TRANSCRIPT: GROUP FITNESS TRIPLE THREAT SERIES

 Who remembers when digital fitness was going to take over the world? When people swore they'd never go back to the gym because they had a peloton, a mirror, or other on demand workouts at home. Well, fast forward five years, and here we are.  

Digital only platforms are struggling. They're probably the biggest losers of all of the pandemic boom companies. Live group fitness classes, on the other hand, Are booming. Gym memberships are at an all time high. So, what happened? What changed? And what does this mean for you as a fitness professional? I'm Will Brereton, and today we're breaking down why digital fitness has plateaued, why in person workouts are stronger than ever, And how you can position yourself for the next five years.

Let's go. 

As always, we start with the data. So connected fitness users are declining. In 2022, there were 41. 2 million digital fitness users. But by 2023, that number had already dropped to 40. 3 million. So that's a downturn in usage when most other things are going up. People absolutely want live classes.

A MindBody survey found that 74 percent of gym goers prefer in person workouts, citing community and motivation as the biggest factors. And gym memberships are at an all time high.  The HFA, which is the Health and Fitness Association, formerly known as IHRSA, reported that U. S. gym memberships grew by 3. 7 percent in 2023, surpassing pre pandemic levels. And in 2024, that number jumped another 5. 8%. And we have to look at the big digital fitness players. Peloton's market collapse tells the story.  In 2021, Peloton was valued at 36. 45 billion, and today, just a measly 3. 19 billion. But that's a drop of more than 90%.

Peloton was and is a great company with a great product, but its rise and fall is really characteristic of digital fitness as a whole. It's great, it's here to stay, but it was overhyped and overheated. Fitness apps are stalling. In 2023, fitness app downloads hit 858 million, which is actually a decline from 893 million in 2022.

But here's the gag. Online training is evolving. Demand for remote personal training, has surged 414 percent in the last year. Which is proving that digital coaching still has a place. But it's moving into one on one. So what's the takeaway here? Digital fitness isn't dead. The hype might be over, but the real winners? That's instructors in gyms that understand how to integrate digital tools with live coaching.

Okay, let's look at some analysis. Why do we think the digital fitness peaked and then dropped off? We think it comes down to three key reasons. First up, people crave connection. The number one reason people come back to live fitness is community. Digital workouts, no matter how good they are, and some of them are really good, can't replicate the energy of an in person class.

Number two, fitness isn't just about access, it's about accountability. With digital, it's very easy to skip a workout. Gyms and live classes with instructors will hold people accountable in a way that on demand apps never will, but a one on one remote PT session just might.

And thirdly, tech fatigue is real. People spend their entire day interacting with screens. So when it comes to fitness, they're often seeking human interaction, not another Zoom workout. 

The demand for digital personal training makes complete sense. It solves a lot of problems at once.

PTs have a limit to how many individuals they can see in a day physically. With digital tools to track progress and share workouts, PTs can leverage their experience across a wider group, keeping that same level of accountability that's so important. And for users, It solves two of the biggest challenges of taking on a PT: the price and the convenience- fitting it in around work and life. 

So is digital done? No, but the shift tells us that hybrid is the future. 

So as always, here's your actionable tip on how you can leverage digital without over relying on it. 

First up, use digital for marketing. Grow your brand through social media, online programming and content and then funnel people into your live offerings or your digital PT. 

Two: offer hybrid solutions. So remote training, online coaching, and digital memberships can complement your live offering. But try not to rely on digital only models. 

And thirdly, lean into what digital can't do. In person coaching, hands on corrections, and community and energy. That's where you will win. 

Bottom line, digital only fitness is shrinking in some places and live classes are thriving, but it's still going strong. The instructors who can combine digital tools with in person coaching will dominate the next five years. 

That's the digital fitness reality check.

Next episode kicks off part three of our series which focuses on the business side of instructing and how you can ensure that group fitness remains a sustainable career option for you over the long term. The first episode of part three is probably the hottest topic yet because we're talking about instructor pay, license formats, and how to finally get paid what you're worth.

You definitely don't want to miss this one. Don't forget to grab our free triple threat guide from the show notes for specific action steps on building your career. 

I'll catch you next week on the group fitness triple threat when we talk instructor pay.