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In this blog, we cover the biggest health and fitness industry trends to watch for this year.
The pandemic may have caused a setback to the fitness industry, but in the past year, we have seen unprecedented growth, which is encouraging. Based on the growing demand for fitness services, products, and equipment, it's clear the industry is seeing a huge comeback, especially with the collective push to reset health and well-being post-COVID-19.
The size of the global fitness and health industry exceeded US$ 96 billion in 2019. Currently, the health and fitness club market is worth US$ 124.7 billion, and expected to grow at a CAGR of 9.2% to US$ 302 billion through 2034, which reflects the industry's tremendous potential.
However, COVID-19 did impact fitness trends. It accelerated the growth of online training. Working out at home is affordable, convenient, and private. In addition, it provides fitness consumers with access to trainers and fitness routines from around the world.
The sale of fitness equipment also boomed. Gyms and fitness centers are offering hybrid fitness models and flexible membership plans that allow clients to combine in-person sessions with digital ones. There’s also an increased interest in outdoor activities such as running, biking, and hiking, pushing many fitness instructors to take their classes outdoors. Throw technology integration into the mix with wearables, apps, AR, and VR, and it becomes clear that the pandemic has transformed the fitness industry.
People still love a good sweat, but the how and why have changed. With the rise of at-home fitness and a focus on the health benefits of working out, evolution is the name of the game for your fitness business.
If your business isn’t evolving, it isn’t growing. Whether you specialize in yoga, HIIT, strength training, or spin, every fitness studio owner should stay on top of related trends to grow their business.
Read on to learn the top fitness industry trends of 2024, how to meet the needs of your members, and how to apply the trends to your fitness studio.
We’ll explore health and fitness trends with options for both the digital and in-person space, so whatever your business currently offers, there’s something for everyone here.
One of the latest trends in fitness, and also the hottest is the shift to online fitness.
Consumer behavior drives innovation and demand, and as people become accustomed to a digital experience, demand increases.
The digital space is fast-paced, so it’s no surprise that short-duration workouts continue to gain popularity. Think 30-min abs, 20-min HIIT training, or 10-min breathwork, for example. CorePower Yoga even offers workouts as brief as one minute.
Digital platforms will also continue to expand into more at-home fitness devices. Beyond Peloton Bike and Tonal, new devices like all-in-one gym benches and advanced rowers are hitting the scene. And with lululemon-owned Mirror, at-home personal training and classes became more streamlined, personalized, and popular.
Businesses will need to adapt to the digital mindset and offer options to suit that consumer.
Favoring freedom and flexibility, customers with a digital mindset want fitness options on their terms. When a business priorities digital expansion, it reduces barriers to entry for customers such as time and “gymtimidation” or fear of the gym.
Counter the initial nerves and feelings of intimidation by showing potential members that they are welcome. How to do this? Stay connected with members online. You don’t have to create an app or a branded at-home fitness device. With Zenoti, the software platform integrates with video platforms, like Zoom, so you don’t have to worry about starting from scratch. You can also take to social media to demo key workouts, moves, or classes to your members so they can join in from home. No need to take classes off your schedule. It's more like giving club members more value by expanding access.
Gamification goes beyond the popularity of Just Dance. With the plethora of online fitness options available today, customers expect a tailored workout when and how they want it. Add a component of gamification to your repertoire to entice these customers.
Gamification includes:
Challenges increase engagement because fitness customers want to win, and being challenged motivates them. Right now, they need all the motivation they can get.
It's simple. Build gamification into your existing programs and classes. Consider a month-long challenge or a punch card with rewards to complete a certain number of classes or a fitness bingo-style challenge to try different styles, time slots, or instructors. You can make the challenge sharable and come to life with an in-studio board or physical challenge cards.
An analysis by LatentView Analytics found what most fitness business owners know to be true: Community is key when it comes to fitness industry trends.
It has been shown that having accountability buddies increases motivation because the community is the top motivator for your members. Apps like Ope n give customers the option to practice alone or invite friends to their workout.
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Create “invite a friend” or referral benefits. If the thought of adding another bolt-on to your current software or having to upgrade to “enterprise” level to unlock referral programs makes you want to stop reading right now, you have options. With a platform like Zenoti, referral programs are part of your software, and setup is a breeze.
Another option is to incorporate community into your social media efforts and in the studio. That can look like member or community spotlights in your social media channels and engagement in your social media posts. Ask questions, take polls, survey your community, then share your findings. You could even establish forums or social groups based on studio locations and give your students a place to post and chat about their favorite classes, workouts, and instructors.
Find out more about how to apply the health and fitness trend to your business.
Alongside the community aspect, the demand for a holistic approach to health and wellness continues to be a top health and fitness trend. Fitness is high on the list of self-care actions that can improve mental and overall health. As such, the demand for more intentionality and mindfulness in the fitness space continues to increase.
Recovery, the mind-body connection, and focused energy take workouts beyond the physical realm. The holistic mindset calls for slowing down, maintaining form, and staying aware of one's breath instead of merely going through the movements.
Consider adding more modalities, such as yoga, Pilates, and breathwork, for a holistic approach. This doesn’t have to mean a complete overhaul of your existing offerings. It can be as simple as adding meditation and extended stretching to your circuit class for a new, restorative twist.
Train and engage your instructors for a deeper focus on form with more intentional exercise and muscle activation. Even the subtle change of adding more muscle activation understanding and language cues in class impacts your members’ overall experience.
Consider a trauma-informed training session or series of sessions for your instructors and staff for a deeper understanding of the pyschosomatic (mind and body) experience.
If your business sells products, consider adding recovery aids such as foam rollers and massage tools.
Technology has advanced so much that tech accessories are everywhere, and new solutions are launching rapidly. The good news for your members: Tech can contribute to a better workout.
At first, smartwatches and heart-rate monitors became the way to track personal health and fitness milestones. The next step is using data from those wearables to level up workouts with the power of AI.
Apple Fitness+ plans to serve up workout recommendations based on the intensity of a user's last session.
Beyond your wrist, high-tech sneakers with carbon-fiber plating are soon to be more readily available. Expect to see top-performing treadmill workouts in your cardio or strength training classes.
The smartphone is everything. For someone with a tech mindset, their phone is their life. If they can’t load it on their phone screen or get it in a text, iMessage, email, or app, they'd rather not have it.
Your guests rely on these devices to provide detailed information about their health. How can you incorporate tech metrics into your class language? Think personal records (PRs), beats per minutes (BPM), and more.
Consider incorporating wearable tech into your gamification challenges.
Meet your members where they’re tracking their data with the Zenoti customer mobile app. Send them text/SMS messages about your upcoming class, monthly challenge, referral program, and more. Empower them to book, track, and pay for classes at the touch of a button on their mobile device. Stay connected, build community, and meet the needs of your tech-minded customer.
Several fitness enthusiasts either already have a home gym or wish to set one up. The home gym trend is here to stay, which translates to good news for home workout equipment retailers. While there are simpler options like exercise bikes, there are more advanced options too: High-tech, heavy-duty home gyms by brands like Rogue Fitness and Peloton are two examples.
As of 2023, 52% of adults in the U.S. admitted to working out at home because it’s more convenient.
Research shows that when there’s access to fitness equipment at home, people tend to work out more often than going to a gym. Convenience is key.
While more and more people want to set up home gyms, they still need guidance and setup consultation. As a fitness expert, you’re in a position to offer these niche services. Recommend equipment based on the client’s budget, space, current health, and future fitness goals. This ensures a safe and effective workout environment for them. You can also recommend customized workout plans and nutritional and lifestyle coaching, offer virtual/hybrid exercise routines, or provide on-demand training videos on a subscription basis.
Another trend in fitness is working out outdoors. With the pandemic’s social distancing norms came a preference for outdoor physical activities like running, hiking, biking, and kayaking.
Exercising outdoors is a refreshing change from the indoor gym environment. The natural terrain and elements provide a more challenging atmosphere, resulting in an intense and engaging workout.
Adapt your fitness programs for an outdoor setting, whether you provide yoga, HIIT, or aerobic exercises. Use natural elements for agility drills, sit-ups, push-ups, and dips, and carry along portable equipment such as resistance bands, jump ropes, kettlebells, and medicine balls. You can also focus more on bodyweight exercises.
For those who find gym or home workouts boring, the immersive fitness experience is the way to go. With virtual reality (VR) and augmented reality (AR) technology, people can transport themselves to a new setting every time they work out, helping boost motivation. They could be running on the beach, doing yoga by a stream, or lifting weights on a mountain peak – there's never be a dull moment.
It’s essential to note that working out in the metaverse is not just about entertainment and variety; it’s also a stimulating platform for those with disabilities and mobility issues, making fitness more accessible.
Creating a VR fitness program and conducting VR group classes are great ways to offer immersive experiences to your members, but they cost more. To begin, you can run pilot programs using AR/VR applications and offer demo sessions to attract new clients. You can build this up with client response and feedback.
The wearable tech market is exploding – the market is expected to grow to US$ 186 billion in 2030 at a CAGR of 14.6%. Smartwatches, fitness trackers, and health apps are enabling people to monitor their health and activity levels more closely.
With smart phones and watches now integral to daily life, it's no surprise that both play a role in health tracking.
Encourage your clients to track metrics such as calories burned, steps taken, heart rate, and so on.
Integrate with the Zenoti customer mobile app, so you can communicate with your clients about classes, set up challenges, and inform them about loyalty points, referral programs, membership payments, and more.
Shorter, optimized fitness classes are becoming increasingly popular as people get busier, yet more focused on wellness.
People want effective workout programs, but they are also busy and do not want multiple workouts of an hour or more to reach their weekly goals. However, they are willing to invest a reasonable amount of time in fitness.
Create new training programs for clients who have demanding schedules but need challenging and result-oriented training in short bursts to meet their fitness goals. These programs can be targeted at working professionals and stay-at-home parents who juggle multiple responsibilities and are pressed for time.
Integrate “quick workout” videos on the Zenoti customer app to give clients the extra push they might need on days they cannot make it to the gym, but don’t want to miss a workout.
Hyper-personalization of workout programs is another trend worth noting. It involves understanding a person’s physical and health levels and then customizing the duration and intensity of recommended workouts. Personalized fitness is also essential to meet specific requirements such as the need for recovery or mobility and workouts for seniors.
Definitions of fitness and well-being vary, being highly individualized. Today's fitness consumers are more in the know about choosing routines that align with their personal fitness levels, preferences, and desired outcomes.
Pay attention to clients’ specific needs, making sure you create customized programs after careful analysis of their health and fitness levels, their objectives, and lifestyle constraints.
In-app shopping is here to stay, and it’s getting more advanced. Gone are the days of the Home Shopping Network (HSN). Now customers are shopping online and in-app.
TikTok is piloting an in-app shopping feature, similar to Instagram, where creators can add a virtual storefront to their posts and profile. With lululemon Studio Mirror, in-home workout device shopping can’t be far behind.
Like your tech-minded guests, online and in-app is where shoppers hang out nowadays. They want the most convenience possible. If they see a shirt worn by their favorite Instagram influencer, they don’t want to have to reverse-search in Google to find it. They want to be able to tap on the photo, add their size to the cart, and check out.
Consider selling branded merchandise on your webstore. You can also add shopping to your studio’s Instagram account and tag products in posts for in-app shopping.
Fitness isn’t a trend, it’s a way of life, and the demand for virtual fitness shows no signs of abating. Whether your studio has an online presence or not, see how you can retool your offerings based on the trends listed above.
Think outside the box and use these health and fitness trends to build community, incorporate more tech, and offer a holistic approach to fitness. When you do that consistently, your brand can stand out as a one-stop shop for your members’ needs.
Explore all-in-one Zenoti for your fitness center management software needs.
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