The concept of community isn’t just a buzzword in the modern fitness market — it’s a game-changer. Fostering a deep sense of connection and belonging can benefit customers looking for meaningful relationships in this fast-paced world.
While the traditional focus on physical transformation is still relevant, social support can profoundly impact people's ability to achieve their goals. A tight community helps customers stay committed and motivated.
But we know that some things are easier said than done. Below, we explore actionable strategies and ideas by drawing lessons from Motosumo, a Denmark-based company redefining the group fitness landscape.
The Power of Community in Fitness
Building a thriving, ever-evolving community is about much more than gathering people in a building. It’s about creating a sense of connection through shared goals and mutual support.
The Role of Community in Fitness
Community plays a transformative role throughout a person’s fitness journey. People who work out alone are less likely to stay motivated and will not have someone to share their milestones with.
Charlotte Sorell, a fitness instructor and movement professional based in the United Kingdom, remarks that the importance of community fitness is undervalued. She believes that, because of the pandemic, gym users and owners have realized that it’s a crucial piece of the puzzle.
“I'm currently researching into the applied neuroscience of fitness and the actual aspects of community on that longevity factor” she states. “[The results], both for the body and for the brain, are really really interesting.”
Evolution of Fitness Communities
The concept of a fitness community as a whole has evolved dramatically over the past few years. While people used to be limited to in-person interactions during activities, technology has since allowed communities to expand far beyond that.
But how do you create a deep sense of community in today's fast-paced world? Our CEO, Andy Peat, has some ideas.
“Technology is one way of delivering that.” He states that live-streamed classes are a fantastic example, as they allow people to come together and exercise even after instructors have left the gym.
“Those people are all there at the same time together. They're probably high-fiving each other. They're probably competing with each other, and that class is delivered without an instructor via a physical person.”
This evolution emphasizes the need for gym owners to adopt a hybrid approach. It’s not about going all in or reverting to the old ways; it’s about finding the right balance.
How Motosumo Is Transforming the Group Fitness Experience
The Motosumo cycling experience is a standout example of just how transformative the community can be when it comes to the participants' fitness experience.
Motosumo is uniquely positioned as the only company in the world capable of turning indoor cycling sessions into live, interactive experiences without tech-enabled bikes. The company’s technology captures metrics such as RPM, distance, and calories burned through smartphone sensors, transforming any stationary bike into a high-tech exercise machine.
Combining advanced technology with a strong focus on group fitness, its platform is way ahead of its competition.
Leveraging Technology for Accessibility
Motosumo is, as astounding as it sounds, able to connect users from over 175 countries to their cycling and fitness classes. “There is nothing magical about it,” explains Kresten Juel Jensen, the company's CEO, “but I think for us it was a little bit magical.”
The Motosumo team took advantage of live-streamed classes and on-demand content to ensure customers don't have to coordinate much. They simply plan according to one of each day's 12 classes and… well, show up.
Even if they don’t, there’s probably an on-demand option they can choose instead. It’s also about appealing to people who don’t actually want to go to a physical gym — more accessibility means more market penetration.
Live and On-Demand Cycling Classes
Flexibility is king in the post-pandemic world. Motosumo addresses this with versatile live and on-demand cycling classes that adapt to almost any scenario. Members can choose either option, depending on their schedule and personal preference.
This hybrid approach caters to diverse lifestyles and customers, ensuring no one is ever left out. Versatile programming and options help gym owners meet members where they are — physically and digitally.
Interactivity and Personalization
What sets Motosumo apart is its emphasis on interactivity and personalization. Its community can interact through emojis, races, and reactions and work out together during live-streamed training sessions.
Customers can decide when to attend, which class they are interested in, and whether to do it live or after the class ends. This, inadvertently, allows them to choose their own community based on shared schedules, interests, and milestones.
“That's when it becomes social,” explains Juel Jensen. “The interaction part, which is really driven by the instructor, is the crucial part,” when discussing how that interactive element allowed Motosumo to double its retention rates.
The Importance of Inclusion in Fitness Communities
Inclusion is critical to building a sense of community. When members of all backgrounds and experiences feel welcomed and valued, they’re more likely to engage and stay committed.
Breaking Down Barriers
Creating an inclusive community starts with breaking down barriers. Motosumo’s approach shows how accessibility can open doors for every potential customer demographic. Every aspect of its platform is designed to ensure that no one is left behind.
Its emphasis on using any bike, anywhere, also allows customers to join regardless of their financial status. Once you remove physical location, money, and time limitations from the equation, you’re left with a deeply rooted community.
Global Reach and Local Impact
Motosumo’s commitment to connecting members from all around the world showcases the potential of fitness communities. But, at the same time, it also emphasizes the importance of fostering connections within specific locations and regions.
This hybrid focus (a recurring theme in Motosumo’s success) allows communities to flourish on both macro and micro levels.
The Cycle for Change Initiative
Fitness isn’t just about how — it’s also about why. And that’s where Motosumo’s Cycle for Change initiative comes in. Using fitness as a force for good, the program rallies members from all over the world around charitable causes.
While it’s difficult to adapt such an ambitious goal on a micro level, gym owners can adopt similar initiatives and ideas to strengthen communities. Charity runs, for example, are fantastic examples of training experiences that align fitness goals with real-world impact.
The Role of Instructors in Building Community
Instructors are at the heart of any fitness community — whether through virtual fitness classes, live streams, on-demand options, or in-person classes. They aren't just trainers; they’re the motivators, role models, and connectors behind the people who actually take the classes.
An instructor’s role goes far beyond technical guidance and proper form demonstration. They set the tone for the community, establish collective goals, and make participants feel seen, valued, and cared for.
Sorell, who also teaches Motosumo classes, says, “We love seeing everyone coming together from all over the world.” The interaction goes both ways, but the instructor initially ties the whole community together.
Gym owners and operators must invest in instructor development. Providing extensive training, technological tools, and resources for professional growth can empower instructors and the community.
Overcoming Challenges in Building a Fitness Community
Building a fitness community has many benefits, but it also presents challenges. Businesses often struggle with issues such as competition, poor member engagement, and a lack of cohesion.
Member attrition, for example, is one of the most important statistics in fitness analytics. Participants are bound to lose motivation over time, so counteracting this is as important as getting them to sign up in the first place.
Personalized follow-ups and recognition for accomplished milestones can reignite interest and strengthen the bond between you and your members. Similarly, loyalty programs and gamified challenges can help prevent a lack of motivation.
Another common problem is creating an inclusive environment, which means a cohesive one. A gym without tiered memberships or adaptive equipment (to name a few) is bound to miss out on a large percentage of the market.
Every challenge is an opportunity for innovation. It’s just a matter of determining the root cause of the issue and solving it through creative thinking. You can also turn to case studies of successful companies that can serve as role models.
Ready To Join the Fitness Revolution?
The fitness industry is undergoing an ever-evolving transformation, and community is the key to success. Through technology, inclusivity, and empowered instructors, fitness businesses can create spaces that inspire customers to achieve their goals.
The most successful fitness communities are built on adaptability, creativity, and an unwavering focus on member needs.
Motosumo’s approach offers a blueprint for success. But, sometimes, an expert opinion can make the path much more straightforward. If you’re ready to take your business to the next level, request a demo with us today!
Author
Nick Gustafson
Nick infuses creativity, energy, and excitement into global marketing strategies. His expertise lies in creating and executing comprehensive go-to-market plans, enhancing SEO, driving brand awareness, and increasing sales pipeline and velocity.
