How Health & Fitness Brands Like Equinox Are Enabling Hyper-Personalized Consumer Experiences

How Health & Fitness Brands Like Equinox Are Enabling Hyper-Personalized Consumer Experiences
Brand Activation & Immersion

Innovative brands are using customer data to create customized exercise and health plans specific to each user's unique needs

PSFK
  • 26 november 2018

Across categories, personalization is a growing trend. Online fitness providers in particular have been quick to adopt personalized workout recommendations, leveraging customers’ personal data to curate specific recommendations for diet and exercise that help customers achieve their goals.  

Top fitness brands like Equinox as well as innovative startups are focusing on developing services that create tailored regimens and routines based on customers’ unique traits, using data on everything from DNA and gland function to stress hormone levels and heavy-metal toxicity. Using at-home kits and mobile apps that enable not only convenience but also privacy, here’s how how health and fitness companies are providing personalized support to accompany their customers’ fitness journeys:

FitnessGenes
U.K. genetic testing service FitnessGenes analyzes customers’ DNA and provides a genetically tailored workout and nutrition plan, with the optimal number of calories and macronutrient content for each individual’s unique genetic makeup. Users have easy access to their DNA results and workout and nutrition plans through the Member’s Area in the company’s website or app.

AthGene
Danish startup AthGene helps users improve their lifestyles and optimize their diets and fitness routines based on their DNA test results. Users collect their DNA with a mouth swab, and then receive easy-to-understand, actionable insights about their unique genetic makeup, such as their muscle fiber composition and sensitivity to carbohydrates, allowing them to tailor their nutrition and workout plans in accordance with their body’s needs.

Thorne
Health startup Thorne sells at-home health tests that let consumers analyze various aspects of their health, such as cortisol levels, thyroid function and heavy metal levels, to help them address specific concerns, such as fatigue or fertility. Users provide a saliva or blood sample and receive a personalized health plan along with their test results.

Equinox
Luxury gym brand Equinox trailed a bot embedded into its mobile app that learns from a user’s activities, goals and preferences to recommend personalized workouts. The “Digital Coach” uses data from in-gym beacons to detect where gym-goers prefer to spend their time and subsequently nudge them towards specific activities. The service has successfully motivated members to check in 40% more than non-users during a six-month pilot program.

These are just a few examples of how brands are creating unique and personalized health and fitness experiences. For the full report, see PSFK’s Boutique Fitness As Personal Lifestyle Ecosystem.

Across categories, personalization is a growing trend. Online fitness providers in particular have been quick to adopt personalized workout recommendations, leveraging customers’ personal data to curate specific recommendations for diet and exercise that help customers achieve their goals.  

+analysis
+app
+athgene
+boutique fitness ecosystem
+brand activation & immersion
+chat a researcher
+equinox
+Features
+fitness
+fitnessgenes
+Health
+post purchase support & service
+report
+Shopper education & assistance
+sport
+thorne
+trend
+wellness

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