Aug 5, 2020
Mike Hansen got into this
industry in the 90s and discovered that his passion was fitness. He
changed his mindset to an entrepreneur mindset and wanted to make
fitness more fun for people. He wanted to tie gaming with fitness,
and through that saw that there was a big gap within the fitness
How do you define a smart gym? What would things look
like back in 2010-2011 compared to now?
- Hansen says that he believed you could connect
better with people, and knew who he was.
- Ultimately it was aimed at understanding the
consumers and sending them the right message.
- Ultimately it was a timing factor when it came
to fitness apps, as back in the early days people saw them as
information apps, and not aimed at assisting the
In the world of Smart Champs, who do you think is doing
- Hansen says he has not seen one fully executed,
he sees a lot of vendors that potentially solve part of that
believes it is yet to be fully brought together.
are a lot of opportunities when it comes to being able to make
gym-related concepts Smart, but it is just not there yet in the
Explain how the Hub would work, explain the
is a multitude of places where someone could work out, the
application will potentially control where you
Hub will provide assistance and Hansen will provide the value
within the application.
Looking at what we have seen over the past 90 days, how
much did you expect to see, and how much has been a surprise for
- Hansen's business has had to adapt in order to
adopt the shifts that are driven by the consumer.
was an indication that there would be a shift to a smarter change
to society all around. 74% of clubs now have a digital or some sort
of streaming to offer, whereas before it was as low as
- Hansen found the pace of the VR and its move
into the market to be the biggest surprise for
So you are a managing partner in Endorvins, what is
Endorvins all about? What brought this about?
- Endorvins is a full-service fitness streaming
agency - it is the first fully dedicated and integrated agency that
is determined to take businesses online within fitness and
was brought on when Hansen was working on a project last year and
he identified a big gap within service.
What do the actual processes look like for making a
- Determine your content strategy in order to
determine the tools you require.
it has gotten to that point, an individual will be taken to their
which the individual can be introduced to the
all of that is established, Endorvins will handle everything from
content uploading to doing title management and
- Endorvins also extends into licensing and is
truly end to end.
Do you think as you move forward, who do you think your
main clients will be coming from?
- Hansen says their target market is to connect
fitness creators to consumers, their primary markets for
opportunity is in fitness boutiques.
- Endorvins cross over any market that serves
- Hansen believes that there will be a change in
the market to offering a more digitized manner of content and
Can you expand on what your thoughts are on the
decentralization of fitness and what that is looking like from a
- As a
gym owner, the walls need to be broken down and change from being a
location provider to a service model.
order to support your member as a service company, you have to be
able to have the ability to communicate with your customer - this
may mean streaming, and you will need to embrace technology in
order to achieve this.
What do you think the gym model is going to look like a
year from now, from health clubs down to boutiques, who do you
think is going to thrive?
- Hansen believes that those who will thrive are
those who are going to embrace a hybrid model, and believes it will
be able to serve a customer as a consumer service will
business model will need to be changed to a 24-hour service, and
convenience is important and you need to embrace
What are some things that did not go right? What was a
challenge for you as you were navigating these waters?
- Hansen says that placing cameras in fitness
rooms was bad timing in 2014/2015.
believes that the only way to get better in the timing factor is to
root himself into the job side of the equation - he now does
What was the intention of placing cameras in the fitness
- Hansen had the idea that he wanted to create a
broadcasting network specifically designed for gyms to reach their
wanted to build a content catalog and give that content catalog to
broadcasters to be placed on TV.
How are you seeing the gaming industry and the fitness
industry merging? Where are they overlapping
- Hansens says that they looked at the VR and the
AR, and has toyed with the idea that whether or not people will
exercise if it is a video game.
- Gaming can be an entertainment factor and can
be a distraction to the exercise.
the other side, gaming is more for a younger generation, so you
would have to embrace social media more targeted towards the
You mentioned your vision for a record label model. Can
you expand on that?
- Hansen believes that the digital market
opportunity is not structured right, and this means that most
people create content, and have more conversation around brand and
want to structure relationships between music and the
- Hansen believes that they can bring a fitness
label into the fitness industry, and that is the vision for their
You mentioned that there was some machine learning that
you’re working on, some AI, can you expand on
- Hansen says that they identified a big data gap
related to streaming, so they went ahead and focused on pulling all
that data into one single platform.
platform will allow users to read dashboards specifically for
fitness streaming, which is easy to use.
- Endorvins will be the only company that will
offer a specifically fitness-focused streaming data
Let’s say I’m Bobby, a mid-level accountant at a firm,
now working remotely from home looking for ways to now engage in my
health and fitness and improve my health and fitness. How does this
technology or concept help me improve myself?
is more on the b2b side of the equation. Hansen changed the example
to a real-time example of clubs that know what percentage of their
members are using their streaming solution.
will allow you to establish which of your users are within the
proximity to come to your facility, if they are close enough, give
it to them for free.
- Market segmentation will improve your business
and retention and will improve your capture
need to have a profile for your clients because people's lives
What is it you need right now? What are some of the
challenges that you are facing? What is it that the industry can
help you with?
- Hansen says he needs more hours in his day, but
from an industry perspective, he needs people to embrace this
online digital transformation.
not neglect the fact that if it did not work for you, that it does
need to be open to change.
Phone number: 833 227