Personalization is nothing new in the marketplace. E-commerce sites seized on it years ago, coding their algorithms to create individual recommendations tailored to data collected from online behavior. Consumers are now accustomed to personalized experiences based on their browser history.
Today, many people are happy to share their data if it makes their lives easier, and marketing pros and internet retailers are more than eager to comply. According to data from Forrester, 94% of marketers are harnessing the power of their analytics and data to deliver personalized experiences. This, of course, includes the fitness industry.
Most consumers encounter personalization in a fitness context through apps, smart watches, and other wearables. These bio-data devices are taking hold in all aspects of health management, including wellness and medical markets. This has led to services dedicated to helping people design workouts and diets customized to their specific needs as defined by their personal data.
Like everything else tech-based, this trend is going to accelerate. We’re at the advent of genomics (applied DNA data), artificial intelligence (AI), virtual reality, machine learning, 3D body scanning, and predictive analytics.
This integration of advanced technology into the fitness experience is creating a challenge for health clubs in responding to the personalization trend. Of course, health clubs have provided customized fitness experiences for decades. We call them “personal” trainers for a reason. But now clubs have to understand how to deliver the “hyper-personalized” experience beyond one-on-one human interaction.