As consumers emerge from the pandemic, hybrid models, convenience, innovation and overall well-being are top of mind.
According to the Sports & Fitness Industry Association’s Tracking the Fitness Movement Report 2022, the number of active Americans continues to rise up 1.3 percent year-over-year with 76.3 percent of people reporting they were active in 2021.
Obé, which first launched in 2018, has established a digital-first platform, providing subscribers with an array of 30-minute fitness classes from the comfort of their home for $25 a month. The platform, which average members use 13 times a month, paved the way for an array of digital fitness platforms that launched during and after the pandemic.
-oriented workout routine. The platform, which includes nutritional content and weekly schedules, has amassed more than $1 million in organic revenue over the last year following its launch. “Figuring out how to make it as efficient and effective as possible is something that we really take into account, but I think an even more important trend…is not necessarily focusing on the physical aspects of fitness, but really focusing on mind, body and soul connection,” Bernstein said.
An omnichannel fitness approach was not the only outcome of the COVID-19 pandemic. Now, consumers are much more focused on recovery and mental well-being, as a part of a more holistic fitness approach, which many of the above content creators have also implemented into their platforms. Aside from brick-and-mortar therapies, recovery-focused technology has made its way to the forefront of the fitness category, most notably Oura and Therabody. tracking through a sleek ring. The company, which is valued at $2.55 billion, has sold more than 1 million of the rings and has changed the wearable wellness category, designing a more convenient option in comparison to fitness trackers and smartwatches.
With “both recovery and just whole body wellness, there is much more of a trend to integrating technology into that,” said Therabody CEO Benjamin Nazarian. “This concept of recovery is going to start converging and growing into just whole body wellness.” so that the impact of Therabody products could be tracked by an Oura user on the brand’s app.
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