Staying ahead in the fitness equipment industry is critical, especially since many products still rely on traditional designs that can limit innovation. However, leading brands in fitness equipment and technology are challenging these limits. They are making important advances and rethinking what fitness tools can do.
To understand where the industry is heading, Athletech News spoke with executives from top fitness equipment and hardware-focused tech companies. These leaders shared their views on the innovations shaping the market and what to expect next.
Life Fitness / Hammer Strength Begins 2025 with a New Identity
Life Fitness, now branded as Life Fitness / Hammer Strength, entered 2025 with a fresh name and strategy. Jim Pisani, CEO, told Athletech News that the new brand combines Life Fitness’s history of innovative cardio and strength equipment with Hammer Strength’s reputation as a leader in strength and conditioning.
“This dual brand stands for innovation, quality, and working closely with customers to create the best workout experiences worldwide,” Pisani said.
In 2024, the company launched Symbio, a premium cardio series that includes the SymbioRunner treadmill, SwitchCycle, Incline Elliptical, and Recumbent Cycle. They also introduced new plate-loaded strength machines at the HFA 2025 Show in Las Vegas, expanding the Hammer Strength line.
Pisani expressed pride in his team’s achievements, emphasizing a customer-first approach throughout the company. He said the brand plans to invest more in products focused on strength training, especially those targeting lower body exercises.
To improve customer experience, Life Fitness / Hammer Strength is rolling out a 3D product configurator on its website. This tool will let users customize equipment and use augmented reality to see how it fits into their spaces. Over 100 products will soon support this feature.
With more fitness users tracking workouts through apps and wearables, the company also launched Life Fitness Connect System. This digitizes traditional strength equipment to benefit exercisers and gym operators alike.
“We expect the fitness industry to keep growing as people recognize how important physical activity is to their health,” Pisani said. “Operators are working hard to meet demand by offering spaces that attract exercisers.”
Technogym Focuses on Fitness as Preventive Health
Italian brand Technogym has built its reputation on innovation. Now, it is promoting “Healthness” — a new approach that combines prevention with personalized fitness plans to support health and longevity.
Founder and CEO Nerio Alessandri explained that Technogym started 40 years ago with the goal of getting people moving. Over time, it added software, digital tools, and AI. In 2024, it launched Technogym Checkup, which assesses physical and cognitive health to deliver personalized workout programs across cardio, strength, and functional equipment.
Alessandri sees predicting and preventing disease as the biggest health revolution. Healthness uses data and AI to create effective prevention programs.
He believes the fitness industry can improve by attracting more diverse users. To grow, operators must offer personalized services that meet different needs and goals.
“Scientific evidence is clearer than ever on exercise benefits, and consumers care more about health and prevention,” Alessandri said. “Longevity is a major trend, and the fitness industry plays a key role in this opportunity.”
EGYM Seeks to Transform Global Healthcare
EGYM had a strong 2024, raising about $200 million in growth capital, boosting its valuation above $1 billion. This funding will support expanding its Wellpass corporate fitness network and developing digital tools and smart strength equipment.
Co-founder and CEO Philipp Roesch-Schlanderer told ATN that EGYM aims to shift healthcare from repair to prevention. It plans to connect corporate fitness, technology, and healthcare markets, addressing a global market worth over $600 billion.
In 2024, EGYM launched Genius, an AI system that analyzes billions of workout and assessment data points to create personalized, engaging fitness experiences.
Roesch-Schlanderer envisions a future where employees can easily access EGYM-equipped gyms to reach fitness goals and build healthy habits. He says this would reduce healthcare costs, boost productivity, and improve satisfaction for employers and governments.
REP Fitness Builds on Strength Training Fundamentals
REP Fitness, a supplier of commercial and home fitness equipment, exceeded all its 2024 goals. It expanded its global team to over 200 employees and launched Purist Nutrition, a new line of protein powders and bars.
In the coming years, REP plans to grow internationally, release new equipment, and expand supplements and apparel.
Co-founder Shane McGrotty noted that strength training’s importance is growing across all ages and groups. Gyms are adjusting their spaces to support this trend.
He also raised a concern about technology in fitness. “Many people already spend a lot of time on their phones, and adding more tech risks distraction,” McGrotty said. He shared an example of a golf cart with a dashboard playing ads, which he found intrusive. He wants technology that enhances fitness, not one that interrupts or pressures users with ads or subscriptions.
McGrotty remains optimistic about the industry but worries about tariffs increasing equipment costs, which could hurt consumers.
Skelcore Innovates Strength Training Worldwide
Founded in 2020 in Miami, Skelcore has quickly become popular among commercial gyms and consumers. The brand offers strength, cardio, recovery equipment, and apparel. Its name reflects its focus on protecting the skeleton by strengthening the core.
Last year, Skelcore expanded to 30 more countries, now available in 45. It also became an approved vendor for several major U.S. gym groups.
CEO Marc Ackermann shared plans to launch an integrated wearable compatible with all Skelcore equipment.
He sees a key opportunity in the growing attention on muscle loss caused by weight loss drugs. Skelcore focuses on biomechanically sound machines to support performance as people turn to strength training.
“Collaboration drives growth,” Ackermann said. “Skelcore wants to partner with others to help transform people’s lives through strength training.”
These leading brands demonstrate that innovation in fitness equipment and technology is shaping the future. Their focus on strength training, preventive health, and personalized experiences is helping the industry grow and meet evolving consumer needs.
