From Personalization to Privacy: CEO Bill Davis Talks AI, Growth, and the Future of Wellness on ATFW
All Things Fitness and Wellness host Krissy Vann talks to CEO Bill Davis about how technology, data, and evolving member expectations are reshaping the global fitness industry.
The fitness industry has undergone a transformation with technology at the center of it all, and ABC Fitness has the data and insights to help determine what’s next for the industry. In a recent episode of the All Things Fitness and Wellness podcast, host Krissy Vann and ABC Fitness CEO Bill Davis discussed how AI, data privacy, and shifting member demographics are shaping the future of fitness, and where ABC Fitness is headed next.
Disruption of the Pandemic = Explosion of Innovation
To start, Davis highlighted industry’s evolution since 2019—shaped by pandemic-era disruption and an explosion of digital innovation. “Fitness several years ago was thought about as regionalized. Increasingly, the opportunity is being thought about on a global scale, and brands of all sizes are thinking about how they participate in that global movement.” In fact, ABC Fitness has been focused on expanding our presence in Latin America, Western Europe, and Asia Pacific. Davis continued, “We’re having phenomenal success in Latin America…. More recently, we made strategic bets from a resource perspective in EMEA… and in Asia Pacific. We see just a tremendous opportunity.”
Generational Preferences Not to be Ignored
As technology increases for both fitness businesses and their members, there is one key takeaway: Gen Z is leading the charge. With 16% of new memberships now coming from this tech-savvy generation, Davis emphasizes the importance of personalization, flexibility, and wellness IQ. “Those clubs homing in on the personas they are serving—personalization, flexibility—are the differentiators between those doing exceptionally well vs. those doing moderately,” said Davis. But with increased personalization comes the need for trust, and that’s where data privacy enters the conversation.
“I cannot overstate the importance of having a watchful eye over data privacy… there’s a lasting negative effect on an industry that isn’t careful. Aligning yourself with partners who are committed to that is paramount,” said Davis.
Upcoming Innovations, Thanks to Hackathons
The conversation also touched on ABC Fitness’ continued innovation, including the development of AI-powered tools that help club operators not only identify at-risk members but also automate re-engagement strategies – ABC Fitness’ Churn Predictor – delivering up to a 4–5x return. Davis shared that these innovations often come from internal hackathons designed to turn ideas into action.
And while technology plays a huge role, Davis pointed out that the ultimate goal is operational efficiency and member experience: “To be a good club operator, you have to be really good at two things: attracting and retaining members, and equally good at attracting and retaining employees. I think about AI in the context of both; and it has
the potential to have an outsized impact.”
Wellness Industry Trends Continue to Evolve
The discussion also delved into emerging revenue streams like GLP-1 therapies. Davis shared how ABC Fitness’ is curating AI-powered tools and trainer programming to support members on these journeys, and how partnerships, like ABC Fitness’ with MyFitnessPal, are central to driving habit formation and long-term outcomes.
Whether you’re a single-site studio or a global brand, this episode offers valuable insights into the future of fitness and how companies like ABC Fitness are positioning themselves to help operators succeed in a fast-moving, tech-enabled world.
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