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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Women’s History Month commemorates the achievements and struggles of women throughout history and casts a light on the evolving roles and burgeoning presence of women. The fitness industry serves as a prime example of this evolution.

Historically, the fitness world mirrored many other sectors, with men predominantly occupying the roles of personal trainers, health coaches and group instructors. Today, women are participating in fitness at higher rates and stepping into roles of leadership and influence as personal trainers, health coaches and business owners while continuing to overcome barriers to success.

The Female Fitness Experience

Initially, women’s involvement in fitness was relegated to specific segments, such as aerobics or women-only gyms, reflecting broader stereotypes and societal expectations of the time. These roles, while important, represented a narrow view of women’s capabilities.

As the decades passed, the fitness industry began to see a gradual change fueled by shifting societal attitudes and women began to assert their presence, breaking through stereotypes and redefining what it means to be a fitness professional.

Maria Luque, PhD, MS, CHES, ACE-CPT, ACE-FNS, educator and founder of Fitness in Menopause, says that, as a fitness professional with over two decades of experience in this industry, and exclusively working with women for over 10 years, she’s witnessed a remarkable transformation in the industry’s approach to women’s roles as personal trainers and health coaches.

“Initially, there was a prevalent stereotype that women were primarily clients rather than leaders in the fitness space,” Luque says. “However, there has been a significant shift towards recognizing women as knowledgeable and skilled professionals in this field, a change that should inspire and motivate all of us.”

Judi Sheppard Missett is a quintessential example of female innovation and leadership. In 1969, Missett founded Jazzercise, a dance-based fitness program that seamlessly blended jazz dance with exercise, strength training and stretching. 

Missett, who is worth around $100 million, has turned her brainchild into a global empire, encouraging women to embrace entrepreneurship within the fitness industry.

Other examples of women who are making inroads in fitness entrepreneurship and leadership are ClassPass founder Payal Kadakia, whose net worth is at least $60 million, and Robin Arzón, the Vice President of Fitness Programming at Peloton, who has emerged as a prominent figure and highly popular instructor for the brand.

The Gender Pay Gap

Women in the fitness industry often confront gender biases that undermine their professional credibility and contribute to pay disparities compared to their male counterparts.

For instance, female personal trainers and health coaches may face skepticism regarding their expertise and physical capabilities, a challenge seldom faced by men. These biases can extend to compensation, where, despite equal qualifications and responsibilities, women frequently earn less. 

A 2021 salary survey from the The Personal Trainer Development Center (PTDC), found that women, on average, earn 68% of what men earn for substantially similar work. In the personal training world, the gap is even larger, with female personal trainers earning 66% of what male personal trainers make, with male survey respondents reporting an annual average income of $54,514, while female respondents reported an average income of $35,945.

Irene Lewis McCormick, MS, personal trainer and award-winning educator, says the conversation about gender biases and pay disparities is not unique to the fitness industry; it’s a nationwide issue affecting various professions, where the quality of service is becoming more important than the mere hour spent delivering the fitness service. She advocates for a shift in the fitness industry’s compensation structure. 

“I would like to move away from a time-based model to one that recognizes the value of the fitness pros’ experience and expertise,” McCormick says.

Women Are Not Small Men

Another relevant angle when it comes to women overcoming barriers is in exercise science research and how women have been underrepresented. This is important because good program design hinges on available research and education.

Susane Pata, NASM content strategist and global master instructor, is eager to help change that conversation.

Pata’s journey of discovery led her to the work of Dr. Stacy Sims, a figure who has become synonymous with innovation in the field of female athletics. Pata reflects on her initial encounter with Sims’ research and the realization that there was “someone out there focused on the female athlete.” 

According to Pata, Sims has opened new avenues for “discussions about female athletes: their health, performance, wellness and longevity—all in new ways based on the latest research” and highlights a popular quote from Sims: “women are not small men,” a simple yet powerful statement that challenges longstanding biases in sports science. 

This assertion not only emphasizes the biological differences between men and women but also marks a significant shift in how female athletes are perceived and studied.

“She is now putting conversations about the female athlete on the table—conversations and comparisons that were never there before,” Pata notes. 

Pata also admires athletes like Tia-Clair Toomey. The discourse surrounding Toomey, whether it involves criticism or praise, “makes a space at the table for female athletes,” showcasing their undeniable talent and dedication.

Pata ties these observations to a broader narrative of gender equality and collaboration in sports.

“So whereas obvious physiological gender differences exist, women like these are showing that you can have a seat at the table with men,” Pata says.

Opportunities Ahead for All

The demand for personal trainers and fitness instructors has surged over the past decade, with the Bureau of Labor Statistics projecting a 15% growth between 2019 and 2029. This expansion is set to add approximately 57,600 more trainers over the next 10 years, suggesting the growing influence of women in the industry. 

Pata encourages other female fitness professionals to take advantage of the upswing and to keep learning. 

“Knowledge is power, and … it is highly advantageous to go in armed with knowledge and never be complacent,” she says. “Just because you took one certification does not mean the learning stops there. It never ends.”

For women new to the industry or who need advice, Pata suggests they “try a little bit of everything” because it can “inform future decisions, especially those in it for the long game.”

McCormick, an industry veteran, says that while there are trailblazing women who have taken on significant roles and have been recognized for their contributions, the fitness industry still has a long way to go to achieve gender balance; perhaps particularly in executive roles. 

“The representation of women in leadership positions in the fitness industry is a topic of concern,” McCormick says. “According to a survey, 47% of men work in leadership roles in fitness compared to only 36% of women. Men comprise 70% of gym owners and women account for 29%.”

Luque is encouraged by the changes she sees in the industry but agrees that there is more work to be done, echoing McCormick’s perspective. 

“As more women enter the fitness profession, there’s a greater emphasis on inclusivity, diversity and recognizing the unique needs and experiences of women in fitness and health coaching,” says Luque.

“These shifts not only provide more opportunities for women to thrive professionally but also contribute to a more balanced and inclusive fitness industry that better serves the diverse needs of all individuals, regardless of gender,” she adds.

The post How Women Are Redefining Fitness on Their Own Terms appeared first on Athletech News.

Blueshift Nutrition, which offers a full line of nutritional supplements delivered in drink form, is extending its outreach, agreeing to a deal to place its products across Xponential Fitness’ family of nine boutique fitness brands. This includes Club Pilates, CycleBar, YogaSix, Row House, Pure Barre, Rumble Boxing, BFT, StretchLab and AKT locations.

Blueshift’s Superblend drinks will headline these offerings. Superblends combine superfoods with science-backed nutrients in liquid form via dissolvable pods, which Blueshift says overcomes the limitations of nutritional pills or gummies.

According to Blueshift, Superblend flavors vary and are less sweet than typical sports nutrition and wellness products, giving them a “craft mocktail” taste. The drinks also have no added sugar or artificial sweeteners. They break down into 12 different categories, focusing on elements such as immunity, digestion and gut health, bone and joint health, alcohol detox and liver support, women’s health and beauty from within, just to name a few. 

“We are thrilled to be partnering with Xponential to bring our Superblends to their diverse community of fitness enthusiasts in the United States,” said Paal Gisholt, CEO of Blueshift Nutrition. “This collaboration aligns perfectly with our mission to promote peak performance and healthy aging while making supplements easy and enjoyable to take.”

Delicious Living magazine recently awarded the Blueshift supplement line seven consumer and retailer favorite awards — the most of any supplement or functional beverage brand. Winners included Blueshift Electrolyte as Favorite Sports Nutrition Product, Blueshift Turmeric as Best New Supplement and Blueshift Sleep as Favorite Functional Beverage.

Xponential’s partnership with Blueshift comes as other boutique fitness brands have done similar nutrition-focused collaborations.

Ascent Protein recently agreed to a deal with Orangetheory Fitness to put its protein powders in OTF studio locations. Barry’s also has a partnership with Factor to place the brand’s ready-made meals in its studios nationwide.

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In the public relations space, some are built with a natural passion or skill-set for the work, much like you’d say someone is a natural “go-getter” or “people person.” Nicole Dunn, CEO of Dunn Pellier Media, is all of the above.

Dunn Pellier Media has worked with top brands such as F45 Training, Les Mills, Orangetheory Fitness, and Club Pilates, establishing itself as one of the top public relations firms in fitness. But while Dunn has always had the personal tools to build a top agency, getting to this point still took determination and savvy, especially in her early days coming from another industry.

Grinding to the Top

Before starting Dunn Pellier Media, Dunn spent 14 years working in television, at one point helping to produce a Dr. Phil spin-off series called “Decision House.” She led a 50+ member team, overseeing all aspects of production from talent and guest bookings to writing scripts.

“The demands were intense, often stretching into 16-hour workdays,” Dunn recalled. “Amidst the competitive landscape, particularly dominated by men, I started to question what I was doing and how hard I worked for someone else.”

That questioning eventually led her to create Dunn Pellier Media. After receiving guidance from a business coach and an all-female “mastermind” group in Los Angeles, she went on to launch the PR agency. 

“Initially, I was hesitant to leave television, but I realized that with the versatility of my skill set in producing television and the potential for crossover into public relations, that it would work,” she said. “Encouraged by my mastermind group and my husband’s collective wisdom, I leaped.”

Amid that leap, she had an inspiring and helpful partner beside her in Tony Horton. The P90X star became one of Dunn’s first clients and was instrumental in helping her interest in fitness blossom into a true passion. 

“Witnessing the profound personal transformations sparked by his workouts ignited a fire within me,” said Dunn. “In our early days, Tony challenged me to reevaluate my fitness regimen, bluntly dismissing that my ‘daily dog walks’ just didn’t make the fitness cut. His insistence and encouragement to create a workout routine was a pivotal moment that marked a profound shift in my lifestyle and my future career.”

As their partnership grew, potential clients started flocking to Dunn Pellier Media, hoping to replicate the success enjoyed by Horton. From there, a thriving business unfolded, eventually growing to expand its portfolio beyond personalities and feature a wider spectrum of health and wellness organizations. 

Separation from the Pack

Besides its impressive client list, Dunn Pellier Media also distinguished itself from multiple competitors in the public relations arena. Working to be a “dedicated health partner” rather than just manning the PR department for its clients, DPM crafts and molds wellness narratives with impactful storytelling. 

The agency’s extensive experience and notable relationships across the industry also make a difference. Along with industry giants like Orangetheory and Club Pilates, Dunn Pellier Media also works with Bulldog Yoga, MyNetDiary and Essentia Mattress. 

“We have deep-rooted relationships with both the media and the wellness marketplace,” said Dunn. “For 17 years we have attended almost all fitness, wellness, and biohacking conferences to meet our community and make ourselves a part of this community.”

Those relationship-building skills trickle down from the top. 

“One of my greatest strengths lies in my ability to connect with people — a trait that has been evident since childhood, as my father often noted my natural gift for conversation,” Dunn said. “I’ve always been genuinely intrigued by people, eager to find out what drives them while learning about their passions. This innate curiosity serves as a significant advantage for our company, as it enables me to forge meaningful connections and foster growth opportunities in the fitness and wellness space.”

Additionally, Dunn Pellier Media’s specific focus on public relations in the health and wellness sector helps differentiate it from the pack. Few, if any, other companies stand so equipped on both the fitness and PR front. 

“What sets us apart is our genuine integration within the wellness community, a distinction few firms can claim,” said Dunn. “We’ve cultivated deep-rooted relationships and solid expertise in promoting fitness, health, and wellness brands.”

The Future of DPM & More 

Dunn sees merging Dunn Pellier Media with a prominent PR firm in need of DPM’s distinct health and wellness expertise as something to strive for in the long term future. 

“By joining forces with a much larger firm, we aim to bring our unique perspective and specialized knowledge to a broader audience, further solidifying our position as leaders in wellness-focused public relations,” she said. “Together, we can amplify our impact and offer clients a comprehensive suite of services that seamlessly blend expertise, community, and authenticity.”

However, a more immediate goal involves combating gender discrimination in health and wellness. In the current calendar year, Dunn mentioned an intent to address the disparity in funding for research into women’s health. 

With help from the Goldman Sachs 10K Small Business Program, from which Dunn recently graduated, she plans to launch an online platform that will fill the gap in research and data for women aged 45 years and older. The project is still in its development phase, as Dunn noted she’s currently preparing a pitch deck to engage leading female funders invested in women’s health to have them help support the platform. 

“We can’t improve what we don’t measure, and this platform brings the data and research together for better health outcomes and reducing the cost of disease for women,” Dunn said. “We have been left out of critical health and wellness research studies and that needs to change!”

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The fitness franchise industry has seen remarkable transformations over the years, with 2024 marking a pivotal point in its evolution.

Amidst a landscape of innovation, sustainability and personalized wellness, fitness franchises are redefining what it means to be fit, both physically and mentally. With high CAGR growth, the Fitness Franchise industry is flushed with interest amongst new franchise investors and new founders. At the heart of this transformation is a cadre of visionary leaders who exemplify the drive and innovation steering the industry forward.

To get a pulse on the fitness franchise category growth and forecast in 2024, we dove into the details with helpful insight from a well-known leader in the space. 

Franchise Growth by The Numbers

Franchises like F45 Training and Orangetheory Fitness have rapidly expanded their global footprint, with F45 Training boasting over 1,700 locations and Orangetheory Fitness over 1,500 locations worldwide. These numbers underscore the scalability and consumer appeal of these fitness models, particularly in offering high-intensity interval training (HIIT) and heart-rate-based workouts that promise effective and efficient fitness results​​. 

Another growth player in the industry yielding significant growth in locations is Fit Body Boot Camp, with nearly 300 locations system wide as of 2024. The organization has twice been listed among Entrepreneur Magazine’s 500 fastest-growing franchises and four times listed on Inc. Fit Body is a great example of high growth within the category, showing potential future growth as a strong indicator for the industry as a whole.

Strategic Considerations for Franchisees

For outsiders looking to enter the fitness franchise industry, understanding trends and consumer behaviors is crucial. The growth in online fitness, the importance of catering to older demographics and the success of specialized fitness franchises offer valuable insights into where the market is headed. 

Additionally, the resilience shown by the industry in the face of economic challenges suggests a strong underlying demand for health and fitness services, making this an opportune time to invest in or expand within the fitness franchise sector. As the fitness industry continues to evolve, staying informed about these trends and leveraging them in business planning and strategy will be key to success in the competitive landscape of 2024 and beyond. 

“At Fit Body Boot Camp, we believe that the key to success lies not just in adapting to trends, but in anticipating them, ensuring that we provide an unmatched fitness experience that meets the diverse needs of our evolving clients,” says Bryce Henson CEO of Fit Body Boot Camp. “There will always be a need for preventive health and wellness services and fitness franchising has become a leading business solution for this ever-growing societal demand.”

“It’s an opportune time for entrepreneurs to invest in a sector where impact and profitability go hand in hand and a growing industry shows indicators of continued bright horizons,” Henson adds.

Technology Integration

The integration of technology into fitness routines has significantly transformed the industry, making workouts more accessible and personalized. Wearable devices now track everything from steps to sleep, offering insights that help users optimize their health routines.

Fitness apps have grown smarter, employing AI to create tailored workout and nutrition plans, adjusting to feedback and progress in real-time. Virtual and augmented reality technologies have introduced immersive exercise experiences, turning routine workouts into engaging adventures. These advancements allow users to explore virtual landscapes or participate in gamified fitness challenges, making exercise more enjoyable and varied.

AI extends beyond personalization, utilizing predictive analytics to prevent injuries by recommending adjustments in workout intensity or form. It also facilitates seamless integration between various devices and platforms, ensuring that users have a holistic view of their health data.

Moreover, the shift towards online and hybrid fitness offerings has democratized access to fitness, enabling users to join classes from anywhere, at any time. This flexibility caters to today’s diverse lifestyles, ensuring that fitness is within reach for everyone, regardless of their schedule or location.

“The integration of AI has been able to bridge the gap between providing personalized recommendations and scalability,” Henson says. “Now being able to both help more people and deliver better client results.”

Community & Corporate Social Responsibility

The fitness franchise industry in 2024 has witnessed a significant evolution, driven not just by the goal of improving physical health but also by a profound commitment to enriching community life and embracing corporate social responsibility (CSR). This transformative approach underscores a broader, more integrated vision of wellness that extends beyond individual fitness goals to encompass societal well-being and environmental sustainability.

Franchises are increasingly active in local communities, leveraging their platforms to foster a sense of unity and engagement. From organizing health awareness events to participating in local clean-ups, the industry’s efforts are aimed at building stronger, healthier communities.

This engagement also extends to supporting charitable causes, with many franchises aligning with organizations that tackle a wide range of issues from mental health to environmental conservation. Such partnerships not only amplify the impact of non-profits but also resonate with consumers who prioritize businesses that contribute positively to society.

Inclusivity has become a cornerstone of the industry’s CSR initiatives. Recognizing the diverse needs of their clientele, fitness franchises are striving to create welcoming environments for all individuals, regardless of their background, ability, or financial status. This includes offering tailored programs for underserved populations and ensuring facilities are accessible to everyone. Such efforts reflect a commitment to breaking down barriers to fitness and wellness, fostering a culture of inclusivity and support.

“The industry’s embrace of corporate social responsibility and community engagement reflects a deeper recognition of our role beyond the gym walls,” Henson says. “By actively participating in local initiatives, we’re not just advocating for individual health but for the collective well-being of our communities. This approach is about forging connections, breaking down barriers to access and ensuring that our contributions leave a lasting positive impact on society.”

Final Thoughts

In 2024, the fitness franchise industry is poised to redefine wellness through a blend of innovative technology, enhanced community engagement and a robust commitment to inclusivity and environmental sustainability. This year is set to witness fitness franchises leveraging advanced digital tools to offer personalized workout experiences, making fitness more accessible to a wider audience.

The emphasis on corporate social responsibility is expected to strengthen ties with local communities, highlighting the industry’s role in promoting societal well-being. As fitness franchises continue to evolve, leaders are not only catering to the changing needs of today’s health-conscious consumers but are also laying the groundwork for a future where fitness is an integral part of a holistic approach to health.

This forward-thinking approach promises to shape the landscape of the fitness industry, ensuring that it remains at the forefront of promoting wellness, inclusivity and sustainability.

The post Shaping the Future: The Evolution of Fitness Franchises in 2024 appeared first on Athletech News.

TRX Training celebrated its 20-year anniversary by making history, hosting the largest suspension training class ever recorded and setting a new Guinness World Records mark.

The event took place during TRX’s International Training Summit at the 2004 Summer Olympics grounds in Athens, Greece. A group of 422 participants came together to celebrate this milestone in the world of functional training. 

“The size of this record-breaking suspension training class in Athens demonstrates TRX’s global leadership in functional training,” said TRX CEO, Jack Daly. “TRX has been the most versatile piece of exercise equipment available since US Navy SEAL Randy Hetrick brought it to market 20 years ago.”

The TRX Training Summit, held in collaboration with one of Greece’s top fitness groups, Alterlife, attracted over 600 attendees, making it the largest summit in TRX’s two-decade history. Fitness instructors, coaches, and enthusiasts from around the world congregated at the Olympic basketball arena for two days of immersive training and coaching sessions aimed at inspiring the next generation of TRX Trainers.

The Guinness World Records title is a signal that TRX is committed to continued global expansion.

TRX has had an eventful past year, launching new products in partnerships with top fitness brands. The company created custom suspension trainers in collaboration with Xponential Fitness brands YogaSix and Club Pilates as well as Orangetheory Fitness.

Last year, TRX acquired YBell Fitness, which makes a kettlebell-dumbbell combination product, and signed a multi-year lease in Delray Beach for a 12,000-square-foot property, moving its global headquarters to Florida from San Francisco. The move was part of the brand’s strategic shift after its acquisition by Daly, which also saw Hetrick return to the company he founded as its chairman.

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When it comes to health and fitness, the franchise market is booming. But Jamie Weeks is approaching things differently – on every level.

Week’s rapidly expanding brand, SWTHZ – a premium-experience contrast therapy studio featuring infrared sauna, cold plunge and Vitamin C showers – launched in 2019 and now boasts 15 studios in six states. By year’s end, he expects to have five times that. There are currently 50 new studios in 22 states under construction, with 24 franchisees holding 250 licenses. The brand is soon to set sights on an international launch, where a waitlist is expected.

This speed to market is unmatched, and the business model is flipping the script on the traditional franchising model. 

“We are moving at locomotive speed,” Weeks says. “I know how to scale, and we are doing it fast.”

No stranger to franchising, Weeks is one of the leading OrangeTheory Fitness operators with 142 studios. In 2019, he launched Legacy Franchise Concepts (LFC), which owns and operates the rights to SWTHZ. He is also the largest area developer with 10 open studios and 75 licenses for Dogtopia, a dog daycare brand with over 185 facilities nationally.

 A Different Approach to Franchising

There are multiple ways in which Weeks is approaching franchising differently with SWTHZ. First, he’s putting a limit on the number of franchisees.

“Many franchisors make the mistake of selling too many licenses to too many people and it becomes a tail wagging the dog scenario,” he explains. “We are being very selective to bring on a set number of capable franchisees and will then suspend additional licensing for a time in the states. Limiting the number of franchisees eliminates internal competition. In fact, the franchisees are working together toward the brand’s overall success. It’s truly a franchisee-first model where everybody wins.”

He goes on to explain other differentiating factors. 

“I am an operator myself,” he says. “Of the 15 (SWTHZ) studios open today, 11 are corporate, and we are holding several areas for further corporate expansion down the road. This tells our franchisees that we are fully vested ourselves and wholly confident in the brand’s future success.” 

Another distinction? His bullishness in opening doors. When asked where he sees the brand five years from now, Weeks says he sees north of 500 facilities in the U.S. alone.

The Value of Contrast Therapy

Weeks describes SWTHZ as a premium experience offering luxurious private suites, each outfitted with an infrared sauna and cold plunge, Vitamin-C Showers and a host of amenities and entertainment. Guests or members receive a scented or unscented cold compress upon arrival and can customize their experience with a chromotherapy color of choice. En-suite entertainment includes surround sound for streaming music, TV shows, meditation apps and podcasts. 

“The suite becomes the guests’ private sanctuary to use as they see fit,” says Weeks. “Some may want a simple cold plunge, others will indulge in the Infrared Sauna followed by a cold plunge and then a Vitamin-C shower, while others might choose to go back and forth between hot and cold therapies. There is no other place that offers this all within one room – translating to a supreme experience that’s highly personal and private.”

Members can also bring a guest to share in the experience.

Weeks says the overall concept has been met with massive success. He also says SWTHZ won’t stray from offering scientifically proven hot and cold protocol, also known as contrast therapy. 

 “A lot of studios are trying to be a bit of everything, from Cryotherapy to IV infusions to float tanks etc, and that’s not a bad thing,” he says. “But our focus is hot and cold protocol with Vitamin-C showers. These are proven natural remedies that people have been reaping huge benefits from for centuries. SWTHZ has taken these protocols and created an exceptional destination for the everyday consumer.”

Weeks himself experiences a cold plunge daily and says it’s changed his life. 

“I no longer need caffeine because the endorphins and dopamine I experience from the plunge last for hours,” he explains. “I sleep better and am more physically prepared to go harder in my workouts too.”

Other benefits of hot and cold therapy include reduced inflammation, calorie burn, skin health, improvements in heart health, circulation and lymphatic drainage, a boost in metabolism, enhanced mood and more.

The Perfect Complement to Fitness

Weeks says SWTHZ is the ideal complement to fitness given the myriad of recovery benefits of contrast therapy.

“We have a few locations where SWTHZ sits between an Orangetheory Fitness studio, a yoga studio and a Pilates studio, and that’s just perfect for us,” he says. “Patrons will work out hard and then come over to us for all the recovery and additional health benefits and walk away feeling fantastic.”

In the end, Weeks says the desire for hot and cold therapy is only going to grow.

“This is not a fad. It’s not going away, and no one offers a Contrast Therapy experience like SWTHZ.”

The post How SWTHZ Is Bringing Contrast Therapy to the Masses appeared first on Athletech News.

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

This article was updated after the event.

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Orangetheory Fitness has experienced robust growth right along with the fitness industry at large. Today, the company has more than 1,500 locations in 24 countries all while staying true to the science-based approach that put it on the map.

Rich Armstrong, chief development officer of Orangetheory Fitness, credits the company’s success to three things. 

“Larger concepts such as Orangetheory transcend local boundaries due to their widespread appeal, expert corporate guidance and passionate franchise operators who share the same vision on a global scale,” he said.

With franchising at the core of its business model, Orangetheory is mindful of its franchise partners’ desire for a strong concept, continuous support and a commitment to staying on the forefront of fitness trends.

Here, Armstrong shares with Athletech News why Orangetheory’s franchisees are so dedicated to the brand, how the company strives to enhance its member experience and what it means to have a “one brand” mindset.

The following conversation has been lightly edited for clarity and length.

Athletech News: What makes Orangetheory Fitness a concept ideal for franchising?

Rich Armstrong: Orangetheory Fitness distinguishes itself in franchising with its unique blend of science-backed workouts, innovative technology and expert coaching. Our franchise offers an accessible entry point, a streamlined operational model and the potential for attractive returns. Our scale provides exceptional support, leverage and brand development opportunities, setting us apart in the fitness industry.

ATN: What makes someone an ideal Orangetheory Fitness franchisee?

RA: We seek franchisees who are passionate about the Orangetheory brand and committed to helping people achieve their fitness goals. Financial stability and real estate expertise are important, but a strong cultural alignment with our brand values is essential.

ATN: What differentiates top-performing franchisees from those on the bottom?

RA: The key differentiator is passion. Franchisees who genuinely engage with their community and embody our brand’s ethos often experience greater success. This authentic, hands-on approach fosters a stronger community and drives the brand forward.

ATN: Why should someone pursue an Orangetheory franchise instead of another fitness concept? 

RA: Someone should pursue Orangetheory for three main reasons: the concept, the support and the model. Our workouts are the pinnacle of a holistic fitness experience, blending endurance, strength and power training, all under the guidance of certified coaches. The support from our headquarters at The Grove covers every aspect of operations, from site selection to marketing and innovation, ensuring our franchisees are always at the forefront of the fitness industry.

ATN: How do you meet the challenge of evolving a concept as times and member needs change?

RA: Our commitment to helping members live a more vibrant life drives us to evolve continuously. We’re more than just responsive to fitness trends; we’re pioneers, setting the bar for boutique fitness excellence. Our approach is visionary, anticipating and shaping the future of fitness before it becomes a member need. With a team of expert fitness and science professionals, we stay ahead of the curve, crafting innovative and effective fitness experiences that define industry standards and exceed member expectations.

Orangetheory remains true to its core concept by focusing on delivering a balanced and scientifically-backed workout experience. Even as trends shift in the fitness world, from weight loss to mental well-being, our approach continues to provide a holistic workout that caters to all aspects of health. This consistency in our mission allows us to adapt while staying true to our foundational principles.

ATN: What can franchisees expect when working with Orangetheory? 

RA: The relationship between our franchisees and corporate is built on mutual trust, clear communication and shared input. We maintain close connections, fostering an environment of authentic listening and collaboration. This ‘one brand’ mindset allows us to stay attuned to the needs and feedback of our members, ensuring we evolve in alignment with their aspirations.

ATN: What do others who are considering building their businesses via a franchise model need to know before they start?

RA: It’s important to recognize that while contractual requirements are essential, the best franchisors view the arrangement as a long-term relationship rather than just a legal agreement. At Orangetheory, we believe that strong support and collaboration lead to satisfied and passionate franchisees, which is key to a successful business endeavor.

ATN: What’s the value of a brand name in the fitness space?

RA: Having a strong brand name carries immense value. It not only aids in marketing and attracting new members but also assures quality and consistency. Orangetheory Fitness is synonymous with a positive fitness experience, a powerful tool for building trust and loyalty among our members.

ATN: How has the fitness industry and fitness franchising changed since 2010?

RA: Since 2010, the fitness industry and franchising landscape have evolved dramatically. There’s been a significant shift towards more personalized, science-based fitness experiences. Orangetheory has been at the forefront of this transformation, offering effective and adaptable workouts to individual needs and fitness abilities. The rise of digital platforms and the increasing importance of community and wellness in fitness have also been key trends shaping the industry.

ATN: What’s your outlook on the fitness market over the next five years?

RA: The next five years in the fitness market are prepared for innovative growth. We anticipate a continued focus on personalized, technology-driven experiences while integrating wellness into everyday life. Orangetheory aims to be at the forefront of this evolution, continually adapting to meet the needs of our members.

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As fitness and wellness continue to rack up consumer interest and spending, several franchises have made Entrepreneur’s 2024 Franchise 500 Ranking list, with Crunch Fitness taking the top spot among fitness brands and several Xponential Fitness brands also securing a place. 

Aside from flexing the power of the health and fitness franchise industry, Entrepreneur’s list reveals the strength of the franchise system and the lure of franchising as a lucrative business model for both budding and established entrepreneurs. 

The publication then evaluated the franchisors based on associated costs and fees, support, size and growth and brand strength.

Three Fitness Franchises Crack Top 100 

Three fitness centers/studios broke into the top hundred on the list, with Crunch Fitness (#29) taking the top spot in the category. 

The popular fitness franchise has been working on an aggressive expansion plan, while one top Michigan-based Crunch Fitness franchisee recently announced plans to open as many as 75 Crunch Fitness gyms with the support of a private equity firm.  

Following Crunch was Anytime Fitness (#77), which inked a deal with Apple Fitness+ to offer the service to its members. There are also growth plans in the works, as Omega Fitness, the second largest Anytime Fitness franchisee in the U.S., was acquired by a private equity firm late last year.

Heart-rate-based boutique fitness franchise Orangetheory Fitness secured the #96 spot. The fitness franchise has developed a loyal following and is now eyeing the U.K. as the “cornerstone” of its international growth strategy. Orangetheory recently forged a deal to acquire and expand its London studios. 

Xponential Brands Make Their Mark

Club Pilates ranked at #202, securing the top Pilates fitness franchise title. Regarded as the most well-known and successful of Xponential’s eleven brands, the franchise has been targeting expansion in Europe. Xponential also saw Pure Barre rank on the list at #224, as the brand sees strong demand in Japan as well as North America.

Notably, only one assisted stretching franchise made the top 500 list: StretchLab, which ranked at #356. Another Xponential-backed fitness franchise, StretchLab, opened an assisted stretching location every three days last year. 

Xponential’s CycleBar also took the single indoor cycling franchise spot at #411. Similarly, only one yoga franchise cracked the top ten — Xponential’s YogaSix at #472. The boutique yoga franchise has grown across the U.S. and even at sea, with a presence on Princess Cruises. 

From Boutique to Big Box

Entrepreneur’s 2024 Franchise 500 Ranking list also highlighted the top contenders in specific fitness and wellness spaces. As demand for personal training continues to grow, The Exercise Coach, a personal training franchise, took the top spot in the category at #159. 

A fitness pioneer, Gold’s Gym took the #176 spot. The long-standing fitness powerhouse brand bolstered its leadership last year with the appointment of two co-CEOs.

Burn Boot Camp (#319) also made the list as the only camp-style fitness concept. A fast-growing 45-minute fitness franchise, Burn Boot Camp offers personal training in a small group setting, ensuring clients get focused attention with its results-driven sessions. 

Mayweather Boxing + Fitness took the top boxing and functional training spot at #357, while RockBox Fitness, a growing boxing, kickboxing and functional strength training franchise, grabbed #499 on the list.

D1 Training, an athletic training franchise with 100-plus facilities, also made the list at #446. Focusing on family workouts, group training and the untapped market of scholastic training, the D1 Training franchise plans to open 50 locations while another 100 are in development.

Wellness Brands Start To Emerge

In an era where busy consumers are looking for non-invasive treatments that promote longevity, energy and a feeling of overall wellness, wellness therapy and supplement franchises are set to flourish. 

Infrared sauna and red light therapy franchisors had strong representation with Perspire Sauna Studio taking the #336 spot. The franchise has been enjoying the “wellness boom,” especially as it zeros in on the Texas market.

Anti-aging and other wellness modalities such as IV therapy, cryotherapy and peptides were honored with Prime IV Hydration & Wellness following at #389. The wellness franchise operates in over 30 states and has been significantly expanding in Arizona.

A complete list of the health and wellness franchises that made Entrepreneur’s 2024 Franchise 500 can be found here. 

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Ascent Protein has reached new heights, inking a nationwide partnership with Orangetheory Fitness that makes the sports nutrition brand the fitness franchise’s first official protein powder partner. 

Ascent, a Colorado-based nutrition brand, offers protein-packed whey and planet-based blends, each with 25g of protein and zero artificial flavors and sweeteners. As a result of the new deal, Ascent’s 100% Whey Protein Powder and Plant Protein Powder will be found at select Orangetheory Fitness locations nationwide in vanilla, chocolate and chocolate peanut butter flavors. As a nod to its new partner, Ascent created a custom 1lb bag exclusively for Orangetheory studios, featuring the fitness franchise’s logo. 

“Orangetheory Fitness is a great partner for Ascent and our mission to help athletes naturally improve their athletic performance,” said Dallas Doiron, associate director of sales for Ascent Protein. “All Ascent products are created using minimal ingredients, no artificial flavors or sweeteners and are designed to support muscle health and performance. This partnership allows consumers to conveniently grab their favorite protein products right before or after their workout at Orangetheory.”

Launched in 2016, Ascent’s products have found fans in athletes such as Dallas Cowboys running back Tony Pollard, CrossFit Games athletes Brent Fikowski and Christine Kolenbrander, and Team USA Weightlifting’s CJ Cummings and Jourdan Delacruz. In addition to post-workout recovery protein powders, Ascent offers a pre-workout blend and an iced coffee with protein powder.

“We’re excited to bring Ascent Protein on as our official Protein Powder Partner,” says Scott Brown, vice president of fitness for Orangetheory. “This collaboration offers our domestic network of over 1,300 studios a great opportunity to provide their members with an essential tool for muscle growth, tissue repair and overall recovery. It perfectly aligns with our mission to support their journeys in living a longer, healthier life.”

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

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

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

• 

  Can Connected Fitness Rebound?

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

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

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

• 

  Will In-Person Fitness Continue To Grow?

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

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

• 

  What’s Next for Weight Loss Drugs?

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

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

• 

  Will Strength Training Continue To Surge?

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

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

• 

  Can Fitness Wearables Bridge the Healthcare Gap?

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

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

• 

  Will VR Fitness Take Off?

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

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

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

Amidst a dynamic transformation in the fitness industry, the International Sports Sciences Association (ISSA) is emerging as a force of educational equity for people who want to upgrade their knowledge and help others connect with health and wellness. This extends to the burgeoning boutique fitness sector.

The global boutique fitness market is projected to soar from $48 Billion in 2022 to $79.66 Billion by 2029. Boutique fitness solutions offer practical advantages like flexible scheduling, catering to busy lives. This convenience, combined with a variety of class times, enables individuals to seamlessly integrate fitness into their hectic schedules. These studios also excel in creating a strong sense of community.

As the boutique fitness market continues its upward trend, driven by growing urban populations and evolving lifestyle trends, ISSA’s role as an educator and innovator becomes even more crucial. The organization is not just training fitness professionals; it is helping to shape the fabric of boutique fitness, ensuring that brands and their staff not only succeed, but become integral parts of their communities.

ISSA has tailored its educational programs to align with the distinctive character of boutique fitness. The organization recognizes that these studios are more than just workout spaces; they’re ecosystems where specific fitness goals, from weight loss to building strength, or just having fun while moving, are pursued with fervor.

ISSA’s courses are designed to empower coaches to meet diverse needs, equipping them with the skills to offer customized workouts and goal-oriented programs. But how, specifically, does a fitness education and certification company that’s been serving the industry for 35 years shapeshift itself to serve the specific needs of the boutique market?

Foundational Education

People don’t automatically connect the dots between a fitness education and certification company and the sometimes-insular boutique fitness realm. And yet, innovative eyes see a direct line.

ISSA believes in the power of education to elevate the fitness industry. Recognizing the needs of boutique fitness, ISSA is aligning its education with the unique requirements to be a great coach and serve all members. From foundational courses like Certified Personal Trainer to more niche offerings like 200-hour Yoga, Pilates, and Strength and Conditioning, ISSA provides an array of options to upskill fitness professionals.

“Over the last few years, we’ve been very intentional about creating partnerships that serve the growth of our industry through our education and trainer, coach, and instructor recruitment,” said Johnny August, ISSA’s Senior National Sales Manager. “This support is through diversifying learning opportunities, meaning they don’t just have to learn specific brand knowledge to be great. If they come from foundational learning and then get into brand-specific learning, they become more well-versed, well-rounded team members.”

ISSA provides all current and future team members working for preferred partner brands, with access to specially priced education, either to bring them into the ecosystem of that organization and/or to upskill them so that they are better equipped to serve the members, according to August.

The Career Pipeline & Pathway

ISSA’s influence on career trajectories within boutique fitness is notable. Many coaches start as part-timers, juggling multiple jobs, but aspire to more. ISSA’s educational pathways provide a clear path for these ambitious professionals.

ISSA’s approach is to understand each individual’s end goal and provide a path to achieve it. This could mean starting as a part-time coach but with the vision to eventually manage or own a studio. 

We create a pipeline of ISSA students and graduates who, from a very early stage, get to designate what career pathway interests them. August says. “It’s for the betterment of the industry to connect folks with their ideal career path. If they want to own a studio, we want to get them aligned with a franchise that sells studios; if they want to be a coach, we align them with a studio that’s hiring coaches.”

One advantage to this ongoing relationship is being empowered to choose from multiple education models.

“Boutique fitness studios offer a very specific product to a very specific consumer, and our Certified Personal Trainer Course lays an excellent foundation,” August says. “In the boutique environment, you must be willing to upskill yourself to serve specific members. That’s where we show up in the conversation with an abundance of certifications, particularly in the specialization realm. That’s where we serve boutique studios and future employees of those studios.”

Boutique Brands Trust ISSA

ISSA’s impact is not limited to individual coaches or clients. The organization has formed strategic partnerships with a variety of brands, offering them support in education and recruitment. 

By providing price-conscious, quality educational opportunities, ISSA helps these brands enhance their service quality and staff expertise. In terms of recruitment, ISSA serves as a vital link, connecting qualified, passionate fitness professionals with studios that need them. This symbiotic relationship has been a game-changer, addressing one of the industry’s most pressing challenges: finding and retaining top-tier coaching talent.

Camp Gladiator, which offers signature, 60-minute, full-body workouts with cardio and strength training, is an example of a partnership in action. The organization chose ISSA for its high-quality curriculum and its ability to address, with emphasis, functional fitness and whole-body training.

Britt Knighton, Camp Gladiator’s VP of Business Development, says that when they needed a nutrition certification solution, ISSA provided a great option. 

“We had 450 trainers express interest, and within 3 months, they were all certified through ISSA,” Knighton says. 

Since December 2021, ISSA has helped Camp Gladiator develop 46 new business owners.

Earlier this year, Orangetheory Fitness tapped ISSA to provide customized recruitment solutions and upskill the popular boutique fitness brand’s coaches.

Looking ahead, ISSA continues to expand its horizons. Recent acquisitions, such as the Functional Nutrition Alliance and the Health Coach Institute, have broadened ISSA’s scope beyond traditional fitness training to encompass nutrition and wellness. These acquisitions are not just about adding to ISSA’s portfolio; they represent a strategic expansion into areas that complement and enhance ISSA’s core mission.

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A collaboration between two top fitness brands, the OTF REFLEX Treadmill sets industry standards in design, force absorption and durability

In the realm of boutique fitness, finding partnerships that seamlessly blend technological innovation with a keen understanding of user needs can be rare. Enter the collaboration between Freemotion Fitness, the commercial equipment division of iFIT, and Orangetheory Fitness, a partnership that has flourished over 13 years and resulted in what Freemotion confidently asserts to be the finest treadmill in the industry or on the planet — the OTF REFLEX Treadmill.

Said to be a game-changer, the Freemotion REFLEX Treadmill outperformed its counterparts in a scientific study with a staggering 29% reduction in impact force when running. This study, conducted by a leading university, unequivocally positions the REFLEX treadmill as one of the most comfortable, impact-reducing, and performance-enhancing running machines available today.

Through five evolutions, the OTF REFLEX Treadmill has evolved to meet the exacting demands of the Orangetheory workout, enduring over 12 hours of daily, varied-intensity use. The partnership between a fitness equipment manufacturer and a boutique fitness franchise like Orangetheory is a symbiotic relationship, fostering continuous feedback loops from trainers and clients that drive improvements and innovations.

This collaboration embodies the fusion of cutting-edge technology with a deep understanding of fitness enthusiasts’ needs. The REFLEX Treadmill doesn’t just stand out; it sets a new standard for member experiences, offering unparalleled comfort, impact reduction, and performance enhancement. Freemotion’s commitment to creating the best treadmill in the industry is not just a claim; it’s a scientifically proven reality.

The Beginning of a Win-Win

The inception of this partnership coincided with Orangetheory’s early phase of franchising. The fitness brand was on a quest to find a treadmill that could not only withstand the rigors of extensive daily use but also cater to a wide range of fitness enthusiasts.

Orangetheory’s criteria were clear: a robust and safe machine for heavy usage, a design that encourages all exercisers to start and enjoy moving more, and a unit that offers an optimal training experience for all fitness levels, especially with minimal impact on the joints. 

The Freemotion REFLEX Treadmill, with its unique deck design, met these criteria, significantly reducing impact force and marking the beginning of a fruitful partnership.

“There have been several iterations of treadmills over the duration of our partnership,” says Elise Vance, Freemotion Director of Orangetheory Global Sales. “There has been significant growth over the last 13 years!” 

The journey, she says, began with practical modifications like reducing the handlebar width to accommodate more units in each studio. This was followed by integrating Orangetheory’s connected technology and software. 

Additionally, all painted plastic was removed to prevent visible wear, and the upright shroud was redesigned for easier maintenance and cleaning.

Other notable changes, according to Vance, include improving acceleration and deceleration, allowing members to reach their desired speed more quickly than before, increasing the speed to 15 MPH, introducing greater options for advanced fitness enthusiasts, and “embedding a tablet that allowed Orangetheory to integrate its own connected solution onto each and every machine, eventually (including) a 22-inch tablet on the unit, which … elevated the member experience with new technological features” 

Data-Driven Refinement

The process of developing the customized REFLEX treadmill for Orangetheory was marked by continuous collaboration and data analysis. 

Freemotion engaged closely with Orangetheory’s corporate team, studio owners, staff, and members, gathering extensive feedback. This data was reviewed with key decision-makers at Orangetheory to prioritize enhancements while adhering to budget constraints. 

“We wanted the REFLEX treadmill to be the best solution for everyone involved, so consistent communication was key,” Vance says.

The result was a treadmill that not only met but exceeded the expectations of both Orangetheory and its members.

In terms of fitness experience, Vance says the REFLEX Treadmill emerged as the perfect fit for Orangetheory’s workouts. It featured 1-STEP Controls for quick speed and incline adjustments and a flex deck that reduced impact force by 29%. These features, combined with its ability to handle excessive usage, provided a superior experience.  

Looking Ahead to Future Collaborations 

The partnership between Orangetheory and Freemotion is not just about product development; it’s a continuous dialogue aimed at improving member experiences. 

Regular meetings focus on exploring new designs, operational changes, and software features, ensuring that the equipment evolves in tandem with the changing fitness landscape. This relationship exemplifies a true partnership, with both brands committed to elevating their products and services together.

Vance says the impact of the REFLEX Treadmill on Orangetheory classes has been significant. Members have reported running without pain, a notable benefit given the heart rate zone training approach of Orangetheory workouts. 

The treadmill’s robust construction allows it to withstand the demands of continuous, back-to-back classes that involve varying speeds and inclines, a testament to its durability and advanced design.

Complementing its commitment to product excellence, Freemotion’s customer service sets a high bar. 

“From our speed to responding to issues, parts kits being strategically placed across the globe to ensure parts are easily accessible, to having an expansive service network that allows us to have a technician onsite to complete repairs within 72 hours of the issue being reported, we are focused on providing best-in-class products, experiences and service,” Vance assures.

This partnership also paves the way for future collaborations between Freemotion and other brands. 

To learn more about how you can offer your community a true omni-channel experience to enhance their lifestyle and differentiate your business, check out the 22 SERIES Cardio Line today.

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Orangetheory Fitness, a heart-rated-based total body group workout franchise, has inked a deal that accelerates its global expansion plans as Digme Fitness, a London-based boutique operator, has acquired its London studios.

The deal sees Digme Fitness become a master franchisee to Orangetheory London’s four studios in Fulham, Wandsworth, Islington and Bromley, with a base of over 1,200 clients. Plans to expand with four additional studio openings before the end of 2025 are also in the works.

“We are very excited about the partnership with Dan Williams and the team at Digme,” said Dave Long, CEO and co-founder of Orangetheory. “London is a prime market, and the community response fuels our motivation to expand in and outside the city. With our proven track record in 24 countries, and with Dan’s extensive experience in the fitness industry, we feel confident about our expansion plans in this market.”

Dan Williams, co-founder and former CEO of WIT Fitness, is leading the acquisition and strategic direction for Orangetheory London as the popular group fitness concept looks to expand its U.K. studio base with 20 new sites by 2026 through owned and franchised studio openings.

Williams says he and Digme CEO Geoff Bamber were attracted to the deal because Orangetheory appeals to a broad audience for fitness enthusiasts at any level.

“From what we’ve seen of the brand’s success globally and here in London, through a combination of its training style, coaches and community spirit – it genuinely changes lives,” Williams said.

Bamber noted that in addition to supporting the opening of more Orangetheory studios, the team will be looking to expand its franchised footprint. 

“We are therefore looking for entrepreneurs and influential fitness lovers, looking to pursue franchise opportunities, to come on board and open their own studios,” Bamber said.

The fitness franchise has long eyed the U.K. market, with Orangetheory revealing it has spent over $30 million in the U.K. to grow franchise opportunities since its inception. Orangetheory currently has over 1,500 global studios and has demonstrated its strength even during the pandemic, when it added 200 new studios from 2020 to 2022.  

Over the summer, Orangetheory tapped online fitness education organization ISSA to provide customized recruitment solutions and “up-skill” its coaches as it continues to expand.

The post Orangetheory Plots London Expansion With Digme Fitness Deal appeared first on Athletech News.

TRX Training and Orangetheory Fitness have introduced a co-branded suspension trainer at the annual Momentum Convention. It’s one of TRX’s first custom suspension trainers, according to a LinkedIn post by the fitness equipment company.

“Through multiple jam packed educational sessions and a never ending flow of energy at the TRX booth, it’s clear that TRX and OTF are primed and ready to bring some of the most exhilarating and top quality fitness experiences to their studios,” TRX posted on the networking platform.

In a Reddit community devoted to Orangetheory, users discussed the TRX post, with one person commenting that they were intrigued by an image shared of YBells that appeared to have unique weight intervals. TRX acquired Australia-based YBell Fitness over the summer to give a boost to its line of functional training equipment.

The strength-based equipment company also shared that they gave studio owners and coaches a preview of several programs and product concepts that are “currently in testing” and will be unveiled in 2024.

At the beginning of the year, TRX announced it had signed a multi-year lease for a 12,000-square-foot property in Delray Beach, with plans to move its global headquarters from San Francisco to Florida. The decision to relocate was part of TRX’s “dramatic revitalization” following its re-acquisition by TRX founder and former Navy SEAL Randy Hetrick and CEO Jack Daly.

Orangetheory Pushes Into Strength Training

Orangetheory, meanwhile, recently launched a new class, Strength 50, that centers on physical and mental strength, straying from the fitness franchise’s famed cardio-based approach. 

Scott Brown, Orangetheory’s vice president of fitness, told Athletech News last month that the fitness franchise has recognized the growing demand for focused strength training and put the new Strength 50 to a rigorous test with its members.

Nearly 10,000 Orangetheory members were waitlisted for the class over three months, with 66% of members identifying strength training as their preferred fitness format. Based on those findings, the time to introduce Strength 50 was now, said Brown.

The 50-minute class focuses on the total body, upper body, and lower body using dumbbells, TRX suspension trainers and bodyweight drills.

“The importance of strength training cannot be overstated in the pursuit of a balanced fitness routine, and at Orangetheory, we believe in its power to transform not just bodies but lives,” Brown said, adding that Strength 50 is uniquely tailored to focus entirely on strength.

The post TRX, Orangetheory Launch Co-Branded Suspension Trainer appeared first on Athletech News.

The International Sports Sciences Association (ISSA), a leading fitness, nutrition and wellness education provider, has acquired Empowered Education, a functional nutrition, health and life coaching provider.

The newly acquired business is the parent company of the Health Coach Institute and Functional Nutrition Alliance, which will now become part of ISSA. The deal follows ISSA’s acquisition of the Functional Aging Institute continuum last year and several recently launched educational programs, such as one that serves military members and their families and yoga and wellness training.

ISSA says the move to acquire Empowered Education marks a significant milestone in the organization’s journey to inspire 100 million individuals to healthy living by 2030. Stacey Morgenstern, co-founder of the Health Coach Institute, agrees with the fitness and wellness education leader.

“Under ISSA’s leadership, both the Health Coach Institute and Functional Nutrition are poised to impact even more lives,” Morgenstern said. “What particularly stands out is ISSA’s collaborative ethos— forging ties with over 10,000 gyms and universities to ensure job placement to qualifying graduates. This is a game-changer and we are thrilled for the impact this partnership will have on helping millions of people live healthier, happier lives.” 

Andrea Nakayama, founder of the Functional Nutrition Alliance, says the acquisition will “supercharge” the platform with new learning experiences due to ISSA’s robust platform and the collective expertise of the two.

ISSA’s acquisition of Empowered Education will result in an expanded range of courses with a student-centric approach and the addition of 36,000-plus members of the Health Coach Institute and Functional Nutrition Alliance to ISSA’s base of over 500,000 students. 

More Than Just Personal Training

By folding in Empowered Education, ISSA is ushering in a transformational period designed to significantly impact the industry, said Andrew Wyant, CEO and president of ISSA.

“Already the established industry leader in personal training certification, we will become the clear choice for health coaching, life coaching and functional nutrition, offering the industry’s most holistic view of health and fitness certifications,” Wyant said

ISSA was recently enlisted by Orangetheory Fitness to provide customized recruitment solutions and “up-skill” Orangetheory coaches as the boutique fitness brand looks to continue expanding.

The post ISSA Acquires Empowered Education, Bolstering Wellness & Nutrition Offerings appeared first on Athletech News.

Empire Portfolio Group, a developer and Orangetheory Fitness franchisee, has opened a new studio in Warren, New Jersey, its 14th location in the state, as it continues to grow its boutique fitness footprint on the East Coast.

Founded in 2013 and based in New York City, Empire Portfolio Group operates over 140 Orangetheory Fitness studios across New York, Connecticut, Maine, Vermont, New Hampshire, North Carolina, South Carolina, Virginia and Washington, D.C. 

The franchisee was also awarded “2022 Area Representative of the Year” by Orangetheory Fitness.

The new 3,300-square-foot heart rate-based interval training fitness studio is located at 177 Washington Valley Road, Unit 12 and is hosting grand opening celebrations throughout the month.

“We couldn’t be more excited to bring the Orangetheory Fitness experience to the Warren community,” said Adam Krell, CEO of Empire Portfolio Group. “Our goal is to support individuals in their pursuit of a healthy and active lifestyle, and we believe this new studio will provide the perfect environment for achieving transformative fitness results, regardless of where they are in their fitness journey.”

In a video, Krell and Jessica Kumari, Empire’s chief people officer, explained how they both tried Orangetheory years ago and were immediately hooked.

“I remember that first workout. I don’t know what happened to me, but I had the best workout of my entire life,” Kumari said of Orangetheory’s fitness method. 

The latest Orangetheory studio will feature the brand’s signature coaching, in-studio and wearable fitness tech, as well as OTconnect technology on its rowers and treadmills. The advanced approach allows members to track metrics such as total distance, average/max incline, max miles per hour, total moving time and more. 

The Warren location is offering discounted founding rates for new members.

Empire is also a franchisee of Relive Health, an anti-aging services provider that offers hormone optimization, vitamin therapy and medical aesthetics. 

The post Top Orangetheory Franchisee Continues East Coast Expansion appeared first on Athletech News.

Orangetheory Fitness has launched Strength 50, a new class focused on physical and mental strength, a departure from the boutique fitness brand’s usual cardio-focused offerings.

Orangetheory’s vice president of fitness, Scott Brown, told Athletech News that the company recognized the growing demand for more focused strength training and and saw an opportunity to provide members with a holistic fitness experience. The Strength 50 class emerged after rigorous beta testing.

“With nearly 10,000 members waitlisted over the course of just three months and with 66% of our members naming strength training as one of their preferred fitness formats, we determined it was the right moment to roll out Strength 50,” Brown told ATN.

This 50-minute class caters to all fitness levels and is divided into three segments: total body, upper body and lower body. Workouts include exercises with dumbbells like rows and squats, TRX suspension trainers, and bodyweight routines.

By integrating this strength-focused offering with Orangetheory’s well-established heart rate zone training, members can now embrace a fully-rounded fitness regimen, aligning with the recommended weekly guidelines for adult physical activity set by leading health organizations such as the AHA, CDC and ACSM.

“The importance of strength training cannot be overstated in the pursuit of a balanced fitness routine, and at Orangetheory, we believe in its power to transform not just bodies but lives,” Brown said.

Although Orangetheory has generally been regarded as a company focused on anaerobic activity, Strength 50 demonstrates the company’s well-rounded approach to fitness.

“Orangetheory has always been committed to delivering our members the best and most comprehensive fitness experiences,” Brown says. “While our Orange 60 classes—which include a significant strength training element—offer exceptional anaerobic training, we saw an opportunity to delve deeper into strength and resistance training with this new Strength 50 class. It is uniquely tailored to focus entirely on strength.”

The fitness industry as a whole is experiencing a noticeable shift towards emphasizing pure strength training. From 2021 to 2022, strength training was the top workout trend on platforms like Mindbody and ClassPass, securing its place as the fourth most popular trend in 2022. This shift aligns with Orangetheory’s “Long May We Gain” pledge, which challenged industry norms by highlighting the diverse benefits of exercise rather than focusing solely on weight loss.

“As knowledge and understanding continue to advance, several myths are also being debunked, such as the belief that strength training inherently makes one bulky or that engaging in cardio necessarily undermines muscle gains,” Brown notes.

“The current era of fitness is about embracing a comprehensive, evidence-based approach to health and well-being, so that’s what we embraced here, too,” he adds.

To celebrate the launch of Strength 50 and promote the “Long May We Gain” pledge, Orangetheory has partnered with self-love influencer and body-positive advocate, Danae Mercer Ricci. Together, Orangetheory and Ricci encourage individuals to share their “gain goals” on social media using the #LongMayWeGain hashtag.

Additionally, on National Weightlifting Day, September 23, participating Orangetheory studios worldwide will host “Gain Day” featuring free Strength 50 classes for new and existing members.

The post Inside Orangetheory’s New Strength Training Class appeared first on Athletech News.