Key facts
- Pilates Addiction is expanding its franchise globally and domestically.
- Peloton has acquired Pilates company Skōp.
- Orangetheory Fitness is expanding into Italy.
- Amped Fitness will open a new location in Melbourne, Florida, in Summer 2026.
- Cellucor is launching new product lines for wellness, beauty, and longevity.
- Beauty Crush Skincare has launched a new line of advanced regenerative biotech skincare products.
- Massage Envy has provided 20 million skincare services.
- Planet Fitness awarded $250,000 in scholarships to 50 Boys & Girls Clubs of America teens.
- Barberitos signed a five-unit franchise agreement to expand into Alabama.
- Popilush is expanding its reach by joining Kohl's e-commerce platform.
- ChiroTouch and Aloha have formed a preferred partnership for patient engagement.
- Precision Spine, Inc. launched its Reform® Ti FS Modular Fenestrated Screw System.
The fitness and wellness industry is marked by widespread expansion and strategic diversification across various sectors. Pilates Addiction is accelerating its global and domestic franchise growth after a successful first year, aiming to outpace competitors in the boutique Pilates market. In a move to capitalize on the rising popularity of Pilates, Peloton has acquired Skōp, a company specializing in the discipline. Orangetheory Fitness, under Purpose Brands, is entering the Italian market with new studio formats and local partnerships. Amped Fitness, a Florida-based brand, is set to open a new club in Melbourne, Florida, in Summer 2026, offering a range of fitness services.
Beyond studio-based fitness, the wellness sector is seeing product line expansions and new ventures. Cellucor is broadening its offerings beyond performance nutrition to include products for modern wellness, beauty, and longevity, leveraging its 23-year history. Beauty Crush Skincare, founded by Karen Behnke, has launched a new line of advanced regenerative biotech skincare products. Massage Envy has achieved a significant milestone, having provided 20 million skincare services over 17 years, reinforcing its position as a leading provider of massage and accessible skincare. Planet Fitness is supporting youth development by awarding $250,000 in scholarships to 50 Boys & Girls Clubs of America teens, adding to its nearly $2 million in scholarships since 2017.
Strategic partnerships and e-commerce expansions are also key themes. Barberitos has signed a five-unit franchise agreement to enter Birmingham and Tuscaloosa, Alabama, adding to its 45 existing restaurants. Shapewear brand Popilush is expanding its customer reach by joining Kohl's e-commerce platform. ChiroTouch and Aloha have formed a preferred partnership to integrate Aloha's patient engagement platform with ChiroTouch's practice management software, aiming to improve communication and efficiency for chiropractic providers. Precision Spine, Inc. has launched its Reform® Ti FS Modular Fenestrated Screw System for specific surgical cases, emphasizing its commitment to U.S. manufacturing. Seraphina Therapeutics' Fatty15 supplement is now exclusively available to healthcare practitioners via the Fullscript platform, supported by over 100 peer-reviewed studies. ALLSWIFIT has launched its Stedi Collection footwear, designed for adaptive cushioning and support. Wellbeing educator Jan Raeder has released his book 'Strive for M.O.R.E.', drawing on his 35 years of experience. Teremana Tequila, co-founded by Dwayne Johnson, has introduced limited-edition bottle designs called The Craft Editions. Sunkist Growers has unveiled a refreshed Sunkist.com experience with a new digital platform. Cray has launched a venue safety program called "Cray Protected" for hospitality venues. College H.U.N.K.S. Hauling Junk & Moving continues its national expansion with a new franchise in Midland, Michigan.
Promotional activities are also notable, with Corner Bakery Cafe offering summer team meal deals and $50 off catering for gatherings in June. Papa Murphy's is providing "Summer Selects" deals in June, featuring select pizzas for $8.99.