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Life Fitness (UK) Ltd
Life Fitness (UK) Ltd
Life Fitness (UK) Ltd
features

Fit Tech People: Devi Mahadevia

Facebook director of sports and fitness partnerships

With Facebook paid online events, publishers can charge viewers to attend a video livestream on their Facebook pages or a third party video service

Published in Fit Tech 2021 issue 1

How can fitness providers use paid online events to their best advantage?
We’re excited to provide a menu of products that can help fitness organisations make money, no matter what type of business or business model they have. Many of these products mirror traditional fitness revenue generators, which makes them a natural fit for our partners.

With paid online events, publishers can charge a fee for viewers to attend a video livestream on their Facebook pages or a third party video service (eg. Zoom). Publishers can create the event, set a price, promote the event, collect payment and host the event, all on Facebook. This is just like charging someone to attend your fitness class on a one-time basis. For example, UK-based fitness instructor Rachel Holmes has used paid online events to earn revenue while broadcasting educational webinars, exercise classes, and other content that would normally have a cost to attend in-person.

Why is Facebook an effective platform for fitness events?
Facebook is a place to build an audience, a community and a business, making it an incredibly important tool for fitness organisations right now. We’re in a new era of fitness, which is in part brought on by COVID-19, but which is also the result of the continued evolution of digital, social and mobile experiences. These experiences are creating deeper online connections and relationships between fitness consumers and businesses.

In this new era, fitness has become democratised and consumer demand is met with accessibility and choice. No matter your fitness level, location, or trainer preferences, you can find the right workout online and, increasingly, find it on platforms like Facebook, Instagram, Portal and Oculus.

This democratisation extends to the business side as well. No matter what type of fitness business you manage – whether it’s brick and mortar, event-based, influencer-driven or digital-first – you can now reach a global audience and tap into entirely new revenue streams through our products. This underscores how huge the business opportunity is in this new era — one that can be incremental to the historic model, with the potential to grow into entirely new frontiers of financial success.

Does Facebook collect any fees from paid online events?
We don’t take any fees today from paid online event purchases, and we do not plan on taking fees while communities remain closed for the pandemic – until at least July 2021. We’re committed to providing businesses and creators the tools they need to move their business online and help them maximise their payouts in this uncertain time.

What advice would you give to fitness providers who are considering using Facebook for paid events?
The advice we give all partners is to focus on building an engaged audience. You’re far more likely to make money if you have an engaged community of fans than if you’re starting from scratch. Across our family of apps, we have a number of products that can help publishers build community and ultimately convert that community into customers. Instagram Stories, Facebook Groups, IGTV and Facebook Watch are just a few tools people and businesses can use to authentically connect with and grow their community.

Once you’ve built an engaged audience, you can experiment with different monetisation products. Your fanbase may gravitate towards paid online events, especially if you can offer them something premium and exclusive. Or you may find that our fan subscriptions product, which enables you to charge a monthly recurring subscription fee, resonates better. There are a number of other monetisation products you can try.

Ultimately, whatever product you choose, we’d advise you to treat your followers like family. In other words, engage with them, listen to their feedback, and adjust your strategy accordingly. If you’ve built a meaningful relationship with them, meaningful business results will follow.

Ready to go live?
Devi provides some practical tips for fitness providers who are ready to hold their first paid online event.
Promote your event

Promoting your paid online event can help you increase the number of registered attendees for your event while generating awareness of your event to new audiences.

Start your live stream early

Starting your stream early can help prevent technical difficulties that might occur when starting an event online. It also gives you the opportunity to let your registered attendees know what to expect from your event.

Communicate expectations for your event

Be clear with your guests on what they can expect from your event so that they know what is going to happen. You can post schedules in your event description or in posts on the event itself. If attendees will need special equipment (i.e. a yoga mat) in your live event, you can provide instructions to attendees in advance.

Sign up here to get Fit Tech's weekly ezine and every issue of Fit Tech magazine free on digital.
Gallery
More 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
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
people

Adam Zeitsiff

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

Mathieu Letombe

We’ve found 90 per cent of Withings users continue to regularly use their scales after one year and 50 per cent regularly continue using them after 10 years

Refining augmented reality

London boutique The Refinery has created an avatar-led digital fitness offering called ALFI, which utilises augmented reality (AR) to demonstrate movements. Zoe Bertali, one of the co-founders of the gym, tells us more

Jessica Ennis-Hill: founder of Jennis

Jessica Ennis-Hill is on a mission to close the gender data gap in health research. Her app, Jennis CycleMapping, is designed to help women understand their cycles and how to train during each different phase. Steph Eaves speaks to Ennis-Hill to find out exactly how it works

How usable is your product?

Your fit tech product might be a game changer, solving problems or creating new possibilities for clients, but none of this will matter if it’s not easy and enjoyable to use. Industrial designer Nick Chubb explains why usability is key, and the factors to consider when designing your new product

Put on your red light

Red light therapy promises a variety of benefits, including better recovery, skin rejuvenation and increased energy, but is it all too good to be true? Fit Tech spoke to Bryan Gohl and James Strong of Red Light Rising, and Wes Pfiffner of Joovv to find out more
interview

Kilian Saekel

With ROX Home, we’re now targeting families who want to work out at home but who are bored with traditional ways of home training

Adrian Hon

Zombies, Run! is one of the most enduring fitness apps, with half a million users getting active while engaging in ‘missions’ against the zombie apocalypse. Its co-creator spoke to Steph Eaves about the power of story

Digital community

Matt Stebbings of SLT Group talks about the creation of their Community Portal, a new platform that aims to help anyone to get active, whether that’s inside or outside of SLT’s facilities

Funxtion: A vital connection

NonStop Gym, Switzerland’s no frills gym chain, has appointed FunXtion to create its member training app

Monitoring mental health

New technology uses advanced machine learning to monitor patients’ mental health between visits to their medical providers
people

Devi Mahadevia

Facebook director of sports and fitness partnerships
With Facebook paid online events, publishers can charge viewers to attend a video livestream on their Facebook pages or a third party video service
people

Andy Etches

Founder and sports director, Rezzil
Rezzil was able to have an injured player learning his new manager's philosophy, positioning and playing style – all from a seated position
interview

Preston Lewis, Black Box VR

Game designers have figured out how to keep people unhealthily addicted to games. If only you could be the hero in a game that levelled up your life
More features
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Featured supplier: Power Plate teams up with Myzone for a new exercise experience
Power Plate has teamed up with Myzone to provide its community with new class experiences and the opportunity to offer rewards based on effort, every time they move.
Featured supplier: Life Fitness introduces Integrity SL, the next generation LED console
Life Fitness has unveiled the new Integrity SL, its connected LED console designed for the Integrity Series cardio portfolio.
Company profile: FunXtion International BV
With our digital member solutions, branded app and branded virtual classes your clients can now ...
Company profile: Xn Leisure Systems Ltd
Xn Leisure is a provider of cutting-edge health and fitness software, offering an exceptional service ...
Messenger[ai] for fitness: never miss a customer
Mindbody, Inc
Never miss a customer with Messenger[ai]. Read more
Get Fit Tech
Sign up for the free digital edition of Fit Tech magazine and the free weekly Fit Tech ezine
Sign up
Salt therapy products
Himalayan Source: Salt therapy products
Spa software
ResortSuite: Spa software
Red Light Therapy
 Red Light Rising: Red Light Therapy
Fitness equipment
Precor: Fitness equipment
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring

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features

Fit Tech People: Devi Mahadevia

Facebook director of sports and fitness partnerships

With Facebook paid online events, publishers can charge viewers to attend a video livestream on their Facebook pages or a third party video service

Published in Fit Tech 2021 issue 1

How can fitness providers use paid online events to their best advantage?
We’re excited to provide a menu of products that can help fitness organisations make money, no matter what type of business or business model they have. Many of these products mirror traditional fitness revenue generators, which makes them a natural fit for our partners.

With paid online events, publishers can charge a fee for viewers to attend a video livestream on their Facebook pages or a third party video service (eg. Zoom). Publishers can create the event, set a price, promote the event, collect payment and host the event, all on Facebook. This is just like charging someone to attend your fitness class on a one-time basis. For example, UK-based fitness instructor Rachel Holmes has used paid online events to earn revenue while broadcasting educational webinars, exercise classes, and other content that would normally have a cost to attend in-person.

Why is Facebook an effective platform for fitness events?
Facebook is a place to build an audience, a community and a business, making it an incredibly important tool for fitness organisations right now. We’re in a new era of fitness, which is in part brought on by COVID-19, but which is also the result of the continued evolution of digital, social and mobile experiences. These experiences are creating deeper online connections and relationships between fitness consumers and businesses.

In this new era, fitness has become democratised and consumer demand is met with accessibility and choice. No matter your fitness level, location, or trainer preferences, you can find the right workout online and, increasingly, find it on platforms like Facebook, Instagram, Portal and Oculus.

This democratisation extends to the business side as well. No matter what type of fitness business you manage – whether it’s brick and mortar, event-based, influencer-driven or digital-first – you can now reach a global audience and tap into entirely new revenue streams through our products. This underscores how huge the business opportunity is in this new era — one that can be incremental to the historic model, with the potential to grow into entirely new frontiers of financial success.

Does Facebook collect any fees from paid online events?
We don’t take any fees today from paid online event purchases, and we do not plan on taking fees while communities remain closed for the pandemic – until at least July 2021. We’re committed to providing businesses and creators the tools they need to move their business online and help them maximise their payouts in this uncertain time.

What advice would you give to fitness providers who are considering using Facebook for paid events?
The advice we give all partners is to focus on building an engaged audience. You’re far more likely to make money if you have an engaged community of fans than if you’re starting from scratch. Across our family of apps, we have a number of products that can help publishers build community and ultimately convert that community into customers. Instagram Stories, Facebook Groups, IGTV and Facebook Watch are just a few tools people and businesses can use to authentically connect with and grow their community.

Once you’ve built an engaged audience, you can experiment with different monetisation products. Your fanbase may gravitate towards paid online events, especially if you can offer them something premium and exclusive. Or you may find that our fan subscriptions product, which enables you to charge a monthly recurring subscription fee, resonates better. There are a number of other monetisation products you can try.

Ultimately, whatever product you choose, we’d advise you to treat your followers like family. In other words, engage with them, listen to their feedback, and adjust your strategy accordingly. If you’ve built a meaningful relationship with them, meaningful business results will follow.

Ready to go live?
Devi provides some practical tips for fitness providers who are ready to hold their first paid online event.
Promote your event

Promoting your paid online event can help you increase the number of registered attendees for your event while generating awareness of your event to new audiences.

Start your live stream early

Starting your stream early can help prevent technical difficulties that might occur when starting an event online. It also gives you the opportunity to let your registered attendees know what to expect from your event.

Communicate expectations for your event

Be clear with your guests on what they can expect from your event so that they know what is going to happen. You can post schedules in your event description or in posts on the event itself. If attendees will need special equipment (i.e. a yoga mat) in your live event, you can provide instructions to attendees in advance.

Sign up here to get Fit Tech's weekly ezine and every issue of Fit Tech magazine free on digital.
Gallery
More 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
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
people

Adam Zeitsiff

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

Mathieu Letombe

We’ve found 90 per cent of Withings users continue to regularly use their scales after one year and 50 per cent regularly continue using them after 10 years

Refining augmented reality

London boutique The Refinery has created an avatar-led digital fitness offering called ALFI, which utilises augmented reality (AR) to demonstrate movements. Zoe Bertali, one of the co-founders of the gym, tells us more

Jessica Ennis-Hill: founder of Jennis

Jessica Ennis-Hill is on a mission to close the gender data gap in health research. Her app, Jennis CycleMapping, is designed to help women understand their cycles and how to train during each different phase. Steph Eaves speaks to Ennis-Hill to find out exactly how it works

How usable is your product?

Your fit tech product might be a game changer, solving problems or creating new possibilities for clients, but none of this will matter if it’s not easy and enjoyable to use. Industrial designer Nick Chubb explains why usability is key, and the factors to consider when designing your new product

Put on your red light

Red light therapy promises a variety of benefits, including better recovery, skin rejuvenation and increased energy, but is it all too good to be true? Fit Tech spoke to Bryan Gohl and James Strong of Red Light Rising, and Wes Pfiffner of Joovv to find out more
interview

Kilian Saekel

With ROX Home, we’re now targeting families who want to work out at home but who are bored with traditional ways of home training

Adrian Hon

Zombies, Run! is one of the most enduring fitness apps, with half a million users getting active while engaging in ‘missions’ against the zombie apocalypse. Its co-creator spoke to Steph Eaves about the power of story

Digital community

Matt Stebbings of SLT Group talks about the creation of their Community Portal, a new platform that aims to help anyone to get active, whether that’s inside or outside of SLT’s facilities

Funxtion: A vital connection

NonStop Gym, Switzerland’s no frills gym chain, has appointed FunXtion to create its member training app

Monitoring mental health

New technology uses advanced machine learning to monitor patients’ mental health between visits to their medical providers
people

Devi Mahadevia

Facebook director of sports and fitness partnerships
With Facebook paid online events, publishers can charge viewers to attend a video livestream on their Facebook pages or a third party video service
people

Andy Etches

Founder and sports director, Rezzil
Rezzil was able to have an injured player learning his new manager's philosophy, positioning and playing style – all from a seated position
interview

Preston Lewis, Black Box VR

Game designers have figured out how to keep people unhealthily addicted to games. If only you could be the hero in a game that levelled up your life
More features
Life Fitness (UK) Ltd
Life Fitness (UK) Ltd