At the 2018 IHRSA trade show in San Diego, California, one theme dominated above all others: technology. The integration of technology products and services into every aspect of the fitness experience is more than a trend; it’s a revolution. Technology is transforming every aspect of the fitness industry operational, financial, marketing, customer relations, personal training, equipment design everything. It can feel overwhelming, so some industry leaders recommend taking a step back and focusing on what’s most important, such as integrating health apps to streamline data and improve user experience.
Creating clarity out of confusion is key, says Carrie Kepple, IHRSA board member and owner and CEO of Styles Studios. There are so many technology options available in the big wide world of business-to-consumer industries that we don’t know what to choose for our own businesses to improve the member journey. Kepple spearheaded the growth of Les Mills clubs in New Zealand after working as national director of group exercise for Gold’s Gym. Both experiences taught her how to use digital tools to maximize member engagement and retention.
The partners only want one thing: everything
In my opinion, there are two key categories of technology we should consider in our technology strategy technology that improves fitness and technology that improves service, she explains. I call these ‘tech-enabled workout’ environments. In the end, it’s about giving the customer what they want, says Kepple. Redesigning the customer experience Affiliate marketing is about their needs, not yours. Consumer expectations are higher than ever. Old and new industries are racing to keep up with demands, which are invariably technology-based.
People live online and expect access to their online world wherever they go: in a coffee shop, a hotel, an airplane, and, of course, a gym. According to a survey, 91% of consumers say access to content across all devices is important to them. Communication, information, and entertainment are available on demand at all times. The world is literally at our fingertips. At one time, the generational divide affected the marketing of digital technology based services, but those distinctions are disappearing, especially when it comes to technology that informs us about our health and fitness status.
What kind of technology do you need to increase engagement?
The more people learn about themselves, the more they want services that cater to their personalized needs. According to an article in Diginomica: “This shift toward personalization is largely the result of retail giants like Amazon, which have raised the bar for customer service. Companies now need to think about how to create a consumer experience that differentiates them in a highly competitive market. Consider how this principle works in the fitness industry. Wearables and cloud-connected workout equipment can communicate body measurements like heart rate during exercise.
Gyms have seen incredible growth in group training programs that use video monitors that display members’ individual stats as they work out. Orangetheory, one of the most remarkable success stories in the industry’s recent history, leverages this concept in a high-energy environment. This connectivity and feedback loop are only going to increase. When members walk through their doors, they’re no longer leaving their world behind. They’re taking it with them.
Restriction Factors
Wearables, earbuds, and heart rate monitors should be able to communicate with your equipment. Asset tracking. You also want your equipment to talk to you. Usage reports and push notifications will help you better service your equipment and identify what’s popular and what’s not. Advanced built-in workout programs. It needs to be able to bring today’s top exercise trends into your system. Numerous options. Members can access Netflix, Facebook, news, and sports channels from the touchscreen. Interactive workout calendar and Set Goals page.
Members can easily track their workouts and progress, with their personal data stored in the cloud. Member communication. Clubs can send branded marketing promotions and other communications through the console from a single login. Customized reporting. TRUE Fitness’s Envision Premium software will provide usage reports, along with search options. You’ll also have the ability to manage reports across multiple facilities if you operate more than one club. Virtual world travel. The platform allows members to exercise at famous locations around the world through the LCD screen.
Conclusion
Asset management. Clubs can monitor product performance and status, as well as understand customer equipment preferences and usage patterns. Of course, exercise intensity may not be a priority when you’re watching Netflix on a 16 LCD screen. A selling point for home fitness equipment used to be, Bring your gym into your living room. With TRUE technology, you can bring your living room into your gym. Your members may not want to leave.
If your club’s fitness programming focuses more on HIIT workouts, TRUE offers the Ignite High-Intensity Interval Training console. The Ignite console allows for more manageable HIIT workouts in an individual or group setting with its quick-touch technology. For more information about the Envision 16 and Envision Premium consoles and the Ignite HIIT console, visit the TRUE Fitness website. Also, stay up to date with TRUE by following them on Facebook, Instagram, Twitter, and LinkedIn.
