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The "Judgement Free" gym chain built an empire on appealing to newcomers with no-frills buildouts and a relaxed atmosphere. But as competition grows, Planet Fitness has sought to market itself to more hardcore fitness junkies while also staying true to its base
As is often the case, Equinox gets people talking. Its AI-focused ad campaign — launched in January — is still doing so months later, this time over a pulled image that critics said depicted stereotypes about Asian women
Meta's Kevin Tadmori says fitness and wellness brands must adapt to an AI-powered, socially driven consumer journey where personalization, community and storytelling increasingly determine success
Dirk-Jan “DJ” van Hameren, Nike's ex-marketing chief, speaks to ATN about how Whoop's history with athletes and high-performers gives the wearable maker credibility as it looks to bring more people into the world of wearables
Wellness execs agree: when it comes to market separation, there’s power in attention to detail, boldness and above all else, individuality.
Fitness and wellness brands are competing in a market where consumers have more choice, more skepticism and more ways to discover brands outside the traditional marketing funnel. Operators are pressed to move beyond straightforward acquisition tactics and build marketing strategies that can support trust, education and long-term engagement.
The fitness industry is running the same playbook every brand that has already been sued has been running, with the same misunderstanding underneath it.
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
Mom-and-pop fitness brands may have mixed feelings about booking platforms, but a new survey suggests they can pay off.
Brooks, one of running's most iconic brands, is taking its U.S. momentum global as more top-performing athletes join its roster.
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