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As digital wellness transforms the fitness industry, technology is accelerating the role that wearables, data and AI play in creating personalized content and a holistic approach to fitness. Data and automation are driving the growing demand for personalized, accessible, and results-driven solutions.
Read more: Digital Wellness Transforms Fitness: AI, Weight Loss & TechIn this Wexer podcast, CEO Paul Bowman sits down with Hans Muench, Principal of Muench Solutions and Director of the Fitness Industry Technology Council (FIT-C), to unpack the latest trends shaping this digital wellness evolution. Muench outlines the opportunities club operators and digital platforms must seize to meet today’s member needs.
Who Is Hans Muench?
Hans Muench is a globally recognized thought leader in fitness innovation. With a background that spans continents and decades, Hans has held roles with Life Fitness, IHRSA, and now serves as Director of FIT-C. Through his consultancy, Muench Solutions, he supports fitness operators and suppliers in scaling operations, enhancing user experience, and optimizing digital strategies.
Hans focuses on a clear mission: growing the fitness industry and improving lives through strategic digital integration. His global perspective, deep network, and on-the-ground insight make him one of the most influential voices in fitness tech today.
Digital Fitness Trends: What’s Shaping the Industry
The digital fitness and wellness sector in Europe is expected to reach $14 billion by 2025, according to Muench—and it’s not just driven by gadgets. The shift is rooted in how clubs are redefining engagement, personalization, and integration across the user journey.
1. Digital Touchpoints & Sign-ups
Hans notes a sharp rise in digital-first engagement with the acceptance of digital membership sign-ups. Digital sign-ups have increased significantly with some fitness clubs seeing as much as 90%. From digital onboarding to virtual class scheduling and biometric entry systems, members are increasingly expecting seamless digital interactions. Surprisingly, even luxury clubs charging $80+ per month are seeing most new members sign-up online.
2. AI and Automation Strategies
AI is no longer just a buzzword—it’s a driver of retention, re-engagement, and efficiency. One German club group uses AI to track when members haven’t visited in 10 days and triggers a personalized outreach. We send them a message. If they don’t come in within seven days, we escalate with a text and a call because attendance is key to retention. This type of smart engagement reinforces that a member’s value doesn’t end when they walk out the door.
3. Persona-Based Content
Today’s members want relevant content, not a generic fits everyone approach. Successful operators are beginning to segment content delivery by member preferences and behavior, much like streaming platforms or social media apps.
“In terms of profitability and serving members in a holistic way, there is a lot more revenue if you can identify what needs you can serve. If someone is not interested in child care and you’re sending them content about it, they’re tuning out. If they’re into yoga, show them yoga.”
~ Hans Muench, Principal of Muench Solutions and Director FIT-C ~
4. Wearables & Wellness Tracking
Wearables like Apple Watch and Garmin are becoming central to fitness journeys. Muench observes. There should be somebody on staff fluent in technology you are using, like Apple Health or Android wearables. Why not sell wearables you can support? Beyond step tracking, wearables are used in health assessments, sleep monitoring, and even doctor visits.
“My doctor in New Zealand is connected to my WHOOP data, which reinforces the role health data is playing in personalized care.”“
~ Paul Bowman, Wexer CEO ~
How To Integrate Healthcare And Nutrition Into Digital Fitness
1. Support For Weight Loss Medications
Muench predicts that weight loss injections and pills will become common offerings in health clubs. For example, in Switzerland, trends are showing weight loss injections or pills will become a standard thing in 30% of the clubs. The intersection of fitness and healthcare is blurring, especially with GLP-1 drugs like Ozempic and Saxenda gaining popularity.
A critical education point that clubs must emphasize as they embrace medical wellness in their facility is to reinforce that you must strength train while you are using the weight loss drugs or you’ll also lose vital muscle mass.
2. Embrace Nutrition
Despite its impact on results, nutrition remains an underdeveloped offering in many clubs. Yet, integrating digital nutrition programs is low-lift and high-impact. Tools exist that allow operators to deliver meal plans, support, and habit tracking in just minutes for members. Muench likens the potential to Weight Watchers with scalable, group-based, and accessible nutrition programs.
“The image the health club industry projects is that it is not where you go to lose weight. That needs to change. There are less than 30% of clubs in the German-speaking market that offer nutrition programs.”
~ Hans Muench, Principal of Muench Solutions and Director FIT-C ~
3. Provide Holistic Wellness Offerings
From sleep modules to mobility programs, clubs have the opportunity to expand their services without significant overhead. There are plent of sleep programs and stress management tools out there. Health clubs don’t need to build them from scratch.
These offerings not only help with retention, but also open the door to corporate wellness partnerships and ancillary revenue streams. Aggregators like Urban Sports Club are already ahead of the curve, bundling physical and digital access for corporate clients.
The Future: A Blended, Personalized Wellness Ecosystem
According to Hans, the future lies in blending live and digital experiences, offering hyper-personalized solutions, and meeting members wherever they are—physically or digitally. From integrating chatbots as digital receptionists to selling wearable-compatible subscriptions, clubs must evolve from fitness providers into lifestyle and wellness hubs.
In terms of serving members holistically, there’s more revenue if you can identify what needs you can serve and what members really want. Use your data to determine what your members really want. Sometimes they want yoga. Sometimes they want to know how to roll their shoulders. Sometimes they want to sleep better.
“There are more people to target than just those that want a cheap membership. There’s a large audience willing to pay more for curated services tailored to their goals.”
~ Hans Muench, Principal of Muench Solutions and Director FIT-C ~
Hans makes one thing clear: The clubs that thrive will be those that embrace change, personalize content, integrate wellness, and value service. As digital and physical fitness worlds continue to merge, operators must think beyond machines and memberships—and toward life-changing experiences. Fitness is everything.
Whether you’re a club operator, tech innovator, or coach—the time to evolve is now.
Additional Resources:
Want to learn more about the trends driving digital fitness forward?
📘 Download Wexer’s 2025 Europe Digital Fitness Trends
📘 Also Download Wexer’s 2025 Fitness Trends Report
Podcast 56