Building the Future of Fitness: Inside Vision’s 2025 Deep Dive

The fitness industry is evolving faster than ever, and for those of us on the front lines of design, equipment, and member experience, staying ahead of the curve is everything.
At Vision Fitness, that evolution isn’t just about the next treadmill or strength line, it’s about a philosophy rooted in reliability, simplicity, and value. This year’s Vision Deep Dive showcased exactly how this brand continues to set the standard for commercial fitness in 2025 and beyond.

It All Starts with a Vision

Every great fitness space begins with a vision,  the feeling you want people to have when they walk in. For Vision Fitness, that purpose is clear:

“Provide the best value of products and services to satisfy customers’ needs while promoting health, learning, and shared success.”

That mission shines through in every product built. Vision’s equipment is tested for years of hassle-free performance, built on time-tested engineering, and designed for one purpose: to keep your members moving without the complications that often come with high-tech but fragile competitors.

In a world where durability is rare, Vision is proving that brilliant simplicity is the real innovation.

The State of Fitness 2025: Strength Is Surging

If the past few years were defined by connected cardio, 2025 is redefining balance.
According to Vision’s industry data:

• Strength equipment sales are up 7% year-over-year

• Plate-loaded equipment is up an impressive 32%

• Cardio still accounts for 62% of all fitness equipment sold

The takeaway? Functional, strength-driven training isn’t a fad, it’s a foundation. From Gen Z to Baby Boomers, everyone is embracing equipment that builds real-world strength, mobility, and confidence.

And Vision’s expanded Keystone Plate-Loaded and Selectorized lines are leading that charge, delivering commercial-grade performance for clubs, multifamily developments, schools, and hospitality environments alike.

Partnerships with Purpose

One theme echoed throughout the Deep Dive: purposeful partnership.

Vision operates on the 3 C’s (Communication, Collaboration, and Commitment) values that extend far beyond product sales. It’s a partnership built to help dealers, designers, and gym owners succeed through ongoing support programs like:

• Marketing co-op funds for trade shows

• Photography grants to showcase installations

• JHT Education Platform, with brand and product training

It’s not just about selling equipment,  it’s about equipping partners for long-term success.

“The true strength of AI is when you combine it with a marketer who understands their audience and the problems they are looking to solve.”
— Kieran Flanagan, Vision Deep Dive 2025

Future-Proofing Your Facility

In commercial fitness, waiting for something to break is the fastest way to lose member trust. With treadmills logging an average of 6+ hours of daily use, proactive replacements and innovative maintenance plans protect your investment.

Vision’s equipment is designed with simple service access, durable parts, and strong warranty programs, giving operators peace of mind and more uptime for members.

Future-proofing your space isn’t just about adding new machines; it’s about building reliability into your brand experience.

The Big Picture: Vision’s Growth Reflects Industry Momentum

In just two decades, Johnson Health Tech (Vision’s parent company) has grown from $142M in 2003 to a forecasted $2.0B in 2025, solidifying its place as:

• #1 Wholesale Supplier to Specialty Retail

• #1 Specialty Retailer

• #1 Traditional Fitness Manufacturer

• #1 Commercial Fitness Supplier

That growth is fueled by a deep understanding of what the industry truly needs: not just cutting-edge innovation, but sustainable, serviceable solutions that work in real-world facilities day after day.

Final Thoughts

The Deep Dive wasn’t just a product showcase; it was a reminder that our industry is built on human connection, shared purpose, and continuous improvement.

From the gym owners and developers who bring spaces to life, to the partners and reps who make it happen, we all play a part in shaping the future of fitness.

And if there’s one thing we can take away from Vision’s message, it’s this:
The future belongs to those who keep their Vision clear and their partnerships strong.