What’s happening: NYC-based cycling and bootcamp concept AARMY entered global franchising with new locations slated for Singapore and Thailand.
Lock in. Co-founded by ex-SoulCycle trainer Akin Akman, the NYC studio and digital platform embraces structure, discipline, and mental toughness as tenets of a full-body, performance conditioning program.
Bringing credibility to a category in flux, AARMY enlists high-caliber athletes as coaches while modeling trainer standards after elite organizations like the WTA, NFL, and MLS.
Former powerhouse SoulCycle lost momentum, while CycleBar’s slowdown led XPOF to sell the brand. All in on strength, Peloton is equipping bikes for cross-training to retain users. Still exploring its potential, Barry’s took its RIDE x LIFT class to Germany.
Punchline: Indoor cycling isn’t dead, but its status is fading. Raising expectations, AARMY is betting on a performance ethos to usher in a new era.
We break down how fitness, wellness, and healthcare are converging — and what it means for business, culture, and capital.
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