Fitness

Tracking fitness as a growth engine for sporting goods: from gyms and studios to connected platforms and outdoor fitness. Exploring how participation trends, technology, and lifestyle shifts shape product demand and brand strategies across apparel, footwear, and equipment.

SPOTLIGHT

cover fitness report 2025 deloitte

Report: Europe’s fitness market breaks records in 2025

2026-04-22T17:17:00+01:00

 The 2026 EuropeActive/Deloitte report shows the sector surging past €39bn in revenue, with consolidation accelerating and the US penetration gap still wide open.

Alexandre ricart via Unsplash

HYROX becomes a brand battlefield

2026-02-26T21:22:00+00:00

Puma’s CEO calls HYROX a “lighthouse” partnership while Adidas launches its own hybrid race shoe. The battle for fitness racing’s commercial core is on.

oura

Oura’s big bet on gesture control

2026-04-07T15:03:00+01:00

Oura’s ring may soon do more than track you. Gesture control could turn it into your everyday remote.

smart run

Gen Z chooses fitness over social media, Strava study reveals

2025-12-08T16:42:00+00:00

Gen Z is turning away from social media toward active lifestyles, with running clubs, weight training and fitness spending on the rise in the US.

2025: Reflected by Polar

Polar 2025 data reveals structured training surge

2026-01-13T17:13:00+00:00

Sports tech firm Polar reports users averaged 301 minutes of weekly training in 2025, twice WHO recommendations, with 87% tracking heart rate.

Latest

spotify peloton

Spotify enters fitness with Peloton deal

2026-05-01T10:16:00+01:00By

Spotify adds over 1,400 Peloton workout classes to its platform, with fitness now a core content category alongside music and podcasts.

my protein x footasylum

Myprotein activewear enters Footasylum stores in the UK

2026-04-27T09:56:00+01:00By

Sports nutrition brand Myprotein enters multi-brand physical retail with MP Activewear, targeting 16-to-24-year-olds in seven Footasylum stores.

Tonal x Disney Mandalorian

Tonal ties Star Wars film to fitness push

2026-04-24T09:49:00+01:00By

The AI-powered home gym partners with Lucasfilm for exclusive member workouts tied to The Mandalorian and Grogu, which opens May 22.

cover fitness report 2025 deloitte

Report: Europe’s fitness market breaks records in 2025

2026-04-22T17:17:00+01:00By

 The 2026 EuropeActive/Deloitte report shows the sector surging past €39bn in revenue, with consolidation accelerating and the US penetration gap still wide open.

Amazfit x Hyrox

Amazfit locks in exclusive Hyrox wearables role

2026-04-20T07:19:00+01:00By

Zepp Health’s Amazfit secures a three-year global deal with Hyrox, locking out wearable rivals from the fast-growing fitness racing series.

KEY_IMAGE_02_Hudson

Peloton: “Let Yourself Go” with Hudson Williams

2026-04-16T15:57:00+01:00By

The latest “Let Yourself Go” chapter casts a rising star to pitch the Tread+ as a platform — and sell a feeling, more than a product.

rad x rogue

R.A.D footwear partners with Rogue Invitational event

2026-04-15T15:36:00+01:00By

The training shoe brand secures a two-year headline sponsorship at the annual CrossFit and strongman competition held in Aberdeen, Scotland.

pets getty-images-1yAdz7AaC7A-unsplash(1)

Strava and Mars team up on pet fitness

2026-04-15T09:39:00+01:00By

The world’s largest fitness social network partners with Mars on a pet activity challenge program – and uses the data to push for pet-friendly cities.

xponential cover

Xponential Fitness explores sale

2026-04-09T12:24:00+01:00By

The boutique fitness franchisor has hired Jefferies to run a formal process. A board shake-up signals urgency.

oura

Oura’s big bet on gesture control

2026-04-07T15:03:00+01:00By

Oura’s ring may soon do more than track you. Gesture control could turn it into your everyday remote.

playlist egmy

Playlist and EGYM close $7.5bn fitness merger

2026-04-07T12:17:00+01:00By

The deal, backed by $785m in new equity, unites Mindbody, ClassPass and EGYM’s smart equipment under a single global fitness platform.

Frasers Group has opened a flagship Everlast Gyms+ location at Trafford Palazzo

Frasers Group launches Everlast Gyms+ in UK

2026-03-31T11:03:00+01:00By

Frasers Group rolls out tiered premium gym concept with boutique-style studios, Nike Strength equipment and HYROX centers across the UK.

whoop

US wearable brand Whoop signs Premier Padel deal

2026-03-26T14:35:00+00:00By

The Boston-based wearable brand will equip all athletes on the circuit and extend into coach education via the FIP Academy.

eight sleep x ironman

Sleep tech brand Eight Sleep joins IRONMAN Europe

2026-03-24T17:20:00+00:00By

The US sleep tech brand will activate at IRONMAN Europe races as the organizer expands its partner portfolio beyond traditional triathlon categories.

Companies

Following key fitness players across technology integration, precision wearables, apparel innovation, athleisure evolution, and club accessibility—tracking the business strategies and partnerships driving sporting goods demand.