Decoding AI and Equipment Technology

Few subjects elicit a mix of trepidation, confusion, and optimism as AI, with its acceleration as a driver in almost all aspects of business and culture. As with professionals in other sectors, many owners of fitness businesses are unsure of how best to utilize this technology, especially in cardio and strength equipment.

This is why thought leaders like Mark Zabel, president of the US commercial division and global CMO of Johnson Health Tech, parent company of Matrix Fitness, are more needed than ever. In late December, Zabel sat down with HFA President and CEO Liz Clark on the HFA podcast Shorts With Liz Clark for an illuminating discussion on the topic. At the time of the conversation, Matrix was completing its year-long sponsorship of the podcast.

50 Years of Insights

Zabel is in a unique position to understand which technology delivers the best outcomes for business owners. Johnson Health Tech marked its 50th anniversary in 2025, with decades of experience designing and manufacturing fitness equipment for a global audience.

Matrix, now roughly 25 years old, produces cardiovascular equipment, strength training equipment, and group training solutions, with about 40 subsidiaries worldwide representing the brand. That delivers a lot of rich data—and greater expectations from customers.

“It was a while back that technology was used just to provide entertainment,” Zabel says. “Now it’s all about solutions—for operators, for trainers, for end users, and for service technicians.”

Matrix now analyzes data from millions of workouts to better understand behavior and outcomes. That data is shaping everything from console design to programming decisions. One clear finding: Touchscreen interfaces are extending workouts.

“From an LED screen, we saw an average 12-minute workout,” Zabel noted. “With touchscreen interfaces, we’re seeing anywhere from 15 to 18 minutes.”

On the innovation front, Matrix has focused on strength equipment, premium cardio design, and configurable group training. Zabel highlighted the company’s Connected Solutions ecosystem.

“We now have over 80 integration partners that are built into our connected solutions,” Zabel says. “So, that's provided operators with better solutions in member management, scheduling, and engagement.”

Staying Ahead of Trends

Beyond clubs, Matrix has expanded its footprint in hospitality, corporate wellness, medical, multifamily housing, and campus recreation. According to Zabel, commercial fitness facilities are still its primary channel, as health clubs continue to influence adjacent sectors.

“Health clubs are really influencing the other channels,” he says. “With larger spaces and more variety of equipment, we’re seeing hotels increase both the size of their fitness spaces and the variety of products they offer.”

Still, data from all of the company’s channels inform Matrix's product development process, which Zabel described as “market-driven innovation.” The company's product management team speaks with approximately 1,000 customers annually through facility visits and trade shows, gathering stakeholder feedback that directly informs design decisions.

The insights gained from the company’s data and research has pushed Matrix to take the lead in development programs before their competition. As far back as 2022, Matrix Fitness teamed with the John W. Brick (JWB) Mental Health Foundation as part of the company’s initiative to raise awareness of the connection between exercise and mental health. Zabel now says Matrix is looking at how the increase in GLP-1 treatments is making resistance training critical for many using the drugs.

Not every equipment trend is based on the latest innovations, however. As boutique and specialty fitness continues to grow, Zabel said the underlying equipment mix remains more traditional than many assume. Competitive formats such as HYROX-style training are gaining popularity, but they still rely on treadmills, rowers, and strength equipment.

“We’re seeing a lot of specialized strength training programs showing up in different boutiques.”

Still, AI continues to drive much of today’s equipment design. In the podcast, Zabel teases yet another innovation coming to Matrix Fitness.

“We're very excited to be announcing a newly formed partnership that's focused specifically on AI, and that will be announced in March at The HFA Show," he says.