This Is How Gyms Should Be Taking Advantage Of Technology
I cover design, tech, unconventional lifestyle and entrepreneurship.
Original Article Published on Forbes.com
May 16, 2016
As I shared in my very first piece, the decision-making diet, a big part of my daily routine is exercise. I’m constantly looking for better ways to improve my body and wellbeing. Technology is a huge motivator, I use my iPhone to check my program, log my workouts and check my heart rate. But it requires some effort to monitor everything manually.
Today I’m talking to Emmett Williams, president and co-founder of global wearable technology brand MYZONE – the fitness tracker that rewards effort.
Can you tell me more about yourself and what you do?
I moved from Australia to the US in 2011 to manage MYZONE through the developmental phase of its commercial existence. After 2 years of beta with the product, and 2 years of establishing the right value proposition through a significant amount of market interface, I led the company through its ‘go to market’ phase in 2013/14, seeing the system installed in over 2,000 health clubs in 17 different countries. The platform is currently attracting tens of thousands of new users every month, changing behavior one exercise at a time.
I’m now focused on leading the global team at MYZONE through the growth phase of the lifecycle, one supported by a recently remodeled digital platform, a USP that provides true value to both the channel partners and the end user.
How should gyms be taking advantage of technology?
Adopting technology is important for gyms looking to keep customers coming back and increase lifetime value. Gym-goers look for more than just a space to exercise—they look for motivation. Technology is a great motivator, whether it’s motivation to change effort levels or motivation to meet a goal.
The gym industry and their use of technology have generally been basic, used only to keep track of member’s personal information and how often each person checks into the gym. As wearable technology integrates with the physical aspects of the gym, gym owners have an opportunity to understand their members in a much more complex way based on the incredible amount of data generated by the wearables. For instance, a gym might be able to pinpoint products that appeal to a specific group of members based on their behaviors. Once they know what a member is looking for from the gym, they can send personalized messages to individuals, at the right time at the right price. In the same vein, based on member’s activity, gyms can intervene with things like a free personal training session or a consultation before a member quits or decides not to renew their membership.