Can Gyms Come Back From COVID-19 By Using New Technology?


Can Gyms Come Back From COVID-19 By Using New Technology?

COVID-19 has a tremendous impact on many businesses, but the fitness and exercise industry has been hit particularly hard. On one side, many membership-based gyms and fitness centers have seen in-person business collapse due to lockdowns. As with displacements in some other industries due to the pandemic, however, there are pockets that are actually growing. For example, direct to consumer weight training equipment sales have grown by 307% over the past few months. Moreover, some fitness companies that offer virtual programs have seen significant growth.

Some gyms reliant on a membership model have attempted to move into the virtual exercise space, but generating enough income is a major challenge. While the Paycheck Protection Program, which provides forgivable loans as part of the  $2 trillion CARES Act, has been helpful to many gyms, the challenge to execute their traditional business model while many consumers are worried about a second wave of the virus is significant.

In an effort to respond to the dramatic changes in the external environment facing gym owners, Munich-based EGYM and it’s North American based office in Boulder, CO has launched a program called Immunity Plus designed to serve its customer base, which consists primarily of gyms and fitness clubs. Immunity Plus is a group of hardware and software products designed to help gym operators navigate the new realities of the reopening phase.

John Ford, CEO of EGYM North America describes the situation facing gym owners as follows, “There is no precedent in the industry’s history for having revenue go to zero overnight. However, there are great people in this industry and they are persevering. Many have had to make difficult decisions to shut locations, furlough employees, and slash expenses, but most are making it through to the other side.”

In designing its new system,  EGYM emphasized input from gym operators and  consumers. The company found that consumers have concerns about social distancing and the ability to train safely but also emphasize wanting to focus on boosting their immune systems and overall wellness. 

With this feedback in mind, EGYM’s Immunity Plus offering includes tools for distance regulation, immunity strengthening programs, and digital engagement. For in person gyms, the company believes the effective use of technology is critical. For distance regulation Immunity Plus offers gym operators an app that helps with capacity management efficiency, including time slot bookings to help members train safely while observing social distancing guidelines. 

The immunity strengthening programs, including strength training, are designed to reduce underlying conditions that could increase susceptibility to COVID-19 and to generally boost the immune system. The digital engagement aspect of the product provides a fitness app customers can use while providing remote member care and allowing access to virtual workouts designed to enhance health and engagement with the gym community. Ford observes, “Imagine a gym where the equipment knows each user and automatically sets up their ideal workout as they approach each machine. After their workout is finished, the platform reports their progress and enables them to track to their fitness goals clearly to drive success.”

In describing Immunity Plus, Ford emphasizes the need for gym owners to manage capacity. “With reduced in-gym capacity, optimizing the utilization of the training floor throughout the day will be crucial for continued business success. Immunity Plus’s Mobile slot booking provides members with assurance that when they block out time to train they will be able to gain instant access to the gym. This ensures gym owners have total control over the number of members in the building at any one time, helping to maintain a viable business while adhering to physical distancing and hygiene regulations. The slot booking functionality is built right into EGYM’s Branded Member App.”

In terms of hygiene, EGYM’s Smart Strength equipment reminds users to thoroughly clean or disinfect their hands before training. It also benefits from an automated set up and load application, significantly reducing the need for physical contact with the equipment. Meanwhile, the gym owner can receive real-time feedback on hygiene standards via an integrated system to help meet both legal requirements and member expectations.

One possible dilemma facing the gym is that designing effective in-home training could potentially cannibalize memberships. However, CEO Ford believes that the motivation factor will always be an “ace in the hole” for the industry. “We are strong believers in gyms and the power of professional training floors along with the motivation in-person communities bring,” he says, “An exerciser can put a bike and some dumbbells in their living room, but they can’t replicate the exercise variety, quality of equipment, and social energy of a gym. That’s why so many of the buyers of expensive home exercise equipment also maintain a gym membership.”

Ford also makes the point that those gyms that have reopened have seen a significant rebound in numbers, even with major restrictions — and that a good number of these members are new joiners seeking to improve their health. With legitimate questions lingering as to how long the pandemic will last, it is not surprising that many consumers are becoming more concerned about fitness and their immune systems in particular. Personally, I buy into the idea that going to a gym in a social setting with other people working out is motivating, and hope this proves to be the case.

Going forward, the company hopes to contribute to the gym floor being directly connected to the health care industry. With diseases including back pain, diabetes, and cardiovascular disease benefiting from properly guided exercise, there is a potential win-win situation for providers and consumers.


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