As people all over the world become more invested in their health and well-being, the fitness industry has exploded into a $100 billion sector, with fitness and wellness companies popping up all over the world, persuading the public to embrace their communities and adapt to health-oriented lifestyles.
Covid-19 was a catalyst for change, with gym closures and stay-at-home orders forcing health-conscious individuals to rethink their training regimes, spawning a shift away from gyms and real-world fitness classes and toward digital offerings.
In addition, the pandemic triggered a shift in the public consciousness, making us prioritize not just physical fitness but mental well-being, too. Recognizing not just the physical benefits, but also the psychological rewards of participating in regular exercise, the pandemic drove a huge surge in the popularity of home-based workouts and fitness apps.
Vaccination programs have been implemented with great success in many countries, and fitness clubs have reopened. Nevertheless, interest in home fitness apps and digital classes continues unabated, with many consumers continuing to show a preference for home exercise. According to a survey by Future of Fitness, Covid-19-induced extensions of the fitness industry continue to grow, triggering a mini-boom throughout the health and fitness industry. This article explores the phenomenal rise of the fitness app, identifying how smartphones have made it easier for fitness companies to expand their reach, as well as exploring how they help consumers to make smarter, more health-conscious lifestyle choices.
Fitness is one of the IT industry’s fastest-growing sectors today
Health and fitness has always been a popular consumer category. Nevertheless, technological advancements, particularly the development of wearable devices and innovative new apps, has been a game-changer for the fitness industry over the past decade. As people continue to spend more time online, it only makes sense for fitness companies to expand their online offerings.
From wearable technology to track vitals in real-time, to diet-tracking tools and on demand personal trainers, these days, managing your fitness really is as simple as downloading an app to your phone, provided you follow up and actually use it, of course.
Brick-and-mortar gyms are increasingly developing their own apps
Recognizing the vast potential of mobile apps in terms of enhancing the customer experience, companies are engaging with members like never before, presenting digital solutions to enable them to check gym hours, book a class, and check-in via mobile. Today, leading fitness chains like LA Fitness, Gold’s Gym, and Planet Fitness have their own apps to cover at least the basics.
Virtual training apps enable consumers to exercise from home
In addition to providing convenient fitness solutions, enabling consumers to work towards fitness goals wherever they are, whatever the time, these apps also come with the added bonus of being more affordable than real-life personal trainers. By using a fitness app, members can live stream fitness classes from the comfort and safety of their own home, receiving guidance from a virtual instructor without the inconvenience of having to travel to a certain location at a particular time.
Another big advantage of virtual training apps is their anonymity. For those who are shy, or feel awkward starting out on their exercise journey, virtual training apps enable them to get into their stride without the pressure of being out in public.
Fitness app developers often enlist the help of micro-influencers
James Tollefson is a successful example of a micro-influencer. A fitness enthusiast boasting almost 14,000 followers on Instagram, Tollefson helps fitness brands to expand their market reach.
From a brand’s perspective, hiring the services of a micro-influencer can be a cost-effective way of getting its products seen by as many people as possible. Fitness app endorsements from micro-influencers can be an incredibly powerful inducement for followers. According to one study, 82% of people are likely to follow recommendations from micro-influencers.
For most businesses, building an app is only the beginning
Mobile apps are a critical part of the customer journey today. With our lives becoming increasingly digitized, technology plays a huge role in our lives. From the second we wake to the second we fall asleep, technology impacts every aspect of our daily lives, and no device more so than the smartphone.
Rather than simply building an app and forgetting about it, today’s fitness companies need to invest in creating content regularly, offering their followers value, innovating fresh and exciting ideas to attract and retain customers.
Experts predict that the fitness industry will become increasingly digitized
Fitness technology offers numerous benefits which should not be overlooked, including:
- Enhancing the customer experience.
- Creating personalized workouts catering to the specific needs of each member.
- Assembling data on users’ habits to improve their experience.
- Creating a hybrid model to better cater to member needs.
- Enabling marketers to expand their reach by sharing valuable fitness content online.
With advancements in virtual reality and AI, fitness companies are coming under increasing pressure to expand their digital offerings. Although in-person guidance still remains an important facet, in reality, the health and fitness industry is likely to become more hybridized, combining in-person and online services to help consumers to achieve their fitness goals.