The fitness industry in Switzerland is at a turning point. Today, sport and exercise are far more than just a leisure activity, but an integral part of preventive healthcare and quality of life. At the same time, the environment is changing rapidly: digital technologies, new forms of training and changing customer expectations are presenting fitness providers with completely new challenges. It is therefore worth taking a look into the crystal ball at this point: how will the industry develop and what will it look like in 2030? And what can providers do today to actively shape this change?
A changing market: where the industry stands today
The fitness and health industry in Switzerland has undergone a remarkable transformation in recent years. After a period of uncertainty, it is now stronger than ever before. Fitness centers have long since ceased to be mere training facilities and have become important places for well-being, social interaction and individual health promotion.
The economic momentum is also evident: the industry is growing, investing and becoming increasingly professional. More and more operators are developing high-quality care concepts and professionalizing themselves through clear and binding quality standards.
A
key data study
underpins this development with concrete figures:
- +13 % member growth in 2023
- +18 % increase in sales within one year
- 5 % more fitness centers throughout Switzerland
- Over 1.3 million members – around one in six adults train regularly
- 27% of members over 50 – demographic change is reaching the industry
- 1,600 new jobs – a sign of stable growth and a secure future
This upswing shows that the fitness industry has increasingly become a part of healthcare. More and more companies are positioning themselves as providers of prevention, exercise therapy and holistic care. At the same time, cooperation with health insurance companies, doctors and employers is becoming increasingly important. Exercise is increasingly seen as a social responsibility.
These are the major challenges up to 2030
As impressive as the growth of the fitness industry is, it also brings with it new challenges. Those who want to shape the future must not only adapt, but also actively think ahead. Digitalization, a shortage of skilled workers and economic pressure are fundamentally changing the rules of the game in the industry. At the same time, they open up opportunities for all those who are prepared to question their structures and break new ground.
Digitization and automation
Digital technologies have changed almost every industry in a very short space of time. Booking systems, training apps and automatic check-ins have become established in the fitness industry. Many processes that used to be carried out manually are now digital and almost seamless. This development ensures greater efficiency, saves costs and enables more personalized support. Members can record their training data via wearables, track progress in real time and flexibly adapt programs.
However, growing digitalization also presents a new challenge: the personal relationship between trainer and member must not be lost. An automated process is no substitute for motivation, a smile and individual feedback. Successful providers therefore consciously strike a balance – they use technology as a tool, not as a substitute for genuine support.
Skills shortage and qualification
Parallel to the growth of the industry, a bottleneck is emerging that poses major challenges for many companies: There is a lack of qualified personnel. Well-trained trainers, therapists and health coaches are more in demand than ever. At the same time, the requirements for the necessary specialist knowledge are increasing.
There are many reasons for this: the job market is changing, employee expectations are rising and the job itself is becoming increasingly complex. Creating training plans is no longer enough to provide good customer service. It also requires an understanding of prevention, health, psychology and communication.
What the industry needs now:
- Sound training and further education: Only those with up-to-date knowledge in areas such as training science, anatomy, nutrition and digital support can survive in the industry in the long term.
- Recognized quality standards: Certifications such as the Qualitop certification create trust among customers, health insurance companies and authorities and strengthen the professional image of the industry.
- Attractive working conditions: Flexible working models for employees, a modern infrastructure and development opportunities make the profession attractive to young talent again.
- Cooperation with educational institutions: The exchange between practice, schools and universities is very important in order to keep the content up-to-date and practical.
In the long term, the competence of employees determines whether a provider can hold its own in the market.
Key trends that will shape the industry
The fitness and health industry is changing faster than ever before. New technologies, social developments and growing health awareness mean that traditional studio concepts need to be rethought. The decisive factor will be how flexibly providers react to these changes. Some trends are emerging particularly clearly.
- Health instead of lifestyle – fitness becomes prevention
Training is increasingly seen as part of preventive healthcare and not as a trend to be followed. Many centers are developing into prevention providers and working more closely with doctors, health insurance companies and businesses. This networking strengthens the industry’s role as an integral part of the healthcare system.
- Hybrid training models – digital and on-site
Digital offerings will remain in demand in the future if they complement training in the gym in a meaningful way. Hybrid models in which members can choose between online workouts, app-supported coaching and personal support are the way forward.
- Sustainability and social responsibility
More and more providers are paying attention to ecological and social aspects. They pay attention to energy-efficient equipment, recycling and they develop inclusive training concepts. Sustainability is therefore also becoming a clear competitive advantage in the fitness sector.
- Data-based individualization – training becomes measurable
Wearables, digital training plans and artificial intelligence make training progress more measurable. They enable individual support and motivation, but also place new demands on data protection and transparency.
The future of the fitness industry lies in the combination of quality, technology and humanity. Those who harmonize these elements will be able to actively shape the market.
How can fitness providers prepare for the future now?
The transformation of the industry is not a distant vision of the future. If you want to remain successful in the long term, you should regularly question your own structures, digitize processes where possible and provide employees with targeted training. It is particularly important to integrate digital solutions into everyday life in a meaningful way while continuing to rely on personal support.
Cooperation is also increasingly becoming a success factor. Cooperation with doctors, health insurance companies or companies in the field of workplace health promotion opens up new areas of business and strengthens our position in the healthcare sector. Clear quality management is just as important: certifications, verifiable standards and transparent communication create the necessary trust in a growing market and show that professionalism is not just a claim, but a lived practice.
Providers who position themselves for the future in this way secure their own competitiveness and also shape the future of the Swiss healthcare sector.
swiss active as a driving force for the industry
swiss active sees itself as the voice and driving force of the Swiss fitness and health industry. The association pools knowledge, promotes exchange between providers and represents the interests of its members vis-à-vis politicians, authorities and health insurers. With helpful studies, quality initiatives and dialog formats, swiss active provides orientation in a dynamic market and supports fitness providers in actively, sustainably and professionally shaping the future.
