July 2022
TECHNOLOGY
AND THE FITNESS
INDUSTRY TODAY
Photo by Getty Images.
TABLE OF CONTENTS
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THE TECHNOLOGY REVOLUTION CONTINUES TODAY IN THE FITNESS INDUSTRY
By Pamela Kufahl, Content Director, Club Industry
WHERE TECHNOLOGY IS TAKING THE FITNESS INDUSTRY AND WHAT WE CAN EXPECT
MOVING FORWARD
By Bryan O’Rourke, President, Fitness Industry Technology Council, and CEO, Vedere Ventures
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10
THE BIG REVEAL: WHO ARE YOUR ONLINE USERS AND WHAT DO THEY WANT TODAY?
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14
LEVERAGING TECHNOLOGY FOR A TRULY INTEGRATED CLUB EXPERIENCE
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4 STRATEGIES TO MAKE DIGITAL FITNESS COMPLEMENTARY, NOT COMPETITIVE
By Sarah Marion, Ph.D., Director of Syndicated Research, Murphy Research
THE TECHNOLOGY REVOLUTION IS REAL IN THE WELLNESS SPACE
By Dr. Ted Vickey, Founder and CEO, FitWell LLC
FINDING THE BALANCE BETWEEN DATA COLLECTION AND HUMAN CONNECTION
By Khal Rai, COO, ABC Fitness Solutions
By Sean Ironside, Senior Director of Global Marketing and Brand, EGYM
TRENDS IMPACTING THE FITNESS INDUSTRY IN 2022
By Club Automation
By Andrew Evenson, senior director operations and brand strategy at FitnessOnDemand
UNLOCKING COMMUNITY TOOLS THAT MAKE EXERCISE HABITS STICK
By Terry Woods, Vice President of Sales-Americas, Myzone
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HOW CLUB OPERATORS CAN ADAPT AS TECHNOLOGY CHANGES THE FITNESS INDUSTRY
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GAMIFICATION AND THE FUTURE OF FITNESS
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USING TECHNOLOGY TO HARNESS OPPORTUNITIES
By Sean Turner, CEO, Les Mills US
FITNESS CLUB OPERATORS IMPROVE CUSTOMER EXPERIENCE THROUGH APPS
By Carole Oat, National Sales Manager, Twin Oaks Software
By Hugo Braam, CEO and Co-Founder, Virtuagym
HOW ANALYTICS AND REPORTING CAN HELP YOUR FITNESS BUSINESS
By ASF
By Freemotion
THE BEST FITNESS TECHNOLOGY APPROACHES EVOLVE TO ENHANCE MEMBERS’ LIVES
By Alec Salzman, CEO and Owner, GymRevenue
JULY 2022
EDITOR’S LETTER
THE TECHNOLOGY REVOLUTION
CONTINUES TODAY IN THE
FITNESS INDUSTRY
I
t’s difficult to think of a part of our lives where technology
doesn’t come into play these days. I’m surprised at how many
of the services I use these days take payment on Venmo or Apple
Pay. Or how often I turn to my iPhone to check the temperature to
see if it’s too hot to walk the dogs. Even eating outside your home
often involves technology, whether it is reserving a table online or
ordering food to be delivered by a service.
With the COVID-19 pandemic, technology became a lifeline for
many people, from finding places online to get vaccinated, to
ordering groceries to be delivered to their doors, to trying online
workouts in their homes, to celebrating holidays with family or
attending funerals over Zoom.
And even though life is getting back to normal, some of these
technologies are permanently incorporated into people’s lives
and into operations at fitness facilities. It really has become a
revolution that we may not have seen to this degree at this time
without the difficulties of the past two years.
Club Industry has asked a few experts and suppliers to share
their insights on how technology is revolutionizing the industry.
In this report, articles look at the impact of technology on the
industry and where it will go in the future, who makes up online
users and what they want today, how technology is impacting
the wellness space, how to find balance between technology
and human interaction, using technology to integrate the club
experience, technology trends, how to incorporate digital fitness
today, using technology to make exercise habits stick, adapting
to technology, using apps to improve customer experience, and
gamifying fitness to make it more fun.
We hope the insights will help you as you move forward and make
decisions about the future of your business.
685 Third Ave., 21st Floor
New York, NY 10017
DIRECTOR OF CONTENT
Pamela Kufahl
MANAGING DIRECTOR
Marty McCallen
INTEGRATED MEDIA
ACCOUNT REP
Crystal Wheeler
WELLNESS GROUP
MARKETING DIRECTOR
Jennifer Rosen
MARKETING COORDINATOR
Kamira Felton
ART DIRECTOR
Jordino De Los Santos
SENIOR DIGITAL
ADVERTISING SPECIALIST
Alexia Troia
www.clubindustry.com
Cover Photo by Getty Images.
This report is brought to you
by our sponsors:
Sincerely,
Pamela Kufahl
Content Director
Club Industry
www.clubindustry.com
3
JULY 2022
Photo by gilaxia/Getty Images.
WHERE TECHNOLOGY IS TAKING THE
FITNESS INDUSTRY AND WHAT WE CAN
EXPECT MOVING FORWARD
Where technology is leading the fitness industry can be broken down into four arenas
of trends that brick-and-mortar operators need to focus on now and into the future.
BY BRYAN O’ROURKE, PRESIDENT, FITNESS INDUSTRY TECHNOLOGY COUNCIL,
AND CEO, VEDERE VENTURES
S
ince we all have been living through what began in
and around March 2020, I don’t have to spell out
many of the obvious impacts of COVID as it pertains
to technology. A lot of clubs around the world suffered
with some of them sadly closing, and there was a rush
to technology tools to deliver at-home fitness solutions
leading to the surge of Peloton share prices and the
mad dash to offer content and other experiences
digitally by fitness facilities.
Although those days are mostly behind us,
fitness has and will continue to undergo significant
transformation as technologies have become a more
relevant aspect for all industries and consumers
in general. This move to technology has been
driven by shifting consumer expectations for more
omnichannel, convenient, personalized, engaging
and differentiated experiences. Underpinning these
expectations have been macro trends like the broad
adoption of Internet connectivity and mobility over
the past decade and the related creation of new
consumer solutions and experiences in industries such
as banking, transportation, food, lodging, education
and others. Although the more than 1.5 billion users
of fitness tracking devices and fitness apps globally
dwarfs the current number of global members utilizing
commercial fitness facilities (estimated by IHRSA to be
around 200 million today and forecasted to reach 230
million members globally by 2030), the opportunity
to continue to leverage technology tools is a pillar of
intelligent fitness facility strategies now and in the
future.
As 2030 approaches, however, success in the future
will be less about fancy new mega trends like the
“metaverse” and more about how fitness businesses
can optimize available technology tools to become
more effective and competitive.
So when it comes to technology, where are we going
from here? That is a big question and given the limited
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JULY 2022
space provided, I will share four arenas of technology
trends that brick-and-mortar operators need to focus
on now and into the future:
1. Rising member acquisition costs. If you have not
noticed already, digital ad spend to acquire leads has
gotten much more expensive. Meta’s cost per thousand
(CPM) has increased 61 percent year over year, TikTok’s
CPM has increased 185 percent, Google search ad
CPC (cost-per-click) increased by 14 percent, and
Instagram’s CPM has increased 23 percent. The days
of successfully running simple Facebook ads alone like
you may have done three years ago are over.
Digital advertising channels are becoming less
effective as consumers become savvier and better able
to identify and avoid
ads. On top of this, Meta,
Google and others have
made it difficult for
advertisers to effectively
target specific audience
groups, while Apple has
restricted the ability
for those platforms to
retarget their iPhone
users with ads.
Among other
strategies, fitness
businesses are going to
need to do a better job
of both optimizing and
creating more content,
while seeking better
ways to use data and the customer journey to inform
them about what converts, when and at what cost. If
you are not reconsidering your marketing strategies
particularly as it relates to digital, you better start
soon.
“This move to
technology has been
driven by shifting
consumer expectations
for more omnichannel,
convenient,
personalized, engaging
and differentiated
experiences.”
2. Integrated systems and the importance of
a single source of truth. Today, a real challenge
exists with operators who rely upon multiple SAAS
solutions to run their fitness businesses. Knowing
basic information such as where new members are
coming from and why certain members are leaving
seems essential, but in many operations, those answers
are harder to understand than they should be. A key
barrier to obtaining these insights is a lack of effective
APIs, and in certain cases, systems that simply make
it hard to have things work in concert. You cannot use
technology to run your business more effectively if it
is too hard to drill down on basic information that can
become actionable. Reliable business intelligence that
focuses on basic aspects of your operations is a key to
winning. If you do not have your technology software
solutions working seamlessly together, getting this
done should become a major priority for you now.
3. User experiences. The commoditization of
offerings in the commercial fitness space is an
opportunity for those who want to put in the effort
to truly differentiate what they are delivering in
ways members will appreciate. F45, OrangeTheory,
Basic Fit and Alloy Personal Training are a few of the
concepts that have put together a differentiated user
experience incorporating technology and people in
ways that the member values. Convenient, frictionless,
personalized and omni-channel are the cornerstones
of great user experiences. Of course, not only does the
technology have to be great, but the human capital
deployed to make those experience really wonderful
also is important. Brands that differentiate their user
experience and use technology to make it central to
their business plans and efforts are more successful
now and in the long-term. If you have not mapped out
your user experience and are not identifying how you
will differentiate while using technology as a tool to get
there, you need to put it on the list of important things
to do.
4. Automation. Costs of operations are rising.
The challenge of finding great human capital is
getting more difficult. These dynamics, in the midst
of a competitive marketplace, will require brands
to automate tasks using technology. Basic Fit is a
great example of a brand that has a high degree of
automation in operating its chain of clubs in Europe.
They leverage technology to lower costs while using
technology to personalize and make convenient their
member experience. More thoughtful adoption of
higher levels of automation is a pillar of execution for
fitness facility brands now and into the future.
BIO
Bryan K. O’Rourke, is a former IHRSA board member,
president of the Fitness Industry Technology Council
and CEO of Vedere Ventures. He and his partners have
invested in and operate 14 companies in Asia, Europe and
the Americas. O’Rourke has contributed to seven books
with colleagues on trends in the fitness space, and he has
delivered keynotes talks to more than 100 audiences on
four continents. To learn more, visit https://www.linkedin.
com/in/bryankorourke/.
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JULY 2022
Photo by Getty Images.
THE BIG REVEAL: WHO ARE YOUR ONLINE
USERS AND WHAT DO THEY WANT TODAY?
The pandemic’s acceleration of digital use among consumers and businesses has
revealed a few important truths about what today’s online users want.
BY SARAH MARION, PH.D., DIRECTOR OF SYNDICATED RESEARCH, MURPHY RESEARCH
D
igital member engagement was an important piece
of the club membership equation well before the
pandemic. But as it did with so many other trends,
the pandemic accelerated the shift to digital among
both consumers and businesses. However, the world of
digital fitness options, resources, products and services
is vast. This makes it critical for club operators to
understand which consumers are using these resources
and what they actually want.
The State of Our Health syndicated research program
has been continuously collecting data on Americans’
fitness, food and mindfulness approaches since 2018,
including the adoption of digital fitness solutions.
Here are five important findings:
1. Digital member engagement has grown
more important, especially to key audiences.
To understand the importance of digital member
engagement, we first need to understand how it has
changed in the past two years. Among gym members,
the number who consider a useful app or website an
important criteria when choosing a gym has more
than doubled since 2019, growing from 7 percent to 16
percent in 2021, and holding steady through 2022.
This means that one in six gym members is looking
for a high-quality digital experience from their gym.
Furthermore, this number doesn’t budge until you get
past age 56, resulting in a huge number of consumers
equally invested in useful technology at the gym.
A good app and website are also significantly
more important to higher income groups. So if your
club caters to affluent consumers, you can bet that
a good number are taking digital engagement into
consideration.
These trends make it even more important to
understand when members want digital engagement…
and when they don’t.
2. Digitally inclined members value the social
aspects of the gym. Members who value a good
digital experience are valuable customers. They are
more engaged in fitness in terms of activities and
exercise frequency, and more willing to invest in their
exercise environment, apparel and equipment. Eighty
percent say that they’ll spend more to work out in
an environment they enjoy. They’re also already
connected — 61 percent use online workout videos
weekly, 66 percent wear a fitness tracker, and 73
percent track their fitness with an app.
However, while these members are clearly digitally
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JULY 2022
engaged, they like the social experience of the gym.
They value competition, directed workouts, a sense of
community, having support and activities they can do
with others much more than the average gym member.
As a result, they’re more likely to look for a club with
classes they like, where their friends and family work
out, and where they can find like-minded people. This
social orientation is key to understanding what types of
digital engagement to focus on.
3. Digital engagement is not about eliminating
human interaction entirely. Tech and digital solutions
can make our lives easier and more enjoyable, or they
can do the opposite. Digital member engagement
must solve an actual pain point and make it easier for
customers to get to the good part of the in-person
fitness experience.
Key to this equation is understanding what constitutes
a hassle for your members, and what doesn’t. We
often assume that young, tech-savvy
consumers want to eliminate social
interaction entirely, but this isn’t
the case. In fact, what the best tech
solutions do is simplify or bypass
the social interactions that can be
frustrating, allowing consumers to get
more easily and quickly to the enjoyable
interactions. If club members wanted to avoid people
altogether, they wouldn’t be coming to the gym.
The pandemic prompted a lot of interest in touchless
systems, especially in high-touch areas, such as entry/
exit, check-in and payment. We now know that these
systems don’t do anything to stop the spread of COVID,
but they do often add hassle where it didn’t exist
before, like opening a simple door. While digital check-in
may have some advantages, it is typically not a major
pain point for consumers. In fact, a greeting at check-in
is often the start of the pleasurable social interaction
that members are looking for when they enter the club.
email. In short, they have to deal with this hassle before
they can get to the workout.
And yet everything mentioned above is easily
automated with existing digital products, many of
which offer customer retention tools as well. These are
the tech solutions that make trying a new club or class
easy for consumers, especially younger ones who are
used to seamless digital solutions for exactly this type
of problem.
Seamlessness incorporates usability. Just having the
information or links somewhere on your website or app
doesn’t cut it. Many gym websites are set up as simple
information centers, leaving it up to users to connect
the dots between amenities and offerings, payment
and membership options, schedules, equipment,
instructors, etc. Since your website is often the first
interaction a consumer has with your gym or studio, it’s
imperative that it quickly, easily and intuitively guides
visitors through the entire research and planning
process. In return, clubs get contact
information, workout preferences
and schedules, easy payment and
confirmation, and a happy customer.
“Members who value a
good digital experience
are valuable customers.”
4. Digital engagement should eliminate barriers
between users and the experience they want.
Critical pain points are those that stand between
consumers and the experience they’re looking for.
For gyms and studios, a key example is planning the
visit: finding schedules; booking classes and time
slots; avoiding crowds; searching and sorting to find
the right workout, instructor, length and intensity;
booking, payment and cancellation; reminders,
calendar invites, confirmations; directions and what
to bring or know upon arrival. Members juggle many
of these considerations with each visit. For potential
new members, they pose a major obstacle because
they involve time, effort and sometimes a phone call or
5. The bottom line: Embrace tech,
but strategically. Take a cue from
other industries that have successfully
eliminated hassles — food delivery, ride hailing, and
online grocery shopping. These are popular because
they eliminate the pain points that occur before you
get what you’re after. Data shows that consumers who
are digitally engaged are also going to the gym. They’re
after the workout they want in the space and with the
people that motivate them. The key is to determine
what the real hassles are that stand between your
members and their desired workout experience. You
can then use digital tools strategically to address those
hassles and get them to their workout faster and easier.
BIO
Sarah Marion, Ph.D., is director of syndicated research
at Murphy Research, which puts together the State of
Our Health (SOOH), a reference point for uncovering
the underlying truths and trends that propel fitness and
food attitudes and behaviors. The U.S. fitness and food
tracker offers data to inform insights into almost every
facet of American health and wellness. Due to SOOH’s
comprehensive and longitudinal design, it can answer
almost any question about fitness, food, mindfulness,
or how they interrelate. The data can also be cut by key
consumer subgroups of interest as needed. You can
learn about SOOH, including the benefits of subscribing,
by emailing Marion at smarion@murphyresearch.com.
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JULY 2022
Photo by Getty Images.
THE TECHNOLOGY REVOLUTION IS REAL
IN THE WELLNESS SPACE
Technology’s long-lasting impact on fitness expands beyond the four walls of clubs
and studios, which can offer opportunity within those spaces.
BY DR. TED VICKEY, FOUNDER AND CEO, FITWELL LLC
O
n June 29, 2022, the iPhone celebrated its
15th birthday. That may be hard to believe, but
many of us likely can’t remember our lives before
an iPhone.
During those past 15 years, the health, wellness
and fitness industries have found ways to use
technology to be more effective in helping clients
along their personal path to better health and
wellness. And some of us may not be able to
remember our businesses without some of this
technology either.
From the Hidrate water bottle measuring fluid
intake to the Oura ring monitoring various sleep
metrics, plenty of wellness tech tools can be used
for better health. The wearable revolution has
helped millions of people take control of their
physical fitness. The same revolution is expanding
to overall health and wellness.
Technology Is Here to Stay
We rely on technology in other areas of our life.
Using technology for wellness just makes sense.
Count how many times you have used some sort
of technology just today. You may have used your
alarm to wake, checked your email and watched
the morning news all while in bed using your
smartphone. Wellness technology continues to
be an area of interest, with everyone from titans
such as Apple and Google to many disruptive
wellness startups constantly finding new ways to
collect health data to help us stay accountable to
our wellness goals and improve our health. Just
as the smartphone altered the world by replacing
flashlights, GPS navigation, miniature cameras
and other devices with a pocket-size computer, the
same will happen in wellness.
Rumors continue to swirl that Apple is working
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JULY 2022
The Adoption of Telemedicine Is on the Rise
All signs point to a continued rise in the use of
telemedicine post-COVID-19. Telemedicine’s ease
and convenience will allow users to remain engaged
on a more real-time basis with their healthcare
team. According to App Annie, in 2021, there were
2.48 billion global downloads of a health/fitness/
wellness app, up from 1.97 billion in 2019. The same
report found that
more than 71,000
health and fitness
apps were launched
in 2020. As a result
of this phenomenon,
we will see increased
investment in digital
health/fitness/wellness
solutions in wellness
technology.
Although
telemedicine will
never replace faceto-face health visits, remote digital consultations
can remove the barrier to quick and easy access
to healthcare across the globe. According to a
telehealth post-COVID-19 McKinsey report, the use
of telehealth increased 38 times from the preCOVID-19 baseline. Both healthcare providers and
patients now understand the need for a hybrid
approach for the digital world
“Wellness tech
solutions designed to
monitor wellness in the
workplace will come
to the forefront during
2022 and will continue
into the near future.”
SIDEBAR: The CDC reports that high blood
pressure afflicts as many as 116 million
American adults, with just 24 percent having
the condition under control. One major
challenge is that many people don’t even
know they have it. A wearable device that can
reliably identify and track the disease could
help save lives and be a big prize for a tech
company. The same can be said for many other
preventable health conditions that must be
identified and monitored.
By using this tool, providers can incorporate a
mix of digital and face-to-face consultations to
create better health outcomes for patients more
conveniently and comfortably.
With that in mind, a similar rise in adoption
will occur within the wellness industry by using a
collection of different wellness technology that
can add additional value to a person’s journey
toward better health and well-being. That might
include teleconsultations with registered dietitians
or trainers.
Wellness Tech Goes Corporate
As employers become more aware of the
importance of corporate wellness, especially as
employees return to the office post-COVID-19
shutdown, wellness tech solutions designed to
monitor wellness in the workplace will come to the
forefront during 2022 and will continue into the
near future.
Platforms such as Noom, Gympass, Headspace
and Calm have expanded services into the
estimated $48 billion corporate wellness market.
Opportunities exist for health, wellness and fitness
professionals to interpret the data from these
various platforms and provide a more enhanced
corporate wellness profile.
Other new and innovative wellness platforms
such as DASH allow companies and organizations
to create wellness challenges to motivate, track
and incentivize employees to live healthier
lives using integrated user-generated data from
wellness apps and wearables.
Wellness technology continues to grow and
evolve as more people and organizations adopt
the use of apps and wearables to track health
and fitness information. With the potential for
the personal health improvement of our clients,
it would be unwise for the wellness industry to
ignore the power of these tools. Those that adopt
wellness tech will be those that will flourish in the
new digital world.
BIO
Dr. Ted Vickey is the founder and CEO of FitWell LLC,
a fitness and wellness disruptive health technology
company serving clients around the world. His Ph.D. is
in engineering with research on wearables and fitness
data. He is the senior advisor emerging technologies
at the American Council on Exercise and professor of
fitness technology and business at three universities. He
served as executive director of the White House Athletic
Center under three presidents. He was named the most
influential fitness tech person in January 2021.
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JULY 2022
Photo by Liderina/Getty Images.
on new and updated wellness features that will
monitor blood pressure and detect and diagnose
conditions such as sleep apnea, hypertension,
depression and anxiety using the Apple Health
platform. Apple CEO Tim Cook has said health
and wellness will be the company’s “greatest
contribution to mankind.” Recent marketing for
the Apple Watch includes the tagline “The future
of health is on your wrist.”
SPONSOR: ABC FITNESS
FINDING THE BALANCE BETWEEN DATA
COLLECTION AND HUMAN CONNECTION
There will always be a place for the human touch, and these connections will be
further enhanced by technology.
BY KHAL RAI, COO, ABC FITNESS SOLUTIONS
F
ew can deny how the customer experience in the
fitness industry is changing, driven by recent
technological advancements and increased access to
customer data. But does one have to be data-driven
and wired to technology to maximize this evolving
customer experience? What about the traditional
human connection our industry is built on? Does it
have to be one or the other?
I recently spoke at IHRSA about how there will
always be a place for the human touch, and these
connections will be further enhanced by the
acceptance of technology. COVID-19 accelerated this
shift as club operators explored solutions to allow
them to maximize the benefits of data. I also focused
on what the future holds and how club operators
can maximize both data and human connection to
advance their businesses.
Foremost, it should be noted that COVID was
a major factor in the adoption of technology by
club operators in our industry. Prior to COVID, I
would score our industry’s embrace of technology
as a three to five out of 10. Today, I would put our
industry in the five to seven range. Why the change?
First, the technology appreciation and adoption
cycle were driven by necessity as the industry
realized that fitness will be experienced inside and
outside of the walls of a club. With the pandemic
eliminating much of the in-club presence, club
operators needed to find ways to engage with clients
wherever they might be. Technology and data were
crucial tools to forge this connection.
Additionally, retaining and attracting members
will always require continuous engagement and
outreach. This is just a marketing and sales reality
within the industry. This can be done with a personal
touch, but to scale this engagement and outreach
to maximum success requires technology to make it
efficient and cost effective.
Despite the experience during COVID, some
club operators are slow to embrace data-driven
technology. Humans are creatures of habit, and
change is difficult. Another factor delaying the
shift is that the industry as a whole and the vendor
community in particular could do more to educate
and share the value of technology and software
in terms of return on investment (ROI), total cost
of ownership (TCO) and benefits to the operators’
customers.
You do not have to be a technology expert to
have technology work for you and your business.
Embrace the opportunity and ask your solution
provider to map it for you. Focus on the “what,” not
the “how.” For example, what are some key, highvalue questions that you are looking to get answers
to? Prioritize looking for those answers accordingly
and begin using technology and data as part of your
solutions.
What does the future hold and how should
operators be prepared to adapt to it?
Over the next few years, we will see the emergence
of predictive capabilities to drive improved member
engagement and retention. Although it will be
technological and data-driven, it will require closer
collaboration between staff and members on a more
systematic and frequent basis, thus making the
human connection still essential.
There will always be a place in our industry
for the personal touch. After all, we are in the
people business. Data via technology will enhance
those human connections with insights that
improve engagement between staff and members,
yielding better member retention and subsequent
business results.
BIO
Khal Rai, COO at ABC Fitness Solutions, applies
expertise from his career in healthcare and
technology to develop insightful strategies and
solutions to position ABC Fitness Solutions and its
clients for future success. Prior to starting at ABC,
Rai served as the president and CEO of SRS Health,
a software and services company in the healthcare
industry. He has more than 25 years of global
leadership experience serving in technology and
software companies.
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JULY 2022
TECHNOLOGY
THAT MOVES
YOUR BUSINESS
FORWARD
Our integrated suite gives gym owners and
operators complete control of their business
and improved member lifetime value by
simplifying the business of fitness.
Learn more at: abcfitness.com
11
JULY 2022
SPONSOR: EGYM
LEVERAGING TECHNOLOGY FOR A TRULY
INTEGRATED CLUB EXPERIENCE
Technology has long been integrated on the backend of clubs, but now is the time
to truly integrate it on the customer-facing side.
BY SEAN IRONSIDE, SENIOR DIRECTOR OF GLOBAL MARKETING AND BRAND, EGYM
C
onnected, digital, smart. Many terms found
their way into the jungle of fitness technology
buzzwords in the past few years. The fitness
industry is under pressure to evolve, adapt and
respond to the demands of members looking for
the same technology-driven experiences they find
outside the gym. But how is the industry doing,
and what influence is technology really having?
Over the past few decades, technology has
become a staple in the backend of most clubs
in the form of member management systems,
booking tools, websites and marketing technology.
However, on the front end — the exerciserfacing side — technology has often been limited
to augmenting the traditional workout experience
through trackers, wearables or digital apps
that collect, aggregate and expose data to the
customer. The most significant barrier preventing
clubs from making quicker progress on the
exerciser-facing front is the challenge of evolving
from connected to integrated.
What’s the difference? Let’s quickly check the
dictionary. Connected means to join one thing
with another, whereas integration means merging
two things to form something new — in this case,
workouts and technology.
A cardio machine and wearable in a connected
club may be linked together, but the human
element, the exerciser, handles the integration.
The exercisers need to derive insights from
the data they are generating, contemplate its
relevance, and use it to decide how to integrate
it into optimizing their workouts. In this scenario,
the club is putting the burden of integration on the
customer.
In an integrated club, data becomes invisible
and is exposed only to exercisers in the form of
features and functionalities that enhance the
workout experience and the workout community.
In the workout experience, technology integration
should aim to increase personalization, help
members reach their goals efficiently, and make
workouts more interactive and fun. On the
community side, integration should bring together
interest-based communities and enable them
to share content such as workout performance
or achievements to drive engagement, social
accountability and motivation.
Operators are probably asking: How can I
get there? Let’s be honest: it’s a journey. An
excellent place to start is your vision. Who do you
want to be for your customers, and how do you
differentiate yourself from other providers?
First, devise a strategy. What investments do you
need to make, which providers will you purchase
from, what does your space look like, who is
your customer, and how will you use technology
in a purposeful and integrated way? Answering
these questions will lead you to form a concept.
Your concept is how you will solve the problems
outlined in your strategy. It’s your offering, your
product, your service. It’s the experience your
customers will have when they visit your facility
and the value you provide them.
Then — and only then — can you begin to answer
how you will use technology to achieve your goal
in a purposeful and integrated way.
After reading the above, you might recognize
that it is not technology changing the industry;
it’s innovative operators finding ways to leverage
technology to improve their core product “working
out” for their customers.
How should operators adapt? Operators should
revisit the motivations that got them to open
a club in the first place, reconnect with their
members and trainers, and listen carefully to
understand how to leverage technology to build
an integrated workout experience that is not just
connecting machines and software but driving real
value for the customer and their experience.
BIO
Sean Ironside is the senior director of global
marketing and brand for EGYM, a global fitness
technology leader that provides fitness and health
facilities with intelligent workout solutions built
on connected gym equipment and software. Learn
more about EGYM at egym.com/us or get in touch
with Ironside at sean.ironside@egym.com.
12
JULY 2022
For Beginners. For Experts.
For Real People.
Exercisers want personalized workouts that are effective and fun.
Our answer? The EGYM Experience. Learn more by scanning the
QR code.
13
JULY 2022
SPONSOR: CLUB AUTOMATION
TRENDS IMPACTING THE FITNESS
INDUSTRY IN 2022
Three trends that are impacting much of the industry are staffing shortages due to
the Great Resignation, virtual fitness and a big focus on mental health.
BY CLUB AUTOMATION
W
hat a whirlwind 2022 has been so far. From
reopening clubs and dropping mask mandates to
one of the busiest years the fitness industry has ever
seen … health and wellness has become an even bigger
focus for individuals everywhere.
The industry is still recovering toward 2019 numbers,
but because of the hard work of our customers across
the country, we’ve seen consistent growth for the
fitness industry. And we’re excited for what’s to come.
Here are some highlights:
• 11 percent more active memberships in 2022
compared to 2021
• 9 percent increase in new member joins since 2021
• 20 percent increase in revenue since 2021
• 24 percent more in member check-ins in 2022
compared to 2021
Fitness Industry Trends
With so much change going on in the fitness industry,
it’s important to consider what’s going on in the world
that is contributing to some key trends in the health
and wellness space.
Three trends that are impacting much of the industry
are staffing shortages due to the Great Resignation,
virtual fitness and a big focus on mental health.
The Great Resignation
• Nearly 4.3 million people quit their jobs in January
2022
• 44 percent of employees are job-seeking, according
to Willis Towers Watson’s 2022 Global Benefits
Attitudes Survey
• More than half of workers said higher pay was a top
reason they would look for a new job
You have likely heard of the phrase the Great
Resignation or what is now being coined the Great
Reshuffle. As the economy came back from the
pandemic and businesses reopened, the U.S. labor
market has gone into turmoil.
Much of the fitness industry is battling a tough year,
with many companies losing a lot of their staff. Having
software that streamlines processes can help you when
you have less staff in place, while maintaining a great
experience for your members.
Virtual Fitness
• 75 percent of those who use virtual fitness also
attend in-person classes (RunRepeat)
• Since the pandemic, 75 percent of active adults
have used livestreamed workouts and 70 percent used
on-demand videos to support their exercise regimen
(RunRepeat)
• Only 15 percent said that digital fitness platforms
have eliminated the need for gyms (Mintel)
• 29 percent said they like the community aspect of
being a member at a health club (Mintel)
• During the last two and a half years, digital platforms
and virtual fitness boomed. Virtual fitness was gaining
some traction prior to the pandemic, but it really took
off when gyms had to close their doors.
Over the past year, we’ve seen a steady decline
in virtual fitness and a bigger emphasis on a hybrid
approach, with many coming back to their gyms for
the community aspect and in-person classes. You may
even consider increasing programming in your gym to
motivate members to come back in person and fully
reconnect with your gym.
Mental Health
• 20 percent of American adults are experiencing a
mental illness
• The COVID-19 pandemic triggered an additional 25
percent of anxiety and depression cases worldwide
(WHO)
• 78 percent of exercisers say that mental/emotional
well-being was their number one reason for exercising
Anxiety and depression are at an all-time high in
much of the world. Many individuals are looking toward
exercise to make a positive impact on their mental
health.
BIO
With help from Club Automation for prospecting
texts and emails as well as digital marketing and
website assistance, you can share your organization’s
community with the estimated 14 million people looking
for a fitness facility to call home. As the fitness industry
continues to recover from pandemic shutdowns, Club
Automation will help you come back even stronger as
we continue providing a seamless experience for your
staff, your members and in managing your facility.
14
JULY 2022
RISE
TO
THE
TOP
To be the best you have to expect the best.
Founded by club owners, our solutions were designed with the unique
perspective of knowing exactly what a club needs to thrive. Our club
management software provides the tools you need to engage your
members, streamline processes, and power your club to outrival the best.
Learn More at clubcautomation.com
15
JULY 2022
SPONSOR: FITNESS ON DEMAND
4 STRATEGIES TO MAKE DIGITAL FITNESS
COMPLEMENTARY, NOT COMPETITIVE
Many of the technologies, apps and digital offerings that brought fitness to people
in 2020 are finding an integrated home inside clubs.
BY ANDREW EVENSON, SENIOR DIRECTOR OPERATIONS AND BRAND STRATEGY AT FITNESSONDEMAND
I
t wasn’t long ago that clubs were shuttered and
members were forced to exercise at home. Thankfully,
check-in desks are buzzing again, classes are packed,
and club managers are focusing on keeping members
engaged. One way to retain members is by providing an
exceptional experience for how members want to work
out today: in cutting-edge facilities with tech-forward
environments and ultra-convenient services.
Fortunately, many of the technologies, apps and
digital offerings that brought fitness to people in 2020
are finding an integrated home inside clubs alongside
more traditional fitness offerings.
Here are four strategies to make digital fitness truly
complementary versus competitive with what your club
already does.
Companion apps can be a win-win, helping members
get more out of their club and their workouts, and
helping club operators make smart, thoughtful use of
equipment throughout the club.
1. Embrace the immersive fitness model. In 2022,
estimates suggest more than 83 million Americans
use a fitness app each month. That’s up from 68.7
million in 2020 and predicted to climb further. In the
consumer’s mind, there is no exclusively in-club or
at-home workout dynamic. Members use club apps
to book classes, browse nutrition and workout tips on
club websites, engage with class members on social
media, and stream favorite instructors outside the club.
Between technology advances and a shift in member
behavior, it’s all just one immersive fitness experience.
Smart club operators are now supercharging
this 360-degree experience, including expanding
livestreamed classes to members at home, promoting
instructors and class experiences to broader member
audiences, and integrating on-demand content into
class programs where instructors recommend recovery
or exercises to help with technique.
4. Make the whole club digital friendly. The average
size of a fitness club today is a little more than 42,000
square feet, with the typical studio around 400 square
feet. Some of your open exercise floorspace could be
better used. Consider creating multifunctional spaces
based on flow and how members use open areas. Note
spaces where members have enough room to lift free
weights, stretch and do mat exercises as well as use
one of the newer, more mobile digital fitness stations.
Hanging an easy-install system panel in an open area
is one way to motivate members to try on-demand
content and build that into their routines. Larger
spaces can accommodate small group fitness or create
access to short-form workouts that members can
use to augment bodyweight fitness, stretch, use free
weights and more.
2. Offer companion apps for equipment-based
workouts. Members may be familiar with digital fitness
solutions inside a studio where they access an ondemand cycling class, but the better digital platforms
now offer companion apps to utilize anywhere in the
facility. These synchronize with your overall content
portfolio but enable members to use their own
smartphones or tablets for a solo class with club cardio
equipment, a treadmill marathon training session or an
individual, instructor-led cycling class. Other members
may use a guided session on their phone to stretch
or conduct a private workout in open floor space.
3. Engage members with daily content workouts.
Members can be creatures of habit, but habit can lead
to boredom, loss of motivation and member dropout. Review your digital content portfolio and look
to sequence short-form, stand-alone exercises with
guided instruction to help members follow and perfect
technique while staying engaged. Some on-demand
platforms offer this kind of content on a prepackaged
basis, which can be made available on a loop daily
throughout your club’s digital fitness stations.
BIO
Andrew Evenson is senior director operations and
brand strategy at FitnessOnDemand, a world leader in
curated fitness content. FitnessOnDemand partners
with leading fitness brands, content creators and
specialist instructors to bring the best in HIIT, core
strength, cycling, specialty and other fitness classes
to managers of clubs and fitness facilities across the
world. FitnessOnDemand is available in studio, on any
club display system and via FLEX by FitnessOnDemand,
streaming to member smartphones, tablets and
other devices in club, at home or on the go. For
more information, visit www.fodvirtual.com or email
aevenson@fitnessondemand247.com.
16
JULY 2022
I N T R O D U C I N G . . .
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By FitnessOnDemand®
All-in-one virtual fitness station with over 500 guided
workouts available at your members’ fingertips.
FE ATU RES:
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• 43“ Screen with Multi-Touch Technology
• Minimal Space Required
• 500+ Workouts from Top Industry Brands
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fodvirtual.com
17
JULY 2022
SPONSOR: MYZONE
UNLOCKING COMMUNITY TOOLS THAT
MAKE EXERCISE HABITS STICK
Your hardware and software buying decisions must result in engaging technology
that increases member retention and boosts the bottom line.
BY TERRY WOODS, VICE PRESIDENT OF SALES-AMERICAS, MYZONE
T
he Worldwide Survey of Fitness Trends for 2022
published in ACSM’s Health & Fitness Journal
proves the trending popularity of wearable technology,
as it sits in the top spot following a top 10 appearance
in last year’s survey.
When you’re looking at tech trends to adopt, your
hardware and software decisions must result in engaging
technology that increases member retention and boosts
the bottom line. Here are three secrets to unlocking
community tools that make exercise habits stick.
Simplicity is at the heart of attraction. Many
schemes aim to draw in members or build brand
awareness, but if they’re clumsy or trying to jump on the
back of trends, they won’t last. Simplicity is key, especially
with something as intricate as behavior change, which is
ultimately what we’re trying to achieve.
Heart-rate training can be complicated, but
understanding two essential points will ensure that
anyone can embrace its benefits.
First, reward effort instead of ability alone because
then everyone gets to feel good about exercise no
matter what they’re able to do or how they want to train.
When we work out, we should all be rewarded for the
effort we put in.
Second is accessibility. Heart rate zones tailored to a
gym member’s percentage of max heart rate ensures
everyone is included, as effort is specific to the individual.
Having heart rate monitors that can be worn in multiple
ways — in the gym, outdoors and in water — makes it easy
to inspire positive change, create a fun environment and
reward everyone for their hard work.
Community by the numbers. Social connections
built through a physical activity-focused digital network
increase exercise levels by more than 40 percent
compared with instances where members move in
isolation. Offering the option for social engagement
opens the lid on motivation, and the more involved the
connection, the stronger the effect when it comes to
keeping members moving.
Our data shows that users who receive four or more
comments on their workouts exercise 132 percent
more than average, and users that give four or more
comments on other users’ workouts exercise 140
percent more than average.
What’s more, from a fitness professional perspective,
the right technology infrastructure to support a club and
its community can increase the facility’s net promoter
score by 11 points, leading to more referrals and bigger
benefits for everyone.
Community is about more than gaining followers on
Instagram. The need for integration and alignment with
an individual’s lifestyle is real, which means that having
tools to work not just for, but with, any member is what
makes the difference.
Although retention may be a focus point for business,
becoming an essential part of someone’s lifestyle in and
out of the club is what makes positive behavior change
stick, building brand loyalty with the gym while referrals
and retention become a welcome by-product as a result
of the benefits you provide.
Technology options that talk to each other. The
importance of integration has never been more
apparent. People want every app and equipment option
to talk to each other, and gone are the days of using
four apps on the go at once or using multiple devices
for different needs.
Removing the barrier of use and letting your
technology options talk to each other allows you to better
serve members, align business objectives and ultimately
boost your bottom line.
Give your community the tools that keep them moving
with you, keep them connecting with each other, and
provides a reason, a logic and a purpose for everything
you bring into your space. The right tech for heart-rate
training can be the single most impactful retention tool
you’ll ever need to embrace.
BIO
Terry Woods is an industry veteran with more than
25 years of experience. Specializing in a consultative
approach and combining the ability to problem
solve, Woods has implemented successful solutions
for facilities throughout the world. Myzone creates
wearable tech that increases member engagement
through unique and fun experiences based on
accurate heart-rate technology. Myzone is used
by 1.8 million people and is already represented
in over 9,000 facilities in 84 countries. For more
information, visit myzone.org.
18
JULY 2022
19
JULY 2022
SPONSOR: LES MILLS US
HOW CLUB OPERATORS CAN ADAPT AS
TECHNOLOGY CHANGES THE FITNESS INDUSTRY
Clubs and studios must bridge the gap between live and digital to provide the
omnichannel fitness experience that members now expect.
BY SEAN TURNER, CEO, LES MILLS US
mnichannel fitness (a blend of in-gym and digital club space that they’ll already be familiar with.
home workouts) will continue to gain traction
Standalone digital offerings can help clubs win new
as we emerge from the pandemic. Many people
fans online and build brand affinity. The crucial part
have missed the thrill of a busy class and the extra
is serving up high-quality on-demand fitness content
motivation that comes from working out with others and livestream classes that are motivating, fun
while being led by a rockstar instructor. In parallel,
and results-driven. Much like the marketing of your
digital is here to stay as a key component of the new digital timetable, many classic club management
fitness landscape. For operators to stay relevant,
principles apply to online fitness solutions,
they need to bridge the gap between live and digital
particularly when it comes to onboarding members.
to provide a truly omnichannel fitness experience to
It’s essential to advertise your digital classes with
members who expect it.
the same gusto as your in-club classes, harnessing
Far from being simple stopgaps to tide the industry your social media channels, mailing lists and
over, livestreaming and on-demand content have
member app to keep everyone updated with your
become vital additions to clubs’ long-term digital
latest livestream timetable and on-demand content.
offerings. As consumer acceptance of digital
If you’re launching digital fitness solutions, the way
workouts has rapidly increased, so too have member that you onboard members to best showcase these
expectations of the experience. In a world where
offerings is critical to their long-term success. This
over 375,000 fitness apps are vying for attention,
means clear communication around what’s on offer
consumers expect high-quality content from fitness
and helpful guidance on ways members can make
providers and are increasingly unwilling to settle for
the most of it.
anything less.
Rather than treating digital and live as separate
Using digital to complement in-club offerings
components of your offering, seek out synergies and
through a connected member experience is key. Are
pursue an omnichannel approach. Fusing the best of
you offering digital versions of the workouts that
digital (innovation, accessibility and scalability) with
members love doing in your club? Conversely, are
the motivation of live fitness experiences is the key
you offering better live versions of the workouts
to long-term success. In the same way that rockstar
featured on your digital channels, so that users
instructors and personal trainers deliver the most
are motivated to come to the club for the full
motivational experiences in-club, livestream classes
experience?
and virtual coaching sessions have proved most
A common stumbling block comes when clubs
create digital solutions that are completely disparate powerful online and lit up social media feeds. Keep
from their live in-club offerings. It’s no good enticing pace with these changing consumer preferences to
keep your club ahead of the curve.
members and prospects online with a bunch of off-
O
the-shelf on-demand and livestream classes that
they can’t do in your club.
By bringing an authentic club experience into
homes, operators can reach huge swaths of the
population who wouldn’t typically visit a club. Digital
offers opportunities for clubs to reach beyond
their traditional local catchment. There will always
be strong demand for high-quality digital content
among members and prospects alike, and now,
anyone with a smartphone is a potential prospect for
your club’s digital memberships. By supporting these
people to build their fitness skills and confidence at
home, operators can graduate their new fans into a
BIO
Sean Turner is the CEO of Les Mills US, an
international fitness brand delivering life-changing
fitness experiences for over 50 years. Turner
has been with the company since 2018, when he
relocated from Europe to Chicago to spearhead
Les Mills’ United States expansion initiatives. He’s
been instrumental in driving the company’s growth
strategy to develop and market its latest hybrid
and omnichannel offerings for its club, instructor,
and consumer audiences to better meet shifting
customer demands.
20
JULY 2022
QUICK WINS TO ATTRACT
TOP INSTRUCTORS
GET THE GUIDE
lesmills.com/us/club-guide-to-recruitment
21
JULY 2022
SPONSOR: TWIN OAKS
FITNESS CLUB OPERATORS IMPROVE
CUSTOMER EXPERIENCE THROUGH APPS
Through an app, the customer gains the power to manage their experience all
without tying up valuable club resources and staff.
BY CAROLE OAT, NATIONAL SALES MANAGER, TWIN OAKS SOFTWARE
A
s in just about every corner of the world,
technology has found its place in the fitness
industry. Club owners have a renewed focus on
customer-centric technology.
This has forced some club operators to adapt their
mindset while moving toward a customer experience
technology initiative. Many operators have discovered
the benefits of technological advances that can lower
operating and staffing expenses, help acquire new
patrons and manage member data.
There are two fundamental truths in the fitness club
industry. First, customer experience is everything. It
is essential to deliver what members want, which will
increase brand loyalty. Second, fitness club members are
usually on the go. Sitting sedentary behind a computer
is not their lifestyle.
Mobile apps enable club operators to engage
with members in new and innovative ways. When
the customer has the power to manage their own
experience, they can create the exact situation they
desire — all without tying up valuable club resources
and staff.
Management of Club Membership
Not every new member wants to come into a physical
location to join. Using an app, new customers can
sign up whenever and wherever it’s convenient while
members can renew or upgrade.
Control Over Classes
By utilizing a mobile app appointment platform,
members can easily book classes (and cancel if
needed), schedule training sessions, and check
availability. They can filter appointments by trainer,
location and occupancy and even join a waitlist. If
coming in person is not on their schedule for the day,
some mobile apps link to pre-recorded or livestreamed
classes for easy viewing.
Access to Data and Payments
Transaction history, recent visits, upcoming bills,
membership agreements and more are easily accessible on an app. Members can manage their profiles and
accounts, pay outstanding balances, buy gift cards and
keep track of their fitness schedule and progress without having to speak to a customer service rep.
Membership Rewards and Motivation
One aspect of managing a fitness facility is keeping
members motivated. Many operators have turned
to rewards programs, promo codes and challenges
to boost engagement and improve the customer
experience. Some mobile apps enhance these offerings
by enabling customers to manage their rewards
program through real-time viewing. Gamification
platforms that encourage challenges or reward
members when goals are met are another way mobile
apps sustain regular member visits.
Marketing Communications
Communication matters more than ever, and business
operators are continually looking for new ways
to engage their customers. Through mobile push
notifications, members can receive announcements,
specials and even daily motivation. Reminders can
be sent for classes and notices for upcoming dues
or contracts, keeping the club top of mind. Some
platforms also suggest communication between
members, offering encouragement and building a solid
fitness community.
Adapting to the Adoption of a Mobile App
In the digital and on-demand technology age, it only
makes sense to utilize the latest innovations to better
the customer experience. Fitness club owners and
operators are under a lot of pressure these days,
and mobile apps are one way to lessen the burden of
member retention and acquisition. The fewer barriers
to effective engagement, the better experience for the
member and operator.
BIO
Carole Oat, a former large club operator for 15 years,
is the national sales manager for Twin Oaks Software.
Twin Oaks’ web-based online software product and
mobile app are simple yet sophisticated, delivering
efficient tools to generate and maximize revenue and
save on costs. Features to boost the bottom line include
real-time reporting, online join, a complete Member
Portal, and returns management — all designed by club
owners for club owners. For more information, call
866.278.6750, email us at info@tosd.com, or visit us
online at www.HealthClubSoftware.com.
22
JULY 2022
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23
Twin Oaks Software Development, Inc. is a registered ISO of Wells Fargo Bank, N.A., Concord, CA
JULY 2022
SPONSOR: VIRTUAGYM
GAMIFICATION AND THE FUTURE OF FITNESS
The fitness industry needs to find more exciting, digitally powered solutions to
sustain the commitment of existing users and to appeal to new ones by making
BY HUGO BRAAM, CEO AND CO-FOUNDER, VIRTUAGYM
W
hat if most people were motivated to work out
not because they felt they need to, but because
they found it fun?
Maintaining member motivation has always been
a difficult nut to crack for the fitness industry, and
it arguably has never been harder than it is now.
Consumers have higher expectations and more
options than ever before. They are looking for
instant, tailored experiences and to be able to work
toward their health goals when, where and how they
want.
During the last few years, numerous technological
innovations have come to the fore to assist with
keeping members engaged and loyal, underpinned
by a hybrid synergy of online and offline services.
To take the industry to the next level, we should
focus on finding further exciting, digitally powered
solutions to not just sustain the commitment of
existing users but to appeal to new ones by making
fitness even more accessible.
And that is where gamification can come in as a
core component of a modern club’s offering that can
make fitness attractive to a wider and more diverse
audience.
People are naturally competitive and innately
sociable. We enjoy sharing experiences together.
There is a reason why group activities, from
online gaming to sports teams to running clubs,
trigger participants to keep coming back. And with
technology now enabling us to share these moments
wherever we are, why wouldn’t the fitness industry
want to tap into these shared characteristics?
Through gamification, fitness businesses can
utilize the desire of many to assess performance
and compete with one another in a positive and fun
environment, working together to meet personal or
group fitness goals.
A club or trainer can enable members and clients
to visualize their own and their peers’ efforts via
real-time scoreboard displays to add a competitive
element to workout routines. They can also deliver
location flexibility for customers as they view this
progress together over time, such as during group
lessons or video workouts, be it in the physical club,
outside or at home.
At the core of this is wearable technology, which
is now an integral element of the fitness experience
and an ideal way to enthuse members. Indeed, a new
U.S. survey found that smart watches have helped
88 percent of users achieve a fitness goal and that
45 percent of Americans are regularly wearing them.
Through these devices, users can seamlessly sync
their personal wearables with an integrated club
app to further enhance their experience, measuring
metrics such as heart rate as well as performance.
We are only at the start of what is possible with
gamification due to the development of more and
more cutting-edge technology. Consider virtual
reality and especially augmented reality, which I
believe will have a particularly powerful impact on
the future of fitness. Devices such as the Oculus
Quest II from Meta — designed to be portable,
wireless and affordable — will become increasingly
available.
For club owners, there are a multitude of benefits
to gamification. Strengthening your fitness
communities, enhancing your brand experiences,
diversifying your offers and boosting your member
motivation can all combine to fuel loyalty and
retention and widen appeal, consequently driving
new revenue. The data clubs can gather on
member preferences is also invaluable in building
personalized training programs, messages and
offers.
We have a fantastic chance to embrace the
technological innovations at our fingertips and
further improve how people engage with fitness,
making the world a healthier and happier place.
Gamification can play a crucial role in achieving that
aim, which is an exciting opportunity for our industry
to increase our impact and grow.
BIO
Hugo Braam is the CEO and co-founder of Virtuagym,
the Amsterdam-based market-leading software
provider for fitness businesses. He established the
company with his brother in 2008. The company
started as a consumer-facing app for exercise and
nutrition tracking, but now it provides a complete
digital package for clubs, studios and trainers. Braam
has a track record of championing innovation within
tech. He holds degrees in both civil and intellectual
property law and is a fully qualified lawyer.
24
JULY 2022
25
JULY 2022
SPONSOR: ASF
HOW ANALYTICS AND REPORTING CAN
HELP YOUR FITNESS BUSINESS
Even though many executives are not comfortable accessing
or using data to plan your growth, doing so is essential for your success.
BY ASF
n the fitness industry, the value of data analytics is
Enhance Customer Experience. As you get to know
not always apparent to those who haven’t used it.
customers better through data and make business
But harnessing the power of big data offers invaluable
decisions based on this deeper understanding, the
insights into your business’s performance and
result is an enriched customer experience. You can use
membership trends. Armed with this knowledge, you
data to personalize services and anticipate customer
can optimize your club based on member wants, needs, needs, fostering loyalty and boosting retention.
habits and goals, creating the best possible experience
for them.
How Fitness Analytics Will Help You Grow Your
Gym or Club
Why a Data-Driven Approach Is Best for Your
Now that you understand the value of analytics and
Business
reporting for business growth and success, let’s
Fitness professionals have embraced much of the
explore how to apply that to your fitness business.
technology that is molding the industry, but many clubs Expand your reach to increase member acquisition.
have yet to capitalize on the power of data analytics.
Tracking information, such as who engages with
Surprisingly, this is not specific to our industry. A
your content and how, and who then signs up for
survey conducted by Deloitte Insights reported that
membership, will help identify buyer personas of your
67 percent of business executives (senior managers
ideal customers. Then, you can tweak your messaging
or higher) are not comfortable accessing or using data
and delivery to reach a wider, receptive audience.
from their tools and resources. However, 70 percent
Offer more targeted fitness services. Thanks to
expect data analytics to be more important by 2022.
fitness wearables, your gyms have the capability to
It’s important to consider the benefits of collecting,
track key member fitness metrics when users connect
analyzing and reporting data to understand how it has
to your mobile app. When your staff understands
become an integral component of business growth
where members are in their fitness journey, trainers can
and success.
customize workouts and make personalized suggestions
Understand Customers. Big data analytics pulls
for services to help members reach their goals.
insights from consumer behavior, among other things.
Increase member engagement and retention. Data
In fitness, this includes patterns such as when people
allows you to learn from the habits and behaviors of
book classes, the type of workouts they choose,
your members, giving you the opportunity to support
whether they buy supplements or a smoothie after
class, etc. These insights will help you understand what their goals while being mindful of their preferences.
You can use this information to make membership at
your customers want and need, allowing you to adapt
your club more valuable with personalized content,
and refine your marketing campaigns, sales strategies
discounts and offers. By identifying patterns, you
and club offerings to drive customer acquisition and
can identify areas where your business can grow and
improve retention.
continue to succeed.
Inform Decision Making. Hard data is essential for
Understanding the impact of data analytics and
making the best decisions for your business: what
reporting
on your gym or club is the key to using these
to offer, how to price, where to market. Too many
tools to unlock the full potential of your business.
professionals make decisions based on intuition or
what they think they know — and they pay the price
BIO
laster when that “instinct” proves inaccurate.
ASF provides gym management software, payment
You can analyze business data in many ways —
processing solutions and customer support to fitness
identifying patterns, figuring out why something
businesses, including gyms, health clubs and martial
happened, predicting future outcomes, or
arts studios. For nearly 50 years, ASF has helped gym
determining which strategies yield the best results.
Using one or more of these methods saves time and and fitness club owners embrace digital transformation
to generate more revenue, boost member engagement,
money by helping you plan effective campaigns,
strategies and solutions the first time.
and build stronger communities.
I
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JULY 2022
At ASF, we empower gym owners with flexible
software solutions that elevate the member and
staff experience. Manage your club with a complete
solution, tailored with the features you need, that
gives members the control they deserve and your
team the tools they need to scale your business.
Point
of Sale
Commerce
Mobile App
Analytics
Sales &
Marketing
Member
Experience
www.asfpaymentsolutions.com
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JULY 2022
SPONSOR: FREEMOTION
USING TECHNOLOGY TO
HARNESS OPPORTUNITIES
If a fitness business wants to thrive, it’s clear that it needs to take a holistic
approach and place digital services at the heart of operations.
BY FREEMOTION
C
OVID-19 has radically changed the fitness
and wellness industries. Lockdowns and the
emergence of at-home and digital workouts, coupled
with a heightened appreciation for fitness, have
changed the way workouts are consumed. There’s no
going back; exercise habits have changed.
Facility members now demand a mix of the
traditional gym or fitness experience with health,
nutrition and mental wellness — and they want to
record and track their progress. Technology, data,
engagement and interactivity reign supreme.
As the industry shifts from a purely facility-based
proposition to a hybrid business model, it’s clear that
if a fitness business wants to thrive, it needs to take
a holistic approach and place digital services at the
heart of operations. To be successful, facilities need
an ecosystem of fitness offerings to meet the diverse
needs and expectations of members. The future is
connected.
Forward-thinking facilities are moving toward an
omnichannel approach and augmenting traditional
gym offerings with multiple touchpoints away from
the facility. Rather than viewing digital fitness
offerings as a threat, pioneering facility operators
are embracing technology and innovation, creating
immersive and engaging fitness experiences that
extend beyond club walls.
A genuine omnichannel approach empowers
operators to reach members at every interaction
— in the facility, at home or on the go. Instead
of seeing the gym as their primary source of
exercise, consumers now view it as one of multiple
environments. If a consumer doesn’t see the
gym as an indispensable part of the omnichannel
experience, they will create one for themselves
without the gym.
An example of a true omnichannel solution in
operation can be seen at Optimum Performance
Sports (OPS), which operates three locations in
Indiana. OPS strives to make its local communities
healthier and more active with the vision that
“anyone can be an athlete.” It combines premium
facilities with a team approach to individualized care
and a range of research-based programs.
OPS understands the importance of engaging with
members and customers wherever they are — not
just during visits to their facilities. To achieve this,
OPS has embraced a true omnichannel solution
using cardio equipment combined with interactive
and immersive coach-led workouts accessed on
mobile devices, at home or on TV. This approach has
helped OPS develop a powerful physical and digital
presence.
Each OPS member receives an iFIT membership,
allowing them to enjoy personalized digital
content inside and outside of the facility. With
this omnichannel approach, OPS has increased
engagement, retention and the lifetime value of its
membership.
The omnichannel approach helps people achieve
their goals and allows OPS to have multiple
touchpoints through which it can follow and support
its members’ fitness journey, according to Dr. Jason
Russell, founder and executive director of OPS.
“We can give them a comprehensive set of tools to
get results,” he said.
The digital, on-demand and out-of-the-gym
experiences that they are able to offer complement
what members have at their disposal in the gym.
“Many people lose interest in fitness within weeks
if they don’t see results,” Russell said. ”Using our
facility, I can take a member and do some testing on
them — from respiratory quotient to heart rates —
and put together a plan of what they need to do to
get results.”
The member can go into an OPS facility and
train or train at home or on the go using the
platform provided. Wherever they are, the platform
integration allows OPS to arm members with the
knowledge of what they need to do to get those
results.
BIO
Freemotion offers interactive, personalized
connected fitness equipment and technology,
introducing the world to cable-based strength
training, the Incline Trainer and the first roadsimulating indoor bike. Freemotion is leading the
way in interactive, personalized connected fitness
with the 22 SERIES cardio line powered by iFIT, while
reinventing small group training for with FUSION
Team Training. Learn more at FreemotionFitness.
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JULY 2022
Connecting your Physical, Emotional,
and Mental Health, available on
Freemotion 22 SERIES cardio
FOR MORE INFO CONTACT US
+1 (877) 363-8449 || sales@FreemotionFitness.com || FreemotionFitness.com
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JULY 2022
SPONSOR: GYM REVENUE
THE BEST FITNESS TECHNOLOGY APPROACHES
EVOLVE TO ENHANCE MEMBERS’ LIVES
Few back-end seamless solutions exist in the fitness industry, but emerging solutions are available
that recognize that simple and centralized services are cheaper and easier to maintain.
BY ALEC SALZMAN, CEO AND OWNER, GYMREVENUE
T
echnological solutions have been revolutionizing
our society for decades, and the best applications
are those that enhance our lives rather than get
in our way. Although fitness equipment and club
floor plans have evolved tremendously over the last
century, in terms of technology, our industry has
only recently moved beyond patchwork solutions for
customer management.
As we evolve, our needs change. The demands get
more complicated and the challenges become more
complex. The fitness industry has been building on
to the original tech stack for years. What started as a
need for point-of-sale transactions and subscription
billing has become a crucial need for customer
management, scheduling, sales, prospecting,
reporting, intelligence, learning, inventory
management, human resources and more. Rather
than building a solution piecemeal, companies
often find solutions through software that has
been effective in other industries and try to make
it work in the fitness space. This takes time, money,
technology resources and understanding of the
source systems, which usually requires integration,
consultants and an implementation partner.
Although there aren’t many truly seamless
solutions in the fitness industry, emerging solutions
are available that recognize that simple and
centralized services are cheaper and easier to
maintain. When does big, expensive technology
become too much, and how do we balance
expectations for an industry with emerging
technology that has roots based in sweat and
lactic acid?
Consider these data points:
• 1.8 hours per day or roughly 9.3 hours per week
are spent searching for and gathering information
pertaining to the specific job role someone was hired
for.
• 19.8 percent (more than one working day per
week) is collectively spent dealing with technology,
reporting and lack of information issues within
organizations
• 60 percent of senior or executive-level employees
feel prohibited from reaching their full potential
due to time constraints and lack of easily accessible
information
Technology is a scalable resource, but the startup
costs can be daunting. Companies generating less
than $50 million in revenues typically spend 6.9
percent of revenue on IT, while mid-sized companies
generating between $50 million and $2 billion spend
4.1 percent on IT, and large companies generating
revenues over $2 billion spend 3.2 percent of
revenue or less on IT. This may indicate that good
supportive technology is an investment, but it
also may suggest that the costs prohibit some
companies from ever taking the leap. Furthermore,
companies that invest the most in technology are
not always the best performers. Regardless of spend,
it is important to invest in technology to improve
customer acquisition and retention as well as staff
productivity. Effective spending on technology will
always outweigh the total spend.
BIO
Alec Salzman is CEO and owner of GymRevenue.
GymRevenue consolidates and streamlines the
entire club management operation. This singlesource platform seamlessly integrates the daily tasks
and data that gym owners and operators need to
accurately assess operations and performance. With
one login, GymRevenue gives you the ability to switch
between data visualization, billing and payment
processing, personal training, CRM, CMS, marketing,
business intelligence and reporting, and employee
tracking among other components to gain critical
insight into your organization. Visit our website and
schedule a time to speak directly with GymRevenue’s
implementation team at gymrevenue.com.
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JULY 2022
GymRevenue is the new
smart technology application.
Allowing owners, operators, and service providers
to spend more time working on the business rather
than in the business. An all in one solution that
ensures data integrity within.
GymRevenue and not cross-platform business
operations leaning on integration, logic,
and timing.
GymRevenue is a tool built for scale and
efficiency and our focus is on simple yet robust
solutions to maximize your ability to grow your
business without technology, data, or disparate
systems getting in the way.
From the first click to the last click,
GymRevenue.
We are a one stop shop built by owners and
operators for owners and operators. We have
lived through the pain and unlike DOMS, it doesn’t
go away.
SEE FOR YOURSELF
Endless
capabilities
within one
platform.
gymrevenue.com
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JULY 2022