4 Ways Tech is Changing the Fitness Industry
There’s no denying that the fitness industry has been transformed by technology—even more so throughout the last year where consumers have had to become more reliant on digital tech to help them achieve their fitness goals. Brands like Peloton have become a household name, with more and more people investing in home workout machines to create a new, immersive experience in fitness from home.
But, as the world gradually begins to reopen, how is technology changing the experience in fitness centers?
Automation has allowed gyms to operate 24/7 without the need to invest in more staff. While the concept of the 24-hour gym isn’t new, it’s now easily done thanks to advancements in tech; all you have to do is scan in. New biometric scanners also allow fitness centers to cut back on the cost of replacing legacy access methods like membership cards. This also helps loss prevention as those without memberships won’t be able to enter the premises.
Millennials and Gen Z customers expect the improved level of service that automation can offer, such as one-minute signups and presentation of class schedules. This can then be integrated through a centralized system that presents up-to-the-minute availability and even allows fitness centers to target them for relevent marketing offers.
Digital signage and screens
Signage throughout fitness centers can provide seamless delivery of information at a glance, whether that be promos, events, social media updates, or anything else.
Self-service kiosks allow personal trainers to be on the floor instead of at the front desk. Then they can concentrate on working with their clients to ensure the best results and generate more revenue. They also integrate well with an automated system for sign-ups, class availability, and educational material for the fitness center.
Online coaching and VR
Going beyond 24-hour opening times, online coaching and VR is becoming more commonplace in fitness centers. Pre-recorded classes allow customers to work out in their own time and usually for less money than what you’d pay for live classes. In some fitness spaces, like the Equinox Body Lab in the AMEX Centurion lounge at JFK, all you need to do is connect your AirPods via Bluetooth, and you can stream workouts on the screens. This allows people to fit in their daily workout even if they have a busy schedule with travel plans.
Using analytics for customer retention
Thanks to automation, digital signage solutions, and online coaching and live stream classes, gyms have the ability to collect huge amounts of data about their members. Things like their daily fitness routines and habits can easily be tracked and monitored and used to not only help people achieve their fitness goals, but to ensure customer retention and a reduction in cancellations.
If visits to the facility appear to be dropping off, automated special offers could be sent out to them to encourage them to come back, like complimentary PT sessions or appointments with nutritionists. This can be done either via email marketing funnels or through digital kiosks when they sign in.
As fitness centers continue to embrace the new technology available to them, a fully immersive experience is easily achieveable and ensures a much better member experience. By choosing technology solutions that can seamlessly integrate with members’ busy daily routines, overall member retention numbers should be high and members’ fitness goals will be easily achieved and maintained more consistently.