WNiF Magazine - Winter 2017 Edition | Page 47

Five questions with ...


Co-Founder & Global Managing Director MYZONE
Emmett moved from Melbourne to the US a little over 6 years ago to manage MYZONE through the developmental phase of its commercial existence . After 2 years of beta with the product , and 2 years of establishing the right value proposition through a significant amount of market interface , he led the company through its ‘ go to market ’ phase in 2013 / 14 , seeing the system installed in over 4000 health clubs in over 40 different countries as it reaches the exponential growth stage . The platform is currently attracting tens of thousands of new users every month , changing behaviour one exerciser at a time .
Can you explain what MYZONE is ? MYZONE is a wearable technology platform built for the commercial fitness industry . Using heart rate based data , along with in club and smartphone app display , MYZONE utilizes goal setting , gamification and social accountability to drive exerciser behaviour , helping members achieve their results .
Operationally , and as a club owner or manager , how do I get the most out of MYZONE ? The best way to approach MYZONE is by using the playbook to approach 3 audiences - the new members joining , those paying for paid programming , and finally the general membership population . By segmenting the membership , and having a dedicated strategy for each , traction is achieved . For example , the new joiners should be gamified to achieve usage in the first 30 days , paid programming should leverage the technolgy to enhance the more personal experience during and post class , and the general population should treat the system the same way they treat a fun run , a simple goal to focus on making exercise interesting and fun .
Motivation is a powerful outcome and is a key component to member retention , is fitness tech the answer ? It is not the answer , but it is a key component of the mix . Wearable tech taps into the motivation system by providing reward , giving the exerciser an instant sense of achievement , and creating that tangible sense of progress . Without that , exercise ROI can take weeks or months , and that is not motivating .
Can you explain how MEPS works and the significance of this system ? Yes , MEPS reward users for the effort they put into exercise , so the higher the intensity the more points they earn per minute . The idea of MEPS is to measure what matters , effort . MEPS take the focus off who is the fittest , who lifts the heaviest , who moves the fastest , and makes effort the hero metric .
Fitness trackers have been around for a number of years now – how does the MYZONE solution differ from say a Fitbit , Garmin or Misfit ? MYZONE is built for purpose , with the gym member in mind . The device is 99.4 % accurate to an EKG machine , unlike wrist devices , and the MEPS metric focuses on what matters , effort , not calories , and not steps . MEPS help level the playing field , and allow users to literally do anything , and be compared , unlike some devices which are movement specific – i . e . running , cycling .
To speak with a MYZONE representative in your state call 03 8560 0922 or visit www . myzone . org