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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PGA Tour pro and 2011 U.S. Amateur Champion Kelly Kraft has teed up his next venture—transitioning from the green to another green—as vice president of strategic business development at Disruptive, a global investment firm.

He’s not alone—Kraft is among a growing roster of athletes investing in tech and fitness, including Venus and Serena Williams, Drew Brees, Lebron James, Kevin Durant, F1 driver Charles Leclerc, former pro golfer Rory McIlroy and NBA’s James Harden—just to name a few.

It’s a natural fit in many ways, as athletes channel their discipline, know-how and decision-making skills to pay off in new opportunities. 

Athletech News spoke with Kraft about his new venture, the areas he’s bullish on and how his competitive athletic spirit on the green continues to drive him.

Kraft grew up dreaming of playing professional golf on the PGA Tour—a goal he turned into reality. But as time passed, the constant travel and time away from family began to take a toll, shifting his priorities. He began exploring opportunities in private equity, and after connecting with Disruptive founder Alex Davis, his next move became clear. Impressed by the firm’s track record, Kraft directed his attention to new goals, eager to apply his competitive mindset, strategic thinking and connections in a new arena.

“It’s been a smooth transition,” he tells Athletech News. “The competitive fire in me wasn’t something that started on tour; it’s been with me my whole life, and my drive to win for my friends, my family, my investing family and everyone surrounding me is simply a challenge I enjoy daily.”

He draws a parallel between the sport that propelled him to golf fame and his new venture while remaining candid.

“In golf, you spend a lot of your time in pressure situations, which prepare you well for the types of situations I find myself in now,” Kraft explains. “But when I golfed, it started to feel a bit monotonous. Every day now is a new day, and I believe I’m punching well above my weight, so I can’t say it’s been a struggle or a ‘challenge,’ more of an exciting daily challenge than anything else. This time, I get to do it with a team and for my friends, family and close connections, we all win together, and that is what’s essentially missing in individual sports. This is a team sport, and I’m enjoying it.”

Kraft also reports that transitioning from the course to the office has provided some unexpected perks.
Disruptive, which invests in late-stage technology companies, recently relocated its headquarters to Dallas, Texas.

“I’m not worrying about my back or my swing plane or hitting the ball a mile,” Kraft says. “Instead, my experience and the joy I’ve had from competitive golf is part of my office. I get to do things in the financial world that are unusual from sitting at a desk all day. I get to lean on my relationships and understand the aspects both of how a deal is born, structuring it, personally investing in it and watching the people I care about partake. The transaction isn’t so regimented, though we are focused, dedicated to combining the world’s best companies with some of the world’s most interesting people in ways I’ve never experienced before.”

Kraft is particularly bullish on AI and defense, noting that both areas are of large focus at Disruptive. The firm also invests in companies driving innovation in fitness and wellness through advanced technologies and strategic partnerships.

“In our world, the one in which we invest in growth-stage private technology companies, I’d guess that there are on the order of 2,000 to 3,000 companies with billion-dollar plus valuations looking like they are ready to hit their next phase of joining the public markets,” Kraft says. “Our team does a really good job of blocking out the noise and focusing on the very best and most important generational businesses of this decade. We find that great deals drive capital, and not the other way around, and I’m working on the dynamic relationship between the two. We have a leg up again in doing what we do as well or better than anyone in the private technology sector, and therefore, we have an ingrained culture of identifying tremendous companies that the world either knows about or will. Getting those companies and how we narrow that list down from several thousand to just a few is part of the secret sauce. “

Most of all, Kraft says he’s been taken aback by the amount of support he’s received since pivoting to a career in investing.

“Leaving something I’ve done for most of my life and starting a business career was daunting, but my entire universe has been incredibly supportive and has quickly jumped on the bandwagon,” he says. “Their advice and encouragement made the transition much smoother than I anticipated.”

In terms of Disruptive, Kraft is impressed by the quality of deal flow and its 13-year reputation—and is able to leverage his elite athlete mindset.

“I’m working hand-in-hand with our CEO to quickly adopt a new working style that is more mental than anything else,” Kraft says. “We’re investing in some of the best companies in the world, and I’m genuinely excited—both personally and professionally to change the landscape of venture-backed growth equity for years to come.”

Perhaps most importantly for Kraft, the pivot from pro golfer to an executive role at Disruptive allows him to stick to his guiding principles.

“The most important thing is that my core values remain unchanged,” Kraft says. “My work ethic and determination to be the best—whether in golf or investing—have always driven me. This time is different as there is no time clock, and I’m part of a team that is the best at what it does. It’s an incredible deal unto itself, but it is not for everyone and certainly not for every athlete. There are no seasons, and there are no holidays; it’s a constant, but it has woken me up, and my results and confidence are infectious.”

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Level Zero Health, a female-founded startup centered on continuous hormone monitoring, has landed $6.9 million in a pre-seed round for its health monitoring wearable that eliminates the need to head to the lab to get blood drawn.

Swiss VC firm Redalpine led the round, which included several other venture capital and private equity firms. 

“Hormones are critical to our health across our whole lifespan,” the startup shared on LinkedIn in a post announcing the funding. “Our objective is clear: enable access to a wealth of data that hormonal patterns give us—from clinical applications to wellness and beyond.”

Level Zero Health has honed in on developing a minimally invasive wearable device worn on the arm that provides data correlated with blood readings through interstitial fluid. The device then offers real-time updates on hormone levels.

Behind Level Zero Health are co-founders Ula Rustamova, a former enterprise tech lead at Palantir and Irene Jia, a bioengineer who worked for Philips in research and development. 

“I have to pinch myself that this is indeed what we are getting closer to every single day – a breakthrough technology that will have a ripple effect on healthcare for years to come,” Rustamova, Level Zero Health’s CEO, posted on LinkedIn. 

She noted that while the funding broke the record for Europe’s largest pre-seed round for a female-founded team, she’s conflicted: “It’s an example of what’s possible, and these stories should be highlighted. But I also hope one day, almost every article doesn’t have to highlight that we are indeed female,” Rustamova wrote.

As of now, continuous monitoring is commonly associated with glucose—a technology Rustamova credited with revolutionizing diabetes care during a presentation at Entrepreneur First’s Summer ’24 Demo Day, where she noted that leading names and experts from Harvard and Mount Sinai have joined the team.

“The company that makes CGMs makes $4 billion revenue and that’s just from glucose,” she pointed out. “And we’re addressing markets much bigger than that, starting with IVF and low testosterone, where clinics know the pain, and they’re lining up to work with us.”

The startup told TechCrunch that it intends to have its wearable patch cleared for prescription use next year for intermittent hormone testing associated with medical use cases such as fertility and low testosterone and hopes to have the device brought to market in 2028 to continuously measure progesterone, estrogen and testosterone.

“Hopefully, this year we want to show some level of correlation [between levels of hormones the wearable patch can detect and levels detected via a blood draw] — that’s the promise I want to deliver with the pre-seed money,” Rustamova told the publication.

“For too long, hormone testing has relied on invasive blood draws that capture just a single moment in time,” Redalpine shared on LinkedIn. “Level Zero Health is changing the game – their wearable will enable real-time, remote hormone monitoring, transforming care for IVF, menopause, testosterone therapy and beyond. With precise engineering and software, and impressive speed to execution, Level Zero Health is the perfect example of deeptech meeting real-world impact. As Philip [Kneis], investor at Redalpine and board member of Level Zero Health, puts it: We did it for blood pressure, and we will do it again for hormones.’”

The startup is now focused on expanding its London operations and is on the hunt for a founder associate, as well as six other roles, including a head of research and development and biosensor research scientist.

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Hims & Hers has acquired a U.S.-based peptide facility to advance its personalized treatments and stake a claim in peptide innovation.

Earlier this week, the Hims & Hers announced its acquisition of Trybe Labs, a New Jersey-based at-home lab testing facility, as it enters the whole body testing space and new areas, such as low testosterone treatment and perimenopausal and menopausal support.

“The future of healthcare must be centered on the customer, which is why our operational structure is built to scale personalized care to more individuals at the highest standard of quality and safety, and with a focus on long-term consistency and availability,” Hims & Hers chief operating officer Melissa Baird said. “We’re building our supply chain to enable more Americans to access care, including personalized treatments designed around their needs. This acquisition is a reflection of our commitment to those goals and our ongoing investment in the customer from start to finish.”

It’s been a busy month for the health and wellness platform. During Super Bowl LIX, Hims & Hers ran it’s first-ever “big game” commercial, reminding viewers that 74% of Americans are overweight while taking aim at high-priced weight loss medications to the backdrop of “This is America” by Childish Gambino.

“There are medications that work, but they’re priced for profits, not patients,” a narrator said during the spot. “This system wasn’t built to help us. It was built to keep us sick and stuck. But not anymore.”

The ad then highlighted Hims & Hers’ offerings, including affordable, U.S.-formulated weight loss medications and personalized treatment plans.

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

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

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

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

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

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

Prebiotic Soda Gains Momentum

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

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

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

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

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Fresh off its acquisition of omnichannel yoga brand Y7, FitLab has now acquired New York City-based Mile High Run Club, a boutique running studio with three locations across the Big Apple.

The addition of the treadmill training concept complements FitLab’s growing ecosystem of fitness and wellness brands and comes amid a surge of interest in running, according to recent data from Garmin. 

“Mile High Run Club has redefined the running experience and ushered in a fresh perspective on running,” FitLab co-CEO Brian Kirkbride said. “What was once primarily a solo grind has turned into a high-energy, group-driven activity that people truly look forward to. Before running’s resurgence and the rise of run clubs, Mile High had already perfected an all-weather training experience. Thousands of people have discovered a love for running thanks to Mile High, and we’re thrilled to bring such an innovative, culture-shifting brand into the FitLab family.”

Founded in 2014, Mile High Run Club’s NoHo, NoMad and UES clubs offer coach-led treadmill training for runners of all levels within a club-like setting with mood lighting and electrifying music. Personalized training programs are also offered for those preparing for half and full marathons and could stoke interest from those gearing up for Hyrox’s upcoming endurance event this May in New York City.

“We’ve always believed that anyone can develop a passion for running if they have access to the right environment, training programs and coaching,” Mile High Run Club CEO and founder Willy Heath said. “We’ve worked hard to prove this in New York City, and with FitLab’s backing, we’re excited to inspire even more people to embrace running and reap its rewards.”

The California-based FitLab, founded by former Nike and New Evolution Ventures execs Kirkbride and Mike Melby in 2019, secured $65 million in strategic financing last March as it advances its multi-brand performance lifestyle company. 

In 2024, FitLab inked a deal with Nike to launch Nike Studios, acquired equipment manufacturers Assault Fitness and RPM Training and partnered with GoSaga, an investment and scaling firm focused on health, wellness, fitness and beauty brands. In addition to Y7 and Mile High Run Club, FitLab’s portfolio also includes action sports and training brand Electric, fitness app Fitplan, boutique weightlifting concept Racked, endurance racing company Ragnar, HIIT-based Sanctuary Fitness and XPT, a performance wellness brand founded by Laird Hamilton and Gabby Reece, which is set to open a studio in Newport Beach, California.

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Flex, a Health Savings Account (HSA) and Flexible Spending Account (FSA) payment solution, has teamed up with amp, makers of a sleek, AI-powered at-home fitness device that delivers a personalized workout experience.

Now, consumers can use their HSA and FSA funds to purchase amp’s fitness device.

The premium fitness equipment company joins a growing list of Flex partners, which includes Echelon, recovery wellness tech brand Kineon, smart ring maker Ultrahuman, Forme, Centr, CorePower Yoga, Orangetheory, iFIT and Tempo. 

Behind amp is founder and entrepreneur Shalom Meckenzie, the largest shareholder in DraftKings. Last fall, the company officially launched amp for pre-orders.

“amp is redefining fitness with cutting-edge AI technology and award-winning design, creating a smarter, more personalized training experience that pushes limits and delivers results,” amp CPO Amir Levanon said. “Partnering with Flex empowers our customers to invest in their health seamlessly, using pre-tax dollars to access our smart fitness device without financial barriers.”

Unlike traditional at-home fitness equipment, which tends to be bulky, amp’s gym system is noticeably stylish and compact but mighty. It has a minimum weight of 5 pounds and the flexibility to level up to 100 pounds of digital resistance. 

Users can easily adjust weight amounts in real time or manually, and there are three smart resistance modes available: Fixed, Band and Amplify. Fixed mode maintains constant weight throughout the entire range of motion, while Band adds resistance the further a user gets from the starting position. Amplify mode adds resistance when returning to the starting point. A subscription-based app guides users through gamified workouts and allows users to participate in challenges and compete on the leaderboard. 

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

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

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

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

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

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

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

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

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Interactive Strength Inc., maker of fitness equipment under Clmbr and Forme, has struck a deal to acquire German-connected fitness and equipment company Sportstech, which sells indoor fitness equipment like the sBike Lite, sWalk Treadmill and sTread Fold.

A binding transaction agreement has been signed and the deal is expected to close in early April. Sportstech serves customers in Germany, Austria, Switzerland, France and Spain.

“At Sportstech, we’re focused on a world where fitness and health are accessible to everyone and attractive to anyone,” Sportstech founder and CEO Ali Ahmad said. Ahmad founded the company in 2012 and will join the TRNR board upon closing of the deal.

“TRNR’s equipment, distribution and finance experience as well as its Nasdaq listing represent the resources our employees and customers need to grow our fitness community without sacrificing quality of experience or outcomes,” Ahmad continued. “We’re very excited to bring our mission of helping everyone achieve their fitness goals to even more people, across more markets.”

TRNR founder and CEO Trent Ward stated that the deal is a huge leap forward for both companies — one that accelerates their joint ability to serve both consumers and businesses and grow globally. Ahmad and Ward both discussed the opportunities in the health and wellness market during a fireside chat at the Connected Fitness & Health Summit.

“In Ali and Sportstech, we have the ideal partner – an experienced and successful founder of a highly complementary fitness platform who bootstrapped his way to eight figures in profitable revenue and is motivated to grow even further and faster,” Ward said. “This is a proud day for the teams from both companies and a major boost for our ability to create shareholder value.”

Last December, Interactive Strength secured exclusive distribution in Metropolitan France and French Regions with French training and equipment brand Planet Fitness SAS — a three-year agreement that will yield a minimum commitment of 162 Clmbr units for Planet Fitness SAS.

“The global health and wellness market is growing, but also fragmented,” Ward added. “There’s a significant opportunity to create shareholder value by consolidating a portfolio of quality businesses that offer a variety of equipment, training and content to different types of customers, across many markets. Sportstech is exactly that kind of business, with an experienced, sophisticated team that’s also passionate about fitness.”

Before the announcement, Interactive Strength noted that Germany is the second-largest fitness market —second only to the U.S.—and is expected to be worth an estimated $6.8 billion by 2027. In a post on its website, the company stated that international expansion is one of the key pillars of its growth strategy, highlighting that it had established a presence in France, Saudi Arabia, Indonesia and the UAE in 2024.

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Coral, a women’s digital health startup, has secured $4.1 million (CAD) from a seed funding round for its new virtual care platform centered on women navigating perimenopause and menopause.

Brightspark led the round, which included participation from Diagram, The51 and angel investors.

“Women navigating menopause should live their best years,” Coral co-founder and chairwoman Anna Chif said. “Yet, far too many of us unnecessarily struggle with health issues. We offer effective solutions for women to achieve optimal health by leveraging the latest validated research and best practices.”

Chif is no stranger to the preventative health space, having co-founded Dialogue, a Canadian telemedicine provider that went public in 2021 before being acquired by Sunlife Financial in 2023.

“Women navigating menopause should live their best years. Yet, far too many of us unnecessarily struggle with health issues,” Chif added. “We offer effective solutions for women to achieve optimal health by leveraging the latest validated research and best practices.”

The new platform offers women health assessments such as at-home blood testing, body composition scan analysis, in-depth health questionnaires, personalized care plans supported by medical experts, and integrated support, including access to prescriptions when necessary and lifestyle guidance.

“Coral aims to solve the health impact of menopause symptoms by empowering women with accessible, personalized care,” Coral co-founder and CEO Fiona Lake Waslander said. “It integrates a medical-first approach with lifestyle behavior change support, all delivered through leading-edge technology. Our digitally-powered platform and seamless experience ensures our members feel supported and thrive during their menopause journey and beyond.”

Sophie Forest, partner at Brightspark Ventures, noted that the firm is proud to back the Coral team.

“Women’s digital health has long been underserved, and Coral is set to redefine care, improve millions of lives, and seize a massive opportunity,” Forest added.

Elsewhere in the industry, perimenopause and menopause-related programs have been recently added to Equinox Hotels and Canyon Ranch, signaling a growing trend.

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Shed is the latest health and wellness brand to partner with Truemed, a platform enabling consumers to direct their pre-tax Health Savings Accounts (HSA) and Flexible Spending Accounts (FSA) for health-related purchases, such as Shed’s supplements and nutrition products.

Consumers can either use their HSA/FSA cards at Truemed’s checkout or use their personal credit card and submit for reimbursement. The platform also provides letters of medical necessity.

“At Shed, we believe that health and wellness should be accessible to everyone and our partnership with Truemed makes that vision a reality,” Shed CEO Morley Baker said. “Now, our customers can use their HSA/FSA funds to purchase our supplements and nutrition products, making it easier for them to prioritize their health while saving money. This is a game-changer for anyone looking to enhance their wellness journey.”

Shed recently launched Clear Protein Hydration, a refreshing alternative to thick protein shakes.

In an interview last month with Athletech News, Truemed co-founder and CEO Justin Mares shared that many consumers are still in the dark on how easy it is to use HSA/FSA funds.

“Part of this is because, prior to a platform like Truemed, the process was much more arduous for these specific types of purchases,” Mares said. “Consumers would have to schedule a doctor’s appointment, describe their health history and goals in detail, ask them to fill out a Letter of Medical Necessity (LMN), pay a fee, and then wait potentially for weeks for their claim to be approved. Our goal is that by integrating all of this directly into the payment flow – it’s as easy as clicking “Pay with HSA/FSA” at checkout – people will be able to empower themselves to use pre-tax savings for products that manage chronic diseases but that may not previously have been recognized by medical institutions as preventative medicine.”

Mares said that during his time at Truemed, the platform has empowered nearly 200,000 Americans to purchase “root-cause items” with HSA/FSA funds.

“We’re confident that this movement will only continue to grow as more people catch on and realize the potential of what they can access,” he added.

The platform has forged partnerships with several other brands, including Peloton, CorePower Yoga, Crunch Fitness, CrossFit, Momentous and Plunge.

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Kim Kardashian’s Skims, the famed shapewear and loungewear brand with a $4 billion valuation, is teaming up with Nike to introduce NikeSkims to women athletes, offering a line of training apparel, footwear and accessories.

The iconic activewear and footwear brand says the launch of NikeSkims builds on its dedication to growing its women’s business, which it showcased in “So Win,” its recent Super Bowl LIX ad featuring athletes Jordan Chiles, Caitlin Clark, Sha’Carri Richardson, A’ja Wilson and Sophia Wilson.

Nike’s deal with Kardashian could help revive its slumping sales and follows Nike CEO Elliot Hill’s appointment last October. A former Nike executive, Hill was brought in to turn the company around, succeeding former CEO John Donahoe. Shares of Nike have already risen following the NikeSkims announcement.

“We’re energized by the opportunity to build a new brand and shake things up for the next generation of athletes with NikeSkims,” said Heidi O’Neill, president of consumer, product and brand at Nike Inc. “This partnership brings together the best of both brands and unlocks an incredible opportunity to disrupt the industry with our shared passion and commitment to innovation. We will invite even more athletes into sport and movement with product that makes them feel strong and sexy.”

The two powerhouse brands emphasize a joint message: “If you have a body, you are an athlete,” reinforcing NikeSkims’ appeal to female consumers of all shapes and sizes. The new line is expected to feature functional, flattering pieces designed for both training and everyday wear, available in extended sizing.

“Nike and Skims share a deep commitment to innovation, inclusivity and pushing boundaries, driven by an unwavering belief in the power of women,” Skims co-founder and chief creative officer Kim Kardashian said. “This partnership is the culmination of that shared vision, delivering product that is meticulously designed to sculpt and perform for every body.Every single detail has been obsessed over and carefully considered.”

NikeSkims will debut in the U.S. at select retailers and online this spring, with a global rollout planned for 2026.

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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Financing your first fitness franchise is a pivotal step toward successful ownership. Understanding the available funding options and strategic tips can help you navigate this process effectively. Here’s a basic guide to get you started.

1. Small Business Administration (SBA) Loans

The SBA provides loan programs designed to help small business owners, including franchisees, access financing with favorable terms and reduced down payments. By partially guaranteeing the loan, the SBA lowers lender risk, making it a popular choice among first-time franchisees. The SBA 7(a) loan is one of the most commonly used programs for franchises, according to Guidant Financial, offering loans up to $5 million with terms up to 10 years for working capital and 25 years for real estate. Qualifying for an SBA loan generally requires a solid credit history and a comprehensive business plan detailing revenue projections, expenses, and growth potential.

2. Traditional Bank Loans

Conventional bank loans are another financing option that may be available to franchisees with strong credit, collateral and a detailed business plan. Banks often prefer lending to established franchises with strong brand recognition, as it lowers their risk. Interest rates and terms vary between banks, so franchisees are advised to shop around, comparing terms, interest rates, and repayment schedules. A well-prepared loan application, highlighting the brand’s industry performance and your business acumen, can increase your chances of securing a favorable loan (GoTeamUp).

3. Franchisor Financing Programs

Some fitness franchises offer in-house financing options or have partnerships with specific lenders to help new franchisees get started. These programs can cover initial franchise fees, equipment costs, and even real estate, depending on the franchise model. For instance, Snap Fitness provides its franchisees with customized financing options through partnerships with dedicated lenders, helping franchisees manage their start-up costs with greater ease. Franchise financing programs often come with flexible repayment schedules, enabling new owners to start generating revenue before repaying the loan fully.

4. Rollovers as Business Startups (ROBS)

ROBS allow entrepreneurs to leverage funds from their retirement accounts, such as a 401(k) or IRA, to invest in their business without incurring penalties or taxes. The process involves setting up a C Corporation, establishing a new retirement plan under this corporation, and rolling over existing retirement funds into it. This enables you to buy stock in the new company, essentially self-financing your franchise. 

While ROBS can be a beneficial option for those with significant retirement savings, the process requires strict compliance with IRS guidelines, making professional guidance essential to avoid complications.

5. Alternative Financing Options

For franchisees who may not qualify for traditional loans, alternative financing methods can offer a path forward, according to FM Consulting. Options include equipment financing, where the purchased equipment serves as collateral, and crowdfunding platforms that allow business owners to raise capital from a large pool of smaller investors. Equipment financing, in particular, is popular in the fitness industry due to the high cost of gym machines and technology. Crowdfunding may also work well for fitness franchises, especially those with a unique or community-focused mission that resonates with potential backers.

Tips for Securing Financing:

• Develop a Comprehensive Business Plan: A detailed plan demonstrates your preparedness and the potential profitability of your franchise, instilling confidence in lenders.
• Assess Your Financial Health: Ensure your credit score is strong and your financial records are in order, as these are critical factors for loan approval.
• Consult Financial Advisors: Engage with professionals who specialize in franchise financing to guide you through the process and help identify the most suitable funding options.

By thoroughly researching and understanding these financing avenues, you can make informed decisions that align with your financial situation and business goals, setting a solid foundation for your fitness franchise venture.

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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Epicore Biosystems, known for its sweat-sensing wearables, has secured $26 million in a Series B led by the Steele Foundation for Hope (SFFH). 

The capital will support Epicore’s global ambitions for its personalized hydration and cloud analytics platform and enter new biomarker areas associated with kidney health, women’s health, malnutrition and environmental toxin exposures.

As of now, Epicore offers the Gx Sweat Patch in partnership with PepsiCo and Gatorade, which captures sweat to analyze fluid and electrolyte loss during workouts; the Discovery Patch Sweat Collection System that analyzes sweat to uncover information on hydration, nutrition and stress; and the Connected Hydration wearable and cloud platform geared for industrial workers and their safety.

“Epicore has developed a new class of biochemical sensing wearables that enable the sports, fitness and connected worker sectors to unlock key health and wellness insights,” Epicore CEO and co-founder Dr. Roozbeh Ghaffari said. “Our technology delivers data-driven recommendations to the wearer to help manage these types of challenges. The Series B investment will help expand our global reach and accelerate the validation of new biomarkers needed to shape the future of personalized hydration and wellness strategies for all.”

Notably, Steele Foundation for Hope’s investment in Epicore is as much about improving personal health as it is about supporting those most affected by climate change. Following Epicore’s $10 million Series A in early 2022, the wearable tech company says it has grown its customer base by 24x, serving the energy, construction, manufacturing and aviation sectors. 

“Epicore’s commitment to improving personalized health for those in critical need aligned strongly with our mission to improve the quality of life for people in need worldwide,” Steele Foundation for Hope CEO Joe Exner said. “We are proud to back Epicore’s pioneering work in sweat-monitoring technology, an innovation with significant potential to address the critical health challenges frontline populations face due to climate change.”

Rising temperatures have also provided a pathway for other products to emerge, including Otella Cooling Body Spray, which offers clean ingredients and instant cooling for athletes and those who spend a considerable amount of time outdoors.

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U.K.-based boutique fitness group United Fitness (UF) is closing several studios under its umbrella, citing rising rents and overhead costs amid lingering impacts from the pandemic. 

Founded in 2021 and backed by a private London-based investment syndicate, UF owns five boutique fitness brands: Barrecore, Boom Cycle, boxing concept Kobox, Triyoga and Reformcore, which was launched in 2024. The group began a franchising model last summer, intending to establish 150 global locations within five years.

The closures impact the following locations:

• Barrecore & Reformcore Islington 
• Barrecore & Reformcore Mayfair 
• Barrecore Wimbledon 
• Barrecore Kensington  
• Kobox Marylebone

UF confirms it plans to introduce new locations later this year, shifting toward a model that prioritizes multi-use studio spaces for existing concepts and new formats. Two of the new formats—recovery and strength—are currently in development and set to launch later this year as part of UF’s five-year expansion strategy.

UF CEO Malcolm Armstrong penned a letter addressed to members, writing, “We know this news will come as a shock, and we are deeply sorry for the impact this may have on you and the wider United Fitness community. Your loyalty and support have been the foundation of everything we do, and this outcome is not something we take lightly.”

The letter went on to add that UF will be making every effort to “rehome” its staff and instructors across its remaining estate.

Impacted members can upgrade to UF membership and class packs complimentary across all 11 existing sites in London or receive a full refund. The group says they plan to add a “more robust” program of live online classes via UF Connect in the coming months.

The group also provided a list of studios that will remain open and will be central to UF’s plans moving forward:

• Barrecore Wandsworth 
• Barrecore, Reformcore & Kobox Chelsea 
• Barrecore Notting Hill 
• Barrecore & Reformcore St Mary’s Axe 
• Barrecore Hampstead  
• Triyoga & Reformcore Camden  
• Triyoga & Reformcore Shoreditch  
• Triyoga Ealing  
• Triyoga Chelsea  
• Boom Cycle & Reformcore Hammersmith  
• Boom Cycle & Reformcore Battersea  

“United Fitness Brands is experiencing strong growth, driven by the success of our multi-concept studios and the phenomenal market response to our Reformcore concept,” Armstrong noted in a press release. “We are incredibly grateful for our loyal customers and understand that some may be disappointed by changes to their local Barrecore studios. However, as we continue to optimize our portfolio of brands, we are committed to providing even greater access to a diverse range of fitness experiences, ensuring that all our members can find the classes that best suit their needs.”

Elsewhere in London, YMCA closed its 112 Great Russell Street location earlier this month partly due to “demographic changes” in the city and rising operational costs.

As The Fit Guide co-founder Jack Thomas sees it, boutique fitness is going through a “market adjustment.”

“This is no more true than in London,” Thomas posted recently on LinkedIn. “Some boutique brands are thriving – shown by recent acquisitions and investments into [solidcore], Barry’s and, here in Asia, MOVE [REPEAT] Fitness Lifestyle Brands, but the numbers just aren’t working for many locations, and post-pandemic London has been one of the hardest hit.”

Thomas noted that UF’s Kobox, Boom Cycle and Barrecore all offer high-quality experiences and won awards in The Fit Guide’s first round-up, but adds that it’s important to keep in mind that boutique fitness is “relatively young and still finding its place,” but is still rife with opportunities. 

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US Sports Camps (USSC), the largest provider of all-girls sports camps and a licensed operator of Nike Sports Camps has kicked off an initiative celebrating female athletes of all ages through March 31.

The campaign—Girls Are the Future of Sports—aims to empower young female athletes and future champions through a series of inspiring and personal stories shared via video and social media.

The move comes amid significant growth potential in women’s sports, with Deloitte forecasting rising awareness and demand this year and beyond. In a recent report, the firm noted that fans of women’s sports are 54% more aware of sponsors and 45% more inclined to consider or purchase from sponsor brands.

“This initiative is about more than just celebrating female athletes – it’s about empowering girls to believe in themselves and reach their fullest potential,” three-time Olympian and Olympic gold medalist Michelle Carter said. “Through sports, they not only learn valuable skills but also gain confidence, leadership, and the mindset of a champion. I’m excited to be part of a movement that’s helping to shape the next generation of strong, resilient, and successful women in sports.”

Carter, known as “The Shot Diva” for her shot put expertise, is an ambassador for the Girls Are the Future of Sports campaign and the founder of the You Throw Girl Sports Confidence Camp in partnership with U.S. Sports Camps. She will be among several leaders featured in the campaign’s new spotlight series, which includes interviews with female camp directors and staff.

The California-headquartered USSC has over 600 all-girls camps available for young female athletes.

“Connecting girls with opportunities to participate in sports is a priority for US Sports Camps,” USSC chief operating officer Siera Love said. “We believe girls are key to the future of sports and proudly support them with the resources they need to grow their love of sport and succeed. I’ve seen how sports can transform lives, opening doors for girls and building leadership skills and confidence that have been vital to my own success. We are excited to continue creating as many opportunities as possible for girls to grow in confidence, develop their skills and learn how to be great teammates and leaders.”

There’s been a wave of momentum propelling women’s and youth sports lately.

Last November, professional women’s indoor volleyball league League One Volleyball (LOVB) secured $100 million in new funding ahead of its Pro season, led by women-founded private equity firm Atwater Capital, bringing its total raise to $160 million.

In 2024, LOVB doubled its youth programs, expanding to 58 clubs across 26 states and providing athletes with nearly $750,000 in financial aid through the LOVB Foundation.

Athletic training franchise D1 Training has also been steadily growing its brand across the U.S., partnering with NFL players/brothers Sammy and Jaylen Watkins and former New Orleans Saints tight end Josh Hill. The franchise, which serves young athletes and adults, recently acquired Strive Village, a chain of private training facilities in the Chicago area, and hired former F45 executive Elliot Capner. 

Meanwhile, Falcons quarterback Kirk Cousins partnered with ETS Performance, a youth sports performance training center, launching two new facilities in Michigan as a hub for athletes aged 8 to 18. 

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Bevel has just launched AI-powered nutrition tracking, allowing its app users to integrate data directly from their blood glucose monitors. The new feature comes alongside fresh funding led by venture capital firm General Catalyst and South Park Commons.

The New York-based startup says the new capital will accelerate product development and expand the user base of its health companion app.

“Our investors recognize the growing demand for proactive health solutions that go beyond traditional care,” Bevel CEO and co-founder Grey Nguyen said. “Their support allows us to continue building tools that put individuals in control of their health decisions.”

Bevel’s latest nutrition tracking feature taps into a proprietary database of over five million verified food items to ensure accurate nutrient data. With blood glucose monitoring integration, users receive a personalized nutrition score for each meal, helping them discover how their food choices impact their levels. It also offers a more comprehensive view of how nutrition choices affect other health pillars, such as sleep. Bevel is capable of identifying patterns in eating habits and link them to other health metrics, providing tailored insights.

“Nutrition is a cornerstone of health, but it’s also one of the most complex to track accurately,” Nguyen said. “With this launch, we’re making it easier for people to understand how their food choices impact their health in real-time—and how they can make better ones.”

“As we expand Bevel’s capabilities, our goal remains the same: to help people connect the dots between their actions and their health outcomes,” said Ben Yang, Bevel co-founder and CTO.

Bevel integrates with several leading blood glucose monitors, such as Dexcom and Libre.  While such devices were once reserved mainly for medical purposes, blood glucose monitoring systems have become a next-gen wearable for wellness seekers and biohackers. Dexcom and Libre are among the brands that now offer monitors over-the-counter, which has increased access to those invested in their health.

While one may think glucose monitoring systems and traditional wearables are poised to compete, there’s been collaboration already between two major players. Smart ring maker Oura received a $75 million strategic investment late last year from Dexcom. The two have teamed to integrate Dexcom’s glucose data with vital signs, sleep, stress, heart health, and activity metrics from the Oura Ring.

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Y7, an omnichannel yoga brand with a bicoastal presence and studios in New York, California and a studio in Austin, Texas, has been acquired by FitLab. It’s the latest move from the multi-brand performance lifestyle company, having secured $65 million in strategic financing last March. 

The terms of the deal were not disclosed.

Last year was a busy one for FitLab; the company struck a deal with activewear leader Nike to launch Nike Studios, acquired both equipment manufacturer Assault Fitness and performance equipment and apparel brand RPM Training and partnered with GoSaga, an entity that invests in and scales health, wellness, fitness and beauty brands. 

The addition of Y7 adds to FitLab’s already-massive portfolio, which also includes Sanctuary Fitness, Yoga Vida, and Laird Hamilton and Gabby Reece’s XPT, an extreme performance training brand that is prepping to launch a performance wellness studio in Newport Beach, California. 

The deal also comes amid a growing love and appreciation for yoga, particularly among women and high-earners, according the CDC.

Y7 hands FitLab nine studios—a number that is expected to rise. Sarah Larson Levey, Y7 co-founder and yoga instructor, tells Athletech News that she will remain vice president of Y7 as the brand looks to grow. Y7 members can look forward to future collaborations between the brands within FitLab’s portfolio, which Levey shared are already in development.

“Y7 Studio was built on the belief that yoga should be inclusive, empowering, and uniquely personal,” Levey said. “FitLab’s forward-thinking approach to health and fitness makes them the ideal partner for our next
chapter. Together, we’ll continue breaking down barriers in the yoga and wellness space.”

Several vinyasa yoga class types are offered at Y7, some of which are at select locations (such as a breathwork and cold plunge offering at Y7 Silver Lake). Other classes are centered on sculpting and strength. An online component exists for members who can’t make it to Y7 in-studio classes, and for those who want to deepen their practice or become a yoga teacher, there is a yoga teacher training program and continuing education courses.

“Bringing Y7 Studio into the FitLab family is an extremely proud moment for us,” FitLab co-CEO Brian Kirkbride said. “Yoga is a cornerstone of wellness for hundreds of millions of people, and Y7’s innovative approach embodies what FitLab is all about: bold, disruptive brands that resonate deeply with today’s consumers and encourage a greater focus on well-being.”

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