The pandemic saw many people taking up alternatives to exercising at their local gyms, with at-home fitness tech becoming ever-more sophisticated. Fitness centres have the opportunity to answer evolving consumer wants and integrate phygital and hybrid offerings into their business models.

Gyms rebounded strongly following the end of most pandemic restrictions in the US, but digital habits have become ingrained for many people. How can fitness studios and brands strike a balance between their digital and physical offerings to keep Americans engaged with exercise?

Research from PureGym has found that interest in alternate forms of exercise is set to increase in 2022, as individuals move away from pandemic-imposed and traditional forms of exercise and are taking an increased interest in incorporating fitness into their daily lives through fun or convenience.

Social media and pandemic lockdowns have transformed the role that personal trainers play in fitness habits, with virtual classes becoming central to many people’s routines. Why are online workouts so appealing to some, and how is this digitisation reshaping notions of fitness?