In 2023, the most popular classes in fitness clubs belonging to Benefit Systems were dance classes, LesMills, Body&Mind and strengthening workouts. Trends for 2024 focus on comprehensive support for people training and planning to start training, both at the level of cooperation with a trainer and providing digital tools activating regular physical activity.
In 2023, Benefit Systems gradually expanded the network of its own fitness clubs. It opened seven new facilities – three in Kraków, two in Łódź and one in Poznań and Zabrze – and bought 42. Thanks to this, at the end of the year, training enthusiasts had at their disposal 218 clubs throughout Poland, operating within such networks as Zdrofit, Fabryka Formy, Fit Fabric, Fitness Academy, My Fitness Place and Step One.
Dance, strength, and emotions
– It was a very active year, both in terms of attendance and the development of our business. We recorded a 30% increase in the number of people taking part in classes in our clubs, which shows that society is increasingly aware of the impact of physical activity on our physical and mental well-being – says Tomasz Groń, Managing Director of Benefit Systems Fitness Unit. – At the same time, we have significantly increased the scale of our activities, expanding the network of our own clubs and systematically updating their offer to best suit the needs of all those who train – adds Tomasz Groń.
In 2023, people working out in fitness clubs belonging to Benefit Systems had 120 training formats at their disposal.
The most popular were dance classes, licensed LesMills training programmes as well as Body&Mind and strengthening training sessions. Dance classes combine elements of dance and fitness, often based on routines taken from energetic Latin American dances such as Zumba® or Salsation® (an increase of 12% compared to 2022). Second place was taken by LesMills classes – exercises of various intensity, performed to the accompaniment of appropriately selected music, using one’s own body weight or accessories (an increase of 17% compared to 2022). Third place went to Body&Mind classes (including yoga, Pilates, stretching), during which participants worked not only on their physical condition, but also on calming their emotions. Strengthening classes, enabling work on all parts of the body, were equally often chosen. Compared to 2022 there was a 15% increase in Body&Mind and strengthening training participants.
– The great popularity of dance classes is influenced by social media. There is a lot of content referencing dance especially on TikTok. We can confidently say that it has become the unofficial language of this medium – explains Magdalena Szwed, Products Deputy Director at Benefit Systems Fitness Unit. – We are also observing a large increase in interest in strength and conditioning exercises. Therefore, strengthening and shaping training, such as stretching, yoga, Pilates, and mobility, automatically gained popularity – adds Magdalena Szwed.
Cardio zones – equipped with treadmills, bicycles, and elliptical trainers – begin to function primarily as a place for warm-up and cool-down exercises after workouts.
Fitness clubs were most frequently visited before work or classes at schools and universities and after their end, i.e. until 09:00 and after 16:00. Customers spent an average of 1.5–2 hours there.
Get started with a trainer and an application
Last year, Benefit Systems Fitness Unit asked people visiting fitness clubs what their expectations were from the clubs. Some of them indicated that they lack the appropriate knowledge necessary to start or continue training. Therefore, at the beginning of this year, the “Get started” package was introduced in fitness clubs belonging to Benefit Systems.
The offer is addressed to people who buy a fitness club pass or activate a MultiSport card. During the first 30 days, they can arrange an introductory meeting with a trainer who will show them around the club, present training zones, conduct an interview and help them define training goals and how to work on them. Additionally, customers of Benefit Systems’ fitness clubs can also generate an individual training plan on the club's website. The next step is a training intro, during which the trainer and the trainee will go through the warm-up, workout, and cool-down exercises, check the correctness of the training and suggest necessary modifications.
– The results of our own research confirm the phenomena observed globally and indicate that in 2024, four elements will have the greatest impact on the further development of the fitness market: the need for support in starting training and maintaining motivation; wide and constantly developed training offer; tools complementary to physical activity undertaken outside fitness clubs and digital tools supporting trainees in regular exercise – explains Tomasz Groń.
In fitness clubs belonging to Benefit Systems, trainees can use 120 training formats, including strengthening, endurance, metabolic, LesMills, water, dance, martial arts, and Body&Mind classes. Selected facilities also offer physiotherapy classes and relaxation zones.
At the same time, people who train do not want to limit themselves to one training location. According to the EuropeActive “European Health & Fitness Market 2023” report, 15% of respondents exercise in fitness clubs, 15% outside, 7% in fitness clubs and at home, and 9% chooses all possibilities. Physically active people want to have access to valuable and comprehensive digital tools that allow flexibility in terms of place and time of training and facilitate access to knowledge about a healthy lifestyle.
– The preferences and needs of training people change from year to year. We try to follow them so that everyone can find an activity suitable for themselves, regardless of age or previous training experience – explains Magdalena Szwed. – At the same time, an increasing number of people in our fitness clubs are representatives of Generation Z. The “Gen Z Fitness: Cracking the Code” report published in 2023 indicates that 64% of people born in the mid-1990s and later appreciates the variety of training and the ability to choose from many activities that build strength and endurance – she adds. Digital tools are also important for Generation Z representatives, and they willingly use them when planning and performing training and tracking progress.
A comprehensive source of knowledge for training participants is their personal profile on the club’s website. A new feature is the training plan configurator. After completing the survey, each club member receives an individual 10-week plan. Additionally, notifications are sent about important events, e.g. the possibility of making an appointment with the trainer for an introductory meeting and training intro. It is also complemented by the ZdrowAppka application, which – with the introduction of the possibility of downloading data from other applications – becomes a complete tool for planning activities and monitoring progress in achieving training goals. The application also includes instructional videos and descriptions of classes. Users can also book classes that interest them.
Benefit Systems currently owns 218 fitness clubs in Poland. They operate within the following networks: Zdrofit, Fabryka Formy, FitFabric, Fitness Academy, My Fitness Place and StepONE. The clubs promote healthy exercise in accordance with the philosophy that physical activity is available to everyone who wants to take care of their health, regardless of age, body shape and previous achievements.
Benefit Systems has been operating on the Polish market for over two decades and is one of the leaders in providing non-financial benefits that support employee well-being. The company is the creator of the MultiSport Programme, which enables physical activity in sports facilities throughout the country. Its portfolio also includes the MyBenefit cafeteria platform and the MultiLife wellbeing programme. For several years now, the company’s sports offer has been developed on foreign markets, including the Czech Republic, Slovakia, Bulgaria, and Croatia. The Benefit Systems Group operates over 220 fitness clubs on four markets (in Poland it is responsible for the Zdrofit, Fitness Academy, My Fitness Place, Fabryka Formy, StepONE, Total Fitness, FitFabric, Saturn Fitness, Manufaktura Zdrowia and Gravitan networks). An important area of Benefit Systems’ activities is the promotion of an active lifestyle at every stage of life, which is why the company implements initiatives supporting physical activity of children, adults, and seniors. These goals are achieved by the MultiSport Foundation. Since 2018, Benefit Systems has been part of the global B Corp initiative, bringing together companies operating and engaging in solving the most important social problems. More information can be found at benefitsystems.pl/en.