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Here’s your weekly roundup of news, trends, and stories in the health and fitness space. A list of what’s happening, new innovations, interesting finds, and more.

This week we’re covering:

• Whoop unveils new devices.
• Gymshark shines at London Hyrox.
• Nordic fitness is the next hot trend.
• And more...

Hope you enjoy!

Recent Headlines

Whoop unveils new 5.0 and MG (medical grade) devices. With a focus on health & longevity features that include healthspan and pace of aging, daily blood pressure insights, heartscreener with ECG, women’s hormonal insights, and an updated sleep score.

• This is the biggest step Whoop’s taken in a long time. They’re not just trying to be your fitness tracker, they want to be your daily health dashboard. And it makes sense with the direction the space is moving. Yeah, people care about performance, but a majority of people probably care more about living longer, feeling better, and understanding their bodies. This launch puts Whoop in a great spot within the longevity movement.

Ōura unveils new metabolic health features. Including a Meals feature where you take a photo of your food and their AI analyzes for feedback on nutritional components. All pairing with their Stelo Glucose Biosensor to track glucose levels directly in the app.

• Now on the other side of the wearables war, Ōura’s unveiling feels a bit more down the lane of lifestyle coaching, rather than performance and longevity. Features that are there in real time to give you actionable insights. But I will say, this excites me less than Whoop for one simple reason. Ōura’s update is mostly tied to you also wearing their Stelo Glucose Biosensor. One of my gripes with wearables these days is that there are so many of them, all tracking slightly different things. Wear this, wear that, track everything. It can be exhausting and sometimes I just want one simple wearable that tells me the 80/20 of what I need to know.

Function Health acquires Ezra. A full body MRI that is FDA cleared, and can detect cancer and other health issues. An acquisition that pairs Function’s extensive lab testing with Ezra’s body imaging to give consumers a complete view of their health.

• People are not talking enough about how these modern health companies are completely revolutionizing care. Do you know how much MRI’s typically cost? Usually between $1,500 and $3,000. And now Function is offering Ezra’s Full Body MRI scans for just $499. Pair that with Function’s $500 lab testing for 100+ biomarkers and you are getting a royalty-like health stack for just $1,000. It’s crazy how quickly this space is moving and how accessible the care is for most consumers.

Gymshark’s creative activation at London Hyrox. The “Lon-drette”, aimed at being a retro laundromat and tailor combined. Stitching athlete’s Hyrox patches on clothing, giving away Puresport electrolytes, and GYMSPIN bio detergent.

• This was a creative win that all started with the realization that most people do nothing with their Hyrox patches. They end up tossed in a drawer collecting dust. Most brands would shrug that off. But Gymshark saw an opportunity and built an immersive, thoughtful activation that actually added value to the athlete’s experience. It’s a reminder that great brand moments aren’t always about gear drops or product giveaways. Sometimes, the best move is putting the consumer first, even if your logo/product isn’t front and center. Building brand affinity in the process.

Nordic Strong opening NYC studio. The Nordic-inspired fitness concept is first making it’s U.S. debut with a summer pop-up in Sag Harbor. Followed by opening their flagship location in NYC’s Flatiron district this fall.

• I’m gonna be honest, I did not know what Nordic-inspired fitness was before today. But after reading about it, I could see a studio like this doing really well.  The studio itself has a luxury minimalism look to it, and the classes fit what’s popular today like pilates and low-impact training, but with a Nordic spice to it (which according to my research, it’s basically exercises that mimic everyday activity like lifting, carrying, and dragging). Fitness trends come and go with the wind. It’s all about whatever is hot in the streets. And this is a trend I can see being successful. Calling my shot now on Nordic-fitness, let’s revisit this in 2026.

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