By partnering with Wexer, Nordic Wellness has been able to effectively integrate and manage virtual group classes into their gyms, transforming member engagement, usage, and providing a positive ROI (Return On Investment). Nordic Wellness, one of Sweden’s largest gym chains with over 300 clubs, has been a leader in the fitness industry, committed to delivering a diverse, accessible, and quality fitness experience to its members.
Background on Nordic Wellness and Virtual Fitness Adoption
Since adopting Wexer’s virtual platform in 2016, Nordic Wellness has made significant strides in expanding its offerings. With virtual fitness, Nordic Wellness has grown its facility count by 54 locations between 2016 and 2019, and now aims to operate close to 300+ active Wexer players across Sweden. This integration enables Nordic Wellness to meet diverse member needs, providing virtual training in areas like group training studios, aerobics rooms, and cycling zones. The partnership with Wexer helps Nordic Wellness activate all areas of its clubs around the clock, catering to a wide audience, from fitness newcomers to seasoned athletes.
The Opportunity: Nordic Wellness Needed To Solve Challenges
Nordic Wellness, one of Sweden’s leading gym chains, faced the challenge of meeting the evolving expectations of their diverse member base while managing operational efficiency across multiple locations. Members increasingly sought flexible workout options that could fit into their busy schedules, while the company needed to optimize costs, particularly in delivering consistent, high-quality group fitness experiences. The traditional reliance on in-person classes posed limitations, including staffing costs, schedule conflicts, and the inability to provide 24/7 access to workouts. To maintain their reputation for excellence and continue growing their membership, Nordic Wellness needed a solution that combined accessibility, affordability, and high-quality content.
The Solution Wexer Solved for Nordic Wellness
Wexer provided Nordic Wellness with a cutting-edge virtual training platform that addressed their needs on multiple fronts. By implementing Wexer’s on-demand content system, Nordic Wellness enabled their members to access high-quality, pre-recorded classes anytime, anywhere, ensuring unmatched flexibility. This allowed the company to significantly reduce staffing costs by offering virtual classes across all their locations, eliminating the need for live instructors in every gym. The platform’s user-friendly design and high-quality content met the expectations of tech-savvy members, while the centralized system made it easy for Nordic Wellness to scale the solution across Sweden. The integration of Wexer not only enhanced member satisfaction but also improved the gym chain’s operational efficiency, aligning perfectly with their goal of delivering premium fitness experiences at an affordable price.
Key Insights and Data on Wexer Usage at Nordic Wellness
Wexer’s platform has empowered Nordic Wellness to provide a high-quality training experience, available on demand. The recent data from Nordic Wellness shows impressive figures that underline the platform’s impact:
- Total Annual Virtual Experiences: Over 1.4 million virtual experiences were delivered through Wexer, with scheduled virtual classes making up 99.78% of total views.
- Total Minutes Streamed: Close to 51 million minutes of virtual fitness content were streamed across the Nordic Wellness clubs, equating to 847,042 hours annually.
- Average Stream Time: The average stream time per class is 36 minutes, highlighting strong member engagement during virtual sessions.
- Views per Player: Each Wexer player averages more than 5,000 plays per year, totaling around 14 classes per day.
- Content Mix: Around 92.71% of the content streamed is third-party with Nordic Wellness’s own content comprising 7.29% of the total usage.
These data points demonstrate the critical role of virtual fitness at Nordic Wellness, as they can offer classes throughout the day, filling spaces that would otherwise be unutilized and extending access to members with demanding schedules.
““Wexer has allowed us to create our own virtual training content to compliment our live classes. We can maximize ROI by saving personnel costs and delivering high quality and consistent content for all members in all locations 24/7.“
~Robin Eliasson, Nordic Wellness ~
How Virtual Fitness Increased Member Usage and Engagement
The data showcases how Wexer’s platform has enhanced member usage and engagement at Nordic Wellness. By delivering an around-the-clock virtual fitness solution, Nordic Wellness can provide:
✅ Increased Access to Group Exercise: Virtual classes are scheduled throughout the day, enabling members to participate even during off-peak hours when live classes are unavailable. This helps fill traditionally inactive time slots and provides members the flexibility to work out on their own terms.
✅ Consistent Availability of Classes: With 280 active players streaming an average of 5,002 sessions per player per year, members have access to classes anytime. This consistency drives high participation and minimizes studio downtime.
✅ Diverse Class Selection: Nordic Wellness offers a wide range of engaging classes, ensuring members find something that suits their preferences. The addition of Nordic Wellness’s self-produced content has further enhanced engagement, allowing the gym to tailor offerings specifically for their Swedish clientele.
✅ Increased Duration of Engagement: Members spend an average of 36 minutes per virtual session, which translates into extended engagement, driving more value for both members and the gym.
Positive ROI and Cost Savings Through Wexer’s Platform
The implementation of Wexer’s virtual platform has not only driven member engagement but also yielded significant cost savings:
✅ Reduced Need for Live Class Instructors: Each Wexer player delivers around 5,000 classes per year. By reducing reliance on live classes, Nordic Wellness avoids costs associated with instructor wages, estimating potential savings of $250,000 per club annually by replacing a fraction of live classes with virtual sessions.
✅ Scalable Content Distribution: A single recorded class can be distributed across all 350+ Nordic Wellness locations, maximizing ROI by delivering consistent and quality experiences to all members without incurring additional instructor costs.
✅ Enhanced Member Retention and Attraction: The convenience and accessibility of virtual fitness improve member satisfaction, which in turn supports member retention. The innovative use of virtual fitness also serves as a selling point for attracting new members.
Key Ways Wexer Virtual Boosted Nordic Wellness’s Success
Through Wexer’s virtual fitness platform, Nordic Wellness achieved significant operational and engagement benefits:
- Flexible Workout Options: Virtual classes allow members to engage in fitness activities anytime, catering to busy lifestyles.
- Cost-Efficient Class Delivery: By substituting live classes with virtual sessions, Nordic Wellness reduces the need for instructor-led classes, leading to substantial annual savings.
- Space Optimization: The virtual platform enables the gym to utilize all areas continuously, filling off-peak hours and maximizing the usage of group training studios.
- Diverse Content for Broad Appeal: The combination of third-party classes and self-produced Nordic Wellness content ensures a range of options, enhancing member satisfaction and increasing engagement levels.
- Consistent Quality of Experience: Wexer’s standardized virtual fitness content aligns closely with live classes, allowing members to have a reliable and effective workout even if they miss scheduled live sessions.
Nordic Wellness’s integration of Wexer’s virtual fitness platform has been instrumental in advancing the gym’s mission to provide accessible, flexible, and engaging fitness experiences. With impressive annual streaming figures and cost efficiencies, the data underscores the transformative impact of virtual fitness at Nordic Wellness. By enhancing member satisfaction, reducing operational costs, and expanding the reach and accessibility of fitness programs, Wexer has positioned Nordic Wellness as a pioneer in virtual fitness, setting a high standard in the global fitness industry.
For gym operators seeking similar results, the Nordic Wellness case exemplifies how a strategic approach to virtual fitness can foster growth, optimize resources, and drive sustainable member engagement.
More Information:
- Nordic Wellness
- Robin Eliasson, Establishment & Management, Nordic Wellness
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