The future of fitness is here and Obé Fitness is leading the charge
We’re living in an era of fitness mayhem where the studio you frequent isn’t just home to your favorite class, but also the cult you belong to. Soulcycle? We can spot that cycle choreography from a mile away. Orangetheory? That coronavirus-looking logo is hard to miss. See someone twerking in hot pink biker shorts? They’re probably still feeling themselves after their 305 Fitness class and we’re here for it.
This phenomenon extends past IRL fitness studios to digital and online platforms which blew up during the pandemic, for obvious reasons. One example is Obé, the fitness meets entertainment company founded by two ex-CAA agents. Their top-notch roster of teachers not only has excellent skills but the charisma of a celebrity, which makes them the perfect kind of talent. And people are OBSESSED with their favorite Obé teachers. Completely obsessed.
Since they launched, Obé has been hyper-focused on delivering A-plus live and on-demand content in a variety of categories: barre, pilates, hiit, yoga, meditation, and the list goes on. Despite being a digital platform, live classes are never aired after the class ends. Why? Because they believe that accountability, attendance, and group participation are key to recreating the magic of traditional fitness classes, just in an online format.
While they may have helped pioneer the online fitness industry, Obé is no longer the only big player in this space. Over the past couple of years, companies like FitOn and Aaptiv have skyrocketed to success. On top of this, influencers previously posting free fitness content on YouTube are launching their own brands and (rightfully so) putting their content behind a paywall. Gotta secure the bag!
But what’s next?
Last week, Obé announced the launch of their personalized fitness program. After taking a quiz about their fitness goals and preferences, Obé’s technology provides their users with a custom, highly bespoke training program intended to increase in difficulty over time.
The shift comes three years after the pandemic given consumers’ increased interest in customization and personalization, especially as it relates to their individual fitness journeys. After loads of research and surveys, Obé learned that people are becoming as busy as they were pre-pandemic, and as a result, they have to dedicate less time and energy to creating their own fitness plans. To put it simply, they just want to know what to do, how to do it, and how long to do it. And that’s really it.
This interest in customization should come as no surprise, both in and outside of the fitness category. Take TikTok, for example. We’re obsessed with the algorithm that knows us better than we know ourselves, even if we won’t ever admit it. Similarly, many of us like syncing our apps with our data so that we can be provided with more personalized recommendations, whatever they may be. The fitness category bringing more personalized workout plans is really no different.
Moving forward, we won’t be surprised if studios like Barry’s, CorePower Yoga, or yes, even Soulcycle, start launching personalized fitness programs of their own. Maybe this will come in the form of an add-on for 1:1 time with your favorite teacher after class. Or perhaps, a week-long, curated workout plan, never free of charge, of course. Regardless of the exact offering, personalization and customization of all sorts are not going away, and we’re going to see more and more of this pop up, especially in the fitness industry. In the meantime, happy working out!
