Talking point: Everyone's talking about ... filming in gyms
For every member with a tripod and a big following, there are others irritated at the way equipment is being hogged or wary they’ll be in the background on someone’s Insta feed. Do influencers offer valuable, free marketing or are they just a nuisance? Kath Hudson finds out how operators are responding
Filming in gyms: good for marketing or bad for business? Shutterstock / new africa
LifeFit Group has a code of conduct for influencers / LifeFit Group
Samuel Strüning
Head of brand marketing, LifeFit Group
It’s not surprising that filming is becoming more of an issue. Social media and fitness culture are deeply intertwined today. We’re seeing more tripods on the gym floor, more ring lights, more creators producing content. The vast majority of our members are fine with it, but we’ve noticed that complaints tend to arise around specific behaviours: someone blocking equipment for extended takes, filming in busy areas during peak hours, or – most critically – other members appearing recognisably in the background without consent.
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Fitness is already among the top three markets in the metaverse, with new technology and partnerships driving real growth and consumer engagement that looks likely to spill over into health clubs, gyms and studios
“We ended up raising US$7m in venture capital from incredible investors, including Andreessen Horowitz, Khosla Ventures, Primetime Partners, and GingerBread Capital”
Many apps help people track their
health, but Humanity founders
Peter Ward and Michael Geer
have put the focus on ageing,
to help users to see the direct
repercussions of their habits.
They talk to Steph Eaves
Workout Anytime created its app in partnership with Virtuagym. Workout Anytime’s Greg Maurer and Virtuagym’s Hugo Braam explain the process behind its creation
Researchers at the University of Copenhagen have conducted a meta analysis of all relevant research and found that the body of evidence shows an impact
Content providers have been hugely active in the fit tech market since the start of the pandemic. We expect the industry to move on from delivering these services on a ‘broadcast-only’ basis as two-way coaching becomes the new USP
“The future of sports and fitness are dependent on the climate. Our goal is to positively influence the future of our planet by instilling a global vision of wellbeing and a sense of collective action”
“When you’re undertaking fitness activities, unless you’re on a stationary bike, in most cases it’s not safe or necessary to be tied to a screen, especially a small screen”
“We noticed a big gap in the market – customers needed better insights but also recommendations on what to do, whether that be customer acquisition, content creation, marketing and more”
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Talking point: Everyone's talking about ... filming in gyms
For every member with a tripod and a big following, there are others irritated at the way equipment is being hogged or wary they’ll be in the background on someone’s Insta feed. Do influencers offer valuable, free marketing or are they just a nuisance? Kath Hudson finds out how operators are responding
Filming in gyms: good for marketing or bad for business? Shutterstock / new africa
LifeFit Group has a code of conduct for influencers / LifeFit Group
Samuel Strüning
Head of brand marketing, LifeFit Group
It’s not surprising that filming is becoming more of an issue. Social media and fitness culture are deeply intertwined today. We’re seeing more tripods on the gym floor, more ring lights, more creators producing content. The vast majority of our members are fine with it, but we’ve noticed that complaints tend to arise around specific behaviours: someone blocking equipment for extended takes, filming in busy areas during peak hours, or – most critically – other members appearing recognisably in the background without consent.
Sign up here to get Fit Tech's weekly ezine and every issue of Fit Tech magazine free on digital.
Fitness is already among the top three markets in the metaverse, with new technology and partnerships driving real growth and consumer engagement that looks likely to spill over into health clubs, gyms and studios
“We ended up raising US$7m in venture capital from incredible investors, including Andreessen Horowitz, Khosla Ventures, Primetime Partners, and GingerBread Capital”
Many apps help people track their
health, but Humanity founders
Peter Ward and Michael Geer
have put the focus on ageing,
to help users to see the direct
repercussions of their habits.
They talk to Steph Eaves
Workout Anytime created its app in partnership with Virtuagym. Workout Anytime’s Greg Maurer and Virtuagym’s Hugo Braam explain the process behind its creation
Researchers at the University of Copenhagen have conducted a meta analysis of all relevant research and found that the body of evidence shows an impact
Content providers have been hugely active in the fit tech market since the start of the pandemic. We expect the industry to move on from delivering these services on a ‘broadcast-only’ basis as two-way coaching becomes the new USP
“The future of sports and fitness are dependent on the climate. Our goal is to positively influence the future of our planet by instilling a global vision of wellbeing and a sense of collective action”
“When you’re undertaking fitness activities, unless you’re on a stationary bike, in most cases it’s not safe or necessary to be tied to a screen, especially a small screen”
“We noticed a big gap in the market – customers needed better insights but also recommendations on what to do, whether that be customer acquisition, content creation, marketing and more”