Stronger Together: How the Fitness Industry is Powering the Future of ALS Research
From gym floors to research labs, the fitness community continues to push the fight against ALS forward — because incurable is unacceptable
In 2005, fitness industry visionary Augie Nieto was diagnosed with ALS. A pioneer in exercise innovation, Nieto built Life Fitness into the world’s largest commercial fitness equipment company — only to face a disease that would rob him of movement.
But instead of surrendering, Nieto and his wife, Lynne, launched Augie’s Quest, declaring that incurable is unacceptable. For 20 years, the fitness industry — an ecosystem he helped shape — has been an unwavering force in this fight, raising over $36 million to fuel groundbreaking ALS research.
Now, as Augie’s Quest marks two decades of impact, the industry is stepping up once again, proving that its strength goes far beyond the gym floor.
20 Years of Progress
Since its inception, Augie’s Quest to Cure ALS has raised over $100 million. Under Augie Nieto’s leadership, Augie’s Quest and ALS Therapy Development Institute (TDI) have collectively raised over $200 million to help bridge the gap between scientific discoveries and real-world treatments.
The fitness industry, a community Augie helped shape, has played an instrumental role in this mission, raising more than $36 million and fueling some of the most pivotal research initiatives in ALS treatment. Through nationwide events, fundraisers and dedicated partnerships, fitness brands and industry leaders have rallied, making an undeniable difference.
One case in point: the BASH for Augie’s Quest, one of the most defining fundraising events in the fitness industry’s history. Traditionally held alongside the International Health, Racquet & Sportsclub Association (IHRSA) conference (now the Health & Fitness Association), the event united fitness professionals in a shared mission. Since its inaugural event in 2006, the BASH raised millions for ALS research while demonstrating the industry’s unwavering commitment to driving meaningful change. This year, Augie’s Quest is instead a proud sponsor of the Athletech cocktail party event on March 13.
What made this event particularly powerful is its ability to unite fierce competitors; many of whom, including Augie’s own business rivals, would rarely share the same space.Yet, at the BASH, all competition was set aside in the name of a greater cause. Over the years, it became a unifying force, proving that the fitness industry isn’t just about strength and endurance in the gym — it’s about standing together to improve and save lives.
A longtime supporter of the BASH event and Augie’s Quest, The Bay Club, headquartered in San Francisco, has gone beyond underwriting VIP parties, continuously championing the cause through auctions, supporting New York marathon runners, and direct contributions.
Matthew Stevens, President and CEO, emphasizes the importance of honoring industry pioneers, saying, “Respecting the past — especially the founders of our industry — is imperative to the core foundation of Bay Club and should be for our entire industry. The fact that Augie Nieto, one of our industry’s visionaries, was stricken with this awful disease means we can never forget his contributions.”
Another fitness industry leader that has been deeply committed to Augie’s Quest since day one is Life Time Fitness. In September 2024, the brand launched GO90 for Augie’s Quest, a nationwide 90-minute workout. The event united its athletic clubs across the country in a powerful display of support, raising substantial funds to propel ALS research forward.
When asked why Life Time supported the cause, Bahram Akradi, Founder, Chairman and CEO of the company simply said, “Because I loved Augie.”
Over the years, Crunch Fitness has also played a significant role in supporting Augie’s Quest through national fundraising campaigns, including Love Your Muscles, involvement in Clubs for the Quest, and more. Their in-club activations and community-driven events have generated substantial funds, demonstrating how local gym communities can rally together for a greater cause.
“We’ve been honored to support Augie’s Quest over the years to help amplify awareness and support for ALS research and to continue Augie Nieto’s mission,” said Jim Rowley, Crunch CEO.
Another major contributor is Orangetheory Fitness, which has donated over $10 million through fundraising campaigns and direct contributions. A defining moment came in 2018 when the brand raised $4 million in just three weeks through its #IBurn4ALS campaign. Zumba and Newtown Athletic Club have also been extremely supportive – raising over $1 million and just under $1 million, respectively.
“Anything that robs people’s ability to move is worth fighting against,” said Zumba’s Creator and Co-founder, Alberto Perez. “At Zumba, movement is our language, our joy, and our way of bringing people together. We support Augie’s Quest because their groundbreaking work will help to restore hope and mobility to those affected by ALS. Together, we can dance toward a future without this disease.”
The fitness industry’s collective contributions have directly supported life-changing ALS treatments, including Tegoprubart – a promising therapy designed to slow disease progression by reducing neuroinflammation and protecting motor neurons from damage.
What’s Next? A Simple Yet Powerful Way to Join the Fight
As Augie’s Quest marks its 20th anniversary, the question isn’t just how far the movement has come — it’s how much further it can go. The fitness industry has already played a pivotal role in funding groundbreaking ALS research, but there is still work to be done.
The good news? The next step is already in motion, and it’s one the entire industry can take part in with minimal lift and maximum impact.
In May – ALS Awareness Month – based on the success of the Life Time Fitness GO90 event, and also on the sobering fact that every 90 minutes, someone is diagnosed with ALS, Augie’s Quest is launching a nationwide fundraiser and inviting all clubs and studios to join.
It’s simple. Participating clubs will host special 90-minute classes, featuring their most engaging instructors and dynamic programming.
The initiative is designed to be turnkey for gym owners – clubs can set their own entry fees ($25-$50), organize friendly competitions, offer incentives, and engage their communities in a fun yet impactful way. Augie’s Quest provides a customizable toolkit, making it easy for clubs of all sizes to get involved.
With many gyms already signing on, this is a tangible, industry-wide opportunity to continue Augie’s mission and accelerate the search for a cure. For those who haven’t yet participated in Augie’s Quest, this is the perfect way to start.
Says Rowley: “We’re excited to unite the Crunch community this May with this special programming to not only honor the incredible 20-year impact of Augie’s Quest but also inspire an effort among our members and the fitness industry to drive meaningful change.”
Augie’s Quest has always been about resilience, innovation, and the collective power of a community … the very things that define the fitness industry.
Rowley echoes this, saying, “Partnering with Augie’s Quest reinforces the importance of community and making a difference, and we’re proud to continually support this cause.”
For two decades, this industry has done just that, proving that its impact extends far beyond the gym floor. The millions raised have not just funded research; they have accelerated treatments, changed lives, and brought hope to thousands.
But the fight is far from over. ALS remains an incurable disease – but, as Nieto believed, incurable is unacceptable. Now, as Augie’s Quest embarks on its next chapter, the fitness industry has more opportunities than ever to make a difference.
As Stevens so perfectly puts it, “Our work here is – and continues to be – a tribute to the sacrifices Augie made for all of us in this amazing industry we get to call a career.”
For more information on how to participate in the 90-Minute Class Fundraising Campaign or contribute to the cause, visit Augie’s Quest.
