Fitness and technology met a while ago, but I expect the trend to continue in 2022. More measurement, more training at home and more flexibility for the consumer.
Technology is more than a hype: it protects and connects the fitness industry during this uncertain period. I believe that technology is essential for the healthcare and fitness industry. It supports companies in improving their services, enabling them to leverage new revenue streams. In other words, the promising digital innovations we have seen are not short-term solutions. They are long-term solutions that secure the future of the fitness industry.
In the coming year, we will continue to see a positive impact on the way fitness clubs, studios and entrepreneurs manage their businesses and interact with their customers. Here are some of the most striking and promising trends to look forward to in 2022.
The advent of video training
Technology gives fitness providers all different tools in their hands to tie customers outside of their physical offerings. Hence the videowork out will only become more important in the fitness area in 2022. It is an indispensable element in creating a seamless and hybrid experience between physical locations and digital fitness services.
This is stimulated by three factors. The first is the constant demand for flexibility from customers: the ability to train where and when it suits them, with quality experiences that extend beyond the four walls of a fitness center.
The second factor is the variety of ways online videos can be created and shared: from live streaming to online video libraries, embedded on a website, or shared on social media platforms. In particular, the ability to create, manage and integrate training videos in a mobile app is an ideal way to do sowork out to offer.
The third motivating factor is the growing awareness of the different options for offering flexible subscriptions. This makes it possible to combine online videos and other digital offerings with a club’s physical services. This includes new income streams only onlinesubscriptions or additional sales of online services. This makes it possible to offer online videos to a more diverse and larger customer base. videowork out thus perfectly matches the new wants and needs of the modern fitness consumer. In addition, they deliver business benefits such as higher retention rates and increased brand awareness.
Track, measure, plan
As with many digital fitness trends, the popularity is off portable technology already clearly visible before the corona pandemic. However, the use of wearables has exploded since then. In addition, the number of downloads of fitness apps has also increased significantly in the past year. The World Economic Forum estimates that downloads of health and fitness apps worldwide will increase by 46% by 2020, and that this growth will continue into 2021.
The implementation and integration of health trackers into fitness experiences will continue to increase. Coaches and clubs can easily sync the trackers with apps to further personalize the workout and create more realistic fitness plans. For example, heart rate measurement is a perfect measure of effort in various activities. That’s why Virtuagym introduces heart rate monitoring in the club training and (video guide) work out At home. In this way, both coach and customer get a better insight into fitness level and progress. But also in factors that play a role outside of exercise, such as the number of steps taken daily, calorie intake and sleep.
The ability to track and integrate this data is invaluable: achievable short-term goals lead to higher long-term retention. In this way, a person’s overall lifestyle can be improved in a tailored and highly motivating way.
From ‘health clubs’ to ‘health centers’
Our world is changing, and so is the role of fitness providers. I anticipate that the development of health clubs ugly health centers will continue and the health service will be more complete. This is possible because fitness companies can now offer so much more than just physical exercise. For example, they may offer technology-driven services such as meditation and nutrition or lifestyle†coachingbut also tracking the duration and quality of a person’s sleep.
The technology makes it possible to offer this in a simple and relatively inexpensive scalable way. With seamless integration with mobile app experiences, the benefits of all-in-one solutions are becoming more and more apparent. A fitness company can now gather everything it needs in one place, instead of having to use several separate solutions – making customer retention easier and more efficient.
The desire for flexibility
During FitNation 2021, Shari Castelli, Senior Director of Industrial Development at ClassPass, revealed that bookings for 30-minute classes have increased by 61% and that work out planned earlier in the day. This is significant as we now see the old club-consumer dynamics being turned upside down: the club must now adapt to the fitness consumer’s schedule rather than the other way around. It is a new reality that will become more and more apparent in the coming year.
The modern fitness consumer is looking for more flexibility when it comes to their health. He or she wants the freedom to adapt plans and solutions to personal needs and lifestyles. From content variation to flexible subscriptions: Clubs should always have this desire for flexibility in mind.
I do not think digital fitness in itself is a trend anymore. It is now an inherent part of fitness and health. Its innovative effect will continue, opening new doors and removing barriers. Digital fitness will be an important driver for further innovations and developments in the fitness industry.
About the Author: Hugo Braam is the CEO and co-owner of Virtuagym.
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