There’s never been greater demand for sweating it out remotely. Given the Covid-19 outbreak’s disruptions to the conventional fitness landscape, larger companies in the fitness space and boutique gyms have been throwing free trials at potential customers looking to stay fit, especially during their time of seclusion. Even the most exclusive fitness brands and studios aren’t above freebie digital offerings, from Gwyneth Paltrow’s trainer Tracy Anderson’s 14-day trial run to Sky Ting yoga’s complimentary week of SKY TING TV.
Over the past week, JetSweat, a digital platform which offers classes from 30 different fitness studio partners including well-known brands like the low-impact, muscle-targeting Modelfit, and BodyRok, a Pilates-inspired workout, says daily subscriber rates have increased tenfold.
“All of a sudden, everyone is heavily relying on us. For a lot of our studio partners, this is their only lifeline for some income right now,” she says. “Streaming will be incredibly important for people who still want to take their studio classes but aren’t going to be able to afford the same level of commitment as before.”
Individual studios have seen similar explosions in demand for remote content. “Our current trial subscribers have grown four times since the beginning of March,” says Rachel Katzman, CEO and co-founder of P.volve, known for its derrière-targeting workouts.
In 2017, Katzman and her husband Stephen Pasterino launched their brand with a small selection of online video content as a secondary component to their New York-based studio classes. They debuted a mobile app in 2018 and today charge $19.99 for more than 200 pre-recorded workouts ranging in length from 10 to 55 minutes.
Given outbreak closures, P.volve has extended its usual 14-day free trial to 30 days (with the code: OnePvolve), joining a swell of other studios trying to nimbly pivot clientele to virtual sweat sessions. Peloton also temporarily lengthened its trial period from one month to three, while Obé, another multi-studio digital fitness platform, has increased its own from a week to a month. According to a brand rep, Obé’s sign-up rate has increased tenfold since mid-February.
Unlike JetSweat, which films its workout content in the settings of its studio partners’ locations, Obé ($27 per month) brings its roster of individual fitness instructors and influencers, like Amanda Kloots and The Sculpt Society’s Megan Roup, to its Brooklyn lightbox studio. The distinctive, glowy, pastel-hued space nods to artists James Turrell and Dan Flavin as much as ‘80s era fitness icons Jane Fonda and Richard Simmons, who revolutionized the at-home fitness craze. (The studio banked additional content for a shutdown situation like the one Governor Andrew Cuomo announced on Friday.) Founders Mark Mullett and Ashley Mills call their library of 2,500-plus classes “entertrainment” based on the premise that entertainment is the best motivator for exercise.
Individual studios like Sky Ting, which says it has seen a 150% increase in online subscribers this month, are hustling to upload new virtual classes as quickly as possible while Covid-19-related closures freeze their primary revenue streams. The studio is also currently offering free livestream classes on its website on a daily basis.
Last year Dino Malvone debuted SaltDrop, a studio workout class incorporating a mix of modalities including functional movement, Pilates and yoga. Streamable video workouts were on his long-term plan—but the outbreak motivated him to act swiftly.
Malvone currently broadcasts two daily classes live on Instagram from the living room of his Fort Greene apartment. “It’s not perfect, but what is? People seem to really love being able to connect this way while we’re all isolated in our homes,” he says. Though the live content doesn’t translate to direct revenue, it does maintain visibility and exposure for his fledgling brand.
Other studios and individuals have taken to Instagram and Facebook for free live classes, including Mile High Running Club and New York City Ballet principal dancer Tiler Peck and Anna Kaiser’s dance-cardio brand AKT, which counted 4,200 views for a recent free live class. Ballet Beautiful, run by Mary Helen Bowers, has been offering online classes since 2009 and is offering a discount on its custom workouts for this month.
Ashleigh Ciucci, 38, a New York-based makeup artist who has been a devotee of SaltDrop’s classes from day one doesn’t usually opt for remote classes. “I’m an in-studio type of girl but the current state of everyday life is changing that for me,” she says. “The live [Instagram] classes definitely keep you in check when it comes to ‘showing up,’ both physically and mentally.”
And with the uncertainty as to when studios will reopen, owners are hoping newly formed routines of those practicing remotely will stick. Claire Mazur, 35, a New York-based brand consultant and podcast host, says she signed up for online classes after finding herself in an exercise rut several months ago. With a toddler at home, she appreciates the flexibility that online classes provide.
“I do think I’ll probably do virtual workouts more once things reopen, if only because I have an increased comfort level with them now,” says Mazur. “I tend to become a creature of exercise habit.”
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