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Hybrid

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The Gym Group has taken its digital hybrid strategy full circle, piloting in-gym workout pods and studios with its home workout delivery partner, Fiit. HCM talks to the team driving the project

PHOTO: THe gym group

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he Gym Group has extended its partnership with digital fitness platform Fiit – provider of its hybrid home workout solution – becoming the first budget gym operator to offer members branded hybrid club-in-club options. Merging the world of digital fitness with traditional brick-and-mortar health clubs, the deal sees the piloting of the first Fiit Pods and Fiit Studios. Launching at three flagship Gym Group clubs – Oxford Street and White Hart Lane in London and Altrincham in Cheshire, UK – the new offerings will be the first time Fiit has been accessible outside the home and within the walls of a health club.

training with Fiit equipment and bodyweight group classes scheduled throughout the day, accommodating up to 20 people per class. Fiit will be deploying its newly-launched interactive fitness technology, which is capable of creating a fully interactive fitness experience. It’s the latest example of how the pandemic and consumers’ shifting training habits are influencing the way fitness operators look to attract, engage and retain members. The pandemic has resulted in a large percentage of gym members seeking hybrid solutions which provide convenient access to workouts – whether at home, in the gym or on the go.

What’s inside? Two options are being piloted – Fiit Pods are individual workout spaces where members can access Fiit content on-demand and exercise in privacy, while Fiit Studios offer group HIIT

Partners in fitness Barney Harrison, CCO of The Gym Group, told HCM: “Our purpose as an organisation is to break down the barriers to fitness for all and the introduction of Fiit Pods and Fiit Studio

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