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In 2024, the Indian fitness landscape has moved towards a more holistic, longevity-focused approach
The fusion of strength training, wearable technology, and a shift in mindset from vanity to health is reshaping how people view fitness and wellness. (In frame: Disha Patani)
The fitness landscape in India has undergone a significant transformation in 2024, with shifting consumer preferences reshaping the way people approach their health and fitness journeys. A greater focus on functional fitness, wearable technology, and strength training has emerged, marking a clear departure from traditional fitness trends. Industry experts provide valuable insights into how these trends have evolved over the year.
A Shift from Vanity to Longevity
Jitendra Chouksey, Founder & CEO, Fittr, highlights the growing distinction between getting fitter and getting healthier. “Getting fitter and getting healthier are two different things, and with wearable tech, people can see a united effect of getting fitter on getting healthier,” he says. Chouksey points out that there has been a noticeable shift in consumer behavior, particularly among middle-aged and older individuals, from focusing on vanity to prioritizing longevity. The use of wearable technology has played a crucial role in this shift, offering people a deeper understanding of how their fitness efforts are impacting their overall health. “The numbers are still early, and we still have a long way to go,” he adds, acknowledging that while the trend is promising, there’s much more to be achieved in terms of mainstream adoption.
Strength Training Gains Popularity
Dr. Rajan Kochar, a Stanford-trained gastroenterologist and fitness expert, a renowned fitness and nutrition expert, notes that 2024 has been a pivotal year in reshaping the Indian fitness narrative. “We have seen the narrative around fitness and nutrition change. People are paying more attention to strength training and moving away from the traditional idea of equating ‘exercise’ only with cardio training,” he says. This shift in focus has been supported by growing research that underscores the benefits of strength training, not only for fat loss and muscle gain but also for overall health. According to Dr. Kochar, weight training is now recognized as an equally, if not more, important modality of exercise compared to cardio.
Fittr, the fitness platform founded by Jitendra Chouksey, has played a significant role in changing this narrative, helping individuals embrace strength training as a key component of their fitness routines. The increasing awareness around the importance of muscle-building exercises reflects a broader change in the fitness mindset across India.
Wearable Technology: From Heart Rate to Holistic Health Metrics
One of the most significant shifts in 2024 has been the growing use of wearable technology. Dr. Kochar explains that people are now moving beyond the basic metrics of heart rate and step count. “People are using wearables more than ever now and are paying attention to their fitness metrics—they’re not just looking at the heart rate and step count anymore but looking at more sophisticated and meaningful data points including resting heart rate, heart rate variability, sleep quality, and VO2 max,” he shares. This shift towards more comprehensive health data indicates a growing desire to understand the full picture of one’s physical well-being.
The wearable technology market is experiencing rapid growth, with numerous companies racing to create the best devices. Dr. Kochar, who has personally tested multiple devices, points out the increasing sophistication and promise of wearables. “The HART ring by Fittr is one such wearable with a lot of promise,” he says, suggesting that this new wave of technology is poised to provide even more valuable insights into personal health.
Emphasis on Longevity
Both Chouksey and Dr. Kochar emphasize the increasing importance of longevity in today’s fitness culture. Dr. Kochar is particularly encouraged by the growing awareness around health in a world that is often fast-paced and stressful. “There is a massive emphasis on longevity, and I feel that is driving this conscious effort by the masses to be ‘fit’ and ‘healthy.’ It makes me happy to see people focusing on their health in today’s busy world,” he says. He believes that by improving lifestyle habits, particularly diet and exercise, individuals can prevent the onset of major diseases such as cardiovascular disease, diabetes, and cancer—conditions that are closely linked to poor lifestyle choices.
In 2024, the Indian fitness landscape has moved towards a more holistic, longevity-focused approach. The fusion of strength training, wearable technology, and a shift in mindset from vanity to health is reshaping how people view fitness and wellness. While the numbers are still in the early stages, the growing trend towards a healthier, more informed fitness culture suggests a positive future for the Indian fitness industry.