The Biggest Celebrity Fitness & Wellness Deals of 2025

From Pilates studios to GLP-1 platforms, celebrities and athletes made serious, lasting plays in fitness and wellness in 2025

Celebrities and athletes have long influenced how we dress and work out, but in 2025, that influence translated into real business moves. From Pilates and performance training to longevity, GLP-1s and women’s health, stars stepped into wellness in ways that felt both personal and built to last.

Turns out, it’s not just everyday consumers investing in their health and wellness goals. Some of the most recognizable names in entertainment were doing the same, investing their time and capital into the space.

Athletech News takes a look back at some of the biggest moves celebs made in fitness and wellness this year:

Kim Kardashian Turns Skims Into an Activewear Force

Kim Kardashian is closing out 2025 by turning her shapewear line, Skims, into a wellness and fitness force, raising $225 million at a $5 billion valuation to fuel retail expansion.

The brand, co-founded by Kardashian and Jens Grede, is on track to surpass $1 billion in net sales. Skims’ momentum also helped set the stage for NikeSkims, a long-term brand partnership with Nike that debuted this fall, demonstrating Kardashian’s growing influence in the women’s fitness and activewear space.

Extra credit: Kardashian didn’t stop at activewear in 2025. She recently backed Bryan Johnson’s longevity-focused supplement platform Blueprint, which raised $60 million and also attracted investors Paris Hilton, Saquon Barkley, Jay Shetty, DJ Steve Aoki and more.

Marisa Tomei Enters the Supplement Industry

Actress Marisa Tomei stepped into the wellness world this year, launching Terra Mare, a new supplement brand meant to support women’s hormonal and metabolic health. The direct-to-consumer line debuted this year with four organic supplements priced between $59 and $79, targeting areas like gut health, skin health and bladder support. 

Jennifer Aniston Runs It Back With Pvolve

Actor, producer and seemingly age-defying A-lister Jennifer Aniston deepened her partnership with Pvolve this year with the launch of the brand’s Longevity Bundle, a strength-focused offering designed to support healthy aging and bone density. 

The collaboration pairs new resistance equipment with a streaming membership and supports Pvolve’s push into women’s health and sustainable strength training. 

Rebel Wilson Spotlights Small Steps Toward Big Changes

Actress Rebel Wilson partnered with Noom this year as the behavior change platform rolled out a free tier of its app and leaned harder into habit-building over quick fixes. 

Wilson, who has been open about her own self-described “year of health” journey, became the face of Noom’s latest campaign as the company introduced gamified microhabits and began spotlighting lower-dose GLP-1 strategies alongside behavioral change.

Queen Latifah Champions Midlife Wellness

Rapper and actress Queen Latifah became the face of WeightWatchers’ new menopause care program in 2025, marking a major step in the company’s reset under CEO Tara Comonte. 

The program spans perimenopause through postmenopause, combining medical care, including hormone therapy and GLP-1 options, with lifestyle guidance, nutrition support and fitness content tailored specifically to midlife women.

Halle Berry Puts Muscle Behind Menopause

Actress Halle Berry continued to push the menopause conversation forward in 2025 through Respin Health, the holistic midlife wellness platform she founded, which offers hormone replacement therapy, coaching and other personalized tools.

More recently, Respin Health teamed up with Peloton to launch a research study on how targeted exercise can improve menopause-related symptoms, helping legitimize menopause care as a data-backed category within fitness and health tech.

Podcaster Jay Shetty Brews a Wellness Tea

This year also saw bestselling author and podcast host Jay Shetty entering the functional beverage space with the launch of Juni, an adaptogenic sparkling tea brand he co-founded with his wife, wellness entrepreneur Radhi Devlukia.

Backed by serial entrepreneur Kim Perell, Juni offers a low-sugar, alcohol-free alternative designed for mental clarity and social connection, landing directly into Gen Z’s growing interest in mindful rituals and sober-curious lifestyles.

Tom Holland Gets In on the NA Beer Craze

“Spider-Man” star Tom Holland entered the fast-growing non-alcoholic beverage space in 2025 with the launch of Bero, a premium NA beer brand now stocked in Target stores nationwide.

Co-founded with consumer product goods veteran John Herman, Bero offers a social, better-for-you alternative for consumers who want the ritual of beer without the alcohol, a message that aligns with Holland’s own sobriety journey and is resonating with Gen Z.

Serena Williams Takes on GLP-1 Stigma

One of the most notable moves of the year came from tennis great Serena Williams, who partnered with telehealth provider Ro in a candid campaign that pushed back on GLP-1 stigmas, reminding critics that even elite athletes sometimes need medical support.

“I trained at the highest level, ate a clean diet, pushed myself and still, after having kids, my body just wouldn’t respond,” Williams said. “I realized it wasn’t about willpower; it was biological. My body needed the GLP-1 and clinical support. I’m partnering with Ro because if I needed help as a top athlete doing everything at level 10, I know others are struggling too, and everyone deserves access to the treatment they need. This isn’t a shortcut. It’s healthcare.”

Tom Brady Champions Smart Recovery

This year, NFL legend Tom Brady took his long-standing focus on recovery to the next level by joining AI-powered robotics massage company Aescape as chief innovation officer.

As part of the deal, Aescape also acquired Brady’s pliability and recovery protocols, which will be integrated directly into the company’s AI-driven massage technology.

Extra credit: Brady also entered the snack aisle in 2025, teaming up with Gopuff to launch Goat Gummies, a line of organic, vegan fruit chews made without artificial ingredients, marketed as a better-for-you game-day treat.

Mario Lopez Makes Fitness & Wellness Moves

Actor and television host Mario Lopez, who popped up at Pilates Addiction’s flagship opening in Los Angeles earlier this year, joined quick-serve smoothie franchise Fresh Monkee as a franchise partner, with plans to help lead the brand’s expansion across California.

Dua Lipa Brings Star Power to Pilates

Global pop star Dua Lipa joined connected Pilates brand Frame Fitness as co-founder and chief creative officer, putting her stamp on the fast-growing at-home and boutique Pilates space. 

Frame’s $4,999 smart reformer already targets design-conscious consumers, and with Lipa on board, the company is eyeing brick-and-mortar studios and hotel partnerships to expand beyond the living room.

Ego Nwodim Stars in a Hit Fitness Campaign

Comedian and former “Saturday Night Live” cast member Ego Nwodim became the face of Solidcore’s first-ever celebrity campaign in 2025, fronting the boutique fitness brand’s “Get Obsessed” push. 

A longtime Solidcore devotee with nearly 300 classes under her belt, Nwodim didn’t just star in the campaign, she helped shape it, leaning into the brand’s famously loyal, all-in community. 

The partnership marked a rare celeb fit that feels genuinely earned, as Solidcore continues to scale beyond its 150-plus studios.

Mark Wahlberg continued to deepen his footprint in the fitness and active lifestyle space this year through Municipal, the performance apparel brand he co-founded with Stephen Levinson and sportswear executive Harry Arnett. 

As the brand eyes national expansion with plans for more than 20 community hubs and gyms across the U.S., Municipal is setting out to change the game with retail but also in-person connection and coaching.