Are you a generalist or a specialist?  Are you a ‘main-stream’ club that offers a variety of programs and services, or are you a boutique studio that focuses on one area of specialization?  If you know who you are and know what you are best known for, and you are delivering excellent service on that front, you will thrive through these very disruptive times.  If you are trying to become something that you are not, converting your business from a high cost, full service offering to a low cost with less service business model,  you will potentially lose your identity and soon after your members.  Instead focus on your strengths, promote your personal trainers and group fitness instructors like local celebrities, and find ways to build value in what you offer.  The Millennials and Generation Z’s are value focused not price focused.  When you know who you are and know who you wish to serve, then you can focus on what and how best to connect, relate and build relationships with your members and your community.   The fitness industry could benefit further by finding ways to create fast addiction, instant pleasure and low intimidation, as well as find immediate ways to connect and build relationships with members.  The common theme here is speed at which we create impression and leave lasting impressions.   Consider offering your personal trainers opportunities to sell and serve their clients and on-line or even virtually.  Show your group fitness instructors how they can build a social media following of raving fans so that they can promote their classes at your facility.  Offer an on-line joining option for prospects and find ways to get consumers connected with you even if they do not buy a membership or service from you, yet.   Recently I attended the IHRSA European Congress and heard first hand that the average member is doing less at the club with active member participation down to about one visit per week, which is not enough to positively change member retention.  With this in mind I would encourage owners, operators and program directors to review and re-think their value proposition.  Having a 24/7, clean and safe environment is not enough.  As Europe’s leading authority Christophe Andanson shared in his presentation, “The Future of the Fitness Industry”, we must follow “ERIC” (Eliminate, Re-evaluate, Recruit and Create), to be different and to compete.   ERIC represents four things to focus your business on today:  Eliminate the services in your club that are no longer profitable or being used.  Re-evaluate so to simplify your membership and add-on services price options.  Recruit top talent and market them like celebrities; it’s a win-win!  Create social media and technologies to engage the new generations, move your business forward and remain competitive.   Be different to make the difference.  Cultivate a mind-set and business plan (and vision) for success!

In last month’s column I recommended that you take a look at the various fitness industry trends reports to gain insight as to what is influencing consumer behavior and your business.  These trends reports will open your eyes to the opportunities ahead.  Not only will these insights help you make sound business decisions moving forward it will provide you with new knowledge of what is disrupting the industry as we know it today.  Recently I was interviewed by a leading fitness magazine for their feature “Wellness Trends for 2018” and I feel obliged to share these ideas with you.  I feel the fitness industry is making a significant step forward and 2018 is going to be a year of great change, and disruption.  While some trends will remain as strong as they have been for years, others will fall down on the trends list and be replaced by new ‘up and coming’ concepts that will revolutionize the industry by 2020.  The following are three major trends I see for 2018:

Wearable technology and Apps to guide, support and connect exercisers with their workouts and their workout community will stay on the top of the trends list.  It is estimated that by 2018, seventy percent of healthcare organizations globally will invest in consumer-facing technology, including Apps, wearables, remote monitoring and virtual care. The wearables market will continue to expand massively and even those who work out in a formal fitness setting will use more than one App to support their fitness and wellness needs as well as their need to connect with other like-minded exercisers.

Group Fitness will continue to grow and diversify.  Within this group fitness space there will be more variety in programming and fusion-style or “mash-up” workouts will grow because it serves the interests of Millennials.  Almost any style of fitness can be integrated together to create a great fusion workout—Piloxing (Pilates and Boxing), Core De Force (MMA and HIIT), Yoga Barre (Ballet, Yoga and Pilates), NEWBODY (cardio and life-style strength training), BodyFlow (Tai Chi, Yoga and Pilates) and STRONG by Zumba are just a few examples.  Yoga will continue to diversify and expand and be accompanied by Meditation, Zen and Relaxation classes. High Intensity Interval Training (HIIT) workouts will remain strong especially among the Millennials.  Almost all exercisers say they are more likely to work out when they work out in a group or with a friend. Over eighty percent of people who exercise say that working out in a group or with a friend makes it more fun.

Exercise prescription and ‘exercise as medicine’ will begin to take its rightful place within the exercise community.  Fitness professionals and health care professionals are coming together in order to meet the expanding needs of the deconditioned market.  As a physiotherapist and certified fitness professional for over three decades I’ve always believed this was possible and now it is no longer possible for health, fitness and wellness professionals to work independent of each other.  The time has come that we work as a team to help build and rebuild the health of all people.   People have the desire to live better.  We need to be prepared to connect, coach and care for them in new and engaging ways.  If nothing changes, then nothing changes.

This month most people begin to return to their ‘normal’ routines following summer break, or at the very least, they begin to wind down their summer activities in anticipation of returning to their regular work-life schedule.  This transition back from summer break seems to be slower and more of a struggle for even your most committed members than in past years.  Typically just before or after the Labor Day long weekend (both in Canada and the USA), everyone begins their return to the gym but this is no longer what we are seeing.  More and more members are delaying their return to the gym and for some members it takes weeks or even months before they walk through our front doors.  So why is it so hard for so many members to get back into their exercise routine and what can we do as program directors to influence their transition back into our facilities and our programs?  Social and behavioral scientists who have been studying non-consistent exercisers’ behavior patterns say that we must make exercise relevant to our clients and members daily lives and connect the benefits to the immediate short term needs of person rather than the long term health benefits.  What if we were to associate immediate benefits to our programs like “boost in energy, mood, improved sleep or productivity”, would that help get members back to the gym and back into our programs faster?  According to the research this works to motivate exercisers as does the following:  choosing easier, more enjoyable workouts that are sustainable over time, making exercise social (working out with a close friend), getting competitive within the group (where people can keep track of each other’s progress) and working out in a group setting.  Once again the research shows that group dynamics have a lot of power over exercise behavior but the key to success is gathering people with similar interests then creating an way for members to track one another’s exercise efforts.  Keeping score in the game is not just for kids.  Think about ways you can incorporate this social and behavioral science into sound strategies for bringing your members back to your facility as soon as summer wraps up.  The sooner we can get our members back into a routine that is enjoyable, social and competitive, the sooner we have impacted their lives for the long term.  I invite you to think of new ways to promote your fall programs and events that will help bring more people back into routine, sooner than later.

The Millennial generation is for the most part responsible for the massive changes in how fitness is now being offered and being experienced.  If you are running a fitness business of any kind you should be aware of how these changes will impact your business both positively and negatively.  Budget clubs are among the fastest growing part of the fitness industry at the moment.  These low cost clubs help make it easy for people to get started and access fitness and while there is no service offered they do fill the demand for almost half of the exercising population at this moment.  Boutiques on the opposite extreme—being small in design and high in price—are also rapidly growing.  This group of exercisers belong to boutiques because it represents to them  a ‘lifestyle’ and they do not mind paying to get exactly what they want.  Virtual fitness classes has shown significant growth around the world and provide owners and operators with opportunities for members to ‘customize’ their own workouts and create their own communities.  Virtual classes (both in-club and via Apps) have been shown to engage members in ways that live group fitness classes do not.  They are available anytime and are less intimidating for members.  In addition to what is erupting as far as change within the club and boutique itself, even more is happening out-side of the bricks and mortar of your business. Today, more than fifty percent of club members have, and use, at least one exercise App and close to fifty percent of consumers, who are not fitness members, also have and use a fitness App.  Virtual coaching (on-line or through a App) is also demonstrating significant growth.  Finally, wearable technology is all around us and while nothing can replace the live, face to face connections that a personal trainer or a group fitness instructor can create, technology is.  Therefore it is time to pay attention and get connected.  Learn how to leverage technology to help support the member community that you have created already.  Get with your team of trainers and instructors and brainstorm ways that you get better connected with your members.  Help your training staff learn how to engage and leverage technology (including social media) so that they can connect with their clients and class participants and trust me they will win as will your business.

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Although you may not find these three trends at the top of this year’s Canfitpro ‘Top 10 Canadian Fitness Trends’ list, there’s something to be said about them. Body weight training, circuit training and boot camps and fusion style group fitness are the trends that stand out to me as a fitness professional. Body weight training is strength training that requires only your body as a weight; moving against gravity as the resistance. Movements such as push-ups, pull ups, squats, lunges and sit ups are the most common bodyweight exercises. Engaging in this type of exercise will help build a great fitness foundation so that you will have the strength and stamina to participate in functional fitness workouts and high-intensity-interval-training (HIIT) – this year’s top two, fitness trends. Once you become efficient and feel confident moving your body, you will be ready to take on more – more intensity, more challenge and more variety. This is the reason that circuit training and boot camps have remained strong in the trends for over a decade. They are both training formats that save time, are highly efficient for achieving results and are adaptable to all levels of ability. Boot camps and circuit training also offer a great amount of variety. You can do this type of a workout virtually anywhere from the home to the gym. The camaraderie with other participants in a circuit or boot camp workout is by far the highest over most other styles of fitness workouts and the coaching you receive feels so personalized despite being in a group. Like circuit training and boot camps, fusion-style group fitness mixes a variety of exercises to create a new workout. Changing up what you do helps you achieve results faster and for longer. There are more fusion-style fitness classes then there has been in years – from NEWBODY, BodyFlow to Piloxing, and SoulCycle to name a few. The large majority of people who exercise fall out of interest quickly and all three of these trend-setting programs offer great challenge and variety that will help keep you motivated with your fitness goals, especially if you are craving something different from your regular routine. Workout Let’s put these trends to the test in a ‘bodyweight fusion-style circuit.’ Repeat the circuit consisting of bodyweight based exercise in an interval fashion (one body weight followed by one aerobic exercise), 2-4 times, alternating sides when applicable, for a total of 20-30 minutes.

• Warm up with 1 minute of light cardio exercise (rebounding on the stop with a light up and down jumping; with feet remaining on the ground), shadow skip or jog.
• Begin the circuit of exercises (1 through 5 listed below) and insert 1 minute of high knee jogging, jumping jacks or skipping on the spot between each of the bodyweight exercise and at the end of the circuit.

Lunge Touch Down
(1 leg) 15 repetitions

Plank Push-Up
(hold plank for 10 seconds, do 5 push-ups)
5 repetitions

Crunch get-up 10 times alternating toe touch (5 each side)

Squat power press
20-30 repetitions

Single leg hip bridge
15 repetitions 

*When you first begin any exercise program, first check with your health professional to ensure you are healthy enough to start an exercise program, and start with the recommended number of repetitions as outlined.

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