I keep reading about the rise of virtual fitness with great interest. Virtual fitness is being touted as the next frontier; the next big movement. On-demand products and services aren’t new, and fitness is clearly following this trend. People want to work out on their time, not a gym’s time and virtual classes allow clubs and fitness providers to do just that without breaking the bank.
I love live classes and events. I’ve been a regular group exerciser for years and I love the routine of a scheduled day and time to attend a class or run a race. It keeps me accountable. However, I wonder if this is perhaps just a habit I’ve developed over the years. If virtual fitness opportunities were available to me 10 years ago, would I have jumped on the bandwagon?
Virtual Group Exercise
Interestingly, research from our client Les Mills shows that virtual is helping people overcome the initial intimidation they may feel by being new in a group exercise class. Virtual allows them to give group fitness a try before attending a live class. It also seems that operators are noticing a consistently positive correlation between virtual classes and live classes with virtual classes actually helping to increase the number of people attending live classes. Industry research shows that 75% of virtual fitness users also attend live classes and there is a 12% average increase in live class attendance when clubs include both virtual and live workouts on their timetables.
So, the concern that live classes could become a thing of the past as virtual firmly asserts its place in the gym is clearly unfounded.
Virtual Running
Alongside the rise of virtual fitness is the rise of virtual races. As a committed runner and avid road race participant, I initially scoffed at the idea of a virtual race. What’s the point? Isn’t part of the fun the race-day atmosphere and motivation of a cheering crowd? But, it turns out, not everyone shares my love of the traditional road race. Many runners hate the crowds, the toilet queues, the competition and the general starting-line jitters. They also find it hard to make time for an organised race. Virtual races present the perfect solution.
While the details vary from race-to-race, the concept of a virtual race is simple: pay money, run the distance whenever and wherever you feel like it and get a medal in the post. Some organisers demand proof that the required distance was completed through a photo or app screenshot, but others work on trust. Sometimes, you can even break up a longer distance into as many runs as you need, as in the case of Marathon in a Day, the first virtual running event in which I ever participated. You had to run a marathon (26.2 miles / 42.2 km) over the course of three days, wherever or however you wanted, solo or with a team. It was fun, but without time constraints and a set route, it did seem a bit pointless to me.
That said, the rise in popularity of the virtual race suggests that many runners are loving this slower, calmer alternative with an emphasis on meeting your own goals.
Virtual Cycling
The trend of virtual fitness also extends into the world of cycling, with Peloton set to launch its smart exercise bike in UK later this year. The bikes have a tablet affixed to the front along with a camera and built-in microphone and provide live and on-demand classes for a set monthly subscription fee. Classes are streamed through the touchscreen, and if you can’t make the live sessions, over 5,000 classes can be viewed on demand. The screen also displays your output and if you’re in a live class, your rank compared with everyone else participating. All this, from the comfort of your own home! That is, if you’re willing to pay the hefty price tag. Peloton will be selling its exercise bikes for £1,995 in the UK. The cost of the monthly subscription has not yet been announced.
Virtual fitness is clearly proving a popular model aligned with the way people want to access fitness. On-demand and immersive fitness is changing the way we approach exercise. I get it. Sometimes convincing yourself to go to the gym can be a workout all on its own. But I’m still working on embracing it. Call me a traditionalist, but I maintain that nothing beats the live experience.
