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Not all Content is created equal

Delivering an extraordinary experience


future of fitness

What types of content are most engaging? How to create personalized content? Can your content still provide a personal connection? Is it important to continue to train and educate members, or is motivating them enough? Learn why providing content alone isn’t enough, and what type of experience your content needs to deliver to stand out in today’s crowded fitness world.

Key Takeaways


1 | Experience. Experience. Experience.

Content is all about the experience it provides. Better content leads to a better experience, which in turn leads to better retention.

2 | Make it Personalized

Give your members personalized content that feels like it was created just for them.

3 | Make it Personal

A personal relationship improves coaching results. Deliver content with engaging, likable coaches that generate a personal connection with your members.

4 | Educate and Inspire

Motivational content is essential, but it isn’t enough. Your content also has a unique opportunity to provide skills, concepts, and valuable insight.

5 | Meet people where they’re at

Fitness is intimidating to a large percentage of the population. Provide content that is welcoming instead of intimidating – accessible for all, instead of just the elite.

VP of Strategic Accounts and Digital Content – Freemotion

Jeff Esswein

Jeff Esswein brings a uniquely diverse and extensive wealth of experience to any discussion within the fitness industry, especially surrounding fitness and technology. Currently, the Vice President of Strategic Accounts and Digital Content with Freemotion Fitness, Jeff has also built and operated two 150,000 sq ft multipurpose athletic facilities since the 90s. Jeff has more than 30 years of industry experience, including as the founder and EVP of ClubCom.

CEO – REX Roundtables

Eddie Tock

Eddie Tock is a partner with REX Roundtables, a global organization that runs Executive Mastermind roundtables with more than 250 very successful club owners and executives in groups throughout the US, Europe, and Australia. A top speaker for IHRSA Conventions, Club Industry Shows, and previously a faculty member for IHRSA’s Institute for Professional Club Management, Eddie has worked with over 1400 clubs worldwide since 1983.

22 SERIES HEADER Upright Bike(2880×120)

22 Series

Powered by iFIT, the 22 SERIES keeps users engaged with vivid imagery, motivational coaching, and auto-adjusting technology that delivers an immersive and interactive cardio experience.