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features

The way I see it: Paul Bowman, Wexer

The future of fitness is hybrid, says the CEO of Wexer. He shares his thoughts on why and how the industry should embrace this change

Published in Fit Tech 2020 issue 2
Paul Bowman, CEO of Wexer
Paul Bowman, CEO of Wexer

• "If you don’t have a hybrid digital / physical model, you won’t survive."

• "Think about how disruptive low-cost was for those who didn’t respond quickly enough. Digital will be equally disruptive"

• "It’s no longer a question of ‘do we go digital?’ Now the only question is: do you merge digital into physical, or physical into digital? Which approach is most likely to succeed? I genuinely believe it will be the latter."

• "Instagram and YouTube offered quick, easy solutions, but in using them, clubs have effectively given away their contacts, their opportunity to gather insights and their ownership of the customer relationship. They now have to wrest it back."

• "On-demand retention figures beat most traditional operators: about half of online fitness customers are retained for nine months or more."

• "Digital fitness was already growing fast. Then COVID-19 happened and things accelerated exponentially: we had clients whose online user base grew 10-fold almost overnight."

• "Home fitness must be delivered on your own platform, not a third-party channel – like Instagram or YouTube – which you can’t monetise or use to generate brand loyalty."

• "The shift towards online is not a temporary measure: 43% of Mindbody survey respondents want to continue with at-home classes as well as going back to the gym; 60% of these expect to add 2-3 live streamed workouts a week."

• "Digital opens up bigger audiences. There may be less revenue per head, but there are many more heads to go after."

• "Clubs should start with the home fitness journey and work out how to gain a competitive advantage here, before working out how to dovetail physical visits into this."

• "Online requires strength in depth to be sustainable, because people only do the same online class twice before they look for something new. In-club it’s about the social. Online it’s all about variety."

• "Clubs want to create their own content, so on 1 June, Wexer launched Web Player Connect – a new solution that gives operators their own TV channel."

• "During lockdown, 40% of all spend on live streamed and pre-recorded workouts went to businesses those individuals had never physically visited."

• "In clubs that have re-opened, we’re seeing higher demand for virtual classes. This is the only way to take part in group exercise in many clubs, and with social distancing, classes are regularly full."

• "We’ve talked about personalisation for years. Digital fitness is the way to speed it up – it’s both the tool to gather the data, and the channel through which to deliver it. That’s hugely exciting."

• "Training at home is so convenient, it’s where the bread and butter of fitness will now happen."

• "People will still be willing to pay for programming, expertise and support in-club, but the baseline will be delivered online via convenient, high-quality, personalised fitness content."

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People have become accustomed to working out at home / Shutterstock
People have become accustomed to working out at home / Shutterstock
Home fitness should be delivered on your own platform, says Bowman / Shutterstock
Home fitness should be delivered on your own platform, says Bowman / Shutterstock
Variety is key online: exercisers seek a new class more regularly than in-club / Shutterstock
Variety is key online: exercisers seek a new class more regularly than in-club / Shutterstock
Wexer Virtual enables clubs to increase group exercise provision
Wexer Virtual enables clubs to increase group exercise provision
Retention for digital offerings is higher than for physical ones
Retention for digital offerings is higher than for physical ones
https://www.leisureopportunities.co.uk/images/2020/688318_362048.jpg
The Wexer CEO explains why gyms must be equal parts physical and digital
Paul Bowman, Wexer,hybrid fitness, digital fitness, fitness at home
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04-07 Nov 2021
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01-07 Dec 2022
tbc, Dunedin, New Zealand
Diary dates

features

The way I see it: Paul Bowman, Wexer

The future of fitness is hybrid, says the CEO of Wexer. He shares his thoughts on why and how the industry should embrace this change

Published in Fit Tech 2020 issue 2
Paul Bowman, CEO of Wexer
Paul Bowman, CEO of Wexer

• "If you don’t have a hybrid digital / physical model, you won’t survive."

• "Think about how disruptive low-cost was for those who didn’t respond quickly enough. Digital will be equally disruptive"

• "It’s no longer a question of ‘do we go digital?’ Now the only question is: do you merge digital into physical, or physical into digital? Which approach is most likely to succeed? I genuinely believe it will be the latter."

• "Instagram and YouTube offered quick, easy solutions, but in using them, clubs have effectively given away their contacts, their opportunity to gather insights and their ownership of the customer relationship. They now have to wrest it back."

• "On-demand retention figures beat most traditional operators: about half of online fitness customers are retained for nine months or more."

• "Digital fitness was already growing fast. Then COVID-19 happened and things accelerated exponentially: we had clients whose online user base grew 10-fold almost overnight."

• "Home fitness must be delivered on your own platform, not a third-party channel – like Instagram or YouTube – which you can’t monetise or use to generate brand loyalty."

• "The shift towards online is not a temporary measure: 43% of Mindbody survey respondents want to continue with at-home classes as well as going back to the gym; 60% of these expect to add 2-3 live streamed workouts a week."

• "Digital opens up bigger audiences. There may be less revenue per head, but there are many more heads to go after."

• "Clubs should start with the home fitness journey and work out how to gain a competitive advantage here, before working out how to dovetail physical visits into this."

• "Online requires strength in depth to be sustainable, because people only do the same online class twice before they look for something new. In-club it’s about the social. Online it’s all about variety."

• "Clubs want to create their own content, so on 1 June, Wexer launched Web Player Connect – a new solution that gives operators their own TV channel."

• "During lockdown, 40% of all spend on live streamed and pre-recorded workouts went to businesses those individuals had never physically visited."

• "In clubs that have re-opened, we’re seeing higher demand for virtual classes. This is the only way to take part in group exercise in many clubs, and with social distancing, classes are regularly full."

• "We’ve talked about personalisation for years. Digital fitness is the way to speed it up – it’s both the tool to gather the data, and the channel through which to deliver it. That’s hugely exciting."

• "Training at home is so convenient, it’s where the bread and butter of fitness will now happen."

• "People will still be willing to pay for programming, expertise and support in-club, but the baseline will be delivered online via convenient, high-quality, personalised fitness content."

Sign up here to get HCM's weekly ezine and every issue of HCM magazine free on digital.
People have become accustomed to working out at home / Shutterstock
People have become accustomed to working out at home / Shutterstock
Home fitness should be delivered on your own platform, says Bowman / Shutterstock
Home fitness should be delivered on your own platform, says Bowman / Shutterstock
Variety is key online: exercisers seek a new class more regularly than in-club / Shutterstock
Variety is key online: exercisers seek a new class more regularly than in-club / Shutterstock
Wexer Virtual enables clubs to increase group exercise provision
Wexer Virtual enables clubs to increase group exercise provision
Retention for digital offerings is higher than for physical ones
Retention for digital offerings is higher than for physical ones
https://www.leisureopportunities.co.uk/images/2020/688318_362048.jpg
The Wexer CEO explains why gyms must be equal parts physical and digital
Paul Bowman, Wexer,hybrid fitness, digital fitness, fitness at home
Latest News
Health clubs and gyms will be able to open their doors to individual training sessions ...
Latest News
As health clubs and gyms reopen following lockdowns, it is "absolutely crucial" operators take a ...
Latest News
IHRSA and Fitness Brasil say they have signed a partnership agreement that will see the ...
Latest News
EuropeActive has joined the All Policies for a Healthy Europe (APHE) initiative, as part of ...
Latest News
Lack of exercise is a major cause of death from COVID-19, according to new research, ...
Latest News
World Leisure Organization (WLO) has opened the entry process for its International Innovation Prize. Now ...
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Health clubs, leisure centres and studios in England have opened today (12 April) for the ...
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A major new initiative will look to strengthen and unite the fitness industry's voice in ...
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A parliamentary report is calling for a £3bn intervention fund to build back better health ...
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Featured supplier news
Featured supplier news: Bounce back faster with a new risk-free joiner channel
The industry is eagerly awaiting the reopening of health clubs and leisure centres in another year affected by COVID-19, where the only thing that’s been certain is uncertainty.
Featured supplier news
Featured supplier news: Precor supports Aneurin Leisure Trust in three-site refurbishment
Welsh leisure trust, Aneurin Leisure (ALT), has announced it’s forging ahead with a £600,000 (US$821,000, €696,000) gym refurbishment in all three of its leisure centres.
Company profiles
Company profile: Indigofitness Ltd
We Create Training Spaces! We've been designing and delivering high quality training spaces for almost ...
Company profiles
Company profile: Premier Software Solutions Ltd
Premier Software was founded in 1994 and has proven experience developing business management solutions specifically ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Lockers/interior design
Fitlockers: Lockers/interior design
Wearable technology solutions
MyZone: Wearable technology solutions
Independent service & maintenance
Servicesport UK Limited: Independent service & maintenance
Skincare
Comfort Zone - Davines S.p.A: Skincare
Trade associations
International SPA Association - iSPA: Trade associations
Management software
Premier Software Solutions: Management software
Fitness equipment
Octane Fitness: Fitness equipment
Uniforms
Service Sport: Uniforms
Spa software
SpaBooker: Spa software
Architects/designers
Zynk Design Consultants: Architects/designers
Property & Tenders
Hillingdon
Hillingdon Borough Council
Property & Tenders
Diary dates
12 Jun 2021
Worldwide, Various,
Diary dates
13-14 Jun 2021
Online,
Diary dates
16-17 Jun 2021
ExCeL London, London, United Kingdom
Diary dates
01-04 Jul 2021
Expo Centre & Riviera di Rimini, Italy
Diary dates
18-19 Sep 2021
Locations worldwide,
Diary dates
21-24 Sep 2021
Messe Stuttgart, Germany
Diary dates
04-07 Nov 2021
Exhibition Centre , Cologne, Germany
Diary dates
01-07 Dec 2022
tbc, Dunedin, New Zealand
Diary dates
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