Three Emerging Trends Shaping the Fitness Industry

Recently, I had the honour and privilege of speaking at Elevate 2023 , a renowned event that brings together industry leaders and visionaries from the fitness sector. This influential gathering shed light on emerging trends that are shaping the future of the fitness industry. Among the diverse range of discussions, three key trends stood out to me as pivotal for the industry's evolution.

? Trend 1 Shift from Fitness to Wellness:

The first trend that emerged, was the need for the sector to shift from fitness to wellness. During a panel discussion on "Activating the Nation", I highlighted the necessity for the fitness industry to shift its focus from external aesthetics to targeted health outcomes, and went on to share that strength training acts as a gateway to enhancing other bodily systems and overall healthy functioning. Instead of fixating on superficial appearance, fitness professionals and enthusiasts should prioritise exercises and activities that improve strength which promotes longevity and overall quality of life. After all, it's true that stronger people live longer!

As a company fit20 UK , has already embraced and incorporated this emerging trend into its innovative approach by using strength as an inroad to the body's systems. For as long as I know, fit20 has referred to itself as a "boutique wellness personal training studio" Bit of a mouthful, but definitely ahead of the curve!

? Trend 2 Catering to the Silver Economy:

With ageing populations, it is imperative for the fitness industry to adapt its offerings to cater to the unique needs of the silver economy. I emphasised the importance of empowering older individuals to "live stronger for longer." This entails delivering programs that focus on developing and maintaining muscle strength, improving balance and coordination, and addressing age-related health concerns. The 40+ age group doesn't typically relate to the night club vibe- loud music, mirrors, neon lights, etc. By tailoring solutions to this demographic, the industry can make a significant positive impact on the well-being and independence of older adults.

@fit20 recognises the importance of catering to the silver economy and offers specialised programs for older adults. The program prioritises strength in a private, peaceful and clean studio led by a certified personal trainer. The training helps combat age-related muscle loss, improve balance, and enhance mobility, ultimately supporting active and independent lifestyles.

? Trend 3 The Integration of Data-driven Insights:

The final trend highlighted at Elevate 2023 was the growing demand among fitness clients for data that demonstrates the impact of exercise on their bodies. Consumers are increasingly seeking evidence-based information on how different exercise modalities affect their health and well-being. This demand for transparency and personalised feedback has led to the rise of data-driven fitness solutions. One such example is the 'fit20 study' , undertaken by Solent University Associate Professor of Sport and Exercise Sciences,?Dr James Steele and published by the?Research Quarterly?for?Exercise and Sport . It is the largest study ever done within sports and exercise science, nearly 15,000 people participated in?fit20's?'minimum effective dose' training approach, over seven years.

The research team, which was led by Steele used the data from these participants to model people’s strength progression over time. They found that fit20 members were making substantial strength gains in the order of 30 to 50 percent in the first year, regardless of age, gender, and fitness level.

The participants did just one weekly 20-minute workout of six exercises consisting of a single set of five to six repetitions. The study shows that muscle strength can be significantly improved with just one 20-minute workout per week, perfect for busy (older) people. additionally, each member can see their progress via a proprietary trainers app, while sensor panels show the client how effectively they are doing each exercise.

Conclusion

Elevate 2023 shed light on three prominent trends that are transforming the fitness industry. The shift towards wellness, the recognition of the silver economy, and the integration of data-driven insights are key factors shaping the future of fitness. fit20 has successfully embraced these trends, exemplifying it's commitment to promoting overall well-being through personalised training programs, tailored offerings for older adults, and evidence-based training protocols.

As serial entrepreneur James Sanderson once said to me: "If you want to be successful, you have the find the trend and work your way into it". What trends are currently driving your industry? And what is your business doing to ride that wave/trend?