Not an Afterthought: Female Industry Leaders Encourage Change
The women-led panel offered insights on leadership, the importance of community building and the evolving needs of women in fitness and wellness
The fitness industry is finally beginning to recognize and prioritize the needs of a key demographic: women. “We’re not just smaller men,” said moderator Brynn Scarborough, founder and CEO of Alchemy Leadership Lab.
At the 2025 ATN CEO Summit, prominent women in fitness took the stage to discuss these opportunities and share their experiences. The panel featured Sadie Lincoln, co-founder and CEO of barre3; Mary Cannon, co-founder of CityPickle; and Julie Cartwright, president of Pvolve. During the panel, the women explored the challenges and possibilities of creating female-focused offerings, as well as gender gaps in leadership and investment opportunities.
“The female consumer is running the wallet share of this business,” Lincoln noted, “but there’s still a huge disconnect between decision-makers and the people actually spending the money and driving the growth of this industry.”
Lincoln was motivated to found barre3 in 2008 due to a lack of community-oriented spaces for women. “We haven’t truly listened to women—their bodies, their psychology, and what makes them feel safe so they can thrive,” she said. Barre3 has since expanded to over 200 locations.
Cartwright echoed this sentiment, emphasizing Pvolve’s commitment to science-backed, female-first programming. “We’ve built a method with clinical studies behind it, focused on addressing women’s unique needs like pelvic floor health, menopause, and endometriosis,” she said. “What works for a woman will work for a man, but what works for a man doesn’t necessarily work for a woman.”
Females & Finance
The conversation also addressed the challenges that female entrepreneurs face in securing investment. “Being an empowered woman is making money,” Lincoln said. “We need to coach women in financial literacy—how their income sheet plays with their balance sheet and cash flow—because understanding the numbers is key.”
Cannon, who recently raised CityPickle’s Series A funding, similarly provided advice for female entrepreneurs. “Tell your story. Investors respect vision and results. My experience with our investors has shown me that being a woman can make you stand out in this space,” she said.
Cartwright stressed the importance of finding the right partners who respect a brand’s mission. “We’ve built something we’re incredibly proud of,” she said. “We need investors who care about continuing that vision, not just those who want to change it for the sake of profitability.”
Community & Loyalty
All three panelists emphasized the importance of community in creating lasting loyalty. “Relationships matter more than exercise,” Lincoln said. “Loneliness is as damaging to your health as smoking a pack of cigarettes a day. Every person who walks through our doors deserves connection and to feel deeply seen.”
Cannon shared how CityPickle fosters a sense of belonging. “It’s not just about pickleball—it’s about hospitality. Like the theme song from ‘Cheers’ says, ‘You want a place where everybody knows your name.’ That’s what keeps people coming back.”
Cartwright highlighted Pvolve’s focus on building communities around shared experiences, such as menopause or infertility. “These are moments when fitness can meet women where they are and truly change their lives. When you meet her in that moment, you have her for life,” she stated.
The panelists were optimistic about the future of fitness for women. “We have so much opportunity to crush it when it comes to women’s fitness,” Lincoln said. “But it takes curiosity, investment, and a willingness to listen to what women actually need.”
Scarborough concluded the discussion by emphasizing the holistic shift in the industry. “Fitness isn’t just about picking things up and putting them down anymore. Consumers want to be addressed as whole individuals, leaving no part of themselves behind.”
Be on the lookout for more information on the ATN Innovation Summit, a can’t-miss two-day event to be held on June 17th and 18th in New York City featuring the biggest names, brands, and ideas across fitness, health, and wellness.