Technology to connect studios, bootcamps and gyms with exercisers

FitSessions is a new concept in fitness that uses technology to connect studios, bootcamps and gyms with fitness fans all over Australia.

With more than 4.5 million Australians being members of a gym and almost 1 million spending in excess of $100 per month on membership fees, IBIS World recently recorded that the fitness industry had recorded growth rates of 3.3% between 2010 and 2015.

While much of this has been driven by large players in the 24-hour fitness model, their influence is expected to wane, with consumer preferences shifting towards specialised fitness offerings, such as CrossFit and high performance Pilates.

While they are typically available at a higher cost, these smaller niche offerings hold appeal due to the personalised attention, sense of community, and the idea of exercising smarter rather than longer.

Australia is also witnessing a convergence of fitness, nutrition and wellness with holistic approaches to health and lifestyle gaining ground and consumers responding positively to concepts that extend beyond pure exercise.

The variety available through specialty fitness combined with holistic approaches have given rise to new breeds of participants; athletes hungry for a multi-dimensional approach to their training, and novices who are looking to participate in a wide variety of programs to either find their niche, stay social or maintain an interest.

Technology continues to play a large role in this highly competitive industry, with consumers turning to social media and digital content for expertise, and businesses leveraging the same to generate leads. Australian fitness businesses are increasingly embracing online solutions for class bookings and schedule management.

These trends have combined to create a situation in which a highly fragmented and competitive group of fitness offerings are vying for mind and wallet share. The typical specialty fitness vendor lacks the budget and resources to invest in marketing campaigns, generate brand awareness and drive growth. At the same time, the cost of drop-ins, one-off sessions, and multiple memberships to different studios can deter potential customers from trying new things, leaving them stuck in a fitness rut!

The situation is ripe for a platform that facilitates consumer access to a plethora of workouts, and enables maximum exposure for fitness vendors, large and small - a vehicle that encourages participation and exploration of all the fitness industry has to offer, and a chance for industry experts to showcase their unique offerings.

Based on this premise, FitSessions has been created to connect customers and vendors with the help of the ‘FitSessions Passport’.

For $25 a week, customers can book unlimited sessions at any partner in any location on the FitSessions platform, choosing from specialty studios offering instructed classes in Pilates, yoga and barre, as well as gyms offering self-guided workout sessions and finally, outdoor bootcamps, high intensity interval training and other activities.

From a fitness activity provider’s point of view, FitSessions is a way to generate leads, utilise excess capacity, generate additional revenue, and grow the businesses. Similar models in the US have generated excellent conversion rates with more than 80% of members on the platform purchasing a package or membership directly from a partner studio or gym.

Based on the accessibility, location convenience, variety and value offered by FitSessions, it is anticipated that the percentage of Australians who engage in fitness will grow. In the US, similar models report having doubled the number of people paying for fitness activities.

To find out more about FitSessions, visit www.fitsessions.com.au

22nd January 2015 - AUSTRALIANS SPENDING $8.5 BILLION ANNUALLY ON FITNESS

5th December 2014 - FITNESS INDUSTRY BOOSTED BY HIGH DISCRETIONARY INCOMES AND HEALTH PROMOTION