The fitness industry in New Zealand has seen increased membership numbers and a rise in popularity of class-based activities that promote social interaction. Two key demographic groups that present opportunities are baby boomers and children dealing with obesity problems. However, the industry also faces challenges like a high percentage of lapsed members due to cost and a scarcity of qualified staff and proper facilities. Strategies like offering more classes, sophisticated facility designs, and low-priced services could help attract new customers and address these issues.