Are digital fitness communities the next big thing in connected fitness?

Community as a Business Strategy in Digital Fitness

Fitt Insider once wrote that “in business, community can be a cheat code. And in fitness circles, it’s the holy grail.” For years, community in fitness was something that happened primarily in physical spaces, think of a group class at your local studio or a cycling crew at the gym. And while that in-person element is still critical, digital fitness experiences are falling short when it comes to recreating or amplifying that same sense of belonging.

Why Community Matters

We see community all around us, in neighborhoods, universities, teams, and clubs. So why do so many fitness apps and connected platforms treat it as an afterthought? The truth is, community isn’t just a “nice to have,” it’s a proven business strategy. Building meaningful connections between users increases motivation, loyalty, and engagement. The most successful fitness ecosystems know this and invest in it intentionally.

According to McKinsey, “the most successful apps offer community.” And that insight still holds true. Apps like Strava and Peloton have built entire ecosystems around community, driving both engagement and growth.

Case Study: WATERROWER

Take WATERROWER as an example. At MoveLab, we helped them integrate community-driven features directly into their app, not as an add-on but as a core part of the experience. Users can track collective progress, such as the total distance rowed by the global community. They can view leaderboards that highlight top performances across different distances and join community races that allow them to compete with fellow rowers from all over the world. These features transform solo workouts into shared, motivating experiences.

Bringing Digital Community into the Gym

Now imagine the same experience extended into a gym environment. Rowing machines could be connected to screens that display real-time leaderboards within the facility. This encourages friendly competition among members and gives them a reason to return, work harder, and stay engaged. These subtle digital integrations often become the difference between someone dropping off after a few sessions or becoming a loyal member.

What MoveLab Offers

At MoveLab, we believe community should be at the heart of any digital fitness strategy. Our platform, MoveLab Connect, comes with community-building features already built in. From leaderboards and social integrations to group challenges and live rankings, we’ve developed the core infrastructure so you can focus on growth and member engagement. Whether you are a gym, an equipment brand, or a fitness startup, we provide the tools to connect your users and keep them coming back.