WANTED: Digital Options for Fitness

Cortney Ridley, the director of digital marketing at gymGO, gives tips for taking advantage of the increase in demand for digital options.

Although there is an end to the pandemic in sight, consumer expectations for everything, including fitness, have undoubtedly been changed forever. Now that consumers have been forced to find alternatives to their most beloved gyms and studios, the bar has been raised. It’s all about having more digital options for fitness — options that allow consumers to save time and money, and increase their overall level of comfortability without sacrificing quality and results. The most desirable options include:

Pre-recorded, video on-demand workouts. In today’s world, who doesn’t want convenience? These types of workouts provide the highest level of convenience because they can be done anywhere there’s a Wi-Fi connection, at any time of day or night.

Live virtual small group workouts. For many people, feeling like they’re training in-person — even when they’re not — is high on their list of needs. This type of workout allows consumers to experience a real-time interaction with their instructor. When motivation starts to dwindle, a session full of encouragement can make all the difference.

One-on-one virtual training. Customization and personalization are usually accompanied by a healthy price. Training one-on-one virtually allows consumers to receive both at a much more affordable price.

Large group broadcast classes. There’s nothing like being in a room that makes you feel a sense of belonging and community. Working out in a virtual, large group setting is a sure way to get everyone excited about their fitness goals, with an occasional dose of healthy competition.

Ready, Set, Go!

Implementing these capabilities are easy, but in order to be successful at it, fitness professionals will need to determine goals such as:

Adding value to existing client options, including memberships and personal training.
Expanding target markets by appealing to the majority. Around 80% of the population is not comfortable with participating in a health club, studio or training center.
Creating a new profit center.
Establishing a profitable business model that extends reach beyond the traditional retail area.
Finding a web-based platform that empowers fitness businesses to promote themselves, run promos, have access to scheduling and billing, and overall good client management, is something that every fitness business could use, regardless of demographics.

Ok, What’s Next?

Once your target market is identified and marketing plans for existing and prospective customers are established, there are a few things you’ll need to consider, demonstrate and define when transitioning to an online fitness business:

Talent, personality, fitness and technical skills to attract and keep clients in a virtual environment.
A clear understanding of necessary hardware and software.
Audio/visual equipment requirements to deliver high-quality services.
Compensation for instructors that incentivizes them to grow their client base.
Pricing for services and how they will be sold and/or bundled.

Now is the Perfect Time

In a seemingly over-saturated industry, there’s still plenty of room for your business. Find your voice and use it — not just locally, but all over the world. The increase in demand we’ve seen over the past year for online fitness options has brought about a lot of change, but with it comes opportunity.