Jim Rowley, Crunch Fitness worldwide CEO, joins the show in the latest episode of ATN “Unscripted.” A 30-plus year fitness industry vet, Rowley oversees day-to-day operations, development, franchising and marketing for Crunch’s 410-plus locations. He also proudly served as a United States Marine for eight years.

“Unscripted” co-hosts Edward Hertzman, Athletech News’ founder and CEO, and Eric Malzone join Rowley to discuss Crunch’s future amid the rapidly evolving fitness and wellness industry. Topics such as what Crunch looks for in its franchise partners, the place of GLP-1 weight-loss drugs in fitness and the decline – but also possible resurgence – of cardio are all explored. 

Watch this episode of “Unscripted” for unfiltered takes on the following:

• How gyms can get the most out of each month of the year
• Why there’s still no shortcuts in fitness, even with science
• Crunch’s future goals and ambitions

Key Talking Points:

(0:00 – 0:47) Introductions

(0:47 – 1:55) Crunch Fitness’ wins in 2023

(1:55 – 5:24) Applying different strategies in different months

(5:24 – 9:55) Staying focused internally amidst the noise from competitors 

(9:55 – 20:31) There’s no quick substitute for hard work in the gym

(20:31 – 22:09) Evolution at Crunch 

(22:09 – 28:05) Following what’s trending while staying ready for shifts

(28:05 – 30:32) Crunch’s goals for 2024

(30:32 – 33:22) Who’s an ideal franchisee for Crunch?

(33:22 – 35:00) Crunch’s real estate involvement from the top

(35:00 – 40:26) Getting involved in the recovery space

(40:26 – 49:36) Final thoughts

The post Watch Now: Crunch Fitness CEO Jim Rowley Joins ATN ‘Unscripted’ Podcast appeared first on Athletech News.

Jarron Aizen, Founder and CEO of Hapana, a leading software provider for gyms and fitness businesses, joins Athletech News Founder and CEO Edward Hertzman in this exclusive “Fireside Chat” interview. 

Aizen offers analysis on different ways fitness brands can expand globally, even touching on his own experience after successfully bringing Hapana to North America. 

The pair also discuss new industry trends such as integrating recovery or mental health into fitness facilities, why it’s necessary for international brands to understand cultural differences in different communities, and why consistency is key across multiple locations. The sit-down is a must-watch for any organization looking to go international this year. 

Watch the full interview here for expert commentary on the following:

• The do’s and don’ts of international expansion for fitness brands
• How different brands can and should go global in different ways
• Future of the fitness industry from a tech supplier perspective

Key Talking Points:

(0:00 – 1:14 ) Introductions

(1:14 – 4:26) Trends in the industry for 2024

(4:26 – 10:38) Initial challenges and mistakes to avoid with global expansion

(10:38 – 14:17) Establishing consistency with brands scaling in different ways

(14:17 – 18:04) What brands going global immediately need to know

(18:04 – 20:36) Why brands need to communicate to certain regions in specific ways

(20:36 – 24:50) The expertise and flexibility that separate Hapana from the competition

(24:50 – 27:20) Why caution is still required when expanding

(27:20 – 28:55) Wrap up

The post Fireside Chat: Hapana’s Jarron Aizen on Global Expansion for Fitness Brands appeared first on Athletech News.

Dorothy Kilroy, chief commercial officer at Oura, joins the show in Athletech News’ latest installment of the “Unscripted” podcast. While Kilroy started at Oura less than a year ago, she’s a long-tenured consumer, having worn the company’s wearable smart ring for almost five years now. 

Alongside “Unscripted” co-hosts Edward Hertzman, Athletech’s founder and CEO, and Eric Malzone, Kilroy discusses the ultra-popular Oura Ring and what’s next for Oura while also breaking down what she’s seen of the wearable industry as a whole. How wearables can assist, but not replace, medical professionals is also discussed during the podcast, along with how Oura caters to other key demographics. 

Watch this episode of “Unscripted” for unfiltered takes on the following:

• How Oura separates itself from the wearables pack
• Relationships with key demographics including females, active users and medial communities
• Futures for Oura and the wearable industry as a whole

Key Talking Points:

Introductions: (0:00 – 2:11)

Oura vs other wearables (2:11 – 4:49)

What the Oura Ring offers (4:49 – 6:24)

Responding to consumers (6:24 – 8:00)

Oura and women’s health (8:00 – 10:19)

Oura’s business model (10:19 – 13:10)

Relationship with medicine (13:10 – 16:58)

Future of wearables (16:58 – 19:49)

Accessibility and demand (19:49 – 22:04)

Artificial intelligence usage (22:04 – 24:41)

Fashion element (24:41 – 28:22)

Wrap-up/methods of contact (28:22 – 29:51)

The post Watch Now: Oura’s Dorothy Kilroy Joins ATN ‘Unscripted’ Podcast appeared first on Athletech News.

In the first-ever episode of Athletech News’ “Unscripted” series, F45 Training CEO Tom Dowd joins the podcast to discuss his experience stepping up to lead the popular global boutique fitness brand’s new regime as it moves on from a rocky past few years. 

F45 attracted Dowd as an investor years before he moved into the CEO chair in March. After seeing cracks in the company’s foundation, he jumped in to help the Mark Wahlberg-backed fitness brand weather the storm. Now, Dowd feels confident in F45’s comeback, mentioning a stronger connection between HQ and franchise locations, a more responsible approach to the company’s finances, necessary staff replacements and a variety of other improvements. 

Dowd, along with “Unscripted” co-hosts Edward Hertzman, Athletech’s founder and CEO, and Eric Malzone, also discuss the boutique fitness industry at large. 

Watch this episode of “Unscripted” for unfiltered takes on the following:

• The recent upheaval and current rebuilding efforts underway at F45 under Dowd’s watch
• Why boutique fitness is not a “fad”
• Next steps the fitness industry needs to take to further its evolution 

Key Talking Points:

The post Watch Now: F45 CEO Tom Dowd Joins ATN “Unscripted” Podcast appeared first on Athletech News.

This article is part of ATN’s DISRUPT 2023 video series, which features key conversations with executives from the most successful brands in fitness and wellness. To watch more videos, click here

As trends come and go, and consumer preferences shift, the challenge for gym designers is to create spaces that not only meet current demands but also remain adaptable to future changes. 

To explore the intricate world of gym design and fitness equipment, Aktiv Solutions founder and CEO Bryan Green joined DISRUPT 2023 presented by Athletech News to discuss how gyms and other fitness facilities can design spaces and select equipment that meet customer needs. 

“I’ve been in the gym design space for my entire career,” Green said. “So, I’m particularly passionate about it, and everything we do at Aktiv really is about designing experience.”

“Aktiv Solutions was born out of necessity,” he added. “Traditional manufacturers excel in cardio and strength, but there were gaps in the fulfillment process. Many emerging fitness categories lacked suitable equipment in commercial spaces without significant customization.”

Green shed light on the practical challenges that inspired Aktiv to take action. It was Green’s own wife, an aerial yoga instructor, who faced the frustration of the lack of suitable equipment in commercial spaces for her fitness regimen. This experience prompted Green to jump headfirst into the world of gym design. 

“We’re very careful about what we bring to the market,” Green noted. “We’re not adding value if we’re not creating something to make a difference.”

Use Space to Your Advantage

The guiding principle behind Aktiv’s approach is to focus on optimizing gym spaces. It’s not just about adding more equipment; it’s about providing solutions that enhance safety, functionality, and the effective utilization of space. 

One of the most prominent challenges in the fitness industry is its trend-centric nature. While some operators excel at staying current with these trends, others struggle to keep pace. 

In Green’s view, the dynamic nature of the fitness business makes it crucial for operators to avoid overcommitting to a single trend. Instead, they should focus on preserving and optimizing space. This entails creating spaces that not only cater to current trends but also offer flexibility to accommodate future changes and a variety of fitness modalities.

Go Beyond Pure Fitness Offerings

Diversification is a key element in staying relevant and meeting the diverse needs of gym-goers. Green emphasized that operators should balance their offerings and incorporate modalities beyond traditional exercise.

“Balance is key. It’s not just about exercise. It’s about offering well-being experiences. Incorporating recovery-based modalities, hot and cold treatments, and myofascial work is essential,” Green said. “Operators must understand that you can’t just mix everything together. Design is crucial in balancing high-energy and low-energy zones, creating a journey that supports well-being.”

With the fitness industry extending its reach beyond traditional gym spaces, Green discussed the evolution of gym design in various settings. 

“The emerging markets, such as hotels, residential real estate, and corporate wellness, offer the convenience of exercise,” he says. “Smaller, more tailored spaces are becoming immersive and impactful.” 

Integrating Tech

The conversation with Aktiv’s CEO also touched upon the crucial role of technology in modern gym design. 

“Technology is essential because guidance is crucial. Digital platforms provide guidance and personalization. They help users navigate their fitness journey,” Green says.

While live coaching is valuable, it may not always be economically feasible. Hence, digital platforms offer an accessible and cost-effective means of guiding individuals through their fitness journeys. The integration of technology into gym spaces, as Green emphasized, should be purposeful and seamless. The objective is to maximize the benefits users can derive from these platforms, ensuring that they have a guided and personalized fitness experience.

“The gym of the future won’t look radically different, but it will become more sophisticated and technology-driven,” Green predicts. “Personalized workouts through biometrics and real-time feedback are on the horizon.”

The post Aktiv CEO Bryan Green on The Future of Fitness Facility Design appeared first on Athletech News.

This article is part of ATN’s DISRUPT 2023 video series, which features key conversations with executives from the most successful brands in fitness and wellness. To watch more videos, click here

The general appetite for investing in fitness and wellness companies has cooled off quite a bit from its pandemic-era high, although the long-term prognosis for the space remains strong, according to industry experts. 

Speaking during Athletech News’ DISRUPT 2023 video series, three leaders in the private equity and venture capital spaces – Jon Canarick of North Castle Partners, Mark Grabowski of Snapdragon Capital Partners and Lance Dietz of KB Partners – gave their thoughts on the current landscape of the fitness and wellness market, including which sectors are best poised for growth despite a cloudy macroeconomic environment. 

The Fall of At-Home Fitness

Overall, the investors agreed there was too much buying in the fitness and wellness space during COVID, especially of at-home fitness companies, which has caused a lot of financial tumult and sent valuations tumbling in recent months. 

“There was way too much investing in the space by a factor of five, or something to that effect, particularly, of course, in the home fitness category,” Canarick said, noting that pandemic-era investments “were probably beyond the scale and scope of what was economically feasible for the category. As a result, you have billions and billions of dollars of burned capital that are underwater all throughout the home fitness part of the space.”

Confidence in at-home fitness companies during the pandemic likely reflected many investors’ predictions about what the long-term effects of the pandemic would be on people’s workout preferences. 

“I think there was overconfidence that this (was) a whole new world, people are all going to be working from home, there’s going to be more remote work, (and) people are going to want to now work out at home and not go back to the gym,” Grabowski said. 

Brick-and-Mortar Fitness Is Back

It’s certainly not all bad for the fitness and wellness industry post-pandemic. The flip side of the at-home fitness debacle is that in-person experiences are booming as people seek social interaction in gyms and studios.

“People had habits that they’re going back to,” Dietz said. “We think in-person experiences are very valuable to human nature so you see a lot of people going back to brick-and-mortar.”

Canarick agreed that we’re witnessing a “really strong recovery of brick-and-mortar fitness,” but he noted that hybrid fitness is likely here to stay as many consumers now prefer a blend of working out in person and at home.

“Peloton has had their fair share of challenges but they still have gained an enormous market share of monthly workouts,” Canarick said by way of example.

As people return to in-person activities, the concept of “community” is more important than ever, Dietz believes. Fitness and wellness businesses that are able to build products and services that foster connection are more likely to be attractive to investment firms in the current environment.

“It’s a buzzword at times, but it’s also one that I think has a meaningful impact on long-term value for the user experience,” Dietz said of the power of community.  

“Where community can address loneliness and the ability to be a bit healthier because you have people around you I think is a really interesting opportunity,” he added.

The Newcomers: Recovery, Fitness Trackers & Preventative Wellness

As for what areas of fitness and wellness could be targets for increased investment moving forward, the investors identified three sectors: recovery, health and fitness trackers, and preventative wellness.

Recovery tools are moving from the niche to the mainstream thanks to the direct-to-consumer success of companies like Hyperice and Therabody and the proliferation of modalities like cold plunge, infrared sauna and cryotherapy. 

Canarick expressed excitement about the growth potential of the recovery sector as tools once only available for professional athletes find their way into the hands of the masses, although he said there may be a cap on how big the market can get. 

“There’s still a question as to the size of that market from a profitability standpoint,” Canarick said of the recovery space.

Another hot category figures to be health and fitness trackers, driven by the sudden popularity of companies like Oura, Whoop and others. However, Canarick again urged some caution since it’s unclear whether trackers will be able to gain market share with non-fitness enthusiasts, which is still most of the population.

Grabowski believes the market for health and fitness trackers could really take off, especially as consumers increasingly embrace what he calls “preventative wellness” over traditional healthcare or sickcare. 

Trackers have the ability to reach consumers outside the athlete or weekend warrior population if they’re used to help everyday people track important health metrics, Grabowski noted.

“When you think of everything from blood testing to stool samples, there you’re actually addressing some different issues,” he said. “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.” 

Long-Term Outlook Is Positive

Overall, while the market isn’t what it was pre-COVID or during the pandemic thanks to macroeconomic conditions and general global uncertainty, there’s still reason to be optimistic about the financial “health” of health, fitness and wellness, the investors believe. 

“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” and most sectors are at or are approaching pre-COVID levels.

That’s not to say growth capital will be easy to come by, at least in the short term. To make themselves attractive investment candidates in the current fraught economic environment, fitness and wellness businesses will need to show they have executive teams who can adapt to change.

“If it’s not the pandemic, then it’s inflation. If it’s not inflation, you’ve got what’s going on geopolitically,” Grabowski noted. “So I think seeing senior management teams who have proven adaptability, there’s an even bigger premium. One-note players are not as backable.”

The post Fitness & Wellness Market Healthy Despite Post-Pandemic Woes, Investors Say appeared first on Athletech News.

This article is part of ATN’s DISRUPT 2023 video series, which features key conversations with executives from the most successful brands in fitness and wellness. To watch more videos, click here

When it comes to having females in leadership roles, the fitness industry is, if you’ll pardon the expression, ahead of the curve. 

During a panel discussion entitled “Women in Charge: Leading beyond Boundaries in Fitness & Wellness,” part of Athletech News’ DISRUPT 2023 video series, a group of highly successful female fitness executives reflected on their journeys to the top of their field, the circumstances that helped get them there and the advice they would offer women trying to break into their upper ranks of fitness companies. 

With a humbleness characteristic of many successful women, Sarah Choi, chief marketing and commercial officer of CorePowerYoga, said she owes much of her achievement to being in the right place at the right time. 

“I work at a company where we have an all-female executive team. And in my past, at SoulCycle, our CEO was a female,” Choi said. “So I have been blessed with the opportunity to have a seat at the table from the start.”

Julie Cartwright, president of PVolve, also feels fortunate to run a company led by women and, acknowledged that fitness is ahead of many other industries. 

“I started my career in the late 90s. I was surrounded by really strong women executives and creators, and I guess I just thought I belonged in the room,” Cartwright said.

Rachel Lea Fishman, CEO and co-founder of Arketa, said her upbringing played a huge role in preparing her for success. 

“I am lucky to have been raised by amazing parents who always told me, as the ‘squish’ girl in the middle of my two brothers, that I can do anything,” Fishman shared.

Being treated equally growing up, Fishman said she never felt any less capable than males. 

Styles of Leadership

Do women have approaches to leadership that differ from those of their male counterparts? Words like compassion, authenticity and confidence came up frequently, as did the advantage of belonging to the demographic that was a key growth target for most fitness brands.  

Choi says that for CorePower Yoga, the ability to join forces with other women and share the love of the company’s offering and its people is particularly critical. 

”It’s been an incredible journey, just being able to be collaborative, and really show compassion. Our CEO leads from a place of love,” she said. “Our mission is to power love from the inside out. So as a result, the culture that we have built to date really invites all women to the table, and it’s a real blessing to be in environments around female leaders.”

For Pvolve’s Cartwright, keeping it real has been key. 

“I have confidence to say what I’m thinking because I know the product and I’ve got an opinion that I’m not afraid to share,” she said. “If you’ve ever heard my team talk, I’m maybe a little too emotional at times, but I just try to show up authentically for them and hope that I’m showcasing exactly what I’m expecting from them too, and that is that we just show up as ourselves and not try to be anything else.” 

Lindsay Cook, CEO and co-founder of FitOn, started her career as the only female in the room at Microsoft, and then moved to Fitbit where she was one of the only female execs. She decided to use her seat at the table to convince those companies that she had insight into the demographic group she belonged to, and feels that was a huge advantage. 

In Cook’s experience, most women possess a combination of humility and confidence that makes them eager to learn. 

“They’re willing to admit what they know and don’t know,” she said. “I love that superpower that a lot of women have, being authentic to ourselves and being willing to ask for help where it’s needed.”

Search for Mentors

Most of the women in the panel claimed to have more than one mentor, which moderator Rebecca Garity Pinto called “having your own board of directors.” 

FitOn’s Cook advises people to “build yourself a sea of mentors. I went to a conference yesterday and built two new mentors that will be with me along the way.” 

Cook feels that the more mentors you can obtain, the more information and advice you can collect, and the bigger the benefit. 

Arketa’s Fishman finds support in a smaller pool. 

“For me, that’s going to be my co-founder, the people that have invested in Arketa, and my friend that I grew up with, who mentored me in a very different way beyond education and just gives me a hug because she has no idea what a tech company does,” Fishman said. “And those are also some of the most beautiful mentors.”

Positive Momentum

Cartwright remarked on the changes the industry has undergone in the past few decades. 

“I’ve seen an advancement in the sophistication and personalization of the fitness industry,” she noted. “We’re seeing a consumer shift. The choice of what they do for fitness is something that they’re extremely proud of, part of their holistic self. They want to share what they do, the results that they get, and even what they wear, with their communities.”

CorePower Yoga’s Choi says the industry has shifted focus from physical to mental wellness, particularly after witnessing the pandemic’s impact on teens and college students. 

“Well-being is not just about the physical state of strength and of looking good, but it’s also the mindfulness aspect,” Choi said. “I felt a lot of it while I was at SoulCycle but I think it’s been magnified over the last year. And I think it’s really helped CorePower Yoga lean into our value proposition of strengthening both the body and the mind.”

The gender diversity trend shows signs of continuing. FitOn’s Cook sees more women taking over leadership in the big fitness tech and gym companies. 

“Although the leadership teams at some of the largest and oldest institutions in health and fitness are still predominantly male, I’m starting to see more CEOs at the major gym partners and tech companies being women now and I think the more that we encourage that, the more we’re going to meet the needs of our highly female customer base,” she said.

For CorePower Yoga, where 80% of the students and 90% of the employees are women, the diversity effort is in the other direction. 

“We just launched CorePower Strength X, and we really want to attract more men, so that we can have a little bit more of a balance,” Choi said. “We’re making sure that we’re not biasing towards one versus the other but also as we think about the growth of our business and the growth of yoga, how do we make this more appealing to men? Because we know men need it maybe even more than we do.”

The post The Rise of Female Leaders in Fitness & Wellness  appeared first on Athletech News.

This article is part of ATN’s DISRUPT 2023 video series, which features key conversations with executives from the most successful brands in fitness and wellness. To watch more videos, click here

While people have returned to in-person fitness in larger numbers than some industry experts predicted during the throes of the pandemic, the reality is that gyms and studios are facing stiff competition not just from each other, but from the many digital options today’s consumers have.

To attract and retain members in a world teeming with workout options, operators will need to leverage space, technology and wellness services in innovative and engaging ways.

“It’s about building these immersive environments where it’s worth the price of inconvenience to get there,” summarized Bryan Green, founder and CEO of Aktiv Solutions, a leading commercial and home gym design company.

Here are a few ways facilities can go about creating those immersive environments, according to Green and three other fitness and wellness industry executives, all of whom shared the virtual stage during the “Gym of the Future” panel at DISRUPT 2023 presented by Athletech News.

Create ‘Energy & Atmosphere’ Through Physical Space

Gone are the days of the big-box gym filled to the brim with cardio machines and single-exercise strength training equipment. The gym of the future is open, with less equipment and more room for community and connection.

“The industry has gone through a major shift post-COVID, probably 25 to 30%, maybe even 35%, of the cardio equipment is either not being used or has been removed,” noted Jeff Esswein, vice president of business development commercial sales U.S. and Canada for Freemotion Fitness. “When you look at the commercial setting, … there’s been a lot more focus on movement, functional training and strength training.”

Green, too, has noticed a “tremendous thinning out of equipment” at fitness facilities, which are increasingly favoring functional training spaces with large, open floor plans.

This change in layout is partly due to the rising popularity of strength training, Green notes. But he says it presents an opportunity for gyms to create engaging spaces for their members to interact with personal trainers and other gym goers, mimicking some of the community aspects commonly found in boutique fitness settings. 

“Energy begets energy,” Green notes. “Getting people together, not necessarily training together in the same class per se, but training amongst each other, creating that collective energy … but also a sense of purpose and reason.” 

Gyms should take advantage of open spaces on the fitness floor by encouraging personal trainers to offer live guidance to members, Green advises. If live guidance isn’t possible, operators should look to offer virtual coaching through tools like digital screens, he says.

“Opening up floor plans, creating a guided solution, and creating atmosphere and experience, ultimately, are the keys,” Green says of how operators can compete in the modern fitness world. 

Leverage Wellness & Recovery 

Wellness continues to play a bigger and bigger role in the lives of everyday people, especially fitness enthusiasts, who are increasingly attuned to the latest in recovery, longevity and holistic health.

Star Sage, senior director of business development at Hyperice, notes that gyms can drive engagement by giving their members access to Hyperice’s high-tech recovery products, the same tools that are used by pro athletes like Patrick Mahomes.

“The same feeling that you get in a professional training locker room, why can’t that be in a fitness facility?” Sage said. 

Gyms can use Hyperice products as part of a normal membership plan, as a personal training perk or even as an a la carte option to drive extra attendance, Sage suggested. 

“We started to see that (operators) are charging by the minute for a Normatec compression session, people are jumping in for 30 dollars for 30 minutes, and are coming in now (to the gym) two or three times a day.”

Sage even floated the idea of “recovery nights,” where fitness facilities plan entire events around giving members access to recovery products. 

“It’s getting back to this community base of people having fun with our products like a locker-room style, where you’re not just going to a bar,” Sage said, noting that alcohol consumption rates are lower among Gen Z, a generation that’s leading the wellness push.

Green agreed that modern fitness facilities must offer their members wellness options in order to stay competitive. He identified hot and cold therapies like sauna and cold plunge baths as other wellness modalities gyms can look to add. 

“Beyond the exercise realm, you’re not relevant today if you’re not (part of) the total solution for wellness,” Green said. 

Embrace Digital Content 

It should be no surprise that the “gym of the future” will be heavily influenced by technology, especially digital fitness content, which proliferated during COVID and has emerged as one of the pandemic’s lasting effects on the industry. 

Alex Isaly, vice president of programming and head of content at Xponential Fitness, spoke about how the boutique fitness franchisor is embracing digital content. Xponential has leaned heavily into XPlus, its on-demand solution that allows people to watch digital workout content from brands like Club Pilates, StretchLab and Pure Barre.

Isaly noted that Xponential views digital content not as an end in and of itself, but as a means to get more people familiar with its boutique fitness brands to ultimately drive class attendance inside the four walls of the studio. 

“With Xponential, it’s really important to understand that this is not about an in-real-life experience versus a digital experience,” he said. “We see our digital offering really as an extension and a value-add to our members and our franchise partners.”

Esswein also pointed to the importance of digital content as a way for operators to engage their members even when they’re inside the four walls of the facility. Freemotion’s cardio equipment comes loaded with iFit workout content, so gyms can create a user experience that’s more engaging than traditional machines.

“Freemotion is really a content delivery company,” Esswein said. “And we’ve seen our iFit content play a big role in that, to where an individual can be engaged in their experience (at the gym).”

Whether it’s through digital content, wellness and recovery services, or manipulating physical space, operators should focus on engaging their members above all else.

“What can we offer differently to help provide a solution that’s experiential or that’s engaging?” Esswein said. “Because at the end of the day, everybody wants the member to be engaged in whatever they’re doing.”

The post The Gym of the Future Must Be ‘Immersive,’ Fitness Execs Say appeared first on Athletech News.