UPDATES FROM OUR INDUSTRY PARTNERS
SPONSORED CONTENT Spotlight: EGYM
The Smart Strength Series 3
Precision meets performance: The new generation of intelligent strength training is here.
EGYM Smart Strength Series 3 delivers a premium, results-driven workout that keeps your club ahead of the curve and members engaged.
Today’s operators need a future-proofed strength floor that drives growth through measurable results, delivers execution over adjustment, and keeps members retained long term. Members expect their training to feel customized, immediate, guided, and clear.
The Smart Strength Series 3 offers seamless connectivity across the entire member journey, turning training data into visible progress in every session. From building confidence during onboarding to tracking high-performance workouts, EGYM provides more data, more results, and more motivation.
The new Smart Strength line is engineered to deliver exactly this. With enhanced ergonomics, stunning design, and even more intelligent software, Series 3 transforms individual workouts into long-term training journeys.
As part of the EGYM Ecosystem, Series 3 adapts to your business goals and redefines the fitness floor without compromising on personalization or control. It transforms your club into an intelligent, data-driven operating system.
You can email EGYM or call (970) 436-4680.
Partner News
CLUBS/ORGANIZATIONS
American College of Sports Medicine
Each year, the American College of Sports Medicine (ACSM) recognizes outstanding scientific achievement by naming a “Paper of the Year” from each of its six journals. Selected by the individual journal’s editorial board, these papers represent the highest standard of research excellence. Earning this designation for ACSM’s Health & Fitness Journal was “Antifrail: Why Muscle (Power) Matters in Aging,” by Ashley Gluchowski and Stuart M. Phillips, which was published in the September/October 2025 issue. “ACSM’s selections highlight groundbreaking discoveries, evolving sports medicine insights, scientific reviews, and practical health applications,” says John Quindry, Ph.D., FACSM, chair of ACSM’s Publications Committee.
American Council on Exercise
Congratulations to the American Council on Exercise (ACE), which was named a “2026 Best and Brightest Company to Work For” in both Southern California and the nation, and a 2026 winner of the “Nation’s Best and Brightest in Wellness.” Presented by the National Association for Business Resources, these awards celebrate organizations that demonstrate exceptional leadership, employee engagement, and innovative people practices. “Our people are at the heart of everything we do,” says Amanda Cass, SHRM, president and COO of ACE. “This recognition reflects our long-standing commitment to cultivating a purpose-driven culture where employees feel empowered and supported.”
EQUIPMENT
Ecore
Ecore Athletic recently introduced RageTurf NIL (Name-Image-Logo), a high-performance solution that integrates bold branding into functional indoor training environments. Facilities can choose from 12 color options to incorporate custom names, images, and logos directly into the turf surface. RageTurf NIL combines a polyethylene turf surface layer with a 5 mm foam backing and vulcanized composition rubber (VCR) ShockPad for advanced shock absorption and energy restitution. “Flooring is one of the most important elements in any training environment, and with RageTurf NIL, we’re giving facilities performance, safety, and branding,” said Chuck Wilson, vice president of product and technical at Ecore.
Eleiko
Eleiko has been named the official Weightlifting and Para Powerlifting equipment provider for Glasgow 2026. The company will deliver two fully equipped competition arenas, along with more than 50 warm-up and training stations across weightlifting and para powerlifting, including benches, platforms, competition bars, and competition and training plates. All feature custom branding to create a unified competition environment. “This appointment builds on Eleiko’s long-standing commitment to supporting weightlifting and strength sports globally,” says Erik Blomberg, CEO of Eleiko Group AB. “Together with Glasgow 2026, we look forward to enabling an exceptional experience, underpinned by precision, quality, and performance.”
Hollman
Hollman, Inc., has launched its first major brand campaign to coincide with the company’s 50th anniversary. Developed with Atlanta-based creative agency BALD, the campaign is built around several of Hollman’s product verticals: athletics, workspace, healthcare, fitness and wellness, clubs and resorts, and educational facilities. It highlights a new golf-focused modular unit within the clubs, resorts, and spa line, along with MeSpace, Hollman’s adaptive workstation launched in 2024. “We’re on a journey to set the standard in designing innovative environments where athletes prepare, professionals perform, and people do their best work,” says Travis Hollman, CEO of Hollman, Inc.
Matrix Fitness
Matrix Fitness has added Tom Proffitt to its US team as the professional sports and athletics strategic account manager to support performance and strength training environments across the NFL, MLB, NBA, and NHL. With more than four decades of experience with elite strength and conditioning professionals across professional and collegiate sports, Proffitt has contributed to the evolution of modern, team-based training spaces, with a focus on equipment for sport-specific strength development. “Tom’s track record of dedication and insight into elite performance will enhance how we serve the industry,” says Kelly Neuhauser, national athletics sales manager at Matrix Fitness.
Peloton
Peloton Interactive, Inc. is bringing its fitness and wellness content to millions of Spotify Premium subscribers as part of Spotify’s new fitness category. This includes more than 1,400 classes, such as strength, Pilates, barre, yoga, stretching, meditation, cardio, and outdoor run and walk. The content library includes English, Spanish, and German language classes, led by the company’s instructors. “We’ve always believed that the best workout is the one you actually do, which is why accessing world-class fitness content should be as easy as tuning into your favorite Spotify playlist,” says Dion Camp Sanders, chief commercial officer at Peloton.
Technogym
Technogym has been named to the TIME 100 Most Influential Companies list for 2026, which identifies companies that are making an extraordinary impact around the world. Curated by TIME journalists, the selection is based on nominations from contributors, international correspondents, and industry experts. Companies are evaluated according to criteria such as relevance, impact, innovation, leadership, and success. Technogym has been an Official and Exclusive Supplier to the last 10 Olympic Games and recently launched RUN X, the first world treadmill-running championship, which has established a new sporting discipline in collaboration with World Athletics, the IOC’s World Athletics Federation.
TRX
TRX has partnered with Aion to develop a limited-edition weighted workout vest in TRX’s signature colors. Available in men’s and women’s configurations, the zippered Aion x TRX Workout Vest hugs the wearer’s torso, eliminating interference with natural movements by evenly distributing load while adding just enough compression to reduce bulk, minimize bounce, and promote circulation. Aion’s breathable Airprene and antimicrobial materials resist odor-causing bacteria. “Our partnership with Aion takes functional fitness into everyday living,” says Jack Daly, CEO of TRX. “The meteoric rise of weight vests reflects a growing demand for smart, versatile training tools that maximize results.”
TECHNOLOGY/PROGRAMMING
ABC Fitness
Through its coaching platform ABC Trainerize, ABC Fitness has partnered with the International Personal Trainer Academy (IPTA) to help new trainers transition from coursework to practical work with real clients and grow a business. Students enrolled in select IPTA NCCA-accredited certification programs now get exclusive access to special offers from ABC Trainerize, including discounts and up to three months of complimentary usage. “Coaches are building businesses, not just delivering workouts,” says Kelly Card, SVP product, ABC Fitness. “The partnership reflects a growing trend toward combining certification, technology, and business education to better prepare trainers for long-term success.”
AltaDX
AltaDX Group and LeisureLabs have formed a strategic alliance to create a globally coordinated technology service and consulting capability for the health, fitness, beauty, and wellness industries. Both firms operate as regional hubs beneath a shared global network layer, maintaining independent client ownership and local agility while pooling methodologies, talent, and delivery standards across regions. “The fitness industry has never had a consulting partner that can walk in the door in New York and deliver the same quality of work [as] in London, Dubai, or Amsterdam,” said Al Noshirvani, founder and executive chairman of AltaDX Group. “This alliance changes that.”
CoverMe
CoverMe PT is a new on-demand personal training platform that connects the right personal trainer to the right client in under 10 seconds using an AI matching engine that analyzes a person’s goals, availability, and confidence level. Refined over four years across millions of instructor-to-club matches, this technology now powers personal training, learning from every booking, cancellation, and session. It is white-labelled and integrates seamlessly into existing member apps. Early data shows a 40% uplift in first-time PT bookings, a 25% boost in member engagement through early induction nudges, and a 21% revenue increase through group session conversion.
Fitness On Demand
Fitness On Demand has partnered with Synergy Dance to add more than 100 inclusive youth, active aging, and adaptive fitness classes to its platform. This content is designed to make movement accessible across a wide range of environments, including schools, corporate wellness programs, and community spaces. Classes include low-impact standing and seated fitness, functional movement, dance, yoga, and sensory-based activities. “Synergy Dance brings a highly inclusive approach that supports people across different ages, abilities, and health needs, while giving operators practical ways to deliver more accessible movement experiences,” says Andy Peat, CEO of Fitness On Demand.
Flex
Flex, the HSA/FSA growth platform, has partnered with JOON, an employee benefits platform that supports Lifestyle Spending Accounts (LSAs) for employers nationwide. Participants in JOON’s platform can now access Flex’s HSA/FSA-eligible products, including fitness programs, wearables, women’s health, sleep, recovery, and more. By using HSA/FSA dollars, employees can take advantage of pre-tax savings as an employment benefit. Historically, navigating HSA/FSA eligibility has required employees to seek out approved retailers on their own, leading to unused funds and missed savings. “Integrating Flex into JOON’s platform brings access directly to where employees make decisions,” says Sam O’Keefe, CEO of Flex.
Myzone
At FIBO 2026, the Fitness Industry Technology Council (FITC) recognized Myzone as one of the fitness industry’s top technology companies for combining innovation with real-world operator impact and a clear commitment to responsible technology adoption. In the past year, the brand has pioneered MoTech (motivation technology) to encourage exercise adherence, launched the Switch 2.0 wearable, and expanded its effort-based model beyond cardio into strength training. “Myzone is helping to shape the operating standards of connected wearables by delivering innovation grounded in science, operator economics, and real outcomes for members,” says Bryan K. O’Rourke, president of FITC.
Zumba
Celebrating its 25th anniversary this year, Zumba has become the world’s largest dance-fitness brand. Instructors have led more than 465 million live classes, held weekly in 200,000 locations worldwide, with participants having burned more than three trillion calories. “Zumba has always been about more than fitness,” says Alberto Perlman, co-founder and CEO. “It’s about joy, community, and the freedom to move. This milestone belongs to every instructor and participant who has ever walked into a class and found their people. We didn’t build Zumba, they did.” This year, the company is expanding programming, offering new experiences, and more.
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Health & Fitness Business (HFB) is the leading health and fitness industry publication. Published monthly by the Health & Fitness Association (HFA) and distributed free to the industry, HFB offers analysis of the opportunities, challenges, issues, and news that impact the industry.
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