One year it’s Zumba and the next year, everyone is doing CrossFit! While exercise fads come and go, one thing is clear—more adults are exercising, and doing so more frequently, than ever before. At least three quarters of Americans say they exercise at least once a week! Although 68% of the population gets most of their exercise from walking, for those committed to expanding their workout horizons, there are a variety of new trends to choose from. Here, we examine the fitness trends trainers believe will take off in 2017.
Health and Wellness Trends 2017
Consumers continue to have a growing interest in incorporating technology into their workouts. It can be as simple as fitness trackers and heart rate monitors or as advanced as smart eye glasses designed to show maps and track activity and smart fabrics and interactive textiles that monitor performance. Currently, 30% of consumers are using wearable fitness trackers and about a quarter of those who are not using them say they plan to in the future.
Body Weight Training
Using one’s own weight as resistance is nothing new. But trainers have been developing body weight program that go beyond push-ups and pull-ups for both individuals and groups. Almost one-third of exercise enthusiasts currently engage in body weight exercise due to the fact that little, if any, additional equipment is needed, making it both economical and easy to perform both in and out of gyms.
Most fitness professionals incorporate weights into comprehensive exercise routines for their clients. In fact, 28% of exercisers say it’s a core component of their workouts. For older clients, building muscle helps with balance and aids in maintaining bone health, and it’s not uncommon for those undergoing rehabilitation for cardiovascular conditions and metabolic disease management to include weight training in their protocol.
Millennials view exercise as a social activity, but older Americans are increasingly participating in group programs for similar reasons. More than a quarter of those who work out regularly say that working out with a group inspires and motivates them.
Exercise is Medicine
Exercise is Medicine is a global health initiative focused on encouraging primary care physicians and other health care providers to include physical activity when designing treatment plans for patients. The program is committed to the belief that physical activity is integral to the prevention and treatment of diseases and should be regularly assessed and treated as part of overall health care. This also piggybacks on functional fitness trends that use training to replicate physical activities done around the home to strengthen and improve quality of life for older consumers.
Yoga became a mainstream trend almost 20 years ago, yet it remains a strong trend as the practice has evolved and been re-invented (Yogalates, Power Yoga, AcroYoga, Aerial Hammock, etc..) and accessible to everyone from kids to seniors.
Wellness coaches blend behavioral science with health promotion, disease prevention, and rehabilitation. They work one-on-one with consumers to set wellness goals and provide guidance and encouragement to meet them. Wellness coaching incorporates a variety of lifestyle changes including: healthy eating, mental wellbeing, nutritional supplementation and personal training.
The majority of exercisers, 64%, say that improving their overall health is the main reason they exercise. But more than half still have to push themselves to stay active. That’s where marketers can help! A quarter of consumers say that trying new types of exercise motivates them to work out, similarly, having a daily plan or workout calendar, and tracking fitness workouts also motivate them to keep moving. Brands can offer short workout videos, social media posts with daily tips or workout suggestions, in-store group fitness activities, and other experiences that get consumers excited about exercise.
Women’s Marketing offers brands a suite of marketing services designed to reach consumers at every touchpoint throughout their day, but most important, at those peak moments of interest. Contact us today to learn how we can put our expertise in health and wellness marketing to work for your brand.
Sources: Mintel Exercise Trends October 2016, ACSM Worldwide Survey of Fitness Trends 2017