New Year New You: Trends in the fitness industry for 2021

  • HIIT
  • Peleton


  • Air Fryer
  • Meal Kits


  • Kettlebells
  • Resistance Bands

It’s not been a typical year and I think we can all agree that we’re glad to see the back of 2020. Trends have often reflected just how atypical a time it has been - with a surge of products and services to cater for lockdown, remote life and pandemic living. We’ve had a year at Trendlab seeing various e-commerce and marketing trends linked to COVID and the change in our daily lives. Market intelligence tools are handy at telling their own story through customer insight - rise in demand for food delivery, remote work, e-learning and many more indicate that trends often reflect real-world events and vice-versa.

But just as the repercussions of the pandemic have been felt throughout our lives in many areas - fitness is one of the biggest. This metacultural trend is showing no signs of slowing. How we work out and maintain a ‘healthy life’ looks very different to just a year ago. Here are the ongoing trends we see continuing to gain traction in 2021:


High-intensity interval training, also called high-intensity intermittent exercise or sprint interval training, is a form of interval training, a cardiovascular exercise strategy alternating short periods of intense anaerobic exercise with less-intense recovery periods, until too exhausted to continue.

In addition to being accessible, HIIT provides many benefits, including calorie burn, lowering oxygen consumption and gaining muscle mass. Retailers and brands responded in kind, given the advantages of having at least some equipment may have, by pushing them into their Sales pages. 

The most targeted segments are Healthy Lifestyle, Lifestyle Culture (Interest & Lifestyle) and Health And Fitness (Category). Interest comes mainly from Millenials (23-37) (Demographics), Female (Gender Identity), that live in Singapore (Place) and speak English (Language).

  • Peleton

The pandemic has shifted the fitness industry’s momentum toward technology that enables a more remote, home-based focus, rather than a burdensome garage gym - the rise of artificial intelligence means that the software is in place to open up the options for what home workouts look like.

The same can also be said for the stationary exercise bike, Peloton. Peloton has proved so popular during the pandemic that Chief Executive, John Foley declared it to be ‘Covid-proof’ and the number of subscribers has doubled in the past year with its share price increasing by 236%.


  • Air fryer

An air fryer is a small countertop convection oven designed to simulate deep frying without submerging the food in oil. A fan circulates hot air at high speed, producing a crisp layer via browning reactions such as the Maillard reaction. Some reviews have found that regular convection ovens or convection toaster ovens produce equally good results.

Here is a demonstration of the strength of forecasting on Trendlab. The increase in healthy lifestyles have led to a surge in health-focused kitchen equipment,, and the air fryer is one of the market’s strongest examples (...because who doesn’t like chips?). Trendlab’s comparison shows that forecasts display a very accurate timeline, almost matching the realtime measured data. That plus a search volume of 1m (the average monthly searches) that will only be boosted by the passed Black Friday - mean it would be wise to keep an eye on that yellow line…

The most targeted segments are Sporty, Fashionistas & Beauty Lovers (Interest & Lifestyle) and Social Media (Category). Interest comes mainly from Millenials (23-37) (Demographics), Female (Gender Identity), that live in the United States (Place) and speak English (Language).

A meal kit is a subscription-based service that sends the customer a box containing pre-portioned ingredient items for that kit’s recipe. All that remains to be done is to combine the ingredients, cook and serve.  Some meal kits require chopping, slicing and similar prep steps.


With most meal kits services, the subscriber signs up for a certain number of meals per week. The plans are flexible, allowing for changes in meal items and skipping weeks as needed; service can be cancelled at any time without a cancellation fee.

Coronavirus has negatively disrupted most of the food industry, but it has raised Meal Kits’ demand. This growth is due to the demand of customer for safe food during the lockdown. Since most food outlets and restaurants were closed during this period,  eating out was a struggle in 2020. Understandably we’re looking at recreating restaurant-style meals at home until restaurants finally reopen and we can return.

This huge demand has led to the boom of online websites selling fruit & veg boxes, restaurant meal kits and food subscription services.

The most targeted segments are Healthy Lifestyle, Foodies (Interest & Lifestyle) and Food And Drink (Category). Interest comes mainly from Millenials (23-37) (Demographics), Female (Gender Identity), that live in the United States (Place) and speak English (Language).


  • Kettlebells

Kettlebells are cannonball shaped weights with handles attached and are usually made from cast-iron or rubber-coated cast iron. Kettlebells come in various weights and sizes and can help develop core strength, improve grip strength, and provide overall muscle development.

Home workouts have surged as a result of the lockdown. With gyms and other facilities closed, fitness platforms and influencers have had to adapt - one of the most effective ways to train with limited space is Kettlebells.

The most targeted segments are Healthy Lifestyle, Trainers (Interest & Lifestyle) and Health And Fitness (Category). Interest comes mainly from Millenials (23-37) (Demographics), Male (Gender Identity), that live in Ireland (Place) and speak English (Language).

  • Resistance Bands

A resistance band is an elastic band used for strength training. They are also commonly used in physical therapy, specifically by convalescents of muscular injuries, including cardiac rehab patients to allow the slow rebuilding of strength.

Not only are they cheap (about £4 each) and easy to put away, but research has found that the way they can tone and condition muscles are as effective as any set of weights. According to the comparison site Idealo, sales of stretchy fitness bands and loops increased tenfold during our first lockdown

Much of this popularity is thanks to the pandemic. With gyms across the country closed for the foreseeable future, many regular gym-goers might find themselves in a bit of a pickle when it comes to setting up a suitable alternative for home workouts. 


The most targeted segments are Music Lovers, Fashionistas & Beauty Lovers (Interest & Lifestyle) and Social Media (Category). Interest comes mainly from Millenials (23-37) (Demographics), Female (Gender Identity), that live in Ireland (Place) and speak English (Language).

COVID had forced us to rethink about space and how we use it effectively to maintain a healthy lifestyle. We foresee that these trends outlined above will continue to be popular throughout the year and even beyond the crisis. Trendlab is a key platform for keeping a close eye of these developments.