Let’s go girls *queue Shania Twain* ♪


FITAID CrossFit Athlete, Gabi Migala pulls her weight in leveling the playing field for men & women at the 2023 Berlin SemiFinals


The fitness industry is undergoing a remarkable transformation as there's been a significant rise in the participation and empowerment of women. Historically, there have been gender disparities within the fitness realm, deterring women from fully engaging in physical activities. However, recent studies and articles have shed light on a changing narrative. The fitness industry is becoming more female-centric, more inclusive, and more supportive of women looking to prioritize their health and well-being.


Breaking Down the Gender Gap at the Gym

An interesting read from Glamour highlights a gender gap that has been prevalent in gyms, acting as a barrier for women seeking to work out. The tide is turning. The male-dominated weight-room is no longer a forbidden zone for females. Gyms are increasingly focusing on creating a more welcoming environment for women. They are implementing initiatives such as women-only workout spaces, specialized classes, and diverse fitness programs tailored to women's specific needs. By addressing these gender disparities, the fitness industry is actively striving to make fitness accessible and enjoyable for women of all backgrounds and fitness levels.


Role Models in CrossFit & Weightlifting

CrossFit and weightlifting are two disciplines that are significantly changing the narrative surrounding women and lifting. Traditionally, weightlifting has been perceived as a male-dominated activity, with women often discouraged from engaging in heavy lifting due to societal norms and misconceptions. The idea that lifting makes girls bulky and inherently unattractive is becoming a notion of the past. CrossFit has been a game-changer, providing a platform for women to showcase their strength, athleticism, and capabilities in lifting heavy weights. CrossFit communities have fostered an environment that celebrates the achievements of women in weightlifting, emphasizing strength, technique, and performance rather than conforming to conventional beauty standards. By breaking down gender stereotypes and promoting inclusivity, CrossFit and weightlifting are empowering women to challenge their physical limits, build confidence, and redefine societal expectations surrounding femininity and strength. These disciplines are redefining fitness for females, inspiring women to embrace their inner strength and realize their full potential both inside and outside the gym.


FITAID Athlete and Pro-Weightlifter, Hunter Elam flexes her muscles and uses her platform to show being strong is beautiful.


Embracing the Digital Fitness Boom

Digital fitness has seen an extraordinary surge in recent years, and women are at the forefront of this movement. The Healthline article highlights how the digital fitness industry is empowering women by providing them with flexible workout options, personalized training programs, and access to a supportive online community. Virtual fitness platforms, mobile apps, and wearable technology have opened new doors for women to engage in fitness from the comfort of their homes or on the go. Social media enables women to connect with other like-minded individuals, share their fitness journeys, and inspire other users along the way. This democratization of fitness ensures that women can choose the mode and timing of their workouts, thereby eliminating potential barriers and increasing overall participation. Additionally, there is a growing emphasis on body positivity and embracing diverse body types, ensuring that women feel comfortable and confident in their fitness journeys.


Pursuing Gender Equity in Fitness

Gender equity in fitness is a significant topic of discussion. Fitness professionals, trainers, and organizations are actively working to dismantle stereotypes and biases. IDEAfit explores the discrepancy of the number of female vs. male trainers against the amount of female executives in the fitness industry. Advocating for equal representation in leadership positions is the next step towards greater equity. OrangeTheory is a prime example of a successful woman-owned workout franchise. The lack of female representation in high-ranking roles is not unique to the fitness industry, but is a major stepping stone towards a more inclusive and equitable world.


FITAID CrossFit Athlete Kelsey Kiel moves BIG weights while redefining the narrative of what it means to be strong and female.


The exciting and encouraging trend of the fitness industry is promising for women. The efforts made to bridge the gender gap at the gym, embrace digital fitness, show females what they’re capable of, and pursue gender equity are empowering women to prioritize their health and well-being. By providing tailored programs, safe spaces, and inclusive communities, the fitness industry is breaking down barriers and encouraging women of all ages, backgrounds, and fitness levels to engage in physical activities confidently. The evolving landscape of the fitness industry is not only shaping women's lives positively but also redefining societal norms and promoting health for all.


LIFEAID Beverage Co. Focuses on Australian Fitness Communities

Nutrition and Performance-based Beverage Brand Acquires Its Distribution Partner In Australia & New Zealand As It Expands Internationally

NEWS PROVIDED BY LIFEAID Beverage Co. | Apr 13, 2021, 04:30 ET

SANTA CRUZ, Calif., April 13, 2021 /PRNewswire/ -- This month, LIFEAID Beverage Co., a North American producer of acclaimed functional beverages focused on nutrition, performance and recovery, completed the purchase of its Australian & New Zealand distributor, Fit Trendz Pty Ltd. The financial terms of the purchase are undisclosed.

The Australia-based operation, focused on high quality health and wellness products, originally started distributing LIFEAID products in Australia and New Zealand in 2015.The purchase comes one year after LIFEAID Beverage Co. acquired its European distribution and marketing partner based in Amsterdam. The LIFEAID brand today has a presence in 22 countries globally."The passion for fitness and high intensity exercise like CrossFit, is global. And since we founded the brand in 2011, we intended to grow LIFEAID's presence internationally," says Orion Melehan, co-founder of LIFEAID.Currently, the global product extensions of the LIFEAID brand are present largely in their respective country's gym, health club and e-commerce channels. In 2021 the brand is focused on building its retail presence outside the U.S.

"Our brand is integrated into many fitness movements, and we are looking for strategic and authentic ways to get more cans in the hands of health conscious people all over the world," says Melehan.

"Fit Trendz has always aligned with the values and vision of LIFEAID Beverage Co. and are proud of what our team has accomplished distributing LIFEAID Beverage Co. products in Australia and New Zealand in just 5 short years. We look forward to continuing to build the LIFEAID brand and solidify the products within the Australian and NZ markets." Michelle Thorneycroft, Managing Director, LIFEAID Australia/New Zealand.

About LIFEAID Beverage Co.
With a focus on great tasting, wellness enhancing and solutions driven supplement products, LIFEAID Beverage Co. has become a trusted brand among health and performance consumers. Located in Santa Cruz, California, LIFEAID offers a range of "Vitamins You'll Actually Enjoy Drinking." Products include both RTD and powdered mix blends: FITAID, FOCUSAID, IMMUNITYAID, PARTYAID, and others. Visit lifeaidbevco.com to learn more.

Contact: Press@lifeaidbevco.com


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State of the Fitness Industry

Two-Brain Business conducted a comprehensive study on the current state of the fitness industry. A 59-question survey was sent to a 30,000-person email list as well as their Facebook group. The data that was collected from 6,000 gyms was analyzed by an outside consultant and packaged by Two-Brain Business.

Read it Here

Blue Ocean Strategy

The fitness space is crowded and now more than ever business owners are challenged with figuring out how to think outside the box to separate themselves from the competition. This book gives you the tools to create your own wide-open space or blue ocean.

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HindeSight  |  No. 54