I was preparing the marketing lecture for our 200 hour Yoga students and had to really stop and think about where the future of Yoga is going and how to advise new Yoga students how to market their goods.
This sent me off into a tangent of looking back at the last 40 years of fitness. Because of my age, I have been a frontline witness to all of this since is started in the early 1980s when I was in my twenties. Now with the upcoming 2020 New Year upon us, that’s an era of some 40 years! Wow! So much has happened in that time.
We’ve seen the birth of Aerobics with Jane Fonda. The success as people engaged with how much better fitness made them feel in the shape of aerobics classes bursting all over the world. As people joined in we realised that we needed to step up on Education to prevent injury, so the fitness associations were born. Then ‘Big Business’ noticed what was happening and in came the big companies like Reebok and Nike bringing with them the Nike road shoes and Reebok fitness tours. Then “Reebok Step”, “The Slide”, and the equipment to try and cater for needing to be involved in this ever-growing industry.
Then the population who started exercising in the 1980s had babies and, as they were all getting a bit older, they started looking for alternative methods: Pilates, Chi Ball, Body Conditioning, Core Strength and Zumba.
Sport shops had become much less of a male environment and more the in place to shop built up around the attitudes of these same people attending classes. Women in a gym environment, that was once an unusual site in the 1980s, suddenly became commonplace. The birth of Cross Fit body training systems brought a whole new evolution in training people.
Then Yoga, no longer just catering to the ageing populations but also now to young Millennials, became the thing for people that wanted to experience fitness in a more spiritual way. Now Yoga studios were popping up everywhere in main cities and often on every street corner. The numbers of newly qualifying Yoga Teachers contributed to this greatly!
This is all really great and normal for things to evolve but what ’s coming next?
People are wanting more information and are starting to realise they’re responsible for their whole health and no longer just in the form of exercise. Access to the Internet and all sorts of different exercising experts, (and some not that expert but good at social media), is providing access for people all over the world, all of the time.
So people are now seeking more than just a class. They want something that is going to fill not only the physical but also the mental and emotional requirements of the Self!
People are aware of the whole picture and trainers and teachers now need to be aware of how to present the whole picture too if they’re going to go forth and create businesses in this new phase that we are about to enter.
That all came from me preparing the marketing lecture … So back to the original question on how to market yourself into the unknown future? An interesting question!
And as for the shape of the fitness industry? Maybe for the next blog!