Receipts has developed a way to incentivize workouts by offering access to top brands and experiences, aiming to tackle the ongoing health crisis and rising healthcare costs.

It’s a concept that researchers say has promise, with a 2024 study revealing that gamification and rewards can boost motivation.

The new fitness rewards app has launched its first challenge and brand partner as part of its new Collective Moment Series, a monthly challenge featuring a shared fitness goal while giving a stage to a brand partner each month.

The Receipts app links to fitness trackers, rewarding individuals with points for “intensity minutes”—defined as minutes spent exercising at an elevated heart rate. Athletes can then redeem the points for gift cards, perks and experiences with Receipts’ brand partners.

As of now, Receipts supports Apple Watch, Garmin, Coros, Whoop and Oura Ring, but plans to integrate directly with more wearables in the future.

For the challenge, Receipts teamed up with sports equipment and apparel brand Salomon. Participants are challenged to collectively achieve 50,000 intensity minutes to earn gift cards, running shoes, running vests and bonus points. Prizes are released if participants collectively move for the 50,000 intensity minutes, according to a post on Instagram.

Receipts users can also compete with friends on weekly leaderboards, track their week-over-week progress, and share photos and videos of workouts. The app recently introduced Streaks, which allows athletes to earn bonus points for maintaining weekly streaks and Goals, a feature that prompts athletes to set fitness goals and put points on the line as collateral.

Users who refer friends can earn 25 bonus points after their first workout — and their friend gets the same reward.

Another upcoming feature—Drops—will offer a new way to redeem points, giving brand partners a chance to spotlight upcoming product releases through exclusive experiences.

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A new strength training app founded by a former Meta engineer and Strava designer has hit the fitness scene right in time for January fitness goals: Kiwi Fitness.

The AI-powered app aims to be an affordable alternative to hiring a personal trainer, offering personalized workout plans, progress tracking and adaptable training sessions—all driven by machine learning algorithms.

“Strength training can feel isolating and overwhelming, especially for beginners,” Kiwi Fitness co-founder and former Strava designer Olia Birulia said. “With Kiwi Fitness, we aim to connect gym-goers and create a supportive environment that fosters motivation and accountability. We’re taking lessons from successful social fitness platforms and applying them to strength training.”

Currently, Kiwi Fitness considers fitness goals, available equipment, and progress tracking, offering adjustments along the way. In the future, the app plans to introduce socially connected features, including local gym communities, leaderboards and group challenges.

“Gyms aren’t just places to lift weights; they’re potential hubs for connection,” Olia said. “By building these features, we hope to inspire users to support each other in reaching their goals.”

Kiwi Fitness is running a promotion this month, during which annual subscribers can receive 50% off and a free Kiwi Fitness water bottle for $59.99.

“Our vision is to make strength training approachable and effective for everyone,” Kiwi Fitness co-founder and former Meta engineer Justin Thelukai said. “Using cutting-edge AI, we’re delivering an experience that’s more dynamic and responsive than what most human coaches can offer.”

The fitness app space shows no signs of slowing down and is projected to grow by $55.86 billion in just a few short years, fueled by consumer interest in health management. It’s also become a competitive battleground, with fitness app Ladder recently accusing connected fitness giant Peloton of allegedly copying its strength training platform.

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MyFitnessPal encourages individuals to embrace “Quitter’s Day” — the second day of January when many abandon their New Year’s resolutions — and pivot towards a commitment to “quit quitting.”

The new messaging from the fitness and nutrition app emphasizes celebrating small wins contribute to long-term sustainability. MyFitnessPal highlights a key finding from its survey, which revealed that 81% of respondents who had unsuccessfully tried dieting attributed their failure to overly restrictive diets. The same applies to other goals, MyFitnessPal says, whether it’s tracking protein, losing pounds or cutting back on alcohol.

“An all-or-nothing approach oftentimes sets you up for failure, and that’s mostly because it doesn’t take real life into account– there are going to be times when you opt for the side of fries instead of the side salad, and that’s okay,” MyFitnessPal scientific advisory council member Dr. Mike Varshavski said. “Instead of self-criticizing, or worse – giving up entirely – just track it, adjust and keep moving forward. It’s not about one meal – it’s about finding balance over the day, week, or month – and just making progress.”

The fitness and nutrition tracking platform says users can discover tips and recipes from comedian and actor Adam Devine, who partnered with MyFitnessPal.

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Artificial Intelligence. Two words. AI. A concise two-letter acronym. Neither were part of the fitness industry’s conversation just a few short years ago, but what was once seen as a long-term prospect is now rapidly disrupting nearly every industry and unleashing potentially monumental impacts.

Many anticipate AI’s impact on the fitness industry to be profound, possibly triggering a paradigm shift, and changing the way we deliver and receive health and wellness information and content. It has the capacity to revolutionize everything from user experience and gym management to coaching acumen to nutrition counseling to how well we understand our bodies. The list goes on.

But, how many fitness brands are genuinely embracing AI with meaningful initiatives and purpose today? To what extent are they integrating it, and do these users see it reshaping the fitness industry in the future?

Athletech News delves into this discussion, gathering insights and perspectives from numerous brands across different sectors of the industry.

AI Trailblazers

Hyperhuman has been leveraging AI since 2020 to power video production for health and fitness companies in two ways.

“Our AI automatically processes and extracts exercises from existing footage, saving companies countless editing hours, and allowing them to build vast, reusable exercise libraries in record time,” said Hyperhuman co-founder and CEO Bogdan Predusca.

“Secondly, we utilize AI to assist content production and even generate the foundation for video workouts and entire programs, which empowers companies to create a more diverse and personalized content offering,” he said.

Predusca says ultimately, they are streamlining production so companies can focus on their core competencies, creating diverse content that caters to a wider audience and personalizing the experiences, leading to better engagement and results.

Lumin Fitness, which dubs itself “The World’s Smartest Fitness Studio,” uses AI to power the entire fitness experience for members.

When you walk into a Lumin Fitness studio, you are literally interacting with the space. Through sensor technology to track physical movement paired with their app, the studio automatically checks members in, directs them to their dedicated station, and guides and motivates them safely and effectively through their workout.

Founder Brandon Bean says their hyper-personalized approach serves the digital natives who were born with a cell phone in their hand.

Their proprietary operating system, the Lumin OS, integrates the latest in artificial intelligence, spatial augmented reality, gamification, motion tracking and personalized audio.

“The system offers the most intelligent, interactive, and individualized fitness experiences in the world,” explained Bean.

EGYM is on a mission to make the entire gym “smart” by leveraging tools like AI, gamification and other tech features.

Early in 2024, EGYM unveiled a new innovation that collects member workout data, learns from that data, and then applies it to the entire fitness floor and beyond. The feature promises to elevate and personalize a user’s individual workout experience as the AI learns from their exercise habits and creates a unique training plan accordingly.

“We want to make the whole gym ‘smart’,” said EGYM North America general Manager Dana Milkie. ”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.”

Right on the heels of this, the fit tech company 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.”

The studio management software platform Walla uses AI to enhance time efficiency for clients and boost customer retention.

“AI helps our customers to quickly build communications with AI-generated text and images and to also get answers faster than ever,” said Walla co-founder and CEO Doug Hecht. “We’re experimenting currently with how AI can increase retention by identifying risk factors that could indicate someone is likely to quit. And for franchises, through AI we can automatically surface key metrics to support their growth with new site location selection based on demographic insights, behavior analysis, and LTV (lifetime value) prediction.”

Body scanning tech leader, Evolt is using AI-driven analytics to provide deeper insights into individual health markers, enabling tailored fitness and nutrition plans. Evolt will continue to expand its use of AI by incorporating more advanced predictive analytics and machine learning algorithms.

“As we move forward, Evolt plans to expand its use of AI by incorporating more advanced predictive analytics and machine learning algorithms,” said Evolt’s head of research and development Kylie Zimmerle, “We aim to create a more interconnected ecosystem that seamlessly integrates data from various sources, providing holistic health, fitness, and wellness solutions, all while maintaining the accuracy and science-based outcomes our customers expect from Evolt.”

Apps Get In on AI Action

Macro counting app, Macrostax makes their meal planning smarter with the use of AI.

“The app can suggest foods similar to those a person has already eaten or what is available in their kitchen,” said Lindsey Love Jenks, Macrostax founder. “This keeps the options dynamic while customizing them to a person’s likes and dislikes. This was not possible before AI.”

Life Time broke new ground in June, partnering with Microsoft to launch L.AI.C (pronounced lay-see), an AI-driven companion for its members that is housed within the Life Time member app. The luxury athletic country club operator has tapped Microsoft’s AzureOpenAI Service for the new feature, which is rolling out to beta users.

The first version offers quick answers to basic questions such as club descriptions, hours and offerings of its 170+ clubs while future editions of L.AI.C will provide personalized class suggestions, assisted class and court reservations, tailored workout programs, answers to wellness-related inquiries, and connect members to online and in-club resources.

“AI advancements are unstoppable, and we’re embracing this opportunity to provide our members with experiences that will only get better and better –  just as we have committed from the start,” Life Time founder and CEO Bahram Akradi told Athletech News.

Future is a personal coaching fitness app that’s harnessing AI to enable its world-class coaches to be more effective, efficient, and precise with their work.

This company has invented a constellation of AI agents that help coaches generate and adapt training plans, craft thoughtful and effective human interactions, and remember key details about every client’s preferences, goals, plans, and life circumstances.

“Our company is built on one single insight: people move people,” said Future co-founder and CEO Rishi Mandal. “We believe it takes a coach, a trainer, or a community to achieve this and we are layering in tech to drive consistency in workouts and recommend best approaches. This frees up time to spend more time on relationship-building, which is so critical for guiding members to their best outcomes.”

The Impact of AI on Fitness: Who Stands To Gain?

When asked who will be impacted most by AI all entities emphatically agree that the human interaction element is still critical, and that both consumers and companies will be impacted.

According to Predusca, companies will benefit from AI by streamlining costs, enhancing content quality, focusing on unique selling propositions, and expanding their reach to new audiences.

“This results in a true omni-channel presence that enhances operational efficiency,” he said. “For consumers, AI promises a more personalized fitness journey. It will deliver content tailored to individual goals, preferences, and health data, making workouts more engaging, enjoyable, and effective.”

Bean highlights that in boutique fitness, where human interaction is crucial, AI complements rather than replaces this element.

“The technology behind the Lumin OS supports operators and coaches by allowing them to concentrate on building community and providing an even more personalized experience for members.”

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

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The global fitness app market is undergoing rapid expansion, with projections indicating it will grow from $1.5 billion in 2023 to $4.3 billion by 2030. This growth is fueled by technological advancements, particularly in artificial intelligence (AI), and a shift in consumer behavior toward digital fitness solutions. 

This presents a unique opportunity to integrate innovative technologies into your services, expand your reach and stay competitive. 

This checklist is designed to help you navigate these opportunities and implement strategic actions that will position your business for success in the booming fitness app market.

Embrace AI-Driven Technology

Integrate AI Features:
☐ Explore AI-driven features like adaptive workout plans, real-time feedback and predictive analytics.
☐ Assess how these features can personalize and enhance your clients’ training experiences.

Example: A boutique fitness studio integrates an AI-powered app that provides clients with personalized workout recommendations based on their progress and goals. The app’s real-time feedback feature helps clients adjust their form during workouts, leading to better results and higher satisfaction.

Partner with Tech Providers:
☐ Identify potential partnerships with AI-based platforms to boost your service offerings.
☐ Evaluate the cost and benefits of integrating these technologies into your business model.

Example: A small gym partners with  platform to automate its client communication and follow-up processes, allowing trainers to focus more on in-person coaching. This automation leads to increased client retention and better management of gym operations.

Adapt to Digital Consumer Trends

Expand Digital Services:
☐ Offer virtual training sessions or app-based workouts to cater to clients who prefer digital fitness solutions.
☐ Consider developing or partnering to create a branded app to engage clients on the go.

Example: A personal trainer develops a branded app that offers on-demand workouts and nutrition plans. This app helps retain clients who prefer working out from home, increasing the trainer’s reach beyond the local market.

Flexible Pricing Strategies:
☐ Introduce cost-effective digital alternatives to traditional gym memberships or personal training sessions.
☐ Ensure your digital offerings are accessible and appealing to budget-conscious consumers.

Example: A gym introduces a tiered membership model that includes an affordable digital-only option, offering access to an app with workout routines and live-streamed classes. This attracts a new segment of clients who may not have joined at the standard membership rate.

Monitor Market Trends & Opportunities

Regional Focus:
☐ Stay informed about key growth markets like the U.S., China, Japan, Canada, and Germany.
☐ Tailor your marketing and expansion strategies to target these regions effectively.

Example: A fitness app company identifies a rapidly growing market and localizes its app by incorporating region-specific features and language support. This strategic move results in a significant user base expansion.

Leverage Market Reports:
☐ Regularly review industry reports for the latest insights.
☐ Use this data to inform your business decisions and future planning.

Example: A fitness studio owner reads the latest industry report and decides to invest in AI-driven tools after seeing the projected market growth. This decision positions the studio ahead of local competitors who have yet to adopt similar technologies.

Stay Competitive by Learning from Industry Leaders

Study Major Players:
☐ Analyze how leading companies like are innovating in the fitness app market.
☐ Implement similar innovations in your services to stay competitive.

Example: Inspired by Azumio Inc.’s use of AI for personalized fitness tracking, a wellness coach integrates similar AI-driven progress tracking in their mobile app, helping clients stay motivated and engaged.

Continuously Innovate:
☐ Keep up with technological advancements and consumer trends to regularly refresh your offerings.
☐ Position your business as forward-thinking and tech-savvy by adopting new trends early.

Example: A fitness brand consistently updates its app with the latest AI and virtual reality (VR) features, offering immersive workout experiences that attract tech-savvy clients and generate buzz in the industry.

Next Steps:

Plan for Integration:
☐ Create a timeline for incorporating these actions into your business strategy.
☐ Set measurable goals to track your progress and success in leveraging the growing fitness app market.

Example: A gym chain sets a 12-month plan to integrate AI-driven virtual classes, with quarterly goals to monitor user adoption, satisfaction, and overall business growth.

By using this checklist and staying ahead of industry trends, you can capitalize on the booming fitness app market, ensuring your business remains competitive and poised for long-term success. 

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

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Imitation is the sincerest form of flattery, except maybe when it comes to fitness app development. 

Ladder, a digital fitness company that’s raised over $100 million in funding, is effectively accusing Peloton of copying its popular strength training app.

In a blog post titled “We’re flattered, Peloton,” the Austin, Texas-based brand poked fun at the similarities between its app and Peloton’s new Strength+ app, which officially launched on Wednesday after being in beta testing mode since September. 

“Over the last few months, we’ve received some curious feedback from users testing Peloton Strength+ in Beta,” Ladder wrote in the blog post. “Namely, that it looks, feels, and functions an awful lot like Ladder.”

Ladder even hinted that Peloton “literally copied our UI/UX screen-for-screen.” In its post, Ladder showed side-by-side screenshots of the two apps, which both feature a black-and-yellow color scheme and a generally similar user interface. 

In the blog post, which is light-hearted in tone but contains some serious allegations, Ladder went so far as to detail the activity of Peloton staffers on its app. 

“We found at least 15 Peloton product, engineering, and design folks in the Ladder app, and a whole lot of activity over the past year—more than 1,500 Ladder app sessions since January!” the company wrote. 

On X, formerly Twitter, Ladder posted a video mocking Peloton for seemingly copying its app. The video riffs off Apple’s famous “Get a Mac” campaign from the 2000s in which the tech giant compared Macs to PCs.

Founded in 2020, Ladder offers daily strength training workouts with video demonstrations from fitness coaches. The app allows users to create workout routines, track their progress and connect with community members.

In November, Ladder raised $15 million in a Series B funding round and secured a $90 million growth investment to pursue expansion, including creating an Android version of its popular iOS app. That funding followed a $12 million Series A round in 2023 and a $6.5 million seed round in 2021. 

Peloton, one of the world’s most popular fitness brands, released Strength+ as a standalone strength training app to complement its core cardio offerings on bikes and treadmills. The new app allows users to generate custom strength-training routines and watch along as Peloton instructors perform common weightlifting exercises. 

A Peloton Strength+ membership costs $10/month while Ladder’s app runs between $15 and $30/month depending on the plan. 

It’s unclear whether Ladder intends to pursue any legal action against Peloton over the apps’ similarities.

“At Ladder, our mission has always been to make strength training accessible for everyone,” the company said in a statement provided to Athletech News. “While we’ve had a lot of fun with this campaign and appreciate the positive response from our community, we continue to focus on what matters most—our members.” 

Peloton didn’t immediately respond to ATN’s request for comment. 

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The global fitness app market size is projected to grow by $55.86 billion from 2024 to 2028, according to a new market report from Technavio, with health management, chronic diseases, and integrated video coaching platforms as key growth drivers.

While the fitness app space is particularly promising for its AI-driven personalization, convenience, affordability, and wearable tech integration, user engagement and retention pose a challenge for the competitive fitness app market, according to the global technology research and advisory company.

Notably, the integration of video into coaching platforms signals a shift toward more effective and engaging fitness experiences—a trend Technavio expects will significantly boost the market.

Major deals in the fitness app sector suggest Technavio’s projections are on track, with industry players already making moves to capitalize on the trend.

Virtual indoor training platform TrainingPeaks recently acquired cycling platform IndieVelo, giving endurance athletes the ability to find training plans, schedules, and structured workouts while allowing TrainingPeaks coaches to better assist users and build community reach with virtually hosted group rides and races. Meanwhile, AI-powered coaching app Coopah raised £1.5 million ($1.9 million) this fall in a seed funding round for its personalized training plan and AI-powered platform for runners.

SageHouse, an investment and advisory firm for fitness brands, also unveiled proof3 this year as a longevity-focused remote coaching platform that offers those 30 years and above personalized fitness, nutrition, and lifestyle plans. Brick-and-mortar brands, such as luxury athletic country club operator Life Time, added fitness and meditation classes to its complementary app. At the same time, SweatPals secured $3 million for its connection-building fitness app.

Technavio’s report can be found here.

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Strength training app Ladder has secured $15 million in a Series B round and a $90 million growth investment from General Catalyst’s Customer Value strategy that will propel Ladder to reach a global audience.

Point72 Ventures and ADvantage VC led the funding round, which included participation from Steve Pagliuca’s PagsGroup, Tapestry VC, and LivWell Ventures.

“Our members come to Ladder and stay because we offer so much more than a workout library,” Ladder CEO Greg Stewart said. “The app delivers personalized, progressive plans typically only available through expensive personal training, along with a supportive community that keeps members motivated.”

The top-rated Ladder app offers weekly new workouts, offering various strength-building routines across bodybuilding, HIIT, Pilates and yoga, kettlebells and more. Users are provided with motivating tools such as detailed progress tracking, community access, and collectible badges.

The Series B funding will accelerate Ladder’s product development and fuel the launch of new ventures. Plans include introducing branded apparel, developing an Android version of its popular strength training app, and expanding into the enterprise corporate wellness market.

“When we first met Greg Stewart and Tom Digan [co-founder and president] nearly five years ago, they shared a vision of creating a new movement in fitness—one that combines vibrant community engagement with a deeply personalized, best-in-class workout experience,” ADvantage founding partner Jeremy Pressman said. “Since then, they’ve relentlessly pursued this mission, building cutting-edge technology, attracting top coaching talent, and fostering genuine accountability for members through shared experiences. These efforts have established Ladder as the category leader, setting a new standard in the fitness industry.”

General Catalyst’s $90 million investment will support the strength training app’s customer acquisition strategies.

“The blend of expert workout programming and strength coaching with Ladder’s motivational tools yields real fitness outcomes for members and strong retention,” General Catalyst’s KV Mohan said. “We believe Ladder’s predictable growth and the retentive nature of the product make it a perfect fit for our Customer Value strategy.”

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SweatPals, an app connecting users to local fitness and wellness events, communities and like-minded people, has raised $3 million in a funding round led by a16z Speedrun and Pear VC.

The startup held a crowdsourcing round earlier this year on Wefunder and raised $800K in its last round.

“Fitness is one of the rare spaces where people from all walks of life can come together,” SweatPals founder and CEO Salar Shahini wrote in a LinkedIn post announcing the latest investment. “Our platform is designed to foster genuine and meaningful connections—centered around the unifying power of fitness.”

Shahini launched the app after struggling to connect in a new country and facing language barriers. He then joined his first run club, where he said something magical happened. In an interview with Canvas Rebel, Shahini described how joining the club was transformative.

“The usual social barriers fell away, and I found myself surrounded by people who were just as passionate about health and wellness as I was,” he told the publication. “These were spaces where everyone, regardless of their background or where they came from, was welcomed with open arms. That sense of community, of being part of something bigger than myself, was something I craved. It was through these experiences that I realized the powerful role fitness and sports could play in bringing people together.”

He then decided to create a platform that allows people to “find their tribe” through fitness — one that also provides fitness and wellness creators with tools such as ticketing, group chats and event hosting to create communities.

The platform is easy to use; simply typing in an area can generate a list of upcoming events both in-person and virtual, such as a rooftop yoga and social hour in Denver, a free online guided meditation for world peace, a pickup pickleball event in Tampa, a Wednesday night run and drinks in Chicago and more. Users can also search for specific activities (run/walk, yoga, pickup games, strength training, mindfulness, cycling, dance, water and hiking) and filter for free events or those within their budget.  

“When we launched SweatPals 18 months ago, we drew deep inspiration from “The Cold Start Problem” and the incredible marketplaces we admire,” Shahini wrote on LinkedIn. “To now be partnering with Andrew Chen, a 16z partner, growth expert, and the author who inspired us, feels like a full-circle moment.”

Earlier this year, Adidas and Bumble teamed to make it easier for Bumble users to find workout friends and combat ‘Gymintimidation.’

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TrainingPeaks, an app designed for endurance coaches and athletes, has acquired the virtual cycling platform IndieVelo, now rebranded as TrainingPeaks Virtual.

The news follows TrainingPeaks’ recent launch of its Strength Workout Builder, which allows coaches to gain insights into their athletes’ performance in strength training.

The beta version of the new platform is now free for both new and existing TrainingPeaks athlete accounts and includes a custom physics engine designed to enhance power accuracy and deliver a more authentic riding experience. The TrainingPeaks platform offers users the ability to discover training plans, schedules, and structured workouts that can be effortlessly synced over, along with ride data that uploads automatically.

After March 2025, TrainingPeaks Virtual will be integrated into TrainingPeaks Premium. Seamless syncing of TrainingPeaks zones, FTP, workout compliance and other experiences are planned for the future, according to the brand.

“We want to ensure that coaches have a seamless onboarding experience for their athletes into the world of training,” TrainingPeaks president Lee Gerakos said. “There’s a lot of friction today that creates barriers and challenges for our coaches, and this acquisition helps introduce athletes to that world more easily.”

With the acquisition of IndieVelo, TrainingPeaks coaches will be able to enhance their community reach with virtually hosted group rides, events and races while giving them the ability to create custom avatars, bikes and team kits.

IndieVelo founder Dr. George Gilbert noted that both platforms share the same core values and are committed to fostering authentic achievement.

“This acquisition brings both the investment and the expertise needed to take it to the next level — creating a fully integrated, seamless training and racing platform, both indoors and out,” Dr. Gilbert said.

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A gamified cardio fitness app has secured an investment on the Season 16 premiere of ABC’s “Shark Tank.”

With an emphasis on community, Card.io allows people to come together and form teams to engage in outdoor fitness and competitive social games such as Turf Wars, where they claim an area of town and defend it from others as they walk, run, and cycle. Users can also connect with local running or walking clubs to participate in challenges or coordinate a competition to win prizes from brand partners and local stores.

A commercial explains the concept, showing a Card.io user sitting on a couch. He gets a notification that part of his turf was stolen, prompting him to go for a run.

Bell pitched Card.io to the Sharks, seeking $150,000 for 5% of his Texas-based company. Daymond John and “Shark Tank” guest investor and venture capitalist Rashaun Williams offered Bell $150,000 in exchange for a 15% stake.

“The idea from Card.io came from imagining if an app like Pokemon Go could be a fitness app,” Card.io CEO and founder Destin George Bell said. “A year later, Pokemon Go parent company Niantic gave us our first investment, and that was all the confirmation I needed to believe we were onto something. Not only being invited onto “Shark Tank” but getting a deal from [John and Williams] has made that even more obvious to us that we’re making something people want!”

The app also makes it easy to schedule events, create internal challenges for members, and track data such as miles covered and pace trends.

The investment will be used to expand the Card.io user base, enhance app features, and fuel new partnerships with global fitness brands. Card.io also plans to launch the app within the corporate wellness market to drive employee engagement.

The app also integrates with popular fitness trackers and apps like Strava and Garmin, allowing Card.io users to sync their activities. So far, Card.io has over 25K users across the U.S. and over 70 countries, according to the platform.

“We have over 350 run clubs around the U.S. using our product as a fun way to engage with their club members, and we see a huge opportunity for corporations employee wellness programs,” Card.io COO Joe Kania said. “Our product has shown the ability to drive people who usually aren’t the biggest runners into action, a factor that weighs heavily into what employers offer to keep their employees active. Card.io can potentially become a big player in the US market for a cardio challenge that is more engaging than just counting steps or walking on a treadmill.”

Card.io is now available on the Apple App Store. A waitlist is available for Android users.

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Bodybuilding.com, a destination for supplements, sports nutrition, expert guidance, gym gear, and apparel under Omni Retail Enterprises, has announced a massive relaunch for 2025 that will introduce a new fitness app, a revamped supplement house brand, and in-person events.  

The changes are part of a multi-year strategy, according to Bodybuilding.com.

“The legacy behind this brand is exceptional,” Omni CEO, Sharon Leite, said. “For the last 25 years, the fitness community has sought out its expertise in supplements, nutrition, training, and leading a healthier lifestyle. We’re both excited and proud to restore what’s made this brand so unique in the past and bridge the gap to an innovative future within the fitness and wellness industry.” 

Signature Series, the brand’s leading supplement line, will be upgraded with new product additions and the removal of artificial dyes, which will roll out this December. The company is also partnering with other brands within the supplement space, such as Kaged. 

“Our Bodybuilding.com Signature Series will set the benchmark for innovation and quality,” said Steve Marada, head of product development and merchandising. “Every product we develop is backed by cutting-edge science, from new ingredient forms to enhanced flavors, all produced by U.S.-based manufacturers adhering to the highest standards, including GMP-certified practices.” 

In the coming years, part of the product strategy will include expanded wellness offerings, such as vitamins and peptides.

Fitness App & Metabolic Telehealth Service

A new fitness app is also in the works, enabling users to connect, track health metrics, and participate in classes with coaches and specialists. 

“The new BBCOM app is an innovative and modern take on helping individuals achieve their fitness goals”, Omni CTO Jeff Haddox said. “This all-in-one platform blends workouts, metric tracking, and community connection that caters to both traditional bodybuilders and fitness newcomers alike. We are thrilled to continue to partner alongside our customers on their fitness and wellness journey and are excited to welcome new customers into the Bodybuilding.com ecosystem.” 

In preparation, a new roster of coaches will be announced next month, highlighting workouts and programming categories that will be available at launch. Users will be able to select from coach-led workouts, and multi-week programs or opt to build their own program.

Perhaps most intriguing is Bodybuilding.com’s future addition of a metabolic telehealth service, which will serve as an extension of its app membership. The telehealth service will provide users with services to support their fitness goals and their overall health. 

Health and Fitness Road Trip

In the latter half of 2025, Bodybuilding.com says it’s hitting the road to host holistic fitness and wellness events with select partners. Attendees can expect workouts, paneled speakers, access to select supplements and apparel, and the chance to participate in a content series. Dates and locations of the in-person experiential events will be announced early next year. 

“Now more than ever people are looking to connect in real life,” said Danielle Bitts, Omni’s head of brand marketing. “We have a responsibility to bridge the gap between digital engagement and in-person activations to not only showcase our brand values but to serve as the connector of people looking to live healthier lives through the vehicle of movement.” 

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What happens if a fitness app and fast food giant McDonald’s team up? WithU, an audio-guided fitness app, has the answer—it drove new app sign-ups by 297%.

The audio-guided fitness app collaborated with McDonald’s to become a prize partner in the fast food chain’s Power Peel promotion (which ran from September 4, 2024, to October 15, 2024), where McDonald’s Monopoly players in the U.K. could win a three-month trial of the WithU fitness app.

The unique partnership paid off. In addition to driving sign-ups by nearly 300%, 95% of those who redeemed a WithU code continued to create an account. Most interestingly, the promotion has resonated with fitness newcomers, as WithU says beginner-level workouts accounted for over 83% of the workouts completed by new members who joined via the promotion.

“At WithU, we actively challenge the all-or-nothing approach to fitness often seen in the industry, and we always strive to do things a little differently,” WithU CMO and co-founder Kaleigh Scott said.

While Scott acknowledges that partnering with a fast food brand may seem unlikely for a fitness app, she suggests the results are a key indicator of an untapped market.

“The high conversion rate and surge in WithU sign-ups resulting from this promotion proves that there is a significant target customer segment that seek to prioritize their health and fitness whilst still enjoying life,” she added.

“This partnership with one of the U.K.’s largest and most well-loved consumer loyalty marketing campaigns presented us with a unique opportunity to increase exposure amongst a diverse and large customer base, some of which for the first time. It’s therefore particularly encouraging to see that this promotion has so successfully connected with a large beginner-level cohort of customers as we make positive strides towards our mission to empower the world to choose fitness.”

WithU offers both a free version and paid membership. The app features over 1,500 audio workouts.

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A new fitness app has hit the market, the brainchild of virtual fitness solutions brand Wexer and Core Home Fitness, home fitness equipment leader.

Dubbed ‘Transform,’ the fitness app features guided workouts, real-time tracking, and a connected fitness community for users to join.

“At Core Home Fitness, we’ve always been committed to empowering individuals to take control of their fitness journeys,” Michael Gayetsky, Core Home Fitness CEO, said. “With Transform, we’re extending our vision beyond equipment.”

Designed for users of all fitness levels, Transform offers professional trainer-led workouts, the ability for users to personalize their fitness journeys, integrated tracking via MyZone and FitRadio, and a chance to connect with other users for support and motivation. Workouts span dumbbell-based strength training, boxing, FightMaster X, cycling, yoga, and nutrition.  

Robert Louw, Wexer’s chief growth officer, noted that the app marks a pivotal moment for the fitness industry.

“We are thrilled to partner with Core Home Fitness on the launch of Transform,” Louw said. “This app represents the future of fitness, bringing together technology, community, and expert coaching to make fitness accessible, engaging, and personal, providing a holistic solution that directly brings personalized coaching and motivation to users’ fingertips.”

The new fitness app is now available on the App Store and Google Play. For a limited time, users can try Transform for free for 14 days.

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Youll, the developer of content-forward apps in the wellness and fitness industry, has released Miactive, a fitness and wellness app led by elite performance coach Michael Italiano, as it kicks off the official launch of its new engagement-boosting workout and meal plan modules. 

Alex Bejan, Youll CEO, notes that the streaming platform is excited to partner with Italiano, a former Formula One coach to Red Bull Racing and McLaren drivers, on Miactive’s launch.

“Michael’s expertise in performance coaching is the perfect showcase for how our platform can empower world-class professionals to bring their vision to life, combining fitness, nutrition, and mindfulness for a truly integrated wellness experience,” Bejan says.

For his part, Italiano says that Miactive represents the culmination of his passion for performance coaching.

“Through Youll’s seamless platform, I’ve been able to translate my vision into an accessible, personalized experience for users who want to elevate their fitness and well-being,” Italiano says. “I’m excited to see how Miactive can inspire people to reach their full potential.”

Miactive offers app users personalized workout plans, tracking and performance analytics, access to experts, and social features for encouragement and support.

Youll’s no-code platform enables fitness businesses to easily create their own branded app, monetize content, and build a community. Most recently, Youll launched new workout and meal plan modules as an engagement booster.

Formed by the former product and engineering team behind Headspace, Youll says the Miactive partnership is a significant milestone and exemplifies how its platform can give experts an edge in broadening their reach.

“This opens the technology to better support brick-and-mortar fitness centers in their digital transition,” Bejan said of the new offering. “The content is top-level and ready to go, making it very easy for gyms to extend training and nutrition remotely without spending time and money to create it on their own.”

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FitnessAI, a gym workout app, has launched a BodyScan feature that turns a smartphone camera into a detailed body scanner using 3D mapping and proprietary machine learning models.

It’s an app upgrade that FitnessAI says offers insights comparable to medical-grade scans such as DEXA, which typically come with a high price tag. It also gives fitness enthusiasts the option to conduct a scan from the comfort of their own homes instead of the gym.

Comprehensive Insights

FitnessAI users can now access the new BodyScan feature within the iOS app, start monitoring their body fat percentage, waist circumference and muscle mass, and discover other insights to help tailor workouts and nutrition plans based on body composition. For the best results, users are encouraged to wear tight, form-fitting clothes or underwear.

The Appex Group-owned app also integrates with Apple’s HealthKit.

“With FitnessAI, we’re leveraging AI to make strength training accessible to everyone,” Appex Group Inc. CEO Karetha Strand said. “We’re excited to launch this innovative technology with BodyScan, empowering users to track their progress easily and affordably.”

Aside from FitnessAI’s new BodyScan, new users to the app are asked a few simple questions regarding their height and weight, current fitness levels and goals and any mobility issues they may have. A custom plan is then generated with three membership models available: $19.99/monthly, $44.99/tri-monthly or $89.99/yearly.

Appex Group owns several mobile apps besides FitnessAI, including StepBet, where users place financial bets to incentivize hitting their fitness goals. 

Beyond the Mirror

While FitnessAI focuses on a mobile-based body scanner, other companies are also finding ways to lean into the high-tech scanning method. It’s the perfect time, too, as consumers are interested in implementing hyper-personalized strategies on their fitness and wellness journeys.

Fit:match, having originally launched in the fashion and retail space in 2018, offers a powerful trio of augmented reality, AI and 3D tech functions for fitness professionals and trainers to analyze a person’s size and shape.

“This opens the door for fitness enthusiasts and athletes to literally look at their body composition, fat and muscle mass, asymmetries and more, which in turn unveils limitless opportunities for trainers and gyms,” Fit:match’s marketing director Hillary Littleton said. “Imagine being able to show a client who is on a weight loss journey their progress in this way.”

Fit:match showcased the technology at IHRSA (now Health & Fitness Association) this past March, where Littleton said it was well-received.

Witnessing progress backed by tech can be a game-changer for fitness consumers eager to see results, just as much as it is for trainers and operators. 

“The mirror is not always the best place for this,” Littleton said. “When a trainer can point to a true-to-life scan and heat maps that visually show changes, that’s a very powerful thing.”

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In our digital-first world, Youll continues to innovate when it comes to delivering omnichannel fitness and wellness capabilities that translate to meeting consumer demand, increasing retention and unlocking new revenue streams.

Youll is a no-code platform from the creators of Headspace that empowers any individual or business seeking to deliver fitness or wellness content to create their own customizable and branded applications.

This means that brick-and-mortar businesses can develop their own fully branded app through Youll, extending branded services, content and community building beyond the four walls of the gym – while monetizing it.

And now, Youll’s launch of new Workout and Meal Plan Modules has broadened its scope with AI-driven and personalized diet and training support.

“Members have a level of trust in their gym,” said Youll CEO Alex Bejan. “It is their home base for fitness and wellness, but of course, their health practices go well beyond the gym walls. Offering an app allows your brand to literally live in your members and clients’ pockets and purses for continued engagement. A gym that doesn’t extend its brand in this way is leaving money and opportunity on the table.”

Consistent Connectivity

Bejan says the impetus behind Youll’s tech is consistent and thoughtful connectivity.

Smart tools like timely push notifications, updates, reminders, news and motivational messages allow gyms and studios to seamlessly integrate into members’ daily routines.

Users can also set daily self-care reminders for specific practices, ensuring further interaction.

Youll fosters community interaction by showcasing accomplishments – featuring challenges, leaderboards, rewards, streak motivation and more.

“We’ve all learned that building a community is key in the world of fitness,” said Bejan. “Connecting your members, clients and followers outside of the gym in a meaningful way is the epitome of this.

Additionally, the platform will curate unique fitness “journeys” – highly personalized and outlined step-by-step processes to help members reach their desired goals.

“Let’s say the user wants to master a certain yoga pose –  the platform allows him or her to create a ‘journey’ and then devises a series of trainings designed to help the user achieve the pose,” explained Bejan. “Further, it will continue to prompt the user with training reminders and support to ensure consistency in training – and interaction with your brand.”

“We design tech to continually drive members and clients back to the brand, he said. “We have a pedigree in this – it’s in our DNA.”

Getting Stickier

Used by trainers, yoga instructors, therapists, life coaches and even bands, Youll facilitates and houses custom-created content of any kind. With the launch of the Workout and Meal Plan Modules, the platform gets even stickier.

“This opens the technology to better support brick-and-mortar fitness centers in their digital transition,” said Bejan. “The content is top-level and ready to go, making it very easy for gyms to extend training and nutrition remotely without spending time and money to create it on their own.”

The technology uses artificial intelligence (AI) to create workouts and meal plans that fit the users’ specific needs.

“The Meal Plan Module is really a game-changer for gyms,” said Bejan. “It’s a new service that can be offered and an integral piece of health and wellness that members and clients need. It allows gyms an even deeper holistic approach.”

Monetizing Your App

A gym’s app should act as a significant new revenue stream as well as a robust value add for members. Attach a monthly fee and operators can expect solid income.

“Facilities can easily expect five to six figures a month by extending their branded app to their communities,” noted Bejan.

When asked how the Youll platform is different from other tech solutions, Bejan points to its flexibility and customization capabilities.

“Other low code platforms with courses or fitness programs can be rigid and not offer much customization,” he said. “Our platform allows fitness facilities to extend their brands in exactly the way they want to represent themselves.”

The Youll platform also translates to meditation studios, spas, wellness businesses, hotels and any entity that wants to offer digital connectivity.

“Facilities need touchpoints with their communities outside of their physical locations if they want to remain relevant and retain members and clients,” said Bejan. “There are so many wins that come with this connectivity, and we’ve worked to make it easy and seamless for operators and owners so that they can extend their brands in this way without spending extra time or money.”

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Zumba and Samsung Health have partnered to elevate global fitness and wellbeing by offering Samsung Health users exclusive access to a variety of Zumba classes led by its expert instructors.

“Zumba is an iconic brand with decades of experience in the fitness industry,” Samsung Health’s Joonil Choi said. “By integrating their dynamic workouts into our app, we will be giving our users more diverse and engaging ways to improve their well-being.”

Alberto Perlman, Zumba’s co-founder and CEO, remarked that the dance fitness company is ecstatic to partner with Samsung Health and extend Zumba’s reach to a wider audience. 

“Our mission has always been to help people achieve happier and healthier lives through dance and fitness, and this collaboration allows us to leverage Samsung’s intelligent health platform to reach millions more,” Perlman said.

The deal with the digital health solutions platform is Zumba’s latest direct-to-consumer move and follows the dance fitness brand’s partnership with the virtual reality workout platform FitXR, announced last fall. The collaboration — referred to as a “game changer” by FitXR co-founder and CEO Sam Cole — was inspired by FitXR’s survey findings, which revealed users desired more dance class options.

At the start of 2024, Zumba unveiled an app, making it easier for Zumba fans to find and book in-person classes as well as access on-demand fitness content for all levels, including HIIT, strength training, and mobility and flexibility classes.

In an interview with Athletech News last year, Perlman hinted at Zumba’s then-upcoming DTC initiatives, adding that for the dance-fitness brand, the primary goal of going to direct to consumer is to get more people familiar with the Zumba brand, ultimately driving them to in-person classes at gyms and clubs.

The high-energy Zumba brand remains one of the most popular group fitness classes at gyms and health clubs worldwide.

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An omnichannel fitness offering is no longer a bonus — it’s a must-have for gym and studio operators looking to level up their business by attracting and retaining members.

All-in-one health and fitness software provider Virtuagym — a trusted software provider to over 9,000 health and fitness businesses, — sees omnichannel fitness as the future, and it’s working to help its clients become digital players.

“Consumers are used to a 24/7 economy, and members want to be able to work out and stay connected with their club of choice whenever, wherever and however they want,” Virtuagym co-founder and CEO Hugo Braam tells Athletech News.

Braam, who co-founded Virtuagym in 2008 with his brother, Paul, has seen firsthand the evolving needs of gyms and studios in a world where nearly 70% of the global population now owns a smartphone. Therefore, he says, having an exceptional mobile app experience with multiple, seamless customer touchpoints is key.

“Being in your member’s pocket 24/7 enables you to instantly connect with them and provide and sell services wherever they are,” he says.

The Virtuagym platform allows fitness brands to house all of their services in one place, connecting with customers anytime, anywhere, with an engaging online community feature, challenges and leaderboards, online training and nutrition plans and home video workout platforms.

“We also have PRO+, a turnkey online membership and engagement content solution,” Braam says. “This enables clubs to combine on-site training with an extensive online offering of training videos and wellness content through their tailor-made app. Our GPS Cardio and heart-rate tracking – combined with integrations with the likes of Garmin – also ensure users can make the most of wearable and performance tracking.”

And, leaning into the burgeoning interest in personal training, Virtuagym also offers a Coach Finder feature, enabling members to browse trainer profiles and purchase personal trainer packages right from home.

Tools To Connect With Members Anytime, Anywhere

Second to a stand-out mobile app experience is providing the right tools and insights to engage and activate members during their journey.

“Do you know the activation rate and engagement in your app? Which personas do you serve, and can you provide them with the digital services they would like to receive? We have deliberately set up our Virtuagym mobile app technology to be flexible and allow turning on and off various modules,” Braam says. 

Fitness operators can adjust modules like nutrition, audio meditation content, a customizable workout library and a community feature with the option to create various channels for different target groups.

“This approach is supported by our custom home screen that can easily embed our management tools for booking or a webshop, but also allows for the inclusion of third-party services or content,” Braam explains. “This allows you to tailor the app experience, which is vital in the member journey.”  

Go Beyond the Four Walls of Your Facility

But it’s more than just offering top-tier tools. As Braam says, the biggest mistake a gym or studio can make is not having a clear engagement strategy.

“The expectations of fitness consumers have fundamentally changed,” he points out. “Where before an individual would expect limited engagement from their club and mostly train within the physical gym, now they want a personalized experience, seamless interaction and the option to workout in the way that best suits their individual needs on any given day.” 

Not providing a forward-thinking and customer-centric approach leaves fitness and wellness operators at a disadvantage and at risk of losing the long-term loyalty of members who are aware of the existing options. 

“People still love exercising within the four walls of their club but engagement is not just about the physical equipment, space and available classes,” Braam says. “It’s also about the way your brand communicates, the personalized opportunities you offer and the sense of community you build.”

The Future of AI in Fitness

Virtuagym launched its first AI-driven coaching solution last year, instantly creating tailored workouts for users based on their specific needs which are shared via a chat interface. 

The tool is integrated within the Virtuagym Fitness mobile app for end-users, connecting them to personalized workouts powered by Virtuagym’s ever-expanding exercise database of over 6,000 exercises.

“It is also linked with other Virtuagym features, such as wearable activity and heart rate tracking, body composition monitoring and nutrition coaching,” Braam adds. “We are working on expanding the capabilities of AI Coach to trainers, health clubs and corporate businesses already using Virtuagym software.”

Despite Virtuagym’s early advancements in AI, Braam says the fitness industry as a whole has yet to make significant strides in adopting artificial intelligence, but he’s confident Virtuagym will be at the forefront. 

“We are still at a very early stage in our understanding and application of the technology, but it can become a game changer,” he says. “At Virtuagym, we know how important it will be to the industry – from improving member personalization to enhancing business efficiency – and want to continue to help drive the new AI-based innovations being created to support clubs and trainers.”

“It is this interface of fitness and technology that gets me excited every day to help build the future of fitness together with our 9,000+ customers worldwide,” he adds.

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What if consumers could achieve their fitness goals with personalized, AI-powered workout planning and guidance for less than the cost of a weekly cup of coffee?

That’s the idea behind Zing Coach, a fitness app backed by health tech company Palta, which just raised $10 million in equity and debt financing in a Series A funding round.

Zing Coach will use the funding to enhance its technology and features, enter new markets and expand its team. Although the app is available globally, Zing Coach says the U.S. is one of its core markets.

“We have experienced exponential growth in the past year, but the vast digital fitness coaching market remains largely untapped,” said Zing Coach CEO Tanya Parfenyuk, who co-founded the app alongside Shaolin Monk Walter Gjergja (Shi Xing Mi).

Since its 2021 release, Zing Coach ($18.99/month or $59.99 yearly) says it’s had over one million downloads and month-over-month user growth of 25%.

“We want to make leading a healthy lifestyle and achieving ambitious fitness goals attainable for all by providing highly personalized workout planning and guidance,” Parfenyuk continued.

Users who download Zing Coach are prompted to answer a few questions regarding their goals and motivations before the app dives into more detailed inquiries regarding their lifestyle, diet, sleep, injuries, activity level and training preferences. The app then uses fitness tests, advanced image recognition and movement analyzers directly from the smartphone to review reps and movement quality, leading Zing Coach to provide the appropriate level of intensity for future workouts.

Personalized Fitness

Last year, the app launched an AI body scan that it says replaces the DEXA scanner with a smartphone, offering insights into body fat and muscle mass. There is also an advanced flexibility test for users to discover personalized stretching workouts based on their unique needs.

The fitness company will also endeavor to improve its AI Coach, which will become available to all Zing Coach users this fall. In time, Zing says it will use its AI Coaching technology for other fitness modalities such as Pilates, yoga and more.  

The high-tech-yet-personal approach has kept Zing Coach users engaged with over a million workouts logged, and users are 29% more likely to continue using Zing Coach after the first day compared to competing apps, with 25% more likely to continue for a month or more, according to the platform.

The recent funding round was led by Zubr Capital and Triple Point Capital. 

AI Apps Invade Fitness

Even brick-and-mortar health and fitness clubs are getting into the AI game. 

Luxury club operator Life Time is leveraging artificial intelligence with the help of Microsoft, launching L.AI.C, an AI-driven companion for its members. 

The new feature will first be available to beta users, offering quick answers to simple questions regarding club descriptions, hours and offerings. In the future, L.AI.C will provide members with personalized class suggestions, class and court reservations, tailored workout programs and answers to wellness-related inquiries.

“AI advancements are unstoppable, and we’re embracing this opportunity to provide our members with experiences that will only get better and better – just as we have committed from the start,” Life Time founder and CEO Bahram Akradi said of the new offering.

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