Most of us want to get to the gym and work out more often than we do. Unfortunately, building and maintaining a gym habit is hard and many good intentions fall to the challenges of everyday life. How then does one use data, technology and AI to build customer loyalty and lifetime value in the fitness industry? In this session, James Edwards and Niklas Ek from PureGym Group talk about some of the lessons learned helping members build and maintain habits and tenure at one of the leading gym operators in the world - PureGym currently operates over 600 gyms and serves over 2 million members. They will touch on how data and technology have been at the heart of the success and how their work is changing behaviours, driving better health outcomes and reducing customer churn.