Rick Richardson's Views On Technology
  • Home
  • Blog

How Coronavirus and Millennials Killed the Non-Digital Gym

8/2/2020

0 Comments

 
Picture
The fitness industry is in the midst of a digital transformation. Fitness, like just about every industry from transportation to leisure, has witnessed the emergence of digital as a force for change, and brick and mortar gyms are having a tough time keeping pace. Entire companies have been successfully launched to capitalize on the rise in digital fitness, as evidenced by the popularity of companies such as MIRROR Home Fitness, Peloton, FiiT, and SWEAT. These are just a few fitness providers that have leveraged digital technology to engage audiences that are looking for customized fitness experiences that meet their individual schedules and routines.

We have Jane Fonda to thank for bringing fitness into the home back in the ’80s with her Original Workout video on VHS that went on to become the biggest selling video of all time. Fast forward 40 years, and we can thank technological innovation for taking home fitness to a new level.

But there is another factor at play which speaks to the preferences of Generation Y/millennials and Generation Z, who account for almost 50% of all health club members: These consumers have a preference for on-demand services and are less attracted to locking in annual membership fees. Remember, it was the recurring annuity stream of yearly membership fees that attracted private equity to brick and mortar gyms, which need stable and predictable cash flow to service debt and to cover high operating expenses. Working out at home or in private sessions with a personal trainer (in-person or virtual) doesn’t require an annual membership.

Paying as you go is where the market is moving. Facilitating this trend is the emergence of mobile apps that provide fitness trainers and coaches with a business-in-a-box so professionals in all aspects of fitness, but who are not necessarily astute in how to run a business, can manage scheduling, client on-boarding, invoicing, payment processing, and communication. The many thousands of certified trainers who have been laid off from gyms are now empowered to run their businesses thanks to cloud-hosted back offices and video conferencing capabilities that provide real-time delivery of services.

Disruption creates winners and losers in any industry. Sometimes disruption is a gradual process, and the eventual losers don’t detect the shifting landscape for periods that can extend for years. Think of Kodak and digital photography or Sony and its inability to capitalize on the success of the Walkman, thereby allowing Apple to become the dominant player in digital music. Disruption has been underway in the fitness industry for several years, but until recently, it has been a slow and steady disruption.

COVID-19 accelerated the pace of disruption in fitness, and studios and clubs, both small and large, are increasingly vulnerable. 24-Hour Fitness recently filed for bankruptcy, citing Coronavirus-related causes. With 420 clubs in the US, 24-Hour Fitness is the second largest fitness chain after LA Fitness. With the filing, the company announced it would permanently shut down 100 of its gyms, leaving roughly one million members to find a new place to exercise. Also, Town Sports, owner of Boston Sports Club, and several other club brands announced they would likely file for bankruptcy in the coming weeks. Gold’s Gym filed for bankruptcy in May.

Demand for fitness isn’t going anywhere but up. The $30 billion fitness industry has been growing 3 – 4% annually for the last ten years. How it is delivered, however, is changing before our eyes. The often-quoted expression “Never let a good crisis go to waste” speaks perfectly to the opportunity in the industry today.

Stuck at home, trainers and consumers have had to adapt and get creative about how they think about fitness. Many have also discovered a new meaning of community through virtual experiences that were never seriously considered just 12 months ago. No surprise that MIRROR and Peloton have experienced record sales during the pandemic because they provide consumers a workout experience that feels pretty close to being in a room surrounded by fellow workout enthusiasts. And now that they have gotten into the routine of working out from home, either with a trainer or on-demand through an app, many will never go back to a traditional gym.
​
The implications of COVID on the fitness industry offer insights into the way several industries will shift as a result of the shelter in place orders. Restaurants will get more creative about take-out options that engage the diner with the preparation, travel experiences may turn to staycations, and the beauty industry may have to move to home services or even more training than doing for their customers. The winners in every case will be the ones that are agile and ready to adapt to the change.

0 Comments



Leave a Reply.

    Author

    Rick Richardson, CPA, CITP, CGMA

    Rick is the editor of the weekly newsletter, Technology This Week. You can subscribe to it by visiting the website.

    Rick is also the Managing Partner of Richardson Media & Technologies, LLC. Prior to forming his current company, he had a 28-year career in technology with Ernst & Young, the last twelve years of which he served as National Director of Technology.

    Mr. Richardson has been named to the "Technology 100"- the annual honors list of the 100 key achievers in technology in America. He has also been honored by the American Institute of CPAs with two Lifetime Achievement awards and a Special Career Recognition Award for his contributions to the profession in the field of technology.

    In 2012, Rick was inducted into the Accounting Hall of Fame by CPA Practice Advisor Magazine. He has also been named to the 100 most influential individuals in the accounting profession in America by Accounting Today magazine.

    In 2017, Rick was inducted as a Marquis Who’s Who Lifetime Achiever, a registry of professionals who have excelled in their fields for many years and achieved greatness in their industry.

    He is a sought after speaker around the world, providing his annual forecast of future technology trends to thousands of business executives, professionals, community leaders, educators and students.

    Picture
    Picture
    Picture
    Picture
    Picture

    Archives

    October 2022
    September 2022
    August 2022
    July 2022
    June 2022
    May 2022
    April 2022
    March 2022
    February 2022
    January 2022
    December 2021
    November 2021
    October 2021
    September 2021
    August 2021
    July 2021
    June 2021
    May 2021
    April 2021
    March 2021
    February 2021
    January 2021
    December 2020
    November 2020
    October 2020
    September 2020
    August 2020
    July 2020
    June 2020
    May 2020
    April 2020
    March 2020
    February 2020
    January 2020
    December 2019
    November 2019
    October 2019
    September 2019
    August 2019
    July 2019
    June 2019
    May 2019
    April 2019
    March 2019
    February 2019
    January 2019
    December 2018
    November 2018
    October 2018
    September 2018
    August 2018
    July 2018
    June 2018
    May 2018
    April 2018
    March 2018
    February 2018
    January 2018
    December 2017
    November 2017
    October 2017
    September 2017
    August 2017
    July 2017
    June 2017
    May 2017
    April 2017
    March 2017
    February 2017
    January 2017
    December 2016
    November 2016
    October 2016
    September 2016
    August 2016
    July 2016
    June 2016
    May 2016
    April 2016
    March 2016
    February 2016
    January 2016
    December 2015
    November 2015
    October 2015
    September 2015
    August 2015
    July 2015
    June 2015

    Categories

    All
    Artificial Intelligence
    Audit
    Back Up
    Back-Up
    Blockchain
    Climate
    Cloud
    Collaboration
    Communication
    Coronavirus
    COVID 19
    COVID-19
    Digital Assistant
    Display
    Drone
    Edge Computing
    Education
    Enterprise
    Hardware
    Home Automation
    Internet Of Things
    Law
    Medicine
    Metaverse
    Mobile
    Mobile Payments
    Open Source
    Personalization
    Power
    Privacy
    Quantum Computing
    Remote Work
    Retail
    Robotics
    Security
    Software
    Taxes
    Transportation
    Wearables
    Wi Fi
    Wi-Fi

    RSS Feed

    View my profile on LinkedIn
Powered by Create your own unique website with customizable templates.