Top 5 OTT Trends Fitness Operators Must Not Miss
The Covid-19 pandemic has changed the definition of normal. With many countries still under lockdowns, people are housebound. This has made it even more difficult for fitness operators to satisfy their members and build long-term relationships with them. It is estimated that the US gym and health club industry lost $13.9 billion from mid-March to August 3.
However, even at such times, the OTT trends are sure to present you with the best opportunities possible. These can help fitness operators, like you, achieve the ultimate goals of maximizing revenue, attracting new subscribers, and building strong relationships with members.
As a fitness club owner, you must leverage the following OTT trends this year.
The 5 OTT Fitness Trends You Can’t Miss Out On
1. Live Streaming and One-on-One Fitness Coaching are on the rise.
Facebook recently discovered that people spend about 3x of their video viewing time watching live videos. As a result, it has begun to prioritize live streaming videos in their users’ feeds.
As views love watching live content, these are likely to redefine the physical culture of the fitness industry. As most nations still continue to be affected by the COVID-19 outbreak, more and more fitness operators are likely to live stream on various social media platforms like Facebook, Instagram, and Zoom or any other self-built application using various subscription models, delivering their services and keeping the community’s spirit alive.
Live videos will help fitness operators engage with their target audiences and understand their pain points. This trend will also allow them to market themselves and their services while improving their relationship with members/subscribers. In fact, live stream videos are predicted to grow by 35% by 2026.
2. More Fitness Podcasts are likely to be explored.
Spotify’s premium subscription accounts for more than 90% of its revenue, including 75 million paid subscribers out of 170 million monthly users.
Regular and positive communication with members would certainly be the key to building good relationships with them. And, nothing could work better than creating a health and fitness-related podcast.
Fitness operators can leverage podcasts to share health and fitness tips and tricks with members. This could help them retain more members, without compromising the quality of their brand and delivering members great experiences in an online setting.
Listening to a podcast is as effortless as hearing songs on a radio, and this could definitely help the members to grasp a few fitness tips while doing laundry, cooking, or performing any other household duties thus adding value to their lives.
3. Original video content will get more love.
YouTube is being used by 62% of businesses to upload video content, and 90% of users claim they discover new brands, products, and services on YouTube.
The convenience and the low-cost availability of video content online attract most fitness enthusiasts towards it and allow them to try out new exercises and tricks to build muscles or tone up their bodies.
Original and authentic videos do not only benefit the viewers but also provide a plethora of opportunities to fitness operators. The number of views and subscribers one can generate on a platform like YouTube goes beyond what one could imagine. It allows fitness operators to build their identity and generate a fan following that can later be converted into paid subscribers or members.
The popularity of reels over time has also opened doors for fitness operators to explore and gain traction on platforms like Instagram too.
4. Online fitness communities are likely to take a leap.
62% of millennials are more loyal to brands that interact with them through social media.
One of the easiest ways to keep in touch with your members is generally through chat groups like WhatsApp or Facebook Messenger that you can use to communicate and keep all your members informed. More importantly, you can encourage them to communicate with one another, reinforcing group ties.
It also allows them to bring like-minded people together and when it comes to fitness, motivation plays a major role. And, online communities act as a source to keep the members motivated and active, while allowing you to build personal connections with members.
Building community is not only confined to chat groups, but you can also form Facebook groups or even develop an application.
5. Fitness blogs are likely to gain more popularity.
Common barriers between the product or service providers and their audiences have been shattered by the internet, and fitness blogs are no exception. Fitness blogging allows fitness operators to connect with a wider range of audiences. Your fitness blog covering interesting and relevant topics on nutrition, indoor and outdoor exercises, yoga, mindfulness, meditation and other fitness topics can help you engage deeply with your members and over a course of time become your lead magnet and fetch you a monumental increase in traffic.
Your blog can also boost your long-term market success by establishing and reinforcing your credibility as a fitness thought leader in the industry. In fact, traditional marketing is 62% more expensive than blogging and content marketing. In terms of lead generation, content marketing generates 3X the number of leads than paid search. These OTT fitness trends will carve the future of the fitness industry. In fact, the global online/virtual fitness market size was valued at $6,046 million in 2019 and is projected to reach $59,231 million by 2027. These trends are sure to help you attain your goals as a fitness operator and reach new heights in the industry.