The Impact of Covid-19 in the Fitness & Wellness Universe report shows how the pandemic will continue to impact the fitness industry. It also looks at the effect of the pandemic on the wider ecosystem of brands, fitness enthusiasts, franchisees, gyms and studios.

The study surveyed 9,000 employees from across the UK, USA, Brazil, Germany, Mexico, Spain Italy, Argentina and Chile.

A number of takeaways underpinned a distinct shift to omnichannel fitness as people seek to combine the best of both worlds dovetailing online workouts with offline activity. There has been a significant shift to online workouts with a 36 per cent rise in people trying these during the pandemic: with a significant majority of 42 per cent favouring YouTube for their content.  This is not the end of offline workouts however, as 40 per cent of respondents believe these give them better results, indicating demand will rise once facilities’ timetables are back up and running again.

Empowerment to work out is another key finding with people now having higher expectations for fitness products with 49 per cent now enjoying an activity routine without a traditional gym membership.  

In addition, the rise in outdoor exercise looks set to stay with 16 per cetn saying they want to keep their new-found habit after social distancing restrictions end.

With such a mixing up of activity, the report says facilities need to think beyond bricks and mortar to take a more omnichannel approach. For example, 16 per cent of people are not planning to return in-person to their fitness facility while 12 per cent of newly active people are coming from online methods showing the influence this has.

Leisure operators have done a good job retaining consumer confidence during Covid-19 with 37 per cent of people considering a gym that follows covid-19 protocols a safe environment. Nearly 30 per cent of UK participants said they couldn’t wait to go back to their gym but want to wait until the coronavirus risk is gone (primarily holding out for the vaccine to take effect).

As people try new fitness products and services, the report shows clearly that complex journeys demand guidance. Products should guide people through their fitness routines and goals via a seamless user experience and assertive marketing and with 18 per cent demanding a hybrid of online and offline ways of working out, this market is potentially lucrative.

“This is the largest survey we’ve created of its kind, that could be helpful in understanding the complex outcomes following the impact of Covid-19 on the fitness industry,” says Eamon Lloyd, senior director - head of partnerships UK, Ireland & Netherlands for Gympass. 

“Even though we're facing a high level of uncertainty, we are able to see some trends that speak of the lifetime value of fitness offers and online ways of workout resulting from the pandemic. We hope that by mapping the main barriers and behaviours of customers around the world, we can provide data for the entire ecosystem as well as vital insight for our partners into how we can maximise the opportunities for the industry post Covid-19.”