April 1, 2021

How App Variety Can Lead to Increased Digital Adoption

The pandemic forced us all to discover new ways to help our members work out at any time, any place, and on any platform. In the recent Club Industry "Trends to Watch in 2021" report, the storyline that dominated was that members want a digital fitness experience. Welcome to the wild, wild west of applications! 

The pandemic forced us all to discover new ways to help our members work out at any time, any place, and on any platform. In the recent Club Industry "Trends to Watch in 2021" report, the storyline that dominated was that members want a digital fitness experience. Welcome to the wild, wild west of applications! 

Before we go too far, let's make sure we're on the same page regarding the term 'applications.' Often, we use it to refer to the apps we download and use on our phones. But, applications are available on various devices: your desktop/laptop, your mobile devices, and your TV! For computers, you can utilize web-based applications, your phones and tablets make use of mobile applications, and your SmartTV has application capability. When designing your digital strategy, you'll want to consider providing options for all three of these devices to ensure you can meet your members where it's most convenient and where they are most comfortable. 

Here are a few ways leveraging all three types of apps can be of benefit:

Increased Perceived Value

The most significant advantage of using multiple apps to deliver your programming is increasing your studio’s perceived value. If members can consume your content easily with a computer, a mobile device, or via a TV, your members can personalize their experience. Even if they do not actually use your digital content, the ability to access it in so many ways shows a commitment to the customer, thus increasing your offering's perceived value. Our value goes beyond the amenities inside our four walls these days; so you’ll want to maximize your value with multiple app options.

Potential Customer Acquisition

Digital options increase your options for acquiring members. Not only is geography and convenience less of a barrier, but confidence and time are no longer barriers to entry. When you use all three types of apps, it's even more likely that customers will find your digital offerings. Having your app show up in all three marketplaces will increase visibility to both your digital and in-person options, and can also provide a new avenue for attracting new members. By having an easily accessible digital platform, potential members can quickly find your studio and offerings, trial your workouts and instructors, and get a feel for your connected community.

Convenience and Customization

With increased options for accessing your content, in-person and online, as well as multiple viewing options afforded with diverse apps, your members can easily workout with you when they want, how they want, and where they want. The added convenience and flexibility will provide a new 'stickiness' to your club; even when they can't be with you in-person, they can take advantage of your offerings. Not to mention, many members will take advantage of using your digital programming in your club if it's easy to have in their pocket or you leverage Smart TVs in your facility. The more guided a member can be by your professionals, the more this will increase your retention rates.  


We must embrace the shift in consumer behavior that has occurred; our members expect us to provide programming via (at minimum) one application. But why stop there? Platforms like Intelivideo, which we have an integration with, help you increase your return on investment by simplifying the roadmap to using all three.