Global Fitness Trends in 2023: Adapting to a Post-Pandemic World
Like most years 2023 has seen fast growth in some areas and severe decline in others - here I look back at some of the trends moving one way or another.
Embracing Wearable Technology
The year 2023 features the dominance of wearable technology in the fitness world. Fitness enthusiasts increasingly rely on advanced devices like fitness trackers and smartwatches for real-time health data. These gadgets now offer comprehensive metrics, including heart rate, blood pressure, and even electrocardiograms, underscoring a trend towards personalised health monitoring. Notable companies like Fitbit, Garmin, Samsung and Apple leading this trend, with Apple Watch featuring ECG monitoring and Fitbit offering blood oxygen level tracking.
The Rise of Bodyweight Exercises
Simplicity and effectiveness mark the resurgence of bodyweight exercises. Favoured for their convenience and ability to deliver results in short, high-intensity routines, these exercises are becoming a staple in fitness regimens worldwide. This trend is supported by the popularity of apps like Freeletics and Nike Training Club, which focus on bodyweight exercises.
Strength Training Across Ages
Strength training has broadened its appeal across all ages, especially among women and those over fifty. Recognising the vital role of muscle building for overall health and longevity, strength training is increasingly seen as an essential part of a healthy lifestyle. UK-based gym chains like PureGym and global franchises like Gold's Gym are growing fast as they cater to this demographic with specialised strength training programs.
Wellness in the Metaverse
The intersection of fitness with virtual and augmented reality is a significant 2023 trend. The emergence of a 'wellness metaverse' offers immersive experiences, from meditation sessions to virtual wellness consultations, heralding a new era of tech-integrated health management. VRHealth and virtual fitness platforms like Zwift are examples of companies exploring this space.
Yăng Shēng: Ancient Wisdom for Modern Wellness
Yăng shēng, an ancient Chinese philosophy, is influencing global wellness trends. This holistic approach advocates a balanced lifestyle, concentrating on nutrition, sleep, and mental and physical exercise, supporting fitness both in body and mind. Western wellness retreats and spas incorporating traditional Chinese medicine and the popularity of Tai Chi and Qigong classes demonstrate this trend's growing influence.
The Healing Power of Music
Music, particularly ambient and minimalist genres, is increasingly used for therapeutic purposes. This trend underscores music's role in enhancing focus, relaxation, meditation, and sleep quality. Apps like Calm and Headspace, along with Spotify's ambient music playlists, are prime examples of this trend.
Cold Exposure Therapy
Cold exposure therapy, including winter and wild water swimming outdoors and cold showers indoors, has gained amazing popularity for its purported benefits in reducing stress and improving mental health. This natural, holistic health approach is backed by scientific research. The Wim Hof Method and the availability of ice baths and cryotherapy in some health club and wellness centre environments highlight the growing interest in this practice.
Focus on Sleep Health
The sleep supplement market has expanded significantly, with a variety of products designed to enhance sleep quality. This trend highlights the growing recognition of sleep's importance in overall health, fitness and weight loss. Companies like Simba and Eve Sleep, known for their sleep-improving products, and the popularity of melatonin supplements, exemplify this focus on sleep health.
Mindful Drinking Movement
The shift towards non-alcoholic beverages in bars and restaurants signifies a broader mindful drinking trend, especially among health-conscious younger generations. This movement reflects an increasing awareness of alcohol's impact on overall well-being. The emergence of non-alcoholic spirits brands like Seedlip and the widespread availability of alcohol-free options in pubs and restaurants give witness to this trend and the trendiness of having a good time alcohol free.
Gut Health and Wellness
Gut health has become a key focus in the wellness industry. Understanding the gut-brain connection is increasingly recognised as crucial for both mental and physical health, driving interest in diets and products that support gut health. The rise in popularity of probiotic supplements, fermented foods like kombucha and kefir, and gut health-focused literature indicates a growing awareness of this aspect of health. Podcasts by Dr Tim Spector and Dr Zoe Nelson as well as Apps like Zoe have an immense growth in following in 2023.
Resurgence of Specialised Boutique Fitness Studios
In response to the pandemic, there's been a significant shift towards specialised boutique fitness studios. Boutique fitness is about member experience. Success requires top-notch facilities, great instructors, and a sense of community. Emerging from a time where many single people felt isolated, the community and social aspects of fitness have become important. This has driven growth in demand for a holistic as well as fitness experience that serves the needs of members beyond their muscles.
Boutique studios offer unique, personalised experiences, tapping into the desire for community and specialised workouts. Boutique Fitness is not a new trend but a growth trend. In 2021 it was HIIT and in 2020 Barry’s Bootcamp was the first to go online and cater for Hybrid offerings. In boutique fitness, the price of a membership is usually at the higher end of the scale and is polar opposite to the low cost, low commitment model of other types of gyms. A premium membership price can mean great profits but only if you work hard to deliver the value that price deserves and SoulCycle, Orangetheory fitness are leading this movement with their high-intensity, community-focused workouts.
Challenges for Home-Based Fitness Giants
Companies like Peloton and Lululemon, which thrived during the pandemic, face new challenges as the world returns to normalcy. The shift back to group fitness and in-person training sessions reflects a desire for social interaction and community, impacting the home fitness market. The fluctuating stock prices and strategic shifts of Peloton and Mirror post-pandemic highlight these challenges.
The Balance between Home and Group Fitness
While there's a clear movement back to in-studio workouts, home fitness remains relevant, especially with digital programming that requires minimal equipment. This trend indicates that the provision of both virtual and in-person products is likely to be advantageous.
Author: Chris Onslow - Pilates Consultant
Chris Onslow, has run Pilates focussed businesses since 1998. He and his team specialise in supporting Pilates entrepreneurs and business owners. With a rich history of owning and running successful Pilates studios in the UK, and supporting others in Europe and the Middle East, Chris has broad expertise in maximising profitability and optimising operational efficiency. His agency provides top-tier advice on selecting new, pre-owned, and hireable Pilates equipment from renowned brands such as Align-Pilates, Balanced Body or Stott-Pilates/Merrithew. As the founder of Mbodies Training Academy, Chris continues to revolutionise Pilates education, offering premier online and hybrid CPD and qualification courses for Pilates apparatus instruction and special population CPD. Discover more about how Chris can support your Pilates Business or home exercise choices at www.pilates-consultant.co.uk