The New Fitness Client of 2022

A look at five prospective fitness clients and how to get them through your gym doors

By Sara Hodson

The fitness industry has never been more relevant. The need for exercise for the physical and mental health of Canadians is greater than ever.

Now, how do we get the clients in the door?

There is promising news on all fronts. The Canadian report on physical activity from ParticiPACTION found that in the last two years Canadians turned to movement to break up the monotony of the pandemic. According to the report, although the number of Canadians achieving 150 minutes of moderate to vigorous physical activity did not rise, we were moving more - taking daytime walks between Zoom meetings, going out on bike rides with our families, and attending virtual yoga classes. And, according to data from Class Pass, gym reservations grew by 321 per cent in 2021.

People are coming back to the gym. But do we know who our clients are? And do we know what they need from us? Here are your five prospective clients, and what they need from the fitness industry.

1. Your ‘All In’ Client

This was the client who was the first person back in the gym, QR code in hand, when you opened your doors. This was the client who never left your side, who pivoted with you, Zoomed in for virtual sessions and could not wait to put on a mask and come back to the gym.

What they need from us: We must continue to provide a professional, safe, and consistent service. What we learned in the last two years is that our businesses must adapt quickly to provincial mandates or lockdowns, and these clients need to be kept up to speed with clear communication and dependable action. They also need us to be experts in our fields, and have our fingers on the pulse of everything that is happening in the fitness industry, which means staying up to date with certifications and training, and being knowledgeable about research, technology and equipment. canfitpro is a great resource for training and continuing education.

2. The ‘I Need More’ Client

There is a large group of Canadians that became more sedentary during the pandemic. According to the ParticiPACTION report, 88 per cent of Canadians are sedentary eight hours a day or more. Sedentary behavior can lead to weight gain and can raise our rates of chronic health conditions - such as hypertension, cardiovascular disease and diabetes, as well as increase challenges with mobility and joint pain. Our senior population also needs more from us - it is not enough to increase longevity - we are now living longer, but we are not necessarily living well.

What they need from us: A client who has been inactive needs more from you, and having trained fitness professionals on staff who are skilled or certified to work with special populations is essential. At LIVE WELL, we monitor vital signs, such as heart rate, blood glucose, and we can monitor our clients within their workouts. While this might not be within your scope, as an industry we have to think about how to make our fitness clubs more inclusive, accessible, and supportive. Fitness has long been seen as the place to get “ripped” and focus on physique and performance - but this has turned away a huge group of potential clients. We need to focus on exercise as medicine - for our physical and mental health, and to invite everyone in to reap the benefits.

3. The Virtual Client

They were front and centre in spin class, and in the last two years they have found virtual fitness classes. They might have even discovered YouTube yoga videos and made time over their lunch hour to destress and Namaste. They think they do not need the gym - but we know better.

What they need from us: The health benefits of social connection are unquestionable. The Canadian Mental Health Association says, “Social connection lowers anxiety and depression, helps us regulate our emotions, leads to higher self-esteem and improves our immune systems. Neglecting our need to connect puts our health at risk.” Our virtual clients have an advantage - they have likely achieved a level of fitness in the last two years from their online workouts. They need to come back to the gym for community, and discover that friendship and fitness go hand in hand.

4. The Home Gym Client

They converted a bedroom to a gym and bought all the equipment - a treadmill, a bike and free weights. They have increased their fitness levels and are now ready to progress further. They have seen improvements and have whetted their appetite for what the fitness industry has to offer.

What they need from us: They need community, and they need the health benefits of social interaction. They need exceptional trainers who will design programs that help them continually push them forward. We have to think outside the box and make 2022 the year that we strut our stuff as an industry. Remember the expression “Stronger Together”? This fitness client needs to be challenged to come in, find a workout buddy, and get a trainer who will help get them to the next level of fitness . They need the accolades that they deserve - they got fit, or stayed fit, through a very challenging time, and we are only going to build on what they are already doing!

5. The Walking Client

Yes, Canadians are walking. But is it enough? We know that moving a sedentary client off the couch and out for a walk is only step one of the fitness journey. While walking is an excellent form of cardiovascular exercise, are they getting their heart rate into the moderate to vigorous zone? Are they doing any resistance training?

What they need from us: Let us go back to our basics of fitness training - our clients need a mix of cardiovascular training - in low, moderate and vigorous zones, resistance training (with bodyweight, bands, machines, dumbbells or kettlebells), and mobility and flexibility training. They also need to work on balance, agility and even speed! We have to encourage our walkers to come inside and know the value of strength training in changing their fat to muscle ratio, their ability to lose weight, and also why load-bearing exercises are essential to stave off bone degenerative diseases such as osteoporosis and arthritis.

We have spent two years looking at computer screens. And while we know that the future of fitness is hybrid - that the virtual fitness world is here to stay - we know the power of in-person workouts. We know there is nothing like the energy of a group fitness class, or the knowledge of a personal trainer to help us achieve our goals. The future of fitness is in front of us - understanding our clients, what they need, and how to deliver it will be the key to unlocking your success door!

Sara Hodson, CEO of LIVE WELL Exercise Clinic, is President of the Fitness Industry Council of Canada and a board member of the Prescription to Get Active. To start a LIVE WELL Exercise Clinic in your community, please visit www.livewellclinic.ca