{"id":57583,"date":"2019-07-30T14:18:59","date_gmt":"2019-07-30T18:18:59","guid":{"rendered":"https:\/\/www.wework.com\/ideas\/?p=57583"},"modified":"2020-09-03T05:53:03","modified_gmt":"2020-09-03T09:53:03","slug":"fitness-apps-are-getting-smarter-and-revolutionizing-the-home-workout","status":"publish","type":"post","link":"https:\/\/www.wework.com\/ideas\/professional-development\/creativity-culture\/fitness-apps-are-getting-smarter-and-revolutionizing-the-home-workout","title":{"rendered":"Fitness apps are getting smarter\u2014and revolutionizing the home workout"},"content":{"rendered":"\n

Whether by chopping wood in their backyard or by way of a Jane Fonda VHS, people have always had the ability to exercise<\/a> at home. But \u201cdigital fitness<\/a>,\u201d an industry trend that shows no sign of slowing, has elevated the meaning of the home workout, lifting it to boutique status. With futuristic equipment and tech, personalized guidance<\/a>, and supportive communities across the globe meeting on a single platform, digital fitness could very well democratize modern exercise as we know it. <\/p>\n\n\n\n

While physical spaces dedicated to fitness are seeing growth<\/a>, digital workouts are succeeding, too. The fitness app market is estimated to be worth $14.7 billion<\/a> by 2026, according to a report from Polaris Market Research. In July, fitness innovators Brynn Putnam, founder and CEO of Mirror<\/a>; Ashley Mills, cofounder and co-CEO of Ob\u00e9 Fitness<\/a>; and Bergen Wheeler, national director of innovation of Exhale<\/a>, convened at WeWork Now<\/a>, The We Company\u2019s first on-demand workspace in New York, to explore this current fitness revolution. <\/p>\n\n\n\n

Panel moderator Zoe Weiner, Well and Good’s<\/a> associate beauty and fitness editor, kicked off the night by exploring how digital fitness is a natural progression of our society\u2019s expectation for convenience. \u201cEverything is on demand,\u201d Weiner said, noting that her outfit was selected and delivered the night before through Rent the Runway. \u201cAnd we\u2019ve come to expect the same from our exercise.\u201d<\/p>\n\n\n\n

\"\"
WeWork Now – Well + Good – Fitness Revolution<\/figcaption><\/figure>\n\n\n\n

Convenience, some have argued, isn\u2019t always a good thing. The option to select items for delivery with one swipe of a button has, perhaps, led us to get lazy and antisocial. We avoid face-to-face interaction in exchange for never having to get up off the couch. Digital fitness, however, promotes both movement and community, the event panel members suggested. \u201cFor the first time you no longer have to sacrifice quality for convenience,\u201d said Putnam, whose interactive, high-tech mirror enables users to receive real-time fitness instruction. <\/p>\n\n\n\n

The variety, access, and real-time instruction is what distinguishes modern at-home fitness options from previous generations. Jane Fonda (and other) videos may have provided dedicated fans with instruction to get their blood flowing, but that\u2019s about all. \u201cYou knew when the joke was coming, you hated the music, [and that\u2019s why] people traditionally think of at-home fitness as isolating,\u201d said Mills, whose on-demand fitness app encourages users to take live classes, which has built accountability into community. \u201cThe live experience\u2014and being able to call out someone\u2019s name\u2014is the most primal experience of being human,\u201d she said. \u201cIt\u2019s bonding and impactful.\u201d <\/p>\n\n\n\n

At the end of every Ob\u00e9 class, members are encouraged to share a sweaty selfie with their classmates. \u201c[It\u2019s] a great equalizer\u2014your face is red and when you post it, you feel like a million bucks,\u201d Mills added. She said the Ob\u00e9 community has rallied around this selfie prompt, cheering on one another for putting in the time to sweat. \u201cPeople will do whatever it takes to connect with people,\u201d she said. <\/p>\n\n\n\n

Boutique in-person classes vs. exercising in your living room<\/strong><\/h2>\n\n\n\n
\nhttps:\/\/www.instagram.com\/p\/Bzs1tZxHJ5K\/\n<\/div><\/figure>\n\n\n\n

Can digital classes really compare to in-person boutique classes? Maybe not, but for some, there are several benefits in that, Putnam argued. \u201cTo me, community is about shared experience, not necessarily synchronous experience,\u201d she said. \u201cSynchronous experience can be uncomfortable,\u201d she said, citing how people can be insecure about their body or trying something new, or just grossed out by being in such close quarters in an immensely sweaty space. The ability to work out on one\u2019s own while connecting digitally offers \u201cconnection, while still respecting people\u2019s individual needs,\u201d said Putnam. <\/p>\n\n\n\n

\u201cOn-demand classes capitalize on efficiency and make it easier to get a workout in without having to worry about extra travel time\u2014especially for parents with young children,\u201d said John Honerkamp, an instructor at Rise by We<\/a>. <\/p>\n\n\n\n

Digital = accessible<\/strong><\/h2>\n\n\n\n

The average cost of a single boutique fitness class across the country, according to Mills, is $27\u2014quite a pretty penny to part with for one hour of sweating. Mills\u2019s and Wheeler\u2019s products cost $27 and $19, respectively, for a monthly subscription of unlimited classes. Better yet, anyone, anywhere can take them. Wheeler, whose product offerings stand out from the group\u2019s for the brick-and-mortar studios, said that Exhale On Demand gives access to people who either don\u2019t live near a studio or are traveling for a fraction of the cost of a single class. \u201cWe have a component of our on-demand platform that provides that in-studio experience. We try to fill the gap,\u201d she said, referring to the fact that, until recently, home workouts were likened to solitary confinement. <\/p>\n\n\n\n

\nhttps:\/\/www.instagram.com\/p\/BrdtZOnjy1G\/\n<\/div><\/figure>\n\n\n\n

Wheeler added that the on-demand feature gives access to the cult of Exhale devotees who are traveling for work or vacation. She said she\u2019ll get messages online from clients she knows in real life who say how hard the class was, and how they\u2019re looking forward to getting back into the studio at summer\u2019s end. This online access doesn\u2019t cannibalize the success of the physical studio, Wheeler said, it helps people stay connected and committed. \u201cPeople can\u2019t [always] make it to their favorite class with their favorite teacher, so we\u2019re offering that at any time that person needs it,\u201d she said. <\/p>\n\n\n\n

Another plus to the digital workout, Putnam said, is that it lets people get back up on the fitness horse without intimidation. As a former fitness boutique owner, Putnam said she would see people drop off entirely from taking classes for one reason or another\u2014a pregnancy, a job, or something in between. \u201cI think the challenging piece is starting again when you have a period of not being active,\u201d she said. \u201cDigital fitness can help bridge the gap,\u201d she said, explaining that there\u2019s less to feel dispirited about when you take things at your own pace, without fear of being judged. <\/p>\n\n\n\n

\nhttps:\/\/www.instagram.com\/p\/BwUo4Adh0XP\/\n<\/div><\/figure>\n\n\n\n

A few audience members questioned how online classes could offer the personalized touch of an in-studio instructor. Rise by We\u2019s Honerkamp said he doesn\u2019t think \u201cdigital fitness will ever replace that fist pound from a training partner or a high five from a coach.\u201d Kurt Ellis, also an instructor at Rise by We, said that there are \u201ccertain nuances that face-to-face interactions offer that the digital platforms do not.\u201d These are intangible elements, he said, \u201clike human interaction, building relationships, and understanding the unique psychological, physiological, and physical factors that are associated with training individuals.\u201d Ellis said that he believes digital and in-person fitness should coexist. <\/p>\n\n\n\n

The fitness innovators countered by pointing out that during an in-person class, an instructor has to care for at least a dozen people at once. With digital fitness, users have the opportunity to subscribe to a one-on-one instructor who can provide their full attention. And, as Putnam teased, Mirror will be launching a personal training component in September. In this sense, the future is only getting more personal. We\u2019ll just have to wait to see how buff the digital experience evolves to be.\u00a0<\/p>\n\n\n","protected":false},"excerpt":{"rendered":"

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