Chapter 1: The Challenges of Digital Transformation in the Fitness Industry in the World

On March 11, 2020, the largest pandemic in recent years was declared worldwide, causing important and structural changes in sectors such as education, politics, health, or sports, among others, emerging the importance of technology and digitisation given the temporary confinement of the population. Specifically, in the fitness sector, and from that moment on, many of the professionals and academics in these sports sub-industry wondered, is technology and digitisation an opportunity or a problem? The answer could have a quick solution; it is a great opportunity. In fact, digitisation has made the ways of working, communicating, optimising time, interacting with consumers, co-creating value, or creating new digital business models more flexible.