All the willpower in the world can’t out-muscle the seismic and subtle shifts currently shaking the global stage of fitness as we reconcile change, while expanding our wingspan to include wellness.
There’s more going on under the hood than we realise. Overzealous projections by F45 et al, the rollercoaster of crypto and non-fungible tokens, and connected fitness – drafting behind Peloton – made for interesting headlines and funding headwinds. Claims that 30 per cent of our market is being shuttered are only the tip of the iceberg.
Memberships are skewing younger, some members are attending more, others less. High Value, Low Price (HVLP) clubs are experiencing the ‘Roaring ‘20s, well-capitalised brands are scaling, big brands are buddying up and technology is stacking as we carry-on and consolidate. Expectations are transmuting and more organisational carnage will occur before we nestle into a new norm.
Boundaries have blurred. With geopolitical issues bleeding through continents. The work-life balance has melted and gender-fluidity has found a new era of acceptance. Real life experiences are back beating digital classes at a 60/40 split. Equinox is mixing things up with ‘omni-multi-channel’ with 30 per cent of its digital content being consumed by members while inside the clubs.
Atomic habits
As an industry we’re running a marathon, so draw your shoulders back, keep your eyes on the road ahead, carbo-load for the long haul, celebrate your milestones, and remember that tiny changes in foot strike and mindset can yield remarkable results at the finish line. If you need some pep in your step, inhale the 2021 bestseller, Atomic Habits by James Clear to appreciate the impact of little things done daily.
Take the lessons from the last 36 months of high winds and uncertainty. Look beyond the correction of the next 12-24 months. Lean into efficiencies gifted by technology and expect tech to start bringing real change. Modern medicine has extended our life, but we have not extended our health and the former without the latter is an expensive exercise in existing.
Lock arms with your colleagues in business and industry. Chase change with the same ferocity it seeks you. Unlock latent value to serve your members in new and interesting ways. In the end, we all need to belong, and we all want to matter.
Set your sites on the horizon! If you shoot short, you’ll end up sitting on your meaningless milestone while the rest of the cavalry gallop by.
