SCW Spotlite: Issue 67

Every year, in almost every industry, generalized predictions are made for upcoming trends, but rarely are the opinions personalized.  This year, SCW Fitness chose a different approach by reaching out to some of the Fitness Industry’s Top Icons. We asked them five questions regarding not only trends, but programming, implementation, engagement, and integration.  Their answers may not only surprise you but make you think outside the box.  Hopefully, these four diverse perspectives will provide the solution needed to assist you, your staff, your facility, and your members to grow in 2024.

We decided to write this article more as an interview versus a conglomeration.  This format should make the information easier to comprehend and digest and to share with others interested in learning predictions for this year.

Question 1: What are the top three fitness trends you see for 2024?

Melissa

#1 – Living In the South it’s Back to the Basics -what was old is new again.  Atlanta shows step, kickboxing, strength training, and mind-body pulling in the gym goers.

#2 – Active Agers are still BIG in all parts of our gym, from the pool to large group. We just started a small group active agers functional training program, replacing a prime-time boot camp with Shabam.  

#3 – Women Specific Training – menopause, pelvic floor focus in Pilates and strength training, stress relief in yoga (we have specific hip opener classes that are packed.)  As we age, we have the discretionary income to pay for what we specifically want out of our programming and our mortality becomes more eminent as we see friends, coworkers, and longtime acquaintances passing away.  Active agers have been around the block long enough to know that leaving a class feeling like you’ve been beaten up and run over by a dump truck isn’t functional fitness. (I’m not going to do burpees to get my cat’s toy out from under the sofa so why should I do them in class?  I do, however, have stress incontinence so I want my gym workout to at least incorporate that, if not focus on it.)

Irene

#1 – Blended Programming – This would include taking a more comprehensive approach to personalized programming or personal training. Also, an emphasis on a whole-body approach to fitness, not just exercise. There is a focus on sleep, pre and post-workout feeding, stress management, an examination of the relationship between nutrition and inflammation, along with strategies and activities to maintain self-care routines including an increase in self-confidence.

#2 – Menopause and Pelvic Floor Research is an area that has simmered under the surface for a while. Neither subject was addressed or dealt with at all in the fitness industry until only recently. I for one am excited about the new research, especially the role that specific hormones play in perimenopause, menopause, and beyond into older adulthood. (On a side note, Pelvic Floor Therapy should be offered to every woman during her post-partum period. Insurance companies should be footing the bill for this preventative and cost-effective, routine practice health care issue. It is restorative and necessary for recovery after childbirth.)

#3 – Traditional Pilates Mat & Reformer (duets and trios are making another big entrance in the semi-private and small-group spaces. Recently, I was in Korea at a fitness conference and almost all program offerings were Pilates-focused. With the increased focus on restoration, maintenance, and recovery, the reformer can be adapted to meet the needs of many people. It is also getting easy to find high-quality, less-expensive models, as the equipment associated with the reformer can be cost-prohibitive.

Gail

#1 – Virtual Fitness and Technology Integration is likely to continue growing with technology-assisted workouts, interactive platforms, and wearables becoming more prevalent.

#2 – Holistic Wellness Programs that focus on overall well-being, including mental health, nutrition, and mindfulness, are expected to increase. Fitness programs that offer a holistic approach to health will likely gain popularity as well.

#3 – Personalized Fitness, otherwise referred to as a tailored workout plan, and individual fitness experiences based on specific needs, preferences, and health data are likely to be a prominent trend. This could involve AI-driven fitness recommendations and adaptive training programs.

Sheldon

#1 – Artificial Intelligence is huge and can offer personalized programming, interactive member engagement, and cutting-edge content creation for marketing.

#2 – Integrated Wellness addresses diverse needs, embracing active agers, health seekers, and mental wellness enthusiasts. Advanced technology and wearables seamlessly weave these aspects into holistic fitness journeys.

#3 – Recovery Services and Biohacking introduce assistances like stretching, meditation, compression, lymphatic drainage, light therapy, cold immersion, and so much more. Unveiling the secrets of recovery and biohacking is set to dominate 2024, empowering individuals to optimize their fitness regimens beyond traditional exercise.

Question 2: What programs will succeed and why?

Melissa touched on this in her trends predictions with programs focused on Women Specific training and Functional Fitness leading the pack. Active Agers are the largest growing demographic in the world which leads group ex and personal trainers to steer toward programming developed for this category.  Women are also a dominant group in the fitness world so having available training specific to their needs will help the industry grow.

Irene believes menopause programs and pelvic floor sessions are going to be splattered all over the conference scene this year. Women want to know what is happening with their bodies during perimenopause and why estrogen is a huge reason. She feels fitness professionals need to know how to work with pregnancy and fluctuating hormones. The “Her” program must change as women change. Irene also sees blended programs, mixing wellness and fitness, like IV treatments, vitamin injections, and cold therapy introduced at fitness facilities.  This approach is creative, timesaving, and costs less than as a separate entity.

Gail’s view on program success reaches in another direction.  She sees more tech-driven workouts that seamlessly integrate technology with tracking progress, providing feedback, and enhancing the overall user experience. Gail also foresees more community-driven platforms, bringing together fitness programs that foster a sense of community, either through in-person classes or online forums. Social connections to help enhance motivation and commitment. Lastly, she envisions more programming dedicated to accessibility and flexibility. This not only refers to time, location, and workout intensity, but also accessibility for diverse populations, being implemented in studios, and personal trainers, both in-person and virtually.

Sheldon notes the recent industry awareness of behavior modification, mental wellness, and holistic health will succeed in 2024.  As predicted over the past three to five years, access to exercise through streaming options, wearables, studios, and social media has grown significantly.  Fitness professionals can no longer rely on personality and extravagant programming to succeed.  Success in 2024 will come from programs that stay on brand and can incorporate elements of rewarding behavior outside of exercise sessions, coaching applicable habits, fostering human-to-human connection, and providing resources to dial into passive or active recovery.

Question 3: How will these programs be set into studios, used with private trainers, and implemented virtually?

“The benefit of these approaches is that you can scale them to be facilitated virtually, taught in a small group, or 1:1. People like to be in person again these days, so although virtual is an important option, it won’t be your clients’ first choice.” States Irene.

Gail views each setting with a different outlook. Traditional fitness studios may incorporate technology and offer a mix of in-person and virtual classes. The focus could be on creating an immersive and engaging experience for participants. Personal trainers may leverage technology to provide virtual sessions, personalized workout plans, and real-time monitoring of clients’ progress. This allows for more flexibility and convenience. Fitness programs will continue to thrive on online platforms, offering a wide range of classes and personalized plans. Interactive features and social components can enhance the online fitness experience.

Sheldon’s take on program trends reaches another direction. Private Trainers, Studios, and Personal Training Managers have a host of resources at their fingertips to implement behavior modification, AI, wearables, and holistic health practices in their businesses.  There are 3rd party providers of application-based services that businesses can white label and guide clients through step-by-step habits to improve health and fitness outcomes.  Personal Trainers can use these resources to guide eating, sleeping, movement, meditation habits, and much more.  There is a return on investment through improved retention by keeping clients longer.  Essentially lifetime value will likely increase as clients hold hands with your service for the long-term gain.

Though at some cost, generative AI resources available today can provide powerful touchpoints to prospects and clients.  They are capable of booking sessions, assigning programs, mapping drip and social media campaigns, and even selling memberships!  It’s a brave step to take but one that will likely become a necessity in the coming years. 

The other aspect to consider, in terms of implementation, is restoration and rejuvenation.  Some Personal Trainers and Studios may already be well grounded in this.  Perhaps they specialize in fascial release, stretch, corrective exercise, exercise with oxygen training, restorative yoga, etc.  For most trainers and studios in 2024, it should now come to a minimal cost to operate with complementary percussion access, bookable leg compression, foam rolling and mobility classes, etc. using a 3rd party application or self-run rejuvenation meditation access online through streaming or on demand. 

Question 4: How will we, as an industry, reach more people to engage in fitness and wellness?

Melissa thinks we have already seen the industry shifting, starting with the media.  More articles, magazines, new shows, and commercials talk about things that used to be taboo.  We are bringing the menopause concerns to the forefront with drugs to treat vasomotor symptoms (not my choice of treatment but it gets people talking).  We see ads on TV for underwear specifically for stress incontinence (again, not treating the problem, just offering a band-aid, quite literally).

It seems the view of many consumers is still “quantity over quality”, according to Irene.  She would like to see more people moving but in the right way. People still exercise wrong, using outdated thought processes for training, making form errors, and not understanding the biomechanical integration of the body. Irene’s thought is a new NATIONAL influencer, a qualified pro who can guide our nation into the 21^st century of applied exercise science, not a social media persona turned “wanna-be” trainer.

Gail points out that social media platforms and digital marketing strategies need more leveraging to showcase engaging content, success stories, and challenges to attract a broader audience.

Question 5: How will we integrate with the medical profession now and in the future?

The only true experience Melissa has had with integration with the medical profession is in her fitness classes.  Many of her water class participants have been directed by their physical therapists into her aqua classes after being released from therapy from joint replacement surgery. In her Pilates classes, several members were referred by their OBGYN for incontinence and hypotonic and hypertonic pelvic floor issues.

Irene’s perspective shifts in a completely different direction, the first focus needs to be on the fitness industry before tackling the medical professions.  She feels we won’t get far with others until we start taking our professional community more seriously; licensure, registration, and national boards should be required for fitness pros. The only way to pursue those requirements is by increasing our value with a pay increase or another revenue stream.

The concept of integrating the medical world with the fitness industry is necessary yet challenging according to Sheldon.  Fitness has long been categorized as a small business owner’s passion project.  A great service with modest margins.  That said, quite often there’s a golden rule that you don’t allow other companies (i.e. insurance) to dictate your prices or the return on your acquisition cost.  Creating medical necessity can create leverage for FSA and HSA approval for gym discounts with the right coverage.  This can sound like a lot of hoops to jump through.  So, it’s key to know what we can do now as fitness professionals as this partnership potentially matures in the future.

The thing to note is that fitness does exist in the realm of the healthcare continuum by nature.  The first step is to ensure you have a very credible and properly credentialed fitness practice that aligns with the medical professional leg of interest (post-rehab, weight loss, mental health, etc.).  Running on-location workshops, contributing blogs/articles, and offering onsite fitness assessments are a few examples of practices you can establish.  These types of practices establish healthy touchpoints with patients and decision-making staff.  A simple and effective referral program is a clear best practice.  Currently, my facility offers 4 weeks of complimentary post-rehab training, small group functional training, aquatics access, and free access to rejuvenation services (Red Light Therapy, Beemer, Compression, and more) through a Physician and Physical Therapy Referral program.  We also offer complimentary access to managing staff who actively participate as a way to have their practices stand out in the community as an end-to-end service to patients.

There you have it, four diverse perspectives from the same fitness industry.  Their opinions toward the future are quite different, but when you take a look at the whole, they relate to one another.  Whether we as health and wellness professionals are working with men, women, seniors, kids, experienced, or new to exercise, 2024 will be a year of change, vision, growth, and progress.  Take the time to think about these outlooks and maybe even write down your thoughts and visions.  The key is to work together as a team, with support, confidence, and positivity. Strength in numbers and education will keep our worldwide family together.

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