Network Magazine Winter 2019 | Page 65

hether you like it or not, the future is technology-focused. This is the technology era: an age in which we are experiencing immense technological advancements in a short amount of time. The challenge faced by the fitness industry is how to use this to both our advantage and that of our members, rather than be replaced by it. Health and fitness comes low down on too many people’s ‘to-do’ lists – and for many it is the distractions and conveniences afforded by technology that are facilitating this. Another night bingeing on Netflix while eating another unhealthy meal delivered by Uber helps exercise and good nutrition get pushed to another time... again. Ironically, the technology that is distracting us from our health is the technology that can also help us train faster, smarter and more time efficiently. A refusal to engage in the latest trends and developments in fitness technology is no longer an option for fitness businesses that need to connect with a generation of new consumers. For today’s – and even more so for tomorrow’s – members, clients and participants, apps, wearables, streaming workouts and virtual reality are the world that they increasingly inhabit. Let’s look at how technology is impacting our industry. W THE QUICK READ • We live in the technology era: an age in which we are experiencing immense technological advancements in a short amount of time • Apps designed for both consumers and the fitness industry are enabling more flexibility and lead generation • Wearable technology can assist trainers in helping clients monitor their progress and reach their goals • Virtual reality fitness experiences may help to introduce more people to home-based exercise, which in turn may lead to their engagement with real fitness facilities and professionals. Apps In pretty much every area of life today, for every challenge you encounter ‘there’s an app for that’. Naturally, fitness is no different. Before apps came along, the health and fitness industry was in need of a shake-up, from the consumer’s perspective, that would provide a comfortable and easy way to locate and participate in classes and training sessions that suited them. Technology allowed this need to be filled in the form of apps like Classpass, and my own location-based app, Buzvil, that enable consumers to find and book training sessions and classes in their area without the need for membership of a particular club. These apps work to benefit both consumers and the fitness industry, through convenience on the behalf of the former, and lead generation and increased participation on the part of the latter. The market for non-industry-focused apps, such as personal training apps that assist consumers in their home-based workouts, has also grown enormously – and the Aussies have made a huge impression, with Kayla Itsines’ and Chris Hemsworth’s apps going gangbusters. Of course, these have their limitations: a virtual trainer cannot correct poor technique, or provide the highly personalised connection and encouragement that a real trainer can. If the fitness business that you operate is delivering an amazing service with human connection at its heart, then these apps need not be seen as a threat to your model – rather as a complementary service that members may use when they aren’t working out within your walls, and as a low-cost entry-point to exercise that may lead some to upgrade to a membership of a real facility, with all the benefits, opportunities, motivation and sense of community that that entails. Wearables Secondly, is the impact of wearables – themselves usually also linked to apps. These devices that track various aspects of our workouts may be small, but they have had a massive impact on the way we think about health and physical activity. Wearables have removed people’s reliance on personal trainers or other professionals to monitor their heart rate, energy expenditure, pace, distance run and more. Simple to use and reasonably affordable, these devices enable us to easily track, in real time, our own physical activity, all day, every day, and even all night (read this issue’s Research Review on page 60 for more on these). So, does this threaten the role of the fitness professional? On the contrary. Like the role of apps, wearables can complement the work we do. Data is great, but interpreting it into useful information that can translate into practical behaviours can, understandably, be asking too much of many people. Whether you like it or not, the future is technology-focused NETWORK WINTER 2019 | 65