On Data & Insights Building the post-pandemic YMCA - Presented by: Life Fitness NAYDO: April 2021
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Building the post-
pandemic YMCA
on Data & Insights
Presented by: Life Fitness
NAYDO: April 2021
Contents • Introduction • Key Data & Insights • COVID-19 Impact • The Return to Fitness • Top Fitness Trends • Shifts in Popularity • A Look at Generations • Looking to the (Digital) Future • Building Appealing Fitness Solutions
Introduction
Greetings YMCA Friends, With a collaborative event like NAYDO, we at Life Fitness felt it would be an appropriate time to (re)introduce ourselves and clearly define what we mean when we say we desire to PARTNER with YMCA Associations to help your members achieve their fitness goals. My name is Forrest Cory and I oversee the YMCA Segment for Life Fitness with a focus on the "east" territory along with my counterpart, Gary Kilanowski in the "west.“ Combined, we have been with Life Fitness and working with YMCAs for over 20 years and are passionate about utilizing all the resources at our disposal to help you attract new members and retain existing ones. The foundation of the Life Fitness – YMCA partnership is built around the personal relationship between you, the Association, and your local Life Fitness sales representative (with additional relationship support from Gary or I). We employ the largest direct commercial sales team in the commercial fitness industry, allowing our local reps to be more readily available to work with you on any equipment project, service question, or marketing request regardless of size or scope. It is our job to help you maximize the benefit of the resources we have available to benefit your mission in your community. We categorize these resources into four pillars; Data and Insights, Training and Education, Service and Support, and Product Innovation. What follows is a brief explanation of those pillars:
Four Pillars of YMCA Partnership
Data and Insights: We dedicate both time and resources to
collecting actionable information focused on ever evolving industry
trends, regional and national demographic data, and even branch
specific visitor trends and travel patterns to build the foundation by
which we make our equipment mix and layout recommendations.
Training and Education: Life Fitness Academy (LFA) represents
the combined expertise of 20 master trainers and full-time staff
prepared to deliver both in-person and virtual education experiences.
In addition to on-product, post install training, LFA specializes
in "equipment agnostic" education experiences that are designed to
help you maximize the full potential of your staff and exercise
concepts and programming with courses focused on how to enhance
your trainers and staff's effectiveness and skill sets. Our
educational courses and on product trainings are all
accredited through NASM, ACE, and ACSM so that CECs are
earned with each course.
Four Pillars of YMCA Partnership
Service and Support: Prioritized service is provided to all YMCA
associations through a dedicated YMCA-specific email service portal
and an automatic parts discount for all non-warranty parts. All YMCA
cardio orders come with a minimum of 3-year parts and labor
warranty and we aspire to respond to all service requests in 24 hours.
We employee 50 specifically trained "Life Fitness technicians" and
partner with a fleet of over 325 independent service providers to keep
your equipment up and running. We also provide customized
maintenance training programs to help educate your facility staff to
perform effective service and repair for those that have dedicated
personnel on staff within the association.
Product Innovation: With 25 new product launches planned in
2021, Life Fitness continues to evolve and define the fitness
equipment industry with both physical and digital products that are
designed to create an engaging exerciser experience for exercisers of
all ages and abilities. From cloud based Small Group Training
programming to weather resistant outdoor training solutions, Life
Fitness and its family of brands is uniquely positioned to offer product
solutions that elevate your member experience.
Your YMCA Team
For this report, we are focusing on the Pillars of Data
and Insights and Product Innovation to provide a high level look at where
our industry is headed in a (soon to be) Post-Pandemic era and how we
can help encourage members to return to your facilities and partner with you
as you partner with them on their fitness journey.
Forrest Cory Gary Kilanowski
East Regional Segment Manager, YMCA West Regional Segment Manager, YMCA
757.876.0159 480.695.3675
forrest.cory@lifefitness.com Gary.kilanowski@lifefitness.com
Forrest Cory III
Gary Kilanowski
Key Data & Insights Trends that Impact the Fitness Industry
COVID-19 Impact
Nutrition vs Fitness Engagement
TAKEAWAY:
By the end of
2020, engagement
in Nutrition
continued to
INCREASE but the
focus on fitness
began to diverge;
denoting a
potential fatigue
with "at home"
fitness.
Murphy Research Institute: State of Our Health Q4, 2020
COVID-19 Impact
Barriers to Health Goals – 2020 Trends
TAKEAWAYS:
YMCAs can provide
energy and
motivation which
counteract the two
largest obstacles to
exercisers
achieving their
goals in 2020.The Return to Fitness
TAKEAWAY:
Exercisers ARE The red line represents weekly traffic to fitness centers across the country.
coming back, as The blue bars represent the week over week change in traffic.
restrictions are
relaxed and/or
cases were down,
more people are
returning to their
fitness center of
choice (as
indicated by more
positive blue bars
than decreasing
ones).
Source: Placer.aiTop Fitness Trends
TAKEWAY:
Activities started
during the • 3 of the top 6 trends for 2021 were
pandemic are not not on top 10 list in 2020
going away in
2021. There are
many ways that • Wearable Technology and HIIT
your Y can Training were the top two trends in
continue to
support these 2020 and have stayed near the top for
trends. 2021
• Exercisers are looking for ways to stay
active outside
Source: 2021 ACSM Top Fitness TrendsShift In Fitness Activities
TAKEAWAY:
• The top three activities among
Activities most health club members in 2010
often performed as
part of a group were not the same at the close of
exercise setting the decade.
lead the way in
participation. • Although yoga was still the most
popular in 2019, over the course
of the decade, high impact
aerobics gave way to high-
intensity interval training as the
second most popular activity.
• Hot yoga found significant
popularity.
• Group cycling was spurred by the
proliferation of dedicated boutique
studios offering a high volume of
classes and a variety of
instruction.
Source: 2020 IHRSA Health Club Consumer ReportWhat’s Popular By Generation
TAKEAWAY: • The top activities across
Not a vast generations were remarkably
difference of the similar, having six types of
popularity of fitness activities in common
exercise types (fig. 5c-5f).
across age groups.
• Exercises that require little to
no equipment like walking for
fitness, running/jogging, and
yoga all appeared in the top
10.
• Main changes as exercisers get
older is less interest in high
intensity training and an
increase in low-impact exercise
options.
Source: SFIA 2020 – Tracking the Fitness MovementAn Eye on Gen Z
TAKEAWAY:
On a weekly basis, Gen Z is more engaged with fitness across multiple
This generation has modalities relative to older consumers.
the potential to be
a key long-term
member benefitting
from the Y
community through
multiple stages of
life.
Source: Murphy Research State of Our Health Q4 ‘20Looking to the (Digital) Future... TAKEAWAY: Post pandemic, digital solutions must be infused into the physical fitness experience to engage members in a new way.
YMCA
"Future Concept"
LayoutThe Post Pandemic YMCA will utilize both
digital and physical community-enhancing
tools to engage exercisers in both familiar
and innovative ways.
What follows is a walk-through of a conceptual
YMCA layout that focuses on different
experiences, maximizing the use of existing
floor space for the general exerciser with
equipment solutions that prioritize
versatility. Dedicated spaces for small group
training and group cycle expand the
experience for those looking for a fully
immersive community fitness experience.
Digital tools are utilized through to enhance
and "Bridge the Gap" between "at home"
fitness and the Post-Covid in-facility
community.ICON AND RESOURCES KEY
Throughout this document you will find additional product information
and resources. Follow through the document and click on the external
links for additional information. Press ‘ctrl + click’ for links to pull up.
Click on the document
for additional
information
Click on the icon to
watch a video
Click on the icon to
visit the websiteInclusive Fitness developed for use
by individuals of all abilities and
meets the needs of individuals who
have cognitive, sensory or physical
disabilities. Stretching / Recovery:
Designated area for
exercisers to stretch and
recover.
Integrity Series Cardio:
Designed with aesthetics in mind
and built to provide more
functionality for exercisers with
uncompromising durability.LFX Group Training:
A comprehensive combination
of fitness products, DIGITAL
programming, and education
SYNRGY 360: Positioned on
the main floor, the versatility
of this 360degree solution
provides the general
exerciser and personal
trainer a variety of exercise
options in a compact
designated space.
Indoor Group Cycle (ICG):
The ICG IC7 and ICG Connect provide an
exciting and immersive group exercise
experience through competition, vivid data
visualization and instructor encouragementLFX IGNITE & COMPETE
LFX EVOLVE
PROGRAMING EDUCATION
• One full year of group training
programming • 8-hour on-site course
• Specific to each equipment • Provides CECs
package • Hands-on and focused on teaching
• LFXBLOX: Block programming to instructors how to deliver
provide variety and simplicity for programming
teachers • Participants teach back
• Ability to mix and match programming during the training
programming blocks so that they have practical skills that
can be immediately applied
• Easy to use and understand
• Quarterly Virtual Education to
• Delivered and supported by digital continue upskilling instructors
coachCybex Prestige: Provides exceptionally versatile
products that are user friendly and great for users
seeking a “walkup and workout” exercise regimen.
Outdoor Box
Go beyond the walls of
indoor training facilities
with a rugged functional
training rig built around a
Plate-Loaded & Hammer
convenient storage space.
Strength Racks:
The Outdoor Box is large
Premium options for exercisers
enough to accommodate a
looking to expand their
wide range of strength
strength training progression
training equipment and
beyond selectorized machines.
accessories for outdoor
Providing a free weight training
training.
experience that appeals to
multiple demographics.We hope you found the data and research valuable and
insightful and the layout concepts useful to help you elevate
the member experience in YOUR association. We would love to
partner with you on a customized solution to attract and
engage your members utilizing our entire family of brands.
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