Life Time’s AI-powered app is central to its plan to grow LTH into a billion-dollar supplement brand by delivering personalized supplement recommendations
As demand for personalized wellness grows, Life Time is scaling its digital strategy with L.AI.C, its AI assistant, now available to everyone following a beta launch last May.
The announcement comes as the upscale athletic country club operator is set to report its second-quarter 2025 results on Aug. 5.
To develop the platform, Life Time operator partnered with Microsoft and built L.AI.C (pronounced “lay-see”) to deliver personalized support across fitness, nutrition, recovery and more, with features like trainer-led workouts, supplement guidance and class recommendations.
“We’ve remained relentlessly committed to ongoing innovation and adaptation, and L.AI.C is the next frontier in delivering highly personalized, trusted support whenever our app users need it,” Life Time founder and CEO Bahram Akradi said. “Just as we continue expanding our athletic country clubs nationwide, we’re equally committed to enhancing our member experience through technology to complement their personal healthy way of life journeys. L.AI.C is your trusted AI companion that you can take with you anywhere you go.”
L.AI.C is now embedded in the bottom navigation bar of Life Time’s newly redesigned (and free) LT Digital app, making it easy for users to access personalized support at any time.
The assistant responds to prompts like “Help me build a three-day strength program to build muscle,” offering guided workout videos with recommended reps. It can also suggest supplements based on advice from Life Time’s registered dietitians or recommend recovery classes pulled from the company’s Class Collection. Users can also ask about improving sleep or increasing protein intake, receiving tips from Life Time health coaches and curated content from its magazine, Experience Life.
The broader launch of L.AI.C is part of Life Time’s effort to expand its digital ecosystem and reach users (and non-members) beyond its physical clubs. LT Digital also offers hundreds of on-demand and livestream classes, guided meditation sessions, fitness programs like Glute Camp, 6-Week Shred, a 12-week half-marathon plan and a growing content hub with wellness articles, recipes, podcasts and pickleball training videos.
That investment appears to be paying off. Earlier this year, Akradi shared that LT Digital had surpassed two million subscribers. To support continued growth, Life Time opened its LT Digital Studio in New York to accelerate content production. The platform is also becoming a key channel for LTH, the company’s supplement brand that Akradi intends to build into “the most trusted nutritional brand that exists.”
“One of the things about nutritional products is that there isn’t any sort of regulated, rigorous testing for them,” Akradi said during Life Time’s first-quarter earnings call. “We have always, for 20 years, tested our products to ensure they contain the right ingredients and deliver the right efficacy.”
Supplements are certainly big business and a growing focus for Life Time. The luxury athletic country club brand identified supplements as one of its top health and wellness trends for 2025, alongside strength training and saunas, in its annual member survey. The findings, which included responses from both consumers and Life Time members, revealed that 59.5% take a daily supplement, with protein powder, multivitamins and vitamin D ranking as the most common.
Akradi has projected that, based on Life Time’s current growth trends, LTH is on track to become a billion-dollar revenue business in the coming years. He sees LT Digital, expected to reach tens of millions of subscribers within four to six years, as a distribution channel for the supplement line, especially as the AI-powered companion can guide users by answering product questions and tailoring recommendations based on individual needs and activity levels. App users can then purchase supplements directly through the platform.
Life Time’s LTH supplement portfolio now includes more than 50 products ranging from protein powders and pre-workouts to collagen bars and multivitamins. In June, the company introduced three new flavors of its LTH Hydrate electrolyte mix just in time for National Hydration Month. The sugar-free, NSF certified for sport formula features five electrolytes and more than 60 trace minerals.
