HTSI | Financial TimesFinancial Times

In a crowded software market, hardware can be your moat. The most successful of these companies is Peloton. If you buy a bike (or presumably a Tread), to just get your hardware to turn on, you have to pay Peloton $39 a month for a subscription. And while your parents’ generation ended up using exercise equipment mainly as a clothes horse, these new... See more

“What we’re doing here is really using a lot of that SoulCycle playbook to help people connect with themselves and with each other,” Ms. Cutler said.

Greif situates fitness culture at the nexus of several contemporary threads: the relentless quantification of everything, the drive to optimize the self, the decline of public space—and, of course, “wellness,” as the concept has come to be known. We all want to be “well,” or should want to, at least. But why?

You'll need a business model that aligns you with not only consumers who can already afford gym memberships, digital subscriptions, and Whole Foods trips but with the mass market of consumers that have never been given the tools and frameworks to meaningfully incorporate wellness into their lives.