Ahead of February’s Summit, CHFS shares the fitness and wellness trends taking the industry by storm
As the fitness and wellness industry looks ahead to 2025, several groundbreaking trends are set to reshape how gyms and wellness centers operate. The introduction of pharmaceuticals, the evolution into all-encompassing wellness hubs and the rise of AI-driven personalization lie at the forefront of this transformation.
These trends not only promise to redefine the traditional gym experience but also open new avenues for growth, engagement and member retention.
How does the industry connect to discuss these topics? From the innovative use of GLP-1 drugs to combat obesity and enhance metabolic health, to the creation of holistic wellness centers that cater to every aspect of health, and the revolutionary impact of AI on member engagement — these trends have the potential to drive significant changes in the industry and require further examination.
Rest assured, these developments will be the subject of much discussion and debate within the fitness community in the coming year, particularly at industry events where thought leaders gather to exchange insights.
Pharma in Fitness, Say Hello to GLP-1
The integration of pharmaceuticals in fitness is igniting a revolutionary change in how gyms approach health and wellness. GLP-1 drugs are providing the spark. Developed by major pharmaceutical companies like Novo Nordisk, Eli Lilly and Pfizer, GLP-1s are moving beyond their traditional medical applications. Rather than ancillary, they’re now integral to fitness and wellness programs.
First and foremost, GLP-1s present a compelling opportunity for gyms to expand their offerings and appeal to more individuals by addressing health concerns that go beyond conventional exercise regimens. With 78% of people in the U.S. still not using gym services, the target audience is substantial.
As we look ahead to 2025, expect more gyms to begin offering pharmaceutical solutions like GLP-1s. Those who stay ahead of the curve and embrace these innovations are more likely to attract a new herd of members seeking comprehensive health solutions given the abundance of individuals who stand to benefit from them.
The Connected: Health & Fitness event in Los Angeles in February 2025 will explore this trend, particularly with its “The Great Debate: GLP-1, Threat or Entry Point?” panel discussion. Experts like Robert Gabbay, Chief Medical and Scientific Officer at the American Diabetes Association, will offer insights into how GLP-1 drugs might disrupt or enhance the fitness industry. This discussion will provide valuable perspectives on how gyms should go about integrating these new offerings to reel in new members.
Incorporating GLP-1 into fitness programs could redefine gym memberships, making gyms essential hubs for overall health management rather than just places for physical exercise. This evolution has the potential to impact both the fitness industry and broader healthcare practices.
Diversifying Revenue Streams: The Future of All-in-One Wellness Hubs
The fitness industry is evolving swiftly, with gyms now looking to diversify their revenue streams and transform into comprehensive wellness hubs. This shift reflects a growing demand for holistic wellness solutions that go beyond traditional fitness offerings.
With an increased demand for wellness, gyms are responding with expanded offerings that include services like biomarker testing, IV therapy and mental health programs. Brands such as Equinox, Muscle Lab and CorePower Yoga represent examples of each. The goal is to create a space where members can take care of all aspects of their health — physical, mental and even social.
This trend will be front and center as well at the Connected: Health & Fitness event, where its “The Ultimate ‘All-in-One’ Facility” panel will explore how gyms can integrate these diverse offerings to create a seamless, all-encompassing experience for members. Expect insights from leaders like Emlyn Brown, Global SVP of Wellness from Accor and Matt Delaney, Director of Program from Equinox, who are driving the evolution of fitness spaces into wellness hubs.
As the fitness industry progresses towards 2025, gyms that successfully adopt this holistic approach will stand out in a competitive market. By offering a full suite of wellness services, they cast a wider net when looking to add new members and foster long-term engagement.
The same goes for the corporate world as wellness boosts business. Michael Susi, Director of Wellness at LinkedIn, will take the stage and share how fitness and wellness are being integrated into the workplace to reduce burnout and boost productivity.
AI, Personalization & Keeping Members Engaged
Shock, AI is revolutionizing the fitness industry. But how can we use it to tackle member attrition? With the rise of AI-powered wearables, apps and personalized coaching, gyms can deliver customized experiences that enhance member engagement and retention.
AI’s ability to process and analyze data from wearables and fitness apps enables gyms to create tailored workout plans and nutrition advice, offering members a more personalized approach to their fitness goals.
AI can support gamified experiences and challenges as well that keep members motivated and invested in their fitness journeys. For instance, Life Time’s partnership with Microsoft to utilize AzureOpenAI demonstrates how AI provides dynamic training recommendations that evolve as members progress, improving both satisfaction and results.
The technology’s potential to predict member behavior and optimize engagement strategies permits gyms to not only enhance member experiences but also attract new members by offering tailor-made fitness experiences. When leveraging AI effectively, gyms establish individualized fitness journeys that extend beyond the average nine-month membership cycle.
AI’s role in fitness is expected to expand even further as we move toward and into 2025. According to Sky Quest, the AI-powered fitness app market is projected to grow to $6.5 billion by 2031, illustrating an annual growth rate of 17.7% based on its $1.5 billion valuation in 2022. The future of fitness will likely be characterized by AI-driven personalization, setting new standards for member experience and business growth in the industry
The Connected: Health & Fitness Summit will take place on February 11-13, 2025, and has become a cornerstone in the fitness industry where technology, healthcare and fitness intersect to promote preventative health.
By staying ahead of these developments and networking at events, gyms and wellness centers can not only enhance their offerings but also secure their place in an increasingly competitive industry. Embracing these changes will be key to thriving in 2025 and beyond.
This article originally ran in ATN’s Technology & Innovation Outlook 2024 report. Read more about the transformative impact of cutting-edge technology on the fitness and wellness industry and download the free report today.
