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TECH TALK

WHAT’S THE FUTURE OF HOME FITNESS? The days of a home workout being a video in the living room are long gone. The coronavirus pandemic is driving a massive pivot to digital, which is transforming the sector. Kath Hudson reports

T

he coronavirus pandemic has seen the

translate to 14 million new subscribers and

home workout sector experiencing

a US$3.3 billion market opportunity this

exponential growth in every direction,

year – and that was before the pandemic.

with some on-demand providers reporting 800 per cent increases in take-up. This comes off the back of a record year

The pandemic has prompted the majority

for at-home digital in 2019, which saw an

of operators to launch a digital offering –

explosion of new and repackaged entrants

some in partnership with existing fit tech

to the space, including Echelon, MYXfitness,

companies, some creating customised

iFit via NordicTrack, Tonal, Mirror and Openfit

solutions, and some simply jumping on Zoom.

via Beachbody co-founder John Congdon. According to 2019 research from

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Research also shows that 85 per cent of club members also exercise outside clubs.

Whatever follows, 2020 will be remembered as the point where fitness went digital, but will

L.E.K. Insights, digital fitness content market

this ultimately create competition for clubs or

growth in the US alone was expected to

will it grow the market? We ask the experts

fittechglobal.com 1 2020

Profile for Leisure Media

Fit Tech magazine issue 1 2020  

The global magazine and website for the business of fitness technology. Find out about the latest fit tech for health and fitness, sport, we...

Fit Tech magazine issue 1 2020  

The global magazine and website for the business of fitness technology. Find out about the latest fit tech for health and fitness, sport, we...

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