Current Trends in the Fitness Industry You Should Be Aware Of?

The fitness industry is an ever evolving trend, shaped by consumer expectations, demographic shifts, and broader health and wellness trends. For gym operators and investors, keeping on top of these developments is critical for strategic planning and long-term growth. Drawing on reports from leading industry bodies such as IHRSA, the Health & Fitness Association, ACSM/AUSactive, and IBISWorld, here are some current trends to keep an eye on and research.

1. Multi Service Membership Models

IHRSA’s 2023 U.S. Health & Fitness Consumer Report found that members increasingly belong to multiple facility types or multi service facilities and expect both in-person and digital access to fitness. Studios and gyms that offer a variety of services — combining club access with virtual training, apps, or on-demand content — are experiencing stronger retention, as flexibility and variety has become a core driver of membership decisions (IHRSA, 2023). Niche services to be aware of are Pilates, Yoga, Wellness, functional services.

Thought – Will this make it harder for smaller clubs or boutique models to thrive and how do they position themselves to compete – price, convenience, service?

2. Growth of Strength and Functional Training

The Health & Fitness Association’s Global Report 2024 highlights the resurgence of strength and functional training across demographics. While these areas are not necessarily a new feature, functional rigs and free-weight areas once catered mainly to younger members, however demand is rising from older adults who see strength as essential for healthy ageing and mobility. This has led to increased investment in functional zones and small-group strength classes (HFA, 2024).

Thought – This trend is even developing continually as not only are function spaces being sought but just open space for members to conduct their own functional workouts including DB, Kettlebells, stretching, core, bands. Do we just make clubs with space, not machines?

3. Wellness and Recovery as Core Services

AUSactive’s adaptation of the ACSM Worldwide Fitness Trends survey for Australia shows that wellness services — including recovery zones, mindfulness, and stress-reduction activities — are now top priorities for members (AUSactive/ACSM, 2025). Sauna, cold immersion, and compression therapy are increasingly offered alongside traditional exercise, reflecting a broader shift from “fitness” to “wellbeing.”

Thought – Saunas and wellness is not a new trend in the industry; however they are re emerging as potential not a nice to have but a necessity. Some brands have been slow to adapt.

4. Boutique and Community-Centric Studios

According to IBISWorld and Les Mills Asia Pacific, boutique fitness continues to grow, particularly among Millennials and Gen Z. Members value community, specialised instruction, and premium experiences — often paying higher fees for smaller class formats with stronger social bonds (IBISWorld, 2024; Les Mills, 2025). Community engagement is becoming a differentiator not just for boutiques but also for full-service gyms competing for loyalty. Niche services to be aware of are Pilates, Yoga, Wellness

Thought – regardless of the size of your club, community and member engagement is possible. Larger clubs and brands believe their facilities speak for themselves, but there is opportunity for them to be combined.

5. Affordability and Flexible Memberships

Cost-of-living pressures have fuelled the rise of low-cost operators and flexible membership models, particularly in the UK and Australia. IBISWorld reports strong expansion among budget gym chains, with members drawn to no-lock-in contracts and affordable monthly rates (IBISWorld, 2024). Flexibility — the ability to pause, switch, or downgrade membership — is now as important as price in many markets.

Thought – Many brands still seem convinced contracts are critical to their attrition and sales strategy. Can we not as a industry have some belief that our product and service can deliver to retain members for 12 months without trying to keep members against their will?

6. Demographic Shifts: Younger Members, Diverse Motivations

IHRSA data shows that the average age of U.S. health club members has dropped, with Gen Z now a major driver of new membership growth (IHRSA, 2023). For this group, fitness is about mental health, lifestyle, and social connection as much as physical outcomes. At the same time, older adults remain a growth segment, focusing on functional strength, mobility, and longevity. Gyms that tailor messaging and services to both ends of the spectrum will be best positioned for long-term growth.

Thought – Many brands are targeting the new generation that is swapping the Friday night club session for the gym session. Both the younger and older population can have higher retention due to the young not needing the motivation and the older adults being loyal once they are in their routine.

7. Fitness as an Experience

Les Mills (2025) emphasises the rise of experiential fitness — from festival-style events to immersive classes with lighting, soundscapes, and gamification. Members increasingly see fitness not just as exercise, but as an experience that entertains, connects, and inspires. Operators investing in atmosphere and experience are finding they can command higher engagement and loyalty.

Thought – while the technology advancement can enhance member experience, create special events, the investment and resources need to be backed up by the core facility and service.

Conclusion

The fitness industry is no longer defined solely by treadmills and weight rooms. Today’s growth drivers are hybrid access, strength and functional training, holistic wellness, boutique community experiences, affordability, and experiential design.

For gym operators in the US, UK, Australia, New Zealand and beyond, the message should be clear: success will come from embracing flexibility, connecting with diverse demographics, and positioning fitness as part of a broader wellbeing lifestyle. If you want to be a long term player, not just 5 -10 years, those who adapt early will not only survive but thrive in this dynamic environment.

References

• International Health, Racquet & Sportsclub Association (IHRSA). (2023). U.S. Health & Fitness Consumer Report. Boston: IHRSA.

• Health & Fitness Association (HFA). (2024). Global Report: Fitness Industry Performance. HFA/Leisure Database.

• AUSactive / American College of Sports Medicine (ACSM). (2025). Worldwide Survey of Fitness Trends — Australian Adaptation. Sydney: AUSactive.

• Les Mills Asia Pacific. (2025). 7 Trends Set to Shake Up Fitness. Les Mills Research Insights.

• IBISWorld. (2024). Gyms & Fitness Centres Industry Reports (Australia, UK, US).