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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
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

Digital retention top performers

Three digital fitness platforms tell Fit Tech how they work to achieve higher levels of customer retention

Virtual wellbeing check

Feelings of pressure, isolation and performance anxiety are commonly experienced by athletes, however it isn’t always easy for clubs to identify those who are struggling. Richard Lucas, founder of GoVox, explains how technology can help
interview

Preston Lewis, Black Box VR

We’ve had to create training experiences that show users how to grab handles in the virtual world that are mapped to our real-world machine
interview

Robotic muscles

We identified the need to step beyond the current approaches to muscle weakness, and move instead to placing robotic muscles exactly where they’re needed – inside the body

Sky x Fiit

Fiit has secured a deal with TV giant Sky, to make its virtual workout platform available through the subscription-based Sky Q service. With 20 per cent of Fiit users now accessing the app through Sky, Fit Tech speaks to Fraser Stirling and Daniel Shellard to find out more

Clubs without walls

Venueserve Fitness is working with the Health Club Collection to drive its digital customer engagement

Funxtion: A brand new app

FunXtion and GoodLife Fitness are collaborating to help Canadians stay fit in the gym and at home
interview

Blurring the lines

Les Mills has launched a suite of digital solutions to help gyms future-proof by expanding their reach in the booming online fitness space, while complementing their live offerings. Steph Eaves talks to Les Mills International’s CMO Anna Henwood to find out more
Editor's letter

Big (fit) tech

We’re entering the age of the wellness mega-corp, with the ultimate goal for investors being to dominate health and wellness markets in every channel. Prepare to expect the unexpected in this convergence of health, fitness and wellness

Staying sticky

Bob Lawson explains how digital fitness platforms and apps can maximise retention and prevent churn

Fit Tech Leadership Report

Fit tech is a growing, competitive sector. Executive search firm, Stronger Talent, recently analysed the backgrounds of more than 300 fit tech executives to provide insights into recruiting strategies, as Pete Leibman explains
people

Kevin Dawidowicz

President, CoachMePlus
Fitness apps are designed to train clients, without a trainer on the other side. We give coaches a tool for connection
interview

Rodrigo Jesus, Salus Optima

Everything we do is evidence based and scientifically proven. Our technology is grounded in science and we have dozens of scientists and experts who collaborate with us in human performance

Collect wind power as you move

Researchers in China have designed a tiny device that can scavenge wind energy from the breeze you make when you walk or run
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
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Sharon Hegarty, Samsung

We envisage a world where someone’s smart home can support their fitness regime

Create your own energy

A breakthrough in technology means wearable devices and other health and fitness products could soon be self-powered. Steph Eaves talks to Dr Ishara Dharmasena to find out how this could impact health and fitness
interview

Digital ecosystem

The digitisation of the sector was going to happen anyway. COVID-19 has simply accelerated the digital transformation
people

Ian Mullane

Founder, Keepme
Using predictive and machine learning models, operators can hyper-personalise engagement

Functional wearables

A new ultra-thin, stretchable electronic material could be a game changer for wearable tech
interview

Daniel Sobhani, Freeletics

Our company vision is to challenge and inspire people to become the greatest version of themselves. And I firmly believe that this can be achieved through what we do
interview

Lindsay Cook, FitOn

Today FitOn is a totally different experience. That’s the beauty of software – it’s so easy to improve and change to meet your members’ needs

Fighting COVID-19

In the aftermath of the pandemic, people will be more aware of the importance of their health and the strength of their immune system. Can fit tech alert users to potential immunodeficiencies or symptoms? And might these products assist governments? We asked industry leaders for their predictions
Featured supplier: What does a socially distanced leisure centre and health club look like?
The world has had to get used to social distancing in 2020 and any business operating in the leisure and hospitality sectors has had to face this challenge more than most.
Featured supplier: Forget the ‘Netflix effect’ – it’s all about the ‘iFit effect’ to boost member retention
Addiction – a word laden with negativity. But isn’t that exactly what the fitness industry wants? For members to be addicted (in a healthy way) to exercise – not just to increase profits but, most importantly, so they can live happier, healthier and longer lives.
A new Zone is here
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A new zone is here for your club, for your members and for you. Read more
Company profile: fibodo Limited
fibodo is the digital solution helping people lead healthier and happier lives. From grassroots individual ...
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Legend provides the leading software solution for driving improvements in leisure operations. We deliver savings ...
Fitness equipment
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Management software
Premier Software Solutions: Management software
Exercise equipment
Matrix Fitness: Exercise equipment
Red Light Therapy
 Red Light Rising: Red Light Therapy
Featured supplier: What does a socially distanced leisure centre and health club look like?
The world has had to get used to social distancing in 2020 and any business operating in the leisure and hospitality sectors has had to face this challenge more than most.
Featured supplier: Forget the ‘Netflix effect’ – it’s all about the ‘iFit effect’ to boost member retention
Addiction – a word laden with negativity. But isn’t that exactly what the fitness industry wants? For members to be addicted (in a healthy way) to exercise – not just to increase profits but, most importantly, so they can live happier, healthier and longer lives.
Company profile: fibodo Limited
fibodo is the digital solution helping people lead healthier and happier lives. From grassroots individual ...
Company profile: Legend Club Management Systems (UK) Ltd
Legend provides the leading software solution for driving improvements in leisure operations. We deliver savings ...
A new Zone is here
MyZone Group Ltd
A new zone is here for your club, for your members and for you. 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
Fitness equipment
Technogym: Fitness equipment
Lockers/interior design
Fitlockers: Lockers/interior design
Management software
Premier Software Solutions: Management software
Exercise equipment
Matrix Fitness: Exercise equipment
Red Light Therapy
 Red Light Rising: Red Light Therapy

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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
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

Digital retention top performers

Three digital fitness platforms tell Fit Tech how they work to achieve higher levels of customer retention

Virtual wellbeing check

Feelings of pressure, isolation and performance anxiety are commonly experienced by athletes, however it isn’t always easy for clubs to identify those who are struggling. Richard Lucas, founder of GoVox, explains how technology can help
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
interview

Robotic muscles

We identified the need to step beyond the current approaches to muscle weakness, and move instead to placing robotic muscles exactly where they’re needed – inside the body

Sky x Fiit

Fiit has secured a deal with TV giant Sky, to make its virtual workout platform available through the subscription-based Sky Q service. With 20 per cent of Fiit users now accessing the app through Sky, Fit Tech speaks to Fraser Stirling and Daniel Shellard to find out more

Clubs without walls

Venueserve Fitness is working with the Health Club Collection to drive its digital customer engagement

Funxtion: A brand new app

FunXtion and GoodLife Fitness are collaborating to help Canadians stay fit in the gym and at home
interview

Blurring the lines

Les Mills has launched a suite of digital solutions to help gyms future-proof by expanding their reach in the booming online fitness space, while complementing their live offerings. Steph Eaves talks to Les Mills International’s CMO Anna Henwood to find out more
Editor's letter

Big (fit) tech

We’re entering the age of the wellness mega-corp, with the ultimate goal for investors being to dominate health and wellness markets in every channel. Prepare to expect the unexpected in this convergence of health, fitness and wellness

Staying sticky

Bob Lawson explains how digital fitness platforms and apps can maximise retention and prevent churn

Fit Tech Leadership Report

Fit tech is a growing, competitive sector. Executive search firm, Stronger Talent, recently analysed the backgrounds of more than 300 fit tech executives to provide insights into recruiting strategies, as Pete Leibman explains
Hussle HQ
Hussle HQ