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fitness

Fitness Industry Shutdown Punishes RivCo’s Less Affluent

RIVERSIDE COUNTY, CA — Ryan Gallagher owns eight Planet Fitness franchises in Riverside County, and for the third time since March he’s had to lay off 120 employees.

The latest lay-off came this week when state officials announced that Riverside County was moved back into the state’s most restrictive “purple tier” to prevent further coronavirus spread. The news impacted several industries. For gyms and fitness centers, it means all operations must move outdoors or close.

Moving thousands of dollars worth of fitness equipment outside, exposing it to weather and theft, is daunting for Gallagher. Where space provides at certain Planet Fitness locations, outdoor tents could be erected, but 24-hour security would still need to be in place to protect about 20,000-square-feet of equipment, which is the approximate size of each gym, he said.

The monthly $10 membership fee charged to Planet Fitness customers makes the outdoor scenario cost prohibitive, Gallagher explained.

“It’s not economically viable. We can’t do it,” he said.

Friday Gallagher was closing all eight Planet Fitness gyms. It’s ironic because he and other fitness leaders helped draft the state’s 16-page COVID-19 Industry Guidance for Fitness Facilities, he said. Not only did Gallagher adhere to the state guidance — which includes physical distancing, face coverings for members and employees, disinfection stations, and regular stringent cleaning of equipment — he also followed Planet Fitness’s 90-page health document that aims to prevent COVID-19 spread at its facilities, he said.

Gallagher pointed out that it’s not just facility owners who are struggling. Preventing access to less expensive fitness centers is harming lower-income people who rely on gyms to get a safe workout.

For people with resources and larger living spaces, home gyms might be practical — not so for apartment dwellers on tight budgets. Plus, people in more disadvantaged communities may be leery about taking an exercise routine, like running and walking, outdoors due to concerns about elevated crime in their areas.

Gallagher calls the inequity “an unintended consequence” of gym shutdowns.

“California was the leader of fitness in the country,” he said, claiming that Planet Fitness franchises in all other states are currently operating at some capacity.

“Fitness is essential for physical and mental wellbeing,” he continued. “[Our clients] can’t even relieve the stress [brought on by the pandemic].”

Data have shown that people most impacted by COVID-19 have underlying health conditions — many are also people of color living in economically disadvantaged communities. This is the demographic, Gallagher said, that can benefit most from access to low-cost fitness to help stave off myriad health problems.

“Keeping gyms closed is making people sicker,” Gallagher said.

Under the purple tier that Riverside County is now in, he said there’s a strange irony: “People can fly across the country in a plane for hours, but they can’t go work out in a gym for 45 minutes.”

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Leisure industry workers being treated like ‘second-class citizens’ behind hospitality

The Government has treated people working in the fitness sector like “second-class citizens” behind those in hospitality since the Covid-19 outbreak, the CEO of a leading gym chain has said. 

Millions of pounds have been poured into rescuing the nation’s pubs and restaurants but, when it comes to gyms, leisure centres and health clubs, the Government has effectively left the sector to fend for itself, according to Total Fitness CEO Sophie Lawler. 

Now, Ms Lawler has warned, “the industry is on a precipice”. 

Second-class citizens

The gym boss said it was a source of “great frustration” that the Treasury had cut VAT from 20% to 5% for hospitality businesses, in a scheme that has been extended to March 2021, when the fitness sector has long been calling for this type of relief.  

“The hospitality industry got VAT down to 5%. We’re still paying VAT at 20%,” Ms Lawler said. 

“When you compare pound for pound the level of support between hospitality and leisure, we very much feel like second-class citizens.” 

Eat Out to Help Out

Eat Out to help out was cited in contrast to the leisure industry’s treatment (Photo: PA)

The Government set aside £500m to fund the hugely popular Eat Out to Help Out scheme intended to breathe life into the nation’s floundering restaurants and pubs over the summer. Under the initiative, participating businesses offered diners 50% discounts of up to £10 per person on sit-down meals and soft drinks every Monday to Wednesday in August. 

Ms Lawler said she was “baffled” that the fitness and leisure had been “left on the sidelines”, particularly given that the Government is stepping up its drive to combat obesity. 

In July the Department of Health and Social Care unveiled its Better Health campaign, intended to “get the nation fit and healthy, protect [people] against Covid-19 and protect the NHS”. 

Launching the campaign, Boris Johnson was frank about his own weight when he was admitted to intensive care with the virus in March: “When I went into ICU, when I was really ill, I was way overweight … I was too fat,”the Prime Minister said. 

Gyms ‘part of the solution’ to Covid

“Obesity is a particular point of challenge when it comes to recovery rates from Covid,” Ms Lawler said. 

“It’s frustrating to operate so diligently in a sector that is absolutely part of the solution and not the problem and have so little support. 

“It’s literally the Coronavirus Job Retention Scheme and ‘Work the rest out guys – We need you in the future but it’s up to you to survive this storm.’” 

The community sport and physical activity sector contributes about £85bn to England’s social and economic value alone, according to a recent report. 

Social value”, including physical and mental health, wellbeing, and individual and community development is estimated at just under £72bn, the research, commissioned by Sport England and conducted by Sheffield Hallam University, found. A further £13bn in economic value

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Curves Celebrates 28 Years of Ingenuity and Innovation in the Women’s Fitness Industry

Enhanced membership options offer franchise owners additional revenue streams. New franchise opportunities for entrepreneurs extend beyond the reach of local clubs.

WACO, Texas, Oct. 22, 2020 (GLOBE NEWSWIRE) — This year, Curves celebrates 28 years of delivering a fitness solution designed specifically for women and 28 years of creating entrepreneurial opportunities for women who want to own their own business, provide for the financial needs of their families, and be a health resource in their communities. Krishea Holloway, President and CEO of Curves NA and Oceania, Inc., says that in 2020, Curves offers even more opportunities for entrepreneurs who have a passion for fitness and healthy living.

When Holloway took ownership of Curves in North America and Oceania in 2019, she introduced changes to help existing franchise owners better manage their businesses, increase their revenue, and improve their members’ gym experience. Now Curves is offering entrepreneurs new ways to engage with the Curves brand.

For franchise owners of local Curves clubs, Holloway’s upgrades include:

State-of-the-Art Operating System
Curves’ partnership with WellnessLiving offers owners an operating system that provides integrated CRM, payment, and member loyalty program tools and enables personalized webpages, reporting, and client communications.  

Enhanced Revenue Opportunities
The MyCurves on Demand program replicates the traditional Curves full body workout using a resistance band in place of the club’s circuit equipment for streaming workouts that can be done anytime, anywhere. When COVID-19 forced gyms to close temporarily, the at-home program provided an ongoing revenue stream for owners and a daily workout for Curves members. The MyCurves On Demand + Coaching Membership add-on includes weekly sessions with a Curves Coach. 

The Curves Health and Wellness Education Series allows Curves Coaches to become health resources in their own communities by delivering the most recent research on important health topics. Courses include dynamic e-leanings, weekly content review, and an extensive library of functional exercises. 

The Curves Strong (USA & Canada) and Curves Strong AU/NZ (Australia & New Zealand) apps provide Curves members with incentives to upgrade to premium status. 

For entrepreneurs looking for a more flexible franchise option, Curves now offers:
Curves Ambassador Program
Curves Ambassadors are independent contractors who develop a network of prospects and subscribers. They earn commissions for direct sales of Curves virtual offerings and products in areas with no Curves gym. 

Curves On The Go

Certified Curves On The Go Coaches lead group fitness classes at convenient “drop-in”, party, or corporate locations throughout their community. 

“I started my first Curves franchise at the age of 21, and I want more ambitious entrepreneurs to see Curves as a place to start and grow,” said Holloway. “My advice to aspiring business owners is, ‘It’s never too early or too late to start. Don’t count yourself or your financial situation out before you try.  I found a way to make the finances work on my own, even at an early age.’” 

Curves is famous for its 30-minute fitness circuit, with a Curves Coach at every workout and accountability to stay on

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Planet Fitness seen benefiting from gym industry consolidation (NYSE:PLNT)

Macquarie reiterates its Outperform rating on Planet Fitness (PLNT +0.2%) on the membership and franchisee resiliency it sees for gym operator.

Analyst Paul Golding thinks Planet Fitness is poised to win the COVID-19 gym consolidation. “We see brick-and- mortar fitness continuing this wave of consolidation as independent and mid -tier gyms pull the plug, especially in CA and NY, given the prolonged shutdowns,” he notes. The list of gym closings includes 24 Hour Fitness, Flywheel and Town Sports.

“Planet’s almost 2,100 (est.) stores provide convenience, flexibility, and value for members trading down or looking to complement a virtual setup at home,” notes Golding.

For Q3, Macquarie models 34 new store openings, a total membership figure at quarter end of 14.7M, revenues of $121M vs. $109M consensus and adjusted EBITDA of $42M.

Looking further down the road, Macquarie sees FY21 EPS from Planet Fitness of $1.63 vs. $1.66 consensus and FY22 EPS of $2.23 vs. $2.17 consensus.

See all the consensus estimates on PLNT.

An interesting comparison for Planet Fitness is Dick’s, which benefited greatly this year from bankruptcies from within the sector.

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The Fitness Industry Goes Digital With the Help of Newswire’s Distribution Platform

Press release content from Newswire. The AP news staff was not involved in its creation.

NEW YORK – October 19, 2020 – ( Newswire.com )

Newswire’s Distribution Platform has aided fitness companies in their marketing and promotional efforts during this transitional era for the industry. The digital adoption wave has led to certain brands excelling over the past 6-7 months, as at-home workouts and health-conscious workarounds have accelerated sales revenue and online traction for multiple fitness and wellness companies. Now, with Newswire’s opportunities for omni-channel content distribution, brands can amplify their online presence and catch the attention of fitness enthusiasts through a targeted press release distribution campaign. 

Josh Barro of New York Magazine cited the digital success of brands such as Peloton, Equinox, and Lululemon, with each company making significant strides in online fitness instruction. Peloton, in particular, generated $607 million in revenue in Q2, up 172% from the same quarter from the previous year. 

“The success is undeniable, but the major players aren’t the only ones that are benefiting from this online adoption,” said Charlie Terenzio, Newswire’s VP Earned Media Advantage Business. 

“We have worked with multiple small and midsize fitness companies that have taken advantage of the growing digital fitness landscape. The ability to target outlets through our platform provides them with the opportunities to get in front of potential customers that are looking to get fit and try new fitness trends.”

The platform helps CMOs and similar C-suite executives target industry media to gain greater brand awareness and publicity.

“The powerful targeting capabilities allow executives to position their content in front of reputable outlets and publications within the fitness industry,” said Erik Rohrmann, Newswire’s Senior Vice President and Chief Operating Officer. 

Newswire’s Distribution Platform assists fitness pioneers as they grow their influence across the industry. Compared to competing services, Newswire offers more reach and greater visibility so to help brands get better returns on marketing and communication spend.

If you plan on going digital with your brand to target new audiences, find out how Newswire’s Distribution Platform can help boost your brand awareness today. 

About Newswire

Newswire delivers press release and multimedia distribution software and services (SaaS) that empower the Earned Media Advantage: greater brand awareness, increased traffic, greater return on media and marketing communications spend and the competitive edge. With over a decade of experience, Newswire continues to provide its customers with the ability to deliver the right message to the right audience at the right time through the right medium.

To learn more about how Newswire can help you, visit http://www.newswire.com.

Contact Information

Charlie Terenzio
VP of Earned Media Advantage Business 
Newswire
Office: 813-480-3766
Email: charlie@newswire.com

Press Release Service by Newswire.com

Original Source: The Fitness Industry Goes Digital With the Help of Newswire’s Distribution Platform

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The Fitness Industry Goes Digital With the Help of Newswire’s Distribution Platform – Press Release

Gyms, cycling bars and fitness clubs have transformed operations during the pandemic – now they look to rebound with a V-shaped recovery.


NEW YORK – October 19, 2020 – (Newswire.com)

Newswire’s Distribution Platform has aided fitness companies in their marketing and promotional efforts during this transitional era for the industry. The digital adoption wave has led to certain brands excelling over the past 6-7 months, as at-home workouts and health-conscious workarounds have accelerated sales revenue and online traction for multiple fitness and wellness companies. Now, with Newswire’s opportunities for omni-channel content distribution, brands can amplify their online presence and catch the attention of fitness enthusiasts through a targeted press release distribution campaign. 

Josh Barro of New York Magazine cited the digital success of brands such as Peloton, Equinox, and Lululemon, with each company making significant strides in online fitness instruction. Peloton, in particular, generated $607 million in revenue in Q2, up 172% from the same quarter from the previous year. 

“The success is undeniable, but the major players aren’t the only ones that are benefiting from this online adoption,” said Charlie Terenzio, Newswire’s VP Earned Media Advantage Business. 

“We have worked with multiple small and midsize fitness companies that have taken advantage of the growing digital fitness landscape. The ability to target outlets through our platform provides them with the opportunities to get in front of potential customers that are looking to get fit and try new fitness trends.”

The platform helps CMOs and similar C-suite executives target industry media to gain greater brand awareness and publicity.

“The powerful targeting capabilities allow executives to position their content in front of reputable outlets and publications within the fitness industry,” said Erik Rohrmann, Newswire’s Senior Vice President and Chief Operating Officer. 

Newswire’s Distribution Platform assists fitness pioneers as they grow their influence across the industry. Compared to competing services, Newswire offers more reach and greater visibility so to help brands get better returns on marketing and communication spend.

If you plan on going digital with your brand to target new audiences, find out how Newswire’s Distribution Platform can help boost your brand awareness today. 

About Newswire

Newswire delivers press release and multimedia distribution software and services (SaaS) that empower the Earned Media Advantage: greater brand awareness, increased traffic, greater return on media and marketing communications spend and the competitive edge. With over a decade of experience, Newswire continues to provide its customers with the ability to deliver the right message to the right audience at the right time through the right medium.

To learn more about how Newswire can help you, visit http://www.newswire.com.

Contact Information

Charlie Terenzio
VP of Earned Media Advantage Business 
Newswire
Office: 813-480-3766
Email: charlie@newswire.com

Press Release Service
by
Newswire.com

Original Source:

The Fitness Industry Goes Digital With the Help of Newswire’s Distribution Platform

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Meet 7 Fitness Trailblazers Determined To Redress The Whitewashing of The Fitness Industry

If you thought the only problem facing the health and fitness industry this year was complications caused by the Covid-19 pandemic, think again. In the wake of the summer’s resurgence of the Black Lives Matter movement, it has also had to reckon with the white ideals the industry has long perpetuated. 

Dora Atim, Nike Running Coach and founder of Ultra Black Running, a safe running community for Black cis and trans womxn and Black non-binary people, shares her personal experience existing as a Black woman in the fitness industry: “It was always rare that I saw another Black person, let alone a Black woman, attending the class or working at one. Most boutique fitness studios cater to a predominantly white audience via their marketing channels, which excludes Black women. I feel like the fitness industry needs to drive away from the “fitfluencer” aesthetic, which usually is a skinny white woman in a super tight two-piece flaunting their abs, which indicates that if you do not look like that, then you are not about this fitness life.”

Indeed, in these trying times, fitness has been one of few ways Black women have been able to relieve and release grief and anxiety. Part and parcel of that is that many Black people are speaking up about racial disparities in the fitness world – and beyond. “Fitness helps my mental health in multiple ways,” continues Atim. “It helps me to refocus and realign my energy into productive things, and also makes me feel really good about myself. I like to view movement as medicine – endorphins and all that.”

With non-Black people now recognising the many obstacles that Black people face everyday, many are considering not just how they might be contributing to the issue, but how they can help to raise up the Black people around them. These acts of allyship include but are not limited to speaking up for them offline or in the face of co-workers; choosing aligned brand partners; educating family and friends; or sacrificing finances and redistributing funds amongst underpaid Black colleagues. 

Personal trainer and columnist, Alice Liveing, is using her white privilege to help facilitate greater opportunities for the Black women around her: “In an industry that, like so many, has been whitewashed, it is crucially important to understand the importance of amplifying Black voices across the fitness landscape. In all areas of the fitness industry, from the trainers on the gym floor to the coaches on the pitches to those in high levels of all sports, we need greater diversity and an understanding that this diversification will improve every aspect of sports and recreational fitness from the ground upwards.”

The good news: a number of excellent Black women have created their very own platforms that offer safe spaces and exercise arenas that come with a supportive community. From the Kelechnekoff Studio, founded by fitness and pole extraordinaire Kelechi Okafor, to the Fly Girl Collective, founded by Matilda Egere-Cooper in response to the lack of diversity in

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Peloton Set to Benefit from Structural Shift in Fitness Industry, Says 5-Star Analyst

The fitness industry has changed, and Peloton (PTON) stands to reap the benefits. Truist Securities’ Youssef Squali recently surveyed 1,500 consumers to gain insights on exercise habits and related preferences, with the findings only reaffirming the analyst’s confidence in PTON.

Throughout most of the U.S., gyms have reopened, but consumers aren’t hitting the locker room. Still nervous about going back to fitness centers, only 45% of respondents have been to a gym or an exercise class since the onset of the pandemic. Additionally, 33% are visiting the gym less frequently than before COVID-19.

Going forward, most survey participants noted that their longer-term exercise plans will incorporate a larger at-home component. Nearly 60% of gym-goers plan to cancel at least one gym membership as a result of COVID, including 33% who have already done so, while 55% plan to exercise at home more often even if a vaccine is widely-available.

Calling the number of gym-goers that have already canceled at least one membership “striking,” Squali thinks it could “portend greater pressure for gyms ahead.”

Expounding on this, the analyst stated, “This also suggests that the shift towards at-home fitness is likely to continue into 2021 and beyond. We believe many gym-goers, when faced with the reality of not being able to visit their fitness centers for an indefinite amount of time, have experienced and warmed to the benefits of working out from home (convenience, cost, time savings, etc.). We anticipate that this dynamic will outlive COVID.” To this end, Squali sees this trend as a tailwind for PTON.

Of the 1,169 respondents who worked out at least once a month, 54% made a fitness equipment or services related purchase for home use. It should be noted that out of this group, 40% had no plans to make an at-home fitness-related purchase before the pandemic.

“We believe this is a trend that helped drive better than expected earnings these last few quarters for Peloton. This also supports Peloton’s thesis that its serviceable addressable market (SAM) has expanded beyond its initial 14 million estimate to 20 million, as consumers who may not have considered purchasing at-home equipment previously are now a growing base of customers… With a very strong NPS, expanding product line and geographies, and continued brand marketing pushes, we believe that the TAM/SAM opportunities are likely to continue to expand over time,” Squali explained.

What’s more, Peloton was cited as the top brand that consumers would buy. “This speaks to the strength of the Peloton brand among younger, less affluent consumers, and runs contrary to the thesis held by some that that Peloton remains an exclusive brand and therefore targeting a niche segment (see page 3/4 for figures),” in Squali’s opinion.

As bikes are gaining share in the at-home exercise equipment market and PTON’s lower-priced products are attracting major interest, Squali remains on board this fitness train.

Accordingly, Squali reiterated a Buy rating. He also bumped up the price target from $115 to $144. This target puts

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