How Workout Anytime is using seca’s integrated body composition technology to drive premium growth and measurable member results.
As health clubs look for ways to differentiate premium offerings, drive higher price points and create measurable member outcomes, technology integration is becoming less of a luxury and more of a strategic imperative.
For Workout Anytime, that strategy led to a partnership with seca — a move leadership views as foundational to its next phase of innovation.
Building a Premium Experience Around Data
With 200 locations across its franchise system, Workout Anytime was searching for a solution that could elevate its premium tier while supporting operational efficiency and long-term brand differentiation.
Greg Maurer, the director of education and innovation at Workout Anytime Franchising, said the decision centered on both credibility and connectivity.
“seca is the gold standard bioelectrical impendence device in the market with impeccable science and verified accuracy,” said Maurer. “seca is also very easy to use and doesn’t require a client to disrobe. The scan process is very fast.”
Beyond accuracy and ease of use, integration played a defining role in the partnership
“The other major reason is seca’s technology roadmap and willingness to integrate with our billing and software partner, ABC Fitness, as well as our primary equipment provider Matrix Fitness,” explained Maurer.
That interoperability has allowed Workout Anytime to build a connected ecosystem. seca is integrated with EGYM and supports the seca-edition EGYM Fitness Hub, which drives the entire system inside select Workout Anytime clubs.
For operators, that level of integration translates directly to monetization strategy.
“This is key and allows us to gate access to these technologies based on membership type so we can directly monetize both seca and EGYM,” said Maurer. “This provides tremendous value and many benefits to our members and allows us to drive a significantly higher price point while at the same time differentiating our brand from many competitors.”
In practical terms, the technology supports customized programming and verified progress tracking — a shift from subjective results to measurable outcomes. “This is a game changer for our brand,” said Maurer.
Operational Efficiency Without Added Labor
For a franchise system emphasizing efficiency, any new amenity must align with labor models and unit economics.
“Workout Anytime is a well-established, rapidly growing fitness franchise whose business model aligns exceptionally well with seca’s capabilities,” said Bob Surface, the national business development director at seca.
One key differentiator of seca is the self-service functionality.
“Their franchise model emphasizes operational efficiency and low labor overhead,” explained Surface. “seca’s ability to provide a self-service experience allows clubs to offer a premium amenity without adding staffing hours.”
That dynamic matters for multi-unit operators looking to scale value-added services without increasing payroll pressure. It also enhances the sales process.
“Workout Anytime wanted a unique and impactful tool to showcase during prospect tours,” said Surface. “Something that clearly differentiates them from other fitness facilities while reinforcing the value of both premium memberships and personal training. seca delivers that ‘wow’ factor.”
Turning Data into Revenue Pathways
At the system level, seca’s open API and integration capabilities support both member experience and business intelligence. This enables operational controls such as automated access based on membership type, revenue generation through point-of-sale add-ons and recurring packages and in-app delivery of scan data.
For Workout Anytime, that flexibility has enabled a tiered-access model tied directly to monetization strategy — a framework many operators are exploring as they move beyond flat-rate memberships.
Surface also pointed to broader market trends driving demand for medically validated body composition data.
“Today’s members actively track health metrics, sleep, steps, heart rate and more,” said Surface. “seca complements this trend with medically validated accuracy and a deep set of body composition metrics that help members understand how their lifestyle and training choices affect real physiological change.”
As wearable technology and performance tracking become standard expectations, operators are increasingly pressured to connect disparate data streams into a cohesive journey. Through integrations with Matrix, EGYM and leading software providers, seca enables what Surface described as “a fully connected, performance-driven environment” that supports engagement, retention and measurable results.
Lessons for Operators
For Maurer, the partnership has been as much about collaboration as technology execution.
“It’s been amazing from start to finish, starting with a meeting with seca and our equipment partner Matrix, to rolling out seca in many clubs including as part of the EGYM rollout in two clubs,” said Maurer.
For operators, the broader takeaway is clear: body composition technology alone is not the strategy. The differentiator lies in how that technology integrates with billing systems, equipment platforms and onboarding processes to support revenue growth, premium positioning and verified outcomes.
In an environment where members expect personalization and measurable progress, operators who can connect data, programming and pricing into a cohesive system may find new opportunities to strengthen both margins and member loyalty.
