Summer might be over, but don’t head inside quite yet. Our focus this month is outdoor fitness.

One of the many ways COVID has impacted our lives — and the fitness industry at large — is the augmented affinity for working out outside. The acute awareness of how much time we spend indoors has left many of us craving a bit more vitamin D and fresh air… and once you feel that “high” of endorphins and soaking up a natural environment, it can be hard to go back inside.

Look at some of the sunnier metropolitan areas for an example of this. There’s a reason why boutique fitness took a bit longer to take off in cities like San Diego… Why cycle indoors when you can cycle along the Pacific Coast Highway? For decades, stand-up paddle boarding, long walks and brisk jogs, rollerblading and skating, cycling, and boot camps in the park have been how many of these individuals break a sweat on a regular basis.

Even cities that aren’t as blessed with a temperate, sunshiny climate can take advantage of the great outdoors, and adapt based on their own unique weather conditions and geography. And you don’t have to be a nature lover to benefit from fresh air and being outside.

Let’s look at some of the collective benefits of working out outside:

• The obvious, vitamin D: Outdoor exercise increases exposure to sunlight, boosting Vitamin D production in the body, thus supporting bone health, immune function, and overall mood stabilization.
• It’s mood-boosting: Exercising outdoors in natural environments has been linked to improved cognitive performance, including better attention and memory. Being in nature engages the senses more fully, helping reduce mental fatigue. Studies have also found that outdoor exercise can significantly reduce anxiety and depression symptoms, compared to indoor exercise. The combination of physical activity and exposure to nature is thought to enhance mood and boost self-esteem more effectively than exercising indoors.
• It’s fun and motivating (scientifically!): Outdoor environments are often associated with higher levels of enjoyment and motivation to exercise. A study found that participants reported more positive emotions and were more likely to feel energized and revitalized after breaking a sweat outside as opposed to inside the gym.
• It “feels easier”: Apparently, some natural surroundings and fresh air can reduce the perception of effort, making exercise feel easier and more enjoyable. This can help individuals work out longer without feeling as fatigued.

Fun, easy breezy, and motivating… There's a lot to love about working out outside. Currently, popular exercise categories that are taking off include hiking, cycling, jogging, and bootcamp style group fitness classes.

Gymdesk suggests that “in addition to offering morning, midday, and evening Bootcamp classes, gyms should consider adding an outdoor extension, allowing members to train under the sun.” Additionally, they add that “setting up a free-weight circuit with rebounders and cycles” provides a compact area that can withstand a heavy traffic flow; it’s also easy to bring back in at night when you’re closing up for the day.

EōS Fitness created “The Back Yard” outdoor workout area, what they call a “well-established outdoor space,” that is “equipped with diverse equipment, ideal for a variety of workouts,” blending fitness with the natural outdoor environment to meet the growing demand from their members.

A gym in the UK has taken it a step further, bringing CrossFit to the farm for “Farm Fitness”. It features a “blend of modified strongman, functional bodybuilding, calisthenics, and blistering cardio efforts,” with a “rolling countryside backdrop,” attracting rugby players, strongmen, regular folks, and even kids with their youth-adapted program.

For the colder months, if you’re still headed outside, consider shorter classes (think: “mini workouts” under 30 minutes), or low-intensity offerings like a “bundled up” nature walk (or simply a long walk), emphasizing the aspects of mindfulness and reducing cortisol.

You could consider offering a “cozy cool down” after a chilly outdoor session, incorporating both a cool-down stretch and a hot drink inside, like coffee or tea.

Some clients might enjoy a rain-or-shine attitude for a rainy group run, but for those who don’t, a covered pavilion or pop-up tent (if you have one available) could allow for fresh air despite inclement weather.

Do you have some creative ideas for getting your members outside in the fall and winter months? We’d love to hear from you.

—-------------------------------

Industry Happenings:

Upcoming Events:

‍

1. Asia Fitness Conference, October 18-20, 2024, Bangkok, Thailand
2. European Congress Powered by the Health & Fitness, October 21-23, 2024, Barcelona, Spain
3. Boston MANIA, November 1-3, 2024, Boston, Massachusetts
4. Athletic Business Show, November 19-22, 2024, New Orleans, Louisiana
5. International Council on Active Aging Conference and Expo, November 19-21, 2024, Raleigh, North Carolina

—-------------------------------------------------------------------------------------

Upcoming Workshops in October & November:

1. 20+ workshops from Peak Pilates
2. 20+ workshops from TRX®
3. 17 workshops from Spinning®
4. 16 workshops from Oxygen Advantage
5. 6 workshops from Mike Boyle's CFSC
6. 6 workshops from SoulBody Fitness
7. 3 workshops from U-Jam
8. 1 workshop from Athleticum Fitness
9. 1 workshop from Power Plate
10. 1 workshop from Gray Institute

—------------------------------------------------

Industry News:

• TRX launched their TRX Studio Line for gyms and studios.
• Therabody unveiled their new recovery and sleep innovations.
• 24 Hour Fitness invested millions in gym upgrades.
• The Beachbody Company adjusted its business model from MLM to a single-level affiliate program.
• ABC Fitness released 2024 Fall Report showing that Gen Z is focused on overall wellness, while Boomers are the most active.
• Anne Mahlum and Dave Asprey invested in AI-Driven OxeFit.

—----------------------------------------------------

Thanks for Reading!

This newsletter was brought to you by Kathie Davis, Peter Davis, Ravi Sharma, Dominique Astorino, and the Inspire360 team.

—----------------------------------------------------

A Note from Peter & Kathie

The industry is changing rapidly and we are here to help you sift through all the noise and get to the good stuff. Every month, we'll bring you trending topics and the inside scoop that we believe is paramount for fitness professionals to know.

‍

Keep Inspiring,

Peter & Kathie Davis

‍

Want to get this delivered straight to your inbox? Sign up to receive the Inspire360 Global Fitness Newsletter here.

Traditionally seen as an "old-school” workout, now people are flocking to boxing in droves on a global scale. According to a 2021 Harris Poll, boxing is currently the 4th most popular sport in the United States.

Luxury clubs like Equinox and Life Time offer coveted boxing and kickboxing group fitness classes from coast to coast. The Rumble boxing franchise is popular across the US and in Australia. Across the pond, Outboxe is one of the most popular gyms in Paris (a city that’s historically been more hushed about exercise).

Whether it’s a boutique studio dedicated to the combat sport, a workout offered at a health club or gym, or an at-home solution like the FightCamp boxing machine, many individuals are experiencing the empowering, transformative magic of boxing.

But why? What’s so special about it?

Ultimately, we know that the best workout for an individual is the one they’ll keep doing consistently. Boxing tends to be that particular workout for many because of its inherently empowering nature — an empowerment that has impressive effects on mental health.

According to former Team USA boxer and FightCamp co-founder Tommy Duquette — who knows personally and professionally how much boxing can improve your health — “Boxing is the end all be all workout.”

Boxing for the Brain

Duquette points to a recent NIH study on boxing for mental health, which found that "[Boxing Fitness] provides significant reduction in symptoms of anxiety, depression, PTSD and negative symptoms of schizophrenia. Non-contact boxing provided a cathartic release of anger and stress, with evidence of improved mood, self-esteem, confidence, concentration, metabolic burden, strength and coordination."

Pretty impressive, right?

Some of this comes down to the mental involvement of the workout itself — this is not the type of exercise where you can mentally check out.

As Grace Gage, MS says, “Not only is it a physical workout, boxing requires a huge amount of mental stamina; I was shocked at how much strategy is involved in sparring. There are ways of setting up or anticipating your opponent's moves that require you to stay completely focused in the moment.”

Duquette echoes this. “Fighters are the most finely tuned, well-trained athletes in the world because they have to be — they are literally preparing themselves for dangerous combat, so there is no margin for error.” In other words, no room to ruminate on stressful thoughts about inflation, politics, or family drama at home. You need to focus on the task at hand!

Many of us can relate to being on a morning run, getting home, and then realizing we don’t even remember the route we took. That's not the case with boxing!

“When you’re focusing on a combination and landing your punches, you forget that you're working out!” says Gage. “You can really lose yourself and after a few rounds, suddenly realize you are drenched in sweat and breathless.”

Additionally, Gage adds, mental health can be boosted by the sense of camaraderie fostered by boxing. “Whether you are a new student or training for a professional fight, it’s awesome to be able to connect with people about a specific skill and use the same equipment to become better athletes.”

Boxing for the Body

The mental and physical benefits are obviously connected; some of the mental benefits of boxing come down to breaking free from mental clutter.

“When I taught kickboxing classes in the past, or any choreography-based class, it was great to see your students get out of their heads and let their bodies do the work,” says Gage, who notes that this is the case for boxing as well. “Anyone can overthink and freeze, but once you tap into the rhythm and flow, it becomes a lot more enjoyable!”

Gage signed up for a boxing membership after one class. She was drawn to the powerful athleticism (“It looked cool!”) and inspired by “the combination of choreography and power. All the movements have a rhythm and timing that is super satisfying when done correctly.”

It’s a type of movement that gives its trainees a beautifully balanced workout. Duquette notes that boxing “encompasses a balance of both strength and conditioning.” It’s a full-body workout that activates every muscle group, while also offering an incredible amount of cardio with a mix of aerobic and anaerobic training.

Steve Rousey, owner of two 9Round 24/7 Kickboxing Fitness Clubs in Corona and Huntington Beach, California, also comments on kickboxing's full body results saying it "takes care of all three phases of fitness simultaneously: cardiovascular, muscle strength and endurance, and range of motion (ROM)." When kickboxing, participants "move with tempo and rhythm (cardio), strike (punch & kick) resistive forces (heavy bags), and move ballistically through time & space with great ROM." He adds "all three can be incorporated into one workout, which saves time in a world of ultra busy people."

And because it focuses so much on coordination and balance, boxing can help with functional movement and longevity (something we talked about at length just a few months ago).

Cardiovascular strength improves, disease risk is lowered, musculature is strengthened, agility improves, stamina increases — and you can do it all in about 45 minutes.

Boxing for Everyone

While it can seem intimidating from the outside, beginner classes have been rising in popularity worldwide; the barrier to entry is low! Rousey says it's for "all ages, fitness levels, and skill levels." And even if members of your clubs have certain physical limitations or disadvantages, boxing could not only be accessible but even help improve their disability (depending on the circumstance, of course).

Consider Rock Steady Boxing, an organization committed to helping individuals with Parkinson’s disease. Their program is not only safe for those diagnosed with the disease, but has led to success stories of improved range of movement and quality of life — all through boxing! “I see people come in with walkers [and] wheelchairs and then see those same people a few weeks or months later, and they aren’t using them anymore,” says one participant. Another says, “Today, I have a new lease on life. I have taken control of this disease; it is not controlling me.”

Whether you’re a beginner, pregnant, a senior, a Parkinson’s fighter, or recovering from injury, there’s a boxing option for you that can provide you with a bevy of physical and mental health benefits.

—-------------------------------------------------------------------

Industry Happenings:

Upcoming Events:

‍

1. Mental Health America Conference, September 19-21, 2024, Washington, D.C.
2. Midwest Mania Convention, October 4-6, 2024, Rosemont, Illinois
3. Asia Fitness Conference, October 18-20, 2024, Bangkok, Thailand
4. European Congress Powered by Health & Fitness, October 21-23, 2024, Barcelona, Spain
5. International Council on Active Aging Conference and Expo, November 19-21, 2024, Raleigh, North Carolina

—-------------------------------------------------------------------------------------

Upcoming Workshops in September & October:

• 20+ workshops from Peak Pilates
• 20+ workshops from Spinning®
• 20+ workshops from TRX®
• 13 workshops from Oxygen Advantage
• 7 workshops from Mike Boyle's CFSC
• 5 workshops from SoulBody Fitness
• 5 workshops from U-Jam
• 4 workshops from Gray Institute
• 2 workshops from Power Plate
• 1 workshop from SparkPro
• 1 workshop from Strive Life Fitness

—------------------------------------------------

Industry News:

• American Council on Exercise (ACE) is now providing insurance options for exercise professionals and health coaches with Enrollment First, Inc.
• SoulCycle activities can now be shared on Strava.
• Therabody and Sephora have partnered to develop a contrast therapy skincare device.
• A new study has found that low-impact yoga and exercise can help older women manage urinary incontinence.
• Reebok released its new fitness app.
• A recent consumer study found that nearly 50% of U.S. internet households actively use wearable devices.
• Canyon Ranch announced LONGEVITY8™.

—----------------------------------------------------

Thanks for Reading!

This newsletter was brought to you by Kathie Davis, Peter Davis, Ravi Sharma, Dominique Astorino, and the Inspire360 team.

—----------------------------------------------------

A Note from Peter & Kathie

The industry is changing rapidly and we are here to help you sift through all the noise and get to the good stuff. Every month, we'll bring you trending topics and the inside scoop that we believe is paramount for fitness professionals to know.

‍

Keep Inspiring,

Peter & Kathie Davis

‍

Want to get this delivered straight to your inbox? Sign up to receive the Inspire360 Global Fitness Newsletter here.

There are traditional hallmarks of femininity when it comes to Western culture, historically speaking. Women have been expected to be dainty, graceful, delicate, and perhaps most of all, youthful. A woman’s value has almost always been rooted in her youth.

Consider the “anti-aging” market geared at women. It’s a nearly 80 Billion dollar industry in the US, quite literally capitalizing on an insecurity women have been conditioned to adopt for centuries.

But recently, there’s been a shift in what is societally “acceptable” regarding femininity and womanhood. We’re finally shedding some remnants of a marriage market era that emphasized youth above almost all else (due to factors including dowries, childbearing, loyalty, and naiveté).

Are women — at long last — allowed to age?

Though we won’t see the undoing of hundreds of years of cultural conditioning overnight, the shift is, in fact, happening. The latest trend? “Pro aging.”

Older women are becoming influencers on social media (sometimes called “Granfluencers,” sharing day-to-day living, wisdom, tips, and simply… well, existing in the public eye.

It’s happening in the gym, too, where more and more women are feeling comfortable in these settings; The Wall Street Journal recently reported on this. 98-year-old Johanna Quaas continues to practice gymnastics and is awing audiences globally with her strength and commitment to continuing to do what she loves.

A 64-year-old real-estate agent in Massachusetts told WSJ that “her mother discouraged her from any sort of physical activity because it wasn’t ‘ladylike,’” but when she saw more women her age at gyms, she was inspired to try Olympic lifting.

Representation matters. Seeing yourself in someone else — in an arena you may not yet be comfortable in — is important. Whether that’s in the gym or on an Instagram reel, it’s making a difference.

The American Society on Aging emphasizes the importance of this representation, and the ability to tell stories of older women — but that comes down to older women having the ability to tell their stories. “In Hollywood, the number of women filmmakers and screenwriters is markedly less than men and when you break this down by age the numbers reduce further.” The same can be said for any number of industries, including fitness.

The New Playbook For Aging

WSJ says, “For many women over 50, there is a new playbook for aging.” The playbook’s primary contents? Strength-training workouts: building muscle, bone density, and confidence.

Clubs are seeing the numbers to back this up. More and more of this demographic is signing up for club memberships. ACSM’s 2024 Worldwide Survey of Fitness Trends predicted that “fitness programs for older adults” are rising.

CrossFit even reported that “11,700 women between ages 50 to 59 signed up to compete in [the CrossFit Open] 2024,” marking a 40% increase in just three years.

Polly McKinstry, who has ranked #1 in the 65+ age category in the CrossFit Games since 2021, credits this form of strength training for preventing the deterioration of her knee and even helping her recover from a knee replacement surgery.

This brings up an important part of “healthy aging” that is often overlooked (especially with what is marketed to women)... it’s not just about expensive creams and cosmetic procedures. Fitness plays a crucial role in longevity, including helping individuals age more comfortably and more easily. It gives us the ability to enjoy life more and more as time goes on, instead of deteriorating with the passage of years.

But when it comes to anti-aging, women are often directed to prevent wrinkles with preventative Botox and collagen serums… and less often told to prevent heart attacks and bone density loss with strength training.

64-year-old Ohioan Teresa Burkett told WSJ: “I used to focus so much on the thought of getting old. I had a lightbulb moment where I thought, it’s not our gray hair and our wrinkles that make us look old. It’s the lack of strength and muscle, and we have some control over that.”

Setting a New Precedent

Seeing older women in these arenas isn’t just inspiring for other individuals in this demographic — it's transformative for future generations as well. Sarah Stevens, a 37-year-old mother of two in Knoxville, TN, tells us she attends regular Jazzercise classes in her area, with classmates who range from 20's to 90's.

Stevens feels “completely inspired in every single class” by seeing the women older than her. “One of my classmates has become a dear friend; she is in her 70s and still shows up in a crop top and dances better than all of us!” She shared that though she’s still struggling with the concept of aging, seeing these women in her workouts has reassured her that there is — and always will be — space for her in her gym, no matter what life stage she’s in.

What does this mean for health clubs and gyms? How can we be involved in this shift?

As we mentioned, representation matters. This shift starts with creating an inviting and comfortable space for older women — because once a few are through the door, they’ll be an inspiration to others.

Design Demographic-Specific Programming

Creating a space that is inviting for women is step one. The concept of female-friendly environments — particularly in the fitness space — is another topic we could get into, but consider elements like communication, staff training, locker rooms, and programming.

Classes and training programs designed for older women ensure that you’re targeting the specific needs of this demographic. Seeing how women have been overlooked in sports medicine and science for a very long time, this attention and anticipation of needs is likely to be especially appreciated by the often neglected aging female population.

"Women over 50 have very specific needs when it comes to health, wellbeing and fitness,” says Lauren Roxburgh, best-selling author and founder of the Aligned Life Studio, a holistic health and wellness platform designed specifically with this age group in mind. “They’re dealing with hormonal issues and major life changes like menopause, yet at the same time, they’re also at the top of their careers, balancing busy family and personal lives and wanting to remain as vital and youthful as possible. And there’s no reason why they can’t do it all. While maintaining strength is obviously important as we age, I’ve found the key is in taking a holistic approach that emphasizes true mind-body connection over beating yourself up doing hard core workouts and counting every calorie. It’s about getting into your correct alignment, reducing stress, eating well, and being kind to yourself. I’ve developed a whole protocol that encompasses workouts and healing sequences, diet, mindfulness practices, and other tips and tools to help women do this without breaking their budget - or themselves!"

Roxburgh has over 10,000 women as members of her Studio, many of who attest to the power of her method, particularly for women over 50. “Her approach has been a game-changer for me and has helped me get out of pain, feel more balanced and lose that stubborn weight I just couldn’t seem to drop,” says Holly Handorf, 53, of Mesa, Arizona. “She taught so much and I find I no longer live just in my head but in my body. Lauren has also helped me let go of a lot of stress and really get my life back - it’s changed my life!”

Brad Thorpe, CEO of Isophit, also talks about understanding the challenges facing these women in order to be part of the solution. “Osteoporosis, strokes, and heart attacks, along with Alzheimer’s disease, are increasingly affecting women over the age of 50,” says Thorpe. “Isometric strength training offers superior results compared to traditional exercise methods in reducing blood pressure and enhancing muscle, bone, and tendon strength. Additionally, studies show that increasing isometric muscle strength can boost longevity rates by 31%, compared to a 14% increase from dynamic muscle strength.”

Thorpe adds that “Through the implementation of a strategically designed whole body isometric strength training program—with niche isometric strength training products like Isophit—women of all ages can significantly impact their physical and mental health, as well as their functional performance. Isometric strength training requires virtually no skill to perform, making it accessible to everyone, and carries an extremely low risk of injury.”

In addition to the training programs themselves, designing facilities with older populations in mind also comes into play. The right equipment and layout can make a significant difference in the success of training programs, safety of clients, and satisfaction of the community. Many factors are important with this fusion of gerontology and architecture, but even if you aren’t designing a facility from the ground up, you can implement certain facets. Think: additional safety features and locks on equipment, visual aids, and floor markings to prevent tripping and falling in any areas with ledges, stairs, etc, HR monitors to borrow during a session, non-slip flooring, seating, and rest areas, and adequate lighting.

Consider how you might be able to create a space in which older women not only feel comfortable but can truly thrive. A space where they feel celebrated and empowered, connected, seen, and understood. We’re excited to see what happens in your clubs and communities.

—----------

Industry Happenings:

Upcoming Events:

‍

1. The Fit Expo, August 17-18, 2024, Anaheim, California
2. Dallas MANIA® Fitness Pro Convention, August 23-25, 2024, Dallas, Texas
3. Annual Wellness Summit, August 26-29, 2024, Chicago, Illinois
4. AMTA National Convention, September 12-14, 2024, Tampa, Florida
5. Mental Health America Conference, September 19-21, 2024, Washington, D.C.

—-------------------------------------------------------------------------------------

Upcoming Workshops in August & September:

1. 20+ workshops from Peak Pilates
2. 20+ workshops from Spinning®
3. 20+ workshops from TRX®
4. 11 workshops from Oxygen Advantage
5. 8 workshops from Mike Boyle's CFSC
6. 3 workshops from Gray Institute
7. 2 workshops from U-Jam
8. 1 workshop from Athleticum
9. 1 workshop from Nordic Flow Academy
10. 1 workshop from SoulBody Fitness

—------------------------------------------------

Industry News:

• Technogym offered personalized training support with its AI-based ecosystem to support Olympians in Paris.
• Student-athletes at the new Clemson University facility now have access to Hydromassage.
• Non-profit organization Kynisca Sports International Ltd. introduced the Kynisca Innovation Hub, created to unlock female athletic potential.
• Zumba Fitness and Samsung Health have announced a partnership to "elevate global fitness and wellbeing."
• Mindbody launched Mindbody Insurance.
• Life Time is raising its full-year revenue guidance to between $2.56 and $2.59 billion following strong second-quarter performance.
• BODi launches a content partnership with the American Diabetes Association.
• Popular European gym chain, McFit puts strength training and female-only fitness at its core.
• Fitness International acquired XSport Fitness.

—----------------------------------------------------

Thanks for Reading!

This newsletter was brought to you by Kathie Davis, Peter Davis, Ravi Sharma, Dominique Astorino, and the Inspire360 team.

—----------------------------------------------------

A Note from Peter & Kathie

The industry is changing rapidly and we are here to help you sift through all the noise and get to the good stuff. Every month, we'll bring you trending topics and the inside scoop that we believe is paramount for fitness professionals to know.

‍

Keep Inspiring,

Peter & Kathie Davis

‍

Want to get this delivered straight to your inbox? Sign up to receive the Inspire360 Global Fitness Newsletter here.

Just turn on the news and it can feel like we’re living through perpetual crisis. This takes a massive toll on our health and well-being.

This is a virtually universal experience, and there’s only so much the human brain can take. As such, many have taken a rather interesting approach to imbuing levity into their lives. Enter: Delightful Distractions. This concept (and consumer trend) is helping individuals around the world find a daily dose of joy in an otherwise trying time. And we think that this community of health and fitness professionals can learn a lot from it.

Delightful Distractions are quite literally the opposite of doom and gloom. Let’s take a closer look.

Marie Kondo introduced the phrase “spark joy” into the collective vocabulary, and Delightful Distractions certainly follows suit. By finding the things (items and experiences) that “spark joy” — think: exciting, heartwarming, playful, funny — we’re able to release tension and de-stress (even if that destressing is only temporary).

What does this look like? The younger generation is “romanticizing routine” by documenting otherwise mundane daily tasks with an optimistic lens. "Dopamine dressing" is a trend where one overhauls their daily style to focus on colors and styles that make them happy; things that (again) spark joy. Pops of color, playful messaging, silliness, and catering to one’s inner child all can fall under the “Delightful Distractions” category.

Brands across different sectors are following suit. Fiat ditched grey cars in favor of brighter hues. Immersive brand experiences allow for an hour or so of escapism (no shopping required). Take the Dior Museum in Paris, for example: an interactive, immersive dive into a world of fashion, design, opulence, and art… a far cry from the experience one feels when scanning the morning news.

How Fitness Professionals and Health Clubs Can Provide Delightful Distractions

So where do we, as fitness professionals, come into play here? Consumers — and in this case, your club members, clients, and community — are seeking an escape from strife, and looking for an infusion of fun.

Access Your Inner Child

One of the most direct ways to impart more fun is through playful programming. We love a weightlifting session or traditional Pilates class as much as the next person, but those types of workouts don’t necessarily scream “inner child.”

So what will bring out a participant's fun side? Think: trampoline fitness, accessible/beginner dance classes, roller skating classes, aerial fitness, drumming-inspired workouts, and other unique types of exercise.

You could add a class to your offering focused on stress relief (you could even call it something like “Blow Off Steam”) and center the exercises on stress-release. The benefit here is that any type of exercise can be stress-relieving; you can get creative, tap into resources you already have, and market them thoughtfully toward being a positive distraction from a stressful world.

Use Music

Do you want to infuse some playfulness into what you’ve already got going on? Make it a music driven class. Peloton and SoulCycle are great examples of this being an effective tool. Themed rides based on certain artists, eras, and genres draw in massive numbers (and wait lists in the case of SoulCycle). Time it with the release of a new album to make the workout even more exciting for your clients.

Crack Jokes

Get goofy and show more of your personality. Certain senses of humor will naturally resonate with different groups — see what works for your community. When the right fitness professional finds the right audience, each workout or training session will become part fitness, part comedic relief. Again, Peloton is another example of this working with the success of trainer Cody Rigsby.

Get Competitive

In the same vein of accessing your fun side, consider a bit of friendly, lighthearted competition. Crossfit gyms have this element built into their model. Consider adding some competitive activities into your programming, which will encourage teamwork and cheering one another on. Relay races would also be a great way to incorporate good-natured competition.

Those who are motivated by a leaderboard or prizes might enjoy working toward the prospect of winning a class pack, some fitness gear, or another type of healthy prize. Maybe the prize itself is silly, which could tie back into the inner child theme.

Theme Your Workouts

Like the music concept, try leaning into color, clothing, and decor. Your class could be a theme party, but for a workout. Examples include eras (the 2000s, the 90s), fandoms (Harry Potter, Disney, Star Wars, or a recently released movie), recently released TV series (Bridgerton, Stranger Things), and holidays (4th of July, winter holidays like Christmas and Hanukkah, Halloween). Find the themes that work for your club and your community, and make it a Delightful Distraction.

Treat Your Community

Partner with a local food vendor or restaurant to have a treat at the end of certain classes or workouts (healthy or indulgent!) — this serves as a great cross-promotional opportunity with another local business, while providing a Delightful Distraction for club members and clients.

Depending on the nature of your community, you could take it a step further and organize a weekly post-workout brunch with a restaurant partner or another local business.

What Will Your Delightful Distraction Look Like?

The exciting part about all of the ideas mentioned above is just how easy and accessible it is for any gym, club, or trainer to incorporate this concept into their already existing programming. This playful levity not only provides a bit of much needed escapism from the strife of today’s news cycle (not to mention the challenges in anyone’s personal life), but is fun and engaging no matter what the current circumstances may be.

We’re looking forward to seeing how you inject more fun, play, and joy into your offerings. Send us an email with your own Delightful Distraction.

Industry Happenings:

Upcoming Events:

1. Atlanta MANIA® Fitness Pro Convention, July 19-21, 2024, Atlanta, Georgia
2. Perform Better 3-Day Functional Training Summit, August 1-3, 2024, Los Angeles, California
3. canfitpro Global Conference & Trade Show, August 7-10, 2024, Toronto, Canada
4. The Fit Expo, August 17-18, 2024, Anaheim, California
5. Dallas MANIA® Fitness Pro Convention, August 23-25, 2024, Dallas, Texas
6. Annual Wellness Summit, August 26-29, 2024, Chicago, Illinois

—-------------------------------------------------------------------------------------

Upcoming Workshops in July & August:

1. 20+ workshops from Peak Pilates
2. 20+ workshops from Spinning®
3. 20+ workshops from TRX®
4. 7 workshops from Oxygen Advantage
5. 5 workshops from U-Jam
6. 1 workshop from SoulBody Fitness
7. 1 workshop from Gray Institute
8. 1 workshop from Mike Boyle's CFSC
9. 1 workshop from SparkPro
10. 1 workshop from Strive Life Fitness

—------------------------------------------------

Industry News:

• New study finds that nearly 1.8 billion people did not meet the recommended levels of physical activity in 2022.
• SoulCycle hosted its inaugural Wellness Weekend pairing their indoor cycling workout with next-gen recovery experiences.
• Nike and Hyperice have teamed up to create wearable technology to help athletes perform at their best.
• Dozens of health and wellness companies are joining together to end chronic disease by incentivizing root cause medicine.
• Talkspace and FitOn team up to promote mental fitness and launch first-ever mental health education sessions in-app.

—----------------------------------------------------

Thanks for Reading!

This newsletter was brought to you by Kathie Davis, Peter Davis, Ravi Sharma, Dominique Astorino, and the Inspire360 team.

—----------------------------------------------------

A Note from Peter & Kathie

The industry is changing rapidly and we are here to help you sift through all the noise and get to the good stuff. Every month, we'll bring you trending topics and the inside scoop that we believe is paramount for fitness professionals to know.

‍

Keep Inspiring,

Peter & Kathie Davis

‍

Want to get this delivered straight to your inbox? Sign up to receive the Inspire360 Global Fitness Newsletter here.

As days stretch on toward the Summer Solstice this month (in the Northern Hemisphere!), it can be harder to regulate our circadian rhythms when the sun beckons us outdoors for longer. And though it’s an inherently seasonless topic, the seasonal shift in daylight hours brings sleep hygiene to the forefront of our minds. How can we prioritize sleep (for ourselves and our clients), and what tools and protocols are available to us?

Sleep is the foundation of health — and this probably isn’t the first time you’ve heard those words (the sentiment is echoed across journals, mental health, and medical health publications). There’s a strong likelihood you’ve even emphasized this to your clients and communities yourself.

Virtually every aspect of health improves with healthy sleep (and the inverse is true as well, obviously): brain function, mood and mental health, cardiovascular and metabolic health, and immune function, to name a few. It also reduces injury and accident risk. The same can be said for physical performance, exercise, and better dietary choices; good sleep is positively correlated with weight loss and weight management. And the even better news is that these things can snowball into better results — better sleep leads to better workouts; better workouts can lead to better sleep.

But why do so many people struggle with getting good sleep? According to the Institute of Medicine (US) Committee on Sleep Medicine and Research, “50 to 70 million Americans chronically suffer from a disorder of sleep and wakefulness.” The CDC reported in 2022 that about 70 million Americans are chronically sleep-deprived.

One common root cause? The conventional nine-to-five workweek structure contrasted against socially active weekends (ie, varying sleep and wake times). Sleep specialist Dr. Raj Dasgupta, a clinical associate professor of medicine at the University of Southern California’s Keck School of Medicine, told CNN that with a varied weekday versus weekend schedule, “it’s like you’re living in a state of jet lag during the work week,” and that this can lead to insomnia and a disrupted circadian rhythm.

But impacted sleep can arise from a variety of factors: structural and physiological (apnea, for example), environmental (room temperature, light, etc), and habitual (altered sleep and wake times, alcohol or caffeine consumption, exercise habits).

Poor sleep is a common, pervasive issue facing a huge swath of the population — so where do we fit into the solution? To be clear: there’s no easy fix for sleep issues (and if there were, this wouldn’t be an ongoing topic). But there are many tools and protocols available for us to look into — and implement — in our clubs and practices. Here are some highlights we’ve found that you’ll want to know about.

How to Solve Sleep Deprivation & Support Sleep Hygiene

With many underlying causes, there can be many possible solutions. Let’s review.

Sleep Tracking Devices

The first step in sorting out your sleep health is taking inventory. One of the most beloved tools in sleep tracking is the Finnish device, Oura Ring. It uses a sleep algorithm rooted in biometrics like movement, body temperature, heart rate and HRV, oxygen levels, and respiration rate to give you a sleep score and target problems that may be impacting your sleep. It also offers suggested bedtimes based on your tracking to optimize when you nod off each night. The activity tracker (for fitness and movement) also plays a role in its recommendations. The Whoop strap, Apple Watch, and certain Fitbit and Garmin devices also function as sleep trackers.

Mattress Technology

Smart mattresses have made serious improvements in recent years. If physical barriers are preventing sound sleep (temperature, elevation, etc), Eight Sleep might be able to help. The Pod 3 mattress cover uses water to cool or heat the mattress based on optimal body temperature. Their latest innovation (Pod 4 Ultra) also combines a base that can adjust your sleep incline to reduce snoring. The Sleep Number i8 smart bed adjusts firmness based on your movement, thermoregulates, and also delivers a sleep score to your phone.

Huberman Protocol

Popular podcaster and associate professor of neurobiology and ophthalmology at Stanford, Andrew Huberman, shares a 12-step protocol for sleep hygiene that comprises numerous medically recommended tips for a healthy circadian rhythm and sleep schedule. Get the full summary on his site here, but in brief:

• Get sunlight within 30-60 minutes of waking
• Keep a consistent wake schedule; go to bed when you’re sleepy
• Avoid caffeine 8-10 hours before bedtime (10pm bedtime = 12pm caffeine cut-off)
• Try the Reveri app for sleep hypnosis
• Avoid bright light between 10pm and 4am
• Limit naps or don’t nap at all
• Try NSDR protocol for night-waking
• Consider certain sleep supplements, like magnesium
• Expect alertness 1 hour before bedtime
• Keep your room cool and dark
• Avoid alcohol and sleep medications if you can
• Adjust your protocol over time depending on your needs

Brecka Protocol (10-3-2-1-0 Rule)

Gary Brecka’s protocol echoes many of the tips from the Huberman protocol (and many sleep protocols across the board). He also emphasizes not working from bed, so as to psychologically designate the bed as a place for rest and rejuvenation.

• 10 hours before bed: stop consuming caffeine
• 3 hours before bed: stop eating and drinking (specifically alcohol)
• 2 hours before bed: stop working
• 1 hour before bed: stop screen time; shut off phone, TV, computer
• 0: the number of times you hit the snooze button

Unlearn the “Sleepless Elite” Mindset

Similar to the other coaches and experts, Certified Sleep Science Coach Chris Brantner suggests unplugging, avoiding caffeine and alcohol, and regulating work hours — but he raises an excellent point when it comes to your mindset around sleep.

“Many high-powered types—CEOs, entrepreneurs—claim to thrive on five or fewer hours a night,” he writes. But “the idea of a ‘sleepless elite’ is bogus … In fact, very few people can get by on short sleep.” Citing one of the world’s leading sleep experts, Dr. Matthew Walker, a neuroscientist at the University of California, Berkeley, shares that “Less than 1 percent of the population can survive on six hours or less. In fact, recent research out of Penn State University’s behavioral health department suggests eight hours may not be enough.”

Some of your clients may live by the idea that getting by on little sleep gives you a badge of honor — this is where you can help.

Some facts you can borrow for your next chat with any clients skimping on sleep time: "Quality sleep plays a crucial role in maintaining optimal mental health and well-being,” says Ana Marie from Sleep Me. “During sleep, the brain processes and consolidates information, helping to improve memory, learning, and emotional regulation. Lack of sufficient sleep can lead to a range of mental health issues, including anxiety, depression, irritability, and difficulty concentrating. Studies have shown that individuals who experience chronic sleep deprivation are more likely to develop mental health disorders. Therefore, prioritizing adequate sleep is essential for maintaining a healthy mind and body."

How Will You Incorporate Sleep Health?

We’re excited to see how sleep will continue to play a role in your clubs and practices. It can be anything from conversations in your day-to-day coaching, all the way through to luxury-tier packages, like Equinox’s new $40,000 membership aimed at longevity.

Optimize by Equinox is a personalized, tailored-to-you bespoke health program comprising nutrition, massage therapy, personal training, and — you guessed it — sleep coaching. Their partnership with Function Health will allow them to test members of this top-shelf program for 100 different biomarkers in addition to Equinox’s own tests (like VO2 max, strength tests, mobility, and movement). A plan is derived from the test results, and executed by the nutritionist, trainer, massage therapist, and sleep coach.

While your clients might not be the right fit for a full state-of-the-art longevity program, they may benefit from some education around supplements and sleep-supportive micronutrients — or an evening Yin Yoga or Yoga Nidra class offering at your club that could help prepare members of your club for sleep after a stressful day. Let us know how you’ll incorporate sleep health into your practice! Send us an email to share your club’s story, and your plans to help your community get some shut eye.

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Industry Happenings:

Upcoming Events:

‍

1. Atlanta MANIA® Fitness Pro Convention, July 19-21, 2024, Atlanta, Georgia
2. Perform Better 3-Day Functional Training Summit, August 1-3, 2024, Los Angeles, California
3. canfitpro Global Conference & Trade Show, August 7-10, 2024, Toronto, Canada
4. The Fit Expo, August 17-18, 2024, Anaheim, California
5. Dallas MANIA® Fitness Pro Convention, August 23-25, 2024, Dallas, Texas
6. Annual Wellness Summit, August 26-29, 2024, Chicago, Illinois

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Upcoming Workshops in June and July:

1. 20+ workshops from Peak Pilates
2. 20+ workshops from Spinning®
3. 8 workshops from TRX®
4. 7 workshops from Oxygen Advantage
5. 5 workshops from U-Jam
6. 4 workshops from Mike Boyle's CFSC
7. 2 workshops from Gray Institute
8. 1 workshop from SoulBody Fitness
9. 1 workshop from SparkPro
10. 1 workshop from StriveLife

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Industry News:

• Eight Sleep Appoints Dr. Andrew Huberman, Dr. Matthew Walker, and Dr. Peter Attia to Its Scientific Advisory Board.
• Total U.K. gym memberships are at 10.7 million, up 4% from 2021.
• Hyatt and Peloton have partnered to reward loyalty members for wellbeing.
• Alo Moves created an immersive experience with a new set of mixed-reality, volumetric 3D classes.
• 24 Hour Fitness and SH1FT announce two new fitness programs.
• Hydrow and PBS have teamed up to create a docuseries starring Shailene Woodley, Martha Stewart, and more.
• WHOOP announced their global partnership with Cristiano Ronaldo.

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Thanks for Reading!

This newsletter was brought to you by Kathie Davis, Peter Davis, Ravi Sharma, Dominique Astorino, and the Inspire360 team.

—----------------------------------------------------

A Note from Peter & Kathie

The industry is changing rapidly and we are here to help you sift through all the noise and get to the good stuff. Every month, we'll bring you trending topics and the inside scoop that we believe is paramount for fitness professionals to know.

‍

Keep Inspiring,

Peter & Kathie Davis

‍

Want to get this delivered straight to your inbox? Sign up to receive the Inspire360 Global Fitness Newsletter here.

In January, we reported at length how Millennials and Gen Z are working out to boost their mental well-being — but anyone at any age can reap the clear benefits of movement on our overall mental and physical health. This is a particularly important topic given the rise of mental health challenges that doesn’t seem to be slowing down.

While 50% of adults will experience a mental illness episode at some point in their lives, 100% of us are navigating stress and challenges that put a strain on our mental health at any given point.

In honor of May being Mental Health Awareness Month, in this issue we're reviewing a “state of the union” when it comes to mental wellness and fitness, going into different facets of healthy living and how they play a role in mental health, and then will provide you with ways you can help be part of a global solution.

Mental Well-Being and Fitness: State of the Union

More awareness around mental health has put a spotlight on fitness and healthy living. According to a Mintel study, 78% of people are now exercising primarily for their mental/emotional well-being. 94% of personal training clients talk to their trainer about nutrition, stress, sleep, and injury. And 89% of peer-reviewed research found a positive, statistically significant relationship between exercise/physical activity and mental health.

Some fast facts on mental health in America right now:

• 57.8 million adults live with some form of mental illness
• Nearly 20% of adults have had an anxiety disorder event within the last year
• In 2021, 21 million adults reported having at least one episode of major depression
• Nearly 70% of kids 12 to 17 said they experienced a major depressive episode during the first year of the pandemic

Fitness is a substantial, evidence-based solution that can help with this. All of this. We can be a part of the solution to the mental health epidemic. The stage is set. The evidence is there. What we do as an industry can have a significant impact on the lives of virtually every person who sets foot through our doors.

Importance of Exercise for Mental Well-being

About 60% of individuals struggling with mental illness get no treatment — this makes exercise even more important. Due to logistical and financial hurdles, mental healthcare options like therapy and psychiatry can be inaccessible, and cultural stigma continues to linger. Physical movement doesn’t tend to have the same barriers to entry. Movement as simple as walking can help with mental wellness challenges — 34 out of 39 studies on walking and depression showed significant positive associations.

There’s an exceptional body of research proving that physical fitness benefits mental health — in various types of exercises and protocols. A recent meta-analysis of 1,444 studies showed that 89% of all published peer-reviewed research on the subject between 1990 and 2022 found a positive, statistically significant relationship between exercise/physical activity and mental health. From low impact, low intensity activities like walking and yoga to more rigorous cardio-aerobic fitness and resistance exercises, research has shown again and again that these types of movement have a significant clinical impact.

Nutrition, Connection, and Mindfulness

Beyond fitness, there are other crucial facets of a healthy lifestyle that play a role in mental well-being — and these are facets we can help with as fitness professionals.

The three primary categories are nutrition, connection, and mindfulness.

Nutrition is an incredibly nuanced subject, and diets are far from universally prescriptive. With that in mind, most Americans aren’t eating well, nor are they drinking enough water — both of which can have negative mental health implications. In general, what you eat affects your mind. Given that 90% of Americans aren’t eating enough produce every day, the bar is low — and we can help.

And when it comes to social connection? Perhaps the most famously cited study is the 100-year Harvard study on happiness, which concluded that human connection and relationships were tantamount to healthy aging, a long life, and better mental wellbeing.

What this means for us: your facility isn’t just a place for clients to build muscle — it’s a place to build relationships. Fostering community within your client base can play a pivotal role in their overall well-being and mental health.

It probably comes as no surprise that mindfulness also plays a huge role in improved mental health. An empirical study review from 2011 reported that “Mindfulness brings about various positive psychological effects, including increased subjective well-being, reduced psychological symptoms and emotional reactivity, and improved behavioral regulation.”

And the Cambridge University Press reported in 2020, via the International Journal of Psychological Medicine, that “Systematic reviews of [mindfulness and meditation] practices have shown improvements in measures of anxiety, depression and pain scores.”

This Groundbreaking Certification is Helping to Solve the Problem

With so many individuals coming to the facility with their mental health as the focus, it only makes sense that we as coaches and trainers should have mental health in focus as well.

That’s exactly what industry-leaders Victor and Lynne Brick set out to do. Seeing the need for mental health and well-being support, and with a desire to be a part of the solution to this crisis, they created the Mental Wellbeing Association (an initiative of their not-for-profit foundation, the John W. Brick Mental Health Foundation).

This is the world's first mental well-being certification, specifically designed for fitness professionals, grounded in evidence-based research, self-care practices, and a psychological perspective on exercise, nutrition, connection and mindfulness.

With experts from both fields — mental health and fitness — the Mental Wellbeing Association now offers an online, 20-hour groundbreaking Mental Wellbeing Certification for Fitness Professionals. The certification explores effective coaching practices for nurturing client relationships, defining the role of fitness professionals in managing mental well-being concerns, and explaining the protocols for appropriate referrals.

"We started the Mental Wellbeing Association, a not-for-profit initiative of the John W. Brick Foundation, to be at the forefront of the mental well-being renaissance that is underway today," said Victor and Lynne Brick. "We've spent over 35 years working in the fitness industry and have seen first-hand the need for a certification to give fitness professionals the education and tools to integrate mental well-being practices into the lives of their clients, members, staff, and themselves. With the launch of the Mental Well-Being Certification for Fitness Professionals, a positive shift is underway for the future of mental well-being and fitness.”

This comprehensive, self-paced program encompasses self care practices, exercise, nutrition, connection, and mindfulness — all from a psychological perspective. In 20 hours, you can take your business to the next level.

The call to action is obvious, in our humble opinion. There’s a real problem and a clear pathway toward a solution. We all have the power to effect change in the fitness industry and beyond, which is a unique privilege and responsibility. And with that, the future looks brighter than ever.

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Industry Happenings:

Upcoming Events:

‍

1. Sibec Americas, May 19-22, 2024, Pasadena, California
2. Perform Better Functional Training Summit, May 30-June 1, 2024, Orlando, Florida
3. Miami Fit Expo, June 1, 2024, Miami, Florida
4. The Health and Well-Being Coaching Conference, June 7-9, 2024, San Diego, California
5. Beyond Activ World, June 11-13, 2024, Raffles City, Singapore
6. Atlanta MANIA® Fitness Pro Convention, July 19-21, 2024, Atlanta, Georgia

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Upcoming Workshops in May and June:

1. 20+ workshops from Peak Pilates
2. 20+ workshops from Spinning®
3. 16 workshops from TRX®
4. 14 workshops from Mike Boyle's CFSC
5. 12 workshops from Oxygen Advantage
6. 4 workshops from FMT
7. 4 workshops from U-Jam
8. 3 workshops from Stick Mobility
9. 1 workshop from SoulBody Fitness
10. 1 workshop from StriveLife

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Industry News:

• Longtime health and fitness executive Cedric X. Bryant, Ph.D., FACSM, was announced as the new CEO of The American Council on Exercise (ACE).
• Garmin reported a 40% increase in revenue in its fitness category during Q1 of 2024.
• Equinox launches $40,000 membership to help you live longer.
• F45 launched FS8, a Pilates-Yoga hybrid as they expand globally.
• Life Time opens New York City's largest indoor pickleball destination.
• Peloton reveals its spring wellness trends.
• The Congressional Physical Activity Challenge, organized by the Physical Activity Alliance (PAA) and Myzone is underway.

—----------------------------------------------------

Thanks for Reading!

This newsletter was brought to you by Kathie Davis, Peter Davis, Ravi Sharma, Dominique Astorino, and the Inspire360 team.

—----------------------------------------------------

A Note from Peter & Kathie

The industry is changing rapidly and we are here to help you sift through all the noise and get to the good stuff. Every month, we'll bring you trending topics and the inside scoop that we believe is paramount for fitness professionals to know.

‍

Keep Inspiring,

Peter & Kathie Davis

‍

Want to get this delivered straight to your inbox? Sign up to receive the Inspire360 Global Fitness Newsletter here.

Unless you haven’t had any internet access for the past year, you've likely noticed the massive uptick in Ozempic’s popularity — in headlines, on social media, and in the fitness community and culture. This is particularly true in the United States.

At first glance, this could seem like an antidote to the obesity epidemic facing the United States. Medications like Ozempic (a class of drugs called GLP-1) can aid in managing diabetes and also offer significant benefits in weight-loss.

However, as with any medication, there are risks and dangers associated — even deadly dangers. For instance, a new study shows Ozempic or Wegovy users undergoing GI procedures like endoscopies face a 33% higher risk of aspiration pneumonia, a condition where food or liquids get inhaled into the lungs, potentially leading to death. Some other commonly reported side effects have been loss of muscle mass, abdominal pain, vomiting, diarrhea, and depression.

Problems can be compounded if pharmaceuticals are used outside of medical necessity (i.e., for vanity purposes, or as a shortcut in lieu of traditional weight management like lifestyle modifications and healthy habits). While some individuals have legitimate medical needs for these types of pharmacological interventions, others are looking for a shortcut in place of diet and exercise.

With the rising demand for weight-loss medication, there's a risk of overlooking individual variations in response to such medications, leading to overprescription and adverse effects. Misuse and overprescription can also cause problems for individuals who need the drug to manage type 2 diabetes, thanks to global shortages.

Regardless of the risks, millions of people are still getting prescriptions for Ozempic and similar weight-loss medications. “JPMorgan researchers estimate that 30 million people may be taking GLP-1 drugs by 2030,” reports CNN — around 9% of American adults. Given that over 10% of the American population has been diagnosed with type 2 diabetes, and roughly 42% of the population is estimated to be obese, there could be some fundamental benefits to this type of pharmacological intervention.

Gyms are also getting in on the trend, with Life Time acquiring weight loss clinics with doctors who can prescribe weight loss drugs, according to CNN. WeightWatchers now has a membership plan with access to doctors who can prescribe GLP-1 drugs. And Equinox is designing exercise programs specifically for people taking the medications. The apps FitOn and obé have developed programs to combat muscle loss.

In the case of Equinox, a coach recently told People that some of the thinking behind this new program is that exercise is a fundamental complement to the drug, saying “Weight loss interventions should always be done with a training program to get the best results." The magazine reports that “Part of the plan is creating targeted conditioning programs to combat adverse side effects, like losing too much muscle mass.”

This part is crucial: If these drugs are prescribed in conjunction with a prescriptive exercise regimen, the fitness industry stands to benefit, and the individuals stand to benefit well beyond their pharmaceutical experience. Fitt Insider reported that “With 42% of GLP-1 users upping activity levels, the industry stands to benefit. An on-ramp to exercise, gyms could welcome entirely new clientele.”

Perhaps GLP-1 drugs could be a catalyst to get more individuals interested in fitness; the jumping-off point that helps create an overall lifestyle change. The opportunity for clubs lies in the ability to connect with new clients, build new relationships, and provide education about the benefits of an overall healthy lifestyle. This will also be the key to maintaining the loss achieved with the help of medication.

When Ravi Sharma, VP of Partnerships at Inspire360, posed the question "What impact will GLP-1 have on health clubs?," Oliver Patrick, co-founder of Future Practice, had an optimistic lens on this trend, calling it “the opportunity of a lifetime” for health clubs.

He writes “The health club industry must see these intelligent — and effective — weight loss medications as the best client acquisition tool in a generation,” he says. “The GLP-1 rise has given opportunity to a mass debate on the topic of generic weight loss versus body fat loss, with unequivocal data showing lean tissue will be lost as a part of any GLP-1 induced weight reduction.”

That point in particular is crucial to emphasize: “This discussion over body composition, above and beyond simple mass loss, places consumers firmly at the door of resistance training facilities.” In other words, your door.

“Health clubs must be quick to grasp the opportunities this loss of lean tissue presents; some have already made intelligent moves,” Patrick adds. “Whilst GLP-1 faces scarcity issues, its price and market remain more of a premium offering. Considering this premium placement, some top-tier operators are right to embed GLP-1 prescribing medical practices into their spaces and control the weight management journey A-Z.”

But it won’t be a premium-tier offering forever, he points out: “As GLP-1 prices drop, and the product democratizes, we should expect all tiers of facilities to aggressively communicate about the holistic benefits of retained muscle mass to new audiences,” Patrick says. “A rising discussion on lean tissue and longevity, disease mitigation, avoidance of frailty, and more must be driven by the fitness community.” This is where the GLP-1 acts more as a catalyst versus the end-all, be-all.

“We must make our own market,” advises Patrick. “Beyond marketing, gyms must embed consistent body composition measurements, to prove effectiveness beyond inactive weight loss. Two clients losing 20 pounds can only be distinguished if we know which tissues have been lost and which remains. Health clubs can seize an invigorated global weight loss audience if they market with new messaging, create technical capability to receive new audiences, create assessments to evaluate success, and are brave enough to align with a product many will initially deem to be a competitor. GLP-1 and its cheaper derivatives will win weight loss, we must get on the train or run the risk of being left behind in the weight management space.”

As you can see, there are significant risks that come with taking GLP-1's, but with its growing popularity, there are also opportunities for you to work with this trend to help both your clients and your business if you choose to.

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Industry Happenings:

Upcoming Events:

1. FitnessFest, April 25-28, 2024, Phoenix, Arizona
2. Florida Mania®, May 3-5, 2024, Orlando, Florida
3. Sibec Americas, May 19-22, 2024, Pasadena, California
4. Perform Better Functional Training Summit, May 30-June 1, 2024, Orlando, Florida
5. Miami Fit Expo, June 1, 2024, Miami, Florida
6. The Health and Well-Being Coaching Conference, June 7-9, 2024, San Diego, California
7. Beyond Activ World, June 11-13, 2024, Raffles City, Singapore

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Upcoming Workshops in April:

1. 20+ workshops from Peak Pilates
2. 15 workshops from TRX®
3. 11 workshops from Spinning®
4. 6 workshops from Oxygen Advantage
5. 3 workshops from Mike Boyle's CFSC
6. 3 workshops from U-Jam
7. 2 workshops from FMT
8. 2 workshops from SoulBody Fitness
9. 1 workshop from Stick Mobility (May Workshop)
10. 1 workshop from Tigertail

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Industry News:

• IHRSA changes its name to the Health & Fitness Association.
• TRX opened a functional fitness gym in South Florida HQ.
• The recent Private Sector Benchmarking report revealed that private fitness operators have seen 10.2% growth in memberships since 2022.
• Aescape is set to launch 10 AI-powered massage tables at Equinox locations in New York City this spring.
• MZ-Open allows gym members to access the Myzone ecosystem from their Apple or Android smartwatch.
• WHOOP is now the official wearable of barre3.
• EGYM has acquired Hussle, a leading player in the UK’s corporate fitness market.
• Technogym launches Checkup, an assessment station with AI personalization.

—----------------------------------------------------

Thanks for Reading!

This newsletter was brought to you by Kathie Davis, Peter Davis, Ravi Sharma, Dominique Astorino, and the Inspire360 team.

—----------------------------------------------------

A Note from Peter & Kathie

The industry is changing rapidly and we are here to help you sift through all the noise and get to the good stuff. Every month, we'll bring you trending topics and the inside scoop that we believe is paramount for fitness professionals to know.

‍

Keep Inspiring,

Peter & Kathie Davis

‍

Want to get this delivered straight to your inbox? Sign up to receive the Inspire360 Global Fitness Newsletter here.

Trends are becoming more and more practical across the board. For the past several years, sneakers have taken the place of dressier shoes (even taking the place of high heels for women), calling for comfort and practicality. And consider the “clean” makeup trends that call for a more minimal look versus a done-up full face.

The same goes for fitness. One of the more practical, no frills trends that’s caught our attention has been functional fitness — a type of exercise that continues to surge as a dominant trend in 2024. A global consumer trends report out of Europe says that consumers are looking for “optimal health without hassles,” in 2024 and refers to the wellness consumer these days as “Wellness Pragmatists.”

“Proven efficacy should be a priority,” the report says. And that’s exactly what functional fitness brings to the table. With its focus on practical movements mimicking daily activities, this holistic approach not only builds strength and endurance, but also enhances overall health, making it a “trend” with exceptional staying power.

What Is Functional Fitness?

First, a brief review of the concept of functional fitness.

Functional fitness — sometimes called functional training — is an approach to exercise that focuses on preparing the body for activities performed in daily life. As such, it emphasizes movements that mimic real-life actions. Think: bending, lifting, pushing, and pulling.

The goal is to improve overall strength, flexibility, coordination, balance, and endurance, ultimately enhancing one's ability to perform everyday tasks safely and efficiently. As such, it’s an incredible option for every type of body and age range, but especially for older adults aiming to mitigate the effects of sarcopenia (age related muscle loss).

It’s not just for the older crowd, though. Functional fitness has taken on popularity across all demographics. Let’s take a deeper look.

Functional Training is Trending Upward

The popularity of F45, CrossFit, OrangeTheory, and TRX have proven that functional fitness can touch on multiple demographics in different regions globally. Part of that could be due to functional training being a particularly empowering type of exercise — the effects are felt in multiple areas of an individual’s everyday life, providing confidence in unexpected ways.

The Australian Institute of Fitness reported that functional training was trending upward at the end of last year — it’s something that improves the performance of athletes, benefits an aging population, rehabilitates injured individuals, and can strengthen any person at any age, regardless of their fitness goals.

And given that healthy aging is trending in general, there’s an emphasis on ‘getting ahead of it.’ Younger populations are considering the latent effects of habits they form now. Consider the topic of one of our recent newsletters: the popularity of Blue Zones. They’re particularly en vogue because they zone in on (no pun intended) habits that contribute to a longer life. Then you’ve got the popularity of goop, and Gwenyth Paltrow’s (somewhat) recent assessment of her biological age.

The biggest data, however, comes from McKinsey & Company’s report: The trends defining the $1.8 trillion global wellness market in 2024. On that list? “Demand for products and services that support healthy aging and longevity.”

The report finds that this trend has been “propelled by a shift toward preventive medicine, the growth of health technology (such as telemedicine and digital-health monitoring), and advances in research on anti-aging products,” and that “70 percent of consumers in the United Kingdom and the United States and 85 percent in China indicated that they have purchased more in this category in the past year than in prior years.”

Functional fitness plays a major role in preventative wellness and medicine — the tie-in to the global wellness trend makes perfect sense. And as Fortune recently reported, “longevity has longevity.” (i.e., they’re endorsing this as a long-term trend as well). “The growing interest in longevity will continue, both those willing to try expensive, experimental treatments aimed at living longer and others who recognize they can play a role in aging through simple things like diet, exercise, sleep, and stress reduction.”

Introducing Your Community to the Power of Functional Fitness

You don’t have to have a dedicated functional training gym in order to incorporate these powerful principles into your programming. In fact, these can be woven into personal training, group fitness classes, and a variety of other offerings at your club or wellness center.

McKinsey & Company recommends a “holistic approach to healthy-aging solutions, which includes considerations about mental health and social factors.” When it comes to communication, education is important. Emphasis on how this type of training helps play a role in preventative medicine, healthy aging, injury prevention, and even mental health (not to mention confidence) is crucial. They also recommend using the word longevity in lieu of aging.

Between the timeless health benefits and the collective desire for practical, effective, balanced approaches toward a longer, healthier life, there’s no reason to skip out on this ‘trend’ (if you can call it that). So tell us: how are you bringing functional fitness to your communities? We’re excited to see how you develop this concept in the coming months.

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Industry Happenings:

Upcoming Events:

1. PerformX Live, March 21-22, 2024, Tobacco Dock, London
2. California Mania®, March 22-24, 2024, San Francisco, California
3. FIBO Global Fitness, April 11-14, 2024, Cologne, Germany
4. FitnessFest, April 25-28, 2024, Phoenix, Arizona
5. Florida Mania®, May 3-5, 2024, Orlando, Florida
6. Sibec Americas, May 19-22, 2024, Pasadena, California
7. Perform Better Functional Training Summit, May 30-June 1, 2024, Orlando, Florida
8. Miami Fit Expo, June 1, 2024, Miami, Florida
9. The Health and Well-Being Coaching Conference, June 7-9, 2024, San Diego, California
10. Beyond Activ World, June 11-13, 2024, Raffles City, Singapore

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Upcoming Workshops in March:

1. 20+ workshops from Peak Pilates
2. 6 workshops from Spinning®
3. 4 workshops from TRX®
4. 4 workshops from Mike Boyle's CFSC
5. 4 workshops from Oxygen Advantage
6. 3 workshops from Gray Institute
7. 1 workshop from SoulBody Fitness
8. 1 workshop from U-Jam

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Industry News:

• ACE and YogaRenew have joined forces to offer a 200-Hour Yoga Teacher Training & Certification.
• Precor launched a new functional strength training line powered by BeaverFit.
• Zumba announced the launch of their first-ever consumer app.
• Precision Nutrition and Change Maker Academy completed a massive industry-wide survey revealing the 5 personality characteristics linked to success in the health and fitness industry.
• Lynne and Victor Brick spoke about the launch of their mental well-being certification for fitness professionals on the Wellness Paradox Podcast.
• A new study found that dancing has profound mental health benefits.
• Planet Fitness is planning to open 300 locations in Spain.
• Aktiv Solutions and Freemotion Fitness have forged a strategic alliance.

—-------------------------------------------------------------------------------------

Thanks for Reading!

This newsletter was brought to you by Kathie Davis, Peter Davis, Ravi Sharma, Dominique Astorino, and the Inspire360 team.

—-------------------------------------------------------------------------------------

A Note from Peter & Kathie

The industry is changing rapidly and we are here to help you sift through all the noise and get to the good stuff. Every month, we'll bring you trending topics and the inside scoop that we believe is paramount for fitness professionals to know.

‍

Keep Inspiring,

Peter & Kathie Davis

‍

Want to get this delivered straight to your inbox? Sign up to receive the Inspire360 Global Fitness Newsletter here.

We’ve talked in previous months about the importance of engaging and catering to your senior and 60-plus communities, but there’s a statistic that has recently brought something new and exciting to the spotlight: Millennials and Gen Z now make up 80% of health club members.

Those considered Millennials were born between 1981 and 1996 (ages 27 to 42 in 2023), while Gen Z were born between 1997 and 2012 (ages 11 to 26 in 2023).

This demographic in particular has a different mindset when it comes to health and wellness, and they certainly have a different approach to working out — and fitness in general — than generations past.

What does this mean for the industry? And what can we, as clubs and fitness professionals, change based on this information?

New Age Group, New Mindset

The younger members of your club aren’t necessarily chasing weight loss… they may be seeking dopamine instead.

Millennials are referred to as the most health conscious generation, even “the wellness generation.” They’ve also laid the groundwork for mental health prioritization, breaking down taboos and stigmas so that Gen Z can take that work to the next level. In fact, Gen Z is specifically working out to enhance their mental health. While previous generations have prioritized the physicality of exercise, happiness is taking the forefront with the younger demographic.

This mindset shift applies to other aspects of health and fitness. In the past, exercise could be viewed as a punishment, a chore, or a way to “earn” your calories. Fitness has been seen as grueling, and a method of “making up for” indulgences, meals, etc. This is not necessarily the healthiest of viewpoints.

Generation Active, as Les Mills is calling it, has said “no thank you” to this mindset, and sees exercise as a luxury, a social experience, and a way to seek endorphins and better mental health.

This is definitely something to keep in mind with programming and messaging! The disconnection from guilt and emphasis on the joy of movement may impact how you market your club offerings when it comes to the holiday season (no more “working off holiday weight”) or summertime (this demographic doesn’t love the term “bikini body” either).

Social Fitness is King

Speaking of viewing exercise as a social experience, Millennials have also piloted the transition from country clubs to social clubs, with many being focused on an integrated, hybrid fitness and social experience. The blend of coworking spaces, restaurants, gyms, and spas are very much in line with the Millennial ability to blur work and personal life (which is a topic for another newsletter). But the key takeaway is the emphasis on community and connection.

Forbes reported that “Gen Z and Millennials are changing the conversation around social clubs,” and seeking places to “work, play, work out, meet friends, relax and bring their families,” which is a significant shift from the golf-and-tennis clubs of years past.

This isn’t just applied to members-only social clubs: “Visits to boutique studios have grown by 121% over the past five years in the US alone,” reports Les Mills, who concludes that “today’s young people place significant value on the social aspects of exercise.”

The 40-and-under crowd also feels a strong social connection to particular instructors. “The quality of the instructor is the biggest single influence on how Generation Active chooses where to do group workouts,” adds Les Mills. In fact, 37% of respondents in this demographic have said that the instructor is their top reason for attending a class.

Digital Natives

As the first digital native generations, these age groups have an inherent expectation that their exercise will be “smart.” As Les Mills puts it, “this means a fully-integrated Live, Virtual, and at-Home solution that can truly take your club’s reach beyond the four walls and into every aspect of a member’s fitness journey.”

This applies to social media too. These groups are on TikTok, sharing videos from the gym and their boutique studios. The more aesthetic the environment, the more likely your members will be to share the club on their social media platforms.

Generational Habits

Something unexpected? This generation is walking more — a lot more. Low impact exercise exploded during the pandemic and it shows no signs of slowing down with this age group.

Silent, distraction-free walks aren’t anything new, but Gen Z in particular is taking to them as a way to disconnect from the overwhelming digital world they were born into… and as a substitute for other forms of cardio.

So while this generation is very much made up of digital natives and often have phones in their hands, they can also be a bit fried from the constant connection. Consider providing low impact “unplugged” classes, offering an hourlong digital detox and a means of quieting overloaded minds.

A Growing Demographic

Not all of Gen Z has made it to the gym yet — the youngest among them is only 11 years old, after all! But Planet Fitness shared that over 3 million teens signed up for their high schooler pass this past summer. Planet Fitness credits its welcoming environment for at least part of their success with younger people.

Greg Pfohl, Vice President of Operations at Retro Fitness, notes that the "pandemic shook things up. Retro Fitness observed a changing of the guard led by a younger crowd (think under 30's millennials and Gen-Z). Today, the older generations have been the slowest demographic to return post-COVID." He also notes that "these new fitness warriors work out harder, spend more and show up more than previous passive gym-goers." Regarding membership pricing, he says that "the price point of membership matters way less to younger people. The cheap membership fee drew passive memberships through the door, where today’s members look for equipment and offerings that justify the cost."

The opportunity for Gen Z membership will continue to grow over the next decade — a huge potential for your clubs!

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Industry Happenings:

Upcoming Events:

1. TheFITExpo, January 20-21, 2024, Los Angeles, California
2. Connected Health & Fitness Summit, February 7-8, 2024, Los Angeles, California
3. DC Mania®, February 23-25, 2024, Herndon, Virginia
4. IWF Shanghai Fitness Convention, February 29-March 2, 2024, Shanghai, China
5. SUCCEED!, February 29-March 4, 2024, Online
6. IHRSA, March 6-8, 2024, Los Angeles, California
7. California Mania®, March 22-24, 2024, San Francisco, California
   1. 20+ workshops from Peak Pilates
   2. 10 workshops from Spinning®
   3. 9 workshops from TRX®
   4. 4 workshops from FMT
   5. 2 workshops from Mike Boyle's CFSC
   6. 2 workshops from Oxygen Advantage
   7. 2 workshops from Peak Flow Breathwork
   8. 1 workshop from SoulBody Fitness
   9. 1 workshop from U-Jam
   
   
   • American College of Sports Medicine (ACSM) released their top trends of 2024 with wearable technology, fitness programs for older adults, and exercise for mental health, among others making the list.
   • Special Olympics and ACE (American Council on Exercise) have partnered to increase fitness education, training, and certification among people with intellectual and developmental disabilities (IDD) to lead inclusive fitness education in gyms or fitness centers.
   • IHRSA worked with the New Jersey legislature to reword a bill regulating gym membership cancellations.
   • The American College of Lifestyle Medicine (ACLM) today announced a commitment of more than $2 million to train and certify, at minimum, one physician in lifestyle medicine within each Federally Qualified Health Center and Community Health Center across the United States.
   • Athletech News came out with their "Fitness & Wellness Trends to Watch in 2024" report.
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Upcoming Workshops in January:

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Industry News:

—-------------------------------------------------------------------------------------

Thanks for Reading!

This newsletter was brought to you by Kathie Davis, Peter Davis, Ravi Sharma, Dominique Astorino, and the Inspire360 team.

—-------------------------------------------------------------------------------------

A Note from Peter & Kathie

The industry is changing rapidly and we are here to help you sift through all the noise and get to the good stuff. Every month, we'll bring you trending topics and the inside scoop that we believe is paramount for fitness professionals to know.

‍

Keep Inspiring,

Peter & Kathie Davis

‍

Want to get this delivered straight to your inbox? Sign up to receive the Inspire360 Global Fitness Newsletter here.

Breathe & Chill: Exploring the Hottest Trends in Cold Therapy and Breathwork for Ultimate Wellness

Winter usually has us seeking a cozy fireplace, an infrared sauna, or a heated chalet for some après-ski, out-of-the-snow recovery. But fitness and wellness enthusiasts the world over have made being cold the pinnacle of luxury wellness. It turns out that the hottest health trend is actually ice cold.

Celebrities and athletes have shared photos of their expensive cold plunge tubs at their homes. Cryotherapy continues to grow exponentially in the US, Europe, and Western Asia.

Why? It ties into our newsletter topic from last month: longevity. As the Washington Post reported, Harvard biologist and leading researcher of longevity David Sinclair’s “metabolic winter” hypothesis could explain why cold immersion supports long-term health. The theory posits that our metabolism was created to endure more extreme weather — being really cold or really hot. In a climate-controlled world, our body doesn’t go through the wringer, so to speak… but is that good for us? This is what Sinclair is studying. He proposes we are perhaps “too comfortable.”

As fitness professionals you already know that tearing down the muscle tissue allows for a rebuild and increased strength. Challenging the brain by learning new things strengthens neuroplasticity and creates sharper thinking. Causing tiny traumas to the skin can increase collagen production — the concept behind microneedling facial treatments.

Similarly, this idea of cold for longevity hypothesizes that (safe) traumas and challenges to the body can help it adapt, become stronger, and possibly even live longer.

Cold can also be an acute stressor that may assist in a training program, as well as an anti-inflammatory treatment that can help with recovery. Cold water or temperatures can shock the system — stimulating the sympathetic nervous system, or your "fight-or-flight." This type of stressor can trigger the release of cortisol, which can be energizing and perhaps power an individual through intensive training. The concept of ice baths for athletic recovery is nothing new. This method has been used for centuries.

Alongside the popularization of cold therapy comes the rise of breathwork in the mainstream wellness space. The Wim Hof method is perhaps the most popular blend of these two approaches to health and longevity. “There are three components of the Wim Hof method,” he says. “The breathing, the gradual cold exposure, and the commitment.” Though there’s not a ton of data to back up this specific method’s scientific credibility, it has done an excellent job of introducing these two wellness tools to the public’s toolbelt.

And there’s plenty of bonafide research proving breathwork’s efficacy on human health. Frontiers in Human Neuroscience published a review of “psychophysiological effects of both eastern and western slow breathing techniques,” and concluded that evidence supports:

• Better calming responses from the parasympathetic nervous system (the opposite of "fight-or-flight," sometimes called “rest and digest”)
• Improved emotional control
• Improved psychological well-being
• Better HRV (heart rate variability)

Cold therapy and breathwork — whether used together or separately — are easy to incorporate into your club’s repertoire. Whether it’s a breathwork class or a cold plunge area, these techniques can improve the health of your clientele and community. From improved training and better recovery to soreness relief and mental health support, there are plenty of benefits to be reaped.

In response to VP of Inspire360's, Ravi Sharma's, LinkedIn question asking about cold therapy and breathwork, breathing instructor and bestselling author, Patrick McKeown, responds by saying, “There’s a reason breath training is exploding in popularity. It empowers us to manage preventable health conditions, balances physical and mental states, and creates potent physical adaptations that give us sporting superpowers.”

In terms of the protocol and approach with clients, Exer Health co-founder and Chief Experience Officer Clint Gehde in Denver says, “Keep it simple. I like to start people with breathwork before [using the] sauna or ice,” he says. Ideally, a client (and trainer, obviously) will “Understand the foundations of breath and dial into the physiological response,” before they’re offered further tools involving intense temperature changes. “Build trust and confidence before throwing anyone into the fire or ice,” he adds. “There's always a reason or purpose for the person wanting to have these amazing tools.”

Gehde shared his personal protocol, as well. When going for a cold water submersion, try incorporating his breathwork approach:

1. Sympathetic breathing patterns at full submersion to meet the cold at that intense moment upon entry (heavy mouth breathing and fire exhalation)
2. Work into the parasympathetic framework, which may be a more simplistic version to help the person achieve this state [in through the nose, out through the mouth]... Then slow it all down to possibly full nasal [breathing].
3. Try and spend at least a third of the time within this state before full submersion and coming out.

“This is an easy protocol and can be accomplished at the individual level or in a club setting with multiple participants at a time,” adds Gehde. “Make it an enjoyable experience that presents solutions for your members. They will be back for more!”

McKeown offers a way to go even deeper into this practice: a breathwork-specific certification. “The Oxygen Advantage certification provides a safe, scientific, and well-regarded solution for those looking to offer breath training as part of their health, wellbeing, sports or performance business,” says McKeown, who emphasizes that this is important for all types of fitness and health professionals. “If you work in sports, as a yoga teacher, physiotherapist, fitness coach, medical doctor, occupational therapist, osteopath, speech therapist, psychotherapist, martial arts teacher, performing arts teacher, performance coach, or in any profession that involves unlocking potential — breath training certification is for you.”

“Our mission is to make the use of science-based breath techniques universal within a generation,” he adds, explaining that this program helps individuals “Become fitter and stronger; reduce breathlessness; relieve the symptoms of many common illnesses; increase exercise intensity with less effort; improve energy levels, concentration, and mental focus; and simulate high altitude training to improve aerobic and anaerobic capacity.”

Lindsey Trubia, CEO at PeakFlow in Encinitas, CA, posits that this is an exciting time for the industry. “The dialogue around delivering brand-specific, science-based breathwork and cold exposure classes has never been more vibrant,” she shares.

These brands, Trubia says, are increasingly investing in the “ongoing education of their trainers, with the focus on bringing breathwork and cold exposure to their communities, in a science-based, safe, and effective manner.”

“What's even more promising is the simultaneous implementation of train-the-trainer programs, which can lead to remarkable returns on investment,” Trubia adds. “This not only enhances community health and happiness but also positively impacts the brand's market value and financials. We are excited to support the industry with commercial ROI packages in partnership with the Nordic Wave.”

It’s clear that between these two modalities — intentional breathing and deliberate temperature change — we’re helping facilitate a better mind-body connection in an increasingly disconnected world. There’s a rich opportunity to learn and grow from these “trends” (for lack of a better word) and to impart something truly unique and powerful to our communities.

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Industry Happenings:

Upcoming Events:

‍

1. NSCA Coaches Conference, January 3-5, 2024, Orlando, Florida
2. YogaFit Mind Body Fitness Conference, January 3-7, 2024, Palm Springs, California
3. TheFITExpo, January 20-21, 2024, Los Angeles, California
4. Connected Health & Fitness Summit, February 7-8, 2024, Los Angeles, California
5. DC Mania®, February 23-25, 2024, Herndon, Virginia
6. IHRSA, March 6-8, 2024, Los Angeles, California

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Upcoming Workshops in December & January:

1. 20+ workshops from Peak Pilates
2. 15 workshops from Spinning®
3. 10 workshops from TRX®
4. 6 workshops from FMT
5. 2 workshops from CFSC
6. 2 workshops from Oxygen Advantage
7. 2 workshops from Peak Flow Breathwork
8. 2 workshops from SoulBody Fitness
9. 1 workshop from SparkPro
10. 1 workshop from StriveLife

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Industry News:

• The Mental Wellbeing Association just came out with its first certification on mental well-being for fitness professionals.
• Bay Club announced their acquisition of PRO Club Inc.
• Reebok partnered with manufacturing company Sakar to make tech and massage products, pickleball equipment, and more.
• A new report from the Global Wellness Institute (GWI) found that the wellness industry has grown more than 64% since 2013.
• Xponential Fitness partnered with Julianne Hough’s company, Kinrgy, to launch brick-and-mortar studio locations.
• Fitness entrepreneur Kayla Itsines and her co-founder bought back control of their app Sweat from iFIT.
• Escape Fitness partners with Hyperice and debuts dedicated recovery stations.

—-------------------------------------------------------------------------------------

Thanks for Reading!

This newsletter was brought to you by Kathie Davis, Peter Davis, Ravi Sharma, Dominique Astorino, and the Inspire360 team.

—-------------------------------------------------------------------------------------

A Note from Peter & Kathie

The industry is changing rapidly and we are here to help you sift through all the noise and get to the good stuff. Every month, we'll bring you trending topics and the inside scoop that we believe is paramount for fitness professionals to know.

‍

Keep Inspiring,

Peter & Kathie Davis

‍

Want to get this delivered straight to your inbox? Sign up to receive the Inspire360 Global Fitness Newsletter here.

Aging and Longevity in the Fitness Industry

Longevity, often synonymous with healthy aging, is the concept of prolonging your lifespan in a way that’s also more fulfilling. But it extends past the idea of simply living longer; it encompasses the maintenance of physical, mental, and emotional well-being as one grows older. How can we live healthier and happier, for longer? And what role does the fitness industry play in longevity? We’d posit that it’s quite a crucial role, but have we as an industry placed enough emphasis on it?

How is Longevity Achieved?

The method of actually achieving longevity is still a riddle we’re trying to solve. Of course, there are certain clues pertaining to physical and mental health. A holistic approach that includes regular movement, balanced nutrition, stress management, a fulfilling social life, and preventive healthcare seems to be — at least — the right direction.

Blue Zones are a massively popular topic as of late. Why? Because it’s about how to live healthier and happier, for longer. If you’ve yet to be swept up in the Blue Zone media frenzy, here's a quick debrief: there are five regions around the world in which the communities have a large percentage of centenarians (people who have reached the age of 100 years). The regions with healthy aging communities focus on daily outdoor activities, community social closeness, and whole foods.

Longevity is largely about fine-tuning the basics — and regular movement, of course, includes exercise. It’s part of the positive lifestyle recipe and one area in which we can collectively contribute.

But what else is involved? What does current science say or at least, what’s buzzing about our industry and the wellness space at large?

The Current Longevity Landscape

Dave Asprey, Wim Hof, Gwenyth Paltrow, and Andrew Huberman are some of the public figures within the health industry who’ve brought the concept of longevity to the mainstream conversation.

Many who are interested in wellness and longevity are tuning into episodes of Dr. Huberman’s podcast, the Huberman Lab, for episodes on healthy aging and longevity. Another popular podcaster (and the creator of Bulletproof Coffee and Bulletproof Labs), Dave Asprey, is well-known for popularizing the concept of "biohacking."

If you watched the Goop series on Netflix, featuring Gwyneth Paltrow herself and “IceMan” Wim Hof, you may have seen the idea of assessing your "biological age." In other words, how well a body has aged, and the overall state of their health. Hof, on the other hand, purports that frigid plunges into water with a specific breathing technique is the secret to a longer life.

Then there’s the controversial concept of nutrigenomics: the study of how diet and nutrition can influence your genes and by extension, your health and longevity. The Buck Institute for Research on Aging, the SENS Research Foundation, and Google's Calico are also dedicated to advancing research on aging and age-related diseases. And the supplement industry is on the trend too — with plenty of products claiming to support longevity, such as resveratrol, NMN (nicotinamide mononucleotide), and various antioxidants.

You’ll also see things like bloodwork and DNA testing, fecal transplantation, hormone replacement therapy, hyperbaric oxygen chambers, and gene therapy.

While all of this sounds exciting, there are still questions as to the legitimacy of some of these methods. Wherever there is money to be made (and “shortcuts” to be found), we should be examining it with a much closer eye.

Fitness and Longevity

Let’s step back and look at the basics. Sleep, nutrition, and yes — exercise.

Less than 30% (!!) of Americans are getting enough exercise. Let’s pause on that for a moment. According to the 2020 National Health Interview Survey, “Only 16% of people outside of cities [are] meeting exercise guidelines.” It goes up to 28% if you’re in a major metropolitan area.

Studies show, perhaps unsurprisingly, that physical fitness quite literally adds years to your life. Thus, it would seem that fitness is an affordable and science-backed “first intervention” to cracking the longevity code.

So how can fitness professionals and our industry at large help the general population to live healthier, longer?

Some of it may come down to marketing strategies and messaging, emphasizing a back-to-basics approach. Let your clients and communities know that getting back to the gym can help them lead a long, healthy life. Walking, exercising, and focusing on perfecting the basics with movement and nutrition is a great first step.

When Ravi Sharma, Inspire360's VP of Partnerships, asked his LinkedIn community what fitness professionals are doing at their clubs to focus on longevity, Brad Thorpe, CEO of Isophit in Toronto, Ontario, answered. He said, “We started promoting small group isometric strength training classes as well as one-on-one isometric strength coaching using Isophit. This has added a unique element that clients love. Not only do they reclaim time in their busy lives, as workouts are typically 30 minutes (22.5 minutes of TUT/ 7.5 minutes rest), [but] the results clients experience (related to muscle and bone strengthening, [fat] loss, and blood pressure reductions) are significantly faster and more robust when compared to conventional gym exercise.”

Alternatively, we can ensure that if clients want to try these more experimental, cutting-edge treatments, they’re doing so with fitness and health professionals, in a fitness-focused environment. Danny King, Director of Performance and Recovery at LifeTime in Maple Grove MN, tells us “We are going hard at longevity, launching a new program called MIORA specifically focused on longevity and anti-aging. Everything from bloodwork [and] peptides to the enhanced recovery and rejuvenation services like cryo and red light.” With this approach, the clients are through the health club doors, in an environment where they can be educated and coached with a more 360-degree approach that includes fitness. The other treatments are more so complementary than the sole approach to longevity.

Edward Navan, Co-Founder of The Covery Wellness Spa, also offers "Cryo, contrast therapy via cold plunge and sauna, as well as compression, braintap (mental fitness), biocharger, PEMF, hyoerbaric oxygen, light therapy beds and walls, cryoskin and cryo slimming, body contouring through EMS, and salt therapy. We also have a medical add on model that allows us to offer IV infusions, NAD+, Peptide Therapy, and TRT. We offer full genetic testing that allows us to create a unique preventative plan based on all of therapies and the individuals unique needs."

Meanwhile, Greg Maurer, VP of Fitness and Education at Workout Anytime Franchising Systems, LLC, answered that they "have added the following optional wellness amenities for [their] franchise partners: Hydromassage Cryo and Relax Pod (already had the Hydromassage lounge); Redlight/Whole Body Vibration - Beauty Angel from JK North America; Human Touch Massage Chairs; Therabody Products including Theragun and compression; Styku Body Scans - have been a part of our model for over 6 years now; Traditional and Infrared Sauna options, and looking at Cold Therapy options including full on Electric Cryo and Cold Plunges."

Combining both fitness and leading-edge methods with your clients can be a great way to stay ahead of the curve in the longevity conversation as long as we do our research and ensure we're providing a safe, healthy environment for those trusting us in this arena.

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Industry Happenings:

Upcoming Events:

1. NSCA Coaches Conference, January 3-5, 2024, Orlando, Florida
2. TheFITExpo, January 20-21, 2024, Los Angeles, California
3. Connected Health & Fitness Summit, February 7-8, 2024, Los Angeles, California
4. DC Mania®, February 23-25, 2024, Herndon, Virginia
5. IHRSA, March 6-8, 2024, Los Angeles, California

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Upcoming Workshops:

1. Peak Pilates: 20+ more workshops in November
2. Oxygen Advantage: 6 more workshops in November
3. Spinning®: 4 more workshops in November
4. TRX®: 3 more workshops in November
5. Athleticum: 2 more workshops in November
6. SoulBody Fitness: 2 more workshops in November
7. Gray Institute: 1 more workshop in November

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Industry News:

• TRX® and Orangetheory Fitness® have partnered to co-brand new TRX® straps
• NASM introduced NASM One, a monthly membership for fitness career development
• New industry report found that in-person fitness is rebounding post-pandemic
• Goop is expanding to offer affordable clean beauty products
• Barre3 announced its acquisition of The Barre Code
• United now offers its international business class travelers a Therabody® amenity kit
• The IHRSA European Congress celebrated its 20th anniversary with fitness executives from 33 countries

—-------------------------------------------------------------------------------------

Thanks for Reading!

This newsletter was brought to you by Kathie Davis, Peter Davis, Ravi Sharma, Dominique Astorino, and the Inspire360 team.

—-------------------------------------------------------------------------------------

A Note from Peter & Kathie

The industry is changing rapidly and we are here to help you sift through all the noise and get to the good stuff. Every month, we'll bring you trending topics and the inside scoop that we believe is paramount for fitness professionals to know.

‍

Keep Inspiring,

Peter & Kathie Davis

‍

Want to get this delivered straight to your inbox? Sign up to receive the Inspire360 Global Fitness Newsletter here.

The Rise of Wellness Tourism & How the Fitness Industry Fits Into It

Taking a trip for your mental health (and overall well-being) is not a new concept — but the collective approach to how we view vacation has certainly shifted.

In years past, a week or two of vacation a year was supposed to be enough to recharge your batteries. Whether it was a staycation at home, a European trek, a surf trip, a road trip with the kids, or a foray at a tropical resort, the vacation inherently was the wellness aspect. Or at least, it was supposed to be!

Some data has shown that vacations aren’t exactly as relaxing and replenishing as they’re intended to be — once you’re back to work, your stress levels can be exactly where they were when you left the office 14 days ago. Plus, thinking about work while you’re traveling or taking some PTO can cancel out any relaxing effects brought on by the vacation… and the majority of Americans do in fact work on vacation.

Taking a vacation (or any kind of break possible) is still categorically recommended; as the Harvard Business Review reported, “Statistically, taking more vacation results in greater success at work as well as lower stress and more happiness at work and home.” And work productivity aside — happiness matters!

But an exhausting excursion that involves tons of planning, translating, and/or walking for hours on end can be more depleting than repleting (this is twice as true if you’re also working while you’re supposed to be recharging).

With this in mind, we now shift our focus toward wellness tourism: a category predicted to reach $1.1B in value by 2025 (up 21%), per GWI. The highest projection we’ve seen is $2.1 TRILLION by 2030.

Survey data is backing it up. Travelers want to feel good on vacation — and not just by imbibing in a dozen piña coladas at the swim-up bar.

• 50% of travelers are “seeking travel experiences that align with their holistic wellness goals and priorities,” according to a Hilton survey. What that looks like, exactly, may vary based on individual preferences, goals, and cultural climate.
• 55% of consumers said they would “pay more for wellness activities during future vacations,” according to a survey by American Express. So even if a traveler isn’t on a dedicated wellness retreat, perhaps incorporating healthy activities and experiences will become more prominent in the coming months and years.
• 31% of UK travelers prioritize exercise on vacation (according to more Hilton research).

Years ago, Westin partnered with Peloton and New Balance, being among the first in the tourism industry to create a dedicated wellness experience for travelers. For example, at Westin Times Square, NYC, visitors are welcomed with fresh juices and healthy snacks, a workout outfit and New Balance sneakers, and access to the in-room Peloton. And Westin (part of the Marriott group) isn’t the only major hotel chain to have a partnership with a household fitness name. Last year, Hilton also announced a partnership with Peloton.

Today, the Westin group continues to offer a juicery, an “eat well menu for kids,” premium mattresses, lavender balm and a “sleep well menu” to help guests catch better Zzz's. They even have a “Heavenly dog bed” for furry guests. Certain hotels within the high-end chain offer in-room spa experiences, as well as a white tea aloe bath, and a RunWESTIN running concierge.

In 2021, Well+Good highlighted 17 hotels and resorts nationwide that offer everything from Trigger Point and cranial-sacral massages to IV drips to Alo Yoga equipment and Rabbit air purifiers. The menu of offerings now is seemingly endless, but not yet ubiquitous enough to be saturated. In sum: there’s still plenty of room and opportunity to better serve travelers and their wellness goals.

And it’s not just happening in the US. According to recent research, “Countries such as Mexico, Costa Rica, and Bali are building their infrastructure, reputation, and marketing to provide a curated experience” for wellness travel.

In this Venn diagram of health and travel, we shouldn't leave this entirely up to the tourism industry — there’s an opportunity for health clubs and businesses to serve their traveling communities, too!

Many health clubs are already jumping on the trend and getting in the mix. Life Time recently announced their “First athletic country club and Life Time Living Luxury Residences in downtown Stamford, CT.” Featuring a nearly 52,000 square foot athletic country club and 10,000 square foot rooftop beach club, visitors to this New England destination will have the opportunity to blend travel and wellness via Life Time’s saunas, Pilates classes, rooftop pool, and massages.

Similarly, clubs like Midtown and Equinox have been designed as “destination” fitness clubs — essentially, a gym you’d travel to visit (but so much more than just a gym). California’s Bay Club (which has also expanded to Oregon) is fusing health club and country club formats, with the addition of camps, classes, seasonal programming and events, dining, and spa services. In their Walnut Creek location, there’s also a hotel — the fusion of wellness and travel.

Then there are ‘destination spas’ like The Golden Door, Rancho La Puerta, Esalen, and Canyon Ranch. The Golden Door in Escondido, California for example, allows traveling guests to select an itinerary with personal trainers, healthy dining, group fitness classes, spa and wellness treatments, and more.

If you’re looking to take a page out of that playbook, consider offering a travel package or pass at your club. Think a one-day or one-week option that invites travelers to experience your offerings. You could cross-promote with local hotels and tourism destinations and create unique offerings tailored to your area that offer a ‘sightseeing while exercising’ format (i.e., a beach run club, scenic yoga class, city bike tour or hike).

It’s exciting to see the fusion of these two worlds and industries — two that certainly have a positive bearing on one’s mental and physical health — continue to grow and develop. It’s also an opportunity for anyone in the health industry to create a niche for your business that can drive incremental sales, and allow you to serve more parts of the fitness community, near and far.

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Industry Happenings:

Upcoming Events:

1. Sibec 2023, October 16-19, 2023, Dallas, Texas
2. IHRSA European Congress, October 17-19, 2023, Lisbon, Portugal
3. NASM Master Trainer Summit, October 28-29, 2023, Virtual
4. International Council on Active Aging Conference and Expo, October 31-November 2, 2023, Anaheim, California
5. Athletic Business Show, November 1-4, 2023, Baltimore, Maryland
6. Boston MANIA®, November 3-5, 2023, Danvers, Massachusetts

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Upcoming Workshops:

1. Peak Pilates: 20+ workshops in October
2. Spinning®: 20+ workshops in October
3. TRX®: 7 workshops in October
4. Mike Boyle's CFSC: 3 workshops in October
5. Gray Institute: 2 workshops in October
6. Oxygen Advantage: 2 workshops in October
7. Peak Flow Practitioner's Academy: 1 workshop in October
8. SoulBody Fitness: 1 workshop in October
9. Strive Life Fitness: 1 workshop in October
10. U-Jam: 1 workshop in October

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Industry News:

• John W. Brick Foundation announced the Mental Wellbeing Association, the world's first certification organization focused on mental well-being
• ISSA acquired Empowered Education, a functional nutrition, health and life coaching provider
• WHOOP launched "WHOOP Coach," an AI-powered health and fitness coach
• Eleiko announced their partnership with Marathon Fitness to expand their distribution in the US
• Life Time launched Dynamic Stretch, one-on-one assisted stretching services across its athletic country clubs in North America
• Xponential Fitness is introducing a VR app on Meta’s Quest 3, bringing virtual fitness content from brands like Club Pilates, StretchLab and Pure Barre to homes around the world
• Chris Hemsworth’s "Centr" introduced a new line of strength equipment and fitness accessories

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Thanks for Reading!

This newsletter was brought to you by Kathie Davis, Peter Davis, Ravi Sharma, Dominique Astorino, and the Inspire360 team.

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A Note from Peter & Kathie

The industry is changing rapidly and we are here to help you sift through all the noise and get to the good stuff. Every month, we'll bring you trending topics and the inside scoop that we believe is paramount for fitness professionals to know.

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Keep Inspiring,

Peter & Kathie Davis

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