Retro Fitness founder Eric Casaburi launched Serotonin Anti-Aging Centers in 2021; the brand already has nearly 100 franchise units sold

Eric Casaburi grew Retro Fitness into one of the United States’ largest fitness chains, leaving a lasting mark on the popular low-price gym model. He’s now in the midst of doing something similar in the longevity space. 

Casaburi founded Serotonin Anti-Aging Centers in 2021, inspired by his wife’s journey in undergoing hormone replacement therapy and his desire to help aging Gen X-ers feel better as they grow older.

Serotonin, which offers services including medical weight loss, hormone replacement therapy, red-light therapy and even Botox, to name a just few, already has close to 100 franchise units open or in development. 

There’s likely much more growth to come; Serotonin has inked recent deals to bring locations to metro areas including Chicago and New York, and is actively pursuing more expansion. If all goes according to plan, Casaburi believes the brand can support up to 1,000 franchise locations in the U.S.

Casaburi spoke with Athletech News about his impressive background in fitness and wellness franchising, why he decided to create Serotonin Anti-Aging Centers, and why longevity services represent the “next iteration of fitness.”

The following conversation has been lightly edited for clarity and length. 

Athletech News: Can you tell us about your background in the fitness and wellness industry? 

Eric Casaburi: I’ve worked in gyms since I was a teenager. I started out pulling urinal cakes and cleaning out locker rooms, that was my first job so I could work out for free. I started my first business, a fitness center, when I was in my early 20s. We were very successful – I opened up a second and third gym, and then realized I wanted to scale a business. 

I created Retro Fitness in 2000, trademarked it in 2004, converted my first store in 2005 and we launched franchising in 2006 (Retro Fitness now has over 100 locations). My target audience back then was Generation X, which is me. I just turned 50, but back then, I was in my mid 20s. Any guy who looks at a weight in their 20s puts on five pounds of muscle. If you stare at a treadmill in your 20s, you lose three pounds. You’re just an incredible candidate for exercise. 

That Generation X target client has since aged. They’ve unfortunately seen a substantial decline in their hormones and haven’t understood why. These same people are going to gyms now and quitting, saying, “I’m not getting results anymore, I don’t feel the energy, I don’t have all these great assets that age gave me.” What age was giving you was really just optimized hormones. 

credit: Serotonin Centers

ATN: What ultimately convinced you to step down as Retro Fitness CEO in 2019 and take the leap to start Serotonin Anti-Aging Centers?

EC: My wife, Kim, is the true inspiration for the Serotonin brand we see today. While we were growing Retro Fitness, Kim had multiple miscarriages between our second and third child. We finally had our third child, but that wasn’t until we went to a very smart doctor who told us Kim didn’t have a conception problem, she had a gene issue. 

When Kim hit 40, she went into early menopause from all the pregnancy complications. She didn’t know what was happening, she thought she was having a nervous breakdown. We finally found a doctor who decided to test her hormones. She went on hormone replacement therapy and it was life-changing. If you see my wife now, she’s 51 years old and she looks like my daughter’s older sister. She can do more pull-ups than you and I put together, she does Pilates four times a week and she’s gorgeous. But if she showed you her picture at age 41 or 42, you’d be like, “Wow, who’s your depressed, overweight sister?”

We realized it wasn’t just Kim who was going through this heartache. Men go through it, too. As men get older, their testosterone and libido decrease. So I started spending more and more time at anti-aging and med-spa conferences. Serotonin Anti-Aging Centers is just the next iteration of fitness. 

ATN: What types of services does Serotonin offer?

EC: We do hormone replacement therapy, peptides, medical weight loss – all these cool drugs you hear about on the news like Ozempic and Wegovy, we use the compounded versions. We do hyperbaric chambers, red light therapy, inflammation management, IVs, all these amazing things. 

We also do aesthetics – I just got microneedling done on my face to make my skin look even younger. It’s amazing what we can do.

credit: Serotonin Centers

ATN: What services are most popular among Serotonin clients? 

EC: Weight loss is always the lowest-hanging fruit, but there are so many underlying conditions that we uncover. We love using weight loss as the gateway because we know you’ll come in for that challenge, but what we uncover through your bloodwork is what’s really going on with you. 

When we look at people’s bloodwork, we can say, “You have a substantial decline in your testosterone (if you’re a male). The reason you have this visceral fat is because your body’s kind of working in reverse right now.” People call that aging. 

ATN: What are the typical demographics of Serotonin’s core customer base?

EC: We see a huge audience, and it’s getting younger. Gen X was originally our target audience, but it’s really shifted. For aesthetics, we’ll see people in their 20s; weight loss starts at any age. Our hormone replacement therapy audience is probably somewhere in their mid 30s to early 60s. But we also see people a decade after that and a decade before that. 

credit: Serotonin Centers

ATN: Why do you think the market for wellness and longevity services has grown so much over the past few years? 

EC: I think the pandemic was an incredible eye-opener. People became enlightened to how little control they’d been given over their health and then more enlightened to how much control they actually could have over their health when they started to do their due diligence.

I also think people are getting access to more information – and good information. We don’t really have to advertise much about why we do what we do because every podcaster in the world is talking about it, from Joe Rogan to those like Andrew Huberman, Peter Attia and Rhonda Patrick. You couldn’t find these people three years ago. Now they’re everywhere. 

ATN: From a business perspective, what makes Serotonin Anti-Aging Centers stand out from other wellness and longevity franchises that are popping up across the country?

EC: One of the easiest things to point to is our experience. I’ve been in the franchising space for 20-plus years – this is not a simple business to be in. We’ve spent a ton of money and financial resources as well as sweat equity building out the model we use. We understand franchising, which means we understand supporting franchisees. 

A lot of people get into franchising because they have a successful store or a widget. But when you’re in franchising, you’re in the education business. It’s not the business of running a hotdog stand or a coffee shop; it’s the business of teaching entrepreneurship, management and skills. 

ATN: How big can Serotonin Anti-Aging Centers become?

EC: We’re a cash-based business because most insurance doesn’t cover this stuff today, unfortunately. Aesthetics and all those wonderful things are usually for more affluent (customers), so we’re not going to be in every single community. 

I’d say we’ll get to 700 to 1,000 units in this business in the continental United States, and we’ll scale it and grow at a very good pace because we’re going slower to go fast, intentionally. We probably could have almost three times the amount of franchises sold if we were selling (one and two-unit franchise deals) in communities we don’t want to be in. But we say no to candidates more than we say yes because we want the right fit for our brand.

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Tage Flugeim, who was the first to take Barry’s outside the United States, is betting big on BFT, the group strength and conditioning brand owned by Xponential Fitness

Tage Flugeim, the fitness entrepreneur credited with launching the first Barry’s outside of Los Angeles, in Norway, is now expanding Xponential Fitness’ Body Fit Training (BFT) brand in Scandinavia following a master franchise agreement that will see the establishment of up to 50 studios.

Since its inception in Melbourne, Australia, in 2017, BFT has landed athlete franchisees such as Tim Paine, Robbie Farah and the Aubusson brothers, and hit a milestone in March 2024 with the opening of its 300th studio.

Xponenital Fitness acquired the boutique strength and conditioning brand in 2021 and has big plans to scale it in North America, but BFT is making headway across the globe, including in Europe.

Flugeim is eager to expand upon that success, overseeing operations for a trio of flagship BFT locations in Norway, Denmark and Sweden that will serve as a successful model for future locations across the Scandinavian region.

“The first part of the plan is to get these three flagship studios open within a year, or as soon as possible — one in Oslo, one in Copenhagen and one in Stockholm,” Flugeim tells ATN, adding that BFT’s Oslo location has targeted late October for its opening.

After those three initial locations are established, Flugeim plans to build partnerships and attract sub-franchisees with the goal of opening 20 studios in the first five years and 40-50 BFT studios across Norway, Denmark and Sweden within ten years.

Hungry for Boutique Fitness

BFT’s coach-led, 50-minute group strength and conditioning classes provide a fitness experience that Flugeim says is ideal for the Nordic markets, and he’s confident that it will resonate with fitness consumers as he takes what he’s learned from his 15 years developing the HIIT-based Barry’s in the Scandinavian market. 

“When we opened Barry’s in Norway, there was really no one else like us, so we had to teach the population what boutique fitness was, and that’s a whole different story now,” Flugeim says. “And also, franchising wasn’t that common in Scandinavia, especially in the fitness industry back then. Now it’s much more normal. But still, we don’t have that many brands.”

credit: Xponential Fitness

Ideal franchise partners range from personal trainers who want to advance their career by opening their own studio — “BFT would be perfect for those (individuals),” Flugeim says — to business partners who are thinking on a grand scale and may pursue an agreement for the Southern part of Sweden, for example.

“Right now, my doors are open for everyone who wants to talk,” Flugeim adds. 

‘Back to Basics’ Approach Resonates With Consumers

The entrepreneur believes BFT’s systematic approach to scientific, progression-based and strength-focused workouts separates it from the boutique fitness pack. It’s also what attracted him to the concept in the first place. 

“A lot of brands tend to go in that ‘nightclub direction’ — like red lights, DJ, champagne,” Flugeim points out. 

In contrast, he says BFT is more “back to basics,” with a focus on the workout without all the extras.

credit: Xponential Fitness

“I can really see a place in the market for this right now,” Flugeim says. “Over twenty percent of the population in Sweden and Denmark are members of a health club of some sort, and health is really high on the agenda at the moment.”

The post Master Franchisee Has High Hopes for BFT, ‘Back to Basics’ Fitness in Europe appeared first on Athletech News.

If you’re ready to upgrade your greens powder, or just try one that actually tastes good, look no further than Solluna’s Glowing Greens Powder

All products featured on Athletech News are independently selected by our editors. However, when you buy something through our retail links, we may earn an affiliate commission

Solluna founder Kimberly Snyder is a multiple-time New York Times Bestselling author, nutritionist, and meditation teacher who has worked with celebrities including Reese Witherspoon, Channing Tatum and Kerry Washington.

A holistic lifestyle brand, Solluna offers supplements, wellness products and meditations. One of its latest launches is the Glowing Greens powder, which includes 7 different ingredients for vitality, beauty and health.

Athletech News put the Glowing Greens Powder to the test to see how it stacks up to its competitors in the popular greens powder space.

Pros

Many greens powders have a grassy aftertaste that consumers have grown to expect. Contrastingly, Glowing Greens Powder has a subtle and sweet aftertaste that is made even better by mixing it into smoothies or coconut water. Unlike many powders, it doesn’t include kale or spinach, which helps prevent a strange aftertaste. 

The powder was inspired by the popularity of Snyder’s Glowing Greens Smoothie, a celebrity favorite. The Glowing Greens Powder is meant to boost her smoothie recipe or be taken on its own. 

The powder’s ingredients include amalaki, an adaptogenic berry from India known for its rejuvenating properties; ashitaba, which supports cellular health and youthfulness with beta carotene and vitamins K and E; and cordyceps, a mushroom for energy and endurance.

The Glowing Greens Powder also includes moringa, which is packed with antioxidants, spirulina, which is a source of amino acids, and monk fruit, a sweetener that offers anti-inflammatory properties, along with chlorella, which has detoxifying properties.

credit: Solluna

With only 7 ingredients, the simplicity of the powder is unique on the market. Most greens powders have a laundry list of ingredients, with some including added sugar or other non-beneficial ingredients. 

I appreciated that the formula did not include stevia or any added sugar but was still sweet. Particularly on warm days, having the powder on its own, in coconut milk or in a smoothie was refreshing and energizing. 

credit: Solluna

Cons

Unlike some of its competitors, which have vitamins and minerals listed, Glowing Greens Powder doesn’t have such information clearly listed on its packaging. I wish there’d been more comprehensive information to read to understand the products’ benefits. 

In addition, each container has 30 servings and costs $47. Although there is a subscription option that allows for 10% off, the product remains fairly expensive even at $42.30. Without the subscription discount, each serving is around $1.50, and with around $1.40. While this is comparable to other brands and far less expensive than some, like AG1, without the nutritional information clearly listed, some may find it more difficult to quantify and justify the price. 

Final Thoughts

Glowing Greens Powder is one of the best-tasting greens products on the market, with a subtle but sweet taste perfect on its own or mixed into other beverages. If you’re looking for an energizing and delicious greens powder, look no further. 

Read more ATN Product Reviews here.

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Technogym founder Nerio Alessandri points to an evolution in the significance of gym-based athletic training, which has expanded alongside on-field training across all sports

As the world’s top athletes and spectators gather for the 2024 Summer Olympics in Paris, there is excitement in the air, a shared passion for sport. There’s also, as usual, Technogym, the official and exclusive supplier of the cardio, strength and functional training equipment for those competing in the Paris Games.

It’s the ninth time the Italian fitness equipment and technology giant has been tapped to prepare athletes for the Games, a recognition of Technogym’s role and expertise in elite sports training. 

Nerio Alessandri, the founder and president of Technogym, says that as a trusted, long-time Olympic Games partner, Technogym has witnessed an evolution in the significance of gym-based athletic training, which has expanded alongside on-field training across all disciplines — and Technogym has been more than happy to lead the charge.

World-Class Equipment for World-Class Athletes

In Paris, Technogym has equipped 29 training centers with 1,200 pieces of equipment for athletes to train before and during the games. The main training center, located in the Olympic and Paralympic Village in Saint-Denis, is designed for all sports disciplines, while additional sports-specific training centers are found at competition venues and off-Paris Olympic Villages, including in Lille, Marseille and Tahiti.

Technogym has also provided a team of professional athletic trainers to support athletes and offer related services, including gym layout, installation and technical expertise.

Paris 2024 athletes have the ability to train on Technogym’s leading cardio, strength and functional training smart equipment, which are merged into the Technogym ecosystem of connected products, apps, software and artificial intelligence, allowing athletes to access their personal training programs both on the equipment and via the Technogym app.

credit: Technogym

“At the Village, the athletes will also find the new innovation Technogym Checkup,” Alessandri says, referencing the AI-powered, health and longevity-focused assessment station that the fit tech brand earlier this year.

“Once the athlete logs in, Technogym Checkup scans the body composition and analyzes strength and cardio performance (through activities on equipment within the Technogym Ecosystem), balance, mobility, and cognitive abilities,” Alessandri explains. “Then, the Technogym ecosystem’s AI Coach sets targeted training protocols that can be adjusted to focus on improvement areas.”

credit: Technogym

Being named the official and exclusive supplier of fitness equipment for those competing in the Paris 2024 Olympic and Paralympic Games is an honor for the global fitness company, but it also gives Technogym an edge in continuing to raise the bar. 

“The Olympics for us are like Formula 1 for the car industry: working with Olympic athletes means a lot to us in terms of research, innovation and feedback,” Alessandri says. “We constantly work towards achieving perfection and setting new standards in terms of biomechanics, ergonomics, safety, performance and ease of use.”

“Industry operators who choose Technogym can proudly tell their clients they are providing the same equipment and training experience used by top champions,” he adds.

credit: Technogym

Championing Fitness as Medicine

Technogym, which is leading the way at a time when the importance of fitness and wellness takes center stage, has long promoted a philosophy of ‘exercise as medicine’ — a simple yet clear message that rings loudly against the thrilling backdrop of the Olympics.

“The Olympics are the global event that promotes the culture of sport and spreads the message that physical exercise is important in all aspects, for health, social connections and in general for the wellbeing of the population,” Alessandri points out.

It’s a mission that Alessandri says Technogym fully embraces. Alongside its role as official supplier, the global fitness brand is launching “Let’s Move for Paris,” a social media campaign to engage and encourage athletes and fitness enthusiasts to move for a better and healthier world.

“The athletes, by training in the Technogym Centers, will accumulate their Moves – our unit of measurement for movement – which will be added daily to a large digital counter and inspire citizens to join the movement and promote the culture of wellness in their communities, moving more and more often, and contributing through the Technogym app to increase the number of Moves collected,” Alessandri says.

At the end of the games, Technogym is also leaving a physical legacy of its commitment to sports and athleticism, donating a complete Technogym Outdoor solution for a public park in the city of Paris.

The post As Technogym Heads to Paris Olympics, Fitness Demand Has Never Been Higher appeared first on Athletech News.