Health Horizons 2025

ClassPass Trends – A Look Back and Forward

2024 has been a monumental year for ClassPass, showing a 70% surge in bookings compared to 2023. The platform reported significant growth across all fitness categories, with strength training surpassing yoga as the most booked class type globally. Wellness-focused offerings also saw explosive popularity, with infrared saunas and cryotherapy bookings increasing by 125% year over year. Even less traditional formats like aerial yoga and dance-based cardio gained traction as consumers looked for variety and fun in their routines.

Recovery-focused services such as massage therapy and float tanks also saw dramatic spikes in demand, reflecting a growing trend toward balancing intensity with recovery. In 2023, ClassPass saw a preference for high-intensity classes like HIIT and spin; 2024’s data indicates a pivot towards holistic health, where recovery is just as valued as exertion.

Another key insight: weekday afternoon classes grew by 45%, likely driven by the rise of hybrid work models. With fitness centers adapting by offering more flexible scheduling and tiered memberships, gyms that prioritize this flexibility are well-positioned for success in 2025.

Looking forward, hybrid offerings combining recovery, mindfulness, and strength training could dominate 2025. Studios integrating fitness tracking technology—such as wearable integrations and AI-driven performance insights—could reshape how classes are experienced. With $22 billion invested in fitness tech in 2024, the industry is set to grow in ways that make fitness both more personalized and more data-driven. Entrepreneurs and gym owners should consider how these shifts align with their offerings.

Big Tech’s Push into Health Care

Tech giants like Apple, Samsung, and Amazon are revolutionizing health care, making it more accessible and preventive. Apple, in particular, has pushed boundaries with its Apple Watch Series 9, which now offers advanced heart rate variability (HRV) tracking, real-time ECG monitoring, and fall detection. A game-changer in 2024 was the new AirPod hearing aid function, offering a lower-cost alternative to traditional hearing aids. The most anticipated innovation, however, is Apple’s rumored non-invasive blood glucose monitor, which could provide millions of people with diabetes a needle-free alternative for glucose management.

Samsung is not far behind, with its Galaxy Watch 6 featuring blood pressure and body composition tracking. The wearables market as a whole has exploded, with over 30% of U.S. adults now owning a device that tracks health metrics. Features like stress monitoring, sleep analysis, and continuous oxygen saturation readings are bridging the gap between fitness and clinical care.

Amazon is taking a different approach with its virtual healthcare platform. Its partnership with Hinge Health for musculoskeletal care enables users to access physical therapy services digitally, addressing one of the most common workplace health concerns. Amazon’s expansion into primary care clinics and prescription delivery also highlights its ambition to simplify health care access. In 2024, Amazon Clinics gained traction by serving millions with minor health concerns, leveraging its logistics expertise.

The convergence of these innovations hints at a future where wearables, telemedicine, and digital health platforms coalesce into a seamless ecosystem. Imagine a world where your smartwatch detects potential health issues, syncs with your telehealth provider, and delivers prescriptions via same-day Amazon delivery. Big Tech isn’t just participating in health care—it’s reshaping it.

The Seed Oil-Free Movement: A Cleaner Future for Food

Seed oil-free products are emerging as the next big movement in the consumer packaged goods (CPG) sector. Popular brands like Primal Kitchen, Siete, and Simple Mills are leading the charge, marketing products free of commonly used oils like canola, soybean, and sunflower. Why the shift? Studies suggest that high omega-6 fatty acid content in these oils can contribute to chronic inflammation, potentially exacerbating issues like heart disease and autoimmune conditions.

Consumer demand for transparency and healthier alternatives has been key. Products labeled as seed oil-free saw a 17% growth in sales in 2024. This trend spans categories from potato chips to salad dressings. Lesser Evil’s avocado oil-based popcorn and Tessemae’s seed oil-free condiments are excellent examples of brands riding this wave. Even fast-casual restaurants like Chipotle have begun to market dishes made without seed oils to meet customer preferences.

This trend is also influencing the natural food aisle, with brands like Hu Kitchen creating chocolates free of inflammatory oils, and health influencers driving awareness through social media. As consumers become increasingly educated about ingredients, the push for cleaner labels will likely extend into 2025 and beyond. For health-conscious startups, leaning into seed oil-free formulations could provide a significant competitive edge.

🌟 Other News

• 🏃Barry’s Bootcamp expands in Spain, prepping its first studio in Madrid.

• 📈 Ultrahuman now owns 30% of the smart ring market, introducing cycling-specific tracking features.

• ⚽️ PUMA partnered with Manchester City to launch an AI-powered kit design platform for fans to create the 2026/27 third kit.

• 🏉 ESPN debuted ESPN Tailgate, a VR fan experience, in collaboration with Meta.

• 🧘 Alo Yoga opened its first Irish store on Grafton Street, Dublin.

• 🥤Coca-Cola and Pepsi plan to enter the prebiotic soda market in 2025, with Coca-Cola introducing “Simply Pop.”

• 🍻Athletic Brewing launched two “cocktail-inspired” non-alcoholic beers.

• 👟Represent and Puma will release a 12-piece collaborative streetwear collection on December 18th.

💰 Money Moves

Wellness Investments:

• Figs, a medical apparel brand, received a $1B takeover offer from Story3 Capital Partners.

• Concierge healthcare provider Sollis Health raised $33M in Series B funding.

• ModifyHealth, a food-as-medicine platform, secured $13.5M in a Series C round.

• Blackstone acquired a 20% stake in Indian snack maker Haldiram for $1.6B.

• Health-focused ramen brand immi raised $3M in equity funding.

• AG1 is projected to close 2024 with $600M in revenue.

Human Performance Investments:

• Lucra, a social gamification startup, raised $10M, with NBA MVP Giannis Antetokounmpo among the investors.

• CoachIQ, a platform for sports coaches, secured $1.3M in pre-seed funding.

• Golf tech company Albatross Golf raised $675K to expand its franchise and launch new tech solutions.

• The Unrivaled Women’s Basketball League secured $28M from a star-studded investor lineup.