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At the time of posting, 2024 is right around the corner and it promises to be the most transformative year yet for the fitness industry. 

However, with so many changes to member expectations and technology, it can be hard to know which trends to capitalise on.

To help you get ahead of the game, we’re going through some of the key fitness industry trends for 2024.

A Holistic Approach to Wellness

In 2024, the fitness industry is placing a renewed emphasis on holistic wellness; which recognises that health is not just about physical fitness and instead focuses on physical, mental, emotional, and social well-being all at once. Fitness enthusiasts are seeking solutions that go beyond traditional workout routines, incorporating practices such as mindfulness, meditation, and nutrition advice.

In a time where 1 in 14 adults in the UK say they feel stressed every single day (CIPHR),   wellness programs that integrate both physical and mental health components are gaining popularity. Gyms and fitness studios should think about offering a range of classes, from yoga and meditation to nutrition workshops, creating a more inclusive and holistic approach to their members’ well-being.

Targeting “Generation Active”

Gen Z has been dubbed “Generation Active” and represents a huge target audience for the fitness industry because they now make up for 80% of gym-goers. Born between the mid-1990s and early 2010s, Gen Z brings a unique set of preferences and expectations to the fitness landscape. They are tech-savvy, socially conscious, and value experiences over material possessions.

Fitness brands can adapt to this demographic shift by leveraging social media platforms, creating interactive and gamified workout programs. Consider offering more personalised experiences to cater to Gen Z’s desire for a more tailored approach to their fitness.

The Rise of Smart Equipment

In 2024, the fitness industry will continue to embrace technology by integrating smart equipment into workout routines so that members can gain deeper and more accurate insight into their progress. A great example of this is Smart Dumbells: a product that Kabata is piloting. Such a product would target gyms as well as those that prefer home workouts and offer a highly personalised user experience using the data it collects.

Wearables and fitness trackers are also evolving to provide more accurate and comprehensive data, enabling users to make informed decisions about their health and fitness goals. To keep on top of this one, make sure you’re incorporating as much data into your equipment purchasing decisions as possible.

Introducing Peer Groups

Gyms are going to be forced to recognise the power of community in 2024. It’s common knowledge that group workouts and classes foster a sense of camaraderie, accountability, and motivation, but now gyms and fitness studios are placing an even greater emphasis on peer groups and social connections. 

Think about how you can leverage social platforms and dedicated apps to connect members, facilitate group challenges, and encourage peer support. Whether through virtual meetups or in-person events, creating a strong sense of community within fitness spaces is proving to be a powerful motivator for individuals seeking not only physical transformation but also a supportive network.


As we navigate the evolving landscape of the fitness industry in 2024, these four key trends – holistic wellness, Gen Z as a target audience, smart equipment, and the emphasis on peer groups in gyms – are reshaping how we approach health and fitness. Not every trend will be directly relevant to you, but embracing the changes relevant to your business model will help you create a more inclusive, personalised and technology-driven fitness experience.

ClubRight is the go-to member management software for independent gyms, taking care of everything from membership management and billing to class bookings and online joining – plus a whole lot more. Give us a call today on +44 (0)203 884 977 or book a free online demo with one of our product experts to find out why we’re trusted by more than 850+ fitness businesses across the UK.

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