Wednesday 5th November Briefing

Summary

• Introduction and Context

  • Discussion on current business climate and how online fitness trends have shifted post-pandemic.

  • Acknowledgement of hybrid models combining online, live, and community-based approaches.

  • Emphasis on authenticity and personal connection in business communications.

• Online Business Reality Check

  • Online fitness space has changed dramatically since 2020.

  • The market is oversaturated with AI-generated, polished content, reducing human connection.

  • Authenticity and imperfection now stand out as strengths in marketing and social media.

  • Audiences respond to “real” language, small mistakes, and natural delivery.

• Content and Marketing Evolution

  • AI tools can assist with structure and editing but should not replace genuine communication.

  • Encourage professionals to use AI for inspiration, not for full automation.

  • Social media audiences prefer real, relatable posts over flawless graphics.

• Hybrid Business Models

  • Blending in-person and online services creates resilience and variety.

  • Example: combination of live reformer classes, hot yoga, and online short-form content.

  • Smaller in-person events or workshops are gaining popularity for community and connection.

  • Encouragement to build “micro-events” that provide exclusivity and personal experience.

• Shift from Fitness to Wellness

  • Major trend towards wellness, well-being, mobility, and restorative sessions.

  • Audiences prefer gentle fitness such as Pilates, mobility, and stretch over high intensity.

  • Retro-style fitness events (80s and 90s themes) resonate emotionally and build nostalgia-based engagement.

  • Fitness professionals should adapt language and branding from “fitness” to “wellness” or “strength and recovery.”

• Online Program Design and Delivery

  • Subscription fatigue is a growing issue; shorter, goal-focused programmes work better.

  • Successful formats include:

    • 7-day or 14-day wellness challenges.

    • 10-minute workout series combining movement and mindset.

    • Seasonal programmes (e.g., December mobility or January stretch challenges).

  • People want quick wins, progress tracking, and a sense of completion.

• Community Engagement and Accountability

  • Accountability is vital in online programmes—use WhatsApp groups, PDFs, or progress trackers.

  • Clients like printable tick sheets to track completion.

  • Online success depends on building consistent community connection, even virtually.

• Key Challenges in Online Fitness

  • Difficulty in retaining online members long-term.

  • Lack of new clients entering long-standing memberships.

  • Decreased interest in large on-demand video libraries—people prefer fresh, current content.

  • Subscription models require constant updates and can cause burnout for instructors.

• Recommendations for Sustainable Growth

  • Focus on smaller, repeatable offers instead of continuous subscription models.

  • Create thematic programmes with clear outcomes (e.g., “21 Days of Strength and Mobility”).

  • Use strong branding—fonts, colours, and logos that align with your values and target demographic.

  • Rebrand as needed to keep the business fresh and consistent with new market trends.

• Technology and Tools

  • Highlight of new StreamYard features for content creators:

    • Multi-streaming to Facebook and Instagram simultaneously.

    • Built-in editing for removing chat sections before upload.

  • Recommendation to use StreamYard or Restream for professional content delivery.

• High-Ticket and Personalised Programmes

  • Opportunity for one-to-one online premium coaching.

  • Suggested model: 4- or 12-week high-touch mentoring with accountability calls and WhatsApp support.

  • Fewer clients but higher value, allowing deeper transformation and stable income.

• Business Adaptability and Economic Awareness

  • Encouragement to remain flexible with offerings due to ongoing economic uncertainty.

  • Important to continuously review business strategy and ensure it aligns with your energy and goals.

  • Hybrid models remain the most sustainable structure for 2025–2026.

• Key Mindset Advice

  • Build a business that fits your life and gives you energy.

  • Avoid burnout by structuring breaks and seasons of focus.

  • Be ready to evolve your services as technology and customer habits change.