Global Fitness Industry Weekly Brief – Week of February 17, 2026

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1. Strava Expands Global Headquarters in San Francisco

Strava has expanded its global headquarters at 181 Fremont Street in San Francisco, adding additional floors less than a year after first moving into the building. The company now occupies more than 7,800 square meters in the tower, which will also feature exterior branding signage.

The expansion follows a period of rapid growth for the fitness app. Over the past year, Strava launched more than 100 new features and surpassed 180 million users across more than 185 countries, covering activities in over 50 sports. According to its 2025 Year in Sport Trend Report, more than half of Gen Z users plan to increase their use of Strava in 2026, while many expect to reduce or maintain their time spent on platforms such as Instagram and TikTok.

As part of its office strategy, Strava plans to close its Boston office later this year and further expand its hubs in New York and London. The company also recently opened a new office in São Paulo, signaling continued global growth.

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2. Asics Acquires Two U.S. Race Registration Platforms

Asics has acquired the race registration platform GetMeRegistered from SPay, Inc. for an undisclosed amount and signed a separate asset purchase agreement to launch another similar platform for U.S. runners.

Both businesses will be integrated into Race Roster U.S., Inc., Asics’ digital race services subsidiary. The division already includes the Race Roster platform, acquired in 2019, and the Runkeeper app, acquired in 2016.

The acquisitions align with Asics’ Mid-Term Plan 2026, which prioritizes the expansion of its running ecosystem. By integrating race registration, digital services and personalized runner experiences, the company aims to strengthen brand engagement and increase product recognition in the U.S., one of its most important markets.

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3. Etenon Fitness Enters the Pilates Segment with “Essence Pilates” Line

Spanish manufacturer Etenon Fitness has launched Essence Pilates, a new professional equipment line designed for studios and fitness centers. The move comes as the Pilates segment continues to show strong growth in Spain and globally.

The collection includes four core machines: a reformer, foldable reformer, ladder barrel and Wunda chair. Each product is designed for intensive commercial use, with a focus on durability, safety and operational efficiency.

According to CEO Rafael Rodriguez, the launch represents a strategic expansion into one of the fastest-growing segments of the fitness industry. The company aims to provide studios and operators with reliable, professional-grade equipment as demand for low-impact, wellness-oriented training continues to rise.

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4. Bodybar Pilates Plans to Double Studio Footprint in 2026

U.S. boutique franchise Bodybar Pilates is targeting aggressive expansion in 2026 after strong growth in 2025. The company plans to open more than 70 new studios this year, with around 40 expected to launch in the third and fourth quarters.

In 2025, Bodybar added 27 studios, bringing its total to 73 open locations across 21 states. The company also signed its 150th franchise agreement and now has about 190 studios in development.

System-wide sales reached nearly $44 million in 2025, up 65 percent year over year, while membership grew more than 30 percent to over 18,000. The brand is targeting expansion across multiple U.S. markets, including Boston, Las Vegas, Austin, Indianapolis and Salt Lake City.

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5. Equinox to Accept HSA/FSA Funds for Memberships

Luxury fitness operator Equinox has partnered with health-payment platform Flex to allow members to use Health Savings Accounts (HSA) and Flexible Spending Accounts (FSA) for certain fitness and wellness services.

Eligible services include memberships, fitness assessments, personal training, recovery offerings and selected women’s health programs. The move aligns with Equinox’s focus on preventive health and longevity.

According to Flex, more than $150 billion in HSA and FSA funds are available across the U.S., with many account holders leaving unused balances each year. The partnership aims to reduce barriers and make premium fitness services more accessible through healthcare-aligned spending.

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6. Tough Mudder Co-Founder Launches AI-Driven CoachCube PT Concept

Will Dean, co-founder of Tough Mudder, has launched CoachCube, an AI-powered personal training concept built around private smart training pods.

The system combines form-tracking cameras, AI-driven coaching and digitally controlled resistance to deliver personalized strength workouts. The technology adapts sessions in real time based on user performance, goals and conditions such as fatigue or minor injuries.

Public trial sessions are running at Shapesmiths Gym in London through the end of March. Dean positions CoachCube as a scalable solution to deliver high-quality coaching outcomes at lower cost, using AI to automate key aspects of personal training while maintaining the human element.

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7. Virtuix Joins Meta’s “Made for Meta” Program with 360-Degree VR Treadmill

Virtuix has joined Meta’s “Made for Meta” program, enabling its Omni One 360-degree treadmill to integrate with Meta Quest headsets and games.

The partnership gives Virtuix access to Meta’s large installed base of XR users, potentially expanding the reach of its full-body VR fitness and gaming system. The omni-directional treadmill allows users to walk, run, crouch and jump naturally within virtual environments.

Virtuix recently reported 138 percent year-over-year revenue growth for the six months ending September 2025 and says its production capacity can reach up to 3,000 units per month. The company began trading on the Nasdaq Global Market under the ticker VTIX on January 27, 2026.