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Les Mills identifies three key fitness trends set to shape 2023

Les Mills identifies three key fitness trends set to shape 2023
January 14, 2023

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.

Related Articles

2nd January 2023 - ACSM predicts wearable technology as the top fitness trend for 2023

30th December 2022 - AUSactive survey suggests fitness programs for older adults will be key exercise trend in 2023

9th December 2022 - ClassPass and Mindbody look back at fitness and wellness trends for 2022 

19th November 2022 - PureGym analysis of Google search data reveals 2023’s Biggest Fitness Trends

30th December 2022 - Les Mills Asia Pacific founder Bill Robertson marks 25 years of achievement

29th December 2022 - Les Mills Virtual helping clubs to maximise member attendance and prevent class cancellations

19th December 2022 - Death of Les Mills Bodypump pioneer Mike McSweeney

15th November 2022 - Les Mills launches new global brand campaign asking ‘Who Is Les Mills?’

26th August 2022 - Crowds at Les Mills Live Melbourne confirms resurgence of fitness events

28th July 2022 - Mindbody and ClassPass Mid-Year Wellness Trends Report explains a changing business landscape

13th July 2022 - Whitireia and WelTec spotlight benefits of online learning for Les Mills personal trainer Max Hall

1st July 2022 - IHRSA delegates hear about global wellness trends that will impact fitness

16th June 2022 - Les Mills research compares gym vs digital formats as most effective way to train

13th June 2022 - Asian Anytime Fitness members now able get 24/7 access to Les Mills content

10th June 2022 - Global Wellness Summit spotlights latest trends in wellness metaverse

7th June 2022 - Les Mills Asia Pacific names Primafit as Indonesian distributor of Smart Tech equipment

17th May 2022 - Les Mills Asia Pacific spotlights three potential dangers to fitness clubs

4th May 2022 - Les Mills club partnership offers route to group fitness success

2nd May 2022 - Les Mills announces landmark global dance celebration for BODYJAM

10th March 2022 - FIBO 2022 to focus on future trends in wellness and digitalisation

3rd March 2022 - Global Wellness Summit spotlights trend of urban bathhouses

21st February 2022 - Les Mills Group Fitness programs launched in Laos

8th February 2022 - New Les Mills app takes Body Combat into the metaverse

27th January 2022 - Evolution Wellness looks to Les Mills content to aid member engagement

31st January 2022 - Les Mills Virtual continues to deliver for Launceston gym

10th December 2021 - Les Mills releases The Trip indoor cycling workout into Malaysian market

7th October 2021 - Les Mills launches new omnichannel fitness platform


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