Health and Fitness Trends to Watch in 2024
Mindbody + Classpass have launched their yearly wellness trend predictions for 2024 and it is not short of interesting reading. Whilst hardly any hugely surprising trends, we are starting to see a shift in how we look at our health, fitness and wellbeing. We are starting to prioritise our bodies in a different way than pre-pandemic days. We are realising we are not unbreakable and invincible and we do need to invest time and money to prime our bodies for future physical demands. This trend report is very much focused on the American market, but to us it looks very similar to what we hear here in England, so there is definitely some trends to watch this year.
“More and more, consumers are looking for preventive wellness strategies
that not only have short-term benefits”
Focus on Longevity. Health and fitness goals change depending what stage in life you are in. As you grow older the focus seems to be shifting from aesthetics to health and physical longevity. Preserving muscle tissue, increasing bone density and maintaining a good metabolic rate evidently becomes more and more important as we age, and the interest in leading healthy lifestyles and training for longevity seems to be becoming down in ages. Younger people tend to smoke and drink less, focus on their health and wellbeing and have a future focus on their fitness unlike other generations.
Recovery & a Balanced Fitness Routine. Whilst not singled out as a key trend in the report, it is mentioned that consumers will value Recovery and pivot towards a more balanced fitness routine. It’s mentioned that there has been a shift in what people are prioritising when it comes to exercise. People want to incorporate more strength training into their regime, but they also want to make sure it is balanced with other activities, so HIIT, Bootcamps and Tabata type training is being favoured coupled with more low impact training like Pilates or walking. Complementing a balanced training routine is the need for recovery. People are starting to realise the value of recovery to stimulate muscle growth and support fitness longevity.
Community & Belonging. Community belonging is becoming increasingly important, with more than a third of consumers now would favour a wellness business that is known for its community building. It is not a new phenomenon, belonging and community has always been the cornerstone of sports, which is now spreading to other wellness establishments.
Science backed products and services. People are becoming increasingly aware of facts and science when it comes to wellbeing products and services, and consumers will continue to demand evidence backed products. People want to see results, so we are likely to see in increase in expectations on performance
Sleep. The interest in sleep hygiene for an improved good night sleep is on the rise. Living our fast-paced, on-the-go, and high-demand lives, virtually connected to the world 24/7 have made us loose the ability to be still with ourselves. More than half of Americans invest in sleep-aiding products as they realise the importance of sleep for mental and physical performance.
Heat & Cold Therapy. In 2023 a third of Americans tried jumped on the trends to try unconventional ways to improve strength and endurance, including hot and cold therapy. Being beneficial for reducing inflammation, benefiting recovery, repair and rejuvination, the upwards trend for temperature therapy is expected to rise.
