ABC Fitness CMO Maggie Lower discusses the importance of connecting purpose, innovation and technology to engage the next generation of fitness consumers
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
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 “Broad campaigns are outdated; today, it’s about one-to-one connections.”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
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.
Be on the lookout for more information on the ATN Innovation Summit, a can’t-miss two-day event to be held on June 17th and 18th in New York City featuring the biggest names, brands and ideas across fitness, health and wellness.
