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12 Jan 2021
Forget the ‘Netflix effect’ – it’s all about the ‘iFit effect’ to boost member retention
Supplier: Freemotion Fitness
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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.
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12 Apr 2024
MyEquilibria combines art and outdoor exercise
"We summarise what we do in two words – functional art," says Gian Luca Innocenzi, CEO and
founder of MyEquilibria, which specialises in high-end outdoor exercise equipment.
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in this issue
• Virgin gets right to wipe out rent arrears
• Fitness industry mourns passing of Jan Spaticchia
• STA offers mindfulness resources
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