Federal Plan, AI Strategies, and Brand Growth in Fitness
The fitness world is moving quickly. From national efforts to help kids get active again, to businesses navigating the rise of AI in digital marketing, to the inspiring stories shaping gyms and brands today—the industry is evolving with purpose. This latest round of fitness industry news shows how these changes all connect back to the same goal: healthier people, stronger communities, and a more active future.
HFA Backs Federal Plan to Get Kids Moving Again
Childhood physical inactivity is a growing crisis. That lack of movement is fueling rising rates of chronic diseases and mental health challenges—trends that could have long-term consequences for the nation’s health.
In response, the Administration released its “Make Our Children Healthy Again” report, a national strategy designed to help kids move more and live healthier lives. The plan, introduced by President Donald J. Trump and Health and Human Services Secretary Robert F. Kennedy Jr., includes several key measures:
-
Reinstating the Presidential Fitness Test in schools, updating a program that for decades encouraged children to build lifelong fitness habits.
-
Expanding afterschool and out-of-school programs to provide more structured opportunities for activity beyond the classroom.
-
Treating physical activity as a vital sign in federal health metrics.
-
Launching public awareness campaigns through the President’s Council on Sports, Fitness, and Nutrition, with a revitalized Presidential Fitness Award to celebrate achievement.
“These are thoughtful efforts that mark a meaningful step forward in strengthening the health of America’s children,” said Mike Goscinski, vice president of government affairs for HFA. “Recognizing physical activity as a vital sign is a game-changer. It sends a clear signal that movement matters—not just in reversing obesity and chronic disease but in building healthier, happier kids.”
HFA emphasized that many of these actions build on work already underway in communities. From school-based movement initiatives to standardized fitness benchmarks, local programs have been laying the foundation. The federal plan brings additional visibility, resources, and coordination.
By reintroducing programs like the Presidential Fitness Test and refreshing the national conversation about movement, leaders hope to inspire a new generation of children to view activity not as a chore, but as a natural part of everyday life.
How AI and SEO Are Reshaping Fitness Marketing
Alongside policy shifts, the fitness business is also navigating a digital transformation. A recent episode of MarketFit by ATFW, hosted by Krissy Vann, examined how artificial intelligence and evolving search behaviors are changing the way fitness operators reach and engage members.
The discussion underscored a crucial insight: while AI-driven platforms like ChatGPT, Google Gemini, and AI overview results are reshaping discovery, strong technical SEO remains the foundation for visibility. For every one ChatGPT search, there are still 337 Google searches—a reminder that innovation must be built on proven fundamentals.
The episode outlined practical strategies for operators, from ensuring presence across AI-powered results to using data-driven personalization that makes every member interaction more relevant. The takeaway was clear: fitness businesses that embrace both AI innovation and technical excellence will be best positioned to thrive in the digital era.
This Week in Fitness
The latest episode of This Week in Fitness spotlights the top stories shaping the business landscape in under five minutes:
-
Nike’s New Spin on “Just Do It” – The “Why Do It?” campaign reframes greatness for Gen Z as a series of everyday choices.
-
Crunch Fitness 9/11 Tribute – CR Fitness Holdings continues its annual stair climb tradition across 80+ gyms, honoring first responders.
-
Universal x Sudor Partnership – Expansion of the Own Your Goals app introduces a creator-first model, boasting 94% subscriber retention.
-
Therabody Welcomes Josh Allen – The Buffalo Bills quarterback joins as Performance Advisor, bringing his recovery expertise into product innovation.
-
Honoring Rick Caro – Remembering the legacy of a pioneer and founding leader of HFA, whose work shaped the modern health club sector.
Policy, Innovation, and Legacy in Focus
Behind every policy update, digital breakthrough, and business milestone is the same driving purpose: helping people live healthier, more active lives. From encouraging kids to move more, to guiding operators through new technology, to honoring the pioneers who built the foundation, the fitness industry continues to evolve with people at its center.
Progress in fitness isn’t just about trends—it’s about creating opportunities, strengthening communities, and building a healthier future for everyone. And as this fitness news highlights, the path forward is one built on innovation, collaboration, and a commitment to helping people thrive.
