Online fitness, an ally to overcome the barriers to exercise


Lack of time is the main reason cited by people who don’t exercise, but digitization has set out to dismantle this argument with online training platforms. A third of Spaniards over the age of 15 do not exercise because they do not have time to do soAccording to the 2022 Sports Habits Survey. Given this need, the convenience of exercising anywhere is increased by a device that has become an extension of our body: smart phone.

“We are relying on a strategy of adaptability and flexibility to offer a training alternative at home or wherever you are, that is accessible and effective, eliminating the need to attend a traditional gym,” says Marsal Valls, General Manager of Buddyfit in Spain. . For the manager, it is necessary to “understand the time constraints and individual needs of each user”, so that the platform adapts to the time available to users.

The training platform, which has been operating in Italy for years and arrived in Spain in 2022, has set its goal to communicate with the user, and to do so through elite athletes, such as swimmer Una Carbonell. a) yes, It helps users break down the barrier between the physical and the digital Offer guided lessons and activities for the body and the mind Advice Nutrition to complement a client’s wellness journey program.


It is a model that is loved by the female audience and that especially seduces those between the ages of 35 and 54, the age group most of whom hide behind lack of time to justify the lack of an active lifestyle, according to data provided by the Supreme Sports Council. It’s over. If an average of 34.6% of Spaniards indicate this reason, the percentage increases to 44.4% among Spaniards who have a partner and children under the age of 18.

The system offers 10- to 60-minute workouts, with and without equipment, with a focus on fitness, yoga, pilates, hiit, weight loss, abs, and, for a few weeks now, a mindful pregnancy program starring Carbonell. “We understand that time is precious and strive to provide a service that promotes physical and mental well-being,” adds Valls, who confirms that there is a trend towards “desiring shorter content.”

Added to the lack of time a Upward trend: View training in the heat of time goneTrain whenever and wherever you want. Hence, even gyms that have traditionally trusted their offer of face-to-face sponsorship in the club are also placing orders to exercise from home. Not for less, because Here and now It is one of the top ten consumer trends for 2023, according to Euromonitor International.

Users are increasingly demanding more short-term workouts

What is clear is that Customer needs have changed. Although lack of time is still the main argument, users are now becoming more demanding, especially in a context where gyms are already open without restrictions, unlike during the pandemic and de-escalation.

In addition to the contact request for you to use Apps Wherever and whenever you want, proof that a customer is asking for a comprehensive service is that training platforms no longer offer live and on-demand lessons. Hence, Buddyfit strives to have a full impact on well-being with complementary content on relaxation, mindfulness, and nutrition. Today, customers are looking for all-in-one solutions that address both physical (fitness), emotional, and nutrition. Buddyfit wants to embrace this trend and offer a complete experience in one place,” adds Marçal Valls.


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