Fitness Services: Where the Industry is Headed

After all that 2020 has brought — both good and bad — the health and fitness industry is ready to move forward. Below, five industry leaders share their predictions of what the top industry trends and fitness services will be in 2021. 

Paula Neubert, the president and general manager of Club Greenwood

“Online platforms to deliver fitness services will still be strong in the first half of 2021. People are inspired by others and by working in groups. Finding ways to bring people together safely in group fitness and small group training will be a focus in 2021. Additionally, developing permanent outdoor fitness venues, even in cold weather states.”

Gale Landers, the founder and CEO of Fitness Formula Clubs

“Virtual offerings are here to stay, and will only become more a part of the industry. But multiple marketing and service channels typically work in parallel. When we are able to get them to work seamlessly with one another, and become omnichannel, integrated into the brick-and-mortar business, we will greatly enhance the member experience.

Another opportunity as we get to the other side of this pandemic is the resurgence of community. People have been isolated for so long, there is a big need for expressions of togetherness. Upper-tier fitness clubs are positioned to capitalize on it at a new level and build member retention through it.”

Andrew Alfano, the CEO of Retro Fitness

“Hybrid at-home and in-club activities and content-driven value through technology — such as mobile apps, social, member pages and celebration or reward for positive actions — which improve health will continue to increase and is something that we have continued to heavily invest in after the pandemic. But at the end of the day, health clubs are not going away and I believe they will actually be more relevant than ever.”

Larry Conner, the president and general manager of Stone Creek Club & Spa

“Space, safety and service. Outdoor fitness services will grow, and virtual classes will become important to complement most fitness offerings. But in addition, we must also provide a clean, spacious environment inside our clubs to workout in.” 

Carol Nalevanko, the president of Village Health Clubs & Spas

“Top trends for the fitness industry in 2021 will be to do whatever it takes to survive and break even with regards to net profit. All clubs will need to be innovative with new program ideas that will entice the large number of members on freeze to feel comfortable reactivating their memberships and returning to the clubs. Outdoor programming will be key. Member engagement and member connection the old fashion way — i.e. pick up a phone and call members on a personal level. Online personal training and group exercise classes will also remain important to staying in touch with your freeze members.”