Urban Sports Club has conducted a research to investigate the role of technology on the sports routines of the Italian people. And on potential future business contributions. Discovering how it could improve both the users’ experiences and the offers of sports centres.
Urban Sports Club’s Research
Technology in the world of fitness
Almost a month after the reopening of gyms and sports facilities, Urban Sports Club decided to inquire about the role of technology in the sports routines of the Italian people, and the potential future business contributions.
But how do Italian athletes imagine the link between sports and technology in the near future? Urban Sports Club asked them directly. Discovering their habits and their desires in order for them to live fitness in the best way possible.
Italian sportsmen and technology: long live apps!
Modern and high-tech, Italian athletes could perhaps do without heart rate belts, portable sensors and action cams. But they would never give up apps to plan their fitness routine. Almost two thirds of the interviewed (59%) confirmed that they work out using one or more apps. The preferences are clear. The most used ones are able to track activities and physical progress (37%), followed by the multifunctional YouTube (32%) and by those used to create training schedules (21%).
A large share of Italians (16%) uses the app of their gym of choice, a sign that technology is starting to appear even in fitness centres. And more than one Italian out of ten uses apps that allow the access to multiple sports centres (14%).
This innovation also seems to pervade many aspects of the fitness experience of the consumers: more than a third of the interviewed (35%) chooses clothing and accessories specifically tailored for their regimen. Wearable devices also have their fans: 1 italian out of 4 (23%) follows their training using a fitness tracker and 1 out of 5 (20%) uses GPS devices.
Lockdown, sports and technology
During the lockdown period, technology has proven itself to be an irreplaceable ally. Supplying ways to maintain a training routine in total safety without leaving home. Online courses organized by sports centres have been a blessing for 40% of Italian fitness lovers.
With the reopening of many facilities, almost one fourth of the sportsmen of the country (24%) has stated a desire to return to gyms as soon as possible, while more than half (51%) has appreciated online lessons so much that for the moment they want to continue with this mode (35%) or mix this solution with traditional activities (16%).
Technologies and the sport of the future
More than a half of the Italian people (57%) have no doubts in the future of sports technology. And they believe that it will be increasingly crucial to improve the experience of the users and the services offered. Particularly, they hope that in the close future technology will facilitate the access to multiple structures, be it in different cities or in different clubs (48%); or allow to practice many disciplines with a single subscription (47%).
Lastly, booking lessons online would save time to almost half of the interviewed (40%), while solutions that aim to improve the flexibility in managing subscription would make happy more than a third of the Italians (35%).