The HFA Show 2025 is almost upon us.

Set for March 12-14 in Las Vegas, this year’s show will mark the first event held under the new Health & Fitness Association name, featuring an expanded conference lineup, a robust trade show floor and keynote speakers including Alex Rodriguez and Anytime Fitness founder Chuck Runyon. 

To get you primed and ready for this year’s HFA Show, Athletech News breaks down some of the key trends shaping the fitness and wellness industry in 2025, and previews how these topics will feature in the panel discussions, floor exhibits and networking conversations you’re sure to experience during your three days in Vegas. 

What’s the Fitness Industry’s Future in Washington, DC?

Say what you will about Robert F. Kennedy Jr.’s “Make America Healthy Again” movement, but the fitness industry has something going for it that it hasn’t for a long time, if ever: a voice in Washington, D.C., that’s receptive to the power of exercise in driving healthcare reform. 

Speaking during the ATN CEO Summit in January, HFA leaders Mike Goscinski and Jeff Solsby discussed how the fitness industry’s top trade association was preparing for the administration of President Trump. 

“We’re super excited because we’re facing an administration (where) for the first time … we see a receptive voice to understanding the benefits of physical activity and the intervention that’s needed from the federal government to allow more people to have access to it,” Goscinski said. 

What could MAHA mean for the fitness industry? It might lead to more support for legislation like the PHIT Act, a bill that would amend the IRS tax code to allow Americans to spend tax-free healthcare dollars from health savings accounts (HSA) and flexible spending accounts (FSA) on fitness-related purchases like gym memberships and equipment.

In the absence of legislation like PHIT, major fitness brands including Orangetheory, F45 Training and ABC Fitness are taking matters into their own hands, partnering with telehealth platforms designed to simplify the currently time-consuming process of using HSA and FSA funds on fitness purchases.  

What To See at HFA Show 2025:

The fitness industry’s opportunity under the Make America Healthy Again movement is sure to be a hot topic of conversation at this year’s HFA Show. 

During a special panel discussion called “The Role of Advocacy in Advancing & Protecting the Industry,” Goscinski and other industry leaders, including ATN founder and CEO Edward Hertzman, will take the stage to discuss the fitness industry’s ongoing advocacy efforts in DC and with state lawmakers. 

Longevity Makes Its Way Inside Clubs & Studios

The business of longevity is booming – and gyms, clubs and studios are getting in on the action. 

Luxury brands like Life Time and Equinox now offer their members access to services including weight-loss support, biomarker blood testing and personalized health plans (for an extra fee), pushing us closer to a reality where the gym replaces – or at least competes with – the doctor’s office. 

High-value, low-price (HVLP) gym brands including Crunch Fitness, Chuze Fitness and EōS Fitness are getting in on the action too, adding everything from infrared saunas to massage guns to body-scanning technology. 

Another big trend in the longevity movement: strength training. Fitness brands are increasingly touting the benefits of lifting weights for longevity, and for good reason. Studies continue to show that preserving muscle mass as we get older is one of the best ways to maintain independence into old age. 

What To See at HFA Show 2025:

Longevity will take center stage at this year’s HFA Show, where Technogym will lead an education session called “Strength for Life: Building a Personalized Resistance Training Plan for Longevity.”

Brands to look for on the trade show floor include Evolt, which raised $20 million last fall. The Australia-based company makes an advanced body-composition scanner that can distinguish between fat and muscle and measures 40 body health parameters. Evolt has notably partnered with top fitness brands including Anytime Fitness. 

InBody, whose body-composition analyzers are found inside top clubs including Life Time, will showcase innovations including its InBody Touch – an interactive touchscreen kiosk that seamlessly integrates with InBody products – and the InGrip, a handheld dynamometer that measures handgrip strength. 

AI-Powered Personalized Fitness Is (Finally) Here

Artificial intelligence has long been touted as the key to creating personalized fitness routines and changing the look and feel of the gym floor. Many experts believe the future of in-person fitness will be forever changed by AI and tech. 

“I think in the next 5, 10, years in the U.S., you’re going to see transformative changes within gyms, where technology and AI – and personalization of training programs – is going to take place,” Marc Magliacano, a managing partner at private equity firm L Catterton, said during ATN’s DISRUPT video series earlier this year.

What might these changes look like? The HFA Show 2025 might give us a glimpse.

What To See at HFA Show 2025:

Fresh off a $200 million funding round, EGYM will showcase tools including EGYM Genius, an AI-powered system that creates personalized workout routines for users and connects the entire gym floor. The Munich-based fit tech giant will also showcase new tools such as its M20 Smart Strength Squat and “Squat Flexibility Test,” which assess people’s mobility, strength and balance during the squat movement.

Not to be outdone, Technogym just launched “healthness,” its new vision for the convergence of personalized fitness, wellness and healthcare. At this year’s HFA Show, the Italian fitness equipment and tech giant will showcase innovations like Biostrength, a machine circuit designed to take the guesswork out of strength training by providing AI-powered, personalized workout routines.

Biostrength complements tools like Technogym Checkup, which uses AI to give users their “wellness age” based on factors including body composition and analyzing strength performances, balance, mobility and cognitive abilities. 

Education sessions at HFA Show 2025 induce, “AI Unleashed: Transforming the Health and Fitness Experience,” a panel where industry leaders including ALTA Technology Group’s Al Noshirvani explore how artificial intelligence is revolutionizing the fitness industry. 

Equipment Makers Go All-In on Strength

No HFA Show would be complete without a vibrant trade show floor. This year, traditional equipment makers are planning to showcase exciting launches that offer new takes on old fitness favorites.

In line with industry trends, expect to see a heavy dose of strength training at HFA Show 2025. 

What To See at HFA Show 2025:

Matrix Fitness has teased that it’ll be unveiling ten new additions to the brand’s Magnum series of Plate-loaded strength machines at at year’s show. The Johnson Health Tech-owned brand will also showcase its Matrix Stretch Platform, an elevated stretching set-up that’s designed to provide a more comfortable and effective stretching experience than the floor. 

Life Fitness is also going all-in on strength. The Illinois-based equipment giant will debut three new additions to its famous Hammer Strength plate-loaded line: the Pendulum-X Squat, the Super Fly and the Multi-Squat. 

Life Fitness will also offer HFA attendees a first look at its new inclusive cable system, a functional cable training set-up that the brand says engages every muscle group in the body. Life Fitness will also showcase its new Symbio cardio line and digital products including Facility Enhance on the trade show floor in Vegas.

Torque Fitness, a Minnesota-based maker of home and commercial gym equipment, will showcase its all-new Tank M3, a reimagined take on the traditional push sled. Torque also plans to present additions to its X-Create functional training line including hip thrust, back extension, hip abductor and cable machines, along with new dumbbells and Olympic lifting platforms.

On the cardio front, Torque will unveil the Stealth Air Rower, which the brand says is more durable and offers a wider range of resistance settings than other rowing machines on the market.

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Flex, a Health Savings Account (HSA) and Flexible Spending Account (FSA) payment solution, has teamed up with amp, makers of a sleek, AI-powered at-home fitness device that delivers a personalized workout experience.

Now, consumers can use their HSA and FSA funds to purchase amp’s fitness device.

The premium fitness equipment company joins a growing list of Flex partners, which includes Echelon, recovery wellness tech brand Kineon, smart ring maker Ultrahuman, Forme, Centr, CorePower Yoga, Orangetheory, iFIT and Tempo. 

Behind amp is founder and entrepreneur Shalom Meckenzie, the largest shareholder in DraftKings. Last fall, the company officially launched amp for pre-orders.

“amp is redefining fitness with cutting-edge AI technology and award-winning design, creating a smarter, more personalized training experience that pushes limits and delivers results,” amp CPO Amir Levanon said. “Partnering with Flex empowers our customers to invest in their health seamlessly, using pre-tax dollars to access our smart fitness device without financial barriers.”

Unlike traditional at-home fitness equipment, which tends to be bulky, amp’s gym system is noticeably stylish and compact but mighty. It has a minimum weight of 5 pounds and the flexibility to level up to 100 pounds of digital resistance. 

Users can easily adjust weight amounts in real time or manually, and there are three smart resistance modes available: Fixed, Band and Amplify. Fixed mode maintains constant weight throughout the entire range of motion, while Band adds resistance the further a user gets from the starting position. Amplify mode adds resistance when returning to the starting point. A subscription-based app guides users through gamified workouts and allows users to participate in challenges and compete on the leaderboard. 

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Interactive Strength Inc., maker of fitness equipment under Clmbr and Forme, has struck a deal to acquire German-connected fitness and equipment company Sportstech, which sells indoor fitness equipment like the sBike Lite, sWalk Treadmill and sTread Fold.

A binding transaction agreement has been signed and the deal is expected to close in early April. Sportstech serves customers in Germany, Austria, Switzerland, France and Spain.

“At Sportstech, we’re focused on a world where fitness and health are accessible to everyone and attractive to anyone,” Sportstech founder and CEO Ali Ahmad said. Ahmad founded the company in 2012 and will join the TRNR board upon closing of the deal.

“TRNR’s equipment, distribution and finance experience as well as its Nasdaq listing represent the resources our employees and customers need to grow our fitness community without sacrificing quality of experience or outcomes,” Ahmad continued. “We’re very excited to bring our mission of helping everyone achieve their fitness goals to even more people, across more markets.”

TRNR founder and CEO Trent Ward stated that the deal is a huge leap forward for both companies — one that accelerates their joint ability to serve both consumers and businesses and grow globally. Ahmad and Ward both discussed the opportunities in the health and wellness market during a fireside chat at the Connected Fitness & Health Summit.

“In Ali and Sportstech, we have the ideal partner – an experienced and successful founder of a highly complementary fitness platform who bootstrapped his way to eight figures in profitable revenue and is motivated to grow even further and faster,” Ward said. “This is a proud day for the teams from both companies and a major boost for our ability to create shareholder value.”

Last December, Interactive Strength secured exclusive distribution in Metropolitan France and French Regions with French training and equipment brand Planet Fitness SAS — a three-year agreement that will yield a minimum commitment of 162 Clmbr units for Planet Fitness SAS.

“The global health and wellness market is growing, but also fragmented,” Ward added. “There’s a significant opportunity to create shareholder value by consolidating a portfolio of quality businesses that offer a variety of equipment, training and content to different types of customers, across many markets. Sportstech is exactly that kind of business, with an experienced, sophisticated team that’s also passionate about fitness.”

Before the announcement, Interactive Strength noted that Germany is the second-largest fitness market —second only to the U.S.—and is expected to be worth an estimated $6.8 billion by 2027. In a post on its website, the company stated that international expansion is one of the key pillars of its growth strategy, highlighting that it had established a presence in France, Saudi Arabia, Indonesia and the UAE in 2024.

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Fitness equipment and education leader Eleiko has once again secured a five-year contract to lead the Navy Operational Fitness & Fueling System (NOFFS), continuing its mission to enhance operational readiness and performance for MWR (Morale, Welfare and Recreation) fitness professionals and active-duty personnel.

As part of the contract, Eleiko will deliver on-site courses and training programs covering the latest in strength and conditioning, Olympic weightlifting fundamentals, performance psychology and injury prevention strategies.

“We are honored that the U.S. Navy continues to see Eleiko as a trusted partner in both equipment and education, recognizing our commitment to delivering the highest quality training solutions,” Eleiko president Magnus Nyberg said. “We take great pride in supporting their mission by providing expertise in strength, movement, and performance, ensuring service members receive best-in-class coaching and education to enhance their physical readiness and overall well-being.” 

The equipment company also offers a 10% discount for active duty members, veterans and first responders. 

In addition to NOFFS, Eleiko has three other contracts with the U.S. Military and Federal markets, including the U.S. Navy IDIQ, U.S. Army IDIQ and GSA, a federal supply schedule for the U.S. general services administration. 

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A new strategic partnership has been forged between Aktiv Solutions and Assault Fitness, merging the expertise of the functional strength training solutions provider and the cardio machine maker to give facilities the edge needed to stay ahead of the fitness game.

The collaboration sees Aktiv and Assault offering expanded facility planning services for those looking to update existing fitness spaces or create new ones.

“We are excited to partner with Assault to create training experiences that not only meet today’s fitness demands but also set facilities apart,” Aktiv’s senior director of performance segment, Joe Harre, said. “This collaboration demonstrates our ongoing commitment to raising the bar for our clients.”

True to its name, Assault Fitness offers built-to-last fitness equipment, including air-driven bikes, runners, and rowers — hardware that both sides say is well-suited for training zones and movement-focused spaces, which Aktiv specializes in designing.   

“We are thrilled to welcome Aktiv Solutions to our global network,” said Paul Jackson, vice president of global sales at Assault Fitness. “This partnership aligns with our commitment to delivering exceptional value and innovation to the marketplace. Together, we look forward to expanding our reach and creating new opportunities for growth.”

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C+A Global, a New Jersey-based consumer product retailer, has acquired Power Systems and Dynamax, two suppliers of fitness and athletic performance equipment.

The move follows C+A’s deal to secure Saris Cycling Group in 2022 and complements Invacare, a mobility solutions brand within its fold.

“This acquisition reflects our ongoing commitment to growing in the health and fitness categories,” C+A Global CEO Chaim Piekarski said. “With Power Systems and Dynamax joining our portfolio, we’re excited to leverage our extensive resources and expertise to elevate these brands while continuing to deliver the exceptional quality and service their customers have come to expect.”

Jason Eason, General Manager of Power Systems, noted that the acquisition will advance the brand of commercial-grade fitness equipment.

“We are excited about this new partnership. It positions Power Systems for exponential growth by leveraging C+A’s cutting-edge product design, manufacturing capabilities, and streamlined global distribution,” Eason said.

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Supplying brands across all corners of the map, Echelon Fitness could fill a book with all the success stories it’s helped pen by implementing cutting-edge equipment and technology into fitness facilities. The brand already made waves this year with several recent connected fitness innovations and expanded its customer base through strategic partnerships.  

Be that as it may, the brand has no plans to stop adding chapters. Echelon has several new products on the way, certain to elevate the offerings of their already satisfied customers. 

Addressing Specific Client Needs

Echelon’s latest success story hails from out west, specifically San Diego. When The Ruby at Society apartments came knocking, looking to add connected fitness amenities to their residence that would differentiate themselves from the market, Echelon answered. 

The brand installed several of its marquee fitness machines in the apartment community such as ROW-7s, the EX-7S Connect bike, the number-one selling connected fitness bike according to Echelon, and the Stride-9S PRO treadmill, which just hit the market this past spring. 

“With so many new developments in San Diego, the challenge was creating a memorable space the potential tenants would get excited to live there and use the fitness spaces,” said Advanced Exercise Design Consultant Erick Blaha. “We choose Echelon for their superior products and incredible connected/coaching experience.” 

With The Ruby at Society apartments being a residential area rather than a staffed gym facility, adding machines equipped with personal training options was paramount. Echelon’s hands-on approach as a supplier, working with Blaha to meet with brands and learn exactly what they’re after, was crucial to this successful installation. 

“We needed to bring a personal trainer approach to an unsupervised fitness amenity,” said Blaha. “The customer shared their challenges and goals, and we came up with a plan to offer several Echelon products.”

Within the multi-family and corporate wellness markets, Echelon thrives on partnerships with esteemed fitness equipment distributors like Advanced Exercise. Their clients also stand to benefit, with the Ruby at Society apartments being a shining example. 

“Management and operations have shared with me that users feel like having their own, personal trainer right at their fitness center,” Blaha added.

Future Innovations To Watch

Already positioned as a leader in the interactive fitness equipment industry, Echelon is eager to take additional steps forward by launching several new products over the next few months. This new wave of offerings will be spearheaded by two new commercial treadmills, the Stride 10s Pro and the Stride Slat Pro. 

Echelon is also launching a new stairmill, the Summit Pro Stairmill, and a revolutionary digital crossover trainer, the Cable Crossover Trainer. It also has an extensive line of state-of-the-art, digital servo, motor-based selectorized equipment waiting in the wings, the Strength IQ Pro series.

This planned innovation stretches beyond the physical side of things for Echelon as well. The brand also aims to roll out several new technological concepts, including enhancements in user interface design, specifically with FitOs. This UI update will not only feature Echelon’s live, on-demand and off-equipment classes but also introduce fresh content categories like virtual worlds, streaming apps, games, social and more. 

“Quality content reigns supreme, whether your members, residents or employees are aiming to sweat it out, build muscle, slim down, or simply be entertained,” said Echelon Territory Sales Manager Josh Voss. “We offer plug and play solutions to turn your fitness facility dreams to life. Exciting times lie ahead with Echelon!”

This article originally appeared in ATN’s Gym of the Future Report, which explores the technology, equipment and sustainable practices driving a new era of personalized fitness and wellness experiences. Download the free report.

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As the modern fitness age begins to take form, gyms and fitness studios are reaching out by the many to offer new modalities, benefits and methods of application. Few, if any, are going further than iFIT, the global fitness technology company. 

iFIT, Inc., with support from its commercial equipment division Freemotion Fitness, has an extensive history of making versatile digital fitness options available to a wide audience, most recently with its AI Coach and new suite of smart machines. In doing so, iFIT has solidified itself as a leading facilitator of hybrid fitness. 

Hybrid fitness is the concept of working out in different environments whether you are at home, at a gym, or on the go, integrating both in-person and digital elements. This approach allows individuals to participate in a range of activities — such as strength training, cardio, and yoga—through live classes, on-demand videos or virtual sessions. By leveraging technology for personalized fitness plans, hybrid fitness fosters community and accessibility, making it easier for people to maintain an active lifestyle.

“Hybrid fitness” is also about more than your environment, it represents the different ways you can tackle your wellbeing. iFIT intentionally goes beyond standard fitness with its content, touching on an abundance of factors like mental health, general fitness education and more. 

Addressing Mental Health

More than one in every five adults in the United States lives with some sort of mental illness, according to the Centers for Disease Control and Prevention (CDC). It would be a miss not to address the connective tissue between the body and mind. As a sector that looks to improve population health, the fitness industry has both a responsibility and an opportunity to play a vital role in this growing issue.   

As well as providing safe and supportive spaces for people to exercise, creating inclusive environments and training staff to be more aware of their members’ mental health needs, the fitness industry can also harness technology in these efforts.  

For iFIT, addressing wellbeing is top of mind. The brand works to establish a community feeling with engaging and supportive workout content. Take its Heart to Heart series for example, which takes users on a walk with iFIT trainers who share the ups and downs of their personal stories of overcoming hardship.

“iFIT’s trainers connect users at a human level with content series like Heart to Heart,” said Kelly Fuson, iFIT Senior Director of Global Marketing, Commercial. “This is something you could do in the gym, on a cardio machine at home, or outside in nature.”

Additional series that help to address wellbeing include the Anxiety: Work It Out Series with iFIT Guide Dr. Jarrod Spencer, which shares anxiety-relieving advice during virtual walks through the Caribbean and the Climbing to the Top Series with iFIT Trainer George Hincapie, which takes you to the peak of the legendary Haleakalā Volcano and includes stories of mental resilience. 

Wellness IQ

The concept of a Wellness IQ has come up more recently as a way to measure how savvy an athlete may be at understanding their own fitness and wellbeing and how to improve it. It acknowledges that we are all on a unique journey and discovering what works for each individual and how to go about doing it properly, whether it be stretching, strength, or cardio.

iFIT offers users a very inclusive experience, no matter their level of fitness. For those who might be intimidated at first in gym environments – and would perhaps prefer a more remote setting in which to take the first steps of their fitness journey – iFIT provides beginner-friendly and convenient workout options that can help individuals make the most of their gym memberships over time as they gain more knowledge and confidence. 

“The beauty of iFIT is that it allows people who might be new to fitness or just starting their journey to accomplish a specific goal become more confident with different types of workouts and techniques at their own pace and in any setting they feel comfortable in,” said Fuson. “The ultimate goal is to serve an athlete at each step of their journey, one that hopefully has them maximizing their gym, studio, or even corporate fitness center through content that comes to life on our Freemotion cardio machines or through strength training with our GENESIS cable machines.”

iFIT’s open and versatile form of educational content combined with its high-quality machines paves the way to an evolved, more fitness-literate world. 

“A goal of ours is to either be a gateway to hiring a personal trainer, or help augment an existing personal training plan by filling in the gaps in between sessions, and over time increase an athlete’s Wellness IQ,” Fuson added. 

Hybrid Fitness Appeals to All

Consistent gym goers, moderate fitness enjoyers, those who like to experiment with new modalities or just casual consumers all stand to benefit from iFIT’s Hybridization, as the brand offers features catering to all consumer identities. 

Today, however, those who lead a balanced lifestyle between physical, nutritional and mental wellbeing and those who continually evaluate new fitness programs, products and services are experiencing the most growth year-over-year, according to iFIT.

The needs and wants of modern fitness consumers are changing. An increasing number now look to improve their overall health and wellbeing – including mental health – rather than to purely build muscle. With its inclusive approach and huge variety of options that cater to people of all ages and backgrounds, iFIT offers the perfect hybrid solution to fitness operators – no matter who their members are. 

This article originally appeared in ATN’s Gym of the Future Report, which explores the technology, equipment and sustainable practices driving a new era of personalized fitness and wellness experiences. Download the free report.

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Congressional Democrats are renewing their push for a bill that would require gyms and fitness facilities around the country to carry fitness equipment that’s accessible for people with disabilities and potentially hire additional staff members.

Rep. Mark DeSaulnier (D-Calif.) on Tuesday introduced a bill designed “to promote the provision of exercise machines and equipment, and exercise and fitness classes and instruction, that are accessible to individuals with disabilities.”

DeSaulnier’s bill seems to be a companion to the “Exercise and Fitness for All Act of 2024,” which was introduced by Sen. Tammy Duckworth (D-Ill.) this summer. 

Duckworth’s bill contains language that would require gyms and other fitness facilities to offer “accessible exercise machines and equipment” to people with disabilities. It would also mandate that gyms and fitness facilities have at least one staff member on the floor at all times who is “trained to provide assistance to individuals with disabilities.”

If passed, the bill would direct the United States Access Board, a federal agency devoted to accessibility, to create guidelines for gyms and fitness facilities regarding accessible equipment. 

Duckworth, who has served as a U.S. senator since 2017, is an Iraq War veteran who lost both of her legs and partial use of her right arm in a helicopter accident during the war. She told Forbes this summer that since her injury, she’s encountered difficulties “finding fitness equipment I could use” in gyms. 

Duckworth has introduced the Exercise and Fitness for All Act before, including in 2021.

“I thought, ‘We really need to make sure people can access fitness facilities,’” Duckworth told Forbes regarding her motivation to re-introduce the bill this past summer.

While several legislative hurdles remain before the Exercise and Fitness for All Act of 2024 can become law, the fitness industry is already beginning to grapple with new federal regulations. 

In October, the Federal Trade Commission instituted a new “click to cancel” rule that will make it easier for consumers to cancel paid subscriptions, including gym memberships. The Health & Fitness Association (HFA), the fitness industry’s biggest trade group, has said the rule will create regulatory “burdens that will disproportionately affect small businesses” like mom-and-pop gyms and small fitness studios. 

For more information on federal and state legislation affecting the fitness industry, see here.

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Connected fitness is in flux – at-home brands like Peloton, Tonal and Hydrow have gained impressive followings but the jury is still out on whether they can continue to win new members now that people have returned to gyms and studios following the pandemic. 

Aviron believes it’s found a way to break connected fitness out of its rut: video games.  

Founded in 2018 by Andy Hoang, Aviron makes at-home workout machines including rowers, a bike and a treadmill, all of which allow users to play arcade-style video games while working out. 

If the likes of Peloton, Tonal and Hydrow represent the classic model of connected fitness – instructor-led workout classes for cycling, strength training and rowing, respectively – Aviron offers something new. 

“When you say the words ‘connected fitness,’ people think of classes. That’s synonymous with connected fitness,” Hoang tells Athletech News. “We’re doing it differently. Our unique value proposition is that we’re using gamification.”

The Case For Gamified At-Home Fitness

Hoang got the idea to create Aviron after buying a Peloton back in the day and realizing that while he enjoyed the brand’s classes, they weren’t enough to keep him motivated in the long run. He wanted something that could scratch his competitive itch.

Aviron does offer some instructor-led classes, along with guided scenic rides and the ability to stream content like Netflix while working out, but video games are the brand’s bread and butter. 

On its rowing machines, Aviron offers arcade-style video games including “Row Breaker,” where users smash bricks with every stroke, “Row to Riches,” where users battle pirate ships, or “Blaze Breakers,” where users save a burning building by spraying a water cannon. Similar games are available on Aviron’s Fit Bike and Treadmill.

Games on Aviron are adaptive, meaning what’s happening on-screen changes based on a user’s effort level on the machine. On the Fit Bike, users pedal faster or slower to achieve certain in-game targets, for example. 

Aviron games are available in multiplayer mode, so users can compete online against friends and other fitness enthusiasts for an added layer of competition. Users can also earn Aviron coins for completing workouts, unlock achievements and participate in monthly challenges. 

Aviron believes gaming makes fitness fun and challenging, motivating people to keep working out on its machines. The Toronto-based company might be on to something. Some studies have found that gamification strategies such as points or small financial rewards can encourage people to be more physically active. 

According to Aviron, 92% of its members are still working out on the brand’s machines after one year. The company has also seen 30% growth year-over-year and consistent monthly increases in membership. Aviron currently has around 50,000 active members globally, it reports.

“Our churn numbers and our engagement numbers are always higher than our competitors,” Hoang says. 

Somewhat surprisingly for a gaming fitness brand, Aviron’s customer base is split nearly 50/50 between males and females. And the brand’s core customer demographic is between 35 and 55 years old, so it’s not just Fortnite-obsessed Gen Z kids that enjoy gamified workouts. 

Given the broad appeal of gaming, Hoang believes Aviron has a bigger total addressable market (TAM) than traditional connected fitness brands that focus on streaming workout classes. 

“If you look at the number of people who are interested in instructor-led classes in North America and you can compare that to how many people play video games on their mobile devices, it overshadows it by 400% or 500%,” he notes.

Don’t Write Off Connected Fitness Just Yet

As Aviron looks to compete with the big boys of connected fitness, it will do so in an uncertain market market for at-home workouts. Brands like Peloton and Tonal have highly dedicated user bases but have experienced some financial struggles and executive upheaval since the pandemic subsided. 

Despite some of the negative headlines surrounding connected fitness, Hoang believes the segment is still on an upward trajectory, even if COVID threw a monkey wrench into things by creating an artificially high demand for at-home workouts, causing some brands to grow too quickly for their own good. 

“It’s still a huge market, so there’s a huge opportunity,” he says. “Peloton had raised a billion dollars before COVID even hit, so this industry has (always) been on an upward trend.”

Assuming the market for at-home fitness continues to grow, Aviron could be well-positioned thanks to the first-mover effect. While other brands offer gamified cardio machines, most of them stick to one modality, whether that’s cycling or VR. Aviron, by contrast, covers rowing, biking and treadmill running, giving it access to a wider pool of fitness enthusiasts. The brand also recently introduced dumbbells, adding a strength training component to its lineup in line with industry trends. 

Looking ahead, Hoang says Aviron will look to expand its product lineup to include not just new fitness modalities, but multiple machines for each modality at different price points.  Aviron gave a sneak peek into what may be coming on that front in 2023 when the company launched the StrongGo, a less-expensive version of its flagship rower. 

“We’re going to continue expanding but it’s not just expanding breadth-wise, it’s expanding depth-wise,” Hoang says. “It’s not just expanding your product line horizontally, you need to expand it in a way that you can appeal to people who have huge budgets or people who don’t want to spend a lot.” 

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The Amenity Collective, a provider of facilities management services across the aquatics, fitness and recreation industries, has acquired Advantage Sport & Fitness (ASF), a top distributor of fitness equipment for brands including Precor, Peloton, Escape Fitness and Power Lift, the sides announced.

With the deal, Advantage Sport & Fitness will become part of LIVunLtd, an Amenity Collective entity that provides facility management, fitness equipment, programming and consulting services. LIVunLtd now becomes North America’s largest distributor and servicer of fitness equipment, according to the Amenity Collective. 

“We’re thrilled to partner with such a talented, high-performance team of great people and business professionals,” Amenity Collective CEO Brian Sheehan said of the acquisition. “Now, as North America’s largest fitness distributor, we’re eager to combine our resources and decades of experience to create added value for stakeholders, additional opportunities for our team members, and continue delivering the exceptional service our clients rely on.”

Financial terms of the deal weren’t disclosed.

Founded in 1987, the Ithaca, New York-based Advantage Sport & Fitness serves as the exclusive distributor of Precor equipment on the East Coast of the United States, and also represents brands including Peloton, Escape Fitness and Power Lift. ASF also provides facility design and equipment selection services.

Last month, ASF expanded into the New England region, giving it a presence in states stretching from Maine to Florida. The brand serves clients in sectors including multi-family housing, high school and college athletic facilities, hospitality fitness centers, country clubs, and personal training/boutique fitness studios. 

“Our vision has always been to build an enduring, great company, and this partnership with The Amenity Collective and LIVunLtd ensures that vision continues to be our reality,” ASF president, founder and co-owner John Murray said of the deal. “After nearly 40 years of hard work and dedication, this milestone represents not just our growth, but the remarkable contributions of those who have been part of our journey.” 

“Alongside my partners, John Pfuntner and John Marcotte, we are proud to remain actively engaged, guiding our clients and team members through this exciting new chapter while upholding the service excellence that has always defined Advantage Sport & Fitness,” Murray added. 

The post Precor Distributor Advantage Sport & Fitness Gets Acquired  appeared first on Athletech News.

Connected fitness startup Growl has emerged from stealth mode, raising $4.75 million in seed funding for an exciting new product: a wall-mounted, AI-powered punching bag that projects a life-sized virtual boxing coach into people’s living rooms. 

Skip Capital led the seed-funding round, which included participation from Kima Ventures, Teampact Ventures and highly ranked UFC heavyweight fighter Ciryl Gane.

An Austin, Texas-based startup with ties to Paris, France, Growl on Wednesday unveiled its debut product, which uses 3D motion tracking to capture punches and AI computing to project virtual coaches directly onto the bag’s surface. Growl will also offer boxing-inspired games developed by Unreal Engine, the software powering titles like Fortnite and Gears of War. 

Léo Desrumaux, Growl’s co-founder and CEO, told Athletech News that he and fellow co-founder Nicolas de Maubeuge created the brand to “make boxing and its power accessible to everyone at home.”

“Our belief is that boxing has this uncanny, universal touch and potential,” says Desrumaux, who fell in love with the sport after moving to the U.S. from France at 16 years old. “You can realize that universal touch if you make it fun and accessible.”

To make boxing fun and accessible, Growl’s virtual coaches will provide guidance on which punches and moves users should make while motivating them to keep working out. A video trailer for the upcoming product shows users sparring with their virtual coaches and also taking part in a boxing game that involves punching moving targets to gain points. 

Besides boxing, Growl also coaches users on fitness movements like bodyweight squats, push-ups and even dumbbell exercises. The product is targeted for users aged 10 and above. 

“The versatility of Growl is what convinced us to invest: it goes far beyond boxing, evolving into a complete, immersive at-home fitness experience with limitless possibilities for future content and workouts – whether for adults, kids or anyone in between,” Skip Capital investment partner Adam Cook said in a statement. 

The startup also counts former Amazon, Peloton and Tonal hardware guru Sam Bowen among its advisors.

Coming to a Home Near You

Growl aims to begin taking pre-sale orders in April 2025 and ship its first batch of boxing bags around 12 months later, putting the brand on track for a launch in Q2 of 2026.

Growl initially plans to sell its product in the U.S. market only, eschewing retail partnerships in favor of a direct-to-consumer model. Desrumaux says the goal is to get Growl into the hands of as many affluent American homes as possible, particularly families. 

“When you’re in a connected fitness business, your customer is the household,” he says. “That household could be a person of one, it could be an early couple in their 30s advancing their careers, (or) it could be a family with kids. Our goal is to serve the whole family.”

Growl will cost an anticipated $4,500 at launch, plus a $60/month content subscription, placing it on the higher end of pricing for connected fitness products, in line with Tonal and above Peloton. Alternatively, customers can opt for a buy-now, pay-later plan, which is anticipated to cost $150/month for a 48-month plan or $190/month for a 36-month plan, including hardware and a content subscription. Those who place an order during the pre-sale period will receive discounted pricing, the company says. 

A New Type of Connected Fitness Product

For Desrumaux, Growl will be worth the relatively high price tag by providing an immersive, engaging user experience that’s unlike anything currently available on the connected fitness market, including in other connected boxing products like FightCamp and Bhout. 

“Experience is everything in connected fitness,” he says. “We recreate a life-size personal trainer who’s going to literally engage you physically, motivate you and push you as if (they were) right there with you.”

Citing the rising popularity of boxing fitness, especially among women, Growl is confident it’s striking while the iron is hot. Desrumaux believes the product will play well on social media, thanks to its striking visuals and unique functionalities. It could also be a hit at family gatherings and parties, driving word of mouth. 

“I think one of the most powerful things will be our own customers in their own homes, having a product and being able to show it off to their friends, neighbors or family members,” Desrumaux says. 

Over the next couple of years, Growl will focus on getting its product to market and refining its virtual coaching system. Looking even further ahead, Desrumaux believes the possibilities are endless when it comes to using AI to create an engaging and effective personal training experience. 

“The long-term goal is to be able to have a fully personalized, interactive training session that’s entirely AI-generated,” he says.

Update: This article has been updated with additional information on Growl’s anticipated pricing

The post Growl Raises $4.75M for Boxing Bag That Puts a Coach in Your Living Room appeared first on Athletech News.

All products featured on Athletech News are independently selected by our editors. However, when you buy something through our retail links, we may earn an affiliate commission.

Cyber Monday is the best time to score big on fitness and wellness gear, and this year, early deals make it even easier to shop. With prices slashed on everything from cutting-edge fitness equipment to cozy wellness must-haves, these early discounts allow you to save now and avoid the holiday rush. Here’s a curated list of the top fitness and wellness deals, so you can stock up on everything you need to support your healthy lifestyle.

Deals to Expect

With early Cyber Monday discounts already rolling out, you can expect substantial savings across fitness, wellness, and activewear categories. Watch for markdowns on high-tech fitness trackers, durable gym equipment, and must-have wellness subscriptions. Brands like Alo, Nike, and Therabody are offering limited-time discounts, so be sure to act fast before stock runs low.

Best Early Cyber Monday Deals

• 

  Alo

  Shoppers can take 30% off sitewide starting right now. Yes, that includes best-sellers like the viral Airlift leggings.

• 

  Therabody

  Therabody has a variety of deals available all Cyber weekend, including getting up to $300 off devices and products. Right now, the Theragun PRO is on sale for $279—a huge difference compared to its original price tag of $499.

• 

  Pvolve

  Enjoy 20% off sitewide at Pvolve just ahead of the official shopping holiday with code BF20 at checkout. Plus, receive a free one-month supply of Recover 9, our amino supplement drink, with any bundle purchase.

• 

  Hydrow

  Lucky rowers can save up to $850 total during Hydrow’s Cyber Monday sale. Everything from rowing machines to memberships, and more are on sale.

• 

  Tonal

  Tonal’s having one of its biggest shopping events yet, where you can save $1,000 on the coveted fitness system. The discount is automatically applied at checkout and you have the choice to purchase some add-ons if you wish.

• 

  Nike

  No surprise here, but Nike’s currently having one of the best early Cyber Monday sales online and in stores. You can save big on everything from sweatpants to bike shorts to new sneakers, and so much more.

• 

  Adidas

  Have you had your eye on a new pair of Adidas lately? Now’s your lucky chance to save up to 70% on sneakers, clothes, and fitness accessories courtesy of the three stripes.

• 

  Bala

  Bala’s trendy fitness equipment rarely ever goes on sale, but we have some good news for you. Shoppers can save 20% off sitewide with the code PLAYDAY20, bundles included.

• 

  Oura

  Listen up, you can get an Oura ring for the lowest price ever with $200 off the Oura Ring Gen3. No code necessary.

• 

  Recess Pickleball

  The pickleball craze isn’t slowing down anytime soon, so you might as well stock up on some equipment while you can. Internet-favorite brand, Recess, has bundles and gift sets for up to 40% off.

• 

  Horizon Fitness

  Discounts during Horizon Fitness’ Cyber Monday sale vary from $100 off to half off, and everything in between on treadmills, indoor bikes, and ellipticals.

• 

  alphabeats

  Through November 29, get the complete bundle—Muse 2 headband and 12 months of unlimited access—for $199 (regular $399). With limited availability and a 30-day money-back guarantee, it’s the perfect gift for peak performers. Does he already have a Muse device? Gift a year of alphabeats for only $79 (regular $149).

• 

  Kineon

  For a limited time, save 50% on the Kineon Move+ Pro LED & Laser device to help alleviate joint pain. It easily straps on everywhere from your knees to your ankles and any area that’s experiencing discomfort.

• 

  HigherDose

  HigherDose is having more than one big deal to celebrate Cyber Monday. Choose between taking 30% off bundles or 20% sitewide when purchasing individual items like its infrared mat.

• 

  Saje Wellness

  Stepping up your everyday wellness routine? Look no further than Saje Wellness’ Cyber Monday deals. Save 25% off sitewide on items including the brand’s best-selling diffusers and essential oil kits.

The post Best Early Cyber Monday Deals 2024: Top Fitness & Wellness Picks appeared first on Athletech News.

Now’s the perfect time to try Pvolve’s popular fitness method, just in time for the holidays. The brand’s Black Friday deals dropped early, offering 20% off sitewide with code BF20. This includes Pvolve’s cult-favorite equipment, designed to make each workout effective and easy on your body. Unlike traditional workouts that can feel hard on the joints, Pvolve’s approach focuses on natural, everyday movements that help you feel stronger and healthier. Backed by clinical research and loved by celebrities like Jennifer Aniston, Pvolve is built for all fitness levels.

The sale includes everything from their unique training programs to their fan-favorite gear, helping you move better and reach your fitness goals. Whether you’re new to working out or looking for a fresh approach, Pvolve’s low-impact exercises offer a sustainable way to stay fit. Don’t miss this chance to save on the full collection—your body will thank you. Use code BF20 at checkout!

Pvolve Holiday Preview Sale 2024 At a Glance

1. 

   Pvolve Annual Digital Membership

   Buy Now: $153 (orig. $180)

2. 

   Total Transformation Bundle

   Buy Now: $625 (orig. $750)

3. 

   Signature Bundle

   Buy Now: $200 (orig. $235)

4. 

   Essentials Bundle

   Buy Now: $350 (orig. $415)

5. 

   Resistance Bundle

   Buy Now: $100 (orig. $109)

6. 

   P.ball

   Buy Now: $60 (orig. $70)

7. 

   P.band

   Buy Now: $38 (orig. $45)

8. 

   P.3 Trainer

   Buy Now: $153 (orig. $180)

9. 

   Precision Mat

   Buy Now: $85 (orig. $100)

10. 

    Slant Board

    Buy Now: $81 (orig. $95)

11. 

    Gliders

    Buy Now: $51 (orig. $60)

12. 

    Glider Floor Protectors

    Buy Now: $4.25 (orig. $5)

13. 

    Precision Foam Roller

    Buy Now: $34 (orig. $40)

14. 

    Cushion Mat

    Buy Now: $30 (orig. $35)

15. 

    2 lb. Hand Weights

    Buy Now: $21 (orig. $25)

16. 

    1.5 lb Ankle Weights

    Buy Now: $22 (orig. $26)

17. 

    3 lb Ankle Weights

    Buy Now: $26 (orig. $30)

18. 

    Light Ankle Band

    Buy Now: $20 (orig. $24)

19. 

    Heavy Ankle Band

    Buy Now: $21 (orig. $25)

20. 

    Massage Ball Set

    Buy Now: $26 (orig. $30)

21. 

    P.ball Strap Extender

    Buy Now: $4.25 (orig. $5)

22. 

    Heavy Resistance Band

    Buy Now: $17 (orig. $20)

23. 

    Mini Belt Bag

    Buy Now: $26 (orig. $30)

24. 

    Canvas Tote Bag

    Buy Now: $21 (orig. $25)

25. 

    Essential Fleece Sweatshirt

    Buy Now: $61 (orig. $72)

The post Pvolve’s Black Friday Sale Is Here For All Of Your Gifting Needs appeared first on Athletech News.

Recovery has firmly established itself as the essential “third pillar” of fitness alongside strength and endurance, creating both opportunities and challenges as facility operators continue to determine how best to leverage.

As members seek not just workouts but holistic health and wellness, effective recovery has become vital – not only for physical repair but also for mental resilience, injury prevention, and peak performance. A strong recovery routine promotes each of these, empowering members to feel rejuvenated and ready to return to your facility for their next session – enhancing retention – and maybe even bring a friend

Today’s gyms understand the need for recovery, but merely placing a few pieces of equipment on the floor and calling it a “recovery zone” isn’t enough. With the surge in demand for recovery, gyms have a unique opportunity to differentiate themselves by creating an experience that exceeds expectations – a holistic approach that addresses recovery with tools designed to enhance members’ outcomes and meet both physical and mental needs.

This is where Power Plate shines.

Unlike traditional recovery tools, Power Plate’s advanced vibration technology optimizes recovery in a way that is both therapeutic and cutting-edge. Integrating Power Plate elevates members’ experiences and sets gyms apart in an increasingly competitive market.

“Power Plate is a standout because it can function as a stand-alone solution while also enhancing the experience and effects of all other recovery modalities,” says Scott Hopson, former national director of Midtown Athletic Clubs, Holmes Place Health Clubs, and current CEO of Pivotal. “Put Power Plate in your recovery zone, and it immediately upgrades the space to not only meet but exceed members’ expectations.”

Creating a Comprehensive Recovery Experience

For a truly effective recovery space four categories are suggested: cold – such as cryotherapy or cold plunges; heat – such as infrared or red light therapy; compression to activate the lymphatic system; and vibration as the essential “movement system” to accelerate results across all other modalities via aiding the lymphatic system in lactic acid and toxins removal, as well as increase nitric oxide, blood oxygen, serotonin and more.

While each has a role, combining them with Power Plate’s unique vibration technology maximizes their effectiveness. Power Plate stimulates the lymphatic and circulatory systems which enhance the effects of passive recovery options.

“Many recovery tools are passive,” explains Hopson. “Whereby you sit, lie, or stand still, and these all have purpose and benefit. Sometimes the missing ingredient is active recovery (movement) which is a powerful and proven way to drive fluids, remove toxins, get nutrients and oxygen to tissues, and facilitate repair. Power Plate vibration provides that movement, creating a bridge between passive and active recovery.”

Power Plate provides passive and active recovery strategies, to members and clients, through simple flexibility, mobility and massage techniques done on the plate. Even when the client is laying down passively the plate is active!  

Meeting Key Recovery Needs Through Vibration

The goal of recovery is more than just feeling rested; it’s about restoring the body to peak function. Power Plate helps meet the essential components of effective recovery in the following ways:

1. Reducing Swelling and Inflammation: Inflammation can inhibit energy production and slow recovery. Power Plate vibration stimulates blood flow and natural hormone production, which helps reduce inflammation and enable faster healing.
2. Muscle Hydration and Recovery: By promoting blood and nutrient flow through muscles and soft tissue, Power Plate aids in natural recovery processes, ensuring muscles are hydrated and prepared for the next workout.
3. Lymphatic Drainage: Vibration assists the lymphatic system, speeding up the removal of toxins and waste from the body.

The result? Faster toxin elimination, reduced muscle fatigue, and accelerated healing.

Power Plate: The Multi-Functional Tool in Any Recovery Space

Power Plate not only enhances other recovery modalities but also works effectively as a stand-alone tool.

It’s not just about making other tools better; Power Plate is powerful enough on its own to offer a full-body recovery experience. It soothes muscles, stimulates circulation, and enhances recovery with benefits like lowered cortisol levels, increased endorphin production, improved bone strength, better balance, and more.

This makes it an indispensable tool that no gym owner should overlook. With Power Plate, members enjoy scientifically backed benefits in a compact, space-efficient format that aligns perfectly with a well-designed recovery offering.

Economic Opportunities for Gym Owners

Recovery zones offer a chance not only to retain members and attract prospects but also to increase revenue.

There are two ways to boost revenue – increase the number of members or increase the value you offer each member. Recovery spaces with tools like Power Plate are a powerful way to do both.

Many HVLP facilities benefit by adding recovery areas that cater to premium members seeking more than just basic workouts. “Offering innovative recovery tools creates a unique value proposition, giving members a reason to upgrade their memberships,” Hopson adds.

Other facilities may choose not to monetize recovery directly but instead opt to build exceptional recovery solutions to powerfully set them apart and attract new members.

For gym owners looking to set a new standard in recovery, Power Plate is a strategic investment in members’ health and a way to differentiate your facility.

“Power Plate acts as both a stand-alone solution and a recovery amplifier, making it an invaluable asset for any gym,” says Hopson. “Its design and proven results make it the essential link for comprehensive recovery.”

To learn more about how to integrate Power Plate into your business, visit: commercial.powerplate.com 

The post Upgrading Recovery: Designing Spaces for Holistic Wellness appeared first on Athletech News.

Technogym is heading back to the Olympics. 

The Italian fitness equipment giant will serve as the official supplier for the 2026 Milan-Cortina Olympic and Paralympic Winter Games, it was announced. The selection marks the tenth time Technogym has been chosen to supply training equipment for the world’s biggest sporting event.

Technogym will set up around 22 training centers for Olympic athletes, six of which will be housed inside the Olympic and Paralympic villages in in Milan, Cortina d’Ampezzo and surrounding areas. The other 16 centers will be designed for specific disciplines and will be placed inside competition venues, organizers said.

In total, Technogym will produce around 1,000 pieces of equipment to support over 3,500 athletes during the Games, which will be held in February and March of 2026. The company will offer configuration, installation and support services at the centers.

“We are proud to be working alongside the Organising Committee of the Milano Cortina 2026 Olympic and Paralympic Games,” said Technogym founder and CEO Nerio Alessandri. “At Technogym, we work every day to develop the most innovative digital products and technologies to support athletes to improve their performance and achieve their goals.”

Founded by Alessandri in 1983, Technogym has become one of the world’s biggest fitness equipment brands. In recent years, the Cesena-based company has pushed into fitness and wellness technology, releasing an ecosystem of connected smart equipment, app-based content and an AI-powered system called Technogym Check Up, which shows users their “wellness age” based on factors like mobility, strength and cognitive performance. 

The company has supplied equipment for nine previous Olympics, including the Paris Games last summer, where it served as the official and exclusive supplier of cardio, strength and functional training equipment. Technogym first supplied equipment for the 2000 Olympics in Sydney. 

The Milan-Cortina Games figure to be particularly special for Technogym as the brand embraces its Italian roots. 

Giovanni Malagò, president of the Milano Cortina 2026 Foundation, the organizing committee for the Games, called Technogym a “great Italian company that is a leader on an international level.”

“Together we must do something even more fabulous than what has already been done in the past,” Malagò said. “We must use Milano Cortina 2026 as an incubator for successful projects that I hope can be replicated in other cities around the world.”

“Milano Cortina 2026 Games represent a great opportunity for the entire country to promote the culture of sport and wellness with a twofold objective: to spread the culture of health and prevention and to present Italy to the world as the country of wellness and quality of life,” added Alessandri. 

The post Technogym to Supply Equipment for Milan-Cortina Olympics appeared first on Athletech News.

Pilates is booming, with class attendance numbers reaching record highs and equipment sales projected to surge over the rest of the decade. 

But the modality might be missing something. Despite a rise in popularity in recent years (ClassPass bookings were up 92% in 2023), Pilates has been mostly left out of the connected fitness conversation. While brands like Peloton, Hydrow and Tonal have raced to innovate in cycling, rowing and strength training, respectively, Pilates equipment is still decidedly low-tech. 

Reform RX is out to change that. 

Founded by former professional dancer turned Pilates studio owner Yvette McGaffin and her husband, Neal McGaffin, Reform RX makes digitally connected Pilates reformers that feature large touch-screens, on-demand classes, and the ability to track workout metrics such as calories burned and heart rate. 

“There’s been no innovation in the industry for 50 years now, nothing in the tech space at all for reformer Pilates,” McGaffin tells Athletech News, noting that while Pilates has become highly popular, it’s still intimidating to some newcomers. “We thought, ‘How is this modality going to reach more people? That, in essence, was our vision in starting Reform RX.”

McGaffin believes Reform RX can bring Pilates into the digital age in the same way brands like Peloton have modernized cycling.  

Pilates may be an especially good candidate for connected fitness tools like virtual coaching. While popular, the modality is far from intuitive – many people simply don’t know what to do when they get on a reformer for the first time. 

“It’s one of the true areas where you do need to have a virtual experience because you don’t really know what to do by yourself,” McGaffin says of Pilates.

Anatomy of a Connected Reformer

Modeled after a Formula 1 race car, Reform RX’s flagship connected reformer machine features a 21.5” HD touchscreen that comes loaded with over 150 on-demand workouts, but its intelligent features go beyond that. 

The reformer features a smart spine that uses lasers to track movement down to the thousandth of a second, giving users real-time data on their power output, calories burned and heart rate while working out. Reform RX also ditches the springs found on traditional reformer machines in favor of a push-button system. Additionally, a Pilates chair is built into the design and can be pulled out for additional exercises. 

On top of all that, the Reform RX is quieter, more comfortable and more visually appealing than traditional reformers, McGaffin believes. 

“It’s like a Porsche as opposed to a Peugeot,” she says. “It sounds cooler, it looks cooler and it gives so much feedback.”

Bringing Pilates into Hotels, Gyms & More

It’s early days for Reform RX, which didn’t start pre-orders on its connected reformer until 2022, eventually selling out its first batch in the first quarter of 2023. But the early returns are promising. In September, the company landed $5.1 million in funding to drive global expansion and enhance the user experience. Earlier this month, the brand released the Model S, a smaller version of its signature reformer that features all the same functionality, minus the chair attachment. 

In the spirit of democratizing access to Pilates, McGaffin says Reform RX is looking to get its reformers into spaces that traditionally haven’t featured Pilates. That includes gyms, hospitality, multi-unit housing complexes and people’s homes. 

On the hospitality front, the brand already has partnerships with Mandarin Oriental, The Savoy and One Crown Place, along with The Ned, Casa Cipriani and other luxury hotel chains.

McGaffin says luxury hotels have been highly receptive to the idea of placing connected Pilates reformers inside of their fitness centers, especially as the wellness tourism sector booms. 

“The list is growing rapidly. … These amazing brands want to offer a premium Pilates experience that matches, or if not goes beyond, the studio experience because it’s so immersive,” she adds.

The Case for Connected Pilates Studios

McGaffin also believes traditional Pilates studios can benefit from connected reformers. Studio owners can leverage Reform RX’s advanced metrics to create more personalized and immersive experiences for their members. The brand just released a new feature, MyScore, which tracks users’ heart rate and incorporates that data into workout routines. 

Studios can also supplement in-person instruction with virtual classes that take place on Reform RX machines in case an instructor isn’t available. McGaffin, a former studio owner, believes this is especially helpful as some Pilates brands struggle to hire enough staff to keep up with surging demand.

“We’re driving revenue for studio owners and operators for a hybrid model,” she says. “You can have this very personalized, top-tier, premium virtual offering in time that was dead time; now, that’s additional revenue.”

While there’s still significant work to do to get a critical mass of people comfortable with the idea of a connected reformer experience – Pilates is a highly traditional fitness modality steeped in tradition –  McGaffin and her team believe that, in time, Reform RX will become the standard inside studios, gyms and everywhere else. 

“There’s a Henry Ford quote, ‘If I asked people what they wanted, they would have said faster horses,’” she says, paraphrasing the famous businessman. “People don’t know there’s another way until innovation comes in to disrupt.” 

The post Can Reform RX Create a Connected Pilates Revolution? appeared first on Athletech News.

Getting fast results in the gym is no longer all the rage. Even in strength training, the ideals of recovery and prevention continue to gain steam. The long game is becoming popular — and TRX Training is an established player. 

As a leading provider of functional training products, TRX produces or acquires new innovations that directly meet fitness consumer demands. Amid the increased concentration on longevity and the rise of strength training, the brand has found a sweet spot with resistance-based, low-impact tools that help users live longer and healthier lives. 

“It’s been incredibly exciting for TRX to witness the simultaneous surge in popularity of both longevity and strength training,” said Brynne Elliott, Vice President of Education & Training at TRX. “This convergence aligns perfectly with our philosophy of promoting sustainable, functional fitness that supports long-term health and well-being. Seeing more people prioritize not just building strength, but also enhancing their overall longevity, validates the direction we are heading in.”

Core Strength & Functional Movement Are Key

Many of TRX’s products nurture core strength. That, along with functional movement, are two foundational principles for injury prevention and maintaining long-term health. 

“TRX focuses on functional movement patterns and core stability because these elements are vital to overall fitness and long-term health,” explained Krystal Say, TRX Senior Master Instructor. “Functional movements mimic everyday activities, which helps improve strength, balance, and flexibility in ways that are directly applicable to daily life. This focus not only enhances performance in various physical activities but also reduces the risk of injuries by ensuring that the body moves efficiently and correctly.”

“Core stability is also crucial because the core muscles support almost every movement we make,” she added. “A strong core helps maintain proper posture and alignment, which can prevent strain and injuries. By emphasizing these aspects in our programs, TRX aims to build a solid foundation that promotes prolonged health and resilience against injuries.”

Products That Promote Longevity 

TRX’s Suspension Trainer and Rip Trainer spearhead the company’s efforts to collectively address strength and longevity. Suspension Trainers leverage body weight with resistance training bands while engaging a user’s core to build balance and stability. 

“This constant engagement of the core helps build strength in the muscles that support your spine and improve your overall functional movement patterns, reducing the risk of injury in daily activities,” said Say. “Additionally, the TRX Suspension Trainer helps optimize mobility by allowing for a full range of motion in every exercise, ensuring that your joints and muscles remain flexible and healthy.”

Rip Trainers feature a similar style of resistance-based, low-impact strength training that also tests a user’s core but instead with a bar attached to a bungee.

“The TRX Rip Trainer uses rotational movement and asymmetrical loads to build core strength,” said Elliot. “This is particularly beneficial to golfers, tennis players, and pickleball enthusiasts, who see not only an improvement in performance, but also a reduction in pain, injury, and stiffness.”

The YBell, a kettlebell-dumbbell hybrid, also grants users a safe strength training experience while dodging injury risk. 

“These tools infuse mindfulness into workouts by encouraging focused, deliberate movements and body awareness,” Elliot said of the YBell, Rip Trainer and Suspension Trainer. “This mindful approach not only enhances the effectiveness of each exercise but also promotes mental well-being, contributing to overall longevity.”

The TRX Difference

Notably, TRX equipment doesn’t require users to be perfect to avoid injuries, nor does it ask anyone to move in a way that’s unnatural for the human body. 

The same can’t always be said for traditional equipment from competing suppliers — separating TRX from the pack. 

“While traditional strength training equipment like dumbbells and barbells can be effective, they can also pose risks if not used correctly,” said Say. “These tools often require precise form and technique to avoid injuries, such as strains or joint issues and do not always mimic functional movement patterns, which increases the risk of injury. 

“Without proper guidance, it’s easy to develop poor habits that can lead to long-term problems, especially if the equipment is used in a way that doesn’t engage the core or promote functional movement patterns,” she adds. 

For TRX, it’s all about educating gym-goers about these key differences. Their products’ superior functionality is there; awareness is all that’s standing in the way. With over 300,000 course graduates, TRX Training is empowering the next generation of fitness professionals to prioritize long-term health — both for themselves and for their clients. Elliot is committed to democratizing education

“Our courses are expert-led, available in many formats, and accessible to everyone,” she said. “We’re doing everything we can to improve member experience, one coach at a time.”

The post TRX Functional Equipment Is a Must in the Longevity Era appeared first on Athletech News.

The global fitness equipment market is on a trajectory of significant growth, according to a new report from ResearchAndMarkets.com. The report provides an in-depth analysis of market dynamics, trends and forecasts, highlighting a robust expansion from USD $17.01 billion in 2023 to an anticipated USD $25.17 billion by 2030.

The market, which saw a valuation of USD $17.97 billion in 2024, is expected to continue growing at a compound annual growth rate (CAGR) of 5.75% through the forecast period. This growth is driven by increasing global health consciousness, a rise in the number of gyms and fitness clubs and a growing demand for advanced fitness equipment.

The report notes that the prevalence of chronic diseases and obesity is prompting more individuals to adopt healthier lifestyles, further fueling the demand for fitness equipment. Additionally, the integration of smart technology into fitness equipment is changing the industry, offering consumers enhanced workout experiences.

Regional Insights

The Americas, particularly the United States and Canada, remain significant markets for fitness equipment, bolstered by high health awareness and technological advancements in connected fitness devices. Europe follows closely, with countries like Germany, France, Italy, Spain and the UK leading the market due to a growing emphasis on the health benefits of regular exercise.

In the Middle East and Africa, rising disposable incomes in countries like the UAE and Saudi Arabia are driving demand for premium fitness equipment. The Asia-Pacific region, especially China, is poised for substantial growth due to rapid urbanization, increasing disposable incomes, and government investments in gym facilities. Japan’s aging population is also contributing to the market, with a growing focus on healthcare initiatives that emphasize physical exercise.

Market Challenges & Opportunities

Despite the optimistic outlook, the market faces challenges, including the high cost of fitness equipment and the availability of counterfeit products. However, the increasing popularity of home fitness equipment, driven by busy lifestyles and the desire for convenience, presents significant opportunities. The report highlights that companies are actively investing in research and development to overcome these challenges and cater to the growing demand for innovative and technologically advanced fitness equipment.

Several noteworthy developments in the fitness equipment market were highlighted in the report:

• Chris Hemsworth’s Centr has launched 27 new products, including fitness kits and strength training equipment, available online and in Walmart stores. These products are designed with a modern aesthetic, complementing Centr’s digital membership tools.
• Luton Sports Village has invested £175,000 in new cardio equipment to enhance customer experience, introducing state-of-the-art machines like the Hammer Strength HD Tread curved treadmill and Air Bike.
• TRX’s acquisition of YBell Fitness has expanded its product range, offering a more comprehensive functional training experience. This strategic acquisition reinforces TRX’s commitment to providing high-quality fitness equipment and education.

The report provides detailed segmentation analysis, market dynamics and insights into the competitive landscape. Key areas of focus include:

• Product Utilization: Increased demand for strength training equipment.
• Distribution Channels: A shift towards online retail stores as consumers seek convenience.
• End-User Application: Expanding use of fitness equipment in fitness centers and gyms.

The report also delves into market disruptions, technological advancements, pricing and regulatory frameworks, offering a comprehensive view of the global fitness equipment market.

For more detailed information about the report, visit ResearchAndMarkets.com.

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Nick Colosi is on a mission to bring the benefits of blood flow restriction (BFR) training to the masses. 

A chiropractor turned founder of SmartTools, a Cleveland, Ohio-based company that makes medical, health and fitness equipment, Colosi is betting big on the future of BFR, which has long been used by physical therapists and athletes but could soon make its way into gyms and homes around the world. 

BFR training involves the application of bands or cuffs to restrict blood flow to certain areas of the body, usually the upper arm and upper leg, during weightlifting. This allows users to get the muscle and strength-building benefits of training with heavy weights while placing significantly less stress on their joints. 

“It kind of tricks the brain into thinking it’s lifting heavier loads than it is,” Colosi tells Athletech News, “At 30% of your one-rep max, you’re mimicking 80% of your one-rep max. That’s what has been shown in the research.”

Thanks to these effects, BFR training has become widely used in physical therapy contexts since it can help people regain their strength while rehabbing from an injury. Athletes also incorporate the technique in-season, when it can be dangerous to lift too heavy.

“LeBron James uses it quite often as a recovery tool after games or practices,” Colosi says. 

Bringing BFR to the Masses

To democratize access to BFR training, SmartTools has invested heavily in the modality since around 2017, creating products designed to make it easy for people to get started with blood flow restriction.  

The brand’s flagship BFR product, SmartCuffs 4.0, leverages an AI-powered processor and proprietary algorithms to create personalized pressure, known as limb occlusion pressure, or LOP. Users can control blood-flow restriction and other settings from the SmartCuffs app, reducing guesswork and eliminating the need for medical supervision. 

“Someone puts the cuff on and the machine does everything for them,” Colosi explains, noting that previously, users had to manually calibrate pressure.

In addition to LeBron, members of the Ohio State football program and the NBA’s Cleveland Cavaliers have used SmartCuffs as part of their training programs. SmartTools also inked a partnership with USA Weightlifting ahead of the 2024 Paris Olympics, giving America’s top lifters access to SmartCuffs during their training. 

On the rehab front, both the Mayo Clinic and Cleveland Clinic have outfitted all of their outpatient clinics with SmartCuffs, and SmartTools also has partnerships with some of the largest physical therapy chains in the United States, according to Colosi. 

We’re in about 5,000 to 6,000 clinics right now,” he notes. 

The next step, Colosi says, is getting SmartCuffs into the hands of the general public. 

He sees a future where fitness enthusiasts use BFR training as part of their everyday workout routines to aid in recovery, facilitate deload weeks or increase the recruitment of specific muscle groups. 

“At the end of the day, the goal is increased size – muscle hypertrophy – and increased strength,” he says. “That is what BFR does.”

BFR training can be especially beneficial for older populations looking to strength train without exposing their joints to heavy weights.

“I have an 85-year-old customer who uses the product almost every day so he can prevent sarcopenia, which is age-related muscle wasting,” Colosi adds.

How to Add BFR to Your Fitness Regimen

To incorporate BFR into your workout routine, Colosi recommends selecting one muscle group per session and following a simple, high-rep protocol.

“Generally, we recommend 30 reps for set one, then you take a 30-second break. You do 15 reps for set two and take another 30-second break break. Then 15 reps for set three, and take a 30-second break,” he explains. 

Less is more when it comes to BFR training, especially for beginners. Colosi says gym-goers shouldn’t do more than 4 sets in one BFR session, since working out with restricted blood flow is challenging. 

“It’s not something you’re just going to put on and do a CrossFit workout or something like that,” he says. “You won’t last five minutes.”

While BFR training can be highly beneficial, it’s probably not for the faint of heart. 

“It’s not a spa-like treatment, and I tell people that because they’re like, ‘Oh, it’s just like a (Hyperice) Normatec, you’re going to feel good after,'” Colosi says. “If you’re not feeling some discomfort during your exercise, you’re probably not using enough weight or enough pressure.” 

As Colosi endeavors to expand access to BFR training, his company has been in discussions with fitness brands including Equinox about potentially adding the products to their facilities. 

“We’re trying to get those partnerships with gyms because it’s definitely the next evolution of getting (SmartCuffs) out there to consumers,” he says.

In a world of fitness fads and outlandish marketing claims, Colosi is also quick to point out that BFR training is backed by quality science and research.

“A lot of people just don’t know what it is, and they don’t think it’s safe. It’s very safe; there’s a lot of science behind it,” he says. “Obviously, be cleared by your physician prior to any BFR training, just like you would with any strength training.” 

The post Why Blood Flow Restriction (BFR) Training Might Be the Next Big Fitness Trend appeared first on Athletech News.