Top 5 Fitness Industry Trends Expected to Dominate in 2024

A new year means fresh fitness research and findings telling us new ways we should be working out and what we should be prioritizing. 

Last year it was wearable tech, HIIT-workouts, holistic health, and trending nutritionists.

Things are different this year, so let’s gather around to see what new trends you should be on the lookout for in 2024. 

Whether it's building a stronger sense of community, virtual workouts, changes in dieting or overall wellbeing, by keeping up-to-date with new advancements, practices and emerging technologies, you'll be able to offer clients competent and timely guidance, allowing them to thrive in the fitness industry. 

1.Community-Oriented Retail

The importance of building a close-knit community in the fitness industry is one of the most important trends we identified at IHRSA 2024. It’s so important to emphasize strong relationships, a sense of belonging and camaraderie within the fitness space. 

Here are a few ways that you can leverage the relationship-drive aspect of the industry  to community that encourages loyalty and drives engagement to your businesses: 

Branded Apparel and Merchandise

• Fitness studios and brands can communicate a clear sense of association and loyalty by creating and relying on opportunities to let people rep their brand. Items such as t-shirts, water bottles, hats, totes and similar accessories with printed or embroidered logos serve as both tangible reminders of unity among members and an effective marketing strategy.

Community Events

• Let your people meet each other. Many people use their gyms or fitness studios as ways to network, or simply meet people with similar interests. Give them opportunities to do either one and you’ll have a much more engaged clientele. Add in fitness challenges, rewards programs, co-branded giveaways or member functions and you’ll have people asking you when the next event is going to take place. 

Social Media

• Social media platforms play a crucial role in community building. These channels are used to showcase merchandise, share user-generated content or facilitate discussions between members, which further builds on that sense of community.

Brand Ambassadors

• Engaging with brand ambassadors within the community can significantly impact your retail efforts by validating community choices and preferences, signaling to members that their needs are understood and valued. Endorsements by teachers and trainers, acting as mediators or trusted advisors for gear, apparel or even wellness supplements, will add credibility and authenticity to your marketing endeavors.

2. Personalized Shopping

Personalization in fitness means a floor-to-ceiling shift in interaction with customers, focused on providing a retail experience tailored to the habits, preferences and unique tastes of individual customers. 

As customer expectations gradually evolve, personalized shopping strategies (curated merchandise, marketing campaigns and purchase experiences) become more and more relevant in your business efforts.  

Here are a few ways you can personalize your customer experience: 

Tailored Fitness Apparel and Programs

• Fitness enthusiasts have different and specific requirements when it comes to their preferred workout regimen, which means fitness brands can offer them customized products that fit their individual preferences (size, style, brand, performance feature). Run a survey or have your employees scout what your members are wearing to gain a good understanding of what your clientele likes. The same goes for developing personalized workout plans or nutrition guides; shaping them to fit each customer's fitness goals enhances the effectiveness of solutions, which ultimately leads to greater customer satisfaction and loyalty.

Targeted Promotional Efforts

• Hosting microsites or trunk-sale type events in fitness studios or gyms encourages customers to browse and purchase exclusive merchandise, benefit from specialized promotions or take advantage of other special offers that encourage repeat purchases and strengthen brand-loyalty. This allows fitness brands to refine their product offerings, pinpoint customer wants and increase sales while providing a shopping experience based on an individual consumer profile.

Tech Integration

• The fitness industry is embracing advancements in A.I. technology and studios and gyms adding a retail component to their business model are looking toward wholesale software platforms. Data-driven insights, fitness tracking, user-friendly mobile apps, intuitive suggestions based on previous engagement all allow customers to enhance their shopping and fitness convenience, empowering them to make informed decisions about their health journey and adjust shopping habits accordingly.

3. Holistic Fitness

Moving into 2024, there's a continued and resounding emphasis on maintaining your physical and mental health. 

In the post-pandemic world, with ongoing global crises, people are looking for meaningful activities that challenge their bodies while also stimulating their mind and emotions and providing options for self-expression or self-discovery. 

You should be identifying the different ways that people approach their fitness journeys. Some are solely about efficiency and are set on very specific workouts, others are more open to finding new ways of working out. 

While not everything might make sense to add to your gyms or studios, here are two out-of-the-box ways to target the needs of different people: 

General Wellness Centers

• No longer focused on simply achieving the best shape of their life, there’s an increasing number of people whose goal is simply to get to a point where they feel good in their skin. As the need for a comprehensive well-being program grows, expect to see a rise in general wellness centers that integrate physical and mental health, nutrition, sleep, recovery and mindfulness practices in order to provide a customized and conscious service for all gym goers.

Longevity-Focused Services

• Ongoing strides to lead a healthy and fulfilling life have led to a popularity in multimodal facilities that provide an array of services under one roof. This shift indicates a trend of adding life to years, rather than vice-versa, with reports clearly showing a positive impact of physical activity on overall wellbeing, mindfulness and reduced health risks. 

4. Technology Influence

The intersection of fitness and technology becomes more and more apparent every year. From wearable tech, to personalized A.I. training regimens, and VR-workouts, technology continues to reshape the traditions and norms of the fitness industry. 

Here’s a deeper dive into how technology is influencing the fitness industry: 

Wearable Tech

• This was a trend in 2023, and it continues to be a big trend in 2024. With how fast technology is evolving, don’t expect this to change in the foreseeable future. Wearables that track physical activity and other vitals (sleep patterns, stress levels and similar health analytics) are expected to continue thriving in the industry, providing real-time data for long-term progress. Interlinking them with fitness apps or platforms will further allow you to access valuable and personalized info, that will help you tweak your workouts to provide the best results. 

AI-Powered Fitness

• The integration of AI into the fitness industry is shifting traditional training practices and driving new trends that will allow people to more efficiently achieve their wellness goals. From virtual personal trainers that adapt to real-time user progress, fitness apps curating workout plans, to recovery and mindfulness exercises with prompts and motivators across all devices, these options provide a more accessible and affordable wellness solution, tailored for an individual fitness profile.

Digital Wellness Content

• Online resources and platforms focused on tracking and reacting to various aspects of wellness (physical and mental health, nutrition, stress-management and sleep optimization) are experiencing a steady rise in the industry. This spans websites, apps and social media that provide all the guidance, tips and support necessary to thrive on a personalized wellness journey. Don’t be scared to start making TikToks, Instagram Reels, or YouTube Shorts. The possibility of going viral and potentially seeing an influx of new customers is much higher on these platforms. 

Virtual Workouts

• Virtual workouts soared during the pandemic and have yet to come down in popularity. Virtual fitness platforms allow for unparalleled convenience as workouts, based on personalized goals, become available from the comfort of your home, at flexible times. Look toward platforms like Peloton, Apple Fitness or even gyms like Equinox, or 24-Hour Fitness for ways that they’re finding to provide virtual workouts. 

5. Gen Z Influence

While Millennials are still the largest consumer base, Gen Z’s presence (and influence) is growing and they’re letting it be known. So, it makes sense that fitness trends have started to pick up on their unique habits and preferences. 

Dedicated first and foremost to mental health, mindfulness and sustainable practices, in harsh contrast to traditional fitness goals, this demographic managed to influence the trajectory of the industry by turning fitness, nutrition, mental and physical health into a fully individual and personalized journey. 

Tech-driven workouts in aesthetically pleasing surroundings, integrated with socially conscious programs and a pronounced sense of unity and belonging, are slowly becoming the new standard for clubs, gyms and studios, due in large part to this demographic. 

Personalized Digital Fitness

• A digitally savvy and deft demographic, Gen Z mostly works out on their own, bolstered by digital platforms that offer streamlined and tailored workout plans, guidance, information and social infrastructure, preferably via apps. This allows for a convenient, yet targeted and tracked workout plan, in line with individual goals and expectations while remaining a shareable, uploadable, collective experience. This does not mean they don’t like the in-person experience, as they do want the communal aspect of it. But, what it does mean is that a digital component is something they’re keeping a keen eye on. 

Inclusivity and Authenticity

• Advocating vocally for diversity and inclusivity on all fronts, fitness included, Gen Z opts for training sessions that do not discriminate against body types, identity, class or social background. Similarly, they give their trust to transparent brands that mirror their personal values, have a large community base and speak to their distinctive personality.