How consumers prioritize and practice fitness is evolving, according to iFit chief marketing officer Raquel Rozas.

A greater share of individuals are exercising at least once a week, and they are looking toward fitness for health rather than aesthetic goals. The activities they are choosing highlight this trend: The population that is lifting weights, pulsing in Pilates classes and running are all on the rise.  

“Consumers are building what I call a wellness stack with a very longevity-minded view of the future,” Rozas told Ian Fredericks, chief executive officer of Hilco Global Capital Solutions and executive director of Hilco’s consumer and retail platform, during an episode of WWD Voices for Retail RX. “So it’s not just about training to look good for your high school reunion, but really about how is someone going to feel and move well into their 70s, 80s and beyond.”

[To listen to the podcast on Retail RX, CLICK HERE]

Another change is where consumers are working out. In just a decade, the portion of workouts happening outside a gym has more than doubled, and many are choosing home fitness. IFit has seen this shift firsthand, as the creator of digital fitness content as well as equipment like treadmills and stationary bikes under brands including NordicTrack, ProForm and Freemotion. Rozas said this increase in home workouts has been driven by more than just the pandemic. Instead, advances in technology that replicate some aspects of the gym and group classes remotely are key.

“That old knock on home fitness was that you lose sort of the experience of the commercial gym, especially if you’re working with a personal trainer, and that feedback of community and accountability was missing,” Rozas said. “But now what we’re seeing, especially with AI coaching come to the forefront, is that you can get that holistic experience at home.”

IFit has invested in personalization, helping its 12 million members access training that reflects their unique goals, fitness level and lifestyle. The aim is to provide a plan and routine that helps them keep coming back, since consistency is a key factor in improving fitness.

Sharing some insights for activewear designers, Rozas pointed to the rise of performance attire that is created specifically for women, as opposed to just resizing men’s gear. There are also opportunities in considering how people move in particular activities. “The brands that win in activewear are the ones who aren’t just designing for sort of generic active needs, but really designing for very specific human needs as it relates to fitness,” she said.

In this episode, Rozas speak about iFit’s content strategy, how Gen Z is raising the bar for fitness and why wellness is a resilient spending category.