, Brentwood, Leigh-on-Sea, Gerrards Cross and Wimbledon.

Although generally at a slightly higher membership price point than The Gym Group, Anytime Fitness sees the demand for fitness clubs in the U.K. and, at the same time, has been able to revive vacant spaces. 

“These new gyms have shown the ability of our sector to take on these high-footfall locations and give them a new lease of life as a facility that the local community can be proud of,” said Kieran Smith, senior property and relationships manager at Anytime Fitness U.K. “Despite the ongoing cost-of-living crisis, the demand for gym memberships hasn’t waned and this is being increasingly recognized by commercial landlords.”

PureGym, another U.K.-based gym brand, is taking a different approach and plans to bolster its presence in the U.S. and Canada under the Pure Fitness name, competing with the likes of stateside low-price, high-value fitness brands. Much like The Gym Group, the brand offers flexible 24/7 operating hours and a zero-contract membership model. 

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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.

The BXNG Club, a San Diego-based chain of luxury combat-based fitness clubs, has initiated a funding round with the hopes of securing $2 million to advance its strategic expansion plans. 

Adding to its four San Diego locations, a high-design facility in the Arts District of Los Angeles is slated to open in the second half of this year, complete with two boxing rings, 50-plus heavy bags and specialty bags, a tailored grappling area, a functional training space with Olympic lifting platforms, a weight room and a cardio deck. 

A wide range of 45-minute fitness classes are available, including boxing, Muay Thai, Jiu-Jitsu, kickboxing, cycling, yoga and cardio and strength workouts. Clients will have access to upscale locker rooms, saunas, towel service, and an exclusive members lounge. The brand also offers one-on-one personal training.

An early bird membership is available for the LA-based club at $139/month or $1,399 for a founding member annual membership.

“BXNG and Los Angeles are made for each other —- we are bringing our innovative fitness concept, an unmatched level of coaching and a focus on member experience while LA brings unparalleled fitness-focused culture,” said CEO Artem Sharoshkin, who was named CEO of The Year by San Diego Business Journal. “Together, we will create a chemistry for success,” 

Sharoshkin has had an interesting journey, from an 18-year-old taking a kickboxing class to joining as an employee, working his way up the ladder at what was once known as The Boxing Club. By 2014, Sharoshkin had become the owner and rebranded The Boxing Club to The BXNG Club, telling The San Diego Tribune in 2022 that he has ambitions to grow the brand nationally. 

The BXNG Club says it’s pursuing aggressive expansion that includes locating spaces with existing infrastructure, negotiating creative leases with landlords impacted by COVID-19 and sourcing under-market-value real estate deals. 

A limited number of equity investments are available to accredited investors, with a minimum investment of $50,000. All-access memberships are included for investors, including discounts on personal training and branded apparel.

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Aescape has launched its whitespace innovation: the first commercially available, fully automated massage experience. The company also announced a partnership with luxury lifestyle and fitness operator Equinox, debuting its massage tables in select locations across New York City this spring.

Backed by $80 million in funding, Aescape aims to increase the efficiency and effectiveness of massages through advanced technology. .

“Aescape aims to make massage an accessible, regular part of rest and recovery, no longer reserved for indulgence or injury,” said Eric Litman, Founder and CEO. “Working alongside massage therapists over the last seven years, we’ve honed our technology to ensure it caters to diverse body types and lifestyles. It’s designed for anyone looking to book last-minute, or looking for control over their massage when therapists aren’t always available.” 

The technology is a fully automated, artificial intelligence-driven massage table. It scans the user’s body and generates over one million 3D data points to accurately map a user’s body on the table.

Using the 3D scan, the tool identifies key points on the body for a targeted massage. Aescape includes a touchscreen underneath the massage table that users can control to identify pressure points, target areas and music selections. The experience is also customizable—the platform can remember user preferences for future massages.  

Equinox Embraces Recovery

At Equinox, anyone can experience Aescape for $60 for 30 minutes, which will also include a free day pass to the gym for non-members. Beginning in June, the technology will be made available in ten locations in New York City. 

“We’re relentlessly focused on how we can help our community of high-performing individuals live better, healthier lives,” said James Gu, senior director, Equinox Spa. “As we continue to innovate with science-backed preparation and recovery modalities and new technologies, we are excited to offer Aescape. This personalized and accessible format will help our members further integrate recovery into their fitness routines.”

Disrupting the Massage Market

Litman is joined on the Aescape executive team by Sam Bowen, who worked in hardware at Amazon; Becca Valle, who worked in global marketing at Meta, Airbnb, and the New York Knicks; and Alex Linde, who worked in product at Uber, eBay, and Yahoo!

To develop the product, the Aescape team worked with thousands of individuals to develop a solution that caters to all body types and needs. By working with everyone from casual gym-goers to athletes, the company created a solution it says can cater to all audiences. 

The massage therapy market is valued at around $19 billion, and recovery solutions have never seemed more popular, including in gyms and fitness facilities as a value-add or premium membership service. The industry, which is also facing a shortage of therapists, is primed for disruption. Aescape offers an always-available, consistent massage, and aims to drive value for spas, hotels and wellness centers. 

Aescape is launching an early access program for New Yorkers, inviting participants to be among the first to try out the futuristic massage experience while providing feedback to refine the service further. The company is also actively seeking new partnerships. 

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

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

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

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

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

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

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

BODi’s Financial Overhaul

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

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

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

King of Fitness Content

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

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

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

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

Embracing Wellness & Weight Loss Drugs

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

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

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

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

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

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

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

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

This article has been updated.

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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.

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FitLab, the multi-brand performance lifestyle company behind Nike Studios, has some new capital to play with. The fitness platform has secured a $65 million strategic financing facility from Atlas Credit Partners, made up of approximately $35 million funded at closing and $30 million of remaining availability. 

With the capital, FitLab has acquired what the company calls a “cutting-edge fitness equipment manufacturer,” enhancing its ability to weave together all aspects of a customer’s fitness experience and deliver them in a multitude of ways. 

“Our pursuit of excellence extends beyond fitness and wellness innovation, encompassing strategic partnerships that elevate our company,” said Mike Melby, co-founder and co-CEO of FitLab. “We’re thrilled to secure the financing from Atlas to allow us to accelerate our expansion and offer our integrated platform to a broader audience seeking unparalleled fitness experiences.”

FitLab is no stranger to ambitious growth. The company recently agreed to a partnership with GoSaga, an organization that invests in and scales next-gen lifestyle brands across health, wellness, fitness and beauty to launch a minimum of 250 studios across the Northeastern and Mid-Atlantic regions of the United States. 

Right before that, the company inked a deal with Nike to launch Nike Studios, which will include a network of boutique fitness locations, including Nike Training Studios and Nike Running Studios. FitLab also has rights to brands such as Racked, XPT by Laird Hamilton and Gabrielle Reese, and Fast by Conor McGregor. 

Atlas Credit Partners also comes to the table with an impressive track record. The asset management firm has 80-plus years of combined business experience financing cutting-edge, medium-sized institutions such as SoundHoundAI and AST SpaceMobile. They’ve invested a total of over $950 million to date. Atlas agreed to a similar strategic funding deal with wellness brand Hyperice this past summer. 

“FitLab uniquely integrates every channel of the fitness ecosystem into a single, differentiated platform,” said Andrew Sung, head of research at Atlas Credit Partners. “With this acquisition, combined with the company’s ramp of boutique fitness studios and partnership with a best-in-class global brand, we believe that our investment will help accelerate the pace at which the company continues to innovate the fitness experience.”

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At-home fitness equipment manufacturer BowFlex has filed for Chapter 11 bankruptcy, agreeing to a deal that could see Matrix parent company Johnson Health Tech Retail acquire it for $37.5 million.

Johnson Health Tech will operate as BowFlex’s stalking horse bidder, allowing them to acquire all company assets at the close of the transaction, less closing adjustment amounts for accounts receivable, inventory and certain transfer taxes. Other interested parties will have the chance to submit competing offers, but if none beat the $37.5 million price already agreed upon by BowFlex and Johnson, the sale will go through. 

Subject to court approval, BowFlex will also receive $25 million of debtor-in-possession financing from SLR Credit Solutions and its affiliates. Those funds will enable BowFlex to continue its normal operations and meet its financial obligations to employees, vendors and its continued provision of customer orders during the bankruptcy proceedings and while executing the sale process.

“For decades, BowFlex has empowered healthier living and enabled consumers to reach their fitness goals with our innovative home fitness products and individualized connected fitness experiences,” said Jim Barr, BowFlex CEO. “As a result of the post-pandemic environment and persistent macroeconomic headwinds, we conducted a comprehensive strategic review and determined this was the best path forward for our company. We are fortified by the potential partnership with Johnson Health Tech and encouraged by the multiple parties that have indicated an interest in bidding for our company. Our goal is to maximize value for our stakeholders through this process.”

At-Home Fitness Struggles

BowFlex isn’t the only at-home fitness supplier struggling out of the pandemic gates. Peloton has repeatedly seen share prices drop, including a 23% dip last month after lowering its full-year 2024 revenue forecast.

Still, the writing has been on the wall for BowFlex for some time now. In December, the company received a notice from the New York Stock Exchange (NYSE) alerting them of their failure to comply with listing standards, such as maintaining an average global market capitalization of at least $50 million over a 30-day consecutive trading period. 

A few months before that, the Vancouver, Washington-based company was hit with a non-compliance notice, which flagged the brand for having an average closing price of less than $1.00 per share over a consecutive 30-trading day period. Now, BowFlex will enter bankruptcy with $140 million in assets and $126 million in liabilities according to its newly filed petition. 

What’s Next for BowFlex?

Along with Matrix Fitness, Johnson Health Tech also carries wellness companies Horizon Fitness and Vision Fitness. Whether Johnson or another bidder ends up acquiring BowFlex, the move promises to give the once-popular at-home fitness maker a much-needed sense of redirection after recent struggles. 

BowFlex notably underwent a rebrand last year, changing its name from Nautilus to BowFlex to put more emphasis on its strongest brand. The equipment maker also remodeled its BowFlex line, equipping it with brighter visuals, messaging with goal promotions and a more inclusive approach to fitness to hopefully attract younger fitness consumers.

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Reset by Therabody is the wellness tech brand’s in-person, experiential wellness hub, with locations across the United States including Los Angeles, Philadelphia, New York and Houston.

The whole-body wellness centers offer clients access to Therabody’s technology, guided by trained experts. Services range from 30 to 60 minutes and include offerings like stretching, percussive therapy, cryotherapy, and cupping. Clients can purchase services a la carte or through memberships.

Now, Therabody has launched Reset Rewards, a membership program that offers exclusive benefits and discounts, including on partner brands like Pressed Juicery, Momentous supplements and Stakt mats.

Athletech News spoke with with Shannon Cooke, vice president of retail at Therabody, to learn more about the new Reset program and how Therabody’s in-person experience drives value for the company and its customers.

“It was really important to us to pick brands that were on the same page as us from a wellness and ethos perspective,” Cooke says. “We wanted to have added value for our guests with our memberships and also give them easier access to self-care. So we partnered with a lot of brands with community health and wellness in mind. We’re very excited to have a high bar to stand shoulder to shoulder with the brands that we selected for the program.” 

In terms of the brand selection process, Cooke noted it was both national and local.

“Every single one of our resorts has access to our national brands,” she explains. “Because the local community is so important to us, each of the individual locations has different partnerships that are specific to its city. We have over 10 national brands that we’re working with right now. Then, every city has between five and seven that are local to their community.” 

The Importance of In-Person Experiences

As in-person experiences become more important than ever to many brands looking to forge connections with consumers, Cooke noted that Reset was the embodiment of a third-party ecosystem.

“We take all of the cutting-edge therapies and technologies that we create as a product and we bring them to life inside of these spaces,” she says. “We really want to make sure that health and wellness can benefit as many people as possible. There are big barriers to entry for a lot of the services and products that we provide, so creating this kind of warm, safe space for people to come in and try the products is a really important part of our ecosystem for the customer.”

For Therabody, Cooke noted there is also “a really beautiful, experiential brand marketing component to it. People can come in and ask questions, and touch and feel the brand.” 

Local Marketing Efforts

When asked about Reset’s biggest challenges and opportunities, Cooke noted that building authentic relationships with local communities is effort-intensive but integral to the brand’s strategy.

“On the ground, guerrilla-style connections are not scalable, but we take being in the community and working with the right groups very seriously,” she said. “But it is very important because those messages and allegiances in the community will show people that they have a place where they can go that represents who they are and where they’re coming from.” 

Therabody has a long-term vision to continue using Reset to bring new products to life for the consumer.

“It’s very exciting for me to look at the pipeline and think, ‘How can I bring this to life for the customer that comes into Reset?,'” Cooke says.

Therabody is hoping to create a space where consumers can step outside their comfort zone and learn more about new types of self-care.

“If we have made it more comfortable for someone to participate in cryotherapy, to use LED masks, to get closer to the effective science that we are promoting, then we have done our job,” Cooke adds. “Lowering that barrier to entry for self-care is incredibly important to Reset.” 

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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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Orangetheory Fitness is merging with Self Esteem Brands, the parent company of Anytime Fitness, in an all-stock transaction, the sides announced Thursday. 

The “merger-of-equals” deal represents one of the biggest fitness industry consolidations in recent memory as Orangetheory, a highly popular boutique fitness brand, joins forces with Anytime Fitness, a big-box gym powerhouse with a presence across the globe.

The new, combined company will represent $3.5 billion in systemwide sales and around 7,000 franchise locations across 50 countries and territories spanning seven continents, the sides said. 

“From our simple beginnings in 2002 with the first Anytime Fitness club, we’ve enjoyed rapid growth worldwide thanks to both the power of small-business franchising and our mix of brands that meet ever-increasing demand for more holistic and personalized health and wellness services,” said Chuck Runyon, co-founder of Anytime Fitness and CEO of Self Esteem Brands.

“With this merger, we will enrich even more people around the world through franchising, community and the services they need – now and in the future – on their personal health and wellness journeys,” Runyon added.

Self Esteem Brands recently reported strong revenue growth and franchise sales for its 2023 fiscal year, led by Anytime Fitness, which counts over 5,000 global gym locations. SEB’s portfolio also includes boutique brands like Waxing the City, The Bar Method, Basecamp Fitness and Summit Fitness. 

For its part, Orangetheory has continued to expand nationwide and overseas, amassing over 1,500 franchised studios with a presence in all 50 states and 24 countries. The fitness franchise, which offers heart-rated-based group workouts spanning cardio and strength training, has become a cult favorite among boutique fitness enthusiasts. 

Both Orangetheory and Self Esteem Brands touted the deal’s ability to lead to “significant international scale” for their brands. Orangetheory recently announced significant expansion plans in London, while Self Esteem Brands is bringing Anytime Fitness locations to France and Austria.

“As we start a new chapter, Orangetheory will continue to build on our legacy of innovation and transformation,” said Dave Long, co-founder and CEO of Orangetheory. “Today, with this groundbreaking agreement, we are one step closer to setting a new benchmark for what it means to be a global leader in fitness, health and wellness.

No timeline was given for when the merger is expected to close.

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Humble Growth, a consumer-focused investment firm concentrating on disruptive wellness brands in the food, beverage, health, beauty, vitamins, supplements and apparel space, has acquired a significant minority stake in Momentous, a fast-growing human performance and nutrition company. The deal is worth $32 million, Athletech News has learned.

The strategic partnership sees Momentous co-founders Jeff Byers and Erica Good continuing to lead the company together as CEO and president, respectively. Last year, the Park City, Utah-based brand tripled its revenue from 2022 and projects to double its revenue again this year. 

Next up, Momentous plans to open a new Los Angeles-based headquarters, grow its staff and advance the customer experience of its DTC model.

The human performance brand recently released an updated version of its website, allowing consumers to explore products based on their desired “pillar of performance” — such as cognitive function, sleep, athletic performance, foundational health and hormone support.

The timing is ideal, as Americans are eagerly spending hard-earned dollars on vitamins and supplements, especially those in the performance, recovery and mood genres.

NY-based Humble Growth, led by RxBar co-founder Peter Rahal, debuted a $312 million fund last fall, with a who’s who list of investors including Nestlé Health Science, Verlinvest, BodyArmor co-founder Mike Repole, Stonyfield Farm founder and CEO Gary Hirshberg, IT Cosmetics co-founder Paulo Lima and Ainsworth Pet Nutrition founder Sean Lang.

Not Your Traditional Supplement Brand

Aligned with Humble Growth’s mission to partner with entrepreneurs and brands promoting health and wellness, Momentous was launched in 2018 to offer high-quality, science-backed products (seven of which tout the Informed-Sport certification) to meet the needs of elite performers.

Human performance is an area that Byers knows well as a former NFL offensive lineman. After retiring from the NFL, the Momentous CEO became aware of a major gap in the supplement space. He first launched Amp Human, creating the brand’s popular PR Lotion product before acquiring the Momentous brand in 2021 and merging it into the company.

Instead of marketing gimmicks, Byers’ approach to supplements is to rewrite the current industry script with an expert approach, tapping the talent of Dr. Andrew Huberman, Dr. Andy Galpin and other health and wellness practitioners. 

“Supplements to me have a weird connotation, so our goal is to build the ‘anti-supplement supplement company,'” he told ATN in an exclusive interview last year. “We want to be your trusted partner in life optimization.”

As part of being a trusted partner, Momentous is listening — and delivering. With its finger on the pulse of consumer desires, the company will launch a pre-workout later this year that has been in development for years and includes Department of Defense research funding.

“Our goal was to develop a pre-workout formula that delivers cognitive and physical performance benefits but without synthetic sources of caffeine or stimulants, and we’re excited to bring this product to our customers who have been asking for it,” Byers said.

The brand also plans to introduce additional products that are geared toward the needs of women.

From the NFL to Consumers

Passionate about targeting “mindset” consumers who seek quality products to optimize their health and performance, Byers’ position has led Momentous to secure nearly 200 pro and college sports teams partnerships, including a deal to create a custom recovery product for an NFL team, along with millions worth of innovation contracts with the Department of Defense.

The brand has also attracted pro athlete shareholders such as NFL Pro Bowlers Luke Kuechly, Kyle Rudolph, and Ndamukong Suh, former professional skateboarder Rob Dyrdek, Ironman Champion Lucy Charles-Barclay and more. 

Byers remarked that joining with Humble Growth on the heels of exponentially growing Momentous will mean an upward trajectory for the brand, which has also earned the title of Official Supplements and Sports Nutrition Partner of CrossFit and the CrossFit Games.

“We were immediately drawn to Humble Growth and its partners’ exceptional track record in successfully operating and scaling nutrition and supplement companies,” Byers said. “Their lived experience positions them as invaluable thought partners during our continued growth, and I’m confident that Humble Growth’s passion and expertise for consumer products in this space is going to usher us into an exciting new chapter.”

This article has been updated.

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

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

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

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

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

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

Resilient & In-Demand

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

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

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

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

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

Bullish on GLP-1s

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

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

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

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

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Orangetheory Fitness and Hannah Berner have partnered to make the fitness community more welcoming using comedy.

The “WTF is OTF?!” comedy show is an experiential marketing event that aims to build community by critiquing several aspects of today’s fitness culture. The “roast” represents a significant departure from traditional fitness marketing and community building by critiquing aspects of today’s fitness culture.

“This WTF is OTF?! Comedy Event is going to be epic,” Berner, a popular comedian and entertainer with 2.8 million followers on TikTok, said before the show. “Expect laughs, roasts and maybe a little sweat. I know firsthand what it’s like to be in a bit of a fitness limbo, and all of the fads swirling around at the start of the year don’t help. What Orangetheory helped me to realize is that sweating it out doesn’t have to be too serious, and this partnership proves that while answering all of our biggest fitness WTFs.”

One of the biggest barriers to gym participation is the intimidation and misconception surrounding fitness culture. By partnering with Berner, a comedian known for her straightforward and relatable humor, Orangetheory hopes to break down such barriers. The WTF is OTF?! event aims to roast the fitness industry’s clichés and fads, making fun of the space’s unrealistic standards and strange trends. 

“Nearly half of Americans set out to improve their fitness this year. Yet, we also know that an estimated 80% of people part ways with their resolutions after mid-February,” noted Ellen Latham, creator and co-founder of Orangetheory. “At a time when many are feeling defeated, we hope a bit of lighthearted fun can remind people that we’re all in this together. And that ultimately, what matters most in a sea of fleeting fads and unrealistic expectations is moving in ways that feel healthy and right for each person.”

WTF is OTF?! took place in Orangetheory’s Manhattan-East 39^th Street studio on Wednesday, February 28^th, with doors opening at 6 pm. After the event, attendees were welcome to join Berner in a one-hour Orangetheory workout.

The event was also live-streamed on Berner’s TikTok, @hannahberner, to encourage real-time engagement and allow a broader audience to join the conversation. 

This article was updated after the event.

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Samsung officially introduced the Galaxy Ring, its latest innovation in wearables, at the Mobile World Congress (MWC) in Barcelona. The new device marks the South Korean tech giant’s first venture into the smart ring category and the emergence of a key competitor for market leaders like Oura.

The Galaxy Ring comes equipped with a variety of sensors designed to monitor key health metrics such as heart rate, sleep patterns, respiratory rate and the time it takes for a user to fall asleep. The information will populate what Samsung calls “MyVitality Score,” which offers personalized health insights based on these different metrics. 

Despite the arrival of a new competitor, Oura CEO Tom Hale called Samsung’s entry into the smart ring space a positive for the industry as a whole.

“New players entering the space is validation for the category and drives us to aim higher to serve our members and community,” Hale told TechCrunch.

Although Samsung has smartphones and smartwatches, the Galaxy Ring caters to different consumer needs, noted Hon Pak, head of the digital health team at Samsung Electronics.

“Our own customers told us, I want choice. I want the ability to have other forms of wearables to measure health,” Pak told CNBC. “And some want to wear the watch, some want to wear the watch and the ring and get benefit from both. Some just want more simplicity.”

The Galaxy Ring is designed to work seamlessly with Samsung’s smartwatches, providing users with a comprehensive overview of their health when used in tandem. One of the most anticipated features of the ring is its ability to monitor noninvasive glucose levels and blood pressure, a significant advancement in health technology. Samsung is also researching how best to use artificial intelligence to give deeper insights into a person’s health. 

“Imagine (a) large language model, acting as my digital assistant, while looking at the context of my medical records, my physiological data, my engagement with a mobile device, the wearables during all of that … begins to bring greater insights and personalization opportunities,” Pak said. “A digital assistant coach is (…) absolutely needed.” 

The smart ring market could grow to $1 billion or more by the 2030s, according to industry estimates. Samsung’s entrance into the space seems to be a validation of the market’s growth potential.

Oura, the category’s leader by far, has around 100 granted patents, with almost 30 pending patents, which could suggest potential intellectual property disputes down the line between major players.

In addition to brands like Movano (Evie Ring) and RingConn looking to capture market share by offering differentiating features like a focus on women’s health and no subscription fees, there are rumors that Apple could look to enter the space with a smart ring of its own.

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