A $302 billion opportunity. Can your health club capitalize on it?
The average American is spending between $20-$100 every month on their gym membership.
They want a modern, up-to-date facility that offers nothing less than an engaging, personalized, and overall holistic fitness experience. They don’t want to go to the gyms that are still stuck in the past and struggling to adapt to the latest technology and fitness trends.
The best way to tap into this billion-dollar market share is by staying aligned with the latest fitness trends.
Here’s why: The fitness industry has been undergoing a seismic shift since 2018. But it’s not just about more members; it’s about a fundamental shift in how people view fitness. You must be on top of such evolving expectations to stay ahead of the competition and give your members what they want. These fitness industry trends can further help you decide what equipment to invest in, what technology to adapt, and what services to offer.
For instance, 80% of gym members now expect digital offerings as a part of their workout plans. That would mean providing virtual classes, on-demand workouts, and a mobile app – for starters.
Since we are just 3 months away from 2025, let SHC take you through the top fitness trends that are expected to shape the fitness industry in the near future. Read till the end to find a bonus strategy that will keep your gym members coming for more.
1. Advanced Wearable Technology Leading the Fitness Industry
Fitbit, the popular wearable tech brand, had 128 million users as of late 2023. According to the IDC, the global wearable device market is expected to reach 431.8 million units by 2024, with a CAGR of 11.7% from 2020 to 2024.
At this rate, wearable devices are becoming a fitness essential. And rightly so. Wearable technology refers to electronic devices worn on the body, such as smartwatches, fitness trackers, and hearables. From step counters to heart rate monitors, these devices offer real-time data on everything from calories to sleep quality and stress levels.
But it goes beyond tracking stats. Wearable technology has also made fitness more engaging and motivating. Think about it: who doesn’t love the satisfaction of hitting that daily step goal? These devices have turned fitness into a game, making it more fun and less like a chore.
The impact of wearable fitness devices on health and wellness is undeniable. Fitbit users, for instance, have been shown to take 700 more steps per day and are 43% more likely to be more active than those without one.
❝ Wearables have evolved from simple pedometers to sophisticated devices that monitor heart rate variability, stress levels, and recovery metrics. This data-driven approach to fitness is creating a new breed of informed and engaged members who expect their gyms to keep pace with technological advancements and let them use all of this data to create a hyper-personalized fitness plan.❞
– An excerpt from a recent report by Fitness OnDemand
Wearables offer a level of personalization that traditional gym memberships simply can’t. Here are a few ways your fitness facility can use wearable tech to create a holistic fitness experience:
- Trainers can leverage these devices to provide tailored workouts, and personalized training programs, and give real-time feedback to members. This in turn will make the members feel more connected to their fitness journey.
- It can make fitness more engaging by providing real-time feedback and tracking progress.
- The data can be used to gain valuable insights into fitness habits, identify areas for improvement, and track long-term progress.
- By monitoring health metrics, wearable tech can even contribute to preventive healthcare by identifying potential health issues early on.
Clearly, wearable tech is the future of fitness industry. Gyms and health clubs that fail to adapt to this trend risk falling behind and losing their members to tech-savvy competitors.
2. Omnifitness: The Key to Thrive in the 2025 Fitness Ecosystem
“We live in a society where everyone’s what I call an everyday athlete.”
Says Andy Peat, the CEO of Fitness On Demand. As we look ahead to 2025, Peat’s statement rings truer than ever.
The fitness industry is undergoing a digital transformation. To survive, gyms must embrace Omnifitness, a holistic approach that combines traditional gym experiences with digital solutions.
Over 60% of Americans now use some form of fitness tech regularly. From using multiple fitness mobile apps to wearable devices and nutrition tracking, today’s tech-savvy gymgoers expect you to meet wherever they are on their health and wellness journey. They expect their fitness facilities to keep pace with new trends and technological advancements.
By offering such digital tools, gyms can create a more engaging and integrated fitness experience.
Being late to adopting Omnifitness can even lead your gym to lose 20% of its membership to competitors – just within a year. This translates to a $120,000 annual revenue loss. Beyond the revenue impact, you’ll risk alienating your members. Nearly nine out of ten gym members are looking for online fitness options to supplement their gym workouts.
On the flipside, gyms that implement a mix of digital and in-person strategies can expect to see a 20-25% revenue growth and a 30% increase in member retention.
“We’ve now partnered with the Special Olympics New York to create an on-demand workout series for people with intellectual disabilities. So, Tone House TV is a viable business vertical, and we’re scaling it up.” Shaun Jenkins, head coach at Tone House, New York City’s fast-growing fitness facility, tells McKinsey.
Providing personalized, interconnected, on-demand options that members can access at their convenience, be it in-person workouts, nutrition tracking, all-in-one member apps, or virtual classes – is a great Omnifitness strategy to get started with. This further includes:
- Incorporating fitness technology: Use wearable devices, fitness apps, and virtual reality equipment to enhance member experiences.
- Providing hybrid memberships: Combine in-person and virtual training to offer flexibility and convenience.
- Focusing on personalization: Use data to create hyper-personalized workout plans and recommendations for each member.
3. Increased Focus on Biohacking to Optimize Health
791 million views on TikTok.
1.1 million posts on Instagram.
394% rise in Google searches over the last 10 years.
Currently, Biohacking is one of the biggest fitness industry trends taking over the internet. Especially among younger generations like gen-z and millennials who are all about science-backed health and aren’t afraid to try new things.
Biohacking is the practice of optimizing one’s biology through various techniques to improve health, performance, and longevity. Popular biohacking techniques include:
- Cold therapy
- Red light therapy
- Taking supplements like vitamins, minerals, and nootropics
- Sleep optimization
- Neurofeedback therapy
- Whole-body vibration therapy
- Nutrition optimization
Forbes calls it as do-it-yourself (DIY) biology.
Nootropics, for instance, are extremely popular in Silicon Valley and there’s even a subreddit dedicated to it. They are substances that are believed to enhance cognitive functions such as memory, focus, and learning.
You might be surprised to know that you’ve probably been using a nootropic all along. Coffee, a daily staple for many, is a natural stimulant that can boost your focus, energy, and alertness. Meanwhile, Red light therapy can help your skin look better, reduce swelling, and heal faster.
Biotech CEO even claims to have reversed aging by 5 years with a $2 million biohacking program, as reported by Bloomberg.
Furthermore, the biohacking market is set to triple in size by 2030, from USD 20.94 billion in 2023 to appx. USD 60 billion.
The potential of biohacking is so huge that businesses beyond the fitness industry are jumping on board. For example, Dave Asprey, the founder of Bulletproof Coffee, opened a body-hacking gym offering cryotherapy, infrared saunas, and neurofeedback.
It’s high time your gym also tapped into biohacking fitness trend. You can get started by offering specialized services like red light therapy, meditation, etc., partnering with nutritionists or biohacking coaches, and creating an environment to promote relaxation and well-being.
4. Popularity of Mobile Fitness Apps on an All-Time High
59% of smartphone users have at least one fitness app, and 42% have five or more. The global fitness app market is expected to reach $14.7 billion by 2026. In fact, health and wellness mobile apps are one of the most profitable categories of mobile apps.
Mobile fitness apps have been on a constant high since COVID-19, experiencing a surge in popularity as people sought at-home workout solutions. The pandemic forced gyms to close, leading many to turn to fitness apps for their exercise needs.
But here’s the thing: This fitness trend has continued and will in fact be a key player in shaping the future of the fitness industry in the next few years.
Fitness apps offer everything from ready-made workouts to tracking your food and seeing how much progress you’re making. You can use them whenever and wherever you want, which is great for busy people. And they can be customized to your specific goals and preferences, so you’re more likely to stay motivated and see results.
Imagine having your entire fitness routine at your fingertips, tailored just for you. Who won’t like that?
Fitness apps raked in $3.58 billion in revenue during 2023, a 9.1% jump from the previous year. It’s clear people are loving the convenience and personalization they offer. They’ve transformed the way we stay active and healthy, making it easier, more fun, and more personalized than ever before.
MyFitnessPal, for instance, which is currently the most popular fitness app in the world with 200 million active users, generated a staggering $310 million in revenue in 2023.
According to Fortune Business Insights, key industry players like Planet Fitness, CrossFit, etc. have already started offering their services through mobile apps and provide online classes to increase customer engagement. These health clubs are focusing on digital services like virtual workouts, activity tracking, and equipment tutorials to attract new members and generate alternative revenue streams.
All the reasons why your health club should be at the forefront of adapting this fitness industry trend. Invest in technology-enabled experiences, offer personalized training programs, and provide flexible membership options via mobile apps. By using these strategies, health clubs can ensure they remain relevant and continue to attract and retain members in the age of mobile fitness apps.
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5. Exercising for Mental Health
Mental illness affects 1 in 8 people globally. But it can be prevented.
Research shows that exercise can lower the risk of mental illness, helping to build resilience and reduce stress. Exercise isn’t just good for your body—it’s good for your mind too. In fact, 89% of studies have found a positive connection between exercise and mental health. Exercise and mental health truly go hand in hand.
Even small amounts of exercise can make a big difference in your mental well-being. According to the Mental Health Foundation, it can significantly reduce symptoms of depression, anxiety, and ADHD. Beyond that, it’s a natural stress reliever, memory booster, and sleep aid.
The fitness industry is also placing an increasing emphasis on mental health and well-being. This shift is evident in the growing integration of mindfulness, meditation, and stress management techniques into workout routines.
A study by the personal training app Future found that 94% of gym members talk to their trainers about nutrition, stress, sleep, and injuries.
Yoga, Pilates, and Zumba are excellent options for reducing stress and boosting mood. Mindfulness, for instance, is being incorporated into yoga, Pilates, and even strength training sessions.
High-intensity interval training (HIIT) and spin classes can also provide a mental health boost by releasing endorphins and increasing energy levels. Meditation, another popular practice, is often used to improve focus, reduce anxiety, and promote relaxation.
The exercise for mental health awareness campaigns like ASICS – “Personal Best” has also gained momentum within the fitness industry, with health professionals and organizations recognizing the importance of addressing mental health challenges.
This has led to the development of specialized fitness programs designed to improve mental health, such as yoga therapy and exercise-based interventions for depression and anxiety.
There is a growing demand for holistic wellness solutions. Consumers are seeking fitness programs that not only improve their physical health but also address their mental and emotional well-being. This presents the perfect opportunity for your health club to integrate mental health and wellness services into your offerings.
Consider making mindfulness a key aspect of exercise, incorporating meditation classes, or stress management workshops.
6. Fitness for Older Adults on the Rise
By 2030, one in six people will be 60 or older.
As the aging population continues to increase, fitness has become increasingly popular among older adults. They are becoming more health conscious and understanding how regular physical activity can improve their physical and cognitive health, reduce the risk of chronic diseases, and enhance overall quality of life.
Furthermore, a significant portion of seniors face multiple health challenges: 95% of seniors have at least one health condition, and 79% have two or more. This can include health challenges like chronic diseases, cognitive decline, mental health issues, physical changes, falls, medication side effects, and chronic pain. There is a growing need for specialized fitness programs for older adults.
Here’s the thing though: A study by IHRSA shows that Baby Boomers, born between 1946 and 1964, are the least unrepresented group of people in fitness clubs. This explains why only 15.7% of older adults are exercising enough.
Seniors, despite being smaller in number than Millennials, have significantly more spending power, controlling 70% of disposable income in the U.S. This makes them a crucial market to target within the fitness industry, especially as their population grows.
Health clubs should start by offering specialized fitness programs designed specifically for seniors. These programs should incorporate low-impact exercises, strength training, flexibility training, balance training, and cardiovascular activities.
Tai Chi, yoga, strength training, and balance exercises are among the popular options. These programs are designed to address the unique needs of older adults, focusing on flexibility, strength, balance, and coordination.
One such senior fitness program is SilverSneakers, which has over 15 million members and offers access to 16,000+ gyms. It’s one of the most popular and successful senior fitness programs in the U.S.
Ultimately, by providing safe and effective options tailored to the needs of older adults, health clubs can attract and retain this untapped demographic.
7. Functional Fitness is all the Buzz
Functional fitness has consistently ranked among the top fitness trends in recent years. A search for “functional fitness” on Google Trends shows a consistent upward trend.
It’s on the rise and is poised to remain a top fitness industry trend in 2025 and it’s easy to see why: it delivers real results.
It is a training approach that focuses on movements that mimic everyday activities, rather than isolated exercises such as squats, lunges, push-ups, deadlifts, kettlebell swings, farmer’s walks, rowing, etc. Designed to improve overall strength, balance, and stability, Functional fitness can even be adapted for all age groups.
Popular workouts like CrossFit and boot camps have further contributed to the rise of functional fitness.
Here’s how your gym can capitalize on the growing popularity of this fitness industry trend if it hasn’t already:
- Offering specialized programs like CrossFit, boot camp, and TRX, and personal training sessions focused on functional movements.
- Equip your health club with versatile equipment like kettlebells, dumbbells, and resistance bands.
- Hiring certified trainers who are qualified to teach functional fitness techniques.
8. Gen Z are Reshaping the Fitness Industry
There are three things you must know about your Gen Z gym members:
- They don’t joke when it comes to fitness. For them, fitness is a ‘very high priority’, so much so that they are known as ‘Generation Active’.
- Gen Z and Millenials together represent 80% of the gymgoer population.
- Gen Z are tech-savvy so they expect nothing less than a hyper-personalised, interconnected fitness experience. If your gym is not tech-upgraded, you might as well bid them goodbye.
Gen Z, one of the largest generations ever, is now outnumbering even the Baby Boomers. In fact, Z-ers will have a bigger impact on the global fitness industry market than any that came before.
As a health club owner, you do not want to miss out on the opportunity to attract and retain the demographic that’s literally driving the fitness industry. Here’s what you can do to keep them hooked and coming back to your health club:
- Gen Z values personalization and customization in all aspects of their lives, including fitness. Offer tailored workout plans, personalized coaching, virtual classes, and wearable technology that tracks their progress and provides insights.
- Generation Active are highly social and enjoy sharing their fitness journeys online. Create a welcoming and inclusive environment where Gen Z members can connect and share their fitness journeys.
- Gen Z is the key force driving digital integration in the fitness industry. Invest in modern equipment and technology, such as virtual reality fitness classes or wearable devices, to cater to Gen Z’s tech-savvy nature.
- Z-ers are increasingly interested in the mind-body connection and the benefits of mindfulness and meditation. Incorporate yoga, Pilates, and meditation into your health club offerings to get them onboard.
By understanding and adapting to the unique preferences of Gen Z, which are increasingly being adopted by millennials and older generations, you can position your gym for long-term success.
Read more about how to attract and retain Gen Z at your club here.
We provide services to people of all ages from little kids all the way up to our oldest member who is 101 years old,” he notes. However, it’s the younger generations driving the tech integration demand. Peat highlights a critical observation: “For Gen Z, it’s now cool to hang out in the gym and you see them in their pajamas, literally working out in the gym, hanging out instead of being at the mall.”
-Dr. Steve Boring, Fitness Director at the Rochester Athletic Club (RAC).
9. Increased Operational Efficiency with Digital Solutions
You probably know how digital tools can make members happier. But did you know they can also save your gym money and make staff’s jobs easier? Digital tools can help gyms run smoother, all the while keeping members happy, and saving money and time. They are no longer just a luxury; they’re a necessity for health clubs looking to stay competitive.
Popular digital tools include:
- Member management software
- Gym CRM
- Online booking systems
- Fitness apps
- Mobile payment systems
- Automated cleaning systems
- Yoga and Aquatic management systems
Running a gym is a balancing act, with many responsibilities vying for attention. Gym owners and employees often find themselves wishing they had more time for member engagement, marketing, and facility improvements.
These areas can be easily overlooked due to the constant demands of daily operations. Digital tools can help you address these fitness industry challenges and focus on what truly matters.
Here’s how digital tools can benefit your health club:
- Streamline operations: Automate tasks, reduce paperwork and save time.
- Enhance member experience: Offer personalized services, improve communication, and create a community.
- Make data-driven decisions: Track member activity, preferences, and results to improve your offerings.
Don’t let technology intimidate you. With the right tools and strategy, you can deliver on your members’ expectations, increase efficiency, and set your gym up for success in the competitive fitness industry.
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10. Community-Driven Fitness
Humans are social beings.
They love to connect with others, share experiences, and build relationships.
Even when they are exercising.
That explains why community-based and group fitness is becoming more popular with every passing year, emphasizing the importance of social connection and shared experiences in fitness.
This fitness industry trend recognizes that exercise isn’t just about getting fit; it’s also about feeling good, making friends, and belonging to a group.
Besides, trying new things can be hard. But when we work out with others, it somehow becomes easier and fun. The same goes for fitness, when surrounded by others sharing the same goals as you, you feel more motivated, supported, and accountable. Perhaps that’s one reason why brands like CrossFit are so popular and in demand. The company often highlights the idea that ‘CrossFit breeds community’.
“CrossFit taught me the true meaning of perseverance and strength, but more importantly, it showed me the power of a supportive community. It’s a place where barriers are broken, limits are pushed, and every drop of sweat tells a story of triumph.”
– Barbell Beauties
Community-driven fitness initiatives can take many forms, such as group fitness classes, fitness challenges, community events, online fitness communities, and retreats. These initiatives create a supportive environment where members can encourage and inspire each other to reach their goals.
Beyond physical gains, community fitness classes can improve mental health, foster stronger relationships, and create a sense of belonging. By embracing such fitness industry trends, your health can cultivate a more engaging and rewarding experience for your members, leading to increased loyalty and satisfaction.
11. Exercise is Medicine
Years of research have proven that exercise is a powerful tool for managing chronic diseases, often rivaling the effectiveness of prescription medication.
Exercise is Medicine is a growing movement that emphasizes the powerful role of physical activity in promoting health and preventing disease. It is a global health initiative managed by the ACSM to make physical activity a standard part of medical treatment. It aims to bridge the gap between healthcare and fitness by encouraging healthcare providers to assess physical activity levels, provide exercise prescriptions, and refer patients to evidence-based fitness resources.
Examples of how exercise can be used as medicine:
- Lower blood pressure and cholesterol
- Manage diabetes and weight
- Improve mental health and sleep
- Reduce chronic pain
The Exercise is Medicine movement aligns perfectly with the goals of the fitness industry and your health club. By promoting physical activity and partnering with healthcare providers, health clubs can play a vital role in improving the overall health and well-being of their communities.
Health Clubs can support the Exercise is Medicine movement by partnering with healthcare providers, offering tailored programs, ensuring qualified staff, creating a supportive environment, educating members, and providing affordable options. This way health clubs can position themselves as essential resources for promoting health and wellness.
Top 5 Workouts/Exercises Set to Dominate the Fitness Industry
Pickleball
Pickleball is officially one of America’s fastest growing sports with 36.5 million picklers in the US alone. This is set to further dominate the global sports and fitness industry landscape.
Outdoor Fitness Activities
Outdoor activities are one of the most popular fitness and wellness trends in recent years. From group walks to biking and hiking adventures, people are loving the combination of fitness and nature.
Somatic Workouts
Somatic workout was a top fitness industry trend on Google in 2023. And it has been growing ever since. People are increasingly turning to somatic practices for healing and self-discovery.
HIIT
Despite hitting its peak a few years ago, HIIT remains one of the top 20 worldwide fitness industry trends. And rightly so – it’s efficient, effective, and can be tailored to various fitness levels.
HYROX
Indoor fitness racing is one of the world’s fastest-growing fitness trends. It combines strength training, cardio, and running. Participants run 1km followed by a functional workout station, repeating this cycle eight times.
The fitness industry is a high-stakes game with a $302 billion prize pool. To succeed, health clubs must bridge the digital divide by adapting to the latest fitness trends. Those who hesitate risk getting left behind because even a brief delay can put you at a significant disadvantage. Learn how SHC’s fitness software can help your health club stay ahead of the curve.
