Back to Blog

Embracing the Future: The 5 Biggest Fitness Consumer Trends in 2024 

A Person in Black Shorts Wearing Apple Watch

In the dynamic landscape of the fitness industry, staying ahead of the curve is essential for club owners and operators. As we continue through 2024, it’s important to understand the emerging trends that shape consumer behavior and drive the evolution of fitness businesses.  

From the integration of holistic health practices to the rise of digital platforms and AI, let’s explore the five most significant fitness consumer trends that are reshaping the industry this year. 

Explore the insights uncovered in this blog further in our 2024 Innovation Report: Active Consumer Study Insights & Findings. Download your copy today and discover what the data indicates for the future of fitness.

1. Lifestyle Fitness and Holistic Health 

Lifestyle fitness and holistic health are seeing significant changes. The integration of physical activities, nutrition, and healthy habits into daily life to enhance overall well-being has become a priority. This trend creates new investment opportunities, including corporate wellness programs and integrated wellness services. Consumers are looking to have a broader understanding of health and fitness, which in turn has led to increased spending, more frequent exercise routines, and longer retention rates. 

There’s also a noticeable increase in consumer engagement across various segments. Wellness lovers, who prioritize balancing fitness, nutrition, and mental well-being, have seen a 4% year-over-year rise. Similarly, fitness explorers, characterized by their constant search for new fitness programs and services, have shown a 6% year-on-year increase. However, there are clear differences across age groups. While the wellness lovers segment remains consistent, the proportion of fitness explorers tends to decrease with age, while routine lifers, who prefer stability and established routines, increase as individuals age. 

Data goes on to show that active aging is becoming increasingly important, with 89% of individuals aged 55 and above expressing a strong desire to remain active as they grow older. This demographic represents a significant market segment that values fitness and health-related activities. In terms of spending and usage patterns, households are allocating more funds towards membership dues, indicating a growing commitment to fitness services. Additionally, there’s been an increase in the number of people working out regularly, with a significant rise seen in people who exercise 9 to 12 times a month compared to previous years.  

These trends show that different age groups and demographics are prioritizing and investing in holistic health and fitness practices

 2. Digital Fitness & Hybrid Routines 

The rise of digital fitness platforms and hybrid workout routines has transformed the way people engage with fitness. From online classes to wearable technology, members now have access to personalized workout experiences anytime, anywhere. This trend emphasizes the potential of member apps and wearables to gather rich data insights, enabling clubs to tailor offerings and enhance member engagement. 

The use of wearable technology is widespread, with 55% of gym/studio members tracking their exercise activity using wearables. However, there is variation across different age groups, with Gen X leading at 58% and older Baby Boomers (66+) at 37%.  

Millennials, as digital natives, seek state-of-the-art equipment with integrated apps and tracking capabilities. They value virtual training sessions, personalized workout plans, and digital progress-tracking tools. Gen X appreciates technology’s convenience and prefers online booking systems, mobile workout tracking apps, and virtual fitness classes for flexibility. Social media engagement is crucial for reaching this demographic. 

Baby Boomers show varying levels of comfort with technology. While some are tech-savvy, others approach it with caution. Offering user-friendly technology-based amenities like fitness tracking apps and online scheduling platforms is important, along with support for those less comfortable with digital tools.  

Overall, understanding the preferences and comfort levels of different age groups is essential for gyms and studios to provide tailored digital fitness experiences. 

3. Personalized Fitness Plans 

Personalization has become a cornerstone for fitness business owners, driven by growing expectations for individualized experiences that cater to members’ unique preferences and goals.  

This trend is particularly evident among Gen Z, who value tailored fitness plans accessible through mobile apps or digital platforms. Fitness businesses are increasingly focusing on understanding member behaviors and preferences to offer personalized classes and programs that enhance member engagement and satisfaction. By aligning offerings with generational values and lifestyles, clubs can create a more immersive and fulfilling experience for their members. 

Grow Your Business: Access 2024's Top Fitness Trends Now


To maintain a personalized touch in marketing activities, fitness business owners should consider cause marketing to better resonate with their socially conscious members. By championing social issues important to their community, clubs not only demonstrate their commitment to social responsibility but also foster a sense of belonging and purpose among their clientele. Understanding the values and preferences of different generational segments—from Gen Z’s emphasis on digital presence and personalization to Baby Boomers’ prioritization of health and safety—helps clubs tailor their offerings and communication strategies to attract and retain members effectively

Personalization also plays a crucial role in attracting fitness members by addressing diverse preferences across different age groups. While fitness training studios and group exercise classes appeal more to younger generations, personalized experiences are critical for retention, especially among Gen Z and Millennials. For older demographics like Baby Boomers, personalized attention and guidance, coupled with tailored exercise programs and a supportive community environment, can enhance their fitness journey and overall well-being.  

Leveraging data analytics and technology enables fitness businesses to gain better insights into their members’ needs, allowing them to offer targeted recommendations and promotions that drive engagement and loyalty. 

Get a 360-degree view of your business with ABC Ignite and make data-driven decisions that help your fitness business adapt and grow.  

Learn more today.

4. Growing International Emphasis 

The global spotlight on health and wellness has prompted fitness brands to explore expansion opportunities abroad. With a growing emphasis on physical fitness around the world, there’s a market for catering to diverse demographics. Whether through digital platforms or physical locations, fitness companies are seeking to broaden their reach and attract a wider audience by tailoring their offerings to suit the unique needs of different markets. 

Fitness brands are expanding globally as the demand for health and fitness grows worldwide. One approach involves establishing an online presence, allowing for accessibility across borders and customization to local preferences. Also, many brands recognize the value of physical locations, providing personalized services and fostering community engagement in key cities or regions.  

However, achieving success in global expansion requires an understanding of cultural dynamics, regulatory landscapes, and consumer behaviors across a variety of markets. Through market research, strategic partnerships, and tailored product offerings, fitness companies can effectively navigate these complexities. As the global demand for health and wellness continues to rise, seizing opportunities for international growth requires an awareness of the challenges and a proactive approach to addressing them. 

5. Innovative Technologies (AI & Machine Learning) 

Artificial intelligence (AI) and machine learning are revolutionizing the fitness industry, offering insights that optimize member experiences and business operations. Leveraging this technology is essential for appealing to Gen Z, who predominantly monitor their workouts with either their personal wearable device (56%) or a monitor provided during classes (27%). These devices provide real-time feedback on vital health metrics, empowering their users to make informed decisions about their exercise routines and lifestyle habits. 

The rise of virtual fitness coaches fueled by AI has transformed access to expert guidance, reducing barriers to professional training and support. Whether it’s through personalized workout plans or motivational coaching sessions, AI-powered virtual trainers offer individuals the flexibility and convenience they need to stay committed to their fitness journeys. AI’s impact on the fitness industry extends beyond mere technological advancement—it’s transformed into a new era of personalized, data-driven wellness that empowers individuals to lead healthier, more fulfilling lives. 

Stay at the Forefront of Fitness with ABC Ignite 

The fitness industry is evolving faster than ever, with members seeking holistic wellness solutions and embracing digital fitness experiences. And so, it’s crucial for businesses like yours to stay ahead of the competition.   

At ABC Ignite, we’re committed to leading the charge towards the future of fitness. That’s why we’ve developed cutting-edge solutions tailored to meet the unique challenges faced by businesses like yours. With our gym management software, you’re able to:  

  • Offer premium member experiences with tailored classes and programs that meet members’ needs and goals, in custom branded mobile app. ABC Ignite also helps you give your members flexibility with mobile experiences that are designed to support them on-the-go. 
  • Get a 360-degree view of your business and make data-driven decisions that help you to adapt and grow with live dashboards and reports.   
  • Gain more freedom to build your member base and achieve business efficiency by automating routine tasks like your sales communication. Plus, empower members with self-service for bookings, check-ins, as well as managing health and fitness preferences.                           

Plus, ABC Ignite has been proven to help you collect more revenue faster with our revenue-cycle management and payment options.  

Ready to join us at the forefront of fitness innovation? Schedule a demo today to unlock streamlined operations and elevate member satisfaction. 


#1 club & gym management platform

Get a Demo