Here we take a closer look at the future of the fitness industry and the trends to watch out for in 2025.
Hybrid fitness and social connection
In 2024, hybrid fitness and the concept of fitness racing continued to boom with the likes of ATHX and HYROX going from strength to strength, so much so that the latter had to introduce a ballot system for several of their UK events.
In unison, new run clubs continue to pop-up up and down the country, consumers are hitting gym floors more and more, and new formats of sports such as Padel in the case of tennis, are soaring in popularity.
The evolution reflects an ever-building shift towards community-driven fitness ecosystems with consumers being attracted by the opportunity to meet new people, to socialise, and a sense of competition and camaraderie.
New fitness formats are encouraging people to not only get active but to do so together, with an emphasis on building relationships while staying fit. Fostering enhanced motivation and accountability, I see formats based on the cornerstone of social connection continuing to win the day in 2025.
Smart wearables and data-driven fitness
While social fitness is flourishing, with in some ways consumers buying into the relative simplicity of activities like running, going to the gym and Padel (adapted from one of the nation’s oldest and most loved sports), it is inevitable that data and smart technologies will continue to play a major roll in driving the fitness industry forward.
Wearables no longer just track basic metrics like steps or calories burned – they are providing users with in-depth insights into their sleep quality, recovery, heart rate variability, and overall wellness. This comprehensive data allows users to optimise their workouts, recovery, and daily routines based on real-time feedback.
In 2025, I think fitness enthusiasts will increasingly rely on these devices (from WHOOP to Oura and more) to fine-tune their fitness journeys by aligning their training with their body’s specific needs, ensuring they push themselves when ready and rest when necessary.
While consumers are expecting more and more as a result of continued advancements in AI and machine learning, I think user experience, design (with fashion in mind), and sophistication of metrics will help brands cut through in an increasingly competitive landscape.
The Pilates Revolution continues…
Pilates and reformer Pilates concepts have continued to thrive through 2024 where one might predict they’d reach a saturation point; however, I think they are still just getting started.
In the grand scheme of things, and in-particular in the case of reformer Pilates, in the UK at least and factoring a mass audience we are still barely getting to grips (pardon the pun!) with the concept, and I think Pilates will continue to evolve by integrating more technology into its practice, making it more accessible, engaging, and data-driven.
In the US, you already have brands like Reform RX exploring this, and through the continued digitisation of fitness and smart equipment, I think Pilates can continue to push the boundaries.
Globally, Pilates studios and instructors are increasingly using smart reformers and equipment equipped with sensors that track alignment, resistance, and movement patterns which will help those of all levels improve their form and technique while encouraging consumer engagement.
Biohacking and holistic health
While consumers are undoubtedly looking to optimise their workouts, this has continued to evolve where we are now considering our entire well-being and lifestyles, looking to bio hack our way towards instantly enhanced health, and longevity.
In 2025, I see consumers continuing to prioritise their health and wellbeing thinking holistically, with individuals prioritising nutrition including targeted supplementation, and advanced recovery methods.
As perhaps one of the most simplistic and accessible ways for consumers to level-up their holistic health and well-being, I think consumers will increasingly incorporate supplements like electrolytes, adaptogens, and nootropics into their daily routines to enhance energy, cognitive function, and recovery.
I think the electrolyte category is set for continued impressive growth, as consumers recognise their vital role in maintaining hydration, muscle function, and reducing fatigue, especially during intense physical activity.
Sleep and recovery
While sleep and recovery segway several of the trends outlined above, I think they deserve special mention as integral components of a comprehensive fitness regimen which consumers are investing more and more heavily into.
It’s been interesting to see the evolution of both at-home technologies and methods right through to an ever-evolving infrastructure of specialist bricks and mortar recovery studios – from Stretch Lab (stretching arguably being one of commonly practised, historically known and trusted injury prevention/recovery techniques), to Sauna & Plunge more recently.
Meanwhile, as research continues to highlight the profound impact of sleep on muscle repair, mental clarity, and performance, I think 2025 will see a continued shift towards a more comprehensive, recovery-centred approach to fitness and training smarter, not just harder.
If you would like to discuss any of the trends in more detail and what they might potentially mean for your business, get in touch with our Fitness PR team today.