ATN CEO Summit @ Nasdaq: The Conference That Broke the Mold

Conferences are a massive part of my job as the co-founder of Walla, but honestly, they can get repetitive and tiring. The same speakers, the same topics, and often, I pack my bags and leave town feeling depleted. But when I was in bitterly cold New York the first week of January, I had an experience that completely shifted my perspective and expectations.

The 2025 ATN CEO Summit at Nasdaq HQ wasn’t just a conference. It was a moment. Athletech News brought together some of the most inspiring and successful brands in the wellness industry: Pvolve, Barre3, MADabolic, SoulBody Studios, Oura, Rumble, Solidcore—the list goes on. The brands in attendance are redefining the future of movement, recovery, and health, inspiring a new way to live, perform, and thrive.

But being part of the 2025 ATN CEO Summit wasn’t just about listening and taking notes; we were there to learn from industry outsiders with profound consumer data. We were there to share wins (and, yes, some brutal losses) and celebrate the incredible work we collectively do as an industry to promote wellness and shift the perspective of well-being. Standing at the Nasdaq podium at the Closing Bell with this group of trailblazers and then seeing the Walla brand name up in lights in Times Square? Let’s just say it was a pinch-me career and personal moment I’ll never forget. I was beyond proud to represent Walla and the incredible studio owners and staff we serve.

Top Takeaways from the Summit

The 2025 ATN CEO Summit was a deep dive into trends, consumer habits, and what’s next for the industry and wellness entrepreneurs. Here are a few of the key insights I walked away with:

1. The Future Is Female: Women’s Health is Front and Center

The words “menopause” and “perimenopause” came up in nearly every presentation and panel. Talking about women’s health throughout different phases of life isn’t a passing trend; it’s a seismic shift in how we serve our communities. 

“If we meet women at the critical moments in their lives, we have them as a customer for life,” said Sadie Lincoln, Founder of Barre3. “Menopause is one of those times.” 

Her statement was a powerful reminder that wellness isn’t a one-size-fits-all approach; it’s about understanding the life stages of our studio clients and showing up for them in meaningful ways. We all boned on how women didn’t start going through menopause “all of a sudden”—we just finally were loud enough to make the industry realize how underserved we all have been. 

2. Ebb and Flow: The Rise of the “Fluid Fan”

Consumers today exhibit “Fluid Fan” behavior, best known as a term usually referring to sports fans. These consumers are evolving, informed, and open to change (and like variety in their fitness and wellness routines). Understanding and targeting this type of consumer means it’s more important than ever for brands to stay consistent while shouting their unique strengths from the rooftops. So, what makes your studio different? That’s your superpower, and you need to lean into it now more than ever. 

3. Show Me the Metrics: Data is Pure Gold, But It’s All About How You Interpret It 

As Jay Siano from SABRE Real Estate Advisors said, “We have the answers to the test.” And that we do! We can pinpoint our ideal customers precisely with consumer segmentation, financial data, and endless analytics and insights. But here’s the catch: Data is only as valuable as the insights you can extract from it. Having the right people interpret that data is where the magic—and growth—happens. At Walla, understanding metrics to make informed decisions and take action is easier than ever. With tools like a member's personality typology and Walla’s robust Sales and Marketing suite, you get instant insights into the exact data attribution you need to invest in marketing dollars and the tools to act on it. By segmenting your audience and creating highly personalized marketing campaigns, Walla arms you with the functionality and data that makes sense, instantly setting you up for success. So why not lean into that? 

4. Meaningful Spending: Gen Z Wants Wellness, But They Also Want Values

Gen Z prioritizes wellness more than any previous generation and is willing to spend money on it. With a global spending power of $450 billion and counting, so don’t discount their financial influence. But here’s the kicker: 70% of Gen Z consumers will decide to buy from your brand based on your values and mission. And 64% are willing to pay extra for services and goods if it’s from a brand they feel loyal to. It’s not just about the product, experience, or service anymore—it’s about who you are and what you stand for. Gen Z also views fitness as one component of overall wellness. Yes, they want to sweat, they want the workout, but they also want a comprehensive, holistic wellness experience. It’s about how they feel versus how they look. Think: Hot Mat Pilates meets meditation, Reiki, strength training, and a much-needed stretch session. It’s the whole body, mind, and soul connection (Gen Z prioritizes spending on that).  

5. A Little Goes a Long Way: The 1% Shift

One of the day's most straightforward and profound insights was this: We don’t need to reinvent the wheel. If each of us in this industry of well-being moved the needle by just 1%—helping a few more people commit to wellness habits—it would have a massive impact on the collective health of our communities. However, we must focus on our strengths to achieve this 1% shift. Our differentiators. People don’t want a generic experience; they want to find where they truly belong. They want to discover a deeper sense of community within a commonality. Well, it’s excellent news for studios because you can stop trying to be everything to everyone. Just focus on the people who want exactly what you offer and give them everything you got. 

My Final Thoughts

‍The ATN CEO Summit reminded us why we do what we do. As wellness entrepreneurs, we’re not just running businesses but shaping lives. The challenges are real, but so are the opportunities to make a real impact.

At Walla, we aim to help you capitalize on that opportunity by offering laser-focused tools for personalizing the consumer experience. By making it easy to understand and act on your data, we give you the power to meet your clients where they are, help them succeed, and create a community where they feel seen and valued.

To everyone at the summit, thank you for the inspiration, the conversations, and the shared passion. And to our Walla clients, you’re why we show up every day. Let’s keep moving the needle together. The future belongs to wellness.