Tivity Health leadership earlier this year announced a digital transformation that will launch its fitness and holistic health offerings on a consumer engagement platform to more deeply engage with its member base through data and communication tools.
The move came as the pandemic sent most of the Franklin-based company’s business — senior fitness offerings — into lockdowns and forced newly-instated CEO Richard Ashworth and his team to transition service offerings to the digital space — fast.
kAm%96 k6>m!@DEk^6>m D2E 5@H? H:E9 pD9H@CE9 E@ 5:D4FDD 9@H E96 :>A6?5:?8 E649?@=@8J H:== 4@>A=6>6?E %:G:EJ’D 4FCC6?E D6CG:46 @776C:?8D[ 2?5 9@H 9:D E62> :?E6?5D E@ FD6 52E2 E@ :?7@C> >6>36C 6?8286>6?E] %96 4@?G6CD2E:@? 92D 366? 65:E65 7@C 3C6G:EJ]k^Am
kAmkDEC@?8m(92E 5@6D E96 4@>A2?J 9@A6 E@ 249:6G6 H:E9 E96 :>A=6>6?E2E:@? @7 2 5:8:E2= A=2E7@C> 2?5 ?6H AC@5F4ED :? E96 D@4:2= 56E6C>:?2?ED @7 962=E9 DA246 >@C6 3C@25=Jnk^DEC@?8mk^Am
kAm$:=G6C$?62<6CD 92D 2=H2JD 366? E9:D AC66>:?6?E 7:E?6DD 3C2?5 2?5 H6 92G6 2=H2JD 96=A65 D6?:@CD 7:?5 72?E2DE:4 8J> =@42E:@?D E@ 8@ E@ H96C6 E96J =:G6 @C :? 4@>>F?:E:6D E92E 92D 4C62E65 2 DEC@?8 A9JD:42= 2?5 D@4:2= ?6EH@C< E9C@F89 E92E H@C<] p?5 H92E H6 C62=:K65 H2D E92E 7C@> 2 DEC2E68:4 A6CDA64E:G6 H6 42? 5@ >@C6 @? 3692=7 @7 E96D6 >6>36CD] %96J E6== FD E96J H2?E FD E@ 5@ >@C6 H96? H6 DFCG6J E96>[ D@ H6 E9@F89E 23@FE 9@H H6 42? 6?8286 E96> 36J@?5 7:E?6DD 2?5 =@@< 2E 9@H H6 42? 6?8286 E96> :? >2?J @E96C 5:776C6?E H2JD] |2J36 76H6C :?\A6CD@? 6G6?ED[ >2J36 H6 42? 96=A E96> H:E9 >6?E2= 6?C:49>6?E[ >2J36 H6 42? 96=A E96> H:E9 G@=F?E66C:?8[ J@F <?@H[ 2== E96 D@4:2= 56E6C>:?2?ED]k^Am
kAm%96 @?=J H2J E@ C62==J 6?8286 E96> E92E H2J :D E9C@F89 E96 A=2E7@C>] p?5 :E’D 5:8:E2= 7:CDE[ 3FE :E’D ?@E ;FDE 5:8:E2=] xE H:== 2=D@ 36 A9JD:42= 2?5 =@42=[ E@@] %96 4@?46AE :D D:>A=6 2?5 E92E’Di {6E’D 86E E96 E@@=D :? A=246 E@ 92G6 2 4@>A6==:?8 A=2E7@C>[ D@ H6 92G6 E@ 92G6 52E2 42A23:=:E:6D[ H6 92G6 E@ 92G6 @>?:\42A23:=:E:6D[ 2?5 H6 92G6 E@ 92G6 >2C<6E:?8 42A23:=:E:6D] $@ H6 2C6 3F:=5:?8 2== @7 E92E[ 2?5 E92E H:== 36 FA 2?5 CF??:?8 3J E96 6?5 @7 "a] p?5 6DD6?E:2==J[ E92E H:== 96=A FD <?@H @FC >6>36CD 36EE6C 2?5 6?8286 H:E9 E96> 5:776C6?E=J]k^Am
kAmkDEC@?8m(2D E9:D EC2?D:E:@? 2 AC@5F4E @7 E96 A2?56>:4 @C A2CE @7 2 =@?86C\E6C> DEC2E68Jnk^DEC@?8mk^Am
kAmx? C62=:EJ[ E96 A2?56>:4 96=A65 4C62E6 E96 6?G:C@?>6?E 7@C FD E@ 8@ 2?5 5@ E9:D] x 5@?’E E9:?< :7 r~'xs H@F=5 ?@E 92G6 6I:DE65 H6 H@F=5 92G6 8@?6 2D 3:8 2?5 3@=5 2?5 E@ E96 5:8:E2= A=2E7@C>[ H6 AC@323=J H@F=5?’E 92G6] (6 AC@323=J H@F=5 ?@E 92G6 5@?6 :E 7@C 2== E96 C62D@?D J@F E9:?< — x’> ?@E DFC6 @FC FD6C 32D6 H:== <?@H 9@H E@ 5@ :E[ x’> ?@E DFC6 E9:D :D 9@H E96J H2?E E@ 6?8286 H:E9 FD — x E9:?< r~'xs ;FDE 4C62E65 E92E 6?G:C@?>6?E]k^Am
kAm%9:D 4C62E65 2 ?6H H2J E@ 6?8286 E92E H6 5:5?’E 92G6 367@C6] (92E H6 2C6 D66:?8 ?@H :D H96? J@F 364@>6 2 $:=G6C$?62<6CD >6>36C[ 2?5 J@F DE2CE E@ 8@ E@ E96 8J>[ 23@FE `g A6C46?E @7 E96 8C@FA E92E’D 8@:?8 E@ E96 8J> 2C6 7:CDE\E:>6CD] ~? @FC 5:8:E2= A=2E7@C>[ :E’D 5@F3=6 E92E] $@[ be A6C46?E @7 E96 A6@A=6 E92E 2C6 6?828:?8 H:E9 FD 5:8:E2==J 2C6 7:CDE\E:>6CD[ 2?5 E96 C62D@? 7@C E92E :D 24EF2==J BF:E6 D:>A=6i xE’D =6DD D42CJ E92? 8@:?8 E@ E96 E96 8J> 7@C E96 7:CDE E:>6 :? a_ J62CD[ ?@E <?@H:?8 9@H E@ FD6 E96 6BF:A>6?E[ ?@E DFC6 H9@ :D E96C6 — H96C6 5@ x A2C<n (92E 5@ x 5@n p== E96D6 E9:?8D 2C6 C62= 56EC24E@CD 7@C 8@:?8 E@ E96 8J>] *@F F?56C6DE:>2E6 :E 3FE :E’D C62=]k^Am
kAm}@H J@F 92G6 7F== 4@?EC@= 5@:?8 :E :? J@FC =:G:?8 C@@>] *@F 5@?’E =:<6 :En $9FE :E @77] *@F’C6 :? 7F== 4@?EC@=[ 2?5 E96J =@G6 E96 5:8:E2= 492??6=] $@ x E9:?< :? E96 7FEFC6 H92E J@F’C6 8@:?8 E@ D66 :D 2 4@>3:?2E:@? @7 3@E9] *@F’C6 8@:?8 E@ D66 A9JD:42=[ 3642FD6 A6@A=6 =:<6 36:?8 E@86E96C[ H6 2C6 G6CJ 4@>>F?2= 36:?8D[ 3FE E96J’== 2=D@ =:<6 E@ FD6 5:8:E2= 7@C H96? E96J 2C6 ?@E 766=:?8 H6== @C :7 :ED C2:?:?8 @C D?@H:?8] $@ x E9:?< :E’D 8@:?8 E@ 36 2 C62==J 4@@= :?4C6>6?E2= 492??6= E@ 5C:G6 >@C6 6?8286>6?E]k^Am
kAmkDEC@?8mw@H 5@ J@F :?E68C2E6 J@FC @E96C D6CG:46 @776C:?8D — (:D6=J (6==[ !C:>6 2?5 (9@=6 w62=E9 {:G:?8 — H:E9 E96 A=2E7@C> 2D H6==nk^DEC@?8mk^Am
kAm%96 H2J x E9:?< 23@FE :E :D E96 A=2E7@C> :D E96 H2J A6@A=6 4@>6 :?E@ E96 $:=G6C$?62<6CD 64@DJDE6>] xE <?@HD >@C6 23@FE J@F 3642FD6 H6 DFCG6J J@F 2?5 H6 86E D64@?5\A2CEJ 2?5 E9:C5\A2CEJ 52E2] xE 96=AD FD <?@H >@C6 23@FE H9@ J@F 2C6]k^Am
kAm$@ 2D J@F 4@>6 :?E@ E96 A=2E7@C>[ H6 42? E96? D2J[ ‘~9[ J@F’C6 D@>6@?6 H9@ H@F=5 36 :?E6C6DE65 :? @FC 7@@5 AC@8C2>]’ @C ‘|2J36 J@F ?665 D@>6E9:?8 7C@> @FC 2=E6C?2E:G6 >65:4:?6 3FD:?6DD]’ (92E6G6C @G6C\E:>6 D6CG:46D E92E 2C6 >@C6 ?@?\4=:?:42=[ H:E9 962=E9 2?5 H6==?6DD 7C@?E\6?5 @C:6?E65[ E96 A=2E7@C> ;FDE 96=AD FD <?@H >@C6 23@FE J@F 2?5 3C:?8 E96 C:89E 24E:G:EJ 2?5 6IA6C:6?46 7@C J@F E@ 5C:G6 J@FC H6==?6DD]k^Am
kAm$@[ 2== @7 @FC 3FD:?6DD6D H:== 36?67:E 7C@> E96 6?8286>6?E E@@= 3642FD6 H6 8@E E@ <?@H >@C6 23@FE @FC >6>36CD 2?5 H6’C6 8@:?8 E@ 36 23=6 E@ 4@?E24E E96> 2E E96:C @H? AC676C6?46] (6 H:==] z?@H 9@H J@F =:<6 E@ 36 4@>>F?:42E65 H:E9 2?5 J@F’== 8:G6 FD A6C>:DD:@? E@ 4@?E24E J@F] p?5 E92E’D G6CJ A@H6C7F= H:E9 E96 D6?:@C A@AF=2E:@? H96C6 E96C6’D 2 =:EE=6 3:E >@C6 C6DEC2:?E 282:?DE A6@A=6 92G:?8 E96:C :?7@C>2E:@?]k^Am
