Rise to the challenge and embrace opportunity

Market Overview

According to the 2020 Europe Active European Health & Fitness Market Report, the European fitness market grew by 3.7% in the four years to 2019. The sector was worth €28 billion in 2019 with a market penetration at an all-time high of 14%.

Then the COVID19 pandemic struck, forcing closures and membership freezes across the world. The industry was compelled to respond and pivot its business overnight.

So much is still unknown, and the situation is changing daily, but one thing we do know is that things will never be the same.

Clubs are now either in the reopening phase or are planning for it. With restrictions in place for both capacity and movement, fears about safety and with some members of the public not allowed to return, findings from Europe Active suggest that we can expect to reopen with between 30-50% of previous attendance in the first few weeks.

Opportunities and staying connected

How can operators ensure they can stay relevant and connected to their audience during this time?

Fitness apps and wearables have featured in the top three ACSM Global Fitness Industry Trends for several years now. Many of these help individuals to track their own metrics, but Myzone also provides a connection to the fitness business, while using inclusive, game-based mechanics and social functionalities to build communities and drive habit formation, which are precursors for increased member retention.

Despite the challenges imposed on our bricks and mortar business, we have the opportunity to emerge stronger and to widen our net as the value and importance of exercise is elevated in the public conscience. Furthermore, surveys in the UK by companies such as Alliance TA6, Leisure-net Solutions and ukactive provide optimism, showing that up to 88% of people intend to return to their clubs and 76% want to improve their health and wellbeing, providing we act responsibly and can reassure people that we can support them safely.

Collaboration and uniting with a common purpose

At its heart, the Myzone ethos has always been to make people feel good about exercise and to build a community around that message using gamification to reward effort and social connectivity to drive motivation. We are committed to working in true partnership with all operators, clubs, suppliers and organisations who share this common goal and we are proud of the industry’s resilience, openness and willingness to collaborate.

As fitness professionals, we provide an environment for social motivation in a club, which extends into the online Myzone community and is enhanced through the delivery of our new MZ-Remote classes to provide feedback, accountability and increased engagement.

A UK survey of 65,000 fitness customers by Leisure-net Solutions, found that 43% of people most missed the motivation that their class or training instructor provides during lockdown, while 33% missed socialising the most.

We know that encouragement and being part of a community drives motivation. In fact, Myzone data shows that users with four or more connections exercise 56% more than those with none. Operators should harness this to support, communicate and reward the effort of their members for each and every workout.

If Myzone is viewed as purely tiles on a screen in a club, operators are missing a valuable opportunity to capitalise on the full potential of Myzone to enhance the member experience and ensure membership retention, both during and post-lockdown.

1. Enhance your online and digital offering

Once a “nice to have”, a strong digital product is now an essential part of the offering. UK reports show that 52% of people expect to return to a combination of in-club and online workouts, and 12% intend to take part in online sessions only.

During lockdown we have been working hard to enhance features to help clubs support their members. The release of MZ-Remote has been a game-changer!

The solution brings the club experience to life at home and allows instructors to effectively coach participants through the class with access to real time feedback on their effort.

The matrix below, published by MoveGB, highlights the area where clubs can easily deploy solutions to maximise member engagement.

ProInsight Research has just released findings of its Industry’s Digital Response to COVID19 report with fascinating insights into the online class market during the lockdown period. Some of the key findings are that people wanted to be connected to familiar instructors from their clubs and that, while many instructors talked about intensity and options, too infrequently did they relate this back to the simplicity of colour zones.

It was also clear that it was difficult to guide individuals effectively without real time feedback. For example, while the industry seems to have adopted the burpee as the go to exercise, not all participants need this type of movement to achieve the required intensity, especially if they are using lockdown to become more active.

Guiding them to achieve the Yellow Zone and acknowledging when they do so means that for some a jump squat or standard squat might be sufficient and, more importantly, improve health rather than stress their immune system or make them feel they have failed if burpees aren’t for them.

Set Clear Goals and Challenges

We all need a sense of achievement. During the last few difficult weeks, motivation has been more challenging to find than ever and when retention is critical, keeping people accountable and in a routine has never been more important.

In the new world of health and wellbeing, the needs of the member will change. Research finds that 40-50% of people report being less active during lockdown, which presents a risk to health and a danger that these people will chose not to reinstate their memberships.

Simply achieving the World Health Organisation guidelines of 1,300 MEPs per month is enough for some, but as operators we can support the message of clear and achievable activity goals based around effort and consistency rather than weight loss, calories or being beach body ready.

Create your own challenges for your members, which they can take part in regardless of where or how they choose to exercise. Challenges based around a collective total - everyone achieving 1,300 MEPs for the month or completing Zone Match workouts - will help members remain part of your community and keep them on track, which will increase the chances of their return.

Keep Talking

MZ-Chat is your direct contact to individuals and groups of members. Use it to send them encouragement and exercise ideas. Encourage them to create group chats with friends and those they miss from their favourite classes.

In these most challenging of times, we have the opportunity to provide positivity and community, but consumer confidence is key. People need to know that we will provide safe environments, will support them at home and in our clubs, and ultimately improve both their mental and physical wellbeing.

Over recent weeks one thing has become clear - our industry is a community that comes together in crisis. With so much positive collaboration, sharing of insight and best practice, our sector is working together to rebuild and reposition itself as an essential service for a healthier, more active and better connected world. Let’s get this right!

For help in supporting your re-opening strategies with Myzone, or to find out more about how we can work with you. Click here to get in touch today.