Apple Fitness+ is bulking up.
The news: Apple is partnering with corporate wellness platform Gympass to offer its Fitness+ workout app as an employee benefit — gaining 15K corporate clients and millions of subscribers.
Win-win. For its part, Gympass adds high-quality Fitness+ content to its well-being bundle, enhancing its value proposition. Meanwhile, Apple strengthens its fitness subscription and partnership strategy.
- 2021: Fitness+ enabled group workouts of 30+ users powered by FaceTime.
- 2022: Initially Watch-centric, the subscription expanded to all iPhone users.
- 2023: The content library reached 12 modalities from HIIT to yoga and 4K workouts — plus meditation, guided walks/runs, and more.
Breaking into gyms, Apple Fitness+ inked a deal with Anytime Fitness last fall to supply members with digital workouts.
Trojan horse. Since its inception, Apple has kept its intentions for Fitness+ relatively quiet. But, as its ecosystem expands — from medical-grade smartwatches and AI health coaching to insurance — Fitness+ will play a key role in promoting healthy behaviors and boosting services revenue.
Looking ahead: With Apple’s Vision Pro headset teed up, Fitness+ will soon be in pockets, gyms, and VR headsets everywhere, giving the tech giant a head start over industry incumbents.