Fit tech leader EGYM is headed to the HFA Show in Las Vegas in a few days, on the heels of a stellar 2024 where the company raised $200 million in a Series G round and hitting a valuation of over $1 billion. Now, EGYM is ready to showcase its latest innovations and workout ecosystem at the fitness industry’s premiere trade show.

It begins with the EGYM Genius, an advanced AI ecosystem that integrates with more than 200 fitness brands, offering the ultimate solution for both operators and their members. EGYM Genius goes beyond tracking workouts, fine-tuning them for a hyper-personalized experience that allows members to hit their goals in record time.

As strength training continues to dominate the fitness industry, EGYM is answering the call—set to spotlight its M20 Smart Strength Squat, the latest addition to its Smart Strength series. The new machine combines digital resistance, guided movement, and automated adjustments for a safe, and fully personalized full-body experience that adapts to a user’s needs.

Rounding out the collection is the EGYM Squat Flexibility Test within the Fitness Hub, an impressive onboarding machine that conducts intuitive body analysis, flexibility tests and training progress visualization—a key feature that is appreciated by fitness consumers.

The Squat Flexibility Test provides EGYM operators and members with an even more advanced onboarding experience with breakthrough 3D analysis technology that assesses mobility, strength, and balance. It also generates a BioAge Flexibility Score that correlates mobility with biological age and provides an essential metric for tracking progress. The feature integrates with EGYM Genius, giving members precise, goal-oriented workout recommendations.

On the back-end club management side, EGYM will spotlight its new EGYM Business Suite 2.0, which simplifies operations with a centralized, data-driven platform that includes a single sign-on access to all EGYM products and services. The new system gives operators real-time insights into usage behavior, the ability to optimize their management tools, and enhance member retention through smart analytics and automation.

EGYM will be found at Booth #1203 at the HFA Show. Appointments can be booked here. 

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The growing interest in longevity, combined with the failures of the current American healthcare system, has created space for gyms and wellness facilities to meet the needs of disenchanted patients (70% of whom believe the healthcare system fails to meet their needs in at least one way, according to Harris Poll data) and wellness seekers looking to live life to the fullest. 

Barriers to healthcare — such as insufficient insurance coverage, staffing shortages and long waits for appointments — have thrust fitness facilities into the spotlight as an accessible solution to preventative health and wellness. 

With innovations like longevity-centered memberships, high-tech health tools, the embracing of recovery zones in high-value, low-priced gyms and smart gym equipment that delivers a customized and movement-based prescription, the fitness industry is quickly transforming into a viable and valuable supplement to traditional healthcare. 

Here is what some of those at the forefront of fitness are doing in the name of health and longevity.

Longevity-Centered Memberships & Programming

Unsurprisingly, luxury lifestyle and fitness brand Equinox is among the leaders in the growing longevity space, as seen with its new Optimize by Equinox program, a membership program that integrates biomarker testing from Function Health with a personalized health regimen. Each Optimize member is assigned a dedicated team of health and wellness experts covering fitness, nutrition, sleep and massage.

The celeb-loved Equinox has made no secret of its intentions to tap into the health landscape, even adding a Health Advisory Board of top medical and wellness experts and academics to inform its programming for 2024 and beyond.

“We really are a way of living brand more than we are a fitness brand,” Klim said, noting Equinox’s four pillars — movement, nutrition, regeneration and community,” said Julia Klim, vice president of strategic partnerships and business development at Equinox, “We’re innovating to getting closer to healthcare and doing more personalization.”

Fitness SF, a group of eight health clubs in the Bay Area, is also breaking ground in longevity memberships. The fitness operator is working with health tech startup InsideTracker to roll out biomarker testing as part of a “reimagined membership” that includes a one-time DNA analysis (for baseline measurement purposes) and biannual blood biomarker testing to track progress. The results are intended to guide Fitness SF’s training services, hyper-personalizing the experience for its members.

“Our dedication to an emerging future is shown through our commitment to personalized diagnostics that produce significant results,” Fitness SF president Zsolt Jackovics said.

24 Hour Fitness is taking a different approach, launching new fitness formats in partnership with SH1FT Fitness —Modus Move and Modus Mobility—that are focused on recovery training and longevity. 

Both programs offer members a “prehab” approach to stability and neuromuscular activation (Move) and active recovery and range of motion (Mobility), delivered within a small group setting.

“These classes have been meticulously designed around the latest scientific research to deliver real change to our members,” said Mike Heim, head of programming and education for 24 Hour Fitness. “Longevity training or ‘fitness for life,’ is an area that is far too underserved in group exercise – but it’s incredibly important to us at 24 Hour Fitness. Having both of these programs helps our members get the sort of fitness benefits they can enjoy today and for the rest of their lives.”

Body Scanning & Personalized Health Tech

Australian tech company Evolt exists at a pivotal time when consumers are desiring a true “behind the scenes” look at their health and weight loss medication promises to be a transformative measure. 

Evolt uses advanced body scanning technology to deliver a comprehensive view of an individual’s body composition, with the ability to distinguish between muscle and fat. The brand delivers that data on an app so users can track progress.

“The Evolt 360 bridges the gap between health aspirations and tangible results, transforming data into actionable strategies that enhance long-term engagement and success in wellness,” Evolt co-founder and CEO Ed Zouroudis said of the model, adding that it’s ideal for gyms looking to increase membership numbers.

Evolt also offers individualized macronutrient profiles so members can understand the protein, carbs and fat they require on a daily basis — particularly important for those using GLP-1 medications. 

Seca TRU, also committed to giving consumers a clear picture of their health, offers a full-body test with its Body Composition Solution, a system that analyzes health and wellness using key metrics while boosting engagement for gyms and fitness facilities and sparking motivation for members.

The Seca TRU Body Composition Solution takes into account a user’s age, gender and ethnicity while assessing muscle mass, fat mass, energy expenditure and recovery levels.

“Traditional metrics like weight do not fully capture the internal changes occurring in their bodies,” Seca executive vice president of Sales and Marketing Duane Jones explained. “The TRU Body Composition Solution provides a more comprehensive view by setting baselines, which then allows gym goers to establish goals that more accurately reflect their overall health status.”

InBody, a pioneer in medical body scanning with machines found at countless facilities, including Dr. Frank Lipman’s well-known clinic in New York City and Fitness SF gyms, has made its state-of-the-art body composition devices available to wellness facilities of all sizes with a leasing program.

Not only does the leasing program help fitness and wellness-related businesses attract and retain members with the latest devices, it also helps users receive comprehensive insights into their muscle and fat distribution, hydration, cellular health, water retention levels and more.

“This program makes technological obsolescence itself obsolete,” said InBody’s vice president of sales Daniel Park. “Instead of buying a product that will eventually go out of date, you pay for a service that includes ongoing maintenance and get new upgrades as needed.”

In yet another endeavor to empower consumers with rich health insights, BellSant turns a smartphone into a personal health advisor, with users undergoing blood, physical and mental tests every three to six months. The digital wellness platform also tracks biological age while providing feedback on exercise, nutrition and daily habits.

“The tools most people are using today are very piecemeal, a wearable device trying to tell you it can score your health based on an optical sensor on your wrist, a CGM telling you glucose spikes should be your obsession, or a supplement telling you that they’ve solved the root cause of aging,” BellSant co-founder and head of product Rick Bowman said. “We create a deeper way to track health regularly.” 

“We avoided day-to-day recovery scores to focus on your long-term health and wellbeing,” Bowman added. “By measuring your actual body and your functional capabilities, we give you a true sense over time of how your body and mind are evolving and how you can prioritize where you intervene.”

HVLP Gyms Embrace Recovery 

High-value, low-price (HVLP) fitness operators may be budget-friendly, but they sure aren’t skimping on recovery and relaxation offerings for their members. 

Crunch Fitness is not only rapidly growing its footprint but is also steadily focused on recovery, with plans to build upon its “Relax & Recovery” offerings. The “No Judgments” fitness franchise currently offers HydroMassage, saunas and steam rooms at select locations. 

“We believe recovery is emerging as a noteworthy trend as more consumers begin to understand its importance for health and longevity – from reducing the risk of injury to enhancing performance and promoting overall well-being,” Crunch president Chequan Lewis said. “For many fitness enthusiasts, recovery will become a fundamental component of their fitness regimen.”

Planet Fitness, the current leader in the HVLP space with almost 20 million members, is also enhancing its recovery offerings. Currently, the PF Black Card membership includes recovery amenities like access to massage chairs and HydroMassage loungers from WellnessSpace Brands. Additionally, some Planet Fitness locations also offer CryoLounge+ chairs and RelaxSpace Wellness Pods, also from WellnessSpace Brands, to help members recover and relax before or after a workout. 

Chuze Fitness is also keen on recovery, offering its members access to HydroMassage, infrared and traditional saunas, CryoLounge chairs and RelaxSpace Wellness Pods at select locations. 

The recovery focus has spilled over into Chuze Fitness classes, with the fitness operator taking note that consumers have become interested in modalities that promote mental well-being in a post-COVID setting.

“We’ve also put additional emphasis into connecting mental well-being and physical exercise by leaning into enhancing our mind/body class options such as infrared heated yoga and Pilates,” Chuze Fitness co-founder and CEO Cory Brightwell said. 

EoS Fitness is undergoing a multi-million dollar reinvestment in its gyms this year, seemingly sparing no expense on recovery offerings. Some new facilities boast “The Tank,” a place for EoS premium membership holders to enjoy recovery products such as Hypervolt Percussion Massagers and Normatec Compression Boots from Hyperice, and the Evolt 360 body composition scanner. At select locations, some EoS Fitness gyms offer assisted stretch services.

“When we say we are the (high-value, low-price) gym, we are speaking to our culture of constant innovation and drive to bring our members the most value for the investment they are making in themselves when they come to EoS Fitness,” EoS Fitness chief operating officer Richard Idgar said.

Smart Equipment Gets Personal 

Personalized health insights are also being realized through innovative smart equipment found in leading gyms and fitness facilities, with EGYM and Technogym leading the charge with technology that appeals to a wide range of users and keeps them engaged with their gym provider.

EGYM’s new BioAge system gives users a measurable approach to the state of their fitness and wellness, accounting for strength, cardio, flexibility and metabolism. It offers users immediate and valuable feedback, determining their BioAge and informing users of areas in need of improvement.

The system keeps users engaged by its ability to detect progress faster than a scale, ensuring fitness enthusiasts remain motivated.

“Unfortunately in our industry, usually it’s all about what a member sees on the scale,” said Dana Milkie, EGYM’s General Manager for North America. “It can be a little demotivating, particularly in the first three or four weeks when you’re starting to exercise, trying to change your body, and you don’t see anything on the scale. From a BioAge perspective, you begin to see changes very quickly as whatever biological age you started at begins to go down.”

Technogym’s new AI-based assessment station, Technogym Checkup, captures a user’s true state by scanning their body composition and analyzing their strength, balance, mobility and cognitive abilities and provides a “Wellness Age” that is more valuable than a biological age. Users then receive a personalized prescription of training protocols that evolve with the assistance of artificial intelligence. As users make progress with Technogym’s results-driven technology, they will discover their Wellness Age decreases.

“Our AI-based assessment station … represents the access point to the ecosystem in order to measure physical and cognitive parameters and to a fully personalized program for every single individual that evolves over time thanks to AI,” said Nerio Alessandri, Technogym founder and CEO.

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Wearable Technology: The Power of Real-Time Data

The wearable technology market is surging, with smartwatches, fitness trackers, and smart rings leading the charge. The global market for wearables is projected to surpass $178 billion. These devices offer real-time insights into health metrics like heart rate, sleep quality, and activity levels, aligning with the growing biohacking trend. Fitness enthusiasts are increasingly turning to data-driven insights to optimize their performance and overall well-being.

Virtual Reality (VR): Immersive Fitness Experiences

VR is transforming workouts by immersing users in dynamic, virtual (and fun) environments. This technology makes cardiovascular exercises more engaging, turning routine workouts into adventurous experiences, such as running through a forest or exploring a cityscape. VR is also being integrated into group fitness, allowing participants to engage in virtual challenges together, adding a social dimension to the fitness journey.

AI Integration: Personalized Fitness at Scale

Artificial intelligence is becoming a cornerstone in fitness, offering personalized workout plans and real-time coaching. AI-driven platforms analyze user performance and adapt exercise routines based on progress and goals, delivering a tailored experience. As AI continues to morph into the next iteration and the next, we can expect even more sophisticated tools to emerge, making personalized fitness more accessible and effective .

Smart Home Gym Equipment: The Future of At-Home Fitness

The pandemic has accelerated the demand for smart home gym equipment, with Peloton bikes, Mirror fitness systems, and Tonal strength trainers becoming household staples. These tools offer interactive features, including live and on-demand classes, real-time feedback, and connectivity with other users. The convenience and effectiveness of these solutions have solidified their place in the future of home fitness.

Sustainability in Fitness: Green is the New Fit

As environmental awareness grows, so does the demand for eco-friendly fitness equipment. Gyms and consumers are gravitating towards self-powered cardio machines, sustainable materials, and energy-efficient designs. Some machines even generate electricity from user movement, reducing the carbon footprint of workouts. Fitness facilities are increasingly incorporating natural lighting, recycled materials, and reusable water stations, reflecting a broader commitment to sustainability.

Social Fitness Apps: Connecting Through Competition

Social fitness apps are on the rise, offering users the ability to connect, compete, and share their progress with others. These apps feature challenges, leaderboards and community groups, making fitness more interactive and communal. This trend is particularly appealing to younger generations, who prioritize social connectivity and gamified fitness experience.

Recovery Technology: Enhancing Performance and Recovery

Recovery is becoming a critical component of fitness, leading to greater investment in recovery technologies. Tools like massage guns, foam rollers and cryotherapy chambers are increasingly common in both gyms and homes. These devices help users recover more effectively, reducing injury risk and enhancing overall performance.

A Tech-Enabled Future

As we plan for (and redefine) tomorrow, the fitness industry is poised for a technological explosion. These innovations promise to make workouts more engaging, personalized and effective than ever before. However, the industry still needs to unify around how to help more people become healthier. The future of fitness and wellness isn’t just about physical activity — it’s about creating holistic, tech-enabled experiences that support and motivate individuals on their wellness journeys.

For fitness professionals and tech developers, the challenge will be to harness these innovations in ways that truly enhance human health and well-being. Technology should serve as a tool for empowerment, complementing—rather than replacing—the human connection and intuition that are essential to the fitness experience.

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The fitness industry’s ever-changing nature makes handling new demands, tech opportunities, growth obstacles and more, something of a juggling act for operators. Twin Oaks, the software provider for health and gyms, is picking up what many are leaving behind, even while bringing new concepts to the table.

Twin Oaks is no stranger to the fitness industry. Founded over three decades ago, the company has seen it all when it comes to the fitness scene’s evolution. It leverages that experience alongside its tight pulse on the modern fitness landscape to establish a unique management technique.

That approach has worked not only to their benefit but that of its clients. Twin Oaks knows what makes a successful fitness business and educates those unaware in a timely fashion, catching the tiniest cracks in brands before they begin to splinter at the surface. 

Carole Oat, National Sales Manager at Twin Oaks, spoke with Athletech News on that attentive approach and the company’s plans for the future. 

The following conversation has been lightly edited for clarity and length

Athletech News (ATN): Why is Twin Oaks not just a beneficial but a necessary software solution for successful fitness businesses in today’s day and age?

Carole Oat (CO): The Twin Oaks program is straightforward, user-friendly and easy to understand for the common, everyday fitness business owner. It’s not this overly complicated program that people can get lost in. We built in a lot of functionality into the software that makes operating easier for the owner or manager, including automation.

For example, if there’s a point-of-sale report that people want automatically generated in an email to the owner, that can happen in a heartbeat. We do tons of client training and not only do we have a tech department, but we have a client relations department whose job is focused on helping users take advantage of the software and use it to its fullest capabilities. 

We price it with flat fee pricing, too. We do not charge a percentage of dues. We built the software so that it can help club owners and managers truly boost their bottom line. 

ATN: How has the fitness industry changed over the past few years from Twin Oaks’ perspective? How have you changed your offerings to meet any new demands?

CO: It continues to be more and more demanding as members want more for less. But since COVID, people have refocused on themselves. In the fitness industry, members are looking for more small group training, more one-on-one training, and it’s critical that the gym owners have a software program that can help them manage that. 

Credit: Twin Oaks

That’s not only tracking things like personal training, but the ability to communicate to members who are low-users or not using the facility to get out of it what they need and to get their money’s worth. That applies to all sorts of gyms, not only the low-cost facilities, but the higher-priced ones too. 

ATN: What are some of the little things Twin Oaks software does that go a long way in terms of spurring efficient back-office operations?

CO: Automation is key – reports, emails, balances owed. For example, when people owe a balance, you can automatically email prompting them to pay in a way that’s most convenient to them.. Obviously, retention is very important in the industry. You not only want to sell the member, but you want to retain the member, keep returns as low as possible, and do various software upgrades or enhancements. This is a very demanding business with average profit margins as low as 5-10%. It’s important to know every penny of revenue coming in and opposite expenses for business success in this industry. Your software should be able to help you do that.

ATNs: Do brands leave money on the table with transaction fees by using outside sources for payments?

CO: Oftentimes, clubs are paying more than they should. With Stripe, Authorize.net and Square, it’s all flat fee pricing so if you do a lot of transactions you’re definitely overpaying. Twin Oaks is a certified ISO which means that the club only pays credit card fees based on the type of card that’s used. Plus, you don’t get the personalized support with Stripe or Square. We’re here to help you and manage the accounts to keep the pricing lower. 

ATN: What’s the transfer process like for someone who wants to sign up with Twin Oaks?

CO: When clients need to make a switch we do “complete data conversion.” We convert all the information that we’re provided with. We not only pull over the basic demographic information and the billing information but also past usage history, accounts receivable information, whether they have personal training sessions — anything and everything. 

ATN: Can you share any examples or statistics of brand partners that have leveraged Twin Oaks’ software tools successfully and seen notable results?

CO: Every business is different. A lot of times it really comes down to the owner and if they are good business operators. Do they pay attention to what’s working and what’s not? Are they doing simple things like posting the QR code to join on the front door? We have many examples of clubs that we’ve helped. We’ve been in business since 1991. We’re in our 33rd year of serving the industry and we’ve got clients that have been with us that long, so we’re able to see what can be most impactful based on the business.

ATN: When the phone rings, what is the biggest pain point that you’re hearing about today?

CO: A lot of times when we get a call from someone that’s using another software it’s very often the product and the service. Many of the competitors outsource their tech support. It’s difficult for them to get a real-live person on the phone. Twin Oaks emphasizes the importance of live calls and timely responses. We still have a receptionist, which is rare for companies now, and still have the same owners and a team that come from the fitness industry, so know firsthand what it’s like and enhance everything we do based on that experience, even down to the wording used on the software.

Credit: Twin Oaks

ATN: If you look into the future, what’s on the docket for you from a development standpoint?

CO: We’re always working on different things in the software, with new releases every 3 weeks.. Some may be new innovations, but often we’re enhancing the features and products that are already there, such as adding more functionality to the mobile app. 

For example, we built in gamification where members can track their workouts and earn badges. Things like how often they’ve gone to the gym or how long they were at the gym, that’s a fun thing. There are so many different, innovative things you can build in functionality for members, but you have to build in functionality for the owners and managers too.

ATN: With mobile apps and gamification, is this a way for fitness brands to stay up to speed with the consumer demand adjacent to brands like Uber or Amazon who really spoil their customers?

CO: Fitness brands need to have the ability to cater to the growing demands of their members, while also keeping a pulse on usage and activity in order to maximize retention and profitability. The more you can alleviate pressure to do that, the more it can help your bottom line. 

The post Fitness Club Software Solution Twin Oaks Leverages Experience & Consumer Intel appeared first on Athletech News.

ROOK, the data integration platform for fitness businesses and more, is building a bridge between insurance, healthcare, and fitness with wearables as its foundational blocks. 

There are several factions within the fitness sector skyrocketing right now — but few are ascending at a rate on par with wearables. The global wearable technology market was already valued at USD $120.54 billion in 2023. It’s projected to grow from USD $157.94 billion in 2024 to USD $1,415.26 billion by 2032. 

This of course comes as no surprise to ROOK. The Miami-based brand has been helping fitness, healthcare, and insurance companies gather and properly apply data collected by wearables for some time now. Nonetheless, the brand knows that’s only the tip of the iceberg when it comes to the devices and their potential impact. 

“The concept of ‘exercise is medicine’ is more than just a buzzword; we’re seeing healthcare and insurance industries increasingly focusing on fitness,” said Marco Benitez, ROOK CEO and co-founder. This shift is largely due to the ability of fitness to demonstrate tangible results, with wearable data playing a key role in showing the return on investment (ROI) in fitness.”

Starting with Insurance and Healthcare

Health insurance and fitness have always been intertwined to a certain degree. The former strongly depends on the latter in terms of coverage types and rates. But now, with the implementation of wearables, that bond is even stronger — and ROOK is eager to help facilitate that with its API. 

“Welcome to the future — where your smartwatch might just know more about your health than your doctor does,” said Benitez. “This isn’t sci-fi anymore. Wearable technology is here, and it’s reshaping industries, especially insurance and healthcare. What started as gadgets to track our steps has evolved into a goldmine of data, influencing how insurers assess risks, price policies and engage with customers as well as how decentralized care is facilitated by at-home hospital or remote health monitoring services.”

With wearable devices tracking things like heart rate, sleep patterns and daily activity levels, they not only have the ability to keep their wearers updated on their health and lifestyle in real-time, but also their clinicians and insurers. Doing so allows providers to develop more accurate risk assessments and personalized health management strategies.

All parties stand to benefit from wearable device data being placed in the hands of providers, which is made possible by ROOK. The real-time metrics give healthcare providers and insurers information to make informed decisions with accuracy and speed never thought possible before. This allows them to cater toward each user more precisely with customized treatments and plans — potentially lower premiums for those leading healthier lifestyles as well.

Tying Things Together

By getting insurers the information they need to implement customized plans that relay potential savings for healthy users, ROOK is an important facilitator, helping motivate the public to stay fit and reap those rewards. Healthcare and insurance essentially “use” fitness as a tool to improve their own outcomes.

“It’s a win-win situation,” said Benitez. “Insurers reduce their risk exposure and policyholders are incentivized to maintain healthier lifestyles.”

The wearables and their ability to make accurate determinations are integral to this process as well. ROOK’s API helps fitness, healthcare, and insurance companies to integrate and aggregate wearable data through a single integration and by doing so enables these companies to innovate on top of that data. 

“We see that fitness is just getting momentum when it comes to healthcare and insurance,” added Jonas Dücker COO of ROOK. “Fitness is finally able to show tangible results by tracking progress. We can see tangible returns. We can not only track healthy habits, but we can incentivize them. So this becomes actually a closed loop now between insurance, healthcare fitness.”

“The wearable revolution is here, and it’s reshaping industries like fitness, healthcare, and insurance in ways that were once unimaginable,” added Benitez. “And we are just getting started – with access to clean and harmonized wearable data, just imagine the amazing applications this data will have in AI models within these industries.

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The global wearable technology market was valued at USD 120.54 billion in 2023 and is projected to grow from USD 157.94 billion in 2024 to USD 1,415.26 billion by 2032.

The health data these wearables collect is invaluable and has enormous untapped potential. Yet the market is fragmented and comprises hundreds of devices, leading to disparate, difficult-to-use data that’s nearly impossible to collect, process, analyze, and utilize.

Until now.  

With a single API integration, ROOK—a data integration platform specializing in health, fitness, and wellness sectors among others – empowers companies to harness and convert their users’ wearable data into actionable insights.

“ROOK is a single integration into your app or tech environment that collects data from over 300 wearables and other sources,” said Marco Benitez, CEO and co-founder. “The platform then standardizes and harmonizes the information, so clients receive clean, structured data, along with insights and predictions.”

Interestingly, ROOK began as a wearable company itself, launching as a heart rate monitoring platform in 2018, under the name RookMotion. In early 2023 the company rebranded, evolving from a fitness-focused hardware brand to a B2B SaaS company that is now connecting businesses with a depth of health data previously unavailable, driving a significant shift in the industry.

The impetus behind it?

“We saw the difference health and data could make and knew that finding a way to easily connect companies with more meaningful input was key to creating a deeper understanding and helping people reach their full potential,” said Benitez.

So, what does this mean for the industry? Benitez says that harnessing the power of data can redefine and reimagine the value that fitness pros and companies can offer their clients and members, driving both health results and revenue in ways never seen before.

Unlocking Deeper Fitness Insights & Business Growth

ROOK currently serves a range of fitness businesses from small to enterprise-level, all of which are reaping great benefits.

“By extracting data from the end user’s wearables, ROOK provides deeper insights on managing weight, stress, sleep patterns, workouts, and more,” explains Benitez. “This enables fitness professionals to offer more tailored and personal guidance than ever before.”

Moreover, integrating wearable data allows for 24/7 tracking.

“The platform delivers insights not only from inside the gym, where clients spend an hour or so, but also tracks their activities during the other 23 hours,” he says. “This gives fitness pros and brands a much more holistic understanding of the customer.”

ROOK also facilitates customization, empowering companies to gather and utilize data for smarter business decisions through business intelligence.

Optimizing Health Metrics for Everyday Impact

To make the data even more actionable, the platform generates personalized Health Scores by compiling an individual’s wearable data. This score is based on multiple data points that are then streamlined into three health pillars: Physical Health, Sleep Health, and Body Health.

“Many fitness industry clients are using this feature,” said Benitez “It consolidates all the data points into a simple score that members and clients can easily process, providing a clear benchmark for tracking progress and improvement at a glance.”

An enhanced version – Health Score 2.0 – is on the way, incorporating ongoing scientific research and 22 different metrics to further refine the accuracy and depth of the scoring system.

Who’s Using It?

Benitez points to a few interesting examples.

ROOK has partnered with the National Academy of Sports Medicine (NASM), to help coaches deliver a more customized experience by providing essential data insights.

“Coaches can leverage this information to create a better experience for the end user, offering advice that is informed by data, thereby enhancing the overall fitness journey for clients,” said Benitez.

The very popular Coach Welly also utilizes ROOK to increase engagement and create a personalized experience for his clients.

Others include Proof3, Trainingym, and more.

Outside of the fitness industry, ROOK works with hospitals and digital health platforms to track patients with chronic diseases using wearable medical devices, offering 24/7 monitoring, as well as insurance companies, assisting insurers with underwriting and creating a personalized policy structure based on an individual’s habits.

One example of this is Alula Technologies, a global technology group based in the UK, which offers innovative solutions to clients in employee benefits, insurance, and healthcare. The company recently partnered with ROOK to enhance its VivaScore app. The integration of Rook’s API into VivaScore led to significant improvements, including an enhanced user experience, personalized engagement to help individuals make healthier choices, and operational efficiencies, allowing the company to focus on further innovation.

“Ultimately, our long-term goal is prevention and prediction,” says Benitez. “We believe in the future of medicine 3.0, which revolves around preventative care.”

What does the future hold for this swiftly evolving company?

“Currently, we’re focused on releasing Health Score 2.0, a powerful enhancement to the current Health Score,” says Benitez. “In the short to medium term, we’re investing heavily in our global science team to enhance algorithms that can deliver even better results for end users. Our scientists are dedicated to developing improved algorithms that will take our platform to the next level.”

In the end, Benitez says ROOK’s mission is to empower companies and their users to focus on overall wellness, delivering personalized solutions that anticipate and address potential health issues before they arise.

“When you have the right information, you can create meaningful solutions, and with abundant data, you can truly improve lives,” said Benitez.

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A study from the University of Bath has found that virtual reality (VR) exergames that adapt to users’ emotional states may help improve exercise adherence and enjoyment. The research highlights how sensors embedded in VR headsets and wearable devices can track physiological changes, such as heart rate and facial expressions, to adjust the difficulty of workouts in real time.

This technology could be a key factor in addressing a big and ongoing challenge: keeping clients and members motivated over time. By responding to emotional cues, VR games can make workouts easier when users struggle or ramp up the difficulty when they are ready for more, reducing the chances of boredom or burnout.

The study, published in the Proceedings of the CHI Conference on Human Factors in Computing Systems, introduces a novel use of sensor technology to track emotions during physical activity, offering a potential solution to boredom or discomfort.

Dr. Dominic Potts, the lead researcher on the project, explained: “Motivation and exercise adherence are common problems in fitness. By adapting the challenge level to match a person’s emotional and physical state, these exergames can keep users engaged and performing at their best.”

Emotion-Tracking Technology 

The study involved 72 participants who took part in a VR cycling race while sensors monitored their physical and emotional responses. These sensors, which measure factors like pupil size, heart rate and skin activity, tracked how users felt while exercising. The game then adjusted in response, with difficulty levels changing based on whether participants were stressed, calm or happy.

In the past, sensors have struggled to accurately measure emotional states during physical activity due to “noise” from movement and virtual environments. However, the team at the University of Bath overcame these obstacles by using a combination of sensors and data-cleaning techniques.

The research was presented at the CHI Conference on Human Factors in Computing Systems, one of the leading events in the field of human-computer interaction, where it received an honorable mention award.

Potential Impact on Fitness

VR “exergames” have grown in popularity as a fun and immersive way to combine gaming with physical exercise, but as with traditional workouts, many users stop using these games when they become too hard or monotonous. For fitness professionals and enthusiasts, the potential benefits of adaptive VR exergames are clear. These games could make workouts more enjoyable, helping people stay consistent with their programs. By offering a “thumbprint” experience that adjusts to each individual’s emotional state, personal trainers who integrate VR into programming may also see surprising boosts in client health outcomes.

Dr. Christof Lutteroth, co-investigator and director of the Reveal research center at the University of Bath, noted that this technology could soon play a larger role in fitness: “We expect VR-based physical activity to grow in popularity, from schools to rehab centers, and it’s important that we make this technology adaptable to users’ varying emotional and physical states.”

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The global fitness app market is poised for significant expansion, with projections indicating growth from $1.5 billion in 2023 to $4.3 billion by 2030, according to the newly released Fitness Apps – Global Strategic Business Report. The report forecasts a compound annual growth rate (CAGR) of 16.4% over the forecast period, driven by technological advancements, shifting consumer behavior, and a growing emphasis on health and wellness.

Technological Advancements & Market Growth

Fitness professionals will find the insights from this report particularly valuable as the industry increasingly shifts toward digital solutions. The rise of fitness apps has been fueled by notable technological advancements, especially in artificial intelligence (AI), which is uniquely complementing personalized training. For fitness professionals, comprehending and using these technologies will be the key to maintaining a competitive edge.

AI-driven features, such as adaptive workout plans, real-time feedback and predictive analytics, are becoming more prevalent within fitness apps, offering users a higher degree of personalization. This presents an opportunity for fitness professionals to integrate these advanced tools into what they offer, enabling them to provide more fine-tuned and effective workout plans.

For example, Pear Health Labs uses Google Cloud’s Vertex AI to offer personalized coaching experiences, while ZenPlanner employs AI to help gym owners automate and streamline communication with clients and members.

“AI can be used in so many ways and can act like an owner or operator’s right-hand man, picking up much of the work that goes into communication, marketing, follow-up, and more so gym owners can be on the floor – where they want to be – working with members,” Mike Wuest, vice president of SMB at Daxco, recently told ATN.

Consumer Behavior and the Rise of Digital Fitness

The pandemic accelerated the adoption of digital fitness solutions, with many consumers opting for apps that provide the convenience of working out from home. This shift has noteworthy implications for fitness professionals, who may need to adapt their business models a but to cater to clients who might prefer virtual solutions over the brick and mortar gym.

Fitness apps offer a cost-effective alternative to gym memberships and personal trainers, making them attractive to budget-conscious consumers. This underlines the importance of offering flexible, app-based services that can reach clients wherever they are. Developing branded apps or partnering with existing platforms could be a good, thoughtful move for those looking to expand their reach.

The report provides a detailed regional analysis, revealing that the U.S. market, valued at $407.1 million in 2023, remains significant. However, China is emerging as a key growth market, expected to grow at a staggering 21.6% CAGR and reach $988.3 million by 2030. Other regions, including Japan, Canada, and Germany, are also experiencing steady growth.

Competitive Overview & Industry Evolution

The report also gives an overview of the competitive blueprint, profiling major players in the fitness app market, such as Adidas AG, ASICS Co., Ltd, and Azumio Inc. These companies seem to be leading the charge, consistently enhancing their app offerings to meet consumers exactly where they are, or will be.

Fitness professionals can take cues from this report by staying informed about the latest technological advancements and consumer preferences. By offering forward-thinking, tech-integrated services, they can position themselves as being highly attuned to the latest health and fitness happenings.

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