General Mills expands its partnership with GHOST, bringing protein into the cereal aisle and signaling how mainstream food brands are adapting to fitness-driven demand.

Novo Nordisk has filed a lawsuit against Hims & Hers alleging patent infringement related to compounded semaglutide products in the U.S. market.

Hims & Hers expands its weight loss platform to include provider-prescribed compounded oral semaglutide, adding a non-injectable option to its GLP-1 offerings.

Technogym will serve as Official Supplier for Milano Cortina 2026, providing equipment and training infrastructure across Olympic and Paralympic athlete training centers.

Dogtopia and YogaSix launch Paws and Poses, a February wellness initiative pairing yoga with trusted dog daycare to support healthy routines for pet parents and dogs.

UFC GYM has entered the Mainland China market, expanding its global footprint with a performance-driven fitness model that integrates MMA training, strength, HIIT, recovery, and group fitness.

EoS Fitness closed 2025 with more than two million members, expanded its footprint by over 20% in Q4, and invested $13M across its gym portfolio.

Zenoti expands its AI-powered platform into the fitness industry, with early gym adopters reporting lower member churn, improved collections, and stronger lead-to-member conversions.

EGYM and seca launch the Fitness Hub seca edition, integrating smart onboarding with medical-grade body composition analysis to streamline club operations and support data-driven training.

Xponential Fitness saw five brands included in Entrepreneur’s 2025 Franchise 500, with rankings spanning Pilates, assisted stretching, barre, yoga, and group training.

McFIT launches its first-ever international franchise model, opening new global markets while maintaining its company-owned gym strategy across Europe.

Starbucks expands its menu with protein-focused drinks and food, including Protein Cold Foam and all-day options, alongside new matcha, chai, and bakery items.

Hims & Hers returns to the Big Game with a bold message on healthcare inequality, highlighting why rich people live longer and calling for broader access to proactive care.

Lindora appoints Andrew Marlow as President, signaling its expansion beyond medical weight loss into provider-guided metabolic health and national growth following its Next Health acquisition.

Kevin Hart has joined Burn Boot Camp as an equity partner, franchisee, and Executive Partner of Brand and Growth, marking a strategic move focused on long-term, values-driven expansion.

The Global Wellness Summit releases its 2026 Future of Wellness report, outlining key trends shaping health, longevity, women’s wellness, neurowellness, and human-centered care worldwide.

HYROX announces NYU Langone Health as its first-ever hospital lead partner for HYROX New York 2026, expanding wellness, recovery, and community health initiatives through fitness racing.

Crunch Fitness ranks No. 20 overall and No. 2 in fitness on Entrepreneur’s 2026 Franchise 500, highlighting strong growth, franchise support, and global expansion.

Equinox enhances its EQX ARC women’s health program by integrating Oura Ring biometrics and clinical lab insights to personalize training and recovery.

Protein Crust Pizza? Papa Johns Tests the Wellness-Minded Appetite