2020 LA Fit Expo: We’re Witnessing the Evolution of Fitness Events as We Know Them

For about 2 years now, we have been hearing a lot about how Fitness Expos are dying, and how the events are getting smaller, or at least feel smaller. Now this is true, I don’t have the exact numbers in front of me, but the Olympia certainly felt smaller than the year before. Now after my trip to the 2020 LA Fitness Expo I feel that simply saying that these events are dying is simply not true. Instead, I like to think of them as evolving.

Some of the glaring changes at the LA Fit Expo in 2020, was the lack of supplement companies, and the influx of functional food companies. This was a growing trend last year, but it was a lot more apparent this time. Of course, there were the usuals such as BSN, Optimum Nutrition, etc. doing their thing, but there were no lines for these brands, or at least they were not the usual lines of people trick-or-treating for free samples. 

This year, I noticed that many supplement brands had downsized their booths. I can’t blame them, as supplement brands have little to offer in terms of experience. The only supplement brand I saw giving an experience was Ghost, and this was done with their popular influencers. Many supplement companies were doing the same thing, simply handing out samples in exchange for emails.

Now for the functional foods part, these seemed to dominate the event. It’s no surprise really, and this was noticed last year. These brands, unlike many supplement companies can actually offer an experience, as they have a product you can sample right there. You can’t really experience the effects of a pre-workout unless you actually consume a full servings and workout with it. I saw a bunch of different kinds of chips, drinks, brownies, bars, etc., and those brands were the ones attracting people to their booths, simply because they had something to offer for then and now. One booth that really stuck out was the one offering high protein toaster pastries (think pop tarts). 

The growing need for experience was even more so apparent at these events, as it was the biggest lines were for people like Jay Cutler, Strength Cartel, and other influencers. People don’t go to these events for the free samples anymore, they go for the little experiences and events with the people they look to for advice and entertainment. 

With that said, one trend that was very apparent was the rise in massage guns. I constantly saw people getting massage offers from these booths, and the people who went for it, looked quite satisfied for the short amount of time. Doesn’t stop there, there was even a booth giving haircuts to people! This was nice to see, as I personally see personal care, such as grooming, as part of overall health. 

At least it was interesting, unlike the few brands of supplements companies that pop up at these events whose products look like they were manufactured in abandoned warehouses out in the middle of nowhere. 

So where am I heading with this? Well, this has been said many times before me, but it’s more true now than ever. It used to be that bodybuilders were the leaders for promoting health/fitness products. That’s simply not the case anymore. Now, it’s all about the personalities behind the brand, and what the brands can offer for entertainment or inspiration to the consumer. 

The event itself felt just as big as it did last year, just a shift in scenery. So when people say conventions are dying, that’s not really the case, they are simply going through an evolution. The LA Fitness Expo was a good example of this, and honestly I found it more entertaining than my trip to Vegas. The event can even be enjoyed by people who aren’t addicted to the gym and simply want to live healthier, which makes the event simply more inclusive and fun. 

I’ve been going to the LA Fitness Expo almost every year since 2014, and I can say that besides my first time, this recent one was my favorite.