Predictions are popular this time of year. I’ve given mine the past few years and most other people with a blog do the same. I think you’ll be interested in where I think the fitness industry is headed and what that means to you. Bottom line – there will be changes and those who are on the front end of them will be the ones to reap the rewards, so here’s what I think you can expect:
The Number of Fitness Bootcamps Will Finally Level Off. There are already a couple thousand fitness bootcamps in North America and that number isn’t going to increase substantially in 2010. What will happen is that the tire-kickers will go back to what they were doing before and the fitness pros that are committed to making their bootcamps work will thrive. So don’t expect to be able to launch a camp and have people instantly flock to you – there’s enough competition now that you’ll have to be on top of your game to succeed.
The Youth Fitness and Athletic Performance Market Will Continue To Grow. It grew during the toughest economy we’ve faced in my adult life and it is poised to only keep growing. Smart fitness entrepreneurs will act on this movement and add profit centers in their businesses to take advantage of this.
There Will Be Just As Many Gyms and Studios That Go Under In 2010 as in 2009. The thinning of the herd will continue for at least one more year as many businesses that were weakened in 2009 will finally bite the bullet in 2010. Those with the most to worry about:
- Studios only offering 1 on 1 training with no other significant profit centers.
- Rec center style facilities trying to cater to everyone.
- Health clubs that have no real point of separation and focus entirely on trying to chase new members.
- A lot of the knock off franchises that have popped up just trying to turn a quick buck by poorly imitating what first-movers created.
- Warehouse gyms that fail to recognize that they are still businesses. Landlords begging for tenants means that a lot of people have been able to get space without solid business plans, and this will lead to some people opening businesses that weren’t prepared.
Apps Will Be The New E-Book. Plenty of people will put out their own iPhone or smart phone app in 2010, but only a few will actually make any money off of what they develop.
EFT Billing Will Finally Take Hold In The Personal Training Industry. Slowly but surely, EFT billing has been gaining traction in the personal training world – but 2010 will be the point that the trainers not using EFT will fall behind those that do.
Specialists Will Surpass Generalists. The fitness professionals that take a quantum leap in their businesses will be specialists. The internet will continue to educate consumers and they’ll seek solutions specific to their needs. Some popular niche markets will be:
- Fat loss (for any specific population)
- Baby Boomers
- Moms
- Diabetics
- Youth
- Specific Sports
- Corporate Fitness
- Busy Executives
Multiple Streams of Income Will Be All The Rage. As the industry shakes itself out, the successful fitness businesses will almost all include these as the core of their business model:
- Results oriented approach – trainers that do a half-assed job will fail.
- Pricing will allow more than just the affluent to be clients – possibly multiple levels of offerings
- Specialists or specialty based offerings
- EFT Based Billing
- Offer more than just training sessions as a means of generating income
A New Trend Will Emerge. Over the last decade we’ve seen ‘functional training’, kettlebells, Cross Fit, TRX and even Zumba (which actually has more traction with the masses than the others) become popular ‘trends’ in the fitness industry. While I’m not trying to suggest that these are fads – they all gained popularity pretty quickly. Some will stand the test of time and others may not – but something else will almost certainly be the new ‘trend’ in 2010.
I can’t say for sure what it will be but I’m hoping Workout Muse is in the running;)
So there you go – my predictions for 2010. I’d love to hear your feedback and also get your thoughts on what you think the big trend of 2010 will be. Share below.
Dedicated to your success,
Pat Rigsby
Pat Rigsby is a Co-Owner of the International Youth Conditioning Association & the youth fitness franchise Athletic Revolution as well as a fitness industry consultant serving thousands of personal trainers and fitness entrepreneurs. Sign up for his fitness business free newsletter to discover proven marketing, sales and business strategies, along with blog updates, news, and more! While you’re at it, follow him on Twitter.
Two quick things…
First, I predict that Workout Muse will be the next “BIG” thing in our industry. It’s foundation is solid with the team behind it and you have an incredible base of raving fans.
Second, I agree that general boot camps will level off, but I believe you’ll see an increase in speciality boot camps…like in the corporate and youth market.
My area of expertise, corporate wellness, is booming. Company leaders are finally waking up to the realization that regular exercise and proper nutrition can increase productivity and create a happier employee, and that’s the bottom line.
Great post. # 1 is RiGHT ON. Thanks Pat.
Pat, you are so on point with this post. I really like the point you made about specialist surpassing generalist. I noticed people are flocking to certain specialty classes or trainers for their specific needs.
Pat, great post. I think your predictions are dead on. And, I hope you’re right about Workout Muse!
I’m 100% certain that Workout Muse will explode in 2010. Just not sure if it will be the top new trend. Based on the success of the iPhone app it certainly seems possible.
I have a few more predictions that I’ll offer up next week too;)
Absolutely right about fitness bootcamps…
What will happen is that the tire-kickers will go back to what they were doing before and the fitness pros that are committed to making their bootcamps work will thrive. So don’t expect to be able to launch a camp and have people instantly flock to you – there’s enough competition now that you’ll have to be on top of your game to succeed.
Reality is going to set in on the average trainer. The hobby liked fitness “businesses” will continue to disappear. The best marketers are going to crush their competition.
The ones that consistently reward referrals…deliver great results AND a great experience…the ones that convert the most leads…the ones that dominate the local media…
The cream of the crop ALWAYS rises to the top. The rest are left floundering at the bottom.
Of course I have to add, more and more fitness pros will take advantage of the easy money that comes from being affiliated with Prograde Nutrition.
Jim
http://NutritionMoneyMachine.com
I agree Jimmy;)
Just met with Curtis Mock and Chris Bachelor from VMG and they are planning on pushing Prograde through all of the clubs they work with.
As we’ve said all along – it’s a no-brainer profit center.
Pat,
You always give the best information. I agree with your predictions also. I am working hard on trying to get involved with the youth fitness in my area. I will be using many of your ideals for 2010. I need 40 more campers to reach my goal of 100 for 2010.
i agree w/jimmy, the hobby type trainers are gonna get crushed and another thing: Those w/knowledge AND powerful business / people skills will take over as well!
peace bruddahs!
EFT and running your business as a business! this will increase the professionalism of your business. We want the pros who are here to make a difference, in their clients lives and their own!
Just like the hundreds of unemployed real estate agents working at gas stations and super markets, You will see a shift in any career field that has a high profit potential. Its what happens when people chase money and instant wealth rather than investing, honing and remaining passionate about their business. I will be glad to see the streets get cleaned up in the fitness industry. I think the hard workers deserve the glory.
Sorry to be a dummy – what does point of seperation mean?
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