AN INDUSTRY VIEW
INDUSTRY COMMENT
A BRIGHT FITNESS FUTURE EMBRACING WELLNESS & TECHNOLOGY
After enduring challenging years, we find ourselves on the cusp of a golden age of health and fitness. It will not come without change nor hurdles, but the overall expansion of the fitness industry is inevitable for several compelling reasons. First, fitness has transcended its traditional boundaries and evolved into the broader category of wellness, unlocking a far larger market. No longer associated purely with the physical – weight loss or achieving a sculpted physique – now consumers are recognising that fitness plays a vital role in their overall health and wellness, including mental and emotional wellbeing. As they begin to connect the dots, the demand for wellness – including fitness services as a crucial component of holistic health – will surge. Second, with an ageing population, consumers are increasingly taking charge of their own health; the demand for services that promote disease prevention through optimal lifestyles, including exercise and strength training, is on the rise. With this mainstream adoption of fitness and wellness, we can look forward to a future in which we lead longer, healthier lives, inspiring younger generations and alleviating the unsustainable costs currently associated with sick care. Third, technology is revolutionising the way we approach fitness and health, with a plethora of apps, sensors, virtual reality games and online programmes motivating and engaging consumers on new and exciting journeys towards healthier lives. Seamlessly merging the physical and digital realms, these technologies provide enhanced entertainment and behavioural support to encourage people to be more active, both physically and mentally. Moving forward, the continued escalation of technology holds immense potential for innovative business models to expand the fitness and health market with a robust offering of products and services. Finally, we’re seeing growing recognition of fitness and health not only as a tool for personal sustainability, but to enhance the wellbeing of our planet. Mindful consumption of food benefits individuals and the environment. Opting for active transport such as walking and cycling reduces our carbon footprint. By embracing a healthy and fit lifestyle, we can enhance our quality of life and our environment. As consumer awareness of environmental issues and their consequences becomes increasingly mainstream, educating the public about the collective good we can achieve through fitness and wellness is essential. These trends, and indeed more, highlight the tremendous potential of our sector. Of course, to realise this glowing future, we must be ready to adapt to change and challenge; those who do so will realise great rewards, others may suffer irrelevance and decline. Only we can shape this future, so we must recognise the opportunity at hand and seize the moment. By embracing wellness, harnessing technological advancements and emphasising the connection between personal and planetary sustainability, we can propel the fitness industry towards an era of unprecedented growth and impact.
Only we can shape this future, so we must recognise the opportunity at hand and seize the moment. BRYAN O’ROURKE Consultant in Business Consumer Fitness Finance and Technology Trends
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STATE OF THE UK FITNESS INDUSTRY REPORT 2023
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