Wellness Redefined: The Fitness Industry’s New Focus
From nutrition and recovery to mental health, the fitness industry is embracing a new, more holistic definition of wellness
Personal training is about much more than writing a detailed program with sets, reps and nutrition tips. Trainers learn early on in their careers that setting exercise goals with clients is the easy part. The hard part is that traditional programming only considers one dimension of wellness – physical – and optimal wellness requires a more holistic approach.
According to the National Wellness Institute, wellness is “functioning optimally within your current environment,” and the organization promotes six key dimensions: physical, emotional, spiritual, occupational, intellectual and social when considering wellness programs.
Over the years, the fitness industry has learned from its collective ineffectiveness in successfully addressing the obesity epidemic, recognizing that more needs to be done to help the “whole person.”
One thing hasn’t changed – people need health guidance more than ever, and personal training brands from all corners of the sector have taken notice and are taking steps to embed wellness principles into their products and services.
The Rise of Wellness
The size of the wellness market worldwide stood at $5.61 trillion in 2022, according to Statista. This figure was projected to grow at a compound annual growth rate of 8.6%, reaching an estimated $8.47 trillion by 2027.
To put this into perspective, in 2022, the wellness market was significantly larger than the gross domestic product (GDP) of India, which was approximately $3.17 trillion. That’s like saying the wellness market is nearly 1.8 times the size of India’s economy.
Consumers are expecting more than just rote exercise routines from their gym or studio experience, and they’re open to trying new things. Bill Davis, CEO of ABC Fitness, told Athletech News that “the average active consumer has a high ‘wellness IQ’ and is interested in new modalities,” citing data from the company’s January 2024 Innovation Report.
“We expect to see a new phase of growth in the fitness industry that incorporates nutrition, recovery and mental health as key parts of the average member’s fitness journey,” Davis shared. “Whether dedicated recovery studios or adding cold plunge facilities to your club, we are seeing the focus shift to overall well-being. The studio, gym or personal trainer is the gateway to more holistic health opportunities for members.”
Workplace Wellness & A New Approach to ‘Fitness
One approach that touches on more than one wellness dimension comes from corporate wellness giant Wellhub, with an indirect focus on the occupational aspect, among others. Wellhub CEO and co-founder Cesar Carvalho told Athletech News that $55 billion of the global wellness economy is spent directly on workplace wellness.
“We’re pursuing a much bigger market – not just fitness but delivering a corporate wellness platform that connects employees to the best partners across all the verticals of wellness – fitness, mindfulness, therapy, nutrition and sleep,” said Carvalho.
Wellhub (which rebranded from Gympass to more fully embrace the wellness movement) has seen “tremendous growth,” according to its CEO, who shared that healthy habits and mental health were two of the platform’s fastest-growing categories in 2023, up 111% and 74%, respectively.
Fitness franchise Snap Fitness, founded in 2003, distinguished itself from traditional full-service gyms by offering “affordable, fast and convenient workout spaces.” Since then, the company has shifted its focus to the positive effects of physical fitness on one’s overall wellness by emphasizing the intrinsic benefits, such as increased energy, reduced stress, improved mood, boosted mental health and enhanced self-confidence.
In an interview for Athletech News, Snap Fitness CEO Ty Menzies said that when he repositioned the brand following the pandemic, he hired a consulting firm to help them better understand their members.
“Everything we were seeing was before-and-after photos, ‘harder, faster, stronger’ and ‘no pain, no gain,’” he said. “That’s very performance-driven language which can be quite daunting for a lot of people who are new to the gym space. We saw an opportunity … (to focus) on exercise from the perspective of how it makes you feel, not just how it makes you look.”
From the mental/emotional dimension perspective, wellness platform Headspace launched a one-on-one text-based subscription service with a mental health coach to help users tackle the pain points of everyday life.
“The reality is that mental health is not linear; in fact, it’s quite the opposite,” Jenna Glover, Ph.D., chief clinical officer of Headspace, explained.
“One day, a person may feel like they can manage anxious thoughts with a simple breathing exercise,” she said. “The next day, they may need to unpack a mountain of emotions. Mental health coaches adeptly assist people in navigating these emotional waves, offering tailored guidance, practical strategies and curated resources to forge a path forward.”
Education Providers Offer Wellness Certs
Fitness certification providers have had wellness in their sights for a few years now, and have been developing courses and specialty certifications, among other initiatives, to keep fitness professionals up to date with key changes in the market.
The International Sports Sciences Association (ISSA) offers a range of options in the wellness category, including a health coach certification, life coaching, DNA-based fitness coach and a certified transformation specialization, which teaches fitness professionals how to “effectively coach and influence behavioral patterns for improved physical, mental and emotional well-being.”
In an interview with Athletech News, ISSA CEO Warren Heffelfinger said his strategic vision for ISSA includes expanding the organization’s curriculum into new and emerging fields of wellness.
“I think we’ve learned more about wellness in the past decade than we did the previous 100 years,” Heffelfinger said. “We’ve seen a remarkable evolution in what constitutes wellness—from basic nutrition and exercise to a holistic approach that encompasses mind, body and spirit.”
The American Council on Exercise (ACE) is also looking at ways to highlight wellness. ACE President and Chief Science Officer Cedric X Bryant said that ACE “characterizes wellness by the active pursuit of lifestyle choices that lead to and support a state of holistic health.”
Bryant added that wellness is multifaceted and is something that everyone should strive for in their daily lives.
“The benefits of health coaches incorporating a holistic approach to health and fitness include the ability to create personalized programs that are tailored to the unique needs, preferences and goals of each client, improved mental health, sustainable lifestyle changes and a deeper client-trainer relationship.”
The National Academy of Sports Medicine (NASM) offers a comprehensive wellness educational suite to personal trainers, including the Certified Wellness Coach, Nutrition Coach and a Behavior Change specialization. Late last year, NASM introduced a mindful drinking course, which was the first continuing education course under the organization’s growing wellness portfolio.
Mallory Fox, DHSc, NASM product marketing manager and a NASM-certified wellness coach told Athletech News that the course helps her give her clients more options.
“Clients often abstain from alcohol as a means to reach their fitness goals; however, when clients feel restricted, they’re more likely to struggle on their journey,” Fox said. “Arming my clients with flexibility and choice helps them reach their goals in a holistic, sustainable way.”
The American College of Sports Medicine (ACSM) offers many professional resources for personal trainers to explore the myriad realms of wellness, including becoming certified as a national board-certified health and well-being coach via its strategic alliance with Wellcoaches, an accredited coach training program founded in 2000.
There’s plenty of evidence that the fitness industry is embracing a more comprehensive approach to wellness, addressing not just physical fitness but also emotional, mental and social well-being. As consumers demand more holistic health solutions, fitness brands are innovating and expanding their offerings to meet people where they are and take them to where they want to be.