Fitness Industry Roundup — July 2026

Wearables Top the Trend List Again

For the third year running, wearable technology sits at number one on ACSM's annual Worldwide Fitness Trends forecast, now in its 20th edition and built from a survey of roughly 2,000 professionals. Nearly half of US adults now own a fitness tracker or smartwatch. Functional fitness training holds its spot in the top 10, and adult recreation and sport clubs, including pickleball, made the list for the first time.

The money is following the trend. Per Athletech News, Whoop led wearable funding in 2026 with a 575 million dollar Series G at a 10.1 billion dollar valuation, while Oura raised 900 million dollars. These devices increasingly measure recovery, stress, and biomarkers, giving trainers richer data than step counts alone.

AI Reshapes Coaching Without Replacing Coaches

The 2026 State of the Personal Training Industry Report, cited by Trainerize, found that 64 percent of trainers already use AI regularly, and the same share believe AI will increase the value of being certified over the next five years. Only about 13 percent expect it to lower that value.

Consumers still want a human in the loop. Les Mills' 2026 Global Fitness Report found just 10 percent of consumers globally prefer AI workout guidance over a human coach. Apps such as Future and Caliber reserve live human coaches for premium tiers, according to Athletech News.

GLP-1 Medications Change Who Walks Through the Door

Athletic Business reports that members on GLP-1 medications often arrive lighter but weaker, with less muscle and more fatigue, pushing gyms toward resistance training and nutrition support rather than pure cardio.

The commercial upside is real. Business Upturn notes the market for gyms, studios, and clubs could grow by roughly 20 percent, or about 6.8 billion dollars, as more people take these medications. Nearly 70 percent of surveyed professionals believe the drugs will permanently reshape their work toward strength and longevity.

Gym Earnings Reveal a Split Market

Per CNBC in February, Life Time posted strong momentum from higher-income members on premium services, while Planet Fitness grew revenue but issued a softer 2026 outlook. Analysts described the result as a K-shaped fitness economy.

Expansion continues at the value end. Planet Fitness plans roughly 180 to 190 new clubs in 2026 after opening 181 in 2025, according to CoStar. Both tiers are growing, but they are serving increasingly different customers.

Record Participation and a 60 Billion Dollar Resolution Season

The Health and Fitness Association, formerly IHRSA, reports that a record 81 million Americans belonged to a gym, studio, or fitness facility in 2025, lifting penetration to 26.1 percent of the population ages six and older. US commercial facilities extended their streak to 19 consecutive quarters of rising foot traffic.

An HFA survey found Americans plan to spend about 60 billion dollars in 2026 on health, fitness, and exercise goals, with health and fitness the most popular resolution focus at 54 percent of goal-setters.

What It Means for Trainers

• Get fluent in wearable data so you can turn recovery, stress, and biomarker readings into better programming.
• Use AI as leverage, not a replacement, and let it free up time for the human coaching clients still prefer.
• Prepare for the GLP-1 client with resistance training and protein-forward nutrition, and stay within your scope of practice.
• Know your market tier, because value and premium clients now expect very different experiences.

The trainers who thrive in this market pair current knowledge with a credential clients trust. If you are ready to advance your career, explore ISSA's personal trainer certification and turn these trends into an edge.