Fitness News Roundup: Expansions, Leadership Shifts, and the Latest Wellness Trends
Infrared saunas are heating up in California, Planet Fitness is shaking up its leadership, and cold plunges might not be the magic fix they’re hyped up to be. Meanwhile, industry experts are taking on gym staff turnover and pushing for a stronger focus on women’s health. Fitness industry news is buzzing with big updates, from sauna expansions to leadership shake-ups and some surprising takes on wellness trends. Here’s what’s happening:
Perspire Sauna Studio Brings More Wellness to California with Major Expansion
Perspire Sauna Studio, the biggest full-spectrum infrared and red-light sauna therapy franchise in the U.S., has announced exciting plans to expand across California. The company has signed four franchise agreements to open 13 new studios in key areas, including the greater San Francisco Bay Area, San Diego, and Pasadena. This move will add to the 17 locations already operating in the state, furthering the brand’s mission to make wellness solutions more accessible.
"We're thrilled to bring 13 new Perspire Sauna Studios to some of California's most vibrant communities," shared Lee Braun, Founder and CEO. "California is where we started 15 years ago, and it will always be the heart of our journey."
The expansion includes some exciting developments. In San Diego, franchisee Jing He is set to open three locations, while Kiki Barnes, a former employee, will launch five studios along the coast. Over in Los Angeles, Daughters del Fuego LLC has signed on for three units, and Northern California will welcome two new studios in the San Francisco Bay Area. This growth comes as more people are looking for alternative ways to relax and improve their health. Perspire Sauna Studio’s expansion is perfectly timed to meet this rising demand, helping even more people on their wellness journeys.
Planet Fitness Announces Leadership Changes
Planet Fitness is making some big moves within its leadership team as part of its long-term strategy for growth in 2025 and beyond. Starting March 3, 2025, Bill Bode, who currently serves as Division President of U.S. Franchise, will take on the newly created role of Chief Operating Officer. In this position, he’ll oversee operations for both franchise and corporate-owned clubs. Meanwhile, Jennifer Simmons, Division President of Corporate Clubs, will shift into the role of Chief Strategy Officer, where she’ll focus on using data to drive strategic decisions and spot emerging market trends. Both leaders will report directly to CEO Colleen Keating.
These changes follow earlier leadership appointments in 2024, including Chip Ohlsson as Chief Development Officer and Brian Povinelli as Chief Marketing Officer. The company is making these adjustments to streamline operations and fuel growth. Keating explained that the goal is to refine the leadership structure to boost efficiency, strengthen accountability, and stay true to their mission of delivering exceptional value for franchisees, members, and shareholders. With a clear focus on expanding its market presence and improving the member experience, Planet Fitness is gearing up for a strong future in the fitness industry.
Cold Plunges Are Everywhere, But Do the Benefits Last?
Cold plunges are having a major moment right now, showing up everywhere from luxury spas to your neighborhood gym. You’ve probably seen athletes posting chilly bath selfies or fitness studios promoting cold immersion as the ultimate recovery tool. It’s hard to ignore the buzz around claims of better recovery, mood boosts, and building resilience. But a new study is throwing a bit of cold water on the hype. Published in PLOS One, a review of 11 clinical trials found that while cold plunges might give you a quick hit of stress relief and reduced inflammation, those benefits don’t last long—and the long-term effects are still a big question mark.
The research revealed that stress levels dropped for about 12 hours after a cold plunge but then bounced right back. Inflammation markers actually shot up right after the plunge before settling back to normal, which has some experts questioning whether the initial shock might do more harm than good. There were a few hints of immune system perks—like people who regularly took cold showers reporting fewer sick days—but no solid proof that it actually prevents illness. For gym owners and wellness fans, this study is a good reminder to keep expectations in check. While cold plunges are undeniably trendy, their long-term health benefits are still up for debate. For now, the craze continues, but its staying power might depend on whether science can eventually back up all the excitement.
Staff Retention, Women’s Wellness, and Fixing Fitness Industry Turnover
In a candid conversation on All Things Fitness and Wellness, Kathleen Ferguson, CEO of Coach 360, opens up about the real challenges gyms and fitness studios face today. She makes a strong case for investing in fitness coaches, not just to help them grow professionally but to keep them around longer and create a better experience for members. Ferguson also shines a light on the crucial role coaches can play in supporting women’s health, especially when it comes to topics like menstrual cycles, perimenopause, and menopause—areas that have been largely overlooked in the fitness world.
But she doesn’t stop there. Ferguson calls out the fitness industry’s “dirty little secret”: the sky-high turnover rates that plague so many gyms. She explains why this happens and shares actionable tips for gym owners to better support their teams, from creating a culture of growth to providing the tools coaches need to thrive. For anyone running a fitness business or working in the industry, Ferguson’s advice is a game-changer for building stronger teams and happier members.
What’s Next for Fitness?
In a lively conversation with Krissy Vann, Cara Fautley, Senior Commercial Partnerships Manager at the Connected Health & Fitness Summit, shares a glimpse into the future of the fitness industry. Looking ahead to 2025, Fautley points to some major shifts on the horizon, like the growing buzz around longevity, preventative health, and the role of GLP-1 medications. She also highlights how AI and digital tools are transforming the way we approach fitness, while the desire for community and social connection in wellness continues to grow.
Fautley doesn’t shy away from calling out the need for more focus on women’s health and diversity, urging the industry to create more inclusive spaces for everyone. She also takes a closer look at the boutique fitness scene, where hyper-personalized experiences are becoming the new standard.
The Shifts and Trends Shaping Fitness
From major franchise moves to new research challenging popular wellness trends, fitness news is anything but predictable. Some shifts will redefine the fitness industry, while others may fade fast—but for now, they’re keeping the conversation going.
