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Trive Capital Invests in JF Fitness of North America: A Leading Crunch Fitness Franchisee

JF Fitness
Trive Capital Invests in JF Fitness of North America, a Leading Crunch Fitness Franchisee

Trive Capital (“Trive”), a Dallas-based private equity firm, and 808 Capital Partners (“808”), invests in JF Fitness of North America. It partners with 808 Capital Partners, based in Maui, Hawaii, for this investment. JF Fitness is a prominent Crunch Fitness franchisee. The partnership targets Southeastern US expansion and enhanced growth strategy.

About JF Fitness

JF Fitness of North America, headquartered in Richmond, Virginia, was founded in 2014 by John Freeland. The company operates 16 gyms across Virginia, Maryland, and the Carolinas. With the new investment from Trive Capital and 808 Capital Partners, JF Fitness has acquired Team Roldan, another Crunch Fitness franchisee. Team Roldan operates 8 gyms in Alabama, Georgia, and South Carolina. This acquisition makes JF Fitness one of the five largest Crunch Fitness franchisees, with a total of 24 gym locations.

The Vision for Growth

John Freeland, the CEO of JF Fitness, expressed his excitement about the partnership with Trive and 808. He emphasized that the teams share a common vision for the long-term success of the company. This vision includes executing a well-defined growth strategy, investing in key leaders and employees, and delivering a top-notch experience for gym members. Freeland believes that this partnership will help JF Fitness achieve its goals and expand its presence in the Southeastern U.S.

Support from Trive Capital

Jared Reyes, Managing Director at Trive Capital, also shared his enthusiasm for the partnership. He praised John Freeland for his dedication to investing in people, processes, and capabilities, which have contributed to the successful launch of new gyms. Reyes is confident that Trive Capital’s support will help JF Fitness build on its impressive track record and expand its club footprint in attractive Southeastern U.S. markets.

Crunch Fitness: A Growing Brand

Crunch Fitness is a rapidly growing gym chain with 2.5 million members worldwide. It is known for offering a comprehensive gym experience, including high-quality cardio, strength training, and weightlifting equipment. Crunch Fitness also provides a variety of group fitness classes, high-intensity interval training, indoor cycling, and yoga classes. Members can enjoy additional amenities such as personal training, fitness assessments, Relax & Recover® services, and childcare.

The HVLP Segment

The High-Value/Low-Price (HVLP) segment of the fitness industry, in which Crunch Fitness operates, has shown consistent long-term growth. This segment offers high-quality fitness experiences at affordable prices, making it an attractive investment opportunity. Shravan Thadani, Partner at Trive Capital, highlighted the compelling nature of the HVLP segment and expressed excitement about supporting JF Fitness as a leading operator within the fast-growing Crunch system.

Crunch Fitness’s Support

Chequan Lewis, President of Crunch Fitness, welcomed the investment from Trive and 808 Capital Partners. He believes that this support will drive further rapid growth and expansion for Crunch Fitness. The investment will help JF Fitness continue to open new gyms and make select acquisitions, further solidifying its position as a leading Crunch Fitness franchisee.

Legal and Financial Advisors

The investment and acquisition process involved several legal and financial advisors. King & Spalding LLP served as legal counsel to Trive Capital, while Roth Jackson Gibbons Condlin PLC provided legal counsel to JF Fitness. MOK Advisors acted as the financial advisor to Team Roldan.

About Trive Capital

Trive Capital is a private equity firm based in Dallas, Texas, with over $7 billion in regulatory assets under management. The firm focuses on investing in middle-market companies with the potential for significant growth through operational improvements. Trive Capital’s team consists of seasoned investment professionals who have been involved in over 100 middle-market transactions, representing more than $6 billion in revenue across various industry sectors.

About 808 Capital Partners

808 Capital Partners, based in Maui, Hawaii, is an independent sponsor led by Eric Epstein, a private equity and credit veteran. The firm focuses on consumer-focused sectors, including health, wellness, and fitness; multi-unit franchises; youth sports; and enthusiast consumer brands. 808 Capital Partners aims to support companies in these sectors through strategic investments and partnerships.

The investment by Trive Capital and 808 Capital Partners in JF Fitness of North America marks a significant milestone in the growth of the Crunch Fitness franchise. With a shared vision for success and a commitment to delivering a market-leading experience for gym members, JF Fitness is poised for continued expansion in the Southeastern United States. This partnership highlights the potential for growth in the HVLP segment of the fitness industry and underscores the importance of strategic investments in driving long-term success.

SOURCE Trive Capital

Unjury Protein Launches Protect & Restore Advanced Protein+

Unjury® Protein
Unjury Protect & Restore Advanced Protein+ – the first clinically supported medical food and co-therapy for GLP-1 RA anti-obesity medications (AOMs)

What is Unjury Protein?

Unjury Protein, a well-known name in medical-quality protein products, has recently introduced a new product called Protect & Restore Advanced Protein+. This innovative product is the first clinically supported medical food and co-therapy designed to work alongside GLP-1 RA anti-obesity medications (AOMs). The goal is to minimize the side effects that many people experience when using these medications.

Unjury® Protein Launches Protect & Restore Advanced Protein+

The Need for Protect & Restore Advanced Protein+

GLP-1 RA AOMs are medications that help people lose weight significantly. However, up to 40% of people who use these drugs report side effects. These side effects can include the loss of lean muscle, nutrient deficiencies, digestive discomfort, metabolic dysfunction, and nausea. Given that an estimated one in eight American adults have taken a GLP-1 drug, the need for a solution to these side effects is clear.

Clinical Support and Research

The first two abstracts supporting the clinical benefits of Protect & Restore Advanced Protein+ were presented at the American Society of Metabolic and Bariatric Surgery (ASMBS) Annual Meeting in San Diego. John P. Troup, Ph.D., Chief Science Officer at Unjury and Blueroot Health, stated that early clinical research is very encouraging. Larger clinical trials are currently in progress to further validate these findings.

Key Benefits of Protect & Restore Advanced Protein+

Protect & Restore Advanced Protein+ is designed to address four key nutrient-based issues:

  1. Promotes Muscle Mass and Strength: The unique whey protein blend with leucine and branched-chain amino acids is up to five times more effective at building muscle than whey protein alone. This can help minimize muscle loss during treatment.
  2. Replenishes Key Nutrients: The product delivers 17 essential vitamins and minerals to support daily nutrient requirements and ensure optimal nutrition.
  3. Promotes Healthy Digestive Function: Soluble and insoluble fibers in the product support stomach motility and minimize digestive discomfort, such as bloating and constipation.
  4. Reduces Nausea: Plant phytonutrients in the product can ease nausea, a common side effect reported with GLP-1 RA treatment.

Product Profile and Availability

Protect & Restore Advanced Protein+ offers a clean product profile. It is formulated without artificial flavors, sweeteners, or dyes, making it suitable for a wide range of patients. The product is available in two flavors: Tropical Twist and Chocolate Mocha. It comes in a 15-serving tub, priced at $59.95.

Commitment to Innovation and Patient Wellness

Jane Pemberton, CEO and President of Blueroot Health, emphasized the company’s commitment to driving product innovation that significantly enhances patient wellness. Unjury’s latest advancement provides healthcare practitioners with a crucial tool to improve patients’ quality of life.

About Unjury Medical Quality Protein

Unjury® is a leading provider of high-quality protein products recommended at America’s top-rated hospitals. Founded by a dietitian, Unjury is dedicated to supporting health and wellness at every stage. The company offers trusted, effective, and great-tasting proteins, meal replacements, and medical foods developed with the highest quality ingredients. These products have been recommended by healthcare providers for more than 15 years. Unjury is part of the Blueroot Health Family of Brands.

About Blueroot Health™

Blueroot Health is a consumer health company that grows a diverse portfolio of brands aimed at fueling lasting happiness and health for people and the planet. The company’s industry-leading brands include Vital Nutrients®, Fairhaven Health®, Hyperbiotics®, Bariatric Fusion®, and Unjury®. These brands offer a suite of clean, innovative, and clinically relevant nutritional supplements that work. The portfolio includes specialized solutions for women’s health, metabolic and bariatric health, and precision probiotics. Blueroot Health is committed to making a lasting, positive impact on the communities it serves, without leaving a negative footprint on the planet.For more information, visit unjury.com and blueroothealth.co.

Unjury® Protein’s new Protect & Restore Advanced Protein+ is a groundbreaking product designed to support the millions of patients using GLP-1 RA medications for weight management. With its unique blend of nutrients and clinically supported benefits, it aims to minimize the side effects often experienced with these medications. This product represents a significant advancement in the field of medical-quality protein and patient wellness.

The MET-Flex Revolution: John Cena and MET-Rx Unleash a Groundbreaking TikTok Filter

John Cena and Met-Rx
John Cena and MET-Rx debut the "MET-Rx" flex filter on TikTok, promoting the brand's high protein Big 100 Bars.

MET-Rx, a pioneering sports nutrition brand, boldly blends fitness, tech, and pop culture. It partners with iconic John Cena to launch a game-changing TikTok filter, dubbed “MET-Rx Flex.” This innovative creation redefines how we celebrate achievements and flex muscles, literally and figuratively.

The Flex Filter: A Supersized Celebration

At the heart of this collaboration lies the MET-Rx Flex filter, a first-of-its-kind offering on TikTok. Inspired by John Cena’s legendary physique and the classic “flexed bicep” emoji, this filter takes the concept of flexing to a whole new level. Imagine a supersized, hyper-realistic version of the iconic emoji, brought to life with stunning detail and animation. The filter’s debut is accompanied by a series of videos featuring Cena himself, challenging fans to showcase their biggest flexes using this innovative tool. From amped-up bicep curls to power poses that exude confidence, the possibilities are endless. John Cena, a longtime MET-Rx consumer and fitness enthusiast, will personally select and respond to some of the most impressive fan flexes, adding an extra layer of excitement to the campaign.

John Cena for Met-Rx campaign website

Evolving the Flex: A Nod to the Past, a Leap into the Future

As Cena eloquently stated, “While people keep accomplishing amazing things – the tired old flex emoji hasn’t evolved a pixel since 2010. The world has earned a new way to flex, and we’re giving it to them with a super-charged MET-Rx Flex filter on TikTok.” This sentiment perfectly encapsulates the spirit behind the MET-Rx Flex campaign – a celebration of progress, achievement, and the relentless pursuit of greatness.

The filter’s release is part of Cena’s recently announced partnership with MET-Rx, a collaboration that promises to be as entertaining as it is inspiring. Featuring a campy, 90s-inspired social-led campaign, the duo aims to humorously celebrate life’s biggest wins while promoting a supportive and inspirational message.

The Big 100 Bar: Fueling the Flex

At the center of this high-protein, fitness-forward movement is MET-Rx’s bestselling Big 100 Bars. These nutrient-dense bars have long been a staple for athletes and fitness enthusiasts, providing a convenient and delicious source of protein to support their training and recovery.By integrating the Big 100 Bars into the MET-Rx Flex campaign, the brand is reinforcing its commitment to fueling the achievements of its consumers. Whether you’re a professional athlete, a weekend warrior, or simply someone striving to live a healthier lifestyle, the Big 100 Bar is there to provide the nourishment you need to keep pushing forward.

A Celebration of Accomplishments, Big and Small

One of the most compelling aspects of the MET-Rx Flex campaign is its inclusive nature. Cena’s call to action extends beyond the realm of physical fitness, inviting people from all walks of life to share their greatest accomplishments, no matter how big or small.

From acing a tough exam to landing a dream job, from overcoming personal challenges to achieving long-held goals, the MET-Rx Flex filter provides a platform for everyone to showcase their triumphs. This inclusive approach resonates with MET-Rx’s core values, which have always been centered around supporting and empowering individuals on their journeys toward self-improvement and personal growth.

A Lasting Impact: Redefining the Flex

As the MET-Rx Flex filter becomes available to TikTok users throughout the summer, its impact is poised to extend far beyond the realm of social media. By redefining what it means to flex and celebrate achievements, this campaign has the potential to inspire a cultural shift, encouraging people to embrace their successes with confidence and pride.

As the MET-Rx Flex campaign continues, one thing is certain: the world of fitness and personal achievement will never be the same. With John Cena leading the charge and MET-Rx’s unwavering support, the flex has been redefined, and the possibilities for celebration are limitless. 

About 1440 Foods
1440 Foods is a sports and active nutrition company on a mission to energize people to unleash their potential with a focused portfolio of accessible, great-tasting health and wellness brands: Pure Protein® nutrition bars; Body Fortress® high efficacy protein powders; and MET-Rx® high-performance meal replacements. 1440 Foods brands can be purchased online at Amazon, or at a wide range of grocery, pharmacy, and convenience store chains nationwide such as Wal-Mart, Target, Kroger, Meijer, Walgreens, CVS, and convenience store chains. To learn more about 1440 Foods, visit www.1440Foods.com.

SOURCE 1440 Foods

NBPure Launches Triple Purity Tested, 100% Clean Line of Performance Supplements for Fitness Enthusiasts

NBPure's new clean Performance Line features seven American-made products, all of which contain the most advanced premium ingredients without any artificial fillers, flavors, colors, sweeteners, dyes, or ingredients. Included in the line: Performance Protein+, Performance Hydration+, Performance Pump Juice+, Performance Meta Burn+, Performance Leucine+, Performance Glutamine+, and Performance Creatine+. All products undergo the strictest purity testing, in keeping with all NBPure products.

The demand for clean, natural, and effective supplements has never been higher. Recognizing this need, NBPure, a renowned natural wellness supplement company based in Phoenix, has recently launched a groundbreaking line of performance supplements designed to cater to fitness enthusiasts. This new line, which is triple purity tested and 100% clean, promises to maximize performance, speed recovery, and boost results for both men and women.

NBPure Natural Organic Vegan Supplements Vitamins

A Commitment to Clean and Natural Products

NBPure has always been committed to providing clean, natural, and pure products. Founded over 25 years ago by Danna Pratte, the company has built a reputation for its dedication to quality and purity. The launch of the new Performance line is a testament to this commitment. Each product in the line is free from artificial ingredients, flavors, sweeteners, and fillers, ensuring that consumers get only the best and most natural ingredients.”We’re thrilled to be able to bring our commitment to clean, natural, and pure products to the performance category,” says Danna Pratte, Founder and CEO of NBPure. “These products contain the most advanced premium ingredients and formulations. Each of the products is carefully formulated to maximize performance, speed recovery, and boost results.”

full line up
NBPure’s new clean Performance Line features seven American-made products, all of which contain the most advanced premium ingredients without any artificial fillers, flavors, colors, sweeteners, dyes, or ingredients. Included in the line: Performance Protein+, Performance Hydration+, Performance Pump Juice+, Performance Meta Burn+, Performance Leucine+, Performance Glutamine+, and Performance Creatine+. All products undergo the strictest purity testing, in keeping with all NBPure products.

The Performance Line: Products and Benefits

The new Performance line includes a range of products designed to meet the diverse needs of fitness enthusiasts. Here’s a closer look at each product and its benefits:

Performance Protein+

Performance Protein+ is a 5-in-1 complete protein blend that provides 23 grams of protein per scoop. This product is unique in that it contains zero sugar and a combination of ultra-filtered whey and milk protein isolate. Additionally, it includes Microlactin®, which supports healthier joints. This blend is designed to help build and repair muscle, making it an essential supplement for anyone looking to enhance their fitness routine.

Performance Leucine+

Formulated with PepForm® Leucine Peptides, Performance Leucine+ is designed to support muscle growth, increase performance, aid recovery, and promote lean muscle mass. Leucine is a critical amino acid that plays a key role in muscle protein synthesis, making this supplement particularly beneficial for those looking to build and maintain muscle.

Performance Glutamine+

Performance Glutamine+ is formulated with Pepform® Glutamine Peptides, which help enhance muscle size and hydration. This supplement also offers digestive and immune support, making it a well-rounded addition to any fitness regimen. Glutamine is known for its ability to aid in muscle recovery, making it an essential supplement for those who engage in intense physical activity.

Performance Creatine+

Performance Creatine+ features micronized creatine monohydrate, which helps enhance muscle size, improve strength, aid recovery, and increase performance. Creatine is one of the most well-researched supplements in the fitness industry and is known for its ability to improve high-intensity exercise performance.

The Science Behind the Supplements

NBPure’s Performance line is backed by science and formulated with advanced premium ingredients. Each product undergoes rigorous testing to ensure purity and effectiveness. The use of patented ingredients like PepForm® Leucine Peptides and Pepform® Glutamine Peptides highlights the company’s commitment to providing high-quality supplements that deliver real results.For instance, PepForm® Leucine Peptides are designed to enhance the bioavailability of leucine, ensuring that the body can effectively utilize this important amino acid. Similarly, Pepform® Glutamine Peptides are formulated to improve the stability and absorption of glutamine, providing enhanced benefits for muscle recovery and hydration.

Availability and Pricing

The NBPure Performance products are available for purchase on the company’s website, nbpure.com, as well as on Amazon, iHerb, and through independent retailers nationwide. Here’s a breakdown of the pricing for each product:

  • Performance Protein+: Price not specified in the source.
  • Performance Leucine+: $59.99 for 40 servings
  • Performance Glutamine+: $59.99 for 40 servings
  • Performance Creatine+: $34.99 for 60 servings
100% Clean Performance Supplements Launched by Wellness Supplement Leader NBPure NBPure’s new Performance Line formulates science-backed premium ingredients, proven plant-based raw materials, and tried-and-tested gut-health ingredients. Each product also goes through a triple purity check process to ensure that they’re 100% clean and pure. They enhance performance; muscle growth, strength, and recovery; offer sustained hydration; boost healthy metabolism; and increase focus, mood & energy.

About NBPure

NBPure stands for Natural.Better.Pure. The company was founded over 25 years ago by Danna Pratte with the launch of MagO7, a leading gut cleanse product. Based in Phoenix, Arizona, NBPure prides itself on its commitment to clean, natural, and pure products. Over the years, the company has expanded its product line to include a wide range of supplements designed to support overall health and wellness.

The launch of NBPure’s new Performance line marks a significant milestone in the company’s journey. By offering a range of clean, natural, and effective supplements, NBPure is helping fitness enthusiasts achieve their goals in a healthy and sustainable way. Whether you’re looking to build muscle, improve performance, or speed up recovery, the Performance line has something to offer.For more information about NBPure and its new Performance line, visit nbpure.com or contact the company at [email protected]. This blog post provides a comprehensive overview of NBPure’s new Performance line, highlighting the company’s commitment to clean and natural products, the benefits of each supplement, and the science behind the formulations. By focusing on the key features and benefits, this post aims to inform and engage fitness enthusiasts who are looking for high-quality supplements to support their fitness journey.

About NBPure – NBPure stands for Natural.Better.Pure. It was founded 25+ years ago by founder/CEO Danna Pratte with the launch of MagO7, a leading gut cleanse. Based in Phoenix, Arizona, NBPure prides itself on clean, natural, purity tested products that are free from any artificial ingredients. All NBPure products are made in America. Visit https://nbpure.com for more information. 


From Our Dads to Yours: Life Time Trainers Share Father’s Day Health Tips

Life Time trainers
Clockwise from the top: David Freeman, Cliff Edberg and Bob Holper.

Life Time, a leading health and wellness company, is celebrating this special occasion by sharing valuable insights from three of their top personal trainers. These trainers, who are also dedicated fathers, offer practical tips to help dads lead healthier and more impactful lives. From mental health to setting routines and healthy eating, these tips are designed to inspire positive change.

Consistency Trumps Perfection with Workouts

Cliff Edberg, Senior Director of MIORA Performance + Longevity at Life Time, emphasizes the importance of consistency over perfection when it comes to workouts. As a father of two young children, ages 3 ½ and 12 weeks, Edberg understands the challenges of balancing fitness with parenting. He advises dads to be flexible with their expectations and to adapt their workouts to fit their busy schedules.”Life changes with each stage of your children’s life, and you need to be nimble with your expectations,” Edberg says. “Workouts might get shortened or missed, and that doesn’t mean you fall off or throw your hands up. It means doing your best each day to adapt and do the best you can for yourself and for your family.”Edberg’s approach is to focus on being consistent with his workouts rather than striving for perfection. This mindset helps him stay committed to his fitness goals while also being present for his family.

Remember to Ask for Help When You Need It

David Freeman, Senior Director of Alpha at Life Time, highlights the importance of mental health and the power of vulnerability. As a busy father of two children, ages 10 and 8, Freeman knows the pressures that come with balancing work, family, and personal well-being. He encourages dads to give themselves grace and to ask for help when needed.”Giving yourself grace and asking for help truly unlocks your true superpower, which is being vulnerable,” Freeman says. “You cannot be optimal in what you are doing daily as a man if you are spread thin.”Freeman prioritizes exercising 4-5 days a week and carves out time each day for spiritual connection to stay centered and mentally equipped. His biggest advice for men is a reminder that it’s okay to ask for help and prioritize mental health. By doing so, dads can better manage their responsibilities and maintain their well-being.

Move Every Day and Set a Positive Example for Your Kids

Bob Holper, a Dynamic Personal Trainer at Life Time, underscores the importance of daily movement and setting a positive example for children. With nearly 30 years of experience as a trainer and as a father of three adult children, ages 29, 27, and 24, Holper believes that kids learn more from their parents’ actions than their words.”Kids learn more from what they see from their parents, compared to being told what to do,” Holper says. “As a parent, I feel you can always have a balance in keeping your own health as a priority and still being a good parent spending quality time with your kids.”Holper advises dads to find time for themselves each day to get some movement in. While strength training should be a priority, even simple activities like taking a walk can make a significant difference. He also emphasizes the importance of eating clean, natural foods. By setting a good, healthy example, dads can instill lifelong healthy habits in their children.

Life Time’s Commitment to Health and Wellness

Life Time is dedicated to supporting individuals on their fitness journeys, whether they prefer working out in one of their 170+ athletic country clubs or through their digital membership, which is now complimentary for anyone to download. The company’s mission is to empower people to live healthy, happy lives through a range of programs and information available via the Life Time Digital app.In addition to offering fitness programs, Life Time also provides a variety of healthy gifts for dads year-round through their LT Shop website. Their Father’s Day Gift Guide features a selection of items designed to support a healthy lifestyle.

About Life Time

Life Time (NYSE: LTH) is a health and wellness pioneer with a portfolio of more than 170 athletic country clubs across the United States and Canada. The company delivers a range of healthy way of life programs and information through its complimentary Life Time Digital app. Life Time’s communities and ecosystem serve people from 90 days to 90+ years old and are supported by a team of more than 39,000 dedicated professionals. In addition to delivering top-notch programs and experiences through its clubs, Life Time owns and produces nearly 30 of the most iconic athletic events in the country.

On Father’s Day, it’s an excellent opportunity for dads to reflect on their health and wellness. The tips shared by Life Time’s personal trainers—Cliff Edberg, David Freeman, and Bob Holper—offer valuable insights into maintaining physical and mental well-being while balancing the demands of fatherhood. By prioritizing consistency, asking for help, and setting a positive example, dads can lead healthier, more impactful lives and inspire their children to do the same.


The Vitamin Shoppe Unveils Top Five Health and Wellness Trends for 2024

Vitamin Shoppe
The Vitamin Shoppe offers the largest selection of vitamins, supplements, and sports nutrition products of any retailer in America.

The Vitamin Shoppe, a leading omni-channel specialty retailer of nutritional products, has released its highly anticipated Health & Wellness Trend Report for 2024. This annual study, leverages proprietary sales data and insights from a comprehensive consumer survey, sheds light on the latest trends, products, and shopping behaviors shaping the nutritional supplements market. Here, we delve into the top five health and wellness trends identified in the report, offering a glimpse into the future of wellness.

1. Nutritional Support for GLP-1 Users

The first trend highlighted in the report is the growing importance of nutritional support for users of GLP-1 medications, such as semaglutide and tirzepatide, commonly known by their brand names Ozempic® and Mounjaro®. These weight-loss drugs have gained significant popularity, leading to a surge in demand for supplements that support proper nutrition. The Vitamin Shoppe has observed a notable increase in sales of protein supplements, multivitamins, fiber, and probiotics, which are essential for patients on these medications.

For instance, ready-to-drink protein beverages saw a 10% increase in sales in 2023 compared to the previous year, while meal replacement products tailored to weight management experienced a 13% rise in the first four months of 2024. Industry-wide, protein supplements and meal replacements grew by 15% for the 52 weeks ending November 5, according to SPINS data. This trend underscores the critical role of nutritional supplements in supporting the health and well-being of individuals using GLP-1 medications.

2. Quest for Longevity

The quest for longevity, encompassing both lifespan and healthspan, is another significant trend driving the wellness industry. Advances in research, technologies, and tools are fueling a heightened focus on nutritional health and supplements aimed at promoting longer, more active lives. The Vitamin Shoppe has responded to this trend by installing longevity-centric product displays in all its stores, spotlighting key areas of healthy aging needs, including cognitive health, cellular health, and mobility support formulas.

Cognitive support products have emerged as the biggest sales driver by volume in the new Longevity merchandise set, while cellular health support saw the most substantial sales gains in 2023, with a remarkable 45% increase from the previous year. This trend reflects a growing consumer interest in products that support healthy aging and enhance overall well-being.

3. Gut Health Gets Fashionable

Gut health has become a fashionable topic in the wellness world, thanks in part to the viral #GutTok content on social media platforms. This trend has brought subjects like bloating, IBS, and bathroom habits into the public eye, raising awareness about the microbiome and the benefits of supplements such as probiotics, prebiotics, psyllium husk, and digestive enzymes.

At The Vitamin Shoppe, the ProBioCare® range of probiotics and digestive health products experienced a 24% increase in sales in 2023, with an additional 44% jump in the first quarter of 2024. According to SPINS, overall sales of digestive health and enzyme products grew by 9% for the 52 weeks ending November 5. This trend highlights the growing consumer interest in gut health and the increasing popularity of supplements that support digestive well-being.

4. Women’s Health for Ages 40+

Women’s health, particularly for those aged 40 and above, is another key trend identified in the report. The Vitamin Shoppe has introduced three new brands—Health & Her, Wile, and Solaray her life STAGES—and over 40 new products to its dedicated Women’s Health product displays. This expansion addresses the unique needs of women as they navigate milestones such as perimenopause, menopause, and post-menopause, focusing on areas like hormonal health, emotional health, and sexual health.

According to SPINS analysis, women are increasingly seeking out case-specific supplements for these need states. For example, sales of PMS formulas increased by 12% for the 52 weeks ending October 8. This trend underscores the growing demand for targeted supplements that cater to the specific health needs of women in this age group.

5. Functional Beverages

Functional beverages, which offer more than just hydration, are gaining popularity among consumers. These beverages are formulated with a range of vitamins, adaptogens, nootropics, and botanicals to enhance wellness goals. The functional beverage category has seen significant growth across various channels, with ready-to-drink functional beverages growing by 20% in the natural channel for the 52 weeks ending November 5, and by 5% in the larger multi-outlet and convenience channels, according to SPINS.In response to this trend, The Vitamin Shoppe has introduced an endcap display in 500 stores dedicated to functional beverages, featuring brands such as Kin Euphorics, De Soi, Hiyo, and Parch. This trend reflects the increasing consumer desire for beverages that provide additional health benefits beyond basic hydration.

Insights from The Vitamin Shoppe Consumer Survey

The Vitamin Shoppe’s Health & Wellness Trend Report 2024 also includes insights from an exclusive consumer survey conducted by Talker Research, which surveyed 2,000 Americans. The survey revealed that 55% of respondents reported their lifestyles being “much more” or “somewhat more” healthy since the pandemic officially ended in May 2023. Only 10% said their lifestyles were less healthy, while 35% reported no change.Interestingly, while weight control remains a hot topic, more Americans are focused on wellness priorities such as mental and emotional health (35%) and sleep and rest (33%) than on weight control (25%). This indicates that wellness goals are diverse and vary across different segments of the U.S. population.

The Vitamin Shoppe’s Health & Wellness Trend Report 2024 provides valuable insights into the evolving landscape of the nutritional supplements market. From the growing importance of nutritional support for GLP-1 users to the quest for longevity, the rise of gut health awareness, the focus on women’s health for ages 40+, and the increasing popularity of functional beverages, these trends highlight the dynamic nature of the wellness industry.

As Lee Wright, CEO of The Vitamin Shoppe, aptly stated, “It’s a time of meaningful evolution in our industry, with innovations such as GLP-1 medications driving increased attention on the importance of healthy nutrition while social media continues to create surges of interest in a wide range of health and wellness supplements and products.”For more data, insights, and analysis from the Health & Wellness Trend Report 2024, visit The Vitamin Shoppe Press Room. The Vitamin Shoppe remains committed to providing customers with trusted products, guidance, and services to support their journeys of lifelong wellness.

Top Fitness Trends to Watch in 2024

Top fitness trends
Photo by Boxed Water Is Better on Unsplash

As we move further into 2024, the fitness industry continues to evolve, driven by technological advancements, changing consumer behaviors, and a growing emphasis on holistic health. This year, several key trends are shaping the way we approach fitness and wellness. From wearable technology to community-based fitness, let’s explore the top fitness trends that are set to dominate 2024.

1. Fitness Wearables

Fitness wearables have taken the top spot as the most significant trend in 2024. These devices, which include fitness trackers and smartwatches, are designed to be worn throughout the day, monitoring various aspects of personal health and fitness. According to the American College of Sports Medicine (ACSM), the fitness tracker market is expected to reach $114.36 billion by 2028, highlighting the growing importance of these devices in our daily lives.

Wearables offer the opportunity to achieve fitness goals in a controlled manner and make a healthy lifestyle permanently transparent. They provide real-time data on physical activity, heart rate, sleep patterns, and more, allowing users to make informed decisions about their health. With advancements in technology, these devices are becoming more accurate and user-friendly, making them an essential tool for anyone looking to improve their fitness.

2. Health Promotion in the Workplace

Health promotion in the workplace is another significant trend for 2024. As more companies recognize the importance of employee well-being, workplace wellness programs are becoming increasingly popular. These programs aim to promote health and well-being among employees, leading to increased productivity, reduced absenteeism, and improved overall health.

Workplace wellness programs can include a variety of initiatives, such as fitness challenges, mental health support, healthy eating programs, and ergonomic assessments. By investing in the health of their employees, companies can create a more positive and productive work environment.

3. Online Workouts and Hybrid Memberships

The rise of online workouts and hybrid memberships is a trend that has been accelerated by the COVID-19 pandemic. With many people unable to access gyms during lockdowns, the demand for online fitness classes and home workout solutions skyrocketed. This trend has continued into 2024, with many gyms and fitness studios offering hybrid memberships that combine in-person and online classes.

Online fitness training allows individuals to work out from the comfort of their own homes, providing flexibility and convenience. Hybrid memberships offer the best of both worlds, allowing members to attend in-person classes when they can and participate in online workouts when they prefer. This trend is expected to continue growing as more people seek flexible fitness solutions.

4. Community-Based Fitness

Community-based fitness is gaining traction as people seek social connections and support in their fitness journeys. Being part of a fitness community can provide motivation, accountability, and a sense of belonging. Group fitness classes, running clubs, and community fitness events are all examples of how people are coming together to stay active.

Chrissie Wellington, parkrun’s UK Head of Health and Wellbeing, emphasizes the importance of social connections in fitness. “We need places where we can connect with others in a meaningful way,” she says. Shani Yeend, founder of Fitbirds Fitness, a community-based fitness group for women in London, agrees, noting that the bonds created within a fitness community are special and motivating.

5. Strength Training

Strength training continues to be a popular trend in 2024, with more people recognizing its benefits for overall health and fitness. Strength training helps build muscle, improve bone density, and boost metabolism. It can also enhance athletic performance and reduce the risk of injury.

Many fitness enthusiasts are incorporating strength training into their routines, whether through traditional weightlifting, bodyweight exercises, or resistance band workouts. Gyms and fitness studios are also offering a variety of strength training classes to cater to different fitness levels and preferences.

6. Mental Health and Wellness

The focus on mental health and wellness is becoming increasingly important in the fitness industry. As people become more aware of the connection between physical and mental health, there is a growing demand for fitness programs that address both aspects. Mindfulness practices, meditation, and stress management techniques are being integrated into fitness routines to promote overall well-being.

Fitness professionals are also emphasizing the importance of self-care and mental health support. By incorporating mental health practices into fitness programs, individuals can achieve a more balanced and holistic approach to their health.

7. Functional Fitness

Functional fitness is a trend that focuses on exercises that mimic everyday movements and activities. The goal is to improve overall strength, balance, and flexibility, making it easier to perform daily tasks. Functional fitness exercises often involve multiple muscle groups and can include activities such as squats, lunges, and kettlebell swings[3].

This trend is particularly popular among older adults and those looking to improve their overall quality of life. By focusing on functional movements, individuals can enhance their physical capabilities and reduce the risk of injury.

8. Personalized Fitness Programs

Personalized fitness programs are becoming more accessible thanks to advancements in technology. Fitness apps and online platforms can now create customized workout plans based on an individual’s goals, fitness level, and preferences. These programs can be adjusted in real-time based on progress and feedback, providing a tailored fitness experience.

Personalized fitness programs offer a more effective and efficient way to achieve fitness goals. By catering to individual needs, these programs can help users stay motivated and committed to their fitness journey.

9. Recovery and Regeneration

Recovery and regeneration are essential components of any fitness routine, and this trend is gaining more attention in 2024. As people push their bodies to new limits, the need for proper recovery becomes increasingly important. Techniques such as foam rolling, stretching, massage, and cryotherapy are being used to aid recovery and prevent injury.

Fitness professionals are also emphasizing the importance of rest and recovery days. By allowing the body to recover, individuals can improve their performance and reduce the risk of overtraining.

10. Sustainable Fitness

Sustainability is a growing concern in all aspects of life, including fitness. Sustainable fitness practices focus on reducing the environmental impact of fitness activities and promoting eco-friendly choices. This can include using sustainable materials for fitness equipment, reducing waste, and supporting environmentally conscious fitness brands.

Gyms and fitness studios are also adopting sustainable practices, such as using energy-efficient equipment and reducing water usage. By making eco-friendly choices, the fitness industry can contribute to a healthier planet.


The fitness industry in 2024 is characterized by a blend of technology, community, and holistic health. From wearable technology to community-based fitness, these trends reflect the evolving needs and preferences of fitness enthusiasts. By staying informed about these trends, fitness professionals and enthusiasts can make the most of their fitness journey and achieve their health and wellness goals.

As we continue to navigate the ever-changing landscape of fitness, it’s clear that the industry will keep evolving to meet the demands of a health-conscious society. Whether you’re a fitness professional or someone looking to improve your health, these trends offer valuable insights into the future of fitness.

Unlocking the Power of AI-Based Fitness Analytics: Optimizing Training Programs for Enhanced Performance

AI-Based Fitness Analytics

AI-based Fitness Analytics has revolutionized exercise and training. It uses advanced algorithms and machine learning to improve workouts. This technology tracks intensity, recovery, and performance. It helps adjust training for better results. In this blog, we’ll discuss AI’s benefits and its impact on fitness.

Workout Intensity Analysis

One of the primary benefits of AI-based fitness analytics is the ability to accurately assess workout intensity. Traditional methods of tracking intensity, such as heart rate monitoring or perceived exertion, can be subjective and prone to error. AI-powered platforms, on the other hand, can analyze a wide range of data points, including:

  1. Accelerometer data: AI algorithms can analyze the acceleration and deceleration patterns of an individual’s movements to determine the intensity of their workout.
  2. GPS tracking: GPS data can be used to track the distance, speed, and pace of an individual’s workout, providing a more comprehensive picture of their intensity.
  3. Electromyography (EMG): AI-powered platforms can analyze EMG signals to assess muscle activity and determine the intensity of an individual’s workout.

By analyzing these data points, AI-based fitness analytics platforms can provide a more accurate assessment of workout intensity, enabling individuals to adjust their training programs accordingly. This can lead to improved performance, reduced risk of injury, and enhanced overall fitness.

Recovery Patterns Analysis

Recovery is a critical aspect of any training program, as it allows the body to repair and adapt to the demands of exercise. AI-based fitness analytics platforms can analyze a range of data points to identify recovery patterns, including:

  1. Heart rate variability (HRV): AI algorithms can analyze HRV data to assess an individual’s recovery status and provide personalized recommendations for improving recovery.
  2. Sleep patterns: AI-powered platforms can analyze sleep patterns to identify potential recovery bottlenecks and provide guidance on improving sleep quality.
  3. Muscle activity: AI-based fitness analytics platforms can analyze muscle activity data to identify areas of muscle imbalance and provide targeted recovery strategies.

By analyzing these data points, AI-based fitness analytics platforms can provide personalized recovery recommendations, enabling individuals to optimize their training programs and achieve better results.

Performance Metrics Analysis

AI-based fitness analytics platforms can also analyze a range of performance metrics, including:

  1. Speed and distance: AI algorithms can analyze speed and distance data to track an individual’s progress and provide personalized training recommendations.
  2. Power output: AI-powered platforms can analyze power output data to assess an individual’s strength and endurance, providing insights into areas for improvement.
  3. Muscle strength: AI-based fitness analytics platforms can analyze muscle strength data to identify areas of weakness and provide targeted training recommendations.

By analyzing these performance metrics, AI-based fitness analytics platforms can provide individuals with a comprehensive understanding of their strengths and weaknesses, enabling them to optimize their training programs and achieve better results.

Real-World Applications

The benefits of AI-based fitness analytics are not limited to individual training programs. The technology has far-reaching implications for the fitness industry as a whole, including:

  1. Personalized coaching: AI-powered platforms can provide personalized coaching and training recommendations, enabling individuals to achieve their fitness goals more effectively.
  2. Group fitness classes: AI-based fitness analytics platforms can analyze group fitness class data to identify trends and provide insights into class performance, enabling instructors to optimize their teaching methods.
  3. Fitness facility management: AI-powered platforms can analyze fitness facility data to identify trends and provide insights into facility usage, enabling managers to optimize facility operations and improve the overall fitness experience.
personal trainers with ipad


AI fitness analytics are changing fitness. They dive into workout intensity, recovery, and performance. By using advanced algorithms, they tailor advice. This can boost results, fitness, and cut injury risks. For example, in marathon training, they track heart rates, speeds, and strides. This shows areas for improvement. Meanwhile, in golf, they study swings. This leads to small changes that enhance performance. The field is growing. Future applications could include virtual coaches, personalized nutrition, and real-time feedback. The future of fitness analytics is bright.


Source 1: AI-Driven Fitness Tracking Apps for Wearable Gadgets in 2020

Source 2: AI-Based Quantification of Fitness Activities Using Smartphones


Source 3: Benefits of AI-based Recommender System in Fitness Assistance


Source 4: AI Fitness Model using Deep Learning


Source 5: How to Develop AI-based Fitness Platform Like GOQii?



AI-Driven Fitness Coaching: The Future of Virtual Training

AI-Driven Fitness Coaching

The fitness industry has witnessed a significant transformation in recent years, driven largely by the integration of Artificial Intelligence (AI) into various aspects of fitness training. AI-driven fitness coaching has emerged as a game-changer, offering personalized workout plans, real-time feedback on exercise form, and posture correction. This technology has the potential to revolutionize the way we approach fitness, making it more efficient, effective, and enjoyable.

AI-Driven Customized Workout Plans

AI-driven fitness coaching begins with the creation of customized workout plans tailored to an individual’s unique needs and goals. This involves collecting various metrics such as heart rate, sleep patterns, exercise history, and dietary preferences through wearables, smart scales, and mobile apps. AI algorithms then analyze this data using machine learning techniques to identify patterns, detect trends, and provide valuable insights into the individual’s fitness profile.These insights are used to generate personalized workout plans that cater to the individual’s goals, preferences, and limitations. AI ensures that each exercise is specifically designed to meet their unique needs, optimizing gains and reducing the risk of injuries. This precision-targeting not only enhances fitness results but also keeps the individual motivated and engaged throughout their fitness journey.

Real-Time Feedback on Exercise Form

AI-driven fitness coaching also provides real-time feedback on exercise form, ensuring that individuals perform exercises correctly and safely. This is achieved through advanced sensors and algorithms that analyze the individual’s form and technique during workouts. AI provides instant feedback, helping individuals improve their form and prevent injuries. This level of personalized guidance and support can greatly enhance the effectiveness of workouts and keep individuals motivated to reach their fitness goals.

Posture Correction

Posture correction is another critical aspect of AI-driven fitness coaching. Poor posture can lead to a range of issues, from back and neck pain to decreased athletic performance. AI-powered systems use computer vision and machine learning algorithms to analyze and improve exercise form, providing real-time feedback and corrective suggestions to the user.For instance, a system proposed in a research paper uses MediaPipe for pose estimation and machine learning for feedback. This system detects key body parts and joints to determine exercise posture and identify any deviations from proper form. Visual feedback and corrective suggestions are provided to the user to improve their exercise form.

Benefits of AI-Driven Fitness Coaching

The integration of AI into fitness training offers numerous benefits, including:

  1. Personalized Workout Plans: AI-driven fitness coaching provides customized workout plans tailored to an individual’s unique needs and goals, ensuring that every exercise is optimized for maximum effectiveness.
  2. Real-Time Feedback: AI provides instant feedback on exercise form, helping individuals improve their technique and prevent injuries.
  3. Posture Correction: AI-powered systems analyze and improve exercise form, providing real-time feedback and corrective suggestions to the user.
  4. Motivation and Engagement: AI-driven fitness coaching keeps individuals motivated and engaged throughout their fitness journey by providing a sense of empowerment and ownership over their fitness.
  5. Efficiency and Effectiveness: AI-driven fitness coaching optimizes workouts, reducing the risk of injuries and ensuring that every minute spent exercising is working towards the desired outcome.

Future of AI-Driven Fitness Coaching

The future of AI-driven fitness coaching holds great promise, with endless possibilities to enhance results and motivate individuals on their fitness journey. As technology advances, we can expect to see more sophisticated algorithms that not only personalize workout plans but also provide real-time feedback and coaching. Virtual reality and augmented reality experiences may also be incorporated, creating immersive workout environments that blend the digital and physical worlds.


AI-driven fitness coaching has the potential to revolutionize the fitness industry, offering personalized workout plans, real-time feedback on exercise form, and posture correction. By harnessing the power of AI, individuals can unlock their full potential, achieve their fitness goals, and embark on a lifelong journey of health and wellness. As technology continues to evolve, the possibilities for AI-driven fitness coaching are endless, and the future of fitness is exciting and full of potential.


 “Artificial Intelligence Drives Major Advances in Personalised Fitness with Customised Workout Plans.” Tomorrow Bio, 11 Dec. 2023, https://www.tomorrow.bio/post/artificial-intelligence-drives-major-advances-in-personalised-fitness-with-customised-workout-plans-2023-12-5635770350-ai. 

“Body Posture Detection and Motion Tracking using AI for Exercise.” Journal of Emerging Technologies and Innovative Research, vol. 10, no. 12, Dec. 2023, pp. 1-12, https://www.jetir.org/papers/JETIR2312425.pdf.

AI Tools for Fitness Professionals

AI Tools for Fitness Professionals
Photo by Ketut Subiyanto: https://www.pexels.com/photo/crop-woman-using-devices-for-pulse-controlling-4428992/

Artificial Intelligence (AI) has revolutionized the fitness industry, providing fitness professionals with powerful tools to enhance their services, streamline operations, and deliver personalized experiences to clients. Here are some examples of AI tools for fitness professionals:

1. Personalized Training Platforms

AI-powered training platforms like Fitbod and FitBudd enable fitness professionals to create customized workout plans for their clients. These platforms analyze individual goals, fitness levels, and available equipment to generate personalized routines that optimize results and keep clients engaged. The AI algorithms adapt the workouts over time, ensuring continuous progress and adaptation to the client’s needs.

2. Virtual Coaching Apps

Virtual coaching apps, such as Aaptiv and Tempo, provide fitness professionals with tools to deliver remote training sessions. These apps offer thousands of audio and video exercise routines led by certified trainers, allowing clients to work on their fitness between in-person sessions. Some virtual coaching apps, like Tempo, even integrate with smart home gyms, providing AI-guided workouts and real-time feedback on form and execution.

3. Wearable Technology

Wearable fitness trackers powered by AI analytics provide fitness professionals with real-time data on their clients’ performance during training sessions. This data can be used to assess and improve their clients’ progress, as well as to provide personalized feedback. Some wearable technologies, like smart shirts and pants, are embedded with sensors that detect body alignment and provide feedback on exercise execution.

4. Intelligent Clothing

Smart fitness clothing is another AI-powered tool that can benefit fitness professionals. These garments are embedded with technology that senses and provides feedback on the body’s response to exercise. For example, smart pants can detect alignment issues during exercises, while smart shirts can monitor running speed and other metrics.

5. AI-Powered Footwear

AI is also being used to optimize the fit and performance of athletic footwear. Companies are developing AI algorithms that analyze data from millions of workouts to create personalized shoe recommendations based on factors such as foot shape, gait, and activity type. This technology helps ensure that clients are wearing shoes that are both comfortable and functional for their fitness activities.

6. Nutrition Planning

AI can also assist fitness professionals in creating personalized nutrition plans for their clients. By analyzing factors such as age, gender, activity level, and dietary preferences, AI tools can generate customized meal plans that support the client’s fitness goals and overall health. Some AI-powered nutrition apps even provide recipe suggestions and grocery lists to make meal planning easier.

7. Marketing Automation

AI-powered marketing automation tools can help fitness professionals streamline and optimize their marketing efforts. These tools offer features such as personalized email campaigns, social media management, analytics, and lead generation. By automating repetitive tasks and providing data-driven insights, fitness professionals can focus on delivering high-quality services while still effectively reaching and engaging their target audience.

8. AI Assistants

AI assistants can help fitness professionals manage the administrative side of their business. These AI-powered tools can transcribe client notes, send text messages, make phone calls, and even help with content creation tasks such as writing blog posts or crafting social media posts. By automating these tasks, fitness professionals can free up more time to focus on training clients and growing their business.

9. Pose Estimation Technology

Human pose estimation technology uses AI to analyze a client’s posture and movement during exercises. By identifying specific points on the body, such as joints and limbs, this technology can map out the client’s skeletal system and provide insights into proper form and technique. Fitness professionals can use this information to correct any alignment issues and optimize their clients’ performance.

10. Generative AI

Generative AI is a powerful tool that can assist fitness professionals in creating a variety of content, from text to images to videos. Platforms like ChatGPT and DALL-E use generative AI to generate original content based on prompts. Fitness professionals can leverage these tools to create engaging social media posts, blog articles, and even video workouts, saving time and resources while still delivering high-quality content to their audience.

group of personal trainers with wearable tech

AI has undoubtedly transformed the fitness industry, providing fitness professionals with a wide range of tools to enhance their services, streamline operations, and deliver personalized experiences to clients. By incorporating these AI tools into their practice, fitness professionals can stay ahead of the curve, improve client outcomes, and grow their businesses in an increasingly competitive market.

However, it’s important to remember that while AI can be a powerful supplement, it should not replace the human touch and expertise that fitness professionals bring to the table. By striking a balance between AI-powered tools and their own knowledge and experience, fitness professionals can harness the power of technology to deliver exceptional results for their clients.


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