A quarterly power ranking of consumer fitness and wellness brands, scored on six public momentum signals. This isn't a ranking of who's biggest. It's who's moving. Planet Fitness has more members than everyone below it combined — it sits at #7.
Nothing in fitness is scaling like HYROX — a projected 2M athletes across 107 race weekends on six continents, with events stretching into 10-day residencies. Expansion is maxed; the only soft spot is search demand, already plateaued at a high level..
In one week Garmin acquired TrainingPeaks + TrainHeroic (~120 staff) and launched the subscription-free CIRQA band — owning sensor to data to plan to coach.
Crossed 3M members and hired like a consumer-goods company: ex-Nike CMO DJ van Hameren and ex-Glossier CEO Kyle Leahy.
The two brands making the most noise — HYROX and WHOOP — have flat search demand. They're already at a high plateau. The real acceleration is Oura, Third Space and Planet Fitness. A vibes list ranks the loudest; a scored one shows where attention is still growing.
Each brand earns 0–10 on six public signals, weighted to a 100-point score. A brand growing on discounts gets called out for it. Nothing here is a vibe.
Sources: company filings and IR, press releases, and Google Trends (demand trajectory, quarter over quarter). Consumer brands only — no B2B software.
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