The HFA Show 2025 is almost upon us.

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

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

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

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

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

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

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

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

What To See at HFA Show 2025:

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

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

Longevity Makes Its Way Inside Clubs & Studios

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

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

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

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

What To See at HFA Show 2025:

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

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

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

AI-Powered Personalized Fitness Is (Finally) Here

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

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

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

What To See at HFA Show 2025:

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

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

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

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

Equipment Makers Go All-In on Strength

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

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

What To See at HFA Show 2025:

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

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

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

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

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

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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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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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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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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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The Fitness Technology Summit is expanding to Europe, heading to London this summer thanks to a partnership between event organizer ALTA Technology Group and LeisureLabs, a U.K.-based digital agency for fitness and wellness brands. 

The Fitness Technology Summit Europe 2025 will be held June 24-25 in London at Stamford Bridge, the stadium of Premier League soccer club Chelsea FC. It marks the first event staged outside of North America for The Fitness Technology Summit, an annual event that’s centered around the intersection of fitness and technology.

“We are thrilled to partner with the LeisureLabs team to bring The Fitness Technology Summit to the U.K. Europe has a dynamic and fast-growing fitness technology sector, and LeisureLabs are leading the way in this market,” said ALTA managing partner Al Noshirvani. “We are confident this event will provide an invaluable opportunity for networking, knowledge-sharing and innovation.“

First held in 2012 (then called the Motionsoft Technology Summit), The Fitness Technology Summit brings together industry leaders, entrepreneurs and key decision-makers for a day of high-level discussions on pressing topics and trends, along with networking opportunities. Every year, the Summit also supports a charitable cause. Past partners include the Wounded Warrior Project and Back on My Feet, among others.

Last year’s event, staged at Caesars Palace in Las Vegas, was held in concert with Augie’s Quest BASH, an ALS fundraiser in honor of Augie Nieto, the late founder of Life Fitness. During the event, 24 Hour Fitness founder Mark Mastrov was honored with the first-ever Augie Nieto Fitness Legacy Award.

In line with previous events, The Fitness Technology Summit Europe 2025 will be invite-only, according to organizers. The London event’s advisory panel includes PureGym’s Andy Caddy, Third Space’s Steven Dick, David Lloyd Clubs’ Mark Williams, The Gym Group’s Milan Juza and The Retention Guru’s Dr. Paul Bedford. 

“We’ve long been supporters and fans of The Fitness Technology Summit, and we believe that there is a clear need in the European market to create an environment where fitness and technology leaders can connect, collaborate and drive the future of the industry together,” said LeisureLabs founder Alex Peacock. “We’re delighted to be working with the team at ALTA to make this a reality, and we can’t wait to welcome the industry’s brightest minds to London.”

The U.K.’s fitness market is growing fast, valued at £5.9 billion ($7.6 billion) in 2024, according to a recent report. There are over 10 million gym memberships in the U.K. as high-value, low-price (HVLP) operators like PureGym see success, but also premium, boutique fitness brands like 1Rebel. 

Following June’s event in London, The Fitness Technology Summit will host its 2025 North American event in Chicago this fall, set for October 13-15 at the InterContinental Hotel.

Excited to attend more fitness and wellness events? Register here for the ATN Innovation Summit 2025, a can’t-miss two-day event to be held on June 17th and 18th in New York City featuring the biggest names, brands and ideas across fitness, health and wellness.

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The cycling studio is investing in sustainability with its latest partnership

SoulCycle has introduced a new partnership with Uni, a zero-waste body care brand, for its post-ride experience in its studios across the U.S. and U.K. Beginning March 3rd, SoulCycle locker rooms will feature Uni’s Hydrating Shampoo & Conditioner, Skin Shield Body Wash and an exclusive preview of Uni’s soon-to-be-released Face Cleanser. Riders can also use Uni’s 24-Hour Body Serum.

“At SoulCycle, we believe the experience doesn’t end when the ride is over—it extends to how our riders take care of themselves before and after class,” SoulCycle CEO Evelyn Webster told Athletech News. “We were drawn to Uni’s commitment to sustainability and high-performance formulations, making this partnership a great fit.”

Uni’s products are made with marine-derived ingredients. The Uni Marine Complex, a blend of ocean hydrators, antioxidants and minerals, is intended to help maintain the skin’s natural barrier.

Webster noted that the transition to Uni’s products was smooth and well-received.

“One of our priorities was ensuring that the products would be effective for all skin and hair types while aligning with our sustainability goals,” she continued. “We also wanted our instructors and studio teams to test the products before launch and the feedback has been incredibly positive.”

SoulCycle’s decision to partner with Uni was also influenced by the brand’s approach to reducing waste. Uni’s refillable packaging and sustainably sourced ingredients align with SoulCycle’s efforts to create a more environmentally conscious studio experience.

“Strategic partnerships should feel natural and aligned with shared values,” said Webster. “We’re not just looking at what goes in our locker rooms—we want to create meaningful touchpoints that bring the collaboration to life in ways that resonate with our community.”

SoulCycle has invested in partnerships recently, including BetterHelp, Dr. B and FitBit, to deliver value to customers across mental health, financial accessibility and wearables. This summer, the brand also hosted a Wellness Weekend in the Hamptons, which included brand partners like Allyoos and Hyperice.

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New York City’s boutique fitness studios are improving when it comes to the in-class experience they provide for their members, although some modalities are lagging behind, according to a new report. 

The Fit Guide, a company that rates boutique fitness studios in categories including class experience, reception services and technology, shared data from its 2025 New York report, the first of multiple reports slated to release this year in major cities.

On average, boutique fitness studios in NYC scored higher in this year’s report than they did in 2024, a positive development for Big Apple brands. 

Across all brands surveyed, the average class experience score jumped to 84 (out of 100), an increase of 3.3% compared to last year. 

Barre saw the largest improvement of any fitness modality tracked, with a 5.7% increase in class experience scores. Cycling was the only modality to see a decline in class experience scores, dropping by 4.7%.

Reception services continue to be a slight pain point for NYC boutique fitness studios. This year’s average reception score was 74.9, just a 0.5% increase from last year’s rating. 

Yoga was the lowest-scoring modality overall for the second year in a row. 

“We’re delighted to see the standard of New York’s boutique clubs improve this year, but there is still a lot of room for improvement, especially in yoga and cycling,” The Fit Guide co-founder Jack Thomas told Athletech News. “Pilates and barre have seen considerable gains in terms of experience and service, which is perhaps no surprise given the recent success of many brands in these spaces.”

Launched in 2023 by Thomas and Matt Lavender, The Fit Guide provides independent, anonymous evaluations of boutique fitness studios across the world. The company assesses studios across 250 standards in five key categories: reception service, facilities, group class experience, technology and online presence. The Fit Guide evaluates studios in five fitness modalities: barre, cycling, HIIT/strength, Pilates and yoga. 

Designed to serve as the “Michelin Guide for fitness,” The Fit Guide has released reports on studios in markets including New York, London, Singapore, Dubai and Sydney. In March, the service will launch in Los Angeles, with a Miami report planned for later this year.

Athletech News breaks down more key data from The Fit Guide’s 2025 New York report:

Studios scoring over 90, averaged out across all categories, earned The Fit Guide’s coveted 5-Star Award. Eight boutique fitness studios in NYC received this honor for 2025. 

2025 New York 5-Star Award Winners

• F45 Training, Flatiron
• F45 Training, Lower East Side
• Orangetheory, Manhattan-Plaza District
• Orangetheory, UWS 92nd St
• Physique 57, 60th & 5th
• Physique 57, SoHo
• Pure Barre, Union Square
• The Bar Method, Cobble Hill

5-Star Class Experience Award Winners

• Barre3, West Village
• F45 Training, Flatiron
• F45 Training, Lower East Side
• Lifticonic, West Village
• Orangetheory, Chelsea
• Orangetheory, Manhattan-Plaza District
• Orangetheory, SoHo
• Orangetheory, UWS 92nd St
• Physique 57, 60th & 5th
• Physique 57, SoHo
• Pure Barre, Flatiron
• Pure Barre, Union Square
• SLT Tread, NoMad
• Solidcore, NoMad
• The Bar Method, Cobble Hill

Eager to see more insider data on the fitness and wellness industry? Register here for the ATN Innovation Summit 2025, a can’t-miss two-day event to be held on June 17th and 18th in New York City featuring the biggest names, brands and ideas across fitness, health and wellness.

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Peloton has secured a spot in the Lone Star State, entering a partnership with the University of Texas and outfitting a zone within Gregory Gym, an on-campus gym, with its signature connected fitness equipment.

According to Gregory Gym’s website, the Peloton-branded fitness zone features seven Peloton Bike+ and Row workout stations. Both on-demand and live classes will be available. Gymgoers can access the equipment without a paid subscription by simply using their email address to create a username and password. Current Peloton members can sign in with the credentials associated with their Peloton app or All-Access membership.

There is also a call to action at the bottom of the site to join the #PelotonatTexas community and connect with fellow Longhorns, discover workouts, compete in real-time and send encouragement—building on Peloton’s continued focus on community.

The collegiate push could revive a somewhat similar effort Peloton explored in 2023 with the University of Michigan. The connected fitness brand, now led by CEO Peter Stern, began targeting millennial males in an ad campaign late last year featuring NFL’s T.J. and J.J. Watt, showcasing Peloton’s challenging workout options and competitive angle. Similarly, Peloton has invested in understanding the preferences of Gen Z consumers across fitness and wellness.

Campus endeavors aside, Peloton is also gaining momentum in the tourism space with Hilton, where hotel guests can access Peloton’s on-demand fitness content on their guest room TVs. The connected fitness giant also struck a deal with Hyatt properties, where World of Hyatt members earn incentives for future bookings, upgrades, and experiences by fitting in a Peloton workout while staying at one of Hyatt’s participating hotels.

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Action Black, a brash boutique fitness brand that’s already a hit in Colombia and other countries, is plotting major expansion in New York City and across the United States. 

Marketing itself under the bold slogan, “We’re not a (f*ng) gym. We’re the most revolutionary training model in the world,” the boutique fitness brand features a dimly lit, nightclub-style aesthetic, hence the name “Action Black.” 

Beyond its dark-room vibes, Action Black’s other calling card lies in its approach to group fitness. The brand’s locations feature multiple fitness modalities all under one roof, with separate rooms for classes like boxing, strength training, cycling and HIIT. 

Founded in 2015 by former Colombian reality TV star turned gym executive Wilder Zapata Torres, Action Black currently has over 20 locations and counting in its home of Colombia, with additional studios in Spain and Mexico, along with planned openings coming in Portugal and Brazil. 

Now, Action Black is planning to take over the United States. The brand opened its first U.S. location in New York City’s Tribeca neighborhood last year, followed by a second location in NoMad. 

“Everywhere we go, people love it,” Oscar Toro, an Action Black investor who is helping lead the brand’s U.S. expansion, tells Athletech News. “We opened about four months ago in Spain, and it’s doing amazing. It’s the same thing in Mexico.”

Action Black will soon be opening in Williamsburg, Brooklyn, which will become the brand’s largest facility in the U.S., around four times the size of its Tribeca studio. The Williamsburg location will feature additional perks like a lounge, co-working spaces and potentially, community events like “wine Fridays,” Toro tells ATN. 

Additional New York locations are planned for the Financial District in Manhattan and Dumbo in Brooklyn. 

Action Black isn’t staying confined to the Northeast, either. The brand signed a lease to bring a facility to Miami’s Brickell neighborhood, with construction set to begin there soon.

Standing Out From the Crowd

Action Black is seeking to cultivate a distinct experience in the crowded, often repetitive world of boutique fitness. The workout rooms inside an Action Black are dimly lit with bright neon lights, reminiscent of a nightclub. Each class is led by an instructor, but there are also TVs in class so members can also follow along on screen. 

Similar to other Action Black studios, the brand’s Tribeca location features several separate workout rooms, each of which is stocked with equipment for a different group fitness class. Classes include Jab, a boxing fitness class; Savage, a bootcamp-style HIIT workout that combines strength training and cardio; and Solido, which focuses solely on glutes and abs, among other offerings. Locations also feature the “garage,” a free gym area stocked with strength training equipment like power racks, machines and free weights. 

The idea, according to Toro, is that Action Black members can get all of their favorite group fitness workouts in one place, for one price. 

“At most studio gyms, it’s only one modality. Or they have one only space where they’ll do boxing, treadmill, etc.,” Toro says. “We combine all of these modalities into one (location), each of which has its own individual studio. You don’t have to go anywhere else.”

Currently, an Action Black membership can be had for $299 per month for U.S. gym-goers, with annual plans also available. To drum up interest in America, the brand is offering a buy-one-get-one-free membership deal for friends and family members, along with free-trial promotions and class packs.

The brand primarily targets members in their 20s, 30s and 40s, and at a typical Action Black, around 70% of members are female. 

Big Plans for US, International Growth

While America’s boutique fitness market is highly competitive (especially in NYC), Action Black believes it offers something unique with its everything-under-one-roof approach and its nightclub-inspired look and feel.

If all goes well in New York and Florida, the brand plans to target additional states in the U.S. for expansion, identifying North Carolina and Texas as particular markets of interest. 

The American expansion is part of Action Black’s broader worldwide growth plan, which includes the target of opening at around 135 gyms across the globe. 

Internationally, the brand will open more locations in Colombia, Spain and Mexico, along with planned openings in Portugal and Brazil. Additional openings are planned for Shenzhen, China, Dubai, UAE, and Santiago, Chile, per Action Black’s website. The brand has identified London and Germany as additional markets of interest, it told ATN.

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Google has received clearance from the U.S. Food and Drug Administration (FDA) for its Loss of Pulse Detection feature on the Pixel Watch 3. The innovation can detect a loss of pulse and, if the user is unresponsive, prompt a call to emergency services to potentially provide life-saving intervention in critical moments.

Out-of-hospital cardiac arrests account for more than 356,000 deaths in the U.S. each year, with over half of these cases occurring without a witness. Google’s Loss of Pulse Detection aims to address this medical challenge.

The feature was first introduced in Fall 2024 for Pixel Watch 3 users in select EU countries. It has since expanded across 14 European nations. Now, with FDA clearance secured, eligible users in the U.S. can access the technology.

Loss of Pulse Detection leverages a multi-check, AI-based algorithm with the Pixel Watch 3’s multipath heart rate sensor to identify potential pulse loss. If the user is unresponsive, the device initiates an alert to emergency services.

Google tested the algorithm over hundreds of thousands of hours of data. The company also worked with a range of experts, including cardiologists, global resuscitation authorities and frontline EMS professionals. Apeer-reviewed study on Loss of Pulse Detection was published today in Nature, a respected scientific journal.

Since its release in late 2024, the Pixel Watch 3 has helped Google expand its presence in the smartwatch market. The latest model introduced a larger 45mm size, improved battery efficiency and expanded health tracking features through Fitbit integration. Google’s estimated 24-hour battery life does trail behind some competitors., however. Despite being a relatively new player in the smartwatch space, Google’s focus on advanced health monitoring suggests a long-term strategy of differentiation through medical-grade technology, potentially bridging the gap between traditional consumer wearables and regulated medical devices.

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UFC Gym, an official extension of the Ultimate Fighting Championship, is opening more than 45 locations this year across the globe and will soon introduce its Brazilian Jiu-jitsu (BJJ) studios, a new franchise concept combining the full-body workout and mental fortitude training of BJJ with its signature UFC Gym programming.

The expansion sees UFC Gym entering Pakistan and Indonesia, as well as Israel, Mexico, Saudi Arabia, Bahrain, Germany, the UAE, Morocco, India, Kazakhstan and Russia. 

“We’re witnessing a powerful shift, as more and more people are drawn to our ‘Train Different’ philosophy,” UFC Gym CEO Adam Sedlack said. “Our facilities are not just places to work out – they’re transformative spaces where individuals challenge their limits, build their confidence and reinvent their approach to health and fitness. Every day, we hear inspiring stories from our incredible members whose lives have been impacted by UFC Gym, both physically and mentally. Our mission is clear: to inspire people to become the best versions of themselves, pushing past barriers and realizing their full potential.”

The fitness and mixed martial arts (MMA) franchise also recently partnered with tech company Alta Global Group for a 20-week Alta Warrior Training program where members can hone their skills as they prepare for a fully sanctioned MMA amateur bout upon completion.

“We see everyone, from those that want to engage in our empowering classes like yoga, boxing, BJJ and full body recovery centers, all the way to some of the world’s best Zumba, cycle and boot camp formats in the industry,” Sedlack added. “Our gyms are equipped with state-of-the-art amenities and host some of the world’s best coaches and fitness competitions.”

UFC Gym also offers youth programs such as boxing, MMA, kickboxing, BJJ, wrestling and HIIT. Personal training is available, as are live and on-demand classes. As for its recovery options, select UFC Gym locations offer cryotherapy, NormaTec compression massage therapy and red light therapy. Some locations also offer VersaSpa spray tans.

A recently released market report from Straits Research revealed the surging popularity of mixed martial arts across the globe, spelling good news for equipment companies specializing in high-quality punching bags, training pads and gloves as the number of MMA gyms and training centers continues to grow.

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RockBox Fitness has partnered with fitness and wellness membership platform ClassPass, giving boxing enthusiasts the ability to book its high-intensity, full-body workout classes at nearly 50 locations.

The boxing-based fitness franchise offers 50-minute classes in a small group training setting with attentive coaches. The member experience also includes an accountability and nutrition component, with access to online accountability groups, customized meal plans, grocery lists and meal prep guides.

“We’re thrilled to introduce RockBox to our community,” Mindbody and ClassPass CEO Fritz Lanman said. “Their dynamic, trainer-led workouts and customized nutrition guidance will empower our members with holistic wellness support. This partnership strengthens our commitment to delivering diverse, top-tier fitness experiences that inspire, motivate and help our members lead healthier, more fulfilling lives.”

ClassPass members can now reserve RockBox fitness classes using their credits in U.S. cities including Charlotte, Cincinnati, Colorado Springs, Greenville, Houston, San Diego and Washington, D.C.

“Partnering with ClassPass allows us to connect with more potential members who are looking for a high-quality fitness experience in a seamless and convenient way,” RockBox vice president of sales and operations Dan Managan said. “With ClassPass, discovering and booking our offerings becomes easier than ever, helping us reach a wider audience to grow our community and achieve our mission of transforming
lives through fitness, nutrition, and accountability.”

RockBox Fitness partnered with ABC Fitness last year, tapping its ABC Trainerize platform to enhance member engagement across its franchise network.

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Pvolve has announced it is headed to Chicago, Seattle and Tysons, Virginia, following newly signed franchise agreements.

The functional fitness brand, favored by A-lister Jennifer Aniston, has partnered with entrepreneur Lindsay Cohen on a two-unit deal in Chicagoland. Cohen will open the first studio in Highland Park/Deerfield, with a second location to follow. In Seattle, tech industry veteran Elisabeth Rommel will bring Pvolve to the city with a studio planned for Northeast Seattle or Lake Union. Meanwhile, Dr. Mona Keshtkaran—a PhD in medical nutrition and expert in preventive health—will lead a two-unit expansion in the Washington, D.C., metro area, starting with a location in Tysons and a second in Arlington.

“Pvolve’s momentum continues as we welcome new franchise owners who are passionate about delivering an unparalleled fitness experience in their local communities,” Pvolve president Julie Cartwright said. “These entrepreneurs bring exceptional business acumen and a deep belief in our method, allowing us to expand strategically and ensure more people can experience the benefits of Pvolve firsthand.”

The new agreements follow ones signed earlier this year for Dallas, Miami, Charlotte and Portland.

Aniston is more than just a famous face who has elevated the franchise—she’s become an advisor and brand ambassador who credits Pvolve with helping her build strength.

And while her star power has undeniably transformed the brand—sparking a reported 125% surge in franchise inquiries and a 650% spike in branded searches after she endorsed the science-based Pvolve method in 2023—the female-focused and low-impact concept has certainly struck a chord with women.

The Pvolve method, Cartwright has said, is designed to address the unique needs of women, who often face hormonal changes and transitions that require special consideration.

“Historically, many workouts have been built around men’s physiology, with women expected to adapt,” she added. “So, we decided to take a different approach, though the workout is equally effective for men.”

The functional fitness franchise recently bolstered its Clinical Advisory Board with the addition of Jessica Shepherd, MD, MBA, FACOG, a board-certified OB/GYN and women’s health expert. Shepherd will serve as Pvolve’s head of medical affairs, advancing the fitness brand’s development of programming and research initiatives on strength and healthy aging.

“Building strong bodies as we age is essential to longevity, and exercise is one of the most powerful tools we have to achieve that,” Dr. Shepherd said. “Pvolve is not just redefining functional fitness; it’s creating an entirely new category that’s making a lasting impact. I’m excited to be part of this movement and help women thrive at every stage of life.”

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Crunch Fitness is following through on its promise to conquer 2025, having signed a master franchise agreement for India—a move that will bring at least 75 Crunch Fitness gyms to the country in the coming years.

Leading Crunch’s push into India is Nikhil Kakkar, former chief operating officer of Gold’s Gym India and business partner Dr. Umesh Kansal, M.D. and CEO of several companies in the fitness, financial and global apparel sectors.

“We look forward to bringing the Crunch experience to India, marking a significant milestone in our global expansion,” Crunch Fitness CEO Jim Rowley said. “India is a vibrant and dynamic market with a growing passion for fitness, and we are excited to introduce our first physical location with our unique blend of world-class amenities, innovative classes, and inclusive community to this incredible country. This expansion reflects our commitment to making fitness accessible, engaging, and fun for everyone, no matter where they are in the world.”

The news comes as Crunch rolls out a new gym design template dubbed 3.0 in the U.S., where its gyms will receive aesthetic and group fitness enhancements, as well as new equipment and dedicated recovery spaces. CR Fitness Holdings, a leading Crunch Fitness franchisee, is set to open Orlando, Florida’s first Crunch 3.0 gym this fall.

Notably, India has become a burgeoning space for fitness businesses, ranging from boutique to big box, in recent years—and for good reason. A report from Morgan Stanley last January highlighted that the country’s growing population, young demographic, rising disposable income and efforts to build infrastructure over the past decade have set it on a path toward accelerated growth.

Last summer, Drive Fitt—co-launched by Bollywood actress Preity G. Zinta, cricket pro Shubman Gill and entrepreneurs Mark Sellar and Deke Smith—announced it would launch a 24/7 gym facility concept offering both standard fitness offerings as well as cricket training spaces. The group plans to expand Drive Fitt with 300 franchises across India in the coming years, according to reports.

Orangetheory also opened a studio in Banjara Hills, Hyderabad, India in August, while UFC Gym opened its second training facility in North East India last fall. Members of UFC Gym can enjoy MMA training, group fitness classes like yoga, Zumba and spinning and access luxury steam and spa amenities. The region’s master franchisees plan to open ten additional UFC Gyms in each state capital within the next year. 

Anytime Fitness is also doubling down on India, reportedly envisioning over 500 gyms across key states within the next 3-5 years. Meanwhile, easyGym, a U.K.-based fitness entity, announced a strategic partnership with FranGlobal, which will see the opening of more than 100 gyms across India.

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Tennis champion and entrepreneur Venus Williams has invested in the walking game. WeWard, the app that rewards over 20 million users for every step they take, has announced Williams as both an investor and ambassador.

The World Health Organization reports that 31% of adults and 80% of adolescents fall short of recommended physical activity levels. WeWard’s reveals that many Americans walk only about half of the daily steps they should, ranking among the lowest in walking activity compared to other developed nations.

In a 50-second video campaign, Venus Williams was seen engaging with the WeWard app—tracking her steps, and celebrating a milestone during a tennis match.

“A large part of staying well and active is simply by moving your body whichever way you can,” Williams said. “With WeWard, walking becomes a fun and rewarding experience, and I’m excited to help inspire people to take that first step towards a healthier lifestyle.”

This partnership is also about giving back; WeWard has pledged an initial donation of $25,000 to CARE, the charity of Williams’s choice, which focuses on alleviating global poverty through improved health, education, and economic opportunities for women and communities. WeWard will also host a month-long “Venus Williams Championship” within the app. Users’ collective steps can unlock increasing donation amounts, potentially culminating in a total donation of $40,000.

Founded in 2019 by Yves Benchimol, WeWard gamifies the walking experience. Users can track their daily steps and redeem rewards ranging from cash deposits and retail gifts to charitable donations. With strategic partnerships with over 1,500 major brands—including names like Amazon, Adidas, and Nike—the app touts an increase of nearly 25% increase in daily walking activity among its global user base. The recent expansion into 20 new countries and achieving over 1 million downloads in the U.S. signal a growing movement toward healthier lifestyles through simple, accessible activity.

 “We couldn’t have found a better partner to help us inspire more people to walk,” Benchimol said. “Venus has been a huge inspiration throughout her multifaceted career, and her energy and advocacy perfectly align with our mission.”

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Floyd Mayweather, who many call one of the greatest boxers of all time, has launched his supplement brand, 1O1 (One of One). The launch collection includes Whey Protein Powder, Sport Pre-Workout, Loaded Pre-Workout, Creatine Monohydrate, Greens & Gut Health, Hydration Stick Packs, and Peptide Muscle Builder capsules. Partnering with Magnum Nutraceuticals, a sports nutrition company, Mayweather brought his products to life.

“This is the first time I’ve put my name behind a supplement brand, and it had to be something truly elite,” said Mayweather. “With 1O1, we’re giving people the same level of quality that I’ve always demanded in my training—because when you put in the work, you deserve the best.”

Magnum Nutraceuticals, self-proclaims strict testing protocols and a scientific approach to supplement development.

“We’re bringing a brand to the market that consumers can trust,” said Bill Russell, CEO of Magnum Nutraceuticals. “From Floyd’s unparalleled training experience to our 20 years of industry expertise, we’ve created a supplement line that will elevate every stage of an athlete’s journey.”

The brand’s creatine monohydrate aims to boost strength and endurance, the whey protein powder delivers 25 grams of protein with prebiotic fiber and digestive enzymes, and the pre-workout fuels high-intensity workouts. The Peptide Muscle Builder includes two distinct peptides that the brand claims accelerate recovery and reduce fatigue.

1O1 marks another milestone in Floyd Mayweather’s growing business portfolio, which includes Mayweather Boxing + Fitness gyms, real estate investments, and Mayweather Promotions.

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PureGym, the largest gym operator in the U.K., has partnered with global group fitness provider SH1FT Fitness to launch eight new class formats, including a HIIT-based cycling format and a holistic experience to support restorative fitness.

The formats officially debuted across all PureGym locations last month, with an impressive 15,000+ classes running each week.

Ahead of the full rollout, more than 3,900 fitness instructors underwent training over six weeks in November and December, with SH1FT’s training expertise and class delivery app making the process straightforward for both seasoned and new instructors.

“SH1FT’s approach ensures every trainer, regardless of experience, can confidently lead classes,” PureGym group director of personal training Hugh Hanley said. “This has been instrumental in achieving a consistent and high-quality experience for our members while optimizing our instructor resources… To create these 8 programs in-house would have required a much higher budget and taken significantly longer. With SH1FT, we have delivered a high-quality, PureGym-owned group fitness timetable faster and better than we ever thought possible.”

From an operational standpoint, SH1FT’s approach ensured that instructors were fully prepared to teach across all formats, significantly reducing the likelihood of canceled classes and supporting PureGym’s unlimited classes membership model.

“This rollout represents a breakthrough in what’s possible for group fitness,” SH1FT founder Will Brereton said. “Training nearly 4,000 instructors across eight formats in such a short time—and equipping them to deliver classes immediately—is something the industry has never seen before.”

Looking ahead, (and on the heels of a successful implementation in the U.K.,) PureGym and SH1FT say they plan to expand the group fitness model into international markets this year.

“Gyms are no longer forced to choose between the strain of creating internal programming and the high costs of running third-party group fitness classes,” Brereton added. “The future of group fitness is simple: quality classes that empower instructors and motivate members—and that’s exactly what we are delivering to PureGym in 2025.”

It’s a second win for PureGym as of late, having acquired Blink Fitness late last year in a $121 million deal that will see 67 New York, New Jersey and Pennsylvania-area Blink Fitness gyms rebranded under the PureGym banner.

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Body Fit Training (BFT), a coach-led group strength training concept backed by boutique fitness franchisor Xponential Fitness, has officially opened its first Scandinavian studio in Oslo’s Majorstuen neighborhood.

The new studio is just the start of BFT’s growth ambitions in Scandinavia under fitness industry veteran and master franchisee Tage Flugeim, who is credited for introducing Barry’s to Scandinavia 15 years ago—its first market outside North America. He is now leading the charge to do the same for BFT as the first Xponential brand to enter the Scandinavian market. 

“Scandinavians are going to love the community-based, science-backed, and inclusive workouts offered by BFT,” Flugeim emphasized. “There is so much untapped potential for the fitness scene in Scandinavia, and we’re confident that BFT will take the country by storm with this Oslo studio and many more to follow.”

Additional BFT locations are planned for Stockholm and Copenhagen over the next year, according to the boutique fitness brand.

BFT offers 50-minute, progression-based group strength and conditioning classes that are unfussy and deliver an effective “back to the basics” workout. 

“I can really see a place in the market for this right now,” Flugeim said in an interview with Athletech News last year. “Over twenty percent of the population in Sweden and Denmark are members of a health club of some sort, and health is really high on the agenda at the moment.”

BFT currently has 300 studios worldwide, 50 of which are in the U.S., including recent openings in California and New Jersey. 

“It’s remarkable to see how much BFT‘s workouts are resonating with clients all over the world, and strength training landing atop 2025 fitness trends will continue to add fuel to the fire,” Xponential president of international Bob Kaufman said. “With talented master franchisees like Tage, we are excited to see this brand reach new heights in the coming years.”

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