The fitness and wellness industry is constantly moving, evolving from traditional exercise-focused offerings to a more holistic, wellness-driven experience. Our team attended the Beyond Activ conference in New York last week which brought together leaders from the health and wellness, fitness, and hospitality sectors to highlight the trends that are reshaping the way brands approach consumer engagement.
At Parallel Path, we’ve experienced many of these trends first-hand, working with clients to bridge the gap between conventional fitness models and the rising demand for integrated health and wellness solutions. Below, we explore some of the key takeaways from the event, which offer insight into how brands can stay ahead in an increasingly competitive landscape.
Expanding Beyond Traditional Fitness
A recurring theme at BeyondActiv was the expansion of wellness services beyond traditional fitness offerings. Many brands are moving towards a holistic model, incorporating elements like nutrition, biometrics, and culturally trending recovery solutions such as cold plunges and cryotherapy.
These services cater to a growing consumer base that views wellness as a multi-faceted journey, focusing not only on physical fitness but also mental and emotional health.
The CEO of Lifetime shared how the brand is pioneering this shift by expanding its offerings to include Miora, a program designed to enhance performance and longevity. For brands, this shift presents opportunities to tap into a more comprehensive wellness ecosystem, offering services that are no longer confined to gym floors but instead support overall health and longevity.
Another unique idea gaining traction is the concept of “gym within a gym” models. One standout example is The Perfect Step, a turnkey solution designed to integrate into existing fitness environments. This model focuses on serving individuals with neurological disorders, offering specialized services in an accessible fitness setting. The Perfect Step demonstrates how adding value for niche markets can enhance not only the gym’s overall offering but also its financial growth. This model quickly becomes cash flow positive while driving growth for the core gym, showcasing an innovative way to diversify services and revenue streams.
Bridging Healthcare and Fitness
One of the most exciting developments discussed at the conference was the integration of healthcare and fitness, with companies like SECA leading the way. Their body composition technology, traditionally used in healthcare settings, is now being introduced into fitness centers, offering members medical-grade insights into their physical health. For fitness brands, this presents an opportunity to introduce premium services like body composition analyses as part of tiered membership structures, helping to elevate the fitness experience while driving member engagement.
This approach is particularly valuable for high-end fitness brands looking to differentiate themselves. By offering advanced, personalized health services, gyms and studios can enhance member loyalty and create long-term value beyond just physical workouts.
Generational behavior, specifically Gen Z, were included throughout many conversations at the conference revolving around capturing the attention of younger generations, particularly those who view health and wellness holistically. Younger consumers are more proactive about their health, integrating fitness, nutrition, biometrics, and recovery into their lifestyles. This aligns with insights from Parallel Path’s own research on Gen Z women, highlighting the need for brands to cater to a demographic that sees health as a comprehensive experience.
From recovery services to personalized wellness plans, the future of fitness will need to appeal to this more inclusive approach to well-being.
The Evolving Role of Trainers and Technology
The conference also highlighted the growing challenge of finding qualified trainers and delivering a consistent experience across personal training services. With a shortage of certified professionals, many fitness brands are struggling to maintain the quality that consumers expect. Industry organizations like National Academy of Sports Medicine (NASM) and the Athletics & Fitness Association of America (AFAA) are stepping up to address these gaps, but it remains a critical area of concern for gym owners.
In contrast to the focus on human capital, technology continues to play an increasing role in shaping the fitness experience. While some brands are aggressively adopting AI-driven solutions and data tracking to enhance consumer experience, others are leaning into more analog experiences, creating environments that emphasize mindfulness and immersion over constant digital engagement. Both approaches have value, and it will be interesting to see how brands balance the use of tech with the demand for more human-centered experiences.
Navigating the Path Forward
The health and wellness landscape is always changing rapidly, with opportunities for brands to innovate and offer more comprehensive and personalized services. As consumers become more focused on holistic well-being, fitness brands need to integrate wellness offerings into their core models, delivering customized experiences that resonate on physical, mental, and emotional levels.
At Parallel Path, we’re committed to helping our clients navigate these evolving trends, ensuring that they stay ahead in this dynamic industry.