The fitness industry in Pakistan is slowly growing to become one of Pakistan’s largest industries. Almost everyday it feels as though we are witnessing new gyms, fitness classes, fitness wear companies and health food chains opening up. A major reason for this is the advent of social media.
Due to ever-growing access to the internet, there has been a significant paradigm shift in the way that people, women in particular, view fitness. Previously, the fitness industry used to be male dominated. Now, females have gotten increasingly more interested in fitness and health with increased yoga, pilates and toning classes appearing in the country. This could be a direct result of increased knowledge from access to social media and the internet; a long-standing myth used among women used to be that if they do any exercise that isn’t cardiovascular activity, then they’ll bulk in the same way men do. Thanks to increased knowledge on health and fitness, this myth has been dispelled.
Furthermore, we can thank Bollywood and Hollywood celebrities and social media influencers for encouraging people to hit the gym. Using their wide social media platforms to showcase their toned bodies, or upload photos or videos of themselves at the gym as well as collaborating with various internationally recognised athleisure brands has inspired their millions of followers to take an interest in fitness.
Additionally, in the last decade, athleisure has blown up. Companies such as Nike, Adidas, Puma and Lulu Lemon have blown up over the past few years becoming a status symbol for anyone who can afford them. With added marketing on social media and collaborations with major celebrities and brands, even people who may not have previously taken an interest in fitness choose to invest in athleisure using it as loungewear. When you’ve already spent a fortune on sportswear, then you’re more likely to give the gym a go given that one of the main excuses that people give for not exercising is not having the appropriate sportswear.
Moreover, the availability of personalised fitness training programs has massively helped in the growth of the fitness industry in the country. In the present times, people don’t hesitate in spending quite a sizeable amount for looking and feeling good. The sheer number of people hitting the gyms is a testimony to this trend. However, not everyone knows what exercise to do, how to do, when to do, what to eat etc. Here the role of personalized fitness training program comes to play. One of the other most important reasons why people need a personal trainer is that they help bring in accountability and sincerity.
As a result of all the above factors, the gym and fitness industry in the country is seeing bright days at present and further has golden days ahead. Poised to grow by 20-30 per cent every year, this sunrise industry has ample growth opportunities for established and emerging players in the segment.