Pause, a fast-growing wellness and recovery franchise, has partnered with Lifeforce, a longevity medicine program, to launch an integrated longevity-wellness offering. The program leverages blood biomarker results to recommend Pause treatments such as cryotherapy, infrared therapy, contrast therapy, LED light therapy and IV drips.

The collaboration launches at six California locations this month before rolling out nationwide to more than 100 Pause studios by the end of 2026.

“Every year, people spend more and more on taking control of their health, and they’re getting tired of a “spray and pray” approach to that investment,” Lifeforce CEO Dugal Bain-Kim. “As their longevity partner, we’re giving them the insights and the expertise to get the biggest bang for their buck. We looked at lots of players in the recovery space and it was clear that Pause is the gold standard in terms of delivering a premium experience but doing that with a commitment to offering science-backed modalities that actually work.”

Starting this year, members will also be able to have their regular blood draws at Pause studios and receive perks.

“By combining transformational mind/body wellness experiences with Lifeforce’s cutting-edge longevity medicine capabilities, we have created an incredible value proposition for the consumer,” Pause CEO John Klein said. “This is the first partnership of its kind that combines best-in-class longevity telemedicine services with cutting-edge recovery services offered at our studios as a one-stop solution to optimize our members’ health and well-being in a convenient and accessible fashion.”

The concept of prescriptive wellness is taking several forms as longevity is one of 2025’s hottest trends. In addition to Pause, longevity startup Hundred Health, which has been in stealth mode, is gearing up to launch next month. There is also a crossover into wellness tourism, as seen with Canyon Ranch’s new longevity retreat in Tucson and even residential real estate, where motivational speaker Tony Robbins lays the groundwork for The Estate, a high-end hospitality residential ecosystem centered on AI, preventative medicine and longevity. Global hotelier Sam Nazarian, musician Marc Anthony and international strategist Richard Attias are also part of the project.

Last month, athlete-focused healthcare platform Eternal, founded by Alex Mather, The Athletic co-founder and former Strava product lead, secured $13.25 million in a seed round for upcoming clinics in San Francisco and New York City. Slated to open this spring, Eternal clinics will offer bloodwork, Dexa scans and performance testing.

In a post on Medium, early-stage venture capital firm Courtside Ventures, which invested in Eternal’s round, outlined its reasons for backing the longevity concept—emphasizing that it’s less about living forever and more about living well.

“It’s become clear to us at Courtside that while preventative health is the future, functioning health that lets consumers do what they love longer is what is most important,” the team wrote. “In a recent Consumer Survey that asked whether people would rather live 25% healthier or 25% longer, a clear majority across every generation indicated they’d rather live healthier. Within sports, athletes spend thousands of hours in their first couple decades of life dedicated to their craft in hopes of competing at a high level. While nothing (yet) can truly turn back the clock, we believe that athletes can and should be able to enjoy and compete in sport into their marginal decades as a way to truly live fully fulfilled lives.”

The post Pause & Lifeforce Launch Integrated Longevity Program appeared first on Athletech News.

Life Time is taking the plunge—cold plunge, that is.

The luxury athletic country club is introducing cold plunges at over 70 of its facilities nationwide by this summer.

The move follows Life Time’s recent 2025 Wellness Survey, revealing that more than 43% of respondents are eager to try or increase their use of ice baths and cryotherapy as recovery modalities in 2025.

“Cold-water therapy is one of the most effective ways to recharge your body and mind,” said Life Time director of recovery and performance Danny King. “By spending just 30 seconds in a cold plunge, you can boost your energy, improve your sleep and build mental resilience. It’s a simple yet powerful tool for recovery. By integrating this into the comprehensive offerings at Life Time, we further solidify our position as the premier holistic destination for health and wellness, providing unparalleled opportunities for our members to live healthy, happy lives.”

Those who are new to the world of cold plunging are advised to begin with short sessions, such as 30 seconds, as they build up their tolerance.

“While everyone is talking about cold plunge, it isn’t about how long you can stay in,” King pointed out. “We encourage people to talk with one of our experts to understand the proper techniques and timing. This helps to avoid potential risks and achieve the best possible outcomes for your health and wellness.”

Supplements are also an area of interest, according to Life Time’s survey. In response, the premium club operator has launched LTH, an expanded line of supplements and wellness products including daily multivitamins and greens capsules, Rewind Collagen Elixir, and Revive Colostrum Powder. Other products are also in development, including a caffeine-free pre-workout supplement, D.TOX protein snack bars, and cinnamon roll-flavored collagen peptides.

Life Time is set to reveal its Q4 and full-year earnings on its Feb. 27 earnings call.

The post Life Time Adding Cold Plunges to 70+ Clubs appeared first on Athletech News.

The growing interest in longevity, combined with the failures of the current American healthcare system, has created space for gyms and wellness facilities to meet the needs of disenchanted patients (70% of whom believe the healthcare system fails to meet their needs in at least one way, according to Harris Poll data) and wellness seekers looking to live life to the fullest. 

Barriers to healthcare — such as insufficient insurance coverage, staffing shortages and long waits for appointments — have thrust fitness facilities into the spotlight as an accessible solution to preventative health and wellness. 

With innovations like longevity-centered memberships, high-tech health tools, the embracing of recovery zones in high-value, low-priced gyms and smart gym equipment that delivers a customized and movement-based prescription, the fitness industry is quickly transforming into a viable and valuable supplement to traditional healthcare. 

Here is what some of those at the forefront of fitness are doing in the name of health and longevity.

Longevity-Centered Memberships & Programming

Unsurprisingly, luxury lifestyle and fitness brand Equinox is among the leaders in the growing longevity space, as seen with its new Optimize by Equinox program, a membership program that integrates biomarker testing from Function Health with a personalized health regimen. Each Optimize member is assigned a dedicated team of health and wellness experts covering fitness, nutrition, sleep and massage.

The celeb-loved Equinox has made no secret of its intentions to tap into the health landscape, even adding a Health Advisory Board of top medical and wellness experts and academics to inform its programming for 2024 and beyond.

“We really are a way of living brand more than we are a fitness brand,” Klim said, noting Equinox’s four pillars — movement, nutrition, regeneration and community,” said Julia Klim, vice president of strategic partnerships and business development at Equinox, “We’re innovating to getting closer to healthcare and doing more personalization.”

Fitness SF, a group of eight health clubs in the Bay Area, is also breaking ground in longevity memberships. The fitness operator is working with health tech startup InsideTracker to roll out biomarker testing as part of a “reimagined membership” that includes a one-time DNA analysis (for baseline measurement purposes) and biannual blood biomarker testing to track progress. The results are intended to guide Fitness SF’s training services, hyper-personalizing the experience for its members.

“Our dedication to an emerging future is shown through our commitment to personalized diagnostics that produce significant results,” Fitness SF president Zsolt Jackovics said.

24 Hour Fitness is taking a different approach, launching new fitness formats in partnership with SH1FT Fitness —Modus Move and Modus Mobility—that are focused on recovery training and longevity. 

Both programs offer members a “prehab” approach to stability and neuromuscular activation (Move) and active recovery and range of motion (Mobility), delivered within a small group setting.

“These classes have been meticulously designed around the latest scientific research to deliver real change to our members,” said Mike Heim, head of programming and education for 24 Hour Fitness. “Longevity training or ‘fitness for life,’ is an area that is far too underserved in group exercise – but it’s incredibly important to us at 24 Hour Fitness. Having both of these programs helps our members get the sort of fitness benefits they can enjoy today and for the rest of their lives.”

Body Scanning & Personalized Health Tech

Australian tech company Evolt exists at a pivotal time when consumers are desiring a true “behind the scenes” look at their health and weight loss medication promises to be a transformative measure. 

Evolt uses advanced body scanning technology to deliver a comprehensive view of an individual’s body composition, with the ability to distinguish between muscle and fat. The brand delivers that data on an app so users can track progress.

“The Evolt 360 bridges the gap between health aspirations and tangible results, transforming data into actionable strategies that enhance long-term engagement and success in wellness,” Evolt co-founder and CEO Ed Zouroudis said of the model, adding that it’s ideal for gyms looking to increase membership numbers.

Evolt also offers individualized macronutrient profiles so members can understand the protein, carbs and fat they require on a daily basis — particularly important for those using GLP-1 medications. 

Seca TRU, also committed to giving consumers a clear picture of their health, offers a full-body test with its Body Composition Solution, a system that analyzes health and wellness using key metrics while boosting engagement for gyms and fitness facilities and sparking motivation for members.

The Seca TRU Body Composition Solution takes into account a user’s age, gender and ethnicity while assessing muscle mass, fat mass, energy expenditure and recovery levels.

“Traditional metrics like weight do not fully capture the internal changes occurring in their bodies,” Seca executive vice president of Sales and Marketing Duane Jones explained. “The TRU Body Composition Solution provides a more comprehensive view by setting baselines, which then allows gym goers to establish goals that more accurately reflect their overall health status.”

InBody, a pioneer in medical body scanning with machines found at countless facilities, including Dr. Frank Lipman’s well-known clinic in New York City and Fitness SF gyms, has made its state-of-the-art body composition devices available to wellness facilities of all sizes with a leasing program.

Not only does the leasing program help fitness and wellness-related businesses attract and retain members with the latest devices, it also helps users receive comprehensive insights into their muscle and fat distribution, hydration, cellular health, water retention levels and more.

“This program makes technological obsolescence itself obsolete,” said InBody’s vice president of sales Daniel Park. “Instead of buying a product that will eventually go out of date, you pay for a service that includes ongoing maintenance and get new upgrades as needed.”

In yet another endeavor to empower consumers with rich health insights, BellSant turns a smartphone into a personal health advisor, with users undergoing blood, physical and mental tests every three to six months. The digital wellness platform also tracks biological age while providing feedback on exercise, nutrition and daily habits.

“The tools most people are using today are very piecemeal, a wearable device trying to tell you it can score your health based on an optical sensor on your wrist, a CGM telling you glucose spikes should be your obsession, or a supplement telling you that they’ve solved the root cause of aging,” BellSant co-founder and head of product Rick Bowman said. “We create a deeper way to track health regularly.” 

“We avoided day-to-day recovery scores to focus on your long-term health and wellbeing,” Bowman added. “By measuring your actual body and your functional capabilities, we give you a true sense over time of how your body and mind are evolving and how you can prioritize where you intervene.”

HVLP Gyms Embrace Recovery 

High-value, low-price (HVLP) fitness operators may be budget-friendly, but they sure aren’t skimping on recovery and relaxation offerings for their members. 

Crunch Fitness is not only rapidly growing its footprint but is also steadily focused on recovery, with plans to build upon its “Relax & Recovery” offerings. The “No Judgments” fitness franchise currently offers HydroMassage, saunas and steam rooms at select locations. 

“We believe recovery is emerging as a noteworthy trend as more consumers begin to understand its importance for health and longevity – from reducing the risk of injury to enhancing performance and promoting overall well-being,” Crunch president Chequan Lewis said. “For many fitness enthusiasts, recovery will become a fundamental component of their fitness regimen.”

Planet Fitness, the current leader in the HVLP space with almost 20 million members, is also enhancing its recovery offerings. Currently, the PF Black Card membership includes recovery amenities like access to massage chairs and HydroMassage loungers from WellnessSpace Brands. Additionally, some Planet Fitness locations also offer CryoLounge+ chairs and RelaxSpace Wellness Pods, also from WellnessSpace Brands, to help members recover and relax before or after a workout. 

Chuze Fitness is also keen on recovery, offering its members access to HydroMassage, infrared and traditional saunas, CryoLounge chairs and RelaxSpace Wellness Pods at select locations. 

The recovery focus has spilled over into Chuze Fitness classes, with the fitness operator taking note that consumers have become interested in modalities that promote mental well-being in a post-COVID setting.

“We’ve also put additional emphasis into connecting mental well-being and physical exercise by leaning into enhancing our mind/body class options such as infrared heated yoga and Pilates,” Chuze Fitness co-founder and CEO Cory Brightwell said. 

EoS Fitness is undergoing a multi-million dollar reinvestment in its gyms this year, seemingly sparing no expense on recovery offerings. Some new facilities boast “The Tank,” a place for EoS premium membership holders to enjoy recovery products such as Hypervolt Percussion Massagers and Normatec Compression Boots from Hyperice, and the Evolt 360 body composition scanner. At select locations, some EoS Fitness gyms offer assisted stretch services.

“When we say we are the (high-value, low-price) gym, we are speaking to our culture of constant innovation and drive to bring our members the most value for the investment they are making in themselves when they come to EoS Fitness,” EoS Fitness chief operating officer Richard Idgar said.

Smart Equipment Gets Personal 

Personalized health insights are also being realized through innovative smart equipment found in leading gyms and fitness facilities, with EGYM and Technogym leading the charge with technology that appeals to a wide range of users and keeps them engaged with their gym provider.

EGYM’s new BioAge system gives users a measurable approach to the state of their fitness and wellness, accounting for strength, cardio, flexibility and metabolism. It offers users immediate and valuable feedback, determining their BioAge and informing users of areas in need of improvement.

The system keeps users engaged by its ability to detect progress faster than a scale, ensuring fitness enthusiasts remain motivated.

“Unfortunately in our industry, usually it’s all about what a member sees on the scale,” said Dana Milkie, EGYM’s General Manager for North America. “It can be a little demotivating, particularly in the first three or four weeks when you’re starting to exercise, trying to change your body, and you don’t see anything on the scale. From a BioAge perspective, you begin to see changes very quickly as whatever biological age you started at begins to go down.”

Technogym’s new AI-based assessment station, Technogym Checkup, captures a user’s true state by scanning their body composition and analyzing their strength, balance, mobility and cognitive abilities and provides a “Wellness Age” that is more valuable than a biological age. Users then receive a personalized prescription of training protocols that evolve with the assistance of artificial intelligence. As users make progress with Technogym’s results-driven technology, they will discover their Wellness Age decreases.

“Our AI-based assessment station … represents the access point to the ecosystem in order to measure physical and cognitive parameters and to a fully personalized program for every single individual that evolves over time thanks to AI,” said Nerio Alessandri, Technogym founder and CEO.

The post The Gym as a Clinic: Fitness Facilities Embrace Health & Longevity appeared first on Athletech News.

Fitness On Demand, a leading digital omniftiness platform, is determined to give fitness operators everything they need to succeed in this digital age. Thus far, that’s included back office gym management solutions, a sea of hybrid fitness classes, a white-label member app and more. 

In 2025, however, “everything” encapsulates more than it used to. With the rise in wellness and longevity, there’s been a collective call from the fitness community for increased recovery options. Once more, Fitness On Demand is answering. 

By the end of Q1, the brand will launch its Recovery Station, a solution taking its recovery offerings a step further by enabling operators to deliver guided warm-up and cool-down routines, dynamic stretching, breathwork and meditation sessions through a cost and space-efficient touchscreen TV. 

“While the demand for recovery options in gyms is rising, most facilities are suffering with space or financial constraints,” said Andy Peat, CEO of Fitness On Demand. “We saw an opportunity to create a platform that would benefit any gym and its members with recovery-focused content delivered through a touchscreen TV, bringing any recovery zone to life with engaging and educational wellness sessions.”

Easy Access Equals Retention

The Recovery Station carries hundreds of classes made accessible to users after selecting a recovery category, level, available equipment and desired duration for a session. This swift and organized process makes it easier for members to clear what’s often the tallest barrier between themselves and improved wellness. 

“Often the challenge for gym goers is knowing what to do to help their exercise routine and general lifestyle,” Peat explained. “Guidance in stretching is an example of something simple, yet it can change training efficiency and overall lifestyle, but it’s always left undone or ‘guessed.’ We all plan to stretch after a workout, but often we take the easy way out which is to ‘start next time.’ Fitness On Demand provides simple and quick pre and post-workout routines that enhance recovery, performance and mobility.”

After propelling users to start today rather than tomorrow, the results will speak for themselves and continue to encourage member retention and engagement. 

“By doing a single guided routine, exercisers can expect to lift more, move more and feel better post-workout,” said Peat. “We know there is an increasing spotlight on recovery and once members try a session, they will get into the habit of using it pre and post-workout after enjoying the benefits. The key to recovery is educating gym goers on the purpose of these tools and helping them feel a sense of progress — which will result in continued use.”

The Recovery Station also allows operators to upload their own content to the platform, whether that’s a massage gun demonstration or information on the benefits of compression boots. 

A Space & Money Saver

Bluetooth capabilities and the mobility-focused classes render the Recovery Station applicable and useful for all operators. This versatility makes the platform easy to weave into any unused area, allowing gyms and studios to turn dead space into grounds for improved member satisfaction and increased revenue. 

“Recovery is here to stay and gyms need to bring that to life or they risk getting left behind,” said Peat. “There is an obvious space and cost requirement for facilities, such as plunge pools and massage chairs, but being able to offer mobility-focused workouts is a perfect starting point.”

The virtual nature of the courses also allows gyms to check the recovery box without needing to hire extra staff or conduct training, saving on space, time and budget. 

“Our Recovery Station breathes a new lease of life into gyms, making them more appealing for potential members and adding value to every corner of the space,” Peat said. It suits all operators because it’s plug-in and play. It can work as a stand-alone product or in an existing recovery room alongside other products.”

Investing in the Future

Fitness On Demand reports that searches for massage guns are up by 443% over the past five years. The brand also expects the wearable market to reach $27 billion in 2025. These represent just two of the many signs arguing wellness and recovery are here to stay. 

“Gen Z is telling us that they prioritize both their physical and mental health as part of the holistic wellness shift,” said Peat. “Members expect a seamless blend of digital and in-person experiences that will enhance their overall wellbeing. Certain aspects of wellness might come and go but in reality, everyone needs to look after their bodies.”

Peat also added that even with the Recovery Station being a new innovation, plans are already in motion to bring additional updates to the platform, specifically targeted at enhancing personalization. 

“The Recovery Station is a simple way to start and end workouts, allowing members to enhance their wellness journey,” said Peat. “Our cost-effective solution enables operators to guide members through a complete holistic wellness experience and cater not only for today’s trends, but the trends of tomorrow.” 

The post Fitness On Demand to Help Gyms Double Down on Recovery with New Product Launch appeared first on Athletech News.

Red light therapy is highly popular these days, but most people are using the modality all wrong – or at least sub-optimally.

That’s the hypothesis of Forrest Smith, the co-founder and CEO of Kineon, a brand that’s on a mission to bring the benefits of properly dosed red light therapy to the masses. Founded in 2019 and initially launched in 2021 on crowdfunding platform Indiegogo, Kineon has established itself as one of the more intriguing young brands in the burgeoning wellness tech space. 

The brand’s Move+ Pro device uses LED and lasers to provide targeted red light therapy directly to the skin. This makes Kineon’s version of red light therapy superior to your typical red light bed, Smith says, since it provides a more optimal and consistent dosage of red light. 

According to the brand, Kineon’s portable, at-home device (currently on sale for $399) has been shown to reduce chronic joint pain, lower inflammation and increase blood flow. (editor’s note: there’s some promising research around the benefits of red light therapy, although some experts have stated that more research is needed to confirm the modality’s effectiveness). 

Athletech News sat down with Smith to discuss the birth of Kineon, the benefits of red light therapy and how the brand is working to build trust among skeptical consumers. 

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

Athletech News: Can you tell us about your background and why you decided to create Kineon?

Forrest Smith: I moved to China when I was about 19 and started my first business there when I was 20. For almost 20 years, my background was in building, manufacturing, supply chain and hardware, and running factories that built cool technology in China.

I met my partner (Kineon co-founder Tom Sanderson), who also lived in China. We were both talking about building a mission-driven company – for us, that means increasing quality of life for the largest number of people we can in the most measurable way we can. That’s our North Star at Kineon, from technology selection to our go-to-market strategy to how we interact with our users. 

ATN: Out of all the products you could have created to change people’s lives, why did you choose red light therapy? 

FS: We wanted to find a technology that was well supported by robust medical literature. In clinical trials that were using red light and laser therapy, we saw that it was making an impact. When used with proper dosing, they could actually replace pharmaceuticals and even outdo pharmaceuticals on (reducing) pain and inflammation, with no side effects, or at least no negative side effects. But these were being done with $50,000 to $100,000 clinical-level devices. 

So we said, “All right, let’s go build something that’s sub-$500 instead of $50,000 and let’s get this into people’s homes to give them a real opportunity.” If we can replace pharmaceuticals like NSAIDs and opiates for people with chronic pain, that’s a huge impact on their quality of life.

ATN: What are some of the health benefits of properly dosed red light therapy?

FS: There are local, regional and systemic benefits. Locally, short-term benefits include a reduction in inflammation and pain. There’s also a soft-tissue remodeling that happens based on laser therapy, although that occurs on a monthly scale, so it requires you to continue using the device even once you’re out of pain. We’re seeing this outperform Advil and other NSAIDs. If you’re taking Advil for your aching knees, this is going to outperform that in the first couple of weeks, and it also puts you on a path to heal your tissue longer term.

On a regional scale, we see increased blood flow. There are a number of systemic benefits as well. Where inflammation is treating your body poorly, you can start to impact that by way of different blood treatments with lasers. One of the more interesting outcomes we’ve seen recently is treating around your neck with what’s called proximal priority therapy (PPT), which has improved a number of different things, including long COVID, When systemic inflammation is reduced, and scarring in the lungs is reduced as well. 

ATN: Red light beds have become popular in gyms and wellness centers around the world. What are the benefits of using Kineon, which applies red light directly to the skin, compared to red light beds? 

FS: Beds are typically LED, and they emit in a broader pattern. We think of panels and beds as a first version that introduces this technology to the market. But the dosing is superficial so you’re not going to penetrate through to the internal tissue. And it’s very difficult to dose (properly and accurately). The analogy we give is that beds are like receiving a bottle of pharmaceuticals, and instead of taking this prescribed amount, you just shake it in front of your face and whatever falls in your mouth is the dose you’re going to take today. That might help you, but it might not.

We don’t like to beat on other people’s products; it’s great that they got these to market. But I think the medical literature has shown that you want to have the dosing as dialed in as possible to have consistent and reliable positive outcomes. Over the next 18 months, we’re going to be developing sensors that can sense the responses from every individual’s body and then modulate the dosing based on that so it’s more personalized.

ATN: What types of consumers are buying Kineon products? 

FS: We have three main user groups. One is young people who are performance and recovery-focused, including professional athletes and aspiring professional athletes. They get after it hard and they use our device to stay healthy. The second group is middle-aged guys like me with a bunch of gray hairs, but who’d like to continue doing some kind of training. I’m still playing rugby, I’m still doing CrossFit, and I’d like to do that as long as I can. We’ve had a lot of success reaching both of those groups from a digital marketing standpoint on the direct-to-consumer side.

However, we’ve found that the people who get the best results from a medical standpoint are people 55 and over who have chronic joint pain and other chronic pain issues. But whenever we marketed them, they’d say, “Oh, this is snake oil.”

So about a year ago, we started testing with medical professionals, and now our fastest-growing segment of the business is working with chiropractors, orthopedic surgeons, PTs, physios, and wellness and longevity clinics. We have around 150 up and running now and we’ve been adopted by some nationwide chains. By the end of this year, we’ll be in around 5,000 different clinics, so professionals can provide their patients with a non-pharmaceutical solution to pain.

ATN: Speaking of the term “snake oil,” there are a lot of dubious wellness and recovery products on the market today. How does Kineon work to build consumer trust?

FS: We live in the medical literature and the science. We have collaborations with major labs that are doing research in this space. Our CTO is a PhD and our head of research is a PhD candidate. We also try to set expectations as reasonably and realistically as possible. For example, sciatica often triggers a lot of inflammation and discomfort. We can help with the inflammation and we can help with the soft tissue around it. What we’re not going to be able to do with this device is fix the mechanical underpinning for that. We try to be upfront and transparent with people as to what they can expect from us. 

ATN: Kineon recently released the Move+Pro, and you mentioned a sensor-integrated version of the product that’s coming soon. What’s y0ur vision for the future of the brand?

FS: It’s really to identify which technology we can build to move the needle for people in a measurable way for their quality of life. We see that as providing the world’s best tools, reducing friction points and reducing cost over time. 

The post CEO Corner: Kineon’s Forrest Smith on Democratizing Red Light Therapy appeared first on Athletech News.

What if you were notified it was in your best interest to log some percussive therapy time before even reaching for your Therabody Theragun?

In what could be called a match made in health and recovery data heaven, Garmin and Therabody have joined forces to take recovery tech to the next level, combining Garmin’s expertise in health data with Therabody’s premium recovery products. While it’s widely recognized that recovery enhances human performance, the two wellness tech leaders are set to deliver data-driven, hyper-personalized recommendations—starting with Coach by Therabody.

“We are excited to collaborate with Therabody to help athletes of all levels perform – and recover – at their best,” Garmin vice president of global consumer marketing Susan Lyman said. “By providing athletes with these tools, they can make more informed training decisions and, in turn, work to take their performance to the next level.”

Coach by Therabody, which lives within the Therabody app and is in beta, analyzes health and activity data collected by Garmin smartwatches and other platforms (like Apple, Google and Strava) and provides users with expert-created personalized recovery recommendations. Moreover, the data is connected and can inform Therabody recovery products, offering helpful reminders and recommendations that promote optimal performance and wellness. The first product to receive the advanced integration is the Therabody Theragun, with additional Therabody products expected to follow.

It’s a highly advanced system, and as Therabody CMO John Solomon underscores, the wellness tech company is on a mission to leverage AI to advance recovery and human performance.

“Therabody is not doing AI for AI’s sake,” Solomon, a speaker at this week’s CES 2025, explained. “As with all our products, we looked at how AI could solve a problem for our consumers. And over time, feeding it with the rich data from Garmin will allow us to really understand how recovery impacts performance at a scale that’s not been achievable until now.”

Therabody has a vast suite of products, including RecoveryAir Jet Boots, SmartGoggles that offer heated eye and temple massage, RecoveryTherm Back and TheraFace Pro.

“To be able to combine Garmin’s best-in-class health and activity data with Therabody’s excellent recovery routines will provide uniquely personalized recovery recommendations that are not available with any other wearable integration today,” Therabody president and CEO Monty Sharma said. “Even better, we will work together to understand and improve performance for athletes of all kinds.”

For Garmin, the partnership highlights the company’s broader strategy as an ecosystem player.

“When you look at the breadth of our wearable products, the breadth of our data, and the ease of integration – we’re agnostic between iOS and Android – we really are the best company (to work with),” Scott Burgett, senior director of Garmin Health Engineering, told Athletech News last fall at the 10th annual Garmin Health Summit.

The post Garmin & Therabody Poised to Revolutionize Recovery appeared first on Athletech News.

All products featured on Athletech News are independently selected by our editors. However, when you buy something through our retail links, we may earn an affiliate commission.

Finding the right gift for the fitness enthusiast or wellness devotee in your life requires more than a quick scroll—it demands a balance of practicality, innovation, and understanding his unique goals. Whether he’s an elite athlete, a weekend warrior, or someone embracing a healthier lifestyle, the best gifts do more than impress—they enhance his performance, recovery, and overall well-being. From cutting-edge technology to thoughtfully designed gear, these selections for 2024 reflect the latest advancements in fitness and wellness, ensuring they’ll resonate with even the most discerning recipients. Here’s our expertly curated roundup of the best gifts for him this year, even after the holidays.

• 

  alphabeats Mental Training Bundle

  Transform your mental game with alphabeats, the professional training platform now available through Muse’s brain-sensing headband. Used by Olympic athletes and pro teams, alphabeats enhances focus and resilience by adapting your favorite music to your brain activity in real time. Get the complete bundle—Muse 2 headband and 12 months of unlimited access—for $249 (regular $399). With limited availability and a 30-day money-back guarantee, it’s the perfect gift for peak performers. Does he already have a Muse device? Gift a year of alphabeats for only $89 (regular $149).

  Buy now: $249 (Orig. $399) at alphabeats

• 

  Boncharge Infrared Sauna Blanket

  Treat him to the ultimate wellness upgrade with this portable infrared sauna blanket. Designed to deliver detoxifying effects and soothe sore muscles, it transforms any space into a personal spa. Ideal for relaxation and recovery after tough workouts or stressful days, it’s the perfect gift for anyone seeking balance and rejuvenation.

  Buy Now: $699 at Bon Charge

  

  The Momentous Three

  From November 12th through December 2nd, your audience can save 25% sitewide with the code BFCMAFF. Additionally, every purchase over $100 includes a free 5-night Sleep Pack—an ideal way to relax and stay energized throughout the holiday season.

  Buy Now: $97 at Momentous

• 

  Theragun PRO

  Elevate his recovery routine with the Theragun PRO, a top-tier percussive therapy device designed for deep muscle treatment. Ideal for athletes and fitness enthusiasts, it offers customizable speed settings and multiple attachments to target specific muscle groups, aiding in faster recovery and enhanced performance. Its ergonomic design ensures comfortable use, making it a valuable addition to any fitness regimen. Use code NOVEMBER15 at checkout to save 15%.

  Buy Now: $424 (Orig. $499)

• 

  Alo Co-Op Pant

  Upgrade his athleisure collection with the Co-Op Performance Joggers from Alo Yoga. These joggers are crafted from lightweight, water-repellent fabric, making them perfect for both workouts and casual wear. The slim fit and cuffed ankles provide a modern look, while hidden zippered pockets offer secure storage for essentials. Available in multiple colors, they seamlessly blend style and functionality.

  Buy Now: $138 at Alo

• 

  Garmin Forerunner 265

  This GPS smartwatch is a runner’s dream. It tracks workouts, heart rate, sleep, and even has a built-in coaching feature. A must-have for data-driven fitness buffs.

  Buy Now: $350 (Orig. $450)

• 

  Hyperice Venom 2 Back

  Help him recover like a pro with the Hyperice Venom 2 Back, a wearable device combining heat and vibration therapy for targeted muscle relief. Perfect for easing tension, soothing sore muscles, or simply unwinding after a long day, this upgraded version offers an ergonomic fit, adjustable straps, and a sleek touchscreen control for customizable sessions. It’s the ultimate solution for anyone needing quick, effective back pain relief.

  Buy Now: $249 at Hyperice

• 

  BowFlex SelectTech 552 Adjustable Dumbbells

  Elevate his strength training with the BowFlex SelectTech 552 Adjustable Dumbbells. These innovative dumbbells adjust from 5 to 52.5 pounds, replacing the need for 15 sets of weights and saving valuable space. With a simple turn of the dial, he can seamlessly switch between exercises, making workouts more efficient. Durable molding around the metal plates ensures a smooth lift-off and quieter workouts, enhancing the overall training experience.

  Buy Now: $429 at BowFlex

• 

  Nike Metcon 9

  Take his workouts to the next level with the Nike Metcon 9, the ultimate training shoe designed for lifters, cross-trainers, and athletes of all levels. This upgraded version features a larger Hyperlift plate for improved stability during heavy lifts and a rubber rope wrap for enhanced grip during high-intensity training. Sworn by elite athletes, the Metcon 9 remains the gold standard for performance and durability, making it an essential for crushing goals every day.

  Buy Now: $150 at Nike

• 

  Hydro Flask 32-Ounce Wide Mouth Bottle

  Keep him hydrated during workouts with this double-insulated water bottle that keeps drinks cold for up to 24 hours. Bonus: It’s durable and comes in sleek colors.

  Buy Now: $45 at Hydro Flask

• 

  Apple AirPods Max

  Give the gift of premium sound with the Apple AirPods Max, designed to deliver immersive audio and unmatched comfort. With features like Active Noise Cancellation, spatial audio, and a breathable knit mesh canopy, these headphones are ideal for workouts, workdays, or unwinding at home. Boasting up to 20 hours of battery life, they’re perfect for enjoying music, podcasts, or calls without interruption, making them a standout gift for tech and audio lovers alike.

  Buy Now: $549 at Apple

• 

  Echelon Row-S Smart Rower

  Rowing is one of the best full-body workouts, and this smart rower offers live and on-demand classes for an immersive experience. It’s compact and perfect for home gyms.

  Buy Now: $1,000 (Orig. $1,799) at Echelon

• 

  Rhone Reign Long-Sleeve Tee

  Made with anti-odor and moisture-wicking technology, this lightweight tee is perfect for any workout or recovery day. Its sleek design ensures it’s just as good for casual outings.

  Buy Now: $78 at Rhone

The post The Best Gifts for Him 2024: Post-Holiday Picks for Active Men appeared first on Athletech News.

With the global wellness market now worth $5.6 trillion and climbing higher every year, there’s never been a better time to want to be healthy – or be in the business of helping people get healthy.

As part of DISRUPT, Athletech News’ can’t-miss video series, industry experts took a deep dive into the world of wellness and the related sectors of recovery and longevity, including the rise of GLP-1 weight loss drugs, hot and cold therapy, and the growing field of longevity science.

Topics of discussion also included the growing role fitness facilities are playing in supporting members on their health journeys.

In case you missed any DISRUPT Wellness, Recovery & Longevity videos, ATN is sharing them here for your viewing pleasure. Sit back, relax and enjoy the content!

Personal Trainers in the Wellness Era

• Darlene Marshall, MAPP, NASM Subject Matter Expert, NASM
• Rich Fahmy, M.S., Senior Content Development Manager, NASM
• Moderated by Joy Keller, Athletech News

Pricing Recovery: How To Monetize the Wellness Craze

• Lee Braun, Founder and CEO, Perspire Sauna Studio
• Lisa Semerly, Chief Revenue Officer, Halotherapy Solutions
• Rachelle A. Reed, Scientific Advisor, Perspire Sauna Studio
• Moderated by Joy Keller, Athletech News

Wellness Room: Building the Ultimate Recovery Experience

• Brynn Scarborough, President and CEO, Wellness JK
• Mike Hansen, Entrepreneur and Founder Advisor, Mike G. Hansen
• Robbie Bent, Co-Founder and CEO, Othership
• Moderated by Edward Hertzman, Athletech News

The Booming Business of Longevity

• Dr. Frank Lipman, Founder, Eleven Eleven Wellness Center
• Dr. Mark Hyman, Co-Founder & Chief Medical Officer, Function
• Naveen Jain, Founder and CEO, Viome
• Moderated by Edward Hertzman, Athletech News

Unlocking Metabolic Health

• Colleen Cutcliffe, Co-Founder and CEO, Pendulum
• Darshan Shah, MD, Founder and CEO, Next Health
• Moderated by Tricia Madden, Fit Pro Programming/IDEA World

Beyond Fitness: Why the Future of Healthcare Is Happening Inside Clubs

• Julia Klim, Vice President of Strategic Partnerships & Business Development, Equinox
• Spencer Honeyman, Chief Commercial Officer, Vi Labs
• Nina Crowley, PhD, RD, Director of Clinical Education & Partnerships, Seca Medical Body Composition
• Moderated by Edward Hertzman, Athletech News

The Future of Metabolic Health With Jeff Zwiefel

• Jeff Zwiefel, Health & Fitness Expert Strategist & Advisor, Former President & COO, Life Time
• Edward Hertzman, Athletech News

The post Watch Now: DISRUPT Wellness, Recovery & Longevity Content appeared first on Athletech News.

As fitness facilities increasingly focus on overall well-being, designing gyms and studios with mental health in mind is becoming a popular option. 

In 2024, 43% of U.S. adults reported feeling more anxious than the previous year, a significant increase from 37% in 2023 and 32% in 2022 (American Psychiatric Association). The primary sources of anxiety include current events, economic concerns and safety issues, highlighting the increasing importance of mental health support across different settings, including fitness spaces where wellness is a growing focus (National Institute of Mental Health). 

This data reinforces the value of gyms creating environments that prioritize mental wellness through design and recovery services, meeting the needs of an anxious population seeking holistic health solutions. Creating a calming, wellness-centric environment can help reduce stress and promote emotional well-being, alongside physical fitness. 

The following strategies represent a small sampling of the approaches being implemented:

1. Mindful Design Elements

Gyms are incorporating softer lighting, natural materials, and plant-filled spaces to create environments that support relaxation and mindfulness (Virtuagym, Mindbody). 

According to wellness industry insights, meditation and mindfulness spaces in gyms are becoming essential as people seek a balanced approach to fitness. Classes like yoga, tai chi, and meditation are now integrated into gym offerings, making mental well-being a priority for members (Core Health & Fitness). 

Color psychology is also playing an increasingly important role in gym design, where specific hues are chosen to create tailored environments. Calming shades like soft blues, greens and earth tones are often used in recovery and meditation areas because they promote a sense of tranquility and help gym-goers unwind. These colors are associated with feelings of balance and renewal, making them ideal for relaxation space (Advantage Sport & Fitness) (Cole Don Media).

In contrast, high-energy areas frequently feature vibrant shades like reds and oranges, which are known for their stimulating and energizing effects. These colors boost motivation and help gym users stay engaged during intense workouts.

Acoustic design is equally important. Sound-absorbing materials and white noise systems create quiet zones amidst the otherwise busy and noisy gym environment. These elements, alongside thoughtful color choices, aim to offer a more holistic and mentally restorative experience (Iron House Design)

2. Recovery & Regeneration Zones

Gyms are dedicating more space to recovery areas, recognizing that mental recovery is as crucial as physical recovery. Features such as nap pods, infrared saunas, and cryotherapy are becoming popular. These tools help reduce anxiety and stress while promoting better sleep and cognitive function (Virtuagym, Silver Oak Health).

In addition to high-tech tools like nap pods and cryotherapy, many recovery zones now feature dedicated spaces for mindfulness practices, such as meditation or breathing exercises. The integration of technology such as guided meditation apps or biofeedback devices is also becoming popular, helping gym-goers better manage stress and improve their mental well-being. Recovery areas are designed not only for physical muscle repair but also for mental rejuvenation, further integrating wellness into the fitness experience.

3. Digital Mental Health Platforms

Digital platforms and mental health apps are also playing a role in mental wellness by offering guided meditation sessions, mindfulness practices and even AI-driven therapy tools (Silver Oak Health). Many gyms are now integrating these digital solutions, allowing members to engage with mental fitness content both inside and outside the gym.

Many fitness facilities are also integrating personalized digital platforms that offer tailored mental wellness programs, including mood tracking, stress assessments and individualized meditation recommendations. These platforms often include social features, allowing users to connect with others for shared support.

By integrating mental health into gym design, recovery services, and digital wellness tools, fitness facilities can deliver a comprehensive, well-rounded approach to health. This holistic strategy not only supports physical fitness but also caters to the growing demand for mental wellness, making these spaces more appealing to today’s health-conscious consumers.

This article originally appeared in ATN’s Gym of the Future Report, which explores the technology, equipment and sustainable practices driving a new era of personalized fitness and wellness experiences. Download the free report.

The post Mental Health in Gyms: 3 Design Trends Reshaping Fitness Spaces appeared first on Athletech News.

Therabody’s base model is a perfect holiday gift for a loved one who wants an effective but simpler (and more affordable) massage gun

As the flagship massage device from wellness tech company Therabody, Theraguns are popular tools for relieving muscle pain and soreness, reducing tension and improving circulation.

Therabody’s Theragun Prime model is an easy-to-use, more affordable version of the tool, perfect for a loved one or family member who might want a simpler way to access percussive therapy.

Athletech News tested the Theragun Prime to see how it compares to other percussive therapy devices and massage guns on the market.

Pros

The Theragun Prime has five speeds that you can either control with the app or on the gun itself. It’s powerful, with speeds up to 2400 PPM, along with a 120-minute total battery life and the quintessential Theragun ergonomic triangle multi-grip.

At $299 (on sale for $199) the Theragun Prime is significantly cheaper than other Theragun models, compared to the $599 Pro Plus and the $399 Prime Plus. The Prime is also the same weight (and much of the same functionality) as the Elite, at 2.2 pounds, but is around $100 less expensive.

The Prime is much quieter than other massage guns on the market, with a scratch-resistant design perfect for gym visits. It comes with four attachment heads, including the Heated Percussive Plus Attachment, the Standard Ball Plus Attachment, the Dampener Plus Attachment, and the Wedge Plus Attachment, which is perfect for specific areas around the shoulder blades and IT bands.

I found that the Theragun Prime was perfect for workout warmups and recovery, and using it 3-4 times a week for 5-10 minutes significantly reduced pain and soreness, even from working at a desk. It was surprisingly easy to reach even the upper back due to the ergonomic and triangular design of the massage gun.

Cons

With only four head attachments, the Theragun Prime has fewer than other models, which could come into play for those who want to target very specific areas of the body. It’s also not the most portable, particularly compared to the Mini, which is perfect to stick in a gym bag.

In addition, while the Therabody app is a comprehensive and well-designed tool, for those who want to use the Prime in a standalone manner, the product isn’t as comprehensive as the Theragun Pro Plus’s screen.

Final Thoughts

Overall, the Theragun Prime is a more affordable tool for percussive therapy, with a quieter and more effective design than other models. Right now, it’s $199 (compared to $299 normally) for the holiday season, and it’s HSA and FSA-friendly.

The post Product of the Week: Therabody’s Theragun Prime Is an Affordable Massager appeared first on Athletech News.

National Stretching Day is December 11 and showcases the transformative power of stretching — from improving everyday movement to enhancing athletic performance through both self-guided and assisted technique. Recent research reveals compelling evidence, from improved heart health to increased strength and even a potential link to longevity. Here’s a closer look at three studies shaping the future of flexibility training.

1. Stretching Improves Cardiovascular Health

Researchers at the University of Milan conducted a 12-week study examining how stretching affects arterial function. Participants engaged in 40-minute sessions, three times per week, focusing on lower body stretches. The results were significant: arterial stiffness significantly decreased, leading to improved blood flow and reductions in both systolic and diastolic blood pressure.

The findings suggest that stretching isn’t just for muscle health — it’s a key component of cardiovascular wellness. Fitness businesses can leverage this insight by offering specialized stretching classes that appeal to members focused on improving heart health or recovering from conditions like hypertension.

2. Stretching Builds Strength and Muscle Volume

A comprehensive meta-analysis published in Sports Medicine revealed that static stretching can yield measurable improvements in muscle strength and size. The study analyzed data from participants who practiced static stretching routines — holding a stretch for 15-60 seconds — over several weeks. The researchers found that consistent practice not only enhanced flexibility but also increased muscle cross-sectional area and force output.

This challenges traditional fitness paradigms, where strength training and stretching are often siloed. For gym operators, these findings open the door to hybrid classes that combine mobility with strength, appealing to members seeking efficient, multifaceted workouts.

3. Stretching Linked to Longevity

Flexibility may serve as a predictor of overall health and longevity, according to a study in the Scandinavian Journal of Medicine & Science in Sports. The study tracked 3,000 middle-aged adults over several years and measured their ability to perform simple flexibility tests, such as forward bends.

The results were striking: individuals with higher flexibility scores had a 15% lower risk of all-cause mortality. Researchers hypothesize that flexibility reflects systemic health, including muscle quality, joint function, and even metabolic health.

For fitness professionals, this finding reinforces the importance of incorporating stretching into holistic wellness programs, particularly for older populations seeking to improve quality of life as they age.

Stretching is a cornerstone of wellness with clear, evidence-based benefits. For gyms and studios, this presents an opportunity to enhance offerings with dedicated stretch classes, mobility workshops or one-on-one flexibility coaching.

Facilities could also consider integrating stretching equipment or recovery zones to cater to members interested in longevity and functional health. Promoting the science-backed benefits of stretching can not only drive member engagement but also position your business as a leader in cutting-edge wellness solutions — not just on National Stretching Day, but every day.

The post Studies: Stretching Boosts Heart Health, Strength & Longevity appeared first on Athletech News.

Hertzman, Tietz and Peat also touch on the large and small changes in consumer demands that are motivating individuals to go to gyms or fitness studios for new reasons. The three also break down the ongoing need for education around recovery, facilitating recovery outside of the gym, and what’s next around the corner for the recovery modality.

Watch the full interview for expert commentary on the following:

• The Fitness On Demand and Snap Fitness partnership
• Growth of recovery content
• Economic benefits of recovery

Key Talking Points:

• (0:00 – 1:37) Introductions
• (1:37 – 3:13) Prioritizing wellness now
• (3:13 – 8:40) Differentiating through recovery
• (8:40 – 10:48) Products driving retention primarily through recovery
• (10:48 – 11:50) Recovery and wellness education
• (11:50 – 16:48) Impact of recovery content
• (16:48 – 19:24) How recovery leads to profitability
• (19:24 – 21:56) Remote recovery
• (21:56 – 25:48) In-house vs third party content creation
• (25:48 – 27:45) Future of the recovery space
• (27:45 – 28:12) Wrap up

The post Fireside Chat: Brian Tietz of Snap Fitness & Fitness On Demand’s Andy Peat on Recovery & Member Wellness appeared first on Athletech News.

At the tail end of a year captivated by strength training, spurring an abundance of innovative equipment launches to support the modality, Concept2®, the high-performance equipment manufacturer, is giving us our grand finale.

In late Autumn, the brand announced the launch of its StrengthErg, a concentric training machine that uses air resistance to facilitate strength training without plates, racks, or barbells. Like Concept2’s other products, the StrengthErg features adjustable flywheel technology and a performance monitoring system to present this safe and adaptable workout experience. 

“It is a different and unique take on strength training,” said Alex Dunne, a member of Concept2’s Training Team. “The StrengthErg has the ability to combine maximum effort, safety and detailed performance tracking — making it suitable for home gyms, health clubs, rehabilitation centers and elite training facilities. It is strength training reimagined.”

Although the product isn’t scheduled for an official release until early 2025, its announcement and some early testing have already generated significant buzz, mainly centered around its ability to cater to different fitness consumers and the advantages that come with its concentric nature. 

Unique, Productive, and Safe

With the StrengthErg subjecting users to concentric-only movement, the equipment enables high-end strength training while also enabling efficient recovery. 

Concentric movement lengthens muscles as they produce force, unlike eccentric movement, which lengthens muscles under tension and takes much longer to recover from. With the StrengthErg being concentric-only, it helps users to get a sweat in, and then another, faster than most exercise equipment allows. 

“Unlike traditional weightlifting equipment, you don’t need to preset the amount of weight you’ll lift,” explained Concept2’s Social Media Director Jameson Halnon. “Whether performing a chest press, seated row or leg press, the user simply performs the movement and the machine responds to their effort. By eliminating the eccentric phase, recovery times are shorter.”

The StrengthErg also allows users to push their limits without sacrificing safety. There’s no need for spotters, staff or anyone other than the user when using the StrengthErg. Doing so applies comfort for both users and operators of 24/7 facilities. 

“It’s fail-safe by design — there’s no risk of being ‘stuck’ under a weight — and it allows maximum force to be applied in every position of the movement,” said Dunne. “We developed the StrengthErg to address the demand for safe, effective, and smart strength training tools.”

Built for All

Adaptability lies at the heart of what makes the StrengthErg special. Thanks to its flywheel adjustable damper setting, users can tailor the speed and feel of their movements to their exact liking. Users simply push or pull and the machine reacts to your strength level. 

For novice users, that means there’s no need to guess how much you can lift ahead of time. New exercises establish an immediate and accurate starting point in their fitness journeys as the machine conforms to your capabilities and only resists the effort you apply. 

“This makes it a perfect fit for a wide range of users, from beginners to elite athletes,” said Halnon. “This feature also makes it ideal for rehabilitation, as users can perform movements safely without overexerting themselves.” 

By incorporating key data, such as velocity, drive length and drive speed, the StrengthErg also appeals to ambitious athletes who rely on those metrics to quantify their progress. The tracking capabilities can be used for “return to play” testing, talent identification, or simply tracking data in a complex strength training regimen. It gives anyone willing to push themselves to the max the means to do so.   

“It also supports a wide range of training modalities, from low-rep, high-force strength work to high-rep endurance sessions,” said Dunne. “This flexibility means athletes of all levels can challenge themselves effectively, whether they’re chasing strength, power, or endurance.”

The StrengthErg is amorphous, much like water. No matter what kind of athlete uses it, it bends to fit around them and their needs. 

“Absolutely,” added Halnon when asked if versatility was a focal point in the StrengthErg’s design. “Versatility was at the heart of the StrengthErg’s design — just as it is for all of our products.”

Personalization Delivered

This data also allows the StrengthErg to bring a level of personalization the modern exerciser is beginning to demand at a more consistent rate. 

With the Performance Monitor or Concept2’s free app, ErgData, connected to the StrengthErg, users can log reps, monitor their force output and analyze their work over time. The data also allows users to see trends, not only in overall strength, but from movement to movement. 

This presents users with key focus areas and creates a tailored workout experience for pursuing individual goals. The personalization not only leads to satisfied users but also helps operators with retention.

“Monitoring performance, and the motivation that comes from tracking your data over time, is at the heart of the Concept2 experience,” said Dunne. “It is not just about knowing you are getting stronger — it is about seeing tangible proof of your progress. This data-driven approach motivates users and keeps them engaged in their training journey.”

“These features, combined with the StrengthErg’s fail-safe design and ability to support maximum effort in every rep, set it apart from traditional weightlifting equipment,” Halnon concluded. 

The post Concept2 Prioritizes Versatility & Recovery with New StrengthErg appeared first on Athletech News.

HUMAN TOUCH has been helping people live better lives for 45 years. Long before wellness and recovery were buzzwords, the company set out to relieve pain and facilitate healthier living.  Today, the brand’s world-class recovery chairs are used by fitness professionals, pro sports teams, and universities across the globe.

“It’s been well documented that massage therapy can assist in improving blood circulation, reducing muscle tension, and help speed up recovery,” said Dave Corley VP of Business Development. In addition, the mental relaxation and stress reduction that massage therapy provides can be a perfect complement to a health club’s recovery approach “And we work daily with fitness facilities to bring this innovation into their spaces.”

And, Corley says, the company is uniquely positioned to do so.

“Several health clubs have recently told us that their members are saying the HUMAN TOUCH chairs are now their new favorite thing at the club.” 

 There are dozens of consumer massage chairs, but few companies have invested in the engineering and design necessary to support the high use of the commercial market,” he said. “The internal componentry and quality of our products has allowed us to be very successful in this space.”

This article originally ran in the The Business of Prevention, Recovery & Longevity Report 2024. Download the report now to read more insights into how fitness and wellness brands are making strides in key markets.

The post As Gyms Embrace Wellness, Massage Chairs Offer Serious Benefits appeared first on Athletech News.

Jake Paul’s victory over Mike Tyson isn’t just a win for his four-year boxing career—it could elevate the conversation around recovery techniques and give a major boost to an industry already on the rise.

Leading up to the highly-anticipated eight-round heavyweight match on Friday, the 27-year-old highlighted the importance of recovery in his training during the final episode of Netflix’s three-part documentary, “Countdown: Paul vs. Tyson.“

One scene showed Paul settling into a red light bed by TheraLight, as he explained that it helps with inflammation.

“I, for sure, am progressing faster than other people in the sport because of the resources I’m putting in front of myself,” Paul said in the scene. 

“Because it’s an old, outdated sport with not a lot of technology, a lot of fighters spar and then just sit there… no, it’s time to stretch, time to get into ice baths, red light, all of these things — and it’s been really, really beneficial. I focus probably more on recovery than I do even on the workout.“

While Paul’s recovery routine isn’t the sole reason he defeated the 58-year-old boxing champ, his commitment to recovery stands out—especially amid the rise of recovery tech gadgets and solutions. The social media sensation embodies much of Gen Z: digitally native, invested in nutrition and wellness, crowding the supplement and sports nutrition aisles, mindful of mental health, and fully embracing recovery and biohacking methods to gain an edge.

It’s a trend that is driving fitness brands to respond as they look to transform the standard gym experience.

Boutique fitness franchise F45 Training has recently unveiled Recovery by F45 with plans to add cold plunge tubs, infrared saunas and percussive therapy equipment to participating studios worldwide. The new option gives F45 franchise partners the chance to add the popular wellness and recovery methods as either an add-on purchase for F45 members or as an a-la-carte option for drop-ins. 

The Mark Wahlberg-backed franchisor is led by F45 CEO Tom Dowd, who settled into his new role last year and has signaled he intends to transform the fitness brand into a health and wellness destination.

“The vision that I came in with was to be a solution headquarters for everything health and wellness,” F45 CEO Tom Dowd has told ATN.

As for Wahlberg, the actor/entrepreneur is opening a fitness and recovery concept called Municipal Gym in Summerlin, Las Vegas. Powered by EoS Fitness and set to offer state-of-the-art equipment, the new fitness facility will also feature total body recovery amenities such as cryotherapy, compression therapy, infrared saunas, eucalyptus steam rooms and cold plunges.

“The first time in history that luxury and serious fitness meet,” Wahlberg said of Municipal Gym in a social media clip. “Recovery, rejuvenation therapy, juice bars, cafe, retail stores – only the best vitamins and supplements for you. Big, crazy collabs.”

Integrating recovery and wellness solutions can help a fitness business stand out in a competitive market and increase member retention without any additional required staff. WellnessSpace Brands, maker of the HydroMassage, RelaxSpace and CryoLounge, for example, are all designed to be intuitive and self-guided, requiring little, if any, staff involvement. 

“If a product appeals to a lot of members and makes them feel great, that’s where you create stickiness,” WellnessSpace Brands president Kevin Conaway said. “Members are driven to return again and again when you offer them something that relieves pain and makes them feel better. Give members something they can’t get at home. If you get the equipment mix right, they’ll get in the car and drive to your location — even on their off days for recovery.”

The post Why Jake Paul’s Triumph is a Victory for the Recovery Industry appeared first on Athletech News.

Together, the demand for wellness practices has brought both of them back both as individual experiences and together as contrast therapy.

The global cold plunge tub market is expected to grow from $318.6 million in 2023 to $552.7 million by 2034, with a compound annual growth rate (CAGR) of 5.2% from 2024 to 2034. The sauna and spa market is expected to reach USD 5.178 billion in 2028, with a CAGR of 4.79%.

As the demand for both continues to swell, we see all shapes, sizes and designs, but are the outcomes and experiences the same between brands and products?

Mystic River Cold Tubs says absolutely not.

“There is a place for all of these different products in the market, but the experiences they deliver are vastly different,” says Mystic River Cold Tubs Founder, Daniel Schmitt. “For gyms and spas and even homes, it’s about aligning the desired outcome with the product choice and expected usage.”

Mystic River Cold Tubs – A Masterpiece Lies Within the Details 

Meticulously engineered and thoughtfully hand-crafted, Mystic River’s namesake cold plunge tubs are deliberately intended to provide an unmatched and unexpected user experience.

Fittingly, Schmitt brings an unexpected background to this marketplace himself.

Coming from a line of plumbers, electricians and craftsmen, Schmitt learned his way through the trades doing everything from remodeling to floor-covering to cabinet-making,

In 2020, Schmitt found himself doing a house remodel where the owner wanted a box built for his cold plunge. When he saw it, his instinct was to take the entire cold plunge tub and make it better – so he did. He discovered that this one product involved HVAC, design, woodworking and plumbing – all of the things he’d been doing his entire career. So he got into the business and has not looked back.

While Schmitt admits to his propensity to spend countless hours on the smallest detail of the tubs he builds, he points to three things he says are most critical.

“The three components that ultimately drive a perfect ice bath experience are first, the ability to maintain the water temperature, second, the cleanliness of the tubs and third, flow rate,” he said.

Schmitt has found solutions.

One is the addition of a water agitator that keeps the body in the desired “Cold Shock Mode” throughout the plunge, which doesn’t allow the body to create a barrier around the skin/body, leading to a cold shock at higher temperatures. Schmitt is the first person to introduce this to the cold plunge experience.

And when it comes to cleanliness, Schmitt uses a robust three-filter system with nine points of filtering.

A Fitting Duo 

Alongside Schmitt as a partial owner of Mystic River Cold Tubs is industry veteran and Recovery and Longevity Product Sales Expert, Jason Stella. Having worked for Life Time Fitness, IDEA Health & Fitness Association, 24 Hour Fitness and more, Stella brings with him over thirty years of leadership on the operational and programming side. He founded Jason Stella’s Path to Personal Excellence Consulting (PPE), which leverages his years of experience in the health and wellness field. 

“When I saw the work Daniel was doing, everything about his approach and intention awed me – he is the Einstein of cold plunge engineering,” said Stella.

The duo has also aligned with Dr. Susanna Søberg and the Søberg Institute Thermalist Education program, further positioning them as experts and consultants in the field and offering a robust package to clients in the fitness, spa and wellness industries.

The Rise of Contrast Therapy

Soon after Stella and Schmitt partnered, they set out to incorporate the benefits of heat and contrast therapy into their offering.

“We recognized the growing popularity and profound benefits of hot, cold, and contrast therapies for health, wellness, longevity, and recovery,” said Stella. “These therapies have gained substantial traction due to their ability to improve energy and mental focus, enhance cardiovascular health, boost immune function, promote mental well-being, and enhance recovery. Given these extensive benefits, we felt it was essential to offer a comprehensive range of thermal therapy solutions.”

In pursuit of this goal, Mystic River partnered with Salus Saunas, one of the most reputable and widely recognized online sauna companies globally.

As with their cold plunge tubs, Salus saunas are distinguished by superior craftsmanship, innovative technology, and unparalleled support.

“Each sauna is designed with the user experience in mind, offering features like advanced temperature controls, efficient heating systems, and comfortable seating arrangements,” explained Stella.

The company offers traditional, Infrared (Far-infrared and Full-Spectrum), and Hybrid options, barrel saunas, cabin saunas, and luxury saunas, all of which have indoor and outdoor options, and sizes from single-person to eight-person models. This versatility allows Mystic River to cater to the unique needs of different clubs and their members. 

Stella says it’s also essential to understand the type of location where the sauna will be installed. For large commercial gyms with thousands of members, he recommends custom-built saunas rather than stand-alone units. Salus Saunas has a partner to support these custom builds, ensuring they meet the demands of heavy usage. 

“Most traditional saunas sold online are more suitable for home use or smaller boutiques where staff can monitor their usage,” he says. “In gyms, traditional saunas often face issues due to misuse, such as pouring water over the heaters or covering thermostats with wet towels, leading to frequent breakdowns.”

Intention & Execution

Despite the quality of Mystic River products, Stella says that having great wellness equipment means nothing if operators and facilities don’t know how to position and program it.

“We are committed to not only providing top-of-the-line (hot and cold) therapy products but also educating our clients on the best practices for using these tools effectively,” he explained. “As a partial owner of Freedom Longevity and Wellness in Lake Norman, North Carolina, I have firsthand experience with the challenges that can arise in this industry.” 

Stella noted that the studio once faced significant setbacks “due to a corrupt business owner,” which, for Mystic River Cold Tubs, has “only strengthened our resolve to meet our clients where they are, providing tailored equipment selection and understanding how certain products will not last or perform as needed in a commercial setting.”

“Our team offers consultative services and ongoing support, seeing it as a long-term partnership that prioritizes their success and the well-being of their members,” he added. 

Stella is confident in the future of Mystic River Cold Tubs, bolstered by the brand’s quality and its partnerships with key players. 

“We are excited to see the positive impact that our solutions are having on clubs around the world, and we look forward to continuing to lead the way in hot & cold therapy solutions,” he said. “With our partnership with Salus Saunas, combined with our unwavering commitment to quality and customer support, we are confident that we offer the best solutions for clubs looking to enhance their wellness offerings. Additionally, our exclusive partnership with Discovery Land Company, one of the premier real estate developers and private residential communities and resorts in the world, further solidifies our position as the premier, high-end cold tub manufacturer in the industry.”

This article originally ran in the The Business of Prevention, Recovery & Longevity Report 2024. Download the report now to read more insights into how fitness and wellness brands are making strides in key markets.

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Luxury sauna brand Klafs has partnered with Kohler Luxury & Wellness Brands Group, introducing two brand new sauna designs and further expanding its product selection into the U.S. market. 

The German sauna brand announced the launch of Valora and Ariso, two new sauna design collections featuring high-tech hydrothermal control systems, heating benches, and steam technology. Now available to purchase under Kohler’s wellness product line, the Klafs saunas will have more direct access to a U.S. customer base. 

Since 1928, Klafs has built luxury saunas, providing the health benefits of the ancient practice of sauna use, which include improved heart health, reduced stress, and improved circulation. Customers can create personalized sauna designs from Klafs products. 

The newest designs Valora and Ariso, like all of Klafs products, boast temperature control, five preset climate experiences, and personalized sauna treatments. While the Valora sauna features full-length glass windows, the Ariso is crafted with Scandinavian spruce and dark walnut wood.

In this past year, saunas have skyrocketed in popularity with non-luxury gym chains adding saunas to their amenities lists, such as F45’s newest infrared recovery equipment. Boutique chains such as Perspire Sauna have introduced even more customers to the wellness practice. 

Bonnie Choruby, president of Kohler Luxury & Wellness Brands Group, says Klafs represents Kohler’s mission for wellness excellence.

“KLAFS is an international market leader that shares our passion for innovation, design, and relentless pursuit of providing exceptional wellness products, services, and experiences,” Choruby said. “These new top-of-line saunas are wellness solutions that can enhance the level of self-care enjoyed at home and in wellness destinations.”

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Over the past 4 years, wellness and recovery spaces in gyms have transitioned from being a luxury to a non-negotiable. As consumers increasingly adopt a holistic approach to their well-being emphasizing self-care, health span and longevity, they are seeking out fitness facilities that align with these values. 

Modern gym-goers no longer see the gym as simply a place to burn calories or build muscle. They are looking for environments that support a deeper approach to overall wellness. Gyms and studios that fail to offer such spaces risk becoming non-relevant.

The questions then become: where do you start in your build-out? What are the considerations to keep in mind when you’re designing the ultimate space for your members and how can operators and owners create a space that enhances “stickiness” and even brings in new members?

For more than 30 years, WellnessSpace Brands has been addressing these very questions.

“Our longevity in the wellness space gives us a unique perspective,” said Kevin Conaway, the company’s president. We’ve been involved in developing  thousands of wellness spaces for multiple industries and can leverage what we’ve learned to help eliminate the pain points and navigate the potential pitfalls for owners and operators designing a new space.”

Navigating Potential Pitfalls

When embarking on the planning process, Conaway says there are two common mistakes that stand in the way of success.

“First, do your homework,” he says. “You should understand what other clubs are doing well. What’s working and what’s not? And even more importantly, you need to understand your member base – what they desire in a wellness space and what type of equipment they will use the most.”

Another mistake? Dipping your toe in.

“You should never start with just one piece of equipment,” he says. “No member wants to be the only person using a single piece of equipment—it’s uncomfortable and counter to the social nature of a gym. You need multiple pieces to make the space feel accepted and even desirable, creating a social experience.”

Beyond these common pitfalls, there are several key considerations to take into account.

Staffed or Unstaffed?

Conaway advises that from a strategic standpoint, the first decision is to determine whether or not the space will be staffed.“Assisted stretching, Cryo chambers, hands-on massage and the like require staff,” he explains. “If that’s part of your model, great, but most gyms don’t have the resources to allocate to this.”

To this end, WellnessSpace products are all designed to accommodate self-guided use.

 “We have three product categories – HydroMassage, RelaxSpace and CryoLounge – that are all designed to be completely intuitive and self-guided, offer extreme comfort and require very little staff involvement,” he says.

Location

Conaway says the optimal placement of a wellness space was a learning curve for the fitness industry at first.

“In the beginning, many operators saw wellness as being akin to a personal massage – something to put behind closed doors,” he explained. “But hiding is a big mistake. You want members to know these services exist and to recognize their value. Think of it like a busy restaurant — if it’s crowded and inviting, it becomes enticing.”

The sleek, private design of RelaxSpace Pods provides a full-sensory relaxation experience within a bustling wellness environment. “Products like this are an excellent choice because they offer a personal session while still maintaining a sense of connection with the larger space.”

Product Choice

Product choice is clearly a pivotal aspect, and with so many options, how does one even begin?

Conaway points to four critical factors.

“First, as discussed, gyms find great benefit in choosing self-guided, intuitive products that members can walk up to and use on their own without assistance,” he explains. “This makes the space approachable as well as easy to manage.”

“Second, a high-capacity rate is crucial. Products that can accommodate 30, 40, or more users a day are clearly a better investment than those requiring longer sessions per user.For example, HydroMassager offers full-body relief in 10 to 15-minute sessions, which is key to maximizing your space.”

Next, Conaway highlights the “Ahhhhhh” factor.“If a product appeals to a lot of members and makes them feel great, that’s where you create stickiness,” he says. “Members are driven to return again and again when you offer them something that relieves pain and makes them feel better.

Enter HydroMassage.“The water massage technology delivers a deep, warm massage that contours to the body, making it a popular choice for gyms,” explains Conaway.

Finally, he says, “Give members something they can’t get at home. If you get equipment mix right, they’ll get in the car and drive to your location — even on their off days for recovery.”

Atmosphere

When it comes to atmosphere, Conaway emphasizes that there’s no one-size-fits-all approach, but it’s crucial to ensure the space feels distinct and separate from workout areas, offering a comfortable environment that aligns with your brand’s identity.

“I’ve seen countless strategies for creating the right ambiance,” he says. “Some opt for a calm, dimly lit setting, while others go for a brighter, lighter vibe. What matters most is that the space stands out from the rest of the gym. It should feel special. Prioritize aesthetics—choose products that are not only functional but also visually striking and pleasurable to use. This is what transforms a simple wellness area into a high-end, must-visit amenity.”

To address this, WellnessSpace recently launched the HydroMassage Lounge 440 G3, their most advanced model yet, combining ultimate comfort, durability, and cutting-edge design to make a bold statement in any wellness space.

Conaway says there are two approaches to the financial model. “It’s very simple, ” he says, “You can either charge for it or include it in the membership. The biggest piece of advice here is to make it an easy yes for members. You want more members using the wellness space, so don’t make it a hard decision”

Promotion & Future Proofing

The adage ‘if you build it, they will come’ does not necessarily apply here.“The best way to promote your wellness space is to get members to experience it,” he says. “There’s nothing that replicates a test drive, so invite people in to try the new services.” “Then make sure your marketing reinforces the message that these new services are available for them to enjoy every day.” In support of this, WellnessSpace provides many marketing materials in a Customer Portal, including brochures, posters, banners,videos, staff training,  and more.

With so much innovation happening in this space, Conaway advises gyms to leave wiggle room for the future.

“During the design process it’s smart to allocate space for future concepts and equipment,” he says. “Leave some extra room for new concepts so you can grow and evolve as the industry does.

In closing, Conaway emphasizes that while there is no cookie-cutter solution for designing a wellness space, certain elements are essential.

“There isn’t a silver bullet for creating the perfect space,” he says. “But it must be highly visible, comfortable,and inviting. 

The equipment needs to make people feel great every time they use it, providing a reason for members to return day after day. 

And finally, it’s about more than just adding equipment, it’s about creating an experience that reflects your brand’s commitment to wellness, offers something unique, and drives engagement and retention. 

When your wellness space stands out and provides real value, that’s when you’ve truly completed the fitness experience for your customers.”

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The global wellness economy now stands at $6.3 trillion as consumers prioritize their wellbeing more than ever before.  

Gyms and health clubs are increasingly getting in on the action, offering modalities ranging from infrared saunas and cold plunges to personalized wellness coaching and medically assisted weight-loss services. 

Still, the fitness industry is in the early days of its embrace of wellness, and it’s not always clear which strategy gym operators should take.  

Three experts in the burgeoning wellness and recovery space – Wellness JK president and CEO Brynn Scarborough, Othership co-founder and CEO Robbie Bent, and longtime fitness entrepreneur Mike Hansen – got together during ATN’s DISRUPT 2024 video series to tackle this vexing problem for operators. 

In the panel, “Wellness Room: Building the Ultimate Recovery Experience,” Scarborough, Bent and Hansen give their views on how gyms should position themselves to create winning wellness and recovery experiences. 

Recovery as a Core Gym Offering

Hansen, an entrepreneur and advisor with over 25 years of fitness industry experience, is all-in on wellness and recovery.  

A former 24 Hour Fitness staffer, Hansen believes offering wellness and recovery services is a must for gyms looking to compete in the modern era. 

“Back in the day at 24 Hour Fitness, we would always sell on the five components,” he recalls. “To me, this actually brings us to a point where we should have six components; recovery is one of those components now. We never used to sell it; we would sell nutrition, cardio, resistance, supplements and education. We have to add recovery now.”

Hansen cautions that gyms can’t add recovery services as a “check-the-box” measure; they must invest resources into providing a top-class experience, including educating their staff on new modalities. 

“I actually don’t think anybody has solved it on the gym side of the equation,” Hansen says, noting that this has created a gap in the market that’s allowed social wellness concepts to flourish as consumers seek more holistic experiences outside of the gym. 

“It’s a tough road for (gym) operators who aren’t willing to be open to change,” Hansen adds. 

The Trifecta: Ease of Use, Accessibility & Effectiveness

Scarborough, who leads Wellness JK, one of the world’s top providers of wellness and recovery equipment, offered some practical advice for gyms and clubs looking to create winning recovery rooms. 

When it comes to selecting the right modalities, “ease of integration” and “accessibility” are key, Scarborough says. 

“Is your front-desk person going to be able to say in three sentences what it is and consistently repeat that message from an uptake perspective?” she says. 

Gyms should also prioritize wellness and recovery modalities that their members can easily understand. This is more beneficial than chasing the latest and greatest tech, according to Scarborough

“Accessibility is extremely important. … At the end of the day, the backbone of America is small-town America. What’s actually going to make it across the population?” she says. 

Lastly, wellness and recovery modalities must be effective in order to drive long-term use. Ideally, members should be able to feel those effects right away.

“That’s why cold plunge is so sticky from a consumer perspective, because you get out and you have this rush of happy hormones for the rest of the afternoon,” Scarborough notes. 

Scarborough mentioned tools like red light and dry water massage as other modalities that can produce those types of immediate effects.

“In traditional fitness, they’re just starting to scratch the surface into some of these modalities,” Scarborough says, although she pointed to Planet Fitness as a good example to follow. The high-value, low-price (HVLP) gym giant offers modalities including HydroMassage beds and massage chairs as part of its premium Black Card membership option, and has been doing so for quite some time. 

“Whether you love them or you hate them, they were two decades ahead of this trend,” Scarborough says of Planet Fitness.

Tapping Into the Social Side of Wellness

Bent, the CEO of Othership, a highly popular communal sauna and ice bath studio with locations in Toronto and New York City, believes gyms can tap into wellness and recovery, but they should also be careful not to overextend themselves.

While social wellness experiences like Othership may be taking off, that doesn’t mean gyms should be racing to create their own versions of a bathhouse. 

“I think it’d be very hard as a gym to also be an expert in a bathhouse offering,” Bent says, although he notes gyms can still offer things like saunas and cold plunges, albeit in a less immersive way.

Gyms may have a big opportunity on the fitness side of the social wellness spectrum, however. Bent points to The Athletic Clubs, a New York-based boutique fitness brand that trains people in small groups called “squads” to foster meaningful connections in an era of epidemic loneliness. 

“That seems like a simple thing that a gym can add without new equipment,”  Bent says. “How do you connect your members with what you have? 

“I think there’s a huge opportunity for gym operators to look at that Athletic Clubs model and start to offer (squads) to connect people while they’re working out,” he adds. 

Overall, Bent is bullish on the rapid growth of the wellness and recovery space, which should bring more people into a healthy lifestyle. 

“I could see a world where 90% of people are looking for social solutions that don’t involve alcohol,” he says. “I think that bodes well for all gym operators.” 

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Kane Footwear is on a roll. Makers of a highly popular active-recovery shoe, the brand has seen its revenue triple year-over-year since its founding in 2021, striking deals with retail giants including Dick’s Sporting Goods, Nordstrom and Scheels. 

More than that, Kane has successfully inserted itself into the athletic-footwear zeitgeist, its shoes being spotted everywhere from NFL and NBA locker rooms to the feet of celebrities like Drake to Moms and Dads across the country as word of mouth spreads. 

There’s a good chance you’ve seen Kane’s somewhere, whether in person or on social media, even if you couldn’t quite identify the brand behind the unique footwear silhouette. Kane’s flagship product, the Kane Revive, is an active-recovery shoe featuring a two-piece mold, proprietary foam technology and holes on the upper section for breathability. 

Kane’s early success comes as the global recovery footwear market is projected to reach $26.7 billion by 2033, up from around $11.2 billion in 2023, likely driven by increased consumer demand for wellness options. Kane is poised to be one of the major forces driving that growth over the next decade. 

John Gagliardi founded Kane to give athletes a better postgame (or post-practice) footwear option than slides, which have traditionally dominated the market. 

“I see our shoes as almost like another piece of equipment for athletes or fitness enthusiasts to wear after performing,” Gagliardi, a former pro lacrosse player who previously co-founded sports equipment company Maverik Lacrosse, tells Athletech News. “I saw the other (recovery) products that were out there, and I just thought we could improve on them.”

Inside an ‘Active Recovery’ Shoe

To create a truly effective active-recovery shoe for athletes, Gagliardi sought expert guidance. He enlisted the help of Dr. Daniel Geller, a sports podiatrist and foot/ankle surgeon based in New York City who informed the design of the Kane Revives. 

Dr. Geller, who serves as Kane’s chief medical officer, tells ATN that the Revives feature a wide base along with a dual-density cushion system that’s designed to provide firmness in the parts of the foot where you need it and softness in other areas. 

“This combo allows you to feel supported through the sole and arch of the foot, while also allowing you to feel protected from the ground reaction forces, providing an extremely smooth heel-to-toe gait cycle,” Dr. Geller explains. 

The Revives also feature RestoreFoam technology, a proprietary blend designed to provide an adequate cushion without being too soft. Additional features include a 10-millimeter heel-to-toe drop, tiny nodes inserted into the soles of the shoes to help stimulate blood flow, and holes on the upper for breathability. 

From the Locker Room to Everyday

The Revive’s features caught the eyes of professional strength and conditioning coaches across the country, who agreed with Gagliardi’s assessment that athletes were in need of a better postgame footwear option than slides. 

“We pretty much launched at a fitness event,” Gagliardi recalls of Kane’s early days. “Then we got some calls from strength trainers and equipment managers in the NFL, and then the NBA, who said, ‘Can you send me a couple? I’d like to buy these for my team.’” 

Keen-eyed viewers of HBO’s “Hard Knocks” series might have seen Kane shoes pop up on their screens during locker-room scenes featuring the Chicago Bears or Detroit Lions, with players on both teams sporting Revives. 

Gagliardi is quick to note the organic nature of Kane’s early growth, with NFL and NBA coaches approaching him, not the other way around. 

“We didn’t have any contacts in these organizations,” he says. “And they buy them for their teams and organizations. We don’t give anyone (free) shoes.”

Beyond the science, Kanes have a distinct and appealing look that has captured the attention of social media stars, athletes and everyday consumers. 

Today, Kane has partnerships with sports and fitness influencers including Matt Choi and Eric Hinman. The brand also has licensing deals with at least 24 college sports programs on co-branded shoes, including football juggernauts like Alabama, Clemson and Georgia. 

Kane is also active in the name, image and likeness (NIL) space in college sports, striking a sponsorship deal with Missouri wide receiver Luther Burden III, who is projected to be a top NFL draft pick next year.

But it’s more than just elite athletes who wear Kane shoes – Revives can be found on the feet of everyone from high school students to their parents to run club enthusiasts. 

“It’s definitely evolved out of the locker room and out of the gym bag to everyday, ordinary use,” Gagliardi says. “It was built for the top sports athlete, but it also translates down to everyday weekend warriors and people just being active on their feet, going to the market, walking your dog and going to the beach.”

What’s Next for Kane?

As it eyes more growth, Kane will look to enter new retail channels beyond its current relationships with stores like Dick’s and Nordstrom.

“We want to be an omnichannel brand,” Gagliardi says, although he notes that Kane is very strategic about where it chooses to sell shoes. 

“We’ve said ‘no’ more than ‘yes,’ Gagliardi notes. “We just want to grow properly and at the right pace.”

For Kane, part of growing properly means focusing on quality and sustainability. 

A certified B corporation, Kane makes its Revive shoes from Brazilian sugarcane, a material that the brand says is better for the environment than traditional components since it’s regenerative and draws down CO2.  

“We try to do things the right way,” Gagliardi says. “We could have made this in Asia for about a quarter of the price, but we make it in Brazil from a top manufacturer using sugar cane, a renewable material. Not everything’s about how much money we can make; it’s about creating a great product.”

Still, Kane doesn’t play up the sustainability factor too much in its marketing, instead choosing to focus on the quality of its active-recovery shoes. 

Asked to identify the key factor that’s allowed Kane to grow so fast since its creation just three years ago, Gagliardi points to word-of-mouth. That, he says, is more important than marketing schemes, influencer campaigns or high-minded statements about Kane’s commitment to the environment. 

“We developed the right product from the start,” he says. “People like it, so they tell their friends, and they buy multiple pairs. I think that’s the gist of it.” 

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