Yesterday I was the keynote speaker at SWEAT's annual event at UK Active. The title of my talk was "Understand Your Disruption".
This year's SWEAT event title –
"A thoughtful management event that brings together forward-looking brands, start-ups, influencers and boutique fitness investors. As the boutique industry quickly emerges, Sweat delivers cutting-edge information, applied business knowledge, and motivation and inspiration."
So here's what I had to say?
I have been working in the fitness industry for almost eight years and a lot has changed during that time! First, the use of our social media apps (like Facebook, Instagram, Youtube and Twitter) has changed the way we all interact. When Instagram launched in October 2010, no one would have predicted that they would have 50 million active users per day in 2019! It has also had a huge impact on the sports industry.
Posting a gymnastics picture or finish line photo will give us virtual quizzes in the form of likes and comments: "Well done! You broke it. We are immediately rewarded for our efforts. Human nature is a desire to connect with others and share their experiences. Social Media allows you to find a fitness tribe of people with similar views. Find tips and information, get inspiration, and get self-affirmative feedback all in one place.
Soon, fitness brands started creating apps for us to connect and share our sports statistics online. Apps like STRAVA and myfitnesspal have united millions of runners and cyclists.
Another change we have seen in the fitness industry in recent years is the use of wearable techniques. When I first started personal training, many people don't wear chest straps or even smart watches in the gym, but nowadays it seems like everyone is wearing one.
We can track our calories, count our steps, record sleep and sleep. All this data makes it much easier to personalize consumer education. As a result, consumers are more informed and have higher expectations. We are no longer happy with the one size fits all fitness approach. I believe that personalization will be key to the future of being fit. We need to use existing data, but it needs to be simplified. A good example would be pattern recognition. 60% of the decisions we make every day are habits. We need to use our data to identify those habits and, if necessary, create new healthier habits.
In 2019, we have all the information we need to help people lead healthy, active lives. Now we know the basics. Eat more fruits and vegetables, drink more water, move more, sleep more, exercise alertness, unplug your device, and connect with others in a social environment. We know what we should do, but we still don't! Information alone is not enough and statistics are not false.
MORE THAN 20M BRITS ARE PHYSICAL Source: BBC (2017)
Ignorance related obesity costs the NHS 16BN per year Source: Telegraph (2016)
26.9% of BRITS are OBESE Source: Guardian (2017)
BRITS USES £ 558 MILLION OF UNBUSHED GYM MEMBER YEARS Source: Telegraph (2019)
(These recent statistics made me bother! If you pay for gym memberships that you don't use, please know that you earn a lot of people, a lot of money! You can also bring or cancel your butt in the gym) .)
Why do so many people struggle to practice sports?
There are several common eligibility barriers here
Many people identify at least one of these barriers as the reason they are unable to maintain a healthy active life. It is unfair to simply label people lazy. We all have busy lives, work, family responsibilities, etc., so we need to find solutions that work alongside our lifestyle.
That's why more and more people are now seeing interactive ways to train at home, such as FIIT, Peleton and Centr. These platforms do an incredible job of helping people overcome these barriers.
- Workout at home means you can workout anytime! You are not limited to gym opening hours or studio schedules. Plus, you save time by not having to go to the gym first.
- They are much more affordable than most gym members. Some web-based training platforms even offer a free version of their app.
- Child care is no longer a problem and you can even encourage your children to become active with you.
- If the thought of going to the gym seems daunting, working out at home is a great solution.
- Many interactive home training platforms use data to personalize your experience. They can send you notifications and prompts to help you stay motivated. They provide feedback so you can track your progress. They offer incentives, fun challenges and competitions.
Personally, I believe that the popularity of home training will continue to grow in the next 12 to 24 months. It's a simple but ingenious way to get more people moving.
Of course, there are things that the digital experience does not offer, and you may not have the space to train at home or have access to equipment, etc.
When I train a client face to face, I see him doing every exercise and, if necessary, I can tailor the movement to them. I can also give them physical support, which helps to ensure safety. Not to mention the social and emotional benefits of real-life interaction.
It is important to recognize that sport is a great tool for community building, especially for young people! Perhaps, then, we need to consider ways in which we can connect both the tech world and the real world. Gaming, leaderboards and live streaming are all examples of tools that can be used on the web as well as in gyms and studios.
What happens next? Virtual reality? More techniques? Less technique? No matter what happens next, some things will always stay the same …
People need something to do something GOALS / MOTIVATION / ACCOUNTABILITY AND PAYMENTS. If we want to help more people become active, and more importantly ice active, we need to address these key factors. Whether you are in London for a boutique gym, a beachfront gym or an interactive home fitness platform. If you can make all four of these boxes in addition to providing effective training, you can do it.
Let's face it, a lot of people are dedicated to working in the sports industry because they are passionate about helping people! They know that we can all live healthier, happier and longer lives and have a positive impact on the mission. But the reality is that fitness is also a big business. The training industry is competitive and consumers are frugal. We need to evolve in an effort to keep pace with the changing landscape of social media, social behavior, technological innovation and cultural trends. It would be foolish to ignore technology as it is just another fitness trend. Take a look at how people interact with their phones, smart watches and tech devices. The Internet has changed the world we live in and it will never go back. I am not saying that it is good or bad, but I simply admit that it is true.
Tech is currently the biggest distraction in the fitness industry, but that doesn't mean the gym is dead. I am confident that both markets will continue to develop. Most importantly, it doesn't really matter how people choose to move. it is important that we help them move more!
I'd love to know what you think about this topic. As always, you can comment below or contact me on Instagram and Twitter @adrienne_ldn
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