This committed cohort are keen to derive maximum benefit from their high-intensity and mega-impact workouts every time, which means ‘digging deep’ to extend endurance and smash new PBs (personal bests). This community-minded group is galvanised by sophisticated technologies that facilitate gamified workouts and competitive training, while exceptional programming elevates athletic performance.

Athletes seeking premium and bespoke workouts are now spoilt for choice as stylish and exclusive micro-gyms enable members to slot effective exercise fixtures into their busy schedules. Meanwhile, hospitality and travel operators are appealing to this well-heeled crew with world-class coaching, top-notch equipment, and genteel settings. See also Luxury Leisure Consumer Trends: 23/24 and The Future Members’ Club.

Gentle exercise formats are appealing to movement enthusiasts who wish to incorporate rest, recovery and self-care into their regimens. Believing that exercise needn’t be brutal or draining, the emphasis here is on emotional and even spiritual regulation. This is good news for outdoors as well as mental wellness brands, as nature features heavily in the mindful fitness repertoire.

Curious consumers are seeking workouts that feel culturally and creatively enriching whilst delivering fitness benefits. Here, dance, music and even art are being used as a stimulus for meaningful and enjoyable movement. Meanwhile, consumers are combining creative new ways of working with productive fitness regimes.