Responses to the survey reflect increased optimism across the industry in Canada, as fitness professionals adopt a flexible business model and look to improve their skills and build their careers. Here are some highlights from the research. Please read the full Fitness Trends report here.

Hybrid fitness is here to stay, in-person fitness is coming back

While the pandemic dramatically accelerated the transition to online fitness, followed by a hybrid model. New patterns in the flexible business model are forming, with one in three fitness businesses now offering 100% in-person programs. Roughly one quarter (24%) of businesses have moved to a 50-50 in person and online model and just 18% of businesses offer fitness programming and services completely online.

Industry retention/recruitment is up, appetite for learning and positive culture

The survey also shows fitness professionals are feeling more optimistic about their careers and are looking at ways to continue their learning beyond the essential certifications. They are keen to pursue extra education and on-the-job training to improve their skills and expand their roles. It’s also encouraging that ‘becoming a fitness professional/starting a fitness career’ was in the top 10 fitness trends predicted for 2023.

Nearly eight out of 10 (77%) fitness professionals indicated they plan to keep working in the health and fitness industry in the coming years. When it comes to their careers, fitness professionals are looking for learning opportunities and positive company culture, in addition to compensation. 42% of fitness professionals indicated training and educational opportunities matter most when choosing an employer while 39% of fitness professionals think that the culture of a company matters the most when looking for employment.

Nearly four in 10 (37%) of the fitness professionals surveyed are willing to take educational opportunities through in-person classes. More than one third (36%) of fitness professionals indicated job shadowing or in-class practical time can help them to be more prepared for their jobs. Three in 10 (30%) fitness professionals plan to pursue more learning opportunities even after getting certified. There is a fantastic opportunity for education providers and fitness businesses to collaborate to provide internship opportunities to prepare fitness professionals better for their jobs.

“As more people turn to fitness to manage their health and wellness, the role of the fitness professional is more comprehensive and essential. It’s encouraging to see strong interest in working and developing rewarding careers in our sector. There’s huge cause for optimism,” said Hagan.

Mobile apps, integrated online content help deliver better workouts

Fitness business owners are investing more to provide the technology infrastructure and tools members need to deliver better services to members across multiple platforms. Some of the leading technology changes include:

• 25% of fitness businesses currently have a mobile application for members
• 22% integrated internet services to purchase classes without a membership 
• 17% shared wearable devices available to members to monitor in-class performance 
• 15% of businesses have integrated use of AI-enabled systems to enhance member experience (e.g., virtual reality training) 

Program delivery, motivational coaching top job skills

When it comes to hiring top talent, fitness business owners ranked their top five criteria. For aspiring fitness professionals, these are areas to develop and promote as the pursue their careers.

• Program Delivery 46%
• Motivational Coaching 43%
• Interpersonal / Soft skills (listening, empathy, sensitivity, flexibility, self-awareness, etc.) 37%
• Client management and communication 35%
• Program design 31%