The Health and Fitness Brands to Watch in 2024

Kicking off a new year, we’re exploring brands set to make the biggest impact in 2024.

From reimagining care models to optimising longevity, keep an eye on these innovators advancing health, fitness and well-being.

Six Senses. The luxury wellness hotel is targeting 50 properties within four years, connecting travellers to longevity treatments and traditional healing techniques. Its new urban club concept Six Senses Place appeals to daytrippers, with London and Dubai up first.

UNTIL. Bringing training, treatment and healthcare under one roof, UNTIL is pioneering a new era of holistic wellcare. Buoyed by three private club openings in 18 months, the Steven Bartlett-backed concept is targeting 40+ sites, in the UK and beyond, in the next four years.

Neko Health. A product of Spotify CEO Daniel Ek and Hjalmar Nilsonne, Neko’s whole-body scans push “proactive, preventative care”, utilising AI to detect skin cancer, chronic diseases and more. The startup recently secured €60M to scale European expansion beyond Sweden.

TRIB3. Following the 2023 debut of its boutique-in-gym concept, the UK-born HIIT chain is crossing boundaries, and modalities. Adding to its 18 studios across Europe, it’s entering Portugal through parent co Holmes Place and hinting at a potential Reformer Pilates debut.

TALA. Founded by influencer turned entrepreneur Grace Beverley, TALA converts its Gen Z followers into customers. Partnerships with ecommerce sites ASOS and DEPOP fuel its mission to make sustainable activewear more accessible as it matures beyond social media stardom.

Technogym. Hoping doctors prescribe Technogym workouts, founder Nerio Alessandri sees the Italian fitness equipment maker as a pathway to preventative health. As exercise-as-medicine plays out, Technogym is expanding its ecosystem across homes, gyms and organisations.

Daye. Taking a proactive approach to women’s health, Daye’s tampon-based STI screening combines at-home comfort and convenience with sex education and aftercare. Targeting the gender care gap, it recently launched a virtual clinic diagnosing menstrual-related pain.

Self Space. The pop-in therapy provider is destigmatising mental health with four high-street sites, delivering on-demand, walk-in sessions. Taking on £2.25M in funding, the UK startup plans two additional sites in 2024 while adding to its team of 100+ therapists.

Sanctum. The brand’s transformational wellness raves are combatting loneliness. Alongside church-based London classes, partnerships Auberge and Six Senses will bring the workout/spiritual experience to the US and select European destinations in 2024.

EGYM. Eyeing the “shared economy of a gym”, EGYM wants to pair its forthcoming AI health coach with every piece of fitness equipment. Targeting an IPO, the German smart equipment and software maker hopes to bridge fitness and healthcare by optimising daily movement.

ZOE. The UK-based nutrition science company decodes food and the body’s response to it through microbiome testing and diet tracking. A partnership with retailer Marks and Spencer and backing from Steven Bartlett help to boost mass-market appeal and scale its first CPG.

HYROX. Providing a more inclusive approach to competition, HYROX is partnering with operators like Third Space, BFT and PureGym to take fitness racing mainstream. After a breakout year in 2023, it’s targeting 1M participants in 2024, and 170 events globally by 2027.