The fitness industry is evolving rapidly, influenced by global trends, emerging technologies, and changing consumer behaviours.
The JHTSA 2024 Health & Fitness Trends Report draws on insights from Johnson Health Tech’s Managing Director, Kyle Millroy, and comprehensive industry data to offer an in-depth analysis of the evolving fitness landscape.
With 13 years of experience leading the EMEA region for some of the world’s largest fitness equipment manufacturers, Kyle provides invaluable expertise and knowledge that shapes this report.
The report provides value by highlighting the latest global developments, analysing South African health and wellness shifts, and offering actionable insights for fitness professionals, businesses, and consumers.
Expect detailed coverage of topics like Ozempic’s role in fitness, the rise of AI training, strength training for women, and the growing importance of recovery.
We’ll also touch on mergers and partnerships, subscription-based apps, and the hospitality sector’s relationship with fitness.
Ozempic and Fitness: Revolutionising Weight Management
Ozempic, originally prescribed to manage type 2 diabetes, has quickly become one of the most discussed drugs in the fitness and weight loss industry.
Its use in fitness clubs is growing, driven by its success in helping users achieve significant weight loss. This trend is particularly evident in premium fitness clubs, where members are integrating the drug into their fitness and health regimes.
Fitness brands are adjusting their services to cater to members who use Ozempic, incorporating it into their sales and membership strategies.
Key Insights:
- The drug’s popularity has led to a shift in fitness club membership and wellness strategy.
- Services like holistic health and wellness consultations are becoming part of fitness memberships to better serve Ozempic users.
Detailed Overview
The rise of Ozempic as a weight loss aid is causing significant changes in the fitness industry. With the drug gaining popularity among individuals seeking to lose weight, fitness centres are recognising the need to adapt their services to accommodate this new trend.
Ozempic helps regulate blood sugar levels, leading to reduced appetite, and subsequently, weight loss. Given its effectiveness, gyms are tailoring their fitness plans and recovery strategies to align with members using the medication.
1.1. Shifts in Fitness Club Strategies
Fitness clubs are starting to offer more personalised health and fitness services, as users of Ozempic require a balanced approach to their weight loss and fitness goals. This includes:
- Wellness Consultations: Premium clubs are offering wellness packages that include consultations with nutritionists, personal trainers, and medical professionals. These packages focus on creating safe, balanced workout routines that complement the effects of Ozempic while maintaining overall health.
- Tailored Fitness Plans: Gyms are creating fitness plans that focus on lower-impact exercises for members using Ozempic. The goal is to reduce the potential for muscle loss while continuing to promote fat burning.
- Recovery Integration: Recovery services such as hydrotherapy and physiotherapy are being marketed to members who use weight loss medications, ensuring that they maintain muscle tone and joint health during weight loss.
1.2. The Role of Data and Technology in Fitness
Fitness centres are leveraging data from wearable devices and fitness apps to track progress for members using Ozempic. Integrating such data helps to ensure that fitness goals align with safe and sustainable weight loss. This data-driven approach allows gyms to offer:
- Real-Time Monitoring: Smart devices that track calorie burn, heart rate, and movement patterns can provide personalised feedback. This data allows members and trainers to modify workouts on the fly, ensuring safety and maximising efficiency.
- Custom Nutrition and Exercise Plans: By using data insights, gyms can create tailored meal plans and exercise routines that align with each member’s use of Ozempic and their fitness goals.
1.3. How Ozempic Affects Long-Term Fitness Goals
The fitness industry must consider how the long-term use of medications like Ozempic impacts overall fitness and wellness.
While the drug promotes weight loss, it is crucial that users combine it with exercise to maintain muscle mass and cardiovascular health.
Gyms that focus on integrating weight management with strength training and cardiovascular exercise will see the best results for their members.
For more information on how Ozempic is reshaping fitness strategies, see the CNN article.
2. AI Training: The Future of Personalised Fitness
Artificial Intelligence (AI) is transforming the fitness industry by providing customised workout experiences, enhancing both at-home and in-gym training.
From virtual personal trainers to AI-powered fitness equipment, the incorporation of AI technologies allows for hyper-personalised fitness routines that adapt to an individual’s goals, physical capabilities, and performance metrics.
This trend is growing rapidly as more fitness enthusiasts seek personalised solutions that are both effective and accessible.
Key Insights:
- Customisation: AI allows for highly personalised fitness plans based on individual performance data.
- Real-Time Adaptation: AI-powered equipment adjusts exercises in real-time to maximise efficiency and safety.
- Accessibility: AI tools make professional-level training available to a broader audience without the need for personal trainers.
- Growth: AI-driven fitness apps and equipment are seeing increased adoption, especially among tech-savvy fitness enthusiasts.
Detailed Overview:
AI is no longer a futuristic concept; it is now a practical tool for enhancing fitness experiences. AI-powered fitness apps and equipment use machine learning to adapt workout routines in real-time based on the user’s performance.
Whether someone is looking to build muscle, lose weight, or improve endurance, AI can help tailor the exercise plan to meet those specific goals, removing the guesswork from fitness.
AI is becoming a secret weapon for fitness goals. Companies like Tonal and Tempo are using AI to analyse user data and provide feedback on everything from form corrections to intensity recommendations.
This real-time feedback allows users to get more out of each workout session, maximising efficiency and minimising risk.
Practical Applications of AI in Fitness
- AI-Enhanced Equipment: Many fitness brands are incorporating AI into their machines. For example, AI-enabled treadmills can adjust speed and incline based on a runner’s pace and heart rate, offering a personalised workout every time.
- Virtual Personal Trainers: AI-based personal trainers offer guidance on form, intensity, and timing. This allows users to receive the benefits of having a trainer without the cost or need for in-person sessions.
- Progress Tracking: AI can track individual progress over time and provide data-driven insights to help users adjust their routines for better results. This can include recommendations on rest days, variations in workout intensity, and targeted exercises for areas needing improvement.
How Gyms and Fitness Brands Can Leverage AI
- Introducing Smart Equipment: Fitness centres can invest in AI-enabled equipment to offer more engaging and effective workout experiences.
- AI-Driven Group Classes:Gyms can offer AI-driven group classes that adapt to the participants’ fitness levels. These classes can provide a more personalised experience within a group setting, ensuring that both beginners and advanced participants get the most out of their workouts.
- AI Integration in Fitness Apps:Fitness brands and trainers can offer AI-powered apps that provide personalised workout routines and real-time feedback, catering to members who prefer to work out at home or on-the-go.
AI is a powerful tool that can be used by fitness professionals to offer more effective, accessible, and data-driven training solutions.
Fitness businesses can tap into this trend by integrating AI across their products and services, ensuring they meet the growing demand for personalised fitness.
3. Strength Training for Women: Shattering Old Perceptions
The fitness industry is seeing a significant shift in how strength training is perceived, particularly among women.
Historically, strength training was associated predominantly with men, but this has changed dramatically. Today, more women are engaging in weightlifting and strength-based exercises as part of their fitness regimes, thanks to growing awareness of the numerous physical and mental health benefits.
Fitness centres are now offering dedicated strength training programs for women, and more female athletes are promoting the advantages of strength-based workouts.
Key Insights:
- Health Benefits: Strength training helps improve bone density, boosts metabolism, and aids in body composition.
- Changing Perceptions: More women are embracing weightlifting and other strength-based activities.
- Industry Response: Gyms are increasingly offering tailored strength training programs and spaces for women.
- Growth: There is a growing trend towards strength training in female fitness routines globally.
Detailed Overview:
Strength training offers a range of benefits, from improved muscle tone to enhanced metabolic function. Research has shown that women who engage in regular strength training are better equipped to manage their weight, improve bone density, and reduce the risk of osteoporosis.
Additionally, strength training can improve mental health by reducing symptoms of anxiety and depression. These benefits have made strength training an integral part of fitness routines for women across the globe.
According to an article from The Conversation, women are now more aware of the long-term health benefits of strength training and are incorporating it into their routines.
The article highlights how women can gradually start with bodyweight exercises or lighter weights before moving on to more advanced strength training programs.
How Gyms Can Cater to Women in Strength Training
- Dedicated Strength Training Areas: Fitness centres can create female-friendly spaces specifically for strength training. This includes dedicated equipment and trainers who are knowledgeable in working with women.
- Educational Programs: Offering workshops or classes that educate women on the benefits of strength training can encourage more members to take up weightlifting. These programs can focus on the basics of form, technique, and how to avoid injury.
- Promoting Female Role Models: Gyms and fitness brands can promote female athletes or trainers who focus on strength training to inspire more women to get involved in the practice. This also helps combat stereotypes and empowers women to take ownership of their fitness.
Opportunities for Fitness Professionals
For fitness professionals, understanding the unique needs of women when it comes to strength training can help build better relationships with this demographic. Offering personalised training plans that cater to their individual goals can enhance member satisfaction.
Gyms can also expand their offerings by including more strength-based classes that focus on women’s fitness, ensuring that strength training becomes a staple in female routines.
4. The Rising Importance of Recovery in Fitness
Recovery is now one of the most critical aspects of modern fitness regimes, especially among high-income groups and niche athletes like Padel players.
This growing trend is reshaping how fitness enthusiasts approach their overall health.
Recovery practices—such as cryotherapy, massage therapy, and compression gear—are becoming common in both personal routines and fitness centres.
Fitness professionals are increasingly realising that recovery isn’t just about preventing injury; it is also essential for optimising performance and longevity.
Key Insights:
- Trend Growth: Recovery is becoming a major part of fitness programs, particularly in premium clubs.
- Recovery Tools: Popular recovery methods include cryotherapy, massage guns, foam rolling, and compression therapy.
- Importance: Recovery practices help improve performance, prevent injuries, and enhance overall fitness results.
- Market Focus: Niche sports like Padel and affluent groups are leading the adoption of advanced recovery techniques.
Detailed Overview:
Recovery practices are now considered integral to fitness routines. Whether it’s post-workout stretching, foam rolling, or advanced therapies like cryotherapy, recovery aids the body in healing and improving over time.
Regular recovery practices allow fitness enthusiasts to train more effectively and frequently, leading to better results. Moreover, recovery reduces the risk of injury, which is a critical factor for individuals looking to maintain long-term fitness goals.
How Gyms and Fitness Centres Can Incorporate Recovery
- Dedicated Recovery Zones: Gyms can create recovery-focused areas that offer tools such as foam rollers, massage guns, and compression boots. This allows members to integrate recovery into their routine immediately after their workout.
- Recovery Services: Offering specialised recovery services, such as cryotherapy or sports massage, can help attract high-income members who are looking for a more comprehensive fitness experience. This is especially important for niche groups like Padel enthusiasts, who often invest heavily in maintaining their fitness.
- Recovery Education: Gyms and fitness professionals can educate their members on the importance of recovery by offering workshops or classes that teach recovery techniques. This might include guided foam rolling sessions, mobility classes, or even nutrition workshops focused on recovery foods.
Opportunities for Fitness Brands
Fitness brands can capitalise on the recovery trend by creating or selling products designed specifically for post-workout care.
From wearable recovery gear to at-home recovery devices, there is a growing demand for products that help individuals recover faster and train smarter.
Additionally, by integrating recovery options into membership packages, gyms can position themselves as premium providers that offer a holistic approach to fitness.
5. Mergers and Partnerships: Strengthening the Fitness Industry
In recent years, mergers and partnerships have become a defining trend in the fitness industry.
As consumer demands shift towards a more holistic approach to health and wellness, fitness companies are increasingly forming alliances with wellness, mindfulness, and technology brands.
These collaborations help businesses broaden their service offerings and deliver comprehensive health experiences that address not only physical fitness but also mental and emotional well-being.
Mergers have also allowed companies to expand their market reach, increase profitability, and drive innovation.
Key Insights:
- Strategic Alliances: Partnerships between fitness brands and wellness or mindfulness companies are on the rise.
- Expanding Services: Collaborations help fitness companies offer a more holistic health and wellness experience.
- M&A Activity: Mergers enable companies to strengthen their market presence and increase profitability.
- Growth Potential: These mergers and partnerships are expected to accelerate as consumer demand for comprehensive wellness packages grows.
Detailed Overview:
Mergers and acquisitions (M&A) have become critical strategies for fitness companies seeking to expand their market share or improve their product offerings. As the industry continues to grow, companies like Johnson Health Tech (JHT) have used acquisitions to increase their capabilities and market reach.
JHT’s acquisition of BowFlex assets post-bankruptcy is one such example, positioning the brand for stronger growth by absorbing a well-known name in the fitness equipment space.
How Fitness Businesses Can Leverage Partnerships
- Expand Wellness Offerings: Fitness brands can team up with mindfulness and wellness companies to provide holistic health services. This could include integrating mental wellness apps, meditation sessions, or stress management workshops into gym memberships.
- Tech Collaborations: Fitness companies can also partner with technology brands to enhance their digital offerings. Partnerships with wearable tech companies or fitness apps, allow fitness brands to deliver more personalised, tech-enhanced experiences to members.
- New Revenue Streams: Mergers and partnerships offer the potential for additional revenue streams. For example, gyms could partner with nutrition companies to offer meal plans or supplements as part of their membership packages.
Opportunities for Fitness Professionals
For fitness professionals, these partnerships present an opportunity to offer more comprehensive services to clients.
By collaborating with wellness or technology companies, trainers can provide a more well-rounded fitness plan that includes not only physical exercise but also nutrition advice, mental health support, and tech-driven performance tracking.
6. Other Emerging Fitness Trends
Beyond the big headlines, there are several other trends gaining traction in the fitness world.
These trends, while varied, share a common theme: they cater to the growing demand for convenience, personalisation, and innovation. Gamification, subscription-based fitness apps, content partnerships, mindfulness in fertility, and the impact of the Olympics on fitness brands are all contributing to the way consumers engage with fitness.
Key Insights:
- Gamification: Fitness brands are incorporating game-like features to increase user engagement.
- Subscription-Based Apps: These apps offer flexibility and personalised experiences, appealing to a wide audience.
- Content Partnerships: Collaborations between fitness companies and digital platforms enhance brand visibility.
- Mindfulness and Fertility: Wellness brands are branching out to include fertility-related mindfulness programs.
- Olympic Boost: The Olympics is driving increased investment in fitness products and services globally.
Detailed Overview:
Gamification refers to the integration of game-like elements into fitness programs. By incorporating leaderboards, points systems, and virtual rewards, fitness apps and programs are turning workouts into interactive and engaging experiences.
This approach not only motivates users to stay active but also makes fitness fun and competitive.
A good example of this is Aviron Interactive’s gamified connected fitness bike, which uses game-like challenges to keep users engaged.
How Gyms Can Implement Gamification
- Leaderboards and Challenges: Gyms can introduce leaderboards and workout challenges to engage members. For example, offering rewards for the most consistent member or creating fitness challenges that members can participate in either in-person or virtually.
- Mobile App Integration: Fitness brands can integrate gamification into their mobile apps by offering virtual badges, points, and achievements that encourage users to complete workouts and stay committed.
- Virtual Competitions: Hosting virtual competitions or events where members can compete in fitness challenges from anywhere can help build a sense of community and engagement.
Gamification not only enhances the workout experience but also helps retain members by making fitness more enjoyable.
Subscription-Based Fitness Apps
Subscription-based fitness apps are transforming the way people approach exercise. Offering flexibility and accessibility, these apps allow users to access workouts from anywhere, at any time.
Brands like Reebok have launched their own subscription-based fitness app, providing users with a range of classes and workout programs designed to meet individual fitness goals.
How Fitness Brands Can Benefit from Subscription Models
- Increased Revenue: Subscription-based models offer a consistent revenue stream for fitness companies, as users pay a monthly or yearly fee to access premium content.
- Personalisation: These apps provide personalised workout plans based on the user’s preferences, fitness level, and goals. This allows fitness brands to cater to a wide audience, offering something for everyone.
- Community Building: Subscription-based apps often include community features like chat rooms, where users can interact with each other and share their progress, creating a more connected and engaged user base.
Content Partnerships and Brand Collaborations
Content partnerships are another growing trend. Fitness companies are teaming up with digital platforms and content creators to boost their visibility and offer more value to their users.
For example, SoulCycle collaborated with Strava to launch a digital training group, which provided its users with a virtual community and access to additional training resources.
Mindfulness and Fertility Wellness
Wellness brands are also expanding their services to include mindfulness programs specifically designed for fertility health.
Headspace’s partnership with Clue, a menstrual cycle tracking app, is an example of how fitness and wellness brands are branching out into more niche health concerns.
This collaboration integrates mindfulness into fertility support, offering a holistic approach to women’s health.
The Olympic Boost for Fitness Brands
The recent Summer Olympics has sparked a renewed interest in fitness and goal setting.
The global attention on athletic performance during the Olympics presents an opportunity for fitness brands to market their products as part of the consumers’ goals to reach their own personal best .
7. Fitness and Hospitality: A Growing Connection
The intersection of fitness and hospitality is an emerging trend that is reshaping both industries. As consumers become more health-conscious, they are prioritising fitness even when travelling for business or leisure.
This has led to a significant shift in how hotels and other hospitality services incorporate fitness into their offerings.
Fitness is no longer a secondary concern for travellers—many now expect premium fitness facilities and wellness services as a standard part of their stay.
Key Insights:
- Rising Demand: Travellers are increasingly seeking hotels that offer comprehensive fitness services.
- Enhanced Offerings: Hotels are upgrading fitness facilities and integrating wellness programs into their services.
- Focus on Wellness: Wellness tourism is driving the growth of fitness services in the hospitality sector.
- Market Growth: Premium hotels are seeing higher occupancy rates due to their investment in fitness and wellness amenities.
Detailed Overview:
The Integration of Fitness into Hospitality Services
As the global fitness trend continues to rise, travellers are expecting more from hotels when it comes to maintaining their fitness routines. Hotels are responding by upgrading their fitness facilities, offering personalised fitness services, and integrating wellness programs into their guest experience.
A basic gym is no longer sufficient—travellers are seeking premium fitness options that align with their routines at home or their fitness goals while on the go.
According to the data, South African hotels are adapting to this trend by improving their operational efficiencies and focusing on enhancing the guest experience through wellness services.
For instance, international brands like Intercontinental are rebranding to position their properties as wellness-focused destinations.
How Hotels are Incorporating Fitness
- Upgraded Fitness Facilities: Hotels are investing in state-of-the-art fitness equipment and larger gym spaces to cater to guests who prioritise fitness. This includes offering strength training equipment, yoga spaces, and cardio machines that rival those found in premium fitness centres.
- Personalised Fitness Services: Hotels are now offering personal training sessions, group fitness classes, and wellness programs. This trend has been particularly popular in higher-end hotels, where guests can receive a tailored fitness experience as part of their stay.
- Wellness Packages: Many hotels have introduced wellness packages that combine fitness with relaxation. These packages might include spa treatments, guided meditation sessions, and access to recovery services like saunas and hydrotherapy.
This aligns with the broader trend of wellness tourism, where travellers seek destinations that offer holistic health experiences.
Opportunities for Fitness and Hospitality Professionals
- Collaborations Between Fitness and Hospitality Brands: Fitness brands can collaborate with hotels to offer branded fitness experiences. This could include outfitting hotel gyms with branded equipment or providing on-demand fitness services to guests through a hotel’s app.
These collaborations not only enhance the guest experience but also provide additional revenue streams for fitness companies.
- Developing In-Hotel Fitness Programs: Fitness professionals can work with hospitality brands to create exclusive fitness programs that cater to the needs of travellers.
This could involve developing short, travel-friendly workout routines that guests can follow in their rooms or offering virtual personal training sessions.
- Wellness Tourism Focus: As wellness tourism continues to grow, hotels have an opportunity to differentiate themselves by focusing on providing wellness-centric experiences.
This could involve integrating nutrition, mental wellness, and fitness into a complete package that appeals to both leisure and business travellers.
Hospitality Trends and Their Impact on Fitness
- Increased Room Rates: The investment in fitness and wellness amenities has contributed to higher room rates, as guests are willing to pay a premium for hotels that offer superior fitness facilities.
In South Africa, room rates have increased by 42% since COVID-19, and much of this can be attributed to improved guest experiences.
- Higher Occupancy Rates: Hotels that prioritise fitness and wellness are seeing better occupancy rates. Cape Town, for example, boasts a 68.7% occupancy rate, outperforming other regions, partly due to its focus on premium experiences that include fitness services.
Hotels that offer enhanced fitness facilities, personalised services, and wellness packages are seeing higher occupancy rates and guest satisfaction.
For fitness professionals and businesses, collaborating with the hospitality industry presents a lucrative opportunity to expand their reach and tap into the growing market of wellness-focused travellers.
As wellness tourism continues to grow, the connection between fitness and hospitality will likely strengthen, offering even more opportunities for innovation and collaboration in the future.
Make It Count!
The 2024 fitness trends highlight significant opportunities for growth and innovation in the industry. Key developments such as the rise of Ozempic in weight management, AI training, and strength training for women are reshaping how consumers approach fitness.
Additionally, recovery is now a vital part of fitness routines, and mergers and partnerships are driving industry growth.
For fitness businesses, understanding these trends and adapting to meet consumer demand will be crucial.
Whether by offering innovative fitness technologies, holistic wellness solutions, or tailored recovery programs, fitness companies must stay ahead of these trends to succeed in a rapidly changing landscape.
By leveraging the insights shared in this report, you could be well-positioned to lead the fitness industry into the beyond.
Whether you’re running a commercial gym, public fitness centre, or looking to enhance your hotel’s fitness and wellness services, we have the perfect solutions to meet your needs.
Visit our website to explore our range of state-of-the-art fitness equipment, designed to deliver top-tier performance and results.
Our dedicated team is here to help you create an exceptional fitness experience for your members or guests.
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