Mobile > Creative Use Of Technology
THE PURSUIT BY EQUINOX
R/GA, New York / EQUINOX / 2015
Awards:
Overview
Credits
Overview
Execution
We designed two motivational experiences that take data from studio bicycles and give riders real-time visualizations of performance. As they’re engaged in immersive games, their data is visible on the studio’s main screen (where they can compare their progress to that of the other riders) and their mobile device, where they can monitor their speed and power on the Equinox app. Class data is also shared with instructors on the an iPad, allowing them to coach the group more effectively. During every class, over 500,000 pieces of data are captured.
Outcome
Before The Pursuit launched, member data collection was very manual. If a rider wanted to track their performance, they would need to record their total watts and speed after every class (using the Schwinn bike console) and analyze it for patterns of improvement. Now, this information is streamed to their second screen in real time, and automatically synced to their Equinox account after class. They can also more easily share their results socially.
Mobile technology has also assisted Equinox in training its less-experienced cycling instructors. To more effectively coach, they can use the real-time data that’s streamed on their iPad to better engage with riders and motivate the class.
Members are saying that they’re getting their best-ever cycling results, generating higher wattage and cycling farther than they do in Equinox’s signature cycling classes.
Strategy
We were challenged with re-launching Equinox’s indoor cycling offering in a way that re-affirmed their reputation as fitness innovators.
The mandates were three-fold. First, tap into gaming ideologies to update the gym’s signature ride program with a class focused on capturing and sharing data. Second, empower instructors to deliver an inspiring workout by equipping them with real-time rider performance. Third, allow members to measure their progress during class and beyond.
We delivered with The Pursuit: a connected cycling experience that goes beyond just speed and wattage tracking to visualize rider performance on a large display screen. This data is then mirrored on the rider’s mobile device, which replaces the Schwinn bike’s traditional console to become a real-time responsive second screen. The data is simultaneously streamed to an instructor console, giving him/her the snapshot needed to effectively coach and encourage the class.
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