Elysha Young
Elysha manages the Asia Pacific Mintel Trends team made up of expert analysts and trend spotters. She currently oversees content for Mintel Trends as well as client servicing for the region.

While fitness centres remain shut to prevent the spread of coronavirus, fitness start-up Cult.Fit is launching cult.live to let consumers join classes from their homes. The program offers online classes, covering strength, cardio, HRX, and yoga, seven days a week, and incorporates real attendees’ real-time feedback via an energy meter to track the workouts.

To further build on engagement, post-workout progress reports are sent to attendees, including social features to motivate consumers to come back to train.

According to Mintel research, almost half of Indian consumers have accessed the internet via a smartphone. With gyms closed and fitness enthusiasts unable to leave the house, fitness brands that reach out to consumers online at home will gain brand loyalty.

Mintel Trend ‘Help Me Help Myself’ highlights how consumers are learning new ways to nudge themselves toward better habits and are seeking tools that help them stay on track to their personal goals and live better on a daily basis. While we’ve seen many fitness brands quickly pivot to video to help consumers maintain momentum, Cult.Fit has additional elements to help these new habits stick.

What we think

While brands across all industries have done well to switch gears so rapidly in light of new circumstances, it is crucial to ensure that the best experience is still being delivered. Brands that understand how consumers use their product in normal circumstances and factor in any barriers, in this instance, taking into account what helps consumers in a normal gym setting and recreating that online, will find themselves with greater market share even after the social distancing ends.