Digital Fitness and Training

7TH YEAR ON THE LIST

Tempo uses 3D sensors and AI to analyze form and provide real-time feedback.

KEY INSIGHT

Digital fitness companies like Peloton experienced 400% to 500% growth in 2020 but that growth has significantly slowed. With rising competition, we will likely see consolidation in the area. Continued investment in the area means rising competition, and we are starting to see some consolidation.

EXAMPLES

Digital fitness players are rolling out new offerings with hopes of sustaining pandemic subscription levels. Smart gym company Tonal added live classes that provide real-time feedback and a “social zone” where users can interact with each other. Apple Fitness+ also rolled out SharePlay, which allows users to work out “together” even when miles apart. Peloton and Apple have both expanded into employer programs; both companies inked partnerships with UnitedHealth that gives the insurer’s members access to their apps for free. Investments have also flowed into the sector: Investors put $200 million behind Whoop, which provides biometric-driven personal coaching; $200 million behind Hydrow, a connected rowing company; and $220 million into Tempo, which uses 3D sensors and AI to provide real-time feedback.

DISRUPTIVE IMPACT

As the in-home fitness industry scrambles to maintain subscriptions, some companies are tapping employer and insurer wellness programs to offer free access, while others are starting to expand into hospitality, by offering connected equipment in hotels for business travelers. Traditional gyms and fitness centers, meanwhile, will be forced to upgrade equipment and offerings to stay competitive and relevant in the personalized fitness world.

EMERGING PLAYERS

• Peloton • Apple Fitness+ • Tonal • Lululemon’s Mirror • Ergatta • Zwift • Wahoo Fitness • CLMBR • Hydrow • Tempo • NordicTrack Vault