Harnessing technology to enhance the in-person experience within the fitness space

May 1, 2023

Karen Sweaney

Dipra Ray, Chief Executive Bodymapp moderated a panel discussion at the recent Ausfitness Industry held at ICC Sydney on 29^th April exploring the concept of a new hybrid model for fitness businesses that combines the benefits of in-person training with digital technology.

Members of the panel included Jaime Beveridge Centre Manager of Mingara One Fitness; Troy Morgan, Director Willows Health and Lifestyle Centre in Toowoomba; and Mel Theore, Personal Trainer and Wellness Coach at Mel Fury Fit.

With more people returning to in-person training, it’s crucial for fitness businesses to stay ahead of the curve and meet the changing needs of their members/clients.

By incorporating digital technology, fitness businesses can offer a range of innovative features such as virtual training, progress tracking, and activity monitoring, all of which can boost client engagement and satisfaction. The panellists delved into the challenges and opportunities of implementing this hybrid model, as well as best practices for leveraging technology to elevate the in-person fitness experience.

Troy Morgan noted that the fitness industry can learn from outside the industry as the adoption of technology is a fast moving space with Jaime Beveridge agreeing and acknowledging that he needed to act fast to learn how to integrate technology into his Mingara facility for the benefit of its 5000 members.

Beveridge shared that there was a “need to step up our CRM System and we are working hard to learn how to bring technology into the fitness space so that it adds value to the members’ experience.”

Beveridge is looking for a system that is simple for staff and members to use as the facility has an array of offerings from swim school, creche, track, and gym.

Morgan highlighted the benefits of Keepme - a powerful sales and membership CRM powered by AI - to improving the member experience at Willows. From adding a year to average length of membership, to an 8% improvement in sales conversion rates in just three weeks, this community focused fitness centre in Queensland is living proof of the impact Keepme can have on the member experience – and a gym’s bottom line.

Morgan brought Keepme on board at Willows to create a connected, paperless ecosystem that would allow personalisation of the member experience at scale.

Willows’ members were enjoying seamless, personalised experiences in other areas of their lives: Netflix, AirBnB and so on and as Morgan points out “It didn’t matter to them that we were a small business: this was their expectation of us now, too.”

Morgan highlighted that the fitness industry collects huge amounts of data on their members adding that the members need to know how this data collection is benefitting them. “Average is dead. What are we giving back in value from the data we are collecting?

Morgan also mentioned that fitness facilities need to know where and how they are storing data. And how clean their data is.

Listening to Morgan advocate the benefits of Keepme to his facility, Beveridge acknowledged that Keepme might be the product which the Mingara centre needs to move forward with technology.

Keepme sits in the middle of Willows’ operations allowing all their systems to talk to each other – CRM, direct debits, accounting, advertising company, website, apps, and many more – and provides one central hub where the entirety of each member’s story is held.

Willows has also been using Keepme to refine their product. By incorporating data from scanners around the club, which track the activities members are doing, the Willows’ team knows exactly which activities are popular among their high value members. It’s allowing them to better direct their investment to maximise engagement and ROI, reallocating space in the club to deliver more of what they want.

Mel Theore outlined the merits of using the Trainerise app and is supportive of clients in the integration of data from their wearables. Theore noted that Trainerise improved the client’s compliance rate to their program and motivated them through gamification. Clients can see progress and so the technology when used correctly removes the guess work from the training progress. It keeps clients accountable and also helps with client retention.

Panellists discussed whether ChatGPT posed a threat to the Personal Trainer.

ChatGPT is trained on data which helps users to get personalised body plans. By giving some of your information, ChatGPT can access your weight goal and can design a whole diet and training plan for you.

But ChatGPT’s ability to account for all training variables is limited and should be used with caution.

Theore doesn’t see it as a threat as it is not able to give clients technique correction or express emotional intelligence. The in-person experience is very different and Theore is convinced that personal trainers will not be replaced stating that “without emotional intelligence, the human element of a personal trainer is irreplacable.”

On using technology, Theore added “be very clear as to why you are using the technology. What value is it adding to the client’s progress. How is tech helping you to be more organised and to help you package your service?”

Morgan believes that the winners will be those who are creative with ChatGPT and find creative solutions that connect empathy with technology.

The merits of virtual reality in the fitness space was also considered by the panellists.

38% of their group fitness is virtual at Willows which has introduced a whole other dynamic/ demographic into the group fitness class experience.

The impact of introducing LES MILLS® Virtual into the main group fitness studio was almost immediately positive for Willows Health and Lifestyle Centre.

“In just three months since launching, Willows has seen a consistently steady growth in its member base, resulting in an 8% increase,” explains Morgan.

Morgan attributes this success to a combination of offering LES MILLS Virtual; improvements in the use of their Keepme data; and the inclusion of Virtual messaging within their marketing. “Our goal was 3% growth, so this has definitely been an over-achievement,” Morgan adds.

“It’s very clear from the data, that LES MILLS Virtual is continuously growing our group fitness penetration. It’s attracting people who have not tried group fitness before, as well as those who would have otherwise never tried group fitness. People are definitely creating new habits and finding enjoyment in LES MILLS Virtual.”

Click here to contact Keepme via their entry in the Australasian Leisure Management Supplier Directory

Click here to contact Les Mills Asia-Pacific via their entry in the Australasian Leisure Management Supplier Directory to learn more about how Les Mills Virtual can help gyms maximise member attendance and retention, and prevent class cancellations.

Image top: Les Mills Virtual Reality Spin Class at Willows Health and Lifestyle Centre. Credit: Willows Health and Lifestyle Centre; Images centre: Keepme and Trainerize App; Image above: ChatGPT