Atn Week In Review: For Gyms, The Click-to-cancel Era Is Here

This week, we break down the FTC’s lawsuit against the parent company of LA Fitness, and take a look at how top coffee chains are embracing the wellness revolution

One of America’s biggest fitness brands made national news headlines this week. Unfortunately, it wasn’t for the right reasons.

On Wednesday, the Federal Trade Commission (FTC) filed a lawsuit against Fitness International LLC, the owner of LA Fitness and other brands, accusing the operator of imposing “exceedingly difficult cancellation procedures” on its members. Those include allegedly forcing members to print out a cancellation form and submit it in person, or send one through the mail.

While Fitness International has vigorously denied the allegations (the company said it’s been giving its members the option to cancel online for some time now), the FTC’s suit marks a clear escalation in ongoing federal efforts to force gyms and health clubs to make it easier for people to cancel memberships.

The controversial “click-to-cancel” rule was struck down by a federal appeals court in July in a reprieve to the fitness industry. However, it’s clear that the federal government intends to hold fitness centers accountable to the rule’s core ethos: in 2025, consumers should be able to cancel their gym membership online without breaking a sweat.

Many operators see the writing on the wall, and brands including Planet Fitness (and Fitness International, it’s worth noting) are taking proactive efforts to streamline and simplify their cancellation procedures.

Coffee Shops Go All-In on Wellness

Wellness continues to go mainstream, and top coffee brands are getting creative to capture the fast-growing market for health-conscious food and beverage options.

This week, Starbucks announced it’s bringing coconut water–based drinks to more than 400 stores across the U.S., part of the coffee giant’s broader health push that includes moves like removing sugar from its matcha powder. Starbucks also plans to launch protein cold foams this fall, getting in on the protein craze.

Meanwhile, Bluestone Lane, a high-end, Australian-inspired coffee chain that’s become popular in the States, struck a partnership with AG1 to add the supplement maker’s all-in-one greens powder to its menu. At Bluestone Lane locations in the U.S., customers will be able to order an “AG1 on the Rocks” specialty drink or add a scoop of AG1 to any smoothie for an extra $4. Select Bluestone Lane locations will also introduce weekly run clubs in September.

These moves come as American fast-food restaurants and fine dining establishments alike take steps to remove seed oils from their menus, all in the name of “health.”

While the obesity crisis is still alive and well in the U.S., things are starting to change in the restaurant industry.

More news & notes:

• Is Google a wellness company? Maybe, as Fitbit plans AI health coach
• Eight Sleep gets $100M to build tech including an AI sleep agent
• Strong New York wants to be the NYC Marathon of fitness
• Club Pilates enters the world of experiential events
• Tourism associations aim to standardize hotel wellness

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