Trend drivers

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With the pandemic decreasing consumers' activity levels and motivation for working out, consumers are looking for a way to make fitness fun and a social experience. Consumers are turning to exercise to lift their mood and for a quick escape from the stressful and unstable world.

 

The lines between fitness, games, music and entertainment are being blurred, opening opportunities for new entrants to the market or current fitness operators. Fitness has started become a gamified, fun, challenging, and competitive experience. Gamifying fitness apps have gained much attention in the latest years among Gen Z. 

 

Industry leaders seem to agree: fitness gamification isn't going anywhere. The Welltodo 2022 Consumer Wellness Trends Report noted, "With 86% of Gen Z saying that their passions have diversified even more since the start of the pandemic, it's time for fitness brands to stop thinking about fitness as a siloed offering but instead an entertainment lateral. A place where the intersections, the crossovers, the spaces and places where entertainment – in its fullest sense – can come alive for a whole new generation." Studies have found that some significant barriers to not working out were the lack of enjoyment and motivation.  A 2022 study published in Plos One investigating barriers of exercising, found that the most common ones were disliking exercise and no motivation.

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According to Deliottie's recent Digital media trends study, roughly three in 10 Gen Z teens (27%) say gaming is their favorite entertainment activity, compared with 21% of Gen Z adults with many young gamers reporting that they are reaping social and emotional benefits from gaming, too. The study found that 87% of Generation Z said they play video games on devices such as smartphones, gaming consoles, or computers at least weekly. Most Gen Z respondents said that during the pandemic, video games helped them stay connected to other people and get through difficult times.

Therefore, companies need to think creatively about how they can blend physical activity with gaming to engage the digital-native generation in a post-pandemic world.

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Move-to-Earn web3

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We are entering a new area of fitness, where exercisers can feel transported into another world, where they have to accomplish specific goals that keeps them motivated. Move-to-Earn apps that reward users in crypto put a new twist on an old concept. This is a new web3 economic model that allows users to earn crypto rewards by participating in fitness and sports-based activities. Move-to-Earn rewarding users in cryptocurrencies is one of the fastest-growing fitness concepts.

 

Gamifying fitness experiences can be addictive, such as most other games. However, this can encourage consumers to strive to do their best to overcome a particular challenge. This can result in increased member loyalty and member retention. Move-to-Earn influences the intrinsic and extrinsic motivation by linking the exercise to a chemical response.

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Sweatcoins is an app that tracks your exercise routine and awards users with Sweatcoins if they exercise. The app is a crypto-currency-based platform and therefore rewards its users in Sweatcoins. The Sweatcoins can be used for various in-game rewards and for purchasing gift cards. The app has exploded in popularity within the UK due to being an easy way to get paid to exercise.