INDUSTRY VIEWS
THE LONGEVITY GOLDRUSH A NEW FRONTIER IN THE FITNESS INDUSTRY
The fitness industry is undergoing a radical transformation, shifting from traditional gym routines to a data-driven and personalised ecosystem rooted in longevity science. This is not just a passing trend; it marks a fundamental change in how we view health and wellness. We are facing a healthspan crisis. Today, 27% of the world’s population lives with multiple chronic conditions, and obesity affects around 65% of people in the US and UK. A sedentary lifestyle is making this worse, with people in developed countries spending an average of 20% of their lives in suboptimal health. In the US, life expectancy has continued to decline since 2021. Research efforts like the Longevity Consortium and the Human Longevity Project are pushing boundaries, identifying clinical biomarkers of ageing. There is growing global momentum behind preventative healthcare, with policy shifts such as MAHA (Make America Healthy Again) leading the way. Since 2013, researchers have identified twelve hallmarks of ageing that show potential for reversal. High-profile figures such as ageing researcher Dr David Sinclair, rejuvenation advocate Bryan Johnson, and science communicator Dr Andrew Huberman are drawing attention to the consequences of unhealthy ageing. The fitness industry has a major role to play in addressing this issue. While traditional healthcare systems often fall short in supporting lifestyle change, the fitness sector can bridge that gap. Many diseases could be prevented through simple behavioural changes, yet across the EU, only 0.65% of GDP is spent on preventative care. Even when advice is given, 85% of people fail to act on it due to a lack of ongoing support and community. Focusing on longevity, rather than just aesthetics, opens the door to a new customer base. Today’s fitness advice can be powered by cutting-edge tools like blood biomarkers, genetic testing and wearables that offer deep insight at accessible price points. Precision medicine is no longer out of reach. Personalised fitness is now informed by real-time data. Blood tests can uncover nutritional or hormonal imbalances, wearables monitor recovery, heart rate variability and sleep quality, and DNA testing helps identify how individuals should train or eat based on their genetic makeup. These tools work together to create feedback loops that guide tailored planning. AI is enabling personalised coaching, nutrition support and workout planning around the clock. Recovery is finally being recognised as a vital part of performance. Readiness scores from wearables allow users to make smarter training decisions, recognising that gains happen through proper rest as much as effort. But while tech is driving change, human connection remains essential. Community- based health apps such as Holohabits are helping to build accountability and engagement, which are often missing from self-managed wellness journeys. The future of fitness is not just about being active. It is preventative, holistic and deeply personalised. The fitness industry is perfectly placed to lead the longevity movement by uniting science, technology and real human support. The longevity goldrush has arrived, and the industry must meet the moment to help people live longer, healthier lives.
The fitness industry is perfectly placed to lead the longevity movement by uniting science, technology and real human support
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STATE OF THE UK FITNESS INDUSTRY REPORT 2025
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