Obé Fitness has seen 70 percent growth month-over-month since the quarantine began.
The coronavirus pandemic saw masses of consumers nationwide put under shelter-in-place orders, much to the dismay of gyms and fitness studios. At-home fitness instructors and virtual workout providers, though, saw an instantaneous lift in business.
“In mid-March, we saw a monumental surge in signups,” said Mark Mullett, cofounder. He said he expects the effects to be long-lasting. “People are realizing their living room can be their fitness oasis if they have the right partner for that journey,” he said. Mills and Mullett first met during their time in the entertainment industry, which they left two years ago to start Obé. “We met working at a large talent agency and selling TV shows in a quickly shifting content landscape. Now, we are a premium enter-trainment and broadcasting brand. We can promise our audience really great, effective, topical, fun experiences with us every day. It really is an extension of what we did in the entertainment business,” Mullett said.
In a sea of online options, including free ones on YouTube, it’s this approach to video that Mullett and Mills credit their success to. “There are a lot of people doing Zooms and YouTube videos, but the way we’re trained to digest content, we try to do something new and fresh. It’s also why variety is important, every day we feel a little different.
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