We think the most ambitious idea among semi-finalists for Sanofi’s Data Design Diabetes Demo Day came from EnduringFX, which used to be called Activity-based Integrated Data Model (seriously? another good idea on the name change, guys!)
EnduringFX’s president and founder, Jim Stritzinger, looks a bit like a young Tim cook. He’s from South Carolina, and a lot of EnduringFX’s activity is focused so far in that state. He began his pitch noting that American obesity is driving the terrible numbers we’re seeing in diabetes, as well as CHF and arthritis … 42% of the population is projected to be obese by 2030. He showed a heat map for how much of the US South is at risk for diabetes.
Fortunately, he noted — there is a wonder drug for Type 2 Diabetes — and it’s activity. So they built their system around community fitness facilities and RFID chips. Tracking and promoting activity is their idea, and they want it to be as simple and ubiquitous as possible.
You can put your chip on while swimming, walking, on your bike, or even the dog collar (make the dog healthy and the owner gets healthy, too).
Stritzinger envisioned a scenario where a mom with a stroller equipped with an RFID tag goes through the park and passes a mile marker, starting an activity log. A photo is taken, and digital signs throughout the park will coach her, show her lap times and personal best. She could also see all the results of her walks – and compare herself to the top 10 stroller moms or a bunch of Army cadets. All of this will be on screens in the park.
Also, these park screens are tricked out with Microsoft Kinect, and users can control the output with its gesture-based operating system. Your pictures and personal bests can go on digital billboards in South Carolina, so achievements that had only been personal before can now reach people who normally feel overlooked. Their mobile app tracks your movement, and can show you nearby friends (and competitors). You can then compare your achievements against friends, Navy SEALS or local college athletes.
RFID data goes beyond strolls in the park, though. They can pull in weight, blood pressure, sleeping habits and finger sticks, and even integrate with pedometer data, fitbit and Nike Fuel. Also medical equipment like heart rate monitors can fit in – EnduringFX’s product model is to range from elite athletes to simple users.
Their business model? Subscribers pay, sponsors buy screens and billboards. They’re going to partner with cities — already the mayor of Columbia, SC Steve Benjamin is on board. EnduringFX even had unanimous support in Columbia’s city council.
Stritzinger closed with a quote that resonated – “we can’t win the diabetes war in the ER, we need a better prevention strategy.”
In the audience, a questioner asked about privacy. Stritzinger responded that what they’re doing in Columbia, where 12% of the population is diabetic, is working. It’s their first park, and they think it will turn into a destination for visitors. People will see it and race to copy it.
On another question about ROI, he replied that each park is an engineering project that costs in the “mid six figures” to trick out with screens and RFID readers. But they share revenues with participating cities, and sponsor the mile markers in high profile areas. EnduringFX believes that people and cities will be stepping up to equip their parks. In fact, they need to show the cities that park usage improves, so they’re working with USC to develop metrics – using “people counters.”
Furthermore, you don’t need an RFID chip to play — your smartphones will work too.
More at EnduringFx…
