ILLINOIS, United States — Fitness Equipment manufacturer Life Fitness has launched a digital service to reinvent its existing products, in a bid to futureproof its brand in an increasingly digital marketplace.
Life Fitness On Demand; a library of on-demand digital classes available on the touchscreens of Life Fitness products including treadmills, ellipticals, climbers, cross-trainers and exercise bikes, will now be accessible at gyms, boutiques, hotels and other operators utilising the brand’s equipment. The move comes as the global digital fitness market continues to grow in size, with analysts predicting its market value to reach $27.4 billion by 2022.
“We are thrilled to be the first to offer on-demand cardio classes on a full line of cardio equipment,” said Dan Wille, Global Vice President of Marketing and Product Development at Life Fitness.
“Life Fitness products are in over 250,000 facilities around the world and 60 million people use them every year. Our priority is to help our customers – commercial fitness facilities – keep their exercisers satisfied. With the introduction of Life Fitness On Demand, exercisers can have an engaging cardio experience on a variety of equipment in clubs, hotels, athletic centres, and other commercial fitness facilities around the world.”
To appeal to a wider demographic, Life Fitness’ On Demand Classes will range in length from 10 to 40 minutes, as well as catering to different fitness levels, coaching styles and musical tastes. The goal is to speak to a global audience that is increasingly turning to digital fitness services as a way of keeping fit and ultimately safeguard its relevance within the evolving marketplace.
Mirror founder Brynn Putnum, recently told Well+Good that she believes the integration of digital fitness propositions within physical fitness spaces is a trend that’s only going to intensify.
“A lot of these technologies that are going in homes will start going into gyms because it will allow them to provide good content and instruction all the time,” the ambitious entrepreneur argued.
“First the boutique space was brought home via technology, and now technology is coming back to big box gyms as a way to make the facilities come alive,” she added.
Peloton bikes are already a fixture in gyms and hotels around the globe, so in the future, it’s not too far of a jump to expect a high-tech Mirror device or Hydrow rowing machine to sit alongside them.
According to Life Fitness, it says its On Demand classes will help redefine the cardio experience and allow exercisers to learn new and effective ways to use its products. For gym operators, meanwhile, they’ll provide another way of adding value to the declining membership model.