Explore the impact of fitness technology on the rapidly evolving fitness industry. Learn how integrating technology can help fitness operators adapt to changing customer experiences. Read on and start delivering exceptional experiences designed to boost customer retention.
The fitness industry is one of the most quickly evolving industries in the world. The emergence of new technology, hybrid working, and the influence of social media have all contributed to big changes in both consumer expectations and workout habits – giving opportunities for fitness operators to evolve by integrating immersive fitness technology.
However, there are fragilities of the sports system, with the pandemic hitting the sector hard, cost of living, high supply costs, and local authority funding, with several local councils effectively declaring bankruptcy. That’s a worry for the health and leisure industry across the UK, as the majority of leisure centres are owned by local authorities, according to the latest report by LeisureDB, who carry out audits on all UK public and private health clubs and gyms each year.
So it’s time to make moves. The UK government has set out ways to make it easier for people to get physically active and ensure the sports sector can thrive in the years ahead, by using digital technology to increase participation and activity and allow as many people as possible to continue to benefit.
The Digital Futures Report (2021), found that 98% of fitness and leisure operators in the UK think ‘digital’ will play an increasing role in the future and in 2023, the Digital Futures Report found 77% of operators say that ‘digital experiences’ play an important role for customers (compared to 63% in 2022). Technology can be transformative in making physical activity more accessible and relevant, and fitness operators can use technology to stay significant.
What’s Next for Health and Fitness in the UK
The sector is a vital part of preventative mental and physical health, and fitness operators will be leaning much more into the wellness aspect in the future. The 2024 Future of Wellness report found that there’s been a big shift in consumer mindsets, and people are more interested in knowing more about their overall wellness, from working out and eating well to mindfulness and sleep quality. Evolution of the fitness sector, with new technology focused on wellbeing and fitness, is proving to be a big opportunity.
The pandemic encouraged individuals to get active through digital technology, such as apps and virtual content, helping people to keep moving when the usual options were closed. That meant that people who previously felt exercise wasn’t for them could find new options tailored to their needs.
So how can fitness operators continue to utilise this technology and encourage members to visit their gyms?
It’s All About Community
According to the 2024 State of the Fitness Industry report by LeisureDB, the fitness sector is being driven by millennials and Gen Z who account for 80% of all gym members in the UK. That means gyms must deliver on what these generations are looking for while catering to their other members – which is community and connection, guidance, and coaching. They expect fitness brands to be kind, positive, and joyful, offering fitness experiences that combine variety, personalisation, progression, and education.
Consumers now have plenty of options on how they accomplish wellness, and so to succeed, gyms need to integrate technology to positively impact the lives of their members both inside and outside of the gym, providing access to support, content, and guidance whenever they need it.
Fitness apps may be popular, but humans are social beings, so the in-person experience is always best. Those who bridge the gap between the digital and physical world to offer an integrated fitness experience will be the big winners.
The Gym Group created a virtual studio space that delivered an immersive fitness experience designed by Hutchi. The key requirements were that the studio classes be a ‘destination’ experience, using immersive technology, that gives members a compelling reason to attend in-person; that their members should feel like they’re getting a premium experience; and that these new studios don’t remove useable gym space when not in use.
Similarly, FitBoxVirtual, a technology and content integration by Hutchi, creates and delivers scheduled and on-demand group exercise class experiences using frictionless technology solutions, tailored into a package to suit any audience. Virtual fitness classes are one of the fastest-growing areas as wellbeing and mindfulness becomes more mainstream.
Incorporating a range of apps and new tech will inspire members to track their efforts. Sometimes we all need that extra incentive to go to the gym, right? By using apps and virtual content on large screens with community-building aspects, gyms can keep members engaged through regular and meaningful touchpoints which will offer that motivation and engagement. These innovations are giving people more control over their fitness journey and helping them reach their goals in new and exciting ways. A win-win for fitness operators, members, and overall public health.
The more user-intuitive technology gyms and health centres have, the more ways they can stay connected with their members. Whether it’s a push notification about a new class, booking classes online, or introducing a new in-gym challenge, keeping gym-goers connected and informed is the best way to create an engaged membership community.
Get Into the Game
Gym-goers aren’t just looking for a place to exercise – they’re looking for motivation too. Gym technology, such as apps that integrate with equipment via Bluetooth to monitor workouts, give customers a way to gamify their workouts, turning workouts into community challenges, which is great news for maintaining motivation to reach their end goal.
The future is hybrid for health and fitness operators, with a focus on incorporating apps and new tech to empower members to track and monitor their efforts. Goal setting, gamification, and social sharing are all huge components of motivation, and sharing their success with friends and family will not only help them celebrate the wins but hold them accountable too.
Take Blaze, a purpose-built studio at David Lloyd for example. Hutchi provided and installed an AV solution for an intense full-body HIIT workout studio with specialist equipment, where members can track performance and reach their goals. While instructors challenge them to achieve results, Myzone, a wearable heart-rate based system that monitors heart rate, calories, and time exercising with the numbers projected onto digital screens, encourages partakers to keep going alongside their classmates.
“What differentiates BLAZE from other HIIT modalities is the attention to the immersive training environment. Hutchi’s technology integration and design have allowed us to create a specific user experience with selected colours used in the lighting sequences and bespoke music curated specifically for the product.
BLAZE brings together three different exercise modalities into one workout: RUN, LIFT, and FIGHT. This includes a Cardio Zone (treadmills), a Functional Strength Zone, and a Combat Zone (MMA), creating a unique and engaging fitness experience.”
– Alastair Crew, Product Head – BLAZE & BATTLEBOX.
Gyms can introduce leadership boards and awards – such as the number of repetitions achieved on a bench press, or most fitness classes attended. It encourages members to feel a sense of community and belonging as well as motivation to keep improving their results.
The Impact of Immersive Fitness Experiences
With an abundance of technology available now, people don’t even need to leave their homes to enjoy the benefits of workout technology. Fitness operators need to offer space, technology, and wellness services in innovative and engaging ways, and immersive environments are the future of fitness. Live classes with enthusiastic instructors can be supported by an immersive fitness experience, using video display walls and audio technology solutions. Think cycle studios with huge screens and cinema-quality immersive content that transports riders to another world.
Immersive fitness technology has the huge advantage of offering that collective energy of people working out together. Seamlessly integrating music, video, and lighting effects for an immersive and motivating experience can lift your facility to another level while members find getting fit fun. That means less pain more gain.
The team at Les Mills found that combining audio-visual effects with a structured workout can be a great way to inspire long-term fitness success by increasing satisfaction and decreasing the rate of perceived exertion – which is great news for those who struggle to maintain a regular exercise regime.
Virgin Active trusted Hutchi to create an all-encompassing, multi-sensory member experience, integrating immersive technology with key fitness floor brands including Wattbike, MYZONE, MyRide+ and SWIMTAG.
How Access Control Benefits Fitness Operators
For gyms and health centres, signing up new members is always going to be an important part of growth. However, keeping current members signed up is the real key to sustainable growth, profits, and keeping people more active. The Leisure DB’s State of the UK Fitness Industry Report 2024 research showed that 52% of gym membership cancellations were silent, with many former members simply cancelling their direct debit. Gyms need to get ahead of the curve here, and they can do that by capturing data, such as tracking gym visits and activity.
Access control systems that make it necessary for members to check in, give operators a simple way to spot those at-risk members, allowing the club to intervene and rebuild engagement. Otherwise, unsurprisingly, these unengaged members tend to eventually drop off the membership list. Alternatively, a contactless membership card system which allows for 24/7 gym access, can streamline fitness for businesses and gym-goers.
Everyone Active access control systems (reception). Hutchi delivered an access control solution that fit Everyone Active’s requirements.
“Our experience working with the Hutchi team has been really positive from the start. They came up with a user-friendly and welcoming solution to our specific challenge.”Ian Ling | General Manager, Westway Sports and Fitness Centre
Access control systems can also refresh tired and unused facilities. The UK government found that they could breathe new life into park tennis courts across Britain by making it easier to find, book, and get on court with new booking and entry systems. It dramatically improved user experience by empowering people to see the availability of courts in their local area online and book a slot in advance to avoid having to wait around for their turn on the day.
Access control systems are more than just ticket barriers. For example, access control plays a crucial role in safety and capacity management. Breezin, a digital pass technology that helps fitness operators swap paper and plastic for digital passes to bring better user experiences and reduce the carbon footprint; helping gyms to deliver cutting-edge experiences whilst being more sustainable.
Today’s health and fitness industry is all about the total experience. With so many choices out there, users are actively seeking out an exciting and satisfying experience when they go to the gym, pool, or studio. Technology is changing the fitness industry, for the better, and fitness operators have a chance to get ahead of the curve now.
Our Personal Best: Creating Cutting-Edge Fitness Spaces
From co-creating immersive experiences, to helping fitness operators bring their technological innovations to life, boosting member loyalty, integrating secure, efficient access control, health clubs and fitness centres depend on technology at every step. At Hutchi we use the full spectrum of technologies to engineer a total experience for the user.
Our solutions deliver audio, lighting and visual displays, and more, seamlessly integrated for an immersive and motivating experience that will lift your facility to another level. And as it’s about more than just what happens in the studio or gym, we’ll integrate access control systems (reception and carpark control), digital signage, networking & connectivity, design consultancy, and even service and maintenance.
Find out how we can lift your facility to another level through seamlessly integrated immersive fitness technologies. Our solutions deliver audio, video, lighting, access control systems, and more, seamlessly integrated for an immersive and motivating experience to boost your customer fitness experiences.
