She Strengthens

The Fitness Landscape: A New Era of Wellness

The past year has brought about unprecedented changes to the fitness industry, forcing gym-goers and fitness enthusiasts to adapt to a new normal. As we navigate this uncharted territory, one thing is clear: Americans are more committed than ever to prioritizing their health and wellness.

The Rise of Community Fitness

Group fitness classes have long been a staple of the industry, providing a sense of community and social connection. With the shift to digital, innovative training apps, wearable tech, and smart equipment have emerged, offering unparalleled convenience and a virtual community. However, there’s no substitute for the energy and camaraderie of in-person sessions. Expect gyms and boutique studios to invest in group fitness, partnering with local organizations and offering virtual add-ons to fine-tune the experience.

The Resurgence of Restorative Fitness

In a world where burnout, anxiety, and loneliness have become all too familiar, people are seeking ways to disconnect from digital lives and prioritize rest, recovery, and repair. The wellness market is booming, driving investment in holistic health clubs, meditation studios, and stretch and recovery labs. The future of fitness may resemble a spa-like experience, focusing on optimal nutrition, restoration, and prevention of illness and injury.

Supplements Get a Makeover

The pandemic has fueled the vitamin and supplement industry, with consumers and investors seeking out the best of the best: FDA-authorized, personalized, clean-label, and clinically backed formulas. Sleep aids and mood boosters are trending, with buzzworthy brands like Proper, Seed Health, and Hilma leading the charge. Nutritional supplements are also undergoing a revolution, with personalized practices and continuous glucose monitors taking center stage.

Bundling: The Seamless Customer Experience

As brick-and-mortar industries face pressure, expect to see local gyms bundling with retail and community experiences to offer sponsored events, branded apparel, equipment, supplements, and delivery services. TheLululemon ambassador program, Outdoor Voices’ #DoingThings campaign, and Tracksmith + Trackhouse’s merger are just a few examples of this trend.

The Future is Veg

Plant-based products and alternative “meats” have been gaining momentum, driven by concerns about climate change, animal welfare, and personal health. The pandemic has shed light on the darker side of the meatpacking industry, tipping the scale in favor of “meatless meat.” With global shifts in eating habits, we can expect to see a reduction in food-related greenhouse gas emissions and improved public health.

A New Era of Wellness

In the end, 2020 reminded us to prioritize our well-being, appreciate time with others, and take care of ourselves. As we move forward, these habits will likely shape our fitness and nutrition practices, driving a focus on science-backed, realistic, and smart wellness. This may just be the year our resolutions survive to see spring – and that’s a New Year’s glow-up we can get behind.