The Gym Group has announced it will expand its agreement with Fiit, the tech platform that has been powering its hybrid offering, as well as serving up content for its pilot club-in-club studios which have been installed in Oxford Circus, Altrincham and Tottenham White Hart Lane.
Darwin said the extended partnership with Fiit will see 200 workouts being available on The Gym Group app, although members still really enjoy in-person group exercise.
Upgrades to the app in 2021 have made it “as good or better than any current competitor app based on app store and android ratings”, said Darwin, while app usage has doubled in the last year and the use of the website by members has fallen as a proportion of overall tech usage.
The company published its full-year results for 2021 this week and announced plans to open 28 new sites in 2022.
Plans for 2022 also include a £7m rebrand which will see the company moving from being called The Gym to The Gym Group and marketing using The Gym Group name in January and February has already led to a 28 per cent increase in web traffic for this domain name, according to Darwin.
The company is working with data analyst Merkle and investing more in performance marketing and says it’s growing its market share as the overall market develops.
Also in the works is a new software setup that will launch in April 2022. The new platform will offer deeper data insight into the business and also enable more pages of content, better SEO and conversion. There will also be an increased focus on retailing.
Darwin said around 3 per cent of revenue is being spent on tech.
For full details of The Gym Group's 2021 results and 2022 plans, click here to read the latest news from HCM, the sister magazine of Fit Tech.
