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In conversation with Technogym: summer trends in high-end fitness and wellness
A treadmill in the corner next to the washing machine? That will no longer suffice in 2026. The fitness room is rapidly evolving into a place where design and technology come together. In the run-up to MASTERS SUMMER EXPO, MASTERS speaks with exhibitor Technogym. Ed Kruythof, Retail & Home Business Director BeNeLux, discusses the biggest changes in fitness and what that means for how we train and live. “Fitness is no longer an activity, but an integral part of how people live.”
Looking ahead to the coming period: what are the three most visible trends within the world of fitness, wellness, and high-end training?
What we clearly see is that wellness is increasingly becoming a lifestyle. Fitness is no longer a standalone activity, but an integral part of how people live. In the high-end segment, wellness is fully integrated into homes, hospitality, and daily routines. At Technogym, we bring training, recovery, and lifestyle together in one ecosystem.
Furthermore, design and experience are becoming just as important as performance. Equipment must not only be functional but also become an aesthetic part of the interior. With the Sand Stone collection, we demonstrate how design, materials, and experience come together in a warm, natural environment that invites movement.
Finally, we see a strong trend towards hyper-personalization driven by technology and AI. Customers expect customization, from training programs to data-driven coaching. Technology makes it possible to create a fully personalized wellness journey, tailored to the body, goals, and lifestyle.
Does your customers' behavior change towards the summer?
Yes, absolutely, but it goes deeper than just being 'summer ready'. Short-term goals, such as visible results, remain important heading into the summer. At the same time, the focus on sustainable health is growing.
What stands out is that customers are increasingly opting for flexibility. They want to train wherever and whenever they want, indoors, outdoors, and even on vacation. In doing so, the home gym has evolved from a functional space into a premium wellness environment, fully in line with their lifestyle.
What do you notice customers are looking for most right now?
We see that demand is shifting from standalone products to total solutions. Customers are looking for equipment that becomes part of their interior, with a strong focus on design. In addition, the need for personalization is growing, with programs, data, and coaching tailored to the user.
We also see a clear demand for complete solutions where training and recovery come together. We are responding to this with the Sand Stone collection. It is a concept in which design, technology, and well-being form a unified whole, suitable for both home use and high-end hospitality.
What is absolutely no longer acceptable in fitness and lifestyle this summer, and what actually is?
What is no longer possible is thinking purely in terms of hardware. Devices without a vision alone no longer fit with how people view wellness today. One-size-fits-all training and aesthetically jarring fitness spaces are also no longer relevant. What is becoming important, however, is a holistic approach to wellness, in which movement, nutrition, and mental health come together.
In addition, everything must be seamlessly integrated into your living environment. The experience becomes more important than the effort. Training should be something you look forward to. Wellness is thus increasingly becoming an emotional and sensory experience, rather than just a physical exertion.
Fitness is no longer an activity, but an integral part of how people live.
What does Brabant mean to you?
To me, Brabant represents hospitality, entrepreneurship, and the Burgundian lifestyle. It is precisely that balance between enjoyment and health that wellness is all about. It is a region where lifestyle and quality of life take center stage, and where the step towards luxury wellness living feels very natural.
What are you personally looking forward to the most this summer?
For me, summer is the time when everything comes together. Exercising outdoors and spending time with family and friends. Additionally, I look forward to seeing how our clients really start using their own wellness spaces. Not as a gym, but as part of their daily lives.
With the Sand Stone collection, we show how design, nature, and technology come together.
What do you hope visitors to MASTERS SUMMER EXPO will come to discover or experience at your venue?
“I hope that visitors primarily experience a new perspective on wellness. Not: 'this is a piece of fitness equipment', but: 'this is how I want to live'. With the Sand Stone collection, we show how design, nature, and technology come together and how wellness becomes an integral part of luxury living. It should feel like a place you want to be, not where you have to train. For us, that is the essence of Healthness: a lifestyle in which health, design, and experience fully converge.”
MASTERS SUMMER EXPO
MASTERS SUMMER EXPO is the summer sister of MASTERS EXPO. In June, The Duke Business Club in Nistelrode transforms into an exclusive summer paradise. Amidst the lush Brabant countryside, golf, gastronomy, and good times come together for four days. Inside the stylish clubhouse and outside on the sun-drenched terraces, grounds, and the beautiful golf course, a unique atmosphere of relaxation and inspiration emerges. An environment where entrepreneurship and Brabant conviviality effortlessly blend with sport, where wonderful encounters are formed at the table, in the suites, lounges, at the bar, on the green, and over a drink. Where you come not just to network, but to experience. By invitation only.
