2024 was a transformative year for fitness, wellness, and healthcare. In many ways, it marked a return to normalcy—a reset that brought people back to travel, the office, and daily routines. As pandemic-era anxieties faded, we reengaged with fitness, embraced wellness, and took health into our own hands.With the continued evolution of wearable technology, consumers gained unprecedented access to health insights, while thought leaders like Andrew Huberman, Peter Attia, and Stacey Sims fueled a wave of self-education around optimizing health. Meanwhile, the healthcare system continued to struggle with innovation, creating an opportunity for fitness and wellness to play a more integrated role in proactive health management.

The Shifting Landscape of Fitness

In the gym industry, premium and HVLP 2.0 models continued to scale, while middle-market gyms worked to add more value for members. As big-box gyms introduced experiential offerings, boutique fitness faced increasing pressure to differentiate and sustain premium pricing.While Pilates saw an unprecedented boom, most boutique fitness concepts struggled to regain pre-pandemic unit economics. In response, many brands leaned into technology to stay competitive, including Nike Training Studios, Orangetheory Fitness, and Strong Pilates.At the intersection of fitness and healthcare, AI and GLP-1 innovations are driving a major shift. The potential synergies between these advancements are only beginning to unfold, but they are set to redefine healthcare delivery—positioning the fitness industry as a key partner in improving health outcomes.

Our 2024 Milestones

As we look back at the past year, we’re proud of what we’ve accomplished alongside our friends, partners, and clients:

🚚 Launching New Digital Products for brands including Pvolve, Hydrow, Orangetheory, Life Time, iFIT, MyRow, Beachbody, and more.

🔒 Strengthening our role in the Pilates boom with Your Reformer, Skop, and Strong Pilates.

💡 Collaborating on strategy and ideation with leading brands like Abbott, ABC, Gainful, LeeJam, Les Mills, Polar, and Apple.

🤝 Building our strongest year of partnerships with companies like Mux, EGYM, Feed Media Group (FMG), Miri.AI, Sahha, asensei, Prism Labs, Flex (YC S23), Feat Clothing, and more.

🚀 Providing strategy and advisory services for over $250M in enterprise value across brands including Speede, Hydrow, CityRow, WaterRower, Ladder, obé Fitness, Sportstech, FORTË, and Wild.AI.

🏥 Launching Bridge Health to seamlessly connect fitness with healthcare—gearing up for an exciting 2025 launch!

🎙️ Growing LIFTS into the #1 B2B podcast in fitness, alongside co-host Matthew Januszek.

🌎 Attending 10 conferences across 4 continents, expanding our global footprint and strengthening industry connections.

Looking Ahead to 2025

This past year has been one of the most rewarding yet—filled with meaningful connections, groundbreaking innovation, and a shared passion for building a healthier world. As we step into 2025, the future looks brighter than ever, and we’re excited for what’s ahead. To our community, partners, and clients—thank you for being part of this journey. Here’s to another year of growth, impact, and innovation!