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  • bwmdgroup

The rise and rise of fit tech

Updated: Aug 28, 2020

With today’s consumers becoming more health-conscious than ever, it’s no surprise that technology has begun to disrupt the fitness industry.

Adidas, Electronic Arts and Google have collaborated to create a wearable insole that tracks soccer kicks for mobile gaming rewards. Powered by Google’s Jacquard wearable technology, the Adidas GMRconnects to you phone and can turn movement on the soccer field into rewards redeemable via the FIFA Mobile app. This isn’t the first time we’ve heard of a wearable insole, Apple and Nike teamed in 2006 to create Nike+.

Rumoured features of Apple’s iOS 14 suggest that the tech giant is developing a workout guide app across its mobile, wearable and in-home devices. The app would allow users to download instructional guides for workouts involving strength training, cycling, dance and yoga. While Apple already has legs in fit tech, this move could see the brand taking a more focused view on fitness beyond the now-standard activity tracking.

What’s particularly interesting about fit tech is its push towards an intimate in-home experience. These technological innovations and a general demand for convenience have given traditional fitness institutions stiff competition, creating a need to reach the market outside of their premises.

In partnership with parent company Equinox Media, NYC-based cycling studio SoulCycle have launched an on-demand fitness content streaming platform. The Variis platform will allow users to experience an in-studio fitness experience from the comfort of their own homes, with ‘classes’ ranging from High-Intensity Interval Training (HIIT) to cycling. An at-home exercise bike with a built-in Variis display will also be available.

From wearables to fitness apps to streaming platforms, technological advancements are constantly evolving the way we interact with our physical health and traditional fitness institutions.

Liam Jenkins


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