Andy Devaney
You know those rare days when fitness tech actually moves the needle instead of just counting it? This is one of them. Myzone has rolled out its so-called Motivation Technology – MoTech if you’re in the club – and it’s basically taking all the clever behavioural science and shoving it straight into what people actually do.
Front and centre is Myzone Go, a software-first setup that straps itself to whatever you’re already wearing – smartwatch or Myzone kit – and quietly gets on with making motivation something you can wear, not just wish for.
The goal? To make motivation universal – helping operators boost member retention while empowering individuals to build habits that stick.
“Member drop-out remains the single greatest challenge for fitness operators and the biggest barrier to the growth of the sector,” said Jay Worthy, CEO, Myzone. “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 new direction lies Myzone Go, an app-powered experience that opens up Myzone’s motivational engine to everyone. As Worthy explains, “It’s a clear shift from FitTech to MoTech: from hardware-led to motivation-driven, from measuring performance to inspiring lasting participation.”
Behaviour Meets Technology
Central to this evolution is Dr. Heather McKee, Myzone’s newly appointed Motivation Science Advisor. With over a decade of research into health-behaviour change psychology, Dr. McKee has guided organisations worldwide in shaping systems that create 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 WHOOP, to weave behavioural science into every Myzone product touchpoint.
A New Era for Fitness Operators
At an invitation-only event attended by more than 150 operators and stakeholders, Myzone shared its MoTech roadmap – outlining upgrades to its signature heart rate-based effort tracking and digital platform. The next generation of Myzone Go features will offer deeper personalisation, seamless community interaction, and smarter, motivation-driven technology.
“Today marks the beginning of a new era for Myzone,” said Worthy. “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 of £40.80 per month. Encouraging each member to extend their stay by just one month would generate over £461 million in revenue.”
Worthy added, “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.”
The Future Is Motivation-Driven
Following the event, Myzone will publish a white paper revealing the behavioural science behind MoTech and offering guidance for operators and trainers looking to embed motivation-led design into their fitness ecosystems.
As Worthy put it best: “The future of our industry isn’t just technology-enabled, it’s behaviour-enabled, and Myzone is pioneering this shift.”
For more on how Myzone Go and MoTech can help fitness operators, trainers, and individuals boost engagement and retention, visit myzone.org.
