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The Fast Pace of Technology Stationary bikes are ramping up the member’s riding experience While venerable industry manufacturers—e.g., Cybex, Life Fitness, Star Trac, Technogym, et al—have long driven the stationary bike category, a new wave of companies is now gaining momentum with their innovative indoor cycles. Among the promising young bloods are the Expresso Fitness Corporation, in Sunnyvale, California; Electronic Sports, in Cebu City, the Philippines; and Lime Pro Equipment, in San Diego. In fact, these newer players tend to have a technology—rather than a manufacturing—foundation. "Expresso is the only fitness equipment supplier located in Silicon Valley," notes Brian Button, Expresso’s CEO. "Our software research and development staff hails from some of the game-software giants, such as EA and Sony, and has decades of experience building entertaining/motivating systems. They’re complemented by a seasoned team of mechanical engineers, who ensure that their innovative software will run on a durable platform for years at a time." With its bikes, Expresso has taken the online experience to a new level. Every one of its upright and recumbent units features a wireless Internet connection linked to its proprietary server complex. As a result, the company can continuously and instantaneously refresh its software programs. "The bikes are always new, fresh, and changing, making them unlike any other piece of fitness equipment," says Button. Joe Dean, the CEO of Electronic Sports, reports that his company was founded by people whose background was in technology, and whose experience with health clubs was mostly as end-users. "We wanted to do more than just watch TV while we labored through our workouts," he explains. The result of their frustration is a game, "Dogfight," that happens to be attached to a bike. Competitors—wirelessly paired both inside and outside the club—pedal to play. "As today’s kids grow up, they’re going to demand to be entertained by their workouts," observes Dean. "If the technology is available to make exercise fun, why would anyone choose not to use it?" Another newcomer, Lime Pro Equipment, takes a unique approach to branding. "Our philosophy of product development is based on the concept of emotional branding, which addresses the feelings of the end-consumer," explains Mahonry J. Sanchez, the company’s director of sales and marketing. "As we develop products, our priority is to have the end-user enjoy a higher level of comfort, feel, design, image, and quality." As an example, he points to the company’s S 1.0 indoor cycle, which features slick carbon-fiber faux shrouds, a smooth ride delivered by its belt-drive system, and a GEL-SOFT Seat. "The potential of what technology can do for the industry is largely untapped," insists Expresso’s Button. "What’s now considered a niche will soon become mainstream." - Jon Feld, jon@trendline-co.com |
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International Health, Racquet and Sportsclub Association |
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