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5 days ago | 
athletechnews.com | Josh Liberatore
In-person fitness continues to thrive as we move further from the pandemic. High-value, low-price (HVLP) gyms are undoubtedly leading the way, expanding across the U.S. and internationally at a rapid clip amid strong visitation numbers. Over the last few years, HVLP gyms have certainly embraced the “high value” part of their name, offering an ever-more premium set of amenities and equipment that makes it hard to distinguish between a gym that costs $15/month and one that charges $150.
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6 days ago | 
athletechnews.com | Josh Liberatore
Fitness industry leaders showed up to Washington, D.C., in bigger numbers than ever before to push for passage of the PHIT Act and speak with members of Congress on topics such as tariffs and the FTC’s upcoming “click-to-cancel” rule. In total, 135 people attended the Health & Fitness Association’s fourth annual Fly-In and Advocacy Summit, held in Washington earlier this week.
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1 week ago | 
athletechnews.com | Josh Liberatore
WASHINGTON – While President Trump’s tariff plan continues to cause disruption and confusion across all industries, lobbyists and political insiders called on fitness industry stakeholders to lean into their ties to the preventive healthcare movement to potentially soften the blow. However, some tariff disruption is inevitable, and it will affect the fitness industry, they warned.
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1 week ago | 
athletechnews.com | Josh Liberatore
Pilates Addiction, a bold evolution of the traditional Pilates studio, is opening its first location in West Hollywood, marking the start of a national rollout that will potentially redefine the popular group fitness modality. The new brand will be led by CEO Sarah Luna, the former president of Xponential Fitness and an executive at brands including Club Pilates and Pure Barre.
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1 week ago | 
athletechnews.com | Josh Liberatore
Probiotics maker Pendulum Therapeutics is hosting its first-ever virtual Next Gen Gut Health Summit, an event featuring executives, doctors and gut microbiome experts. Set for May 14, the virtual event is open to consumers and healthcare providers interested in learning more about how the gut microbiome and novel probiotic strains can impact overall health.
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1 week ago | 
athletechnews.com | Josh Liberatore
Australian Pilates brand Your Reformer is hosting an immersive five-day pop-up event in New York City, its latest push into the United States fitness equipment market. Following the launch of its Pilates reformer rental program in the Northeast last month, Your Reformer’s pop-up event kicked off on Friday, May 2, in NYC’s NoHo neighborhood. The event continues on World Pilates Day this Saturday, May 3, with a unique 24-hour experience.
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2 weeks ago | 
athletechnews.com | Josh Liberatore
AG1 is going all in on science as it looks to fend off competition in the fast-growing all-in-one nutritional supplement category. The brand formerly known as “Athletic Greens” has launched AG1 Next Gen, its first product reformulation since 2016. The new green powder supplement contains added vitamins and minerals and upgraded probiotics, which AG1 says have been shown in clinical studies to support gut health and plug common nutrient gaps – even among healthy eaters.
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2 weeks ago | 
athletechnews.com | Josh Liberatore
The treadmill is probably the most quintessential piece of gym equipment, available in just about every fitness facility across the world. It’s also, arguably, one of the least inspiring, typically viewed as a necessary evil for burning fat or a substitute for outdoor running during bad weather. The rising popularity of strength training further threatens the treadmill’s future as gyms increasingly prioritize free weights and functional training spaces over cardio equipment.
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2 weeks ago | 
athletechnews.com | Josh Liberatore
These are exciting times for Orangetheory Fitness. Fresh off one of the industry’s biggest merger deals in recent memory, the highly popular group fitness brand named restaurant and healthcare executive Lauren Cody as its new president in January.
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2 weeks ago | 
athletechnews.com | Josh Liberatore
High-value, low-price (HVLP) gym chains are poised for continued growth, fueling a wave of consolidation that could see mid-tier gyms and smaller mom-and-pop operators get swallowed up, analysts predict. According to a new “State of the Fitness Market” report from investment bank Lincoln International and L.E.K. Consulting, HVLP gyms and luxury clubs are outperforming the market, while mid-tier brands are falling behind.
