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The fitness industry and the people who earn their livings in it cannot afford to be complacent about their place in the future, according to new research.

'The Future of Fitness' White Paper explores the trends that may shape human fitness and activity, and their effect on the fitness industry over the next few decades. It then outlines the key challenges that confront the global fitness sector as a result.

Issueing a challenge to the global fitness industry the research explores factors influencing the shift, including:

• Permanent connection via the internet is transforming how people do business, socialise and, potentially, manage their health and fitness.
• Personalisation of services is increasingly required by discerning and demanding consumers, and is being made ever more available by advancing technology.
• Convergence, blurring and blending are permanently breaking down and reshaping existing categories of products and services.

Challenges identified include the need for the fitness industry to stay 'fresh, relevant and competitive' by creating and embracing the opportunity that arises from a number of emerging challenges. These include:

• Providing fitness solutions to health problems such as diabetes, obesity or ageing may not be enough to sustain the fitness industry's future.
• Continued innovation in science, medicine and the digital world will have significant impact on how consumers achieve fitness.
• Even the key benefits of today's fitness industry - including weight control and wellness promotion - could be rendered irrelevant by cheaper, easier 'quick fixes'.

The White Paper, researched and written by The Nielsen Company and published by Les Mills International, offers no prescriptive solutions. Instead the White Paper is put forward as a starting point to explore how the fitness industry can thrive as the very definitions of 'fitness', 'health', 'fitness industry' and 'health clubs' change.

Les Mills Founder Phillip Mills notes that in general, the current model asks consumers to fit themselves around a gym-centric machine - yet tomorrow's consumers are likely to be much less compliant.

Phillip believes that future consumers "are less likely to embrace 'fitness through hard work' (and) will want fitness to be shaped around them.

"They will ask our industry to become more people-centric."

In embracing the challenges, Phillip Mills adds "smart businesses will capitalise on the changing demands of articulate consumers. Our industry has the opportunity to lead the change by, for example, helping to ensure that consumers' changing tastes are informed by knowledge and are linked to good health and wellness outcomes."

The global industry is encouraged to download the White Paper and to share it freely with their colleagues and friends, and to comment in the online discussions.

Les Mills will also host a Phillip Mills-led workshop session on 'The Future of Fitness' at the IHRSA Convention in San Diego, California on 10th March 2010.

For more information go to www.futureoffitnesswhitepaper.com

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