# FitScape Fitness brands engage gym-goers with escapism themes. By [Ady Floyd](https://www.trendhunter.com/AdyFloyd), Futurist, VP Innovation Strategy | Published Jan 29, 2019 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/fitscape ## Key Figures - Trend score: 3.2/10 - Evidence articles: 4 ## What is the FitScape trend? **FitScape:** Gyms are looking to brand themselves as a retreat-like experience where gym-goers can feel "transported". These elevated gym-going experiences offer more motivation for people to purchase memberships and frequent the locations. ## The consumer insight behind the FitScape trend Motivation is a key factor for most consumers who are looking to enhance their fitness levels--and a lack of it can be very detrimental to their personal goals. Consumers who struggle with staying motivated and consistent in their routines look for unique fitness experiences that they genuinely enjoy. ## At a Glance - Evidence: 4 featured examples - Articles from: Mar 19 to Dec 14, 2018 - Published: Jan 29, 2019 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence) - Megatrends: [Multisensation](https://www.trendhunter.com/megatrend/multisensation), [Hybridization](https://www.trendhunter.com/megatrend/hybridization), [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the FitScape trend ### Transportive Fitness Experiences Gyms and fitness centers are branding themselves as relaxing and retreat-like to offer unique fitness experiences that motivate consumers and enhance their fitness goals. ### Luxury Fitness Centers The use of repurposed spaces and award-winning designs for fitness centers are providing patrons with luxurious and relaxing fitness experiences. ### Cross-Cultural Fitness Spaces Fitness centers are merging western and eastern concepts of materiality and spatial definition to promote personal sports training, relaxation and leisure. ## What the FitScape trend means for industry ### For Hospitality The use of unique fitness experiences in hotels and resorts to attract customers looking for luxurious and relaxing fitness options. ### For Architecture and Design The use of award-winning designs and the repurposing of old studios and offices for fitness centers and gyms allows designers to create unique and engaging fitness environments. ### For Fitness Equipment and Accessories The demand for unique fitness experiences requires fitness equipment and accessories that are specialized for specific workouts and environments like underwater or cross-cultural settings. ## Workshop question What category or company can your brand gain inspiration from? ## Trend signals for FitScape Trend score 3.2 out of 10, from popularity 43%, activity 44%, freshness 8%. - Popularity: 43% - Activity: 44% - Freshness: 8% ## Examples of the FitScape trend 4 featured examples from Mar 19 to Dec 14, 2018. - [Pyramid-Like Aquatics Centers](https://www.trendhunter.com/trends/aquatics-center): Kengo Kuma Builds a Relaxing Indoor and Outdoor Pool System (Category: Art & Design) Implication: Innovations in aquatic center design, such as pyramid-like structures, can provide competitive advantages for firms in the architecture and design industry. - [Cross-Cultural Fitness Spaces](https://www.trendhunter.com/trends/aqua-sports-spa): Aqua Sports & Spa Offers Fitness Spaces and Relaxation Experiences (Category: Lifestyle) Implication: Opportunity to design fitness centers that combine exercise with relaxation and leisure experiences. - [Repurposed Television Studios](https://www.trendhunter.com/trends/equinox-miracle-mile): Equinox Miracle Mile Transforms a TV Studio into an Expansive Gym (Category: Art & Design) Implication: Architects and designers can explore innovative ways to repurpose old TV studios and create unique fitness center environments that attract customers and differentiate from compet… - [Aquatic Pop-Up Yoga Events](https://www.trendhunter.com/trends/popup-yoga): The 5.8 Undersea Restaurant Housed a Mindful Yoga Session (Category: Lifestyle) Implication: Disruptive innovation opportunity: Incorporate unique experiences, such as underwater yoga, into resort offerings to attract wellness-focused travelers seeking immersive and trans… ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Lifestyle - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Multi-Benefit Protein Shakes](https://www.trendhunter.com/trends/comes-in-three-flavors) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Accessible Fintech Pop-Ups](https://www.trendhunter.com/trends/chequing-account) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)