From Ice-Cold HIIT to Hot Market Moves: The Top Fitness News Shaping 2025
From icy workouts in the heart of Dubai to major developments shaping investment and wellness strategies across North America, this week’s fitness industry news highlights innovation, disruption, and opportunity. Here's a quick roundup of key headlines, including GymNation’s bold new concept, Novo Nordisk’s telehealth shakeup, and insights from Integrity Square’s Pete Moore.
GymNation Introduces “The Coolest Class in Dubai” to Beat the Summer Heat
As temperatures in Dubai soar to a blistering 43 degrees Celsius with humidity levels hitting over 70 percent, GymNation has unveiled a groundbreaking solution to stay fit amidst the extreme summer conditions. Introducing "The Coolest Class in Dubai," a revolutionary fitness experience designed to beat the heat and deliver a high-intensity workout in a cold, temperature-controlled environment.
“The Coolest Class in Dubai” is a cold-environment high-intensity interval training (HIIT) class, tailored specifically for Dubai's summer climate. GymNation's innovative approach combines physical challenges with icy recovery zones, offering a refreshing alternative to traditional workouts.
“At GymNation, we pride ourselves on being the people’s gym and that means listening to what our members need,” said Rory McEntee, Chief Marketing Officer at GymNation. “When the summer heat hits its peak in July and August, finding ways to stay active without overheating becomes a real challenge. With ‘The Coolest Class in Dubai,’ we’re turning that challenge into an opportunity offering a fun, refreshing way to beat the heat while still smashing fitness and wellness goals.”
The class offers a dynamic lineup of workouts designed to push both body and mind while keeping participants cool. The Blizzard Sprints put runners on treadmills with industrial-strength fans to simulate resistance, Frosted Reps involves squats with ice-packed weighted vests, the Glacier Grip Challenge features ice bucket farmer’s carries for endurance and grip strength, and the Polar Push pushes participants to drive weighted sleds topped with ice blocks. After completing the intense workout, participants can recover in the Chill Zone, where a post-workout ice bath awaits to reduce inflammation and accelerate recovery.
Comfort during the workout is prioritized, with GymNation providing insulated gloves, headgear, and chilled towels to regulate body temperature throughout the session.
The name "The Coolest Class in Dubai" reflects both the literal cool environment and the class’s appeal to a growing audience seeking unique and innovative fitness experiences. According to GymNation, searches for terms like “cool gyms” and “unique fitness classes” have increased by 23 percent year-over-year in Dubai.
Initially scheduled across select GymNation locations on July 5, 12, 19, and 26, the class has drawn strong interest. Due to high demand, attendance is now being determined through a ballot system.
M&A Trends, Valuations, and the Rise of Franchise Models
In an episode of All Things Fitness and Wellness, Krissy Vann sits down with Pete Moore, founder of Integrity Square and a leading voice in fitness industry finance, for a timely discussion on the state of the market in 2025.
The episode explores the current landscape of mergers and acquisitions, sector-specific valuation shifts, and the growing interest in franchise models as the industry heads toward 2026.
The episode unpacks what major deals—such as TSG’s acquisition of EōS Fitness—reveal about market confidence in the fitness industry. It also explores how valuations are shifting across various sectors and what those changes mean for operators and investors alike. Listeners will gain insight into which business models are currently attracting capital and which may face challenges in today’s landscape. Finally, the conversation highlights why franchise systems are gaining traction as scalable, lower-risk strategies heading into 2026.
Designed for operators, investors, and decision-makers, this episode delivers a clear midyear financial pulse check for the fitness and wellness industry.
Key Industry Moves from Novo Nordisk to Pvolve’s Big Recognition
Building on this wave of innovation and industry shifts, This Week In Fitness by ATFW shares more key headlines—spotlighting major developments shaping the business of health and wellness:
Novo Nordisk Cuts Ties with Hims & Hers Over Compounded Medications
Novo Nordisk has ended its partnership with Hims & Hers Health Inc., citing concerns related to compounded versions of its obesity medication, Wegovy®. The decision raises questions about the future of telehealth partnerships and obesity care strategies.
Solace NYC Integrates Mental Health Support Into Club Setting
A first-of-its-kind partnership is embedding mental health services directly within a Manhattan fitness club. Solace New York’s initiative could signal a shift in how wellness services are delivered across the industry.
GLP-1s Recommended Earlier in Treatment, Says ACC
GLP-1 medications such as semaglutide and tirzepatide are now recommended earlier in the treatment process—even before lifestyle changes—according to new clinical guidance. This update may have implications for fitness providers involved in chronic disease management.
Congress Considers Expanding HSA Eligibility to Fitness Expenses
The PHIT Act provision is under renewed consideration, with advocates pushing to include gym memberships and youth sports in HSA-eligible spending. The outcome could reshape how fitness fits into healthcare savings.
Pvolve Named to Entrepreneur’s Franchise 500® List
Pvolve has earned national recognition with its inclusion in Entrepreneur’s Franchise 500® list. The boutique fitness brand’s rise highlights its growing presence and evolving strategy in the franchise space.
Zumba Cruise Set to Sail Again in 2026
After a seven-year hiatus, the Zumba Cruise is making its return. Thousands are expected to join the floating fitness event, which offers more than just a dance party at sea.
Cooling Off, Scaling Up, and Looking Ahead
Whether it’s chilling out with GymNation’s newest HIIT class or analyzing franchise momentum in the latest All Things Fitness and Wellness episode, recent fitness news underscores one thing: the fitness market continues to adapt, grow, and challenge expectations. With shifts in policy, innovation in delivery platforms, and changing investment dynamics, both operators and investors have plenty to monitor heading into the second half of 2025.
