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The Retention Guru
The Retention Guru
The Retention Guru
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features

The way I see it: Paul Bowman, Wexer

The future of fitness is hybrid, says the CEO of Wexer. He shares his thoughts on why and how the industry should embrace this change

Published in Fit Tech 2020 issue 2

• "If you don’t have a hybrid digital / physical model, you won’t survive."

• "Think about how disruptive low-cost was for those who didn’t respond quickly enough. Digital will be equally disruptive"

• "It’s no longer a question of ‘do we go digital?’ Now the only question is: do you merge digital into physical, or physical into digital? Which approach is most likely to succeed? I genuinely believe it will be the latter."

• "Instagram and YouTube offered quick, easy solutions, but in using them, clubs have effectively given away their contacts, their opportunity to gather insights and their ownership of the customer relationship. They now have to wrest it back."

• "On-demand retention figures beat most traditional operators: about half of online fitness customers are retained for nine months or more."

• "Digital fitness was already growing fast. Then COVID-19 happened and things accelerated exponentially: we had clients whose online user base grew 10-fold almost overnight."

• "Home fitness must be delivered on your own platform, not a third-party channel – like Instagram or YouTube – which you can’t monetise or use to generate brand loyalty."

• "The shift towards online is not a temporary measure: 43% of Mindbody survey respondents want to continue with at-home classes as well as going back to the gym; 60% of these expect to add 2-3 live streamed workouts a week."

• "Digital opens up bigger audiences. There may be less revenue per head, but there are many more heads to go after."

• "Clubs should start with the home fitness journey and work out how to gain a competitive advantage here, before working out how to dovetail physical visits into this."

• "Online requires strength in depth to be sustainable, because people only do the same online class twice before they look for something new. In-club it’s about the social. Online it’s all about variety."

• "Clubs want to create their own content, so on 1 June, Wexer launched Web Player Connect – a new solution that gives operators their own TV channel."

• "During lockdown, 40% of all spend on live streamed and pre-recorded workouts went to businesses those individuals had never physically visited."

• "In clubs that have re-opened, we’re seeing higher demand for virtual classes. This is the only way to take part in group exercise in many clubs, and with social distancing, classes are regularly full."

• "We’ve talked about personalisation for years. Digital fitness is the way to speed it up – it’s both the tool to gather the data, and the channel through which to deliver it. That’s hugely exciting."

• "Training at home is so convenient, it’s where the bread and butter of fitness will now happen."

• "People will still be willing to pay for programming, expertise and support in-club, but the baseline will be delivered online via convenient, high-quality, personalised fitness content."

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

Paul Bowman, Wexer

The future of fitness is hybrid, says the CEO of Wexer. He shares his thoughts on why and how the industry should embrace this change
interview

Daniel Sobhani, Freeletics

People are set up for failure by the fitness industry with false promises and unrealistic expectations. We’ve always wanted to put a stop to this, and with Mindset Coaching we’re taking the next step
interview

PureGym

We’ve been ranked number two on the App Store for health and fitness, second only to Fitbit
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
Editor's letter

Monetising digital

Having made a lightening fast pivot to digital during lockdown, gym operators are now figuring out how to optimise the assets they’ve invested in – it’s time to monetise digital and find ways to create hybrid models
people

Ian Mullane

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

Sharon Hegarty, Samsung

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

Will Ahmed, Whoop

Whoop is taking wearable technology to the next level, providing deeper insights into individuals’ physiology and enabling optimised training. Founder and CEO Will Ahmed talks to Steph Eaves about the importance of personalised feedback

Functional wearables

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

Patrick Lucey

VP of AI, Stats Perform
We can capture tracking data from historical videos, enabling us to do large scale comparisons of players, such as Michael Jordan, across eras

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
interview

Forme Life: Trent Ward & Yves Béhar

We have such a timeless design that this product will fit into the home for a long time

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
people

Richard Hanbury

Founder and CEO, Sana
I was in Yemen, close to the capital, Sana’a, when I had the accident that put me in a wheelchair and gave me a chronic nerve damage pain problem. This led me to develop the underlying technology of Sana
interview

Digital ecosystem

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

Motosumo

Kresten Juel Jensen, CEO and co-founder and Nick Coutts, incoming chair
Everyone’s on their smartphones, so we saw this as a massive opportunity to gamify group fitness

Get connected

Sony and Precor are collaborating. Henrik Bengtsson, head of business at Advagym, tells Wendy Golledge about Sony’s latest foray into fitness
interview

Lauren Foundos, FORTË

We give data reports showing the most popular instructors, so they can get credit for driving users

Get smart

A new, smart exercise mask will analyse breath for a wide range of performance-related indicators, as Tom Walker explains
interview

Changing the game

We cannot lose sight of the most important people in this equation – the athletes. We must ensure this data and technology delivers benefits to them
interview

Christopher Ruddock, INCUS

Our mission has always been to make quality analytics accessible to both amateur and elite athletes. We have a truly world-class system in our hands that we look forward to sharing
interview

Ali Yetisen

Lead researcher, Technical University Munich
The tattoos use a dye that changes colour according to changes in levels of three elements found in the blood
interview

John Foley

Founder and CEO, Peloton
We’re combining the best software, hardware, content and experience in one place
people

Sri Peruvemba

BeBop Sensors: VP of strategy
Our gloves allow users to have digital hands in virtual reality, and to manipulate objects as though they existed in real life
Featured supplier: Active IQ launches End-point Assessor qualification
Active IQ has launched its Level 3 Award in Understanding the Development and Delivery of End-point Assessment to meet the increasing demands for skilled assessors in this emerging area.
Featured supplier: Funxtion collaborates with global experts on white paper exploring digital in the future of fitness
In collaboration with ukactive, FunXtion has driven a global discussion with some of the world’s leading fitness operators and influencers, exploring how digitalisation will influence the delivery of fitness services and products moving forwards.
Freemotion 22 SERIES Powered by iFit
FreeMotion Fitness
The only connected fitness experience in commercial fitness centers, powered by iFit. Read more
Company profile: Gympass
On a mission to defeat inactivity, Gympass is a corporate wellness solution that builds mutually ...
Company profile: fibodo Limited
fibodo is the digital solution helping people lead healthier and happier lives. From grassroots individual ...
Fitness Software
FunXtion International BV: Fitness Software
Locking solutions
Monster Padlocks: Locking solutions
Member feedback software
AskNicely: Member feedback software
Wearable technology solutions
MyZone: Wearable technology solutions
Management software
fibodo Limited: Management software
Featured supplier: Active IQ launches End-point Assessor qualification
Active IQ has launched its Level 3 Award in Understanding the Development and Delivery of End-point Assessment to meet the increasing demands for skilled assessors in this emerging area.
Featured supplier: Funxtion collaborates with global experts on white paper exploring digital in the future of fitness
In collaboration with ukactive, FunXtion has driven a global discussion with some of the world’s leading fitness operators and influencers, exploring how digitalisation will influence the delivery of fitness services and products moving forwards.
Company profile: Gympass
On a mission to defeat inactivity, Gympass is a corporate wellness solution that builds mutually ...
Company profile: fibodo Limited
fibodo is the digital solution helping people lead healthier and happier lives. From grassroots individual ...
Freemotion 22 SERIES Powered by iFit
FreeMotion Fitness
The only connected fitness experience in commercial fitness centers, powered by iFit. 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 Software
FunXtion International BV: Fitness Software
Locking solutions
Monster Padlocks: Locking solutions
Member feedback software
AskNicely: Member feedback software
Wearable technology solutions
MyZone: Wearable technology solutions
Management software
fibodo Limited: Management software

latest news

Start-up Vitruvian, based in Perth, Australia, has announced it has raised USD $2.5m (AUD$3.42m) in capital from industry-leading strategic investors. ...
PopBase, a start-up tech company, has secured US$400,000 investment from Welltech1, an Israel-based venture capital fund and hub specialising in ...
Mindbody is focusing its product development efforts on new technologies, as it looks to "reimagine" its software platform. The cloud-based ...
EXi, an NHS-approved exercise app designed to help people with long term health conditions, has launched a Covid-19 rehabilitation programme. ...
Peloton and Grammy Award-winning singer Beyoncé have signed a broad, multi-year partnership which will result in the launch of new, ...
Personalised health and human performance specialist, Salus Optima, has teamed up with training company, Premier Global NASM, to help new ...
A new, white-label online fitness platform has launched, enabling health club operators, instructors and PTs to offer live streaming, as ...
A new, hand-held, portable device and app has been launched that measures metabolism in real-time by analysing the breath. Lumen gives ...
A new platform, marketed as an "emotional fitness studio" and offering live classes and one-on-one therapy, has secured US$3m worth ...
Fitness tech firm JaxJox will accelerate the launch of its connected home fitness solution, InteractiveStudio, following a cash injection of ...
The COVID-19 pandemic has temporarily halted opportunities to gather in-person to discuss vital topics relating to the fitness industry’s future. ...
A new mobile fitness platform delivers personal training sessions to people at home by combining live fitness instruction with AI-enabled ...
More news
features

The way I see it: Paul Bowman, Wexer

The future of fitness is hybrid, says the CEO of Wexer. He shares his thoughts on why and how the industry should embrace this change

Published in Fit Tech 2020 issue 2

• "If you don’t have a hybrid digital / physical model, you won’t survive."

• "Think about how disruptive low-cost was for those who didn’t respond quickly enough. Digital will be equally disruptive"

• "It’s no longer a question of ‘do we go digital?’ Now the only question is: do you merge digital into physical, or physical into digital? Which approach is most likely to succeed? I genuinely believe it will be the latter."

• "Instagram and YouTube offered quick, easy solutions, but in using them, clubs have effectively given away their contacts, their opportunity to gather insights and their ownership of the customer relationship. They now have to wrest it back."

• "On-demand retention figures beat most traditional operators: about half of online fitness customers are retained for nine months or more."

• "Digital fitness was already growing fast. Then COVID-19 happened and things accelerated exponentially: we had clients whose online user base grew 10-fold almost overnight."

• "Home fitness must be delivered on your own platform, not a third-party channel – like Instagram or YouTube – which you can’t monetise or use to generate brand loyalty."

• "The shift towards online is not a temporary measure: 43% of Mindbody survey respondents want to continue with at-home classes as well as going back to the gym; 60% of these expect to add 2-3 live streamed workouts a week."

• "Digital opens up bigger audiences. There may be less revenue per head, but there are many more heads to go after."

• "Clubs should start with the home fitness journey and work out how to gain a competitive advantage here, before working out how to dovetail physical visits into this."

• "Online requires strength in depth to be sustainable, because people only do the same online class twice before they look for something new. In-club it’s about the social. Online it’s all about variety."

• "Clubs want to create their own content, so on 1 June, Wexer launched Web Player Connect – a new solution that gives operators their own TV channel."

• "During lockdown, 40% of all spend on live streamed and pre-recorded workouts went to businesses those individuals had never physically visited."

• "In clubs that have re-opened, we’re seeing higher demand for virtual classes. This is the only way to take part in group exercise in many clubs, and with social distancing, classes are regularly full."

• "We’ve talked about personalisation for years. Digital fitness is the way to speed it up – it’s both the tool to gather the data, and the channel through which to deliver it. That’s hugely exciting."

• "Training at home is so convenient, it’s where the bread and butter of fitness will now happen."

• "People will still be willing to pay for programming, expertise and support in-club, but the baseline will be delivered online via convenient, high-quality, personalised fitness content."

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

Paul Bowman, Wexer

The future of fitness is hybrid, says the CEO of Wexer. He shares his thoughts on why and how the industry should embrace this change
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

PureGym

We’ve been ranked number two on the App Store for health and fitness, second only to Fitbit
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
Editor's letter

Monetising digital

Having made a lightening fast pivot to digital during lockdown, gym operators are now figuring out how to optimise the assets they’ve invested in – it’s time to monetise digital and find ways to create hybrid models
people

Ian Mullane

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

Sharon Hegarty, Samsung

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

Will Ahmed, Whoop

Whoop is taking wearable technology to the next level, providing deeper insights into individuals’ physiology and enabling optimised training. Founder and CEO Will Ahmed talks to Steph Eaves about the importance of personalised feedback

Functional wearables

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

Patrick Lucey

VP of AI, Stats Perform
We can capture tracking data from historical videos, enabling us to do large scale comparisons of players, such as Michael Jordan, across eras

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
interview

Forme Life: Trent Ward & Yves Béhar

We have such a timeless design that this product will fit into the home for a long time
The Retention Guru
The Retention Guru