The Gym of the Future Is Here.
See what’s changing and where operators are investing.
Lauren Parker has been in B2B print and digital publishing her entire career. She has written thousands of business articles on consumer trends, retail, supply chain, lifestyle and apparel, interviewed countless C-suite executives, and attended too many trade shows around the world to count. She is currently a contributor to Athletech News covering industry trends, and recently left Penske Media/Fairchild Media Group (WWD, Sourcing Journal) to join Hertzman Global Intelligence as director of content. Her freelance articles have appeared in The New York Times, Washington Post, Northforker, Southforker, among many others. She holds a Bachelor of Science in Communications from Cornell University.
The gym may only get an hour of a member’s day, but fitness operators have 23 more hours to build the community, connection and habits that keep them coming back.
Are studios spending too much time pursuing leads who are already engaged and not enough time on those who have gone quiet?
Fitness clubs are leaving the vast majority of phone leads without follow-up, highlighting how AI agents can help capture missed opportunities while reducing repetitive work for staff.
From Yuma, Arizona to Ocala, Florida, a new generation of growth markets is emerging as population shifts, consumer behavior and fitness saturation reshape the U.S. expansion map.
Let wellness and fitness entrepreneur Jennifer Cohen be your “entrepreneurial and motivational” trainer.
A declined credit card isn’t necessarily a collections issue, but rather a chance to save recurring revenue before that member walks away.
Gym shoppers don’t clock off when the sales team does. Operators have a growing opportunity to turn late-night searches into tours, and eventually, memberships.
Data from events company Sweatpals shows that while consumers increasingly crave IRL experiences and connections, cities each have their own definition of fun.
Every August and September, members’ routines change, gym attendance drops and cancellations rise. But the back-to-school “churn cliff” need not be an annual inevitability.
Any operator who thinks recovery is just for elite establishments should check their assumptions at the (red light sauna) door.
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