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features

Editor's letter: Two-way coaching

Content providers have been hugely active in the fit tech market since the start of the pandemic. We expect the industry to move on from delivering these services on a ‘broadcast-only’ basis as two-way coaching becomes the new USP

Published in Fit Tech 2021 issue 2

Does the acquisition of VAY by Nautilus confirm we’re at the dawn of a new era in fit tech? We think it does.

VAY is a specialist in AI and motion capture and its proprietary technology enables computers to understand human movement using cameras, such as those built into smartphones.

VAY then provides personalised, AI-driven feedback on reps and form, in real-time, to coach the user and improve their exercise outcomes.

Nautilus plans to integrate VAY into its JRNY platform to offer coaching and form tracking and expects the upgrade to enable it to scale JRNY to the point where it represents 20 per cent of revenues by 2026.

Before the acquisition, VAY was system agnostic, but it’s not yet clear whether Nautilus will share VAY or keep it solely for its own use.

Up to this point, the majority of digital fitness offerings from both B2B and direct-to-consumer providers have deployed a one-way model – either live or on-demand – where participants ‘consume’ content but have little or no engagement with the provider.

Even where some level of interaction has been possible, this has primarily been set up for general engagement and has not typically delivered technical coaching to the user.

We’re now expecting other content providers to graduate from a broadcast-only model to a two-way coaching model as rapidly as they can.

The fit tech sector is growing fast, with investments announced seemingly every week, making it a highly competitive market.

As a result, it’s ever more challenging for companies to gain a clear competitive advantage – and build a strong investor story – in this space.

The advent of increasingly sophisticated AI is bringing technical coaching within the reach of more fit tech content suppliers and as a result, we expect two-way services to emerge as a new and powerful USP for the early adopters, as the drive to stay ahead continues.

There will be a race to acquire businesses such as VAY that can deliver ready-made solutions, heralding a new period of disruption in the fast-emerging fit tech sector.

More: www.fittechglobal.com/VAY

Liz Terry, editor, Fit Tech
[email protected]
@elizterry
Sign up here to get Fit Tech's weekly ezine and every issue of Fit Tech magazine free on digital.
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Content providers have been hugely active in the fit tech market since the start of the pandemic. We expect the industry to move on from delivering these services on a ‘broadcast-only’ basis as two-way coaching becomes the new USP
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Fitronics will host its first-ever customer experience-focussed Summit, ConnectCX, on 3 October in Solihull, UK, in partnership with Proinsight.
CoverMe Fitness is an on-demand group exercise cover app that connects qualified and insured instructors ...
Panatta is a historic fitness brand offering one of the widest ranges of products on ...
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Cryotherapy
Digital
trade associations
Flooring
Independent service & maintenance

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features

Editor's letter: Two-way coaching

Content providers have been hugely active in the fit tech market since the start of the pandemic. We expect the industry to move on from delivering these services on a ‘broadcast-only’ basis as two-way coaching becomes the new USP

Published in Fit Tech 2021 issue 2

Does the acquisition of VAY by Nautilus confirm we’re at the dawn of a new era in fit tech? We think it does.

VAY is a specialist in AI and motion capture and its proprietary technology enables computers to understand human movement using cameras, such as those built into smartphones.

VAY then provides personalised, AI-driven feedback on reps and form, in real-time, to coach the user and improve their exercise outcomes.

Nautilus plans to integrate VAY into its JRNY platform to offer coaching and form tracking and expects the upgrade to enable it to scale JRNY to the point where it represents 20 per cent of revenues by 2026.

Before the acquisition, VAY was system agnostic, but it’s not yet clear whether Nautilus will share VAY or keep it solely for its own use.

Up to this point, the majority of digital fitness offerings from both B2B and direct-to-consumer providers have deployed a one-way model – either live or on-demand – where participants ‘consume’ content but have little or no engagement with the provider.

Even where some level of interaction has been possible, this has primarily been set up for general engagement and has not typically delivered technical coaching to the user.

We’re now expecting other content providers to graduate from a broadcast-only model to a two-way coaching model as rapidly as they can.

The fit tech sector is growing fast, with investments announced seemingly every week, making it a highly competitive market.

As a result, it’s ever more challenging for companies to gain a clear competitive advantage – and build a strong investor story – in this space.

The advent of increasingly sophisticated AI is bringing technical coaching within the reach of more fit tech content suppliers and as a result, we expect two-way services to emerge as a new and powerful USP for the early adopters, as the drive to stay ahead continues.

There will be a race to acquire businesses such as VAY that can deliver ready-made solutions, heralding a new period of disruption in the fast-emerging fit tech sector.

More: www.fittechglobal.com/VAY

Liz Terry, editor, Fit Tech
[email protected]
@elizterry
Sign up here to get Fit Tech's weekly ezine and every issue of Fit Tech magazine free on digital.
More features
Editor's letter

Into the fitaverse

Fitness is already among the top three markets in the metaverse, with new technology and partnerships driving real growth and consumer engagement that looks likely to spill over into health clubs, gyms and studios
Fit Tech people

Ali Jawad

Paralympic powerlifter and founder, Accessercise
Users can easily identify which facilities in the UK are accessible to the disabled community
Fit Tech people

Hannes Sjöblad

MD, DSruptive
We want to give our users an implantable tool that allows them to collect their health data at any time and in any setting
Fit Tech people

Jamie Buck

Co-founder, Active in Time
We created a solution called AiT Voice, which turns digital data into a spoken audio timetable that connects to phone systems
Profile

Fahad Alhagbani: reinventing fitness

Alexa can help you book classes, check trainers’ bios and schedules, find out opening times, and a host of other information
Opinion

Building on the blockchain

For small sports teams looking to compete with giants, blockchain can be a secret weapon explains Lars Rensing, CEO of Protokol
Innovation

Bold move

Our results showed a greater than 60 per cent reduction in falls for individuals who actively participated in Bold’s programme
App analysis

Check your form

Sency’s motion analysis technology is allowing users to check their technique as they exercise. Co-founder and CEO Gal Rotman explains how
Profile

New reality

Sam Cole, CEO of FitXR, talks to Fit Tech about taking digital workouts to the next level, with an immersive, virtual reality fitness club
Profile

Sohail Rashid

35 million people a week participate in strength training. We want Brawn to help this audience achieve their goals
Ageing

Reverse Ageing

Many apps help people track their health, but Humanity founders Peter Ward and Michael Geer have put the focus on ageing, to help users to see the direct repercussions of their habits. They talk to Steph Eaves
App analysis

Going hybrid

Workout Anytime created its app in partnership with Virtuagym. Workout Anytime’s Greg Maurer and Virtuagym’s Hugo Braam explain the process behind its creation
Research

Physical activity monitors boost activity levels

Researchers at the University of Copenhagen have conducted a meta analysis of all relevant research and found that the body of evidence shows an impact
Editor's letter

Two-way coaching

Content providers have been hugely active in the fit tech market since the start of the pandemic. We expect the industry to move on from delivering these services on a ‘broadcast-only’ basis as two-way coaching becomes the new USP
Fit Tech People

Laurent Petit

Co-founder, Active Giving
The future of sports and fitness are dependent on the climate. Our goal is to positively influence the future of our planet by instilling a global vision of wellbeing and a sense of collective action
Fit Tech People

Adam Zeitsiff

CEO, Intelivideo
We don’t just create the technology and bail – we support our clients’ ongoing hybridisation efforts
Fit Tech People

Anantharaman Pattabiraman

CEO and co-founder, Auro
When you’re undertaking fitness activities, unless you’re on a stationary bike, in most cases it’s not safe or necessary to be tied to a screen, especially a small screen
Fit Tech People

Mike Hansen

Managing partner, Endorphinz
We noticed a big gap in the market – customers needed better insights but also recommendations on what to do, whether that be customer acquisition, content creation, marketing and more
More features