Fitness growth no longer comes from intensity, aspiration, or spectacle. It comes from what people can keep doing. In a world defined by disruption, the fitness category is reorganising around a quieter logic: routine, recovery, repeatability.

This report introduces The Movement Operating System — a framework for understanding how people discover, adopt, and sustain fitness practices in an era of uncertainty. For brands, it offers a blueprint for building relevance that lasts beyond any single campaign or product launch.