---
title: "Life Time Plays Long Game As Free App Hits 1.7M Non-Members"
url: https://burnaze.com/article/1a24b9d4-8765-4640-af1c-e359ec4b90bb
source: "Athletech News"
original_url: https://athletechnews.com/life-time-plays-long-game-as-free-app-hits-1-7m-non-members/
author: "Courtney Rehfeldt"
category: "Gym & HVLP"
industry: "Fitness"
segment: "Gym & HVLP"
published: 2025-02-28T15:20:36.000Z
modified: 2026-10-31T17:51:34.708Z
image: https://athletechnews.com/wp-content/uploads/2025/02/alexander-grey-boSYG0x_tBQ-unsplash-scaled-e1740756005863.webp
---

# Life Time Plays Long Game As Free App Hits 1.7M Non-Members

**TL;DR:** Life Time's free LT Digital app has attracted 1.7 million non-member subscribers without marketing efforts, and the company expects this number to reach three to four million. Life Time reported an 18.7% increase in revenue to $663.3 million for Q4 2024, and an 18.2% increase to $2.62 billion for the full year.

*By Courtney Rehfeldt, originally published in Athletech News on 2025-02-28. [Read the original](https://athletechnews.com/life-time-plays-long-game-as-free-app-hits-1-7m-non-members/).*

## Story

The high-end country club operator’s complimentary app was a key focus during its earnings call with investors on Thursday, where the company reported an 18.7% increase in revenue to $663.3 million for Q4 2024, and an 18.2% increase to $2.62 billion for the full year.

Life Time opened LT Digital to non-members last year, providing free access to on-demand fitness classes, nutrition and exercise programs, meditations, podcasts and more. Shortly thereafter, the club operator announced a partnership with Microsoft to launch L.AI.C, an AI-driven companion for members to answer basic questions about their home club, with broader plans to have it offer tailored workout programs and more. By the end of 2024, Life Time added 100 new on-demand classes on the app and introduced LTH, a line of supplements and wellness products.

While freebies often fizzle out, Life Time continues investing in its app for non-members, recently launching wellness challenges—one of which is a protein reset.

Some free LT Digital subscribers will eventually convert to paying Life Time members, Akradi says, he remains focused on the bigger picture—as he alluded to connecting LT Digital to growing demand for LTH’s nutritional supplements. The product line is extensive—there are protein offerings, vitamins, pre-workouts, specialized kits and more. Consumers can shop by health needs or take a two-minute quiz to personalize their routine.

“With the month-over-month growth we’re seeing, we expect that business to be a billion-dollar revenue business in the years to come and the LT Digital with tens of millions of subscribers on it over the next four, five, six years—will become an easy, natural foundation for the people to find the LTH products and be able to just easily buy it. L.AI.C. will help them answer any questions they have about any products, coupled with the understanding of who they are and their activity levels.”

Akradi also indicated that a bigger reveal will come—perhaps in early August—regarding other asset-light opportunities that the brand has been working on for several years. Life Time plans to open 10-12 clubs this year and its second Miora clinic—focused on longevity and performance—will open next week.

## Entities

- Fitness (sector)
- Athletech News (publication)
- Courtney Rehfeldt (person)
- Microsoft (company)
- Life Time (company)
- revenue increase (topic)
- wellness products (topic)
- Miora (company)
- digital expansion (topic)
- LTH (company)
- app growth (topic)

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Originally reported by Courtney Rehfeldt, Athletech News (https://athletechnews.com/life-time-plays-long-game-as-free-app-hits-1-7m-non-members/). Summarized by Burnaze (https://burnaze.com/article/1a24b9d4-8765-4640-af1c-e359ec4b90bb).