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Dua Lipa on a Frame Fitness Pilates reformer
Fitness

Dua Lipa Joins Pilates Brand Frame Fitness as Co-Founder, Chief Creative Officer

Frame Fitness has named Dua Lipa co-founder and chief creative officer as the Pilates brand eyes standalone studios and hotel partnerships.

Courtney Rehfeldt • Sep 23 2025
Echelon instructors Maribel Maignan and Adriel Solorzano
Fitness

Echelon Revives Faith-Based Fitness Classes, Citing ‘Meaningful Moment’ in US

Echelon has relaunched its Sunday Soul faith-based cycling series, linking fitness with spiritual grounding after the death of Charlie Kirk.

Courtney Rehfeldt • Sep 23 2025
Wellness

New York’s Zero-Proof Festival Taps Into Record-Low US Drinking Trends

"Drinks With Benefits" will bring alcohol-free beverage brands to NYC as Gallup data shows U.S. alcohol consumption falling to historic lows.

Courtney Rehfeldt • Sep 23 2025
Tom Brady at a Hollywood film premiere
Finance

Aescape Acquires Tom Brady’s Longevity Protocols, Adds NFL Legend to C-Suite

Aescape, the New York-based robotics company offering AI-powered massages, has formed a major partnership with NFL legend Tom Brady.

Elizabeth Ostertag • Sep 23 2025
Wellness

Massage Brand Recruits Wellness-Loving College Ambassadors

The NOW Massage's Campus Collective college ambassador program enlists students to promote self-care in exchange for perks.

Courtney Rehfeldt • Sep 23 2025
Flex
partnership

Unlocking Consumer Health Dollars: How Flex Is Redefining the Fitness Economy

As consumer wellness surges and new legislation expands HSA access, Flex makes it simple for brands to accept pre-tax dollars.

Athletech Studios • Sep 23 2025
an interior image of a Perspire Sauna Studio
Wellness

Perspire Sauna Studio Expands in NYC, SoCal & Other Key Markets

Perspire Sauna Studio is nearing 100 open locations following new multi-unit franchise deals in key coastal markets.

Courtney Rehfeldt • Sep 22 2025
HaloRed O2 inside a wellness room
Wellness

Halotherapy Solutions Unveils Next-Gen Version of Popular HaloRed Machine

The new HaloRed O2 delivers oxygen-enriched air and pharmaceutical-grade salt particles deep into the lungs and sinuses.

ATN Staff • Sep 22 2025
Oura Ring Gen 3 Heritage
Finance

Oura Sees Ring Sales Surge Amid Rumored $11B Valuation

Oura has sold over two million units in the past year alone and is on track for $1 billion in revenue in 2025 as the smart ring market booms.

Courtney Rehfeldt • Sep 22 2025
Finance

CapStone Invests in Hoda Kotb’s New Wellness App

CapStone has joined as a backer of Joy 101, Hoda Kotb’s fast-growing wellness platform that's already landed $2 million in partnerships.

Courtney Rehfeldt • Sep 22 2025
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