Live Peloton classes, instructor series, creator partnerships, class clips and celebrity collaborations will be available on the social media platform

Endless doom-scrolling on TikTok may soon be replaced with inspiration to move and get fit, after Peloton struck a deal to place its fitness content on the uber-popular short-form video platform with a staggering one billion users. The exclusive partnership has already moved investors, with PTON shares surging around 14% on Thursday after the deal was announced.

Peloton will deliver its workout content to TikTok users in a new fitness hub dubbed #TikTokFitness Powered by Peloton, a dedicated and co-branded space to inspire TikTok users (60% of whom are classified as Gen Z) with live Peloton classes, instructor series, creator partnerships, class clips and celebrity collaborations.

“Peloton and TikTok both move at the speed of culture to better serve our respective audiences,” said Oli Snoddy, vice president of consumer marketing at Peloton. “We collectively recognize the way people engage with fitness is constantly changing. Our team is excited to complement TikTok’s already burgeoning fitness content by introducing the magic of Peloton to new audiences and in completely new ways.” 

credit: Peloton/TikTok

The deal comes less than a year after Peloton’s notable rebrand, which saw the connected fitness company move away from hardware in favor of its workout content and accompanying app. The deal with TikTok marks the first time Peloton will produce social content outside of its own channels. 

“When it comes to the fitness category, we have thousands of communities coming together to connect on everything from #thefitnessjourney to bonding as #runnersoftiktok,” said Sofia Hernandez, global head of business marketing at TikTok. “We’re thrilled that this partnership will bring inspirational fitness content and entertain Peloton users who come to TikTok to learn, connect with instructors, share fitness journeys, and find community.”

Peloton’s Gen Z Push

Although Peloton’s refreshed branding seems to have exposed the brand to new fitness audiences, the connected fitness company has struggled to convert free app users into paid subscribers. Ever the optimist, CEO Barry McCarthy assured investors on Q1 FY2024’s earnings call that with the company’s investments in its Bike rental program, a growing international presence and various partnerships (as seen with Lululemon, Liverpool Football Club, the University of Michigan, New York Road Runners and the NBA and WNBA) Peloton is “making a large bet” on growing its app subscribers this year.

The company’s latest move — partnering with the top-ranking app of the modern era — will further democratize its brand and promote accessibility to its fitness content with Gen Z, also known as “The TikTok Generation.” The new partnership follows a special report Peloton released that covers the fitness preferences of Gen Z, along with other insightful data on some of its newest consumers. 

Peloton also recently welcomed Lauren Weinberg as its new chief marketing officer following the departure of former CMO Leslie Berland, who oversaw the connected fitness company’s rebrand. In her new NYC-based role, Weinberg is now leading Peloton’s brand and product marketing, growth marketing, creative, consumer insights, membership and global communications. McCarthy has credited Peloton’s new CMO for her growth-first mindset and focused approach to scalability.

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GoRuck will be the official partner for both CrossFit and the CrossFit Games, replacing Nobull

CrossFit has announced GoRuck as its official apparel and footwear provider for both CrossFit and the CrossFit Games, marking an end to the fitness brand’s partnership with Nobull.

As rucking and tactical training grows in popularity, GoRuck has gained recognition for its high-quality, tough gear. The brand was founded in 2008 by a former Green Beret, and its gear is backed by a lifetime guarantee. Through the partnership, GoRuck will also be the presenting sponsor of the 2024 CrossFit for Health Summit, CrossFit’s partner for the CrossFit Open and the CrossFit Games, and the official uniform provider for Games athletes. 

“CrossFit and GoRuck share a very similar ethos – a belief in the power of doing hard things and a deep commitment to community,” said Don Faul, CEO of CrossFit. “GoRuck has been an important part of CrossFit for years, putting affiliates, coaches, and our overall community front and center in the work they do to build exceptional products. We are incredibly excited about how this partnership will serve our global community.”

For the partnership, GoRuck will launch a new CrossFit-branded apparel line and deliver apparel and footwear to CrossFit seminar staff. GoRuck’s CrossFit shoe will be the Ballistic Trainer, and the Rough Runner shoe developed for weighted mileage, such as rucking or CrossFit. 

credit: CrossFit/GoRuck

“The partnership with CrossFit is an authentic way for us to amplify our presence with a core group of consumers that are not just committed to their wellness but rely on the most durable products to help support them on their journey,” said GoRuck President Jimi Letchford. “As one of the original CrossFit employees, I have seen how the movement has changed lives, and I was part of the deals that propelled the brand into international recognition. Now seeing that from a new perspective at GoRuck only solidifies the timeliness of this authentic partnership. Yes, it is about apparel and shoes, but it’s more about deepening existing communities through shared missions.”

GoRuck replaces Nobull as CrossFit’s apparel and footwear partner; Nobull held that title between 2021 and 2023 after taking over for Reebok.

“We wrapped up our partnership with Nobull at the end of 2023,” a CrossFit spokesperson told Athletech News. “We’re focusing our energy on the 2024 CrossFit Games season and the Open that begins next month.”

Registration for the 2024 CrossFit Open begins next Tuesday, January 9th. The Open is the first stage of the 2024 CrossFit Games, which officially begin on Thursday, February 29th with Workout 24.1 

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“It is time that the fitness and wellness industry have a serious seat at the table,” remarked Athletech News founder Edward Hertzman

Athletech News rang the opening bell at the Nasdaq on January 4, 2024, marking a significant moment for the entire fitness and wellness industry, which was well represented at the landmark event.

Alongside Athletech News, executives and influencers from leading brands and organizations such as Crunch, Equinox, Hydrow, Zumba, IHRSA, Xponential, Les Mills, Pvolve, NYSC, Restore Hyper Wellness, Tracy Anderson, Exos, Mindbody, InsideTracker, FlexIt and NASM, to name just a few, joined the Nasdaq MarketSite in Times Square.

“Athletech News aims to spark ideas and shape agendas for fitness and wellness executives in this constantly evolving and fast-moving sector,” said Kristina Ayanian, Nasdaq listing host. “They set out each day to inform these leaders with proprietary content and analysis that will help them make informed business decisions with a global wellness market estimated at over $1.5 trillion in 2021. Until now, there has not been a central repository of fitness and wellness-related content focused on the company executives and the trends that are disrupting the industry. Athletech News fills that void, and we’re lucky that you all are joining us here today.”

credit: Nasdaq, Inc./Vanja Savic

Before ringing the opening bell, Athletech News founder and CEO Edward Hertzman gave an inspiring speech where he remarked on the committed and collegial atmosphere in fitness and wellness as the industry pushes for more recognition.

“It is time that the fitness and wellness industry have a serious seat at the table, whether it be Wall Street, the Hill or mainstream media,” Hertzman said. “Wellness is not a week or a New Year’s resolution. It is a way of life. It’s about making mindful choices each day that contribute to our overall well-being. Athletech News is not merely a news outlet — it’s at the forefront, delivering cutting-edge insights, trends and stories that propel the fitness and wellness industry forward.”

ATN founder and CEO Edward Hertzman (credit: Nasdaq, Inc./Vanja Savic)

Over 100 fitness and wellness industry leaders joined ATN to ring the bell and attended a special networking breakfast held after the event.

See more coverage of ATN’s bell-ringing ceremony here.

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The tech giant is as committed as ever to the fitness and wellness space, rolling out a series of enhancements to its workout product

Apple Fitness+ is rolling out updates this coming Monday that will help users start the new year off right. After a tumultuous several weeks for the company with the Apple Watch ban, the move demonstrates that Apple remains committed to and focused on the fitness and wellness space. 

First, Fitness+ is launching a new meditation theme: Sound. After the success of the Sleep meditation theme, Sound is the latest to focus on creating an atmosphere of ease for relaxation and restoration. The meditations range from five to twenty minutes and use tones like singing bowls and resonant gongs. Apple is also releasing new episodes of “Time to Walk,” one of its most popular series. New episodes feature Al Roker, Trixie Mattel, Lilly Singh and Common. Apple Watch users can also pursue a limited-edition award, “Ring in the New Year,” by closing all three Activity Rings for seven consecutive days in January. 

As the Apple Music Super Bowl LVIII Halftime Show approaches, Fitness+ is also releasing Artist Spotlight series dedicated to former headliners. Rihanna’s series will be released on January 8th, Britney Spears’ on January 15th, U2’s on January 22nd, and Usher on February 5th. 

Apple is also releasing a new workout program designed for an often-overlooked group of athletes in connected fitness: golfers. Rose Zhang, a rising professional golf star, joined Apple Fitness+ trainer Kyle Ardill in the new program that was inspired by her training regimen. The program combines strength, core, and yoga workouts to improve strength, flexibility, balance, and mobility. 

“To play at my best, the training that I do off the course is so important,” Zhang said. “Incorporating strength, core, and mobility workouts helps make sure my body and mind are ready. Whether people are new to the sport or want to advance their skills, I’m excited that the workouts in this program on Fitness+ will help users feel more confident in their swing and have fun on the course.”

credit: Apple

The Fitness+ updates come as Apple continues to push further into fitness and wellness. In November, Apple partnered with Anytime Fitness to provide an omnichannel experience for users. Anytime Fitness memberships in the U.S. and Canada now include a free Fitness+ subscription. Fitness+ users joining Anytime Fitness with a membership of more than a year will also get their first 30 days free. 

“Starting the new year can mean kicking off a fitness and wellbeing journey, restarting after a long break, or looking to take it up a level with a new challenge,” said Jay Blahnik, Apple’s vice president of fitness technologies. “From sound meditations to help you relax, to building strength for an improved golf swing or turning up the volume on your workouts, Fitness+ has something for everyone to help them stay active and support their wellbeing in the new year.”

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The popular functional fitness franchise is tackling gym intimidation head-on with a welcoming environment, supportive coaches and new classes

There’s no shortage of individuals who want to get into fitness and wellness but fail to take the necessary steps to put themselves on a mat, treadmill, or bench. Gym intimidation and general “know-how” are both common obstacles in that journey. F45 Training, the ultra-popular functional fitness franchise, is not only clearing a path forward, but working as a friendly guide along the way.

Despite its size as one of the world’s largest fitness franchises, F45 remains committed to personalized fitness with certified trainers on board to help members overcome setbacks, disabilities, or fitness education shortcomings. The F45 environment, built around a strong culture that promotes camaraderie and support amongst all gym goers, makes member acquisition and retention a major strength for the company as it plots a new path forward under CEO Tom Dowd. 

A Warm Environment

From the jump, F45 walks new members through their local studio to help them feel relaxed and understand that whether they’re someone who works out consistently, hasn’t worked out in several years, or even ever before, that this is a place for them. F45’s coaches play a large role in that, having been trained to safely modify each functional training movement to any member’s individual needs. 

Any fears or insecurities that might hold someone back from a more fit lifestyle are attacked head-on via this introductory process. F45 gyms consider themselves a place for all fitness levels, strengthening each studio’s support system and sense of openness to all. 

“Our big push this year is focusing on getting the people who are afraid to come into the studios, afraid to go into a gym, and really welcome them with open arms by spelling out how easy it is to work at your own pace and how easy it is to start with us because you have a hands-on approach with our trainers,” Dowd tells Athletech News. “We’re going to be there to support them from day one and make sure they’re comfortable in moving through the process. We’re so proud of our culture, the high-fiving and the energy. It’s just a welcoming experience.”

Tom Dowd (credit: F45 Training)

In Q1 of 2024, F45 also plans to launch beginner classes, which focus on less-experienced gym goers just looking to get started. 

“We’re very excited about the beginner classes,” Dowd said. “That’s going to enable people to dip their toe in the water and get in and check it out. It’s amazing to read the statistics on how many folks are just so anxious about working out in front of other people.” 

Tech & Gamification Drive Engagement

F45 also employs cutting-edge technology, specifically gamification, to retain members. With a wide variety of software at their fingertips, members can track their progress and compete against themselves, or others to stoke their competitive fire and build on their accomplishments. 

credit: F45 Training

F45’s new Lionheart tech is one example of the tools in play for F45 members to keep them entertained and motivated. The wearable monitor tracks heart rate, effort levels and calories burned during workouts. Users are encouraged to hit certain marks while wearing the device as their progress is shown in real-time with the wearable connected to in-studio F45 TVs.

“This year we’re really working on engagement through technology. The Lionheart experience, measurements and gamification are going to be a big deal for us,” Dowd said, “The tech is designed to help members understand the progress that they make at F45; it plays a great role in keeping members motivated and supporting their training goals.”

Other tech-based advancements at F45 include the brand’s training app, which grants users a one-stop spot to book classes, check out meal plan options, check up on progress and work out remotely. F45 also carries its own radio station “Fitradio,” which features upbeat tunes combined with F45 ambassador voiceovers to enhance one’s workout experience.  

Leaving No Stone Unturned

Along with its beginner classes, F45 offers members three main workout styles to cater to the masses. In addition to its signature functional training workouts, F45 recently launched two new brands, FS8 and VAURA, to expand into other fitness and wellness modalities while maintaining F45’s core principles. VAURA puts members in a high-intensity, athletic reformer Pilates environment, while FS8 features a 50-minute experience of yoga, Pilates and toning.

“We want to make sure we’re offering the different modalities to really cater to everybody’s needs,” Dowd said. “We’re very focused on toning, yoga and Pilates so that we offer something different to the marketplace.”

VAURA Pilates (credit: F45 Training)

But still, Dowd feels there’s more to accomplish in terms of expanding F45’s arsenal of offerings — and by extension the brand’s community of members. He mentioned recovery as an aspect of the fitness and wellness experience that F45 will aim to get involved with this year. 

Simply educating the public about the benefits of  F45 functional training workouts remains a focal point as well. 

“A lot of people still don’t know what F45 is,” Dowd said. “So the biggest opportunity for us is to educate people about who we are.”

FS8 (credit: F45 Training)

Dowd noted the rising popularity of strength training among fitness consumers, and says F45 plans to stake its claim to that share of the market with its unique take on functional training.

“How do we tap into that community of people who are looking for strength-based training?” Dowd said. “How do we get them into the high intensity (workout) that’s very scientifically based? How do we get them into the low intensity like Pilates? More importantly, how do we get them to do all of them with us?”

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