This Week In Fitness: HYROX x OTF, Peloton F1, and 24 Hour Fitness Expands Pilates

This Week In Fitness delivers your executive-level briefing on the biggest moves shaping the global fitness industry — all in under five minutes. Each episode breaks down the trends, company strategies, policy shifts and innovation stories influencing operators, investors, and decision-makers across the sector.

This week’s roundup covers major developments across performance training, connected fitness, wellness, policy, and women’s health technology — with notable updates from HYROX, Orangetheory Fitness, Peloton, GNC, EGYM, 24 Hour Fitness, and more.

This Week’s Headlines

• Orangetheory Fitness partners with HYROX
• Orangetheory launches a new holiday + New Year campaign
• GNC releases its first Anti Trend Report
• Peloton teams up with the Formula 1 Las Vegas Grand Prix
• JETSET Pilates deepens its premium real estate strategy
• EGYM’s “Strength Shift” report reveals how Gen Z and Millennials are reshaping gym behavior
• Trump Administration introduces a proposed Medicare GLP-1 demonstration model
• IdentifyHer launches Peri
• 24 Hour Fitness launches Reformer24

Watch the latest episode of This Week In Fitness now — and make smarter decisions for 2026.

Chapters

• 0:00 Intro

Transcript

0:05

welcome to This Week in fitness where we crunch the latest fitness business headlines all in under 5 minutes I'm your host Chrissy Van and here's what's making news we begin with two moves from Orange Theory Fitness as the brand continues to broaden its position in both performance training and consumer engagement first Orange Theory is entering the rapidly growing fitness racing category through a new partnership with High Rocks starting December 1st select studios will become High Rocks affiliate partners offering structured classes modeled after the events global race format for Orange Theory it adds a dedicated pathway for members seeking measurable performance driven training for High Rocks it expands access inside one of the largest coach training networks in the industry meeting rising demand for hybrid endurance and strength competition at the same time Orange Theory is launching a new holiday and New Year campaign focused on real member transformation stories the creative highlights progress over perfection and builds on last year's rebrand the first major initiative since the company merged into Purpose Brands alongside Anytime Fitness with the industry heading into its busiest season the campaign reflects a broader shift toward relatable messaging across the sector shifting to the wellness economy GNC has released its first anti trend report a science LED audit of today's most viral health practices the report assigns clear letter grades to trends such as berberine raw dairy and GLP1 inspired TikTok recipes separating evidence from hype the company is also expanding its research footprint through academic partnerships that will test supplement formulas using validated lab protocols as supplements attract more attention from consumers employers and healthcare providers the push for transparent data backed products continues to gain momentum in connected fitness peloton is bringing its content ecosystem to one of the most watched sporting events in the world the brand partnered with the Formula 1 Las Vegas Grand Prix to film cycling running and core classes on the Winds Awakening theater stage and produce exclusive scenic content on the Las Vegas Strip circuit the collaboration strengthens Peloton's position as a media and content platform while expanding its visibility within a global sports audience Boutique Pilates continues to scale with Jet Set Pilates advancing a real estate strategy centered on luxury residential towers and mixed use developments by integrating studios directly into lifestyle oriented communities Jet Set benefits from the convenience driven engagement predictable foot traffic and a consistent design forward experience across markets generational shifts remained a focus this week with the release of E Gym's white paper The Strength Shift drawing from millions of workouts the report confirms that Gen Z and millennials now make up the majority of US gym users strength training leads their priorities technologies and expectation and community digital or in person heavily influences engagement E Gym frames the findings as operational guidance for equipment investments floor layouts and digital strategy on the policy front the Trump administration has announced a proposal to expand access to GLP1 medications for older adults through a Medicare demonstration model that could begin as early as 2026 well not yet finalized for full Medicare rollout the initiative would allow the centers for Medicare and Medicaid Services to test coverage pathways for medications currently excluded under traditional Part d rules The Health and Fitness Association welcome to the development emphasizing that medication access should be paired with exercise based interventions delivered through fitness centers and community partners the approach aligns with new CMS guidance that will begin reimbursing clinicians for physical activity and nutrition assessments next year together these efforts signal growing federal interest in prevention focused care even as the details of GLP1 coverage continue to take shape in woman's health technology identify her has introduced Perry the first wearable designed to detect and decode perimenopause symptoms using biosensing and AI analytics with most women receiving limited diagnostic support during perimenopause the device aims to provide clear physiological data personalized insights and improved conversations with clinicians Perry launches in December after being named a 2025 CES Innovation Award honoree and we close with a notable move from 24 Hour Fitness which is entering the Reformer Pilates category with its new Reformer 24 pilot in Southern California Boutique Reformer sessions can run more than $40 per class but by using existing gym space and video LED instruction 24 Hour Fitness will offer the format at a far more accessible price point reformer 24 is part of a larger multi year investment focused on upgraded facilities expanded recovery zones and modernized training environments as the brand evolves its member experience that's it for this Week in fitness I'm your host Chrissy Van and remember stay fit stay informed and keep your fitness business in shape