3 ways to turn analytics into actionable insights for your gym members
Why is it such a struggle to get personalization right in the fitness world? We’ve got the data, we’ve got the technology, yet it sometimes seems like we’re still stuck in the early days of trial and error. In a time when gyms are competing not just with each other but with the growing trend of home workouts, personalization is no longer a luxury – it’s a necessity.
“As fitness clubs redefine who they are and the value they provide to our members, it is becoming clear that programming and technology can bring together the disparate elements of member fitness journeys. Operators must prioritize and meet member needs from access and optionality to goal tracking and personalization to accomplish this." - Bill Davis
Here's a practical guide for taking the data and using it to create the best experience for your gym members.
How to actually use AI to personalize workout experiences for your gym members
The needs of people going to the gym vary - and the better you account for those differences, the more you can boost engagement and keep those members coming back. Using AI for personalization can be a straight shot to five star Google reviews: but only if done right.
First, member data is crucial for personalization. These are things like fitness goals and preferences, their current level of fitness and their experience, their medical history, workout history and progress. Often this is stuff that’s written on the forms when they sign up, but never effectively utilized. Ideally, the best gym software should collect the main points of data and make it accessible to staff when needed.
AI-workout planning is a great way to implement this type of data. American gym Fitness SF recently partnered with InsideTracker to personalize workouts according to analytics.
“InsideTracker and FITNESS SF will develop a fully integrated program for both members and staff, including more than 35 thousand clients, trainers, coaches, and dieticians. The reimagined membership will include access to InsideTracker analytics and personalized recommendations, including biannual blood biomarker tests and a one-time DNA analysis to establish baseline levels and track progress.”
Lumin Fitness, run by the former CEO of Gold’s Gym, bases its whole workout around the idea of AI workouts. They use various AI fitness trainers that members can choose between to customize their workout.
Using health markers for workout planning and recovery
Equinox has recently partnered with Function Health to add “cardiovascular, metabolic, and hormonal insights from its members’ tests into its protocols”. After completing a comprehensive blood test, Equinox trainers will integrate biomarkers for heart health, hormones, and metabolism into tailored performance plans.
On the wearables front, OrangeTheory uses heart rate monitors to track exertion in real-time. Members strap on heart rate monitors for each workout to track their exertion in real-time. The data is displayed on screens around the studio, allowing members to see their exertion levels as a percentage of their maximum heart rate. The goal is to spend at least 12 minutes in the “Orange Zone,” which is 84-91% of their maximum exertion, to optimize metabolism and cardiorespiratory health.
One new trend in wearable technology is sweat sensors. Nix has released sweat patches that track hydration levels. Fitness brands like lululemon and New Balance already use sweat trackers in their apparel development, and it won’t be long before gyms and studios use them.
The litmus test of neuro functionality
As Jeremy Strom from Reaxing pointed out, the difference between helpful and unhelpful technology in the gym is the extent to which it disrupts the feedback of your nervous system. This is an important litmus test for the longevity of fancy tech.
The public eventually catches up to the healthiest options - just look at the current trends towards gut health, sauna, functional fitness, and so on. The holistic health research of today predicts the fitness trends of tomorrow.
When looking at analytics for real physical training, this is the litmus test that differentiates trends from enduring advancements.
“Fancy consoles often automate aspects of exercise. Biofeedback metrics can dictate workout intensity, and virtual courses set the pace or effort. While this feels engaging, it prevents us from developing our kinesthetic sense or the body’s awareness of movement in space. This disconnect weakens the brain-body link and undermines your nervous system’s ability to regulate movement and respond to internal cues.”
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