THE GYM GROUP
digital content inside the gym , but individually . We ' ve also converted an area of these gyms to custom-build Fiit studios where we deliver the content in a larger group exercise space , with immersive LCD displays and a fantastic audio experience ,” he explains .
" We ' re coming at this from all different angles - there ' s the typical in-gym experience , there is bringing a digital experience into the gym environment , delivering a digital gym experience outside of the gym environment , and then there are digital product enhancements that wrap around all these to bring to other areas of people ' s exercise regime ."
While the Fiit pods seem designed for social distancing , they were actually created before the pandemic . " The implementation went live in the post-Covid environment , but the thinking behind it pre-dated the pandemic ,” says McIntosh . “ The experience of group exercise is really powerful in a group of people , but also has value outside of a group setting .
“ We made a price pledge during that national lockdown that we wouldn ' t charge anyone for a day that the gyms weren ' t open ”
JASPER MCINTOSH CHIEF INFORMATION OFFICER , THE GYM GROUP
An individual may feel connected and engaged with the content they see on the screen , but may not necessarily want to do that in a group environment , or there may not be a group session running at the time they want to do it . It ' s about providing the member with options to have that experience in different settings and at a time that suits them ."
During the UK ' s first lockdown period all gyms had to close to the public . McIntosh says this was an extremely busy time for The Gym Group , as they looked for new ways to keep
224 March 2021