In the rapidly evolving world of leisure management in digital fitness, maintaining a competitive edge requires a strong focus on accessibility and customer-centric innovation. BH Live exemplifies how fitness operators can use digital platforms to deliver inclusive, accessible fitness experiences tailored to diverse populations.
Read more: Digital Fitness Creates Customer-Centric Leisure InnovationBH Live is one of the UK’s leading leisure and event venue operators – a registered charity and social enterprise that designs and builds engaging experiences to inspire people and enrich lives.
In this Wexer interview, Paul Bowman, Wexer CEO, is joined by Rob Cunningham, Director of Leisure and Business Development at BH Live. Rob says his love of sports for rugby and general fitness motivated him to provide others with quality, conscious experiences.
Rob shares how BH Live deployed and executed various digital strategies and workflows to mobilize content creation. They discuss key metrics BH uses to gauge the success of digital experiences and how Gen Z is reshaping the leisure industry.
Digital Fitness Strategies
1. Expand Accessibility to Underserved Demographics in Digital Fitness
For leisure management in digital fitness, accessibility means far more than simply offering online workout videos. It’s about creating digital fitness programs that reach all demographics, especially those who face barriers to traditional fitness settings. BH Live has made a concerted effort to extend its reach to underserved populations, including individuals with long-term health conditions, low-income families, and other marginalized communities.
By working with local authorities, BH Live has expanded its fitness offerings to a wider audience, making fitness more inclusive than ever. Their digital-first strategy removes physical and financial barriers, ensuring that fitness is available to everyone. This approach sets a high standard for leisure management in digital fitness, demonstrating the potential of digital platforms to drive inclusivity and engagement.
“Ultimately with digital, we want to be broadening our audience, broadening our approach, and really getting the story out there.”
~ Rob Cunningham, Director of Leisure & Business Development at BH Live ~
2. Address Health Conditions and Varied Fitness Levels
A core aspect of BH Live’s success in leisure management and digital fitness is its ability to cater to individuals with different health conditions and fitness levels. Understanding that high-intensity workouts aren’t suitable for everyone, BH Live offers low-impact exercises, including chair-based workouts for those with limited mobility. These tailored fitness options are easily accessible through their digital platform, ensuring that even individuals with chronic health conditions can participate in regular fitness activities.
By prioritizing health-specific content, BH Live not only improves accessibility but also positions itself as a leader in leisure management in digital fitness, setting an example for other operators looking to widen their reach.
3. Drive Innovation To Meet Customer Demands
Innovation is at the heart of successful leisure management in digital fitness. BH Live’s partnership with Wexer demonstrates how digital fitness platforms can be leveraged to offer a flexible and diverse range of fitness solutions. Through live streaming, on-demand content, and pre-recorded classes, BH Live has created a robust digital ecosystem that allows members to engage with fitness content on their own terms.
4. Create Flexibility Through Live Streaming And On-Demand Fitness
A critical factor in leisure management and digital fitness is flexibility. BH Live has embraced this by offering live-streamed classes, allowing members to attend their favorite fitness sessions from home in real-time. For members who can’t attend live sessions, pre-recorded content ensures they never miss out. This dual offering of live and on-demand content caters to varying schedules, making fitness accessible to all members, regardless of their time constraints.
This flexible, customer-centered approach is essential for maintaining engagement and satisfaction in leisure management in digital fitness. By giving members the power to choose how they participate, BH Live ensures its digital platform remains a valuable resource for a broad audience.
5. Provide Personalization through Familiar Instructors
Another innovative element of leisure management and digital fitness is personalization. BH Live recognizes that digital fitness isn’t just about offering content—it’s about building connections. By featuring local, familiar instructors in their live-streamed and pre-recorded classes, BH Live offers a personalized fitness experience that fosters a sense of community. This personal touch creates a deeper bond between members and the fitness center, a key strategy for increasing loyalty and long-term engagement.
Personalization in leisure management and digital fitness isn’t just a nice-to-have; it’s a must for fitness operators aiming to stand out in a crowded digital landscape. BH Live’s approach showcases how personalization can enhance member retention and satisfaction.
“Gen Z is driving more digital consumption than they are physical consumption. We need to break down the barriers to make it as easy as possible for them [Gen Z] to access.”
~ Rob Cunningham, Director of Leisure & Business Development at BH Live ~
6. Streamline Content Delivery in Leisure Management and Digital Fitness
Efficient content delivery is crucial to the success of leisure management in digital fitness. BH Live achieved this by utilizing existing infrastructure, including their current studios, to live-stream fitness classes. This streamlined approach allowed them to implement their digital strategy quickly and without heavy investment, making it a model of cost-effective digital transformation.
Regarding leisure management in digital fitness, content creation is often a major challenge. BH Live overcame this by empowering its local teams of instructors and studio coordinators. This allowed them to produce high-quality content in-house, ensuring authenticity and keeping production costs low. Instructors were given the autonomy to create and lead classes, while the leadership team ensured quality control through a streamlined approval process.
7. Maintaining High Standards in Digital Fitness Delivery
By empowering local teams and optimizing internal workflows, BH Live created a successful, scalable model for leisure management in digital fitness. This approach proves that with the right strategies, operators can deliver consistent, high-quality digital content without overburdening resources.
Maintaining high standards is critical for leisure management in digital fitness. BH Live’s rigorous quality control processes ensure that all digital content—whether live-streamed or pre-recorded—meets the same high standards as their in-person offerings. By balancing instructor autonomy with quality oversight, they deliver a polished, professional fitness experience to their members, enhancing their digital presence and reputation.
8. Create Long-Term Community Engagement in Digital Fitness
An essential component of leisure management and digital fitness is long-term community engagement. BH Live’s strategy extends beyond delivering fitness services to actively contributing to the community’s well-being. By targeting hard-to-reach groups, such as those with long-term health conditions and low-income families, BH Live ensures that its digital platform serves not just its members, but the broader community.
9. Drive Social Value through Digital Fitness Accessibility
BH Live’s commitment to accessibility in leisure management and digital fitness drives significant social value. By ensuring that their digital fitness offerings are available to underserved populations, they contribute to better public health outcomes while enhancing their brand’s reputation. This socially responsible approach aligns with the growing trend toward inclusivity and wellness in the fitness industry.
This dual focus on commercial success and community engagement positions BH Live as a leader in leisure management in digital fitness, setting an example for other fitness operators.
The Future of Leisure Management and Digital Fitness
In today’s fitness landscape, leisure management and digital fitness requires a delicate balance between innovation, accessibility, and customer-centered strategies. BH Live’s approach, which focuses on expanding access, driving innovation, and building long-term community engagement, offers a blueprint for success in the digital age. By embracing these strategies, fitness operators can meet the evolving needs of their members while creating meaningful social value.
Ultimately, the future of leisure management and digital fitness lies in the ability to make fitness accessible, flexible, and inclusive for all, ensuring long-term success for both operators and their communities. Check out more leisure management ariticles: GLL and Wexer Case Study: Making Fitness Accessible To All.
Check out how Wexer can help you transform your digital fitness journey. Email us: INFO@WEXER.COM
More Information:
Podcast 45