Despite the coronavirus restricting gym capacity while shuttering some entirely, the traditional January spike in memberships has matched — and in some ways exceeded — those of years past, Bloomberg News reported. Part of that can be tied to the predictable explosion of online classes, and a move toward maintaining mental as well as physical health. “It’s not about bikini body goals, because who knows when we’re going to go on vacation again,” said Josh McCarter, chief executive officer of the fitness booking platform MindBody. “Covid-19 has pushed people to think about health more holistically.” The online shift is contributing to what experts said will be a permanent change to how the $32 billion industry works. While 75% of consumers surveyed said they will eventually return to pre-pandemic routines and the actual gym, many indicated they will retain a virtual component — a phenomenon with broad implications for the sector. COVID-19 has accelerated adoption of a hybrid model of online/in-person workouts that more brick-and-mortar gyms are likely to retain when the pandemic recedes. Fitness club-owners grappling with declining memberships have quickly caught on, with 72% now offering on-demand and livestream group workouts, up from 25% in 2019, according to fitness research firm ClubIntel.
