Fitness, But Make It Free

The COVID-19 pandemic shuttered gyms and boutique fitness studios across the country for nearly two months and left 500,000 people out of work.

The big picture: this crisis is amplifying concerns brick-and-mortar operators have been wrestling with in recent years. Mainly, will on-demand and connected fitness offerings poach their members?

For some, social isolation will leave them craving the community aspect of their favorite studio or gym more than ever before. Others who responded to the pandemic by purchasing a Peloton, outfitting a home gym, or downloading an app like Obé Fitness might not turn back.

Just like New York City subway in early May was used only by those without any other option, services like a pedicure, a haircut, a fitness class, or clothes fitting delivered in public spaces will be for those without the private alternative.