Entrepreneur Seeks to Change Face of Fitness by Combining Concert-Style “Immersive Entertainment” with Intense Workout Experience

An innovative fitness concept, "The RISE Experience," is generating buzz in Orange County for unconventionally motivating patrons with a concert-style environment and built-in incentives.

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“Every trainer knows people push harder when listening to vibrant music,” Cicchetti said. “So it finally dawned on me, the fitness industry has had it backwards all these years."

Aliso Viejo, CA (PRWEB) December 19, 2013

According to a Harris Interactive study, nearly half of the people who make a New Year’s fitness resolution will abandon it by February. Today, an innovative new fitness studio in Orange County called “The RISE Experience” is aiming to change all that – and the entire fitness industry. Using proprietary computer technology, combined with advanced entertainment systems and an agreement with BMI Music, RISE is introducing a new kind of fitness philosophy: “immersive entertainment.”

RISE is the latest fitness evolution designed by California entrepreneur and longtime trainer Mike Cicchetti. “Every trainer knows people push harder when listening to vibrant music,” Cicchetti said. “So it finally dawned on me, the fitness industry has had it backwards all these years. Instead of designing gyms or spin classes with fitness in mind and then adding music, they should be designing them with entertainment in mind and then adding fitness. It’s a much more potent configuration, both mentally and physically.”

RISE packs a ton of entertainment into its modest-size (about one-fourth of a basketball court), featuring a booming ceiling-mounted THX sound system (the same used in movie theaters) for a complete surround sound experience. In addition, six wall-mounted digital flat screens up to 80 inches in length and three times the pixelation of standard screens, provides a simulated experience that the most sophisticated concert producers would envy.

“Imagine going to a Beyoncé, or a Foo Fighters concert where instead of sitting in a seat facing the stage you were standing on a Stair Stepper just pumping away while watching the show,” said Cicchetti. “Think how much more intense your workout would be without you hardly even noticing.”

At the center of all that entertainment sits 20 Stair Steppers. According to SELF Magazine, the average 130-pound woman burns nearly 420 calories for just 45 minutes of stepping. At RISE, with the help of immersive entertainment, women of the same build are averaging 750 calories per class. "After all," says Cicchetti, "burning calories is still at the core of the experience." To track and reward progress, an innovative software, “My Zone,” amplifies fitness progress. It recognizes each participant’s fitness condition, such as heart rate and calories burned, and automatically emails it to the participant for storage in their personal fitness database. To leverage what is known about motivational behavior, RISE participants can earn gaming-style incentives, or Personal Effort Points (PEPs), which they can spend to redeem free classes and other rewards.

RISE was also designed with convenience in mind for busy lifestyles. People can go on theRISEexperience.com, click on a Stair Stepper and mark it as reserved. You can even reserve a Stepper for a friend who will automatically receive an email notification regarding the date, time and Stepper reserved. The receipt you receive looks like an actual concert ticket.

“It really kicked my butt," said Jill Harvey of Orange County. “It was a shock to the body, which is a great thing!”

The first RISE rolled out in Aliso Viejo, California. While the Orange County fitness studio is already a local favorite, it will launch officially in January, giving current patrons a chance to snap up a charter membership at a discount. Cicchetti says these "Backstage Pass" memberships are only available to the first 100 individuals.

If all goes as planned, Cicchetti predicts there will be between 15 to 20 more clubs throughout Orange County and Los Angeles by the end of 2014.

“Bob Marely had it right,” said Cicchetti. “‘The good thing about music is that when it hits you, you feel no pain.’ I’m counting on that.”


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