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 (596)
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.
TRNR Acquires STEPR: Equipment Consolidation Accelerates
TRNR's acquisition of STEPR and $50M+ revenue guidance signals fitness equipment is entering a multi-brand platform era driven by M&A, not organic growth.
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.
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.
TRNR Acquires STEPR: The Connected Equipment Signal
TRNR's $6.7M acquisition of STEPR signals accelerating consolidation in connected gym equipment. Here's what it means for your vendor strategy.
Fitness M&A in 2026: What Operators Need to Know Now
Fitness M&A is accelerating in 2026, from TRNR's $6.7M STEPR acquisition to PE-backed studio rollups. Here's what mid-market operators must do now.
TRNR Acquires STEPR: What Coach-Tech Consolidation Means
TRNR's $6.7M acquisition of STEPR pushes its 2026 revenue past $50M. Here's what coach-tech consolidation means for your business leverage.
Personal Training Is 47% of Gym Revenue: The Strategic Read
Personal training now accounts for 47% of global gym revenue in 2026. Here's what that means for your negotiating position and business strategy.
Country Life Buys Aura Cacia: Wellness Brands Consolidate
Country Life acquired Aura Cacia from Frontier Co-op on July 6, 2026, signaling that natural wellness brands are consolidating around trust rather than building new categories from scratch.
The Global Fitness Market Hits $142 Billion in 2026 — and It's Just Getting Started
The global fitness market reaches $142.62B in 2026, projected at $298B by 2034. Who's capturing this growth — and what it reveals about the winning models.
The HYROX Effect on Gyms: A Structural Trend, Not a Passing Phase
The HYROX effect on gyms is structural: engaged and loyal members, growing functional programming demand. How to integrate HYROX into your offering without overhauling your entire facility.
Longevity Coaching: How to Build a Premium Offer That Sells on Different Terms
88% of clients prioritize longevity in 2026. How to build a premium offer with longer commitments, justified pricing, and an underserved 40-65 target demographic — the strategic guide.
When 64% of Trainers Use AI, What Actually Makes You Indispensable?
When 64% of trainers use AI, how do you stay indispensable? The 5 elements AI can't replicate — and how to articulate them in your communication in 2026.