From Flexible Workouts to Data-Driven Training, Here’s What Today’s Health and Fitness Consumers Want
Health and fitness trends in 2026 focus on flexibility and convenience.
Consumers want efficient workouts that fit into busy lifestyles.
Technology and data are shaping how people train and track progress.
Fitness studios are evolving to meet changing expectations.
From hybrid training to data-driven workouts to wearable technology, 2026 is shaping up to be a transformative year for the health and fitness industry, according to the American College of Sports Medicine (ACSM) in its annual trends report.
And with more consumers than ever embracing fitness, the market is evolving to meet changing lifestyle priorities.
“Consumers want training that improves how they move and feel in everyday life, without spending hours in the gym, and they increasingly expect tech-enabled, personalized experiences,” says Erin Hildebrand, the director of franchise development for SWEAT440, a boutique fitness brand.
Accessibility, Flexibility are Key
Accessibility and convenience are also high on the list of what to watch in 2026.
“Busy lifestyles are one of the biggest barriers to working out,” Hildebrand says. “Consumers want fitness to fit into their lives, not the other way around.
“We’re also seeing growing demand for functional strength training, along with workouts that are efficient, flexible and accessible for all fitness levels.”
SWEAT440, she says, is perfectly aligned to meet consumer expectations.
Founded in Miami, Florida in 2018 by a pair of professional trainers, SWEAT440 offers a hybrid model of coach-led and digital-assisted functional strength training and HIIT-style (high-intensity interval training). Sessions begin every 10 minutes, allowing members to never have to deal with the stress of getting to a class on time and can get in a full workout whenever they arrive.
Hildebrand with SWEAT440 co-founders Matt Miller (left) and Cody Patrick
“Our model makes it easier for more people to show up, stay consistent and see real results,” Hildebrand says.
With its emphasis on flexible fitness, SWEAT440 has removed many of the barriers often found at traditional gyms. With no rigid class schedules, members arrive when convenient for them and then rotate through a 4-station 40-minute workout comprised of 10-minute circuits. The workouts are scalable for all fitness levels, which removes the intimidation factor.
“SWEAT440 offers a more accessible experience for members and a more scalable, efficient business for franchise owners,” Hildebrand says.
The brand is expanding, with 27 open studios and 105 additional locations in development across 14 new U.S. states.
Fitness Trends for 2026
When it comes to how people are engaging with their workouts, 2026 will also be the year of data-driven fitness, according to the ACSM.
Consumers will increasingly track their progress through real-time feedback, something SWEAT440 builds into every workout.
“Our technology-integrated studios use performance tracking, digital workout displays, and app-based engagement to create a more informed, connected fitness experience while still delivering the motivation and accountability of in-person coaching,” Hildebrand explains.
“This balance allows members to train smarter and more consistently, while giving franchise owners valuable insights to optimize operations and member retention.”
Healthy Franchise Opportunity
Fitness will continue to be a healthy investment in 2026 for those interested in franchise ownership.
According to the Health & Fitness Association, consumers plan to spend $60 billion to support their health, fitness and exercise goals this year. And to do that, 86% of those surveyed said that access to gyms, studios or other fitness facilities is extremely important.
Hildebrand says SWEAT440 is ready for the demand, accelerating its national expansion with 100-plus studios in development and recently announcing a 30-studio expansion in California. The brand has also seen much growth from existing franchise owners looking to scale.
Path to Ownership
A fitness background is not a pre-requisite to ownership, but Hildebrand says along with strong management skills, potential SWEAT440 owners should possess a clear focus on data and performance metrics.
“Those who thrive are data-driven, coach their managers effectively and leverage SWEAT440’s systems to make informed decisions while building a strong, community-focused culture,” she says.
SWEAT440 provides comprehensive support to franchisees before opening, including site selection, real estate guidance, build-out and design support, operational training and marketing planning.
After opening, franchisees benefit from ongoing training, performance coaching, technology support and operational insights to help drive member growth, optimize KPIs, and continuously improve studio performance.
As for what else is in store for 2026, Hildebrand says SWEAT440 is focused on accelerating its national expansion and bringing its flextime, efficient fitness model to more communities across the U.S.
“This expansion goes hand-in-hand with strengthening strategic partnerships and enhancing programming — like integrating new training tools — to keep member experiences fresh and engaging as the franchise footprint grows.”
Visit the Sweat 440 website for more information.
