Although Apple is not a new participant in the fitness field (Apple Watch has included fitness functions for a long time), Fitness Plus is the first shot of Watch’s original fitness content. This is a subscription service that costs $9.99 per month or $79.99 per year. Subscribers who require Apple Watch and iPhone will have access to the virtual class library, and they can stream through iPhone, iPad and Apple TV. Some do not require any equipment, while others can utilize the gadgets you have: including cycling, treadmill, yoga, core, strength, rowing and HIIT, with different durations and intensities. New exercises appear every week.
If this sounds familiar-apparently what Peloton did-it’s because it’s almost the same as the Peloton app. But this will not bring down the Peloton of Fitness Plus. Instead, experts say, this can actually help home exercise companies like Peloton and their common opponent: the gym.
Peloton’s pure app membership costs $12.99 per month. It provides exercise options similar to Fitness Plus (strength, yoga, HIIT, aerobics).
However, the app is not the most famous Peloton, nor is it the most famous it wants. Peloton’s calling card is its aerobic exercise equipment, which can be seamlessly integrated into Peloton’s exercise and displays indicators on the built-in screen. You don’t need a device to use Peloton’s apps, but the hardware is an important part of the company’s brand. “They are just content,” Peloton CEO John Foley According to reports Apple responded to Fitness Plus’ announcement last week. “And we think that special seasonings are magical and a platform for us to connect.”
Of course, the hardware is also the selling point of Fitness Plus. But there is a big price difference. Peloton’s current spinning bikes and Treadmill The product starts at $ 1,895 with $ 4,295, Respectively; you can buy Apple Watch Less than $200, And some customers interested in Fitness Plus may already have one.
This is a key difference, because it means that Apple has a much lower barrier to entry-but it can’t provide the same level of integration as a cardio machine. Therefore, although the price of app subscription is similar (Peloton membership for bike and treadmill courses is $39), the two companies will not fight for the exact same consumer base (unless Apple starts rolling out its own spinning bikes) .
“They may be attracting different people,” said Ben Williams, global CXO of the innovation consultancy R/GA, who has designed fitness products and services in collaboration with brands such as Nike, Equinox and SoulCycle. “Peloton only accounts for a little bit in terms of performance, and Apple has a larger audience in daily fitness.” Of course there are intermediate users, especially among Peloton users who do not own hardware. If Apple and Peloton confuse, it will surpass this group.
Rick Kowalski, Director of Industry Analysis and Business Intelligence, Consumer Technology Association, said: “Peloton has very special products and fitness products that can be attached to services such as bicycles.” edge. In contrast, Apple Watch “can satisfy the use of people who participate in many different fitness activities and allow users to choose which activity it is.” Kowalski added: “I think there is enough space in the space.”
2020 is not good for health clubs. In response to the spread of COVID-19, stadiums across the United States were required to close in mid-March. Since then, some clubs Permanently closed; Others have reopened Strict restrictions.
The pandemic presents a unique opportunity for Fitness Plus, as the shutdown has caused many families to consider (or refocus) home exercise. A recent survey showed that before the COVID-19 pandemic, 10% of American households used online fitness services, but this number has grown to 14% since then Consumer Technology Association (CTA) Research. CTA also found that 53% of consumers who have owned connected fitness equipment before COVID-19 are now more likely to use it, even if the gym returns.
Nowadays, more and more consumers have invested in home fitness services and started to perform virtual exercises. Even if the club resumes production capacity, some consumers may not want to increase their club membership. “People really have a chance to reconsider their routines,” Colleen Logan, who has worked in the smart fitness field for more than 20 years and is currently the vice president of marketing for Icon Health & Fitness, told reporters edge. Logan believes that being able to integrate various locations (indoor and outdoor, living room and hiking trails) can help motivate users to exercise. Some people may find it easier to subscribe using the app than to use gym membership.
The price difference does not help the gym too much. A survey in 2018 found that the average monthly fee for gym members was National $58 -But in some major cities such as New York, the ratio is even higher.
However, even for customers who do not want to buy Apple Watch, the release of Fitness Plus may bring more attention and investment to the overall connected fitness space. Nick, executive vice president and global chief technology officer of R/GA, said: “If people have more ways to do these things at home, it may just be a wave…creating a larger market for mass home fitness tools.” Coronges. He said that Apple is “promoting these digital tools to the market and reducing the number of them…call to sign up for another monthly membership in a fitness club. These guys may be the ones who lose more.”
In fact, some competitors in the field of connected fitness are happy to see the emergence of Apple on a large scale. Logan said: “We are very happy that Apple has joined the fitness game because it has drawn attention to easy and affordable daily fitness needs.” “The mythical thing is that one of the most valuable companies in the world tells people daily Fitness is essential.”
If Apple eventually integrates Fitness Plus with other fitness products (connected bikes, treadmills, or other devices from third-party manufacturers), that will increase exponentially. Peloton has taken a similar approach to smart TVs-in the past year, it has Apple TV, Android TV, year, Fire TVwith Chromecast (via iOS app). Apple has been going this way before Gym bag, Which allows Apple Watch to synchronize with Life Fitness, StairMaster and even various brands of machines Capillary ball itself.
Williams said of Fitness Plus: “There are cyclists in the content, or something similar, so it may directly compete, but it may also be a complement to Peloton.” Although no one expects Apple to release bicycles soon , But imagine Car games Solution-Apple software that introduces Fitness Plus to the heart machine.
Or you can imagine something like Siri, which other companies might develop and integrate into their products. “Apple Fitness Plus… and similar services may become a platform where other hardware manufacturers can connect and integrate,” Kowalski said. “I think this is a broader platform move for them to start connecting all products together.” With GymKit, the foundation is in place.
Fitness Plus has been a long time. This is part of a broader effort by other home fitness athletes: expanding to do everything the gym does. Williams said that this includes three aspects: inspiration, guidance and progress tracking.
Currently, every field has its leader-but no company has conquered these three fields. Williams said: “Nike did a great job of owning that inspirational work, and it inspired more people to move.” “Equinox and SoulCycle do have such guidance and community aspects, they really connect people. Apple Inc. The product and platform of the company can track progress so that you have an understanding of your own situation. Everyone is trying to build something they don’t have.”
Apple has undoubtedly made a great contribution to the field of “guidance” here. But it needs to check the “inspiration” box to completely replace the gyms of many clients. The Apple Watch will be able to contribute-it has already rewarded various achievement badges and stickers, and completes tasks by filling in three visible “rings” (calories, exercise time, and time spent standing and moving). But for some users (especially sports enthusiasts), inspiration is not only related to personal goals, but also to competition and community. Speaking of Fitness Plus, that is still a question mark.
Coronges said: “Getting a part of society, competition, part of the community is challenging.” “There are many high-end clubs, which is why they go to SoHo House or other fitness clubs or Equinox. I think some of them must be in numbers The way to replicate and whether this can be done remains to be seen. It feels like this is not targeted by the platform, but it will be necessary.”
Peloton has taken action in this area-its platform includes live lectures, leaderboards and some limited ways of interacting with participants. It will be interesting to see if Fitness Plus provides similar features. However, the more interesting battle is between the gym and the entire connected fitness space. In this regard, Apple and Peloton are together.
to request modification Contact us at Here or [email protected]