Latest News

Back to Latest News back

 

87% of fitness providers recognise importance of new technologies

87% of fitness providers recognise importance of new technologies
September 27, 2022

Findings from a recent survey commissioned by digital agency Accedo show that almost nine out of 10 fitness providers (87.5%) list new technologies, like virtual reality (VR) and augmented reality (AR) as being important to their operations.

Pointing out that this is considerably higher than responses seen in most other verticals, Accedo Solutions Director, Shawn Zeng sees this acceptance as being part ofthe very nature of working out” explaining “fitness classes are popular because consumers get that interaction with an instructor, as well as other participants, and get real-time and valuable feedback on how to improve.

“VR and AR are key to helping providers replicate that online.” 

Although impacted by gym closures due to the pandemic, Zeng notes that “some players have actually benefited from the fact that consumers were forced to stay at home” seeing that “the virtual boom” may continue with VR and AR having a role in a post-covid fitness landscape.

Looking into the role these and other technologies may play in keep exercisers engaged.

The Digital Fitness Revolution
Even before Covid-19, many fitness fans were beginning to replace physical gym visits with digital video-on-demand and live streaming solutions. According to Les Mills research, this is particularly true for Millennials and Gen Z, a demographic that represents 80% of all gym goers. Following the widespread disruption of the pandemic, the report shows that these age groups are also the least likely to return to in-person health clubs (61% of Millennials report they are very likely or fairly likely to return to their club post-Covid).

Meanwhile, LEK’s COVID-19: Accelerating the Digital Fitness Boom, shows that consumer investment in digital fitness has increased by 30-35% compared to pre-Covid numbers. Gyms and other fitness providers are now facing a new challenge: welcoming back in-person gym-goers while maintaining some level of digital experience for those at home (or providing it as a complement to the in-studio environment). As this trend continues to grow, the key will be to deliver something that keeps consumers engaged wherever they are training.

Potential of VR and AR
There are a whole host of virtual reality fitness apps emerging, many are gamified and appeal to a whole new demographic embracing the game-like experience. AR can be used to combine real-world with virtual projections, turning your users’ living room into their training facility. This setup avoids some of the common pitfalls reported for VR experiences (such as the dizziness some people experience when wearing headsets) and doesn’t have the same safety concerns (since users stay present in their physical surroundings).

In addition, AR experiences are generally accessible - while often better with a headset, they can be used simply via a mobile or tablet device.

Getting Smarter
In order for digital experiences to truly resonate with consumers, they need to be successful in delivering elements of the in-club environments to the privacy of a user’s home. VR and AR will play a massive role in that, but I believe that offerings will have to become even more integrated and smarter. We have already seen a massive boom for companies selling at-home workout equipment, such as Peloton, Mirror and Tonal. While these players are looking to provide a full solution from software to hardware, the cost to entry is extremely high.

However, by leveraging a mixture of Augmented Reality and Artificial Intelligence (AI) in combination with the user’s existing everyday equipment, gyms and other fitness providers could offer something just as compelling at a much lower cost.

This could involve an augmented reality (holographic) trainer in the user’s living room showing them how to perform the exercises. A conventional phone or laptop camera could then be leveraged to capture movements, while AI and Machine Learning technologies could be used to analyse things like posture, movements, and intervals. If the user has a wearable fitness device, then it could also be integrated to monitor their status and make suggestions or adjust the training.

For example, if the wearable tracks heart rate, it can adjust to ensure it stays within the right zones depending on the type of exercise and aim (cardio, fat burning etc).

All of this data can then be analyzed in real-time to provide valuable data and feedback, as well as adjusting the training content to suit the individual. This approach could be integrated with both live and video-on-demand (VOD) content to create a bespoke and personalised experience for the user.

The Future of Fitness
Zeng concludes “I believe that the future of fitness will be a hybrid of both in-person and digital experiences. While many consumers are already flocking back to gyms, others have discovered a new way to exercise and some will want to take a hybrid approach.

“Fitness providers need to look at ways to engage all of these customers and Extended Reality has the potential to help them bridge the gap.”

Click here to read Les Mills research on Millennials and Gen Z.

Click here to view LEK’s COVID-19: Accelerating the Digital Fitness Boom report.

Image: Les Mills BODYCOMBAT™ featuring as a VR gaming app on the Quest Platform.

Related Articles

26th September 2022 - Fitness and Lifestyle Group sells Jetts Fitness franchise business via Management Buy Out

26th September 2022 - Exos secures Mindbody 2022 Industry Icon Award 

23rd September 2022 - Technogym’s latest connected equipment offers personalised cardio training experiences

9th September 2022 - 2022 Australian and New Zealand Sports Technology Awards recognise sports tech innovation

15th September 2022 - Orangetheory Fitness names Kelly Lohr as Chief Marketing Officer

9th September 2022 - Teamup acquired by DaySmart Software

23rd August 2022 - Envibe launches new look for its online customer portal

12th August 2022 - Retail intelligence platform reveals gym openings and closures

12th August 2022 - ActiveXchange partners with mapping software and location services provider Mapbox

9th August 2022 - Plus Fitness partners with Keepme to accelerate innovation

5th August 2022 - Enhance Fitness announces its launch into Saudi Arabia

21st July 2022 - New research confirms wearable fitness trackers provide motivation to exercise

14th July 2022 - Virtuagym survey highlights importance of technology and personalisation in fitness industry

11th July 2022 - AUSactive calls for input to future fitness trends survey

8th February 2022 - New Les Mills app takes Body Combat into the metaverse

4th November 2021 - Facebook acquires VR fitness developer Supernatural

24th September 2020 - WW research raises concerns about Australians’ perceived health versus reality


Support our industry news service
We hope that you value the news that we publish so while you're here can we ask for your support?

As an independent publisher, we need reader support for our industry news gathering so ask that - if you don't already do so - you back us by subscribing to the printed Australasian Leisure Management magazine and/or our online news.

Click here to view our subscription options.

 

supplier directory

The Complete Guide to Leisure Industry Products & Services.

See the directory see all

Sportybots

We are the leading providers of kids fun multi-sports programs for Sport and Recreation Centres. Programs cover twelve common sports as well as Gross Motor Skill Development and suit children from as…

read more

Fitness / Play / Recreation / Sport / Wellness

 
 

Again Faster

ABOUT Again Faster is a Brisbane based, Australian owned supplier of strength and conditioning and functional fitness equipment. With nearly 10 years experience in the Australian market, we are…

read more

Fitness / Recreation

 
 

revolutioniseSPORT

revolutioniseSPORT is the emerging market leader in online club management in Australia. Whether it is memberships, registrations, events, online sales or governance tools - revolutioniseSPORT is the…

read more

Recreation / Sport / Technology

 
 

CENTAMAN

Centaman has been a market leader in Enterprise Software Solutions for the leisure and recreation industry and both profit and not-for-profit attractions since 1991. It offers a wide range of software…

read more

Access / Billing / Fitness / Technology / Ticketing

 
 

Spill Station Australia

Compliant chemical storage and decanting solutions. Includes spill kits, spill containment pallets, chemical decanting decks and safety shower and eyewash equipment. See our full range of solutions

read more

Aquatics / Safety / Security / Venues

 
 

AlphaFit

AUSTRALIAN MADE. FIT FOR PURPOSE. Based on the Gold Coast, AlphaFit is a leading manufacturer and supplier of Australian gym equipment specifically for the commercial, strength and conditioning,…

read more

Fitness / Recreation / Technology / Wellness

 
 

TICKETSERV

As of 2018, TicketServ operates as SeatGeek Asia Pacific Pty Limited, part of international ticketing platform SeatGeek. Click here to contact SeatGeek Asia Pacific via their entry in…

read more

Attractions / Entertainment / Events / Sport / Ticketing

 
 

@leisure Planners

@leisure is a team of experienced leisure, aquatic and sports facility managers and planners, with market modelling, sports management, recreation planning, business and GIS qualifications. We have…

read more

Consultants

 
 
 
 

get listed with our suppliers directory

Get your business noticed in our targeted directory. Viewed by 10,000 industry professionals per week!

list your business