Gyms and health clubs that offer virtual fitness can significantly drive higher levels of member engagement and retention, according to research by Wexer Virtual.

A study of 1,400 members - 878 virtual and 522 non-virtual users - found that 52.2 per cent of virtual users (458) visit the gym at least three times a week. They also stay longer, with 21 per cent of virtual users (184) having been a member of their current gym for longer than one year, compared to only 15 per cent of non-virtual users (78).

While six out of 10 members said their decision to join the gym was influenced by the number of group exercise classes available, four of those specifically named the availability of virtual classes as an influencing factor in their decision to join.

Wexer said the findings show that offering virtual fitness classes directly correlates with higher levels of customer acquisition, engagement and retention.

The number of clubs offering virtual fitness in 2014 was 900, compared to 1,400 in 2016.

The research also found that the average virtual class size has also more than doubled over the past three years. In 2016, around 55 per cent of timetabled virtual classes had more than seven participants, compared to just 5 per cent in 2014.

Cardio HIIT remains the most popular category of virtual class, chosen by 67 per cent of users (compared to 56 per cent in 2014).

Paul Bowman, Wexer chief executive officer, said: “The fitness industry is ever-evolving, but one thing remains unchanged: for the majority of operators, member retention is still one of the key business challenges.

“This new study provides compelling evidence that virtual fitness boosts retention, driving more regular visits to the gym and extending the longevity of membership. It’s further proof of the huge value virtual fitness can bring to a fitness operation.”

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