This document discusses trends in the fitness industry and opportunities for the future. It notes that while gym membership and overall spending on fitness is growing, the rate of growth is slowing. It identifies four key trends shaping the future of fitness: 1) Wellness becoming a lifestyle rather than just exercise, 2) A focus on holistic health including mental health, 3) Community and social connections, 4) Personalized and data-driven experiences through technology. The document suggests opportunities in boutique, immersive classes, integrating fitness and wellness, using personal data and AI, and disruptive pricing models.

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2. Playingthe generation game:
What’s next forfitness?
28 June 2018
David Caygill
Managing Director, Innovation and Ventures
Iris Worldwide
@davidcaygill

3. More gyms, more
members and a greater
marketvaluethan ever
before.
State of the UK Fitness Industry, Leisure DB, 2018

4. The rate ofgrowth is
lowerthan in 2017 and
the penetration rate has
stayed at 14.9%.
State of the UK Fitness Industry, Leisure DB, 2018

5. Whichwaydowe think the trendwill go?

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And overall spending is increasing, but slower for Gyms

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What isyour growth strategy?
Increase
penetration?
by signing more
members in core
audience
Find new
audiences?
by growing the
category
Diversify
offerings?
to win back market
share from boutiques
and alternative fitness
Flex pricing
models?
and gain market share
through disruption

9. There are 66 million people in the UK
• 4 in 10 of them are aged 25 – 54, the largest group of gym members
Gym statistics: members, equipment, and cancellations, Fitness for Weight Loss, 2015
Office for National Statistics, 2017

10. There are 66 million people in the UK
• But only 14.9% of people in the UK are gym members
Gym statistics: members, equipment, and cancellations, Fitness for Weight Loss, 2015
Office for National Statistics, 2017

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Theyallwant to do more

12. 1 in 10 people are aged 16 – 24, the mainwellness consumers oftomorrow
Office for National Statistics, 2017

13. • The first tribe of true digital natives.
• They are more self-aware, success-
driven, socially-responsible and
globally-minded than any generation
before them.
• Concerned about mental health,
balance and overall wellness- they are
far less likely to smoke or drink.
• 96% own a smartphone, and spend an
average of three hours and 38 minutes
online each day, checking the phone
150 times per day.
• They use social media to fill up time and
to find entertainment rather than to stay
in touch with friends.
• They’re most likely to be found on
YouTube and are much more likely to
use Instagram and Snapchat than the
generation above.
Digital
Drifters
Health isn’t a status symbol
for Digital Drifters: they see
it as an essential part of
their lifestyle. Exercise is
about lowering stress and
enhancing cognition.

14. • Smart, safe and mature – they are cautious
spenders.
• They don’t immediately trust a brand just
because it has a big name. Mistrusting of
adverts, they’re looking for trust, honesty and
the best value.
• Strongly influenced by friends, family and
online influencers.
• They prefer realistic to idealistic – they like to
be engaged by ‘real people’. While older
generations like to follow brands on social
media, Digital Drifters are more likely to
follow celebrities.
• Unlike Millennials, 80% of Digital Drifters
have a greater tendency to buy products that
have a positive social or environmental
impact.
• They are impatient and will quickly discount
those who can’t meet their needs or
complicate their lives.
As
Consumers
They have extremely high
expectations – they are
looking for better, faster
and more fun.
They want to use their
natural creativity to create
their own solutions with
companies.

15. 2 in 10 people are aged 55 – 74, a growing demographic
Office for National Statistics, 2017

16. • The first truly multimedia generation.
• A segment predicted to grow by 41%
between now and 2030.
• They eat more healthily than younger
generations and are the least likely to
smoke.
• Concerned about developing mental
health issues and other illnesses.
• They feel younger than they are, are
enjoying life more than ever but are
still the most sedentary age group.
• Show very limited participation in any
sports except walking.
• They’re embracing digital - 90% use
email every day and 47% use social
media every day. 69% are on
Facebook, 20% on Twitter and 7% on
Instagram.
Mature
Movers
41% of Mature Movers say
that being at their best
physically is one of their
top three life priorities.

17. • Mature Movers hold around 80% of
the wealth in the UK and their spend
has grown by an average of 4.5%
annually for the last 10 years.
• They are discerning consumers and
want brands to look at their needs.
• However, they feel stereotyped as a
traditional group with declining
health, but 63% view themselves as
sociable and 20 – 40% as healthy,
fun-loving and adventurous.
• 89% believe that brands aren’t
interested in them and marketing is
focused on younger generations.
As
Consumers
They are looking for brands
to improve their quality of
life and wellbeing and offer
better solutions with key
emotional benefits.
Lyn Slater, 64

18. 4trends shapingthe
future offitness
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19. Wellness as a Lifestyle
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Rise in athleisure points to
fitness = lifestyle

22. Boutique, immersive, experiential

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Communityconnections create brand love

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Digitallyand physicallysocial

27. What not to do

28. 2. Holistic health
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29. £88,740,000
Cost of mental health to the UK economy every year.
Source OECD.
29

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Meditation meets HiiTto
trainyour mind asyou
trainyour body.

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Personalised DNAbased
nutrition plans

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Cryotherapyfor
pain relief, sports
recoveryand
wellness

33. Beyond membership
33

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payasyou gym:
aggregating and selling
piece meal gym sessions.
Creatingvalue.

36. 36
Mindbodydisruptive
wayto buyand book
fitness andwellness
classes,with dynamic
pricing.

37. Data Driven
Personalisation
37

38. Digital, selfserve

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Thriva offer
personalised
health tracking
based on blood
tests

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AI powered
running coaches
replace personal
trainers

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Run the Rockies inyour
living room.

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Let’s debate, meet the panelists.
Eddie Brocklesby #irongran
Silverfit
Lara Morgan
Entrepreneur
Richard Glynn
87%

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Startups

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David Caygill
Managing Director, Innovation and Ventures
Iris Worldwide
@davidcaygill