Expert comment from Ernst De Neef, CEO, Funxtion

In just over two years, the fitness industry has experienced major disruptions to gyms, a boom in at-home fitness and the return of in-person workouts.

The customer journey has certainly changed forever, but the future is looking bright for gyms.

Members are increasingly interested in optimising their physical, mental and emotional wellbeing. Exercisers are seeking support from multiple sources as seen by the rise in wearable tech and increased engagement in online services, indicating that the regular, personalised, and seamless delivery of content is the future of fitness. This shift in consumer behaviour offers a unique opportunity for operators.

Gyms are in the superior position of being able to bridge the gap between physical and digital.

Building a holistic, omnichannel approach unlocks the potential for gyms to provide the much-sought-after 360-degree service that members cannot access anywhere else (and something at-home and online-only competitors cannot match). Yet there is no one solution offering this functionality and building an in-house product that aggregates, personalises, and delivers a wide variety of content across multiple member touch points requires a lot of resources and expertise.

Over the past two years, Funxtion has shifted focus on developing an intelligent software platform that puts the gym back at the centre of the member’s fitness journey. Unlike Apple’s iCloud, our open platform will enable our customers to share, analyse and provide their own content, third-party-owned content, and/or Funxtion’s diverse library of digital fitness content.

Providing tailored content at scale will be made easy with personalisation tools and access to user data gathered from multiple sources. Operators will have the opportunity to package content, assign it to different membership models, and develop new revenue streams. This content can then be seamlessly delivered to every member touchpoint using seamless integration technology.

Our platform with customisable content features and omnichannel delivery solutions will empower operators to effectively reach and engage members, monetise their digital fitness content, and re-establish the gym as the beating heart of the member fitness experience.

To find out more, head to Funxtion’s official website.