Wellness and longevity trends reshape the fitness market

The fitness and wellness market is undergoing a transformation toward longevity and personalized experiences. At the 18th Brazilian Congress of Personal Trainers in Belo Horizonte, industry leaders discussed a shift from purely aesthetic goals to a focus on health and well-being. Carlos Eduardo Moura, head of the Sociedade Brasileira de Personal Trainer, noted that since the pandemic, there has been a 3% increase in regular physical activity among Brazilians, representing approximately seven million new practitioners.

Complementing this trend toward holistic wellness, new specialized activities like ‘Puppy Yoga’ are emerging. Organized by Les Cinq Gym in partnership with the NGO Encontrei Um Amigo, these sessions combine yoga with interaction with puppies to promote stress reduction. Such activities leverage scientific evidence suggesting that contact with dogs can increase oxytocin and decrease cortisol levels, moving beyond conventional high-performance training toward emotional connection and mental health.