Can data help clients and members stick with the program?
Fitness and technology now go hand-in-hand, as seen with leading fitness operators, franchises and equipment makers leveraging the latest innovations. With consumers well-adapted to smartphones and wearables, it’s become an expectation for many to have data at their fingertips or to be entertained by a screen.
Here are some of the top fitness brands and operators that are meeting the needs and expectations of consumers looking for a tech-forward approach along their fitness journeys.
Boutique Fitness Goes High-Tech
Orangetheory, which launched in 2010, is considered one of the OGs of fitness technology, with heart-rate tracking technology at the heart of its boutique fitness operation.
Having recently merged with Self Esteem Brands and poised for global growth, Orangetheory continues to elevate the fitness experience with real-time metrics and smart equipment for a holistic, individualized workout.
One of Orangetheory’s standout innovations – the OTbeat – tracks a member’s heart rate throughout the workout and provides helpful feedback to ensure they stay within their optimal training zones.
“Members find their sessions more rewarding because they can clearly see the results of their efforts on the connected equipment and monitors in the studio and on their mobile app post-class,” Orangetheory’s chief technology officer Ameen Kazerouni said.
The data is also fundamental for Orangetheory coaches, allowing them to make adjustments that ensure members are appropriately challenged. Beyond the studio, the data is anonymized and utilized for program development.
“Our team of fitness experts and data scientists constantly analyze workout trends and outcomes,” Kazerouni explained. “Their analysis supports the continuous refinement of our workout.”
Data-Driven Smart Equipment
Despite some changes in the fitness landscape in the post-pandemic era, smart home gym Tonal remains bullish on at-home fitness and for a good reason. The company has amassed an enormous amount of data on human strength training outcomes that it says is revolutionizing the workout experience.
Strength training has been at the heart of Tonal since the 2018 debut of its at-home fitness system that uses digital weights and offers a hyper-personalized experience.
“No matter what an individual’s goals are, Tonal can assess and then guide that person to their outcome successfully thanks to nearly 200 distinct exercises, multiple weight modes, the highest production-quality guided content and industry-leading artificial intelligence,” Tonal’s chief product and content officer Jonathan Shottan said.
Harnessing data has made Tonal an engaging and effective experience for its users, with the smart gym maker sharing that its members make 70+% strength gains in their first year on average.
“Unlike many other companies that capture data, Tonal is in the unique position to provide actionable insights in the same closed-loop system,” Shottan continued. “The more you use the product, the smarter it gets for you personally, and the smarter it gets as a whole.”
Smart workout equipment brand Echelon is fueling the connected fitness space for gym and studio partners, launching in 2017 as an omnichannel fitness solution that allows users to work out wherever they are.
“In today’s fast-paced world, everyone expects convenience, flexibility, and personalization in all services, especially fitness – no matter where they are working out,” said John Sweeney, Echelon VP of commercial sales. “If it’s not accessible, seamless and an easy experience, people move on. The tolerance levels are short.”
Offering a connected experience increases usage and results, which drives customer engagement, Sweeney said. The smart gym maker offers real-time performance tracking, interactive elements like live leaderboards and Echelon Worlds, a gamified racing platform where users can compete against friends, a computer or themselves.
“These features foster a sense of community and competition, motivating all to go to their next level – whatever that may be,” Sweeney said. “Moreover, offering the ability to integrate personal training and group classes directly through our product makes for a more comprehensive and engaging fitness journey.”
Immersive Experiences
Freemotion Fitness, the commercial equipment division of iFIT, is charting a new course in fitness with immersive experiences on its 22 Series, a line of cardio machines that provide a virtual passport to a global adventure.
The equipment maker has breathed new life into treadmills, incline trainers, indoor bikes and more, with 22-inch HD screens depicting exotic locations across all seven continents thanks to its integration with iFIT’s digital content platform. Fitness enthusiasts working out on the new series work up a sweat while being transported to the beaches of Bora Bora or the Swiss Alps, offering a momentary escape from the mundane.
“The iFIT Global Workouts offer an unparalleled variety of experiences,” Freemotion Fitness CEO Mark Watterson said. “Whether members are looking for high-intensity interval training, scenic runs, or challenging hikes, there is something for everyone.”
Watterson noted that the approach has kept members engaged and motivated, and it’s also been a game-changer for gyms and health clubs.
“It not only enhances the member experience but also helps in retaining clients who crave variety and novelty in their workouts,” he said. “With Freemotion and iFIT, gyms can tap into the global trend of outdoor fitness, offering members a unique selling point that sets them apart from competitors.”
This article originally ran in ATN’s Technology & Innovation Outlook 2024 report. Read more about the transformative impact of cutting-edge technology on the fitness and wellness industry and download the free report today.
