Strategic intelligence for fitness professionals
Strategic intelligence for fitness coaches, gym owners, and brands. Expert data, analysis, and industry trends to grow your fitness business.
Latest articles (608)
Zumba at 25: The Brand Longevity Model Fitness Must Study
Zumba's 25th anniversary is more than a celebration. It's a blueprint for fitness brand longevity that operators and coaches can't afford to ignore.
Wearable Fitness Tech Funding in 2026: Where Capital Flows
Wearable fitness tech funding in 2026 is shifting from hardware to AI, gesture control, and passive monitoring. Here's where capital is flowing and what it means for fitness brands.
VMS M&A Wave 2026: The Brand Playbook
PE-backed M&A is reshaping the VMS sector in 2026. Independent supplement brands must now choose between scale, specialization, or a well-timed exit.
Gildan's Record Q1 2026: What It Signals for Activewear
Gildan's record Q1 2026 reveals a bifurcating activewear market. Here's what it means for brand positioning and margin strategy in a $1.15T category.
Gildan-HanesBrands Q1 2026: What the Numbers Signal
Gildan's record $1.17B Q1 2026 signals accelerating HanesBrands integration. Here's what activewear operators and fitness brands need to act on now.
Supplement Market Hits $470B by 2034: Brand Playbook
The global supplement market is forecast to hit $470B by 2034 at 9.4% CAGR. Here's the brand playbook for positioning, personalization, and channel strategy.
VivaGym Buys Synergym: Inside the 450-Club Iberian Playbook
Providence Equity's VivaGym acquires Synergym to build a 450-club Iberian bloc, the clearest live case study of PE rollup logic reshaping fitness at scale.
US Fitness Is Now Structurally Mature: Operator Playbook
The US fitness market has entered structural maturity at 81M members. Here's the operator playbook for winning on retention, revenue, and engagement.
Playlist x EGYM: What the $7.5B Deal Changes for Operators
The $7.5B Playlist-EGYM merger creates a single entity controlling connected equipment, content, and member software. Here's what independent operators must do now.
HFA's FIT Tracker: How to Turn Foot Traffic Data Into Strategy
The HFA's FIT Tracker benchmarks foot traffic across 11,000 US gyms. Here's how operators can use quarterly data to predict churn, benchmark competitors, and time expansion.
Flynn Group's 98-Club Planet Fitness Grab Decoded
Flynn Group's acquisition of 98 Planet Fitness clubs from HGGC and Monogram signals accelerating HVLP consolidation and raises the competitive stakes for independent operators in five US states.
Fitness M&A 2026: What the Houlihan Lokey Report Means
Houlihan Lokey's March 2026 report flagged strength training, Pilates, and wellness as top M&A targets. Here's what it means for gym operators planning growth or an exit.
Specialist vs Generalist Coach: The 2026 Revenue Gap
Generalist coaches face structural income compression in 2026 while specialists earn 40–150% more per session. Here's why niche positioning is now a financial imperative.
Personal Trainer Market Hits $15.6B: Where the Money Is
The personal trainer market hits $15.6B in 2026, but 60% is tied to exercise instruction alone. Here's where the real growth is.
Online Coaching Pricing in 2026: Real Benchmarks
March 2026 benchmark data shows online coaching rates from $100 to $500-plus per month. Here's how to price for value, not competition.
The $31B Personalization Market: Where Human Coaches Win
The hyper-personalized fitness market hits $31B by 2036. Here's exactly where human coaches hold irreplaceable value and how to price it.
GLP-1s Are Reshaping Personal Training: What Coaches Need to Do
Your clients are now on Wegovy or Ozempic. Your offer hasn't caught up. Here's how to reposition your coaching so you don't get replaced by an injection.
Competitive Wellness: How to Reprice Your Coaching Services
Competitive wellness is reshaping what coaching is worth. Here's how to reprice your services around performance outcomes and capture higher-margin clients.
AI Coaches at $25/Month: Threat or Leverage for Pros?
AI coaching apps like Blomma have anchored the low end of the market at $25/month. Here's what that means for professional coaches charging premium rates.
Unilever Buys Gruns for $1.2B: What It Signals
Unilever's $1.2B acquisition of Gruns confirms Big CPG is treating functional nutrition as a core category, not a niche. Here's what it means for supplement brands.
Unilever and Hero Group's Supplement Bets Decoded
Unilever acquired Gruns and Hero Group acquired The Gut Stuff in April 2026, signaling that FMCG giants now treat supplements as a core growth category.
Supplement Personalization Is Redrawing Market Lines in 2026
Three 2026 reports confirm supplement brands scaling personalized, condition-specific formulations are outpacing legacy multivitamin players across hydration, women's health, and longevity.
Oura Acquires Doublepoint: The Gesture-Control Bet for Wearables
Oura just bought a Helsinki startup to add gesture control to its wearables. The detail that reshapes the strategic read on the wearable market.
Omega-3 Hits $55B and Gets a New Sustainability Framework
GOED's April 2026 report puts omega-3 sales at $55.4B while a new LCA framework gives supplement brands their first standardized sustainability metric.