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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AgelessRx, a telehealth platform specializing in longevity, is launching a needle-free alternative for weight loss medication users with oral sublingual drops.

While the appeal of drops may be appealing to consumers who are squeamish about injectables, oral sublingual drops have another perk: their ability to bypass the digestive system, offering more efficient and faster delivery of the medication compared to traditional oral forms, such as digestible tablets, according to AgelessRx.

“Our mission is to make longevity accessible for all, and GLP-1s are a core piece of that puzzle,” said Stefanie Morgan, vice president of applied sciences at AgelessRx. “The impact of these medications is proving to go beyond traditional uses to significantly improve key health metrics – from metabolic health to glucose regulation, liver function34, heart health and even sleep56 – that could be foundational to a long, healthy life and a key driver in longevity.”

The drops come in both Tirzepatide and semaglutide forms.

Noom and Found have also recently introduced need-free weight loss medication options for their customers. Found has added oral dissolving tablets, and Noom announced it would add oral medications at a $29 entry price for those with a lower BMI than needed to qualify for GLP-1s and those tapering off the weight loss medications. Last spring, Henry Meds added dissolvable tablets to its offerings.

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A study published in “Obesity Science & Practice” has indicated that Found, a specialized weight care telehealth platform, has demonstrated that clinically significant weight loss can be achieved through virtual obesity care. The study, which analyzed data from over 66,000 members, indicates that telehealth programs combining medication and lifestyle interventions may drive long-term weight loss outcomes.

The study is the largest of its kind for a telehealth weight care platform and assessed weight loss outcomes for Found members over 12 months. Found, which was created in 2019, provides medications, virtual clinical care, and a personalized plan for members to improve their weight loss outcomes.

“What’s remarkable about this analysis isn’t just its unprecedented scale for a telehealth weight care platform,” said Dr. Rekha Kumar, Found’s Chief Medical Officer. “Examining outcomes from over 66,000 patients tells us something profound about the future of obesity care. These results demonstrate that comprehensive virtual care can deliver consistent, clinically meaningful outcomes while dramatically expanding access to evidence-based treatment. By gathering real-world evidence at this scale, we’re showing how telehealth can democratize access to personalized, effective weight care.”

In the study, over half the participants achieved weight loss of 5% or more. After 12 months, the participants achieved a weight loss of nearly 10%. Average weight loss also increased from 3% at six months to 8% at 12 months. The study also demonstrated that participants who engaged with the Found app at least once a week lost an average of 10% of their body weight. More consistent users achieved a 12% weight loss. The study also found that long-term weight maintenance resulted, with 83% maintaining their weight loss after a year. GLP-1 receptors only accounted for 2.9% of prescriptions during the study, while 97.1% of prescriptions were for non-GLP-1 medications. GLP-1 users saw an average weight loss of 13.9% in 12 months, while non-GLP-1 users lost 8%.

The researchers also highlighted the strength of Found’s program, noting that it was “one that has implemented high-quality safety protocols, uses dose escalation for medications, and places a high standard on clinical quality review processes.” Overall, they stated that virtual solutions with Found-affiliated clinicians trained in obesity medicine can be successfully delivered for a large number of members. While there still remains a gap in research on obesity medications, particularly with telehealth, Found’s study indicates that such programs can deliver effective long-term results without geographic limitations.

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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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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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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.

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Tailored diets rich in protein and fiber are key to long-term weight loss, but mental health and medication risks pose challenges, according to a recent study conducted by researchers at the University of Illinois at Urbana-Champaign. 

According to the findings, participants who achieved the most significant weight loss over a 25-month period were those who consumed higher amounts of protein and fiber while adhering to a calorie-restricted diet. Flexibility and personalization in dietary plans were also critical in maintaining adherence, which is often a challenge in weight management programs.

Study Highlights

The study, published in Obesity Science and Practice, evaluated the effectiveness of the Individualized Diet Improvement Program (iDip), a self-directed dietary education initiative that leverages data visualization tools and intensive education sessions. The program was designed to empower participants to create personalized, nutritionally balanced weight-loss plans that they could sustain over time.

Participants who succeeded in the program (41% of the cohort) lost an average of 12.9% of their body weight after one year. In contrast, those who did not adhere as well to the program only lost about 2% of their starting weight. The key differentiators for successful participants were their ability to increase daily protein intake to approximately 80 grams and fiber intake to about 20 grams while keeping their daily calorie intake under 1,500.

The research team, led by Professor Manabu T. Nakamura emphasized that sustainable weight loss is highly individual and requires flexibility. 

“Sustainable dietary change, which varies from person to person, must be achieved to maintain a healthy weight,” Nakamura said. The iDip program allowed participants to experiment with different dietary approaches, equipping them with the knowledge and skills needed for long-term weight maintenance.

However, the study also highlighted several limitations and challenges, particularly for fitness professionals working with clients who have comorbidities. For example, participants diagnosed with depression lost significantly less weight compared to those without depression, indicating that mental health plays a crucial role in weight management and may require additional support and intervention.

Moreover, the study’s sample size was relatively small, with only 22 participants completing the program. The findings, while promising, may not be broadly applicable without further research involving larger and more diverse populations.

For fitness professionals and health coaches, these findings underscore the importance of incorporating flexibility and personalization into dietary plans, particularly for clients with specific health conditions (note: always keep scope of practice in mind). The study also suggests that early success in dietary changes is critical to long-term adherence, which means that initial stages of a weight-loss program should be carefully managed to ensure clients can achieve and maintain early wins.

Additionally, the research pointed out the potential risks associated with the increasing popularity of weight-loss medications, particularly those that severely restrict food intake. Without adequate protein consumption, clients may face serious side effects, including muscle and bone loss. Fitness professionals should consider these factors when advising clients on weight loss strategies, particularly those using or considering weight-loss drugs.

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In today’s health-conscious world, consumers are increasingly focused on holistic wellness, embracing aspects like weight management, metabolic health and longevity.

This shift towards proactive health management has created a demand for personalized, science-based approaches to wellness. It also reflects a broader movement towards proactive health management and a preference for sustainable solutions that support long-term wellness.

Wellness professionals applaud this swing from obsessing about the number on the scale or the shape in the mirror to focusing on true health. Alongside this, there is a growing demand for science-based approaches that are uber-personalized to individual needs, delivered in a consistent and elevated manner.

Lindora, a pioneer in this field, has been at the forefront of this movement for over 50 years, combining cutting-edge medical expertise with personalized care to transform lives through comprehensive metabolic health solutions.

Proven Experience Yields Exceptional Results

For five decades, the company has helped tens of thousands of people on their weight-loss and wellness journeys, incorporating nutrition, lifestyle, exercise and the latest innovations in weight-loss medications (GLP-1); IV hydration; hormone replacement therapy (TRT); and other services.

With more than 15 million patient visits since 1971, the experts at Lindora Clinic have developed a deep understanding of the science of weight loss. Its 50 years of clinical research and experience, combined with an ongoing passion to continually improve and enhance its program and protocols, has earned Lindora a reputation as the gold standard in the field of weight management.

“Lindora brings years of rigorous weight loss research and development to our medically-guided weight management solutions that are delivered with a hospitality-minded approach,” says Dr. Amy Lee, Chief Medical Advisor for Lindora. “We strive to be the approachable authority that creates a remarkable client experience.”

What does that experience look like? From the moment a client walks through Lindora’s doors, they embark on a transformative journey that combines advanced medical expertise with personalized care, all delivered in a welcoming and supportive environment designed to empower lasting change.

The Customer Journey

Lindora’s wellness boutique experience begins with a comprehensive medical consultation and personalized assessment to learn about each client’s medical history, metabolic health journey and personal goals and obstacles.

Medically, each new member undergoes an exam and a complete lab panel.

“We conduct a VAP (Vertical Auto Profile) Cholesterol Test, a full chemistry panel that tests for diabetes indicators, inflammation and over 20 diagnostic values because it’s critically important to know your numbers,” says Lee. “It’s also empowering for clients to understand their true and current state of health beyond how they look or feel.”

The evaluation identifies risk for conditions such as heart disease, stroke, diabetes, abnormal cholesterol levels, metabolic syndrome and other preventable diseases that may be associated with insulin resistance and excess weight.

The consultation also includes a baseline body composition assessment using In-Body. Ongoing periodic assessments are then used to track and measure progress throughout the program.

Based on all of the metrics and information gathered, a tailored 10-week plan is devised to set weight loss and body composition goals, and ultimately improve the client’s metabolic health.

Optimal Nutrition Delivers Results

Customized ketogenic-based, lean-protein, low-carb nutritional programs are largely what drive the desired results. These are lean-protein, low-carb meal plans that are medically- based, rooted in science and administered by medical professionals. Each client is monitored regarding his/her response to the programs.

Members also receive one-on-one nutritional coaching.

“Our regimen entails educating our clients upfront, and throughout their journeys,” said Lee. “This empowers individuals to create lasting change to improve their lives when it comes to not only eating better, but moving more and reducing stress.”

A Holistic Approach

Physical stress is also a big piece of the puzzle when it comes to overall well-being and one that Lindora takes seriously. 

Stress is measured by a blood biomarker called hs-CRP.

“Many clients who suffer from overweightness and obesity have an elevated number,” explains Lee. “This biomarker is a protein that is made from adipose (fat tissue) so we know that once one starts losing weight, this marker will also respond and decrease.”

Lee explains more from a holistic standpoint.

“Physical stress from inflammation is not benign,” she says. “Having a high level of inflammation can affect other condition states and also result in overall pain and aches of the body. Further, physical stress can be the result of ongoing psychological stress, so it is very important to treat the body as a whole, both mentally and physically.“

Treating the body as a whole goes beyond weight loss. Lindora is acutely aware of this and has developed a full suite of services to support holistic health outcomes, including hormone replacement therapy, vitamin injections, IV hydration and more, with flexible plan options.

Beyond the Weight Loss

Lindora’s comprehensive approach delivers outcomes far beyond the number on the scale. A healthy diet rich in nutrients fuels the body toward longevity. Outcomes include lower risk of heart disease, diabetes, metabolic syndrome, insulin resistance, abnormal cholesterol levels and other preventable conditions and diseases associated with being overweight.

“Another benefit is a decrease in inflammation which leads to less pain, increased mobility and better focus,” says Lee.

When it comes to metabolic health, Lee says it’s much like physical fitness.

“Once you achieve a fitness goal at the gym, you don’t quit the gym, you modify to maintain,” she says.

For each 10-week weight loss program, the final two weeks include a metabolic adjustment where clients increase their food intake to allow their bodies to acclimate to a new set point, and for the body to process additional calories.

“When our clients reach their weight loss goals, they are encouraged to transition to a maintenance program to ensure their habits and diet support maintaining their target weight,” explains Lee.

The brand offers wellness memberships to aid in weight management and help clients sustain their goal weight.

Ultimately, Lindora is dedicated to transforming lives for the better from the inside out.

“For 50 years, our team of scientists, researchers, and medical advisors has been guiding people on their individual journeys toward holistic health,” says Lee. “We are helping people increase both their lifespan and healthspan.”

The post Lindora’s Vision: Transforming Lives Through Metabolic Health appeared first on Athletech News.

It’s not fast food that Illinois-based Protein Bar & Kitchen serves – it’s “fast fuel,” according to the brand.

The better-for-you, fast-casual restaurant brand has inked its first multi-unit franchise agreement at a time when nutrition is trending, JP Morgan has created a $500 million fund targeting weight-loss drugs, and weight loss medication patients are searching for ways to get adequate protein and nutrients.

Protein Bar & Kitchen, which offers protein-packed meals, soups, smoothies and parfaits covering breakfast, lunch and dinner, plans to open its first Northwest Indiana location in Crown Point next month. Its new partner is a seasoned multi-brand and multi-unit restaurant franchisee, according to the Protein Bar & Kitchen leadership team.

The location will feature the quick-serve brand’s first drive-through for added convenience, along with its dine-in, carry-out, delivery, online orders and catering services.

Private Equity firm L Catterton invested in the fast-casual restaurant chain in 2013.

“As consumer demand continues to rise for protein-packed, healthy meal options, we are excited to welcome our very first franchisee to Protein Bar & Kitchen,” said CEO Jeff Drake. “The all-day power of protein is growing in popularity, and as we grow our footprint across the nation, we look forward to bringing PBK to Crown Point.”

Behind the Protein Bar & Kitchen is entrepreneur and founder Matt Matros, the creator of Limitless Sparking Water, who launched the protein-powered quick-serve brand in 2009 in Chicago. The brand began with selling smoothies and then later added quinoa, and has since grown to over ten locations. 

Drake helped to revolutionize the fast-casual chain after taking the reins in 2017.

Drake hit the ground running, and by 2018, Protein Bar and Kitchen had had its best year since its launch. He’s encouraged by the consumer interest in improving health. Plus, having a protein-based menu is ideal for all diets, Drake pointed out, whether a consumer is vegan, vegetarian or paleo.

“It doesn’t matter what diet you’re on, protein is a key component of that,” he said, explaining that the brand has enhanced its menu over time.

In a LinkedIn post last month, Matros celebrated Protein Bar & Kitchen’s fifteenth anniversary and its 14 locations, thanking its “OG PB loyalists.”

Prospective Protein Bar & Kitchen franchisees are required to have a minimum liquid capital of $150,000 and a net worth of $1 million.

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Workplace wellness is taking a new shape, thanks to the rising interest in weight loss medication.

Employers could soon be helping staff slim down following a newly forged partnership between healthcare solutions provider Xevant and telehealth platform Ivim Health to offer a corporate GLP-1 solution, Ivim at Work (IaW).

While studies have generally shown that employees (particularly Gen Z and Millennials) prefer employers that support their health and well-being with corporate wellness programs, one eye-opening finding this year revealed that 20% of Americans would change jobs in favor of an employer that sponsors Ozempic or Zepbound as a healthcare benefit.

The strategic partnership will see Ivim Health’s team of board-certified obesity management specialists ensure employees receive personalized treatment and support, while Xevant provides access to low-priced GLP-1s from a network of suppliers of branded and compounded weight loss medications.

“Our partnership with Ivím Health brings an unparalleled level of care, cost, control, choice, and corporate wellness solutions to the market,” Xevant CEO Brandon Newman said. “By leveraging Xevant’s data analytics and Ivím Health’s clinical expertise, we are confident in delivering a program that sets a new standard in corporate wellness.”

The program will be available starting August 1. 

Beyond saving employees money, the IaW program is expected to reduce healthcare costs, improve health outcomes and increase productivity and retention, according to the platform.

“We are excited to introduce ‘Ivím at Work, a groundbreaking step forward in workplace wellness, in partnership with Xevant,” Anthony Kantor, CEO of Ivim Health, said. “This program cultivates our commitment to delivering tailored, impactful health solutions that significantly enhance employee well-being and reduce healthcare costs.”

The global market for anti-obesity medications could grow to $100 billion by 2030, according to Goldman Sachs Research.

More recently, JP Morgan Private Capital, a venture capital and growth equity investment team under JP Morgan Asset Management, raised over $500 million for a life sciences fund targeting private biotech companies with a keen focus on the weight-loss drug space.

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Americans are getting healthier and making their wellness a priority according to The Vitamin Shoppe, which has released a study identifying the top five health and wellness trends for 2024.

Over half (55%) of respondents in The Vitamin Shoppe Consumer Survey reported that their lifestyles are either “much more” or “somewhat more” healthy since the end of the pandemic (defined as May 2023) — encouraging news for the nutrition and supplement industry, which is excited to welcome new health–driven consumers. 

The Vitamin Shoppe announced last month that it’s launching a telehealth service, Whole Health Rx, to offer weight loss medications to eligible consumers.

Here are the top trends from The Vitamin Shoppe’s Health & Wellness Trend Report 2024, based on the company’s sales and consumer survey findings from the past year, including data from research partner Spins.

GLP-1s Drive Nutrition-Based Supplement Sales

The GLP-1 boom is rapidly slimming down Americans, but it’s also opened the door for supplements such as proteins, multivitamins, fiber and probiotics to emerge as a key component in using weight loss drugs.

The Vitamin Shoppe notes that it’s seen a “sales bump” in ready-to-drink protein beverages, up 10% in 2023 versus the previous year. Meal replacement products designed for weight management also saw a 13% rise in the first four months of the year. According to Spins, protein supplements and meal replacements were up 15% industry-wide for the 52 weeks ending November 5. 

Food giant Nestle will soon release a protein-packed frozen food line for GLP-1 users — a sure sign that other food manufacturers will likely follow suit. 

“It’s a time of meaningful evolution in our industry, with innovations such as GLP-1 medications driving increased attention on the importance of healthy nutrition while social media continues to create surges of interest in a wide range of health and wellness supplements and products,” The Vitamin Shoppe CEO Lee Wright said.

The Staying Power of Longevity 

Longevity may be the wellness buzzword of 2024 — and for good reason. Tech advancements and an increased interest in health and wellness have led to the creation of a growing longevity economy that puts consumers in the driver’s seat of their health.

The Vitamin Shoppe says it has installed longevity-centric displays in all of its stores, showcasing products that support healthy aging, cellular and cognitive health and mobility support. The company indicated that cognitive support products were the largest sales drivers by volume within its longevity merchandise. Cellular health support products, on the other hand, had the biggest sales improvement in 2023 (up 45% from the prior year). 

Gut Instincts

Vitamin Shoppe has identified gut health as a top trend for 2024, partly supported by the destigmatization of common issues such as bloating and IBS and the rise of supplements like probiotics, prebiotics, psyllium husk, and digestive enzymes as helpful products for those with gut-related problems. The company says its ProBioCare line of probiotics and digestive health products saw sales increase 24% in 2023 and experienced a 44% boost in Q1 2024.

Across the board, digestive health and enzyme products sales have increased 9% for the 52 weeks ending November 5, according to Spins.

Women Invest in Their Health

Women’s health has also taken center stage, with Spins revealing that women consumers are increasingly interested in “case-specific supplements” to address their unique needs. Premenstrual syndrome (PMS) formulas, in particular, saw a 12% increase in sales for the 52 weeks ending October 8.

The Vitamin Shoppe also is catering to women with the launch of Health & Her, Wile, and Solaray Her Life Stages, three new lines that offer support for female consumers 40-plus looking to address areas like perimenopause, menopause, post-menopause, hormonal health, emotional health and sexual health.

Sipping to Health 

Functional beverages have become a quick and tasty way to ingest vitamins, adaptogens, nootropics and botanicals, with The Vitamin Shoppe dedicating an endcap display in 500 of its stores to brands like Kin Euphorics, De Soi, Hiyo and Parch to support growing functional beverage sales.

Ready-to-drink functional beverages have grown 20% in the natural channel for the 52 weeks ending November 5 and 5% in larger multi-outlet and convenience channels, according to SPINS.

The Vitamin Shoppe Health & Wellness Trend Report 2024 is available for download here.

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The Vitamin Shoppe is launching a telehealth service, Whole Health Rx, that connects consumers with licensed healthcare providers that offer access to nutritional supplements and GLP-1 drugs such as Ozempic and Mounjaro, as well as compounded versions of semaglutide and tirzepatide, the active ingredient in Zepbound.

The move positions Whole Health Rx to compete with other similar platforms, such as Noom Med, Henry Meds, Eden and Sequence. While the new platform will initially focus on weight management, Whole Health Rx plans to expand into other health verticals.

“Whole Health Rx by The Vitamin Shoppe is a meaningful evolution in our company’s mission to consistently and comprehensively support the health needs of our customers,” The Vitamin Shoppe’s CEO Lee Wright, said. “As a pioneer in the wellness space since 1977, The Vitamin Shoppe is uniquely positioned to offer a truly holistic approach to weight loss that unites proven pharmaceutical interventions with our unmatched expertise in nutrition support and whole-body health.”

Wright was appointed as CEO last year after The Vitamin Shoppe’s parent company, Franchise Group, announced its intentions to go private through a $2.6 billion management buyout. 

Whole Health Rx consumers begin with an online questionnaire regarding their medical history and health goals. If approved for a prescription, orders will be filled through Whole Health Rx’s pharmacy partners and delivered in the mail. Patients also have access to online resources through the platform to support their decision-making in their health journey.

Supplements geared towards weight loss support (such as protein, multivitamins, probiotics and fiber) will also be available for Whole Health Rx users, as well as in-store and online at The Vitamin Shoppe. 

“Data shows that a significant percentage of the population is not meeting the daily requirements for key nutrients, such as vitamins C, D, and magnesium,” said Brian Tanzer, director of scientific and regulatory affairs at The Vitamin Shoppe. “This problem will be further exacerbated by the use of GLP-1 medications, which decrease overall food intake. Whole Health Rx is a multidimensional service that can help ensure individuals have the proper nutrition information and products to manage weight loss in a healthy and effective manner.”

Monthly medication subscriptions start at $219 with introductory pricing ($269 at regular price), with no insurance required.

Brands & Retailers Make Wellness Play 

Wellness products, particularly those in the supplement, vitamin and functional food and beverages space, have been a key focus of retailers in the last year — and for good reason.

Consumers are on board with vitamins and supplements; they were the second-most-popular consumer packaged goods category purchased during Amazon’s October Prime Day in both 2023 and 2022. 

Target deemed 2024 the year of health, rolling out over 1,000 wellness products on its shelves, including many exclusive to the retail brand. 

It’s apparent that brands are targeting Gen Z, keenly aware that young people are willing to cut back on other luxuries to have more money to spend on wellness products.

Ghost, a supplement and sports nutrition brand, presents colorful, youth-centric packaging with flavors geared towards young consumers — such as Chips Ahoy!, Oreo, Nutter Butter and Sour Patch Kids. The company also sells a product marketed to gamers, with nootropics and other ingredients it says are geared for focus and energy.  

Weight-Loss Foods & Supplements Emerge

There is also an emerging market for non-injectable weight loss options and products intended to support those who have transitioned off of Ozempic and other semaglutide products.

GNC introduced Total Lean GlucaTrim, an over-the-counter supplement that it says supports healthy blood sugar and insulin levels. The caffeine-free product includes Berberine, a compound extracted from various plants and dubbed ‘Nature’s Ozempic.’ 

Supergut, a prebiotic superfood brand, recently partnered with GNC, including its popular Gut Health GLP-1 Booster – a high-fiber prebiotic mix. The company, which launched in 2022, aims to naturally trigger the release of the GLP-1 hormone with fiber, sending a signal to the brain to slow digestion and elicit a feeling of fullness.

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Fiber-packed products in the gut health space could offer budget-conscious and semaglutide-wary consumers an injection-free path toward weight loss.

Experts have long referred to the gut as the body’s “second brain” for its impressive system that houses over 100 million nerve cells and communicates with the upper brain — but now, gut health has taken center stage, especially as consumers have become more health-conscious. 

The topic has even found its way onto Netflix, which premiered “Hack Your Health: The Secret of Your Gut” last month. The documentary focuses on microbiome research and gut health’s impact on mental and physical health.

Gut Health Emerges as Massive Market

For many consumers, the quest for good gut health has just begun — and businesses are ready — like Viome, a healthtech and longevity startup that raised $87 million for its at-home microbiome testing kit.

While research is ongoing, experts say that factors such as a diet of ultra-processed foods, antibiotic use and the environment can all contribute to poor gut health. However, a high level of diversity in gut bacteria is helpful in overall health — a key point made in “Hack Your Health: The Secret of Your Gut” — and a lack of it can contribute to conditions such as obesity.

Ozempic, Wegovy and other weight loss drugs mimic the GLP-1 hormone to slow digestion and signal the brain that it’s full. However, certain foods (especially those high in fiber) can naturally trigger the release of the GLP-1 hormone. Fiber has become central to the GLP-1 and weight loss connection: one study found that increasing fiber in the diet can significantly modify the gut microbiome, yet only 7% of adults in the U.S. meet fiber recommendations.

Biohackers and wellness enthusiasts have long been known to use fermented foods to boost gut diversity, but the shift towards whole health wellness has invited new consumers into the fold.

As celebrities begin to shrink and neighbors suddenly look much more svelte, it may seem like everyone is on GLP-1s. A recent poll found that approximately one in eight adults (12%) say they have taken a GLP-1 weight loss medication, including 6% who are currently using them. However, regardless of health insurance coverage, many surveyed reported that it was either “somewhat” or “very difficult” to afford the medications.

Semaglutide Alternatives

Between a high price tag, tight supply (Mounjaro and Zepbound are both showing limited availability through the second quarter) and general uneasiness about the unknown and possible long-term effects of weight loss medications, some products have begun to hit the market offering an affordable alternative.

Supergut, a prebiotic superfood brand that launched in 2022, has quadrupled its sales in the past two quarters and has now partnered with GNC to sell its products that improve digestion and promote weight loss. 

Pivoting to a nationwide retail deal from a direct-to-consumer model could be a game-changer for the brand, which makes Gut Health GLP-1 Booster — a prebiotic fiber mix that can be added to any food or beverage and offers 6 grams of fiber. The brand also makes snack bars and meal replacement shakes and is rolling out to Erewhon, Fresh Thyme Markets and three other retailers in addition to GNC.

Supergut’s founder and CEO Marc Washington says the brand has seen unprecedented demand from consumers and retailers who want to take advantage of the “historic shift” in food, health and nutrition.

The brand uses a patented blend of prebiotic fibers and feeds the good gut microbes, regulating GLP-1 production and signaling the brain to stop eating. The gut health brand was validated for its weight management, blood sugar control and digestion benefits in a clinical study last year. 

As it makes its way across the nation in GNC shops, Supergut is aiming to also offer its products as a solution for those who are tapering off or ending the use of weight loss injections.  

Other brands have also joined Supergut in the gut health space. Benefiber, a brand staple in the fiber segment, has introduced a new variation for weight management – Benefiber Healthy Shape — which offers 5 grams of fiber per serving, more than its original blend which contains 3 grams per serving. Sakara’s Fiber Super Powder offers 6 grams of fiber with its blend of ten prebiotic fruits, vegetables and diverse digestive enzymes. 

High-fiber products in the gut health category are positioned to potentially become the next big thing in wellness. While there remains debate about the ability of non-Semaglutide products to impact GLP-1 enough to drive meaningful weight loss, they could prove helpful to those looking to improve their overall health or help the millions of projected GLP-1 users maintain their weight loss.

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As the world’s largest boutique fitness and wellness franchisor, Xponential Fitness is no stranger to promising new business ventures in the health sector. The brand’s latest and most daring acquisition, Lindora, is already beginning to pay off as the metabolic health and weight loss markets explode.

Xponential purchased the leading provider of medically guided weight loss and metabolic health solutions in late 2023, marking the brand’s most significant step outside the traditional boutique fitness space and into the broader wellness arena. This diversification of Xponential’s portfolio has already laid the foundation for a lucrative future, including introducing new franchise owners into a growing pipeline.

A New Wave of Franchisees 

With metabolic health emerging as a new point of concentration in the fitness and wellness space, Xponential has been able to reel in Lindora franchise partners including former tech product specialists, consulting firm partners and actuaries, entrepreneurs, CEOs, and company founders. 

“Lindora has franchise agreements with owners from diverse backgrounds including technology, software development, real estate, marketing and sales, personal training, and finance,” said Lou DeFrancisco, Lindora President. “This broad adoption underscores the appeal of the investment opportunity, aligning with Xponential’s overarching network of owners.”

The Lindora team views the increased buzz around wellness as a driving force behind this phenomenon. Xponential’s documented history of taking brands to the next level is a contributing factor as well. The franchisor has grown 2017 acquisition StretchLab to 400+ studios after it had just three in 2018, for example.

DeFrancisco, who served as president of StretchLab during its early growth, sees some similarities between the assisted stretching franchise and Lindora.

“Similar to our launch of StretchLab, this diverse owner group all share a passion for health and wellness, and to make a difference in people’s lives and the communities they live in,” he said. 

“(Lindora) franchise owners see the value in the overall investment opportunity because of the increasing consumer demand for more holistic, integrated health and wellness services, the growing consumer awareness of the importance of longevity practices like improving one’s metabolic health, as well as the confidence in Xponential’s success in scaling boutique health and wellness brands while providing exceptional support,” DeFrancisco added. 

Lindora’s own name and the prestige it carries generate attraction as well. 

“Lindora has a very long and rich history in the marketplace with 50+ years of offering innovative services such as weight management programs, weight loss medications, hormone replacement therapy, IV hydration, and more,” noted DeFrancisco. “With 31 locations open, it has established itself as a trusted brand in the health and wellness industry improving many lives across millions of client visits.”

Lindora recently inked multi-unit license agreements in locations such as Dallas, Boise, Idaho, Rochester, Buffalo, Atlanta, Chicago and Portland (Oregon). It’s a strong next step for the brand, which already has 30 clinics open in Southern California and another in Washington.

Plenty of Room for Growth

While Xponential is already pleased with Lindora’s progress, there’s reason to believe this is just the tip of the iceberg. Holistic health is becoming a bigger and bigger draw every day, and Xponential is thrilled to have a horse in the race. 

The United States boasts the world’s largest wellness economy, valued at $1.8 trillion, according to a new report from The Global Wellness Institute (GWI) in partnership with the National Academy of Sports Medicine (NASM), suggesting Xponential’s bet on Lindora will age well. 

“The pandemic caused a shift in people’s awareness and demand for better overall health and wellness, and from that has come an expanded definition of what ‘health and wellness’ means for consumers and how it ties directly to longevity,” said DeFrancisco. “Healthy weight management is now widely understood as a core aspect of promoting longevity and overall metabolic health.”

As DeFrancisco noted, Lindora’s expansion comes as the weight loss industry in particular surges in popularity in the U.S. and across the world, including GLP-1 drugs as well as more holistic approaches to weight management. 

The brand just announced its first-ever “Countdown to Summer Challenge,” which should only fuel that fire. The initiative encourages members to enroll in a wellness membership and begin a 10-week weight loss challenge aimed at helping them reach a personal goal. Personalized nutritional coaching, meal plans, exercise recommendations and check-ins to track progress are all provided. 

“While Lindora offers other services, weight loss and management is the core offering, and given the projected global weight management industry is $400 billion, there is a huge opportunity to scale Lindora through franchising,” he added. “Given Lindora’s success over its 50+ year history as a medically guided provider, we see this as a unique consumer and franchisee value proposition.”

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At the forefront of the battle against obesity, a panel of exercise physiology and weight management experts presented a session at the 2024 IDEA & ACSM Health & Fitness Summit, February 22-25 in Chicago, to explore the integration of GLP-1 medications into exercise programming. 

The session, “Understanding Contemporary Anti-Obesity Medications and the Role of the Exercise Professional,” shed light on the synergistic relationship between GLP-1 medication therapy and exercise for weight management, and explored challenges fitness professionals face when working with clients who take an anti-obesity agent.

GLP-1s & Programming Considerations

The session, presented by John Jakicic, PhD, Robert Kushner, MD and Renee Rogers, PhD, offered multifaceted perspectives on the complexities surrounding GLP-1 medications and their implications for fitness professionals. Panelists highlighted that these medications are not indicated for modest weight loss. 

Kushner, a seasoned obesity medicine physician and medical director of the Center for Lifestyle Medicine at Northwestern Medicine in Chicago, said that anti-obesity medications are “highly effective for the treatment of obesity,” and can help control appetite.

He stressed that these medications should be used under the supervision of a doctor and are meant to be part of a comprehensive weight management plan that includes diet, exercise and behavioral therapy.

As people lose weight on new anti-obesity medications, a concern is emerging that a significant portion may be lean mass, which has been misconstrued by some as specifically being muscle mass.

Jakicic, a research professor in the Department of Internal Medicine in the Division of Physical Activity and Weight Management, University of Kansas Medical Center, said it’s important to clarify that a change in lean body mass does not necessarily reflect the change in muscle mass. Muscle is only one component of lean mass, he said, and muscle mass has not been measured in any studies at this point, although he indicated that it was currently being researched.

Health and fitness professionals should be careful about making claims that programming can stop or attenuate lean mass and muscle mass loss for clients who are taking anti-obesity agents, according to Jakicic.

GLP-1s & Behavior Change

Rogers, senior scientist at the University of Kansas Medical Center and chair of ACSM’s Strategic Health Initiative on Behavioral Strategies, brought attention to the behavioral barriers faced by people on anti-obesity medications, including self-efficacy (confidence) issues. She stressed the need for fitness professionals to create inclusive environments that prioritize individual health goals over weight-centric programming. 

“By fostering partnerships with prescribing healthcare providers, fitness professionals can play a pivotal role in supporting clients on their weight loss journey,” Rogers said. 

A key point from Rogers’ research, which she touched on during the session, was that many people experience stigma directly and indirectly from fitness and other health professionals for using these medications, which discourages some people from seeking exercise support. 

“This creates an opportunity for the fitness industry to create welcoming and accepting spaces,” she said, underlining client-centered programming over method-centered programming where the client’s personal health goals are emphasized over weight loss. 

“This is also a critical time for developing partnerships with healthcare providers who prescribe these medications so their patients can incorporate exercise and physical activity into treatment plans,” she said, adding that the goal is to become a trusted member of the obesity treatment team. 

The Future of GLP-1s in Fitness

In light of the ever-growing prevalence of obesity and the increasing adoption of GLP-1 medications as a treatment modality, the insights gleaned from the 2024 IDEA & ACSM Health & Fitness Summit panel hold implications for the future of GLP-1 usage. 

Rogers said that most clinicians prescribing these medications can only recommend that their patients engage in exercise, but it is the fitness professional who can make this a reality. 

“This starts with understanding how these effective agents work and are properly prescribed, staying up on the science of obesity care, and being accepting of clients who choose to take these medications,” she said, adding that fitness professionals are the “special sauce” and they have the skills and knowledge to help clients find joy in movement, feel comfortable and safe when starting a new program, and develop health-related goals beyond what happens to the number on the scale.” 

The 2024 IDEA & ACSM Health & Fitness Summit panel was part of a larger event that merged IDEA Personal Trainer Institute and the ACSM Health & Fitness Summit in a reimagined, new conference. ACSM’s 2024 Annual Meeting is happening May 28-31 in Boston and 2024 IDEA World is set to take place July 10-14 in Los Angeles.

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Wellness is on everyone’s mind, and while related products and services seem to be abundant, some consumers are feeling unsatisfied in specific categories, presenting an enormous opportunity for businesses. 

Between technological developments, product innovation and a rise in chronic disease, the wellness industry growth continues to grow. Some medical experts even suggest that the pandemic prompted many consumers to take charge of their health, either by making more mindful choices or taking increased ownership of their overall well-being. 

Regardless of what’s fueling the industry, here are the seven wellness trends shaping the $1.8 trillion global wellness market this year and where opportunities loom, according to findings from leading management consulting firm McKinsey & Company, which released its Future of Wellness survey.

Women’s Health

According to McKinsey’s data, consumers spent the most on items related to menopause and pregnancy in the last year. However, menopause remains an “overlooked segment,” with a meager 5% of start-ups catering to the needs of menopausal customers.

Other products — such as menstrual and intimate care, fertility support, pregnancy and motherhood and even women-focused healthcare facilities — all provide opportunities for companies to expand their offerings and services to meet the needs of women, notes McKinsey.

Longevity

If there is a predicted wellness buzzword for 2024, it’s “longevity.” The rising adoption of preventive medicine alongside advancements in digital health monitoring and anti-aging products has consumers confident that they can not only survive but thrive. 

The blossoming longevity space had nearly 70 percent of U.K. and U.S. consumers purchasing more longevity-supporting products and services in this area in the past year versus prior years, with over 60 percent of consumers revealing it “very” or “extremely” important to purchase items or services that support healthy aging and longevity. 

It’s also a sector that has attracted a cross-generation of consumers, with even younger people investing in preventive solutions to beat the clock.

Weight Management

It comes as little surprise that weight management would appear on a wellness trends list, especially with the rise of GLP-1 weight loss drugs.

Although McKinsey notes that exercise is still the leading weight management intervention in the U.S., over 50 percent of consumers consider weight loss drugs an effective intervention. In contrast, consumers in the U.K. and China aren’t entirely sold on its promises, with less than 30 percent considering GLP-1s effective.

Despite the soaring popularity of Ozempic and Wegovy, McKinsey acknowledges it’s too early to predict how GLP-1s will affect the consumer health and wellness market but notes that companies should continue to monitor the space.

In-Person Fitness

Great news for the fitness industry: roughly 50 percent of U.S. gym-goers report that fitness is a “core part” of their identity, with Gen Z consumers indicating that fitness is a “very high priority,” finds McKinsey. 

Areas such as in-person fitness classes and personal training are where consumers expect to spend more, according to the report, while maintaining their spending on fitness memberships and apps. 

While encouraging news, fitness businesses need to work hard to retain consumers in an area of wide selection and competition. However, by offering a solid facility, convenient locations and hours, and loyalty programs, fitness businesses are more likely to maintain their clients. Building a strong sense of community and offering out-of-the-box experiences, such as retreats or even nutritional coaching and personalized workout plans, can also help retain clients.

Gut Health

Over 80 percent of consumers in the U.S., U.K. and China report that gut health is vital to their wellbeing, with over 50 percent anticipating it will become a higher priority in the next two to three years. 

That being said, one-third of U.S. and U.K. consumers and half of Chinese consumers wish there were more products to support their gut health.

At-home microbiome testing and personalized nutrition are two areas where companies can zero in on meeting the needs of gut-health-concerned consumers.

Sexual Health

Chances are high that if you wander the aisle of a local pharmacy or department store, you may spot an increase in sexual-health-supporting products than ever before. According to McKinsey, 87 percent of U.S. consumers report having spent the same or more on sexual health products in the past year than in the year before. 

Although such products may have been sold online during the pandemic, retailers have begun to reserve shelf space for in-person purchasing, leading to opportunities for “disruptor brands” to reach new consumers.

Sleep

Catching Zs remains the one area where consumers have the most unmet needs, reveals McKinsey — and few tech companies or brands have yet to introduce a way to improve consumer sleep on a holistic level.

The need for a restful night is the second-highest health and wellness priority for consumers, so the need is great for companies to improve sleep quality with data-backed products.

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If 2023 was the year of Ozempic and rapid weight loss, 2024 is shaping up to be the year of safeguarding lean muscle mass.

The promises and popularity of weight loss drugs have caused shrinking waistlines and crippled junk food sales. Still, their effectiveness has come with one downside that has many fitness trainers and medical experts concerned: the potential loss of lean muscle mass. 

Although fitness and wellness industry leaders such as Xponential Fitness, Life Time and Restore Hyper Wellness have embraced GLP-1 services, others are signing on to support weight-loss medication users on their journey by encouraging strength-building and maintaining lean muscle mass.

Leading the way in 2024 is luxury fitness and wellness brand Equinox, which unveiled a personal training program for clients on weight-loss medications shortly after the new year. In addition to mitigating muscle loss, the new program will also help consumers build long-lasting health habits. 

Joining Equinox are several other well-known names in the health and wellness space, all aiming to counteract the unwanted muscle-loss side effects experienced by many GLP-1 users.  

Noom, FitOn Add ‘Muscle Defense’

Digital healthcare company Noom pushed into the market-disrupting weight loss medication space last year with the launch of Noom Med, an obesity care program that uses telehealth services to pair qualified patients with GLP-1 prescribing physicians. 

The digital health company has now expanded its approach, this time in a more holistic way — partnering with digital health and fitness platform FitOn to add a “Muscle Defense” component to its new Noom GLP-1 Companion. 

The program, meant to combat muscle mass loss, is slated to be available this spring.

Although Noom notes the effectiveness of weight loss medications, the digital healthcare platform warns of the problems that can arise if the medications aren’t used in tandem with muscle-building exercises and a high-protein diet.

“We designed Noom GLP-1 Companion with Muscle Defense to be the adjunct diet and exercise program that addresses key dangers associated with taking GLP-1s such as loss of muscle mass,” said Noom CEO Geoff Cook, who joined the company last year. “We believe prescribing the drug without such a program carries dangers, given the amount of muscle mass people often lose while taking a GLP-1 and the fact that most people will stop taking the GLP-1 and regain the weight absent of behavior change, which can potentially lead to future conditions like sarcopenic obesity.”

He added that Noom GLP-1 Companion with Muscle Defense offers protein-tracking, resistance training, behavior change, and expert guidance to promote a healthier outcome when taking GLP-1s.

“It’s critical we not leave people worse off than before they started the medication,” Cook added. “Healthy habits have never mattered more.”

The new Muscle Defense program incorporates FitOn resistance training exercises that combat sarcopenic obesity and help prevent the reduction of important lean muscle mass.  

“This partnership with Noom combines FitOn’s best-in-class fitness content with Noom’s expert nutrition tracking and guidance to help people taking GLP-1s build muscle mass and set them up for a more successful long-term weight loss journey,” said Lindsay Cook, co-founder and CEO of FitOn.

Obé Fitness, Found Team for ‘MuscleGuard’ 

Streaming fitness platform Obé and Found, a medically-assisted weight care program, have partnered to launch MuscleGuard, a progressive strength training program for those experiencing rapid weight loss from GLP-1s.

Designed to prevent muscle loss and improve body composition, the new program includes the expertise of fitness trainer Melody D. and Dr. Rekha Kumar, Found’s chief medical officer and former medical director of the American Board of Obesity Medicine.

“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,” Dr. Kumar said. “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.”

MuscleGuard is available on the Obé app or on the web. The new program breaks down its strength training and fitness guidance system into phases, suitable for those new to fitness and experienced fitness enthusiasts.

“Understanding that each individual’s fitness needs and preferences are unique, especially for those losing weight quickly, we’ve developed MuscleGuard,” said Ashley Mills, co-founder & co-CEO of Obé Fitness. “This innovative program is specifically designed to prevent muscle loss, helping people build strength and confidence.”

GNC Debuts Weight Loss Supplement 

Taking a different approach, health and wellness giant GNC has introduced Total Lean GlucaTrim — an over-the-counter weight loss supplement intended to maintain lean muscle mass while supporting healthy blood sugar and insulin levels.

“The team at GNC is hyper-focused on our customers’ health, recognizing the increasing demand for effective weight loss,” said Rachel Jones, MS RDN and senior vice president, chief product innovation and science officer at GNC. “GNC Total Lean GlucaTrim gives consumers an affordable, non-prescription, botanical-focused supplement that’s backed by a team of scientists and dietitians who are passionate about helping people reach their weight loss goals.”

The health and wellness retailer says its new supplement incorporates a metabolism-boosting botanical blend, a leaf extract that balances blood glucose and insulin after a meal, Chromax to promote optimum glucose and insulin levels, and Berberine to help with blood sugar and weight reduction.

The caffeine-free supplement is meant to be taken daily before the two largest meals of the day, accompanied by a healthy diet and exercise plan.  

The post Can Fitness Programs Help Ozempic Users Keep Their Muscle? appeared first on Athletech News.

Dr. Rachel Goldman is a licensed clinical psychologist who specializes in behavioral medicine. After being exposed to the treatment of obesity, she became interested in the patient population. Dr. Rachel previously served as the senior psychologist at Bellevue Center for Obesity and Weight Management at Bellevue Hospital in New York City. Today, she serves as a Clinical Assistant Professor in the Department of Psychiatry at the NYU Grossman School of Medicine, and an advisor to Ro, a telehealth company that offers GLP-1 weight loss drugs.

Dr. Rachel spoke with Athletech News about weight loss drugs from a behavioral medicine perspective, and how the fitness and wellness industry can best support people taking GLP-1s.

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

Athletech News: Why did you join Ro as a medical advisor? 

Dr. Rachel Goldman: I loved the opportunity and jumped on it for many reasons. I’ve been very involved in the academic work around the treatment of obesity, and I think it’s really important that there are behavioral health providers sharing information about that. People don’t understand obesity. It’s a multi-factorial, complex chronic disease. There are not a lot of behavioral health providers who specialize in this area. The more people we can get advising companies on mental health and how the brain works the better we can serve our patients and provide compassionate empathetic care.

ATN: What are some of the biggest misconceptions around the confluence of mental and physical health related to obesity? 

RG: Obesity is a disease. We in the medical field know that and treat it as a disease. But unfortunately, the general public still doesn’t see it that way, and they label people as being lazy or lacking willpower or discipline.

GLP-1s are allowing individuals who have the disease of obesity to be on a level playing field. They have this extra tool that is helping them get to a place where they’re more in that category of individuals who, if they’re mindful about what they’re eating and exercising a little more, they will likely lose weight. It’s literally giving people hope who felt like they lost hope. Some people saw an option like bariatric surgery as a last resort but GLP-1s are now giving people an additional option. We are also seeing that people after bariatric surgery have weight (gain) recurrence because obesity is a chronic disease. 

ATN: How does fitness play into the weight-loss-drug space? 

RG: I’ll share with you what I’ve seen with bariatric surgery because that’s been around longer than the GLP-1s, and I’ve worked very closely with that patient population. What we typically say is that food matters, but exercise brings it to another level. The food you put in your mouth helps with weight loss. Exercise will help with weight maintenance. All of these treatments that are available must be coupled with lifestyle changes.

Many people initially hate exercise, particularly individuals who have struggled with it in the past. Maybe it’s hard. Maybe it’s causing pain. Maybe they can’t walk or they get out of breath. They have this association with exercise that it’s really difficult. This is why I also don’t like to use the term “exercise.” I like to use the term “movement” or “physical activity” because “exercise” is overwhelming for a lot of my patients. We’re really just talking about moving your body a little bit more: being more active and less sedentary.

I also see exercise and physical activity being a huge tool for mental health. I have clients who struggle with their weight but don’t fall under the category of having the disease of obesity. I joke that if I could give a prescription apart from behavioral prescriptions, it would be to exercise and to find an activity that they love. I have clients for whom their anxiety is much worse and they feel so much more overwhelmed on the days that they’re not being active or didn’t go to a workout class. If we’re able to change our behaviors by moving a little bit more it will also impact our thoughts. 

ATN: How do you recommend patients manage the lifestyle and social shifts that come with drastic weight loss from GLP-1s?

RG: Once people get to a dosage that works for them, the weight loss is going to be faster than it would if they were to do it on their own. People aren’t really prepared for that. I often say any change can be overwhelming because there are unknowns, which is scary. It’s ideal to have a team of providers and a team of support. This includes friends and family and a behavioral health provider to discuss potential changes with them. It’s important to discuss all of those expectations. Some people really struggle not being able to go out and be as social because they’re having difficulty figuring out what they can eat or they have reflux. Some also get tired from the medications or have certain other side effects.

Thinking about all of this in advance and having a plan in place is really important. Relationships may also change, so it’s good to talk about friends, co-workers or even partners. I just had this conversation with a friend who started GLP-1s. I said, “What if people notice you’ve lost weight? What will you do?” Let’s prepare a few sample scripts. 

ATN: What should the fitness and wellness industry do to cater to new consumers who take GLP-1s?

RG: We should be getting rid of the messaging around, “Burn your calories before you eat them,” or, “Now you deserve that pumpkin pie because you finished a workout class.” All of those are harmful messages and as people, we don’t have notes on our forehead saying what we’re struggling with. So just assuming that people have different struggles and are in different stages and not assuming everybody is capable of doing the same thing is really important.

For personal trainers, open-ended questions are really great to get more information from people. Just being mindful and compassionate. 

The post Dr. Rachel Goldman on the Complex World of Weight Loss Drugs appeared first on Athletech News.

Restore Hyper Wellness, a fast-growing boutique wellness franchise, has launched a new personalized weight management program combining semaglutide medication such as Ozempic and Wegovy with the brand’s therapeutic approach to wellness and health.

Unlike some other weight-management programs quickly popping up as demand for GLP-1s spikes, Restore Hyper Wellness is taking a full-service approach.

The latest offering was developed by Restore’s chief medical officer, Dr. Rich Joseph, a physician specializing in metabolic health and obesity. The program will be found in select Restore locations nationwide. 

How It Works

Weight loss-seeking Restore clients first undergo an InBody scan that determines body fat percentage and skeletal muscle mass, a metabolic health blood panel and a telehealth call with a Nurse Practitioner. Along with the use of FDA-approved medications, exercise and a healthy diet are integral parts of the program.

“Our goal is to increase access to effective weight management medications, employ and evaluate rigorous clinical standards based on body composition and provide the education to empower supportive lifestyle behavioral changes,” Dr. Joseph said.

With over 225 locations and more to come, Restore received a $140 million investment led by General Atlantic to accelerate growth and innovation in 2021.

The wellness franchise is hosting two complimentary Zoom-based Discovery Nights on January 9 and January 10, 2024, with Dr. Rich providing a comprehensive look at the new weight loss program. Following the presentation, attendees can ask Dr. Joseph questions about Restore’s latest offering.

“For the first time in human history, more people will die from obesity and its comorbid conditions, such as high blood pressure, type 2 diabetes and obstructive sleep apnea, than famine,” Dr. Joseph noted. “By 2030, an estimated half of the U.S. population will have obesity, with a disproportionate rise in those with severe obesity. By helping clients with sustainable weight loss, Restore Hyper Wellness aims to help them achieve the energy needed to do more of what they love  — now and long into the future.”

The Restore Approach

In addition to its new weight loss medication and support services, Restore offers science-backed health and performance therapies such as cryotherapy, red light therapy, compression, IV drip therapy, as well as Cryoskin Slimming and Toning sessions to support the weight loss journey.

Last October, Restore named co-founder Steve Welch as its CEO as the holistic wellness franchise prepares to scale to 500 locations in the next five years.

A passionate health and wellness advocate, Welch had shared with Athletech News that Restore is investing heavily in products, technology and partnerships to help clients feel better today and arm them with tools for an even better tomorrow.

“Over the last eight years, we have provided over five million therapy services and learned that Americans want to take control of their health,” Welch said. “They are hungry to understand how to make change.”

The Rise of GLP-1s

Restore is the latest fitness and wellness brand to enter the GLP-1 game, a money-making space projected to be worth $100 billion by 2030.

Boutique fitness franchisor Xponential Fitness has set its sights on the promises of semaglutides with its recently acquired eleventh brand, Lindora, which touts 31 metabolic health clinics offering weight loss medications. Life Time, a luxury fitness and lifestyle operator, is also piloting a medical-expert staffed clinic at its Target Center in downtown Minneapolis, offering weight loss drugs and non-invasive therapies such as infrared saunas, red light therapy, peptides, hormone replacement therapy, IV therapy and cryotherapy chambers.

Most recently, Equinox unveiled a new personal training program geared toward GLP-1-taking clients to combat side effects such as muscle loss and to help them build long-lasting health and fitness habits. 

The post Restore Hyper Wellness Takes Holistic Approach to GLP-1s appeared first on Athletech News.

A new report brings encouraging news to the wellness sector, with the total wellness economy projected to hit a staggering $8.5 trillion in 2027 after reaching $5.5 trillion in 2022.

Research by the Global Wellness Institute (GWI) reveals that wellness spending is expected to profoundly impact the global economy in the next five years, growing at an annual rate of 8.6%, surpassing the projected GDP growth of 5.1%.

The causes of the wellness surge are simple, according to GWI: not only are consumers invested in health and wellness, but the medical industry and even governments are placing increased value on prevention and wellness. 

With a landscape of health and optimal living set in motion, here are three of the biggest projected wellness growth sectors through 2027:

Wellness Real Estate (17.4% annually)

Wellness real estate, which GWI defines as buildings, neighborhoods and communities designed to support the holistic health of residents, occupants and visitors, saw accelerated growth due to the pandemic. As consumers became more conscious of their health goals and recognized the influence of their environment on well-being, a shift occurred. Now, places ranging from offices to residential buildings offer spaces with WellnessSpace Brands recovery products, gym equipment or zones promoting social engagement and activities, such as pickleball.

One leading player in the wellness real estate space is lifestyle operator Life Time, which has been opening the doors to upscale clubs that blend fitness and wellness with luxury residences available to lease, where residents can enjoy amenities like rooftop pools, nutrition coaching and even health meal prep and delivery.

“We predict this growth trajectory will continue, as healthy building features increasingly shift from being a luxury, or ‘nice to have,’ toward becoming an expectation or even a minimum standard, especially in the commercial/office real estate space,” GWI’s report finds.

Wellness Tourism (16.6% annually)

Wellness tourism may have been one of the fastest-growing wellness economy sectors before 2020, but as GWI points out, it was also the one most negatively impacted by the COVID-19 pandemic. Despite the challenges, wellness tourism is back on track as a burgeoning sector, with wellness travelers spending more per trip than the average tourist.

Equinox, well-known for its top-tier fitness experience in its celeb-frequented gyms, has created a presence in the hospitality industry to offer next-level wellness, nutrition, movement and restoration with its services and amenities. And Equinox is just getting started – the brand says it’s developing a global network of customer-centric hotels, and plans to launch 33 properties across the globe in the next ten years in key areas.

Whether the primary goal of a trip is wellness-seeking activities at a health resort or destination spa, or a secondary activity like booking a sauna or cold plunge during a work trip, tourists are eager to incorporate a touch of wellness into their travels. Even airlines have taken note, as seen with United collaborating with Therabody to offer luxurious wellness touchpoints to its passengers both at 30,000 feet and in the airport. 

Mental Wellness (12.8% annually)

Mental wellness is a resilient sector, according to GWI, finding that it’s “one of the few wellness economy sectors that has continued its upward growth trajectory over the last four years, as consumers sought out products, services and solutions to help them cope with the immense stresses they faced during the COVID-19 pandemic.”

Consumers are happy to spend hard-earned money on products and experiences that promote a mind-body connection, such as self–help guides, sound healing, aromatherapy, stress gadgets, weight blankets, circadian lighting, sleep-promoting and meditation accessories. Functional food and beverages are also enjoying their moment in the sun, as are vitamins and supplements, which are surging in sales in the performance, recovery, mood and digestion categories, according to a recent finding by NIQ.

It’s also a sector that overlaps into wellness tourism, with consumers booking sensory-based entertainment such as forest bathing, hugging therapy, scream therapy, laughter yoga, cuddle parties and flotation tanks.

The Bottom Line

“Looking into the horizon, the global wellness economy has a strong current under its wings, based on global trends that are only accelerating: an aging population, rising chronic diseases and mental unwellness and a shift in consumer values,” said Ophelia Yeung, GWI senior research fellow, adding that there are some challenging macro conditions to be considered. 

“Widening wealth gaps, consumer confidence in uncertain economic conditions, and rapidly changing geopolitics that will affect the flow of people, capital, technology and ideas,” Yeung continued. “How the wellness economy will do will depend on the interplay of all of these factors.”

In the short term though, there is immense potential. By 2025, GWI predicts healthy eating, nutrition and weight loss will become the largest wellness market, but it’s important to note that estimate doesn’t include medical interventions, such as GLP-1s, as part of its total. 

Instead, GWI projects a continued consumer interest in foods and beverages that are positioned and marketed as wellness-enhancing, vitamins, dietary supplements and weight management products and services. Although such a category may sound almost archaic in a tech-forward world, food and beverage titans such as Nestlé are currently using AI to create nutritious yet tasty products.

Read the full GWI report here.

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