PHOTO: LES MILLS - THE TRIP
Immersive cycling experience, The Trip, is popular with beginners
PHOTO: LES MILLS
Virtual is also a great opportunity to educate beginners in a safe, non-threatening environment Martin Franklin CEO Les Mills Europe
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or our recent Global Fitness Report, market research company Qualtrics spoke to over 12,000 people from across the globe about their exercise habits, with 69 per cent stating their level of fitness was somewhere between a complete beginner to intermediate. Of those surveyed, only 7 per cent said they actually take part in indoor cycling classes currently and 12 per cent said they would consider taking part in an indoor cycling class in the future. Clearly there’s work still to be done in encouraging people to take part in indoor cycling classes. For operators, virtual classes represent a key opportunity for breaking down barriers, and many of our operator partners have cited their success using this
model. Virtual on-demand classes can be a relatively easy solution for operators, with beginner classes enabling new clients to take sessions in their own time and at their own pace. Research shows that 12 per cent of those who take part in virtual classes then go on to take part in live classes. Virtual is also a great opportunity to educate beginners in a safe, non-threatening environment. Experience-led classes, with their exciting visuals, can reduce levels of perceived exertion and provide audio visual distraction. This can lead to greater enjoyment, higher retention, better results, and less intimidation factor for newcomers. Our immersive cycle experience, The Trip, has proven hugely successful with operators in attracting and retaining first timers.
©Cybertrek 2021 Issue 10 2021
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