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UNITING THE WORLD OF FITNESS
Health Club Management

Health Club Management

features

Fitness trends: Trending now

Stephen Tharrett and Mark Williamson of ClubIntel summarise the key trends identified in the 2016 International Fitness Industry Trend Report

Published in Health Club Management 2017 issue 2
Selling memberships online offers a huge opportunity for growth / PHOTO: shutterstock.com
Selling memberships online offers a huge opportunity for growth / PHOTO: shutterstock.com
Cyclical shifts in adoption show how fleeting some trends may be. It’s important to know when to go with them and when to let go

redicting trends takes more than asking people’s opinion. It requires digging down and understanding the behaviours of an industry over time by measuring the actual practices that take place, how those practices are adopted, and how those adoption rates change over time.

It’s also important to understand the difference between a fad and a trend – indeed, this is critical to sustainable business profitability.

Fads are short-term phenomena that rise quickly, take the world by storm and just as quickly fade into obscurity. In business, they have been known to create mercurial success and protean failure.

Trends, on the other hand, are events that evolve into wider movements. The power of a trend can manifest itself in the attitudes, values and behaviours of its audience. Consequently it is trends, not fads, that industry leaders must focus on in order to map out strategies for their businesses.

The lifecycle of a trend begins with a period of emergence – a period when a trend first makes a noticeable presence. Emergence is followed by a growth stage: a period of rapid evolution and market adoption. Following the growth stage, maturity arrives, when a trend achieves a highly developed stage of life – growth takes a back seat to the trend’s status as an important bellwether in its respective industry. Finally there’s decline, when a trend typically loses ground or possibly even becomes extinct.

Layered onto this, by looking not only at growth but also at adoption levels, we can also determine if it’s a niche trend or a mainstream trend (see Figure 1).

Technological trends
So, what are some of the insights garnered from the 2016 International Fitness Industry Trend Report in terms of the trends currently being adopted by operators from across the fitness sector?

Technology within the health and fitness industry remains in its infancy, but over the past three years has demonstrated the greatest absolute growth of any trend category.

Only one area of technological innovation – social media – has this far been adopted by over 50 per cent of the industry. However, other tech-based practices – such as club-based mobile apps, cloud-based registration and scheduling platforms, virtual group exercise classes and fitness wearables – all fall among industry practices that have shown the greatest relative growth over the past three years. These are all categorised as ‘emerging’ trends.

Our prediction is that these technology trends will continue to evolve over the next few years to the point where leveraging them will be a competitive necessity, not a point of differentiation.

Meanwhile, online pricing and online membership sales present a huge opportunity. In 2016, 40 per cent of respondents said their facilities showed their pricing / fees online, but only 28 per cent actually sold memberships online; growth in these trends remains slower than average, putting them into the ‘niche’ category at this stage.

While the growth in these practices over the past few years has been considerable (more than 100 per cent relative growth), they still fall well behind the percentage of consumers who make purchases online more generally. If the industry is going to remain relevant to tomorrow’s consumers, it will need to adopt these practices more readily.

Reaching a peak
In 2016, we saw a migration of trends into either the ‘mature’ category or the ‘niche’ category. This means these trends experienced changes in adoption and growth percentages that indicated they had reached their peak, whether that meant being a trend the masses had adopted, or a trend that spoke to a niche audience.

Bootcamp-style classes, personal training and bodyweight resistance training are examples of programming trends that reached maturity in 2016 – their growth is slowing as they are adopted by the majority of operators.

Thus far, however – and in spite of excellent market visibility – programmes such as health/wellness coaching and online self-directed fitness training (i.e. services you can use online via a computer or mobile device, both at home and at a gym, using a virtual trainer rather than a PT) appear to be heading towards a niche in terms of adoption levels by the industry, and therefore by consumers.

Here to stay?
Another key point is that, when it comes to programming, services and training – the classes and other forms of training offered in health clubs around the globe – fads are more prevalent than true trends. Indeed, approximately 50 per cent of the themes emerging in this category are classified as niche trends (i.e. low adoption levels), while another 34 per cent are classified as either ‘emerging’ or ‘growth’ trends.

There has also been a decline in adoption levels for several forms of programming over the past three years – and in some instances over the past year. For example, over the past three years, dance-related classes, exotic dance-orientated classes and suspension training classes have all seen adoption levels decline versus three years earlier.

These cyclical shifts in adoption show how fleeting some trends may actually be. From an operator perspective, it’s important to know when to go with them and when to let go.

Specialist or generalist?
The type of business you operate (boutique fitness studio, commercial fitness club, non-profit, etc) reflects considerably on the types of trends witnessed within the facility.

For example – and perhaps unsurprisingly – non-profits demonstrate higher adoption levels for socially-driven programmes, sports-related programmes and programmes that are targeting young people and seniors.

Interestingly though, commercial fitness clubs seem to be adopting a model that’s trying to be everything to everybody: there appears to be no outstanding trend, but rather an across-the-board adoption of most trends.

FIGURE 1:

LIFESTAGES OF TRENDS AND FADS

FIGURE 1
FIGURE 1

About the report

Mark Williamson and Stephen Tharrett
Mark Williamson and Stephen Tharrett

Stephen Tharrett and Mark Williamson are the co-founders of brand insights firm ClubIntel.

In the third quarter of 2016, ClubIntel and its partners facilitated the fitness industry’s second behavioural trend study – the 2016 International Fitness Industry Trend Report. The study measured adoption and growth rates for over 90 fitness practices across multiple categories (programmes, services and training protocols, equipment, facilities and technology) and industry segments (region, size of business, business model, etc).

The full report can be obtained for free from: www.club-intel.com

Sign up here to get HCM's weekly ezine and every issue of HCM magazine free on digital.
Bodyweight training is an example of a trend that reached maturity in 2016 / PHOTO: shutterstock.com
Bodyweight training is an example of a trend that reached maturity in 2016 / PHOTO: shutterstock.com
https://www.leisureopportunities.co.uk/images/875163_274191.jpg
ClubIntel’s Stephen Tharrett and Mark Williamson on the findings of the 2016 International Fitness Industry Trend Report
Stephen Tharrett and Mark Williamson of ClubIntel ,ClubIntel, Stephen Tharrett, Mark Williamson, 2016 International Fitness Industry Trend Report, boutique fitness club, bootcamp, bodyweight training
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Health clubs, leisure centres and studios in England have opened today (12 April) for the ...
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A major new initiative will look to strengthen and unite the fitness industry's voice in ...
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Leisure centre operator Everyone Active has formed a partnership with WW (formerly called Weight Watchers), ...
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Precor has launched a mobile app to accompany its popular networked fitness solution, Preva, which has so far recorded almost a billion workouts in more than 11,000 facilities worldwide.
Featured supplier news
Featured supplier: Precor supports Aneurin Leisure Trust in three-site refurbishment
Welsh leisure trust, Aneurin Leisure (ALT), has announced it’s forging ahead with a £600,000 (US$821,000, €696,000) gym refurbishment in all three of its leisure centres.
Company profiles
Company profile: Venueserve Fitness
Venueserve Fitness is an easy-to-use, low-cost web- and mobile online exercise platform, already being used ...
Company profiles
Company profile: Active IQ
Active IQ is the UK’s leading Ofqual-recognised Awarding Organisation for the Physical Activity sector....
Supplier Showcases
Supplier showcase - Fisikal
Catalogue Gallery
Click on a catalogue to view it online
Directory
Wearable technology solutions
MyZone: Wearable technology solutions
Architects/designers
Zynk Design Consultants: Architects/designers
Skincare
Sothys: Skincare
Exercise equipment
Pendex Fisio S.L.: Exercise equipment
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Whole body cryotherapy
Art of Cryo: Whole body cryotherapy
Trade associations
International SPA Association - iSPA: Trade associations
Spa software
SpaBooker: Spa software
Uniforms
Service Sport: Uniforms
Management software
fibodo Limited: Management software
Property & Tenders
Hillingdon
Hillingdon Borough Council
Property & Tenders
Diary dates
12 Jun 2021
Worldwide, Various,
Diary dates
13-14 Jun 2021
Online,
Diary dates
16-17 Jun 2021
ExCeL London, London, United Kingdom
Diary dates
01-04 Jul 2021
Expo Centre & Riviera di Rimini, Italy
Diary dates
18-19 Sep 2021
Locations worldwide,
Diary dates
21-24 Sep 2021
Messe Stuttgart, Germany
Diary dates
04-07 Nov 2021
Exhibition Centre , Cologne, Germany
Diary dates
01-07 Dec 2022
tbc, Dunedin, New Zealand
Diary dates

features

Fitness trends: Trending now

Stephen Tharrett and Mark Williamson of ClubIntel summarise the key trends identified in the 2016 International Fitness Industry Trend Report

Published in Health Club Management 2017 issue 2
Selling memberships online offers a huge opportunity for growth / PHOTO: shutterstock.com
Selling memberships online offers a huge opportunity for growth / PHOTO: shutterstock.com
Cyclical shifts in adoption show how fleeting some trends may be. It’s important to know when to go with them and when to let go

redicting trends takes more than asking people’s opinion. It requires digging down and understanding the behaviours of an industry over time by measuring the actual practices that take place, how those practices are adopted, and how those adoption rates change over time.

It’s also important to understand the difference between a fad and a trend – indeed, this is critical to sustainable business profitability.

Fads are short-term phenomena that rise quickly, take the world by storm and just as quickly fade into obscurity. In business, they have been known to create mercurial success and protean failure.

Trends, on the other hand, are events that evolve into wider movements. The power of a trend can manifest itself in the attitudes, values and behaviours of its audience. Consequently it is trends, not fads, that industry leaders must focus on in order to map out strategies for their businesses.

The lifecycle of a trend begins with a period of emergence – a period when a trend first makes a noticeable presence. Emergence is followed by a growth stage: a period of rapid evolution and market adoption. Following the growth stage, maturity arrives, when a trend achieves a highly developed stage of life – growth takes a back seat to the trend’s status as an important bellwether in its respective industry. Finally there’s decline, when a trend typically loses ground or possibly even becomes extinct.

Layered onto this, by looking not only at growth but also at adoption levels, we can also determine if it’s a niche trend or a mainstream trend (see Figure 1).

Technological trends
So, what are some of the insights garnered from the 2016 International Fitness Industry Trend Report in terms of the trends currently being adopted by operators from across the fitness sector?

Technology within the health and fitness industry remains in its infancy, but over the past three years has demonstrated the greatest absolute growth of any trend category.

Only one area of technological innovation – social media – has this far been adopted by over 50 per cent of the industry. However, other tech-based practices – such as club-based mobile apps, cloud-based registration and scheduling platforms, virtual group exercise classes and fitness wearables – all fall among industry practices that have shown the greatest relative growth over the past three years. These are all categorised as ‘emerging’ trends.

Our prediction is that these technology trends will continue to evolve over the next few years to the point where leveraging them will be a competitive necessity, not a point of differentiation.

Meanwhile, online pricing and online membership sales present a huge opportunity. In 2016, 40 per cent of respondents said their facilities showed their pricing / fees online, but only 28 per cent actually sold memberships online; growth in these trends remains slower than average, putting them into the ‘niche’ category at this stage.

While the growth in these practices over the past few years has been considerable (more than 100 per cent relative growth), they still fall well behind the percentage of consumers who make purchases online more generally. If the industry is going to remain relevant to tomorrow’s consumers, it will need to adopt these practices more readily.

Reaching a peak
In 2016, we saw a migration of trends into either the ‘mature’ category or the ‘niche’ category. This means these trends experienced changes in adoption and growth percentages that indicated they had reached their peak, whether that meant being a trend the masses had adopted, or a trend that spoke to a niche audience.

Bootcamp-style classes, personal training and bodyweight resistance training are examples of programming trends that reached maturity in 2016 – their growth is slowing as they are adopted by the majority of operators.

Thus far, however – and in spite of excellent market visibility – programmes such as health/wellness coaching and online self-directed fitness training (i.e. services you can use online via a computer or mobile device, both at home and at a gym, using a virtual trainer rather than a PT) appear to be heading towards a niche in terms of adoption levels by the industry, and therefore by consumers.

Here to stay?
Another key point is that, when it comes to programming, services and training – the classes and other forms of training offered in health clubs around the globe – fads are more prevalent than true trends. Indeed, approximately 50 per cent of the themes emerging in this category are classified as niche trends (i.e. low adoption levels), while another 34 per cent are classified as either ‘emerging’ or ‘growth’ trends.

There has also been a decline in adoption levels for several forms of programming over the past three years – and in some instances over the past year. For example, over the past three years, dance-related classes, exotic dance-orientated classes and suspension training classes have all seen adoption levels decline versus three years earlier.

These cyclical shifts in adoption show how fleeting some trends may actually be. From an operator perspective, it’s important to know when to go with them and when to let go.

Specialist or generalist?
The type of business you operate (boutique fitness studio, commercial fitness club, non-profit, etc) reflects considerably on the types of trends witnessed within the facility.

For example – and perhaps unsurprisingly – non-profits demonstrate higher adoption levels for socially-driven programmes, sports-related programmes and programmes that are targeting young people and seniors.

Interestingly though, commercial fitness clubs seem to be adopting a model that’s trying to be everything to everybody: there appears to be no outstanding trend, but rather an across-the-board adoption of most trends.

FIGURE 1:

LIFESTAGES OF TRENDS AND FADS

FIGURE 1
FIGURE 1

About the report

Mark Williamson and Stephen Tharrett
Mark Williamson and Stephen Tharrett

Stephen Tharrett and Mark Williamson are the co-founders of brand insights firm ClubIntel.

In the third quarter of 2016, ClubIntel and its partners facilitated the fitness industry’s second behavioural trend study – the 2016 International Fitness Industry Trend Report. The study measured adoption and growth rates for over 90 fitness practices across multiple categories (programmes, services and training protocols, equipment, facilities and technology) and industry segments (region, size of business, business model, etc).

The full report can be obtained for free from: www.club-intel.com

Sign up here to get HCM's weekly ezine and every issue of HCM magazine free on digital.
Bodyweight training is an example of a trend that reached maturity in 2016 / PHOTO: shutterstock.com
Bodyweight training is an example of a trend that reached maturity in 2016 / PHOTO: shutterstock.com
https://www.leisureopportunities.co.uk/images/875163_274191.jpg
ClubIntel’s Stephen Tharrett and Mark Williamson on the findings of the 2016 International Fitness Industry Trend Report
Stephen Tharrett and Mark Williamson of ClubIntel ,ClubIntel, Stephen Tharrett, Mark Williamson, 2016 International Fitness Industry Trend Report, boutique fitness club, bootcamp, bodyweight training
Latest News
Health clubs, leisure centres and studios in England have opened today (12 April) for the ...
Latest News
A major new initiative will look to strengthen and unite the fitness industry's voice in ...
Latest News
A parliamentary report is calling for a £3bn intervention fund to build back better health ...
Latest News
Leisure centre operator Everyone Active has formed a partnership with WW (formerly called Weight Watchers), ...
Latest News
Adults suffering from chronic pain should be advised to take exercise, rather than be prescribed ...
Latest News
As health clubs and fitness studios in England are counting the hours down to reopening ...
Latest News
Empowered Brands, the franchise investment business that acquired énergie Fitness out of a CVA in ...
Latest News
John Treharne, founder of The Gym Group, and Jana Havrdová, president of the Czech Chamber ...
Latest News
Questex, owner of industry buyer event, Sibec EU, has announced it will partner with FIBO ...
Latest News
Les Mills has come up with an ingenious solution to get around the pandemic travel ...
Latest News
At-home fitness giant Peloton has officially completed the acquisition of equipment provider Precor, in a ...
Featured supplier news
Featured supplier: Precor launches member-focused Preva Mobile app
Precor has launched a mobile app to accompany its popular networked fitness solution, Preva, which has so far recorded almost a billion workouts in more than 11,000 facilities worldwide.
Featured supplier news
Featured supplier: Precor supports Aneurin Leisure Trust in three-site refurbishment
Welsh leisure trust, Aneurin Leisure (ALT), has announced it’s forging ahead with a £600,000 (US$821,000, €696,000) gym refurbishment in all three of its leisure centres.
Company profiles
Company profile: Venueserve Fitness
Venueserve Fitness is an easy-to-use, low-cost web- and mobile online exercise platform, already being used ...
Company profiles
Company profile: Active IQ
Active IQ is the UK’s leading Ofqual-recognised Awarding Organisation for the Physical Activity sector....
Supplier Showcases
Supplier showcase - Fisikal
Catalogue Gallery
Click on a catalogue to view it online
Directory
Wearable technology solutions
MyZone: Wearable technology solutions
Architects/designers
Zynk Design Consultants: Architects/designers
Skincare
Sothys: Skincare
Exercise equipment
Pendex Fisio S.L.: Exercise equipment
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Whole body cryotherapy
Art of Cryo: Whole body cryotherapy
Trade associations
International SPA Association - iSPA: Trade associations
Spa software
SpaBooker: Spa software
Uniforms
Service Sport: Uniforms
Management software
fibodo Limited: Management software
Property & Tenders
Hillingdon
Hillingdon Borough Council
Property & Tenders
Diary dates
12 Jun 2021
Worldwide, Various,
Diary dates
13-14 Jun 2021
Online,
Diary dates
16-17 Jun 2021
ExCeL London, London, United Kingdom
Diary dates
01-04 Jul 2021
Expo Centre & Riviera di Rimini, Italy
Diary dates
18-19 Sep 2021
Locations worldwide,
Diary dates
21-24 Sep 2021
Messe Stuttgart, Germany
Diary dates
04-07 Nov 2021
Exhibition Centre , Cologne, Germany
Diary dates
01-07 Dec 2022
tbc, Dunedin, New Zealand
Diary dates
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