Hot exercise trends
Exercise is medicine” declares a publication of the American College of Sports Medicine (ACSM) released only a few days ago. ACSM is the largest sports medicine and exercise science organization in the world with more than 35,000 international, national, and regional members and certified professionals dedicated to advancing and integrating scientific research in educational and practical applications of exercise science and sports medicine. Gone are the days when exercise, particularly a gym membership, was regarded as luxury. Nowadays, it is considered preventive medicine. In countries like the United States, this is a recognized fact, prompting even some health insurers to pay for gym visits. Most companies there also pay or subsidize exercise programs since a law made such a company expense tax deductible.
With the increasing role of exercise in disease prevention and cure, what would the industry focus on? How would the industry adapt to the recession? What does the public expect from the industry?
We look at predictions not only of ACSM but also of the American Council on Exercise (ACE) as well as the International Health, Racquet & Sportsclub Association (IHRSA). ACE is one of the largest fitness certification, education, and training organizations in the world with more than 40,000 certified fitness professionals in 107 countries while IHRSA is the industry’s only global trade association with a membership of over 9,400 for profit health and fitness facilities and over 740 supplier companies in 78 countries.
The yearly survey of ACSM is a result of 1,500 completed surveys from respondents in six continents. Thirty-five potential trends were given as choices, and the top 20 ranked and published by ACSM. While it ranked third in the 2007 survey, experienced and educated fitness professionals was identified as the top trend to watch in 2009.
Addressing Childhood Obesity
How times have changed! I remember that 15 years ago, the medical community was wary of any association with gyms mostly because of the lack of trust in the ability of fitness professionals. Since both industries have to collaborate, focus now is on education and certification to allow the fitness professional to properly adapt to medical prescriptions and guidelines. Next on the list of 20 are trends related to children and obesity and personal training. This is the third year in a row for programs that address childhood obesity to land on the survey’s top five. Personal trainers are more accessible to more people, the survey notes. Strength training and core training complete the top five. Staying strong while aging is becoming a more important motivation. The next top five include special fitness programs for older adults, Pilates, use of stability balls, sport-specific training, and balance training. The focus of sport-specific training is to build an athlete’s strength and endurance while off-season. Balance training involves exercises on a wobble board or a stability ball. The next five trends consist of functional fitness or workouts that prep your body for your daily activities; wellness coaching that supports clients in making behavioral changes for better wellness; and outcome measurements or the trend of measuring progress toward fitness goals as well as comprehensive health programming at work and worker incentive programs. The last two aim to improve employees’ health and lower health care costs. Completing the list of 20 are spinning or indoor cycling, physician referrals, exercise for weight loss, group personal training, and reaching new markets. Group training aims to lower the cost of personal training by accomodating two or three people at the same time. New markets refer to the huge percentage of the global population without an exercise routine or a place to exercise.
Boot Camp-Style Workouts
The survey of ACE concludes that boot camp-style workouts, named most popular workout in 2008, will remain the top fitness trend in 2009. Expectedly, consumers will tighten their wallets when it comes to staying in shape in a struggling economy. “The overarching theme for fitness in 2009 is getting more bang for the buck,” says ACE’s Chief Science officer Cedric X. Bryant, PhD. “Consumers will engage in workouts that provide multiple benefits due to time and economic limitations. We will also see continued trends from 2008 including boot-camp style workouts, technology-based workouts, out-of-the-box programming, and an increased interest in fitness for those who are over 50 years old.”
Boot camp workouts remain popular for providing total-body workouts that are varied, fun, and challenging. Up to 600 calories can be burned per session. In addition to being a great cardiovascular workout, muscles are strengthened through high- and low-intensity exercises such as pushups, squats, and lunges. You don’t typically experience significant muscle fitness benefits in other aerobic exercises. Yoga and Pilates will remain strong, but dance-based classes will be the rage this year. Zumba, a fitness program inspired by Latin dance, combines South American rhythms with cardiovascular exercise. Bollywood, ballroom, Afro-Cuban, and other exotic dance styles are growing in popularity mainly due to shows such as Dancing with the Stars and So You Think You Can Dance. There is also a growing focus on exercise for strength, vitality, longevity, and anti-aging for people over 50 years old as well as the fusion of technology, such as iPods, cardio theater, gaming, Internet and other new inventions to entertain and engage the member. Obviously, the later trend caters more to the techno-manic younger set.
Closer To Home
Deloitte, a leading global audit and consulting firm, was tasked by IHRSA to conduct a survey and publish an annual IHRSA Asia Pacific Market Report. Now on its 3rd annual review, IHRSA acknowledges that the region and the industry felt the effects of the global economic slowdown. According to the report, more than the shrinking source of credit or funding for expansion purposes, the important issue for clubs to address is the improvement of the relatively high churn rates across the region of 70 to 80 percent annually (which means that the club only retains 20 to 30 percent of its members). Those with higher retention rates offer more personalized services and even group social activities both inside and outside the club. Travel time to the gym is also shrinking.
In summary, IHRSA expects to see in the region more consolidation, more sophisticated market segmentation, more local chains extending their reach around the region, growth of fitness trends such as yoga and Pilates, continued promotion and education about personal training, and the trend of monthly auto debit payment facility.
* * *
You reach me at mylene@goldsgym.com.ph or mylenedayrit@gmail.com.
