According to the European Health and Fitness Market Report 2022, thanks to 56.3 million users and 17.1 billion Euro in revenue in 2021 (+3.8 compared to the previous year), the European fitness market has resumed growth after the slowdown caused by the pandemic. The numbers are not yet those of 2019, but the recovery is steady and sustained
In Italy, unfortunately, the picture is quite different. From second place in 2016, in 2021 Italy slipped to twelfth place in the ranking of the twenty European countries with the most frequent users of fitness centres and gyms.
Why does this happen? There are two main reasons. Firstly, the decline of traditional fitness activities. That the traditional gym’s range of options (weight room, training room, cardio area) no longer satisfies the needs of consumers is reflected in the numbers. According to various studies and research, the drop-out rate in gyms is close to 70 per cent.
The second reason lies in the change in fitness habits caused by the pandemic. Today’s user prefers a mixture of outdoor, home and gym activities, so clubs and fitness centres have even more difficulties in attracting and retaining customers.
The Worldwide Survey of Fitness Trends 2022, the annual ranking of fitness trends compiled by leading US bodies, leaves little room for interpretation. The gym activities that attract today’s user are mainly three:
1. Strength training
2. Weight-loss training
3. High-intensity training.
Traditional group classes, aerobics to be clear, in vogue for so many years, today slip down the rankings. Precisely in 20th place.
It is clear that the traditional gym format is not the best strategy for increasing users and profits. How, then, to break the deadlock? The solution to stand out in the market is to differentiate yourself. Let’s see how.
The first question to ask is how to propose in an innovative way the three types of activities that attract people to the gym today. Is it possible to do this without betraying one’s past?
The answer is affirmative and starts with the equipment room. Today you can renew your offer and finally differentiate yourself from the competition with an innovative type of training. That is, high-intensity group lessons that combine strength training and weight loss training, directly in the equipment room.
Don’t know how? Don’t worry. You won’t have to force your users to jump on isotonic machines to increase intensity. The solution is much simpler and comes from TECA’s Stand Up strength circuit, the only system suitable for group training in the equipment room.
Discover Stand Up: https://tecafitness.com/it/teca-standup/
It is about isotonic machines for strength training in a dynamic, circuit-based manner, a peculiarity that enables superior results in terms of slimming, toning and physical performance, in and out of the gym. In other words, the most effective training method for a strong, healthy, toned and athletic physique.
Why Stand Up strength is the new cardio: https://tecafitness.com/it/teca-switching/
Group training on the Stand Up strength circuit combines the benefits of standing training with those of strength training on isotonic machines. In this way, not only is a high energy expenditure obtained through overall muscle work (+125% muscle involvement compared to seated training). But it also trains strength and is done dynamically with maximum benefits for both aesthetic and health-related fitness.
The benefits for the user, and consequently for the gym, do not end here.
Group training in the equipment room also exploits the best known benefits of group classes, such as constant motivation and healthy competition, in a more dynamic and less traditional environment that increases the attractiveness of the club.
Similarly, training together creates the opportunity to socialise for specific targets, such as young people, women or seniors. But doing so in the equipment room means not only socialisation, but also an innovative, safer and also more effective training solution.
Summing up, with group training in the equipment room the gym can renew itself without betraying its past. The new training concept still uses equipment, the pillar of every fitness club. But it does so in an innovative way, making the gym floor much more engaging.
The exclusivity of the machines in the standing position makes it possible to work on various fitness goals (more physical fitness, more endurance, better posture and an overall stronger physique). It will therefore be possible to meet the needs of a wide range of users right from the start. More satisfied and motivated users,means a winning gym.
