It’s why AI fascinates and alarms me in equal measure. There is no denying its power.

In our sector, I could point to operational examples of AI in action: the clubs such as GymNation in Dubai and Fred Fitness in the US that use AI to personalise customer service and programming. I could reference the likes of Keepme, whose founder shared a fascinating overview of AI’s capabilities as far back as RIDE HIGH issue #13 (April 2021).

But I am not an AI expert. I am a design aficionado, an indoor cycling advocate and someone who regularly calls for enhanced creativity in our spaces, experiences and brand voices. And this is how I approach AI: intrigued by its creative potential and with a realisation that I have much to learn.

It’s why two recent meetings, coincidentally taking place within days of each other, resonated so strongly.

In one, a new customer – a disrupter who wowed me with his vision and purpose – showed me a songwriting app called Suno. He first asked Chat GPT to bring his club concept to life, then fed these words into Suno and asked it to compose a song. Within seconds, having specified his desired genre, Suno generated an original song all about his club, performed by an AI singer and complete with instrumentals and bridges.

A gimmick, you might say – but imagine each studio in your club having its own theme tune or bespoke soundtrack.

In the second meeting, a long-time PR friend asked me to share my thoughts for BODY BIKE’s FIBO 2025 stand. I gave him 10 isolated words. Minutes later, AI had mocked up some visuals. Not the finished article for sure, but a great, thought-provoking start.

Imagine the impact of meeting your architect/designer already armed with visuals that bring your new studio ideas to life.

“Just think how many AI-led opportunities must exist to cost-effectively enhance our branded experiences”

I say it again: I am not an AI expert. In these two experiences, I know I have just scratched the surface. But my point is this: just think how many AI-led opportunities must exist to cost-effectively enhance our branded experiences and boost consumer engagement.

I was truly amazed by how easily ideas could be generated. I, for one, want to know more.

Uffe A. Olesen

CEO, Body Bike International A/S