Horizon 2030

In the decade that just has come to an end, the European fitness market (based on EuropeActive & Deloitte data) has seen tremendous growth. The total number of members active in our 62.000 facilities grew from 37 million in 2008 to 62,2 million in 2018, a growth of 68% in a decade, or almost 7% per annum on average.

These numbers illustrate that the changes in market size have been enormous. But not just in size. This exponential growth illustrates the sea wave of change that took place in the last 10 years. The biggest changes impacting the sector are:

• The rise of low cost, the arrival of boutique studios and other innovative concepts.
• The Internationalisation of suppliers and health club chains.
• The acceptance of fitness as mainstream physical activity or sport.
• The impact of advanced technology in equipment and management systems.
• The application of AI, the invention of apps and wearables.
• And the increased popularity of group exercise and virtual fitness.

Will it be possible to grow to the magic number of 100 million members in fitness and health clubs by 2030? What major new changes will impact our sector in the future? It is to be expected that the above forces of change will continue in the next decade.

The aim of this book is to provide some answers and food for thought around the themes for the future and provide practical tips for managers in dealing with these expected changes for their business.