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

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

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

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

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

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

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

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

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

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

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

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

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Many fitness executives talk a good game about the importance of physical activity and healthy living. 

Cedric X. Bryant, PhD, FACSM, lives it.

Named president and CEO of the American Council on Exercise (ACE) last year, Bryant has held various leadership positions within the fitness education and certification provider since joining ACE in 2001. Before that, Bryant was an executive at StairMaster, and throughout his impressive academic career in the fields of physiology and exercise science, he’s authored more than 300 articles and co-authored or edited over 40 books

A fierce proponent of health equity and accessibility, Bryant sat down with Athletech News to discuss the link between exercise and chronic disease prevention, share how ACE is working to bring fitness and healthcare closer together, and give his thoughts on the rise of anti-obesity drugs like GLP-1s. 

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

Athletech News: Can you tell us about your background in academia and the fitness industry, and what prompted you to join ACE back in 2001?

Cedric X. Bryant: My career has really been split into thirds. The first third was the traditional academic route where I got my PhD in physiology, and then I went the teaching and research route at Penn State, West Point and Arizona State. I focused much of my work on the role of exercise and chronic disease prevention and management, exploring how physical activity could impact conditions like obesity, diabetes and cardiovascular disease, and looking at how we could use evidence-based approaches to improve overall health outcomes. I’ve always fashioned myself as a person who effectively bridges the gap between science and practice, who is able to take scientific information and present it in a manner where it’s very digestible to the professionals who are on the ground impacting lives.

The middle third I spent working in the for-profit world, heading up R&D for StairMaster, the exercise equipment company. That was a neat experience because it helped expose me to a different side of the industry. During that time, I became associated with ACE, serving on their scientific advisory board at the time, which evolved into me joining the organization back in 2001 as VP of science and education. That evolved into president and chief science officer, and I’m now president and CEO. I’ve been with ACE for almost 24 years now. 

ATN: How do you view ACE’s role within the fitness industry? 

CB: At a very high level, I see ACE as educating health and fitness professionals so they’re uniquely positioned to advance equity in physical activity and fitness by advocating for more accessible and science-based approaches. Being physically active offers so many important health benefits – and life benefits in general. I believe all people deserve to have those experiences made readily available to them. 

Because that’s such a large task, we’re big on collaboration and partnerships. No single entity can address the problems we’re trying to address as an industry in terms of physical inactivity and the associated issues with being obese and overweight. So we partner with our peer organizations, other health organizations, policymakers and communities to ensure that everyone, regardless of size, ability and background, has access to high-quality health and physical activity services. 

ATN: What have your early priorities been since taking over as ACE’s CEO?

CB: A lot of my early priorities have been an extension of what we’ve been doing as an organization. One is to expand our educational offerings, because I’m a big believer that life is about learning and growing. We want to make sure we’re always offering relevant content and topics so we can help professionals develop and grow throughout their careers. We’re looking at things like the anti-obesity medications and the role that exercise and fitness play with regard to individuals who might be using those to manage their weight. We’re looking at the smart utilization of AI to allow individuals to be more operationally efficient. We’re also looking at mental health and well-being from an educational perspective, and how can the health and fitness professional play an appropriate role while staying within the bounds of scope of practice.

In terms of the industry at large, I’m trying to make sure we play a thought leader role in helping to bridge the gap between fitness and healthcare. We want to strengthen the role that ACE plays, as well as the industry at large, in integrating health solutions and ensuring that exercise professionals are in a position to become viable members of what I call the optimal healthcare team. We also want to play a role in the whole public health sector in terms of increasing our presence in policy discussions around things like obesity, physical activity and health promotion. As an example of that, we’ve served on the National Academies of Sciences, Engineering and Medicine’s Roundtable on Obesity Solutions since 2014. 

ATN: What’s your take on the rise of anti-obesity drugs like GLP-1s? Will these medications be a positive or negative development for the fitness industry over the long term? 

CB: I think GLP-1s and (other) anti-obesity medications are going to play a positive role in helping individuals who have been impacted by obesity for quite some time but haven’t had success with traditional methods. 

However, I do think we need to be aware of and understand the fact that while those drugs can help people experience rapid weight loss, they’re not without some issues. It’s important that we as an industry understand what those are, and understand how we can play a role in helping to mitigate some of those issues, namely the impact of those medications on muscle mass, metabolism and exercise capacity. Even more importantly, a successful weight management intervention has to be sustainable. We know that unless individuals combine medications with the appropriate healthy lifestyle behavior changes, the results are likely not going to be sustainable. That’s where our industry can partner with healthcare to provide the appropriate supplemental exercise training.

ATN: So far, how would you assess the fitness industry’s collective response to the rise of GLP-1s?

CB: I’ll give you some positives and negatives. On the positive side, I’d say there’s a growing awareness, so more fitness professionals and organizations are recognizing the role of these anti-obesity meds in weight management. Because of that, there are new education efforts underway where some leading industry organizations are starting to offer training on how to support clients taking these medications. ACE has recently introduced continuing education courses along those lines. There are also some early positive signs of collaboration between fitness and medical professionals. 

On the downside, I think there needs to be a better understanding of these GLP-1 medications in terms of what they do and their potential side effects. I’d argue that because they’re relatively new, many fitness professionals lack sufficient knowledge of how these medications impact muscle mass, metabolism and exercise capacity. It’s (also) important that we avoid stigmatizing the folks who are taking these medications, because some fitness spaces still carry weight bias, if we’re honest.

But overall, I’m encouraged that there’s enough positive traction and movement. Better connecting fitness with healthcare is something the industry has been trying to do for decades. This just might be the gateway into that.

ATN: What’s one thing you’d most like to see change in the fitness industry?

CB: I’d say it’s (more) true collaboration. In my humble opinion, it’d be wise for all of us to recognize that we share a common foe: physical inactivity and unhealthy lifestyle behaviors. It’s not each other, regardless of what our acronyms might be. We partner with our peer organizations like ACSM and we work with the Medical Fitness Association, the Academy of Nutrition and Dietetics and the National Council on Strength and Fitness, because we believe we can accomplish so many more meaningful things if we work together and look for those opportunities where we have a common interest and a common bond. It’s the old rising tide, if you will. 

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Aescape, a lifestyle robotics company pioneering AI-powered massage for recovery, has secured $83 million in a strategic funding round led by Valor Equity Partners. With this latest investment, Aescape’s total funding reaches $128 million to help with national expansion and operational growth. The round also saw continued investment from firm Alumni Ventures, as well as NBA Champion and All-Star Kevin Love.

Aescape first introduced its AI-powered automated massage technology in select Equinox locations across New York City. Equinox then extended its partnership with Aescape to 60 locations nationwide and is now the first fitness brand to integrate AI-driven massage technology at scale.

“Aescape immediately resonated with our members, offering a private, effective and highly personalized massage experience—on their time,” said James Gu, Sr. Director of Spa at Equinox. “This partnership reflects our commitment to providing the most advanced recovery solutions available and we’re excited to bring it to more locations across the country.”

Beyond Equinox, Aescape has secured partnerships with major hospitality and wellness leaders, including select locations of Four Seasons Hotels and Resorts, Marriott and Ritz-Carlton properties across North America. It also recently partnered with World Spa in Brooklyn, a luxury spa with Eastern European banyas, Finnish saunas and Moroccan hammams. The expansion comes as the $19 billion massage therapy industry faces a labor shortage, with over 29,000 unfilled therapist positions.

“Aescape has demonstrated remarkable growth in just six months since its launch,” said Jonathan Shulkin, Partner and Co-President at Valor Equity Partners. “Their AI-driven approach is unlocking new possibilities in data-informed, personalized care, driving revenue for partners while delivering precision-tailored experiences. Eric and his team are creating an entirely new category of robotics-powered wellness and we’re delighted to continue to support their expansion.”

Aescape has bolstered its leadership team with key hires from Apple and The Economist Group to support its rapid expansion. Kimberly Miller joined as Chief Marketing Officer, bringing over two decades of experience in scaling high-growth brands. Eswar Priyadarshan, formerly of Apple and Adobe, has been appointed Senior Vice President of Engineering.

Aescape has also introduced a new tiered B2B model, allowing small and medium-sized businesses to offer AI-powered massage experiences. The model includes Aescape Essential, for general wellness businesses and Aescape Lux, for high-end wellness centers and premium hospitality partners, with exclusive features and premium app customization.

“Our first six months focused on strategic partnerships and introducing fully autonomous robotic massage to consumers, driving high utilization and repeat usage rates,” said Eric Litman, Founder and CEO of Aescape. “Now, we’re doubling down on deepening relationships with existing partners, onboarding new ones and expanding our library of massage offerings as member needs evolve.”

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

2025 New York 5-Star Award Winners

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

5-Star Class Experience Award Winners

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

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

The post NYC’s Boutique Fitness Studios Are Getting Better, Data Shows appeared first on Athletech News.

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

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

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

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

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

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

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

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

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

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

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

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

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

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

The post Crunch Fitness Seals Agreement To Open 75 Gyms in India appeared first on Athletech News.

Global boutique fitness brand Barry’s has partnered with consumer loyalty and rewards program Bilt, which will provide several perks for Bilt members, such as complimentary shakes from Barry’s Fuel Bar after class and the ability to earn and redeem Bilt points for free Barry’s classes. 

The partnership kicks off today, so Bilt members can book one of Barry’s signature group fitness classes—like Run X Life, Ride X Life and Lift—on the Bilt app and begin earning incentives.

“Innovation is at the heart of our brand, and we’re always looking for new ways to enhance the experience for our clients,” Barry’s global co-CEO Joey Gonzalez said. “Our partnership with Bilt is a perfect example of that, offering Bilt Members the exciting opportunity to turn their rent payments into points that can be used for Barry’s classes. This collaboration will not only reward our clients but also help us expand our community in a whole new way.”

Beginning next month, Bilt members can access Rent Day classes at Barry’s NoHo and Brooklyn Heights studios to take advantage of complimentary classes on the first of every month via Bilt’s app. A broader Rent Day rollout for the rest of Barry’s nationwide studios will occur this spring.

“We couldn’t be more excited to welcome Barry’s as our latest fitness partner for Bilt Members,” Bilt CEO and founder Ankur Jain said. “We’re always listening to how our members want to be rewarded and teaming up with Barry’s was a natural fit as we continue to grow this offering.” According to Bilt’s website, other fitness partners include CorePower Yoga, SoulCycle, Y7 (a yoga brand recently acquired by FitLab), Pure Barre, Rumble Boxing, BFT, CycleBar and Yoga Six.

Earlier this year, Barry’s—which saw more than seven million visits in 2024 across its 89 global locations—secured a strategic investment from Princeton Equity Group, a firm focused on backing and scaling franchisors and multi-location businesses. The capital, Barry’s says, will fuel the expansion of its signature red-lit, full-body workout into new communities while supporting its growth and consolidation in the U.K. and Canadian markets.

The post Bilt Members Can Now Earn Free Barry’s Classes—Here’s How 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.

New research published this month in Nature Medicine suggests that a range of environmental factors have a greater influence than genetics when it comes to aging well and premature mortality.

Led by researchers from Oxford Population Health, the study analyzed data from nearly 500,000 individuals in the U.K. Biobank to examine the impact of 164 environmental factors and genetic risk scores for 22 major diseases on aging, age-related diseases and premature death.

“We mapped all of the environmental exposures (the “exposome”) influencing mortality and biological aging, and then compared the influence of the exposome vs. genetics in explaining aging and disease,” Dr. M. Austin Argentieri, lead author of the study at Oxford Population Health and Research Fellow at Massachusetts General Hospital, explained in a LinkedIn post. “While genetics certainly play a role, our study highlights that modifiable environmental factors explain far more of the variation in premature mortality than genes do.”

Argentieri then dove into the study’s key findings, such as that the exposome explains nearly 10x more variation in mortality risk than genetic predisposition and that smoking, socioeconomic factors, living conditions, physical activity, sleep, early life factors and psychological well-being were “among the strongest associations with mortality risk and biological aging.”

Of the 25 independent environmental factors identified, smoking, socioeconomic status, physical activity and living conditions had the most significant impact on mortality and biological aging. Smoking was linked to 21 diseases, while socioeconomic factors—such as household income, homeownership, and employment status—were associated with 19 diseases. Physical activity, meanwhile, was connected to 17 diseases.

The study also found that cancers like breast and prostate (as well as dementia) are more genetically driven, while heart, lung and liver diseases are more environmentally driven. 

Argentieri also noted that the association of early life factors—such as childhood body weight at ten years old and maternal smoking around birth—with mortality and biological aging measured 30-80 years later was “striking.”

Encouragingly, 23 of the factors identified are modifiable, according to the findings.

“This work underscores the urgent need for public health interventions that address the exposome—we show that tackling modifiable exposures and environmental risks could be one of our most powerful levers for longevity and healthspan,” Argentieri added.

And in an ever-changing environment, Professor Cornelia van Duijn, St. Cross Professor of Epidemiology at Oxford Population Health and senior author of the paper, says it’s critical that researchers continue to use all resources available to understand the impact of the environment over time.

“There are a lot of questions still to be answered related to diet, lifestyle and exposure to new pathogens (such as bird flu and COVID-19) and chemicals (think of pesticides and plastics), and the impact of environmental and genetic factors in different populations,” van Duijn said.

The post Study Finds Environment Trumps Genetics in Aging & Mortality appeared first on Athletech News.

Leading Crunch Fitness franchisee CR Fitness Holdings is gearing up for late fall when Crunch Dr. Phillips is set to become Orlando’s first Crunch featuring the gym brand’s new 3.0 design.

The high-value, low-priced fitness franchisor’s new 3.0 format is inspired by its milestone of reaching three million members and pulls from consumer insights. The refreshed layout features improved aesthetics with a redesigned front entry space, an expanded and enhanced HIIT Zone, additional functional training areas and an increased emphasis on strength training. It also includes improved personal training areas and a reinvented ‘Relax & Recover’ wellness studio. 

Crunch Dr. Phillips will be housed in a $5 million, 37,080-square-foot state-of-the-art fitness facility located at 7506 Dr. Phillips Blvd. and will feature a dedicated group fitness studio, a functional HIIT Zone training area with indoor turf, hot studio, Ride cycling classes, HydroMassage beds, tanning and a sauna.

Founding memberships are available at special rates beginning at $9.99 per month, with $0 enrollment fees. The first 500 members will receive a free t-shirt and discounts on small group and personal training.

“We are looking forward to bringing the exciting and inclusive Crunch workout experience to the community surrounding our newest location in Orlando,” CR Fitness Holdings CEO Tony Scrimale said. “With top-quality equipment, amazing group fitness classes and personal training, there is something for everyone at an unbeatable value.”

The group—which plans to hit the 100-club mark by 2026—currently has 74 locations across Florida, Georgia, North Carolina, Texas, and Tennessee and plans to expand into Arizona. 

The post Orlando To Become Home To Crunch Fitness’ 3.0 Gym This Fall appeared first on Athletech News.

Online searches for the Women’s National Basketball Association (WNBA) saw a 322% increase in 2024, according to a new report from Global Sports Properties 2025 – SportOnSocial, signaling several market opportunities for fitness, wellness, activewear and footwear brands.

The report was crafted by Redtorch, a research and creative agency, using Google Trends data. 

Key findings reveal how athlete influence drives engagement, such as basketball player Caitlin Clark’s impact on online interest. Women’s sports also attracted record-breaking sponsorships while emerging stars amplified fan engagement. Additionally, sports like padel and Ultimate Tennis Showdown showed significant growth in interest (+282% and +246% respectively), revealing opportunities for specialized performance gear brands. 

Notably, two Super Bowl LIX ads this month showcased female athleticism, including a call from NFL Flag 50 to make girls’ flag football a varsity sport in all 50 states and a spot from Nike featuring Clark, Jordan Chiles, Sha’Carri Richardson, A’ja Wilson and Sophia Wilson.

“The WNBA‘s position as the fastest-growing global sports property in online searches underscores the increasing momentum behind women’s sports and the expanding influence of its athletes,” Redtorch CEO Jonny Murch said. “This surge presents a tremendous opportunity for fitness and sporting goods brands to connect with a passionate and engaged fan base, particularly through apparel, footwear and athlete-driven partnerships that resonate with today’s consumers.”

Nutrition brands also have an opportunity—one that Optimum Nutrition has tapped into in its latest campaign that celebrates women athletes and features WNBA player Cameron Brink, soccer champion Ali Krieger, gold medal gymnast Laurie Hernandez and actress and musician Ryan Destiny.

“As fan interests evolve, it’s clear that dynamic, fast-paced sports and emerging talent are shaping the future of sports culture,” Murch added. “Brands that align with these shifting trends – whether through innovative product offerings, strategic sponsorships, or authentic athlete collaborations – will be best positioned to capture the energy of this new era in sports.”

In addition to the WNBA, League One Volleyball (LOVB), landed $100 million in new funding led by women-founded private equity firm Atwater Capital, representing enthusiasm for the women’s professional indoor volleyball league. Last year, LOVB doubled the size of its youth programs and expanded its program to 58 clubs and provided young athletes with nearly $750,000 in financial aid through the LOVB Foundation.

The post WNBA Searches Surge 322%, Signals Major Market Opportunities appeared first on Athletech News.

Social media virality can completely transform fitness businesses overnight, but gym owners and fitness professionals are discovering that “instant” or rapid success comes with its own set of challenges. While a viral workout trend or “transformation post” can lead to spikes in memberships and class bookings, it can also strain operations, resources and mental health.

Success stories, such as super viral fitness challenges on TikTok or a gym’s unique approach to training catching fire, have fueled a 27% year-over-year increase in searches for “how to go viral.” But as some gym and studio owners have learned, viral fame can be fleeting, and without the right preparation, the benefits may be short-lived.

The Temporary Boost of Virality

A viral moment can lead to a surge in interest, but it’s not always pure magic. International insurance company Hiscox  spoke to small business owners who experienced virality to share the experience, how they handled it and what they learned.

“Our TikTok video about a BBC career initiative went viral, leading to nearly 40,000 app downloads in a month,” said Samantha Hornsby, co-founder of ERIC. However, she quickly realized that many of these downloads were short-lived and the influx of new members was not sustainable. 

“A lot of people signed up just to try the class they saw online, but retention was tough,” Hornsby said.

Similarly, dance studio owner Nana Crawford saw a 118% spike in website traffic and a 30% increase in class sign-ups after a video of her business, Jiggle Fiit, went viral. But once the online attention faded, so did the new sign-ups.

While the attention and financial gain of a viral moment can be enticing, the pressure to sustain momentum can take a toll on fitness professionals’ mental well-being.

Crawford shared how the pressure to continuously post content was impacting her mental health.

“The pressure to maintain the attention took a toll. Ironically, once I started putting less pressure on myself, my videos continued to perform well,” she said.

Professional Advice

Psychotherapist Eloise Skinner advises business owners, including fitness professionals and gym operators, to stay grounded during periods of intense growth.

“Viral moments do subside, and calmer periods are likely to return. Get as much support as you can, both professionally and personally,” she suggested.

A sudden spike in demand can quickly overwhelm a solo fitness entrepreneur, leading to logistical nightmares – and potential customer dissatisfaction. To maintain quality service, some fitness businesses have adapted by hiring temporary front-desk staff, expanding class offerings and automating scheduling systems.

To help wannabe fit influencers who find themselves in the viral spotlight, Skinner offers key strategies:

Prioritize mental health: Skinner advises people to pace themselves, keep track of key feedback, and return to important comments later. “In the midst of a viral experience, things can easily get lost or overlooked,” she said.

Hire temporary staff to relieve the burden: Business expert David Horne suggests hiring temporary staff or freelancers to manage the influx of new customers. “Expanding the team provides immediate support, allowing the core team to stay focused without risking burnout,” he explained.

Focus on retention strategies: Horne stresses the importance of keeping customers engaged after the viral moment fades. 

“Offer special deals to maintain interest and analyze your metrics to understand new customer segments,” he said. Sending personalized emails to new customers can also help sustain engagement.

While preparing for viral success, fitness businesses must also consider protection.

“Having the right insurance in place, like liability coverage and equipment protection, can help safeguard your gym,” said Nick Thornhill, Direct and Partnerships Director at Hiscox. “These policies support you if workplace accidents or third-party claims arise, allowing you to focus on running your business with confidence.”

Going viral can be a sea change moment for fitness businesses, but without a measured strategy, it can also be a nightmare. By staying prepared, maintaining mental well-being and implementing specific strategies, gym owners can turn viral moments into long-term business growth rather than fleeting fame.

The post The Hidden Challenges of Viral Fitness Fame appeared first on Athletech News.

Unnecessary grunting. Not racking weights. Peacocking. Inconsiderate fitness influencers. Nothing ruins a workout faster than inconsiderate gym-goers, but what are the top 5 most irritating gym habits of 2025?

Nutrition Warehouse has the answers. The New Zealand supplement shop collected a year’s worth of feedback from gym-goers to discover their top complaints and teamed with fitness enthusiast and etiquette expert Jo Hayes to offer helpful advice on how to handle the most irritating of gym members.

The findings offer a guide for newcomers looking to master gym etiquette—and maybe even a much-needed nudge for seasoned members who may have strayed from gym decorum.

Without further ado, here are the top 5 most annoying gym habits:

#1 Bad Hygiene 

The top complaint among gym-goers? Poor hygiene and unsavory habits—like nose-picking, leaving towels and personal items in shared spaces, and failing to wipe down equipment after use.

“Doing our best to maintain good hygiene is essential for the physical health of all gym-goers,” fitness enthusiast and etiquette expert Jo Hayes says. “Ensure gym clothes and towels are clean (this means washing after every workout). Wipe down your face/skin/body with your towel during your workout, so you’re not putting drenched-with-sweat skin on gym equipment.”

She also advises that gym members use antiperspirant deodorant. 

“This should go without saying, but it must be said,” Hayes adds. “As per number one, no one wants to work out near a smelly person. Use body spray as appropriate, but make sure it’s not too overpowering. Make use of hand sanitizers stationed throughout the gym and wipe down gym equipment after use.”

#2 Slobs & Mess Monsters

Following poor hygiene are messy gym offenders who use equipment and leave it on the floor or in the wrong spot, turn the locker room into a pigsty, and spill drinks.

“A messy gym not only makes workouts more difficult with things not being where they should be, but it creates visual chaos for gym-goers – making the gym experience unpleasant,” Hayes says. 

She suggests approaching offenders kindly and calmly to explain how their behavior is impacting others. 

“Clear up your belongings, put gym equipment back after use, and if you see some things in places they shouldn’t be, it doesn’t hurt to put it back in its right spot regardless of who left it out,” Hayes advises. “Look out for each other. Most importantly, if you see a hazard, like water spills near a treadmill, alert the staff at the gym to clean up the spillage as this could be a potential hazard.”

Some gyms, like Dallas-based Recess Fitness, have a $50 re-rack policy which members appreciate, according to its owners.

#3 Being a Machine Hog

Another common complaint from gym-goers is those who park themselves on machines, doomscrolling, texting or take selfies while others are waiting to use the equipment.

“A person hogging machinery shows a supreme lack of self-awareness, courtesy and consideration for others,” Hayes says. “If there’s a queue for a piece of equipment, this is not the time to check your socials. Do your thing, and get moving. People hovering nearby or lining up near you, and giving you sour looks, should be a telltale sign that you’re hogging a machine. Be kind, calm and clear. Use your words. Don’t hover, huff and puff, and give them sour looks – communicate your needs in a nice way.”

As for the selfie kings and queens, some gyms are embracing fitness influencers, like North Carolina’s Core24, where it’s commonplace to find mindful gym-goers equipped with tripods and cameras. Colorado’s Revlutn Gym has taken a similar approach with a private room for filming content, three different lighting tones, four different mirror angles and a phone stand with ring lighting.

#4 Chatty Cathys & Talkative Toms

Some see the world as a stage…but the gym is not it. Coming in fourth on the list of most annoying gym habits are those who just won’t pipe down—whether they’re chatting loudly, singing or shouting.

“The gym is often time-out—’me-time’—for gym-goers,” Hayes points out. “They’ve had a long day at the office and just want to get pumping, running or cycling without people chattering loudly around them. Again, loud conversation, singing and generally impacting others with one’s behavior are supremely poor gym etiquette. It demonstrates a lack of courtesy, consideration and respect for others.”

For those seeking connection and eager to chat at the gym, Hayes suggests joining a group class or run club, where conversation is encouraged.

#5 Space Invaders, Exercise Interrupters & Smooth Talkers

Securing the #5 spot on the list of most annoying gym habits is a mix of disruptive behaviors—from those constantly in the way of your workout, to those who interrupt your routine without good reason and the Cardio Casanovettes or Dumbbell Don Juans who use the gym as their flirting ground.

“Being disruptive in the gym, showing a lack of courtesy and consideration for others, makes for an unpleasant experience for other gym-goers,” Hayes says. “It’s rude and demonstrates poor manners and a lack of awareness of appropriate gym etiquette. I like to remind clients that most people are not intentionally being rude. They may simply be unaware, and communicating to them how their behavior is impacting those around them is the charitable thing to do, both for them, yourself, and others. Speak up. Communicate clearly. But, again, if you’re not comfortable speaking to someone about their behavior, speak to the gym staff and ask them to intervene.” 

In order to combat unwanted attention, some gyms, like Jersey Girls Fitness, cater exclusively to women.

The post Survey Reveals 5 Most Annoying Gym Habits of 2025 appeared first on Athletech News.

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Valentine’s Day gifts can be more than just chocolates and flowers—it’s also the perfect occasion to show your loved ones how much you care about their health. Whether you’re shopping for a fitness enthusiast, a wellness lover, or someone who simply enjoys cozy comforts, Athletech News rounded up the best gifts to help them feel their best. From high-performance sneakers and cutting-edge home workout gear to stress-relief tools and nourishing meal services, this guide highlights the best fitness and wellness gifts to make this Valentine’s Day extra special.

• 

  Veja Sneakers

  Veja sneakers are everywhere. The brand’s Campo Sneaker is made from leather and suede with Veja’s iconic “V.” Veja has also teamed up with Asphaltgold to create its V-90 design. With more time in the sun, the leather evolves from grayish tones to warm yellow tones, giving the shoe a chic, worn appearance. The sneakers are extra cushioned but lightweight, with enough ankle and heel support for real distances. Veja shoes are perfect for taking long walks and errands in style and even have an active collection for fitness.

• 

  Nike Strength Shield Curl Bar

  Nike Strength is perfect for building out your home gym, with a diverse range of products to tone and strengthen your body. The Nike Strength Shield Curl Bar is a perfect balance of style and performance, compatible with a wide range of plates so your loved one can level up their workouts as they gain strength. The bar comes in the iconic Nike orange, a pop of color in the typically monochrome fitness equipment world.

• 

  Lagree Apparel and Micro Reformer

  Lagree, a fitness method that combines Pilates, resistance training, and bodybuilding, is loved by A-listers like Kelsea Ballerini, Odell Beckham Jr., and Adriana Lima. For a Pilates lover in your life, Lagree offers both at-home reformers and brand-new apparel. For a big Valentine’s Day gift, the Micro also enhances home workouts, offering a full-body workout in a compact and transportable form. For buttery soft and high-quality apparel, the Skater Leggings are super comfortable yoga pants that pair perfectly with the Ice Breaker Bra and the Soul Train Long Sleeve.

• 

  LIV Method Personal Training Session

  A personal training session is a great way to revamp your loved one’s fitness routine, particularly if they have performance goals for the new year. If you live in New York City, the LIV Method is an ultra-personal training session with two locations: Midtown East and the Upper East Side.  The company also offers virtual sessions for those not located in New York City. One of the best personal training sessions we’ve tried, the Liv Method focuses on injury prevention and performance optimization through an assessment of the client’s strengths and weaknesses. Through strength exercises, cardio, and dynamic mobility movements, the Liv Method is focused on optimization for both the short and long term. The locations in New York City also have an infrared sauna, a steam room, and a cold plunge, with other lux amenities, like a beautiful locker room and bathrooms.

• 

  Bells of Steel Kettlebell

  Bells of Steel’s Competition Kettlebell comes in a pale pink color, a perfect Valentine’s Day gift for a loved one looking to strengthen and tone. The kettlebell has a smaller size and curvature, so it’s extra comfortable overhead during lifts. Its grip is also porous, absorbing chalk effectively for more comfortable high-rep workouts.

• 

  Hungryroot Grocery Delivery Service

  Is your loved one looking for a simpler way to eat healthier and more delicious food this year? Hungryroot is a customizable meal delivery service that sends you food for the week. The delivery includes recipes for breakfast, lunch, and dinner and snacks to keep you going throughout the week. From fresh produce to delicious, all-natural snacks, Hungryroot offers a variety to simplify your life. The addictive Peanut Butter Cup Cookie Dough is made from northern beans, peanut butter, brown sugar, and vegan chocolate chunks: a better-for-you treat.

• 

  Fabletics x Becky G

  Fabletics has partnered with Latina singer and actress Becky G on a new collection that launched this week—an homage to Southern California. The 19-piece collection includes a bomber jacket, pleated mini skirts, a cropped square neck tank, and wide-leg terrycloth pants. The Oasis Twist Medium Impact Sports Bra is supportive but fashionable, with a black and white design contrast.  

• 

  H2O Audio’s Tri 2 Multi-Sport

  For the triathlete in your life, H2O Audio’s Tri 2 Multi-Sport Series is the perfect accessory for pool or open-water swims. The headphones use bone conduction speakers that are designed for swimming, running, biking, and more, and stay put throughout even the toughest terrain. They’re 100% waterproof and have a built-in MP3 player to hold thousands of songs. Even when completely submerged, the headphones’ sound quality is clear and high-quality.

• 

  Sip Herbals Faux Joe

  For a cozy coffee alternative, Sip Herbals is made from organic ingredients like roasted chicory root, roasted carob, and roasted dandelion root. With flavors like Peppermint Mocha, Pumpkin Spice, and Signature Roast, Sip Herbals can scratch your loved one’s coffee craving without the side effects of jitters and crashes. It’s also perfect for a guilt-free post-dinner treat.

• 

  Moonbird

  To bring a little more zen to a loved one’s life, Moonbird is a handheld breathing coach to alleviate stress and improve sleep and recovery. As the Moonbird expands, inhale, and as it contracts, exhale. The device works with or without a phone, so your loved one can truly unplug if they want to. Best of all, Moonbird is small enough to fit in a purse or a pocket for breathwork on the go.

• 

  Brooklinen Dreamwave Waffle Robe

  Brooklinen’s lightweight robe is also absorbent, perfect for the sauna or for your loved one’s post-shower routine. Made from 100% Turkish Cotton, the robe’s proprietary weave doesn’t shrink and stays absorbent and soft through multiple washes. The robe also has an adjustable tie waist and side seam pockets.

The post The Best Fitness & Wellness Gifts for Valentine’s Day appeared first on Athletech News.

Peloton is building on Teams, a newer community feature that the connected fitness leader launched last September in its app.

What began as a way for members to create small groups of friends and family has now been expanded following widespread adoption. Since its fall launch, 70,000 teams have been created, according to Peloton.

In many ways, the connected fitness company is returning to its roots. In this month’s shareholder letter, Peloton reminded investors that its name comes from the pack of cyclists who ride closely together to reduce resistance—allowing them to go further, faster.

Utilizing member feedback, Peloton is now expanding the functionality of Teams, allowing them to host up to 50,000 members. Users can explore teams based on popularity, profile tags, featured community teams or by searching for a team name or description. The update also introduces new engagement opportunities, enabling users to celebrate team members’ milestones, leave comments and react with emojis. Additionally, team administrators have enhanced admin controls and can now set leaderboard goals, such as target distances for running, walking, cycling or rowing.

Peloton is leaning into the desires and experiences of its community of six million members, following a survey showing that nearly 70% of respondents found online communities or Teams with friends and family to be “relevant to achieving their fitness goals,” serving as a motivating tool that helps them stay accountable while competing in a fun environment. 

Along with community building, Peloton is also bullish on strength, having introduced Strength+ last December. The new app offers strength training programs featuring a custom workout generator and audio guidance.

On Peloton’s earnings call this month with investors, new Peloton president and CEO Peter Stern emphasized the vision the connected fitness brand has on meeting members wherever they are. Stern, an Apple Fitness+ co-founder, was appointed to his role late last October.

“There are lots of companies that make fitness equipment, dozens of fitness apps, countless trainers, but there is only one Peloton,” Stern said. “That’s because we combine the best hardware, the best software, and the best human coaches with the world’s most supportive community. That’s our magic formula. And when we get it right, we are unstoppable. Winning is about focusing on what matters most, improving outcomes for our members, meeting them in more places, and deepening the connections between them and Peloton, as well as with each other.”

The post Peloton Doubles Down on Community With New Teams Feature appeared first on Athletech News.

Sleep is becoming big business. From wearable tech to smart mattresses to luxury hotel offerings, companies of all sizes are entering the race to help people sleep better for longer, pushing the global sleep market to a projected $950 billion by 2032, per Emergen Research. 

The NBA is getting on board, too, choosing sleep wearable maker Somnee as part of its 2025 NBA Launchpad cohort, the basketball league’s “Shark Tank”-style program that puts a spotlight on emerging technologies. 

Founded by a team of neuroscientists including University of California, Berkeley, professor and social media personality Dr. Matt Walker, Somnee makes a sleep headband that uses EEG sensors to help people fall asleep faster, sleep longer and improve their sleep quality. 

In late 2023, the company hired former Fitbit chief marketing officer Tim Rosa as its CEO, counting on Rosa to build Somnee into the next big wearable brand. 

Rosa sat down with Athletech News to discuss Somnee’s new partnership with the NBA and how the brand is using wearable tech to revolutionize the way people around the world sleep.

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

Athletech News: Can you tell us about your background and why you decided to join Somnee in 2023? 

Tim Rosa: I started my career on the brand side and then got recruited over to Sega Sports and ESPN Video Games to run sports marketing. After we got acquired, I launched the 2K Sports brand. NBA 2K was my baby, and we grew it from under 7% market share to 100% market share in five years. From there, I ended up at Electronic Arts and EA Sports. I then joined a tiny startup called Fitbit. We grew Fitbit from the U.S. to 100 countries, selling around 140 million units during my 10 years there and doing the biggest IPO in history for a consumer electronics company. We ultimately sold to Google. 

I then took some time off, when I got a call from Vinod Khosla of Khosla Ventures and Dr Matt Walker – probably the most famous sleep scientist in the world – who’s the co-founder of Somnee. They called about a CEO opportunity. I actually struggled with adult insomnia – I was taking THC and CBD edibles to help me fall asleep, which I’ve since learned are bad. I said, “Look, I don’t know that much about (sleep science). But if this thing works, I’ll be open to it.” During my third Somnee session, I fell asleep with it on.

ATN: What have your early priorities been since taking over as Somnee’s CEO?

TR: I’m deeply passionate about consumer experiences. Our gen-one product is great, and the technology is amazing, but it looked like a bunch of engineers and scientists had assembled it for a “Star Trek” episode. It was scientists speaking to scientists. I said, let me relaunch the brand, because we have the opportunity to scale to general population consumers. We’ll be rolling out some new products this year. I can’t talk about it in too much detail yet, but it’ll be a game-changer for the category. 

ATN: At a high level, how does Somnee help people get better sleep?

TR: We’re like a sleep lab for the bedroom. We’re taking the technology that Dr. Matt Walker and our scientists use at UC Berkeley, and we’ve miniaturized it into a product that not only helps with sleep onset, but helps with sleep maintenance as well as overall quality. 

We use what we call EEG-plus, which essentially maps your brain, because every brain is different. What we’re trying to do is figure out each individual’s optimal state for sleep. That takes about 21 sessions because there are different stages: mapping, personalization and optimization (adaptive). By the end of that, we’re affecting your ability to fall asleep, your ability to stay asleep and your overall quality of sleep. So it’s a unique product, and pretty groundbreaking. 

ATN: What was it like to be selected as part of the NBA Launchpad program?

TR: I have an almost 20-year relationship with the NBA (dating back to Rosa’s time in video games). When I was at Fitbit, I brokered one of the very first jersey patch deals with the Minnesota Timberwolves. It was an awesome partnership and relationship. During that time, I met (NBA executive) Tom Ryan. He reached out to me a few months ago and said, “Hey, I love what you’re doing at Somnee. Would you be open to participating in this?”

But it wasn’t something they just gave us. We had to make a “Shark Tank”-like pitch in front of the chief medical officers and trainers for the NBA, G League and WNBA, along with executives and team representatives. It was really important to them that the science was there. Obviously, we have four of the most famous neuroscientists in the world who founded the company, so there’s a lot of respect that already comes with that. But (the NBA) looked at our clinical data and our product roadmap. They love the new products and how those are being positioned. We’ll now do a six-month pilot study with the NBA. Assuming all goes well – we’re confident the results will be good – Somnee will go to referees, coaches, training staff and players across the NBA, WNBA and G League.

ATN: What does partnering with the NBA mean for Somnee – and for the future of sleep science? 

TR: It’s a great validation for us. But the reality is that our mission goes beyond sports. We’re trying to affect sleep fitness at every level with everyone from athletes to shift workers to what we call performance-optimizers. So we’re going to go after much bigger population sizes than just elite athletes.

I also think it speaks to the importance and impact of sleep. Sleep is a superpower, as Matt says. It affects your mental health, general health and physical health. There’s a ton of research around sleep and athletic performance, so the league, agents and players are becoming wise to the importance of quality sleep.

There’s research showing that sleep can improve sprint times (by 4.3%) and shooting accuracy by almost 10%. Andre Iguodala during his championship season (in 2014-15) had a huge improvement – decreased turnovers, improved shooting accuracy and points per minute – when he went from sleeping less than seven hours a night to over eight hours a night.  A product like Somnee is great, especially for athletes in leagues like the NBA and MLB who travel between time zones, which throws off your circadian rhythm. 

ATN: Looking ahead, what’s your vision for the future of Somnee? 

TR: Rolling out the best products that the sleep category has ever seen – and consumers in general have ever seen – that actually help them achieve their goal of getting better sleep. I’m really excited about where we’re headed as a company; this is going to be the first of many products that we have in our roadmap. It kind of reminds me of when we started at Fitbit. Then, sitting was the new smoking. Now, not sleeping is the new smoking.

The post CEO Corner: Somnee’s Tim Rosa on Sleep Science, NBA Launchpad appeared first on Athletech News.

A new strength and functional training system has been unveiled by Escape Fitness, setting a new standard for fitness facilities looking to stand out amid the competition: Octagon Load.

There’s no better time, as survey after survey highlights the growing interest in strength training, putting gyms in a prime position to adapt. With Load, Escape Fitness delivers the ultimate trifecta: faster results, less equipment and a smaller footprint—leading to efficient strength training that drives revenue and boosts engagement.

The new equipment is currently being piloted at Gold’s Gym, California,  and The Waterfront Leisure Complex, Greenock, U.K., managed by Inverclyde Leisure.  

“Strength training is no longer the reserve of elite athletes or bodybuilders; it’s a cornerstone of fitness for people of all ages and abilities,” Escape Fitness USA CEO Matthew Januszek says. “After three years of research and conversations with leading operators, athletes and coaches, built on a lifetime of experience working in the fitness industry, Escape Fitness has created a pioneering circuit-based system for the general population that efficiently stimulates muscle.”

Designed and manufactured at its Escape Technologies facility in the U.K. and overseen by its team of specialist engineers, Load offers a new twist—combining the best of both worlds: the traditional plate-loaded concept and advanced variable resistance technology. The equipment features high-tensile resistance bands that provide continuous muscle engagement throughout movements, especially at the end range of motion. Escape Fitness points out that users also perform the movements in a standing position, activating the entire kinetic chain efficiently and safely. 

“The hypertrophy benefits are outstanding,” Januszek adds. “Contributions from the variable resistance training include optimized muscle engagement, consistent muscle activation and faster muscle fatigue, all help to break through performance plateaus by challenging muscles in new ways whilst also limiting the risk of injury. The fact that all movements are performed in a standing position means glutes, abs, quads and hamstrings are also engaged – optimizing training time and providing a full-body workout.” 

Load is also inclusive to fitness consumers of all levels and abilities, as its design supports multiple stance positions and grip adjustments, allowing users to target specific muscle groups. The system is equally mindful of those rehabbing an injury and is suitable for more mature fitness consumers with a variable resistance system allowing controlled load adjustments that minimize injury risks.

 For gym and health club operators, Load offers five stations—Lift, Drive, Row, Squat, and Press—each of which can function as a standalone unit or be connected, with options for integrated equipment storage. Weatherproofing is available for facilities with outdoor space, and frames can be customized to reflect brand identity.

“Working with one of the world’s most experienced and respected fitness educators, Tommy Matthews, we have developed a comprehensive suite of Load education materials available both in-person and digitally,” Januszek adds. “We are also developing content for our Mars digital training system, so users will be able to access digital content anytime to help them execute movements safely and effectively.  

The post Max Strength, Minimal Footprint: Escape Fitness Launches Load appeared first on Athletech News.