Unlocking the Future of Fitness: ABC Fitness CMO Maggie Lower on Purpose, Innovation, and Technology
ABC Fitness CMO Maggie Lower is leading the charge in revolutionizing the fitness industry by emphasizing the importance of connecting purpose, innovation, and technology to engage the next generation of fitness consumers. Lower recently shared her insights at the 2025 ATN CEO Summit, where she discussed the evolving landscape of the industry and the strategies needed to stay ahead of the curve.
Lower stressed the significance of aligning purpose with innovation, highlighting the need for brands to take a stand on social issues to resonate with younger generations. She emphasized that purpose-driven businesses not only build community but also attract loyal members, with 70% of Gen Z consumers basing their decisions on a brand’s stance.
In terms of member acquisition, Lower emphasized the role of technology in personalizing communication and creating one-to-one connections with consumers. She advocated for a tech stack that provides data-driven insights to engage effectively and move away from outdated broad campaigns.
Global trends also played a key role in Lower’s discussion, with a focus on inclusivity and culturally tailored approaches. She pointed to Latin America’s hybrid fitness models and Europe’s need for personalized strategies that resonate with local populations.
The conversation also delved into holistic wellness and emerging trends, with Lower highlighting the evolution of personal training to include metrics like hydration and meditation. She advocated for the integration of holistic programs, such as GLP-1 drugs, into fitness offerings to address comprehensive well-being.
Community building was a central theme throughout the discussion, with Lower emphasizing the importance of creating spaces that foster a sense of belonging. She cited activities like Pilates and pickleball as examples of ways to encourage social connections and create welcoming environments for all individuals.
As the session concluded, Lower called for inclusivity and innovation in the fitness industry to reach the 80% of people not currently engaged in fitness. She encouraged industry professionals to stay tuned for more information on the upcoming ATN Innovation Summit, a two-day event in New York City featuring the biggest names, brands, and ideas in fitness, health, and wellness.
