{"id":118171,"date":"2024-12-19T16:21:51","date_gmt":"2024-12-19T21:21:51","guid":{"rendered":"https:\/\/athletechnews.com\/?p=118171"},"modified":"2024-12-19T18:29:01","modified_gmt":"2024-12-19T23:29:01","slug":"can-gaming-save-connected-fitness-aviron","status":"publish","type":"post","link":"https:\/\/athletechnews.com\/can-gaming-save-connected-fitness-aviron\/","title":{"rendered":"Can Gaming Save Connected Fitness? Aviron Thinks So"},"content":{"rendered":"
Aviron allows users to play video games while working out at home. The brand believes it’s cracked the code when it comes to fitness motivation<\/strong><\/h5>\n\n\n\n

Connected fitness is in flux \u2013 at-home brands like Peloton, Tonal and Hydrow have gained impressive followings but the jury is still out on whether they can continue to win new members now that people have returned to gyms and studios following the pandemic. <\/p>\n\n\n\n

Aviron believes it\u2019s found a way to break connected fitness out of its rut: video games.  <\/p>\n\n\n\n

Founded in 2018 by Andy Hoang, Aviron<\/a> makes at-home workout machines including rowers, a bike and a treadmill, all of which allow users to play arcade-style video games while working out<\/a>. <\/p>\n\n\n\n

If the likes of Peloton, Tonal and Hydrow represent the classic model of connected fitness \u2013 instructor-led workout classes for cycling, strength training and rowing, respectively \u2013 Aviron offers something new. <\/p>\n\n\n\n

\u201cWhen you say the words \u2018connected fitness,\u2019 people think of classes. That’s synonymous with connected fitness,\u201d Hoang tells Athletech News. \u201cWe’re doing it differently. Our unique value proposition is that we’re using gamification.\u201d<\/p>\n\n\n\n

\"headshot
Aviron founder and CEO Andy Hoang (credit: Aviron)<\/figcaption><\/figure>\n\n\n\n

<\/p>\n\n\n\n

The Case For Gamified At-Home Fitness<\/strong><\/p>\n\n\n\n

Hoang got the idea to create Aviron after buying a Peloton back in the day and realizing that while he enjoyed the brand\u2019s classes, they weren\u2019t enough to keep him motivated in the long run. He wanted something that could scratch his competitive itch.<\/p>\n\n\n\n

Aviron does offer some instructor-led classes, along with guided scenic rides and the ability to stream content like Netflix while working out, but video games are the brand\u2019s bread and butter. <\/p>\n\n\n\n

On its rowing machines, Aviron offers arcade-style video games including \u201cRow Breaker,\u201d where users smash bricks with every stroke, \u201cRow to Riches,\u201d where users battle pirate ships, or \u201cBlaze Breakers,\u201d where users save a burning building by spraying a water cannon. Similar games are available on Aviron\u2019s Fit Bike<\/a> and Treadmill<\/a>.<\/p>\n\n\n\n

Games on Aviron are adaptive, meaning what\u2019s happening on-screen changes based on a user\u2019s effort level on the machine. On the Fit Bike, users pedal faster or slower to achieve certain in-game targets, for example.\u00a0<\/p>\n\n\n\n

Aviron games are available in multiplayer mode, so users can compete online against friends and other fitness enthusiasts for an added layer of competition. Users can also earn Aviron coins for completing workouts, unlock achievements and participate in monthly challenges.\u00a0<\/p>\n\n\n\n

\"video
Gameplay on an Aviron machine (credit: Aviron)<\/figcaption><\/figure>\n\n\n\n

<\/p>\n\n\n\n

Aviron believes gaming makes fitness fun and challenging, motivating people to keep working out on its machines. The Toronto-based company might be on to something. Some studies have found that gamification strategies such as points or small financial rewards can encourage people to be more physically active<\/a>. <\/p>\n\n\n\n

According to Aviron, 92% of its members are still working out on the brand\u2019s machines after one year. The company has also seen 30% growth year-over-year and consistent monthly increases in membership. Aviron currently has around 50,000 active members globally, it reports.<\/p>\n\n\n\n

\u201cOur churn numbers and our engagement numbers are always higher than our competitors,\u201d Hoang says. <\/p>\n\n\n\n

Somewhat surprisingly for a gaming fitness brand, Aviron\u2019s customer base is split nearly 50\/50 between males and females. And the brand\u2019s core customer demographic is between 35 and 55 years old, so it\u2019s not just Fortnite-obsessed Gen Z kids that enjoy gamified workouts.\u00a0<\/p>\n\n\n\n

Given the broad appeal of gaming, Hoang believes Aviron has a bigger total addressable market (TAM) than traditional connected fitness brands that focus on streaming workout classes.\u00a0<\/p>\n\n\n\n

\u201cIf you look at the number of people who are interested in instructor-led classes in North America and you can compare that to how many people play video games on their mobile devices, it overshadows it by 400% or 500%,\u201d he notes.<\/p>\n\n\n\n

\"Aviron
credit: Aviron<\/figcaption><\/figure>\n\n\n\n

<\/p>\n\n\n\n

Don\u2019t Write Off Connected Fitness Just Yet<\/strong><\/p>\n\n\n\n

As Aviron looks to compete with the big boys of connected fitness, it will do so in an uncertain market market for at-home workouts. Brands like Peloton and Tonal have highly dedicated user bases but have experienced some financial struggles<\/a> and executive upheaval<\/a> since the pandemic subsided. <\/p>\n\n\n\n

Despite some of the negative headlines surrounding connected fitness, Hoang believes the segment is still on an upward trajectory, even if COVID threw a monkey wrench into things by creating an artificially high demand for at-home workouts, causing some brands to grow too quickly for their own good. <\/p>\n\n\n\n

\u201cIt’s still a huge market, so there’s a huge opportunity,\u201d he says. \u201cPeloton had raised a billion dollars before COVID even hit, so this industry has (always) been on an upward trend.\u201d<\/p>\n\n\n\n

Assuming the market for at-home fitness continues to grow, Aviron could be well-positioned thanks to the first-mover effect. While other brands offer gamified cardio machines, most of them stick to one modality, whether that’s cycling<\/a> or VR<\/a>. Aviron, by contrast, covers rowing, biking and treadmill running, giving it access to a wider pool of fitness enthusiasts. The brand also recently introduced dumbbells<\/a>, adding a strength training component to its lineup in line with industry trends. <\/p>\n\n\n\n

\"Aviron
credit: Aviron<\/figcaption><\/figure>\n\n\n\n

<\/p>\n\n\n\n

Looking ahead, Hoang says Aviron will look to expand its product lineup to include not just new fitness modalities, but multiple machines for each modality at different price points.\u00a0 Aviron gave a sneak peek into what may be coming on that front in 2023 when the company launched the StrongGo<\/a>, a less-expensive version of its flagship rower.\u00a0<\/p>\n\n\n\n

\u201cWe’re going to continue expanding but it’s not just expanding breadth-wise, it’s expanding depth-wise,\u201d Hoang says. \u201cIt\u2019s not just expanding your product line horizontally, you need to expand it in a way that you can appeal to people who have huge budgets or people who don’t want to spend a lot.\u201d\u00a0<\/p>","protected":false},"excerpt":{"rendered":"Aviron allows users to play video games while working out at home. The brand believes it’s cracked the code when […]","protected":false},"author":59,"featured_media":118178,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"disable_comments":false,"pmpro_default_level":"","tpd_franchise_content":"","hide_featured_img_single_post":false,"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"tpd_featured_video":[],"tpd_sponsored_post_logo":"","tpd_sponsored_post_logo_link":"","tpd_sponsored_post_logo_width":0,"tpd_sponsored_enable_nofollow":true,"tpd_disable_incontent_ads":false,"tpd_disable_right_rail_ads":false,"tpd_disable_after_content_ads":false,"tpd_disable_header_ads":false,"tpd_disable_sticky_footer_ads":false,"tpd_disable_video_ads":false,"tpd_disable_outbrain":false,"tpd_affiliate_disclaimer":[],"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[5150,5],"tags":[5422,2917,154,278,4164],"post-options":[],"vertical":[],"coauthors":[],"class_list":{"0":"post-118171","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-fitness-business","8":"category-tech","9":"tag-at-home-fitnes","10":"tag-aviron","11":"tag-connected-fitness","12":"tag-fitness-equipment","13":"tag-gamification","14":"pmpro-has-access"},"acf":[],"featured_media_url":"https:\/\/athletechnews.com\/wp-content\/uploads\/2024\/12\/AV_PR_Header_V2-_1_-1180x756.webp","author_name":"josh-liberatore","author_avatar":"https:\/\/athletechnews.com\/wp-content\/uploads\/2021\/08\/cropped-Josh-Headshot-96x96.png","primary_category":{"term_id":5150,"name":"Fitness Business","slug":"fitness-business","taxonomy":"category","url":"https:\/\/athletechnews.com\/category\/fitness-business\/"},"yoast_head":"\nCan Gaming Save Connected Fitness? 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