Vi's Spencer Honeyman: How AI is Actually Transforming the Health and Wellness Industry

The term "AI" has become so ubiquitous that it's almost lost meaning. But in my recent conversation with Spencer Honeyman, Chief Commercial Officer at Vi, I got a clear picture of how artificial intelligence is creating real value in the fitness industry - without the buzzword bingo.

Understanding Enterprise AI

Vi's approach, which they call "Enterprise AI," isn't about chatbots or virtual trainers. Instead, it's about solving practical business problems through data science. The company combines a gym's existing data with their massive database of consumer behavior (covering 175 million de-identified individuals) to optimize both member acquisition and retention.

"We don't come to any health club and say we know your members better," Spencer explains. "We actually do the opposite. We say we have a predictive analytics and machine learning optimization framework that is going to help you leverage your historical and ongoing data."

Breaking Down the Data Advantage

What makes Vi's approach unique is their investment in third-party data. Beyond traditional gym metrics, they analyze:

• Search behavior and online intent

• Retail visit patterns

• Media consumption habits

• Mobile location data

• Demographic and psychographic information

This comprehensive view allows them to identify patterns that would be impossible to see from gym data alone.

The GLP-1 Opportunity

One of the most interesting insights from our conversation centered around GLP-1 medications like Ozempic. While some gym operators fear these drugs might reduce demand for fitness services, Vi's data suggests the opposite.

Spencer notes that they're seeing strong correlations between GLP-1 related searches and fitness interest across all market segments - not just luxury clubs. This presents an opportunity for gyms to expand their services, particularly around strength training and nutrition coaching, to support members using these medications.

The 80% Challenge

The fitness industry has long talked about reaching the "other 80%" of the population. Vi's data-driven approach offers new hope for this challenge by:

1. Understanding potential members' behavior outside the gym

2. Identifying unexpected correlations and patterns

3. Enabling more precise and effective marketing

4. Creating personalized member experiences

The Power of Prediction

Perhaps the most valuable insight from our conversation was about member retention. Vi's data shows that once a member disengages, there's only a 10% chance of winning them back. This underscores the importance of predictive analytics - identifying at-risk members before they disengage.

Starting Your Data Journey

For gym operators wondering where to begin, Spencer emphasizes that perfect data isn't necessary. Starting with basic information like:

• Member ID

• Age and gender

• Location

• Visit patterns

• Contract type

This foundation can provide meaningful insights while you build more sophisticated data capabilities.

Measuring Success

Vi's commitment to measurable results sets them apart. They maintain control groups to demonstrate concrete ROI:

• 3.1 percentage point average reduction in annual attrition

• 17.9% average reduction in customer acquisition costs

Privacy and the Future

Our conversation also touched on important questions about data privacy. Spencer advocates for a future where consumers have more control over their data through opt-in rather than opt-out systems. This transparency, he believes, will benefit both consumers and businesses in the long run.

The Industry Evolution

Perhaps most importantly, our conversation highlighted how the fitness industry is unconsciously rebranding itself. We're moving from traditional "fitness" to a broader focus on longevity, preventative health, and wellness. This evolution requires new tools and approaches - exactly what companies like Vi are providing.

Conclusion

The future of fitness isn't just about better equipment or new workout trends. It's about using data intelligently to serve members better and operate more efficiently. Vi's approach shows how AI can deliver practical value without getting lost in the hype.