The health and wellness industries have been growing in recent years, with some estimates placing last year’s earnings at around $4.2 trillion. The most successful sectors include beauty, personal care, nutrition, weight loss, and fitness.
People are now simply more aware of what they need to do to take care of their bodies, and the solutions are often just a few clicks away. However, the global pandemic has shifted the way many wellness companies can present their services to the target audience, especially those in the fitness sector. Here are some of the changes that the fitness industry, in particular, is facing at the moment.
The health and wellness industry is heading in new directions. Interestingly enough, much of the change was predicted well before the pandemic affected the market.
Many predictions showcase that the industry will start focusing more and more on a holistic approach to wellness and health. Other notable trends in the industry include:
- Embracing technological advances that can help support businesses in this sector;
- Focusing on the mindfulness concept;
- Massive growth of the physical activity economy.
But what does this mean for marketers, especially in the context of the global pandemic which doesn’t show clear signs of slowing down just yet?
Well, as with any shift in the industry, marketers will have to adapt their approach to how they reach users and find a way to cater to their needs. This can be done by analyzing how people are interacting now with health and wellness businesses, especially in terms of services, not just products.
Because the gyms either closed down or limited their activity because of the COVID-19 pandemic, many people have had to rethink their approach to fitness. This meant creating workout spaces right at home, even with limited room, to allow consumers to continue working on their wellness even in less than stellar conditions.
For the industry, this has led to an increase in gym equipment sales, as well as online content consumption. And businesses who’ve been quick to create content specifically for at-home workouts have seen the most success.
The number of fitness apps users increased by 27% this year. These apps provide a convenient way for people to work out, especially when you consider guided programs that show the user what exercise to do and how. Users can choose the type of workout based on desired results.
It’s expected that this growth will not slow down even after gyms open back up.
Gyms have also had to adapt to these times and address people’s need to feel motivated and engaged during workouts. The solution has come in the form of a class hosted via Zoom, which has helped consumers get a sense of normalcy in these times.
Like with fitness apps that provide guided workouts, Zoom workouts are also convenient and help the consumer take part in an activity from the comfort of their own home. What’s more, personal trainers can adapt the workouts to ensure their audiences can easily do them from home.
Such changes were likely always bound to happen, but the COVID-19 pandemic has definitely accelerated things up quite a lot. Still, it seems the focus now is for the industry to adapt and offer consumers high-quality services using technology, and allow for remote (and safe) workouts and activities.
Looking for ways to engage your audience during these uncertain times? The excelerate team is happy to help, so contact us now!