CASE STUDY
How Athletic Instinct is using new technology and a hybrid model to restore revenue and community post-COVID

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Reading Time: 3 minutes

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Athletic Instinct chose a unique solution to their post-pandemic restriction problems by integrating a hybrid business model that serves both its physical and virtual members with a single product. As a community of about 200 members, ranging from first-time studio goers to experienced athletes, Athletic Instinct provides a diverse landing spot for Cyborg’s connective technology to take hold. Since then, AI’s new digital community has flourished, which has helped strengthen the studio’s post-COVID-19 success.
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Problem: “How do you monetize both physical and virtual members?”
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Solution: Utilizing a hybrid business model and the 50% rule.
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Although Athletic Instinct integrated Cyborg in tandem with its established in-person framework, both owner and members agree that heightening the studio’s immersive experience can easily be done both physically and virtually. A hybrid integration of an added virtual revenue stream alongside an established physical one can restabilize your business despite vulnerabilities in the fitness industry’s currently unpredictable state.

Providing digital memberships at 50% the rate of your physical membership will quickly attract those members you lost, plus potentially add a new range of clientele that see digital fitness as more conducive to their busy schedules. Digitizing your membership allows trainers the flexibility to build content that serves their virtual community while also adjusting for the expenses inapplicable outside of the studio’s physical space (i.e. equipment, facility use, etc.).
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Problem: “How do you virtually coach members and measure success remotely?”
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Solution: Applying a collaborative biometric feedback system
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Athletic Instinct members identified the need for a biometric feedback system interactive enough to provide data in an intuitive and trackable way. Ben Higgins, the founder of Athletic Instinct, confirms his clients’ sentiment, saying, “The idea that [Cyborg’s] metrics show how much effort you are putting into a workout is where it’s shown interest with members who would not have necessarily been competitive in the first place.”

Tracking data to measure progress should not fluctuate between in-person and remote sessions, yet finding technology impartial enough to measure the differences between workouts ranging from HIIT or cycling sessions to functional fitness is rare. Cyborg’s metrics provide a system that focuses on effort, equalized by age and gender, to track accurate real-time data, but the ability for trainers to view, analyze, and comment on workouts, whether in-person and/or remotely, adds a level of accountability for members that directly correlates to achieving long-term goals.
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Problem: “How can you maintain a consistent sense of community with both your physical and virtual members?”
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Solution: Sharing workouts in a virtual community built specifically for fitness
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The modern studio member understands that motivation and encouragement are two of the most beneficial tools community fitness has to offer, which explains why boutique studio memberships increased by 121% from 2013-2017 compared to only 15% for traditional gyms (according to a report issued by The International Health, Racquet, and Sportsclub Association).
Athletic Instinct members who used Cyborg technology were immediately drawn to its social media interface because of its “fitness community” feel. Adding opportunities to build relationships with others in an extended virtual community allows for additional ways members can motivate, uplift, and inspire each other. For trainers, utilizing a virtual community like Cyborg’s provides equity between in-person and virtual members, which saves time and effort when you need them the most.
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So what are you waiting for? Knowing how to transition out of COVID-19 operations the right way is key to building a sustainable revenue model and a strong fitness community. The time is now. The Cyborg team is ready to help you resume serving and monetizing your entire clientele base, even at partial or fully-digital operations.  Lean more about Cyborg HERE.




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