One of the major challenges in the health and fitness industry is creating long lasting behaviour change. Depending upon which sources you look at, less than 50% of the population meet recommended physical activity guidelines. This number does not seem to have changed much over the years whilst levels of sedentary behaviour are increasing. Although happening long before Covid, the acceleration and adoption of alternative forms of access to exercise (digital apps, home equipment) outside of the traditional gym has shown there is a demand for new types of access. These may have not have had the long lasting impact some would have hoped for as access, time saving etc are only minor limiting factors. The major factors seem to include lack of knowledge, lack of motivation, and lack of enjoyment (the reader is referred to self determination theory for a more thorough review). It seems to me that many of the alternative options that popped up contributed pieces of the motivation puzzle but no one has put this together into what I would call a fully conceptualised wellness journey that leads to long lasting behaviours. This is not to say that the MV will, but it could be a major part of the puzzle in enlarging the overall pie.
Although not specifically related to the fitness industry, Hwang (2022) found in a study of MV users that individual self-determination of the metaverse formed intrinsic motivation such as identification and enjoyment, which affected the intention to continue use, and the trust of metaverse members partially moderated the relationship between self-determination and motivation. The result contributes to the sustainability of the metaverse platform by suggesting an approach to users and the environment to improve the intention of continuous use of metaverse. This is fascinating because moving people from extrinsic to intrinsic motivation is one of the key challenges facing the health and fitness industry.
The study of the impact of the MV on learning and student outcomes is probably more advanced than it is currently in the physical activity realm. Research by Marini et al (International Journal of Interactive Mobile Technologies, 2022) shows that using the metaverse application positively impacts students’ learning outcomes. Students can use the Metaverse app to see better learning outcomes. Students are also more interested in learning and can easily understand and discover new knowledge. In addition, students find it more fun to learn using the Metaverse app, which is a mobile augmented reality. This research is representative of many similar types of research and it is not a stretch to think that if knowledge and autonomy are two major limiting factors affecting an individuals level of physical activity, then the MV could help bridge this gap based on its inherent strengths in aiding learning (often through enjoyment).
Kinesiologists at the University of Minnesota reviewed 15 studies that looked at the impact of VR on physical activity. Among those that looked at physical outcomes such as body composition, fitness level, and muscular strength, two-thirds showed positive results from VR workouts.
Perhaps the more interesting finding comes from the studies that looked at VR’s psychological effects. According to the research, virtual workouts can reduce fatigue and symptoms of depression. This is interesting as some evidence does show that overuse of digital technologies can lead to mental health issues. There then seems to be a role for the MV in combating its own negative impact.
In a study published in 2019 by University of Georgia researchers, they explored the topic whether the use of virtual reality during high-intensity cycling could reduce pain from exercise. The study tested 94 healthy adults, specifically selecting those who didn’t have a high likelihood of motion sickness – one of the potential drawbacks of using a VR headset. The study found that, among those who were exposed to the interactive VR experience, the perceived pain intensity in their quadriceps was 12–13 per cent lower during the second and third sprints compared to participants in the non-interactive group. Meanwhile, cycling performance was the same across the board; pain relief was not a side-effect of reduced cycling performance among those engaged by the interactive VR experience. This should not be surprising to many as immersive GX experiences have been around for a while and even anecdotally it can be observed that levels of perceived exertion are lower than in traditional types of activities.
In a review by Yang and colleagues (Korean Journal of Sport Biomechanics, 2022) it was analyzed that exercise rehabilitation using virtual reality and metaverse games for the rehabilitation of disabled and elderly patients can help improve brain, physical ability, and anti-aging by activating the body and mind. Thomason, in an interesting perspective published in Global Health Journal (2022), explored the potential of token economics and the MV could be used in treating those with chronic diseases.
Whilst clearly not an exhaustive review of the literature, the research cited does hold some exciting implications compared to existing health and fitness experiences. The health and fitness MV seems to hold the ability to span a wide range of audiences and needs despite it often being touted as a young person’s arena. With enhanced capabilities in experiences, learning, connections, community, autonomy and fun – the unfulfilled promise could yet to be fulfilled. A final compelling example is that of iGYM which is an AR system for inclusive play that was created to give young people with mobility disabilities access to physical play activities with their non disabled peers.
Strategy & Competitiveness 