Chapter 12: Digitisation: Transformed or Disguised? The Digital Transformation in Argentina

After the first three or four months of quarantine, during the first year of the Covid-19 pandemic, with gyms closed for several weeks in all cities of Argentina, Santiago Vimo, owner of a training centre in Neuquén, said in a Facebook post: ‘The gyms stopped being a place and became a moment of the day’. What did Santiago Vimo mean by that? With gyms unable to provide services in person, their users had forcibly confirmed that they could stay active from the solitude of their own homes, participating on an online fitness class – live or on demand – if they only had the will and they found the time do it during the day.