September, 2006
3-D Body Scanning Captures Convergence of Sports + Technology
 In the sports and fitness world, customization is about much more than individualization. Today technology enables manufacturers, retailers, coaches, and trainers to accurately measure an athlete’s stride, grip, stroke, swing, and kick. Sports enthusiasts benefit from an enhanced experience which leverages their unique attributes and strengths.
Soon, technology applications will take customization to a whole new level and reset expectations about the user experience, especially for the booming fitness business. 3D body scanning will soon come to market, allowing athletes from amateur to elite to accurately measure body specifications, track silhouette changes over time, and monitor body fat percent.
For businesses based on fitness, sports, and apparel, the implications of a sophisticated 3D body image are fantastic. At SGMA’s Sports + Technology Convergence October 24-26, in LaJolla, CA, David Bruner of [TC]² will showcase a new reality in 3D imaging that will greatly enhance both the user interface/experience as well as encourage new channel partners for brands.
Fitness trainers and coaches can use 3D body scanning to develop programs with real-time, precise measurements which can be tracked over time with interactive software. The model enables customization and accurately matches performance against goals.
For manufacturers and retailers, this technology provides new outlets for brands that can focus on the customer experience. A data sharing network, planned by [TC]², will send a digital file to a consumer looking for custom-fit apparel and gear based on the scanner’s measurements. All brands and service providers who can provide a product based on that customer’s body specifications will have a presence to the end-user, and the user will be able to select from truly custom-fit merchandise that enhances the overall brand experience.
For bricks and mortar outlets, the accuracy of a 3D body scan will eliminate today’s practice of selling based on size prediction. By recommending stock that best matches the in-store customer’s needs and precise measurements, 3D technology will significantly enhance the retailer’s opportunity to generate a unique and loyal customer relationship.
For more details on the Sports + Technology Convergence event, go to http://stc.sgma.com.
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