ABC Fitness and Truemed have joined forces in a game-changing collaboration that could help tens of millions of Americans use pre-tax dollars from their Health Savings Accounts (HSA) and Flexible Spending Accounts (FSA) at nearly 10,000 gyms and studios in the ABC Fitness network across the U.S.

The fitness tech company — the largest in the U.S. — supports more than 31 million gym and studio members. Its new partnership with Truemed, a platform that enables consumers to direct pre-tax funds toward health-related purchases, reinforces its ongoing advocacy for the Personal Health Investment Today (PHIT) Act. The proposed legislation aims to get more Americans active by lowering financial barriers to physical activity through tax incentives.

“Now, more gyms and studios in the U.S. can provide a more convenient process for members to qualify to use pre-tax funds for their gym memberships, training programs and other qualified services—empowering them to take control of their health in a more affordable way,” ABC Fitness president Khal Rai said.

While the fitness industry continues to show support for the PHIT Act, TrueMed has taken the reins to combat the metabolic health crisis that many Americans are facing. The platform streamlines the process of obtaining a Letter of Medical Necessity, which allows consumers to use pre-tax dollars for everything from fitness equipment to studio memberships.

“At Truemed, we believe that being healthy should be accessible and affordable for everyone,” Truemed founder Justin Mares said. “By teaming up with ABC Fitness, we’re making it easier than ever for qualified Americans to use the money they’ve already set aside for health expenses to invest in their fitness. The future of healthcare is proactive, and fitness is a key part of that equation.”

Since its launch in 2023, Truemed has partnered with leading brands such as Peloton, 24 Hour Fitness, CrossFit, Barry’s, Crunch, Hyperice and AG1. Nutrition and supplement company Shed was added to its network last month.

The post Truemed, ABC Fitness Team To Bring HSA/FSA Savings to Millions appeared first on Athletech News.

SweatWorks, a digital agency centered on fitness and wellness tech, has appointed seasoned industry veteran and entrepreneur Mike G. Hansen as its chief growth officer.

Hansen, who has worked with over 100 health, fitness and technology brands, will focus on growing and enhancing SweatWorks’ core business and guiding clients with his expertise. 

The fit tech agency has worked with several leading brands, including Equinox, Nike, Bose, SoulCycle and Strava.

Hansen will also expand SweatWorks’ media capabilities and oversee strategic initiatives such as venture development and Bridge Health, a newly-launched health-outcome-based platform for the fitness and wellness industry that he co-founded with SweatWorks founder and chairman Mohammed (Mo) Iqbal.

“SweatWorks has built an incredible reputation as a leader in fitness technology and digital innovation,” Hansen said. “Having been a partner to SweatWorks, I am excited to officially join forces with Mo and the team, bringing experience in market transformation and strategy to help both clients and SweatWorks push into the next frontier. Brands need a trusted partner to navigate change, and I’m eager to provide that support and collaborate with our clients.”

Hansen will remain a partner of Endorphinz, a next-gen fitness content and media production company he co-founded.

Iqbal, recently appointed as ABC Fitness’ chief strategy officer—a newly created role—highlighted Hansen’s expertise, which he says will elevate SweatWorks and its brands to the next level.

“I’ve worked with Mike as both a customer and a partner, and I trust his leadership and capabilities,” Iqbal said. “I’m excited to officially join forces as we work together to better serve our brands and achieve our mission of wellness for all.”

The post SweatWorks Taps Industry Vet Mike G. Hansen for C-Suite appeared first on Athletech News.

ABC Fitness, one of the fitness and wellness industry’s largest software providers, has hired SweatWorks founder Mohammed “Mo” Iqbal as its chief strategy officer, the company announced Tuesday. 

In the newly created role, Iqbal will establish a strategic consulting practice within ABC Fitness to advise the company on partnerships, mergers and acquisitions (M&A), and general innovation, including artificial intelligence (AI). Iqbal will work closely with ABC Fitness chief product officer Finn Hegarty in the new role, the company said. He’ll be based in Arlington, Virginia. 

“Mo brings a wealth of experience and a visionary approach to the fitness industry, leveraging his expertise in strategy, partnerships and technology, “ ABC Fitness CEO Bill Davis said of the appointment. “ABC Fitness is already helping over 30,000 fitness operators around the globe, and with Mo’s leadership, we will establish a strategic consulting practice that will help support our customer’s increasingly specialized needs and the wellness industry as a whole.”

Iqbal comes to ABC Fitness with high-level experience in digital innovation, consulting and entrepreneurship. He founded SweatWorks in 2012, a digital agency specializing in fitness technology that’s worked with top brands including EGYM, Flex and Pvolve.

Iqbal has served as the CEO of SweatWorks since founding the agency in 2012; he’ll now transition to a chairman role, advising SweatWorks on strategy and vision.

“There are only a few companies in the world I’d consider joining, and ABC Fitness was certainly at the top of that list,” Iqbal told ATN, praising the software firm for its large client roster of gyms and studios, and its commitment to establishing long-term partnerships with fitness operators.

In his early days on the job, Iqbal will focus on setting up the strategic consulting arm within ABC Fitness, with a particular eye on partnerships, M&A opportunities and driving innovation around AI. 

“ABC Fitness is going to be diving heavily into AI in various capacities,” Iqbal said. “We already have some good partners in the AI ecosystem, and AI is going to be something you’ll be seeing and hearing a lot from ABC Fitness over the next year.”

As fitness and wellness brands race to integrate AI into their digital offerings, Iqbal believes ABC Fitness has a leg up on the competition thanks to data – the software firm’s products serve around 40 million members and over 30,000 fitness businesses across the world. 

“In order to build truly good AI that’s structured in the right way, you need data,” Iqbal said. “The scale of ABC Fitness allows us to innovate in ways – especially leveraging AI – that no other company in our category can today.” 

The post ABC Fitness Hires SweatWorks’ Mohammed Iqbal, Eyes AI Innovation  appeared first on Athletech News.

The fitness industry is on the cusp of transformative growth, and Maggie Lower, chief marketing officer of ABC Fitness, believes that aligning purpose with innovation is key to unlocking its potential.

At the 2025 ATN CEO Summit, Lower joined Edward Hertzman, CEO and Founder of Athletech News, for a discussion on navigating a rapidly changing industry. Lower shared insights on how purpose-driven strategies, data-driven marketing and global trends can shape the future of fitness.

Connecting with Purpose

Lower opened by reflecting on her career journey, which included a hiatus to work as a human rights advocate. “Fitness is more than physical health; it’s about connection and creating spaces where everyone belongs,” she said. She emphasized the importance of brands taking a stand on social issues to resonate with younger generations.

“Seventy percent of Gen Z consumers base their decisions on a brand’s stance. Purpose-driven businesses not only build community but attract loyal members.”

When discussing member acquisition, Lower underscored the role of technology.

“To engage effectively, operators need to personalize their communication,” she said, advocating for a tech stack that provides data-driven insights. “Broad campaigns are outdated; today, it’s about one-to-one connections.”

Innovating with Inclusivity

Global trends also offer valuable lessons. Lower pointed to Latin America’s hybrid fitness models and Europe’s need for culturally tailored approaches. “You can’t just translate your model. It has to resonate,” she noted.

The conversation also touched on holistic wellness and emerging trends. Lower highlighted the evolution of personal training to include metrics like hydration and meditation, reflecting a shift toward comprehensive well-being. She addressed the rise of GLP-1 drugs, advocating for their integration into holistic programs rather than as standalone solutions.

Community building remained a central theme.

“People want a sense of belonging, not just a workout space,” Lower said, citing the popularity of Pilates and pickleball as examples of activities that foster social connections.

As the session concluded, Lower called for inclusivity and innovation. “We need to reach the 80% of people not currently engaged in fitness,” she said, stressing the importance of creating welcoming spaces for all.

Be on the lookout for more information on the ATN Innovation Summit, a can’t-miss two-day event to be held on June 17th and 18th in New York City featuring the biggest names, brands and ideas across fitness, health and wellness.

The post From Values to Growth: Mapping the Future of Fitness appeared first on Athletech News.

Personal trainers are getting more support when it comes to helping their clients cut down on alcohol consumption. 

ABC Trainerize has partnered with mindful drinking app Sunnyside to provide fitness coaches and personal trainers with resources to support their clients who participate in “Dry-ish” January, a play on Dry January, a popular public health initiative that sees people abstain from alcohol consumption in the new year. 

With the partnership, fit pros who use ABC Trainerize will get access to Sunnyside tools for personalized alcohol-reduction, including daily habit-tracking templates, communication tools and evidence-based insights on the benefits of reducing alcohol intake.

ABC Trainerize, a leading software platform for fitness coaches and personal trainers under the ABC Fitness portfolio, has seen the tracking of alcohol-related habits increase nearly 3x over the last few years on its app, it reports. 

“At ABC Trainerize, we are focused on empowering trainers and coaches to deliver life-changing fitness and wellness experiences,” said ABC Trainerize platform president Sharad Mohan. “In fact, alcohol-related habits are one of our most-tracked habits on the app, so by partnering with Sunnyside, we are expanding the definition of wellness to include mindful drinking, helping trainers support their clients in achieving both their fitness and lifestyle goals.”

Dry(ish) January initiatives come as the personal training industry embraces holistic health and wellness. Gone are the days when trainers could design a simple workout routine for their clients and call it a day. As the wellness market continues to grow, fitness enthusiasts increasingly expect personal trainers to act as go-to sources of information for general health and wellness, including sleep, mindfulness and, in some cases, alcohol consumption. 

Last year, the National Academy of Sports Medicine (NASM) launched a continuing education course for personal trainers called “Mindful Drinking,” which delves into alcohol’s influence on wellness pillars like nutrition, sleep, cognitive function and physical activity. The course also gives fit pros resources for understanding society’s relationship with alcohol.

The post ABC Trainerize Gives Personal Trainers Tools To Coach Mindful Drinking appeared first on Athletech News.

The Latin American fitness market is strong, and it could be poised for further expansion in the years ahead. 

Most Latin Americans in urban areas exercise multiple times per week, a new survey finds, shedding light on an important emerging market for fitness brands. 

According to the 2024 Latin America Fitness Consumer Survey, conducted by J. Wallin Opinion Research on behalf of the Health & Fitness Association (HFA) and fitness software company ABC Fitness, Latin American consumers in urban markets are highly engaged in fitness, and many prioritize gyms and studios. 

The survey found that 61% of Latin Americans in select urban markets exercise at least two times per week, while 78% exercise at least a few times per month. Gyms and other fitness facilities serve as the preferred exercise location for 55% of active Latin Americans, per the survey. 

“Latin America’s urban centers are home to a highly engaged fitness community that prioritizes structured environments for their health and wellness,” ABC Fitness CEO Bill Davis said. “This survey underscores the essential role that fitness facilities play in the daily lives of millions of Latin Americans.”

The survey’s findings are based on an online questionnaire sent to 3,699 Latin Americans aged 18 and above in metro areas in Brazil, Mexico, Argentina, Colombia, Peru and Chile. Responses were collected in September. 

Outdoor Fitness, Strength Training Lead the Way

Active Latin Americans cited general health (44%), supporting mental and emotional well-being (42%), and boosting self-confidence (36%) as their primary reasons for exercising. Notably, building muscle (15%) and strength (13%) were among the least popular reasons given for exercising. 

In terms of exercise modalities, outdoor fitness activities (including cycling, running and swimming) were most popular among active Latin Americans, with 43% of survey respondents saying they engaged in those activities.  Strength training was the second most popular modality (32%) followed by “non-spin, aerobic cardio” activities like treadmills and ellipticals (27%).

The survey also contained some promising findings for gym and studio operators in Latin America – and for brands looking to expand into the region. 

Among physically active Latin Americans surveyed, 69% said they own a fitness facility membership. Of survey respondents who belong to a fitness facility, 67% spend between $10-$50 per month on their membership. Brazil showed to be an especially strong market for gym and studio-goers, with nearly 80% of physically active Brazilians owning a membership. 

Looking ahead, over half (53%) of physically active Latin Americans who don’t currently have a fitness facility membership said they plan to purchase one in the next year, according to the survey. 

“Latin America’s fitness industry is thriving, and with the number of potential new members, the sector is well-positioned for continued growth,” HFA president and CEO Liz Clark said. “Fitness businesses have a tremendous opportunity to connect with this motivated market.”

American Fitness Brands Eye Latin America

The survey results probably won’t come as much of a surprise to top American fitness brands, many of whom have begun targeting the Latin American market. 

Boutique brands including Orangetheory Fitness and F45 Training already have sizable presences in Mexico, and other big-time brands are looking to set up shop south of the border.

The Xponential Fitness-owned Club Pilates, the world’s biggest Pilates brand with over 1,000 locations, announced plans to open a minimum of 65 studios across Mexico over the next decade. Another Xponential brand, Pure Barre, plans to open its first Mexico studio in Q1 of 2025. 

American investors also see promise for the Mexican fitness market. In November, Washington, D.C.-based private equity firm ACON Investments pumped growth capital into Commando, a Mexico-based high-intensity group fitness brand, to fuel brick-and-mortar expansion. 

In Brazil, Freemotion Fitness, the commercial equipment brand of iFIT, struck an agreement with a local distribution company to bring more of its cardio and strength training equipment to gyms and studios across the country. 

To download the 2024 Latin America Fitness Consumer Survey in full, click here.

The post Latin American Fitness Market Poised for Growth, Survey Finds appeared first on Athletech News.

With the fitness industry projected to experience significant labor growth, ABC Fitness has made a bold move for aspiring fitness professionals. The fitness tech provider has partnered with the University of Cincinnati’s Fitness Science program in the College of Education, Criminal Justice and Human Services to equip upcoming fitness professionals with the skills and knowledge needed to own and operate a fitness business.

Students in the Exercise Science program will receive access to the fitness tech company’s administration and personal training platforms, ABC Glofox and ABC Trainerize, concentrating on boutique gyms and personal training.  

“Our partnership with the University of Cincinnati’s Exercise Science program reflects our shared commitment to advancing fitness education and empowering the next generation of fitness professionals,” ABC Fitness CEO Bill Davis said. “By giving students hands-on experience with the same tools used by leading gyms, studios and trainers around the world, we are helping to shape the future of the industry and ensure these future leaders are ready to thrive in a rapidly evolving field.” 

In addition to advancing their knowledge in fitness science, students will also gain important entrepreneurial and management skills.

“The collaboration with ABC Fitness provides our students with an invaluable opportunity to apply what they’ve learned in the classroom to real-world scenarios,” said University of Cincinnati’s Associate Prof. Julia Buchanan. “Experience with industry-leading software ensures our students graduate not only with theoretical knowledge, but with the practical skills to succeed in a competitive job market, further cementing that our program is leading the way in Fitness Science. We’re incredibly grateful for this support.” 

The post ABC Fitness Partners with University of Cincinnati appeared first on Athletech News.

As people age, they’re more likely to be active but less likely to belong to a gym, health club or fitness studio, a new report suggests.

ABC Fitness released its Fall 2024 Wellness Watch report, which offers data on the fitness preferences of different age groups based on third-party consumer research. 

According to the report, Baby Boomers are the most active generation but younger people are much more likely to attend in-person fitness facilities.

The report shows an inverse relationship between a generation’s stated activity level and the likelihood of its members attending the gym: Gen Z considers itself to be the least active of any generation surveyed but has the highest percentage of gym, studio or health club users. Baby Boomers consider themselves to be highly active but are less likely to frequent gyms, clubs or studios. 

Of those surveyed, 80% of Baby Boomers consider themselves to be active, compared to 73% of Gen X, 76% of Millennials and 66% of Gen Z. 

However, 73% of Gen Z said they’re currently a member of or are using a health club, gym or studio, compared to 72% of Millennials, 54% of Gen X and 42% of Baby Boomers. 

It’s notable that, at least among those surveyed, Gen Z has more people who go to the gym than those who consider themselves active. That means there are at least some Gen Z-ers who belong to a gym, club or studio but don’t call themselves “active.”

Personal Training, Group Fitness & Wearable Preferences

Working out alone is the activity of choice for all generations, although Gen Z and Millennials are more likely to hire a personal trainer, with 38% of those surveyed in each group saying they use in-club personal training services.

Gen Z is the least likely of all age groups to take group fitness classes inside the club. Among those surveyed, only 27% of Gen Z members take group fitness classes, compared to 36% of Millennials, 40% of Gen X and 36% of Baby Boomers. 

All generations show a receptiveness to wearable technology – 56% of Gen Z said they use a fitness wearable, compared to 48% of Millennials, 56% of Gen X and 43% of Baby Boomers. 

Overall, ABC Fitness says the findings point to one universal – and reassuring – truth. People in all age groups are putting more emphasis on their health and wellness. 

“Although the general public has long recognized the importance of physical health, more recently we have seen a growing emphasis on staying active at every stage of life,” said ABC Fitness CEO Bill Davis. “The fitness industry must evolve to support people of all ages, creating a unique opportunity for gyms, studios and personal trainers to personally tailor and help more individuals through their services.”

Key Findings by Generation

The team at ABC Fitness compiled some key findings for each generation surveyed.

Gen Z (ages 18-24) tends to prioritize stress relief and mental health alongside physical fitness. Unsurprisingly, Gen Z tends to be more fickle than other age groups: 55% have been members of their gym, club or studio for less than 12 months.

Millennials (25-39) also prioritize mental health, and they tend to emphasize flexible fitness options that fit into their busy lives. Many Millennials balance traditional in-person gym activities with at-home fitness. 

Gen X (40-55) focuses on maintaining general activity and stress relief. They also seek efficiency and good value for time in their workouts. Gen X members who belong to a gym, club or studio tend to be highly engaged, with 30% visiting clubs more than 12 times per month. 

Baby Boomers (56-65) are the most active generation, and they tend to emphasize staying generally active and looking after their mental health. Boomers who belong to a gym are highly dedicated: 36% visit fitness clubs more than 12 times per month. 

Fitness Brands Race To Attract Gen Z

Fitness brands are racing to win over the hearts and wallets of Gen Z, which has shown a willingness to spend on health and wellness even if it means cutting back on other areas like entertainment.  

Gen Z is flocking to high-value, low-price (HVLP) gyms like Planet Fitness, Crunch Fitness and more, which are winning young people over with affordable membership fees, new strength training equipment and even workout spaces dedicated to filming content for social media. 

On the virtual fitness side, brands like Les Mills have tailored their programming and marketing to capture Gen Z consumers. Les Mills has even embarked on a project to help fitness brands recruit more young fitness instructors. 

Baby Boomers Go Virtual

On the other end of the spectrum, at-home fitness brands have sought to appeal to older generations like Baby Boomers, who continue to prioritize physical activity but often prefer to avoid the gym scene. 

Smart home fitness brand Tonal has made it a point to market the benefits of strength training to older populations. Last year, Tonal launched a series of “Ageless Strength” workouts designed for people aged 55 and older. 

Studies have also shown that regular strength training can offer powerful anti-aging benefits for older people, including improving balance, mobility and resistance to injuries. 

“I’m not going to say strength training is the fountain of youth — but it’s pointing in the right direction,” Tonal executive Matt Bean has told Athletech News. “Whether it’s the reduction in all-cause mortality, the extension of healthspan or even the age-related decline in muscle mass, strength, and bone density, it has become crystal clear just how important it is to resistance train.”

Download the full version of ABC Fitness’ Fall 2024 Wellness Watch here.

The post Older People Are Highly Active but Don’t Love the Gym. Gen Z Is the Opposite appeared first on Athletech News.

Two leading companies in the fitness and wellness industry have earned a spot on the 2024 Wellness list from Most Loved Workplaces, a certification and employee survey platform. The newly issued Wellness list recognizes organizations that have gone above and beyond in prioritizing employee well-being, as corporate wellness becomes an integral part of the employment landscape for both employers and employees.

The Wellness list was based on a proprietary sentiment and emotion analysis algorithm developed in partnership with the Best Practice Institute, incorporating employee experiences with workplace wellness initiatives and a company’s overall commitment to wellness.

The 2024 Most Loved Workplaces for Wellness includes Databricks, an IT company that landed on the list for supporting employee wellness with mental health days, wellness stipends and virtual fitness classes and computer software giant Palo Alto Networks for offering on-site health services, mindfulness workshops aimed at reducing stress and promoting wellness, and ergonomic support.

Hydrow, the connected fitness company known for its at-home rower and immersive workout, also appears on the Wellness list — credited for offering its employees access to rowing machines and virtual fitness programs. The Boston-based fitness company acquired a majority stake in strength training and analytics company Speede Fitness earlier this year, with plans to transform into a whole-body health company. In 2025, Hydrow will launch a digitally variable resistance product with adaptive feedback, the fitness company said.

Hilton Grand Vacations also made the cut, recognized for offering its employees access to confidential counseling, mental health first aid training and initiatives to create a supportive working environment. Consumer electronics company STIHL Inc. is featured for its flexible work arrangements and the creation of a comprehensive wellness program featuring financial wellness workshops and fitness incentives.

Fitness tech company ABC Fitness, led by CEO Bill Davis, and Athletic Brewing Company also appear on the official Wellness list. The non-alcoholic beer brand completed a $50 million equity financing round last month.

Rachana Jain, Chief People Officer of ABC Fitness, says that the Most Loved Workplace certification underscores the tech company’s commitment to its 2,000 global employees and its role in the wellness industry.

“Being recognized specifically for wellness further solidifies our position as a leader in workplace satisfaction and employee well-being,” Jain said. “At ABC Fitness, our core values of Best Life, One Team, and Growth Mindset, and a commitment to Diversity, Equity, Belonging, and Inclusion (DEBI) are the foundation of our organization.”

ABC Fitness offers its staffers open paid time off, wellness reimbursement, access to meditation and mindfulness resources, a quarterly “Day of Disconnect” where the entire organization takes the day off to unplug, rest and reset, and “Best Life Hours” throughout the summer for additional flexibility.

“Corporate wellness is no longer just a perk; it’s now a core expectation in creating a thriving workplace,” Most Loved Workplaces CEO and founder Louis Carter said. “Our research at Most Loved Workplace shows that when employees feel supported in both health and well-being, they are more engaged, productive, and loyal. With chronic stress contributing to nearly 120,000 deaths annually in the U.S., it’s clear that wellness programs are essential in building environments where people truly love to work.”

The full list of Most Loved Workplaces for Wellness can be viewed here.

Personal Trainers Bring Fitness to the Office

Emphasizing wellness and offering related perks to employees has shown to pay off — from increased engagement, higher productivity and retention and reduced absenteeism.

And, with the job market forecast for fitness and wellness professionals projected to grow 14% by 2032, the corporate wellness space has become lucrative for personal trainers and wellness coaches. In order to better prepare professionals to meet demand, the National Academy of Sports Medicine (NASM) has just launched two new courses designed to enhance wellness coaching and business operations.

GymGuyz, a New York-based personal training and assisted stretching franchise, has expanded its operations and partnered with local businesses in light of the booming corporate wellness market. In one deal, GymGuyz signed a multi-year contract with San Jose’s parks and recreation department to lead a variety of fitness and wellness classes. In New Jersey, GymGuyz found a B2B partner with a major hospital system, offering on-site bootcamp-style fitness classes.

“It’s one thing for a company to subsidize gym memberships, but it’s another for that company to bring fitness into people’s lives in an accessible and sustainable way,” CMO and GymGuyz president Phil Brojan said late last year.

The post List Highlights Workplace Wellness Leaders appeared first on Athletech News.

With the average adult spending over 1,757 hours a year at work and as more people prioritize wellness in their daily lives, it’s become essential for companies to offer wellness options in some form.

The benefits are plentiful. From reducing healthcare costs to increasing productivity to enhanced recruitment and retention to a healthier culture overall, the wins on both sides are undeniable.

One company that seems to be doing it right is Lennar, a leading national commercial construction and homebuilding firm.

Working under the tenet that well-being is a key component of overall corporate success, Lennar aims to create a supportive environment that encourages physical, mental and emotional health among its 12,000+ associates across the U.S.

To that end, Lennar has forged a unique partnership with ABC Trainerize, demonstrating how businesses can learn from and collaborate with the fitness industry to prioritize employee well-being.

The result? LennarFit: an innovative, all-in-one app that offers personal training and health assessments to their employees.

“Lennar leadership believes that healthy associates are happy associates, and we know that the cornerstone of health is prevention,” said Dr. Pascal Goldschmidt, Lennar’s in-house private doctor and chief medical officer. “So, we introduced the LennarFit app to provide our associates a free, comprehensive and accessible solution for wellness.”

The app offers personalized workout plans, nutrition guidance and mental wellness resources, and includes features like activity tracking, goal setting and in-app messaging.

Fitness coaching and nutrition coaching are available from two in-house certified trainers, and the app can capture health data volunteered by associates to provide a more holistic view of each individual’s health journey.

Fit to Collaborate: A Wellness Partnership for the Ages

From the onset, Lennar targeted ABC Trainerize as their partner of choice for this collaboration.

With over 1.6 million clients, 400K personal trainers and 45K health and fitness businesses including Lifetime, Gold’s Gym, Anytime Fitness, the platform has truly flexed its muscle in the fitness industry and beyond.

Goldschmidt says Lennar chose ABC Trainerize because of the company’s expertise in creating customized wellness solutions and its innovative and user-friendly platform.

“What we love most about ABC Trainerize is how it allows us to continually create new things, meaning that we can keep associates’ interest longer and align with new trends in the health and wellness space as we move forward,” he says.

Goldschmidt explains that what makes ABC Trainerize unique is that associates have direct access to their coaches through the app, allowing them to communicate and ask questions anytime. If a medical issue arises, a doctor is also available via the app. Additionally, coaches can share messages to keep Associates engaged and motivated.

Healthy Outcomes

After just six months, 1,000 Lennar Associates from more than 300 US cities have embraced the app as a valuable resource for maintaining their health and wellbeing, totaling 1,700 sessions daily.

“The response and positive feedback have exceeded expectations,” says Goldschmidt. “Through the app, we are helping our Associates turn small steps into big leaps with nutrition and healthy lifestyle coaching.”

Goldschmidt explains that what employees like most about the app is the user-friendly interface, the challenges, the personalized workout plans and mental wellness resources.

Lennar has also observed a relative reduction in healthcare costs due to improved associate health and wellbeing, with fewer medical claims and lower insurance premiums.

“Since the app’s launch, Lennar has seen increased associate engagement in wellness activities and all of our health markers have been positively impacted,” he said.

The Catalysts of Change

When asked what these wins can be attributed to, Goldschmidt points to a few things.

“ABC Trainerize’s platform has enabled seamless integration of wellness resources and personalized support for associates,” he says. “The user-friendly interface and accessibility of the app have been crucial in achieving high engagement rates, delivering a unified experience for associates and letting them choose how they train and eat with flexible options.”

Both Lennar and ABC Trainerize teams believe this is a great example of how a collaboration of this sort can offer meaningful results for both companies and their employees.

“In the end, the collaboration and the app have helped to reduce insurance premiums, drive Associate retention, boost productivity, and empower personalized wellness programs,” said Goldschmidt. “This is more than we could have hoped for.”

The post The Business Case for Wellness: How LennarFit is Driving Corporate Success appeared first on Athletech News.

ABC Fitness has officially announced a new addition to its executive team. Marketing professional Maggie Lower will serve as its new chief marketing officer, effective immediately. 

With over 20years of experience in the marketing industry, Lower now brings her vast career portfolio to ABC Fitness and aims to continue building up the fit tech brand. Lower has worked as chief marketing officer for several well-known companies, including Hootsuite and TrueBlue.

Lower will lead a 40-member marketing team, working to elevate ABC Fitness’ various platforms, such as ABC Ignite and ABC Trainerize, a personal workout training program.

“I am thrilled to join such a mission-driven organization that continues to be recognized for its culture, product innovation and commitment to the fitness and wellness industry, “ Lower said. “Ensuring fitness businesses continue to help people around the world live their best lives remains ABC Fitness’ singular focus and I look forward to bringing this powerful mission to life in new ways.” 

In addition to her decades-long work in the marketing field, Lower also holds roles for several boards, such as SafePlace International and SimonData. 

Bill Davis, CEO of ABC Fitness, commends Lower’s seasoned portfolio, saying he is eager for her to join the team. 

“Maggie is an accomplished marketing leader with a tremendous background in scaling global technology brands in market,” Davis said. “I could not be more excited to welcome her to the ABC Fitness executive team as our next chief marketing officer and am excited to see how she will help shape our growing marketing capabilities.”

The previous chief marketing officer, Christine Kao, served in the role for 5 years. 

The post ABC Fitness Names Maggie Lower As New CMO appeared first on Athletech News.

Fitness tech company ABC Fitness has released a Gen Z snapshot, revealing some intriguing information about young consumers and their potential to positively impact the fitness and wellness industry.

Clamoring for the attention and spending power of Gen Z — commonly known as “Generation Active” — is a strategy that could pay off, especially as their global spending power is projected to reach $12 trillion by 2030 — a feat that could make them the wealthiest generation in every region of the world, according to new data from NielsenIQ (NIQ) and World Data Lab (WDL).

ABC Fitness, which looked at those aged 18-24, discovered that 40% of young consumers consider themselves ‘wellness lovers’ while 30% identify as ‘fitness explorers.’ Their main goals? to lose weight and maintain or improve mental health.

The majority of Gen Z (66%) are active, and 73% are either members or users of health clubs, gyms or studios, with nearly half (48%) logging 4-8 visits per month. Traditional health clubs attract the majority of the Gen Z cohort (38%), followed by fitness training studios (29%), YMCA/YWCA/JCC (26%) and community recreation centers (25%). 

Within the club, Gen Z prefers to work out solo (58%), followed by 38% who opt for the guidance of a personal trainer. Still, 33% enjoy recreational and sports activities, followed by 27% participating in group exercise classes.

Over half (56%) of Gen Z uses wearable tech, finds ABC Fitness; this is supported by NIQ and WDL’s finding that over 50% have used a fitness or exercise app, and 17% have used a fitness band to monitor and track health and fitness information. The Gen Z data is part of a larger active consumer research study from ABC Fitness on fitness and wellness trends.

ABC Fitness’ report also brings encouraging news for the fitness industry at large, revealing that 12% of non-fitness facility users plan to join this year. 

The Race for Gen Z

Leading fitness brands have taken note of the rise of Gen Z, looking to meet young consumers right where they are – on TikTok, the birthplace of “cozy cardio,” “Pilates princess,” and the “30-30-30” method. Peloton made a play for the video-sharing platform, producing co-branded fitness content for TikTok users and introducing its home-based fitness brand to a new generation.  

Still, some companies are targeting young consumers the old-fashioned way, fostering a sense of IRL (in real life) connection. Earlier this year, Adidas Training and Bumble partnered to pair fitness enthusiasts with one another to combat “gymintimidation.”  

Ultimately, brands that aren’t actively engaging Gen Z are sure to miss out, suggests NIQ chief communication officer Marta Cyhan-Bowles.

“Gen Z is the most connected, largest and influential generation yet,” Cyhan-Bowles said. “Gen Z will have fewer children – later, will have unprecedented spending power, and will continue prioritizing certain categories – like health and wellness – to an extent generations before them have not. Our analysis leaves no doubt: investment in Gen Z today will pay off tomorrow.”

ABC Fitness’ Wellness Watch Report Q1 2024 is available for download here.

The post Gen Z Loves the Gym, Finds Report Spotlighting Young Fitness Consumers appeared first on Athletech News.

TZ Collective, powered by ABC Fitness, has announced its speaker lineup for the upcoming virtual event Beat the Heat: How to Increase Client Engagement and Revenue This Summer, on Thursday, June 6.

The event series is presented by fitness technology company ABC Fitness and coaching app ABC Trainerize; it aims to bring together hundreds of personal trainers to learn from top earners and coaches about how to elevate their business practices. Participants also have a chance to connect with peers, increase their visibility and receive actionable advice and strategies.

Sharad Mohan, co-founder of ABC Trainerize, said that the company has been prioritizing the specific education needs of personal trainers for years and wanted a direct way to meet them where they were with as few obstacles as possible.

“When we first observed the space, we realized that no one was teaching the business of personal training, especially as a lot of businesses started to shift online,” Mohan said. “No one was showing them how to succeed in the online side. There are a few marketing courses, but nothing about how to keep them engaged once you have them as a client. So we leaned into our mission.”

The TZ Collective series provides a platform for knowledge-sharing and growth among fitness professionals. This will be the tenth official event since the program launched in 2019, with a total of 16,000 personal trainers and coaches attending the previous nine events. Around 2,000 attendees are expected at the June 6 event, with approximately 25% being new to ABC Trainerize.

Mohan believes in the power of community in the fitness industry, and says the TZ Collective is one way for trainers to build a network. 

“Community is so important, especially in this space because many personal trainers are entrepreneurs at heart,” he said. “I believe that all entrepreneurs are cut from the same cloth. Regardless of what industry you’re in, you’re here to solve a problem. You have this really large ‘why’ behind what you’re doing, but in some sense, it’s kind of lonely.”

Trainer Success Secrets

The upcoming event will feature panels on client engagement strategies for the summer slump, tactics to boost revenue as a personal trainer and how to expand to a holistic approach with nutrition and habit coaching.

Confirmed speakers include Dr. Ben Peterson of Aspire Fit; Ash Lane of Train With Ash; Sean Greeley of NPE Fitness and Bree Cox, owner of BodyByBree, who will be a keynote speaker and part of the client engagement panel.

Cox, a successful online trainer and business owner, said that the event series has helped her form valuable connections, including how to extend the power of community to her client base.

“Building a community has been the lifeline of our business,” Cox said. “It helps women feel supported and seen. We use the group message feature with ABC Trainerize in our challenges … so the clients can encourage one another and share their daily mental wins, recipes and reach out for friendship.”

Cox hopes to share her insights on how trainers can scale an online training business without sacrificing their personal lives.

“I love teaching trainers how to create accountability so their clients adhere to their program and get results,” she said. “In fact, our touchpoints with clients have created a very high success rate with 67% of clients continuing training with us after the initial 8 weeks are done.”

Cox offered some advice for trainers who want to grow their practices.

“Create your business model according to the lifestyle you want,” she said. “Consider your current season of life and what you are willing to give to your clients and your business. Sell them on the story of how they will feel when they work with you, not just on the product itself.”

Trends To Watch

Mohan said he’s optimistic about trainers who participate and share their knowledge because it also exposes them to what’s trending and empowers them to forecast what’s next, which gives them a competitive edge. This is due in large part to data-driven information. 

According to ABC Trainerize, in Q1 2024, the company saw a 78% increase in clients using personal trainers, welcoming 1.2 million new clients. During the same period, clients tracked 7.6 million habits, 17.8 million workouts, and 44.5 million meals through the platform. This information helps inform decision-making. 

Mohan added that longevity is a prime growth area for trainers, and that a future event might focus on this topic. 

“We’re seeing a trend in longevity programs, and some of our customers have opened longevity clinics or started selling longevity programs,” he said. “These programs often focus on mobility, body composition and blood panel reports. For example, they might look at range of motion, visceral fat tissue and biomarkers from blood tests to create personalized programs.”

Registration for the upcoming TZ Collective is live and open to any personal trainer or coach interested in participating. The event starts at 10am PST on June 6th, 2024.

The post TZ Collective Returns To Help Personal Trainers Grow Their Business appeared first on Athletech News.

If the gym seems more crowded this year, it’s not your imagination. A new report from fit tech giant ABC Fitness shows that gym check-ins are up 60% in the first quarter of 2024 compared to 2023, and clients using personal trainers have increased 78% compared to last year.

ABC Fitness‘ Q1 Wellness Watch report, which compiled findings from 40 million members across 100 countries and over 30,000 studios and gyms, also found that boutique studios have seen a 22% spike in check-ins.

The results are in line with similar findings reported by Placer.ai, which found increased year-over-year visitation rates nearly every week from January to April this year at leading big-box gyms such as Planet Fitness and Crunch Fitness.

While the U.S. saw the highest increase in check-ins (totaling 184 million visits), ABC Fitness CEO Bill Davis noted that people around the world are recognizing the importance of fitness for their physical and mental well-being, as well as their social benefits.

“The fitness industry is poised to help more people in more ways than ever before as fitness businesses emerge as a strong driver of community,” Davis said.

Here are some key findings from the Q1 Wellness Watch report.

In-Person Fitness Is Booming

Q1 check-ins have nearly doubled from pre-pandemic levels, according to ABC Fitness, and paying membership accounts increased 8% when compared to 2023.

As consumers begin to adopt health and fitness regimens, as seen by the increased check-ins at gyms and boutique studios, more people are identifying as “Fitness Explorers” (4%) and ‘Wellness Lovers” (6% and comprised mostly of older Gen Z members and Millennials) when compared to last year.

“Fitness enthusiasts and gym goers have a high ‘Wellness IQ’ and are prioritizing physical health because they understand the mental and physical health benefits,” ABC Fitness chief marketing officer Cristine Kao said. “Retention of current members is a key growth area for fitness businesses in 2024.”

Young Consumers Prioritize Wellness

According to ABC Fitness, Gen Z consumers are more invested in their physical and mental health than any other generation and spend between $21-$69 a month on average on monthly dues. They also represent the generation with the highest increase of new joins year-over-year.

While 38% of this cohort tend to frequent traditional health clubs, they are also avid fans of community recreational centers, YMCAs and fitness training studios. 

They also seek the guidance of personal trainers more than other populations, as well as recreational sports and small group training, and most monitor their workouts with wearable tech (56%).

Personal Training in High Demand

Overall, consumer interest in personal training has grown in the first quarter of 2024.

While men may currently have a slight lead in personal trainer usage (totaling 3.6 million clients), women aren’t that far behind at 3.5 million.

Year over year, ABC Fitness finds that the number of clients using personal trainers is 78% higher, with women comprising over 50% of new clients.

As ABC Fitness points out, the majority of Gen Z (68%) work out on their own, suggesting that gyms and coaches should specifically target this demographic. 

“Gen Z is more digitally connected than almost any other generation,” fitness coach Kai Karttunen said. “App-based workouts, gamified challenges and personalized data are all going to help connect to this audience.”

Gyms & Studios as a “Third Place”

As gyms and studios have become a healthy respite from school/work and home, the need for socialization and meaningful connections (especially in the post-pandemic era) have become a priority for wellness seekers — with both men and women nearly equal in terms of new join demographics.

Socialization and meaningful connections, especially in the post-pandemic era, have become a priority for wellness seekers. According to ABC’s data, 58% of members and users say it’s important for their fitness club to embrace social causes.

The ABC Fitness Wellness Watch Report Q1 can be found here.

The post Gym Utilization Rates Crush Pre-Pandemic Levels, Data Shows appeared first on Athletech News.

This article is adapted from a version that originally appeared in ATN’s 2024 State of Fitness & Wellness 2024 report, available for download here

As fitness and wellness settles into its new normal post-pandemic, some interesting data points are starting to emerge, most of which are encouraging for the overall health of the industry. 

Athletech News spoke with the CEOs of ABC Fitness and Mindbody, two of the largest software firms in fitness and wellness, to pick their brains on the key trends they’ve seen over the 12-month span that ended in early 2024, and what they could mean for the industry moving forward.

In-Person Fitness Returns, Especially at Boutiques

It’s been said that in-person experiences are surging post-pandemic, and the data backs this up. 

“In-person fitness and wellness is exploding again and formats that are hard to replicate at home are on the rise,” says Fritz Lanman, CEO of Mindbody and ClassPass.

Lanman noted that, for the first time ever, Pilates was the number one workout on ClassPass in 2023. The popularity of Pilates studios over other fitness modalities is likely due in part to the difficulties of recreating the Reformer experience at home. 

“Hot yoga bookings were also popular in 2023 as people can’t replicate this form of yoga at home,” Lanman added. 

Another notable trend is the emergence of what Lanman calls “sports as wellness.”

“ClassPass found sports and recreation bookings were up 92% from 2022, and 33% of consumers note that they prioritize fun and play specifically with a goal of supporting their well-being,” Lanman adds. “These unique, in-person experiences will continue to bounce back strongly over the next few years.”

Consumers Are More Experimental Than Ever

Not only are fitness and wellness consumers returning to in-person experiences, they’re eager to try new things. 

“Our findings show that the average active consumer has a high ‘wellness IQ’ and is interested in new modalities,” says Bill Davis, CEO of ABC Fitness, citing data from the company’s January 2024 Innovation Report. 

This was “reinforced by the increase in January new joins in global studios and boutiques, up 22% year-over-year,” Davis adds, citing ABC data. 

Consumers are increasingly coming to expect more than just fitness from their gym or studio experience. 

“We expect to see a new phase of growth in the fitness industry that incorporates nutrition, recovery and mental health as key parts of the average member’s fitness journey,” Davis shares. “Whether dedicated recovery studios or adding cold plunge facilities to your club, we are seeing the focus shift to overall well-being. The studio, gym or personal trainer is the gateway to more holistic health opportunities for members.”

Gyms and studios should also consider being active in philanthropy and community outreach. 

“Our data also shows that 58% of active consumers find it important for their fitness club to embrace social causes,” Davis notes.

AI Should Be a Priority – Software Can Help

It should come as no surprise that artificial intelligence (AI) is top of mind in 2024. Fitness and wellness brands have begun to experiment with AI in areas like personal training, motivation and program design, but that’s just the beginning. 

“We will continue to see the rise of AI in more fitness and wellness experiences,” Lanman predicts. “Personalized fitness is becoming more and more important for consumers as all individuals have different goals and needs, and we are seeing companies and studios incorporate the unique advantages of AI into their programming already – whether that’s through smart hardware or bespoke plans.”

On the business side, fitness and wellness software providers are putting AI to work in creative ways to help gyms acquire, engage and retain members. 

Mindbody is adding AI features like ‘Clients at Risk,’ which leverages data to predict when a client is losing their motivation to continue booking, and ‘Big Spenders,’ which uses machine learning to predict early on if a particular customer will become a “big spender” over their lifetime at a studio.

ABC Fitness is also leveraging AI in a number of ways, including using it to help predict member churn.

“While the increased demand for technology options and personalization can seem like a challenge in our industry, our aim at ABC Fitness is to help redefine what a club operator’s growth can look like by helping seamlessly integrate new technologies into their arsenal of tools and decision-making support,” Davis says. 

Fitness & Wellness Spending Stays High

Despite a fraught economic climate including high inflation, consumers are still willing to pay for fitness and wellness services. 

Household spending on fitness is up 3% compared to January 2023, according to data from ABC Fitness. 

“The data also shows that the industry has seen a nearly 90% increase in check-ins since pre-pandemic, demonstrating the increased demand for access to healthy activities and the importance of physical fitness in the average consumer’s life,” Davis adds.

Data from Mindbody and ClassPass tell a similar story. 

“Fortunately, we have found wellness spending is still a priority with 64% of consumers saying wellness is more important than other leisure expenses,” Lanman says. However, he notes that brands shouldn’t be lulled into a false sense of security. 

“It’s more important than ever for the industry to provide tremendous quality of experience and provide spaces for consumers to want to spend their time and money, and maybe put those daily struggles out of their mind for a few hours of the day,” he says.

The post Tech CEOs Talk Consumer Trends in Fitness & Wellness appeared first on Athletech News.

In an effort to provide additional support to personal trainers, ABC Fitness has introduced TZ Storefront, an initiative in collaboration with Wrkout, a product recommendation platform for fitness professionals. The partnership offers trainers a pathway to recommend various fitness-related products to their clients, allowing them to earn cash rewards while enhancing their services.

The relationship between personal trainers and product recommendations has always been intricate, often lacking tangible rewards for the coaches. A recent survey by ABC Trainerize highlighted this disconnect, revealing that over 60% of trainers recommend products without any financial return.

TZ Storefront, powered by Wrkout, is designed to help fitness professionals leverage their expertise by recommending products such as supplements, fitness equipment and apparel directly to their clients. Through this platform, trainers can earn cash rewards for each purchase made through their recommendations, thus creating a passive income stream.

Sharad Mohan, platform president for ABC Trainerize at ABC Fitness, highlighted the significance of this collaboration in supporting trainers’ business growth.

“Trainers are helpers by nature and already recommend products to their clients,” Mohan said. “Our partnership with Wrkout enables them to monetize that expertise as an additional revenue stream. Trainers will now be compensated for their product knowledge, at no cost to their clients and with no fees themselves.”

For optimal use, TZ Storefront can be leveraged across various channels, from social media to direct client interactions. Incorporating recommendation links into different aspects of a coaching business can amplify sales potential and, consequently, revenue from affiliate marketing.

A Solution for All Personal Trainers

Unlike similar platforms that may be limited to influencers or those with a large social media following, TZ Storefront is open to all fitness professionals. This inclusivity aims to democratize opportunities to earn additional income through product recommendations.

Curtis Christopherson, founder and CEO of Wrkout, emphasized the mutual benefits of the partnership.

“Coaches can unlock a new way to support their clients in their wellness journeys while also unlocking a passive income stream,” he said. “This allows clients to get advice from a trusted source on the products that align with their unique goals and needs, and then purchase them directly from best-in-class brands.”

Christopherson added that over 40 brands and thousands of products are available in Wrkout, with more hitting the app nearly every week, broadening the opportunities for coaches to support their clients and earn rewards.

Beyond the financial incentives, TZ Storefront offers coaches a way to enrich their service offerings. By incorporating product recommendations into their programs, coaches and trainers can provide a more holistic approach, potentially increasing client satisfaction and retention.

Available exclusively to Trainerize Payments subscribers in the USA and Canada, TZ Storefront is accessible via the Trainerize app on iOS or Android.

The post ABC Trainerize, Wrkout Support Personal Trainers in Earning Passive Income appeared first on Athletech News.

ABC Fitness, the world’s largest fitness tech company, is adding to its arsenal. At IHRSA 2024, the software provider announced a partnership with DXFactor, a leading data science, digital transformation, artificial intelligence (AI) and Generative AI supplier, a move designed to transform the digital experience for operators and their members.

“We are excited to partner with DXFactor for their unparalleled expertise in digital transformation,” said Khal Rai, platform president of ABC Ignite. “This partnership will support new offerings for our mobile platform, creating bespoke member experiences and integrations that set new industry standards for innovation and personalization.”

The partnership will support ABC Fitness in mobile app development, given DXFactor’s extensive knowledge in creating differentiated customer experiences on mobile platforms. 

“Aligning with an industry titan like ABC Fitness significantly amplifies our mission to revolutionize the fitness industry with AI and GenAI,” added Dharmesh Trivedi, co-founder and CEO of DXFactor. “Our combined strengths will ensure our commitment to business outcomes for our clients and accelerate digital transformation within the fitness industry by empowering members and operators with AI and data-driven solutions.” 

The partnership comes as advanced analytics and AI transition from perquisites to requirements for most successful fitness businesses.

“This partnership promises to be a cornerstone for the fitness industry, offering a blend of DXFactor’s transformative digital strategies and ABC Fitness’s technological prowess,” said Al Noshirvani, managing partner at Alta Technologies and board member at DXFactor. “Customers can now anticipate a comprehensive digital transformation tailored to meet fitness enthusiasts’ and enterprises’ modern demands.”

DXFactor is no stranger to innovation in fitness and wellness. The company’s proprietary Outcomes Framework, which combines client data and external datasets, has generated over $2 billion in outcomes for fitness brands including Chelsea Piers, Chuze Fitness, Crunch Fitness, FitnessSF, Lift Brands, Orangetheory Fitness, Wisconsin Athletic Club, XSport Fitness and Xponential Fitness.

ABC Fitness has big plans around AI, including using it to help gyms and studios boost engagement and retention and cater to their members with personalized services including habit and nutrition coaching, At IHRSA 2024, ABC hosted an Innovation Lab, previewing its latest AI investments across all platforms.

The post ABC Fitness, DXFactor Partner Around Generative AI appeared first on Athletech News.

Innovation in gym and studio software management tools has emerged as a key trend at recent fitness industry trade shows including IHRSA, with the market becoming increasingly competitive. 

This year’s IHRSA 2024 will showcase what’s next for some of the biggest software players in the space, with some exciting announcements and unveilings planned. 

Athletech News spoke with Xplor Technologies, Club OS, ABC Fitness, Club Automation and ClubReady to give you a sense of what’s coming at IHRSA 2024, and what the future will hold for fitness brands looking to leverage the best software tools to grow their businesses and connect with their members. 

Xplor Plans Industry’s ‘First True Growth Platform’

Xplor Technologies has already had a big year but is looking towards more announcements. It recently acquired Membr, a top management software platform for gyms and health clubs. The acquisition expanded Xplor’s purview beyond just the boutique studio space, which it serves with its Mariana Tek product, and into gyms and health clubs. 

However, Andy Swansburg, Xplor’s Chief Product Officer for Fitness and Wellbeing, told Athletech News that the company still has a “maniacal” focus on becoming a growth platform for boutique studios and is building a product called Xplor Growth. 

“There are not a lot of people who are making a data model that is flexible and accessible and then empowering the entire stack with it,” Swansburg said of the new launch. 

Fitness brands are trying to grow through the consumer journey, ensuring that at every touchpoint, users have the best chance of becoming brand evangelists. 

“We’ve built the first true growth platform in the industry with a few different layers,” Swansburg explained. “The first layer is the fitness industry’s first consumer data platform. Without a unified view of your consumer, it’s difficult to create a customer journey.” 

Bringing a consumer data platform to the fitness world can unlock new potential by allowing users to rate experiences, so businesses can evaluate their operations more easily. Xplor also added gamification to drive even more engagement. 

“Brands can set up challenges, consumer streaks and milestones,” Swansburg said. “We’re going to be building an analytics platform on top of that. The trend is towards, ‘Every touchpoint matters in this world.’” 

To generate excitement for IHRSA, Xplor is hosting its first Mariana Tek Summit on March 5th in Los Angeles. The event will feature networking opportunities, breakout sessions, and panel discussions. 

“The industry is probably five, if not more, years behind some of the other industries in the world, which is funny because I don’t know another business where someone shows up to a location five days a week,” Swansburg said, noting the high levels of engagement fitness consumers tend to have with brands. “We have so much data. All this innovation is a big step forward to power engagement.” 

Club OS Teases a Major Release

Club OS also has big announcements in the pipeline for IHRSA 2024. 

“This will be the most significant product release announcement in the company’s history, and we’re excited to reveal it for the first time with the fitness community at IHRSA this year,” said Nick Hahn, VP of Product & Development at Club OS.

While the company couldn’t yet provide details about the product launch, Club OS teased how the announcements would tie into the platform’s larger strategic goals and industry trends. 

“There are few solutions to provide a single platform that manages the entire member journey,” Hahn said. “The vision for our team is to provide a comprehensive yet intuitive end-to-end solution that covers as much of the member journey as each customer needs.” 

“Our flexible ecosystem enables our team to take an agile approach to helping our customers overcome key challenges such as member churn, staff turnover, tough competition, and economic uncertainties,” Hahn added.

ABC Fitness Leans Into AI, Personalization

ABC Fitness, the world’s largest fit tech company with a burgeoning portfolio of software platforms catering to clubs, gyms and studios, is planning to showcase exciting advancements in AI and personalization. 

“During IHRSA 2024, we are excited to host an Innovation Lab that will offer a preview into our latest AI investments across our platforms which leverage our leadership in member and club data,” said Cristine Kao, Chief Marketing Officer at ABC. “Our booth will also showcase how automation can drive world-class personalization at scale, from attracting and retaining members to running your club 24/7.” 

ABC will also showcase “some exciting new features” including “tailored habits & nutrition coaching, personalized members goals, and automation to convert more prospects into clients,” Kao shared. 

Kao will be onstage on March 6th at IHRSA, sharing the results of ABC Fitness’ annual consumer research and global membership data as well as discussing the potential of AI in the industry.

“The acceleration of AI is happening at an exciting time in the evolution of fitness technology across an ever-growing digital landscape, such as wearables and tracking devices,” Kao said. “At ABC Fitness, we are carefully evaluating the potential for AI technologies to evolve from supporting simple administrative tasks to far more powerful applications.”

ClubReady Empowers Brands To Connect With Their Members

ClubReady is focusing on the potential of customization and connection. With customers like Pure Barre, YogaSix, and CycleBar, the software platform helps streamline brands’ operations through lead management, member retention and billing solutions. 

“New integrations continue to increase the power and value of ClubReady for growing entrepreneurs,” said Devin Meister, a Demand Generation Manager for Clubessential Holdings, the parent company of ClubReady. “For example, integrations between ClubReady Connect messaging system and Concierge services enable fitness operators to optimize their staff hours for both presale and post-sale lead conversion in a seamless solution with proven workflows.”

“Our mobile app offerings enable brands to take control of their brand and extend their connections and engagement with push notifications to members anywhere, and extensive reporting for staff,” Meister added.

ClubReady plans to make announcements about reporting features and its mobile app in the near future. 

“ClubReady continues to build and expand our industry-leading solutions and services, enhancing operators’ ability to engage members and prospects, empower staff members, and drive actions for success,” Meister said. 

Club Automation Gets Personal 

Club Automation, an all-in-one club software management system, will provide an innovative, interactive experience at IHRSA. 

“How often has a fitness software company invited you to try what it feels like to become a new member, purchase personal training, schedule sessions, book spaces, and explore a mobile app – as seen from the eyes of your members?” said Tom Antosik, VP at Club Automation. 

Club operators can step into their members’ shoes and try Club Automation’s online registration and mobile experience. The brand is focused on personalized, interactive touchpoints that showcase how its offerings elevate experiences through innovations. 

“From checking in at the club and purchasing packages to scheduling sessions and updating payment information, our team is ready to show off an end-to-end sign-up process that creates that smooth onboarding journey prospective members can expect with Club Automation,” Antosik said.

The post IHRSA 2024 Software Rundown: All About the Member Experience appeared first on Athletech News.

ABC Trainerize, a mobile and software platform for coaches, personal trainers and fitness companies owned by ABC Fitness, recently unveiled the winners of its 2023 Best Trainer Awards. Presented during the TZ Collective online event in December, these awards recognize the exceptional dedication, client success and business acumen of personal trainers and fitness businesses.

Candidates were shortlisted based on a year’s worth of usage data from the ABC Trainerize platform. Specific metrics assessed included the number of active client members, completed workouts and habits tracked, meal plans created and meals logged, and messages exchanged between trainers and clients. 

Sharad Mohan, chief platform growth leader at ABC Fitness and co-founder of Trainerize, told Athletech News that these award recipients “are actively transforming the industry—and the lives of their clients—and we are proud to celebrate their accomplishments with this recognition.” 

The diversity of workout programs offered and client adherence to these plans were critical factors in determining the top performers across all award categories. This data-driven approach enabled ABC Trainerize to identify coaches and studios with outstanding app engagement.

Best Overall Engagement

Steve Shaw of Massive Iron earned the Trainer of the Year award for stellar client engagement, evident in sending 85,000 messages to clients in just one year. Shaw, an online powerbuilding coach and YouTuber who also specializes in body transformations and ultrarunning, topped a competitive field to take the best trainer honor. 

“I’m extremely excited to receive this recognition,” said Shaw, who considers the app his “coaching rock.” 

“The messaging system alone is worth every dollar to me,” he added. “Communication is my training cornerstone and having the ability to message, view videos, and photos/screenshots all in my feed has allowed me to be ultra-efficient. This feature has allowed me to scale.” 

Studio of the Year

Fit For Golf clinched the 2023 Studio of the Year award, showcasing exceptional service and client dedication. With over 30,000 active clients and more than 157,000 workouts completed, owner Mike Carroll demonstrated significant business growth since 2016. His studio has garnered attention from PGA players due to its niche in golf fitness and its associated app. Carroll said his custom-branded app from ABC Trainerize has been key to his studio’s success.

“The app delivers the programs, scheduling, and tracking that our clients need—and streamlines the business operations side, too,” Carroll said.

Excellence in Fitness, Nutrition & Habits

Kris Gethin Coaching was honored with the 2023 Remarkable Results with Fitness award. Gethin’s unique approach to fitness, featuring diverse programming and creative video workouts, has kept more than 10,000 clients engaged and motivated throughout the year, highlighting his ability to make fitness accessible and enjoyable for a broad audience.

In the nutrition category, Hebe Hiom Coaching emerged as the winner of the 2023 Remarkable Results with Nutrition award. This recognition comes in light of Hiom’s support in helping clients make healthier food choices. With over 200,000 daily meals tracked and a plethora of custom foods and meal plans, Hebe Hiom Coaching has played a pivotal role in guiding clients towards better nutritional habits with the tagline, “Changing women’s lives physically and mentally without fad diets or restrictions.”

Body Smart Fitness received the 2023 Remarkable Results with Habits award. Catering to nearly 700 active clients, they helped facilitate the completion of around 350,000 habits in 2023 alone, and added 14,000 custom habits. Their science-backed approach to focusing on small, consistent actions led to significant results for clients.

Co-founder Jaymie Moran said that the company’s focus is on helping busy women over 30 lose weight, build a healthier lifestyle and regain their confidence. 

“Our unique weight loss program guides [clients] through a proven curriculum with 1-1 coaching support, personalized training plans, weekly check-ins, and community support — all enabled through ABC Trainerize,” Moran said. “We are so happy to be recognized.” 

Rising Star

The Rising Star award of 2023 went to Plant Forged Physique, a newcomer to the ABC Trainerize community with a focus on vegan coaching. Their progress in the first year, marked by the highest average monthly growth rate for new clients, exemplifies the potential of new businesses in the fitness industry. Over 9,000 messages sent to clients further highlight their dedication to client engagement and growth.

View the full ABC Trainerize Best Trainer Awards 2023 here.

The post The Most Engaging Personal Trainers of 2023, According to ABC Trainerize appeared first on Athletech News.

IHRSA staged its second Fly-In & Advocacy Summit in Washington, D.C., on Monday as the fitness industry continues its fight for better legislation. 

Held in partnership with The Fitness Technology Summit, the IHRSA event saw over 60 fitness industry leaders descend collectively on Capitol Hill to encourage members of Congress to support the Personal Health Investment Today (PHIT) Act, which would allow Americans to use pre-tax money on healthy living activities like gym memberships, youth sports and fitness equipment. 

“More than 60 conference attendees and IHRSA members met on Capitol Hill with representatives, senators, and key staff members to deliver a unified message: The health and fitness industry is at the forefront of helping consumers improve physical and mental health, and by passing the PHIT Act, Congress can take a huge step to deliver this benefit to millions of families,” said Liz Clark, IHRSA president & CEO.

PHIT has received some bipartisan support already – the bill has 57 co-sponsors in the House of Representatives and 17 in the Senate, with a roughly equal number of Democrats and Republicans – but a significant amount of work remains to be done to move it into law.

During Monday’s event, which follows a previous IHRSA Fly-In & Advocacy Summit held this past May, fitness industry leaders broke up into smaller groups to meet with a specifically targeted selection of 60 legislators, those who’ve yet to throw their support behind the bill. 

“We did not meet with anybody who currently supports the bill,” Mike Goscinski, vice president of government affairs for IHRSA, a not-for-profit trade association representing the global health and fitness industry, told Athletech News after the event. “Everyone we met with today was to cultivate a relationship and build a new supporter for the legislation.”

The IHRSA Fly-In group consisted primarily of CEOs and other C-suite executives of some of the top health and fitness companies in the U.S., including 24 Hour Fitness CEO Karl Sanft, ABC Fitness CEO Bill Davis, Muv Brands CEO Joel Tallman, Chuze Fitness CEO Cory Brightwell, and Chelsea Piers senior vice president Greta Wagner. Other big-name brands in attendance included Crunch Fitness and Gold’s Gym.

“It’s the industry speaking with one unified voice,” Goscinski said of why the Fly-In is significant beyond just driving support for the PHIT Act. “That is a powerful, powerful tool.”

If passed, the PHIT Act would amend the IRS code to treat physical activity as preventive healthcare covered by allowable FSA/HSA spending, similar to items such as glasses and wellness-related over-the-counter products. It would allow individuals to use up to $1,000 per year and up to $2,000 for families for physical activity-related expenses.

Proponents of PHIT say the bill is an important and long-overdue step in ensuring that fitness becomes more economically accessible for American families. 

“We rarely hear people who disagree with the fact that physical activity should be accessible by all, and allowing Americans to use their hard-earned dollars towards preventative health measures through physical activity is something that continues to get support,” Goscinski said “It’s just a matter of finding the right way to get it across the finish line.”

While there might be reluctance on the part of some lawmakers to pass a bill that would cut down on certain tax revenues, Goscinski notes FSA and HSA funds have long been used for things like over-the-counter drugs. Pre-tax funds are also becoming increasingly accepted as a means of payment for consumer-oriented fitness and wellness products. Hyperice, for example, now accepts HSA and FSA funds for its massage guns and other high-tech recovery products.

“I don’t think at the end of the day if Americans were able to have tax-free access to fitness and health clubs, that they would stop spending money on band-aids or Tylenol and Advil,” Goscinski said. “What I do think, though, is the amount of people who become pre-diabetic and are putting a strain on the healthcare system and a financial strain on the United States government and the taxpayer will (decrease).” 

Al Noshirvani, who founded The Fitness Technology Summit and also owns Fitness Club Management, which operates health clubs across the Northeast, noted that fitness is an effective form of preventative medicine, so PHIT would likely save money on healthcare costs in the long run. 

“One of the data points that we shared with the legislative folks that we met with was that for every dollar of preventive medicine that is spent on things like physical activity, that results in a $3 savings in long-term sick care,” Noshirvani told ATN. “It’s a big number (in total), so this is a very defensible bill from a spending perspective, which is typically the pushback that you get on this bill.”

While PHIT may seem like a common-sense solution in America’s fight against rising obesity rates and healthcare costs, things are rarely that straightforward in Washington. 

Originally introduced in 2018, PHIT was passed by the House of Representatives but Congress adjourned before the Senate could vote on the bill. In March 2023, Representative Mike Kelly (R-Pa.) and Senator John Thune (R-S.D.) reintroduced PHIT in the House and Senate. Representative Jimmy Panetta (D-Calif.) and Senator Chris Murphy (D-Conn.) have supported the bill, giving it a bipartisan base.

While the PHIT Act is just one component of a larger “package” of legislation and policies IHRSA and its members are hoping to push through to make physical activity more affordable and accessible for Americans, Goscinski says the organization’s main focus right now is on getting the bill past the finish line.

“Right now it’s something we see as a huge opportunity to get passed and that we have a great shot at doing this year,” he said.

If you’re interested in joining the fight to pass the PHIT Act, click here to send a message to your elected official

The post IHRSA, Fitness Industry Continue Push for PHIT Act Passage appeared first on Athletech News.