From its start as an haphazard selection of user-created videos on Youtube, online fitness has matured to be highly commercialised. Specialist pay-to-view providers, such as Beachbody, Wellbeats and Fitness on Demand, offer impressive virtual fitness experiences and equally impressive user numbers.
The pull of the virtual market has also attracted players such as programming giant Les Mills, which recently launched an on-demand service.
WIDENING THE REACH
As virtual fitness operators look to differentiate their offer, live streaming of classes is emerging as a hot trend, offering consumers the opportunity to engage with other “classmates” and instructors, adding a community aspect to the online fitness experience.
Some online providers, such as the Daily Burn, are introducing live streams as bonus content alongside their on-demand services. Daily Burn recently began streaming once-daily, live classes, targeting beginner-level fitness enthusiasts and aimed to attract them to explore the on-demand offer.
For others, streaming is their main service. US-based livestreamingfitness.com offers 24-hour access to live streaming classes and live chat with trainers and nutritionists, for a monthly fee of US$9.99. We look at some of the leading players…