Less than twelve days after starting a new health kick, the average Brit will fall back into old habits, ditching a new fitness regime every three months.
Your members are fickle, switching workouts more frequently than the seasons change, but could fittertainment be the industry trend to put a stop to that?
For those unfamiliar with the term, fittertainment refers to the application of “entertainment, celebrities, and social media influencers to motivate and engage people in exercise”, which Health Club Management Editor – Liz Terry – believes has the power to “reshape the way we manage, invest in and market” gym and fitness facilities.
It’s a growing trend that has an increasing presence in the media, with depictions of fittertainment classes featuring in a range of American films, such as: Bridget Jones’s baby and I feel pretty, to name a few.
So, here’s how it works, along with our suggestions on best practices for its uses…
Why is it necessary to mix things up?
When it comes to the gym, Brits simply don’t know what to do with themselves, with six in ten consumers clueless about what combination of exercises and machines they need to achieve their fitness goals.
So, given their unrealistic expectations of the time and effort needed to see results – and that they’re without the means or experience to meet those targets by themselves – it’s no wonder that your customers soon tire of their routines and their memberships.
On average, we spend 11 hours a week procrastinating, especially when it comes to activities that will lead to a healthier lifestyle – 11% will put off exercising whilst 8% will avoid dieting.
Research indicates that it typically takes three months for members to completely give up the gym and cancel their contract, meaning that all is not lost.
You have a significant win-back period, that – if used wisely – can make a significant difference to your retention and churn rates. But for that to take effect, you need to have a strong digital marketing strategy in place – delivering the right motivational campaign at the right moment – as well as new incentives to capture their attention.
Here’s how fittertainment could motivate your members…
Boredom can be detrimental on your business’ bottom line, with claims that consumers try 252 fitness fads across a lifetime.
Whilst there isn’t a definitive fitness class that’ll put an end to this flitting, fittertainment as a concept will give you a competitive edge by demonstrating your brand’s relevance and commitment to industry innovation.
One in four Brits struggle to motivate themselves to workout, often relying on others to drag them to the gym, which explains why fitness classes have grown in popularity over the last few years.
Fittertainment solves the dilemma of boredom at the gym by using our visual and sensory facilities to create a fully-immersive fitness experience.
One study found that when technology is incorporated in this way, there is a “greater exertion without an awareness of the effort” amongst participants. In particular, it was found that they had higher heart rates and burned more calories without experiencing any difference in perceived exertion.
Mintel’s research likewise found that more and more gymgoers are looking to adopt technology in a bid to make exercise enjoyable, with 44% of consumers who use – or who would consider using – fitness clubs being interested in virtual reality exercise classes.
What’s happening within your market?
There has been a rise in the number of facilities providing technology and entertainment elements within their programs, such as: clubs with DJs and studios that are equipped with surround-sound, lighting effects and special effects.
Some have even gone so far as to invite celebrities or well-known fitness bloggers to run events and bootcamps, for which Barry’s Bootcamp are a prime example, hosting a course in 2015 that was led by singer, Ellie Goulding.
In addition, Les Mills recently showcased their latest workout – the trip – which is described as “an immersive fitness experience that combines a cycling workout with a journey through digitally-created worlds, made exponentially more effective with cinematic-quality screens.”
In 2018, businesses in every industry have been navigating through an increasingly competitive market, using technology to target and hook an audience that increasingly expects more for less.
Looking for some inspiration? Check out this clip to see how spinning classes can become more dynamic and immersive – click here.
Find out how we can help…
With predictions that fittertainment will be the next trend to rejuvenate the leisure industry, how will you rise to the challenge in 2019, offering your members a customer experience that is new and innovative, and that’ll keep them connected to your brand?
Seven in ten who quit the gym will only return to exercise with a different provider, making it crucial to get your customer journey right.
For information on how we can help you to strengthen your proposition and customer relationships, contact us on 0344 800 84 24, or at firstname.lastname@example.org.