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The share of these consumers who reported using mobile apps to fulfill health and fitness goals accordingly increased from about 50 percent before the COVID-19 outbreak to 75 percent in June 2020. The COVID era fitness consumer, IHRSA, October 2020,.

Exercise is also the most commonly reported tool for relieving stress: 65 percent of gymgoers surveyed reported using exercise as stress relief. The COVID-19 crisis has elevated consumers’ awareness of the importance of health and wellness, with 68 percent of survey respondents reporting that they prioritized their health more after the onset of the pandemic. Success will accrue to those that earn consumers’ trust and a place in their fitness routines. Specifically, providers of on-site fitness solutions should consider a more hybrid approach that keeps consumers figuratively and digitally connected makers of in-home tools and equipment should lean into the normalization of DIY fitness and, of course, data security should be prioritized with such a high level of connectivity. Providers of solutions and services for fitness practices both inside and outside the home will need to reassess their value propositions, articulate their roles in consumers’ fitness routines, and commit to an approach that will win over the right consumers for them. The fitness industry is shifting from surviving the COVID-19 crisis to looking for ways to thrive in the next normal, building consumer relationships that last and grow. The answer appears to be something in between. As vaccines roll out globally, the question is what will happen to the fitness consumer-if their use of at-home solutions and equipment will keep them away from the gym or if they will rush back. Prior to the pandemic, the same consumer may have complemented their health club membership with a smartwatch, a social-fitness app, an at-home workout solution, and occasional boutique studio sessions with friends. now seek to serve this need in increasingly diverse ways. The growing number of fitness choices-exact counts are difficult to find, but fitness-tech apps raised a record-breaking $2 billion from investors in 2020 2įitness Tech Report 2020, SportsTechX,. Indeed, 40 percent of the general population surveyed now consider wellness a top priority in daily life. The COVID-19 pandemic, which forced large swaths of the global population to isolate with members of their households (and their devices), has spurred the shift toward personalized at-home workouts and made overall wellness even more salient.