Research on the Problems and Countermeasures in the In-Person Fitness Industry in the Post-pandemic Era

Abstract

People worldwide have realized the importance of fitness since the Covid pandemic. Although the fitness industry is expected to grow rapidly after the post-pandemic era, the in-person fitness industry is in danger of being replaced by the newly emerged online fitness industry. Many studies have identified this future trend online fitness industry; however, few have given suggestions for the in-person fitness industry in terms of their future direction. Therefore, this study proposes strategies for the in-person fitness industry to thrive with the online fitness industry. The methods are to compare the product, place, price, and promotion of two in-person gym brands- Will’s and Supermonkey- and identify their similarities and difference. Then, the study will analyze a successful online fitness brand, Keep, and identify its advantages compared to in-person gyms. Through these comparisons, the study will propose the business model of in-person gyms to be competitive with the online fitness industry. The study found that Supermonkey’s business model is not replaceable by online fitness. Therefore, the study concludes that Supermonkey employs a better business model to make it competitive with the online fitness industry. Then, this study suggests in-person gyms from four business aspects to improve their business model: product, place, price, and promotion. In terms of product, the study proposes in-person gyms to develop their unique product feature, focus on community activities, and improve coaching quality. In terms of place, the study proposes in-person gyms to locate in both commercial and residential areas and offer both digital and physical products and services. In terms of price, the study proposes in-person gyms to combine the membership and pay-per-use methods. In terms of promotion, the study suggests in-person gyms minimize direct promotion of sales to the consumers; instead, in-person gyms could promote through exciting events and unique gym design.