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Companies like Mirror and Peloton are part of a new breed of fitness tech re-defining the home gym. Mirror allows friends to take virtual classes together, lists the name of everyone taking the same class to foster camaraderie and has share features that allow users to their workout Photograph courtesy of Mirror. CPA Carey Dillen is used to success. Revenues dropped to nearly zero. Now, many big U.
One reason gyms and yoga studios are failing is their growth has largely been driven by in-person experiences. Even in the age of Amazon and Bumble, meeting with a trainer or doing a Zumba class with friends was still considered preferable to, say, watching a how-to video on YouTube.
At-home exercise apps and equipment, meanwhile, were most often a seasonal plan B, research from LatentView Analytics showed. The biggest success factor of any fitness business, it reported, is a sense of community. And businesses that facilitate—or even simulate—togetherness seem poised to dominate the market. Take startups such as Peloton and Mirror, which stream cycling classes.
Both are coming out ahead on the community-building front. Cyber-cyclists can meet post workout by ing a Peloton Facebook group for their city, where they plan both digital and in-person rides. Mirror allows friends to take virtual classes together, lists the name of everyone taking the same class to foster camaraderie—or at least familiarity—and has share features that allow users to their workout calories burned, heart rate achieved to Facebook—a show of self-congratulations, perhaps, but also allegiance.
One barrier to entry, however, is that both Peloton and Mirror require expensive hardware. While some classes are meant for people with bikes and weights, others require no equipment at all.
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The up-close camera angles and loud music are meant to simulate the feeling of being in an energetic studio; and like Peloton cyclists, NEOU users can see which of their friends are taking the same class. NEOU, like Peloton and Mirror, is a digital native—a company started specifically to offer consumers at-home, computer-connected fitness.
But pivots from bricks and mortar are also proving possible in the current market. ClassPass, for example, started in to offer subscribers access to a network of 30, workout studios. Why one gym, when you can them all?
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Well ahead of the pandemic, inYYOGA started offering online classes through a proprietary app. That changed in March. Now, in addition to existing members in Ontario and B. YYOGA has had to close two of its physical locations permanently. At least not yet.
Matthew Hague is a Toronto-based freelance writer. His work appears regularly in The Globe and Mail. Features From Pivot Magazine is the year of working out from home Mirror allows friends to take virtual classes together, lists the name of everyone taking the same class to foster camaraderie and has share features that allow users to their workout Photograph courtesy of Mirror CPA Carey Dillen is used to success.
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Related Articles. About the Author. Matthew Hague Matthew Hague is a Toronto-based freelance writer.
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