Rolling with the Punches: Observations & Predictions Through the Pandemic
The international pandemic that is COVID-19 has certainly changed every aspect life over the past two months. We are both headed into week three of work-from-home orders. Every week brings a bit more of an adjustment. Like most people, we are taking one day at a time, trying our best to stay focused and balance a little self care where possible.
Of course one of the first questions we had as businesses began to close was, “What will happen to our gyms?” We have both found ways to keep moving - whether it’s taking an evening walk or joining classes online. What we wonder most as fitness professionals is how will the pandemic have a long-term effect on the fitness industry. Since we’ve been at home, we’ve mixed up our normal workout routines by taking advantage of live streaming from studios we love and studios we would not normally have access to.
Kellie Williams is a personal trainer, yoga instructor and group fitness instructor in Barry’s Bootcamp. We’ve taken a few of her IG livestreams since being at home and wanted to share her energy with each of you. Find her at: @kelliewfit
One new connection we made and have fallen in love with is Kellie Williams, a personal fitness trainer and instructor at Barry’s Bootcamp in Miami Beach. Kellie has dubbed her Instagram Live Sunday workouts as “Sunday Service,” and they are lit! From the workout to the playlist, her energy reverberates from the screen. You all know when we find #FitGirlMagic and #BlackGirlMagic rolled into one, we love to highlight it, so we reached out to Kellie to get her perspective on what’s happening in the fitness industry.
Check out our observations and predictions how the COVID-19 pandemic has affected the fitness industry and Kellie’s thoughts on how it has all shifted her mindset below.
Observation: Smaller studios were able to pivot to online platforms before larger brands.
We think it would be fair to say that moving online has been a strategy for studio owners well before the COVID-19 crisis. Innovation came quickly from independently-owned studios who often offer more variety than some of the larger brands we know and love. Within the first week of the announcement to close down gyms, there were more boutique studios adopting strategies that got their communities engaged and moving online. Smaller studios tend to have a family feel, which is advantageous, as many "regulars" miss each other, as much as the gym itself. We also noticed many of these studios were able to quickly monetize workouts to ensure that their business is better positioned to bounce back post-pandemic.
Prediction: Studios will reopen with smaller classes and alternate ways to workout is here to stay.
The financial burden is real and everyone will be in recovery mode. Studios will have to open with smaller class sizes, however, we think many of the smaller locally-owned studios will keep an at-home or streaming component as an additional revenue stream and brand expansion moving forward. The pandemic has caused people to change their routines and way of life, leaving them more open to "alternative" options for working out.
But at the end of the day, those communities will come back strong.
"There's nothing like a team of people working together for a common goal in a small setting," said Kellie. "There will never be a substitute for energy and personal connection." Kellie believes, for this reason, boutique fitness will always be the favorite. "Energy you can literally feel and the music, Wow! It will never sound sweeter than the first day we reopen on those big speakers."
Observation : Well-known, national brands, took a little longer to find their place in the "new normal."
No matter how you choose to get moving, I think we will all rejoice when the doors of our favorite studio, gym or Red Room reopens.
Not going to lie, we were surprised that some of the big players in the fitness world weren't as prepared to transition online as quickly as we expected. For example, one of our favorite studios, SoulCycle, seemed to have a hard time finding their footing.
They were challenged with this question, "how do you transition a spin class online when the majority of your clientele doesn't have access to your equipment at home?"
Before the pandemic, SoulCycle was in the process of rolling out their at-home bikes and streaming service in select markets. While the studio has introduced various versions of their class, they still only offer spin. We were in week two or three before the brand began streaming more circuit-based and bodyweight workouts from their instructors for their audience. No judgement, just interesting.
In comparison, Cyclebar, which operates in a franchise model, and smaller cycle studio owners, like Sweat Cycle, and RydeFye, set up options for clients to rent their bikes and stream online. While this took a little extra time to execute, the rent & stream model did allow for a more nimble solution.
Other well-known brands, like Barry's, Rumble Boxing, and newcomer AARMY, were able to easily transition their current classes to effective and efficient at-home workouts. However, the video quality of the workouts was the same as any of your favorite at-home coaches. In its own little way, this made us feel like we are all totally in this together.
Prediction: New opportunities to expand current business models.
We think new and expanded business models will include rent-to-stream and low-to-no equipment offerings for consumers.
Observation: Big box gyms have been so quiet, you can literally hear an echo...
Do big-box gyms (LA Fitness, 24 Hours Fitness, etc.) need to adopt the same model as boutique studios to survive COVID-19? We've found brands like Crunch Fitness has adopted the same model as many boutique studios. However, take a look at LA Fitness' Instagram page. Nothing has been posted in two weeks.
It begs to question, how will they fair post-pandemic? Should more gyms take advantage of a captive audience and showcase the other benefits of fitness, i.e., stress relief? We are an industry that can get creative with how we help people move and groove.
Prediction: Big Box Gyms will be just fine
Gyms are still enjoying the fruits of their most significant marketing season: New Years Day. Let's not forget that a large percentage of fitness enthusiast, actually like to work out alone as their "zen-like me-time." So when those doors reopen, they will be happy to get back to their regular routines.
Also, a lot of gyms tend to be comprised of smaller communities, through classes or just overall workout buddies. So it would be fair to say they are connected in other ways. Plus, with free online classes like Nike Training Apps, Popsugar Active, and good ole YouTube, some people are getting used to working out in the privacy of their home.
"Through online offerings, we've now learned how to work out on our own by default," Kellie said. "The gym won't seem so confusing and daunting. You'll just be glad to be there."
Observation: Individual trainers have their time to shine!
Many of us that work for fitness studios are very committed to those studios and our community, who often feel like family. We loved Kellie’ insight on this moment.
“I believe this is a great time to build your brand, so I’ve been doing a lot of things outside of teaching that I usually don’t have time for,” Kellie said. “I feel prior to this my narrative was ‘I'm A Barry’s instructor.’ And now it’s, ‘I’m Kellie - a personal trainer, fitness instructor, yoga teacher and I train at Barry’s’. I think before I felt guilty for saying that because I love working there so much But this time has shown me that I am the actually brand that collaborated with another brand. And I think this a very healthy way of seeing it.”
Our resident group fitness instructor, CaCera, feels much of the same way.
“Filming in a studio alone and focusing on building workouts that are truly doable and accessible for all clients at home has sparked more creativity,” she said. “I am often online taking classes from other instructors, getting ideas for classes and also tapping into what are the overused go-to exercises that clients may burn out on. I’ve enjoyed this space to slow down a little and think through how to continue to connect.”
What’s your predictions for how fitness will grow and change once we are allowed outside again? LoL! What studios and trainers have you discovered and want to keep taking? We want to hear all about it. Drop your comments below or join the conversation via Instagram.