Keith Smith is a health and fitness trainer based in London with over 30 years of experience. He believes that the fitness industry needs to broaden its thinking and offer a sense of belonging, trust, and value to customers, which is currently lacking. The industry focuses mainly on endurance exercise and the 18-40 age group, and the research for trends is also limited to the industry itself. Smith believes that the relationship between trainers and clients is the product, and empathy is a significant challenge for trainers, especially those from the Gen Z age group. He recommends investing in 55+ clubs and learning from hospitality and tourism to improve the gym experience. Smith also predicts that future personal trainers will have a deeper understanding of clients, nutrition, emotional intelligence, and behavioral change, and they will create unique brand identity stories.