The app revolution: 3 reasons why health and fitness centers need to capitalize

In today’s age of emerging innovation and technology, the focus is on creating the ultimate customer experience. The health and fitness industry is no different from any other business. The aim of most of the firms in the health and fitness industry is to increase customer loyalty and to add to its new member stream.

As the health and fitness space has grown in its competitiveness, new trends have also developed that have the potential to disrupt the industry. The following are five reasons why mobile apps are a “must have” for modern health and fitness centers.

1) Understanding the demographics of your membership and meeting their needs

Almost everyone has a cell phone. Research shows that there are over 2.7 billion smartphone users across the globe. Ninety percent of them use their phones to download apps. Cell phone owners use apps daily to order tickets to sporting events, to order cabs, or to book a table at a restaurant. Cell phone apps have powerful potential for the health and fitness industry. Research by Accenture shows that the number of healthcare consumers interfacing with digital technology is increasing every year.
In a survey by Nielsen Media Research, they found that “81% of millennials exercise or would like to versus 61% of baby boomers.” Statistics such as these draw the attention of boutique gyms, equipment manufacturers, and wearable technology developers.

Today, millennials make up a large part of the customer base at health and fitness centers. Understanding their consumer behaviors, their technology use, and lifestyles are vital to determining which apps would be most successful. Millennials are constantly on the move between work, social times and time they spend on fitness. It is no wonder why their favorite healthcare apps are wearable. They are also a generation that most commonly performs “near me” searches. Research shows that near me searches are growing by 146% annually.

When customers perform “near me” searches, it shows their commitment to making a purchase. If a business wants to increase its visibility in these searches, they need their very own app to keep them relevant.

2) Always being in touch with your membership

What happens when members go home after a hard workout? How do they get information about upcoming events and classes? Should they call? For most people, calling and getting an automated phone service is more of an irritation than a help.

Using a mobile app allows a quick response to customers queries from anywhere. Meeting customer needs is a vital component for repeat business. Health and fitness centers can use an app to send their members class updates and timetable changes, as well as providing constant exposure and interaction with their brand.

One way of sending updates is via push notifications. Push notifications come from an app that the user has installed, the message is short usually 10 words or less and can be sent based on the user’s location. Their advantage is they catch customer’s attention in real time.

Research shows that push notifications boost customer engagement and retention levels. These messages result in “26% more open rates and 92% retention rates”. Fifty percent of customers who open notification messages “want to gain access to exclusive or special offers.”

3) Increase engagement through communication

Certain apps enhance member engagement by promoting communication between members and their health and fitness team. Global offices use a similar app to foster communication between colleagues working in different locations. Used in health and fitness centers these apps allow members to motivate one another, share workout tips and ideas and keeps members stimulated and wanting more.

Research shows that millennials, who are among the globes largest consumer groups, prefer chat apps. In the first quarter of 2018, the most frequently downloaded apps included What’s App, Facebook Messenger, and We Chat. These apps promote user engagement allowing users to share location tags, videos, or photos.

How to implement wearable technology at health and fitness centers

At the close of 2018, ASCM Health and Fitness listed the leading trends for innovation in this industry. Wearable technology achieved top spot, with high interval intensity training and interval training tech achieving second and third place. The demand for wearable technology is at a premium. Sports retailers from Nike to Under Armor offer integrated technology in their clothing and shoes and have developed exercise apps of their own. In the health and fitness industry, wearable technology has become a fundamental part of measuring fitness metrics and engaging with members.

However, as Gemma Bonnet-Kolakowska, marketing director of Myzone, says it is one thing implementing the technology; it is another knowing how to optimize its use. Bonnet-Kolakowska says wearables increase accessibility and provide a workable solution to keep members stimulated.
Bonnet-Kolakowska says centers should include wearables in their program strategies. One example is offering group training sessions where staff gives instruction on how to use wearable devices. Another idea is to host facility-wide competitions to see which member can get the best metrics, increasing motivation, as well as physical engagement with the product.

The take away for health and fitness centers

The health and fitness industry is constantly evolving and maximizing on every slight advantage to be competitive. The bottom line in this industry is to understand the needs of consumers and doing everything necessary to provide solutions that work. Millennials make up a large section of centers’ membership. Gaining an insight into their lifestyle, and offering increased access to services is likely to generate a profit.

Another important point is gaining sufficient knowledge to implement innovation and apps in the right way to increase member engagement.
The health and fitness center that understands this and puts an effective strategy into action will thrive and gain an advantage over its competitors.