Peloton Enters Menopause Care as Wellness Brands Race To Aid Women in Midlife

October 7, 2025

Perimenopause doesn’t wait until 50. For many women, it begins in their mid-to-late 30s or 40s, a time already packed with career demands, caregiving and everything in between. The transition can bring more than a hundred possible symptoms, from brain fog and anxiety to weight changes and sleepless nights. Yet for decades, the conversation around midlife health has been limited to hot flashes and night sweats.

A new report from women’s wellness company NNABI underscores just how overlooked this life stage remains. The Peri Power Report 2025, a national survey of 1,000 U.S. women, found that although most respondents reported an average of seven perimenopause-related symptoms, only 10% had received a formal diagnosis. Nearly 40% had never even considered perimenopause as the cause, often attributing their symptoms to stress, mental health or aging.

Much of that stems from the fallout of the early 2000s Women’s Health Initiative, which linked hormone therapy to health risks, led to widespread panic among both women and physicians and resulted in prescriptions for HRT plummeting worldwide, by about 46% in the U.S. alone within a few years. The result, some suggest, was two decades of confusion and silence. But that silence is breaking. A new generation is asking better questions, pushing for better science and demanding better care.

And now, the market is responding.

Where medicine fell short, technology is moving fast to catch up. The result? A surge of innovation focused on improving how women experience perimenopause and menopause, from exercise and data tracking to clinical care. Athletech News