An Industry Aware of Its Place in Healthcare Infrastructure

Of course, many in the industry over the last few decades understood the role their services played in improving population health, but it wasn’t selling memberships.

Two things changed. First, more research emerged strongly confirming the conclusions of pioneer studies like Dr. Cooper’s research. That means more members of the medical establishment and nonprofit organizations that monitored diseases recognized that physical activity could reduce disease risk and improve quality of life for those in treatment.

Second, the pandemic changed consumer awareness of the importance of exercise for health. Authors of a study in the European Journal of Translational Myology wrote that Covid “affected negatively the population physical activity behavior and increased awareness about the importance of exercise as a health strategy.” The study also noted that these newly aware subjects were interested in “professional advice” instead of advice from unaccredited influencers.

This is a shift in consumer behavior that’s been evident in surveys inside and outside the industry. People still want to look good, but their primary goal is to feel good. Consumers of all demographics are seeking longevity and quality of life (health span over life span) instead of surface appearance.

The Opportunity Is Upon Us

As we report in this issue, HFA has now partnered with the American Cancer Society and the Alzheimer’s Association to help coordinate physical activity programming for those affected by these diseases.

On a different track, the fitness industry is integrating telehealth services into their value proposition, especially in support of GLP-1 treatments but also to offer medically approved hormone therapy.

Moving into this space is a great opportunity, but aligning with healthcare providers needs to be handled responsibly. To take its rightful place as an integral part of population health infrastructure, the global fitness industry must build on its growing reputation as a trusted collaborator with the medical establishment, exemplified by HFA’s new partnerships.

An article in The New York Times on July 21 reported that social media is now plagued with hundreds of AI-generated health “experts” and wellness influencers set up to sell products, mostly nutritional supplements. If we know anything about AI trends, this one is likely to accelerate and expand into other health- and exercise-related subject matter.

We’re here to counter this misinformation. The global industry, under the HFA banner, has shown it’s a trusted partner to groups like the American Cancer Society and the World Obesity Federation. HFA will continue to build on these alliances in the future, further enhancing the reputation of the industry.

The science supports the industry and will continue to do so. As HFA Chief of Staff Mike Goscinski writes: “As the evidence supporting physical activity continues to grow, so does the opportunity for our industry to help shape the future of healthcare.”