Dear Fitness Professionals

The fitness industry has changed so much over the last 10 years, with the popularity and global expansion of the 24-hour model, niche training facilities and even online coaching and training.

We believe the most significant growth areas for the fitness industry in 2018 will be the franchised 24-hour clubs and also clubs offering cheaper membership as well as personal trainers offering small group fitness.

High intensity, “go hard, go home” type training facilities will still be very much in vogue in 2018. F45, the Australia fitness brand is the perfect example with dozens of new studios opening across the country. Obstacle course events and training will also continue to rise in popularity.

Technology is also going to another level and will continue to be a huge point of difference over the next few years. Many health club operators will be left behind refusing to change with the times.

In 2018 there will be a continuation of price discrepancy with many fitness businesses dropping their prices whilst other businesses offering a more premium high yield product or service.

Health clubs both big and small will explore more options for their members and clients like bio-tracking software solutions, allowing people to track their activities both in and outside of the facility. This provides another level of accountability and paints a true picture of their members’ and clients’ fitness levels.

There has never been more choice for the consumer than there is in 2018 to get more active. Being an average fitness business with no real points of difference means it will be extremely challenging to not only survive within the next three years but also thrive.

2018 will be a big test for the fitness industry with what we refer to as the Geographic Wake-Up Call. Long gone are the days where health clubs would combat monthly attrition with a more sales mindset! Any bricks-and-mortar fitness business will only ever have a certain geographical radius in which it pulls it leads from.

After a certain amount of time these leads tend to dry up because the pool in which they market to is shrinking. The more competition that comes into your geographic area, be it the same brand as yours (this is called brand cannibalization), other brands, independent clubs and even personal training studios, the more your pool empties out.

Unless more people move into you geographical area in the form of corporations and housing (which includes apartments), the pool of potential members and clients will only continue to drop like water in a pool when you start to empty it out.

With this in mind, a focus on member and client retention will rise enormously in 2018.

Competition within the global fitness industry is increasing at an alarming rate. With increased competition, the cost of acquiring new members and replacing lost members is rising, thus making member and client retention more important than ever.

We say for business sustainability bring back high-level customer service and watch your fitness business succeed and stand out from the pack in 2018!

Frank Smarrelli and Brad Cusworth

Directors – Marketing for Gyms & Personal Trainers