The modern gym has become more than just a place to sweat — it’s evolved into a wellness and lifestyle hub for time-starved professionals chasing longevity, mental clarity, and high-performance living.

Speaking on HOT Business with Jeremy Maggs, powered by Standard Bank, Planet Fitness MD Mannee de Wet unpacked how fitness has radically transformed over the past three decades. Gone are the days of bodybuilding stereotypes and gendered workouts. Today, gyms cater to a broader, more discerning market that values function, science, and mental wellbeing just as much as physical appearance.

“For high-income earners juggling demanding schedules, gym time has become a vital sanctuary — a daily reset button,” de Wet explained. “We’re seeing a massive move toward holistic health. People want personalised, data-driven training, mindfulness spaces, and performance-focused recovery zones.”

From tech wearables tracking every heartbeat to apps that keep members engaged beyond gym walls, the wellness industry is aligning with the behaviours of digital-first consumers. Workouts now extend beyond the weight rack, with functional training, reformer Pilates, and dedicated mobility zones drawing new demographics to the gym floor — including more women prioritising strength over slimming down.

What’s also changed? The business model. Long-term loyalty and digital engagement now drive wellness success. “It’s about how often your members train, how connected they feel — not just how many you sign up,” said de Wet. “Access breeds retention.”

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As more South Africans shift focus from aesthetics to sustainability in health, gyms are responding with dynamic spaces that encourage social interaction, accountability, and emotional wellness — a must in the high-pressure lives of modern professionals.

After all, when your body is your most valuable asset, time at the gym isn’t indulgence. It’s insurance. Tune in to Hot Fm for more updates and news regarding lifestyle wellbeing