Will D2C Be A Persistent Strategy in the Fitness Industry?
Key Points:
- With mobile app and digital communication channels, the fitness industry extended their membership reach outside of just the facility to patrons who may not feel comfortable returning to an in-person health club.
- Body Kore was able to increase its D2C sale percentage to 30% during the COVID-19 pandemic.
- Fitness On Demand built brand awareness by offering its virtual workouts for use in gym facilities or in the comfort of a user’s home through its mobile & web applications.
Commentary:
VersatilIty is something that can benefit brands during unexpected industry-wide disruptions, whether that’s the ability to quickly shift gears when times get tough, or provide the same quality experience in multiple ways for varying demographics. For the past year and a half, that versatility has been needed in the fitness industry, and virtual workout solutions company Fitness on Demand is no stranger to building versatility into its business model. MarketScale spoke with Armin Krienke, the company’s Director of Business Development, at IRHSA 2021 on how they have been able to utilize their product with gym facilities to help keep clients engaged, even clients who may not feel comfortable going back to the facility. MarketScale also spoke with Body Kore’s President Leo Chang, a fitness equipment vendor, who also adjusted to disruptions by leaning more on D2C sales during the pandemic instead of on B2B sales.
More Stories From IHRSA 2021:
Putting the Member First: Devising New Strategies for Health Clubs to Thrive
Trade Shows Are Back, and That Means Quality Connections for Fitness Vendors
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