Editor’s note: When this article originally ran in ATN’s Fitness & Wellness Franchise Outlook Report, Sarah Luna served as Xponential Fitness president. She has since left the company

Xponential Fitness didn’t grow to become the largest global franchisor of boutique fitness and wellness brands, encapsulating over 3,000 locations, on a whim. Instead, the brand implements a detailed approach to franchising, simultaneously providing partners with the necessary guidance for success and adequate freedom to operate effectively in their specific markets.

“For us, it’s really about doing what we do well in each of the brands and the locations, owning that modality, and being the best within that particular market,” said Sarah Luna, the former president of Xponential Fitness. “There’s a ton of work, a ton of thought, that goes into it.”

While it may not be shocking to hear that one of the health and wellness industry’s largest brands invests significant time and energy into its franchising strategy, the broad nature of those efforts is rather singular. 

From using cutting-edge software to developing close connections with franchisees, Xponential covers all corners of the franchising game with its Club Pilates, CycleBar, StretchLab, BFT, Pure Barre, Rumble Boxing, YogaSix, and Lindora locations.

Foundations for Franchising 

Xponential does its homework before adding a new location to its network, or rather, it deploys tools that do it. With Buxton, a consumer technology software system, Xponential can determine whether a potential new location will succeed or not before putting pen to paper. 

“We run all of the data through Buxton and we do that in advance of purchasing a company and adding it to our portfolio,” Luna explained. “We want to know everything about the customers and the members that make that location successful. Next, we extrapolate that across the entire U.S. to understand how many other pockets of lookalike customers there are available and then what type of AUVs that produces for a franchisee.”

Xponential takes that data and determines what type of margin it will provide for franchisees and whether or not it’s scalable in certain locations. This all helps Xponential make informed investments and monitor them for years to come as well. 

“It’s that groundwork, even prior to jumping into a brand,” said Luna. “Then, once we have a brand underneath our roof, we’re constantly running that data through the Buxton system to see how customer cohorts have shifted, even to the level of having our marketing initiatives shift the type of customer that we’ve brought in.”

Relationships & Communication

From the application process all the way through to year 10, 20, or 40 of being a franchisee, Xponential also prioritizes communication with its partners. Doing so helps everyone involved understand where their responsibilities lie and relay growth. 

“Our take is that it’s a relationship business at the end of the day and that relationship starts prior to a franchisee becoming a franchisee,” Luna said. “We establish strong lines of communication and engagement so they know what decisions they ultimately get to make at the local level and which decisions we make as a franchisor. Franchisees can run their business, but it still makes sense and still is complimentary for the larger brand.”

Xponential partners are often delegated tasks that use their tighter pulse on their market to everyone’s advantage, such as acquiring marketing assets or securing promotions. Communication from the HQ level involves the usage of Xponential’s cutting-edge tools, including a one point sales system that identifies trends and communicates findings to partners for them to adapt to. 

“We’re able to see the red lights and the green lights and when things are starting to either accelerate or decelerate,” said Luna. “Then we give those KPIs to our franchisees so that they know they have a blood test, a litmus test, at the local level, and know what’s happening within their own business. They can raise their hand and tag in the corporate team, or vice versa and we can help them navigate the business.”

A Detailed Approach to Scaling 

While these advanced solutions and omnipresent communication have their place in spurring franchise success, simple concepts like a consistent feel and atmosphere remain important when scaling as well for Xponential. 

“It starts with the ambiance of the location,” said Luna, when asked how Xponential makes sure all its sites have the same energy beyond its flagship ones. “What does the floor look like, to the millwork and to the painting? That’s going to set a very particular tone. Same thing with the lighting and the smell. It’s tapping into all the different senses of a customer.”

This replication effort extends out to the staff as well. Xponential makes sure that its brands facilitate the same experience no matter where their buildings are and who’s working inside of them. 

Xponential coaches its franchise partners on what to look for when hiring trainers or instructors. While a keen understanding of what health or wellness modality is being facilitated helps, it’s whether or not someone possesses a strong drive that makes or breaks their candidacy. 

“We’re training the front desk employees to the instructors and making sure there’s continuing education,” said Luna. “You’re bottling up that excitement and the coaching so that the end customer, no matter if they’re in Waco, Texas or in Anchorage, Alaska, they’re getting that same experience.”

“They’re not necessarily looking for the most technical coach or instructor, but they’re looking for someone who has a type of enthusiasm, passion and excitement for the brand who can be taught the technique, various classes and class formats,” Luna explained. “It’s really about getting the ambience right, the location right, tapping into the customer senses, and then from there, making sure that you’re continuing to hire and deliver an incredible product each and every day.”

This article originally appeared in ATN’s Fitness & Wellness Franchise Outlook Report, which explores the essential questions that can help determine if a franchise aligns with your personal and professional aspirations. Download the free report.

The post Inside the Franchising Approach for Boutique Health & Wellness Leader Xponential Fitness appeared first on Athletech News.

Halotherapy Solutions has spent years advancing the role of halotherapy in recovery, earning recognition from gyms, wellness centers and now, even Prince Harry. As the only BBB-accredited salt therapy equipment company with an A+ rating, the company is known for its commitment to quality and customer support.

“Our company strongly believes that giving back is core to being a business,” says Steve Spiro, CEO of Halotherapy Solutions.

At the 2025 Vancouver Invictus Games, Halotherapy Solutions shared HaloRed, a patented recovery technology that combines Halotherapy with advanced red light therapy, to paralympic military athletes from 23 countries. Designed to enhance respiratory function, accelerate muscle recovery and reduce inflammation, HaloRed quickly gained attention for its science-backed benefits. 

The response was overwhelming, with athletes and wellness practitioners praising its impact — leading to an invitation to the 2027 Invictus Games in the UK and the U.S. Armed Forces Warrior Games in Colorado.

Halotherapy Solutions is helping fitness and wellness businesses integrate recovery solutions that support both health and performance. The following Q&A with Spiro dives into the brand’s experience at the Invictus Games, meeting with Prince Harry, and why halotherapy is becoming a key part of athletic recovery.

Athletech News (ATN): Halotherapy Solutions was part of the 2025 Vancouver Invictus Games, where you met Prince Harry. Can you tell us about that experience?

Steve Spiro (SS): Meeting Prince Harry was an incredible moment. His passion for wellness, recovery and holistic health was evident, and he was genuinely interested in the benefits of Halotherapy for athletes. The Healing Hut, where we were featured, included 25 world-renowned wellness practitioners, from massage therapists and acupuncturists to aromatherapists and physical therapists — and even Mattis, the loving service dog!

Halotherapy Solutions was one of just two wellness equipment providers handpicked for this global event, and it was incredible to be part of a space that focused on helping military athletes recover and perform at their best.

ATN: How did athletes and attendees respond to your Halotherapy sessions?

SS: The response was overwhelming! We provided over 1,000 free salt therapy sessions to more than 1,400 paralympic military athletes and their families from 23 countries — plus some generals, CEOs and wellness leaders. Many athletes said our HaloRed system helped alleviate colds, reduced stress and improved lung function for training and recovery.

ATN: What makes Halotherapy such a powerful tool for athletes?

SS: Breath is the foundation of performance. Whether an athlete is competing at the highest level or just training for personal goals, respiratory function directly impacts endurance, recovery and overall health. Halotherapy works by clearing airways to improve oxygen intake and stamina, reducing inflammation for faster muscle recovery, lowering stress levels to aid focus and performance and more.

Athletes recognize the power of recovery, and halotherapy is an accessible, non-invasive solution that enhances both physical and mental resilience.

ATN: Why should gyms, recovery centers and wellness businesses consider adding Halotherapy?

SS: Wellness is no longer a niche offering — it’s a core expectation in the fitness and wellness industry. Gyms are seeing that integrating recovery solutions like Halotherapy drives new membership, boosts retention and increases revenue per member.

The HaloRed system has become our top-selling product in the fitness industry because it fits seamlessly into recovery programs and performance optimization strategies. We’ve already partnered with Equinox, World Gym, and Augment, along with several pro sports teams and independent fitness centers that recognize the value of better respiratory stamina, faster recovery and holistic wellness.

ATN: What makes HaloRed different from other halotherapy solutions?

SS: HaloRed is the only patented system that combines salt therapy with red light therapy, and it’s backed by science. We worked with NASA to study how salt crystals refract red light, creating microbursts of energy that enhance its effects. This makes our red light therapy more immersive and effective than standard medical-grade red light therapy, which typically only offers two wavelengths — we use four.

Additionally, our HaloCBD technology allows facilities to offer Aerobic CannaBinoiD Therapy, where CBD is combined with salt and dispersed through our halogenerators, providing benefits like reduced inflammation, improved sleep and better breathing — without requiring users to consume it through smoke or a vape.

ATN: How does Prince Harry’s involvement in wellness impact the future of recovery solutions like Halotherapy?

SS: Prince Harry has been a strong advocate for mental and physical well-being, particularly for military personnel and athletes (editor’s note: Prince Harry founded the Invictus Games in 2014). His continued support of events like the Invictus Games and commitment to holistic wellness practices helps drive awareness and credibility for recovery solutions that work.

The fact that world-class athletes, high-ranking officials and leaders in wellness experienced Halotherapy Solutions firsthand at the Invictus Games reinforces that this is more than just a trend — it’s the future of athletic recovery.

ATN: Where can fitness and wellness businesses learn more about integrating Halotherapy into their facilities?

SS: We’d love to connect! Visit us at Booth #869 at HFA for a live demo or reach out to explore how Halotherapy Solutions can help your business grow with next-generation recovery technology.

The post Inside the Invictus Games: How Halotherapy Solutions Is Advancing Recovery for Athletes appeared first on Athletech News.

One franchise in particular, hailing from Fayetteville, GA, is as good an example as any of this equally close and profitable relationship between Fit Body Boot Camp and its satellite operators. As we close out Q4, the site is eager to report large spikes in membership growth, staff growth, and more. 

Close From the Jump

It takes little to no time for franchise operators to feel Fit Body Boot Camp’s genuine interest and support from the HQ level. The brand’s Fayetteville location was no exception to that. 

“From day one, I felt supported by the team at HQ,” said Courtney Flores, Owner and Operator of the Fayetteville Fit Body Boot Camp. “Their authenticity and commitment to the brand’s mission were clear and that drew me to Fit Body Boot Camp in the first place. There was always someone I could turn to for guidance and the relationships I formed with some of the leaders in the brand were instrumental in my journey.”

Fit Body Boot Camp provides extensive tools and training to clear all hurdles placed in front of franchisees. This includes onboarding new coaches with proper education, assisting in marketing and sales by providing monthly campaigns and ensuring a top-tier client experience with daily engagement initiatives. 

The brand also applies a genuine level of care centralized around the positive impact fitness brings to a community. 

“Perhaps the greatest impact from Fit Body is its constant reminder of why we do this work: to serve others and create positive change in our community,” said Flores. “And the best way we can accomplish that is by truly caring about our team and our clients. At its core, this business is about relationships and Fit Body Boot Camp excels at building them — both with our clients and within our teams.”

Tangible Results

This top-notch support led the Fayetteville location to experience gains on several different fronts. 

“We started with just four coaches, including myself, and have since expanded to a team of six coaches, plus a dedicated sales team,” said Flores. “I’ve also been able to step back from day-to-day coaching to focus on strategic growth and leadership. It’s not just about the numbers —it’s about the quality of the team we’ve built.”

The numbers are impressive nonetheless. Flores reports that her location has grown from 105 members at launch to nearly 320 today. That surge has empowered the brand to establish new offerings in the time since, such as the Fit Body Forever program for individuals 55 and older. It has also expanded session offerings from six per day to eight. 

“It is the most incredible feeling, I truly believe that it is why we are all here,” said Chris Segura, Fit Body Boot Camp’s Onboarding Director, when asked how it feels to see this franchisee flourish. “We truly want to see our franchise partners succeed just like our franchise partners want to see their clients succeed. We are making a positive impact in the world and that’s what gets me up every morning.”

Using What You’re Given

Fit Body Boot Camp knows this success currently being enjoyed in Fayetteville isn’t difficult to replicate. More often than not, any franchise struggling to grow and prosper is just unwilling to stretch out and grasp the resources within reach.

“At Fit Body we often talk about’“swimming toward the helicopter,’” said Mike Cuccia, Fit Body Boot Camp’s Launch Director. “This means understanding when to look for guidance and taking advantage of the coaching and resources that we as the franchisor provide. Where we see some franchise partners going wrong is not taking full advantage of the library of resources at their disposal and attempting to go at it alone.”

“Entrepreneurship is hard enough as it is. Being a Fit Body Franchise Partner can cut the learning curve in half if you take full advantage of these resources and focus on your leadership and community within the gym,” Cuccia went on. “That is exactly what Courtney did. She took the coaching and executed at a high level from the minute she started her journey with Fit Body. This strategy has allowed her to scale at lightning speed.”

Earned, Not Given

Although Fit Body Boot Camp gives its franchisees everything they need to thrive and then some, “easy” shouldn’t be confused with “effortless” in terms of her success.

“Courtney has been a go-getter since the first day I met her,” said Segura. “I believe the key component to her success was her versatility. Every Franchise Partner faces different challenges and no matter what, Courtney continues pushing forward.”

“Courtney is the model of consistency and perseverance,” added Cuccia “Not only does she execute the Fit Body model to a tee but she also works diligently to level up her own personal skill set. Her team trusts her and her members adore her. We are in this game for the countless lives that are being transformed within the four walls of a Fit Body and with the leadership of our amazing franchise partners like Courtney that number increases by the minute.”

This article originally appeared in ATN’s Fitness & Wellness Franchise Outlook Report, which explores the essential questions that can help determine if a franchise aligns with your personal and professional aspirations. Download the free report.

The post Fit Body Boot Camp Franchisee Illustrates Success of Close Relationships with Franchisors appeared first on Athletech News.

Sweat440 is no stranger to the story of the tortoise and the hare. While the high-intensity boutique fitness brand might have its members bouncing around like spring rabbits during workouts, it prefers a more strategic — steady approach when it comes to franchising, championed by the aforementioned reptilia. 

Coming out of the COVID-19 pandemic, Sweat440 made waves after stopping dead in its tracks with franchise sales. It was a move that required both patience and foresight.

“We took a good hard look at where we were and realized that to truly help our franchisees succeed, we needed to strengthen our corporate operations first,” recalled Matt Miller, Sweat440 Chief Brand Officer. “So, we made the tough decision to pause franchise sales for a bit. It wasn’t an easy choice, because we had no shortage of interest, but we knew it was the right one.”

With the time freed up by the pause, Sweat440 upgraded its in-studio training and support systems, acquired a marketing company to oversee new openings and brought in a new VP of Operations. These efforts collectively helped the brand better position itself for future success. 

The time is now, however, for Sweat440 to put its foot back on the gas. As the brand restarts its franchise sales, it’s beginning to reap additional rewards of its patience and strategic labor. 

Inside the Restart

In the time since Sweat440’s restart, the brand has partnered with a national commercial real estate company that makes site selections a smooth and swift process. Miller called it a “huge help” when trying to get new studios up and running. 

Sweat440 also teamed up with a project management company to lower costs and speed up opening processes. The brand brought in a national architect to ensure all new builds meet brand standards as well.

“Since we started selling franchises again, we’ve made some significant updates to help our operators thrive,” said Miller. “These partnerships, along with our robust training and marketing support, are making a real difference for both our existing and new franchisees.”

That comprehensive training takes place in-person for all franchisees and their studio managers. They’re supported as well with a fully designed support library and communications channel made available to them. Sweat440 also offers advanced analytics and performance tracking tools that give franchisees valuable insights into their business metrics.

“This data-driven approach helps them make informed decisions as they grow as well as to manage their teams,” said Miller. “We consistently analyze performance and quickly identify opportunities and then we know where to aim our efforts to achieve maximum success.”

Results Thus Far

There’s no shortage of evidence illustrating these efforts as profitable ones for Sweat440. Existing franchisees have been eager to open new locations following the restart, which the brand sees as a significant indicator of franchising success. 

Sweat440 reports that one current franchise group has added an additional 12 units in the wake of the restart. Another has committed to an additional 27 units. Membership sales and retention rates have been on the rise as well. 

“It’s really inspiring to see them so confident in the brand that they’re hungry to expand further,” said Miller. “After we enhanced our support systems, reporting and analytics and marketing strategies, several franchisees saw significant boosts in membership and retention rates. Their enthusiasm to sign on for additional studios is the greatest testament to how effective our refinements have been.”

Down the Pipeline

Exciting as it is for Sweat440 to see this much advancement out of the restart, the brand remains committed to the steadfast franchising approach that put it in this position to succeed in the first place. 

“We’re really excited about the future, but we’re also committed to growing responsibly,” said Miller. “Our plan is to continue providing top-notch education and support to our franchisees, ensuring that each new studio is set up for success.” 

“By focusing on quality over quantity, we believe we can maintain the momentum we’ve built while staying true to our core values and mission,” said Miller. “It’s all about finding that sweet spot between expanding our reach and making sure each franchisee feels supported and empowered.”

This article originally appeared in ATN’s Fitness & Wellness Franchise Outlook Report, which explores the essential questions that can help determine if a franchise aligns with your personal and professional aspirations. Download the free report.

The post From Support to Scale: The Next Chapter in the Sweat440 Franchise Growth Story appeared first on Athletech News.

Strength training has long been a dominant force in fitness, consistently ranking among the top 20 industry trends. In 2025, however, it’s gaining even more momentum. According to the ACSM Health & Fitness Journal’s worldwide survey, traditional strength training has climbed to #5 – up from #11 in 2024.

For gym and club operators, this resurgence presents both an opportunity and a challenge. The natural instinct? Pack the gym floor with more strength equipment – squat racks, cable machines, plate-loaded presses etc. But as facilities expand their offerings, they also face downsides such as overcrowded spaces, inefficient layouts and skyrocketing equipment costs.

This is where REP Fitness is rewriting the playbook.

Rather than defaulting to multiple – and bulky – standalone machines, REP is redefining gym design with multi-functional, space-saving strength equipment that maximizes versatility, efficiency, and performance. Their philosophy is clear: more machines don’t make a better gym – better-designed machines do.

“Our design ethos states it blatantly: bigger is not always better,” says Sam Pizer, REP’s VP of Product Development. “Focusing on multifunctionality helps our customers get the best return on investment while enhancing member experience. Gyms can offer more with less space, making it a practical solution for both users and operators.”

The Future of Gym Equipment: Smarter, More Efficient, and User-Centric

REP’s PR-5000 is the ultimate example of the brand’s mission. This modular power rack is designed for gyms looking to maximize versatility, customization, and long-term adaptability. Built with heavy-duty 11-gauge steel and featuring a fully adjustable design, this rack serves as the foundation for a dynamic and customizable strength training playground.

“The PR-5000 is engineered for strength. It’s robust enough to handle the demands of a commercial environment while remaining modular, allowing for future growth and expansion,” Pizer explains.

Gym owners can start with a simple base setup and expand over time, creating an ever-evolving training environment that optimizes both space and performance.

“You can start with a base rack and add Athena cable towers to introduce functional trainer capabilities within the same footprint,” explains Pizer. “As your space expands, you can add storage or other accessories to improve organization and functionality. It’s a long-term investment that grows with your gym.”

A great example of this in action is the global functional training franchise F45.

“F45 recognized that their existing equipment and programming weren’t keeping up with the rising demand for strength training,” says Caitlin Jones, REP’s Director of Sales. “By investing in a PR-5000 with a Dual-Sided Athena, they tapped into the strength training trend, re-engaged their members, and expanded their programming library with over 600 new movements.”

Another one of REP’s standout innovations is the Ares 2.0, a fully integrated cable system that enhances the traditional power rack by adding functional trainer capabilities – all within a single, space-efficient footprint. This design enables multiple users to train simultaneously without interference.

“Traditionally, a commercial gym requires standalone machines for every exercise, limiting the number of users per station,” explains Jones. “The Ares 2.0 solves this. The individual weight stacks allow two users to train at the same time for independent exercises, without interfering with someone squatting or bench pressing on the rack.”

For gym owners, this translates to a higher return on investment. More users per station means less time spent waiting for equipment, improved session flow, and fewer trainers to oversee workouts in a smaller space.

The Adonis is another example of REP’s commitment to creating space-conscious, high-performance equipment. Combining a lat pulldown and low row function within a single machine, Adonis delivers the same biomechanics and power as standalone versions without the massive footprint.

“It’s designed to offer a seamless, user-friendly experience that feels as natural and effective as using a standalone piece of equipment,” Pizer says. “You won’t feel a difference when using the Adonis for lat pulldowns or low row functions, or the Ares 2.0 for true isometric exercises.”

Another Game-Changer on the Horizon

As if REP’s current lineup wasn’t impressive enough, the company is preparing to introduce a revolutionary Smith Machine that will integrate seamlessly into its modular systems, proving once again that equipment doesn’t need to take up more space – it just needs to be smarter.

“This is absolutely a game-changer,” Pizer reveals. “It will elevate the modularity of our rack systems, allowing even more functionality within a compact footprint. You can expect this Smith Machine to be buttery smooth and outperform other standalone options, offering users maximum efficiency and comfort.”

Efficiency That Pays Off

Aside from space-saving benefits, REP Fitness solutions also help gyms reduce costs while improving functionality and user experience.

“REP’s design philosophy emphasizes durability and multi-functionality, which helps gyms save money on equipment purchases,” says Jones. “By investing in robust, multifunctional machines, gyms can reduce the need for multiple separate pieces of equipment.

The result?

• Lower equipment costs
• Fewer maintenance expenses
• A more organized, efficient training space
• A better member experience, translating to enhanced retention
• Fewer trainers are needed because everything is in one place

As strength training continues to flex its muscle in the fitness industry, gym owners and operators have a decision to make: fill their facilities with more equipment, or invest in smarter, more efficient solutions.

REP Fitness is proving that you don’t need more machines – you just need better ones.

Visit REP Fitness at HFA Booth 2431

The post Maximizing Strength Training Without Maxing Out Space: How REP Fitness Redefines Gym Design appeared first on Athletech News.

In the latest episode of Athletech News’ Unscripted podcast, Robin Thurston, the founder and CEO of outdoor lifestyle company Outside Interactive, joins co-hosts Edward Hertzman and Eric Malzone to break down the business of media in the digital age. 

Thurston, Hertzman and Malzone discuss how traditional media companies can position themselves to compete amid the rise of modern-day tools such as social media, streaming services and artificial intelligence (AI).

Thurston also shares how Outside Interactive is working to stay ahead of these trends by creating an integrated platform that extends beyond traditional media and into verticals like real-time tracking apps and online booking platforms. Watch this episode of “Unscripted” for unfiltered takes on the following:

• The threat (and opportunity) platforms like TikTok and Instagram pose for traditional media companies
• Is paywalled content a viable revenue strategy in 2025?
• Creating content that keeps people engaged in an era of dwindling attention spans

Key Talking Points:

• (0:00 – 8:29) The vision and mission of Outside Interactive
• (8:29 – 17:00) Evolution of the media business
• (17:00 – 21:31) Navigating the challenges of modern media
• (21:31 – 29:43) Subscription models and consumer engagement
• (29:43 – 32:24) The rise of social media and streaming services
• (32:24 – 36:07) Future trends in health and wellness

The post Unscripted: Outside’s Robin Thurston on Modern Media Challenges appeared first on Athletech News.

The hospitality industry is undergoing a fundamental shift as longevity and wellness take center stage in consumer preferences. From biohacking and personalized health programs to recovery-focused fitness amenities and medical-grade wellness treatments, hotels and resorts are expanding their offerings to meet the growing demand for longevity-focused experiences.

Several key factors are fueling this transformation. First, the global wellness economy was valued at $5.6 trillion in 2022, with wellness tourism projected to reach $1 trillion by the end of this year. Travelers today are prioritizing proactive health measures, pushing hotels beyond traditional spa services to incorporate longevity-driven experiences, including IV therapy, full-body diagnostics and performance recovery tools.

At the same time, the aging global population is reshaping travel habits. In the United States alone, the percentage of individuals aged 65 and older has doubled from 8% in 1950 to 16.9% in 2020. Consumers over 50 — collectively known as the Longevity Economy – contributed $45 trillion to the global GDP in 2020, highlighting their significant spending power.

Further, this travel is not limited to seniors. Younger generations are increasingly integrating trends such as biohacking, cryotherapy and hyper-personalized nutrition into their lifestyles and seeking it on the road.

All told, this presents an enormous opportunity for hospitality brands to cater to a new era of travelers. Recognizing this shift, FIBO is launching its first-ever Longevity and Hospitality Summit as part of its annual conference in April.

Athletech News spoke with Judith Cartwright, a leading expert in this space and a key speaker at the summit, to explore how hotels and resorts can successfully integrate longevity into their offerings.

The Need for a Strategic Approach

“Longevity is not just a trend, it is here to stay, and hoteliers and developers need to have a strategic plan for how this gets incorporated,” says Cartwright.

This integration, she explains, needs to go beyond guest services and begin internally. 

“This starts with the hardware of a hotel and continues throughout the offering — not only for the guests but also for employees, creating awareness and solutions for their day-to-day workplace environment.”

Despite growing demand, many hotels and resorts still struggle with the positioning of wellness and fitness services.

“The challenge hotels and resorts across all star ratings have is that often their gyms, spas and wellness facilities are not seen as profit centers,” Cartwright explains. “They are treated as amenities rather than business units, leading to missed opportunities. Additionally, often the head of wellness and fitness is brought in just weeks before opening, rather than being involved from the start to help shape offerings.”

Another major issue is outdated brand standards.

“For example, the standard of a 60-square-meter gym for every 100 hotel rooms is simply not sufficient anymore,” she says. “Again, getting the right experts involved early in the architectural design phase allows hotels to create facilities that set them apart from competitors.”

Moving Beyond the Spa Model

Cartwright emphasizes that hotels must move past traditional concepts and recognize how wellness has evolved.

“The biggest hurdle is understanding that wellness has transformed beyond spas and fitness centers. Cost versus profitability is a major factor, but developing a concept that integrates wellness fundamentally throughout design, operations, marketing, customer service and the guest experience is the necessary approach. It’s about storytelling and ‘story-doing’ and educating the team beyond the wellness department before guests even arrive.”

She notes that there are significant opportunities in making this shift. “Industry leaders can move beyond the traditional spa model and incorporate a 360-degree approach. Understanding the customer base, identifying what guests are looking for and building financial models around those needs is key.”

The end goal is to meet consumer expectations for a longer, healthier life —  even when traveling.

“Sleep and nutrition are two of the most overlooked aspects of hotel wellness,” Cartwright says. “Hotels invest in pillow menus and room scents, yet guests still deal with bright alarm clocks, blinking fire detectors, and poorly designed blackout curtains. And children’s menus? They’re still full of pizza, pasta and chicken nuggets instead of balanced, nutritious options.”

The Opportunity for Hospitality Brands

Hotels and resorts have a major opportunity to develop and offer meaningful longevity-focused services.

“The investment can be made at any scale,” Cartwright explains. “It depends on your customer base. Don’t create something just because it’s trendy —  understand what your guests are looking for and develop from there. Thorough benchmarking and gap analysis are crucial.”

According to Cartwright, several brands are already excelling in this space. “Equinox, SIRO, Lanserhof, Chenot, Clinique La Prairie and SHA Wellness Clinic are all approaching longevity in different ways, but they share a common focus: providing guests with meaningful, transformative experiences that go beyond standard hospitality.”

As longevity continues to shape the future of travel, hotels and resorts must position themselves at the forefront of this movement. It’s no longer just about offering a luxurious stay —  it’s about providing a transformative experience that enhances health, well-being and longevity.

For those looking to stay ahead of this movement, FIBO’s Longevity and Hospitality Summit will bring together thought leaders, industry pioneers and hospitality executives to explore the opportunities ahead. With expert insights, innovative solutions and actionable strategies, this event is set to redefine the future of wellness-driven hospitality.

Learn more about the summit and register today.

The post The Longevity Economy: Why Wellness-Driven Hospitality is the Future appeared first on Athletech News.

For Maria Kirgan, offering health and wellness experiences is deeply personal. After spending 25 years in the software industry, grappling with the demands of travel and a high-stress career, she faced a life-altering diagnosis: breast cancer. This moment transformed her priorities, placing health and well-being at the forefront.

During her recovery, she discovered the transformative benefits of infrared sauna and red light therapy through Perspire Sauna Studio, which became a crucial part of her healing journey. Inspired by this personal experience, Kirgan decided to pivot her career and bring the same wellness opportunities to her community.

“Perspire has helped me to recover from a health crisis and it continues to help me relieve pain and stress daily,” says Kirgan. “I’m so grateful to be able to share the same healing to our community now.”

Driven by this passion, Kirgan now operates four successful Perspire Sauna Studio locations in California.

A Path to Success

Launching and scaling a business is no small feat, but Kirgan found immense support within the Perspire Sauna Studio franchise system. A key figure in her journey has been Katy Fetters, Vice President of Experience, whose hands-on approach made a significant impact.

“The training and support I received and still receive daily is unmatched,” Kirgan says. “Perspire brings a decade or more of operational experience and know-how, and Katy personally walked me through all of it.”

In 2024, Perspire Sauna Studio established its Experience Department to prioritize the guest experience and support franchisees in delivering top-tier service.

Fetters elaborates: “We work closely with franchisees like Maria by aligning on key standards, providing detailed education on how to execute effectively, and ensuring no gaps in their knowledge. Through hands-on training, operational guidelines, and continuous education, we set them up for success.”

Exceptional Customer Experience

For Kirgan, providing an outstanding customer experience is central to her business philosophy. “I think that offering a scientifically proven product wrapped in the best possible experience equals a win, and that’s what I set out to do every day,” she says.

With guidance from Fetters, Kirgan created a welcoming and rejuvenating environment for her clients.

“We established clear guest experience benchmarks, covering everything from the initial studio greeting to the upkeep of our state-of-the-art sauna rooms,” Fetters explains. “This consistency ensures that no matter which location a guest visits, they receive the same high-quality service.”

To maintain and improve service quality, Perspire Sauna Studio employs data-driven tools such as net promoter scoring and secret shopper programs.

“These tools help franchisees gauge satisfaction levels, celebrate successes, and quickly address any issues,” says Fetters. “It’s all about continuous improvement and ensuring guests feel valued.”

Community Engagement & Strategic Partnerships

From the beginning, Kirgan understood the importance of community engagement. She forged partnerships with local gyms, fitness professionals and wellness centers to expand her reach and build strong relationships.

“Being part of the community is critical to our success,” Kirgan notes.“Everyone has been so welcoming and supportive, and I couldn’t ask for more.”

These collaborations, supported by Perspire Sauna Studio’s guidance, not only increased visibility but also fostered a sense of trust and loyalty among local residents. Fetters emphasizes that studios are more than just wellness centers – they’re sanctuaries.

“We create spaces where clients feel seen, heard and valued,” she says. “This personal connection fosters deep trust and loyalty, which is invaluable for both the community and the franchisee.”

Ongoing Communication & Tailored Support

Perspire Sauna Studio’s commitment to its franchisees goes beyond initial training. To ensure continuous improvement, the company recently launched a new digital platform designed to streamline communication and provide franchisees with easy access to updates, best practices and other resources.

“This platform keeps franchisees informed and engaged, ensuring they feel supported and connected to the larger Perspire community,” says Fetters.

Additionally, Perspire Sauna Studio relies on its Franchise Advisory Council and Marketing Advisory Council to gather feedback and implement system-wide improvements. Regular check-ins with Franchise Business Coaches provide personalized support, allowing franchisees to address unique challenges and optimize their operations.

“These one-on-one sessions are critical,” Fetters explains. “They allow us to dive deep into each location’s needs and offer tailored advice to help franchisees succeed.”

Scaling for Success

Kirgan’s dedication, paired with Perspire Sauna Studio’s support, allowed her to scale from a single studio to four thriving locations.

“From the onset, I knew I wanted to grow,” Kirgan explained. “Perspire’s proven operations and support made it possible to scale efficiently. They’ve nailed down the operational framework, so all I had to do was focus on executing and meeting goals to guarantee success.”

Her studios have consistently achieved impressive client retention and growth, fueled by positive word-of-mouth and high satisfaction rates.

“Every day, our members share how Perspire has changed their lives,” Kirgan says. “Hearing this is truly a gift and it’s what gives us purpose to do what we do each day.”

When asked what advice she’d give to first-time franchise owners, Kirgan didn’t hesitate with an answer, saying “It’s a scary decision to take that leap, but you’ll never know how much you love it until you do. My only regret is not doing it sooner. Perspire Sauna Studio has given me the tools to chart my own destiny, and the quality of life I’ve gained in doing so is immeasurable.”

This article originally appeared in ATN’s Fitness & Wellness Franchise Outlook Report, which explores the essential questions that can help determine if a franchise aligns with your personal and professional aspirations. Download the free report.

The post Scaling Wellness: A Perspire Sauna Studio Franchisee’s Journey to Success appeared first on Athletech News.

Torque Fitness, the functional and strength training equipment provider, has the fitness industry pushing forward in more ways than one. The Minnesota-based brand recently announced the launch of its TANK M3, a new rendition of its renowned all-surface resistance sled.

The M3 differs from its ancestors with added maneuverability and progress-measuring capabilities. All the while, it maintains a magnetic resistance foundation, which makes the equipment applicable to any gym floor, as opposed to the more common friction-based sleds which can damage facility surfaces.

“As functional fitness and resistance training continues to grow, the demand for versatile and efficient equipment has become more apparent,” said Jerry Dettinger, CEO of Torque Fitness. “The TANK M3 not only meets these needs but exceeds them, providing a solution that enhances the experience for both gym owners looking to optimize space and individuals aiming to maximize their workouts.”

You Can Go Your Own Way

Moving in a straight line is fun for only so long. So, after some encouragement from one of the NFL strength and conditioning coaches the brand works with and some extensive trial-and-error periods, Torque successfully installed a swivel system within the M3 to make lefts, rights and even full figure eights a possibility when pushing or pulling. 

“With our focus on functional training, it was critical for us to design a TANK that could move in all the directions we move as humans,” said Dettinger. “We knew that maneuverability was a major pain point with previous models, especially in commercial spaces where users need equipment that’s flexible and easy to move.”

This upgrade makes the M3 impactful both in and outside of use. The equipment’s mobility makes gym floor rearrangement and eventual storage a significantly lower lift, both in a literal and figurative sense. This allows operators to further maximize their floors and fitness consumers to enjoy a more open gym or studio environment. 

“Space is always top of mind for us, and the TANK M3 allows for incredible flexibility within the gym,” said Dettinger. “Operators can move it anywhere in the facility, making it adaptable to various spaces.”

The equipment’s ability to adjust weight levels with the flip of a lever rather than loading plates adds to its versatility and consequential efficiency as well.

“This means no downtime between sets and a smooth transition for the next user,” said Dettinger. “For operators, it allows quicker workouts and better space optimization, especially during peak hours. For users, it’s an immediate win — no fussing with weight plates, just a seamless adjustment that lets you focus on the workout itself. It’s all about getting more out of every minute, which is key in today’s fast-paced world.”

Simple and Smart

The M3’s straightforwardness shouldn’t be confused with unsophistication. The sled is as cutting edge as any piece of connected fitness equipment on the market, coming equipped with an integrated data readout screen that helps trainers track resistance levels, speed and progress. 

“We understand that in today’s fitness world, tracking progress is key – whether you’re training for performance, health, or just personal improvement,” said Dettinger. “By including the screen, we’re helping users and trainers keep real-time records, making it easier to adjust workouts on the fly.”

“Our goal was to make the TANK M3 intuitive, easy to use, and effective, and the screen is a big part of that,” he added. “It’s a simple way to elevate the experience without complicating it.”

Resistance is the Way Forward

By making the sled that’s more adaptable, effective and smart, Torque is also opening up fitness consumers up to what it believes is a more elevated brand of exercise. 

“We’ve always believed that there’s something inherently superior about running on the ground versus using a treadmill, and the same philosophy applies to functional resistance training,” Dettinger said. “Resistance training helps improve functional strength, joint health and metabolism, and it’s something that works for everyone, from beginners to elite athletes.” 

It hasn’t taken Torque’s clients long to come to these realizations either. While the M3 remains in its early rollout stages, the brand already reports both operators and users have shared “extremely positive” feedback. 

“We’ve heard from several gym owners who’ve shared how much it’s helped streamline operations and improve client satisfaction,” said Dettinger. “One thing that stands out is how quickly the TANK M3 has become a favorite in their facilities, with members incorporating it into their workouts seamlessly. We’re excited to see the product continue to perform well as it rolls out more broadly.”

The post Torque Fitness Adds a New Layer of Tech & Mobility With TANK M3 Push Sled appeared first on Athletech News.

In the latest episode of Athletech News’ Unscripted podcast, Jamie Weeks, the founder and CEO of contrast therapy brand SWTHZ, joins co-hosts Edward Hertzman and Eric Malzone for a deep dive into the business of fitness and wellness franchising. 

Weeks, Hertzman and Malzone discuss topics including the push and pull of corporate versus franchisee control, the benefits of running corporate-owned studios in a franchise model and how SWTHZ is pursuing growth in the emerging wellness category. Watch this episode of “Unscripted” for unfiltered takes on the following:

• Approaching the franchisor-franchisee relationship as an entrepreneurial partnership 
• Where fitness and wellness franchise brands tend to go wrong in their marketing and operations
• Why sauna and cold plunge might be the key to making America healthy

Key Talking Points:

• (0:00 – 5:59) Introductions and the concept of “whole-person wellness”
• (5:59 – 10:24) Contrast therapy as a gateway into fitness and wellness
• (10:24 – 14:26) Operational challenges in scaling a luxury wellness concept 
• (14:26 – 22:05) Why choice is overrated in curating service offerings
• (22:05 – 29:12) How Weeks approaches the business of franchising
• (29:12 – 32:52) Defining success as an entrepreneur 

The post Unscripted: SWTHZ’s Jamie Weeks on Contrast Therapy, Biz of Franchising appeared first on Athletech News.

BioCharger, the whole-body recovery platform, approaches wellness from more than one direction — and all at the same time. By weaving together PEMF (pulsed electromagnetic fields), light, frequencies and harmonics, and voltage, the brand goes where no provider in its field has gone before via its approach to cellular health. 

“It’s the only platform in the world that applies all four of these proven energies simultaneously and touchlessly,” said Jim Law, CEO of BioCharger, “The BioCharger activates your body’s natural ability to heal and recover.”

The BioCharger journey began when Jim Girard, who leads the brand’s research and development team, noticed an abundance of energy practitioners providing one of the four energies the BioCharger produces, the positive effects each brings out and the absence of something tying them all together.

“If you look at the mechanisms of action of each of the four energies, they’re all unique, but simultaneously, they all contribute to optimal cellular performance,” said Law. “So his vision was, why not create a device that could combine all four?”

35 years removed from that epiphany, Girard’s vision is present and concrete, with the BioCharger becoming smarter and more cost-effective than ever. 

Giving Back to Yourself

While the BioCharger may sound advanced from a conceptual standpoint, the way it’s used is anything but. 

To experience the four-in-one energy experience, users only need to sit or stand approximately 3-5 feet from the device for 12-15 minute sessions to receive the emitted energy forms. Users simply relax, let the machine do the work and then experience the benefits after the fact. 

“The key to success for any wellness business or fitness business is that your client or members feel or look better when they leave compared to when they walked in the door,” said Law. “Just experiencing the BioCharger and adding that 12 to 15 minute session to any protocol is going to improve the outcome.”

While the BioCharger helps individuals feel better on the surface — it also restores the energy our bodies have been missing for years. The Environmental Protection Agency (EPA) reports that humans spend 90% of their time indoors, leading many to miss out on the natural energies essential for overall well-being. 

“It provides four proven, scientifically-backed energies that exist in nature, that our bodies need desperately and are being blocked due to our modern lifestyles and spending,” said Law. “Without the proper energy at the cellular level, our body can’t regenerate and heal itself.”

Franchising Implications

PEMF, light, frequencies and harmonics, and voltage represent a winning formula for brands looking to integrate advanced wellness solutions and harness the benefits of multi-energy technology as well. 

Thanks to the BioCharger’s approachability, up to six users can enjoy the innovation at once, meaning sites often only need one, effectively making the device easy to integrate across multiple locations. The BioCharger being a modular tool, not requiring extensive staff oversight nor cleaning between sessions adds to its scalability as well. The same factors also allow the product to generate ROI in under 10 months, according to the brand. 

“The throughput is amazing compared to some of the other things from a profit margin standpoint,” said Law. “It is the highest margin, lowest operational cost device that you’ll find in any of these facilities.”

OsteoStrong, a wellness franchise focused on muscular and bone health, represents just one of the many clients currently benefitting from BioCharger’s franchise-friendly elements. The brand now boasts around 180 locations with help from BioCharger, which found eight different ways to monetize their service for them, contributing “massively” to their bottom line, according to Law. 

Capitalizing on Trends

The positives brought out by the BioCharger’s multi-user capabilities extend from the financial arena to end-user satisfaction as well. In the wake of the pandemic, more individuals are seeking community-building health and wellness experiences. With it serving as a wellness option that simultaneously introduces six people to each other at once, the BioCharger makes any gym or studio a platform for that sought-after camaraderie. 

“Today, more than ever, people don’t want to sit in their basement on a Peloton,” said Law. “We’re social beings. What we found with our clients, especially some of the larger, multi-site ones, is that it actually became a social point, and people collectively not only enjoy it but they get the benefits even to a greater extent as a group.”

This, coupled with the simultaneous increased demand for wellness by fitness consumers makes sites that house BioChargers more likely to spur higher retention rates — in some instances even bringing individuals through doors entirely on their own. 

“The movement has also had a huge impact on retention,” said Law. “Some of our larger customers, who measure that stuff maniacally, have seen that not only does it help retain, but it helps bring up the average member revenue. It can introduce new audiences that wouldn’t typically come to that business in the first place if it weren’t for the BioCharger.”

Evolving Through AI

BioCharger also continuously updates its machines, all of which are attached to a cloud network, with what it calls “recipes.” These “recipes” are energy and frequency programs designed for a specific outcome, such as assistance with a headache or recovery from a certain shoulder injury. 

Now, with over 1,400 recipes loaded, BioCharger’s next steps are being taken with artificial intelligence (AI). 

“We’ve got AI looking at our large language model and customizing design recipes on the fly based on a user’s need,” Law explained. “So if my HRV and sleep scores have been low, I can now enter that and it’ll custom develop a recipe you can run 30 seconds later.”

Law also added that BioCharger intends to assist more individuals dealing with chronic diseases in the near future, calling it one of the “hottest” areas where BioCharger technology has been embraced to help individuals recover in ways Western medicine hasn’t been able to.

The post BioCharger Makes Recovery Efficient & Fun With Four-in-One Energy appeared first on Athletech News.

The wellness industry is expanding rapidly, driven by consumers’ growing interest in health and their desire for greater control and transparency. As more health spending shifts beyond the doctor’s office to direct-to-consumer products and services, there is a critical need to bridge the financial gap between health and healthcare. Flex, an HSA/FSA solution provider, is at the center of this unification.

“Consumers are increasingly taking control of their health journey, leveraging technology and at-home solutions to monitor and improve their wellbeing through diagnostic tests, wearables, apps and lifestyle interventions,” said Sam O’Keefe, Flex CEO. “Our goal is simple: to make HSA/FSA payments available wherever consumers spend on their health.”

Health savings accounts (HSAs) and flexible spending accounts (FSAs) present a sizable revenue opportunity for fitness and wellness brands. With over $150 billion available in these accounts, consumers have substantial funds to invest in their well-being.

Alternative payment methods have already proven to be powerful drivers of growth — whether through buy now, pay later options in e-commerce or ACH payments in fitness studios. These solutions not only attract new customers and members but also improve retention over time. Flex empowers brands to harness these payment innovations, unlocking new revenue streams and turning up customer engagement.

Clearing Complexities

Flex provides a seamless, expert-driven solution for fitness and wellness brands looking to accept HSA/FSA payments. The platform not only enables eligibility at checkout but also simplifies the entire process, offering expertise in compliance, reimbursement and required documentation.

Flex supports eligible payments, letters of medical necessity, reimbursements and more — all while ensuring smooth transaction completion. Getting started is quick and hassle-free, with no scheduling required. Instead, users can complete a chat-based telehealth visit with a licensed healthcare provider to obtain the necessary documentation for HSA/FSA reimbursement.

“We start by conducting a thorough review of your products and services,” explained O’Keefe. “Through this audit, we determine which items can be automatically approved and which require a Letter of Medical Necessity to comply with IRS guidelines. Based on these findings, we customize your HSA/FSA integration to create the smoothest possible checkout experience.”

Flex then facilitates payment through a single, streamlined checkout flow designed to maximize conversion rates. Its real-time analytics dashboard also gives brands clear visibility into their HSA/FSA transactions, enabling them to manage and optimize these channels effectively.

Beyond payments, Flex actively connects its community of high-intent HSA/FSA buyers with partner brands through the Flex Market, newsletter and social media channels. This not only keeps both businesses and consumers well-informed but also helps drive more sales and savings.

The HSA/FSA Difference

Flex reports their partners have attracted new customers, higher average order value and boosts in subscription retention. Consumers also benefit by saving 30–40% on purchases made with their HSA/FSA, Flex says. 

“By accepting HSA/FSA payments, businesses can attract this growing segment of health-conscious customers who actively manage their wellness journey,” said O’Keefe. “The ability to use HSA/FSA funds makes wellness products more accessible and affordable.”

More is Coming

As HSA/FSA adoption accelerates across the health and wellness industry, Flex is experiencing rapid growth, bringing its payment solutions to an expanding network of partners. The platform is already powering payments for leading brands such as Echelon, Kineon, iFIT, Trainwell, Ultrahuman, Ampfit and others, helping them unlock new revenue streams through HSA/FSA eligibility.

Since launching this partnership [with Flex], we’ve seen significant growth in HSA/FSA transactions, benefiting both our customers and our business, “ Echelon founder and CEO Lou Lentine said.

“We’re constantly expanding our capabilities — whether that means integrating with new platforms or refining our checkout process to maximize conversion rates,” added O’Keefe. “Every improvement we make is focused on one thing: helping our partners succeed.”

The post Unlocking Growth: How HSA/FSA Payments Drive Revenue for Wellness Brands appeared first on Athletech News.

As gyms, studios and trainers continue advancing in technology, equipment, and programming to optimize member outcomes, one critical factor often goes overlooked: gut health.

Every trainer has seen it — a committed client who follows the plan yet struggles with hunger, energy fluctuations, bloating or weight management. The gut microbiome plays a pivotal role here, yet its significance is often misunderstood.

So how can fitness professionals help clients bridge the gap between gut health, metabolism and sustainable fitness results?

ATN consulted with Pendulum, a pioneering company in microbiome solutions, to explore the gut’s role in metabolism, the connection between GLP-1, exercise, and digestion, and how trainers can guide clients toward better outcomes.

Gut Microbiome 101

According to Kara Siedman, Senior Manager of Scientific Communications at Pendulum, the gut microbiome is a critical regulator of metabolism, cravings and energy levels. It influences digestion, nutrient absorption, hormone production and inflammation, which are all key processes that determine how efficiently the body regulates weight, appetite and overall metabolic health.

She explains, “A healthy microbiome, rich in beneficial bacteria like Akkermansia muciniphila and butyrate-producing species, helps maintain a strong gut barrier and reduces inflammation —  both in the gut and beyond. These bacteria support the production of GLP-1, a hormone that regulates blood sugar and appetite, strengthens the gut barrier, reduces inflammation and supports gut repair.”

In short, when the microbiome is balanced, metabolism functions efficiently, helping to prevent weight gain and blood sugar imbalances.

Conversely, when the microbiome is imbalanced —  a condition known as dysbiosis —  metabolic health can suffer. “Dysbiosis weakens the gut barrier, allowing harmful bacteria and toxins to enter the bloodstream, triggering inflammation,” she says. “And chronic inflammation is a major driver of metabolic dysfunction, contributing to insulin resistance, weight gain and energy instability.”

Beyond metabolism, the microbiome also influences cravings and appetite regulation via the gut-brain axis. 

“Beneficial bacteria promote the release of hormones like GLP-1 and PYY, which help increase feelings of fullness and reduce hunger,” says Siedman. “But when the microbiome is out of balance, cravings for sugar and processed foods can increase, further disrupting metabolic health.”

Signs a Client May Need to Prioritize Gut Health

Given the microbiome’s far-reaching impact, how can fitness professionals recognize when a client may benefit from focusing on gut health as part of their fitness journey? While every individual is different, certain recurring patterns may indicate an imbalanced microbiome. Trainers should be aware of these common signs:

• Frequent bloating, irregular digestion and gastrointestinal distress – Chronic bloating, constipation or discomfort after eating can signal an imbalanced gut.
• Unstable blood sugar levels leading to crashes and fatigue – Poor gut health can impact glucose regulation, causing energy highs and lows.
• Slower muscle recovery and prolonged soreness – A compromised microbiome can lead to increased inflammation, delaying post-workout recovery.
• Increased susceptibility to colds and infections – Since much of the immune system is housed in the gut, a weakened microbiome can impair immune function.
• Disruptions in sleep quality and mood regulation – The gut-brain connection influences neurotransmitters like serotonin, affecting sleep and mental well-being.

If clients are displaying these symptoms on a recurring basis, it may be time to consider a probiotic.

The Role of Pendulum’s GLP-1 Probiotic in Supporting Metabolism

Recognizing the essential role of the microbiome, Pendulum has developed a targeted probiotic designed to enhance gut health and naturally support GLP-1 production.

“Pendulum GLP-1 Probiotic is a multi-strain, live probiotic featuring advanced strains like Akkermansia muciniphila, Clostridium butyricum, and Bifidobacterium infantis,” Siedman explains. “Each of these strains plays a critical role in promoting gut and metabolic health.”

So, how do these strains work together to support metabolism?

Akkermansia muciniphila, a key strain in the formula, strengthens the gut barrier, reducing intestinal permeability (often referred to as “leaky gut”). This prevents harmful substances from entering the bloodstream and triggering systemic inflammation that disrupts metabolic processes. “Akkermansia produces important metabolites such as propionate, which helps regulate metabolism, and p9, a protein that directly stimulates GLP-1 production,” says Siedman.

Clostridium butyricum produces butyrate – a short-chain fatty acid essential for metabolic regulation. “Butyrate plays a crucial role in gut integrity and inflammation control, helping to support overall metabolic function,” she adds.

Finally, Bifidobacterium infantis helps break down dietary fibers in the early stages of fermentation, creating the right environment for other beneficial bacteria like Akkermansia to thrive.

Pendulum’s research on the GLP-1 Probiotic has shown promising real-world results. In a consumer survey of over 270 participants who took the probiotic for six weeks, 91% reported a reduction in food cravings, with cravings for sugar, fat, and salty foods dropping by over 80%. Additionally, clinical research on Pendulum’s Glucose Control formula, which contains these same core strains, demonstrated a 33% reduction in glucose spikes and improved long-term blood sugar control after 12 weeks.

Common Pitfalls & Misconceptions

The science behind probiotics and metabolism is complex, and misinformation can lead to some misconceptions about gut health. Following are some common pitfalls fitness professionals should be aware of:

• Exercise alone does not guarantee gut health. Even highly active individuals can experience microbiome imbalances that impact metabolism and recovery.
• Intense training can stress the gut. Prolonged exercise can increase gut permeability, triggering inflammation and metabolic disruptions.
• Highly processed “fitness foods” may harm the microbiome. Many protein bars and shakes contain additives that degrade gut barrier integrity.
• Gut health affects performance. Poor gut health can lead to slower recovery, fatigue, increased inflammation, and greater susceptibility to illness.

“Gut health is not just about diet and exercise, it’s about resilience,” explains Siedman. “Fitness professionals should be aware that training stress, recovery habits, and supplementation choices all can have an impact on gut microbiome stability. Optimizing gut barrier integrity, reducing inflammation, and supporting our beneficial microbes is key to sustaining metabolic health, performance, and long-term well-being.”

How Fitness Professionals Can Integrate Gut Health into Client Education

While fitness professionals cannot prescribe probiotics, they can play a key role in educating clients about the connection between gut health, metabolism, and performance.

“Trainers should focus on lifestyle factors that naturally support GLP-1 production,” Siedman advises. “Encouraging clients to eat fiber-rich foods, stay active, manage stress, and get quality sleep all contribute to gut health.”

Additionally, guiding clients to research-backed probiotics, such as those with Akkermansia muciniphila, can be beneficial. “It’s important to look for probiotics that have been scientifically studied, rather than just focusing on individual ingredients,” she notes.

In the end, recognizing the importance of gut health and encouraging clients to adopt healthy habits that support it is a great start, and referring them to professionals when necessary for personalized advice is a smart next step.

The post Metabolic Mastery: How Fitness Professionals Can Support Clients’ Gut Health appeared first on Athletech News.

In 2005, fitness industry visionary Augie Nieto was diagnosed with ALS. A pioneer in exercise innovation, Nieto built Life Fitness into the world’s largest commercial fitness equipment company — only to face a disease that would rob him of movement.

But instead of surrendering, Nieto and his wife, Lynne, launched Augie’s Quest, declaring that incurable is unacceptable. For 20 years, the fitness industry — an ecosystem he helped shape — has been an unwavering force in this fight, raising over $36 million to fuel groundbreaking ALS research.

Now, as Augie’s Quest marks two decades of impact, the industry is stepping up once again, proving that its strength goes far beyond the gym floor.

20 Years of Progress

Since its inception, Augie’s Quest to Cure ALS has raised over $100 million. Under Augie Nieto’s leadership, Augie’s Quest and ALS Therapy Development Institute (TDI) have collectively raised over $200 million to help bridge the gap between scientific discoveries and real-world treatments.

The fitness industry, a community Augie helped shape, has played an instrumental role in this mission, raising more than $36 million and fueling some of the most pivotal research initiatives in ALS treatment. Through nationwide events, fundraisers and dedicated partnerships, fitness brands and industry leaders have rallied, making an undeniable difference.

One case in point: the BASH for Augie’s Quest, one of the most defining fundraising events in the fitness industry’s history. Traditionally held alongside the International Health, Racquet & Sportsclub Association (IHRSA) conference (now the Health & Fitness Association), the event united fitness professionals in a shared mission. Since its inaugural event in 2006, the BASH raised millions for ALS research while demonstrating the industry’s unwavering commitment to driving meaningful change. This year, Augie’s Quest is instead a proud sponsor of the Athletech cocktail party event on March 13.

What made this event particularly powerful is its ability to unite fierce competitors; many of whom, including Augie’s own business rivals, would rarely share the same space.Yet, at the BASH, all competition was set aside in the name of a greater cause. Over the years, it became a unifying force, proving that the fitness industry isn’t just about strength and endurance in the gym — it’s about standing together to improve and save lives.

 A longtime supporter of the BASH event and Augie’s Quest, The Bay Club, headquartered in San Francisco, has gone beyond underwriting VIP parties, continuously championing the cause through auctions, supporting New York marathon runners, and direct contributions.

Matthew Stevens, President and CEO, emphasizes the importance of honoring industry pioneers, saying, “Respecting the past — especially the founders of our industry — is imperative to the core foundation of Bay Club and should be for our entire industry. The fact that Augie Nieto, one of our industry’s visionaries, was stricken with this awful disease means we can never forget his contributions.”

Another fitness industry leader that has been deeply committed to Augie’s Quest since day one is Life Time. In September 2024, the brand launched GO90 for Augie’s Quest, a nationwide 90-minute workout. The event united its athletic clubs across the country in a powerful display of support, raising substantial funds to propel ALS research forward. 

When asked why Life Time supported the cause, Bahram Akradi, Founder, Chairman and CEO of the company simply said, “Because I loved Augie.”

Over the years, Crunch Fitness has also played a significant role in supporting Augie’s Quest through national fundraising campaigns, including Love Your Muscles, involvement in Clubs for the Quest, and more. Their in-club activations and community-driven events have generated substantial funds, demonstrating how local gym communities can rally together for a greater cause.

“We’ve been honored to support Augie’s Quest over the years to help amplify awareness and support for ALS research and to continue Augie Nieto’s mission,” said Jim Rowley, Crunch CEO.  

Another major contributor is Orangetheory Fitness, which has donated over $10 million through fundraising campaigns and direct contributions. A defining moment came in 2018 when the brand raised $4 million in just three weeks through its #IBurn4ALS campaign. Zumba and Newtown Athletic Club have also been extremely supportive – raising over $1 million and just under $1 million, respectively.

“Anything that robs people’s ability to move is worth fighting against,” said Zumba’s Creator and Co-founder, Alberto Perez. “At Zumba, movement is our language, our joy, and our way of bringing people together. We support Augie’s Quest because their groundbreaking work will help to restore hope and mobility to those affected by ALS. Together, we can dance toward a future without this disease.” 

The fitness industry’s collective contributions have directly supported life-changing ALS treatments, including Tegoprubart – a promising therapy designed to slow disease progression by reducing neuroinflammation and protecting motor neurons from damage.

What’s Next? A Simple Yet Powerful Way to Join the ALS Research Fight

As Augie’s Quest marks its 20th anniversary, the question isn’t just how far the movement has come —  it’s how much further it can go. The fitness industry has already played a pivotal role in funding groundbreaking ALS research, but there is still work to be done.

The good news? The next step is already in motion, and it’s one the entire industry can take part in with minimal lift and maximum impact.

In May – ALS Awareness Month – based on the success of the Life Time GO90 event, and also on the sobering fact that every 90 minutes, someone is diagnosed with ALS, Augie’s Quest is launching a nationwide fundraiser and inviting all clubs and studios to join.

It’s simple. Participating clubs will host special 90-minute classes, featuring their most engaging instructors and dynamic programming.

The initiative is designed to be turnkey for gym owners – clubs can set their own entry fees ($25-$50), organize friendly competitions, offer incentives, and engage their communities in a fun yet impactful way. Augie’s Quest provides a customizable toolkit, making it easy for clubs of all sizes to get involved.

With many gyms already signing on, this is a tangible, industry-wide opportunity to continue Augie’s mission and accelerate the search for a cure. For those who haven’t yet participated in Augie’s Quest, this is the perfect way to start.

Says Rowley: “We’re excited to unite the Crunch community this May with this special programming to not only honor the incredible 20-year impact of Augie’s Quest but also inspire an effort among our members and the fitness industry to drive meaningful change.” 

Augie’s Quest has always been about resilience, innovation, and the collective power of a community … the very things that define the fitness industry. 

Rowley echoes this, saying, “Partnering with Augie’s Quest reinforces the importance of community and making a difference, and we’re proud to continually support this cause.”

For two decades, this industry has done just that, proving that its impact extends far beyond the gym floor. The millions raised have not just funded research; they have accelerated treatments, changed lives, and brought hope to thousands.

But the fight is far from over. ALS remains an incurable disease – but, as Nieto believed, incurable is unacceptable. Now, as Augie’s Quest embarks on its next chapter, the fitness industry has more opportunities than ever to make a difference.

As Stevens so perfectly puts it, “Our work here is – and continues to be – a tribute to the sacrifices Augie made for all of us in this amazing industry we get to call a career.”

For more information on how to participate in the 90-Minute Class Fundraising Campaign or contribute to the cause, visit Augie’s Quest.

The post Stronger Together: How the Fitness Industry Is Powering the Future of ALS Research appeared first on Athletech News.

It’s getting more and more difficult to find corners of the country where functional fitness doesn’t have a market, in large part due to Pvolve. With 18 open locations and over 50 studios sold, all coming a little over a year since the brand launched its first franchise location in San Diego, Pvolve’s rapid growth is undeniable and unparalleled. 

But just because this task of initial growth was accomplished in such a short period doesn’t mean it was simple or easy. Pvolve not only needed to pass a number of pre-launch tests during its initial franchise rollout stage, but several others mid-flight as the brand progressed to reach the heights it’s at today. 

Achieving Liftoff

It doesn’t take long for those partaking in functional fitness to understand its benefits. The modality helps individuals improve their physique, as well as their mobility, strength, and balance to enhance everyday life. However, a new-to-market fitness concept with unique equipment you’ve never seen before isn’t easily grasped. 

“In our earlier days, as an emerging brand, one of the biggest initial challenges in new markets during presale was low brand awareness,” said Jill Brand, Head of Brand at Pvolve. “Very few people had heard of Pvolve, and although the unique fitness modality was driving leads, these individuals weren’t ready to commit to buying a membership for a workout they’d never heard of or tried.”

The message was clear — people needed to experience the workout firsthand. To that end,  the brand designed a robust presale marketing approach that educates the market and drives consumers to free trial classes as a way to lay the foundation first before trying to acquire new members. What’s more, the team moved away from a digital-first approach to an aggressive guerrilla strategy.  

“Rather than relying solely on digital marketing, franchisees are encouraged to actively connect with the community by participating in local events, collaborating with neighboring wellness businesses, and using those as opportunities to drive interest in trialing a class” said Brand. “These in-person strategies are essential to integrating Pvolve into the community and raising awareness for the workout and new studio opening.” 

In the time since its first round of franchisees launched, Pvolve has rounded these practices into a standard operating procedure for pop-ups that helps reel in memberships before satellite doors open. Pvolve HQ works with franchisees from the jump to help them better understand their markets and then launch customized presale campaigns, showcase the brand’s distinct fitness method and encourage more local engagement.

“We love the challenge of going into a new market that may not have otherwise heard of our method yet,” said Brand. “Our main goal is to educate our customers on our incredible method, how it’s different from everything else out there, and get prospective members to try a class and see for themselves.”

“Pvolve was an incredible partner throughout our presale journey,” added Caitlin Pettitt, Owner of Pvolve’s North Scottsdale location. “From providing comprehensive execution guides and best practice recommendations to offering hands-on support every day, their team was truly by our side. Weekly touch base meetings ensured we were always aligned and on track, helping us navigate each step with confidence. Thanks to their expertise, we feel fully prepared for a seamless and successful studio launch!”

Increasing Altitude

Pvolve doesn’t just send its franchisees off into the horizon after that initial stage either. It’s a good thing too, as the obstacles franchisees need to surpass once they get off the ground can be just as tricky to navigate. 

“The online/offline approach to marketing — combining digital marketing with active community engagement — establishes a strong foundation for long-term growth,” said Brand. “This early success creates momentum, but once your doors are open, you need to make sure you’re also focusing on member retention as well.”

Pvolve has resources available to franchise owners to support retention efforts, including  exclusive member events, workout challenges, and brand partnerships that include special experiences and gifting. These all provide ongoing value, help reinforce members’ commitment, and encourage referrals. 

Updates from the Stratosphere 

Today, Pvolve is proud to report that its franchise locations are experiencing growth as the network itself continues to expand as well. The brand credits this to its strategic support and tailored sales and marketing approaches, backed by its best-in-class studio operations. 

“This comprehensive approach to marketing, sales and in-studio experience establishes a foundational lead and member base for ongoing member acquisition and retention,” said Brand. “We continue to see a steady increase in memberships, with monthly retention rates exceeding industry averages.”

These positive takeaways are further supported by member feedback, which often includes the specific mentioning of Pvolve’s core principles when it comes to franchising. 

“Member feedback highlights their appreciation for the welcoming atmosphere and the transformative benefits of the Pvolve method, often noting that the community-first focus sets Pvolve apart from other fitness options,” Brand concluded. 
Boston-area fitness entrepreneurs and any functional fitness consumers in the area will be the next ones to benefit from Pvolve’s franchising methodology. It was confirmed to Athletech News that in the coming year, the state will welcome its first Pvolve location in either Wellesley, Needham, Newton, or Brookline. This is just behind a Santa Monica location, which opened in September, and a North Scottsdale one in November.

This article originally appeared in ATN’s Fitness & Wellness Franchise Outlook Report, which explores the essential questions that can help determine if a franchise aligns with your personal and professional aspirations. Download the free report.

The post Inside Pvolve Franchising: A Step-By-Step Explanation of the Brand’s Growth appeared first on Athletech News.

iFIT is doing everything imaginable to help the nation’s top skiers and snowboarders hit the slopes with confidence while also providing top quality training content for athletes everywhere. 

In late 2023, the global fitness technology company inked a partnership with U.S. Ski & Snowboard. The project included a complete re-design of the USANA Center of Excellence’s gym with new Freemotion cardio and strength equipment, as well as select NordicTrack cardio machines, for nearly 250 elite athletes and staff. 

“This partnership is a natural fit because both iFIT and U.S. Ski & Snowboard are deeply committed to excellence, innovation and the progression of athletic performance,” said Mark Watterson, iFIT Commercial CEO. “For iFIT, this collaboration aligns with our purpose to serve athletes of all levels and abilities by providing them with cutting-edge cardio and strength equipment and immersive training experiences.”

The Physical Remodel

The iFIT makeover began with adding state-of-the-art equipment like the Incline Trainer and Relfex treadmills, Freemotion Glute-Ham Developers for lower body strength, and more to the Center of Excellence gym. The Dual Cable Cross, a favorite among the trainers, accompanied those machines as well to facilitate strength and mobility exercises.

“The Freemotion Dual Cable Cross is a standout piece in this retrofit,” said Watterson. “Its versatility allows athletes to perform a wide range of functional, multi-plane movements, making it ideal for strength, stability and power training. The ability to adjust resistance and specific positioning ensures athletes can customize their workouts to target specific muscle groups relevant to skiing and snowboarding.”

The Incline Trainer represented another new supplement to the floor, which permits cardio training while simulating mountain-like conditions. New cardio bikes were installed as well infused with engaging and informative visual content.

“I utilize the iFIT bikes with athletes the most out of all the cardio equipment because the screens allow me to see their power output as well as their RPM, and their distance,” said Maddison Beck, Athletic Development Coordinator at U.S. Ski & Snowboard. “I can individualize each athlete’s program while allowing them to have that individual feedback.”

“These additions are particularly exciting because they cater to the specialized needs of elite athletes preparing for world-class competition,” Watterson said.

Freemotion also dropped in several of its versatile FitRigs during the remodel. Users can go from squatting to core-strengthening leg raises to simple pullups in a matter of seconds with the equipment. Foreste Peterson, the Athletic Development Coordinator at U.S. Ski & Snowboard, went as far as to call it the “one stop shop.”

“You literally can do everything there,” Peterson went on. “You can do any kind of lower body move, lunges, and then go right into a core exercise. You can literally target your whole body.”

Top Content Made By Top Athletes & Trainers

iFIT also recently introduced its Train for the Slopes workout series as part of the partnership. iFIT Trainers Knox Robinson and Shannon Cooper collaborated with professional snowboarder Lindsey Jacobellis and alpine skier Ryan Cochran-Siegle to assist athletes in their training both from a physical and mental perspective. 

In the content series, the four experts lead individuals through cardio, flexibility, balance and HIIT workouts to prepare for their trips up and down the mountain. Tricks and tips from years of experience are made available throughout the series as well. 

A Partnership that Shreds

Both U.S. Ski & Snowboard and iFIT have benefited from the partnership thus far through new events and collaborations. As competitions have taken off for the season, seeing the athletes perform at their peak and bringing their expertise to the iFIT platform for the masses to enjoy has been equally pleasing. 

“The equipment that iFIT produces matches our desire to push the boundaries to help our athletes get fitter, stronger, and faster,” said Sophie Goldschmidt, President & CEO, U.S. Ski & Snowboard. “We love this relationship with iFIT where we fully outfitted the gym with all the new equipment. There was a lot of excitement both from our high performance experts, and doctors, and medical practitioners. It’s really revolutionized this center.” 

iFIT understands that the difference between a stuck landing and a wipeout or the between gold, silver and bronze, is sometimes made in the gym rather than on the mountain. They’re eager to provide an edge that might put each former more within reach. 

“By modernizing the gym with state-of-the-art Freemotion cardio and strength equipment, we’re providing tools that not only enhance physical preparation but also ensure efficient recovery and injury prevention,” said Watterson. “Cutting-edge equipment isn’t just a luxury — it’s a necessity to keep athletes competitive and ensure they’re operating at their peak.”

The post iFIT Helps U.S. Ski & Snowboard Stick the Landing appeared first on Athletech News.

For decades, the fitness industry operated under a well-known but counterintuitive model: expecting 70% to 80% of gym members who purchased a membership to rarely show up. Operators planned for this, forecasting attendance rates that assumed most members wouldn’t consistently engage.

But the landscape is shifting. A new generation — particularly Gen Z —  is upending expectations. They’re not just joining gyms; they’re using them. And they expect results, personalization, and innovation that evolves with their needs.

So, the challenge becomes: How do gyms shift their models to accommodate? How do operators design and manage spaces that engage people not just for weeks, but for years? How do they introduce training solutions that grow with each member’s fitness journey, adapting to their changing goals, lifestyles, and abilities?

Most gyms today simply aren’t built for this level of long-term personalization.

Meet EGYM Genius.

EGYM Genius is an unprecedented, AI-powered, adaptive workout platform that creates hyper-personalized workout plans, learning from each member’s progress over time.

By analyzing over 8 billion workout data points and 500 million assessment data points, EGYM Genius continuously refines training recommendations – bringing a level of intelligence, precision, and adaptability that has never existed in fitness.

With EGYM Genius, fitness isn’t just about getting people through the door. It’s about keeping them there — and keeping them committed —  for life.

The Impact of EGYM Genius: Transforming Fitness Engagement & Operations

Since its launch in October, EGYM Genius has been reshaping the way gyms engage members and operate efficiently. General Manager of EGYM North America, Dana Milkie says the response from both gym-goers and operators has been overwhelmingly positive, with early data already showcasing its ability to enhance retention, improve efficiency, and drive deeper member engagement.

“First, the ‘ah-ha’ has been around not just the level of personalization that Genius provides, but its ability to learn,” he explains. “Rather than following a static plan, users experience dynamic training programs that evolve in lockstep with them, creating a sense of progression and sustained motivation.”

This level of personalization has already contributed to a 10% reduction in churn among early adopters, proving that members who feel supported in their fitness journey are more likely to stay committed.

Second, gym operators and trainers see Genius as not just a tool for engagement but a powerful efficiency driver. “Traditionally, crafting personalized training plans for members could take up to 30 minutes or more per person and with Genius, that time is reduced to 10 minutes or less,” says Milkie. “With the help of Genius, trainers can pair their own expertise with the data and create better plans, faster.”

Additionally, the onboarding process for new members has become at least 20% faster, further streamlining productivity.

Beyond efficiency, Genius is also redefining how members interact with the gym floor. Instead of falling into the routine of using a single piece of equipment —  such as hopping on a treadmill for thirty minutes and then leaving —  members are being exposed to various workout modalities as their training plans evolve, including strength machines, free weights, cardio equipment, and more.

“The members who only stick to one routine are the most likely to churn,” Milkie explains. “Genius ensures they explore different areas of the gym, which we know creates stickiness.”

And last, Milkie points to differentiation as a significant benefit.

“Integrating AI-driven personalization in this way allows gyms to deliver cutting-edge fitness experiences that members can’t get at the competitor down the street.”

How Genius Stands Apart

One of Genius’s greatest strengths is its flexibility – it seamlessly integrates into various health and fitness club models.

• For staffed gyms, it acts as a powerful tool for trainers, enhancing efficiency and providing a structured baseline training plan that evolves as members evolve.
• For low- or no-staff facilities, it guides members through optimized workouts even when no trainer is present, creating a huge value-add for members.  

“It’s all about putting the member at the center of their fitness experience,” Milkie says. “Genius adapts to what the member needs.”

Unlike many fitness tech solutions, EGYM Genius is an operator-focused solution that enhances the in-gym experience.

“Our mission at EGYM is to help operators deliver the best version of their brand,” Milkie explains. “We aren’t here to pull members outside the gym; we’re here to make their gym experience smarter, more engaging, and results-driven.”

Beyond that, Genius caters to a broad fitness spectrum. Whether it’s beginners seeking guidance or experienced athletes looking for structured progression, the platform provides an intelligent, evolving fitness partner.

When asked how EGYM Genius fits into the future of connected fitness, Milkie says it’s poised to be the central hub that ties it all together.

“We’ve been very purposeful in building an open ecosystem,” Milkie says. “This allows us to seamlessly integrate with wearables, cardio machines, and strength equipment – even turning traditional equipment into smart, data-driven tools.”

For instance, if a beginner were told to begin a workout with dumbbell curls, he or she would likely not know how many reps to do, what weight to use or even what the correct form is.

Genius uses data to recommend ideal weight and rep counts, and even provides video tutorials to show the user exactly how each exercise is done. “It bridges the gap between traditional gym equipment and cutting-edge digital fitness,” says Milkie.

In the end, EGYM Genius is more than just AI-driven programming —  it’s a revolution in how fitness is delivered and experienced. With its ability to personalize, adapt, and integrate across gym operations, it sets a new benchmark for engagement, retention, and efficiency.

“This isn’t just an incremental improvement —  it’s a fundamental shift in how fitness is approached at the gym level,” Milkie concludes. “We’re not just keeping members coming back —  we’re redefining what a gym experience can be.”

The post A New Era in Fitness: How EGYM Genius is Creating a Paradigm Shift Using AI appeared first on Athletech News.

There’s no shortage of work that falls onto fitness franchisees, especially those overseeing more than 10 locations. Between managing employees, equipment, training, compliance and more, it’s an understatement to say these operators have a lot on their plates. 

But Woven, the all-in-one platform for multi-location fitness businesses, gives these operators a dish-sized utensil, helping them to pick everything up in one swift motion. 

“Once you open your doors, you have to hire employees, run a consistent operation, deliver a brand experience, manage equipment and the facility, etc. — the bulk of this falls on the franchisee,” explained Matt Goebel, Founder & CEO of Woven. “The operator is left to cobble together multiple solutions and this creates inefficiencies, which ultimately slows down the growth and profitability of the franchisee and franchisor.”

“Woven consolidates all of that,” Goebel continued. “We are a single platform, with one log-in, that helps franchisees manage their people, day-to-day operations, facility and equipment maintenance, and so much more, all in one place.”

Answering the Call for Unification

The fitness franchise industry has evolved, and Woven is here to support that positive transformation. While expansion is still something franchisors seek, it’s no longer the end-all-be-all. In recent years, the IFA (International Franchise Association) prompted franchise brands to develop a more responsible approach to franchising, focused more on sustainability. 

“There’s been enough government activism over the last decade to shake the industry awake to the increasing trend of franchisors not supporting their franchisees,” said Goebel. “The IFA’s recent focus on responsible franchising and franchisee success marks a key moment for the industry and Woven is proud to contribute to this renewed emphasis on sustainable growth for franchisees.”

While Woven admits it doesn’t have the flashiest role in this franchising revolution, it’s a role of the utmost importance and one the company is eager to play. 

“Woven plays a fundamental role in franchising, addressing the crucial, often behind-the-scenes needs of franchisees and franchisors — ensuring they have the tools to deliver excellence daily,” said Goebel. “Once the doors are open, direct franchisor support naturally decreases and the day-to-day operational challenges are often managed solely by the franchisee. Our goal is to bridge that gap, providing a system that empowers ongoing franchisor-franchisee support and drives consistency in the brand experience.”

This is of particular importance to note as Woven is built for scaling enterprise-level businesses, often working directly with the franchisor or large multi-location franchisees.

“As Woven works with franchisors to unify operations, we enable a new level of brand consistency and compliance — preserving and enhancing the customer experience,” Goebel continued. “If every franchisee is implementing their own solution to an issue, that starts giving a different brand experience to every customer that walks in the door, which fundamentally starts to erode the value of a franchise system. When franchisees are all operating and rowing different size boats in different directions, it doesn’t work.” 

By helping franchisors consolidate all their operations into one consistent platform, Woven turns that clutter of vessels into an organized armada, which is of increased importance to fitness franchisors interested in responsibly scaling their brand. 

“We’ve literally built for this moment,” said Goebel. “We’re excited to be having these conversations now, where more franchisors are starting to understand that value. We’re helping franchisors standardize their operations, and then implementing it all the way down to day-to-day franchisee operations.”

Work with Perspire

Perspire Sauna Studio represents just one of these forward-thinking franchise brands that has partnered with Woven. The two companies crossed paths multiple times over the past few years as industry standouts but agreed to a partnership roughly 6 months ago when Perspire Sauna Studio came to Woven looking for help with scaling.

Woven got to work fast, taking in all of Perspire’s training content for employees and revamping it to make sure it was fresh, refined and easy to digest. The Woven team then onboarded franchisees onto the platform, starting with the top and working their way through the entire Perspire network.

“Perspire’s team was excited about Woven. We addressed challenges even franchisees hadn’t fully identified, enabling a smoother, more effective experience,” said Trent Gladis, Woven’s Director of Customer Success. “We’ve worked closely with the corporate team to build a solid plan and recently rolled it out to all of their franchisees with great success.”

Scheduling, labor management and communication are additional areas in which Woven has helped Perspire Sauna Studio make significant strides. This was accomplished through the platform’s scheduling feature, location audit feature, and communications suite, which supports both brand announcements and a modern team chat experience. 

One of Woven’s most valued features by Perspire is the platform’s ability to track engagement with educational content for employees across all locations. 

“The big thing that the Perspire team likes is that they can look across all their locations at the engagement and see people actually completing the courses,” said Gladis. “They can see the whole network’s performance at a glance. They’ve become big fans of that.”

Woven’s team looks forward to a long-term partnership with Perspire, driving hundreds of thousands of dollars in managerial savings every year like they have for similar concepts like Sun Tan City, Planet Fitness, Massage Heights and more.

Separation From the Pack

While building and maintaining an innovative product remains paramount for Woven, the company also understands the value of a diligent and sharp team working behind the scenes to keep things running — and customers happy. 

Woven’s entire team is made up of individuals who formerly worked in fitness or multi-unit franchising. This hands-on experience gives them a natural and unparalleled feel for what Woven customers need. 

“We speak the same language as these operators,” said Gladis. “We purposely recruit people from the verticals we serve, particularly gym and fitness, so that we can empathize with our customers’ needs, not just provide lip service.”

This expertise, along with the company’s collective commitment to customer success, and a particular emphasis on gym and fitness operations, makes Woven a top solution for scaling fitness franchise brands. 

“While many tech companies focus heavily on marketing and sales, at Woven, we prioritize meaningful support,” said Goebel. “Our team of industry insiders is dedicated to going above and beyond to ensure customer success. Others may sell this beautiful vision of what could be, even if they can’t do it, then they get a signature and just disappear. There’s no human on the other end to help you achieve the value you’re seeking.” 

“We’re the opposite,” Goebel continued. “We’re partnered to help you achieve the full value sought. That means customization. It means additional training. It means the customer success team going above and beyond to help our customers achieve their goals. Honestly, that’s our secret sauce that a lot of others either can’t or won’t invest in.”

The results have proven this to be a wise pursuit for Woven. The company celebrates a 99% customer retention rate over the last five years. Goebel also added Woven has never lost a fitness customer who uses its maintenance suite “all because of the people.” They are looking forward to continuing to support franchisee success and responsible fitness franchising in 2025.

This article originally appeared in ATN’s Fitness & Wellness Franchise Outlook Report, which explores the essential questions that can help determine if a franchise aligns with your personal and professional aspirations. Download the free report.

The post Woven Ushering in a New Age of Franchising, Headlined by Franchisee Support appeared first on Athletech News.

The three break down the importance of structure while scaling and doing more than just being an “off the shelf” solution. Topics such as correct artificial intelligence (AI) application, prioritizing the member experience and the American market’s unique demands are all covered as well in this compelling converastion.

Watch the full interview for expert commentary on the following:

• The differences between expanding into the U.S. and elsewhere
• The human element increasing in value around tech
• Using technology strategically rather than as a crutch

Key Talking Points:

• (0:00 – 1:59) Introductions
• (1:59 – 3:59) Hapana’s New Progress
• (3:59 – 7:02) Big and small obstacles when expanding into the U.S.
• (7:02 – 9:57) First steps to take before expanding
• (9:57 – 16:18) Inside the Hapana and Fitstop partnership
• (16:18 – 20:52) AI’s usefulness and limits
• (20:52 – 24:33) Future outlook for Hapana and Fitstop
• (24:33 – 24:41) Wrap up

The post Fireside Chat: Jarron Aizen, Founder and CEO of Hapana & Peter Hull, Founder and Managing Partner at Fitstop on Helping Brands Expand Globally appeared first on Athletech News.

Even with more and more consumers finding their way into trendy, boutique studios rather than warehouse-sized buildings glistening with household names, big-box gyms still carry the upper hand when it comes to the fitness industry. From the jump, they wield the real estate, reach and resources most boutiques strive to one day attain. 

Be that as it may, this handicap doesn’t leave boutiques at a total, irreversible disadvantage. As long as brands establish a creative approach to space and training solutions with help from BeaverFit, a leading fitness equipment design, manufacturing and distribution company, they can come out on top, no matter how steep the climb is.

“Our focus is really on listening to the needs and challenges from our customers, and working with them, to provide them with unique or bespoke solutions that bridge those gaps,” said Nick Vay, BeaverFit VP of Commercial Sales. “Whether it be functionality, design/aesthetic, space efficiency, or all the above, our goal isn’t to sell you something off the shelf, but rather help build something that didn’t exist before.”

Use What You Pay For

Real estate might be one of the most common purchases fitness operators will make and not get a full return on their investment with — and it’s often entirely their fault. While some gyms identify free space on a gym floor as its own amenity, those areas are often still underused and fail to foster concrete engagement and retention. 

Working with BeaverFit, MADabolic took things in another direction, creating custom bay units that save studios 500 to 750 square feet for additional activities. Doing so allowed MADabolic to use its gym floor area to the max without congesting the space or compromising the member experience.

Establishing advantages like this is crucial to success in today’s day and age with real estate, labor, expertise, goods and materials all rising in cost, MADabolic argues. 

“Operational capacity has never been more critical,” said Brandon Cullen, Co-Founder and Chief Concept Officer at MADabolic. “This is why partners like BeaverFit are invaluable. Their entire mission is to deliver customized solutions that address the cost-per-square-foot equation.”

Storage and Transitions

While utilizing versatile and efficient machines represents a solid place to start when it comes to optimizing space, that’s only half the battle. What to do with your equipment when it’s not in use matters equally, if not more. 

It’s rare to have a member clock into a gym, use one piece of equipment and then go on their merry way. More often than not, they bounce around, transitioning from one activity to another. Making that process seamless and smooth goes a long way in terms of member satisfaction. 

“It all has an impact on the overall member experience and how well your workout will be perceived,” said Matt Wright, Chief Growth Officer at EYS of the little things during workout transitions. 

EYS set out to accomplish this with BeaverFit by crafting their own custom bay units that allowed swift boxing bag replacements or removals. Working with heavy bags once required a tiresome set-up process where users needed to hang bags up or take them down before partaking in different training segments. So, BeaverFit built a sliding trawler arm into the center of the station, allowing bags to slide in and out of place as easily as a coat on a rack. 

Doing so opened the floodgates for more exercise opportunities, time and variation with minimal effort. 

“In the boutique fitness space, intentionality and flexibility are everything,” said Vay. “So by creating solutions that make it improve these, while simultaneously improving efficiency, members can transition between exercises without leaving their space, and the studios can continue to evolve their programming to meet the needs of their members. This makes it easier for members, the trainers who are leading these classes, and ultimately, the studios, who continue to focus on maximizing the member experience.”

BeaverFit also lent a helping hand to Spenga as it launched a smaller footprint design by 1,000 square feet. Spenga, whose workouts combine spin, strength and yoga, found itself in a tough spot after its former manufacturer stopped producing the version of its “strength pod” used widely across its studios. BeaverFit saved the day by crafting a series of new strength pods which include a variety of new solutions such as side hooks, which pull accessories out of the way when not in use to save space. 

“Spenga came to us with some pretty specific, but unique challenges,” said Vay. “At the time, nothing like that existed in the market, so we were able to sit down with their leadership team and develop exactly what they needed, rather than try to sell something off the shelf.”

“Our collaboration with the BeaverFit team enabled us to customize efficient strength storage solutions that enhanced this transformation,” said Roger McGreal, Co-Founder, Spenga. “The smaller footprint presents significant cost savings while maintaining the incredible workout experience our members have come to love.”

Think Differently 

At the core of all these initiatives lies a willingness to think outside the box. Cookie-cutter solutions will at best keep you afloat, whereas customization and tailor-made products will keep you paddling forward. The latter is necessary to survive for any boutique charting out into the fitness industry’s unpredictable waters.

No matter the business or its goal, BeaverFit prides itself on its ability to work closely with clients to understand their ambitions and consequently bring them within reach. 

“That’s the big difference for us: we build differently,” said CJ Kostranchuk, Director of Key Accounts at BeaverFit. “No other company is able to sit down with a customer, listen to their needs, and potentially start from scratch to create something. And I think that’s really where this industry is heading – toward being able to do things differently.”

The post BeaverFit Gives Boutiques the Tools to Compete with Anyone appeared first on Athletech News.