Equinox Targets New Capital, Athletic Brewing Adds NFL Stars, SNAP Cuts Soda

September 10, 2026: Your daily rundown of health and wellness news, in under 5 minutes.

Today's top stories:

• Equinox nears deal to refinance $1.8 billion in debt as owner Silver Lake bets on continued growth in the luxury gym chain's core high-end model
• Athletic Brewing adds NFL quarterbacks Drake Maye and Dak Prescott as athlete-owners, deepening its hold on the non-alcoholic beer market
• Stanford, MIT, and University of Chicago study finds SNAP soda restrictions cut sugary drink purchases 12%, giving policymakers new evidence restrictions work

Today's episode is brought to you by AIIR — a modern communications and experiential agency for health, wellness, fitness, and performance brands. From earned media to events and creator-led campaigns, AIIR helps companies sharpen their story, earn attention, and build trust that compounds. Visit https://aiir.agency to learn more.

More from Fitt:

Fitt Insider breaks down the convergence of fitness, wellness, and healthcare — and what it means for business, culture, and capital.

Subscribe to our newsletter → insider.fitt.co/subscribe

Work with our recruiting firm → https://talent.fitt.co/

Follow us on Instagram → https://www.instagram.com/fittinsider/

Follow us on LinkedIn → linkedin.com/company/fittinsider

Reach out → [email protected]