Transforming Fitness: How Technology is Shaping the Future of Health and Gym Experiences
Explore the impact of fitness technology on the rapidly evolving fitness industry. Learn how integrating technology can help fitness operators adapt to changing customer experiences. Read on and start delivering exceptional experiences designed to boost customer retention.
The fitness industry is one of the most quickly evolving industries in the world. The emergence of new technology, hybrid working, and the influence of social media have all contributed to big changes in both consumer expectations and workout habits – giving opportunities for fitness operators to evolve by integrating immersive fitness technology.
However, there are fragilities of the sports system, with the pandemic hitting the sector hard, cost of living, high supply costs, and local authority funding, with several local councils effectively declaring bankruptcy. That’s a worry for the health and leisure industry across the UK, as the majority of leisure centres are owned by local authorities, according to the latest report by LeisureDB, who carry out audits on all UK public and private health clubs and gyms each year.
So it’s time to make moves. The UK government has set out ways to make it easier for people to get physically active and ensure the sports sector can thrive in the years ahead, by using digital technology to increase participation and activity and allow as many people as possible to continue to benefit.
The Digital Futures Report (2021), found that 98% of fitness and leisure operators in the UK think ‘digital’ will play an increasing role in the future and in 2023, the Digital Futures Report found 77% of operators say that ‘digital experiences’ play an important role for customers (compared to 63% in 2022). Technology can be transformative in making physical activity more accessible and relevant, and fitness operators can use technology to stay significant.
What’s next for health and fitness in the UK
The sector is a vital part of preventative mental and physical health, and fitness operators will be leaning much more into the wellness aspect in the future. The 2024 Future of Wellness report found that there’s been a big shift in consumer mindsets, and people are more interested in knowing more about their overall wellness, from working out and eating well to mindfulness and sleep quality. Evolution of the fitness sector, with new technology focused on wellbeing and fitness, is proving to be a big opportunity.
The pandemic encouraged individuals to get active through digital technology, such as apps and virtual content, helping people to keep moving when the usual options were closed. That meant that people who previously felt exercise wasn’t for them could find new options tailored to their needs.
So how can fitness operators continue to utilise this technology and encourage members to visit their gyms?
It’s all about community
According to the 2024 State of the Fitness Industry report by LeisureDB, the fitness sector is being driven by millennials and Gen Z who account for 80% of all gym members in the UK. That means gyms must deliver on what these generations are looking for while catering to their other members – which is community and connection, guidance, and coaching. They expect fitness brands to be kind, positive, and joyful, offering fitness experiences that combine variety, personalisation, progression, and education.
Consumers now have plenty of options on how they accomplish wellness, and so to succeed, gyms need to integrate technology to positively impact the lives of their members both inside and outside of the gym, providing access to support, content, and guidance whenever they need it.
Fitness apps may be popular, but humans are social beings, so the in-person experience is always best. Those who bridge the gap between the digital and physical world to offer an integrated fitness experience will be the big winners.
The Gym Group had a vision to help their members blend at-home and in-gym workouts. They partnered with Hutchi and fitness app Fiit to give members access to high-quality on-demand fitness classes in specially built studios. The result? A ‘destination’ immersive fitness studio experience, giving members a compelling reason to attend in person.
The Gym Group created a virtual studio space that delivered an immersive fitness experience designed by Hutchi. The key requirements were that the studio classes be a ‘destination’ experience, using immersive technology, that gives members a compelling reason to attend in-person; that their members should feel like they’re getting a premium experience; and that these new studios don’t remove useable gym space when not in use.
Similarly, FitBoxVirtual, a technology and content integration by Hutchi, creates and delivers scheduled and on-demand group exercise class experiences using frictionless technology solutions, tailored into a package to suit any audience. Virtual fitness classes are one of the fastest-growing areas as wellbeing and mindfulness becomes more mainstream.
Incorporating a range of apps and new tech will inspire members to track their efforts. Sometimes we all need that extra incentive to go to the gym, right? By using apps and virtual content on large screens with community-building aspects, gyms can keep members engaged through regular and meaningful touchpoints which will offer that motivation and engagement. These innovations are giving people more control over their fitness journey and helping them reach their goals in new and exciting ways. A win-win for fitness operators, members, and overall public health.
The more user-intuitive technology gyms and health centres have, the more ways they can stay connected with their members. Whether it’s a push notification about a new class, booking classes online, or introducing a new in-gym challenge, keeping gym-goers connected and informed is the best way to create an engaged membership community.