It’s never been a better time to be a consumer of exercise services.
Today, fitness enthusiasts enjoy access to an ever-expanding offering of workout possibilities, a high degree of personalization, and world-class guidance.
Credit goes to improvements in the programming provided by the cardio equipment in clubs, and to streaming services that usher interactive workout communities into homes.
Having grown up with—or gotten quite comfortable with—digital experiences of every sort, club members now expect novel, engaging, and entertaining exercise options to be available to them nonstop, 24/7/365.
Though operators have done a fine job of involving and activating clients in many areas of the club—think group x classes and small-group training—the cardio floor has been a rather solitary space. Members have tended to isolate themselves with ear buds, while focusing on a finite menu of exercise programs, workout metrics, and entertaining, or, at the very least, distracting internet choices.