Fitness Brands Are Working It Out

Digital fitness did the heavy lifting during the pandemic for Orangetheory, Peloton, and Planet Fitness

By Emma Phipps

When lockdowns began in March 2020, they accelerated a change in consumer behavior that gyms and other fitness studios had seen coming at a gradual pace for years. Wearables, health tracking apps, and digital media fitness experiences moved to the forefront, and brands had to adapt digital technology like apps and livestreams quickly to meet customers in a new setting — their living rooms.