Apple
Apple is launching new content to enhance its Fitness+ subscription.
What’s happening: The company recently announced the fifth season of Time to Walk, as well as a sleep-focused extension of its meditation category and a new modality, kickboxing.
Why it means: Since launching in December 2020, Apple has consistently built up its library of highly produced health & fitness media. And after expanding Fitness+ to every iPhone this past fall, Apple is keeping its content fresh with top trends in wellness.
Dreamy. From Calm’s Sleep Stories and Headspace Sleepcasts to Oura’s Sleep Sounds and Hyperice’s nighttime readings narrated by Chris Hemsworth, content designed to improve shuteye is a growing part of the $500B sleep economy.
Late by comparison, Apple’s Sleep content will join nine other themes of meditation, with new practices added every week. For new or first-time meditators, a guided program will teach techniques to “Quiet Your Mind,” “Visualize Rest,” and “Appreciate Your Day.”
Boxing boom. New kickboxing workouts on Fitness+ complement its already sizeable collection of HIIT and full-body cardio routines. But it’s right on time.
Kickboxing and cardio shadowboxing workouts have been on the rise since the 2010s. Picking up steam again, Liteboxer and Les Mills stepped into the VR ring while studios like Mayweather Boxing, Rumble, and 9Round locked down international expansion deals.
Looking ahead: Equipment-agnostic digital content will play a big role in the hybrid future of fitness. Even as Netflix joins the fitness streaming fold with Nike Training Club, Apple hopes to make its own experience unbeatable — from talent to music and wearable integration to its long-awaited VR headset.
