Inside the Business of Fitness: How “Halo” Founder Pete Moore is Reshaping the Industry

When you think of fitness, you probably picture dumbbells, green juices, and gym selfies. But behind the scenes, there’s an entire business driving what shows up in your feed and in your favorite studios — and Pete Moore is one of the people making it all happen.

Meet Pete Moore: The “Halo” Guy Behind the Industry Curtain

Pete Moore, founder of Integrity Square, coined the term “HALO” — Health, Active Lifestyle, and Outdoors — to define the growing wellness movement. He’s been quietly shaping the fitness industry for decades, helping major brands like Orange theory Fitness expand from local studios to global franchises.

He’s also the host of Halo Talks, a podcast that dives into the business of wellness, gyms, and healthy living. But Pete’s mission goes deeper than profits — he’s on a personal quest to help eradicate obesity, diabetes, and loneliness through business innovation and community-driven health.

“Small changes lead to big changes. Once people start living a HALO lifestyle, they become evangelists — inspiring others to do the same.”

Building Fitness Empires (Without Losing Your Soul)

Pete helps gym owners and entrepreneurs turn their passion into scalable businesses. Whether it’s connecting investors, guiding strategy, or selling companies to brands like Lifetime Fitness or Gold’s Gym, he’s the guy who helps fitness dreams go from small-town passion projects to national success stories.

He calls himself a “business architect” — someone who helps founders design the blueprint for their dream company, just like you’d design a home. His work spans a wide range of areas, including fitness and recovery, beauty, supplements, and outdoor brands.

“I’m like the goalkeeper of the business — I make sure you don’t lose.”

Lessons from Planet Fitness (and Why Cheap Doesn’t Mean Sustainable)

Pete also reveals how Planet Fitness accidentally revolutionized the gym model. Originally a struggling Gold’s Gym franchise, the founders cut costs by removing expensive features like childcare, personal trainers, and pro shops — and dropped the price to $15/month

The result? A membership explosion — and a lesson in simplicity and strategy.

But Pete argues the industry needs a mindset shift: gyms are undervaluing themselves.
If fitness is one of the top three things that define your identity, he says, it should be one of your top expenses — right up there with rent or your car payment.

“If CrossFit is part of who you are, it’s worth $300 a month — because that’s how important it is to you.”

The Real Secret: Connection and Consistency

For Pete, the future of fitness isn’t about fancier machines or cheaper memberships — it’s about belonging. He believes gyms should focus on community and psychology: introducing new members to each other, offering “Fitness 101” beginner sessions, and creating social support to keep people moving.

Because at the end of the day, fitness isn’t just physical — it’s emotional and social too. When people feel connected, supported, and seen, they stick with it.