Fitness trends we saw at SOMA 2026: The future is here
- Mireia Hernández
- May 22
- 3 min read
Spain’s first national fitness trade fair made one thing clear: the industry is transforming. Here are the four trends that caught our attention most at SOMA.
Biomarkers: From the Laboratory to the Gym
Until recently, talking about blood glucose, heart rate variability (HRV), or cortisol levels was territory reserved exclusively for clinical medicine. Data for specialists, not for training.
Today, that has changed. These biomarkers are making their way into fitness centres — not as anecdotal data, but as a scientific foundation for training programmes.
Why? Because training works better when it is based on what is actually happening inside each person’s body. Not everyone responds the same way to the same intensity. A client with elevated cortisol due to stress does not need the same high-intensity programme as someone who sleeps eight hours a night and is fully recovered.
Professionals who know how to interpret biomarkers and translate them into personalised training programmes will have a huge competitive advantage. It is the next level of personalisation.
Longevity: The New Major Goal of Fitness
The paradigm is shifting — and in a profound way. For decades, the fitness industry has sold aesthetics (defined abs) and performance (a new personal best). These are valid goals, but limited ones.
Now, clients want something more: to live longer, but with energy, mobility, and quality of life. They want to be able to play with their grandchildren at 80 without back pain. They want to age well.
This means rethinking what we offer. Muscular strength, cardiovascular health, recovery, and stress management are no longer complements to aesthetics — they are now at the core of the value proposition.
Fitness centres that embrace the longevity approach will connect with a growing demand. In addition, these clients tend to be older, have greater purchasing power, and are far more committed to their long-term wellbeing.
Boutique Studios: Differentiate or Disappear
At SOMA, we saw dozens of boutique studios. Cycling, Pilates, functional training, yoga… the market is saturated. And that becomes a problem if your offering looks like a hundred others.
The studios that truly succeed have one thing in common:
A very clear brand identity. They know who they are and who they serve.
A strong community. They do not just sell workouts; they create belonging.
A unique experience. Something clients cannot find elsewhere.
The battle is no longer about price or square metres — it is about meaning. Why should someone choose you over another studio? If your answer is not clear, you have a problem.
Personalisation: No longer an extra, but the foundation
Five years ago, personalised training was a promise for the future. “Soon we’ll have the technology to adapt every session to every user.”
That future is already here. It is no longer science fiction. It works, clients demand it, and it makes a clear difference in both results and retention.
The data supports this: users who receive programmes adapted to their goals, history, and preferences show:
Greater adherence: they return because they feel the programme is built for them.
Better results: efficient training without wasting time on what does not work.
Greater loyalty: if they achieve results, they stay.
The good news is that technology is making this easier than ever. The question is no longer whether to personalise, but how to do it at scale without losing the human connection that defines great fitness professionals. That is where SUIFFLAND comes in: automating personalisation intelligently while maintaining the human touch that truly matters.
What Comes Next: An Industry in Transformation
The fitness industry is undergoing a real transformation. This is not just about new trends or passing hype. It is about a fundamental shift in what clients value and what professionals need to offer.
Biomarkers, longevity, authentic differentiation, and personalisation at scale are the pillars of modern fitness. The centres that embrace these trends will not only survive — they will thrive.
What about you? Were you also at SOMA? What stood out to you? Which trends caught your attention? We would love to hear your perspective in the comments.
Personalise Your Offering with SUIFFLAND
Would you like to implement intelligent personalisation in your centre? SUIFFLAND makes it possible to offer fully tailored training programmes for every client, without increasing your workload.
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