THE FUTURE OF FITNESS: An inside look at the winners and losers as the industry faces upheaval

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?

Speaking of Peloton, let’s not forget that they’ve spent hundreds of millions of dollars on production studios, music licenses, and instructor talent to create a premium experience. So, when they heavily discount their app, making it free for 90-days, it’s hard to imagine fitness-seekers won’t defect from their local studios.