Technology will be a crucial part of the home fitness experience. Over 50% of respondents want equipment that comes with an app and 55% want something that offers coaching, so there is a strong desire to feel part of a social, digital community. The future of home fitness is likely to be driven by non-intrusive tech like machine vision, motion sensing, AI and voice UI. These are advances that give users freedom of movement but add a layer of intelligence via smart coaching, expert guidance and positive nudges. Wearable tech is also due for another growth spurt with over 80% of the Generation Z demographic either already monitoring various aspects of their health or wishing to. While the first wave focused on fitness data capture and notifications, the next wave will use data to provide customised health, fitness and nutrition based plans.
The pace of change in the fitness industry is accelerating with new business models disrupting long established norms. Apps, gamification, on-demand content and personalised offerings are all part and parcel of this new environment. Little did Fast Company know when back in January 2020 they said; “The gym is no longer simply a place just to exercise; it’s the new gathering place” how the world was about to change. They were, however, right that community and connected technology was going to play a key part in our future fitness lives. With vast numbers planning not to return to gyms, people are seeking pro-grade, digitally connected gear in their home.
If brands are going to make inroads into this expanding market, they need to understand people’s new hierarchy of needs, and the barriers to a good home fitness experience. ‘The New World of Home Fitness’ report provides a range of insights based on primary research – let us know if you are interested in delving deeper on how pro-gear brands can extend their reach.
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