How are gyms faring among various stay-at-home orders during a global pandemic? As the pandemic settled in America, many of the norms were stripped away, including daily gym routines. Gyms quickly became regarded as a hotspot for the Covid-19 virus and were promptly shut down in most states. Gyms of course are a method many Americans use to improve physical and mental health, so at O.Y.E. we wanted to know how these closures affected multicultural communities. We were also curious to see sentiment towards the logistical changes at the gym such as required masks, lowered capacity, and less equipment to allow for social distancing.
For this report, the O.Y.E. social listening tool was implemented to gather insights regarding the conversations surrounding the nation’s top 5 most popular gym chains and the effect the pandemic had created. The five chains that were analyzed in this report were: 24 Hour Fitness, Gold’s Gym, LA Fitness, Lifetime Fitness, and Planet Fitness. The conversations among diverse consumers included topics such as the disappointment people had seeing others without a mask, the re-opening of certain gyms, and the reoccurring theme of gyms charging their members even though their doors were closed.
This analysis was extrapolated from a data set of 123,679 conversations on Twitter, of which 51,872 were from verified U.S. Hispanics and 26,481 were from verified Black Americans. All data was gathered from 12/29/2019 – 12/29/2020. Check out the resources below, including a downloadable case study, videocast, and podcast. Enjoy!
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Downloadable Case Study
Download the Case Study here: Going to the Gym – A Multicultural Analysis
See the full videocast here:
Listen to the full audio on Spotify here:
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