3 min readEnhancewell
Until the COVID-19 pandemic, fitness was primarily an in-person activity. People worked out with trainers in gyms and took classes at studios. Then, everything changed. In March 2020, the industry scrambled to translate an in-person experience into a web-based one.
According to the Health and Fitness Association, between March 2020 and January 2022, 1/4 of all health and fitness facilities closed, 30% of studios closed, and over 1.5 million industry jobs were cut. While most of those still in business have gone back to in-person business as usual, many are asking whether a hybrid model can benefit the gym and the customer— while maintaining profitability and providing an excellent experience.
Athletech’s Disrupt 2024, a web-based series on the future of technology and fitness, hosted a discussion with Sean Turner, CEO of Les Mills; Steve Boring, Fitness Director of Rochester Athletic Club; John Prior, Franchisee of Snap Fitness EMEA; and Andy Peat, CEO of Fitness On Demand on the topic. Their insights into the hybrid fitness revolution showed a digital path forward for the fitness industry.
4 pieces of advice from experts in digital fitness
Give members a digital way to interact
In a Uswitch survey, 70% of 18-34-year-olds say they prefer a text to a phone call. With the rising phone call-averse generation, make it easy for your members to interact with you— through chatbots, an app, or other digital means. By simplifying the process, Boring says you “make it easy for members to give you their money.”
Use your in-gym screens intelligently
Are you still playing Days of Our Liveson your TVs? Everyone comes to the gym with earbuds, music, or an iPad. Instead of using your TVs for entertainment, use them for education and upselling.
Don’t reinvent the wheel
Les Mills CEO Sean Turner advised that he “wouldn’t advise from my days working in digital on trying to develop yourself if someone else has got it out there because it’s very expensive and very painful.” Unless you’ve got a background in video production and expensive equipment, you’ll unlikely be able to create content that competes with available digital fitness content. Instead, partner with an expert in the field to create a seamless customer experience— in person and digitally.
Set pricing expectations
Boring shared the Rochester Athletic Club’s stance on pricing digital content. He said personal training sessions are the same cost in person and online, justifying the price by educating members that they’re paying for the trainer’s time and expertise.
The gym pays trainers a set rate and then a pay-per-view for digital classes. And he makes it clear that the gym only puts out top-notch content, saying, “We don’t want our members to think that our virtual stuff is for if you’re ever snowed in and you can’t leave your house, otherwise don’t do it. We want them to know this is great content put out by great people— whether it’s us creating it or any of our other virtual options. We wouldn’t offer it if we didn’t think it was going to improve your health and wellness in some way.”
Let’s listen to Steve Jobs, the king of all things digital, for his take on tech. He once said, “One of the things I’ve always found is that you’ve got to start with the customer experience and work backwards for the technology. You can’t start with the technology and try to figure out where you’re going to try to sell it.”
Before trying anything new, know your members. By identifying their needs, pain points, and goals, you can create a digital experience that complements and elevates your in-person one and sets you apart from other gyms.
Are you ready to take the next step into a hybrid model? The team at Enhancewell Consulting can help you assess your current strategy and identify the next steps for growth. Get in touch today for a free discovery call and discover how to move confidently into a hybrid fitness future.