With yoga participation on the rise, YogaSix SVP of operations Kelly Turner shares how the Xponential-backed franchise is tapping into long-term wellness trends, global growth and a demand for more inclusive, accessible fitness

While Pilates may be dominating boutique fitness headlines, yoga is certainly capturing a sizable slice of the market as more wellness consumers turn to the mat for stress relief, mental clarity and long-term health. The numbers don’t lie: a 2024 data brief from the Centers for Disease Control and Prevention found that one in six Americans practices yoga, with women twice as likely as men to engage in the ancient practice.

Leading the surge is YogaSix, now the largest franchised yoga brand in the U.S. Backed by boutique fitness and wellness franchisor Xponential Fitness, the brand has nearly 200 studios nationwide, a pipeline of new locations in development and recent international debuts in Germany and Japan, demonstrating clear signs of growing global demand for holistic, accessible fitness.

To understand what’s fueling yoga’s rise and where it’s headed next, Athletech News spoke with Kelly Turner, senior vice president of operations at YogaSix, who says today’s yoga practitioners are showing up for far more than just a good stretch.

“The last 20 years, the emphasis has definitely been on the physical benefits,” Turner said. “But now more and more are coming to the mat with the desire to either complement the rest of their daily activities, stress management or general relaxation… in addition to the physical benefits of getting stronger and more flexible. An emphasis on aging well, maintaining mobility and decreasing cortisol are all benefits of a consistent yoga practice as well. The beautiful thing is, no matter what brings a person to their yoga mat, they are there for the right reason.”

From Alt Culture to All Walks

Yoga’s evolution in the U.S. reflects broader shifts in consumer behavior and in who’s showing up to practice. Once associated with the counterculture of the ’60s and ’70s, yoga has steadily shed its “hippie” reputation and now appeals to a far more diverse demographic.

“In the west, in the 60s, 70s and 80s, the stereotypical yoga practitioner was often perceived as a super crunchy, flexible or spiritual type,” Turner says. “Not that there’s anything wrong with it! In the 90s, the more physical and even acrobatic styles of power yoga gained popularity, through the promotion of celebrities like Madonna. The early aughts continued that trend of more physically focused yoga, with participation skewing heavily female compared to men. Over the last 10–15 years, we’ve steadily seen the number of men practicing yoga increase.”

A changing base of yoga fans is matched by YogaSix’s commitment to inclusivity. The brand has designed its offerings to meet a wide range of needs, from high-intensity formats like Y6 Sculpt & Flow, Power Flow and Signature Flow to slower-paced sessions like Y6 Restore and Y6 Slow Flow. For those training or recovering, Y6 Mobility and TRX classes round out the lineup.

“These days, you’re just as likely to find an incredibly diverse group in terms of age, flexibility and strength levels and socio-economic backgrounds,” Turner says. “Because everyone can benefit from a yoga class… whether they take one class a month or five classes a week.”

Turner credits the brand’s accessibility-focused programming as a key differentiator.

“Our methodology is also such that no matter your experience level, you’ll feel successful,” she says. “We explain things in a super digestible way, giving tons of options whether you want to dial up the intensity or bring things down.”

Yoga as Recession-Proof Self-Care

During a time of economic uncertainty and as wellness spending changes, yoga appears to be weathering the storm better than most. Turner points to her own experience as proof.

“I’ve maintained a yoga membership since my college days, even when I was making peanuts,” she says. “Because I could go every single day! The value was there. Add to that, the community of people I met and became connected with have helped carry me through great times and hard times.”

That mindset, she says, is now more widespread.

“In general, I think yoga and fitness investments have shifted away from being seen as a luxury item and are now considered by many to be an essential part of their monthly budget,” Turner explains. “The benefits of a good workout (and yes, yoga is an amazing workout) outlast a massage, a meal out, a movie.”

Welcoming Vibes, Major Reach

YogaSix’s rise, according to Turner, is rooted in its approachable ethos and scalable franchise model, which have allowed the brand to grow rapidly while maintaining its “for everyone” identity. As it enters new markets, the brand continues to build strong community ties and sustained member engagement.

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“First and foremost, it’s our vibe,” she says. “YogaSix has always been for everyone. Whether you are a high school, collegiate or even professional athlete. A young professional or up-and-comer. A stay-at-home or working mom keeping your family’s shit together. A do-it-all dad. A couple who is determined to age well to maintain (or recapture) their active lifestyle. No matter your size, age, color, flexibility or strength level, you know you can walk through the doors and are greeted with warmth, respect and enthusiasm. No matter your goals, you’ll be supported here.”

The brand recently celebrated its second annual YogaSix Day, offering free classes, community activations and a 60-minute sampler of all six YogaSix formats.

Taking the Flow International

YogaSix’s recent expansions into Germany and Japan signal the brand’s growing international ambition, but going global has required more than just exporting its U.S. playbook. Turner says success in new markets starts with strong local partners.

“As a franchise, it started with having an incredible individual or team in those markets who knew that YogaSix would be a hit in their community,” she said. “From there, we’ve worked with ensuring our ‘secret sauce’ translates, taking into account cultural shifts and needs to ensure the essence stays true to what Y6 is all about.”

As for what’s next on the global front? Turner stays tight-lipped.

“We have a lot of fun things on deck, though for now I’m sworn to secrecy!” she says. “Saying that, as someone who has lived internationally in both Asia and Europe and traveled throughout Africa, South and Central America, I honestly don’t see a market where YogaSix wouldn’t thrive.”

YogaSix’s physical growth is also being mirrored in the digital space. Through a new partnership with connected fitness giant iFIT, whose portfolio includes NordicTrack, ProForm and Freemotion, studio-quality YogaSix and Club Pilates classes are now available to iFIT’s more than 6 million global members.

President Trump and heads of the nation’s tech industry will attend a summit at Carnegie Mellon University next month to discuss Pittsburgh’s future in artificial intelligence.  

Local stakeholders say the Pittsburgh region has the technological know-how to develop AI, the workers to build it and the massive energy resources needed to power it.

Can Pittsburgh become the country’s leader in AI?  

Toby Rice, CEO of EQT, said southwestern Pennsylvania is “uniquely positioned to provide a great location for this AI revolution that’s taking place across the country.” 

For years now, CMU and the University of Pittsburgh have spawned local tech companies in computer technology, robotics and more lately AI — with the eye-propping development of autonomous vehicles, robotic dogs, foreign language teaching models and AI-powered robots that climb the walls of oil tanks looking for cracks.

But to take the next step, the companies say the region needs to increase its computing capacity. That means developing data processing centers, which in turn require massive amounts of energy. To that end, the region has abandoned industrial sites on which to build them and the energy to power them, according to Rice.

“We’ve got energy, we’ve got the workforce, we’ve got industrial locations and we’ve get a large tech community here,” Rice said.

There are now plans to transform the recently imploded coal-fired power plant in Homer City into a natural gas-powered, multi-billion-dollar data campus. 

And just this month, the company Ardent cut the ribbon for the construction of a new data center in Robinson Township, and there are talks for new centers around the region. Building trade leaders say this could mean tens of thousands of construction jobs and more. 

Roger Nasci of Hellbender Inc. said, “We want to produce high-quality jobs with people who run the robots and use robots to build our systems.” 

Companies like Hellbender are looking to train and hire hundreds of people over the next few years in advanced manufacturing skills to produce their unique products. The company is expanding into a warehouse in Bakery Square, where workers will build and assemble its smart cameras and perception systems. 

Joanna Doven heads the AI Strike Team, which has designated a section of Penn Avenue “AI Avenue.” The team’s mission is to bring the region’s assets together to create a new AI economy, which she says will lift all boats. 

“Ten years from now, people are going to be coming to Pittsburgh and saying how can we be like Pittsburgh. We are going to be the city that people want to be. And that’s already starting to happen, but that’s going to happen in a way that none of us can imagine,” she said.  

Along with the president, invitations to next month’s summit have gone to Meta’s Mark Zuckerberg, OpenAI’s Sam Altman, as well as the heads of Microsoft and Google. Pittsburgh will be selling itself as the place to be. 

Samsung Galaxy Watch users might soon need to open their wallets wider to access the health features they’ve grown accustomed to. Samsung senior vice president Dr. Hon Pak said the company is “exploring” a premium subscription model, according to an interview with Lifehacker sister site CNET. While nothing has been officially launched yet, the writing is on the wall for existing Galaxy Watch owners who have enjoyed comprehensive health tracking without additional fees. Here’s what we know so far.

What this news means for Galaxy Watch wearers

Samsung says it’s exploring a premium subscription model similar to Fitbit Premium or Garmin’s Connect+. In other words, the company is openly considering a monthly subscription to unlock advanced health features—think “AI coaching” or “personalized insights.”

According to the CNET interview, it looks like new Galaxy Watch purchasers would receive all advanced coaching tools already unlocked with their device. However, existing users—those who bought their watches under the assumption that health features were included—could face the prospect of paying extra to maintain access to tools they previously used for free.

What subscription models Samsung might follow

To make an educated guess at Samsung’s subscription strategy, let’s take a look at how other major players handle health features and premium services.

Apple Watch offers a Fitness+ subscription for $9.99 per month. Apple Fitness+ mostly focuses on workout classes and guided fitness content, rather than paywalling the most coveted health data collection. Apple Watch wearers still get the basics like step count, heart rate, and all your core health data for free.

Fitbit (owned by Google) has more of a mixed model. Basic activity tracking, sleep monitoring, and exercise logging are free, but advanced insights, personalized guidance, and detailed health metrics require Fitbit Premium ($9.99 per month). However, Fitbit has been transparent about this tiered approach since the service launched.

Garmin is an interesting case, since the company actually adjusted its model in the face of intense user backlash when they announced Connect+ and its $6.99 per month price tag. Garmin clarified that “all existing features and data in Garmin Connect will remain free,” but still—it felt like the end of an era for the company. Now, it’s rare to find any sort of wearable where you don’t have to pay for features in addition to the hardware itself.

For current Galaxy Watch owners, this is a reminder that what seems like a one-time purchase increasingly involves ongoing costs and changing terms of service. It seems like the new norm is simply to factor in potential future subscription requirements down the line. What begins as a “premium feature or two” eventually expands into a broader pattern where previously free functionality becomes subscription-gated. The bottom line is Galaxy Watch owners should prepare for their health tracking to soon come with an additional price tag.

Obé Fitness co-founder Mark Mullett steps into a new executive role as Dear Media adds fitness into its growing lifestyle empire

Podcast and media company Dear Media has acquired fitness platform Obé Fitness, adding a fitness and wellness-driven dimension to its existing footprint in commerce and lifestyle content, Variety first reported.

The deal sees former Creative Artists Agency agent and Obé Fitness co-founder Mark Mullett joining Dear Media as president of global entertainment and business development. Co-founder Ashley Mills will stay on for a six-month transition period before exiting to launch a new venture focused on the intersection of wellness and education.

Founded in 2018, the celeb-favorite streaming fitness platform raised $15 million in a Series A round in 2021, which included notable backers such as WW International Inc., actress and comedian Tiffany Haddish, Cavu Venture Partners, Wheelhouse Entertainment and Harris Blitzer Sports Entertainment.

The media company is known for a slate of popular shows in categories spanning beauty, health and wellness, parenting, relationships, and true crime, with headliners like “Khloé in Wonderland ” featuring Khloé Kardashian and “Let’s Be Honest” with Kristin Cavallari.

“We continue to expand our owned and operated channels to drive deeper engagement while growing our slate of talent and IP through the creation and acquisition of new programming,” Dear Media CEO and founder Michael Bosstick told Variety. “We’re excited to partner with our talent to create more brand extensions across commerce, long-form content, events, publishing, and whatever else our audience has an appetite for, always with an eye toward our 360-approach of engaging a host’s audience across every platform where their content can be consumed. I’m looking forward to working with Mark to leverage Obé’s tech infrastructure and world-class tech team to create even more opportunities for our shows and audiences to engage.”

Mullett said the acquisition brings together two forward-thinking brands with shared ambitions.

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“Dear Media and Obé have always operated ahead of the curve, and we could not be more thrilled to build upon an architecture that will continue to serve our insatiable audience during such an exciting time in the media & entertainment industry’s evolution,” he told the publication.

The sides confirm that Obé will operate as a standalone platform under the Dear Media umbrella.

“What started as a bold vision to make joyful movement accessible grew into something far beyond what we imagined,” Mills said in a statement to Variety. “As I support a seamless transition to Dear Media over the next six months, I’m building my next venture—at the intersection of wellness and education.”

With Les Mills on board, Aviron is betting that the fusion of gaming and fitness can solve home exercise’s biggest challenge: staying engaged

Aviron, a maker of gamified, at-home workout machines, is dialing up the energy with a new Les Mills partnership designed to keep home-based workouts from going stale.

The collaboration brings more than 300 of Les Mills’ science-backed studio classes to Aviron’s gamified fitness platform, pushing the brand beyond its core rowing, running and riding content into a broader training ecosystem that now includes strength, cardio, mobility, dance and cinematic cycling experiences like Les Mills’ The Trip.

“Our partnership with Les Mills is a game-changer for Aviron,” Aviron founder and CEO Andy Hoang said. “We’re redefining home fitness by making it a sustainable habit, and we do that by creating an experience members genuinely look forward to every day. It’s about enjoying the journey, not just the end result, through entertaining workouts, world-class games, and constant variety. By integrating Les Mills’ incredible, science-backed classes, we’re adding even more ways to move, crafting a workout experience so engaging and diverse, you’ll want to show up daily and keep coming back for more.”

Classes are available across Aviron’s connected rowers, Fit Bike and Treadmill, while an upcoming mobile app update will let users stream Les Mills workouts on the go. To keep things fresh, Aviron confirms that it will update the Les Mills library quarterly with new classes designed to keep users engaged.

“Our research at Les Mills has always focused on what truly motivates people to exercise and how to make workouts both effective and enjoyable,” Les Mills head of research Bryce Hastings said. “We see the future of fitness as a blend of science and immersive entertainment. Through our partnership with Aviron, we’re excited to deliver our evidence-based programming in a dynamic new digital format that maximizes motivation and engagement.”

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The Les Mills collaboration builds on Aviron’s broader mission to make fitness something users want to do rather than something that they feel they should do. Hoang, who launched the company in 2018, has long been focused on blending gaming into the connected fitness experience. Although Aviron offers traditional classes, scenic rides and even Netflix streaming, its core appeal lies in arcade-style video games designed to keep users locked in. For example, members can smash bricks in “Row Breaker,” battle pirates in “Row to Riches,” or put out fires in “Blaze Breakers” on its rowers.

“When you say the words ‘connected fitness,’ people think of classes. That’s synonymous with connected fitness,” Hoang told Athletech News late last year. “We’re doing it differently. Our unique value proposition is that we’re using gamification.”