{"id":52799,"date":"2022-01-28T14:22:56","date_gmt":"2022-01-28T19:22:56","guid":{"rendered":"https:\/\/www.sogolytics.com\/blog\/?p=52799"},"modified":"2022-01-31T17:11:43","modified_gmt":"2022-01-31T22:11:43","slug":"pandemic-impact-on-health-clubs-gyms","status":"publish","type":"post","link":"https:\/\/www.sogolytics.com\/blog\/pandemic-impact-on-health-clubs-gyms\/","title":{"rendered":"Feel the Burn: The Pandemic&#8217;s Impact on Health Clubs and Gyms"},"content":{"rendered":"<p>When the pandemic hit, it put all of us into a state of universal uncertainty. At the center of the confusion was the lack of knowledge about how the virus spread. Warnings aired daily about keeping all surfaces germ-free, washing hands, quarantining grocery packages, cleaning food, and wearing masks. COVID-19 transmission through the air was considered a possibility. Other ways, not so much, but a &#8220;rather safe than sorry&#8221; philosophy drove the scientific precautions that medical experts asked us to apply. Social distancing was arguably the most used new term in 2020. Indoor activities were seen as highly risky, but outdoor activities were much safer &#8212; right? And crowds in either situation were out \u2013 even small groups were quite &#8220;iffy.&#8221;<\/p>\n<div class=\"div-spacer\"><\/div>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-52813\" src=\"https:\/\/www.sogolytics.com\/blog\/wp-content\/uploads\/2022\/01\/sven-mieke-MsCgmHuirDo-unsplash-1024x684.jpg\" alt=\"pandemic effect on gyms Svien Mieke\" width=\"1024\" height=\"684\" srcset=\"https:\/\/www.sogolytics.com\/blog\/wp-content\/uploads\/2022\/01\/sven-mieke-MsCgmHuirDo-unsplash-1024x684.jpg 1024w, https:\/\/www.sogolytics.com\/blog\/wp-content\/uploads\/2022\/01\/sven-mieke-MsCgmHuirDo-unsplash-300x200.jpg 300w, https:\/\/www.sogolytics.com\/blog\/wp-content\/uploads\/2022\/01\/sven-mieke-MsCgmHuirDo-unsplash-768x513.jpg 768w, https:\/\/www.sogolytics.com\/blog\/wp-content\/uploads\/2022\/01\/sven-mieke-MsCgmHuirDo-unsplash-600x400.jpg 600w, https:\/\/www.sogolytics.com\/blog\/wp-content\/uploads\/2022\/01\/sven-mieke-MsCgmHuirDo-unsplash-50x33.jpg 50w, https:\/\/www.sogolytics.com\/blog\/wp-content\/uploads\/2022\/01\/sven-mieke-MsCgmHuirDo-unsplash.jpg 1920w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/p>\n<div class=\"div-spacer\"><\/div>\n<h2>The threat to the daily workout<\/h2>\n<p>In exploring the impact of the pandemic on gyms and health clubs, an informative <a href=\"https:\/\/www.bloomberg.com\/news\/articles\/2021-01-19\/fitness-industry-may-never-return-to-its-old-ways-after-covid-19\" target=\"_blank\" rel=\"noopener\">Bloomberg overview<\/a>\u00a0offers a good starting point. The article highlights results of a recent survey and cites health club CEOs&#8217; opinions, providing a valuable range of perspectives.<\/p>\n<div class=\"div-minispacer\"><\/div>\n<p>At the outset of the pandemic, virtually all of the medical experts agreed that health clubs and gyms posed a risk for disease transmission, likely through:<\/p>\n<div class=\"div-minispacer\"><\/div>\n<ul>\n<li>Equipment stations placed a couple of feet apart<\/li>\n<li>Sweat flying in all directions<\/li>\n<li>Heavy huffing and puffing, spittle flying everywhere<\/li>\n<li>Poor ventilation and sanitization<\/li>\n<li>Group classes in confined spaces with all the above in play<\/li>\n<\/ul>\n<p>In short, if you were looking to catch a dose of the virus with 100 percent certainty, a health club was the place to visit. Nonetheless, health club CEOs unanimously bemoaned the statewide shutdowns (starting in March 2020), which tanked class, instructional, and independent workouts by 85 percent. According to the fitness lobby group International Health, Racquet, and Sportsclub Association (HRSA), the fallout from the industry\u2019s pandemic-induced downfall was nothing short of crippling. Consider the following:\u00a0Job losses of 480,000, with revenues down by $15 billion.<\/p>\n<div class=\"div-minispacer\"><\/div>\n<p>In addition, 15 percent of all health clubs closed permanently, generating bankruptcy filings that embraced such names as:<\/p>\n<div class=\"div-minispacer\"><\/div>\n<ul>\n<li>Gold\u2019s Gym<\/li>\n<li>24 Hour Fitness<\/li>\n<li>Town Sports International (and its offshoot New York Sports Clubs)<\/li>\n<li>Flywheel (closing every location)<\/li>\n<\/ul>\n<p>The gym experience (GX, anyone?) couldn\u2019t get more depressing. However, after a year (April 2021), things improved significantly. Still, despite the rejuvenation, workout participation levels ranged between 15 percent to 50 percent less than in 2019 (depending on the protocols followed by local authorities in opening things up).<\/p>\n<div class=\"div-minispacer\"><\/div>\n<p>In summary, the physical fitness industry went through one of the worst mandated business shutdowns in the country&#8217;s history. There was no way of avoiding it because it was an impossible dilemma where compromise solutions weren&#8217;t an option. As a result, the emphatic shutdowns even extended to mini health centers in HOA housing estates. <a href=\"https:\/\/www.sogolytics.com\/blog\/covid-country-club-member-experience\/\" target=\"_blank\" rel=\"noopener\">Country club<\/a> fitness centers were the only segment that weathered the pandemic fairly well.<\/p>\n<div class=\"div-spacer\"><\/div>\n<h2>Training in improvised home gyms quickly ramped up<\/h2>\n<p>Many of us bought Pelotons and Mirror with virtual fitness classes to bring professional training into our homes. Others acquired weights, pulleys, and mats, adjusting to regimens suited to their training style. Joggers and power walkers, more or less, carried on as they were, only with masks or on a treadmill. Many tailed off, doing far less or going sedentary.<\/p>\n<div class=\"div-minispacer\"><\/div>\n<p>Some new themes found extraordinary popularity in the COVID-19 shutdown, yoga being one of them. People shifting to the latter lauded its triple benefit of assisting mental and spiritual health alongside physical toning. Considering that the severe social restrictions thrust stress, frustration, and depression upon us, it&#8217;s not surprising. When you&#8217;re used to an active lifestyle and, suddenly, there&#8217;s nowhere to go but a few rooms in your house, it feels like the walls are closing in.<\/p>\n<div class=\"div-spacer\"><\/div>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-52814\" src=\"https:\/\/www.sogolytics.com\/blog\/wp-content\/uploads\/2022\/01\/scott-broome-cuOHHP5tx5g-unsplash-1024x684.jpg\" alt=\"covid impact on gyms Scott Broome\" width=\"1024\" height=\"684\" srcset=\"https:\/\/www.sogolytics.com\/blog\/wp-content\/uploads\/2022\/01\/scott-broome-cuOHHP5tx5g-unsplash-1024x684.jpg 1024w, https:\/\/www.sogolytics.com\/blog\/wp-content\/uploads\/2022\/01\/scott-broome-cuOHHP5tx5g-unsplash-300x200.jpg 300w, https:\/\/www.sogolytics.com\/blog\/wp-content\/uploads\/2022\/01\/scott-broome-cuOHHP5tx5g-unsplash-768x513.jpg 768w, https:\/\/www.sogolytics.com\/blog\/wp-content\/uploads\/2022\/01\/scott-broome-cuOHHP5tx5g-unsplash-600x400.jpg 600w, https:\/\/www.sogolytics.com\/blog\/wp-content\/uploads\/2022\/01\/scott-broome-cuOHHP5tx5g-unsplash-50x33.jpg 50w, https:\/\/www.sogolytics.com\/blog\/wp-content\/uploads\/2022\/01\/scott-broome-cuOHHP5tx5g-unsplash.jpg 1920w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/p>\n<div class=\"div-spacer\"><\/div>\n<h2>With the restrictions easing, what now?<\/h2>\n<p>It helps to appreciate that exercising for health and well-being is a <a href=\"https:\/\/www.bloomberg.com\/news\/articles\/2021-01-19\/fitness-industry-may-never-return-to-its-old-ways-after-covid-19\" target=\"_blank\" rel=\"noopener\">$32 billion industry<\/a>, but it&#8217;s not one undefined grouping.\u00a0Instead, it&#8217;s a <a href=\"https:\/\/www.sogolytics.com\/blog\/market-segmentation-a-critical-component-of-company-strategy-and-roi-success\/\" target=\"_blank\" rel=\"noopener\">combination of segments<\/a> that cover:<\/p>\n<div class=\"div-minispacer\"><\/div>\n<ul>\n<li>Aerobic enthusiasts who love spin classes, treadmills, and elliptical trainers<\/li>\n<li>Body sculptors and weightlifters<\/li>\n<li>Stretching, palates, and yoga lovers<\/li>\n<li>Circuit training adherents<\/li>\n<\/ul>\n<p>And the above include enthusiasts who exercise:<\/p>\n<div class=\"div-minispacer\"><\/div>\n<ul>\n<li>Independently<\/li>\n<li>Privately with instruction<\/li>\n<li>In groups with organized classes<\/li>\n<li>Virtual workouts across all of the above (an incredibly popular new option)<\/li>\n<\/ul>\n<p>In essence, the pandemic left us with a massively diversified gym experience and a <a href=\"https:\/\/www.sogolytics.com\/blog\/behavioral-segmentation\/\" target=\"_blank\" rel=\"noopener\">behavioral segmentation<\/a> that\u2019s constantly evolving.<\/p>\n<div class=\"div-spacer\"><\/div>\n<h2>Light at the end of the tunnel<\/h2>\n<p>Of course, it\u2019s easy to hammer home the dark side of a health crisis, but let\u2019s review some silver linings:<\/p>\n<div class=\"div-minispacer\"><\/div>\n<ul>\n<li>People across many industries moved into <a href=\"https:\/\/www.sogolytics.com\/blog\/solid-rules-in-fluid-workspaces-boosting-productivity-while-working-remotely\/\" target=\"_blank\" rel=\"noopener\">remote working mode<\/a>\u00a0\u2013 and loved it because it created more family and exercise time. Moreover, it eliminated driving to the office through rush hour traffic. The flexible hours were just what the doctor ordered for meditation or snatching 45 minutes on the bike (stationary or otherwise).<\/li>\n<li>From the company viewpoint, employers could also cut down on office leasing overhead and take advantage of freelancer services. The latter functions on paying for only what you need, with no vacation, paternity, health benefits, or end-of-year bonus.<\/li>\n<\/ul>\n<p>According to the Bloomberg article (cited above):<\/p>\n<div class=\"div-minispacer\"><\/div>\n<ul>\n<li>Radical shifts in commuting patterns and lingering virus fears (despite vaccine rollouts) kept on-premises workouts in doubt.<\/li>\n<li>Still, 75 percent of gym subscribers indicated they would return to traditional in-gym workouts. The significant jump in health club attendance from January 2021 bears this out.<\/li>\n<li>ClubIntel\u2019s survey indicated that 57 percent of respondents cutting gyms out of their lifestyle confessed to a lack of confidence as the primary reason. They doubted that gym owners had hygiene and cleanliness under control.<\/li>\n<li>There\u2019s no doubt that months of home workouts set up the virtual gym experience (VGX!) as a permanent contender, and there was no going back.<\/li>\n<\/ul>\n<p>Today, traditional health clubs are in an intense battle with industry disruptors. For example, consider Apple\u2019s rollout of a virtual fitness subscription service that\u2019s live-streaming workouts (for as little as $80 annually). The juggernaut company calls it Fitness+ and it\u2019s functional on all Apple devices and platforms. In 2019, only 7 percent of the target market responded to this option. By 2020, that figure had risen to 80 percent.<\/p>\n<div class=\"div-spacer\"><\/div>\n<h2>A hybrid gym experience<\/h2>\n<p>Yes, gym owners struggling to build back revenues cannot ignore consumers&#8217; altered tastes. So, they&#8217;re delving into innovative ways of providing instruction through multimedia. As a result, hybrid programs mixing on-premises visitation with virtual options are becoming increasingly popular.<\/p>\n<div class=\"div-minispacer\"><\/div>\n<p>Now, on-demand and livestream group sessions are part of the gym experience equation, with 72 percent of club owners now offering these options, versus only 25 percent in 2019 (according to ClubIntel).<\/p>\n<div class=\"div-spacer\"><\/div>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-52815\" src=\"https:\/\/www.sogolytics.com\/blog\/wp-content\/uploads\/2022\/01\/GettyImages-1285316095-1024x683.jpg\" alt=\"pandemic gym experience\" width=\"1024\" height=\"683\" srcset=\"https:\/\/www.sogolytics.com\/blog\/wp-content\/uploads\/2022\/01\/GettyImages-1285316095-1024x683.jpg 1024w, https:\/\/www.sogolytics.com\/blog\/wp-content\/uploads\/2022\/01\/GettyImages-1285316095-300x200.jpg 300w, https:\/\/www.sogolytics.com\/blog\/wp-content\/uploads\/2022\/01\/GettyImages-1285316095-768x512.jpg 768w, https:\/\/www.sogolytics.com\/blog\/wp-content\/uploads\/2022\/01\/GettyImages-1285316095-600x400.jpg 600w, https:\/\/www.sogolytics.com\/blog\/wp-content\/uploads\/2022\/01\/GettyImages-1285316095-50x33.jpg 50w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/p>\n<div class=\"div-spacer\"><\/div>\n<h2>Conclusion<\/h2>\n<p>The impact of COVID-19 on gyms and health clubs is far from settled, and it remains to be seen how the landscape will look in three, six, or 12 months. Regardless, the best way for gym or health club managers or owners to get a handle on what members prefer is to utilize a well-constructed survey. And any gym is advised to implement a member experience program to better understand where things are headed. Don&#8217;t hesitate to <a href=\"https:\/\/www.sogolytics.com\/request-a-demo\/\" target=\"_blank\" rel=\"noopener\">reach out<\/a> to Sogolytics for assistance.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>When the pandemic hit, it put all of us into a state of universal uncertainty. At the center of the confusion was the lack of knowledge about how the virus spread. Warnings aired daily about keeping all surfaces germ-free, washing hands, quarantining grocery packages, cleaning food, and wearing masks. COVID-19 transmission through the air was considered a possibility. Other ways, not so much, but a &#8220;rather safe than sorry&#8221; philosophy drove the scientific precautions that medical experts asked us to apply. Social distancing was arguably the most used new term in 2020. Indoor activities were seen as highly risky, but outdoor activities were much safer &#8212; right? And crowds in either situation were out \u2013 even small groups were quite &#8220;iffy.&#8221; The threat to the daily workout In exploring the impact of the pandemic on gyms and health clubs, an informative Bloomberg overview\u00a0offers a good starting point. The article highlights results of a recent survey and cites health club CEOs&#8217; opinions, providing a valuable range of perspectives. At the outset of the pandemic, virtually all of the medical experts agreed that health clubs and gyms posed a risk for disease transmission, likely through: Equipment stations placed a couple of feet apart Sweat flying in all directions Heavy huffing and puffing, spittle flying everywhere Poor ventilation and sanitization Group classes in confined spaces with all the above in play In short, if you were looking to catch a dose of the virus with 100 percent certainty, a health club was the [&hellip;]<\/p>\n","protected":false},"author":39,"featured_media":49238,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[204],"tags":[415,176,351,776,775,777,771],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v19.7.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Feel the Burn: The Pandemic&#039;s Impact on Health Clubs and Gyms - Sogolytics Blog<\/title>\n<meta name=\"description\" content=\"Health clubs and gyms struggled throughout the pandemic. Here&#039;s how they fared and what the future holds for the industry.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.sogolytics.com\/blog\/pandemic-impact-on-health-clubs-gyms\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Feel the Burn: The Pandemic&#039;s Impact on Health Clubs and Gyms - Sogolytics Blog\" \/>\n<meta property=\"og:description\" content=\"Health clubs and gyms struggled throughout the pandemic. 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