ABC Fitness' latest report reveals an increase in AI adoption led by Gen Z, but trust issues and privacy concerns could halt momentum. This is what the fitness tech company has revealed and what we recommend for fitness operators
Something unexpected has happened in the gym this summer, but it's not just a surge in pedestrians. Not everyone is for sale in AI Frenzy.
The ABC Fitness 'New Summer 2025 Wellness Watch report reveals how consumers are involved with AI.
Drawing on data from third-party research from Clavintel, over 40 million members, over 30,000 gyms and 500,000 fitness experts, the report outlines the emergence of opportunities for growth and engagement.
Here's what fitness technology companies found:
A summer slump? Not this year
Summer usually attracts fitness consumers to the beach and barbecue instead of gyms, but ABC Fitness reports a 27% increase in check-in for new gyms and studios across gyms and studios driven primarily by HVLP-loving Gen Z and millennials. Fitness Tech Company also found an average of seven studio visits per month, with gym check-in increasing by 15% each month.
As ABC Fitness points out, opportunities lie in technology and AI, and new tools and data can emerge to help boost both retention and acquisition.
“AI is becoming an integral part of a member's lifecycle from the moment someone walks the door for a long time after they've joined,” said AI Robert Jackson's Vice President of ABC Fitness. “This helps fitness businesses personalize experiences, predict behavior, and automate engagement in ways that were previously impossible. The future belongs not only to AI as a tool, but also as a core part of their operations and growth.”
Boomers are not sold on AI (yet)
One important finding from ABC Fitness: 26% of active consumers say they are “very familiar with” AI-powered fitness and wellness tools, but that number is silent by just 6% among boomers. Similarly, only 12% of boomers “strongly agree” that AI can support individual health and fitness goals, compared to 33% of Gen Z and 38% of millennials, are “strongly agreed.”
Of users involved in AI, 61% use it for fitness tracking, and 49% rely on nutrition. Additionally, 36% use AI to generate virtual fitness training and workouts, and 37% use mental wellness apps. Gen Z shows the best engagement overall, with 64% saying they used the AI Fitness and Wellness app compared to 59% of Millennials, 41% of Gen X and 17% of Boomers.
Almost half (49%) of respondents say they use AI-powered tools every day for fitness and wellness, compared to 30%, occasionally 18% and only 4% who use them every week.
Privacy, Cost, and Disturbance Fuel Scepticism
Despite the increasing use, trust remains a barrier. Almost half of consumers report encountering inaccurate data from AI tools. While only 17% of Boomers trust AI-driven fitness apps completely, 43% of Millennials and 33% of Gen Z express full confidence.
Key concerns include data and privacy (55%) and lack of awareness and understanding (38%). Concerns continue to be about excessive dependence on technology and costs (both 37%), lack of personalization (35%), and difficulty using AI tools (24%).
opportunity
With Boomers still growing concern about fences and privacy, the fitness industry is facing long-term engagement challenges and opportunities, especially as younger generations continue to set the pace.
To stay competitive, ABC Fitness encourages operators to focus on personalization through adaptive coaching, tailored workout plans and real-time feedback, delivered via an intuitive, user-friendly platform that resonates across age groups.
The report also calls for stronger privacy protection measures, such as transparent data policies and the secure storage of personal health information. Improved connectivity between wearables and apps is another priority to ensure accurate tracking of performance, recovery, and health metrics.
ABC Fitness notes that gamification features such as leaderboards, achievement badges and interactive challenges can also drive engagement. Other recommendations include on-demand AI workouts, virtual coaching, digital community, and biometrically driven recovery tips to help users balance effort and rest.
