As every year goes for the health and fitness industry, January went by in the blink of an eye. The year began on a high note, as there was no limit to news and happenings. Throughout the month, noticeable trends emerged, some of which IHRSA Industry Partner Advisory Council (IPAC) members predicted late last year.
We pulled top trends from our discussions with the following IPAC members:
Bill Davis, President & CEO, ABC Fitness
Lauren Foundos, Founder & CEO, FORTË
Fritz Lanman, CEO, Mindbody & ClassPass
Emmett Williams, CEO (Asia-Pacific) & Partner, Myzone
David Van Daff, Director of Global Industry Development, National Academy of Sports Medicine (NASM)
Kevin Conaway, President & Board Member, HydroMassage | WellnessSpace Brands
In 2024, IPAC members agree that trends will involve a more holistic approach to health and wellness, including mental health, recovery, and more opportunities for socialization and community. Technological advances and offerings will still stand as a significant piece of the puzzle for consumers.
Bill Davis, President & CEO, ABC Fitness
AI will improve many sectors of operating a health and fitness facility: For starters, the efficiency and effectiveness of new member acquisitions and even greater levels of automation and personalization. AI will have a role in predicting member behavior to aid in member retention with the potential ability to identify individuals at risk of canceling and provide incentives or motivations to avoid it altogether.
Hybrid fitness is in high demand: Hybrid fitness and crafting physical activity journeys are key for consumers. People value community but also personalization. It’s important to adapt and blend the desire to be part of a community and personal needs into offerings. Operators are expanding gamification to foster that sense of community and celebrate individual achievements.