Sky Taps Fiit For First Foray Into Digital Fitness

LONDON, United Kingdom — British telecommunications company Sky has inked a groundbreaking deal with digital fitness platform Fiit as it joins the growing number of businesses vying for a spot in the fast-growing fitness category.

The move will see Fiit’s digital fitness platform become part of the broadcaster’s subscription-based Sky Q service, with customers able to stream Fiit content direct to their TVs.

It also marks another milestone for the fit-tech company, which has ramped up its partnerships over recent months having teamed up with wellness aggregators including Gympass, Hussle and MoveGB.

According to Fiit co-founder Ian McCaig, the strategy has contributed to a significant rise in signups and activity, with subscriber growth up by over 1,663%.

Speaking about the Sky partnership specifically, Fiit CEO Daniel Shellard said the startup was delighted to join forces with the company to become its first-ever fitness streaming partner.

“Driven by interactive experiences and consumers constantly evolving fitness habits, it’s predicted that the fitness streaming market will grow exponentially over the coming year, with predicted audience sizes comparable to that of entertainment streaming,” he commented.

“Fiit is thrilled to be at the forefront of this trend with Sky Q, sitting on the platform alongside global giants Netflix and Spotify.”

As the broadcaster’s first and only fitness experience, Fiit is in a strong position to tap into its 24 million-plus subscribers with a solution that caters to the new breed of digital fitness consumer that has emerged out of the coronavirus pandemic.

However, as more players – both within the fitness industry and beyond it – plot their entry into the digital fitness sector competition is also intensifying.

Last month, tech giant Apple announced the forthcoming launch of Fitness+, a fitness subscription platform built around the Apple Watch. Meanwhile, Amazon, Google, Virgin TV and Samsung all continue to double down on features that leverage the growing demand for at-home fitness solutions.

“Lots of big media businesses, TV companies and hardware businesses have seen the opportunity in the wellness and digital fitness space and want to be a part of that,” noted Fiit co-founder Sammi Adhami at Welltodo’s recent digital event: ‘Plotting a new fitness ecosystem’.

Watch Now: Plotting A New Fitness Ecosystem

“However, that’s actually opened up more partnership opportunities, so we’ve benefited from the smart money that’s falling into the space,” he added.

According to Adhami, in addition to the Sky partnership, partnerships with Fitbit, Samsung and other TV brands are also in the works — all of which are helping to put Fiit at the heart of the home, at a pivotal moment when people are redefining the role their living spaces are playing.

And with the arrival of big players facilitating more eyes on the digital fitness category, he believes that ultimately this will lead to the creation of better products, as companies continue innovating in an attempt to forge ahead of the competition.