How Digital Communities Help Propel Fitness Brands to the Next Level

Like nearly every other industry under the sun, COVID-19 changed the way we work out and approach personal fitness. When gyms were closed, we all went through a few months of nonstop, long-distance walks. Yet once the new normal settled in and we realized it would be a while before we were sweatin’ to the oldies in person, we took matters into our own hands and started working out at home.

Enter: the fitness economy and trainers becoming a new kind of celebrity. Did you manage to escape last year without hearing about someone you know getting a Peloton or adding new equipment to their home gym? The dynamic of one-to-many fitness instruction has changed forever, with on-demand fitness classes becoming the preferred method of physical activity. We don’t have to go anywhere, we don’t have to talk to anyone, and we get the physical activity we all so desperately need after a long day of working from home.

What does any of this have to do with digital communities, you may ask?

Turns out the fitness instructors in the post-COVID era of working out are now full-blown celebrities, and that level of popularity drives user engagement both online and off. The celebrity status of instructors like Cody Rigsby (who, in addition to teaching Peloton classes has also been on the latest season of Dancing with the Stars) means that fans are not only paying for fitness classes, they’re paying to participate with a personality. That level of engagement and commitment is echoed on social media, where the official Peloton Facebook group has more than 822,000 engaged fans talking about classes, instructors, tips and tricks, and personal weight loss stories.

Having that many people in one place, talking about the same thing, is impressive. It brings people from different backgrounds and different perspectives together to be united toward one goal and one common interest. Whether we’re talking about fitness or any other product or service, having that many people in one community requires a level of trust and safety, in addition to proper moderation, from the brand that’s hosting the community. In the case of exercise equipment and content, talks about body positivity, endurance, and strength, for example, are great and welcomed. That same conversation can turn inappropriate or harmful really quickly without expert moderators who have the authority to address or remove harmful contributors when necessary and can ensure that all members are safe, heard, and welcomed. 

As fitness and exercise-at-home brands become mainstream, the social impact they have will similarly increase. If you’re considering purchasing at-home gym equipment or a virtual gym membership, part of the purchase process should be spending time researching how helpful the online community is. You might have questions about the machine itself or the classes and instructors. The social community and the fitness community you’re joining are one and the same.

We’re now at a point where a product or service’s digital community is an important selling point to consumers. Keeping those communities welcoming and safe is vital to the ongoing success of not only that community, but also your brand.

If you’re interested in learning more about how ModSquad helps keep social communities safe and engaged, contact us and we’ll show you how it works.