There is a social shift towards people making fitness routines part of their identity, Eric Falardeau, partner at McKinsey, told HCM Summit delegates this morning.

Falardeau says this is a fantastic opportunity for the sector as fitness has shifted from a casual interest to a priority for many consumers: “Younger generations are really showing up, trying different options and showing a willingness to pay, which is very different to young people five to 10 years ago.”

The two big challenges are human indiscipline and the difficulty in living the habits we want to. Technology is giving the sector the opportunity to help build habits in a way which wasn’t previously possible, but Falardeau points out the fitness sector lags behind other industries in its application of technology and that digital and AI are an imperative which will redefine the factors that determine winners.

“This is one of the most foundational strategy questions we’ll have in our careers. One of the biggest things to look at strategically,” says Falardeau.

Dominika Kampa went on to talk about how to put together an AI strategy, firstly by asking what you want to achieve as an operator: “You don’t have to build fancy tools; think about the opportunity, what AI can mean for you and how it could give you a competitive edge. A well-trained AI will always give the right answer, which a human might not.”

Summit delegates are now enjoying a networking lunch, sponsored by Perfect Gym and attending book signings by Jetts CEO, Elaine Jobson and The Well HQ co-founder, Baz Moffat.

At 2pm, One Living founder, Jonny Wilkinson, will be interviewed on stage by HCM editor, Liz Terry.

Watch the live stream here