How to Leverage the Top 2018 Trends for Your Fitness Business
By Liz Callham
According to a recent study compiled by the Association of Fitness Studios (AFS), the fitness studio and gym market continues to reinvent itself and differentiate itself by focusing on sometimes vary niche areas of business.
In fact, “There are a few eyebrow-raising trends that people in the trenches are seeing,” said Josh Leve, AFS founder and CEO. “Of course, you never know exactly how things are going to develop, but those in the fitness business need to be aware of what industry leaders see over the horizon.”
Below I’ll identify a few of the major trends we’re seeing at AFS along with several we’ll be presenting on at SUCCEED! 2019 the AFS Business Convention and Expo. What’s important to note is that if we take a step back, learn to apply these trends it can lead to greater chances of success to gain and retain members.
Technology
Technology continues to be a trend on the rise in the fitness industry. Although it has been utilized for years, it has evolved to be much more than just an information piece for trainers and clients. Technology has launched into its own separate entity, including separate departments with the rise of performance centers in gyms and studios, numerous types of devices to connect communities, and creating an entirely new platform for engagement. Whether you are a big box gym or standalone studio, you can leverage heart rate training to launch small groups, new online communities or a better way to track progress with clients and members. According to AFS’s Top Trends 2018 report, the biggest challenge for studio and gym owners is figuring out what form of technology to implement in their facilities.
Community
We continue to see the success brought forth by fitness companies and brands who learn how to create community. Ideas of how to implement this include creating a group fitness area, going after specific groups of people, such as older adults, kids, as well as females, and also creating a sense of inclusion.
Going after specific groups would more than likely be tied into your overall brand as a company. For those crossfit style studios, their market is focused on the format of the classes, while community centers may be going after a more older population. Take a step back and think about the brand you are building when it comes to creating a niche.
Whether it’s adding in Facebook marketing or getting testimonials from clients, the community piece will allow you to push yourself on the marketing and networking you do as a gym or studio. Check out AFS’s Guide Series on Driving Leads for more ideas on how to expand on the community piece of your business.
Small Group Training
SGT continues to be on the rise as more consumers seek out options that are both cost-effective while also being geared towards their fitness goals. Because SGT is typically an extra cost for consumers, ensuring your programming, instructors and size of the group drives results is that much more crucial for success. Running 4 8 or 12 week programs while capping the capacity to less than 8 individuals, and writing a program that progresses over the duration are a couple of key ingredients for making your SGT not only successful, but also resulting in a turnkey business with returning customers.
Certified, Educated Health Professionals
While reviewing the top trends, this one really stuck out. At the end of the day, in order to implement group training and in order to properly build a community it takes work, but the work gets made easier if you have the right people in place. Finding fitness professionals who are not only certified but who are eager to build your brand and bring your clients and members together is crucial.
Staying on top of the fitness trends is an important factor in both building and retaining your fitness business. Continue to evolve and change to stay competitive!
References
Association of Fitness Studios 2018 Trend Report.
About the Author
Liz Callham is the lead contributor for the Association of Fitness Studios, lends her expertise to AFS’ Major convention and expo SUCCEED! and received her Bachelor’s Degrees from Illinois State University in Exercise Science and Public Relations and also completed a Masters in Business and Administration from DePaul University.
She holds certifications as a Certified Strength and Conditioning Specialist from NSCA,Certified Exercise Physiologist through ACSM, and Studio Instructor through Power Pilates. She also sits on the Advisory Board for the Exercise Science Department at ISU.
Liz's expertise comes from 12 years in commercial fitness where she held several roles including Personal Trainer and Pilates Instructor, Fitness Director and General Manager.
