1. EGYM Expands in North America With New Denver Headquarters

German fitness technology leader EGYM has officially chosen Denver, Colorado, as the base for its North American operations. The company will open a new headquarters at LoDo Towers and host a ribbon-cutting ceremony on November 18. EGYM will retain its original 1920 17th Street site as a showroom and health club.

Alongside the move, EGYM is rolling out Wellpass in the U.S., beginning in Denver, offering a unified platform connecting employers, employees, and gyms to improve workforce health. The expansion comes as EGYM reports a 150% team growth in three years and over 50% annual revenue growth since 2022, now serving 6,000+ locations.

Additionally, U.S. chain EoS Fitness will become the first large gym operator to deploy EGYM Genius, an AI-powered adaptive training system, across its clubs nationwide. EGYM’s long-term strategy aims to shift healthcare from “repair to prevention,” combining smart training with corporate wellness and healthcare networks.

2. Dua Lipa Joins Frame Fitness as Co-Founder

Global pop star Dua Lipa has joined Frame Fitness, a connected Pilates reformer brand, as co-founder and chief creative officer. Frame is preparing to launch standalone reformer studios and expand into premium hotels worldwide.

The company first raised $5 million in 2021 with backing from Mark Mastrov (24 Hour Fitness), Jim Rowley (Crunch Fitness), and Michael Bruno (Core Health & Fitness). Lipa was the first Frame reformer owner in Europe, aligning her personal Pilates passion with the brand’s mission to make Pilates more accessible and transformative.

Frame’s recent New York event at Casa Cipriani featured high-intensity reformer classes and wellness activations, drawing significant attention from luxury and fitness communities.

3. Echelon Relaunches Faith-Based Cycling Series

Connected fitness brand Echelon has revived its Christian-themed program with the new “Sunday Soul” cycling series, beginning September 28. Led by instructors Maribel Maignan and Adriel Solorzano, classes combine rhythm-based cycling, contemporary Christian music, and motivational coaching.

The move comes at a “meaningful moment,” according to CEO Lou Lentine, who cited the impact of recent events in the faith community. The first four sessions include themed rides such as Ride with Gratitude and Grit and Grace.

Classes will stream live and on-demand through the Echelon Fit app, part of the company’s broader strategy to reorganize its digital programming for more consistent global reach.

4. Oura Nears $11B Valuation as Smart Ring Sales Surge

Smart ring pioneer Oura has sold 5.5 million devices since 2015, with over half purchased in the past year. The company doubled revenue in 2024 to $500M and expects to reach $1 billion in 2025.

Oura recently secured a $250M credit facility with major banks and is rumored to be closing an $875M funding round, valuing the company at $11B. Growth is fueled by the surge in smart rings, which now represent 75% of fitness tracker revenue in the U.S., driven largely by Gen Z and Millennials.

Oura continues to expand features into women’s health, metabolic monitoring, and continuous glucose tracking, while also building a new U.S. facility in Fort Worth to support enterprise clients such as the Department of Defense. Rival Ultrahuman has taken a different approach, reaching profitability with $8.2M net profit on $64M revenue in 2024.

5. Pause Studio Expands AI Massage Partnership With Aescape

Wellness chain Pause Studio will expand its partnership with Aescape, integrating AI-powered massage robots into more U.S. locations. Starting October 1, Aescape will launch in Southern California and Georgia, with additional rollouts in Tennessee and Kansas by year-end.

Using robotic arms and AI body scanning, Aescape provides personalized massage sessions tailored via touchscreen. The pilot in Los Angeles drew celebrity clients like Kristen Bell and generated strong demand.

Pause, which also offers cryotherapy, IV drips, and contrast therapy, recently began franchising and expanding partnerships with Prenuvo and Hyperice to broaden its recovery and wellness services.

6. 9Round Kickboxing Names Heather Hudson as CEO

U.S. kickboxing franchise 9Round Fitness has appointed co-founder Heather Hudson as its new CEO. Hudson, who previously served as COO, brings over 17 years of leadership experience and a personal background in martial arts.

Her priorities include implementing a Trainer Ranking System to enhance member experience and reinforcing daily engagement with staff and franchisees. Industry observers highlight the significance of a female CEO leading a global brand where nearly half of members and owners are women.

Founded in 2008, 9Round operates 350+ studios across 41 U.S. states and 18 countries, including Australia, Mexico, Japan, and the UAE.

7. BH Fitness Partners With NEXT DOOR Franchise in Germany

Spanish equipment manufacturer BH Fitness has formed a new partnership with NEXT DOOR, a German fitness franchise known for its digitalized, autonomous studio model.

NEXT DOOR gyms, first launched in Düsseldorf in 2025, focus on unstaffed studios powered by automation, digital training plans, and community engagement. The cooperation with BH Fitness strengthens its portfolio with smart treadmills, indoor cycles, and eco-friendly cardio systems.

For franchise operators, the partnership promises reduced personnel costs, premium connected equipment, and flexible membership solutions. It also positions NEXT DOOR as a sustainable, profitable model for the future German fitness market.

8. Eleiko Launches Next-Gen Barbells With Sensor Integration

Swedish strength specialist Eleiko has released a new generation of barbells on September 2, 2025, refining its signature “Eleiko Feeling” of rotation, flex, and grip.

The new series introduces the Optimal Rotation System™, with needle bearings for Olympic lifts and bronze bushings for powerlifting. Four knurling options cater to different training styles. A patented Force Redistribution System™ enhances durability, while lifetime warranties back the bars’ quality.

A highlight is the sensor-ready design, enabling integration of data-tracking modules for real-time performance analysis. Manufactured from 97% recycled steel, the new barbells reflect Eleiko’s sustainability commitment while offering advanced durability and precision for gyms and athletes.