PERSPECTIVE : REFLECTIONS OF INDUSTRY LEADERS
THE FUTURE OF FITNESS IS
PHYGITAL
The challenge for our industry is to meld the physical and digital worlds into a more compelling proposition that entices new members and better serves existing ones , writes industry observer and consultant Emma Barry .
P hygital ( physical plus digital ) is a
marketing concept that brings together the best of online and offline environments to create a more efficient , immersive and relevant customer experience . In short , you are trying to capture attention , and keep it .
The pandemic has accelerated existing trends , with digital being the main event . Digitally delivered workouts , remote personal training and app-based solutions experienced hockey stick growth over the forced pause . On the other hand , physical spaces in most places were closed or severely limited in terms of capacity , forcing people to seek fitness solutions outside or online and alone in their garage .
The trick now is to meld the two worlds into a more powerful proposition for members . Something that entices the 50 % of new members we lose and that reaches the 80 % of the market that remains untapped and unmotivated .
A great ‘ phygital ’ example from the retail world is Rebecca Minkoff ’ s fashion brand which enables shoppers at the flagship store to select garments from a touch screen and then be alerted when the fitting room with those outfits is ready for them . Furthermore , any requests for a different size , style or colour can be requested from a screen in the fitting room . This seamless experience illustrates how we can combine our desire to touch and feel products with the supportive technology that manages logistics .
With 72 % of internet users shopping online ( IAB Spain ’ s annual ecommerce study ) and 52 % buying in online and physical sites , there is clear market readiness for these aspects to co-exist .
So how does this transfer to the fitness world ? Pre-pandemic , we were debating the evils of digital and virtual fitness offerings , pre-occupied with the resulting erosion of live experiences . Our approach was very binary – it was one or the other . But as it turns out , it ’ s an ‘ and ’ rather than an ‘ or ’ conversation . Both exist in the new world and , as connected fitness ( Peloton , Echelon , Mirror , Hydrow , Tonal and friends ) have taught us , the future is a juncture where physical and digital co-exist in the same customer journey to increase engagement , efficiency and efficacy .
The addition of biometric tracking , such as with MyZone or Apple Watch , is a great example of using digital tools to enhance the in-person experience . The gamification in such communities as Strava and Zwift with leaderboards , member interactions and challenges , has also proven its gumption . Combined , these provide the power of personalisation and accountability , with both arms wrapped around its community .
We yearn to be social , part of something bigger , to interact , be entertained , experience something memorable . The physical world is our meeting place and the magic of connecting in real life provides full sensory stimulation , camaraderie , one-on-one coaching and motivation . Interpersonal interactions remain important to us . As Ian Mullane , author of
The Future of Fitness white paper and CEO of keepme . ai ( an AI powered CRM system for the fitness industry ) would contend , we are all part of a greater ecosystem – we just need to establish which part of it we will play in .
Follow the big brands and Big Tech to track where we are going , as they are leading the charge . Apple Fitness + has brought together the whole experience , combining biometrics , music , workout content and daily movement challenges ( close your rings ). Amazon has Halo , Facebook created wearables , Google now owns FitBit , Equinox + harnessed Whoop , and Peloton purchased Precor – all to create more engaging and complete experiences for consumers .
The concept of ‘ phygital ’ sits at the sharp end of the full 360 ° marketing experience . The coexistence of the physical with the digital world has the potential to intensify the experience for the consumer . To realise this potential , fitness businesses must accept that it ’ s time to write a new playbook embracing both worlds , while remaining data-led , customer-centric and curious . This will require us to examine all processes ( online and offline ) in the customer journey , and redefine the most efficient , intoxicating and personalised ways to meet customer wants and needs . In doing so , we can create a ‘ stickier ’ experience that entices members to maintain the behaviours that enhance their health and happiness .
Emma Barry Emma is fluent in what happens next in fitness . She is a Global Fitness Authority , advising innovative fit tech , well tech and health tech businesses , and is co-founder and Chief Creative Soul at executive search brand Good Soul Hunting . In past lives Emma was a founding member of Les Mills International and Director for Equinox .
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