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

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

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

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

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

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

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

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

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

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

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

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

The post Cycle Syncing: No Muscle Boost, Just Spin, Study Finds appeared first on Athletech News.

It’s included in every fitness certification exam prep: mitochondria, and for good reason.

Mitochondrial DNA (mtDNA) plays a vital role in cellular energy production, and its stability is crucial for overall cell function. However, disruptions in the balance between mtDNA transcription and replication can lead to various diseases and contribute to the aging process.

A new study led by researchers in Japan has uncovered the role of mitochondrial transcription elongation factor (TEFM) in regulating this balance, offering potential insights for therapeutic advancements. For fitness professionals, understanding mitochondrial function at a deeper level can inform training strategies aimed at optimizing energy production, recovery and overall cellular health.

Published in Communications Biology on February 8, the researchers findings provide a deeper understanding of how mtDNA transcription and replication processes interact, which could have significant implications for health and disease management.

The Importance of mtDNA Regulation

Mitochondria serve as the powerhouse of the cell, generating energy through oxidative phosphorylation, a process that relies on the proper functioning of mtDNA. Unlike nuclear DNA, mtDNA is more vulnerable to mutations and instability, making its maintenance a critical area of study. Previous research has indicated that an imbalance in mtDNA transcription and replication can lead to mitochondrial dysfunction, a hallmark of numerous diseases and aging-related decline.

To investigate how TEFM influences mtDNA maintenance, the research team utilized genome editing techniques to create human cell cultures with TEFM knocked out. The study revealed that TEFM deficiency led to a significant reduction in mtDNA copy number, a decline in 7S DNA levels, and impaired strand-asynchronous replication intermediates — key indicators of mtDNA replication efficiency.

These findings suggest that TEFM plays a crucial role in regulating mtDNA replication, particularly at the heavy-strand origin of replication.

Interestingly, the absence of TEFM also triggered an increase in transcription initiation from the light-strand promoter, as evidenced by elevated levels of mitochondrial transfer RNA (tRNA Pro). However, despite this surge in transcription, the replication intermediates remained significantly reduced, indicating that TEFM is essential for maintaining the balance between these two processes.

Another significant discovery from the study was TEFM’s interaction with DNA polymerase γ (POLG), the primary enzyme responsible for mtDNA replication. This interaction suggests that TEFM not only facilitates transcription elongation but also has a direct impact on replication processes. Understanding this relationship could be key to future therapeutic strategies aimed at mitigating mtDNA-related disorders, such as mitochondrial myopathies, Leigh syndrome, MELAS syndrome, and Leber’s hereditary optic neuropathy.

Implications and Future Research

The study’s findings mark a significant advancement in mitochondrial biology, but many questions remain unanswered. Future research will aim to pinpoint the exact locations of TEFM and POLG interactions on mtDNA and further clarify their role in the overall replication mechanism.

“Our study addresses a fundamental question in mitochondrial gene expression regulation,” said Dr. Takehiro Yasukawa, associate professor at Juntendo University. “By deepening our understanding of TEFM’s role in maintaining transcription-replication balance, we hope to pave the way for new treatments targeting mtDNA-related diseases.”

Given the increasing interest in mitochondrial health within the fitness and wellness industries, this research could have long-term implications for strategies aimed at improving cellular function, longevity and disease prevention. As the scientific community continues to uncover the complexities of mtDNA regulation, the fitness and health sectors may soon benefit from these breakthroughs in ways that extend beyond traditional medical applications.

The post New Study Reveals Key Mitochondrial DNA Mechanism appeared first on Athletech News.

The fitness franchise industry is experiencing robust growth, driven by consumer preferences and innovative business models. As health consciousness rises and workout habits shift, the sector shows promising opportunities. Recent data reveals several key trends shaping the future of fitness franchising.

1. The number of franchise establishments in the U.S. grew by 2.2% in 2023, reaching 806,270 units, with a projected increase to 821,589 units in 2024. Americans spend an average of $286 per month on health and fitness-related activities and services (Franchise Clues).

2. According to IBISWorld, fitness franchises saw a 4.9% annualized revenue growth over the past five years, reaching $2.9 billion. Projections indicate that revenue could increase at a 5.4% annualized rate to $3.7 billion as we approach 2025, with demand driven by a growing base of gym-goers, especially among baby boomers and younger generations (Guidant Financial).

3. 73% of fitness franchises perform best in areas with median household incomes above $75,000 and population densities of at least 50,000 within a 5-mile radius (Franchise Times Market Analysis).

4. The global fitness industry is projected to reach $115.6 billion by 2026, growing at a compound annual growth rate (CAGR) of 7.3% (Sharpsheets).

5. About 89% of successful fitness franchises offer hybrid membership models combining in-person and digital services, up from 35% in 2019 (Fitness Industry Technology Council).

6. In 2023, the total revenue generated by the U.S. franchising industry was estimated at $858.5 billion, with a forecast of $893.9 billion for 2024, indicating a steady growth trajectory (Franchise Clues).

7. Recent fitness industry data shows a striking pattern in gym membership growth. While mid-range facilities charging $24-74 monthly saw modest success, the extremes of the market experienced the most dramatic expansion. According to the Health & Fitness Association, premium gyms ($75-99 monthly) enjoyed a robust 21% increase in memberships. Even more remarkable was the budget segment (under $25 monthly), which surged by 69%. Meanwhile, traditional mid-market health clubs posted a modest 2% growth.

8. Average profit margins for fitness franchises range between 16.5% to 22.8%, with premium boutique concepts achieving higher margins up to 30% (FranData Industry Analysis).

9. The average initial investment for a fitness franchise typically ranges between $250,000 and $500,000 depending on the brand, location, and size of the facility, with factors like franchise fees, leasehold improvements, equipment costs, and initial marketing expenses all contributing to the total amount needed to open a gym franchise (Franchise Business Review).

10. The average time to achieve positive ROI for fitness franchises is 2.3 years, with low-overhead models reaching profitability in as little as 18 months. (Entrepreneur Magazine’s Franchise 500).

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

The post Fitness Franchising by the Numbers: 10 Key Stats appeared first on Athletech News.

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.

If building muscle was as simple as sending electrical signals to your body, would you offer it to your members and clients?

A new meta-analysis suggests that adding neuromuscular electrical stimulation (NMES) to resistance training could enhance muscle growth and strength gains, offering an interesting glimpse into the potential future of performance training.

While NMES has long been used in rehabilitation and recovery settings, this new research published in the European Journal of Applied Physiology suggests its benefits may extend beyond therapy and into the gym. With fitness enthusiasts and athletes constantly looking for an edge, could NMES be the next evolution in strength training?

What is NMES?

Neuromuscular electrical stimulation (NMES), also known as electrical muscle stimulation (EMS), works by using electrical currents to trigger muscle contractions, mimicking the natural signals sent by the brain. While many associate NMES primarily with rehabilitation and recovery, the technology has a much deeper and more complex history — one that dates back centuries.

The foundation for electrical muscle stimulation can be traced back to Luigi Galvani in 1761, who was the first to provide scientific evidence that electrical currents could activate muscles. Throughout the 19th and 20th centuries, researchers continued to study and document the electrical properties that generate muscle movement, discovering that electrical stimulation could induce long-term physiological changes in muscle tissue.

In medicine, EMS is used in rehabilitation settings and within medical applications to prevent muscle atrophy, particularly in individuals suffering from neuromuscular imbalances, mobility restrictions, or prolonged inactivity due to injury or illness.

NMES has also been utilized to aid recovery after musculoskeletal injuries — including damage to bones, joints, ligaments, and tendons — and even as a tool for individuals with chronic conditions, such as cancer or chronic obstructive pulmonary disease (COPD), or post-stroke patients.

Despite its use in medical and therapeutic settings, NMES has largely remained on the sidelines of active strength training — until now.

Breaking Down the Study

Researchers at the University of Texas at El Paso conducted a meta-analysis, examining data from multiple studies that investigated NMES in combination with traditional resistance training. The review included more than a dozen studies and focused on individuals who performed weight training exercises — such as bench presses and squats —  while using NMES devices in comparison to those who did the same weight training routines without NMES.

The key takeaway? Participants who combined NMES with resistance training saw greater muscle growth and strength gains compared to those who trained without electrical stimulation.

Additional findings included:

• Training duration matters: Training periods for participants ranged from two to 16 weeks. Participants who trained with NMES for longer periods experienced more significant improvements in muscle mass and strength.
• How it works: NMES stimulates muscles to contract involuntarily, bypassing the brain’s traditional neural activation pathways and creating an additional stimulus on top of voluntary contractions.
• Potential implications: NMES could be particularly useful for individuals looking to break through plateaus or maximize gains in a shorter time frame.

Dr. Sudip Bajpeyi, lead researcher explains, “Under normal conditions, the brain activates muscles by sending signals through the nervous system. NMES mimics this process by delivering external electrical currents to the nerves, causing muscles to contract without direct input from the brain.”

Co-authors on the study are Gabriel Narvaez, a recently graduated master’s student in kinesiology, and Jehu N. Apaflo, a doctoral student in interdisciplinary health sciences.

Bajpeyi is the director of the Metabolic Nutrition and Exercise Research (MiNER) lab at UTEP, where his team studies how NMES or other interventions can improve physical and metabolic health.

Funded by the National Institute of Diabetes and Digestive and Kidney Diseases, part of the National Institutes of Health, Bajpeyi is currently investigating how NMES might help regulate blood glucose levels and reduce the risk for type 2 diabetes.

“NMES has great potential for improving metabolic health by building muscle mass, which can help the body process blood glucose more effectively,” he states.

The Future of Strength Training?

NMES is not a new technology, but its integration into active strength training poses some interesting implications. As wearable technology and AI-driven training platforms continue to make headway, is it possible that NMES could become a standard tool in personalized fitness programs? Could we see gyms incorporating electrically enhanced strength training zones? Will connected fitness devices integrate NMES into smart resistance training programs?

For now, these and other questions remain as research continues into NMES and its many possible real-world applications.

The post Can Neuromuscular Electrical Stimulation Impact Strength Training Gains? appeared first on Athletech News.

A new peer-reviewed study from the High Altitude Exercise Physiology Program at Western Colorado University has confirmed the physiological and health benefits of the 12-3-30 workout, a treadmill routine that gained widespread popularity on social media. 

Commissioned by the American Council on Exercise (ACE), the research provides empirical support for the workout’s impact on calorie burn, cardiovascular health and exercise adherence.

The 12-3-30 workout, which involves walking at a 12% incline on a treadmill at 3.0 miles per hour for 30 minutes, first gained traction in 2020 when social media influencers touted its effectiveness as a simple and sustainable fitness routine. The study validates these claims, showing that the workout is an accessible, efficient option.

Key Findings
The study’s results highlight several benefits of the 12-3-30 workout:

• Participants burned an average of 220 calories per session.
• The workout received high enjoyment ratings, with all participants agreeing that it left them feeling good — essential in maintaining exercise adherence.
• The intensity level, measured at an average of 47% of heart rate reserve, aligns with guidelines for improving cardiorespiratory fitness and reducing the risk of chronic diseases like heart disease and diabetes.

“The 12-3-30 workout is a simple yet effective way to achieve substantial health benefits,” said Lance Dalleck, PhD, lead researcher and professor at Western Colorado University. “Our findings confirm its place as a valuable tool for individuals looking to improve their fitness, whether they’re beginners or seeking a time-efficient routine.”

The findings reinforce the role of approachable, evidence-backed fitness solutions, according to Sabrena Jo, PhD, senior director of science and education at ACE. “This study shows that the 12-3-30 workout can be a practical and enjoyable way to incorporate walking into a physically active lifestyle,” she said.

There is substantial evidence that walking is an excellent exercise choice. Case in point: Recent research suggests that aiming for 8000 to 10,000 steps per day can substantially reduce the risk of CVD, diabetes, dementia and premature death.

The study highlights the workout’s potential as an effective, science-supported program for a wide variety of clients. With accessibility and enjoyment being high on the list, the routine promotes adherence and engagement, and it’s appealing for people who may be intimidated by more complex or high-intensity routines. Additionally, because it requires only a treadmill with incline capabilities, it can be easily integrated into personal training programs and group fitness sessions.

The post Science Confirms the 12-3-30 Workout’s Health Benefits appeared first on Athletech News.

As the global fitness industry continues to embrace inclusivity, a new Research and Markets report provides insights into the market for fitness platforms designed for individuals with disabilities.

Released on January 27, the report – Fitness Platforms for the Disabled Market by Type, Platform, Devices, and Region – forecasts remarkable growth in this segment, projecting an increase from $3.38 billion in 2024 to $30.78 billion by 2035 – with a compound annual growth rate (CAGR) of 22.24%.

This surge is seen to be driven by growing advocacy for inclusive fitness, government support, technological advancements in digital platforms and adaptive equipment, and a rising demand for remote and accessible fitness solutions.

The report provides a detailed analysis of 17 countries across North America, Europe, Asia-Pacific, Latin America, and the Middle East & Africa, outlining the key drivers and challenges shaping this evolving industry.

Key Market Trends: What’s Driving Growth?

Findings point to several factors that are fueling the expansion of fitness platforms for individuals with disabilities, including:

• Stronger Government and Institutional Support
  Awareness of the importance of fitness for individuals with disabilities is growing, driven by advocacy from non-profit organizations, healthcare providers and government initiatives. Efforts to emphasize the mental and physical health benefits of physical activity for disabled individuals are fueling demand for more accessible fitness platforms.
• Advancements in Digital Platforms and Adaptive Equipment
  The rise of AI-driven personal training, smart fitness wearables and adaptive fitness technology is making workouts more tailored and accessible than ever before. In fact, the wearable devices segment is predicted to grow at the fastest CAGR during the forecast period owing to its ability to provide continuous health and fitness monitoring, such as heart rate, steps, and activity levels, which is particularly beneficial for individuals with limited mobility or specialized health needs.
• Growing Demand for Remote and Virtual Fitness Solutions
  With the expansion of digital fitness, on-demand content, mobile apps and virtual coaching platforms, individuals with disabilities now have more flexible options to engage in fitness.

According to the report, North America is expected to hold the largest revenue share during the forecast period, driven by high awareness of adaptive fitness, a strong healthcare infrastructure, supportive government policies promoting inclusivity, and the presence of major fitness platform providers offering accessible solutions for individuals with disabilities.

“We are certainly seeing technology play a bigger role,” says Patrick Lawrence, chief programs officer for the Challenged Athletes Foundation, San Diego. “When it comes to major fitness platform providers and adaptive equipment, one segment we’ve seen big growth in is electric assist handcycles, which are very tech-reliant.”

Meanwhile, the Asia-Pacific region is projected to experience the CAGR, fueled by increasing awareness of disability-inclusive fitness, rising investments in healthcare technology, and expanding smartphone penetration. As accessibility initiatives gain traction across countries in the region, fitness platforms are becoming more widely available to a larger population.

What’s Leading the Charge?

By Type: Exercise & Weight Loss Platforms Lead the Market

In 2024, the exercise and weight loss segment led the global fitness platforms for the adaptive fitness market in revenue, driven by a growing emphasis on physical health, mobility improvement, and weight management among individuals with disabilities. Awareness campaigns and specialized fitness programs tailored to their needs further contributed to this growth.

By Platform: iOS Takes the Lead

From a platform perspective, iOS emerged as the top-grossing segment, largely due to the widespread adoption of Apple devices in developed markets. iOS platforms also offer advanced accessibility features that cater specifically to individuals with disabilities, making them a preferred choice for fitness solutions.

By Device: Smartphones Are the Primary Access Point

Among devices, smartphones emerged as the top-performing segment, thanks to their convenience, portability, and widespread availability. With high smartphone penetration, users can easily access fitness platforms anytime and anywhere, making mobile-based solutions the most practical and widely used option for individuals with disabilities.

With continued advancements in technology, increased advocacy and growing investment in adaptive fitness solutions, the fitness platforms market for individuals with disabilities is poised for sustained growth.

“The opportunity for continued and increased connectivity globally is a win,” says Lawrence. “The advent of social media made the world a smaller place and there is an increase in the idea that people with disabilities can have an active lifestyle. I think platforms that cater to individuals with disabilities have a promising future.”

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Do you know your customer? It’s a straightforward question with profound implications for fitness and wellness brands.

At the 2025 ATN CEO Summit in New York City, Sports Innovation Lab co-founder and CEO Josh Walker shared a bold message for fitness industry executives: they probably don’t, or at least not as well as they should. 

“I know more about your customers than you do,” Walker said during an eye-opening presentation “I do because my team focuses on this every day of the week. For the last seven years, we’ve been studying the consumer and what they spend their money on.”

An insights, analytics and data company that works with the biggest brands in sports, media and entertainment, Sports Innovation Lab tracks consumer spending patterns based on credit card data, with a database of over 200,000 customers who’ve spent over $220 million and made over 2.6 million purchases. 

“It may not be exhaustive, but it absolutely is indicative of a large portion of the market,” Walker said. 

The Case for Customer Spending Data 

Walker says customer spending data is critical information for fitness and wellness brands looking to implement an effective marketing strategy in 2025. 

“This is information that this industry needs, and it’s information that this industry wants,” he said. “If you’re doing any direct-to-consumer marketing today, you’re probably doing it in a way that predicts what a customer is doing based on what they search for and what they click on.” 

“That’s old school,” he added. “You want to do it on what they buy.”

Walker also noted that Sports Innovation Lab’s data can help brands unearth insights into their consumers, like determining whether or not they’ve switched to a competitor after canceling their subscription. 

“They stopped paying for your wearable? Did they start paying for another one, or did they just stop wearing the wearable?” he said. “Those are the things that our data can show that’s really, really compelling.”

A Deep Dive Into Boutique Fitness Consumers

Last year, Sports Innovation Lab partnered with Athletech News to create specialized data and insights for the fitness industry. Together, ATN and SIL will develop in-depth consumer profiles of fitness and health enthusiasts. Known as “fitness communities,” these profiles span four categories: Class Curators, Luxury Lifters, Gym Goers and Deal-Driven Fitness Fans. 

During his presentation, Walker shared some insights into the spending patterns of Class Curators, a group that tends to frequent boutique fitness brands like Orangetheory Fitness, Barry’s, F45 Training and others. 

“We know because they’re a class curator that they’re nine times more likely to wear (a fitness wearable)– a Whoop, an Oura, a Garmin, a Polar strap, whatever it is,” Walker noted. “We also know that they’re seven times more likely to go skiing .. and that they’re six times more likely to attend events” like concerts and sports games. 

Sports Innovation Lab’s customer spending data can also help brands understand membership trends over time. Walker shared data showing that consumers are spending around $2 million more per quarter on Club Pilates than they were a year and a half ago, growth that far outpaces industry averages for boutique fitness brands over the same period. 

Walker wanted to drive home one point in particular for CEOs and founders in the audience: they have access to more data than they might think.  

“Your consumer is somebody we can help you identify, and this data is accessible to (the industry),’ he said. “I’m not here to sell to you. I’m here to let you know that it’s available.”

Be on the lookout for more information on the ATN Innovation Summit, 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 Why Consumer Spending Data Is Key for Fitness Brands appeared first on Athletech News.

Understanding the unique needs of clients managing Type 2 Diabetes or pre-diabetes is essential for fostering an effective and empowering environment. Chronic conditions like diabetes bring unique challenges, and fitness professionals help support these clients on their health journeys. Drawing from L-Nutra Health’s Diabetes Etiquette Guide, Renee Fitton, MS, RD, Director of Education at L-Nutra, offered actionable insights for such fitness professional-client relationships.

Encouragement Over Criticism

For clients with diabetes, setbacks can sometimes feel magnified. Holidays, busy schedules, or even unexpected life events may disrupt routines. A positive approach can make all the difference.

“Instead of focusing on what went wrong, highlight what lies ahead,” Fitton told Athletech News. “Encourage clients to celebrate life’s moments while maintaining consistency in their routines. When setbacks happen, help them reset with achievable goals like adding a serving of non-starchy vegetables to their meals or committing to 30 minutes of activity per week. These small, manageable changes build confidence and momentum.”

Education and Collaboration

A foundational understanding of diabetes is critical for any fitness professional working with these clients. This includes learning the basics of how insulin functions, the impact of foods on blood sugar, and the importance of physical activity in diabetes management.

“Understanding the disease at a basic level allows fitness professionals to better relate to their clients and offer tailored guidance,” Fitton noted. “However, it’s equally important to know when to step back. Diabetes is a complex medical condition, and some decisions—especially around nutrition and treatment—should always be made with input from a healthcare professional.”

Fitton encouraged fitness professionals to build networks of registered dietitians and healthcare providers. “When you partner with trusted specialists, you ensure your clients receive the comprehensive care they need,” She said. “Referring clients to the right professionals demonstrates integrity and prioritizes their health, which ultimately strengthens their trust in you.”

Flexibility and Patience

Managing diabetes is not a linear process. Clients may experience fluctuations in energy, motivation, and health status, impacting their ability to stay consistent.

“Patience and adaptability are essential,” Fitton explained. “Your clients’ needs may vary week to week or even day to day. Adjust your approach to meet them where they are in their journey—whether that means modifying a workout or celebrating incremental progress, like sticking to a routine for a few weeks.”

This flexibility helps clients stay on track and reinforces a sense of trust and partnership between them and their fitness professionals.

Respecting Privacy

Respecting a client’s boundaries is crucial when discussing a sensitive health condition like diabetes. Fitton emphasized the importance of maintaining professionalism and confidentiality.

“Clients may or may not feel comfortable sharing details about their condition or treatment plan,” said Fitton. “Always allow them to lead the conversation and avoid asking intrusive questions. Creating a safe, nonjudgmental space lets clients decide what they want to share.”

Promoting a Holistic Approach

While food and blood sugar management is central to diabetes care, focusing solely on these areas can be overwhelming for clients. Focusing on the broader benefits of a healthy lifestyle can be beneficial.

“Exercise is a powerful tool for managing diabetes—not just physically, but mentally as well,” Fitton shared. “Help clients see the bigger picture by incorporating movement into their daily lives and promoting overall well-being. A balanced approach that includes mindfulness, stress management, and physical activity can make diabetes management feel less daunting.”

Empowering Clients for Long-Term Success

The role of a fitness professional goes beyond guiding workouts to building trust, fostering confidence, and supporting clients. The L-Nutra Health’s Diabetes Etiquette Guide can help fitness professionals better understand how to navigate sensitive conversations and provide guidance.

“Empathy, education, and collaboration are the cornerstones of effective support,” said Fitton. “By prioritizing these principles, fitness professionals can help their clients feel empowered to take control of their health and celebrate even the smallest victories.”

The post Supporting Clients with Diabetes: Best Practices for Fitness Professionals appeared first on Athletech News.

Fitness professionals may need to rethink how they guide clients toward optimal health as new research highlights the dangers of prolonged sitting. A study from the Broad Institute of MIT and Harvard has found that sitting for more than 10.6 hours daily increases the risk of heart failure and cardiovascular-related deaths — even for those meeting weekly exercise recommendations.

The findings, published in the Journal of the American College of Cardiology, challenge the notion that exercise alone can fully counteract the risks of a sedentary lifestyle. Fitness professionals now face the task of integrating solutions that address both activity levels and sedentary behavior into their programs.

The Risks of Sitting Too Long

Analyzing data from 89,530 participants with an average age of 62, researchers used fitness trackers to objectively measure sedentary time. Over an 8-year follow-up, the study revealed:

• Sitting for 10.6 hours or more daily was linked to a 40% higher risk of heart failure and a 54% increase in cardiovascular mortality, compared to those who sat less.
• Even those who exercised for 150 minutes or more per week faced 15% higher heart failure risks and 33% increased cardiovascular-related mortality if they spent 10.6 or more hours sitting.

Dr. Shaan Khurshid, cardiologist and lead researcher, emphasized, “Too much sitting or lying down can be harmful for heart health, even for those who are active. Future guidelines and public health efforts should stress the importance of cutting down on sedentary time.”

Solutions for Fitness Professionals

Fitness professionals and health coaches have an opportunity to bridge the gap between exercise and daily movement. The American Council on Exercise (ACE) suggests applying the F.I.T.T. principle—Frequency, Intensity, Time and Type — to help clients minimize sedentary time effectively.

1. Frequency
Encourage clients to take movement breaks every 30–60 minutes. Simple actions like standing, stretching, or short walks can disrupt long periods of inactivity.

2. Intensity
Advocate light to moderate activities during these breaks, such as walking around the room or performing desk exercises, to increase circulation and engagement.

3. Time
Recommend 5–10 minutes of movement per break, aiming for an additional 30 minutes of physical activity across the day beyond their workout routine.

4. Type
Incorporate variety to sustain interest—options like standing desks, walking meetings and guided stretching can keep clients motivated and moving.

Programs that consider both structured exercise and incidental movement are essential. Fitness professionals can help clients:

• Track their sitting time using wearable devices or apps.
• Set realistic goals for reducing sedentary periods.
• Integrate functional movements into daily routines to improve overall health.

A Holistic Approach to Wellness

This research provides a call to action for fit pros to expand their guidance. Educating clients about the cumulative impact of sitting, while offering practical solutions, can help them achieve better heart health and overall well-being.

By focusing on reducing sedentary time alongside regular exercise, the fitness industry can redefine what it means to lead a healthy, active lifestyle.

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It’s no secret that physical activity leads to a healthier, longer life. But for those over, or at least getting close to the hill, this is especially true, a new study suggests. 

Researchers working with the British Journal of Sports Medicine found that low physical activity (PA) is tied to increased mortality. The researchers used a predictive model based on device-measured PA risk estimates and a life-table model analysis to establish results. The life table used included 2019 United States population and 2017 mortality data. Participants were 40 years or older with PA levels based on data from the 2003-2006 National Health and Nutritional Examination Survey. 

The study discovered that if all individuals were as active as the top 25% of the population, Americans over the age of 40 could live an extra 5.3 years on average. Dr. Mary Njeri Wanjau, who worked on the project, called the five-year figure “whopping” while referring to it on social media. 

The trial also saw individuals in the lowest activity quartile experience the largest bump in lifetime per hour through PA as simple as walking. An additional hour of doing so could add roughly 6.3 hours of life expectancy, per the report. 

While notable, these findings follow what we’ve heard from the industry at large, specifically regarding older individuals. Another study earlier this year found that weight training can offer long-term health benefits for individuals of a “retirement age.” While 40 is a long way from senior citizenry, an additional study also found that HIIT may improve cognitive health for those aged 65 to 86. 

The British Journal of Sports Medicine also recently discovered a link between high cardiorespiratory fitness and reduced risk of Dementia. It published other findings this year from the University of Sydney explaining how a few minutes of vigorous, incidental PA a day can significantly reduce the risk of major cardiovascular events in middle-aged women who don’t engage in structured exercise.

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Fitness trends come and go, but search data can offer insight into how people prioritize health and wellness. Fitness search data from the past year demonstrates the rise of emerging movements and nostalgic favorites, along with the fall of some former fitness fads.

Athletech News breaks down the fitness trends that saw the biggest increases in Google search activity in 2024, according to data from PureGym’s annual fitness report.

Remote Personal Training Tops the Charts

Leading the pack as the fastest-growing fitness trend of 2024 is remote personal training, which saw a 414% increase in interest year-over-year. Once a necessity during the pandemic, virtual training has evolved into a preferred choice for many consumers.

Hyrox Grows in Awareness, Popularity

Another highlight of 2024 was the continued rise of Hyrox, a competitive fitness race that combines endurance and functional strength.

Hyrox had a 233% increase in searches year-on-year, likely due in part to international expansion. One in ten people planning to participate in a fitness-themed event in 2024 either entered or planned to enter a Hyrox event, according to PureGym data.

TikTok’s Influence: The ’30-30-30 Rule’

TikTok’s impact on health and fitness trends remains undeniable, with the “30-30-30 rule” emerging as a standout trend in 2024. Searches for this concept—which involves eating 30 grams of protein within 30 minutes of waking up, followed by 30 minutes of low-intensity exercise—spiked by 175%.

The rule’s resurgence is largely credited to TikTok personality and biologist/biohacker Gary Brecka, whose videos have brought renewed attention to this weight-loss strategy.

Back to Basics: Primal Fitness, ‘Quadrobics’ See Spikes

“Quadrobics,” a full-body workout inspired by animal movements, saw a 174% increase in searches. Primal fitness – which also includes movements like crawling, climbing, and balancing – has become popular for its focus on natural, functional movements. Many fitness enthusiasts are drawn to these workouts for their ability to improve overall body awareness, coordination, and core strength.

Nostalgia Returns With Step Aerobics, Rollerblading

Retro fitness trends made a major comeback in 2024, with step aerobics (+124%) and rollerblading (+123%) ranking among the top searches. Step aerobics, in particular, has found new life through creative choreography and integration into high-energy group classes. Rollerblading has also become a popular way to combine cardio and outdoor fun.

Other Trending Searches

Other notable fitness searches in 2024 included:

• Stroller Fitness (+127%): This trend caters to parents looking to stay active while spending quality time with their little ones.
• Functional Fitness (+124%): The versatile training style continues to attract a dedicated following.
• Hiking (+122%): The activity increased in popularity as people sought ways to stay fit and connect with nature.

Fitness Fads Lose Ground

Wall Pilates, which involves using a wall for extra resistance, experienced a 55% decline in searches as the year progressed. Similarly, TikTok-driven trends like soft hiking, a more relaxed approach to the activity (-56%), and 12-3-30, a popular treadmill activity that involves walking at an inclination of 12% at 3 miles per hour for 30 minutes (-55%), saw significant drops in interest.

Data for this article was sourced from PureGym’s annual UK Fitness Report, which ranked 2024 trends based on percentage increase in Google searches between July – September 2023 and July – September 2024.

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As fitness facilities increasingly focus on overall well-being, designing gyms and studios with mental health in mind is becoming a popular option. 

In 2024, 43% of U.S. adults reported feeling more anxious than the previous year, a significant increase from 37% in 2023 and 32% in 2022 (American Psychiatric Association). The primary sources of anxiety include current events, economic concerns and safety issues, highlighting the increasing importance of mental health support across different settings, including fitness spaces where wellness is a growing focus (National Institute of Mental Health). 

This data reinforces the value of gyms creating environments that prioritize mental wellness through design and recovery services, meeting the needs of an anxious population seeking holistic health solutions. Creating a calming, wellness-centric environment can help reduce stress and promote emotional well-being, alongside physical fitness. 

The following strategies represent a small sampling of the approaches being implemented:

1. Mindful Design Elements

Gyms are incorporating softer lighting, natural materials, and plant-filled spaces to create environments that support relaxation and mindfulness (Virtuagym, Mindbody). 

According to wellness industry insights, meditation and mindfulness spaces in gyms are becoming essential as people seek a balanced approach to fitness. Classes like yoga, tai chi, and meditation are now integrated into gym offerings, making mental well-being a priority for members (Core Health & Fitness). 

Color psychology is also playing an increasingly important role in gym design, where specific hues are chosen to create tailored environments. Calming shades like soft blues, greens and earth tones are often used in recovery and meditation areas because they promote a sense of tranquility and help gym-goers unwind. These colors are associated with feelings of balance and renewal, making them ideal for relaxation space (Advantage Sport & Fitness) (Cole Don Media).

In contrast, high-energy areas frequently feature vibrant shades like reds and oranges, which are known for their stimulating and energizing effects. These colors boost motivation and help gym users stay engaged during intense workouts.

Acoustic design is equally important. Sound-absorbing materials and white noise systems create quiet zones amidst the otherwise busy and noisy gym environment. These elements, alongside thoughtful color choices, aim to offer a more holistic and mentally restorative experience (Iron House Design)

2. Recovery & Regeneration Zones

Gyms are dedicating more space to recovery areas, recognizing that mental recovery is as crucial as physical recovery. Features such as nap pods, infrared saunas, and cryotherapy are becoming popular. These tools help reduce anxiety and stress while promoting better sleep and cognitive function (Virtuagym, Silver Oak Health).

In addition to high-tech tools like nap pods and cryotherapy, many recovery zones now feature dedicated spaces for mindfulness practices, such as meditation or breathing exercises. The integration of technology such as guided meditation apps or biofeedback devices is also becoming popular, helping gym-goers better manage stress and improve their mental well-being. Recovery areas are designed not only for physical muscle repair but also for mental rejuvenation, further integrating wellness into the fitness experience.

3. Digital Mental Health Platforms

Digital platforms and mental health apps are also playing a role in mental wellness by offering guided meditation sessions, mindfulness practices and even AI-driven therapy tools (Silver Oak Health). Many gyms are now integrating these digital solutions, allowing members to engage with mental fitness content both inside and outside the gym.

Many fitness facilities are also integrating personalized digital platforms that offer tailored mental wellness programs, including mood tracking, stress assessments and individualized meditation recommendations. These platforms often include social features, allowing users to connect with others for shared support.

By integrating mental health into gym design, recovery services, and digital wellness tools, fitness facilities can deliver a comprehensive, well-rounded approach to health. This holistic strategy not only supports physical fitness but also caters to the growing demand for mental wellness, making these spaces more appealing to today’s health-conscious consumers.

This article originally appeared in ATN’s Gym of the Future Report, which explores the technology, equipment and sustainable practices driving a new era of personalized fitness and wellness experiences. Download the free report.

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Now, more than ever, personal trainers and fitness coaches are presented with significant opportunities to expand their business — especially with a new year quickly approaching.

We’ve seen the stats: Gen Z loves group fitness, millennials adore personal training and older people are active but less likely to hit the gym. But in 2025, trainers and coaches (either seasoned or just starting out) need to adapt to new trends and more, according to a new report from TrueCoach, which analyzed data from TrueCoach users and surveyed coaches on its platform.

Here are some key takeaways from the personal trainer software platform’s 2025 Personal Trainer Trends and Strategies report:

With Pilates, group fitness and HIIT projected to be three of the most popular fitness modalities in 2025, integrating these workout formats into training services can offer significant rewards, according to TrueCoach.

Similarly, leveraging peak booking times—found to be 6:00 a.m., 8:30 a.m., 9:30 a.m., 12:00 p.m. and 5:30 p.m.—can prove to be an ideal window for targeting promotions or incentivizing clients to book a session.

And while trainers and coaches may want to focus on acquiring new clients in 2025, TrueCoach suggests that client retention should take priority in competitive markets, as it often leads to greater long-term engagement. 

For those looking to expand, incorporating new offerings like nutrition tracking or mindfulness coaching can provide added value. TrueCoach highlights its Habit-Tracking feature, which allows trainers to set personalized daily goals for clients in areas like movement, nutrition, hydration, recovery and sleep — health pillars that have become increasingly important to wellness-seeking consumers.

Additionally, building a sense of community can benefit trainers and coaches aiming to grow in 2025. As TrueCoach recommends, cultivating a sense of community can be achieved through group training sessions, private social media groups for clients or monthly challenges.

While the number of consumers booking personal trainers in 2025 remains uncertain for now, it’s reasonable to expect an increase given the growing emphasis on personalization and pivot towards health-supporting practices.

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High-intensity interval training (HIIT) may be poised for another breakthrough, while Pilates and strength training remain top-of-mind for fitness enthusiasts, according to a new report from smartwatch giant Garmin. 

Garmin has released its 2024 Garmin Connect Data Report, which reveals how Garmin users participated in health and fitness over the past year. The report offers some interesting insights – and perhaps a few surprises – for fitness operators and wellness enthusiasts.

Track running (+65%), HIIT (+56%) and Pilates (+42%) saw the highest year-over-year activity percentage increases, followed by e-bike riding (+38%) and indoor rock climbing (+31%).

Strength training also saw a healthy 25% year-over-year increase, which is unsurprising given the modality’s surge in popularity post-pandemic. 

Stairclimbing also saw a notable 25% increase, likely driven by the rise of glute training, especially among women. Breathwork logged a 19% year-over-year increase as fitness enthusiasts increasingly prioritize holistic wellness. 

Outdoor running (7%) and walking (6%) also saw modest year-over-year increases, showcasing the staying power of foundational fitness modalities. 

Pilates’ surge is notable, especially since Garmin users aren’t traditionally associated with the mind-body modality. One of the fastest-growing fitness modalities over the past few years, Pilates shows no signs of slowing down as franchise brands continue to expand and equipment makers release tech-forward spins on the modern Reformer experience. 

HIIT’s strong performance should bode well for large fitness operators like Barry’s and smaller boutiques alike, A recent report from Research and Markets projected high-intensity interval training to become the fastest-growing boutique fitness modality over the next five years, driven by its effectiveness for time-constrained exercisers. Studies like this one, meanwhile, have found that HIIT may reduce the risk of cognitive decline in seniors.

“This is the first study to our knowledge to identify that a HIIT paradigm for the healthy elderly is suitable and effective at significantly improving and retaining long-term hippocampal-dependent learning, for up to 5 years,” the study’s authors wrote.

Stepping to Better Health

Garmin’s 2024 report also offered insights into the general health and wellness patterns of people across the globe. 

The average Garmin user logged 8,317 steps per day in 2024, well above the worldwide average, which hovers around 5,000. Hong Kong users took the most steps on average, with 10,340, while Indonesians came in last, taking just 5,375 daily steps. 

Going Dutch? Netherlands Wins on Key Health Metrics

The Dutch have a reputation for leading a healthy lifestyle, which appears to be well-earned. Garmin users in the Netherlands had the highest average Body Battery level, a metric Garmin uses to measure personal energy levels based on factors like physical activity, stress, heart rate and sleep. 

The average Garmin user’s Body Battery level in the morning was 71, while those in the Netherlands had an average level of 74. Japan had the lowest average body batter level, coming in at just 66 in the morning. 

The Dutch also got the best sleep in 2024, with an average sleep score of 73, outpacing the worldwide average of 71. Indonesians had the lowest average sleep score of 64 (maybe they should walk more!).

South Korean Garmin users did the best at managing their stress, logging an average daily stress score of 28, ahead of the global average of 30. Malaysians had the highest stress scores of all Garmin users, coming in at 33. 

Surprisingly, across the board, Garmin users’ stress scores were lowest on Monday (29) and highest on Saturday (32). Garmin notes that might be due to “jitters” before a big race or event, which often takes place on the weekend.

Fountain of Youth

In terms of fitness, the average Garmin user’s “training readiness” score was 60, which equates to moderately prepared. Users in New Zealand were the most ready for training on average, while South Koreans tended to be the least prepared. 

Garmin users tend to be healthier than their biological age would suggest. According to the brand’s “fitness age” metric, Garmin users are, on average, 2.48 years younger than their actual age. Women were 1.94 years younger on average while men were 2.75 years younger than their actual ages. 

Garmin Eyes Healthcare

While Garmin has made a name for itself over the past two decades for its health and fitness wearables, the Kansas-based brand is also eyeing the healthcare space. 

Garmin executives believe smartwatches can become an integral part of modern healthcare by tracking metrics like stress, heart rate variability (HRV) and skin temperature, and feeding that data to healthcare professionals, who can then make more informed decisions on patient health.

Called, “smartwatch-enabled digital health,” Garmin is actively working to make this vision a reality. The company launched Garmin Health in 2014, growing it into a full-scale B2B solution for healthcare, research and clinical trials, insurance companies, gyms and fitness brands, corporate wellness and more. 

When it comes to smartwatches and healthcare, Garmin believes it has an advantage over other tech players like Apple and Samsung thanks to its open platform, the quality of its biometric data and the long battery life of its watches. 

“Garmin’s business strategy is to be an ecosystem player,” Scott Burgett, senior director of Garmin Health Engineering, told Athletech News earlier this year. “When you look at the breadth of our wearable products, the breadth of our data, and the ease of integration – we’re agnostic between iOS and Android – we really are the best company (to work with).”

To view the 2024 Garmin Connect Data Report in full, see here.

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New research from the University of Sydney, published in the British Journal of Sports Medicine, suggests that just four minutes of vigorous incidental physical activity a day could nearly halve the risk of major cardiovascular events in middle-aged women who do not engage in structured exercise.

The study analyzed data from 22,368 non-regular exercisers (13,018 women and 9,350 men) aged 40–79 who wore physical activity trackers for nearly 24 hours a day, seven days a week, between 2013 and 2015. Cardiovascular health was monitored through hospital and mortality records, tracking major adverse cardiovascular events (MACE) such as heart attack, stroke, and heart failure until November 2022.

The findings revealed that after adjusting for factors such as lifestyle, co-existing conditions, cardiovascular health and ethnicity, vigorous intermittent lifestyle physical activity (VILPA)—defined as brief bursts of intense activity embedded in daily life—lowered the risk of major cardiovascular events in women, with greater VILPA correlating to a lower risk.

Women who averaged 3.4 minutes of daily VILPA were 45% less likely to experience a major cardiovascular event, 51% less likely to have a heart attack and 367% less likely to develop heart failure compared to women who did not engage in VILPA.

Although the researchers suggest further testing is needed to understand how VILPA can positively impact cardiovascular health, lead author Professor Emmanuel Stamatakis emphasized that, like most health-improving measures, commitment is key. He also indicated that the findings present an activity target for women who are unable or unwilling to engage in traditional exercise.

“Importantly, the beneficial associations we observed were in women who committed to short bursts of VILPA almost daily,” Prof. Stamatakis said. “This highlights the importance of habit formation, which is not always easy. VILPA should not be seen as a quick fix—there are no magic bullets for health. But our results show that even a little bit higher intensity activity can help and might be just the thing to help people develop a regular physical activity – or even exercise – habit.”

He added that as a starting point, short bursts of activity could be as simple as a few minutes of stair climbing, uphill walking, power walking or playing tag with a child or pet.

Interestingly, men were found to experience fewer benefits than women from brief bursts of VILPA. Men who averaged 5.36 minutes of daily VILPA were only 16% less likely to experience a major cardiovascular event compared to those who did not engage in any VILPA.

The research could help influence health coaches and fitness trainers who have middle-aged women as clients and are perhaps more reluctant or unable to engage in high-intensity interval training (HIIT). VILPA could potentially do more than lower cardiovascular events — other research (also led by Prof. Stamatakis) suggests it may lower cancer risk.

While HIIT remains a popular fitness method, low-impact modalities are on an upswing, according to ClassPass. The booking platform just released its Annual Look Back report, which noted low-impact training saw a notable increase in reservations (109%), demonstrating an interest in more accessible fitness options.

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In the everlasting battle that is weight loss, the public understands that using GLP-1s is only half of it. 

Medifast, the health and wellness brand known for its coach-guided lifestyle solution Optavia, recently conducted a survey with market research firm Talker Research to get a pulse on how Americans feel about weight loss medications and the size of their role in someone’s health journey. The data says it’s a supporting one rather than a lead one. 

Of the 2,000 nationally representative United States adults who participated, 65% of them believed that weight loss medications are more effective when used together with lifestyle changes, while 45% agreed that medications alone won’t allow them to reach their long-term goals. 

“Weight loss is a journey that requires a holistic approach, including proper nutrition, adequate exercise, sufficient sleep and a healthy mindset,” said Dan Chard, chairman and chief executive officer of Medifast. “The survey results clearly point to a growing need and desire among U.S. adults for a more comprehensive, balanced approach to weight loss that complements or goes beyond just medication.”

But while GLP-1s aren’t seen as the end-all-be-all in terms of weight loss, they can be a catalyst for it, along with a more holistic health lifestyle for users. The study also found that if weight loss medications were readily available, 73% of those surveyed would commit to healthy eating, 72% would commit to regular exercise and 55% would prioritize quality sleep.  

Chard and Medifast aren’t the only ones who’ve arrived at this conclusion. Paul Byrne, a partner in Harrison Co.’s Fitness & VMS practice, recently expressed a similar opinion to Athletech News, citing a report claiming the total addressable market for U.S. fitness clubs is expected to increase by $6.8 billion thanks to increased GLP-1 usage. 

Last year, Evercore ISI, an equity research firm, also relayed survey data where 39% of respondents said they avoid going to the gym due to feeling self-conscious. Thus, the firm predicted that large-scale weight loss could help to uncork a surge in new gym memberships.

“It is evident that the majority of people trying to lose weight understand the importance of lifestyle changes and are looking for effective tools and support to help them in their efforts,” Chard added.

Medifast touts Optavia as a key tool in this regard. The program facilitates weight loss programs with medical guidance while promoting additional healthy habits such as weight management, eating & hydration, motion, sleep, mind, and surroundings. 

“With our habit-based and coach-guided lifestyle solution, Optavia, Medifast is uniquely positioned to meet this clear consumer demand,” said Chard. “We offer customized programs and the support of coaches who draw upon their own personal weight loss experience – two of the top tools respondents identified as crucial. As the market continues to grow, we remain dedicated to supporting individuals in achieving their health and wellness goals through a holistic approach that incorporates both lifestyle changes and, where clinically appropriate, weight loss medications.”

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The Latin American fitness market is strong, and it could be poised for further expansion in the years ahead. 

Most Latin Americans in urban areas exercise multiple times per week, a new survey finds, shedding light on an important emerging market for fitness brands. 

According to the 2024 Latin America Fitness Consumer Survey, conducted by J. Wallin Opinion Research on behalf of the Health & Fitness Association (HFA) and fitness software company ABC Fitness, Latin American consumers in urban markets are highly engaged in fitness, and many prioritize gyms and studios. 

The survey found that 61% of Latin Americans in select urban markets exercise at least two times per week, while 78% exercise at least a few times per month. Gyms and other fitness facilities serve as the preferred exercise location for 55% of active Latin Americans, per the survey. 

“Latin America’s urban centers are home to a highly engaged fitness community that prioritizes structured environments for their health and wellness,” ABC Fitness CEO Bill Davis said. “This survey underscores the essential role that fitness facilities play in the daily lives of millions of Latin Americans.”

The survey’s findings are based on an online questionnaire sent to 3,699 Latin Americans aged 18 and above in metro areas in Brazil, Mexico, Argentina, Colombia, Peru and Chile. Responses were collected in September. 

Outdoor Fitness, Strength Training Lead the Way

Active Latin Americans cited general health (44%), supporting mental and emotional well-being (42%), and boosting self-confidence (36%) as their primary reasons for exercising. Notably, building muscle (15%) and strength (13%) were among the least popular reasons given for exercising. 

In terms of exercise modalities, outdoor fitness activities (including cycling, running and swimming) were most popular among active Latin Americans, with 43% of survey respondents saying they engaged in those activities.  Strength training was the second most popular modality (32%) followed by “non-spin, aerobic cardio” activities like treadmills and ellipticals (27%).

The survey also contained some promising findings for gym and studio operators in Latin America – and for brands looking to expand into the region. 

Among physically active Latin Americans surveyed, 69% said they own a fitness facility membership. Of survey respondents who belong to a fitness facility, 67% spend between $10-$50 per month on their membership. Brazil showed to be an especially strong market for gym and studio-goers, with nearly 80% of physically active Brazilians owning a membership. 

Looking ahead, over half (53%) of physically active Latin Americans who don’t currently have a fitness facility membership said they plan to purchase one in the next year, according to the survey. 

“Latin America’s fitness industry is thriving, and with the number of potential new members, the sector is well-positioned for continued growth,” HFA president and CEO Liz Clark said. “Fitness businesses have a tremendous opportunity to connect with this motivated market.”

American Fitness Brands Eye Latin America

The survey results probably won’t come as much of a surprise to top American fitness brands, many of whom have begun targeting the Latin American market. 

Boutique brands including Orangetheory Fitness and F45 Training already have sizable presences in Mexico, and other big-time brands are looking to set up shop south of the border.

The Xponential Fitness-owned Club Pilates, the world’s biggest Pilates brand with over 1,000 locations, announced plans to open a minimum of 65 studios across Mexico over the next decade. Another Xponential brand, Pure Barre, plans to open its first Mexico studio in Q1 of 2025. 

American investors also see promise for the Mexican fitness market. In November, Washington, D.C.-based private equity firm ACON Investments pumped growth capital into Commando, a Mexico-based high-intensity group fitness brand, to fuel brick-and-mortar expansion. 

In Brazil, Freemotion Fitness, the commercial equipment brand of iFIT, struck an agreement with a local distribution company to bring more of its cardio and strength training equipment to gyms and studios across the country. 

To download the 2024 Latin America Fitness Consumer Survey in full, click here.

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With over 135 million users and billions of logged activities, Strava highlights key fitness trends across the world. The Strava 2024 Year in Sport report highlights these trends, providing a comprehensive overview of the current fitness landscape.

Social Fitness on the Rise

In 2024, group activities became more popular than ever. Running led the way, with a 59% increase in running clubs and an 18% rise in group runs of 10 or more participants. Walking clubs saw a 52% growth. Sixty-six percent of Gen Z users reported making new friends through fitness groups, while 55% said that social interaction was their main reason for participating. One in five Gen Z respondents also met dates through group activities, underscoring a new role for fitness.

Balance & Recovery

The report also shows a trend toward more sustainable workout practices. The median activity length was 53 minutes, with most participants favoring shorter sessions. Among amateur Strava users, those who cross-trained were 10% more likely to meet their goals. Marathon trainees also recorded rest days for over half of their training cycles.

Overcoming Fitness Barriers

Strava’s data also highlighted barriers to fitness like schedule flexibility, particularly for women. Despite these challenges, women increased their participation, with an 11% rise in cycling and a 25% growth in weight training uploads. Women were also more likely than men to earn Strava Segment crowns, signaling strong performance trends.

Generational differences were evident in fitness goals. Gen Z participants prioritized mental health, while older generations focused on longevity. Boomers consistently recorded the highest weekly distances in running and cycling.

Gear Trends of 2024

The report also revealed gear preferences among users. Nike Pegasus topped the list of running shoes, while Garmin dominated tracking devices. Carbon fiber-plated shoes gained popularity, and featured in 44% of marathons logged, a 14% increase from 2023.

Generational differences extended to workout apparel. Gen Z favored coordinated outfits and oversized T-shirts, while older users preferred functional, understated attire. Black remained the most popular color for workout gear, with blue showing signs of increased preference for 2025.

Strava’s 2024 Year in Sport report underscores a broader cultural shift toward sustainable and social fitness practices, setting the stage for continued fitness growth and inclusivity in 2025.

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The fitness industry is changing rapidly. Many brands are incorporating new technologies to keep members loyal and increase incremental revenue, while expansion, consolidation and bankruptcy filings are changing the face of gyms and studios across the country. One trend driving the industry’s transformation is a growing interest in new health and wellness solutions. This goes beyond supplements to include everything from GLP-1 weight-loss drugs to the latest recovery offerings. 

Amid this backdrop, Athletech News is partnering with Sports Innovation Lab, an insights, analytics and data company that works with the biggest brands in sports, media and entertainment, to provide fitness industry stakeholders with key data on their consumers and the industry at large. 

Through the partnership, Sports Innovation Lab and ATN will develop in-depth consumer profiles of fitness and health enthusiasts. Known as “fitness communities,” these profiles will give brands next-level insights into their current and potential customers. 

“Fitness enthusiasts are not all alike,” said Sports Innovation Lab co-founder and CEO Josh Walker, who oversees the company’s proprietary market intelligence platform. “Working with Athletech News and receiving their ongoing expertise on this population will strengthen our understanding of ‘Fluid Fan’ behaviors, which benefits our customer base through better data and addressable marketing audiences. Brands have a new powerful tool to reach this market.”

Fitness Communities Based on Observed Spending Data

The fitness industry continues to change, but dominant consumer behaviors will always inform how marketers reach the right customers. Some consumers love taking classes and need group fitness to motivate them to work out; families and higher-income fitness consumers typically want the benefits of an all-inclusive fitness center. 

Fitness community profiles are based on consumer spending patterns and are designed to help brands target the right customers.

Class Curators

These active fitness enthusiasts are spending on boutique fitness classes such as F45 Training, SoulCycle, Orangetheory Fitness, Rumble Boxing and The Class, and may also subscribe to Class Pass. Class Curators are:

• 9X more likely to own a wearable device than the general population
• 7X more likely to go skiing
• 6X more likely to attend concerts

Luxury Lifters

For Luxury Lifters it’s all about a premium health club experience. They’re spending with luxury fitness facilities like Equinox, Life Time and Chelsea Piers Fitness, and/or purchasing premium subscriptions to enjoy added services. Luxury Lifters are:

• More likely to be Gen X or Baby Boomers making more than $200K/year
• Spending more on sports tickets and live events than any other community
• Spending with book retailers like Barnes & Noble and independent bookstores (30% of this population)

Gym Goers

Your traditional exercise enthusiast, the Gym Goer prefers a no-frills, traditional gym to give them a more classic workout. They’re purchasing memberships from large brands like Gold’s Gym or local gyms. Gym Goers are:

• More likely to be male, without children in the household 
• Frequently shopping on social media such as Instagram and Facebook
• 3X more likely to spend on “sportainment” establishments such as Topgolf or Chicken N Pickle

Deal-Driven Fitness Fans

Most often found in high-value, low-price (HVLP) gyms, these consumers typically come in the new year, are seasonal in their fitness purchases and often looking for a deal. They may make exercise an always-on part of their routine, but throughout the year they continually purchase new and different fitness/wellness products and subscriptions – especially if there’s a deal to be had. Deal-Driven Fitness Fans are:

• 3X more likely to purchase hydration beverages 
• Frequent QSR visitors, spending with Taco Bell, McDonald’s and Chipotle
• More likely to have tween/teen children in the household

Game-Changing Data for Fitness Brands 

In the weeks and months ahead, Sports Innovation Lab and ATN will be rolling out key insights into the spending behaviors of these fitness communities, creating an actionable new source of data for fitness and wellness marketers, executives and entrepreneurs. 

These insights will leverage Sports Innovation Lab’s Sports Data Cloud, which covers hundreds of health and fitness brands, allowing us to create customizing audiences for each category including workout classes, home fitness, luxury and premium health clubs, subscription workouts, athleisure wear, equipment and more. 

For more information on how you can leverage Sports Innovation Lab data to create custom audiences that meet your brand’s marketing goals for your New Year’s campaigns and beyond, email audiences@sportsilab.com.

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