If you’re reading this, there is a good chance that the fitness industry has failed the vast majority of the people you know. I can make this statement with a great deal of confidence given that less than 20% of Americans go to gyms and fitness centers. Some in the fitness industry might find this statistic surprising, but the objective reality is that the fitness industry has failed the vast majority of Americans, especially the ones that need the industry’s help the most. Let’s explore why together, and most importantly, what needs to be done to change it. UNDERSTANDING THE FITNESS INDUSTRY According to several industry sources, including the trade association for the fitness industry, IHRSA , the industry has hovered around 15-20% market penetration for the past 30+ years. This is a remarkable statistic given the growth of the industry during that same period of time. According to Forbes , the industry has seen significant growth in terms of revenue and organizations, particul
