What the new normal means for the Australian fitness industry

2020 has provided a lot of challenges for many industries, with two in three Australian businesses currently operating with modifications due to the COVID-19 pandemic. Among those most affected by nationwide lockdown restrictions were fitness studios and gyms. With the temporary prohibition of in-person fitness services, many quickly learnt the meaning behind the old English proverb “necessity is the mother of invention”, and began providing virtual offerings to their customers.

Today, new research by leading technology platform for the fitness industry, Mindbody, has revealed that virtual fitness offerings popularised by COVID restrictions earlier this year, will largely become a permanent fixture of the ‘new normal’. Namely, the report found that more than half of Australians (58%) expect to utilise live-streamed or pre-recorded workouts on a weekly basis even after the pandemic is over.

Identifying and projecting key trends like format and frequency of workouts, as well as customer intent and spend, ‘The Fitness Industry and the New Normal’ report also offers sound advice for Australian fitness industry professionals to lean into, placing their businesses in good stead for years to come. If you want a hybrid form of fitness, taking Pilates Classes in Townsville are a great option.

Aussies remain active with virtual workouts to relieve stress and fill free time

Despite limited access to gyms and fitness facilities this year, Australians have largely remained active throughout COVID, with as many as 76% working out at least three times a week. Interestingly, among the main reasons for increased physical exercise was the benefit of stress-relief (36%), alongside having additional free time (49%) and greater access to virtual workout content (39%).

While the beginning of lockdown saw 39% of Aussies spending less across fitness services, the introduction of virtual offerings saw 56% of Aussies engage in live-streamed or pre-recorded workouts. This contributed to restoring the average customer spend levels in July. Leading tech platforms, like Mindbody, have sought to assist the fitness industry in pivoting during these challenging times, equipping businesses with the tools like on-demand and livestream functional features to ensure owners have access to their customers, and customers have access to exercise no matter the circumstance.

Mindbody’s APAC Vice President Hema Prakash notes that while the fitness industry in Australia has suffered significantly as a result of COVID-19, it has also encouraged a new found appreciation for exercise and a new era of digital fitness.

“This report shows that spend and frequency of exercise is almost back to pre-pandemic levels but the landscape looks very different. As we head towards 2021, our goal is to continue to help our customers navigate the new normal and provide them with the tools to future proof their businesses.”

Leveraging new trending customer interests

While 2020 has provided its fair share of twists and turns for the fitness industry, there’s never been a more important time for gyms and studios to check-in with customers and prepare for the year ahead.

When it comes to returning to studios and gyms, the report identified three immediate key considerations. These include strict sanitation guidelines (83%), a physical layout that facilitates social distancing (67%) and a limitation on the quantity of people allowed in classes or in-studio (66%). Businesses and professionals can access free advice and resources for reopening a COVIDSafe fitness studio through Mindbody here.

Changes to the fitness landscape this year have brought certain forms of exercise to prominence - namely, pilates and yoga. Following the reopening of gyms and studios in July, the most popular in-person classes to return to were pilates (28%), strength training (26%) and yoga (26%). Similarly, the most popular classes for virtual participation are virtual yoga (32%), virtual pilates (21%) and virtual HIIT (14%) classes.

Most importantly, despite several changes to the fitness landscape over the course of the year, Australian customer loyalty remains high. Mindbody’s report indicates that half of Aussies (56%) have either continued to exercise at the same studio as pre-COVID times, or have suspended their membership in the meantime. Even during the peak of lockdown (April), half (51%) of Aussies stuck with their preferred studio and opted to engage in virtual classes by their favourite local host.

Conversely, COVID saw a minority of consumers (13%) switch to another gym - of these consumers, 75% plan to stay with their new gym long-term.

The road ahead

While drastic changes, like those experienced this year, are a challenge for any industry, fitness studios can stay one step ahead by keeping a finger on the pulse of industry trends. As such, the bespoke report identifies a number of key trends and insights that professionals in the fitness industry can preemptively leverage and implement, to lay the foundations for ongoing success. In addition, if you are passionate in fitness and wanted to make it a profession, taking an online fitness course by achieving cert 3 in fitness would be a great option because this will help you develop fitness programs.