FIIT Launches Hybrid Platform, Enters B2B

FIIT is bringing high-end boutique fitness to the business world.

What’s happening: Expanding its reach, the digital fitness platform is entering B2B across fitness, hospitality, rental and corporate verticals.

Leveraging an “open ecosystem”, the evolved partner-centric platform integrates wearable devices and connected equipment – like Concept2, Keiser, Assault Fitness and Life Fitness – and is powered by three key products:

• The FIIT App includes 2K multi-modality fitness classes and a “Teams” feature enabling groups to join in-studio or remote classes.
• Partners can access the new FIIT Studio App to create customised GroupEx schedules utilising FIIT’s workout library.
• Dedicated Virtual Studios stream on-demand classes at partner sites, with or without connected equipment.

Growth mode. Investing £13M in its hybrid iteration, CEO and co-founder Ian McCaig envisions a 10x increase in FIIT’s 100K UK and Ireland consumers over the next four years.

As part of the plan, FIIT will become a multi-brand platform, coordinating content with prominent industry players via its “software layer” and partnership network.

Virtually seamless. Signing up partners as its new offering scales, FIIT is teaming with Everyone Active, The Gym Group, IHG Hotels & Resorts, Cortland Living and Vertus, Canary Wharf, among others, to deliver anywhere, anytime workouts – including immersive FIIT-enabled retrofits and buildouts.

Looking ahead: High-quality group fitness is in demand, but keeping up the experience can be pricey for gyms. As operators look to provide more for less, smart hybrid solutions that scale will be the order of the day.