This short book illustrates the main trends that are modifying the fitness industry worldwide and highlights contemporary relevance to strategic change. The book will be appealing to researchers, academics, students, and practitioners.

Patrizia Gazzola is a Professor of Management, Business Combination and Business Planning in the Department of Economics at the University of Insubria, Varese, Italy.

Enrica Pavione is an Aggregate Professor of Business Management in the Department of Economics at the University of Insubria, Varese, Italy.

Francesco Ferrazzano is a Researcher in the field of Business, specifically in the Fitness Industry, in Italy.

Introduction 1. The evolution of the Global Fitness Industry 2. The fitness consumers between wellness, nutrition and sleep 3. Fundraising and business model: the two traditional drivers 4. Sustainability: the future of social responsibility 5. Technology: how it is shaping the future of wellness 6. The 4 drivers of fitness-tech startups: how to build a survey 7. The fitness-tech landscape: how do these startups behave? Conclusion