Former athletes undergo a significant transition after the end of their careers, which the company hopes to facilitate through partnerships with fitness studios

AthletEX is a brand devoted to providing a community for former athletes. Founded by CEO Taylor Cohen, the company helps to bridge the gap between former athletes and the athlete-minded. AthletEX has strategically aligned with some boutique fitness studios in NYC to offer a wellness experience beyond traditional fitness memberships.

AthletEX partners with fitness studios such as Tone House, Barry’s, AARMY, 54D, Training Lab, Swish House, and Ice Cold Club. These collaborations allow AthletEX members to access a diverse range of workout styles and wellness activities.

“We’ve carefully curated partnerships that align with our mission to support active, ambitious, and fulfilling lifestyles,” Cohen told Athletech News. “Each of these studios brings something unique to the table, whether it’s the high-intensity training at Tone House, the immersive workouts at Barry’s, or the specialized programs at AARMY and 54D. These partnerships are designed to help our athletes maintain the high level of performance and discipline they’re used to, even after their competitive sports careers have ended.”

This summer, AthletEX launched the “Summer Fitness Passport.” The campaign rewarded members for attending events across various partner studios.

Credit: AthletEX

“The Summer Fitness Passport is our way of offering a new take on traditional membership clubs,” said Cohen. “It’s designed to reward our members for their dedication to maintaining an active and healthy lifestyle, while also introducing them to new fitness experiences. By attending different events and classes at our partner studios, members can tailor their wellness journey to their personal goals, all while staying connected to a community of like-minded individuals.”

The “Summer Fitness Passport” campaign has been particularly successful in fostering a sense of community and engagement among members. “We’re bridging the gap between athletes and the athlete-minded by creating opportunities for them to connect, challenge themselves, and grow together,” Cohen added. “Whether it’s a high-energy session at Swish House or a recovery-focused event like our monthly ‘cool down’ series with Ice Cold Club, there’s something for everyone.”

Credit: AthletEX

With the success of the “Summer Fitness Passport” and ongoing collaborations with top boutique fitness studios, AthletEX is poised to expand its partnership model even further. “We’re continuously exploring new ways to enhance the athlete experience,” Taylor shared. “Our partnerships are not just about providing access to great workouts; they’re about building a comprehensive wellness ecosystem that supports our members in every aspect of their lives.”

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Partnership breathes new life into longstanding fitness center, modernizing equipment and programs to meet community needs

Fitness facilities face growing challenges to stay relevant and be well-regarded local wellness hubs. Texas Health Huguley Fitness Center has not only weathered the storm but emerged stronger than ever. Through a partnership with Freemotion Fitness, the fitness mainstay has undergone a revitalization that has breathed new life into both its facilities and its community impact.

The fitness center, serving the community for over 20 years, faced challenges common in aging facilities, including outdated equipment and declining interest from members. In 2023, Randy Turner, the fitness center’s manager, reached out to Freemotion Fitness for support. Freemotion’s Key Accounts Director Mike Pasquale led the charge in revamping the facility.

Significant Upgrades & Program Innovations
Freemotion’s approach involved more than just replacing old equipment. The entire gym underwent a comprehensive overhaul. Key upgrades included the full replacement of the club’s strength and cardio equipment, including new rigs, racks, barbells, dumbbells and kettlebells.

The free weights area was relocated to create a more welcoming, less intimidating space for members of all fitness levels. The team also transformed a racquetball room into a functional fitness area featuring a 30-foot Fit rig, designed to support group training classes.

credit: Freemotion Fitness

To further enrich its appeal, the fitness center introduced new programming, including pickleball leagues, aimed at pinpointing a more diverse member base. They integrated all-new Freemotion equipment with iFIT technology, offering interactive content that appealed to both new and legacy members.

The results of these upgrades, according to stakeholders, have been positive. Membership has grown by an average of 60 new members per month, and the fitness center has transitioned from operating at a loss to profitability. The investment in health services, including chiropractic care, physical therapy, and an infrared sauna, has also improved the facility’s appeal as more than “just a gym.”

Randy Turner, manager, Texas Health Huguley Fitness Center

Turner says staff satisfaction has improved, along with the center’s reputation, winning top local awards for group fitness and yoga.

“The transformation has strengthened our position as a health and wellness leader in the community,” Turner said. “Our partnership with Freemotion has helped us better serve our members and attract a more diverse demographic.”

“This collaboration has not only stabilized the gym’s finances but also transformed it into a thriving community hub,” said Freemotion’s Pasquale. “The center’s success is a testament to the power of innovation and a strong partnership.”

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The Minnesota-based franchisor of 24/7 gyms continues to open locations across the globe, buoyed by new branding and a revamped member app

Snap Fitness is making good on its lofty global expansion goals, with the gym brand seeing strong franchise growth in the first half of this year. 

Over the first six months of 2024, Snap Fitness opened 20 new locations worldwide and signed 43 franchise agreements, the brand reports. One of those gyms, in Sligo, Ireland, achieved record-breaking pre-sale membership numbers.

The Minnesota-based franchisor of 24/7, no-frills gyms currently counts over 1,000 locations, with a significant presence in the United States, Australia and the United Kingdom, and active plans to expand across Europe, the Middle East and Asia. 

Snap’s strong growth numbers so far in 2024 build on the brand’s success in the back half of 2023. 

“We have opened 36 new gyms in the past 12 months (for the period ending July 2024), remodeled nearly 100 gyms and sold 78 new territories, so we have a really strong and solid foundation,” Snap Fitness CEO Ty Menzies tells Athletech News. “The company aims to continue this growth trajectory, focusing on further global expansion.”

The growth comes after Snap completely rebranded itself back in 2021, updating its color scheme, logo and even the layout of its gyms. The brand also released a new tagline, “For the Feeling,” designed to be more inclusive and embrace the wellness wave that’s currently taking over fitness.’

Menzies says the rebranding is part of “a several-year strategy to modernize our entire network.”

“We are a few years into this process and the results are speaking for themselves, with membership numbers up more than 18% on pre-COVID averages and more interest from people wanting to become a franchisee than ever before,” adds Menzies, who took over as Snap’s CEO in 2020.

credit: Snap Fitness

Investing in Digital Content & Wellness

To complement the new look and feel, Snap has invested in its member app, which includes on-demand workouts along with nutrition, meditation and mindfulness content. On the app, members can track their fitness progress through integrations with Apple Health, Google Health and Myzone, and also earn rewards and celebrate milestones. 

“The Snap App is something we are really proud of, and the journey and evolution of this is remarkable,” Menzies says. “We have a growing library of more than 1,200 on-demand workouts that members can do in the club, at home or on the go. We have really focused on creating a journey to personalize this app and as a result have a ton of meal plans and recipes – bespoke to each and every member.”

credit: Snap Fitness

Snap has also introduced new Recovery Zones at select gyms, adding wellness modalities like infrared sauna and CryoLounge chairs.

Commitment to Mental Health

The brand is also highlighting its commitment to charity, namely mental health initiatives. Snap says it raised almost $25,000 thus far in 2024, with plans to raise even more. The fitness franchise works with organizations including the National Alliance for Mental Illness (NAMI), the Livin Foundation, I Am Hope and the RSPCA Million Paws Walk.

For Menzies, Snap’s commitment to mental health not only aligns with the brand’s “For the Feeling” tagline, it highlights the important role that fitness brands can play in helping people improve their holistic health and wellness.

“By supporting mental health charities, we’re able to continue to shine the spotlight on the crucial link between physical activity and mental health,” Menzies says. “At Snap Fitness, we’re not just in the business of physical transformation; we’re committed to nurturing mental and emotional wellbeing.”

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Ultima Health and Nutrition21 have collaborated on a new hydration product that suppresses the appetite and cravings

Consider it a hydration revolution.

Ultima Health Products, Inc. and Nutrition21 have partnered to launch Crave Killer, a drink mix product featuring Nutrition21’s Chromax, a formula with ginger root extract that reduces cravings and improves hydration levels. 

The zero-sugar, calorie or carb drink mix blends into 16 ounces of water and comes in a tropical flavor that combines passionfruit and orange. Nutrition21 says its ingredient innovation has been extensively studied and supported by over a dozen clinical studies and can manage carb cravings and appetite.

“Ultima Replenisher knows that feeling like your best self starts with what you put in your body,” Gretchen Holquist, vice president of marketing for Ultima Health Products, said. “Hydration is key to supporting your overall health, but there’s more to it than just drinking plain water. This drink mix helps replenish six key electrolytes that your body and brain use every day. Now with Chromax, Crave Killer electrolyte mix offers consumers even more benefits, helping them kick cravings to the curb and feel their best.”

The new Crave Killer is offered in a 14-count stick-pack pouch and is available on Ultima’s website for $22.99. Another new product from Ultima is Gut Health, which comes in Raspberry Lemonade flavoring and maintains hydration while reducing bloating and gas. 

credit: Ultima Health Products

Functional Nutrition and Drink Products as GLP-1 Alternatives

A diet rich in protein and fiber, coupled with a calorie-restricted diet, can be essential to successful weight loss, according to a new study. Nutrition and beverage brands are taking note, crafting alternative weight loss solution to GLP-1s. Crave Killer is among a slew of products to emerge in the non-medicated weight management space, which has seen significant activity. 

Prebiotic superfood brand Supergut, maker of Gut Health GLP-1 Booster, launched in 2022 but has reportedly quadrupled sales of its prebiotic fiber mix and has teamed with GNC to sell its digestion-improving product that naturally regulates GLP-1 production. The gut health brand was validated for its weight management product in a clinical study last year.

For its part, GNC unveiled Total Lean GlucaTrim as a caffeine-free supplement that it says supports healthy blood sugar and insulin levels. The supplement includes Berberine, a compound extracted from various plants which has been referred to as ‘Nature’s Ozempic.’

Another emerging trend in the high protein arena is the rise of products that are crystal clear and come in the flavors of childhood — a departure from thick shakes in standard vanilla, chocolate or peanut butter. 

Gramms, a new clear whey isolate brand touting 20 grams of protein per serving, launched earlier this summer in a lemonade flavor. Two new flavors and a convenient 10-pack box of single-serving packets are slated to roll out next month. 1Up Nutrition also sells clear protein isolate products in flavors such as Rocket Pop, Lemon Italian Ice (a best-seller), Peach Rings and more.

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Fitness On Demand lives and breathes operational efficiency, saving gyms, studios and health clubs upwards of $575 a month while also opening the door to new revenue streams

The difference between thriving and surviving often comes down to operational efficiency in today’s fast-paced fitness industry. Cutting-edge technology and a strong company culture are key pillars for supporting any successful brand but it’s the work behind the scenes that keeps them fortified day-in, day-out. 

Fitness On Demand hasn’t just recognized this but addressed it handily. The comprehensive omnifitness platform’s centralized, back-end business solution helps operators stay sharp and reach new heights. 

Hidden Costs of Outdated Systems

Traditional fitness facilities often grapple with a patchwork of disjointed systems, each addressing a specific need but unable to work in unison. This leads to a cascade of inefficiencies.

According to Fitness On Demand, multiple platform subscriptions such as cable TV, personal training software, digital signage and heart rate tracking can cost facilities an average of $575 per month. That equates to $6,900 per year. 

It’s not just subscription costs that scattered systems affect either, with time management also taking a hit. Training staff, both existing and new, on various platforms is not only a cost on its own but takes staff away from the job they were hired to do. 

System failures and lack of integration between platforms can result in billing issues as well, causing access problems for members and potentially costing facilities lost revenue, more time and member satisfaction.

This doesn’t just impact bottom lines; it creates a fragmented experience for staff and members alike, ultimately hindering business growth while systems remain unable to communicate. Fitness On Demand introduces them to each other. 

Fitness On Demand is A Centralized Solution

Fitness On Demand provides a centralized platform that streamlines back-office operations to help fitness facilities save time, cut costs, discover new revenue streams and bolster overall efficiency. 

From member onboarding to class scheduling, Fitness On Demand automates routine tasks to reduce administrative burden. It replaces those costly subscriptions with its single, yet comprehensive platform all via a user-friendly interface that keeps things moving quickly. 

credit: Fitness On Demand

On the analytical side. Fitness On Demand provides data-driven insights on class attendance, member engagement and resource allocation. This allows operators to make more informed decisions when managing assets. 

The platform also carves out new revenue streams through digital signage and expanded class schedules. This support comes without the need for additional personal trainers and/or added software. 

The results of these efforts speak for themselves. According to Fitness On Demand, participating facilities report a significant reduction in administrative work hours. That’s accompanied by an increase in member retention rates by as much as 30%. 

“Fitness On Demand isn’t just about reducing costs and simplifying operations,” said Andy Peat, CEO of Fitness On Demand. “It’s also about unlocking new revenue opportunities through premium memberships and advertising, enhancing member engagement and boosting bottom lines.”

Facilities are also reporting up to 25% business growth in the first year as well as improved member satisfaction scores by up to 15%.

Paving the Way 

Fitness On Demand isn’t just committed to helping brands see immediate results — but positioning them for success in the years to come. The platform’s adaptability is crucial to this. 

“We’re not just helping facilities save money today; we’re setting them up for sustainable growth and competitiveness in the market,” said Peat. “Our platform is designed to grow with our clients, adapting to new trends and technologies as they emerge.”

credit: Fitness On Demand

As the fitness landscape continues to evolve, one thing is clear: the future belongs to those who can operate with maximum efficiency while delivering exceptional member experiences. Those looking to be a part of that crowd can contact Fitness On Demand for a personalized demonstration illustrating how its features can revolutionize their back office operations.

“Don’t let outdated systems hold you back,” Peat added. “Embrace the future of fitness management with Fitness On Demand.”

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