Virtual fitness: A pandemic fad is here to stay

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  Quantumrun Foresight
• March 23, 2022

Insight summary

The COVID-19 pandemic has sparked a significant shift in the fitness industry, with a surge in virtual fitness and a preference for smaller, more controlled environments. This transformation is not only reshaping the way people exercise but also influencing business models, creating opportunities for content creation, global reach, and decreased barriers to entry for young professionals. The long-term implications extend to social, economic, political, demographic, technological, labor, and environmental aspects, reflecting a comprehensive change in the fitness landscape that may continue to evolve in the post-pandemic era.

Virtual fitness context

During the 2020 COVID-19 pandemic, people turned to live streaming and pre-recorded fitness classes to continue their fitness regime and protect their mental health. This trend seems set to continue in the foreseeable future. According to the International Health Racquet & Sportsclub Association, around 9,000 health clubs in the US closed between 2020 to 2021, which represented 1.5 million job losses. 

However, during the same period, there has also been an enthusiastic adoption of virtual fitness. According to a survey of 700 Mindbody app users, 80 percent of them used live-streamed workouts during the pandemic. In 2019, the figure was a mere 7 percent. Users report that they exercise more because they have more free time. They also intend to add their virtual exercise regime to their previous exercise regimes post Covid-19. 

Interestingly, even though consumers have access to workout sessions from all over the world, they tend to stay loyal to their own clubs and do workout sessions with them. This loyalty to local fitness centers highlights the importance of community and personal connection in the fitness experience. It also suggests that while technology can provide new avenues for exercise, the human element remains vital.

Disruptive impact 

It seems that the future will see more people attending small boutique fitness studios as these venues often offer a more controlled environment. Health clubs that can offer more intimate experiences for customers, especially small class sizes, will also be popular. This trend may lead to a reevaluation of the traditional gym model, with a focus on personalized experiences and safety measures that cater to individual preferences and concerns.

Staying at home and working out from home have given consumers a taste for the convenience of a virtual fitness regime. However, surveys find that many people look forward to social, in-person workouts. Fitness businesses will increasingly have to provide both virtual and in-person experiences for their clients in the future. 

Governments and policymakers may need to take note of these shifts in fitness behavior as well. The rise of virtual fitness and the preference for smaller, more controlled environments could have implications for public health initiatives and regulations. Ensuring that virtual fitness platforms adhere to quality standards, and supporting small fitness businesses in implementing safety protocols, could be essential in promoting a healthy and active lifestyle in the post-pandemic era. The integration of technology in fitness also opens up opportunities for collaboration between tech companies and fitness providers, creating a more dynamic and responsive fitness landscape.

Implications of virtual fitness

Wider implications of virtual fitness may include:

• Fitness clubs and fitness professionals in private practice increasingly becoming content creators, developing branded live-stream and on-demand fitness content for their customers, leading to a new revenue stream and enhanced customer engagement.
• Fitness businesses increasing their customer base worldwide via their YouTube channels or other social media channels, allowing them to tap into global markets and diversify their income sources.
• Decreased barriers to entry for young fitness professionals trying to build a brand and business in the fitness industry, as they can more easily build an online following first that they can optionally translate into a physical business, fostering entrepreneurship and competition.
• The emphasis on personalized and convenient fitness experiences potentially influencing public health initiatives, leading to more targeted and flexible programs to encourage physical well-being.
• The potential for virtual fitness to provide accessible and affordable options for underserved communities, leading to more equitable access to fitness resources and contributing to overall public health.
• The environmental impact of reduced travel to gyms and increased virtual fitness participation, leading to decreased carbon emissions and contributing to broader sustainability goals.

Questions to consider

• How has your fitness regime changed since the start of the 2020 pandemic?
• In light of these developments, should the training of fitness professionals be adjusted so they know how to make professional videos that will attract fitness enthusiasts?