I was recently to weigh in on the State of Fitness 2022 by Athletech News. Here’s what I had to say —
What are the biggest challenges and opportunities ahead for the fitness industry?
MB: The biggest challenge for the fitness industry is separating what really works from what doesn’t.
There’s a lot of innovation in the space, but also a lot of fear, uncertainty and doubt. The biggest challenge for industry players who are doing meaningful innovation is to stand apart from the noise.
The greatest opportunity for the industry is in improved biosensors. As people have more access to at-home tools, wearables technology, etc. to objectively measure their biomarkers, they’re going to make more informed decisions about the food they eat and the activities they do. I was able to train in 2 years to run a 2:42 marathon (6:10/mile) due to my ability to measure a dozen different factors across my workouts and nutritional intake. Whatever people’s goals are, the ability to smartly access their personal data will help them get there.
What can the health & wellness industry do to ensure a positive post-pandemic rebound?
MB: Focus on products that drive objectively measurable results for people. For instance, at H.V.M.N. we’re seeing double-digit month-over-month growth in demand for our flagship Ketone-IQ product that helps consumers objectively see a dramatic increase in their blood ketone levels. The health and wellness companies that will have the strongest rebound are those that drive tangible outcomes for customers.
How can companies work together to build a better wellness community?
MB: Collaborative product drops are a fantastic way for companies to work together. Co-branded drops and campaigns help cross-pollinate the sub-communities that exist across brands.
What is the biggest trend you are seeing in your sector/the industry?
MB: The movement toward digital is the most notable trend. More people are doing research, taking classes, buying products, and making health and fitness decisions online.
Should everyone be monitoring their steps, output, strain? Is connected fitness to our benefit or to our demise? And what should the industry do with this data?
MB: The best way for the industry to leverage information better is to enable individuals to leverage their own data better. It’s unequivocally to our benefit. Is driving with a speedometer to our benefit or to our demise?
Is the brick-and-mortar gym a thing of the past? And what does the gym/studio of the future look like? Where should gym owners and operators be investing in for 2022?
MB: Gyms will continue to exist as luxe options for those who can afford a premium brick-and-mortar experience.
AR (augmented reality) is also going to play a big part — the ability to run, ski, bike with an augmented layer of data, gamification, etc. will be a game changer.
In terms of investing, better software is always one of the most efficient ways to spend money to increase the bottom line.
What companies or services within the industry will see hypergrowth in 2022? What trends do you expect to see?
MB: Advanced nutrition. We’re entering a point of no return where enough people have wearables and can see how their food is affecting their body. Customers will rally towards the nutrition options that are driving the best objective outcomes. In terms of trends, improved biosensors, widespread AR use and advanced nutrition will evolve. Food will look completely different in 20 years.
Customers will rally towards the nutrition options that are driving the best objective outcomes. Food will look completely different in 20 years.
Go at it alone? We talk to a lot of trainers and fitness professionals who want to build their own franchises/empires. What advice do you have for these individuals?
MB: Build a following before you build a business. Create a newsletter, YouTube channel, Instagram community, etc. and get a large following before you make the jump to monetize
Do you think there is a way for fitness influencers, trainers and instructors to see greater financial (or personal) success in 2022?
MB: Find the brands that you like and negotiate aggressive affiliate commissions with them. Given the expense of Facebook ads, and reduction in offline shopping, brands are hungry for proven channels and will pay top dollar for influencers that actually convert.
With the plethora of fitness and wellness options available – at home, streaming, on-demand etc. what are the ways for companies to differentiate themselves in this highly competitive market?
MB: Being online or on-demand is no longer a competitive advantage in and of itself. So many new brands have sprung up in the past few years that the market is saturated. To stand out, you need to have a unique, long-lasting X factor in what your product and community are offering to people.
How do you define wellness?
MB: “If you’re so smart, why aren’t you happy?” is one of my favorite quotes. At the end of the day, people want to be happy, and wellness is the cornerstone of a happy life. Being in flow across your body and mind as you achieve your goals is a beautiful thing.
Download the full report, including interviews with other amazing leaders in health & fitness space, at Athletec News.