Blitzing 2015: a year in review.

The Run Blitz Edmonton

A lot can happen in 365 days. Over the past year, Blitz has experienced a world wind of new experiences and opportunities. We have changed but so has Edmonton’s fitness environment. By that I am not implying fitness itself has changed – 150 minutes of moderate to intense cardiovascular activities with a few bouts of weight lifting is still the standard; it is the business of fitness that has significantly changed.

The expectation of the consumer is no longer solely based on a great workout; it’s an overall experience. If you’re like me, I have an internal rating system for fitness experiences. What foodies are to restaurants, I am to workouts. I am quick to judge because my hard earned dollars are at play and more importantly my time. Businesses, collectives, tribes and whatever else you want to call them need to adapt to the ever changing consumer environment by either adding a new flair to their workouts, adding more variety to the offerings, putting in value adds like nutrition and supplementation, or creating alliances with other organizations. Building relationships, adapting to the users, portraying a specific lifestyle brand, and providing the highest quality workout are now all part of the formula for success.

Most organizations are limited in space. So buying into programs like YegFit Pass and Fitset have become a trend in 2015 and will most likely be prominent in 2016. Passes provide two things for younger and less established brands: bodies in classes and optics. Users are able to sample a plethora of classes and become aware of the multitude of offerings in the city.

Alternatively, bigger more established brands have chosen to expand in a few ways: River Valley Health has opened The Base, Barre Body Studio has opened a second location, and we have expanded our services with the addition of spin.

Other businesses have incorporated value adds: World Health Club has brought in Fresh Fit Foods, nutritional consults are an ever increasing trend, and most companies have started or established some type of challenge (thirty day, forty five, two months etc.…). A more all-encompassing approach to health is great although I think the winners in 2016 and 2017 will be organizations that can integrate digital platforms and fitness technology, which are becoming more ubiquitous. Imagine a company that actually cared about what your Fitbit says instead of dismissing it as a gimmick.

I believe we’ve positioned Blitz in a very unique way this past year: we don’t sell Blitz as the “be-all end-all” to your fitness lifestyle. We assist in facilitating your goals: we brought on specialized classes to improve running technique, performance in sports, and spin. We have positioned ourselves uniquely as a community with the clear goal not only of improving health but enhancing life experience. Blitz, in my mind, has become one of the most inclusive communities because our innovation does not lie in our training methodologies – we don’t do gimmicks – but in how we act as a whole. We give more than we take, we expect nothing in return, and we ultimately look at the wellbeing of Edmonton as an entity. In 2016, Blitz will continue to push beyond the physical constraint of our walls and affect others through empowering our community in health, a sense of belonging, charitable giving, and presence.

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About Chris Tse

I’m a scientist turned owner of Blitz Conditioning, a Fitness Columnist at CBC Radio on Thursdays at 8:20 am, and owner of Tse Social Strategy. Follow me on Twitter or Read my full bio.

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