A lot of times we think of tracking consumers as something intrusive, such as when companies like Facebook or Amazon use your search results to display ads that follow you as you surf the web. Or worse, companies that track you even when you opt out of location services (it happens more than you think). While it’s important for the fitness industry to protect biometrics, consumers expect targeted pitches and even invite them.
“Consumers have a level of understanding that technology provides this augmented experience that’s better than the old analog experience,” says Worthy. “Consumers are more accustomed to dealing with machine learning. They’re use to being offered suggestions of products they may like based on choices they’ve previously made online.”
Club operators need to be ready to deliver this next level of digital engagement. And if you don’t provide it, somebody else will.
Creating Successful Outcomes
Recently, Life Fitness launched the Halo Fitness Cloud, an all-encompassing digital technology service for clubs that’s equipped with numerous tools for data analytics, facilities management, and communications. Halo’s ability to reach into the cloud to integrate an entire club’s digital ecosystem brings a new level of consumer engagement possible.
“We created a system that allowed us to aggregate data from more than 120 apps and wearables,” says Worthy. “One of the biggest insights that I would share with you is that we discovered that a lot of people weren't using technology to match their goal. So, if your goal is to lose 10 pounds in the next 10 weeks, Halo may ask you what methods you are using to help you track your progress.”