Aescape, a lifestyle robotics company pioneering AI-powered massage for recovery, has secured $83 million in a strategic funding round led by Valor Equity Partners. With this latest investment, Aescape’s total funding reaches $128 million to help with national expansion and operational growth. The round also saw continued investment from firm Alumni Ventures, as well as NBA Champion and All-Star Kevin Love.

Aescape first introduced its AI-powered automated massage technology in select Equinox locations across New York City. Equinox then extended its partnership with Aescape to 60 locations nationwide and is now the first fitness brand to integrate AI-driven massage technology at scale.

“Aescape immediately resonated with our members, offering a private, effective and highly personalized massage experience—on their time,” said James Gu, Sr. Director of Spa at Equinox. “This partnership reflects our commitment to providing the most advanced recovery solutions available and we’re excited to bring it to more locations across the country.”

Beyond Equinox, Aescape has secured partnerships with major hospitality and wellness leaders, including select locations of Four Seasons Hotels and Resorts, Marriott and Ritz-Carlton properties across North America. It also recently partnered with World Spa in Brooklyn, a luxury spa with Eastern European banyas, Finnish saunas and Moroccan hammams. The expansion comes as the $19 billion massage therapy industry faces a labor shortage, with over 29,000 unfilled therapist positions.

“Aescape has demonstrated remarkable growth in just six months since its launch,” said Jonathan Shulkin, Partner and Co-President at Valor Equity Partners. “Their AI-driven approach is unlocking new possibilities in data-informed, personalized care, driving revenue for partners while delivering precision-tailored experiences. Eric and his team are creating an entirely new category of robotics-powered wellness and we’re delighted to continue to support their expansion.”

Aescape has bolstered its leadership team with key hires from Apple and The Economist Group to support its rapid expansion. Kimberly Miller joined as Chief Marketing Officer, bringing over two decades of experience in scaling high-growth brands. Eswar Priyadarshan, formerly of Apple and Adobe, has been appointed Senior Vice President of Engineering.

Aescape has also introduced a new tiered B2B model, allowing small and medium-sized businesses to offer AI-powered massage experiences. The model includes Aescape Essential, for general wellness businesses and Aescape Lux, for high-end wellness centers and premium hospitality partners, with exclusive features and premium app customization.

“Our first six months focused on strategic partnerships and introducing fully autonomous robotic massage to consumers, driving high utilization and repeat usage rates,” said Eric Litman, Founder and CEO of Aescape. “Now, we’re doubling down on deepening relationships with existing partners, onboarding new ones and expanding our library of massage offerings as member needs evolve.”

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Onvy HealthTech Group has secured more than $2 million in a seed extension financing round that will fuel the expansion of its AI-based health coaching platform. 

Voloridge Health, LLC led the round. 

The Munich-based Onvy is in the business of precision wellness with its AI Health Coach app that integrates more than 320 wearables, environmental data, health sensors and behavioral data to make health recommendations and provide instant feedback on important metrics.

Last year, the startup was recognized by Statista and Newsweek as one of the world’s best digital health companies of 2024. 

Onvy founder and CEO Adrian Kochsiek is personally invested in advancing human health prevention, sharing on LinkedIn that he’s a cancer survivor and that his experience was the driving force in creating proactive solutions, beginning with his first startup, MitoCare. 

In one post on the career networking site, he noted that DNA doesn’t equate to destiny, writing, “your genes load the gun, your lifestyle pulls the trigger” – a notable phrase, as new research indicates that a range of environmental factors have a greater influence than genetics when it comes to aging and premature mortality.

“The future of health is real-time, hyper-personalized and AI-driven,” Kochsiek said. “Yet, the industry still relies on outdated, delayed and one-size-fits-all approaches. At Onvy, we are changing that. Our platform transforms raw health data into instant, tailored guidance—empowering users to take action when it matters most. With this investment, we are scaling AI-driven precision health to revolutionize how individuals and businesses engage with well-being.”

The new capital will also advance Onvy’s B2B endeavors in the “AI Health Coach-as-a-Service” realm and respond to rising demand, where corporate partners can increase customer engagement, retention and health outcomes with custom AI health solutions.

Competitive sports are also a target market for Onvy’s capabilities, where the platform can help athletes maintain peak performance, optimal recovery and mental fitness.

“AI is revolutionizing healthcare, and Onvy is at the forefront of this transformation with its cutting-edge approach to real-time health intelligence,” Voloridge Health co-founder David Vogel said. “By seamlessly bridging the gap between raw health data and real-world action, Onvy is shaping the future of precision health, setting a new benchmark for proactive, personalized health coaching. Their ability to turn complex biometric and behavioral data into meaningful, actionable insights enhances both individual well-being and corporate health strategies, delivering measurable outcomes for businesses and consumers alike. We are excited to support their journey as they scale.”

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Technogym founder and CEO Nerio Alessandri has unveiled a new chapter for the wellness industry with the launch of Healthness, a vision of preventative medicine that enhances physical performance in the short term and ensures healthy longevity in the long term.

The premium fitness equipment company announced at the 25th Wellness Congress, an event that included 2,000 individuals from 100 countries.

The ability to predict disease before it occurs and intervene with prescriptive programs powered by data and AI is at the core of Healthness, which draws from the extensive data Technogym has amassed over several decades through its ecosystem. Healthness will be available via Technogym Checkup, an assessment station that creates precision training programs, as well as its AI-based Biostrength and Biocardio products.

As noted in a narrated video clip from Technogym, “Science shows that lifestyle impacts up to 80% of health, while genetics only account for 20%. Preventing disease will be the greatest revolution of our time, from treating the sick to treating the healthy to prevent them from getting sick later. In 40 years of innovation, from biomechanics to digital technology to AI, Technogym has created a unique AI-driven ecosystem to prescribe precision training with a personalized pathology and lifestyle. Today, Technogym is a life science company ready for a bold step forward.”

The premium wellness company has grown to serve 25 million users and says its latest data-driven initiative not only helps users quickly improve their health and lifespan but also provides an opportunity for medical professionals, personal trainers, and organizations in fitness, sports, hospitality, and corporate sectors to enhance their offerings with a highly personalized approach.

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Hims & Hers has acquired Trybe Labs (also known as Sigmund NJ LLC), a New Jersey-based at-home lab testing facility—a move that expands the health and wellness platform’s offerings to include at-home blood draws and supports its plans to enter new areas, including low testosterone treatment and perimenopausal and menopausal support.

The service uses blood lancets instead of traditional needles, allowing members to test for various health metrics, including hormone levels, cardiac risk, stress markers, cholesterol, liver and thyroid function and prostate health. Based on the results, Hims & Hers healthcare providers create personalized treatment plans encompassing nutrition, lifestyle changes, supplements and medication recommendations.

The at-home testing is expected to roll out to Hims & Hers customers over the next year.

“The healthcare that customers expect and deserve today is on-demand care with treatments designed specifically for them,” Hims & Hers chief medical officer Dr. Patrick Carroll said. “This next generation of healthcare is what we’re building at Hims & Hers by providing the best information and set of options to each customer that comes to our platform so they can access precisely the care that is best for them.”

Hims & Hers plans to use de-identified lab data to enhance its artificial intelligence capabilities, particularly MedMatch, which was launched in 2023. The system uses artificial intelligence and machine learning to help healthcare providers determine optimal treatment plans and dosages for each patient. 

“Access to richer data allows us to deepen the insights that providers can use on our platform to guide their clinical decisions for each individual patient,” Dr. Carroll said. “At-home lab testing is one more exciting step towards elevating the personal, comprehensive care customers in this country should expect.”

Earlier this month, Hims & Hers also announced two new programs: the Hims & Hers Health Collective and the Hims & Hers Community Member Council. The Collective, an application-based program, gives customers a chance to connect and support one another and comes with the perk of being among the first to learn about new products. The Council serves as an exclusive group of 15 hand-selected Hims & Hers members who will help influence the platform’s future and its products, services and experiences.

“At Hims & Hers, we’re successful when our customers are,” chief commercial officer Mike Chi said. “The long-term success and well-being of each individual customer is at the center of everything we do. By partnering with and listening to our customers’ needs, we are able to make even better improvements to their experience and care. We are not just changing how healthcare works—we are helping to build a system that truly serves the people it was meant to help.”

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For decades, the fitness industry operated under a well-known but counterintuitive model: expecting 70% to 80% of gym members who purchased a membership to rarely show up. Operators planned for this, forecasting attendance rates that assumed most members wouldn’t consistently engage.

But the landscape is shifting. A new generation — particularly Gen Z —  is upending expectations. They’re not just joining gyms; they’re using them. And they expect results, personalization, and innovation that evolves with their needs.

So, the challenge becomes: How do gyms shift their models to accommodate? How do operators design and manage spaces that engage people not just for weeks, but for years? How do they introduce training solutions that grow with each member’s fitness journey, adapting to their changing goals, lifestyles, and abilities?

Most gyms today simply aren’t built for this level of long-term personalization.

Meet EGYM Genius.

EGYM Genius is an unprecedented, AI-powered, adaptive workout platform that creates hyper-personalized workout plans, learning from each member’s progress over time.

By analyzing over 8 billion workout data points and 500 million assessment data points, EGYM Genius continuously refines training recommendations – bringing a level of intelligence, precision, and adaptability that has never existed in fitness.

With EGYM Genius, fitness isn’t just about getting people through the door. It’s about keeping them there — and keeping them committed —  for life.

The Impact of EGYM Genius: Transforming Fitness Engagement & Operations

Since its launch in October, EGYM Genius has been reshaping the way gyms engage members and operate efficiently. General Manager of EGYM North America, Dana Milkie says the response from both gym-goers and operators has been overwhelmingly positive, with early data already showcasing its ability to enhance retention, improve efficiency, and drive deeper member engagement.

“First, the ‘ah-ha’ has been around not just the level of personalization that Genius provides, but its ability to learn,” he explains. “Rather than following a static plan, users experience dynamic training programs that evolve in lockstep with them, creating a sense of progression and sustained motivation.”

This level of personalization has already contributed to a 10% reduction in churn among early adopters, proving that members who feel supported in their fitness journey are more likely to stay committed.

Second, gym operators and trainers see Genius as not just a tool for engagement but a powerful efficiency driver. “Traditionally, crafting personalized training plans for members could take up to 30 minutes or more per person and with Genius, that time is reduced to 10 minutes or less,” says Milkie. “With the help of Genius, trainers can pair their own expertise with the data and create better plans, faster.”

Additionally, the onboarding process for new members has become at least 20% faster, further streamlining productivity.

Beyond efficiency, Genius is also redefining how members interact with the gym floor. Instead of falling into the routine of using a single piece of equipment —  such as hopping on a treadmill for thirty minutes and then leaving —  members are being exposed to various workout modalities as their training plans evolve, including strength machines, free weights, cardio equipment, and more.

“The members who only stick to one routine are the most likely to churn,” Milkie explains. “Genius ensures they explore different areas of the gym, which we know creates stickiness.”

And last, Milkie points to differentiation as a significant benefit.

“Integrating AI-driven personalization in this way allows gyms to deliver cutting-edge fitness experiences that members can’t get at the competitor down the street.”

How Genius Stands Apart

One of Genius’s greatest strengths is its flexibility – it seamlessly integrates into various health and fitness club models.

• For staffed gyms, it acts as a powerful tool for trainers, enhancing efficiency and providing a structured baseline training plan that evolves as members evolve.
• For low- or no-staff facilities, it guides members through optimized workouts even when no trainer is present, creating a huge value-add for members.  

“It’s all about putting the member at the center of their fitness experience,” Milkie says. “Genius adapts to what the member needs.”

Unlike many fitness tech solutions, EGYM Genius is an operator-focused solution that enhances the in-gym experience.

“Our mission at EGYM is to help operators deliver the best version of their brand,” Milkie explains. “We aren’t here to pull members outside the gym; we’re here to make their gym experience smarter, more engaging, and results-driven.”

Beyond that, Genius caters to a broad fitness spectrum. Whether it’s beginners seeking guidance or experienced athletes looking for structured progression, the platform provides an intelligent, evolving fitness partner.

When asked how EGYM Genius fits into the future of connected fitness, Milkie says it’s poised to be the central hub that ties it all together.

“We’ve been very purposeful in building an open ecosystem,” Milkie says. “This allows us to seamlessly integrate with wearables, cardio machines, and strength equipment – even turning traditional equipment into smart, data-driven tools.”

For instance, if a beginner were told to begin a workout with dumbbell curls, he or she would likely not know how many reps to do, what weight to use or even what the correct form is.

Genius uses data to recommend ideal weight and rep counts, and even provides video tutorials to show the user exactly how each exercise is done. “It bridges the gap between traditional gym equipment and cutting-edge digital fitness,” says Milkie.

In the end, EGYM Genius is more than just AI-driven programming —  it’s a revolution in how fitness is delivered and experienced. With its ability to personalize, adapt, and integrate across gym operations, it sets a new benchmark for engagement, retention, and efficiency.

“This isn’t just an incremental improvement —  it’s a fundamental shift in how fitness is approached at the gym level,” Milkie concludes. “We’re not just keeping members coming back —  we’re redefining what a gym experience can be.”

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A new market research report finds that global AI in fitness and wellness is projected to reach $34.73 billion by 2031, with a compound annual growth rate of 19.5% during the forecast period.

Beyond the eye-watering numbers, the report—conducted by InsightAce—explores several key areas where artificial intelligence is enhancing the fitness and wellness space, including its ability to help consumers interact, compete and collaborate in virtual fitness communities worldwide.

AI also promotes accountability, according to InsightAce’s findings, with demand driven by businesses looking to support employee productivity and well-being through wellness coaching, health mentoring and AI-based workout challenges.

The report highlights major players in the AI fitness and wellness market, including Apple, Google, Samsung, Garmin, MyFitnessPal, Nike, Viome, Technogym, Tonal, Orangetheory, Zwift and Peloton.

Apple Fitness+ has already hit the ground running this year, with a new Fitness+ experience available for fitness enthusiasts via iPhone, iPad and Apple TV. The tech giant has launched several programs tapping into the most popular trends: progressive strength training, pickleball training, meditation and dance fitness. Meanwhile, Garmin recently teamed with wellness tech leader Therabody to advise users on personalized recovery reccomendations using the health and activty data collected by Garmin smartwatches and other paltgorms, such as Apple, Google and Strava. 

InsightAce also notes that advancements in augmented reality and virtual reality are creating more opportunities for health and wellness, such as dynamic training experiences.

One challenge is growing privacy concerns, particularly with AI systems collecting personal health and fitness data amid rising breaches and misuse. Nevertheless, North America is expected to see a major market share in revenue, according to InsightAce.

InsightAce’s report can be found here. 

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iFIT is on a mission to push connected fitness forward.

The Utah-based company is best known for its large library of digital fitness content, which allows users to stream instructor-led workouts from equipment on IFIT-owned brands like NordicTrack and Freemotion Fitness.

It also wants to be known for pushing the envelope when it comes to how digital fitness consumers engage with their favorite trainers and workout content. 

Mark Phillips, iFIT’s chief marketing officer believes it’s time for a new way of approaching connected fitness with the pandemic now in the rearview mirror. 

“There’s a unique opportunity at the moment to try new things, to innovate and to create a different user-engagement model from what we’ve seen before,” Phillips told ATN. 

In-Person Events Bring Members & Trainers Closer Together

iFIT’s strategy includes finding new ways to connect its more than six million members with the trainers they see on-screen, including through in-person events. 

This push began in earnest in 2023, when iFIT sent some of its members to a commercial shoot in Los Angeles where they got to meet their favorite trainers on set. 

“The entire crew and set, trainers and members, everybody was in tears,” Phillips recalls. “It’s an incredibly emotional experience when you connect a member with a trainer, because they’ve had such a formative role in these members’ lives.”

Building on the success of that event, iFIT has introduced a series of experiential events built around in-person connections.

Last year, the company partnered with Alex Gregory, an Olympic Gold Medalist and founder of Mind Body Row, to surprise iFIT members with an immersive, five-day rowing experience in Avis, Portugal. At the event, iFIT members got to meet popular iFIT trainers including John Peel, Hannah Eden, and Paulo Barreto, participate in workouts, and attend fireside talks and hiking experiences. 

iFIT will also be sending members to the 2025 London Marathon and Boston Marathon, giving them chances to connect with iFIT trainers at the events and through social media initiatives. 

iFIT plans to create more in-person events to give as many of its members as possible the chance to meet their favorite trainers. Ideas include more destination trips as well as meet-ups between trainers and members at the iFIT offices in Utah.  

“We’re trying to not just put faces to names; we’re trying to build relationships on a much deeper level with our members,” Phillips says. 

More Meaningful Social Media Interactions

iFIT is also leveraging social media to create deeper connections between its trainers and members. 

Ashley Paulson, an iFIT trainer and professional triathlete with 160,000 followers on Instagram, recently ran in the Great World Race, a global marathon event that takes place on seven continents. iFIT sponsored Paulson’s participation in the event, helping her create social media content that was promoted through iFIT channels. 

Like Paulson, many iFIT trainers have large social media followings. Phillips says iFIT works to help its trainers build up their social media presence, viewing this as a win-win for the brand and its trainers. 

“One of the joys about our trainer model is that we can support them to do things outside of iFIT as well,” he says. “Social is a fantastic tool for that.”

iFIT also shoots live content from its events for social media, including at the recent Portugal trip. 

“That’s going to be a much more important channel as we move forward,” Phillips says of live social content. “In many ways, it’s blurring the lines between the content you consume on our equipment and the content you consume on social media and our other channels.”

Personalization Is Key

At the end of the day, iFIT’s new user-engagement strategy is designed to make fitness more personalized, Phillips says. 

iFIT will look to drive personalization through experiential events like in-person meetings, but it will also do so through tech innovations.  

Last year, the company launched AI Coach, an artificial intelligence tool that acts as a personalized fitness coach. Currently available in beta mode, AI Coach communicates with members through text messages, offers daily workout plans and gives friendly motivational nudges to work out. 

For Phillips, personalization is the key to getting people to actually stick to their fitness routines – and to keeping iFIT members on the platform for the long term. 

“The gift of fitness is an incredible thing, but all too often, it’s been promised, and for many reasons, it hasn’t been delivered,” he says. “We now have a unique opportunity to help people be far more effective in their fitness journeys.”

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AI Wellness, a wellness innovation leader, is hosting an interactive experience this week during CES 2025 with the Ask My Avatar Challenge, where attendees can connect and learn via AI avatars modeled after health and wellness leaders.

The experience will be hosted at several locations: IFEZ Innovation Station, Venetian VIP Suite and Desert Moon Wellness and highlight the numerous benefits of digital avatars, such as education, 24/7 customer support, content creation and global visibility. 

After interacting with the avatars, participants can spin a wellness prize wheel.

“The Ask My Avatar Challenge exemplifies how assisted intelligence and wellness can work together to create meaningful, engaging experiences,” founder Abby Aboitiz said. “By bringing the wisdom of thought leaders and innovators to life through digital avatars, we’re bridging the gap between innovation and education in a way that’s accessible, exciting, and transformative.”

Event attendees who interact with all of the avatars can win grand prizes such as an AI Wellness Powersuit, an AI Wellness Smart Ring, an XO Sprayer, a 30-day cellular reset from Dr. Daniel Pompa, a botox treatment from Dr. Gideon Kwok, a Mr. Olympia Jacket and wellness products from Potency No. 710. Other wellness prizes include products from Mr. Lulu Skincare and more.

“Technology and wellness are converging in incredible ways, and the Ask My Avatar Challenge is a perfect example,” Mr. Olympia president Dan Solomon said. Solomon is also one of the thought leaders featured as an avatar at the event. 

“The top brands in the world are taking their game to an entirely new level,” he continued. “By combining innovative tools like digital avatars with the knowledge of industry leaders, we’re shaping a future where fitness and health education are accessible, interactive and transformative.”

In addition to Solomon, other avatars include Dr. Daniel Pompa, Bernard Hiller, Dr. Gideon Kwok, Dr. Nathan Bryan, Louie Schwartzberg, Dr. Jessie Cheung and Louis Chabert (Mr. Lulu).

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Ahead of a new year and an upcoming brand refresh, WeightWatchers is launching a new program that includes insurance-covered access to registered dietitians, an AI-powered food scanner to track points instantly and over 150 ZeroPoint foods, including potatoes.

The weight loss program pioneer, one of the first to embrace weight loss medications, announced the departure of CEO Sima Sistani in September and lowered its full-year outlook.

The new offerings arrive as WeightWatchers lays the groundwork to become the ultimate ecosystem with behavioral and nutritional aspects designed to support members both on weight loss medication and as they transition off.

Despite the booming business of GLP-1s, WeightWatchers has faced challenges, partly due to increased competition, medication shortages and insurance coverage issues preventing consumers from accessing medication.

The competition is heating up, as Noom just announced its adding $29 oral weight loss medication for its members and smart home fitness brand Echelon enters the GLP-1 race.

Interim CEO and president Tara Comonte told investors last month that over the last six months, approximately 45% of WeightWatchers clinic members eligible for (and prescribed) a GLP-1 by their clinician have been denied coverage by their insurance — leading to over half of current members expressing interest in compounded GLP-1s, which the company began to offer this fall.

The storied weight management company is also bullish on B2B partnerships, as Comonte noted she predicts it will be “increasingly hard” for employers not to offer weight loss medication coverage.

As for its new program, WeightWatchers chief nutrition officer Dr. Michelle Cardel said it will deliver greater freedom and flexibility. Other features include an AI-powered recipe importer that calculates points and detailed macronutrient insight. 

“Our millions of members now have access to registered dietitians who can craft personalized meal plans and set tailored macronutrient targets – viewable right in the app – to align with their unique health goals, such as increased muscle mass,” Dr. Cardel said. “Coupled with over 350 ZeroPoint Foods that encourage healthier choices and accessible options, this program truly offers something for everyone.”

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Those looking to elevate their franchising experience and get in on the artificial intelligence (AI) game don’t need to look any further than Momence. 

The software provider for fitness studios, gyms and wellness centers accomplishes all of the above with its AI Corporate Dashboard. The platform spurs retention, engagement and consequential profit by fortifying satellite locations with each other and refining their offerings. 

“Momence makes it easy to sell the dream of entrepreneurship in the fitness and wellness industry for franchises,” said Momence CEO Vojta Drmota. “This is a platform they can trust to consolidate from the dozens of platforms they’re using today into a single solution. It gives franchisees all of the ingredients to grow and scale to a seven figure location.”

An Operator-First Dashboard 

The AI Corporate Dashboard helps brands establish new franchise locations by keeping intangibles like pricing, classes, appointments, staff roles and marketing templates all consistent with what’s determined at the corporate level. It leverages AI to provide brands with centralized, detailed insights on their brand’s performance, helping them to manage their assets better as well. 

The platform also features automated royalty collection, happening immediately after transactions take place. Funds go directly into the corporate account, surpassing those of franchisees to remove the risk of them defaulting on fees. 

As comprehensive as the software is, its inception was anything but. Momence simply listened to what issues operators struggle with the most and tackled them head-on.

“Listening to what franchises need to successfully operate their business helps us see how underserved they are in today’s market,” Drmota said. “Sure, there are software brands who’ve chosen to niche and exclusively serve franchises, however, they’re still not meeting the needs of these businesses because they don’t take a modern and consolidated approach to powering a business’s back office. We focused on that to alleviate the pain points the corporate franchise teams and individual franchisees experience in the day-to-day of the business.”

Brands are already beginning to reap the fruits of those labors. StrechMed, the rapidly expanding assisted-stretching franchise, saw a 75% increase in growth since switching over to Momence, according to the brand. The AI Corporate Dashboard has been especially impactful in allowing StretchMed to keep tabs on its new franchise locations, aggregating data automatically rather than loading it into spreadsheets individually. 

“Since switching to Momence, we’ve been able to drive massive improvements in nearly all stages of our sales funnel,” said StretchMed Director of Sales & Operations Bradley Kennedy. “Their technology makes it easier than ever to capture, nurture, and convert leads effortlessly. The robust data tracking and visibility provided by Momence have enabled us to understand and improve our client retention and labor utilization in ways not possible before.”

Consistency is Key

Most franchise operations aim to grow as wide as they can, establishing an arsenal of locations that cover all corners of the map. But as you expand, keeping things centralized and consistent becomes more difficult. 

“One of the pain points corporate franchises experience is being able to maintain a consistent brand and customer experience from location to location,” said Drmota. “Operational excellence is of the utmost importance. Therefore, being able to operate the business within a consolidated platform solution, including their communications and marketing, is critical for business growth and success.”

Momence solves this with its brand kit — a hub within the AI Corporate Dashboard for marketing emails, SMS templates and sequences to ensure a smooth lead-to-member conversion. 

“This makes it much easier for franchisees to have access to everything they need to communicate and market the brand to help attract net new members to the studio, gym or wellness center,” said Drmota. 

The brand kit can be updated or altered at any time by the franchisor as well. This makes it easier for corporate brands to package and share seasonal marketing campaigns with franchisees who can then launch them with confidence.

AI Takes Action

The platform’s AI functionality provides assistance for brands just starting out and well into their business journey as well. Applying the software to specific locations just takes some curiosity and a few easy clicks. 

“In the platform, you will see a little ‘AI Insights’ icon where there will be suggestions on areas of improvement that can be made, completely informed by the data within the corporate dashboard,” Drmota explained. “Take class capacity as an example. You can see if a certain region or individual franchisee location has a lower capacity filled than normal. You can then interact with the AI and ask it questions where it will help guide you on the best way to help increase class capacity, where it will leverage all the thousands of data points it has on your business.”

The platform also allows users to leverage AI insights on factors such as acquisition spending, increasing top-line revenue, opening and selling franchises in new regions just to name a few. The AI also analyzes down the lead-to-member journey for members, making it possible to identify areas of improvement to increase conversion rates. 

“You get better intel on the health of your business,” said Drmota. “This unlocks the ability for corporate franchises to easily grow and scale the business with greater confidence.”

Leading the Way Forward

During Momence’s efforts to hear clients and formulate a better understanding of what they need from a software perspective, the brand concluded that the fitness industry is far behind others in terms of leveraging AI effectively. 

“Legacy software platforms have been built in a way that’s no longer serving the fitness and wellness industry,” said Drmota. “In conversations with franchise owners and corporate franchise teams, as they’ve made the switch to Momence, they expressed they weren’t even using the corporate dashboards available in their old software provider.” 

“Instead, they were manually exporting the data, taking several spreadsheets, aggregating the data and identifying insights and opportunities,” Drmota added. “They were taking hours upon hours to prepare for meetings with individual franchisees or board meetings to report back on key performance metrics on the health of the franchise.”

Momence is proud to be speeding up these elements of running a fitness business which others have neglected.

“As a modern software provider, this provided an opportunity for Momence to explore how we could leverage AI to help studio, gym, and wellness center owners make data-informed decisions that are critical to helping individual franchisees on the path to profitability or the corporate franchise continue to scale and grow the overall business,” Drmota said.

This article originally ran in ATN’s Technology & Innovation Outlook 2024 report. Read more about the transformative impact of cutting-edge technology on the fitness and wellness industry and download the free report today.

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Nutrition and diet app MyNetDiary has rolled out AI Meal Scan, a new feature that allows users to track meals by simply snapping a photo and quickly calculating up to 107 nutrients.

“This innovation addresses one of the biggest challenges in nutrition tracking: the time and effort required to log meals,” MyNetDiary CEO Sergey Oreshko said. “AI Meal Scan allows users to log meals in seconds with unmatched accuracy by combining the latest AI advancements with our verified food database. We’ve redefined convenience and reliability for our users with remarkable precision, helping them stay consistent and achieve their goals faster and more effectively.”

The AI meal scanning feature uses advanced image recognition technology and proprietary food analysis algorithms and can even assess toppings and sauces.

MyNetDiary is available on both iOS and Android.

Metabolic health app January AI added a similar feature last month, providing its app users an alternative to standard continuous glucose monitoring. The new meal scanning feature can account for macros and predict potential glucose impact.

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London-based Magic Mirror maker Magic AI has raised $5 million in an investment round led by IW Capital, following a $2.5 million round last summer.

The AI-powered fitness mirror Magic AI Mirror touts a hologram that tracks body positions, movement, and form and has attracted athlete ambassadors such as Sir Alastair Cook, Desiree Henry, and Katya Jones and landed on TIME’s annual list of the 200 World’s Best Inventions.

The recent funding round also saw participation from Baleen Capital, SFC Capital, and Ventures Together, and angel investors from Spotify, TikTok, and Meta.

“We’re delighted to be backing a company that is helping millions of people, who may otherwise not be able to access, or afford, personal training, to achieve their fitness goals,” IW Capital shared in a LinkedIn post announcing the funding.

As a mirror-based personal trainer/gym, Magic AI Mirror users can purchase adjustable dumbbells and an incline bench or use their own. The Mirror offers 100+ classes, including content from celebrity athletes and personalized workout programs. Membership is free; new content and AI form-tracking features are added every two weeks. Each mirror allows up to five user accounts.

Magic co-founder Varun Bhanot wrote on LinkedIn that the $5 million venture capital investment round will take Magic AI to the next level.

“It’s difficult to put into words what an exhausting & stressful year it’s been,” Bhanot shared in a post on the career networking site. “Having our first baby & kicking off this second VC raise all in the same year! I started drafting our funding deck in the hospital labor ward last November.”

Within Magic AI Mirror‘s first year, Bhanot says the fitness tech company has surpassed 5,000 customers in 38 countries and built the world’s largest computer vision form-tracking dataset — ReflectAI.

The fitness mirror space appears to be heating up.

Aeke, a sports tech brand established by Qudong Future (Shenzhen) Technology Co., Ltd., is set to launch the Smart Home Gym K1, its AI-driven, auto-foldable 4K touchscreen fitness mirror, on Kickstarter next month. The compact fitness mirror offers a six-dimension comprehensive analysis that scores health aspects such as cardiovascular function and body composition and creates tailored fitness program recommendations.

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Asensei, an AI-powered movement recognition tech company, is partnering with 3DLook, an AI-driven mobile body scanning solutions provider, to elevate consumers’ fitness and wellness journeys and drive engagement with comprehensive assessments, enhanced personalization, and progress tracking.

The alliance aims to serve health and fitness brands, including those focused on GLP-1 weight loss services.

“Progression is retention,” Asensei CEO Steven Webster said. “Asensei customers have been increasing acquisition and retention of customers by offering a suite of check-in experiences that baseline strength, mobility, balance, and fitness and then show ongoing improvement along their journey. For many customers, their intrinsic motivation is to not just feel stronger but to look stronger and see their hard work in the mirror. With 3DLook, we extend our computer vision capabilities from understanding the athlete, the room they’re in, and the equipment they’re using to being able to show them a true reflection of the results of their hard work.”

The collaboration combines Asensei’s precise movement tracking with 3DLook’s FitXpress body composition data—including BMI, BMR, body fat percentage, lean body mass, and fat body mass—to create detailed profiles that inform personalized wellness programs tailored to individual goals and capabilities. Members can monitor their body changes and track progress over time, fueling motivation and engagement. The partnership also introduces a new feature: smart scale validation, which provides advanced BMI verification and enables users to compare AI-derived weight with self-reported data to help prevent the misuse of weight-loss medications.

Whitney Cathcart, 3DLook’s chief commercial officer, adds that the partnership creates a seamless experience for users. 

“By integrating FitXpress with Asensei’s advanced capabilities, we’re empowering individuals with the most accurate body composition data and real-time insights, allowing them to visualize their progress like never before,” Cathcart said. “Whether they are pursuing general fitness or engaging in weight loss journeys, including those involving GLP-1 treatments, this level of personalization will motivate users to stay engaged and committed to achieving their health and wellness goals.”

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Athlete involvement and AI are set to propel the global online sports coaching platform market size to grow by $1.24 billion from 2024 to 2028, according to a new report from Technavio.

While increased internet access (which accounts for 67.1% of the global population) is certainly driving the online sports coaching market, the integration of advanced tech, such as AI, machine learning, and data analysis for advanced performance monitoring and personalized training programs, are also key factors in the burgeoning online coaching space.

According to Technavio, the projected growth of internet users in a few short years (a staggering 7.5 billion by 2030) will continue fueling the growth. However, there are challenges — as Technavio points out, in-person coaching, free online content, self-directed training, and even wearable fitness devices are all competition for the online coaching market.

Still, with the online sports coaching market rapidly growing, digital tools, gamification, and advanced analytics can unlock valuable insights that can lead to improved performance. Athletes may find it convenient to participate in virtual coaching sessions and video analysis that optimizes their training.

Although the fitness business has always prided itself on being a people-first service industry, leveraging AI can enhance training services while still preserving the personal approach that consumers desire.

“Adopting AI is becoming crucial for staying competitive as a fitness coach,” said Candace Dickson, chief marketing officer at CoachRx & OPEX Fitness. “Coaches who leverage AI can offer more sophisticated, data-driven services. They can handle larger client loads without sacrificing quality and provide insights and personalization that would be challenging to achieve manually. As clients become more tech-savvy, they’re increasingly expecting the kind of 24/7 support and data-driven insights that AI-enhanced coaching can provide.”

This year, SageHouse, an investment and advisory firm, launched a remote longevity fitness coaching platform dubbed Proof3, which pairs remote coaches with clients to create personalized fitness, nutrition, and lifestyle plans. 

“Millennials and Gen Xers increasingly want to live better, longer, and we’re excited to lead the charge with these amazing coaches,” Proof3 co-founder Jim Crowell said. “Our love for and extensive experience in the fitness and wellness space have uniquely positioned us to effectively cater to this growing demand.”

Technavio’s report can be downloaded here.

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SleepScore Labs hasn’t been sleeping on artificial intelligence. The sleep health company has just launched Sleep.AI, a platform that provides advanced insights and predictive models, allowing health and wellness brands to optimize sleep health for their customers.

The announcement comes as consumers have begun taking their sleep health seriously in pursuit of wellness and longevity — and for good reason. One new study published in the American Academy of Neurology this month suggests poor sleep is linked to almost three years of additional brain aging.

Sleep is undeniably an important pillar of health, but when companies try to understand how sleep drives results, they tend to struggle with conflicting data from wearables and other devices, according to Colin Lawlor, CEO and founder of SleepScore Labs.

Therabody is among the many brands that have worked with SleepScore Labs, which partnered with the recovery tech brand to measure the impact of their SmartGoggles on sleep outcomes. And, most recently, corporate wellness platform Wellhub has also taken advantage of SleepScore Labs’ technology, adding the digital sleep improvement app to its user offerings.

Ahead of the curve, SleepScore Labs acquired Sleep.AI six years ago. The company says it has cultivated a significant amount of data and finely tuned models, resulting in an evidence-based approach for companies.

“Sleep.AI makes it easy for companies to unlock true insights by providing normalization and predictive models and to integrate solutions, all backed by robust scientific evidence,” Lawlor said. “From mental health to chronic disease, weight management to fitness, we help companies convert sleep from a blind spot for companies into a competitive advantage.”

Among Sleep.AI’s many services, the company assists health and wellness apps through its software development kit (integrating insights from over 500 wearables) and research and development to churn out predictive insights. The platform also offers scientific validation with SleepScore-certified data and a suite of APIs for companies that want to expand their offerings.

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Santa Monica will soon be home to Fred Fitness, the first gym centered on AI-driven personalized workouts and powered by EGYM.

The new gym, which is setting out to revolutionize customized training with a “work smarter, not harder” philosophy, is slated for a January 2025 opening at 1344 4th Street. Following its initial location, Fred Fitness plans to expand rapidly through franchising.

“Most gyms offer equipment; we offer solutions,” Alfred Enzensberger said. Enzensberger, with the support of EGYM CEO Philipp Roesch-Schlanderer, conceptualized the idea for Fred Fitness. He’s also the founder of Clever Fit, which operates over 500 studios across Europe and is backing the California AI gym.

“Imagine a personal trainer that not only understands your goals but continuously adapts to your progress,” Enzensberger added. “No human trainer can provide this level of precision and personalization, but our technology can. As the fitness industry moves toward premium services focused on longevity, we aim to make these innovations accessible to everyone—at an affordable price.”

Fred Fitness members can expect personalized feedback and tracking, with workouts that adapt as they progress in their health and fitness journey. The AI technology also ensures proper form for safety and effectiveness.

A waitlist has been created to join Fred Fitness for a monthly membership rate of $120.

EGYM CEO Roesch-Schlanderer remarked that when he introduced EGYM’s technology to Enzensberger, he envisioned an entire fitness club built around it.

“The launch of Fred Fitness is the culmination of our shared commitment to innovation in the industry,” he added. The fit tech company recently secured $200 million in growth capital and received a valuation of over $1 billion.

Despite its high-tech fitness approach, Fred Fitness will offer on-site trainers for additional support. They will also assist new members in taking brief personal assessments to establish goals and a baseline for the AI technology.

“At Fred Fitness, every workout is optimized for you,” Enzensberger explained. “The technology eliminates the guesswork, delivering a perfect fitness experience for each individual.”

In addition to EGYM Genius, Fred Fitness will feature Matrix cardio equipment.

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The at-home gyms of the (near) future are compact, powered by AI and accessible – key features at the core of Amp, a new home-based fitness device now available for pre-sale.

The fitness brand has found a fan in actor Terry Crews, who recently promoted Amp in a TikTok video.

Built with simplicity in mind, Amp offers a minimum weight of 5 pounds with the flexibility to increase up to 100 pounds of digital resistance, allowing users to adjust workouts in real-time. There is also the option to manually adjust the resistance with the turn of a dial.

Three smart resistance modes are available: Fixed, Band and Amplify. While Fixed mode maintains constant weight throughout the entire range of motion, Band adds resistance the further a user gets from the starting position. Amplify mode adds resistance when returning to the starting point.

“I’ve always been passionate about fitness and technology,” Amp founder and entrepreneur Shalom Meckenzie said. “My vision was to create an innovative solution that combines the two and empowers users to achieve their goals while making sure it is accessible for all. I am excited to see this vision coming to life.”

The accompanying Amp app guides users through engaging, gamified and personalized workouts with a social component that allows users to engage in challenges and compete on the leaderboard. Amp requires a subscription to the app, which costs $23 per month. Although the app is currently only available on iOS, the fitness company says compatibility with Android is coming soon.

The Amp system, $1,995, is estimated to be delivered in early 2025 (right in time for New Year’s fitness resolutions) and can be reserved with a $99 deposit. The price includes delivery, installation and accessories, such as a T-Bar, two ankle straps, a handle, dual handle and rope.

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Gatorade is tapping into the power of generative AI in collaboration with Adobe Firefly, so athletes and fans of the sports performance brand can create personalized Gatorade Squeeze Bottles.

The interactive experience begins on Gatorade iD, Gatorade’s free membership platform. Users can select free AI ideas to create a design or choose to type their own ideas into a search box (such as Pilates, weightlifting, basketball, etc.). Both options allow users to select a pattern “vibe” and a color palette. Users are given two free AI-inspired design generations for being a Gatorade iD member and will be charged 200 points for each subsequent bottle generation after their two complimentary credits. 

“Every brand is trying to figure out how to effectively personalize customer experiences at scale, a proven strategy that can boost audience engagement and drive lasting loyalty,” Adobe vice president Hannah Elsakr said. “Gatorade is pioneering a new approach and making one-to-one personalization a reality with generative AI, leveraging Adobe Firefly Services to deliver highly customized water bottles and unlock creative expression for millions of everyday athletes.”

Gatorade launched the free membership platform in January in tandem with the release of the Gatorade x DJ Khaled capsule collaboration, which included a DJ Khaled-personalized Gx Bottle, towel and a Jordan Brand pullover hoodie. 

In addition to giving users acess to create customized GenAI Gatorade squeeze bottles, Gatorade iD provides users with access unlimited edition drops, discounts, free shipping offers and the ability to earn rewards and personalize equipment. 

“Gatorade continues to be at the forefront of athletic equipment personalization, and the launch of AI-generated bottle design puts next-level creative self-expression directly in athletes’ hands,” said Xavi Cortadellas, Gatorade’s senior director of marketing, athletic equipment. “Now athletes everywhere can have fun with our AI tool in a way that’s approachable and uniquely on-brand.”

AI-generated personalized Gatorade Squeeze Bottles can be created for $34.99.

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Aescape, the creators of the automated and on-demand robot massage, continues its expansion into the hospitality and tourism industry, with upcoming launches at Four Seasons Resort Orlando at Walt Disney World Resort and Four Seasons Hotel Baltimore.

The move comes amid a growing surge in wellness tourism and an increasing demand for premium well-being amenities.

Aescape Heads to Four Seasons Orlando and Baltimore

Starting on October 18, the on-demand massage system will be available to both guests of Four Seasons Resort Orlando and the general public. Four Seasons Hotel Baltimore is slated to introduce the system later this fall.

Aescape has also launched new massage features targeting the lower back, glutes, and hamstrings, with session options ranging from 15 to 60 minutes.

The New York-based lifestyle robotics company, founded in 2017 by serial entrepreneur Eric Litman, raised $85 million in pre-launch funding. Investors span several industries, including robotics, AI, SaaS, sports and hospitality. 

“Four Seasons is a legendary hospitality brand, and our goal is to provide guests with a massage experience as unforgettable as their stay,” Litman says. “We look forward to innovating together in exceptional spa and wellness offerings.”

Accessible, On-Demand Massage

Aescape officially pushed into the hotel industry earlier this summer, placing its robotic massage machine in ila Only Space, located in Lotte New York Palace, a luxury hotel in New York City.

Derek Hofmann, senior director of spa for the Four Seasons Resort Orlando, noted that the AA Five Diamond-rated resort puts its guests’ comfort and well-being as a top priority, offering amenities designed to support and enhance their wellness routines.

“Aescape’s accessible and intuitive massage experience makes it easier for travelers, residents, and locals to maintain their healthy lifestyle habits,” he shares. 

For Spa Four Seasons Hotel Baltimore, launching Aescape at its hotel and spa represents a significant leap in its commitment to delivering unparalleled wellness experiences, according to Shae Jackson, senior director of spa for Four Seasons Hotel Baltimore. 

“Aescape’s cutting-edge technology redefines the massage experience, providing our guests with a personalized and immersive therapy that complements our luxury offerings,” Jackson says. “We’re excited to offer a solution that not only enhances relaxation but also aligns seamlessly with our dedication to exceptional guest care.”

High-tech and Highly Personalized

As AI quickly transforms all areas of life, Aescape is focused on recovery and renewal, turning massage treatments into a more accessible wellness practice rather than an indulgence.

“It’s designed for anyone looking to book last-minute, or looking for control over their massage when therapists aren’t always available,” Litman pointed out earlier this year. 

The high-tech massage table offers a personalized experience, scanning a user’s body generating over 1.1 million 3D data points, and determining anatomical points for targeted massage. A touchscreen interface allows users to select from several treatments tailored to their body and offers control over target areas, pressure points, and even music selection.

In March, Aescape partnered with luxury lifestyle and fitness brand Equinox to unveil its AI-enhanced massage table at ten locations across New York City.

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Vojta Drmota wakes up every day motivated to bring ecommerce-level innovative software to experience-based fitness and wellness companies — a growing part of the economy that he says is highly underserved.

In 2020, Drmota co-founded Momence, a modern, consolidated reporting, booking, marketing and communications platform for yoga and Pilates studios, gyms, clinics, PTs, wellness studios, salons, spas, sports facilities and more — helping thousands of brands address the challenges of running and scaling their businesses that existing technology hasn’t been able to solve. The goal is for Momence to be the one place where the entire business is run.

Athletech News spoke to Drmota to gain insights on where and how Momence is using AI and advanced tech to shift the paradigm and best support studios of all sizes.

Athletech News (ATN): What AI trends do you foresee having the most significant impact and what are some examples regarding how Momence is reacting to the trends?

Vojta Drmota (VD): At Momence, we’re not following AI trends like generating content or automating sales. Instead, we’re focused on helping business owners operate more efficiently. We’ve prioritized enhanced reporting through AI to give owners a clear view of their business’s health at a glance. On Momence, all essential data is consolidated into one easy-to-understand dashboard, providing immediate, actionable insights that help business owners save time, cut costs and focus on growth. 

All business owners have to do is interact with the AI chat and ask questions such as: List the top 5 locations that have the highest lead to intro and intro into membership conversion rates

ATN: How does this AI-Powered Corporate Dashboard specifically address the unique challenges faced by multi-location and franchise businesses?

VD: It tackles their unique challenges and pain points with the following:

Our Franchise Setup feature allows owners to easily create new franchise locations with preset configurations, from pricing and appointments to staff roles, membership contracts and marketing templates, all set at the corporate level.

Momence’s Royalty Free Collection process facilitates automatic collection of royalties directly into the corporate account at the point of sale, eliminating the risk of franchisees defaulting on fees while saving on merchant fees.

Aggregated Reporting allows owners and operators to view the entire lead-to-member journey and identify areas of opportunity where the journey could be optimized to increase conversion and retention rates. 

AI-Powered Insights are integrated throughout the platform, providing data-driven suggestions for areas of improvement based on the corporate dashboard. By interacting with the AI and asking questions, it guides you on the best course of action. You can also leverage these insights to identify opportunities for increased acquisition spending, boost top-line revenue, open or sell franchises in new regions, and much more.

ATN: Can you share case study examples that demonstrate the pain points you solve for businesses?

VD: Stretchmed is one example. They are a rapidly expanding assisted-stretching franchise, and a great example of how to remain competitive in the market while scaling.

Stretchmed migrated to Momence a year ago and, to quote Bradley Kennedy, their director of sales & operations, “We were using a hodgepodge of six different platforms and software solutions and we wanted to scale. We needed a system that would scale with us and Momence has been the perfect solution.”

Today, Stretchmed can preset roles, permissions and settings all in one central place.

The AI Corporate Dashboard has been especially impactful in allowing the company to keep tabs on its new franchise locations, aggregating data automatically rather than loading it into spreadsheets individually.

With Momence, they can instantly access and update key data points for their entire sales funnel across all locations, providing real-time insights needed for decision-making.

These capabilities have transformed their marketing, lead management, client retention strategies, and efforts to increase the lifetime value of members.

To that end, the company has seen a 75% increase in growth since switching over to Momence, and Bradley says they’ve been able to drive massive improvements in nearly all stages of their sales funnel.

The Foundry is another example. This is a hot yoga and fitness studio headquartered in Arizona that has evolved from a multi-location / licensee model to a franchise model with five locations corporately owned and two franchisees who each own two locations.

As they transitioned franchising, Niki Fillmore, COO and marketing director, explained that a consolidated platform solution was key to their success.

Previously, they relied on multiple platforms to manage and track various revenue streams like retail, teacher training and retreats, requiring their CFO to manually export, aggregate and report data monthly.

Today this looks completely different. All of the information lives on one platform and the Momence AI dashboard shows it all at a glance.

In less than a year, they have seen a 30% increase in revenue month over month. They’re about to launch paid advertising via the Momence Ads manager and we are all excited for even more growth and results.  

ATN: What’s next for Momence?

VD: Our goal is to make it as easy as possible for corporate franchises at any stage to grow and scale with confidence as their software powers the back office of their business. 

To this end, one thing we are working on is enhancing the corporate dashboard for franchise businesses by enabling A/B testing of different services, products and offers. Once the optimal option is identified, a single click will allow implementation in a specific region, territory or across all locations.

Momence’s competitive advantage really is that we’re an all-in-one platform for franchises in terms of scheduling, payments, communications, marketing and accounting. And when this is paired with the AI-Powered Corporate Dashboard operators and owners can automate or customize royalty fee collection, ensure operational efficiency via user management, and achieve full transparency with your business data, reporting, and AI. Along with so much more. 

Learn more about how the AI-Powered Corporate Dashboard can work for your multi-location or franchise business by scheduling a discovery call with Momence.

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