Digital Apps are Changing the Face of Gym Marketing and User Experiences
“There’s an app for that.” This is a common statement in this day and age. And, as web and mobile app development have become more affordable, and technologies more oriented to boosting business, a wider range of traditionally off-line businesses have sought to capitalize on many benefits and opportunities provided by a modern, feature-filled app and an optimized website. In fact, as, U.S. mobile app users access about 20 apps per monthi, and spend an average of 2 hours and 57 minutes a day on their apps, a greater share of these belong to brands providing value-add and benefit to their customers. Trends and habits within the fitness industry mirror these overall trends in society.
Given that apps reach into all aspects of our lives, and given an ever-increasing focus on fitnessii, it is only natural that gyms (both general fitness centers and specific gyms) and even personal trainers have entered the app world too. This traces the fitness and technology trends, which show that the total market representing fitness apps is increasing from $2.2b in 2017 to $4.4b by 2020 to $14.7b in 2026iii, and already ranks as the 8th most popular apps on the Apple app storeiv.
The U.S. health club market is valued at around $30 billion, with consistent 3-4% annual growth arising from the fact that approximately 20% of adults are members of a fitness club. The growth in gym-membership is tied to:
- Rising health insurance costs, and lower premiums for good health
- Societal shift towards awareness of healthy food habits, and related healthy lifestyle (e.g., certified organic foods)
- Decreased costs of wearable technologies (e.g., fitness trackers)
- Fitness club segmentation—boutique studios and “high-value, low-price” clubs
- Increased ability to stream exercise classes, and general ease-of-access to & decreased cost of fitness instruction (e.g., virtual club memberships, multi-gym membership apps)
- Increased amount of technological and informational solutions enhancing the value of a fitness club membership (e.g., virtual coaches)
Health and fitness app statistics show that users display very strong loyalty to their favorite fitness apps, with 96% of users relying on a single app for fitness, with over 75% of users opening the app at least twice per weekv. Technology is changing the industry, for both consumers (fitness club goers) and suppliers (fitness clubs, gyms, personal trainers, etc.). With the massive progress of wearable technology, artificial intelligence, mixed reality, eCommerce solutions, chatbots, etc., the health and fitness market is experiencing significant growth enabled by the technology market, making it an exciting time for both fitness club patrons, fitness clubs, and developers. Gearing to the strong trends underlying fitness and technology, an app and optimized website provides offline fitness business with a powerful competitive edge, strong marketing & retention tools, and additional revenue streams.
Exactly what would be the benefits of a gym/personal trainer app? Actually, there are many, for both mobile and web app users.
Benefits of Mobile Gym/Trainer Apps
Well over half of those who own smart phones have some type of app related to health and fitnessvi. That’s a large potential clientele base for gyms and other fitness professionals. As new apps, such as ClassPass, are challenging traditional members clubs, it is becoming increasingly important for fitness clubs to provide prospective and existing members with increased benefits.
Often, these apps will integrate the latest technologies:
- Virtual Coaching and Virtual Reality. Fitness club members are increasingly searching for flexible solutions that work around their schedules, and are also becoming accustomed to finding information out for themselves rather than consulting with an expert. A virtual instructors and virtual reality instruction, either showing routines tied to machines or dynamic exercise programs, and progress trackers, are increasingly popular and affordable solutions responding to clients’ changing requirements and expectations.
- Machine & Internet of Things (IoT) Technology. Smart technology is finding its way into fitness clubs, increasing revenue opportunities and decreasing maintenance costs for owner-operators. Traditional gym equipment becomes user-friendly and accessible-to-all members, regardless of learning curve. Owner-operators unlock new insights and information from traditional equipment, enabling cost savings and revenue-enhancing opportunities.
- Chat Bots. Enhance your sales and customer service teams to 100 (virtual) representatives, at affordable costs and with easy integration to an app or existing website. Your virtual agents will be able to answer prospective or existing clients’ questions, intelligently offer dynamically-priced offers, and draw insights for your business decisions.