What’s up with millennials’ obsession with the gym post-pandemic?

In the wake of a global health crisis (read: Covid-19), Singapore’s fitness landscape has not merely recovered — it has flourished. The industry’s remarkable adaptability has given rise to innovative business models and community-driven initiatives, redefining the pursuit of wellness in the nation.

As Singapore emerged from the pandemic’s shadow, a profound shift in priorities became evident. Rachel Chiam, owner and studio manager of BFT Loyang, observes, “Today’s consumers are increasingly willing to invest in gym memberships, recognising the intrinsic value of both physical and mental well-being.”

She adds, “The flexibility in class timings and global access to BFTs worldwide has been a boon for frequent travellers, allowing them to maintain their fitness routines regardless of location.”

This newfound appreciation for fitness has catalysed a surge in gym memberships, with flexibility and global access becoming prized commodities. Luke Guanlao, group CEO of Inspire Brands Asia, overseeing Anytime Fitness and SUMHIIT Fitness, corroborates this trend.

“We’ve witnessed an extraordinary surge in our Anytime Fitness membership base, exceeding pre-pandemic levels by over 50 per cent,” he reveals. “This trend reflects a broader desire for flexible, short-term memberships amid ongoing uncertainties. Consumers are seeking adaptable fitness solutions that align with their evolving lifestyles.”

Rishi Mirpuri, co-founder and senior personal trainer at Surge, highlights another apparent trend, “Post-pandemic, a lot of people race towards group-style dynamic, class-based gyms because the one key element that was missing for so long — that became available again — was the ability to interact and feel like part of a community.”

He also raises awareness of the rise of personal trainers realigning their business goals to suit consumers’ priorities of health and well-being — both physical and mental — especially those who weren’t previously into regular exercise and training.

The numbers speak volumes

The statistics paint a compelling picture of the industry’s resurgence. Gym membership rates in Singapore have skyrocketed by approximately 60 per cent since the pandemic. Perhaps even more telling is the significant improvement in retention rates, with many establishments now boasting figures exceeding 70 per cent — a notable increase from the pre-pandemic average of around 60 per cent.

In this dynamic landscape, gym operators have embraced innovation with open arms. Virgin Active, for instance, has introduced novel membership structures such as “Once-A-Weekers” and “Goal-Getters”, catering to diverse lifestyle needs. Julien Bera, country director for Southeast Asia at Virgin Active, emphasises its unique approach, “Our members-first strategy, coupled with a signature holistic wellness philosophy, sets us apart in a competitive market.”

Elsewhere, COMO Shambhala Singapore has carved out its niche by offering integrated wellness services that go beyond traditional fitness offerings. Its spokesperson notes, “By addressing specific wellness needs as part of an integrated programme, we’ve created a distinct identity in the industry.”

Cutting-edge recovery technologies like Hyperbaric Oxygen Therapy and Red Light Therapy exemplify their commitment to comprehensive well-being.

When wellness meets tech

In today’s fitness ecosystem, technology and personalisation are no longer luxuries — they’re essentials. COMO Shambhala Singapore has seamlessly woven high-tech equipment and fitness-tracking apps into the fabric of its member experience.

“Technology has become an integral part of the fitness journey, offering interactive workouts through equipment with built-in screens. This integration allows members to track their progress, set goals, and stay motivated throughout their fitness journey,” they elaborate.

Virgin Active has taken a unique approach to recovery, offering Himalayan Salt Inhalation Rooms and Cold Plunge options at no additional cost. These innovative facilities not only optimise members’ workouts but also provide Virgin Active with a competitive edge in member retention.

Cultivating community

The power of community in fostering long-term commitment to fitness cannot be overstated. Chiam emphasises the importance of shared experiences, from celebrating festivals to forming interest groups. “We celebrate festivals together and form interest groups. Our members form a tight-knit community, encouraging each other and fostering accountability in their fitness journeys. This sense of belonging keeps members committed to their goals and coming back for more,” she notes.

Virgin Active has transformed fitness into a social experience, with Bera highlighting its approach, “We’ve created large lounges where members can unwind and connect. We’re transforming fitness into a social experience, nurturing an environment that promotes both physical well-being and a sense of belonging. Our aim is to cultivate a supportive atmosphere that extends beyond just working out.”

Similarly, Surge’s 1,399 sq ft size has created a unique environment for its members where the intimate and cosy feel of training has led to members organically interacting with one another during their sessions.

“One of our goals in 2024 is to provide more opportunities for our members to engage and integrate with one another outside the gym, and we have some exciting ideas on the horizon,” quips Rishi.

Pressing on

Despite past challenges, the industry’s future looks bright, with many gyms expanding their footprint. Inspire Brands Asia is set to grow its SUMHIIT Fitness brand across Singapore, with Guanlao elaborating, “Our focus is on time-efficient, high-intensity group workouts that cater to the demand for quick yet effective fitness solutions.”

As Singapore’s fitness industry continues to evolve, it stands as a testament to the resilience and adaptability of both businesses and consumers. Chiam offers an optimistic outlook, “The future of fitness in Singapore looks incredibly bright. We’re seeing a sustained interest in health and wellness beyond physical appearance. People are genuinely invested in their overall well-being, and that’s a trend we expect to continue.”

Guanlao concurs, adding, “The fitness industry in Singapore has not just recovered; it’s thriving. We’re seeing innovations in workout methods, technology integration, and community building that are transforming how people approach fitness. It’s an exciting time to be in this industry.”

This article was originally published in The Peak.