With a mission to offer an all-in-one solution for smooth business operations, WellnessLiving prioritizes customer experiences and utilizes data to drive growth.

The Heart of WellnessLiving: Empowering Businesses with Data-Driven Insights

WellnessLiving stands out as a software company with a heart, focusing on the success of fitness and wellness businesses. By transforming data into actionable insights, they empower business owners to elevate member experiences, leading to improved retention rates and reduced churn. Moreover, these insights can optimize marketing campaigns and guide strategic decisions, propelling businesses towards sustainable growth.

WellnessLiving’s dedication to serving its clients was highlighted when it received recognition in 2021 and 2022 as one of the Deloitte Technology Fast 500, attesting to their rapid growth and commitment to customer success.

Len credits the company’s 272% revenue growth to their customer-focused approach and vision to provide the fitness and wellness industry with the tools, resources, and support they need to manage and grow their businesses—a truly all-in-one solution.

From Fitness Enthusiast to Business Innovator: Len’s Journey

Len’s journey to co-founding WellnessLiving is both inspiring and relatable. Once a competitive tennis player turned fitness enthusiast, Len embarked on a path to fitness entrepreneurship. He transitioned from a boot camp fitness business to creating WellnessLiving with a partner. This software platform began as a marketing tool for partner studios, which eventually evolved into the comprehensive solution it is today. 

Overcoming the Fear of Change: Embracing Business Management Software

For many fitness business owners, the prospect of implementing new software can be intimidating. However, as Len explains, embracing change is crucial for business evolution. Transitioning to business management software allows entrepreneurs to align with their goals, fostering collaboration with senior leadership and paving the way for growth. WellnessLiving’s approach emphasizes partnership and empathy, positioning them as a software company with a heart.

Transforming Data into Actionable Insights

Data holds the key to unlocking business potential, and WellnessLiving recognizes the significance of turning data into actionable insights. By tapping into data analytics, fitness businesses can gain a deeper understanding of their members’ behaviors and preferences. This information can then drive strategic decisions, enhance service offerings, and boost member satisfaction. WellnessLiving’s commitment to its customers extends beyond software, aiming to cultivate growth through informed choices.

Developing AI-Powered Solutions for Member Churn

“One of the biggest challenges for any fitness organization is member churn, a member not continuing the following month. If you have a leaky bucket, pouring water in it will never fill it up. So our challenge was how can we leverage data, AI, and machine learning to help businesses manage churn more efficiently.”

— Len Fridman —

Collaborating with York University’s machine learning lab, they developed the Isaac AI Assistant. This innovative tool predicts members with a high probability of churning, enabling proactive outreach and personalized communication. Utilizing AI and machine learning, WellnessLiving equips businesses with the means to build stronger member relationships, increase retention, and reduce churn effectively.

Predicting The Future of AI in the Fitness Industry

Len envisions a future where AI plays a pivotal role in the fitness industry. As AI technology advances, fitness businesses can anticipate more robust data insights and actionable recommendations. 

WellnessLiving’s commitment to user-friendly interfaces ensures that businesses can effortlessly access and utilize AI-generated insights. The ability to tailor dashboards and access real-time data and statistics empowers business owners to make informed decisions promptly.

“It is vital to have an easy to use and customisable dashboard that allows you to quickly see trends in your business to make important business decisions. WellnessLiving is famous for is having that ability to customise the dashboard and having a variety of graphs and statistics that you can actually drill down.”

— Len Fridman —

Creating Personalization and Omnichannel Experiences

Personalization is the key to engaging members effectively. Len emphasizes the importance of understanding member preferences, purchase behaviors, and class attendance. With a strong focus on creating seamless experiences, WellnessLiving advocates for an omnichannel approach. This approach integrates all customer touchpoints, ensuring a consistent and unified experience across physical locations, apps, websites, and virtual classes. By offering flexibility and convenience, fitness businesses can enhance member engagement and loyalty.

“If you want to continue scaling your business, you really must have a firm grasp on your members, which products they’re buying, and what classes they’re taking so you can make educated business decisions. If you have thousands of members and you want to send out targeted email campaigns, you have to segment your market to tailor your solutions to what they actually want.”

— Len Fridman —

Intrigued by the insights shared by Len? WellnessLiving invites fitness business owners to explore their platform through a demo. With an impressive conversion rate, the likelihood of joining the WellnessLiving family is high. By embracing data-driven strategies and leveraging cutting-edge technology, you can position your fitness business for scalable growth and enduring success.

Contact us at Wexer and we can share a wealth of knowledge on how data can drive growth in the fitness industry. From overcoming the fear of change to harnessing the power of AI and creating seamless member experiences, these strategies can transform your fitness business and pave the way for sustained growth. As the industry evolves, embracing data-driven approaches will be instrumental to achieving success and staying ahead of the curve.

Find out how Wexer’s unparalleled data, technology and content library can help you leverage your data to benefit your business in 2023: info@wexer.com

More Info:

Len Fridman on LinkedIn

Wexer Podcast 22

The post Leveraging Data to Scale Your Fitness Business Growth  appeared first on Wexer.

NovoFit provides customised fitness solutions and has access to global fitness brands for the commercial, wellness, performance and functional training markets in Australia and the Asia-Pacific markets. 

“This agreement with Wexer further cements our partnership and allows us to provide our current and future customers with the cutting edge digital solution they require. The Australian fitness market is booming at the moment and we understand what it takes to build a thriving and successful fitness business in today’s innovative and changing market.”

~ Daniel Waide, NovoFit COO ~

This exclusive partnership means NovoFit will have access to Wexer’s leading digital fitness solution and, for Wexer, the ability to help accelerate the digital transformation of the Australian fitness industry. 

The  Australian market has been experiencing tremendous growth as our recent Australian fitness trend report highlighted. The industry generates more than $3 billion in revenue annually (Gitnux Market Data, 2023). Figures show there is a 34.7% user penetration in the Australian market, well above the industry average. The fitness industry is also expected to rise to 37.54% by 2028. (Statista, 2023) 

Following the recent partnership with Revo Fitness, Wexer has continued to increase their client base throughout Australia and the wider Asia Pacific(APAC) region. 

Working together with NovoFit helps to supply the digital wellness and fitness content demand in the Australian and APAC markets and supports the growth strategy of Wexer. 

Ready to learn how to take advanatage of of the Wexer and NovoFit partnership? Let us help you utilise your data, virtual technology, and AI to develop your fitness content strategy and provide the best content for your fitness facility. Email us: INFO@WEXER.COM

About NovoFit

For 40 years, NovoFit has been maintaining long-term strategic partnerships wit the world’s best-in-class fitness brands, developing industry expertise, delivering state-of-the-art fitness facilities throughout Australia and the Asia-Pacific(APAC) markets. 

The post Wexer’s Exclusive Partnership with Australian Distributor NovoFit appeared first on Wexer.

Research by the Australian government and a global Deloitte Report, commissioned by The Global Health & Fitness Alliance, in collaboration with AUSactive, shows the remarkable achievements in Australia’s fitness sector. Australia’s fitness industry plays a pivotal role in bolstering the nation’s economy. 

We recently interviewed Barrie Elvish, AUSactive CEO, to discuss the fitness industry trends and how AUSactive is revolutionizing the fitness, health, and wellness environment in Australia. AUSactive’s role is to promote health and wellness through active lifestyles. The fitness industry association is the largest in Australia and recognized by the government.

COVID was a fantastic opportunity to demonstrate to the sector the need for a strong voice and message. AUSactive’s membership grew by 15% each year during COVID. 

“Going to the gym is the second most popular physical activity in Australia after walking. It surprised many people just how much Australians are using health and fitness centers such as gyms, cycle, yoga and pilates studios, dance, group classes and many others to get active.”

~ Barrie Elvish, AUSactive CEO ~

Research by the Australian government and a global Deloitte Report, commissioned by The Global Health & Fitness Alliance, in collaboration with AUSactive, shows the remarkable achievements in Australia’s fitness sector. Australia’s fitness industry plays a pivotal role in bolstering the nation’s economy. 

Australia’s Booming Fitness Industry

• Health and fitness sector contributes over $4 billion to Australian GDP
• While inactivity costs the healthcare system $2 billion per year
• Fitness participation in fitness, sports or gym activities doubled in the last 5 years, with over 40% of Australian participation over the age of 15 currently, up from 20% participation 5 years ago. 
• Over 8 million people over the age of 15 go to a gym at least once a year
• 3.7% Expected Annual Growth For Fitness Industry (2019 – 2024)
• 24-hour gyms in Australia have doubled since 2014 
• 12% of Australians use a fitness app to monitor their physical activities.
• 1.2 million people with a disability attend gyms
• 1 million non English-speaking people attend gyms 
• 150,000 indigenous people attend gyms
• Major growth was outside traditional commercial gyms

Tapping into the Australian Fitness Market Opportunities in 2024

As we explore the dynamic landscape of Australian fitness, there are numerous opportunities for fitness businesses to thrive. 

1. Mental Health Focus

The #1 reason people attend a gym is to improve mental well-being now. 

While some believe people start exercising because they want to look good and feel good, actual data shows that more people are going to the gym for their mental well-being. Before COVID, 19% were going to the gym for their mental well-being, but now it has risen to 29%. 

A recent meta-analysis from the University of Adelaide with over 100 credible research programs and over 100,000 participants concludes that exercise is one and a half times more effective in managing/mitigating anxiety and depression than medications or counselling.

Recommendation: Make sure you promote mental well-being with in-facility and virtual programs like yoga and meditation.

2. Offer Hybrid Models, AI, And Technology Integration

Hybrid

Australian fitness trends show hybrid fitness models are an important future fitness trend. By balancing in-person and out-of-facility content equally, you can offer every single customer to consume your product in the club, at home, or outside your facility, in the way that best suits them any time and anywhere. After COVID, your fitness members expect the in-club and out-of the club offering with a combination of live and on-demand fitness experiences.

AI And Technology

Artificial Intelligence (AI) is being used in many ways by organizations to innovate, improve, and scale up. AI is making a positive impact on fitness member-based businesses by helping them accelerate their digital transformation. AI constantly learns from the data it analyses, anticipating customer behavior from it. By doing so, fitness brands can create valuable content, boost revenue, and enhance customer experiences. Optimize your digital transformation by leveraging AI and technology.

Hybrid Opportunities For Workforce Education and Utilization

AUSactive recently had a Senior Management Summit to address how to take advantage of future opportunities to succeed in the fitness industry. They addressed how to take advantage of data, technology, and AI to make better decisions and create better fitness opportunities. 

One thing they addressed was the fitness workforce and how technology and AI will make a positive difference for the fitness industry, but we have not educated the workforce effectively on how to use these tools for their benefit.

Group exercise instructors, personal trainers and gym managers are leaving the industry. With COVID, many left to do their own thing or open their own clubs, and a lot of them haven’t come back. A lot of them haven’t come back because they saw the hybrid experience as a threat instead of taking advantage of the tools and use AI and technology to build their engagement. 

In addition, the average age of those who’ve stayed is actually increasing. If the industry doesn’t address this now, there is going to be a void in about 5 to 10 years if they’re not replaced when they retire.

So now is the time to train your workforce in how to use technology and invest in technology like user-friendly fitness apps, on demand digital technology, and live virtual classes. Your group exercise instructors and personal trainers should be part of the virtual and on-demand content you create to increase their engagement, improve member participation, and ultimately create better outcomes for members. 

Recommendation: Utilize technology and offer in-gym, virtual, and on-demand fitness content for broad appeal for members and fitness professionals.

3. Workout Convenience and Adaptability 

Fitness participants now expect 24/7 convenience. They want access to fitness and wellness anywhere and anytime. 24-hour gyms in Australia have doubled since 2014. Also, ensure you review your data, stay updated with industry trends, and adapt your fitness and wellness offerings. AI and technology are providing new opportunities constantly. 

Recommendation: Consider 24/7 gym access and provide hybrid content in-club and virtually through live and on-demand fitness content for greater convenience and availability.

AUSactive Role In Preventive Health

AUS active recently had a very successful “Fit For Office” Campaign highlighting the need to invest in preventive health strategies. The government data doesn’t lie. It shows the Australian health and fitness sector contributes over $4 billion to Australian GDP, while inactivity costs the healthcare system $2 billion per year. 

Barrie share, “The move to a preventive healthcare system is necessary.The current system is unsustainable and the sooner they acknowledge and address this the better off both our health and economy will be” He continued, “With a return on investment of a reported sixfold and a health system – that includes hospitals, the NDIS, aged care and increasing demands for mental welfare services – collapsing under the strain, surely a government talking of well-being budgets and the need to increase national productivity would seriously consider investing more in preventive health? The savings are significant, ongoing and exponential.”

AUSactive is working on a rigorous accreditation system to build a government regulatory framework that will be an opt-in program with financial incentives. 

The discussions continue about how to get members access to the NDIS, more private health insurance benefits, and ultimately Medicare funded preventative health programs. 

The insurers are telling us that if we can get something that has credibility and rigor behind it, it will drop premiums for public liability insurance and open up doors for AUSactive members to 

achieve better commercial income, better employment opportunities, and greater security.

A Win-Win For Fitness And The Australian Economy

As we review this comprehensive insight into the challenges, opportunities, and future trends in the Australian fitness industry. Position your Australian fitness business for the future by taking advantage of preventative health initiatives, government collaboration, mental well-being focus, convenience, and the potential impact of AI and technology as the industry is on the brink of transformative change. The prospect of a healthier and more sustainable future for Australia looms on the horizon.

Ready to learn how to take advanatage of future Australian fitness trends? Let us help you utilize your data, virtual technology, and AI to develop your fitness content strategy and best utilize your fitness professionals. Email us: INFO@WEXER.COM

More Information:

Podcast Episode 28 – AUSactive and Barrie Elvish

AUSactive – https://ausactive.org.au/

Email – Barrie.Elvish@ausactive.org.au

Barrie Elvish LinkedIn Profile

The post Australian Fitness Trends & AUSactive’s Preventive Health Role appeared first on Wexer.

McKinsey & Company is a global management consulting firm. Eric specializes in the global fitness and health industry. He shares his expert perspective on the current state and future trajectory of the fitness industry. He delves into the critical aspects like the opportunities emerging fitness business models will provide, how fitness business models will need to include digital transformation to expand into emerging markets, the potential impact of weight loss pills, and how the fitness industry has changed after the COVID-19 pandemic.

The Current State of the Fitness Industry

Before delving into emerging fitness business models, it’s essential to understand the current state of the fitness industry. Eric Falardeau provides a macro-view, highlighting a significant issue in the industry. He points out that many fitness models today cost between 10-30 euros or dollars, which, in his opinion, leaves a considerable amount of money on the table. This observation underscores the need for innovation and the exploration of new business models that can extract more value from each customer relationship.

“At a macro-view, I think the sector is leaving a lot of money on the table by having such a high share of humans move through models that cost between 10-30 euros/dollars today.”

~ Eric Falardeau, Partner, McKinsey & Company ~

Fitness Business Model Opportunities

In an era of emerging markets and rapid digital innovation, the fitness and health industry has not remained immune to the winds of transformation. As technology advances and new markets emerge, fitness businesses are presented with both challenges and opportunities. To navigate this shifting landscape effectively, it’s crucial to understand the emerging fitness business models that can maximize growth and profit.

Being aware of emerging opportunities to provide new innovative fitness business models will play a pivotal role in a a fitness business ability to thrive and adapt to changing consumer needs. Critically assessing whether there are unmet needs within the industry and whether a business has found a viable model that sets it apart from competitors is crucial for making informed decisions about where and how to allocate resources.

Consumers are spending more on health, fitness, and wellness than they ever have before. Future of wellness in 2030 shows a $1.5 trillion market globally—and it’s growing at a clip of 5 to 10 percent each year. McKinsey research shows that consumers are most interested in six wellness categories: health, fitness, nutrition, appearance, sleep, and mindfulness.

Eric shared consumers are clearly looking at health and wellness as one of the most important things in their life now. Therefore, the industry needs to realize the possibility of people paying 5, 10, 20, 30 dollars/euros more for something that is helping them move or live as healthy as possible.

The Role of Information and Technology

Eric emphasizes the transformative potential of information and technology in the fitness industry. He believes that this sector is uniquely positioned to benefit from these advancements, as they can have a substantial impact on overall value creation and member solutions. In an era where wearable fitness tech, data analytics, and personalized fitness apps are becoming increasingly prevalent, businesses that harness the power of information and technology stand to thrive.

“This is one of the sectors for which information and technology can have the most impact on overall value creation and overall member solutions.”

~ Eric Falardeau, Partner, McKinsey & Company ~

Embracing New Business Models

One of the key takeaways from the interview is the importance of embracing new business models. Eric Falardeau urges the fitness sector to explore innovative ways of creating more value for customers. He points out that the industry should not be limited by traditional pricing models and that it’s entirely reasonable for individuals to invest more in their health and fitness. This sentiment challenges the notion that the mid-tier pricing model is no longer viable in today’s market.

The fitness and health industry is undergoing a paradigm shift, and one of the most significant shifts involves transitioning from a “push” model to a “pull” model. This means that instead of merely pushing out existing solutions and services, businesses in the industry need to adopt a more customer-centric approach. They must empathize with the end user and focus on understanding their specific needs and preferences. This shift is vital for staying relevant and effective in a rapidly evolving market.

Another crucial paradigm shift revolves around reevaluating and strengthening business models. With increasing competition, fitness companies must stress-test their models to ensure they can withstand tougher market conditions. The shift here is from complacency to a proactive and competitive mindset, where businesses continuously innovate and adapt their models to maintain their position as leaders.

In essence, business model considerations encompass the ability to navigate the complex terrain of digital transformation while ensuring that the chosen approach aligns with the unique needs and expectations of the target audience.

The Importance of Digital Transformation

To thrive in the modern fitness landscape, businesses must adapt to the era of digital transformation. Eric emphasizes the need for fitness business models to incorporate digital elements to expand into emerging markets effectively. This shift involves not only offering digital fitness content but also leveraging technology for customer engagement, data collection, and personalization.

It’s evident that digital transformation is no longer an option, but it’s essential to have a clear digital strategy.

AI-powered marketing tools enable fitness businesses to understand their customers better than ever before. By analyzing user data, preferences, and behavior, AI can help tailor marketing campaigns to individual needs, increasing the likelihood of customer engagement. This personalization is crucial in a competitive market where customer acquisition costs are a significant concern.

Moreover, AI has the potential to enhance customer engagement itself. For example, personalized fitness plans and workout recommendations based on user data can keep members motivated and engaged in their fitness journey. Chatbots and virtual trainers powered by AI can provide instant assistance and guidance, creating a more immersive and responsive fitness experience.

Digital transformation extends beyond marketing and engagement. It involves leveraging data and technology to improve operational efficiency and deliver better services. This includes streamlining processes, optimizing resource allocation, and enhancing the overall customer experience. By embracing digital transformation and AI, fitness operators can stay competitive, evolve their business models, and ultimately provide greater value to their customers.

Emerging Markets: China and India

One of the most exciting aspects of the fitness and health industry’s evolution is the emergence of new markets, particularly in countries like China and India. These populous nations are witnessing a surge in fitness and health consciousness, presenting a goldmine of opportunities for fitness businesses. As per industry reports, the fitness industry in China is projected to reach a staggering $22.8 billion by 2025. McKenzie research has shown the Chinese have an increase in spending, particularly in categories that are focused on health and lifestyle.

In traditional fitness, with a substantial portion of the population yet to be tapped, the scope for growth is immense. However, to seize these opportunities, fitness business models must adapt to the unique characteristics of these markets. This adaptation involves understanding cultural nuances, tailoring fitness offerings, and, of course, embracing digital transformation to reach a broader audience.

Digital and Virtual Fitness Increase Post-COVID

The fitness industry, like many others, underwent a significant transformation in the wake of the COVID-19 pandemic. Lockdowns and social distancing measures prompted a surge in demand for digital fitness solutions, as people sought ways to stay active and healthy from the safety of their homes. This shift accelerated the adoption of online fitness classes, virtual personal training, and connected fitness equipment.

While the pandemic posed immense challenges, it also highlighted the resilience and adaptability of the fitness industry. Businesses that quickly pivoted to offer digital solutions not only survived but thrived during these challenging times. This resulted in a “Leaders Take Most” principle, where the leaders who were quick to adapt, innovate, and maintain their brand presence not only retained their existing members but also attracted new ones. This dynamic has allowed them to capture a larger share of the market, leaving smaller players struggling to keep up.

As the world emerges from the pandemic, the lessons learned from this period are invaluable. Fitness business models that continue to offer digital options are likely to maintain a competitive edge in the post-COVID-19 era.

The Importance of Purpose and Passion

Eric emphasizes the significance of purpose and passion in the fitness industry. He believes that businesses driven by a genuine desire to improve people’s lives are better poised for success. When fitness professionals and entrepreneurs are passionate about their work, they are more likely to innovate, adapt, and create solutions that resonate with customers.

In conclusion, the fitness and health industry is undergoing a profound transformation, driven by emerging markets and digital transformation. Fitness business models that can adapt to these changes, harness the power of information and technology, and offer value to customers are poised for growth and profit. The future of the fitness industry is not only about physical health but also about embracing the digital age, catering to emerging markets, and fostering a sense of purpose and passion for improving lives. As Eric Falardeau suggests, this industry has abundant opportunities for those willing to innovate and create more value from each customer relationship. It’s time for fitness businesses to unlock their growth potential in this dynamic landscape.

The Eric’s insights serve as a valuable resource for industry professionals seeking to navigate the fitness and health sector’s ever-changing landscape. The fitness industry needs to continue to evolve and bring more meaningful value to customers by embracing innovation and technology.

Find out how Wexer’s unparalleled data, technology and extensive library of wellness and fitness content can help you leverage your date to benefit of your business in 2023

More Info:

Contact: info@wexer.com

Paul Bowman, CEO of Wexer

Eric Falardeau, Partner at McKinsey & Company

McKinsey & Company

Podcast 25

The post Emerging Fitness Business Models To Maximize Growth and Profit appeared first on Wexer.

Flexit is a company at the forefront of revolutionizing the way we approach fitness. We’ll share Cohen’s insights and wisdom as he sheds light on the evolving landscape of fitness and well-being.

In the fast-paced world we live in, fitness and wellness have undergone a remarkable transformation. No longer confined to traditional gym spaces and one-size-fits-all routines, the fitness landscape is now a dynamic arena driven by personalization and technology.

The Changing Landscape of Fitness

The fitness landscape is undergoing a profound transformation. Traditional brick-and-mortar gyms, which once held a dominant position in the industry, are witnessing a significant shift in their status as the primary fitness option. In their place, we’re witnessing the rise of more flexible and personalized fitness choices that cater to the evolving needs and preferences of consumers.

One of the key drivers of this transformation is the surging popularity of digital fitness platforms. These platforms offer a diverse range of workout routines, fitness classes, and wellness programs that are accessible from the comfort of one’s home or virtually anywhere with an internet connection. This accessibility has been especially crucial in recent times when the world has faced lockdowns and restrictions due to the global pandemic. As people sought ways to maintain their fitness routines while adhering to social distancing guidelines, digital fitness platforms emerged as a savior.

To remain competitive and relevant, fitness businesses must be in tune with the shifting preferences of consumers. This means embracing digital solutions, offering flexible options, and continuously innovating to provide engaging and effective fitness experiences. As the fitness industry continues to evolve, those who can successfully navigate these changes are poised to thrive in this dynamic and ever-changing landscape.

Holistic Wellness and The Future of Fitness

The concept of holistic health and wellness takes center stage as a fundamental principle guiding the evolving fitness landscape. It signifies a broader and more comprehensive approach to well-being that extends beyond mere physical fitness. Holistic health and wellness acknowledge the intricate interplay between various facets of an individual’s life, including physical, mental, and emotional aspects, to foster a state of complete and harmonious well-being.

Within this context, fitness is not solely about sculpting one’s body or achieving physical prowess; it’s about achieving balance and harmony in all aspects of life. The importance of holistic health and wellness is mirrored in the types of fitness offerings gaining popularity. Digital platforms like Flexit provide users with a range of options, from yoga and meditation to strength training and cardio workouts. These offerings cater to individuals looking to cultivate not only their physical prowess but also their mental and emotional well-being.

Furthermore, holistic wellness is not confined to physical exercise alone. It encompasses nutrition, stress management, sleep quality, and mental health. In an era where stress and mental health issues are prevalent, the holistic approach encourages individuals to address these concerns alongside their physical fitness goals. This holistic perspective aligns with the evolving preferences of fitness enthusiasts who seek to enrich their lives physically, mentally, and emotionally, ultimately leading to a more fulfilling and balanced existence.

Challenges and Opportunities

With the rise of digital fitness platforms and on-demand workouts, brick-and-mortar gyms are facing increasing competition. They must adapt to these changing consumer preferences and find innovative ways to differentiate themselves from other digital fitness services. This challenge necessitates a reevaluation of their business models, potentially incorporating technology and personalized experiences to remain relevant.

However, this disruption also presents a wealth of opportunities for both established fitness businesses and newcomers. There is a growing demand for personalized fitness experiences. This opens the door for fitness entrepreneurs to create niche offerings that cater to specific demographics or interests within the fitness world.

The emphasis on holistic health and wellness presents opportunities for businesses to offer comprehensive wellness solutions that extend beyond physical exercise. Integrating nutrition, stress management, mental health support, and recovery services into fitness offerings can set businesses apart and address the growing desire for a more holistic approach to well-being.

The Future of Fitness

Digital fitness platforms and on-demand workouts have taken center stage, catering to the demands of consumers who seek convenience and tailored fitness experiences. This shift suggests that the future of fitness will be increasingly characterized by accessibility and individualization.

Platforms like Flexit, with their ability to connect users with fitness professionals from around the world, exemplify the transformative power of technology in breaking down geographical barriers and expanding the reach of fitness services.

The future of fitness promises to be a multifaceted and tech-driven domain, with a strong emphasis on personalization and holistic well-being. Those who can adapt to these trends, leverage technology effectively, and provide comprehensive wellness experiences are poised to lead the way in this ever-changing industry.

The Role of Flexit

Flexit emerges as a prominent player that exemplifies the changing dynamics of the fitness industry. This platform exemplifies the essence of adaptability and flexibility, which are key elements in the modern fitness experience. Whether you’re interested in yoga, strength training, cardio, or any other form of exercise, Flexit provides a diverse array of options, allowing users to choose workouts that align with their personal preferences and goals.

One of the standout features of Flexit is its flexibility in terms of scheduling and location. Users can select workouts that fit seamlessly into their daily routines, whether they prefer to exercise in the morning, during lunch breaks, or in the evening. Additionally, the platform allows individuals to work out in the comfort of their own homes, a local park, or any other convenient location.

Flexit represents a fundamental shift in the way fitness is approached and consumed. It adapts to the modern consumer’s desire for personalized and flexible fitness experiences, breaking free from the constraints of traditional gym memberships. As the fitness landscape continues to evolve, Flexit serves as a prime example of how innovative digital platforms are reshaping the industry to meet the demands of today’s fitness enthusiasts.

The fitness industry is during a significant transformation. Flexibility, personalization, and technology are reshaping the way we approach fitness and well-being. Whether you’re a fitness enthusiast seeking a more tailored experience, or a fitness operator looking to adapt and thrive in this changing landscape, the insights shared by Cohen offer valuable guidance.

As we look to the future, one thing is certain: the fitness world will continue to evolve, and those who embrace innovation and prioritize holistic wellness will lead the way to a healthier, happier tomorrow.

Find out how Wexer’s unparalleled data, technology and extensive library holistic wellness and fitness content can help you leverage your date to benefit of your business in 2023

More Info: info@wexer.com

Podcast 23

The post Holistic Wellness Drives Personalized Fitness Experiences  appeared first on Wexer.

The Smart Fit digital solutions allow customers to be well-guided by trainers to work out both inside or outside the gym, through the Smart Fit App and Smart Fit GO (an on-demand workout platform).

About Thiago Somera

Thiago’s has a long history of international trade marketing and supply chain experience.Smart Fit entered the Latin American market in 2009 with the high volume, low cost fitness model. He was able to grow Smart Fit’s infrastructure to support their growth with physical clubs and digital platforms.

How Smart Fit Expanded Beyond Boundaries

Smart Fit’s journey began in 1996 as a premium operation, and in just 14 years, they expanded to an astounding 1400 clubs. However, this rapid expansion didn’t come without challenges. The company faced the daunting task of breaking into local markets that were not initially ready for such growth. Nevertheless, Smart Fit took on the challenge head-on, propelling the fitness industry forward in these regions.

Building The Smart Fit Infrastructure And Culture

One of the biggest challenges Smart Fit encountered was upgrading their supply chain to match the pace of their expansion. This required teaching how to construct and adapt quickly, efficiently, and cost-effectively. Today, with an improved infrastructure, Smart Fit’s supply chain builds an impressive 200 clubs per year, a testament to their dedication to operational excellence.

Keys To Growing A Digital Brand

Smart Fit has a strong culture of innovation with the goals of constantly improving the customer experience and the productivity of clubs.

Let’s explore the digital concepts that allowed Smart Fit to build their brands into a successful synergy between their physical gyms and digital offerings. Their customer-driven and data-driven culture leverages digital offerings to engage customers and stay ahead in the fitness market. 

Embrace the Digital Wave

Even before the pandemic, Smart Fit had its eyes set on digital trends. They launched their digital offerings, inspired by the success of platforms like Peloton, Wexer, and The Daily Burn in the US. Interestingly, Smart Fit took a different approach by not directly connecting their digital product with their physical gyms. They recognized that the customers engaging with their digital platform had slightly different needs and preferences than those who visited the gym.

Synergy Between Digital and Physical Offerings

To maintain a clear distinction between their digital and physical offerings, Smart Fit kept a separate brand and entity for their digital platform. This strategic decision allowed them to tap into different customer segments and avoid unnecessary cost overlap. The crossover between the two platforms was minimal, demonstrating the unique preferences of their customers across these channels.

Customer Confidence and Lifetime Value

Smart Fit recognized the importance of building customer confidence and understanding how it impacts lifetime value. They observed that less confident customers tend to engage more with digital products, while more confident ones frequent physical gyms. This insight allowed them to track lifetime value without being directly connected to the club and its systems.

Simplicity and Convenience

Thiago emphasized the significance of providing a hassle-free experience for customers. This experience is not just during membership sign-up but also when they decide to leave. Easy entry and exit processes ensure that customers feel in control and appreciated, ultimately leading to better retention and brand loyalty.

A Culture of Healthy Competition

Smart Fit boasts a unique company culture that fosters both collaboration and competition. The fitness directors share valuable experiences, product ideas, and industry insights while maintaining a healthy competitive spirit. This balance enables Smart Fit to innovate and stay ahead in a rapidly evolving industry.

Hyper-Personalization and Micro-Influencers

Smart Fit’s commitment to offering personalized fitness solutions is evident through their 150+ different programs, each tailored for specific personas or avatars. Additionally, they leverage micro-influencers on social media platforms like Instagram and TikTok to promote their products. This symbiotic relationship benefits both the influencers and Smart Fit, creating a circle of benefits.

Staying Agile During a Global Pandemic

The COVID-19 pandemic was a challenging period for all businesses, and Smart Fit was no exception. However, their ability to pivot quickly and adapt allowed them to grow a digital brand and retain a strong customer base. Thiago acknowledged that the pandemic was a shaking moment, but the approach they took proved effective in weathering the storm.

Embracing the Future with Technology

Smart Fit’s focus on technology is not just about flashy features; it’s about enhancing the overall fitness experience for customers, regardless of where they engage. Thiago emphasized that technology should bring meaningful improvements.

Smart Fit and Wexer share a similar vision about the power of agility, innovation, and customer-centricity in the fitness industry. By staying ahead of digital trends, embracing change, and continuously improving their products and services, Smart Fit carved a unique path to success. As the fitness industry continues to evolve, Smart Fit serves as an inspiration for other fitness operators to adapt, innovate, and thrive.

Contact Wexer to see how we can help you deliver a better fitness experience by growing a digital brand to deliver what your members want anytime and anywhere.

More Info:

Wexer Digital Fitness Key To Staying Relevent

Smart Fit

Wexer Podcast 21

The post The Secret To Growing A Digital Brand To 500K Subscribers   appeared first on Wexer.

“We’ve seen that businesses that double down on technology innovation have become hugely successful.”

— Allison Mataya —

Allison Mataya is the Managing Director of DMI (Digital Management, LLC). DMI is a digital consultancy that creates solutions to business problems and provides technology applications. They combine their technical expertise and business strategy with a collaborative mentality to challenge the way people think about digital transformation. Their mission is to put people first and create intelligent digital experiences that change people’s lives.

Mataya share the major trends in the convergence of technology and digital innovation to provide the perfect way to optimize digital transformation in the fitness and wellness industries.

5 Technology Trends That Will Optimize Digital Transformation

1. Convergence of Mature and New Technology

Convergence is arguably the big trend in technology right now – the mixing of mature and new technologies to drive advancements in a way that isn’t wasteful. Technological convergence is a term that describes bringing previously unrelated technologies together, often in a single device like the smartphone.

For businesses, technological convergence means companies are more easily able to connect to their customers and to learn more about customer’s buying habits. Technological convergence helps consumers use devices in the way that best meets their needs, while creating Innovation and reduced costs.

2. Leverage Artificial Intelligence (AI) and Data

Artificial Intelligence (AI) is being used in many ways by organizations to innovate, improve, and scale up. AI is making a positive impact on fitness member-based businesses by helping them accelerate their digital transformation. AI constantly learns from the data it analyses, anticipating customer behavior from it. By doing so, fitness brands can create valuable content, boost revenue, and enhance customer experiences.

With all the data being collected about fitness members with Customer Relation Management (CRM) systems and smart fitness devices and fitness apps, businesses can quickly take action based on the data collected with today’s digital technologies.

3. Personalised Wellness And Fitness Content

The future of wellness and fitness content will be important. According to McKinsey Research, only 40% of personalised messages are effective.  You need to improve the content you are producing to create engaging and personal customer experiences or you risk alienating customers.

Also realize AI can only take your content so far. Julia McCoy, VP of Content Marketing at Scale Brands, referenced that AI is only a tool to help brands scale production, as it will generate tons of low-quality content if you aren’t enhancing the content. Companies will need to go the extra step to create original, human-researched content from AI to stand out.

4. Apply “Lean UX” to Improve The Customer User Experience (UX)

Lean UX is a model development process to efficiently improve the customer user experience. UX refers to the entire interaction you have with a product, including how you feel about the interaction. Lean UX should be at the heart of all new technology innovation and development. You should focus Lean UX principles on gaining valuable feedback from users about the technology they want and need. Your success depends on how well you apply these principles to bring about the desired customer experience.

5. Leverage The Virtual Metaverse

After the pandemic, remote workplaces created a desire for technology to help transform virtual work and communication. To optimize the digital transformation, you need the right tools for people to train, collaborate, and work in the new virtual world. The fundamentals of the metaverse that help you gain the most traction include well developed communication skills, a strong support system, and an established process for everyone to follow.

“There is innovation to be had in every company.”

— Allison Mataya —

Digital Transformation Prediction For The Fitness Industry

Health, wellness, and fitness companies are in a perfect spot to leverage AI and data to accelerate digital transformation. Accessing all the data from connected users will help to speed up technology innovation and improve consumer health and wellness experiences.

Listen to episode 17 of The Wexer Podcast where Allison shares how to drive personalised customer user experiences (UX) with brands by leveraging data, technology, and content.

The Wexer Podcast sees Wexer CEO Paul Bowman speak to digital pioneers and experts from around the world, offering listeners insights and advice to support their own digital journeys. Follow the podcast, browse all episodes  here.

Additional Resources:

Allison Mataya

DMI Digital Consultancy

Paul Bowman

Wexer Optimizing Digital Transformations Podcast 17

The post 5 Technology Trends To Optimize Digital Transformation appeared first on Wexer.

If around 60 per cent of your revenue comes from membership fees – well, that’s pretty much average for the fitness industry. Yet as the pandemic has shown, relying heavily on one source of revenue is unwise. 

But how do you go about this? Here, we share 14 suggestions – but with a word of advice: don’t try and implement them all at once. Don’t overwhelm your customers with change. Don’t over-burden your staff with new tasks. Pick one or two ideas that feel ‘best fit’ for your business and introduce them on a trial basis, asking your customers for feedback before you commit to making them permanent. 

Be absolutely sure you’re approaching all this with the right mindset. Adding new fitness revenue streams shouldn’t be about squeezing every last buck from your members, nor about pushing your business into areas that don’t fit your brand. Your focus should be on creating fantastic, customer-centric experiences and products that meet actual member needs and add real value to their relationship with you. By creating more opportunities for them to engage with you while being true to your brand, customers are happy to engage in more genuine ways rather than a blatant money-spinner.

Check out these tips for fitness centres to generate new fitness revenue streams.

14 WAYS TO GENERATE NEW FITNESS REVENUE STREAMS

1. SELL ON-DEMAND CONTENT

With the rise of online fitness, many gyms are wisely offering virtual fitness training and classes that can be accessed remotely. Some choose to offer it as a complimentary value-add-on because they see it as a retention tool. Others are successfully generating significant additional revenue by selling it as a distinctly separate product, including to non-members within and beyond the gym’s geographical area. 

Wexer can help your gym do this cost-effectively, with a range of market-leading mobile solutions that channel the revenue-generating power of on-demand virtual fitness training into your business.

2. RESTRUCTURE YOUR MEMBERSHIP TIERS

There are also ways to expand fitness revenue streams within membership sales, by creating new premium tiers of membership. 

Certainly this benefits local customers who can attend the club physically, as this can often be the best way to sell on-demand content by packaging it into a hybrid membership. You can package it  alongside other valued benefits,  rather than trying to sell it as a standalone add-on that can be easily dropped.

We can help, because Wexer’s platform can be password-protected and can accommodate single sign-on, all of which means you can choose which of your members to grant this premium access to (and which not).

3. PARTNER WITH LOCAL BUSINESSES

If your gym or fitness centre isn’t yet partnering with local businesses, now is the time to consider tapping this potential. 

For example, with mental wellbeing in the spotlight these days, a growing number of employers are looking to offer employee wellness programmes. What businesses within your catchment area might be interested in such an offering, what might it look like and how can you deliver it? Can you do more than simply selling corporate gym memberships, adding new fitness revenue streams by offering in-house fitness classes, for example, or running special educational events?

4. MOVE INTO ECOMMERCE

Selling fitness-related products – supplements, apparel, small pieces of equipment – has long been gyms’ go-to for secondary revenue. In some cases, where signature apparel lines have been created, it’s also proved a powerful way to spread the word of the brand. 

Yet in terms of the sales themselves, many fitness centres limit themselves to selling to existing members, ignoring the far larger market that exists online. Is it time for your gym to explore the potential of ecommerce – not least selling small pieces of equipment to your members who, armed with your virtual fitness training content, are now exercising at home as well as at the gym?

5. RENT OUT YOUR SPACE

With wellness being today’s buzzword, your members are now looking for more than just fitness. We’re talking massage, physiotherapy, chiropody, meditation, acupuncture, life coaching… All the things that complement their wellness journey with you while not necessarily being something your gym specialises in. 

If it’s available in your club, the time is now to rent out space to reputable local practitioners. This will allow you to introduce the complementary services your members actively want – a big tick in the box for customer satisfaction – while also bringing in rent as a valuable source of income alongside your more traditional fitness revenue streams. 

You might consider opening these services up to non-members, too, as well as having an option for people to buy gift vouchers.

6. REFRESH YOUR PERSONAL TRAINING OFFERING

Personal training can often be a high-margin service, so maximise its revenue-earning potential by injecting a bit of creativity. Alongside the more standard offering of one-to-one or two-to-one training, harness the buzz around small group training by creating signature, paid-for small group sessions in visible spaces within the club to drive awareness and interest. 

If you have an exclusive space available, you might also consider offering VIP personal training, assuming you have the right member profile. Make sure you do it properly, giving it the full red carpet treatment a concierge level of service in a genuinely special space with exclusive tools and top personal trainers.

7. HOST SPECIAL EVENTS

Special events – fitness competitions, for example, or one-off mass participation classes – can be an eye-catching way to build your brand locally. You can attract new customers (especially if they’re allowed to participate) and drive new revenues. You might even consider live streaming your event across multiple locations. Wexer’s technology can help you do this. How about tapping into the younger generations’ interest in brands that care, by making these charity events where a percentage of your revenues are donated to good causes? 

8. MIX IT UP IN YOUR SAMPLE AND GUEST SESSIONS

Selling day or buddy passes is a good way to enhance your fitness revenue streams, both complementing and potentially building your membership revenues. As part of this, even if you already give members a guess pass or two each month, you might consider selling additional bring-a-friend passes. For example, how about creating limited edition, ticketed fitness-plus-social activities once a month where friends and family can – and are eager to – come along? 

9. CALORIES IN AS WELL AS CALORIES OUT

As part of a rising interest in wellness, people’s focus on healthy eating is stronger then ever. Cue juicing, plant-based diets, an interest in local produce… 

Of course, a food and beverage offering doesn’t have to be vegan or vegetarian, but a carefully considered café or juice bar can be a valuable addition to a fitness centre’s offering – and its revenue streams. Either go it alone or team up with a local third-party, and make it street-facing so it draws in passing traffic as well as members.

10. SELL ADSPACE

From the integrated screens on your gym equipment and the big screen of your virtual fitness studio to good old-fashioned posters on your walls, your gym is an advertising vehicle. Your members are a captive demographic audience that by definition is interested in a field many brands are now looking to enter: wellness.

This gives you a valuable product to sell, provided you price it realistically based on member numbers, member profile and likely exposure to the ads.

As an independent operator, you’re best advised to pitch advertising opportunities to local businesses. As a national chain, you can set your sights on bigger brands. Just be careful who you sell your adspace to as you categorically do not want any ads to pop up that undermine the values of your brand.

11. UNDERSTAND WHO WANTS WHAT

Integrating AI (artificial intelligence) into your operation is a great way to build your fitness revenue streams. How so? You already have data being collected by your CRM and with the Wexer digital fitness offerings, you’ll know what people are using.

Industry expert Keepme.ai: “By automatically gathering and collating every conceivable data point on every member, AI can tell you exactly what each individual wants and needs. You can then present exactly the right product at exactly the right time, in a way that genuinely resonates with people.”

We’re talking upsell and cross-sell campaigns that are so well-targeted members don’t even realise they’re being sold to. They have a need. You meet it. They’re in. What was once a sale becomes a curated, personalised, relevant recommendation that they can’t refuse – and so your yield per member grows in a truly customer-centric way.

12. CREATE SPECIALIST COURSES

Once you really understand what your members want, you might also consider creating specialist, paid-for courses to meet specific member needs: a pilates back care course, a nutrition workshop or a weight-loss bootcamp series, for example. 

Create something with enough value-add that even high-end clubs – where members naturally expect certain extras to be offered for free – will be able to launch these as revenue-generating, opt-in specials. 

If you have the expertise in-house, you might even develop courses and programmes for those with special medical conditions, creating an additional fitness revenue stream by providing local healthcare organisations with a new way to support their patients.

13. LAUNCH A TRAINING ACADEMY

Are you particularly strong when it comes to instructor training? Does your reputation precede you in this field? If so, you might consider creating an academy for external as well as internal trainers. You certainly wouldn’t be the first, and the potential revenue you can generate makes it well worth getting yourself certified by the relevant qualification bodies and quality controllers.

14. MARKET AND GET SERIOUSLY SOCIAL

Finally, whichever of these new fitness revenue streams you choose to launch or trial at your gym or fitness centre, make sure you’re marketing your services by spreading the word far and wide. Many of the above are innovations that will appeal beyond your existing customer base, so get out there and shout about them on social media!

We can help you maximise the fitness revenue streams at your gym or fitness centre. Get in touch now: info@wexer.com 

The post 4 Tips To Generate New Fitness Revenue Streams appeared first on Wexer.

In a change to our usual blog format, we put Morten in the hotseat! Here, he talks to fitness journalist, Kate Cracknell, about data and usage trends for 2022, and what it means for those looking to curate and share the perfect content offering with their customers.

“The way people are consuming virtual and on-demand fitness and wellness is evolving and maturing”

Morten Andersen, Global Head Of Content for Wexer

Morten, can you tell us a bit about yourself?

I’m Global Head of Content for digital fitness expert Wexer, which means I’m constantly looking for fresh new content and content providers that will complement our world-class library and appeal to our customers around the world. Key to that is ongoing monitoring of content usage on our platform, of broader trends in the sector, and of influencers within this fast-moving field.

My background in health clubs and my passion for technology mean I have a strong insight into the needs of fitness operators, as well as the evolving demands of exercisers. This underpins a strong content agenda – one that’s based on continual innovation and relevance.

Before we dive into the trending insights, what data points are your observations based on? 

The following trends, observations and insights are based on a full-year of usage stats for the 2022 calendar year, collated from data across the entire Wexer ecosystem.

Because of course, the joy of digital technology is that everything can be measured: across our portfolio of market-leading mobile solutions and our in-club Virtual group exercise platform, we know exactly which classes have been streamed, where and when.

In-club, operators will often schedule specific virtual classes, but they can also auto-rotate similar classes for variety within a timetable slot or allocate periods of on-demand use should they wish. Through their MyWexer portal, they can then see – in real time – which classes are streaming, and this data is also collated over time to build up a picture of what members are choosing to take part in.  

We can be even more precise in our mobile platforms, for the simple reason that the content streams to consumers’ own devices. We – and the clubs – therefore know exactly what each user is choosing to do, at what time of day, for how long, on which day(s) of the week, in combination with which other sessions… It builds up an incredibly strong picture of individual behaviours and preferences, as well as providing an overview of interests and trends across the whole customer base.

This is invaluable both to operators – and indeed all those sharing our content with their customers – and to Wexer. Operators can adjust their studio schedules based on current, quantified needs and interests; can fine-tune their marketing and promotions to maximise interest; can spotlight particular class collections to make it even easier for their members to find what they want; and, if they’re also producing their own content, can focus on producing more of whatever’s proving most popular.

Meanwhile, Wexer continually monitors usage data from every customer across the globe, gaining invaluable insights into what’s genuinely hot and where we need to take our content library next; already unparalleled in its scope, we’re continually exploring new content partnerships and refreshing our library to ensure every possible user need is met. The fact that this data is real-time means we can respond quickly and proactively to stay ahead of the game. 

DOMINANT DIGITAL FITNESS INSIGHTS 

We witnessed a number of interesting themes in digital content usage that I can discuss in more detail, but the top themes include:

1. Virtual Indoor Cycling Dominates – In the club environment, virtual indoor cycling leads the way.
2. Strength and Cardio Still Key – The bread-and-butter basics of strength and cardio are still key: abandon them in favour of shiny new trends at your peril!
3. Wellness Is Strong – Wellness is coming through strongly, with users finding new entry points and avenues into this field. 
4. Shorter Virtual Content Is Preferred – Short is the sweet spot with virtual content in-club and on mobile platforms. 
5. Specific Is Good – Specific content that focuses on a specific body part or training style is more likely to engage users. 
6. Virtual Content Experimentation – Users are getting comfortable experimenting with a wider selection different fitness and wellness content.

Let’s go in depth to the question and answers with Morten.

1. Q & A – Let’s start with indoor cycling. What are you seeing and how is Wexer responding? 

In-club, virtual indoor cycling is more popular than ever: in 2022, almost 52 per cent of our club-based plays were cycling. The next highest category was conditioning, accounting for almost 24 per cent of all in-club plays.

This isn’t really surprising, because where multi-purpose studio spaces can be used for other activities when there’s no class scheduled, cycling studios tend to be dedicated spaces filled with bikes. Operators understandably want to maximise the yield of these studios in off-peak times and virtual classes are the perfect solution. 

We recently sub-divided our virtual indoor cycling classes into three categories: Studio, Road and 3D World. The traditional virtual instructor-led classes (Studio) remain popular – strong presenters will never go out of fashion – but we’re seeing the two other categories emerge strongly.

I put this down to two key factors, the first of which is the importance of entertainment. After all, studio bikes don’t go anywhere: it’s good to have something to keep the mind stimulated when the legs are burning from pedalling.

Second, with cycling tech now mainstream, a lot of riders want to use data in their training to monitor their efforts, set targets and track their progress.

Power- and heart rate-based workouts are very popular, but I personally think it’s when the tech element meets entertainment that it all really comes together. That’s why Wexer has secured a range of workouts that are data-driven – via on-screen graphics – but where this data is evenly matched with a good dose of entertainment.

If you choose a Road workout, for example, you’ll ride through footage of some of the most iconic roads and scenic mountain passes in the world. Alternatively, if you prefer to emerge yourself in an animated world – from riding underwater to cycling among dinosaurs – you’ll find it all there on the Wexer platform!

2. Q & A – Strength and Cardio content is still key. What should be the balance between new trends and fitness staples?

New trends are cool and Wexer is always on the lookout for them, because we love bringing new titles to our users and finding new ways to get and keep people engaged.

But when it comes to training, the basics will never disappear. As our 2022 data shows – and, for that matter, all the data from previous years – good old strength and cardio workouts are still king. Once again, the two most popular categories on the Wexer Web Player last year were Strength (just over 19.5 per cent) and Cardio (almost 18 per cent).

This reinforces the content strategy I’ve embedded at Wexer, where we understand that the basics should always form the backbone of the platform – the ‘bread and butter’, if you like. These are the workouts that appeal to all user types. These are the classes proven to bring results for users as they work to achieve their fitness goals.

So in 2023, while we will supercharge our wellness library and respond to new and emerging trends, we will also continue to bring in a lot of new cardio and conditioning workouts. We will ensure our users never run out of options or inspiration for these basic strength and cardio workouts that are so essential to improved fitness levels.

3. Q & A – Let’s talk about wellness, as this is a very hot trend these days.

Absolutely: wellness is arguably the hot trend right now – we published a really interesting blog on this topic recently, which you can read Fitness and Wellness Trends here. 

We’ve actually been developing this content category for a number of years and in 2022 pressed down the accelerator by bringing in a wealth of new wellness-focused content, from a new Breathe channel to a Stretch & Recover category, meditation to Sleep Stories by Sweat Factor, an ever-expanding array of mind-body classes to snackable wellness breaks in the shape of Office Fit by Sweat Factor. 

I believe this is the category that will take the greatest leap forward in 2023, both on the Wexer platform and across the rest of the market, as consumers continue to broaden their view of what health and fitness actually means.

Stretch & Recover is already the third most popular category on our mobile platform: a 16.5 per cent share of all plays in 2022 saw it beaten only by the workout staples of strength and cardio. Meanwhile yoga, previously most people’s entry point into wellness, accounted for just over 12 per cent of all plays. People’s willingness to embrace new facets of wellness is growing fast.

Stretch & Recover is often still aimed at physical wellbeing, but as the genres of wellness content continue to diversify – drawing in all sorts of new approaches to both physical and mental wellbeing and development – consumers will find new entry points into this growing and important area of self-care. This is my prediction for virtual fitness in 2023. 

And so at Wexer we have a clear goal of building the world’s best wellness content library: we’re committed to adding 750 titles across the wellbeing genres in 2023. Pair that with our existing fitness library and you really will have fingertip access to everything you want.

4. Q & A – When you say ‘short is sweet’, what do you mean? 

I predict that virtual class durations will get increasingly short, especially on mobile platforms where people are doing their own workouts away from their club. 

The most popular workout duration in 2022, both in-club and on our mobile platforms, was 20–30 minutes, but on our mobile platforms 0- to 10-minute and 10- to 20-minute workouts were also extremely popular. In fact, more than 82 per cent of all workouts played through our Web Player in 2022 were 30 minutes or less.

I predict that virtual workouts of the future will be around 20 minutes long: long enough to build up a sweat and get the muscles working, long enough to feel an effect, not so long that you struggle to fit it into your day. It’s the perfect length of time for a stretch or mind-booster throughout the day.

In addition, not many people have the luxury of a dedicated gym space at home: workouts are often done in the living room, spare room or garage. In other words, at-home workouts are done where life also happens, which can get complicated if you’re taking up that space for an hour. Twenty minutes is do-able most of the time; if you do have more time, you can always do another session.

5. Q & A – Why is specific good – what do you mean by this? 

You can include pretty much anything in a virtual workout, and this can sometimes tempt producers to try and do it all. After all, it makes sense to cover multiple genres in one workout, doesn’t it? Start with cardio, do some strength, stretch and end of with a bit of meditation? 

Actually, no: when options are limitless, limits are key. Our data shows that users like workouts that are specific, with titles that are to-the-point. They’re more likely to engage with content that focuses on a specific body part or a dedicated training style: HIIT, for example.

And that makes sense to me. We live in a highly digital world where we can tailor almost everything to our liking, and consumers now expect this across the board – including in their exercise, movement and wellbeing experiences, which they want to be able to tailor around their precise personal preferences. 

Specific content is the key to delivering this: we’re seeing Wexer users stack multiple specific, targeted pieces of content, putting them together to create an overall workout programme that suits their exact goals and needs on any given day.

I believe this will continue in 2023 and beyond, so Wexer will continue to build its library of short, specific workouts. 

6. Q & A – And what about the notion of users experimenting with content? 

As users become more and more familiar with virtual, and people are more open to trying new types of class – driven not least by a growing interest in the broad field of wellness – we’re seeing Wexer users increasingly ready to experiment.

How can we tell? Because typically, the actual stream time is shorter than the official duration of the selected workout.

This is partly because users often stack several workouts, mixing and matching specific targeted classes as I just mentioned. They might therefore skip past a warm-up or end the workout before the cool-down.

But it’s also because users sometimes cut off a workout to do something else. A bad thing, you might think, but I disagree. It means users are trying a much wider selection of our workouts. Virtual training has finally arrived at a place where users are fully comfortable with experimenting – and with ending a workout and finding something else if they didn’t get what they expected first time around.

Content providers must therefore stay on top of their game to keep the attention of the user. Intros must be to-the-point and workouts should start quickly: no messing about or you might lose the audience.

2023 will see more virtual users gaining confidence and experimenting with lots of different training types and genres. I predict it will be more important than ever to have a broad and deep library of workouts to stay relevant.

Get to know your content… and what your customers really want. If you’re already a Wexer customer, reach out to your account manager to discover the content people are really engaging with on your platform. If you aren’t working with us yet, message us here and we’ll arrange a call to explore ways to take your content strategy to the next level!

The post 2023 Digital Fitness Insights: The Content Customers Really Want appeared first on Wexer.

What is a Digital Fitness Experience? Digital fitness refers to digital devices, software, and applications that are used to provide health and fitness content and classes. The digital fitness experience can be viewed via fitness apps or online using digital or mobile devices, or in the fitness studio on large screens, or you computer for on-demand fitness.

In the past, members only had a choice of scheduled live fitness classes during peak hours. Now, a hybrid model transforms fitness by allowing members to access virtual fitness classes and digital fitness content in addition to your live classes. They can experience fitness when and where they want it. You don’t have to wait for a class, you can work out or learn any time and any where. Download the checklist here.

Checklist To Launch A Digital Fitness Experience

1. Start With A Clear Understanding Of Digital Fitness

The first step is to understand what hybrid means, because it isn’t about creating a digital add-on. It’s about embracing digital and in-person fitness equally. You can create a seamless series of touchpoints for every customer to consume your product in a way that suits them on any given day. It’s even OK to still see your in-person experience as the pinnacle, but digital must be viewed as a critical business unit that receives the same level of attention as your in-person classes and physical space.

2. Choose Your Fitness Content Partner Wisely

You’ll need to choose a digital content partner that offers relevant and reliable technology, fitness and wellness content that suits your business model, an option to monetise should you wish, scope to own and personalise the experience, and an option to scale and maximise digital’s lack of geographical boundaries. You should also make sure your partner will be with you every step of the way, taking the headache out of getting things up and running and providing ongoing support and expertise. 

3. Create A Digital Strategy 

Before you act, ensure you have a strong digital strategy and detail the metrics you will use to measure your success. With digital content, it is easy to view your measures as you can see how many members used the app or viewed online classes and content. Then keep checking your progress against your goals and evolve your actions as needed. Acknowledge and embrace the change that’s happening, recognise your strengths and weaknesses, and work with your partner to develop and execute a digital strategy that keeps you true to your brand. 

4. Establish Your Sales, Revenue And Retention Goals

Do you need your digital offering to directly make a profit, or is it more about retaining members as a way to drive broader club revenues? Is it a marketing asset – a way to get new prospects involved with your brand? Should it be integrated into your membership tiers or have a separate pricing structure: an add-on to membership? Will you sell a standalone digital membership with no physical club access included at all? Note, there’s no right overall answer – just a right answer for your desired outcomes.

5. Create A Digital Content Plan

In a hybrid world, members will want to dive straight in to a familiar experience wherever they are, meaning you must deliver exactly the same user experience across all digital and physical touchpoints. What will that mean for your business. Crucially, what unique selling position will you offer? Will it involve you filming your own content? This is a big decision and we’re here to advise on every angle for your business. 

6. Add Wellness Content To Your Offering

With the boom in wellness, there’s an opportunity for your business to become a hub that joins the dots between fitness and wellness with a large library of expertise and programming, both physically and digitally. It can be a collaborative venture. Where you have in-house expertise, your own experts could create relevant content. But where you don’t have in-house expertise – sleep, perhaps, meditation, or stress reduction – bring in the Wexer content from expert partners, to help you deliver wellness experiences in a way that reflects positively on your brand.

7. Educate and Motivate Your Team

Gather your talent, identify their skillsets and clearly assign who does what; to make hybrid a success, it needs to be a team effort. Ensure your whole team can talk about what you’re doing with genuine understanding and passion. And show them how they can bring value to digital as well as physical themselves – including, if appropriate, encouraging and incentivising your superstars to contribute content digitally as well as in-person.

8. Create Marketing For a Pre-Launch Buzz

Make a big deal of your upcoming launch. Be ready to ‘sell’ it as a brand new experience. Get your entire team briefed and enthusiastically ready to run sample sessions and answer member questions. With the extensive member data most fitness clubs have in their club management systems, it’s easy to know who to target with which element of the offering, and what the different benefits are for different groups. Get creative in your prospect marketing, too, sharing content teasers, creating hashtags and linking them to competitions, even hosting workouts on third-party platforms to win new fans and harness the power of peer recommendation.

9. Be Patient

Getting digital up and running while turning it into a success story isn’t as hard as launching a start-up. Success won’t happen overnight, so be patient, be consistent, and keep plugging away. You are, effectively, creating a whole new business opportunity. Set realistic expectations and a realistic timeframe to achieve them.  

10. Measure & Keep Fine-Tuning

The more you can take what each person wants and embed it in their day-to-day life, the more relevant and meaningful it becomes to them, the more they will come back. So forget gut instinct. Forget what your experience might tell you. The joy of digital is that it hands you clear, usable data on what your customers are actually doing. No more guess work. Use this data to continually review your strategy and refine your digital offering: what’s being consumed, when, how, for how long? With digital, you can see very clearly what’s working… allowing you to do more of it.

Get in touch now to discuss how we can help your business go digital and get started on your checklist: info@wexer.com

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What does the fitness consumer of today look like – what are their priorities, their behaviours, their expectations – and how have these been affected by the pandemic?

Let’s dive into the report, A Changing Fitness Consumer, published in June of this year by McKinsey & Company. The report explores what “imperatives and opportunities” McKinsey believes is present for all players across the global health and fitness sector. Also check out the Fitness and Wellness Trends for Health Clubs for more on hybrid fitness.

Hybrid Fitness Opportunities

The Prioritisation of Wellness

McKinsey found that post-pandemic, wellness is a top priority in everyday life for 50% of all consumers, up from 42% in 2020. In line with this, a full 81% of consumers now agree that wellness is important.

Interestingly, the data is even more powerful among consumers with hybrid fitness routines: among this group, 61% now prioritise wellness more than they did pre-pandemic.

And that’s exciting, because over the last two years, the proportion of fitness consumers with hybrid routines has grown 1.4x – up from 46% in 2020 to 65% in 2022.

As a result, home fitness is now almost as prevalent a behaviour as in-club/studio fitness: McKinsey notes a 32% growth in the number of people taking part in home fitness in 2022 versus 2020. Sport and fitness apps are also up, with 30% of respondents now using these (versus 20% in 2020) and 33% (versus 22%) using wearables.

But it isn’t only the pandemic go-to channels of digital and at-home that have grown: the sector’s total revenue pool is on the rise as more people engage in exercise, more often than they did two years ago.

Indeed, in 2022, 20% of respondents are reporting buying personal training outside of the home (up from 7% in 2020), 36% say they’ve purchased fitness club membership (up from 28%) and 22% have used a boutique studio (up from 10%).

A Hybrid Fitness World Is Here To Stay

It’s clear that fitness consumers now see digital offerings as complementary to, rather than a replacement for, the gym: even during the pandemic, only 17% considered live-streamed content a substitute for the gym, while only 15% and 21% respectively saw free and paid apps as gym substitutes.

Yet as McKinsey observes, “people’s fitness routines have evolved meaningfully” as consumers around the world have adopted “a more hybrid routine”. Gyms are absolutely still in the mix, but fitness consumers have quickly showed a willingness to embrace new digital habits within the norm of their wellness routines.

Indeed, today’s reality brings to bear the predictions of lockdown, when fitness consumers told McKinsey they planned to adopt more diverse, hybrid workout routines once fitness facilities re-opened – routines that would incorporate digital and at-home alongside traditional facility visits.

Specifically, even in the early days of lockdown, people were expecting their usage of free fitness apps to be even higher post-pandemic than during it – up 263% versus pre-COVID – while content streaming was looking to continue at +146% of pre-COVID levels, paid apps at +182% and usage of connected equipment at +123%.

As the pandemic stretched on over the months and years, this intention was only reinforced: by February 2021, 50–80% of US consumers said they expected to continue with their lockdown-enforced levels of digital wellness consumption, with online fitness, TikTok and wellness apps emerging as the most popular platforms.

And this is reflected in spending patterns now, with McKinsey finding the percentage of fitness spend apportioned to gyms – and even to the more traditional forms of at-home fitness – down in 2022 versus 2020.

Now is therefore the time, say the report’s authors, to consider what consumers really want and build new business models to meet these emerging needs.

The New Hybrid Role For Fitness Clubs 

And there’s additional reason for these models to be hybrid, with this new report suggesting that hybrid fitness models seem to help people achieve their objectives more effectively.

In McKinsey’s research, hybrid fitness consumers were more likely to report positive health outcomes, with 55% saying their wellness had improved from one year ago compared to just 41% of all respondents.

The challenge for health club operators, say the authors of this new report, is therefore to “understand their role in today’s routines” – where they can add true value to the consumer in a hybrid world that’s more broadly focused on wellness, not just fitness.

Gyms must also look at how and where they present themselves to their target audience, with McKinsey finding that 76% of fitness purchase decisions are researched and/or executed online (22% purely online, 54% omnichannel), while 46% of fitness consumers are influenced by social media in making their fitness choices – the highest of all surveyed categories.

As the report concludes: “The need is there. Innovation is increasing success rates and growing the revenue pool. The bar is rising on what it takes to win.”

If you’re still assessing how digital can help your club grow its revenue and win, please get in touch. We’d be delighted to share our expertise with you – contact us at info@wexer.com

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Previously known as GlobalFit, the rebrand of this wellness technology company reflects a recent diversification of its offering into tele-nutrition, tele-mental health, wellness rewards and digital fitness, with a wellness marketplace that offers best-in-class pricing to the biggest brands in the industry.

Husk still operates in the corporate wellness world, but rather than simply offering employers bulk purchases of discounted fitness memberships, it now focuses on using its technology and wellness platform to help employees access the diverse wellness and preventative wellness interventions they need, quicker, to the benefit of all.

As such, says Frick, Husk now sits “at the intersection of technology and wellness”.

We were understandably excited to invite him onto The Wexer Podcast. Tune in as he shares his thoughts on…

• Why wellness benefits for employees are no longer a nice-to-have. “Younger millennials and Gen Zs are frankly demanding these types of services.”
• How powerful digital delivery can be – but why in wellness as in fitness, technology still isn’t a replacement for in-person services. “Our focus needs to be on what’s best for the individual. Some days digital is enough. Other days you’ll need to meet in-person.”
• How technology provides a lower cost / higher value / greater ROI way to get people more quickly to the first point of effective intervention – at scale.
• Why we must stop thinking of clients as one-dimensional, but rather as contemporary wellness enthusiasts with a diversity of interests who can consume a lot of different offerings depending on their needs each day.
• Why this need for a flexible, diverse offering means partnerships will be the way to drive the best outcomes – for providers, employers and employees. We don’t all have to deliver everything, but we do need to bring down the silos and co-operate.
• Why the next big digital wellness trends will be financial wellness and physical therapy for musculoskeletal issues.

The Wexer Podcast sees Wexer CEO Paul Bowman speak to digital pioneers and experts from around the world, offering listeners insights and advice to support their own digital journeys. Follow the podcast, browse all episodes and listen right here.

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