By Erin Phelan
Fitness Industry Council of Canada
Health and Fitness Association 2024 Report proves global health and wellness industry is powerful.
It is an exhilarating time to be part of the fitness industry.
Change is happening – at a lightning pace.
For veterans and newcomers, the global fitness industry has never been more powerful. Gone are the days where gyms were solely the place you went to lift heavy or do aerobics classes: fitness is now a robust industry with incredible potential – proven by data and numbers – to transform the world.
With the release of the 2024 Health and Fitness Association Global Report, we can see that the trends playing out in our facilities show no signs of stopping.
“We are witnessing incredible growth in the fitness industry – franchises that are exploding, clubs that are expanding, and we are in a position to influence the government with our voice,” says Gabriel Hardy, Executive Director of Fitness Industry Council of Canada. “What this report shows us is that we are on a global mission to improve the physical and mental health of the planet.”
Let’s dive into the 2024 Health & Fitness Association Global Report and explore the exciting developments that are reshaping the way we approach fitness in North America, and ways to implement strategies to capitalize on what we are seeing.
BY THE NUMBERS
According to the Health and Fitness report, check-ins were up 60% in the first quarter of 2024, and the use of personal trainers was up by an incredible 78% over the previous year, as consumers seem to ignore inflation and the gloomy economy and continue to place value in wellness.
The tech company Place.ai found that visits to US fitness chains were up or steady with year-upon-year growth, and the global wellness market has surged to a value of USD 5.6 trillion dollars and is expected to grow to USD 8.5 trillion dollars by 2027.
What has triggered this unbelievable growth? The pandemic.
According to the Future of Wellness McKinsey’s latest wellness-industry related report, consumers across the globe are more interested in their health as a result of the pandemic. Gen Z and Millennial customers are the most wellness-conscious, a trend that’s good news for the global fitness industry. In addition, 51% of respondents said that longevity and better health were more important than improving physical appearance, which was the priority of only 9% of those surveyed.
STRATEGY: Embrace the motivational shift. Capitalize on wellness, recovery and our facilities being meccas of health and well-being, not simply strength and cardio. Create programs that are adaptable and personal for all the generations in your facilities.
THE WHOLE PICTURE OF HEALTH
A major shift in the fitness landscape is the growing focus on overall health and longevity rather than just physical appearance. Gyms have often been whitewashed as place our members come just to get fit or to lose weight. Today’s fitness culture is about sustaining long-term health and well-being. Recent surveys show that 64% of consumers are prioritizing their overall health, with many focusing on mental wellness and stress reduction as much as physical fitness. Embedded within this is the personalization of fitness – each member has their own unique fitness personality and set of goals.
STRATEGY: Onboard members in ways that speak to them as individuals – help create programs that align with their goals, whether it’s improving cardiovascular health, mental well-being, or simply living a healthier lifestyle. Take the intimidation factor out of the gym from the start – create a buddy system, provide them with all the help they need to use your equipment.
TECH + FITNESS
Not everyone loves tech, but you can’t deny the impact technology is having on the fitness industry. According to one market report, the wearable tracker market was valued at USD 53.94 billion in 2023 and is projected to grow from USD 62.03 billion in 2024 to USD 290.85 billion by 2032 – a 21.3% during the forecast period.
The integration of technology and the personalization of fitness isn’t limited to wearables – apps and AI-driven personal training programs make it easier than ever to track progress and achieve personalized goals. Advanced tools like metabolic testing and VO2 Max measurements, which were once only available to elite athletes, are now widely accessible.
STRATEGY: As we continue to engage and challenge our members, harnessing the power of technology can help us gain a deeper understanding of who is using our facilities– and we can help them meet specific goals, such as increasing endurance, burning fat, or building strength. Technology continues to evolve quickly – understanding its capabilities and using it to help our members improve their health will continue to be a game-changer in the growth of our businesses.
MENTAL MEETS PHYSICAL
The connection between exercise and mental health has never been clearer. According to the Health and Fitness report, many fitness centers are introducing programs that target mental wellness, such as yoga, meditation, and mindfulness practices. This can also be seen in the surge of the recovery market – in 2024, the recovery-tech company Hyperice was valued at $700M, according to FIIT Insider magazine. The rise of recovery is a multi-billion-dollar opportunity, the diamond in the rough grass you might not see.
STRATEGY Invest in recovery tools, build out spaces that invite your members to come in and simply recover – whether it is powerful massage chairs, tech rollers, ice baths or infrared technology. Meet the demand that is not only here – but is increasing.
GROUP FITNESS = COMMUNITY BUILDING
During the pandemic, many of our members learned how to stay fit on their own – but there is something magical about being part of a group. In fact, social connection has become a key component of the fitness experience. Group workouts are increasingly popular as they provide both accountability and a sense of community, and they are extending outside the group fitness studios to the gym floor, and beyond- with many facilities offering group runs, and community-bonding events. In-person fitness classes and personal training are the top two areas of growth where consumers are expected to spend more
STRATEGY: Think outside the box: Treadmill classes, functional training or small GROUP PT with circuits on the gym floor can become a new source of revenue and engagement for your facility. Help retain and engage your members by offering best-in-class experiences, build strong communities and offer services such as nutritional coaching and personalized workout plans (potentially enabled by gen AI)
Change is the only constant in life, and the fitness world continues to change for the better. We are nowhere close to reaching capacity for what we can achieve. With over 50 percent of the Canadian population still not members of our facilities, we can seize upon the opportunities in front of us and truly make an impact in our communities, improving mental and physical health, and opening our doors wide to all.
To Join the FIC as a member or supplier, go to www.ficdn.ca
For more information about the 2024 Health and Fitness Association Global Report, visit the Health & Fitness Association.
Fitness Industry Council of Canada (FIC) is the not-for profit trade association that represents the voice of fitness facility operators across Canada. Representing more than 6,000 facilities with more than six-million members nationwide, FIC pursues a legislative agenda in the hope of bettering the fitness industry for both consumers and operators. FIC aims to work with both industry and government to improve the health and physical activity levels of Canadians.
