As COVID-19 struck, global shutdowns catapulted brick-and-mortar fitness facilities to either sink or swim. Just before, in early March 2020, boutique studios were considered the largest driver of growth in an $85 billion fitness industry accounting for 21% of the fitness club market, according to the IHRSA. Also, in early 2020, group fitness ranked as the third “hottest fitness trend” and virtual home-based workouts were labeled “seasonal fads.” Forced to pivot and reprioritize with the loss of months of revenue and revised standards like social distancing and masks, the fitness industry is shifting in critical ways to accommodate new attitudes and a booming online market.

Yet, some priorities are only amplified as a result of the pandemic. General Manager, Chris Lupton, weighs in.

“Since opening Hill Country Indoor in December of 2017, HCI has been steadfast and committed to serving the Lake Travis community. People of all ages rely on HCI to stay in shape so they can battle all of
life’s challenges and obstacles. COVID-19 is simply the next hurdle,” Lupton says. “For most gyms and sports facilities, this new era has exposed weaknesses in daily procedures and ethics. For HCI, we have simply amplified good practices, purchased additional sup- plies—sanitization fogging machines—and we got back to work. We are beyond proud of our front line gym staff and all of our management for making the best of a historically tragic situation.”