There’s a shift happening in South Africa’s fitness landscape — subtle but undeniable. And while it hasn’t arrived with noise or fanfare, it is reshaping how people think about health, time and long-term wellbeing. At the centre of this shift is a principle that speaks directly to the realities of modern life: efficiency.
For years, the fitness industry sold the idea that longer workouts meant better outcomes. But anyone living and working in South Africa today knows that time isn’t what it used to be. Days are fuller. Commutes are longer. Load-shedding disrupts plans. Work and digital demands blur the boundaries between professional and personal time. The idea of dedicating 60 to 90 minutes to train isn’t just inconvenient — for many, it’s unattainable.
This isn’t a motivation problem. It’s a capacity problem.
Globally, 37% of people say they don’t exercise because they “don’t have the time,” while 31% of adults fall short of recommended activity levels, according to the World Health Organisation. The gap between what people want to do and what they can do has never been wider.
As a business leader in the fitness sector, I’ve learned to pay close attention to these kinds of behavioural shifts. They signal where industries need to evolve—and where opportunities exist to solve real problems for real people.
And what South Africans need right now is not more pressure or more complexity. They need innovative, time-efficient solutions that fit seamlessly into their lives and offer relief and comfort.
That’s why formats like micro-workouts, hybrid routines, and Electro Muscular Stimulation (EMS) have gained momentum. EMS, a technology that stimulates muscle contractions using electrical impulses, doesn’t ask people to change their lives to get healthy. It slots into the lives people are already living.
The science backs this approach. A meta-analysis of 26 studies found improvements in strength, muscle tone and fat reduction through EMS-based training. Another trial recorded 15–21% increases in trunk strength following structured EMS programmes. The appeal is simple: short sessions that activate deep muscle fibres, delivering meaningful results for individuals who cannot commit to long routines.
But this shift toward efficiency isn’t driven solely by science. It reflects a broader cultural and post-pandemic mindset. South Africans, like many others around the world, are increasingly prioritising longevity, mobility, mental clarity and the ability to function well in everyday life. They want to feel strong without the strain, exhaustion or time burden associated with high-intensity, long-duration training.
They’re not chasing extremes. They’re choosing sustainability.
This shift towards efficiency has prompted a fundamental rethink across the fitness industry. The old model — big gyms, long sessions, time-heavy routines — doesn’t reflect how people live or what they need. As leaders, we have a responsibility to evolve ahead of consumer expectations, not behind them. This means reimagining how we deliver fitness solutions, focusing on efficiency and sustainability.
At Body20, our focus has been on building a model that gives people what they’ve consistently told us they value: time, not in an abstract way, but in a tangible, measurable, life-enhancing way. A 20-minute EMS session that works multiple muscle groups at once is not a shortcut; it’s a strategic solution for the reality South Africans are navigating.
And the response has been clear. When people feel supported, see measurable results, and have their well-being no longer compete with their schedule, something shifts. They become consistent. They become confident. They become invested in their long-term health, feeling empowered and in control.
That’s where efficiency becomes more than a training trend — it becomes a catalyst for behaviour change.
The Fitness Industry’s Future Will Be Built by Those Who Respect People’s Time
As South Africans gain clarity on what they want from their health, the industry must evolve with them. Today’s consumer is informed, selective and deeply motivated by sustainable outcomes. They expect fitness solutions that align with their lives — not ones that demand they redesign their lives around a workout.
The future won’t be shaped by scale or spectacle. It will be shaped by relevance, by intelligence, and by brands that understand the strategic value of time because efficiency is not avoidance. It’s not a compromise. It’s the operating system of a modern, fast-moving society.
The businesses that thrive will be the ones that help people reclaim both strength and time, without asking them to sacrifice one for the other. That’s not just a fitness philosophy — it’s a leadership imperative.
Efficiency isn’t the future of fitness because it’s convenient. It’s the future because it’s necessary, and choosing it is a crucial and beneficial choice for your health.
For more information or to book a FREE Demo Session with Inbody Assessment valued at R750, please visit www.Body20.co.za or call 087 231 0359.
