Working out at the gym is about to get more individualized.

Toronto-based Canopy Labs is creating new ways that fitness businesses can help their customers by knowing more about them and their habits.

The collaboration between Canopy Labs and gym runner Flaman Fitness includes some of the technology that Canopy Labs is bringing to market, according to a press release. The company refers to the process as “AI-powered analytics." It’s the idea that by building a more complete picture of what someone is into in terms of fitness, providers can cater to individual wants and needs.

“We connect to the various customer databases, to build a whole profile,” Canopy Labs's Wojciech Gryc told Toronto Business Daily. “(Customers) all have different needs, different budgets.”

By looking at what individual gym users buy, where they go on a website and how they interact with the business, Canopy Labs can offer targeted opportunities, not to a group, but to the individual person, Gryc said.

The artificial intelligence piece comes into play when the company is doing the profiling, figuring out the customer experience with software automation, he said.

“Are you a runner? Are you a weightlifter?” Gryc said, describing how Canopy Labs tools aggregate and archive the information. It’s a precise process, in which the software can differentiate between someone who’s a triathlete and another user who may have simpler fitness tastes, he said.

Gryc said all of this will be tied to the types of merchandise and activities offered to a particular gym client.

Canopy Labs leaders are excited about how their offerings will serve a gym’s client base in Canada or beyond.

"Investing in fitness equipment is a highly personal experience. People have different aspirations, different needs, and ultimately require an individualized marketing experience to successfully invest in these products," Steve Wittington, vice president of marketing and customer experience, said in a press statement. "The Canopy Labs platform is unique in generating experiences that cater to each specific customer during such a complex buying journey."