Pilates and Wellness in 2024: Insights from the HFA Global Report and What It Means for Your Business
As a Pilates Business Consultant in the UK, it's essential to stay informed about the latest trends impacting the fitness and wellness industries. The recently released 2024 Health and Fitness Association (HFA) Global Report sheds light on key developments and emerging trends across the global fitness sector. Although the report primarily focuses on gyms and fitness centres, there are numerous takeaways relevant to Pilates and the broader wellness industry. In this article, we’ll explore these findings and outline actions that Pilates business owners can take to respond to the fitness trends in 2024 and beyond.
The Increasing Importance of Mental Health
The 2024 HFA Global Report highlights a growing focus on mental health as a driver for fitness participation. With physical activity being recognised for its role in managing conditions such as anxiety and depression, many consumers are turning to exercise not just for physical benefits, but for mental wellness as well. Pilates, known for its holistic approach, offers unique benefits in this area by combining mindful movement with physical conditioning.
What you can do: Position your Pilates business as an essential service for mental wellness. Consider offering classes that specifically focus on relaxation, stress relief, or mindfulness. You could also collaborate with mental health professionals to create specialised programmes, making Pilates a go-to option for clients seeking both physical and mental health benefits.
Catering to Active Ageing
Active ageing is a key trend in the fitness industry, as older adults increasingly recognise the importance of maintaining mobility and strength as they age. Pilates, with its low-impact, adaptable exercises, is perfectly suited for this demographic, offering a safe and effective way for older adults to stay active while minimising the risk of injury.
What you can do: Adapt your services in whole or in part to attract older clients. Develop specialised "Active Ageing" classes that focus on improving balance, flexibility, and joint health. Promote these classes to local healthcare providers, community centres, and retirement homes, positioning your business as a leader in seniors wellness.
Embracing Personalisation and Technology
Technology is becoming an increasingly integral part of the fitness industry, with AI and personalised experiences playing a major role in customer retention and satisfaction. While Pilates is traditionally a more personal and hands-on discipline, there are many ways to integrate technology into your business to enhance client experiences.
What you can do: Consider incorporating wearable fitness technology or apps that allow clients to track their progress. This could include wearable devices to monitor heart rates or apps that offer personalised workout plans tailored to each client’s needs and goals. By embracing technology, you can add value to your services and attract tech-savvy clients who value data-driven insights.
Fostering Inclusivity and Diversity
Inclusivity is a growing focus in the fitness industry, with the HFA report identifying diversity in both staffing and membership as an area for improvement. Pilates studios can often be perceived as exclusive or catering to a limited demographic, but the discipline is suitable for people of all ages, abilities, and backgrounds.
What you can do: Ensure your studio is welcoming to a diverse clientele. This might involve hiring instructors from different backgrounds, offering a wider variety of classes that appeal to different groups, or reaching out to underrepresented communities. Making Pilates accessible to everyone can broaden your client base and establish your business as a champion of inclusivity in wellness.
Exploring Opportunities in Emerging Markets
While established markets like the UK have reached record penetration rates in the fitness industry, the report highlights significant growth potential in emerging markets such as Latin America and Asia. The Pilates Matwork market matches that industry saturation reflected in the total UK Fitness market but the Pilates Apparatus market lags well behind in the UK in terms of penetration when compared to other developed countries. For Pilates business owners, this offers potential for international growth or partnerships.
What you can do: If you're not planning to expand abroad and you run a Matwork business consider expanding into Pilates Apparatus disciplines, if you are already in the Apparatus Pilates arena consider offering online classes within international time zones targeted at international clients in these emerging markets. This could be an opportunity to reach a broader audience without the need for a physical presence, tapping into the increasing demand for wellness services worldwide.
Building Community Through Social Spaces
According to the HFA report, there is a growing trend of creating social spaces within fitness centres. Pilates studios are well-placed to capitalise on this trend by fostering a sense of community among clients, turning your studio into more than just a place to exercise.
What you can do: Encourage social interaction within your studio by hosting regular events, workshops, or wellness talks. Consider setting up online groups where your clients can connect outside of class, share their progress, and support each other. Building a strong community will increase client loyalty and create a supportive atmosphere that clients value.
Proactively Shaping the Future of Your Pilates Business
The 2024 HFA Global Report offers numerous insights into the evolving fitness landscape, many of which can be applied directly to the Pilates and wellness sectors. By focusing on mental health, catering to older adults, embracing technology, and promoting inclusivity, Pilates business owners can stay ahead of the curve in 2024 and 2025
The coming year presents significant opportunities for growth and innovation in the Pilates industry. By taking proactive steps now, you can ensure your business is well-positioned to thrive in the evolving wellness market.
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