Kiwi Technology set to ‘Gamify’ Fitness for Millions
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Kiwi Technology set to ‘Gamify’ Fitness for Millions
MEDIA RELEASE
Kiwi Technology set to ‘Gamify’ Fitness for Millions
By Fleur Revell
29 January 2016
New
Kiwi developed digital technology is set to reshape the fitness
industry for millions globally, and capitalise on the growing millennial
gym market.
Immersive Fitness technology merges cinema quality graphics and sound
with high intensity exercise in a purpose built studio. Fitness routines
are synced to the surrounding screen and music with instructors
controlling the choreography of each session.
The concept is the brainchild of Les Mills Jnr, grandson of Olympian and
founder of the world’s largest provider of choreographed
exercise-to-music group fitness classes, Les Mills International.
The new programme was created in response to a Future of Fitness paper
which along with themes of connection, personalisation and convergence,
explored the blending of technology into fitness and activity as a
game.
Mills Jnr says this new concept ‘exergaming’ highlighted the blurring
lines between the real and the virtual. He and friend Adam Lazarus saw
an opportunity to create a fitness experience that would appeal to the
dynamic needs of the millennial generation.
“Younger people, or millennials, now represent almost 50 percent of the global fitness market.
“We know they thrive on technology rich experiences and we wanted to
create something that met this need by combining exercise with social
connections and entertainment,” he says.
Mills Jnr says 68 percent of American households play computer or video
games and that gamers are no longer a ‘geeky’ minority group.
“This common interest and the direction ‘gaming’ is heading highlights a
significant opportunity for the fitness industry and one we were keen
to grow.
“We wanted to reinvent everything people expect from exercise and create
a place without time, one that’s removed from the day-to-day, where
people can feel inspired,” he says.
Lazarus and Mills drew inspiration for the concept from immersive tents
at music festivals and the video innovations brought to life at concerts
like those of Beyonce and Kayne West.
Internationally boutique gyms are growing rapidly with 42 per cent of
the 54 million members of fitness facilities in the US attending
boutiques.
Created by a team of Kiwi audio and visual creatives and a local
animation team, the first classes to feature the new technology are
being offered under the brand name The Trip. Here cyclists can ride
through futuristic cities, new galaxies and virtual worlds.
Mills Jnr says as we seek to have an even more authentic experience, it
is likely that future generations of the product will come equipped with
smell, floor movement and even rain.
“We all know technology is shifting by the minute and ideas that seemed
ridiculous two years ago are now totally feasible and we want to be at
the forefront of these developments,” he says.
Mills Jnr says the company aims to have 20 million people enjoying a live Les Mills experience every week by the year 2020.
The world’s first Immersive Fitness studios have opened internationally
and The Trip is a permanent fixture in Los Angeles, London, Paris, Hong
Kong and Stockholm.
New Zealanders will be able to experience the technology from December 2015 when it launches at Les Mills Newmarket, Auckland.
Find us on social
Check in at Les Mills Newmarket
Twitter @lesmillsgyms ● Instagram @lesmillstribe ● Facebook Les Mills - New Zealand
#ImmersiveFitness #LesMills
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Chen Jie Xue 陈洁雪
我是一个新西兰的中国人,出生在马来西亚的沙捞越州
I am the writer of:
1: From China to Borneo and beyond. 海外华人的中国魂:
从中国,到南洋,到更远
第二次世界大战
我爷爷的故事
2: Diary of a Bereaved Mother, Goodbye my baby 丧儿记:
丧失儿子的母亲的一本传记
Published 2011
Genre: Non fiction, self help, bereavement, infancy death
NZ$35
Available in New Zealand at:
Women's Bookshop, University Bookshop, Auckland, Church of Christ Bookshop, Online orders: Wheeler books,Fishpond.co.nz ,academybooks.co.nz/product/isbn/9780473187095/
For Overseas order:
www.abebooks.co.uk/9780473187095/Diary-Bereaved-Mother...
please send an email:
annkschin@yahoo.com
TV and YouTube Video:
http://www.youtube.com/watch?v=IZk9w-uywAs&lr=1&user=asiadownunder
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http://annkitsuetchin.blogspot.co.nz/2013/02/foreverinmyheartexhibition.html
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