AUSTRALIA is a fitness-loving nation.

The fitness industry has grown exponentially in the last decade and along with it, the sports nutrition category. Australians are the biggest consumers per capita of dietary supplements in the world. The vast range of supplements and powders now available in the market can be so confusing, leaving most fitness novices asking the question: which supplement is right for me?

Experiential marketer and fitness enthusiast Matt Cameron understands the frustration of having to choose adequate nutrition supplements to suit personal situations. A type 1 diabetic, Matt found the task of having to choose a low-sugar supplement difficult and daunting.

“As a type 1 diabetic, I’ve struggled for years to find the right products for me, and I know more than anyone that every person is different and there is no one approach that fits all,” he says.

With a team of experts, he has opened a new wave of multipurpose, core wellbeing stores: Fit Nutrition Fix, which offer fitness enthusiasts tailored nutritional solutions with a smart approach: one size does not fit all.

Taking a page out of his experiential marketing career, the concept stores create an interactive experience that go far beyond any traditional retail offering. Their flagship store is located in Sydney’s Bondi and is dedicated to providing customers with a customised retail experience to suit their individual needs. With support from their highly trained, informed and friendly staff, it takes the intimidation out of selecting a nutrition supplement that is right for you. You can choose to shop for your desired product, or purchase a nutritionist-approved smoothie and sit and chill at the music booth.

The one thing that is sure to capture the interest of all fitness enthusiasts alike, is the incredible technology Matt and the FIT team have produced. The FIT Finder is a digital platform which takes the confusion out of a supplement purchase and empowers customers to be their own health advocate.

“The concept of our in-store technology was born from the recognition that everybody is different, therefore everyone should have a tailored nutrition plan for their individual goals and needs,” Matt says.

“I also recognised that in today’s world, messages about health and wellbeing are highly saturated and can often be confusing and contradictory. I wanted to simplify the process for everyday people regardless of what they’re trying to achieve, making information easy to understand, accessible and highly personalised, and offer them real solutions in real time.”

Developed over nine months with the help of a dietitian, health coach and personal trainers; the platform takes the form of a touchscreen located in the store, but can also be accessed from the FIT website.

It uses an algorithm that helps link an individual’s lifestyle, goals and interests to produce product recommendations in the form of stocked supplements, vitamins, or even a smoothie on their menu.

“This all happens in around 60 seconds,” Matt says, “The extensive data entered into the system means that specific details of hundreds of products can be accurately narrowed down into categories suitable for any given customer. This not only offers an unprecedented level of personalised service in the fraction of the time it usually takes, but minimises the risk of human error.”

The way the technology is structured allows for customers to categorise their purchases based on their level of commitment. So if you’re starting out with your fitness goals, the FIT Finder will recommend a certain level of products different to those for people who are serious about their fitness regimen.

“The system also suggests ideal smoothies for the customer based on their answers to the questions, which they can order on the spot in store. As each smoothie includes at least one product available for purchase, it means the customer has the opportunity to sample a product prior to purchasing it.

“This is a world-first for an experience of this kind and sets the benchmark for retailers in this sector.”

@caitlinchander