Digital Fitness & Wellness
Insights
Market Players
An Individualised, Engaged and Accessible Digital Health and Fitness Future Awaits
The need to improve member/guest individualisation, engagement and accessibility in turn drove the further digitalisation of fitness and wellness in 2024. While the uptake of digital services by the number of commercial clubs contracted slightly, large health clubs, franchisors, hotels and corporates increased their investments. There was the launch of digital content in inflight entertainment, as well as growing content libraries on ondemand entertainment channels (Netflix, Amazon, etc). 2024 also saw a surge in shorter form fitness and wellness, as we all became time-poor again. Workouts continue to focus on enhancing experience, community engagement and delivering more inclusive, adaptive and safer workouts for all. There is also more digital integration with wearables to track consumer behaviour and enhance holistic health outcomes. On the experience side, augmented and virtual realities immersive experiences continue to grow, albeit from a small base, it is too early to predict their future. On the supplier side, major suppliers continue to win the lion share of business, making it harder for smaller players to compete. Overall, 2024 took the baton of a tech-forward and preventative health model from 2023 to blossom digital fitness and wellness into where it is today – an exciting chapter continues!
Paul Bowman
CEO
Wexer
This past year has highlighted a growing realization within the fitness and wellness industry: digital fitness and wellness is no longer an added value, but a core offering. We’ve seen rapid advances in personalized digital content, AI-driven workouts, and seamless integration between in-club, in-hotel and at-home experiences. As we move into 2025, I believe the convergence of data analytics, wearables, and AI will further revolutionize how fitness and wellness are delivered, enabling a truly holistic, adaptive approach to health. Clubs, hotels, employers and other businesses that embrace these innovations will not only thrive but play a critical role in fostering long-term member/guest/employee engagement and well-being across both physical and digital touchpoints.
We are deeply proud at Inspire Brands Asia of having set the pace in 2024 as the consolidated chained leader across our portfolio in Singapore, Malaysia, the Philippines, Hong Kong, Indonesia, Thailand, Taiwan, and Vietnam, strategically balancing industry leadership in our mature markets whilst setting the stage for significant upside in our emerging markets. Through our brands, Anytime Fitness and SUMHIIT Fitness, we anticipate closing the year with record-breaking achievements of nearly 100 new openings and over 100 territory sales. We anticipate exiting the year with over 430 locations hosting 20 million annual visits and are even more thrilled about the opportunity to provide deeper meaning, vitality, and confidence for the fitness industry as a whole, truly inspiring growth for our stakeholders and our members.
Johannes Raadsma
Co-Founder & Group President
Inspire Brands Asia (Anytime Fitness & SUMHIIT Fitness)
Lauren Foundos
CEO
FORTË
Looking at some 2024 statistics and observations, people who only work out at the gym average, 3.1 workouts. People who only work out outside of a gym, average, 3.3 workouts. But people who only work out at the gym and outside of the gym average, average, 5.5 workouts, that’s a 77.4% increase in workouts. We have now live-streamed over 50M minutes and have created 195,000 classes. Over 75% of streams watched, occur within 36 hours of the livestreamed class. Those that livestream don’t have people frequently watching old content, and see dramatically increased engagement. When live-streaming into the gym, 85% of class respondents taking the trainerless class said that they had never taken a real class at the club before. This is the opportunity FORTË is focussing on. Looking ahead, 2025 is all about hyper-personalized wellness. Using DNA testing and blood biomarkers coupled with AI, we’re equipping coaches to guide members through tailored nutrition, mindfulness, sleep, and fitness programs. FORTË is committed to democratizing these advancements, empowering gyms to redefine fitness as essential to longevity and holistic health, far beyond the gym walls.
Phillip Mills
Founder & Executive Director
Les Mills International