---
title: "From Values to Growth: Mapping the Future of Fitness"
url: https://burnaze.com/article/b9031054-36ca-4c5b-94d7-e48c3fae9278
source: "Athletech News"
original_url: https://athletechnews.com/from-values-to-growth-mapping-the-future-of-fitness/
author: "Joy Keller"
category: "Gym & HVLP"
industry: "Fitness"
segment: "Gym & HVLP"
published: 2025-01-09T14:05:28.000Z
modified: 2026-10-31T17:30:15.329Z
image: https://athletechnews.com/wp-content/uploads/2025/01/ATN-CEO-Summit-Flickman-Media-156-e1736451786110.webp
---

# From Values to Growth: Mapping the Future of Fitness

**TL;DR:** Maggie Lower, chief marketing officer of ABC Fitness, discusses the importance of aligning purpose with innovation to unlock the potential of the fitness industry. Lower emphasizes the need for purpose-driven strategies, data-driven marketing, and global trends to shape the future of fitness.

*By Joy Keller, originally published in Athletech News on 2025-01-09. [Read the original](https://athletechnews.com/from-values-to-growth-mapping-the-future-of-fitness/).*

## Story

The fitness industry is on the cusp of transformative growth, and Maggie Lower, chief marketing officer of ABC Fitness, believes that aligning purpose with innovation is key to unlocking its potential.

At the 2025 ATN CEO Summit, Lower joined Edward Hertzman, CEO and Founder of Athletech News, for a discussion on navigating a rapidly changing industry. Lower shared insights on how purpose-driven strategies, data-driven marketing and global trends can shape the future of fitness.

## Connecting with purpose

**Connecting with Purpose**

Lower opened by reflecting on her career journey, which included a hiatus to work as a human rights advocate. “Fitness is more than physical health; it’s about connection and creating spaces where everyone belongs,” she said. She emphasized the importance of brands taking a stand on social issues to resonate with younger generations.

“Seventy percent of Gen Z consumers base their decisions on a brand’s stance. Purpose-driven businesses not only build community but attract loyal members.”

When discussing member acquisition, Lower underscored the role of technology.

“To engage effectively, operators need to personalize their communication,” she said, advocating for a tech stack that provides data-driven insights. “Broad campaigns are outdated; today, it’s about one-to-one connections.”

## Innovating with inclusivity

**Innovating with Inclusivity**

Global trends also offer valuable lessons. Lower pointed to Latin America’s hybrid fitness models and Europe’s need for culturally tailored approaches. “You can’t just translate your model. It has to resonate,” she noted.

The conversation also touched on holistic wellness and emerging trends. Lower highlighted the evolution of personal training to include metrics like hydration and meditation, reflecting a shift toward comprehensive well-being. She addressed the rise of GLP-1 drugs, advocating for their integration into holistic programs rather than as standalone solutions.

Community building remained a central theme.

“People want a sense of belonging, not just a workout space,” Lower said, citing the popularity of Pilates and pickleball as examples of activities that foster social connections.

As the session concluded, Lower called for inclusivity and innovation. “We need to reach the 80% of people not currently engaged in fitness,” she said, stressing the importance of creating welcoming spaces for all.

## Entities

- Fitness (sector)
- Athletech News (publication)
- Gen Z (person)
- industry growth (topic)
- ABC (company)
- GLP-1 (company)
- Joy Keller (person)
- Edward Hertzman (person)
- data-driven marketing (topic)
- inclusivity (topic)
- global trends (topic)
- purpose driven strategies (topic)

---
Originally reported by Joy Keller, Athletech News (https://athletechnews.com/from-values-to-growth-mapping-the-future-of-fitness/). Summarized by Burnaze (https://burnaze.com/article/b9031054-36ca-4c5b-94d7-e48c3fae9278).