This Week in Fitness delivers the top fitness business headlines in under 5 minutes. Hosted by Krissy Vann, this weekly industry briefing keeps executives, operators, and decision-makers up to speed on the trends shaping the fitness and wellness sector.

McKinsey Report – A major shift is underway. The top 5 U.S. gym operators now hold over 40% of memberships, up from 25% five years ago. McKinsey outlines three strategic imperatives as consolidation and consumer demand reshape the industry.

VAURA Pilates Expands to California – Backed by FIT House of Brands, VAURA brings its immersive reformer Pilates concept to the U.S. market, adding franchise opportunities in California with Austin to follow in 2025.

Humana’s Pickleball Strategy – The new Invite campaign uses the fastest-growing sport in America to engage the 50-plus demographic through national media buys, grassroots activations, and community court development.

David Beckham Launches BEEUP – The functional snack line powered by honey is now on shelves at Target. Positioned for active kids and families, BEEUP reflects the growing overlap between lifestyle branding and clean-label nutrition.

Peloton Leadership Restructuring – Megan Imbres joins as CMO and Francis Shanahan steps into the new CTO role, reinforcing Peloton’s focus on brand, personalization, and AI-driven innovation.

GymNation Earns Brand Recognition – Named to Fast Company’s 2025 Brands That Matter list, GymNation stands out for its purpose-led approach to accessibility and regional growth across the Middle East.

Stay fit, stay informed, and keep your fitness business in shape.