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PRODUCT NEWS
Forget the ‘Netflix effect’ – it’s all about the ‘iFit effect’ to boost member retention
12 Jan 2021 . BY Megan Whitby
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.
PRODUCT NEWS
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As an integral part of the first team's training programme, Power Plate is supporting the Worcester Warriors with access to its full range of vibration training equipment, in order to help the club with performance gains, recovery and the rehabilitation of players.
Bounce back faster with a new risk-free joiner channel
The industry is eagerly awaiting the reopening of health clubs and leisure centres in another year affected by COVID-19, where the only thing that’s been certain is uncertainty.
Precor supports Aneurin Leisure Trust in three-site refurbishment
Welsh leisure trust, Aneurin Leisure (ALT), has announced it’s forging ahead with a £600,000 (US$821,000, €696,000) gym refurbishment in all three of its leisure centres.
Physical Company partners with Athletic Thinking to empower more people to become their best selves
Leading fitness supplier Physical Company and Athletic Thinking – an organisation whose deep expertise in elite sport is now harnessed to move individuals, schools and businesses towards peak performance – have entered into a new partnership.
Core Health & Fitness expands Nautilus Leverage product line
Strength training has purpose and appeals to members of all ages and backgrounds, regardless of specific fitness goals.
How Gympass reinvented wellbeing
Over the last year, fitness and wellness organisations have faced challenges like never before. When gyms closed and members needed alternative support to keep up their health and wellbeing routines, Gympass swiftly pivoted its business model to offer a wealth of digital solutions for its partners.
Indigo Fitness partners with human performance specialist to launch bespoke corporate fitness services to improve staff mental and physical health
As the government looks into ways to stem the rising tide of health problems caused by physical inactivity, a sports performance specialist has launched a service aimed at helping improve the nation’s wellbeing while boosting business performance.
Strengthening your mind...one work out at a time
There’s nothing quite like discovering a product that creates a huge impact in our life. After all, isn’t that what we’re all searching for?
InBody UK announced as new NHS supply chain provider
With the current pandemic and the nation becoming more focused on their own health, InBody is proud to announce it’s achieved approval to offer its medically graded body composition analysis products through the NHS supply chain.
Safe Space appointed official SUITMATE distributor for Great Britain
Safe Space, supplier of lockers and changing room solutions to the fitness and leisure industry, has been named official distributor for SUITMATE, the swimsuit water extractor.
Myzone launches daily online family PE lessons
Repair, recover and rejuvenate with Power Plate Pulse
Power Plate Pulse is a powerful yet whisper-quiet handheld targeted vibration product, designed to help users prepare for workouts faster and recover quicker.
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Jobs   News   Products   Magazine
PRODUCT NEWS
Forget the ‘Netflix effect’ – it’s all about the ‘iFit effect’ to boost member retention
12 Jan 2021 . BY Megan Whitby
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.
PRODUCT NEWS
Warriors announce new official supplier agreement with Power Plate UK
As an integral part of the first team's training programme, Power Plate is supporting the Worcester Warriors with access to its full range of vibration training equipment, in order to help the club with performance gains, recovery and the rehabilitation of players.
Bounce back faster with a new risk-free joiner channel
The industry is eagerly awaiting the reopening of health clubs and leisure centres in another year affected by COVID-19, where the only thing that’s been certain is uncertainty.
Precor supports Aneurin Leisure Trust in three-site refurbishment
Welsh leisure trust, Aneurin Leisure (ALT), has announced it’s forging ahead with a £600,000 (US$821,000, €696,000) gym refurbishment in all three of its leisure centres.
Physical Company partners with Athletic Thinking to empower more people to become their best selves
Leading fitness supplier Physical Company and Athletic Thinking – an organisation whose deep expertise in elite sport is now harnessed to move individuals, schools and businesses towards peak performance – have entered into a new partnership.
Core Health & Fitness expands Nautilus Leverage product line
Strength training has purpose and appeals to members of all ages and backgrounds, regardless of specific fitness goals.
How Gympass reinvented wellbeing
Over the last year, fitness and wellness organisations have faced challenges like never before. When gyms closed and members needed alternative support to keep up their health and wellbeing routines, Gympass swiftly pivoted its business model to offer a wealth of digital solutions for its partners.
Indigo Fitness partners with human performance specialist to launch bespoke corporate fitness services to improve staff mental and physical health
As the government looks into ways to stem the rising tide of health problems caused by physical inactivity, a sports performance specialist has launched a service aimed at helping improve the nation’s wellbeing while boosting business performance.
Strengthening your mind...one work out at a time
There’s nothing quite like discovering a product that creates a huge impact in our life. After all, isn’t that what we’re all searching for?
InBody UK announced as new NHS supply chain provider
With the current pandemic and the nation becoming more focused on their own health, InBody is proud to announce it’s achieved approval to offer its medically graded body composition analysis products through the NHS supply chain.
Safe Space appointed official SUITMATE distributor for Great Britain
Safe Space, supplier of lockers and changing room solutions to the fitness and leisure industry, has been named official distributor for SUITMATE, the swimsuit water extractor.
Myzone launches daily online family PE lessons
Repair, recover and rejuvenate with Power Plate Pulse
Power Plate Pulse is a powerful yet whisper-quiet handheld targeted vibration product, designed to help users prepare for workouts faster and recover quicker.
+ More products   
 
COMPANY PROFILES
Xn Leisure Systems Ltd

Xn continue to work with customers and the sector to understand and deliver technology to enhance [more...]
+ More profiles  
CATALOGUE GALLERY
+ More catalogues  

VIDEO GALLERY

Excite Live Experience: Join the party with Technogym
The new Excite line makes training more fun and inspiring for any age or fitness level with lots of workouts and entertainment options. Find out more...
+ More videos  

DIRECTORY
+ More directory  
DIARY

 

13-20 Apr 2021

Beauty meetings - for professional beauty

Online,
18-19 Apr 2021

Natural Beauty & Spa Show

ExCeL, London, United Kingdom
+ More diary  
 


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Tel: +44 (0)1462 431385

©Cybertrek 2021

ABOUT LEISURE MEDIA
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