How to Future-Proof Your Gym in a Changing Industry | GrowthFit

In a market where independent gyms battle medical aid subsidies, shifting trends, and changing consumer behavior, Roland Steyn’s GrowthFit talk delivered a wake-up call. With insights from global fitness expos, partnerships with 5,000-location chains, and experience from launching gyms across South Africa and the Middle East, Roland outlined how South African gym owners can survive—and thrive—by evolving faster than the competition.

Here’s what you should be doing right now.

1. Embrace the High-Value, Low-Price Model—But Strategically

Roland explained that South African gyms must adapt to a market where the average consumer expects memberships between R200–R500/month, thanks to medical aid subsidies. The key? Offer undeniable value at this price point, while introducing paid-for extras like saunas, HYROX training, and recovery services.

“You can’t compete with a subsidized membership on price alone. You must out-deliver on experience.”

2. Invest in Adaptive Equipment, Not Just What’s Familiar

Plate-loaded machines are trending globally, especially adaptive models that support natural movement and biomechanics. Steyn emphasized that this type of equipment—though often overlooked—is what retains serious members and keeps your gym relevant.

“Don’t wait for members to ask for adaptive machines—once they try them, they stay.”

3. Rethink Recovery as a Must-Have, Not a Luxury

From infrared saunas to ice showers and red light therapy, recovery is now a core expectation. Roland urged gym owners to install even small-scale recovery features and charge nominal fees as value-adds.

“You’re not just competing with other gyms. You’re competing with how your members want to feel.”

4. Build Private, Women-Focused Zones

Women’s wellness is exploding. Roland spoke about dedicated “booty zones” and women-only strength floors featuring rose gold dumbbells and premium selectors. These aren’t gimmicks—they solve a real comfort barrier and increase member retention.

“Ladies want privacy when training glutes. Give it to them—or lose them.”

5. Stop Undervaluing Body Composition Data

Traditional scales and BMI are outdated. Tools like Evolt not only provide muscle mass tracking per body part, but also generate supplement plans, enabling upsell opportunities and deeper member engagement.

“If you’re not measuring progress, your members are training blind.”

6. Focus on Sustainable, Not Flashy Growth

Roland introduced the concept of “elephants vs unicorns.” Elephants represent slow, community-based fitness businesses with thick skin and sustainable growth. Unicorns rise fast—but crash faster. Think CrossFit or Peloton.

“This isn’t a sprint. It’s sustainable momentum that wins.”

Takeaway for Gym Owners:

The South African fitness landscape is tough—but also full of opportunity. Your ability to differentiate, adapt globally-relevant ideas, and obsess over experience will define your success. This isn’t about keeping up with trends—it’s about being ahead of them.