“Gyms, fitness centers, and exercise studios” are among the businesses that had to temporarily close to comply with social distancing policies. This has led the industry to adapt and evolve to embrace the new normal. We now see the launch of online exercise classes that members can follow from home, personal training via video calls, or allowing members to choose times for trainers to come to their homes.

Of course, the fitness industry is being disrupted by technology that enables people to work out at home. “Peloton,” a streaming fitness business, has turned a crisis into an opportunity, allowing people to exercise at home even during lockdowns. They sell bikes and treadmills equipped with touch screens and large speakers designed to make members feel as if they are in a class with a real instructor. For those who do not want to invest in a bike or treadmill, they can download the app to access various classes for just $12.99 per month, which is cheaper than many gym memberships. Additionally, Peloton employs well-known instructors for its classes and has many celebrity members, allowing at-home participants to feel like they are working out alongside famous personalities.

        Another startup leveraging technology to create a home workout experience is Mirror, which sells a mirror screen technology with built-in cameras and speakers. When turned on, it displays classes and instructors for members to follow interactively, with the instructor able to motivate and encourage members through motion sensor technology. When turned off, it becomes a full-length mirror. Mirror's technology is priced at $1,495, with a monthly membership fee of $39.

        In Thailand, working out at home is becoming a new trend that is likely to persist even as the pandemic situation improves. Many consumers have tried it and found it convenient. At the same time, the overall number of people interested in exercising is rapidly increasing due to heightened health awareness prompted by the pandemic, as reflected in the number of participants in online classes, which can reach between 2,000 to 30,000 viewers for live and recorded sessions, showcasing the potential of this trend.

Providers of exercise studios, gyms, and fitness centers are also launching new business models, such as Absolute You Home Workout Experience, an all-inclusive online exercise service that incorporates offerings from the home-stay period. This includes “ABSOLUTE CYCLE Home Pop-Up!” which offers cycling classes with bike rental services, and “ABSOLUTE YOU Virtual Studio,” which features live online exercise classes, “Online Private Session,” a private small group class for three people, as well as “ABSOLUTE Anytime,” an existing online yoga class, all consolidated onto one platform.

Pricing varies by service, with personal classes starting at 400 baht, live classes at 1,900 baht for two weeks, while cycling classes have a membership fee of 1,500 baht and a bike rental fee of 6,000 baht per month. They aim to target both Thai customers and foreigners working in Thailand, as well as expand into international markets, while upgrading various aspects such as live streaming quality and increasing the number of bikes available for rent. Currently, they are negotiating with exercise bike manufacturers and software developers.

These classes will be trialed for three weeks starting from April 20 to May 8, with promotions such as free trials (for some classes), discounts for signing up within a specified time, and more to encourage interested individuals to try the services. They also aim to gather data to improve their offerings further. After this, they plan to expand these services internationally, especially since many foreigners have attended live sessions recently, particularly cycling classes, which will help broaden their customer base without branch limitations.

Similarly, fitness brands such as Fitness First, Celebrity Fitness, and GoFit have increased their online exercise classes to cater to all member groups and are seeking partners and sponsors, leveraging the strength of their trainers who can develop classes independently, whether for workouts, dance, or family classes. To date, they have accumulated over 5 million unique views, responding to member demand better than competitors who rely on licensing or waiting for approval from foreign parent companies.

They have also introduced new technology, such as smartphone applications, to facilitate member services in line with social distancing measures, including checking schedules, booking classes in advance instead of walk-ins, purchasing trainer packages, and requesting trial sessions for friends and family. This is to limit the number of participants in each class and enhance convenience for members. They are developing apps for all three brands: Fitness First, Celebrity Fitness, and GoFit, along with strict cleanliness measures in facilities and equipment, as well as continuous screening of staff and members using the services when they can reopen.

        In addition to various companies actively organizing online exercise classes during the temporary closure of fitness centers, they are also enhancing their unique selling points. For example, “Jet's Fitness 24 Hours” has partnered with True to broadcast online classes through the True ID platform, allowing viewers to accumulate True points for various rewards. Likewise, “Virgin Active” has organized online classes via their app and website, available exclusively to members, aligning with “Fitness 24 Seven,” which, in addition to online classes, has also gathered health content, such as healthy food and drink recipes, to add vibrancy during the closure period.

It remains unclear how quickly people will return to regular exercise routines once fitness centers and studios begin to reopen, or whether consumer behavior will change entirely. Consumers who have invested in equipment and adapted their workouts to fit the gear they have at home may be inclined to cancel their gym memberships, especially those who have invested in high-priced equipment like bikes, treadmills, or weightlifting sets. Additionally, those who go to the gym to meet new people or build a community can join communities on various platforms.