Kiwi Virtual Reality Technology set to ‘Gamify’ Fitness

Media Release: 18 December 2015

Kiwi Virtual Reality Technology set to ‘Gamify’ Fitness for Millions

A New Zealand developed virtual reality product is set to reshape the fitness industry for millions globally, and capitalise on the growing millennial gym market.

Immersive Fitness merges cinema quality graphics and sound with high intensity exercise in a purpose built studio. Fitness routines are synced to the surrounding screen with instructors controlling the pace of the session.

The concept is the brainchild of Les Mills Jr, grandson of Olympian and founder of the world's largest provider of choreographed exercise-to-music group fitness classes, Les Mills International.

The new programme was created in response to a Future of Fitness paper which along with themes of connection, personalisation and convergence, explored the blending of technology into fitness and activity as a game.

Mills Jr says this new concept ‘exergaming’ highlighted the blurring lines between the real and the virtual and he and friend Adam Lazarus saw an opportunity to create a fitness experience that would appeal to the dynamic needs of the millennial generation.

“Younger consumers or millennials now represent almost 50 percent of the global fitness market. This demographic thrives on technology rich experiences - many already bringing their own devices and customised content to the gym with them, integrating it into their fitness routine.

“We know they thrive on technology rich experiences and we wanted to create something that met this need by combining exercise with social connections and entertainment,” he says.

Mills says 68 percent of American households play computer or video games and that gamers are no longer a ‘geeky’ minority group.

“This common interest in a virtual reality and the direction ‘gaming’ is heading highlights a significant opportunity for the fitness industry and one we were keen to grow.

“We wanted to reinvent everything people expect from exercise and create a place without time, one that’s removed from the day-to-day, where people can feel inspired,” he says.

Lazarus and Mills drew inspiration for the concept from immersive tents at music festivals and the video innovations brought to life at concerts like those of Beyonce and Kayne West.

Internationally boutique gyms are growing rapidly with 42 per cent of the 54 million members of fitness facilities in the US attending boutiques.

“Immersive Fitness is part of a deliberate innovation strategy designed to capture this market. Millenials love the sophisticated marketing, cool branding and exceptional experiences that boutiques offer.”

Created by a team of Kiwi audio and visual creatives and a local animation team, the first classes to feature the new technology will be offered in the Chain studios under the brand name The Trip. Here cyclists can ride through futuristic cities, new galaxies and virtual worlds.

Mills says as we seek to have an even more authentic experience in these virtual realms it is likely that future generations of the product will come equipt with smell, floor movement and even rain.

“We all know technology is shifting by the minute and ideas that seemed ridiculous two years ago are now totally feasible and we want to be at the forefront of these developments,” he says.

Mills says the company goal is to have 20 million people enjoying a live Les Mills experience every week by the year 2020.

The world’s first permanent Immersive Fitness studios have opened internationally and The Trip is a permanent fixture in Santa Monica, London, Paris, Hong Kong and Stockholm.

New Zealanders will be able to experience the technology from December 2015 when it launches at Les Mills Newmarket, Auckland.

-ENDS-

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