Charged with creating a sedentary lifestyle, technology is fast playing innocent by coming up with wellness solutions. We find out how tech is shaping fitness after being long held responsible for creating serious sofa surfing habit.
They say sitting is the new smoking when it comes to health problems and to change this, the tech sector is coming up with enticing business models and offering innovative and motivating data-rich devices and apps that will lure us into moving and engaging in some physical activities. From phone apps helping us set personal targets and get us to walk more and meet realistic goals to software and gadgets monitoring our home workouts, the aim is to guarantee a healthier, fitter and hassle free lifestyle that will not make the idea of getting fit look like a struggle.
With human laziness as the biggest challenge imposed on the health industry, technology sector has its nose buried deep in strategies to come out with gadgets and kits that are motivating enough to get lazy bones out onto the streets, pounding the pavement. Lauding the efforts of the tech sector, fitness trackers (like running smart watches and fitbits), running headphones (suitable for all forms of exercise, from traditional gym to cross-training to running, cycling, fell trekking and pogo sticking), running hearables (yeah you read that right and you’ll be reading them more in news this year being an audio development of wearables) and fun workouts across various gyms have already become a trend amongst many, urging us to hang onto our fitness resolutions.
Taking into consideration the needs and savings of their customers, Gold’s Gym has come up with pocket friendly and innovative services, setting them apart from their competitors. “The penetration level here is not as great as in US or UK, but the real growth is set to come from tier II and tier III towns” opined Nikhil Kakkar, Vice President (Franchising and Operations), Gold’s Gym. “We have customised the business model based on the needs and paying capacity of the people which changes with location. We study the right kind of model required by the people around us” saidn Nikhil.
Of Push-Ups And Falling Flat
While a couple of start ups are seeing the light of the day in this sector, many established players like Adidas, having been in the wearable space for over 15 years, have decided to step down. Though Adidas remained unavailable to comment on the challenges obstructing the market, GOQii, a comprehensive digital health and wellness solutions startup in India, feels that since they are the only company right now in their space which is a smart preventive healthcare company, the only challenge and the biggest competition is getting people out of the sedentary lifestyle and help them lead a healthy lifestyle since old habits die hard.
“The company had a robust Q1 2017 and reported a growth of 21% over Q4 2016 when it held 15.5% market share” said Vishal Gondal, Founder and CEO, GOQii. The company has been able to maintain high market share due to its unique selling point of the vendor that provides access to a personal trainer. “We launched the second generation of the device with the heart rate monitor and have over the last one year moved on to become a preventive healthcare platform by partnering with diagnostics and bringing on board doctors” added Vishal.
Being a subscription based model, GOQii, in December 2017, expanded its healthcare services to GOQii health 3.0 ecosystem that consists of a suite of new offerings including Smart Preventive Family Healthcare Plan which is a one-stop solution for all health concerns of your family, Games4Good to improve the cognitive abilities, a GOQii curated health marketplace with a wide variety of products and services catering to individual’s needs and preferences. “As part of the new services offerings, GOQii has introduced Smart Preventive Health Care plans and a new fitness tracker. It has launched GOQii Cash - Rewards Program to motivate its players to live a healthy lifestyle where GOQii will reward them with GOQii Cash- a virtual currency system for indulging in different activities such as completing daily targets, taking a doctor or expert consultation, uploading medical records, taking HRA (Health Risk Assessment) etc.” informed Vishal.
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