Strategic intelligence for fitness professionals
Strategic intelligence for fitness coaches, gym owners, and brands. Expert data, analysis, and industry trends to grow your fitness business.
Latest articles (793)
Gen Z and Seniors Are Driving the Gym Market Now
U.S. gym memberships hit a record 77M in 2024, but growth is concentrated in Gen Z adults and adults 65-plus. Here's what operators must do now.
Digital Health Raised $7.4B in H1 2026: What It Means
Digital health raised $7.4B in H1 2026, with AI wearables capturing the largest share. Here's what it means for fitness and wellness brands.
Create Wellness Raises $20M: The Single-Ingredient Brand Bet
Create Wellness raised $20M on a single-ingredient creatine model, signaling that transparency and clinical specificity are becoming the strongest moats in a $100B supplement market under growing regulatory pressure.
Supplement Market Hits $187B by 2031: Where Growth Lives
The global supplements market is forecast to hit $187.22B by 2031. Here's where the real growth is and how fitness brands should respond.
Wearable Tech Raises $1.52B in 2026 So Far
Wearable fitness tech funding hit $1.47B through mid-2026, up 111.67% YoY. But 80% of capital went to just three deals, reshaping the sector.
ACP Pushes Premarket Approval for Supplements
The ACP is demanding premarket evidence review for supplements, a move that could reshape the $60B+ industry's entry barriers and brand strategies.
Crunch's Pilates Rollout Is a Blueprint for Big-Box Gyms
Crunch Fitness's Denver expansion with four 3.0 clubs and built-in reformer studios shows how big-box gyms are systematically absorbing boutique modalities at scale.
Luxury Athleisure's $952B Opportunity by 2035
The global athleisure market hits $952B by 2035. DTC personalization and blockchain authentication are the two levers luxury brands must activate now.
Gyms as Third Places: The Gen Z Revenue Opportunity
Gen Z is driving record gym visits for social reasons, not just fitness. Here's how operators can structurally monetize that motivation.
Athleisure at $422B: DTC Brands Take Share
The athleisure market hit $422B in 2025. DTC brands Vuori and Alo Yoga are eroding Lululemon's lead while Asia Pacific becomes the fastest-growing battleground.
Whoop and Oura: AI Is Redefining the Wearable Market
Whoop's $10.1B valuation and Oura's $900M raise confirm investors are funding AI clinical intelligence, not hardware. Here's what it means for fitness brands.
Mobile Cryotherapy: The Recovery Revenue Stream Gyms Are Adding
Mobile cryotherapy leasing is giving independent gym operators a low-capex path to premium recovery revenue as manufacturer partnerships lower the entry barrier in 2026.
79% of Members Quit Over Poor Equipment. The Fix Costs Less Than Churn
A new PSLT Fitness Solutions report finds 79% of members cite equipment condition as a renewal factor, while reactive maintenance inflates costs by up to 30%.
24 Hour Fitness Is Sold Back to Its Founder — What Mark Mastrov's Return Says About the Gym Industry
Mark Mastrov is back as owner of 24 Hour Fitness, the chain he built from scratch. What his return tells us about gym industry consolidation in 2026.
The Pro Playbook: Build a Longevity Coaching Offer — The Trend That Changes Your Perceived Value
Longevity is now the top fitness client goal in 2026. How to build a longevity coaching offer that commands premium pricing and drives long-term client retention.
77M US Gym Members, Slowing Growth: The Operator Playbook
US gym memberships hit 77M in 2024, but growth is slowing. Here's the operator playbook for retention, revenue mix, and demographics.
PE Exits Synergym: What It Signals for European Fitness M&A
Growth Partner's clean exit from Spain's Synergym signals PE still backs European fitness deals, but only when scale and operational discipline are proven.
The Fitness Market Doubles by 2036: How to Position Now
Three 2026 reports project the fitness market hitting $295–298B by 2036. Here's where operators must invest now to capture that growth.
MyFitnessPal Buys Cal AI: What It Means for Coaches
MyFitnessPal's $40M acquisition of Cal AI signals rapid consolidation in nutrition tech. Here's what it means for coaches who rely on third-party apps.
Hybrid Coaching Is the Baseline Now: How to Reposition
Hybrid coaching is now the default expectation, not a differentiator. Here's how to reposition around niche authority and systems quality to stay competitive in 2026.
Coaching Is a $5.34B Industry: What the Numbers Mean for You
The global coaching industry hit $5.34B in 2026, up 17%. Here's what the ICF data actually means for independent coaches building a business right now.
RevolutionRace Buys ICIW: Activewear Consolidation Moves North
RevolutionRace acquired 90.1% of ICIW on July 8, 2026, signaling a new consolidation phase where profitable European activewear brands use M&A to scale strategically.
Jamieson Wellness Gets a $2B Takeover Bid
Jamieson Wellness received a $2B unsolicited takeover bid, signaling that major consumer goods players are buying supplement trust equity, not building it.
Hexis Raises $2.1M: Personalized Nutrition Apps Are Getting Funded
Hexis's $2.1M raise, backed by Premier League clubs and Tour de France cyclists, signals that personalized nutrition apps are becoming serious infrastructure for supplement brands.