With Freemotion’s 22 Series, Cardio Is a Member Engagement Tool

Gyms that install Freemotion Fitness equipment get an automatic boost from iFIT content, which is already enjoyed by more than 7 million people

These days, cardio often gets put down as boring, mindless or downright ineffective, but it doesn’t have to be that way. 

When implemented correctly, cardio machines can still be an asset to gyms and fitness facilities, and a potent member-engagement tool at that. 

Freemotion Fitness and parent company iFIT are changing the game when it comes to what cardio machines are capable of, placing workout content and smart technology at the forefront to deliver a truly immersive experience that brings users in and keeps them coming back for more, whether in-facility or at home. 

Freemotion’s new 22 SERIES cardio line is specifically designed to leverage iFIT’s vast library of workout content, which includes around 17,000 coach-led workouts, ranging from hill climbs on an incline trainer to stationary bike rides through mountain ranges.

The 22 SERIES will be front and center at IHRSA 2024. The lineup features six connected machines – an incline trainer, with its ramp going up to 30%, a REFLEX treadmill featuring an impact-reducing deck, an elliptical and three bikes including the popular CoachBike – all of which come equipped with 22-inch HD touchscreen displays that stream iFIT content and automatically adjust speed, incline, resistance, and even fan speed based on what’s happening on-screen, leaving users enthralled in their workouts

Best-In-Class Content Drives Engagement

iFIT workout content lies at the heart of the 22 SERIES experience. Gyms that install Freemotion equipment in their facilities get an automatic boost from iFIT, which is already being enjoyed by more than 7 million people across the world. 

“(Members are) coming in predisposed to iFIT, so being able to provide iFIT content on those 22-inch monitors is a huge benefit for attraction and retention,” says Adam Guier, VP/North America Sales at Freemotion. 

iFIT’s library of coach-led workouts includes content from Olympic Gold Medalist Michael Phelps and ultrarunner Tommy Rivers Puzey. The Utah-based fitness brand films its own content, sending its trainers to countries on all seven continents, including some exotic and exciting locales like Mount Everest. 

“We hear members say, “I went on a vacation to such and such place because I had exercised in that same location from virtually,’” Guier notes. “We also hear members who say, “I went on vacation, came back, and did the same run on the  console that I had done on vacation.”

Adam Guier (credit: Freemotion Fitness/iFIT)

Aside from providing travel inspiration, iFIT content on Freemotion equipment keeps users engaged along their entire fitness journey. 

“It’s addictive and it’s habit-forming,” Guier says. “We have specifically built our series to move along the fitness journey with the exerciser. So maybe you start as a walker, then you become a jogger and then you become a runner. We have content that will travel along that journey with you.” 

Machines That Work Out With You

The 22 SERIES experience goes deeper than displaying content on a flat-screen TV mounted to the top of each machine. With Auto-Adjust technology, each piece of equipment automatically adjusts the speed and incline based on what’s happening in the workout on-screen. 

Take a journey along the Cliffs of Moher in Ireland with Olympic gold medalist Sanya Richards-Ross – a workout that’s available on iFIT – and your 22 SERIES machine will automatically adjust to the terrain. 

“There’s a lot of other companies that have content on their consoles, but we’re the only one that actually have an Auto-Adjust feature. If the trainer says we’re going up this hill, the machine adjusts the incline to go up that hill,” Guier notes. “Whether you’re on our bike, elliptical or treadmill, it doesn’t matter, it’ll make those adjustments.”

Expert Guidance 

The 22 SERIES also solves a common problem with the typical in-gym cardio experience: most users don’t know what to do when they hop on a machine, so they choose the ‘Quickstart’ option by default. This can lead to repetitive – even boring – workouts, lackluster results and, ultimately, poor engagement. 

iFIT’s workout content isn’t only fun, it gives users access to expert coaches and expertly designed workout plans. 

“It’s as though you have a coach with you at all times guiding you on your fitness journey,” Guier says. “Having that integrated coach is a game-changer; they can take you to a different level.”

credit: Freemotion Fitness/iFIT

For gym operators struggling to hire enough instructors to run group fitness classes, Guier offers the option of a room filled with 22 SERIES equipment where members can work out virtually with expert guidance from iFIT instructors. 

“When I talk to operators, the biggest thing that they’ve had a hard time getting back post-COVID has been instructors, be it an indoor cycling instructor or a trainer on the floor,” he says. “We provide you with the content that bridges the gap.”

Guier sums up the 22 SERIES experience like this:

“People are looking for variety in life, and they’re looking to be coached,” he says. “The Freemotion 22 SERIES cardio line with iFIT content provides you with both of those.”

The Omnichannel Advantage

Gyms that install 22 SERIES equipment don’t just supply their members with a great experience in-facility, they meet their members where they are, including at home and while traveling. Members can take workout content with them on the go using the iFIT app or at home using equipment from NordicTrack or ProForm, other iFIT brands. 

iFIT recently struck a partnership to supply members of Fit Athletic Club in San Diego with complimentary access to iFIT content as part of their gym membership. iFIT has similar partnerships with other fitness brands, including a white-label content agreement with Planet Fitness. 

Delivering an omnichannel experience is increasingly important in today’s era of at-home fitness. Gyms shouldn’t be worried that their members are working out at home; they should embrace it, Guier advises. 

“You shouldn’t see it as a competitive product; it’s a complementary product to what they’re using in the gym,” the Freemotion executive says of virtual fitness. “I have everything I need in my home to work out, but I still want to go to the gym. I want that gym atmosphere, and that energy you find when you walk into a facility.” 

The post With Freemotion’s 22 Series, Cardio Is a Member Engagement Tool appeared first on Athletech News.

Marcus Waugh Wins 2024 World’s Strongest Firefighter

Marcus Waugh of the Toledo, OH, Fire and Rescue is the 2024 World’s Strongest Firefighter (WSF). Waugh was one of 120 athletes who competed in the annual contest at the 2024 Arnold Sports Festival in Columbus, OH, and among the 18 finalists in the last four events on Saturday, March 2, 2024.

2023 champion Andrew Burton did not attempt a title defense as he competed in the 2024 Arnold Strongman Amateur contest. Burton finished second overall in his competition and is eligible to compete in the pro strongman ranks, making him the first “graduate” of the WSF.

[Related: 2024 Arnold Strongman & Strongwoman Classic Results & Leaderboard]

Waugh dedicated his victory to his children after withdrawing from the 2023 contest due to an Achilles injury suffered during the competition. This was Waugh’s redemption:

I worked so hard for this. Daddy’s finally bringing it home!

The day featured four unique events that had connections to firefighting. To determine the finalists, contenders had to advance from the qualifying events on Friday, March 1.

The 2024 WSF competition included two women’s divisions. The top two from each division advanced to the finals.

The weights and scores were adjusted across weight classes so athletes could compete together to determine one winner. Michael McGowan won silver, and the highest-finishing woman, Kelly Lamb, claimed the bronze.

2024 World’s Strongest Firefighter Results

The competition was streamed live via the Arnold Sports livestream. The final rankings for all 18 contenders were:

Marcus Waugh

Michael McGowan

Kelly Lamb

Casey Shoe

Frank Boniello

Alek Escobedo

Zackary Hash

Cameron St. Amand

Megan Prato

Joseph Voiles

Brooks Larkin (tied 10th)

Michael Ebanks

Alexandra Castellanos

Guerrero Lopez

Anne Butters

Liam Shiels

Daniel Cave

James White

[Related: 2024 Arnold Classic Results — Live Updates & Winners]

Schwarzenegger Shares His Thoughts

Schwarzenegger shared an exclusive statement to BarBend about the WSF competition’s success and its significance to him five years after the inaugural contest on the Santa Monica Pier.

“We had the biggest contest we ever had. We had over 120 firefighters from seven different countries represented,” Schwarzenegger said. “These men and women are the real deal, and I’m so happy to have them be part of the Arnold Sports Festival and show the world they’re just as strong and powerful as they are brave.”

2024 World’s Strongest Firefighter Event Recaps

Below are the recaps of the contested events in Columbus:

Max Sandbag to Shoulder

The first event on the Arnold Expo stage was the Max Sandbag to Shoulder. Firefighters chose from 10 different sandbags to lift off the floor and to their shoulder with the other arm extended out to the side to be confirmed a good lift by the head judge.

Waugh won the event with a max lift of 396 pounds. Megan Prato ranked second; the highest-placing woman with a top lift of 220 pounds. Frank Boniello hit 350 pounds for the bronze spot.

Crucifix Axe Hold

The Crucifix Axe Hold was another test of shoulder strength. Athletes held axes with weight plates hanging from their handles in a lateral raise position for max time. The athletes’ backs had to maintain contact with a wall, increasing the difficulty of the challenge.

Twelve of the 18 contestants surpassed one minute, but the last firefighter standing was Lamb, who held the 15-pound axes for 84.95 seconds. Brooks Larkin placed second, holding 25-pound axes for 78.78 seconds, and bronze went to Prato, who held the same weight as Lamb for 71.69 seconds.

Ambulance Tire Deadlift for Reps

The penultimate event of the competition was the Ambulance Tire Deadlift for reps, which was inspired by the Hummer Tire Deadlift of the Arnold Strongman Classic from years past. Schwarzenegger joined the audience to watch the contest’s conclusion.

The goal was to lift their weights for max reps in 60 seconds. The announcer and pro strongman Rob Kearney kept the time while judges called the lifts. Cameron St. Amand wowed the crowd by lifting 645 pounds for an incredible 14 reps, with Schwarzenegger cheering him on. Waugh completed 12 reps, and Casey Shoe hit 11 reps of the same weight for silver and bronze, respectively.

Fire Hydrant Shoulder Press for Reps

The final event was unique. Competitors had to clean a fire hydrant to the shoulders and press it overhead for reps. The judges called a good rep on lockout.

Gloves, chalk, and bare hand holds were all allowed, and the athletes could hold the hydrant any way they could. The hydrants were chosen based on the weight class of the athletes.

Alek Escobedo won the event, lifting his 235-pound hydrant overhead for 10 reps. Waugh clinched the championship by finishing in a three-way tie for second place with McGowan and Shoe. They all completed seven reps with 235 pounds.

2025 Competition Confirmed

Event planner Dione Masters was recognized and honored during the competition with an award, a special axe, for her support of the contest and athletes. She has been involved with every event in its history. That history will continue as Schwarzenegger confirmed to BarBend that the 2025 event will also occur in Columbus, OH.

Next year will be even bigger.

Organizer Noah Justin echoed those sentiments and expressed that the WSF is more than determining a world champion and raising money, as there are benefits beyond the platform.

“The community is growing, friendships between competitors are strengthening, and we may even add a couple more divisions next year,” said Justin.

Co-founder and Operations Director John Byrne spoke about the contest’s growth and how it doubles as a charity fundraiser for firefighters and families in Columbus and California.

“Since Arnold inspired and founded this event in 2019, over $250,000 have been raised for firefighter charities. It’s such a blessing to be able to do this event.”

Featured Image: @asfworldsstrongestfirefighter on Instagram, photo by Lance Brimmage.

The post Marcus Waugh Wins 2024 World’s Strongest Firefighter appeared first on BarBend.

A New Ranking Study Unveils the Most Beautiful Women in Hollywood Right Now

According to a study by ranker.com published on March 2, 2024, here are the 15 most beautiful women in Hollywood right now.

Explore the allure and accomplishments of Hollywood’s most beautiful women, spotlighting icons like Jennifer Aniston and Gal Gadot.

On with the rankings:

15- Jennifer Aniston

Jennifer Aniston, renowned for her timeless beauty and remarkable talent, continues to captivate audiences worldwide. Her effortless charm, coupled with a career spanning decades in Hollywood, solidifies her position on this list. Aniston’s ability to blend grace with relatability makes her an enduring icon in the entertainment industry. 

Her commitment to wellness and a balanced lifestyle contributes to her radiant appearance, making her a paragon of health and beauty at any age.

Latest Venture

In her latest cinematic venture, “The Morning Show,” Aniston delivers a powerful performance that showcases her versatility and depth as an actress. Though not a movie, this critically acclaimed series highlights her ability to tackle complex roles, drawing viewers into the intricacies of the morning news landscape.

Her portrayal has garnered widespread acclaim, further cementing her status as a talented and influential figure in Hollywood.

14- Emma Watson

Emma Watson captures hearts not only through her captivating performances but also as a vocal advocate for gender equality and sustainable fashion. Her elegance extends beyond physical beauty, embodying grace, intelligence, and compassion. 

Watson’s commitment to social causes and her ability to inspire positive change contribute significantly to her standing as one of Hollywood’s most beautiful and influential women.

Latest Venture

Emma Watson’s recent role in “Little Women” as the beloved character Meg March showcases her remarkable talent and versatility. Directed by Greta Gerwig, this adaptation of the classic novel received critical acclaim for its heartfelt portrayal of the March sisters’ lives. 

Watson’s performance was particularly praised for bringing depth and nuance to her character, further proving her ability to tackle diverse roles with finesse and authenticity.

13- Salma Hayek

Salma Hayek’s inclusion in Hollywood’s most beautiful list stems from her vibrant allure and dynamic acting prowess. Renowned for her captivating performances, Hayek combines her Mexican-Lebanese heritage into a unique blend that mesmerizes audiences globally. Her career, rich with diverse roles, showcases her versatility and dedication to her craft. 

Beyond her on-screen presence, Hayek’s philanthropic efforts and advocacy for women’s rights amplify her beauty with purpose, making her stand out as a beacon of influence and empowerment.

Latest Venture

In “Eternals,” Hayek takes on the role of Ajak, the wise and powerful leader of the titular group. This Marvel Cinematic Universe installment allowed her to break new ground, venturing into the expansive world of superheroes. 

Her performance brought depth and humanity to the cosmic narrative, highlighting her ability to navigate complex characters with ease. This role underscores her continued relevance and adaptability in an ever-evolving industry, proving that her talent knows no bounds.

12- Blake Lively

Blake Lively’s inclusion among Hollywood’s most beautiful women is attributed not only to her striking appearance but also to her significant impact both on and off the screen. Known for her radiant beauty and dynamic acting skills, Lively has become a beloved figure in the entertainment industry. 

Beyond her film roles, she is lauded for her humanitarian efforts, including advocacy for children’s rights and active participation in charitable causes. This blend of external beauty and internal grace positions her as a powerful influence for good.

Latest Venture

In her most recent movie, “The Rhythm Section,” Lively delivers a riveting performance as Stephanie Patrick, a woman seeking revenge after her family is tragically killed in a plane crash. 

This role showcases Lively’s remarkable range, as she transforms from a glamorous starlet into a driven, complex character. Her dedication to the role, including undergoing intensive physical training, highlights her commitment to her craft and her versatility as an actress.

11- Keira Knightley

Keira Knightley’s inclusion in the list of Hollywood’s most beautiful women is underscored by her classical beauty and compelling performances. Knightley, with her distinctively refined features and poise, brings an ethereal quality to her roles that is both captivating and inspiring. 

Her ability to convey deep emotions and complex characters has made her a favorite among audiences and critics alike. Beyond her on-screen achievements, Knightley’s advocacy for women’s rights and her outspoken stance against photo retouching resonate with a call for authenticity in an industry often criticized for its unrealistic beauty standards.

Latest Venture

In her latest film, “Misbehaviour,” Knightley portrays Sally Alexander, a key figure in the women’s liberation movement that disrupted the 1970 Miss World competition in London. This role highlights her penchant for choosing projects with strong, independent female leads that challenge societal norms. 

“Misbehaviour” not only showcases Knightley’s talent for dramatic roles but also underscores her commitment to storytelling that reflects significant historical and social issues. Through her performance, she brings attention to the struggles and triumphs of women fighting for equality, further cementing her status as an actress of depth and substance.

10- Jennifer Lawrence

Jennifer Lawrence’s ascent to Hollywood’s A-list is fueled by her raw talent and authentic beauty. Renowned for her relatable persona and natural acting prowess, Lawrence has endeared herself to audiences and critics alike. Her versatility across genres—from indie films to blockbuster franchises—highlights a remarkable range that few can match. 

Lawrence’s candidness, often peppered with humor, breaks the conventional celebrity mold, making her not just a face on the screen but a beloved public figure.

Latest Venture

Her most recent movie, “Don’t Look Up,” sees Lawrence in a critically acclaimed satirical comedy that tackles pressing global issues through a unique lens. Portraying an astronomer who discovers an Earth-destroying comet, her performance balances the film’s dark humor with moments of profound seriousness. 

This role exemplifies her ability to navigate complex narratives, delivering performances that are both engaging and thought-provoking.

9- Megan Fox

Megan Fox’s entrancing presence in Hollywood is marked by her undeniable beauty and the depth of her performances. Renowned for her roles that often blend sensuality with strength, Fox challenges conventional stereotypes, bringing complexity to her characters. Her ability to portray strong, independent women with an air of mystery and allure has captivated audiences worldwide. 

Beyond her cinematic impact, Fox’s outspoken nature and intelligence redefine the traditional notions of Hollywood beauty, making her an icon of empowerment and self-expression.

Latest Venture

In “Till Death,” Megan Fox delivers a gripping performance that showcases her versatility as an actress. Portraying a woman chained to her dead husband as part of a twisted revenge plot, Fox navigates a range of emotions, from terror to determination. 

This film highlights her capacity to lead in intense, dramatic roles, further proving her ability to transcend the boundaries of genre. “Till Death” underscores Fox’s growth as an actress, emphasizing her commitment to challenging and emotionally demanding roles.

8- Kate Beckinsale

Kate Beckinsale’s place among Hollywood’s most beautiful is secured by her ageless beauty and versatile acting talent. Known for her sophisticated allure and sharp wit, Beckinsale has graced the big screen in a variety of roles that showcase her range from action-packed thrillers to heartfelt dramas. 

Her intelligence and elegance shine both on and off the camera, making her a perennial favorite. Beckinsale’s dedication to her craft is matched by her advocacy for health and wellness, further enhancing her appeal as a role model for grace and resilience in the entertainment industry.

Latest Venture

Kate Beckinsale’s recent movie, “Jolt,” presents her in the role of Lindy, a bouncer with a rare neurological disorder that leads to rage-filled impulses. This action-comedy allows Beckinsale to display her physical prowess and comedic timing, proving yet again her ability to lead in diverse and demanding roles. 

“Jolt” adds to a compelling filmography that demonstrates Beckinsale’s commitment to challenging herself and entertaining audiences with performances that are both engaging and empowering.

7- Natalie Portman

Natalie Portman secures her place among Hollywood’s most beautiful with a rare combination of intellectual elegance and emotional depth. Esteemed for her captivating performances and profound understanding of her characters, Portman brings an authenticity to her roles that resonates deeply with audiences. 

Her grace is matched by a fierce intelligence, evidenced by her Harvard education and fluency in multiple languages. This blend of beauty, brains, and talent makes Portman a standout in an industry where she continuously breaks barriers, challenging expectations of actresses.

Latest Venture

In her latest cinematic appearance, “Thor: Love and Thunder,” Natalie Portman reprises her role as Jane Foster, who takes on the mantle of Mighty Thor. This film marks a significant evolution for her character, showcasing Portman’s ability to embody strength, vulnerability, and complexity. 

Her performance is a testament to her versatility, effortlessly moving between dramatic intensity and comedic timing. “Thor: Love and Thunder” not only highlights her physical transformation for the role but also underscores her commitment to portraying empowered female characters.

6- Charlize Theron

Charlize Theron’s inclusion in the list of Hollywood’s most beautiful women is a testament to her dazzling talent and timeless beauty. Known for her chameleon-like ability to transform for roles, Theron combines physical allure with profound acting skill. Her performances, often embodying strength and complexity, challenge perceptions and push boundaries. 

Off-screen, Theron’s advocacy for various causes, including her work in fighting HIV/AIDS and supporting women’s rights, reflects her depth of character and commitment to making a difference.

Latest Venture

In “The Old Guard,” Theron stars as Andy, a warrior leading a covert group of immortal mercenaries. This role showcases her versatility and physical prowess, as she navigates action-packed sequences with ease, bringing depth and vulnerability to a character that is both invincible and profoundly human. 

“The Old Guard” highlights Theron’s ability to lead blockbuster films while exploring themes of mortality, loneliness, and the weight of immortality, further cementing her status as one of Hollywood’s most formidable talents.

5- Mila Kunis

Mila Kunis earns her spot among Hollywood’s most beautiful for her captivating on-screen presence and off-screen relatability. Renowned for her expressive eyes and engaging performances, Kunis has a knack for bringing depth to every character she portrays. 

Her journey from comedic roles to dramatic performances demonstrates a versatile talent that resonates with audiences and critics alike. Beyond her acting prowess, Kunis’s down-to-earth persona and quick wit endear her to fans, making her one of the most beloved figures in entertainment.

Latest Venture

In “Luckiest Girl Alive,” Kunis takes on a more nuanced and complex role as Ani FaNelli, a woman grappling with the traumas of her past while presenting a facade of perfection. This film showcases Kunis’s ability to navigate through a range of emotions, from vulnerability to resilience, highlighting her growth as an actress. 

Her performance not only captivates viewers but also sparks important conversations about societal expectations and the impact of trauma, proving her impact extends far beyond the screen.

4- Gal Gadot

Gal Gadot’s remarkable combination of grace, strength, and beauty earns her a prestigious spot among Hollywood’s most beautiful women. Esteemed for her role as Wonder Woman, Gadot embodies empowerment, both on and off the screen, inspiring women and girls worldwide. Her striking features and statuesque presence are matched by a warmth and sincerity that resonates with fans globally. 

Gadot’s advocacy for social issues and genuine kindness further illuminate her beauty, making her a true role model in today’s entertainment industry.

Latest Venture

In “Red Notice,” Gadot showcases her versatility as an actress, blending action, comedy, and charm. Portraying a world-class art thief, she holds her own alongside co-stars Dwayne Johnson and Ryan Reynolds, proving her mettle as a leading lady in blockbuster films. 

Gadot’s performance in “Red Notice” highlights her ability to navigate complex characters with ease and charisma, adding another dimension to her growing repertoire. This film not only cements her status as a Hollywood A-lister but also showcases her appeal as an international star.

3- Jessica Alba

Jessica Alba secures her spot among Hollywood’s most beautiful women not just through her striking looks but also her multifaceted career as an actress, entrepreneur, and advocate for healthy living. 

Alba’s transition from on-screen roles to co-founding The Honest Company showcases her intelligence and business savvy, proving her influence extends well beyond the entertainment industry. Her commitment to creating eco-friendly and safe consumer products underscores a beauty that resonates with integrity, responsibility, and innovation.

Latest Venture

In “L.A.’s Finest,” Alba returns to the screen with vigor, starring as Nancy McKenna, a complex character balancing her life as a detective with her role as a stepmother. This series allows Alba to explore a wide range of emotions, blending action-packed sequences with deep personal drama. 

Her performance in “L.A.’s Finest” not only reaffirms her acting prowess but also reflects her growth as an artist, skillfully portraying the intricacies of womanhood, motherhood, and professional ambition.

2- Scarlett Johansson

Scarlett Johansson’s entrancing presence in Hollywood is marked by her timeless allure and bold talent. Esteemed for her versatility, Johansson has captivated audiences with roles that span across a broad spectrum of genres, from action-packed blockbusters to nuanced, emotional dramas. 

Her striking features and charismatic performances have made her a perennial figure in discussions of beauty and talent in the entertainment industry. Johansson’s advocacy for women’s rights and creative choices reflect a profound commitment to her principles, further elevating her status as an icon of empowerment and resilience.

Latest Venture

In “Black Widow,” Johansson reprises her role as Natasha Romanoff, providing audiences with a deeper look into the complex backstory of one of Marvel’s most beloved characters. This film marks a significant moment in her career, not only showcasing her physical agility and emotional depth but also serving as a testament to her influence in shaping a character that has become integral to the Marvel Cinematic Universe. 

Johansson’s performance in “Black Widow” is a powerful reminder of her ability to command the screen and engage viewers with compelling storytelling.

1- Margot Robbie

Margot Robbie’s inclusion in Hollywood’s list of most beautiful women is attributed not only to her striking beauty but also her exceptional talent and versatility as an actress. Robbie’s ability to seamlessly transition between roles, from the enchanting yet troubled Harley Quinn to the complex figure of Tonya Harding, showcases a depth and range that few possess. Her captivating performances, characterized by intensity and authenticity, have earned her critical acclaim and a devoted following. 

Beyond her cinematic achievements, Robbie’s off-screen persona exudes a down-to-earth charm and sophistication, making her a true embodiment of modern beauty.

Latest Venture

In her most recent project, “Barbie,” Margot Robbie takes on the iconic role, bringing to life the beloved doll in a feature film that explores themes of identity, freedom, and imagination. This role presents Robbie with a unique opportunity to blend nostalgia with a contemporary narrative, challenging expectations and inviting audiences to see Barbie in a new light. 

Robbie’s portrayal is anticipated to offer a fresh and empowering perspective on the character, further solidifying her status as a versatile and dynamic force in Hollywood.

How to Watch the CrossFit Open 24.2 Workout Announcement Live

Week two of the 2024 CrossFit Open kicks off with the live announcement of workout 24.2 on Thursday, March 7, on the official CrossFit YouTube channel. And we’ve got all the details you need to know heading into the event.

[Related: 2024 CrossFit Open Workout 24.1 Released — Get Tips and Strategies From Top Coaches]

What You Need To Know

The second live Open announcement represents the middle of the 2024 CrossFit Open, the world’s largest participatory sporting event. The live announcements began during the 2013 season and grew in size and popularity through 2018. CrossFit elected not to host live Open announcements during the 2019 and 2020 seasons but returned to host them in 2021. Here’s what we know about 24.2:

24.2 will be presented by GOWOD, the Official Mobility Partner of CrossFit, and takes place in Boise, ID, at CrossFit Shred Shed, a.k.a. Justin Medeiros’ garage gym. (For you CrossFit history buffs, this is not the first Open announcement to take place in a garage. Get that story here.)

Medeiros, the two-time Fittest Man on Earth, will take on fan-favorite Games veteran Colten Mertens.

The 24.3 announcement takes place at PRVN HQ in Nashville, TN, on March 14 and will feature a head-to-head battle between Tia-Clair Toomey-Orr and Arielle Loewen. 

How to Watch the Live Announcement of Open Workout 24.2

Tune in to the CrossFit Games website or CrossFit YouTube channel for the live 24.2 announcement on Thursday, March 7, at 12 p.m. PT. 

2024 CrossFit Open Schedule

For those of you participating, here’s a reminder of the important dates for this year’s CrossFit Open:

Workout 24.1 — Announced: February 29 | Submissions Due: March 4

Workout 24.2 — Announced: March 7 | Submissions Due: March 11

Workout 24.3 — Announced: March 14 | Submissions Due: March 18

As always, the Morning Chalk Up will provide workout strategy guides and full leaderboard coverage and analysis.

More 2024 CrossFit Open Content

Learn more about the 2024 CrossFit Open with these stories from the Morning Chalk Up:

CrossFit Open Workout 24.1 Livestream Numbers Surpass 2023 Figures

CrossFit VP Jay DeCoons Takes on His First CrossFit Open

Breaking Down the Most Common CrossFit Open Movement Combinations

Featured Image: CrossFit Games / YouTube

The post How to Watch the CrossFit Open 24.2 Workout Announcement Live appeared first on BarBend.

Should You Do Front Squats or Back Squats? Here’s How to Choose the Best One for You

Exploring the differences between front and back squats reveals insights critical for enhancing your fitness routine.

This article breaks down the technical distinctions, from bar positioning to muscle activation, and examines how each variation impacts strength, muscle growth, and injury prevention.

Whether aiming to boost athletic performance or refine your workout, understanding these squats’ benefits and challenges is essential.

How do they align with your fitness goals and health needs? We guide you through selecting the right squat for your regimen, considering personal goals and biomechanical factors, to optimize your strength training outcomes.

What’s The Difference Between a Front Squat and a Back Squat?

Bar Position

In front squats, athletes rest the barbell on the front shoulders, close to the clavicles, with elbows pointing forward. This positioning demands significant upper body strength to maintain the bar in place. 

Conversely, back squats involve placing the barbell on the trapezius muscle or just below it on the upper back, allowing for heavier weights to be lifted due to the more stable bar position.

Body Posture

Front squats require an upright torso to prevent the bar from rolling off the shoulders, emphasizing thoracic extension and core stability. This posture reduces the strain on the lower back. 

Back squats, however, allow for a slight forward lean, shifting the focus to the posterior chain muscles, including the glutes and hamstrings.

Biomechanics and Muscle Activation

Front squats engage the quads more intensely and distribute forces more evenly across the knee and hip joints, reducing stress on the lower back. They also demand more from the anterior core muscles to stabilize the weight. 

Back squats generate higher compressive forces on the spine and knee joints but involve more muscle mass, including the posterior chain, leading to potentially greater overall strength and muscle gains.

Muscle Recruitment and Joint Strain

Detailed comparison of muscle activation in front and back squats

Electromyographic (EMG) studies reveal front squats elicit greater activation in the quadriceps and anterior core muscles, making them ideal for targeting these areas specifically. 

Back squats, with their unique body lean, engage the glutes, hamstrings, and erector spinae to a greater extent, offering a comprehensive lower body and posterior chain workout.

Discussion on joint strain and implications for individuals with pre-existing conditions

Front squats present a lower risk of aggravating lower back pain due to the upright posture, which decreases lumbar spine loading. 

They are beneficial for those with knee concerns as well, as the squat’s depth and form encourage proper knee tracking over toes. For individuals with a history of shoulder or wrist injuries, back squats might be preferable, given the less demanding position on these joints. 

However, because back squats can place more strain on the spine and knees, those with pre-existing back or knee issues should proceed with caution, possibly favoring front squats or consulting a medical professional before incorporating heavy back squats into their routine.

The Case for Back Squats

Back Squats Build Athleticism

Back squats are foundational for enhancing athletic performance. By engaging a broad spectrum of muscle groups, including the glutes, hamstrings, quadriceps, and core, this exercise variant not only strengthens the lower body but also improves overall power and explosiveness. 

Athletes across various sports rely on back squats to increase their vertical jump, sprint speed, and endurance on the field or court.

Back Squats Build Your Backside

Targeting primarily the posterior chain, back squats are particularly effective for developing the glutes and hamstrings. 

This emphasis on the backside not only contributes to athletic performance but also aids in injury prevention by balancing muscle strengths and ensuring proper alignment and functionality of the lower body.

Variations of Back Squats

High-Bar Back Squat: Ideal for those seeking to prioritize quadriceps development, the high-bar back squat requires an upright torso, which translates to more depth and increased quad activation.

Safety Bar Squat: Designed to reduce strain on the shoulders, wrists, and elbows, the safety bar squat allows for a comfortable position while still targeting the lower body effectively. It’s a valuable alternative for those with upper body injuries or mobility issues.

The Case for Front Squats

The Front Squat Doesn’t Let You Lift With Ego

Front squats demand precision and form over sheer weight, compelling athletes to focus on technique rather than the amount of weight lifted. 

This focus on quality over quantity ensures the development of strength and muscular endurance in a way that promotes long-term health and performance.

The Front Squat Gives You Greater Core Activation

Due to the anterior placement of the barbell, front squats require significant core engagement to maintain balance and posture. 

This constant activation strengthens the abdominal and lower back muscles, contributing to a solid core foundation that supports everyday movements and athletic endeavors.

Variations of Front Squats

Goblet Squat: Accessible to beginners and valuable for all fitness levels, the goblet squat allows for a deep range of motion while enhancing stability and control. It’s a practical way to master squatting mechanics and core engagement with minimal equipment.

Zercher Squat: Carrying the bar in the crook of the elbows, the Zercher squat challenges balance, core stability, and lower body strength. It’s a unique variation that also increases upper body and grip strength, offering a comprehensive workout.

How To Perform The Front Squat

Step-by-step guide

Position Your Feet: Stand with feet shoulder-width apart, toes slightly pointed out.

Grip and Bar Placement: Extend arms under the bar, keeping elbows high to create a shelf with your shoulders for the bar to rest. Ensure the bar is close to the neck without putting pressure on it.

Unrack the Bar: With the bar resting on your shoulders, carefully lift off from the rack by straightening your legs and stepping back.

Descend: Begin the squat by pushing hips back and bending knees. Keep the chest up and elbows high, descending until thighs are at least parallel to the ground.

Ascend: Drive through heels to return to the starting position, maintaining a high elbow position and upright chest throughout the movement.

Using Straps To Front Squat

For those struggling with wrist flexibility, using straps attached to the bar can help. Wrap straps around the bar and hold onto them with a tight grip, keeping elbows up. 

This method allows for a comfortable front squat without the demand on wrist flexibility.

How To Perform the Back Squat

Step-by-step guide

Bar Positioning: Step under the bar, placing it across the upper back. Depending on preference, this can be on the traps (high bar) or just above the rear deltoids (low bar).

Foot Placement: Position feet slightly wider than shoulder-width, toes pointing outward.

Unracking the Bar: With a tight grip on the bar, straighten legs to lift the bar off the rack. Step back into starting position.

Executing the Squat: Keeping the core tight, bend knees and hips to lower into the squat. Aim to get your hips below knee level while keeping the weight on your heels.

Returning to Start: Drive through your heels, extending hips and knees to return to the standing position.

Master These Exercise Variations Before Barbell Back Squats

Incorporating specific exercises can enhance strength and technique necessary for effective back squatting:

Bodyweight Squats: Perfect for beginners, focusing on form and depth without added weight.

Goblet Squats: Holding a kettlebell or dumbbell close to the chest teaches proper squat depth and torso alignment.

Box Squats: Squatting to a box ensures consistent depth while building the power to stand up from the bottom position of a squat.

Leg Press: While not a direct squat variation, the leg press machine can help build leg strength that translates to better squatting capabilities.

Front Squat vs. Back Squat Ratio

Explaining the optimal ratio for balanced development

Achieving a balanced development of strength and muscle involves incorporating both front and back squats into a training regimen. 

The optimal ratio may vary based on individual goals and biomechanics, but a general guideline suggests a 3:4 ratio of front squat weight to back squat weight

This ratio ensures that athletes and fitness enthusiasts develop strength in both the anterior and posterior chains, maintaining muscle balance and reducing injury risk.

Practical Applications and Considerations

Sport-Specific Training Considerations

Different athletic disciplines require distinct physical capabilities. Front squats, with their emphasis on the quadriceps and core stability, are particularly beneficial for athletes involved in sports that demand upright posture, explosive leg strength, and balance, such as weightlifting and gymnastics

The increased core activation supports movements requiring body control and stability.

Back squats, by targeting the posterior chain, are indispensable for sports requiring powerful hip extension, sprinting speed, and jumping ability, such as football, basketball, and track and field

This squat variant enhances the ability to generate force from the lower body, crucial for explosive movements.

For Strength and Muscle

Both squat variations are foundational for building strength and muscle mass, but they contribute differently.

Front squats focus the workload more on the anterior portion of the lower body, leading to significant strength gains in the quadriceps and an improvement in core strength and stability. They are ideal for developing a balanced physique and enhancing functional strength.

Back squats, given their ability to handle heavier loads, are superior for overall muscle building and strength, particularly in the glutes, hamstrings, and lower back.

Incorporating back squats into a routine maximizes muscle hypertrophy and overall lower body power, essential for lifting heavy weights and improving athletic performance.

Addressing Common Concerns

How to Avoid Lower Back Pain From Squats

Proper form is crucial to avoid lower back pain from squats. Maintaining a neutral spine, avoiding excessive forward lean, and not letting the knees cave inward are key. Engaging the core throughout the movement can also protect the lower back. 

For those predisposed to lower back issues, front squats may be a safer option due to the upright torso position, which places less strain on the lumbar spine.

Considerations for Knee Health and Achilles Tendon Load

Knee health is paramount in both squat variations. Ensuring proper alignment by tracking knees over toes and avoiding excessive forward knee travel can prevent undue stress on the knee joints. 

Front squats may be beneficial for individuals concerned with knee health, as the upright position allows for a more balanced distribution of forces.

Regarding the Achilles tendon, back squats can put more load on this area, especially with deep squatting. Proper warm-up, stretching, and gradually increasing squat depth can help mitigate the risk of Achilles tendon strain. 

For those with a history of Achilles issues, front squats or variations that place less emphasis on dorsiflexion may be advisable.

Making the Right Choice for You

Is a Front Squat Harder Than a Back Squat?

Difficulty is subjective and varies based on individual strengths, weaknesses, and flexibility. Front squats may seem harder for those with less core strength and upper body flexibility, as they require a strong torso to keep the barbell in place and maintain an upright position. 

Conversely, back squats might be challenging for individuals lacking posterior chain strength. Assessing personal areas of strength can guide you in identifying which might initially feel more challenging.

Do Front Squats and Back Squats Work the Same Muscles?

While both squat variations engage major lower body muscles, the emphasis differs. Front squats target the quadriceps and core more intensely, whereas back squats place more focus on the glutes, hamstrings, and lower back. 

Incorporating both into your routine ensures a comprehensive lower body workout.

Can Front Squats Replace Back Squats?

Front squats can complement back squats but may not fully replace them, especially if your goal is to maximize posterior chain development and overall strength. 

Each variation offers unique benefits; thus, integrating both might provide a more balanced muscle development and strength gain.

Should You Add Front Squats to Your Routine?

Yes, especially if you’re seeking balanced muscle development, improved core strength, and enhanced athletic performance. 

Front squats encourage proper posture and help in strengthening the anterior chain, which is beneficial for overall functional fitness and injury prevention.

Which Squat Will Be Best for You?

Selecting the right squat type depends on personal goals, health considerations, and training preferences. If your objective is to build explosive power and strengthen the posterior chain, back squats may be more beneficial. 

Conversely, if you aim to enhance core stability, quad strength, and maintain an upright posture, front squats could be preferable.

Consider your current health status, particularly any knee or lower back issues, when choosing your squat type. 

Front squats may be more appropriate for those with lower back problems, while individuals with knee concerns should approach squatting with caution, focusing on proper form and potentially favoring variations that place less stress on the knees.

Ultimately, combining both squat variations, when possible, can lead to a well-rounded fitness routine, addressing both anterior and posterior development, improving overall strength, and minimizing injury risks. 

Weight Loss Drugs Shift Spending to the ‘Wellness Wallet’

Cutbacks in unhealthy spending among GLP-1 users are shifting $205 per month to the “wellness wallets” of those consumers

The “Wellness Wallet” phenomenon recently sparked by GLP-1 weight loss drugs, like Ozempic, Mounjaro and Wegovy has led to a seismic shift from unhealthy to healthy consumption options for millions of American consumers.

A survey by KFF reports at least 4% of adults are currently using these drugs, while new reports, surveys and data are alluding to a shift from unhealthy food to wellness purchases to the tune of over $205 per month and most likely growing.  New estimates by JPMorgan suggest that by 2030, as much as 9% of the U.S. population —that’s over 30 million people—could be taking advantage of these drugs.

As a result, we are going to observe a huge shift of wealth from unhealthy to healthier living and wellness options.   

Consumers Demand Healthy Food Options

Data-driven revelations have pointed to a compelling societal pivot towards health and wellness for consumers taking GLP-1 medications. The perspective from Wall Street is that unhealthy food is becoming “the new coal,” and there is an increasing demand that food companies revise their strategies away from sugary and processed foods. For example, 73% of Bloomberg Pulse respondents are calling for unhealthy food companies to come up with a new game plan. 

This demand is already being seen with Krispy Cream getting downgraded, Nestle’s stock dropping 5.3%, Morgan Stanley reporting grocery expenditure shopping down 9% with GLP-1 users (90,0000 households and 12.3% reported taking GLP-1s) and Walmart reporting a shift in food sales to health and wellness purchases. 

GLP-1 Users Embrace Exercise

The shift is not just restricted to diet, however. As the population loses weight (on average, users lose up to 21% according to clinical studies) thanks to GLP-1 drugs, they show increased interest in beauty products and body-enhancing procedures.

In addition, we see emerging trends in fitness as weight loss drugs have a negative side-effect of causing a loss of body mass, creating a need for users to do strength training. Reports are showing these users are twice as likely to take up exercise.

According to a Morgan Stanley research analyst, 35% of drug users exercised before taking the medication and 71% reported doing exercise while taking the drugs.  This is leading to a growing market for performance wear as people begin to slim down and need new apparel. Simultaneously, social fitness is gaining popularity as people reduce time spent eating out and drinking, pursuing healthier activities with friends instead. 

Rise of the ‘Wellness Wallet’

In a palpable sense of urgency, large food manufacturers, such as Chipotle Mexican, Dannon, Unilever, Nestlé, and Conagra Brands are following the trend — 66% of GLP-1 drug users are reporting consuming less confectionery (snacks, candy, sugary drinks). These brands are deploying teams of demand and behavior scientists to study the impact and develop new products to cater to this healthier consumer demographic.

This evolution, coupled with the impressive “Wellness Wallet Share” of $205 per month, instigates crucial questions about what else the fitness and wellness industry can do to leverage this trend.

Sweetgreen stands to benefit as GLP-1 users shift their spending (credit: The Image Party/shutterstock.com)

Evidence for such a profound shift in consumption trends comes from a significant change in buying patterns among GLP-1 users, according to anonymous data from 95 million JPMorgan customers. The four notable areas that saw changes are a steep decline in fast food and alcohol sales, a shift in snack/soda preferences, and increased demand for fitness. 

The impact of GLP-1 drugs on users’ behaviors can be seen, and reports are suggesting an 85% decline in fast food sales, a 60-70% reduction in alcohol consumption, an 80% reduction in snacking and a 70% reduced spend on soda.  These reductions can be seen as savings of $125 per month from fast food, $28 per month from alcohol and $50 per month from snacks and soda.

These saved amounts are being reallocated to healthy lifestyle choices, proving the growing prominence of the “Wellness Wallet”. Fitness and wellness businesses now have an unprecedented opportunity to cater to these changing preferences and capture this increasing wallet share with new products and services catered to this customer group as well as selling more of their existing offerings.  

In addition, new surveys have shown weight loss drug users presenting a 19% decrease in patronizing chains like Outback Steakhouse, Chipotle Mexican, and Cheesecake Factory, with a 50% drop in visit frequency.

A Brave New World for Brands

However, it’s not all gloom for the hospitality sector. Sweetgreen, for example, has emerged as a winner in these changing times, thanks in part to the increased propensity for GLP-1 users to choose fruits and vegetables over junk food. Adding to the Wellness Wallet amount is the projected 19% reduced spend on eating out, adding another $57 per month to healthier options which is a shift from unhealthy food spending to healthy food spending.  

Overall, the increasing adoption of GLP-1 drugs presents both challenges and opportunities across various sectors. Companies in wellness and fitness, beauty, apparel and food need to realign their strategies and product offerings to cater to evolving customer preferences. They need to research behavior changes, consider how to develop new consumer programs/services, and perhaps, start introducing relevant facilities to maintain a competitive market advantage. 

Bloomberg’s recent post estimated this market to soar to $80 billion by 2030 and Goldman Sachs has estimated it to reach $100 billion by 2030.

Judging by the current momentum and considerable savings produced by the shift in consumer behavior—accumulating to the “Wellness Wallet”, this projection seems highly feasible. But what is not being shown or talked about is where the shift in spending is happening; we are just starting to see this paradigm shift which looks to be bigger than the money spent on the drugs themselves. 

What we’re witnessing could be just the tip of the iceberg, with more products and services entering this segment as supply constraints by big pharmaceutical companies get solved. 

The rise of the “Wellness Wallet” isn’t just a financial phenomenon; it marks a milestone in a societal shift towards health-conscious living and wellbeing, reshaping business models and consumer habits along the way. In the future, companies that capitalize on this phenomenon will likely reap bountiful rewards.

credit: Mike Hansen

Mike G. Hansen is a serial entrepreneur, venture partner and strategic advisor in the Health, Fitness and Technology industry. He has over 25 years of experience across nearly 20 market segments and investment groups, and has done business with over 100 brands. He is a thought leader in our industry covering top trends and providing key insights as he drives innovation and growth forward with corporations and entrepreneurs.  To learn more about these trends and insights, you can reach Mike at Mike@MikeGHansen.com 

The post Weight Loss Drugs Shift Spending to the ‘Wellness Wallet’ appeared first on Athletech News.

BowFlex Files for Bankruptcy, Eyes Potential Sale to Matrix Parent

After a lengthy fight, the fitness equipment maker is waiving the white flag and seeking new ownership with help from a stalking horse bidder

At-home fitness equipment manufacturer BowFlex has filed for Chapter 11 bankruptcy, agreeing to a deal that could see Matrix parent company Johnson Health Tech Retail acquire it for $37.5 million.

Johnson Health Tech will operate as BowFlex’s stalking horse bidder, allowing them to acquire all company assets at the close of the transaction, less closing adjustment amounts for accounts receivable, inventory and certain transfer taxes. Other interested parties will have the chance to submit competing offers, but if none beat the $37.5 million price already agreed upon by BowFlex and Johnson, the sale will go through. 

Subject to court approval, BowFlex will also receive $25 million of debtor-in-possession financing from SLR Credit Solutions and its affiliates. Those funds will enable BowFlex to continue its normal operations and meet its financial obligations to employees, vendors and its continued provision of customer orders during the bankruptcy proceedings and while executing the sale process.

“For decades, BowFlex has empowered healthier living and enabled consumers to reach their fitness goals with our innovative home fitness products and individualized connected fitness experiences,” said Jim Barr, BowFlex CEO. “As a result of the post-pandemic environment and persistent macroeconomic headwinds, we conducted a comprehensive strategic review and determined this was the best path forward for our company. We are fortified by the potential partnership with Johnson Health Tech and encouraged by the multiple parties that have indicated an interest in bidding for our company. Our goal is to maximize value for our stakeholders through this process.”

At-Home Fitness Struggles

BowFlex isn’t the only at-home fitness supplier struggling out of the pandemic gates. Peloton has repeatedly seen share prices drop, including a 23% dip last month after lowering its full-year 2024 revenue forecast.

Still, the writing has been on the wall for BowFlex for some time now. In December, the company received a notice from the New York Stock Exchange (NYSE) alerting them of their failure to comply with listing standards, such as maintaining an average global market capitalization of at least $50 million over a 30-day consecutive trading period. 

A few months before that, the Vancouver, Washington-based company was hit with a non-compliance notice, which flagged the brand for having an average closing price of less than $1.00 per share over a consecutive 30-trading day period. Now, BowFlex will enter bankruptcy with $140 million in assets and $126 million in liabilities according to its newly filed petition

What’s Next for BowFlex?

Along with Matrix Fitness, Johnson Health Tech also carries wellness companies Horizon Fitness and Vision Fitness. Whether Johnson or another bidder ends up acquiring BowFlex, the move promises to give the once-popular at-home fitness maker a much-needed sense of redirection after recent struggles

BowFlex notably underwent a rebrand last year, changing its name from Nautilus to BowFlex to put more emphasis on its strongest brand. The equipment maker also remodeled its BowFlex line, equipping it with brighter visuals, messaging with goal promotions and a more inclusive approach to fitness to hopefully attract younger fitness consumers.

The post BowFlex Files for Bankruptcy, Eyes Potential Sale to Matrix Parent appeared first on Athletech News.

Therabody Embraces In-Person Wellness Experiences

Therabody has launched Reset Rewards, a new membership program in use at its in-person wellness centers across the country

Reset by Therabody is the wellness tech brand’s in-person, experiential wellness hub, with locations across the United States including Los Angeles, Philadelphia, New York and Houston.

The whole-body wellness centers offer clients access to Therabody’s technology, guided by trained experts. Services range from 30 to 60 minutes and include offerings like stretching, percussive therapy, cryotherapy, and cupping. Clients can purchase services a la carte or through memberships.

Now, Therabody has launched Reset Rewards, a membership program that offers exclusive benefits and discounts, including on partner brands like Pressed Juicery, Momentous supplements and Stakt mats.

Athletech News spoke with with Shannon Cooke, vice president of retail at Therabody, to learn more about the new Reset program and how Therabody’s in-person experience drives value for the company and its customers.

“It was really important to us to pick brands that were on the same page as us from a wellness and ethos perspective,” Cooke says. “We wanted to have added value for our guests with our memberships and also give them easier access to self-care. So we partnered with a lot of brands with community health and wellness in mind. We’re very excited to have a high bar to stand shoulder to shoulder with the brands that we selected for the program.” 

In terms of the brand selection process, Cooke noted it was both national and local.

“Every single one of our resorts has access to our national brands,” she explains. “Because the local community is so important to us, each of the individual locations has different partnerships that are specific to its city. We have over 10 national brands that we’re working with right now. Then, every city has between five and seven that are local to their community.” 

The Importance of In-Person Experiences

As in-person experiences become more important than ever to many brands looking to forge connections with consumers, Cooke noted that Reset was the embodiment of a third-party ecosystem.

“We take all of the cutting-edge therapies and technologies that we create as a product and we bring them to life inside of these spaces,” she says. “We really want to make sure that health and wellness can benefit as many people as possible. There are big barriers to entry for a lot of the services and products that we provide, so creating this kind of warm, safe space for people to come in and try the products is a really important part of our ecosystem for the customer.”

credit: Therabody

For Therabody, Cooke noted there is also “a really beautiful, experiential brand marketing component to it. People can come in and ask questions, and touch and feel the brand.” 

Local Marketing Efforts

When asked about Reset’s biggest challenges and opportunities, Cooke noted that building authentic relationships with local communities is effort-intensive but integral to the brand’s strategy.

“On the ground, guerrilla-style connections are not scalable, but we take being in the community and working with the right groups very seriously,” she said. “But it is very important because those messages and allegiances in the community will show people that they have a place where they can go that represents who they are and where they’re coming from.” 

credit: Therabody

Therabody has a long-term vision to continue using Reset to bring new products to life for the consumer.

“It’s very exciting for me to look at the pipeline and think, ‘How can I bring this to life for the customer that comes into Reset?,’” Cooke says.

Therabody is hoping to create a space where consumers can step outside their comfort zone and learn more about new types of self-care.

“If we have made it more comfortable for someone to participate in cryotherapy, to use LED masks, to get closer to the effective science that we are promoting, then we have done our job,” Cooke adds. “Lowering that barrier to entry for self-care is incredibly important to Reset.” 

The post Therabody Embraces In-Person Wellness Experiences appeared first on Athletech News.

Technogym Launches AI-Powered Health & Longevity Tracking

Debuting at IHRSA 2024, Technogym Check Up uses AI to assess physical and cognitive conditions, prescribing the ideal fitness program that adapts over time

Technogym, the fitness industry’s only AI-based end-to-end open platform, has perfected its leading “ecosystem,” delivering successful results for operators in terms of ROI, member engagement and attraction, as well as fitness enthusiasts who want to see results and stay motivated on their health and fitness journeys.

A fitness and wellness industry pioneer, Technogym offers the ultimate solution by providing operators with a cutting-edge and seamless integration across software applications already in use, fitness equipment from any manufacturer, popular payment methods such as Apple Pay, Google Pay, Stripe, Visa and others, and consumer apps and wearables.

Moreover, the AI-based Technogym Ecosystem Coach adjusts training programs to enhance engagement and maximize results. It also supports marketing efforts through advanced profiling, allowing operators to run loyalty campaigns.

This revolutionary “ecosystem” has crowned Technogym as the gold standard in health and fitness equipment and software for club owners, hotels, medical centers and elite athletes. The company will serve as the exclusive and official supplier of the Paris 2024 Olympics this summer, providing its smart equipment and services to over 15,000 elite athletes.

Ever-evolving to meet the needs of operators and health and fitness consumers, Technogym is launching Technogym Checkup at IHRSA 2024, a pivotal moment for the fitness industry leader.

“Today within our Technogym Ecosystem, the one and only end-to-end ecosystem in the industry, we are proud to launch Technogym Check Up, our AI-based assessment station, that represents the access point to the ecosystem in order to measure physical and cognitive parameters and to a fully personalized program for every single individual that evolves over time thanks to AI,” said Nerio Alessandri, Technogym founder and CEO.

One-Stop Shop for Fitness & Wellness

By harnessing the power of artificial intelligence, the brand-new Technogym Checkup boasts an AI-based assessment station, allowing users to hyper-personalize their training based on body composition, strength performance, balance, mobility and even cognitive abilities. Taking it a step further, the data is used to calculate a “Wellness Age” so Technogym Coach can prescribe effective training that adapts over time. 

The latest launch supports the brand’s ‘Technogym as Medicine’ philosophy, promoting long-term health and wellness with its world-class products and ecosystem. A fierce advocate of promoting longevity through Technogym, Alessandri has long urged the preventive power of fitness and the belief that a healthy mind is a healthy body. 

credit: Techhogym

Technogym’s new precision-based training program can be accessed anywhere, anytime — at the gym, at home, on vacation or even with a user’s physician. 

“Digital innovation has always been a key element of Technogym’s constant growth over the years since 1996, when we launched Wellness System, the first software in the industry,” Alessandri said.

Meaningful Health Tracking

Leaning into longevity-centered wellness, Technogym’s Wellness Age functionality offers a starting point for users to comprehend the age that mirrors their current physical and functional condition and offers a pathway to make improvements with a personalized, targeted training program. 

Employing a results-driven program allows users to see their Wellness Age decrease while AI makes adjustments to accelerate results, leading to an optimal state of health in a relatively quick time. 

A Potent Member Engagement Tool 

The latest innovation from Technogym meets the demands of longevity-seeking consumers who want a holistic method that culminates in improved health and vitality. 

By offering Technogym Checkup, operators have an opportunity to offer a unique, cutting-edge and in-demand service, generating additional revenue, retaining existing members and attracting new wellness and fitness seekers.

Additionally, from an operator’s perspective, the data-driven technology allows Technogym Coach to follow the training evolution and group club users based on workout preferences, habits and activity patterns so operators can leverage the findings to fine-tune upselling and even launch friendly fitness challenges for members. 

The Technogym Difference

As operators look to hone in on increased personalization, Technogym’s ecosystem enables every stage of the gym experience to be customized from beginning to end, from assessment to program customization and follow-up. 

Technogym’s digital expertise and AI-centered technology means its smart equipment and app can adapt and guide users on their health and fitness path. After logging into the app, the profile is recognized immediately, pulling together preferred goals and past sessions to track and store all improvements. 

credit: Technogym

Notably, and in line with the top trend in fitness, strength equipment will automatically adapt metrics across load, range of motion, correct posture, speed, number of sets, repetitions and recovery. 

Another area of advancement is Technogym’s AI-based Ecosystem Coach, which adjusts training programs to not only elevate engagement and results but also supports marketing efforts for operators with its advanced profiling capabilities. 

Advancing the multi-touchpoint experience for users is the Technogym App, offering access to the ecosystem with over 1,000 workouts and programs for fitness, sports performance and health and lifestyle, even taking into account special health considerations. 

Technogym can be found at booth #1716 at IHRSA 2024. 

The post Technogym Launches AI-Powered Health & Longevity Tracking appeared first on Athletech News.