Over the past decade, metabolic conditioning and High-Intensity Interval Training (HIIT) have surged in popularity as social media influencers and mainstream media have touted the health and time-saving benefits of these workouts, and gyms and studios have incorporated them into their main service offerings.
But just as with Newton’s Third Law, every action has an equal and opposite reaction, and we’re in the midst of a transformational moment that’s driving our industry from being fitness-focused to becoming more wellness-focused. Recovery tactics and strategies like nutrition, cryotherapy, percussive therapy, and compression devices have grown in popularity for years.
Now, according to the American Psychological Association’s “Stress in America 2022” report, 76 percent of survey respondents “have experienced health impacts due to stress in the prior month.” Young adults reported the highest levels of “overwhelming stress.” Recent market research from Precor found that exercising for mental health is the one of the top three motivators for the general population and is the leading motivator for students.
As a result of this transformation, a new wellness trend has emerged - “Exercise to Energize.” Rather than feeling taxed by their workouts, many exercisers want their workouts to revitalize the rest of their day. Twice as many people reported in a recent market research study that their primary reason for exercising is not burning calories but “feeling healthy.”
A form of exercise that became popular during the pandemic is walking. It’s accessible, inexpensive, low-impact, and leaves exercisers feeling better than when they started. It’s also a good re-entry point for those who fell out of shape during the pandemic or never exercised at all.
Exercising to energize cannot be separated from “exercising for longevity” as people of all ages are seeking not only to improve their stamina, but to train in a way that is gentle on their bodies. Joint-friendly alternatives are as relevant for young adults with sports or life injuries as they are for active older adults who want to keep moving with freedom later in life. Regardless of age, pain-free movements that respect the body’s limits and unique anatomy are paramount.
So what can operators do to help exercisers find success and satisfaction with their fitness facility membership? Here are four strategies:
Show Up for Energy Seekers
Intensity is not the enemy - it will continue to be highly relevant for exercisers and an effective means for weight loss, improving performance, and engagement. However, as the industry evolves to bring more wellness services into gyms, we have an opportunity to expand our services, equipment, and know-how to serve members across the spectrum.
Rethink “Aging” In Your Services and Marketing
The effects of aging are on everyone’s minds -- whether they are 18 or 85. Longevity is a lifelong pursuit; consider how you’re positioning your business’ value for exercisers seeking energy and performance in life.
Evaluate Your Equipment
Audit your strength and cardio floor, and consider how your equipment can serve these members. Do your members understand how to build a walking workout on a treadmill, or how to optimize resistance, speed, and incline on a low impact elliptical to get their best results? In the strength areas, do exercisers understand what equipment, movement modifications, and relative loading is best for their goals?
Review Your Member Services
Review your class offerings and schedule and set up time to speak with your fitness and front desk staff about communication strategies and service offerings for these exercisers. Look for ways for your messages and programming to put less value on traditional measures like calories, weight, and intensity, and more value on how it will make the exercisers feel.
By following these four simple strategies, you’ll be able to energize your facility for exercisers who wish to energize their bodies.
Erica Tillinghast, MS, BA, cPT, brings 20 years of fitness industry experience as a marketing leader, international presenter, product and curriculum designer, and fitness educator. With a background working at fitness facilities and directly for fitness equipment vendors, Erica offers a customer-centric perspective on fitness business success. She is the Director of Wellness Science and Programming at Precor where she works cross-functionally with marketing, product, sales and design teams to introduce new products and invigorate its legacy portfolio.
* American Psychological Association’s “Stress in America 2022” report