Pricey boutique studios may be some of the hottest new spaces in the fitness field, but competition is also heating up right in your own basement.
Thousands of offerings, from cardio to core, back to butt, are now in demand and on-demand, streaming through smart TVs, tablets and laptops across America and around the world. The companies behind these offerings are raking in new subscriptions and new cash at a heart-pumping pace, some of them holding on to older business models at the same time.
At Santa Monica–based Beachbody, the behemoth in fitness DVDs, on-demand is just over a year old. The company, founded in 1998, surpassed $1 billion in sales in 2014, according to its website. It launched the on-demand service in March of 2015, and with it hired hundreds of new employees, including Bill Bradford, a former executive at Fox and Hulu, as chief digital officer, to support the new platform.