In 2024, the fitness industry is emphasizing holistic health. This includes more emphasis on mindfulness training and habit coaching to promote well-being.
Getting new members in the door can be challenging. Understanding their motivations is crucial. Try leveraging diverse marketing channels, from the high-visibility of banner advertising to the immediacy of digital platforms.
The fitness industry continues to evolve, and boutique studios are leading the charge with specialized workouts that cater to members’ specific needs. While powerlifting will never go out of style, workouts that focus on functional fitness are gaining momentum, as well as those designed to improve balance and mobility.
Another trend to watch for is a greater emphasis on the importance of the mind-body connection. This could take the form of more mindful movement, breathwork, or even meditation classes. It is also likely that there will be a greater emphasis on the integration of nutrition counseling and mental health support into gyms and yoga studios.
In addition to a new focus on mindfulness, a growing number of studios are offering more functional and high-intensity workouts. For example, barre studios are incorporating small, isometric movements to get the body that “dancer’s physique,” and Les Mills has just launched a class called ‘Body Balance’ that combines Pilates, cardio, and strength training with breathing exercises.
While many fitness enthusiasts are aiming to add a variety of new workouts to their repertoire, others are sticking with the classics. Studios need to offer a variety of options to ensure they appeal to a wide range of clients, and to encourage their customers to try new workouts that might be out of their comfort zone.
Finally, studios need to provide a personalized experience that keeps customers engaged and motivated. This can be done by providing workouts that align with a particular mood or life scenario, as well as integrating technology like AR and VR. For example, a new ‘Mood Glossary’ from Ladies Who Crunch allows users to filter classes by emotion and life scenario such as ‘Angry’ or ‘Long Day at Work’, while Peloton’s latest virtual class has been designed to help people release stress.
By following these tips, gyms and yoga studios can create a unique experience for their clients and set themselves apart from the competition. This will drive client retention, boost revenue, and position a brand as a leader in the fitness space.
Hybrid Workout Models
One of the most important trends to watch for in 2024 is hybrid fitness. This model combines onsite workouts at your physical facility with digital workouts for members to complete on their own in the comfort of their homes, and it can be an excellent way to drive membership growth and increase retention.
Whether you offer a live-streaming option or provide on-demand videos of your classes, you must create an engaging engagement strategy for your members. This will help to keep them connected and motivated, even when they can’t make it to the gym. You’ll also want to make sure you’re providing the same quality of instruction for both in-person and digital members, which will require some investment in equipment and instructors’ training.
A hybrid personal training program can be a great way to empower your in-person clients to take responsibility for some of their independent workouts and improve accountability. Plus, it’s easier to teach new exercises and demonstrate proper form in person than via video or email.
You’ll need to be clear with your clients that these workouts will not be the same as their in-person sessions, but that doesn’t mean they should be shorter. You should make sure each session is as long as it needs to be based on the client’s experience level and goals.
For example, if a beginner client needs an hour-long workout to achieve their goal of losing weight, you’ll need to plan for that when writing their Hybrid training programs. Similarly, a highly competitive athlete may require a 90-minute workout for their optimal performance and injury prevention.
Hybrid workouts can also include both strength and cardio training, which helps to boost muscle mass and improve metabolic health. The key is to balance each workout with a rest day to ensure both muscles and joints have adequate recovery time.
If you include both resistance and cardio exercises in your hybrid training, it’s recommended to perform each of these workouts on different days. This will prevent overtraining and maximize the benefits of each exercise. If you plan to incorporate a cardio workout, it’s best to do that early in the day, 3-6 hours before your resistance workout.
UGC as a Marketing Tool
User-generated content (or UGC) is a powerful marketing tool that can help brands build trust and credibility with potential customers. It can take the form of written reviews, social media posts, online platform content with images and videos, and more. The goal of using UGC is to promote products and services through the voices of real people, which can be more persuasive than traditional marketing techniques.
UGC can be used in a variety of ways, from product descriptions and social media postings to email marketing campaigns. Authentic customer reviews and testimonials can boost sales, while branded content from employees and influencers can also increase brand awareness and loyalty.
Incorporating UGC into a gym yoga studio’s marketing strategy can be as simple as reposting someone else’s Instagram story. Just make sure to ask permission and credit the creator properly. TikTok is another great source of UGC, but it’s important to use it with caution. It’s better to stick to video content that’s more candid and less polished, as it can resonate with users more than highly refined and slickly produced videos.
It’s also a good idea to encourage employees to share UGC on their personal social media accounts, as it can further boost reach and add a more human face to your company. This type of marketing is known as gamification, and it’s a proven way to foster long-term relationships with consumers.
It’s also a good idea to incorporate a rewards program into your gym yoga studio’s marketing strategy, as it can boost both retention and revenue. In addition to offering a free membership for referrals, you can offer incentives such as a gift card or discounted class passes for members who buy a certain amount of classes or products. In return, you can gain a loyal following of customers who are more likely to continue purchasing and recommending your products or services to others. This can lead to a sustainable and growing income for your business.
Incorporating AR & VR
Aside from helping people get into and stick with their workout routines, augmented reality and virtual reality offer gym-goers a range of other benefits. Augmented reality allows for a multitude of exercises to be simulated, so users won’t become bored by doing the same workout all the time. And with AR headsets weighing in at around 80g, they won’t add extra strain to an already strenuous workout either.
Similarly, VR can be used to gamify workouts and create immersive experiences for users that will help them feel fully immersed in their exercise experience. For example, a full-body VR workout could be simulated through rowing machines or even a zombie apocalypse, which can increase the fun factor and help participants stay focused on their fitness goals.
The COVID-19 pandemic forced countless yoga studios to close, but many yogis continued their practice at home via YouTube and virtual classes. Smart glasses can take these solo sessions to the next level by delivering a more immersive experience, such as holographic instructors, that will make a big impact on how yogis perform their exercises and feel connected to their bodies.
These trends will set boutique fitness studios apart from the competition in 2024. With the right tools and support, they can be used to boost member retention, attract new members, and drive revenue growth. So, whether you want to create a more engaging gym-going experience or introduce a virtual training program, it’s worth taking the plunge. With the right guidance, you can turn your gym into an industry-leading powerhouse and get ahead of the curve in the fitness world.