This Week In Fitness: GymNation’s Heavyweight Marketing Play, Daxko’s New Acquisition, and lululemon’s NFL Debut

This week’s episode takes us from bold marketing in Dubai to major moves in fitness tech and fresh insights on GLP-1 medications. From one-tonne billboards to billion-dollar data plays, here’s what’s shaping the business of fitness right now.

• GymNation makes heavy lifting a marketing strategy with a one-tonne billboard promoting its new Strongman class.
• lululemon × NFL debut their first-ever licensed apparel collection across all 32 teams.
• Anytime Fitness launches in Dubai, expanding its global footprint with Technogym’s connected ecosystem.
• Iron House Design brings Swarovski-embellished equipment to the U.S. luxury wellness market.
• Daxko acquires Exercise.com, strengthening its presence in boutique and hybrid fitness.
• HFA FIT Tracker reports record-high U.S. gym visits, up 4 % year-over-year.
• ClassPass enters hospitality through its first hotel partnership at The Manner SoHo in New York.
• Walla raises $5 million to scale its AI-powered Studio Performance Software.
• Lifesum survey reveals GLP-1 users are resisting ultra-processed foods as medications reshape nutrition habits.

This Week In Fitness is where we crunch the latest fitness business headlines in under 5 minutes. Hosted by Krissy Vann.