A notable shift is underway in the fitness industry as consumers increasingly prioritize community engagement and mental health in their wellness journeys. According to Luke Guanlao, Group CEO of Inspire Brands Asia and owner of Anytime Fitness and Sumhiit Fitness in Asia, feeling embraced by a community and maintaining good mental health are now primary considerations for consumers when selecting a gym.
In an exclusive interview, Guanlao emphasized that a significant number of consumers today actively seek fitness facilities that not only focus on physical health but also foster a sense of community and support mental well-being. Recognizing the growing importance of mental health alongside physical health, he noted, “We find when that exists in an offering, there is an increased retention of such remember to stay with that brand.”
Guanlao highlighted the forthcoming entry of Sumhiit Fitness into the market in early 2024. This new venture is strategically designed to provide efficient, high-intensity, low-impact workouts within a concise 35-minute timeframe. The aim is to cater to the busy lifestyles of consumers while ensuring a delicate balance between mental and physical well-being. “It’s about creating the right balance for a strong feeling of mental health together with physical health,” Guanlao added.
However, Guanlao acknowledged two main challenges facing the industry: market presence and variety. The pandemic-induced consolidation of larger players in Asia has impacted consumer access to fitness facilities. This has paved the way for smaller, more agile studios to fill the void left by these larger entities.
“The pandemic led to a consolidation of larger players in Asia, impacting consumer access to fitness facilities. This, in turn, has created opportunities for smaller, more agile studios to fill the gap,” explained Guanlao, attributing this shift to the challenges posed by maintaining large footprint real estate during and after the pandemic.
Furthermore, consumers are now demanding more diverse and trend-aligned group exercise options, presenting both challenges and opportunities for industry players. Guanlao stated, “Consumers want more for less,” emphasizing the need for larger gyms to continually update their programming and modalities to align with current trends.
Inspire Brands Asia, under Guanlao’s leadership, is also addressing under-serviced demographics, specifically targeting the 50 to 65-year-old age group. While the fitness industry traditionally caters to the 18 to 35-year-old demographic, Guanlao recognizes the untapped potential in tailoring services to older adults. “Our new brand caters to this demographic to provide high intensity, low impact workouts to minimize injury, again, to cater to some of that older cohort, but also to still incentivize Generation X, Y, and Z to also attend our facilities,” he affirmed.
As the fitness landscape evolves, the emphasis on community engagement and mental health is redefining consumer expectations and driving innovation within the industry. The intersection of physical and mental well-being is shaping not only the types of fitness facilities consumers choose but also the way in which these facilities adapt to meet the diverse needs of their clientele.