Sean Turner, the CEO at Les Mills U.S., shares tips for how to harness the power of the mind/body trend with mindfulness offerings.
The lines between physical activity and mental health are increasingly blurry, as consumers seek a 360-wellness offering that offers them movement and inner calm. As a result, the mind/body category is a key potential revenue stream for operators seeking to tap into the wellness economy.
The potential size of the prize was revealed in a recent report from the Global Wellness Institute, which highlighted the global wellness economy has grown 12% annually since 2020, and is forecasted to be worth $8.5 trillion by 2027. A key part of that spend for consumers is physical activity — now valued at $976 billion and up 111% on pre-pandemic figures.
As these figures show, the wellness economy is no longer confined to one revenue stream. For consumers in search of the perfect wellness solution, fitness for body and mind is the new normal. More than just a buzz-phrase, wellness has become a top priority for modern members, encompassing everything from mindful relaxation to breathwork. So, what’s the solution for operators looking to service members with a thrilling workout that also offers the calm wellness lovers seek? All roads lead to the unmissable Pilates trend.
The workout, named after its inventor Joseph Pilates, has been around since the 1920s but more recent demand for mind/body workouts helped make Pilates the most popular workout of last year, with class bookings up 92%. And with the right approach, there’s strong potential for further growth in this category as more clubs tap into demand for workouts that offer physical and mental benefits.
The roots of Joseph Pilates’ original workout couldn’t be timelier. The program, originally designed to address the bad habits of modern life, was created to improve bad posture and introduce mindful breathing. Those aims are as relevant today as they were then. Consumers are increasingly motivated to work out for intrinsic reasons, seeking movement that enhances their health and helps them live long and healthy lives. Operators able to service this requirement are the ones primed to win.
Pilates aside, there’s the opportunity to harness the power of the mind/body trend with mindfulness offerings that focus on breathwork, recovery and meditation. These can particularly be useful as a digital channel, supporting members’ at-home activities. Not only are these practices best-suited to the relaxing environment of their home, but guided workouts that connect their breath and body to find a deeper state of calm are the perfect offset to their high-tempo workouts.
