How DTC fitness brands responded to lockdowns
Posted: Mon Dec 23, 2024 9:17 am
Photo of a person below the waist dribbling a basketball
Burst
Peloton and similar brands led the way by taking advantage of lockdown measures that left fitness enthusiasts disconnected from their usual communities. During the third quarter of 2020, Peloton announced an impressive 172% increase in sales .
In addition to introducing new models and training content, it lowered the price of its flagship bike, making it more accessible to a wider audience.
Meanwhile, other DTC fitness brands that relied on in-person experiences were forced to quickly adapt. Inspired by Peloton’s success, many adjusted their business models to include virtual workouts and innovative technologies, such as personalized one-on-one coaching sessions.
Jasmine Maietta, a former professional basketball player and coach, seized the opportunity to launch Round21 , a ping-pong brand with a creative approach. During the summer of 2020, when parks were removing basketball hoops to prevent gatherings, Jasmine acted quickly.
“We wanted to offer safe ways for people to canada whatsapp number list continue enjoying the game from home,” he explains. Round21 accelerated its product development and introduced mini basketball hoops designed for indoors, creating a fun and restriction-friendly experience.
A mini basketball hoop from Round21 against an orange background
Round21
Case Study: Ride Cycle Club
Ride Cycle Club , a popular DTC spinning fitness brand in Canada with locations across the country, also had to evolve to keep up. At its Toronto location, spinning instructor Taylin Wilson talks about how the company rented bikes to local members to stay connected.
However, bringing the immersive experience of her in-person classes — with darkened rooms, candles and loud music — to a virtual environment was no easy feat.
“We did a lot of testing to find the right lighting setup,” Taylin says. “We built everything from scratch.” Logistics were further complicated by COVID restrictions. Ride implemented a stand-alone recording system that allowed instructors to film classes without the need for large crews or additional assistance.
Despite overcoming technical challenges, the emotional shift was difficult for many instructors. “They didn’t want to teach online,” Taylin admits. “There’s no energy in the room. You’re teaching to a camera.” But by incorporating live classes, Ride was able to regain some of the connection that characterizes its community. Today, virtuality has become a key part of its long-term strategy.
Burst
Peloton and similar brands led the way by taking advantage of lockdown measures that left fitness enthusiasts disconnected from their usual communities. During the third quarter of 2020, Peloton announced an impressive 172% increase in sales .
In addition to introducing new models and training content, it lowered the price of its flagship bike, making it more accessible to a wider audience.
Meanwhile, other DTC fitness brands that relied on in-person experiences were forced to quickly adapt. Inspired by Peloton’s success, many adjusted their business models to include virtual workouts and innovative technologies, such as personalized one-on-one coaching sessions.
Jasmine Maietta, a former professional basketball player and coach, seized the opportunity to launch Round21 , a ping-pong brand with a creative approach. During the summer of 2020, when parks were removing basketball hoops to prevent gatherings, Jasmine acted quickly.
“We wanted to offer safe ways for people to canada whatsapp number list continue enjoying the game from home,” he explains. Round21 accelerated its product development and introduced mini basketball hoops designed for indoors, creating a fun and restriction-friendly experience.
A mini basketball hoop from Round21 against an orange background
Round21
Case Study: Ride Cycle Club
Ride Cycle Club , a popular DTC spinning fitness brand in Canada with locations across the country, also had to evolve to keep up. At its Toronto location, spinning instructor Taylin Wilson talks about how the company rented bikes to local members to stay connected.
However, bringing the immersive experience of her in-person classes — with darkened rooms, candles and loud music — to a virtual environment was no easy feat.
“We did a lot of testing to find the right lighting setup,” Taylin says. “We built everything from scratch.” Logistics were further complicated by COVID restrictions. Ride implemented a stand-alone recording system that allowed instructors to film classes without the need for large crews or additional assistance.
Despite overcoming technical challenges, the emotional shift was difficult for many instructors. “They didn’t want to teach online,” Taylin admits. “There’s no energy in the room. You’re teaching to a camera.” But by incorporating live classes, Ride was able to regain some of the connection that characterizes its community. Today, virtuality has become a key part of its long-term strategy.