In today’s fast-changing business landscape, companies that aim to succeed typically develop solid strategies while remaining agile enough to shift with changing trends. However, it’s crucial to note that while 71% of fast-growing companies develop strategic plans, a significant 60-90% of those ideas never get off the ground. Moreover, for organizations that do have an established direction, only 15% of leaders believe their companies can adapt to change. This underscores the importance for modern entrepreneurs to craft plans that are not just strategic, but also executable and flexible in light of industry trends.
While some disruptions, like the COVID-19 pandemic and resulting economic uncertainty, are impossible to anticipate, others can be seen brewing if leaders pay close attention. Industry trends play a pivotal role in indicating a market’s trajectory. These broader influences, which can include everything from technology to economic fluctuations and consumer demand, are the ones that agile entrepreneurs should keep a keen eye on. Recent developments like the spread of artificial intelligence (AI), hybrid workforces, and sustainability measures may shake even the most steadfast companies. Still, those who succeed often do so by embracing change and integrating these trends within their industry into their business models rather than resisting the inevitable.
Trend integration can be illustrated by the fitness industry, which shifted from a predominantly in-person, communal approach to exercise to one that has been turned upside down by digital innovation, personalization requirements, and demand for bespoke offerings. For example, wearable technology led the way in 2024 fitness trends, marking the need for everyone from personal trainers to big-box gyms to find new ways to leverage the technology to their advantage. “It is important for exercise professionals to leverage the capabilities of wearable technology to improve adherence and autonomy for clients,” explained A’Naja Newsome, Ph.D., ACSM-CEP, co-author of the Trends report produced by the American College of Sports Medicine.
Yet the first Fitbit was introduced in 2009, well before the takeover of smartwatches and smart rings. Most tech-forward fitness brands are now integrating their gym-based services with wearable technology that enhances user experiences and collects user data to help drive future decision-making.
Another key trend in the fitness industry was moving from group activities to personalized exercise in hybrid environments. While giving rise to boutique clubs and the popularity of web-based, app-based programming, existing fitness programs can benefit by varying programming to accommodate these needs. According to fitness entrepreneur Anthony Geisler, how people approach fitness has “really transformed from big box locations and people are looking to go and spend a little bit of money and run a treadmill or lift a weight. and shifted over about 15 years ago to boutique fitness where people want specialized services and boutique services.”
Entrepreneurs looking to stay current with shifting trends must conduct consistent, regular industry analysis. Subscribing to current publications and industry reports can give insight into data forecasting that can help drive decision-making. Regular competitive analysis can also help guide changes, staying abreast of how others respond to customer interests or demand shifts. Consumer insights also remain significant, with regular polling of long-term and new customers helping to shed light on emerging trends within a specific subset of the industry.
Significantly, staying current on industry trends can help a business not only remain relevant but also help it stand out. Author and entrepreneur Mike Vestil shared, “Innovation is essential for businesses to differentiate themselves from competitors, capture customer interest, and excel in dynamic markets. In the same way, business leaders can benefit from taking a step back and being open to the idea that there may be more to shifting circumstances than they first understood. “Don’t assume that what worked before will continue to work or that what was desired will continue to be wanted or needed,” said Jason Van Camp, founder and CEO of Mission Six Zero.
Above all, entrepreneurs should remain open-minded and take advantage of unique opportunities in their industry. Understanding the full scope of industry trends and maintaining a willingness to adapt can make all the difference. It’s not just about staying current, but also about understanding the implications and potential opportunities that these trends can bring to your business.
