https://arstechnica.com/gadgets/2020/01/apple-introduces-its-large-scale-gym-partnership-program-apple-watch-connected/

According to a report from CNBC, Apple this week introduced "Apple Watch Connected," an initiative that sees the Cupertino company partnering with major gym chains to bring Apple Watch-related technologies and benefits to members of those gyms. Benefits include workout machines that play nice with the Watch, rewards programs based on workout data collected by the Watch, and special deals on products and services.

The first gyms to participate include Orange Theory, Crunch Fitness, YMCA, and Basecamp Fitness, but more may be added later. Apple doesn't require gyms to pay anything directly to the company to participate, though complying with all the requirements might produce additional expenses for said gyms.