Matt McGunagle convened a session at the Motivate Summit with the post-it note you see above. These are his notes from that session and a small glimpse into an optimistic future.
I led a group conversation on this topic recently at the Motivate Summit in Salt Lake City and wanted to share my thoughts, and the thoughts of others, with the rest of you. Feel free to leave your thoughts in the comments section below to keep the conversation going!
The credibility of fitness and health professionals will continue to grow and which will allow for the industry to have a bigger impact. A higher barrier to entry will have been put in place. It could be a combination of licensure and mandatory mentorship. Fitness consumers will prioritize spending money for in-person and online training and value the long-term relationships built over the short-term fitness purchases sold to them in previous years.
The fitness market will move away from selling the same shit to the same people over and over. As a result the fitness industry will continue to grow far beyond the 50 Million Americans who pay for access for a health club or gym at this point in time. Gyms and fitness professionals will continue to tap into the markets that were previously ignored by the fitness industry and create new fitness aficionados like never before. Hi Mark Fisher Fitness.
The fitness journey for consumers and coaches will adjust back and forth between in-person and online training. Ideally consumers will pay for in-person training to learn good technique/form, fall in love with fitness, and find a community. At a certain point the community will not match the goals/needs of the individual and online coaching will allow that individual to easily find the best coach for them. As fitness consumers continues along their fitness journey they will go back and forth between in-person and online depending on what is the most convenient at the time.
It will become normal for baby boomers to lift heavy ass weight. Kettlebells will be everywhere.
There will be more community and garage gyms. Dan John’s garage will still remain the top rated gym in America.
Gyms will have more squat racks, deadlift stations, free weights, and less cardio machines. Thank the lord!
Companies will prioritize the health and fitness even more for their employees. Kettlebells, foam rollers, and TRX bands will be common in most offices. The higher end companies will pay trainers to come in weekly or daily to lead quick and fun movement and strength sessions.
The influencers in the market will adjust or change. There will be less of a focus on sports fitness and more of a focus on general fitness. Sports will still be the most innovative area of fitness and best testing ground for new ideas in fitness and health, but will not have the impact they once did. <- I think I stole this thought from a group conversation with Dan John.
Tech will have connected fitness professionals and consumers like never before. Consumers will be able to easily find the best trainers and gyms for their needs. Professionals will have tools to take care of the more tedious work and can focus on their client and building a relationship. They can focus on getting results, instead of being distracted by something else.
TL;DR – Bigger market and impact. More tech. More kettlebells. Much happiness.
These are just a few of my thoughts, but I’d be happy to hear yours. What am I missing or overlooking? What do you disagree with?