Have to Haves vs Want to Haves Emerging Technology and Trends.

Transcription

1 Have to Haves vs Want to Haves Emerging Technology and Trends

2 Disclosures Cyclologic offers educational services to retailers and medical professionals Cyclologic delivers educational services for Trek Cyclologic consults in saddle design and other contact point products Cyclologic distributes GebioMized, Dartfish and Purely Custom Cyclologic works with Trek Factory Racing and all Trek sponsored athlete programs Cyclologic works with athletes in direct cooperation with: USA Triathlon, Canada Triathlon and VIS

3 Why Technology? 1. Human Limitations 2. Accuracy 3. Market Expectations 4. Customer Experience 5. Time saving 6. Trust/Credibility

4 Technology: Human Limitations The human eye works at ~16fps and cannot pause, replay and analyze live pedaling mechanics Video Analysis ranges fps with analysis tools, ability to pause & measure ranges under load Only one side of the body can be observed Non subjective comparisons are difficult (except gross movements)

5 Technology: Human Limitations Communication alone cannot quantify the actual drivers of discomfort and what causes it e.g. discomfort, weight distribution etc. Many cyclists have a long history of discomfort that has become a part of riding a bike Normal for one person is debilitating to another Multiple session analysis is difficult purely from memory without accurate supporting video

6 Human Limitations

7 Human Limitations

8 Static measurements

9 Technology: Accuracy Goniometer angle measurements +/ 3% accurate ~4 5⁰ difference for leg extension i.e. saddle height Goniometer measurements are static relies on accurate ankling duplication by fitter Video and 3D angle measurements are accurate to.1⁰ Video can capture both sides of the body simultaneously Saddle Pressure Analysis provides scientific data Sizing Bikes allows +/ 1mm accuracy in XY axis

10 Accuracy = Better fit & performance

11 Accuracy: Saddle Selection

12 Technology: Market Expectations Consumers (the majority) relate high end fit with fit equipment or types of fit tools I want a 3D Fit or I had a XXXX fit The perception is that the technology is the fit Fitter competence may irrelevant in their mind the technology gives the fitter the answers Fit Business, Accessory Business, Contact Point Business, New Bike Business and more expensive bike purchases are lost when your fit offering is perceived as low tech

13 Technology: Customer experience Modern fitting is not about technology overwhelming the fitting and making the fitter a passive technician Technology should not dictate solutions it should enhance and extend the senses of a fitter and facilitate better outcomes Technology is a means of helping clients see, feel and understand why what a fitter is doing is correct for them

14 Technology: Customer experience Professional fitters that focus on a great fit experience sit or stand side by side with their client and explain in detail what is happening and why

15 Technology: Customer experience Modern fitting is not about technology overwhelming the fitting and making the fitter a passive technician Follow ups are more effective when previous session data is identical Technology is equally useful to communicate as it is to analyze

16 Customer Experience: Technology Engages customers

17 Customer Experience: Share Specifics Personalize the analysis Share the logic behind decisions Show the progression of the fitting Engage your customers side by side Use tools to help customers understand posture and increase proprioceptive awareness (body awareness) Overextended reach Underextended reach Correct reach

18 Technology: Building Trust and Credibility Customers want to purchase products in a process that they trust Technology allows: Rationale for decisions to be transparent The customer can experience and measure how they will feel after changes e.g. crank length difference, position that can t be simulated on existing bike etc. (Size Cycle with Mocap)

19 Technology: Time Saving (paradox) Fit technology does not necessarily reduce the time it takes to do a bike fit A well executed Fit reduces the time it takes to: To build trust Product or fit recommendations are believable Create a loyal customer that will refer clients Find the prefect bike (Size Cycle or Existing Bike/sizing stem)

20 Technology: The bottom line THE EXPERIENCE MATTERS AS MUCH AS THE OUTCOME This principle prevails in other industries too. In the wealth management world 1,400 financial planners were surveyed and the number one reason that clients were dissatisfied was communication. It was 3X poor financial performance.

21 Great technology + Great EQ =Best customer experience EQ or Emotional Quotient = Bike Side Manner Great fitters use the technology time savings to create the best fit outcome and fit experience NOT completing the fitting in less time Proprioceptive education and fit rationale transparency is important

22 Fit Technologies and their worth We will examine: Video Analysis 3D Motion Capture Pressure and Force Analysis: Saddle and Foot Fit Bikes EMG Product recommendation software What's right for your fitting business? New and emerging technologies

23 Video Analysis

24 Video Analysis

25 Video Analysis Professional Video Analysis has certain characteristics: Cameras ideally have at least a 60fps capture rate Cameras are professionally setup and ideally in a fixed location (MMU Biomechanics YouTube channel) Appropriate camera resolution Lighting is adequate and consistent Area setup enables identical captures within a session and in separate sessions Multiple perspectives of the athlete can be captured (Rotational platform or multiple cameras)

26 Video Analysis Frame rate, why is it important? 90 RPM s = 1.5 pedal revolutions per second or fps delivers 9 slices of the pedal stroke 30fps delivers 18 slices of the pedal stroke *Higher frame rates require more light

27 Video Analysis Resolution, why is it important? Higher Resolution and larger Video sensor size: Appearance of video Amount of light required In small spaces with poor lighting higher resolution and larger CCD sensors help with camera placement and poor lighting High frame rate in low light is problematic

28 Dartfish Specialized Body Geometry Trek Precision Fit Comtemplas Video Analysis options Many ipad based apps: BikeFit, Hudl, Dartfish Express

29 Cost and Implementation Tablet apps range from free to ~$100 Desktop/Laptop based external camera software ranges from ~$1000 yearly fee to $3700 for outright purchase (2 installs) Hardware range (PC or Laptop) $1000 $3000 Cameras range from $100 $ fps HD, mid range PC system costs range from $3500 $6500

30 Video Bottom line PRO s Cost effective Most easily understood (Fitter + Client) Most impactful for first fitting technology Communication ROI is high Customer Experience ROI is high High Accuracy possible Cons Calibration/Setup can be complex Relies on fixed location for best function Does not function well when setup poorly Can be complex to learn Can be problematic when installed on multi use computer Accuracy a function of setup, protocol and motivation Frame by frame no averaging BOTTOM LINE: HAVE TO HAVE

31 3D Motion Capture Active Markers (LED) Captures XYZ coordinates Anatomical Landmarks Automatic Capture Automatic Averaging Video support

32 XY and XYZ Coordinates and Fit 95% of bike fitting is 2D X Axis Y Axis Leg Extension is 2D Ankling is 2D KOPS is 2D Pelvis/Torso Angle is 2D All TPF upper body parameters are 2D

33 Why is 3D popular or important? The transverse plane is the plane in which many complex movements take place The pelvis, spine and most body joints have a rotational component that single plane 2D analysis cannot measure

34 Why is 3D popular or important? Captures XYZ data times a second (18 120hz) Analyses the data live, no angles to draw or distances to measure Has the potential to be very accurate or very misleading

35 3D and the future

36 Cost and Implementation System price including PC ~$13000 $16000 Zin and Frame finder options Desktop/Laptop can be relatively low spec

37 3D Bottom line PRO s Calibration and setup is simple Less location sensitive High Consumer Demand Customer Experience ROI is high Averaging and automated capture High Accuracy possible BOTTOM LINE: WANT TO HAVE* Cons Can be complex to learn Can be difficult for recreational consumers to understand Expensive Highly dependent on marker placement (no safety net) Samples every 30 and extrapolates kinematics One side of the body captured at a time i.e. the main thing that 3D excels at is partially lost *DEPENDANT ON CLEINTS AND EXISTING FIT EQUIPMENT

38 Pressure and Force analysis

39 Saddle pressure mapping views ISOBARS 3D VIEW

40 Pressure and Force analysis

41 Force Time Plots

42 Force time plots and the pedal stroke

43 What s happening here?

44 More information

45 Foot Pathologies

46

47 Cost and Implementation System price ~$6000 saddle pressure System price Foot pressure/force ~$5500 Desktop/Laptop can be relatively low spec ROI: Charge +$100 per usage in your existing fit $100 per hour for stand alone

48 Pressure Bottom line PRO s Highly visual and relatively intuitive Huge service differentiator Number 1 complaint area for avid riders Many medical applications (referrals) Customer Experience ROI is high Outdoor analysis possible Service generated ROI quickly BOTTOM LINE: WANT TO HAVE* Cons Can be complex to learn advanced functions without investment in training Fit volume is essential for ROI Pressure does not take individual blood vessel and nerve routing into account Expensive Good physical assessment protocol necessary to compliment data Video or 3D also highly desirable *DEPENDANT ON BUDGET AND MARKETING

49 Fit Bikes

50 Cost and Implementation System price ~$8500 $38,000 (3 year cost) Various types of load control Some systems include tablet ROI: Charge small per usage in your existing fit

51 Fit Bike Bottom line PRO s Cons Precise +/ 1mm XY (STI) Biomechanics centric process Excellent for new riders Excellent for disabilities Possibility to analyze every fit possibility Possible rehab tool Climbing analysis Crank analysis High motivation to be successful Fit volume is essential for ROI Demands space Expensive Some systems are fixed Some systems are hard to see both sides from one camera Servo driven system may provide service challenges and require power BOTTOM LINE: MUST HAVE* (interim sizing stem) *DEPENDANT ON SPACE AND VOLUME

52 EMG

53 EMG

54 Cost and Implementation System price ~$2,500 $15,000 Runs on relatively low spec PC s

55 EMG Bottom line PRO s Possible performance enhancement tool Fantastic rehab tool Possible Prosumer and consumer versions Remote/mobile options exist Cons High motivation to be successful Fit/Rehab volume is essential for ROI Expensive* Complex for non medical users Customers may not see the value and may be less interested as a result BOTTOM LINE: WANT TO HAVE

56 Product recommendation tools

57 XY Coordinates? X X COORDINATE Y COORDINATE

58 NEW TECHNOLOGY

59 Wearables are coming!! Worldwide shipments of wearable computing devices , by category (in millions) Wearable cameras Smart glasses Smart watches Healthcare Sports/activity trackers Wearable 3D motion trackers Smart clothing 207 million wearable devices shipped in 2015

60 Why are wearable a big deal? They can track what we track (or will be able to) They will be the barometer for our work We need to pay attention and understand the limitations We need to use the best iterations

61 Wide variety and growing Smart Leverage smart Generally not scientifically valid

62 Inertia Sensors

63 Motion Recognition garments

64 Motion Recognition Garments

65 Validation looks promising

66 Smart Garments Accelerometers integrated Pressure sensors Temperature Heartrate Large scale funding Consumer focused

67 Stereo Vision + CFD

68 Live telemetry

69 Ventilatory Dynamics

70 What about doping? Biomechanical Fabric Doping anyone?

71 Or new markets?