Jean-Michel Fournier
The two largest generations of fitness users – millennials and gen Z – make up 80 per cent of the fitness market and are carnivorous consumers of 24/7 digital streaming, including exercise content.
Despite this demand for streaming and downloadable fitness content, it had only been adopted by 5 per cent of operators prior to the pandemic.
According to the Club Intel 2019 International Fitness Industry Trend Report, European club operators were clear leaders, with an adoption level of 14 per cent. Levels in other regions of the world ranged from 4 to 7 per cent.
"Since the COVID-19 outbreak started, we’ve seen an 806 per cent increase in sign-ups to Les Mills on Demand, as we’ve worked with our club partners"
Mobile apps – which are used by more than 80 per cent of people to connect with businesses – had only been adopted by 20 per cent of the fitness industry. So it’s clear there’s a lot of untapped upside in the digital home fitness space, particularly with much of the world currently in lockdown.
Les Mills on Demand (LMOD), which allows users to stream Les Mills programmes from any digital device, has seen significant growth in recent years, but since the COVID-19 outbreak, we’ve seen an 806 per cent increase in sign-ups as we’ve worked with club partners to help them support members through the use of LMOD.
Clubs offering a co-branded LMOD subscription to members are able to boost member loyalty and keep them in the exercise habit at times like this, when they can’t make it to the gym.
As fitness moves from bricks and mortar to digital, operators who pursue tech assertively will be the ones who thrive in the next chapter of the industry.
Les Mills On Demand allows users to access 800 workouts at home