Big Data in Fitness

Gyms and health clubs are uniquely positioned to become pivotal players in the global data landscape due to the extensive health data they gather from members, according to a fitness industry executive.

During ATN’s DISRUPT 2024 video series, Stacy Anderson, global president of Anytime Fitness, discussed why fitness brands are well-equipped to collaborate with healthcare firms, corporate wellness platforms, and similar entities to impact large-scale health outcomes significantly.

In the panel titled “Numbers Game: How Data Analytics Can Transform Your Gym,” Anderson and Kristen Coy, director of customer success at ClubOS, explored how gyms can utilize data to enhance their operations and how the rise of artificial intelligence (AI) is making the fitness sector faster and more intelligent.

Data as a Valuable Asset

Anderson argues that gyms, health clubs, and other fitness institutions are strategically placed to become major contributors to the global healthcare ecosystem because of the valuable data they gather from members.

"People give us more information than almost any other sector I can think of," she remarked.

This opens up tremendous opportunities not only for attracting more members but also for contributing to healthcare benefits, workplace wellness, and transforming the fitness industry into a more science-driven, medical, and holistic health-oriented space.

Anderson envisions a future where fitness brands collaborate with health insurance companies to leverage health data.

"Imagine if an insurance provider could partner with an industry capable of predicting health outcomes," she said, emphasizing the potential power of such collaborations.

While some initial efforts are already underway, Anderson also calls for a collective push for better data aggregation and presentation in the fitness industry.

Drawing from her retail background, she underscores the importance of data-driven decision-making, urging organizations like the Health & Fitness Association (HFA) and the International Franchise Association (IFA) to play active roles in this initiative.

The Truth in Numbers

Coy from ClubOS highlights that data can be instrumental in helping gyms and clubs gain deeper insights into their members' behaviors.

Data often confirms suspicions gym owners might have about operational issues but can also uncover unknown problems.

For instance, Coy shared an example of a gym discovering that 95% of its premium memberships were sold in-person rather than online.

This realization prompted them to investigate why and make necessary changes to their online platform.

Data, when effectively utilized within a robust software system, can also help operators identify potential membership churn and take preventive measures.

AI's Role in Enhancing Insights

Coy suggests that gyms harness AI to better interpret their data. AI advancements allow operators to identify patterns and crucial moments in the member experience, such as potential cancellations.

With AI, gyms can quickly analyze vast amounts of data to identify behaviors indicating possible cancellations, enabling timely interventions.

Anderson is similarly optimistic about the potential of AI and encourages the fitness industry to adopt it.

She emphasizes that AI will drastically reduce the time required for tasks, urging operators and staff to stay informed and adapt to these changes by using tools like ChatGPT.

“You need to take a step forward or risk being left behind,” Anderson warned, highlighting the importance of staying ahead in the evolving digital landscape.

Source: campaignme

The opinions shared in the GymNation blog articles are solely those of the respective authors and may not represent the perspectives of GymNation or any member of the GymNation team.