The Future of Fitness is Friendship
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Jeffrey Pinkerton
What is the future of fitness? If you get the same marketing emails I do, you'd think it's all about technology and trackers, the next new "thing" or machine promising to "revolutionize member engagement." Don't get me wrong, I love technology, but I don't believe the future of fitness (at least not a healthy and thriving version of the future) will involve more screens and more stats. Don't we already spend enough time each day staring at screens? I believe the future of fitness will be defined by people and programs, by connection and community. The future of fitness is friendship.
Three Epidemics, One Opportunity
Right now, the world faces three overlapping epidemics: physical inactivity, obesity and isolation/loneliness. Each one is serious by itself, but together, they form the biggest opportunity our industry has ever had. We can't fix loneliness with a leaderboard. We can't deliver meaningful and memorable experiences if everyone is wearing earbuds. And, we certainly can't encourage people to move by simply providing them with more information. People don't need more information; they need inspiration.
Fortunately, that's something our industry can deliver. We can create spaces where people feel seen, supported and connected. Spaces where people move together, laugh together and keep showing up – not just because of the workout, but because of the community and connection that keeps them encouraged and motivated and moving.
Pickleball and the Power of Fun
If you want proof that friendship is the future, just look at pickleball. No one predicted that millions of people, many who hadn't been active in years, would fill courts across the country to play a sport with a funny name and a whiffle ball.
It's not about the calorie burn. It's not even about the competition. It's about community. It's about fun. Pickleball, to its great benefit, is inclusive, easy to get started, easy to get addicted to and easy to invite a friend. You can show up at the courts with a group of friends or by yourself (particularly on "open play" night, where the courts are open for all), and you can play – for an hour or for a lot of hours. The cost to get started? My first paddle only cost $30. And, if my wife is reading this article, so did all of my others. And, what about technology? Surely there is some high-tech component involved. Isn't that what the consumer wants? Zero technology. In fact, on a great night of playing pickleball with friends, I forget entirely about my phone, my email and the hundred things waiting on my to-do list.
The Social Sticky Web
If you've ever worked in a great health club with a strong group fitness program, you know about the "social sticky web." It's that invisible web of relationships that keeps members coming back. It's the instructor who knows your name. It's the front desk staff who asks about your vacation. It's the member (now a friend) who texts you when you miss class.
In order to pull as many people as possible into this wellbeing web of fitness friends, you need group fitness offerings that are inclusive, easy to get started, easy to get addicted to and easy to invite a friend to. Members should be able to show up with a group of friends or by themselves and immediately be welcomed into the group and into the experience, where the energy of the atmosphere, the enthusiasm of the instructor and the power of the music drive the experience and make the time fly by. And, during a great workout, with endorphins and encouragement running high, maybe members will even forget entirely about their phone or their inbox, or the hundred things trying to steal their time and attention.
The Future is Friendship
I believe, in the future, the most successful clubs will not be those with the "state of the art" machines or the latest and greatest highly personalized data-driven workouts. People may think that's what they need to get fit, to see results. But, we know better now; to see results, people need consistency, accountability, the kind of staying power and social wellbeing that grows from communities, not devices. The best clubs will be those that invest in the events, people and spaces dedicated to creating connections, facilitating fitness and fostering friendships.
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If you'd have told my younger self that I'd be investing hundreds of roughly thirty dollars in a pickleball paddle rather than a new monitor or watch, I wouldn't have believed you. Likewise, you wouldn't have believed me if I told you this truth a decade ago: the latest tech will take a backseat to the greatest opportunity we've ever faced – battling three epidemics at once, not with a what, but with a who – the people in your group fitness rooms.
Do you need an update to programs? An upgrade to your promotions or people? Let's talk about how to energize your club by offering an inclusive, results-jammed and community-packed strength training workout like Group Power. And, sure, we can talk about pickleball, too. Email me at jeffreypinkerton@mossa.net.
