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[SIGN ‘EM UP] In-person gyms poised for comeback, onboarding new members

Only 15% of exercises feel that digital fitness platforms have eliminated the need for gyms, signifying that in-person fitness will rebound, according to recently released data from market intelligence agency Mintel Group, Ltd.

Almost a third (29%) of regular exercisers agree that they like the community aspect of being a member at a gym/fitness facility. This comes as four in five (78%) Americans agree that mental/emotional wellbeing is the number one reason for exercising, slightly ahead of physical wellbeing (76%).

Over a third (36%) of consumers say they are working out with more regularity compared to before the pandemic, including 29% of those over the age of 55. "Aging consumers have traditionally been ignored by the fitness industry, yet they make up a large portion of the population. COVID-19 highlighted the connection between age and decreased immunity to disease, thus motivating a significant number of mature consumers to renew their focus on physical health," said Rebecca Watters, Mintel's Associate Director, Household & Health.

"This resurgence in physical activity in older consumers, combined with the sheer volume of this demographic, provides an opportunity for the fitness industry," Watters said. "Brands that cater to older consumers by focusing on resistance, flexibility, and balance training along with low-intensity strength workouts will reap the benefits of gaining a host of new, older clients."

Help in the onboarding process is available from ABC Fitness Solutions, which is offering a free "how-to" guide onboarding new members in the first 90 days. The company says, "The first four weeks of membership are crucial. It is your biggest opportunity to break down barriers." The brochure lays out a step-by-step strategy, with relevant examples.

For a brochure describing the Mintel Group research, click here

For the ABC Fitness Solutions free “New Member Onboarding Guide,” click here


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