As the ATN Innovation Summit 2025 approaches, McKinsey & Company is drawing attention to a major shift in the fitness and wellness industry. The global consulting firm says the sector is entering a “turning point” marked by rapid consolidation and growing consumer demand.
In a letter released on Monday, McKinsey partner Eric Falardeau and senior partner Jeff Rudnicki outlined the key forces reshaping the industry. They emphasized that while growth remains strong, the competitive landscape is changing quickly.
“The fitness and wellness industry is growing faster than many others, thanks to strong and clear tailwinds,” the letter states. “But the sector is now at a turning point. Consolidation has accelerated in recent years and is likely to continue.”
Falardeau and Rudnicki identified three critical strategies for executives aiming to stay ahead. First, companies must offer a unique value proposition to stand out in a crowded market. Second, they should invest in building stronger capabilities to remain resilient. Third, they need to pursue mergers, acquisitions, and partnerships more strategically.
The partners also urged business leaders to act quickly. “Executives must move with urgency,” they warned. “Those who don’t adapt risk being left behind.”
On Tuesday, both Falardeau and Rudnicki will appear at the ATN Innovation Summit 2025 for a panel discussion titled “The Implications & Opportunities of Accelerating Consolidation in Fitness & Wellness.” They will join ATN founder and CEO Edward Hertzman and L Catterton managing partner Marc Magliacano to explore how this trend compares with similar changes in other industries.
McKinsey’s message is clear: the future of fitness and wellness is full of opportunity, but success will depend on how fast and how well leaders adapt to the changes ahead.
