Contributed by David T. Stevens
There’s a not so quiet revolution happening in wellness. It’s not just about weight loss, but about what guests lose, and preserve, along the way.
At a recent Athletech News event, I attended a session called “Monetizing Muscle in the Age of GLP-1’s: Why Data Matters More Than Ever.” It was a panel discussion led by Edward Hertzman and he spoke about comprehensive supportive care of people on GLP-1’s with Jeff Zwiefel, Ed Zouroudis, Mitchell Keyes and Cyrus Massoumi.
The conversation around GLP-1 medications like Ozempic and Wegovy revealed a critical shift: fitness professionals and medical providers are teaming up to combat muscle loss, not just weight loss. As rapid weight loss becomes more common, resistance training and protein intake have become essential tools for long-term health.
Here’s where the context gets powerful: roughly 13% of U.S. adults report having ever used a GLP-1 drug, with 6% currently taking one according to a healthline article. According to FAIR Health, about 4% of Americans were on GLP-1s in 2024 for diabetes, overweight, or obesity according Axios. Add to that PwC reports 8–10% of adults are currently taking GLP-1s. So, with millions using or considering these medications, ignoring this trend as a hotel operator is no longer an option.
So why are so many hotel gyms still flush with cardio equipment and lacking resistance training support?
Modern travelers, yes, leisure, business and conference guests, aren’t just interested, but are essentially being PRESCRIBED higher protein intakes and resistance training from their doctors.
So, what can hotels do to keep up?
- Dedicated space and equipment for resistance training, not just rows of cardio machines
- Grab-and-go menus that support muscle health with adequate protein
- Group classes and trainers emphasizing strength, mobility, and healthspan instead of pure calorie burn
- Partnerships with local gyms and trainers to help support guests on their health journey.
The reality is clear: Platforms like HotelGyms.com and WITT–Wellness in Travel & Tourism certification are empowering travelers to evaluate and demand better fitness offerings before booking. Even my silly YouTube playlist of Hotel Gym Reviews in Under a Minute has done over 10,000 views in a few months.
If you’re a hotel owner or operator, ask yourself:
- Are you meeting these evolving guest expectations?
- Is your brand staying ahead by offering holistic, medically aligned fitness experiences?
- Could your property become a leader in sustainable wellness programming?
Wellness is no longer a luxury—it’s part of your brand reputation and a competitive advantage.
The fitness landscape is shifting. Is your property prepared?
Because the future of wellness isn’t just about losing weight, it’s about keeping what matters most: strength, resilience and the ability to make the most of every trip.
David T. Stevens is a Harvard-certified Lifestyle Medicine & Wellness Coach, 6x Fittest Male #EventProf, and co-founder of Olympian Meeting and Club Ichi. He helps brands embed wellness and social connection into the heart of events and hospitality.
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