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Fit For You’s Jason Markowicz explains the state of post-pandemic routines and the long-term impact on an ever-changing fitness community.
The effects of COVID-19 have been particularly unforgiving on the fitness industry, but opportunity still remains for certain fitness brands to come back stronger than ever. As fitness enthusiasts have been forced to embrace new workout styles and routines, fitness franchises across the world have been able to adapt to a new world of possibilities.
Jason Markowicz, the CEO of Fit For You Franchising, a consultancy that works with fitness brands such as Fitness Premier 24/7 Clubs and fitWAVE, says a resilient business model can be designed to handle a changing landscape. “It’s good to change with the times, but it’s even better to create a business plan that can truly adapt to anything that is thrown its way,” he said.
As the world shows signs of returning to normal, Markowicz says the fitness industry is following suit in many areas. “We’ve seen a mini-boom of consumer traffic, if you will,” he said. “A lot of people have really missed social interaction in the past year-plus, and the motivation that comes with that interaction is something that is bringing people back to gyms.”
Markowicz says he’s seen this demand from new customers and existing clients alike. This influx of traffic after COVID-19-related shutdowns suggests the industry is gradually returning to a normal state.
According to Bloomberg, 75% of surveyed fitness consumers believe they will return to pre-pandemic workout routines, putting them back in gyms across the country. Many surveyed consumers also explained how a virtual component to their fitness goals will remain in place, which forces a need for franchises to adapt to this new method of business.
Offering virtual workout integration is one of the many ways fitness brands can capitalize on stable consumer demand. Outdoor workout options can serve advantageous for the same principles, but none could be more important than simply making clients feel safe in the space they work out in.
“The brands under the Fit For You Franchising name have made sure additional cleaning measures are put in place, on top of the existing services that were around even before the pandemic began,” Markowicz said.
The fitness industry has been forced to react around changing consumer habits since the onset of COVID-19, including where people work out, how they exercise and what they wear. While many changes to the fitness landscape could be here to stay, a need for personal interaction could be the largest demand that gets consumers back into the fitness industry.
This reality is met with a pandemic-related precaution. While larger, more crowded fitness spaces weren’t exactly advantageous before, they are virtually unthinkable in the wake of social distancing provisions.
“Fitness class sizes will be recognized now perhaps more than ever,” Markowicz said. “It’s important for franchising brands to recognize this new consumer awareness, but at the same time find ways to draw in revenue like before.”
The landscape is becoming more favorable for fitness concepts, however. Planet Fitness, for example, has returned to 97% of its pre-pandemic membership peak, while other related brands are relishing a return to pre-pandemic normalcy.
Meanwhile, brands like Peloton have been forced to freeze their hiring late in 2021. The news coincides with the connected fitness firm facing slower sales and engagement, and their stock value has reflected this decline in consumer demand.
Finding creative solutions to a crowd-size solution is where many franchising brands can separate themselves in the fitness industry. A dedicated franchisor team can set a plan in motion with plenty of franchisee feedback.
Markowicz believes people in rural towns throughout America are starting to take their health and wellness more seriously — especially when a gym is the first of its kind in an area. “This is something we have noticed firsthand through the Fit For You Franchising network, and it’s a tactic that has allowed our brand continual growth across the country,” he said.
An awareness for a target demographic is an area in which Markowicz’s brands have been able to take off. “If you’re able to target a specific group and deliver on their needs, they are going to tell the people they know,” he said.
“It’s a no-brainer for a lot of people at that point,” Markowicz added. “If we’re the means to their fitness goals, we’re making a difference in the lives of business owners and clients.”
About Fit For You Franchising:
Fit For Your Franchising is a franchisee-first franchisor and franchisee consultancy. It is the franchisor behind low-cost group-fitness franchise fitWAVE as well as Fitness Premier 24/7 Clubs, a larger-box fitness brand. As a franchisee consultancy, Fit For You offers guidance for future franchisees on finding the best fit for their personal and financial goals. Fit For You is run by Jason Markowicz, a former multi-unit franchise owner of Massage Envy and current developer of Prose Nails, a membership based nail salon. For more information, visit https://1851franchise.com/fitforyoufranchising.
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