As the Coronavirus continuous to spread, fitness studios across the world are shutting down their doors and adjusting to this new reality. This unprecedented shift has inspired creativity and flexibility for gym and studios since they are largely dependent on physical locations and on-site staff xx(https://edition.cnn.com/2020/04/01/business/fitness-studios-coronavirus/index.html). Modo Yoga has, for instance, introduced free classes on Instagram Live to continue serving its clientele spread out across the US, Canada, France, and Australia. SoulCycle, a close competitor to Oh-So Cycle, has reacted by closing all its locations globally, only hoping to reopen once the pandemic situation clears (https://edition.cnn.com/2020/04/01/business/fitness-studios-coronavirus/index.html) xx. Despite controlling a significant market share, SoulCycle does not offer any online classes and is only planning on releasing on-demand virtual classes in 2021. Smaller studios are the ones hurting most since they lack the resources for proceeding with virtual classes. Instead, most of the smaller studios are creating YouTube workouts as a way of keeping their clientele active and entertained.
The UK workout routine has also been significantly affected by the country recording among the highest infection rates in Europe. The heightening infection cases led to the imposition of a lockdown on 23rd March the prime minister Boris Johnson xx (https://www.independent.co.uk/life-style/health-and-families/coronavirus-home-workout-exercise-class-yoga-dance-kids-elderly-joe-wicks-a9421126.html). This move curtailed members of the public from leaving their home for whichever reason, including to exercise. While people have more time to exercise, a majority are likely to feel less motivated to work out and, as a result, neglect their fitness routines. Similar concerns have prompted fitness studios and gyms to set up online classes that people can join while at home to adhere to their fitness goals while staying connected to the fitness community.
In the US, most gyms and fitness studios have closed their doors since mid-March to flatten the curve for Covid-19. Among such institutions is Oh-So-Bike’s competitors such as Orangetheory and Planet Fitness. Some of the customer-centric fitness studios have acknowledged the challenges its clients are facing in following through with their workout plans while at home and crafted effected solutions to keep them going. Live-streamed and recorded digital classes where one can join from anywhere are the new products in great demand among fitness lovers XX (https://www.cbsnews.com/news/coronavirus-free-online-workout-gyms-live-stream-classes-during-outbreak/). This counterreaction strategy has been taken up by most fitness studio with regular uploads. For instance, Orangetheory uploads 30-minute workout videos from its popular coaches across the world xx (https://www.cbsnews.com/news/coronavirus-free-online-workout-gyms-live-stream-classes-during-outbreak/). It also goes ahead to assure its clientele that workouts do not require sophisticated equipment and they can instead utilize everyday household items.
In the three magazines mentioned above, the authors are hinting at the evolution of the traditional gyms and fitness studios. A study of market leaders’ in the gym industry in the US clientele postulates that only 25-30% of people will resume in-person classes (https://www.cnbc.com/2020/04/29/lockdowns-have-changed-the-fitness-industry-forever—how-workouts-will-change.html). The rest of the population will prefer to work online using the materials availed over the internet. Motwani, the co-founder of Fitternity, India’s largest online marketplace for fitness service opined, “The way we work out may never be the same XX. This statement is commonly agreed on by the three articles since there has been a general increase in online gym membership figures among institutions offering live-streamed and recorded digital classes. In addition to maintaining body fitness,t, Orangetheory’s at-home workouts also aid in alleviating stress and elevating people’s moods during these devastating times. COVID-19 has created significant pressure among global citizenry due to the pressures and widespread suffering for those who contract the virus or lose their loved ones.