Exercise Your Demons! is a devilish mixed reality fitness game revealed last week by developer Vyersoft. The game is coming soon to Meta Quest 2, 3, and Pro. Gamifying exercise? Whats not to love?
Tricked by the dastardly Demonomicon into opening a portal between the Netherworld and the human realm, demons now roam the Earth. Head down to the Infernal Gymnasium to team up with personal trainers Ash and Zephyr to get into shape and stop the demon invasion.
Your demons never looked so good.
With the help of fiendish fitness instructors, don DeGauntlets and wade into the fray across underworld hellscapes from the Poison Blossom Park to the Ultimate Demon Derby. Put up dukes and swing away, taking down the unholy scourge including Brimstone Bikers, Hellfire Hooligans, and Infernites. Duck, dive, weave, bob, and SMASH a path to victory with intuitive mixed reality controls.
Advertisement
Forget motivation. Persistence is key when it comes to health and fitness. Create a consistent routine by engaging the demonic forces on a regular basis to steadily progress and save the world. Collect Impcoins and Soul Bars by advancing through the story to level up and unlock cool cosmetics. Break a sweat, burn calories, and rise to the top of the Exercise Your Demons! leaderboards. All whilst setting personal records within the comfort of the living room.
“The hardest thing to do for your fitness isn’t lifting the heaviest weights or running the longest laps.” said Vyersoft founder Matt Conn. “It’s developing a healthy and regular habit. With ‘Exercise Your Demons!’ and its story-driven gameplay, we’ll help our players work up a reliable sweat.”
Exercise Your Demons! is coming soon to Meta Quest 3, Pro, and 2 for a price of $19.99. Wishlist the game on the Meta Quest Store
Staying healthy and looking good will never go out of style. Whether you’re trying to improve your cardiovascular health or want to get stronger, it pays to work out at home or hit the gym. While gym memberships and home exercise equipment cost money, you might be able to recoup that expense by investing in the most profitable gym stocks.
Best fitness stocks in 2026
Here are five of the best gym companies to watch this year:
Loading ticker_table…
Advertisement
Loading paragraph…
Loading company_card…
Advertisement
Most Planet Fitness gyms are located in the U.S. Management has a long-term goal of reaching 5,000 locations in the U.S. alone, and the company has plenty of opportunity to expand internationally.
Most Planet Fitness locations are franchises, but the company also directly operates more than 280 facilities. The franchise business model results in a very high operating margin with low capital intensity.
Planet Fitness is well positioned to capture market share after many of its competitors closed their doors permanently due to the COVID-19 pandemic. Strong results over the last two years have led to reacceleration in club openings and expanded operating margin.
2. Peloton
Peloton (PTON +5.35%) is known for its connected stationary bikes and other home workout equipment. Although users must purchase Peloton equipment, the company earns most of its revenue from the subscriptions required to fully utilize its bikes and treadmills.
Advertisement
Today’s Change
(5.35%) $0.23
Current Price
$4.63
Key Data Points
Market Cap
Advertisement
$1.8B
Day’s Range
$4.30 – $4.68
52wk Range
$4.09 – $10.25
Advertisement
Volume
1.1M
Avg Vol
11M
Gross Margin
Advertisement
50.50%
Peloton has 2.7 million subscribers who pay $50 per month for a connected fitness subscription. Another 500,000 people pay $16 or $29 per month for a digital-only subscription. Digital subscriptions are immensely profitable for Peloton, which has a gross margin of almost 50%.
The home gym company thrived during the pandemic since most people were confined to their homes. But as the pandemic subsided and gyms reopened, the company has struggled to hold on to subscribers, especially for its digital-only product.
The stock has sold off significantly since the height of the pandemic, as the tailwind turned into a massive headwind. Peloton grew its operating expenses as if the shift to home workouts were a permanent phenomenon. It paid for that in subsequent years. Management is now focused on improving profitability and increasing value for existing subscribers.
Advertisement
3. Lululemon Athletica
Lululemon Athletica (LULU +1.62%) is a leading apparel retailer, specializing in yoga pants and other athletic wear. Its premium brand and the comfort of its clothes led to strong sales growth over the last few years as athleisure has become a mainstream style choice.
Today’s Change
(1.62%) $2.76
Current Price
Advertisement
$172.85
Key Data Points
Market Cap
$20B
Day’s Range
$170.00 – $175.43
Advertisement
52wk Range
$159.25 – $414.14
Volume
2M
Avg Vol
Advertisement
3.9M
Gross Margin
58.35%
Management once expected to double its 2021 sales by 2026, with a goal of $13 billion in revenue, which may be tough to reach since it expects sales of $11 billion this year. Sales growth has been slower in the United States, but its international growth is strong, and several key markets, such as China, remain under-penetrated by the Canadian company.
Advertisement
The company also moved into the connected fitness space with its 2020 acquisition of Mirror, which it rebranded to Lululemon Studio. The move didn’t work out. It discontinued the Mirror device and partnered with Peloton to service its subscription home workout programs.
4. Garmin
Garmin (NASDAQ:GRMN) started by manufacturing global positioning system (GPS) navigation devices. Today, the company generates the bulk of its revenue from personal fitness devices such as smartwatches, fitness trackers, cycling power meters, and heart rate monitors. Consumer demand for fitness trackers continues to grow as more people look for ways to enhance their health.
Today’s Change
(1.81%) $3.59
Current Price
Advertisement
$202.28
Key Data Points
Market Cap
$38B
Day’s Range
$198.70 – $202.43
Advertisement
52wk Range
$169.26 – $261.69
Volume
30K
Avg Vol
Advertisement
1M
Gross Margin
58.73%
Dividend Yield
1.74%
Advertisement
Garmin has experienced strong sales growth for its fitness trackers and watches. With specialized devices for cycling, running, rowing, and more, it’s able to attract sports enthusiasts as well as amateur and professional athletes to its products.
Lower costs combined with its improved scale have helped it drive operating margins back toward relative highs over time. With its success in incorporating its advanced GPS and motion-tracking technology into its devices, it can continue to gain share over time.
5. Life Time Group Holdings
Life Time Group Holdings (LTH +3.69%) operates more than 180 luxury fitness centers in the U.S. and Canada. Over the last five years, Life Time has seen significant improvements in member engagement and revenue per member, driven by constant improvements and renovations. It recently capitalized on the growing interest in pickleball by dedicating space in its facilities to the sport.
Advertisement
Today’s Change
(3.69%) $1.06
Current Price
$29.82
Key Data Points
Market Cap
$6.3B
Advertisement
Day’s Range
$28.95 – $29.99
52wk Range
$24.14 – $34.99
Volume
Advertisement
2.1M
Avg Vol
2.1M
Gross Margin
35.38%
Advertisement
As a result, it’s been able to produce strong revenue growth through increased membership pricing and additional service sales such as personal training. As a luxury brand, Life Time has the opportunity to increase the value of its memberships more than low-cost gyms, such as Planet Fitness, that cater to budget-conscious consumers.
Its recent moves have resulted in very strong member retention while still attracting new members. Not only does that produce nice revenue growth, but it also provides strong operating margin expansion. The company saw net income increase 55% in 2024, and management’s preliminary earnings results showed a 61% increase in income for 2025.
How to invest in gym stocks
Open your brokerage app: Log in to your brokerage account where you handle your investments.
Search for the stock: Enter the ticker or company name into the search bar to bring up the stock’s trading page.
Decide how many shares to buy: Consider your investment goals and how much of your portfolio you want to allocate to this stock.
Select order type: Choose between a market order to buy at the current price or a limit order to specify the maximum price you’re willing to pay.
Submit your order: Confirm the details and submit your buy order.
Review your purchase: Check your portfolio to ensure your order was filled as expected and adjust your investment strategy accordingly.
Key factors to consider when investing in gym stocks
The gym and fitness industry consists of two types of companies: those that provide expensive, high-end products and services, and those that offer low-end products and services. Companies trying to offer something in the middle of the road struggle to find a customer base. Both strategies can work, but you need to know which strategy the company you’re investing in is taking.
Key factors for gym stocks in particular include how many locations they have, how quickly they’re opening new locations, member growth, and member retention rates. You’ll want to see healthy numbers across the board, and be sure to follow management’s commentary on how they plan to maintain or improve them.
Advertisement
Benefits and risks of investing in gym stocks
Benefits:
Gym and fitness stocks capitalize on growing health consciousness among consumers. People are highly willing to pay for positive health outcomes.
Most gyms and many fitness products receive recurring revenue, making their top-line growth highly predictable.
Risks:
Churn rates: Some gyms and health products can experience very high churn rates, requiring them to continually fill the bucket. A sudden drop in gross additions can cause a shortfall in key metrics, leading to a drop in the stock price.
Capital intensity: If a gym owner builds its own gyms (as opposed to franchising), it has to invest a lot of capital up front to open a new location, with some uncertainty about how well it can attract new members.
Are gym stocks right for your portfolio?
Gyms, connected fitness, and digital subscriptions all generate recurring revenue, which can lead to more predictable revenue growth. Subscriptions can also provide a strong revenue base for companies to sell equipment or apparel. Focusing on investing in companies with business models that generate plenty of cash is likely the most profitable approach.
The performance of gym stocks can vary seasonally since many people focus more on their health around the new year. But despite that potential price volatility, adding a top gym stock to your portfolio may be just the right fit for you. At the very least, buying stock in a fitness company may make you feel better about paying for an unused gym membership or a Peloton that you hang clothes on.
Related investing topics
Advertisement
Gym stocks FAQ
Adam Levy has no position in any of the stocks mentioned. The Motley Fool has positions in and recommends Garmin, Lululemon Athletica Inc., Peloton Interactive, and Planet Fitness. The Motley Fool has a disclosure policy.
Here at Fit&Well, we’re on a mission to inspire you to try activities that could improve your wellbeing.
In this case, I’d like to inspire bike owners (including those who own an indoor exercise bikes) to complete our survey about cycling. And how could that improve your wellbeing? Well, agree to share your name and email and you’ll be in with a chance of winning a $300 Amazon voucher (or £250 if you’re based in the UK or Ireland). Hopefully that covers the inspiration bit, too.
The survey should take between 10 and 20 minutes to complete and will ask about how often you cycle and why, the equipment you own and where you buy it from, and where you get your information about cycling, among other things.
The survey is open until March 26, 2026, with full T&Cs available to review before you begin the survey.
Advertisement
Start your week with achievable workout ideas, health tips and wellbeing advice in your inbox.
Forget the excuse that it costs too much to exercise. These three people, all members of the Start TODAY community, stay active without being locked into pricey gym memberships, paying for app subscriptions or buying fancy home equipment.
They’re lacing up their walking shoes and heading out the door, searching YouTube for video workouts, dancing with their grandchildren and even digging out years-old workout equipment.
Here, they share the low- and no-cost exercise routines that work for them.
Movement can and should be fun. Dancing with her grandson is a staple in Carol Wells’ workout routine!
Carol Wells
Workout routine: Stretching, walking, workout videos, dancing with her grandchildren
Carol Wells, 62, watches her 2-year-old grandson twice a week. So, for part of her exercise routine, the two of them dance together. “I found Bee Gees videos — I grew up with the Bee Gees — and he absolutely loves them. I love the fact that he likes it, too. And it makes it so much easier for me to get my exercise in,” she says.
Advertisement
Moving to music, with her grandson or with videos, is a key part of making exercise fun for Wells, especially when the winter weather near her Effingham, Ill., home keeps her indoors.
She has a routine she follows as often as she can, where she mixes bursts of activity in throughout her day. “I try to get in three workouts a day, and I definitely get in at least two,” she says.
Here’s how Wells fits in movement without spending a lot of money:
Stretching: She starts her days with 10 minutes of stretching, following a YouTube video.
Morning walk or workout: After stretching, she’s out the door for a one- to two-mile walk if the weather cooperates. In winter, more often than not, she needs to exercise indoors, so she puts on a walking video from eitherYes2Next or Leslie Sansone to get some steps in. “I do 15 to 30 minutes at a time, and I really enjoy that,” she says.
Afternoon walk or workout: She aims for another activity session in the afternoon. That could be dancing with her grandson or working out to another video, possibly one that includes some low-impact, bodyweight strength training. She doesn’t lift weights because of arthritis in her shoulders and elbows. If the weather is nice, she walks in her neighborhood or in a nearby park, “Walking is my favorite thing. It’s the best kind of exercise for me. I love nature, and I’m an amateur photographer, so I love taking pictures of birds, flowers and the sky,” she says. She aims to get in four to five miles a day.
Evening workout: After dinner, she exercises again. She’ll search online for workout topics, such as “Zumba to ABBA,” or workouts with Fleetwood Mac music. She finds a lot of workouts she likes through Keep on Moving.
Wilkins in 2025 versus today, 40 pounds lighter thanks to a consistent walking routine.
Kathleen Wilkins
Workout routine: Walking, YouTube workout videos, using “vintage” equipment she’s had forever
Kathleen Wilkins, 66, likes to get her exercise in close to home. “I don’t want to get in the car and drive somewhere,” she says. She’s joined gyms in the past, but she always stopped going after a few visits, and then she was locked into the payments for months.
So, she’s built a routine around lots of walking, workout videos and simple home equipment.
Advertisement
Wilkins has been retired for just over a year, so she can fit plenty of walking into her schedule. She walks the roads of her 55-plus mobile home community in Thousand Oaks, Calif., several times a day, covering about two miles each time, and five to six miles per day.
She walks after breakfast with a neighbor, and sometimes again before lunch. After lunch, she walks with another neighbor who uses a wheelchair, and she takes charge of that neighbor’s dog. “She’s a French-mix bulldog, so she gives me a resistance workout,” Wilkins says.
Wilkins blew past the 30-mile goal in a recent Start TODAY walking challenge.
Wilkins can finish her two-mile walks in 30 to 35 minutes, though she sometimes slows her pace to match her walking partners’ or stops to chat with people she hasn’t seen in a while. She doesn’t mind taking her time: “A mile is a mile. It doesn’t matter how long it takes you to get there, or how fast you’re going.” Plus, she likes getting to know her neighbors and using her walks as a time to socialize.
To add strength training and more cardio to her routine, three mornings a week, Wilkins and a group of neighbors exercise together in their community clubhouse. They choose from different Paul Eugene YouTube workout videos that run 30 to 45 minutes.
Rounding out her fitness schedule, she recently dusted off two old pieces of workout equipment she’s had forever — an ab roller and a rotational disk. They help her build core strength and stability.
Wentz in 2022 (left) when she joined the Start TODAY group and started her health journey and today (right), going strong with a 1,322-day walking streak!
Judy Wentz, 58, exercises to manage the pain she has from fibromyalgia, which forced her to retire about four years ago. “I’m working on my health now, more than anything. If I keep moving around, the pain doesn’t have time to catch up with me. When I go to bed at night, sometimes it hits me. But I work through it,” she says.
Advertisement
Fibromyalgia means she needs to keep her workouts low impact. She usually begins her day with either a walking workout video or 20 to 30 minutes on her stationary bike. “If I’m having a really bad day, I’ll do chair exercises to start,” she says.
Wentz and her husband walk together every day, regardless of the weather. “Walking helps me mentally and physically,” she says. She likes to walk to a destination, like an Italian ice shop, a downtown restaurant for lunch or simply to her hometown post office in Bedford, Penn.
When she first started walking, she could only make it to the end of her driveway, or maybe half a block. Now, most days, she walks a total of five to seven miles. And she’s kept up a walking streak for 1,322 days in a row.
Wentz with fellow Start TODAY member Tammy Carter Skov. She has found support and made real-life connections through the Facebook group.
Along with walking, she likes a range of home workouts. She’s tried Silver Sneakers at the gym and at a senior center, but she prefers more variety. “I get bored if I’m doing the same thing all the time,” she says. “I’m always trying to find something new and exciting.”
She does strength training at least twice a week and cardio two to three times a week, adding her favorite workouts to a calendar she’s set up for herself. “Each week is different,” she says.
Some of the free workouts she’s tried include:
Advertisement
Metro Physical Therapy on YouTube: “I used to really struggle with that, but now I can breeze through it.”
Walking videos that include strength training
Tai Chi, which she admits wasn’t her favorite
Zumba
Yes to Next video workouts
Resistance band and dumbbell workouts. “Five-pound weights used to be so heavy, and now they’re like nothing,” she says.
She also attends a support group called Take Off Pounds Sensibly (TOPS).
Her workouts and lifestyle changes have helped her lose weight, and she’s been off diabetes medication for two years: “I’ve never had this much energy in my life. I can’t even keep up with myself some days.”
To find support and connect with other like-minded people on their fitness journey, join the Start TODAY Facebook group!
