David Minton shares his thoughts on how to tackle 2023
Let me start with two opportunities which excite me, could transform the sector in 2023 and help it double in size. These are opportunities which a growing number of operators and influencers within the industry are getting behind.
Around 40 per cent of the population is over 50, with the older population now bigger than the working-age population. The Global Wellness Institute estimates healthy movement for this population to be a billion dollar business, which the fitness industry is currently missing out on.
The Baby Boomer generation is now the largest demographic, with more than 14 million people aged between 58 and 76, while The Silent Generation – aged 77 to 95 – is the wealthiest ever.
Both these generations need healthy day-to-day movement to enjoy their friends, grandchildren, pets and active travel. This personal incentive ensures loyalty and regular attendance. Recent research shows attrition rates among these cohorts to be less than half that of the more faddish 18- to 30-year-olds.
Appealing to this population needs a tweak in programming, particularly the provision of more social offerings, which can be made available during off-peak hours.
Twice as many people own a dog as have fitness memberships, so why not add to the fun by bringing dogs in on the action? We’ve already seen a growth in puppy yoga and outdoor mobility classes, so dogs get a workout too. Owners like doing classes with their pets and dog walking groups make sure everyone gets their 10,000 steps in.
Researchers at the Institute of Healthy Ageing have found dogs help to de-stress owners, along with delivering the benefits of being outdoors and in nature. Personally, I’ve joined the Ramblers Walking for Health group with my dog and have met many people who say they now only attend dog-friendly classes.
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