Sports and fitness medicine a healthy business sector
In the fifth century B.C.E., a Thracian physician named Herodicus declared that physical activity was the key to maintaining good health and avoiding disease. He is often considered the father of sports medicine.
While Herodicus would no doubt be amazed at the advances in athletic and fitness activities, he also would likely be gratified to know that his early theories have been proven correct. The rapid expansion of the fitness and sports medicine industries in recent decades shows no sign of slowing, as Baby Boomers are maintaining high levels of physical and athletic activity into their later years. This is a healthy business sector that will only become healthier in the coming years.
In addition to benefiting from the active lives of Baby Boomers, the sports medicine industry is expected to grow in part because of the sedentary youngest generation.
In a survey conducted by the American College of Sports Medicine, the need for programs to combat the childhood obesity epidemic in the United States ranked No. 1 among fitness and health professionals’ predictions of future trends in the sports medicine and fitness. A high intake of calories, coupled with a propensity for playing video games and using computers, has resulted in growing waistlines among children, a risk that experts believe can be combated only with a minimum of 60 minutes of rigorous physical activity each day. The impact of frequent reports of the health risks associated with childhood obesity will continue to resonate with parents and schools, experts predict, resulting in an increase in exercise programming for young people.
Other opportunities include special fitness programs for older adults offered through specialized facilities or specialized programs in retirement homes, fitness clubs or recreation facilities. Well-balanced programs offer many benefits for seniors, including muscle conditioning, strengthening of tendons and ligaments, and delaying the onset of osteoporosis and osteoarthritis. Routine exercise keeps the body limber and stabilizes joints to lower the risk of everyday injury. As a result of the growth in this market, fully accredited education and certification programs for health/fitness professionals are on the rise.
In addition, there is a growth in prescriptions for functional fitness, or strength training, to improve performance for activities required for daily living. Experts are finding a powerful link between exercises that mimic actual jobs and tasks and those that improve balance, coordination and strength.
Mind/body exercise continues to grow in popularity as more and more practitioners advocate the powerful mental and physical benefits of yoga, Pilates and tai chi. Additionally, many fitness professionals expect advances in technology to help in disease prevention and management by tracking the outcomes of personal fitness programs.
Another emerging trend is a team approach to medically supervised physical fitness. Often a personal trainer will consult with nutritionists and physicians to craft a healthy regimen for a specific patient. This kind of partnership offers promising business opportunities for fitness facilities to team up with medical facilities to provide more holistic approaches to preventive care.
Savvy entrepreneurs will offer simple, affordable and convenient options for maintaining physical fitness. Consumers want variety in their workout options. Equipment for home gyms and personal trainers willing to come to the home will continue to be popular options.
An understanding of market needs, exercise options and profitable partnerships will serve the health-conscious entrepreneur well as we all live longer, healthier lives.