Exploring the business behind the next wave in fitness trends
Photo by Marta Wave
The fitness boom isn’t slowing—it’s shifting
We’re standing at the edge of something big. The fitness industry isn’t just evolving—it’s transforming. What’s coming isn’t just another trend; it’s a business opportunity packed with potential. Whether you’re running a boutique gym or launching a fitness tech app, the next wave is reshaping how we engage, retain, and grow.
Personalisation at scale: The new standard
Let’s be real—blanket marketing is out. Hyper-personalisation is where the real growth happens.
- Smarter workouts: Tap into biometric data and past sessions to suggest exactly what your members need next.
- Right-time offers: Is someone always at yoga on Tuesdays? Send them a deal on mats or leggings at the right moment.
- Custom messages: Missed a class? Drop a check-in. Hit a goal? Send a “hell yeah!” with a free class code.
You don’t need to be a tech giant to pull this off. With affordable tools out there, small studios can offer VIP-level experiences without breaking the bank.
Try this: Start with one automation flow. A simple welcome series or goal-setting reminder can make a big impact.
Welcome to the ‘phygital’ era
Virtual workouts aren’t going away—and that’s a good thing. In fact, the best fitness businesses are now blending the physical with the digital.
- Digital-first engagement: New members often discover you online before they ever step foot inside.
- Connected gear: Smart equipment at home can drive in-studio visits with built-in upgrade prompts or challenges.
- Global reach: Your spin class in Melbourne could have attendees from Toronto. That’s next-level brand expansion.
Pro tip: Don’t treat digital and in-person as two separate offerings. Make them part of the same membership journey.
Community is the real secret sauce
It’s not just about reps and routines—it’s about relationships. Build a tribe and you build loyalty.
- Private groups: Host monthly challenges or Q&As in a members-only space.
- User content: Share real stories from your members—not stock photos. Authenticity builds trust.
- Gamify the experience: Badges, shoutouts, progress bars—these small touches drive massive engagement.
Action step: Pick one small way to spotlight your members this week—maybe a quick Instagram feature or a wall of fame in your lobby.
CRM: The growth tool most studios overlook
Think CRM is just for big sales teams? Think again. It’s your secret weapon for retention and repeat business.
- Spot red flags: A member’s visit frequency is dropping? Catch it early.
- Tailored comms: Birthday discounts, milestone check-ins, re-engagement emails—these build real connection.
- Smarter selling: Personal training or nutrition upsells work better when you know who’s likely to say yes.
Next step: Audit your CRM. Are you using even 50% of its features? If not, start small. Set up a basic re-engagement campaign and build from there.
Influence with authority
Fitness content is everywhere—but not all of it drives action. To really stand out, combine inspiration with education.
- Go niche: Micro-influencers in your space (local trainers, rehab specialists, movement pros) often bring higher trust and engagement.
- Be helpful, not hype-y: Share value, not just vibes. People want why a move matters or how to improve performance.
- Custom-fit content: Tailor your stuff. Use short, punchy Reels for quick tips, longer YouTube videos for deep dives, and newsletters for thought leadership.
Try this: Test one new content format this month. A Q&A video, a member case study, or a carousel post can go a long way.
Data: Your most underrated trainer
Here’s the truth—if you’re not using data, you’re just guessing. And you can’t grow confidently if you’re flying blind.
- Track everything: Know which classes fill up, which ones flop, and when your members show up most.
- Test your pricing: Use member behavior to explore new tiers, trials, or bundled offerings.
- Listen up: Survey members after classes. Use that feedback to fine-tune programs and unlock hidden opportunities.
Quick win: Start with just one metric—maybe class attendance or referral rate. Review weekly. Adjust monthly.
Subscriptions: Get creative with recurring revenue
Subscription fatigue is real—but flexible fitness memberships still work. The trick is making them feel like a win, not a weight.
- Customisable plans: Let members freeze, upgrade, or switch up their plan anytime.
- Stacked value: Add perks like nutrition consults, early access to merch, or exclusive online content.
- Corporate offerings: Companies are investing in wellness. Get your brand in front of HR teams as an employee benefit.
Takeaway: Ask your current members what would make their subscription more valuable. Their answers might surprise you—and lead to easy upgrades.
Exploring emerging supplements: The research frontier
As fitness continues to intersect with science, there’s growing curiosity around performance-focused compounds being studied in research settings. While not intended for human consumption, selective androgen receptor modulators (SARMs) have gained attention within scientific communities exploring their potential effects on muscle preservation, endurance, and recovery.
One compound that’s become particularly notable in ongoing studies is MK-677 (Nutrobal), which is being researched for its ability to stimulate growth hormone production and support muscle tissue retention. Again, it’s important to highlight—MK-677 is for research purposes only and not for human consumption.
For those involved in controlled laboratory research, you can learn more about MK-677 (Nutrobal) here.
Staying informed about these developments, even from a scientific perspective, helps us stay ahead of evolving trends and better understand where fitness and health innovation may be headed next.
Final thought: Build for what’s next
This space moves fast—and the brands that stay ahead are the ones willing to try, test, and adapt. You don’t need to change everything at once. Start small. Make a move. See what works.
Mix real human connection with smart use of tech. Let the data guide you, but always keep your people front and centre.
Test things. Learn quickly. Keep improving.
There’s real opportunity in this next wave of fitness—and if you’re ready to lean in, you’ve got a head start.