Medical Gyms (Exercise as Medicine)

The rise of medical gyms is accelerating as fitness and healthcare converge towards exercise as medicine.

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The fitness industry is continuing its fundamental transformation, evolving from a space focused on performance and aesthetics into one that directly contributes to healthcare and disease prevention. This shift— I called Medical Gyms in my book and previous trend reports (link)—sees gyms and fitness services moving beyond traditional workouts to become hubs for preventive healthcare, chronic disease management, and longevity optimization. Two major players in the industry, Technogym and CrossFit, have recently announced new strategic directions that confirms this Exercise as Medicine trend.

Technogym: from Wellness to Healthness

Technogym, a global leader in fitness equipment, has long promoted the idea of “Wellness as Medicine,” but is now taking things further with its new Healthness strategy. Using AI-driven assessments, biometric data tracking, and precision training, Technogym is redefining workouts as personalized health interventions rather than just fitness routines. Its Biostrength and Biocardio equipment adapt workouts in real time to optimize metabolic health, cardiovascular function, and even cognitive performance. With partnerships in over 6,000 hospitals worldwide and an official collaboration with the American College of Sports Medicine’s Exercise is Medicine initiative, Technogym is positioning exercise as a clinical necessity rather than a lifestyle choice.

(read more about Technogym)

Crossfit: first-line treatment

Meanwhile, CrossFit’s impact on healthcare has taken a different route. Before leaving the company in 2020, founder Greg Glassman was a vocal advocate for doctor-prescribed workouts, aiming to replace pharmaceuticals with functional fitness. After his departure, CrossFit experimented with healthcare initiatives like Precision Care, a telehealth service integrating genetics, fitness data, and preventive medicine. However, the program was discontinued in 2023 due to sustainability issues. More recently, the company launched the CrossFit Medical Society, a membership-based network for healthcare professionals to position gyms as “health homes” where doctors collaborate with trainers to use fitness as preventive medicine.

Now, Glassman is back with a new venture—MetFix (Metabolic Fix)—a medicalized CrossFit model designed to combat chronic disease through structured exercise and nutrition coaching. Rooted in his Broken Science Initiative, MetFix shifts the focus from elite athleticism to metabolic health and disease prevention, aiming to train gym owners and coaches as “health warriors” who help clients prevent and reverse chronic conditions. Many in the fitness community see this as a return to CrossFit’s original mission—to use fitness as the first line of defense against illness.

(read more about Crossfit)

As medical gyms gain momentum, this trend signals a major shift in the role of fitness in society. No longer just places to lift weights or burn calories, gyms are becoming part of the healthcare ecosystem—prescribed by doctors, covered by insurers, and embraced as a critical component of longevity and disease prevention.

The Medical Gym trend will only grow

The convergence of fitness and healthcare is not just a passing trend—it is an inevitable shift that is already gaining momentum. Gyms are evolving into preventive health hubs, where workouts are tailored to combat chronic disease, improve longevity, and integrate seamlessly into medical care. While technology plays a key role in reinforcing this shift, deeper systemic forces are driving the acceleration of this paradigm change. Four key forces will ensure that the rise of medical gyms is not just a possibility, but a necessity.

1. Fitness Industry Leaders Embrace This Shift

Industry experts are confirming that exercise is no longer just about fitness—it is becoming a core component of healthcare. The American College of Sports Medicine (ACSM) has ranked “Exercise is Medicine” and “Medical Fitness” among the top anticipated trends for 2023–2024, with an ambitious vision that soon, doctors will track exercise data just as they monitor blood pressure or weight.

This transformation is already happening. A pioneering 2024 pilot in Lithuania shows how fitness and healthcare are merging: the Šeškinės Clinic in Vilnius partnered with the health-tech startup Walk15 to prescribe walking via a smartphone app. Doctors issue personalized step prescriptions, and patient progress is monitored in real-time. Meanwhile, exercise-oncology programs—such as ACSM’s Exercise in Cancer Treatment initiative—are being adopted globally, proving that fitness is moving beyond prevention and into therapeutic care.

Even the fitness industry’s biggest players are acknowledging that a “fitcare” model is emerging, where gyms are integral partners in preventive health. As Technogym’s CEO has pointed out, healthcare systems can no longer afford to ignore the burden of inactivity, and “the timing has never been better for prescriptive fitness” to become mainstream. With the economic cost of chronic disease mounting, fitness is being recognized as a low-risk, high-impact intervention that could significantly reduce healthcare costs.

2. Hospitals Embrace the Medical Gym Model

Healthcare providers are not just acknowledging the benefits of exercise—they are actively integrating fitness into treatment plans. Across the world, hospitals are building fitness facilities or partnering with gyms to support patient wellness beyond traditional medical interventions.

One of the perhaps best examples is Sarasota Memorial HealthFit, a hospital-owned fitness center where doctors refer patients post-discharge for structured exercise programs tailored to their recovery needs. This model has proven successful in managing chronic conditions, improving rehabilitation, and reducing hospital readmissions. The fact that this facility has been certified by the Medical Fitness Association since 2017 underscores the growing legitimacy of the medical gym concept.

Beyond dedicated fitness centers, hospitals and clinics are embedding exercise prescriptions into routine care. More cardiology and endocrinology clinics are now prescribing gym-based programs for patients with diabetes or heart disease, using structured exercise as an adjunct therapy. The American College of Sports Medicine is pushing for physicians to formally track physical activity in medical charts, a move that could redefine the way exercise is perceived within traditional healthcare.

3. Governments Are Actively Supporting Exercise as Medicine

Governments worldwide are institutionalizing the exercise-as-medicine movement, recognizing its power to reduce healthcare costs and improve public health outcomes. The UK’s National Health Service (NHS) has led in this space, pioneering social prescribing—where doctors connect patients with non-drug interventions such as exercise classes, walking groups, and cycling programs.

In 2022, the UK government launched a £12.7 million “cycling on prescription” pilot, allowing doctors to prescribe walking and cycling as formal treatments. Patients not only receive step-based prescriptions but are also provided free bicycle loans, adult cycling lessons, and guided exercise programs. The return on investment is clear: in England, every £1 spent on increasing physical activity yields £4 in social and economic benefits due to lower disease prevalence and healthcare costs.

The UK is not alone. Sweden’s healthcare system has offered “FaR” (Physical Activity on Prescription) since 2018, integrating exercise plans into patient care, a model that Norway and Finland have since followed. Singapore’s National Steps Challenge uses fitness trackers to encourage nationwide movement, targeting lifestyle diseases such as diabetes. Japan and China have recently revised their national fitness policies, incorporating physical activity into aging care and preventive medicine. Even at the global level, organizations such as the International Olympic Committee (IOC) and the World Health Organization (WHO) have formalized partnerships to advance physical activity as a core pillar of healthcare. By embedding fitness into public health policy, governments are actively shifting cultural norms—positioning exercise as a medical intervention rather than a leisure activity.

4. Insurers Incentivize Exercise as Prevention

Insurance companies have a strong financial motivation to keep people healthy, and they are have been experimenting for a while to directly reward exercise participation as a means of lowering claims and reducing long-term healthcare costs.

One of the most prominent examples is Vitality, a program adopted by health and life insurers worldwide. This model allows policyholders to earn points, reduce premiums, or receive financial rewards based on their physical activity levels. Consumers are increasingly open to this: as of 2024, 40% of Americans reported they would share their health and activity data with an insurer in exchange for incentives, a dramatic increase from just 30% in 2016.

But more recently - and perhaps more importantly - healthcare systems are now covering exercise prescriptions outright. For example, UPMC Health Plan’s Prescription for Wellness allows doctors to formally refer patients to health coaches for physical activity programs, with costs covered under insurance. While still an emerging practice, this signals a future where gym memberships, personal trainers, and structured fitness plans are treated just like medications—authorized and funded through healthcare coverage.

The Future of Fitness is Fundamental to Healthcare (and vice versa)

The forces behind the medical gym revolution are undeniable. Industry leaders are validating fitness as medicine, hospitals are building gyms and prescribing workouts, governments are embedding exercise into national healthcare policies, and insurers are incentivizing physical activity through financial rewards. This is no longer just a movement—it is a systemic shift toward making fitness a core pillar of healthcare; fitness as the first line of treatment; the fitcare model; exercise as medicine, or - as I like to call it - medical gyms.

The trajectory is clear: fitness will not only be just a workout but an essential component of health, longevity and life in general. The medical gym trend is not just here to stay—it is only just beginning.

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-Christophe-

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The Technogym Story

From Fitness to Healthness: How Technogym is Leading the Medical Gym Revolution

For decades, the fitness industry has promised better health, stronger bodies, and longer lives. But what if gyms could do more than just sculpt muscles and burn calories? What if they could prevent disease, optimize longevity, and even serve as an extension of healthcare?

This is exactly where Technogym is heading. The Italian fitness giant is making a bold shift—from promoting general wellness to pioneering a new paradigm they call "Healthness." By fusing artificial intelligence, real-time biometrics, and precision training, Technogym is no longer just in the business of fitness. They are in the business of preventive healthcare.

For years, experts have called exercise the ultimate "magic pill"—a single intervention that improves metabolism, balances hormones, strengthens the heart, and even slows down aging. Now, Technogym is proving that with the right data and AI-driven intelligence, fitness can evolve into a prescriptive tool for longevity and disease prevention. Instead of simply offering workout machines, the company has developed AI-powered assessment tools like Technogym Checkup, which analyzes muscle strength, cardiovascular fitness, and even cognitive function. These real-time biometrics allow for highly individualized training programs that optimize health outcomes.

With this data-driven approach, Technogym has introduced precision training through its Biostrength and Biocardio equipment, which automatically adjusts resistance, intensity, and recovery based on a user’s real-time performance. This makes workouts more efficient, ensuring that every session is tailored not just for fitness gains but also for disease prevention and rehabilitation. Rather than just focusing on building muscle or burning calories, Technogym’s new training philosophy is designed to enhance heart health, regulate hormones, and even influence gene expression—all of which contribute to greater longevity.

By collecting decades of biometric data from millions of users, Technogym has reached a point where it can create hyper-personalized programs that deliver results 30% faster than traditional training methods. This shift marks a significant turning point for the fitness industry. Exercise is no longer just about aesthetics; it is becoming a legitimate, science-backed form of medicine.

Technogym’s evolution into medical gyms is not just about smarter equipment—it is about fundamentally reshaping the role of exercise in healthcare. The company has already partnered with 6,000 hospitals worldwide, and CEO Nerio Alessandri envisions a future where doctors prescribe an hour of Technogym per day to their patients. This vision is already materializing. In 2024, Technogym became an official partner of the American College of Sports Medicine’s Exercise is Medicine initiative, collaborating on exercise-based treatment protocols for cardiovascular disease, diabetes, and musculoskeletal disorders. This marks a massive shift in how the medical community perceives fitness—not as an option but as a clinical necessity.

With tools like Technogym Checkup, which assesses users’ health metrics and computes a "Wellness Age," and Technogym Coach, an AI trainer that prescribes personalized workouts, the company is effectively turning gym equipment into a "fitcare" system for preventive health. These innovations are blurring the lines between healthcare and fitness, offering a glimpse into a future where exercise is as prescribed and monitored as medication.

The trajectory is clear: Technogym is reframing workouts as a therapeutic and preventative service. As technology continues to bridge the gap between fitness and healthcare, we may soon see a world where hospitals routinely prescribe Technogym-based rehab programs instead of pharmaceuticals. Health insurers may begin covering gym memberships as part of preventive care plans, and AI-powered gym sessions could become as personalized and precise as taking daily supplements.

This is no longer about fitness for the sake of aesthetics. This is about fitness as medicine. With its Healthness strategy, Technogym is leading the way into this new era. The company isn’t just shaping bodies anymore; it is shaping the future of healthcare.

the CrossFit Story

CrossFit’s Founder is Back—But This Time, It’s About Healthcare

Greg Glassman, the controversial founder of CrossFit, is making a comeback. After a forced exit from the company he built—following accusations of racism in the wake of George Floyd’s death, as well as allegations of sexual harassment—Glassman is returning to the fitness industry. But this time, his mission is bigger than just workouts. His new focus? Metabolic health and fighting chronic disease.

For years, Glassman championed the idea that fitness is medicine, pushing for functional movement and lifestyle interventions to replace reliance on prescription drugs. Now, with his non-compete clause expired, he’s doubling down on that belief with his latest venture: MetFix—short for Metabolic Fix. This new initiative is less about the sport of fitness and more about turning gyms into frontline treatment centers for chronic disease.

MetFix isn’t just another gym model—it’s a revolutionary, metabolic, life-saving fitness method. It stems from Glassman’s work with The Broken Science Initiative, a movement that challenges conventional thinking in healthcare and nutrition. The core principle behind MetFix is that fitness should be the first line of defense against chronic illness, not an afterthought. In Glassman’s own words: “We’re taking what we built with CrossFit and we’re sharpening it into a tool that can cut through the epidemic of chronic disease that’s killing millions and bankrupting nations.”

CrossFit has always flirted with the healthcare space. Before leaving in 2020, Glassman had already started pushing for doctor-prescribed workouts—a vision where physicians would prescribe functional fitness instead of medication. He wanted to position CrossFit gyms as a direct replacement for pharmaceutical interventions, using movement and nutrition to treat obesity, diabetes, and metabolic disorders.

After his departure, CrossFit itself continued to experiment with healthcare integration. One of its most ambitious projects was Precision Care, a concierge telehealth service developed in collaboration with functional medicine company Wild Health. This program aimed to provide personalized healthcare for CrossFit athletes, using genetics, lifestyle, and fitness data to tailor medical advice. Led by a team of doctors who were also CrossFit enthusiasts, the initiative focused on preventive and performance-based medicine rather than traditional reactive healthcare. The idea was bold but ultimately unsustainable—CrossFit shut down Precision Care in 2023 due to financial constraints.

More recently, under new leadership, CrossFit launched the CrossFit Medical Society, a membership-based organization designed for healthcare professionals. The goal is to turn CrossFit gyms into “health homes” where doctors and coaches collaborate to use exercise as a primary tool for disease prevention and management. This aligns with what MetFix is now setting out to do—but with an even stronger emphasis on nutrition, metabolic health, and lifestyle interventions.

MetFix takes CrossFit’s core methodology and expands it beyond performance and competition. Instead of training for peak athleticism, the focus is on metabolic recovery and disease prevention. The goal is to transform gyms into spaces where members don’t just get fitter—they get healthier in measurable, trackable ways.

Rather than waiting for people to get sick, MetFix aims to proactively tackle the root causes of chronic illness—sedentary habits, poor diet, and metabolic dysfunction—through structured exercise and nutrition programs. Coaches in MetFix gyms are trained not just as fitness instructors, but as health warriors, equipped with the knowledge and tools to guide members toward disease prevention and reversal. This medicalized gym model aligns with a growing trend in the fitness industry—where workouts are designed not just for aesthetics, but for measurable health outcomes.

The next phase for MetFix begins in 2025, when the initiative will roll out nutrition-focused education for coaches and gyms, further strengthening the link between exercise and metabolic health. Many in the fitness community see this as a return to CrossFit’s original mission—not just high-intensity training, but a holistic approach to health and wellness.

The evolution of CrossFit—and now MetFix—signals a broader shift in the fitness industry. More than ever, gyms are moving beyond performance-driven workouts and embracing preventive healthcare models. From hospitals integrating exercise prescriptions to insurers incentivizing fitness memberships, the industry is recognizing that movement, nutrition, and lifestyle interventions must be part of mainstream healthcare.

Glassman’s return is both a revival of his core philosophy and a response to an urgent global crisis: the chronic disease epidemic. Whether MetFix succeeds in transforming gyms into true healthcare hubs remains to be seen, but one thing is certain:

Fitness is no longer just about looking good—it’s about saving lives.