5 predictions for Peloton and the future of digital fitness

Aitana G

Sourced from Medium Business

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Thanks to social distancing brought on by COVID-19, the entire fitness industry is rushing to pivot to a digital model. While digital fitness has actually existed for a long time (Hello, Jane Fonda!), today’s market is rapidly growing around some key components: content, and the means to distribute said content. 

Predictions for the future of digital wellness:

  1. Peloton will continue to expand and dominate.
  2. There will be a “great bundling” of boutique brands onto a single platform (led by ClassPass?). In-person boutique gyms like Barry’s, Orange Theory, and Fhitting Room have all rushed online as a way to survive the pandemic. As brands develop their online audiences, there will be a demand for a single online subscription to aggregate these classes.
  3. Players will expand to offer a full wellness package beyond just workout content (see Lululemon’s acquisition of Mirror).
  4. Acquisitions by Big Tech: Could Apple acquire Peloton? Will Google split YouTube into its own fitness platform? Can Amazon acquire digital fitness streaming players Fiit or Obé and roll them into Amazon Prime?
  5. Celebrity instructors as customer acquisition: Celebrity instructors can easily move platforms, and bring their loyal audience with them, so they will become a strategy to pull in audiences.

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