Connected Fitness Brands Double Down on Retail Partnerships
Equipment makers are partnering with retailers to display and demo products.
Image: Tonal
In an effort to reach potential customers in-person, connected fitness companies are getting creative.
Show off. An opportunity for would-be riders to try its bike, early on, Peloton built its retail strategy around showrooms and mall kiosks. A winning concept, retail showrooms have become a central part of the connected fitness playbook.
Shop-in-shop. Equipment makers are partnering with retailers to display and demo products.
Connected rowing company Hydrow teamed with Best Buy and Fabletics.
Vertical climbing machine CLMBR partnered with experiential retailer b8ta.
Tonal expanded its deal with Nordstrom and tapped activewear retailer Bandier.
A similar approach, as part of a larger deal that includes exclusive content, FORME’s workout mirror will be sold at Barry’s studios.
Amenities. Whether it’s apartments, hotels, or offices, home fitness brands are meeting consumers everywhere.
CLMBR is rolling out across Four Seasons hotels and resorts.
Interactive boxing machine Liteboxer partnered with select Virgin Hotels.
Pelotons can be found at an estimated 1,100 hotels across the US and Europe.
Tempo landed a strategic partnership and investment from real estate developer Tishman Speyer.
Along those lines, Technogym recently partnered with Silofit, becoming the micro-gym’s exclusive equipment supplier.
Takeaway: As customer acquisition costs soar, connected fitness brands are taking an increasingly innovative approach to distribution. Next, as more companies target the commercial market, expect to see more high-tech machines popping up in big-box gyms.
We break down how fitness, wellness, and healthcare are converging — and what it means for business, culture, and capital.
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