The explosive growth of recovery services
It’s not always easy to tell which trends will become concrete pillars holding up an industry. Recovery is one of the biggest new trends - and in our opinion, it’s here to stay.
Studios are catching on. Instead of purely physical or isolated experiences, they’re heading into an end-to-end health experience, helping members go beyond workouts and focus on holistic well-being.
In a recent survey, we found that nearly half of fitness studios now offer recovery services such as massage chairs (48%) and physiotherapy (44%). Saunas, remedial massages, and mind-body studios follow closely behind. These studios go beyond exercise to support members’ health journeys with services like nutrition consulting, health education, and even meditation coaching.
One studio owner from Massachusetts explained the shift, saying, “One of the major challenges is to offer fitness programs as part of preventive healthcare strategies and post-rehabilitation services.”
This emphasis on preventive care reflects the changing mindset in fitness today, where the focus is on total-body health, including recovery.
Stretching as part of recovery, not prevention
The data around stretching has always been pretty limited - but it’s becoming consensus that stretching before a workout (with some exceptions) leaves you open to injury. Stretching has thus been moved into the recovery stage of a workout.
On the back of this change, stretching-focused studios are popping up everywhere. Xponential Fitness, for example, just celebrated the opening of its 300th StretchLab, with plans for 800 more (!) around the world. Not far behind, Stretch Zone, another recovery-focused chain, recently surpassed 300 locations and received new funding to fuel further expansion. Other companies like Myodetox are combining corrective exercise, physiotherapy, and massage, growing their reach in both Canada and California.
The appeal of recovery services has moved beyond niche studios. Major health clubs like Life Time and GYMGUYZ now offer assisted stretching as part of their services. They promote it as essential for injury prevention and stress relief, and they’re not alone. barre3’s acquisition of The Barre Code is another sign that recovery-focused programs are becoming central.
Holistic recovery
Recovery is about more than just loosening tight muscles. Many gyms now promote personalized prehab programs, one-on-one therapy, and group mobility training. These services help members maintain flexibility and prevent injury, but they also tap into a deeper need: emotional recovery. Traditional physical therapy often overlooks the emotional side of healing, but new research shows that recovery begins when the body feels safe.
Pilates is a prime example of this approach. Mat-based Pilates can lower blood pressure, while reformer Pilates speeds up injury recovery. As more research emerges, studios will continue to adapt, offering recovery programs that address not just the physical, but the emotional aspects of fitness as well.
Recovery is no longer an afterthought. It has become a key element for both gym-goers and studio owners looking to create comprehensive health programs. Whether it’s through stretching studios or holistic recovery services, the future of fitness is all about helping people feel better—inside and out.