Myzone spearheads new era of fitness technology
At a prestigious red-carpet event in London, UK, Myzone marks a defining moment in the evolution of fitness technology, spearheading a new category, Motivation Technology (MoTech), that transforms the science of motivation into action.
Leading this new era is Myzone Go, a software-first experience that brings MoTech to every wrist. Designed to work with existing smartwatches or Myzone devices, Myzone Go makes motivation accessible to everyone, wherever they move – helping operators drive long-term member engagement and individuals build lasting exercise habits.
Jay Worthy, CEO, Myzone, explains: “Member drop-out remains the single greatest challenge for fitness operators and the biggest barrier to the growth of the sector. MoTech tackles this head-on, turning the science of motivation into a seamless digital experience that rewards effort, builds habits, and sustains engagement for life.
“At the heart of this repositioning sits Myzone Go, our new app-powered experience that opens up Myzone’s motivational power to everyone. It’s a clear shift from FitTech to MoTech: from hardware-led to motivation-driven, from measuring performance to inspiring lasting participation.
“Working with our newly appointed Motivation Science Advisor, Dr. Heather McKee, we are embedding behavioural science into the experience of every Myzone user, providing technology that motivates people to get active and stay active, developing loyal, active members.
“The future of our industry isn’t just technology-enabled, it’s behaviour-enabled, and Myzone is pioneering this shift.”
With more than a decade of research into health-behaviour change psychology, Dr. McKee has helped organisations worldwide design products and systems that drive lasting lifestyle change.
“My passion lies in understanding what truly drives motivation and, more importantly, how to transform that spark into lasting habits,” said Dr. McKee. “Myzone goes beyond simply measuring effort — it’s about inspiring people to connect, commit, and stay consistent. Together, we aim to help more individuals move more often, for life.”
Dr. McKee will collaborate with Chief Technology Officer Vahid B. Zadeh, formerly of pioneering FitTech giant WHOOP, alongside the wider product team to embed behavioural science across every Myzone touchpoint.
The MoTech roadmap, shared with more than 150 operators, stakeholders, and Myzone partners at today’s invitation-only event, includes enhancements to Myzone’s trailblazing heart rate-based effort tracking and digital platform. Next-generation hardware and app features, including the launch of Myzone Go, will deliver a deeper level of personalised motivation and seamless community connection.
Worthy continues: “Today marks the beginning of a new era for Myzone, one that embraces the power of MoTech to tackle the age-old issue of member dropout.
“According to Leisure DB’s 2025 State of The UK Fitness Industry Report, there are 11.3 million gym members in the UK paying an average membership fee across public and private leisure of £40.80 per month. Encouraging every member to extend their stay by just one month would generate more than £461 million in revenue.
“We already know that people who train with Myzone stay members and train for longer. Now, with Myzone Go and our enhanced, motivation-driven features, we can support operators to build even deeper loyalty and engagement. We are pioneering a huge opportunity to shift the dial on inactivity, deliver commercial value to the sector, and improve population-level health outcomes that support longer, healthier, happier, and more prosperous lives.”
At the event, Myzone also launched a white paper entitled: Motivation that moves: ‘The science of behaviour change in fitness’, to share the science behind MoTech and guide operators in applying it. This is available for free download here: https://www.myzone.org/motech-whitepaper
For more on how Myzone’s MoTech and Myzone Go can help operators, personal trainers, and individuals drive engagement and retention, visit: myzone.org
Justin is the Managing Director of Active Management, which he began January 2004. He offers coaching to businesses worldwide in everything from start up and design to marketing and sales systems. Justin also facilitates four Australian and New Zealand ‘fitness industry roundtables’ events, which allows him to see a huge cross section of business models.