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UNITING THE WORLD OF FITNESS
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Health Club Management

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Forget the ‘Netflix effect’ – it’s all about the ‘iFit effect’ to boost member retention
Addiction – a word laden with negativity. But isn’t that exactly what the fitness industry wants? For members to be addicted (in a healthy way) to exercise – not just to increase profits but, most importantly, so they can live happier, healthier and longer lives. View full article...
Promotion
Company: Freemotion Fitness

Forget the ‘Netflix effect’ – it’s all about the ‘iFit effect’ to boost member retention

12 Jan 2021
About Freemotion Fitness: Commercial fitness equipment including the REFLEX™ Treadmill, Incline Trainer, CoachBike™, ... {read more below}
Contact Freemotion Fitness: +44 (0)7719 55 4216 / www.freemotionfitness.com
iFit workout series essentially give operators the magnet to keep members returning for more / Freemotion
The key is to provide members with progressive workout experiences that go beyond just a workout
– Tony Ali

Addiction – a word laden with negativity. But isn’t that exactly what the fitness industry wants? For members to be addicted (in a healthy way) to exercise – not just to increase profits but, most importantly, so they can live happier, healthier and longer lives.

There’s no denying that we’re living in an age of digital addictions, from serial scrolling on our phones to binge-watching TV shows via entertainment streaming platforms including Netflix and Amazon Prime.

But what exactly causes the ‘Netflix effect’ – the desire to click the play button countless times, consuming episode after episode?

Much of this comes down to the ‘pleasure principle’ and tapping into the brain’s reward centre, as explained by Harvard Health.

When we complete an episode or an entire series, this provides us with a sense of accomplishment, which triggers a surge of the pleasure hormone – called dopamine – in our brains.

It’s this dopamine hit – and the desire to keep that feeling going – which motivates us to continue seeking out the source of pleasure, whether that’s Netflix or our local gym.

It’s the formation of a behaviour loop that compels us to do more of that activity.

So, how can we recreate the ‘Netflix effect’ in the commercial fitness sector through content-driven fitness experiences to enhance the retention and lifetime value of members?

“The key is to provide members with progressive workout experiences that go beyond just a workout,” begins Tony Ali, country manager UK for Freemotion Fitness.

“A progressive workout series that educates, inspires and entertains the consumer, much like a great Netflix series, has the power to generate a sense of excitement and anticipation – the ‘what’s next?’ feeling.”

iFit is already addictive to millions of users across the globe, who have successfully utilised it to improve their health and wellbeing and enhance their lives.

You only have to look at the Official iFit Member Page on Facebook, which is constantly being flooded with the personal stories of raving fans who can’t live without it – amounting to over eight million workouts being streamed monthly.

In many cases, people would rather swap an evening watching TV for an evening with their favourite coach doing an iFit workout, which is testament to the uniquely immersive and engaging nature of this digital content and the bond it creates between the user and their coaches.

The Freemotion 22 SERIES, a pioneering, new cardio line powered by iFit – the world’s leading on-demand fitness streaming platform – features an extensive library of progressive, coach-led, global and studio workouts, which enable gym-goers to build up their fitness and confidence levels over time.

This, in turn, helps them to reach their goals and develop lasting fitness habits, benefiting both member and operator.

“It could be a 12 or 15-part series; once that member engages with the iFit content – and experiences how incredible it is, especially when combined with the interactive, auto-adjusting technology of the 22 SERIES – they’ll want to continue until they reach the end,” explains Ali.

“The sense of achievement a member receives from completing a series – and the strong connection they’re able to build with their on-screen trainer – subsequently motivates them to perform other series; a pattern which keeps on repeating.

“With the iFit workout series, we’re essentially giving operators the magnet that keeps members returning for more. Forget the ‘Netflix effect’ – to boost member attendance, engagement and retention in 2021 and beyond, it’s all about the ‘iFit effect’ provided by the 22 SERIES.”

To learn more about the revolutionary iFit-powered 22 SERIES, visit Freemotion’s website here.

Freemotion Fitness
Commercial fitness equipment including the REFLEX™ Treadmill, Incline Trainer, CoachBike™, Dual Cable Cross, and FUSION Team Training
Address: 4 Westgate Court, Silkwood Park, Osset, WF5 9TT
Tel: +44 (0)7719 55 4216
Latest News
US fitness industry revenue dropped 58 per cent during 2020 – from the US$35bn all-time ...
Latest News
The UK government is exploring whether incentivising people financially to take part in physical activity ...
Latest News
The Budget announcement has left the UK's physical activity sector with "unanswered questions" and vowing ...
Latest News
Chancellor Rishi Sunak has unveiled an additional £700m funding boost for sports and culture, as ...
Latest News
The merger of two tech firms will result in the creation of a business software ...
Latest News
3d Leisure has put the current lockdown to good use, by stepping in to help ...
Latest News
Gyms and leisure centres in Scotland are set to open on 26 April, provided that ...
Latest News
Hundreds of gyms, swimming pools and leisure centres have been forced to close and thousands ...
HCM Magazine
COVID-19
The health and fitness sector knows the vital role it plays in boosting immunity in the face of COVID-19. Now there’s another opportunity to be an essential service: helping people recover from the virus. Kate Cracknell reports
HCM Magazine
Promotion
Gympass has been busy innovating and forging powerful partnerships. We find out more
HCM Magazine
Marketing
The aggregator market is developing, diversifying and changing in response to market demand. We talk to suppliers and operators about their collaborations
HCM Magazine
Interview
Norwegian gym chain EVO Fitness has created a strong set of operating policies for dealing with the business challenges of the pandemic, as its CEO explains to Tom Walker
HCM Magazine
Promotion
Creating spaces where exercisers feel both safe and inspired to return to the gym is vital, says James Anderson
HCM Magazine
Reopening
Craig Blain outlines the challenges and opportunities facing operators who are aiming to appeal to a diverse membership
HCM Magazine
Editor's letter
In addition to championing the health benefits of activity, the sector must now start to emphasise its power to drive the economy if we are to gain the policy support we need
HCM Magazine
HCM magazine
HCM People

Dame Sarah Storey

Active Travel Commissioner, Sheffield City Region
Connected and continuous infrastructure ensure journeys via active modes no longer have to suffer the usual delay and inconvenience
HCM magazine
New research into Type 2 diabetes and COVID-19 is establishing the risks across different age groups, enabling policymakers to design interventions more effectively
HCM magazine
Although extensions to the UK government’s rent moratorium have continued so far, when the end comes, it will represent a cliff edge. Unless agreements can be struck with landlords, or the government intervenes, some operators could be liable for a year or more of back rent, which could be catastrophic, as Kath Hudson reports
Company profiles
Company profile: Physical Company Ltd
Physical Company provides specialist fitness solutions. This includes equipment, flooring, gym design, programming and training ...
Company profiles
Company profile: Legend Club Management Systems (UK) Ltd
Legend provides the leading software solution for driving improvements in leisure operations. We deliver savings ...
Supplier Showcases
Supplier showcase - Egym: Game changer
Catalogue Gallery
Click on a catalogue to view it online
Directory
Exercise equipment
Pendex Fisio S.L.: Exercise equipment
Red Light Therapy
 Red Light Rising: Red Light Therapy
Whole body cryotherapy
Zimmer MedizinSysteme GmbH / icelab: Whole body cryotherapy
Spa software
SpaBooker: Spa software
Uniforms
Service Sport: Uniforms
Flooring
REGUPOL/Berleburger Schaumstoffwerk (BSW): Flooring
Fitness equipment
Precor: Fitness equipment
Lockers/interior design
Crown Sports Lockers: Lockers/interior design
Wearable technology solutions
MyZone: Wearable technology solutions
Trade associations
International SPA Association - iSPA: Trade associations
Property & Tenders
Diary dates
03-06 Jun 2021
Expo Centre & Riviera di Rimini, Italy
Diary dates
12 Jun 2021
Worldwide, Various,
Diary dates
13-14 Jun 2021
Online,
Diary dates
16-17 Jun 2021
ExCeL London, London, United Kingdom
Diary dates
18-19 Sep 2021
Locations worldwide,
Diary dates
21-24 Sep 2021
Messe Stuttgart, Germany
Diary dates
01-07 Dec 2022
tbc, Dunedin, New Zealand
Diary dates

featured supplier

Featured suppliers
Forget the ‘Netflix effect’ – it’s all about the ‘iFit effect’ to boost member retention
Addiction – a word laden with negativity. But isn’t that exactly what the fitness industry wants? For members to be addicted (in a healthy way) to exercise – not just to increase profits but, most importantly, so they can live happier, healthier and longer lives. View full article...
Promotion
Company: Freemotion Fitness

Forget the ‘Netflix effect’ – it’s all about the ‘iFit effect’ to boost member retention

12 Jan 2021
About Freemotion Fitness: Commercial fitness equipment including the REFLEX™ Treadmill, Incline Trainer, CoachBike™, ... {read more below}
Contact Freemotion Fitness: +44 (0)7719 55 4216 / www.freemotionfitness.com
iFit workout series essentially give operators the magnet to keep members returning for more / Freemotion
The key is to provide members with progressive workout experiences that go beyond just a workout
– Tony Ali

Addiction – a word laden with negativity. But isn’t that exactly what the fitness industry wants? For members to be addicted (in a healthy way) to exercise – not just to increase profits but, most importantly, so they can live happier, healthier and longer lives.

There’s no denying that we’re living in an age of digital addictions, from serial scrolling on our phones to binge-watching TV shows via entertainment streaming platforms including Netflix and Amazon Prime.

But what exactly causes the ‘Netflix effect’ – the desire to click the play button countless times, consuming episode after episode?

Much of this comes down to the ‘pleasure principle’ and tapping into the brain’s reward centre, as explained by Harvard Health.

When we complete an episode or an entire series, this provides us with a sense of accomplishment, which triggers a surge of the pleasure hormone – called dopamine – in our brains.

It’s this dopamine hit – and the desire to keep that feeling going – which motivates us to continue seeking out the source of pleasure, whether that’s Netflix or our local gym.

It’s the formation of a behaviour loop that compels us to do more of that activity.

So, how can we recreate the ‘Netflix effect’ in the commercial fitness sector through content-driven fitness experiences to enhance the retention and lifetime value of members?

“The key is to provide members with progressive workout experiences that go beyond just a workout,” begins Tony Ali, country manager UK for Freemotion Fitness.

“A progressive workout series that educates, inspires and entertains the consumer, much like a great Netflix series, has the power to generate a sense of excitement and anticipation – the ‘what’s next?’ feeling.”

iFit is already addictive to millions of users across the globe, who have successfully utilised it to improve their health and wellbeing and enhance their lives.

You only have to look at the Official iFit Member Page on Facebook, which is constantly being flooded with the personal stories of raving fans who can’t live without it – amounting to over eight million workouts being streamed monthly.

In many cases, people would rather swap an evening watching TV for an evening with their favourite coach doing an iFit workout, which is testament to the uniquely immersive and engaging nature of this digital content and the bond it creates between the user and their coaches.

The Freemotion 22 SERIES, a pioneering, new cardio line powered by iFit – the world’s leading on-demand fitness streaming platform – features an extensive library of progressive, coach-led, global and studio workouts, which enable gym-goers to build up their fitness and confidence levels over time.

This, in turn, helps them to reach their goals and develop lasting fitness habits, benefiting both member and operator.

“It could be a 12 or 15-part series; once that member engages with the iFit content – and experiences how incredible it is, especially when combined with the interactive, auto-adjusting technology of the 22 SERIES – they’ll want to continue until they reach the end,” explains Ali.

“The sense of achievement a member receives from completing a series – and the strong connection they’re able to build with their on-screen trainer – subsequently motivates them to perform other series; a pattern which keeps on repeating.

“With the iFit workout series, we’re essentially giving operators the magnet that keeps members returning for more. Forget the ‘Netflix effect’ – to boost member attendance, engagement and retention in 2021 and beyond, it’s all about the ‘iFit effect’ provided by the 22 SERIES.”

To learn more about the revolutionary iFit-powered 22 SERIES, visit Freemotion’s website here.

Freemotion Fitness
Commercial fitness equipment including the REFLEX™ Treadmill, Incline Trainer, CoachBike™, Dual Cable Cross, and FUSION Team Training
Address: 4 Westgate Court, Silkwood Park, Osset, WF5 9TT
Tel: +44 (0)7719 55 4216
Featured suppliers
Forget the ‘Netflix effect’ – it’s all about the ‘iFit effect’ to boost member retention
Addiction – a word laden with negativity. But isn’t that exactly what the fitness industry wants? For members to be addicted (in a healthy way) to exercise – not just to increase profits but, most importantly, so they can live happier, healthier and longer lives. View full article...
Promotion
Company: Freemotion Fitness

Forget the ‘Netflix effect’ – it’s all about the ‘iFit effect’ to boost member retention

12 Jan 2021
About Freemotion Fitness: Commercial fitness equipment including the REFLEX™ Treadmill, Incline Trainer, CoachBike™, ... {read more below}
Contact Freemotion Fitness: +44 (0)7719 55 4216 / www.freemotionfitness.com
iFit workout series essentially give operators the magnet to keep members returning for more / Freemotion
The key is to provide members with progressive workout experiences that go beyond just a workout
– Tony Ali

Addiction – a word laden with negativity. But isn’t that exactly what the fitness industry wants? For members to be addicted (in a healthy way) to exercise – not just to increase profits but, most importantly, so they can live happier, healthier and longer lives.

There’s no denying that we’re living in an age of digital addictions, from serial scrolling on our phones to binge-watching TV shows via entertainment streaming platforms including Netflix and Amazon Prime.

But what exactly causes the ‘Netflix effect’ – the desire to click the play button countless times, consuming episode after episode?

Much of this comes down to the ‘pleasure principle’ and tapping into the brain’s reward centre, as explained by Harvard Health.

When we complete an episode or an entire series, this provides us with a sense of accomplishment, which triggers a surge of the pleasure hormone – called dopamine – in our brains.

It’s this dopamine hit – and the desire to keep that feeling going – which motivates us to continue seeking out the source of pleasure, whether that’s Netflix or our local gym.

It’s the formation of a behaviour loop that compels us to do more of that activity.

So, how can we recreate the ‘Netflix effect’ in the commercial fitness sector through content-driven fitness experiences to enhance the retention and lifetime value of members?

“The key is to provide members with progressive workout experiences that go beyond just a workout,” begins Tony Ali, country manager UK for Freemotion Fitness.

“A progressive workout series that educates, inspires and entertains the consumer, much like a great Netflix series, has the power to generate a sense of excitement and anticipation – the ‘what’s next?’ feeling.”

iFit is already addictive to millions of users across the globe, who have successfully utilised it to improve their health and wellbeing and enhance their lives.

You only have to look at the Official iFit Member Page on Facebook, which is constantly being flooded with the personal stories of raving fans who can’t live without it – amounting to over eight million workouts being streamed monthly.

In many cases, people would rather swap an evening watching TV for an evening with their favourite coach doing an iFit workout, which is testament to the uniquely immersive and engaging nature of this digital content and the bond it creates between the user and their coaches.

The Freemotion 22 SERIES, a pioneering, new cardio line powered by iFit – the world’s leading on-demand fitness streaming platform – features an extensive library of progressive, coach-led, global and studio workouts, which enable gym-goers to build up their fitness and confidence levels over time.

This, in turn, helps them to reach their goals and develop lasting fitness habits, benefiting both member and operator.

“It could be a 12 or 15-part series; once that member engages with the iFit content – and experiences how incredible it is, especially when combined with the interactive, auto-adjusting technology of the 22 SERIES – they’ll want to continue until they reach the end,” explains Ali.

“The sense of achievement a member receives from completing a series – and the strong connection they’re able to build with their on-screen trainer – subsequently motivates them to perform other series; a pattern which keeps on repeating.

“With the iFit workout series, we’re essentially giving operators the magnet that keeps members returning for more. Forget the ‘Netflix effect’ – to boost member attendance, engagement and retention in 2021 and beyond, it’s all about the ‘iFit effect’ provided by the 22 SERIES.”

To learn more about the revolutionary iFit-powered 22 SERIES, visit Freemotion’s website here.

Freemotion Fitness
Commercial fitness equipment including the REFLEX™ Treadmill, Incline Trainer, CoachBike™, Dual Cable Cross, and FUSION Team Training
Address: 4 Westgate Court, Silkwood Park, Osset, WF5 9TT
Tel: +44 (0)7719 55 4216
Company profiles
Company profile: Physical Company Ltd
Physical Company provides specialist fitness solutions. This includes equipment, flooring, gym design, programming and training ...
Company profiles
Company profile: Legend Club Management Systems (UK) Ltd
Legend provides the leading software solution for driving improvements in leisure operations. We deliver savings ...
Supplier Showcases
Supplier showcase - Egym: Game changer
Catalogue Gallery
Click on a catalogue to view it online
Directory
Exercise equipment
Pendex Fisio S.L.: Exercise equipment
Red Light Therapy
 Red Light Rising: Red Light Therapy
Whole body cryotherapy
Zimmer MedizinSysteme GmbH / icelab: Whole body cryotherapy
Spa software
SpaBooker: Spa software
Uniforms
Service Sport: Uniforms
Flooring
REGUPOL/Berleburger Schaumstoffwerk (BSW): Flooring
Fitness equipment
Precor: Fitness equipment
Lockers/interior design
Crown Sports Lockers: Lockers/interior design
Wearable technology solutions
MyZone: Wearable technology solutions
Trade associations
International SPA Association - iSPA: Trade associations
Property & Tenders
Diary dates
03-06 Jun 2021
Expo Centre & Riviera di Rimini, Italy
Diary dates
12 Jun 2021
Worldwide, Various,
Diary dates
13-14 Jun 2021
Online,
Diary dates
16-17 Jun 2021
ExCeL London, London, United Kingdom
Diary dates
18-19 Sep 2021
Locations worldwide,
Diary dates
21-24 Sep 2021
Messe Stuttgart, Germany
Diary dates
01-07 Dec 2022
tbc, Dunedin, New Zealand
Diary dates
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