Business Tech
Insights

In 2024, the health and fitness landscape has been marked by an ongoing dedication to gym attendance and a growing commitment to personal wellness. While location remains a key factor in joining a gym, training choices are increasingly influenced by trends, education, and digital. People are more data-focused than ever, and with wearables becoming nearly universal, understanding personal health metrics is now a major draw. Gyms, in turn, have an opportunity to use this data to create a more personalized experience using digital offerings, which will likely be a major trend in 2025 as the industry becomes more member-experience obsessed, aiming to foster loyalty and long-term engagement. Meanwhile, gyms are becoming bigger, better, and often more affordable, driving further growth in the market. However, as both demand and supply increase, the core question remains: How to keep members longer? The answer is simple—invest in the member. This investment, in my view, requires prioritizing a balance of people, product, process, and consistency over merely cutting costs. An example of why this is important is the rise of Gen Z, a demographic that is particularly passionate about both physical and mental wellness. Known for their independence and flexibility, they approach wellness with a holistic mindset, emphasizing mental health as much as physical fitness. Their transitional, on-the-go nature demands that gyms and digital fitness services expand beyond traditional walls to offer a seamless experience that supports members inside and outside the gym.