Based on a mixture of industry research, 'ear to the ground' listening and basic gut instinct, here is my take on some of the key trends in the fitness industry that (a) already exist and will continue to gain momentum, or (b) will emerge and expand in the next few years. [In no particular order]:
Strength / resistance training
The scientific and medical evidence for the physical and mental health benefits of strength training will become more widespread and compelling, leading to greater interest in this area.
Children's health and fitness
The trend will be to prevent the next generation of kids from becoming physically inactive and overweight. Fitness services provide kids with opportunities for activity in a fun, playful and non-competitive environment.
More services for 'baby boomers', 50+ market
The trend towards quick services for the time poor will continue for those in the workforce, but retiring and semi-retiring baby boomers will want to spend more time on their health and fitness. They will also use fitness services and facilities as places for social connection and to receive information and advice on how to stay healthy, fit and active as they age. This generation will be completely different to the people that we now refer to as 'seniors'. Baby boomers are generally well educated, have access to superannuation, like to have fun, are demanding and have a strong desire to remain fit, healthy, active and youthful.
Greater collaboration between the fitness and health sectors, in local communities.
More GP's will refer patients into exercise for chronic disease prevention / management, weight management etc. The 'exercise is medicine' message will start to become more compelling as the costs of lifestyle-related chronic disease spiral out of control. A new generation of GP's will take a more holistic approach to wellness and medicine, that includes disease prevention strategies for their patients.
Personal and small group training, outdoor fitness, online communities
Personal and small group activity will continue to grow as the trend towards tailored products and services increases. Links with social media and online fitness advice services will also grow in popularity. Individuals will continue to seek out places (both physically and online) where they can be part of a community and feel socially connected.
Growth in social enterprises bringing fitness into the community
I believe that the growth in social enterprises is linked to the start of a major community back-lash against the last few decades of excess and unhealthy behaviour that has led to unacceptably high levels of chronic disease. More and more people will join communities to discourage behaviours such as inactivity and unhealthy eating as well as positively promote activity and healthy eating. Organisations that peddle fat and sugar-laden, nutrient poor foods and beverages will come under increasing pressure from social & health activists.
Emphasis on health and fitness in the workplace
More and more employers will begin to see the advantages in offering health and fitness services to their workforce for improved productivity and as a workforce retention tool.
Data collection on fitness and health indicators
The rise in the use of personal electronic health records will lead to the inclusion of personal health and fitness data. Currently, personal e-health records in Australia are restricted to the fundamentals of allergies and prescription medicines but expansion of the system is inevitable and a smart thing to do.