How Fitness Brands Can Win in the Era of AI, VR & Wearables

Artificial intelligence, virtual reality and wearable devices are becoming increasingly prevalent. Industry experts explore the impact of tech on modern fitness and offer practical strategies for winning in the digital age

Industry experts at the 2024 IDEA World conference revealed how artificial intelligence (AI), virtual reality (VR), and wearable technology are transforming the fitness industry, offering unprecedented personalization and engagement for fitness professionals and clients alike.

The panel, “The Download on Digital,” included Deb Elbe, Mike G. Hansen, Garrett Marshall, Bryan O’Rourke, Eric Posner and Jeffrey Scott, who delved into the latest advancements in digital fitness technologies. These innovations are not just enhancing the user experience but also reshaping the roles of trainers and fitness businesses.

AI & Wearable Tech

The panel discussed how wearable technologies and fitness apps are redefining the roles of group fitness instructors and personal trainers.

Garrett Marshall , a Fitness Industry Technology Council board member and former president of Xponential+, emphasized that while digital tools like wearables are not new, the next 5 years will see significant changes due to advancements in AI.

“AI is creating new levels of personalization and efficiency in wellness products,” said Marshall. “Consumers’ expectations will shift dramatically as we move from an information era to an intelligence era.”

Wearable devices , which have primarily served as data capture tools, will soon offer precise health optimization prescriptions. This evolution presents both opportunities and challenges for fitness professionals. Instructors and trainers can now expand their services by interpreting and analyzing data from various digital tools, offering more personalized guidance to clients.

Marshall noted that templated fitness plans are becoming obsolete as AI enables personalized plans instantly . Fitness businesses must adapt by systematizing their processes to remain competitive.

“Thinking proactively about scaling and systematizing your business processes is crucial,” he advised.

Preparing for an AI-Enhanced Future

Serial entrepreneur Hansen, who is also a venture partner and strategic advisor in the health, fitness and technology space, delved deeper into how AI is poised to reshape the fitness industry, emphasizing that the integration of AI will bring unprecedented levels of personalization and efficiency to training programs.

“AI has been around since 1986, but it’s becoming more cost-effective and accessible,” Hansen noted. “The acceptance of AI by consumers, like with ChatGPT, creates paradigm shifts. Businesses will either fully utilize AI or become obsolete. AI will not replace humans, but those who use AI will outperform those who don’t.”

Hansen highlighted several practical applications of AI in fitness, such as creating highly personalized workout plans that adapt in real-time based on user data and progress. AI can analyze a client’s performance, preferences and even biometric data from wearables to provide tailored recommendations and adjustments, ensuring optimal results.

To stay competitive, Hansen advised fitness professionals to familiarize themselves with AI tools and integrate them into their services. This could mean using AI to enhance client interactions, streamline operations or even offer new services that were previously not feasible.

He suggested that fitness businesses encourage their staff to explore how AI can improve their tasks by 30-40%, creating a culture of innovation and efficiency.

The Emerging World of Virtual Reality

Virtual reality (VR) in fitness is an emerging trend that offers exciting possibilities, but it still faces challenges such as pricing models and hardware optimization.  Marshall shared his experience from his time at Xponential, which partnered with Meta to create a VR app , noting the potential of VR but advising caution in over-investing at this stage.

“VR is a technology that’s here to stay, like leaderboards and heart rate training in cycling classes,” Marshall said. “But timing is crucial.”

Marshall described how VR fitness apps, such as those developed for Meta’s Quest 3, are breaking new ground. These apps transport users into immersive workout environments, from swinging through rainforests to hitting glowing orbs.

Such experiences can attract a wider audience who might not be engaged by traditional fitness routines. However, the current hardware, while improved, is not yet optimized for mainstream fitness use, with issues like sweating and comfort still needing refinement.

For fitness facilities, incorporating VR could mean organizing special events or challenges that utilize VR to create captivating experiences. However, Marshall advised against making significant investments in VR at this early stage. Instead, he recommended exploring VR as a supplementary tool rather than a core component of fitness programs.

Building an Online Presence

During the Q&A session, an audience member who had been a trainer for 22 years sought advice on building an online presence after previously being restricted by employers from using social media.

Eric Posner , co-founder and CEO of Swerve, a platform that lets gyms and studios live-stream indoor cycling classes, responded, emphasizing that the trainer was not far behind.

“You’ve built a community within these modalities, which is valuable,” Posner said. “Start engaging with your current clients and letting them know about your online presence. Specialize in your content and marketing to attract a specific audience.”

Posner advised the trainer to get involved in online communities by commenting and engaging with content in their domain, suggesting this would help build a personal brand and attract followers. He also highlighted the concept of “content market fit,” noting that just like product market fit, it involves iterating and finding what resonates with the audience.

“Put yourself out there, ask your clients to follow you, and engage with them online. You won’t get what you don’t ask for,” Posner encouraged. “Start now and leverage your existing community to build your online presence.”

Learn more about the 2024 IDEA World conference here .

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