As a member of Planet Fitness for over seven years now, I have to admit that I had not once thought about the utility of a mobile app. My personal context scenario is focused on making it to the gym first and foremost, then jogging for 20 minutes, lifting free weights, cooling down with cardio and dragging myself home.
But that’s my routine when I’m casually hitting the gym; for those brief stretches when I’m serious, my routine becomes highly structured and dependent on there being low traffic on both machines and weights. That made me wonder—could a mobile app actually assist me attain my goals?
The Current State
When I imagine the potential for a gym app, I think of an experience that’s going to assist me with my fitness goals and the close context surrounding that primary set of scenarios. Planet Fitness doesn’t view their app in the same light, as the focus is centered around marketing their business to the general public, rather than assisting a member in their workout. 90% of the navigation leads to sections that could be the responsive output of a marketing site for a mobile devise.
From a list of local gyms to member benefits to a PF store, the marketing navigation clouds potentially useful member interactions. Even the “Planet of Triumphs” section—one with an authentication requirement of members—is set up for members to help market the PF brand by sharing our workout stories. In a world of blogs and social media, why exactly would I or any other member waste time with this feature?
The responsive version of a well designed site should be able to cover these requirements, as potential members will most likely end up there via organic search. Why would a non-member download a branded mobile app? It should be built with highly specific goals of members in mind by presenting highly specific member features.
Highly Specific Member Features
Once you get past the marketing noise, there is one section geared towards supporting member workouts: the My Fitness area. The primary features include:
- Scheduled Workouts: Set up a cardio or weight-lifting workout, choosing from a list of activities with times, effort levels, weight, number of reps & sets etc.
- Log an Exercise: If not working from a predefined calendar workout, members can document their workouts
- Start Your Exercise: Countdown based on in-the-moment choice of exercise and all its details
- Sync a Wearable: Link a Fitbit or Jawbone fitness tracker to the details of an exercise
- View Reports: Goal Progress, Day/Week/Month reporting (hours, exercises, calories burned)
Currently, I bring a workout calendar on two sheets of paper to the gym, covering each day of the week for two weeks, with weight, rep and set info. I have to admit, it’s somewhat annoying to walk around with it and even keep track of it at home. PF has made the process of creating a calendar with both cardio and weight specifics super easy:
PF could’ve stopped there, but they dug in deeper to support member needs, adding the ability to sync with a fitness tracker and review progress reports automatically generated by previous workouts. These features create closure around the context of workout goals—the reason we all drag ourselves to the gym in the first place.
This set of features should be the absolute primary purpose of the app. Aside from the rare need for finding a PF when on the road, members shouldn’t even see the corporate marketing content. That said, PF is missing out on supporting one huge scenario, core to the gym workout experience.
A Packed Gym
How many times have you shown up to the gym and had to wait for a treadmill or exercise bike or a series of free weight stations, throwing off your schedule? What about when you’re just getting back to the gym and simply want less people around as you try to reach a 15 minute mile? Could the mobile app present data to help with these scenarios? I think so.
What about a visualization on the main screen that presents the current capacity of the gym? 40%, 80% full, etc.? Since PF members use bar codes on a keychain to check-in as they enter the facility, the entry data is already captured. When signing up for the “Planet of Triumphs” feature on the current app, a member enters the same bar code ID# to be verified as an actual member, so the two systems already speak to one another.
In a perfect world, members would check in AND out with their cards, creating conclusive data re: time spent in facility. This would allow for explicit visualizations of traffic in the moment, and reporting of historical trends for, say, a Friday night or a specific holiday. Another option would be to tap into the phone’s GPS to approximate when the member leaves the gym, though that might have unintended consequences regarding privacy issues. It may even be worth it to PF to incentivize checkout behavior by members, but even without exit data, PF could present occupancy patterns based on check-ins at certain times of the day. With more than enough employees roving the floor, they could also manually input % of cardio and weight stations used on a half-hour basis.
These are the scenarios that matter. Get me in the door, no waiting, into my routine and help me accomplish my goals. Develop that app, strip away the noise and members of a $10 per month gym would gladly participate in the best type of marketing corporate could ask for: word of mouth.