“For those who go once or twice a week, I think we’re considering cutting ahead of other areas,” says Finder money expert Rebecca Pike.
KeepItCleaner, a health and wellness app, commissioned a survey of 1,200 women and non-binary Australians. Two-fifths of the respondents felt they were too expensive and found that they were not exercising.
“Ultimately, prices will probably have to rise.”
Barrie Elvish, CEO of AUSactive
“It’s a sad reality that people often don’t consider their health and fitness a priority when we’re under financial stress,” said Laura Henshaw, CEO of Keepit Cleaner. ..
According to a survey, only about 9% of women choose to exercise only in the gym, compared to 34% before the pandemic. According to Henshaw, some apps are leaning towards cheaper online platforms, with the app’s membership base growing by 60% over two years.
Elves do not believe that gym membership prices will fall, even though finances are a barrier for some.
“Price for gym members [relative to other price increases] It hasn’t increased for about 10 years, “he says. “Ultimately, prices will probably have to rise.”
That means Jim has to innovate to attract and retain members.
Flo Athletic Ben Lucas, director of the fitness center, said his team in Paddington, Sydney, “had to work harder than ever to grow.”
This includes doubling the development of communities that cannot be replicated online. “I run a group of men who get together to exercise, chat and laugh,” he says. “We create a sense of belonging and accountability.”
CEO of BodyFit Training Cameron Falloon, founded in Melbourne, said Jim recently launched a bespoke heart rate system. “We found that off-the-shelf heart rate monitors are always rewarding for working hard, and that’s not always the best thing for you,” he says.
New technologies may not increase an individual’s heart rate, but reward users for a variety of beneficial types of training, such as strength training.
Justin Ashley, co-founder of Sydney’s Fitness Playground, says more and more people are attending the gym to “feel good” rather than just look good. “For the first time in the last two years, more members have chosen to feel good as the main reason for their participation,” says Ashley.
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In response to this change, Ashley created a space in the gym in Marrickville where people could sit and relax, creating a unique scent to enhance the atmosphere. “We have tea, sparkling water, free Wi-Fi, and seats for 30-40 people so you can hang out,” he says.
Jim’s virtual fitness products are popular in yoga and Pilates, but Ashley says customers still prefer a hybrid experience. “The need for a lot of equipment is very difficult to do at home and people prefer to do them in the gym.”
James Ferguson, owner of the North Sydney-based gym performance playground, says there was a wide shift to individual training and small classes. “People want a little more training purpose and a little more personalization.”
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