Key takwaways and insights from the fitness industry’s premier event.
Day one of the second annual Athletech Innovation Summit showcased the breadth of an industry in transformation, with conversations spanning public policy, investment trends, recovery science, longevity, hospitality, digital innovation and the future of fitness as both a business and a cultural force. From bipartisan momentum around preventive health and wellness to investor enthusiasm for Pilates and high-value, low-price gyms, speakers highlighted the opportunities and challenges shaping the next chapter of the fitness and wellness economy. Across panels, a common theme emerged: consumers are demanding more personalized, connected and evidence-based experiences, pushing brands to rethink everything from recovery and strength training to community-building, technology and global expansion. Here are some highlights.
The Perception Gap: Why Consumers Don’t Trust the Fitness Industry
On the heels of its annual Fly In and Advocacy Summit, led by the Health & Fitness Association (HFA), HFA’s interim president Greta Wagner, chief of staff Mike Goscinski and vice president of research Anton Severin, reiterated the interest of lawmakers and policymakers in fitness and wellness.
It’s a rare area of bipartisan agreement, with policymakers noticing the momentum, Severin said. “That’s really a meaningful advantage,” he added.
And when it comes to policymakers, they are just like business owners, Goscinski pointed out. “They’re looking for that ROI; they’re looking to make sure that the decisions they make tomorrow actually have a return on their investment,” he said.
One of HFA’s latest initiatives is a newly launched voluntary program to offer free gym access and optional coaching to any new recruit of the armed services branches, and it did so in coordination with the Department of Health and Human Services and the Department of Defense.
“The future of our industry is about convincing people that movement matters,” Wagner said. “It’s about ensuring that fitness is recognized as an essential and trusted partner in improving health and having a better world.”
— Courtney Rehfeldt
Investment Outlook: Where’s the Money Going in Fitness & Wellness
Investors are generally bullish on the fitness and wellness space, especially Pilates and high-value, low-price (HVLP) gyms, although questions remain over scalability, particularly in markets outside big cities.
“2025 was a catalyst for large brands that were doing extremely well,” said Kyle Perreira, an executive director at JPMorgan, alluding to billion-dollar deals for Crunch Fitness and EoS Fitness.
“I would say 2026 is going to be a little bit of a reset,” Perreira said, although he believes there could be one or two more big deals this year.
In 2027, Pereira expects to see deal flow pick up again as more top brands go on the market, particularly Pilates concepts.
“I think that Pilates is here to stay; there’s a lot of Pilates concepts that are doing extremely well, there’s a lot of white space,” Perreira said.
HVLP gyms should continue to attract investor interest as well.
“HLVP is one of the most exciting segments of fitness, and health and wellness broadly,” said Julia Sublett, a principal at Snapdragon Capital Partners
However, Sublett noted that low-price gym operators looking to attract investment will need to prove they can be successful in different types of markets across the U.S.
“As we look at that segment, it’ll be really interesting to see the quality of that white space as new units get open, which is something that we always fixate on,” she said. “It’s great to have a $7 million AP location in prime Miami, but does that translate to Minneapolis or other parts of the country?”
— Josh Liberatore
From Space to Sports: The Science of Elite Human Performance
Recovery is becoming more holistic, as athletes and high-performers combine mental, physical, emotional and spiritual aspects of feeling better, according to top sports scientists and athletes.
Dr. Josh Hagan, the director of human performance collaborative at Ohio State University, said there’s an increased emphasis on the “mentality of recovery” for top athletes, which includes thinking beyond physical components such as muscle recovery and into mental and emotional aspects.
“What I’m excited about in the world of recovery is now, we’re not just thinking cold and hot, we’ve known that for a long time, and yes, that’s important, but stress is stress,” Dr. Hagan said. “And you need to mentally prepare; you need to mentally recover.”
“We even have some of our mental performance coaches at Ohio State that are doing mental performance sessions in dry float chambers,” he added.
Pro Football Hall of Famer Ray Lewis noted the importance of emotional recovery in driving physical performance.
“Science tells us the body does not separate physical stress from emotional stress,” Lewis noted, adding that it’s important that people “find a way to shut off every day” to reset emotionally.
Lewis, who serves as an ambassador and investor in Ammortal, said he appreciates the recovery chamber for its ability to help people shut off and reset.
“If a machine brings peace, you recover different, you recover better….When I got out of that bed, what’s the first thing I said?, ‘We can change a lot of lives with this,’” Lewis said.
— J.L.
Meeting Members Everywhere: Peloton’s Expanding Fitness Universe
Peloton’s chief commercial officer Dion Camp Sanders took the opportunity to highlight Peloton’s plans to grow its membership well beyond its signature bike and into a broader connected wellness company.
Eighteen months into Peloton CEO Peter Stern’s tenure, that means showing up wherever members already are: on Spotify, in Hyatt and Hilton rooms and inside commercial gyms.
The Spotify deal alone puts more than 1,400 Peloton classes in front of roughly 290 million premium subscribers, and 40% of classes taken since launch have come from outside its six core markets, Sanders said.
Sanders said Peloton’s other priority areas will start to come to fruition: strength and mobility, nutrition, hydration, mental well-being, sleep and recovery.
He also pointed to the connected fitness company’s recent acquisition of Skkōp, a Pilates startup.
“We’re excited to bring that into the Peloton ecosystem, and it will enable us to invest in new experiences that leverage those capabilities,” Sanders said, adding that existing Pilates content saw usage grow 48% year over year.
— C.R.
Can Fitness Become the World’s Next Mega Sport?
Fitness has what it takes to become a big-time spectator sport, at least in terms of participation numbers.
“I think you’re well on your way, because all sports right now dream of having youth participation, having athlete participation.….I think you’re starting to see that in the hybrid-fitness world, for real,” said Chris Schlosser, the senior vice president of media partnerships and innovation at Major League Soccer (MLS).
While Schlosser noted that getting a national media following is still required for fitness to truly become a sport, he believes that’s possible thanks to the rise of social media and user-generated content.
“It used to be that the only thing that mattered was your live TV numbers,” Schlosser said. “Sure, those still matter, and that’s still a key component of any sports business. But you also have to think about now, every athlete has a voice, has a media channel and is going to be broadcasting their experiences, whether it’s on TikTok, Meta, YouTube.”
Matt O’Keefe, the founder and CEO of HWPO Training, believes Hyrox could be the first fitness modality to break through and become a global sport, pointing to the fitness-race’s rising popularity and its Olympic ambitions.
“When, not if, Hyrox is a sport at the Olympics….strap on your seatbelt,” O’Keefe said. “It’s probably the most relatable sport.”
— J.L.
Beyond the Spa: How Luxury Hotels are Redefining Wellness
Sleep, recovery and personalization emerged as recurring themes. Panelists said that travelers are looking for experiences that help them feel better when they leave than when they arrived. Wellness design was discussed, with recovery spaces moving from a fitness center and a few spa rooms in the basement to central features within and throughout the properties. Panelists also mentioned that when it comes to ROI, wellness investments can and should be looked at via lifts in ADR, social media metrics, guest satisfaction, brand recognition and overall hotel performance.
One interesting takeaway centered on the types of wellness experiences expected to endure. While technology and AI continue to shape the guest experience, panelists suggested that foundational practices such as cold plunges, saunas and breathwork have lasting appeal because they are simple, credible and deliver results. Looking ahead, social wellness was identified as a trend to watch.
— Kim Kisner
Rhone: When Instinct Beats Consensus
Rhone founder and CEO Nate Checketts sat down with ATN founder and CEO Edward Hertzman to discuss how the company has set itself apart in a saturated market of athleisure and performance wear. Checketts pointed to the inspiration behind its wellness focus, as the brand has leaned into men’s mental health and its key consumer base of men before expanding into women’s wear just two years ago.
Even amid a world of convenience and instant gratification — as consumers shop for everything from food and clothing to at-home workout equipment and furniture from the comfort of their couches — Rhone is leaning into the in-person shopping experience, Cheketts said.
“Brick-and-mortar is our fastest growing channel,” he said. “I believe in in-person everything right now.”
The brand is hosting 250 in-person events across its 22 stores throughout the U.S., continuing to disrupt the fitness apparel space by setting itself apart from competitors like Nike, Adidas and Lululemon.
“I don’t like the term athleisure because the way it was originally coined in the media world is product that looks active but you don’t actually work out,” Checketts explained. “I hate that. Why would you make something just to look like I want to pretend like I’m exercising?”
“We make product that you can wear and looks professional — and you know that you can still run a marathon in it,” Checketts added.
— Ani Freedman
There’s Money in the Middle: How Mid-Priced Gym Operators Are Adapting to a New Era
HVLP brands like Planet Fitness and Crunch continue to grow while luxury operators like Life Time and Equinox capitalize on lifestyles that increasingly prioritize top-tier wellness optimization, begging the question: where does that leave mid-priced gyms?
Lift Brands / Snap Fitness chief brand & product officer Andy Peat, Purpose Brands chief commercial officer Luis Terife and Onelife Fitness CEO Ori Gorfine came together to discuss where these mid-tier operators fit into an industry growing on both ends, and the potential squeeze that creates for them.
The panelists acknowledged that it isn’t easy, as luxury operators continue upping their game and HVLP clubs make it harder to compete as they keep prices low while leveling up their recovery amenities and boutique-style offerings.
“The key is that you need a clear brand value proposition,” Terife said. “That clarity for both the member and the operator is how you grow.”
Defining that value proposition was across the board essential for the panelists, making members feel they’re getting a luxury experience at a drastically lower price point compared to a place like Equinox.
One thing is clear for these brands: small towns and suburban locales are vital.
“That middle America part is really where we thrive,” Peat told the crowd. Those areas have less direct competition with luxury operators, while drawing in consumers who maybe don’t favor the crowded feel of an HVLP club.
“There’s no inevitable doom for the concept in the middle,” Gorfine noted.
— A.F.
Better Together: How Fitness & Community Drive Health, Wellness & Prevention
AltaDX executive chairman Al Noshirvani was joined by YMCA of the USA chief operating officer Greg Waibel, VP, Diabetes Prevention at the American Diabetes Association (ADA) Charlene Wallace and CEO of both Welld Health & ACAC Fitness & Wellness Chris Craytor to discuss how community-based settings are key factors in preventive health outside of the doctor’s office in an era of GLP-1s and heightened obesity awareness.
“As a community-based organization we’re here to help people, full-stop,” Waibel said from the stage.
Waibel added that the Y has been committed to a 10-year plan to address social isolation and loneliness. “Achievement, relationship and belonging. We know that all of those are drivers of health outcomes,” he said.
“Health doesn’t just happen in the doctor’s office,” Wallace of the ADA added. “We need to have places we can do physical activity in a safe and accessible way.”
She explained that the ADA is working with facilities like the YMCA in collaboration with healthcare providers, creating a referral network that brings people into clubs to support their diabetes care.
Craytor emphasized the importance of a shared goal of preventive health as club operators.
“If your only goal is to simply add a bunch of members, well i think that inauthenticity will come through,” he told ATN. “There is a real opportunity to get some value of that activity, no matter where the consumer is choosing to go.”
Craytor has also observed that GLP-1 users are even more motivated to exercise with renewed momentum from medication-driven results.
— A.F.
Destination Wellness: Redefining Luxury Living & Hospitality
Athletech News CEO & founder Edward Hertzman spoke with SHA & AB Living Group CEO Alfredo Bataller to discuss the latter’s wellness clinic brand and its growth adjacent to the increased consumer demand for wellness. Bataller argued we need to direct more of our attention toward establishing human-friendly indoor environments, even looking at our houses or apartments as wellness platforms rather than just homes.
“It’s funny because 90% of our life is indoors,” he said. “Everybody cares about the conditions of air pollution, but what about your home? What about the details of the place where you spend most of your time…Consider a house a tool for longevity — materials, air, water and creating different scenarios for sleeping.”
Looking specifically at his business, Bataller noted that while he wants to make SHA resorts accessible to anyone within five hours, he doesn’t want to dilute the brand. SHA analyzes around 300 new machines or protocols each year, but only admits 5 to 6 percent of them. Bataller also noted that SHA’s interest is split between Western and Eastern wellness methodologies, calling the combination between each hemisphere something that “defines SHA.”
But while growth in sites and programming for SHA is tempered, the demographics interested in it continues to expand. Battaller shared that when he first started SHA, its attendees were around the same age of his parents, but he now sees models, athletes and younger individuals filling clinics. It’s another clear indication that wellness is becoming an increasingly important priority for consumers
“They’re conscious people,” Bataller said. “They’re looking for the best version of themselves.”
Hertzman and Battaller also took a quick look at the future of wellness and longevity, where Bataller cited a belief that his services will one day become more accessible to everyday consumers, the democratization we’ve seen with technology as evidence. He also pointed to services that stimulate the brain as a promising side of the wellness sector to keep tabs on going forward.
“What’s going to come in longevity, wellness, biohacking in the next 10 years, it’s a progress that we haven’t seen in the last 100,” he added.
— Colin Helwig
Recovery 2.0
Recovery may be more mainstream than ever, but industry leaders say the category is entering a new phase. During the “Recovery 2.0: What Comes After the Cold Plunge?” panel, executives from Frost Locker, Aescape, Wellsystem and Equinox discussed how consumer expectations are evolving from stand-alone modalities to more personalized, data-driven recovery experiences.
Panelists noted that recovery has become part of everyday wellness culture, particularly among younger consumers. Looking ahead, speakers pointed to a future centered on personalized protocols, intelligent wellness ecosystems and evidence-based experiences that deliver measurable outcomes.
— K.K.
Powering the Wellness Ecosysem
Wellness has become a key differentiator across hospitality, cruise and destination wellness properties, according to leaders from Proper Hotels, Therme Group and OneSpaWorld. During the “Powering the Wellness Ecosystem” panel, speakers discussed how consumer expectations have evolved, with guests now expecting the same performance, recovery and wellness experiences they have at home when they travel.
The conversation also highlighted the growing role of social wellness. Panelists noted that recovery and thermal experiences are increasingly being designed as shared experiences that foster connection and community. At the same time, operators are seeing measurable business benefits, from ADR growth and increased group bookings to higher engagement from local and hotel guests.
“People stay three to five hours so it’s like a staycation. Therme Bucharest had a million visitors five years ago and now we are at 2 million annually. We are testing partners since we have consumers for several hours who are used to new wellness ideas.
“Wellness is attracting a different type of customer, one who is more engaged with the hotel, the amenities and the overall experience. We’re seeing local guests book recovery rooms, increased spending across wellness offerings and meaningful lifts in ADR. It’s become a powerful business driver as well as a compelling story for both guests and developers.” said Jamie Mark, SVP membership, partnership and PR, at Proper Hospitality.
— K.K.
Reimagining the Core: Inside Vasa’s Digital Transformation
Joined by Shawn Torkelson and Vadim Bartlow of Coherent Solutions, VASA Fitness’ executives Chris Gribe and Ryan Hawk addressed content and technology as tools to bolster retention and engagement, leveraging their own brand’s transformation as an example. VASA Fitness recently revamped its entire digital approach with new AI solutions that speed up sales and empower growth, a comprehensive member app and more.
“It’s this idea around we’re constantly evolving, not only with the offerings that are in the club, but how we link in technology to be able to keep that member active when they’re inside the four walls, and also outside them,” Hawk said.
The VASA duo went on to discuss its intention to establish seamlessness as well as stickiness through tech, specifically with the app. This not only creates better user experiences, but also frees up gym staff to get more face time with members and create more personable environments. They also explained the line they need to walk as innovators — supplying the right amount of tech-enabled services to improve experiences without getting too outside of their role.
“We’re never going to be a WHOOP,” Gribe said. “We’re never going to be Apple Watch…. There are billion-dollar companies that do this better than anyone else, so we’re not going to fight that battle with our members who are on some other system that we may not have. We just want to be able to pull that in, to give our members the total picture of wellness and health.”
Bartlov also spoke on the importance of community beyond how it’s communicated as a buzzword. Hawk cited the loneliness epidemic and how tech can help divert us away from that. The group then concluded by explaining that regardless of what tech-enabled features they deploy or goals they seek to accomplish, digital enhancements are becoming table stakes for consumers.
“We’ll always have a connection to our primary thing, the physical world, lifting weights, getting on a machine or going to class,” Hawk said. “But I think moving forward, we can no longer accept being low-tech. There has to be a slice of our DNA now that is a technology slice.”
— C.H.
The Power of Positioning: How to Stay True and Stand Out
John Scheer, chief creative officer at Herman Scheer, Scott Maraccio, co-founder and CEO of Myo, Steven Beltrani, CEO of Tracy Anderson and Myles Farmer, co-founder of Othership, met to discuss how they’ve differentiated their brands and the success brought on by those efforts.
Each panelist preached individuality as a key principle to maintain across product design and communications. Beltrani called it the “secret sauce” for Tracy Anderson, while Marcaccio encouraged listeners to think about what they stand against before anything else to determine unique values and carve out an identity. Both help brands avoid diluting their name and product.
“It’s easy to try to be everything, but then you’ll be known for nothing,” said Beltrani.
The group then touched on intentional language as a key tool for effective branding, referencing it as the first entry point for consumers into a brand’s universe. When language is consistent, Farmer argued that members will notice and eventually connect to it. He also agreed that consistent messaging that reflects a brand’s goals and values carries significant weight internally. The panel described that as a powerful culture-building tool, noting that it helps employees stay aligned with a brand’s mission, strengthens retention and creates a clearer pathway for growth and advancement.
“One that’s in place, it’s the strongest bond,” Farmer said. “You start getting the people that care the most.”
The group later highlighted authenticity as a key concept to keep in mind across branding efforts, specifically for Gen Z consumers. It also listed obsessiveness and attention to detail as key attributes for brands looking to stand out with an added layer of hospitality.
— C.H.
Built Different: What’s Next in Strength Training Innovation
Amid a wider societal focus on fitness and wellness, strength training is having its own boom. Founder and CEO Elev8tion Fitness Angel Bajana, Gold’s Gym VP, Business Development & Strategic Partnerships Erin Oncken and Watson Gym Equipment Global Chief Commercial Officer Robert Sawhney sat down with founder & CEO Strong New York & The Strength Club Kenny Santucci to discuss where the strength training sector is going.
Bajana has quickly grown Elev8tion to 10 clubs now, attributing his success to authenticity, while tapping into the trend of community-building around fitness.
“I’m in the trenches, I’m grinding it out and getting my hands dirty since day one,” Bajana told Santucci.
“I’m inspecting every piece of machine. I’m a meathead. I relate with the consumer and I relate with the people in the clubs,” he added. Bajana also noted that when he designs clubs, he intentionally puts the larger pieces of equipment — like squat racks — towards the back so when prospective members are taking a tour, they don’t feel intimidated by bodybuilders and heavy lifters right away.
That approach speaks to general club culture, something which Sawhney said is vital to growing a fitness brand.
“A membership journey needs to start from prejourney all the way up until the end of their membership term,” he said. “The culture of the organization is the one that determines the success of retention.”
A key part of retention and culture-building, Sawhney explained, is accessibility, especially as many newcomers are looking to get into strength training. Offering members the help they need when handling a new piece of equipment is essential, he said.
For Gold’s Gym, not only is it all about authenticity when attracting new potential members interested in lifting, but adapting to the shifting consumer landscape, fueled in part by social media.
“It’s about us honoring the authenticity of what we are and evolving that to what the consumer demands are,” Oncken said. “The consumer is changing. Their expectations have changed.”
Oncken also noted the importance of understanding the wide, and growing, audience that strength training is attracting. “When someone walks into the space, the sweet spot is that the newcomer says to themselves I can start here, and the bodybuilder says I can stay here,” she said.
— A.F.
Exporting Fitness: U.S. Brands Go Global
Top U.S.-based brands are taking their fitness clubs international, which isn’t without its challenges. Athletech News Executive Editor Josh Liberatore chatted with Purpose Brands chief international officer Sander van den Born, Crunch Fitness managing director of international development John Kersh, Barry’s senior VP, franchising & JVs Zachary Collinger and FIT House of Brands chief revenue officer Luke Armstrong to discuss what it takes to bring a brand globally, and which markets are most appealing.
While it may be tempting to set aspirational goals to enter a new country across all of its major cities, Purpose Brands’ van den Born pointed out that isn’t necessarily the wisest strategy. “It’s uncontrollable to manage and support,” he told ATN.
Instead, he said the best strategy is to focus on a small territory or region and build out from there.
Across the board, the panelists pointed out that no matter what market they’re entering, finding the right partner is essential. Someone who will best represent the club culture and have that experience and knowledge to thrive.
Armstrong of FIT House of Brands said that experience shouldn’t just be in one aspect of business — the right partner will be able to wear multiple hats, like managing human resources and operational logistics.
Franchising is appealing for those reasons, with that local owner driving business and growth, van der Born pointed out.
Collinger echoed that sentiment, adding, “The benefit of a franchisee is it’s their risk.” While the company is there to support them at every step, he noted, it’s ultimately their responsibility to take on the challenges and rewards of growing that business.
— A.F.
The Business of Longevity
During ATN’s “The Business of Longevity” panel, three fitness and wellness veterans looked ahead to 2036 with forecasts that went past the usual longevity-is-here-to-stay line.
Anthony Geisler, former CEO of Xponential Fitness and now running Sequel Brands, predicted blood draws will become free, with businesses earning on the supplementation and care the results point to.
Eric Casaburi, founder of Retro Fitness and now CEO of Serotonin Centers, agreed.
“Everything starts with the blood draw. The map starts there,” Casaburi said, adding that an AI layer on top will speed up diagnosis. “You still need your doctors, but I think that’s where it’s probably headed.”
Dr. Renae Jacob, medical director of ULC and Lifeforce, described the two models (traditional health care versus longevity) as complementary rather than rivals.
“I think that if we can do our job really well, which is that proactive preventative space, we can only reflect the launch pad for investments and targeted partnerships,” she said.
— C.R