Five things we learned at FIT BUSINESS LIVE BARCELONA

1. The competitive advantage of staying ahead

The fitness industry may be enjoying unprecedented levels of demand and engagement, but while operators remain confident in the longevity of this momentum, many also stressed the importance of staying one step ahead of evolving member expectations.

Natalia Masaedo Goiburu, Fitness Technology Development lead at Spain’s O2 Centro Wellness, said: “The challenge facing operators today is not just delivering the experiences that members want, but anticipating the ones yet to land before they go elsewhere for them.” For operators, standing still is not an option – growth increasingly belongs to the brands that can create demand, not simply respond to it.

In his keynote address, Phillip Mills described today's consumer engagement as a "cultural movement", emphasizing that while products and facilities matter, long-term success is built on having exceptional people at the heart of the business. “The most important role anyone has in an organization is ensuring that the right people are in post”, he said.

“Finding the right people to train, motivate and excite your members is the fastest way to unlock retention and acquisition. The right team of Instructors can bring in thousands of members, so it’s essential that you bring in someone who is excellent at recruiting and networking to lead that work.”

2. Making fitness a career of choice

While consumer demand is soaring, the sector still faces an ongoing challenge in establishing fitness as a career with the same sense of longevity and professional recognition as other industries.

“Finding passionate, engaging individuals who want to be in our industry for a long time remains a challenge,” said Natalia. “It’s the crisis of our profession today. We need to be able to present a clear pathway that illustrates the career young people can have in fitness. At present, it is simply too short.”

She encouraged operators in the room to think differently about recruitment, arguing that finding great people should start with talent and personality rather than depth of experience, and that creating clear development pathways is key to turning potential into long-term careers.

Diana Wright, National Group Fitness Manager, Village Hotel Gyms, echoed Natalia's advice, sharing that helping talent understand that roles are theirs to shape, rather than simply inherit, can be a powerful way to attract ambitious people into the industry. “In the age of AI, our people are more important than ever. They are the ones who motivate, inspire and support members, creating the human connections that keep people engaged for the long term,” she said.

“Knowing this, we need to keep pathways in our industry open, make experiences intriguing for people and help them recognise that a career in fitness can evolve in many different directions, with opportunities to develop new skills, take on leadership positions and shape their own professional journey.”

3. Group training is driving serious revenue

“I don’t need any more sales teams,” said LifeFit Group CEO, Martin Seibold, setting the stage for an insight-packed presentation on his organization’s growth journey. LifeFit Group owned 50 clubs and served 150,000 members at the start of 2018. By 2026, that had grown to 235 clubs and 800,000 members. Over the same period, net member yield at Fitness First Black clubs increased from €49 to €62.70 per member, with the business enjoying 70% retention.

For Martin, driving growth and retention is about identifying what brings the greatest value for members and doubling down on those elements. He said: “In the case of group training, doing it to differentiate without good reason doesn’t make smart business sense. Creating our own group training workouts would cost a fortune.”

“If you have the same treadmill and equipment as all of your competitors, why would you think that you have to differentiate when it comes to group training? That’s why we go with Les Mills. It’s a no-brainer. Hand it over to the experts, and let them deal with the motivation, science and outcomes. That way our members get a workout they keep coming back for, because it’s distinct, compelling and difficult to replicate. I’m very happy for my competitors to do their own thing. Les Mills is working very well for us.”

Sharing a practical example of investment aligned to demand, Martin explained how Les Mills group training has become an increasingly important part of the LifeFit Group experience. Annual group training classes have grown from 50,000 in 2018 to 280,000 in 2026, while the proportion of Les Mills classes has nearly doubled, rising from 21% to 41% of all timetable slots.

4. The three drivers of exercise adherence

Bryce Hastings, Head of Research at Les Mills, shared how three simple ideas, “I choose, I can, I belong”, can help operators better understand what keeps people engaged, motivated, and connected to fitness for the long term. His presentation explored the critical role that choice, competence, and community play in creating experiences people want to return to.

Bryce also shared how language, coaching style and overall approach to exercise can significantly influence member engagement and retention. Bryce said: “People need to feel like they belong, and that’s something rockstar Instructors are instrumental to.”

“As an exerciser, if my Instructor is leading the class in a way that feels like I don’t have a choice, it erodes my sense of autonomy. For example, take a cycle class. Consider the difference between an Instructor saying: ‘I need you to change the incline now’ versus ‘I’m going to increase my resistance. Who’s coming with me?’ The invitation to join them makes it feel like it’s my experience – and that’s a powerful motivator.”

“So it’s about creating a framework based around three pillars. Autonomy (I choose), Competence (I can), and Relatedness (I belong). Adherence becomes much easier if we can create an environment where options are safe to try, the environment is inspiring, and people feel they are part of something bigger than themselves.”

5. The Michelin star challenge

Closing out a day of thought-provoking conversations, Ly Nguyen, Les Mills Global Head of Customer Marketing, asked attendees to consider how the industry can continue to evolve while building the systems that separate the best from the rest.

“Working in the fitness industry isn’t unlike working in a Michelin-starred restaurant”, said Ly. “Being exceptional once is doable. But once you raise the bar and achieve exceptional results, showing up to do it every day is harder. The question we need to take back to our teams and build upon is ‘How does our business build consistency?’ Once we begin to answer that, we create the foundations for sustainable growth and long-term success.”

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