The Future of...FOUNDING-AND FINDING-FITNESS

CRUNCH FITNESS CEO Jim Rowley has seen many fitness fads come and go. The former Marine spent 15 years as an executive at 24 Hour Fitness, founded three gyms of his own, and has been at Crunch for 13 years. So when he says to jump on a trend, know that his opinion carries weight. -Steven I. Weiss

What trends will shape fitness over the next year? Ten years ago, 90 percent of the people doing dead lifts were men. Now we're seeing many more women doing them. I've been in the business for 30 years and I didn't see that coming. But what I do see coming is post-Covid demand for personal training.

People, especially now, want fast results and customization. There's always something they want to change about their body, whether it's fat percentage, muscle, orthese days-maybe getting a bigger bottom.