Will The Fitness Industry Ever Be The Same?

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.

There has never been more digital fitness content created or consumed. From local studios and name brands to instructors and coaches, everyone is churning out workout videos.

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.