Life Time has opened its 14th luxury athletic country club in Illinois — the first of 2025 — and its second location to feature the Miora Performance and Longevity Clinic, where Life Time members can access personalized health guidance, personal trainers, recovery and longevity therapies and weight loss medications.

The news follows another strong quarter, where Life Time reported an 18.7% increase in revenue to $663.3 million for Q4 2024 and an 18.2% increase to $2.62 billion for the full year.

The 60,000-square-foot Life Time destination is located in the downtown Evanston area and features three indoor pickleball courts, Life Time’s signature recovery zone with Dynamic Stretch, hydromassage beds, cryotherapy beds and Normatec devices, personal and group training programs, five dedicated studios for 90+ weekly group classes, state-of-the-art fitness equipment, a Kids Academy, a LifeCafe smoothie and coffee bar and a dedicated Life Time Work Club Lounge space.

“Life Time Evanston is the first of many planned 2025 openings and also marks the expansion of our Miora performance and longevity clinic beyond Minnesota, allowing even more people to experience the multidimensional approach we’re taking to address all aspects of health and wellness,” said Parham Javaheri, Life Time executive vice president, president club operations and chief of property development officer. “We’re excited to extend our unparalleled Life Time experience to Evanston in a prime location that will serve this community and bring renewed energy to the downtown area.”

Former Life Time chief operating officer and president Jeff Zwiefel told Athletech News late last year that the Miora concept was created to democratize access to health-optimization services.  

“The consumer, now more than ever, is interested in optimal health; they’re interested in looking good, feeling great, and living longer, better,” Zwiefel said. “And there wasn’t a viable, trusted solution on a national basis (that was) out there. … We felt like we could be a tremendous one-stop-shop solution for our customers.”

Miora members start with a blood test that measures more than 90 biomarkers, providing data that guides a personalized blend of longevity, weight loss and performance protocols. The first Miora launched in Life Time’s flagship Target Center club in Minneapolis, Minnesota, as a pilot program.

“We’re now at the stage where we are planning to roll out hub-and-spoke destinations across the other 180-plus lifetime locations,” Zwiefel confirmed. “We’re going to continue to thoughtfully roll Miora out in a very pragmatic and impactful way, but making sure that we continue to maintain the right quality as we scale – and consistency.”

While Miora is poised to be a hit with Life Time members, the athletic country club operator is also breaking new ground with its free LT Digital app, which CEO Bahram Akradi says has attracted more than 1.7 million non-member subscribers, all without any marketing efforts. The number is expected to reach three to four million by the end of the year, he told investors last week.

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

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

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

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

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

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

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