---
title: "ATN Week in Review: As Fitness Goes Global, US Brands Face Heightened Competition"
url: https://burnaze.com/article/d3021094-c577-4454-8a55-c5f4423e1121
source: "Athletech News"
original_url: https://athletechnews.com/atn-week-in-review-as-fitness-goes-global-us-brands-face-heightened-competition/
author: "Josh Liberatore"
category: "Gym & HVLP"
industry: "Fitness"
segment: "Gym & HVLP"
published: 2026-04-24T20:51:15.000Z
modified: 2026-04-29T17:50:59.708Z
image: https://athletechnews.com/wp-content/uploads/2026/04/fibo-2.webp
---

# ATN Week in Review: As Fitness Goes Global, US Brands Face Heightened Competition

**TL;DR:** The global fitness market is becoming increasingly competitive as European brands accelerate their entry into the United States. European fitness brands are entering the US market, posing a challenge to US brands.

*By Josh Liberatore, originally published in Athletech News on 2026-04-24. [Read the original](https://athletechnews.com/atn-week-in-review-as-fitness-goes-global-us-brands-face-heightened-competition/).*

## Story

Press esc to close× | | | | | --- | --- | --- | | | | | | --- | --- | | | × | | search | | Custom Search | | | | --- | --- | | | Sort by Relevance Date | Fitness Business ATN Week in Review: As Fitness Goes Global, US Brands Face Heightened Competition Josh Liberatore April 24, 2026 - Share on Facebook - Share on Twitter - Share via Email Pilates equipment was everywhere at the FIBO 2026 show (credit: RX Germany) This week, we break down the rising phenomenon of European fitness brands entering the U.S., and why it’s likely to accelerate in the years ahead… Membership Required This article is for ATN Pro members only.

ATN Pro members get: - Unlimited access to Athletech News articles - Exclusive access to ATN Pro-level reporting - Discounts to ATN the Innovation Summit - VIP access to community events - Exclusive email newsletters Subscribe Now Already a member? Log in Already a member? Log in here Tags: ATN Pro ATN Weekly Europe FIBO More in Fitness Business View More [](https://athletechnews.

com/nyc-the-pack-signs-franchise-deals-to-expand-in-nj-florida/) NYC’s The Pack Signs Franchise Deals To Expand in NJ, Florida Keep Pulse on the Latest in Wellness & Fitness News.

## Entities

- Fitness (sector)
- Athletech News (publication)
- global expansion (topic)
- US (location)
- Josh Liberatore (person)
- Europe (location)
- fitness market (topic)
- The Pack (company)
- FIBO (company)
- RX Germany (company)
- european brands (topic)
- us competition (topic)

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Originally reported by Josh Liberatore, Athletech News (https://athletechnews.com/atn-week-in-review-as-fitness-goes-global-us-brands-face-heightened-competition/). Summarized by Burnaze (https://burnaze.com/article/d3021094-c577-4454-8a55-c5f4423e1121).