Fit tech leader EGYM is headed to the HFA Show in Las Vegas in a few days, on the heels of a stellar 2024 where the company raised $200 million in a Series G round and hitting a valuation of over $1 billion. Now, EGYM is ready to showcase its latest innovations and workout ecosystem at the fitness industry’s premiere trade show.

It begins with the EGYM Genius, an advanced AI ecosystem that integrates with more than 200 fitness brands, offering the ultimate solution for both operators and their members. EGYM Genius goes beyond tracking workouts, fine-tuning them for a hyper-personalized experience that allows members to hit their goals in record time.

As strength training continues to dominate the fitness industry, EGYM is answering the call—set to spotlight its M20 Smart Strength Squat, the latest addition to its Smart Strength series. The new machine combines digital resistance, guided movement, and automated adjustments for a safe, and fully personalized full-body experience that adapts to a user’s needs.

Rounding out the collection is the EGYM Squat Flexibility Test within the Fitness Hub, an impressive onboarding machine that conducts intuitive body analysis, flexibility tests and training progress visualization—a key feature that is appreciated by fitness consumers.

The Squat Flexibility Test provides EGYM operators and members with an even more advanced onboarding experience with breakthrough 3D analysis technology that assesses mobility, strength, and balance. It also generates a BioAge Flexibility Score that correlates mobility with biological age and provides an essential metric for tracking progress. The feature integrates with EGYM Genius, giving members precise, goal-oriented workout recommendations.

On the back-end club management side, EGYM will spotlight its new EGYM Business Suite 2.0, which simplifies operations with a centralized, data-driven platform that includes a single sign-on access to all EGYM products and services. The new system gives operators real-time insights into usage behavior, the ability to optimize their management tools, and enhance member retention through smart analytics and automation.

EGYM will be found at Booth #1203 at the HFA Show. Appointments can be booked here. 

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Funxtion, the digital fitness content platform, and EGYM, a fitness technology and corporate health innovation company, have announced an expansion of their strategic partnership. Together, the companies aim to bridge the gap between traditional gym experiences and digital offerings.

The heart of the partnership is the integration of Funxtion’s FX POD with EGYM’s ecosystem. In April 2023, the brands initially collaborated to embed Funxtions content into EGYM’s Trainer and Member apps. The companies have since collaborated with operators like Fitness First, World Gym, the Gym Group, and YMCA facilities.

“Our partnership with Funxtion aligns perfectly with our vision to make the gym experience more connected, efficient, and effective,” said Philipp Roesch-Schlanderer, CEO of EGYM. “Integrating Funxtion’s content with our Member and Trainer Apps not only unlocks new business opportunities for our enterprise customers but also elevates the end-user experience.”

Funxtion’s FX POD offers curated content that integrates with the broader gym environment, designed to improve individual and small-group training sessions. As part of the partnership, Funxtion will also develop an extensive library of digital fitness content, including single exercises and how-to videos covering equipment from leading manufacturers. Egym will also replace its exercise animations with Funxtion’s single exercise library.

“We are thrilled to take our partnership with EGYM to the next level,” said Ernst de Neef, CEO of Funxtion. “By integrating our FX POD with EGYM’s open ecosystem, we’re creating a fitness experience that is smarter, more personalized, and more engaging for users. At Funxtion, we believe in delivering innovative digital solutions that help operators boost member engagement and increase retention, and this collaboration allows us to do just that in an even more impactful way.”

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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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In-person fitness is back and better than ever following the pandemic, and gyms at all price points are reaping the benefits, from increased foot traffic to strong membership numbers. 

As gym brands look to maintain this momentum, they confront changing consumer preferences, the rise of new modalities and technological advancements. 

During ATN’s DISRUPT 2024 video series, four top executives – Aktiv Solutions’ Bryan Green, EGYM’s Dana Milkie, Midtown Athletic Club’s Loryn Huff and Workout Anytime’s Greg Maurer – sat down to discuss the future of brick-and-mortar fitness. 

In the panel, “Build a Better Gym: Blueprints for the Future of Fitness,” Green, Milkie, Huff and Maurer shared their views on topics including the rise of strength training, creating winning wellness and recovery rooms, and integrating tech inside the four walls.

Embracing the Rise of Strength Training

The rise of strength training is real, and there’s data to back it up. 

A couple of years ago, Midtown Athletic Club ran an experiment, placing sensors on the equipment at its Chicago-area gyms in order to track members’ workout habits for 30 days. 

“We really did see that need for more strength equipment,” said Huff, who serves as Midtown’s national program director. “Interestingly for us, our cable pulley systems were used the most in our strength spaces, so we increased our cable pulley access for members. We (also) increased, by a small quantity, our squat racks.”

Huff added that Midtown Athletic Club also decided to increase the amount of plate-loaded equipment at its gyms. By contrast, Midtown removed some of its cardio equipment, with one notable exception. 

“We did, however, increase our stair climbers,” Huff said. “Those are popular, especially for females.”

But females are also embracing strength training in greater numbers than ever before. In response, Midtown Athletic Club has added female-only strength training spaces in its gyms to remove some of the intimidation factor when it comes to lifting weights. 

“(It’s) a more moderate and less-intimidating free-weight space for our female members so they can feel more welcomed in that space, Huff explained. 

Green, the founder and CEO of Aktiv Solutions, noted that strength training is a big opportunity for gyms, but it also presents challenges. As strength training rises in popularity, Green believes gyms have to work harder to make members feel comfortable – and safe – while lifting weights. 

“Those are exciting problems to solve for, but those are the problems at hand right now,” Green said.

Aktiv has been “active” on that front, recently releasing the Smith 3D Trainer, a new take on the traditional smith machine that mimics the natural bar path of free weights while providing the safety and guidance of a smith machine. 

“We’re having great success in introducing the (Smith 3D Trainer) machine into the marketplace because it solves so many of the problems that people have always been concerned about – safety, self-spotting – but without the limitations of movement,” Green said. 

Wellness & Recovery Spaces Take Shape

Gyms are also becoming more than just places where people work out; they’re turning into hubs of self-improvement. With that, many brands are looking to add wellness and recovery modalities within the four walls. 

Workout Anytime, a nationwide chain of high-value, low-price (HVLP) gym franchises, is leading the charge on this front. 

Maurer, who serves as Workout Anytime’s vice president of education, shares that all of Workout Anytime’s newly built locations come equipped with premium wellness suites, offering modalities like red light therapy, infrared sauna, massage chairs and more. 

According to Maurer, gyms should place their wellness and recovery offerings in a closed-off room to create an atmosphere that’s conducive to relaxation. 

“That starts with walking through a door, because you can’t create that same experience out on the floor with people dropping weights,” he says.

Workout Anytime has been building its premium wellness suites for around a year and a half now, and is already seeing strong results.

“Our average dollar per member has (increased) $8 in the last four years,” Maurer said, noting that Workout Anytime’s wellness offerings are available as part of a premium membership plan. 

“When (members) look at the add-on to get access to that space, it’s pretty much a no-brainer when you put the right mix of premium wellness amenities in there,” he added. 

VR Fitness Coming Soon?

Any discussion on the future of fitness would be remiss without mentioning technology. Tech is slowly but surely making its way inside the four walls of gyms and clubs; industry leaders are excited but they’re also calling for a measured and strategic approach. 

Milkie, general manager for EGYM North America, believes tools like gamification and virtual reality will make their way inside gyms and clubs in the coming years, even if VR isn’t quite ready for showtime yet. 

“Gen Z is changing clubs, and we need to recognize that,” Milkie said, noting the young generation’s embrace of virtual reality. 

“If we recognize that the Gen Z population will drive what fitness looks like in the next five to ten years, and they’re very comfortable with VR technology, I think clubs are going to have to look at how they apply that,” Mikie added. 

Milkie believes VR is a “bit further behind AI” right now when it comes to adoption, but “within the next three to five years, I think you’ll see more (VR) as an application in fitness.”

Maurer believes treadmills can be the modality that brings VR fitness inside gyms. The Workout Anytime executive pointed to Xpriential, a brand that makes immersive VR treadmills. Maurer tried Xpriential at IHRSA 2024 earlier this year, and he became hooked. 

“I was walking in Central Park; it was amazing,” Maurer said, noting that he usually can’t stay on a treadmill for longer than three minutes due to boredom. “I was on this thing for 40 minutes. I was so blown away.”

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DXFactor and EGYM have announced a strategic partnership to implement customizable digital platforms designed to improve member experiences. This collaboration aims to enhance operational efficiency and drive business growth for fitness brands.

The partnership allows fitness operators to utilize more intuitive mobile applications, rapidly integrating personalized content that facilitates a seamless user experience. By combining their strengths, DXFactor hopes to provide tools that enhance engagement and retention.

Central to the partnership is an emphasis on personalization. With DXFactor’s generative AI capabilities, fitness apps will offer seamless class bookings, progress tracking, and integration with wearable devices. This helps fitness brands and industry professionals innovate in real-time, delivering tailored experiences to their clients and members.

John Ford, chief product officer at EGYM, stated that the collaboration enhances EGYM’s ability to deliver comprehensive solutions that drive member satisfaction. “Our focus on personalization drives member satisfaction and operational efficiency, providing fitness operators with the tools they need to succeed,” he said.

This partnership well positions both companies in integrating advanced AI insights and wearable technology into everyday fitness operations. By leveraging generative AI, DXFactor and EGYM aim to redefine member engagement, making interactions more personalized and effective.

This collaboration focuses on current capabilities that will help fitness brands meet the demands of an increasingly competitive market. As digital solutions become integral to the fitness experience, partnerships like this highlight the industry’s commitment to leveraging technology for improved member satisfaction and streamlined operations.

Earlier this year, DXFactor also partnered with ABC Fitness at IHRSA 2024, highlighting its expanding role in the fitness technology sector. This collaboration aimed to transform the digital experience for operators and their members by leveraging DXFactor’s expertise in data science, AI and generative AI. Just last month, EGYM announced its acquisition of $200 million in a Series G funding round led by L Catterton and Meritech Capital.

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As the “gym as a clinic” movement heats up, one of the fitness industry’s biggest brands is pushing into the rehabilitation and physical therapy spaces. 

TRX Training has added an online course and in-app content that showcase how the brand’s tools can be used by physical therapists, rehab specialists and patients to improve health outcomes. 

TRX’s Rehabilitation Essentials Online course offers programming that helps practitioners understand how they can use TRX tools, principles and protocols to elevate patient care in their practices. 

The fitness equipment giant is also adding Rehab to Resilience content to its app so patients can use TRX tools at home to speed up their recovery between in-person appointments. The Rehab to Resilience content features specialist-led programming designed to address common musculoskeletal conditions including tendonitis, lower back pain, tennis elbow, knee replacement recovery, discogenic pain and more. 

“We’re a company built on sharing information about how to lead a healthy lifestyle,” said TRX CEO Jack Daly. “Focusing on physical therapy, resilience, and overall health is really important to us. It’s part of who we are and what we do  – it’s why we started in the first place.”

Physical Therapists Embrace TRX

Chris Nentarz, wellness and rehabilitation director at the Healthcare Hub at D’Youville University, helped design the new TRX programming. 

“In this day and age with reimbursement rates going down, copays going up and the general population’s health in decline, we need more comprehensive solutions,” said Nentarz, who also serves as a TRX senior master instructor. “We need to leverage each other, and we need to leverage technology. That’s what we’ve done here at TRX.”

Nentarz noted that he’s already integrated TRX equipment into his own practice. 

“The Suspension Trainer is great because it doesn’t take up a big footprint, and every single patient on your schedule will be able to use it,” Nentarz said. 

Besides the brand’s iconic Suspension Trainer, TRX’s other equipment including the Bandit, YBell, Rip Trainer, Rocker, bands, mats and more are available to be used in rehab and physical therapy settings. 

Interested physical therapists and rehab practitioners can apply to become a TRX affiliate or reseller, the brand says. 

Fitness, Healthcare Grow Closer 

TRX’s move comes as brands increasingly embrace a future where healthcare and fitness become intertwined. 

Commonly referred to as the gym-as-a-clinic movement, this idea has seen fit tech brands like EGYM and Technogym release equipment that measures the “biological age” of users based on factors like flexibility, body composition metrics and fitness levels. 

Gyms and health clubs, meanwhile, have started offering their members access to personal training programs built around blood biomarker test results. 

Earlier this year, CrossFit launched a membership-based medical society designed to educate healthcare professionals on the effectiveness of the CrossFit workout regimen and create opportunities for affiliates to become “health homes” for members.

As Americans grow increasingly frustrated with the barriers to traditional healthcare, experts have told Athletech News they expect to see the gym-as-a-clinic movement continue to gain ground in the years ahead.

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EGYM, a global provider of fitness technology and corporate wellness solutions, has announced the acquisition of FitReserve, a U.S.-based studio and gym network. The acquisition supports EGYM’s expansion of its Wellpass corporate wellness offering in the U.S.

FitReserve, initially launched as a direct-to-consumer membership platform, shifted its focus to corporate wellness after being acquired by employee benefits provider Trustmark in 2022. Since then, FitReserve has expanded its network to nearly 2,000 studio and gym partners, offering 600,000 fitness classes across 60 major markets nationwide.

Following the acquisition, FitReserve will be integrated into EGYM Wellpass and will no longer be available directly to consumers, serving only corporate partners.

“We’ve been impressed by FitReserve’s rapid growth in the United States and its adoption by the most sought-after brands in fitness,” said EGYM CEO Philipp Roesch-Schlanderer.

“The $20 billion U.S. corporate wellness market has always been a strategic expansion opportunity for EGYM Wellpass. We are thrilled to accelerate our growth strategy by adding FitReserve and its premier studio and gym partner network.”

This acquisition follows EGYM’s recent moves to grow its corporate wellness platform, including the acquisition of U.K.-based Hussle in March 2024 and French provider Gymlib in March 2022. EGYM Wellpass now serves over 16,000 corporate clients and millions of employees, providing access to 20,000 fitness and wellness facilities across Germany, Austria, France, Belgium, the U.K. and the U.S. The platform also offers a wide range of online wellness activities, from fitness and yoga to mental health and nutrition programs.

Megan Smyth, founder of FitReserve and now director of partner sales, North America at EGYM, highlighted the benefits of the partnership.

“Our mission has always been to attract more customers and drive incremental revenue to our studio and gym partners,” Smyth said. “EGYM’s corporate network will enable us to execute that mission on a greater scale while helping employees lead healthier, more active lives.”

Nicolas Stadtelmeyer, managing director of EGYM Wellpass added that he looked “forward to bringing Wellpass to more employers and expanding FitReserve’s network across the U.S.”

With this acquisition, EGYM strengthens its position in the corporate wellness sector, extending its reach in both North America and Europe.

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Knowledge is power, but it can also spark increased revenue.

With 2025 just around the corner, EGYM is set to launch a brand-new digital education portal for health and fitness facilities using its ecosystem that will level up fitness trainers and staff on EGYM products, from new hires to existing staff.

Equipping operators and staff with access to product knowledge can be transformative when it comes to member satisfaction and a company’s bottom line, the Colorado-based EGYM says. 

Slated to go live at the beginning of next year, the EGYM Education Portal features short courses from introductory to expert level, covering topics such as EGYM’s ecosystem and third-party integrations, its various smart strength machine modes, creating new accounts for gym members using EGYM’s Trainer app, learning about the recently debuted AI-powered EGYM Genius platform, and EGYM’s new hip thrust machine, which is part of the Smart Strength lineup. 

For added flexibility, the portal is available 24/7 with online training courses so that staff can train at their own pace and time. 

“At EGYM, we have always recognized that continually providing education to our operators and their staff is a must in helping them succeed,” EGYM North America general manager Dana Milkie said. “The EGYM Education Portal is the next evolution of our commitment to delivering training that helps clubs differentiate their brand against competition.”

Tech as the Ultimate Engagement Tool

Last month, EGYM co-founder and CEO Philipp Roesch-Schlanderer discussed the fit tech company’s vision for strength training and member engagement on an episode of Athletech News’ Unscripted podcast. During the wide-ranging conversation, Roesch-Schlanderer touched on the importance of education and engaging staff.

“For us, the most important stakeholder in all things we do is the gym operator,” he said. “We really believe they are our number one customer. We need to make sure that they are just phenomenally successful…and part of this success formula is to really make sure that the staff is highly engaged. Because if you have a model that includes staff, you will not be successful if your staff is not really excited about what they do.”

Roesch-Schlanderer added that in markets where there is a significant emphasis on personal training (like the U.S. and U.K.), the customers who retain EGYM’s expertise are seeing higher personal training booking rates.

With EGYM automating the experience, operators and fitness consumers rely on data-driven information, freeing both from typical orientation sessions where trainers are angling to upsell services. It’s also highly advanced, with prospective clients quickly discovering muscle imbalances and other insightful information that informs the optimal training method for their unique needs and goals. 

“We really think through in every single detail, what does the analog process look like, and what could technology do to really satisfy the needs for all stakeholders across the board,” Roesch-Schlanderer said. 

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In the latest episode of Athletech News’ Unscripted podcast, EGYM co-founder and CEO Philipp Roesch-Schlanderer joins co-hosts Edward Hertzman and Eric Malzone to discuss the fitness tech giant’s impact in an ever-changing market. 

Roesch-Schlanderer, Hertzman and Malzone discuss EGYM’s investment in strength training at the right time and the value of customer loyalty. Enriching topics such as the origins of EGYM, now the creative use of smart tech, and why there are more health resources than ever, but no increase in worldwide health, are also covered in this compelling sit down. Watch this episode of “Unscripted” for unfiltered takes on the following:

• Capitalizing on the rise of strength training
• Fitness in healthcare
• The psychological side of member engagement and retention

Key Talking Points:

• (0:00 – 1:41) Introductions
• (1:41 – 7:27) EGYM’s conception and ambitions
• (7:27 – 10:24) Betting on strength training
• (10:24 – 14:34) Growing externally and internally
• (14:34 – 16:24) Finding new market opportunities
• (16:24 – 18:13) How customer loyalty combats a rapidly changing market
• (18:13 – 25:50) Growing potential for fitness’ role in preventative health care
• (25:50 – 29:43) Making a difference where healthcare does not
• (29:43 – 39:22) Bringing the hardest-to-get people into gyms
• (39:22 – 43:50) Leveraging in-person coaching with tech
• (43:50 – 44:55) Wrap-up

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A premium gym experience doesn’t always have to mean a hefty membership price.

EoS Fitness, a high-value, low-price (HVLP) gym boasting high-end equipment and rich amenities, has reinvested $4 million in its gyms to enhance the member experience with premium touches, and it plans to invest another $12 million throughout the year. 

The “Better Gym, Better Price” fitness chain, which launched in 2014, is also planning additional locations, partnerships and programs in the second quarter of 2024 following a successful start to the year. EoS Fitness currently has 125 locations open or in the works.

EoS aims to open over 250 gyms by 2030.

“A continued focus on growth and innovation in the first quarter led us to five new gym openings in four states and two new signature amenities with The Set and Assisted Stretch,” said Richard Idgar, chief operating officer of EoS Fitness and a new member of the Health & Fitness Association board of directors. 

In Q1 of 2024, EoS signed six new leases in Texas and Arizona and opened clubs in Florida, Utah, Arizona and Texas. Over the next two years, the HVLP fitness brand plans to open its first locations in Dallas, Celina and Hurst in the Lone Star State.

“We’re raising the bar for the fitness industry and empowering people of all fitness levels with affordable options,” Idgar added.

Not Your Typical Low-Price Gym

Last year, Eos partnered with Power Plate to add its whole-body vibration technology to its gyms.

New EoS gyms offer premium equipment such as EoS Smart Strength Equipment powered by EGYM, an interactive strength-training experience and an innovative recovery space dubbed “The Tank.” Those in the EoS Black membership level can indulge in top-of-the-line recovery products such as Hypervolt Percussion Massagers or Normatec Compression Boots from Hyperice.

The Evolt 360 body composition scanner is also available, which lets members track their body’s progress and calculate when they will hit certain goals.

EoS’ new assisted stretch program, also found in The Tank, has launched at select locations in Arizona and Utah, with plans to roll out nationwide.

Another new and unique offering that will surely be a hit with Gen Z is The Set, which provides EoS members with a dedicated space for content creation in an environment filled with custom art, fun backdrops, mood lighting and specialty playlists. The Set launched at select gyms in Arizona, Texas, Florida and Utah and will soon arrive at other EoS locations across the U.S. 

EoS clubs also offer turf functional training zones, cardio equipment, free weights, certified personal trainers and weekly group fitness and cycling classes. Outdoor workout areas, 20-minute full-body circuit areas, basketball courts, pools, hot tubs, saunas, cryolounges and cryotherapy are available at select locations.

Most EoS locations offer three membership tiers starting at $9.99 monthly, and rates vary by gym location.

“When we say we are the (high-value, low-price) gym, we are speaking to our culture of constant innovation and drive to bring our members the most value for the investment they are making in themselves when they come to EoS Fitness,” Idgar said.

The Great HVLP Amenity Race

As consumers continue to seek HVLP gyms because of their attractive price points, brands have quickly realized that revamping their equipment and recovery offerings is necessary to attract and retain members. Competing with EoS is Amped Fitness, a Florida-based fitness chain that also offers an amenity-rich experience at a moderate price point.

Blink Fitness, owned by Equinox, is investing millions in 30 of its most heavily trafficked gyms, adding new machines and recovery technology from Hyperice and WellnessSpaceBrands.

Correction: A previous version of this article used the term “Black Card” in reference to EoS Fitness’ premium membership option. “EoS Black” is the correct term.

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Tapping artificial intelligence (AI), EGYM is ready to change the way members work out at gyms worldwide. 

The fit tech company recently debuted EGYM Genius, an AI-powered software that develops accurate, adaptable, and personalized training plans leveraging user goals and billions of data points. With its ability to link strength equipment, free weights, cardio and more by different suppliers, the software connects entire gym floors. 

“We’re working on a base of over 7 billion data points we’ve collected over a decade,” said John Ford, EGYM Chief Product Officer. “Dynamic plans are only possible with a product like Genius, which takes into account everything we’ve tracked up until the moment that you press start.”

Training Plans That Actually Work for Busy People

The way EGYM Genius adapts to our ever-changing lives makes it a game-changer for anyone with a jam-packed agenda. While prescribed training plans have been around for years, none have existed with the flexibility EGYM Genius offers until now. 

“The thing that makes Genius unique is that it enables a different style of training guidance that works better for most exercisers,” Ford said. “There have been lots of pieces of software that provide training plans for users but the issue is that they’re fixed in nature. They’ll ask you to do ABC on Monday and then on Wednesday, you do XYZ. But in reality, most humans don’t adhere well to plans like this.” 

“What happens is you might miss your Monday workout, then what you should do Wednesday and Friday becomes a question,” Ford explained. “The way that people actually behave with exercise, training and physical activity is much more fluid and cannot be supported by a fixed plan. That’s where a dynamic training plan, like EGYM GENIUS, comes in.”

An Engagement & Retention Booster

These dynamic plans promise to do wonders for a gym’s engagement and retention efforts. The plans’  adaptability presents users with a clear objective any time they hop on a machine, no matter the circumstances they’re dealing with. In effect, users never experience any discouraging feelings from a wasted day or derailed week because with EGYM Genius the sequence of workouts adapts with them. 

“We see the behavioral side of the fitness problem to be much larger than the training optimization side because in the end beginners are the ones who need the most help,” noted Ford. “Most of the upside is on the behavioral side and that’s one of the main targets of Genius.”

Mental blockades such as these often halt members from reaching their fitness goals and staying engaged with their gyms, ultimately reducing retention.

Data Makes Genius Better Over Time 

EGYM Genius promises to only get stronger as its data points will grow with more and more individuals using EGYM. 

“We have our hardware products in thousands of gyms,” said Ford. “As people are using EGYM smart strength machines, we’re regularly measuring the maximum strength of those users. Same thing for our cardio integrations, they are gathering data with every workout.”

This mass of intel is especially crucial to making sure the AI integration is worthwhile for EGYM.

“It’s very difficult to use AI tools to optimize a training plan if you never have any visibility to outcomes,” said Ford. 

This data is instantly relayed to Genius, which can then adapt and adjust personalized workout plans, allowing members to track their progress, set targets, and receive feedback and recommendations for improvement. This extra level of motivation ensures that members keep coming back time and time again to push their limits and reach their goals. 

For Genius, EGYM is targeting a fall 2024 rollout.

The post EGYM Uses AI To Create Dynamic Workout Plans at Scale appeared first on Athletech News.

Blink Fitness is undergoing a renaissance. With a newly announced, multimillion-dollar investment in its most heavily trafficked gym locations and the launch of a certified personal trainer program, the NYC-based fitness franchise, founded by Equinox in 2011, is living up to its new mantra: ‘Blink Boldly.’

The new investment will see Blink upgrade 30 of its most-trafficked locations, equipping them with over 1,700 new pieces of cardio and strength training equipment, including hack squat machines, as well as recovery technology from Hyperice and WellnessSpace Brands, along with refreshed interiors. 

The rollout will begin in some of Blink’s New York and New Jersey locations.

Blink has also teamed with Focus Personal Training Institute (FPTI) to provide a certificated personal training program exclusive to the fitness brand and its staffers. The partnership sees Blink sponsor the training for new employees, creating opportunities for those eager to become certified personal trainers.

With over 600 trainers across its locations, Blink president Guy Harkless told Athletech News that it’s important for the fitness brand to have a partner that keeps up with the latest trends and state-of-the-art techniques.

“They’re highly accredited, and they’ve been a really strong partner,” Harkless said of FPTI, which is based in New York. “They’ve launched the careers of a number of individuals who are interested in getting into fitness in some way, shape or form. They’ve done a tremendous job in terms of bringing really strong trainers into our model, and our members have benefited from that.”

The new CPT program is another way that Blink is supporting its communities, as the fitness operator says more than half of its current employees were members first. 

Women & Under-30 Membership Growth

Harkless, who’s held leadership roles at Champs Sports, Eastbay, Foot Locker, Nike and Puma, was appointed president of Blink less than six months ago. Since then, the affordable fitness franchise has already experienced impressive numbers, including a 26% increase in new members under the age of 30 and a double-digit increase in join rates for women.

Blink’s achievements are likely due in part to Harkless’ proactive, hands-on approach. 

“I made it a mission when I first joined the business to get to each and every one of our locations within the first six months,” Harkless said, sharing that he’s about 98% of the way through his Blink gym tour that will see some stop at all 101 of the gym brand’s locations.

“What I’m really encouraged by is that the engagement of our members is at a very high level,” he said, adding that check-ins for this year continue to be elevated. “We’re essentially at the same level that we were during the pre-COVID period in terms of check-ins per location, and we continue to see growth year-over-year.”

While Blink’s business model is carefully crafted to deliver ‘fitness for all,’ it’s worth noting the double-digit increase in women joining Blink.

“We’ve been very intentional about focusing on things to cater to our female members,” Harkless said, pointing to Blink’s ‘Women in the Weight Room’ series, which launched a little over a year ago.

Blink also added a ‘Girls in the Weight Room’ event to the series, recently attracting over 500 attendees ages 14-17, with Blink donating more than 300 free year memberships to interested participants.

The fitness chain has also been intentional about providing a solid representation of both male and female trainers.

Leaning Into Recovery & Personalization

As for Blink’s partnerships testing FitBench and EGYM products in some locations, Harkless reports he’s been pleased with the early results. FitBench, in particular, has been rolled out to additional locations.

“Individualization is really important, particularly as you get into personal training,” Harkless said. “So that integration we’re doing with FitBench with our certified personal trainers offers a one-stop area that an individual can get into and have something catered specifically to them.”

Blink will also continue testing items in the recovery space this year, an area Harkless says is vital to the gym brand as members embrace post-training recovery. Hyperice massage guns will be tested in some locations as well as products from WellnessSpace Brands, the maker of HydroMassage.

Optimism Around GLP-1s

Although Blink doesn’t offer specialized programming for GLP-1 users like its parent brand Equinox, the fitness franchise does feature a 360-degree training program that includes weight loss, cardio, and strength and vascular training. 

Harkless noted that Blink has discovered some encouraging news in exploring the GLP-1 space and related weight-loss studies. 

“One of the things that we’ve found is that folks that are using some of the GLP-1 medications are actually more active in fitness, so we think that that’s really important for the industry,” he said. “For whatever reason, it’s led to much more engagement for people that do want to come in.”

The post Blink Fitness Invests Millions in Its Top Gyms Amid Membership Growth appeared first on Athletech News.

Mindbody and ClassPass released their annual Wellness Index, unveiling the ten healthiest cities in the United States.

The survey, which polls residents in the nation’s most populous cities, takes a close look at people’s overall wellness habits and daily routines. Factors considered include sleeping habits, stress levels, alcohol consumption, family ties, spiritual fulfillment and more.

Athletech News breaks down the Mindbody + ClassPass rankings and spotlights some of the fitness and wellness brands to watch in each city.

• 

  10. Detroit, Michigan

  In Detroit, 75% of residents avoid smoking. Additionally, 71% of residents boast strong family ties, and 64% report spiritual fulfillment. 

  Detroit has a thriving gym and boutique fitness scene, with one of the country’s biggest Crunch Fitness franchise owners to boutique yoga studios. 

• 

  9. Denver, Colorado

  An impressive 81% of Denver’s population engages in weekly exercise, supported by a sense of community. 

  The North American headquarters of global power EGYM are based in Denver. The fit tech company makes machines and software that power gyms and studios across the globe.

• 

  8. Chicago, Illinois

   In Chicago, 60% of its residents feel spiritually fulfilled and 68% regularly keep up with health checkups.

  Established player Life Fitness is headquartered in Rosemont, Illinois, outside of Chicago. Newer brands have emerged in the area too, like Ghost, a trend-first activewear and sports nutrition company. 

• 

  7. San Francisco-Oakland-San Jose, California

  85% of the tech hub’s residents exercise at least once a week, and nearly half enjoy a sober lifestyle. 

  Major tech-forward players like Tonal, Strava, WeightWatchers and Future are based in the Bay Area, pushing innovation in the fitness and wellness space. 

• 

  6. San Diego, California

  San Diego boasts an 86% weekly exercise engagement rate, with 65% of residents exercising three times a week or more. San Diego residents also focus on nutrition, with 44% consuming 5-9 servings of fruits and vegetables daily. 

  San Diego is becoming a prime area for new boutique fitness studios: Pvolve has targeted the city for new franchise locations. 

• 

  5. Washington, DC

   In the nation’s capital, 62% of people work out three times a week or more. 85% also abstain from smoking. 

  Fast-growing Pilates-inspired boutique fitness concept Solidcore was born in D.C. and has eight studios in the area.

• 

  4. New York, NY

  75% of New Yorkers are non-smokers, and 77% maintain close familial and friend relationships. 

  Many major fitness and wellness companies are based in the City, including established players like Peloton as well as new boutique fitness concepts like Tone House and Vaura Pilates. 

• 

  3. Dallas-Fort Worth, Texas

  Dallas-Fort Worth residents have a 77% non-smoking rate and 60% achieve 7-8 hours of sleep nightly. These Texans also have lower stress rates than residents of other major U.S. cities. 

  Lumin Fitness, an interactive boutique studio that uses cutting-edge technology like AI to track progress and motivate members, is based in Dallas.

• 

  2. Miami-Fort Lauderdale, Florida

  Known for its sunny disposition, Miami boasts 46% of residents who report low or no stress. Also, 68% of South Floridians hydrate properly daily. 

  The city is home to JetSet Pilates, a reformer Pilates concept that’s rapidly expanding across the country. It’s also home to the global headquarters of iconic dance fitness brand Zumba.

• 

  1. Los Angeles, California

  The healthiest city in America, Los Angeles has an 84% weekly exercise rate, aided by its weather and abundant outdoor activities. An impressive 81% of its residents are non-smokers, with 61% enjoying 7-8 hours of sleep. 

  Goop, often associated with the LA health scene, is headquartered in Santa Monica. Barry’s, one of the OGs of boutique fitness, opened its first studio in West Hollywood.

The post The 10 Healthiest Cities in the US Based on Overall Wellness appeared first on Athletech News.

Global fit tech company EGYM has made a deal to elevate the corporate wellness experience for employees across the U.K. 

EGYM has acquired Hussle, a leading corporate wellness platform in the U.K., and will integrate Hussle into EGYM Wellpass, its corporate fitness network.

With a single discounted pass, EGYM Wellpass will now provide employers with unlimited access to a network of up to 1,500-plus gyms, pools and spas in 96% of U.K. regions in England, Scotland, Wales and Northern Ireland.

Terms of the deal were not disclosed.

The acquisition news follows EGYM’s showcase at IHRSA 2024, which featured BioAge, a cutting-edge and measurable approach to fitness and health that assesses wellness across strength, cardio, flexibility and metabolism. 

Launched in 2011, Hussle has forged successful B2B partnerships with companies such as AXA Health, Bupa and IWG and has served almost one million U.K. residents. The company has seen impressive growth, with its corporate sales increasing over 250% last year.

EGYM co-founder and CEO Philipp Roesch-Schlanderer said that from initial conversations with Hussle CEO Jamie Ward and chief operating officer Neil Harmsworth, it was clear that the two wanted to genuinely enhance the industry.

“Their enduring entrepreneurial spirit, particularly evident during the pandemic, is commendable,” Roesch-Schlanderer said. “Their track record in establishing an outstanding employee wellness company is truly inspiring. The NHS’s prioritization of prevention over repair provides significant opportunities. We wholeheartedly share this belief and are excited to begin this journey together.”

Employers who sign up for EGYM Wellness or Hussle will provide their staff with immediate access to roughly 14,500 fitness facilities in Germany, Austria, the U.K., France and Belgium, as well as online courses. Employees pay a participation fee to access the program, but as EGYM and Hussle point out, usable tax benefits can reduce the cost. 

Corporate Wellness Grows Globally

Corporate wellness has been a hot topic globally, and in the U.K., it is projected to reach a market size of nearly £3 billion ($3.8 billion) over the next five years. 

Proponents of corporate wellness programs praise systems like EGYM Wellpass and Hussle for their ability to help firms drive employee engagement and attract and retain top-tier talent. Corporate wellness programs can reduce absenteeism and burnout while promoting overall health and well-being. For fitness brands, the platforms can help drive attendance and brand recognition.

“As I understood EGYM’s products better and listened to their vision, I realized I was looking at the future and wanted Hussle to be a part of it,” Ward said. “We started Hussle back in 2011 to make fitness easily available to everyone. Our vision has always relied on a super strong fitness industry, and the EGYM team shares that core belief. We’re delighted to help evolve EGYM’s vision into reality.”

EGYM Targets Europe

For EGYM, which raised $225 million last summer and is in full expansion mode, joining forces with Hussle marks the next evolution in the Munich-based company’s plans to expand Wellpass across Europe.

“Our mission is to foster health and well-being in every workplace,” said Nicolas Stadtelmeyer, Wellpass managing director. “With over 32 million employees and a €2.5 billion corporate wellness market, stepping into the U.K. market was a logical and strategic move. Following our entry into France, we now encompass the three largest European economies. The future holds great excitement for us.”

The post EGYM Acquires Hussle in Corporate Wellness Push appeared first on Athletech News.

When it comes to groundbreaking innovations, EGYM likes to go two at a time. The fast-growing fit tech company announced the upcoming launches of EGYM Genius, an AI-powered training software, and Hip Thrust, its newest smart strength training machine.

EGYM Genius is an artificial intelligence (AI) software that creates fully automated, personalized training plans tailored to clubs and their specific equipment. Genius connects entire gym floors, linking different machines made by different suppliers, even including free weights.

This tech connects all of EGYM’s components, such as EGYM Smart Strength (including its Fitness Hub and connected Smart cardio), training plans, workouts of all kinds (including classes and training outside the gym recorded with apps and wearables) as well as motivational and community tools such as Gameday and EGYM’s Branded Member App.

Trainers and club members will get insights from seven billion EGYM data points (and growing) while using the software, including data from training sessions carried out on EGYM and partner devices. The data points help Genius generate precise recommendations for individualized training plans for users.

EGYM’s AI Push

EGYM, which raised $225 million in 2023, continues to invest in AI. With Genius, the brand is making good on its intentions to utilize tech to create a connected gym.

“We want to make the whole gym ‘smart’,” EGYM North America general manager Dana Milkie previously told Athletech News. ”By understanding members’ preferences, their goals and experience levels , and combining it with the data we are able to track on our platform, we can deliver a workout tailored to the member and the operator’s facility.”

Bringing Tech to Glute Training

As glute training increases in popularity along with strength training as a whole, EGYM is capitalizing with the Hip Thrust, which the fit tech brand says is the world’s first fully electronic hip thrust device, using smart weight rather than physical weight or resistance bands. The equipment strengthens lower body muscle groups with a focus on the glutes and hamstrings.

The product marks the 19th piece of strength equipment from EGYM, broadening its portfolio of machines and addressing consumer demand. The Hip Thrust offers a space-saving design along with a user-friendly interface that can be used both independently and in an area concept, EGYM assures.

Hip Thrust will work within EGYM’s ecosystem of smart equipment, and will also be backed by Genius. The Hip Thrust is projected to be available sometime this fall, with Genius available in October.

The post EGYM Launches AI Training Plans, Hip Thrust Machine appeared first on Athletech News.

ATN breaks down some of the best innovations from leading fitness brands across strength training, cardio and fit tech at IHRSA 2024

Leading fitness equipment and technology brands brought their best to IHRSA 2024, the annual convention and trade show put on by IHRSA, now known as the Health & Fitness Association.

Athletech News breaks down some of the key products that made waves on the show room floor from brands including Aktiv Solutions, EGYM, Freemotion Fitness, Life Fitness, Matrix, Precor and Technogym.

Energizing their respective spaces and showing what’s next in fitness evolution, these seven brands showcased their top-tier releases across strength training, cardio and fit tech, all designed to engage consumers while assisting club operators. 

Aktiv Innovates on Traditional Strength Training

The rise of strength training is likely the fitness biggest trend of 2024, with consumers of all ages and fitness levels finding time to weight train, taking to the benefits of increased muscle mass, joint protection, fat loss and lowered resting heart rate.

Aktiv Solutions, a commercial gym design and supply company, used IHRSA 2024 to unveil its latest innovation: the Gym Rax Smith 3D Trainer (3SD). The next-gen smith machine features a free bar path, mimicking barbells while offering the benefits of the traditional smith machine, including the lack of need for supervision.

Aktiv created the S3D to onboard those new to strength training while also catering to expert lifters.

“The S3D presents an opportunity for operators to appeal to their broader constituencies without alienating more advanced lifters,” explained Bryan Green, founder and CEO of Aktiv Solutions, adding that users “can get that last rep without fear that they’ll injure themselves without a spotter.”

The S3D touts a patent-pending movement carriage that synchronizes its safety catches and serves as a built-in spotter — perfect for newer users, Gen Z and active-aging populations. 

The safety feature makes S3D a particularly beneficial addition to unsupervised fitness facilities like hotels or university gyms.

Precor Embraces the Glute Trend

Precor is also heavily invested in strength, partnering with Glutebuilder to breathe new life into glute training, which has become highly popular on social media platforms like TikTok. Besides looking good, training the glutes has numerous benefits including hip stabilization and pain prevention in the back and neck. 

The partnership will see an all-new line of six patent-pending glute training products that combine the motion design of Glutebuilder’s founder and CEO, Arturo García López, with Precor’s engineering and manufacturing expertise.

“We recognize the surging popularity of glute training worldwide, and the innovations within the new Precor Glutebuilder Line offer novel ways to engage and attract new fitness enthusiasts,” said Precor’s CEO Dustin Grosz. “We are delighted to partner with this esteemed brand and leverage Arturo’s groundbreaking developments.”

Those who missed IHRSA 2024 will be able to preview the Precor Glutebuilder Line at FIBO in April in Cologne, Germany.

Technogym Launches AI-Powered Health & Longevity Tracking

It was impossible to ignore Technogym at IHRSA 2024, with its massive presence on the tradeshow floor and outfitted in its signature black and yellow branding.

Already a force to be reckoned with, Technogym took its ecosystem a step further with the debut of Technogym Check Up. Harnessing AI to assess physical and cognitive conditions, Technogym Check Up has the power to prescribe the ideal fitness program that adapts over time based on the individual user.

Nerio Alessandri, Technogym founder and CEO, says the latest innovation represents the access point to the entire Technogym ecosystem, offering a “fully personalized program for every single individual that evolves over time thanks to AI.”

Leaning into longevity, Technogym’s latest offering goes beyond cognitive function, body composition, strength performance, balance and mobility. It uses the data to calculate a “Wellness Age,” a nod to the brand’s ‘Technogym as Medicine’ philosophy.

The new tool puts longevity-seeking consumers in the driver’s seat of their health. At the same time, Technogym’s ecosystem and data-forward approach can also unlock invaluable data for fitness operators.

EGYM Empowers Users To Move Beyond the Scale

EGYM, a leading fitness tech provider, put its new BioAge feature front and center at IHRSA 2024, a measurable approach to fitness that calculates a user’s wellness across four pillars: strength, cardio, flexibility and metabolism.

It may be time to toss the scale since BioAge takes things beyond simple bodyweight measurements. Giving users a solution-based path, BioAge focuses on four different areas of need, tracking progress and providing users with valuable visual feedback along the way. 

The result? A comprehensive approach to health and fitness that keeps users engaged and motivated — especially when they quickly start seeing results. 

“Unfortunately in our industry, usually it’s all about what a member sees on the scale,” Dana Milkie, EGYM general manager for North America, told ATN. “It can be a little demotivating, particularly in the first three or four weeks when you’re starting to exercise trying to change your body and you don’t see anything on the scale. From a BioAge perspective, you begin to see changes very quickly as whatever biological age you started at begins to go down.”

BioAge is visible on EGYM’s Fitness Hub, trainer app and branded member app, making it accessible anywhere for individuals who work out at various facility types. The innovation also serves as a powerful tool for operators and fitness trainers, allowing them to share tangible results with clients, deepening motivation with proof.

Matrix Brings Luxury to Cardio

Matrix Fitness, a commercial fitness leader under Johnson Health Tech, has elevated cardio with a luxurious look and feel with the launch of its Onyx Collection, a line of five ultra-premium cardio machines, including a treadmill, Ascent Trainer, ClimbMill, upright cycle and recumbent cycle. 

“Every touch point and every element of the Onyx Collection was designed to be exceptional, immersive, and unlike anything else in our portfolio,” said Andrew Kolman, vice president of global product development. “At Matrix, meaningful innovation is at the heart of everything we do. Our partners can expect to see this guiding principle artfully expressed in every design detail.”

With its impressive 32″ touchscreen console and interactive touch controls, users can sprint, interval train, complete fitness tests or run on rolling hills. 

Kolman explained that feedback from industry partners fueled the creation of Onyx’s luxe design, with its oversized screen allowing operators to brand the experience and advertise their own messaging. 

The Onyx Collection is headed to FIBO next month in Germany, which will take place from April 11 to 14.

Life Fitness Gives Operators the Keys

Life Fitness used IHRSA to remind the fitness industry that cardio is still king and that the key to a successful product is deepening user engagement while offering new revenue channels for club operators. 

Symbio, an ultra-premium cardio line features a Runner (treadmill), Incline Elliptical, SwitchCycle and Recumbent Cycle — all of which enable club operators to easily upload on-demand workouts featuring their in-house instructors.

Gym goers want an engaging cardio experience, which Symbio can deliver, as operators can add new member onboarding videos or promote additional services.

“(It) gives you the ability as a trainer, instructor, facility owner, operator — to completely customize the experience,” said Life Fitness global training and education manager Leigh Wierichs. “The content doesn’t have to be a class — although it could be an actual on-demand class or something nutrition-related. It could be something explaining the different capabilities of the treadmill; it could be something talking about how to prepare for a 5K. It can be anything that you think would resonate.”

Content abilities aside, Life Fitness’ new Runner offers a standout feature, adaptive flex deck technology so that users can select their preferred level of firmness – either 40% softer or firmer.

For Freemotion, Content Is King

Freemotion Fitness, along with parent company iFIT, put a spotlight on its new 22 Series cardio line at IHRSA 2024, boasting iFIT’s robust content library of nearly 17,000 coach-led workouts, including Olympic Gold Medalist Michael Phelps and ultrarunner Tommy Rivers Puzey. 

The 22 Series cardio line offers a six-piece collection that spans an incline trainer, a Reflex treadmill with an impact-reducing deck, an elliptical and three bikes, all with 22-inch HD touchscreens that display content and automatically adjust speed, incline, resistance and fan speed based on the on-screen workout.

With an emphasis on delivering top-notch video content that is immersive and exciting, iFIT films its footage on all seven continents, including adventurous locations such as Mount Everest. It’s a creative decision that Adam Guier, vice president of North America sales at Freemotion, says has a tremendous impact on member engagement.

“We hear members say, “I went on a vacation to such and such place because I had exercised in that same location from virtually,'” Guier said. “We also hear members who say, “I went on vacation, came back, and did the same run on the console that I had done on vacation.”

Beyond the gym, members can use the iFIT app at home or on vacation, using equipment from NordicTrack or ProForm, other iFIT brands.

The post These Fitness Products Made Waves at IHRSA 2024 appeared first on Athletech News.

EGYM and fitness coaching and club management technology provider Virtuagym have joined forces to benefit both gym operators and their customers by integrating Virtuagym’s member management software into EGYM’s ecosystem.

As a result of the partnership, gym operators can now unlock additional revenue by including access to EGYM machines as part of their membership add-ons.

Hugo Braam, CEO and co-founder of Virtuagym, told Athletech News that the integration had been a highly requested feature from both Virtuagym and EGYM customers.

“Our respective product teams have worked really hard together to create this solution, including extensive testing with different types of fitness clubs,” Braam said. “The partnership has been a long time in the making and I believe it is an important milestone for Virtuagym.” 

The move follows Virtuagym’s continued development of new products, such as its first AI-driven connected strength product, Virtuagym AI Coach.

“At Virtuagym, we are always looking to keep on innovating and improving our All-in-One solution, as well as listening to invaluable feedback from our global customers,” Braam added. “This partnership and integration with EGYM is a really good example of both.”

The collaboration also sees add-ons assigned or adjusted in Virtuagym’s member management software — such as access to machines or EGYM+ training — automatically applied to EGYM platform member profiles. 

“Our partnership with Virtuagym aligns with our ‘best of breed’ approach, which enables operators to choose the best providers in the market for their specific needs,” said EGYM co-founder and CEO Philipp Roesch-Schlanderer. “For instance, EGYM’s hard- and software for the training floor, and Virtuagym’s membership management software.”

As it continues to expand globally and fresh off a $225 million funding round, EGYM recently onboarded industry veterans Chris Clawson, former CEO of Life Fitness, and Rob Barker, former CEO of Precor. The Munich-based fit tech company also recently expanded its cardio-based partnership with Life Fitness for an upcoming Smart Cardio project integrating EGYM’s software with Life Fitness machines where users can access workout insights.

As for what’s ahead for Virtuagym, Braam confirmed that the club management tech provider has started rolling out major upgrades to its management, scheduling and payment solutions and will launch new digital training and performance measurement solutions with partners. 

“More will soon be announced,” he assured. 

The post EGYM, Virtuagym Launch Member Management Integration appeared first on Athletech News.

By ensuring a fitness facility or gym has the latest equipment and diverse options, gyms can be competitive and attract and retain members, especially those without access to cutting-edge hardware at home.

Athletech News spoke with four leading fitness equipment companies, Life Fitness, iFIT/Freemotion, EGYM and Concept2, to learn about their products and predictions for how gyms and fitness facilities will evolve in the coming years.

Based on our conversations with these four top brands, fitness operators wanting to have an edge over the competition must offer top-tier strength training and user-personalized connected equipment, bridge the gap between in-gym and home-based workouts and build a robust community.

Life Fitness Embraces Functional Training, Cardio Content

Founded in 1977, Life Fitness has long been a staple in the industry, offering strength, cardio and accessories under its signature Life Fitness brand as well as Hammer Strength.

The fitness equipment maker recently launched LFX, a functional training experience combining equipment with programming, education and digital experiences to give gyms an all-in-one solution. Such systems are a necessity, as Life Fitness notes workouts like Olympic weightlifting, kettlebells and calisthenics are increasing in popularity with gym goers.

“LFX was born as a way to help facilities create these spaces, and then actually program the spaces to bring them to life for their members,” says Leigh Wierichs, global training and education manager at Life Fitness.

With LFX, gyms can select from seven pre-designed equipment packages, all containing a combination of Life Fitness and Hammer Strength functional training equipment. 

“Our customers wanted to optimize the functional training experience for their exercisers, and we wanted to empower them with easy-to-implement solutions,” she said.

Life Fitness also unveiled the Discover SE4 cardio console, allowing facilities to boost member engagement with immersive entertainment, connectivity, workout content and branding.

“SE4 was inspired by research with exercisers and customers with the goal of creating truly immersive experiences to drive member engagement,” said Nick Yogerst, Life Fitness product director, consoles. “We wanted to bring the technologies that consumers expect and utilize in their daily lives into the fitness facility.”

The SE4 is available across the line of Life Fitness Integrity+ and Aspire cardio machines. 

For Concept2, Quality Is Paramount

Peter Dreissigacker, who founded Concept2 in 1976 alongside his brother Dick, has been fully immersed in sport and fitness, launching Concept2 out of his love of rowing. The Vermont-based company went on to create the RowErg, an indoor rower, the SkiErg, a cross-country ski trainer and the BikeErg, a sport-based ergometer. 

Dreissigacker says the ideal “gym of the future” includes three simple things: strength, cardio and Wi-Fi. 

“There will always be weights, perhaps along with some other kind of strength apparatus,” Dreissigacker said. “There will always be cardio to get people moving and (if they don’t already have it) the ‘gym of the future’ will have Wi-Fi to let people connect to their chosen ‘tribe’ and personal devices will be used in the gym to connect to a favorite app for training advice, recording their workouts in a log, entertainment and connecting to other users.”

As for what gives Concept2 the edge over other fitness equipment providers, Dreissigacker emphasizes the brand’s sport-based conception. 

“We came to this industry from the sport (rowing) and were focusing on the requirements of the sport and not the fitness industry,” he said. “One of the things of top importance to us was that every RowErg out there would give identical results all the time, which sounds simple, but there is a lot involved to ensure that happens. We have heard many times the RowErg referred to as ‘The Gold Standard.’”

Concept2 has come a significant way from producing a paper-based ranking system of times for specific events on the RowErg, notes Dreissigacker.

“As the world moved to the web, more opportunities became available for making connections and driving the ‘Concept2 Culture,’” he said. “Now, there is racing over the internet, online ranking data and training with partners and even strangers around the world in real-time, all part of our free app.”

Just as sports and fitness can drive fellowship, Dreissigacker believes fitness consumers are looking for equipment that can stand the test of time while providing a sense of community.

“There is certainly a portion of fitness consumers who want to be connected to others and I think consumers want to have that ability,” he said. “Some things don’t change. People want something that feels good to use, and they want something that has the quality to last.”

iFIT, Freemotion Go All-In on Connected Fitness

Freemotion, the commercial equipment branch of Utah-based iFIT, is reinvigorating the cardio experience at gyms with its 22 Series, a perfect blend of content and hardware that meets the needs of modern fitness operators. 

The 22 Series features six connected cardio machines: an incline trainer, Reflex treadmill, elliptical and three bikes, all equipped with HD touchscreen displays and access to iFIT workout content.

“The conversation (with fitness operators) has shifted from, ‘I need to replace my treadmills’ to ‘I need a digital solution,’” explains Peggy Vo, director of global marketing for Freemotion.

The 22 Series allows members to access iFIT’s vast library of coach-led workouts and takes it a step further with auto-adjusting technology, where speed and incline change depending on what’s happening on-screen. Users also can intervene to adjust the hardware manually.

“We like to call it ‘auto-magic,’” Vo says. “If you’re doing a climbing workout the incline is automatically going to climb as the terrain is climbing. As an exerciser, you don’t have to think about anything.”

Member retention has always been the biggest hurdle facing fitness operators, notes Vo, but with Freemotion and iFIT, members using in-gym Freemotion equipment can continue outside of the gym with the iFIT app. 

“This is a perfect solution to keep up with your members who want to work out outside of the gym,” Vo said. “Members can do a workout series on Freemotion equipment (in-facility), but if they can’t come in next week for whatever reason, say they’re traveling, they can go to any hotel gym and run the iFIT program on another treadmill.”

Freemotion offers gyms the option of purchasing membership-wide access to an iFIT subscription, boosting the member experience.

As Vo points out, it’s imperative that fitness operators embrace that some fitness consumers have adopted a hybrid approach.  

“We tell our customers, ‘You need to have a digital solution because you’re going to lose your members if not,’” she said. “You want them to use your digital solution and not someone else’s.”

EGYM Is the Leader in Smart Fitness

EGYM, a Munich-based global fitness technology company catering to commercial and boutique segments, has had a stellar 2023, receiving $225 million in growth capital and nailing its first profitable year.

Fifteen thousand facilities worldwide use EGYM’s products and services, such as its Fitness Hub, personalized Smart Strength trainers, Smart Cardio and digital fitness solution Mobile Packs.

Since the fit tech company has made exercising smart and efficient for operators, EGYM’s chief product officer, John Ford, envisions the “gym of the future” touting interconnected and interactive cardio and strength machines.

“Analog tools will (still) be popular, but the experience on these analog tools will also be digitally supported for users who desire the support,” he says.

Although EGYM released an eye-opening survey this fall revealing that many gyms haven’t fully adopted digital technology, Ford predicts fitness operators will strive to make seismic shifts in 2024.

“We have seen a big change in awareness and interest in EGYM products in newer markets this past year, across all gym types and segments,” he shared.

Of all of EGYM’s offerings, Ford points to the fit tech brand’s classic line in Circle Mode (a synchronized mode for guided and time-efficient workouts) as having stood the test of time. 

“Circuits have always been an effective and efficient way to get beginners training with less intimidation,” Ford said. “EGYM first enhanced this model with digital guidance and motivation over ten years ago, and to this day, 50% of our machines are installed in this mode to engage and guide new exercisers to success.”

He says EGYM’s key differentiator is its focus on digital equipment, ready to provide an entire ecosystem for operators who desire an entirely tech-first concept.

“There are competitors in the space that offer everything you might find in a gym,” Ford said. “They might have hundreds of analog products and a subset of true tech products. We believe it’s a lot easier to focus on great tech-driven experiences because 100% of our products are technology products.”

Ford also points to the increased recognition of strength training benefits and how that is changing fitness operators’ needs.

“Cardio floors are shrinking everywhere, and strength trainers are now a solid majority in gyms,” he said. “Groups that traditionally strength trained less, such as women, are breaking the old norms and becoming lifters. It’s great to see the modality getting the appreciation it deserves.”

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As a leading technology provider, EGYM solves one of the fitness industry’s longest-running challenges — demonstrating to members that they’re making progress in the gym regardless of their weight on the scale.

EGYM’s BioAge offers a holistic, measurable approach to fitness and wellness. Different from a person’s chronological age, BioAge indicates a member’s level of wellness across four pillars: strength, cardio, flexibility, and metabolism. 

A user can alter their BioAge in each category with their health-related choices. The solution helps users focus on specific areas of improvement and catalogs progress over time, giving users visual feedback and something to strive for. 

A Comprehensive View of Wellness

By presenting users with four different areas of health to improve upon, BioAge essentially gives its users four targets to shoot at rather than one. 

“Let’s say my strength goal was to bench press 250 pounds. Once I hit that goal, then what? My motivation starts to wane because I’ve reached the goal that I set,” explained Dana Milkie, EGYM’s General Manager for North America. “But if I have goals across three other measurements, then I constantly have something to work on. Maybe I change my goal to better cardio health or I include more flexibility improvement in my workouts.”

More goals and better, simpler tracking leads to more engagement, and of course, a healthier lifestyle in the long run. Without BioAge, gym-goers often concentrate on one fitness element and forget the others, skewing their view on wellness and restricting their potential. 

“If you’re only looking at your weight, that’s telling you a very small percentage of your overall health,” Milkie said. “For instance, I can be ‘skinny’ if I only look at my weight. But if I’m looking at strength, cardio, flexibility, and my metabolic composition, now I have a full picture. BioAge gives you that and helps drive the motivation to continue your fitness journey.”

Members See Results Fast

BioAge presents findings almost immediately to its users, which also plays a large role in keeping them engaged. 

With hundreds of millions of data points, and growing, in its system, EGYM is able to make precise calculations in determining one’s BioAge. This detailed view allows BioAge to detect progress faster than a scale and then relay it back to users. Doing so gives users some satisfaction and consequential motivation in the early stages of their fitness journey, which is oftentimes when it’s needed most. 

“Unfortunately in our industry, usually it’s all about what a member sees on the scale,” Milkie said. “It can be a little demotivating, particularly in the first three or four weeks when you’re starting to exercise trying to change your body and you don’t see anything on the scale. From a BioAge perspective, you begin to see changes very quickly as whatever biological age you started at begins to go down.”

BioAge is visible on EGYM’s Fitness Hub, its trainer app (TAX) and branded member app (BMA). This makes it accessible anywhere for individuals who work out at a variety of facility types.

“You can see your BioAge daily if you want,” Milkie added. “It’s an individual motivational component and it’s very personal. That is what is so engaging about it!”

A Powerful Tool for Operators & Trainers 

BioAge’s ability to show results makes it popular amongst fitness operators and personal trainers as well. It presents them with additional factors they can point to that illustrate a client’s development. That goes a long way in convincing those doubting their progress to stay the course. 

“I’ve been in the industry for a long time, and I can’t tell you how many conversations I’ve had with operators where they report their clients saying, ‘Three weeks in and I’ve only lost 2 or 3  pounds.’ The frustration over that one measurement, it changes so much when you involve strength, cardio and flexibility,” Milkie said. “It allows a very different conversation for a trainer to have other than saying, ‘Be patient, the weight will come off.’” 

BioAge is appealing to multiple generations as well, giving gyms and studios a way to appeal to multiple member types within their fitness population.

“If someone’s older, you can go up to them and say, ‘Your chronological age won’t change, but I can have a major impact on your BioAge. I can track it, we can build plans around it and you can assess it.’ Additionally, they can have conversations with younger demographics around their flexibility age to make sure that is not overlooked. To have those discussions across their broad membership base is incredibly powerful for operators,” Milkie said.

Milkie says that during his recent conversations with operators, BioAge has been top-of-mind 

“This is a member measurement that you can leverage to make an impact and it’s easy to explain,” he said. “You can’t change the day and year you were born, but you can change how you feel right now.” 

BioAge’s Future

EGYM created BioAge in 2014, but the program is far from its final form. Over time, the BioAge of the member has, and will continue to become, more accurate as more data points are added via new users. Although there are no current plans at EGYM to add new elements to BioAge beyond strength, flexibility, metabolism and weight, the fit tech company does aim to deepen  those pillars by continually leveraging data to refine the accuracy for the member.

However, Milkie didn’t rule out adding another BioAge factor to the program down the line given the company’s comprehensive commitment to wellness. 

“EGYM  understands that we need to continue to think more holistically about fitness and performance,” he said. “Our job as the innovation leader in fitness is to constantly push the envelope.”

The post EGYM’s BioAge Makes Progress in the Gym Tangible for Members appeared first on Athletech News.

Global fitness tech company EGYM has added two industry veterans to its leadership team, onboarding Chris Clawson, former CEO of Life Fitness, and Rob Barker, former CEO of Precor. 

Clawson has been appointed general manager of Gymtech, a role he’ll assume in mid-February, succeeding former EGYM chief customer officer Christoph Bischoff. Barker will serve as strategic advisor to EGYM co-founder and CEO Philipp Roesch-Schlanderer.

Roesch-Schlanderer remarked that the appointments of the two fitness leaders signal a significant milestone as the Munich-based EGYM celebrates its 15th anniversary.

“I met Chris for the first time in 2016. Our focus topic was the ‘Quick Start’ button that most exercisers press on the cardio consoles instead of logging in for a personalized workout, and it was clear to us that we could only solve this with Life Fitness Hardware and EGYM Software,” Roesch-Schlanderer said, alluding to EGYM’s ongoing partnership with the fitness equipment company.

During his meeting with Precor’s Barker the following year, Roesch-Schlanderer asked how EGYM Cloud could become a secure platform to connect the industry via hardware and software to enhance the experience of operators and users.

“These were clear indicators for me that the era of individual technological solutions is clearly over and needs to be replaced by collaboration in the industry and a common software platform,” the EGYM CEO said.

Connecting the Industry

EGYM’s open-platform concept has had wide-ranging benefits, as seen with its strategic partnership with Life Fitness, which has deepened with the recent announcement of a “Smart Cardio” project slated to launch in the first half of this year. The project integrates EGYM’s software with Life Fitness equipment, including the latter’s Discover SE4 Console, to provide users with real-time workout data, performance tracking and personalized workout recommendations.

Clawson noted that he’s thrilled to work with EGYM and “partner with as many operators and suppliers as possible for a fully connected workout experience in and outside the club.”

Barker, meanwhile, remarked that he’s known Roesch-Schlanderer and EGYM for over seven years, referencing Precor and EGYM’s development partnership. 

“I have admired the EGYM approach and growth as operators and consumers become increasingly used to the hybrid world of digitally connected fitness experiences,” Barker said. “I look forward to helping Philipp, the EGYM team and its customers. It’s also great to be working with Chris; we were leaders of competing businesses for many years but got on well since we always shared the same desire to simply get more people more active more often and make the world a better place.”

Roesch-Schlanderer thanked Bischoff for his service to EGYM and acknowledged his leadership during Covid, where he navigated EGYM Gymtech through a challenging period.

“Strengthened by Chris and Rob, we will continue to drive the transformation of the healthcare market from repair to prevention and remain true to our approach as an open platform provider,” Roesch-Schlanderer said. “Because we know that such a huge task cannot be accomplished without strong partners.”

EGYM’s Rapid Rise

The fitness tech company received $225 million in growth capital last year from  Affinity Partners to support the development of digital workout solutions and expand EGYM Wellpass, its corporate health network. EGYM has also been focused on scaling its footprint in North America.

Looking ahead to IHRSA 2024, EGYM plans to showcase a new AI-powered workout data innovation to provide next-level personalization.

“Anything that’s on a gym’s fitness floor, we want to connect in a smart way to drive prescriptive and hyper-personalized workouts to members,” said Dana Milkie, EGYM North America general manager.

The post EGYM Grows, Adding Former Life Fitness, Precor CEOs appeared first on Athletech News.