Preparing for 2025: Industry Trends, Leadership and Growth with Solidcore

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The fitness industry is evolving rapidly, requiring studio owners to stay adaptable and forward-thinking. Bryan Myers, President and CEO of Solidcore, shared his perspective on industry trends, leadership, and strategies for sustainable growth. With Solidcore’s 135 studios across 26 states and D.C., his insights provide valuable guidance for studio owners preparing to navigate the challenges and opportunities of 2025.

Fitness Industry's Future and Sustainability

The fitness industry has long been defined by cycles of rapid growth followed by downturns. To break this pattern, studio owners must focus on building stable, long-term business models. Resilience in operations, financial planning, and client retention is essential to position your studio for steady growth. While certain modalities thrive, others struggle to keep up, making assessing your studio’s strengths important and building strategies that emphasize consistency and stability. Whether through diversifying offerings or creating more predictable revenue streams, establishing a strong foundation is critical for navigating the industry’s ups and downs.

Embracing Data-Driven Decisions

As consumer needs evolve, data is essential for guiding business decisions. Studio owners should prioritize gathering and analyzing insights on client behavior, preferences, and performance metrics to make decisions. Regularly track attendance, class popularity, and client engagement to refine your services and optimize operations. This data-first approach will keep you ahead of trends and better equipped to deliver what your clients need. This approach helps identify areas for improvement and ensures you’re meeting the changing expectations of your members.

Adapting to Changing Consumer Needs

Studios that adapt their business models while maintaining a clear brand identity are best positioned for success. Take inspiration from companies that have expanded their services while staying true to their core mission. For example, you could explore partnerships or introduce additional services that enhance your existing offerings, creating a more comprehensive experience for your clients. It’s essential to regularly assess whether your services align with the needs of your community. Staying ahead of trends doesn’t mean chasing every new idea—it’s about building on what makes your studio unique while introducing enhancements that add genuine value.

Overcoming Retention Challenges

Client retention remains a top challenge in the fitness industry, particularly in converting first-time visitors into loyal clients. Data shows that the most profitable studios convert 30% of first-time visitors into repeat customers. Improving follow-up processes and creating impactful first impressions can significantly improve retention.  To improve retention, ensure your team is trained to engage meaningfully with new clients. Establish systems that allow for personalized follow-ups and create a welcoming environment that encourages repeat visits. Small, intentional steps can make a significant difference in building client loyalty.

Operational Insights for Studio Owners

• Class Pass: While it can introduce new clients to your studio, it may devalue your services. Use it sparingly and maintain a strong direct marketing strategy.
• Leadership Training: Immerse new managers in your brand by having them train at established locations before launching in new markets.
• Employee Satisfaction: Regularly track staff happiness, especially in service-focused industries like fitness, where employee engagement directly impacts client experience.
• Hiring Local Talent: Source managers with coaching and community-building skills through internal promotions, job boards, and client recommendations. Build a team that combines a passion for fitness with strong business acumen to remain agile in a competitive market. Look for opportunities to blend these qualities within your team, whether through hiring or professional development.