The Fitness Industry Gets a Workout
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Nancy Trent
Gyms are really feeling the pressure these days. Contributing factors include the popularity of weight loss drugs, the FTC getting involved in membership cancellation policies and Gen Z making the most of their membership fees.
So, gyms are upping their game, which was apparent at the recent IDEA World Fitness and Nutrition Expo, an event organized by the IDEA Health & Fitness Association, which took place from July 10 - 14 at the Los Angeles Convention center. Here are the Top Trends spotted at IDEA:
AI Goes Fitness
One of the most exciting trends gaining traction is the integration of virtual reality into fitness routines. Carolina Moraes, CMO of Zumba, believes this trend is here to stay. "Last year, Zumba launched in VR + MR with FitXR. As the hardware becomes lighter and more user-friendly, I think more brands will explore providing mixed-reality experiences. Entertainment is becoming increasingly important in the fitness industry as consumers seek variety and excitement," Moraes explained. It's clear that people are looking for ways to stay motivated and make their workouts more enjoyable and engaging.
However, some traditions remain strong, like in-person classes. "We now know that people don't ONLY want at-home fitness; they want in-person classes too. While one won't replace the other, it's important that they coexist harmoniously," added Moraes.
Making Fitness Accessible Anytime, Anywhere
CoreSpring offers Pilates-inspired workouts that don't require a reformer. Their approach is holistic, affordable and portable, using a direct spring resistance method that enhances wellness. CoreSpring's specialized equipment and tailored classes help build core strength, improve posture and boost overall wellbeing. Their custom app, filled with video tutorials, allows you to enjoy these benefits anytime, anywhere, making it perfect for all ages.
YogaWorks has expanded its much-loved studios into one of the largest online yoga class libraries. Whether you're a beginner or looking for a challenging workout, YogaWorks offers something for everyone. Their weekly live classes provide real-time instruction and a two-way chat with instructors, helping you increase strength, flexibility, stability and mental clarity from the comfort of your home.
Entertainment Focus
XPR Labs is revolutionizing fitness with virtual Taebo, using painless, no-motivation-required VR tools that people love so much that, if exercise isn't their preference, they would want to do it anyway. Their innovations make navigating the metaverse easier while promoting a healthier life outside of it, setting a new standard for generations to come.
Recovery and Adaptive Massage Revolution
GoFit focuses on recovery and plays a key role in the adaptive massage revolution with their patent-pending Revolve Roller. They are the only full-line, at-home fitness brand that combines high-quality equipment with professional training through the GoFit Fitness App. Their range of products includes core and resistance training gear, muscle massage tools, yoga equipment, and trekking gear, offering a complete fitness experience at home.
Women-Focused Nutrition
A clear trend emerged that put women's health at the forefront. With a focus on tailoring fitness and nutrition solutions specifically for women, industry leaders are acknowledging the unique needs of women's bodies and the importance of hormone balance in overall wellbeing. This shift is more than just a nod to gender-specific marketing; it's a recognition of the critical role that targeted fitness and nutrition play in women's health.
One of the standout innovations is Epic-T, a groundbreaking product that challenges the conventional wisdom that testosterone support is solely for men. Epic-T is an all-natural solution designed to address low testosterone levels in women, offering benefits such as increased lean muscle mass, enhanced energy and stamina, and improved libido and mood. Backed by science, Epic-T's formulation boasts an impressive 214 patents, 35 human clinical studies and 72 peer-reviewed publications. Made from natural ingredients, it supports hormonal balance without harmful side effects, proving that testosterone support can be both effective and safe for women.
Mental Fitness
Nano Genesis Labs, a pioneer in the nootropics space, is leading this shift to mental fitness with its cutting-edge formulations, setting itself apart by developing ultra-premium supplements using advanced nanotechnology. The brand's innovation lies in its use of the most clinically researched nano carbon molecule, designed to enhance the benefits of potent minerals on a molecular level. These all-natural products offer a wide range of benefits, working to balance and calm the mind, clear brain fog and improve focus. But, the impact goes far beyond mental clarity.
One of the most exciting aspects of Nano Genesis Labs' nootropics is their ability to promote neuroplasticity, the brain's capacity to adapt and form new neural connections. This is a crucial factor in learning, memory and overall cognitive health. By supporting neuroplasticity, Nano Genesis Labs is not only helping individuals think more clearly but also laying the groundwork for long-term brain health.
In addition to these cognitive benefits, Nano Genesis Labs' products are designed to reduce inflammation, boost immunity, increase energy levels and detoxify the body. This comprehensive approach means that users can experience a cascade of positive effects, from improved mental performance to enhanced physical health, all without the harmful side effects often associated with traditional supplements.
The emphasis on mental fitness and the rise of nootropics reflects a broader trend in the health and wellness industry: the understanding that the mind and body are inextricably linked and that optimizing one requires attention to the other. Nano Genesis Labs is at the forefront of this movement, offering solutions that not only boost cognitive function but also contribute to overall wellbeing.
Bottoms Up
As fitness enthusiasts and experts alike continue to recognize the importance of strengthening the muscles that support our foundation, brands like Glute Slide, Squat Wedgiez and Naboso are developing innovative products designed to target the lower half of the body.
The Glute Slide has quickly become a go-to for anyone looking to sculpt, strengthen and tone their glutes. This cutting-edge device is equipped with a patented push-pin resistance change technology and a first-of-its-kind foot wedge that provides maximal traction. Its robust handlebar assembly ensures maximum stability, making it suitable for users of all fitness levels. With up to 120 pounds of resistance, the Glute Slide is ideal for everyone, from elite athletes focusing on performance training to fitness enthusiasts working out in their home gyms.
Peter Holman, a leading fitness expert, physical therapist and the innovator behind Glute Slide, spoke about the growing focus on glute training. "Glutes are the most powerful muscle in the body," Holman explained. "Aesthetically, it seems like women are now empowered to have muscles and not be stick thin; they want to look strong. This trend started with figures like Gal Gadot and the Kardashians, and the rise of the 'belfie,' a selfie of your butt. All proof that glutes are an obsession now."
But, this trend isn't just about looks. Holman's background in physical therapy underscores the functional importance of strong glutes. "If your glutes aren't strong, you're likely to end up with lower back issues," he said. With Glute Slide, users can take their glute training to the next level, ensuring both aesthetic and functional benefits.
Another standout in the lower body training category is Squat Wedgiez, a unique product that offers an elevated leg workout while reducing joint and back pain. Squat Wedgiez is designed to strengthen the knees, increase flexibility and build muscle mass. The brand also offers a six-week workout program, providing users with a structured path to stronger, more resilient legs.
While glutes and legs often take center stage in lower body workouts, it's crucial not to overlook the feet, the foundation of all movement. Naboso is revolutionizing the way we think about foot health with its small nerve proprioceptive insoles and mats. These products are specifically designed to stimulate the nervous system and enhance movement by improving dynamic stability through sensory stimulation of the feet.
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These Top Trends from IDEA showcase the exciting directions in which the fitness industry is heading. Whether it's the flexibility of working out anywhere, the tailored approach to women's health, the rise of mental fitness or the focus on lower body strength, each trend reflects a deeper understanding of what consumers want and need in their fitness journeys. As these innovations continue to evolve, they are set to shape the future of fitness, making it more accessible, personalized and effective for everyone.
