{"id":16702,"date":"2021-07-09T11:56:40","date_gmt":"2021-07-09T15:56:40","guid":{"rendered":"https:\/\/www.wellnessliving.com\/blog\/?p=16702"},"modified":"2024-06-11T11:49:50","modified_gmt":"2024-06-11T15:49:50","slug":"one-year-later-adapting-new-trends-new-normal","status":"publish","type":"post","link":"https:\/\/www.wellnessliving.com\/blog\/one-year-later-adapting-new-trends-new-normal\/","title":{"rendered":"One Year Later: Adapting New Trends for a New Normal"},"content":{"rendered":"

By KK Hart, guest blogger and certified business coach and consultant<\/em><\/p>\n

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A lot has changed over the last year and a half due to COVID-19. It has forced many of us to adapt and find a new normal. In the fitness industry, whenever someone wanted to work out, they simply made time to go to their gym or fitness studio. Since the pandemic began that option has been taken away from us.<\/p>\n

The good news is that as an industry we\u2019ve pivoted to virtual fitness with livestreamed classes and on-demand services allowing many businesses to continue to thrive. As savvy business owners, we\u2019ve also needed to get creative by building long-lasting connections to increase engagement and target more of the right type of clients to our online platforms.<\/p>\n

As we stand more than one year later, there is a lot to reflect on. Here I will break down how adapting these new trends has created a more sustainable and profitable business model for the fitness industry. Let\u2019s get started Fit Friends…<\/p>\n

A shift to virtual fitness during COVID<\/h2>\n

COVID-19 may have caused lockdowns and forced closures across that country, but that did not stop the fitness industry. On the contrary, this bump in the road gave many fitness trainers the motivation to look for alternative ways to provide their clients with the training they desired.<\/p>\n

Virtual fitness is here to stay, whether it\u2019s livestreamed classes or pre-recorded, on-demand videos\u2014it’s the new normal. Consumers are adapting to this change pretty well, too. According to research conducted by OnePoll on behalf of Freeletics, 72% of people surveyed<\/a> felt it\u2019s even easier to maintain their work out routines with at-home fitness options.<\/p>\n

Even as your business opens its physical doors, consumer trends suggest that at the very least, offering a hybrid model\u2014a combination of online and in-person services\u2014is the way to go. In fact, 35% of American gym members<\/a> are saying they likely wouldn\u2019t return to the gym, even after being vaccinated. That means you need to provide a virtual option for those who want it or risk your clients finding a business that does offer online services.<\/p>\n

I also suggest making your services available for all ages, if you haven\u2019t already. While many of your fitness classes were likely only for teenagers over age 16 or adults, having an online platform allows you to offer livestreamed or on-demand fitness classes for kids who may not be getting the daily physical activity they once did.<\/p>\n

Time to get to know your audience<\/h2>\n

As you develop your virtual fitness offers for consumers, it\u2019s important that you first get to know your audience in this new normal we’re living in. Why? Because you may offer amazing online classes, but if you don\u2019t target the right leads, you won\u2019t be able to attract the people who really need your help. According to Aberdeen research, marketers who build buyer personas achieve 73% higher conversion rates<\/a> than businesses not using this method.<\/p>\n

As you get to know your audience, don\u2019t just focus on one group of clients. There are many reasons why a consumer chooses to begin a fitness journey, including:<\/p>\n