Josh Liberatore

United States

Executive Editor at Athletech News

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Articles

Barry’s Is in ‘Growth Mode’ After Princeton Equity Deal, co-CEO Says

4 days ago | athletechnews.com | Josh Liberatore

Barry’s is eyeing aggressive expansion following a recent strategic investment from Princeton Equity Group, with the popular boutique fitness brand aiming to roughly double its number of U.S. studios over the next few years while also looking to open new international locations. At the ATN Innovation Summit 2025, Barry’s global co-CEO JJ Gantt confirmed those plans in a panel discussion with Princeton Equity Group principal Jack Nagle and North Castle Partners managing partner Jon Canarick.
As Senate Tosses PHIT Act, HFA Calls for Fitness Industry Action

1 week ago | athletechnews.com | Josh Liberatore

The United States Senate has effectively removed the PHIT Act from the tax reconciliation package making its way through Congress, a major blow to the American fitness industry’s hopes of getting expenses like gym memberships to qualify as tax-free medical expenses.
Playlist CEO Fritz Lanman: AI Won't Replace Humans, It'll Make Brands Better

1 week ago | athletechnews.com | Josh Liberatore

Fritz Lanman has a message for every fitness and wellness executive: you should embrace artificial intelligence with open arms, and you shouldn’t worry that AI is going to replace humans. At the ATN Innovation Summit 2025, Lanman, who serves as the CEO of Playlist (parent brand for Mindbody, ClassPass and Booker), sat down for a one-on-one fireside chat with Athletech News founder and CEO Edward Hertzman.
Inside the ATN Innovation Summit: Fitness & Wellness Leaders Usher in a New Era

1 week ago | athletechnews.com | Josh Liberatore

The ATN Innovation Summit 2025 was held this week in New York City, bringing together the brightest minds and best brands across fitness, wellness, health, technology and more for a two-day celebration of the industry’s growth – and a critical look ahead at its future potential. Nearly 1,000 people attended the groundbreaking event, including founders and C-suite executives, PHDs and doctors, and partners at top consulting and financial firms.
CEO Corner: Evan Miller on Building Gameday Men’s Health

1 week ago | athletechnews.com | Josh Liberatore

Gameday Men’s Health is disrupting the traditional doctor’s office in a way we’ve never quite seen before. Founded by Evan Miller, PhD, in 2018 to give men a quicker, more enjoyable and more effective way of taking care of their health, Gameday offers services including testosterone replacement therapy (TRT), erectile dysfunction (ED) treatment and peptides, among others, which are carried out by licensed physicians. It also offers prostate cancer screenings and free testosterone tests.
McKinsey Spotlights ‘Turning Point’ for Fitness & Wellness Industry

1 week ago | athletechnews.com | Josh Liberatore

Global consulting firm McKinsey & Company is bullish on the future of fitness and wellness, citing “clear and plentiful” tailwinds including rising consumer demand. However, the firm also believes the industry is at a “turning point” that will fundamentally change how the sector looks and feels in the years to come.
Why CrossFit Has Signed So Many New Partners in 2025

1 week ago | athletechnews.com | Josh Liberatore

When the 2025 CrossFit Games kick off this August in New York, keen-eyed observers might notice something: a surge of new brands with a visible presence at the Games. In the first half of 2025, CrossFit has signed nine new partnerships, bringing its total number of partners to 20. At this year’s Games, brands like PBfit, Tempo by Home Chef, and most notably, Velites, will make their debuts, joining existing partners such as Rogue and Yeti.
Gen Z, Personal Training Drive Continued Growth for HVLP Gyms

2 weeks ago | athletechnews.com | Josh Liberatore

The Gen Z fitness boom is here, and low-price gyms figure to be among the biggest beneficiaries. According to a research note from TD Cowen, Gen Z is expected to expand the market for high-value, low-price (HVLP) gyms in the years ahead, leading to even more growth for the red-hot category. Personal training is also likely to drive growth for HVLPs – again, thanks in part to Gen Z.
Top Creatine Gummies on Amazon Contain Little to No Creatine, Report Finds

2 weeks ago | athletechnews.com | Josh Liberatore

Some of the bestselling creatine supplements on Amazon don’t contain any creatine at all and are essentially a “scam,” according to a new report. That bold claim is backed up by the results of a new testing program from SuppCo, a supplement tracking platform that raised $5.5 million last year to help people make more sense of the supplement industry. As part of its new testing program, SuppCo buys random supplements off the shelf and sends them to a third-party lab for testing.
CEO Corner: The Edge's Vinny Sansone on Scaling Gym Culture

2 weeks ago | athletechnews.com | Josh Liberatore

For Vinny Sansone, the old phrase “If you love what you do, you’ll never work a day in your life” is undoubtedly true. Sansone, whose dream since middle school has been to own a gym, founded The Edge Fitness Clubs back in 1988 in Connecticut. As the brand’s president, he now runs 43 high-value, low-price (HVLP) gyms and counting with locations in nine states across the Northeast and Midwest.