• by Laurie Sullivan , March 10, 2008

High-tech exercise equipment that enables consumers to download workout stats onto their Apple iPods is scheduled to hit gyms this summer, but physical fitness experts admit it's not the gadgets, but rather the results, services and clean environment that entice clients to come back for more.

Last week, Life Fitness, Nike and Apple reported they are making iPod-compatible equipment that gyms, such as 24-Hour Fitness and Virgin Athletic Health Clubs, will install in facilities. The iPod plugs into the cardio equipment. It tracks workouts and allows gym members to download the information from the Life Fitness machine onto the iPod, and upload to a Nike Web site to view and analyze.

The deal represents an extension of the Nike/Apple relationship recreated about a year ago after the clothing manufacturer designed running shoes with wireless technology and embedded sensors that communicate with Apple's iPod Nano. Life Fitness spokeswoman Alison Lemaster says the company isn't ready to discuss marketing details.

Some might think marketing this type of technology to health-conscious Southern Californians with toned and chiseled bodies requires little effort. But physical fitness experts say it's the motivation to look good and feel better that gets clients into the gym, while high-tech equipment might convince them it's fun and provide incentive to keep pushing on.

At Body Design, owner Susan Tobiessen markets services such as Pilates, Gyrotonic and weight training that set her boutique Newport Beach, Calif. gym apart from others. The machines are an added bonus at the 300-member facility.

Staff verbally educates clients on safely using equipment because members typically won't take the time to read manuals or signs posted on machines. "Most people want to get on a piece of cardio equipment and go," Tobiessen says. "If there are too many whistles and bells on equipment, clients come and get us to show them how to use them."

Not everyone is computer-literate, and many people don't know the first thing about downloading music onto iPods, she says--except for young kids, and young kids aren't the consumers who can afford gym memberships.

Similarly, at the Athletic Club for Women, owner Doug Schulein recently completed a renovation of the Newport Beach, Calif. facility, installing dozens of cardio machines with flat-screen televisions at the 300-member women-only gym to keep up with the latest tech trends.

"The technology won't sell the gym to the average person, so we tend to generalize the marketing message in ads by saying 'state-of-the-art' or 'latest and greatest' equipment," Schulein says. "The larger gyms may need to differentiate themselves with equipment, but we're smaller-scale, so we focus on service."