Andy Hall, COO of data and tech solutions brand, Volution, looks at the trends we can expect to see emerging in the global fitness market in 2021

1 It’s all about content – but premium content
We exist in a content economy. While all brands are potential ‘publishers’, it’s premium content that will win the day. Not least because quality content can become a revenue stream – either by attracting a loyal following or by creating a demand for the content.

At the height of the first COVID-19 wave, many operators looked to deliver online classes. However, some brands broadcast questionable content: sessions streamed from messy bedrooms, unprepared instructors, sound quality issues – we could go on.

As we move into an era where online streaming becomes the norm, we expect to see the quality of content improving. There are some quick wins that can be adopted to achieve this, but the winners will be operators who begin using data delivered via an appropriate trackable platform, to inform and guide decisions and actions.

2 It’s not about gyms vs at-home fitness – it’s all just health
Many of us wear health trackables and use the data to better understand what improves our health and people are already monitoring and using the data to drive action and behaviour.

This is creating a huge opportunity for fitness brands and clubs are now also picking this up by creating hybrid club models.

We expect to see further integration of the different aspects of health monitoring. Operators will begin using their own bespoke platforms and online virtual hubs to bring data together and support customers with focused and personalised health content.

Creating bespoke online branded health hubs, for example, will be a great way to achieve this. We see clubs developing online virtual hubs, where members can book and attend live streaming or on-demand PT sessions and group classes, as well as downloading and consuming blogs about nutrition and listening to podcasts about mindfulness.

We also see an increased demand for a holistic approach to proactively managing health in a 360-degree way – which, for operators, could mean generating an upturn in revenue, engagement and value.

3Wearables and the importance of data
Wearables will only grow in popularity. Market research firm IDTechEx predicts the value of the wearable market will reach US$100bn by 2023, while penetration rates among adult users will grow to 25.3 per cent by 2023 from a base of 18.1 per cent in 2017.

According to IBM Watson, the average person will generate more than 1m gigabytes of health-related data in their lifetime. But how can we realise the full potential of this data?

Data can be collected and analysed in a destination, such as your own online virtual hub, (as touched on in #2). Data partners, such as Volution, can help operators develop smarter ways to deliver content, support and advice to their members – in a way which adds value to the member’s lifestyle, while keeping them engaged with the brand.

4 Forget the silos – it’s all about integration and collaboration
We’re all part of the same sector and we need to work together to move it forward. This in mind, we expect to see more integration and collaboration between technology and data solution providers in 2021.

A tech solution seldom offers a one stop shop but, rather, a piece of a larger puzzle or a simple plug-in. Having more integration and collaboration between providers and suppliers will deliver more intelligent solutions and outcomes for operators.

5 More partnerships please!
We also expect to see more partnerships between suppliers, which bring down barriers and break the mould. The driver for this is that the sector has woken up to the reality that it needs to diversify and keep innovating in order to generate commercial returns.

6 The rising stars of your team
Influencers are a key part of the social media ecosystem and are often more trusted than ‘traditional’ celebrities.

Every operator has at least one standout instructor or coach; someone who makes members want to return time after time. We expect operators to increasingly bottle this “magic” and use it to inspire, motivate and ultimately drive more revenue.

Savvy operators will use data-driven online virtual hubs, giving members access to their superstar trainers and increasing member-trainer touchpoints and interactions through online training, coaching, classes, and support.

When done right, this can significantly boost engagement and retention rates, not to mention giving the operators data-rich information to learn from.

Having a ‘superstar’ member of staff front a club’s online content can also help attract new members – as well as removing barriers for existing members to take part in classes.

7 Leverage your facility through ‘fitfluencers’
Alongside maximising the potential of their own superstar team, we predict an increase in clubs streaming sessions led by ‘fitfluencers’, to complement their in-house staff.

This could take the form of an Instagram-famous yoga teacher streaming a single class a week, adding a sprinkling of stardust to elevate an operator’s business.