StepBet is a platform that blends personalized step goals with group competitions and financial incentives. Operated by WayBetter, which specializes in behavior change games, the company believes this innovation can drive long-term behavior change in the fitness landscape. Kerri Walsh, Chief Business Development Officer at StepBet, spoke with Athletech News about how gamification can foster consistency, community and motivation in fitness.

StepBet tailors daily step goals to individual activity levels and incorporates a financial component that makes staying active more engaging. The company has paid out millions of dollars in winnings to users.

“B“By making fitness a rewarding habit rather than a chore, we help individuals stay motivated,” Walsh told ATN. “Our platform is designed to tap into intrinsic and extrinsic motivation—people love the satisfaction of hitting their goals, but the financial incentive gives them that extra push to stay committed.”

Research has shown that financial rewards can be a strong motivator for behavior change, but StepBet wants to ensure that these incentives lead to sustained engagement rather than just short-term participation.

“Our challenges typically range from 2 to 6 weeks, striking the perfect balance between immediate motivation and long-term habit formation,” Walsh said. “We want people to start a challenge and feel that sense of accomplishment, but the real goal is to create a stepping stone for a more active lifestyle.”

She added that StepBet’s dynamic goal-setting model ensures that the challenges remain accessible yet effective. “We take into account a person’s past activity levels and gradually push them toward improvement, making the experience both achievable and rewarding.”

The platform’s setup, where friends invite friends, also helps strengthen engagement and foster long-term participation. This ecosystem makes movement more enjoyable and habitual.

“Community is at the heart of StepBet,” Walsh explained. “Our in-app social features allow users to share progress, exchange motivational tips and hold each other accountable. The camaraderie built through these challenges is what keeps people coming back.”

Beyond motivation, Walsh also sees StepBet as a tool for reshaping how people perceive fitness. “Many people think of exercise as something they ‘have’ to do, but we’re changing that mindset,” she said. “StepBet reframes movement as something fun, social and rewarding.”

Looking ahead, Walsh foresees continued advancements in wearables, AI-driven personalization and interactive social connections shaping the future of fitness.

“We are committed to investing in these areas to stay ahead of the innovation curve,” she stated. “Technology is evolving rapidly and we see a future where fitness platforms like ours become even more adaptive, intuitive and integrated into people’s daily lives.”

She emphasized that StepBet is designed for a broad range of users. “Whether you’re just starting out, a seasoned fitness enthusiast, or simply looking for a new way to stay motivated, StepBet is for everyone. Movement should be accessible, fun and rewarding for all.”

The post StepBet & the Power of Gamification in Fitness appeared first on Athletech News.

Tennis champion and entrepreneur Venus Williams has invested in the walking game. WeWard, the app that rewards over 20 million users for every step they take, has announced Williams as both an investor and ambassador.

The World Health Organization reports that 31% of adults and 80% of adolescents fall short of recommended physical activity levels. WeWard’s reveals that many Americans walk only about half of the daily steps they should, ranking among the lowest in walking activity compared to other developed nations.

In a 50-second video campaign, Venus Williams was seen engaging with the WeWard app—tracking her steps, and celebrating a milestone during a tennis match.

“A large part of staying well and active is simply by moving your body whichever way you can,” Williams said. “With WeWard, walking becomes a fun and rewarding experience, and I’m excited to help inspire people to take that first step towards a healthier lifestyle.”

This partnership is also about giving back; WeWard has pledged an initial donation of $25,000 to CARE, the charity of Williams’s choice, which focuses on alleviating global poverty through improved health, education, and economic opportunities for women and communities. WeWard will also host a month-long “Venus Williams Championship” within the app. Users’ collective steps can unlock increasing donation amounts, potentially culminating in a total donation of $40,000.

Founded in 2019 by Yves Benchimol, WeWard gamifies the walking experience. Users can track their daily steps and redeem rewards ranging from cash deposits and retail gifts to charitable donations. With strategic partnerships with over 1,500 major brands—including names like Amazon, Adidas, and Nike—the app touts an increase of nearly 25% increase in daily walking activity among its global user base. The recent expansion into 20 new countries and achieving over 1 million downloads in the U.S. signal a growing movement toward healthier lifestyles through simple, accessible activity.

 “We couldn’t have found a better partner to help us inspire more people to walk,” Benchimol said. “Venus has been a huge inspiration throughout her multifaceted career, and her energy and advocacy perfectly align with our mission.”

The post Venus Williams Joins WeWard to Push Healthier Living appeared first on Athletech News.

Connected fitness is in flux – at-home brands like Peloton, Tonal and Hydrow have gained impressive followings but the jury is still out on whether they can continue to win new members now that people have returned to gyms and studios following the pandemic. 

Aviron believes it’s found a way to break connected fitness out of its rut: video games.  

Founded in 2018 by Andy Hoang, Aviron makes at-home workout machines including rowers, a bike and a treadmill, all of which allow users to play arcade-style video games while working out. 

If the likes of Peloton, Tonal and Hydrow represent the classic model of connected fitness – instructor-led workout classes for cycling, strength training and rowing, respectively – Aviron offers something new. 

“When you say the words ‘connected fitness,’ people think of classes. That’s synonymous with connected fitness,” Hoang tells Athletech News. “We’re doing it differently. Our unique value proposition is that we’re using gamification.”

The Case For Gamified At-Home Fitness

Hoang got the idea to create Aviron after buying a Peloton back in the day and realizing that while he enjoyed the brand’s classes, they weren’t enough to keep him motivated in the long run. He wanted something that could scratch his competitive itch.

Aviron does offer some instructor-led classes, along with guided scenic rides and the ability to stream content like Netflix while working out, but video games are the brand’s bread and butter. 

On its rowing machines, Aviron offers arcade-style video games including “Row Breaker,” where users smash bricks with every stroke, “Row to Riches,” where users battle pirate ships, or “Blaze Breakers,” where users save a burning building by spraying a water cannon. Similar games are available on Aviron’s Fit Bike and Treadmill.

Games on Aviron are adaptive, meaning what’s happening on-screen changes based on a user’s effort level on the machine. On the Fit Bike, users pedal faster or slower to achieve certain in-game targets, for example. 

Aviron games are available in multiplayer mode, so users can compete online against friends and other fitness enthusiasts for an added layer of competition. Users can also earn Aviron coins for completing workouts, unlock achievements and participate in monthly challenges. 

Aviron believes gaming makes fitness fun and challenging, motivating people to keep working out on its machines. The Toronto-based company might be on to something. Some studies have found that gamification strategies such as points or small financial rewards can encourage people to be more physically active. 

According to Aviron, 92% of its members are still working out on the brand’s machines after one year. The company has also seen 30% growth year-over-year and consistent monthly increases in membership. Aviron currently has around 50,000 active members globally, it reports.

“Our churn numbers and our engagement numbers are always higher than our competitors,” Hoang says. 

Somewhat surprisingly for a gaming fitness brand, Aviron’s customer base is split nearly 50/50 between males and females. And the brand’s core customer demographic is between 35 and 55 years old, so it’s not just Fortnite-obsessed Gen Z kids that enjoy gamified workouts. 

Given the broad appeal of gaming, Hoang believes Aviron has a bigger total addressable market (TAM) than traditional connected fitness brands that focus on streaming workout classes. 

“If you look at the number of people who are interested in instructor-led classes in North America and you can compare that to how many people play video games on their mobile devices, it overshadows it by 400% or 500%,” he notes.

Don’t Write Off Connected Fitness Just Yet

As Aviron looks to compete with the big boys of connected fitness, it will do so in an uncertain market market for at-home workouts. Brands like Peloton and Tonal have highly dedicated user bases but have experienced some financial struggles and executive upheaval since the pandemic subsided. 

Despite some of the negative headlines surrounding connected fitness, Hoang believes the segment is still on an upward trajectory, even if COVID threw a monkey wrench into things by creating an artificially high demand for at-home workouts, causing some brands to grow too quickly for their own good. 

“It’s still a huge market, so there’s a huge opportunity,” he says. “Peloton had raised a billion dollars before COVID even hit, so this industry has (always) been on an upward trend.”

Assuming the market for at-home fitness continues to grow, Aviron could be well-positioned thanks to the first-mover effect. While other brands offer gamified cardio machines, most of them stick to one modality, whether that’s cycling or VR. Aviron, by contrast, covers rowing, biking and treadmill running, giving it access to a wider pool of fitness enthusiasts. The brand also recently introduced dumbbells, adding a strength training component to its lineup in line with industry trends. 

Looking ahead, Hoang says Aviron will look to expand its product lineup to include not just new fitness modalities, but multiple machines for each modality at different price points.  Aviron gave a sneak peek into what may be coming on that front in 2023 when the company launched the StrongGo, a less-expensive version of its flagship rower. 

“We’re going to continue expanding but it’s not just expanding breadth-wise, it’s expanding depth-wise,” Hoang says. “It’s not just expanding your product line horizontally, you need to expand it in a way that you can appeal to people who have huge budgets or people who don’t want to spend a lot.” 

The post Can Gaming Save Connected Fitness? Aviron Thinks So appeared first on Athletech News.

Hertzman and Worthy also speak on Myzone’s origin and the increased understanding of the benefits that come with cooperation between wearable brands in the connected fitness arena. The pair also touch on the importance of doing artificial intelligence (AI) the right way and what Myzone’s future entails.

Watch the full interview for expert commentary on the following:

• Gamification in Fitness
• Building a loyal member base
• Ways to win the connected fitness game

Key Talking Points:

• (0:00 – 1:03 ) Introductions
• (1:03 – 4:02) Making fitness easy an enjoyable
• (4:02 – 8:21) Gamification as a motivator
• (8:21 – 10:50) How Myzone creates community
• (10:50 – 14:01) Going beyond just a wearable
• (14:01 – 16:09) Myzone in connected fitness
• (16:09 – 20:30) Leveraging AI
• (20:30 – 23:41) Enabling consistency with MEP
• (23:41 – 26:59) Looking ahead at 2025
• (26:59 – 27:50) Wrap-ip

The post Fireside Chat: Myzone CEO Jay Worthy on Gamification Trends, Community & More appeared first on Athletech News.

Before boxing legend Mike Tyson and influencer-turned-fighter Jake Paul go at each other in the ring, they and others will get the chance to turn their attention — and fists — toward what might be the world’s smartest boxing bags. 

BHOUT, the Portuguese fintech startup, has partnered with Most Valuable Promotions, a live event promotion brand that’s co-owned by Paul and the promoter/producer for his upcoming bout with Iron Mike. In the days leading up to the fight, which will be available to stream via Netflix on November 15th, Tyson and Paul will partake in open workouts, a press conference and a weigh-in at The Pavillion at Toyota Music Factory in Irving, Texas. There, BHOUT’s artificial intelligence (AI) powered boxing bags will be on display and available to wail on for Paul, Tyson, celebrities, athletes and fans.

BHOUT training bags, dubbed the “boxing bags with a brain,” use sensors and computer vision with AI to track performance, improve technique and avoid injuries. The bags measure users through six key data points: strength, power, accuracy, exertion, number of strikes and technique before giving users a final score. 

“Combat sports are deeply embedded in what we do at BHOUT,” said Mauro Frota, CEO of BHOUT. “For the last decade, we’ve been developing the most exciting and immersive combat esports experience that levels up the way people practice, monitor and improve their fighting skills while also offering a unique entertainment experience.” 

The training bags can identify five strikes per second in terms of location, force and type of strike with over 97% accuracy, according to BHOUT. They represent an impactful addition to the boxing equipment industry, likely to revolutionize the sport on a night that’s expected to do the same. 

“We are changing the game from within and this week’s event is just the tip of the iceberg for us and for everything we can do in the sports and entertainment industry,” Frota added. “To be a part of a historic moment such as the Paul VS Tyson fight is beyond our wildest dreams as a startup still making its way to the top.”

BHOUT’s involvement promises to draw an increased level of attention toward itself and its products. Sports Illustrated’s Chris Mannix, who covers both Boxing and the NBA, claimed on a Boston sports radio show that the fight itself could generate 40-50 million viewers. BHOUT and Most Valuable Productions believe they can exceed that with ease, expecting an audience of 280 million to tune in.

With or without Paul and Tyson, BHOUT is poised for future success. The brand raised €10 million ($10.7 million) in seed funding last autumn. It also just won the KPMG Tech Innovator Award for 2024.  

BHOUT’s deal with Tyson and Paul represents another sign promoting gamification’s future in fitness as well. There’s significant scientific evidence supporting the concept’s effectiveness in spurring retention and promoting a healthier lifestyle for users. Fitness brands such as Orangetheory, EGYM, Zwift and countless others have been quick to catch on. 

The post Jake Paul and Mike Tyson’s Netflix Fight to Feature BHOUT Bags appeared first on Athletech News.

For most people, fitness isn’t fun. This cold, hard truth has long hindered the fitness industry’s collective efforts to get more people involved in working out. 

Gamification, the practice of incorporating gaming elements like leaderboards and points systems into activities including workout classes, has emerged as a core strategy for fitness brands looking to get Americans off the couch and into the gym or studio. 

Fitness brands like Orangetheory and Zwift have sought to gamify fitness in recent years, and for good reason – studies have shown that gamification can be an effective tool for driving workout motivation.

Other brands are getting in on the action, too.

Amid this backdrop, Athletech News spoke with three leading boutique fitness brands – Pvolve, Hotworx and CycleBar – to get a sense of how they’re incorporating gamification elements to drive member engagement.

Pvolve Eschews Competition for Community 

Pvolve, a functional fitness brand that’s expanding across the country at breakneck speed, has made gamification a key part of its growth strategy. 

Jill Brand, Pvolve’s head of brand, tells Athletech News that Pvolve uses gamification to do two main things: drive accountability and foster community. 

“For us, gamification is less about all the gadgets and the bells and whistles of tech,” Brand says. “We think about it much more as, ‘What do people need to work out?’ ‘What’s really going to drive and motivate them?'”

To drive accountability, Pvolve runs participation-based challenges throughout the year, rewarding members for completing workouts either online or in person. 

Jennifer Aniston, a Pvolve member and brand ambassador, designed a recent challenge that culminated in one member winning a free trip to Los Angeles to train with Dani Coleman, Pvolve’s head trainer who also serves as Aniston’s personal trainer. Other challenges see members win prizes like custom-designed Pvolve apparel. 

To foster community, Pvolve has created WhatsApp groups that are exclusive to challenge members. In the groups, members can connect with each other, share motivational stories and receive tips from Pvolve trainers. The group created for Aniston’s challenge featured over 1,000 people, some of whom opted to arrange in-person meet-ups. 

“We’re seeing that people are so engaged that they’re even meeting up in various communities, on their own, completely self-generated,” Brand notes. 

Pvolve chooses to stay away from the more competitive aspects of gamification, like in-studio leaderboards that track physical performance metrics. The functional fitness brand has found that its members respond better to participation challenges. 

“Our member is much more just looking to move her body and hold herself accountable,” Brand says. “So we haven’t gone the competitive route.” 

For Hotworx, Gamification Has Been There Since Day One

Hotworx is best known for its distinct approach to boutique fitness, offering classes like yoga and cycling inside an infrared sauna room that’s heated to 125 degrees Fahrenheit. It’s also known for gamification.

Through the Hotworx app, members can track how many calories they burn in each class, competing against fellow members nationwide in leaderboard-style games. 

Challenges last for 90-day periods, during which members can progress from level one to seven (Warrior level) based on how many calories they burn. Members can earn rewards, including up to $100 in perks that are redeemable for Hotworx merchandise or supplements. 

Hotworx opened its first studio in 2017, growing rapidly through franchising. 

“We’ve always had a leaderboard from the time we had one location; now we’re at 700-plus,” Hotworx founder and CEO Stephen P. Smith tells ATN. “It’s still a big part of members’ experience when they’re able to compete against members of the studio where they joined, or members of studios nationwide.”

Hotworx tracks calories burned over metrics like heart rate because Smith says calories are the best barometer of how hard people are pushing themselves during class. 

“The easiest indicator of a great workout is how many calories you burned, (which shows) how intense you performed during that time,” he says, noting that Hotworx also tracks “afterburn,” or the number of calories members burn in a one-hour period immediately following their workout session. 

Hotworx views gamification as a motivational tool, encouraging members to come to class in the first place and then work out as hard as they can once they’re inside the sauna room. 

“If you’re working out by yourself, it takes a really off–the-chart, self-motivated person to have the same level of intensity … as opposed to external motivation,” Smith says. “So gamification in that way, having the competitive energy, is always going to give you a better workout.”

Hotworx’s approach to gamification is paying off: Smith reports that the brand has a 98% usage rate on its app, driven in part by members competing in calorie-burning challenges. 

CycleBar Strikes a Balance 

CycleBar, an indoor cycling brand under the Xponential Fitness umbrella, aims to strike a balance between healthy competition and fun with its approach to gamification. 

The indoor cycling brand offers ClassPoints, which sees members earn points from attending classes. This encourages attendance while avoiding competition that could turn off some members, especially newbies. Members can earn bronze, silver and gold badges based on the number of ClassPoints they accumulate. 

For its more competitive riders, CycleBar offers CycleStats, a program that tracks and measures six key performance metrics. Nate Chang, CycleBar’s chief marketing officer, tells ATN that some CycleBar members compete in outdoor bike races, so they appreciate a more in-depth look into their performance. 

“We’ve found that gamification makes the workout more interactive and, of course, enjoyable, encouraging ongoing participation and class attendance,” Chang says. “Obviously, there’s a motivation component to that as well”.

CycleBar also participated in Walk to Win Porsche, an Xponential-wide contest during which members could earn points for taking Xponential classes or walking 5,000 steps per day. The winner of the competition, Guang Zhu, was a CycleBar member who completed 140 classes during the challenge period. Besides winning a custom Porsche Taycan, Zhu enjoyed the process so much that he’s now studying to become a certified CycleBar instructor. 

“That’s definitely a great example of how CycleBar, as well as Xponential Fitness, uses gamification to motivate participants to adopt a long-term healthy lifestyle,” Chang said. 

Similar to its boutique-fitness peers, CycleBar views gamification as a tool to drive member engagement and retention in the long run. While it does offer a competitive element through CycleStats, the indoor cycling brand doesn’t go too far down the competition path. 

“Anything that we’re putting out there from a gamification standpoint, we want to ensure that it’s enhancing the fun aspect of fitness as well as the motivation without creating a cutthroat environment where it’s like, ‘If you’re not in the top 10, you’re a loser,'” Chang explains. “We want to focus on the benefits of achieving goals and bringing that community support rather than intense competition.”

The post How Top Boutique Fitness Brands Are Embracing Gamification appeared first on Athletech News.

If you’re looking for a fun, affordable and tough twist on connected fitness, look no further than Aviron’s “fitness entertainment” rowing machine

Aviron was founded by Andy Hoang in 2018, who saw the potential to bring gaming psychology and design to the connected rowing space.

Instead of merely launching a connected rowing machine with virtual leaderboards and stats, Aviron focuses on what it calls “fitness entertainment.” The company offers program categories that include virtually competing against Olympians, instructor-coached classes, and video game-style classes. Aviron applies science to make gameplay fun and addictive for extra consumer motivation.

In a post-pandemic era when connected fitness is facing challenges, can Aviron keep consumers’ attention?

Athletech News put the Aviron Strong Go Rower to the test to find out.

Pros

The Aviron Strong Go Rower has done the seemingly impossible: make tough workouts fun. The rower combines workout and leisure time while still providing a challenge. Unlike many virtual reality (VR) workouts, which entertain but are not targeted to serious athletes, Aviron delivers on both.  

Aviron offers games like “Row Breaker,” where users smash bricks with every stroke, “Row to Riches,” where users battle pirate ships, or “Blaze Breakers” where users save a burning building by spraying a water cannon. The games are reminiscent of old-school arcade games but are designed for a high-res screen.

The app also gives users extensive streaming options, like YouTube, Max, Disney+, Hulu, Spotify, and more. Those looking for a virtual getaway can row through cityscapes or tropical paradises.

What stood out most about Aviron was the sheer variety of offerings. I could “compete” in a race against an Olympian or race against a past version of myself, or I could merely watch a favorite show on Netflix as I worked out. The brand accepts and caters to all levels of workout motivation. 

Although the rower caters to all motivation levels through its entertainment offerings, it remained a difficult workout. I’m a very active person but I was exhausted after just twenty minutes of working out with the Strong Go Rower, even on its easier levels. What I enjoyed most about the workout was that it was extremely time-efficient, perfect for busy professionals or those looking to shake up their routine. Because rowing is a low-impact, full-body workout, I felt sore but not strained post-workout. 

The Strong Go Rower is affordable compared to many at-home rowers at only $1599 (on sale for $1299 at time of publishing). Competitors like the Hydrow Wave Rower are similarly priced but lack the gamification features that make Aviron special.

Aviron’s rower is beautifully built, made with premium steel and aluminum. The cushioned, high seat was surprisingly comfortable, and the adjustable straps were secure. The rower combines both air and magnetic resistance and, as a result, is extremely quiet. Despite its price point, the Strong Row Rower seems like a premium offering, even though it lacks a built-in screen. 

Using a separate iPad did not impact my experience on the rower compared to competitors with a built-in screen. My device connected very easily to the rower, and the lower price felt very worth the added step of mounting an iPad or iPhone. Aviron’s app even works whether or not you have an active membership, which is generous compared to many other connected fitness brands, which push subscription memberships. The membership is $24/month, a fairly standard price for fitness subscriptions. 

The Strong Go Rower’s leaderboard feature also encourages accountability and engagement. Like many other connected fitness offerings, it shows users their standing compared to others. Unlike many competitors, it takes the leaderboard gamification to the next level with virtual racing against other users and tailored challenges to one’s fitness level and goals. I particularly loved the tailored challenges, which provided extra boosts during tough workouts. For example, it would offer bonus points if I could reach a particular speed for 10 seconds. Aviron also tracks one’s progress and reminds users of their growth for extra motivation. 

Cons

For users who enjoy the traditional, instructor-led class format, Aviron might not be the best fit, as it is more focused on the gamification and entertainment angle. The brand does offer classes, but its product library is more limited than those of some competitors. The instructor-led classes also do not have as high a production level as those of competitors like Peloton. 

Although the rower is compact, at only an 84” length and 27” width, it does not fold up like some competitors. Depending on space restrictions, this might bother those in smaller apartments. 

Final Thoughts

The Aviron Strong Go Rower is a fantastic choice for those who want an engaging and dynamic workout option at an affordable price. 

Read more ATN Product Reviews here.

The post Product of the Week: Aviron Strong Go Rower Makes Tough Workouts Fun appeared first on Athletech News.

Gamified, point-earning strategies and small financial incentives can encourage increased physical activity, especially when the two are combined, according to new research. 

An 18-month study presented this month at the American College of Cardiology’s Annual Scientific Session examined the effect that earning points or small amounts of money had on the physical activity of people who either have cardiovascular disease or are at high risk.

“This is one of the largest and longest-duration randomized trials of a home-based intervention to promote physical activity,” said Alexander Fanaroff, MD, assistant professor of medicine at the University of Pennsylvania Perelman School of Medicine and lead author of the study.

“Our findings show that interventions based on techniques from behavioral economics can achieve and sustain increased levels of physical activity in a population with risk factors for cardiovascular disease and could be another tool to help reduce cardiovascular risk,” Fanaroff added.

Inside the Study

The study’s 1,062 participants (with a median age of 67) were given a wearable device to track their daily steps and choose an increased step goal before being assigned to one of four groups: control, gamification, monetary reward or a combination of gamified points and small sums of money.

The control group only received daily text messages notifying them of their daily step count from the day before, whereas those in the gamification group participated in a weekly game where they received 70 points weekly. They would retain their points if they met their step goal, but if they didn’t, they’d lose ten points.

Those in the financial incentive group received $14 in a virtual account weekly. Each day they didn’t meet their step goal, they’d lose $2, but the balance would remain static if they met their goal. The combination group received both the gamified points experience and “loss-framed” financial incentives. Like the control group, the intervention participants received daily text messages on their status and a note of encouragement.

“In all three intervention arms, we observed an increase in daily steps of about 10% more than control from a baseline of about 5,000,” Fanaroff said.

The takeaway, though, is that the combination of earning points and small sums of money prompted participants to not only increase their daily step count but sustain the increase for a year, according to the study’s researchers. 

“The gamification and financial incentives interventions were equally effective, but the combined intervention was significantly more effective than either intervention alone,” Fanaroff said.

Numerous companies have leaned into fitness gamification as a motivational and engagement tool including Quell, Zwift and Supernatural, a popular VR fitness app from Within that Mark Zuckerberg and Meta acquired after a battle with FTC.

Move It or Lose It?

The study’s findings also spell good news for apps like DietBet, WayBetter and HealthyWage, which use cash payouts as an incentive towards weight loss goals. Another company, Sweatcoin, rewards users for walking and running with a digital currency that can be spent on various products or donated to a selected charity. 

Users of such platforms typically place a bet that they will lose a certain amount of weight within a set time frame. If they hit their goal, they get their money back, but they can win more if they go above their goal. However, if they don’t meet their weight loss goal, they will lose their initial bet. The majority of financially incentivized weight loss apps also have group contests available where participants encourage one another, and winners split the pot. 

“Weight Wagering” apps are not without criticism. They have come under fire from dieticians who say they can promote unhealthy eating and excessive weight loss in a short amount of time while also questioning the long-term sustainability of weight loss that’s been motivated by a money-driven contest.

Other apps, like Achievement, take a more holistic approach — allowing users to earn points for physical activities or even meditation and sleep. The points can then be redeemed for a cash reward.

Read the full study here.

The post Gamification, Financial Rewards Drive Workout Motivation, Study Shows appeared first on Athletech News.

Those looking to add a little magic to their workouts should look no further than Supernatural, available on the Meta Quest

After two years in development, virtual reality (VR) fitness app Supernatural was released in April 2020, coming just at the right time as the world went into lockdown amid COVID-19. Despite being stuck in their homes, users could be transported to exotic locations for their VR workouts.

The Supernatural app, designed for the Meta Quest, uses human trainers who guide users through rhythm-mapped exercises in settings like Cairo, Egypt, the Moon, and the rolling hills of Scotland. Co-founders Chris Milk and Aaron Koblin created Supernatural to help users fall in love with working out.

Athletech News put Supernatural to the test to see how the VR workout app compares to its competitors. 

Pros 

Supernatural is one of the most engaging, fun workouts I’ve tested. The app offers boxing, flow, meditation or recovery classes. “Flow” provides a virtual visual of a lightsaber that’s almost reminiscent of swinging a baseball bat in different directions, while “boxing” involves more standard punching and jabs. To signal arm movements for flow or boxing, buoy-like animations appear on-screen indicating which arm and which direction (up, down, right or left) to move.  In tandem with the arm movements, triangles of different shapes appear to indicate where to squat (left, right, or center).

Supernatural’s training sessions provided an easy-to-understand tutorial on how to flow and box to learn the app’s signals. Coaches are encouraging but not overbearing, striking a great balance between allowing users to enjoy the workout experience and providing instruction. 

Supernatural is a true rhythm-based workout, and its music selections were extensive and impressive. The app had everything from Disney to Lil Wayne-themed classes. Unlike many apps, which do not invest in music licensing, Supernatural clearly prioritized featuring musical hits that different generations would enjoy. I also noticed that the arm and leg movements were perfectly tailored to not only a song’s rhythm but also its musical phrasing and climax. I found myself reaching for the product over and over for entertainment purposes. 

The app also scales well in difficulty—although I am very active, I found the most difficult “Hard” level workouts too challenging at first. The coordination required to pair the arm movements and the squats takes practice. The speed is also no joke—I found myself sweating just minutes into the higher-level difficulty workouts. 

Supernatural’s gamification features are present but not overwhelming. It does show you tracked stats and “streaks” of hitting targets, but they are not the main focus of the visuals. Instead, it feels like a mostly distraction-free world where the movement comes first. Users can also connect a smartwatch to track their heart rate data. 

The app’s other classes are meditation and recovery, which include mindfulness and stretching, respectively. One amazing feature of the meditation classes is that they instantly transport you to a serene location, such as the middle of a beautiful lake. I found this enhanced my ability to relax and be present during the sessions. 

Cons 

Similar to most virtual reality workouts, the headset can get foggy and sweaty during tough workouts. However, because the sessions are only a maximum of around 20 minutes long, the slight discomfort is generally manageable. 

For those who are focusing on building strength, Supernatural does not allow for the use of dumbbells during workouts, unlike some competitors. Coaches also play less of a visible role in classes. Outside of their introduction and warmup, Supernatural coaches’ instructions are mainly through a voiceover. While some might want the visual presence of a coach, I enjoyed being able to focus on the settings, the movement and the music, as it felt more like working out outside than at home.  

Also, the workouts are not necessarily low impact—although modifications could be taken, the squats and quick arm movements might not work well for those with injuries. 

Final Thoughts

Supernatural is best for those hoping to become more active through music, immersive settings and engaging coaches. Coming in at just $9/month, or $99 annually, it could be the perfect niche for those who hate other workout classes and need the promise of genuine fun to get themselves moving.

Even as someone who has a regular workout routine, I found myself working out more because the classes felt more like a game than a chore. 

Read more ATN Product Reviews here.

Correction: The Supernatural app costs $9/month, or $99 annually. A previous version of this article stated that the price was $19/month.

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Life Fitness is taking the next step in its push into functional training. The equipment giant is partnering with Pavigym, a provider of fitness flooring and interactive solutions, to enhance its LFX small group training spaces with thrilling visuals, cutting-edge monitorization and elements of gamification.

The agreement also includes integrations with Pavigym’s Bootiq software.

“Gyms are increasingly investing in creating differentiated training activities, with a special focus on functional training, strength and versatility,” said Anthony Radek, Life Fitness senior product director. “To take these experiences to the next level, Life Fitness works closely with strategic partners, like Pavigym, to produce the best solution for our customers and their exercisers. By integrating the Bootiq software into our LFX solution, we are creating new opportunities for our mutual customers.”

Life Fitness introduced LFX last year, its comprehensive functional training experience that combines equipment packages with programming, education and digital experiences to give facilities an all-in-one solution for running small group exercise classes. The launch comes as strength and functional training surge in popularity.

The Life Fitness x Bootiq partnership takes things up a notch with ambient lighting, multimedia, training program management, music and elements related to exercise monitoring devices such as screens and heart rate monitors. The Bootiq software integrates with several top heart-rate monitors.

“We have helped many trainers create immersive experiences in their clubs, and in most cases, this change drives new sources of revenue and the acquisition of new clients,” said Alejandro Pérez Candela, Pavigym product director. “Bootiq is the only software on the market capable of seamlessly handling all aspects of group functional training.”

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Body Fit Training (BFT), the Xponential Fitness-owned group strength and conditioning brand, has named former F45 Training executive Duncan Cork as its new president as it gears up for North American expansion.

The global fitness brand just opened its 300th global studio, in Barcelona, a milestone that gives the Australia-born BFT a presence in nine countries including New Zealand, Singapore, the U.K., Hong Kong and the U.S.

In the States, BFT opened 30 studios last year and has hundreds of signed franchise agreements to develop new studios, according to the brand.

“Body Fit Training is best-in-class when it comes to strength training and boutique fitness, and I am looking forward to ushering in the brand’s next phase of growth and evolution as president,” said Cork, a franchising veteran and former F45 exec. “The importance and benefits of strength training and conditioning are being recognized in the industry, echoed by its growing popularity across the world.”

Cork replaces Lou DeFrancisco as BFT president. DeFrancisco, who served in the same role at StretchLab before joining BFT, will now become president of Lindora, Xponential’s most recent acquisition.

BFT’s 50-minute, science-based and coach-led classes are designed into eight-week progressive training blocks that combine strength training and conditioning work to deliver results in a group setting. The concept has been recognized for bringing gamified workouts to strength training using heart-rate tracking technology.

Xponential acquired the Australia-founded brand in 2021 and is looking to grow BFT into its next boutique fitness success story as strength training surges in popularity.

As Cork puts it, BFT represents the “gold standard” in its modality of fitness, and he is eager to grow the brand in the U.S. 

“Alongside our talented franchise partners and backed by Xponential, BFT is set to reach hundreds of thousands of new members and communities, building stronger, longer lives together,” Cork said.

The post Xponential Hires Former F45 Exec as BFT President appeared first on Athletech News.

Hapana is adding to its gamification arsenal, launching a new “challenge” app feature for boutique and group fitness studios. The all-in-one fitness software provider is partnering with Strong Pilates, helping to launch the Australian brand’s inaugural “Feel Strong” running challenge that goes until March 26th.

With the challenge feature, Hapana now allows operators to stoke the competitive fires of their members, spurring engagement and retention. 

The platform allows boutique fitness studios to set up group challenges either with fixed time frames, like Strong Pilates has done, or via a purchase-based start for individual enrollments. After that, operators can add goals or levels for members. Screens illustrate progress along the way, tracking metrics and displaying them with visually captivating graphics. Users are also permitted to share their achievements across social media.

“Challenges are essential for boutique and group fitness studios, fostering engagement and member retention,” said Jarron Aizen, CEO and founder of Hapana. “Existing software solutions haven’t kept pace with evolving market dynamics, and Hapana is here to bridge that gap. We are proud to offer the best member app in the market, continuously innovating while other providers lag behind.”

As gamification often does, Hapana sees the launch of challenges as an opportunity to give gym-goers more in terms of helping them reach their fitness goals. That leads to benefits for operators as well. 

“The challenge app, with the potential to engage thousands of members simultaneously, empowers them to track their progress, hold themselves accountable, and stay motivated – not just for challenges, but also for trials and overall fitness goals,” Aizen added. “This fosters a sense of community for our customers, ultimately driving member conversion.”

Having gotten the first crack at the feature, Strong Pilates was quick to agree. 

“Hapana’s challenge capability is game-changing for our business, and we are incredibly grateful to the Hapana team for delivering this innovative solution,” said Michael Ramsey, co-founder of Strong Pilates. “The challenge app is not just a feature; it’s a powerful tool to engage our members, welcome newcomers and ultimately convert them into loyal members of the Strong Pilates family.”

This launch represents another win in what’s already been a successful past five years for Hapana. Since moving its base of operations from Sydney to the United States in 2018, the software provider has twice doubled in size, partnering with top brands like F45 Training, Body Fit Training (BFT) and Gold’s Gym alongside Strong Pilates. 

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Boutique fitness is more popular than ever, but the industry has at times been criticized for relying on fads and flash more than sustainable, effective workout routines. 

No one can level that line of criticism against Body Fit Training (BFT), the fast-growing boutique fitness franchise established in Melbourne, Australia, by Cameron Falloon, a decorated strength and conditioning coach who once served as Princess Diana’s personal trainer. 

Inspired by his time training professional athletes in the Australian Football League (AFL), Falloon created BFT in 2017 to bring strength and conditioning principles like progression, periodization and program design to the world of group fitness. The idea behind BFT, Falloon says, was to give everyday people access to the same elite-level strength and conditioning tools as AFL athletes, scaled for ability level and time constraints. 

“I found that there was a lot of sameness in the (boutique fitness) industry, and I didn’t see a lot of consideration around periodization or progression or really spending time on things like exercise selection for different individuals, like you would with an elite athlete,” Falloon tells Athletech News of market research he did before launching BFT. “How could I bring (my) knowledge and experience and make that accessible to the mainstream?”

Falloon was onto something. BFT has quickly spread across the globe with 290-plus studios open and 720-plus franchise licenses sold across several continents. Boutique fitness franchisor Xponential Fitness acquired BFT in late 2021 and has begun rapidly expanding the brand in the United States, having already sold almost 300 licenses in North America.

A lot of planning, technology and time has gone into making BFT workouts effective, scalable and engaging for members. But at the end of the day, Falloon believes the concept’s popularity is rooted in its focus on results above all else. 

“We get too caught up in trends as an industry, versus delivering the basic fundamentals at a really high level,” he says. “I think once you get that right, then you can start to explore and maybe get a little bit more experimental.”

Inside a BFT Workout

BFT workouts are modeled after the strength and conditioning programs Falloon devised for AFL clubs like Geelong, Port Adelaide and the Western Bulldogs, but scaled to be safe and accessible for everyday people. 

Currently, BFT offers 14 different strength and conditioning classes, each of which lasts 50 minutes and is scientifically designed to help members burn fat and build muscle while getting a full-body workout. Classes are performed in groups of around 36 people and include some combination of compound weightlifting exercises like deadlifts, bench presses and kettlebell swings, bodyweight movements like box jumps and pull-ups, and cardio work including running, cycling and rowing. The specific mix of exercises depends on class type.

Importantly, every BFT class is structured around an eight-week cycle, which allows members to measure their progress over time, just as pro athletes would during their training. Programming for each eight-week training block is carefully devised by BFT at the corporate level, and standardized programs are sent to every BFT franchise owner across the globe.

This ensures consistency, although Falloon says BFT empowers its coaches to modify or substitute certain movements to tailor the workout to the ability levels of individual class members. 

“If a member has poor range of movement in their shoulder or they’ve got some shoulder impingement, we’re not going to force them to do a military press like everyone else is doing in the class,” he explains. “We give (coaches) the tools to be able to scale that to the individual.”

Gamification Meets Strength Training

A highly calculated approach to program design isn’t the only thing that sets BFT apart from its competitors in the boutique fitness space. The strength and conditioning franchise is highly innovative in the way it uses heart-rate-tracking tech to gamify workouts, including strength training. 

Looking to drive member engagement, Falloon and his team created BFT³, a proprietary heart-rate tracking system that rewards members who get their heart rates to within specifically prescribed zones based on that day’s workout type. 

“There’s a lot of fantastic heart-rate products out there, but the gamification side of it is really lacking because they’re only ever rewarding a higher heart rate,” Falloon explains, noting that for strength-training exercises like a deadlift, the goal isn’t to get your heart beating as fast as possible, but to get to within a certain range that’s deemed optimal for the amount of weight lifted and reps being performed. 

“We’ve actually been able to use heart rate to gamify strength training, which is a world-first,” Falloon says.

During class, BFT members can see their heart rates displayed on-screen. Once class finishes, a leaderboard is displayed and members are rewarded with Gold, Silver or Bronze medals based on how close they got their heart rate to the target zone.

“It’s an instantaneous reward that creates community and a talking point,” Falloon says of BFT³ and the leaderboard approach. “You see people as soon as they finish a session, they’re high-fiving, staring at the screen waiting to see if they’ve got their gold medal.”

BFT also bakes other gamification features into its app to drive long-term engagement. For example, members earn status levels for in-class achievements, starting out as a rookie and progressing all the way to immortality, a journey that takes around six years to complete. 

The gamification features seem to be successful at driving member engagement. On average, BFT members attend class four to five times a week, which is significantly higher than the average for the boutique fitness industry, which hovers around two to three visits a week.

Global Expansion Plans

Falloon tells ATN that when he launched BFT back in 2017, the goal was to build a global brand.

Today, BFT has over 720 locations sold and more than 290 studios open, with a presence in countries including Australia, New Zealand, Singapore, Hong Kong, Malaysia, the U.S., Canada, the U.K. and Spain. 

In the U.S., BFT is well on its way to becoming a household name in boutique fitness. Since acquiring the brand in 2021, the Irvine, California-based Xponential has been rapidly expanding BFT’s footprint in North America.

Looking ahead, Falloon says he and Xponential share the same growth strategy in the U.S. and across the globe.

“We’ve got a common goal to have no ceiling on our growth but at the same time, don’t compromise the core product or the financial well-being of our franchisees,” the BFT founder says.

This article has been updated with clarifications on BFT’s expansion plans and global studio count.

The post How BFT Built a Global Strength Training Power appeared first on Athletech News.

Treadmills are officially coming to Wahoo Fitness, promising to take users and the company itself down new paths in 2024. 

The indoor and outdoor fitness supplier will launch the Kickr Run Smart Treadmill in the United States within the coming year and globally by 2025. With lines of smart bikes, wearables, and other fitness accessories up until this point, this resembles a groundbreaking move with the Kickr Run being a first-of-its-kind product for the Atlanta-based Wahoo Fitness. 

The software within the treadmill is equally forward-thinking. The Kickr Run includes a new sensing system called “Run Free Mode,” which allows users to change pace in a hands-free manner. High-speed motors react within milliseconds to a user’s position on the running platform to naturally adapt to changes in speed. This allows runners to undergo a seamless cardio exercise experience where their feet dictate their pace rather than a series of buttons. 

“I have been working behind the scenes with a very talented group of Wahooligans developing Kickr Run for over 7 years – so I am delighted to see it come to market,” said Chip Hawkins, founder of Wahoo Fitness. “As passionate runners – we wanted to create the most realistic experience and create a tool that helps people improve, become better athletes and achieve their goals. The Kickr Run will revolutionize indoor running, in the same way that the Kickr did for indoor cycling over a decade ago.”

Gamification & More

The treadmill also features Zwift Run, a gamified mode that allows users to feel changes in gradient while trotting down virtual pathways. This, alongside innovative lateral tilting capabilities, installs a more accurate simulation of an outdoor running environment from within the comfort of your own home or facility. 

Wahoo’s heart rate monitors, smartwatches and other accessories also connect to the Kickr Run to back the product with as much tech-enabled support as possible. USB ports to charge devices, WiFi connectivity and a port for a hardwired connection are available as well. Even the little things, such as water bottle holders spaced around an integrated laptop, are covered.

The Kickr Run will make its first public appearance at the Boston Run Show on Saturday, January 27th, 2024. Live demos will run through that weekend.

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San Francisco-based Talofa Games has raised $6.3 million in seed funding for its mobile fitness and future initiatives, after garnering over ten million downloads for its free app, Run Legends.

The funding round was led by Chamaeleon and included participation from A16Z Games Speedrun, Basis Set Ventures, Insight Partners and 1Up Ventures.

Founded in 2019 by CEO Jenny Xu, a marathon runner and fitness enthusiast, Talofa Games recently launched Run Legends 1.0, a narrated competitive fitness game.

Using a gamified approach, Run Legends encourages players to take the game outside, opting for running or walking. Unlike other immersive games, Run Legends doesn’t require a high-priced headset — headphones, supportive shoes and comfortable clothing are all that are gently suggested to enjoy the fitness game. 

The interactive game consists of engaging “missions” and allows users to set their own pace as they play alone or alongside their friends, unlocking rewards and new missions. The pace is entirely self-directed, with players able to speed up or slow down to change their skill to combat enemies they encounter along the way. Although they are enemies, the characters are humorous — with players running into a “hyper-competitive Chad,” a quite muscular and rage-filled enemy. 

Aside from its entertainment and fitness value, Run Legends is notably easy to launch and user-friendly. The app also allows users to enable step tracking and opt to receive notifications for in-game events and to claim rewards. 

“I began making games when I was 12. Today, we’re announcing Talofa’s $6.3M funding!” Xu posted on LinkedIn.

“Having shipped over 10 games like Animatronic Jumpscare Factory and Five Tries At Love as a teen, I dreamed of combining the two things I love the most (fitness and game development!) into something bigger,” she continued. “As a long-distance runner that heard so often that running ‘sucks’ or is boring and painful, I set my sights on creating a game experience that makes not just this activity but other forms of wellness compelling and accessible.”

While Run Legends uses a relatively simple concept, it’s had impressive health benefits for its players.

“We’ve had players telling us they lost five or 10 pounds in a single month. So I think just the impact has been pretty clear,” Xu told VentureBeat. “Fitness and gaming do not need to be mutually exclusive, and we are extremely proud to build a game that enables players to improve their health while having fun and playing with friends. We look forward to working with our players to scale this new social fitness experience and create a happier, healthier world.”

Talofa is now searching for a senior product manager to join its team, the company has said.

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Meta Quest and Puma have collaborated to host virtual and mixed-reality events at Puma store locations in Germany to extol the benefits of “the world’s smallest gym” — one without membership contracts and crowds.

The experiential concept allows guests to explore the diverse workouts offered by Meta Quest 3 and select from a variety of fitness experiences, including HIIT, boxing, Zumba, yoga and more. The immersive VR and MR workouts are held within a specially designed 2m x 2m space.

“It’s January and gyms are notoriously crowded,” wrote Stephania Silveira, group creative director of Reality Labs at Meta. “To demonstrate that you don’t need a lot of space or equipment for a great workout anywhere, Meta Quest teamed up with Puma Group to create ‘The World’s Smallest Gym’ – pods in high-footfall areas across Berlin, where consumers can try a range of curated fitness experiences.”

Supporting the engaging Meta Quest x Puma pop-up is NBA player and Puma athlete Dennis Schröder, who is praising the “World’s Smallest Gym” on his social media pages and encouraging consumers to book a session at Puma to give Meta Quest 3’s VR and MR fitness offerings a whirl.

The Meta Quest x Puma events will be held at Puma’s store in Berlin until February 3, in the East Side Mall until January 26th and in the Mall of Berlin from January 29 to February 3. Training sessions last around 15-20 minutes.

Fitness Brands Embrace Meta Quest 3

Meta has heavily invested in VR fitness, beginning with its successful battle with the FTC to acquire Within, maker of popular VR fitness app Supernatural, for a reported $400 million. 

The release of the new Meta Quest 3 headset, which dropped in late 2023, showed advancements in virtual fitness along with mixed reality capabilities like full-color passthrough and natural depth perception so users can incorporate accessories such as weights into their fitness experience.

Xponential Fitness recently joined the Meta Quest 3 platform, bringing three of its most popular studio brands – Club Pilates, Pure Barre and StretchLab – to the virtual world.

“As these technologies become more mainstream, we’ve seized the opportunity to enhance immersion while maintaining the efficiency of 2D digital fitness,” Garrett Marshall, Xponential+ president, told Athletech News. “Unlike typical VR fitness games, the Quest 3 headset’s technological advancements empower us to deliver proven workouts from leading fitness brands, all while harnessing the best virtual and social features.”

Les Mills has also signed onto Meta Quest 3 with XR Bodycombat, a mixed-reality martial arts fitness game where players can blend their real-life environment with a virtual training space.

FitXR is also taking advantage of Meta’s advancements with the recent launch of Slam, adding to its robust line of multiplayer workout studios across Box, Dance, HIIT, Sculpt, Combat and Zumba.

Sam Cole, FitXR founder and CEO, told Athletech News that the gamification of Slam allows FitXR to reach “an entirely new group of users who are anxious about exercise, and young people who are addicted to sedentary gaming.”

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FitXR, a virtual fitness platform featuring a range of workout classes, is leaning into gamified fitness with the launch of Slam, a new immersive mixed reality (MR) game with passthrough capabilities that customize to a user’s surroundings.

The latest offering joins FitXR’s six other multiplayer workout studios, Box, Dance, HIIT, Sculpt, Combat and Zumba, which launched last November in partnership with the iconic dance fitness brand. FitXR showcased Slam on Wednesday during CES 2024.

Available on Meta Quest and Pico XR headsets and using spatial sensing algorithms that can convert any room into a 3D game, Slam users can embark on an adaptable, active gaming journey with two modes — timed or survival.

For those who want complete control over their workout — from difficulty, duration and music — Slam’s timed version is ideal, challenging players to hit as many cues as possible in a selected time. Players who want a truly game-like experience can select survival mode, a challenging experience where they are encouraged to give it their all to hit cues in less time as the game becomes gradually harder.

“The gamification aspect of Slam has allowed us to reach an entirely new group of users who are anxious about exercise, and young people who are addicted to sedentary gaming,” Sam Cole, FitXR founder and CEO, told Athletech News.

MR Fitness Offers Many Possibilities

While he notes extended-reality (XR) fitness has been largely concentrated on cardio, Cole says FitXR is excited about the opportunities that mixed reality, which blends the physical and digital worlds, to other types of fitness like strength and mobility. 

Having passthrough capabilities helps break down the barrier between the headset and the user, enhancing the overall experience, explained Cole.

“We know that often people are working out in an environment that’s not as inspiring and would prefer a fully immersive environment,” he said. “But for many, it’s important to still have a view of their surroundings – whether you have your kids in the room while you are dancing Zumba, or if you want to grab your wrist weights and do a Sculpt With Weights class halfway through your FitXR session. Some complex fitness movements are much more comfortable when you can see your feet, and passthrough really comes into its own here.”

Motivating People To Move

Delivering an immersive and gamified fitness experience can prompt busy families into building healthy habits and can make even the most fitness-reluctant strap on a headset and forget they are working out. In many ways, blending fitness and gaming with Slam reflects the broader philosophy of FitXR.

“We’ve always said that we are a fitness studio, not a gaming app – but we’re also not your typical fitness studio,” said Cole. “FitXR is built by a diverse team of people who are passionate about fitness, but not from the typical fitness industry. This is something I’m very proud of, as it allows us to serve such a diverse user base. We’ve been able to bring fitness to countless people who were completely sedentary before working out in VR.”

Although FitXR and its offerings can appeal to busy consumers who struggle to attend traditional fitness classes or hit the gym, Cole says the company’s core mission is to make fitness accessible and enjoyable for everyone.

“FitXR was born from the frustration of an industry that caters only to the select few,” he said. “We are here to reshape the fitness landscape and empower the 80% who have been overlooked, intimidated, and discouraged by traditional fitness. We are a movement for movement.”

The New Normal?

As Cole puts it, MR and VR tech is quickly replacing the smartphone. He predicts a big shift in the industry:

“Just like you see people in the gym with mobiles and headphones, it’s a matter of time before you start seeing people enter the gym with headsets or glasses,” he said. “I believe fitness studios will have to start incorporating the technology because in the very near future, customers are going to be bringing them in of their own accord.”

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Going the extra mile has never looked more attractive. Muuvr, the fitness app that motivates runners, cyclists and swimmers through reward programs and community engagement, announced a significant investment to expand its platform.

Muuvr surpassed its original funding target with a $4.16 million post-seed funding round, the company announced. That, combined with $1.67 million in founder loans, sets Muuvr’s total capital increase at $5.84 million.

The post-seed funding round was led by what Muuvr described as “influential private individuals and family offices. Investors include 10-time Ironman and Ironman 70.3 World Champion Daniela Ryf as well as four-time Ironman Switzerland Champion Jan van Berkel.

Gamification With Real-Life Rewards

Muuvr launched a beta version of its app back in October, which is currently available on the Apple App Store and Google Play Store. Once completing the free download, users can log in and track their movement during a variety of exercise activities. In doing so, users earn “Muuvs” which work as a virtual currency capable of unlocking awards, experiences and even products in the Muuvr Marketplace. Users can also connect with others on the platform to share progress and motivate each other

“Exercise and health are so important, both to me as a lifelong athlete and to our society,” Ryf said. “Muuvr offers a mechanism to foster and reward physical activity and healthy behavior, which is why I choose to engage with Muuvr as a sports person and now as an investor.”

More Fitness Funding

Muuvr isn’t the only fitness app to expand its financial resources over the last several months. Ladder, a daily strength training app, closed a $12 million Series A round in early December. Runna, which coaches runners via artificial intelligence (AI), also just brought in $6.3 million. CoPilot, another AI-powered fitness coaching app, recently raised $6.5 million. 

The incoming funds open a variety of doors for Muuvr, which was only just founded in 2022. The company lists app development, marketing and acquisition campaigns and the establishment of new partnerships as areas they intend to flesh out with the new capital. 

“It’s not just about financial backing; it’s a testament to the belief in our purpose to revolutionize how athletes engage with their sport,” said Michael Hartweg, Muuvr co-founder and CEO. “This funding is a catalyst, propelling us towards our dream of creating an unparalleled digital experience that celebrates and rewards the dedication and spirit of every athlete.”

The post Muuvr Raises $4.2M for Rewards-Based Fitness App appeared first on Athletech News.

There’s no shortage of individuals who want to get into fitness and wellness but fail to take the necessary steps to put themselves on a mat, treadmill, or bench. Gym intimidation and general “know-how” are both common obstacles in that journey. F45 Training, the ultra-popular functional fitness franchise, is not only clearing a path forward, but working as a friendly guide along the way.

Despite its size as one of the world’s largest fitness franchises, F45 remains committed to personalized fitness with certified trainers on board to help members overcome setbacks, disabilities, or fitness education shortcomings. The F45 environment, built around a strong culture that promotes camaraderie and support amongst all gym goers, makes member acquisition and retention a major strength for the company as it plots a new path forward under CEO Tom Dowd. 

A Warm Environment

From the jump, F45 walks new members through their local studio to help them feel relaxed and understand that whether they’re someone who works out consistently, hasn’t worked out in several years, or even ever before, that this is a place for them. F45’s coaches play a large role in that, having been trained to safely modify each functional training movement to any member’s individual needs. 

Any fears or insecurities that might hold someone back from a more fit lifestyle are attacked head-on via this introductory process. F45 gyms consider themselves a place for all fitness levels, strengthening each studio’s support system and sense of openness to all. 

“Our big push this year is focusing on getting the people who are afraid to come into the studios, afraid to go into a gym, and really welcome them with open arms by spelling out how easy it is to work at your own pace and how easy it is to start with us because you have a hands-on approach with our trainers,” Dowd tells Athletech News. “We’re going to be there to support them from day one and make sure they’re comfortable in moving through the process. We’re so proud of our culture, the high-fiving and the energy. It’s just a welcoming experience.”

In Q1 of 2024, F45 also plans to launch beginner classes, which focus on less-experienced gym goers just looking to get started. 

“We’re very excited about the beginner classes,” Dowd said. “That’s going to enable people to dip their toe in the water and get in and check it out. It’s amazing to read the statistics on how many folks are just so anxious about working out in front of other people.” 

Tech & Gamification Drive Engagement

F45 also employs cutting-edge technology, specifically gamification, to retain members. With a wide variety of software at their fingertips, members can track their progress and compete against themselves, or others to stoke their competitive fire and build on their accomplishments. 

F45’s new Lionheart tech is one example of the tools in play for F45 members to keep them entertained and motivated. The wearable monitor tracks heart rate, effort levels and calories burned during workouts. Users are encouraged to hit certain marks while wearing the device as their progress is shown in real-time with the wearable connected to in-studio F45 TVs.

“This year we’re really working on engagement through technology. The Lionheart experience, measurements and gamification are going to be a big deal for us,” Dowd said, “The tech is designed to help members understand the progress that they make at F45; it plays a great role in keeping members motivated and supporting their training goals.”

Other tech-based advancements at F45 include the brand’s training app, which grants users a one-stop spot to book classes, check out meal plan options, check up on progress and work out remotely. F45 also carries its own radio station “Fitradio,” which features upbeat tunes combined with F45 ambassador voiceovers to enhance one’s workout experience.  

Leaving No Stone Unturned

Along with its beginner classes, F45 offers members three main workout styles to cater to the masses. In addition to its signature functional training workouts, F45 recently launched two new brands, FS8 and VAURA, to expand into other fitness and wellness modalities while maintaining F45’s core principles. VAURA puts members in a high-intensity, athletic reformer Pilates environment, while FS8 features a 50-minute experience of yoga, Pilates and toning.

“We want to make sure we’re offering the different modalities to really cater to everybody’s needs,” Dowd said. “We’re very focused on toning, yoga and Pilates so that we offer something different to the marketplace.”

But still, Dowd feels there’s more to accomplish in terms of expanding F45’s arsenal of offerings — and by extension the brand’s community of members. He mentioned recovery as an aspect of the fitness and wellness experience that F45 will aim to get involved with this year. 

Simply educating the public about the benefits of  F45 functional training workouts remains a focal point as well. 

“A lot of people still don’t know what F45 is,” Dowd said. “So the biggest opportunity for us is to educate people about who we are.”

Dowd noted the rising popularity of strength training among fitness consumers, and says F45 plans to stake its claim to that share of the market with its unique take on functional training.

“How do we tap into that community of people who are looking for strength-based training?” Dowd said. “How do we get them into the high intensity (workout) that’s very scientifically based? How do we get them into the low intensity like Pilates? More importantly, how do we get them to do all of them with us?”

The post F45 Drives Engagement With Unique Blend of Fitness Culture & Tech appeared first on Athletech News.

The holiday season is upon us, and F45 Training is encouraging fitness enthusiasts to stick to their health goals. The functional fitness franchise is inviting everyone to drop into its studios for a special strength and endurance challenge running from Nov. 27 to Dec. 3.

Dubbed “Trials Week,” participants are encouraged to put their skills to the test across seven stages of F45 workouts spanning cardio, strength training and a hybrid combination. Participants can compete to make it to the top of the leaderboard of their local studio and globally by logging in their results into the F45 Training app.

“Ring in the holiday season with F45 and train your heart out to finish the year off strong ahead of the New Year,” said Tom Dowd, CEO of F45 Training. “Trials Week is just as perfect for the competitive looking to push themselves to their true limits as it is for those starting their fitness journey – helping everyone achieve the most rewarding feeling of fit.”

F45, known for its functional fitness workouts and high-intensity interval training, has been rewriting the script as of late, highlighting the power of its brand with a new content series, ‘Why I F45.’ The series highlights F45 members, coaches and franchise owners as they share the personal reasons they are committed to the Mark Wahlberg-backed fitness concept. 

F45’s New Chapter

Dowd, who was appointed as F45’s CEO earlier this year, has been put in a similar position as Peloton CEO Barry McCarthy — placed at the helm of a ship that is navigating rough waters while dealing with a few leaks from the previous captain. 

Choppy waters indeed — F45 has had to confront a $372 million loss over the last two years and wrangle a lawsuit brought forth by David Beckham and pro golfer Greg Norman as it recently delisted from the New York Stock Exchange.

Still, Dowd, with 25 years of executive leadership experience at GNC Holdings and as co-founder of Performance Inspired, believes he can return F45 to its glory days. 

After replacing former F45 CEO Adam Gilchrist, Dowd led F45 to enter a deal with human performance company Whoop and indicated that the brand plans to rely more on actor-investor Wahlberg to drive home the fitness franchise’s power — a decision he says will ultimately help franchise owners.

Under Dowd, F45 has also released a new workout series created by Wahlberg, searched for talent for its F45 Athlete Squad, revamped its website and digital presence to make booking an F45 class easier, began exploring branded merch and welcomed a marketing firm to prepare for its expansion plans. 

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