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

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

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

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

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For years, fitness and wellness professionals have relied on a combination of movement, behavior change, nutrition and recovery strategies to help clients reach their health and performance goals. But one area of science, despite its growing body of research, has remained largely untapped in fitness programming: the microbiome. 

This complex ecosystem of trillions of bacteria and other microorganisms plays a crucial role in everything from metabolism and immunity to mental health and physical recovery. Yet for most gym owners, trainers and wellness professionals, the microbiome remains an abstract concept rather than a practical tool.

Jona, a company specializing in AI-driven microbiome analysis, is working to bridge that gap by turning gut health insights into actionable strategies. Through artificial intelligence (AI), the company deciphers microbiome patterns and cross-references them with thousands of scientific studies, offering a new way for fitness professionals to personalize training, recovery and nutrition programs.

“The microbiome is one of the most complex and dynamic systems in the body and, until now, it’s been incredibly difficult to interpret,” says Leo Grady, PhD, founder and CEO of Jona. “With AI, we’re able to bridge the gap between scientific discovery and real-world application, making microbiome insights truly actionable.”

The ability to analyze an individual’s microbiome offers fitness professionals a new layer of insight into client health. When the microbiome is balanced, metabolism functions efficiently, helping to prevent weight gain and blood sugar imbalances. A client struggling with low energy and slow recovery times may have an imbalance in their gut bacteria affecting metabolic efficiency or inflammation levels. 

Another client or member dealing with brain fog or mood instability may be experiencing disruptions in the gut-brain axis. Even factors like hormone regulation and skin health have been linked to the microbiome, meaning trainers working with clients through menopause or those focused on longevity may find value in these insights.

A Competitive Advantage for Wellness Providers?

Jona’s approach goes beyond simply identifying bacteria in the gut. By creating a “digital twin” of an individual’s microbiome, the company’s AI platform can simulate how different lifestyle changes — such as dietary shifts, supplementation or adjustments in workout intensity — might impact a person’s overall health and recovery.

This predictive capability allows trainers, health coaches and recovery specialists to move away from a trial-and-error “dart board” approach and instead make data-driven decisions tailored to each person’s custom, biological needs.

For fitness businesses looking to stand out, microbiome testing presents an opportunity to add a profit center and expand beyond traditional services. Gyms and personal training studios, for example, could integrate gut health analysis into personalized coaching programs and training plans. Wellness and recovery centers could use microbiome insights to tailor strategies for stress management, sleep optimization or even skin health. Specialized women’s fitness programs, such as those supporting prenatal and postnatal health, could incorporate microbiome analysis to better understand how gut bacteria influence hormonal balance.

As the industry marches toward personalization, microbiome testing could feasibly become as standard as wearable technology and biometric assessments. While not a replacement for foundational fitness principles or the right education and certification, gut health insights offer a new tool for refining training programs. With AI making complex microbiome data more interpretable, fitness professionals can explore a more individualized approach to helping clients reach their goals.

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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Chopped salad and smoothie franchise Salad House is partnering with Jersey Sports Group (JSG), a boutique sports marketing and talent representation agency, to promote healthy eating and launch a meal delivery initiative that will provide meals to 100 athletes each month in underprivileged communities, camps, clinics and other sporting events.

As part of the partnership, Salad House will also serve as the official healthy eating partner for all JSG-hosted athlete events.

“Salad House is redefining what it means to eat well on the go, delivering fresh, high-quality food that resonates with health-conscious consumers,” JSG CEO Eddie Nicastro said. “Their rapidly growing brand aligns perfectly with the values we promote in sports. Together, we have an incredible opportunity to expand Salad House’s footprint in the region, bringing healthy eating to the forefront of the athletic experience and positively impacting our communities.”

The Salad House brand will further expand its presence in the sports community through strategic partnerships, athlete endorsements and exclusive activations, with JSG acting as its official sports marketing agency of record.

“Partnering with Jersey Sports Group gives us a unique chance to bring our mission of healthy eating directly to athletes and sports communities,” Salad House founder and CEO Joey Cioffi said. “We’re dedicated to fueling their passion, performance and well-being, and together, we’ll make nutritious choices an integral part of the sports culture here in Jersey and beyond.”

Salad House is suitable for several dietary preferences, including those who are vegan, vegetarian, paleo, keto or gluten-free. In addition to salads and smoothies, the healthy eating franchise offers sandwiches, wraps, soups and appetizers. 

Last year, the healthier-for-you franchise opened six new locations—including its first outside New Jersey in Brooklyn—and signed multiple franchise agreements, including a Virginia expansion deal for up to 10 new locations. Same-store sales rose 9.7% year-over-year, highlighting growing consumer demand for healthy dining options. New territories are also in the works for Pennsylvania, Connecticut, Long Island, Maryland and Florida, according to QSR.

Heating eating and initiatives are catching on. Earlier this month, Common Threads, a national nonprofit dedicated to promoting health and wellness through cooking and nutrition education, entered a multi-year partnership with the Anahata Foundation to advance the “Food is Medicine” movement and expand access to nutritious food in underserved communities in Los Angeles and New York City.

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Life Time is kicking off a free, expert-led 30-day program dubbed Ultimate Protein Reset in tandem with National Protein Day on February 27 and ahead of National Nutrition Month in March.

The program, which launches March 3, will be available on Life Time’s app, where challenge participants can access the luxury athletic country club operator’s dietitian team for nutrition advice, weekly live education sessions, meal ideas, shopping lists and motivation.

Life Time’s complimentary offering builds on LTH, its new line of supplements and wellness products that it launched on the heels of a survey that revealed that 71% of adults feel overwhelmed by supplement options or confused by labeling. 

Part of the LTH line includes D.TOX, a 14-day nutritional program focused on whole foods that encourages building healthier habits, as well as daily multivitamins and greens capsules, LTH Build Whey+All-In-One and LTH Fuel Vegan+All-In-One with 30 grams of protein, LTH Whey Protein, LTH Vital Vegan Protein and LTH Flex Whey Protein Isolate (each with 20 grams of protein), LTH Prime Collagen Powder and LTH Rewind Collagen Elixir. 

“The Ultimate Protein Reset is designed to take the guesswork out of protein intake and help people fuel their bodies effectively,” senior director of LTH Supplements at Life Time and registered dietitian Anika Christ said. “Protein is an essential macronutrient for muscle recovery, aiding metabolism and promoting satiety. Many people struggle to consume enough of it daily, and there are now safe, effective and great tasting options to achieve this.”

At a time when freebies are hard to come by, Life Time has noticeably ramped up its complimentary offerings to expand its reach. The high-end lifestyle operator is wrapping up a four-week Everyday Well Challenge on its app that was open to all.

As for Life Time members, the high-end operator is adding cold plunges to more than 70 of its clubs by summer.

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

Life Time is set to report its Q4 and full-year 2024 earnings on February 27.

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Celsius Holdings has struck a deal to acquire energy drink brand Alani Nutrition, maker of Alani Nu beverages, for $1.65 billion comprised of cash and stock.

Alani Nu, co-founded in 2018 by entrepreneur and fitness influencer Katy Schneider, offers protein shakes and bars, gummy snacks, “Balance Capsules” and pre-workout powders in flavors such as Cosmic Stardust, Galaxy Lemonade and Hawaiian Shaved Ice.

“Celsius is at a defining moment in the better-for-you, functional lifestyle products movement, and we are thrilled to welcome Alani Nu to the Celsius family,” Celsius CEO and chairman John Fieldly said. “We have deep respect for the strong community of supporters and fans Alani Nu has developed and the authentic brand and partnerships they have formed. Together, we expect to broaden the availability of Alani Nu’s functional products to help more people achieve their wellness goals with great-tasting, functional product options at more moments throughout their lives.”

Celsius just released its Q4 and full-year 2024 financial results, reporting $1.36 billion in revenue and a 22% year-over-year increase in retail sales, driven by growing demand for functional, better-for-you products.

“As Alani Nu enters this next chapter with Celsius, I have full confidence that they are the best partner to enhance Alani Nu’s growth and success while staying true to what makes it so special,” Schneider said. “I’m incredibly proud of everything we’ve built and beyond grateful for this amazing community who made it all possible. I’m thrilled for Alani to reach new heights.”

While Alani Nu has the female consumer demographic on lock, the energy drink wars may soon begin to brew as Anheuser-Busch, 1st Phorm and UFC CEO Dana White are set to launch an energy drink line this summer.

Prebiotic Soda Gains Momentum

Another area to watch in the beverage space? The rebranding of soda.

And for anyone who thought healthier-for-you beverages and snacks are passing trend, industry titan Coca Cola is even on board, announcing this week that it’s jumping on the prebiotic soda train with Simply Pop, a line of fruit-forward beverages comprised of prebiotic fiber, Vitamin C and Zinc. The new product is slated to hit shelves later this month in select regions and online via Amazon Fresh.

Simply Pop will go head-to-head with functional soda brand Olipop, which recently secured a $50 million investment from J.P. Morgan Private Capital’s Growth Equity Partners, bringing its valuation to $1.85 billion. Meanwhile, prebiotic soda brand Poppi recently invested ad dollars for a Super Bowl LIX spot and Slice soda brand (which was acquired by cold-pressed juice brand Suja) is currently undergoing a healthy makeover.

On the retailer front, Target is doubling down on wellness this year as it stocks its shelves with more than 2,000 nutrition, personal care, and better-for-you food and functional beverage options—including Celsius and Alani Nu products.

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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.

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Good news for those who use continuous glucose monitors (CGMs): Cronometer has just announced an integration where app users can sync their CGM data to measure and optimize glucose levels throughout the day.

The nutrition and health tracking app, founded in 2005, has long been revered for its macro and micronutrient tracking, particularly within the Keto community.

“By combining CGMs with Cronometer’s robust food tracking and detailed nutrition insights, we are providing our users with a comprehensive, data-driven tool that empowers them to take control of their health,” Cronometer CEO Aaron Davidson said. “This integration not only benefits individuals managing diabetes but also supports those looking to optimize their health, prevent chronic conditions, or simply live a healthier, more energized life.”

Cronometer’s new feature gives users instant feedback on how their body is responding to certain foods and activities, and it syncs with the app’s food tracking, providing insight into how a meal may affect glucose levels. Cronometer also offers custom, time-stamped charts so users can discover how specific nutrients, stress levels and even sleep performance can impact their glucose levels.

“Integrating CGM data into Cronometer’s platform is a game-changer for users looking to optimize their health,” Davidson continued. “This new feature offers individuals a full picture of their health by combining blood glucose data with nutrition tracking in one powerful, easy-to-use app.”

In other CGM-related news, CGM device leader Dexcom made a $75 million strategic investment in wearable ring maker Oura last fall, with plans to integrate Dexcom’s glucose data with vital signs, sleep, stress, heart health and activity metrics from the Oura Ring.

It’s an area Oura members are excited about, as CEO Tom Hale noted that the majority of Oura members (97%) expressed interest in understanding how food choices impact their health. 

More recently, Bevel launched an AI-powered nutrition tracking feature on its app, where users can integrate data from their blood glucose monitors. The New York-based startup also received an influx of fresh capital from investors General Catalyst and South Park Commons.

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Hims & Hers has acquired Trybe Labs (also known as Sigmund NJ LLC), a New Jersey-based at-home lab testing facility—a move that expands the health and wellness platform’s offerings to include at-home blood draws and supports its plans to enter new areas, including low testosterone treatment and perimenopausal and menopausal support.

The service uses blood lancets instead of traditional needles, allowing members to test for various health metrics, including hormone levels, cardiac risk, stress markers, cholesterol, liver and thyroid function and prostate health. Based on the results, Hims & Hers healthcare providers create personalized treatment plans encompassing nutrition, lifestyle changes, supplements and medication recommendations.

The at-home testing is expected to roll out to Hims & Hers customers over the next year.

“The healthcare that customers expect and deserve today is on-demand care with treatments designed specifically for them,” Hims & Hers chief medical officer Dr. Patrick Carroll said. “This next generation of healthcare is what we’re building at Hims & Hers by providing the best information and set of options to each customer that comes to our platform so they can access precisely the care that is best for them.”

Hims & Hers plans to use de-identified lab data to enhance its artificial intelligence capabilities, particularly MedMatch, which was launched in 2023. The system uses artificial intelligence and machine learning to help healthcare providers determine optimal treatment plans and dosages for each patient. 

“Access to richer data allows us to deepen the insights that providers can use on our platform to guide their clinical decisions for each individual patient,” Dr. Carroll said. “At-home lab testing is one more exciting step towards elevating the personal, comprehensive care customers in this country should expect.”

Earlier this month, Hims & Hers also announced two new programs: the Hims & Hers Health Collective and the Hims & Hers Community Member Council. The Collective, an application-based program, gives customers a chance to connect and support one another and comes with the perk of being among the first to learn about new products. The Council serves as an exclusive group of 15 hand-selected Hims & Hers members who will help influence the platform’s future and its products, services and experiences.

“At Hims & Hers, we’re successful when our customers are,” chief commercial officer Mike Chi said. “The long-term success and well-being of each individual customer is at the center of everything we do. By partnering with and listening to our customers’ needs, we are able to make even better improvements to their experience and care. We are not just changing how healthcare works—we are helping to build a system that truly serves the people it was meant to help.”

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Virtual nutrition coaching platform Dietitian Live is deepening its partnership with 24 Hour Fitness following a pilot program in 2024, where over 250 members across 30 locations benefited from dietitian guidance, reporting sustainable goal setting and improved eating habits,

Now, the program will grow to more than 250 locations this year, so 24 Hour Fitness members can access virtual sessions with registered dietitians to receive personalized nutrition strategies that support their wellness goals.

The sessions will come at little to no cost for members who use their health insurance, according to the brands.

“At 24 Hour Fitness, we are committed to providing our members with the tools and support they need to achieve happy, healthy lives,” said Jen Hofeling, senior director of retail. “Partnering with Dietitian Live allows us to offer a truly comprehensive approach to health, ensuring that nutrition and fitness work hand-in-hand for optimal well-being.”

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Common Threads, a national nonprofit focused on health and wellness through cooking and nutrition education, has forged a multi-year partnership with the Anahata Foundation to advance the “Food is Medicine” movement and support underserved communities in Los Angeles and New York City.

The collaboration comes amid an alarming backdrop where the prevalence of obesity among U.S. children and adolescents was 19.7% from 2017 to 2020, according to the Centers for Disease Control and Prevention, which also found that obesity prevalence increases as family income decreases.

A key focus of the partnership will be two initiatives: the Common Threads‘ Kitchen Clinic and Chef-Led Small Bites.

The Kitchen Clinic, designed for high school students, provides hands-on culinary education while promoting nutrition and wellness, helping students understand how food can prevent and manage chronic conditions.

Chef-Led Small Bites, aimed at elementary and middle schools as well as community spaces, brings professional chefs into the fold through interactive sessions that make learning about healthy eating engaging and fun.

“At Common Threads, we believe the kitchen is a classroom — a space where we learn to transform our health, fight disease, and thrive through the power of food,” Common Threads CEO and co-founder Linda Novick O’Keefe said. “Partnering with the Anahata Foundation allows us to deepen our impact in LA and NYC by addressing the root causes of chronic disease and health disparities. Together, we’re empowering young people to rewrite the narrative for their families and communities, one recipe at a time.”

Common Threads also offers a digital component, has partnered with more than 2,200 schools, and has provided over five million meals through its initiatives.

Above all, the two programs and this new partnership lay the foundation for promoting generational health—a core mission of Mark Bertolini, founder of the Anahata Foundation.

“Partnering with Common Threads aligns perfectly with the Anahata Foundation’s mission of holistic health and healing,” Bertolini said. “We’re thrilled to support programs that not only educate but also inspire, helping young people and their families see food as a gateway to wellness.”

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Functional soda brand Olipop—which has revitalized the soda category with drinks touting prebiotics, plant fiber, botanical extracts and minimal sugar—has secured a $50 million investment from J.P. Morgan Private Capital’s Growth Equity Partners, bringing its valuation to $1.85 billion.

The raise will support Olipop’s product development, marketing efforts and distribution channels as the “better-for-you” beverage brand ramps up its retail presence.

Olipop also plans to add to its classic flavor line-up, which currently includes Vintage Cola, Classic Root Beer, Classic Grape and Cream Soda. Other flavors offered are Doctor Goodwin, Cherry Vanilla, Banana Cream, Watermelon Lime, Peaches & Cream, Cherry Cola, Ridge Rush, Strawberry Vanilla, Orange Squeeze and more.

Last year, Olipop scored the title of official functional beverage of the LA Clippers & Intuit Dome. 

“It’s staggering and thrilling to have achieved a $1.85 billion valuation after just five to six short years in market; a testament to the innovation breakthroughs and momentum we have demonstrated as the founders of the modern soda category,” Olipop CEO, co-founder and formulator Ben Goodwin said. “It’s an honor to work with J.P. Morgan Private Capital’s Growth Equity Partners on this next phase of our adventure as we expand our reach across the U.S. and advance our mission of getting healthier soda to as many consumers as possible.”

Goodwin co-founded Olipop alongside David Lester in 2018. Since its launch, the brand has attracted a slew of celebrity investors, including Mindy Kaling and Priyanka Chopra and ClassPass founder Payal Kadakia Pujji.

Christopher Dawe, managing partner of J.P. Morgan Growth Equity Partners, noted that Olipop is one of the fastest-growing beverage companies to reach this scale as it redefines the beverage category with a premium alternative that today’s health-conscious consumer appreciates.

Dawe will join the company’s board of directors as part of the transaction while former Coca-Cola exec Mel Landis has been appointed Olipop’s president.

‘The brand’s authenticity, mission-driven team and enormous market opportunity resonated with us,” Dawe said. “We look forward to supporting Olipop through its next phase of growth.”

While the beverage market is crowded with energy drinks, the functional and prebiotic soda space remains relatively small—for now. Olipop competitor Poppi recently invested ad dollars for a prime-time spot during Super Bowl LIX, and last year, Slice soda brand was acquired by Suja to give it a healthier overhaul by adding pro, pre and post-biotics. Culture Pop Soda, another healthier soda alternative with live probiotics, also scored a $21 million investment in 2024.

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MyFitnessPal has acquired Intent, a personalized meal-planning app, that will enable the nutrition and food tracking app to offer personalized meal planning to its members. 

“Figuring out what to eat to support your health goals may feel overwhelming, especially without the time or experience to plan ahead,” MyFitnessPal CEO Mike Fisher said. “This is why learning how to create balanced, healthy meals is so important—particularly for those just beginning their health journeys.“

Fisher added that by integrating Intent’s technology, MyFitnessPal will offer tasty, budget-friendly meal options tailored to unique dietary preferences while also attracting new users.

MyFitnessPal users can expect personalized meal plans spanning several nutrition goals, streamlined meal logging, automated grocery lists and ingredient ordering. It will be available this spring via Premium+, MyFitnessPal’s premium membership ($99.99 per year). For now, a waitlist has been created to notify users when the new feature launches.

Intent’s co-founders Will Sun and Peter Zhang are joining MyFitnessPal as part of the deal.

“Intent’s mission has been to empower people to simplify their lives with customized meal plans that cater to their goals and preferences, and our acquisition and future integration with MyFitnessPal feels like a natural next step in our evolution,” Sun said. “This collaboration amplifies our mission, leveraging MyFitnessPal’s incredible platform to bring personalized meal planning to millions. Together, we’re creating a comprehensive approach to their health journey.”

On a broader scale, much like the fitness industry is experiencing ongoing consultation, the same can be said for fitness and wellness apps.

Last year, Outside Inc. acquired MapMyFitness, TrainingPeaks struck a deal to acquire Indievelo, a virtual cycling platform, and AI-powered performance training platform Volt Athletics acquired Zama Gealth in a mental health push. This year, GoSaga acquired online fitness and wellness community Tone It Up.

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Supplement and gummies brand Olly has Ashley Graham as its brand ambassador, where the model and entrepreneur will have a hand in Olly’s upcoming creative multichannel campaign launching this spring and share content related to her health and wellness journey. 

Signing ambassadors to fitness and wellness brands has provided a way for brands to stand out in a crowded space. Human performance wearable brand Whoop added Christiano Ronaldo (who is also an investor), Amazfit announced Hyrox world champions Meg Jacoby and Hunter McIntyre  joined its roster of international athletes and wellness tech brand recently named Philadelphia Eagles Super Bowl champ Cooper DeJean as a brand ambassador.

“I’ve been a fan of Olly since 2018, and it’s amazing to come full circle to partner again with a brand that has grown so much, similar to how my own life and family have grown,” Graham said. “I’ve always trusted their products, and it’s been so fun to introduce my family to them over the years. Sharing a realistic approach to all things work, motherhood, and wellness is my goal, which has made this partnership feel all the more natural.”

“Working with like-minded partners who are grounded in their values is very important to Olly, so we’re thrilled to welcome Ashley back in an even larger capacity as our brand ambassador,” Olly’s vice president of marketing, Renee Fuller, said. “Ashley has consistently been a voice for living an authentic lifestyle—prioritizing self-care, balanced nutrition, and a positive mindset—which perfectly complements how OLLY makes health and wellness approachable for everyone.”

Last fall, the San Francisco-based wellness company expanded its women’s line with Mellow Menopause, a hormone and estrogen-free supplement designed to support menopause and help manage symptoms.

“Menopause is a stage of life all women will experience, yet we’re offered very little education or support on the topic,” said Olly’s senior director of scientific affairs, Dr. Shikha Snigdha. “Our approach to developing Mellow Menopause was guided by a deep commitment to addressing the unique and varied symptoms women experience during menopause. The goal was to create an offering that provides comprehensive relief during the menopause transition, making this often-challenging phase of life a bit easier to navigate. We’re incredibly encouraged by the results from the product’s clinical study and know that this product will make a real impact on women.”

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CrossFit is welcoming PBfit as the official peanut butter of CrossFit Games, giving the peanut butter brand widespread visibility to a consumer base hungry for healthier food options.

The brand, owned by Utah-based BetterBody Foods, has made a name for itself due to its commitment to ingredient sourcing and its peanut butter powder, which offers a low-calorie alternative to one of America’s favorite foods.

PBfit will have sponsorship rights throughout the 2025 CrossFit Open and CrossFit Games Finals and will proudly adorn the “Official Partner of the CrossFit Games” badge to select products.

“CrossFit thrives on simplicity and integrity in pursuit of peak performance. PBfit’s clean, protein-rich nutrition exemplifies this ethos, delivering uncompromised quality through meticulous sourcing—fueling athletes to excel both in training and in life,” said Greg Schwartz, vice president of global partnerships. “We are excited for this new partnership with PBfit as it exemplifies exactly the types of companies we love to bring into the CrossFit ecosystem and community.”

The brand also has a new protein bar in the pipeline, which will launch next month and become the official protein bar of the CrossFit Games. The bar touts a macronutrient profile of 40% carbs, 30% protein and 30% fat.

“I’m a huge fan of CrossFit and everything it stands for,” BetterBody Foods and PBfit CEO and founder Stephen Richards said. “It promotes not just fitness but a holistic approach to health—combining nutrition, flexibility, cardiovascular, and strength training. PBfit and CrossFit are a perfect FIT, and I’m beyond excited to partner with this incredible community.”

PBfit is launching a CrossFit Games sweepstakes in conjunction with the 2025 CrossFit Open, where winners will receive a year’s supply of PBfit products, tickets to the 2025 CrossFit Games and several additional surprises. 

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ISI® Elite Training has announced a new partnership with Macrostax Team, a nutrition software platform that provides personalized, science-backed meal plans. The collaboration aims to enhance ISI Elite Training’s strength and conditioning model by integrating a structured nutritional approach, giving members access to tools that support both their training and dietary needs.

ISI Elite Training, known for its 50-minute, high-intensity sessions focused on functional strength and endurance, is expanding its offerings to include customized nutrition planning through Macrostax Team. The Macrostax platform provides macro-based meal plans tailored to individual goals, allowing users to track food intake, set fitness and nutrition targets and receive guidance on optimizing performance and recovery.

For members, this partnership offers access to a dashboard where coaches can monitor individual and group progress, particularly during nutrition challenges. The Macrostax app enables members to track their meals and macros while receiving ongoing support from their fitness community.

The partnership is launching with the IRON28 Challenge, a 28-day program designed to reinforce fitness habits through structured training and guided nutrition. As part of the challenge, participants will have access to Macrostax’s app to follow customized meal plans, track their progress, and engage with challenge groups for accountability and motivation.

While the IRON28 Challenge marks the first major initiative between the two companies, the partnership is intended to extend beyond a single program. ISI Elite Training and Macrostax Team plan to continue integrating training and nutrition to help members improve performance, recovery and overall health.

The collaboration reflects a broader industry trend of fitness brands incorporating digital tools and personalized nutrition to support members beyond the gym floor.

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Shed, a health and wellness brand centered on nutrition products, health coaching and weight loss medication, has a clear vision for the future of whey: Clear Protein Hydration.

An alternative to traditional protein shakes, which some find difficult to digest, Shed’s new Clear Protein Hydration line comes in three sugar-free flavors—Blue Razz, Peach Mango and Coconut Lime—offering hydration benefits along with 15 grams of protein per drink.

The product may also appeal to GLP-1 users looking to support appetite management and hydration.

Clear protein drinks have gained traction on TikTok, where young wellness consumers and influencers are swapping thick, creamy shakes for a lighter, more refreshing option.

According to a market research report from Grand View Research, the global clear whey protein market size is expected to expand at a compounded annual growth rate of 6.7% to 2030, fueled by health and fitness-minded consumers and the growing awareness of protein consumption.

Last year, several brands entered the clear game: Ascent Protein with Clear Whey Protein Isolate in two flavors: Pineapple Coconut and Orange Mango, each with 20 grams of protein, and as well as Gramms, a new clear whey isolate brand in fun flavors and single-serving packets for those on-the-go. 1Up Nutrition also sells clear protein isolate products in flavors such as Rocket Pop, Lemon Italian Ice (a best-seller), Peach Rings and more.

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