TRENDS TO WATCH FITNESS INDUSTRY - FEBRUARY 2021 - Questex
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FEBRUARY 2021
FITNESS INDUSTRY
TRENDS TO WATCH
IN 2021
TABLE OF CONTENTS
3 2021: A WHOLE NEW BALLGAME FOR THE FITNESS INDUSTRY
By Pamela Kufahl, director of content, Club Industry
4 A YEAR IN FLUX: 2021 POSES CHALLENGES FOR THE HEALTH CLUB INDUSTRY
By Rick Caro, president, Management Vision
6 SURVIVAL IN 2021 REQUIRES GETTING DONE THE JOB OF MEETING CONSUMERS’
NEW DEMANDS
By Emmett Williams, CEO Asia Pacific, Myzone
8 BOOST MEMBER ENGAGEMENT WITH THE NETFLIX EFFECT IN 2021
By Jeff Esswein, vice-president of strategic accounts and digital content, Freemotion Fitness
10 FOUR TRENDS THAT WILL AFFECT THE FUTURE OF THE HVLP MARKET IN 2021
By Art Curtis, president, Curtis Club Advisors LLC
12 DIGITAL FITNESS TRENDS FOR THE NEXT DECADE
By Hannah Campbell, content producer, Les Mills
14 THE TRENDS IN PRICING DIGITAL FITNESS IN 2021
By Ashley Podoll, CMO, Intelivideo
16 A EUROPEAN PERSPECTIVE ON WHAT’S COMING IN 2021 AND WHERE TO FOCUS YOUR
EFFORTS
By Jennifer Halsall-de Wit, board member, Europe Active, and COO, Women in Fitness Association
18 DIGITAL FITNESS ACCELERATED IN 2020 – NOW WHAT?
By Sharad Mohan, co-founder and managing director, Trainerize powered by ABC
20 THE FUTURE IS HYBRID: HOW TO LEVEL UP YOUR VIRTUAL OFFERING
By Clint Gehde, co-founder and head coach, Exer
22 SALES AND MARKETING TRENDS IN A NEW ERA OF THE FITNESS INDUSTRY
By Bill McBride, CEO, Active Wellness, and CEO, BMC3 Consulting
24 RESHAPING AND SUPERCHARGING THE MEMBER EXPERIENCE IN 2021
By Andrew Evenson, senior director operations and brand strategy, Fitness OnDemand
26 FORECASTING STRONG MARKET GROWTH IN 2021 FOR THE RIGHT FITNESS CONCEPTS
By Rick Mayo, founder and CEO, Alloy Personal Training
28 IN 2021 GYMS MUST CAPTURE MEMBERS WHO LOVE TO ‘PLAY OUTSIDE’
By Chris Frankel, head of performance, BeaverFit USA
30 FOUR SOFTWARE AND BILLING TIPS TO HELP YOU THROUGH 2021
By Carole Oat, national sales manager, Twin Oaks Software
32 30 VIEWS ON HEALTH AND WELLNESS INDUSTRY TRENDS TO WATCH IN 2021
FEBRUARY 2021
EDITOR’S LETTER
2021: A WHOLE NEW 685 Third Ave., 21st Floor
New York, NY 10017
BALLGAME FOR THE DIRECTOR OF CONTENT
FITNESS INDUSTRY Pamela Kufahl
MANAGING DIRECTOR
E ach year’s trends are always impacted by what happened the Marty McCallen
year prior, but 2021’s trajectory has been defined by the un-
INTEGRATED MEDIA
usual and challenging circumstances of 2020, which makes 2021 ACCOUNT REP
a different ballgame. Many of the trends we are experiencing Crystal Wheeler
were already percolating prior to 2020, but the challenges of the
year pushed many of them further and faster than they might MARKETING MANAGER
have gone in any “normal” year. So during the first quarter of Tina Beebe
the new year, Club Industry has asked a variety of people in the ART DIRECTOR
fitness industry to share their thoughts on trends to watch in Jordino De Los Santos
2021.
Club Industry gathered insights from industry consultants Rick SENIOR DIGITAL
Caro of Management Vision, Art Curtis of Curtis Club Advisors ADVERTISING SPECIALIST
Taylor Gleason
and Bill McBride of BMC3 Consulting (and CEO of Active Man-
agement) as well as Jennifer Halsall-de Wit, board member of www.clubindustry.com
Europe Active and COO of Women in Fitness Association, and
Rick Mayo, founder of Alloy Personal Training. Each of these
individuals share their thoughts in the first stories of the report,
interspersed with insights from the report sponsors. PHOTOGRAPHY: GETTY IMAGES
The last story offers insights from 30 individuals representing
commercial clubs, studios, YMCAs, parks and rec facilities and This report is sponsored by:
other segments of the industry. Those individuals include Mel
Kleist, executive director of East Bank Club; Raj Kumar, execu-
tive vice president, international of Self Esteem Brands; Rebecca
Lee, vice president of membership & wellness at YMCA of Metro
Dallas; Sarah Luna, president of Xponential Fitness; Todd Maga-
zine, CEO of Blink Fitness; JoAnna Masloski, COO of Wellbridge;
David Rachal III, founder and CEO of Healthefit: Greta Wagner,
executive director/executive vice president of Chelsea Piers; and
Omar Yunes, CEO of 54D.
So sit back, relax and check out these insights to see if they
match up with your thoughts on where the fitness industry is
headed in 2021.
Sincerely,
Pamela Kufahl
Director of Content
Club Industry
www.clubindustry.com
3 FEBRUARY 2021
A YEAR IN FLUX: 2021 POSES CHALLENGES
FOR THE HEALTH CLUB INDUSTRY
Coming off its most devastating year ever, the health club industry is facing challenges in
2021 that will require a marathon effort and forward thinking to overcome.
BY RICK CARO, PRESIDENT, MANAGEMENT VISION
I n 2020, the fitness industry had the most
devastating year in its history. Clubs were
shuttered, sometimes more than once with no
freeze. Many indicated they will return after they
receive both doses of the two-dose vaccine. Many
adults were told to work from home, and children
clear guidance on timing. When allowed to operate, attended school virtually at home. Many people
some state and local restrictions were devastating struggled financially. While at home, many people
and even prevented clubs from actually invested in home
reopening properly. The image of the health club fitness equipment
industry was challenged as clubs were labeled “And the positioning of the and sought digital
as “super spreaders of COVID-19” and included fitness solutions.
as part of the overall indoor spaces (including
club as a necessary part No one is
bars and restaurants, casinos and indoor sports of one’s lifestyle will take expecting the
arenas) rather than being universally viewed as workforce to
part of the healthcare continuum. Club owners time to win the day.” resume full-time
came together, including with fellow local office use for most
competitors, to create state alliances and join in of 2021. Until next
the messaging, research, lobbying and funding to fall, youths are still mostly or entirely at home.
tell the full industry story. Governments are likely to maintain the same level
of restrictions even while more people gain access
Club Challenges to the vaccine. And the positioning of the club as
Suddenly, the pandemic affected the viability of a necessary part of one’s lifestyle will take time to
clubs globally. Governments closed clubs. When win the day.
allowed to reopen, they did so with restrictions on
capacity permitted, distancing measures in place Business Challenges
and required use of masks, often causing many Clubs are facing liquidity challenges. Membership
existing members to cancel or go on “freeze.” levels, depending on the segment, are often at 50
Clubs today still have large percentages of percent to 60 percent of last March’s totals. A huge
members from the closures of last March still on percentage of members remain on freeze with no
4 FEBRUARY 2021
committed return date. Nondues revenue The question is what that direction looks like
categories are often at 25 percent to 30 percent of post-pandemic. Many assume that clubs will need
a year ago. Even with severe cost-cutting measures, an omnichannel approach to offer a pure brick-
clubs are struggling to break even. So, liquidity and-mortar offer, a digital-only membership and
is a major force affecting all clubs. Negotiations a combined one. This could lead to increasing the
with landlords have often yielded overall industry membership as a
revised rental arrangements, whole.
pushing out the missed payments
to formulas for future years. Few
“The club industry is The club industry is not likely to
return to previous levels until the
landlords have forgiven missed not likely to return to fourth quarter 2021. And it still may
payments. Banks have also been
willing to re-do amortization
previous levels until the be less than 100 percent at that
juncture. It will need to get more
schedules. Government assistance fourth quarter 2021. And it medical advisors to give credence
in the form of PPP loans on Main
Street bank loans has helped, but
still may be less than 100 to the club experience, do more
research to prove clubs are safe, do
it is a temporary fix. percent at that juncture. ” better public relations and overall
About 17 percent of all U.S.
messaging, ensure compliance
clubs have closed permanently.
with all regulations, create regular state alliances,
Those with access to capital may be able to obtain
support IHRSA’s new lobbying efforts for the
attractive deals to acquire some of these. The
industry and connect to its local communities
studio component is struggling with the local
in deeper ways. It will be a proverbial marathon
distancing requirements for member usage.
effort to come back in the near future.
Until those are eased—or even eliminated—these
businesses cannot operate even at break-even in
terms of basic operating costs. The larger clubs,
BIO
Rick Caro is president of
especially those with outdoor components, have
cleverly developed regular outdoor usage under consulting firm Management
tents and temporary pavilions. The HVLP (high- Vision Inc., which provides
volume, low-price) segment is recovering faster management expertise to
than most but is heavily weighted to returning 20- clubs, real estate developers,
to 40-year-old members. Development of new clubs hospitals, hotels, resorts and
has slowed and is tied to available capital levels. appraisers. He also serves
Franchises are getting solid support from as an expert witness. He does feasibility studies,
franchisors and are likely to survive overall. business plans, loan proposals, valuation of the
The mid-tier clubs are sensitive to their worth of clubs, assistance in the buying and selling
previous challenge of positioning and need for of clubs, operational analyses of existing clubs and
differentiation. Even the largest companies in this financial acumen. Caro has more than 40 years
space are reviewing their future options. of experience in the fitness industry, previously
running his own health clubs. He is one of the
New Influences founders of IHRSA and served as president and
New challenges have arisen from digital content director of the trade association for commercial
and at-home fitness—both growing meteorically. club operators.
5 FEBRUARY 2021
SPONSOR: MYZONE
SURVIVAL IN 2021 REQUIRES
GETTING DONE THE JOB OF MEETING
CONSUMERS’ NEW DEMAND
Whether you are supporting your members in achieving their goals in-person or virtually,
your health club must stick to the core job to be done.
BY EMMETT WILLIAMS, CEO ASIA PACIFIC, MYZONE
A s we settle into 2021, some things are clear:
17 percent to 25 percent of clubs are never
coming back into operation after pandemic-related
immunity. Whatever the goal, you can help build and
sustain an exercise routine to achieve it.
Doing so can take several forms. You could require
restrictions. About 60 percent to 75 percent of members to book classes via a scheduler because
members are returning to clubs, covering operating then they must make a commitment. A calendar
expenses but leaving profit margins dry. Big tech reminder would then trigger them to follow through.
companies are attempting to substitute for what Classes where members join and follow along
clubs offer, and the market cap of digital fitness are easier and reduce resistance. During class,
players such as Apple, Google and Amazon is equal acknowledge members by name to recognize their
to that of the GDP of Japan. efforts and build community. Commitment to a
We also have vaccines on the way to returning us behavior, triggers for an easy action and rewards are
to “normal” life and a population hyperaware of their powerful components of sustained routine.
general health and immunity to infection. The forces As you offer virtual products, stick to your core job
are pushing and pulling in a complex way. to be done. Book members into virtual workouts for
If your business has survived, it is time to capture a formal commitment, then remind them to check
the commercial treasure on the other side. Not just in. Leverage live video coaching to allow the coach
to return to 2019 levels but to capitalize on excess
to interact, recognize and reward. Then, overlay
demand in the wake of club closures. Consumers’
gamification so a workout at home and a workout at
fresh new demand is to help them improve their
the gym matter the same. Lastly, position your brand
immune system. If you miss helping them meet
as the big tent of fitness in a member’s life. Product
this demand, you’ll miss the biggest tailwind in our
offerings change with the times, but the core “jobs
industry’s history.
Some operators argue that hybridization will be to be done” remain the same.
the macro theme of 2021; others say that strategy
was just a 2020 quick fix. I am in the former camp BIO
and believe hybridization will be the key trend, but Emmett Williams has worked worldwide in the
why? And how to address it? fitness industry, returning recently to Australia after
If you are unfamiliar with Clay Christensen’s “jobs nine years in the United States. Having built and
to be done” theory, check out this short video on owned gyms on one side of the ledger, to having
YouTube; it is as relevant now as it was before the owned and grown international sales and marketing
pandemic. The theory suggests we are never selling company CFM on the other side of the ledger,
a product to a consumer. Rather, the consumer hires Williams now allocates most of his time as partner
us to get a job done, and the trick is establishing in wearable technology company Myzone. He has
what that job is. Products change, but jobs often been named to Fitness Australia’s prestigious Roll of
remain the same. Honor for excellence in leadership, and he accepted
Ask yourself and your members: what is the job IHRSA’s Supplier of the Year award on behalf of
to be done? Your job is to help build and sustain an Myzone. Williams is on the board of IHRSA’s Industry
exercise routine so members can “fill in the blank” Partner Council as well as the Global Health and
-- for example, lose weight, reduce stress, build Fitness Alliance.
6 FEBRUARY 2021
Digital d ne right. Your class experience enjoyed by everyone, at the same time. In the gym, at home or outside, with MZ-Remote we're stronger together. myzone.org/mz-remote 7 FEBRUARY 2021
SPONSOR: FREEMOTION
BOOST MEMBER ENGAGEMENT
WITH THE NETFLIX EFFECT IN 2021
That sense of accomplishment people get after binge-watching a series on Netflix can be
replicated for your members with their workouts if you apply these principles.
BY JEFF ESSWEIN, VICE-PRESIDENT OF STRATEGIC ACCOUNTS
AND DIGITAL CONTENT, FREEMOTION FITNESS
T iger King. The Last Dance. Ozark. The Queen’s
Gambit. These are just some of the blockbuster
Netflix series you may have marathon-watched over
your excitement after viewing the much-anticipated
final episode.
Stoke an intense level of engagement with
the past year. immersive digital content that builds a bond
Not only has Netflix revolutionized the way we between the member and their coach. Build a library
watch movies and shows, but it also has created of progressive, coach-led and studio workouts
a new phenomenon: the Netflix effect. That “can’t that members can work through to achieve their
stop, won’t stop” feeling you get when you reach the next fitness goal. When a member is supported
end of an episode and click to start the next one. in developing a lasting fitness habit, the operator
Why does this happen? What’s so addictive about benefits from an engaged, enthusiastic member.
Netflix that we neglect sleep, household duties and A progressive workout series doesn’t just mean
more in a bid to uncover the secrets of a series we’re giving members multiple workouts in a row. Enable
desperate to complete? gym-goers to build up their fitness and confidence
Much of the reason we consume a Netflix series levels over time, in the same way a TV series unveils
like we have no time to lose comes down to the the story piece by piece with each episode. This is
pleasure principle, as explained by Harvard Health. what makes the fitness experience more addictive.
When we complete an episode or an entire series, Engage with club members via social channels
we feel a sense of accomplishment. This, in turn,
and encourage them to share their experiences,
triggers a surge of dopamine in our brains.
generating that all-important word of mouth that
It’s this dopamine hit—and the desire to keep that
boosts member referrals. Prompt members to review
feeling going—that motivates us to continue seeking
and recommend your club’s streaming offerings and
out the pleasure source (e.g., the next episode). A
suggest additional fitness content that may interest
behavior loop is formed that compels us to do more
them.
of that activity, whatever it may be.
If the Netflix effect can keep people hooked on When you succeed in bringing the Netflix effect
TV, how can we create the Netflix effect in fitness to to the commercial fitness sector, members will
keep members coming back? eagerly swap an evening watching TV for an evening
To make fitness something that members can’t get working out with a favorite coach. Once a member
enough of, apply some of the principles that Netflix experiences just how incredible a progressive series
uses. Why give members an amazing, on-demand is, they want to continue until they reach the end.
fitness experience in your facility only to end it after Then—and here’s the crucial part—they’ll want to click
a single workout? Instead, provide a progressive “next,” which creates a retention magnet for the
workout series that draws members in with the first facility.
session, then gradually feed their appetite with
more great content—enabling them to continue their BIO
journey over several days or months. Jeff Esswein is vice-president of strategic accounts
When people reach the end of a series, that’s and digital content for Freemotion Fitness. He has
when they receive that dopamine rush, making them experience as a club operator, as president of a
hungry for more and enhancing their attendance, sports and entertainment business for an investment
engagement and retention. Consider the many times firm, as COO of Velocity World Media, and as founder
you compared notes with a friend, colleague or and EVP of ClubCom. Click here to learn more about
family member on what episode you’re on, or shared the revolutionary iFit-powered 22 SERIES.
8 FEBRUARY 2021
Moab, Utah
Mount Kilimanjaro
Scottish Highlands
Venice
Today’s Workout Destination
Iceland
Hawaii
Easter Island
Antarctica
Patagonia
Bora Bora
New Zealand
Egypt
Machu Picchu
Paris
Swiss Alps
Grand Canyon
Rome
Glen Coe WORKOUTS
INTERACTIVE
Kenya
Workout in breathtaking locations with world-renowned coaches
who auto-adjust the incline, decline, speed, and resistance of your
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9 F R E E M O T I OFEBRUARY
N F I T N E S 2021
S.COM
FOUR TRENDS THAT WILL AFFECT THE
FUTURE OF THE HVLP MARKET IN 2021
Despite the downturn in the fitness business due to the COVID-19 pandemic,
well-run high-volume, low-price health clubs have the ability to grow during 2021,
based on these four trends in this market.
BY ART CURTIS, PRESIDENT, CURTIS CLUB ADVISORS LLC
C ongratulations to those or you whose gyms
have survived the pandemic thus far. You have
probably taken decisive actions to manage your
Adjusting the cost structure to the new
revenue realities will be critical and
challenging. The original thesis for the HVLP
cash, restructure debt in some cases, renegotiated model was predicated on the assumption that in the
leases, received PPP funds when eligible, perhaps typical multi-purpose
cleaned up a weak balance sheet, reduced costs clubs most people
wherever possible, implemented stringent new
safety and sanitation protocols, all while trying to
“Operating in 2021 will used relatively little
of the club. The early
keep your gym staffs and management teams in continue to revolve HVLPs scaled down
place. Unfortunately, operating in 2021 will continue the club to include
to revolve around the ability of club companies, around the ability of club only the basic
including high-volume, low price clubs (HVLPs),
to adapt and operate in an environment shaped
companies to adapt and elements that were
used most often
by the uncertain course of the virus until there is operate in an environment by most members.
widespread vaccination over at least the next 12 The gyms required
months. Until then, it is likely that we will continue shaped by the uncertain lower capital,
to have to operate in an environment where we
will have substantially lower membership levels
course of the virus…” occupancy and
operating costs. They
resulting in substantially less revenue. were targeted to
Here are four trends to look for in the HVLP the masses at a low price point and produced high
market in 2021. operating margins. Fast forward to the last five years
10 FEBRUARY 2021where many HVLPs have added back many of the of their digital options, such as low-cost digital
amenities, such as group exercise (cycling, HIIT, etc.), memberships as an alternative to cancellations/
cardio theater, childcare, even court sports and pools freezes, or as part of an upgraded membership.
in some cases. The boxes have gotten bigger while Several companies have already started and/or are
capital, occupancy and operating costs have gone considering adding virtual personal training to their
up, requiring higher revenues from both dues and offering.
profit centers. Look for operators to revisit some of
their assumptions and take a much harder look at Out of crisis comes opportunity, especially
the profitability of the larger format HVLP models for the strongest of the HVLP companies.
with more amenities and potentially scale back to As a result of the large number of business
the biggest profit contributors. failures resulting from the pandemic, there will be
a surplus of available space with lower rents that
Safety has moved to the forefront along with should persist for several years in many markets,
convincing the public and government that making new development attractive. There are also
gyms are safe. Gym safety has taken on a whole acquisition opportunities as some companies choose
new meaning since the start of the pandemic. Today, to leave certain markets or franchisees who wish to
we are as likely to talk to members exit. These favorable dynamics will
and prospects about our sanitizing likely lead to additional new capital
and cleaning protocols, mask “In 2021 you are likely to being invested into the sector’s
requirements, ventilation systems best operators. Although many
and social distancing practices as see some HVLPs testing companies will need to take a pause
we are about our equipment and or at least slow their growth until
programs. The newly released the monetization of their their cash positions are stronger,
IHRSA Commitment to Active &
Safe Pledge will further reinforce
digital options…” the HVLP companies with relatively
strong balance sheets and good
this messaging and hopefully access to growth capital will have
reassure policymakers and public health officials substantial opportunities for growth, both within
that gyms are safe and should not be shut down franchised systems as well as company-owned multi-
during the pandemic without evidence of being unit businesses. The next 12 to 24 months will see
a major source of COVID-19 transmission. HVLPs the strongest operators further strengthen their
will widely commit to the active and safe pledge in competitive position.
2021 and continue to emphasize their commitment
to member safety in member communications and BIO
promotions to prospects. Art Curtis is president of
Curtis Club Advisors LLC.
If you are not thinking about your digital He also is a member of the
strategy, you are not thinking. The pandemic board of directors for Austin
has served as a catalyst that has supercharged the Fitness Group LLC, which does
development and implementation of a variety of business as Orangetheory
digital tools. Members have been kept engaged by Fitness in multiple markets.
providing valued content on various topics related Curtis has more than 30 years
to exercise, health and wellness as well as with on- of experience as a CEO and COO of several leading
demand exercise programs for at-home use. HVLPs health club and spa companies, including Millennium
that offer group exercise will continue to offer on- Partners Sports Club Management LLC (dba Sports
demand classes as well as live streaming of classes Club/LA and Reebok Sports Club/NY), Stonewater,
as an alternative solution when their gyms are shut Wellbridge, Columbia Association and U.S. Health
down or capacities reduced or for members who are Inc. He also served as a member of IHRSA’s board
not comfortable going to their gyms. In 2021 you are of directors for seven years, including one year as
likely to see some HVLPs testing the monetization chairman of the board.
11 FEBRUARY 2021SPONSOR: LES MILLS
DIGITAL FITNESS TRENDS
FOR THE NEXT DECADE
Club operators will have to adapt to these five trends that
will affect the fitness industry for the next decade.
BY HANNAH CAMPBELL, CONTENT PRODUCER, LES MILLS
T he fitness market has felt the impact of the
COVID-19 epidemic, and what happens in 2021
largely depends on the speed and scale of a global
creating a competitive environment that can help
clubs attract and retain members.
Pandemic restrictions also brought an opportunity
vaccine rollout. As clubs look forward, exciting new for instructors to upskill and adapt to this new digital
ideas and technology have emerged. These key age. Expect more talented instructors who have
digital fitness trends will shape the next decade: taken time to develop skills and are eager to teach
as restrictions ease.
A fully integrated fitness experience.
Consumers expect a seamless digital fitness Tech-savvy clientele. The fitness industry grew
experience that fits their lifestyle, with a up with baby boomers and Gen X, but the game
combination of classes that are live, virtual in-club has changed and so must the approach of clubs.
and on-demand. Successful clubs will offer a range Research shows that millennials and Gen Z now
of workouts and a wide variety of fitness options make up 80 percent of health club members and
online and offline. Tracking changes and trends account for 89 percent of total users of online or
for seasonality and class popularity is also vital to app-based workouts. Members of Generation Active
keeping schedules fresh. One asset that no big tech have different tastes from their predecessors and
players can replicate is the community built into the expect technology as standard to enhance their
club environment. Member outreach and driving this workout experience. They prefer working out in
community-centric culture across social media will groups, instructors with substance over style and
be crucial in member retention. smart integration of technology, which clubs must be
During the next decade, expect to see clubs able to offer to win their business during the coming
working toward these goals, as those that bridge the decade.
gap between the digital and physical world to offer By evaluating and developing your digital fitness
seamlessly integrated fitness experiences will be the portfolio, you can reaffirm your position in the
big winners in the 2020s. fitness industry in this exciting new era. Although
there will be challenges, evidence suggests that this
Innovation. The response to COVID-19 restrictions integrated approach is bringing more people into
fast-tracked fitness innovation. As digital fitness the fitness world, especially to virtual group fitness
becomes the new norm, the biggest determinant of a classes. By bringing the club experience into people’s
club’s success will be quality of content they provide. homes, operators have the opportunity to reach
YouTube and other sites are overflowing with free the huge untapped market of those who wouldn’t
and often mediocre content, so a club’s offering typically visit a club, and help them start their fitness
needs to be world-class to retain a paying audience. journey.
In the short term, expect more innovative
virtual and live experiences, including holographic BIO
technology. Longer term, the hope is to create an Les Mills is a New Zealand-based fitness company
interactive, augmented reality workout that touches aimed at creating a fitter planet. Its 140,000
on multiple senses, allowing the participant to be instructors across more than 100 countries offer
completely immersed. a world-class group fitness experience every day.
Hannah Campbell is part of the Les Mills New Zealand
Instructors adapting. As the demand for digital team and helps bring the company’s content to life.
fitness grows, inspirational individuals remain a For more information about Les Mills, visit
unique selling point that rivals can’t copy. High- www.lesmills.com/us/clubs-and-facilities or email
quality instructors are more in-demand than ever, them at support.usa@lesmills.com.
12 FEBRUARY 2021THE ULTIMATE GROUP
FITNESS SOLUTION
LIVE — STREAMING — CONTENT — VIRTUAL
+18 MORE WORLD CLASS WORKOUTS
LIVE — deliver live workouts in club
STREAM — stream your instructors teaching Les Mills classes
VIRTUAL — screen virtual Les Mills classes in club
LES MILLS CONTENT — stream Les Mills content from your app or website
INCREDIBLE OFFERS IN 2021! 13
C O N T A C T U S F O R D E T A I L S : L E S M I L L S . C O M / U S / U L T I M A T E — T E L : 8 4 4 - L E S -FEBRUARY
MILLS 2021SPONSOR: INTELIVIDEO
THE TRENDS IN PRICING
DIGITAL FITNESS IN 2021
As more health club operators offer online fitness, the need to
set appropriate pricing for those offerings takes center stage.
BY ASHLEY PODOLL, CMO, INTELIVIDEO
A fter a volatile year in fitness, as digital
exploration and integration continue to
accelerate, appropriate pricing is on operators’
On-demand. On-demand workout content reigns
supreme. Although certain members appreciate the
structure and accountability of livestream, most
minds. To understand your business’s best pricing, online fitness enthusiasts prefer the flexibility and
it’s important to understand where you fit in the convenience of on-demand workouts.
overall digital fitness market. On-demand memberships for many stand-alone
Digital fitness is an approximately $1 billion market brands are $15 to $30 per month depending on
today and is expected to grow to $10 billion to $15 the workout library’s size and, again, a one- to
billion, suggesting only a 7 percent to 10 percent two-month discount for annual plans. A sweet spot
penetration to date. A recent report by L.E.K. for audio, video and even some integrated fitness
Consulting noted that nearly 60 percent of digital memberships is $20 per month. On-demand price
fitness subscribers who are also commercial gym points have changed little during the past few years.
members increased time spent at the gym as a result
of consuming digital fitness products. A Mindbody Bundled Pricing
survey found that 46 percent of respondents plan Depending on your offerings, you most likely want
to make virtual fitness classes a regular part of to bundle your membership. Whether you include
their routine, and 40 percent are trying new studios digital fitness within established price points or
they’ve never physically attended. charge more depends on factors such as the volume
The data supports adopting a hybrid fitness model. of workouts in your library, how often new content is
Digital will be a complement to in-person options released and app functionality.
(versus a substitution) as well as a potential stand- Gyms have two common approaches: bundle digital
alone product that leads to member acquisition. fitness with existing in-club memberships for slightly
A product plan and pricing structure that allows higher membership rates or offer digital fitness plans
subscribers to benefit from combining digital with an as an add-on option. Many clubs adopting a hybrid
in-person experience or as a stand-alone product will model offer both. Prices range from $4.99 to $14.99
serve you best. for add-on memberships, while bundled rates either
There are two options for product plan and pricing remain the same for all-access members or increase
structures: stand-alone pricing and bundled pricing. between $4.99 to $9.99 per plan.
Ultimately, 2021 will be another critical year with
Stand-Alone Pricing fitness clubs, gyms and studios evolving to engage
Two content delivery options exist for stand-alone members in innovative ways. A long-term digital
pricing: livestream and on-demand. strategy is essential to capture more of the market
Livestream. In 2020, livestreaming was an demand. Digital content sparks engagement in your
immediate solution to replace revenue, provide in-club business, serving to extend memberships
workouts and create community. Although many in addition to attracting new members. Price
clubs initially offered free workouts, pricing evolved accordingly.
to offer monthly or annual subscriptions, or paying
per class. Leveraging both offerings works well in BIO
hybrid models. Ashley Podoll is CMO at Intelivideo, a digital video
Monthly livestream memberships began at $20 platform that enables fitness operators to transform
but quickly increased to as much as $60 per month their business into a hybrid model. In her role as
for niche studio offerings. Annual memberships a leading marketing executive, Podoll works with
usually discount one or two months to incentivize international and national fitness franchises, social
longer-term commitments. Pay-per-class rates media influencers, gyms and health clubs, boutique
began at $20 per class but are trending down fitness studios and coaching businesses to build a
toward a $10 to $15 fee. healthy, sustainable digital fitness offering.
14 FEBRUARY 2021GLOBAL LEADER
IN DIGITAL
FITNESS
EXPERIENCES
Intelivideo is a digital video
plaaorm enabling fitness
operators to transform
their business into a
hybrid fitness model.
TECHNOLOGY
SERVICES
CONTENT 15 FEBRUARY 2021
VISIT US AT WWW.INTELIVIDEO.COMA EUROPEAN PERSPECTIVE ON
WHAT’S COMING IN 2021 AND WHERE
TO FOCUS YOUR EFFORTS
Four factors will drive trends in 2021: health, digital, community and standards.
BY JENNIFER HALSALL-DE WIT, BOARD MEMBER, EUROPE ACTIVE,
AND COO, WOMEN IN FITNESS ASSOCIATION
W e have either started to surf the waves in the
constant tide of change or we have gotten
caught in the undertow. So, what has changed and is
looking for more integrated solutions to manage
their greater health strategies.
What’s coming:
changing for our sector now and in the near future? • Better communication with the medical community
Everything and nothing. • Cooperative initiatives with insurance companies
The trends that were in place are still there, just • New fitness profession profiles will emerge, such as
accelerated to a pace that we never previously fitness and health specialist
would have thought possible. For our sector, looking • New services should be added to the club
through the eyes of our members is the most operator’s product roadmap, such as wellness,
important key to predict our future. Keeping a good coaching, nutrition, stress management, meditation
balance of looking outwards and reflecting inwards
will help us to maintain our perspective as we move Digital. If COVID-19 never happened, we would be
forward. stuck with the early adopters slowly trickling toward
The four interlocking domains that will drive the our digital service offerings. A global lockdown
trends for 2021 and beyond are also the four areas of forced customers to find new ways to get their
focus and commitment for Europe Active. exercise. Many fitness professionals and companies
raced to launch online options, compounding the
Health. The factors that increased the risk of not messaging about the availability of this service. Our
surviving COVID reinforced the importance of being members tried our services, and we reached new
healthy and the fact that being healthy is to a large audiences because our ability to scale our service.
extent under a person’s control. Health and wellness For many members, the digital service will never
will become a bigger driver than fitness alone. replace their in-person experience, but they are
Fitness will become part of the bigger whole but no enjoying the flexibility of the added options.
longer a stand-alone solution. Our members will be What’s coming:
16 FEBRUARY 2021• Using digital fitness services to access hard- look for and ask about when it comes to signing up
to-reach markets: people with disabilities, new to for a service or hiring a coach or trainer. Medical
fitness, children, people with medical conditions professionals will need trust in our service before
• Seamless integration of online/offline services— they will refer patients to us.
think NIKE in-store/app experience The COVID crisis has shown us just how important
• Sharing customers nicely by understanding that it is to prove that our facilities are safe places and
customers will often try different wellness services are not contributing to the spread of infectious
together and playing nicely in the sandbox together outbreaks. To this end, the CEN work that is already
• Europe Active’s Digital Council will play a key being done on health and safety standards will be
role in sharing trends, learnings and best expanded and extended to protect our
practices from all different sectors to ours sector from scrutiny and unnecessary
“A health check closures. This work and focus on these
Community. For many of our members measures will continue to raise our
and customers, being cut off from their is coming for credibility.
This is the part of our future that is
community was the heaviest burden to
bear. Because of the huge digital leaps
many sectors, truly in our hands at this moment. Making
that were made, some communities including ours.” a commitment to the standards of our
were successfully preserved in new sector can help us accelerate our step
channels. The importance of the in-person from fitness to health and wellness as
experience has been a void for many of us for many quickly as we were able to make the digital pivot
months, and it will be a huge opportunity for club during the COVID crisis.
operators to focus on their in-club experience when To help more people to be more active more often
our doors are open again for good. we must make a commitment to our standards.
A health check is coming for many sectors, What’s coming:
including ours. This health check will look at what • An ISO-CEN Technical Specification providing
unifies our communities. Inclusivity is a cornerstone guidelines on how our sector can stay open during
for community. Diversity, equality and inclusion an infectious outbreak.
(DEI) will be at the heart of our sector’s community • Continued work on an ISO-CEN Health and
strategy for both members and employees alike. Safety Standard for the fitness sector that will
The second community health check will look at our define requirements for staffing and fitness club
commitment to our world and will inspect our efforts supervision
and initiatives to help make it a better place. • Thousands more fitness professionals seeking
What’s coming: accredited education and joining the E-REPS register
• More gender balance in our sector in senior
leadership roles BIO
• Global action towards DEI awareness and Jennifer Halsall-de Wit is chief
initiatives such as Europe Active’s Sectoral Charter operating officer of Women
on Inclusivity, Anti-Discrimination and Equal- in Fitness Association by day
Treatment and is a Europe Active board
• More open dialogue, training and development for member for many of the hours
our leaders and employees on this topic in between. About 20 years
ago, she started her career
Standards. Standards are invisible to many of as a personal trainer and turned her passion into
our members, but this has to change in order to a career by leading two of the Canadian market’s
make impactful steps for the coming years. We largest personal training departments (Bally Total
can no longer afford to operate in a place where Fitness and GoodLife Fitness). She joined Basic-Fit
anyone can call themselves a fitness professional. in 2011 where she led the product team at HealthCity
If we really want to be a part of the greater health and Basic-Fit as well as the member retention
strategy, this will start with our commitment to the department before leaving to join WIFA. At WIFA,
professionalization of our sector. Our existing and she is co-creator of the WIFA L.E.A.D. Program
potential customers need to know where to go for (Leadership through Elevation Awareness and
trusted information. They need to know what to Discovery) program.
17 FEBRUARY 2021SPONSOR: ABC FITNESS SOLUTIONS
DIGITAL FITNESS ACCELERATED
IN 2020 – NOW WHAT?
Today’s health club members demand more from their workout experience, and forward-thinking club
operators will need to take a more holistic approach to deliver a personalized and memorable experience.
BY SHARAD MOHAN, CO-FOUNDER AND MANAGING DIRECTOR, TRAINERIZE POWERED BY ABC
T he pre-pandemic tailwinds that accelerated digital
fitness are the same trends now driving members’
expectations. Clubs recognized long ago that operating
a virtual group class, you are limited only by your
creativity.
without club management and billing technology would Keep Adding Tech?
not produce the results members wanted. Forward- If you are delivering value to members but putting
thinking clubs created offerings to meet the demand hours of work on your front desk and back office to
for digital exercise and found themselves ahead in manage, maintain, secure and reconcile data from a
2020. The competition is catching up and addressing handful of disparate software solutions, you’re creating
more holistic services through digital, including undue strain on your club.
habit and nutrition coaching. What’s next? In 2021, a The good news? Software ecosystems continually
comprehensive approach to digitally delivering unique increase their level of sophistication and integration,
value is a necessity. but not all are created equal. Forward-thinking club
operators will take a more holistic view of their
Hit the Reset Button technology stack’s impact on the bottom line and their
When you first thought about adding digital to your ability to deliver an incredible member experience.
club as a value-add or a new paid package, you likely To meet evolved member demands in 2021 and
started with the member journey and experience. beyond, clubs must:
Members are savvy to digital-only fitness through • Consider which digital engagement solutions truly
options from Apple Fitness+ and Peloton to free bring value to members
YouTube videos. Expectations in 2021 are far higher • Learn how and where to implement technology to
than previous years. maximize staff effectiveness
Consider if your additions reflect your brand and • Look critically at the technology ecosystem to find
have made a difference to member loyalty. Do your efficient solutions
members respond to personalized interactions and Above all, be a core part of members’ daily fitness
accountability? Should you focus on in-club tech and journeys from the moment they wake up. Drive this
adding value for your personal training team? Your with a branded mobile fitness app, tied to consumer
competitors also are assessing this, and you need to wearables and devices, to give members daily
stand out. motivation to be active, inspire healthy food choices
and influence positive behavioral change. Imagine if a
The Year of Force Multipliers club member wakes up, and the first thing their Apple
Members crave a personalized experience, which Watch (with your brand!) tells them is: “Remember to
hinges on a staff hyperaware of member needs. This have that first glass of water.” This builds an emotional
is tough when staff turnover is at 50-70 percent, with connection to your brand. Embrace optionality—beyond
the pandemic pushing many above that average. Your the ways you are a part of your members’ choices
team is working with less bandwidth, while members today, consider how to influence when and through
have more fitness options. Are your digital options a what channels they engage with those choices.
force multiplier helping every team member be more
effective? BIO
Your members believe in health and wellness, and Sharad Mohan is the co-founder and managing director
community breeds engagement and accountability. of Trainerize powered by ABC and the driving force
Contrast this with their experience with their at-home behind its mission to make fitness accessible. As part of
stationary bike or an on-demand fitness class. Consider the ABC Fitness Solutions team, Mohan helps fitness
ways you can connect with them throughout their businesses leverage technology to stay relevant in the
fitness journey and which digital programs deliver digital age and engage people in new ways using mobile
fitness and boost motivation. Whether through hosted and wearable devices. Connect with Mohan and stay
challenges in an app, nutrition tips or an e-mail after up to speed with fitness industry innovation.
18 FEBRUARY 202119 FEBRUARY 2021
SPONSOR: EXER
THE FUTURE IS HYBRID:
HOW TO LEVEL UP
YOUR VIRTUAL OFFERING
To succeed in a new digital fitness world, health club operators
must craft digital fitness experiences that deliver the same value
of in-person classes. These three keys will help you do so.
BY CLINT GEHDE, CO-FOUNDER AND HEAD COACH, EXER
T he $94 billion fitness industry is undergoing a
digital transformation, with the digital fitness sector
alone forecast to reach $27.4 billion in 2022. Brands
use data-powered tools to enhance the experience.
2. Evolve into a creative streaming professional, and
are capitalizing on the opportunity, as seen in Apple’s hone that craft to stay ahead of the competition. Pay
recent introduction of Fitness+, Lululemon’s acquisition attention to all the details that go into streaming a pro-
of Mirror, and the rise of smart home gyms such as style workout: choosing locations and backgrounds,
Tempo and Tonal. and optimizing lighting, music selection and audio
Consumer preferences are changing, with exploding broadcast levels. Live workouts can be broadcast to
interest in livestreamed workouts, new fitness apps and multiple social platforms at once, and real-time timer
wearable technology. Since March 2020, 85 percent visuals can delineate segment lengths and indicate
of Mindbody consumers have attended livestreamed what exercises are coming next. Breakout rooms,
classes weekly versus 7 percent in 2019. As a result of athlete spotlights and group competitions offer novel
pandemic-related restrictions worldwide, people can ways to engage participants.
work out more frequently from the comfort of their
homes. With 46 percent of participants intending to 3. Leverage artificial intelligence to simulate the
make virtual classes part of their weekly routine even in-person studio experience and enhance your ability
after studios reopen, a virtual arm will be essential for to connect with your community. AI-powered tools
gyms and studios to thrive. can enhance virtual workouts by providing real-time
In a hybrid world, fitness professionals and gym/
metrics that coaches can use to personalize every
studio owners must build a virtual side of their business
athlete’s experience, deliver accountability and
that complements the in-person experience. This will
feedback, and monitor progress over time. AI can give
help retain current members, but it is also how growth
you a second set of eyes on every athlete in your group
will happen: A recent Mindbody survey revealed that
sessions, and it can even augment the experience with
40 percent of consumers are booking virtual workouts
automatic rep counting and real-time form correction.
with studios they have never physically visited, allowing
those businesses to reach “digital-first” clients. Taking Ultimately, the coaches who will thrive in our
virtual fitness seriously gives businesses the concrete increasingly hybridized world will be those who
advantage of reaching consumers where they make leverage the tools at their disposal. These platforms,
buying decisions. tools and innovations can engage and strengthen
To truly succeed, coaches need to craft digital fitness fitness communities and enhance the virtual
experiences that deliver the same value that in-person experience, leading to a strong and growing business.
classes gave consumers in the past. This is possible by
leveraging the right toolset—one that includes best-of- BIO
breed streaming platforms and artificial intelligence- Clint Gehde is the co-founder and head coach at
powered engagement enhancements. Exer, a fitness AI startup building tools to empower
The three keys to driving success are: coaches and practitioners. Exer’s Studio app delivers
motion tracking, accountability and engagement
1. Deliver a virtual coaching experience that meets tools to virtual fitness workouts using the devices
consumer expectations formed in person. A coach people already own. Exer’s PT app (in beta testing)
must bring energy, draw out motivation from athletes enhances patient sessions, both in and out of
and monitor progress over time. Coaches are a critical the clinic, to increase adherence to protocol and
source of accountability, and they will need to become maximize positive patient outcomes. For more
fluent in livestreaming and on-demand platforms and information, email hello@exerstudio.com.
20 FEBRUARY 202121 FEBRUARY 2021
SALES AND MARKETING TRENDS IN A NEW
ERA OF THE FITNESS INDUSTRY
Sales and marketing are even more vital for the fitness industry as COVID-19 continues
to impact the industry and make people hesitant to join or rejoin health clubs.
BY BILL MCBRIDE, CEO, ACTIVE WELLNESS, AND CEO, BMC3 CONSULTING
I n 2021, the fitness industry will need to focus on
sales and marketing for an evolved consumer.
Consumers always evolve in how they process,
Benefits are specific to the individual. For some,
it is feeling safe (or at least safer than just about
any other place). For others, it is getting their
analyze and decide on the products they buy. desired health and fitness results or boosting
Some things remain the same: immunity. For yet others, it is having
emotion is what triggers buying; fun and enjoying social engagement.
logic justifies decisions to buy or not “Emotion is what Many operators view membership
to buy.
We have to revisit our core
triggers buying; logic sales as a part of the service desk,
MOD and other staff responsibilities.
features, advantages and benefits justifies decisions to Consumers are more educated than
paradigm within our industry.
Features now include cleaning, buy or not to buy. ” ever. They typically have researched
us online, may have talked to other
sanitizing and disinfecting; members and fundamentally know
transparency; equipment spacing; about us before they visit for a tour.
member social distancing; professionalism; We need to treat them with the intellectual respect
outdoor fitness areas; personal training spaces/ they deserve and not “sell.” We are buyers’ helpers,
pods and events, etc. coaches, influencers and friends who are creating win-
Advantages include reduction of risk, knowledge win relationships. I’m not advocating eliminating your
to make personal decisions, trust, comfort, sales team; I’m talking about augmenting dedicated
confidence, expectation of results and human membership sales functions and evolving into overall
energy. team approaches to deliver for our consumers.
22 FEBRUARY 2021Selling is Solving. Selling is Serving. members what to expect. Highlight member
We have to have a team approach to getting and testimonials about your facility’s attention to
keeping members. This is a revisit to the roots detail and professionalism. Videos and testimonials
or our industry. We all have two jobs. Part of tell a compelling story, but they must be short and
keeping members is making sure they get results. to the point at about 30 to 90 seconds each.
Programs that benefit our consumers are equally I’m a big believer in the voice of the customer,
important. Consider ancillary revenue programs member experience management and utilizing
for member results. data for profitability. Find a system that gives you
The old school membership a daily pulse on your facilities with
sales approach is no longer valid. regard to net promoter scores,
Our membership enrollment “Our messaging must those likely to quit, those you
process has to evolve to our
consumers’ current, evolved
change to be more should target for ancillary revenue
and real-time feedback that you
needs and requirements. professional, safe, can operationalize. It also should
The foundational system of give you the ability within the
membership sales is a solid trustworthy or credible.” portal to get your net promoters to
sales CRM. Look for a program review you on Google with high star
that helps manage leads and ratings and the ability for your net
prospects A-Z while also having a social input feed promoters to refer members directly with a special
that allows you to see your prospect’s social media VIP guest membership trial offer.
profile before they show up, giving you additional I love sales and marketing technologies that
valuable information. This also ties into your generate revenue.
marketing outbound initiatives and measurement My point is that in 2021, you will need to use
for marketing ROI. systems to convert information to data and data to
profitability.
Marketing
Our messaging must change to be more BIO
professional, safe, trustworthy or credible. At the Bill McBride is co-founder,
core they must focus on fitness, health, wellness president and CEO of Active
and social. Wellness, and he is founder,
We have to rely less on promotion and more on president and CEO of BMC3
value. For years, the industry has preached that Consulting. He has served
you need a “hook” to get people to act—I agree. as the chairman of the
But what that hook is may have changed. Today, board of directors for IHRSA
we need an emotional hook. Promotions are and MACMA (Mid-Atlantic
valuable and still relevant, but they shouldn’t be Club Management Association) and has been a
the dominant message. They should be a value-add board member on ACE’s Industry Advisory Panel
to the dominant marketing message of: and an editor for ACSM’s Facility Standards &
• Here’s why Guidelines 5th Edition. He is an international
• Here’s why us presenter and industry recognized expert in sales,
• Here’s why now (promotion or sense of urgency) sales management, marketing, retention, club
• Here’s how – easily operations, customer service, member experience
Additionally, marketing in materials and on your and leadership. McBride has presented at IHRSA,
website should contain current realities—masks, IHRSA Institute, IHRSA Profitability Conference,
social distancing, cleaning protocols, etc. And not IHRSA Asia-Pacific Forum, IHRSA European
just on the cover pages, but in the depth of the Conference, FitLife, CCD, NEHRSA, Club Industry,
site. Videos are more important than ever, showing FILEX, Russian Fitness Festival, FIA & ChinaFit.
23 FEBRUARY 2021SPONSOR: FITNESSONDEMAND
RESHAPING AND SUPERCHARGING THE
MEMBER EXPERIENCE IN 2021
To create a better member experience in 2021, you will need to keep these four
important things in mind.
BY ANDREW EVENSON, SENIOR DIRECTOR OPERATIONS AND
BRAND STRATEGY, FITNESS ON DEMAND
2 020 was a year of problem solving, as club
operators pivoted operations during mandated
shutdowns and weathered financial challenges
Indoor/outdoor workout experiences. We will
see growing member interest in an indoor/outdoor
club experience. First, member engagement in club-
totaling $15 billion in industry losses. 2021 is quite organized outdoor running and walking clubs will
different. A primary goal for club operators now is to return, blending opportunities to socialize with other
reshape and supercharge the member experience in runners with pre-and post-run club facilities and
a rapidly evolving fitness landscape that has shifted instructor-led runs. Second, the outdoor group classes
member expectations. and workout spaces that many clubs experimented
Here are four important things for operators to with during the pandemic created ongoing interest
consider: in an indoor-outdoor club model. Take advantage of
Parity between in-club and at-home flexible club areas that open to the outside, converted
experience. Working out at home and accessing exterior parking lots and other spaces that enable
club fitness content on a device cannot be treated as outdoor group fitness or solo workouts.
a secondary option or as an offering of lesser value
than an in-club offering. If the pandemic taught us
Socialized experiences. Members are eager to
anything, it’s that members have an appetite for
re-establish routines of working out and engaging
streaming content from their club, and streaming
with their club communities. Club operators must
offers many ways to serve members. As clubs have
recognize and encourage this need for connection.
reopened after mandated shutdowns, at-home
Share highly usable content via email and social
streaming numbers have not significantly diminished.
channels: nutrition tips, diet plans, workouts from
In 2021, club success will increasingly come down
instructors, classes to stream at home, promotion
to the adoption of a truly hybrid model of operations,
of new classes and club updates. Going forward, it
ensuring that members who stream a class at home
is important to integrate all virtual, social and in-
feel the same quality experience or intense workout
that they do in an instructor-led class at the club. club opportunities for members to engage with your
Total experiential parity means investing the same staff, instructors and others in a truly 360-degree
resources, time and care into on-premises and on-the- experiential environment.
go member offerings.
BIO
Focus on small group experiences. Large group Andrew Evenson is senior director operations
fitness classes may be slow to return to pre-pandemic and brand strategy at FitnessOnDemand, a world
levels. Expect both a continued focus on small group leader in curated fitness content. FitnessOnDemand
training as well as a surge in members returning to partners with world-leading fitness brands, content
gain access to cardio equipment, machines and free creators and specialist instructors to bring the best
weights unavailable at home. The six- to 10-person in HIIT, core strength, cycling, specialty and other
in-studio group classes necessary during pandemic fitness classes to managers of clubs and fitness
restrictions will continue to be popular, with members facilities across the world. FitnessOnDemand is
appreciating the personalized attention that a small available in studio, on any club display system and
class size enables. This will have an impact on class via FLEX by FitnessOnDemand, streaming to member
scheduling, instructor bookings and availability, with smartphones, tablets and other devices in club, at
an ultimate need for more classes to cater to demand. home or on the go. For more information visit
Plan for increased interest in both on-site and virtual www.fitnessondemand247.com or email aevenson@
instructor training for one-on-one sessions. fitnessondemand247.com.
24 FEBRUARY 2021You can also read
