As digital technology grows increasingly sophisticated, high-quality fitness equipment and expertise are no longer limited to the gym. Instead, functional kit, live class streaming, training apps, downloadable programmes and even virtuaI PTs are now widely available to all, and often at an affordable price. In the face of such offerings, gyms need to make sure their point of differentiation is strong enough to stop people staying at home to workout, rather than visiting the gym.
What can gyms do to make sure they’re offering something that makes them worth the time, effort and cost for the majority of people? Does the answer lie with the expertise available, the personal attention, the social aspect or something else?
We ask five industry experts what gym operators need to do to effectively ward off the threat of the home gym.