How Digital Transformation Is Impacting the Sports and Fitness Industry

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The health club industry generated a whopping $87.2 billion last year, according to the IHRSA 2018 Global Report, with technology and innovation advances contributing largely to that growth. The sports and fitness industry has been at the forefront of technology implementation in the enterprise and capitalizing on digital transformation has provided them with great success. Below, we examine some of the healthcare wellness software solutions that are helping businesses optimize their processes and impacting their approach to digital transformation. 

Digital Transformation in Fitness: Online Fitness Club Registration and Personal Training

Health and fitness club automation processes are a valuable way for sports and fitness clubs to streamline better customer services. For starters, the online registration or check-in feature provides a customizable experience for gym and club members that allows them to choose the subscription that best fits their needs. Digital transformation in fitness also simplifies the workflow for instructors and gym operators, making class schedules and membership numbers easier to manage.

On-demand online training is also becoming more and more popular, as it brings flexibility to choose whether to train at home or onsite in the fitness center. For example, Peloton provides its users with live studio classes in the comfort of their own homes and flexibility with their schedules. Although the user may not be in the studio, there’s the competition fostered by making available to the user the training statistics of all users participating in a given class.

Digital Transformation in Sports: Member Engagement and Mobile Apps

Mobile applications for sport and fitness organizations are used to significantly increase member engagement. This extends from promoting membership packages to offering customized training plans to distributing loyalty rewards. Moreover, the online club registration and training plans can be easily integrated into the branded mobile app, generating greater value for each individual customer.

Machine learning software implemented into the current systems may also significantly increase gym management and engagement by predicting gym members habits and purchasing behavior. This gives sports and fitness companies the ability to offer customized experiences to each member with better service and personal relationships, which may ultimately result in greater customer loyalty.

The applications with AI in the sports and fitness industry implement more customer-facing functions, like chatbots for answering service questions or class registration issues. AI applications are more often designed to do simple, repetitive tasks — automating processes that save humans time and streamline operations.  

Club Payment Processing Solutions 

Fitness club payment processing solutions as an example of digital transformation in sports help owners track attendance, operate billing & invoicing, process payments, and manage membership. The automated administrative workflow strengthens business performance, improves collections, and creates a better member experience by handling payments automatically.

Digital Transformation in Sports: Wearable Devices

Consumers are looking for simple ways to improve their health now more than ever, often tracking all of their fitness activities during the day, monitoring their progress and striving toward specific health goals. The impact of wearable technologies continues to grow, providing users with more accurate data that is tracked in real time. The functionality of such devices is constantly expanding and providing users with valuable insights into their health. Wireless tracking technologies can track users: pulse, steps, calories burned, distance traveled, and even sleeping habits. These devices are often integrated with mobile applications, which can track the users’ physical condition or help them follow personal training guides and diet plans. This digital transformation in sports is essential in viewing progress.

In addition to wearable devices, smart clothing that integrates with sensors and devices for measuring various body parameters, such as posture and muscle strains, will become more common. For example, Athos Core has sensor-filled clothing that monitors muscle activity, heart rate, and tracks the user’s breathing rate. The Hexoskin tech shirt is a similar type of wearable technology that monitors heart rate, breathing rate, calories, steps, and even sleep.

VR Technology

VR technology might help members reach the next level by increasing their performance and endurance with a more fun and interactive training experience. As VR is generally associated with gaming, it opens new opportunities for sport & fitness clubs to attract new members by offering unique training processes that have never been seen before. For example, the first VR gym, Black Box, recently opened in San Francisco aimed at combining “two things Americans really love: trendy fitness and video games.” 

This growing tech trend of digital transformation in the sport and fitness industry appeals to a wider range of individuals, especially of the younger generation who desire a more technologically advanced training experience. This may change the way we work out forever.

Smart Gym Equipment 

Smart fitness and gym equipment utilizes sensor technology to give real-time workout analysis. According to Global Market Insights the fitness equipment market is set to grow at a constant rate of 4% from 2018 to 2024, a trend of digital transformation in sport that is going to enhance the member experience across the industry.


The value of these technologies is certainly more visible and tangible when you dig in to the sport and fitness industry. Implementing more of these technologies will give users the improved fitness experience they desire, resulting in better workouts and healthier individuals. Today, individuals with gym memberships are more likely to seek out facilities with the newest digital innovations, that’s why sport and fitness organizations are open to cooperating with companies that provide digital transformation solutions. Clubs are always looking for more ways to provide value to their members, which ultimately improves each member’s experience, adds a personalized approach to their fitness, and increases membership loyalty.

Have you implemented any of these technology solutions? Did they bring customer growth and company scalability?

If you want to learn more about Exadel expertise in Digital Transformation for Sports & Fitness industry, check out our website and see why Exadel scored as an Agile Software Service Provider Leader in the 2019 Forrester Agile Wave.