Before the COVID-19 pandemic, the gym experience was largely defined by physical spaces and group training sessions. Gyms were places where people gathered to push their limits, driven by the energy of being around others with similar goals, fostering a sense of community and motivation.

When the pandemic hit, everything changed. Gyms closed their doors, and the digital fitness experience surged. Social media became a platform for “Fitpros”—fitness professionals who amassed large followings by offering workout routines, advice, and motivation online. Now, as we navigate the post-COVID world, new opportunities arise for gyms to redefine their role in people’s lives. The question is: how can gyms win the game in this new era?

Disrupting the Norm with Smart Fitness

As a result of the pandemic, Peloton witnessed its membership skyrocket, reaching over 4.4 million subscribers by the end of 2021, a clear indication of how rapidly the landscape of digital fitness shifted. This digital revolution allowed people to continue their fitness journeys from home, but it also highlighted the limitations of virtual experiences.

Despite the changes in how people exercise, the fundamental challenges they face remain the same. Motivation, consistency, and overcoming physical and mental barriers are still at the core of fitness journeys. Gyms have the unique advantage of addressing these challenges in ways that digital platforms cannot fully replicate.

The Rise of Smart Fitness

We keep seeing new hardware and software solutions emerge that can optimize and enhance the customer experience. For instance, smart gym equipment can track progress, provide personalized feedback, and even integrate with apps to create a seamless workout experience. Virtual reality (VR) is another innovation that could revolutionize how people train, offering immersive environments that make exercise more engaging and effective.

According to a report by Allied Market Research, the global smart fitness market is expected to reach $59.23 billion by 2027, highlighting the significant potential for gyms to integrate these technologies. Gyms that embrace these innovations can differentiate themselves and provide added value to their members.

Social Connections: The Power of Community

One of the most significant losses during the pandemic was the human touch. People crave connection, and this is where gyms can truly excel. Hospitality in gyms goes beyond customer service; it’s about creating an environment where members feel welcome, valued, and part of a community. This human connection is something that digital platforms struggle to replicate.

Research published in the Journal of Environmental Psychology emphasizes the importance of social interaction in physical spaces, noting that environments that foster social connections can enhance well-being and increase loyalty. Gyms that prioritize hospitality can build stronger relationships with their members, leading to higher retention rates.

The social aspect of gyms—whether it’s chatting with a workout buddy, joining a group class, or participating in gym events—adds another layer to the experience. These social connections can enhance motivation, create accountability, and make exercise more enjoyable.

Gyms also offer a unique opportunity for learning and inspiration. Watching others train, trying new exercises, and exchanging ideas are all part of the gym experience. This collective learning environment is something that can’t be fully replicated online. Seeing others push their limits can motivate members to do the same, and learning from experienced trainers and peers opens up new possibilities for growth.

A Shift Towards Holistic Health

In recent years, there has been a growing emphasis on holistic health—an approach that considers every aspect of an individual’s well-being, including fitness, nutrition, recovery, and mental health. Gyms are increasingly evolving into health clubs that offer comprehensive services to address these interconnected areas.

For instance, Equinox has rebranded itself as a “temple of well-being,” offering not just fitness facilities, but also nutrition counseling, spa services, and mental health support. Life Time Fitness and 24 Hour Fitness have also expanded their offerings to include wellness programs that go beyond traditional exercise.

This shift towards preventive health presents a significant opportunity for gyms. By positioning themselves as holistic health hubs, they can attract a broader audience and provide more value to their members. According to a report by Grand View Research, the global wellness market was valued at over $4.9 trillion in 2020, and it’s expected to continue growing. Gyms that tap into this trend can benefit from new revenue streams and increased member loyalty.

Final Thoughts

The gym experience has undergone significant changes in recent years, and the post-COVID era presents new opportunities for growth and innovation. By leveraging technology, fostering social connections, and embracing holistic health, gyms can reshape their offerings and create a more engaging and profitable experience for their members.

Gyms have the opportunity to not only adapt to the new normal but to redefine what it means to be a gym in the 21st century. Those who seize this moment to innovate and evolve will be the ones who lead the industry forward.

Gonzalo Amuchastegui
Co-Founder and CEO at Amalgama. With a strong background in business and ontological coaching, he’s been an Agile Mentor, COO, and Business Developer. Gonzalo is now a father of two, who in his spare time enjoys tennis, golf, and spending time with his family. He’s also been a former sailing competitor, the sport where he met his co-founders, with whom he started Amalgama.