Strategy

Equinox has appointed Brendan Whitworth as CEO alongside a $1 billion-plus growth investment plan, signalling what the company's own trajectory means for the wider premium fitness market.

Mark Mastrov's $10 million, 45,000-square-foot flagship in Las Vegas signals a deliberate move back toward large-format, equipment-heavy gyms at a moment when the sector is still sorting out what premium means.

Three industry moves reveal a single trend, and a concrete playbook for coaches who want to stay ahead of it.

A wave of leadership moves across the fitness industry reveals one uncomfortable truth: who you put in charge matters more than any piece of equipment you'll ever buy.

Boutique studios are betting big on physical expansion while corporate wellness quietly implodes: here's how to position your business before the market makes the choice for you.

What a second site really costs, what independents keep that chains can't buy, and a checklist to decide which path fits your studio. With German and European market data.

Six stories from this week reveal the difference between studios that grow and ones that fold, and what you can do right now to land on the right side.

From AI receptionists to longevity gaps, here's what the fitness industry's expansion boom means for your coaching practice, and what to do about it.

Six funding stories reveal one clear signal: the middle of the market is dying, and knowing which edge to own could define your next year.

New studios, big valuations, and cancer-exercise grants all point to the same blind spot coaches keep missing, and here's how to fix it.

Membership is up across the board, but the winners are splitting into two very different camps: here's which one you want to be in.

This week's news reveals a clear fault line between studios scaling smart and those quietly unraveling: here's how to make sure you're on the right side.

Industry revenue is up, but a $23M chain just shut its doors: here's what separates the operators winning right now from the ones disappearing.

From Tokyo to Mumbai, capital and operators are rushing toward women-first fitness: here's what that means for everyone still running a general-population gym.

Six real stories from this week reveal a brutal fork in the road for every gym, coach, and studio owner: here's how to read the map.

From dark rooms to GLP-1 masterclasses, the wellness economy is fracturing fast, and operators who don't pick a lane will get left behind.

From Planet Fitness lawsuits to Basic-Fit's profit comeback, the industry is rewarding operators who get community and hybrid right: here's what to do now.

Corporate giants are buying into wellness while independent studios keep opening: here's what that tension means for your business right now.

From basketball courts to mental wellness apps, the fitness industry is fracturing into niches, and operators who don't choose a position will get squeezed out.

From planning battles to cardiac scares, this week's fitness news reveals the hidden friction points quietly killing studio growth, and exactly what to do about them.

From Peloton's drive-by high fives to P&G's $3.8B bet on wellness, the industry is dividing fast: here's how to position before the gap widens.

From Italian mega-rollouts to village crowdfunders, the fitness industry is fracturing along a fault line that will determine who survives the next five years.

Six stories this week reveal the same truth: the operators and investors winning right now are obsessing over who they serve, not just how many.

Three industry moves this week reveal the same pressure every studio owner feels: here's how to think about growth, partnerships, and protecting your margins.

Three industry moves this week reveal exactly where the smart studio money is going, and what you should do before your competitors do.

How contrast hydrotherapy and the biology of stress decisions point to one overlooked recovery tool for fitness operators.