The Future of Fitness - 20 January 2010

Les Mills International

The fitness industry and the people who earn their livings in it cannot afford to be complacent about their place in the future, according to new research. From www.ausleisure.com.au 'The Future of Fitness' White Paper explores the trends that may shape human fitness and activity, and their effect on the fitness industry over the next few decades. It then outlines the key challenges that confront the global fitness sector as a result. Issueing a challenge to the global fitness industry the research explores factors influencing the shift, including: * Permanent connection via the internet is transforming how people do business, socialize and, potentially, manage their health and fitness. * Personalisation of services is increasingly required by discerning and demanding consumers, and is being made ever more available by advancing technology. * Convergence, blurring and blending are permanently breaking down and reshaping existing categories of products and services. Challenges identified include the need for the fitness industry to stay “fresh, relevant and competitive” by creating and embracing the opportunity that arises from a number of emerging challenges. These include: * Providing fitness solutions to health problems such as diabetes, obesity or ageing may not be enough to sustain the fitness industry’s future. * Continued innovation in science, medicine and the digital world will have significant impact on how consumers achieve fitness. * Even the key benefits of today’s fitness industry – including weight control and wellness promotion – could be rendered irrelevant by cheaper, easier ‘quick fixes’. The White Paper, researched and written by The Nielsen Company and published by Les Mills International, offers no prescriptive solutions. Instead the White Paper is put forward as a starting point to explore how the fitness industry can thrive as the very definitions of ‘fitness’, ‘health’, ‘fitness industry’ and ‘health clubs’ change. To download the full paper click here.

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