A look into Fitness On Demand’s new comprehensive suite of solutions.
Andy Peat is a seasoned leader in the fitness industry with more than 18 years under his belt.
He’s held various roles at Snap Fitness including club manager, franchise sales manager and regional CEO. Following the Snap Fitness acquisition by U.S.-based Lift Brands, he assumed the position of COO for Lift Brands Asia Pacific. In this role, Peat spearheaded the expansion of Snap Fitness and 9Round across Australia and New Zealand, resulting in sustained year-on-year growth for both brands.
In 2020, Peat transitioned into the role of chief product officer at Lift Brands where he played a pivotal role in Snap Fitness’ brand reposition, which included the development of the Snap Fitness member app, gym design, supply chain and member experience.
In August 2023, Peat set off on a new adventure as the CEO of Fitness On Demand, a health and wellness platform that manages gyms’ digital fitness and member engagement needs.
Originally, Fitness On Demand was created to serve the fast growing 24/7 gym revolution by offering group fitness classes without a live instructor. Since then, the business has expanded beyond just a great companion to live classes to also providing fitness content both inside and outside of gyms for members to consume whenever and wherever.
“Post-COVID-19 we have seen at least 85% of all gym members doing workouts at home,” said Peat. “This means fitness centers need to provide solutions to members that are accessible both in their four walls and outside.”
Fitness On Demand simplifies engagement and enables partner facilities to automate their studio spaces with high-quality fitness and wellness content. They also provide a fully white-labeled app to give members greater choice and convenience, wherever they are.
“Originating from a shared vision of redefining fitness engagement, Fitness On Demand was born with the ambitious goal of transforming how businesses approach their fitness offerings,” explained Peat. “Through our market-leading content and engagement solutions, Fitness On Demand helps commercial gyms, health clubs and studios transform their offerings, resulting in improved member acquisition and retention rates.”
However, with Peat at the helm, he’s steering Fitness On Demand into a direction to serve the industry with more than just group fitness. He has a goal of saving fitness facilities money by consolidating the offerings displayed on TV screens.
Fitness On Demand started as a platform for on-demand fitness classes but has now grown to offer a comprehensive suite of solutions, including TV channels, digital signage, on-demand fitness, workout programming and tracking via mobile app, personal training programming, and more. The company is also actively developing solutions for additional TV displays, engagement tools and heart rate displays as well.
According to Peat, one of the problems with TV screens in the gyms currently is that they play standard channels which means shows, movies, news, etc. with no audio or captions. To him, it’s boring and doesn’t do anything to elevate the member experience.
“Fitness On Demand offers short form, non-audio based channels that are more engaging to gym goers coupled with digital signage that promotes the facility’s offerings,” said Peat. “On top of this, allowing users to display their heart rate, earn points and log their strength sessions into one platform is rare in this industry. Without Fitness On Demand, you would need several providers to achieve this.”
Fitness On Demand also provides gym owners and managers with reporting on who their members are and surveys on what members would like to see/experience in the gym. Plus, it allows owners to use custom and preset notifications and challenges as a marketing and engagement tool.
“By empowering gyms and fitness studios to cater to the diverse needs of members globally and transform their digital offerings, Fitness On Demand is redefining the industry standard in member acquisition and retention,” said Peat. “What’s more, it will simplify the installation process, lowering costs and barriers for clubs to begin offering their own virtual fitness solutions.”
Overall, Fitness On Demand is going way beyond its history in group class fitness content to become a true partner, helping customers engage and empower users, market exceptionally and create tangible impact on their bottom lines.
Peat said he enjoys working with a great team on a shared journey toward this goal, along with the challenges that come with the fast-evolving nature of the fitness industry, and ensuring the product strategy is met and provides customers with value. He’s most fulfilled when customers enjoy their product and find value in its use, which is what he aims to do in this role.
“Product timing was the key to the early success,” said Peat. “Now it’s about listening to customers on what value they are needing from the products and what we can do to help grow their business. Our success in the future will come from continued innovation and relationships with customers. We always need to offer value and be good partners to our customers.”
