ATN Week in Review: Gyms Face a Familiar Challenge

This week, we break down a new report that gym cancellations are up 8% year-over-year, and analyze why Noom’s new GLP-1 microdose program could mark a major evolution in which types of Americans start taking drugs like Wegovy and Ozempic

Big-box gyms and health clubs are acquiring new members (especially Gen Z) at a rapid clip, but they’re also struggling to keep them around.

According to ABC Fitness’ new Wellness Watch Report, gym membership cancellations were up 8% year-over-year in 2025, which comes despite check-ins modestly increasing during that period.

It’s unclear what factors are driving the rise in cancellations, but ABC Fitness’ findings make one thing clear: member retention is still just as big an issue for the fitness industry as it’s ever been.

To make matters worse, it’s likely only going to get easier for people to get rid of unwanted fitness memberships as the Federal Trade Commission and individual states place pressure on gyms to enact more transparent and streamlined cancellation policies.

What’s the answer? Experts and executives have pointed to community as the key to keeping members around. In a prior ABC Fitness report released this fall, social connection emerged as a primary driver of both gym joins and long-term engagement.

GLP-1s Are No Longer Just for Overweight People

GLP-1 use is accelerating quickly across the U.S., with new Gallup data showing that 12.4% of Americans now use the drugs for weight loss.

But we could soon be living in a world where many Americans are using GLP-1s not just for shedding pounds, but to live longer and generally feel better.

This week, Noom launched a GLP-1 microdose program, a $149-per-month offering that combines low-dose GLP-1 medication and at-home biomarker testing to support metabolic health and longevity. Notably, the program is open to individuals with a BMI of 21 or higher (for reference, a BMI of 25 or higher is considered overweight).

Noom’s subscription program might be the first telehealth service that aims to democratize GLP-1 use among normal-weight individuals, but longevity experts including Dr. Frank Lipman and Dr. Tyna Moore have been speaking about the benefits of microdosing for some time, pointing to the drugs’ anti-inflammatory and other systemic health benefits