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12 Sep 2020
HCM updates 2020 Fitness Trends with special COVID-19 edition
By Tom Walker
HCM updates 2020 Fitness Trends with special COVID-19 edition
Threat of more lockdowns will drive the growth of digital that can be monetised
Photo: Les Mills On Demand
COVID-19 has changed the world as we know it – and the fitness industry with it.

As a result, operators have had to change their forecasts and suppliers adapt to evolving consumer demands.

What, then, does the future landscape look like for the fitness and wellness industries?

HCM has updated its popular list of 20 Fitness Trends to create a special 2020 COVID-19 edition reflecting the reality of the challenges being faced by operators globally.

Included in the list is the rapidly emerging hybrid gym model, with operators creating live streaming or on-demand workouts to keep members engaged.

Although clubs are reopening, they are doing so under threat of closure through possible second lockdowns, meaning the pivot to a hybrid gym model is accelerating, with software companies and operators working to merge digital and physical into one seamless offering.

This is opening up a new competitive landscape where equipment suppliers, aggregators, content providers and app and software companies compete for market share of the hybrid gym market.

The pandemic has also hammered home the benefits of diversification, with operators moving to establish additional revenue streams.

This includes moves into other sectors, such as mail-order retail, F&B, streaming subscriptions, health checks and health insurance sales.

HCM also expects the sector to offer COVID-19 recovery programmes by upskilling some of the workforce to Level Five and also for decision-makers to focus more enegy and resources on lobbying, to develop more political clout.

HCM 2020 Fitness Trends (COVID-19 edition)

1 Hybrid gym model
2 Outdoor fitness
3 High street gyms
4 Diversification
5 Strength training
6 Fit tech
7 Multi-brand businesses
8 C-19 recovery programmes
9 Overfatness
10 PE
11 Pandemic insurance
12 Mental health support
13 Eliminating male bias
14 Swimming
15 Post-exercise heat
16 Catering for introverts
17 Trim trails
18 EcSOD
19 Lobbying
20 Senolytics

• To read about the top 20 fitness trends identified by HCM, click here.

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