Business Tech
Insights
Market Players
The Race Accelerates: Multi-Segment Expansion, Scale Wars & the Push for AI Dominance
The software and SaaS ecosystem serving fitness and wellness continued its rapid evolution this year, marked by consolidation, bold feature innovation, and fresh capital flowing into growth. Xplor Technologies remained one of the most active players in fitness SaaS M&A, completing a major merger with Clubessential Holdings and acquiring Ezypay. Daxko expanded deeper into the boutique studio market through its acquisition of Exercise.com. Innovation also picked up pace. ABC Fitness introduced Click2Save, an AI-powered retention agent capable of reducing churn before cancellation requests reach staff—a strong signal of where automation in member lifecycle management is heading. Investor appetite hasn’t cooled either. Strava hit a $2.2B valuation following new investment (including debt), alongside successful raises for FLiiP ($4.4M seed), SalesRevv ($3.2M), Arketa ($15M), and Brazil’s Next Fit ($8.8M Series A). Across the board, companies are racing to scale, broaden their offerings, and integrate AI-driven capabilities aimed at reducing churn, boosting ARPU, and extending lifetime value. The market is shifting fast—and the winners are those combining multi-segment depth with intelligent, automated growth engines.
Bill Davis
CEO
ABC Fitness
As we look ahead, our focus remains on advancing our platform — with AI leading the way — to help fitness businesses operate smarter, connect more deeply with their members, and grow with confidence. We continue to invest in innovation and insights, serving the global fitness industry and offering a competitive advantage to fitness businesses of all sizes.
In 2024, we saw fitness businesses focusing on scaling in a fiercely competitive market, integrating more robust reporting capabilities, and making end-to-end solutions like ours the norm. In 2025, Hapana will continue supporting our customers with innovative technology that stays ahead of the market. We have major plans in the works to capitalize on the current moment and create truly ambitious software that will cement Hapana as a leader in the industry.
Jarron Aizen
CEO & Founder,
Hapana
Matt Humphries
Head of Growth,
Ezypay
Pablo Viñaspre
Founder & CEO,
FitnessKPI