The coronavirus pandemic has inspired a huge pivot to digital right across the industry, from sole traders to large chains and trusts. Kath Hudson looks at some of the offerings pulled together in lightning fast time to keep members active and sane

Although the subject of embracing the age of technology to expand beyond the four walls of the club has been a talking point for years, not all operators were making it a priority above their day-to-day operations. However, the sudden onset of COVID-19 meant everyone had no choice but to respond immediately, and they did an absolutely sterling job, utilising a variety of digital technologies.

Some operators have turned to established content providers, such as Les Mills or Virtuagym, which have been offering support and some free usage. Others have recorded workouts for YouTube, or streamed classes via Facebook, Instagram or Zoom.

Within days of the enforced shutdown, the amount of content available online meant the world’s confinement needn’t be sedentary or miserable. From bodyweight training to HIIT, yoga and nutritional advice, a wealth of inspiring, nourishing content is being pumped out daily.

Now the argument for expanding beyond the four walls is over. Most operators have pivoted to digital and, as the new normal gets underway, can look at nuancing, and monetising, the offer and working out how it will complement their clubs when curfews are lifted.