Arnold Schwarzenegger Pumps Iron & New App 

Arnold Schwarzenegger’s Pump app features training plans crafted by Schwarzenegger and his team, a personalized habit tracker, guided workout videos and a passionate community of like-minded fitness enthusiasts.

“This is the best workout program you’ve ever had. Just trust me,” Schwarzenegger wrote in a post regarding the launch. “This isn’t like the fitness apps that let you go from one program to another because that’s not how you will progress. And I would rather have 100,000 users with amazing progress than a million frustrated they’re stagnant.”

Chris Hemsworth: A Fitness Marvel 

“Thor” actor Chris Hemsworth may have launched his home fitness ecosystem Centr before 2024, but his brand continues to evolve from its inception as a fitness app.

This fall, Centr debuted a premium treadmill collection, catering to several price points and fitness levels. Each treadmill includes a free, three-month membership to Centr’s personalized fitness and wellness app.

Mark Wahlberg Builds Fitness Empire 

Not to be outdone, actor and entrepreneur Mark Wahlberg announced in November that he partnered with high-value, low-price (HVLP) fitness operator EōS Fitness to launch Municipal Gym.  

“The first time in history that luxury and serious fitness meet,” Wahlberg said in a social media clip hyping the new fitness and recovery concept slated to open in Summerlin, Nevada. “Recovery, rejuvenation therapy, juice bars, cafe, retail stores – only the best vitamins and supplements for you. Big, crazy collabs.”

In addition to state-of-the-art equipment, Municipal Gym will feature recovery amenities such as cryotherapy, compression therapy, infrared saunas, eucalyptus steam rooms and cold plunges.

Jennifer Aniston Is a ‘Friend’ to Pvolve

Another star of the 90’s – Jennifer Aniston – has also been influential in the world of fitness. 

The former “Friends” star is in a new chapter of her life as the face of female-focused functional fitness brand Pvolve. She headlined Pvolve’s latest brand campaign, crediting the fitness method for making her “stronger than ever.” 

Travis Barker Beats Wellness Drum

Former Blink-182 drummer Travis Barker catapulted into the wellness space with Barker Wellness in 2021, but this year marked a milestone as the vegan brand launched in Sprouts stores nationwide. 

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From THC-free cannabinoid-infused products to CBD and mushroom adaptogen gummies, wellness body oils and recovery balms, Barker Wellness is flourishing at a time when consumers are looking for more natural ways to unwind and recharge. 

His wife, Kourtney (of Kardashian fame), also lends her name to some of the products under the Kourtney x Barker Wellness label.

Jake Paul Lands Knockout With W

While Gwyneth Paltrow is credited for the rise of “better-for-you” products for women, men are getting into the action, as well.

Look no further than W, a men’s personal care brand free of sulfates, artificial dyes and parabens, all for less than $10 a product.

Co-founded by Jake Paul (who is certainly no stranger to fitness or recovery), W launched exclusively in Walmart stores in June and scored over seven figures in sales in its first month. Since then, the brand has raised $14 million in funding, which will be directed toward product and retail expansion.

“When we looked at men’s care, we saw a lot of brands targeting and serving that older generation, but Jake’s demographic – 10 to 30-year-old males – wasn’t being focused on,” W co-founder and CEO Woodie Hillyard told ATN. “There’s this massive gap in the market that Axe used to fill, but no one really fills it anymore. We just felt like there needed to be a different brand, with a unique mission, in this space.”