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features

Industry insight: What women want

A white paper on women’s fitness commissioned by Sophie Lawler, CEO of Total Fitness, is a call to action, as Liz Terry reports

Published in HCM Handbook 2026 issue 1
Read in digital edition Download PDF Subscribe
Male participation also drops with age, but with women the base is lower / shutterstock / people images
Male participation also drops with age, but with women the base is lower shutterstock / people images

A white paper from Total Fitness – Women and the Gym: un-met needs and the role of women only spaces, casts light on the challenges and opportunities for operators when it comes to providing for and interacting with female members.

 RE-ENTRY CAN BE FRAGILE

Sign up here to get Fit Tech's weekly ezine and every issue of Fit Tech magazine free on digital.
Gallery
Women need emotional infrastructure, not just gym equipment / total fitness
Women need emotional infrastructure, not just gym equipment total fitness
Feeling well is a core reason for joining a gym / total fitness
Feeling well is a core reason for joining a gym total fitness
The study found 67 per cent of women aged 25-34 are members of a gym / sport england
The study found 67 per cent of women aged 25-34 are members of a gym sport england
Women value tone and reassurance more than technical coaching / total fitness
Women value tone and reassurance more than technical coaching total fitness
Confidence is a motivator for joining a gym / anytime fitness
Confidence is a motivator for joining a gym anytime fitness
More features
Editor's letter

Into the fitaverse
Fitness is already among the top three markets in the metaverse, with new technology and partnerships driving real growth and consumer engagement that looks likely to spill over into health clubs, gyms and studios
Fit Tech people

Ali Jawad
Paralympic powerlifter and founder, Accessercise
“Users can easily identify which facilities in the UK are accessible to the disabled community”
Fit Tech people

Hannes Sjöblad
MD, DSruptive
“We want to give our users an implantable tool that allows them to collect their health data at any time and in any setting”
Fit Tech people

Jamie Buck
Co-founder, Active in Time
“We created a solution called AiT Voice, which turns digital data into a spoken audio timetable that connects to phone systems”
Profile

Fahad Alhagbani: reinventing fitness
“Let’s live in the future to improve today”
Opinion

Building on the blockchain
For small sports teams looking to compete with giants, blockchain can be a secret weapon explains Lars Rensing, CEO of Protokol
Innovation

Bold move
“We ended up raising US$7m in venture capital from incredible investors, including Andreessen Horowitz, Khosla Ventures, Primetime Partners, and GingerBread Capital”
App analysis

Check your form
Sency’s motion analysis technology is allowing users to check their technique as they exercise. Co-founder and CEO Gal Rotman explains how
Profile

New reality
Sam Cole, CEO of FitXR, talks to Fit Tech about taking digital workouts to the next level, with an immersive, virtual reality fitness club
Profile

Sohail Rashid
“35 million people a week participate in strength training. We want Brawn to help this audience achieve their goals”
Ageing

Reverse Ageing
Many apps help people track their health, but Humanity founders Peter Ward and Michael Geer have put the focus on ageing, to help users to see the direct repercussions of their habits. They talk to Steph Eaves
App analysis

Going hybrid
Workout Anytime created its app in partnership with Virtuagym. Workout Anytime’s Greg Maurer and Virtuagym’s Hugo Braam explain the process behind its creation
Research

Physical activity monitors boost activity levels
Researchers at the University of Copenhagen have conducted a meta analysis of all relevant research and found that the body of evidence shows an impact
Editor's letter

Two-way coaching
Content providers have been hugely active in the fit tech market since the start of the pandemic. We expect the industry to move on from delivering these services on a ‘broadcast-only’ basis as two-way coaching becomes the new USP
Fit Tech People

Laurent Petit
Co-founder, Active Giving
“The future of sports and fitness are dependent on the climate. Our goal is to positively influence the future of our planet by instilling a global vision of wellbeing and a sense of collective action”
Fit Tech People

Adam Zeitsiff
CEO, Intelivideo
“We don’t just create the technology and bail – we support our clients’ ongoing hybridisation efforts”
Fit Tech People

Anantharaman Pattabiraman
CEO and co-founder, Auro
“When you’re undertaking fitness activities, unless you’re on a stationary bike, in most cases it’s not safe or necessary to be tied to a screen, especially a small screen”
Fit Tech People

Mike Hansen
Managing partner, Endorphinz
“We noticed a big gap in the market – customers needed better insights but also recommendations on what to do, whether that be customer acquisition, content creation, marketing and more”
More features
Company profiles
Tyler Danen, CEO & founder, Fitbench
Fitbench
Fitbench creates modular training solutions designed to support efficient, high-quality workouts in a wide range ...
Company profiles
Matt Pengelly, managing director, Matrix Fitness
Matrix Fitness
Matrix provides equipment to facilities in all market sectors including private health clubs, residential housing, ...
more company profiles
Diary dates
22-23 Sep 2026
Destination Deluxe Awards & Wellness Summit 2026
Four Seasons Hotel Bangkok at Chao Phraya River, Bangkok , Thailand
Published by Leisure Media. Tel: +44 (0)1462 431385 | Contact us | About us | Privacy | © Cybertrek Ltd 2026
Les Mills | Fit Tech promotion
Company profiles
Tyler Danen, CEO & founder, Fitbench
Fitbench
Fitbench creates modular training solutions designed to support efficient, high-quality workouts in a wide range ...
Company profiles
Matt Pengelly, managing director, Matrix Fitness
Matrix Fitness
Matrix provides equipment to facilities in all market sectors including private health clubs, residential housing, ...
more company profiles
Get Fit Tech
Sign up for the free Fit Tech ezine and breaking news alerts
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Global Wellness Summit | Fit Tech promotion
Diary dates
22-23 Sep 2026
Destination Deluxe Awards & Wellness Summit 2026
Four Seasons Hotel Bangkok at Chao Phraya River, Bangkok , Thailand
EGYM | Fit Tech promotion
Technogym | Fit Tech promotion

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product innovation • 07 May 2026

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More fit tech news
features

Industry insight: What women want

A white paper on women’s fitness commissioned by Sophie Lawler, CEO of Total Fitness, is a call to action, as Liz Terry reports

Published in HCM Handbook 2026 issue 1
Read in digital edition Download PDF Subscribe
Male participation also drops with age, but with women the base is lower / shutterstock / people images
Male participation also drops with age, but with women the base is lower shutterstock / people images

A white paper from Total Fitness – Women and the Gym: un-met needs and the role of women only spaces, casts light on the challenges and opportunities for operators when it comes to providing for and interacting with female members.

 RE-ENTRY CAN BE FRAGILE

Sign up here to get Fit Tech's weekly ezine and every issue of Fit Tech magazine free on digital.
Gallery
Women need emotional infrastructure, not just gym equipment / total fitness
Women need emotional infrastructure, not just gym equipment total fitness
Feeling well is a core reason for joining a gym / total fitness
Feeling well is a core reason for joining a gym total fitness
The study found 67 per cent of women aged 25-34 are members of a gym / sport england
The study found 67 per cent of women aged 25-34 are members of a gym sport england
Women value tone and reassurance more than technical coaching / total fitness
Women value tone and reassurance more than technical coaching total fitness
Confidence is a motivator for joining a gym / anytime fitness
Confidence is a motivator for joining a gym anytime fitness
More features
Editor's letter

Into the fitaverse
Fitness is already among the top three markets in the metaverse, with new technology and partnerships driving real growth and consumer engagement that looks likely to spill over into health clubs, gyms and studios
Fit Tech people

Ali Jawad
Paralympic powerlifter and founder, Accessercise
“Users can easily identify which facilities in the UK are accessible to the disabled community”
Fit Tech people

Hannes Sjöblad
MD, DSruptive
“We want to give our users an implantable tool that allows them to collect their health data at any time and in any setting”
Fit Tech people

Jamie Buck
Co-founder, Active in Time
“We created a solution called AiT Voice, which turns digital data into a spoken audio timetable that connects to phone systems”
Profile

Fahad Alhagbani: reinventing fitness
“Let’s live in the future to improve today”
Opinion

Building on the blockchain
For small sports teams looking to compete with giants, blockchain can be a secret weapon explains Lars Rensing, CEO of Protokol
Innovation

Bold move
“We ended up raising US$7m in venture capital from incredible investors, including Andreessen Horowitz, Khosla Ventures, Primetime Partners, and GingerBread Capital”
App analysis

Check your form
Sency’s motion analysis technology is allowing users to check their technique as they exercise. Co-founder and CEO Gal Rotman explains how
Profile

New reality
Sam Cole, CEO of FitXR, talks to Fit Tech about taking digital workouts to the next level, with an immersive, virtual reality fitness club
Profile

Sohail Rashid
“35 million people a week participate in strength training. We want Brawn to help this audience achieve their goals”
Ageing

Reverse Ageing
Many apps help people track their health, but Humanity founders Peter Ward and Michael Geer have put the focus on ageing, to help users to see the direct repercussions of their habits. They talk to Steph Eaves
App analysis

Going hybrid
Workout Anytime created its app in partnership with Virtuagym. Workout Anytime’s Greg Maurer and Virtuagym’s Hugo Braam explain the process behind its creation
Research

Physical activity monitors boost activity levels
Researchers at the University of Copenhagen have conducted a meta analysis of all relevant research and found that the body of evidence shows an impact
Editor's letter

Two-way coaching
Content providers have been hugely active in the fit tech market since the start of the pandemic. We expect the industry to move on from delivering these services on a ‘broadcast-only’ basis as two-way coaching becomes the new USP
Fit Tech People

Laurent Petit
Co-founder, Active Giving
“The future of sports and fitness are dependent on the climate. Our goal is to positively influence the future of our planet by instilling a global vision of wellbeing and a sense of collective action”
Fit Tech People

Adam Zeitsiff
CEO, Intelivideo
“We don’t just create the technology and bail – we support our clients’ ongoing hybridisation efforts”
Fit Tech People

Anantharaman Pattabiraman
CEO and co-founder, Auro
“When you’re undertaking fitness activities, unless you’re on a stationary bike, in most cases it’s not safe or necessary to be tied to a screen, especially a small screen”
Fit Tech People

Mike Hansen
Managing partner, Endorphinz
“We noticed a big gap in the market – customers needed better insights but also recommendations on what to do, whether that be customer acquisition, content creation, marketing and more”
More features
Published by Leisure Media. Tel: +44 (0)1462 431385 | Contact us | About us | Privacy | © Cybertrek Ltd 2026