{"id":8246,"date":"2025-04-10T15:03:15","date_gmt":"2025-04-10T15:03:15","guid":{"rendered":"https:\/\/www.europesays.com\/uk\/8246\/"},"modified":"2025-04-10T15:03:15","modified_gmt":"2025-04-10T15:03:15","slug":"inside-the-new-fitness-economy-what-it-takes-to-win-in-2025","status":"publish","type":"post","link":"https:\/\/www.europesays.com\/uk\/8246\/","title":{"rendered":"Inside the New Fitness Economy: What It Takes To Win in 2025"},"content":{"rendered":"

\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tFrom GLP-1s to gym consolidation, Kyle Perreira from Lincoln International offers insights for brands and fitness and wellness operators looking to make their mark in a competitive market<\/strong><\/p>\n

As consumer priorities continue to shift toward health-centered habits and competition intensifies, companies in the fitness and wellness space are under pressure to step up\u2014or risk falling behind.<\/p>\n

Kyle Perreira, director at global investment bank Lincoln International, has a bird\u2019s-eye view of all things fitness, outdoor and experiential and says that the businesses best positioned for growth are those that can not only recognize emerging trends but move quickly to meet them.\u00a0<\/p>\n

Athletech News spoke with Perreira to break down the key shifts and his insight on how forward-thinking brands can turn these changes into a strategic advantage.<\/p>\n

\"AKyle Perreira | credit: Lincoln International<\/a>The GLP-1 Effect<\/strong><\/p>\n

You can\u2019t talk about the industry\u2019s current state or future without addressing the impact of weight loss drugs\u2014industry-disrupting medications that are quickly reshaping consumer behavior and forcing industries of all kinds, including food and beverage, to rethink their approach. Their widespread adoption\u2014and the growing emphasis on preserving lean muscle mass\u2014has driven more consumers to the gym and\/or on the hunt for a personal trainer who is specialized in training clients on (or tapering off) GLP-1s.<\/p>\n

But who<\/strong> Perreira sees driving higher membership rates is where things get interesting.<\/p>\n

\u201cI think the data really indicates that GLP-1s are increasing membership rates,\u201d Perreira says. \u201cA lot of people reference that, and the data supports it. We\u2019re seeing higher membership rates, especially among younger people, along with increased workout frequency. From our perspective, and from what I\u2019ve heard across the board, GLP-1s allow people to get to a position to begin focusing more on fitness and wellness overall, which is a good thing. You can\u2019t just take a GLP-1 and sit around all day\u2014it typically leads to better eating habits and better workout habits to regain muscle mass lost from taking GLPs. So ultimately, it\u2019s driving an increase in membership rates, particularly among younger demographics.\u201d<\/p>\n

\"acredit: Echelon<\/p>\n

Some fitness brands are already ahead of the game, combining their signature fitness experiences with access to weight loss medications, such as Life Time\u2019s Miora,<\/a> Recess Rx<\/a> and Lindora<\/a>. Notably, fitness equipment leader Echelon is also pushing into the GLP-1 space with the launch of ActiveMD to create an omnichannel fitness and wellness offering<\/a>.\u00a0<\/p>\n

Tech-enabled Fitness<\/strong><\/p>\n

In many ways, connected fitness as we know it is just the beginning. Perreira envisions a future where data is integrated across all of a consumer\u2019s fitness modalities\u2014especially as post-pandemic habits have led people to work out in more locations and with more types of equipment than ever before, including at home.<\/p>\n

\u201cI think there are going to be more equipment manufacturers that figure out how they continue to drive innovation and find better ways to connect the fitness product ecosystem across different types of equipment and brands,\u201d he says. \u201cIt\u2019s going to be all about tracking data across your workout life cycle.\u201d<\/p>\n

Perreira projects that one or two category leaders are likely to develop integrated technology that could mark a game-changing moment for the industry.<\/p>\n

\u201cPeople are going to jump in on that, and all the smaller brands are going to say, \u2018Okay, I\u2019m integrating with this ecosystem,’\u201d he says. Who that is\u2014I don\u2019t think has been decided yet\u2014and I think there\u2019s going to be a lot of people that are going to try and fight for that first mover advantage.\u201d<\/p>\n

How Consolidation Is Redefining Growth\u00a0<\/strong><\/p>\n

While 2024 delivered a wave of headline-making deals across the fitness industry<\/a>, the pace of consolidation shows no signs of slowing this year\u2014and it\u2019s just the beginning<\/a>.<\/p>\n

\u201cOver the coming years, you\u2019ll see more independent gym concepts continue to get swallowed up,\u201d Perreira says. \u201cLong story short\u2014it\u2019s just a natural evolution, and there\u2019s more investment dollars getting to this space every year.\u201d<\/p>\n

He does, however, offer advice to independent gyms looking to attract the attention of large \u201cbuy and build\u201d platforms\u2014or simply continue scaling on their own.<\/p>\n

\u201cThere\u2019s no free lunch in this market,\u201d Perreira says. \u201cEveryone\u2019s trying to get better. If you\u2019re not constantly trying to create value for your consumers, there\u2019s risk. Consumers get bored every five years. If you\u2019re not constantly evolving with that, you\u2019re naturally going to lose. You have to be better than your competition. People want culture. People want community\u2014and if you can create that, that creates loyalty and that\u2019s how you win.\u201d<\/p>\n

The Femtech Wave<\/strong><\/p>\n

The rise of femtech<\/a> is another area that shows promise, with Perreira pointing to more publications on the topic and startups that have dramatically grown over the last few years.\u00a0<\/p>\n

\u201cThere\u2019s a lot of interest in terms of targeting this demographic better,\u201d he says. \u201cBecause it was underserved for a long, long time. There\u2019s interest and excitement there which is leading to additional investment dollars dedicated to this sector.\u201d<\/p>\n

\"Acredit: Photo by Josh Duke<\/a> on Unsplash<\/a><\/p>\n

It\u2019s also an area where we\u2019re already seeing some consolidation in 2025. Earlier this month, California-based Willow, a femtech brand known for creating the first in-bra wearable breast pump, has acquired Elvie, a U.K.-based health and lifestyle company.<\/a><\/p>\n

The Caitlin Clark Effect<\/strong><\/p>\n

One major opportunity for brands lies in the growing women\u2019s sports sector, with online searches for the WNBA surging 322% in 2024<\/a>.<\/p>\n

\u201cThe Caitlin Clark effect<\/a> is real,\u201d Perreira says. \u201cOn the sports side, there\u2019s significant interest in sports and specifically team sports. You\u2019re seeing the maturity of men\u2019s sports in terms of equipment sales, but the women\u2019s sports and the women\u2019s fitness category is growing quicker. So, in that sense, people want to put more investment dollars towards the faster growing category, which is great, and there should be more innovation there.\u201d<\/p>\n

\"acredit: Photo by \u6668 \u6731<\/a> on Unsplash<\/a><\/p>\n

Surging viewership of the WNBA and women\u2019s college basketball is one example where increasing awareness is translating into broader ideas for new products<\/a> and innovations.<\/p>\n

\u201cIt creates more conversations in the boardrooms for these equipment manufacturers to say, \u2018Wow, why aren\u2019t we creating a new shoe for the WNBA? Why aren\u2019t we creating a revolutionary softball helmet? Why aren\u2019t we trying to target that too? Why aren\u2019t we pushing software and hardware towards data analytics in softball?\u2019 Everything\u2019s about baseball analytics today. Let\u2019s create softball too, because there\u2019s more and more attention there.\u201d<\/p>\n

See Also<\/p>\n

\"\"<\/a><\/p>\n

Is Pickleball Built to Last?<\/strong><\/p>\n

Pickleball has found its footing as an accessible alternative to tennis\u2014but will its staying power be tested as more competitive racket sports like padel and squash<\/a> gain traction and attract consumers ready for a new challenge?<\/a><\/p>\n

\"Renderingcredit: Padel Haus<\/p>\n

\u201cIf you think about anything that targets consumers, if you can target the middle you can really gain adoption quickly\u2014from a consumer perspective, you could be really good at it, but you actually don\u2019t<\/strong> have to be that good at it to enjoy it,\u201d Perreira says. \u201cIt\u2019s a perfect sport for casual players to quickly get good at. So, it definitely has some legs. There\u2019s definitely a lot of innovation in terms of paddle technology. Is it going to get three times, four times as big as it is today? Time will tell.\u201d<\/p>\n

\u2018Better for You\u2019 Boom<\/strong><\/p>\n

With fitness and wellness trends increasingly intertwined with hydration and nutrition, high-margin categories like nutritional products and energy drinks are well-positioned for continued growth.<\/p>\n

It\u2019s also a category that could appeal to fitness and wellness operators exploring private-label opportunities in supplements, snacks or energy drinks or partnerships. Functional fitness franchisor F45 recently teamed with energy drink Red Bull to stock its drinks within its gyms<\/a>, while luxury athletic country club operator Life Time expands its line of LTH supplements and active nutrition offerings<\/a>.<\/p>\n

\"acredit: PepsiCo\/Poppi<\/p>\n

\u201cThe new consumer doesn\u2019t drink as much alcohol. The new consumer doesn\u2019t want sugar,\u201d Perreira notes. \u201cThe new consumer wants \u2018better for you.\u2019 Brands and the fitness concepts are hearing that and saying, \u2018We want to sell that to you, because those are high margin products, so let us find that for you and make it convenient for you to purchase it.\u2019 So that\u2019s where we\u2019re seeing an impact specifically within the fitness market.\u201d<\/p>\n

CPG giants are also responding. Last month, PepsiCo acquired prebiotic soda startup Poppi for $1.95 billion<\/a> and Bloom Nutrition has entered the prebiotic beverage space, with plans to launch Bloom Pop later this year<\/a>. Meanwhile, Olipop, a low-sugar functional soda brand with prebiotics, plant fiber and botanical extracts, recently secured a $50 million investment from J.P. Morgan Private Capital\u2019s\u00a0Growth Equity Partners, bringing its valuation to $1.85 billion<\/a>.<\/p>\n

The \u2018Gym as a Clinic\u2019 Concept<\/strong><\/p>\n

Although med-spas aren\u2019t typically top of mind in conversations about fitness and wellness, the industry is starting to see crossover. Aesthetic services still have their place, but there\u2019s growing interest in longevity-focused therapies, metabolic health support<\/a> and comprehensive testing with routine check-ins.<\/p>\n

\u201cThere\u2019s been significant interest in med spas,\u201d\u00a0 Perreira says. \u201cThere\u2019s so much interest in technology-enabled health care right now, but they\u2019re kind of all in their own lanes. Doctor\u2019s offices are starting to get integrated, and gyms are starting to figure it out\u2014obviously, there\u2019s a little bit of regulatory dynamics, so that\u2019s a little bit of the speedbump.\u201d<\/p>\n

He predicts that high-end gyms will be the first to integrate clinical health-focused offerings, though current regulatory hurdles remain. Equinox is one of the first, having partnered with longevity startup Function<\/a> for a testing-informed and hyper-personalized approach to training<\/a>. Moreover, Perreira points to mental health as a key area that will be integrated into the gym experience.<\/p>\n

\u201cWe\u2019re mirroring physical and mental health so much more every day, that eventually these gyms will need to further cater to both sides \u2014 it\u2019s going to be truly holistic fitness,\u201d he says. \u201cI think that\u2019s definitely going to be a trend that we\u2019ll see play out as fitness concepts continue to find ways to incrementally connect with their members.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"From GLP-1s to gym consolidation, Kyle Perreira from Lincoln International offers insights for brands and fitness and wellness…\n","protected":false},"author":2,"featured_media":8247,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4322],"tags":[5246,5247,5248,982,5249,1630,5250,105,5251,5252,5253,5254,16,15,5255,1292,5256],"class_list":{"0":"post-8246","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-fitness","8":"tag-acquistions","9":"tag-better-for-you","10":"tag-consolidation","11":"tag-deals","12":"tag-femtech","13":"tag-fitness","14":"tag-glp-1s","15":"tag-health","16":"tag-kyle-perreira","17":"tag-lincoln-international","18":"tag-ma","19":"tag-pickleball","20":"tag-uk","21":"tag-united-kingdom","22":"tag-weight-loss-medication","23":"tag-women","24":"tag-zzz-a"},"share_on_mastodon":{"url":"","error":""},"_links":{"self":[{"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/posts\/8246","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/comments?post=8246"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/posts\/8246\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/media\/8247"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/media?parent=8246"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/categories?post=8246"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/tags?post=8246"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}