Tech CEOs are calling their shots, and the fitness industry better listen up. Mindbody’s Fritz Lanman and ABC Fitness’ Bill Davis just dropped data bombs on where consumer behavior is heading—and if you’re not adapting, you’re already toast.
“In-Person Fitness Is Back—And It’s Personal”
You can’t replicate a Reformer or hot yoga session in your living room—and people are done pretending they can.
“In-person fitness and wellness is exploding again,” says Fritz Lanman, CEO of Mindbody and ClassPass. In 2023, Pilates hit #1 on ClassPass, and hot yoga saw a surge—proof that real-world sweat still wins.
Even better? The fun factor is back. ClassPass saw sports and rec bookings jump 92%, and a third of users now prioritize “fun” as part of wellness. Dodgeball as self-care? Damn right.
“Consumers Are Smarter. And Hungrier.”
According to ABC Fitness CEO Bill Davis, today’s consumer isn’t just looking for workouts. They want results, recovery, and relevance.
“The average consumer has a high ‘wellness IQ’ and is interested in new modalities,” Davis says. Studio and boutique memberships surged 22% year-over-year this January alone.
People aren’t stopping at burpees. They want cold plunges, breathwork, nutrition, mental health, and full-body recovery all in one place.
“Gyms are no longer just gyms. They’re becoming health hubs.”
And there’s a social conscience in play—58% of members say their gym’s social impact matters. That’s a cue to think bigger than just dumbbells.
“AI Isn’t Optional. It’s Your Advantage.”
Let’s be real: if your tech stack still runs on PDFs and paper waivers, you’re done.
Lanman is bullish on AI for bespoke training plans and smart motivation tools. Mindbody is already using AI to flag “clients at risk” of dropping off and identify high-spending members early. Smart.
ABC Fitness is also using AI to predict churn and tailor growth strategies.
“We’re not here to patch holes. We’re here to build rocket ships,” says Davis.
The takeaway? If you’re not integrating AI into your member experience or backend ops, you’re not scaling—you’re stalling.
“People Are Still Spending—But They Expect More”
Despite inflation, people are still forking out for fitness. ABC reports a 3% rise in household fitness spending since January 2023, and check-ins are up 90% since pre-pandemic.
Mindbody data echoes it—64% say wellness is a higher priority than other leisure expenses. But don’t get cocky.
“You’ve got to earn that spend every damn day,” Lanman warns. “If your gym isn’t a sanctuary, they’ll find one that is.”
Bottom Line
2025 is not business as usual—it’s survival of the fittest. People want smarter, stronger, more personalized experiences. AI is in. Recovery matters. And the fun? That’s non-negotiable.
Evolve fast. Or get left behind.
