In 1952 George Reeves was “superman hero” and fitness was about sweat, lifting weights and running outside (the first treadmill was invented for dogs circa 1811)
In 1969 Simon and Garfunkel sang “Where have you gone, Joe DiMaggio? Our nation turns its lonely eyes to you, woo, woo, woo.” and super heroes were no longer “Cool,” treadmills for humans wouldn’t even exist until 1991. And in our fitness industry we might say today: “You’ve come a long way, baby.” (a slogan used by Leo Burnett Agency, that tapped into the “Women’s Lib” female consumer’s mindset.” Life’s evolution can be charming, and here we are, twenty-five years later, and you didn’t hear it first from me that ‘holistic wellness services are morphing with fitness-services,’ taking these industries to the same place. Physical, spiritual and mental health are critical in these times of uncertainty, and leading to one comprehensive wellness industry.
Kudos to Akron General Health System, who in 2015 had built “Health & Wellness Center,” bringing together outpatient services, stand-alone ER, radiology, sports medicine, physical therapy, and a lot more. Today several hospitals and fitness centers are healthcare therapeutic wellness centers, offering therapy prescribed by doctors and even mindfulness classes, stress management sessions and more. The focus is on building a solid body and nurturing a well-balanced mind.
Healthcare EHR data, Biometric data, Gen-AI LLMs and apps, wearables collecting personal analytics, and augmented/virtual reality are transforming how fitness works. In 2024, the industry will embrace technology to provide personalized data-driven “Story-telling” and enhanced fitness experiences. From biometric data informing customized workout routines to AI algorithms tailoring wellness and nutrition plans, Gen-AI technology is making this comprehensive-wellness hyper-personalized and potentially far more effective.
Mental health, Inclusivity, Sustainability and Connectivity for all
Spiritual and mental health are closely linked with physical health. Growth of mental wellness services in the fitness industry such as mindfulness, stress management resources will become standard offerings at comprehensive wellness-fitness centers. Empowering everyone to recognize and address their psychological and emotional health will become a standard requirement. “Health & Wellness Center,” bringing together outpatient services, stand-alone ERt, radiology, sports medicine, physical therapy, and a lot more. Today several hospitals and fitness centers are healthcare therapeutic wellness centers, offering therapy prescribed by doctors and even mindfulness classes, stress management sessions and more. The focus is on building a solid body and nurturing a well-balanced mind.
Hyper-Personalization through Gen-AI technology
Healthcare EHR data, Biometric data, Gen-AI LLMs and apps, wearables collecting personal analytics, and augmented/virtual reality are transforming how fitness works. In 2024, the industry will embrace technology to provide personalized data-driven “Story-telling” and enhanced fitness experiences. From biometric data informing customized workout routines to AI algorithms tailoring wellness and nutrition plans, Gen-AI technology is making this comprehensive-wellness hyper-personalized and potentially far more effective.
Mental health, Inclusivity, Sustainability and Connectivity for all
Spiritual and mental health are closely linked with physical health. Growth of mental wellness services in the fitness industry such as mindfulness, stress management resources will become standard offerings at comprehensive wellness-fitness centers. Empowering everyone to recognize and address their psychological and emotional health will become a standard requirement.
In 2024 going forward, wellness is needed for everyone on this planet, Fitness organizations must become more inclusive and provide accessibility to all individuals, of all ages and capabilities, even those that will use dentoskeletal equipment to walk and receive therapy.
Spa-like wellness experiences will become a mainstream trend. Fitness retreats via cruises, and luxury wellness events will become more mainstream. In 2024, specialty wellness providers will offer workouts and fitness events, and personalized networking opportunities to build fitness community. Adaptive geriatric fitness offerings, and therapy-specific rehabilitation are for everyone who needs it and must be provided by the comprehensive wellness-fitness community to permit everyone the benefit from exercise.
Chiropractic-Therapeutic wellness organizations
Chiropractic physical therapy organizations also offering Pilates fitness services are emerging as evidence-based exercise solutions people with specific medical rehabilitation requirements. The wellness industry will offer more personalized, technology-driven therapeutic services, focused on rehabilitation and preventive care.
The fitness industry is evolving into an experience industry. It's not just about working out; it's about creating memorable, immersive experiences. Forest bathing, camp-style workouts, and seasonal training rituals are just a few examples. These experiences build a sense of community and a deeper connection with nature, others, and oneself.
Cultivating Disruptive Innovation Entrepreneurial Mindsets
One might ask, how will this evolution get enabled from today’s mindset which is far from the converged-wellness industry? Will it be a natural evolution? Over the years, man has understood that entrepreneurship is a learned trait that involves risk. Entrepreneurship began thousands of years ago as Europeans expanded trade routes to China and other places.
It was a risk that provided opportunity. In the 18th century Richar Cantillon an Irish-French economist, is credited with defining entrepreneurship — and entrepreneurs — as an economic force that drives development
The melting pot of early America provided the same risk that brought people here for religious freedom. And the evolution of entrepreneurship has redefined America's economy over and over. Michigan State University's entrepreneurship program is well known, and its’s innovation resources help students succeed before and after graduation, regardless of career choice
The SAI6-Accelerate™ Disruptive Innovation (DI) and Gen-AI Readiness training program is focused on the principal that radical, disruptive innovation is a discipline that can also be learned, and without going to school at night. "Disruptive innovation isinnovation that creates a new market and or value network, entering at the bottom of an existing market and eventually displacing established market-leading firms, products, and alliances.” DI was invented’ by the Harvard Professor Clayton Christensen in 1995. In 1986, DI was explained in Richard N. Foster's book "Innovation: The Attacker's Advantage" and other papers he wrote.
It's a SAI6™ principle that DI starts with an open mind and positive attitude, and that “undesirable things going wrong” are just opportunities for someone to fix. DI requires development of very focused active listening, in all of life’s circumstances. Technology plays a key role in disruptive innovation by transforming how consumers and businesses function. In our era, this is Gen-AI and 5G Advanced cellular, evolving to 6G. SAI6™ also applies core continuous improvement principles of Six-Sigma, and awareness of the risk of Gen-AI identity fraud.
SAI6™ has the training experience and knowledge foundation to deliver a surprisingly efficient common sense “Disruptive Innovation Mindset” training program It is branded LCoE™ because it is lean and accelerated and teaches how to recognize and improve Centers of Excellence in any size organization. With the advent of Gen-AI venture capital money financing Gen-AI tools for every aspect of business today, knowing such tools exist is the first step towards using the right combination for your organization.
Personalizing service today, be hospital pre-op, or post-op therapy, or exercise programs for Gen-Z, or “3D-body scan exercise-routines designed for 50-year-ole-female-personas, we will find that cultivating award-winning customer service, with amazing Gen-AI platforms like NICE or Dynamics-365, for national level healthcare or insurance organizations will pay large dividends. Just as using Hubspot, Salesforce, or Zoho CRM will have great payback if organized properly from the start. Customer Service is just one of many centers of excellence reviewed in LCoE™ workshops and “Disruptive Innovation trainings.”Deep Wellness and fitness industry convergence is unstoppable!
In 2024, wellness’ convergence with fitness has become an unstoppable movement. The notion of body neutrality is encouraging us, giving us space for body things that previously felt like huge problems, and being able to let it be OK, even if it might need disciplined work. Branding at Planet Fitness the “no judgement zone,” are organized to assure people they are OK to come and workout, even if they didn’t do it for many years. Starting the journey is what counts, and then staying of some program Holistic designs of fitness spaces can and will create more enjoyable training experiences. Fitness and wellness centers will become more about personalized, holistic sustainable journeys. And industry leaders need to recognize the need for employee training in Gen-AI and Disruptive Innovation leadership, without authority.
The top fitness provider leaders of 2024 will encourage their organizations towards this vision of comprehensive wellness, and of proactive physical and mental health service needs for their members and their employees. Gen-AI and 5G-Advanced technology integrations have the potential to sustain a hyper-personalization of continuously improving services in this movement towards increasing inclusivity. Creating disruptive immersive wellness-fitness experiences will become the norm. Leaders in this industry recognize the need for regular personal development training, to meet the evolving needs of consumer wellness. This disruption for the good of many will bring about a new era of understanding and the potential for a healthier world with a deeper sense of wellness and spirituality for everyone.
