At the ATN Innovation Summit, CEOs of top fitness brands discussed the future of content strategies amid the rise of artificial intelligence
As fitness brands navigate the rapidly evolving digital landscape, the race is being carried out to provide deep, personal content, not only high quality and scalable. Executives believe that artificial intelligence plays an important role.
At ATN Innovation Summit 2025, industry leaders took the stage to explore the evolving state of fitness content and distribution. The conversation moderated by Liz Plosser, founder of Best Case Scenario and former editor-in-chief of Women's Health, featured Echelon founder and CEO Lou Lentine, Sean Turner of Les Mills US, and Fitness On Demand CEO Andy Peat.
Strength training is king
Plosser kicked things out with questions about what modalities today look at. “The mobility was great,” Pete said, “strength training (and live classes).” He pointed out that fitness content is no longer limited to high intensity formats.
“There are also many ways of thinking and mental happiness,” Pete added.
Turner agreed that strength continues to grow, and emphasized that geographical differences are worth seeing.
“In China, for example, it's a little different for us. We see combat progress,” he says, referring to regional variations in modality preferences.
Hybrid fitness stays here
Lentine highlighted how content preferences now extend to both face-to-face and digital experiences.
“People don't just want to have it at home, they want to have it at the gym,” he said. “We produce strength machines, recovery and mobility. It's all about convenience and providing consumers with what they want.”
All three leaders agreed that hybrid fitness is no longer just a buzzword. Turner sees this as a return to post-Covid balance.
“There was a fear that digital might physically replace it, but what we see is that most people do both,” he said.
The panelists also discussed the complexity of producing large-scale high-quality content.
“We have 20 full-time instructors. They are also social and produce with all these different modalities,” Lentine said.
When asked about how to define value in today's saturated content market, Pete said it depends on the brand.
“For boutique studios, value maximizes space outside of live classes,” he explained. “Most people don't reform at home, so content should act as an on-demand option at times outside of class. For larger gyms, this value may be in allowing members to explore modalities themselves through screens and mobile apps.”
Can AI-generated content be replaced by humans?
The conversation has naturally turned to AI. Peat shares Fitness On Demand uses generation tools to create thousands of videos.
“The biggest thing I'm interested in is (about that): Will it replace the instructor?” he asked, but the content generated by Pilates AI was already “very close.”
Lentine discussed Echelon integration with Amazon Bedrock and the use of AI brands to improve content discovery. He added that AI will also drive training builders who scan gym floors and propose workouts based on available equipment.
Turner said Les Mills not only uses AI in areas such as “performance insights and helping coaches with coaching instructors,” but also uses “language-aware AI to actually improve performance” across the global network.
To end the session, panelists were asked to share what inspired them beyond fitness. Peat refers to hospitality.
“When you go to a hotel, you have personalization, your emotions, that's where you need fitness,” he said.
The panelists agreed fully. The future of fitness content is to maintain flexibility, smarter personalization and the power of human connection, even as AI and automation continues to grow.
