According to Jill Brown, a fitness expert who blogs for Huffington Post, health clubs will be rolling out a number of new initiatives to stay competitive and attract members. In 2015, top fitness trends will include:

HIIT – High Intensity Interval Training. Whether it’s boot camp or indoor spinning, the idea is the same. Instructors drill students to work hard for a period of time and then allow for a short recovery period before starting again. People enjoy these classes because there’s little time to get bored and results come quickly.

Short Workouts – Most consumers have very busy schedules and find it hard to carve out 30 or 60 minutes at one time in order to exercise. Shorter workouts, especially if they’re very intense, can help consumers improve fitness. Some gyms are setting up equipment to cater to members who need to work out for 7 to 15 minutes.

Youth Fitness – As many schools continue to cut back on non-core programs, including physical education, parents are looking for alternatives. This gap in their children’s training is the perfect opportunity for fitness centers seeking to expand their programs and client base.

About 9.5% of U.S. adults plan to pay for health club memberships in the next year. AudienceSCAN data shows that these consumers enjoy being active with 42% engaging in weightlifting, 39% using bicycles or spinning, and over 25% regularly running or jogging. These rates are all much higher than average when compared to the general population. These consumers also over-index in their intention to buy athletic footwear and body massages in the next year. When these consumers aren’t taking care of their health, they’re reading the newspaper or magazines (either in print or online). Health club members are over 30% more likely than average to have taken action as a result of ads they’ve seen in these formats in the past 30 days.

AudienceSCAN data is available as part of a subscription to AdMall for Agencies. Media companies can access AudienceSCAN data through the Audience Intelligence Reports in AdMall.