How to Build a Business That Lasts Beyond the Trends: The Fitness Industry Reset
How to Build a Business That Lasts Beyond the Trends: The Fitness Industry Reset
The fitness industry has seen its fair share of trends—from buns-of-steel VHS (am I dating myself with that one?) to boutique studios to at-home tech, and everything in between. But the real question is: how do you build a business that lasts long after the trends fade? Having worked with industry leaders and started businesses myself, I’ve seen firsthand what works and what doesn’t. Let’s talk about how to create a fitness business or really any business with staying power.
1. Don’t Chase Trends, Solve Problems
The biggest mistake I see businesses make is chasing trends without understanding their purpose. Trends are flashy, but they’re also fleeting. Instead of jumping on every bandwagon, ask yourself: what problem am I solving for my customers?
Take the rise of at-home fitness during the pandemic. Companies like Peloton capitalized on a clear problem—people wanted community and connection during isolation. But as life returned to normal, the companies that didn’t adapt to evolving needs began to struggle. Even Peloton, who had the largest percentage of the market, wasn’t able to adapt as quickly as they needed (and they had made moves during the pandemic that weren’t sustainable). A lasting business identifies problems and evolves solutions over time.
Ask Yourself:
What pain points are your clients experiencing?
How does your business address those needs better than anyone else?
2. Focus on the Experience, Not Just the Product
In fitness, the experience is everything. People don’t just buy memberships or equipment—they buy because of how those things make them feel. Whether it’s the high-energy vibe of a group class or the seamless integration of an app, the experience is what keeps people coming back.
As someone who’s worked in fitness technology, I’ve seen companies get this wrong. They’ll invest heavily in the product but neglect the experience. For example, a treadmill or rowing machine may be impressive on paper, but if the user interface is clunky or the content doesn’t resonate, the product loses its appeal.
Pro Tip: Build your brand around the user’s emotional journey. Ask how your business can inspire connection, motivation, or transformation—then make that your focus.
Side note: one of my favorite business lessons comes from Taco Bell. Maybe not where you think inspiration would come from, but if you ask a room of people how many have had Taco Bell, usually over 90% will raise their hand, yet only maybe 10% of those people (usually less) are their “target persons.” Because Taco Bell speaks so authentically to their target persona, people don’t question the brand; they know what they are and they appreciate it. They will go there because the company knows what they’re doing.
3. Build a Community, Not Just a Customer Base
Community is the backbone of every successful business, but especially fitness businesses. People stay loyal to brands that make them feel like they belong. The brands that thrive—whether it’s a boutique studio or an app-based platform—find ways to foster connection.
For example, boutique studios succeed because they create a sense of intimacy and exclusivity. Similarly, online platforms that encourage user interaction with their instructors through social media as well as through challenges, leaderboards, or live sessions build loyalty. When someone leaves a group fitness class, usually the first three things they talk about are going to be directly tied to the instructor. After that, they will talk about the workout or something else. It’s the community, led by the instructor, that drives them to come back.
Action Steps:
Host events or workshops to bring your community together.
Leverage social media to create a space where members can connect and share their progress.
4. Invest in People
Your team can make or break your business. In the fitness industry, instructors and trainers become the face of the brand. They’re not just delivering a service—they’re creating experiences that drive customer loyalty. The instructor is the product as much as the actual product.
But too many businesses underestimate the importance of training and investing in their people. A great instructor isn’t just skilled at their craft—they understand how to engage, motivate, and connect with clients. What’s different about F45 and Orange Theory? Not enough to really make a difference besides marketing. In the end, it’s the instructor that is going to make all the difference.
Advice:
Offer regular training and development opportunities for your team.
Recognize and reward instructors who go above and beyond in building relationships with clients.
Appreciate your instructors, pay them well, and make sure to give them accolades when deserved.
5. Stay Agile and Plan for Longevity
The fitness industry will continue to evolve, and the businesses that last are the ones that stay agile. That means being open to feedback, embracing innovation, and regularly revisiting your strategy.
However, agility doesn’t mean constantly pivoting. It means staying true to your mission while being flexible in how you execute it. For example, if your mission is to make fitness accessible, you may need to evolve from a brick-and-mortar studio to an online platform, or vice versa, depending on your audience’s needs. One of the biggest mistakes a business can make is not having a well-defined mission and vision as well as understanding their core product. This is what I start with for ALL my consulting clients. Building that foundation makes things easier and increases your chances of success.
Book a free call with me to learn more at my website: [Insert Website Link Here]
Long-Term Strategy Tips:
Conduct annual reviews of your business model and customer feedback.
Experiment with new ideas, but don’t lose sight of your core mission.
Final Thoughts: It’s About More Than Fitness
The fitness industry isn’t just about workouts. It’s about connection, transformation, and creating experiences that matter. Businesses that understand this will thrive, while those chasing trends will struggle to stay relevant.
If you’re ready to build a business that lasts, let’s talk. I work with entrepreneurs and small businesses to create foundations that lead to long-term success. Message me today, and let’s start building your future together.