The latest trends I'm seeing in the fitness industry

By Shaun Krenz, co-founder of AusFitness Industry

The fitness industry is ever-evolving. Consumer habits shift, new categories emerge, and the operators who spot where things are heading,  and position themselves early are the ones still growing five years later. As co-founder of AusFitness Industry, I spend most of my year talking to gym owners, studio operators, suppliers, and brands across the country, and few things give you a clearer read on the market than watching what's happening on our own show floor.

The AusFitness Industry Trade Show & Summit returns to ICC Sydney on 11–12 September 2026, and for anyone working in the business of fitness, it's arguably the most useful two days on the calendar. It's the only dedicated fitness and wellness trade show in Australia, and it's where gym owners, studio operators, equipment buyers, and brand representatives actually show up to do business. New partnerships get formed here. Purchasing decisions get made, and for a lot of people in the industry, it's where they take the pulse of where things are heading over the next 12 months.

The event runs alongside the AusFitness Expo (11–13 September), the consumer-facing side of the weekend, which means the combined event draws both trade professionals and the public through the doors.

Ahead of this year's show, here are the five biggest trends I'm seeing across the industry, and how we're addressing each of them at the Summit.

Revenue beyond memberships

The gym membership alone is no longer a viable business model for most operators. The businesses growing in 2026 are the ones that have built meaningful secondary revenue: personal training, retail, recovery services, events, nutrition.

This is the number one commercial conversation I'm having with operators across the country, which is why we're dedicating a full session to it at the event. The operators getting it right aren't just bolting on extras, they're building genuine product lines around what their members already want, and lifting revenue per member without needing to grow headcount at the front door.

Fitness and healthcare are converging

The line between fitness operator and preventative health provider is blurring fast. GLP-1 weight loss medications are changing who walks through gym doors and why. Medicare-adjacent exercise referral pathways are gaining traction. The operators who understand this shift and position accordingly will have a significant advantage over those who treat it as someone else's problem.

This convergence is one of the most consequential changes the industry has faced in a decade, so we're programming sessions on both the commercial impact of GLP-1s and the broader convergence of wellness and healthcare, what it means for programming, positioning, and partnerships.

The longevity economy is arriving in gyms

The 45-plus demographic is the fastest-growing and highest-value segment in fitness right now. They're not training for aesthetics, they're training to live longer and better.

The operators building programming, environments, and pricing around longevity rather than performance are opening up a premium revenue stream that most of the industry is still ignoring. This is a member base with time, disposable income, and a genuine long-term motivation to train. Serve them well and they'll stay for years; ignore them and they'll find someone who won't.

Strength training is still booming

Strength has moved well beyond bodybuilding and performance. More women, older adults, and general population members are prioritising strength for confidence, body composition, ageing well, and long-term health.

We're seeing this play out on the trade show floor too: equipment suppliers and brands are increasingly designing for a broader, more diverse strength training audience, not just the performance athlete. For operators, the message is the same as it's been for a few years now, strength isn't a trend to ride, it's a foundation to build on. If your floor plan, timetable, or coaching capability hasn't kept pace, it's time to invest.

AI is moving from conversation to implementation

Every operator has heard about AI, but the ones pulling ahead are the ones actually using it, for member communication, scheduling, retention prediction, and marketing automation.

This is no longer a tech-sector story, but now it's a small business operations story. The gap between operators experimenting with these tools and those still waiting on the sidelines is going to widen quickly, which is why we're bringing in an external voice specifically to cut through the noise and show operators what's worth using right now, and what's still hype.

See it all in one place

Every one of these trends will be on display at the AusFitness Industry Trade Show & Summit — on the show floor, in the free education program, and in the conversations happening between operators, suppliers, and brands across the two days.

Trade passes are free if you register before midnight on 10 September, and include access to the AusFitness Expo. After that cutoff, entry is $50 on the day. Passes are open to fitness industry professionals and accredited fitness students.

Full details and registration at ausfitnessexpo.com.au/industry.

When: Friday 11 – Saturday 12 September 2026

Where: International Convention Centre, Sydney Cost: Free (pre-registered) / $50 on the door