Putting People First in Digital Transformation

Adam Zeitsiff, the president and CEO of Intelivideo, shares how to find success in the digital fitness world by putting people first.

As a result of the pandemic, many club operators are afraid that the “new normal” will shatter their businesses. There is uncertainty about how this industry’s ongoing digital transformation will affect its future, especially with big tech names capitalizing on the increased demand for digital fitness options.

Here’s the thing, Apple Fitness+ and Peloton are undoubtedly great products and there’s no doubt they are disrupting the fitness industry. But disruption is not synonymous with destruction.

In the world of fitness, it’s past time for club operators to stop looking at digital fitness as the cannibalism of the traditional gym experience. Instead, it is a chance for them to take their gym memberships to the next level.

Peloton existed before the pandemic and it’s not going away any time soon. But if your members love and trust your trainers and group exercise leaders, and enjoy the opportunities to interact with their fellow club members, you can feel confident that they’ll keep coming back.

Now, many people will sign up for multiple fitness subscriptions to fill their needs. If you launch your club’s subscription service, your members will benefit from the convenience and comfort of working out in their homes while still engaging with your trainers and members. Members may still try out subscriptions with other large online fitness brands, but what those brands don’t have that you offer are hyperlocal connections between your trainers and the members they’ve spent time and energy fostering consistent dialogue with.

Launching a digital platform to diversify your offerings is also an ideal way to generate new revenue streams. For example, a very popular approach used by many club operators is monetization with three tiers of membership, where the highest level club members get access to the club’s video-on-demand services at no additional cost within their traditional club memberships. At the lowest level, members can opt to only subscribe to the digital platform, allowing them to still engage with your club but in a way that they could never have before.

Ultimately, the key to finding success in the digital fitness world as an independent club operator is to invest in your people. Create new opportunities for your staff to engage with their members on a digital level, which will simultaneously enhance the services you offer your members. In the end, everyone benefits, including you as the club operator. What’s stopping you from taking that digital leap?