As trends evolve in the health and fitness industry, consumer priorities shift towards enhancing health outcomes and improving quality of life. The growing interest in the “Business of Longevity” highlights new priorities in fitness and wellness. While traditional goals often focused on aesthetics, there is now a significant shift towards a comprehensive approach to wellness, encompassing all 8 dimensions of health. This evolving perspective addresses a broader spectrum of wellness needs, reflecting a deeper understanding of overall health.
Statistics reveal that while people are living longer, they’re not necessarily living better. By mid-century, the number of older adults is projected to soar to 1.6 billion, marking one of the most significant demographic shifts in history. Although this means an average increase of 20 years in life expectancy, extending lifespan hasn’t translated into more years of vibrant, healthy living.
Almost 29% of consumers say they exercise for a long and healthy life, compared to 20% the year before, according to survey data from exercise platform Mindbody. Many fitness businesses and platforms are offering services geared toward a focus on living healthier and healthy aging. Coach360 Founder Kathleen Ferguson gives the hot take on how longevity offerings provide insight while needing accessibility to remain at the forefront: “Clubs and boutique studios are partnering with companies to offer biomarkers and health diagnostics, focusing on longevity. Fitness SF has recently introduced Inside Tracker, which utilizes blood biometrics and a one-time DNA swab to create personalized health plans.
Ultra-premium gyms like Equinox are also entering this space with their Optimize concept, catering to big-spending biohackers at an additional cost of $3,000 per month. However, with a price tag of over $40,000 a year, Equinox is not an accessible option for most. Emerging franchise concepts now offer more comprehensive longevity programs, including holistic coaching, DNA sequencing, life coaching, and recovery services. For instance, IMPACT-X Performance, a franchise brand developed by TD, Cyndy, and Travis Barnes, combines fitness, faith, life coaching, and recovery. In today’s fast-paced world, customers seek a one-stop shop for their health and well-being, driving the increasing demand for accessible longevity offerings.” Steep pricetags remain an issue that leaves many populations off of the longevity train coming into our industry.
Where the rubber meets the road
The question remains in the fitness industry of how to balance a focus on longevity and creating means through which consumers can access these interventions across different levels of access at the same time. The fitness industry faces a significant challenge: how to make longevity-focused interventions both effective and affordable. To tackle this, it’s important to refocus efforts toward preventive care. Emphasizing regular physical activity, balanced nutrition, and stress management, helps individuals enhance their quality of life and potentially avoid the need for expensive interventions down the line. Offering affordable fitness solutions, such as group classes, virtual training, and cost-effective resources, can make a real difference. Leveraging technology is also key—think apps and online platforms that provide accessible and scalable options for a range of budgets.
Cost is one factor, along with others. A holistic approach to health, integrating physical, mental, and emotional wellness, can lead to better overall outcomes. Educating clients about practical, low-cost practices and advocating for policy changes to include fitness in insurance coverage are vital steps. Building community partnerships to offer free or low-cost programs and personalizing fitness plans to fit individual needs can make longevity-focused fitness more accessible and impactful. By fostering supportive communities and continually refining programs based on real-world effectiveness, the fitness industry can better support healthier, happier lives for everyone.
So, what can coaches and fitness leaders do about this
Coaches can stay mindful of how aging impacts individuals across different identities including gender identity, hormonal variances, disability, body type, aging populations, cultural background, socioeconomic status, health condition, or mental health needs. (See this article related to Fitness for Menopausal Women, for example). Fitness professionals can level with their unique perspective and how that varies from that of those they aim to serve in their community. Fitness leaders can ensure that they stay informed about the latest research on longevity and the associated costs. Working to understand the various interventions, their benefits, and their financial implications creates a foundation of understanding. This knowledge helps in advising clients effectively and empathetically. Given the hefty price tag of longevity interventions within fitness spaces, coaches can increase their unique understanding of populations to provide coaching through the lens of their communities’ identities and needs.
References:
- Cerullo, M. (2024, May 6). Equinox’s new fitness program aims to help you live longer — for $40,000. CBS News. https://www.cbsnews.com/news/equinox-optimize-gym-membership-longevity/#:~:text=Luxury%20fitness%20chain%20Equinox%20is,membership%20costs%20%2442%2C000%20a%20year.
- Dewhurst, M., Linzer, K., Maud, M., & Sandler, C. (2022, November 11). Living longer in better health: Six shifts needed for healthy aging. McKinsey & Company. https://www.mckinsey.com/mhi/our-insights/living-longer-in-better-health-six-shifts-needed-for-healthy-aging
- Healthy aging news. (n.d.). ScienceDaily. https://www.sciencedaily.com/news/health_medicine/healthy_aging/
Katrina Liew Wilson
Katrina is a global educator and Certified Wellness Specialist dedicated to bridging gaps through equitable access and collaborative coaching. With over 20 years of experience, she leads diverse teams, creates support groups, and mentors future leaders. Katrina specializes in Bias Unearthing, Neurodiversity Inclusion, and Intersectional Inclusion. She holds a Master of Science in Exercise Science and Health Promotion, certificates in Diversity and Inclusion from Cornell and USF, and an Associate of Science in Graphic Design. Katrina’s mission is to foster unity through self-care and compassion, making healing a path to deeper purpose and inclusivity.
