Boutique Fitness, personal training geared for massive growth in the Gen Z era

According to a new report, the health/fitness club market is expected to reach $302 billion by 2034 and will be driven by Gen Z and millennials.

The door to the age of wellness has been thrown wide open, with predictions that the health and fitness club market will reach $302 billion by 2034, growing from $124.7 billion this year.

Millennials and Gen Z drive these growth projections, leading the next chapter of wellness with a renewed focus on health and demand for personalized fitness experiences, according to a new report from Future Market Insights.

According to the report, people in their 20s and 40s are eager to develop healthy lifestyles and are more focused on wellness than previous generations. One study even suggests that 40% of millennials and Gen Zers may live to be 100, so they think they’ll be around for a while as key consumers.

Overall, Future Market Insights’ findings represent good news for the fitness and wellness industry, especially for boutique fitness and personal training, two areas that are projected for sustained growth over the next decade.

Boutique Fitness Boom

The report finds a growing demand for boutique fitness centers, which particularly resonate with younger consumers. According to Future Market Insights, this has been fueled by “influencer culture”. As younger generations spend much of their day scrolling through social media, fitness influencers have inspired interest in supplements, bodybuilding and wellness treatments.

Peloton has found its way to TikTok, the result of an exclusive partnership that puts its fitness content on the social media platform popular with Gen Z. The deal gives Peloton an avenue to showcase its fitness offerings. fitness connected to the next generation of fitness enthusiasts. .

In addition to a desire for a healthy lifestyle and being inspired by social media trends, younger people are more likely to prioritize fitness and look for ways to connect with others. Jumping on the connection trend, Adidas Training and Bumble teamed up earlier this year to make it easier for gym-goers to connect with each other.

Credit: Adidas

Future Market Insights says this finding offers a unique opportunity for cities, noting that they are an “opportunity hub to realize this fitness potential,” especially since younger people “are primarily commuting to cities to improve their future”.

By offering convenient locations and flexible hours of operation, the report indicates that fitness operators can make it easier to attract this subset of fitness consumers.

It’s an approach that many in the industry have long promoted, such as Anytime Fitness. Even boutique fitness brands have begun offering special unstaffed hours to meet demand and offer flexibility, such as UBX and 9Round Kickboxing, introducing a new business model that satisfies members while reducing labor costs.

Boutique fitness franchise UBX offers 24-hour studio access (Credit: UBX)

High Demand Personal Training Services

The smaller classes and more individualized attention typically found in boutique fitness experiences are also key elements driving Gen Z and millennial interest in the boutique sector, but it’s the ‘aspect of personal training which appears to be the big hook, with a projected CAGR of 9.% from 2024 to 2034.

According to Future Market Insights, demand for personal training is “rocketing”. There are two main factors behind this trend: technology and celebrities.

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Advances in technology have increased user expectations, with consumers looking for customization in every facet: training plans, nutrition and progress tracking. It’s easier than ever to find a personal trainer, especially with apps like TruBe, which provide on-demand, personal fitness and wellness experts at the touch of a button.

Along with the desire to understand perfect form and technique, celebrities are also contributing to the continued interest in personal trainers, sharing images on social media as they train to lead action movies with top trainers.

The rise of GLP-1 weight loss drugs has also led some fitness brands, such as Equinox, to reimagine fitness programming with helpful ways to encourage Ozempic and Wegovy users to combat the loss of valuable muscle mass . This may fuel interest in hyper-personalized personal training services and provide trainers with a significant market opportunity, says Future Market Insights.

Corporate welfare on the rise

Considering that Gen Z will outnumber Baby Boomer employees in the workforce this year and the demonstrated interest in health and wellness among the former, it makes sense for many companies to maintain corporate wellness platforms like Gympass. Plus, as Lifesum has found, younger generations tend to prioritize wellness in the workplace.

While corporate wellness programs may be criticized for not adding enough value to the overall employee experience, Future Market Insights says corporate wellness initiatives are driving demand for fitness and health clubs.

While the report notes that challenges such as high membership fees can pose a barrier to entry for cost-conscious Gen Z and Millennial wellness enthusiasts, high-value, low-price gyms (HVLP) continue to resonate with younger consumers.

Courtney Rehfeldt

Courtney Rehfeldt has worked in the broadcast media industry since 2007 and has been freelancing since 2012. Her work has appeared in Age of Awareness, Times Beacon Record, The New York Times, and has a forthcoming piece in Slate. She studied yoga and meditation with Beryl Bender Birch at The Hard & The Soft Yoga Institute. She enjoys hiking, being outdoors and is an avid reader. Courtney has a BA in Media and Communications Studies.


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