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The UK fitness industry is rising to the Covid-19 challenge by turning to technology to survive. Earlier in the year as gyms were forced to close their doors and people were only allowed one form of outside exercise per day, many fitness businesses from sole traders to large chains began to pivot to digital.
Live streaming has allowed fitness brands to connect with their members and stay afloat during an incredibly challenging time. Indeed, Google search data has seen searches for “home workouts” quadruple and “full body home workouts” increase by over 100% since March 2020.
The UK fitness industry among the first to suffer during Covid-19
The £5.1bn UK fitness industry was among the first to suffer in the coronavirus crisis, as visitor numbers dropped off even before the government announced that gyms had to close, along with restaurants, bars and hotels. High fixed costs from rent and equipment hire have been compounded by a move to freeze memberships to prevent mass cancellations.
Covid-19 and UK fitness industry innovation
Covid-19 has clearly had a devastating impact on the UK fitness industry. However, on a positive note, it’s a new dawn for connected fitness. And the current pandemic may be helping the fitness industry to innovate.
Many fitness businesses have decided to join their customers in their living rooms by making pre-recorded workouts available and even creating their own digital fitness platforms. Covid-19 has also created new opportunities for fitness trainers to carve out direct revenue streams.
Fitness brands pivot to stay afloat during Covid-19
Hugo Braam, CEO of Virtuagym, has recently described how they were pushed to innovate.
“In the space of two weeks, we transformed our offering to Virtuagym @Home – a virtual training and live-streaming workout service.”
– Hugo Braam, CEO
Gympass also pivoted to launch Gympass Wellness in response to the unprecedented demand for digital fitness and wellness solutions during the Covid-19 lockdown. It already has 45 apps on the platform globally including FIIT, the world’s top-rated fitness app, alongside programmes as diverse as Moneyed, iPrescribe, Yogaia, Wellness Coach and Zen App. It also includes Healing Clouds which allows users to access one-to-one mental health counselling directly through the Gympass app.
Joe Wicks’s live PE lesson soon became a positive focal point following the closure of schools across the UK. Every morning, thousands of children joined the fitness instructor for a live PE lesson. The live-streamed sessions were made available on his YouTube channel where more than 790,000 households tuned in. Wicks has really raised his profile during Covid-19, as well as raising a lot of money for charity.
Wellness app Urban has also pivoted in the face of Covid-19. According to the startup, as well as offering users an easy way to stay active and well amid gym and studio closures, the service also aims to support Urban’s community of self-employed, mobile practitioners by providing them with a safe way to earn income while countries are in lockdown.
Another Fitness app worth mentioning is Shreddy which has created a free 14-day challenge via their Instagram to help their community keep fit and active whilst at home.
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UK Fitness Brands, Covid-19 & Tech
Apps to help fitness professionals with online training include: Remote Coach, My PT Hub, Zoom video conferencing, Trainerize and Skype. I also came across a Facebook group which was set up to help personal trainers and health coaches strategise on solutions to help their business and clients through the Coronavirus period.
Live Streaming platforms like Zoom soar in popularity
Zoom has been helping to power London meditation studio Re:Mind. Founder Yulia Kovaleva commented:
“To support our big family we will continue holding our classes live-streamed via ZOOM. Look out for an email with instructions coming to you shortly. You will be able to use your credits with us to book in for live sessions”
UK health club chains, David Lloyd and PureGym are both providing members workouts via their mobile apps, while Nuffield Health is offering workouts via its YouTube channel and wellbeing app. Virgin Active also announced plans to provide workouts through its social media channels and website.
Tech companies supporting people during Covid-19
Wearable tech giant Fitbit is supporting people during the pandemic by offering 90-day free trials of its Fitbit Premium and Fitbit Coach services. The premium service includes more than 150 workouts, while Fitbit Coach allows users to stream workout videos on phones or computer
Fitness app Fiit is flourishing in the current climate. They spotted a gap in the health and fitness industry by combining the studio experience with a home workout.
Another flourishing startup is Gym management platform Glofox which has recently raised $10m. CEO, Conor O’Loughlin recently said: “COVID-19 has transformed the fitness industry. Many gyms have made the leap to delivering virtual experiences overnight. Consumers have learned how to consume fitness content digitally and are beginning to feel comfortable with that. Businesses are adapting fast, and those that adopt new tools will survive now and be able to add new revenue streams coming out of this pandemic.”
Popularity of on-demand and live-streamed fitness classes during lockdown
A recent survey conducted by MoveGB.com showed 72% of those surveyed have adapted their fitness routines during lockdown. Many people are now embarking on outdoor activities with a mix of on-demand and live-streamed classes to stay active.
The survey was conducted across a mix of 2,712 MoveGB members and the general UK public to gauge how their fitness in lockdown has fared and identify the shifts in behaviour that will affect the fitness industry in a post-lockdown world.
The key themes which emerged were an indisputable new love of home fitness, the apprehension of returning to fitness venues and the yearning for the social interaction group fitness offers.
Indoor and outdoor exercise keeps UK going during lockdown
In a poll conducted by the UK’s Office for National Statistics (ONS) about what has been helping us cope during lockdown exercising outdoors and indoors came in at Number 4.
It will be interesting to see what the future holds for the UK fitness industry in a post-Coronavirus world.
Tunbridge Wells Online
P.S. If you live in the Tunbridge Wells area, check out Tunbridge Wells Online which includes details of online exercise classes being held by local businesses during Covid-19.
