Fitness Technology Trends: What’s On Tap for 2020?
“Each business is a victim of Digital Darwinism, the evolution of consumer behavior when society and technology evolve faster than businesses are able to exploit it. Digital Darwinism does not discriminate. Every business is threatened,” contends digital analyst, anthropologist and futurist Brian Solis. This assertion is true across all industries and business types, including fitness businesses. The takeaway for fitness business owners and operators? Keeping up with the latest technology trends can make or break your business.
All of which begs the question: What trends are happening at the moment? Club Industry’s 2019 report, “International Fitness Industry Trend Report: What’s All the Rage,” offers a comprehensive study of global fitness industry behavior, including the impact of technology. Here’s a countdown of five of the moment’s biggest fitness trends as identified by Club Industry.
1. Club-Based Social Media Sites
Just under 50 percent of global fitness businesses report leveraging social media. From raising their visibility to building a sense of community between members, Facebook, Instagram and other social media sites are an increasingly critical part of the fitness business landscape.
2. Internet Banner Ads
Online banner ads offer many benefits, including building brand recognition, flexibility pricing structures, and effective audience targeting. It’s not surprising, therefore, that 32 percent of international fitness businesses report incorporating internet banner ads into their advertising strategies.
3. Online Pricing of Memberships and Services
Today’s consumers want easy access to information without jumping through hoops or enduring aggressive sales pitches. As more clubs release this characteristic, they’re responding by using online pricing of memberships and services as a recruitment tool. In sum, 30 percent of health clubs are going this route with more likely to get on board with the trend moving forward.
4. Online Purchases of Memberships
This one takes the third trend one step further by allowing prospective members not just to access online pricing of memberships, but to close the deal themselves with just a few clicks. It’s worth noting that there is a gap between providing online pricing and providing online purchasing: Just 22 percent of clubs currently support the latter.
5. Club-Based Mobile Applications
There are currently 3.5 billion smartphone users around the world, most of whom are never not within arm’s reach of their devices. It follows that mobile apps are having a major moment: In 2019, 240 billion apps were downloaded worldwide, and mobile apps are projected to generate a whopping 189.9 billion dollars in revenue in 2020. And yet just 21 percent of fitness businesses are actually using mobile apps. Those that are may have a beneficial inside edge.
“The speed at which fitness operators adopt and leverage technology will have a material impact on their future success. It is foreseeable that, over the next decade, technology, not equipment, facilities or programs will become the defining attribute of success and differentiation in the fitness industry,” continues the Club Industry report.
Despite this imperative, many clubs are lagging behind when it comes to technology adoption for member recruitment and member retention. One area in particular where clubs are falling short? Wearables. In fact, while fitness monitoring technology constantly tops lists of fitness industry trends, just 18 percent of fitness businesses are using fitness wearables to support client efforts. Request a demo today to learn what Accuro’s cutting-edge fitness monitoring technology can do for your health club or gym.
