Gym, as you know it, is dead

Along with the global pandemic came a string of gym closures, and the success of fitness businesses fell into the hands of the now accelerated fit-tech boom

The European fitness industry – the largest in the world, worth €28.2 billion (about R516 billion) – has been forced to re-invent itself. Brick-and-mortar studios have continued to close down, and those that survive will need to take a digitally-led approach to make up for significantly reduced revenues.

With most of Europe reassessing how they approach their fitness needs, the point of connection between customers and fitness companies has become increasingly virtual.

This is echoed by the Garmin report, where we see that while overall steps have decreased, steps from tracked workouts have increased in an effort to make up for the suppression of normal daily movement. So, more people are exercising but in different ways, and the time is right for fitness companies to continue to leverage this through tech.

It’s no surprise that, according to global consulting firm, LEK, consumers have actually increased their spending on digital fitness by 30-35% compared to pre-Covid-19 levels.

Fitness apps like Sudor come to do two things: disrupt, and keep the world moving by solving for time, space and human connection. Through apps and other streaming platforms, many of those who cancelled their gym memberships can now rejoin their fitness communities, albeit virtually.

Aside from giving customers more choice and flexibility, virtual fitness platforms also give trainers and studios the chance to earn a living. And as for those who have chosen to return to the gym, digital offerings could even be used to help patrons enhance – not replace – their in-studio experience by using an app while they train.

So, the gym in its traditional format is fast becoming history and a new era has firmly put down its roots – powered by digital.