The gym chain Equinox, which operates 67 franchise units in North America and Europe, recently announced the addition of a unique new app that connects to members' wearable devices, tracking their workouts both in and outside the gym.
Data is accessible via a personalised space in the newly revamped website in which members can access their class schedule and, of course, track and quantify their activity in a variety of permutations.
While wearable fitness trackers have become popular, the concept of pairing them with gym use is appealing because professionals are available to provide input that could compensate for the gadgets' shortcomings.
"With our redesigned app and website, we're looking at members' behaviour, in addition to their quantified self-data, to provide them with recommendations, tips and content to inform and improve their fitness routines," said Carlos Becil, Chief Marketing Officer, Equinox.
The app also provides pre-workout planning and nutrition information and allows members to connect with one another to coordinate class selection, create interest groups and set goals.
Becil says he hopes the newly unified digital platforms will provide new motivation to clientele, as well as simplify their lives.
Having this kind of information available on an expert digital platform with access to live professionals is increasingly important for gyms to retain members tempted to turn to low-cost independent apps and wearable trackers for their fitness needs.
Upscale boutique gyms like the Klay Club, of Paris, are adapting their websites to the personalized wireless trend and data tracking fever.
Klay's new site allots members a personalized space providing up-to-date information on class offerings and, using the app MyWellness, they can track the empirical results obtained from workouts on the club's Technogym machines.
While gyms, particularly large chains, have been homing in on apps despite stiff competition from the multitude of independent fitness apps, they often vary by franchise location and have been relatively slow to adapt to the wireless tracking craze. — ©AFP/Relaxnews 2014
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