In Brief

Health and fitness brands are enabling customized experiences and tailored lifestyle plans using customer information like DNA or gym habits to help them reach their personal goals

Fitness brands from Thorne to Equinox are leveraging customers’ personal data to curate specific recommendations for diet and exercise that help customers achieve their goals.    

From workout routines and diets based on customers’ genes to health plans that address individuals’ blood levels of various toxins, here’s how four health and fitness brands are using customers’ unique stats to help them improve their lives:

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 their unique genetic makeup. Consumers have easy access to their DNA results as well as workout and nutrition plans through the Member’s Area in the company’s website or app.

AthGene
Danish startup AthGene helps people 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.

Equinox
Luxury gym brand Equinox trialed 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.

Thorne
Health startup Thorne sells at-home health tests that let users 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.

For more examples of how brands are leveraging hyper-personalized fitness data, visit PSFK’s Amplifying The Benefits Of Wearables Through Personalized Experiences.


Lead image: stock photo from Bojan Milinkov/Shutterstock

Fitness brands from Thorne to Equinox are leveraging customers’ personal data to curate specific recommendations for diet and exercise that help customers achieve their goals.    

From workout routines and diets based on customers’ genes to health plans that address individuals’ blood levels of various toxins, here’s how four health and fitness brands are using customers’ unique stats to help them improve their lives:

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 their unique genetic makeup. Consumers have easy access to their DNA results as well as workout and nutrition plans through the Member’s Area in the company’s website or app.