CAN WEARABLE AND DIGITAL TECHNOLOGIES AUGMENT BUSINESS-TO-CONSUMER DATA DRIVEN OUTCOMES IN HEALTH AND FITNESS INDUSTRY?

Abstract

This paper explains the potential role wearable and digital technologies might play in the relationship between health and fitness professionals and consumers. This positive relationship could, potentially, change the industry’s Business-to-Consumer (B2C) dynamics. This article aims to provide information and guidance to readers in the following aspects: A) identifying current applications of wearable technologies and other digital resources in the daily practices of health and fitness professionals, B) understanding the potential of these tools for comprehensive client and patient monitoring, irrespective of age or digital literacy, and C) optimizing the utilization of these resources to enhance consumer engagement in health and fitness endeavors. The examination encompasses wearable technologies, fitness applications, and datadriven tools. Moreover, practical insights into the applicability and usability of widely adopted artificial intelligence versions are enumerated to encompass diverse health and fitness user objectives such as empowerment via technology, enhanced professional-customer connectivity, optimized industry dynamics, and potential for continuous evolution).