In the future, the success of fitness equipment suppliers will depend on the strength of their software, rather than the physical kit itself.

That’s the view of technology entrepreneur, Philipp Roesch-Schlanderer – founder and CEO of fitness supplier eGym – who believes the ability to regularly update gym kit remotely to keep pace with digital advances will give companies the edge.

He said gym equipment will still need to be made to high standards, but will largely be driven by the software that supports it, in the same way that the bulk of the iPhone’s functionality comes from its apps. One of the biggest benefits, he adds, is that data-driven gym kit will provide operators with unprecedented insights into their members’ behaviour patterns.

“With the constant advancement of technology, we see that hardware is largely becoming the conduit for ever-updated software, and one of the biggest benefits of this is that it allows you to improve your equipment in a very cost-efficient way,” Roesch-Schlanderer told Health Club Management.

“There are huge opportunities for digitisation in the gym market, with software-driven kit able to provide enhanced data profiles of users that operators can use to shape the member journey and take action when members show signs that they are about to leave. All of this functionality means that ultimately the customer can enjoy a greater experience.”

His comments echo the views of Les Mills chiefs Keith Burnet and Martin Franklin, who recently warned that fitness companies – and specifically operators – who fail to ‘get digital’ risk being wiped out by rivals making the most of technological advances.

Having launched in 2012, eGym – which produces electric resistance machine circuits backed by regular software updates and retention solutions – now features in more than 650 gyms in Europe. Roesch-Schlanderer has now set his sights on penetrating the UK market, backed by the sales network of Matrix Fitness, which has signed up as exclusive distributor for the product.

Jochen Michaelis, who is head of eGym UK, added: "I am looking forward to bringing our solution to the UK market and helping to create results and a greater experience for gym users – something I believe is a vital priority for the gym industry.”