• by Ray Schultz , October 25, 2023

The fitness and wellness media space has a new B2B entity: Athletech News was formally launched on Wednesday by Edward Hertzman to provide business news and reporting on the field, which is said to be valued at $30.8 billion in the U.S. and $87 billion globally.

Hertzman hopes to build a multimedia platform “for the fitness and wellness industry, to share news and opinions, even if those opinions are somewhat raw, to network, celebrate wins, and most importantly, do all of it in a collaborative, pre-competitive environment.”

He adds, “It's time the fitness and wellness industry had a serious seat at the table. From boardrooms to Capitol Hill to mainstream media, there is more to our business than diet hacks, before-and-after infomercials and body-building stereotypes.

In addition to its website and newsletter, Athletech News has launched a video series called DISRUPT, featuring on-camera interviews with more than 30 executives from firms such as Technogym, CrossFit, Tonal, Pvolve, FitOn, Xpotential, TRX and Zumba.

Hertzman founded Sourcing Journal in 2009 and sold it to Penske Media Corporation in 2017, staying on to run it for six years. He later served as executive vice president of all Fairchild Media Titles.