ISSA at the Forefront: Educating for a Wellness-Driven Future
Partnership
Sponsored By ISSA
The future of fitness isn’t just about physical workouts; it’s about creating comprehensive wellness experiences that resonate with consumers’ evolving lifestyles and preferences
The fitness industry is at a crossroads, navigating the rapids of change. The pandemic has spurred a shift from traditional gym models to holistic wellness offerings, bolstered by technology.
As the industry enters a new era, agility, innovation, and an understanding of consumer needs are essential for success. The future of fitness isn’t just about physical workouts; it’s about creating comprehensive wellness experiences that resonate with consumers’ evolving lifestyles and preferences. For fitness leaders and entrepreneurs, this is an opportunity to redefine the industry, making it more inclusive, technologically advanced, and wellness-oriented.
The International Sports Sciences Association (ISSA), deeply versed in the ever-advancing realm of fitness education, understands the future of gyms and the significant impact of current advancements on fitness professionals, drawing on years of field experience across the industry.
From post-pandemic recovery to AI and personalized, purpose-driven fitness solutions, ISSA’s Chief Growth Officer, Craig Bradley, envisions a future where the fitness industry must adapt to new technologies, evolving consumer demands, and a broader understanding of health and wellness. This environment is where tomorrow’s successful fitness professionals will flourish.
Post-Pandemic Shifts & The New Hybrid Model
Describing the industry’s evolution and future direction post-2020, Bradley expresses a sense of relief.
“There’s been a swift return to brick-and-mortar, which is evident,” he notes. “During the pandemic, there was significant promotion, with many brands offering convenient at-home options. The demand persists, but it’s now matched with a substantial influx of people returning to social interactions.”
Bradley observes a consumer craving for interaction in “three-dimensional facilities,” with hospitality and service-oriented businesses rebounding. For fitness, this includes a push toward a more hybrid balance.
“Consumers now seek more convenience, boutique offerings, high interaction, and social experiences,” Bradley explains. “This will be paired with a movement toward hybrid use, mirroring their working habits.”
He points out that, five years ago, people typically worked out before or after work. Now, with more flexible work locations, they ideally exercise at their convenience.
“The movement will evolve where club offerings need to align with 24/7 access, rather than just pre- and post-work peak times.”
The Role of Tech & AI
Artificial Intelligence (AI) is set to revolutionize fitness experiences, mirroring trends in daily interactions with devices like Alexa or Siri. Bradley foresees seamless integration of home-based workouts with gym sessions, facilitated by technology. Wearables and fitness apps are increasingly central to tracking and personalizing workouts, suggesting a more engaging, data-driven approach.
“These advancements offer convenience and create a more engaging and customized fitness journey,” Bradley says. “Cross-location connectivity between home and gym activities is anticipated. Ideally, I can get credit for my activity at home, supplementing what I do at the club. People seek reinforcement, motivation, and ways to track their workouts, balancing an increasingly sedentary lifestyle.”
Bradley envisions a future of metric-driven wellness and a “dashboarded” life, empowering people towards healthier living. Fitness professionals will need to develop skills to support this.
Specialization & Upskilling
Forecasting future gym personnel, Bradley uses the example of search engine optimization, where “wellness” outnumbers “fitness” five to one. Fitness professionals must align with consumer desires.
“Not everyone wants to be fit, but everyone wants to be well,” he states. “The trainer of the future will need knowledge in nutrition, mindfulness, and possibly biohacking. It’s evolving to be more cerebral than just physical, focusing on life balance.”
Bradley mentions the challenge gyms face in attracting trainers.
“During COVID, most clubs either furloughed staff or closed, so trainers found alternate income sources,” he says. “Bringing them back to a corporate environment is challenging.”
In response, ISSA provides a “supply chain of recruitment” to populate gym floors with qualified, educated professionals.
“Clubs will always need trainers,” Bradley says. “But trainers are evolving from just physical fitness personal trainers to wellness coaches, encompassing recovery, nutrition, mindfulness, life coaching, and more.”
As gyms incorporate more specialized personnel, ISSA stands ready to support them.
“It’s also crucial for clubs to invest in continuous staff upskilling,” Bradley adds. “This will likely increase staff tenure and retention, overcoming the typical 13-month lifespan of trainers. With the narrative ‘learn more, earn more,’ the industry can brighten its future. To enhance specialization, access to learning must increase.”
Industry Adaptation & Evolution
Regarding the convergence of home workouts and gym sessions, Bradley predicts fitness brands will become “increasingly omnichannel,” present both in clubs and homes.
“This benefits both brands and consumers,” he explains. “It reduces the intimidation factor as people become familiar with the user experience, enhancing their knowledge and tracking. This convergence is inevitable.”
Bradley emphasizes the industry’s need to embrace this trend, moving toward a wellness proposition. He also highlights the importance of community building.
“In the brick-and-mortar fitness business, increasing socialization is key,” he advises. “People may leave facilities, but they rarely leave friendships. You tend to go where you feel welcomed, well-socialized, and connected. This will differentiate low-cost providers with functional facilities from high-end, socially engaged options with deep expertise at a premium price point.”
The future focuses on community, embracing at-home workouts, and the tracking mechanisms consumers use (and love).
Navigating the rapidly changing fitness landscape requires collaboration, continuous learning, and a willingness to embrace new ideas. By staying attuned to emerging trends and adapting accordingly, the fitness industry can look forward to a profitable and impactful future in enhancing global health and well-being.
Bradley says, moving forward, purpose is the proposition.
“Depending on what stage of life you’re in, your needs differ,” he notes. “The sectoral demographics are looking for a solution more and more, it seems, towards purpose.”