1. Hybrid fitness and digital-physical integration
Hybrid fitness – combining in-club and at-home or digital workouts – will become standard.
Gen Z is increasingly committed to fitness and wellbeing. But they will also begin to experience less available time as they age, start families, or gain other interests. For clubs, being ready to meet members where they are, wherever they are is crucial – and an opportunity. Expect this to expand further in 2026: more clubs will adopt hybrid models, bundle in-club and digital memberships, and use unified platforms to manage both seamlessly. Newer systems offer operators real-time dashboards, front-desk operations from any device, flexible sales/upsells, and scheduling – making club operations more agile and remote-friendly. This will allow clubs to better manage hybrid services (in-club and digital), improve member service, and scale operations without bloated overhead.
myFitApp supports “@home” livestream and on-demand fitness content, giving members flexibility and clubs new revenue streams.
2. Mobile-first member experience becomes table stakes
“I have my phone.” That’s really the one (and only) tool or device that anyone thinks they need to do everthing. From banking to travel our most important transactions and communications happen there. Fitness doesn’t get an exception. Members increasingly expect mobile convenience: booking classes, managing memberships, paying, checking in, accessing content – it all happens from one branded app. myFitApp delivers exactly that.
As competition grows, having a polished mobile experience – including content marketing, push notifications, referral campaigns – will be a key differentiator for gyms and studios. Why? Because it enables them to build and engage with their community outside their immediate four walls.
Businesses will also come to rely less on other hardware and peripheral equipment as mobile devices come to run everything.
3. Unified ecosystems – fewer fragmented tools, more ‘all in one’ platforms
Historically, gyms often used separate tools: one for bookings, one for membership management, another for marketing, another for check-in, etc. Nobody has time or patience for multiple systems and passwords now. The integration of technology under one roof suggests a shift to unified end-to-end platforms. This can reduce and eliminate hardware in many cases (see point #2).
This reduces administrative friction and improves consistency across member experience, streamlines onboarding ad training, payments, content delivery, access control, and more.
With open APIs, myFitApp can reduce administrative friction and improve consistency across member experience, streamlining access control, bookings, content delivery and more.
4. Building Community
The fitness club is the new meeting place, replacing bars and nightclub as the social meeting place and activity of choice. In fact, nearly half of the respondents in a survey this year were down for a first date workout. That number goes to nearly 70% if there is the promise of food afterward. From unique club crawls to specific meetups and groups for running, walking, cycling, yoga, etc., exercise is front and centre in people’s lives. It makes sense that they’re searching out connections that share their focus and passion.
5. My Favourite Fitness and…
Just one thing doesn’t cut it anymore. That’s why myFitApp offers one booking solution for every member. It’s not just pilates, it’s pilates with recovery. It’s not just spinning, it’s spinning and strength training. But cost-conscious buyers aren’t looking to add multiple memberships to their list of monthly costs. They want convenience and value. Look for gyms to add either space or take advantage of online and virtual opportunities.
That ties into how people are using gyms and studios. If people aren’t planning for a marathon, they’re training for a HYROX event. Or at least it seems that way. The interest in competition and training for that event is driving many goals, participation, and activity. Look for new fitness events and competitions to capitalize on this trend. And look for all types of gyms and boutiques to offer specialised training and coaching for these events, create teams, and trumpet their success when it comes.
6. Redefining Strength
From the growing use of GLPs to the noted benefits of being stronger to aesthetics, strength training will continue to grow. But it will look different. While concerns about bulking up still exist, women’s strength training will continue to rise for all those reasons above. Data and personalised plans will help enable them to reach their goals. Personal Training – high touch and personality with support from the AI side. Member gets a personalised workout from AI and held accountable with perfect form with human personal trainer.
Meanwhile increasing numbers of men will come to realise the low-impact, overall strength, and recovery benefits of Pilates workouts, just as envisioned by inventor Joseph Hubertus Pilates.
What This Means for Fitness Businesses & Members in 2026
For gym/studio owners: Investing in integrated SaaS solutions is increasingly not optional, but essential – to stay competitive, scale efficiently, and meet member expectations.
For members: Expect smoother mobile experiences – from seamless booking and payment to personalised content, hybrid workouts (in-club and at home), and loyalty/referral perks.
For the industry overall: More consolidation around a few comprehensive platforms – reducing fragmentation and connecting data, engagement, payments, operations, etc. – and enabling hybrid fitness business models to flourish.
For global growth: As these platforms scale internationally, gym operators in previously underserviced regions will have better access to enterprise-grade management tools – potentially raising the bar for fitness standards globally.
Why 2026 Could be a Pivot Point
2026 seems poised to be a turning point because:
- The demand for hybrid and flexible fitness experiences – accelerated by global events & changing consumer habits – is likely to reach a tipping point.
- Market saturation at the high end: big fitness chains/studios need efficient, data-driven, scalable solutions – and smaller studios/staffed gyms need to compete with digital-first offerings, hyper-efficiency without compromising personal touches. The middle is a tenuous place to be.
- Global expansion is accelerating – meaning more operators worldwide will need to adopt “smart systems” instead of piecemeal solutions.
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