🔬 Science Weighs In: We Surveyed 200 Women to Find the Statistically Most Attractive Muscle

When it comes to gym culture, few debates are as intense as the one surrounding which muscle group women find most attractive.

To settle the score once and for all, a survey of over 200 women was conducted to determine which muscles rank highest in desirability — and which ones don’t get much attention at all.

The results may surprise you: one muscle group clearly stood out above the rest, but the most unexpected finding was that a certain personality trait actually outperformed every muscle group in our survey.

The Guys’ Predictions: Do They Know What Women Want?

Before surveying the women, we asked a group of men to predict which muscles would come out on top. Unsurprisingly, there were some strong opinions.

Many believed that broad shoulders would take the crown, with several mentioning the “Dorito look” — a wide upper body tapering down to a narrow waist. Others thought chest would be the winner, citing its ability to create a wider frame. Biceps and back were also popular choices, with men believing these muscles signal strength and presence.

However, not all predictions were the same. A few mentioned the importance of abs, quads, and even calves, believing that a well-rounded physique would be the key to winning women’s hearts.

But did the men’s guesses align with the actual preferences of women?

The Women’s Choices: Survey Findings Reveal the Top Muscles

To get the real answer, we asked over 200 women to choose the one muscle they found most attractive in men. The responses varied, but several muscle groups emerged as clear favorites.

Shoulders and back were frequently mentioned, with many women saying they appreciated the frame and broad appearance they create. “Shoulders just give a nice, strong frame,” one respondent noted, while another added, “A strong back shows hard work and dedication.”

Chest was another top contender, often cited for its ability to make a man look larger and more imposing. Women liked the way a well-defined chest “takes up more space” and “makes a man look bigger.”

However, the muscle group that topped the survey wasn’t the chest or shoulders. Arms — particularly biceps and triceps — were the most commonly chosen as the most attractive muscle. More than 30% of respondents picked arms as their number one choice. “There’s just something about big arms,” said one participant, echoing the sentiment of many others.

Interestingly, muscles like abs and quads did not fare as well overall. Abs were often mentioned, but when rated on a scale from 1 to 10, they scored lower than expected. While some women found them very attractive, many felt they were overhyped. As one respondent put it, “Abs are nice, but they don’t really matter as much as everyone thinks.”

And then there were calves, which landed at the bottom of the rankings with only a handful of first-place votes. Many women admitted they barely noticed calves, reinforcing their status as one of the most overlooked muscles in terms of attractiveness.

Breaking Down the Data: What Stands Out?

To ensure the survey results were statistically valid, we used a scientific tool called ANOVA (Analysis of Variance) to analyze the data. This method helped us determine which muscle groups were not just popular but statistically significant in terms of attractiveness.

Arms emerged as the clear winner, significantly outperforming all other muscle groups. Over 30% of the women surveyed chose arms as the most attractive feature, confirming that a well-defined pair of biceps or triceps is hard to ignore.

However, the results for shoulders, chest, and back were closer. While these three muscle groups ranked high, the differences between them didn’t reach statistical significance, meaning they were almost equally favored by women.

Interestingly, abs had a split result. On average, they scored lower than many other muscles, but for those who rated them highly, they were often given a perfect “10.” This suggests that while abs may not be universally adored, they have a strong appeal to a specific group of women.

On the other end of the spectrum, calves were the least popular, with minimal first-place votes. Despite being a challenging muscle to build, they failed to capture much attention.

Surprising Results: Personality Outshines Muscles

While the survey provided some clear insights into which muscles women find most attractive, the most surprising discovery was that muscles weren’t the most important factor at all. When asked about traits they find attractive in men, a majority of women consistently mentioned a sense of humor above any physical feature.

Quotes like “There’s no point if he’s not funny” and “Humor is what keeps me interested” were common throughout the interviews. For many women, humor and personality were ranked far above any specific muscle group. As one respondent put it, “Muscles are a bonus, but if he can’t make me laugh, it’s a deal-breaker.”

This finding suggests that while a muscular physique can attract attention, it’s a good sense of humor and engaging personality that truly capture interest and create lasting impressions.

Implications: Muscles Aren’t Everything

The findings challenge the assumption that building a muscular physique is the ultimate key to attraction. While many women did find certain muscles appealing, the consensus was clear: muscles aren’t the most critical factor in finding a partner.

Instead, women emphasized qualities like confidence, kindness, and humor as far more important. Several respondents noted that muscles can be attractive, but they aren’t the deciding factor in forming a connection. As one woman stated, “Muscles are great, but if he’s not genuine, it’s not going anywhere.”

For men hitting the gym, this suggests that focusing on personal fitness goals — whether to feel healthier, stronger, or more confident — might be more rewarding than trying to meet perceived standards of attractiveness. A well-rounded approach that includes personality development, self-care, and emotional intelligence may ultimately yield better results both in and out of the gym.

Conclusion: Be Yourself, Stay Healthy

So, what’s the takeaway from this deep dive into muscle appeal? While having a well-built physique can certainly attract some attention, it’s not the most important factor for most women. Attributes like a sense of humor, confidence, and a caring personality tend to have a more lasting impact.

If you’re working on your fitness, do it for yourself. Focus on health, well-being, and personal goals rather than just trying to impress others. Remember, the gym isn’t just a place to build muscles — it’s a space to build confidence, discipline, and resilience.

And if you’re looking for a little guidance on how to achieve your fitness goals, consider taking a personalized approach. Start by exploring meal plans and workouts tailored to your body and needs. After all, staying fit is about more than just aesthetics — it’s about feeling good, too.

The Best Labor Day Fitness Sales to Shop This Weekend

Labor Day weekend unofficially signals the end of summer, but there is a silver lining. The national holiday is also a chance to take advantage of some of the best fitness sales of the year. If you’re in the market for some pricey new fitness equipment for your at-home gym or if you’re looking to spruce up your workout wardrobe, you’ve come to the right place. ATN editors have scoured the internet and we’ve identified the top fitness brands that are slashing prices right now. 

For starters, Amazon is teeming with discounts, everything from 20% off treadmills to nearly 30% off a new pair of AirPods. You also don’t want to miss equipment deals from Sole Fitness, like this bike which is currently $800 off the sticker price. If you’re up for refreshing your fitness wardrobe for fall, big-name brands like Alo, Lululmeon, and Athleta have added some new items to their sale pages. These deals are sure to sell out soon, so our advice: finalize your carts before it’s too late. 

Best Amazon Labor Day Deals

Credit: Amazon

Amazon’s fitness Labor Day sale offers steep discounts on a variety of products including fitness equipment like treadmills, everyday apparel, and tech accessories. Keep your eyes out for deals from popular name brands like Apple, Theragun, Bowlfex, and more. These limited-time offers only last through the holiday weekend, so be sure to shop now. 

Urevo 3-in-1 Treadmill with Removable Desk, $399.99 (orig. $499.99) 20% off

Apple AirPods Max Wireless Over-Ear Headphones, $399 (orig. $549) 27% off 

TheraGun Prime Quiet Deep Tissue Therapy Massage Gun, $229 (orig. $299) 23% off

Bowflex SelectTech 552 Adjustable Dumbbells, $429 (orig. $549) 22% off

Hydrow Wave Rowing Machine with 16″ HD Touchscreen & Speakers, $1,495 (orig. $1695) 12% off

Best Lululemon Labor Day Deals

Credit: Lululemon

Take this weekend as an opportunity to score deals on Lululemon’s high-quality activewear and accessories. Lowered prices include discounts on popular items like men’s bestselling t-shirts, backpacks, caps, and more. These are sure to sell out, so shop early. 

Lululemon Men’s License to Train Short-Sleeve Shirt, $39-$54 (orig. $78)

Lululemon Everywhere Backpack 22L Tech Canvas, $54 (orig. $78)

Lululemon Everywhere Belt Bag 1L, $29 (orig. $38)

Lululemon Unisex Classic Baseball Cap, $29 (orig. $38)

Lululemon Men’s Restfeel Slide, $49 (orig. $58)

Best Sole Fitness Labor Day Deals

Credit: Sole

Outfitting your at-home gym isn’t cheap, but lucky for you Sole’s LDS offers impressive discounts on the brand’s premium equipment. If you act now expect to snag treadmills, ellipticals, stationary bikes, and other high-end machines for less. These promotions are only available through the holiday, making now the prime opportunity to get yours.

Sole SB900 Exercise Bike, $399 (orig. $1,200)

Sole E98 Elliptical, $2,700 (orig. $2,900)

Sole Srvo All-in-one Complete Trainer, $1,999 (orig. $2,199)

Sole W116 Weight Bench, $249 (orig. $449)

Sole SW155 Adjustable Dumbbells 551bs, $329 (orig. $429)

Best REI Labor Day Deals

Credit: REI

Outdoor enthusiasts have been waiting for REI’s much anticipated Labor Day sale. During the event, score substantial discounts on a wide range of apparel and gear. Shoppers can find deals on everything from hiking boots to camping gear, all from big-name brands. Even better: REI members may enjoy additional perks and savings at checkout. 

REI Co-op Skyward 6 Tent, $223 (orig. $449) 50% off 

Keen Men’s Targhee IV Mid Waterproof Hiking Boots, $127 (orig. $170)

REI Co-op Men’s Flash Stretch Rain Jacket, $83 (orig. $169)

Kuhl Men’s Renegade Rock 7″ Shorts, $56 (orig. $75)

Cannondale Topstone 3 Bike, $1,120 (orig. $1,400)

Best Athleta Labor Day Deals

Credit: Athleta

Any ladies looking to update your wardrobe with versatile and stylish activewear, this one’s for you. In celebration of the holiday, enjoy discounts on a variety of Athleta items including leggings, tops, sports bras, and more. The brand, which is committed to sustainability and comfort, has got you covered for the gym, brunch, errands and beyond. 

Athleta Women’s Brooklyn Mid Rise 16 Skort, $40 (orig. $59)

Athleta Women’s Boundless Low Rise Cargo Pant, $85 (orig. $119)

Athleta Women’s Essential Tank, $20 (orig. $35)

Athleta Women’s Boundless Popover, $95 (orig. $129)

Athleta Women’s With Ease Strappy Tank, $33 (orig. $45)

Best Alo Yoga Labor Day Deals

Credit: Alo Yoga

Alo might be the most popular activewear brand around, thanks to their sleek, cool girl-approved designs. Expect to scoop up discounted best-selling items like leggings, onesies, sports bras and more during this sale. Even better, all of the pieces are versatile so you can wear them to the gym for your workouts or styled with items from your everyday wardrobe. 

Alo Women’s Airlift Double Trouble Tennis Dress, $102 (orig. $128)

Alo Women’s ⅞ High Waist Airbrush Legging, $78 (orig. $98)

Alo Women’s Airbrush Physique Onesie, $102 (orig. $128)

Alo Women’s Faux Leather Boss Puffer, $278 (orig. $348)

Alo Women’s Alosoft High-Waist Iconic ‘90s Capris, $70 (orig. $88)

Best Pvolve Labor Day Deals

Credit: Pvolve

Whether you’re a die-hard fan or new to Jennifer Aniston’s favorite workout, now is the time to save on Pvolve’s innovative low-impact workout equipment and accessories. The sale includes discounts on their signature bands, hand weights, ankle weights, bundles, and more. There’s no time like the present to invest in your fitness. 

Pvolve Signature Bundle, $180 (orig. $199)

Pvolve Essentials Bundle, $315 ($349.99)

Pvolve Total Transformation Bundle, $563 ($625)

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Lasha Talakhadze Reveals His Heaviest Squat Ever

Lasha Talakhadze is stronger than he needs to be. The Georgian won his third Olympic gold medal at Paris 2024 earlier in August, cementing himself as the modern G.O.A.T. of competitive weightlifting.

A few months prior to Paris, Talakhadze unveiled his heaviest squat ever during an interview with strongman Martins Licis.

Talakhadze is not known for his leg strength in squat variations in particular, but unsurprisingly, he’s got some serious chops in the squat rack.

Lasha Talakhadze: Heaviest Squat Ever

“Us weightlifters do not do 1-rep maxes,” Talakhadze told Licis during an interview conducted three months prior to the commencement of the 2024 Olympics.

“We usually do doubles and triples,” Talakhadze continued, referring to sets of two and three reps at at time. “The heaviest set I’ve done is 345 kilograms for a double.”

[Related: Best Weightlifting Shoes for Squatting]

345 kilograms is hard to fathom, so we’ll contextualize it for you. Talakhadze’s barbell, packed to the brim with bumper plates, weighed about the same as:

A male and female lion, combined

50 bowling balls

More than two Vespa GTS300 scooters

Less than double Talakhadze’s own body weight of roughly 180 kilograms

And he did it for two reps. Talakhadze’s world-class leg strength nabbed him three Olympic gold medals (the only super-heavy weightlifter to ever do so), all the world records in the Men’s +109-kilogram category, and a decade-plus international win streak.

Talakhadze has not lost a weightlifting competition in 11 years. In Paris, he claimed gold by a three-kilogram margin. It was the closest Talakhadze had come to finishing anything other than first in years.

But how would Talakhadze’s best squat stack up in powerlifting?

Lasha Talakhadze vs. Powerlifters

First, we need to account for the double “problem.” By plugging Talakhadze’s personal record into BarBend‘s 1-rep-max calculator, we can roughly estimate what his true single-rep max would be:

One Rep Max Calculator

Weight Lifted

Reps Performed


Your one rep max is:

Percentage of 1RM
Lift Weight
Repetitions of 1RM

100%

1

95%

2

90%

4

85%

6

80%

8

75%

9

70%

12

65%

16

60%

20

55%

24

50%

30

[Related: The Best Protein Intake Calculator on the Internet]

The calculator returns a result of 354.8 kilograms; we like Talakhadze, so we’ll charitably round him up to 360 kilos for a theoretical 1-rep max.

According to the International Powerlifting Federation’s registry, the world Open raw squat world record for a super-heavyweight powerlifter stands at 478 kilograms by Jesus Olivares.

[Related: Best Pre-Workout Supplements for Olympic Lifting]

But there are caveats. A few factors muddy the water here — powerlifters squat low bar vs. the high bar position used by Talakhadze and other weightlifters. The back squat is also a competitive discipline in powerlifting, but merely an accessory exercise for weightlifting.

Talakhadze is miles away from being the strongest squatter in the world, but he isn’t trying to be. 345 kilograms for reps got him exactly where he wanted; in the record books and on top of the podium at the Olympic Games.

More Weightlifting News

Karlos Nasar Reveals 185KG Unofficial Snatch World Record

Exclusive: Olivia Reeves “Open” to Second Olympics, Wants World Records First

Win or Lose, Weightlifters Love Doing Backflips When They Compete

Featured Image: @talakhadzelasha_official / Instagram

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EGYM Launching Digital Education Portal

The fit tech company has laid the groundwork in advancing personalized training and giving its clients an edge 

Knowledge is power, but it can also spark increased revenue.

With 2025 just around the corner, EGYM is set to launch a brand-new digital education portal for health and fitness facilities using its ecosystem that will level up fitness trainers and staff on EGYM products, from new hires to existing staff.

Equipping operators and staff with access to product knowledge can be transformative when it comes to member satisfaction and a company’s bottom line, the Colorado-based EGYM says. 

Slated to go live at the beginning of next year, the EGYM Education Portal features short courses from introductory to expert level, covering topics such as EGYM’s ecosystem and third-party integrations, its various smart strength machine modes, creating new accounts for gym members using EGYM’s Trainer app, learning about the recently debuted AI-powered EGYM Genius platform, and EGYM’s new hip thrust machine, which is part of the Smart Strength lineup. 

For added flexibility, the portal is available 24/7 with online training courses so that staff can train at their own pace and time. 

“At EGYM, we have always recognized that continually providing education to our operators and their staff is a must in helping them succeed,” EGYM North America general manager Dana Milkie said. “The EGYM Education Portal is the next evolution of our commitment to delivering training that helps clubs differentiate their brand against competition.”

Tech as the Ultimate Engagement Tool

Last month, EGYM co-founder and CEO Philipp Roesch-Schlanderer discussed the fit tech company’s vision for strength training and member engagement on an episode of Athletech News’ Unscripted podcast. During the wide-ranging conversation, Roesch-Schlanderer touched on the importance of education and engaging staff.

credit: Egym

“For us, the most important stakeholder in all things we do is the gym operator,” he said. “We really believe they are our number one customer. We need to make sure that they are just phenomenally successful…and part of this success formula is to really make sure that the staff is highly engaged. Because if you have a model that includes staff, you will not be successful if your staff is not really excited about what they do.”

Roesch-Schlanderer added that in markets where there is a significant emphasis on personal training (like the U.S. and U.K.), the customers who retain EGYM’s expertise are seeing higher personal training booking rates.

With EGYM automating the experience, operators and fitness consumers rely on data-driven information, freeing both from typical orientation sessions where trainers are angling to upsell services. It’s also highly advanced, with prospective clients quickly discovering muscle imbalances and other insightful information that informs the optimal training method for their unique needs and goals. 

“We really think through in every single detail, what does the analog process look like, and what could technology do to really satisfy the needs for all stakeholders across the board,” Roesch-Schlanderer said. 

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Technogym Appointed Exclusive Supplier of the Paralympic Games

On the heels of a remarkable summer at the Paris Olympics, the fitness tech leader is helping elite athletes redefine what’s possible 

Following the Paris 2024 Olympics, Technogym has been selected as the exclusive supplier for athlete training at the Paralympic Games.

The fitness technology and equipment company, founded and led by Nerio Alessandri, has just wrapped its ninth appearance at the Olympics, training its athletes for the widely-watched games. Technogym is now providing the latest solutions to support the athletes participating in the Paralympic Games, showcasing the company’s expertise in elite sports training.

Since its establishment in 1960, the event has grown significantly over the years, with 4,400 athletes expected at the Paris 2024 Paralympic Games. Over the years, the event has seen an increase in the number of disciplines, expanding beyond wheelchair-based sports to swimming, skiing and cycling, with 23 disciplines featured at the Paris 2024 Paralympic Games. To support athletes of all kinds, Technogym has set up 12 athletic conditioning centers in the Olympic Villages at Paris St. Denis and Chateauroux and at the competition facilities.

credit: Technogym

Supporting Paralympic Athletes 

Technogym’s wide range of fitness equipment has made the Italian-based brand a central figure in training, particularly for its adaptability and inclusiveness to those who use a wheelchair. The fit tech company points to its Skillup, an upper body ergometer with multidrive technology for alternating cardio and power training. 

Technogym’s Excite Top, an upper limb ergometer from its Excite cardio training line, has also been designed with a removable seat. Skillrun, also from Technogym’s Skill Line, offers a running platform with sled and parachute functions and provides measurements and analysis of asymmetries.

Another way Technogym serves elite athletes is through Biostrength. This AI-based effective training model adapts and guides users with six different types of resistance with its Adjustable Pulley REV, Leg Press REV and Leg Extension REV equipment, all of which allow unilateral training and offer precise insights. 

credit: Technogym

In an interview with Athletech News earlier this summer as the Paris Olympics kicked off, Alessandri noted that being the brand of reference to the famed games is very important to Technogym and shared that it helps inform future innovation. 

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

Technogym has also forged relationships with Paralympic athletes who have become brand ambassadors, such as Bebe Vio, an Italian fencer, and field and track athletes Felix Streng and Ambra Sabatini.

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Ultrahuman Expands U.S. Presence with Launch of Ring AIR at Verizon

Does the smart ring’s expansion into Verizon’s retail stores mean the smart ring market might just be getting started?

Ultrahuman has officially launched its Ring AIR in Verizon stores across the United States, expanding its U.S. footprint. The move indicates that the smart ring market, which was largely driven by Oura in recent years, is growing and becoming increasingly diversified. Ring AIR is now the first smart ring available through Verizon’s extensive retail network.  

The Ring AIR is just part of Ultrahuman’s health ecosystem, which includes the Ultrahuman M1, a continuous glucose monitoring platform; Blood Vision, a preventive blood testing platform utilizing UltraTrace technology; and Ultrahuman Home, an in-home health device. The company recently raised $35M in its Series B round.

Farhana Chaudhry, associate vice president of consumer products at Verizon, expressed enthusiasm about the partnership, “Verizon is committed to providing our customers with the latest technology to improve their lives. We are excited to offer the Ultrahuman Ring AIR to our customers and help them achieve their health and wellness goals.”

The Ultrahuman Ring AIR provides users with insights into sleep, movement and recovery using proprietary algorithms and advanced sensors. Ultrahuman also recently launched the PowerPlugs Store, a platform for apps and plug-ins, including AFib Detection, Vitamin D, Cardio Adaptability and more.

“Working with Verizon allows us to reach a wider audience and empower more people with the tools they need to take control of their health,” said Bhuvan Srinivasan, chief business officer at Ultrahuman.

The smart ring business is expanding rapidly, with Samsung’s Galaxy Ring launch and the expansion of other market players. Time will tell if Oura’s hold on the industry will continue or be disrupted by other companies.  

Starting today, the Ultrahuman Ring AIR is available for purchase at select Verizon stores and online at Verizon. For more information on the Ultrahuman Ring AIR, visit ultrahuman.com.

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Cortisol Face: Separating Fact from Fiction

Social media influencers have popularized the term “cortisol face,” but experts warn that the real causes are far more serious

Are your clients experiencing puffy faces and swollen cheeks? Are they worried that it might be their stress levels affecting their body? Social media wants them to think they may have come down with a case of “cortisol face.” According to experts, this is a total reach and a misinformed one. 

TikTok and Instagram are home to hundreds of videos discussing the issue of “cortisol face,” sometimes referring to it as “moon facies”: a trend bent on solving the mystery of swollen and puffy faces. 

Influencers have racked up millions of views showing off their “before and after” pictures, claiming they turned to certain products and lifestyle changes to alter their appearance and slim their face. They insist that their symptoms were due to high levels of cortisol, a hormone nicknamed the “stress hormone” as it is known for, amongst its other uses, regulating the body’s stress response. 

However, these influencers are not talking about the actual “cortisol face” at all. They are dangerously misusing a term that’s attributed to serious health conditions. 

What is “cortisol face”?

Real “cortisol face” or “moon facies” is a medical issue, typically caused by a rare medical condition, like Cushing’s Syndrome, hypothyroidism, or a pituitary gland tumor, or from taking prescription corticosteroids. According to author and women’s health expert Dr. Mindy Pelz, typical stress levels will not affect the average person and give their face that “puffy” look. 

“Social media has warped the concept of cortisol face,” Dr. Pelz told Athletech News. “It’s a symptom of a rare and serious medical condition, not the result of everyday stress.”

While cortisol can create inflammation, Dr. Pelz maintains that it will not lead to noticeable facial swelling in the average person. 

In real scenarios of “cortisol face,” an individual has extremely high levels of cortisol and experiences inflammation and increased fat deposits in the cheeks. This can also be paired with anxiety, memory problems, poor sleep, and hypervigilance, which is when an individual feels unable to relax, says Dr. Pelz.

“Normal stress won’t cause nearly enough cortisol release to produce cortisol face,

Dr. Pelz said. “The truth is cortisol face is not a realistic concern for most people—and if you do have cortisol face you should visit a doctor.”

If an individual is experiencing facial swelling, chances are it is rooted in something much more treatable, like an allergic reaction or infection. 

Allergic reactions to substances such as dust, pollen, or other allergens can cause swelling symptoms. Sinusitis is another possible explanation for a puffy face, often causing swelling to the cheeks, eyes, or forehead. Some individuals wake up with a puffy face simply because they slept in a position where their face was pressed against their pillow.  

Exercise & Cortisol

Fitness professionals should also be aware of the exercise/cortisol connection and how it might legitimately affect clients. While “cortisol face” may not be a realistic concern for most people, certain exercises, particularly High-Intensity Interval Training (HIIT), can affect cortisol levels in the body.

HIIT has gained popularity as an efficient exercise method that can improve various aspects of physical fitness, including metabolism, body composition, and insulin sensitivity. However, excessive HIIT without proper recovery can lead to elevated cortisol levels, potentially resulting in overtraining syndrome.

To maximize the benefits of HIIT while avoiding its potential negative effects, experts recommend limiting HIIT sessions to 2-3 times per week and prioritizing recovery between workouts. Recovery practices may include adequate sleep, proper nutrition, meditation, and other stress-reduction techniques.

While HIIT can be an excellent addition to program design, it’s important to approach it mindfully and monitor a client’s progress. If they experience persistent fatigue, mood changes, or other symptoms of overtraining, it may be time to reassess the program and refer the client to a healthcare provider.

What should a client do if they think they have a “cortisol face”?

According to Dr. Pelz, it is always wise to ask a doctor if you have concerns about facial swelling.

“If you’re experiencing significant facial swelling or sudden fat deposits in your cheeks, go to a doctor for a hormone test,” Dr. Pelz said. “You may have an autoimmune or thyroid disorder, or be experiencing side effects from taking prescription medication.”

While most people probably do not have an actual “cortisol face,” there are always ways to manage stress levels to maintain a healthy level of cortisol in the body. 

To do so, Dr. Pelz always recommends maintaining a balanced diet to increase your resilience to stress. 

“Taking magnesium and vitamin B12 can make a big difference, as stress depletes both nutrients,” Pelz said. “Long-term stress can cause more serious problems, like insomnia, depression, weight gain, and  increased heart disease and cancer risk.”

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With Amalgama, Fitness Brands Master the Art of Going Digital

Alalgama emphasizes a user-over-tech mentality, helping fitness brands find digital approaches that truly work for them and their clients

As a leading digital product developer for fitness brands in an increasingly digital world, few organizations can read the room in the health and wellness sector the way Amalgama does. 

Founded in 2013, the digital innovation consultancy has assisted clients through the pandemic, and into the resulting wellness boom, including the current demand for a more omnichannel approach to fitness. 

With that experience, Amalgama has fostered a strong understanding of how fitness brands need to move to achieve success going forward, following trends — but not blindly. 

Why It Makes Sense To Hire a Digital Consultant 

Running a fitness brand is no easy task. With so much for companies to focus on, it often leaves digital design on the back burner. That’s where Amalgama steps up to the plate. 

“It’s a matter of focus and expertise,” said Amalgama CEO Gonzalo Amuchastegui when asked why fitness brands struggle with digital design. “It’s probably not their core business. They might be a brick-and-mortar business or hardware first and they want to improve their customer experience. They have great hardware, but in order to scale, they need to bring digital to their service. In that sense, they are not entirely focused or have the expertise building digitally so they make mistakes.”

Brands also often believe that simply weaving advanced tech into their offerings without any foresight is enough to enhance their digital presence, when in fact it’s a far more complicated process. 

Amalgama instead emphasizes a user-over-tech mentality

“People put technology ahead,” said Amuchastegui. “They think that because they’ve brought in the latest piece of high tech, they will succeed. We need to put the user ahead. We need to understand whether or not that spaceship will actually add value to the user. We can create very complex things, but they might not solve any problem for the user or anything they wish to achieve.”

Gonzalo Amuchastegui (credit: Amalgama)

Longevity Is a New Favorite

From what Amalgama has seen, the way different elements of health and wellness coexist and even enhance each other to establish a more holistic approach to fitness is top of mind for brands right now. 

“The main topic that we’ve seen for the last year already is longevity,” noted  Amuchastegui. “It’s mainstream right now. It’s how we not just live more, but live better. That leans towards mental and physical health.” 

“It’s all about training, eating, and rest. Those three key elements retrofit themselves and allow you to be physically and mentally well,” he added.

Brands are recognizing this demand from their consumers more and more each day. Amalgama prides itself on staying attentive in terms of what tech is available and how to best apply it to meet that demand. 

“We cannot focus just on one thing because people are thinking of well-being holistically,” Amuchastegui said. “They think about longevity and they think beyond being just fit. So when we help our clients, we need to understand which technologies are out there so we can integrate them and provide a unique solution.” 

The brand’s own culture and interest in health and wellness play a pivotal role in that. Amalgama knows what’s most helpful for fitness-oriented clients because its staff thinks and acts like them.

“We as a company take well-being very seriously,” said Amuchastegui. “We train, we do sports and we eat well so we have healthy habits. We help each other to learn more and to know more, so that helps us provide a better service towards our clients.”

At the same time, Amuchastegui argues it’s vital for brands to stay true to who they are even as they keep up with trends. Amalgama builds brands up from the inside out, concentrating on their unique aspects before eventually piling on the ancillary components based on consumer demand. 

“We don’t believe that our client or us will be the best at everything,” said Amuchastegui. “We have to help them understand where they’re unique, what is their core, and upon that, find out which things we can leverage.” 

credit: Amalgama

Be Quick to Pivot

Keeping a pulse on what’s trending as a digital content supplier also involves being ready to adjust your offerings at a moment’s notice. Trying different solutions and strategies needs to be a ceaseless endeavor no matter what stage a company finds itself in. 

“We encourage our clients to test, test and test,” said Amuchastegui. “The sooner the better of course, but even if you’re already in the market, you have to keep on testing, testing and testing because user habits and tastes change all the time. Users get very excited with new releases or new products and one month, or two months later, they drop. You have to keep on adding value to them all the time.”

In the wake of the pandemic, Amalgama has also seen the swaying interest between in-person and remote workouts. As a digital provider, it has had to stay on its toes meeting those demands all the same. 

“A couple of years ago COVID hit, so I think that’s been the biggest change in our industry because everything needed to shift towards digital,” said Amuchastegui. “Not many brands were digital so that was an immense change.”

The post With Amalgama, Fitness Brands Master the Art of Going Digital appeared first on Athletech News.

The Wellness Revolution: A Deep Dive with Perspire Sauna Studio

Jackie Mendes explores how changing consumer priorities are reshaping health trends and what sets Perspire apart in this dynamic landscape

Over the past five years, the fitness industry has undergone a profound transformation as consumers have redefined their approach to well-being. The focus has shifted toward holistic wellness, prompting gyms and studios to adapt rapidly and leading to the emergence of numerous new brands catering to these evolving needs.

Meanwhile, established brands with over a decade of experience continue to offer deep expertise and a strong foundation in wellness, reflecting the industry’s long-term commitment to this comprehensive approach.

One such brand is Perspire Sauna Studio. Since 2010, the brand has been uniquely delivering infrared sauna therapy designed to help with detoxification, relaxation, and overall wellness.

Athletech News sat down with Jackie Mendes, director of franchise sales for Perspire Sauna Studio, and industry veteran to discuss this seismic shift, how it’s impacting the industry, and what the future might look like.

This conversation has been lightly edited for clarity and length.

Credit: Perspire Sauna Studio

Athletech News ( ATN): What are the key factors that have been driving the focus on holistic wellness and recovery methodologies?

Jackie Mendes (JM): I think from a big-picture standpoint, healthcare in America is not working. For years it’s been focused on disease treatment versus prevention. There has been an extreme reliance on pharmaceutical drugs. In essence, we have been outsourcing our healthcare.

While this route seems appropriate to treat acute conditions, individuals do have some control over chronic conditions. We can help ourselves through prevention versus always turning to drugs or other treatments as a first line of defense.

Americans are realizing this. That’s what’s driving this shift.

We are now empowered to understand our bodies better and analyze our bloodwork and data points through wearables to live healthier lives without relying on pharmaceutical drugs or invasive treatments with side effects. Americans are increasingly directing their spending toward prevention rather than treatment.

There is an interesting new report from Deloitte that references the well-being dividend – investing in one’s own well-being and reaping the returns. The report suggests that this type of investment will shape the future of health spending in the U.S. and I think so too.

ATN: Were we seeing any of this before 2020?

JM: 100%. 

I think over the last several years Americans have been getting smarter and have been looking for other means to remain healthy. There was a groundswell of sorts happening, and then the pandemic spurred a great awakening.

Jackie Mendes, director of franchise sales

ATN: Do you think people are shifting away from fitness to replace it with wellness?

JM: No. It is not an either-or. Both are imperative and I think people realize this distinction.

People are still working out and investing in fitness, but their motivations have evolved. Beyond just looking good, individuals now exercise to enhance heart and brain health, improve biomarkers, prevent disease, and more. The reasons that are driving fitness are now deeper and more comprehensive, which is exciting.

Wellness is the other side of the coin, and people are vested in both aspects. At Perspire Sauna Studio, we see this daily as our members come in to recover, rejuvenate, boost their immunity, enhance their sleep, and heal on a cellular level. Combining wellness with exercise represents the future of health.

ATN: Is the wellness market becoming saturated, and how does Perspire Sauna Studio fit in?

JM: I think there is room for growth in this market. It’s not going away.  

The climate makes me even more bullish about the benefits of Perspire Sauna Studio.

One thing I love about the model is its simplicity. Perspire Sauna Studio is like an extension of your home. If the gym is your third place after work and home, this is your “safe place.”

From a mental standpoint, it forces you to get off your screen, it restores at a cellular level, it feels good, and it’s easy to fit into everyday life. These are huge draws.

Perspire Sauna Studio has seen remarkable growth and is not slowing down. 

Credit: Perspire Sauna Studio

ATN: Do you believe that the current intense interest in “everything wellness” might diminish over time?

JM: This shift is new, so it is – as you say – intense. Over time, I think it will simply be part of our lives. It will be how we live.

As Americans make this shift, the next generation will follow suit. I already see it happening with my son. He reads food labels. He cares about what he’s putting into his body and how he’s treating his body.

I think you will see services like Perspire Sauna Studio in every neighborhood. Hot and cold therapy will be staples – like walking. Promoting cellular health just makes sense for health, wellness, and longevity.

ATN: What does Perspire Sauna Studio offer that others do not?

JM: In addition to the myriad of health benefits, it is a wholly private escape where members can unplug to restore mental and physical health on a daily and weekly basis.

Our proprietary sauna offers the full spectrum of infrared (IR) and medical-grade red light therapy (RLT).

The experience is highly personalized with member preferences such as temperature, music choice, entertainment options, and more.  

Perspire Sauna Studio offers an elevated high-touch hospitality-driven experience.

Credit: Perspire Sauna Studio

ATN: How will you remain relevant and stand out in this crowded space?

JM: Heat therapy will always be relevant. It’s been used for centuries for its many health benefits. So Perspire Sauna Studio will always be sauna-centric.

We will continue to stand out through session enhancements and ongoing innovation in personalization.

Members can choose to enhance their sessions with Halo Therapy and benefit from Contrast Therapy with our new Cold Shower option. We have some other really exciting enhancements on the way.

ATN: What excites you about the future of wellness?

JM: I think we are just getting started. I foresee a massive shift in the metabolic dysfunction that plagues Americans today. I can’t wait to see what this looks like when my son gets older and how we might be able to turn around the statistics on heart disease, cancer, and more. I think we are going in an amazing direction and I’m glad to be part of this.

The post The Wellness Revolution: A Deep Dive with Perspire Sauna Studio appeared first on Athletech News.

Who To Watch at the 2024 Masters CrossFit Games by Legends

The Masters Games aren’t just a celebration of fitness — they’re a celebration of longevity. 

And impressive feats of strength, skill, and endurance will be on display at the 2024 Masters CrossFit Games in Birmingham, AL, from August 29 to September 1. 

“The masters are like the (NCAA) D3 athletes. They’re doing it for the love of the game,” Scott Panchik said last year while competing in the 35-39 division for the first time.

While this is true, they are also striving to earn the title of “Fittest on Earth” in their respective age groups. 

Let’s take a look at some of the athletes to watch this weekend.

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35-39, Men’s Division 

Will Moorad won the Age Group Semifinal, finishing all four events in the top eight. However, he had to withdraw from the North America East Semifinal due to a hip injury, which he sustained in Event 2. 

If he is at full strength, the five-time individual Games athlete is the favorite to stand on top of the podium. 

Bronislaw Olenkowicz, a.k.a. “Big Bron,” is also bound to put on a show in Birmingham. 

He placed 26th at the 2023 CrossFit Games as an individual and 42nd in 2019. After finishing in sixth in the Age Group Semifinal this year, he placed 20th as an individual in Europe. 

It’s worth noting that Olenkowicz won the snatch ladder at the Europe Semifinal by French Throwdown, so you can look for him to repeat that in Event Four this weekend.

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Chase Smith is another athlete who qualified for both the age group and individual Semifinals this year, finishing second to Will Moorad in the 35-39 Age Group Semifinals. 

Also, don’t sleep on Ruan Duvenage, the fourth-place finisher at the Africa Semifinal; Games veteran Elijah Muhammad; or Kyle Ruth, the Coach and Director of Education for Training Think Tank.

35-39, Women’s Division 

Emilia Lepänen from Finland won the Age Group Semifinals with one event win and 44 total points. She has three years of Games experience, having competed in 2019 and 2021 and on a team in 2022.

Tammy Gyorkos has Games experience, too, having competed on team CrossFit Westchase Red in 2022. She finished second in the Age Group Semifinal and also snagged a Semifinal workout win.  

Watch out for Games veterans Mekenzie Riley, China Cho, and Jaime Hagiya, a fan-favorite competitor who threw down at the North America West Semifinal by West Coast Classic this spring. 

40-44, Men’s Division 

Two-time champ Rudy Berger has a habit of winning. 

He is coached by his wife, Lynette, and mentored by CrossFit legend Scott Panchik. 

Berger is the favorite to three-peat and will likely have one of the largest cheering sections from his home gym, Chalkdust CrossFit.

Julian Serna, out of Colombia, won the online Semifinal over Berger and is new to the 40-44 division. He made it to the Games in 2018 on a team and could push for the title this year.

On Serna’s Games profile is a single line: “I’m old and for that reason I like Matlock!!!!” Respect.

Before taking last season off, Alexandre Jolivet had made the Games five years straight in the Age Group divisons, including three podium finishes (one second and two third-place finishes). 

This will be the Canadian’s last year in the 40-44 division before aging up. 

Also, watch out for Peak 360 owner and Games veteran Guido Trinidad, 2023’s sixth-place finisher Chicho Quesada, and reigning IF3 World Champion from Sweden David Santa Cruz Borgstrand.

40-44 Women’s Division 

Andreia Pinheiro finished second to legend Sam Briggs in 2023. 

The 41-year-old from Brazil will be the only athlete to qualify for and compete in both the individual CrossFit Games and the Masters CrossFit Games in the same season. 

She is only three weeks removed from the CrossFit Games in Fort Worth. 

Alethea Boon provided one of the most memorable moments from the Oceania Semifinal by Torian Pro back in May during the snatch ladder event. The 40-year-old has six CrossFit Games appearances (one on a team, three as an individual, and two as an Age Group athlete). 

She finished just two points behind Pinheiro in Semifinals. 

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Also, keep an eye on five-time Games veteran Carleen Mathews and the most prolific CrossFit Games competitor, Rebecca Voigt Miller. 

Every year since 2008, Voight Miller’s name has been called. While she hasn’t claimed the title of Fittest on Earth, she has gotten extremely close. She has podiumed four times as a Master’s athlete and once as an individual in 2011. She finished 15th in the online Semifinal this year, but her experience in live competitions should propel her toward the top of the leaderboard.

Worth noting: Last year’s winner, Sam Briggs, did not compete in the 2024 season due to injury. This leaves the door open for one of these women to become champion. 

 45-49 Men’s Division

If you follow the Masters at all, you know Jason Grubb. And at age 48, he is looking for his unprecedented fifth straight title. 

Grubb has become a major voice for the Masters community, and while he placed second in Semifinals, he is still the favorite in a very strong division. 

Caine Hayes bested Grubb in the Semifinals, and is new to the division this year. The Australian has second, third, and fifth-place finishes to his name in the 40-44 division. He should battle Grubb for the top spot.

Another athlete to watch is Robby McCord, who rounded out the top three in Semifinals, after winning the Quarterfinals. Also, Nuno Costa, a former team athlete, won the Affiliate Cup in 2014 as part of CrossFit Invictus and could be a challenger for a podium spot. Other notables include David Johnston, Robbie Perovich, and Heath Moody. 

45-49 Women’s Division 

Kelly Friel is going for her fourth consecutive championship. 

She won the 40-44 division in 2021 and 2022 after placing second the previous two years. She then won the 45-49 division last year.

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Val Voboril has plenty of experience at the highest level of the sport. She is a six-time Games athlete and placed third in 2010 and 2013. This is Voboril’s first Games as a Masters athlete, but she hasn’t competed at all since 2017, when she was 38. 

Deanna Posey enters the Games in the top qualifying spot after winning the online Semifinal by placing in the top five in all four events.

50-54 Men’s Division 

Joel Hughes took first place in the Age Group Semifinal, winning the final workout. 

He has Games (and podium) experience, having taken first place in the 45-49 division in 2019. 

Then again, second-place Semifinal finisher Justin Lasala also has an impressive Games resume. 

He has competed every year since 2017 as a Masters athlete, standing on the podium twice in 2019 (in second place) and 2021, (in third place.) This will be his first year competing in this age group.

Eric Smith is back competing after taking sixth place with a severely sprained ankle at the 2023 CrossFit Games.

50-54 Women’s Division 

Filareti Xanthoudaki from Greece was this year’s 50-54 Age Group Semifinal winner. She competed at the Games in 2021, taking 15th place in the 45-49 division that year. 

Gymnastics master Pamela Gagnon is competing for her fourth time at the Games and the first time in this division. 

Her last appearance was in 2017, so fans are anxious to watch her step on the competition floor once again after a six-year absence. 

55-59 Men’s Division 

With four Games appearances under his belt, Semifinal winner Leonardo Wernersbach Lima from Brazil is a likely pick for the top of the podium. 

Lima took second place last year in this division and is ready to climb to the top of the podium in 2024.

Another seasoned Games veteran, Albert Police will be making his fourth appearance, but after a six-year absence. Police last competed at the Games in 2017, where he finished in 8th place in the 50-54 division. He trains out of CrossFit Allstar in Hawaii. 

55-59 Women’s Division 

Canadian athlete and perennial Games competitor Joyanne Cooper is looking to top the podium after taking second place in 2021 and third place in 2019. She took first in the Age Group Semifinal and has been competing since 2013. 

Don’t sleep on Tia Vesser or Cherianne Benoit — they finished in second and third place during the North America West Semifinals, respectively. Vesser trains out of CrossFit Coeur d’Alene in Idaho and Benoit trains out of CrossFit Invictus Everest Park in Washington. 

60-64 Men’s Division 

This will be Joe Ames’ fourth trip to the Games after a five-year hiatus. He last competed in 2019, where he won the 55-59 division. However, that wasn’t his first time on top of the podium. He also won the 50-54 division in 2015. 

There are nine Games appearances between veterans Allen Duarte and Patrick McCarty

They finished Semifinals in second and third place, respectively, and are likely podium contenders. 

60-64 Women’s Division 

Canadian Laurie Meschishnick has been competing at the Games since 2011. 

This will be her tenth year competing, having won twice in 2019 and 2021, and having taken a podium spot four additional times. Last year, the athlete out of CrossFit Ashlar finished in third place in the 55-59 division. 

Another prolific Games athlete, Linda Elstun, will be making her 10th trip to the Games, having begun her competitive career in 2012. She took second in the Age Group Semifinals and will be tough competition for Meschishnick this weekend.

65+ Men’s Division

Tom Muhlbeier, David Hippensteel, and Tom De Nolf are all names to watch, as they will most likely be at the top of the leaderboard. All three men have Games experience and topped the Semifinal leaderboard, with Muhlbeier in first, Hippensteel in second, and De Nolf in third. 

65+ Women’s Division 

The top three Semifinals athletes, Patricia McGill, Pauline Sciascia, and Dava Jensen, all have Games experience.

Representing three different countries, Canada, New Zealand, and the United States, respectively, the three women will be in a close battle all weekend. McGill has the slight advantage, as she is the reigning champion of the 65+ division, topping the podium last year. 

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