Mintel announces that the biggest area for digital fitness is currently individual fitness activities such as cycling and running, rather than in-home exercise, thanks to rising interest in wearable performance monitors. Mintel research found that sport and training tracking was the third most popular wearable technology application, whilst health and wellbeing monitoring was the first.
An increasing number of gyms are offering on-demand virtual classes at home and in the facility, but health and fitness clubs, gyms and leisure centres are also focusing on experience and sociability to discourage customers from switching to digital-only. So we’re seeing cinema-style studios with immersive graphics, responsive treadmills that adjust the display in response to the runner’s movement and a focus on small group activity as a means of building commitment and support systems for participants. It’s a challenge for digital platforms to replicate these features in-home.
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