Genesis Health Clubs is growing—again.

The privately owned, Kansas-based club operator is adding eight Esporta Fitness locations to its portfolio, expanding its footprint in Kentucky and marking its entry into Arkansas and Louisiana.

The newly acquired clubs—acquired from LA Fitness parent Fitness International LLC and located in Lexington, Louisville, Little Rock, Baton Rouge and Slidell—will now operate under the Genesis Health Clubs banner, bringing the company’s total club count to 77.

The deal follows a successful 2024, when Genesis Health Clubs acquired Saw Mill Club’s two locations in Mt. Kisco, New York and The Atlantic Club’s Manasquan and Red Bank clubs in New Jersey. 

Rodney Steven, president of Genesis Health Clubs, confirmed in a LinkedIn post that the latest move will welcome 250 new employees and thousands of new members into the Genesis Family. 

“These are stunning facilities with strong teams in place, and we have big plans to elevate the member experience—upgraded equipment, expanded group fitness, top-tier personal training, and enhanced amenities,” Steven wrote. “Genesis isn’t just about working out—it’s about community, results, and delivering the best fitness experience possible. We can’t wait to make an impact in these new cities.”

Genesis Health Clubs offers members access to state-of-the-art equipment, group fitness classes, personal training, meal prep and location-dependent amenities like indoor pools, basketball courts, steam rooms, saunas, tennis and childcare.

The recent growth has also created opportunities for fitness professionals, as Genesis Health Clubs is actively seeking Regional Club Managers with multi-unit management experience, according to a LinkedIn post.

LA Fitness, under its parent company Fitness International LLC, launched the Esporta Fitness brand in 2020, using the new name to rebrand several LA Fitness locations across the U.S.

By 2022, Fitness International introduced Club Studio Fitness — a high-end, amenity-packed club concept. The brand currently has 18 locations, a handful of which are coming soon, including one in Coconut Grove, Florida, a blossoming hub for premium fitness and wellness experiences that has attracted The Well and JetSet Pilates.

Starting last year, however, Fitness International appeared to signal a phasing out of Esporta, either reverting clubs back to the LA Fitness name or closing them altogether. Following the Genesis Health Club acquisition, only three Esporta locations remain in California, Illinois and Massachusetts. LA Fitness has also shuttered some locations in recent months, including a few that were rebranded from XSport Fitness locations, which were acquired by Fitness International last July.

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Hims & Hers has acquired a U.S.-based peptide facility to advance its personalized treatments and stake a claim in peptide innovation.

Earlier this week, the Hims & Hers announced its acquisition of Trybe Labs, a New Jersey-based at-home lab testing facility, as it enters the whole body testing space and new areas, such as low testosterone treatment and perimenopausal and menopausal support.

“The future of healthcare must be centered on the customer, which is why our operational structure is built to scale personalized care to more individuals at the highest standard of quality and safety, and with a focus on long-term consistency and availability,” Hims & Hers chief operating officer Melissa Baird said. “We’re building our supply chain to enable more Americans to access care, including personalized treatments designed around their needs. This acquisition is a reflection of our commitment to those goals and our ongoing investment in the customer from start to finish.”

It’s been a busy month for the health and wellness platform. During Super Bowl LIX, Hims & Hers ran it’s first-ever “big game” commercial, reminding viewers that 74% of Americans are overweight while taking aim at high-priced weight loss medications to the backdrop of “This is America” by Childish Gambino.

“There are medications that work, but they’re priced for profits, not patients,” a narrator said during the spot. “This system wasn’t built to help us. It was built to keep us sick and stuck. But not anymore.”

The ad then highlighted Hims & Hers’ offerings, including affordable, U.S.-formulated weight loss medications and personalized treatment plans.

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Celsius Holdings has struck a deal to acquire energy drink brand Alani Nutrition, maker of Alani Nu beverages, for $1.65 billion comprised of cash and stock.

Alani Nu, co-founded in 2018 by entrepreneur and fitness influencer Katy Schneider, offers protein shakes and bars, gummy snacks, “Balance Capsules” and pre-workout powders in flavors such as Cosmic Stardust, Galaxy Lemonade and Hawaiian Shaved Ice.

“Celsius is at a defining moment in the better-for-you, functional lifestyle products movement, and we are thrilled to welcome Alani Nu to the Celsius family,” Celsius CEO and chairman John Fieldly said. “We have deep respect for the strong community of supporters and fans Alani Nu has developed and the authentic brand and partnerships they have formed. Together, we expect to broaden the availability of Alani Nu’s functional products to help more people achieve their wellness goals with great-tasting, functional product options at more moments throughout their lives.”

Celsius just released its Q4 and full-year 2024 financial results, reporting $1.36 billion in revenue and a 22% year-over-year increase in retail sales, driven by growing demand for functional, better-for-you products.

“As Alani Nu enters this next chapter with Celsius, I have full confidence that they are the best partner to enhance Alani Nu’s growth and success while staying true to what makes it so special,” Schneider said. “I’m incredibly proud of everything we’ve built and beyond grateful for this amazing community who made it all possible. I’m thrilled for Alani to reach new heights.”

While Alani Nu has the female consumer demographic on lock, the energy drink wars may soon begin to brew as Anheuser-Busch, 1st Phorm and UFC CEO Dana White are set to launch an energy drink line this summer.

Prebiotic Soda Gains Momentum

Another area to watch in the beverage space? The rebranding of soda.

And for anyone who thought healthier-for-you beverages and snacks are passing trend, industry titan Coca Cola is even on board, announcing this week that it’s jumping on the prebiotic soda train with Simply Pop, a line of fruit-forward beverages comprised of prebiotic fiber, Vitamin C and Zinc. The new product is slated to hit shelves later this month in select regions and online via Amazon Fresh.

Simply Pop will go head-to-head with functional soda brand Olipop, which recently secured a $50 million investment from J.P. Morgan Private Capital’s Growth Equity Partners, bringing its valuation to $1.85 billion. Meanwhile, prebiotic soda brand Poppi recently invested ad dollars for a Super Bowl LIX spot and Slice soda brand (which was acquired by cold-pressed juice brand Suja) is currently undergoing a healthy makeover.

On the retailer front, Target is doubling down on wellness this year as it stocks its shelves with more than 2,000 nutrition, personal care, and better-for-you food and functional beverage options—including Celsius and Alani Nu products.

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Fresh off its acquisition of omnichannel yoga brand Y7, FitLab has now acquired New York City-based Mile High Run Club, a boutique running studio with three locations across the Big Apple.

The addition of the treadmill training concept complements FitLab’s growing ecosystem of fitness and wellness brands and comes amid a surge of interest in running, according to recent data from Garmin. 

“Mile High Run Club has redefined the running experience and ushered in a fresh perspective on running,” FitLab co-CEO Brian Kirkbride said. “What was once primarily a solo grind has turned into a high-energy, group-driven activity that people truly look forward to. Before running’s resurgence and the rise of run clubs, Mile High had already perfected an all-weather training experience. Thousands of people have discovered a love for running thanks to Mile High, and we’re thrilled to bring such an innovative, culture-shifting brand into the FitLab family.”

Founded in 2014, Mile High Run Club’s NoHo, NoMad and UES clubs offer coach-led treadmill training for runners of all levels within a club-like setting with mood lighting and electrifying music. Personalized training programs are also offered for those preparing for half and full marathons and could stoke interest from those gearing up for Hyrox’s upcoming endurance event this May in New York City.

“We’ve always believed that anyone can develop a passion for running if they have access to the right environment, training programs and coaching,” Mile High Run Club CEO and founder Willy Heath said. “We’ve worked hard to prove this in New York City, and with FitLab’s backing, we’re excited to inspire even more people to embrace running and reap its rewards.”

The California-based FitLab, founded by former Nike and New Evolution Ventures execs Kirkbride and Mike Melby in 2019, secured $65 million in strategic financing last March as it advances its multi-brand performance lifestyle company. 

In 2024, FitLab inked a deal with Nike to launch Nike Studios, acquired equipment manufacturers Assault Fitness and RPM Training and partnered with GoSaga, an investment and scaling firm focused on health, wellness, fitness and beauty brands. In addition to Y7 and Mile High Run Club, FitLab’s portfolio also includes action sports and training brand Electric, fitness app Fitplan, boutique weightlifting concept Racked, endurance racing company Ragnar, HIIT-based Sanctuary Fitness and XPT, a performance wellness brand founded by Laird Hamilton and Gabby Reece, which is set to open a studio in Newport Beach, California.

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Interactive Strength Inc., maker of fitness equipment under Clmbr and Forme, has struck a deal to acquire German-connected fitness and equipment company Sportstech, which sells indoor fitness equipment like the sBike Lite, sWalk Treadmill and sTread Fold.

A binding transaction agreement has been signed and the deal is expected to close in early April. Sportstech serves customers in Germany, Austria, Switzerland, France and Spain.

“At Sportstech, we’re focused on a world where fitness and health are accessible to everyone and attractive to anyone,” Sportstech founder and CEO Ali Ahmad said. Ahmad founded the company in 2012 and will join the TRNR board upon closing of the deal.

“TRNR’s equipment, distribution and finance experience as well as its Nasdaq listing represent the resources our employees and customers need to grow our fitness community without sacrificing quality of experience or outcomes,” Ahmad continued. “We’re very excited to bring our mission of helping everyone achieve their fitness goals to even more people, across more markets.”

TRNR founder and CEO Trent Ward stated that the deal is a huge leap forward for both companies — one that accelerates their joint ability to serve both consumers and businesses and grow globally. Ahmad and Ward both discussed the opportunities in the health and wellness market during a fireside chat at the Connected Fitness & Health Summit.

“In Ali and Sportstech, we have the ideal partner – an experienced and successful founder of a highly complementary fitness platform who bootstrapped his way to eight figures in profitable revenue and is motivated to grow even further and faster,” Ward said. “This is a proud day for the teams from both companies and a major boost for our ability to create shareholder value.”

Last December, Interactive Strength secured exclusive distribution in Metropolitan France and French Regions with French training and equipment brand Planet Fitness SAS — a three-year agreement that will yield a minimum commitment of 162 Clmbr units for Planet Fitness SAS.

“The global health and wellness market is growing, but also fragmented,” Ward added. “There’s a significant opportunity to create shareholder value by consolidating a portfolio of quality businesses that offer a variety of equipment, training and content to different types of customers, across many markets. Sportstech is exactly that kind of business, with an experienced, sophisticated team that’s also passionate about fitness.”

Before the announcement, Interactive Strength noted that Germany is the second-largest fitness market —second only to the U.S.—and is expected to be worth an estimated $6.8 billion by 2027. In a post on its website, the company stated that international expansion is one of the key pillars of its growth strategy, highlighting that it had established a presence in France, Saudi Arabia, Indonesia and the UAE in 2024.

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Barre3 is off to a strong start this year, having just acquired San Diego-based barre brand Studio Barre. The move adds 11 studios across California, Montana, Rhode Island and South Carolina under the Barre3 banner.

Last fall, the omnichannel Barre3 stuck a similar deal to convert three Barre Centric studios, a New York-based barre brand.

“When I first envisioned Studio Barre, my dream was to build a space where people could come together, challenge themselves, and grow,” Studio Barre founder Shannon Higgins said. “Above all else, Studio Barre has always been about community—welcoming, supportive, and inclusive. Today, that community has found its new home with Barre3. As we embark on this exciting new chapter, I am filled with gratitude and excitement for what’s to come.” 

Sadie Lincoln, Barre3 CEO and co-founder noted that she is impressed with the owners of the Studio Barre studios and is honored to welcome them into the Barre3 network.

“These women are driven by purpose and passion and really eager to grow their respective business’ with the support of Barre3,” Lincoln said. She was recognized last year as Entrepreneur of the Year by Ernst & Young Mountain West and named to the Forbes 50 Over 50 list. “This combination of purpose and drive is powerful, and I can’t wait to see the positive changes we collectively make as we enter this new era of growth together.”

The newly acquired Studio Barre studios will be rebranded as Barre3 over the next seven months.

Barre3 recently hit a new milestone: 200 studios open and in development and announced further international expansion is on the horizon, as well as acquisitions and studio conversions.

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Y7, an omnichannel yoga brand with a bicoastal presence and studios in New York, California and a studio in Austin, Texas, has been acquired by FitLab. It’s the latest move from the multi-brand performance lifestyle company, having secured $65 million in strategic financing last March. 

The terms of the deal were not disclosed.

Last year was a busy one for FitLab; the company struck a deal with activewear leader Nike to launch Nike Studios, acquired both equipment manufacturer Assault Fitness and performance equipment and apparel brand RPM Training and partnered with GoSaga, an entity that invests in and scales health, wellness, fitness and beauty brands. 

The addition of Y7 adds to FitLab’s already-massive portfolio, which also includes Sanctuary Fitness, Yoga Vida, and Laird Hamilton and Gabby Reece’s XPT, an extreme performance training brand that is prepping to launch a performance wellness studio in Newport Beach, California. 

The deal also comes amid a growing love and appreciation for yoga, particularly among women and high-earners, according the CDC.

Y7 hands FitLab nine studios—a number that is expected to rise. Sarah Larson Levey, Y7 co-founder and yoga instructor, tells Athletech News that she will remain vice president of Y7 as the brand looks to grow. Y7 members can look forward to future collaborations between the brands within FitLab’s portfolio, which Levey shared are already in development.

“Y7 Studio was built on the belief that yoga should be inclusive, empowering, and uniquely personal,” Levey said. “FitLab’s forward-thinking approach to health and fitness makes them the ideal partner for our next
chapter. Together, we’ll continue breaking down barriers in the yoga and wellness space.”

Several vinyasa yoga class types are offered at Y7, some of which are at select locations (such as a breathwork and cold plunge offering at Y7 Silver Lake). Other classes are centered on sculpting and strength. An online component exists for members who can’t make it to Y7 in-studio classes, and for those who want to deepen their practice or become a yoga teacher, there is a yoga teacher training program and continuing education courses.

“Bringing Y7 Studio into the FitLab family is an extremely proud moment for us,” FitLab co-CEO Brian Kirkbride said. “Yoga is a cornerstone of wellness for hundreds of millions of people, and Y7’s innovative approach embodies what FitLab is all about: bold, disruptive brands that resonate deeply with today’s consumers and encourage a greater focus on well-being.”

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Superfood and supplement brand Ancient Nutrition has been acquired by Wellful Inc., and the deal appears to be just the start for the health and wellness platform’s omnichannel ambitions.

Wellful secured Ancient Nutrition from VMG Partners, Hillhouse Investment, and other investors, bolstering its portfolio that features prominent brands such as Nugenix, Jenny Craig, Nutrisystem, Peptiva, Instaflex, Super Beta Prostate and Doctors’ Preferred. 

“The acquisition of Ancient Nutrition establishes Wellful as the largest independent vitamin, mineral and supplement platform in North America,” said David Gassko, a partner at Kainos, the private equity firm backing Wellful. He added that Wellful continues to have “amply dry powder” to invest in its brand portfolio, including future acquisitions.

Ancient Nutrition CEO Colt Morton will remain at the helm of the superfoods and supplement brand, which sells collagen, protein and active nutrition products, as well as probiotics, vitamins and minerals.

“Partnering with Wellful marks an exciting new chapter in our journey,” Morton said. “Wellful’s resources and our shared vision for innovation position Ancient Nutrition to bring our mission to even more people while staying true to the values and culture that have brought us here.”

Wellful CEO Brandon Adcock noted that the brand has considerable future growth potential.

“Ancient Nutrition fundamentally stands for something within the industry and delivers real results to its customers,” Adcock said. “We’re very excited to further strengthen the brand and to expand the product portfolio that customers have come to know and trust.”

Capitalizing on Healthier Options

Supplements are among the key trends industry experts predict will see significant growth in 2025. The category has certainly captured the attention of Gen Z, who are increasingly reaching for pre-workout blends, often inspired by fitness influencers dominating social media. Beyond Gen Z consumers, an overall interest in healthier foods and beverages have set the stage for nutrition, ready-to-drink and “better for you” food categories to emerging as a focus area for investors and industry titans.

In 2024, Keurig Dr Pepper made a play for energy drink and nutrition supplement brand Ghost, while Simply Good Foods Co. acquired Only What You Need (OWYN), a plant-based and ready-to-drink protein shake brand, for $280 million. In a similar deal, Molson Coors secured a majority stake in Zoa energy drinks.

Prenetics, a health sciences biotech company that co-launched IM8 with David Beckham, followed suit, acquiring Europa Sports Partners, one of the largest sports nutrition distributors, which includes supplements and sports drinks. In the food sector, PepsiCo acquired Siete for $1.2 billion, eager to add its flavorful Mexican-American food products (many of which are Whole-30 approved) to its massive portfolio.

And while keto-friendly and high-protein brand Magic Spoon hasn’t yet been acquired, it has likely piqued the interest of major food corporations. In the meantime, the colorful breakfast food and snack brand has just introduced its healthier spin on granola.

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