Aerobics videos, leg warmers and all made Jane Fonda a millionaire in the 1980s. Exercise videos continue to be big money makers as they shift from cassette tapes to online streaming services.
As it turns out, the practicality of exercising at home and the anxiety and insecurities that plague out-of-shape fitness seekers are still alive and well today. The sense of community gym goers have come to rely on was shattered during the covid pandemic; many depend on self-discipline and working out solo as part of their fitness routine.
Though fitness videos are nothing new in the YouTube era, where personalities like Chloe Ting, Emi Wong and Yoga with Adrien have cultivated massive followings with their play-by-play fitness tutorials, subscription services are jumping on the trend.
One of the first to adopt the model was Paleton, which launched a series of subscription-based fitness classes ranging from HIIT workouts to yoga and pilates after seeing a decline in sales of their spinning bikes. According to market research, the online fitness industry tipped over the US$5 billion mark in 2019 and is projected to grow by 30 per cent by 2026.
Seeing the potential of a new generation of fitness enthusiasts looking to get their workout in without leaving their living rooms, the likes of Apple and, most recently, Netflix have launched their versions of fitness tutorials.
Apple Fitness+, available in 21 countries, combines guided workout videos with the brand’s fitness-tracking capabilities. The Fitness+ platform is said to be home to the world’s most extensive collection of 4K Ultra HD fitness and wellness content and is designed to help Apple users stay fit anywhere and on the go.
Together with the Apple Watch, users can personalise goals and see their fitness metrics like heart rate and calories burnt in real time.
More recently, Netflix launched a series of workout videos in collaboration with Nike. The Nike Training Club series includes everything from core training to fitness basics and yoga sessions. The series offers more than 30 hours of fitness content led by Nike’s global trainers, including Kirsty Godso and Betina Gozo.
Amazon has also created a series of free fitness videos available to its Prime subscribers. Amazon Prime’s videos include everything from cardio classes to guided meditation sessions.
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