In 2021, according to RunRepeat, 72% of fitness club owners started offering an on-demand or livestreaming service, which was an increase of 25% from 2019. Additionally, online and on-demand fitness was the No. 1 ACSM Fitness trend for 2021 but fell to No. 9 in 2022. As we head into 2023, many club operators are wondering if there will still be requests for on-demand offerings.
Sean Turner, the CEO of Les Mills U.S., doesn’t see virtual fitness options going away any time soon.
“We know flexibility is a key reason people choose on-demand fitness,” said Turner. “A majority of members plan to use digital offerings post-pandemic as they continue to expect what they want, when they want it. On-demand fitness enhances a club’s value proposition to participants and opens new opportunities to broaden offerings, provide extra class availability, increase retention and maximize studio space. As we head into 2023 it’s vital for operators to meet members where they’re at.”
While virtual programming may not be a huge revenue driver for some clubs, Turner said it can transform business because it allows participants to try offerings at any time of the day and ultimately drives more people into live classes.
“Virtual brings accessibility to people who may have not had access before and allows them to try exercise in a familiar environment,” said Turner. “Members develop confidence, build technique and establish a flexible routine at their own pace. This leads them to finding workouts they enjoy and want to try in-club, enabling clubs and instructors to build a bigger community and increase class sizes. Giving members classes they can take no matter what time of day they come in is a huge benefit.”
While there are benefits to virtual fitness, it’s important to note clubs across the U.S. have seen a decline in usage since in-person operations have picked up. However, many clubs have also struggled to fill group fitness classes, leaving holes in schedules and studios sitting empty.
Investing in an immersive, interactive on-demand platform can lessen the load of your staff, increase virtual usage and give new life to empty studios. Turner noted virtual programming should complement your in-club offerings. Additionally, it can bring new people to group fitness who may experience “gymtimidation” and aren’t ready for a studio full of super-fit regulars.
“Evaluate your timetable and run virtual classes during off-peak hours to open group exercise to entirely new markets and give your members more ways to feel comfortable working out,” suggested Turner. “Promoting and running a huge timetable of classes will bring a greater overall focus to group fitness within your club.”
Despite some clubs seeing a decrease in usage, members still expect virtual and digital options in 2023. While it may no longer be a No. 1 priority for a facility, it’s important the offerings still reflect the brand. Members expect high-quality content and member experience — even digitally.
“Don’t compromise your brand when it comes to on-demand classes — ensure your digital user experience matches the standards you set when people visit your club,” said Turner. “Communication is key. It’s important to educate trainers and instructors with helpful guidance on ways members can make the most of what’s offered.”
