Dr Heather McKee joins Myzone to embed behavioural psychology into fitness technology and support operators in building long-term engagement.

Myzone has appointed leading behaviour change specialist Dr Heather McKee as Motivation Science Advisor, accelerating its mission to solve the fitness industry’s biggest growth inhibitor: member drop-out.

For too long, operators have faced the same challenge: members join, but struggle to stay engaged for the long term. According to Retention Guru, Dr. Paul Bedford, who has analysed more than 300 million gym visits and 9,000 clubs across the world, 50 per cent of gym members leave within 12 months. Myzone is tackling the global issue of exercise adherence with technology that motivates people to get active and stay active.

With more than a decade of research into health behaviour change psychology, Dr. McKee has worked with organisations across the world to help develop products, systems and services that create lasting lifestyle change.

Dr. McKee will work closely with Myzone’s Chief Technology Officer, Vahid B. Zadeh, formerly of WHOOP, and the wider product team to embed behavioural science into the experience of every Myzone user. She will also provide support for operators, trainers and coaches to transform behavioural psychology into practical strategies that drive engagement and retention.

“I’m obsessed with motivation and, more importantly, how we turn motivation into skills that sustain long-term change,” said Dr. McKee. “That’s why I’m delighted to be working with Myzone. We share a belief in the power of behaviour science to address the global challenge of inactivity. Myzone’s mission is so much more than simply tracking effort; it’s about building habits that drive lasting change and helping operators convert members into loyal, long-term customers through simple, science-backed strategies.”

Jay Worthy, CEO of Myzone, said: “Building environments that create members that keep coming back has been the biggest challenge the industry has faced for some time. Working with Heather, we are building the industry’s first digital ecosystem that fully integrates motivation science to strengthen member relationships, increase retention and create engaged communities.”

“By encouraging individuals to train more regularly, we’ll keep them moving for longer to drive higher member lifetime value for operators, stronger loyalty and healthier communities.
“This is a win for operators, members and the overall growth of the global fitness industry. The future of our industry isn’t just technology enabled, its behaviour enabled and Myzone is leading the charge.”

Dr. McKee’s appointment is the latest in a series of strategic hires that supports Myzone’s mission to motivate the world to move, with technology that drives lasting exercise participation, habit formation and healthier, happier societies.