Fitness Industry Sees Growth in Franchising, Wearables, and Recovery
In this week’s All Things Fitness and Wellness podcast and This Week in Fitness segment, host Krissy Vann delivers the most relevant fitness industry news, featuring insights from Ross Campbell—Founder & CEO of Beyond Activ and Chair of the Global Health & Fitness Alliance (GHFA). The post dives into global trends, major franchise moves, and tech-driven shifts reshaping the landscape of fitness and wellness.
Ross Campbell on Where Fitness Is Growing, Why Investors Are Watching, and What’s Next for the Industry
Ross Campbell—Founder & CEO of Beyond Activ and Chair of the Global Health & Fitness Alliance (GHFA)—joins host Krissy Vann on All Things Fitness and Wellness to explore the current state of the global fitness industry. The episode highlights where the market is expanding, why investors are paying attention, and how operators can take a long-term approach to growth.
Investors Are Optimistic, Capital Is Flowing
Campbell shares that investment into fitness and wellness is strong. Capital is still available, and operators—especially in the high-value, low-price (HVLP) space—are expanding rapidly. In the U.S., big franchised operators are scaling quickly and continuing to dominate. He notes that boutique fitness has grown more slowly, especially in major urban centers where high rents, labor costs, and competition make it more challenging.
Franchising Is a Global Force
Franchised models are a major trend. In the U.S., Australia, and Southeast Asia, franchising continues to grow fast. In Australia alone, there are more than 70 franchised fitness and wellness brands. In Asia, Indonesia and the Philippines are showing strong growth. Meanwhile, Saudi Arabia stands out as the most exciting market in the Middle East, driven by a top-down commitment from government leaders and the Saudi Sports for All initiative.
Integration with Healthcare Is Happening Now
According to Campbell, healthcare and fitness are starting to merge. Countries like Saudi Arabia and Singapore are pushing national health initiatives that include movement, nutrition, and wellness. In the U.S., fitness and wellness are becoming more aligned with healthcare systems, and consumer behavior is shifting to view wellness as part of preventive care.
AI and GLP-1s Are Top of Mind
Artificial intelligence is gaining traction across the industry. Operators are starting to explore AI applications in fitness programming, lead generation, and chatbots. At the same time, GLP-1 medications like Ozempic are now a mainstream topic. Campbell notes that the industry’s relationship with GLP-1s is evolving quickly, and major companies are already exploring how to engage with this growing consumer segment.
The Wearables Market Is Getting Smarter
Wearable technology is another area Campbell is watching closely. From Oura and Whoop to Apple Watch, the focus is shifting toward deeper data and diagnostics—moving beyond sleep and activity tracking to more medical-grade metrics like ECG and glucose monitoring. He believes wearables will eventually help bridge fitness and healthcare even more directly.
Untapped Potential: Adults Over 40
Campbell highlights that the over-40 demographic is an underserved market. These adults often have disposable income and a strong interest in health and wellness. He sees significant opportunity in services like saunas, contrast therapy, float tanks, and IV drips—areas that fall under the wellness category but are still in early stages of growth, especially in the U.S.
Franchising Remains the Smart Bet
Asked where he would invest if he had capital, Campbell doesn’t hesitate: he’d go into franchising. It's scalable, repeatable, and profitable. He points to companies like Purpose Brands and Planet Fitness as examples of the trend. And he believes wellness franchising—recovery-focused models in particular—is just getting started.
Looking Ahead to Beyond Activ Americas
The conversation wraps with a preview of Beyond Activ Americas, coming to Dallas this fall. Campbell says topics will include GLP-1s, the convergence of healthcare and fitness, and how to apply AI practically in operations. The event will bring together brands, investors, suppliers, and innovators across the wellness and fitness landscape.
Key Headlines Shaping the Fitness Industry This Week
The latest This Week in Fitness update, still hosted by Krissy Vann, highlights several major developments in the fitness world:
- Presidential Fitness Test Returns – A new executive order brings back the iconic test, emphasizing youth fitness and physical standards nationwide.
- Crunch Fitness Expansion – Fitness Ventures, a Crunch franchisee, announces a $75 million expansion focused on the Portland market.
- Eight Sleep’s Women-Centered Innovation – The company introduces Hot Flash Mode and launches the Women’s Sleep Initiative, prioritizing temperature-based sleep support for women.
- VASA Fitness Launches in Colorado Springs – The new location features updated recovery amenities, including a cold plunge, as part of its growing wellness offerings.
- Xponential’s Real Estate Streamlining – A partnership with Morrow Hill is set to optimize site selection across Xponential’s portfolio.
- Divestiture of CycleBar and Rumble – Xponential sells both brands to Extraordinary Brands as part of a strategic realignment.
- Gold’s Gym Steps Up – The brand expands with flagship clubs and teams up with HYROX, aligning with functional fitness and endurance trends.
- Life Time’s AI Rollout – The fitness giant releases L•AI•C, an AI wellness assistant, to all users via its mobile app, signaling a deeper push into personalized digital health.
From franchise growth and tech integration to strategic divestitures, this week’s updates reflect how fitness brands are positioning for innovation and expansion across the industry.
Fitness Industry News Signals Growth, Innovation, and Strategic Shifts
From global franchise expansion to AI integration and the healthcare-wellness crossover, this week’s fitness news reflects a sector in motion. Leaders like Ross Campbell and top brands like Xponential, Crunch, and Life Time are helping shape a future where fitness is more connected, more data-driven, and more inclusive than ever. Stay tuned as innovation, capital, and consumer demand continue to drive change across the wellness landscape.
