The 10 Most Popular Fitness & Wellness Stories of 2024

GLP-1 medications are here to stay, whether you like it or not. For the fitness industry, these weight-loss wonder drugs might hold the key to getting more Americans inside gyms and studios. 

ATN breaks down a report from investment banking firm Harrison Co., which posits that the total addressable market for U.S. fitness clubs (including gyms and boutique studios) is expected to increase by $6.8 billion as a result of more people taking GLP-1s.

The hypothesis, advanced by Harrison Co. and other fitness industry stakeholders, is that as more people start losing weight as a result of GLP-1s, they’ll be more inclined to want to work out.

“I think it’s one of the biggest opportunities to come along for the industry in a long time,” Paul Byrne, a partner in Harrison Co.’s Fitness & VMS practice, told Athletech News. 

Read more here.

A growing interest in longevity, combined with the perceived failures of the current American healthcare system, has created space for gyms and fitness facilities to meet the needs of disenchanted patients –  a staggering 70% of United States adults believe the healthcare system fails to meet their needs in at least one way, according to Harris Poll data.

ATN breaks down how gyms, clubs and other fitness brands are positioning themselves as accessible options for preventive health and wellness.

With innovations like longevity-centered gym memberships, high-tech health tools, recovery zones and smart fitness equipment, it’s clear that the fitness industry is quickly transforming into a viable and valuable supplement to traditional healthcare. 

Read more here.

Strength training is more popular than ever, but not all weightlifting routines are created equal. Here, ATN breaks down a study from Florida Atlantic University that analyzed the relationship between training to failure and gains in muscle size and strength. 

We won’t give all the findings away here, but the study’s results were interesting, possibly surprising and undoubtedly important for fitness professionals seeking to help clients in the strength training era.

Read more about the study here.

Everybody loves a good rankings article, especially when local pride is on the line. ATN breaks down Mindbody and ClassPass’ annual Wellness Index, which polled residents in the United States’ most populous cities to find out which ones lead the healthiest lifestyles based on metrics including sleeping habits, stress levels, alcohol consumption, family ties, spiritual fulfillment and more.

Coastal cities mostly dominated the list, but one Midwest city made a surprise appearance, proving that wellness is a truly nationwide phenomenon. 

To see which city topped the list, read more here.

In maybe the most shocking fitness and wellness news of the year, Xponential Fitness founder and longtime CEO Anthony Geisler left the boutique fitness and wellness franchisor in May following a notice of investigation by the United States Attorney’s Office for the Central District of California.

Xponential appears to have rebounded well from Geisler’s departure, with its stock price up on the year and new CEO Mark King, the former chief executive of Taco Bell, bullish on the company’s growth prospects, including international expansion plans for Xpo’s brands including Club Pilates, StretchLab and Pure Barre. 

As for Geisler, he spoke with ATN this past summer in an exclusive interview, addressing his departure from Xponential, analyzing the fitness and wellness landscape, and sharing his predictions for the future.

Read more here. 

Earlier this year, Planet Fitness interim CEO Craig Benson presented during the ICR Conference 2024, where he shed light on the low-price gym giant’s plans for the future, including its new franchise growth model, talks of a membership price increase (which PF would go on to implement in May) and efforts to appeal to Gen Z. 

While Colleen Keating took over as Planet Fitness’ new CEO this past summer, it’s still worth revisiting Benson’s comments, which outline some of the key tenets of the fitness franchise’s strategy for 2025. 

Read more here.

You might’ve already seen it pop up on your TV or social media feed, but Orangetheory Fitness has a fresh new ad campaign, “Every Reason is the Right Reason,” which showcases the different motivations people have for working out at one of OTF’s over 1,500 studios worldwide. 

For Orangetheory, the campaign will serve as the springboard for a broader rebranding strategy that includes a refreshed color palette, new digital designs and in-studio changes.

See Also

In this story, ATN speaks to an Orangetheory executive about the brand’s new marketing strategy, which comes as the fitness industry continues to evolve amid post-pandemic realities. 

Read more here.

Beachbody’s famous (or infamous) multi-level marketing (MLM) model is no more. The iconic fitness company, known for workouts such as P90X and Insanity, has fallen on some hard times as of late, although it’s looking to change course under a new name, BODi. 

ATN breaks down BODi’s decision to axe its controversial MLM model in favor of a single-level affiliate program, which came in tandem with BODi’s decision to shed approximately 33% of its staff as part of a streamlining strategy. 

Read more here.

Orangetheory makes a second appearance on ATN’s 2024 Most Popular list, this time for a story exploring the fitness brand’s new parent company, Purpose Brands. 

Formed following the mega merger between Orangetheory and Anytime Fitness parent Self Esteem Brands, Purpose Brands will act as the holding company comprising Orangetheory, Anytime, The Bar Method, Basecamp/Sumhiit Fitness and Waxing the City, among other entities.

ATN looks at Purpose Brands’ new strategy, with exclusive insights from its CEO Tom Leverton, Anytime Fitness co-founder Chuck Runyon and Orangetheory co-founder Dave Long. 

Read more about Purpose Brands here.

We close out this list with a feel-good story courtesy of Planet Fitness. ATN breaks down the low-price gym giant’s “Flexing for Good” volunteer initiative, an annual event where Planet Fitness team members and franchisees lend their support to local communities.

“Flexing for Good” generates approximately 800 volunteer hours both in-person and virtually for non-profits including Boys & Girls Clubs of America. In fact, since 2016, Planet Fitness has donated more than $9.5 million to Boys & Girls Clubs of America, proving that fitness can be a force for good in more ways than one. 

Read more about Planet Fitness’ philanthropic endeavors here.