“People are flocking to gyms. Gyms are full every single day, memberships are up.”
Older adults are joining the fitness frenzy, too, forcing gyms to reshape their programming and helping Pickleball blossom from a pandemic obsession to the nation’s fast-growing sport.
The fitness industry started to rebound in 2022 and continues to surge into 2023, according to Placer.ai, a company that tracks consumer foot traffic. The company is “seeing that our members are more committed to fitness than they were pre-pandemic with higher overall visits per member as all age groups are visiting more frequently than 2019,” CEO Chris Rondeau told investors. “This is a good sign since non-use is the No. 1 reason why members cancel, so more usage should continue to bode well for our cancel rate.”Gyms that flung open their doors are doing well, Mr.
Peloton, the home-workout company that offers instructors-led virtual sessions, soared during the pandemic because people were trapped at home. Its stock price has slumped since then, due to lagging demand for its bikes, prompting the company to relaunch its brand and revamp its app with a tiered membership structure.
While demand for Peloton bikes crashed as the pandemic receded, its overall “connected fitness” subscriptions increased by 5% compared to the prior year, according to the May investors’ call. Yet Pickleball, a sport in which two or four players hit a hollow plastic ball using solid paddles, is a hard-to-miss success story from the pandemic.
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