INDUSTRY INSIGHTS Chris Moisan
CEO, AiT (Active in Time)
T
he impact of personal technology continues to gather momentum as devices become increasingly smart and ubiquitous: having
introduced their health initiatives in 2014, the titans of the digital economy will start to exercise their marketing muscles and
really begin changing consumer behaviour. But if health club operators embrace personal tracking, adopt ‘open’ attitudes to health data and think beyond the gym, then the future is healthy. Mobile devices are so sophisticated,
and personal tracking apps so popular, that it’s impossible for ‘corporate tech’ to compete – so don’t! BYOD (Bring Your Own Device) is changing corporate IT provision. If club operators provide simple ways to connect consumers’ devices to specialist gym equipment in a seamless user experience, you strengthen the consumer relationship. The race is on for the health
data platform, with initiatives like HealthKit and Google Fit. Including mighty platforms like Strava and MapMyFitness, we effectively have a fi tness data arms race. Operators have the opportunity to play a specialist role: to be a platform-neutral and trusted advisor, helping their customers choose between and connect to these platforms rather than competing with them. Virtual reality isn’t yet close to
replacing the experience and benefi ts of a PT session or attending a class, but consumers’ health extends far beyond the gym, so let’s help consumers lead healthier lives outside the one-hour gym workout. New technology is the key here: embracing it will not only help operators retain more clients, but also open up new commercial opportunities.
Embracing new technology will help clubs retain clients and open new opportunities
84 Health Club Handbook 2015
www.healthclubhandbook.com
PHOTO:
WWW.SHUTTERSTOCK.COM/ MARIDAV
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