Fitness Equipment Industry Weekly Update：Week of July3, 2025

Fit Gear Hub News Weekly

1. Gymleco Unveils Dual-Function Incline Press/Chest Flyes Machine

Swedish strength equipment manufacturer Gymleco has added a new innovation to its lineup with the launch of the 029 Incline Press/Chest Flyes machine. This dual-function strength unit merges two popular chest exercises—incline press and steep chest fly—into a single compact design. Engineered with biomechanics in mind, the 029 features an adjustable back support to fit various body sizes and promote proper form. Its steep fly angle offers a unique chest activation rarely achieved on standard machines. “We’re committed to pushing the boundaries of what’s possible with a single machine,” said CEO Monica Sotkasiira. The user-friendly interface and space-saving design make it suitable for both operators and users across all experience levels.

2. Primal Strength Adds Plate-Loaded Ab Crunch to Performance Series

Primal Strength has expanded its Performance Series with the introduction of a plate-loaded Ab Crunch machine. Designed for high-performance abdominal workouts, the machine includes a pivoting seat pad to allow for a natural range of motion and more effective lower-body engagement. “It allows users to stretch and contract the abdominal muscles with optimal form,” explained head of product Euan Miller. The unit supports up to 150kg in Primal Performance Series weight plates and is built from laser-cut steel with a robust black coating. A five-year warranty on the frame underscores its commercial durability.

3. NordicTrack Celebrates 50 Years with UK Launch of Ultra 1 Treadmill

NordicTrack has introduced its flagship Ultra 1 treadmill to the UK market as part of its 50th-anniversary celebrations. The Ultra 1 boasts a striking v-shaped frame with brushed metal and wood accents. Innovative features include aviation-style throttles, integrated cooling fans, and premium speakers. Its two-part design separates the running deck from the control unit, creating greater stability and reducing vibration on the display screen even at high speeds. “The Ultra 1 is more than a treadmill; it reimagines the exercise experience,” said Blake Fletcher, UK & Ireland country manager. The launch represents a leap forward in user comfort, design, and performance.

4. Escape Fitness Launches Versatile Glute Station

Escape Fitness has responded to growing demand for lower-body-focused equipment with its new Glute Station attachment. Designed to target glutes, legs, and core, the unit includes seven band pegs and an adjustable back pad for varied training approaches. Users can combine resistance bands and plates for fine-tuned load adjustment. Compatible with Escape’s Octagon frames, it comes in three lifting configurations to help gyms optimise space. “Many members, especially women, want equipment that builds strength and definition in the lower body,” said co-founder Matthew Januszek. The Glute Station caters to this trend with functional design and adaptability.

5. Industry Experts Highlight Urgent Need for Strategic Shift Amid Consolidation

At the ATN Innovation Summit 2025, leaders from McKinsey & Co. and L Catterton discussed the rapid consolidation reshaping the fitness and wellness sector. McKinsey partners Eric Falardeau and Jeff Rudnicki, along with L Catterton’s Marc Magliacano, emphasized that the pace of change is accelerating and requires businesses to rethink their strategies. High-value, low-price (HVLP) gym models are currently leading the pack, particularly due to increasing strength training interest among female members. “The sector is consolidating quicker,” noted Falardeau, urging businesses to adapt or risk falling behind. Differentiation, adaptability, and strategic positioning were identified as the keys to future success.

6. NovoGroup and Refined Wellness Form Joint Venture to Integrate Fitness and Recovery

NovoGroup and Refined Wellness have announced a joint venture aimed at creating next-generation health clubs that combine digital fitness, advanced equipment, and recovery solutions under one roof. By merging NovoGroup’s technology with Refined Wellness’s therapeutic approach, the partnership seeks to offer fully integrated experiences for performance, wellness, and longevity. “The future of wellness is integrative and results-driven,” said Anna Davies, CEO of Refined Wellness. NovoGroup CEO Tim Horskins added, “We aim to empower people to move, feel, and perform better.” The venture underscores both companies' commitment to innovation, user-centred design, and accessible wellness solutions.

7. RitFit Opens First Showroom in California as Part of Omnichannel Strategy

Home fitness brand RitFit has opened its first physical showroom in Chino Hills, California, marking a move toward experiential retail. Known for its online success and popular home gym product lines, RitFit now offers customers the chance to try products in person, receive expert advice, and access exclusive offers. “We’re not just selling equipment – we’re empowering individuals and families to make fitness a part of their everyday lives,” said showroom manager Tom Zhang. The company plans to host events and connect with local fitness influencers to build community engagement and drive in-store sales.

8. Luke Carlson Named Board Chair as HFA Enters New Term

The Health & Fitness Association (HFA) has started its 2025–2026 board term with newly elected officers and a new chairman, Luke Carlson, CEO of Discover Strength. Other appointments include Al Noshirvani as vice chair, Ahmar Azam as finance chair, and Jeff Sanders as secretary. Carlson expressed his commitment to inclusivity and collaboration across the global fitness community. HFA continues to play a critical advocacy role, recently pushing for the PHIT Act to allow fitness-related expenses to be covered by health savings accounts. Although the bill was dropped from the final tax package, HFA vows to continue lobbying for its inclusion in future legislation.