Aug 12, 2020
Emmet Williams came into My Zone
with his partner Dave Wright in between 2010 and 2011. The two had
been introduced to heart rate monitoring technology and wanted to
use that to be an accurate representation and motivator for
customers’ fitness and health.
How did you end up with My Zone?
began in the Fitness Industry with a marketing company called
Creative Fitness Marketing, it was based in America, New Zealand,
Australia, and the UK.
Williams was based in Australia, he took equities within that
business, when he was 26 years old, and grew it.
- Williams came into My Zone in 2010/2011 and had
a network established around the industry.
- Williams’s partner, Dave Wright, looked at the
heartrate products, which caused Williams to look at it from a
- Williams and Wright believed that using this
technology would help drive engagement and that would drive
experience of William and Wright managed to apply this concept
better than the new technology that was arising in the
My Zone is a combination of both hardware and software,
is that right?
- It is
a mix of hardware - being a heart rate belt, and monitor - as well
as software - which includes club display and the smartphone
goal is to make the client feel good and keep them
sense of achievement that comes along with this practice is what
keeps the client interested.
is a leaderboard on My Zone that helps build a sense of
Is there any functional fitness or how are you guys
applying this to other models? Besides spinning and
rate has been attached to cycling for a long time, and My Zone took
into consideration the science and the simplicity of the concept
and incorporated that.
Zone aspired to build a point system that is perfect for the gym
Zone looks at your fitness level - such as a gold handicap - which
democratized exorcise. It removes who the fittest person is in the
room, and levels the exercising in the glass. Each person practices
in their fitness level.
does not matter what exercise you are doing, as long as you are
doing some form of exercise.
When a consumer buys it, is it part of their gym
membership? Can they buy it independently?
Zones business model is selling to the gym operator, but the
waistband can be bought on Amazon.
Are there any new metrics that you are looking
rate viability is an interesting way to go, but it can be a
challenge, and My Zone is not delving into that.
are looking at their heart rate recovery, which will portray how
healthy your cardiovascular system is.
rate recovery can predict your fitness age and your mortality rate
by seeing how healthy the metrics are, and they will be clinically
proven to be accurate.
How is your company building that gamification and
community in this new hybrid world we’re in?
- Williams believes that it all begins with
strategy and the operative system.
Zone encourages half-year huddles, which is to review the mid-year
mark, and they ask the operators what their strategy is. Often
times, they do not have a response to that, which is
teach them a practice that helps establish a strategy to help
figure out where they would like to go with the year going forward,
and finding your anchors.
Zone is a good fit if one of your anchors is a community, results,
and sustainability. It gives you a goal and a status
Zone strives to position itself as an authority to bring rewards
and community to the customers.
What are some of the biggest challenges you are facing
now as an organization?
Zone came into this year with a growth plan and took their existing
products and new services into consideration, but that was turned
over due to COVID.
want to focus on their existing customers and want to help to
reboot them before they concentrate on growth.
Zone has a few products such as the mZ remote, as well as the
patented fitness the releasing in the Fall (2020).
Zone expanded into Germany and Singapore, and are looking forward
to spending more time at improving there.
Are there any kind of strategic partnerships or
collaborations you guys are looking for?
Zones API goes out to many vendors and is very happy to show their
Zone has a very open mind when it comes to new
Is there anything you are reading right now that you
would recommend to the audience?
Schwarzman - What it takes: Lessons in Pursuit of
- Matthew Syed - The power of diverse
Ellis - Hacking Growth.
Emmet Williams Email: