AI Takes Center Stage at Beyond Activ Americas: How Fitness Leaders are Leveraging Technology for Growth
Krissy Vann | Host, All Things Fitness and Wellness
Day two of Beyond Activ Americas concluded with a compelling discussion on artificial intelligence and its growing impact on the fitness industry. Moderated by Ross Campbell, CEO of Beyond Activ, the panel featured insights from industry leaders Al Noshirvani, Co-Founder and Managing Partner of ALTA Technology Group; Jarron Aizen, Founder and CEO of Hapana; and Mark Watterson of iFIT Commercial. The conversation focused on how AI and other emerging technologies are reshaping fitness businesses, improving efficiency, and enhancing customer experiences.
Jarron Aizen highlighted how Hapana is leveraging AI to unify sales CRM systems and member experiences across a global scale. By tackling challenges like payments and multi-language support, AI has become a key tool in streamlining their operations. However, Aizen emphasized the importance of maintaining a human touch alongside AI, ensuring personal relationships remain central in an increasingly automated world.
Al Noshirvani discussed the industry’s shifting view of technology—from being seen as a cost to being recognized as a profit driver. He pointed out that fitness operators are increasingly partnering with healthcare providers and expanding their services beyond traditional gym offerings. But Noshirvani also expressed concern that the fitness industry isn’t moving quickly enough to fully capitalize on these advancements. He stressed the need for a more organized approach to data, especially as the fitness and healthcare industries continue to converge.
Mark Watterson explained how AI has transformed operations at iFIT Commercial, helping reduce costs and improve user experiences. By automating personalized workout recommendations and keeping users accountable, AI has made the company’s services more efficient and effective. Watterson also highlighted how AI is optimizing back-end processes, from inventory management to customer service, but acknowledged that the industry as a whole has been slow to adopt these technologies.
Beyond customer-facing improvements, AI is making a major impact behind the scenes. Aizen explained how AI is being used to automate tasks like payment handling, member retention, and onboarding. This has led to significant efficiency gains, freeing up teams to focus on higher-value initiatives that drive growth. He noted that AI can improve productivity across departments, delivering 30-40% gains in areas like sales and marketing.
Noshirvani went on to clarify the distinction between AI and generative AI. While AI uses machine learning to perform specific tasks, such as predicting which members are likely to cancel, generative AI takes it further by creating original content from existing data. For example, generative AI could craft personalized communications to re-engage members who are at risk of dropping out, making it a powerful tool for retention and business growth.
Despite AI’s potential, the panel acknowledged that not all operators are ready to embrace it. Watterson noted that many businesses are hesitant due to concerns about how AI might affect customer relationships and data management. However, those who are leaning into AI are already seeing tangible benefits, both operationally and financially.
Looking ahead, the panelists agreed that AI will play a key role in the evolution of hybrid fitness models. With 72% of gym members now incorporating hybrid fitness into their routines, AI will be essential in delivering personalized experiences regardless of whether members are at home or in the gym. As AI continues to reduce costs, increase productivity, and create new revenue streams, its overall impact is expected to surpass even the influence of the internet on the global economy.
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