Despite the sluggish economic environment most Americans are experiencing right now, the fitness industry continues to show promise as a place for job opportunities and profitability. Apparently, the determination of many people to stay healthy and become physically fit is driving the projected expansion of this industry. Along with these two factors, people still seem willing to invest more money and time on personal and family fitness.

Perhaps one of the demographic trends which supports the growth of health and fitness business efforts is our aging population. On a website discussing marketing strategies for this age group, Brent Green points out that since January 1, 2006 "one Boomer turns 60 about every 7.5 seconds. This demographic tidal wave will affect the health & fitness industry with greater impact than the aging of any previous generation. Mature values and trends will dominate marketplace realities like never before." The article indicates that this aging trend will continue for approximately another 16 years. So the needs of this particular population will certainly drive the demand for fitness professionals and strategies.

One downward trend, which may be observed in the coming years in this industry, is the tendency away from the commercial gym. As the fitness consumer looks to continue investing in their own health, most will be looking for an environment that provides individualization and an old-fashioned level of customer service. This kind of service doesn't always shine through in the big box gym where high-pressure selling and gimmicks are the norm. This, of course, will open the door for smaller gyms to thrive along with a compliment of personal trainers, group fitness instructors, and other industry professionals.

Additionally, there is a trend towards social networking in the health and fitness world. Websites like Dailymile, Gyminee, Fitizens, FitLink, and many others provide an element of support, encouragement, and peer education for which many casual athletes are searching. Along with the social benefits provided these sites have helpful tools for tracking workouts, calories, lost weight, setting goals, and many other helpful features. Most fitness experts would also advise that once you go through an exercise regimen you should find a gym buddy or partner to increase adherence. The popularity and growth of this niche market in the fitness industry shows that getting in shape is still a priority among many Americans.

Why would this priority continue to shape the consumer's investment of time and resources? Some would say that a healthy lifestyle is no longer just a luxury experience for some but something of a necessity. With an aging population, the risks which go along with neglecting one's health provide plenty of motivation to invest in a monthly membership and/or recruit the help of a personal trainer who can customize a program specifically tailored for the individual. And with added concern over the rising costs of health care, money spent preventing health problems is money well spent.

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