In the 21st century, innovations not only simplify everyday life but also help to maintain a healthy lifestyle. In the interview, Ron Lieberman explains how to combine the fitness club concept and IT solutions.
Ron is a successful entrepreneur who manages to anticipate the track of business development and effectively utilize technology in an industry that is far from digital. He founded «Fizika»—the first low-cost fitness club on the Russian market, followed by the Kometa Black chain of clubs and «Karta.io»—a digital startup through which e-commerce market participants can pay for advertising campaigns on marketplaces and social networks.
At first glance, wellness doesn't seem to be highly digitalized. Tell us a little about Kometa Black and how technology has become so important in the life of the club.
I would start the Kometa Black story with my first project in the fitness industry—the «Fizika» low-cost clubs. In 2012, my partners and I launched the first subscription-based fitness clubs in Russia. Today, this is a popular business model that is actively being developed in Russia.
Kometa Black was a logical continuation, a new incarnation of such a model. In Kometa clubs, we have combined sports and a culture of coliving and co-working. We offered our guests not only opportunities for training but also space for socializing and relaxation. At Kometa Black, you can play video games on a console, chat in a relaxed atmosphere with other guests. Or attend a stylish party—we often organize events that help us develop our special, cozy community.
The flagship club, Kometa Black, is often referred to as a spaceship club: we have indeed developed a recognizable futuristic design for it. And we hid smart technology under the hood.
For example, we automated the season ticket database—we developed our own software for this purpose. We connected devices from different companies into a single circuit: we controlled turnstiles and security systems. We tried not to be afraid of original solutions. For instance, we installed biometric fingerprint readers on locks and turnstiles. For clients, the use of biometrics became an additional security guarantee, and we eliminated the risk that several guests would visit the club on the same pass.
Of course, we do not store the prints themselves. Our program turns all the data into a digital code.
Another interesting example is our collaboration with a major bank and the production of a joint card integrated into a bracelet. We were able to integrate our information into the NFC chip of a regular debit card, which, like a fingerprint, allows guests to enter the club and open and lock their lockers. And outside of Kometa Black, they can use the wristband to make payments like a regular bank card.
And how does in-house software help in running the club?
We have a cool system of personalized communication with the client: it chooses the scenario of interaction, supports, and motivates to exercise when there is a risk that the client will stop paying for the subscription.
To make this possible, we carefully segmented the audience by describing 18 different profiles. Then, we developed a customer journey map for each one of them.
So much work went into making the communication scenarios as lifelike as possible. After all, fitness is an emotional, impulsive purchase: people decide they want to lead a healthy lifestyle, buy a membership, and do a little exercise. If it doesn't work out, or people lack motivation, they give up. That's why it's very important to keep the interest alive.
Personalized automated communications helped increase the client's LTV by 60%. I am sure that this is a very valuable part of our development—and I plan to supplement it with new technologies. For example, it would be interesting to open up the possibility for guests to track their progress.
Some entrepreneurs prefer to be in charge of the financial model, while others actively promote the business. What do you usually focus on?
I have always acted as a visionary in business projects. I set innovative goals, even if they seemed difficult to achieve.
I know how to assemble a team of professionals who are much better than I am in their fields. And then make that team work well together and achieve great results.
It is important for me to create not only economically successful products but also to make them of high quality and interesting. At the startup stage, I always hold the position of CEO and am in charge of operational processes. When the project reaches the planned indicators, I gradually move away from operational management—later, in the future, I am responsible for strategy.
Your latest project is the fintech startup «Karta.io». How did you come to a business that is not related to fitness?
At «Karta.io», I act as a strategic partner and coach and participate in attracting investment. The service helps e-commerce market participants to pay for advertising campaigns on marketplaces and social networks. We are already operating in the US and Europe, but after we receive a license, we plan to enter other markets as well.
I believe that the future of finance lies in such services. The advantage of start-ups in the financial sector is in personalization and attention to the needs of different segments of the audience. The customer-oriented approach has recently appeared in this market and, in my opinion, will be developing successfully.
What solutions do you think will be in demand in digital in 2024?
If we are talking about the fitness industry, these are the solutions that help to save employees time. A fitness-testing machine will help the club's guests create an individual training program, and an electronic bracelet will grant access to training on any equipment and also show corresponding video instructions. And the management of all business processes, from club access to the training library, will be centered in an intelligent cloud platform.
I am also very interested in how the marketing component will develop. I see great prospects for automated interaction with customers based on their behavior. Perhaps generative AI will help bring this vision to life.
