Cost, convenience, and consistency are redefining access across health and fitness.
Strength training just got simpler
The American College of Sports Medicine updated its resistance training guidelines for the first time in 17 years.
- Based on 137 systematic reviews and more than 30K participants, the new Position Stand confirms that any amount of resistance training improves strength, muscle growth, power, and physical function.
- Whether it’s at the gym or at home, using weights, resistance bands, or bodyweight, participation matters more than perfect programming.
Ushering in a new era of strength training, the guidance supports the belief that the best routine is one that people will actually stick with.
Peloton is pivoting its strategy toward gyms
Peloton introduced the Commercial Series, its first bike and treadmill designed specifically for high-traffic gym floors.
- The equipment pairs Peloton’s digital platform and instructor-led classes with hardware engineered by Precor, the commercial equipment manufacturer Peloton acquired in 2021.
- Expanding beyond its core at-home fitness business, this is Peloton’s latest attempt to pivot as consumer hardware sales slow.
The machines will begin shipping to gym partners in late 2026, initially across the US, UK, Canada, Germany, Australia, and Austria.
Costco enters fertility care
Costco is partnering with Sesame and IVI RMA North America to expand access to fertility treatment.
- The retailer’s new program offers Costco members fertility consultations, diagnostic workups, and referrals to IVF specialists.
- Medication pricing is the centerpiece, promising up to 80% savings on fertility drugs — one of the biggest costs associated with IVF cycles.
- With one in six Americans facing infertility, the partnership aims to lower barriers around cost, navigation, and access.
From supplements and saunas to GLP-1s and fertility care, Costco is becoming a health wholesaler.
