On the ATN Innovation Summit, CEOs from prime health manufacturers mentioned the way forward for content material technique amid the rise of synthetic intelligence
As health manufacturers navigate a quickly evolving digital panorama, the race is on to ship content material that’s not solely high-quality and scalable however deeply private. Synthetic intelligence will play a key function, executives imagine.
On the ATN Innovation Summit 2025, business leaders took the stage to discover the evolving state of health content material and supply. Moderated by Liz Plosser, the founding father of Finest Case State of affairs and the previous editor-in-chief of Girls’s Well being, the dialog featured Echelon founder and CEO Lou Lentine, Les Mills U.S. CEO Sean Turner and Fitness on Demand CEO Andy Peat.
Energy Coaching Is King
Plosser kicked issues off with a query about what modalities are seeing probably the most traction immediately. Peat stated that “mobility has been massive” together with “energy coaching (and) dwell lessons.” He famous that health content material is now not restricted to high-intensity codecs.
“There’s additionally numerous mindset and psychological well-being content material,” Peat added.
Turner agreed that strength continues to grow and emphasised that geographic variations are value watching.
“For instance, in China, it’s somewhat bit completely different for us there; we see an advance in fight,” he stated, pointing to regional variations in modality preferences.
Hybrid Health Is Right here To Keep
Lentine emphasised how content material preferences now span each in-person and digital experiences.
“Individuals need to have that at residence, in addition to have that within the fitness center,” he stated. “We’re producing energy machines, restoration, mobility; it’s all about comfort and giving shoppers what they need.”
All three leaders agreed that hybrid health is now not only a buzzword. Turner sees this as a return to stability post-COVID:
“There was a concern that digital would exchange bodily, however what we’re seeing is that most individuals do each,” he stated.
The panelists additionally mentioned the complexity of manufacturing high quality content material at scale.
“We’ve got 20 instructors full-time… they’re additionally on social, they’re producing throughout all these completely different modalities,” Lentine stated, referencing the hassle it takes to make sure Echelon’s content material stays on-brand and constant.
When requested about how one can outline worth in immediately’s saturated content material market, Peat stated it relies on the model.
“For boutique studios, worth is maximizing their house exterior of dwell lessons,” he defined. “Most individuals don’t reform at residence, so content material should work as an on-demand possibility throughout non-class hours. For bigger gyms, the worth would possibly lie in permitting members to discover modalities on their very own by way of screens or cell apps.”
Can AI-Generated Content material Substitute People?
The dialog naturally turned to AI. Peat shared that Health On Demand is utilizing generative instruments to create 1000’s of movies.
“The largest factor I’m curious (about) is: does it exchange an teacher?” he requested, noting that some AI-generated content material for Pilates is already “fairly shut.”
Lentine described Echelon’s integration with Amazon Bedrock and the model’s use of AI to enhance content material discovery: “It advisable three lessons from six years in the past that I’d by no means seen, and so they have been nice.” He added that AI additionally powers a exercise builder that scans the fitness center ground and suggests exercises primarily based on obtainable gear.
Turner famous that Les Mills is utilizing AI in areas like “efficiency insights and in addition serving to coaches by teaching instructors,” in addition to for “language recognition AI to truly enhance efficiency” throughout its international community.
To shut the session, panelists have been requested to share what evokes them past health. Peat pointed to hospitality.
“Whenever you go to a resort, the personalization, the sentiments, that’s the place health must go,” he stated.
Throughout the board, panelists agreed: the way forward for health content material is about flexibility, smarter personalization and retaining the facility of human connection, at the same time as AI and automation proceed to develop.
