Fitness Forward: Engineering Smarter, More Inclusive Solutions at Scale

Facility operators are under more pressure than ever to innovate without overextending. Today’s fitness experience is shaped not just by equipment, but by how that equipment connects people, spaces, and outcomes. In this exclusive conversation, Dan Wille, Chief Product Officer at Life Fitness / Hammer Strength, unpacks how our company is blending our legacy of reliability with the demands of a digital-first, all-ages, and all-environments fitness ecosystem. From predictive AI to product design that meets users where they are, Dan shares where the industry is heading and what operators should keep an eye on.

The Digital Age of Fitness

Q: How are emerging technologies like AI influencing LF / HS  product development strategy? 

Dan Wille: AI is helping us accelerate timelines in ways that were previously unthinkable. What used to take several months in product testing can now be reduced to just a few weeks. But it’s not just about speed; it’s about precision. We can now simulate scenarios earlier and identify issues faster, which raises our standard for quality.

Looking ahead, AI has major implications for how equipment will operate in the field. From personalized workout suggestions to predictive service diagnostics, we’re talking about smarter machines that anticipate needs, both for exercisers and facility operators.

Q: What does “digital enablement” really mean for operators? 

Dan: At its core, digital enablement is about connecting products, data, and people in a way that delivers better outcomes. When every piece of equipment in your facility, from cardio to strength to accessories, is digitally connected, you can unlock insights that drive smarter decisions. That could mean proactive maintenance alerts, trend reporting on usage, or embedded programming support for exercisers.

We’re not adding tech for the sake of it. We’re building an ecosystem that amplifies value for both the people using the equipment and the teams managing it.

Fitness Through the Ages 

Q: Designing for multiple generations is a hot topic right now. How is Life Fitness / Hammer Strength approaching that? 

Dan: Fitness isn’t one-dimensional anymore. We’re designing for 18-year-olds and 80-year-olds, sometimes in the same facility. That means every interface must be intuitive, every adjustment easy, and every experience customizable.

But it’s more than just accessibility. It’s about delivering confidence and independence to users at any level of ability. Whether you're returning from injury, starting your first workout, or chasing high performance, the equipment needs to meet you where you are and most importantly, scale with you.

Q: What is your take on how fitness trends evolve? How do you know when it’s appropriate for Life Fitness / Hammer Strength to jump on a trend? 

Dan: It’s not about chasing a trend; it’s about delivering something that fits within our broader commitment to quality and inclusivity. Let’s look at pilates; it’s a great example of how fitness trends mature. A decade ago, it was considered niche—studio-based, female-focused, often overlooked by larger clubs. Now it’s everywhere. Professional athletes are using it. Men are embracing it. And it's increasingly being viewed as a performance and recovery tool, not just a class format.

We actually explored Pilates years ago, but the timing and product execution weren’t right. Now, it’s a much more relevant opportunity—but to do it well, it would need to meet our standards in design, durability, and ease of use.

The New Fitness Ecosystem 

Q: What are the biggest challenges and opportunities when it comes to product design? 

Dan: We’re not just designing for the person working out. There are really three core customers we have to think about: the exerciser, the facility operator, and the service technician. Each one has unique needs, and sometimes those needs can be in conflict.

For example, the exerciser might want every app and streaming option possible, while the operator is thinking, “That’s a connectivity headache I don’t want to deal with.” Or something might look sleek on the outside, but if it takes two hours to service when something breaks, that’s a major issue for both the operator and the technician.

That’s why we bake all of that into our design process from the start. We ask: What do the end users want? What are the pain points for operators? How can we make this easier to maintain in the field? It’s not just about how it looks or what it does—it’s about whether it holds up, scales, and supports the full ecosystem of people who interact with it.

Q: How is equipment design evolving to support fitness outside the traditional gym environment? 

Dan: We’re seeing real growth in non-traditional spaces including hospitality, healthcare, multi-family housing, and even corporate campuses. These environments often lack onsite staff, so the equipment must be more than just functional; it must be self-guiding.

Think about a hotel guest walking into the fitness center at 10 p.m.; no trainers, no front desk, just them and the equipment. That user still deserves a seamless, motivating experience. So, we’re designing for clarity, simplicity, and performance, even in unstaffed or lightly staffed spaces.

Q: What global trends are you watching that U.S. operators should be aware of? 

Dan: Europe is ahead of the U.S. in a few key areas, especially with the rise of health and wellness aggregators; platforms that give consumers access to multiple gyms and studios through a single membership. It creates a more flexible and personalized approach to fitness consumption.

That model hasn’t fully taken off in the States yet, but it could. And when it does, operators who are ready to adapt by offering hybrid experiences, on-demand access, and connected ecosystems will have a competitive edge.

Key Callouts:

Innovation isn’t just about the newest machine. It’s about designing for real people, in real environments, with real challenges. As Life Fitness / Hammer Strength looks ahead, our focus remains clear: create products that are smarter, more connected, and more inclusive so operators can build experiences that truly move people.