Connected fitness is in flux – at-home brands like Peloton, Tonal and Hydrow have gained impressive followings but the jury is still out on whether they can continue to win new members now that people have returned to gyms and studios following the pandemic. 

Aviron believes it’s found a way to break connected fitness out of its rut: video games.  

Founded in 2018 by Andy Hoang, Aviron makes at-home workout machines including rowers, a bike and a treadmill, all of which allow users to play arcade-style video games while working out. 

If the likes of Peloton, Tonal and Hydrow represent the classic model of connected fitness – instructor-led workout classes for cycling, strength training and rowing, respectively – Aviron offers something new. 

“When you say the words ‘connected fitness,’ people think of classes. That’s synonymous with connected fitness,” Hoang tells Athletech News. “We’re doing it differently. Our unique value proposition is that we’re using gamification.”

The Case For Gamified At-Home Fitness

Hoang got the idea to create Aviron after buying a Peloton back in the day and realizing that while he enjoyed the brand’s classes, they weren’t enough to keep him motivated in the long run. He wanted something that could scratch his competitive itch.

Aviron does offer some instructor-led classes, along with guided scenic rides and the ability to stream content like Netflix while working out, but video games are the brand’s bread and butter. 

On its rowing machines, Aviron offers arcade-style video games including “Row Breaker,” where users smash bricks with every stroke, “Row to Riches,” where users battle pirate ships, or “Blaze Breakers,” where users save a burning building by spraying a water cannon. Similar games are available on Aviron’s Fit Bike and Treadmill.

Games on Aviron are adaptive, meaning what’s happening on-screen changes based on a user’s effort level on the machine. On the Fit Bike, users pedal faster or slower to achieve certain in-game targets, for example. 

Aviron games are available in multiplayer mode, so users can compete online against friends and other fitness enthusiasts for an added layer of competition. Users can also earn Aviron coins for completing workouts, unlock achievements and participate in monthly challenges. 

Aviron believes gaming makes fitness fun and challenging, motivating people to keep working out on its machines. The Toronto-based company might be on to something. Some studies have found that gamification strategies such as points or small financial rewards can encourage people to be more physically active. 

According to Aviron, 92% of its members are still working out on the brand’s machines after one year. The company has also seen 30% growth year-over-year and consistent monthly increases in membership. Aviron currently has around 50,000 active members globally, it reports.

“Our churn numbers and our engagement numbers are always higher than our competitors,” Hoang says. 

Somewhat surprisingly for a gaming fitness brand, Aviron’s customer base is split nearly 50/50 between males and females. And the brand’s core customer demographic is between 35 and 55 years old, so it’s not just Fortnite-obsessed Gen Z kids that enjoy gamified workouts. 

Given the broad appeal of gaming, Hoang believes Aviron has a bigger total addressable market (TAM) than traditional connected fitness brands that focus on streaming workout classes. 

“If you look at the number of people who are interested in instructor-led classes in North America and you can compare that to how many people play video games on their mobile devices, it overshadows it by 400% or 500%,” he notes.

Don’t Write Off Connected Fitness Just Yet

As Aviron looks to compete with the big boys of connected fitness, it will do so in an uncertain market market for at-home workouts. Brands like Peloton and Tonal have highly dedicated user bases but have experienced some financial struggles and executive upheaval since the pandemic subsided. 

Despite some of the negative headlines surrounding connected fitness, Hoang believes the segment is still on an upward trajectory, even if COVID threw a monkey wrench into things by creating an artificially high demand for at-home workouts, causing some brands to grow too quickly for their own good. 

“It’s still a huge market, so there’s a huge opportunity,” he says. “Peloton had raised a billion dollars before COVID even hit, so this industry has (always) been on an upward trend.”

Assuming the market for at-home fitness continues to grow, Aviron could be well-positioned thanks to the first-mover effect. While other brands offer gamified cardio machines, most of them stick to one modality, whether that’s cycling or VR. Aviron, by contrast, covers rowing, biking and treadmill running, giving it access to a wider pool of fitness enthusiasts. The brand also recently introduced dumbbells, adding a strength training component to its lineup in line with industry trends. 

Looking ahead, Hoang says Aviron will look to expand its product lineup to include not just new fitness modalities, but multiple machines for each modality at different price points.  Aviron gave a sneak peek into what may be coming on that front in 2023 when the company launched the StrongGo, a less-expensive version of its flagship rower. 

“We’re going to continue expanding but it’s not just expanding breadth-wise, it’s expanding depth-wise,” Hoang says. “It’s not just expanding your product line horizontally, you need to expand it in a way that you can appeal to people who have huge budgets or people who don’t want to spend a lot.” 

The post Can Gaming Save Connected Fitness? Aviron Thinks So appeared first on Athletech News.

Connected fitness startup Growl has emerged from stealth mode, raising $4.75 million in seed funding for an exciting new product: a wall-mounted, AI-powered punching bag that projects a life-sized virtual boxing coach into people’s living rooms. 

Skip Capital led the seed-funding round, which included participation from Kima Ventures, Teampact Ventures and highly ranked UFC heavyweight fighter Ciryl Gane.

An Austin, Texas-based startup with ties to Paris, France, Growl on Wednesday unveiled its debut product, which uses 3D motion tracking to capture punches and AI computing to project virtual coaches directly onto the bag’s surface. Growl will also offer boxing-inspired games developed by Unreal Engine, the software powering titles like Fortnite and Gears of War. 

Léo Desrumaux, Growl’s co-founder and CEO, told Athletech News that he and fellow co-founder Nicolas de Maubeuge created the brand to “make boxing and its power accessible to everyone at home.”

“Our belief is that boxing has this uncanny, universal touch and potential,” says Desrumaux, who fell in love with the sport after moving to the U.S. from France at 16 years old. “You can realize that universal touch if you make it fun and accessible.”

To make boxing fun and accessible, Growl’s virtual coaches will provide guidance on which punches and moves users should make while motivating them to keep working out. A video trailer for the upcoming product shows users sparring with their virtual coaches and also taking part in a boxing game that involves punching moving targets to gain points. 

Besides boxing, Growl also coaches users on fitness movements like bodyweight squats, push-ups and even dumbbell exercises. The product is targeted for users aged 10 and above. 

“The versatility of Growl is what convinced us to invest: it goes far beyond boxing, evolving into a complete, immersive at-home fitness experience with limitless possibilities for future content and workouts – whether for adults, kids or anyone in between,” Skip Capital investment partner Adam Cook said in a statement. 

The startup also counts former Amazon, Peloton and Tonal hardware guru Sam Bowen among its advisors.

Coming to a Home Near You

Growl aims to begin taking pre-sale orders in April 2025 and ship its first batch of boxing bags around 12 months later, putting the brand on track for a launch in Q2 of 2026.

Growl initially plans to sell its product in the U.S. market only, eschewing retail partnerships in favor of a direct-to-consumer model. Desrumaux says the goal is to get Growl into the hands of as many affluent American homes as possible, particularly families. 

“When you’re in a connected fitness business, your customer is the household,” he says. “That household could be a person of one, it could be an early couple in their 30s advancing their careers, (or) it could be a family with kids. Our goal is to serve the whole family.”

Growl will cost an anticipated $4,500 at launch, plus a $60/month content subscription, placing it on the higher end of pricing for connected fitness products, in line with Tonal and above Peloton. Alternatively, customers can opt for a buy-now, pay-later plan, which is anticipated to cost $150/month for a 48-month plan or $190/month for a 36-month plan, including hardware and a content subscription. Those who place an order during the pre-sale period will receive discounted pricing, the company says. 

A New Type of Connected Fitness Product

For Desrumaux, Growl will be worth the relatively high price tag by providing an immersive, engaging user experience that’s unlike anything currently available on the connected fitness market, including in other connected boxing products like FightCamp and Bhout. 

“Experience is everything in connected fitness,” he says. “We recreate a life-size personal trainer who’s going to literally engage you physically, motivate you and push you as if (they were) right there with you.”

Citing the rising popularity of boxing fitness, especially among women, Growl is confident it’s striking while the iron is hot. Desrumaux believes the product will play well on social media, thanks to its striking visuals and unique functionalities. It could also be a hit at family gatherings and parties, driving word of mouth. 

“I think one of the most powerful things will be our own customers in their own homes, having a product and being able to show it off to their friends, neighbors or family members,” Desrumaux says. 

Over the next couple of years, Growl will focus on getting its product to market and refining its virtual coaching system. Looking even further ahead, Desrumaux believes the possibilities are endless when it comes to using AI to create an engaging and effective personal training experience. 

“The long-term goal is to be able to have a fully personalized, interactive training session that’s entirely AI-generated,” he says.

Update: This article has been updated with additional information on Growl’s anticipated pricing

The post Growl Raises $4.75M for Boxing Bag That Puts a Coach in Your Living Room appeared first on Athletech News.

Echelon Fitness, a leading supplier of connected fitness equipment, has kept innovation at the forefront of all its labors since its launch roughly eight years ago. It intends to do the same for the next eight — and all that come after. 

“I believe we’ve done a good job of proving ourselves as a company who can make high quality products, with good design while also being innovative,” said Lou Lentine, CEO of Echelon Fitness. “Innovation is in our blood.”

In the past, present and future, Echelon has an array of products either out or set to come out that exemplify this attitude. The brand keeps a close ear to the ground regarding the needs of its commercial customers as well. With every solution Echelon develops, there’s one — or several — pain points for operators that are alleviated. 

Touching on a variety of sectors within the fitness industry in the process, Echelon is expanding its reach in accordance with its suite of products.

An Exciting New Launch

Echelon’s latest innovation, the Echelon Cable Crossover, supports arguably the hottest commodity in the fitness space today — strength training. The equipment does so in a new-age way as well. The equipment uses digital resistance rather than plates to form a consistent “pull” feeling. 

“It really burns your arms, chest or whatever exercise you’re doing,” said Lentine. “It’s a really good workout. We have 100 units and we hope to have those all pre-sold prior to our launch in January.”

The Cable Cross Over also comes with two servo monitors attached to it. Users can select eccentric, isokinetic or elastic modes when conducting their workouts and also increase or decrease resistance by more specific amounts within sets. 

This innovative machine will accommodate gyms, hospitality and multi-family industries as well. Without the banging plates that come with traditional cable crossover machines, Echelon’s version eliminates any unwanted noise, making it easy to integrate in such environments and a building block for similar products down the line. 

“They love it because it makes no noise,” said Lentine. “We’re excited about this, this type of machine, and we will be adding products in the line like that, also with a Smith Machine included as well in the future.”

“We’ve actually put the machines in a few gyms, including a gym here in Florida called Raw Fitness in Port St. Lucie,” Lentine added. “Their members have been loving it. Dom, the owner, loves it. It’s getting great feedback and that gym has a lot of hardcore fitness enthusiasts and bodybuilders there.”

Other Advancements in Strength 

But even with the Cable Crossover generating buzz as Echelon’s newest marquee offering, nobody has forgotten about the brand’s “ultimate strength too,” the Strength Pro. 

Like the Cable Crossover, the Strength Pro uses digital resistance to ensure controlled and consistent exercise movements. It also carries connected fitness panels that make trainers available to help with instruction and workout customization. It continues to be welcomed into gyms and remote fitness environments with open arms. 

“We’re seeing thousands of workouts every month being taken,” said Lentine. “The user can either take a workout with one of our instructors or they can build that workout with no instruction. We’re seeing the instruction workout being used very often.”

There’s also the Strength Home, a system designed to provide guided and customized workouts with easy-to-adjust resistance levels for individuals more distinctly interested in remote fitness. Although the Strength Home launched just a few weeks ago, Echelon is already planning on adding a handful of updates to it and the Strength Pro that promise to take the workout experience it facilitates to the next level.

“We’re working on a couple more things,” Lentine said. “We’ve added new instructors. We’re going to be creating workouts for specific gyms. It’ll be saved on the machine, so they’ll be only available for that gym. Plus, we are working on the ability for users to save the weight that they’ve done in prior workouts. That will be coming in the spring, as well as additional features that we’re working on.”

Wellness and GLP-1s

Echelon’s ability to keep a close pulse on fitness has led the brand into less traditional sectors of the industry as well. Weeks ago, Echelon launched ActiveMD, a subsidiary company with an online telehealth program that offers weight loss medications such as Ozempic, Wegovy, Mounjaro and Rybelsus to qualified individuals. 

Exciting as this new enterprise is for Echelon, the brand is taking its first steps into the GLP-1 space responsibly. Echelon is committed to keeping the individuals turning to GLP-1s healthy in all regards, also supplying them with the necessary workout plans to counter the muscle loss that may come with GLP-1 usage. 

“We understand that people are taking these GLP-1s so they’re losing muscle mass,” said Lentine. “We believe if we can combine S1 with the at-home health care, we can provide a better program than someone just buying the GLP-1 and then losing muscle mass. We’re trying to make it a better program for them than just buying a product on its own.”

Lentine also added that users will soon be able to get hormone therapy drugs, such as a testosterone supplement, via the platform as well. The brand is also excited to announce it will be offering partnership programs with gyms, allowing their members to order from myactivemd.com and the facility to receive a financial benefit.

Echelon has wellness at the top of its agenda as well. The brand recently purchased ThriveX, an advanced recovery solution supplier. With ThriveX, Echelon reports that it will launch saunas in 2025 as well as a new chiller system to implement with its cold plunges, capable of creating ice on top of the plunge’s water. 

“We’re excited to bring that to the market and think that’ll create a big buzz,” said Lentine. “We’re all in on the recovery and we think having this in our company really differentiates us from anyone else in the fitness product space.”

The post Echelon Updating Existing and Preparing New Equipment for Exciting Q1 in 2025 appeared first on Athletech News.

Hertzman and Worthy also speak on Myzone’s origin and the increased understanding of the benefits that come with cooperation between wearable brands in the connected fitness arena. The pair also touch on the importance of doing artificial intelligence (AI) the right way and what Myzone’s future entails.

Watch the full interview for expert commentary on the following:

• Gamification in Fitness
• Building a loyal member base
• Ways to win the connected fitness game

Key Talking Points:

• (0:00 – 1:03 ) Introductions
• (1:03 – 4:02) Making fitness easy an enjoyable
• (4:02 – 8:21) Gamification as a motivator
• (8:21 – 10:50) How Myzone creates community
• (10:50 – 14:01) Going beyond just a wearable
• (14:01 – 16:09) Myzone in connected fitness
• (16:09 – 20:30) Leveraging AI
• (20:30 – 23:41) Enabling consistency with MEP
• (23:41 – 26:59) Looking ahead at 2025
• (26:59 – 27:50) Wrap-ip

The post Fireside Chat: Myzone CEO Jay Worthy on Gamification Trends, Community & More appeared first on Athletech News.

Pilates is booming, with class attendance numbers reaching record highs and equipment sales projected to surge over the rest of the decade. 

But the modality might be missing something. Despite a rise in popularity in recent years (ClassPass bookings were up 92% in 2023), Pilates has been mostly left out of the connected fitness conversation. While brands like Peloton, Hydrow and Tonal have raced to innovate in cycling, rowing and strength training, respectively, Pilates equipment is still decidedly low-tech. 

Reform RX is out to change that. 

Founded by former professional dancer turned Pilates studio owner Yvette McGaffin and her husband, Neal McGaffin, Reform RX makes digitally connected Pilates reformers that feature large touch-screens, on-demand classes, and the ability to track workout metrics such as calories burned and heart rate. 

“There’s been no innovation in the industry for 50 years now, nothing in the tech space at all for reformer Pilates,” McGaffin tells Athletech News, noting that while Pilates has become highly popular, it’s still intimidating to some newcomers. “We thought, ‘How is this modality going to reach more people? That, in essence, was our vision in starting Reform RX.”

McGaffin believes Reform RX can bring Pilates into the digital age in the same way brands like Peloton have modernized cycling.  

Pilates may be an especially good candidate for connected fitness tools like virtual coaching. While popular, the modality is far from intuitive – many people simply don’t know what to do when they get on a reformer for the first time. 

“It’s one of the true areas where you do need to have a virtual experience because you don’t really know what to do by yourself,” McGaffin says of Pilates.

Anatomy of a Connected Reformer

Modeled after a Formula 1 race car, Reform RX’s flagship connected reformer machine features a 21.5” HD touchscreen that comes loaded with over 150 on-demand workouts, but its intelligent features go beyond that. 

The reformer features a smart spine that uses lasers to track movement down to the thousandth of a second, giving users real-time data on their power output, calories burned and heart rate while working out. Reform RX also ditches the springs found on traditional reformer machines in favor of a push-button system. Additionally, a Pilates chair is built into the design and can be pulled out for additional exercises. 

On top of all that, the Reform RX is quieter, more comfortable and more visually appealing than traditional reformers, McGaffin believes. 

“It’s like a Porsche as opposed to a Peugeot,” she says. “It sounds cooler, it looks cooler and it gives so much feedback.”

Bringing Pilates into Hotels, Gyms & More

It’s early days for Reform RX, which didn’t start pre-orders on its connected reformer until 2022, eventually selling out its first batch in the first quarter of 2023. But the early returns are promising. In September, the company landed $5.1 million in funding to drive global expansion and enhance the user experience. Earlier this month, the brand released the Model S, a smaller version of its signature reformer that features all the same functionality, minus the chair attachment. 

In the spirit of democratizing access to Pilates, McGaffin says Reform RX is looking to get its reformers into spaces that traditionally haven’t featured Pilates. That includes gyms, hospitality, multi-unit housing complexes and people’s homes. 

On the hospitality front, the brand already has partnerships with Mandarin Oriental, The Savoy and One Crown Place, along with The Ned, Casa Cipriani and other luxury hotel chains.

McGaffin says luxury hotels have been highly receptive to the idea of placing connected Pilates reformers inside of their fitness centers, especially as the wellness tourism sector booms. 

“The list is growing rapidly. … These amazing brands want to offer a premium Pilates experience that matches, or if not goes beyond, the studio experience because it’s so immersive,” she adds.

The Case for Connected Pilates Studios

McGaffin also believes traditional Pilates studios can benefit from connected reformers. Studio owners can leverage Reform RX’s advanced metrics to create more personalized and immersive experiences for their members. The brand just released a new feature, MyScore, which tracks users’ heart rate and incorporates that data into workout routines. 

Studios can also supplement in-person instruction with virtual classes that take place on Reform RX machines in case an instructor isn’t available. McGaffin, a former studio owner, believes this is especially helpful as some Pilates brands struggle to hire enough staff to keep up with surging demand.

“We’re driving revenue for studio owners and operators for a hybrid model,” she says. “You can have this very personalized, top-tier, premium virtual offering in time that was dead time; now, that’s additional revenue.”

While there’s still significant work to do to get a critical mass of people comfortable with the idea of a connected reformer experience – Pilates is a highly traditional fitness modality steeped in tradition –  McGaffin and her team believe that, in time, Reform RX will become the standard inside studios, gyms and everywhere else. 

“There’s a Henry Ford quote, ‘If I asked people what they wanted, they would have said faster horses,’” she says, paraphrasing the famous businessman. “People don’t know there’s another way until innovation comes in to disrupt.” 

The post Can Reform RX Create a Connected Pilates Revolution? appeared first on Athletech News.

An AI-driven, auto-foldable 4K touchscreen fitness mirror, the Smart Home Gym K1, is set to launch on Kickstarter on December 3.

The new smart home gym comes from Aeke, a sports tech brand established by Qudong Future (Shenzhen) Technology Co., Ltd., which filed for a design patent in April.

When first interacting with the compact fitness mirror, users can expect a six-dimension comprehensive analysis that scores cardiovascular function, body composition, muscular endurance, posture and body alignment, flexibility and core stability. From there, the Red Dot Award-winning Aeke K1 Smart Home Gym creates tailored fitness program recommendations based on goals and offers features such as precision motion tracking to ensure real-time feedback on form, speed, balance, and rep count. Users can customize music playlists with surround sound and engage in fitness competitions with friends.

Notably, the Aeke K1 is subscription-free, granting users access to all features and classes — such as strength training, Tai Chi, Pilates, yoga, and meditation without a membership fee. It’s also multi-user friendly, ideal for shared households.

A video demonstrating the smart home gym can be found here. 

“We are hugely grateful to our crowdfunding supporters for enabling us to create an innovative fitness experience,” Aeke COO Loong said. “I’ve seen firsthand how financial, time, and space constraints hold many people back from accessing quality fitness instruction. Inconsistent training levels can also make it tough for people to find reliable trainers and see results, even after investing time and money. The K1 removes common barriers to fitness and makes professional fitness training accessible to everyone, helping them more efficiently achieve their goals, no matter their schedule or space.” 

A New Trend?

Lululemon’s foray into the fitness mirror space became an albatross for the activewear giant and one that Tonal creatively used to angle for new members. That aside, the new Smart Home Gym K1 and its cost-effective subscription-free model could indicate a new trend in home-based fitness. This week, Boston-based connected rowing company Hydrow launched a membership-free rower ahead of the holidays to lower the entry barrier.

Ahead of Aeke Smart Home Gym K1’s launch on Kickstarter, consumers can receive an early bird discount. 

The post A ‘Magic Mirror With Smart Tech’ Preps for Launch appeared first on Athletech News.

Sometimes, simplicity is underrated.

Just in time for the holiday season, connected rowing company Hydrow has introduced the Hydrow Core Rower, a new offering with a unique twist: no membership is required. Priced at $1,995, the Core Rower provides 30 self-paced rowing experiences through scenic destinations, offering a streamlined fitness option for those looking to row at their own pace.

The latest product from the Boston-based company is a departure from its popular subscription-based Hydrow Pro. Instead of monthly payments, the Hydrow Core Rower allows users to access self-guided rows with a single upfront fee, providing an accessible entry point into the Hydrow experience and supporting unlimited users.

The launch of the Hydrow Core Rower caps an eventful year for the silver-screen-connected rowing brand, which is in the midst of a shift toward becoming a whole-body health company. Earlier this year, Hydrow acquired a majority stake in Speede Fitness, a strength training and analytics company — setting the stage to launch a digitally variable resistance product with adaptive feedback in 2025. 

As part of Hydrow’s evolution this year, founder Bruce Smith transitioned from CEO to chair of the Boston-based company’s board. At the same time, president and chief financial officer John Stellato stepped into the role of CEO. Smith, who has a rich rowing history as a former rowing champion and U.S. National Team coach, shared that he’s pleased with the move.

“I have to say, it is so much fun to have fresh eyes and fresh energy, ” Smith tells Athletech News of passing the baton to Stellato. “John had two years to learn about the company in the CFO role and president role, and I couldn’t be happier with how the transition has gone.”

The Hydrow Core Rower — and its accessible entry model – is one that the company hopes resonates with fitness consumers who are not only cost-conscious but, as Smith puts it, “rowing machine curious” – and those who may be reluctant to take on a longer-term commitment.

“The biggest thing for us is we know from our customers that we have the best rowing machine in the world,” Smith says. “And we hear that all the time from everybody.” 

Though he’s clear that the rowing brand still strongly believes in the value of its subscription content, the Hydrow Core’s subscription-free model is one that he thinks may have been missing, and it gives consumers a chance to try the machine in their homes — and fall in love with it.

While it’s undeniable that many in-home connected fitness companies have faced challenges in the post-pandemic landscape, Hydrow—despite having undergone its own streamlining efforts in the past—remains bullish about the future.

“I think the thing that has really helped us become one of the top five connected fitness companies in the world is [being] laser-focused on always delivering the best possible experience,” Smith says. “And internally, you refer to that as the most beautiful human experience, but it’s really making sure that every part of the company, whether it’s software or content or library, is always the very, very best and most trustworthy experience that you can have. So when you buy something from Hydrow, you know that you’re getting the best-curated content, the best information about whole health and we applied the same principle when acquiring Speede.”

As for Hydrow’s transformation and what’s ahead, Smith says the company is “incredibly excited.”

“When I started Hydrow in 2018, it was with the vision to make it the whole health platform for your home and to be a comprehensive solution,” he says. “And with Speede, we’ve got the technology now to deliver not just the best cardio and aerobic fitness device, but also the best strength device, and with that combination, you have effectively everything you’ll ever need for your whole health journey.”

The post Hydrow Unveils Membership-Free Rower to Hook ‘Rowing Curious’ appeared first on Athletech News.

Peloton has named Peter Stern, Apple Fitness+ co-founder, as its new president and CEO. The announcement comes on the heels of Peloton’s Q1 2025 earnings, beating Wall Street’s estimates and causing shares of PTON to jump.

Stern currently serves as president of Ford Integrated Services and has held leadership roles at Apple and Time Warner Cable. He assumes the new role at the connected fitness giant on January 1, 2025. Peloton is expected to appoint Stern to the board.

He succeeds interim co-CEOs and co-presidents Karen Boone and Chris Bruzzo, who took over following former CEO Barry McCarthy’s exit in May.

“Peter is a seasoned strategist with a track record of driving sustainable growth through innovation, and we have every confidence in his ability to lead Peloton during this important time,” Peloton board chairperson Jay Hoag said in a statement. “He brings meaningful expertise in scaling differentiated technology-oriented platforms and has a deep understanding of the health and wellness sector – making him uniquely suited to serve as Peloton’s next CEO.”

Hoag added that Stern, who has a JD from Yale Law School, embodies the connected fitness company’s core values.

“We hope the entire Peloton community shares our excitement and looks forward to working with Peter as we lead Peloton into the future and unlock long-term value for all our stakeholders,” Hoag continued. 

Boone will now serve as sole interim CEO and president through the end of the year. Bruzzo will step down as interim co-CEO and president on November 1. Both will remain members of the Peloton board. 

Peloton noted that Stern has been a member of its fitness community since 2016, is an “early adopter” of its signature Bike and Tread and is the son of a fitness instructor. 

“Working for Peloton is a dream come true for me,” Stern said of his new role heading the storied connected fitness company. “My goal is to help millions of people live longer, healthier and happier lives. Peloton, with its unique combination of people, products and passionate members, provides me an opportunity to do just that. I am excited to link arms with our dedicated Lead Team. I am awestruck to personally get to know our talented instructors. And I am humbled to work alongside our thousands of purpose-driven team members to change even more lives for the better. Finally, I am grateful to the Peloton board for entrusting me with this responsibility and giving me the chance to take Peloton and its members to even greater heights.”

Peloton execs noted on today’s earnings call that the company is entering the holiday season with “cautious optimism.” The brand recently teamed with Costco as part of its third-party relationship push and is working with Truemed to offer its signature connected fitness equipment as a qualifying HSA/FSA purchase.

The post Apple Fitness+ Co-founder Appointed as Peloton CEO appeared first on Athletech News.

In the latest episode of Athletech News’ Unscripted podcast, Bjoern Woltermann, founder and CEO of Katalyst, joins co-hosts Edward Hertzman and Eric Malzone to discuss the promising world of electro-muscle stimulation (EMS) fitness. 

Woltermann, Hertzman and Malzone first explore the history of EMS fitness and its rise in Europe, before diving into the science of EMS and exploring the modality’s recent expansion in the United States, among other topics. Watch this episode of “Unscripted” for unfiltered takes on the following:

• The growth prospects (and limitations) of EMS fitness in the United States
• Why Katalyst is the “Peloton of full-body electro-muscle stimulation,” but smarter
• Is connected fitness dead? …Probably not

Key Talking Points:

• (0:00 – 6:06) Introductions and personal experiences with EMS technology
• (6:06 – 12:45) The science behind EMS and its history
• (12:45 – 20:52) Challenges in introducing EMS to the U.S. market
• (20:52 – 25:37) The role of technology in fitness and motivation
• (25:37 – 30:15) Branding and the fitness experience
• (30:15 – 39:19) Quality and value in fitness products
• (39:19 – 46:36) Targeting the unsuccessful fitness demographic 
• (46:36 – 49:28) Ozempic and fitness: A complementary approach? 
• (49:28 – 52:24) B2B growth and future opportunities

The post Unscripted: Katalyst CEO Bjoern Woltermann on the Magic of EMS Fitness appeared first on Athletech News.

Echelon has introduced Strength Home, a freestanding, connected at-home strength training system designed to provide guided and customized workouts with easy-to-adjust resistance levels.

The new at-home fitness system is the latest addition to Echelon’s extensive lineup of connected fitness equipment, which includes cycles, treadmills, rowers, mirrors, stair climbers, and elliptical machines.

The Strength Home system caters to consumers who value the flexibility of at-home fitness, particularly as they increasingly discover the benefits of strength training for long-term health and longevity.

“Strength is one of the four key types of exercise, alongside endurance, balance, and flexibility,” Echelon Fitness CEO Lou Lentine says. “Incorporating resistance training is recommended at least twice a week by leading authorities, such as the AHA, to improve overall health and amplify better outcomes around fitness, body training and weight loss.”

Lentine adds that for many fitness consumers, at-home systems are bulky and expensive—factors that the new Echelon Strength Home addresses.

“We have developed a machine that is well-built, affordably priced, aesthetically desirable for any room in the home, and doesn’t need to be bolted into your wall,” he explains.

The new connected strength training system is available on Echelon’s website. It features a 24” embedded HD touchscreen, several resistance modes— including concentric and isokinetic—  a straight bar with 5 to 110 lbs of digital resistance per arm, a vast library of instructor-guided workouts and on-demand classes, and the ability to fold into a full-length mirror when not in use. Beyond strength training, the system offers access to cardio, HIIT, stretching, yoga and meditation classes.

Although some at-home fitness leaders have struggled to evolve in recent years, Fortune Business Insights projects that the global home fitness equipment market will grow from $12.10 billion in 2024 to $18.94 billion by 2032. Driving the demand is the growing awareness of the harmful effects of physical inactivity on health, alongside the rising trend of personalized fitness routines.

The post Echelon Unveils Strength Home: A Compact All-in-One Connected Strength Training System appeared first on Athletech News.

In the latest episode of Athletech News’ Unscripted podcast, Andrew Sugerman, CEO of Centr, joins co-hosts Edward Hertzman and Eric Malzone to discuss how the fitness and wellness brand is innovating on the equipment and content fronts.

Sugerman, Hertzman and Malone discuss Centr’s distinct approach to creating a fitness and wellness ecosystem, including how the brand is expanding its equipment line and partnering with brands like Hyrox to reach more consumers. Watch this episode of Unscripted for unfiltered takes on the following:

• The state of connected fitness post-pandemic
• Creating new commercial and at-home fitness products
• Democratizing access to expert advice

Key Talking Points:

• (0:00 – 1:19) Introductions
• (1:19 – 12:39) Inside Centr’s partnership with Hyrox
• (12:39 – 19:12) Centr’s business strategy and market positioning
• (19:12 – 24:31) Supply chain as a competitive advantage
• (24:31 – 28:19) Navigating post-pandemic fitness trends
• (28:19 – 38:34) The importance of sustainable business models and brand building
• (38:34 – 45:52) Partnership strategies with gyms and studios

The post Unscripted: Andrew Sugerman on Centr’s Brand Evolution appeared first on Athletech News.

Kabata, a fitness tech company that’s raised $5 million for adjustable dumbbells that use artificial intelligence (AI) to track reps and analyze form, has set an aggressive new pricing strategy as it plans to begin shipping its inaugural product later this year. 

Through a campaign set to launch on crowdfunding platform Indiegogo this Wednesday, customers can purchase a set of Kabata dumbbells for just $599. Once the early-bird campaign period ends in four weeks, the dumbbells will retail for $999. 

Customers who put down a deposit ($59) during the campaign period will also receive one year of complimentary access to the Kabata app, which offers personalized strength training programs in conjunction with the dumbbells. Those who already put down a $59 deposit before the campaign opened will receive free lifetime access to the app. 

However, the Los Angeles-based company says that if the campaign tops $1 million in sales, everyone who places a pre-order will receive free lifetime access to the app, including those who purchase through Indiegogo. 

Those who already placed their dumbbell pre-orders on the Kabata website will be grandfathered into the $599 special pricing, the brand adds. The early-bird pricing had previously been set at $799. 

“Launching our first crowdfunding campaign is an exciting milestone for Kabata,” said Kareem Aly, co-founder and CEO of Kabata. “Making our unique platform available to more people to understand the benefits of strength training, while taking the guesswork out to maximize results quickly and more efficiently, is what’s unique to Kabata.” 

Capitalizing on the twin trends of AI in fitness and the rise of strength training, Kabata raised $5 million in May in a pre-seed funding round led by Menlo Ventures with participation from Courtside Ventures, Detroit Venture Partners, Wildcard Ventures, MVP Ventures, AIR Ventures, Alumni Ventures and former NBA player Zaza Pachulia.

Kabata offers a set of adjustable dumbbells (between 5-60 lbs on each side) that uses AI to count reps, track velocity and analyze form in real-time. The dumbbells send haptic feedback to users as they’re performing movements, vibrating as sets and reps are completed or if a form correction is required. 

With the Kabata app, users get access to personalized strength training programs that adapt over time as they use the dumbbells. The app also tracks advanced metrics like velocity and symmetry, giving users unique insights into their strength training performance.

According to Kabata, it offers the world’s first AI-powered dumbbells. Aly has told Athletech News that the dumbbells took several years of rigorous research and development to bring to market. 

“Not only are dumbbells statistically the most used piece of fitness equipment, they are also arguably the most recognizable and iconic to strength training – yet they’ve remained the same for decades,” Aly said following the funding round in May. “In my experience as a personal trainer, I see more people starting to understand the benefits of strength training and wanting to incorporate it into their routines, but it’s often difficult to get started.”

Kabata says it expects to begin shipping its smart dumbbells this December. Shipping will be available in the United States, Canada and select international countries, according to the brand. 

The post Kabata Sets Price for AI-Powered Dumbbells, Plans To Ship This Year appeared first on Athletech News.

Having grown into a leading manufacturer of smart workout equipment in less than a decade, Echelon Fitness could write a book on omnichannel fitness. Today, while also focusing on things like compelling workout content, the brand is still adding pages.

“Echelon Fitness was built from the start as an omnichannel fitness solution,” said John Sweeney, Echelon VP of Commercial Sales. “Our foundation is accessibility, community and coaching – and that begins with being able to work out anywhere, anytime. 

Founded in 2017, Echelon offers a seamless and unified exercise experience across countless platforms and devices. The brand allows its users to engage with products at home, in a gym, in a hotel or on the go. This connectivity pays dividends to operators and members alike. 

Omnichannel Fitness as a Retention Tool 

Echelon’s omnichannel approach provides franchisees and franchisors with powerful tools to spur customer retention. Echelon’s equipment is able to stretch across several modalities, attracting users looking for different workout styles. It’s a wider net that reels in more fish. 

“Everyone knows that retention is one of the biggest challenges any fitness owner/operator faces,” Sweeney said. “By integrating smart fitness equipment that supports a variety of workout options, franchises can attract a diverse clientele looking for a tailored fitness experience. The businesses also see it as an augment to their current offerings – because it doesn’t compete with their current personal training and in-studio class offerings.”

Echelon’s omnichannel approach makes life easier for smaller companies just getting their feet wet in the franchising business as well as larger, more established brands. 

“Our system allows for easy management and monitoring of equipment and user engagement, reducing operational complexities and providing data-driven insights to help franchisors as they think about what to do next for their business,” Sweeney said. “There is a particular benefit for self-managed fitness centers because they are able to offer safe training, community and classes without having a staff on hand.

Connectivity Is a Must

A  connected and high-tech approach is not just something brands need to shoot for, it’s now a requirement for success, according to Sweeney. 

“In today’s fast-paced world, everyone expects convenience, flexibility, and personalization in all services, especially fitness – no matter where they are working out,” said Sweeney. “If it’s not easy, accessible, seamless and an easy experience, people move on. The tolerance levels are short.” 

“Brands that leverage technology to offer these connected experiences are better positioned to meet and beat these expectations, thereby enhancing customer satisfaction and loyalty – which in turn increases usage and results, and keeps customers engaged longer,” he added. “Companies who fail to adapt risk falling behind, as today we increasingly prefer solutions that integrate effortlessly into our digital lives. We are constantly innovating across our hardware, our software, our community offerings and our overall experience.”

One of Echelon’s most appreciated connected features is its real-time performance tracking. The software monitors member progress and adjusts workouts accordingly to help them reach their goals. 

Interactive elements such as live leaderboards motivate members to compete against each other, leading to a more exciting and fulfilling workout experience. The same can be said of Echelon Worlds, a newly launched, real-life gamified racing platform that allows users to race against friends, the computer or themselves in real-time. 

“These features foster a sense of community and competition, motivating all to go to their next level – whatever that may be,” explained Sweeney. “Moreover, offering the ability to integrate personal training and group classes directly through our product makes for a more comprehensive and engaging fitness journey.”

Leaving No Stone Unturned

Despite its arsenal of smart technology and subsequent array of fitness offerings at different levels, Echelon has no plans to slow down. The brand is still committed to carving out new ways to keep its operators, users and equipment linked together. 

“Echelon is continuously looking to innovate and expand our omni-channel offerings,” said Sweeney. “We are excited about upcoming enhancements to our smart fitness equipment and digital platforms that will provide even more personalized and immersive workout experiences.” 

Echelon especially sees its utilization of artificial intelligence (AI) as something to expand upon. The brand intends to weave more AI into its products and content going forward to improve member experiences and outcomes. 

Although the brand has yet to venture into the world of artificial intelligence (AI), Sweeney did mention the tech as something they plan to take a look at in the near future. 

“With machine learning and AI – there is so much more to explore and to come,” he said. “We are very excited about the future opportunities.”

The post An Omnichannel Pioneer, Echelon Eyes the Future of Connectivity appeared first on Athletech News.

Peloton says it’s planting seeds for growth as it continues its CEO search following Barry McCarthy’s exit, and while questions linger about the longevity of connected fitness, shares of PTON have risen over 30% as of Thursday afternoon signaling that the company may have begun to turn a corner.

The connected fitness company’s total revenue for Q4 was $643.6 million for the three months ending June 30 ($212.1 million of connected fitness products revenue and $431.4 million of subscription revenue), up from $642.1 million last year and outperforming its $618 – $643 million guidance range.

Peloton ended Q4 with 2.98 million paid connected fitness subscriptions, a net decrease of 75,000 in the quarter, and 615,000 paid app subscriptions, a net reduction of 59,000 in the quarter.

What’s Ahead for Peloton

For its FY25 outlook, Peloton expects hardware sales to decline and that its average net monthly paid connected fitness churn will continue to increase modestly, but the connected fitness company teased possible new strategies moving forward, such as adjustments in pricing and promotional strategies. 

Revenue outlook for FY25 is now between $2.4 billion – $2.5 billion, below 2024’s $2.7 billion estimates.

“Our revenue outlook is tempered by uncertainty surrounding our ability to efficiently grow paid connected fitness and paid app subscribers, including an assumption that our investments in new initiatives will not deliver subscriber growth within the fiscal year, as well as an uncertain macroeconomic outlook,” a letter to shareholders read.

More Than a Bike Brand

Peloton acknowledged that while the fitness brand is best known for its signature Bike, the company is committed to growing its Tread business and investing in content offerings and product features that enhance the walking and running experience, co-CEO Chris Bruzzo told investors on Thursday’s earnings call. One recent Tread-related rollout was pace target running classes, offering personalized intensity levels.  

Peloton is also looking to lean heavily into strength training and game-inspired workouts. Social features are also launching soon – ones that have been requested by devoted Pelotoners – such as private groups and challenges, which the company expects will drive member retention and organic acquisition over time. 

“We have 16 modalities, but not everyone knows all the modalities we have,” interim co-CEO Karen Boone told investors. “We’re really excited about Tread — both selling more Treads but also the content, experiences, run club … and we’re really bullish on strength. I think there’s so much of a movement towards strength. I think people understand the science behind it and why it’s important. It is the number two modality for us, but I still think there’s a lot of people who come for the cardio and then understand the strength. We’re not yet known for strength.”

Recharging Connected Fitness

Over the summer, Peloton announced it would adjust its live class schedule at its New York City and London studios in order to focus on creating new content in the strength realm and indicated that it was eyeing other wellness verticals, such as sleep and nutrition. 

The secondary market has also proven fruitful for Peloton, resulting in a steady stream of paid connected fitness subscribers (up 16% year-over-year in Q4). To that end, Peloton is rolling out a new, one-time equipment activation fee ($95 USD/$125 CAD) for those in the U.S. and Canada.

Following a pilot with the YMCA of Metropolitan Chicago (which places 100 Bike+ and Rows into 15 locations across the city) the connected fitness company said there could be other gym-focused initiatives in the future.

As for the connected fitness segment – which is expected to experience softness in demand in the short-term – Peloton CFO Liz Coddington says the category could begin growing again within the next few quarters. 

“Over the long term, we do still really remain bullish on the growth potential for the connected fitness category, and we expect to grow our share of total fitness and wellness spending, as we invest in product and content innovation and we evolve our marketing strategy,” she added.

Some strategies to enhance the member experience have already taken hold. Peloton just announced an integration with Amazon so members can read a Kindle book while working out on their Peloton Bike, Bike+, Tread or Tread+. The brand also recently teamed with FitBit for a global, multi-year content distribution partnership, widening its audience by giving Fitbit Premium users in the U.S., U.K., Canada and Australia access to Peloton fitness classes beginning in September.

The post Peloton’s Q4 Earnings and Strength Push Send Shares Soaring Over 30% appeared first on Athletech News.

In the fitness industry, keeping new members engaged is as crucial as getting them in the door. With a 28.6% annual attrition rate, gyms face significant challenges in retaining members. But the onboarding process offers a golden opportunity to create lasting connections and build a thriving community.

Fitness On Demand, a leading provider of omnifitness and member engagement solutions, understands these challenges and offers a range of tools to enhance onboarding and boost member satisfaction across various settings. In this discussion, we’ll delve into common onboarding pain points and explore effective solutions.

Leading this discussion is Andy Peat, CEO of Fitness On Demand and an industry veteran with over 18 years of experience. Andy’s expertise lies in leveraging data and cutting-edge technology to drive innovation and positive change within the fitness landscape. With a track record of success, Peat has a proven ability to foster growth and elevate member experiences.

Read on to find out more about how effective onboarding strategies can transform your gym’s retention and member satisfaction.

How can owners start to ease or eliminate friction in the onboarding process for new members?

To ease or eliminate friction during the onboarding process, gym owners can follow what I call “The CAP Principle”:

Connection: For new members to be successful, they need to make connections at your gym with other members as well as your fitness professionals. Scheduling group fitness and personal training sessions are the best ways to achieve this, and you can even offer members initial consultations for learning larger movements. In fact, having just two meaningful connections in the first month can reduce cancellations by 33%. Most gyms offer a free personal training (PT) session, which is a great way to get to know someone, understand their goals, and introduce them to your gym. However, this one session on its own won’t make a lasting impact. You need to create a sense of accountability and help members form new habits while they’re still motivated.

Attendance: One of the best ways to build accountability is by encouraging attendance with other people. On day one, you should help new members schedule times to be in the gym for a group class or a training session. When these commitments are added to their calendar and involve other people, it’s much harder for them to delay or skip.

People need to attend the gym four times in a month, with one visit at minimum. The attendance requirement involves four bookings from day one. These can be personal training sessions, group fitness classes or member functions. The goal is to book members for four sessions at sign-up to form a habit and build relationships. Ideally, every member is given four training sessions in their first month.

Progress: In addition to showing up, people need to see the progress they’re making to maintain their motivation. When they’re just starting out, it’s easy to have unrealistic expectations or overlook their steady progress. It’s our responsibility to help them understand what they can and should expect to accomplish in their first 30 days and celebrate their milestones.

If people feel or see a sense of progress early, it will result in a happier feeling and attachment to the gym. Fostering this feeling will increase motivation and drive routine. Progress can be seen through fitness testing (tied to personal training), body scans, or rating their feelings in week one versus week four.

Problem addressed: This principle tackles the issues of new members feeling isolated, lack of commitment, and unrealistic expectations, all of which can lead to early cancellations.

What’s the best way for owners to capitalize on new member motivation and prevent them from quitting in the first six months?

Most gyms offer one free personal training session for new members, but this isn’t enough. To capitalize on their motivation while it’s at its peak, you should schedule at least four sessions in the first four weeks:

• Week 1: Conduct an initial consultation session to understand their goals, perform an initial fitness test, and build a program for them to follow.
• Week 2: Hold the first official personal training session to strengthen their sense of accountability and connection with your gym, without focusing on selling ongoing PT sessions.
• Week 3: Conduct a technique session to teach them something basic, like proper form for deadlifts or squats. This gives them a sense of progression and demonstrates the value of having a trainer.
• Week 4: Perform a retest session. Have them redo the fitness test from week one to prove the progress they’ve made, reinforce their motivation, and create a prime opportunity to sell ongoing PT sessions.

Problem addressed: This approach deals with insufficient initial engagement and support, helping new members feel confident and motivated from the start.

How else do you build new member motivation?

Giving your members a simple way to try out classes or workouts on their own is one of the easiest ways to build their confidence. Offering a diverse library of on-demand classes that members can access in your open studio spaces or from the comfort of their home helps. This allows members to gain a new perspective on classes they may be intimidated by and provides more autonomy to try something new on their own terms. We’ve seen members who are initially shy or intimidated eventually work up to joining live classes.

Problem addressed: This strategy helps overcome intimidation and lack of confidence in trying new classes, gradually building members’ comfort and involvement.

Can owners start to ease the onboarding friction before someone officially joins the gym?

Absolutely. These strategies and platforms make a huge impact right after someone starts their membership, but they’re also vital before someone decides to join. Some of our most successful customers use these strategies in their marketing efforts to stand out from the competition. For example, offering a month of free, personalized instruction can attract more leads than competitors offering just one PT session. Additionally, having a fully booked class schedule, bolstered by on-demand classes, can be a significant converting factor for prospective members during tours.

Problem addressed: This approach addresses limited appeal and insufficient differentiation from competitors, making your gym more attractive to potential members.

How do you build a fitness community that embraces people of any fitness level and keeps members coming back year after year?

Encourage interactions between staff and members, and also among the members themselves. More and more, people are going to the gym as a way to socialize. They want to see people, be greeted when they walk in, and know they’re going to have fun and enjoy themselves while getting fit. Creating a welcoming, social environment is key to building a fitness community that embraces people of any fitness level and keeps them coming back.

Problem addressed: This strategy combats the lack of social engagement and community building, fostering a supportive and interact

By implementing these strategies, gym owners can significantly improve their onboarding process, reduce friction, and enhance member retention, ultimately leading to a thriving fitness community.

The post How Better Member Onboarding Prevents Attrition appeared first on Athletech News.

In this latest “Fireside Chat” video, ASENSEI Founder Steven Webster and PowerBlock CEO Mattson Towley join Athletech News Founder and CEO Edward Hertzman to discuss their new partnership, which promises to take dumbbell training to new heights through real-time weight recognition, rep counting and form feedback.

Webster, Towley and Hertzman talk about the importance of using tech to upgrade fitness products without changing what already works. They also discuss how to keep purchases from being “one and done,” the importance of customization, specifically in strength training, and why the “death” of connected fitness has been greatly exaggerated. Watch the full interview for expert commentary on the following:

• How to turn the smartphone into a scale
• Democratizing strength training
• Why connected fitness is becoming just “fitness”

Key Talking Points:

• (0:00 – 1:42) Introductions
• (1:42 – 4:09) Why ASENSEI and PowerBlock work together
• (4:09 – 8:03) The technology behind the partnership
• (8:03 – 11:46) Upgrading dumbbells, not reinventing them
• (11:46 – 16:33) Engagement via results and progression
• (16:33 – 20:00) The importance of personalization 
• (20:00 – 26:00) Why connected fitness is alive and well

The post Fireside Chat: ASENSEI’s Steven Webster, PowerBlock’s Mattson Towley on the World’s Smartest Dumbbells appeared first on Athletech News.

With wellness on everyone’s mind and a global wellness economy projected to reach $8.5 trillion by 2027, Peloton may have discovered a way forward.

The struggling connected fitness company — once at the top of its game during the pandemic— is in the middle of its next chapter, one that entails a global refinancing plan that will arm the fitness brand with $1.4 billion in new credit. 

Questions have lingered regarding Peloton’s overall strategy moving forward, despite two relentless years of attempts to right the ship under former CEO Barry McCarthy, who stepped down in May as Peloton issued pink slips to 15% of its staff.

However, a recent investor presentation and some interesting moves by Peloton have offered some hints about what’s ahead and, perhaps most importantly, who may be willing to buy in. 

Peloton Subscribers Are Mostly Female – And Loyal to the Brand

Peloton has amassed 3.7 million connected fitness and paid app subscriptions. While Peloton has had trouble growing its subscriber base post-pandemic, it’s notable that 66% of paid connected fitness subscribers who joined in 2021 are still current members. In its note to investors, the brand pointed to its subscribers’ “exceptional engagement” level.

The connected fitness company revealed that 67% of its members are female, 33% male and most members (33%) are between the ages of 35 and 44. The 45 to 54 crowd encompasses 25% of its members, followed by 22% of those aged 25 to 34. 

As for income distribution, most (24%) of Peloton members are in the $100k-150k range, followed by 22% of those in the $250K+ range. Those with an income of $50k-100k make up 20% of members, followed closely by 19% of those in the $150k – $200k range. 

Members have remained highly engaged in a post-pandemic environment, with Peloton demonstrating a 63% year-to-date growth in workouts per connected fitness subscription from 2018 to Q3 2024. There has also been an undeniable diversification in fitness modalities, and Peloton members have notably embraced strength when compared to 2019, when 67% were devoted to cycling and 11% were strength training. Fast forward to 2024, and 40% of Peloton members are cycling, and 24% are strength training.

Peloton as a Wellness Brand?

On top of Peloton’s strategic priorities — which it outlines as growing and engaging new audiences with experiences, making Peloton “core to the gym,” scaling its treadmill business and revising its international approach — the connected fitness brand sees a massive total addressable market of individuals who fit into its 13+ demographic and are willing to invest time and money into fitness and mindfulness.

Peloton has been exploring the world of wellness, issuing a Spring Wellness Trends study earlier this year as an initiative to deepen its understanding of Americans’ relationship with fitness.

According to Peloton’s wellness report, Gen Z fitness consumers are more likely than Boomers to engage in habit-stacking wellness routines, while almost half (46%) of wellness seekers were planning to invest more on nutrition.

Equipped with fresh Gen Z and wellness-related data, the connected fitness company recently announced it would cut its live classes on Wednesdays at its Peloton Studios in New York and London to focus instead on creating new programming and content, particularly in the strength category, along with gym-focused content and progressive strength training programs.

As for its wellness endeavors, a recent CNBC interview with Peloton’s chief content officer Jen Cotter confirmed that the brand is also using the time away from the live studios to consider new business categories.

“We’re all going to still be creating, creating social content, dropping new classes,” Cotter told the outlet. “I think that we’ll just be using the brain space that would have been spent on live classes that day to come up with new programs, new ways to distribute wellness content, new categories of business to go in, like nutrition and rest and sleep, which we’ve not really done as deeply as we plan to do.”

While it remains to be seen exactly what Peloton has up its sleeve, the connected fitness company has forged a few collaborations in recent months, partnering with hotel chain Hyatt to deliver in-room video content and Peloton equipment for travelers.

It also deepened its relationship with Chicago-area YMCAs, providing 104 pieces of its signature fitness hardware to 14 YMCA Community Hub locations in the city and offering complimentary access to its Peloton App One for all YMCA of Metro Chicago members aged 18 and above.  

Peloton is expected to release its Q4 earnings next month.

The post Can More Wellness Content Save Peloton? appeared first on Athletech News.

Ergatta, a maker of gamified connected rowing machines, is giving its users some extra sailing company. The brand has inked a partnership with WaterRower to make CityRow’s instructor-led classes available on Ergatta equipment.

By combining game-based programs with instructor-led content, Ergatta believes it now offers an unmatched rowing experience for its 100,000-plus users. 

“Ergatta is known for our best-in-class workout games, which is great because that is our central focus,” said co-founder and CEO Tom Aulet. “At the same time, we are also committed to offering the most content variety in digital fitness and providing the necessary rowing form guidance and feedback for our members. With the CityRow partnership, it’s now fair to say that Ergatta has the most comprehensive and diverse digital content offering in connected rowing.”

The trainer-led classes from CityRow focus on technique and form, navigating users through intervals and concentrating on injury prevention. They include HIIT, endurance, strength, and mobility exercises done both on and off rowers. At launch, dozens of classes become available to Ergatta users with new new weekly releases planned as well.

With CoachAI weaved into the Ergatta system as well, users get the option to not only follow instructors but also track their progress while doing so. CoachAI uses computer vision to observe and evaluate a user’s rowing form and make personalized assessments and recommendations. This comprehensive approach is designed to make Ergatta equipment applicable to rowers of any level.

The CityRow classes are available on the original Ergatta Rower as well as the lower-priced Ergatta Lite, launched last November.

Evidence suggests this is a well-timed addition for Ergatta. Searches for “rowing classes” surpassed those of “strength training” in 2023, which is notable given the latter modality’s surge in popularity. 

WaterRower, which makes equipment for brands including Ergatta, acquired CityRow earlier this year in a consolidation of the connected rowing space.

The post Ergatta Adds Coach-Led Rowing Classes From CityRow appeared first on Athletech News.

As June winds down, three popular Peloton instructors are set to exit the at-home fitness giant following a round of contract negotiations that has left some Peloton devotees disheartened.

Kristin McGee, Kendall Toole and Ross Rayburn each took to social media to announce their upcoming departures.

It’s another blow to the connected fitness company that’s experienced an identity crisis in recent years, struggling to secure its place in a fitness landscape that once served as fertile ground during the pandemic’s at-home workout boom. PTON now sits under $4 per share, a far cry from its all-time high in 2021 at $167.42.

“As with all businesses who work with professional athletes, Instructor contracts are a normal and ongoing part of the Peloton process,” Peloton said in a widely reported statement. “During our most recent round of contract discussions, three of our beloved Instructors have chosen to leave to explore new opportunities. Each has their own special magic that has helped build the incredible Peloton community we have today; we are truly grateful and wish them all the best.”

While the connected fitness brand said its doors would remain open to the departing instructors, it indicated that the changes could encourage new Peloton instructors to emerge. 

While Peloton has repositioned itself over the years from a hardware-centric company to a content-focused brand, the connected fitness company has always relied on its famed instructors.

A cursory look at any social media forum populated by avid Pelotoners discussing the impending exit of McGee, Toole and Rayburn illustrates just how essential Peloton’s instructors are for those who have remained with the fitness brand through thick and thin.

Under Toole’s Instagram post confirming the news, one fan wrote that the beloved instructor had helped her get through the sudden loss of her father. “Never thought I could cry while exercising and feeling so much gratitude in a time of grief,” the poster wrote. 

Not everyone is leaving Peloton, however. Instructor Cody Rigsby announced on Instagram earlier this month that he signed a new contract. “You guys are stuck with me,” Rigsby joked in the video clip confirming the news. 

Last month, Peloton completed a $1.35 billion “holistic refinancing” to reduce debt and extend maturities. The company is currently led by interim co-CEOs Karen Boone and Chris Bruzzo, who took over following former CEO Barry McCarthy’s exit.

Peloton is expected to release its next earnings report for Q4 towards the end of August. 

The post Peloton Instructor Exits Add to Fitness Company’s Woes appeared first on Athletech News.

Most operators see dead space as an unfortunate but inevitable byproduct all gyms and fitness facilities have to deal with. Echelon sees it as an opportunity. 

As a worldwide supplier of connected fitness equipment, the brand knows better than most how to make exercise efficient, smart and safe. When Echelon’s innovative products are applied to a gym’s vacant, unused areas, it turns dead weight into profit. 

“We want to help commercial fitness facilities have alternate revenue streams,” said Echelon Fitness Regional Sales Director Adam Maloney. “That is the goal and there’s multiple technologies that we’re exploring.”

Use All of Your Gym Floor

Echelon’s Commercial Studio lies at the heart of its efforts to help gyms better utilize their space. The fitness platform grants users access to Echelon’s always-expanding live and on-demand library of private or group fitness classes — now reaching over a thousand videos. 

Along with an 8-foot HDMI cable, power supply, and mounts, the studio comes with a 24-inch touchscreen to make the classes accessible. It’s easy to set up and turns any gym area into a fully equipped fitness space at a variety of levels. 

“When you talk about maximizing space, it’s the Commercial Studio,” said Maloney. “It takes a space that could be multi-use, maybe it is a Group X room that has a schedule where a live trainer goes in there and leads people through an exercise – but trainers aren’t often doing that 24/7, so in those in-between hours, something like the Commercial Studio can be utilized to run a class with an on-demand library that has thousands of different classes.” 

“We make 40 to 60 live classes a week that get rolled up into this platform, and this is just on a 24-inch tablet that gets connected to a screen,” Maloney added. “It’s very cost-effective and easy to put into a space.”

Create Unique Experiences for Premium Members

For gyms, these once-empty spaces become avenues for new revenue. 

“Some of our partners are utilizing separate spaces that have a higher membership access point to get access to something like a black card or some kind of higher membership cost,” explained Maloney. “This is a space where they can come in and get that connected fitness experience, but only that upgraded membership gets access. Those facilities are seeing a big return and high usage.” 

“The beauty of connected fitness is that you can literally dial up whatever you want, whenever you want and that’s key to maximizing space,” added Shane Lehto, Director of Fitness Development with Y Purchasing, an organization that helps YMCAs purchase equipment and services. “It’s a way to turn a small space into a complete studio environment for members.”

Capitalize on Understaffed Hours

Echelon’s smart equipment makes use of understaffed time just as well as it does unused real estate. With the Commercial Studio, anyone can access safe workout instructions and guidance without the presence of another individual. 

Echelon believes the appetite for this type of exercise of this sort has never been higher.

“(Younger) generations want to get the training experience and be engaged without actually talking to anybody,” said Maloney. “It’s similar to the success of self-checkout at grocery stores. To capitalize on the opportunities with this next generation, a product that can offer that engagement to some degree without an actual person is exactly what many people are looking for.” 

Lehto adds that he’s seen a “major increase in members of all ages following app-based training programs.”

“Some have shared that they work with a trainer via an app or they follow a particular influencer or subscribe to one of the many great fitness content providers out there that are providing the programming,” he noted. “I’m certainly not suggesting personal training or small groups are declining by any means, but I am suggesting capitalizing on space by keeping it consistently active throughout the day.”

Echelon’s multimedia coaching platform feature essentially gives gym members a virtual trainer accessible through text, video messaging and live calls. This provides personalized workouts and nutrition guidance to help individuals reach their goals.  

Connected Fitness Never Stops

Looking forward, Echelon is excited about new connected fitness additions to its equipment lineup, including an upcoming slat treadmill and a stairmill.

“What I’m excited about with the stair mill is the content that we’ll bring on it,” said Maloney. “The stairmill market is extremely hot. The one thing it is missing, however, is really good content that could go with it. We’re going to have that coaching element on a stairmill as well as gamification.”

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