Benefits and Compensation

3 Trends that Will Shape the Future of Corporate Fitness

We’re beginning to see what the future of the workplace might look like: hybrid work schedules; more Zoom and Teams; and, in some cases, fewer people in the office. And, as the workplace changes, so, too, will corporate fitness.

During the pandemic, this meant that employees wanted corporate fitness programs that were accessible when and where it was convenient for them, plain and simple.

Now, there’s a big opportunity for our industry to rethink how we can help employees engage with their health and wellness via corporate fitness programs. And I’m talking about all facets of well-being: social; emotional; mental; and, yes, physical.

I see three big trends shaping the future of corporate fitness.

Trend #1: We’ll Leverage Technology Based on Intent, Not Necessity

Sure, tools like WebEx, Zoom, and Teams definitely served their purpose during the pandemic. But now is our opportunity to create and leverage technology based on intent, not necessity.

Physical health and movement, while certainly important, is only one piece of the wellness puzzle. Employers need to build and include programs that showcase how we can help the whole person in multiple well-being dimensions—not only physical but also social, emotional, and mental—using different kinds of technologies.

For example, many of the employers I’ve talked to over the last 15+ months want deep, data-driven integration, segmenting and targeting capabilities with programs that address subjects like stress, resiliency, mindfulness, sleep, safety, and financial wellness. Employers will eventually start offering these health and fitness programs to their employees using technology wherever and whenever works best for them, whether they are in person, at home, on the production line, on the go, or simply early risers.

What will it look like? I think you’ll continue to see many companies livestream content that’s led by fitness professionals with real-time, one-to-many experiences. But I think you’ll start to see more energy and stretch breaks, educational seminars, and classes for kids streamed, too.

I also think you’ll see more videoconferencing that enables employees to experience real-time connections with fitness professionals to help with things like ergonomic consultations for their at-home workspaces, movement efficiency assessments, and nutrition coaching.

Trend #2: We’ll See Corporate Fitness Foster a Stronger Sense of Belonging

Historically, the local gym or corporate fitness center had a strong sense of community for many employees. However, in the years ahead, employees will be seeking that community virtually. Want stats to back that assumption up? A recent survey found that a whopping 50% of Americans don’t plan to return to their gyms after the pandemic.

We need to rethink the corporate fitness center model and consider options that adapt and support the new future of work. We need to build communities beyond fitness centers to engage more people in more ways. It’s a matter of delivering more services that impact multiple well-being dimensions and doing it in a different way that enables employers to reach a broader audience.

What will it look like? In the past, many corporate fitness centers allowed access to on-site programs based on the eligible population for the campus where the facility was located. In the future, you’ll start seeing more companies offering services exclusively virtually, and many of those companies will extend their reach and offer services to entire eligible U.S. populations—in many cases, reaching tens of thousands of individuals or more than they ever had before!

Interacting with these online communities of coworkers fosters trust, respect, and mutual appreciation inherent to communities and connection. It also goes a long way toward ensuring employees feel cared for and valued, which, in turn, leads to a sense of belonging. And this belonging benefits both the employee and the employer, resulting in higher productivity and engagement, along with better recruiting and retention opportunities, which all contribute to an improved bottom line.

Trend #3: We’ll Be More People-Focused Than Ever Before

After spending so much time at home over the last 16+ months, employees might be looking to on-site professionals who can help provide a sense of community and connectedness that’s been desperately missing because it often won’t happen on its own.

I noticed with many of our clients during the pandemic that on-site staff, even though they, too, were working remotely, became the thread that kept employees together. Through webinars, group classes, and various challenges, they were able to help mirror the face-to-face interactions employees were so desperately missing. These staff helped create a sense of community once limited to neighborhood gyms and fitness centers, and you can bet employees will be seeking this community when they return to the workplace or continue working virtually or, likely, some hybrid of the two.

What will it look like? With the streaming and video technology I mentioned above, employees can choose to take a class with 20,000 other employees or opt for personal or small group training. However, it’s those corporate fitness staff who help facilitate and foster real, meaningful connections among coworkers virtually that are often an extension of what began in the corporate fitness center before COVID-19 and now extend beyond that as we expand our reach.

The future of corporate fitness will certainly look different in the years ahead—that much we know for sure. But, if we keep our focus on the different facets of employee health and fitness, flexible options, and building community and our people, corporate fitness can still make a substantial impact on your bottom line.

Ann Wyatt is Vice President of client strategy and engagement at HealthFitness, where she oversees a national account management team. Her role includes strategy development and driving engagement for new and existing corporate fitness programs, employee recruiting and training, program quality assurance, and operations management.

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