Life Fitness/Hammer Strength Steps into a New Era
Life Fitness, now rebranded as Life Fitness/Hammer Strength, is combining its expertise in cardio, strength, and fitness equipment with Hammer Strength’s leadership in strength and performance gear. CEO Jim Pisani highlights their focus on innovation and customer-centric experiences. In 2024, they launched the high-end Symbio cardio series and unveiled new plate-loaded strength machines at the HFA 2025 expo. They are expanding their product customization tools with 3D configurators and augmented reality, and digitalizing traditional strength equipment with the Life Fitness Connect system to help users track workouts more effectively. Pisani notes growing demand in the fitness industry and the importance of creating spaces that attract users.
Technogym Focuses on Health and Prevention
Italian brand Technogym is shifting towards a health and longevity mindset with personalized and preventive fitness plans. Founder and CEO Nerio Alessandri stresses the role of AI in delivering personalized experiences anytime and anywhere. In 2024, they launched Technogym Checkup, which assesses physical and cognitive health to tailor workout plans seamlessly across their equipment. Alessandri sees huge potential in preventive health powered by data and AI, and encourages operators to offer personalized fitness services to attract diverse users. He is optimistic about the industry’s role in promoting longevity and wellness.
EGYM Aims to Transform Healthcare Globally
German company EGYM, preparing for a 2024 IPO valued over $1 billion, raised $200 million to expand its Wellpass corporate fitness network and develop AI-powered digital and smart strength training solutions. CEO Philipp Roesch-Schlanderer envisions bridging corporate fitness, technology, and healthcare markets to shift healthcare focus from repair to prevention. Their AI software, Genius, analyzes billions of workout and assessment data points to deliver gamified, personalized experiences. EGYM targets employers as key players in promoting healthy lifestyles, aiming to reduce healthcare costs and improve productivity.
REP Fitness Prioritizes Fundamental Strength Training
REP Fitness exceeded its 2024 goals early, expanding staff and launching new supplement and apparel lines. Co-founder Shane McGrotty emphasizes the cultural consensus on the importance of strength training across all demographics. REP Fitness is expanding globally and innovating new equipment but seeks to integrate technology without distracting users. McGrotty warns that tariffs causing price increases could negatively impact consumers.
Skelcore Innovates with Biomechanical Strength Equipment
Miami-based Skelcore, founded in 2020, has rapidly expanded into 45 countries and become a major supplier to leading US fitness groups. Founder Marc Ackermann highlights the surge in interest in strength training partly driven by awareness of muscle loss due to GLP-1 weight loss drugs. Skelcore focuses on biomechanically advanced machines to enhance performance and protect bone health. Future plans include integrated wearable tech for all equipment.
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