Crunch Fitness Introduces Palm Recognition for Gym Entry

Krissy Vann | Host, All Things Fitness and Wellness

Crunch Fitness has broken new ground in the fitness industry by becoming the first gym brand to implement the Amazon One palm recognition service for member entry at select Crunch locations across the nation. This innovation eliminates the need for members to carry their Crunch membership tags or use the mobile app to gain access; instead, they can effortlessly enter the fitness facility by hovering their palm over an Amazon One device.

The technology has been undergoing a four-month pilot at nine Crunch clubs in various U.S. cities, including San Francisco, New York City, and Los Angeles. The initial response from Crunch gym members has been positive, with 80% of participants already opting for Amazon One entry. As awareness grows and more locations adopt the technology, this adoption rate is expected to rise.

Molly Long, Chief Experience Officer at Crunch Fitness, expressed her excitement about this development, stating, "We are thrilled to be the first fitness brand and gym to offer Amazon One as an entry option. Implementing Amazon One at Crunch gyms has been a win-win for our members and for our Crunch team." She highlighted the convenience and efficiency of the palm recognition system.

Crunch aims to streamline the entry process with Amazon One while still allowing gym-goers to choose their preferred entry method. Sanjay Dash, Vice President of Identity and Checkout Technologies at AWS Applications, emphasized the versatility of Amazon One, stating, "The fast-growing adoption of Amazon One at Crunch Fitness centers showcases the versatility of our palm recognition service." He added that members now have a fast and innovative way to validate their membership without the hassle of carrying tags or using mobile apps.

Amazon One utilizes palm-based biometric identity and payment technology, incorporating artificial intelligence techniques such as computer vision and deep learning to verify a person's identity quickly and securely.

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