The Leisure Media Company Ltd | Fit Tech promotion
The Leisure Media Company Ltd | Fit Tech promotion
The Leisure Media Company Ltd | Fit Tech promotion
features

Trends: New directions

A number of key health and fitness and wellness trends for 2023 have been unearthed by new insight published in the latest edition of the Mindbody and Classpass Wellness Index, as Megan Whitby reports

Published in Health Club Management 2023 issue 1

Over 17,000 US consumers were quizzed by researchers on their health, fitness, exercise and wellness priorities and habits as part of the new Mindbody and Class Pass Wellness Index 2023.

This annual report is conducted by the fitness and wellness industry tech businesses to forecast the top trends for the year ahead.

This year, Mindbody and Class Pass condensed the findings into five key areas to watch, identifying woman-power, community, nature, wellness and longevity as areas that currently resonate most powerfully with consumers. Read on to find out more...

• You can view the report online at www.mindbodyonline.com

WOMAN POWER
Big female energy: The year of the woman

Whether it’s going to a female-only gym or optimising the body’s hormonal shifts, Mindbody reported that the data clearly showed American women are tapping into their feminine power as never before

39 per cent of women say they prefer women-only gyms or fitness studios, which may be why the number of women who experience “gymtimidation” has decreased this year.

For those who are too intimidated to work out in public, seeing more real and diverse bodies in fitness promotions helps. 24 per cent of women also said that wearing the right outfit (ie proper fitness attire or sportswear) makes them feel less intimidated – a trend that’s particularly popular with Gen Z and millennials.

While periods used to be a taboo topic, talking about menstrual cycle syncing, or aligning diet, exercise and other lifestyle habits with the stages of the menstrual cycle is now becoming an increasingly mainstream topic. 35 per cent of women between 18-50 structure their workouts based on their cycle, with Gen Z and millennials most likely to do so.

The number of American women who say they’re sexually fulfilled is also on the rise. This could be due to the growing number of women who actively seek to improve their sexual wellness with enhancement therapies, coaching or workshops and the like.

Talking about aligning diet, exercise and lifestyle habits with the menstrual cycle is becoming a mainstream topic
COMMUNITY
Strength in numbers: the rise of the wellness collective

According to the survey, the past few years have underscored the importance of connection in our day-to-day lives.

Consumers continue to look to fitness, beauty and wellness businesses as a source of community with nearly half (43 per cent) saying that community is a very important part of wellness experiences.

More than a third are likely to choose wellness businesses that are well known for their community-building activities, and nearly a quarter say they’re more focused on their health and wellness as it makes them feel connected to other people.

Consumers who use integrative health services reported feeling more connected to their communities than those who don’t. Similarly, the more active consumers are, the more socially connected they feel.

The more active consumers are, the more socially connected they feel
Consumers look to fitness and wellness businesses as a source of community / Photo: Shutterstock/Fizkes
NATURE
From the ground up: going back to your roots

Respondents also indicated they’re looking to reconnect with nature, with nearly 40 per cent saying they’re embracing a more natural lifestyle

Consumers are turning to nature, rest and the great outdoors to boost their mental health, with nearly 40 per cent saying they spend time outside to support their mental wellbeing, while 24 per cent do nature walks or forest bathing.

They’re also looking to plants and herbs to reduce stress and improve cognitive function, with more than 4 in 10 Americans having either tried or being interested in trying adaptogens – mushrooms that can reduce negative physiological effects of stress – or nootropics – medical-grade supplements that can support brain performance.

The study found that millennials and especially millennial men are most likely to try these options for optimal health.

Consumers are interested in trying adaptogens and nootropics for optimum health
Consumers are turning to nature in all areas of their lives / Photo: Shutterstock/DimaBerlin
WELLNESS
Gen Z: ‘The Wellness Generation’

Another big trend that kept presenting was that Gen Z and millennials require health and wellness offerings that feel connected, emotional and inclusive.

In almost every way, Gen Z and millennials engage with health wellness more than their mature counterparts, for example, they reportedly spend the most on fitness, salon, spa and wellness services and they’re most likely to work out at least once a week and eat the daily recommended servings of fruits and vegetables.

These younger generations prioritise their mental wellbeing more than other generations, too.

Gen Z and millennials also expect wellness to be a part of the workplace, as they’re more likely to say wellness benefits or perks are important when choosing an employer than other age groups.

In almost every way, Gen Z and millennials engage with wellness more than their mature counterparts
Younger Americans are more likely to work out and eat healthily / Photo: Shutterstock/GuilhermeMesquita
LONGEVITY
Longevity: functional fitness for a longer, more fulfilled life

Encouragingly, the Wellness Index findings suggest longevity could become the ‘new weight loss’.

Consumers report being less concerned with using exercise to control their weight and more concerned with living longer better. In fact, almost a third of consumers (29 per cent) say they exercise because they want to live a long and healthy life – a significant increase from last year.

One way consumers are optimising their health is functional fitness – a type of strength training that prepares the body for day-to-day activities such as squatting, bending, pushing and lunging.

More than half of general consumers engage in movement that prepares the body for daily living, with millennial men the most likely to do so.

Recovery is also a top priority, with nearly half (47 per cent) of Americans saying practices such as stretching and restorative yoga are very important to them.

More than one-third of general consumers have tried or are interested in trying ice baths, while over a quarter (26 per cent) of Americans practice biohacking for peak physical and mental performance.

Almost a third of consumers say they exercise to live a long and healthy life
Functional fitness that enables day to day living is growing in popularity / Photo: Shutterstock Goodluz
Sign up here to get Fit Tech's weekly ezine and every issue of Fit Tech magazine free on digital.
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features

Trends: New directions

A number of key health and fitness and wellness trends for 2023 have been unearthed by new insight published in the latest edition of the Mindbody and Classpass Wellness Index, as Megan Whitby reports

Published in Health Club Management 2023 issue 1

Over 17,000 US consumers were quizzed by researchers on their health, fitness, exercise and wellness priorities and habits as part of the new Mindbody and Class Pass Wellness Index 2023.

This annual report is conducted by the fitness and wellness industry tech businesses to forecast the top trends for the year ahead.

This year, Mindbody and Class Pass condensed the findings into five key areas to watch, identifying woman-power, community, nature, wellness and longevity as areas that currently resonate most powerfully with consumers. Read on to find out more...

• You can view the report online at www.mindbodyonline.com

WOMAN POWER
Big female energy: The year of the woman

Whether it’s going to a female-only gym or optimising the body’s hormonal shifts, Mindbody reported that the data clearly showed American women are tapping into their feminine power as never before

39 per cent of women say they prefer women-only gyms or fitness studios, which may be why the number of women who experience “gymtimidation” has decreased this year.

For those who are too intimidated to work out in public, seeing more real and diverse bodies in fitness promotions helps. 24 per cent of women also said that wearing the right outfit (ie proper fitness attire or sportswear) makes them feel less intimidated – a trend that’s particularly popular with Gen Z and millennials.

While periods used to be a taboo topic, talking about menstrual cycle syncing, or aligning diet, exercise and other lifestyle habits with the stages of the menstrual cycle is now becoming an increasingly mainstream topic. 35 per cent of women between 18-50 structure their workouts based on their cycle, with Gen Z and millennials most likely to do so.

The number of American women who say they’re sexually fulfilled is also on the rise. This could be due to the growing number of women who actively seek to improve their sexual wellness with enhancement therapies, coaching or workshops and the like.

Talking about aligning diet, exercise and lifestyle habits with the menstrual cycle is becoming a mainstream topic
COMMUNITY
Strength in numbers: the rise of the wellness collective

According to the survey, the past few years have underscored the importance of connection in our day-to-day lives.

Consumers continue to look to fitness, beauty and wellness businesses as a source of community with nearly half (43 per cent) saying that community is a very important part of wellness experiences.

More than a third are likely to choose wellness businesses that are well known for their community-building activities, and nearly a quarter say they’re more focused on their health and wellness as it makes them feel connected to other people.

Consumers who use integrative health services reported feeling more connected to their communities than those who don’t. Similarly, the more active consumers are, the more socially connected they feel.

The more active consumers are, the more socially connected they feel
Consumers look to fitness and wellness businesses as a source of community / Photo: Shutterstock/Fizkes
NATURE
From the ground up: going back to your roots

Respondents also indicated they’re looking to reconnect with nature, with nearly 40 per cent saying they’re embracing a more natural lifestyle

Consumers are turning to nature, rest and the great outdoors to boost their mental health, with nearly 40 per cent saying they spend time outside to support their mental wellbeing, while 24 per cent do nature walks or forest bathing.

They’re also looking to plants and herbs to reduce stress and improve cognitive function, with more than 4 in 10 Americans having either tried or being interested in trying adaptogens – mushrooms that can reduce negative physiological effects of stress – or nootropics – medical-grade supplements that can support brain performance.

The study found that millennials and especially millennial men are most likely to try these options for optimal health.

Consumers are interested in trying adaptogens and nootropics for optimum health
Consumers are turning to nature in all areas of their lives / Photo: Shutterstock/DimaBerlin
WELLNESS
Gen Z: ‘The Wellness Generation’

Another big trend that kept presenting was that Gen Z and millennials require health and wellness offerings that feel connected, emotional and inclusive.

In almost every way, Gen Z and millennials engage with health wellness more than their mature counterparts, for example, they reportedly spend the most on fitness, salon, spa and wellness services and they’re most likely to work out at least once a week and eat the daily recommended servings of fruits and vegetables.

These younger generations prioritise their mental wellbeing more than other generations, too.

Gen Z and millennials also expect wellness to be a part of the workplace, as they’re more likely to say wellness benefits or perks are important when choosing an employer than other age groups.

In almost every way, Gen Z and millennials engage with wellness more than their mature counterparts
Younger Americans are more likely to work out and eat healthily / Photo: Shutterstock/GuilhermeMesquita
LONGEVITY
Longevity: functional fitness for a longer, more fulfilled life

Encouragingly, the Wellness Index findings suggest longevity could become the ‘new weight loss’.

Consumers report being less concerned with using exercise to control their weight and more concerned with living longer better. In fact, almost a third of consumers (29 per cent) say they exercise because they want to live a long and healthy life – a significant increase from last year.

One way consumers are optimising their health is functional fitness – a type of strength training that prepares the body for day-to-day activities such as squatting, bending, pushing and lunging.

More than half of general consumers engage in movement that prepares the body for daily living, with millennial men the most likely to do so.

Recovery is also a top priority, with nearly half (47 per cent) of Americans saying practices such as stretching and restorative yoga are very important to them.

More than one-third of general consumers have tried or are interested in trying ice baths, while over a quarter (26 per cent) of Americans practice biohacking for peak physical and mental performance.

Almost a third of consumers say they exercise to live a long and healthy life
Functional fitness that enables day to day living is growing in popularity / Photo: Shutterstock Goodluz
Sign up here to get Fit Tech's weekly ezine and every issue of Fit Tech magazine free on digital.
More features
Editor's letter

Into the fitaverse

Fitness is already among the top three markets in the metaverse, with new technology and partnerships driving real growth and consumer engagement that looks likely to spill over into health clubs, gyms and studios
Fit Tech people

Ali Jawad

Paralympic powerlifter and founder, Accessercise
Users can easily identify which facilities in the UK are accessible to the disabled community
Fit Tech people

Hannes Sjöblad

MD, DSruptive
We want to give our users an implantable tool that allows them to collect their health data at any time and in any setting
Fit Tech people

Jamie Buck

Co-founder, Active in Time
We created a solution called AiT Voice, which turns digital data into a spoken audio timetable that connects to phone systems
Profile

Fahad Alhagbani: reinventing fitness

The team is young and ambitious, and the awareness of technology is very high. We share trends and out-of-the-box ideas almost every day
Opinion

Building on the blockchain

For small sports teams looking to compete with giants, blockchain can be a secret weapon explains Lars Rensing, CEO of Protokol
Innovation

Bold move

We ended up raising US$7m in venture capital from incredible investors, including Andreessen Horowitz, Khosla Ventures, Primetime Partners, and GingerBread Capital
App analysis

Check your form

Sency’s motion analysis technology is allowing users to check their technique as they exercise. Co-founder and CEO Gal Rotman explains how
Profile

New reality

Sam Cole, CEO of FitXR, talks to Fit Tech about taking digital workouts to the next level, with an immersive, virtual reality fitness club
Profile

Sohail Rashid

35 million people a week participate in strength training. We want Brawn to help this audience achieve their goals
Ageing

Reverse Ageing

Many apps help people track their health, but Humanity founders Peter Ward and Michael Geer have put the focus on ageing, to help users to see the direct repercussions of their habits. They talk to Steph Eaves
App analysis

Going hybrid

Workout Anytime created its app in partnership with Virtuagym. Workout Anytime’s Greg Maurer and Virtuagym’s Hugo Braam explain the process behind its creation
Research

Physical activity monitors boost activity levels

Researchers at the University of Copenhagen have conducted a meta analysis of all relevant research and found that the body of evidence shows an impact
Editor's letter

Two-way coaching

Content providers have been hugely active in the fit tech market since the start of the pandemic. We expect the industry to move on from delivering these services on a ‘broadcast-only’ basis as two-way coaching becomes the new USP
Fit Tech People

Laurent Petit

Co-founder, Active Giving
The future of sports and fitness are dependent on the climate. Our goal is to positively influence the future of our planet by instilling a global vision of wellbeing and a sense of collective action
Fit Tech People

Adam Zeitsiff

CEO, Intelivideo
We don’t just create the technology and bail – we support our clients’ ongoing hybridisation efforts
Fit Tech People

Anantharaman Pattabiraman

CEO and co-founder, Auro
When you’re undertaking fitness activities, unless you’re on a stationary bike, in most cases it’s not safe or necessary to be tied to a screen, especially a small screen
Fit Tech People

Mike Hansen

Managing partner, Endorphinz
We noticed a big gap in the market – customers needed better insights but also recommendations on what to do, whether that be customer acquisition, content creation, marketing and more
More features