1. Etenon Fitness Becomes Exclusive Distributor of Freemotion in Iberia
Etenon Fitness has signed an exclusive distribution agreement with Freemotion, officially becoming the sole distributor for Spain and Portugal. With this partnership, Etenon consolidates its position as the largest distributor in the Spanish fitness sector, adding one of the world’s most innovative brands to its portfolio.
Freemotion, part of iFIT Health & Fitness, is globally recognized for its cable strength systems and its connected training experiences powered by iFIT. The collaboration is expected to bring more immersive and versatile training solutions to Iberian gyms. Rafael Rodriguez, CEO of Etenon, emphasized the importance of integrating Freemotion’s cutting-edge connected training technologies, while Freemotion’s European Sales Director, Apostolos Seintis, highlighted Etenon’s strong local expertise as key to expanding their reach in the region.
2. Fitness Studio Leaders in Munich Discuss Aggregators and Industry Trends
In Munich, 30 fitness studio owners and operators gathered for the 6th edition of the “Mitbewerbertreffen,” a networking event focused on cooperation over competition. Special guest speaker Mario Görlach addressed the growing impact of fitness aggregators, outlining their opportunities and risks for operators.
The meeting also covered pressing topics such as recruiting Gen Z staff, new training formats like Reformer Pilates and HYROX, longevity trends, digitalization, AI applications, and reimbursement models for rehab fitness. Organized by Reinhard Klinke of HARDY’S Fitnessclubs, the biannual event brought together studios such as Easyfitness, Cleverfit, Injoy, and many others, expanding its influence beyond Munich’s western region.
3. Strava Reportedly Preparing $2.2 Billion IPO in the U.S.
Strava, the San Francisco–based social fitness app with more than 150 million users worldwide, is preparing for a potential IPO. According to Reuters, the company has engaged Goldman Sachs, JPMorgan, and Morgan Stanley to bid for underwriting roles. The IPO could take place as early as 2026, depending on market conditions, with an estimated valuation of $2.2 billion.
The company has been expanding aggressively through acquisitions, including the U.S.-based cycling app The Breakaway in May and the UK-born running app Runna earlier this month. Runna recently launched a new “Races by Runna” feature to help users discover and filter races by distance, terrain, or location, responding to a 70% increase in race events in 2024. Recent executive appointments—Matt Anderson as CFO and Louisa Wee as CMO—signal that Strava is gearing up for its next growth phase.
4. Health & Fitness Association Restructures Leadership
The Health & Fitness Association (HFA) has announced a reorganization to strengthen its advocacy, research, and education roles. Brandon Partridge has joined as Chief Operating Officer, focusing on internal operations such as memberships, events, sponsorships, and organizational resources.
Meanwhile, Mike Goscinski has been promoted to Chief of Staff, responsible for external strategy, including government advocacy, communications, and research. Christine Solomon also joined as Marketing Manager to boost the association’s communications and outreach capacity. As the only global nonprofit trade association for fitness operators and suppliers, HFA aims to reinforce its role as the unified voice of the industry.
5. Precor Launches Breakaway Slat-Belt Treadmill with Push Mode
U.S.-based Precor has introduced the Breakaway treadmill, a heavy-duty commercial-grade slat-belt model. Key features include shock-absorbing rubberized slats for smoother running, a unique “Push Mode” that transforms the treadmill into a sled trainer for HIIT and strength work, and “Cadence Coach” for real-time step-rate feedback.
Designed for durability and ease of maintenance, the Breakaway comes with modular components and options for multiple console systems, including the new P31S LED console. Precor President Ean Reves described the treadmill as a product that reinvigorates cardio training spaces while maintaining the brand’s standard of reliability. The model is already available in the U.S. and UK markets but is not expected to launch in China until early 2026.
6. IWF Shenzhen International Fitness Expo Debuts in Southern China
The IWF 2025 Shenzhen International Fitness Expo was held from September 19–21 at the Shenzhen Convention and Exhibition Center (Futian). Covering 12,000 square meters, the show featured over 100 domestic and international exhibitors, with a strong focus on commercial fitness, leisure sports, and smart technologies.
The event included product showcases, trade matchmaking, industry forums, and live performances. Highlights featured the “IWF × 24/7 FITNESS CEO Roundtable,” which brought together more than 10 industry leaders from across Asia to discuss regional opportunities, tech-health integration, and localized strategies. Group fitness showcases by Les Mills China and Zumba, as well as bodybuilding and fitness competitions, created a dynamic interactive atmosphere.
Launched in Shanghai in 2014, IWF has become one of the most influential fitness trade shows in the Asia-Pacific region. Its Shenzhen debut underscores the industry’s growth in Southern China and its expanding ties with Southeast Asian markets.
