Thursday 19th June Business Briefing Recap of Elevate Trade Show

• 📍 Recap of Elevate Trade Show
  Elevate, formerly Leisure Industry Week, showcased industry trends at Excel London. Networking was vibrant, featuring past fit pros and a huge presence of reformer manufacturers—highlighting the industry’s shift toward Pilates.

• 💼 Corporate Wellness as a Future Frontier
  Speaker Ollie Patrick emphasized how wellness—mindfulness, sleep, stress, and breath work—is more appealing to corporates than fitness. Big employers are hiring in-house doctors and prescribing GLP-1 medications for weight management.

• 🧪 Rise of GLP-1 and Industry Response
  The rapid adoption of GLP-1 has diminished bariatric surgeries. The fitness industry must adapt by welcoming GLP-1 users into programs like strength training and Pilates. Active IQ is launching wellness coaching qualifications aligned with these trends.

• 🧠 Need for Strategic Positioning
  Fitness professionals should embrace these shifts through hybrid models—online programs, live events, and seasonal offerings—to stay relevant and attract new participants.

• 📊 Decline in Traditional Participation
  The FitPro event during Elevate was poorly attended despite strong programming. Many confused registration between Elevate and FitPro, signaling a need for better marketing and centralized event organization (e.g., moving to Blackpool).

• 📲 Content Creation & AI Integration
  Exciting new social media trends (e.g., MTV-style transitions, freeze frames) were discussed as tools to expand digital reach. AI is helping ideate and launch offerings quickly, though personal connection remains irreplaceable.

• 🎉 Micro Events & Local Engagement
  Hosting monthly or one-off themed events like ’90s aerobics was recommended to build community, generate PR, and experiment with formats.

• 🔮 Outlook and Action Plan
  Businesses should focus on hybrid flexibility, formal qualifications, micro-events, targeted wellness marketing, and leveraging AI and social trends to thrive in a changing landscape.

Insights Based on Numbers

• 💊 Surge in GLP-1: Bariatric surgeries drastically reduced within 6 months due to GLP-1 use, showing massive consumer shift.

• 🧑‍⚕️ Corporate Healthcare: In-house doctors prescribing medications marks a fundamental change in employee health strategies.

• 🧘‍♀️ Event Attendance: Just 2–12 participants per class at FitPro highlights urgent need for marketing reform and event redesign.