How The Pandemic Changed The At-Home Workout Game

Fitness
Written By Sammi Wong

This article was originally posted on Excuse My Thoughts.

For many people, going to the gym is the best way to exercise. Gyms give us access to the machines, equipment, and space we need to get fit. They also act as a social space, whether we're working out with friends or working with a personal trainer. However, the global pandemic has disrupted the world and the way things work. With lockdowns and social distancing in place, people have had to work out at home, alone. This has resulted in unprecedented growth in the home workout industry. Companies are seeing higher attendance for live and pre-recorded online classes. YouTube fitness channels are gaining more views and subscribers. And, of course, people have started buying their own workout equipment. So, how - and how much - did the pandemic lead to a dramatic change in where and how we work out?

The Rise of Home Workouts

Working out at home is not a new concept; some people prefer it for several reasons. To start, many people find gym memberships too expensive. Others think going to the gym is too time-consuming, as it adds yet another stop to our already-long daily commute. Finally, some feel too self-conscious to work out around other people. Because of this, the home workout industry has always had its customers. But how much has it grown since the start of the pandemic?

According to the NPD Group, a market research company, fitness equipment revenue doubled between March and October of 2020. Treadmill sales went up by 135%, while "stationary bike [sales] nearly tripled". Dumbbell shortages have been constant since the pandemic's beginning. Additionally, recreational items like surfboards, golf clubs, and kayaks have seen significant increases in popularity. Even rollerskates have made a comeback, with companies like Moxi Skates and Impala Rollerskates constantly running out of stock. Interestingly enough, workout apparel sales have declined. People are less concerned about how they look now that no one is around to look at them. Adidas experienced a decline of 38%, while Under Armour went down by 45%. Lululemon, on the other hand, had an increase of 155%.

It isn't just companies that have seen recent surges in success. There are many fitness instructors who have gotten a boost, too. Adriene Mishler has more than tripled her daily views on her YouTube channel, Yoga with Adriene, since last March. Fitness Blender's Daniel and Kelli Segars saw their daily subscriber count double immediately after the pandemic was officially announced. Other YouTubers like Caleb Marshall (Fitness Marshall), Maddie Lymburner (MadFit), and Cassey Ho (Blogilates) have also had significant increases in views and subscriptions. YouTube's convenience and accessibility have undeniably helped fitness instructors build their audiences during this time.

The Shift in Fitness Industry Power

In 2019, Peloton was mocked for their weird holiday commercial. Fast forward to now, where Peloton has seen a 232% increase in revenue and a 400% rise in stocks. The company, best known for its $3,000 spin bike, became the second-most relevant brand of 2021, jumping up from No. 35 and coming in just behind Apple. While Peloton has quickly become a giant in the home fitness industry, many others have seen huge gains as well. For example, Tonal, which sells wall-mounted home gyms, had a "700% year-over-year increase in sales". Mindbody reported a 78% increase of consumers in their live-streamed classes on a weekly basis. Finally, Mirror blew past its revenue projections by over $50 million; the list goes on and on. Home fitness companies are experiencing a definite rise in power.

Unsurprisingly, the pandemic has left a negative impact on gyms. According to the IHRSA, an international fitness lobby group, 15% of gyms had permanently closed by September 2020. It has also been said that the "industry lost more than $15 billion in revenue and cut 480,000 jobs". Companies like Gold's Gym, 24 Hour Fitness, and Flywheel have filed for bankruptcy. Additionally, around 60% of Americans aren't planning on returning to the gym. However, many gyms have learned to adapt. 72% of fitness clubs now offer live and on-demand virtual classes. Companies like Planet Fitness have since developed their own workout app. Finally, some facilities are going beyond fitness to stay afloat, offering services like wellness talks, online gaming sessions, and food programs.

The Future of Gyms and In-Person Classes

People are divided over how the fitness industry will look when the pandemic is finally over. For now, companies like Peloton, Tonal, and Mindbody are clearly here to stay. However, there is no guarantee that their success will last forever. While some people are more than ready to return to the gym, others are permanently cancelling their memberships. There are several reasons why things could potentially go either way.

There are three main motives for people who are desperate to go back to the gym. First, people have had enough of doing everything over the computer. Whether we're attending virtual classes, meetings, or appointments, "live-stream fatigue" is a real issue. Next, people miss getting to see other people face-to-face. Socializing is a big part of the gym experience, and working out at home can be isolating and lonely. Finally, gyms have a wide variety of machines and equipment to use. Even with home equipment in high demand, most people don't have the money to buy a complete set-up.

There are also three main reasons why people want to continue working out at home. To start, some people still feel anxious about COVID-19 and the vaccine rollout. This is especially true for immunocompromised people who want to take extra precautions. Next, people have invested a lot of time, money, and effort into setting up their own space. The more they invested into making the perfect home gym, the less likely they are to abandon it. Lastly, many people are simply too used to their new workout routine to go back. They want to stick with the convenience, control, and lack of commute. Fitness industry analysts have suggested that if gyms and fitness companies want to survive, they should offer in-person and online classes to accommodate everyone.

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Sammi Wong
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