Platforms Featured Global

Health, fitness app sessions increased by 31% in 2021

Singapore – The pandemic has paved the way for people to opt out utilizing digital experiences, including the usage of mobile applications. Under such categories are health and fitness apps, to which its digital lifestyle solutions have made their app sessions increase by 31% during H1 in 2021 globally, the latest insights from mobile marketing analytics platform Adjust shows.

The increase in app sessions are noted despite the gradual re-opening of gyms and fitness centers globally due to eased pandemic restrictions. Yet, health and fitness app installations have dropped by 24% during H1 of this year.

This is a large contrast with the previous Adjust statistics that showed that the aforementioned app installs of apps under that category saw a spike by 67% by March 2020, and sessions boosted by 48% during May 2020, an indication of online activity in these apps due to existing pandemic restrictions back then.

In terms of workout and fitness frequencies on these apps, the insights noted that Sunday was the most preferred day to workout during the week, with Friday being the least favorite. Meanwhile, in terms of peak weak performance, health and fitness global sessions were at peak during the first week of March last year, 9.1% above the H1 average.

“Although installs are not as impressive as last year, sessions are trending upward, suggesting that users are sticking with apps since adapting to taking care of their mental and physical health from home. The growth is expected to continue, but the key challenge for apps is to gain the competitive edge and acquire more high-LTV users,” according to April Tayson, regional vice president for INSEA at Adjust.

Marketing Featured Global

Fitness fans favor 60:40 split between in-gym, home workouts post-pandemic

New Zealand – Global group fitness brand Les Mills has just released its global study on fitness consumers’ attitudes and perceptions post-pandemic, and interestingly, it found that even if social restrictions are gradually being lifted, exercisers won’t be dropping their home workouts anytime soon, where majority, or 59%, favoring a 60:40 ratio between doing gym and home workouts.

If there is one major shift in consumer behavior during countries’ lockdowns, it’s that everyone maximized their creativity to continue their daily activities within the corners of their abodes. The household trend has now become a phenomenon, and in the fitness world, enthusiasts and professionals alike leveraged today’s digital-heavy lifestyle to continue fulfilling their regimens with fitness brands pivoting to providing services virtually.

In the 2021 global report by Les Mills which examined the insights of over 12,000 consumers across five continents, it was found that majority has seen the benefits of home workouts and are planning to stick with it, where 80% of those that are gym members plan to continue using digital workouts post-pandemic.

The report now refers to ‘Omnichannel Fitness’, which is a blend of in-gym and digital home workouts. The said type of fitness engagement is tipped to gain traction as we emerge from the pandemic, notes the report.

Of those that are raring to go back to in-person fitness classes, the reputation of instructors has been identified to be the top-most important factor for gymgoers when choosing a live class with 28% favoring it, followed by quality of music (24%) and type of class (21%).

“Quality instructors are cited as a key component of the ‘live revival’, meeting strong consumer demand for added motivation and deeper connection in their workouts,” the report noted.

Les Mills Founder and Executive Director Phillip Mills, said, “After months of being stuck at home, people can’t wait to get back to fitness facilities and enjoy their favorite workouts with familiar faces.”

According to the report, gyms worldwide are making strong recoveries since reopening, with class occupancy at 120% of pre-Covid levels in markets where capacity restrictions have lifted.

After a year of enforced home workouts, appetite for live fitness experiences in groups is soaring, with 85% of gymgoers interested in trying live classes in their facility.

Amid inspiring accounts of fitness enthusiasts adapting to the current socially constrained situation, the lockdown has also given birth to a new group of fitness consumers, the ‘beginners’.

The new generation of fitness fans may be attributed to how the bandwagon of home workouts made it friendlier for those that aren’t into fitness before to take the first step to a workout regimen. According to the report, 27% of regular exercisers in this period describe themselves as ‘absolute beginners’.

The report finds that 82% of consumers now regularly exercise or soon plan to, while 75% of this group do gym-type activities, making fitness the world’s biggest sport. With the type of class, HIIT is the most popular favored by 32%, closely followed by indoor cycling (30%) and dance classes (29%).

“Much like bars, restaurants, and sports events, fitness is experiencing a real ‘live revival’, as people make up for lost time with a renewed appreciation for real-world social settings,” said Mills.

Marketing Featured East Asia

PURE Fitness to open biggest branch in Tsim Sha Tsui

Kowloon, Hong Kong – PURE Fitness, a physical fitness facility, has announced its biggest branch opening at K11 MUSEA in Tsim Sha Tsui, an urban area in Kowloon, Hong Kong.

PURE Fitness provides a wide variety of training methods in their fitness centers, such as boxing, powerlifting platforms, athletic turf, movement zone, performance cardio, among others.

The Tsim Sha Tsui center covers 30,000 sq ft of net space, which includes different studio features like a group fitness room, private training studio, private stretch area, and weightlifting platform, as well as an athletic turf track, and gymnastic equipment, among others. 

Members may also enjoy several body training equipment and methods, such as 30m-long open running turf featuring sprint-resistance equipment like Run Rocket, SORINEX racks system, Booty Builder Station, Intelligent x Innovative training, 3,800+ sq ft free-weights training area, and MoveStrong custom frame with a panoramic harbor view.

PURE Fitness also offers personalized training programs with hired certified ProPTs, group fitness & group cycling sessions, and FUZE, a boutique group training with high-intensity sessions.

The new branch will open in May 2021, where opening hours on weekdays will be from 6:00 am to 12:00 am, opening hours on weekends and public holidays will be from 8:00 am to 10:00 pm.

Other branches are located at Causeway Bay, Mongkok, Ngau Tau Kok, and Wan Chai.

Marketing Featured Southeast Asia

MARVEL invites SEA fans for its first-ever virtual run

Singapore – Media franchise MARVEL is hosting a virtual run for its MARVEL fans across the Southeast Asia region, in collaboration with social fitness and marketplace company LIV3LY.

The run is centered for fans to be inspired by MARVEL’s heroes such as Black Panther, Black Widow, Captain America, Captain Marvel, and Hulk, and embody inner potential through collaborative racing and teamwork.

Those who are interested to participate can choose to run solo or go in groups of 2-3, as long as participants will abide by their local government protocols on joining in group activities.

The race is available at distances of 5KM, 15KM and 25KM, and are categorized by individual, parent-child tandem, or team of 2-3 races.

All registrants are entitled to an exclusive MARVEL Virtual Run drawstring bag and a themed finisher tee, while those who will be able to successfully finish the 15KM and 25KM categories will receive a MARVEL Virtual Run trophy. Participants can also take part in MARVEL Virtual Run challenges to win other prizes.

The race is open for participants in Singapore, Malaysia, Indonesia, Thailand, Vietnam, Myanmar, Cambodia, and Brunei.