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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.
Italy's annual wellness expo just wrapped its largest edition ever, with attendance up 15% and international participation up 25%.
Zumba celebrates its 25th anniversary with a free, high-energy dance fitness event in Times Square on April 29.
"Sweat Jetting," a phenomenon where travelers book trips around race weekends and athletic experiences, is growing fast, per Tripadvisor.
Featuring Daddy Yankee's hit "Gasolina," Zumba’s new global campaign taps into the pull of the right beat to keep people moving longer.
Zumba debuts Zumba + Lift, a new strength-focused class that combines resistance training with the brand’s signature music-driven energy.
Airbnb’s 2026 forecast shows wellness travel shifting toward nature, opening new opportunities for fitness and wellness brands.
Hyrox is launching its first fitness cruise for October 2026, with training and travel at sea as ticket sales open soon.
By combining continuous education, peer-to-peer learning and global community, Zumba is setting a new standard for how instructors are supported long-term.
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