The HFA Show 2025 is almost upon us.

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

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

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

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

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

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

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

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

What To See at HFA Show 2025:

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

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

Longevity Makes Its Way Inside Clubs & Studios

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

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

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

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

What To See at HFA Show 2025:

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

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

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

AI-Powered Personalized Fitness Is (Finally) Here

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

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

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

What To See at HFA Show 2025:

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

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

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

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

Equipment Makers Go All-In on Strength

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

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

What To See at HFA Show 2025:

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

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

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

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

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

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StepBet is a platform that blends personalized step goals with group competitions and financial incentives. Operated by WayBetter, which specializes in behavior change games, the company believes this innovation can drive long-term behavior change in the fitness landscape. Kerri Walsh, Chief Business Development Officer at StepBet, spoke with Athletech News about how gamification can foster consistency, community and motivation in fitness.

StepBet tailors daily step goals to individual activity levels and incorporates a financial component that makes staying active more engaging. The company has paid out millions of dollars in winnings to users.

“B“By making fitness a rewarding habit rather than a chore, we help individuals stay motivated,” Walsh told ATN. “Our platform is designed to tap into intrinsic and extrinsic motivation—people love the satisfaction of hitting their goals, but the financial incentive gives them that extra push to stay committed.”

Research has shown that financial rewards can be a strong motivator for behavior change, but StepBet wants to ensure that these incentives lead to sustained engagement rather than just short-term participation.

“Our challenges typically range from 2 to 6 weeks, striking the perfect balance between immediate motivation and long-term habit formation,” Walsh said. “We want people to start a challenge and feel that sense of accomplishment, but the real goal is to create a stepping stone for a more active lifestyle.”

She added that StepBet’s dynamic goal-setting model ensures that the challenges remain accessible yet effective. “We take into account a person’s past activity levels and gradually push them toward improvement, making the experience both achievable and rewarding.”

The platform’s setup, where friends invite friends, also helps strengthen engagement and foster long-term participation. This ecosystem makes movement more enjoyable and habitual.

“Community is at the heart of StepBet,” Walsh explained. “Our in-app social features allow users to share progress, exchange motivational tips and hold each other accountable. The camaraderie built through these challenges is what keeps people coming back.”

Beyond motivation, Walsh also sees StepBet as a tool for reshaping how people perceive fitness. “Many people think of exercise as something they ‘have’ to do, but we’re changing that mindset,” she said. “StepBet reframes movement as something fun, social and rewarding.”

Looking ahead, Walsh foresees continued advancements in wearables, AI-driven personalization and interactive social connections shaping the future of fitness.

“We are committed to investing in these areas to stay ahead of the innovation curve,” she stated. “Technology is evolving rapidly and we see a future where fitness platforms like ours become even more adaptive, intuitive and integrated into people’s daily lives.”

She emphasized that StepBet is designed for a broad range of users. “Whether you’re just starting out, a seasoned fitness enthusiast, or simply looking for a new way to stay motivated, StepBet is for everyone. Movement should be accessible, fun and rewarding for all.”

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

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

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

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

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

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

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Fit tech leader EGYM is headed to the HFA Show in Las Vegas in a few days, on the heels of a stellar 2024 where the company raised $200 million in a Series G round and hitting a valuation of over $1 billion. Now, EGYM is ready to showcase its latest innovations and workout ecosystem at the fitness industry’s premiere trade show.

It begins with the EGYM Genius, an advanced AI ecosystem that integrates with more than 200 fitness brands, offering the ultimate solution for both operators and their members. EGYM Genius goes beyond tracking workouts, fine-tuning them for a hyper-personalized experience that allows members to hit their goals in record time.

As strength training continues to dominate the fitness industry, EGYM is answering the call—set to spotlight its M20 Smart Strength Squat, the latest addition to its Smart Strength series. The new machine combines digital resistance, guided movement, and automated adjustments for a safe, and fully personalized full-body experience that adapts to a user’s needs.

Rounding out the collection is the EGYM Squat Flexibility Test within the Fitness Hub, an impressive onboarding machine that conducts intuitive body analysis, flexibility tests and training progress visualization—a key feature that is appreciated by fitness consumers.

The Squat Flexibility Test provides EGYM operators and members with an even more advanced onboarding experience with breakthrough 3D analysis technology that assesses mobility, strength, and balance. It also generates a BioAge Flexibility Score that correlates mobility with biological age and provides an essential metric for tracking progress. The feature integrates with EGYM Genius, giving members precise, goal-oriented workout recommendations.

On the back-end club management side, EGYM will spotlight its new EGYM Business Suite 2.0, which simplifies operations with a centralized, data-driven platform that includes a single sign-on access to all EGYM products and services. The new system gives operators real-time insights into usage behavior, the ability to optimize their management tools, and enhance member retention through smart analytics and automation.

EGYM will be found at Booth #1203 at the HFA Show. Appointments can be booked here. 

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Receipts has developed a way to incentivize workouts by offering access to top brands and experiences, aiming to tackle the ongoing health crisis and rising healthcare costs.

It’s a concept that researchers say has promise, with a 2024 study revealing that gamification and rewards can boost motivation.

The new fitness rewards app has launched its first challenge and brand partner as part of its new Collective Moment Series, a monthly challenge featuring a shared fitness goal while giving a stage to a brand partner each month.

The Receipts app links to fitness trackers, rewarding individuals with points for “intensity minutes”—defined as minutes spent exercising at an elevated heart rate. Athletes can then redeem the points for gift cards, perks and experiences with Receipts’ brand partners.

As of now, Receipts supports Apple Watch, Garmin, Coros, Whoop and Oura Ring, but plans to integrate directly with more wearables in the future.

For the challenge, Receipts teamed up with sports equipment and apparel brand Salomon. Participants are challenged to collectively achieve 50,000 intensity minutes to earn gift cards, running shoes, running vests and bonus points. Prizes are released if participants collectively move for the 50,000 intensity minutes, according to a post on Instagram.

Receipts users can also compete with friends on weekly leaderboards, track their week-over-week progress, and share photos and videos of workouts. The app recently introduced Streaks, which allows athletes to earn bonus points for maintaining weekly streaks and Goals, a feature that prompts athletes to set fitness goals and put points on the line as collateral.

Users who refer friends can earn 25 bonus points after their first workout — and their friend gets the same reward.

Another upcoming feature—Drops—will offer a new way to redeem points, giving brand partners a chance to spotlight upcoming product releases through exclusive experiences.

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​​A Colorado-based startup is giving coaches a powerful new tool with its blend of Olympic-level coaching methods and AI-powered programming: WhichWeight.

Born out of Kinesis Integrated in Boulder, Colorado, a well-known training hub for elite athletes, WhichWeight gives coaches and athletes a smarter way to approach strength training.

The startup recently unveiled its new website and several new partnerships, arriving at a time when endurance training is gaining momentum and in-person events from brands like Hyrox and CrossFit are drawing serious fitness competitors. 

“Endurance athletes have long struggled to maximize their performance due to one key missing piece…effective strength training,” WhichWeight co-founder and CEO Chris Lee said. “When I coach Olympians, how well they can move their bodies outside their sport is clearly the ultimate game changer. Our platform guarantees athletes seamlessly integrate the right training at the right time, with their overarching goal in mind…setting a PR!”

The AI-powered platform’s strength programs update in real-time based on athlete data and performance and gives coaches the ability to instantly assign individualized strength phases that align with the entire season. A coaching dashboard also tracks progress and flags potential injury risks.

So far, WhichWeight has been quickly endorsed and adopted by elite endurance coaches and teams. In the last year, the brand has named several partnerships, including ones with Katie Cope Running, Jessica Schnier, Blue Collar Endurance Training, MultiSport, BigMetz and Coach Kallup at Lions Den Fitness.

“Speed usually comes at the cost of precision. Not with us,” WhichWeight CTO Jacob Carlson said. “We’re giving them a scalable, Olympian-backed tool that enhances how they train endurance athletes in a fraction of the time.”

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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.

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Lift Brands, the global wellness company behind Snap Fitness, Fitness On Demand and a minority partner in 9Round and Fitstop has reacquired the Snap Fitness master franchise for the United Arab Emirates, with plans to open a significant number of new locations across the country in the coming years.

The news comes as the UAE continues to attract activity from the fitness industry, with brands like UBX, GymNation, Anytime Fitness and UFC Gym looking to make their mark.

Lift Brands’ EMEA support office team, headquartered in London and led by CEO Kevin Yates, will oversee the UAE operation. The deal sees Dubai-based Afshad Mistry appointed as general manager for the UAE, having held the position for the previous master franchise holder.

In the short term, Lift Brands says its immediate focus is on strengthening the four existing Snap Fitness clubs in the region, including modernization projects already underway at its Media City and Motor City clubs. The brand, which underwent a massive rebrand in 2021l, offers members 24/7 access, monthly contracts, digital content via its member app and personal training within its clubs. Recovery zones are found in select locations.

“Reacquiring the master franchise for the UAE is a hugely exciting move for us,” Lift Brands EMEA CEO Kevin Yates said. “The health and fitness club market in the UAE is projected to reach over $5 billion by 2030, and by driving the Snap Fitness brand centrally, it will help us to rapidly capitalize on this.”

“2024 was an incredible year for Snap Fitness, with our global teams enjoying more franchise and membership sales than ever before,” Yates continued. Last year, the brand opened 44 new locations. 

“We’re on a roll right now and we can’t wait to unlock Snap Fitness’ potential in the UAE and significantly grow our presence there,” he added.

The group confirms it has already received strong interest in the region and will soon begin the search for franchise partners in the UAE.

“Snap Fitness has been leading the charge in the industry since its inception, delivering standout holistic wellness experiences and a versatile business model,” Lift Brands global CEO Ty Menzies said. “Our success lies in our ability to provide unparalleled support for entrepreneurs and local communities while maintaining a world-class fitness offering. The UAE is a key market for us, and we’re excited to welcome more people to the Snap Fitness family and make fitness more accessible, enjoyable and rewarding.” 

In the UK and Ireland, Snap Fitness reached the 100-club milestone last year and kicked off 2025 with a new opening in Raynes Park, London. Globally, the gym franchise plans to open more than 60 clubs this year.

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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.

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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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Vaura Pilates, an athletic reformer Pilates experience owned by F45 Training, has named Luxe Fit Pilates its new master franchise partner that will grow the brand across Southeast Asia and the Middle East.

Vaura’s two new flagship locations are set to open later this year in Dubai and Jakarta. Its Singapore studios in Tanglin and Joo Chiat are now open. The Pilates concept launched its first U.S. location last January in New York City’s Upper East Side neighborhood.

In its 2024 metrics report, F45 noted that Vaura Pilates saw Average Unit Volumes (AUVs) surge by 51.5%, while same-store sales grew by 21.6% globally.

“We are delighted to be partnering with industry leaders Luxe Fit Pilates, who have experience and a deep understanding of operating our upscale boutique franchises, which is complementary to their unwavering passion for the Pilates community and the Vaura brand,” CEO Tom Dowd said. “With Luxe Fit Pilates’ proven expertise in building high-performing fitness communities, we are excited to see Vaura excel within their markets.”  

The Pilates experience offers four 50-minute signature class formats in a club-like setting with immersive mood lighting and mirror ceilings.

Total: a full-body conditioning workout

Stretch: a Pilates/yoga mix focusing on flexibility and mobility 

Circuit: a HIIT experience that blends strength and stability training

Fusion: a hybrid reformer Pilates class with floor-based functional movements

Nurture: a slower-paced class with an emphasis on modifications, suitable for those returning to exercise, new moms and moms-to-be

Post class, showers are available at most locations as well as a hair bar with hair dryers and straighteners.

“The health and wellness landscape within Southeast Asia and the Middle East, which is home to a large population of health enthusiasts, offers a unique and thrilling opportunity to introduce communities to our refined Pilates,” Luxe Fit Pilates CEO Anna Michau said. “This expansion marks an exciting moment for Vaura, and with both markets emphasizing the importance of one’s overall well-being, lends itself as the ideal locations for our results-driven approach.”

F45 also owns FS8, a franchise concept that combines Pilates, tone and yoga. The brand opened its first studio last March in Austin, Texas, and has master franchise agreements set for South Korea, the U.K. and Europe.

Middle East gym giant GymNation is also capitalizing on the Pilates trend, investing $1.5 million in Pilates studios at its existing and future locations. The club operator recently partnered with Basi Systems to outfit its facilities with pilates equipment.

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Life Time has opened its 14th luxury athletic country club in Illinois — the first of 2025 — and its second location to feature the Miora Performance and Longevity Clinic, where Life Time members can access personalized health guidance, personal trainers, recovery and longevity therapies and weight loss medications.

The news follows another strong quarter, where Life Time reported an 18.7% increase in revenue to $663.3 million for Q4 2024 and an 18.2% increase to $2.62 billion for the full year.

The 60,000-square-foot Life Time destination is located in the downtown Evanston area and features three indoor pickleball courts, Life Time’s signature recovery zone with Dynamic Stretch, hydromassage beds, cryotherapy beds and Normatec devices, personal and group training programs, five dedicated studios for 90+ weekly group classes, state-of-the-art fitness equipment, a Kids Academy, a LifeCafe smoothie and coffee bar and a dedicated Life Time Work Club Lounge space.

“Life Time Evanston is the first of many planned 2025 openings and also marks the expansion of our Miora performance and longevity clinic beyond Minnesota, allowing even more people to experience the multidimensional approach we’re taking to address all aspects of health and wellness,” said Parham Javaheri, Life Time executive vice president, president club operations and chief of property development officer. “We’re excited to extend our unparalleled Life Time experience to Evanston in a prime location that will serve this community and bring renewed energy to the downtown area.”

Former Life Time chief operating officer and president Jeff Zwiefel told Athletech News late last year that the Miora concept was created to democratize access to health-optimization services.  

“The consumer, now more than ever, is interested in optimal health; they’re interested in looking good, feeling great, and living longer, better,” Zwiefel said. “And there wasn’t a viable, trusted solution on a national basis (that was) out there. … We felt like we could be a tremendous one-stop-shop solution for our customers.”

Miora members start with a blood test that measures more than 90 biomarkers, providing data that guides a personalized blend of longevity, weight loss and performance protocols. The first Miora launched in Life Time’s flagship Target Center club in Minneapolis, Minnesota, as a pilot program.

“We’re now at the stage where we are planning to roll out hub-and-spoke destinations across the other 180-plus lifetime locations,” Zwiefel confirmed. “We’re going to continue to thoughtfully roll Miora out in a very pragmatic and impactful way, but making sure that we continue to maintain the right quality as we scale – and consistency.”

While Miora is poised to be a hit with Life Time members, the athletic country club operator is also breaking new ground with its free LT Digital app, which CEO Bahram Akradi says has attracted more than 1.7 million non-member subscribers, all without any marketing efforts. The number is expected to reach three to four million by the end of the year, he told investors last week.

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For many gym owners, adding new programming like Pilates comes with a major hurdle: space.

Dedicated reformer studios require significant square footage, making it difficult for fitness facilities to justify the investment. Skelcore, a Miami-based fitness and wellness company, has introduced a folding Pilates reformer designed to solve this challenge. With a compact design, the reformer allows gyms, hotels and multi-use fitness spaces to offer Pilates classes without sacrificing floor space or disrupting existing programming.

Marc Ackermann, founder and CEO of Skelcore, highlighted the opportunity for gym operators.

“With 53,000 gyms in the U.S. alone, many have studios that could increase their return on investment by offering Pilates as a strength modality,” Ackermann said.

The reformer’s portability makes it a practical option for gyms and other facilities with limited space.

“These reformers can be stacked safely against a wall and deployed within seconds for Pilates classes,” said Mia Bustamante, Skelcore’s product manager for Pilates.

The folding Pilates reformer is available in lightweight aluminum and American maple wood. Skelcore has also launched a range of traditional Pilates reformers, available in aluminum, oak and Canadian maple, along with an XL version in Canadian maple.

According to Skelcore, all  reformers can be customized in color and leather finish, allowing fitness facilities to tailor the equipment to their branding or design preferences.

They are built with six German-made piano wire springs for smooth resistance and aluminum tracks to enhance glide and performance. The design includes two rows of adjustable resistance hooks, allowing for customizable tension levels. The reformers feature microfiber leather upholstery and double-looped straps, enabling a wider range of exercises. Additionally, each reformer comes with a jump box to expand workout options and a safety strap for secure storage when not in use.

Skelcore has made its Pilates reformers available in 45 countries, allowing gym operators worldwide to explore Pilates as a growing revenue stream. The company’s showroom in Miami now features the full range of reformers, giving potential buyers the opportunity to evaluate the equipment firsthand. Its expansion into Pilates aligns with its broader growth in the fitness equipment industry. 

The company, founded in 2020, has rapidly gained recognition, securing a global licensing deal with Powerhouse Gyms International last year as a preferred equipment provider. With its new folding Pilates reformer, the brand is further positioning itself as a versatile provider for gym owners looking to maximize space and diversify their offerings.

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

Close From the Jump

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

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

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

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

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

Tangible Results

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

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

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

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

Using What You’re Given

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

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

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

Earned, Not Given

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

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

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

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

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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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Modern Reformer Pilates brand JetSet Pilates is expanding in Texas, with its first Houston-area locations set to open following a deal in The Woodlands.

The new studios are set for River Oaks at 3515 W. Dallas Street and League City at 1340 E. League City Parkway. JetSet plans to open six to eight additional studios in the area, targeting neighborhoods including The Heights, Memorial, Sugar Land and Montrose.

“Houston is an incredibly dynamic market with a thriving fitness culture and a population that values high-quality wellness experiences,” JetSet Pilates CEO Bert Albertse said. “With its mix of vibrant urban neighborhoods and fast-growing suburban communities, Houston presents the perfect opportunity for JetSet to make an impact.”

The boutique Pilates franchise, founded in 2010, began franchising in 2022 and now has more than 90 studios in development both domestically and internationally. 

“With Houston’s rapid population growth and increasing demand for boutique fitness options, we see a tremendous opportunity to establish JetSet as the go-to premium Reformer Pilates brand in the area,” JetSet founder and brand president Tamara Galinsky said. “We’re excited to partner with motivated entrepreneurs who share our passion for movement, wellness and community.”

Last month, JetSet Pilates announced a strategic investment from Purchase Capital to fuel its expansion, instructor training programs and enhance its member experiences. 

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Meta is sunsetting Move, an app that tracks physical activity and calories burned across games and apps on Meta Quest.

The news came in an email notifying users that the app will be discontinued on March 31. The tech company explained that Move relies on legacy technology, limiting its ability to introduce new innovations for Quest users.

The app allows users to set calorie-burn and Move-minute targets to match their personal goals, with the option to display live Move stats without leaving their game or app, like Beat Saber and Supernatural. Calorie estimates are generated using an algorithm that factors in basal metabolic rate (age, weight, height and sex) along with data from headset, controller and hand movements. Users can also choose to rely on average estimates instead. 

“This transition will allow us to deliver more advanced and exciting features to enhance the Quest experience,” the email continued. 

According to Meta, the discontinuation of Move won’t affect any other fitness features built within individual apps. 

For some Quest fitness users, the decision comes as a new blow. Meta had just killed off Scoreboards, an app that consolidated leaderboard data in one place, allowing users to view their placement and compare their ranking against followers, in December 2024

In a thread discussing Meta’s decision on Reddit, many Move users indicated that while the app’s accuracy in tracking calories based on movement versus heart rate was lackluster, they did appreciate its ability to track daily headset usage and keep them motivated. Still, the disappointed from some are apparent: “So sad Meta is still not getting it – Quest 3 is a fitness gadget…” one poster shared. The decision also has some Quest fitness users considering purchasing a smartwatch or wearable fitness tracker.

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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.

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

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

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

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

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

Inside the Restart

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

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

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

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

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

Results Thus Far

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

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

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

Down the Pipeline

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

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

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

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

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Genesis Health Clubs is growing—again.

The privately owned, Kansas-based club operator is adding eight Esporta Fitness locations to its portfolio, expanding its footprint in Kentucky and marking its entry into Arkansas and Louisiana.

The newly acquired clubs—acquired from LA Fitness parent Fitness International LLC and located in Lexington, Louisville, Little Rock, Baton Rouge and Slidell—will now operate under the Genesis Health Clubs banner, bringing the company’s total club count to 77.

The deal follows a successful 2024, when Genesis Health Clubs acquired Saw Mill Club’s two locations in Mt. Kisco, New York and The Atlantic Club’s Manasquan and Red Bank clubs in New Jersey. 

Rodney Steven, president of Genesis Health Clubs, confirmed in a LinkedIn post that the latest move will welcome 250 new employees and thousands of new members into the Genesis Family. 

“These are stunning facilities with strong teams in place, and we have big plans to elevate the member experience—upgraded equipment, expanded group fitness, top-tier personal training, and enhanced amenities,” Steven wrote. “Genesis isn’t just about working out—it’s about community, results, and delivering the best fitness experience possible. We can’t wait to make an impact in these new cities.”

Genesis Health Clubs offers members access to state-of-the-art equipment, group fitness classes, personal training, meal prep and location-dependent amenities like indoor pools, basketball courts, steam rooms, saunas, tennis and childcare.

The recent growth has also created opportunities for fitness professionals, as Genesis Health Clubs is actively seeking Regional Club Managers with multi-unit management experience, according to a LinkedIn post.

LA Fitness, under its parent company Fitness International LLC, launched the Esporta Fitness brand in 2020, using the new name to rebrand several LA Fitness locations across the U.S.

By 2022, Fitness International introduced Club Studio Fitness — a high-end, amenity-packed club concept. The brand currently has 18 locations, a handful of which are coming soon, including one in Coconut Grove, Florida, a blossoming hub for premium fitness and wellness experiences that has attracted The Well and JetSet Pilates.

Starting last year, however, Fitness International appeared to signal a phasing out of Esporta, either reverting clubs back to the LA Fitness name or closing them altogether. Following the Genesis Health Club acquisition, only three Esporta locations remain in California, Illinois and Massachusetts. LA Fitness has also shuttered some locations in recent months, including a few that were rebranded from XSport Fitness locations, which were acquired by Fitness International last July.

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