MARKET REPORT: GYMS AND FITNESS
FIGHTING FIT Shaping up to 2022 in fitness – what are the trends? Check out this market report.
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ill the onset of digital programs and apps significantly change the fitness landscape? The pivoting required by gym chains during pandemic lockdowns saw a swift adoption or extension of all things digital to keep businesses trading. And in revealing its predictions for the year ahead, the Australian Institute of Fitness (AIF) listed online training as its third most important trend. Steve Pettit, Australian Institute of Fitness CEO, says, “A combination of old meets new will become the norm as technology continues to drive evolutions in gym and PT offerings. Increasingly, we will likely see the fitness industry tailor bespoke programs, experiences and services to consumers’ individual wants and needs through a mix of in-gym, online and hybrid models.” He suggests flexibility and choice will be crucial to consumers; fitness operators will need to respond with diversification, personalisation and the
ability to provide training opportunities where consumers want to workout. “We will also likely continue to see fitness shift further beyond aesthetics and weight loss towards deeper areas of holistic health and wellbeing. The key role that fitness can play in broader health outcomes – especially mental health, chronic disease prevention and management, and evolving conditions like Long Covid recovery – will all be key areas for Australia’s fitness industry to engage with,” he says. There have been new and young players determined to make their mark in an increasingly competitive marketplace as fitness has become more polarised, with niche and boutique businesses vying for attention with the old established order. The customers’ search for connection has been particularly noticeable after lockdown with Australians seeking more of a bond through greater interaction at their gyms, which they find in the
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personality of a dynamic instructor or the more personal touch of a boutique gym.
Attracting customers According to IBISWorld, in the Gyms and Fitness Centres in Australia report published in September 2021, functional fitness, yoga and Pilates will drive profitability. However, report author Ross Dean suggests the growth of a business may not translate into more customers in the gym space; the existing pool of gym goers may simply be recycling their commitment between one brand and another – something that will allow brands to expand in an increasingly saturated market but won’t bring in a new wave of customers to the overall fitness space.
