Virtuagym survey highlights importance of technology and personalisation in fitness industry

Earlier this year, leading fitness technology provider - Virtuagym - distributed a detailed customer survey to its 9,000 global customers, as a follow up to a previous COVID-19 survey shared in the summer of 2021 - asking fitness business owners to reveal how they are continuing to use technology to run their operations and engage with members.

The new 2022 survey found that a majority of clubs, studios and trainers (94%) are now using mobile apps as core components of their fitness businesses.

The survey correlates with recent company data which has also demonstrated a 44% increase in the use of its fitness app compared to February 2020.

The results underline how app usage is part of an ongoing shift to hybrid physical and digital offerings focused on providing personalised, flexible and on-demand services. 31% of fitness business owners are now using personalised content and / or combined online and offline lessons, with 25% utilising flexible hybrid memberships to recruit new and existing members.

Furthermore, 53% of respondents said they are continuing to use technological solutions such as digital booking and check-in systems, community features and video workouts now that they are able to continue operating normally. Meanwhile, 28% said that enabling members to book classes and 1-1 sessions online is a primary change moving forwards.

Hugo Braam, Chief Executive and Co-Founder of Virtuagym notes “the ever advancing digital innovation within our industry offers exciting opportunities to make health and fitness more accessible than ever before, so we are happy to see that fitness businesses are viewing technology as an important part of their long-term growth, and not just a short-term solution.”

The findings also paint an increasingly positive picture for the growth and development of the technology-driven fitness industry of the future. Indeed, 77% stated that member numbers have either increased or stayed the same since the COVID-19 pandemic started, while 24% have seen memberships increase during the most recent peak periods of January 2022 and September 2021. 

However, the analysis did also show that 38% are facing problems with member retention due to cost and scheduling.

Braam added “there is still more work we as an industry can be doing to help fitness businesses to overcome the major challenges that can impact development

“A hybrid approach, combining physical services with digital technology - from wearables and gamification to video workouts and integrated club apps - can deliver a cost-effective solution. What’s more, it can enable clubs and studios to diversify their offering to fit the different wants and needs of a wider demographic, ultimately fuelling growth.”

To support further innovation in health and fitness technology, Virtuagym recently announced a three million Euro investment from Icecat, an Amsterdam-based technology company which invests in innovative technology organisations. This represents a new stage of international growth for the company as it looks to support fitness and corporate health businesses.

Virtuagym is a global provider of health and fitness technology for coaching, engagement and management for the fitness industry and corporate wellness and supports more than 20 million consumers, over 9,000 fitness businesses, and 45,000+ trainers worldwide, including Mrs Sporty, XSport, Fit20, Fitness Park and many more.

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