Club Insider

Stop Doing These Two Things Now:

How to Capture a Larger Piece of the Wearable Pie

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Ron AlterioRon Alterio

According to Steven Musil from cnet.com, wearable usage in the United States more than doubled from 39.5 million Americans (or 12%) back in 2015 to over 81.7 million (or 24%) in 2018. Moreover, according to Gartner, a leading U.S. research firm, the wearable category is set to grow year-over-year by another 26% in 2019. There is no denying it... Americans love their wearables.

One of the reasons why we are so hooked on wearable technology is the real-time and immediate feedback these devices can provide. Many wearable products on the market today can monitor and communicate back to the end user in real-time a variety of data points including but not limited to heart rate, steps, calories, blood pressure and sleep. In essence, wearables provide the instant validation and gratification we competitive humans crave.

Not only does the end user love wearable technology, but scores of personal trainers and fitness professionals alike are adopting and incorporating the technology into their fitness and exercise prescriptions. Wearables, for the fitness professional, act like a built in "tattle-tale" or "truth serum" of sorts and eliminates the tough conversations about what is really happening with the client during and in-between each session, leaving more time for a more meaningful and relevant programming experience.

Yet, despite all of the wearable fervor circulating in consumers' minds, and an ever-increasing adoption rate by fitness professional and trainers alike, health club operators continue to struggle with driving wearable sales and engagement within their four walls. Why?

One of the biggest reasons (and it's not that your members already own a wearable device. Remember, only 24% of the U.S. population owns a wearable device as of 2018) is the unintentional devaluing and decoupling of the wearable from the programming itself. This can happen via delivering the wrong narrative or messaging (diluted value proposition) as well as using an ineffective pricing strategy. Let's unpack each one for deeper clarity.

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