Leaders from AXLE, Swthz, Solidcore and Jetset Pilates discuss how rising acquisition costs, shifting discovery habits and AI-powered tools are changing the boutique fitness marketing playbook
AI is transforming everything from coaching and retention to operations and personalization—not by replacing people, but by empowering them to deliver more meaningful experiences.
SotoMethod, a popular on-demand workout, is steadily growing its brick-and-mortar footprint, adding a Dallas location to its two NYC studios
Activewear giant Lululemon has launched its Summer Series 2026, a season-long program of free fitness experiences across North America.
InLife Wellness, which already has 60 studios, joins a wave of Australian Pilates-focused brands chasing the U.S. market
Burn Boot Camp is bringing on global music producer and artist Marshmello as an equity partner, franchise owner and creative lead for music.
Club Pilates has signed a new 70-unit deal with entrepreneur and developer Saber Ammori and the newly formed Renew Fitness franchise group.
YogaSix has launched Y6 Core, a heated, Pilates-inspired class that maintains the yoga franchise's signature methodology.
Amped Fitness has partnered with Red Bull to create new events and activations in and outside of its clubs across the U.S.
EoS Fitness is rolling out reformer Pilates at three pilot gyms this summer, with more to follow, the low-price operator said.
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