This Week In Fitness: PureGym Acquisition, The Picklr Bankruptcy, HYROX & Fitbit Edge

Major acquisitions, franchise restructuring, AI-powered fitness technology and new opportunities for gym operators are making headlines across the global fitness and wellness industry. This week on **This Week In Fitness**, host Krissy Vann covers seven business developments, including PureGym's expansion in Switzerland, The Picklr's Chapter 11 bankruptcy filing, HYROX's growing affiliate gym ecosystem and Google's latest fitness wearable. **THIS WEEK'S HEADLINES:** **PureGym Acquires NonStop Gym in Major Swiss Expansion** PureGym announces an agreement to acquire 47 NonStop Gym locations, creating Switzerland's largest low-cost gym operator with more than 100 facilities expected by the end of 2026. **The Picklr Files for Chapter 11 Bankruptcy Protection** The indoor pickleball franchise's parent company enters restructuring following rapid expansion, supported by $4.5 million in proposed financing. The filing comes amid slowing U.S. pickleball participation growth and rising interest in padel. **HYROX Expands Sweatpals Partnership to Support Affiliate Gyms** HYROX is integrating event management, booking and payment capabilities into HYROX365, giving its network of approximately 20,000 affiliate gyms additional ways to generate revenue through training sessions, race simulations and local events. **REFORMD Announces U.S. Expansion With Large-Format Lagree Studio** Canadian fitness brand REFORMD is bringing its boutique fitness model to Calabasas, California, with 37 Lagree machines and integrated recovery services. The location is scheduled to open in January 2027. **Google Introduces Fitbit Edge With AI-Powered Health Coaching** Google expands its fitness wearable lineup with a new tracker offering advanced biometric monitoring, personalized AI coaching, built-in GPS and up to seven days of battery life. **Aescape Partners With Tom Brady on Robotic Massage Protocol** Aescape introduces the Brady Protocol, a 30-minute robotic deep tissue massage treatment starting at $39. The software-based offering will be available through existing Aescape equipment at participating fitness and hospitality locations. **NBA Signs Nutrition Partnership With David Beckham-Backed IM8** The NBA announces a multiyear partnership with IM8 across Australia and eight Southeast Asian markets, expanding the health and nutrition brand's international sports marketing presence. **ABOUT THIS WEEK IN FITNESS** Produced by All Things Fitness and Wellness (ATFW), This Week In Fitness delivers concise, business-focused coverage of the developments shaping the fitness and wellness industry. From gym acquisitions and franchise operations to fitness technology, investment, recovery innovation and global expansion, ATFW keeps fitness executives, operators and industry professionals informed. **Stay fit, stay informed, and keep your fitness business in shape.** #ThisWeekInFitness #FitnessBusiness #FitnessIndustry #GymIndustry #PureGym #HYROX #Fitbit #Pickleball #WellnessBusiness #ATFW