30 January 2014

West Sussex-based Instyle Fitness sells exercise machines which feature screens and software that allow users to choose riding programmes that take them through a variety of routes. These include legendary race circuits from around the world, as well as fantasy routes.

When Duncan Lawson took ownership of the business in 2001, he knew there would be little point in competing against the large, established players selling standard exercise equipment. His goal was to use technology to help with preventative healthcare, and wanted his business to offer something different. Lawson also understood that the fitness world needed an innovative product that would motivate and inspire people to exercise.

“Around 30 per cent of the population has been a gym member at some time, but the dropout rate is very high. Looking at the industry, it scores very poorly in new innovations with gyms offering very similar packages.”

With the help of Cisco, Instyle Fitness now uses technology to simultaneously offer users the excitement found in multiplayer online games with the opportunity to get fit. Cisco says the solution was simple to install and maintain, and offers numerous benefits.

For example, users can choose a variety of courses where the machine’s resistance correlates with visual images. Wireless technology extends this level of interaction by enabling users to race against a friend in the gym, or a stranger in another country.

The equipment also enables them to race against a ghost rider which replays their best performance, or to set a pacer according to predetermined fitness goals.

The system records and stores personal information and results on remote servers that can be accessed over the internet, enabling users to chart their progress.

Cisco says the use of softphones and Bluetooth headsets can be added for hands-free coaching, or for racers to chat with one another. Future plans are to adapt the equipment so that energy generated by the user powers the routers.

From a business perspective, the vendor says that the system means health club owners can better attract and retain customers, as well as charge additional fees for use of the machines, or for participation in inter-club or global competitions.

“The fitness industry does not deal with the social and mental aspects of exercise. There is lots of equipment in gyms but no motivation. You need to be motivated; and the secret of our technology is that it engages customers both socially and mentally,” concludes Lawson.