{"id":150079,"date":"2026-02-13T17:08:14","date_gmt":"2026-02-13T22:08:14","guid":{"rendered":"https:\/\/athletechnews.com\/?p=150079"},"modified":"2026-02-13T17:08:16","modified_gmt":"2026-02-13T22:08:16","slug":"atn-week-in-review-fitness-pharma-are-growing-closer","status":"publish","type":"post","link":"https:\/\/athletechnews.com\/atn-week-in-review-fitness-pharma-are-growing-closer\/","title":{"rendered":"ATN Week in Review: Fitness & Pharma Are Growing Closer"},"content":{"rendered":"
This week, we break down why Pvolve’s recent partnership with Weight Watchers is so important amid the rise of GLP-1s, as well as the rise of “sweat-jetting” fitness travel<\/h5>\n\n\n\n

If you watched the Super Bowl last weekend, you probably noticed a couple of things: we\u2019re officially in the AI era, and the business of GLP-1s is booming.<\/p>\n\n\n\n

Telehealth giants took up an inordinate amount of Super Bowl advertising airtime<\/a> to push the benefits of weight-loss injections and pills. For fitness, there\u2019s a big opportunity: as more and more people take GLP-1s, they\u2019ll need to eat healthier and lift weights to maintain a healthy body composition.<\/p>\n\n\n\n

This idea is nothing new \u2014 it\u2019s been floating around in industry circles for two years now, at least. But the \u201cfitness-x-pharma\u201d economy is finally starting to take shape.<\/p>\n\n\n\n

This week, Pvolve inked a partnership with Weight Watchers to make its low-impact workouts available on the weight-loss platform<\/a>.<\/p>\n\n\n\n

Pvolve\u2019s deal with Weight Watchers is the biggest tie-up yet between a fitness brand and GLP-1 provider, but it follows in the footsteps of Club Pilates and Pure Barre partnering with Midi Health<\/a>, and F45 Training linking up with Joi + Blokes<\/a>.<\/p>\n\n\n\n

Whatever your thoughts are on big pharma and GLP-1s (and there are legitimate reasons to be skeptical), there\u2019s no denying that the movement represents a big opportunity for the fitness industry to position itself more squarely in the healthcare conversation.<\/p>\n\n\n\n

The \u2018Sweat-Jetting\u2019 Movement Presents Another Opportunity for Fitness<\/strong><\/h2>\n\n\n\n
\"boy
credit: Timur Shakerzianov on Unsplash<\/figcaption><\/figure>\n\n\n\n

Wellness tourism is booming, and there\u2019s plenty of room for fitness to get in on the action.<\/p>\n\n\n\n

In a new travel trends report, Tripadvisor coined the term \u201cSweat Jetting,\u201d a phenomenon where travelers are booking trips around race weekends like marathons and athletic experiences like Hyrox<\/a>.<\/p>\n\n\n\n

The trend is growing fast, per Tripadvisor, and it\u2019s good news for fitness brands.<\/p>\n\n\n\n

Many fitness brands are already making moves on this front. The aforementioned Hyrox is launching a cruise<\/a>, joining brands including Zumba<\/a>, Under Armour<\/a> and Club Pilates<\/a> in taking to the high seas. The next big thing in wellness travel? It might be fitness resorts, like Zamaya<\/a> in Tulum, Mexico, which offers a running track wrapped around its main building and recovery amenities like saunas, ice baths and a flotation chamber.<\/p>\n\n\n\n

More News & Notes<\/h2>\n\n\n\n