ATN Innovation Summit 2025: Robots, Referrals, and a Room Full of Opinions

Last week’s Athletech event in NYC—also known as the ATN Innovation Summit—was nothing short of a production. Think LED walls, club-style lighting, and tech demos that looked straight out of a sci-fi trailer. Flashy, fast-paced, and designed to get people talking, this was not your average wellness summit. It was a show, and the show delivered.

But beneath the surface sparkle? Some honest, powerful conversations bubbled up. And some major tension.

Politics, Panels, and Power Plays 

One of the most talked-about sessions? A panel on fitness and healthcare—aka how we can finally get fitness recognized (and reimbursed) as a legitimate part of the healthcare continuum. MAHA is leading the charge with plenty of momentum, and while there was some cautious optimism in the room, things got a bit heated when those four letters were mentioned.

The audience was into it. Like, note-passing-in-middle-school levels of side chatter. While there is agreement that fitness should play a significant role in healthcare, there is far less alignment on how actually to make that happen. One glaring miss? Liz Clark from HFA was notably absent from the stage. In a room full of decisions being made—and major discussions about those decisions in Washington—women’s voices were too few and far between. And. We. Felt. That.

Hormones and Hype: The Women Said What Needed to Be Said

When women did take the stage, they came with fire. The conversations around fitness and women’s health were driven by the stark sense of overwhelm that women are feeling. The speakers delivered a message that women must be included in more studies, or we will never have the complete picture (or the right answers). From cycle syncing to perimenopause, the message was clear: we need to stop treating women’s bodies like smaller versions of men’s.

The biggest mic drop moment? A reminder that Instagram influencers are not scientists, and not all “science-backed” advice is actually… science. Let’s do better. Let’s know better.

Referrals: Still Queen of Client Growth

Another recurring theme? Referrals. Approximately 85% of new clients entering fitness businesses still come from referrals. Let that sink in.

Sarah Choi, CMO of CorePower, and Sadie Lincoln, CEO and Co-founder of Barre3, both backed this up, emphasizing that even in an era of digital ads and algorithm obsession, the best marketing tool is still a happy client talking to a friend.

So why aren’t we making it easier, more trackable, and honestly, more fun?

At Walla, this hit home. We have tools that amplify what already works, making it seamless to bring a friend, and we are building even more to make referrals a part of your daily business rhythms.

Community is Critical (And Also Competitive)

From Alpha Fit Club to Hyrox, one big takeaway was this: people don’t just want a workout—they want a why. And a crew. The brands on stage use competition as the primary driver of community, and it was apparent to see that it’s working. 

Community is the magic sauce. Whether it’s the post-class coffee, a weekly run club, or a themed book club that somehow turns into a wine night, connection keeps people coming back. Celebrating the work together builds loyalty that you can’t fake.

The Tech Was… Wild

Imagine a robot massage station with giant arms. Full-body vibration pods to regulate your nervous system. Cryo chambers, red light face domes, and scanners that analyze your entire body composition in 30 seconds.

It was incredible. It was also a little eerie. Because we’re entering an era where parts of our industry can—and will—be automated. And the question becomes: what do we want tech to replace, and what do we want it to enhance?

And Then There Was AI

AI was the unofficial headliner of the whole event. From SEO strategy to marketing automation, AI is reshaping everything. Fast.

The big takeaway? You need someone who’s in it—who understands how to adapt, make informed choices, and implement them meaningfully. It’s not just about using AI, it’s about using the right AI. At Walla, we’re obsessed (in a healthy, not-creepy way) with making this real for our clients, without turning them into robots.

TL;DR?

The future is flashy, fast, and full of questions. However, the foundations—referrals, community, and personalization—remain unchanged. They’ve just found new ways to sparkle.