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Big Tech carries Wall Street to the close of its winning, roller-coaster week

Big Tech stocks carried Wall Street Friday to the close of a winning, roller-coaster week, one that saw markets swing from fear to relief and back to caution because of President Donald Trump’s trade war. The S&P 500 rose 0.7% to add some more to a big three-day rally, and it’s back within 10.1% of […]

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Big Tech stocks carried Wall Street Friday to the close of a winning, roller-coaster week, one that saw markets swing from fear to relief and back to caution because of President Donald Trump’s trade war.

The S&P 500 rose 0.7% to add some more to a big three-day rally, and it’s back within 10.1% of its record set earlier this year. Spurts for Nvidia and other influential tech stocks sent the Nasdaq composite up a market-leading 1.3%.

But they masked a mixed day of trading on Wall Street, where more stocks fell within the S&P 500 than rose, and the Dow Jones Industrial Average added only a modest 20 points, or 0.1%.

Alphabet climbed 1.7% in its first trading after Google’s parent company reported late Thursday that its profit soared 50% in the beginning of 2025 from a year earlier, more than analysts expected.

Alphabet is one of the biggest companies on Wall Street in terms of size, and that gives its stock’s movements extra influence on the S&P 500 and other indexes. Another market heavyweight, Nvidia, was also a major force pushing the S&P 500 index upward after the chip company rose 4.3%.

They helped offset a 6.7% drop for Intel, which fell even though its results for the beginning of the year also topped expectations. The chip company said it’s seeing “elevated uncertainty across the industry” and gave a forecast for upcoming revenue and profit that fell short of analysts’ expectations.

It wasn’t just Intel. Roughly three out of every five stocks in the S&P 500 sank, including Eastman Chemical, which dropped 6.2% after it gave a forecast for profit this spring that fell short of analysts’ expectations.

CEO Mark Costa said that the “macroeconomic uncertainty that defined the last several years has only increased” and that future demand for its products “is unclear given the magnitude and scope of tariffs.”

Skechers U.S.A., the shoe and apparel company, pulled its financial forecasts for the year due to “macroeconomic uncertainty stemming from global trade policies” even though it just reported a record quarter of revenue at $2.41 billion. Its stock fell 5.3%.

Companies across industries have increasingly been saying the uncertainty created by Trump’s tariffs is making it difficult to give financial forecasts for the upcoming year.

Stocks bounced back from a steep slide on Monday on hopes that Trump may be softening his approach on trade and his criticism of the Federal Reserve, which had earlier shaken markets. The hope is that if Trump rolls back some of his stiff tariffs, he could avert a recession that many investors see as otherwise likely because of his trade war.

But Trump’s on-again-off-again tariffs may nevertheless be pushing households and businesses to alter their spending and freeze plans for long-term investment because of how quickly conditions can change, sometimes seemingly by the hour.

“Business owners scrambling to figure out their supply chains and exposure to tariffs is more than just a distraction,” according to Brian Jacobsen, chief economist at Annex Wealth Management. “It could be an existential threat, especially for smaller businesses that don’t have the scale or resources to have the same supply chain flexibility as larger firms.”

All told, the S&P 500 rose 40.44 points to 5,525.21. The Dow Jones Industrial Average added 20.10 to 40,113.50, and the Nasdaq composite jumped 216.90 to 17,382.94.

In stock markets abroad, indexes rose modestly across much of Europe following more mixed movements in Asia. Tokyo’s Nikkei 225 jumped 1.9%, but stocks in Shanghai slipped 0.1%.

In the bond market, Treasury yields eased some more, and the yield on the 10-year Treasury fell to 4.25% from 4.32% late Thursday.

It’s been generally falling since approaching 4.50% earlier this month in a surprising rise that suggested investors worldwide may have been losing faith in the U.S. bond market’s reputation as a safe place to park cash.

Yields have dropped as several reports on the U.S. economy have come in weaker than expected, bolstering expectations that the Federal Reserve may cut interest rates later this year to support growth.

A report on Friday morning said sentiment among U.S. consumers sank in April, though not by as much as economists expected. The survey from the University of Michigan said its measure of expectations for coming conditions has dropped 32% since January for the steepest three-month percentage decline seen since the 1990 recession.

The value of the U.S. dollar meanwhile held steady against the euro and other rival currencies. It’s been recovering some of its sharp, unexpected losses from earlier this month that had rattled investors.



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College grads face toughest job market in 10+ years as hiring slows

By CHRISTOPHER RUGABER, AP Economics Writer WASHINGTON (AP) — While completing a master’s degree in data analysis, Palwasha Zahid moved from Dallas to a town near Silicon Valley. The location made it easy to visit the campuses of tech stalwarts such as Google, Apple, and Nvidia. Zahid, 25, completed her studies in December, but so […]

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By CHRISTOPHER RUGABER, AP Economics Writer

WASHINGTON (AP) — While completing a master’s degree in data analysis, Palwasha Zahid moved from Dallas to a town near Silicon Valley. The location made it easy to visit the campuses of tech stalwarts such as Google, Apple, and Nvidia.

Zahid, 25, completed her studies in December, but so far she hasn’t found a job in the industry that surrounds her.

“It stings a little bit,” she said. “I never imagined it would be this difficult just to get a foot in the door.”

Young people graduating from college this spring and summer are facing one of the toughest job markets in more than a decade. The unemployment rate for degree holders ages 22 to 27 has reached its highest level in a dozen years, excluding the coronavirus pandemic. Joblessness among that group is now higher than the overall unemployment rate, and the gap is larger than it has been in more than three decades.

The rise in unemployment has worried many economists as well as officials at the Federal Reserve because it could be an early sign of trouble for the economy. It suggests businesses are holding off on hiring new workers because of rampant uncertainty stemming from the Trump administration’s tariff increases, which could slow growth.

“Young people are bearing the brunt of a lot of economic uncertainty,” Brad Hersbein, senior economist at the Upjohn Institute, a labor-focused think tank, said. “The people that you often are most hesitant in hiring when economic conditions are uncertain are entry-level positions.”

The growth of artifical intelligence may be playing an additional role by eating away at positions for beginners in white-collar professions such as information technology, finance, and law.

Higher unemployment for younger graduates has also renewed concerns about the value of a college degree. More workers than ever have a four-year degree, which makes it less of a distinguishing factor in job applications. Murat Tasci, an economist at JPMorgan, calculates that 45% of workers have a four-year degree, up from 26% in 1992.

While the difficulty of finding work has demoralized young people like Zahid, most economists argue that holding a college degree still offers clear lifetime benefits. Graduates earn higher pay and experience much less unemployment over their lifetimes.

The overall U.S. unemployment rate is a still-low 4.2%, and the government’s monthly jobs reports show the economy is generating modest job gains. But the additional jobs are concentrated in health care, government, and restaurants and hotels. Job gains in professions with more college grads, such as information technology, legal services, and accounting have languished in the past 12 months.

The unemployment rate has stayed low mostly because layoffs are still relatively rare. The actual hiring rate — new hires as a percentage of all jobs — has fallen to 2014 levels, when the unemployment rate was much higher, at 6.2%. Economists call it a no-hire, no-fire economy.

For college graduates 22 to 27 years old, the unemployment rate was 5.8% in March — the highest, excluding the pandemic, since 2012, and far above the nationwide rate.

Lexie Lindo, 23, saw how reluctant companies were to hire while applying for more than 100 jobs last summer and fall after graduating from Clark Atlanta University with a business degree and 3.8 GPA. She had several summer internships in fields such as logistics and real estate while getting her degree, but no offer came.

“Nobody was taking interviews or responding back to any applications that I filled out,” Lindo, who is from Auburn, Georgia, said. “My resume is full, there’s no gaps or anything. Every summer I’m doing something. It’s just, ‘OK, so what else are you looking for?’”

She has returned to Clark for a master’s program in supply chain studies and has an internship this summer at a Fortune 500 company in Austin, Texas. She’s hopeful it will lead to a job next year.



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WithU Unveils TrvlWell, Embeds Digital Wellness Into Travel

Priority Pass members can now tap into TrvlWell’s digital wellness tools, built to ease jet lag, fatigue and travel anxiety WithU, the U.K.-based fit tech parent company of fitness platform Mvmnt, is expanding into travel wellness with the launch of TrvlWell, a new B2B platform created in partnership with the venture capital arm of The […]

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Priority Pass members can now tap into TrvlWell’s digital wellness tools, built to ease jet lag, fatigue and travel anxiety

WithU, the U.K.-based fit tech parent company of fitness platform Mvmnt, is expanding into travel wellness with the launch of TrvlWell, a new B2B platform created in partnership with the venture capital arm of The Collinson Group, the company behind global airport lounge network Priority Pass.

The move positions WithU at the forefront of the travel wellness space, offering a plug-and-play solution that integrates into partner platforms and enables brands to provide wellness support to customers ranging from jet lag management and nutrition guidance to fitness tips and relaxation techniques.

To mark its debut, TrvlWell is launching a global partnership with Priority Pass, giving members access to digital wellness content embedded directly in the Priority Pass app. The experiences are organized into categories like Rest Easy, Stay Sharp, Fly Well and Feel Calm to ease common travel stressors.

“We are delighted to announce the launch of TrvlWell as we embark on our collaboration with Priority Pass,” TrvlWell CEO Edward Hewett said. “Priority Pass is not only an industry leader but a clear example of the success that comes from enriching the traveler experience. Our shared values and complementary visions will allow us to take the important steps required to transform the role of well-being within travel for the benefit of customers and businesses alike. And this is just the start of our journey at TrvlWell. As we look forward to expanding beyond a digital experience to provide businesses with a way to offer their members the full spectrum of personalized health and wellness recommendations wherever they are in the world.”

Collinson CEO Christopher Evans noted that the partnership reflects Priority Pass’ mission to enhance its members’ travel experience at every stage of their journey.

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“With TrvlWell, we’re taking travel well-being and relaxation to the next level, empowering members to support their mental and physical wellness long after they’ve left the comfort of a lounge, wherever they are in the world,” he said.





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From Stadiums to Screens: JioStar’s ‘TATA IPL 2025: A Year of Firsts’ Report Highlights how a Billion Viewers Came Together To Celebrate Cricket

Bengaluru, June 26, 2025: JioStar, in partnership with Media Partners Asia (MPA), today released its TATA IPL 2025: A Year of Firsts report at the APOS conference, organized by MPA in Bali. The report captures how Tata IPL 2025 became one of the most successful seasons in the league’s history, setting new benchmarks with multiple […]

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Bengaluru, June 26, 2025: JioStar, in partnership with Media Partners Asia (MPA), today released its TATA IPL 2025: A Year of Firsts report at the APOS conference, organized by MPA in Bali. The report captures how Tata IPL 2025 became one of the most successful seasons in the league’s history, setting new benchmarks with multiple records and industry firsts. JioStar transformed the IPL experience across both linear and digital – reimagining how fans, brands, and partners connect with live sport. Rooted in user-centric design thinking, the broadcaster crafted seamless, personalized viewing journeys that spanned devices, formats, and languages – ensuring every screen, whether big or small, offered an experience that felt deeply personal and inclusive.

“TATA IPL 2025 was a season where the lines between sport, storytelling, and shared experiences truly blurred. It wasn’t just about broadcasting matches – it was where creativity, culture and commerce converged, with fan connections at the heart of it all. At JioStar, we set out to make every screen feel personal, every interaction meaningful, and every moment unforgettable. From deep consumer journeys to a rich spectrum of viewing experiences, this was a celebration of fandom in all its forms. The real success of the IPL isn’t measured in numbers, but in the moments that moved millions.” said Sanjog Gupta, CEO – Sports & Live Experiences, JioStar.

Whether Connected TV or mobile, the experience was designed to be intuitive, immersive, and insight-driven unlocking new value for every stakeholder in the ecosystem. This design philosophy not only enhanced fan engagement but also unlocked new opportunities for advertisers and distribution partners through flexible solutions, targeted reach, and measurable outcomes across every platform. The result was a tournament that became a showcase for industry-first achievements. 

From Stadiums to Screens: JioStar’s ‘TATA IPL 2025: A Year of Firsts’ Report Highlights how a Billion Viewers Came Together To Celebrate Cricket

A Year of Firsts: Key Highlights from IPL 2025

Scale

  • 1.19B total reach: 537MN on TV and 652MN on digital – TATA IPL 2025 on JioStar Network recorded the biggest reach ever 
  • 47% of IPL viewers on Star Sports were women
  • The IPL Final attracted 426M (189MN on TV and 237MN on digital) reach during the final 
  • JioHotstar grew to 300 million subscribers. 1.04BN app downloads on Android 
  • 55.2M peak concurrency 
  • 235 million reach on Connected TV
  • 417 million reach on mobile phones
  • 514BN minutes of tournament watch-time
  • 129 million viewers watched on Star Sports HD 
  • 840 billion minutes watch-time 

Engagement

  • MaxView 3.0 used by 30% of mobile viewers
  • Regional language feed growth YoY: Hindi: 31%; Telugu: +87%; Tamil: +52%; Kannada: +65%; Bengali: +34%; Haryanvi: 47%
  • 3.83B social interactions
  • 44% of TATA IPL viewers on mobile experienced the thrill of  ‘Jeeto Dhan Dhana Dhan’ play-along game 

Brand

  • It was a Year of the Advertisers on JioStar, with 425+ advertisers; 270+ debutants across 40 unique categories
  • From market leaders to challengers, 32 brands across 9 categories leveraged Nielsen’s third party measurement

Technology

  • TATA IPL 2025 on JioStar was one of the most immersive and engaging viewing experiences ever 
  • Multi-Cam in 16:9: Viewers could switch between multiple camera feeds (Batter Cam, Bowler Cam, Stump Cam) in 16:9 resolution on the JioHotstar app
  • 360degree/ VR Streaming: Fans could enjoy live matches with an immersive 360° view on their mobile devices, or step into the action in Virtual Reality using devices like JioDive.
  • MaxView 3.0: A vertical viewing experience that lets fans swipe up to catch key match moments or swipe sideways for alternate camera angles
  • Voice Assisted Search on CTV: Connected TV viewers could search using voice commands, enabling a more intuitive, hands-free experience
  • Introduction of Free Ad-supported Streaming TV (FAST) channels dedicated to TATA IPL, offering non-stop cricket content without a subscription 
  • AI – Powered Match Highlights: Full match highlights auto-generated using Al, available within minutes post-match
  • AI led Live Translation of Cricket Experts: Real-time Al translations of live commentary helped regionalize cricket insights and make expert analysis accessible across languages
  • Audio Descriptive Commentary for the visually impaired 
  • Indian Sign Language Interpretation for the live matches

The full report can be downloaded at www.jiostar.com and www.aposlive.com

As JioStar looks to the future, IPL 2025 offers a powerful blueprint for how technology, storytelling, and deep customer focus can converge to deliver  truly unmissable, multi-screen experiences for fans, brands alike.


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Inside the Nike innovations aiding Faith Kipyegon’s Breaking 4 attempt

Faith Kipyegon is already the fastest woman miler in history, but later today she is aiming to cover the distance in less than four minutes. That time was once the unthinkable milestone for any runner until Roger Bannister beat it in 1946. Now, more than seven decades later, Kipyegon — the three-time Olympic gold medalist […]

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Faith Kipyegon is already the fastest woman miler in history, but later today she is aiming to cover the distance in less than four minutes.

That time was once the unthinkable milestone for any runner until Roger Bannister beat it in 1946.

Now, more than seven decades later, Kipyegon — the three-time Olympic gold medalist in the 1500m and world record holder in the mile (4 minutes, 7.64 second) — will attempt to be the first woman to beat that iconic time in Breaking 4, the latest moonshot event organized by her longtime sponsor, Nike. Helping her prepare and achieve this lofty goal has been comprehensive support from the Nike Sport Research Lab (NSRL) and the company’s innovation team.

“These projects feel like a dynamic puzzle,” said NSRL VP/Women’s Research Amy Jones Vaterlaus. “There’s lots of pieces you need to put in place, but there’s lots of pieces that don’t even exist.”

As with Kipchoge’s attempt, Nike will utilize pacers — runners surrounding Kipyegon to help reduce air resistance — in a way that will disqualify Breaking 4 from an official world record, but it did recently share details about two other areas of significant innovation: apparel and footwear.

And those advances could lead to new professional and consumer products to help drive Nike’s business. A new Kipyegon collection of running apparel and footwear has already been announced, and more could be in the works. Moonshots like this allow the R&D team to think radically.

“We take risks,” said Brett Kirby, Nike Principal Scientist for Applied Performance Innovation. “We have to break natural assumptions to stretch out and do things that we might not normally do and just optimize for the challenge.”

“So many of the things we invented and studied during this process will lead us to future innovation systems that can benefit all athletes,” added Carrie Dimoff, a senior manager in Nike’s Innovation Footwear department. “All of these, we hope, could come to life for the future for other athletes.”

Faith Kipyegon is shown training for her Breaking 4 attempt.
Faith Kipyegon is shown training for her Breaking 4 attempt. Courtesy of Nike

Just as Nike’s groundbreaking line of Vaporfly running shoes debuted during Eliud Kipchoge’s Breaking 2 — when Nike tried helping the marathoner be the first to cover the distance in less than two hours — so too will Kipyegon don footwear with new innovations: the lightest yarn ever used for the upper part of the shoe, the largest air unit for energy return and a new outsole with a carbon fiber plate and six 3D printed titanium racing spikes. (Kipchoge, incidentally, is a training partner and mentor of Kipyegon.)

Kipyegon will also wear a bespoke racing suit of light material pocked by Aeronodes: small half-spheres on the apparel to limit drag from air as she runs 15 miles per hour.

“It feels so great. It feels very light,” Kipyegon said in a video call last week. “You feel so comfortable. You feel like you don’t have anything on your body.”

She will also be wearing a custom sports bra made of Nike FlyWeb, a 3D-printed TPU material (a flexible rubber/plastic hybrid) that is designed to manage moisture better than any other material. It is the first 3D-printed, high-performance apparel ever made by Nike.

“That really underscores the power of designing innovative and advanced products specifically for women,” said Lisa Gibson, Nike Senior Product Manager, Innovation. “By doing so, that promotes further development in technology that is ultimately going to benefit all athletes.”

The venue for the race, Stade Charléty in Paris, is notable as the track where Kipyegon has previously set the 1500- and 5000-meter world records. It also has a Wavelight installed, a system of lights along the inner track that can visualize the pace a runner needs to maintain.

In taking on this challenge, Kipyegon said she strives “to empower the next generation” and added, “My message to young girls, especially small ones like my daughter Alyn, is not to limit themselves. They have to dream and make their dreams valid, because the next generation is looking up to us to show them the way.”

Breaking 4 will be broadcast Thursday at 2pm ET on Prime Video as well as Nike’s YouTube, Instagram and TikTok accounts.



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8 opportunities for sports retail

The price war in sports retail reduces margins and damages the brand image and credibility in the long term. Adler therefore relies on brand optimization using dynamic price management with AI-supported price algorithms. This allows factors such as demand, competitor prices, seasonality and stock levels to be analyzed in real time. Prices are adjusted flexibly […]

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The price war in sports retail reduces margins and damages the brand image and credibility in the long term. Adler therefore relies on brand optimization using dynamic price management with AI-supported price algorithms.

This allows factors such as demand, competitor prices, seasonality and stock levels to be analyzed in real time.

Prices are adjusted flexibly and strategically in order to maximize sales and margins – and remain competitive at the same time. Adler adds:

‘The idea is not fundamentally new and has been used in dynamic pricing with machine learning for years. What is new is the speed, accuracy and depth of data.

Thanks to AI-controlled price adjustments in real time, the online price of bicycle accessories, for example, can react flexibly to demand, stock levels and competition. This protects margins, especially during seasonal peaks. AI can also be used to tailor offers even more precisely to customers.

Risk: Frequent price changes can create mistrust among customers and damage the brand image in the long term. In addition, AI can screen competitors through data analysis of prices, discounts, bestsellers and customer behavior and thus spark targeted price wars through dynamic price adjustments that put everyone under pressure. Adler warns:

Instead of engaging exclusively in price competition, retailers should focus on customer loyalty, personalization and high-quality products. Consumers are willing to pay more for added value and trust. It is therefore important to find a balance between competitive prices and sustainable profitability.



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Is AI Taking Over the Fitness World? Yes and No, Say Industry Experts

Top minds tackled the fitness industry’s most revolutionary, and possibly intimidating, topic head-on at the ATN Innovation Summit Artificial intelligence (AI) isn’t here to end us. Instead, it’s here to extend us.  That was the underlying theme when Benjamin Donhardt, co-founder and CEO of SupaFitGrow; Rose Minar, chief marketing and experience officer of Lift Brands; […]

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Top minds tackled the fitness industry’s most revolutionary, and possibly intimidating, topic head-on at the ATN Innovation Summit

Artificial intelligence (AI) isn’t here to end us. Instead, it’s here to extend us. 

That was the underlying theme when Benjamin Donhardt, co-founder and CEO of SupaFitGrow; Rose Minar, chief marketing and experience officer of Lift Brands; Wendy White, chief marketing officer of Daxko; and Christopher Appiah, founder and CEO of The Sales Arms, joined moderator Eric Malzone on stage at the ATN Innovation Summit 2025.

After sharing intel from each individual’s unique sector of the industry, the group agreed: this tech isn’t a primary threat to the job market, at least not for those who use it.

“AI is not going to replace humans, but humans who use AI will definitely replace humans who don’t,” said Minar. “We’ve got to embrace it so we as humans can do what we’re good at.”

What You Need To Know About AI

Despite the group’s confidence in AI, there’s still an abundance of large and small-scale fitness operators skeptical of it. Much of that stems from a lack of understanding when it comes to the tech’s capabilities. 

“There’s not enough education in this industry around AI and how it can help us grow,” said Donhardt. “That key word is ‘help.’ A lot of people think AI is going to take their jobs and it’s going to do everything for them when that’s completely wrong. It’s ‘how can AI help me do this,’ not do it for me.”

If that sounds like you, fear not. There’s no shortage of ways for brands to begin leveraging AI, those being content creation or through advertising. Minar agreed, noting some strides Lift Brands, the parent company of Snap Fitness and Fitness On Demand, has already made on the marketing side with help from AI.

ATN Innovation Summit for fitness and wellness, Rose Minar
From left: Wendy White, Rose Minar and Christopher Appiah (credit: Flickman Media)

“AI is optimizing our campaigns, whether it be targeting the right audiences or using dynamic content creation to manage all that AB testing,” Minar said. “It’s a complex world out there (in) digital marketing, and some of these AI tools that are now native within the platforms allow our franchisees to have easier approaches going out and doing their local marketing themselves. So coming from the top with us, the franchisor level, but then also at the franchisee level, we’ve seen great success.”

AI ‘Doesn’t Sleep’ but It Also Can’t Match the Human Touch

Aside from that, AI is impactful when it’s assisting with the lead-to-sale pipeline. Donhardt highlighted that as the biggest pain point operators often deal with while running their business. He also highlighted AI’s ability to alleviate it.  

“AI doesn’t sleep,” said Donhardt. “AI doesn’t get sick. It can work on weekends. If you’re hesitant to use AI for that part of your sales process, you’re missing out. It can contact the lead straight away, in three minutes, two minutes, one minute…You can train it on how you want it to speak to its leads.” 

Appiah agreed AI is something fitness operators need to embrace, especially in a sales context when vetting through busy work. But he also thinks the element of human connection shouldn’t get lost in the process; in fact, he views it as a way for brands to separate themselves from the pack going forward. 

“There’s so many modalities and so many studios that are opening up with AI automation,” he said. “We’re all tending to use the same thing, right? So what is setting us apart? I believe that that human connection is what differentiates you from your competitor within your market.”

Appiah mentioned connecting with new members to “set the tone” of their experience and the act of reaching out to members who haven’t been in for a visit in some time as key areas where a personal approach shines brightest. 

“We need the guidance,” he said. “I think a lot of people are falling short in just putting out automation and hoping that the people on the other side understand how to utilize their facility to reach the goals that they want to achieve.”

While AI might not take someone’s job, it will take over their search metrics. White noted that today, 40 to 50% of local gym leads come from someone typing in “gym near me.” Now with most search engines using AI at the front end of their platforms, fewer searchers are being sent to brand websites. As a result, traffic and potential conversions are going down. 

Wendy White at ATN Innovation Summit
Benjamin Donhardt and Wendy White (credit: Flickman Media)

“So for a local gym, be it a boutique studio or any kind of local gym, knowing and understanding the impact of AI search on member acquisition is critical,” White added. “One of the best things you can do for your gym is automate your request process in your member journey to ask for Google reviews to keep your reviews as fresh and relevant to your gym as possible so they still show up in the (search engine results page), even on the AI page.”

Choosing the Right Platform 

The speed at which new AI platforms are coming out can also deter brands from linking up with one. With a shiny new object coming out every day, it’s easy for your eyes to stray and never settle on a selection. 

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Man and woman at gym looking at smart tablet

“The pace is insane,” said White. “It’s my full-time job to do this, and I can barely keep up.”

But Donhardt explained the key to locating the right platform for your business isn’t as complicated as it might seem. The most important factor in finding the right provider isn’t so much about the tech itself, but the people behind it.  

“Do they have the same core values as you did? You need to build the relationship and be on the same page,” Donhardt said. “If you’re not on the same page, it won’t work.”

Appiah also endorsed the importance of compatibility, noting that it’s vital for brands to work with AI providers whose platform fits with the tech their brand already has deployed, or is at least adaptable to it in some form. 

“A lot of AI companies are popping up left and right, and there are a lot of great salespeople working for those AI companies,” he said. “People get on that call, they meet whoever, they sell them on it and then they realize that the platform doesn’t speak to any of the tech they’re using. Now, the texts aren’t going out correctly, it’s not speaking to the booking platform and you have a terrible customer experience.”

While all these potential pitfalls might seem daunting, once maneuvering around them, brands should expect to reach unforeseen levels of operational efficiency. 

“We’re moving into an era of incredible automation and we all need to embrace that,” said White. “It is scary, because there are jobs that are going to go away, but on the other hand, there’s going to be people who are going to provide way more value than they ever could before, because they’re not weighed down by those daily operational tasks.”

“We’re in an exciting industry,” Donhardt added. “Have fun with AI and don’t try to be too perfect.  Just have fun, fall forward and execute at speed.”

This article is based on a live discussion held during the ATN Innovation Summit 2025, a two-day event dedicated to the future of fitness and wellness. See here for more Innovation Summit coverage. 





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