In an interview with the Franchise Times earlier this year, Self Esteem Brands CEO Chuck Runyon held up his phone and called it “the most important piece of equipment in the fitness industry.”
It’s no surprise then, that Anytime Fitness, one of the company’s five brands, launched a new app and technology to give members a more consistent fitness experience. The new tech will provide personalized coaching accessible through the app, allowing members to connect outside the gym.
“People pick up their phone all the time throughout the day,” Runyon said. “So, our ability to engage with them, support them and coach them is really powerful. We had been on this road before COVID, and then during the pandemic, it really accelerated because people realized how important technology can be.”
Self Esteem Brands CEO Chuck Runyon
The new SmartCoaching technology captures member activity and performance inside and outside of the club. The data and predictive analytics then help the coach produce a more personalized health and fitness plan for each member.
Additionally, through the app, members can access their customized plan, which includes training and nutrition. Members will also be able to use the app to schedule fitness consultations and sessions for personal training, while the coaches can track progress and offer real-time support.
“All things from steps to activities are being pulled in through the app,” said Stacy Anderson, Anytime Fitness brand president. “We can see how they’re doing, and use AI to make their workouts a bit harder as they make progress. It’s really the center of our members’ universe.”
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“We know that health happens outside the gym,” Runyon said. “It happens at home, on a bike path and more. We realize our members are busy, so this can help give them accountability and help throughout the week. Our members expect more outside the club when it comes to studio support. They want to live a healthier life and not just go to the gym more often.”
Another update is expected for the app later in 2023 as the brand will also add a digital key, allowing access to Anytime Fitness locations.
Anytime Fitness Brand President Stacy Anderson
“Our new technology, digital key and app provides our members with more content to have more consistent and wholistic behavior,” Runyon said.
Launched 20 years ago, Anytime Fitness is one of many health concepts in the Self Esteem Brands portfolio. Others include Waxing the City, Bar Method, Basecamp Fitness and Stronger U. The latter is another example of Self Esteem’s technology push, as Stronger U is a virtual health and nutrition brand.