{"id":14654,"date":"2025-01-30T02:47:07","date_gmt":"2025-01-30T02:47:07","guid":{"rendered":"https:\/\/dmsretail.com\/RetailNews\/the-state-of-canadas-fitness-industry\/"},"modified":"2025-01-30T02:47:07","modified_gmt":"2025-01-30T02:47:07","slug":"the-state-of-canadas-fitness-industry","status":"publish","type":"post","link":"https:\/\/dmsretail.com\/RetailNews\/the-state-of-canadas-fitness-industry\/","title":{"rendered":"The State of Canada’s Fitness Industry"},"content":{"rendered":"

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As the world emerges from the pandemic crisis, the fitness industry is finding itself at a pivotal crossroads.\u00a0<\/p>\n

The global health emergency forced gyms, studios, and wellness centres to close their doors for months, accelerating a shift toward digital fitness solutions. While some businesses struggled to survive the initial impact, others found innovative ways to adapt, sparking new opportunities and reshaping consumer expectations.\u00a0<\/p>\n

Now, with the pandemic crisis history, the fitness landscape is being redefined, with both challenges and opportunities on the horizon.<\/p>\n

For many gyms, retaining members who turned to at-home workouts during the pandemic remains a critical concern. Consumers have become accustomed to the flexibility and convenience of virtual classes and on-demand content, and some are reluctant to return to in-person sessions. However, these shifts also present a chance for the fitness industry to expand its offerings, blending digital and in-person experiences in ways that cater to a wider range of preferences. Moreover, increased focus on mental health and wellness during the pandemic has driven a surge in demand for holistic fitness experiences, pushing the industry to rethink its role in promoting overall well-being.<\/p>\n

Looking toward 2025, several trends are expected to dominate the fitness industry. First, hybrid fitness models\u2014combining in-person and virtual classes\u2014are set to continue growing, offering customers more flexibility and convenience. Wearable tech will play an even larger role, with more advanced devices providing personalized insights to help users optimize their workouts. Additionally, sustainability will be a key focus, with eco-conscious gyms and fitness products gaining popularity. Mental health integration will also become more prevalent, as wellness programs expand to include mindfulness, stress management, and emotional well-being, reflecting the evolving understanding of fitness as a holistic lifestyle.<\/p>\n

In this Special Report, Retail Insider talked to some fitness industry experts to get their thoughts on the current state of the sector and the key trends to watch for this year.<\/p>\n

Blake MacDonald, President, Orangetheory Fitness Canada<\/strong><\/p>\n

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\"Blake
Blake MacDonald<\/figcaption><\/figure>\n<\/div>\n

Reflecting on the state of the fitness industry, MacDonald noted, \u201cWe\u2019re still trying to feel our way through it. For 2024, the industry is showing a negative 3.8% compounded annual growth rate over the last five years. The fitness industry has not returned to its prior glories in terms of revenues. I think it\u2019s projected at $4.5 billion for 2024 for the fitness industry in Canada, down from 2019.\u201d<\/p>\n

He said COVID was a big disruptor for the industry and coming out of the pandemic many people were hit with some financial constraints, time constraints. In general, people have less money to spend as consumers. <\/p>\n

\u201cLike a lot of industries I think you\u2019re seeing some contraction in terms of the overall business,\u201d he said. <\/p>\n

Despite the setbacks, Orangetheory continues to thrive, with their studios performing at 85-95% of pre-COVID revenue and membership levels. \u201cWe\u2019re not back to where we were in 2019. We continue to grow year over year, opening new studios and expanding,\u201d MacDonald shared. \u201cThe Orangetheory business model is still on track for growth, and we remain bullish on the future.\u201d<\/p>\n

When it comes to fitness trends, MacDonald highlighted the growing interest in hybrid training\u2014combining strength and endurance workouts. He also emphasized the importance of active recovery and regenerative periods, which has become a critical part of many fitness routines. \u201cNot working out every day, but spacing it out to allow for recovery is gaining traction,\u201d he said. Additionally, technology and wearable devices are reshaping fitness, providing users with more data and insights into their performance.<\/p>\n

MacDonald also pointed to a significant shift in the social dynamics of fitness. \u201cGroup fitness continues to gain popularity. A lot of people are looking for a sense of community,\u201d he explained. \u201cThe gym or fitness studio is becoming the new social hub, replacing traditional venues like bars or nightclubs. This is the new bar. This is the new nightclub. Going to the gym, or going to the fitness studio, and meeting people.\u201d<\/p>\n

Another trend that is reshaping the fitness industry is the focus on mature adult fitness. MacDonald noted, \u201cThere\u2019s a big push towards strength training for those over 40 to prolong their functional fitness and improve quality of life.\u201d He also mentioned the rise of specialized concepts like assisted stretching, where people can have professionals guide them through stretches to improve flexibility.<\/p>\n

As for Orangetheory\u2019s member base, MacDonald shared that there has been no significant change in the demographics since 2019. \u201cWe still have a 70-30 female-to-male ratio, and our average member age is the same as before,\u201d he said. However, he acknowledged the broader industry trend toward attracting older adults, with fitness concepts increasingly catering to this demographic.<\/p>\n

Looking ahead, MacDonald remains optimistic about the future of fitness. \u201cWe\u2019re seeing growth, and I think the industry is evolving with new concepts that resonate with what consumers want today\u2014community, recovery, and results.\u201d<\/p>\n

Tammy Brazier, Senior Vice President, Marketing, Partnerships and External Relations, GoodLife Fitness<\/strong>\u00a0<\/p>\n

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\"Tammy
Tammy Brazier<\/figcaption><\/figure>\n<\/div>\n

Brazier highlighted exciting developments in fitness trends and the growing importance of community, wellness, and mental health.<\/p>\n

\u201cIn my 18 years in the industry, there has never been a more exciting time than right now. That sounds strange given that we\u2019ve come through a pandemic. The pandemic was a huge challenge for many businesses, including ours, and some might say fitness was among the hardest hit,\u201d she said.<\/p>\n

\u201cBut it did something really interesting. Today, we are back to pre-COVID numbers. But we\u2019re seeing more members use our clubs now than we did pre-COVID. Check-ins are significantly higher than it was prior to the shutdown. It\u2019s a clear indication that people are focused on their health and well-being, and that\u2019s a trend we expect to see through 2025 and beyond.\u201d<\/p>\n

Brazier believes the surge in gym attendance is tied to a renewed focus on health, a shift that the pandemic catalyzed. \u201cCOVID heightened the focus on health and well-being for many people, not just physically, but people\u2019s mental health as well,\u201d she explained. \u201cThe isolation and loneliness that many of us experienced during COVID really heightened the desire for community and connection with others. And certainly, we know that fitness has a positive impact on mental well-being.\u201d<\/p>\n

According to Brazier, the fitness industry is adapting to these changing needs by emphasizing wellness beyond traditional workouts. \u201cRecovery and wellness hubs continue to be a big trend,\u201d she shared. \u201cFitness today is about thriving in all areas of life. Our clubs are evolving with the inclusion of recovery studios that come fully equipped with top-of-the-line recovery tools from human touch massage chairs, cryotherapy chair, leg compression sleeves, handheld devices in addition to recovery focused classes all designed to support overall health and well-being. We will have over 30 recovery studios by the end of 2025.\u201d<\/p>\n

Group fitness and community-building are also central to GoodLife\u2019s strategy. \u201cSocial connection is a big reason for people coming to the gym. For many, the gym has become their third space away from home and work,\u201d said Brazier. \u201cOur clubs offer a variety of group fitness classes and challenges as well as performance workouts, and we are always trying to foster a sense of community within the club. It\u2019s like that old TV show, Cheers, where you want to go where everyone knows your name. The challenge is to create environments where people feel they belong and that they\u2019re welcome.\u201d<\/p>\n

Mental health is another focus at GoodLife, with the company actively promoting the connection between physical activity and mental well-being. \u201cFor many GoodLife members, mental health is their top reason for coming to the gym,\u201d Brazier noted. \u201cSometimes a visit to the gym includes a recovery session in a massage chair or hot yoga, just to move and body and to unwind. It doesn\u2019t have to be an intense workout every time.\u201d<\/p>\n

\u201cIt\u2019s a very exciting time to be in the industry,\u201d Brazier concluded. \u201cAs we look at 2025, people are very focused on New Year\u2019s resolutions, but we see growth well into the Spring. It\u2019s really an exciting time to be in fitness. The fitness landscape is thriving, and we\u2019re excited for what the future holds.\u201d<\/p>\n

Stephen Smith, CEO, HOTWORX<\/strong><\/p>\n

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\"Stephen
Stephen Smith<\/figcaption><\/figure>\n<\/div>\n

The fitness industry is entering 2025 with renewed energy, according to Smith. <\/p>\n

\u201cThis is the breakout year,\u201d Smith stated, emphasizing the industry\u2019s recovery from what he described as the \u201cnegative COVID bubble.\u201d<\/p>\n

\u201cIt lasted for about 18 months and was caused by the infusion of massive amounts of liquidity into the economy by almost every government on the planet.\u201d But those savings dried up and hurt the economy, trickling down to every industry.<\/p>\n

The subsequent economic downturn hit the fitness industry hard, but Smith sees brighter days ahead. \u201cI feel like we came out of it maybe three or four months ago, and things are kind of getting back to normal, if you will . . . You can definitely feel the difference in 2025 \u2013 to the positive.\u201d<\/p>\n

As for trends shaping the industry in 2025, Smith highlighted the resurgence of strength training. \u201cCustomers, especially women, are showing a renewed interest in resistance training,\u201d he said. Strength training, including weight training, has always been a fitness staple, but its popularity is surging. \u201cFemales are becoming more and more interested in taking creatine,\u201d Smith noted, revealing HOTWORX\u2019s plans to introduce a creatine supplement designed specifically for women.<\/p>\n

HOTWORX, known for its innovative isometric workouts like hot yoga and hot Pilates, is also expanding its offerings to include more strength training options. \u201cWe have a whole area in our studios with kettlebells, dumbbells, and we\u2019re about to add a new weight machine for glutes only. We\u2019re calling it the Gluteus Max,\u201d Smith announced, reflecting the company\u2019s commitment to evolving with customer preferences.<\/p>\n

Gabriel Hardy, Executive Director, Fitness Industry Council of Canada<\/strong><\/p>\n

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\"Gabriel
Gabriel Hardy<\/figcaption><\/figure>\n<\/div>\n

The fitness industry in Canada is on the road to recovery after the challenges faced during the COVID-19 pandemic, according to Hardy. With almost 1,000 members representing the country\u2019s 6,500 gyms, FIC plays a crucial role in supporting the fitness sector, advocating for its interests, and providing a platform for its growth.<\/p>\n

\u201cThe health of the industry is pretty good,\u201d he said.<\/p>\n

While the pandemic dealt a significant blow to gyms across Canada, with some provinces experiencing closures for up to 18 months in some provinces, Hardy highlighted that the industry is bouncing back. He estimates that approximately 20 to 25% of gyms in Canada closed permanently due to the pandemic, although exact figures are not yet available. \u201cThe big players are still there, but many small gyms struggled to survive,\u201d Hardy noted.<\/p>\n

Despite the setbacks, Hardy remains optimistic about the overall health of the industry. \u201cPeople have become more aware of the importance of health and prevention. The pandemic has made it clear that health is not just the absence of disease, but our ability to cope with it.\u201d<\/p>\n

This heightened awareness of health and wellness has led to increased demand for services focused on longevity, mental health, strength, and overall fitness. \u201cPeople now want to know their VO2 max, take care of their bone health, and focus on strength because we know it\u2019s related to longevity,\u201d Hardy explained.<\/p>\n

Additionally, there has been a noticeable shift in the demographics of gym-goers, with Gen Z emerging as a major force in the fitness world. \u201cGen Z is really, really coming to the gym a lot,\u201d Hardy said. \u201cGyms are full, and while some may have fewer members than before, those who come are attending more often. The sense of community and working out with friends is what keeps them coming back.\u201d<\/p>\n

The fitness industry in Canada is now looking ahead with a positive outlook. As gyms continue to fill up and trends around health, longevity, and community engagement take centre stage, the future of the fitness industry appears bright. \u201cPeople are seeking to live healthier and longer. This is really what we see as a big trend. It\u2019s pretty rare nowadays to have somebody come to the gym asking to lose some weight. It\u2019s not something we see a lot . . . What we see right now is people coming through our doors and asking for mental and physical health.<\/p>\n

\u201cWe are looking at an industry that is prevention that is complementary to healthcare. People are really looking more and more and more as the industry as healthcare. This is a big trend.\u201d<\/p>\n

\u201cThe vibe is really great right now, and gyms are looking to the future with optimism,\u201d Hardy concluded.<\/p>\n