Part of your digital strategy should focus
on finding ways to integrate data sources,
as this will result in significant growth in AI
capabilities for your fitness business.
This could be as simple as exploring
existing integrations between the software
systems you currently use, or as complex
as creating a custom database designed to
consolidate data from your various systems
in a structure that can provide meaningful
insights. AI can be amazingly useful – but
only if humans create systems to provide it
with the right information.
The personalised customer journey
One of the most exciting aspects of utilising
AI is the opportunity to provide scaled
personalisation to your customers. Because
many of your business’s repetitive tasks
can be automated, you can save on admin-
related salaries and instead invest in team
members capable of adding tangible value
to your members and clients.
Here is an example of the potential
customer journey in an AI-enhanced facility:
Marketing:
• Prospect is shown content that speaks to
her specific interests related to health
and fitness, and she builds a level of trust
with your business before ever visiting.
• Upon viewing the content, she is shown
sequential, customised content as she
makes her way through the marketing
funnel that engages her and converts her
to a potential customer.
• The sales process is handled by a real
human, because we are unmatched at
creating a personal relationship and
building trust.
Onboarding:
• Your customer success coach chatbot
takes over the customer journey and
interacts with the new member as she
gets started, helping her set realistic and
meaningful goals and even providing her
with a customised training plan.
• Initial fitness, strength and wellness
measurements are recorded by the
chatbot coach and can be used to track
improvements each month.
Member usage and success:
• Most members will be more successful
with a little guidance, support and
accountability: your chatbot can provide
these services, and even coordinate with
real human staff members to create the
perfect combination of AI and human
teamwork to help members be successful.
AI can be amazingly useful
– but only if humans
provide it with the right
information
• Every member receives personalised recommendations,
encouragement and support based on their unique needs.
• At-home workouts and wellness-focused activities can be utilised
when the member cannot make it to your facility.
The reality is that members that get value, stay longer. The value that
a member receives has historically been their ability to access your
facility and services. This is no longer enough.
Value can be provided in a number of ways, including:
• amazing facilities
• fantastic classes
• world class staff that build relationships and trust
• coaching and support
• accountability
• measurement and tracking
• motivation
• at-home workouts.
We have a huge opportunity to provide immense value to our
members above and beyond the number of times they visit our
facilities each week – and AI is key to enabling us to achieve this.
Owen Bowling
Owen is a fitness entrepreneur on a mission to help the
fitness industry communicate its true value in order to
attract, engage, convert and serve more people. The
founder of CrankIt Fitness, The Wellness Program and
cofounder of FourD Media, Owen works with some of the
world’s biggest fitness brands to implement technology
and media solutions.
FILEX 2020 POSTPONED
Owen was scheduled to share his insights into how AI and other technology
can enhance fitness business operations at this year's FILEX fitness industry
convention in May. The event has been postponed due to government
restrictions on large gatherings that have been put in place to reduce the
impact of the COVID-19 coronavirus.
CLICK HERE FOR THE LATEST INFO ON THE EVENT
NETWORK AUTUMN 2020 | 59