Los Angeles – The high-end gym Equinox is bringing gaming into the fitness studio. Its new spin class, The Pursuit, pitches riders against one another to create a collective workout experience that boosts competitive zeal.
Data visualisation at the front of the class is used to keep players motivated as each individual’s performance is screened in full view of their opponents. Results are shown on-screen after each round, rating the top eight performers in each gender. Pitching riders’ real-time statistics against one another makes the class spirited and interactive, and replaces the instructor’s verbal instructions with clear visual directions that look sleek and add a sense of fun.
Having been launched in December 2014 in Los Angeles and New York, Equinox is now introducing The Pursuit across America. The fitness club also plans to release Connected Cycling, a digital coaching platform that synchronises with The Pursuit and other classes, to enable gamified competition to continue outside the studio.
An increasing number of personal fitness brands are using gamified analytics to attract customers, as we explain in our Gamification microtrend.