The US fitness industry

• The US fitness market reached $35 billion in revenue in 2019, experiencing a significant growth compared to the previous year, when the market generated about $30 billion.
• The market grew at a CAGR of about 3-4% in the last ten years due to the increase in demand for wearables and healthy foods.
• According to the IHRSA, there were 41,370 facilities in the US that hosted over 6 billion gym visits.
• The total penetration of the market also increased, as the number of people that had a gym membership in 2019 surpassed 71.5 billion, which represents 21.8% of the total US population (71.5 billion / 328.2 billion), while in 2018, the total penetration was only about 20%.
• As the majority of the people that go to the gym are adults, we decided to express the penetration of the market from the total adult population. As such, we found that about 22.3% of the population is under 18, which means that there are about 255.1 million adults in the US.

• Using that figure, we estimated that the actual penetration of the fitness market was about 28.03% (71.5 billion / 255.1 billion).

• As the TAM is defined as “the existing revenue opportunity available for a product or service,” we used the current market size and divided it by the total market penetration to find how much the market will generate if it had a 100% penetration.
• Using that assumption, we found that the TAM of the US fitness market would amount to $124.87 billion ($35 billion / 0.2803) if the market served 100% of the US adult population.

Dance Centers

• Data published by Statista in 2016 estimates that around 19.75 million people in the U.S. participate in aerobics (20.46%). According to IBISWorld, the dance studio industry in the U.S. was valued at around $4 billion as of 2019, growing at a rate of 3.8% between 2014 and 2019. This industry is home to 53,140 businesses and employs 108,454 people.
• "The popularization of dance-inspired television shows and rising interest in dance as an alternative form of exercise have positively affected the industry over the past five years. Dance studios that offering Latin-inspired, fitness, fusion and ballroom dance classes have particularly benefited from growing consumer demand." Data published by USA dance notes that there was 30% increase in the number of people taking ballroom lessons at the start of the 21st century which has helped keep the dance studio industry afloat.
• The future of this segment depends on rising per capita disposable income. Prior to COVID-19 when the economy was gaining strength, it was expected that the dance studio industry would benefit from rising per capita disposable income. Although the onslaught of the pandemic will logically impact group dance experiences, a positive counter balance to this is that the industry was already experiencing a reviving demand for private instruction classes prior to the pandemic.

Fitness and Recreational Sports Clubs

• The United States employs a total of 644,850 people in the fitness and recreational sports clubs industry. As of 2017, this segment was valued at over $33 billion in the U.S. and was home to over 30,000 businesses.
• Globally, the fitness and recreational sports center market size was valued at over $83.68 billion as of 2016 and was expected to reach over $113 billion by 2023. North America holds the largest share of this market and is expected to do so for the foreseeable future. The market is driven by an increasing middle-class population, consumer focus on health, and increasing obesity, along with government support. The market is largely driven by the under 35 age group and about 40% of participants are female.
• In the United States, the recreational sports market is worth $19.2 billion for the youth segment alone, making it even larger than the market size of the NFL ($15 billion). It should be noted that this market size is not limited to club membership, although it's included. Aside from this, travel teams and tournaments are a key driver of the youth sports club segment.
• Boxing clubs are another sub-segment of this industry. Boxing clubs in the U.S. have a 2020 market size of $1.3 billion, according to IBISWorld, but are expected to witness a decline of 4% CAGR this year. The market had been growing at a rate of 1.1% CAGR from 2015 to 2020. This sub-segment alone is home to 4,050 businesses and employs 30,468 people.

Raquet & Country Clubs

• In the United States, there are over 250,000 tennis courts and over 28 million Americans who play tennis, according to data published by the U.S. Tennis Association. Likewise, over 3.53 million Americans participate in racquetball.
• As of 2014, the tennis industry in the U.S. was valued at $5.55 billion, but saw participation grow by 5%. Likewise, 9% of consumers in this market participate in group-type tennis activities, such as leagues and clubs.
• When it comes to racquet facilities in the U.S., "facilities vary widely in player demographics, staff size and budget. They may be public or municipal, commercial or private, with courts that are hard or soft (or both), indoor or outdoor, bare bones or well-appointed and receiving extensive daily maintenance. They may be tennis-only, or they may be part of larger complexes that include everything from exercise rooms to golf to squash to swimming pools to day spas."
• According to IBIS World, the U.S. golf course and country club market size in the U.S. was valued at $24.9 billion in 2020, showing a growth of 0.4% CAGR for this year, after witnessing a growth of 0.9% CAGR between 2015 and 2020. It should be noted that some of this revenue is generated from dining and event hosting. The industry is home to over 10,700 businesses and employs over 306,359 people.

Research Strategy

Loss of Job, Income, and Clients

• A total of 770,042 employees are either already affected or will be affected by health and fitness club closures in the country as estimated by the International Health, Racquet & Sportsclub Association (IHRSA), an organization whose activities include lobbying for the United States fitness industry.
• Based on IHRSA’s recent letter to the U.S. Congress, 221,000 employees will be affected by Arizona and California’s orders for health and fitness clubs to close again, while 280,500 employees will be affected by Texas, Florida, and Pennsylvania’s imminent orders for health and fitness clubs to shut down again.
• A total of 268,000 employees have been affected by the closures of health and fitness clubs in Michigan, New York, New Jersey, North Carolina, and Washington. These clubs have not yet reopened.
• Both 24-Hour Fitness and Gold’s Gym have filed for Chapter 11 bankruptcy. It appears from the restructuring information that 24-Hour Fitness and Gold’s Gym have provided on their respective websites that most employees have been furloughed and only those few retained employees will continue to receive wages and benefits.
•  Almost all employees of cycling studio Flywheel and pilates studio Solidcore have been laid off. Solidcore has furloughed 98% of its workforce, retained only 13 employees, and slashed down the salaries of these remaining employees. A similar occurrence has taken place at Boston Sports Club too.
• Coaches at Solidcore were assured, however, that they need not audition again when the studios reopen.
• According to Chris Craytor, a member of the board of IHRSA, the fitness industry and its employees have been badly affected by the pandemic, yet they are, to a great extent, excluded from government relief programs.
• Economic modeler Emsi estimates that 371,607 aerobics instructors and fitness trainers, 278,932 coaches and scouts, and 7,649 athletic trainers in the United States are at risk because of the COVID-19 crisis.
• Loss of income or revenue is another direct effect of the COVID-19 crisis. Fitness industry operators have seen their revenues decline by as much as 80% to 100%. This decline of course has a direct impact on fitness professionals.
• It appears fitness professionals are losing clients too. A survey shows that 50.16% of Americans will not return to their respective gyms or fitness studios when they reopen.

Shift to Online Platforms

• To remain connected to their clients, fitness professionals are turning to digital or virtual platforms. They are utilizing streaming platforms such as Instagram Live, Zoom, FaceTime, or YouTube to keep their businesses and careers afloat.
• For example, Jacob Gise, who has recently opened a franchise of Body Fit Training in Santa Monica, California, has been forced by the COVID-19 crisis to shutter his studio and offer online courses instead. The shift has enabled him to bring in $8,000 a month, but this revenue is not even a sixth of what he was earning before the crisis hit.
•  Instructors at Barry’s, a high-intensity fitness studio, have also pivoted to holding classes over Instagram Live. Barry’s chose to offer its classes via Instagram Live because the platform allows viewers to interact with instructors real-time. It seems the decision is paying off because Barry’s has observed an increase in its number of social media followers.

Shift to Outdoor or One-on-One Sessions

• Fitness professionals appear to be shifting to outdoor or one-on-one sessions as a result of the COVID-19 crisis.
• Fitness professional and Firehouse Fitness Studio owner Dana Auriemma, for example, has brought her night class outdoors, specifically the rooftop of her studio in Philadelphia, to adjust to the COVID-1 crisis. She has also designed this class to be a combination of her most popular classes and workouts.
• Auriemma has also decided to use fewer props, particularly those that can be easily sanitized and carried to the rooftop. She has limited capacity as well to guarantee social distancing.
• Jacob Gise of Body Fit Training in California has also brought his classes outdoors and has since seen increased interest among consumers.
•  Bron Volney, who has been running outdoor fitness boot camps in Boston Commons long before the COVID-19 crisis hit, has seen his customer base grow through the pandemic. Some of the new faces he is seeing are people who seek out-of-house workouts. To ensure the safety of his clients, Volney has implemented safety protocols, such as social distancing and sanitizing.
• Fitness professionals have adjusted their classes to make them better suited to the outdoor environment. Zumba instructor Lauren Owen, for example, has incorporated more frequent breaks and a different set of songs in her classes.
• Some fitness professionals, especially those who no longer teach classes via studios, have turned to one-on-one sessions. An example is Kyle Axman, an instructor at boxing studio Rumble. A class at Rumble typically costs $25 to $36, but since Axman is now on his own, he charges only $10 per digital class.

Formation of New Partnerships

• It appears the COVID-19 crisis has led to the formation of new partnerships as well.
• Zumba instructor Lauren Owen was supposed to teach at a studio in St. Clair Shores, Michigan, but because of the pandemic, the dance studio has not opened yet. Fortunately, she was able to form a partnership with Shores Nutrition, a provider of protein shakes and low-calorie teas that are typically consumed before and after exercise.
• Owen and Shores Nutrition have agreed to offer a $20-class that includes a shake and a tea. $8 will go to Owen, while $12 will go to Shores Nutrition. The class will be held in Shores Nutrition's parking lot.
• Owen jumped on the opportunity because she knows in-person classes are far better than virtual classes. She noted that “there’s not as much camaraderie over Zoom as there is in person” and that attendance is higher at her outdoor classes than at her Zoom classes.
• Dana Auriemma, a fitness professional in Philadelphia, has also partnered with a wine bar so that she can offer a daytime outdoor class. The wine bar is closed for most of the day, as it is open for business in late afternoon and evenings only.
• Fitness professional and Solidcore coach Amanda Margusity believes that trainers, yoga instructors, meditation and mindfulness instructors, nutritionists, and coaches from various fitness fields will collaborate with each other to offer new and interesting content and services.

Impact on Virtual Workouts

• Mindbody's survey found that virtual fitness adoption has been swift and dramatic, especially live streaming. The percentage of fitness consumers who are using live streamed workout content has increased from 7% in 2019 to about 85% during the pandemic.
• And the trend seems to be here to stay with about 43% of consumers reporting that they will still use virtual content even after they revert to their pre-COVID-19 routines.

Impact on Home-based Routines

• Another survey by Harrison Co. found that about 40% of Americans exercised in their homes for the first time during COVID-19.
• Also, about 34% of consumers with gym memberships plan to cancel their subscriptions after the pandemic, and over 20 million subscriptions could be canceled during COVID-19.

Impact on Workout Habits

• According to a survey by Mindbody, home sheltering has had a positive impact on the frequency and intensity of workout routines with about 33% of fitness consumers in restricted communities reporting that they were working out more. About 56% reported that they exercised more than five times per week.
• Most consumers attributed the increase to having a lot of free time. Also, availability of virtual content and stress mitigation were identified as top reasons too.

Attitudes Towards Fitness Studios

• Mindbody found that while about 78% of fitness consumers still prefer in-person training options, many have new expectations of how in-person fitness should look after COVID-19.
• About 58% of fitness consumers said that they would be more comfortable with boutique fitness studios, and only 25% would feel comfortable in health clubs and multiplex centers.

Impact on Consumer Loyalty

• The MIndbody survey found that 75% of fitness consumers were "attending live stream workouts from their go-to fitness businesses." Older (aged 45-65 years) people were much more loyal at 83% compared to younger people (aged 18-24 years) at 53%.
• Notably, while 38% of fitness consumers sampled fitness offerings from new businesses, 62% exclusively participated in or used virtual content from fitness businesses that they had visited before.

Financial Implications

• According to Harrison Co., a significant share of fitness consumers could shift their spending from physical health clubs to at-home options. Post-COVID-19, about $10 billion could leave the brick and mortar fitness sector for at-home options because of changes in consumer sentiment regarding the cleanliness and safety of health clubs.

General Findings

•  Mindbody and ClassPass are foremost business management tools that fitness centers, gyms, and boutique studios utilize to facilitate their client reservations for in-person or online classes. These online platforms and similar ones do not offer their own branded fitness classes but allow fitness professionals and businesses, especially boutique gyms, to feature their own on the platform so that consumers can sign up through their phone or computer.
• In the rise of digital/online fitness platforms, Mindbody research has found that this channel of fitness is more complimentary to brick-and-mortar boutique fitness than a threat, believing that videos can be a way of extending their brand and increasing consumer loyalty.
• However, before the pandemic, only a minority of Mindbody app users worked out through online offerings such as prerecorded videos (17%) and livestreams (11%), preferring to use the app to book their spot at an in-person class at boutique fitness centers. However, this has shifted significantly since the pandemic with 70% exercising with prerecorded workout videos and 75% participating in the livestream sessions.
• While 93% of Mindbody users plan to return to their regular, in-person fitness routine post-pandemic, a whopping 43% are considering adding video fitness to their pre-pandemic routine.

Age

• A global consumer fitness survey found that 89% of those persons doing online or app workouts were either Gen Z who were born between 1994 and 2002 (40%) or Millennials born between 1979 and 1993 (49%).
• The same survey found that Millennials and Gen Z represent 80% of all gym goers and of this population, 85% of all gym members also do workouts at home, using digital platforms.
• According to a study by Marketwatch, 36% of millennials (26-40 years old) pay for a gym membership which is twice the percentage of older demographics.
• Millennials make up on average 32-48% of boutique gym memberships especially supporting those that have a strong online and social media presence.
• The average millennial exerciser in a survey by L.E.K. directs 2.9% of his or her income toward general health and wellness including sports nutrition products, vitamins and supplements, skin care, and exercise apparel. Stated differently, on average, millennial exercisers shell out a reported $151 for these products every month, compared with the $127 that Generation X spends and the $63 that baby boomers spend.
• Lastly, since the beginning of the COVID-19 pandemic, a Pew Research study found that 18% of the surveyed US adults participated in an online class or did an online workout video at home of which 30% were 18-29 years old, 22% were 30-49 years old, 12% were 50-64 years old and 8% were older than 65 years.

Sex

• According to fitness experts, ClassPass, with its discounted workout class prices, is most attractive to the millennial female demographic who want to spend money on workout clothing, food and drinks in addition to the actual fitness classes.
•  Obé is an online fitness platform that lets users work out live with New York City instructors every day while offering unlimited access to their 4,500+ on-demand workouts for a relatively small monthly price. Before the COVID-19 pandemic, the company's founders admitted that the majority of its user base was largely made up of women and that while that still remains its largest segment, more men have joined the platform since the start of the pandemic and the closure of brick-and-mortar fitness centers.
• A November 2019 Gallup poll found that women were slightly more likely to use fitness trackers and health apps than men. This has consistent over the past five years as a 2014 study by Flurry Analytics and published in Business Insider found that 62% of health and fitness app users were female while only 38% were male.
• The Pew Research Study also found that women were almost twice as likely to have participated in an online fitness class during the COVID-19 pandemic (22% of women vs. 13% of men).

Income Level

• Users of ClassPass are typically those who are seeking discounted boutique fitness classes as compared to low cost big box fitness centers. Typically, small fitness studios listed on ClassPass were attracting individuals who wanted to be able to access upwards of 8-16 classes per month, typically at under $200 a month or approximate less than $25 per class.
• However, in general, the Gallup poll found that almost half of U.S. adults in upper-income households report being current or former users of both fitness trackers and health apps, whereas about one in three adults in middle-income households report having used these products and about 25% in lower-income households.
• As mentioned previously, Mindbody app users are members of boutique gyms and use the platform to book their in-person classes before the COVID-19 pandemic. Typically, fees for these gyms start around $20 per class and can go up from there, depending on the type of class and location.
• The target consumer for these gym-goers are young adults with a discretionary income who see health and fitness as a core tenet of their lives and are willing to pay a premium for the facilities.
• However, since the beginning of the pandemic, Mindbody's internal data shows that users are significantly more likely to expect a lower price point for prerecorded workouts and live stream workouts than they would for an in-studio workout. The same data indicate a slightly higher price expectation may be placed on live streams, and in fact, the average class price we’ve measured on the Mindbody platform for live stream classes is about $12.
• It is expected that those who work for large companies will benefit from fitness subsidies as part of working-from-home perks even after the pandemic. Both ClassPass and Fitternity have reported significant increases in corporate program requests for online classes to offer employees since the pandemic began.

Location

• Users of ClassPass would typically live in or near cities where the platform has studio partnerships for their offerings.
• The Gallup poll found that more than 35% of city and suburban residents report using fitness trackers and health apps, while less than 20% of residents of rural areas have used either one.
• The Pew Research study found that those living in urban areas were twice as likely to have participated in an online fitness class or online home workout compared to their rural counterparts (24% vs. 11%). Adults in suburban areas were in the middle of these two demographic groups at 18%. 

Education

• Lastly, during the pandemic, the Pew Research study found that US adults who had graduated from college were significantly more likely to take part in an online fitness offering compared to persons who had attended some college or had graduated from high school only.

Research Strategy

Interests of Online Fitness Platform Consumers

•  Personal health and fitness are major interests of consumers who purchase and use online fitness apps, subscriptions, wearables, on-demand streaming services, and other products.
• The health and fitness industry, in response to the growing awareness of wholistic health from fitness consumers, has expanded the definition of fitness to encompass "mental wellness and whole-body health. This includes meditation, stretching and nutrition, etc." Some apps include yoga, meditation, diet, and nutrition in their workout programs.
• Fitness app users understand fitness training and are interested in getting certain types of exercises through their on-demand classes. Descriptions of popular app workout activities include terms like "high intensity", "low impact", "functional strength", "balanced strength and cardio", "interval training", "training circuit", "mixed martial arts", "bodyweight", "core", "fitness level", "resistance training", and "muscle groups". Consumers choose workout apps based on the kinds of exercises that are included.
• These consumers are interested in digital technology and are comfortable using it.
• Users of online workout apps are interested in wellness. Many do a combination of strength and cardio workouts as well as yoga to achieve a sense of wellbeing.

Spending Levels of Online Fitness Platform Consumers

• Online fitness consumers are willing to spend money on health and fitness. The costs of apps for fitness workouts and yoga practice in 2020 vary from zero (for free apps) to $60 per month to $2,250 for a Peleton bike and $100 per month for yoga lessons and gear.
• Consumers are willing to purchase services and goods in an on-demand or subscription model.
• A magazine called aSweatLife that serves the fitness community surveyed its readers and found that they spent an average monthly total of $112.48 in 2018, down from $125.50 in 2016. The magazine's readers are primarily Millennials.
• Part of the current success of on-demand workout apps is their cost that is lower than gym memberships. On-Demand workouts are cheaper than gym memberships, according to research by CNBC.com. The average user spends about $48 per month for on-demand workout access, compared to "$59 per month for traditional gyms and $136 for boutique studios."
• The COVID-19 pandemic and strict stay-at-home rules for millions of consumers have led to a spending increase in the health and fitness sector of the economy. During the last week in March 2020, "consumers spent $59 million on health apps and $36 million on fitness apps" according to Appannie.com.

Likes of Online Fitness Consumers

• According to market research firm Lincoln International, consumers want to have physical human interaction to the extent possible, "but often schedules, travel and other issues impede their ability to get to a physical gym." The new, internet-based "connected offerings provide fitness, training, social interaction, gamification and many forms of engagement for the consumer."
• Many fitness enthusiasts like to communicate with others, even within the isolation of the COVID-19 stay-at-home requirements. To facilitate this, some fitness platforms have acquired large social media followings. For example, on Facebook, Peleton has a member page with 322,000 members. (https://www.facebook.com/groups/pelotonmembers/) Social media can help marketers create "niche fitness communities, where members share updates on fitness goals and support one another through the process".
• Many fitness enthusiasts using on-demand technologies enjoy "immersive and entertaining fitness experiences through enhanced gamification". They can compete with others online as they go through their workout routines, just as they would through online games.
• These consumers also want personalization in their workouts. "Technology-enabled workouts offer personalized options to users based off their preferences, such as preferred instructors, virtual location, music genre, style of fitness and duration", according to Lincoln International.
• Consumers want "professionally-coached classes", even though they are doing their workouts at home or in hotels while traveling. This is possible through streaming technology.
• These consumers like "natural treatments to improve chronic conditions and ailments...."

Demographic Information That Reflects Attitudes

• Millennials' positive feelings about diversity have influenced their participation in fitness activities. They constitute the largest cohort of online fitness platform users. "Fitness has become more inclusive for people of all ages and backgrounds...."
• These consumers want to work hard to achieve physical fitness and a sense of well-being. Their average age is about 39 according to Consumer Selects.
• Fitness app consumers are willing to try new things. Gallup research reports that 19 percent of Americans "say they currently use a wearable fitness tracker, with the same percentage saying they currently use a mobile health app."
• Gallup also found that "More than one in four Americans currently use one product or the other: 8 percent are actively using only a fitness tracker, 9 percent are actively using only a mobile health app, and 10 percent are actively using both."
• Younger, suburban women seem more willing to accept at-home fitness routines than older men. "Fitness trackers and health apps are a bit more popular among women than among men. ...[A]dults younger than 55 are about twice as likely to have used these products as are adults aged 55 and older."

Research Strategy

What They Consume

• According to CNN Business, most consumers of online fitness platforms in the US use video as the primary means of getting instructions. Since the outbreak of the COVID-19 pandemic, online fitness firms have reported a significant increase in sales.
•  Obe, an online-only fitness service provider reports that its business has done well since the COVID-19 stay-at-home orders started. The company offers online fitness services via video for the whole family.
• According to Brandastic, a Southern California based company, about 8% of the people in the world use podcasts while exercising and that about 24% of Americans listen to podcasts weekly. Brandastic indicates that podcasts users like it because it allows for multitasking, and podcasts offer a wide variety of articles for reading.

Where They Consume

•  SHAPE reports that there is a growing popularity for live streaming among online fitness platform consumers and several fitness studios and studios are adjusting in that direction.
• According to CNBC, the level of spending on fitness classes and gyms in 2019 grew just over 5%, whereas on-demand fitness spending was about 59%. CNBC reports that on-demand fitness platforms are gaining popularity because they are cheaper compared to traditional gyms and boutique studios.

How They Find Media

• Statistics presented by Mobi Health News indicate that about 35% of health app users found it by searching the app store, about 30% learned about apps from friends and family, about 18% found health apps by searching the web, and about 20% were referred by a medical expert.
• A study conducted by Iowa Research Online revealed that social media fitness influencers have a huge impact on the use of online fitness platforms in the US. Iowa Research Online lists some influencers who have successfully displayed their fitness programs online, including Alexia Clark, Kayla Itsines, and Lexi DeYoung.

Consumption Rate

• According to a report by Statista, Fitbit was the top health and fitness app in the United States in 2018 and it had about 27 million unique users. Statista reports that MyFitnessPal was ranked second with about 19 million users in 2018.
• Statistics provided by My Protein indicate that Americans spend about 12 hours every week on their health & fitness regime, allocate more time to fitness than to socialization, and about 42% of US millennials post a gym or fitness photo on Instagram every week.
•  
  Source
   

Age-Based Differences

• Brandastic reports that Podcasts are mostly used by the US people aged between 25 and 44 years. The World Economic Forum provided statistics on the percentages of people who engage in online fitness activities among different age groups in the US, including 30% of those aged 18-29 years, 22% of those aged 30-49 years, 12% of those aged 50-64years, and 8% of those aged 65 years and above.
•  
  Source
   
•  Mobi Health News reports that about 64% of teens and young adults in the US have used a health-related mobile app, and about 45% of them have used fitness apps. The report shows that fitness apps are the most commonly used by teenagers and young adults in the US.

Summary

• Peloton offers its clients challenging and immersive workouts in a more affordable, accessible, and efficient way. The company was selected because it is a popular brand in the fitness industry with over 1.4 million users.
• CorePower Yoga offers special yoga fitness experience to its clients. The company has over 200 yoga studios across the country.
• ClassPass is a platform that helps people find and book classes effortlessly. The company strives to bring people with similar interests in fitness together while supporting studio and small businesses.
• Mindbody Company provides a software that links thousands of professionals in the wellness, health, and beauty marketplace to their customers.
• Echelon Fitness provides a novel approach to fitness. The company provides programs and classes that users can engage in at their own time and convenience.
• YogaWorks provides programs that adhere to the original yoga traditions while incorporating the modern world’s popular styles.

Peloton

•  Peloton is a privately held firm founded in 2012 and headquartered in New York. The firm is in the health, wellness, and fitness industry and its offerings include fitness, networked fitness, android, cycling, hardware, software, video production, retail, and Supply Chain. It was selected among the top online fitness firms because it is said to be the largest interactive fitness platform globally and it has a community of over with a loyal community of over 1.4 million members.
• The company offers all-access membership at about $39 per month and the digital membership option at about $13 per month. Its target market is quite diverse, including Canadians aged 25-64 years, Americans aged 35-65 years, Canadians and Americans with income exceeding $50,000, and married people.
• According to TechDay, what sets Peloton apart is the way it combines high-quality hardware, software, and content to create an extra-ordinary fitness experience. The company's highly qualified instructors offer about 14 on-demand classes daily and its on-demand library has over 4,000 classes.

•  Peloton says it has so many ways to keep its members inspired, including thousands of daily on-demand classes, instantly accessible world-class instructors, curated training programs, and carefully selected playlists. The company reports that it makes use of technology and design to enable people to discover their potential and that it is the largest interactive fitness platform in the world with about 1.4 million loyal members. 

CorePower Yoga

•  CorePower Yoga was selected among the top online fitness firms because it offers an exceptional yoga experience and it has over 200 yoga studios across the US. It is a privately held company that was founded in 2002 and its head office is in Denver, Colorado.
•   CorePower Yoga’s target market is professionals aged between 25 and 35 years located in densely populated urban areas. CorePower Yoga’s on-demand fee is about $39 per week. Its all-access membership fee varies by member’s location and it ranges from about $120 in Colorado Springs, Columbus, Kansas City, Sacramento, and Fort Collins to about $210 in New York City. The detailed location-based fees can be found on the company’s website.

• The company’s competitive advantage lies in its strong promise to create intensity for the body and presence for the mind. It brings to light the amazing life-transforming things that happen when an intensely done physical workout is rooted in the mindfulness of yoga.

• The company’s strengths include a highly professional executive team, a strong commitment to core values, creating intensity for the body and presence for the mind, and a psychology expert's confirmation that yoga reduces stress in humans.

ClassPass

• ClassPass generally targets all types of gym-goers. However, it advises its gym affiliates to specify their ideal customers by identifying their demographic and psychographic profiles for better targeting.
• ClassPass also targets people who prefer to opt out of gym memberships and enroll in stand-alone sessions or gym visits instead.
• The company also aims to onboard people who want to try boutique fitness and those new to this concept.  
• ClassPass is seen as one of the top consumer fitness apps in the last ten years as its app provides a convenient way for customers to easily find a class. This level of convenience has always been a major concern in the fitness facility sector prior to the launch of ClassPass' app.

Mindbody

• Mindbody targets small business owners in various vertical markets such as yoga, fitness, spas, and other types of facilities. It also aims to onboard martial arts instructors. [3]
• Mindbody's competitive advantage lies in the richness of the features available for its clients. Its app also includes a marketing package that small businesses can access to promote their facilities.

Selected Findings

• The monthly subscription for Echelon’s Connect Bikes’ is $39.99.
• Echelon’s competitive advantage is its ability to offer high-quality products at more affordable prices than its competitors.
• Echelon claimed that it is “dedicated to changing the fitness category through smart innovation at affordable prices.”
• The cost of YogaWorks Live is $49/month or $20/day.
• The majority of YogaWorks’ instructors have completed “a minimum of 500 hours of Yoga Alliance approved curriculum.”
• YogaWorks believes that “yoga is for every body.”

Jen Selter (@jenselter)

• Jen Selter is a New York-based fitness influencer with over 12.6 million followers. She is credited for "mainstreaming fitness influencers. Jen Selter has been featured in Cosmopolitan, Vanity Fair, Elite Daily, and The New York Post, among many other top publications.

• Apart from workout routines that include her viral 'booty'-shaping videos, Selter's Instagram is filled with motivational and inspirational posts, and some promotional content. Here are two samples of her latest promotional (influencer) posts:
• "Delicious Papaya 🍌 Smoothie SHOTS!! A healthy starter for the morning as Papaya is great for digestion and helps keep you full! I used cashew milk (my go to base) blending away with my @blendjet 💃🏻"
• "Currently some crazy weather in NYC so you already know I’m in my unicorn robe working away. This weather’s got me feelin extra lazy and blah, who’s with me? 😴 but here’s a workout video from the other day in the NEW @aloyoga deep jade color to give you some motivation. Putting on a new outfit always gives me an extra lil boost to workout. Any shade of blue is my favorite - don’t miss out on this drop, double tap to shop. 🎶 @djbeatbreaker 🎶"

Ana Cheri (@anacheri)

• Ann Cheri is a California-based actress and model with a passion for personal fitness. She has over 12.5 million followers on Instagram, and she regularly promotes products such as health foods and supplements.

• Ana Cheri has been featured in Fitness Magazine Muscle. She also co-owns a fitness club called Be More Athletics. Below are samples of her latest promotional (influencer) posts:
• "Spillin the tea and sippin on BCAA with my bestie @caseylovesfitness 💛💛💛 My favorite @1stphorm BCAAs are Green Apple or Blueberry 😋"
• "Missing my BFF @caseylovesfitness hope you have a great time visiting the New @1stphorm HQ!! It looks amazing 😍😍"

Paige Hathaway (@paigehathaway)

• Paige Hathaway is described as a California-based "ab glider." She has over 3.9 million followers on Instagram, and she mostly advertises supplements on her platform.
• Paige Hathaway has been featured in numerous fitness magazines, including Women’s Health. Below are samples of her latest promotional (influencer) posts:
• "ITS MY BIRTHDAY WEEKEND! 🥳 I feel extra loved with all the birthday messages (thank you to everyone who reached out, I’m still replying to messages) @Livbody is making me feel even MORE SPECIAL by launching CAKE BATTER!!! It’s their new lean vegan protein flavor 🤗 L-O-V-I-N-G this new flavor in my morning protein shake mixed with strawberries, milk substitute and ice! In addition to the new flavor launch, Spend over $99 after (20% discount with code PAIGE20) and get my FAVORITE #LIVBODY LEAN CREATINE FOR FREE! Want an easy way to get the FREE CREATINE? 🙋🏼‍♀️🙋🏼‍♀️ I recommend getting my 👉🏼 PAIGE HATHAWAY STACK which has all of my hand picked supps with just one purchase (including this new plant based protein flavor) Offer valid - this Sunday August 2nd!!!"
• "TIME FOR SOME GOOD NEWS AND POSITIVE VIBES! In honor of MY BIRTHDAY THIS FRIDAY, 🥳I’ve partnered up with @flexpromeals to give you 40% off of your first order!!! THAT’S NOT A TYPO... 4️⃣0️⃣% OFF! @Flexpromeals offers convenience and deliciousness at its best. Go check out their menu and see the variety of options you can have at your doorstep in just a few clicks. Use code 👉🏼 PHFIT40 today thru - Monday 8/3 to get your discount off of your first order. #mealprep"

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Michelle Lewin

• Michelle Lewin has 13.6 million followers on Instagram. Her website can be accessed here. Currently living in Miami, Florida after immigrating to the United States in 2012, Michelle Lewin was born in Venezuela, and is both a bodybuilder and fitness model, along with being among the top fitness influencers on Instagram.
• According to SEMrush, her organic search traffic on her website is ~4.3K. Similarweb did not have enough data on the website to provide any helpful data surrounding any website traffic. When we used Serpstat, the estimated organic traffic was 19,274 visitors per month. We did locate her Instagram statistics which can be viewed here.

• The website promotes five products: A clothing line called "One on One", another clothing line called M-Elle, (which simply appears to link back to One on One), the Lewin Ftiness Platform (a proprietary piece of fitness equipment), her book called The Hot Body Diet, and her video called Strong by Zumba. Michelle Lewin also works with a fitness app that she promotes which can be accessed here.
• She markets herself as one of the "biggest stars in the fitness industry" and as "the Latin queen of the fitness scene".

• Pricing to train with her on the app can be viewed below.

 

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• Pricing for her clothing products vary greatly, but most seem to be in the $45.00 to $50.00 US range.
• Her books sells for $18.00 at Barnes and Noble and can be ordered through the website.
• The equipment Lewin Fitness Platform price varies widely, from $179.00 — $329.99. 
• There was no price available for the Zumba video.

Jennifer Selter

• Jennifer Selter has 12.6 million followers on Instagram. Her website can be accessed here. Her path to fitness started in high school while working at the front desk at a local gym. Jen created an Instagram account to build a community of supportive, like-minded individuals. That Instagram account, quickly turned into a social media empire. She now has countless devoted fans and supporters globally.
• Similarweb did not have enough data on the website to provide any helpful data surrounding any website traffic. When we used Serpstat, the estimated organic traffic was 206,910 visitors per month. We did locate her Instagram statistics which can be viewed here.
• She markets herself as "radical, different and totally relatable, proving that fitness comes in all shapes and sizes and can be illustrated in any and all places." She also markets herself as a social media innovator. Jen's goal is to inspire everyone to try. With a sincere passion for others, Jen is deeply dedicated to keeping her page filled with inspiration and motivation with a strict "no-negativity allowed" policy. Her mission is as clear: "to help others become the best version of themselves."
• The website links to a site where she sells clothing that ranges in price from ~$30.00 to ~$100.00 depending on what it is. Jennifer Selter also works with a fitness app that she promotes which can be accessed here.
• The content on her website appears to be mostly inspirational, aspirational, and has an invitation to join her private Facebook Group, which can be accessed here. She also has the Mind Body Challenge that people can join. It is a 30-day challenge and people are asked to download the Fitplan and subscribe to her Mind Body Challenge. The first week is free, and after that it is $12.00 for 30 days of workouts.
• Pricing to train with her on the app can be viewed below.

 

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