After a spike in mentions at the start of the pandemic (mostly driven by memes and jokes), we’ve found the number of people referring to their personal trainers has grown steadily since.
With personal trainers offering Zoom classes and people looking to get the best out of their home equipment, this makes sense not to mention that trainers can meet with their clients outside, avoiding buildings full of people. So personal trainers, who’ve maintained contact with fitness enthusiasts throughout the pandemic, could be where gyms should target their efforts.
Rather than focusing on their equipment and facilities, they should look to working with personal trainers instead. Whether this is increasing the number they form partnerships with, or using them to help promote classes, the potential here has increased during the pandemic.
Whatever the methods gyms use, they need to take heed of how different the world of fitness is today. People will have formed some very strong home exercise habits by now, and it could take a lot of reassurance and persuasion to break them.
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Brandwatch React team