As the fitness industry embraces AI and digitization, Bally’s and Technogym continue to put consumer experience at the forefront
Digitalization and artificial intelligence are breaking new ground in the fitness industry, as demonstrated by numerous exhibitors and sponsors at IHRSA 2024 in Los Angeles.
The promise of AI and technology may drive business forward, but one thing is clear. That said, while the fitness and wellness industry may embrace its advancements aggressively, brands are still remaining as consumer- and community-focused as possible.
Technogym creates AI-powered wellness journeys
Technogym is one of the leading brands offering a complete health and wellness ecosystem and we have seen how leveraging AI can yield positive results. The Italian fitness giant is excited about using data to define cohorts based on their interest in activities. result? Hyper-personalization and marketing targeting capabilities save time and increase consumer satisfaction.
Francesco Arlotti, Head of Digital Solutions at Technogym, emphasized the importance of an ecosystem that provides fitness and health seekers with value beyond just access to digital platforms. Rather, he points out, there is a need to take consumers on a journey.
“If we want to increase the value of what we offer, we need to take a different path,” Arlotti said.
The brand just debuted Technogym Checkup, the most comprehensive AI-powered fitness assessment and customer engagement tool.
Technogym’s data-driven capabilities provide operators with rich insights that allow them to group club users based on workout preferences, habits, and even activity patterns, allowing them to improve upsells and create more friendly offers in the form of challenges. It provides an opportunity to promote the community with competitions or even create new classes.
Barry’s Drives community via app and pop-ups
As one of the OGs of HIIT-based fitness, Barry’s has grown and expanded its methods around the world. Best known for its famous Red His Room, the fitness brand has gained a loyal following over the years and is embracing change, including rebranding its name and feel.
Not afraid to break the rules, Bally’s is taking a unique approach to digitization with not one, but two apps. The new Barry’s -Stop Shop for “everything in the studio.”
Jenna Hauka, Barry’s senior vice president of marketing and digital, said Barry’s continues to deliver community-driven experiences and plans to bring that same approach to additional features as the app evolves. .
“For us, community really guides most of our decisions, both digitally and in-person,” Hauka said.
By continuing to focus on in-person and community experiences, Barry’s attracts more members to join from our advertised in-person fitness challenges, allowing members to attend as many studio classes as possible in a day. are encouraged to participate. specific time frame. In addition to driving people to classes, it also led to Bally members meeting in person and encouraging each other in the brand’s FitFam space.
With the launch of Ride, the brand has extended its “welcome mat” to a new audience, Charlie Meredith, Barry’s head of curriculum, told Athletech News. Bally’s is also considering additional pop-ups this year to continue connecting with the community and attract new members in “non-traditional” locations.
