2025 Fitness Business Outlook with Mark Mastrov: Insights into Trends, Investments, and Venture Capital

Krissy Vann | Host, All Things Fitness and Wellness

On this episode of The ATFW Podcast, Mark Mastrov shares his perspective on where the fitness business is headed in 2025. With over four decades of experience, Mastrov is no stranger to navigating market shifts and spotting growth opportunities, making this conversation particularly valuable for fitness entrepreneurs, operators, and investors alike.

Mastrov opens by discussing current investor sentiment. Despite ongoing interest in fitness, he notes that many investors are cautiously positioned on the sidelines, waiting for clear signs of stability and growth. Investors are particularly drawn to national players over regional ones, finding more potential in scalability. Mastrov highlights the appeal of franchise models, as investors view them as having strong growth potential compared to independent ventures.

Public markets, he notes, remain a challenging space, especially for companies that may miss financial targets. The fitness business will need to continue demonstrating resilience to gain more traction in this realm.

Mastrov also shares his views on global expansion. As fitness continues to rise in popularity worldwide, regions like Asia and the Middle East are proving to be fertile ground for growth. In these markets, innovation and technology adoption play significant roles in driving member experiences and boosting engagement. Mastrov sees immense potential for operators who can adapt to the unique demands of these emerging markets, suggesting that the future of fitness is very much a global affair.

When it comes to technology, Mastrov emphasizes the critical role of innovation in meeting consumer expectations. Fitness consumers are increasingly seeking experiences that combine convenience with personalization. From the use of artificial intelligence to advancements in virtual training, technology will continue to transform the fitness business by enhancing member retention and driving new revenue streams.

Additionally, Mastrov touches on changing consumer trends, where flexibility in membership models and hybrid fitness options are now the norm. The industry is seeing a shift towards integrated wellness solutions, with health clubs focusing not only on fitness but also on mental well-being, recovery, and nutrition.

Venture capital, Mastrov explains, remains a significant driver of innovation in the fitness business. He discusses how strategic investments can shape the industry’s future by supporting technologies that enhance operational efficiency and member engagement. For companies looking to secure funding, having a clear vision, scalability, and a proven track record are key to attracting venture capital.

As we look towards 2025, Mastrov advises fitness operators and entrepreneurs to stay agile and forward-thinking, as the industry continues to evolve rapidly.

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