As health club and studio consumers become more diverse, they expect more connectivity, precision, and sophistication in services and equipment.

According to the 2025 US Health & Fitness Consumer Report: Expanded Insights, “members are increasingly curating their own fitness ecosystems, often combining traditional gyms with niche studios or hybrid options.”

The member who wants a more precise range of motion on a strength machine may also be preparing for an obstacle race and want functional fitness options, even during the same workout. And with more people from younger demographics choosing memberships in both studios and traditional gyms, the operator who gives their members more options is more likely to keep those members from straying to another location.

HFA’s industry partners are hard at work meeting these consumers where they are. In this section in this year’s Buyer’s Guide, we present new and upgraded products and services that do just that. Tech services, recovery devices, programming, Pilates reformers, strength and cardio equipment—there’s not a category in the industry that hasn’t undergone a makeover from top R&D professionals.

This section is also a good preview of what you can expect to see on the trade show floor at The HFA Show in San Diego.

These next-level products and services should leave operators satisfied that the industry partners they do business with are on the cutting edge of what consumers demand.