For the May/June 2024 issue, we went outside the industry to talk to technology expert Mike Rucker, the chief digital officer at Active Wellness, a health club brand and fitness consultant company, in order to educate campus rec professionals on using AI.
Can you share your background and how you’ve become an expert in technology?
MR: I’m a product of the internet boom — an era when everyone worked for a tech startup out of college. I started out in media, but always had a deep-seated desire to help improve population health in some capacity. So, I started pursuing academic and professional opportunities in health technology. My role as chief digital officer at Active Wellness exemplifies this commitment, where I spearhead initiatives that intersect digital innovation with health and wellness strategies.
What are the biggest ways technology has evolved in fitness over the past few years?
MR: Consumer health technology had been stagnant for a while before the pandemic, but the evolution of fitness technology over the past few years has been remarkable.
The advent of AI is beginning to revolutionize personalized fitness experiences. AI algorithms can analyze member data to tailor workout and nutrition plans, adapting to the individual’s unique traits and preferences.
Instead of a deluge of disparate devices coming to market, things we already use — smartphones, smartwatches, etc. — are becoming more sophisticated. We can now get detailed insights into our health metrics from ubiquitous devices, thus enabling a more inclusive and accessible data-driven approach to fitness.
Lastly, technology is finally being effectively used to make exercise more fun and entertaining in sophisticated ways. Gamification is a need now; modern technology advancements make fitness something people are actually drawn to.
How can fitness organizations use AI to help the user experience?
MR: AI’s capacity to analyze vast amounts of data allows for hyper-personalization. This personalized, data-driven approach not only improves the member experience, but also contributes to maximizing the effectiveness of health and fitness programs. It will transform the fitness landscape into one that’s more efficient, effective and enjoyable for all.
How can AI be used in marketing?
MR: It might be better to ask, “What can AI not be used for in marketing?”
Personalization at Scale: AI allows for the creation of highly personalized marketing campaigns. This level of personalization means communication is more engaging to each recipient.
Automated Campaign Management: AI streamlines complex marketing tasks, driving intelligent decision engines that trigger automation, ensuring a cohesive and coordinated marketing effort.
Content Generation and Management: With AI, creating engaging and brand-consistent content becomes more manageable. Tools like AI-powered content creators can produce various marketing materials that resonate with the target audience while saving significant time and resources.
What should campus rec professionals be aware of when using AI?
MR: Be vigilant about data privacy and security. ChatGPT can be fun to play with, but it can make mistakes. Human auditing is a necessary component of being successful with AI. Ensuring compliance with regulations and ethical usage of data is critical. Transparency with members and staff about AI’s role and data usage goes without question, alongside obtaining proper consent when needed.
Ensure AI tools integrate smoothly with your existing systems and the cost of implementation is justified by tangible benefits. Adequate staff training is key for a successful rollout, as well as being a preventative measure for mitigating mistakes. Lastly, continuous evaluation of your AI tools is necessary to keep pace with the evolution of this technology.
Anything else to add?
MR: Measuring the impact of AI on your member experience and other operational KPIs will help ensure success. This means regularly assessing how AI enhances operational excellence, improves engagement in fitness programs and contributes to any other goals. Continuous monitoring and analysis of what you want success to look like will ensure any AI implementation remains aligned with your expectations. An upside of AI is its self-corrective nature, but useful adaptation only works if you let AI know what it’s doing wrong. Accordingly, ensure you have systems in place to fine-tune your algorithms as you expand and evolve your use of AI.
