Benjamin Raziel
Four years into the 2020s, the fitness industry has experienced two rapid changes.
The COVID-19 pandemic has dealt a major blow to big-box gyms stocked with exercise machines, treadmills, free weights and cardio stations, leaving them largely empty for nearly two years, while at-home fitness alternatives like cycling giant Peloton have soared in popularity.
Now, the fitness world is shifting again: People are less interested in working out alone in their spare rooms or garages, and are instead looking for a sense of community and direction. But this desire for camaraderie and specificity isn’t prompting a return to pre-pandemic exercise norms.
“Big box gyms have reopened, but many people no longer find them appealing,” said fitness entrepreneur Anthony Geisler. “People love the specialized, instructional nature of at-home workout products like Peloton, but they also want to train with other like-minded people. They want that blend of expertise and community.”
The fitness industry is rushing to embrace this new demand, Geisler explained, incorporating elements of the pre-pandemic in-person fitness model with the emphasis on personalization that consumers have come to expect. People want to work out together in specialized classes, but the pandemic has brought a focus on wellness and smaller class sizes. Workout programs that once hosted 50 students per class, from cycling to Pilates, are now down to just 18 to 20.
“The future of fitness will be centered around curated experiences. People want to get personalized workouts while also working out together,” Geisler said.
Small class sizes aren’t just a response to a wider range of health concerns: Fitness enthusiasts want to share their workouts with others they know, while still receiving expert guidance. Research shows that exercising in a group is more fun and increases accountability and consistency than working out alone.
In this new paradigm, boutique gyms are thriving. These facilities offer a curated alternative to traditional gyms while fostering a sense of community that has been missing in the fitness world. They also differentiate themselves by often only offering group classes, providing incentives for continued participation and socializing with fellow participants.
“As the fitness industry enters a new era of innovation and brands seek to make group exercise more meaningful and enjoyable than ever before, one thing is clear: the boutique fitness experience is here to stay,” Geisler said.
In just a decade, fitness brands like Orangetheory and Barry’s Bootcamp have helped communities across the country achieve their fitness goals by offering specialized classes that combine different training structures. These brands combine high-intensity interval training (HIIT) with strength and mobility training to give subscribers a more focused, thoughtful workout.
These brands have built communities of loyal subscribers, and their drive to recruit new members has become a valuable marketing tool.
“Our community is a huge driver of new customer acquisition,” Barry’s Bootcamp CEO Joey Gonzalez said in a recent Forbes magazine article. “Our customers become evangelists for the brand and are eager to share their experience with their own networks. Even celebrities are happy to share through word of mouth and social media.”
The resurgence of group training may signal that consumers are tired of working out alone or receiving workout routines on a screen. Geisler said the mass rejection of at-home workouts presents an opportunity for the fitness industry to innovate on the old model that has dominated the industry for so long.
“We’ve all experienced the limitations of technology in facilitating online fitness communities,” Geisler said. “While technology has driven some significant innovation within the industry, it’s clear that consumers want social fitness experiences that are personalized to them. It’s up to brands and entrepreneurs to facilitate these experiences in new and innovative ways.”