How Fitness Brands Can Win in the Era of AI, VR & Wearables

Artificial intelligence, virtual reality and wearable devices are becoming increasingly prevalent. Industry experts explore the impact of tech on modern fitness and offer practical strategies for winning in the digital age

Industry experts at the 2024 IDEA World conference revealed how artificial intelligence (AI), virtual reality (VR), and wearable technology are transforming the fitness industry, offering unprecedented personalization and engagement for fitness professionals and clients alike.

“AI is creating new levels of personalization and efficiency in wellness products,” said Marshall. “Consumers’ expectations will shift dramatically as we move from an information era to an intelligence era.”

Wearable devices, which have primarily served as data capture tools, will soon offer precise health optimization prescriptions. This evolution presents both opportunities and challenges for fitness professionals. Instructors and trainers can now expand their services by interpreting and analyzing data from various digital tools, offering more personalized guidance to clients.

Marshall noted that templated fitness plans are becoming obsolete as AI enables personalized plans instantly. Fitness businesses must adapt by systematizing their processes to remain competitive.

“Thinking proactively about scaling and systematizing your business processes is crucial,” he advised.

The Emerging World of Virtual Reality

Virtual reality (VR) in fitness is an emerging trend that offers exciting possibilities, but it still faces challenges such as pricing models and hardware optimization. Marshall shared his experience from his time at Xponential, which partnered with Meta to create a VR app, noting the potential of VR but advising caution in over-investing at this stage.

“VR is a technology that’s here to stay, like leaderboards and heart rate training in cycling classes,” Marshall said. “But timing is crucial.”

Marshall described how VR fitness apps, such as those developed for Meta’s Quest 3, are breaking new ground. These apps transport users into immersive workout environments, from swinging through rainforests to hitting glowing orbs.