How Fitness Brands Are Rethinking Content in the Era of AI
At the ATN Innovation Summit, CEOs from top fitness brands discussed the future of content strategy amid the rise of artificial intelligence
As fitness brands navigate a rapidly evolving digital landscape, the race is on to deliver content that’s not only high-quality and scalable but deeply personal. Artificial intelligence will play a key role, executives believe.
At the ATN Innovation Summit 2025, industry leaders took the stage to explore the evolving state of fitness content and delivery. Moderated by Liz Plosser, the founder of Best Case Scenario and the former editor-in-chief of Women’s Health, the conversation featured Echelon founder and CEO Lou Lentine, Les Mills U.S. CEO Sean Turner and Fitness on Demand CEO Andy Peat.
Strength Training Is King
Plosser kicked things off with a question about what modalities are seeing the most traction today. Peat said that “mobility has been big” along with “strength training (and) live classes.” He noted that fitness content is no longer limited to high-intensity formats.
“There’s also a lot of mindset and mental well-being content,” Peat added.
Turner agreed that strength continues to grow and emphasized that geographic differences are worth watching.
“For example, in China, it’s a little bit different for us there; we see an advance in combat,” he said, pointing to regional variations in modality preferences.
Hybrid Fitness Is Here To Stay
Lentine emphasized how content preferences now span both in-person and digital experiences.
“People want to have that at home, as well as have that in the gym,” he said. “We’re producing strength machines, recovery, mobility; it’s all about convenience and giving consumers what they want.”
All three leaders agreed that hybrid fitness is no longer just a buzzword. Turner sees this as a return to balance post-COVID:
“There was a fear that digital would replace physical, but what we’re seeing is that most people do both,” he said.
The panelists also discussed the complexity of producing quality content at scale.
“We have 20 instructors full-time… they’re also on social, they’re producing across all these different modalities,” Lentine said, referencing the effort it takes to ensure Echelon’s content remains on-brand and consistent.
When asked about how to define value in today’s saturated content market, Peat said it depends on the brand.
“For boutique studios, value is maximizing their space outside of live classes,” he explained. “Most people don’t reform at home, so content must work as an on-demand option during non-class hours. For larger gyms, the value might lie in allowing members to explore modalities on their own through screens or mobile apps.”
Can AI-Generated Content Replace Humans?
The conversation naturally turned to AI. Peat shared that Fitness On Demand is using generative tools to create thousands of videos.
“The biggest thing I’m curious (about) is: does it replace an instructor?” he asked, noting that some AI-generated content for Pilates is already “pretty close.”
Lentine described Echelon’s integration with Amazon Bedrock and the brand’s use of AI to improve content discovery: “It recommended three classes from six years ago that I’d never seen, and they were great.” He added that AI also powers a workout builder that scans the gym floor and suggests workouts based on available equipment.
Turner noted that Les Mills is using AI in areas like “performance insights and also helping coaches by coaching instructors,” as well as for “language recognition AI to actually improve performance” across its global network.
To close the session, panelists were asked to share what inspires them beyond fitness. Peat pointed to hospitality.
“When you go to a hotel, the personalization, the feelings, that’s where fitness needs to go,” he said.
Across the board, panelists agreed: the future of fitness content is about flexibility, smarter personalization and retaining the power of human connection, even as AI and automation continue to grow.