Sport New Zealand general manager of community sport Geoff Barry said there is an increasing number of people who were time-poor and were unwilling to make season-long sporting commitments.
He said conversely, there has been an increase in demand for casual, time-flexible activities, such as running, walking or the gym.
Exercise New Zealand's chief executive, Richard Beddie, said the discourse around gym-based exercise has shifted significantly in the past few decades, but has accelerated in the past five years.
"What's really different now is that exercise is mainstream. Twenty-five years ago it wasn't," Mr Beddie said.
"The joke was that the only people that had personal trainers were movie stars or elite athletes ... Now it's not unusual, and it's a mindset change not only individually but broadly in society."
Mr Beddie said one of the major demographic changes in gyms has been the increase in patronage by older people looking to maintain their health and mobility.
"Now it's very normal for groups of people in their later years to exercise ... There's a cliche in our industry that people join for beauty and they stay for health. If you're 20 you're more interested in how you look, but when you're 60 you're more interested in how you feel," he said.
"By going to that class activity every Thursday it might mean you can still pick up your grandkids, or you can still walk to the bus stop. [Older attendees] have completely different drivers and motivations [than younger members]."
Mr Beddie said the vast majority of people find it difficult to make time for regular exercise, but said physical health was possibly the most important asset a person has.
"It's all about priorities. You're investing time now to invest in the future."
Supply and demand growing in Whangarei
Activ8 Northland personal trainer Matt Harrison said there has been an explosion of options for people interested in gym-based exercise and fitness.
He said gyms in Whangarei with personal trainers, 24-hour options, Zumba and CrossFit have all opened or increased their offerings recently.
Despite a gym opening 50 metres down from Activ8 on Porowini Ave, their membership numbers haven't taken a hit.
"I think in the last two years ... people are becoming more educated and more interested in health and fitness. There are a lot more options for people," Mr Harrison said.
"Talking to clients probably five years ago, everything you told them was new information. Now, you're often reiterating what they've already read in the paper or read online."
He said it's clear some team sports are struggling to retain members compared with the flexibility and options gym-based fitness offer.
"People can turn up if they want, or if they've got something on or they're away it's no big deal. There's no commitment, and there's definitely more popularity with that."
