As you probably know from your own gym, over 67% of gym memberships go unused (different for boutique). That means a majority of these consumers are thinking about cancelling their membership. Even more interesting 92% of Peloton customer regularly use and are retained yearly.
There's a big value in a digital membership for gym-goers. Over 65% of them use digital apps/ membership in addition to the gym. The combination of a physical + digital memberships has proven to significantly increase customer retention.
A digital fitness membership (virtual gym) provides access to fitness content and services through digital platforms such as websites, mobile apps, or social media. With a digital fitness membership, users can access a variety of fitness content, including workout videos, live and on-demand classes, personalized training programs, nutrition plans, and members community.
Digital fitness memberships are becoming increasingly popular due to their convenience and accessibility. Users can access their fitness content anytime, anywhere, without the need for a physical gym membership or specific equipment. Many digital fitness memberships also offer community features that allow users to connect with other members, share their progress, and receive support and motivation.
Digital fitness memberships can be offered by fitness brands or individual trainers, and they can be paid for on a subscription basis or on a pay-per-use basis. Some digital fitness memberships may also include access to physical gym locations or other in-person services.
Overall, digital members can provide a valuable source of revenue and brand awareness for a boutique gym, while also allowing the gym to adapt to changing circumstances and provide additional value to their members.
Many boutique's use Facebook or hack together multiple apps. There is typically great content embedded in the different apps. The issue is asking clients to jump around apps "book here, then open Zoom..." etc.
The best content for your digital members (or online gym) really depends on the type of workouts your offer. The most effective online memberships are community driven.
Here's a few ideas for types of workouts and gyms:
Crossfit - Post the daily workout to all your members, and ask your members to reply to the community with their time and stats.
Dance fitness - Record or live stream the latest class to all your members that couldn't make it to the studio.
Meditation - Share to all your members a daily 5 minute morning mediation, and see who's tuning it.
Strength - Share a daily workout to all your members, and ask members to share their PR.
Runner's or Marathon Training - Host marathon training, fully digitally. Post running schedules and offer recovery tips to your group. Ask your members to post their stats.
There's unlimited type of content to share with your customers on your online community. Creative is the limit!
It really depends on the the value that you offer your customers online. As a reference, many customers pay up to $10 per live (Zoom) class or $15 per month for (Peloton App) on-demand + livestream content.
Tiers: The best way to approach memberships is to offer multiple tiers and options for your customers. For example, Basic: $20 /month (community access), Pro: $30 /month (community +3 live classes), Pro Unlimited: $50 /month (community + unlimited live classes.
In conclusion, offering an digital workouts or membership for your gym is a great way to help customers stay motivated in a community and get in shape. Additionally, online memberships are a great way to significantly increase your revenue and reach new and existing customers.
Read more on how to market and grow your online gym.