MAHA
Inside the Political Issues Set to Shape the Fitness Industry in 2026
HFA's latest policy briefing covered federal rule-making, state-level wins, Medicare expansion and what the midterm elections mean for the fitness industry.
HFA Backs Trump’s GLP-1 Medicare Expansion, Urges Exercise Coverage
The Health & Fitness Association has praised the expansion of Medicare to cover GLP-1 drugs and calls for the coverage of exercise programs.
Oura’s $11B Valuation Signals Investor Confidence in Preventive Health
Oura has raised $900 million at an $11 billion valuation as smart rings surge and the U.S. government pushes wearables for preventive health.
Smart Rings Are Dominating the Fitness Wearable Market, Especially Among Gen Z
Smart rings now make up 75% of fitness tracker revenue, with Gen Z driving adoption as RFK Jr. pushes for wearables to become public health policy.
Starbucks Expands Coconut Water Drinks as Health-Focused Options Grow
Starbucks expands coconut water drinks to 400 stores as part of a wellness push that includes upcoming protein cold foams this fall.
Trump Revives Presidential Fitness Test, A Sign That MAHA Might Be Serious About Exercise
Whatever the merits of the controversial test, Trump’s decision to bring it back could mark a turning point for the American fitness industry.
PHIT Act Gets Major Boost as House Passes Trump Tax Bill
The Health & Fitness Association says the bill marks a “significant milestone for the fitness industry” in its quest to pass the PHIT Act.
Early Detection, Elevated: Biograph Opens NYC Clinic
Biograph has opened its NYC clinic, combining advanced diagnostics with a spa-like design for a new take on preventive healthcare.
America’s Healthiest States Revealed
From insurance coverage to physical activity, a new state health ranking shows disparities in American well-being.
New App from Zoe Labels Food Risk in Seconds
ZOE has launched a free, AI-powered food app to rate food and help consumers make informed choices for their health.
