Five Years of For The Feeling: What Has Changed in Fitness

For The Feeling is the Snap Fitness brand positioning launched globally in 2021, built on one belief: the best reason to exercise is how it makes you feel. Five years on, mental wellbeing, Pilates, recovery and longevity have become mainstream fitness priorities across Australia and New Zealand, and the idea behind For The Feeling is now what many members expect.

Here's the story so far, what the research says, and where fitness is heading next.

What Is For The Feeling?

For The Feeling is the promise behind everything Snap Fitness does. The belief is simple: fitness should make you feel great, and when you get hooked on the feeling, the results follow. It also means all fitness is valid fitness, in the gym, at home or outside, and that simple makes it stick.

When it launched in 2021, it was a deliberate change of direction. Rose Minar, Global Chief Marketing Officer of Lift Brands, the parent company of Snap Fitness, remembers the decision: "Five years ago, we made a conscious decision to stop talking about how exercise changes the way people look and start talking about how it changes the way people feel."

Why Did Snap Fitness Change Its Message in 2021?

Because the way people talked about fitness wasn't working for everyone. At the time, the industry leaned heavily on transformation photos, body image and performance goals. Snap Fitness chose to focus on something more welcoming: how movement makes you feel.

Minar says the decision came from research. "After extensive market research it became clear that the future of fitness would be less about chasing perfection and more about helping people become healthier, happier and more resilient."

That shift matters most for people who feel intimidated by gyms. If the message is about feeling good rather than looking a certain way, more people feel like they belong.

How Has Fitness Changed in Five Years?

The Australian Sports Commission's AusPlay survey found the share of adults being active for mental health reasons almost doubled in five years. Fun, social connection and time outdoors have also grown as reasons to move.

The AusFitness 2026 Fitness Trends Report, produced with AUSactive and the American College of Sports Medicine, puts fitness programs for older adults first, Pilates second and exercise for mental health third. Mobility and recovery training ranks tenth, and low-impact, joint-friendly options make the list too. Pilates and mobility and recovery training don't appear in the global top 20 at all, which suggests local demand is running ahead of the world picture.

Pilates is surging worldwide as well. ClassPass reported it as the most-booked workout globally for the third year running in 2025, with bookings up 66%.

Does Exercise Improve Mental Health?

Yes. A 2024 review of 218 randomised trials in the BMJ found exercise is an effective treatment for depression. Walking or jogging, yoga and strength training showed the strongest effects, and strength training and yoga were the best tolerated.

New Zealand data points the same way. A Sport NZ analysis of more than 25,000 adults found people doing at least 2.5 hours of recreational activity a week had 51% higher odds of reporting good mental wellbeing. That's an association rather than proof of cause, but it lines up with the trial evidence.

Movement doesn't replace professional support. It's one of the most useful tools available, alongside talking to a GP or psychologist.

How Has the Snap Fitness Gym Changed Since 2021?

The gym floor has evolved to match the message. Across the Snap Fitness network, gyms have been redesigned to feel more welcoming, inclusive and less intimidating. Alongside strength and cardio, there's now space for group training, functional fitness, Reformer Pilates and recovery.

The goal is a place where people at every level of experience and confidence can find an approach that works for them. Minar puts it this way: "The most successful fitness brands of the future won't simply provide equipment. They'll provide environments that support physical health, emotional wellbeing and genuine human connection."

For The Feeling reaches beyond the gym, too. In Australia, Snap Fitness partners with LIVIN to support mental health in the community.

What Is Next for Fitness After Five Years?

Longevity. People want to stay strong for longer. Fitness programs for older adults are the number one trend in Australia's 2026 report. Traditional strength training sits fourth. Exercise for weight management, including training alongside GLP-1 medications to maintain muscle and strength, sits eighth.

Snap Fitness expects the next phase to be less about individual trends and more about fitness joining the wider health and wellness picture. As Minar says: "People want to live longer, move better, feel happier and remain healthier throughout their lives."

For members, the takeaway is that strength work supports independence, mobility and everyday confidence at any age. Not sure where to start? See the Cardio vs Strength guide. If you're taking weight-loss medication, talk to your GP or an accredited exercise professional about how to train safely.

What Should You Look for in a Gym in 2026?

Use this as a checklist when you're comparing gyms:

• A space you feel comfortable in. Equipment matters, but so does whether you feel like you belong on the floor.

• Range. Strength and cardio, plus ways to train differently on lower-energy days, like group classes, Pilates, mobility or recovery.

• Flexibility. Access that fits around your life, not the other way round.

• Support. A team who'll show you around and help you set goals that suit you.

• A reason that's yours. Stress relief, better sleep, confidence, strength. The best goal is the one that keeps you coming back.

FAQs

When did Snap Fitness launch For The Feeling?

Snap Fitness launched For The Feeling globally in 2021, so 2026 marks five years. It repositioned the brand around how exercise makes people feel, rather than how it changes how they look.

What does For The Feeling mean?

It means fitness should make you feel great. When you get hooked on that feeling, the results follow. It's built on three beliefs: fitness should feel good, all fitness is valid fitness, and simple makes it stick.

How much exercise do I need for my mental wellbeing?

Sport NZ found adults doing at least 2.5 hours of recreational activity a week had 51% higher odds of good mental wellbeing, rising to 65% at 4.5 hours or more. All movement counts, and you can start with less.

Do I have to lift weights to feel the benefits?

No. The BMJ review found walking or jogging, yoga, strength training, mixed aerobic exercise and tai chi all reduced depression symptoms. Pick what you'll enjoy and repeat.

Ready to find your feeling? Find your nearest Snap Fitness gym and see what's on near you. New to Snap Fitness? Here's how to join.

This article is general information, not medical advice. If you're struggling with your mental health, speak to your GP. In Australia, Lifeline is on 13 11 14. In New Zealand, call or text 1737.