HUAWEI is set to launch a series of innovative products and pioneering technologies under the theme “Fashion Next” during the Innovative Product Launch in Berlin last May 15. Combining cutting-edge technology innovations with unique fashion and aesthetics insights, HUAWEI is shaping a smarter and more stylish vision for the future.

HUAWEI WATCH FIT 4 Series Fuses Pro-Level Sports with Fashionable DNA

The HUAWEI WATCH FIT 4 Series stays true to its signature square design while advocating the ‘Fashion Active’ philosophy, an energetic, health-conscious lifestyle that empowers users to move confidently and live actively.

The HUAWEI WATCH FIT 4 Pro has a thinness of 9.3mm for an ultra-slim build with lightweight comfort. Furthermore, it also supports pro-level outdoor sports such as professional trail running, freediving with a dive-depth of up to 40-meters, and golf with the new golf course mode. Its sports features are enhanced by the HUAWEI TruSense System, which offers a comprehensive and smarter health management experience.

HUAWEI WATCH 5 Pioneers Leap in Innovation with New Interactive Design

The all-new HUAWEI WATCH 5 introduces groundbreaking innovations that revolutionize intelligent interaction capabilities. Featuring the milestone enhancement of HUAWEI TruSense System, the smartwatch now has a new 3-in-1 sensor, the HUAWEI X-Tap powered by Distributed Sensor Module. This advanced setup enables users to monitor their health effortlessly via fingertip measurements, which delivers faster, more accurate, and comprehensive health insights.

Additionally, gesture control has been enhanced to support “Double Slide” and “Double Tap” gestures, providing users with more intuitive interaction options. The HUAWEI WATCH 5 reflects a distinctively sophisticated style with new, exclusive colors: Purple and Sand Gold.

The HUAWEI WATCH 5 is set to reshape the future of wearables with superior health monitoring and smarter experiences for global consumers.

Active Rings: Inspiring A New Way To Enjoy Every Moment of Active Living

HUAWEI responds to the growing global interest in fitness by evolving its “Light Up Your Rings” campaign into “Active Rings,” which is built around the “Enjoy Your Moment” philosophy. With more than 100 sport modes supported on HUAWEI wearable devices, HUAWEI continues to empower users of all ages and fitness levels to stay active and embrace health in ways that suit their lifestyle.

On May 15, 2025, the 2025 Kantar BrandZ Global Brand Value Ranking was released. HUAWEI ranked 39th with a brand value of nearly $64.7 billion, setting a new all-time high. Reports indicate that Huawei’s brand value surged by 142.4% compared to last year, making it one of the fastest-growing brands in the global top 100.

Discover a Smarter, Healthier Way of Living with the HUAWEI WATCH FIT 4 Series

The HUAWEI WATCH FIT 4 Series is expected to launch this May 22 in the Philippines. Enjoy exclusive early bird deals for the HUAWEI WATCH FIT 4 Series. Grab vouchers worth PHP 300 off for the HUAWEI WATCH FIT 4 Series on Shopee, Lazada, and TikTok. Use “HUAWEIFIT” on Shopee to get discounts on your HUAWEI WATCH FIT 4 Series purchases.

Pay PHP 100 and get PHP 700 off on the HUAWEI WATCH FIT 4 or PHP 1,200 off on the HUAWEI WATCH FIT 4 Pro at any HUAWEI Experience Stores nationwide.

Comments

I write about fitness tech for a living, but for the first four months of my son’s life, I took everything off. I was struggling with postpartum depression, and devices telling me how little I’d moved, slept, or recovered was the last thing I needed.

Months later, when I finally felt strong enough to pop my Apple Watch and Oura Ring back on (an insignificant action to most, but a milestone to me), I leaned on a few features that really helped. I paused my rings on my Apple Watch, for example, removing the pressure to exercise on days when all I could do was sit on the sofa with my baby.

Microsoft acknowledged Thursday that it sold advanced artificial intelligence and cloud computing services to the Israeli military during the war in Gaza and aided in efforts to locate and rescue Israeli hostages.

But the company also said it has found no evidence to date that its Azure platform and AI technologies were used to target or harm people in Gaza.

The unsigned blog post on Microsoft’s corporate website appears to be the company’s first public acknowledgement of its deep involvement in the war, which started after Hamas killed about 1,200 people in Israel and has led to the deaths of tens of thousands in Gaza.

It comes nearly three months after an investigation by The Associated Press revealed previously unreported details about the American tech giant’s close partnership with the Israeli Ministry of Defense, with military use of commercial AI products skyrocketing by nearly 200 times after the deadly Oct. 7, 2023, Hamas attack. The AP reported that the Israeli military uses Azure to transcribe, translate and process intelligence gathered through mass surveillance, which can then be cross-checked with Israel’s in-house AI-enabled targeting systems and vice versa, reports AP.

The partnership reflects a growing drive by tech companies to sell their artificial intelligence products to militaries for a wide range of uses, including in Israel, Ukraine and the United States. However, human rights groups have raised concerns that AI systems, which can be flawed and prone to errors, are being used to help make decisions about who or what to target, resulting in the deaths of innocent people.

Microsoft said Thursday that employee concerns and media reports had prompted the company to launch an internal review and hire an external firm to undertake “additional fact-finding.” The statement did not identify the outside firm or provide a copy of its report.

The statement also did not directly address several questions about precisely how the Israeli military is using its technologies, and the company declined Friday to comment further. Microsoft declined to answer written questions from The AP about how its AI models helped translate, sort and analyze intelligence used by the military to select targets for airstrikes.

The company’s statement said it had provided the Israeli military with software, professional services, Azure cloud storage and Azure AI services, including language translation, and had worked with the Israeli government to protect its national cyberspace against external threats. Microsoft said it had also provided “special access to our technologies beyond the terms of our commercial agreements” and “limited emergency support” to Israel as part of the effort to help rescue the more than 250 hostages taken by Hamas on Oct. 7.

“We provided this help with significant oversight and on a limited basis, including approval of some requests and denial of others,” Microsoft said. “We believe the company followed its principles on a considered and careful basis, to help save the lives of hostages while also honoring the privacy and other rights of civilians in Gaza.”

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Contact AP’s global investigative team at [email protected]. For secure and confidential communications, use the free Signal app +1 (202) 281-8604.

The company did not answer whether it or the outside firm it hired communicated or consulted with the Israeli military as part of its internal probe. It also did not respond to requests for additional details about the special assistance it provided to the Israeli military to recover hostages or the specific steps to safeguard the rights and privacy of Palestinians.

In its statement, the company also conceded that it “does not have visibility into how customers use our software on their own servers or other devices.” The company added that it could not know how its products might be used through other commercial cloud providers.

In addition to Microsoft, the Israeli military has extensive contracts for cloud or AI services with Google, Amazon, Palantir and several other major American tech firms.

Microsoft said the Israeli military, like any other customer, was bound to follow the company’s Acceptable Use Policy and AI Code of Conduct, which prohibit the use of products to inflict harm in any way prohibited by law. In its statement, the company said it had found “no evidence” the Israeli military had violated those terms.

Emelia Probasco, a senior fellow for the Center for Security and Emerging Technology at Georgetown University, said the statement is noteworthy because few commercial technology companies have so clearly laid out standards for working globally with international governments.

“We are in a remarkable moment where a company, not a government, is dictating terms of use to a government that is actively engaged in a conflict,” she said. “It’s like a tank manufacturer telling a country you can only use our tanks for these specific reasons. That is a new world.”

Israel has used its vast trove of intelligence to both target Islamic militants and conduct raids into Gaza seeking to rescue hostages, with civilians often caught in the crossfire. For example, a February 2024 operation that freed two Israeli hostages in Rafah resulted in the deaths of 60 Palestinians. A June 2024 raid in the Nuseirat refugee camp freed four Israeli hostages from Hamas captivity but resulted in the deaths of at least 274 Palestinians.

Overall, Israel’s invasions and extensive bombing campaigns in Gaza and Lebanon have resulted in the deaths of more than 50,000 people, many of them women and children.

No Azure for Apartheid, a group of current and former Microsoft employees, called on Friday for the company to publicly release a full copy of the investigative report.

“It’s very clear that their intention with this statement is not to actually address their worker concerns, but rather to make a PR stunt to whitewash their image that has been tarnished by their relationship with the Israeli military,” said Hossam Nasr, a former Microsoft worker fired in October after he helped organize an unauthorized vigil at the company’s headquarters for Palestinians killed in Gaza.

Cindy Cohn, executive director of the Electronic Frontier Foundation, applauded Microsoft Friday for taking a step toward transparency. But she said the statement raised many unanswered questions, including details about how Microsoft’s services and AI models were being used by the Israeli military on its own government servers.

“I’m glad there’s a little bit of transparency here,” said Cohn, who has long called on U.S. tech giants to be more open about their military contracts. “But it is hard to square that with what’s actually happening on the ground.”

TF

We associate fitness with muscles, cardiovascular, and the gym. But a revolution is taking place in the world of wellness—brain health is the new fitness focus. Science has shown us that more and more of us are identifying that a quick, robust, and well-nourished brain is as critical as a robust body.

The Shift from Six-Pack Abs to Sharp Brains

Decades of health discourse were all about how you look—biceps of steel, steel abs, and weight loss. Recently, and particularly after the pandemic, individuals have come to understand the importance of the clarity of mind, balance of emotions, and sharpness of mind. We now know that it’s not just about how you look “fit” but how fit you think, feel, and concentrate.

Mental weariness, burnout, loss of memory, and perpetual distraction made people question: what is the use of possessing a fit body when the brain cannot even keep up with it? Brain fitness has thus begun to be mainstreamed—not as a luxury, but as a necessity. 

What Is Brain Fitness, Really?

Brain fitness is maintaining the brain in top condition with mental, emotional, and physical training. It is simply strengthening memory, attention, processing speed, mood management, and mental flexibility. Regular exercise does for the body what some habits will do for the brain:

• Mindful movement: Dancing, walking in nature, or yoga doesn’t only get the body moving—it relaxes and gets the brain ready.
• Brain foods: Omega-3 foods such as walnuts, chia seeds, berries, and leafy greens may enhance cognitive function.
• Deep sleep: Your brain cleanses and reboots during sleep. Cutting it is no longer an option.
• Digital detoxing: Cutting down on screen time, particularly at night, allows your mind to unwind and concentrate better.
• Neuroplasticity exercises: Acquiring a new language, hobby, or even a puzzle can rewire the brain for development.

Why It’s Trending Now

The increase in anxiety, depression, and brain fog—particularly among millennials—has brought brain health into the limelight. Work pressures, constant notifications, and constantly being “on” have driven individuals inward. Neuroscience-based well-being is the current rage, and individuals want to future-proof their brains.

Even the world of fitness has begun catching up. Gyms are now including brain-based classes, meditation rooms, and cognitive well-being machines. Apps for health have begun incorporating mood tracking, brain games, and mental well-being features into their products alongside step counters.

Final Thought

Brain health is the new fitness objective not because it’s trendy, but because we’re coming to an understanding that wellness begins from within. Your body may take you so far, but your brain will have you on your toes, emotionally balanced, and prepared for whatever life throws your way. In our hyper-stimulated culture, training your mind is no longer optional, it’s obligatory.

Related

I’ve used the Oura ring to track my menstrual cycle for the past four years, and it’s the only device I trust to do so. My Oura ring knew I was pregnant before I did, helped me keep an eye on my vitals during pregnancy, and monitor how ready I was for exercise with a toddler who doesn’t sleep. That, and many others, is a reason why it’s at the top of our list of the best smart rings.

But Oura is doing far more behind the scenes — in fact, it’s designing algorithms for women, something that shouldn’t be groundbreaking in 2025, but really is. We sat down with Oura’s resident women’s health expert, Dr. Neta Gotlieb. Gotlieb is a Senior Product Manager and Clinical Research Scientist, who has led the teams that developed Cycle Insights and Pregnancy Insights on the Oura ring.

Dr. Gotlieb earned a Master’s Degree in Biological Psychology from Tel Aviv University and a PhD in Reproductive Neuroendocrinology from University of California Berkeley, where she focused on the neural regulation of menstrual cycles, pregnancy, and birth. She has also received the Women in Tech Global Technology Leadership Award. 

A mother of two daughters, Dr. Gotlieb is the author of the children’s book, Every Body’s Brain.

Tech, training and tracking — three fixes that boost conversions in 90 days

Remember when the front desk just handed out towels and smiled? Those days are gone. In today’s crowded fitness market, your front-of-house team isn’t simply providing customer service — it’s your first, and often best, shot at converting a prospect/lead into a member. Yet many clubs still leave money on the counter because staff aren’t set up to track or nurture leads.

Turning a casual “hi” into “sign me up” comes down to three basics. The Sales Arms, a remote sales team specializing in revenue growth for fitness facilities, call them the Three Ts. Master these and your front desk shifts from passive reception to a true revenue driver.

Let’s dive into the Three Ts and see how they can transform your team into expert lead managers.

• 

  Without a robust, well-integrated tech stack, even the best teams will struggle to manage leads efficiently. Modern fitness sales require seamless communication, automation, and data visibility.

  Give your team superpowers:

  • Send mass SMS, emails, and automate follow-ups.
  • Use a call system with recording, voicemail drops, and easy callback features.
  • Track every lead’s position within an extended sales journey.
  • Integrate CRM tools that simplify — not complicate — daily tasks.
  • Enable fast access to vendor support to avoid downtime.

  Many studios operate with fragmented or outdated systems, making it nearly impossible for front desk teams to nurture leads effectively.

  Tip:
  Conduct a quarterly tech audit to ensure all systems align with lead management goals and that staff are fully trained on using every feature.

  Chris Appiah, The Sales Arms Founder and CEO, advises operators to be mindful of the full spectrum of options available. 

  “The biggest oversight I see is not including all three major forms of communication – phone calls, text messages, and emails – in your lead and member management processes,” Appiah says. “Don’t pigeonhole yourself by only using one or two forms of communication, especially with your new leads. Until someone engages with you, you don’t know how they prefer to communicate, and you want to be able to meet each individual where they’re at.” 

  Book a complimentary discovery call for a tech stack audit and discover how top studios streamline lead engagement.

• 

  2. Training: Create a Culture of Continuous Improvement

  Sales isn’t a “set it and forget it” process. The Sales Arms highlights that front desk teams thrive when treated like sales athletes — requiring ongoing coaching, practice and refinement.

  Turn reps into sales athletes:

  • Develop a structured follow-up cadence, tailored for both new leads and missed sales opportunities.
  • Implement 30-touchpoint strategies to manage today’s longer sales cycles without overwhelming staff.
  • Schedule regular role-playing sessions to handle objections, upsell confidently, and personalize the sales conversation.
  • Simplify service offerings to make “prescribing” the right membership or package intuitive.
  • Foster a mindset where continuous learning is expected and supported.

  Too often, studios rely solely on initial onboarding, leaving teams to “figure it out” — a major reason why leads fall through the cracks. 

  Tip:
  Introduce bi-weekly training sessions focused on real scenarios, and review follow-up cadences quarterly to ensure they align with evolving member behaviors.

  Appiah says that a lead and member management cadence is not one size fits all. 

  “Yoga customers tend to like a softer approach, while we see with HIIT modalities that clients prefer a more direct, right-to-the-point conversation,” he says. “It’s important to hone in on the cadence and tone that work best for your client base.”

  Schedule a free training audit to implement sustainable follow-up systems and ongoing coaching.

• 

  3. Tracking: Drive Accountability Through Data

  “Teams do what you inspect, not what you expect.” This core philosophy underpins The Sales Arms’ approach to performance management.

  Studios should focus on:

  See Also

  
  

  • Defining clear KPIs: Track metrics like follow-up completion rates, conversion percentages, response times and touchpoint consistency.
  • Implementing regular performance reviews: Weekly check-ins ensure accountability and provide opportunities to address gaps in lead management.
  • Establishing incentive programs: Motivate front desk teams with structured rewards tied to measurable outcomes — not just effort, but results.
  • Creating a culture of feedback: Use tracking data to identify coachable moments, encouraging staff development through constructive insights.
  • Ensuring visibility: Simple dashboards or reports should make performance transparent, so both owners and staff know where they stand.

  The Sales Arms works with operators to embed these practices, ensuring front desk teams stay aligned with sales goals and continuously improve.

  Actionable Tip:
  Introduce weekly performance reviews and align incentives with clearly defined KPIs to foster accountability and motivation.

  The best way to understand exactly what needs to be changed in the delivery or language, according to Appiah, is to listen to call recordings and read text message conversations where your team speaks to your leads. “This will allow you to uncover areas of opportunity and coach your team using real examples,” Appiah says. 

  Contact The Sales Arms for a complimentary consultation on building tracking systems and performance-based incentives.

• 

  Turning Strategy Into Results

  Here’s a real-world example of the Three Ts at work. When Chromacore set out to open the world’s first studio blending Lagree Fitness with color‑therapy in Portland, Oregon, founders Sara and Linda Stimac knew they needed more than marketing buzz — they needed a bulletproof sales engine before day one. They partnered with The Sales Arms and put the Three Ts into motion:

  • Tech — A CRM with two‑way SMS and automated nurture kept every inquiry in view and every prospect engaged.
  • Training — A 30‑touch, 21‑day follow‑up cadence was drilled through weekly role‑plays, ensuring staff echoed the same consultative script the remote Sales Arms rep used online.
  • Tracking — Daily dashboards aligned everyone on four must‑hit targets: 80% leads to first booking, 75% bookings to show, 50 % shows to enroll, and 15% total leads to enrollment.

  The impact was immediate. Chromacore sold 88 Founder’s Memberships in its first month, then maintained a 40% lead‑to‑member conversion rate as full‑price memberships rolled out. Within a year the studio crossed the 300‑member profitability threshold, and monthly gross sales climbed by $4,500 on average. Clients never sensed that the friendly voice on the phone was off-site, which is proof that seamless tech, steady training and transparent tracking can turn any front desk into a revenue powerhouse.

  Studios aiming for the same lift can start with a complimentary Three T assessment.Dive deeper into the Chromacore success story in the full case study.