Where Is Fitness Headed?
Les Mills founder Phillip Mills on why people build their lives around fitness.
Lauren Parker has been in B2B print and digital publishing her entire career. She has written thousands of business articles on consumer trends, retail, supply chain, lifestyle and apparel, interviewed countless C-suite executives, and attended too many trade shows around the world to count. She is currently a contributor to Athletech News covering industry trends, and recently left Penske Media/Fairchild Media Group (WWD, Sourcing Journal) to join Hertzman Global Intelligence as director of content. Her freelance articles have appeared in The New York Times, Washington Post, Northforker, Southforker, among many others. She holds a Bachelor of Science in Communications from Cornell University.
A declined credit card isn’t necessarily a collections issue, but rather a chance to save recurring revenue before that member walks away.
Gym shoppers don’t clock off when the sales team does. Operators have a growing opportunity to turn late-night searches into tours, and eventually, memberships.
Data from events company Sweatpals shows that while consumers increasingly crave IRL experiences and connections, cities each have their own definition of fun.
Every August and September, members’ routines change, gym attendance drops and cancellations rise. But the back-to-school “churn cliff” need not be an annual inevitability.
Any operator who thinks recovery is just for elite establishments should check their assumptions at the (red light sauna) door.
As lead-to-first-visit conversion softens, retention data suggests the bigger opportunity for Pilates studios may be what happens after the client walks through the door.
The window to turn a first-time visitor into a loyal member is smaller than you may think.
As Pilates and yoga brands look to build long-term community and keep members engaged, many are turning to pop-up events, held inside or outside the studio
Coaches aren’t just for mapping out fitness regimes or nutritional plans. An AI instructor advises fitness operators how to better run their businesses
Call it the Hyrox Hook: Consumers sign up for a race, then look for a place to train. Gyms and studios that lean in are seeing results.
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