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March 11, 2018

BRINGING THE FITNESS STUDIO

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BRINGING THE FITNESS STUDIO HOME
Is it possible to digitally capture the magic and motivation of a talented trainer, in a group fitness studio that feels like the place to be—and all the other finer points of an IRL sweat sesh? Everyone from marquee-name fitness gurus and spin-and-stream innovator Peloton to megabrands like Equinox and Amazon are racing to answer that question with a big, sweaty yes.

In 2018 digital fitness innovations will let brands go big when they go (into your) home. “If the instructor is better, if the hardware is better, if the software is better, if the location is better, and if the value is better…why would you travel outside the home?” posits Peloton CEO John Foley, whose indoor cycling bike streams live and archived workouts, including classes “beyond the bike.” (Its latest round of funding valued Peloton at $1.25 billion.)

Engaging, online classes streamed to your devices are a logical play for fitness brands, considering they can really increase the reach of the hottest fitness talent more than studios can alone. “We see about 800 clients in our NYC studios each week,” says Anna Kaiser, founder of cult-fave AKT dance cardio workout. “On the AKT on Demand app, we’ve accessed 100 times that amount of people. So given sheer numbers alone, the digital space has been essential for the brand’s growth and visibility.”

And the tech-enhanced home fitness market is going way beyond BowFlex with dozens of breakout brands in 2018. Think: AI trainers who live in “bio-sensing earphones” from a new company called Vi, and “group fitness” classes that occur every hour via the Studio Tone It Up app, a just-launched platform from the creators of Tone It Up, a global community of 5 million women. Trampoline sessions from cult-faves LEKFit, and—soon—Bari Studio. Trainer-led audio workouts (running, strength training, yoga, pre-natal sessions more) set to killer playlists from Aaptiv, and even a new virtual personal-training platform from luxe fitness club Equinox that has brick-and-mortar locations all over the United States. HOME
Is it possible to digitally capture the magic and motivation of a talented trainer, in a group fitness studio that feels like the place to be—and all the other finer points of an IRL sweat sesh? Everyone from marquee-name fitness gurus and spin-and-stream innovator Peloton to megabrands like Equinox and Amazon are racing to answer that question with a big, sweaty yes.

In 2018 digital fitness innovations will let brands go big when they go (into your) home. “If the instructor is better, if the hardware is better, if the software is better, if the location is better, and if the value is better…why would you travel outside the home?” posits Peloton CEO John Foley, whose indoor cycling bike streams live and archived workouts, including classes “beyond the bike.” (Its latest round of funding valued Peloton at $1.25 billion.)

Engaging, online classes streamed to your devices are a logical play for fitness brands, considering they can really increase the reach of the hottest fitness talent more than studios can alone. “We see about 800 clients in our NYC studios each week,” says Anna Kaiser, founder of cult-fave AKT dance cardio workout. “On the AKT on Demand app, we’ve accessed 100 times that amount of people. So given sheer numbers alone, the digital space has been essential for the brand’s growth and visibility.”

And the tech-enhanced home fitness market is going way beyond BowFlex with dozens of breakout brands in 2018. Think: AI trainers who live in “bio-sensing earphones” from a new company called Vi, and “group fitness” classes that occur every hour via the Studio Tone It Up app, a just-launched platform from the creators of Tone It Up, a global community of 5 million women. Trampoline sessions from cult-faves LEKFit, and—soon—Bari Studio. Trainer-led audio workouts (running, strength training, yoga, pre-natal sessions more) set to killer playlists from Aaptiv, and even a new virtual personal-training platform from luxe fitness club Equinox that has brick-and-mortar locations all over the United States.
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