Page 67

The Fiit Studios have been added to the gym fl oor

Fiit is working across channels for the home and in-club markets. How do these relate? Might members cancel their membership and work out with Fiit at home instead? We’re not seeking to replace the gym, but rather to provide a convenient solution for those who choose a hybrid. The gym will always exist, but with working from home the new norm, gyms must make both physical and digital services available. So we see the two working simultaneously together. At Fiit, we’re committed to providing a convenient solution for those looking to work out. Whether it’s at home, in the gym, or outside, Fiit gives members the flexibility to work out at a time and place that suits them. Peoples’ workout habits have changed. Technology has given consumers more autonomy

Fiit Studios will offer group HIIT training with Fiit equipment and body weight group classes scheduled throughout the day than before the pandemic and we don’t believe they’re going back. Research shows around 50 per cent of digital fitness users are planning to adopt a hybrid approach alongside other fitness activities even after the pandemic ends. A multi-channel approach has always been part of Fiit’s vision for the future of fitness. We must adapt to give people the freedom to work out in ways that suit them best. Businesses that adapt to the hybrid trend are the ones that will survive. We’re hugely excited by what this partnership holds for both Fiit and The Gym Group – it’s paving the way for other gyms to follow suit. ©Cybertrek 2021 Issue 8 2021