Fitness brands switch to ‘Workout-from-Home’ mode amid lockdown

Leading fitness brands discuss their foray into the digital domain, as they keep their businesses afloat and customers engaged during times of social distancing

e4m by Shreshtha Verma
Updated: Apr 21, 2020 12:38 PM
workout

“Work from home” has become commonplace these days. But did you ever imagine “workout-from-home”? This seems to be the new strategy for leading fitness companies, who are dealing with COVID-19 lockdown, which has kept their patrons away.  Fitness companies are aggressively using their ad spends on digital marketing to promote the idea of "working-out-from-home." From the looks of it, the gamble has paid off after the fitness brands recorded a 10X surge in their user base.

e4m talked to leading health & fitness brands to understand how they're managing the newly- evolved technique.

Mandated by the government’s advice of social distancing, the health and fitness industry had to shut all the fitness centres. Subsequently, they were left with the only option of Work-from-home or workout-from-home.

From OZiva coming up with "Stress Mat Karona" to Cure.fit launching its virtual classes, fitness brands are coming up with different initiatives and challenges to make sure that their consumers stay healthy inside their homes.

They have also been raising their ad budget and shifting to digital marketing to make workout from home possible.

“Since people are quarantined in their home and spend most of their time on phones, the fitness brands have tapped the opportunity and increased their digital advertising budget by 25-30%,” shared Hiren Panchal, Co-Founder at Litmus Branding.

Cure.fit, an integrated platform for food, fitness and meditation, has recorded a 10x increase in their online users over the past week, revealed Naresh Krishnaswamy, the company’s Growth and Marketing Head.

Krishnaswamy said, “Approximately, 15k users are doing live yoga and meditation classes with Cure.fit  every day; this number has seen a 10x increase over the past week.”

"We have also witnessed a 5x increase in the number of people speaking to our therapists via video calls," he added.

Speaking on this new pattern of running a fitness company, Krishnaswamy said that the process is going well for their business.

To ensure that work is being carried out efficiently and promptly, Cure.fit, syncs up with teams on calls and arrange daily Zoom sessions, where the founders address the company, take questions and keep employees abreast about the macro situation and the company plans. Their trainers provide live workout sessions to people via Zoom app.

Aarti Gill, Co-founder, OZiva, said that they haven't increased their ad spends since the company is mostly into physical goods. But at the same time, like most brands, Oziva too is aggressively spending on digital advertising.

“Instead of increasing our ad spends, we are investing majorly in digital initiatives to increase awareness. We will continue to dedicate a major part of our overall budget to digital advertising till the lockdown lasts,” she said.

OZiva’s digital campaigns also include a 21 Days Home Work-out Challenge and "Stress Mat Karona.”

Gill highlighted that they're developing relevant health and fitness content for their customers with the 21 Days Home Work-out Challenge, which has been recently launched across social media platforms. They have also conducted Live Sessions with Health Coaches to ensure they can keep inspiring and educating people to be healthier, fitter and better even during these difficult times.

Another leading fitness company, Xtraliving, is also arranging all its sessions on the Zoom app. Rishikesh Kumar, Founder & CEO, Xtraliving said, "While the offline centre is shut, we're spending time and money to make our services digitally available."

However, work from home is not as easy for the fitness industry as it seems. Unlike other industries, their entire business relies on physical activities. Although the leading players are making hard efforts to mitigate the economic impact by continuing their session via video call, they're also facing some major challenges.

Talking about the obstacles, Shivjeet Ghatge, CEO and Co-Founder, Step Set Go, said: “It’s a lot tougher to communicate with third party establishments since everyone is working from home. With things moving at a sluggish pace, professional are working twice as hard now!”

“Not having a face to face interaction, really slows things down, and we are all working doubly hard to power through and ensure our productivity does not dip. Under the assumption that this is temporary, we are all managing to get through this fine so far, however, the real test will occur if the lockdown is extended,” he pointed out.

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