Fitness Brands Must Rethink How They Market to Female Consumers, Experts Say

July 17, 2025

C-suite executives challenged outdated assumptions about women in fitness, suggesting a new approach to understanding female consumers that combines data and dialogue

At the ATN Innovation Summit 2025, C-Suite executives discussed how to rectify such issues and move the industry forward. The conversation, which featured barre3 co-founder and CEO Sadie Lincoln, CorePower Yoga chief marketing and commercial officer Sarah Choi and ABC Fitness vice president of global key accounts Melissa Knowles, dug into the nuances of marketing to women. Athletech News