Sweatin’ to the Oldies with Richard Simmons, the Bowflex Home Gym, the Jane Fonda Workout, the Thighmaster, Buns of Steel, Tae Bo, Jazzercise — Ah, the fitness fads of yesteryear. The way to stay fit seems to be constantly changing. New trends suddenly pop up, replacing something that you were sure was here to stay (Ab Roller, where are you now?).
When searching for the next big thing in fitness, where better to look than Denver, a city often cited for being one of the fittest in the nation? In a recent survey MINDBODY conducted, the greater metro Denver area beat out San Francisco, LA, San Diego, DC, Boston, New York and Atlanta with the highest percentage of residents who exercise at least once per week — 77.6%.* With so much working out happening in Colorado’s capital, it’s possible to get a sense of what’s happening now and what’s new and about to be the next big fitness trend.
What’s now? The hottest fitness classes in town
At the moment, weight/strength training is the most popular class/group exercise in metro Denver across all ages. Yoga and aerobics follow in the top three, with 14% and 12%, respectively.* However, when broken down by age groups, there are differences in current exercise patterns.
- 18-25 year olds: 22% weight/strength training, 14% dance, 12% aerobics
- 26-45 year olds: 32% weight/strength training, 17% yoga, 12% HIIT and 12% aerobics
- 46-65 year olds: 29% weight/strength training, 12% yoga, 11% aerobics*
Here are the top three current group exercise routines by age:
Thirty-one percent of Denver respondents reported that they prioritize exercise, with an additional 44% answering that they try to prioritize fitness when they can. With so many folks focused on exercise, they’re bound to want to try something new.
What’s new? The fitness trends that are heating up!
If you own a Denver metro fitness business, you’ll want to take note of which groups are looking to try your type of exercise next and market to them. Just as age groups differ in their current fitness routines, they also want to try different classes next.
- 18-25 year olds: 20% want to try weight/strength training, 18% yoga, 16% martial arts, 16% dance and 16% kickboxing
- 26-45 year olds: 20% want to try yoga, 18% martial arts and 18% Crossfit, 16% kickboxing
- 46-65 year olds: 16% want to try yoga, 12% pilates and 12% weight/strength training, 9% dance and 9% small group training*
These are types of classes that people are wanting to try next:
Based on these results, yoga and weight/strength training seem to be here to stay and appeal to all ages. HIIT and Crossfit are particularly appealing to the middle age range. If that’s your business, you’ll want to make sure you are targeting this segment with your marketing efforts.
Although not in the top three choices for 18-25 year olds, 15% of those interested in trying something new want to try gymnastics, suggesting an openness to activities outside of what is typically thought of as mainstream. Not surprisingly only 4% of 26-45 year olds and virtually no 46-65 year olds expressed that gymnastics were next on the list of things to try.*
In general, the younger respondents were, the more they wanted to try something new. In the two younger age groups, almost everyone is looking to try something new; 93% of 18-25 year olds and 86% of 26-45 year olds are hoping to branch out. Meanwhile, 75% of 46-65 year olds want to go outside of their current exercise regimen and trying something new.* If you have a new type of workout, you should definitely look to younger age groups to be your first adopters.
How do people in Denver find out about new fitness trends?
Where you get your information depends on when you were born, too. YouTube and Instagram are the most popular sources for fitness information for those age 18-24, with 51% and 47% looking to these channels, respectively. However, for those in the 25-45 age range, word of mouth and blog/websites are the top sources, with 45% and 37%. The top three blogs/websites (across both age ranges) are Life Fitness, Tone It Up and Workout Mommy.**
Getting those steps in
Tech is another significant trend in the quest to get fit. Fitness trackers have become an important part of accountability and exercise routines. In a survey from earlier this year, 69% of Denver residents reported owning a fitness tracker. The top brand for trackers was Fitbit (with 57% of owners having chosen the brand), followed by Apple (at 30%).**
Where are we headed?
Perhaps fueled by their fitness trackers, much of Denver is looking to attempt new types of exercise, with differences across age groups, allowing for a wide range of exercise forms.
- Take the time to identify the group you should be focusing your marketing efforts on and where you can find them (and they can find you!).
- Survey your current clients and see if there are new forms of exercise they’d like to try at your studio. If it fits within your brand and there’s enough interest, try it out!
- Check out the competition on the platform you want people to find you on. See who’s attracting a lot of buzz, and see what’s getting them all the attention!
As a trend-savvy Denver business owner, you’ll want to do the following:
By all accounts, there’s a fit future ahead! With a little bit of research (ours and yours!), you can be, not just a fitness fad, but one step ahead of the trend game, a true classic.
*MINDBODY Wellness Index Survey July 2018
**MINDBODY Consumer Insights Survey April 2018