{"id":19692,"date":"2021-04-01T08:47:06","date_gmt":"2021-04-01T07:47:06","guid":{"rendered":"https:\/\/ukactive.com\/news\/how-to-future-proof-your-fitness-business-for-a-post-pandemic-world\/"},"modified":"2021-04-01T08:47:06","modified_gmt":"2021-04-01T07:47:06","slug":"how-to-future-proof-your-fitness-business-for-a-post-pandemic-world","status":"publish","type":"post","link":"https:\/\/ukactive.com\/cy\/news\/how-to-future-proof-your-fitness-business-for-a-post-pandemic-world\/","title":{"rendered":"How to future-proof your fitness business for a post-pandemic world"},"content":{"rendered":"

By Andy Hall, COO of Volution (Olivex UK)<\/strong><\/p>\n

In the past year, traditional business models have been flipped upside down, switching from physical-first to digital-first. As a result, launching a fitness business in 2021 requires a different outlook.<\/p>\n

Before COVID-19, brick-and-mortar facilities and digital solutions didn\u2019t always work in a joined-up way, while at-home fitness was, at best, seen as the \u2018frenemy\u2019.\u00a0But if there\u2019s one thing the pandemic has taught us, it\u2019s that we must double down on uniting the fitness ecosystem \u2013<\/em> building bridges between home and gym, online and offline.<\/p>\n

The world has moved on and we\u2019re living in the \u2018phygital\u2019 age, where physical and digital should exist in harmony, serving to amplify each other\u2019s efforts \u2013 something reflected in research from around the industry.<\/p>\n

The National Post Recovery Lockdown Recovery Survey<\/a> conducted by Leisure-net in partnership with Max Associates and 4global\u2019s Datahub, asked the question, \u201cWould you be more likely to go back to the gym it offered online classes as part of the membership offer?\u201d Of the 63,256 respondents, 18.9% answered \u2018yes definitely\u2019 and 49.3% said \u2018perhaps\/maybe\u2019 \u2013 amounting to a positive result of almost 70%. This indicates that investing in digital has been a strong move for operators and something to further harness as an engagement tool.<\/p>\n

Now, factor in that UK fitness start-up, Fiit, saw a 1,663%<\/a> rise in subscriptions during the first lockdown, with the average user taking 3.5 classes per week (figures that stayed consistent even when gyms were allowed to reopen) and it\u2019s clear that the online, at-home fitness boom is here to stay.<\/p>\n

What this says is that fitness has become omnichannel \u2013<\/em> with consumers using multiple platforms or environments to build their fitness programmes.\u00a0As an industry, we\u2019ve gone past the point of simply adding a digital solution to a facility.<\/p>\n

Now, we need to think more strategically and creatively about how we implement and package digital into our offerings to enhance the end-to-end, cross-channel user experience.\u00a0Even more importantly, we need to actively use the data acquired from each of our online and offline channels to create more engaging, immersive, and meaningful experiences for customers \u2013<\/em> giving them the type of holistic service they expect.<\/p>\n

Let\u2019s take a look at how we overcome these challenges and take advantage of the opportunities.<\/p>\n

Combine the best bits\u00a0<\/strong><\/p>\n

Having spent a year witnessing the digitisation of the fitness industry, now is the perfect time to take stock. Who\u2019s done it well? What\u2019s been the secret of their success? By taking the best bits of everything we\u2019ve seen, we can create highly engaging, omnichannel experiences personalised to our audiences.<\/p>\n

Tailor your content\u00a0<\/strong><\/p>\n

Simply offering digital content isn\u2019t enough. If we\u2019re to truly engage our customers, we need to be serving up tailored content. What works in a boutique gym aimed at 20 to 30-year-olds might not appeal to an older demographic within a more traditional club.<\/p>\n

Therefore, having a customised digital platform, such as the Volution Web Player<\/a>, that provides on-demand video classes, pre-defined workouts, one-to-one personal training, and a workout builder for trainers and members, means you\u2019re able to deliver highly personalised experiences and remain agile to customer needs.<\/p>\n

By integrating a remote model developed by Volution, Anytime Fitness Asia has achieved a US $1m increase in revenue<\/a> through data analytics and digitisation, a 14.2% increase in PT revenue, and all staff have remained employed during COVID-19.<\/p>\n

Tailoring your content also enables you to target other demographics and open up your business to a much wider audience. At the last count<\/a>, total UK gym membership sat at 10.4 million; a penetration rate of 15.6%. So, how do we get the rest of the population to consider membership? It comes down to creating and curating personalised content targeted at different ages, abilities, fitness levels, and motivations.<\/p>\n

Deliver seamless, end-to-end experiences<\/strong><\/p>\n

We often think of digital as on-demand platforms, wearables, trackers, and connected fitness equipment, but we don\u2019t always think about it in relation to the customer journey. Implemented correctly, digital has the power to create a seamless, end-to-end experience that supplies operators with real-time data allowing them to make faster, more impactful business decisions.<\/p>\n

By creating a complete digital solution for your facility \u2013<\/em> from software that controls member access to the facility, to on-equipment workouts, payment solutions, social media integration, and the creation of different membership tiers (eg physical, digital and hybrid) \u2013<\/em> you\u2019ll create a much more fluid member experience while generating additional touchpoints that provide valuable data insights.<\/p>\n

By tracking each member\u2019s journey, you\u2019ll build a history of that individual which can then be used to automate products, services and communications that will keep them engaged, motivated and returning.<\/p>\n

Enhance your team through digital\u00a0<\/strong><\/p>\n

Last but not least, offering on-demand digital classes can be a great way to boost your team\u2019s capabilities while enhancing your facility\u2019s timetable. With many PTs finding success online during the pandemic, having a digital tool able to deliver personalised, coach-led workouts could become even more vital to keep members engaged and retained.<\/p>\n

As we re-emerge out of lockdown, never has there been a more important time to utilise data to not only bounce back strongly but also futureproof our businesses for years to come.<\/p>\n

For more information on our services visit: olivex.co.uk<\/a> <\/strong><\/p>","protected":false},"excerpt":{"rendered":"

By Andy Hall, COO of Volution (Olivex UK) In the past year, traditional business models have been flipped upside down, switching from physical-first to digital-first. 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