The consumer has changed. Millenials are demanding users who want to feel like a strong digital tribe to build meaningful relationships. They expect a powerful value proposition. The traditional fee payment gives way to the pay as you workout model.

They reject monotony and seek unique experiences. It’s no longer exercise, but unique experiences. It is no longer exercise, but memorable and social experiences. Bicycle, HIT, fitboxing, zumba, meditation or yoga are simple concepts, with a common goal: to work body, mind and emotions.

The British and American markets are the most mature. Thus, the exclusive fitness studios concentrate 40% of the entire offer in New York. Daily training is concentrated in a short period of time. It depends on what is done during the day, hours of sleep, glucose level or cholesterol. Our chief digital trainer will have access to all the data through wearables or sensors that we will wear on or under the skin.

The new boutique fitness model focuses on a specific market niche. It has social spaces, retail areas and bar with healthy products, all according to the new lifestyle. They are training sessions of about 45-60 minutes, in a fresh, lively atmosphere, with music and lights. Leisure, work, health and communication are mixed. Apart from the personalized treatment, which forms part of a new status, the look & feel of the interior, which is defined in the strategy prior to the design, is very important.

Technology allows the line between fantasy and reality to be diluted. Our avatar is as real as we are. Virtual reality goggles, pavements and bodybuilding or cardio machines that store the energy generated, the virtual money earned thanks to physical exercise, omnidirectional treadmills to move 360º or haptic gloves and suits… are already a reality.

Technology claims the user. It is a constructive material that defines the space, integrated with it, not superimposed, is part of the shopping experience. It is produced both in the tangible and the real, with textures, colours and smells, and in the digital. It is designed from the beginning of the value chain in both worlds, nullifying the border between the two.

Perhaps the innovation is not in the extinction of the classic gym, but in its transformation.

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