Connected Health Shares the Fitness Industry's Next Chapter
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Nancy Trent
The sixth annual Connected: Health & Fitness Summit returned to Los Angeles earlier this year, serving as a powerful barometer for the intersection of fitness, wellness and technology. With over 450 high-level attendees, including industry leaders, entrepreneurs and innovators, the summit provided a dynamic platform to explore emerging trends, exchange groundbreaking ideas and forge strategic partnerships shaping the future of health and fitness.
One of the most significant themes to emerge is how the weight loss landscape is transforming fitness habits. The rise of GLP-1 medications, coupled with the increasing demand for digital health solutions and personalized training, signals a new era of data and holistic wellbeing converge. The conversations at the summit underscored the urgency for brands to evolve alongside consumers, offering solutions that align with these shifting priorities.
Instead of thinking GLP-1 medications will take consumers away from exercising and eating right, industry veterans know that the better consumers look and feel, the more they invest in their wellness. They want to be seen in clothes and gyms that they were embarrassed to be seen in before, and looking better makes them feel better so they spend more on that. Notably, as people achieve their weight loss goals (the last five pounds), they spend even more on their wellness.
GLP-1 and the New Motivation to Move
A topic that dominated nearly every discussion was GLP-1 medications like Ozempic and Wegovy. With millions turning to these drugs for rapid weight loss, the industry is confronting their long-term impact, particularly, concerns around muscle loss, metabolic slowdown and the critical need for strength training to maintain overall health. As demand for these medications skyrockets, fitness brands, trainers and wellness professionals are rethinking their approach to support consumers navigating this new era of weight management.
"There is a lot of discussion around understanding the market opportunities with GLP-1," says Chris Schreiber, Director of Sales & Marketing at Feed Media Group. Brands are exploring how to adapt their products and services to better serve this audience, from high-protein foods and functional beverages to metabolism-boosting supplements, smart fitness devices and AI-driven coaching.
Julie Cartwright, President of Pvolve, highlights the importance of strength training in this context, stating, "If you're on GLP-1, you have to strength train... up to 40% of the weight lost can be muscle. The long-term effect of not having muscle can trigger the next epidemic." Prioritizing resistance exercises and muscle preservation has become a crucial strategy to help consumers sustain long-term health and functional movement.
In response, fitness brands are pivoting to not only address muscle loss but to emphasize long-term health and performance. This shift has ignited innovation across protein-based nutrition, blood testing, IV drips, resistance training programs and recovery-focused solutions, supporting consumers in optimizing metabolism, maintaining lean muscle mass and embracing a more balanced approach to longevity.
The summit made it clear: The fitness industry is on the cusp of a paradigm shift where holistic, data-driven solutions will drive the next chapter of health and wellness.
The Shift from Cardio to Strength Training
There is a growing understanding that cardio helps you live longer, but strength training helps you live better. Strength training is becoming more and more recognized as an essential part for improving daily function, enhancing mobility and preventing physical decline.
The new fitness mantra, "You have to be strong to live long," reflects the growing recognition that muscle health is crucial for overall wellbeing. As people age, maintaining strength not only supports mobility and independence but also helps prevent conditions like osteoporosis, sarcopenia and metabolic decline. Strength training has been shown to improve bone density, joint function and heart health, making it an essential component of a long and healthy life. As the focus shifts from weight loss to longevity to quality of life, being strong is now seen as a foundational pillar for aging well.
Pvolve has carved out a unique position in the strength training conversation by emphasizing functional fitness over traditional, high-intensity workouts. Their approach focuses on low-impact, joint-friendly movements that target small, stabilizing muscles to improve mobility, posture and overall strength. This method appeals to a broader audience, particularly those who may be intimidated by traditional weightlifting or have concerns about injury. By combining strength training with rehabilitation techniques, Pvolve offers a sustainable fitness model that promotes long-term health and injury prevention, making strength training accessible and effective for people of all fitness levels and ages.
Cartwright states how strength training helps women through different life phases from fertility to menopause. It addresses specific physical needs at each stage. For example, strength training helps to balance hormones and improve circulation, all of which support reproductive health. It also reduces stress and can promote better sleep, which is crucial for fertility. As women navigate pregnancy, help with posture, muscle endurance and joint stability, eases discomfort and improves overall body alignment to accommodate a growing baby. It can also reduce the risk of gestational diabetes and boost energy levels.
When women go through post-partum, strength training aids in core recovery and helps rebuild lost muscle mass. As far as perimenopause and menopause, hormone levels fluctuate so strength training becomes even more vital. It helps mitigate bone density loss, muscle mass decline and metabolic slowdown, all of which are common in this stage. Additionally, it can reduce symptoms like hot flashes, sleep disturbances and mood swings, promoting overall wellbeing during this transition. By incorporating strength training throughout these stages, women can better manage their health, maintain functional strength and support both physical and mental wellbeing at every phase of life.
Pvolve has made their programs easily accessible to consumers of all ages and in all situations as well as a wide range of businesses.
Digital Transformation and Partnerships Over Direct Sales
As the fitness industry continues to embrace technology, innovative solutions are providing gyms with new ways to enhance member experiences and boost their bottom line. Kinotek's movement assessment technology is generating new revenue streams for gyms. By offering personalized insights into clients' mobility and performance, Kinotek helps gyms provide customized training programs that enhance member results and satisfaction. This technology-driven approach not only improves client retention but also allows gyms to diversify their services, creating opportunities for premium memberships and specialized training offerings that attract new clientele.
Joey Spitz, Chief Revenue Officer at Kinotek, says, "This year was all about potential partnerships vs. direct revenue opportunities." Brands are increasingly leaning into tech partnerships to drive growth by integrating cutting-edge solutions into their products and services. These collaborations allow brands to leverage data analytics, AI-driven insights and personalized experiences to better meet consumer needs and enhance user engagement.
Moonbird is also embracing this transformation by integrating its breathwork technology into wellness apps, healthcare platforms and corporate wellbeing programs. By leveraging B2B collaborations and digital ecosystems, Moonbird expands its reach, providing personalized breathwork solutions to a wider audience while positioning itself as a key player in the growing health tech space. These partnerships offer brands a unique opportunity to improve customer retention and stay competitive in a rapidly evolving market. By tapping into the tech ecosystem, brands can offer innovative, tech-enabled experiences that resonate with today's tech-savvy consumers.
Jonathan Shottan, Tonal's Chief Product and Content Officer, speaks on the value of industry density at the summit, emphasizing, "There are great opportunities for stacking meetings." He highlights how the concentrated gathering of industry leaders at the summit creates an ideal environment for fostering collaborations, sharing insights and forming strategic partnerships that can accelerate growth and innovation across the health and fitness space.
Shottan also underscores how the summit provides a unique platform for brands like Tonal to engage in meaningful conversations with potential partners, investors and thought leaders. "The ability to meet with multiple key players in one setting streamlines decision-making and opens doors to opportunities that might otherwise take months to materialize," he adds. This high-caliber networking fosters a dynamic exchange of ideas, helping shape the future of fitness technology and personalized training solutions.
As the leader in smart strength training, Tonal is redefining at-home fitness by combining AI-powered coaching with sleek, space-saving design. "Owning a Tonal is like having a spotter and a strength coach on demand," Shottan explains. With 15 different modalities, including yoga, mobility, strength, and cardio, Tonal offers a fully immersive training experience that keeps users engaged and progressing.
The latest innovation, Aero HIIT workouts, blends cardio and strength for an even more dynamic way to stay fit. Meanwhile, built-in Smart View technology analyzes real-time movement data to provide personalized coaching cues, ensuring users train safely and effectively. For those looking to push their limits, new Drop Sets on Tonal allow for muscle-building up to two times faster, while Spotter Mode ensures a challenging yet safe workout, features once exclusive to high-end gyms, now accessible at home.
Beyond performance, Tonal's beautifully refined design, featuring chrome accents and a minimalist aesthetic, seamlessly integrates into any living space. It's not just a fitness tool, it's a statement piece that enhances both strength and style.
The Power of Music in Fitness Spaces
Music plays a crucial role in fostering engagement and community building by setting the tone for workouts and creating a shared atmosphere. Whether through curated playlists or live music events, it helps strengthen connections among participants, making fitness experiences more enjoyable, motivating and socially inclusive.
A company that has established itself as a leader in music licensing and programming for fitness apps is Feed Media Group, by offering a curated library of high-energy, copyright-compliant tracks designed to enhance the workout experience. By partnering with top music publishers and leveraging its expertise in trending music genres, Feed helps fitness apps create motivating playlists that sync seamlessly with different types of workouts, from yoga to high-intensity training. According to Schreiber, women dominating pop music is shaping fitness playlists. Their empowering and upbeat tracks provide the perfect soundtrack for motivation and performance.
Curated music enhances the overall atmosphere in fitness spaces, creating an immersive environment that boosts client mood and engagement during workouts. By tailoring playlists to match the energy and flow of different exercise routines, gyms can improve client satisfaction, increase motivation and foster a sense of community, ultimately leading to higher retention rates and long-term loyalty.
Women's Health and Longevity
Biohacking tailored to women's hormonal cycles focuses on optimizing health and performance by aligning lifestyle choices, such as diet, exercise and sleep, with the natural fluctuations of hormones throughout the menstrual cycle. By syncing activities with different phases, such as emphasizing strength training during the follicular phase and restorative practices during the luteal phase, women can enhance their energy levels, mental clarity and overall wellbeing while supporting hormonal balance.
Pvolve emphasizes the importance of mobility and functional movement to prevent muscle loss and promote longevity, focusing on low-impact exercises that support joint health and strengthen stabilizing muscles. Their approach encourages sustainable fitness by integrating mobility-focused strength training, helping individuals maintain independence and quality of life as they age.
What's next for Pvolve involves expanding their reach through a combination of boutique studio experiences and enhanced at-home options. With the success of their unique approach to functional, low-impact strength training, Pvolve plans to open more boutique studios that offer personalized, hands-on sessions in a community-focused environment. At the same time, they are strengthening their digital platform, offering on-demand classes, live sessions and personalized workout plans that bring the Pvolve experience directly to users' homes. This hybrid model allows Pvolve to cater to a wider audience, providing flexibility for those who prefer the social interaction of a studio or the convenience of training from home. By blending both in-person and virtual options, Pvolve is positioning itself to become a leading brand in accessible, functional fitness.
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The Connected: Health & Fitness Summit made it clear: GLP-1 medications are transforming the industry, but they are just the beginning of a larger shift in how we approach weight management and overall wellness. The future of fitness lies in adapting to new consumer needs, balancing weight loss with muscle preservation and integrating technology, nutrition and strength training into sustainable health solutions. As brands and professionals navigate this evolving landscape, those who innovate beyond the current trends will define the next era of fitness and longevity.
