To gain a better understanding of the fitness industry, we had to gather information from professionals who are currently operating in the fitness industry. We interviewed two gym owners. One was the general manger of a Anytime Fitness and the other was a Crossfit Box owner. Our analysis identified several trends in the fitness industry. From the interview data the commonalities were:
- Member retention.
- Data tracking.
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Technology advancements.
Each owner expressed that member retention rate was about 50%. Meaning if you sign up four new members in one day at least two of them will stay with the facility. The main reason for the mediocre retention rate is lack of motivation by individuals to get in shape. With current members who work out on a daily basis, they are more concerned with their calories, heart rate, nutrition, and duration of their workout. This correlates with the data tracking aspect. The Crossfit Box tracks every workout time for each member, however Anytime Fitness does not track any workout data for their members. Members are more concerned now with their own personal data than ever before and they want their information to be readily available and accurate when they enter they gym. Both facility owners expressed how fitness will be changed in the next five years. Each owner said virtual coaching will be the new generation of fitness. Virtual coaching will allow members to walk into their facility, enter a room, select a workout on a device, and a projector screen will drop down and take a member through a workout. This will be a big step for the industry and individuals who make a living by working as a personal trainer.
As for Personal Trainer Inc. this has shed some light on how to tailor the organization around members needs and wants. First we need to make sure we create a community environment for each new member and current member. This should influence members to continue to workout and reach their physical goals. Each member will be able to track their calories, heart rate, work out duration, and workout type when they enter the facility through the implementation of our all in one fitness application. The application will allow members to track what they eat, their heart rate, calories burned, workout duration, and type or workout. We will incorporate a virtual coaching platform on our app that will be convenient for members to select their workout and duration. The member can then listen to the workout, watch the workout, or read it in a text file to make sure they are using correct form, correct number of sets and repetitions, and the correct duration. By interviewing potential competition, it allowed us to gain valuable insight on where the industry is and where it is going.
Personal Trainer 