StepBet is a platform that blends personalized step goals with group competitions and financial incentives. Operated by WayBetter, which specializes in behavior change games, the company believes this innovation can drive long-term behavior change in the fitness landscape. Kerri Walsh, Chief Business Development Officer at StepBet, spoke with Athletech News about how gamification can foster consistency, community and motivation in fitness.

StepBet tailors daily step goals to individual activity levels and incorporates a financial component that makes staying active more engaging. The company has paid out millions of dollars in winnings to users.

“B“By making fitness a rewarding habit rather than a chore, we help individuals stay motivated,” Walsh told ATN. “Our platform is designed to tap into intrinsic and extrinsic motivation—people love the satisfaction of hitting their goals, but the financial incentive gives them that extra push to stay committed.”

Research has shown that financial rewards can be a strong motivator for behavior change, but StepBet wants to ensure that these incentives lead to sustained engagement rather than just short-term participation.

“Our challenges typically range from 2 to 6 weeks, striking the perfect balance between immediate motivation and long-term habit formation,” Walsh said. “We want people to start a challenge and feel that sense of accomplishment, but the real goal is to create a stepping stone for a more active lifestyle.”

She added that StepBet’s dynamic goal-setting model ensures that the challenges remain accessible yet effective. “We take into account a person’s past activity levels and gradually push them toward improvement, making the experience both achievable and rewarding.”

The platform’s setup, where friends invite friends, also helps strengthen engagement and foster long-term participation. This ecosystem makes movement more enjoyable and habitual.

“Community is at the heart of StepBet,” Walsh explained. “Our in-app social features allow users to share progress, exchange motivational tips and hold each other accountable. The camaraderie built through these challenges is what keeps people coming back.”

Beyond motivation, Walsh also sees StepBet as a tool for reshaping how people perceive fitness. “Many people think of exercise as something they ‘have’ to do, but we’re changing that mindset,” she said. “StepBet reframes movement as something fun, social and rewarding.”

Looking ahead, Walsh foresees continued advancements in wearables, AI-driven personalization and interactive social connections shaping the future of fitness.

“We are committed to investing in these areas to stay ahead of the innovation curve,” she stated. “Technology is evolving rapidly and we see a future where fitness platforms like ours become even more adaptive, intuitive and integrated into people’s daily lives.”

She emphasized that StepBet is designed for a broad range of users. “Whether you’re just starting out, a seasoned fitness enthusiast, or simply looking for a new way to stay motivated, StepBet is for everyone. Movement should be accessible, fun and rewarding for all.”

The post StepBet & the Power of Gamification in Fitness appeared first on Athletech News.

Halotherapy Solutions has spent years advancing the role of halotherapy in recovery, earning recognition from gyms, wellness centers and now, even Prince Harry. As the only BBB-accredited salt therapy equipment company with an A+ rating, the company is known for its commitment to quality and customer support.

“Our company strongly believes that giving back is core to being a business,” says Steve Spiro, CEO of Halotherapy Solutions.

At the 2025 Vancouver Invictus Games, Halotherapy Solutions shared HaloRed, a patented recovery technology that combines Halotherapy with advanced red light therapy, to paralympic military athletes from 23 countries. Designed to enhance respiratory function, accelerate muscle recovery and reduce inflammation, HaloRed quickly gained attention for its science-backed benefits. 

The response was overwhelming, with athletes and wellness practitioners praising its impact — leading to an invitation to the 2027 Invictus Games in the UK and the U.S. Armed Forces Warrior Games in Colorado.

Halotherapy Solutions is helping fitness and wellness businesses integrate recovery solutions that support both health and performance. The following Q&A with Spiro dives into the brand’s experience at the Invictus Games, meeting with Prince Harry, and why halotherapy is becoming a key part of athletic recovery.

Athletech News (ATN): Halotherapy Solutions was part of the 2025 Vancouver Invictus Games, where you met Prince Harry. Can you tell us about that experience?

Steve Spiro (SS): Meeting Prince Harry was an incredible moment. His passion for wellness, recovery and holistic health was evident, and he was genuinely interested in the benefits of Halotherapy for athletes. The Healing Hut, where we were featured, included 25 world-renowned wellness practitioners, from massage therapists and acupuncturists to aromatherapists and physical therapists — and even Mattis, the loving service dog!

Halotherapy Solutions was one of just two wellness equipment providers handpicked for this global event, and it was incredible to be part of a space that focused on helping military athletes recover and perform at their best.

ATN: How did athletes and attendees respond to your Halotherapy sessions?

SS: The response was overwhelming! We provided over 1,000 free salt therapy sessions to more than 1,400 paralympic military athletes and their families from 23 countries — plus some generals, CEOs and wellness leaders. Many athletes said our HaloRed system helped alleviate colds, reduced stress and improved lung function for training and recovery.

ATN: What makes Halotherapy such a powerful tool for athletes?

SS: Breath is the foundation of performance. Whether an athlete is competing at the highest level or just training for personal goals, respiratory function directly impacts endurance, recovery and overall health. Halotherapy works by clearing airways to improve oxygen intake and stamina, reducing inflammation for faster muscle recovery, lowering stress levels to aid focus and performance and more.

Athletes recognize the power of recovery, and halotherapy is an accessible, non-invasive solution that enhances both physical and mental resilience.

ATN: Why should gyms, recovery centers and wellness businesses consider adding Halotherapy?

SS: Wellness is no longer a niche offering — it’s a core expectation in the fitness and wellness industry. Gyms are seeing that integrating recovery solutions like Halotherapy drives new membership, boosts retention and increases revenue per member.

The HaloRed system has become our top-selling product in the fitness industry because it fits seamlessly into recovery programs and performance optimization strategies. We’ve already partnered with Equinox, World Gym, and Augment, along with several pro sports teams and independent fitness centers that recognize the value of better respiratory stamina, faster recovery and holistic wellness.

ATN: What makes HaloRed different from other halotherapy solutions?

SS: HaloRed is the only patented system that combines salt therapy with red light therapy, and it’s backed by science. We worked with NASA to study how salt crystals refract red light, creating microbursts of energy that enhance its effects. This makes our red light therapy more immersive and effective than standard medical-grade red light therapy, which typically only offers two wavelengths — we use four.

Additionally, our HaloCBD technology allows facilities to offer Aerobic CannaBinoiD Therapy, where CBD is combined with salt and dispersed through our halogenerators, providing benefits like reduced inflammation, improved sleep and better breathing — without requiring users to consume it through smoke or a vape.

ATN: How does Prince Harry’s involvement in wellness impact the future of recovery solutions like Halotherapy?

SS: Prince Harry has been a strong advocate for mental and physical well-being, particularly for military personnel and athletes (editor’s note: Prince Harry founded the Invictus Games in 2014). His continued support of events like the Invictus Games and commitment to holistic wellness practices helps drive awareness and credibility for recovery solutions that work.

The fact that world-class athletes, high-ranking officials and leaders in wellness experienced Halotherapy Solutions firsthand at the Invictus Games reinforces that this is more than just a trend — it’s the future of athletic recovery.

ATN: Where can fitness and wellness businesses learn more about integrating Halotherapy into their facilities?

SS: We’d love to connect! Visit us at Booth #869 at HFA for a live demo or reach out to explore how Halotherapy Solutions can help your business grow with next-generation recovery technology.

The post Inside the Invictus Games: How Halotherapy Solutions Is Advancing Recovery for Athletes appeared first on Athletech News.

Few executives have more high-level experience in the supplement industry than Thorne CEO Colin Watts, who has been involved in health and wellness for well over two decades now.

The former CEO of The Vitamin Shoppe, chief innovation officer at Walgreens and president of WeightWatchers Health Solutions, Watts joined Thorne shortly after the wellness and supplement company was acquired by L Catterton in a blockbuster $680 million deal back in October 2023.

That deal, which saw Thorne go private, signaled a new chapter for the company as it looks to make a bigger push into the direct-to-consumer supplement market by providing science-backed products and personalization tools including at-home diagnostic tests, online health quizzes and AI-powered recommendations. 

Watts sat down with Athletech News to discuss how Thorne is working to make supplementation easier and more effective for consumers through personalization, and share his thoughts on the evolution of the supplement industry over the past two-plus decades.

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

Athletech News: You’ve led some of the biggest brands in health and wellness. Why did you decide to join Thorne as CEO in 2023? 

Colin Watts: I got a call from L Catterton when they acquired Thorne to see if I’d be interested in joining the leadership team and eventually coming in as CEO. It didn’t take much of a pitch, honestly. Thorne has a 40-year heritage in the professional channel – in order to service that market, one of the requirements is that your quality has to be pretty unassailable. We’re vertically integrated, so we make (almost) all of our own products in our amazing facility right outside of Charleston, South Carolina.

I also love the innovation profile of the company. What impressed me about Thorne was they weren’t doing the fly-by-night innovation. The supplement industry has a lot of interesting but somewhat superficial innovations that they make a big deal about. Thorne has always been very thorough in its innovation. We were very early into the healthy-aging space, for example. We continue to push in terms of where we’re going with innovation. 

And when I got a chance to meet our people, I saw that the culture is just unbelievable. This is the best company I’ve ever gotten a chance to work for – and I’m not just saying that. 

ATN: When you joined, Thorne, was fresh off a $680 million acquisition. What have your early priorities been as CEO?

CW: My first priority was to take a hard look at how the company was growing and determine where we could prioritize. For decades, Thorne had been a professional-focused company. About seven years ago, we started to pivot more direct-to-consumer, while still continuing in the professional space. As good as Thorne is right now and as big as we become, the reality is that our visibility and accessibility are still fairly low in the category. There’s a lot of headroom, even if you’re a premium supplement brand, to grow that awareness and make sure that more and more people hear the story of Thorne. 

Our second big priority is innovation. In 2025, you’re going to see one of the biggest years of innovation we’ve had in probably 20 years. One of the big areas we’re working on right now is personalization. I think we’re on the cusp of some breakthroughs in personalization, both at Thorne and as an industry.  

ATN: What’s Thorne planning on the personalization front? 

CW: This industry’s been plagued with people over-promising personalization; I’ve watched it for the last 15 years. At the end of the day, if I’m not making changes to my supplement regimen – or my lifestyle overall– then it’s not really personalized. 

At Thorne, we’re taking advantage of advances that are going on right now in AI, along with our participation in the diagnostic, at-home test kit area. We’re also taking advantage of the fact that we’re a leader in the science and professional side, but also master storytellers and very good marketers, to create an experience on the front end of personalization that hopefully will feel as good as the best conversation you could ever have with an expert in the area of supplementation and wellness. We’re going to create something that I believe isn’t going to feel like shopping anymore; it’s going to feel a lot more like asking for help. 

ATN: How has the supplement industry evolved over the last several years?

CW: Today’s consumer, at any age, is no longer thinking about supplements purely from a prevention standpoint. Prevention is really important, don’t get me wrong, but today’s consumer doesn’t want to wait 15 years to see the benefits of supplementation. Frankly, they shouldn’t wait that long.

Gen Zs and Millennials are actually spending more out of pocket for this market than Boomers are, so they’re setting the pace. What we’re seeing is they want to think about supplements – and they want to think about Thorne – as a performance brand. Similar to getting on a treadmill seeing and their (metrics) improving, that same generation is saying, “When I use whey protein, or when I use Catalyte, I want to understand, How is it going to help me perform? How is it going to help me today and tomorrow?”

ATN: The supplement industry is highly crowded, and there’s some consumer distrust. How is Thorne working to separate itself from the crowd?

CW: A long time ago in my career, I got a chance to work with (author and marketing expert) Faith Popcorn. She had this concept that she called a “lighthouse brand.” What she meant is that certain brands in certain industries break out from the pack. If you think about personal computing, Apple is a lighthouse brand. And whether you like Apple or you don’t like Apple, you can appreciate the fact that Apple changed the way that everybody did personal computing and now mobile phones as well. 

I think Thorne has a real opportunity to become a lighthouse brand in this market, because of the quality of our products, the science we put behind our products and our approach in bridging the professional and consumer markets. 

ATN: What’s your vision for the future of Thorne – and the supplement industry in general?

CW: I think we’re coming into a time when supplements will become part of the regular regimen. Consumers taking control of their health: people aren’t just waiting until they get sick, then going to the doctor and saying, “Please treat me.” They’re saying at an earlier age, “I want to perform at my best and I want to stay healthy for the longest I can.”

I’d like to believe Thorne has the opportunity to be a go-to brand. We’re not going to be here one day and gone tomorrow. That said, we also like to think of ourselves as a bit of the maverick of the industry that is constantly innovating and pushing. So if we were having this conversation five years from now, I’d like to be able to point to several points where we as a company have set a new paradigm for wellness and supplementation. 

The post CEO Corner: Thorne’s Colin Watts Talks State of the Supplement Industry  appeared first on Athletech News.

The smartphone era has its ups and downs. We’re more informed than ever, but many people struggle to break free from their devices, stuck in a vicious cycle of doomscrolling and other time-wasting activities. 

Paul English, the co-founder of travel booking platform Kayak, is fighting back. Through his firm Boston Venture Studio, English has launched Steppin, a mobile phone app that forces people to walk a certain number of daily steps before they’re able to access popular apps like TikTok, Instagram or YouTube. 

“We want to fight the algorithm,” English tells Athletech News. “If you want some entertainment, it’s okay, but make sure you break away from the screen every day to get outside and get some fresh air. It’s good for your mental health, good for your physical health, and it just keeps things in balance.”

Launched in January, Steppin essentially makes people earn their screen time by walking. Once they download the app, users can configure their phones to block distracting apps until they reach a pre-set daily steps goal. For example, you can program Steppin to block access to Facebook until you walk 5,000 steps (users can override Steppin to access blocked apps if they choose). 

English might have made his name and fortune as a tech entrepreneur by selling Kayak for $1.8 billion, but he admits there’s a downside to too much screen time.  

On a recent family trip to Spain, English’s fiancé, Rachel Cohen, and his son, Mike, realized the group was spending too much time on their phones and not enough time enjoying their Mediterranean surroundings. They got the idea for an app that tied screen time to daily steps. 

“We looked at the market and we couldn’t find anything that correlates steps to screen time,” English recalls. “We just thought it was a very obvious thing to build.”

The Race to Reduce Screen Time

Is there a big enough market for an app that encourages people to walk for their screen time? Some data says yes. Around 21% of Americans used a smartwatch or fitness tracker in 2019, according to a Pew Research Center survey. Meanwhile, another survey found that the average American checks their phone 205 times per day, and that 43% of Americans admit feeling addicted to their phones.

“We’re not inventing new types of users,” English notes. “If you look at the intersection of people who already track their steps and think they’re addicted (to their phones), it’s a huge number.” 

Screen-time reduction apps have become fairly popular in recent years. Opal, which allows users to block distracting apps for a set period of time – during the workday, for example – reported that it has over 500,000 users and 100,000 paying subscribers.  

But those apps don’t incentivize movement in the way Steppin does. For English, prioritizing daily steps is what makes Steppin stand out from the crowd. In theory, this will make the app more engaging for users over time and lead to long-term behavior change. 

Sharing a personal use case, English reports that he deleted X (formerly Twitter) from his phone after one week of using Steppin, realizing how “toxic” the social media app was after he was able to take a break from it. 

“I still have TikTok on my phone, but I use it much less because I have to walk in order to earn it,” English adds. 

Other users seem to be seeing similar benefits. Steppin saw “thousands of downloads” in its first week after launching, the app confirmed to ATN. 

“We’re getting (great) feedback from users, and it’s been incredibly rewarding to build this out,” English says.

Weighing Pricing Options

To keep users engaged for the long haul, Steppin is leaning into gamification. The app just introduced a “streaks” feature that rewards users for consecutive days they stick to their screen-time goals. A “leaderboard” feature is coming soon, which will allow friends to compete with each other to see who can earn the most screen time per day by walking. 

For now, Steppin is available for free with no monthly or annual subscription cost. Steppin hasn’t decided on an exact pricing structure yet, but English says the app will cost significantly less than competitors like Opal, which charges $100 per year for an annual “pro” subscription. Steppin will likely remain free for college students, English adds. 

English is quick to note that while Steppin might prove to be lucrative, he’s not in it for the money alone. The Kayak co-founder has high hopes that the app will make a serious difference in people’s lives, reaching millions of users and sparking a revolution in the way we interact with our screens and ourselves. 

“This is going to sound ridiculous, but I wouldn’t mind if Apple looked at our app and said, ‘That’s a really good idea,’ and they built it themselves and put us out of business,” he says. “My goal is to get as many people as possible managing their mental health and physical health by doing a bit less social (media) and a bit more exercise. So it’s really a mission-driven company.”

The post Is Steppin the App That Will Finally Get People Off Their Phones? appeared first on Athletech News.

BioCharger, the whole-body recovery platform, approaches wellness from more than one direction — and all at the same time. By weaving together PEMF (pulsed electromagnetic fields), light, frequencies and harmonics, and voltage, the brand goes where no provider in its field has gone before via its approach to cellular health. 

“It’s the only platform in the world that applies all four of these proven energies simultaneously and touchlessly,” said Jim Law, CEO of BioCharger, “The BioCharger activates your body’s natural ability to heal and recover.”

The BioCharger journey began when Jim Girard, who leads the brand’s research and development team, noticed an abundance of energy practitioners providing one of the four energies the BioCharger produces, the positive effects each brings out and the absence of something tying them all together.

“If you look at the mechanisms of action of each of the four energies, they’re all unique, but simultaneously, they all contribute to optimal cellular performance,” said Law. “So his vision was, why not create a device that could combine all four?”

35 years removed from that epiphany, Girard’s vision is present and concrete, with the BioCharger becoming smarter and more cost-effective than ever. 

Giving Back to Yourself

While the BioCharger may sound advanced from a conceptual standpoint, the way it’s used is anything but. 

To experience the four-in-one energy experience, users only need to sit or stand approximately 3-5 feet from the device for 12-15 minute sessions to receive the emitted energy forms. Users simply relax, let the machine do the work and then experience the benefits after the fact. 

“The key to success for any wellness business or fitness business is that your client or members feel or look better when they leave compared to when they walked in the door,” said Law. “Just experiencing the BioCharger and adding that 12 to 15 minute session to any protocol is going to improve the outcome.”

While the BioCharger helps individuals feel better on the surface — it also restores the energy our bodies have been missing for years. The Environmental Protection Agency (EPA) reports that humans spend 90% of their time indoors, leading many to miss out on the natural energies essential for overall well-being. 

“It provides four proven, scientifically-backed energies that exist in nature, that our bodies need desperately and are being blocked due to our modern lifestyles and spending,” said Law. “Without the proper energy at the cellular level, our body can’t regenerate and heal itself.”

Franchising Implications

PEMF, light, frequencies and harmonics, and voltage represent a winning formula for brands looking to integrate advanced wellness solutions and harness the benefits of multi-energy technology as well. 

Thanks to the BioCharger’s approachability, up to six users can enjoy the innovation at once, meaning sites often only need one, effectively making the device easy to integrate across multiple locations. The BioCharger being a modular tool, not requiring extensive staff oversight nor cleaning between sessions adds to its scalability as well. The same factors also allow the product to generate ROI in under 10 months, according to the brand. 

“The throughput is amazing compared to some of the other things from a profit margin standpoint,” said Law. “It is the highest margin, lowest operational cost device that you’ll find in any of these facilities.”

OsteoStrong, a wellness franchise focused on muscular and bone health, represents just one of the many clients currently benefitting from BioCharger’s franchise-friendly elements. The brand now boasts around 180 locations with help from BioCharger, which found eight different ways to monetize their service for them, contributing “massively” to their bottom line, according to Law. 

Capitalizing on Trends

The positives brought out by the BioCharger’s multi-user capabilities extend from the financial arena to end-user satisfaction as well. In the wake of the pandemic, more individuals are seeking community-building health and wellness experiences. With it serving as a wellness option that simultaneously introduces six people to each other at once, the BioCharger makes any gym or studio a platform for that sought-after camaraderie. 

“Today, more than ever, people don’t want to sit in their basement on a Peloton,” said Law. “We’re social beings. What we found with our clients, especially some of the larger, multi-site ones, is that it actually became a social point, and people collectively not only enjoy it but they get the benefits even to a greater extent as a group.”

This, coupled with the simultaneous increased demand for wellness by fitness consumers makes sites that house BioChargers more likely to spur higher retention rates — in some instances even bringing individuals through doors entirely on their own. 

“The movement has also had a huge impact on retention,” said Law. “Some of our larger customers, who measure that stuff maniacally, have seen that not only does it help retain, but it helps bring up the average member revenue. It can introduce new audiences that wouldn’t typically come to that business in the first place if it weren’t for the BioCharger.”

Evolving Through AI

BioCharger also continuously updates its machines, all of which are attached to a cloud network, with what it calls “recipes.” These “recipes” are energy and frequency programs designed for a specific outcome, such as assistance with a headache or recovery from a certain shoulder injury. 

Now, with over 1,400 recipes loaded, BioCharger’s next steps are being taken with artificial intelligence (AI). 

“We’ve got AI looking at our large language model and customizing design recipes on the fly based on a user’s need,” Law explained. “So if my HRV and sleep scores have been low, I can now enter that and it’ll custom develop a recipe you can run 30 seconds later.”

Law also added that BioCharger intends to assist more individuals dealing with chronic diseases in the near future, calling it one of the “hottest” areas where BioCharger technology has been embraced to help individuals recover in ways Western medicine hasn’t been able to.

The post BioCharger Makes Recovery Efficient & Fun With Four-in-One Energy appeared first on Athletech News.

Sleep is becoming big business. From wearable tech to smart mattresses to luxury hotel offerings, companies of all sizes are entering the race to help people sleep better for longer, pushing the global sleep market to a projected $950 billion by 2032, per Emergen Research. 

The NBA is getting on board, too, choosing sleep wearable maker Somnee as part of its 2025 NBA Launchpad cohort, the basketball league’s “Shark Tank”-style program that puts a spotlight on emerging technologies. 

Founded by a team of neuroscientists including University of California, Berkeley, professor and social media personality Dr. Matt Walker, Somnee makes a sleep headband that uses EEG sensors to help people fall asleep faster, sleep longer and improve their sleep quality. 

In late 2023, the company hired former Fitbit chief marketing officer Tim Rosa as its CEO, counting on Rosa to build Somnee into the next big wearable brand. 

Rosa sat down with Athletech News to discuss Somnee’s new partnership with the NBA and how the brand is using wearable tech to revolutionize the way people around the world sleep.

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

Athletech News: Can you tell us about your background and why you decided to join Somnee in 2023? 

Tim Rosa: I started my career on the brand side and then got recruited over to Sega Sports and ESPN Video Games to run sports marketing. After we got acquired, I launched the 2K Sports brand. NBA 2K was my baby, and we grew it from under 7% market share to 100% market share in five years. From there, I ended up at Electronic Arts and EA Sports. I then joined a tiny startup called Fitbit. We grew Fitbit from the U.S. to 100 countries, selling around 140 million units during my 10 years there and doing the biggest IPO in history for a consumer electronics company. We ultimately sold to Google. 

I then took some time off, when I got a call from Vinod Khosla of Khosla Ventures and Dr Matt Walker – probably the most famous sleep scientist in the world – who’s the co-founder of Somnee. They called about a CEO opportunity. I actually struggled with adult insomnia – I was taking THC and CBD edibles to help me fall asleep, which I’ve since learned are bad. I said, “Look, I don’t know that much about (sleep science). But if this thing works, I’ll be open to it.” During my third Somnee session, I fell asleep with it on.

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

TR: I’m deeply passionate about consumer experiences. Our gen-one product is great, and the technology is amazing, but it looked like a bunch of engineers and scientists had assembled it for a “Star Trek” episode. It was scientists speaking to scientists. I said, let me relaunch the brand, because we have the opportunity to scale to general population consumers. We’ll be rolling out some new products this year. I can’t talk about it in too much detail yet, but it’ll be a game-changer for the category. 

ATN: At a high level, how does Somnee help people get better sleep?

TR: We’re like a sleep lab for the bedroom. We’re taking the technology that Dr. Matt Walker and our scientists use at UC Berkeley, and we’ve miniaturized it into a product that not only helps with sleep onset, but helps with sleep maintenance as well as overall quality. 

We use what we call EEG-plus, which essentially maps your brain, because every brain is different. What we’re trying to do is figure out each individual’s optimal state for sleep. That takes about 21 sessions because there are different stages: mapping, personalization and optimization (adaptive). By the end of that, we’re affecting your ability to fall asleep, your ability to stay asleep and your overall quality of sleep. So it’s a unique product, and pretty groundbreaking. 

ATN: What was it like to be selected as part of the NBA Launchpad program?

TR: I have an almost 20-year relationship with the NBA (dating back to Rosa’s time in video games). When I was at Fitbit, I brokered one of the very first jersey patch deals with the Minnesota Timberwolves. It was an awesome partnership and relationship. During that time, I met (NBA executive) Tom Ryan. He reached out to me a few months ago and said, “Hey, I love what you’re doing at Somnee. Would you be open to participating in this?”

But it wasn’t something they just gave us. We had to make a “Shark Tank”-like pitch in front of the chief medical officers and trainers for the NBA, G League and WNBA, along with executives and team representatives. It was really important to them that the science was there. Obviously, we have four of the most famous neuroscientists in the world who founded the company, so there’s a lot of respect that already comes with that. But (the NBA) looked at our clinical data and our product roadmap. They love the new products and how those are being positioned. We’ll now do a six-month pilot study with the NBA. Assuming all goes well – we’re confident the results will be good – Somnee will go to referees, coaches, training staff and players across the NBA, WNBA and G League.

ATN: What does partnering with the NBA mean for Somnee – and for the future of sleep science? 

TR: It’s a great validation for us. But the reality is that our mission goes beyond sports. We’re trying to affect sleep fitness at every level with everyone from athletes to shift workers to what we call performance-optimizers. So we’re going to go after much bigger population sizes than just elite athletes.

I also think it speaks to the importance and impact of sleep. Sleep is a superpower, as Matt says. It affects your mental health, general health and physical health. There’s a ton of research around sleep and athletic performance, so the league, agents and players are becoming wise to the importance of quality sleep.

There’s research showing that sleep can improve sprint times (by 4.3%) and shooting accuracy by almost 10%. Andre Iguodala during his championship season (in 2014-15) had a huge improvement – decreased turnovers, improved shooting accuracy and points per minute – when he went from sleeping less than seven hours a night to over eight hours a night.  A product like Somnee is great, especially for athletes in leagues like the NBA and MLB who travel between time zones, which throws off your circadian rhythm. 

ATN: Looking ahead, what’s your vision for the future of Somnee? 

TR: Rolling out the best products that the sleep category has ever seen – and consumers in general have ever seen – that actually help them achieve their goal of getting better sleep. I’m really excited about where we’re headed as a company; this is going to be the first of many products that we have in our roadmap. It kind of reminds me of when we started at Fitbit. Then, sitting was the new smoking. Now, not sleeping is the new smoking.

The post CEO Corner: Somnee’s Tim Rosa on Sleep Science, NBA Launchpad appeared first on Athletech News.

Outside Interactive Inc., a provider of outdoor content, mapping, events and experiences, has acquired Inntopia, a software solutions provider for the adventure travel and hospitality industry. The deal combines Outside’s audience and digital utilities with Inntopia’s booking platform, offering an integrated travel planning experience for outdoor businesses and tourism operators.

The acquisition allows Outside to incorporate Inntopia’s booking, marketing and business intelligence solutions into its system, giving ski resorts, national parks, golf and wellness resorts, and tourism bureaus a streamlined approach to reaching adventure travelers. Inntopia’s platform is used by more than 200 destinations across North America, Europe and Australia and will now integrate with Outside’s existing audience and advertising network.

“By combining our content, utilities and community with Inntopia’s booking platform technology and research, we’re creating a one-stop shop for outdoor adventure travel,” said Robin Thurston, CEO of Outside. “We see this as an opportunity to reduce friction for travelers looking to book everything from lodging to activities in one place.”

Thurston emphasized the increasing consumer shift toward experiences over material purchases, noting that “we used to be very much a purchase economy, and now people are prioritizing experiences, particularly in wellness and adventure travel.” 

The integration of Inntopia’s capabilities aligns with this trend, supporting the rise of experiential tourism across various sectors, including fitness and wellness retreats. “Our booking platform is a perfect complement to Outside’s content, utilities and community,” said Trevor Crist, CEO of Inntopia. “We’re excited to work together to create the ultimate travel platform for outdoor adventurers.”

The platform may also enable potential collaboration with fitness studios, personal trainers and wellness coaches, expanding access to outdoor adventure experiences. 

“If I’m traveling somewhere for a retreat or an active vacation, why couldn’t I also book a fitness session with a local instructor or a guided outdoor workout?” Thurston said. “We’re looking at making these experiences more interconnected than people realize today.”

Inntopia’s technology simplifies the complex logistics of booking multi-component travel experiences. “Think about how difficult it is to book a full ski vacation — accommodations, lift tickets, rentals, lessons — it’s a lot. We streamline that,” Thurston explained. “And now, we can extend that concept to wellness retreats, adventure travel, and even personalized fitness experiences.”

The integration also allows for recommended curated travel experiences based on user behavior.

“I definitely think AI curation and personalization will play a significant role,” Thurston noted. “Another important factor is the addressable market — there are people who, like me, bring their bike or skis everywhere and are willing to deal with friction to have a great experience. But for many, that friction is a deterrent. As we reduce barriers and enhance personalization, we could open up a much larger market. More people might engage in these activities and even become lifelong participants if we create a seamless experience.”

The deal expands Outside’s event services and tourism partnerships while providing Inntopia’s clients with access to a broader audience. Financial terms of the acquisition were not disclosed. BrightTower, a New York-based investment banking firm, served as the exclusive financial advisor to Inntopia during the transaction.

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In a crowded fitness landscape, fitness studios are capitalizing on fun and community to drive business. Fly Dance Fitness has gained popularity for its dance-based approach to exercise. CEO Stacey Marks describes the philosophy as shifting from “getting through” a workout to actively looking forward to it.

“We believe dance-based exercise is a celebration of what our bodies can accomplish,” Marks told Athletech News. “That’s why we host epic fitness parties seven days a week and share snippets of our classes on social media. Millions of people worldwide have resonated with our videos because they see authenticity and envision themselves dancing alongside friends, reliving their clubbing days.”

The mental health benefits of dance are a key factor in the program’s success. “Our clients often call Fly Dance Fitness their ‘happy place,’” COO Kari Schroeter told ATN. “They tell us that our classes have improved their mental health as much as their physical fitness. The combination of an intense workout with a heavy focus on fun gives clients permission to get silly while also getting in a great sweat.”

Fly Dance Fitness was originally founded in Sarasota, Florida, and quickly became a popular fitness destination. Marks and Schroeter met at the studio in 2017 while balancing motherhood and their passion for fitness.

“I was introduced to Fly Dance Fitness through a mommy bootcamp,” said Schroeter. “I immediately fell in love with the energy of the classes and the supportive community.”

Both became instructors and grew increasingly involved in the brand. “We were both already instructors when the original owner approached us about purchasing the business,” Marks explained. “We took an educated leap of faith and bought Fly Dance Fitness together. Our strengths complement each other perfectly—Kari’s attention to detail and customer service, and my creativity and social media experience.”

The decision to franchise Fly Dance Fitness stemmed from increasing demand beyond its Sarasota location. “Our focus is on finding the right franchisees,” said Marks. “We’ve received over a thousand franchise applications in the first year alone, but we want to be intentional with growth. We’ve awarded nine franchise locations so far, in Florida, Colorado, Texas, South Carolina, Georgia, Tennessee, and Utah, and there are more on the way.”

Ensuring quality expansion is a priority. “We personally interview every franchise candidate to make sure they align with our values,” added Schroeter. “We’re not just growing for the sake of numbers—we want to build a brand that has a lasting impact on people’s lives.”

Fly Dance Fitness offers a mix of fun and fitness, with choreography designed to be accessible yet engaging. “We’ve developed a formula that keeps choreography easy enough to follow for beginners while remaining challenging for regulars,” said Marks. “For example, in Throw Down, we blend new routines with repeat routines so clients feel a sense of mastery while still learning fresh moves.”

The program includes multiple class formats: Throw Down, a dance fitness format, So Fly Step, with adjustable intensity, Sculpt Weight, a free weight class, and Sculpt Circuit, a mid of plyometrics, HIIT, and functional exercises.

Scientific studies support the benefits of dance for mental health. “Studies show that dance is the number one modality to combat depression,” said Marks. “That research has been a major inspiration for us. We see first-hand how our classes improve mental health and build a sense of community.”

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Pilates equipment leader Basi Systems has partnered with Middle East gym giant GymNation to make Pilates more accessible to the Middle Eastern market by adding Pilates equipment in GymNation facilities. 

The news follows GymNation’s announcement late last year that it would invest $1.5 million in Pilates studios at existing and future GymNation locations. As a low-cost gym leader in the region, GymNation reports its model has drawn an influx of female fitness consumers — many of whom may be interested in Pilates, if the U.S. trends are any indication. 

Basi Systems CEO Matthijs Wilhelmus stated that partnering with GymNation is a perfect fit for the equipment maker.

“GymNation’s commitment to excellence in fitness and member experience aligns perfectly with our mission to deliver the Perfect Pilates Experience through precision-engineered equipment,” said Wilhelmus, who was appointed as CEO in 2023. “We are excited to bring our shared vision to life and build the growth of the Pilates community in the region.”

As GymNation CEO and founder Loren Holland points out, far too many fitness consumers in the region are priced out of Reformer Pilates class offerings.

“At GymNation, we’re rewriting the rules once again—offering the very best Pilates equipment, led by highly trained instructors, with full access to all our state-of-the-art facilities included… all for a monthly price that typically covers just 2-3 classes at boutique studios,” Holland said.

Holland’s take was underscored in GymNation’s UAE & KSA Health & Fitness Report 2025, which revealed the data behind the rising interest in fitness in the UAE and Saudi Arabia. The report shows 92% of those surveyed expressed a desire to be healthier in 2025 but high costs and ‘gym intimidation’ are barriers. 

GymNation opened ten gyms in 2024, six of which are in Saudi Arabia, which Holland described as a highly business-friendly environment that has ongoing support from the Ministry of Investment.

The Middle East continues to be a region to watch in 2025. Human performance wearable company Whoop has set its sights on the Middle East, along with Anytime Fitness, boxing franchise UBX and Orangetheory Fitness.

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Therabody has unveiled “Therabody, for Her,” an initiative dedicated to women’s health across four critical life stages: mental wellbeing, menstruation, motherhood, and menopause—termed the “Four Ms.” The initiative aims to provide women with the tools and knowledge they need to navigate these different phases of life.

Historically, women have been underrepresented in scientific research. Before 1993, women were largely excluded from clinical studies, and even today, they account for less than 40% of study participants. To drive change, Therabody has launched an inaugural research grant program, awarding funding to scientists focused on conditions that disproportionately affect women. One such study, led by PhD candidate Bailey McLagan at the University of Southern California and now published in the Journal of Women’s Health, demonstrated that PowerDot, Therabody’s electrical stimulation device, reduced menstrual pain by 25%. Additional research at the University of Michigan is exploring how behavioral science and Theragun use impact physical activity and pain management in women over 65. Meanwhile, a study at Georgia State University is investigating how pneumatic compression from JetBoots can enhance recovery and performance in African American female runners.

“Science is the key driver of our women’s wellness education and will be used to identify and validate new product innovation opportunities,” said Dr. Rachelle Reed, PhD, Senior Manager of Scientific Research at Therabody. “While we’re collaborating with reputable research teams to uncover new findings that will inspire product innovations, we have defined how our existing products help some of the most common concerns women have today: period pain, sleep, stress, and physical soreness.”

In addition to its research initiatives, “Therabody, for Her” aims to destigmatize conversations surrounding women’s health. The company is launching a video content series featuring discussions with thought leaders in women’s wellness, as well as an expanded library of educational content available on the Therabody website and app.

Therabody has also introduced Wellness Salons, which are live events designed to foster open dialogue among medical professionals, researchers, celebrities, and industry experts. These roundtable discussions will address key health concerns and offer practical solutions rooted in science and innovation.

“At Therabody, our mission has always been to help people live better, healthier lives,” said Amanda Henry, Vice President of New Business and Women’s Wellness. “With ‘Therabody, for Her,’ we’re tackling critical issues in women’s health that have been overlooked for far too long. It’s time to bring these conversations into the open and provide real solutions that empower women through every stage of life.”

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As the wellness industry continues to expand, it is projected to reach $7 trillion by 2025. What trends are driving this growth? Athletech News spoke to Victoria Repa, CEO & Founder of BetterMe, about the biggest trends in fitness and wellness this year.

“Wellness is no longer a luxury—it’s a necessity,” Repa told Athletech News. “People are looking for integrated solutions that encompass fitness, nutrition, and mental well-being. Personalization is key, and we’re seeing platforms that offer tailored fitness programs, dietary plans, and mindfulness exercises. The future of wellness is about proactive health management rather than reactive healthcare.”

AI is transforming how people engage with fitness and health.

“AI has unlocked the potential for truly individualized wellness experiences,” Repa explained. “Algorithms can assess factors such as age, fitness level, and goals to create customized workout plans.”

She also noted that AI can personalize fitness plans, nutritional recommendations, and mental health support. AI-driven systems can analyze user data to evolve workouts and tailor nutritional programs. Virtual wellness coaches and chatbots are also expanding mental health resources for all. However, Repa acknowledges that AI-driven wellness also faces challenges.

“Data security and human oversight remain critical,” Repa said. “While AI enhances accessibility, professional expertise is still essential for more complex health concerns.”

Gen Z is also driving fitness and wellness trends. Prioritizing well-being that encompasses physical, mental, and emotional health, the generation is willing to openly discuss previously taboo topics.

“Gen Z is redefining what it means to be healthy,” Repa noted. “Unlike previous generations, they prioritize holistic well-being, including physical, mental, and emotional health. They openly discuss topics such as mental health, hormonal balance, and recovery.”

Wellness trends fueled by Gen Z include “Winter Arc,” “Sleepmaxxing,” and fitness subcultures that emphasize sustainability over aesthetics.

“Social media platforms like TikTok have played a huge role in spreading these trends,” Repa said. “According to McKinsey, 75% of Gen Z considers health and wellness a top priority. This shift is driving demand for inclusive and diverse fitness solutions.”

Repa also highlighted longevity and the increasing focus on functional training, mindful nutrition, and recovery. Functional fitness has gained attention for workouts, while nutrient-dense, plant-based diets with intermittent fasting have led the way for nutrition. Recovery is no longer an afterthought, with guided stretching and high-tech sleep aids gaining popularity for better rest.

Community engagement is also key to fostering engagement in the fitness and wellness space. Research has shown that working out with a partner or within a supportive group significantly improves adherence to wellness routines.

“Wellness isn’t just about individual goals—it’s about connection,” Repa emphasized. “Community-driven fitness programs enhance motivation, accountability, and long-term success. A fitness buddy can increase training consistency by as much as 95%. Digital platforms are making it easier than ever to find like-minded individuals who share similar health goals.”

As the wellness industry evolves in 2025, technology, community, and holistic health approaches will shape the future.

“AI-driven personalization, Gen Z’s influence, and a growing emphasis on longevity and recovery are driving the next wave of wellness,” said Repa. “The future of health is not just about individual transformation—it’s about creating a sustainable and inclusive wellness movement for everyone.”

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While the wellness industry is booming, projected to become a $9 trillion market by 2028, a large percentage of the global population is as stressed out and unhealthy as ever. 

Amid this wellness paradox, researchers, journalists and industry experts believe people are more eager than ever to unplug as they seek refuge from the mental health perils of modern tech.  

In its newly released Future of Wellness Trends 2025 report, Global Wellness Institute (GWI) researchers pointed to a recent Harris Poll finding that 77% of people aged 35 to 54 and 63% of those aged 18 to 34 said they wanted to return to a time before the internet and smartphones. 

Amid this backdrop, GWI research director Beth McGroarty predicts that this will be the year of the “great logging off,” or as she calls it, “analog wellness.” 

“The online world’s relentless manipulations, marketing, disinformation and division campaigns, causing general brain and culture rotting, have gone too far,” McGroarty wrote in the report. “‘Digital detox’ may be as old as the Internet, but 2025 will be the year more people get aggressive about logging off, and new tools and destinations will help them.”

Digital Detoxes Becomes Big Business

The concept of a digital detox isn’t new, but it’s starting to gain mainstream appeal. Entire brands are now being built around the concept of helping people un-plug.

The Offline Club hosts digital detox retreats in the Netherlands and France where people can enjoy phone-free getaways featuring nature walks, chef-prepared healthy meals and creative hobbies like reading, yoga and games. The brand also hosts experiences in London and Barcelona, and is said to be pursuing expansion into new markets. 

Othership, a popular social bathhouse experience with locations in Toronto and New York City, offers emotional wellness programming against a backdrop of hot and cold therapy using saunas and ice baths. While Othership doesn’t market itself as a digital-free concept per se, its classes are phone-free by nature, offering people a way to connect that isn’t rooted in technology.

Hobby clubs are also gaining traction as offline wellness hubs.  

Social Pottery, a pottery, painting and handbuilding club, now has five locations in the United Kingdom. Book clubs are also reinventing themselves as modern hangouts for Gen Z-ers and Millennials: Reading Rhythms, which calls itself a “reading party,” hosts large meet-ups in cool spots from New York City to California to Italy. 

“These new analog clubs and salons are rewriting nightlife, what self-care means and will increasingly give fitness studios and pricey social wellness clubs competition as grassroots third spaces,” McGroarty said this week during a GWI event.  

Saunas (Re)Emerge as In-Person Hubs

Sauna culture has been around for thousands of years, but the practice of getting a sweat on is becoming increasingly communal – and creative. 

According to Jane Kitchen of “Spa Business,” who contributed to the GWI report, 2025 will be marked by a continued evolution in the way we use saunas. 

“From urban saunas in New York City and Chicago, to rustic waterfront saunas in Oslo or Brighton, to saunas with immersive art installations in Tokyo, today’s saunas represent a reinvention of an age-old tradition – and an increasingly younger, hipper crowd is taking notice,” Kitchen wrote. 

There’s no shortage of innovation in the sauna industry.

Social bathhouse brands like Othership and Sauna House continue to expand in America and across the pond – WYLD Sauna in Liverpool brands itself as the U.K.’s first floating public sauna, offering communal sauna spaces for up to 30 people. 

For those seeking a more private, contrast therapy studios like SWTHZ are becoming popular. 

Kitchens also pointed to the rise of “sauna-tainment” around the globe. Two brands leading this charge include SALT, a sauna project in Oslo, Norway, that hosts events like concerts, drag shows and DJs, and Farris Bad in Norway, where you can listen to entire albums from bands like Pink Floyd and The Doors. 

Teens Seek Spaces to Unplug

Today’s teenagers might be more connected than ever, but they’re also starting to realize the importance of putting the phone down, at least for part of the day.  

“Teenagers today face mounting mental health challenges, shaped by societal crises, social media pressures and lifestyle changes,” wrote Kate O’Brien, a journalist and well-being author who contributed to the GWI report. “The wellness industry has a vital opportunity to support this generation and foster healthier, more balanced lives.”

Brands are starting to answer this call to action. CorePower Yoga, one of the world’s fitness brands by studio count, has sought to introduce teenagers to the physical and mental health-boosting benefits of yoga. CorePower has offered free summer passes for teens and recently partnered with Matthew and Camila Alves McConaughey’s just keep livin Foundation to make yoga more accessible to inner-city high school students.

U.K.-based Rewire, meanwhile, offers phone-free immersion retreats for teenage girls that include yoga, decision-making workshops and other forms of creative exploration. 

Family wellness is also starting to take off. The Place Retreats in Bali offers family-based off-the-grid health and wellness programming including sound healing sessions designed to help parents and their children un-plug so they can better connect with themselves and each other. 

“Beyond simply recommending less screen time, healthier eating, or more sleep, teens need tangible guidance and a sense of being heard,” O’Brien wrote. “Integrating neuroscience-based strategies – teaching young people to regulate dopamine, for instance – can help them navigate tech-driven environments.”

To view the Global Wellness Institute’s Future of Wellness Trends 2025 report in full, click here.

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Sydney Miller founded Housework to create a full-body challenge focused on cardio, functional strength, and dance. Unlike traditional Pilates, which focuses on slow, controlled movements, Housework integrates dynamic, choreographed sequences that flow seamlessly to music.

“I love how Pilates makes my body feel, but I never enjoyed the super slow pace of traditional classes,” said Miller. “It was important to me that everything moved to the beat of the music.”

The format combines sculpting exercises with high-energy movement, creating a workout focused on rhythm, coordination, and focus. Housework has also grown into a strong virtual community.

“Imagine meeting a group of people in a Zoom class and becoming so close that you decide to take a trip together,” Miller said. “That’s the kind of friendships that have formed.”

Miller’s path to launching Housework wasn’t a straight line. After graduating from Emory University’s Goizueta Business School, she moved to New York City to pursue a career in advertising.

“Sitting at a desk all day just didn’t feel right,” she recalled. “While hustling at my 9-5, I would start my day at SoulCycle and fell in love with how it made me feel. I wanted to give that feeling to other people.”

She auditioned to become a SoulCycle instructor and spent years at the brand developing a strong following. In 2017, she became certified in Pilates but wanted something more dynamic. When SoulCycle asked her to create a Pilates-inspired workout for their new concept, SoulAnnex, she saw an opportunity to blend Pilates principles with faster movement, music, and intensity.

“Housework isn’t just a workout for your body, it’s a workout for your brain as you have to flow through a series of movements strung together, almost like you’re learning a dance,” Miller said.

Inspired by her love of house music, Miller designed a format that brought together Pilates and rhythm-based movement. What started in a studio setting later transitioned into a virtual format, expanding its reach to a wider audience. The classes are both live-streamed and recorded for schedule flexibility.

“I’m a big believer in repetition, so I like to give clients enough time to ‘master’ the moves and feel confident, then introduce something exciting the next week,” she said. “It’s about more than just movement. It’s about music, energy, and a community that makes people feel connected and motivated.”

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The United States might have a laundry list of public health problems, but at least it’s spending big on wellness. 

The U.S. wellness economy is now worth $2 trillion, more than double the size of the next highest country, according to data released Tuesday by the Global Wellness Institute (GWI), a nonprofit organization.

The American wellness economy continues to grow at an impressive rate, up from $1.8 trillion in 2022. In 2023, the U.S. accounted for a staggering 32% of the entire $6.3 trillion global wellness economy, per GWI.

China had the second-largest wellness economy in the world in 2023, worth $870 billion, followed by Germany ($310 billion), Japan ($255 billion) and the United Kingdom ($230 billion).

The top 10 countries with the largest wellness markets accounted for 70% of the total global wellness economy while the top 25 countries accounted for 86%, showing that while wellness is indeed a global phenomenon, the sector tends to mirror worldwide economic inequalities. 

Almost all of the top 25 largest markets have surpassed their pre-pandemic wellness economy values, including the U.S., GWI found. The American wellness economy is 37% larger than it was before the pandemic, with wellness spending growing by 8.3% every year over the last five years, including 2020, surpassing the nation’s overall rate of economic growth. 

Americans now spend over $6,000 per year on wellness, with wellness spending accounting for 7.4% percent of the U.S. economy, according to GWI.

“The United States continues to lead the global wellness economy, not only by its size and per-capita spending, but also by its resilience and growth,” GWI senior research fellows Katherine Johnston and Ophelia Yeung said in a joint statement. “However, U.S. healthcare spending continues to skyrocket while health outcomes are still among the worst compared to other wealthy countries. So, it is fair to ask if this massive consumer wellness market can spend its way to broad-based health and wellbeing.”

The Global Wellness Institute also revealed data breaking down how Americans are spending their money when it comes to wellness. 

Physical Activity Tops the Big 3 Wellness Categories 

In what should come as welcome news for the fitness industry, physical activity was the largest category of the U.S. wellness economy in 2023, accounting for $377 billion, per GWI. 

Personal care/beauty ($364 billion) and healthy eating/nutrition/weight loss ($309 billion) were the second and third largest categories, respectively. 

While these three wellness categories are the largest, they aren’t the fastest growing. Physical activity spending increased at a 5.9% annual growth rate between 2019 and 2023, with personal care/beauty seeing 4.9% annual growth. Healthy eating/nutrition/weight loss saw a slightly more modest increase, growing at 7.9% per year over the same period. 

According to Johnston, the growth of these categories is highly dependent on general consumer spending and inflation patterns. 

“A lot of the growth that we see in these sectors is simply people paying more for the things that they’re buying, rather than an actual increase in (the quantities of goods) people are buying,” she said.

Wellness Real Estate, Tourism Are on the Rise

As for sectors that are growing fast, the wellness real estate market continues to boom in the U.S., worth $181 billion in 2023, good for a 17.6% annual growth rate since 2019.  Mental wellness is also a category to watch, now worth $108 billion, growing 13.9% per year between 2019 and 2023.

The U.S. market for public health/preventive medicine/personal medicine was worth $286 billion in 2023, a 16.3% annual growth rate since 2019. Traditional/complementary medicine has also seen a strong increase, reaching $98 billion in 2023, up 11.3% year-over-year since 2019 

Wellness tourism also continues to rebound well from the carnage of the pandemic. America’s wellness tourism industry was worth $301 billion in 2023, up 21% from its pre-pandemic value of $249 billion in 2019. 

The Workplace Wellness Conundrum 

Despite the apparent rise of corporate wellness platforms and programs, workplace wellness experienced the smallest growth of any category tracked by GWI. 

The workplace wellness market was worth $17.9 billion in 2023, just slightly up from its $17.3 billion valuation back in 2019. 

The slow growth of the workplace wellness category is likely due in part to the rise of alternative forms of working like gig work, informal work and temp work, Johnston noted, since workers in these categories generally don’t have access to benefits.

There’s also been a rise in more holistic approaches to workplace wellness, including job flexibility and paid leave programs, which can be hard to measure using traditional methods. 

“There’s a lot of growth in this sector,” Johnston said. “It’s just not growth that we can measure in dollar signs.”

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Long known for its immune-boosting properties, elderberry is now gaining attention for another potential health benefit: improving metabolic health and aiding weight management.

A new study led by Washington State University, published in the journal Nutrients, found that consuming 12 ounces of elderberry juice daily for one week resulted in significant changes to gut microbiota, enhanced glucose tolerance and increased fat oxidation in participants.

The clinical trial involved 18 overweight adults in a randomized, placebo-controlled design. Participants consumed either elderberry juice or a placebo with similar taste and appearance, developed by North Carolina State University’s Food Innovation Lab, while following a standardized diet.

The results revealed promising shifts in gut bacteria composition, including increased levels of beneficial microbes such as firmicutes and actinobacteria, and decreased levels of harmful bacteroidetes, suggesting improved gut health, which is essential for physical and mental well-being.

Beyond gut health, elderberry juice demonstrated notable metabolic benefits. Participants who consumed the juice experienced a 24% average reduction in blood glucose levels and a 9% decrease in insulin levels, indicating improved sugar processing. Additionally, the juice enhanced fat oxidation, helping the body break down fatty acids more effectively after carbohydrate-rich meals and during exercise.

“Elderberry is an underappreciated berry, commercially and nutritionally,” said Dr. Patrick Solverson, assistant professor in WSU’s Department of Nutrition and Exercise Physiology and the study’s lead author.

“This study contributes to a growing body of evidence that elderberry, traditionally known for its immune benefits, also offers significant metabolic advantages.”

The researchers attribute these effects to elderberry’s high concentration of anthocyanins, plant-based compounds with anti-inflammatory, anti-diabetic, and antimicrobial properties. Solverson noted that elderberry contains far more anthocyanins than most other berries, requiring just six ounces of juice to match the anthocyanin content of four cups of blackberries.

However, the study’s scope does come with limitations. The small sample size of 18 participants and the short duration of the trial—just one week—mean that further research is needed to confirm the findings and understand the long-term effects of elderberry juice consumption. Additionally, variations in individual gut microbiota responses suggest that elderberry’s benefits may not be uniform across all populations.

Despite these limitations, elderberry’s potential as a “functional food” continues to generate interest. Long popular in Europe and recently experiencing a surge in demand in the U.S. during the COVID-19 pandemic, elderberry products are positioned to remain a growing market. The research team has even filed for a provisional patent to explore elderberry’s bioactive components for use in weight management and gut health applications.

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Orangetheory Fitness is enhancing select studios with medical-grade air purifiers following a partnership with Molekule, an air purification technology company.

The announcement comes as Lauren Cody settles into her role this week as Orangetheory’s new brand president and the group fitness franchise embarks on a renewed brand strategy spanning marketing and digital experience as well as in-studio updates.

The move to incorporate the new devices may resonate well with Gen Z and millennials, who show strong interest in health-supporting environments as well as holistic wellness enthusiasts driving the global wellness real estate market in part for their appreciation (and expectation) of advanced air and water purification systems.

Orangetheory says it selected Molekule for its FDA-cleared and science-backed PECO-HEPA technology and will equip studios with Molekule Air Pro and Air Mini+ purifiers. 

“Choosing Molekule was a deliberate decision after careful consideration of the best solutions available,” said Rory Ellis, Orangetheory vice president of innovation and design. “By incorporating this advanced air purification technology, we’re reinforcing our commitment to providing the highest standards of wellness and safety in our studios, all while continuing to push the boundaries of health-focused innovation.”

While the Molekule Air Pro is suited to purify large areas up to 1,000+ square feet, the Air Mini+ is ideal for shared spaces and vestibules, such as a front desk area. 

“At Molekule, we’re dedicated to changing the world from the indoors out, and this collaboration with Orangetheory Fitness is a significant step in that journey,” said Molekule CEO Jason DiBona. “By bringing our PECO-HEPA technology into fitness studios, we’re enhancing the workout experience and contributing to the overall well-being of everyone who steps into these spaces. This partnership is a natural extension of our vision to improve indoor air quality wherever people live, work, and now, work out.”

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No Days Off Premium Water, a high-end canned water brand created by Legacy gym founder Manning Sumner, has received a strategic investment from 9.58 Ventures as No Days Off looks to expand its distribution across the Southeast and other key markets in the United States. 

Since launching in 2023, No Days Off has already become popular in its home state of Florida, signing a partnership as the official premium water brand of the Miami Heat and the NBA team’s arena, Kaseya Center. 

The brand sells water that’s purified through reverse osmosis and then re-fortified with a proprietary blend of essential minerals including calcium, magnesium and potassium. No Days Off water comes in 8.4-ounce and 16-ounce aluminum cans to avoid plastic waste, with still and lightly sparkling options available.

According to Sumner, No Days Off differentiates itself from competitors in the premium water space due to its high-quality filtration process and smooth taste.

“It’s almost impossible to get good water now because most of the premium brands are coming from mountains, lakes, rivers and wells, and our world is polluted, unfortunately,” Sumner told Athletech News, contrasting those sources of water with No Days Off’s use of reverse-osmosis purification. 

“We’re truly revolutionizing the premium water space with our process: it’s a seven-step, reverse-osmosis process that takes it down to the one micron, and then we hit it with tunnel pasteurization and ultraviolet light,” he added. “It took us about two years to develop our proprietary blend of essential minerals that go back in the water for function and taste.” 

No Days Off is currently available in retailers across Florida and nationwide through Amazon, Walmart.com and TikTok Shop. With the new investment, the brand plans to grow its distribution network, including launches in retailers across the Southeast and eventually, in Texas and California.  

9.58 Ventures, an early-stage investment fund founded by Fred Toney and Omar Sillah along with NBA coach David Vanterpool and NFL player Deion Jones, will support No Days Off with growth capital and intellectual resources to help the brand scale. The firm has made a handful of investments so far, including Skinny Dipped, a brand that sells low-sugar snacks including chocolate-covered nuts. 

Terms of 9.58’s strategic investment into No Days Off couldn’t be disclosed at this time, but the firm says capital won’t be an issue as the premium water brand looks to scale. 

Toney believes No Days Off has what it takes to conquer the premium water space, pointing to the quick success Sumner’s brand has had scaling throughout Florida.

“They’ve proven the brand, the product and the distribution in Florida,” Toney told Athletech News. “Now it’s just rolling the playbook out through other states.” 

The market for clean hydration is heating up, with brands like Key and Maurten recently reeling in million-dollar funding rounds as athletes and everyday fitness enthusiasts seek beverages that can fuel high performance. 

“We’ve invested in some very successful health and wellness companies,” Toney said. “The best thing you can do for your health is drink a lot of high-quality water; everybody in the country is dehydrated.”

Sumner, who also runs a successful, multi-location gym brand in Legacy (“No Days Off” has long served as the brand’s official motto), believes the timing is right for premium water to take off in America. 

“We’re hitting a perfect storm,” he said. “We’re selling sustainability, hydration and wellness, and we’re heading into a world that needs them.”

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Hilton and Calm have announced an exclusive partnership that integrates Calm’s mindfulness and sleep content into Hilton’s Connected Room Experience technology. Launching in March 2025, this collaboration provides Hilton guests with a selection of guided meditations, Sleep Stories, soundscapes, and mindfulness exercises from their in-room TV.

“At Hilton, we believe every stay should offer an opportunity to feel better—mind and body—while you’re with us and beyond,” said Amanda Al-Masri, vice president of wellness at Hilton. “Our partnership with Calm is an exciting step in redefining travel by providing guests with accessible tools to relax, reset, and feel invigorated throughout their stay. By weaving mindfulness into the stay experience, we’re empowering guests to recharge and make the most of why they came, so they leave feeling refreshed and ready for whatever comes next.”

Calm is a leading app for sleep, meditation, and relaxation, and uses science-backed content designed to reduce stress and improve sleep. The partnership follows Hilton’s recent launch of complimentary Peloton on-demand classes, from yoga, barre, cardio, strength, stretching and Pilates.

“Travel isn’t just about the destination—it’s about how you feel while you’re there,” said Fergal Walker, vice president of partnerships at Calm. “By integrating Calm into Hilton’s Connected Room Experience, we’re meeting travelers where they are with mindfulness and sleep content they’ll enjoy—whether dealing with jet lag, prepping for a big meeting, or unwinding on a family vacation. Together with Hilton, we’re making it easier for people to find moments of peace and restoration, even when they’re away from home.”

Hilton’s Connected Room technology is currently available in more than 2,400 hotels worldwide. The technology enables guests to personalize their stay experience, from adjusting room settings to streaming content.

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As the wearables space evolves, NextSense, a neurotechnology company, is integrating EEG technology into its latest device, Tone. The brand’s signature product are “brain-responsive” earbuds that use real-time neural dynamics to generate audio experiences that help with sleep improvement.

Athletech news spoke to Caitlin Shure, PhD, Head of Product at NextSense, about the company’s unique take on wearables, as well as her predictions on the future of the space.

Differentiation is Key

Dr. Shure’s path to NextSense ranged from academic pursuits to science journalism.

“My academic research, including a doctoral thesis on the cultural history of brainwaves, explored how emerging neurotechnologies and biowearables are shaping societal views on the self, and the evolving relationship between humans and machines,” Shure told ATN.

“I’ve always been fascinated by how technology transforms not just what we do, but how we understand ourselves. Originally trained as a science journalist, I love making esoteric research relevant to everyday life.”

With countless wearables available, from smart rings to fitness trackers, differentiation is key. According to Dr. Shure, NextSense’s approach goes beyond passive tracking.

“What sets us apart is that we don’t stop at tracking—we take the next step by actively intervening to improve sleep,” she said. “By analyzing brain data in real time, we can adapt nighttime audio to promote deeper, more restorative sleep.”

User Confidence

This closed-loop approach contrasts with traditional sleep trackers that rely on indirect markers like heart rate and movement. Tone’s EEG-based technology allows for a more precise understanding of sleep stages and real-time interventions, according to Shure.

“With EEG technology at its core, Tone goes beyond the limitations of traditional trackers that rely on indirect metrics like heart rate and movement, delivering a precise and nuanced understanding of sleep stages,” Shure added.

Shure also noted the importance of making a wearable easy to wear and use.

“Wearables can only make an impact if you actually want to wear them,” she stated. “So we combine closed-loop biosensing with a familiar, intuitive user experience—allowing you to listen to podcasts, stream music, or take calls seamlessly.”

With growing recognition of sleep’s impact on recovery and performance, fitness professionals are increasingly looking for ways to incorporate brain health into their training and wellness programs. Shure believes Tone could be a game-changer in this space.

“Because Tone offers a high degree of precision, it will allow professionals to understand their sleep—and its impact on performance—with a new degree of clarity,” she explained. “Traditional trackers rely on proxies like heart rate, but EEG gives a direct window into brain activity. This means fitness professionals and their clients can move beyond broad sleep trends to a more nuanced understanding of how sleep quality influences energy levels, cognitive function, and athletic performance.”

Trend Triad

According to Shure, the wearables space continues to evolve, with three major trends: a focus on comfort, the rise of Femtech, and the evolution from monitoring to intervention. First, the growing emphasis on comfort and discreteness has led to the increased popularity of devices like the Oura Ring.

“Sleek, stylish designs can appeal to a broader audience,” Shure stated. “Moving forward, wearables will continue to evolve in form and function to meet consumer demand.”

Women’s health technology is also gaining momentum, addressing needs from menstrual tracking to menopause management.

“Women are already leading the adoption of health wearables, with 25% using them compared to 18% of men, according to the Pew Institute,” Shure noted. “There’s a massive opportunity for more personalized solutions.”

Lastly, the shift from passive data collection to active intervention, according to Shure, will define the next wave of wearables. “By analyzing daily and aggregate patterns, these devices will move toward providing real-time, personalized guidance to manage stress, improve sleep, and optimize wellness,” said Shure. “Closed-loop technology is the future.”

“Technology transforms not just what we do, but how we understand ourselves,” Shure concluded. “The more we learn about the brain and body, the better equipped we are to design tools that help us live healthier, more fulfilling lives.”

The post How NextSense is Innovating Sleep & Brain Health appeared first on Athletech News.

Urban Poling Inc. has announced that its Urban and Activator® poles are now eligible for reimbursement through Health Spending Accounts (HSA) and Flexible Spending Accounts (FSA). This approval provides people with a new option to support their health and mobility goals using pre-tax dollars.

The Activator® Poles are designed to improve balance, mobility and joint health. They can be useful for those managing pain, recovering from injuries, or seeking low-impact exercise options. Their patented design helps distribute the force of walking more evenly across the body, reducing strain on lower-body joints.

“Walking with poles engages up to 90% of muscles by involving the arms, shoulders, back, and core—compared to 50% to 70% with regular walking,” said Andrea Christoforou, a physical therapist at the Harvard-affiliated Spaulding Outpatient Center Cambridge, in a Harvard Health article. “Using poles can also encourage longer strides and improve gait, which may help reduce the risk of falls.”

Research indicates that walking with poles can burn more calories than walking alone, with increases ranging from 20% to 46% depending on walking speed. A study conducted by the Canadian Heart Institute also found that pole walking can improve functional capacity more effectively than other moderate to vigorous exercises.

The poles are designed to promote core activation, improve posture, and provide stability. These features make them a practical tool for a wide range of users, including older adults or individuals with mobility challenges.

Personal trainers and group fitness instructors can incorporate Urban and Activator® Poles into their programming to offer clients a versatile and effective way to improve strength, endurance and balance. The poles are particularly useful in rehabilitation settings or for clients seeking low-impact exercise options. Trainers can use them for outdoor walking sessions, mobility drills and core-strengthening exercises, providing an accessible way to diversify workout routines while addressing individual fitness needs.

The HSA and FSA eligibility of the poles makes them more financially accessible for individuals looking to incorporate them into their exercise routines. The reimbursement option may also encourage more people to explore walking with poles as a way to support their health.

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