Les Mills identifies three key fitness trends set to shape 2023

January 14, 2023

Hogan Zee

Les Mills Asia Pacific have identified three fitness trends that clubs should look out for in 2023.

1. Generation Active
If the pandemic was defined by clubs’ use of technology to keep members moving, then the next phase of club growth will undoubtedly be driven by operators’ ability to win their share of Gen Z and Millennials - often dubbed ‘Generation Active’.

Gen Z and Millennials make up over 80% of the modern fitness market, yet clubs around the world are struggling to attract and engage this key demographic in the face of intense competition.

An ongoing study from Civic Science shows Gen Z are exercising a lot more than they were five years ago, meaning clubs that can meet their expectations for engaging experiences that boost physical, social, and mental health will be well-placed to win their business.

As some of the group’s largest facilities in the USA, Gold's Gym Newburgh and Middletown in New York are already reaping the rewards of offering a compelling omni-fitness experience to attract younger members.

Gold's Gym Newburgh and Middletown wner and managing partner, Don Murphy advised "we’re digitally savvy and providing a completely connected member experience… we’re seeing a huge wave coming back to the gym and we're also seeing a shift in the average age of people joining. It's dropped by about 10 years from what it was pre-pandemic - the 18 to 34-year-old market is by far our biggest joiner group now.

“I think that's the silver lining of the pandemic - a lot of people are waking up to the importance of taking care of themselves because it’s their best defence against ill health. That bodes well for the future of our industry.”

2. From Cannibalism to Co-Existence
While the rise of home workouts sparked fears for the future of brick-and-mortar gyms, 2023 could mark the year this concept is flipped on its head.

As the new fitness landscape starts to take shape, it’s becoming clear we’ve entered the age of 'omni-fitness', where in-club and at-home workouts can co-exist and complement each other. The majority of consumers now favour a 60:40 blend between live and digital workouts, with McKinsey research finding the number of consumers with hybrid fitness routines grew 41% between 2020 and 2022. The study also found these consumers observe significantly better results from their hybrid training.

Contrary to cannibalising the in-club experience, high-class digital offerings can help brick-and-mortar facilities to win new fans online, build brand affinity, and convert them into full members of the club.

MindBody’s 2022 Fitness Report found that 35% of Americans started going to an in-person fitness class that they first discovered through digital fitness.

The ability of digital fitness to funnel more people into live workouts was fully evident at the October 2022 LES MILLS LIVE London event, where over 5,000 consumers came together for a thrilling weekend of fitness, and similarly (on a smaller scale) at LES MILLS LIVE Melbourne. Pre-pandemic Les Mills events would typically see an audience split of 80:20 between Instructors and club members, LES MILLS LIVE London comprised 40% Instructors, 20% club members and 40% LES MILLS+ users who were attending their first live fitness event. These people are new market entrants who had taken baby steps through home workouts and are now keen to ditch the nappies and dive into live fitness experiences - both at events and in clubs.

3. #Fittok For The Win
Silly dances aside, TikTok has firmly established itself as the zeitgeist social media platform for young people, earning a significant amount of influence - particularly when it comes to fitness.

#FitTok, the subsect of TikTok populated with workout hacks and fitness tips, has attracted over 40 billion views as of December 2022. And while sometimes the domain of dubious advice and damaging diet and weight loss content, #FitTok is also home to a vibrant community of content creators serving to educate and inspire the next generation of fitness fans.

#FitTok has spawned several fitness trends - including the 12-3-30 treadmill-based workout that’s racked up 130 million views and counting over the past year - causing club operators to take note, with many chains now expanding their presence on TikTok.

And with papers suggesting one in four fitness videos on TikTok feature incorrect information, there’s a strong opportunity for operators to leverage their credibility and the expertise of their trainers to cut through the noise of #FitTok by offering trustworthy, science-backed advice to inspire and engage new audiences.

This chimes with recent research - featuring insights from over 3,000 digital fitness users - that found the majority use social media to search for serious science-backed fitness content to help them hit their goals. The most popular topics they’re looking for include:

Technique tips
Goal-specific exercise plans
Motivation and inspiration
Nutritional advice
Deals on equipment and merchandise
General health and wellness information.

As the world’s first omni-fitness app, LES MILLS+ bridges the gap between digital and live workouts by signposting users towards your club.

Click here to find out more.

About the author

Hogan Zee

Marketing Associate, Les Mills Asia Pacific

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