As a major provider of the world’s best fitness content, FitnessOnDemand is ever evolving to help clubs continuously engage members through exceptional experiences.
Having spent more than two decades in the tech industry, Uday Anumalachetty knew he saw something great when his attention was suddenly caught by the fitness industry.
In fact, FitnessOnDemand has been in the digital fitness industry from about Day One. Anumalachetty noted it started with a desktop set up and projection equipment, evolving to stand-alone kiosks and then cloud-connect tablets. “Now our whole business model is designed to enable fitness for clubs and their members virtually anywhere,” he added.
The reality is that over the last few years fitness has changed. As Anumalachetty pointed out, fitness is fitness now. “It’s not virtual, digital or live. It’s all of the above,” he explained. “Our business model isn’t about providing great content or an innovative hardware platform, although we do both. It’s about helping every club build exceptional experiences for every member.”
But exceptional experiences don’t just happen. It takes work and keeping a finger on the pulse of the ever-changing industry. It’s the evolution of fitness, both in-person and virtual, that has caused FitnessOnDemand to change as well.
In the last year, the company launched Circuit365 — a series of 90 ready-made format exercise circuits that display as a grid. Each of the circuits includes eight exercise stations that are self-guided. It gives operators nearly three months’ worth of content to serve members.
Plus, Anumalachetty shared clubs can set Circuit365 on an auto play loop, allowing members to jump in and out of exercises as they like.
In addition to Circuit365, FitnessOnDemand also recently launched SO1O — a sleek commercial fitness mirror. “We designed SO1O with the input of clubs and partners across the country with two things in mind: bringing premium fitness content out of dedicated studios and creating high engagement experiences for club members wherever they are in your facility,” said Anumalachetty. “It’s easy for members to use, effortless to maintain and brings instantaneous world-class fitness to your members at the touch of a screen.”
Products like Circuit365 and SO1O were created out of FitnessOnDemand’s goal of producing the very best fitness experiences — virtually anywhere. The company recognizes, as Anumalachetty stated above, that fitness comes in many forms. As such, it looks to help clubs serve on-demand content to studios and touchscreen displays around the facility, as well as stream services to members on the go and at home.
Anumalachetty shared their products aim to fill multi-use spaces throughout clubs to build on the member experience. Plus, the high-quality streaming integration allows operators to broadcast popular live instructor classes to even more members. In fact, while this boosts membership value clubs are also using this as a revenue opportunity, holding special streaming events.
“It’s important for club operators to know that five years ago virtual experiences and digital content were an add-on to what most people thought of as a member experience,” said Anumalachetty. “Today, they’re integral and expected. Members demand high-quality, premium fitness content on their terms, their schedule and to the devices in their homes and pockets.”
Changing demand calls for innovation. As such, constant reinvention allows FitnessOnDemand to continue to serve the industry. Anumalachetty said they listen to club operators and members to determine not only their needs but also trends. Research and ideating are constants at the company, as well as an obsession over quality. All of those pieces have helped take the brand to where it is today.
“We’ve grown at FitnessOnDemand to be a major provider of the world’s best fitness content, not just in the U.S. but in Australia and Europe, too,” said Anumalachetty. “We’ve done that with the trusted partnership of our club clients — and other fitness facility operators in workspaces and residential developments — and by understanding that the fitness experience is always evolving.”
But what is staying the same is making that experience exceptional. FitnessOnDemand looks to use its platform and app to enable a more 360-fitness environment for clubs and members to truly engage. “That helps clubs lock members into their brand experience beyond the four walls of the gym and gives every member the convenience options that are now expected,” said Anumalachetty.
In the end, what FitnessOnDemand is about is helping operators and members in the fitness industry to engage and grow. When that happens, when evolution allows for the better serving of club members, real change happens. And that is the goal for which FitnessOnDemand strives.
“If members stay engaged, they stay fit and healthy,” said Anumalachetty. “That’s what all of us want for ourselves and our businesses.”
