SeventySix Capital Portfolio Companies Lucra and ASENSEI Launch Gamified Fitness Competitions
Lucra and ASENSEI help Fitness Brands turn Loyal Members into Lead Magnets with Gamified Competitions
NEW YORK, August 7, 2025 - Lucra, the leading provider of social gamification technology, and ASENSEI, the AI-powered movement recognition platform trusted by top fitness and health brands, today announced a product for fitness brands that will increase lifetime value of existing members while lowering the cost per lead of acquiring new members.
With no up-front cost and no engineering effort, fitness brands can run real money and free-to-play digital fitness competitions complete with leaderboards, rewards, and referral mechanics. Powered by ASENSEI’s camera-based movement recognition and Lucra’s white-label challenge engine, the integration gives fitness brands a turnkey way to drive customer acquisition, increase member engagement, and boost lifetime value.
These fitness competitions can be delivered as innovative lead generation or product launch campaigns that run in a browser or be embedded into member applications for monthly or seasonal challenges.
“The cost of digital acquisition is increasing, and retention is more competitive than ever.” said Dylan Robbins, CEO of Lucra. “This partnership brings together Lucra’s best-in-class gamification and compliant infrastructure with ASENSEI’s proven AI movement recognition technology and digital scoring capabilities. Through this partnership, digital and brick & mortar fitness brands, as well as lifestyle brands, will be able to transform current members into their best acquisition engine, all while increasing their lifetime value through competitive, repeatable challenges embedded into their app or website.”
Brands can incentivize participation with product discounts, merch rewards, and referral bonuses that drive both online and in-person traffic.
“The timing couldn’t have been more perfect,” said Steven Webster, CEO of ASENSEI. “Our customers are looking for ways to drive customer acquisition, but the cost of digital acquisition is increasingly expensive for low quality leads. Digital challenges allow us to help brands turn their brand ambassadors, coaches and existing membership base into a source of qualified leads by engaging them in something everyone in fitness loves—a good challenge. But flighting these campaigns is beyond traditional marketing platforms – we’re missing a user experience to join challenges, challenge mates, and administer leaderboards and prizes. Lucra is the missing piece.”
The partnership offers fitness brands a powerful toolkit:
Lower Cost Per Lead: Reward-based referrals turn loyal members into lead magnets who drive qualified signups into the top of your sales funnel.
Increased Engagement & Retention: Weekly challenges and real-time leaderboards keep users coming back—and pushing harder.
Higher Lifetime Value: Prizes and upsells tied to challenges increase physical product purchases and in-studio spend.
Plug-and-Play Setup: The white-label solution embeds directly into your website or app. Flight campaigns and launch competitions in less than 4 weeks.
Pay-as-you-Grow: No up-front costs. Allocate paid media budget to your competition and pay per qualified lead.
ASENSEI’s movement recognition is already trusted by brands like ReadyFit, helping applicants to the U.S. military submit video-verified fitness tests held to elite standards. This proven technology can now drive consumer-grade competition experiences at scale.
To learn more, reach out to partners@asensei.com or team@lucrasports.com.
About Lucra
Lucra provides white-label gamification software that helps brands drive visitation, build customer loyalty, and unlock new revenue. Our technology encourages your users to engage in social tournaments, group play, and peer-to-peer challenges directly within your existing experience. We handle all payments, compliance, and risk management, allowing you to quickly implement our solution to drive more traffic, increase user engagement, and generate new revenue. Lucra powers gamification for top entertainment, hospitality, and consumer brands, including Dave & Buster's, Five Iron Golf, Puttshack, TouchTunes, Hollywood.com, and more. For more information, visit www.lucrasports.com.
About ASENSEI
ASENSEI is the leading software development kit (SDK) for computer vision-based movement recognition and coaching intelligence. Like speech recognition for movement, our AI understands the language of movement using the cameras on the devices we already own. With a nuanced understanding of thousands of movements across sport, fitness, and healthcare, ASENSEI can learn new movements in a matter of hours.
In fitness, ASENSEI turns workout videos into personalized experiences that feel like having a personal trainer or training partner—teaching, guiding, adapting, and rewarding members to boost acquisition, engagement, and retention. In healthcare, ASENSEI onboards patients into virtual physical therapy and provides real-time assistance while tracking progress and adherence—improving outcomes, lowering cost of care, and enabling scalable, high-quality treatment.
ASENSEI works with industry leaders including Tonal, Centr, AMP Health, Livara, and more.
ASENSEI. Artificial Intelligence meets Athletic Intelligence™.
For more information, visit www.asensei.ai
Media Contact
Michael Madding,
Chief Operating Officer, Lucra
michael@lucrasports.com
