"Has the pandemic irrevocably changed the fitness industry?" by Becky Steel
Connection is at the heart of the fitness industry. Whether that is friendly competition pushing you to complete another rep or a feeling of unity in a gym class achieving something together. Over the past year, it goes without saying that social distancing created a barrier, an obstacle for the industry to overcome, adapt to and develop.
Some brands saw exponential growth as a result, whereas others had to tactically engage with members in creative and sometimes less than optimal ways. The virtual and connected fitness industries were the former. As gyms closed, home workouts boomed and people sought to replicate classes at home via immersive fitness sessions, resulting in a number of fitness influencers (such as Bradley Simmonds) creating on-demand and live subscription models. Sales of connected home gym equipment boomed, with brands such as Peloton and Zwift seeing huge spikes in consumer demand. On the flipside, boutique gyms that operate on a class-based structure were forced to transform the way they interact with their members and introduce Zoom home equivalents.
Fast forward a year and two months, and indoor gym classes are now permitted as of the 17th May reopening, signalling a return to near normality for the industry. But how near to normal are we? Many people have found that working out at home is more convenient, time effective and just as enjoyable as going to the gym, whereas others cannot wait to return. The users of premium home gym equipment that offer connectivity via live classes and virtual competition through leader boards on screen are the most unlikely to race back to the gym. Immersive rowing machine Hydrow entered the market in March and provides users with an offering that you arguably can’t find in a gym – using Live Outdoor Reality™, classes are streamed live and are led by world-class athletes meaning that you get a sense of escapism as you row virtually across waterways all over the world. The live element adds a different dimension, it’s unpredictable and exciting – not confined to a studio and there are a number of unexpected run-ins with wildlife.
Aside from changing where we want to workout, the past year has changed why we want to. With fewer formal occasions or holidays ‘to get in shape for’ (for many) we’re training less for aesthetic purposes but more for wellbeing and mental health. Brands that focus on whole health and position their product or service as a lifestyle change rather than a quick fix have longevity and higher customer retention.
As we move into the next phase, I think we will see hybrid fitness dominate our new approach to fitness. We now know we can run, cycle or workout at home if we want, which can ultimately complement training in a gym setting (and provides a much needed break from hand sanitiser between every station – cue hand cream)!