Interest in fitness and sports remains high in Russia, mirroring a broader global trend toward integrating technology with physical activity. A recent Calltouch study, summarized by socialbites.ca, highlights how demand for innovative sports tech is rising while traditional gym formats still hold strong appeal. The data suggest a balanced landscape where new experiences coexist with established routines, a pattern likely to resonate with Canadian and American fitness enthusiasts as well.
One notable insight is the willingness of a significant portion of participants to experiment with virtual reality training. About a quarter indicated they would try lessons delivered through VR glasses, reflecting curiosity about immersive workouts that blend gaming elements with exercise. Yet the traditional modes of working out remain popular. Roughly one in five participants expressed interest in trying new forms of physical activity such as yoga or dance, indicating a diversification of preferences beyond conventional gym sessions. When it comes to formats, classic fitness classes still command a strong share (19%), followed closely by online home workouts and team-based activities with neighbors (18% each). Outdoor workouts in free settings (13%) and self-guided runs (12%) round out the most common options.
The study also delves into what drives people when selecting a gym or fitness club in 2023. Proximity to home tops the list at 32%, closely followed by price at 31% and access to an individual trainer at 30%. The appeal of integrated facilities that combine multiple services, 24-hour access, and kid-friendly spaces remains solid, with each of these features garnering about 11% of interest. This indicates that consumers are looking for convenience, cost-effectiveness, and value-added services when choosing where to work out.
Analysts further examined how people discover fitness clubs and beauty services online. The primary channels are search engines, used by 27% of respondents, and geographic service listings, at 25%. Advertisements account for 22% of discovery as people encounter promotions in various places. A smaller share—12%—goes directly to club or studio websites. Messaging campaigns, including SMS and email, contribute 7%, while traditional ads and social networks drive smaller portions of traffic, at 4% and 2% respectively. In most regions, traffic origins are distributed in a similar way, underscoring a common pattern in consumer behavior across markets as diverse as North America and beyond.
Promotional approaches have evolved as gyms and studios adapt to changing media consumption. A noticeable shift favors the revival of offline advertising channels alongside modern digital methods. For example, many potential clients respond to outdoor advertising after receiving a brochure, illustrating the continuing value of tangible, in-person materials. Influencers and opinion leaders remain a significant force in shaping choices, with about one in five Russians indicating trust in blogger recommendations. This blend of traditional and new media reflects a broad, cross-channel strategy that gyms in Canada and the United States are also embracing to build credibility and reach new audiences.
March 2023 brought positive momentum in membership activity, with club card sales up by 10% year over year and 1.1% above pre-crisis levels. A notable portion of participants prefers paying for lessons on a monthly basis, representing about a quarter of respondents, while 14% pay for each course as it is attended. Attitude toward pricing shows a willingness to invest in long-term access, with one-third of respondents comfortable paying up to 30 thousand rubles annually for an annual subscription. A small segment, around 8%, is prepared to spend more than 30,000 rubles per year on sports. Nevertheless, about 10% of individuals are not ready to commit more than 5 thousand rubles per year to fitness classes, highlighting the persistent sensitivity to price among some consumers.
Understanding price tolerance helps studios tailor memberships and value propositions. The data suggest a spectrum of budgeting behavior, from frugal to premium, which Canadian and American operators can reflect in tiered plans, flexible billing, and accessible entry points that welcome new participants while rewarding loyal members. The overall picture is one of cautious optimism: people want quality, convenience, and measurable gains from their workouts, but they also want options that fit varying financial realities and schedules.
Taken together, the findings illustrate how demand for fitness intersects with technology, advertising, and pricing strategies. They reveal the enduring appeal of in-person community experiences while highlighting opportunities to expand through digital platforms and novel formats. As markets in North America continue to evolve, fitness providers can draw on these insights to design offerings that balance familiarity with innovation, delivering value in ways that customers can feel and measure in their daily lives.
In summary, the Russian data point helps illustrate a universal truth in modern fitness: people want access, affordability, and variety. Whether it is traditional classes, online programs, or immersive tech-backed sessions, the core aim remains the same—to help individuals move more, feel better, and stay engaged in the journey toward better health.