One to Zero—Value Migration and the Modern Fitness Brand

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?

It used to be that media organizations had a big advantage by virtue of owning printing presses and delivery trucks, or broadcast licenses; celebrities and politicians would have their proclamations carried across those same mediums by virtue of their popularity or power. The same advantages applied to other areas of the economy like retail and con... See more

The media’s status quo is accelerating towards disruption. We’re seeing the development of new media brands (micro-labels) on platforms and services, the prioritization of talent as a core business pillar by media companies and the shifting business models moving from content direct to creator direct.