October 18, 2022 – News
Brick-and-mortar gyms are reinventing memberships for hybrid exercisers.
The latest: Fitness International, the holding company for LA Fitness and City Sports Club, partnered with global fitness brand Les Mills. Now, members at 700+ US gyms have access to the Les Mills+ app for an additional (but discounted) fee.
Why it matters: Exercisers have returned to the gym, but they haven’t given up on at-home exercise.
Similarly, digital fitness companies report a blurring of lines, with Equinox saying 30% of its mobile app usage came from within its gyms, a trend obé fitness co-founders Ashley Mills and Mark Mullett call “fitness stacking.”
Hybridizing. To keep exercisers engaged, operators are getting creative to meet members wherever they want to work out.
Takeaway: As consumers opt for hybrid fitness, the ratio of at-home to in-person will vary. Forging new partnerships or acquiring complementary platforms, brands must meet members every step of the way.
Ryan Deer
October 18, 2022 – News
October 18, 2022 – News
October 18, 2022 – News
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