THE QUICKEST PIVOT IN BUSINESS? - A study of the fitness industry's transformation to online classes Lockdown 2.0 November 2020 - Proinsight
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THE QUICKEST PIVOT IN BUSINESS? A study of the fitness industry’s transformation to online classes Lockdown 2.0 November 2020
OVERVIEW THE OPERATOR ‘TOP 10’
This is a supplementary study following on from A ‘then and now’ comparison of the sample of 50 We were able to shop 28 of the 50 in November
‘The Quickest Pivot in Business’? 1 Myzone Remote 95.8% operators initially reviewed in April lockdown one (LD1): 2020 (LD2) to provide a good sample of how the
2 Box12 93.8% online product has moved on. It was reassuring to
A study of the fitness industry’s transformation to - 24% are now offering ‘members only’ virtual see so many operators monetising their product. It
online classes’, which was completed in April 2020 at 3 David Lloyd Clubs 88.6% classes, closed to non-members will be interesting to see how sustainable these new
the height of the UK’s National Lockdown. 4 North London YMCA 82.9% revenue streams become once the UK opens up and
- 28% are now selling ‘virtual subscriptions consumers are able, and comfortable going to
The team at Proinsight wanted to repeat the same 5 Fitness4Less 77.3% memberships. At an average cost of £16 per month. physical spaces.
programme of mystery shops, using the same 6 Snap Fitness 75.0%
methodology and questions and sampling the same -14% of these offered 7, 14 or 30 day trial The pressure from sole virtual subscription class
operations through England’s National Lockdown 2.0. 7 Rowbots 72.9% subscriptions with bank details to be added in providers Peloton, FIIT & Apple and the various free
8 Trafford Leisure 72.7% order to qualify classes available on video sharing websites is also likely
to play a big part in the online offering space.
Why did we want to put ourselves through more 9 Gymbox 72.5%
online exercise classes? The ambition was to review
9 Les Mills 72.5%
improvements in delivery made by operators since
April 2020, what had they learned and what was the 9 The Gym Group 72.5%
subsequent impact on the customer experience (CX).
The study highlights the ‘wins’ and the ‘development
areas’ for the sector ahead of 2021.
24% 28%
14%
Members Virtual
Only Classes Subscriptions Trial
Subscriptions
A really great class, it was good to see this take place in the studio as it gave you the full ** experience. Steve was encouraging throughout the class and often referred to the ** which created a community feel whilst working out at home. Steve gave lots of options throughout and explained each workout well. At times he did turn away from the camera when demonstrating an exercise which made it challenging to hear him properly. He was an excellent coach full of energy and enthusiasm. **Names changed throughout
THE CLASS DETAIL THE INSTRUCTOR
Facebook was the most April November
popular used platform (38%) 62% moving to 89% introduced themselves The shift to pre-recorded online classes has made the
instructors role a little easier with less opportunity for
84% moving to 42% instructor wore branded kit
in LD1, whereas now the 44% moving to 96% gave a class introduction
error ‘on the hoof’. Certain aspect of customer service
35% elements can be more carefully scripted into the
majority of operators are 94% moving to 64% explained the used muscle groups class; introductions are now 90% and thanking the
shift from facebook 60% moving to 92% engaged with the class consumer for joining the class now at 89% .
hosting on their own website towards ‘on de-
94% moving to 71% showed themselves to be an advocate of brand
mand’
(35%) shifting towards the ‘on
However, getting the company branding is still causing
62% moving to 89% thanked the consumer for attending issues and while it may not instantly effect the class it
demand’ model 94% moving to 71% recommended coming back next time or details of the next class may erode the strength of the brand over time.
66% moving to 10% pointed the consumer back to the company website
The top scoring classes were those which engaged
16% moving to 25% suggested the consumer tagged and shared their workout with the consumer and allowed them to become
30mins average class length 30 mins
18% moving to 75% discussed the intensity the consumer should be working at fully immersed in the class. It is no coincidence that
these classes were ‘live’, where interaction is greatly
64% moving to 66% gave shoutouts throughout the class
stayed same class length
improved with shoutouts, technical feedback and
81% moving to 70% applied a fun factor in the class coaching. Perhaps the move away from ‘live’ towards
stayed the same
‘On-Demand’ is affecting the consumer with the Fun
76% of classes were ‘live’ in
factor dropping 11%.
LD1 this dropped to 42% in
LD2.
42%
of classes
were liveI liked the energy and intensity of the instructor,
she made me feel engaged throughout. I’m always
sceptical of group exercise classes but she gave
clear options of how to intensify the workout so
I got value from it. I very much liked her outdoor
setting it made it feel very relaxing at the same
time.
The sound and picture was very clear and easy
to follow. Although I do feel some of the exercise
were a little pointless when some others were quite
exerting but I guess it needs to cater for everyone.
*Names changed throughoutCLASS PARTICIPATION YOUR RESULTS
66% moving to 100% started and ended on time 32% of classes in LD2 used Myzone
65% moving to 78% offered a range of exercise
regressions & progressions
DIGITAL Of these 33% gave an introduction to Myzone
EXPERIENCE
66% 100% 32% And 33% referenced training zones
LD2 scores also showed significant uplift in the
started and ended instructor offering a variety of progressions and
on time regressions; this is a clear benefit to pre-recorded
of operators Average MEPs per hour fell from 164 in April to 150 in
November – perhaps the effect of moving towards ‘on
classes, allowing the coach to plan and consider the used MyZone demand’ and away from ‘live’ classes and losing the
class and ‘get it right’ before it is uploaded. 90% moving to 100% of the consumers found the competitive element.
environment clean & tidy
Only 33%
65% 78%
A great improvement was that the % of consumers that
20% moving to 46% has branding visible on the wanted to join the facility went up by 22% to 68%.
screen for the consumer to see of instructors
introduced
range improved
THE WRAP
MyZone
62% moving to 42% discussed preparing your space
84% moving to 93% experienced no technical faults
> 33%
68% moving to 93% of the consumers felt that the referenced Digital fitness is entering a new era with many new It is clear that the virtual product we have witnessed
90% 100% Online experience reflected brand zones during players entering the market, and some of these are through lockdown has improved, moving from
the class from out of sector. For lots of operators, the only way instructors delivering ‘live’ classes in their garages
clean & tidy The practice run in LD1 showed most obviously in the for their product to be relevant in the marketplace is to which started 5 minutes late to delivering professional
preparation of space and instructors having the right 150 move forward with some form of hybrid fitness model. classes in awesome environments that all start and
equipment to record and broadcast with. Alongside The future look is a blend of physical space and digital finish on time. This has been an amazing era for the
the move to ‘On Demand’, where re-recording is average MEP’s space classes that are intrinsically linked through a fitness sector in terms of learning and moving product
possible, this leads to higher scores being achieved per hour single subscription. quickly, this is the future.
across the Digital Experience section.
20% 46% The consumer may now expect to see a digital offering
on the menu, even if they do not use it much and
branding visible 68% prefer the actual physical programme. It may drive
wanted to join decision making even if it has a lesser effect on
exercise behaviour.
We encountered simple problems where a class had
subtitles on and both the instructor speaking and
the lyrics to the instructor’s music were both beingInteresting in Mystery Shopping?
For more information on how you can test your group exercise
programme and become part of the Proinsight Group
Exercise Benchmark Score please contact us on:
CHLOE KINCH DAVID HOPKINS
Chloe.kinch@proinsight.org David.hopkins@proinsight.org
Proinsight Research Ltd Proinsight Research Ltd
T: 020 3095 4954 T: 020 3095 4954
W: www.proinsight.org W: www.proinsight.org
Contact Proinsight on info@proinsight.org to find out more about:
Proinsight Research Ltd
Metal Box Factory (MBF) , Unit 527/9,30
Great Guildford Street,
Borough, London, SE1 0HS
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