The State of Fitness in 2023

Welcome to The State of Fitness in 2023. As we look at the year ahead, fitness experts across Canada are predicting more focus on personalization, physical and mental wellness, and a return to foundational moves designed to build strength and prepare us for daily life. canfitpro’s Fitness Trends Report is based on responses from more than 1,500 fitness professionals across Canada, focusing on what they expect to be most popular and effective consumer-facing fitness trends, as well as fitness industry directions, for the year to come. Canada’s fitness community is evolving and ready to adapt to the new fitness paradigm. 

We’re seeing more interest in the role fitness plays in supporting better physical and mental health and wellness. More people than ever are approaching fitness as a tool to take better care of themselves. The following top trends point to a positive shift in business, Canadians seeking fitness programs that support accessibility and efficiency as well as a rise in demand for group fitness, fitness programs focused on the actively aging populations, and active recovery. Here is a summary of the Top 10 Fitness Trends which showcase the possible opportunities that are predicted to have the greatest influence throughout 2023. 

1. Functional Fitness 
2. Active Aging/Older Adult Programs  
3. Group Fitness Freestyle Classes 
4. Upskilling 
5. Active Recovery  
6. Express/Mini-Workouts 
7. Fusion-Style Group Fitness 
8. Group Fitness Pre-Choreographed Classes 
9. High Intensity Interval Training 
10. Hybrid Fitness Programs

canfitpro’s report shows that 78% of the fitness professionals who responded to our survey indicated they are likely to work in the health and fitness industry in the coming years. This points to a sense of stability in the fitness community, which is refreshing for Canadian business owners and operators. Forty-two percent of fitness professionals are indicating that training and educational opportunities matter most when choosing an employer and the report breaks down the top four ways fitness professionals are seeking this education (in-person classes, job shadowing and in-class practical training, upskilling after certification, and coaching-mentoring). In addition, 39% of fitness professionals think that the culture of a company matters the most when looking for employment.   

From a technology position, fitness businesses have reported they are now offering innovative services by adapting to advanced technology and are raising the bar on services they are providing members. Fitness businesses have been reported to be incorporating the following top five technology trends in their operations: brand-focused social media (39%), free Wi-Fi for members (38%), digital payment gateways (e.g., PayPal, Stripe, Skrill) (34%), online booking and scheduling solutions for classes (33%) and monthly EFT for payments (28%). The future of the fitness business looks competitive as there is an expected rise in additional service offerings to membership programs. These include mobile apps for members, shared wearable devices for members to monitor in class performance, integrated internet services to purchase classes without a membership, and AI-enabled systems to enhance member experience (e.g., virtual reality training). 

For further insights into the state of fitness here in Canada, download the canfitpro Fitness Trends Report, grab a cup of Java, and read it, then share it with your team.