Top 10 fitness trends to innovate your business in 2024

At the start of 2023, we reported on trends from digital immersive fitness to advancing customer service, building sustainable fitness habits, the rise in preventative fitness, and more.

As IHRSA President and CEO, Liz Clark, stated in our 2023 fitness trends guide, “from our members and consumer surveys, we know that technology plays an increasingly vital role in linking customers and clubs, suppliers and partners. We know that boutique and studio options continue to attract new consumers to the industry and that clubs of all sizes and types are pulling in members that are more diverse than ever.”

An overview of the trends that will dominate the fitness industry in 2024

This has never been more true as the role of AI technology and the demand for personalized services gain a larger foothold amongst fitness operators and consumers. The methods gym and studio operators are implementing have paved the way for these 2024 trends to prove more influential than others we are still to see over the next year.

What's in store for 2024?

We’ve collected months of research, data, and feedback from the top leaders and brands in the industry to share strategic insight on the trends that will have a huge impact, specifically on gym and studio owners and operators, over the next 12 months.

These trends include:

In particular, these trends will unlock new growth opportunities, expand market dominance, add immense value to the membership experience, and optimize the service gyms and studios offer, putting your business at the forefront of the industry, whether you are a big box, boutique space, or fitpro.

“It’s no doubt that the past few years have proved challenging – mentally, physically, and financially – for gym and studio owners eager to grow their businesses. But a corner is being turned and these trends are evidence of the changes we are due to witness across our TeamUp community and the industry,” says TeamUp COO, Tim Green.

As our most respected industry professionals share their own predictions for 2024, it’s unanimously agreed that now is a very exciting time to operate in the fitness industry. These trends predict the year to be innovative, controversial, holistic, personalized, and full of optimism for anyone with a stake in the game.

Key takeaways:

• The top fitness industry trends of 2024
• Insight and commentary shared by fitness industry thought leaders
• Recommended strategies to maximize these trends

Now is a very exciting time to operate in the fitness industry. 2024 will be innovative, controversial, holistic, personalized, and full of optimism for anyone with a stake in the game.

This article provides a high level overview of the trends destined to shape the fitness industry in 2024. For strategic lessons on how to execute these strategies in your gym or studio business, download our guide here: Leveraging the 2024 Fitness Trends: Strategies for solopreneurs and multi-unit operators.

Trend 1: Personalized AI-driven fitness plans

Artificial intelligence had a significant impact on the industry in 2023, and is poised to make an even larger contribution to operators and their consumers in 2024 in areas including:

• Tailored workouts and plans designed to personalize the fitness experience for consumers both under the supervision of an operator or via one of the many virtual fitness apps.
• Wearable technology from brands such as Apple, Whoop, and Garmin, providing data and insight on everything from our activity, to sleep, recovery, diet, to recommendations to improve our overall health and wellness.
• Nutrition and dietary planning and guidance through apps and platforms that customize meal planning and other AI generators like Chat-GPT pulling resources from the web.
• AI virtual coaches and fitness trainers tapping into expert advice and guidance to create unique workouts, meals, and even voice interactions to motivate clientele and boost app usage.

With businesses gamifying the fitness experience, consumers are more plugged in than ever, forcing fitness operators to examine the role AI will play in their business. Whether keeping members engaged, supplementing content, keeping costs low, optimizing operations, or complementing the human connection, AI will certainly play a substantial role in in 2024, but that doesn't mean the role of the PT and coach will diminish.

"Regardless of what happens with 'Tech' and 'AI', human connection is hardwired into our DNA. Digital, will always be a second tier experience to an in-person one that prioritizes the hospitality component of the business. If, and it is a big if, 'Tech' and 'AI' begin to take over, there will be an even bigger opportunity to be that in-person guy, girl, team, or concept,” says Brandon Cullen, Founder and Chief Concept Officer of booming franchise gyms MADabolic. A hybrid approach will help businesses scale while ensuring they still meet the immediate personal requirements of their members on and offline.

Nicky Sehgal, founder of Fitness Business Development Academy, notes that “in-person semi-private personal training and group coaching will remain the most optimal services for value and price while maximizing profits for businesses. While the demand for one-on-one PT remains, the high costs associated make it challenging (though not impossible) to generate the necessary volume of clients simultaneously to effectively grow and scale a fitness business. This has led to a noticeable industry-wide shift towards small and large group offerings. Small and large group setups provide a more scalable approach, aligning with the industry's evolving landscape.”

Trend 2: Embedding recovery spaces into facilities

Although saunas and polar plunges long pre-date 2023, this year we witnessed a heightened demand for recovery and wellness with the global health and wellness market estimated to value $5,319.44 billion by the end of 2023.

Restore Hyper Wellness, Pause Studios, Perspire Sauna Studios, to name a few saw tremendous growth, driving tens of thousands of consumers to their centers to enjoy a cocktail of red light infrared saunas, wellness shots, cold plunges, halotherapy, and other services.

However, the gap becomes apparent when considering where these services can be enjoyed in one place. Businesses such as Wellness Space Brands (recently selected as the official Recovery Partner with LifeTime Gyms) are creating opportunities as they build new facilities, helping convert existing gyms and studios into hybrid fitness and recovery spaces.

Helaine de Tomasi, VP of Marketing at Wellness Space Brands, says “research shows that today’s club members want solutions for total body wellness with massage, cryotherapy, mental fitness and more. Strength and cardio spaces are standard in all clubs and now wellness spaces are too. By providing a dedicated space with a suite of convenient, easily accessible products, members can relax, recover and rejuvenate. Clubs offering a wellness space that incorporates innovative products typically see higher member retention rates, an increase in new revenue, and expansion of their client base. Wellness spaces have allowed fitness clubs to stand out in a competitive market, offering a unique selling point that sets them apart from other gyms.“

How does that affect cost vs. demand for consumers and operators?

MyProtein states that the average American spends an average of $155 per month on their health and fitness. The question here is how much are consumers willing to spend to blend their favorite fitness classes, whether in a boutique studio or at a big box, and wellness activities together in one space?

"Clubs offering a wellness space that incorporates innovative products typically see higher member retention rates, an increase in new revenue, and expansion of their client base."

- Helaine de Tomasi

SoulBody Studio owner Stacy Seward-Vandiver says studios need to consider this as consumer demand rises. “It’s being able to go to a studio and diversify your workout, not just with fitness but with recovery. Not everybody can afford a gym or studio that is offering one modality in fitness or workout. You can pay $200 for unlimited classes to this type of business but it may not cover moving differently, stretching or any recovery modality that is scientifically backed to improve your health and create larger diversity in your wellbeing.”

As she prepares to open the flagship SoulBody Studio in Fort Myers this month, this is something she too had to address and urges studios to consider as they investigate and research what services and price point to build their business on.

US Survey: https://us.myprotein.com/thezone/training/much-americans-spend-health-fitness-survey-results-revealed/

Trend 3: Diversifying boutiques with a holistic approach

With an increased interest in a more holistic blend of fitness, recovery, strength training, and their long term benefits, gyms and studios boasting modalities and services such as Pilates, Yoga, Lagree, LIIT and Barre—take a look at ACSM's Health & Fitness Journal’s annual worldwide survey—have an opportunity to capitalize on this trend, utilizing the influence of technology and the scientific analysis of consumer behavior.

According to Heather Perren of Lagree Fitness, “the blending of science and technology and growing awareness of the importance of mental health alongside physical fitness” will rapidly grow in 2024. Lagree Fitness, known for its scientifically backed method of strengthening bodies and elevating mental endurance, makes it a solid candidate to guide consumers towards a more transformative approach to physical and mental wellbeing.

Not only will we see gyms and studios crossing into other fitness categories and modalities to give members a wider variety and offering (think Pilates studios offering Lagree or CrossFit boxes offering HYROX), we also have to consider how these new modalities and specialized fitness techniques will evolve and combine with existing services and contribute to studios’ goals to keep profits high.

Julian Barnes, co-founder of Boutique Fitness Solutions, says “in the (2023) spring survey we saw that 35% of studios were introducing new services, and a large portion of that was focused on recovery.  As we move into 2024, we see a consumer demand for a more comprehensive approach to wellbeing and longevity. We foresee that the most successful studios will step up to meet that demand.”

BFS Spring 2023 Studio Owner's Report

But boutiques and gyms aren’t just diversifying in modality; they’re also bringing in new programming, events, and competitions to keep members engaged and active, inside and outside the studio. HYROX, who penned the Fitness Competition For Everybody, is another great example of a business model and new fitness on the block that has found multiple entry points into gyms and studios and consumers with their games and events.

Danny Redfern, founder of BoxMate, a TeamUp integration for CRM and workout programming, notes “we will only see the rise of more events such as HYROX in 2024, and more gyms becoming official partners of HYROX as a way of giving an additional offering to their members to explore a different style of training, and enjoy the atmosphere and competition at these mass events. Events like this capture the holistic approach that has been so successful really well, and offer people of all ages and fitness abilities the opportunity to take part in an event—whatever their level—to enjoy being part of a bigger fitness community.”

Trend 4: Gyms and healthcare facilities partnering to create well-rounded regimes

Not only are we beginning to see hospitals and healthcare facilities partner with gyms and studios to ensure their patients with the most reliable care post-op or post recovery, we’re seeing these centers open their own medical fitness establishments at a faster rate, even incorporating tech more commonly found in clubs, gyms, and studios into their businesses to streamline the process from patient to client.

“Medical fitness is defining the future of the fitness industry,” said David Flench, President and CEO of the Medical Fitness Association (MFA). “Medical fitness facilities provide a safe environment for older adults and those facing chronic diseases, while still serving the overall community for their health and wellness needs. Since the pandemic, we have seen an increase of commercial fitness facilities that are incorporating medical oversight and a broader offering of health and wellness services. Ultimately, the benefit to facility members is significant.”

In a recent survey by the MFA, medical centers and outpatient facilities highlighted their interest in being able to offer more services from swim to PT to massage, and more and use technology and fitness apps to engage patients and clients, converting them into long-term members.

Debbie Bellenger, founder of DB Fitness and Wellness Solutions LLC, says “this trend has great potential to move the fitness industry into the medical wellness model where bridges are created with healthcare partners.  But for physicians to partner with gyms, there are several things that must be in place, including the following:

• Evidence-based data for all programs/training
• Measurable outcomes with data that matters to physicians
• A feedback loop with fitness staff and physicians to capture data points to avoid duplicity
• A reimbursement model to incentivize physicians to want to take this step. If an independent physician partners, it will likely be a self pay model and a concierge high ticket item like CrossFit has created for their members."

Trend 5: Introduction of weight-loss prescription drugs

In 2023, weight loss prescription drugs such as GLP-1s such as Ozempic and the term semaglutide became household names in the US. While traditionally meant for people with health disabilities, such as diabetes and obesity, celebrity promotion drove interest in the everyday consumption of these injectables. We’re now seeing fitness powerhouses such as LifeTime fitness introduce these drugs into the recommended regimes of certain members with the guidance of in-house medical professionals.

Arguably the most controversial trend in this list, fitness industry experts are wondering where the line between prescriptions vs. fitness plans focused on a balance of nutrition and exercise exists and are uncertain about the dependence consumers will have on these drugs now and in the future.

Anthony Vennare, founder of Fitt Insider and Fitt Consulting shares his insight: ”The Ozempic boom has reached the fitness industry. As the lines between self-care and healthcare blur, the opportunity in med spas, recovery studios, and wellness studios is exploding. But weight loss prescriptions have become a hot-button issue. On one hand, drugs like Ozempic provide a potential solution to the obesity epidemic.

On the other, questions over accessibility, potential side effects, and whether or not insurers pay for treatment remain unanswered. Plus, studies have shown that people using these drugs lose muscle mass, not just fat. And those who stop treatment regain weight. So, absent significant behavior change or lifelong injections, the root causes go unaddressed. At the same time, attitudes toward weight management are shifting from a focus on willpower to an emphasis on the role of biology and the environment.

As a result, fitness and diet companies are being forced to adapt. Earlier this year, WeightWatchers acquired Sequence, a telehealth platform for prescribing obesity meds. And dieting app Noom launched Noom Med to offer weight loss drugs. Now, LifeTime is entering the fold, signaling a seismic shift for the fitness industry. Whether it is an onramp to exercise, an additional revenue stream, or both, if Ozempic becomes a standard part of gym membership, every fitness brand will be forced to reevaluate its stance on weight loss drugs. Meanwhile, as consumers embrace holistic health and new interventions, fitness, wellness, and healthcare will become a packaged deal.”

"Drugs like Ozempic provide a potential solution to the obesity epidemic... [but] questions over accessibility, potential side effects, and whether or not insurers pay for treatment remain unanswered."

- Anthony Vennare

Debbie Bellenger adds, “The Industry will have to grow and adapt our language and marketing in regards to obese clients, fat shaming etc... The current staffing model in most big box gyms will need to be a lot more robust with the addition of dieticians, nurses, and social workers to accommodate a potentially very high % of their membership who will be taking these meds, especially if employers decide to cover the cost of these meds on their benefits plans. Adding additional support staff to fitness centers would be a wise investment.

Also, the current level of education for fitpros is going to have to be ramped up extensively to include education on these meds, various disease states, and exercise prescription for these members at any point on their altered health journey with these meds.”

Trend 6: Lead generation vs. retention: a marketer’s battle

Marketers have long struggled with lead generation and retention, and which is more valuable to creating a viable business. Is it better to have a revolving door of new members at the risk of existing ones slipping away, or is it better to nurture a community that grows and flourishes without putting effort and budget into attracting new leads?

The fitness industry is no different. With businesses battling to find their competitive advantage locally and on a wider scale, there has to be a better balance between the two approaches to sustainably grow a company.

That’s where software enters the chat. We’re now seeing more software management than ever either offer their own suite or create powerful integrations with operators’ favorite marketing platforms so that owners don’t have to choose between lead generation vs. retention; they can simply let their lead magnets run for them while they focus on the members in front of them. This trend, while seemingly focusing on the operators, contributes entirely to the experience of the members and consumers looking for that personalized approach and the business that is invested in retaining their membership.

Danny Redfern, BoxMate, says: “Members want to be able to get a fully rounded experience from their membership with their gym, and facilities which have diversified and offered those new and different types of training alongside their core offering have grown from strength to strength and been able to bring in new types of people to their gym to increase their own profitability. They've also been able to successfully retain their members by offering a strong community for them to become a part of.”

Trend 7: Marketing to four generations

Fitness Motivation for Boomers

Diversifying your services and marketing, whether as a boutique or big box, goes for diversifying across generations too. Mariana Santos, founder of Brazily Fitness, highlights the benefits of “understanding and emphasizing the importance of inclusivity in fitness to cater towards the older generation but the younger generation too.” This topic was touched on earlier this year during IHRSA and in the TeamUp webinar 4 Gens by 2 Gens: How to Drive Four Generations to Your Gym, hosted by father daughter duo Sarah Pellegrino, Head of Customer Success at Wellness Space Brands, and Sal Pellegrino, Director at Fitness Industry Suppliers Association North America (FISA). The emphasis was on the need to know your audience, ICP, and how your membership breakdown between generations responds to your service and offering.

Fitness Motivation for Gen Z

Whether your services are prime for Gen Z or for boomers, it’s important to regularly evaluate how they are received and consider consumer feedback, something we are going to see much more of in 2024, especially if you have ambitions to grow.

Fitness Motivation for Millennials

Trend 8: Rise in venture capitalist investment and acquisitions in the boutique space

2023 was the year of acquisitions and we don't predict this to slow down anytime soon. We saw DaySmart LLC, who acquired TeamUp at the end of 2022, acquire Sawyer and RecPro. We’ve seen boutique fitness giant XPonential Fitness add Lindora, a leading metabolic health brand, to its extensive catalog of fitness franchises furthering its foothold in the health and wellness space.

We’ve seen weight loss program WeightWatchers acquire Sequence, introducing its first prescription drug service; virtual fitness moguls FORME acquire CLIMBR; and we’ve seen more VC and investment firms fund gyms from Crunch Fitness to apps such as CoPilot to professional sports teams across soccer to volleyball to basketball and more.

With investment firms already predicting what would be massive acquisitions in the next 12 months, Sal Pellegrino, Director at FISA, shares his thoughts on why VCs are so taken with the fitness industry, and it boils down to revenue.

“Over the last five to seven years especially, venture capitalists have loved our industry. You think about Planet Fitness and Crunch Fitness, and what VCs like about our industry is cash flow and recurring revenue. If a VC group decides to invest, say, $2.5 Million to open an HVLP model - they can expect an ROI within three to four years. Master Franchisees own several locations, and this has been a trend all along we’ll see grow (in 2024).”

From a conversation with his colleagues, Sal goes on to however to share that in the year overall “the rise in capital costs put a dampener on fundraising in 2023,” and that if you are planning to open a gym or studio in 2024, he recommends you "pay attention to a reduced square footage fitness space or consider a boutique model or recovery space."

"If a VC group decides to invest $2.5 Million to open an HVLP model, they can expect an ROI within 3 to 4 years"

- Sal Pellegrino

In an $87 billion industry, and expected year over year upward growth to increase following the dips experienced during the pandemic, this forces experienced enterprises to consider areas of opportunity outside of their traditional business model to grow at a faster pace and the funds required may result from a larger firm. Time will tell, and this trend will most certainly evolve, but we're already seeing the impact, just days into the new year.

Trend 9: Franchise fitness to set new standard for unprecedented growth

Franchise fitness and data are synonymous these days. In analyzing the history of growth of franchise fitness businesses from F45 Training to MADabolic to Pvolve, Xponential Fitness to Orangetheory Fitness, BARRY’s, and more, it’s clear that their model of continuous data analysis, investment, and strategic partners and partnerships, ranging from celebrities such as Jennifer Aniston and Mark Wahlberg to powerhouse equipment suppliers such as BeaverFit USA, Freemotion and Technogym, and tech stack of scheduling software, CRMs, AI, wearables, and apps play a significant role in their brand’s longevity and the experience customers expect from single franchise locations and the brand itself.

It’s no longer just about the service and consumer experience. These franchise businesses are relying on technology and robust software to provide consumers with an enterprise solution to achieve unprecedented growth in their markets.

Kathleen Ferguson, Head of Business Development & Strategic Partnerships at Athletech Media Group LLC, is optimistic about the growth of the boutique fitness franchise industry in 2024 and the impact personalization will have on franchise fitness businesses.

“The Boutique Fitness franchise industry is a rapidly growing market with a huge growth potential over the next few years. While boutique fitness took a major hit during the pandemic, it is clear through the emergence of new formats and increased memberships, that customers are eager to return to in-person for the community and access to premium health, fitness and wellness services. One trend we are seeing arise in the boutique franchise category is increased personalization.

It’s no longer just about the service and consumer experience. Franchises are relying on technology and robust software to provide them with an enterprise solution to achieve unprecedented growth in their markets.

From enhanced digital content found in individual functional bays/stations to in-club AI offerings, personalized experiences are accounted for when conceptualizing the studio space. Personalization is also increasing in customer engagement tactics, with user data driving more social engagement and community among studio members."

Trend 10: Summits to dominate the in-person education space

From IHRSA to FIBO, FitExpo, IDEA and more, these large-scale expos and conferences drive thousands of fitness operators, suppliers, and consumers nationwide and internationally every year. While these conferences will continue to reach high attendance rate, especially for the price of a lower ticket to attend the multi-hall expos, they are very expensive and pricey for suppliers to sponsor and exhibit at making it challenging for:

1. Suppliers: to decide where to spend their marketing budget to get the best ROI
2. Operators: to know where brands they want to invest in will be

Enter summits. Fitness summits, or conferences dedicated to fitness, wellness, and health industry professionals and their immediate networks, communities, or associations, are experiencing significant growth. From FUEL Summit for Women in Business, FISA, SIBEC, Club Summit to The Summit by BFS, to client-only summits such as LeadDec or the Fitness Marketing Agency, these summits are driving paying clients to one location, one or several events, and agreeing to supply their summit with the vendors and suppliers clients want to see. Not to mention that while still a heavy lift for said suppliers, the ROI is considerably better having a closer opportunity to speak and connect with their target audience and ideal clientele.

David Kyle, founder of FitPro Lead Gen and LeadDec Summit, says, “Fitness summits offer unparalleled networking opportunities with industry leaders, influencers, and peers. They serve as a hub for sharing knowledge, trends, and innovations in fitness. A study by the Events Industry Council found that 75% of professional respondents rate face-to-face interactions as very important for their business. Unlike a trade show, summits provide a narrow-deep approach into a niche area that is highly relevant for those attending.

They also provide a landscape for:

• professional development featuring workshops, seminars, and speeches from top professionals in the field, providing attendees with valuable insights and continuing education opportunities
• specialized knowledge on trending modalities such as HIIT, yoga, functional training, and wellness coaching
• significant marketing and branding opportunities and can establish thought leadership, increase brand awareness, and generate leads.
• global health and crises response with an increased focus on immunity, mental health, and holistic wellness, topics that are frequently covered in fitness summits.”
  
  

Where to go from here

Start exploring how to take advantage of these trends in your single, multi-unit, or franchise business today with our guide brought to you by TeamUp and Staci Alden. You'll find over 20 strategies to utilize to ensure your business stays ahead of the curve in 2024. Download here.

✨Thank you to our many contributors for sharing your insight and expertise in this guide: