The fitness industry is shifting from surviving the COVID-19 crisis to looking for ways to thrive in the next normal, building consumer relationships that last and grow. The answer appears to be something in between.
As vaccines roll out globally, the question is what will happen to the fitness consumer-if their use of at-home solutions and equipment will keep them away from the gym or if they will rush back. Prior to the pandemic, the same consumer may have complemented their health club membership with a smartwatch, a social-fitness app, an at-home workout solution, and occasional boutique studio sessions with friends.
The growing number of fitness choices-exact counts are difficult to find, but fitness-tech apps raised a record-breaking $2 billion from investors in 2020 2 Fitness Tech Report 2020, SportsTechX, .-now seek to serve this need in increasingly diverse ways. Indeed, 40 percent of the general population surveyed now consider wellness a top priority in daily life. The COVID-19 pandemic, which forced large swaths of the global population to isolate with members of their households (and their devices), has spurred the shift toward personalized at-home workouts and made overall wellness even more salient. An even more fragmented market of complementary solutions is filling the white space around new movements, activity measurement, experiences, and more. Our research shows that the market for health and wellness products and services is growing by 5 to 10 percent per year, depending on the region. For more, see Putney Cloos, Sherina Ebrahim, Tracey Griffin, and Warren Teichner, “ Healthy, wealthy and (maybe) wise: The emerging trillion-dollar market for health and wellness,” May 1, 2012. 1 McKinsey identified wellness as “the next trillion-dollar market” in 2012. While other goods and services compete intensely for a finite number of consumer purchases, fitness consumers continue to use a widening array of services, tools, and solutions to help them look, feel, and function better.
0 kommentar(er)
