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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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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Anytime Fitness owner Self Esteem Brands (SEB), a portfolio of fitness and personal care franchises, has closed out a solid 2023 with system-wide revenues up 12.3% compared to 2022. Combined franchise sales also grew by more than 500 units, which included 284 new non-U.S. locations.

The Minnesota-based company’s portfolio includes Basecamp Fitness, Sumhiit Fitness, The Bar Method and Waxing the City. 

“Franchising is a proven model that empowers franchisees to be in business for themselves – but not by themselves – and receive the ongoing support from the franchisor,” said Dave Mortensen, president at Self Esteem Brands. “We are encouraged by the 2023 growth across our portfolio of brands and system and see strong gains to be made both in the U.S. and in new countries and regions worldwide.”

Apple’s Favorite Fitness Brand

Anytime Fitness, the rockstar brand of the SEB portfolio, inked a deal last fall with Apple Fitness+ so its U.S. and Canada-based members can access an Apple Fitness+ subscription as part of their membership.

Not only does the partnership with the tech giant support Anytime Fitness members, it also gives the fitness brand bragging rights for landing the first-ever collaboration Apple has had with a gym or health club. The fitness franchise has grown to over 5,000 locations and in 2023, saw a 6.7% year-over-year increase in coaching and personal training services. 

International Expansion & More

Basecamp Fitness, a high-intensity interval training (HIIT) studio concept, is in “growth mode,” and plans to expand globally this year with its signature brand in the U.S. and the Sumhiit Fitness brand overseas. Self Esteem Brands recently introduced the intense 35-minute interval training concept Sumhiit Fitness to Sydney, Australia, and will soon open two locations in Singapore.

Continuing on the international front, Anytime Fitness made headway in France and Austria, signing master franchise agreements in those countries.

The Bar Method, SEB’s barre brand, grew to 1.6 million class attendees last year, 14% higher than in 2022, and will announce its international franchise expansion in Q1 of this year. 

As the company makes further advances in 2024, Stacy Anderson, Anytime Fitness global brand president, indicated that more is in the pipeline as SEB continues to stay ahead of the fitness and wellness trends. 

“We’re working on training programming that’s expanded to different populations. We’re working on recovery programming. We’re even getting into the mental health side of things, knowing that so much of your health has to do with your headspace and where you’re at there,” Anderson said. “I think as we go forward, you’re going to see a lot more partnerships.”

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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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Researchers from the University of Washington have introduced the thermal earring, a piece of smart tech they say could redefine how we monitor our health.

The device continuously monitors earlobe temperature to provide more insights into users’ health in a fashionable and discreet manner. Co-lead authors Yujia (Nancy) Liu and Qiuyue (Shirley) Xue conducted the research. 

Like the smart ring, the thermal earring combines fashion and functionality. Similar to a paperclip in size and weight, it includes a magnetic clip that attaches one temperature sensor to the earlobe and another that dangles below to gauge room temperature. It can also be customized with designs made of resin, like flowers and gemstones, without compromising its accuracy. It has a twenty-eight-day battery life, which is far longer than many competitors. 

The research team focused their work on the limitations of current wearables and proposed earrings as a stylish and comfortable alternative. Earlobes, Xue discovered, provide a more consistent temperature reading compared to hands or wrists. In small proof-of-concept tests, the earrings were less variable compared to comparable smartwatches. 

“I wear a smartwatch to track my personal health, but I’ve found that a lot of people think smartwatches are unfashionable or bulky and uncomfortable,” Xue told the University of Washington. “I also like to wear earrings, so we started thinking about what unique things we can get from the earlobe. We found that sensing the skin temperature on the lobe, instead of a hand or wrist, was much more accurate.”

The thermal earring can detect changes related to stress, eating, exercise and even ovulation. Xue and her team of researchers are looking into expanding the earring’s capabilities to include heart rate and activity monitoring and possible sustainable power sources. The device is not yet commercially available but could disrupt the jewelry wearable space. 

The wearables space has been hot lately, with Oura, Apple and Whoop all making waves and Samsung poised to enter the market with its Galaxy Ring, reportedly set for release this summer.

Brands like Oura, Apple and Whoop continue to evolve the technology behind their products, with new and improved features like Whoop Coach and Apple’s new mental health offerings. Temperature monitoring has become more popular than ever, with some wearables like the Oura Ring using it for natural birth control methods and cycle tracking. 

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As Apple continues to push into the health and wellness space, new intellectual property filings and reports speculate that the tech giant might be moving into the hydration-tracking and smart ring markets.

The hydration-tracking feature could continue to improve on the already-beloved Apple Watch, and the smart ring could disrupt that growing space currently dominated by Oura.

Apple recently filed a patent for a “wearable device with perspiration measuring capabilities” for its Apple Watches. The solution would be non-invasive and could measure perspiration, skin temperature and more to help consumers optimize hydration.

If successfully implemented, the innovation could also displace offerings that focus solely on hydration measurement, like Nix and Flowbio, which work through skin patches. Apple is also reportedly developing a noninvasive glucose-monitoring solution, reformulating its problematic SpO2 sensor, and working on a much-anticipated AI health coach. 

Is an Apple Ring in the Works?

At least one industry insider also claims that Apple is working on a smart ring offering. Samsung recently teased its Galaxy Ring at its Unpacked event in January, and Apple could be following suit.

The California tech company has filed several patents over the years that hint at their smart ring’s advanced development stages. The intellectual property suggests that Apple’s ring could have features like biosensors and the ability to control the Apple Vision Pro headset. A patent in 2015 shows the device as having an accelerometer and gyroscope.

The potential introduction of the Apple Ring aligns with growing interest in the smart ring sector, which is expected to reach $200 million by 2031.

However, many of Apple’s patents are several years to a decade old, demonstrating that the company’s explorations of the smart ring space might not come to fruition. Skepticism also remains due to a lack of credible information about the leak generally associated with imminent Apple product launches. 

Despite the tentative and speculative nature of some of the tech company’s plans, one thing is certain: Apple remains committed to health and wellness innovation and has plans in the works to continue improving on its wearables. 

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In the fitness space, there’s always a new trend. Whether it’s novel workouts, new medications or updated technology, each threatens to make existing brands stale, or worse, obsolete.

This is not news to Self Esteem Brands. As its studio and gym franchises continue to grow, the leadership team remains focused on evolving the brands to meet the ever-changing needs of its fitness-conscious consumers. And that’s good news for the many franchisees with Anytime Fitness, Basecamp Fitness, The Bar Method and Waxing the City locations—as well as other entrepreneurs who may have designs on joining the fold.

With more than 5,000 Anytime Fitness locations alone, the company is unique in the fitness franchise space. The sheer number of users across brands translates into a constant flow of customer feedback and insights, which the team uses to evolve their concepts and bring new ideas online. 

Here, Stacy Anderson, global brand president, Anytime Fitness, and Nick Herrild, president – studio division/Waxing the City, share how Self Esteem Brands leverages its size and scale to keep its franchise brands relevant and its franchisees profitable.

Athletech News: The conversation around fitness changes a lot. How does Self Esteem Brands evolve its studio concepts to keep them relevant for your franchisees?

Nick Herrild: It’s absolutely something that we try to keep track of. And we do look at trends in the fitness industry and beyond to understand what’s happening and how can we stay ahead of it, but we adapt along the way. We often talk about how a concept will have a core essence that will be true for a long time, but the brand will evolve over the next three to five years so the brands will look different. 

I’ll use The Bar Method as an example. There’s a lot of focus on strength right now. And I think that at the baseline, The Bar Method does have a strength focus, but we’ve been able to make fitness modalities that really focus on the strength essence of getting into the trends that consumers are looking for. We try to evolve over time to match up with what consumers need without losing the essence of the brand.

ATN: How do you determine what consumers at each of your concepts will want next?

NH: The fact that Anytime Fitness is so big and has been able to guide us in building capabilities has given us more access to resources we wouldn’t have in our small brands. It gives us really two things: not only resourcing but also data and thought around the consumer in order to match up the right concept with what we’re trying to do in the marketplace. 

When we think about SEB [Self Esteem Brands] as a shared service matrix, that means that if you’re working in marketing for any one of our brands, you’re still laddering up to the capability that we’re building at the SEB level of stronger marketing function. That helps us evolve. So, we know what they’re looking for. We understand what the trends are in the marketplace. We think of ways to apply those trends to the work that we’re doing within the brand as well as what we believe is core to each brand.

ATN: For a concept like Basecamp Fitness, which is in growth mode, what’s the difference between a concept that has 10 locations versus one with 100 locations from the franchisees’ perspective?

NH: We’ve got 10-20 locations, when you think about the idea of the work that you need to go into the brand at this point at 22 locations for Basecamp, you’re very involved. You’re in the studio. We’re working through details with the franchisees that are out there. They understand that when a brand is young like that, we’re going to be really good at some things, and we have to figure out some other things.

When you get out to 40 to 60 locations, you’re getting to a place where you’re really thinking ‘Okay, we need to make decisions that help us scale.’ So, we can’t do any one-off things. And then as you move towards 100 locations, everything needs to scale, and you’ve got a lot more of the system and process put into place in a way that’s replicable and then that gives you the chance to unlock. It is very hard in those early stages. But you gradually get to a place where you’re thinking more and more about scale and success metrics.

ATN: Consumers now have a lot of fitness options, including working out at home. How does Self Esteem differentiate its brands from competitors?

Stacy Anderson: The reality is, the community you create in your club environment is probably the stickiest thing you can do in terms of customer loyalty. And the good news is [mobile phones are] probably your most important piece of workout equipment. It’s also the hub of your connection to your clubs, and your connection to your members.

We talk about care coaching and connecting at this company quite a bit, and that is really the secret sauce for creating community that drives business results and loyalty or I always say irrational loyalty. You might always have a cheaper concept come into the market, but the relationships you have are that thing that really binds both your staff and your membership together in a way that creates insulation around your business.

ATN: Where do you see the fitness industry heading over the next five years?

NH: It’s only going to become more important to people to have a full, holistic outlook on their health and wellbeing. That’s probably an advantage or tailwind for us. We’re thinking about different ways to give them more out of their memberships or their experiences in the studio or the club to be able, to find coaching if they need that, to be able to have in Waxing the City more holistic beauty services to think about their healthy skin versus just hair removal.

We’re using technology a lot because regardless of what product we’re offering and how we think about how our brands or our workouts or our services come be life, the technology piece of it is going to become more and more important to our consumers. And so, we’re using technology to reduce friction points for them. Your phone is a great avenue to get people to connect with brands in an efficient way.

ATN: How do fitness and wellness fit together, and how is Self Esteem pursuing opportunities at this convergence?

SA: Everybody’s talking about Wegovy and Ozempic, and clearly all those medications have an impact on people’s jumpstart to their wellness journey. I think personally that that’s a great thing. Whatever you need to get started to be able to move yourself forward is really incredible. The reality is the side effect of some of those drugs is that you’re losing some of your strength and you’re losing some of your muscle, and I think gyms and wellness services are going to play a really big part. That’s just another tailwind that’s going to be behind us as a larger population is going to feel like, “Oh gosh I can do this.”

Beyond just different modalities of inside and outside the club, digital versus physical, we’re thinking about nutrition. We have Stronger U, a nutrition service that is a direct-to-consumer business of ours. We’re working on training programming that’s expanded to different populations. We’re working on recovery programming. We’re even getting into the mental health side of things, knowing that so much of your health has to do with your headspace and where you’re at there. I think as we go forward, you’re going to see a lot more partnerships. We just started one with Apple Fitness+ that allows all of our [Anytime Fitness] members to have access to Apple Fitness+ as part of their membership.

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Peloton has sold its spacious Peloton Output Park (POP) facility and land in Ohio to First Solar for a cool $33 million.

The commercial real estate transaction closed on January 11, according to Wood County records. Ohio Governor Mike DeWine alluded to the transaction in an interview with The Blade as he discussed the economic future of the state’s northwest region. 

Peloton announced its Output Park endeavors in 2021, stating that the 1.2 million-square-foot space would serve as its first U.S. equipment factory, with plans to open in 2023. John Foley, Peloton co-founder and its CEO at the time, had said that the Peloton Output Park would give the connected fitness company a “massive strategic lever” to scale its Bike and Tread equipment. By 2022, and coinciding with the departure of Foley, Peloton stated it would wind down its Output Park plan.

Peloton is scheduled to release its second quarter fiscal 2024 results on February 1, 2024, marking CEO Barry McCarthy’s second anniversary as leader of the connected fitness company.

While it’s likely that Peloton will reference Output Park’s sale on its upcoming earnings call, the fitness company will also likely highlight its new Gen Z-focused content deal with TikTok, provide an update on its paid subscribers numbers and B2B deals, and discuss its ongoing international push. 

As Peloton continues to rebound from post-COVID challenges, speculation is swirling that tech giant Apple could make a play for Peloton to position its Apple Fitness+ as a connected fitness dominator.

Industry predictions and rumors are commonplace, but the possibility of an Apple-Peloton deal comes with weight, as Deepwater Asset Management has listed the potential deal on its list of 2024 predictions. The firm correctly predicted nearly all of its ten predictions for 2023. However, many, including Apple insiders, are skeptical of a deal.

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SoulCycle, the indoor cycling studio with a cult-like following, has partnered with Fitbit to offer promotions to riders throughout January and early February in a campaign dubbed “Fitbit and Friends.”

The week of January 22-28, SoulCycle riders can receive two free classes, one for themselves and one for a friend, by wearing a Fitbit device or Pixel Watch to their local studio. The week of January 29 to February 4, those classes can be redeemed at the themed “Soul Surprise presented by Fitbit” classes at all 58 SoulCycle studios in the U.S. By participating in the classes, riders can win a Fitbit Charge 6 device. 

The partnership demonstrates the increasing intersection of in-person workouts and fitness wearables. Long associated with individual workouts, wearables are increasingly being used for group fitness. There remains untapped partnership potential, however, such as bespoke workouts for branded classes on popular wearables.

The promotion comes at a tumultuous time for Fitbit owner Google, whose parent Alphabet recently laid off hundreds of workers as part of cost-cutting measures. Fitbit co-founders James Park and Eric Friedman are leaving as part of the reorganization.

Fitbit’s popularity has been declining in recent years as its mid-range price has failed to lure in enough customers, who are increasingly turning to luxury wearables like the Apple Watch and Whoop. Now that Google owns Fitbit, many believe the tech giant’s removing of features, such as Fitbit Challenges and Groups, are steps towards the product’s eventual discontinuation. However, the SoulCycle tie-up is one of the largest recent partnerships for Fitbit, demonstrating that Google may still have big plans for the health and fitness wearable.

The Equinox-owned SoulCycle, meanwhile, has also faced financial difficulties in recent years, largely due to post-pandemic changes in consumer fitness preferences. In 2022, SoulCycle shuttered around 20 of its studios. The cycling company has looked to leverage partnerships to reach new audiences. For example, in late 2022, SoulCycle partnered with ClassPass to make its cycling classes available on the booking platform. 

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Predictions that Apple will buy Peloton are on the rise, a deal that could upend the entire fitness industry. Deepwater Asset Management included the deal on its list of 2024 predictions. The firm, founded in 2017 by Gene Munster, correctly predicted Apple’s explosive success years before the iPhone and its launch of Apple TV six years before its announcement.  In 2023, the firm correctly predicted almost all of its 10 predictions, including that Apple would unveil its mixed-reality (MR) headset later that year.

Peloton, a connected fitness giant, has over 2 million subscribers and a community of nearly 7 million members. While Apple has remained tight-lipped about the number of Fitness+ subscribers, many believe the newer service has a smaller market share than many other big players. A deal for Peloton would propel Fitness+ into becoming one of the largest connected fitness services globally. 

Reasons To Believe

Apple has long been dedicated to health and wellness, with Apple Watch revenues likely close to $20 billion According to recent estimates. In 2019, CEO Tim Cook stated, “I do think, looking back, in the future, you will (hear): Apple’s most important contribution to mankind has been in health.”

Peloton’s services would dovetail well with Fitness+, adding live classes to Apple’s pre-recorded videos, and absorbing Peloton’s subscribers could add more than $1.5 billion to Apple’s subscription revenue. Peloton currently runs on Android, but switching its systems over to iOS would likely not be a difficult transition. 

Reasons for Skepticism

However, some experts, like William Gallagher at Apple Insider, note many factors weighing against the potential deal. Apple might not want to take on the potential liability from Peloton’s lawsuits regarding fatal treadmill accidents, or pay the deal’s steep potential cost, which could be as high as $9 billion. That amount would be more than three times any other acquisition that Apple has made after the tech giant paid $3 billion in 2014 to acquire headphone maker Beats.

After Peloton’s recent struggles, some analysts doubt that Apple would want to make such a deal. 

Not the First Apple-Peloton Rumors

In 2022, Apple was rumored to be a potential buyer of Peloton amid the connected fitness company’s financial difficulties after the resurgence of in-person workouts post-pandemic. Peloton recently unveiled a major rebrand, designed to broaden its fitness content offerings while attracting “more male, Gen Z, Black, and Latin X groups than before the relaunch,” CEO Barry McCarthy stated.

As part of its new strategy, Peloton has inked new partnerships with Lululemon, Liverpool Football Club, the University of Michigan, New York Road Runners, and the NBA and WNBA. The Apple acquisition could usher in a new era of growth and a new chapter for the connected fitness company. 

Apple, meanwhile, made major fitness moves in 2023, like the launch of Apple Watch Ultra 2, which has the brightest display yet and a new watch face that shows data like altitude, depth or seconds along its outermost edges. The company partnered with Anytime Fitness and Gympass to offer free memberships to users, demonstrating the tech giant’s commitment to expanding its audience for Fitness+. Anytime Fitness has over 5,000 locations in more than 50 countries, while Gympass has over 15,000 corporate clients with more than two million employees globally.

Earlier this week, Apple Fitness+ also added new strength workouts for golfers and new “Time to Walk” episodes featuring celebrities like Al Roker and Common, among other content additions to celebrate the new year. 

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Gympass, a leading corporate wellness platform, has integrated with Apple Fitness+, meaning more than two million employees globally will now have access to the fitness subscription service. Effective immediately, Gympass subscribers on the Basic Plan and above in the U.S., U.K. and Germany, and those on the Silver Plan and above in Brazil, can access Apple Fitness+ at no additional cost through their Gympass app.

Gympass has a network of over 50,000 gyms, studios, classes, personal trainers and wellness apps, and includes access to Wellness Coaches, who help users create individualized plans. More than 15,000 companies currently use Gympass, which gives employees discounts on fitness classes and gym memberships, along with other wellness perks.

Employee Wellness on the Rise

“Gympass more than doubles the number of employees engaged with wellness, thanks to the breadth of our global partner network and the attractive prices of our plans that cost 30-50% less than traditional gym memberships,” said Cesar Carvalho, CEO and co-founder of Gympass. “We’re excited to strengthen our proven ability to drive employee enrollment by providing access to Apple Fitness+ across more than 15,000 corporate clients and millions of employees globally.”  

According to Gympass’ recent State of Work-Life Wellness report, the majority of employees (87%) would consider leaving a company that does not focus on employee wellbeing, while 93% value wellbeing as much as their salaries. Integrating wellness solutions into company culture has the potential to decrease turnover and save companies healthcare costs, Gympass notes.

Apple’s Fitness & Wellness Push

With Apple Fitness+, Gympass subscribers gain access to thousands of workouts and meditations, like HIIT, strength, wowing, cycling and yoga. Those with an Apple Watch can see their real-time metrics onscreen. Apple Fitness+ also offers popular experiences, like “Time to Walk” and “Time to Run.”

On Monday, Apple also launched additional updates to Fitness+ that demonstrate the tech giant’s investment in the platform and desire to cater to new audiences. In November, Apple partnered with Anytime Fitness, the tech giant’s first partnership with a brick-and-mortar gym chain.

Gympass, meanwhile, raised $85 million in a Series F funding round last summer at a valuation of $2.4 billion, led by EQT Growth with participation from Neuberger Berman Group. The valuation underscores the increasing trend of employees expecting wellness benefits from their employers. Now, Gympass has Apple in its corner, an integration that demonstrates the corporate wellness platform’s growth as well as the tech giant’s desire to bring Fitness+ to new audiences.

This article has been updated with new information on which Gympass subscribers have access to an Apple Fitness+ subscription.

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Apple Fitness+ is rolling out updates this coming Monday that will help users start the new year off right. After a tumultuous several weeks for the company with the Apple Watch ban, the move demonstrates that Apple remains committed to and focused on the fitness and wellness space. 

First, Fitness+ is launching a new meditation theme: Sound. After the success of the Sleep meditation theme, Sound is the latest to focus on creating an atmosphere of ease for relaxation and restoration. The meditations range from five to twenty minutes and use tones like singing bowls and resonant gongs. Apple is also releasing new episodes of “Time to Walk,” one of its most popular series. New episodes feature Al Roker, Trixie Mattel, Lilly Singh and Common. Apple Watch users can also pursue a limited-edition award, “Ring in the New Year,” by closing all three Activity Rings for seven consecutive days in January. 

As the Apple Music Super Bowl LVIII Halftime Show approaches, Fitness+ is also releasing Artist Spotlight series dedicated to former headliners. Rihanna’s series will be released on January 8^th, Britney Spears’ on January 15^th, U2’s on January 22^nd, and Usher on February 5^th. 

Apple is also releasing a new workout program designed for an often-overlooked group of athletes in connected fitness: golfers. Rose Zhang, a rising professional golf star, joined Apple Fitness+ trainer Kyle Ardill in the new program that was inspired by her training regimen. The program combines strength, core, and yoga workouts to improve strength, flexibility, balance, and mobility. 

“To play at my best, the training that I do off the course is so important,” Zhang said. “Incorporating strength, core, and mobility workouts helps make sure my body and mind are ready. Whether people are new to the sport or want to advance their skills, I’m excited that the workouts in this program on Fitness+ will help users feel more confident in their swing and have fun on the course.”

The Fitness+ updates come as Apple continues to push further into fitness and wellness. In November, Apple partnered with Anytime Fitness to provide an omnichannel experience for users. Anytime Fitness memberships in the U.S. and Canada now include a free Fitness+ subscription. Fitness+ users joining Anytime Fitness with a membership of more than a year will also get their first 30 days free. 

“Starting the new year can mean kicking off a fitness and wellbeing journey, restarting after a long break, or looking to take it up a level with a new challenge,” said Jay Blahnik, Apple’s vice president of fitness technologies. “From sound meditations to help you relax, to building strength for an improved golf swing or turning up the volume on your workouts, Fitness+ has something for everyone to help them stay active and support their wellbeing in the new year.”

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

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

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

• 

  1. Peloton, Lululemon Strike Content & Apparel Partnership 

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

  Why It Matters:

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

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

  What To Watch in 2024:

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

• 

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

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

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

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

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

  Why It Matters:

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

  What To Watch in 2024:

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

• 

  3. Apple Partners With Anytime Fitness

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

  Why It Matters:

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

  What To Watch in 2024:

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

• 

  4. Pvolve Inks Deal With Jennifer Aniston

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

  Why It Matters:

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

  What To Watch in 2024:

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

• 

  5. Nike Launches Group Fitness Studios, Equipment Line

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

  Why It Matters:

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

  What To Watch in 2024:

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

• 

  6. Peloton Announces Rebrand, New Strategic Vision

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

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

  Why It Matters:

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

  What To Watch in 2024:

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

• 

  7. EGYM Raises $225M, Preps for IPO

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

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

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

  Why It Matters:

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

  What To Watch in 2024:

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

• 

  8. BowFlex, BODi Change Names To Spark Turnaround

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

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

  Why It Matters:

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

  What To Watch in 2024:

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

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

Apple said Monday that it will stop selling some of its Watch models in light of one of the most significant patent disputes in recent history, a development that could impact the tech giant’s burgeoning fitness and wellness endeavors. 

A ruling in October by the International Trade Commission (ITC) found that Apple violated medical company Masimo’s pulse oximeter patent, which is used to read blood-oxygen levels. In 2020, Apple introduced the feature in its Apple Watch Series 6 lineup. The company plans to appeal the decision. 

Apple will no longer be able to sell its Apple Watch Series 9 and Apple Watch Ultra 2 in the U.S. beginning Thursday on its website and from the company’s retail locations after December 24^th. The SE model, which lacks the blood oxygen feature, remains for sale. 

White House Press Secretary Karine Jean-Pierre said on Tuesday that the US Trade Representative, Katherine Tai, will be making the decision on whether to block the ban. The deadline for Tai’s decision is Christmas Day, as the reviews last 60 days, and the order was issued on October 26^th. 

Inside the Patent Battle

The patents relate to the process by which the watches calculate a person’s blood oxygen saturation. Because the patents relate to hardware, Apple cannot resolve the dispute with a software update, a strategy they’ve used in the past. If the company cannot win on appeal or by presidential intervention, the company would likely need to redesign the devices, a process that does not have a clear timeline. 

The Blood Oxygen app measures the percentage of oxygen red blood cells carry from one’s lungs to the rest of the body. The sensor uses clusters of red, green, and infrared LED lights and photodiodes that convert light into an electrical current. The light shines onto the blood vessels in a user’s wrist and the technology measures how much light bounces back. Bright red blood is oxygenated, while dark red blood has less oxygen, which allows the sensor to get an on-demand reading of one’s blood oxygen. A healthy person will usually have blood oxygen levels in the mid- to high 90s. 

The Series 9 and the Ultra 2 models were released earlier this year and were expected to be a large percentage of Apple’s watch sales for the holiday season.

Potential Fitness Ramifications

Apple had its sights set on the fitness and wellness space, particularly with the Ultra 2, which has the brightest display yet of its watches, and can display dynamic fitness information on the screen like altitude, depth, or seconds along the screen’s outermost edges.

The decision could shape the company’s health and wellness goals for the new year, possibly encouraging Apple to place more strategic emphasis on offerings like Fitness+. With over 5,000 workouts, Fitness+ now includes 12 different types of workouts, as well as Artist Spotlight series featuring music by Beyonce, Mariah Carey, and Taylor Swift. Apple also partnered with Anytime Fitness earlier this year, its first deal with a gym or health club. Starting from December 1, Anytime Fitness members across the U.S. and Canada gained access to an Apple Fitness+ subscription included in their membership at no extra cost.

While unrelated to the patent dispute, two executives on the Apple Watch development team are departing the company. Tang Tan, the chief of Apple Watch product design, plans to depart in February, and Steve Hotelling, a key witness in the Masimo lawsuit, is retiring. 

Although the watches can no longer be sold on Apple’s website, they will continue to be sold through many third-party retailers, which should help improve the company’s fiscal first-quarter sales. 

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It’s been a big year for Apple on the fitness and wellness front, and the tech giant seems poised for even bigger things in 2024.

Earlier this month, Apple released watchOS 10.2, iOS 17.2, and iPadOS 17.2 updates which allow for seamless access and logging of Health data using Siri. Apple Watch, iPhone and iPad users can ask Siri questions like “How does my Move ring look today?” or “What was my blood pressure yesterday?” Users can also ask Siri to log health-related items. For example, users can say, “Log that I took my medications,” or “My period started today.” 

The company also recently launched Apple Watch Ultra 2, which has the brightest display yet and a new watch face that shows dynamic information like altitude, depth or seconds along its outermost edges. Apple also released a new iPhone app called Journal. With the app, users can capture and write about everyday moments and special events in their lives using photos, videos, audio recordings and location. Journal’s machine learning provides personalized, private suggestions to inspire journal entries.

Major Fitness Moves

Apple Fitness+, meanwhile, continues to offer more classes (with 12 different types and over 5,000 workouts and meditations) along with its Artist Spotlight series featuring music by Beyonce, Mariah Carey, Taylor Swift, and Bad Bunny. 

Apple also partnered with Anytime Fitness, its first deal with a gym or health club, demonstrating in-person and digital companies coming together to offer more omnichannel experiences. The tech giant is also reportedly planning robust updates to its AirPods line that could include improved hearing health features and body-temperature tracking. It also unveiled its Vision Pro headset; many anticipate Apple could use its new mixed-reality headset to enhance Fitness+ and the Apple Watch. 

Social Features Promote Health & Wellness

With 2024 weeks away, Apple is ready to help users reach their health and wellness goals, from mindfulness to running speed to hiking.

Activity Sharing is a feature that can help users stick to their resolutions by sharing daily accomplishments with family, friends or even trainers. Users can even challenge each other to a seven-day Activity Competition based on Activity Rings. Trends show daily data for active calories, exercise minutes, stand hours, walking distance, stand minutes, cardio fitness, walking pace and running pace.

Time will tell what Apple’s next new health and fitness offerings will be, but there appears to be a lot on the horizon. 

The post Apple’s Fitness & Wellness Innovations Bode Well for 2024 appeared first on Athletech News.

Omega Fitness, the second largest Anytime Fitness franchisee in the U.S. with 70 gyms, has been acquired by Seattle-based private equity firm Rainier Partners.

The company will be led by franchise operators Andy Gundlach and Russ Allen, who formed Omega Fitness and are known as two of the top operators in the Anytime Fitness system, which has over 5,000 franchised locations in 50 countries. The franchisees will partner with Rainier to expand Omega Fitness while optimizing operations in its existing Anytime Fitness clubs across Wisconsin, California and Florida. 

Allen noted that he and fellow operator Gundlach recognized the need for a partner with deep fitness industry experience, resources and capabilities to support future growth.

“Rainier’s partnership-driven approach, coupled with enthusiasm for the future of our company and Anytime Fitness, solidified our confidence in this transformative alliance,” Allen said.

Gundlach noted Omega Fitness had an “abundance of interest” from the private equity community, but partnering with Rainer was the right decision.

“As we look to the future, acquisitions will continue to be a key element to our growth strategy, along with building new locations across the U.S. and implementing best practices in all of our gyms, drawing on my team’s experience and Russ,” Gundlach said.

Rainier co-founder and managing partner Jon Altman noted that the firm is excited to be an early investor in the Anytime Fitness system.

Anytime Fitness, under parent company Self Esteem Brands, is seeing strong demand for its fitness brand, reporting a solid third quarter with double-digit gains in same-store sales compared to the same period in 2022 and a 20% increase in daily club visits versus 2019.

The fitness franchise now projects a record-breaking one million daily member visits come January 2024 and has fortified its position in the fitness industry through a partnership with Apple — crowning Anytime as Apple’s first partner in the gym space. The deal with the tech titan supports Anytime Fitness members in sleep, meditation, recovery and nutrition. 

“This partnership with Apple is so important to us, because now outside of the gym, we can help members with meditation, we can help them with walking more…there are 12 different modalities,” Anytime Fitness CEO Chuck Runyon told Athletech News earlier this month.

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

The post Major Anytime Fitness Franchisee Acquired, Plans Expansion appeared first on Athletech News.

Oura has hired Apple executive Jason Oberfest, who served as an integral member of the Apple Health team since joining the company in 2018 from Mango Health.

Tom Hale, Oura’s CEO, told Bloomberg that Oberfest’s hiring will allow the company to “dive deeper into the healthcare world,” adding that his arrival “marks the start of a new chapter” for Oura. Oberfest will servce as Oura’s vice president of healthcare.

Currently, Oura has health sensors that can gather data like oxygen saturation, heart rate variability, menstrual cycles and sleep cycles. It recently announced new stress management features, providing stress monitoring and an AI-powered journal feature. Oberfest’s hiring is a win for the wearables company, which has stiff competition from products like the Apple Watch and Whoop.

Apple Watch has long had healthcare applications, with recent iterations of the Watch including an FDA-cleared electrocardiogram to help users monitor irregular heart rhythms and potential signs of atrial fibrillation. It can also detect critical health conditions and summons emergency services during accidents like falls.

Now, Oura is expected to similarly expand its capabilities and gain more credibility in the healthcare space.  

It has been a big year for Oura outside of the healthcare sector as well: the company recently hired former Headspace executive Sean Brecker as its new CFO, which came after the brand partnered with Headspace and Thrive Global this year to enhance users’ mental health and sleep management capabilities. The smart ring company also announced a large-scale retail partnership with Best Buy and the acquisition of Proxy, a digital identity startup. Oura also recently forged an agreement with a health e-commerce website to make its ring FSA and HSA eligible.

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

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

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

Convenience & Coaching 

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

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

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

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

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

Educating Members on Strength Training

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

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

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

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

The (Many) Benefits of Apple Fitness

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

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

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

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

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

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

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

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

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

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

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

Supporting Members on Weight Loss

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

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

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

New Year, New Opportunities for Growth 

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

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

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

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

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

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

Key Insights:

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

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

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

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

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

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

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

Gyms & Clubs To Offer In-House Weight Loss Programs

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

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

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

Growth Opportunity for Fitness Trackers & Apps

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

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

Digestive Supplements Can Ease Side Effects

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

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Anytime Fitness, through its parent company Self Esteem Brands, is partnering with Apple Fitness+ to offer users a new way to workout both digitally and in person. Starting from December 1, 2023, Anytime Fitness members across the U.S. and Canada will have access to an Apple Fitness+ subscription included in their membership at no extra cost.

The partnership marks Apple’s first deal with a gym or health club and demonstrates the increasing trend of digital and in-person fitness companies coming together to offer consumers more omnichannel experiences. 

Anytime Fitness has more than 5,200 club locations across 42 countries and offers personalized training and nutrition for its members, who also have 24/7 access to clubs. Prospective Anytime Fitness members who try the gym for free can enjoy a complimentary Apple Fitness+ trial for up to three months, and Apple Fitness+ users who join Anytime Fitness and sign up for at least a 13-month membership will receive their first 30 days of the app free of charge. 

“Every one of our members gets a personalized plan, and we’re thrilled to integrate the power of Apple Fitness+ content with the Anytime Fitness App to help them further individualize the ways they achieve and sustain their goals,” said Stacy Anderson, president of Anytime Fitness.

Jay Blahnik, vice president of fitness technologies at Apple, also expressed excitement about the partnership.

“Apple Fitness+ was designed to be welcoming to all no matter where they are in their fitness journey, so whether members are looking for a supplement to their coaching through Anytime Fitness or guidance for how to get started on their fitness journey at the gym, there is something for everyone,” Blahnik said.

Apple, Anytime Embrace Hybrid Fitness

Apple Fitness+ offers users access to a library of workouts and meditations, with options ranging from high-intensity interval training (HIIT) to yoga. The service is led by a team of experienced trainers and provides real-time metrics for Apple Watch users, as well as personalized playlists.

As consumers continue to figure out their ideal balance between in-person and digital, companies will need to stay ahead of their fluctuating needs.

“More people than ever are seeking personalized help for their physical and mental health, and we are moving with intention to expand the ways Anytime Fitness can meet them where they are,” said Chuck Runyon, co-founder and CEO of Self Esteem Brands. “Our goal is to support people around the world as they strive to live healthier lives by providing them with everything they need along the way. A personalized experience that combines Anytime Fitness access and Apple Fitness+ content is a strong step in that direction, and we are motivated to reach more people than ever and help improve their physical and mental wellbeing.”

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