Hyper-personalisation in the fitness industry has grown rapidly in recent years and is already reshaping the way we exercise. This is largely due to data and technology increasing and offering information that informs on and impacts our exercise routines. With wearable tech continuing to grow, as we discussed in our 2022 fitness trends report, more and more people are gaining access to an incredible amount of biometric data. Metrics such as quality of sleep, calories burned, heart rate variability, blood oxygen levels and even acclimation to heat and altitude, means each individual can now track their fitness progress with accuracy and ease.
Thanks to apps like Apple Fitness and Samsung Health, the sharing of data from these apps to others has also allowed all health and fitness providers to improve their services with this information. A great example of this is Nutra Check, the calorie counting app that now uses data from your phone and smartwatch, to manage your required calorie intake based on your energy expenditure each and every day.
Accountability for daily steps and exercise has increased massively upon having access to these results each day: with weekly reports on activity, people can now be more aware of their progress, and if they are on track to reach their targets. Digital wellness is continuing to grow with highly personalised experiences. For example, Headspace has been the leading mindfulness app for years with good reason, offering personalised progress, with tracking of time spent meditating, stress and happiness levels, and sleep quality. Apps like Zero, a fasting platform, also offer personalised insights and advanced tracking to help manage sleep quality and boost energy. This data and feedback together, are helping to build your very own wellness ecosystem, and it won’t be long until the likes of Apple put this all into one space for you to check up on yourself with a summary of your information.
Improving Personal Training Offering Through Hyper-Personalisation
Companies like Firstbeat are already using their heart monitoring technology to give personal trainers, and sports coaches, the ability to provide feedback on the effectiveness of their clients’ training, recovery status, fitness level and stress. This information is vital for trainers to understand the progression of their clients, and how they can improve their programme to help reach their goals more efficiently.
Tracking both sleep and recovery means trainers will be able to restructure their workout plans each and every week. If they have a particularly demanding session planned in the evening with their client, but can see they have been highly stressed throughout the day, with a lack of sleep, they can then re-arrange that session to ensure they are not over-working them. This technology from Firstbeat allows trainers to give personal insights to their clients weekly, whilst freeing up more of their own time, allowing them to take on more clients.
Improving Fitness Businesses
Fitness operators have also seen substantial changes to their offering, with the digital world of fitness growing rapidly during lockdown. More businesses are now able to offer better-personalized experiences both on site, and online. With access to a broad amount of information on each member, operators can now make personalized suggestions based on their activities and attendance.
Keepme.ai, a retention and marketing platform, has taken this to a whole new level. Using AI and machine learning, Keepme.ai is able to give accurate predictions on when members will be likely to leave, which prospects will be likely to join, and which members are likely to want to purchase personal training sessions.
This data is an opportunity for operators to elevate their business whilst offering a hyper-personalized experience to their members, creating meaningful relationships with their members in the long run, which will only improve their retention.
Overview of hyper-personalisation in the fitness industry
Hyper-personalisation in the fitness industry has been accelerated by lockdown, showing no signs of slowing down. Within the first two months of lockdown, we predicted that digital fitness offerings personalising their customer experience, will be the most likely to succeed during and after the pandemic, written in our feature The Future of Digital Fitness.
It’s safe to say that every area of the fitness industry has benefitted from hyper-personalisation and will continue to do so. The data is there for everyone, and now it’s up to businesses, trainers and individuals to capitalise and reap the rewards of information.
If you have an innovative product or service in the health, fitness and wellness industry and want to see yourself on a future trends report, or looking to grow and make your mark on the industry then get in touch with us. We are experts in consultancy, marketing, PR and advertising, so whether you’re a small business or a multi-million pound turnover one, we can help you. Email us: info@action-group.co.uk