Innovating Fitness: Eswar Veluri and Equinox’s Embrace of Generative AI
Eswar Veluri, the Chief Technology Officer at Equinox, is spearheading an exciting era of innovation as the luxury gym operator dives deep into the realms of generative Artificial Intelligence (AI). At the heart of this technological journey lies a twin focus: productivity and personalization—dubbed the two Ps.
Boosting Productivity with AI
When it comes to productivity, Veluri’s initiatives are transforming how Equinox operates on a day-to-day basis. The team’s application of AI is practical and straightforward, targeting mundane tasks like summarizing documents, automating email generation, and streamlining marketing materials and contracts. These improvements not only enhance operational efficiency but also free up time for staff to focus on what truly matters: the fitness and wellness journeys of members.
However, the real innovation begins with a pilot program designed to offer workout recommendations and nutrition tips through a generative AI-enabled feature within Equinox’s mobile app. While currently available only for employees, the rollout has been carefully orchestrated, starting with the tech team, moving on to corporate personnel and instructors, and eventually paving the way for broader access to club members.
Internal Testing: A Core Philosophy
Veluri’s approach reflects a fundamental principle: always test internally first. He recognizes that feedback from personal training coaches will be pivotal in refining this feature. “Our personal training coaches are probably going to be the most rigorous in terms of the feedback,” he states, underscoring the importance of expert insights in shaping technology that interacts directly with client experiences.
Unique Differentiation Through Proprietary Insights
What sets Equinox apart from others using AI is its rigorous training data, which enhances the quality of recommendations available to members. According to Veluri, the integration of proprietary thinking with generalized AI recommendations ensures that members receive personalized guidance akin to what an Equinox coach would offer. “The value is added when we have our proprietary thinking embedded with the general recommendation,” he articulates confidently.
This iterative process has created a powerful feedback loop; users can provide nuanced input rather than just up/down responses. Veluri explains, “That ability for our members to have agency over the recommendations…would not have been possible if we did not have generative AI.” This sophisticated user interaction not only elevates user experience but solidifies member engagement.
A Long History and Adaptation to Tech
Veluri’s tenure at Equinox began in 2010, when he joined as the director of digital products. His rise to CTO in 2021 marks a decade of contributions that have significantly advanced Equinox’s technological landscape, including the continual investment in their mobile app, virtual classes, and more advanced workout machinery. His commitment to harnessing technology reflects the broader trend within the fitness industry, which has seen the democratization of workout data through widespread adoption of fitness trackers and related devices.
Navigating the Future with AI
Even before the current generative AI wave, Equinox was leveraging technology to enhance customer experience. For instance, predictive recommendations for classes—akin to Netflix’s user-tailored suggestions—have led to increased class bookings, improving engagement and reducing member attrition. Additionally, Equinox has launched a generative AI chatbot to provide straightforward answers to queries like hours of operation, streamlining communication between staff and members.
A Frugal Technological Approach
With a lean technology team of around 80 members, Veluri emphasizes caution in spending, avoiding overinvestment in any single initiative. His stewardship involves maintaining a balance between innovation and resource allocation to ensure sustainable growth.
Equinox’s partnerships, particularly with Amazon Web Services (AWS), have facilitated a significant reengineering of its tech stack. The migration from a Windows-based server to an efficient AWS infrastructure has simplified software updates and improved overall operational workflows. Meanwhile, Equinox utilizes large language models from multiple providers to maximize its technological capabilities.
Cultivating an Innovative Culture
The culture fostered by Veluri within his technology team encourages contributions from all members regarding the new features to explore in the mobile app. By closely examining competitor offerings, Equinox aims to stay ahead in the fitness app landscape. “The biggest advantage of Equinox is that we use the services of our company a lot,” Veluri reflects. Engaging with their own products allows the team to identify specific areas for improvement and innovation that resonate with members’ needs and expectations.
Veluri’s commitment to integrating advanced technology with personal fitness reflects a forward-thinking mindset that not only enhances member experiences but also positions Equinox as a leader in the fitness industry’s tech revolution. Through pioneering generative AI applications, Equinox seeks to create a more personalized, responsive fitness environment while maintaining operational efficiency—empowering members on their journeys toward health and wellness.