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.

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In an ideal world, women wouldn’t need an app to run safely or to protect them from verbal harassment or worse. But in reality, they do—and now there’s one designed just for that: Running Mate, a “RunShare” app that connects women with verified running and walking partners who have passed a background check.

The Florida-based “Uber for Runners” concept was created by Dena Lewis, a medical device sales rep and triathlete, marathon and ultra-marathon runner who developed the app after being physically assaulted twice while out on a run.

“2010 was actually my first assault,” Lewis told WFLA News Channel 8 last month. “I was doing everything right, according to the standards: I was running in the middle of the day, my husband knew where I was, my kids were at school, I was in a crowded area, and it still occurred. About three days later, after my assault, this man showed up at my home, so he apparently had been watching me, knew where I lived, and I became part of the 21% statistic that actually stopped the activity for quite some time.”

After Lewis felt brave enough to return to running, a second assault occurred.

“[After that] I realized there needs to be something else, there needs to be more,” she said. “I was carrying a personal protection item and again, I was running in the daytime—it wasn’t early in the morning and it still occurred, as it does to a lot of women. The statistic is pretty high. 92% of women actually report that they don’t feel safe when they’re exercising outdoors, and 60% of women report being harassed while they’re running. That’s just the number that report–that doesn’t include the number that don’t report. So it’s a pretty high number.”

The app, now available for download, is open to both runners and “mates,” who are paid to accompany women on their runs. The process is straightforward: Runners can open the app and schedule a run in advance or request a run in real time, with the app connecting them to a verified mate. Everyone has a profile on the platform, so individuals can choose who they want to run with.

Running Mate is currently live in Boston, Austin, Tampa, Atlanta, West Palm Beach and Salt Lake City, with plans to launch soon in Nashville, Charleston, Denver and Los Angeles.

Runners pay $25 for 1-5 mile runs and $35 for 5+ miles. Mates, on the other hand, earn $10 for runs between 1-5 miles and $15 for runs over 5 miles. The platform welcomes mates of all paces—including walkers.

Running Mate is also ideal for travelers, allowing users to connect with a mate who can guide them along safe routes or even provide a running tour of the area.

To spread the word about Running Mate, the startup has been traveling around the U.S. hosting activation events, partnering with local run clubs and running-related brands for 5K runs with fun themes, such as a glow-in-the-dark run. Several events are planned for this year. 

Running Mate has also created a female Runner Safety Summit.

“It’s a coalition of different companies that all have female runner safety as their mission or their priority,” Lewis told the outlet. “We’re better in numbers. So rather than us trying to make a change individually, we’ve partnered with all of these companies where we can actually come together as a resource to runners and help keep women safe.”

Running Mate will be at The Boston Run Show this weekend at booth I92.

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Coral, a women’s digital health startup, has secured $4.1 million (CAD) from a seed funding round for its new virtual care platform centered on women navigating perimenopause and menopause.

Brightspark led the round, which included participation from Diagram, The51 and angel investors.

“Women navigating menopause should live their best years,” Coral co-founder and chairwoman Anna Chif said. “Yet, far too many of us unnecessarily struggle with health issues. We offer effective solutions for women to achieve optimal health by leveraging the latest validated research and best practices.”

Chif is no stranger to the preventative health space, having co-founded Dialogue, a Canadian telemedicine provider that went public in 2021 before being acquired by Sunlife Financial in 2023.

“Women navigating menopause should live their best years. Yet, far too many of us unnecessarily struggle with health issues,” Chif added. “We offer effective solutions for women to achieve optimal health by leveraging the latest validated research and best practices.”

The new platform offers women health assessments such as at-home blood testing, body composition scan analysis, in-depth health questionnaires, personalized care plans supported by medical experts, and integrated support, including access to prescriptions when necessary and lifestyle guidance.

“Coral aims to solve the health impact of menopause symptoms by empowering women with accessible, personalized care,” Coral co-founder and CEO Fiona Lake Waslander said. “It integrates a medical-first approach with lifestyle behavior change support, all delivered through leading-edge technology. Our digitally-powered platform and seamless experience ensures our members feel supported and thrive during their menopause journey and beyond.”

Sophie Forest, partner at Brightspark Ventures, noted that the firm is proud to back the Coral team.

“Women’s digital health has long been underserved, and Coral is set to redefine care, improve millions of lives, and seize a massive opportunity,” Forest added.

Elsewhere in the industry, perimenopause and menopause-related programs have been recently added to Equinox Hotels and Canyon Ranch, signaling a growing trend.

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A new study highlighting the persistent challenges women face in gym environments could offer some food for thought for gym and health club operators looking to make their spaces more inclusive to female members, including enforcing anti-harassment policies.

The findings come as low-cost gym chains continue to expand, memberships are on the rise, and female fitness consumers demonstrate a growing interest in strength training.

But both an internal and external struggle exists, researchers indicate, and it could dampen what should be an empowering gym experience.

The study, published in PLOS One and conducted by Emma Cowley from the SHE Research Centre at TUS, Ireland and Jekaterina Schneider from the University of the West of England, U.K., explored the often complex relationship between women’s body image (typically fueled by societal pressures) and their experiences in the gym.

Along with the expansion of high-value, low-priced gym chains, the authors note that #Fitspiration content on social media has “increased tenfold” in the last decade, also fueling the adoption of fitness regimens among women.

The researchers surveyed 279 women—84% of whom were current gym-goers and 68.1% white—using a 130-item mixed-methods survey. They identified four key themes:

Never Enough

Many women expressed distress over conflicting appearance ideals, desiring to be lean and muscular, but also “small and thin” —leading to a “never good enough” mentality.

Others worried about being judged for their form, technique, or skill level, and shared feeling insecure about looking “stupid” or “like a newbie.” These anxieties also influenced apparel choices, where respondents noted fear of judgement for wearing non-brand gym attire (believing it could signal being a novice) to looking “too put together” while sporting a new activewear set (and not being taken seriously).

Often Too Much

As the saying goes, we are our own worst critics. Women often use words such as “excessive,” “extra,”and “too” when criticizing their body, a mindset partially linked to limited gym attire options and sizes, the researchers found. Beyond size or shape, 17.8% of those surveyed said skin concerns impact how they feel about exercising in a gym.

Clothing challenges also appeared within this category. Many women say they struggle to find activewear that fits comfortably, particularly sports bras (59.6%) and leggings (40.4%), according to the findings.

However, the study’s authors also noted a connection between gym clothing choices and body confidence.

“This theme is related to the idea that fitness has a certain ‘look’ and that women fitting this look feel more comfortable wearing specific gym attire,” the authors wrote. “In other words, comfort and belonging in the gym are contingent on appearance.”

Always On Display

Perhaps the most pressing issue found from the study is that 46.6% of respondents reported receiving unsolicited compliments on their appearance at the gym, mostly from men (71.9%). Additionally, 39.2% reported being more intimidated by men when exercising and 29.2% felt more judged by them.

Women also reported having to “fight” for space in the gym and feeling they shouldn’t take up “too much space.”

“I’ve frequently been the only woman squatting or deadlifting where my rack only has one or two 45lb plates left hanging up,” one respondent shared. “Several times I’ve had men come and take the 45-lb plates from my squat rack even though other racks were closer to them or had more plates available. This often made me upset as there’s no reason for them to take the weight from my rack other than they don’t want to take it from a man.”

Sometimes Empowered

Notably, the study found that women reported feeling safer and more empowered in fitness spaces where performance was prioritized over appearance – which were described as private or CrossFit gyms as opposed to commercial or public gyms. Women-only spaces also made women feel comfortable, confident and empowered, according to their findings.

That being said, women still prefer commercial chain gyms (35.5%), followed by personal training or small group training gyms (16.8%).

However, several women shared that they gained confidence over time and said it felt empowering to break gender stereotypes and norms, with most women feeling most confident in the strength-based arena using free weights versus resistance machines.

What Can Gym Operators Do?

While gyms and health club operators are unable to address and solve every pain point women experience (i.e. ill-fitting sports bras or a negative inner dialogue), the researchers recommend that they can enforce anti-harassment policies to prevent unwanted comments or behaviors, training staff to recognize and address harassment while also cultivating a welcoming and safe environment and evaluating gym layouts that prioritize accessibility and comfort. 

On a broader scale, they encourage public health campaigns that promote a cultural shift by “celebrating exercise as a means to improve health and well-being, moving away from a sole focus on aesthetics.”

Several fitness brands have already carved out a niche as a predominantly or women-only space, such as Pvolve, Blush Boot Camp, Kaia Fit, California’s Ladies First Fitness & Spa and Jersey Girls, under the Giant Fitness umbrella. Elsewhere in the fitness industry, Nike just announced its 2025 After Dark Tour for women who love to run. The global women’s race series will head to six major cities and includes Nike product and style experiences, coaching guidance, recovery zones and a post-race celebration. Moreover, it provides women a chance to enjoy an evening run without the typical safety concerns associated with running after dark.

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New Pvolve studios will soon be in the works for Dallas, Miami, Charlotte and Portland following several new franchise agreements.

A three-unit development agreement has been signed by accounting professor Jessie Cleveland to bring the functional movement brand to Highland Park/Park Cities, North Dallas and Lakewood in Texas.

In Miami, international business leader Adriana Albornoz will launch Pvolve in Coral Gables in late summer or early fall. Entrepreneur Mariana Lim will oversee Pvolve’s expansion in North Carolina’s Myers Park neighborhood, while in Oregon, Gary and Suzy Jackson will develop the brand in Northwest Portland.

“Pvolve’s continued success is fueled by franchise owners who believe in our mission and have the expertise to bring it to life in their communities,” Pvolve president Julie Cartwright said. “By strategically expanding into these top markets with the right owners at the helm, we’re ensuring that more people can experience the life-changing benefits of Pvolve and live younger, longer.”

The boutique fitness franchise recently kicked off its Strength Redefined Challenge, a six-week fitness journey inspired by brand ambassador and Pvolve devotee Jennifer Aniston’s personal regimen.

Elsewhere in the Pvolve orbit, the franchisor is making waves with its partnership with Sugar Beach, A Viceroy Resort, for an immersive fitness retreat next month in St. Lucia. Led by Jennifer Aniston’s trainer and Pvolve vice president of training, Dani Coleman, the event runs from February 17-23 and features daily 45-minute Pvolve classes.

The franchisor has been emphasizing its science-backed workout approach, resonating with female fitness enthusiasts as the importance of strength training becomes increasingly apparent in the quest for aging healthy and strong.

One study conducted by the University of Exeter found that women aged 40 and older experienced significant improvements in lower body function and strength after incorporating the Pvolve functional fitness methodology, including a 19% increase in hip function and lower body strength, a 21% boost in full-body flexibility and a 10% improvement in balance, mobility and stability, among other benefits.

“We’ve built a method with clinical studies behind it, focused on addressing women’s unique needs like pelvic floor health, menopause and endometriosis,” Cartwright said during a recent ATN CEO Summit. “What works for a woman will work for a man, but what works for a man doesn’t necessarily work for a woman.”

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The Spa by Equinox Hotels has partnered with actress Naomi Watts’ pro-aging beauty and wellness brand Stripes Beauty to address the needs of women navigating perimenopause and menopause with an innovative spa treatment circuit, curated in-room offerings and signature retail products.

The latest offering introduces Pause + Renew, a 2.5-hour spa treatment that includes Stripes Beauty’s products. Guests who book the service can expect a 45-minute body-shaping therapy paired with Stripes Beauty “The Full Monty” Squalane Hydrating Vitamin C Body Oil, a 90-minute Dr. Lara Devgan dermal renewal facial and scalp massage using Stripes Beauty “The Root of It” Ectoine Densifying Scalp Serum and a 5-minute NutriDrip CoQ10 booster shot to improve energy levels and address hot flashes and mood swings. A take-home gift is also part of the experience.

“Menopause deserves attention, respect and care,” Stripes Beauty founder and chief creative officer Watts said. “This partnership is a pivotal step in our mission to take the stigma out of menopause and make science-backed solutions and luxury wellness more accessible to women navigating this life transition. Together, we’re reshaping the narrative and raising the standard for menopause-focused treatment and services.”

Watts founded the brand in 2022 after experiencing the uncomfortable midlife symptoms, which she detailed on the Stripes Beauty website. Last June, the company was acquired by L Catterton. As for Equinox Hotels, the addition enhances its expanding wellness offerings, including services tailored to sleep health.

“At The Spa by Equinox Hotels, we’re committed to providing innovative, science-backed treatments that empower our guests to feel their best at every stage of life,” said Ara Patterson, vice president of food, beverage and spa at Equinox Hotels. “Our partnership with Stripes Beauty is a reflection of that mission, addressing the beauty needs of perimenopausal and menopausal women with a program that combines advanced technology and luxury care.”

On a broader scale, 2025 could be the year when the seeds planted in the femtech and women-centered space begin to bloom. Long overlooked, the sector is already seeing prominent brands elevate the conversation around the unique needs of women 35 years old and older. 

In addition to Equinox Hotels, Canyon Ranch has announced M/Power, retreats for those experiencing menopause and perimenopause. The retreats —limited to 15 guests—begin in March and include one-on-one consultations with Canyon Ranch experts, where women can address their concerns with a multidisciplinary team that includes physicians, nutritionists, exercise physiologists, licensed mental health therapists and spiritual well-being professionals. There is also a medical component, with comprehensive blood work, a women’s hormonal panel and a Dexa body scan.

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Optimum Nutrition, a sports nutrition brand, has launched Pretty Damn Good, a new campaign celebrating women athletes. The initiative kicks off with a video featuring WNBA player Cameron Brink.

The video, narrated by Brink’s mother, Michelle Bain-Brink—a former college basketball player—chronicles Cameron’s journey to the WNBA. Set to home videos from her youth, Michelle delivers a powerful message, challenging the notion of her daughter’s achievements being labeled as “pretty good,” asserting instead that they should be recognized as “Pretty Damn Good.”

“Hearing my mom’s voice narrate my journey is incredibly personal,” Brink said. “It reminds me to take pride in what I’ve accomplished. I want to help others do the same because women should receive the recognition they deserve. Being ‘Pretty Damn Good’ isn’t just about talent. It’s about owning your progress and celebrating it.”

Ten other star athletes and celebrities will join Brink as part of the campaign on social media, including soccer champion Ali Krieger, gold medal gymnast Laurie Hernandez and actress and musician Ryan Destiny.

“Women athletes work extraordinarily hard to reach their goals, yet their achievements and milestones are too often overlooked or dismissed as ‘pretty good,'” Optimum Nutrition general manager Christiane Brocky said. “We are proud to celebrate and support women in sport and fitness by spotlighting female athleticism and providing nutrition products that help elevate performance.”

Continuing with its initiative, the sports nutrition brand is donating $25,000 to the nonprofit VoiceInSport Foundation, which advocates for women in sports.

“At VoiceInSport, we put the voice of women of all ages in sport at the center of everything we do,” said founder and CEO Stef Strack. “Optimum Nutrition supports us in this mission, helping us continue to break barriers and champion women athletes. When we break down walls and inspire women athletes to stay in sport, we help create the next generation of strong women in sports and beyond.”

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New research from the University of Sydney, published in the British Journal of Sports Medicine, suggests that just four minutes of vigorous incidental physical activity a day could nearly halve the risk of major cardiovascular events in middle-aged women who do not engage in structured exercise.

The study analyzed data from 22,368 non-regular exercisers (13,018 women and 9,350 men) aged 40–79 who wore physical activity trackers for nearly 24 hours a day, seven days a week, between 2013 and 2015. Cardiovascular health was monitored through hospital and mortality records, tracking major adverse cardiovascular events (MACE) such as heart attack, stroke, and heart failure until November 2022.

The findings revealed that after adjusting for factors such as lifestyle, co-existing conditions, cardiovascular health and ethnicity, vigorous intermittent lifestyle physical activity (VILPA)—defined as brief bursts of intense activity embedded in daily life—lowered the risk of major cardiovascular events in women, with greater VILPA correlating to a lower risk.

Women who averaged 3.4 minutes of daily VILPA were 45% less likely to experience a major cardiovascular event, 51% less likely to have a heart attack and 367% less likely to develop heart failure compared to women who did not engage in VILPA.

Although the researchers suggest further testing is needed to understand how VILPA can positively impact cardiovascular health, lead author Professor Emmanuel Stamatakis emphasized that, like most health-improving measures, commitment is key. He also indicated that the findings present an activity target for women who are unable or unwilling to engage in traditional exercise.

“Importantly, the beneficial associations we observed were in women who committed to short bursts of VILPA almost daily,” Prof. Stamatakis said. “This highlights the importance of habit formation, which is not always easy. VILPA should not be seen as a quick fix—there are no magic bullets for health. But our results show that even a little bit higher intensity activity can help and might be just the thing to help people develop a regular physical activity – or even exercise – habit.”

He added that as a starting point, short bursts of activity could be as simple as a few minutes of stair climbing, uphill walking, power walking or playing tag with a child or pet.

Interestingly, men were found to experience fewer benefits than women from brief bursts of VILPA. Men who averaged 5.36 minutes of daily VILPA were only 16% less likely to experience a major cardiovascular event compared to those who did not engage in any VILPA.

The research could help influence health coaches and fitness trainers who have middle-aged women as clients and are perhaps more reluctant or unable to engage in high-intensity interval training (HIIT). VILPA could potentially do more than lower cardiovascular events — other research (also led by Prof. Stamatakis) suggests it may lower cancer risk.

While HIIT remains a popular fitness method, low-impact modalities are on an upswing, according to ClassPass. The booking platform just released its Annual Look Back report, which noted low-impact training saw a notable increase in reservations (109%), demonstrating an interest in more accessible fitness options.

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It’s more likely than not that personal trainers will work with female clients who deal with incontinence issues, which could be an obstacle on their path to the fitness and wellness goals. Recent research supports the belief that solutions are available, and exercise may be one of them.

A recent study led by Stanford Medicine and the University of California, San Francisco, has found that low-impact exercise programs, such as yoga and general stretching, significantly reduce urinary incontinence episodes in older women. The research, published in Annals of Internal Medicine on August 27, provides promising alternatives for women seeking non-pharmacological treatments.

A Underreported & Common Issue

Urinary incontinence affects more than half of middle-aged women and up to 80% of women over 80 and can interfere with daily activities and significantly impact quality of life. The study examined the effects of a 12-week low-impact yoga program and found a 65% reduction in incontinence episodes among participants.

“We were testing the kind of yoga that just about anyone can do, with modifications for different physical abilities,” said Dr. Leslee Subak, chair of obstetrics and gynecology at Stanford Medicine and the study’s senior author. “What I love about it is that it’s safe, inexpensive, doesn’t require a doctor and is accessible wherever you live.”

The research set out to find cost-effective and accessible solutions for a problem that is often stigmatized and underreported. According to Subak, incontinence is mistakenly viewed as an inevitable part of aging, though treatments are available.

“Incontinence is not only common, but it also interferes with people’s lives,” Subak noted. “It takes away independence. Many women avoid staying with their children or grandchildren due to the fear and embarrassment of an accident.”

Study Parameters

The study involved 240 women between the ages of 45 and 90, all experiencing daily incontinence. Participants were divided into two groups: one practicing 16 hatha yoga poses aimed at strengthening the pelvic floor, and the other group performing general stretching and strengthening exercises.

Both groups attended two 90-minute exercise sessions weekly and were asked to practice independently for at least an hour per week.

Both the yoga and the control groups experienced significant improvements. Participants in the yoga group reported an average of 2.3 fewer daily incontinence episodes, while those in the general exercise group saw a reduction of 1.9 episodes per day. These results are comparable to the 30% to 70% improvement rates seen with medications for incontinence, according to the researchers.

Subak emphasized the importance of regular activity, which is good news for fitness professionals who work with this population.

“One of the take-home messages from this study is ‘Be active!’ I’m impressed that exercise did so well and that yoga did so well,” Subak added.

The benefits of physical activity, including yoga, extend beyond managing incontinence. As the study’s lead author, Dr. Alison Huang, professor at UCSF, pointed out, being physically active helps reduce the risk of other health issues, such as falls and bone fractures, which can be exacerbated by conditions like incontinence.

The study was funded by the National Institutes of Health, with contributions from researchers at Yale University and San Francisco State University.

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