Many fitness executives talk a good game about the importance of physical activity and healthy living. 

Cedric X. Bryant, PhD, FACSM, lives it.

Named president and CEO of the American Council on Exercise (ACE) last year, Bryant has held various leadership positions within the fitness education and certification provider since joining ACE in 2001. Before that, Bryant was an executive at StairMaster, and throughout his impressive academic career in the fields of physiology and exercise science, he’s authored more than 300 articles and co-authored or edited over 40 books

A fierce proponent of health equity and accessibility, Bryant sat down with Athletech News to discuss the link between exercise and chronic disease prevention, share how ACE is working to bring fitness and healthcare closer together, and give his thoughts on the rise of anti-obesity drugs like GLP-1s. 

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

Athletech News: Can you tell us about your background in academia and the fitness industry, and what prompted you to join ACE back in 2001?

Cedric X. Bryant: My career has really been split into thirds. The first third was the traditional academic route where I got my PhD in physiology, and then I went the teaching and research route at Penn State, West Point and Arizona State. I focused much of my work on the role of exercise and chronic disease prevention and management, exploring how physical activity could impact conditions like obesity, diabetes and cardiovascular disease, and looking at how we could use evidence-based approaches to improve overall health outcomes. I’ve always fashioned myself as a person who effectively bridges the gap between science and practice, who is able to take scientific information and present it in a manner where it’s very digestible to the professionals who are on the ground impacting lives.

The middle third I spent working in the for-profit world, heading up R&D for StairMaster, the exercise equipment company. That was a neat experience because it helped expose me to a different side of the industry. During that time, I became associated with ACE, serving on their scientific advisory board at the time, which evolved into me joining the organization back in 2001 as VP of science and education. That evolved into president and chief science officer, and I’m now president and CEO. I’ve been with ACE for almost 24 years now. 

ATN: How do you view ACE’s role within the fitness industry? 

CB: At a very high level, I see ACE as educating health and fitness professionals so they’re uniquely positioned to advance equity in physical activity and fitness by advocating for more accessible and science-based approaches. Being physically active offers so many important health benefits – and life benefits in general. I believe all people deserve to have those experiences made readily available to them. 

Because that’s such a large task, we’re big on collaboration and partnerships. No single entity can address the problems we’re trying to address as an industry in terms of physical inactivity and the associated issues with being obese and overweight. So we partner with our peer organizations, other health organizations, policymakers and communities to ensure that everyone, regardless of size, ability and background, has access to high-quality health and physical activity services. 

ATN: What have your early priorities been since taking over as ACE’s CEO?

CB: A lot of my early priorities have been an extension of what we’ve been doing as an organization. One is to expand our educational offerings, because I’m a big believer that life is about learning and growing. We want to make sure we’re always offering relevant content and topics so we can help professionals develop and grow throughout their careers. We’re looking at things like the anti-obesity medications and the role that exercise and fitness play with regard to individuals who might be using those to manage their weight. We’re looking at the smart utilization of AI to allow individuals to be more operationally efficient. We’re also looking at mental health and well-being from an educational perspective, and how can the health and fitness professional play an appropriate role while staying within the bounds of scope of practice.

In terms of the industry at large, I’m trying to make sure we play a thought leader role in helping to bridge the gap between fitness and healthcare. We want to strengthen the role that ACE plays, as well as the industry at large, in integrating health solutions and ensuring that exercise professionals are in a position to become viable members of what I call the optimal healthcare team. We also want to play a role in the whole public health sector in terms of increasing our presence in policy discussions around things like obesity, physical activity and health promotion. As an example of that, we’ve served on the National Academies of Sciences, Engineering and Medicine’s Roundtable on Obesity Solutions since 2014. 

ATN: What’s your take on the rise of anti-obesity drugs like GLP-1s? Will these medications be a positive or negative development for the fitness industry over the long term? 

CB: I think GLP-1s and (other) anti-obesity medications are going to play a positive role in helping individuals who have been impacted by obesity for quite some time but haven’t had success with traditional methods. 

However, I do think we need to be aware of and understand the fact that while those drugs can help people experience rapid weight loss, they’re not without some issues. It’s important that we as an industry understand what those are, and understand how we can play a role in helping to mitigate some of those issues, namely the impact of those medications on muscle mass, metabolism and exercise capacity. Even more importantly, a successful weight management intervention has to be sustainable. We know that unless individuals combine medications with the appropriate healthy lifestyle behavior changes, the results are likely not going to be sustainable. That’s where our industry can partner with healthcare to provide the appropriate supplemental exercise training.

ATN: So far, how would you assess the fitness industry’s collective response to the rise of GLP-1s?

CB: I’ll give you some positives and negatives. On the positive side, I’d say there’s a growing awareness, so more fitness professionals and organizations are recognizing the role of these anti-obesity meds in weight management. Because of that, there are new education efforts underway where some leading industry organizations are starting to offer training on how to support clients taking these medications. ACE has recently introduced continuing education courses along those lines. There are also some early positive signs of collaboration between fitness and medical professionals. 

On the downside, I think there needs to be a better understanding of these GLP-1 medications in terms of what they do and their potential side effects. I’d argue that because they’re relatively new, many fitness professionals lack sufficient knowledge of how these medications impact muscle mass, metabolism and exercise capacity. It’s (also) important that we avoid stigmatizing the folks who are taking these medications, because some fitness spaces still carry weight bias, if we’re honest.

But overall, I’m encouraged that there’s enough positive traction and movement. Better connecting fitness with healthcare is something the industry has been trying to do for decades. This just might be the gateway into that.

ATN: What’s one thing you’d most like to see change in the fitness industry?

CB: I’d say it’s (more) true collaboration. In my humble opinion, it’d be wise for all of us to recognize that we share a common foe: physical inactivity and unhealthy lifestyle behaviors. It’s not each other, regardless of what our acronyms might be. We partner with our peer organizations like ACSM and we work with the Medical Fitness Association, the Academy of Nutrition and Dietetics and the National Council on Strength and Fitness, because we believe we can accomplish so many more meaningful things if we work together and look for those opportunities where we have a common interest and a common bond. It’s the old rising tide, if you will. 

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Shed, a health and wellness brand centered on nutrition products, health coaching and weight loss medication, has a clear vision for the future of whey: Clear Protein Hydration.

An alternative to traditional protein shakes, which some find difficult to digest, Shed’s new Clear Protein Hydration line comes in three sugar-free flavors—Blue Razz, Peach Mango and Coconut Lime—offering hydration benefits along with 15 grams of protein per drink.

The product may also appeal to GLP-1 users looking to support appetite management and hydration.

Clear protein drinks have gained traction on TikTok, where young wellness consumers and influencers are swapping thick, creamy shakes for a lighter, more refreshing option.

According to a market research report from Grand View Research, the global clear whey protein market size is expected to expand at a compounded annual growth rate of 6.7% to 2030, fueled by health and fitness-minded consumers and the growing awareness of protein consumption.

Last year, several brands entered the clear game: Ascent Protein with Clear Whey Protein Isolate in two flavors: Pineapple Coconut and Orange Mango, each with 20 grams of protein, and as well as Gramms, a new clear whey isolate brand in fun flavors and single-serving packets for those on-the-go. 1Up Nutrition also sells clear protein isolate products in flavors such as Rocket Pop, Lemon Italian Ice (a best-seller), Peach Rings and more.

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F45 Training is celebrating its 2024 wins with bold plans to amplify wellness initiatives, accelerate global growth across its multi-brand portfolio—including FS8 and Vaura—and unveil a reimagined studio design and an enhanced strength training program for its flagship F45 brand.

In 2024, the boutique fitness leader opened 75 new studios across its brands and sold 87 franchises. F45 also expanded into new regions through master franchise partners, growing its presence in South Africa, South Korea, the U.K. and Europe. Several strategic partnerships were also forged with fitness competition brands Hyrox and Spartan, tech giant Samsung and cancer-focused initiative Battle Cancer. F45’s partnership with telehealth provider Dr. B may be its most lucrative, where program members can access GLP-1 medications and combine them with the franchisor’s fitness and nutrition tools.

“Our hard work and focus resulted in 2024 being a best-ever and pivotal year for the company, marked by significant overall growth and the highest Average Unit Volumes (AUVs) in our 12-year history,” F45 CEO Tom Dowd said. “This success reflects our dedication to refining every aspect of our business model, delivering exceptional support to our franchisees, and aligning our offerings with what members truly value.”

The fitness franchisor shared key metrics, including a 23% year-over-year increase in franchise ownership inquiries:

• F45’s AUVs increased by 12.4%, with same-store sales rising 5.6% globally. The brand recently unveiled “Recovery by F45 Training,” complementing functional training with popular recovery and performance-optimizing therapies such as infrared, saunas, cold plunge and percussion therapies

• FS8’s AUVs rose by 23.9%, accompanied by an 8.3% global increase in same-store sales. Dubbed a “category killer” by the franchisor and scoring the highest level of franchisee interest, FS8 opened its flagship studio in Austin, Texas last March. In addition to incorporating Pilates, FS8 offers a tone and yoga component in its low-impact workout led by certified trainers and instructional TVs. 

• Vaura Pilates—which opened its flagship studio in New York City last January—presents the wildly popular Pilates modality wrapped in a luxurious, “full-body sensory” athletic experience featuring mirrored ceilings, mood lighting, and a premium sound system. The concept saw AUVs surge by 51.5%, while same-store sales grew by 21.6% globally

“As we step into 2025, we are determined to build on this momentum, expand our reach, and bring more studios to communities with our three amazing and proven concepts, along with building new and exciting partnerships that add brand awareness as we expand our global reach and take market share,” Dowd continued. “Our Pilates business continues to build momentum with strong deal flow driving into the new year.”

The post F45’s Pivotal Year Is Just the Beginning, CEO Says appeared first on Athletech News.

Fitness Premier, a mid-priced gym chain based in Illinois, adding a medical weight loss program as the brand eyes franchise growth in small markets across the United States. 

The 19-unit gym franchise will be piloting a medical weight loss affiliate program across four of its locations, it announced. Fitness Premier says the program was designed in partnership with a “trusted vendor,” and aims to provide members with safe, effective, solutions for losing weight through integrations with personalized fitness and nutrition programs. 

 “Medical weight loss is a big thing across the country right now, and people in our communities don’t really have immediate access to it,” said Fitness Premier vice president Rick King. “It is one of the opportunities that we are exploring.”

The new program cements Fitness Premier as one of the first brick-and-mortar fitness brands to launch a medical weight loss program amid the rise of GLP-1s. Brands like Life Time, Equinox and F45 Training have launched their own programs catered to GLP-1 users, but brands on the lower end of the pricing spectrum like Fitness Premier have yet to embrace medical weight loss (a Fitness Premier membership typically runs between $40 and $60 per month).

The rise of GLP-1s presents a massive economic opportunity for gyms, valued at up to $6.8 billion according to one report. However, there’s been some disagreement among insiders about how feasible it is for gyms, especially low-cost-ones, to introduce safe medical weight-loss programs at scale. 

Fitness Premier believes the timing is now right for gyms to get in on the action. 

“There have been major advancements in the last four years, making it safer and more common,” King said. “What we’re working on is positioning this offering in a way that’s safe and makes sense for our franchisees and communities.”

Small Towns, Big Opportunity 

Fitness Premier’s medical weight loss program comes as the gym brand gears up for expansion, particularly in small-town markets. Fitness Premier currently counts 19 locations in Illinois, Indiana and Georgia, with future locations in the pipeline for Florida and Colorado. 

The gym franchise signed 6 new franchise agreements in 2024, which would grow its footprint by around 30%. 

Fitness Premier looks to open gyms in towns with populations of between 10,000 and 30,000 people, seeing an opportunity in areas of the country that are typically underserved by big-box gyms and high-end boutique fitness brands. 

“There’s not enough volume (in smaller towns) for the bigger players in our industry to run their model,” King told Athletech News. “It’s a huge opportunity for us because there are a lot of markets that fit our needs that the big players aren’t fighting over.”

Fitness Premier places a high priority on becoming a fixture in the local community in the markets it enters. The fitness brand is active in local chambers of commerce and hosts initiatives like 5K runs, according to King.

Operating in smaller markets also forces Fitness Premier and its franchisees to stay on their toes – you don’t want to get a bad reputation in a small town. 

“What I really like about small markets is you have to do it right or you’re never going to make it,” King noted. “There’s only so many people, so you can’t funnel through members like you can in some of the bigger markets. You have to learn retention, sales, and relationships, and you have to dig deep into the community right from the beginning.” 

The fitness brand also points to lower real estate costs per square foot in small towns as another reason they’re attractive for gym growth.

Tapping Into the Business of Recovery

While Fitness Premier operates in small markets, it’s bringing big-city amenities. The gym brand recently launched Relax + Restore, bringing modalities like saunas, massage equipment and cold plunges to its gyms.

Relax + Restore services are available as part of a premium membership that usually runs $20 more per month than a base-level Fitness Premier membership, allowing the brand to drive additional revenue.  

“We’re noticing that about 30% of our new members are buying that (premium) package right out of the gates,” King reports. 

Recovery services have also allowed Fitness Premier to appeal to a new customer base, attracting members who wouldn’t ordinarily come into a gym. 

“We’re attracting people to recovery that haven’t been attracted to us over the last 20 years to buy fitness,” King said. “We’re marketing that recovery area almost as a standalone, and we have people coming in who only plan on using that recovery room.”

Road to 100 Locations

Fitness Premier currently counts 19 locations with several more in the pipeline, but the brand sees much more runway for growth with its small-market model.  The brand recently sold multi-unit franchise deals in Colorado and Florida, and the growth may not stop there. 

King notes Fitness Premier has been laser-focused over the last few years on growing its back-office team to support franchisees at scale. With those back-office functions now squared away, the brand is entering expansion mode. 

“What we do on the back end for our franchisees is above and beyond what you’ll typically get in most franchise networks,” King said. 

Fitness Premier likely won’t ever become as big as the likes of Planet Fitness or Crunch Fitness, but it does plan to significantly grow its portfolio of gyms in the years ahead. 

“We’re not looking to be a brand that has 1,000 locations,” King said. “We’re looking to be a brand that maintains its integrity and looking to grow it with franchisees who are aligned.”

“Our reach goal was always 50 (locations), but we’ve been discussing internally, and we’re moving the target to 100,” he added.

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2024 has emerged as a defining year for gut health, capped off by Pendulum co-founder and CEO Colleen Cutcliffe, PhD, and longevity expert Peter Attia, MD, who co-led a gut and metabolic health-focused session at LongevityFest 2024 in Las Vegas this month.

Hosted by the American Academy of Anti-Aging Medicine (A4M), the event featured the two experts delving into gut health, metabolism and longevity in a session titled “The Importance of Metabolic Health and the Relationship with the Gut: A Conversation.” In their discussions, Cutcliffe and Attia highlighted emerging scientific advancements and next-generation probiotic strains like Akkermansia muciniphila, while emphasizing the importance of medications and lifestyle modifications in addressing common metabolic wellness challenges.

Although Dr. Cutcliffe and Dr. Attia are both at the forefront in metabolic health solutions—Dr. Cutcliffe at the helm of a microbiome science-focused biotech company and Dr. Attia as the founder of Early Medical, a lifespan-centered practice—the duo emphasized that metabolic health is a complex issue requiring more than a one-size-fits-all approach.

“This is a very difficult problem to solve,” Dr. Attia noted. “And when solving difficult problems, I like to have multiple solutions.”

The discussion also explored the interconnected relationship between diet and the microbiome, highlighting how high-performing microbes stimulate GLP-1 production, generate short-chain fatty acids essential for metabolic health, and thrive on fiber- and polyphenol-rich diets. Interestingly, studies have shown that those with pre- and type 2 diabetes and obesity tend to lack such strains.

“Nutrition and the microbiome are tied at the hip… what you’re eating is feeding these microbes,” Dr. Cutcliffe said.

As Dr. Attia explained, Type 2 diabetes extends beyond insulin resistance, representing a wide-ranging dysfunction across multiple organs, referred to as the ‘Ominous Octet,’ and described it as an “organ-by-organ assessment of Type 2 diabetes.”

When discussing solutions to support metabolic wellness, Dr. Cutcliffe emphasized the importance of specific probiotic strains, such as Akkermansia muciniphila and Clostridium butyricum, which also play a role in promoting weight management

“When you don’t have those strains and they’re not able to perform their function, you may not able to stimulate GLP-1 production,” she explained. “Akkermansia muciniphila has sort of emerged as a keystone strain because it also regulates the mucin layer of your gut lining.”

In addition to consuming mucin, the strain can stimulate the production of new mucin. Without Akkermansia, however, the gut lining structure is disrupted, potentially affecting GLP-1 production.

Check out Cutliffe’s recent discussion on unlocking metabolic health during Athletech News’ DISRUPT series here.

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While the obesity epidemic still runs rampant in America and much of the modern world, an ever-increasing number of consumers are prioritizing nutrition, leading to a proliferation of healthy food and drink options.  

Driven in part by the GLP-1 weight-loss craze, the market for healthy eating continues to grow, with brands from Nestle to Hims & Hers entering the space. 

Amid this backdrop, Lifesum, a popular healthy eating app with over 65 million users, has revealed its top five food and drink trends for 2025. 

“The future of food is functional, blending nutrition with purpose to support holistic health and well-being,” said Lifesum CEO Markus Falk. “These trends reflect a growing desire for foods and drinks that not only nourish the body but also empower individuals to live healthier, more balanced lives, making wellness both accessible and enjoyable.”

Here are Lifesum’s predictions for the five healthy eating trends set to define 2025, based on anonymized user trends and behaviors within the Lifesum app, supplemented by industry research and insights.

GLP-1 Enhancing Foods

Foods inspired by GLP-1 drugs like Ozempic and Wegovy are “set to dominate” in 2025, according to Lifesum. These foods help support weight management, either by boosting GLP-1 naturally in the body or by providing protein, which is vital for preserving lean muscle mass while losing weight. These foods are meant to complement weight-loss medications, not replace them, Lifesum notes. 

Examples include green tea blends, which contain catechins that boost natural GLP-1 secretion for appetite control, and protein-enriched coffee and energy drinks.

Brands To Watch: Nestle, Hims & Hers and SoWell have all introduced pre-packaged food and drink lines designed to support people taking GLP-1s, underscoring the growing market for weight-loss companion meals.

Fermented & Gut-Health Foods

Gut health and microbiome supplements have become highly popular, but the right foods can produce similar effects. Fermented and probiotic-rich foods are expected to take off in 2025: searches for gut-health foods increased by 47% in 2024, according to Lifesum’s research. 

Foods like fermented cashew cheese, a dairy-free alternative rich in probiotics, and kimchi superfood blends, which pair kimchi with ingredients like turmeric and spirulina, are foods to watch in 2025.

Brand To Watch: Supergut, a prebiotic superfood brand that launched in 2022, inked a deal with GNC earlier this year to bring its line of prebiotic drink mixes and bars to the health retailer. 

Nootropic Beverages for Cognitive Health

As mental health becomes a bigger priority for people around the world, nootropic drinks have emerged. A category of supplements designed to improve cognitive functions like focus, memory and creativity, nootropics are commonly found in pill form, but they’re also making their way into prepackaged drinks.

Examples of nootropic beverage include cacao-based tonics, which offer adaptogens like rhodiola rosea for mood and mental clarity, and matcha + L-theanine combos, which seek to pair energy and calm for cognitive support.

Brand To Watch: Odyssey, which makes ready-to-drink beverages infused with nootropics, raised $6 million earlier this year. 

Fiber-Rich Foods

The health benefits of fiber are becoming more appreciated by the general public amid the GLP-1 craze, thanks in part to the nutrient’s ability to regulate appetite. Searches for fiber-rich foods increased by 29% in 2024, per Lifesum.

To help busy people get more fiber on the go, fiber-infused sparkling waters and fiber-rich smoothie boosters could become more popular in 2025. 

Brand to Watch: Vibi+ is among those getting in on the fiber beverage trend. The brand’s prebiotic-infused water contains 27% of the average American’s daily fiber needs in one bottle.

Protein Powder & Foods (especially for women)

Protein-enriched foods are nothing new in the fitness world, but they’ve got impressive staying power. Driven in part by the rise of strength training and the benefits of protein consumption for GLP-1 takers, protein is poised to remain highly popular in 2025.  Women are seeking protein more than ever before for hormonal balance, muscle recovery and metabolic health benefits, Lifesum notes. Searches for protein-rich foods increased by 42% in 2024, according to the healthy eating platform. 

Protein donuts, which can be enriched with whey or pea protein powder, represent one creative way brands are offering protein in tasty ways. 

Brand To Watch: To help people get their daily protein while avoiding some of the GI discomfort that many experience while taking protein supplements, celebrity trainer Jason Walsh created Rise311, a plant-based protein powder that contains clean ingredients and enzymes for digestion. 

The post These 5 Healthy Food & Drink Trends Could Define 2025 appeared first on Athletech News.

In the everlasting battle that is weight loss, the public understands that using GLP-1s is only half of it. 

Medifast, the health and wellness brand known for its coach-guided lifestyle solution Optavia, recently conducted a survey with market research firm Talker Research to get a pulse on how Americans feel about weight loss medications and the size of their role in someone’s health journey. The data says it’s a supporting one rather than a lead one. 

Of the 2,000 nationally representative United States adults who participated, 65% of them believed that weight loss medications are more effective when used together with lifestyle changes, while 45% agreed that medications alone won’t allow them to reach their long-term goals. 

“Weight loss is a journey that requires a holistic approach, including proper nutrition, adequate exercise, sufficient sleep and a healthy mindset,” said Dan Chard, chairman and chief executive officer of Medifast. “The survey results clearly point to a growing need and desire among U.S. adults for a more comprehensive, balanced approach to weight loss that complements or goes beyond just medication.”

But while GLP-1s aren’t seen as the end-all-be-all in terms of weight loss, they can be a catalyst for it, along with a more holistic health lifestyle for users. The study also found that if weight loss medications were readily available, 73% of those surveyed would commit to healthy eating, 72% would commit to regular exercise and 55% would prioritize quality sleep.  

Chard and Medifast aren’t the only ones who’ve arrived at this conclusion. Paul Byrne, a partner in Harrison Co.’s Fitness & VMS practice, recently expressed a similar opinion to Athletech News, citing a report claiming the total addressable market for U.S. fitness clubs is expected to increase by $6.8 billion thanks to increased GLP-1 usage. 

Last year, Evercore ISI, an equity research firm, also relayed survey data where 39% of respondents said they avoid going to the gym due to feeling self-conscious. Thus, the firm predicted that large-scale weight loss could help to uncork a surge in new gym memberships.

“It is evident that the majority of people trying to lose weight understand the importance of lifestyle changes and are looking for effective tools and support to help them in their efforts,” Chard added.

Medifast touts Optavia as a key tool in this regard. The program facilitates weight loss programs with medical guidance while promoting additional healthy habits such as weight management, eating & hydration, motion, sleep, mind, and surroundings. 

“With our habit-based and coach-guided lifestyle solution, Optavia, Medifast is uniquely positioned to meet this clear consumer demand,” said Chard. “We offer customized programs and the support of coaches who draw upon their own personal weight loss experience – two of the top tools respondents identified as crucial. As the market continues to grow, we remain dedicated to supporting individuals in achieving their health and wellness goals through a holistic approach that incorporates both lifestyle changes and, where clinically appropriate, weight loss medications.”

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Life Time made headlines around a year ago when it launched Miora, a longevity and performance clinic that gives Life Time members access to medical guidance, personal trainers and services including bloodwork, recovery therapies and GLP-1 weight-loss drugs. 

The launch of Miora marked a turning point for the fitness industry’s embrace of the longevity movement. Since then, brands including Equinox and Fitness SF have launched similar services, while gym and health club operators across the country tout the promises of an era where fitness, lifestyle and healthcare converge. 

Jeff Zwiefel, the longtime former chief operating officer and president of Life Time who now runs the Miora program, sat down with Athletech News founder and CEO Edward Hertzman during the DISRUPT 2024 video series to share his thoughts on the program’s progress around 12 months after its launch.

Here are some key takeaways from their conversation.

The Rise of Longevity & Preventive Care

Zwiefel said Life Time created Miora to democratize access to health-optimization services that were once reserved for the “uber-rich.”

“The consumer, now more than ever, is interested in optimal health; they’re interested in looking good, feeling great, and living longer, better,” he noted. “And there wasn’t a viable, trusted solution on a national basis (that was) out there. … We felt like we could be a tremendous one-stop-shop solution for our customers.”

Miora members first get their bloodwork taken to measure over 90 biomarkers. Based on those results, medical and fitness specialists recommend a personalized combination of longevity, weight loss and performance protocols. Services include IV therapy, peptides, red-light therapy, aesthetic treatments and GLP-1s, among other options. 

The initial bloodwork for a Miora subscription runs between $400 and $800, and then a recurring monthly membership costs between $149 and $249. That’s not cheap, but it’s significantly more affordable than a personalized longevity program used to be, Zwiefel noted. 

“One of our objectives was to make this accessible to the masses (and) make this available to our customers at a price point that they can afford,” he said. 

While Miora leverages MDs and nurses, Zwiefel was quick to point out that the Life Time clinic isn’t meant to replace the doctor’s office. Instead, it’s meant to help “take people beyond neutral,” prioritizing preventive care in a way traditional American healthcare doesn’t. 

“We’re not looking to provide sick care, we’re not looking to provide treatment of disease,” Zwiefel said. “We’re looking to try to provide health optimization. We’re trying to help consumers look better, feel better, perform better.”

GLP-1s as a Massive Fitness Opportunity

On the subject of GLP-1s, Zwiefel noted he was originally skeptical of the weight-loss wonder drugs but became convinced of their value and efficacy after digging into the research. 

“The power … in creating hope for customers that have failed in their weight-loss journeys countless times is an amazing opportunity,” he said. 

Zwiefel is a firm believer that the rise of GLP-1s will be a positive force for the fitness industry over the long term by encouraging more people to join gyms and health clubs, or just work out in general. 

A recent report from investment banking firm Harrison Co. estimated that the total addressable market for U.S. fitness clubs is expected to increase by $6.8 billion as a result of more people taking GLP-1s.

“There’s no doubt that I think this is going to enlarge the segment of people working out,” Zwiefel said, although he noted that it’s incumbent on the fitness industry to ensure it’s creating a welcoming and safe environment for members taking weight-loss drugs.

“We’re at an inflection point within the health club industry, I would argue, to be at the center of this conversation” around GLP-1s, he added. 

Life Time Eyes Miora Expansion

Miora is still in pilot mode – Life Time’s flagship Target Center location in Minneapolis, Minnesota, is the only club that currently offers the clinic. But Zwiefel told ATN that the test is going well so far, and that Life Time is planning to expand the clinic to more of its locations across the United States.  

“We’re now at the stage where we are planning to roll out hub-and-spoke destinations across the other 180-plus lifetime locations,” Zwiefel said. 

Life Time’s planned nationwide rollout of Miora will be methodical, involving coordination with state laws and regulations as well as partnerships with local medical providers in select markets, Zwiefel noted. 

“We’re going to continue to thoughtfully roll Miora out in a very pragmatic and impactful way, but making sure that we continue to maintain the right quality as we scale – and consistency,” he said. 

To watch Zwiefel’s interview in full, click here.

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Echelon Fitness, a leading supplier of connected fitness equipment, has kept innovation at the forefront of all its labors since its launch roughly eight years ago. It intends to do the same for the next eight — and all that come after. 

“I believe we’ve done a good job of proving ourselves as a company who can make high quality products, with good design while also being innovative,” said Lou Lentine, CEO of Echelon Fitness. “Innovation is in our blood.”

In the past, present and future, Echelon has an array of products either out or set to come out that exemplify this attitude. The brand keeps a close ear to the ground regarding the needs of its commercial customers as well. With every solution Echelon develops, there’s one — or several — pain points for operators that are alleviated. 

Touching on a variety of sectors within the fitness industry in the process, Echelon is expanding its reach in accordance with its suite of products.

An Exciting New Launch

Echelon’s latest innovation, the Echelon Cable Crossover, supports arguably the hottest commodity in the fitness space today — strength training. The equipment does so in a new-age way as well. The equipment uses digital resistance rather than plates to form a consistent “pull” feeling. 

“It really burns your arms, chest or whatever exercise you’re doing,” said Lentine. “It’s a really good workout. We have 100 units and we hope to have those all pre-sold prior to our launch in January.”

The Cable Cross Over also comes with two servo monitors attached to it. Users can select eccentric, isokinetic or elastic modes when conducting their workouts and also increase or decrease resistance by more specific amounts within sets. 

This innovative machine will accommodate gyms, hospitality and multi-family industries as well. Without the banging plates that come with traditional cable crossover machines, Echelon’s version eliminates any unwanted noise, making it easy to integrate in such environments and a building block for similar products down the line. 

“They love it because it makes no noise,” said Lentine. “We’re excited about this, this type of machine, and we will be adding products in the line like that, also with a Smith Machine included as well in the future.”

“We’ve actually put the machines in a few gyms, including a gym here in Florida called Raw Fitness in Port St. Lucie,” Lentine added. “Their members have been loving it. Dom, the owner, loves it. It’s getting great feedback and that gym has a lot of hardcore fitness enthusiasts and bodybuilders there.”

Other Advancements in Strength 

But even with the Cable Crossover generating buzz as Echelon’s newest marquee offering, nobody has forgotten about the brand’s “ultimate strength too,” the Strength Pro. 

Like the Cable Crossover, the Strength Pro uses digital resistance to ensure controlled and consistent exercise movements. It also carries connected fitness panels that make trainers available to help with instruction and workout customization. It continues to be welcomed into gyms and remote fitness environments with open arms. 

“We’re seeing thousands of workouts every month being taken,” said Lentine. “The user can either take a workout with one of our instructors or they can build that workout with no instruction. We’re seeing the instruction workout being used very often.”

There’s also the Strength Home, a system designed to provide guided and customized workouts with easy-to-adjust resistance levels for individuals more distinctly interested in remote fitness. Although the Strength Home launched just a few weeks ago, Echelon is already planning on adding a handful of updates to it and the Strength Pro that promise to take the workout experience it facilitates to the next level.

“We’re working on a couple more things,” Lentine said. “We’ve added new instructors. We’re going to be creating workouts for specific gyms. It’ll be saved on the machine, so they’ll be only available for that gym. Plus, we are working on the ability for users to save the weight that they’ve done in prior workouts. That will be coming in the spring, as well as additional features that we’re working on.”

Wellness and GLP-1s

Echelon’s ability to keep a close pulse on fitness has led the brand into less traditional sectors of the industry as well. Weeks ago, Echelon launched ActiveMD, a subsidiary company with an online telehealth program that offers weight loss medications such as Ozempic, Wegovy, Mounjaro and Rybelsus to qualified individuals. 

Exciting as this new enterprise is for Echelon, the brand is taking its first steps into the GLP-1 space responsibly. Echelon is committed to keeping the individuals turning to GLP-1s healthy in all regards, also supplying them with the necessary workout plans to counter the muscle loss that may come with GLP-1 usage. 

“We understand that people are taking these GLP-1s so they’re losing muscle mass,” said Lentine. “We believe if we can combine S1 with the at-home health care, we can provide a better program than someone just buying the GLP-1 and then losing muscle mass. We’re trying to make it a better program for them than just buying a product on its own.”

Lentine also added that users will soon be able to get hormone therapy drugs, such as a testosterone supplement, via the platform as well. The brand is also excited to announce it will be offering partnership programs with gyms, allowing their members to order from myactivemd.com and the facility to receive a financial benefit.

Echelon has wellness at the top of its agenda as well. The brand recently purchased ThriveX, an advanced recovery solution supplier. With ThriveX, Echelon reports that it will launch saunas in 2025 as well as a new chiller system to implement with its cold plunges, capable of creating ice on top of the plunge’s water. 

“We’re excited to bring that to the market and think that’ll create a big buzz,” said Lentine. “We’re all in on the recovery and we think having this in our company really differentiates us from anyone else in the fitness product space.”

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Hims & Hers Health, Inc. is expanding its offerings to include daily meal replacement bars and shakes for its customers, beginning at $110 per month.

The health and wellness platform says the new protein-packed nutrition products suit those on a weight loss plan, including those on GLP-1 medications. A bar-and-shake subscription includes nutritional guidance, weekly meal plans, and recipes.

Earlier this year, Hims & Hers expanded into the GLP-1 space by offering compounded GLP-1s and oral medication kits. The platform recently released a white paper highlighting the program’s success, including a standout statistic: 87% of customers are actively working toward, nearing, or have already achieved their weight loss goals.

“For an individual’s weight loss goals, the most effective plans are ones that are holistic and sustainable in nature,” Hers chief medical officer Dr. Jessica Shepherd said. “Keeping up with nutrition is critical to a sustained weight loss journey, but can be difficult to stay on top of. Our priority is to support each of our individual customers by making it easier for them to get the comprehensive care they need.”

Hims & Hers snack bars offer 15 grams of protein and 19 vitamins and minerals in one serving and come in cinnamon, peanut butter, and fudge graham flavors. The shakes offer 27-30 grams of protein and 24 vitamins and minerals and come in double chocolate and vanilla flavors.

“Our meal replacements are designed to further strengthen the plans available to our customers for reaching and maintaining their weight loss goals,” said Dr. Craig Primack, SVP, of weight management at Hims & Hers. “Making affordable nutritional support easily available is one powerful way we can help people achieve a healthier lifestyle.”

Weight Loss Meds Influencing Food Products

The need for proper nutrition for weight loss medication users has given rise to new nutritional products. Food giant Nestlé has launched Vital Pursuits, a line of 14 frozen meals that hit shelves earlier this fall and provides dietary support for GLP-1 users and those working on weight management. Daily Harvest also offers a GLP-1 Support bundle that is high in fiber and has no added sugars. It’s a trend that has also extended to brick-and-mortar locations — Smoothie King, a smoothie franchise, has just unveiled a special menu to support GLP-1 users.

The post Hims & Hers Add Bars & Shakes for GLP-1 Users appeared first on Athletech News.

Signe Svanfeldt is the Lead Nutritionist at Lifesum, a highly popular healthy eating platform

In the quest for effective weight loss, GLP-1 medications have emerged, praised for their ability to enhance metabolic health and promote sustainable weight loss for people who are obese or overweight.

However, as with any weight management strategy, careful consideration is essential to ensure optimal health and functionality. A paramount concern for individuals utilizing GLP-1 medications is the preservation of muscle mass, a factor in which protein intake plays a pivotal role.

The Importance of Muscle Mass Preservation

Weight loss is more than simply shedding pounds; it is fundamentally about improving body composition. Muscle mass is integral to overall health, metabolic efficiency, and physical performance. When embarking on a weight loss journey – especially one facilitated by GLP-1 medications – our bodies adapt to reduced caloric intake by seeking alternative energy sources. This adaptation can lead to the utilization of muscle mass, resulting in adverse effects such as decreased strength, diminished metabolic rate and reduced fitness capabilities.

Muscle mass is critical for maintaining strength and physical functionality. Individuals with greater muscle mass typically exhibit a higher basal metabolic rate (BMR), which indicates an enhanced capacity to burn calories at rest. This is particularly crucial during weight loss, where the objective is to lose fat while preserving muscle. For those on GLP-1 medications, which often induce significant reductions in appetite and caloric intake, the risk of muscle loss becomes pronounced. Thus, a concerted effort to ensure sufficient protein intake and engage in strength training is vital.

Prioritizing Protein Intake

Protein serves as the fundamental building block of muscle, making its intake particularly crucial for individuals on GLP-1 medications. Experts recommend that individuals striving to preserve muscle during weight loss consume around 1.5 grams of protein per kilogram of body weight – almost double the standard recommendation of 0.8 grams per kilogram for the general population. Adequate protein consumption is essential for muscle repair and growth, ensuring the body can effectively respond to physical activity while maintaining strength.

To meet these elevated protein requirements, individuals should integrate a diverse array of protein-rich foods into their diets, including lean meats, fish, eggs, dairy products, legumes, and other plant-based proteins. Consuming protein-rich snacks can also help bolster overall intake without causing discomfort, which is particularly beneficial for those whose appetites may diminish due to GLP-1 medications.

The Integral Role of Strength Training

In tandem with proper protein intake, engaging in regular strength training is essential for muscle preservation. Resistance exercises stimulate muscle hypertrophy and contribute to maintaining muscle mass, even in the context of reduced caloric intake. Individuals are encouraged to incorporate strength training sessions into their routines at least two to three times a week, prioritizing compound movements that engage multiple muscle groups.

Strength training not only helps retain existing muscle mass but also enhances overall body composition and metabolic health. Moreover, it can improve insulin sensitivity – an important benefit for those on GLP-1 medications.

Effective Macronutrient Tracking

For individuals navigating weight loss on GLP-1 medications, apps like Lifesum provide invaluable tools for tracking macronutrients, with a particular emphasis on protein. Logging daily food intake allows users to gain insights into their dietary patterns, ensuring they meet their protein goals. Its user-friendly interface enables effortless adjustments to macronutrient targets, allowing for personalized protein intake based on individual weight and fitness objectives.

By consistently monitoring protein consumption, users can receive constructive feedback on their dietary habits through features like weekly scores, which identify areas for improvement. This intuitive, data-driven approach empowers individuals on GLP-1 medications to make informed nutritional choices and maintain muscle mass while progressing toward their weight loss aspirations.

The Significance of Micronutrients

While protein is essential for muscle preservation, micronutrients play a crucial role in supporting overall health, particularly during weight loss. Essential vitamins and minerals, including calcium, magnesium, and vitamin D, are vital for optimal muscle function and bone integrity. Calcium facilitates muscle contraction, nerve signaling, and bone density maintenance, while magnesium is instrumental in energy production and protein synthesis. Vitamin D is key for calcium absorption and is associated with muscle strength.

Given the reduced food intake often associated with GLP-1 medications, individuals may risk micronutrient deficiencies, highlighting the need for a diet rich in nutrients. Incorporating leafy greens, whole grains, legumes, and healthy fats can help ensure adequate micronutrient intake. Tracking your daily food consumption can assist users in promoting a well-rounded diet that fulfills all nutritional needs.

A Holistic Approach to Weight Loss

Combining protein-rich foods, strength training, and effective nutrient tracking is a comprehensive strategy for weight loss on GLP-1 medications. By prioritizing high-quality protein sources and committing to regular physical activity, individuals can optimize their weight loss journeys while safeguarding muscle mass.

Monitoring both macronutrients and micronutrients fosters a balanced diet that supports weight loss and muscle preservation. Its integrated biomarker testing offers personalized nutrition recommendations based on individual metabolic profiles, further refining the effectiveness of weight loss efforts.

The post How Protein Protects Your Muscle on GLP-1 Weight-Loss Drugs appeared first on Athletech News.

Hims & Hers Health, Inc. has released a white paper, “Hims & Hers Weight Loss: A Look at Early Customer Experiences and Outcomes,” providing insight into the success of compounded medication users within the Hims & Hers weight loss program. 

Early findings show that customers are managing side effects well and feeling healthier overall. 79% of compounded GLP-1 customers reveal their experience has met or surpassed their expectations. A high number (90%) report they are satisfied with their personalized dosing plan, and 87% of customers are working toward, nearing, or have already met their weight loss goal. 

“The data and insights we have been able to glean through our research show that our customers are having meaningful health outcomes when it comes to weight loss,” said Dr. Jessica Yu, senior director of patient experience at Hims & Hers. “The data shows our customers are experiencing good weight loss on compounded medications, having manageable side-effects through personalized dosing, suggesting the treatment is sustainable and they are making positive strides towards a healthier future.”  

Other findings demonstrate that, on average, those using oral medication kits lost 7.5 pounds within their first month – approximately 3.6% of their initial body weight. Those using compounded GLP-1s lost an average of 9.3 pounds (approximately 4.1% of their initial body weight) in their first month.

“The importance of these findings is significant as we believe early customer satisfaction and treatment adherence is likely to enhance long-term outcomes and even more important as we continue to search for ways to manage the obesity crisis in our nation,” Dr. Yu continued.

Dr. Patrick Carroll, chief medical officer of Hims & Hers, noted that the company is laser-focused on increasing access to personalized care in the highest impact areas of health and fitness.

“With over 40% of our nation’s adults considered obese, our country demands that we use our expertise, size, and industry leadership to answer the very real obesity crisis in the United States and be a part of the solution for the millions of Americans who have obesity and are looking for help,” Carroll said.

A KFF Health Tracking Poll found that roughly one in eight adults had taken a GLP-1 agonist earlier this year. With a growing supply and rising consumer demand, BMO Capital Markets anticipates that annual sales of weight-loss drugs could soar to $150 billion by 2033, surpassing earlier projections. 

“Hims & Hers Weight Loss: A Look at Early Customer Experiences and Outcomes,” can be found here. 

The post Hims & Hers Reports High Success Rate in GLP-1 Program appeared first on Athletech News.

Noom is adding in-app body scan technology that will help GLP-1 users measure important body composition metrics, track progress, and monitor possible muscle mass loss.

The digital healthcare company partnered with AI and machine learning company Prism Labs to provide the new body scan technology, which uses a smartphone camera.

“GLP-1s are highly effective in driving weight loss, however, much of the weight lost is actually muscle mass,” Noom CEO Geoff Cook said. Last year, Cook was named Noom’s CEO as the platform began its push into the weight loss medication space.

“Our partnership with Prism Labs makes accurate body mapping available to everyone,” Cook continued. “Our Muscle Defense fitness program emphasizes resistance training, and our thousands of high-protein recipes encourage healthy eating, but we needed a simple and accurate way to monitor muscle-mass retention. Now we have it. Now everyone on Noom can gain the body intelligence to live better longer.”

Members record a 10-second body scan video with the Noom app. The AI then analyzes the video, determines precise body composition measurements, and creates a personalized 3D body avatar. Machine-learning software then calculates the user’s body composition and metrics such as body fat percentage, fat mass, waist-to-hip ratio, and lean mass. The data is used to create a comprehensive health report and visualization.  

The new body scan and health report feature will become available to all Noom Healthy Weight and Noom Med subscribers in the coming weeks.

“Noom is an ideal partner because of their focus on using the best technology to empower everyone, everywhere, to live better longer,” Prism Labs CEO Steve Raymond said. “We built our platform to provide anyone with a smartphone with precise, accurate body composition information and health insights that were previously only available using expensive hardware. We’re thrilled to help Noom personalize their programming and empower and motivate their users to take control of their health while making our technology accessible to many millions of people.”

Noom’s New Enterprise Weight Loss Products

Noom has also launched two new pathways for employers to provide their team members with weight loss medications: Noom Med with Smart Rx, a partnership with Waltz Health and Noom Weight with GLP-1 Rx.

Noom Med with Smart Rx offers direct and cost-effective access to GLP-1 medications, where employers can cover the drugs as a supplemental benefit. Noom Weight with GLP-1 Rx, on the other hand, gives employers the option to offer weight loss support in the form of Noom’s behavior change program with the option to receive a discount on non-branded GLP-1 medications, such as the digital healthcare company’s compounded semaglutide product.

Both products will be available to employers in January 2025.

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For all the fitness industry’s growth as of late, the vast majority of Americans still don’t belong to a gym. GLP-1s might hold the key to changing that calculus. 

The rise of GLP-1s as weight-loss drugs is just getting started, and experts believe increased adoption over the coming years can be a huge boon for the fitness industry, finally getting a bigger swath of the U.S. population into gyms and studios. 

According to a new report from investment banking firm Harrison Co., the total addressable market for U.S. fitness clubs (including gyms and boutique studios) is expected to increase by $6.8 billion as a result of more people taking GLP-1s.

That’s an increase of around 20% from the fitness club industry’s current addressable market of $35 billion, the firm reports. 

“I think it’s one of the biggest opportunities to come along for the industry in a long time,” Paul Byrne, a partner in Harrison Co.’s Fitness & VMS practice, tells Athletech News. 

The Case for GLP-1s as a Gym Booster

The argument, which has been advanced by Byrne and other analysts, is that as more Americans start to take GLP-1s and lose weight as a result, they’ll be more inclined to want to join a gym. 

For gyms across America, this would be good news, especially since the GLP-1 wave is just getting started. 

Around 12% of Americans have taken GLP-1s at some point, and around 6% currently use the drugs. Those numbers are expected to increase significantly over the next few years as GLP-1s become more affordable thanks to more generic options and wider coverage from health insurance. JPMorgan estimates that the GLP-1 market will exceed $100 billion by 2030. 

While it’s too early to make a definitive judgment on whether the hypothesis advanced by Byrne and others will prove true, the early returns seem promising.  

“Once people go on GLP-1s, the data shows that they’re much more likely to adhere to a (fitness) program,” Byrne says, citing data gathered by Harrison Co.

What’s more, people’s motivation for going to the gym tends to shift from extrinsic to intrinsic, meaning they become self-motivated to work out rather than chase external validation like acceptance from peers or potential dating partners. 

“Once you flip into this intrinsic mode, you’re much more likely to go to the gym, and the data shows that you’re more likely to go more frequently,” Byrne notes.

Designing Gyms for GLP-1 Users

But the initial momentum of more people losing weight might not be enough to measurably increase gym membership numbers in the long run. The fitness industry likely needs to take deliberate steps to encourage GLP-1 users to stick to a workout regimen. 

Americans are famously overweight. They’re also highly averse to stepping foot inside the gym. 

Under 2o% of Americans currently own a gym membership. The fitness industry has long struggled to increase this figure. There’s even a term for these non-gym-goers in industry circles, the infamous “80%.”

“I’ve been in the fitness industry for over 40 years now, and I’ve been able to see the continued challenges we’ve had with breaking through the obesity epidemic,” Jeff Zwiefel, the director of Life Time’s Miora Performance & Longevity Clinic, tells ATN. “What we’ve been doing isn’t working. We’re not reaching the most at-risk people.”

Zwiefel believes GLP-1s can be gamechanger for the fitness industry, but only if operators around the country work to make people taking the drugs feel welcomed inside gyms by providing ongoing support that spans fitness, nutrition and overall wellness. 

Essentially, gyms should position themselves as the link between medical practitioners who prescribe GLP-1s and the people who take them. 

“We’re better-positioned than anybody to connect the dots for consumers,” Zwiefel says. “Who has better access to fitness professionals, equipment, nutrition programming and supplementation than gym operators?”

How can gyms do this? There are already a couple of examples, and some ideas for the future. 

Under Zwiefel’s guidance, Life Time launched Miora in 2023. Miora is a comprehensive program that gives Life Time members access not just to GLP-1s, but to physicians, nurses assistants and personal trainers to ensure they’re getting personalized, expert advice on how to work out, eat and generally take care of their bodies while losing weight. 

Luxury fitness brand Equinox has created a personal training program designed for its members who take GLP-1s, offering fitness and nutrition advice to help them form long-term, healthy habits around weight loss and fitness. 

Democratizing Access to Weight-Loss Advice

So far, and perhaps unsurprisingly, high-end fitness brands are taking the lead when it comes to designing programs that support GLP-1 users. 

It may be unfeasible for gyms on the lower end of the pricing spectrum to offer their members the type of white-glove service found at Life Time. But that doesn’t mean these brands have to sit on the sidelines.  

“There are other ways to access these customers without having doctors and nurses on staff,” Byrne believes. 

The Harrison Co. partner says high-value, low-price (HVLP) gyms can look to partner with local doctors’ offices who are prescribing GLP-1s, working together with physicians to develop training programs that best support the fitness needs of people on weight-loss drugs. Those programs would undoubtedly include a healthy dose of strength training, which is important in helping people preserve muscle mass while dropping weight. 

Gyms can also design digital programs that introduce GLP-1 users to the fundamentals of working out. This is especially useful since many people on GLP-1s have never attended a gym.

“If you have an app that’s specifically targeted to GLP-1 users, you kind of get over the hurdle of intimidation,” Byrne says. 

Zwiefel, meanwhile, is aware that most brands can’t offer a Miora type of program. But he wants to see industry leaders work collectively to educate fitness professionals on how to coach clients who take GLP-1s. This expertise will funnel down to gym-goers, whether they attend Planet Fitness or Life Time. 

“I would encourage operators to make sure they have foundational certification expectations,” he says. “I want to work with the industry to ensure there’s an accredited certification so that pros can gain this (knowledge).”

Right now, much of the talk around GLP-1s and fitness is highly speculative. But the ball appears to be in gym operators’ court when it comes to harnessing the power of weight-loss drugs to get more Americans working out. 

“I think it’s going to be a massive game-changer and a tremendous tailwind for the industry,” Zwiefel says of the increased adoption of GLP-1s . “But it’s like any tool, it can be used wrong and abused, and it can be used right.”

Download Harrison Co.’s 2024 fitness industry report, “Weights of Change: A New Era of Fitness Shaped by Gen Z, Millennials and Social Media,” here.

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SoWell, the metabolic health supplement distributor, is providing some extra balance for those riding the Ozempic wave. 

The brand is launching a three-part GLP-1 support system that mitigates GLP-1 side effects to help users stay on the medication. The Ozempic market is currently valued at $10 billion, according to SoWell. One in every eight Americans also takes Ozempic/GLP-1s for reasons beyond weight loss, such as alleviating other illnesses, according to a KFF Health Tracking poll from May of this year. 

This support system aims to assist that demographic, as SoWell also reports that 70% of users stop taking their GLP-1 medication after just one year due to limited help addressing its side effects. One of the most common setbacks stemming from GLP-1 usage is the loss of lean muscle mass.

“If weight loss is a goal, regardless of the intervention, it’s crucial to have the best tools and the right information to ensure beneficial and lasting results,” said Dr. Rekha Kumar, speaking on her strength training program for people experiencing weight loss from GLP-1s. “The last thing we want to see is people experiencing weight loss with medication while also losing muscle and decreasing their cardio-metabolic fitness in the process.”

SoWell combats that and more with this support system based on clinical research from founder Dr. Alexandra Sowa’s decade-long experience working with GLP-1 patients. The product includes 17 ingredients said to dilute side effects brought on by GLP-1s, such as nausea, constipation, diarrhea, fatigue, headaches, weakened skin elasticity, hair loss and muscle loss.

“As a physician specializing in internal and obesity medicine, I have spent over a decade working with
GLP-1 patients and understanding their unique needs and challenges,” said Dr. Sowa. “But other products on the market didn’t meet my standards and weren’t developed for GLP-1 users. There is a critical gap in the market when it comes to addressing the side effects an specific requirements of GLP-1 users on their weight loss journey. The SoWell GLP-1 Support System is designed to support and enhance the effectiveness of GLP-1 therapies while helping users achieve their health goals more comfortably and effectively.”

The system breaks down into three parts: SoWell Electrolytes, SoWell Protein and SoWell Fiber. SoWell Electrolytes mainly targets nausea and fatigue with Vitamin B6 and trace minerals. SoWell Protein focuses on maintaining muscle mass, skin elasticity and hair density with whey isolate, collagen protein and digestive enzymes while SoWell Fiber promotes long-term gut health and balances the digestive process with psyllium husk, guar gum and apple pectin fiber.

All are available separately or packaged together. They are all low-sugar, low-carbohydrate and possess zero artificial flavors, coloring or sweeteners. 

This launch from SoWell comes at a pivotal time, as GLP-1 suppliers are growing in accordance with the increased demand. Hims & Hers Health made the medication available to consumers earlier this summer. Ivim at Work even just launched a GLP-1 corporate wellness program. 

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FuturHealth, a weight-loss solutions company, has announced the launch of its Custom Meal Plans. GLP-1 medications, which are predicted to be used by 9% of the U.S. population by 2035, have drastically changed the wellness landscape. With many consumers confused about how to pair weight loss with nutrition, FuturHealth’s Custom Meal Plans seek to provide additional support.

“As the wellness industry moves away from quick fixes and embraces holistic approaches, FuturHealth is at the forefront of this transformation. We combine the latest scientific advancements with consumer needs, providing a comprehensive 360-degree lifestyle solution,” said Sabrina Burgi, chief operating officer of FuturHealth. “Our Custom Meal Plans exemplify our commitment to innovation in weight management. By pairing nutrition with medication, we address the uncertainty many face regarding dietary changes while on GLP-1s, promoting a healthier lifestyle during and after their use.”

FuturHealth notes that GLP-1 medications are effective for up to 20% of body weight loss before reaching a plateau. FuturHealth provides personalized meal plans to alleviate these dietary uncertainties for GLP-1 users for sustainable weight loss. Meals include options like Kickin’ Chicken Fried Rice, Southwestern Style Scramble, Cheesy Turkey Rotini, and Ancient Grain Bowl, among others.

With a growing customer base and over 1 million consumers who have successfully lost weight, FuturHealth provides personalized guidance from a network of 6,000 physicians, including MDs and RDs. The company also uses AI technology to manage the medication journey, scheduling necessary blood work 15 days in advance and sending reminders via app and text. The platform maintains a flexible supply chain with MSOs and pharmacies

“Our new Custom Meal Plans are developed by top dietitians and chefs, ensuring high-quality, nutritionally balanced meals that support our customers’ wellness goals effectively and sustainably,” added Burgi. “This launch marks a significant milestone in our journey to redefine the future of health and nutrition.”

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A study led by UTHealth Houston has revealed critical insights into the pre-operative preparation of people taking GLP-1 receptor agonists. The study found that over half of these patients had significant gastric contents before undergoing surgery, despite adhering to standard pre-operative fasting guidelines. This discovery emphasizes the urgent need for personalized nutrition and fasting protocols for patients on GLP-1 medications.

Kylie Bensley, a registered dietitian and founder of Sulinu Nutrition, has been at the forefront of addressing these nutritional needs. Bensley underscores the critical role individualized nutrition plans play in ensuring patient safety and optimal health outcomes.

“This study brings to light a crucial aspect of patient care that has often been overlooked,” Bensley states. “Those using a GLP-1 are on a hypocaloric diet that can potentially lead to nutrient depletion. Nutrient depletion creates enormous challenges during the postoperative healing process: slow recovery, reopened wounds, infections. Because the human body requires an excess of calories following surgery, these medications can have an adverse effect and actually create malnutrition, which hinders healing.”

The implications of these findings are significant for fitness professionals, who often work closely with clients on weight loss medications. With the increasing popularity of GLP-1 receptor agonists for weight loss, fitness professionals need to be aware of the unique risks associated with these medications. Understanding how GLP-1s can slow gastric emptying and impact nutrient absorption is crucial for providing comprehensive care and informed recommendations.

“Standard fasting protocols may not be adequate for individuals on GLP-1s. As healthcare providers, we must recognize the unique needs of these patients and tailor our pre-operative instructions to ensure their safety,” continues Bensley.

This call to action is vital for fitness professionals who aim to improve overall health and wellness, including helping to prepare clients for potential surgical procedures through educated programming. They can play a pivotal role in supporting their clients through informed guidance on nutrition, within scope of practice. By doing so, people can be better protected from potential complications, leading to improved surgical outcomes.

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In the latest episode of Athletech News’ Unscripted podcast, Ed Buckley, CEO of FitOn Health, a corporate wellness and benefits platform under FitOn, one of the world’s biggest digital fitness brands, joins co-hosts Edward Hertzman and Eric Malzone to discuss FitOn’s merger with Peerfit, how to build a remote fitness community and how to be “more than just a benefit” for members. 

Buckley, Hertzman and Malzone also break down the reasoning behind FitOn’s recent strategic partnerships, the balance between fitness, and healthcare and ongoing HSA/FSA fund restrictions. The three also discuss in detail the power of social coercion in fitness and the exponential growth FitOn has experienced over the past year.

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

• Key issues in corporate wellness
• The place of GLP-1 weight-loss drugs in fitness
• Ethics in the healthcare system

The post Unscripted: FitOn Health CEO Ed Buckley on GLP-1s, Fitness & Healthcare appeared first on Athletech News.

Anthony Geisler founded Xponential Fitness in 2017, building it into the world’s largest fitness and wellness franchisor. Under Geisler’s watch, Xponential acquired brands including Club Pilates, StretchLab and Pure Barre, growing them into household names across the globe. 

Earlier this year, Geisler resigned from his role as CEO of Xponential, telling Athletech News the timing was right for him to step aside. 

Geisler won’t be on the sidelines for long; he’s planning to stay in the fitness and wellness space, although he can’t yet publicly disclose his next move. 

Geisler sat down with Athletech News for an exclusive interview, speaking on his departure from Xponential and sharing his thoughts on the business of fitness franchising, the rise of GLP-1 weight-loss drugs, and the challenges and opportunities facing the industry in 2024 and beyond.

The following conversation has been lightly edited for clarity and length

Athletech News: We know there are still a lot of moving parts, but what can you say about your recent departure from Xponential?

Anthony Geisler: I’m proud of all that we built at Xponential Fitness, and I continue to wish the company well. The time had come for me to move on. 

ATN: Since leaving Xponential, how have you been spending your time?

AG: I’m balancing spending a lot of time with my family, staying fit and working – just like I have for many years.

ATN: You’re not the type of person to sit still. What’s next for you in your career? Are you planning to stay involved in the fitness and wellness industry? 

AG: Yes, absolutely. There’s a tremendous amount of opportunity in the fitness and wellness space, particularly in the area of technology. I’m excited about my next moves. 

ATN: We’ve seen so many new fitness and wellness franchise concepts pop up over the past few years. Is the market too saturated or is there still room for new concepts?

AG: The market is always going to have room for sound concepts. Does that mean that we’re going to see explosive growth of successful goat yoga or ‘boxilates’ studios? I don’t think so. However, there’s a lot of opportunity for concepts that have broad appeal to the large – and quickly growing – market of people who are focused on staying fit and eating right. 

ATN: There’s speculation that Solidcore is exploring a sale at a potential valuation of $750 million. Is such a large valuation justified? 

AG: Let me say a few things about this deal.  First, Solidcore has a great banker involved in the sale. Second, Pilates has massive upside. We saw this with (Xponential Fitness-owned) Club Pilates, which has more than ten times as many open locations as Solidcore – and Solidcore is the second largest player in the space. 

Third, although I’m partial to franchise models, I do believe that there’s a lot of room to grow in the Pilates space, especially for a differentiated concept like Solidcore. 

ATN: Do you expect to see a lot of M&A activity in the second half of 2024 and into 2025?

AG: No. M&A activity has been fairly light in recent years because of high interest rates. 

I’ve spent most of the last two decades looking at acquiring concepts and making M&A decisions – the underlying dynamics of those decisions have been dramatically changed by interest rate hikes over the last few years. It’s so much harder to pencil deals when the basis on your debt financing is several points higher. Your business strategy has to change as a result.  

Even if the Fed makes big moves in the coming months, I don’t expect that rates will move down enough to change these fundamentals.

ATN: What are the biggest headwinds facing the fitness and wellness industry right now?

AG: I see three major headwinds. First, interest rates are a major drag on M&A.  

Second, operators are finding it difficult to access quality real estate. Location is so incredibly important when it comes to launching and maintaining a successful fitness business. This has always been a challenge, and it will remain one for the foreseeable future. This is one area where it benefits to be a franchisee in a high-quality system. Top franchisors should have relationships with REITs (Real Estate Investment Trusts) across the country which allow their franchises to get the looks at quality real estate that others will not have. If you’re in the right system, this is a benefit of buying a franchise concept as opposed to starting your own. 

Third, we need access to a quality labor pool. This is true about any business, whether it’s running Google or running a gym. However, I think too many in our space take this lightly and do not invest in the highest quality talent possible. That is a big mistake.  

At the end of the day, our businesses rely on good rates, great locations and great people to be successful. 

ATN: What’s your opinion on the at-home fitness space? Can brands like Peloton, Tonal and Hydrow continue to survive or even thrive? 

 AG: There has always been a place for at-home concepts –  and there always will be. You can go back to the late Richard Simmons’ and Suzanne Somers’ video tapes to understand that some people will work out at home because it’s convenient or makes sense for their lives. 

However, outside of a global pandemic – when there was no choice but to be at home – these concepts are destined to be a small part of the overall market.

There’s a simple reason for this: It is very hard to build community digitally. People are social animals. They get better results and more satisfying workouts when they’re in the same room together and can create community. Their lives are enriched when they live them with other people, and that’s usually the case when it comes to how they work out.

ATN: What impact will GLP-1 weight-loss drugs have on the fitness and wellness industry? Could they create a new class of consumers for operators? 

AG: We don’t know how GLP-1s will be regulated or how many people will be on these medications, so it’s hard to assess how big an impact they’ll have on the market. 

That said, GLP-1s cause patients to burn 50 percent muscle mass. That is a huge issue that (fitness brands) need to address — and can help offset — with weight training. Of course, this ultimately will benefit the gym sector, particularly those that focus on weight training and building lean muscle mass.  

At some point, I think the American Medical Association and/or insurance providers will require patients to put a holistic plan in place surrounding the use of these medications. In the future, you will not be able to take the script without an approach to rebuilding the 50 percent of lean muscle mass that you will lose while on (GLP-1s) because if left unaddressed, this loss creates a whole host of other health issues.

ATN: What are your three fitness and wellness predictions for 2024 and beyond?

AG: First, we’ll see better technology enter the marketplace and make a significant impact in areas like point-of-sale and CRMs. You’ll see the integration of AI into customer management and other functions. The fitness and wellness spaces have been decades behind other sectors in the economy when it comes to technology and I think the gap is finally going to close. The success of businesses in this space will depend on it.  

Second, we’ll see an alignment between an increase in GLP-1s and individuals thinking holistically about their weight-loss and muscle-gain journeys. 

Third, we’ll see a growth in weight training, both as a modality on its own and as a feature added to other fitness concepts as people become educated about its benefits. This is certainly a trend we are seeing across many different concepts – and I think it is just the beginning. 

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GLP-1s are making global headlines for their impressive weight-loss powers, but they might also be effective in helping people kick alcohol dependency.

A new study released by Case Western Reserve University School of Medicine finds that the use of GLP-1 drugs is correlated with lower occurrences of alcohol abuse. 

In 2022, the National Survey on Drug Use and Health revealed that 28.8 million United States adults aged 18 and older suffered from AUD, or alcohol use disorder in 2021. AUD is one of the leading causes of disease across the globe yet there are currently only three medications currently approved by the U.S. Food and Drug Administration (FDA) to treat the disorder: acamprosate, disulfiram, and naltrexone. However, the results for these drugs are “modest” and “inconsistent,” according to the American Academy of Family Physicians. 

Semaglutide, one of the medications within the class of GLP-1s, or glucagon-like peptide-1 receptor agonists, was shown to reduce the desire for binge-like and dependence-induced alcohol consumption in a rodent model in 2023. The researchers at Case Western decided to test this theory on people, publishing a retrospective cohort study of 83,825 patients with obesity.

GLP-1 drugs replicate the gut hormone GLP-1, which assists with insulin secretion and helps increase feelings of fullness after eating. While GLP-1s are typically prescribed to help treat diabetes, regulate blood sugar, and assist with weight loss, they have now been brought to the table as a possible treatment for alcohol abuse disorder. 

Dr. Lorenzo Leggio and Dr. Leandro Vendruscolo, the 2023 rat model study’s senior authors, said there are overlaps between overeating and substance use behaviors.

“Parts of the brain that drive eating behaviors overlap extensively with the drive to use alcohol or other substances,” Dr. Leggio said.

The Case Western researchers conducted their retrospective study from patient electronic health records and found that many individuals taking GLP-1s, specifically semaglutide, experienced reduced “incidence and recurrence” of alcohol use disorder. 

The team also took a look at patient records of 600,000 individuals with type 2 diabetes and discovered similar findings. Those treated with semaglutide experienced fewer AUD diagnoses. 

The study’s authors say that while the findings are consistent, there’s still more work to be done. 

“While the findings are promising and provide preliminary evidence of the potential benefit of semaglutide in AUD in real-world populations, further randomized clinical trials are needed to support its use clinically for AUD,”  said Case Western research professor Pamela Davis.

Still, Rong Xu, a professor of biomedical informatics at Case Western, notes that the studies are hopeful for individuals with alcohol use disorder. 

“This is very promising news in that we may have a new therapeutic method to treat AUD,” Xu said.

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