Consumers will soon be carrying so much personalised, advanced technology that reaching them will require the adoption of entirely new means of communication.

Speaking at the recent Technogym 2019 Digital Transformation Event, practical futurist Andrew Grill said having smartphones which know about their user's personal preferences and routines means will soon to lead to the emergence of “digital agents”.

"Smartphone data – plus developments in artificial intelligence – will lead to the creation of digital agents,” Grill said. “These will take over the mundane, replicable chores of life.

"Your customers will soon use digital agents to book classes and ask about memberships.

"This means your marketing department will have to start writing ad copy for robots, not for humans.

"Digital agents will be gatekeepers, a bit like a PA. It’s already happening, so get ahead and start using it."

Offering his tips on how the health and fitness sector can future proof its practices, Grill offered a four-point checklist.

His advice includes hiring people with digital skills at management level, business leaders educating themselves on digital, making more of big data and making sure there is connectivity between a business' systems (such as apps, fitness platforms, CRM) and their partners and suppliers.

• To read a full report on Grill's session at the Digital Transformation Event, click here for the August 2019 issue of HCM magazine.