Life Time Scales Supplement Line

Life Time is thinking beyond the gym.

The news: The premium health club operator unveiled LTH nutritional supplements.

Rebranding its existing product line, Life Time added 15 SKUs targeting gut health, anti-aging, and muscle-building — with pre-workout and protein bars in the works.

Available in-club or online, the company is also seeking distribution through Amazon.

All cylinders. Reporting a 19% jump in Q3 revenue, Life Time has members hooked.

Despite raising dues, it noted strong membership growth and utilization driven by demand for pickleball, personal training, and in-house longevity clinic MIORA.

Integrating LTH, Life Time is rounding out a 360° wellness approach while simplifying supplements for 71% of members feeling overwhelmed with options.

Taking Stock

Wellness is holistic, and brands don’t want to miss out by staying in their lane.

• Healthy meal service Factor launched a DTC supps subscription.
• Equinox tapped Thorne for exclusive supplement bundles for loyalty program members.
• Thinking beyond apparel, Alo added longevity and beauty ingestibles, NOBULL swallowed TB12’s supplements biz, and Reebok entered electrolytes and creatine.

Harnessing owned ecosystems, Mark Wahlberg’s forthcoming MUNICIPAL GYM will retail supplements, likely from his Performance Inspired brand.

Punchline: Consumers want effortless wellness. For Life Time and others, completing the lifestyle is an easy upsell.