The digital fitness market has exploded in the last four years. It’s not hard to see the appeal. This trend allows fitness centers and gyms to offer exciting new services and engage customers in fresh ways. It also lets you reach new clients from around the world. With the proper marketing, you could have people from Arizona to Australia tuning into your virtual workouts.
However, the growing popularity of virtual fitness raises a few challenges. Countless businesses compete for clients, making it hard to stand out. Many fitness leaders also need help with the latest technologies and trends. You might wonder if you should create an app, create online fitness challenges, or experiment with virtual reality (VR) workouts. Understanding these trends will help you meet client expectations and stay competitive.
What Is Digital Fitness?
Digital fitness uses devices and online platforms to deliver virtual fitness experiences. Clients can use these services at home, on vacation, and anywhere else.
Gyms and fitness centers offer a broad range of digital fitness experiences. Here are a few popular examples of virtual services and resources:
- Fitness apps
- Nutrition webinars
- Online personal training
- Virtual fitness challenges
- Wearable fitness devices
- Yoga tutorial videos
This approach supports physical health and overall well-being by increasing access to fitness services. Digital fitness can also help clients form supportive communities. For example, clients who meet in a weight loss webinar could connect on social media to cheer on each other’s journeys.
How Big Is the Digital Fitness Industry?
Digital fitness is a relatively new phenomenon, but it has quickly become one of the largest — and most lucrative — segments in the broader fitness industry.
According to Statista, the number of digital fitness customers in the U.S. grew from 63 million in 2018 to 145 million in 2023—an increase of 130% in just five years. Nearly half of Americans use virtual workouts and other digital solutions.
As virtual fitness's popularity soars, so does its revenue share in the health club industry. Statista predicts that the digital fitness industry market size in the United States will reach $20.87 billion in 2024. The average revenue per customer is $138.
The digital fitness industry growth shows no sign of slowing in the next few years. According to Cognitive Market Research’s Virtual Fitness Market Report 2024, the global virtual fitness market will expand by 24% annually between 2024 and 2031. That’s great news for fitness leaders who want to tap into this fast-growing marketing.
In addition, Cognitive Market Research anticipates the global digital fitness industry revenue will reach $89.32 billion in 2030. The report predicts that fitness companies in North America will have the largest revenue share, followed by those in Europe and Asia Pacific.
Understanding the Basics of Industry Projections and Forecasts
While these digital fitness industry statistics seem promising, you must understand the various factors shaping the industry projections. This knowledge will help you recognize opportunities and challenges and plan your strategy accordingly.
Key Drivers in the Digital Fitness Market
Several factors have lined up perfectly to fuel the explosive growth of the virtual fitness market.
First, the COVID-19 pandemic lockdowns disrupted many people’s exercise routines. Gym aficionados suddenly found themselves trapped at home, separated from their beloved barbells and treadmills. People who didn’t exercise routinely also got bored and restless. Many people started using virtual fitness programs and tools to stay in shape and occupy themselves.
New technologies have also contributed to the rise of digital fitness. Smart clothing lets people track their heart rate, steps, and other fitness data. For instance, Under Armor has invented smart shoes with built-in sensors to track workout information. These fitness trackers can motivate users to exercise and improve their stats.
Finally, economic conditions may drive the rise of digital fitness. People who work out at home save money and time. Additionally, virtual fitness products and services often cost less than gym memberships.
Growth Barriers in the Market
The digital fitness industry is on the upswing, but several obstacles may limit its growth:
Customer resistance
Some clients may view digital solutions as impersonal or too complicated to navigate. Fitness companies can address this challenge by prioritizing personal interactions and teaching customers how to use technology.
Content creation challenges
Customers may feel disappointed if virtual workout classes and other services don't meet their expectations. Address this barrier by focusing on quality over quantity and using top-notch production equipment.
Safety concerns
Clients can injure or overexert themselves if they don’t have an in-person trainer to guide them. Consider providing virtual tutorials and interactive webinars to educate customers about safe equipment use.
4 Key Insights and Top Trends of Digital Fitness You Should Know
Following fitness industry trends will help you learn about your clients’ preferences and develop tech-forward business strategies. Here are four new trends shaping the market this year.
1. Wearable Technology Is on the Rise
Wearable fitness devices have become part of everyday life for many people. According to the Digital 2023 Global Overview Report, approximately 30% of Internet users aged 16 to 64 own wearable fitness trackers like smartwatches.
Take advantage of this trend by integrating wearables into your digital wellness services. For example, you can encourage clients to see who can reach the highest heart rate during virtual fitness classes. You can also use data from wearables to personalize your virtual coaching.
2. On-Demand and Online Fitness Will Outshine the Gym Industry
The growth of the digital fitness industry has outpaced the gym industry. According to a Statista survey, only 14% of Americans bought a gym membership in 2024. By contrast, over 60% of Americans use digital devices and mobile apps to manage their health.
Fitness leaders can adapt to this shift by offering more on-demand and online fitness services. Consider developing a series of webinars to educate your clients about high-interval training, weight loss strategies, and other popular topics. Online nutrition counseling, yoga classes, and other services can also attract customers.
3. Boutique Fitness Has the Second-Highest Overall Growth
Boutique studios are a hot new trend in fitness. These small businesses offer specialized services and cater to customers who want a community experience. RunRepeat predicts that this fitness industry segment will grow by 450% between 2021 and 2028, while digital fitness will grow by 640%.
Combine these trends by offering boutique services in digital formats. For instance, you can organize interactive digital cycling classes with leaderboards and fun prizes. You can also provide specialized online courses like yoga and pilates.
4. Mobile App Fitness Is Projected To Experience Significant Growth
Mobile apps give users access to fitness services with the tap of a smartphone screen. This convenience has made these tools one of the fastest-growing segments of the digital fitness industry. Statista predicts that the global fitness app market will grow from $6.86 billion in 2024 to $10.04 billion in 2028.
Capitalize on this trend by offering your clients a mobile fitness app. Start by dividing your customer base into demand segments based on their interests and needs. For example, your target audience might include busy fathers and diehard rowing enthusiasts.
One option is to create an app that caters to one or more of these segments. Busy fathers might appreciate an app that includes 10-minute workout videos and lets them track their eating habits on the go. Meanwhile, rowing lovers might prefer gamified workouts and in-app challenges.
Alternatively, you can skip the hassle of designing your own app by partnering with an established platform. Many companies have developed sophisticated fitness apps that you can customize with your brand, classes, and other services. Using an established app is faster and less expensive than starting from scratch.
Gym Business Strategies To Gain a Competitive Edge
Digital fitness can seem intimidating, especially if you're used to training clients in person. But don't worry. Every fitness business can use technology successfully.
These techniques will help you get started:
Do your research
Conduct a quarterly fitness industry analysis for your customer base, geographic area, and specialty. This research will help you stay on top of trends and understand your target audience’s changing needs.
Start small
At first, focus on offering one or two digital services. As you become more comfortable, you can branch out to new areas.
Personalize your services
Create custom meal plans, workout routines, and other resources for clients.
Find the right partner
Fitness technology vendors can help you develop valuable content that helps your customers achieve their goals.
Help Your Business Evolve With the Times With Fitness On Demand
The demand for digital solutions is driving the recent growth of the fitness industry. Embracing this trend allows you to develop new revenue streams and grow your business, even as the gym market shrinks. Plus, it will help you stand out from competitors who haven’t adapted as quickly.
Fitness On Demand makes starting or expanding your digital fitness offerings easy. We offer various software and resources designed specifically for fitness businesses, including digital signage, a customizable mobile application, and a vast content library. Schedule a demo today to learn how we can help you increase your clients' access to workouts and boost revenue.
Author
Sean Obregon
Sean Obregon is an impactful Business Development Executive forming meaningful relationships to support enhancing operational and strategic success. He utilizes his industry knowledge and experience to create solutions that align with both the needs and wants of a customer, setting a business up for success.
