---
title: "Lucra, Asensei Launch Gamified Fitness Platform for Engagement"
url: https://burnaze.com/article/ee2ed320-1896-4055-8890-249a980a604c
source: "Athletech News"
original_url: https://athletechnews.com/lucra-asensei-launch-gamified-fitness-platform-for-engagement/
author: "Courtney Rehfeldt"
category: "Suppliers"
industry: "Franchise Industry"
segment: "Suppliers"
topics: ["Technology"]
published: 2025-08-07T20:41:48.000Z
modified: 2026-10-31T16:56:45.220Z
image: https://athletechnews.com/wp-content/uploads/2025/08/Asensei-Press_1200x800.webp
---

# Lucra, Asensei Launch Gamified Fitness Platform for Engagement

**TL;DR:** Lucra, a white-label gamification software, has partnered with Asensei, an AI-powered movement recognition platform, to launch a new product for fitness operators. The joint offering provides a plug-and-play way to roll out digital fitness competitions that reward users and boost engagement.

*By Courtney Rehfeldt, originally published in Athletech News on 2025-08-07. [Read the original](https://athletechnews.com/lucra-asensei-launch-gamified-fitness-platform-for-engagement/).*

## Story

Lucra, the white-label gamification software behind entertainment experiences for Dave & Buster’s, Five Iron Golf and Puttshack, has partnered with Asensei, the AI-powered movement recognition platform trusted by Tonal and Centr, to launch a new product for fitness operators looking to drive growth without increasing spend.

The joint offering gives fitness brands a plug-and-play way to roll out digital fitness competitions (both free-to-play and monetized) that reward users and boost engagement. Members can access the challenges through a browser or directly within an app, competing in verified workouts complete with leaderboards and rewards.

The competitions can be deployed as lead generation campaigns, product launches or recurring challenges embedded directly into a brand’s app. To encourage participation, Asensei and Lucra suggest brands can offer product discounts, merchandise rewards and referral bonuses to drive both digital and in-person traffic.

Lucra CEO Dylan Robbins said the partnership addresses two of the industry’s biggest challenges: rising digital acquisition costs and member retention.

“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,” Robbins said. “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.”

For Asensei CEO Steven Webster, the collaboration arrives at a pivotal moment as brands seek more efficient, community-driven ways to grow.

“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,” Webster said. “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.”

## Entities

- Franchise Industry (sector)
- Athletech News (publication)
- partnership (topic)
- Courtney Rehfeldt (person)
- fitness technology (topic)
- Dave & Buster's (company)
- gamification (topic)
- digital engagement (topic)
- Five Iron Golf (company)
- Tonal (company)
- Centr (company)

---
Originally reported by Courtney Rehfeldt, Athletech News (https://athletechnews.com/lucra-asensei-launch-gamified-fitness-platform-for-engagement/). Summarized by Burnaze (https://burnaze.com/article/ee2ed320-1896-4055-8890-249a980a604c).