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

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

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

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

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

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

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

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

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

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

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Fit tech leader EGYM is headed to the HFA Show in Las Vegas in a few days, on the heels of a stellar 2024 where the company raised $200 million in a Series G round and hitting a valuation of over $1 billion. Now, EGYM is ready to showcase its latest innovations and workout ecosystem at the fitness industry’s premiere trade show.

It begins with the EGYM Genius, an advanced AI ecosystem that integrates with more than 200 fitness brands, offering the ultimate solution for both operators and their members. EGYM Genius goes beyond tracking workouts, fine-tuning them for a hyper-personalized experience that allows members to hit their goals in record time.

As strength training continues to dominate the fitness industry, EGYM is answering the call—set to spotlight its M20 Smart Strength Squat, the latest addition to its Smart Strength series. The new machine combines digital resistance, guided movement, and automated adjustments for a safe, and fully personalized full-body experience that adapts to a user’s needs.

Rounding out the collection is the EGYM Squat Flexibility Test within the Fitness Hub, an impressive onboarding machine that conducts intuitive body analysis, flexibility tests and training progress visualization—a key feature that is appreciated by fitness consumers.

The Squat Flexibility Test provides EGYM operators and members with an even more advanced onboarding experience with breakthrough 3D analysis technology that assesses mobility, strength, and balance. It also generates a BioAge Flexibility Score that correlates mobility with biological age and provides an essential metric for tracking progress. The feature integrates with EGYM Genius, giving members precise, goal-oriented workout recommendations.

On the back-end club management side, EGYM will spotlight its new EGYM Business Suite 2.0, which simplifies operations with a centralized, data-driven platform that includes a single sign-on access to all EGYM products and services. The new system gives operators real-time insights into usage behavior, the ability to optimize their management tools, and enhance member retention through smart analytics and automation.

EGYM will be found at Booth #1203 at the HFA Show. Appointments can be booked here. 

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Receipts has developed a way to incentivize workouts by offering access to top brands and experiences, aiming to tackle the ongoing health crisis and rising healthcare costs.

It’s a concept that researchers say has promise, with a 2024 study revealing that gamification and rewards can boost motivation.

The new fitness rewards app has launched its first challenge and brand partner as part of its new Collective Moment Series, a monthly challenge featuring a shared fitness goal while giving a stage to a brand partner each month.

The Receipts app links to fitness trackers, rewarding individuals with points for “intensity minutes”—defined as minutes spent exercising at an elevated heart rate. Athletes can then redeem the points for gift cards, perks and experiences with Receipts’ brand partners.

As of now, Receipts supports Apple Watch, Garmin, Coros, Whoop and Oura Ring, but plans to integrate directly with more wearables in the future.

For the challenge, Receipts teamed up with sports equipment and apparel brand Salomon. Participants are challenged to collectively achieve 50,000 intensity minutes to earn gift cards, running shoes, running vests and bonus points. Prizes are released if participants collectively move for the 50,000 intensity minutes, according to a post on Instagram.

Receipts users can also compete with friends on weekly leaderboards, track their week-over-week progress, and share photos and videos of workouts. The app recently introduced Streaks, which allows athletes to earn bonus points for maintaining weekly streaks and Goals, a feature that prompts athletes to set fitness goals and put points on the line as collateral.

Users who refer friends can earn 25 bonus points after their first workout — and their friend gets the same reward.

Another upcoming feature—Drops—will offer a new way to redeem points, giving brand partners a chance to spotlight upcoming product releases through exclusive experiences.

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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Human Powered Health, a human performance company with labs that offer athletic performance and health assessments, has partnered with wellness and nutrition company Momentous.

Human Powered Health Cycling, U.S.-based Women’s WorldTour professional cycling team, is one organization that will benefit from the initiative, where its athletes will have access to Momentous’ NSF Certified for Sport products, comprehensive physiological assessments from the Human Powered Health Performance Lab and a hyper-personalized training and recovery program.

“Our team strives to push the limits of human performance,” Human Powered Health Cycling’s team trainer Callum McQueen said. “This partnership provides us with the resources and expertise to do just that. Supplementation is key for many sports, but especially in cycling due to its high demands on the body. Momentous’ line of products is ideal because we will use them to aid recovery and promote additional key nutrients that athletes can’t get from food alone.”

Human Powered Health clients and email subscribers will also be able to purchase Momentous products at a 15% discount within the performance labs and online. Human Powered Health has labs in Boston and Wellesley, Minneapolis and Scottsdale. 

“At Momentous, we are committed to providing athletes with the highest quality, most effective nutrition solutions,” Momentous founder and CEO Jeff Byers said. “Partnering with Human Powered Health allows us to directly empower elite cyclists on their journey to peak performance by integrating our products into their approach to training and racing. We are excited to support Human Powered Health in all facets of this partnership.”

Last year, consumer-focused investment firm Humble Growth acquired a significant minority stake in the Utah-based Momentous. 

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Make Time Wellness, co-founded by Emma Heming Willis and Helen Christoni, is expanding its product line and has announced new retail partnerships, including The Vitamin Shoppe.

The duo were honored in People Magazine’s Women Changing the World last year.

The women’s brain health and wellness brand recently launched a sugar-free Brain Health & Beauty Gummy $39.99 and plans to introduce Make Time for Beauty Sleep $29.99, a sugar-free gummy with melatonin and biotin as key ingredients. The brand’s Make Time for Brain, Body and Beauty Vitamin Powder has also been reformulated, incorporating Cognizin Citicoline, a naturally occurring nutrient, and organic green tea (one of the top 10 superfoods of 2025, according to the 13th annual What’s Trending in Nutrition survey).

“Our team is incredibly excited about the continued growth and success of Make Time Wellness,” Christoni said. “We are deeply grateful for the recognition we’ve received this year and are eager to introduce our newest products to our loyal customers. Our reformulated products and new launches reflect our commitment to creating high-quality wellness solutions that support every aspect of our customers’ health and beauty journeys.”

Last year, Make Time Wellness launched a podcast with 20-minute episodes covering everything from navigating grief to embracing clean living.

“These partnerships are an incredible opportunity to reach new audiences and make our supplements more accessible to women who are seeking effective, high-quality solutions for brain health, beauty and overall well-being,” Willis said. “It’s a big step forward for Make Time Wellness, and we can’t wait to continue making a positive impact on the lives and brain health of women.”

The supplement industry shows no signs of slowing, with new products reflecting evolving consumer preferences, such as sugar-free options, gut health and immunity support and hydration and sleep-focused solutions.

In addition to Make Time Wellness, Vital Proteins has unveiled Colostrum Capsules aimed at supporting gut and immune health. Cure Hydration, another female-founded company launched by triathlete Lauren Picasso, focuses on hydration, offering an electrolyte mix based on the World Health Organization’s oral rehydration solution formula (which is scientifically proven to hydrate just as effectively as an IV drip), according to the brand.

Supplement brand Cadence is also targeting hydration, with a line that includes a carbonated beverage, hydration sachets and pre-workout and sleep formulas.

Sports nutrition brand Bucked Up—which was just awarded Best Innovation this past weekend at the Arnold Sports Festival—just launched a line of lightly carbonated, zero-sugar protein drinks.

In the sleep category, recovery nutrition brand Cheribundi recently launched Sleep Gummies, incorporating its signature tart cherry juice for its anti-inflammatory properties.

Floyd Mayweather has also joined the supplement space with 1O1 (One of One), a collection that includes whey protein powder, pre-workouts, creatine, a gut health product, hydration sticks and peptide capsules.

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Vaura Pilates, an athletic reformer Pilates experience owned by F45 Training, has named Luxe Fit Pilates its new master franchise partner that will grow the brand across Southeast Asia and the Middle East.

Vaura’s two new flagship locations are set to open later this year in Dubai and Jakarta. Its Singapore studios in Tanglin and Joo Chiat are now open. The Pilates concept launched its first U.S. location last January in New York City’s Upper East Side neighborhood.

In its 2024 metrics report, F45 noted that Vaura Pilates saw Average Unit Volumes (AUVs) surge by 51.5%, while same-store sales grew by 21.6% globally.

“We are delighted to be partnering with industry leaders Luxe Fit Pilates, who have experience and a deep understanding of operating our upscale boutique franchises, which is complementary to their unwavering passion for the Pilates community and the Vaura brand,” CEO Tom Dowd said. “With Luxe Fit Pilates’ proven expertise in building high-performing fitness communities, we are excited to see Vaura excel within their markets.”  

The Pilates experience offers four 50-minute signature class formats in a club-like setting with immersive mood lighting and mirror ceilings.

Total: a full-body conditioning workout

Stretch: a Pilates/yoga mix focusing on flexibility and mobility 

Circuit: a HIIT experience that blends strength and stability training

Fusion: a hybrid reformer Pilates class with floor-based functional movements

Nurture: a slower-paced class with an emphasis on modifications, suitable for those returning to exercise, new moms and moms-to-be

Post class, showers are available at most locations as well as a hair bar with hair dryers and straighteners.

“The health and wellness landscape within Southeast Asia and the Middle East, which is home to a large population of health enthusiasts, offers a unique and thrilling opportunity to introduce communities to our refined Pilates,” Luxe Fit Pilates CEO Anna Michau said. “This expansion marks an exciting moment for Vaura, and with both markets emphasizing the importance of one’s overall well-being, lends itself as the ideal locations for our results-driven approach.”

F45 also owns FS8, a franchise concept that combines Pilates, tone and yoga. The brand opened its first studio last March in Austin, Texas, and has master franchise agreements set for South Korea, the U.K. and Europe.

Middle East gym giant GymNation is also capitalizing on the Pilates trend, investing $1.5 million in Pilates studios at its existing and future locations. The club operator recently partnered with Basi Systems to outfit its facilities with pilates equipment.

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

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

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

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

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

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

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

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

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

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Crunch Fitness franchise group The Undefeated Tribe, founded in 2018 by Tony Hartl, is partnering with NNI Construction for 50+ locations, where the team has been tapped for build-outs, renovations and expansions for new and existing gyms. 

The Undefeated Tribe—which was named the Franchise of the Year for Crunch Fitness in 2021—has opened several gym locations in recent weeks in Windcrest, Texas, Albuquerque, New Mexico, Dallas, Texas, St. Peters, Missouri and San Antonio, Texas.

The group now has 27 Crunch Fitness clubs in its portfolio.

“The professional executives at NNI Construction have partnered with us from day one to build world-class gyms across Texas and Oklahoma,” Hartl said. “We will continue building new gyms and utilizing our partnership with NNI Construction to bring the Crunch brand to life and offer our members a world-class fitness experience.” 

The Undefeated Tribe’s continued growth has led to opportunities for fitness professionals, such as personal trainers and group fitness instructors. According to the group, hundreds of individuals are invited to join their team across Texas, Oklahoma, New Mexico and Missouri.

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Modern Reformer Pilates brand JetSet Pilates is expanding in Texas, with its first Houston-area locations set to open following a deal in The Woodlands.

The new studios are set for River Oaks at 3515 W. Dallas Street and League City at 1340 E. League City Parkway. JetSet plans to open six to eight additional studios in the area, targeting neighborhoods including The Heights, Memorial, Sugar Land and Montrose.

“Houston is an incredibly dynamic market with a thriving fitness culture and a population that values high-quality wellness experiences,” JetSet Pilates CEO Bert Albertse said. “With its mix of vibrant urban neighborhoods and fast-growing suburban communities, Houston presents the perfect opportunity for JetSet to make an impact.”

The boutique Pilates franchise, founded in 2010, began franchising in 2022 and now has more than 90 studios in development both domestically and internationally. 

“With Houston’s rapid population growth and increasing demand for boutique fitness options, we see a tremendous opportunity to establish JetSet as the go-to premium Reformer Pilates brand in the area,” JetSet founder and brand president Tamara Galinsky said. “We’re excited to partner with motivated entrepreneurs who share our passion for movement, wellness and community.”

Last month, JetSet Pilates announced a strategic investment from Purchase Capital to fuel its expansion, instructor training programs and enhance its member experiences. 

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Meta is sunsetting Move, an app that tracks physical activity and calories burned across games and apps on Meta Quest.

The news came in an email notifying users that the app will be discontinued on March 31. The tech company explained that Move relies on legacy technology, limiting its ability to introduce new innovations for Quest users.

The app allows users to set calorie-burn and Move-minute targets to match their personal goals, with the option to display live Move stats without leaving their game or app, like Beat Saber and Supernatural. Calorie estimates are generated using an algorithm that factors in basal metabolic rate (age, weight, height and sex) along with data from headset, controller and hand movements. Users can also choose to rely on average estimates instead. 

“This transition will allow us to deliver more advanced and exciting features to enhance the Quest experience,” the email continued. 

According to Meta, the discontinuation of Move won’t affect any other fitness features built within individual apps. 

For some Quest fitness users, the decision comes as a new blow. Meta had just killed off Scoreboards, an app that consolidated leaderboard data in one place, allowing users to view their placement and compare their ranking against followers, in December 2024

In a thread discussing Meta’s decision on Reddit, many Move users indicated that while the app’s accuracy in tracking calories based on movement versus heart rate was lackluster, they did appreciate its ability to track daily headset usage and keep them motivated. Still, the disappointed from some are apparent: “So sad Meta is still not getting it – Quest 3 is a fitness gadget…” one poster shared. The decision also has some Quest fitness users considering purchasing a smartwatch or wearable fitness tracker.

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Genesis Health Clubs is growing—again.

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

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

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

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

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

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

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

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

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

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

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