Fitness Equipment Industry Weekly Update：Week of Aug9, 2025

Industry News by Fit Gear Hub

1. Planet Fitness Surpasses 20.8M Members, Eyes Black Card Price Increase

Planet Fitness posted a 13.3% year-over-year revenue rise to $340.9 million in Q2 2025, driven by 8.2% same-store sales growth and expansion across franchise, corporate and equipment segments. Membership hit 20.8 million with 2,762 clubs globally, including 23 new locations this quarter. The company marked its 10th anniversary as a public firm and signed a deal to sell eight California corporate clubs to a franchisee. CEO Colleen Keating highlighted the brand’s asset-light strategy and full-year confidence despite economic variability. The chain is also increasing strength equipment offerings while maintaining cardio staples like stair climbers and treadmills, as it prepares to raise the price of its Black Card membership.

2. Lucra & Asensei Partner on Gamified Fitness Competitions

Gamification platform Lucra and AI movement-recognition specialist Asensei have launched a joint product enabling fitness brands to integrate digital competitions with verified workouts, leaderboards and rewards. Designed for lead generation and retention, the challenges can be embedded in apps or browsers and offered as free or paid experiences. The partnership targets the rising cost of digital acquisition and the need to boost member lifetime value through repeatable, community-driven events.

3. Strong Pilates Opens 100th Studio, Targets 150 More in U.S.

Australian boutique brand Strong Pilates has opened its 100th location in Garwood, New Jersey, marking its fifth U.S. studio. The company plans over 150 more U.S. sites, including key markets like Los Angeles, Houston and Chicago, through partnerships with Momentic Studios, franchise agreements and corporate stores. Known for blending reformer Pilates with cardio and strength on its Rowformer and Bikeformer machines, Strong Pilates has doubled network revenue to $32 million in the past year and serves over 37,000 members in 14 countries.

4. Echelon Closes UK Studio, Launches Global Instructor Hub

Echelon is consolidating live classes into a new global studio, closing its London location and adding five international instructors. The move supports a unified global schedule to improve cross-time-zone access. The brand will host a “Global Celebration Week” with challenges, special classes and prizes to reinforce its global community. Recent initiatives include AI-driven personalization via Amazon AWS, acquisitions of FlexIt (Echelon Coach) and Fortë (Elevate by Echelon), and the launch of telehealth platform ActiveMD.

5. Decathlon Joins HDE and FESI to Boost Policy Influence

Decathlon Germany will join the German Retail Federation (HDE) in January 2026, focusing on urban retail development, fair competition and sustainability. The sporting goods giant has also become a member of the Federation of the European Sporting Goods Industry (FESI) to engage in EU-level discussions on regulations like the Ecodesign for Sustainable Products Regulation and the Green Claims Directive. Decathlon aims to leverage these memberships to strengthen its role in shaping retail and sustainability policy.

6. U.S. Gym Traffic Rises 3.5% in First Half of 2025

Data from the Health & Fitness Association show average gym visits in the U.S. grew 3.5% year-over-year in the first half of 2025, with visit frequency up 1.4%. High-value, low-price gyms saw the strongest gains at 3.8% growth, followed by mid-market clubs at 3.7%. Luxury club traffic dipped 0.9% but remains the highest overall. The figures highlight the industry’s continued post-pandemic recovery, with U.S. membership reaching a record 77 million in 2024.

7. Peloton Expands Wellness Strategy, Announces Layoffs

Peloton closed FY 2025 with Q4 revenue of $607 million, beating forecasts, and reported 2.8 million Connected Fitness Subscriptions. CEO Peter Stern outlined a shift toward a broader wellness platform, incorporating sleep, recovery and nutrition. The company will expand AI and wearable integrations, grow in-person events, and maintain its lead in strength training engagement. A cost-cutting plan targeting $100 million in annual savings includes eliminating about 6% of staff and relocating certain roles.

8. Technogym Posts €458.8M in H1 Revenue, Expands Product Lines

Technogym recorded 14.1% year-over-year growth in the first half of 2025, with revenue of €458.8 million, driven by commercial and consumer segment gains and a 48.4% jump in retail sales. The Americas led regional growth at 20.2%. CEO Nerio Alessandri cited expanding AI-powered offerings, including Technogym Checkup and Biostrength, and entry into the Pilates category with Technogym Reform. The company also launched the Artis Luxury line and opened a new U.S. headquarters in Jersey City.

FitGearHub 

is a professional platform dedicated to sharing industry insights and in-depth knowledge of the global fitness equipment sector. Connecting over 1,000 manufacturers with buyers worldwide, we aim to foster information exchange and collaboration within the industry. 

FitGearHub es una plataforma profesional dedicada a compartir noticias y conocimientos especializados del sector global de equipos de fitness. Conectamos a más de 1,000 fabricantes con compradores de todo el mundo, fomentando el intercambio de información y la colaboración dentro de la industria.