Who does virtual group fitness attract? For those supplying and offering the solution, the answer to this question has changed over the years. Originally, the solution was designed to primarily meet scheduling needs through increased flexibility, convenience and simplistic scheduling functionality.
But with the expansion of services and programming developed over the years, and new insights about who is participating in this type of programming, new lessons have emerged that are changing the way clubs promote, market and engage people in these types of offerings.
Predictably, virtual group fitness has been found valuable by the night owl, the shift worker and the college student — those who like virtual fitness’ ability to fit their unique schedules. It’s also preferred by the downright busy and the lunch break warriors who like having access to shorter, efficient 20-minute classes. For these people, virtual group fitness is everything facilities knew it was: flexible and convenient.
But the solution has also come to serve the insecure and the intimidated, who don’t know if group fitness or personal training is for them, but still want to benefit from the movement and the motivational coaching. It appeals to the beginners who may not know all the moves or fitness lingo, and just need a place to start with the basics, learn and practice. For these people, virtual group fitness is a safe haven and an opportunity.
The athletes and the experts have been found to appreciate the periodization among programs that allow them to train differently within a certain format or across formats to progress smartly and not plateau. For these groups, virtual group fitness is self-selection and progression.
To the bored, those so desperate for variety in their workouts, virtual group fitness is sanity, motivation and entertainment as facilities are able to scale up and offer more variety quickly and efficiently.
The recovering, the pregnant and the chair-bound value specialized instruction from coaches that either look like them or speak their language with programming designed just for them. For these people, virtual group fitness is dignity, and more voices telling them “you can” as opposed to “you can’t.” And many have come to learn that the youth in their community just needed someone to show them that fitness could be fun, entertaining, stimulating and engaging.
It could be argued that the biggest misconception about virtual group fitness is that it is intended to replace a live human being — be it a personal trainer, coach, small or large group fitness instructor. As an industry, we will never do away with (nor should we try) the element of face-to-face interaction. But what we should always be paying attention to are ways to engage unreached audiences and support them in their wellness journey by meeting them where they are at, not where we want them to be.
Sean Levesque is the Director of Strategic Programming at WELLBEATS. He can be contacted at 763-400-8518 or by email slevesque@wellbeats.com.
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Rachel Zabonick-Chonko is the editor-in-chief of Club Solutions Magazine. She can be reached at rachel@peakemedia.com.
Other then a selling tool you get “virtually” no one using it.