BH 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:

Paul Bowman

BH Live

Rob Cunningham

Podcast 45

The post Digital Fitness Creates Customer-Centric Leisure Innovation appeared first on Wexer.

Sean Tan is the Founder and CEO of RXERCISE HEALTH, Director of the APAC Health & Fitness Association (HFA), and President & Co-Founder of the Singapore Fitness Alliance (SFA). With a background in private equity, football, and law, Sean brings a wealth of experience to this conversation, emphasizing the crucial role of fitness education in addressing the region’s labor shortages and rural market dynamics.

Sean provides a comprehensive analysis of the fitness landscape in APAC countries, focusing on both the challenges and growth opportunities. He emphasizes the potential for developing digital fitness content tailored for mobile devices in rural areas, improving fitness education for the labor force, and the growth of mindfulness communities.

Untapped Market Potential in APAC

The APAC fitness market offers substantial growth potential because of low gym penetration and physical activity rates. Unlike more developed regions, where fitness culture is well-established, many APAC countries are still in the early stages of adopting regular exercise habits. This presents a significant opportunity for businesses to expand their presence by investing in fitness education to raise awareness and promote a culture of fitness.

Fitness education can play a pivotal role in bridging the gap between awareness and participation. By educating the public on the benefits of regular physical activity and providing accessible fitness education programs, businesses can tap into this largely untapped market. This approach is particularly important in densely populated urban centers, where rising incomes and lifestyle changes are driving demand for health and wellness services.

Diverse Market Dynamics in APAC

The APAC fitness market is characterized by its diversity, necessitating tailored fitness education strategies to meet the unique needs of each country. Unlike the more uniform Western markets, APAC’s patchwork of cultures, languages, economic conditions, and consumer behaviors demands customized approaches to fitness education and market entry. A one-size-fits-all strategy can be ineffective or even detrimental in this region.

Economic conditions vary widely across APAC. In some countries, boutique fitness centers are thriving, while in others, the fitness market remains underdeveloped, with low gym penetration and physical activity rates. For example, urban centers in China and India are experiencing rapid growth in boutique fitness studios, catering to younger, affluent consumers. In contrast, markets like Indonesia and the Philippines are still emerging, with many people lacking access to structured fitness programs.

Labor market dynamics add another layer of complexity. In countries such as Thailand, an aging population creates a labor shortage, affecting various sectors, including fitness. The industry’s reliance on a vibrant and well-trained workforce underscores the importance of fitness education in maintaining service quality and meeting growing demand.

For companies aiming to enter or expand into APAC, understanding local contexts and developing country-specific fitness education strategies is crucial. Tailoring approaches not only improve the chances of success but also fosters stronger connections with customers, driving sustained growth in the region.

“There are so many hard to get and rural places that it doesn’t make sense to build gyms or studios there. Connection by platforms like Wexer with content would be fantastic for those regions.”

~ Sean Tan, Owner and Founder of RXERCISE HEALTH ~

Labor Supply Challenges in the Fitness Industry

APAC’s fitness industry faces significant labor supply challenges, particularly because of aging populations in several countries. In Thailand, for instance, the demographic shift is leading to a shrinking workforce, directly impacting the fitness sector. This underscores the need for enhanced fitness education programs to develop a new generation of fitness professionals.

Fitness centers depend on a steady supply of energetic, well-trained staff to run programs, engage clients, and manage operations. However, the shortage of qualified professionals, exacerbated by the aging population, makes it difficult to maintain service quality and meet increasing demand. Fitness education programs must address these challenges by providing specialized training and creating clear career pathways to attract and retain talent.

Additionally, the growing number of older adults increases the demand for fitness programs tailored to this age group. This trend further highlights the need for specialized fitness education to equip professionals with the skills required to meet the needs of an aging population.

“One of the missing pieces to the labor shortage is education and helping to chart a career pathway for everybody in the fitness industry.”

~ Sean Tan, Owner and Founder of RXERCISE HEALTH ~

The Importance of Fitness Education and Training

Addressing labor shortages and improving the quality of fitness professionals in APAC is crucial as the industry grows. Expanding fitness education and training initiatives is key to preparing a new generation of skilled professionals, especially in countries like Thailand, facing demographic shifts and workforce reductions.

One promising initiative is the planned launch of the Singapore Academy for Fitness and Exercise. This academy aims to provide structured career pathways for individuals entering the fitness industry, offering comprehensive fitness education and training beyond basic certifications. By setting high standards for fitness education, the academy will help fill gaps in the labor market and elevate the overall quality of service.

The academy’s focus on clear career pathways is vital for attracting and retaining talent. By offering structured progression from entry-level to advanced positions, the academy can make careers in fitness more appealing and sustainable. This approach is essential in a region where fitness is still emerging and career opportunities may be less well-known.

The Singapore Academy for Fitness and Exercise represents a proactive response to labor shortages and quality challenges in APAC. By providing thorough fitness education and creating career pathways, the academy will support the industry’s growth and ensure high standards of service, addressing both immediate needs and long-term sustainability.

Boutique Fitness Growth and the Role of Fitness Education

Boutique fitness centers are at the forefront of growth in many APAC countries, marking a significant shift from the traditional gym models seen in more developed regions. These boutique studios, offering specialized and community-focused experiences, are becoming increasingly popular, often surpassing traditional gyms in attracting clients.

This trend is driven by diverse and younger populations in APAC who are drawn to the personalized and engaging experiences provided by boutique studios. These centers cater to niche markets with specialized classes like yoga, pilates, HIIT, and spinning, aligning with urban consumers’ evolving preferences. Fitness education plays a crucial role in ensuring that professionals are equipped with the knowledge and skills to deliver these specialized services effectively.

As the boutique fitness trend continues, the demand for high-quality fitness education will grow, ensuring that professionals can meet the evolving needs of clients and maintain the high standards expected in boutique environments.

Check out how Wexer can help you transform virtual fitness journey. Email us: INFO@WEXER.COM

More Information:

Paul Bowman

Sean Tan on LinkedIn

HFA Website

SFA Website

Rxercise Health Website

Podcast 44