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.

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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.

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

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

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:

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

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.

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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.

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

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

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 Power of Community: Fostering Healthier Lives Together

If you look to any of the five Blue Zones around the world — communities from Japan to Greece where residents live healthier, longer lives into their 90s and 100s — you’ll find some common themes. They eat a lot of plants, they have a slower pace of life, they spend time outdoors—but one of the biggest hints to their vitality and longevity is the emphasis on social connectivity.

In Sardinia, Italy; Ikaria, Greece; Nikoya, Costa Rica; Loma Linda, CA; and Okinawa, Japan, communities are connected — socialization is a cornerstone of everyday life. Between church gatherings in California and asseggiata neighborhood walks on the Italian coast, human connection takes center stage, and the benefits are significant.

Harvard has reported on this in the past too. In their 80+ year study, the key takeaway was that “Good genes are nice, but joy is better,” and that “An active social life may help you live longer.”

“People with strong social connections may live longer and healthier lives, according to numerous studies,” says Harvard’s School of Public Health.

Earlier this year, Robert Waldinger, director of the Harvard Study of Adult Development, said, “At first, we didn’t believe it; we were wondering how this could be possible,” adding that the concept of relationship quality determining likelihood of “coronary artery disease or Type 2 diabetes or arthritis,” seemed preposterous. But “Other research groups began to find the same thing. Now it is a very robust finding. It’s very well established that interpersonal connectedness, and the quality of those connections, really impact health, as well as happiness.”

But 330 million adults globally go up to two weeks “without talking to a single family member or friend,” reports Gallup. And all this individualism isn’t serving our health.

Social Connection and Fitness

Fitness trends are already heading in the right direction:81% of Gen Z (the ones who currently exercise) take part in group workouts— perhaps the antidote to the loneliness epidemic we’re facing. “Small group training” is trending upward globally, including in Europe. A 200 person case study also found that the most attractive feature of a gym is that it is “friendly and welcoming,” indicating the influence of social interaction on the decision to work out.

As the Washington Post pointed out, “In 2023, people appear to be making up for exercise isolation by returning to the gym in larger numbers than before the pandemic.” According to a recent report, 2022 was tough for digital fitness apps, who registered their worst quarter of adoption since Q1 2020 (there’s still growth potential in this sector but that’s another topic).

Digital connection will continue to be important, though. In fact, before quarantine was over, many turned to fitness as a means of fostering this connection they craved from in-studio and in-gym workouts. The Peloton boom was largely due to the ability to virtually connect with others in real time during a workout. A 2021 study reported that “During isolation, sharing physical activity experiences was positively associated with social connectedness.” The takeaway here is that even when it’s digital, many of us are craving connection through fitness.

Another study found that imbuing fitness with a social component can have positive effects on the workout itself. “Social factors were associated with greater subjective enjoyment and energy. Higher subjective energy, in turn, was associated with faster run times, without any corresponding increase in perceived effort.”

Social opportunities may also influence how often people exercise. A 2022 study found that “Complete absence of social or peer influences resulted in long-term dominance of sedentary behavior and a decline of physically active populations.”

How Can Clubs Leverage Connection?

Fostering community isn’t necessarily entirely up to us as club owners and trainers. As Jennifer Beaton from The Olympic Club says, “Members build the community, not management.”

“What we can do is create an environment that cultivates natural relationships based on shared interests and experiences,” says Beaton. “Create an atmosphere and programming that promotes members engaging with each other. Help facilitate members ability to pursue their passions with like minded individuals and also engage with their community outside their club, be it through things like competition or philanthropy. Team competition naturally builds loyalty and support of the brand and bonds groups who play or compete together. Giving members the ability to build their own member club within a club is also a great way for members to organically socialize and build community.”

Tiffany Hamlin, Senior Director of Global Fitness & Technology at World Gym, comments,"Fostering a strong sense of community is at the heart of our operations. This area of focus has been ingrained into our culture since World Gym’s inception, when our company’s founder would walk the gym floor every day and greet each member by their name. At World Gym, we don’t want our members to simply 'attend' – we want them to feel and know that they belong here." She adds, "We build connections and relationships early by introducing new members to key staff and other members that share the same interests who will help them integrate comfortably into our gym."

Ani Oksayan, VP of Fitness at Chuze Fitness points out that because gym-goers are now “significantly more community-minded,” clubs must follow suit — and echoes what Hamlin and Beaton say about creating the right environment. “At Chuze Fitness, we acknowledge that a large part of giving members a sense of belonging, camaraderie and representation is fostered by being an intrinsically community-minded organization,” adds Oksayan. “We know that community needs are not 'one-size-fits-all' and can vary from city to city and state to state, [but] the foundation of building community is engaging the membership base; whether it is through detailed surveys, ambassador-type employees engaging members in conversation or the casual, organic connections made throughout the front desks and gym floors, we know that we can't hear our members if we're not asking and listening.”

Another suggestion from Oksayan? Go beyond fitness. “Unique events honoring community needs, like local holiday toy drives or school backpack giveaways in underserved communities,” were some incredible, out-of-the-box suggestions that go a step further than training and wellness. Additionally, “9/11 Tributes and Memorial Day Murph Workouts, meaningful events around Black History Month, Pride and Hispanic Heritage Month commemorations, community pet adoptions,” Oksayan says, can “Bolster mental and physical health” while also bringing a community together.

Through these lenses, with this information, social interaction and fitness are inextricably linked. While COVID may have changed the trajectory for how this connectedness takes place, the end result is the same — humans are finding ways to work out together. And through this social fitness, we’re on track to live healthier, happier, longer lives.

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Industry Happenings:

Upcoming Events:

1. Pilates Empowerment Summit, September 14-17, 2023, Fort Lauderdale, Florida. Save $50 with code InspirePES50
2. Sibec EMEA, September 26-29, 2023, Sorrento, Italy
3. Midwest MANIA®, September 29 - October 1, 2023, Rosemont, Illinois
4. Sibec 2023, October 16-19, 2023, Dallas, Texas
5. IHRSA European Congress, October 17-19, 2023, Lisbon, Portugal
6. NASM Master Trainer Summit, October 28-29, 2023, Virtual
7. International Council on Active Aging Conference and Expo, October 31-November 2, 2023, Anaheim, California

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Upcoming Workshops:

1. Peak Pilates: 20+ workshops in September
2. Spinning®: 15+ workshops in September
3. FMT: 8 workshops in September
4. Mike Boyle's CFSC: 5 workshops in September
5. TRX®: 5 workshops in September
6. Oxygen Advantage: 4 workshops in September
7. SoulBody Fitness: 3 workshops in September
8. Gray Institute: 4 workshops in October

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Industry News:

• The John W. Brick Foundation is hosting the Move Your Mental Health Event October 1st through October 10th
• Hyperice partnered with Pro Pickleball Association and became its Official Recovery Technology Partner
• Adidas and Les Mills announced their new training offering built for next gen fitness fans
• Research from Mount Sinai found that the "fat burning zones" on many commercial exercise machines are not accurate
• Peloton launched a new college strategy, partnering with colleges, universities, athletes, and student platforms to bring the brand's workouts to campuses
• Crunch Fitness became the first gym to enable Amazon One palm-based entry for its members
• FlexIt was ranked the fastest-growing digital fitness and wellness service by Inc. Magazine

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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.

Mental Health Issues are on the Rise: How the Fitness Industry Can Help

Despite the subject becoming less taboo and the cultural conversation becoming more mainstream, mental health challenges are still on the rise. In May, the Surgeon General Advisory declared that there is an “Epidemic of Loneliness and Isolation in the United States,” citing that the physical health consequences of poor or insufficient connection include a 29% increased risk of heart disease, a 32% increased risk of stroke, and a 50% increased risk of developing dementia for older adults.

Mental Health, by the Numbers

CDC data indicates that more than 1 in 5 Americans face some kind of mental illness and almost 800 million people suffer from mental health disorders worldwide. And that’s a snapshot of a current moment in time, not accounting for those who’ve yet to experience a circumstantial or acute mental health struggle. It’s been reported that almost 50% of Americans will experience an episode of mental illness in their lives.

Over 42.5 million individuals struggle with anxiety disorders alone — the highest reported mental health issue in the US. Second up is depression with 17.5 million diagnosed in the US and a staggering 322 million people worldwide. Noteworthy: women experience depression at roughly twice the rate of men.

60% of those struggling get no treatment. This is true globally but particularly in the US. In 2019, an estimated 47.6 million adults (nearly 20% of our country — in line with the 1 in 5 statistics) had a mental illness, but only 43% received any kind of mental health care.

The lack of care can result in perhaps the most grim statistic of all: More than 40,000 Americans die annually from suicide.

The Relationship Between Fitness and the Brain

The importance of mental wellbeing has turned many people — perhaps some who would not otherwise be inclined — onto the idea of exercise for the mind and spirit. Even individuals who don’t necessarily enjoy physical fitness (or have physical goals like weight loss) have thrown themselves into yoga, Pilates, running, cycling, boxing, bootcamp, weight lifting and more — all with the goal of improving their mental health and boosting their mood.

In fact, this particular goal has even outpaced all others: mental health has superseded weight loss, with 78% of exercisers considering mental and emotional wellbeing as their top motivation for working out, according to a Mintel study released early in 2022.

The general public is onto something. In fact, according to the John W Brick Foundation’s report, 89% of peer-reviewed research found a positive, statistically significant relationship between exercise/physical activity and mental health. Further, a study just published by the University of South Australia found that “physical exercise may be 1.5 times more effective than traditional counseling or pharmaceutical intervention.”

What Our Industry Can Do

Given the pivotal, crucial role fitness plays in mental health, we should feel an obligation. To quote Peter Parker’s Uncle Ben, “With great power comes great responsibility.”

Clients and members are already looking toward us for answers, for help — According to the personal training app Future, 94% of members talk to their coach about nutrition, stress, sleep, and injuries.

But that doesn’t necessarily mean we’re all equipped to tackle such a heady, personal issue for these individuals. For the most part, we’re coaches, not clinical psychologists or licensed therapists. So how do we, as trainers and clubs, provide the support necessary?

Stay Within Scope

There are 4 key areas we’re typically involved in that have a substantial impact on someone’s mental wellbeing: exercise, nutrition, mindfulness practices, and social connection. These are things we can help with! Combine this with an awareness that many, if not most, of our clients are dealing with mental health/wellbeing issues, and it’s a good start.

Do a Thorough Intake

The moment a new client comes into your facility, be sure to include emotional and mental queries in your intake. And the more you learn about these different conditions (and the human experience of each), the better your intake questions will be.

Ravi Sharma, VP at Inspire360, asked the LinkedIn community about what they do when new clients come in. “I think it's super appropriate to standardize mental health questions in your intake, just like physical health questions,” says Milica McDowell, PT, MSPT, DPT, C-EP at Physitrack. “We also ask for preferred pronouns, and other questions to create open lines of communication for our clients.” To Milica’s point, this first point of contact sets a precedent for future open conversations.

This type of inquiry and conversation starter can extend into many facets of your business beyond the intake, as suggested by Richard Earney at Midtown Athletic Clubs in Chicago. “The benefits of movement, wellbeing, and community on mental [and] emotional health need to be embraced through the organization, starting with the employees (especially leaders in the organization), then woven into the DNA of your offering, from marketing voice and tone to the education, training of sales, coaches, etc. to the sales process, onboarding, programming and events,” he says. “Midtown has leaned into this with sales, onboarding, and the coaching program 'Launch,' which is designed to break down barriers, open up dialogue and get to the heart of the 'why' someone has [when they] come through the doors. It starts by asking the right questions!”

Jason Stella from Life Time in Chandler, Arizona adds that even though you ask these questions, the answers may not come out right away commenting that “many people are not going to admit that [their mental health] is a priority when talking to another person or a trainer they just meet,” he says. “Therefore, assessing in a live training setting may be difficult until you build trust and a relationship over time.” Be patient, and keep checking in on your client community.

A Path Toward Mental and Emotional Strength

The historic lack of resources and support for mental health conditions has cost us all dearly, from the suffering itself to its impact on the economy (serious mental illness costs the country more than $190 billion in lost earnings every year), to the ripple effect it has on crime, houselessness, addiction and more.

We know the fitness and wellness industry, as a collective, has the ability to have a revolutionary impact on the mental health of individuals on a global scale. It’s not an overstatement to say that physical fitness can change and save lives. The first step toward healing through fitness is happening right now: with all of us reading about it and talking about it. Pass this on to your teams, your colleagues and your peers. Start a conversation about mental health. Start asking your clients how they’re doing. These seemingly small steps can feel monumental and can set a course-altering change in motion.

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Industry Happenings:

Upcoming Events:

1. canfitpro, August 16-20, 2023, Toronto, Canada
2. Perform Better 3-Day Functional Training Summit, August 25-27, 2023, Providence, Rhode Island
3. Dallas MANIA Fitness Pro Convention and Health & Fitness Business Summit, August 25-27, 2023, Dallas, Texas
4. Disruption Road Tour, August 31, 2023, Edmonds, Washington
5. World Spinning® Experience, September 7-10, 2023, Miami, Florida. Save $50 with code InspireWSX50
6. Pilates Empowerment Summit, September 14-17, 2023, Fort Lauderdale, Florida. Save $50 with code InspirePES50
7. Sibec EMEA, September 26-29, 2023, Sorrento, Italy
8. Midwest MANIA®, September 29 - October 1, 2023, Rosemont, Illinois

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Upcoming Workshops:

1. Peak Pilates: 20+ workshops in August
2. Spinning®: 10+ workshops in August
3. TRX®: 5+ workshops in August
4. Mike Boyle's CFSC: 2 workshops in August
5. UJam: 2 workshops in August
6. Gray Institute: 1 workshop in August
7. FMT: 8 workshops in September
8. SoulBody Fitness: 5 workshops in September
9. Strive Life: 1 workshop in September

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Industry News:

• A study published this month in JAMA Psychiatry found that exercise apps can reduce depressive symptoms in healthcare workers
• ISSA launched a new division, ISSA Yoga & Wellness Academy, and debuted its Yoga 200 Online Teacher Training Program
• Therabody launched their newest innovation, RecoveryTherm Cube a compact, reusable device that delivers instant cold, heat and contrast therapies
• LifeTime Miami at The Falls debuted its one-of-a-kind experience complete with a 3 story athletic club and connected beach club
• Nautilus, Inc. relaunched the BowFlex® brand identity, which is now centered on feeling good every time you move

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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.

Women Leading the Way: The Power of Female Fitness Trends

Women are the driving force behind many fitness trends and facets that shape our business today. A recent UK study found that 78.4% of the respondents who attended group exercise classes were women. And women's-only gyms are trending on TikTok with 48.7 million views and counting. Women are passionate about their health and the industry is taking notice.

Historically, women haven't always been readily included in fitness and sports. Women first entered the Olympic games in 1900 (in Paris, ironically, where next summer’s games will be held!). And women weren’t allowed to enter a marathon race until 1972. Title IX was introduced shortly thereafter. Sports bras didn’t exist until 1977!

Fortunately, in 2023 the pendulum has swung in favor of the female demographic. Female fitness is booming and this is just the start.

A Look at Women’s Fitness Today

Niche studio concepts have been designed with women in mind. Think barre, Pilates, yoga dance. Though genderless activities, it’s undeniable that these spaces tend to have a female-leaning design (both aesthetically and conceptually), and tend to be more inclusive.

Remember when SoulCycle had Jonathan Adler grapefruit candles in every studio, so it smelled like a luxurious day spa? Even the term boutique itself is reminiscent of fashion and shopping, historically seen as a feminine hobby or activity.

And though it’s certainly true that femininity can’t be boiled down to shopping, dance, and scented candles, the intentions behind these business choices are fairly obvious and proven effective through the resulting demographics. For instance, 70-percent of SoulCycle’s audience is female, and one report in Australia even showed that 90-percent of Pilates participants were female.

Anyone can participate in a reformer Pilates class, but some brands and businesses want to deliver female-specific offerings. This type of programming is deliberately and exclusively designed for women’s needs, like FIT4MOM: the San Diego-based brand “offers pre and postnatal health, wellness, and fitness programs for every stage of motherhood.”

FIT4MOM also hits the nail on the head when it comes to a central theme for women’s fitness: camaraderie and community. While these are universally valuable, there’s an undeniable link here for women. A Brazilian study reported that “in general, women have larger and more varied social networks with more friends and more social support than men.”

Does this one finding equate to a comprehensive truth? Of course not. But it certainly could be tapping into something when it comes to group fitness and studio/health club dynamics.

This concept could translate to fitness via the social, community-centric facets of boutique studios and female-led programming. The desire for companionship and community is matched by the desire for physical activity and both can be delivered through the right health club or program.

Women's Fitness By the Numbers

According to the IHRSA Global Report last year, women comprise the majority share of gym memberships in most regions, making up about 57% of gym-goers globally.

From 2010 to 2019, women’s memberships at health and fitness clubs increased by over 32%, compared to men’s 23.2. In that time period, revenue in the US health club industry increased by about 75%, jumping from 20.3 billion to 35.03 billion dollars. This makes sense, as women are the primary purchasers of many households and they spend more on wellness activities.

What’s Next for Women’s Fitness (and Women’s Health)

While women are instrumental in the fitness industry, research around women's health and fitness is seriously lacking.

“For far too long, women have been overlooked and underrepresented in crucial performance and medical research,” said Shannon Fable, Senior Director of Education and Digital Programming at Exos. “It's time to change the narrative and embrace the immense opportunities that lie within understanding their physiology.”

This is where some businesses are starting to close the gap — and Exos is an excellent example of that. “Exos is launching a new qualification called The Exos Women’s Performance Specialist (XWPS for short),” shares Fable. This program comprises four courses spanning a woman’s life stages from puberty all the way through (and beyond) menopause. “Our first installment is Optimizing Performance Through the Menstrual Cycle, [and] will be available in September, with the second course being delivered in October.”

“Put simply … [this type of program is] long overdue. Now is the perfect time to empower dedicated practitioners with the knowledge and tools to address the unique needs of women across their distinct life stages. By carefully considering the variables specific to women, we can unlock a wealth of untapped potential and create a more inclusive and effective approach to performance training.”

If you’d like to contribute to the advancement of women’s health and closing the gender gap, The Exos Female Physiology Questionnaire Study can be found here: https://pages.teamexos.com/female-physiology-questionnaire

Fable says that your insights will “play a crucial role in bridging the gap between men and women in the field of human performance.” And as an added incentive, your contribution will score you a 20-percent off discount at Vuori.

When Women Succeed, We All Succeed

Female fitness is driving revenue for the sector, boosting the economy, and most importantly, creating a healthier, happier society. And it’s just the beginning! With so much to be explored (hello, new women’s performance programming!), we’re on the precipice of something truly extraordinary.

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Industry Happenings:

Upcoming Events:

1. National Wellness Conference (NWC), July 19-21, 2023, Cincinnati, Ohio
2. Atlanta MANIA® Fitness Pro Convention, July 21-23, 2023, Atlanta, Georgia
3. The Fit Expo, August 5-6, 2023, Anaheim, California
4. canfitpro, August 16-20, 2023, Toronto, Canada
5. Dallas MANIA Fitness Pro Convention and Health & Fitness Business Summit, August 25-27,2023, Dallas, Texas
6. World Spinning® Experience, September 7-10, 2023, Miami, Florida. Save $50 with code InspireWSX50
7. Pilates Empowerment Summit, September 14-17, 2023, Fort Lauderdale, Florida. Save $50 with code InspirePES50

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Upcoming Workshops:

1. Peak Pilates: 20+ workshops in July
2. Spinning®: 15+ workshops in July
3. TRX®: 4 workshops in July
4. Eleiko: 1 workshop in July
5. Mike Boyle's CFSC:1 workshop in July
6. Oxygen Advantage®: 1 workshop in July
7. UJam: 1 workshop in July

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Industry News:

• TRX Announced its Acquisition of Ybell®
• Apple Introduced Custom Workouts, Meditation Schedules, and Mental Health Features on Apple Fitness+ and the Apple Health App
• Les Mills Released a New Global Report on Gen Z Fitness Habits
• SoulCycle and FLOWN Join Forces to Boost Focus and Productivity for the Future of Work
• Self Esteem Brands (SEB) Launched Their New HIIT-Focused Brand "SUMHIIT Fitness" at FIT Summit
• Nike Announced "Nike Well Collective" in an Effort to Support Wellness Journeys for Everyone
• One of Europe’s Largest Gym Operators, PureGym, Announced Their New Fitness Competition Exclusively for Those Aged 50 & Above
• Gym U, a New Luxury Fitness Facility in NYC, Has Opened with Everything from Personalized IV Therapy Treatments to EMS Programs for Strength & Recovery To DJ Nights

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

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 Future is Now: AI in the Fitness Industry

Both terrifying and exciting, artificial intelligence (AI) is no longer the science fiction lore of a Y2K Spielberg flick. It’s here, it’s now… and we don’t quite know what to do with it yet.

Just to be clear, AI has been around for a long time. It’s behind your Spotify playlist, email spam filter, and automatic windshield wipers. New AI tends to feel like magic when it’s introduced and then it’s just the way things work. But it feels different now.

AI is evolving quickly and now more than ever, we have the ability to use it as a supportive tool to provide a holistic and safe approach to our clients.

MEASUREMENT, ANALYSIS, PROGRAMMING

How are your clients doing with their current fitness and nutrition programs? Are they sleeping better? How’s their resting HR? What about their mood? Is the program you’ve laid out for them actually working?

AI-enabled wearable devices (think Fitbit, Apple Watch, Oura Ring) record and interpret comprehensive data about activities like heart rate, movement, sleep patterns and calorie expenditure. Trainers can leverage this information to gain insights into clients' habits (are they actually walking every day?) and adjust training plans accordingly. This leads to more informed decision-making and thus, better results. The client is happier and you’re happier. Everyone wins.

In the club, more companies are incorporating AI into machines to automatically adjust a session based on a user’s biometric responses. And some clubs are incorporating machines equipped with cameras and motion tracking to analyze an individual’s exercise form and performance in real time and to provide immediate feedback independent of a human-trainer. This can help clients optimize their workouts… and reduce the risk of injury!

Even human-trainer-based programming is getting an efficiency boost from AI. Sites like OpenAI’s ChatGPT and Google’s Bard can shave hours per week from trainers’ prep time by providing a starting point for training plans. You’d never want to hand ChatGPT or Bard’s recommendations to a client! But with detailed, thoughtful prompts, these sites can provide solid outlines to validate and build from.

REAL WORLD EXAMPLES

How is this playing out in the real world in today’s gyms, homes and the fitness industry at large?

Consider something as simple as a suggestion algorithm. Fitness membership platform ClassPass utilizes AI to offer personalized recommendations to its users by analyzing user preferences, workout history, and other data points. While there can’t be an omniscient fitness coach and training buddy for every ClassPass member to recommend new gyms and classes, AI can step in.

Then there’s smart home gym equipment. Tonal, for instance, uses computer vision and machine learning to provide personalized workout guidance. AI algorithms are used to analyze user movements and provide real-time feedback on form. The workouts, in turn, are adjusted based on the user's progress and goals.

In the club, Munich-based EGYM has taken this a step further with their Fitness Hub, which tracks a user’s form, provides corrections and adjusts the exercise recommendations. GM Dana Milkie says, “It was a game changer because it reduced the member onboarding process from over 20 minutes to just 2 minutes.” According to Milkie, in late 2022, EGYM reported year-over-year growth of over 200% in North America and announced plans to more than double again in 2023.

Smart Fit Method studios use AI-driven personal training, including the CAROL bike, which dynamically optimizes resistance. Similarly, Life Fitness manufactures machines with AI incorporated to collect and analyze data from cardio and strength training machines. This data helps users track their progress, set goals and receive personalized workout plans based on their individual needs.

SUPPORT, NOT REPLACEMENT

These technologies should act as a support (not a replacement) to human training, allowing you to have a more meaningful, emotional connection with your client. AI taking some of the calculation off your plate allows you to spend more time fostering that human bond — something AI cannot replace — with an individual.

A client's motives, emotions, goals, hurdles, challenges… that’s not something a computer can necessarily glean (yet). The empathy and solidarity you provide won’t be replicated by a machine. And numbers are great, algorithms are exciting, but only a human trainer can assess a client’s physical and mental state holistically, considering factors like stress levels, sleep quality and overall well-being.

An ideal combination would merge the strengths of AI and human expertise to create a powerful synergy, resulting in the safest, most efficient outcomes for clients.

In response to VP of Inspire360, Ravi Sharma's, LinkedIn question asking “How do you see yourself or your health club using AI in the future?”, Uday A. of FitnessOnDemand in Minneapolis posed an excellent question: "I think we need to lead with 'why?'"

“Are you trying to generate more revenue? Improve member engagement? Scale your labor or solve labor issues? Build a vibrant community where the members add value? Provide support (technical and functional)?”

“AI will have applications in each of these roles and business in general,” he adds. “We are not yet in a place where you will find a single solution for all, but I know that there are companies out there working on each of the individual problems using AI. If you start your journey with point solutions to implement AI so you can claim to be using AI, the ROI will fail you.”

Thibault Gonnet at Cardio Plein Air in Montreal, Quebec, Canada points out that AI can function like a virtual assistant with assisted customer support, as well as through the use of the aforementioned “Predictive member analytics and data driven decision making.”

There are so many iterations of AI algorithms we’ve yet to meet, and boundless possibilities for how this type of tech could help support our industry, our clients, and the health of the population. Our take? Stay curious, get creative, and explore this new frontier! Don’t forget to share your story with us and let us know how AI is working for you and your own community.

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Industry Happenings:

Upcoming Events:

1. FIT Summit, June 12-15, 2023, Raffles City, Singapore
2. The Health and Well-Being Coaching Conference, June 16-18, 2023, San Diego, California
3. Perform Better 3-Day Functional Training Summit, June 30-July 2nd, Long Beach, California
4. Atlanta MANIA® Fitness Pro Convention, July 21-23, 2023, Atlanta, Georgia
5. National Wellness Conference (NWC), July 19-21, 2023, Cincinnati, Ohio

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Upcoming Workshops:

1. Peak Pilates: 20+ workshops in June
2. Spinning®: 9 workshops in June
3. Oxygen Advantage®: 6 workshops in June
4. TRX®: 2 workshops in June
5. SoulBody Fitness: 2 workshops in June
6. Mike Boyle's CFSC: 2 workshops in June
7. Gray Institute: 1 workshop in June

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Industry News:

• CrossFit partners with Spartan Race on co-branded training programs.
• Pinterest predicts that "Primal Movement" will be a big fitness trend this year.
• National Academy of Sports Medicine® partners with NPE® to launch new Business Blueprint™ Course.
• Peloton hits record low after recalling 2.2 million bikes.
• Deal signed for London’s first UFC Gym to open in 2023.
• Therabody named Barry's Official Recovery Partner.
• OHM Fitness to open 70 new locations across Texas Triangle.

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

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.

Fit for Life: How Fitness Professionals can Serve the Boomer Generation

Gen-X has wellness movements like Goop. Millennial-targeting boutique fitness brands like SoulCycle and Barry’s Bootcamp cater to the "wellness generation" … and even Gen-Z. So it can be easy for fitness professionals to overlook a significant population with specific needs: baby boomers.

And senior fitness is trending. “Fitness programs for older adults” is the number four worldwide fitness trend for 2023, according to the American College of Sports Medicine’s survey of more than 4,500 health and fitness professionals. In Australia, it’s the number one trend.

With 70 million boomers in the US alone, this demographic makes up 20 percent of the American population. As an aging population, mainstream fitness trends and offerings don’t necessarily target their needs, and they may not be as accessible to these individuals as they are to younger folks.

Insider reports that “boomers have above-average incomes [...] a greater share of household wealth, Social Security allowances, an unmatched level of mortgage-free homeownership, and a detachment from a rocky job market — with many of them retired.”

What this means for you: it’s an affluent population with the ability to invest in their health, particularly as they come face-to-face with more significant age-related health changes.

Now that they’re between 60 and 80 years old, their focus on fitness has evolved. Goals surrounding mobility and longevity may be at the forefront, while bone density, waning strength, injury risk, and stamina challenges all need to be taken into consideration when programming for these individuals. Gentler activities like tai chi, yoga, and aquatic fitness could take center stage. There could also be an emphasis on social fitness, as loneliness could become more prominent a health risk in and of itself — especially post-retirement, without the socialization from office hours.

There are tens of millions of potential clients in this demographic, and they have specific needs, which require specialized support. This is an area in which trainers and clubs can stand out — via staff, programming, and club design.

Club + Membership Design

Catering to this market includes the physical design of the club, as well as the business design and membership offerings. Keeping accessibility in mind is always important (architecturally speaking), but you could also find that recovery zones (which we talked about last month) may continue to rise in popularity while also providing space for the baby boomer group to focus on healthy performance and injury prevention.

Looking at boomer-dense communities in Arizona and Florida, we can see examples of fitness and wellness trends focused on better serving this group, even when it comes to membership offerings. “Hybrid gym memberships” have been on the rise, according to the Palm Beach Post (a community with a high density of baby boomers). This format offers a mix of in-person and virtual, at-home experiences. Seniors may be coming to their health club a few days a week, and walking or hiking outside the rest of the days, or perhaps using home equipment they purchased during the pandemic.

Speaking of memberships, certain gyms are exclusively available to this older crowd. 55 Fitness is a club in Alpharetta, GA (set to open half a dozen new clubs in the southeast US and Scottsdale, AZ) which has been entirely optimized for clients 55-and-up, in order to create a “truly un-intimidating environment surrounded by a supportive community of peers.”

We can also look to Scottsdale (whose population is 35 percent baby boomer) to see some less obvious (but very telling) trends. This area recently saw the opening of a Life Time club known as a “Luxury Athletic Country Club.” Far from a run-of-the-mill gym, it’s clear they’re targeting a more affluent (possibly aging) population with the “50,000-square-foot health and wellness retreat,” which incorporates pools and aquatic fitness areas, outdoor recreation spaces, and social hubs (like cafés and lounges), which may create a more inviting environment for the senior clientele.

You don’t have to completely renovate your club to better cater to older adults, but there are some tweaks you can consider to make it friendlier to their needs. In response to Inspire360's VP of Partnerships, Ravi Sharma's, LinkedIn question about baby boomers, Marvin Burton, International CX & Training Specialist at Life Fitness in the UK suggests a “displayed plan” of the gym layout to help navigation, larger displays on equipment (making them easier and safer to use), and numbers on machines.

Programming

With a fitness emphasis on personal training (and “highly personalized sessions”), in addition to low-impact classes like barre, cycling, Pilates, and yoga, Scottsdale’s Life Time is a leading example of how low-impact, personalized fitness can better serve an aging demographic (who’s willing to pay top dollar for it).

Consider the classes available at your club — do they have an aging population in mind? Do they take their needs and challenges into account?

Perhaps the addition of senior-specific programming is called for. Recovery and mobility ‘classes’ and offerings can serve any population, but when designed for this particular group, could help emphasize balance and fall prevention. “Active aging programs and group classes” have been successful, Burton says.

Jason Stella at Life Time in Chandler, AZ, has had “amazing” results by bringing a four-step program to active aging members: “1. Power Plate, 2. Isometric exercise (not holding breath), 3. 3D Movements (Gary Gray 3D Maps), 4. 3D Movements with ViPR Pro.”

California’s Bay Club delivers a unique combination of health club, country club, and community programming to cater to several groups, from which seniors in particular could benefit. Pickleball “challenge clinics” offer beginner-friendly training, socialization, and a fun-centered approach to movement that touches on many of the needs of a senior individual. And some of their clubs even have a senior membership tier.

Burton adds that programming in “community groups, meetups, committees, club champions, [and] engagement events away from the gym,” can foster this sense of social connection. Beyond the walls of the gym, you can keep the connection alive with digital communications, he posits, like “Newsletters, recipes of the week, and coaching tip video links,” as well as “Reward incentives such as gym-currency for participants or contributing to the gym community. This can be redeemed on drinks or services.”

Mindfulness is another area in which health clubs can better serve this group. Because baby boomers were raised with cultural stigmas attached to mental health, they tend to have a more skeptical view when it comes to therapy than Millennials and Gen-Z (one study found that only 8% of boomers would be willing to see a therapist). Offering meditation and mindfulness programming at a health club can provide necessary mental and emotional support in a format that might feel more approachable for some.

Staff

There are several available credentials that clubs can offer their existing trainers (or clubs can look to hire staff who have been specializing in aging populations already), like NASM-SFS, ISSA senior fitness instructor credential, or ACE’s senior fitness specialist program.

Specialized staff can help older adults overcome their reluctance to exercise (in addition to other fears, like injury risk), thus lowering the barrier to entry for a significant portion of the population.

Even if you don’t yet have a senior specialty, there are ways you can train your staff or tailor your training to better connect with these clients. “I've always found it to be particularly useful to clearly define how the exercises we were going to do would directly impact day to day life,” says Clifton Harski, pain-free performance specialist from the greater Saint Louis area. He gives clients examples of exercises like box squats, which translate to getting in and out of a chair in day-to-day life… Or low step-downs for taking the stairs, or deadlifts for carrying an item safely.

“Too often we fail to explain how what we're doing will positively impact our clients lives and goals, expecting them to make the connection when they just don't,” he adds. “For seniors, they tend to have been in contact with old school medical establishments and unfortunately seem to have fear that they'll get hurt in exercise, instead of exercise increasing their abilities in life!”

Consider adding or assigning a “customer success manager who frequently contacts members, takes feedback, offers support,” suggests Burton. This can go well beyond the baby boomer group. But for those in this older category, “Recurring coaching appointments to review goals are needed every 30 days,” he says, “Along with a more detailed onboarding journey for this age range.” He also suggests creating a defined time period each day, with a set meeting location, “where a coach is able to assist with setting up equipment, giving advice, available for assistance specifically for older members.” This time slot can be after the young-professional morning rush hour and before lunchtime.

You needn’t overthink these suggestions; so many of these strategies can be implemented simply, without overhauling your club’s entire approach (or physical layout). Through the mindful curation of programming, a few adjustments to membership design and club layout, and some potential additions to staff’s credentialed expertise, you can revolutionize the way you approach a significant market… thus providing the service of health, support, and even happiness to millions of individuals entering the latter chapter of their lives.

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Industry Happenings:

Upcoming Events:

1. Certification Smash, May 19-21, 2023, Live Streaming Online
2. FIT Summit, June 12-15, 2023, Raffles City, Singapore
3. The Health and Well-Being Coaching Conference, June 16-18, 2023, San Diego, California
4. Perform Better 3-Day Functional Training Summit, June 30-July 2nd, Long Beach, California

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Upcoming Workshops:

1. Peak Pilates®: 20+ workshops in May
2. Spinning®: 14 workshops in May
3. TRX®: 9 workshops in May
4. Oxygen Advantage®: 4 workshops in May

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Industry News:

• A documentary and narrative film about fitness pioneer, Jack LaLanne, is in the works in partnership with Mark Wahlberg’s Unrealistic Ideas company and Elaine LaLanne.
• The 27 appointees for the President's Council on Sports, Fitness & Nutrition were announced by the White House.
• Deepak Chopra's venture incubator, ChopraX, plans to back companies in the health, longevity, fitness, and education industries, starting with its first investment expected to close in June.
• Merrithew announced the release of 8 new Merrithew Music albums designed to complement one of its most popular fitness programs, Total Barre.

• Life Time memberships are up nearly 40,000 in the first quarter.
• Technogym will equip 29 training centers for the athletes to train prior to and during the Olympic Games.
• ABC Fitness announced their partnership with Les Mills to offer on-demand workouts via ABC IGNITE and ABC TRAINERIZE

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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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