When lockdowns began in March 2020, they accelerated a change in consumer behavior that gyms and other fitness studios had seen coming at a gradual pace for years. Wearables, health tracking apps, and digital media fitness experiences moved to the forefront, and brands quickly had to adapt digital technology like apps and livestreams to meet customers in a new setting — their living rooms.
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Even as in-person fitness classes and gyms reopen, those who choose to return will find that a year of pandemic-induced closures has left the fitness industry changed. Indeed, eMarketer...