At the ATN Innovation Summit, a powerhouse panel of female leaders called out outdated health models and made the case for strength, science and real representation
For too long, the women’s fitness and wellness movement has prioritized aesthetics over health outcomes. Now, a growing chorus of female leaders is pushing for evidence-backed solutions that meet women’s needs and for equal representation in shaping the systems that serve them.
That was the central thread running through a candid, high-impact panel moderated by Alchemy Leadership Lab CEO Brynn Scarborough at the ATN Innovation Summit 2025. Here are some of the key insights from Dr. Jessica Shepherd (Pvolve, Hims & Hers) Dr. Tania Elliott (Modern Medical), and Dr. Gloria Winters (YMCA of the USA).
Even as the industry begins to embrace fitness as a form of functional medicine, the panelists pointed out that evolution needs to go further and move faster to help women manage common issues such as inflammation and hormonal shifts.
“Historically, fitness has been tied to looking good… I think there’s still a role for that, but we’re missing women who need fitness for overall health,” Dr. Elliott said, adding that she loves the idea of prescribed wellness. “We talk a lot about cortisol, our stress hormone – let’s talk about how physical activity and fitness and wellness can reduce those stress levels, because those are the things that every woman is seeking.”
Women Hold the Wallet
As Scarborough noted, women control the lion’s share of household and wellness spending and make most health-related decisions. So the real question becomes: What trends are shaping the women’s health market, and what opportunities are emerging as a result?
Dr. Winters opened her discussion on the purchasing power of women with a powerful reminder, quoting American author and abolitionist Harriet Beecher Stowe: “Women are the real architects of society.”
She continued: “If we believe that to be true – and we see that the data does support that – then there are a whole handful of trends we really need to look at – like preventative and predictive care.”
Dr. Winters pointed to the rise of predictive tech, with biomarkers now tracked through wearables and smart devices like toilets, mirrors and toothbrushes. She also highlighted how the broader women’s health market is evolving alongside the tech-enabled future.
“Femtech is a huge expansion industry right now,” she said. “We also see things like the reproductive changes occurring in our field, where women are having children later in life. Looking at those different trends is important for us to really understand how to make decisions in our businesses.”
Stronger Women, Longer Lives
For Dr. Shepherd, improving women’s health outcomes starts with education and strength training as a pillar of lifelong wellness.
“One thing we do know is that women live longer than men, but we typically live more years in poorer health,” she said, emphasizing that prevention is key.
“One of the ways to address that is at midlife,” Dr. Shepherd noted. “Evidence-based medicine shows that movement and exercise—particularly resistance and weight training—can make a difference.”
Dr. Shepherd explained that Pvolve’s approach has evolved to meet women where they are, with programming that feels approachable and supports long-term quality of life.
“It’s not to feel like something stressful or something you have to do, but something you want to do but is also going to impact your longevity,” she said.
More Than a Seat at the Table
The panelists made clear that supporting women’s health also means rethinking who’s at the table when decisions are made and whether the data behind those decisions truly reflects women’s lived experiences.
Dr. Shepherd noted the importance of leadership that listens to its consumers. “And I also say diversify,” she added. “Women come in all different textures, shapes and colors.”
While some well-meaning companies may tout the presence of a female voice, Dr. Elliott cautioned against performative inclusion.
“Don’t just have a token woman on your leadership team, because their voice is going to be outnumbered,” she said. “You want to make sure that you have a diverse leadership team that incorporates a critical mass of women, so they’re not just checking a box but are actually integrated into your strategy.”
Lastly, Dr. Winters emphasized the need to recognize systemic blind spots in the research that informs much of today’s health guidance.
“We need clinical research and data that actually represent women’s physiology,” she said. “Most of that clinical research and data is based on male-driven models that they’ve extrapolated for women and used to create women’s programs. That doesn’t make sense – and we need to change that.”
This article is based on a live discussion held during the ATN Innovation Summit 2025, a two-day event dedicated to the future of fitness and wellness. See here for More Innovation Summit coverage.
