The HFA Show 2025 is almost upon us.

Set for March 12-14 in Las Vegas, this year’s show will mark the first event held under the new Health & Fitness Association name, featuring an expanded conference lineup, a robust trade show floor and keynote speakers including Alex Rodriguez and Anytime Fitness founder Chuck Runyon. 

To get you primed and ready for this year’s HFA Show, Athletech News breaks down some of the key trends shaping the fitness and wellness industry in 2025, and previews how these topics will feature in the panel discussions, floor exhibits and networking conversations you’re sure to experience during your three days in Vegas. 

What’s the Fitness Industry’s Future in Washington, DC?

Say what you will about Robert F. Kennedy Jr.’s “Make America Healthy Again” movement, but the fitness industry has something going for it that it hasn’t for a long time, if ever: a voice in Washington, D.C., that’s receptive to the power of exercise in driving healthcare reform. 

Speaking during the ATN CEO Summit in January, HFA leaders Mike Goscinski and Jeff Solsby discussed how the fitness industry’s top trade association was preparing for the administration of President Trump. 

“We’re super excited because we’re facing an administration (where) for the first time … we see a receptive voice to understanding the benefits of physical activity and the intervention that’s needed from the federal government to allow more people to have access to it,” Goscinski said. 

What could MAHA mean for the fitness industry? It might lead to more support for legislation like the PHIT Act, a bill that would amend the IRS tax code to allow Americans to spend tax-free healthcare dollars from health savings accounts (HSA) and flexible spending accounts (FSA) on fitness-related purchases like gym memberships and equipment.

In the absence of legislation like PHIT, major fitness brands including Orangetheory, F45 Training and ABC Fitness are taking matters into their own hands, partnering with telehealth platforms designed to simplify the currently time-consuming process of using HSA and FSA funds on fitness purchases.  

What To See at HFA Show 2025:

The fitness industry’s opportunity under the Make America Healthy Again movement is sure to be a hot topic of conversation at this year’s HFA Show. 

During a special panel discussion called “The Role of Advocacy in Advancing & Protecting the Industry,” Goscinski and other industry leaders, including ATN founder and CEO Edward Hertzman, will take the stage to discuss the fitness industry’s ongoing advocacy efforts in DC and with state lawmakers. 

Longevity Makes Its Way Inside Clubs & Studios

The business of longevity is booming – and gyms, clubs and studios are getting in on the action. 

Luxury brands like Life Time and Equinox now offer their members access to services including weight-loss support, biomarker blood testing and personalized health plans (for an extra fee), pushing us closer to a reality where the gym replaces – or at least competes with – the doctor’s office. 

High-value, low-price (HVLP) gym brands including Crunch Fitness, Chuze Fitness and EōS Fitness are getting in on the action too, adding everything from infrared saunas to massage guns to body-scanning technology. 

Another big trend in the longevity movement: strength training. Fitness brands are increasingly touting the benefits of lifting weights for longevity, and for good reason. Studies continue to show that preserving muscle mass as we get older is one of the best ways to maintain independence into old age. 

What To See at HFA Show 2025:

Longevity will take center stage at this year’s HFA Show, where Technogym will lead an education session called “Strength for Life: Building a Personalized Resistance Training Plan for Longevity.”

Brands to look for on the trade show floor include Evolt, which raised $20 million last fall. The Australia-based company makes an advanced body-composition scanner that can distinguish between fat and muscle and measures 40 body health parameters. Evolt has notably partnered with top fitness brands including Anytime Fitness. 

InBody, whose body-composition analyzers are found inside top clubs including Life Time, will showcase innovations including its InBody Touch – an interactive touchscreen kiosk that seamlessly integrates with InBody products – and the InGrip, a handheld dynamometer that measures handgrip strength. 

AI-Powered Personalized Fitness Is (Finally) Here

Artificial intelligence has long been touted as the key to creating personalized fitness routines and changing the look and feel of the gym floor. Many experts believe the future of in-person fitness will be forever changed by AI and tech. 

“I think in the next 5, 10, years in the U.S., you’re going to see transformative changes within gyms, where technology and AI – and personalization of training programs – is going to take place,” Marc Magliacano, a managing partner at private equity firm L Catterton, said during ATN’s DISRUPT video series earlier this year.

What might these changes look like? The HFA Show 2025 might give us a glimpse.

What To See at HFA Show 2025:

Fresh off a $200 million funding round, EGYM will showcase tools including EGYM Genius, an AI-powered system that creates personalized workout routines for users and connects the entire gym floor. The Munich-based fit tech giant will also showcase new tools such as its M20 Smart Strength Squat and “Squat Flexibility Test,” which assess people’s mobility, strength and balance during the squat movement.

Not to be outdone, Technogym just launched “healthness,” its new vision for the convergence of personalized fitness, wellness and healthcare. At this year’s HFA Show, the Italian fitness equipment and tech giant will showcase innovations like Biostrength, a machine circuit designed to take the guesswork out of strength training by providing AI-powered, personalized workout routines.

Biostrength complements tools like Technogym Checkup, which uses AI to give users their “wellness age” based on factors including body composition and analyzing strength performances, balance, mobility and cognitive abilities. 

Education sessions at HFA Show 2025 induce, “AI Unleashed: Transforming the Health and Fitness Experience,” a panel where industry leaders including ALTA Technology Group’s Al Noshirvani explore how artificial intelligence is revolutionizing the fitness industry. 

Equipment Makers Go All-In on Strength

No HFA Show would be complete without a vibrant trade show floor. This year, traditional equipment makers are planning to showcase exciting launches that offer new takes on old fitness favorites.

In line with industry trends, expect to see a heavy dose of strength training at HFA Show 2025. 

What To See at HFA Show 2025:

Matrix Fitness has teased that it’ll be unveiling ten new additions to the brand’s Magnum series of Plate-loaded strength machines at at year’s show. The Johnson Health Tech-owned brand will also showcase its Matrix Stretch Platform, an elevated stretching set-up that’s designed to provide a more comfortable and effective stretching experience than the floor. 

Life Fitness is also going all-in on strength. The Illinois-based equipment giant will debut three new additions to its famous Hammer Strength plate-loaded line: the Pendulum-X Squat, the Super Fly and the Multi-Squat. 

Life Fitness will also offer HFA attendees a first look at its new inclusive cable system, a functional cable training set-up that the brand says engages every muscle group in the body. Life Fitness will also showcase its new Symbio cardio line and digital products including Facility Enhance on the trade show floor in Vegas.

Torque Fitness, a Minnesota-based maker of home and commercial gym equipment, will showcase its all-new Tank M3, a reimagined take on the traditional push sled. Torque also plans to present additions to its X-Create functional training line including hip thrust, back extension, hip abductor and cable machines, along with new dumbbells and Olympic lifting platforms.

On the cardio front, Torque will unveil the Stealth Air Rower, which the brand says is more durable and offers a wider range of resistance settings than other rowing machines on the market.

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C4 Energy is aiming for a slam dunk with a NIL initiative, C4 Bracket Breakers, signing one player from each men’s and women’s basketball team to compete in upcoming collegiate events. Johni Broome, Mark Sears, Madison Booker, and Lauren Betts are among the athletes featured on the 128-player roster.

The latest move from the energy drink brand follows its national ad campaign, “Made for Athletes. Certified for Sport,” highlighting the NSF certification of its C4 beverages.

“The energy, passion and culture of college basketball aligns perfectly with our brand,” CMO Robert Zajac said. “By assembling the C4 Bracket Breakers squad, we’re not just celebrating the athletes—we’re supporting their journeys, their victories and the unforgettable moments that define the competition with a safe product that they use and trust.”

The athletes will be featured in several formats, including athlete-driven storytelling and exclusive locker room content.

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For years, fitness and wellness professionals have relied on a combination of movement, behavior change, nutrition and recovery strategies to help clients reach their health and performance goals. But one area of science, despite its growing body of research, has remained largely untapped in fitness programming: the microbiome. 

This complex ecosystem of trillions of bacteria and other microorganisms plays a crucial role in everything from metabolism and immunity to mental health and physical recovery. Yet for most gym owners, trainers and wellness professionals, the microbiome remains an abstract concept rather than a practical tool.

Jona, a company specializing in AI-driven microbiome analysis, is working to bridge that gap by turning gut health insights into actionable strategies. Through artificial intelligence (AI), the company deciphers microbiome patterns and cross-references them with thousands of scientific studies, offering a new way for fitness professionals to personalize training, recovery and nutrition programs.

“The microbiome is one of the most complex and dynamic systems in the body and, until now, it’s been incredibly difficult to interpret,” says Leo Grady, PhD, founder and CEO of Jona. “With AI, we’re able to bridge the gap between scientific discovery and real-world application, making microbiome insights truly actionable.”

The ability to analyze an individual’s microbiome offers fitness professionals a new layer of insight into client health. When the microbiome is balanced, metabolism functions efficiently, helping to prevent weight gain and blood sugar imbalances. A client struggling with low energy and slow recovery times may have an imbalance in their gut bacteria affecting metabolic efficiency or inflammation levels. 

Another client or member dealing with brain fog or mood instability may be experiencing disruptions in the gut-brain axis. Even factors like hormone regulation and skin health have been linked to the microbiome, meaning trainers working with clients through menopause or those focused on longevity may find value in these insights.

A Competitive Advantage for Wellness Providers?

Jona’s approach goes beyond simply identifying bacteria in the gut. By creating a “digital twin” of an individual’s microbiome, the company’s AI platform can simulate how different lifestyle changes — such as dietary shifts, supplementation or adjustments in workout intensity — might impact a person’s overall health and recovery.

This predictive capability allows trainers, health coaches and recovery specialists to move away from a trial-and-error “dart board” approach and instead make data-driven decisions tailored to each person’s custom, biological needs.

For fitness businesses looking to stand out, microbiome testing presents an opportunity to add a profit center and expand beyond traditional services. Gyms and personal training studios, for example, could integrate gut health analysis into personalized coaching programs and training plans. Wellness and recovery centers could use microbiome insights to tailor strategies for stress management, sleep optimization or even skin health. Specialized women’s fitness programs, such as those supporting prenatal and postnatal health, could incorporate microbiome analysis to better understand how gut bacteria influence hormonal balance.

As the industry marches toward personalization, microbiome testing could feasibly become as standard as wearable technology and biometric assessments. While not a replacement for foundational fitness principles or the right education and certification, gut health insights offer a new tool for refining training programs. With AI making complex microbiome data more interpretable, fitness professionals can explore a more individualized approach to helping clients reach their goals.

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

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

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

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

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

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

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

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

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

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

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

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

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ABC Fitness and Truemed have joined forces in a game-changing collaboration that could help tens of millions of Americans use pre-tax dollars from their Health Savings Accounts (HSA) and Flexible Spending Accounts (FSA) at nearly 10,000 gyms and studios in the ABC Fitness network across the U.S.

The fitness tech company — the largest in the U.S. — supports more than 31 million gym and studio members. Its new partnership with Truemed, a platform that enables consumers to direct pre-tax funds toward health-related purchases, reinforces its ongoing advocacy for the Personal Health Investment Today (PHIT) Act. The proposed legislation aims to get more Americans active by lowering financial barriers to physical activity through tax incentives.

“Now, more gyms and studios in the U.S. can provide a more convenient process for members to qualify to use pre-tax funds for their gym memberships, training programs and other qualified services—empowering them to take control of their health in a more affordable way,” ABC Fitness president Khal Rai said.

While the fitness industry continues to show support for the PHIT Act, TrueMed has taken the reins to combat the metabolic health crisis that many Americans are facing. The platform streamlines the process of obtaining a Letter of Medical Necessity, which allows consumers to use pre-tax dollars for everything from fitness equipment to studio memberships.

“At Truemed, we believe that being healthy should be accessible and affordable for everyone,” Truemed founder Justin Mares said. “By teaming up with ABC Fitness, we’re making it easier than ever for qualified Americans to use the money they’ve already set aside for health expenses to invest in their fitness. The future of healthcare is proactive, and fitness is a key part of that equation.”

Since its launch in 2023, Truemed has partnered with leading brands such as Peloton, 24 Hour Fitness, CrossFit, Barry’s, Crunch, Hyperice and AG1. Nutrition and supplement company Shed was added to its network last month.

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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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Editor’s note: When this article originally ran in ATN’s Fitness & Wellness Franchise Outlook Report, Sarah Luna served as Xponential Fitness president. She has since left the company

Xponential Fitness didn’t grow to become the largest global franchisor of boutique fitness and wellness brands, encapsulating over 3,000 locations, on a whim. Instead, the brand implements a detailed approach to franchising, simultaneously providing partners with the necessary guidance for success and adequate freedom to operate effectively in their specific markets.

“For us, it’s really about doing what we do well in each of the brands and the locations, owning that modality, and being the best within that particular market,” said Sarah Luna, the former president of Xponential Fitness. “There’s a ton of work, a ton of thought, that goes into it.”

While it may not be shocking to hear that one of the health and wellness industry’s largest brands invests significant time and energy into its franchising strategy, the broad nature of those efforts is rather singular. 

From using cutting-edge software to developing close connections with franchisees, Xponential covers all corners of the franchising game with its Club Pilates, CycleBar, StretchLab, BFT, Pure Barre, Rumble Boxing, YogaSix, and Lindora locations.

Foundations for Franchising 

Xponential does its homework before adding a new location to its network, or rather, it deploys tools that do it. With Buxton, a consumer technology software system, Xponential can determine whether a potential new location will succeed or not before putting pen to paper. 

“We run all of the data through Buxton and we do that in advance of purchasing a company and adding it to our portfolio,” Luna explained. “We want to know everything about the customers and the members that make that location successful. Next, we extrapolate that across the entire U.S. to understand how many other pockets of lookalike customers there are available and then what type of AUVs that produces for a franchisee.”

Xponential takes that data and determines what type of margin it will provide for franchisees and whether or not it’s scalable in certain locations. This all helps Xponential make informed investments and monitor them for years to come as well. 

“It’s that groundwork, even prior to jumping into a brand,” said Luna. “Then, once we have a brand underneath our roof, we’re constantly running that data through the Buxton system to see how customer cohorts have shifted, even to the level of having our marketing initiatives shift the type of customer that we’ve brought in.”

Relationships & Communication

From the application process all the way through to year 10, 20, or 40 of being a franchisee, Xponential also prioritizes communication with its partners. Doing so helps everyone involved understand where their responsibilities lie and relay growth. 

“Our take is that it’s a relationship business at the end of the day and that relationship starts prior to a franchisee becoming a franchisee,” Luna said. “We establish strong lines of communication and engagement so they know what decisions they ultimately get to make at the local level and which decisions we make as a franchisor. Franchisees can run their business, but it still makes sense and still is complimentary for the larger brand.”

Xponential partners are often delegated tasks that use their tighter pulse on their market to everyone’s advantage, such as acquiring marketing assets or securing promotions. Communication from the HQ level involves the usage of Xponential’s cutting-edge tools, including a one point sales system that identifies trends and communicates findings to partners for them to adapt to. 

“We’re able to see the red lights and the green lights and when things are starting to either accelerate or decelerate,” said Luna. “Then we give those KPIs to our franchisees so that they know they have a blood test, a litmus test, at the local level, and know what’s happening within their own business. They can raise their hand and tag in the corporate team, or vice versa and we can help them navigate the business.”

A Detailed Approach to Scaling 

While these advanced solutions and omnipresent communication have their place in spurring franchise success, simple concepts like a consistent feel and atmosphere remain important when scaling as well for Xponential. 

“It starts with the ambiance of the location,” said Luna, when asked how Xponential makes sure all its sites have the same energy beyond its flagship ones. “What does the floor look like, to the millwork and to the painting? That’s going to set a very particular tone. Same thing with the lighting and the smell. It’s tapping into all the different senses of a customer.”

This replication effort extends out to the staff as well. Xponential makes sure that its brands facilitate the same experience no matter where their buildings are and who’s working inside of them. 

Xponential coaches its franchise partners on what to look for when hiring trainers or instructors. While a keen understanding of what health or wellness modality is being facilitated helps, it’s whether or not someone possesses a strong drive that makes or breaks their candidacy. 

“We’re training the front desk employees to the instructors and making sure there’s continuing education,” said Luna. “You’re bottling up that excitement and the coaching so that the end customer, no matter if they’re in Waco, Texas or in Anchorage, Alaska, they’re getting that same experience.”

“They’re not necessarily looking for the most technical coach or instructor, but they’re looking for someone who has a type of enthusiasm, passion and excitement for the brand who can be taught the technique, various classes and class formats,” Luna explained. “It’s really about getting the ambience right, the location right, tapping into the customer senses, and then from there, making sure that you’re continuing to hire and deliver an incredible product each and every day.”

This article originally appeared in ATN’s Fitness & Wellness Franchise Outlook Report, which explores the essential questions that can help determine if a franchise aligns with your personal and professional aspirations. Download the free report.

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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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Virtuix Studios, which raised more than $5 million in 2023 for its gamified platform, has officially launched Treks—an immersive fitness tourism experience that takes players on virtual adventures using the company’s Omni One full-body VR system. The system allows users to not only walk and run, but also crouch, kneel, jump, strafe, and even backpedal within virtual worlds.

The first release of Treks, $29.99, features guided tours through the Grand Canyon, Niagara Falls, New York City and Saudi Arabia, taking players on an immersive journey. According to Virtuix, an hour of walking in Treks can burn roughly 500 calories.

“With Treks, you’re not just watching these destinations—you’re moving through them,” Virtuix CEO Jan Goetgeluk said. “It’s a great way to stay active while exploring some of the world’s most iconic places. Fitness and adventure go hand in hand, and Treks brings that to life in a whole new way.”

Virtuix’s system includes a treadmill-like platform that lets players wearing a VR headset walk or run safely in any direction, secured in an adjustable support vest attached to a metal arm, allowing for 360-degree movement within a virtual world.

Last month, Virtuix added several new VR games and fitness experiences to the Omni One store, such as Arizona Sunshine Remake, Arizona Sunshine 2, Into The Radius and new games such as Thief Simulator VR, Everslaught Invasion, Totally Basketball and Motion Soccer. 

“The excitement around Omni One has been tremendous, and with these new additions, we’re giving our players an even larger variety of experiences to stay active and fit while playing video games,” Goetgeluk said.

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InBody, a medical-grade device company renowned for its body composition analyzers, will be at HFA 2025, inviting attendees to explore its latest innovations, including the InBody Touch – an interactive touchscreen kiosk that seamlessly integrates with InBody products – and the InGrip, a handheld dynamometer that measures handgrip strength.

InBody can be found at booth #1952 during HFA 2025, taking place March 12-15 in Las Vegas, Nevada.

Attendees can also participate in the InGrip Challenge, where they can measure their handgrip strength using the InGrip and compete for a chance to win a prize. 

“Grip strength is not only important for everyday activities and athletic performance, but it’s also an indicator of overall health and has been linked to longevity,” said Daniel Park, InBody’s vice president of sales.

Additionally, a scavenger hunt will guide participants through partner booths to learn more about InBody technology.

“At the end of the day, InBody can positively impact millions of peoples’ health journeys only with the support of our partners,” Park added. “They believed in our company, technology, and vision, and they’ve been able to use this transformative technology to actually change lives. Whether it’s helping someone see tangible progress to stay motivated in their fitness journey or revealing a muscular imbalance affecting an athlete’s performance so they can fine-tune their training, none of these wins would be possible without our partners. Together, we’ve accomplished so much, and there’s still so much more good to do.”

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Eating just two cups of mango a day can help lower insulin concentrations and improve insulin sensitivity in overweight or obese adults with chronic low-grade inflammation, according to new research.

The study, conducted at the Illinois Institute of Technology and published in Nutrients, brings a sweet and antioxidant-rich way for individuals to reduce their risk of chronic conditions, such as type 2 diabetes, in under roughly 100 calories. 

The study compared the consumption of fresh mangos to calorie-matched Italian ices in 48 adults aged 20-60, examining their effects on inflammation and insulin sensitivity in overweight and obese adults with low-grade chronic inflammation.

Those who ate mangoes saw a significant reduction in insulin resistance and improved blood sugar levels, and after four weeks, experienced significantly lower insulin concentrations compared to the beginning of the study. Those in the mango grouping also saw stable body composition, while the control group saw a “slight but significant increase in body weight,” researchers noted.

“Managing blood glucose isn’t just about monitoring blood sugar levels—it’s about improving insulin sensitivity,” noted Indika Edirisinghe, PhD, Professor of Food Science and Nutrition. “Our study suggests that adding fresh mangos to the diet can be a simple, enjoyable way for people who are overweight or have obesity to support better insulin function and reduce type 2 diabetes risk.”

Additional findings showed that inflammation markers and glucose levels weren’t significantly different between the two groups, deeming mangos a “heart-healthy swap for calorically comparable sweet treats.” No differences were noted in terms of fasting total cholesterol, LDL cholesterol, HDL cholesterol or triglycerides, according to the study.

“The improvement in insulin sensitivity in the mango group, without changes in body weight, is noteworthy – which counters misconceptions about mangos’ natural sugar content and impact on obesity and diabetes,” Edirisinghe added.  “These findings support previous research showing that eating mango does not lead to weight gain, and while the exact mechanism is still unknown, the role of improved antioxidant status from mango consumption may be the mediating factor on blood glucose control.”

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Bloom Nutrition, the wellness brand founded by Mari Llewellyn, a fitness and wellness influencer-turned-entrepreneur, is expanding into a new category — one that’s picking up steam this year: low-sugar, functional soda.

Enter Bloom Pop, a better-for-you, gut-supporting twist on traditional soda, unveiled at Expo West 2025, the West Coast’s annual natural and organic products trade show.

“What we do best at Bloom is reimagine wellness essentials with flavor and function,” Bloom co-founder Mari Llewellyn said. “Made with a scientifically-backed prebiotic and flavor we’ve perfected, Bloom Pop is our answer to what our fans feel the modern soda category is missing: a truly tasty and functional drink. We will continue to reach our community as we always have—by making it easier for them to bloom into their best selves.”

The new functional sodas will launch in five flavors, including Shirley Temple, Raspberry Lemon and Orange, and are expected to hit shelves around Labor Day at Walmart and other major retailers. The functional soda will contain 20 calories and 3-4 grams of sugar, aligning with the growing consumer preference for low-sugar options.

The Bloom brand has successfully captured the attention of Gen Z and millennials, particularly women interested in fitness and wellness. Many have followed its blonde founder and podcast host since 2017, when she posted a before-and-after photo on Instagram documenting her 70-pound weight loss — a transformational post in more ways than one, as it quickly cemented her status as a go-to source for fitness motivation and then CPG empire.

Nutrabolt, the company behind C4 Energy, made a significant minority investment in Bloom Nutrition last January, making it Bloom’s largest investor. At the time, Bloom Nutrition focused on supplements in the greens and superfoods category, including pre-workout blends, whey isolate proteins, collagen peptides, collagen creamers and blending accessories — all secured shelf space at major retailers like Walmart, Sam’s Club and Target. By July, Bloom Sparkling Energy hit the market, an energy beverage with prebiotics that sold over three million cans within its first two and a half months.

“Our partnership with Bloom is focused on driving beverage innovation and bringing Mari and Greg’s vision to life,” Nutrabolt chairman and CEO Doss Cunningham said. “Bloom Pop is a prime example of what we can accomplish together and further solidifies Bloom’s leadership in the beverage category.”

If 2024 kicked off the era of energy drinks, 2025 is shaping up to be the year of the great soda edit. 

Functional soda brand Poppi poured big bucks into a Super Bowl LIX commercial last month, poking fun at the traditional soda industry with an ad that showed young consumers tempted by soda but hesitating over its sugar content — before ultimately cracking open a can of Poppi’s colorfully-branded prebiotic soda instead. The company sells low-sugar functional sodas in eight flavors, including Classic Cola, Doc Pop and Lemon Lime.

Olipop, another low-sugar functional soda brand touting beverages with prebiotics, plant fiber and botanical extracts, recently secured a $50 million investment from J.P. Morgan Private Capital’s Growth Equity Partners, bringing its valuation to $1.85 billion. The brand plans to expand its already extensive flavor line-up and retail presence.

Other contenders in the healthier soda category include Slice soda brand, which was acquired by Suja to give it a healthy makeover with the addition of pro, pre and post-biotics and Culture Pop Soda, a soda alternative with live probiotics, which landed a $21 million investment last year.

If there was any doubt that the healthy soda trend isn’t just a passing fad, look no further than an industry titan like Coca-Cola launching its own take on the prebiotic soda category with Simply Pop.

“We found that consumers, especially wellness-focused Gen Z-ers and millennials, were really interested in juice and prebiotic sodas,” said Becca Kerr, CEO of Nutrition at Coca-Cola.

The new fruit-forward line contains 25-30% real fruit juice from concentrate, includes Vitamin C and zinc, and has no added sugar. Interestingly, it pulls from Simply, which originally launched as an orange juice brand in 2001. Coca-Cola believes the brand recognition will resonate with those who are “curious” about prebiotic sodas but haven’t yet taken the leap. 

“Gen Z grew up with this brand,” noted Terika Fasakin, Simply’s North America brand senior director. “They don’t remember a world where Simply doesn’t exist, and it’s the juice they’ve seen in the fridge throughout their lives, so it has a particular tug on their heartstrings.”

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​​A Colorado-based startup is giving coaches a powerful new tool with its blend of Olympic-level coaching methods and AI-powered programming: WhichWeight.

Born out of Kinesis Integrated in Boulder, Colorado, a well-known training hub for elite athletes, WhichWeight gives coaches and athletes a smarter way to approach strength training.

The startup recently unveiled its new website and several new partnerships, arriving at a time when endurance training is gaining momentum and in-person events from brands like Hyrox and CrossFit are drawing serious fitness competitors. 

“Endurance athletes have long struggled to maximize their performance due to one key missing piece…effective strength training,” WhichWeight co-founder and CEO Chris Lee said. “When I coach Olympians, how well they can move their bodies outside their sport is clearly the ultimate game changer. Our platform guarantees athletes seamlessly integrate the right training at the right time, with their overarching goal in mind…setting a PR!”

The AI-powered platform’s strength programs update in real-time based on athlete data and performance and gives coaches the ability to instantly assign individualized strength phases that align with the entire season. A coaching dashboard also tracks progress and flags potential injury risks.

So far, WhichWeight has been quickly endorsed and adopted by elite endurance coaches and teams. In the last year, the brand has named several partnerships, including ones with Katie Cope Running, Jessica Schnier, Blue Collar Endurance Training, MultiSport, BigMetz and Coach Kallup at Lions Den Fitness.

“Speed usually comes at the cost of precision. Not with us,” WhichWeight CTO Jacob Carlson said. “We’re giving them a scalable, Olympian-backed tool that enhances how they train endurance athletes in a fraction of the time.”

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In the age of (dis)information, fitness and wellness advice is everywhere on social media platforms like TikTok and Instagram—much of it misleading, entirely false or even dangerous. Now, new research has officially debunked one trend: cycle syncing, a concept pushed by fitness influencers that encourages women to time their workouts according to specific phases of their menstrual cycle to boost muscle growth.

At a time when more women are embracing strength training for its wide-ranging benefits, the concept might seem like the ultimate gym hack— but not so, according to a new study from McMaster University published this month in The Journal of Physiology.

The study involved 12 healthy young women with regular menstrual cycles, which were tracked using blood and urine tests to accurately determine their cycle phase. Participants also ingested a tracer molecule, a special substance that helps track and measure protein levels in the body. Each participant completed two exercise trials—one during the late follicular phase (when estrogen is high) and one during the mid-luteal phase (when progesterone is high). In each phase, they performed resistance training.

Ultimately, the research team found that the menstrual cycle phase had no effect on muscle protein production—muscles responded about the same in both phases.

“Our findings conflict with the popular notion that there is some kind of hormonal advantage to performing different exercises in each phase,” said Lauren Colenso-Semple, lead author of the study and a former graduate student in the Department of Kinesiology. “We saw no differences, regardless of cycle timing.”

As she noted on LinkedIn, the lack of difference should be considered welcome news for female fitness enthusiasts.

“Women can ditch the confusing and complex cycle syncing recommendations and ignore any fearmongering about oral contraceptives,” she wrote.

The study’s supervisor, Stuart Phillips, the Canada Research Chair in Skeletal Muscle Health at McMaster, noted that the work shows that women who want to lift weights and recondition their muscles should feel free to do so in any phase of their cycle.

“It is important to tailor your training to how you feel,” he added.

The researchers highlighted the need for more studies focused on women’s health, specifically research that examines how natural hormonal changes during the menstrual cycle—as well as external hormones like birth control— influence muscle growth and strength over time, using a more rigorous approach than in previous studies.

Some proponents of cycle syncing, however, praise the approach not just for fitness but for other areas of life as well, from skincare routines to social engagements and even scheduling certain activities for times when they feel most energized.

There’s no doubt about it—hormones are complex and woefully understudied. With such gaps in research and women left in the dark, several apps have hit the market to help women navigate their cycles and their transition into menopause, such as Clue and Flo. Smart ring maker Oura and human performance wearable company Whoop are also making strides in the women’s health space.

The post Cycle Syncing: No Muscle Boost, Just Spin, Study Finds appeared first on Athletech News.

Lift Brands, the global wellness company behind Snap Fitness, Fitness On Demand and a minority partner in 9Round and Fitstop has reacquired the Snap Fitness master franchise for the United Arab Emirates, with plans to open a significant number of new locations across the country in the coming years.

The news comes as the UAE continues to attract activity from the fitness industry, with brands like UBX, GymNation, Anytime Fitness and UFC Gym looking to make their mark.

Lift Brands’ EMEA support office team, headquartered in London and led by CEO Kevin Yates, will oversee the UAE operation. The deal sees Dubai-based Afshad Mistry appointed as general manager for the UAE, having held the position for the previous master franchise holder.

In the short term, Lift Brands says its immediate focus is on strengthening the four existing Snap Fitness clubs in the region, including modernization projects already underway at its Media City and Motor City clubs. The brand, which underwent a massive rebrand in 2021l, offers members 24/7 access, monthly contracts, digital content via its member app and personal training within its clubs. Recovery zones are found in select locations.

“Reacquiring the master franchise for the UAE is a hugely exciting move for us,” Lift Brands EMEA CEO Kevin Yates said. “The health and fitness club market in the UAE is projected to reach over $5 billion by 2030, and by driving the Snap Fitness brand centrally, it will help us to rapidly capitalize on this.”

“2024 was an incredible year for Snap Fitness, with our global teams enjoying more franchise and membership sales than ever before,” Yates continued. Last year, the brand opened 44 new locations. 

“We’re on a roll right now and we can’t wait to unlock Snap Fitness’ potential in the UAE and significantly grow our presence there,” he added.

The group confirms it has already received strong interest in the region and will soon begin the search for franchise partners in the UAE.

“Snap Fitness has been leading the charge in the industry since its inception, delivering standout holistic wellness experiences and a versatile business model,” Lift Brands global CEO Ty Menzies said. “Our success lies in our ability to provide unparalleled support for entrepreneurs and local communities while maintaining a world-class fitness offering. The UAE is a key market for us, and we’re excited to welcome more people to the Snap Fitness family and make fitness more accessible, enjoyable and rewarding.” 

In the UK and Ireland, Snap Fitness reached the 100-club milestone last year and kicked off 2025 with a new opening in Raynes Park, London. Globally, the gym franchise plans to open more than 60 clubs this year.

The post Snap Fitness To Expand in UAE After Lift Brands Deal appeared first on Athletech News.

It’s included in every fitness certification exam prep: mitochondria, and for good reason.

Mitochondrial DNA (mtDNA) plays a vital role in cellular energy production, and its stability is crucial for overall cell function. However, disruptions in the balance between mtDNA transcription and replication can lead to various diseases and contribute to the aging process.

A new study led by researchers in Japan has uncovered the role of mitochondrial transcription elongation factor (TEFM) in regulating this balance, offering potential insights for therapeutic advancements. For fitness professionals, understanding mitochondrial function at a deeper level can inform training strategies aimed at optimizing energy production, recovery and overall cellular health.

Published in Communications Biology on February 8, the researchers findings provide a deeper understanding of how mtDNA transcription and replication processes interact, which could have significant implications for health and disease management.

The Importance of mtDNA Regulation

Mitochondria serve as the powerhouse of the cell, generating energy through oxidative phosphorylation, a process that relies on the proper functioning of mtDNA. Unlike nuclear DNA, mtDNA is more vulnerable to mutations and instability, making its maintenance a critical area of study. Previous research has indicated that an imbalance in mtDNA transcription and replication can lead to mitochondrial dysfunction, a hallmark of numerous diseases and aging-related decline.

To investigate how TEFM influences mtDNA maintenance, the research team utilized genome editing techniques to create human cell cultures with TEFM knocked out. The study revealed that TEFM deficiency led to a significant reduction in mtDNA copy number, a decline in 7S DNA levels, and impaired strand-asynchronous replication intermediates — key indicators of mtDNA replication efficiency.

These findings suggest that TEFM plays a crucial role in regulating mtDNA replication, particularly at the heavy-strand origin of replication.

Interestingly, the absence of TEFM also triggered an increase in transcription initiation from the light-strand promoter, as evidenced by elevated levels of mitochondrial transfer RNA (tRNA Pro). However, despite this surge in transcription, the replication intermediates remained significantly reduced, indicating that TEFM is essential for maintaining the balance between these two processes.

Another significant discovery from the study was TEFM’s interaction with DNA polymerase γ (POLG), the primary enzyme responsible for mtDNA replication. This interaction suggests that TEFM not only facilitates transcription elongation but also has a direct impact on replication processes. Understanding this relationship could be key to future therapeutic strategies aimed at mitigating mtDNA-related disorders, such as mitochondrial myopathies, Leigh syndrome, MELAS syndrome, and Leber’s hereditary optic neuropathy.

Implications and Future Research

The study’s findings mark a significant advancement in mitochondrial biology, but many questions remain unanswered. Future research will aim to pinpoint the exact locations of TEFM and POLG interactions on mtDNA and further clarify their role in the overall replication mechanism.

“Our study addresses a fundamental question in mitochondrial gene expression regulation,” said Dr. Takehiro Yasukawa, associate professor at Juntendo University. “By deepening our understanding of TEFM’s role in maintaining transcription-replication balance, we hope to pave the way for new treatments targeting mtDNA-related diseases.”

Given the increasing interest in mitochondrial health within the fitness and wellness industries, this research could have long-term implications for strategies aimed at improving cellular function, longevity and disease prevention. As the scientific community continues to uncover the complexities of mtDNA regulation, the fitness and health sectors may soon benefit from these breakthroughs in ways that extend beyond traditional medical applications.

The post New Study Reveals Key Mitochondrial DNA Mechanism appeared first on Athletech News.

Many fitness executives talk a good game about the importance of physical activity and healthy living. 

Cedric X. Bryant, PhD, FACSM, lives it.

Named president and CEO of the American Council on Exercise (ACE) last year, Bryant has held various leadership positions within the fitness education and certification provider since joining ACE in 2001. Before that, Bryant was an executive at StairMaster, and throughout his impressive academic career in the fields of physiology and exercise science, he’s authored more than 300 articles and co-authored or edited over 40 books

A fierce proponent of health equity and accessibility, Bryant sat down with Athletech News to discuss the link between exercise and chronic disease prevention, share how ACE is working to bring fitness and healthcare closer together, and give his thoughts on the rise of anti-obesity drugs like GLP-1s. 

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

Athletech News: Can you tell us about your background in academia and the fitness industry, and what prompted you to join ACE back in 2001?

Cedric X. Bryant: My career has really been split into thirds. The first third was the traditional academic route where I got my PhD in physiology, and then I went the teaching and research route at Penn State, West Point and Arizona State. I focused much of my work on the role of exercise and chronic disease prevention and management, exploring how physical activity could impact conditions like obesity, diabetes and cardiovascular disease, and looking at how we could use evidence-based approaches to improve overall health outcomes. I’ve always fashioned myself as a person who effectively bridges the gap between science and practice, who is able to take scientific information and present it in a manner where it’s very digestible to the professionals who are on the ground impacting lives.

The middle third I spent working in the for-profit world, heading up R&D for StairMaster, the exercise equipment company. That was a neat experience because it helped expose me to a different side of the industry. During that time, I became associated with ACE, serving on their scientific advisory board at the time, which evolved into me joining the organization back in 2001 as VP of science and education. That evolved into president and chief science officer, and I’m now president and CEO. I’ve been with ACE for almost 24 years now. 

ATN: How do you view ACE’s role within the fitness industry? 

CB: At a very high level, I see ACE as educating health and fitness professionals so they’re uniquely positioned to advance equity in physical activity and fitness by advocating for more accessible and science-based approaches. Being physically active offers so many important health benefits – and life benefits in general. I believe all people deserve to have those experiences made readily available to them. 

Because that’s such a large task, we’re big on collaboration and partnerships. No single entity can address the problems we’re trying to address as an industry in terms of physical inactivity and the associated issues with being obese and overweight. So we partner with our peer organizations, other health organizations, policymakers and communities to ensure that everyone, regardless of size, ability and background, has access to high-quality health and physical activity services. 

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

CB: A lot of my early priorities have been an extension of what we’ve been doing as an organization. One is to expand our educational offerings, because I’m a big believer that life is about learning and growing. We want to make sure we’re always offering relevant content and topics so we can help professionals develop and grow throughout their careers. We’re looking at things like the anti-obesity medications and the role that exercise and fitness play with regard to individuals who might be using those to manage their weight. We’re looking at the smart utilization of AI to allow individuals to be more operationally efficient. We’re also looking at mental health and well-being from an educational perspective, and how can the health and fitness professional play an appropriate role while staying within the bounds of scope of practice.

In terms of the industry at large, I’m trying to make sure we play a thought leader role in helping to bridge the gap between fitness and healthcare. We want to strengthen the role that ACE plays, as well as the industry at large, in integrating health solutions and ensuring that exercise professionals are in a position to become viable members of what I call the optimal healthcare team. We also want to play a role in the whole public health sector in terms of increasing our presence in policy discussions around things like obesity, physical activity and health promotion. As an example of that, we’ve served on the National Academies of Sciences, Engineering and Medicine’s Roundtable on Obesity Solutions since 2014. 

ATN: What’s your take on the rise of anti-obesity drugs like GLP-1s? Will these medications be a positive or negative development for the fitness industry over the long term? 

CB: I think GLP-1s and (other) anti-obesity medications are going to play a positive role in helping individuals who have been impacted by obesity for quite some time but haven’t had success with traditional methods. 

However, I do think we need to be aware of and understand the fact that while those drugs can help people experience rapid weight loss, they’re not without some issues. It’s important that we as an industry understand what those are, and understand how we can play a role in helping to mitigate some of those issues, namely the impact of those medications on muscle mass, metabolism and exercise capacity. Even more importantly, a successful weight management intervention has to be sustainable. We know that unless individuals combine medications with the appropriate healthy lifestyle behavior changes, the results are likely not going to be sustainable. That’s where our industry can partner with healthcare to provide the appropriate supplemental exercise training.

ATN: So far, how would you assess the fitness industry’s collective response to the rise of GLP-1s?

CB: I’ll give you some positives and negatives. On the positive side, I’d say there’s a growing awareness, so more fitness professionals and organizations are recognizing the role of these anti-obesity meds in weight management. Because of that, there are new education efforts underway where some leading industry organizations are starting to offer training on how to support clients taking these medications. ACE has recently introduced continuing education courses along those lines. There are also some early positive signs of collaboration between fitness and medical professionals. 

On the downside, I think there needs to be a better understanding of these GLP-1 medications in terms of what they do and their potential side effects. I’d argue that because they’re relatively new, many fitness professionals lack sufficient knowledge of how these medications impact muscle mass, metabolism and exercise capacity. It’s (also) important that we avoid stigmatizing the folks who are taking these medications, because some fitness spaces still carry weight bias, if we’re honest.

But overall, I’m encouraged that there’s enough positive traction and movement. Better connecting fitness with healthcare is something the industry has been trying to do for decades. This just might be the gateway into that.

ATN: What’s one thing you’d most like to see change in the fitness industry?

CB: I’d say it’s (more) true collaboration. In my humble opinion, it’d be wise for all of us to recognize that we share a common foe: physical inactivity and unhealthy lifestyle behaviors. It’s not each other, regardless of what our acronyms might be. We partner with our peer organizations like ACSM and we work with the Medical Fitness Association, the Academy of Nutrition and Dietetics and the National Council on Strength and Fitness, because we believe we can accomplish so many more meaningful things if we work together and look for those opportunities where we have a common interest and a common bond. It’s the old rising tide, if you will. 

The post CEO Corner: ACE’s Cedric X. Bryant on Fitness, Healthcare & GLP-1s appeared first on Athletech News.

C4 Energy owner Nutrabolt has launched a new national brand campaign celebrating athleticism and featuring football stars Bijan Robinson, CJ Stroud and Cam Ward.

The message? Drink at your own risk…of excellence.

The campaign also highlights C4 Energy’s NSF Certified for Sport certification — a mark trusted by leading sports organizations.

“The C4 team was clear from the outset — C4 is the athlete’s energy drink — and they wanted a campaign that paid homage to that,” independent creative agency Flower Shop co-founder and CCO Al Merry said. “The fact that C4 is NSF certified as ‘safe for sport’ provided us with a unique way in: the drink is rigorously tested and optimized for peak performance, without breaking any rules. This speaks to the nature of elite sport and the athlete mindset, and the goal in the campaign was to channel this focus at every touch point. We wanted the creative to feel like it had been made on the run, drinking a can of C4. Hopefully we were able to achieve that.”

Nutrabolt chief marketing officer Robert Zajac noted that the C4 brand has long been synonymous with performance, but that the new campaign reinforces the brand as an authority in sports and fitness.

“This campaign marks the latest chapter in educating consumers on our dedication to athletic performance and ingredient safety, while also underscoring our commitment to sports,” he said. “Our formulas and NSF certification set us apart, earning the trust of athletes, consumers and organizations through rigorous testing that make C4 a great choice both on and off the field.”

The energy drink market is buzzing, especially among Gen Z, and is projected to reach $104 billion by 2030, according to a market research report from Mordor Intelligence.

Energy drink brand Celsius recently made a $1.65 billion play for competitor Alani Nu, which has won over female consumers. Celsius also appointed PepsiCo veteran Eric Hanson to a newly created role of chief operating officer as the brand expands into the hydration space with caffeine-free powder sticks. This summer, Anheuser-Busch, which has teamed with 1st Phorm and UFC CEO Dana White, is set to debut its own energy product.

The post C4 Energy Dares Athletes To ‘Drink at Your Own Risk’ appeared first on Athletech News.

Fabletics has become one of the biggest brands in activewear, challenging traditional players like Nike, Adidas and Lululemon with pieces that are fashion-forward and available for a fraction of the price of competitors. 

In 2024, Fabletics did around $850 million in sales, buoyed by new product launches, celebrity partnerships and a strong loyalty program. In the years ahead, the California-based activewear brand has its sights set even higher, aiming to double in size and become a global powerhouse. 

“We’re looking to more than double the business over the next five years,” Fabletics CEO Adam Goldenberg tells Athletech News.

Goldenberg sat down with ATN to discuss Fabletics’ rise to the top of the activewear market and outline the brand’s strategy for growth in the years ahead, including a push into new apparel categories and international expansion.

Inside Fabletics’ Rise to the Top

Founded in 2013 by Goldenberg and husband-and-wife duo Don and Ginger Ressler, Fabletics was created to fill a gap in the women’s market for high-performance activewear at an affordable price point. 

“We just had this fundamental belief that the world’s best leggings shouldn’t cost $100,” Goldenberg recalls. 

Goldenberg and the Resslers also wanted to bring some creativity and color to the women’s activewear space, which they felt was too stale in the early 2010s. 

“If you could go back in a time machine and look at women’s activewear in 2011, it was boring. It was black, navy and gray,” Goldenberg notes. “There was no fashion, no fashion collaborations, no colors, no prints. We really felt we could introduce fashion into the category.

While things have evolved a bit since then, Fabletics’ women’s line still features leggings, sports bras and other activewear pieces offered in bold colors like bright pink and patterns including cheetah print.

In 2020, Fabletics partnered with Kevin Hart to launch a menswear line, encouraged by feedback from the brand’s many female customers who were seeking something to buy for their significant other. Hart has since become synonymous with Fabletics, starring in catchy TV commercials and social media campaigns. 

“We look for partners that we feel match the brand,” Goldenberg says of Fabletics’ affiliation with the popular comedian. “Kevin is in incredible shape, and an athlete in his own right. But he’s also fun and approachable, which is a big part of the DNA of our brand.”

Menswear currently makes up around 33% of Fabletics’ total revenue, so the expansion has proved fruitful.  

Thinking Smarter About Customer Loyalty 

In activewear circles, Fabletics might be best known for its VIP membership program, a loyalty program that allows customers to get big discounts on products and access to exclusive drops. VIP members can pay an optional $59.95 monthly membership fee to receive credits on Fabletics pieces. 

Fabletics has around 3 million customers, 80% of whom are VIP members, according to the brand. Besides driving customer loyalty, the VIP program gives Fabletics access to massive amounts of data on its customers, which the brand leverages in creative ways through online sales, digital marketing and inside its 100-plus brick-and-mortar stores.

“The benefit to us as a company is when people become a member, we get a lot of data, and we use that data to buy the right inventory,” Goldenberg explains. “We really have no inventory obsolescence, which helps us from a margin standpoint and allows us to pass great savings on to our customers.”

Fabletics also uses data to see around the corner on product development. For example, the brand launched a scrubs line in 2023 after noticing that hundreds of thousands of its VIP members were wearing scrubs to work.  

To make sense of all this data, Fabletics spends big bucks on its tech stack, including a platform called Fashion OS and an app called Fabletics FIT that features on-demand workouts from personal trainers.

“For a company our size, we probably invest five to 10 times more in technology than our peers, and we see those investments that pay off over the long haul,” Goldenberg says. 

Still, for all Fabletics’ emphasis on data and tech, Goldenberg is quick to point out that quality is king when it comes to building a successful activewear brand. He proudly points out that Fabletics’ number one source of new customers is referrals from existing customers. 

“You can make a business as complicated as you want, but at the heart, we’ve developed a really great product that people love,” he says, adding that the company remains “maniacal” about finding the best-performing and most comfortable activewear fabrics at the lowest possible price. 

Five-Year Plan: International Growth & Category Expansion

Fabletics isn’t planning on slowing down anytime soon. Goldenberg believes the brand can double in size by 2030, which would put Fabletics at around $1.7 billion in sales. 

To do so, the brand wants to push the boundaries of what’s possible for an activewear company. That includes expanding into new apparel categories – and new territories. 

“We have a couple more major category expansions in development that we’re quite excited about,” Goldenberg says, including something slated to “launch toward the back half of this year.”

On the international expansion front, Fabletics is aiming to become a “global brand.” 

The brand already has a presence in Western Europe and is set to enter the Mexican market in a big way in 2025 following a partnership with Liverpool, a Mexico-based omnichannel retail group. Over the next five years, Fabletics plans to explore expansion into additional regions including Central America, South America, Australia and the Middle East.

“International today is about five to seven percent of the business, so it’s still relatively small,” Goldenberg says. “We think that’s going to grow at a pretty fast clip over the next five years.”

The post Fabletics CEO Eyes Activewear Expansion, Global Growth appeared first on Athletech News.

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

ATN: What makes HaloRed different from other halotherapy solutions?

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

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

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

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

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

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

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

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