Five questions with ...
EMMETT WILLIAMS
Co-Founder & Global Managing Director MYZONE
Emmett moved from Melbourne to the US a little over 6 years ago to manage MYZONE through the developmental phase of its commercial existence . After 2 years of beta with the product , and 2 years of establishing the right value proposition through a significant amount of market interface , he led the company through its ‘ go to market ’ phase in 2013 / 14 , seeing the system installed in over 4000 health clubs in over 40 different countries as it reaches the exponential growth stage . The platform is currently attracting tens of thousands of new users every month , changing behaviour one exerciser at a time .
Can you explain what MYZONE is ? MYZONE is a wearable technology platform built for the commercial fitness industry . Using heart rate based data , along with in club and smartphone app display , MYZONE utilizes goal setting , gamification and social accountability to drive exerciser behaviour , helping members achieve their results .
Operationally , and as a club owner or manager , how do I get the most out of MYZONE ? The best way to approach MYZONE is by using the playbook to approach 3 audiences - the new members joining , those paying for paid programming , and finally the general membership population . By segmenting the membership , and having a dedicated strategy for each , traction is achieved . For example , the new joiners should be gamified to achieve usage in the first 30 days , paid programming should leverage the technolgy to enhance the more personal experience during and post class , and the general population should treat the system the same way they treat a fun run , a simple goal to focus on making exercise interesting and fun .
Motivation is a powerful outcome and is a key component to member retention , is fitness tech the answer ? It is not the answer , but it is a key component of the mix . Wearable tech taps into the motivation system by providing reward , giving the exerciser an instant sense of achievement , and creating that tangible sense of progress . Without that , exercise ROI can take weeks or months , and that is not motivating .
Can you explain how MEPS works and the significance of this system ? Yes , MEPS reward users for the effort they put into exercise , so the higher the intensity the more points they earn per minute . The idea of MEPS is to measure what matters , effort . MEPS take the focus off who is the fittest , who lifts the heaviest , who moves the fastest , and makes effort the hero metric .
Fitness trackers have been around for a number of years now – how does the MYZONE solution differ from say a Fitbit , Garmin or Misfit ? MYZONE is built for purpose , with the gym member in mind . The device is 99.4 % accurate to an EKG machine , unlike wrist devices , and the MEPS metric focuses on what matters , effort , not calories , and not steps . MEPS help level the playing field , and allow users to literally do anything , and be compared , unlike some devices which are movement specific – i . e . running , cycling .
To speak with a MYZONE representative in your state call 03 8560 0922 or visit www . myzone . org
Five questions with...
EMMETT WILLIAMS
Co-Founder & Global Managing Director MYZONE
Emmett moved from Melbourne to the US a little over 6 years ago to manage MYZONE through the developmental phase of its
commercial existence. After 2 years of beta with the product, and 2 years of establishing the right value proposition through a
significant amount of market interface, he led the company through its ‘go to market’ phase in 2013/14, seeing the system installed in
over 4000 health clubs in over 40 different countries as it reaches the exponential growth stage. The platform is currently attracting tens
of thousands of new users every month, changing behaviour one exerciser at a time.
Can you explain what MYZONE is?
MYZONE is a wearable technology
platform built for the commercial fitness
industry. Using heart rate based data,
along with in club and smartphone app
display, MYZONE utilizes goal setting,
gamification and social accountability
to drive exerciser behaviour, helping
members achieve their results.
Operationally, and as a club owner or
manager, how do I get the most out of
MYZONE? The best way to approach
MYZONE is by using the playbook to
approach 3 audiences - the new
members joining, those paying for
paid programming, and finally the
general membership population. By
segmenting the membership, and having
a dedicated strategy for each, traction
is achieved. For example, the new joiners
should be gamified to achieve usage
in the first 30 days, paid programming
should leverage the technolgy to
enhance the more personal experience
during and post class, and the general
population should treat the system
the same way they treat a fun run, a
simple goal to focus on making exercise
interesting and fun.
Motivation is a powerful outcome and is
a key component to member retention,
is fitness tech the answer? It is not the
answer, but it is a key component of
the mix. Wearable tech taps into the
motivation system by providing reward,
giving the exerciser an instant sense of
achievement, and creating that tangible
sense of progress. Without that, exercise
ROI can take weeks or months, and that is
not motivating.
Can you explain how MEPS works and
the significance of this system? Yes, MEPS
reward users for the effort they put into
exercise, so the higher the intensity the
more points they earn per minute. The
idea of MEPS is to measure what matters,
effort. MEPS take the focus off who is the
fittest, who lifts the heaviest, who moves
the fastest, and makes effort the hero
metric.
Fitness trackers have been around for
a number of years now – how does the
MYZONE solution differ from say a Fitbit,
Garmin or Misfit? MYZONE is built for
purpose, with the gym member in mind.
The device is 99.4% accurate to an EKG
machine, unlike wrist devices, and the
MEPS metric focuses on what matters,
effort, not calories, and not steps. MEPS
help level the playing field, and allow
users to literally do anything, and be
compared, unlike some devices which
are movement specific – i.e. running,
cycling.
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