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The fitness industry’s response to COVID-19

Title
The fitness industry’s response to COVID-19

Research Area
Workforce; Health; Tackling Inactivity     

Author
ClubIntel

Summary of Findings
This report looks at what steps health/fitness clubs have taken as a result of COVID-19 and touches on why these options have been chosen. Data was collected via an online survey launched on 30th March 2020. The survey was distributed through email and social media with 195 responses being selected as usable. The researchers estimate this represents approximately 2,500 health/fitness facilities around the world. The report discusses a number of measures introduced by clubs aimed at keeping members safe while visiting the facilities, recognising that some clubs remained open with new restrictions in place. Of the facilities that had closed at the time of the survey, 74% stated they were offering access to group fitness content and 61% offered fitness coaching content (both of which could be accessed at home). 74% regularly posted workouts via social media or club websites. A smaller proportion had created an equipment package or bundle for members. Similarly for the facilities that remained open at the time of the survey, measures were in place in a significant proportion of clubs to help keep employees safe. The report also discusses measures put in place to financially protect employees in cases where the facilities had closed. 42% of those surveyed indicated they had already expanded their offerings to the wider community. This is thought to be a decision based on revenue, either present or future, and a way to promote the club The report summarises that online content appears to be a good way of engaging members and therefore benefits the businesses because they can still have some income. It also recognises that this is an ongoing challenge and thought needs to be given to how facilities can retain members and employees to be in a good position after the pandemic.

Implications
Whilst a relatively small sample, research into the impact of Covid-19 on the sector is helpful. This could be used to inform clubs that are looking to keep members active but also in relation to maintaining/increasing membership for when facilities can reopen.