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Taking account of the changing ways in which people are exercising, Fitness First has introduced what it calls a “game-changing, flexible gym plan” for its members across South East Asia.

Designed to cater to the shifting health and fitness needs of its members, the customisable MyFit plan takes into account the hybrid, outdoor and home-based exercise activities undertaken by members by giving them the flexibility to customize their gym plans according to their needs and usage.

Aiming to keep its members engaged, MyFit allows members the flexibility to choose a gym near to either their homes or workplace, single or multi-club access, as well as a wide variety of opt-in or out classes.

Introducing the program, Mark Ellis, Country Manager for the Evolution Wellness-owned Fitness First Philippines, explains “MyFit comes at a time when personalisation and customisation has become the norm rather than the exception in so many aspects of our lives.

“We recognise that consumers today are extremely savvy and know what they want from their gym membership, so with this element of flexibility, we’re making it easier for people to access Fitness First’s class-leading facilities, and opt to add on more clubs to access, types of group fitness experiences, as well as services such as personal training or towel service.

“While an all-inclusive Fitness First Platinum membership definitely delivers more value, we understand that this may not be what some consumers are looking for when they’re considering signing up for a gym.

“Through MyFit, we want to encourage those who see cost as a barrier to accessing high quality fitness facilities and expertise to change their perception, and start living their best lives through fitness.”

Fitness First’s 12-club network in the Philippines offers a range of facilities with sauna and steam rooms, changing rooms with showers and electronically secured lockers as well as proprietary Signature programs, created by Fitness First and available only at Fitness First clubs.

These include: BOOM, a music inspired, high intensity boxing cardio workout; Flow Yoga; Freestyle Group Training HIIT; Pro 45 cycling classes and the Burn workout along with Zumba and popular Les Mills programs such as BodyCombat, BodyAttack, BodyPump, and RPM

In Singapore, Fitness First’s introduction of MyFit is seen as a way of countering the drop it has experienced in people returning to clubs.

Noting that the group has seen a drop in check-ins to its clubs in the central business district, while witnessing an increase in some of its clubs in the suburbs, Anil Chugani, Managing Director at Fitness First Singapore, is aware that many of the gym’s members have developed new workout routines at home, through online workouts or at the park.

Speaking to Singapore’s The Drum website, Chugani advised “MyFit also enables members to tailor their fitness and regime based on their personal fitness goals and needs.

“We … officially introduced the MyFit plan at all the clubs island-wide in December, to cater to the increased demand for clubs situated in the heartlands due to work-from-home arrangements since April 2020.

“The numbers have been highly encouraging, and the percentage of new signups who chose a MyFit plan increased from 10% in October to 38% in December.”

Chugani predicts gym operators will transform their traditional business model to a hybrid one post-pandemic, with a greater emphasis on hygiene, wellness and technology.

He also sees that fitness should also become more accessible and flexible, adding “we continue to see demand for our Fitness At Home series (while our) online content will run alongside our club operations and continue to help those who are unable to access the gym to stay active from wherever they are.”

With Fitness First to work with MyZone, Chugani went on to say “we also foresee that wearables and fitness tech will play a big role in shaping the fitness industry in the near future. Consumers are becoming more aware of the relationship between their health, fitness level and consumption habits, and there’s a rise in demand for more data and information on health, as well as personalisation in data.

“Wearables and fitness tech will allow our members to take greater control of their health by providing access to information and statistics on their workouts and habits, allowing them to identify gaps in their routines and work towards better workouts.”

Image credits Fitness First Asia.

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