Integrating with Healthcare
Prompted largely by the pandemic, the HFA is leading the effort to reposition the fitness industry as
part of the preventative healthcare system. In
February, Clark attended the White House launch
of a series of “Get Active” campaigns for communities in need, just one of the numerous events and
meetings the HFA advocacy team attended in 2024.
Plus, the HFA is aligning with the World Health
Organization to improve global health by encouraging physical activity and other healthy habits.
As the number of medical fitness facilities
increases, traditional health clubs also may aim to
partner with healthcare professionals who are
treating patients with prescription GLP-1 and GIP
agonists for weight loss.
Startup Head2Toe Total Health has created a
plug-and-play national program where clubs can
offer members GLP-1 shots and make money with-
out an upfront investment. Head2Toe's monthly
shots start at $199 a month.
"With over 5% of the adults in the U.S. on these
shots for weight loss, it’s a big opportunity for clubs
to join in, whether it is offering special training or
the shot directly to members," says Karl Kay of
Head2Toe Total Health. "At H2T we have over 5,000
doctors plus a 24/7 medical hotline."
Life Time launched its MIORA personalized
health optimization services in late 2023, and
Xponential Fitness acquired Lindora, a provider of
medically guided weight loss and wellness solutions,
in January 2024.
"Our industry has started looking at solutions
and operational processes to support the continued
adoption of GLP-1s," adds Al Noshirvani, managing partner at ALTA Technology Group. "The convergence of health clubs and healthcare can
become the most impactful change our industry
has seen in a long time."
Inclusivity and Experiences
Inclusivity is also a rising trend. “Multi-generational
facilities have a high growth opportunity,” McBride
says. “Gyms must develop messaging and programming that resonates with each [generation].”
Among the fastest-growing one is seniors.
Pew Research estimates that by 2030, one in five
Americans will be over age 65.
“Clubs should create a comfortable, welcoming
space for older adults with specialized trainers and
programs, along with opportunities to socialize,”
Flatley says.
A new option for clubs is the Les Mills THRIVE
low-intensity workout for older adults or the deconditioned.
At the other end of the spectrum, gyms also must
accommodate Gen Z, which considers wellness a
top priority. For them, Les Mills offers its Limited
Edition Collection of programs, along with its new
PILATES program that helps operators cater to
broader communities.
Another way to appeal to Gen Z is through staffing. “Bringing on board the next generation of
talent helps young prospects feel welcome in facilities and can ease labor shortages,” points out Sean
Turner, the CEO of Les Mills U.S.
The goal of greater inclusivity at gyms will
continue to grow in 2025.
“There is a push toward accommodating diverse
populations, including people with disabilities
or chronic diseases, so fitness professionals should
learn to specialize in areas like functional movement, corrective exercise, lifestyle behavior
change coaching, and pre-hab and post-rehab,”
Bryant suggests.
And for all populations, fitness facilities must be
intentional about building community and creating memorable experiences.
"Many
people are seeking more meaningful experiences, and human
connection is critical to foster
engagement and loyalty," says
Sara Kooperman, the CEO of
SCW Fitness Education and
WATERinMOTION.
Turner adds, "The onus
is on us to provide inspiring fitness experiences
that keep pace with consumer expectations and
respond to emerging trends, so members keep
coming back."
Bryant agrees. "Whether through in-person
classes, online programs, or social media, fostering
a sense of belonging and support for members is
critical for connection and accountability."
