Your recent ‘Tracking Retention’ article (HCM May 15, p40) raised valid points regarding the impact of physical activity tracking on exercise motivation levels, and why operators should be cautious.
Technology is changing the health and fitness world, but at Fitness First we believe tracking activity in isolation won’t motivate people to stay active. Indeed, many people stop using wearables and apps soon after purchase. People’s daily lives are repetitive, which reduces the occurrence of new insights; as the insight decays, so does the enthusiasm for tracking.
We’ve worked extensively with a behavioural psychologist and we know the key to intrinsic motivation lies in a combination of autonomy, feeling competent and accountable, and receiving social recognition. Devices on their own therefore aren’t enough: people also need support and an emotional connection to turn the data into positive lifestyle changes. Although wearables and apps will significantly improve over time, there will always be a place for emotional connections between members and fitness professionals.
So we don’t believe it’s time to be cautious about tracking, which we feel should be seen as a positive – a small part of the bigger-picture opportunities and growth that digital health will bring our industry over the coming years.
We should welcome digital health with open arms, shaping our products and services today, ready to support the digital health users of tomorrow.