Creator Economy of Fitness, Peloton for “X” and Future of Fitness

Let’s talk about products that help you sweat, burn calories and become stronger. Nah, this is not a guide for losing weight. We’re going to talk about fitness tech, i.e. physical or digital products that make working out from anywhere possible.

Startups are building for the future of exercise by (1) reinventing workout equipment, (2) bridging IRL and URL fitness, (3) creating immersive experiences, (4) niching down to serve new market segments, and (5) financialize exercising.

We’ll break down the top fitness market trends: what product categories are on the rise, how they differentiate, how they monetize, and what are the next big opportunities. Healthier, faster, stronger, let’s go:

Hey 👋 I’m Zoe: builder, ever curious, built 11 MVPs, on Lifehacker, Product Hunt #1, and Medium Top Writer & HackerNoon winner in VC topics. I unpack new insights on profitable markets. You may also like:

1. Top 11 Fitness Market Trends

(1) Retail gyms are adopting a hybrid fitness model:

  • Franchise gyms are combining fitness studios (IRL fitness) and at-home workouts by tapping into virtual classes (URL fitness).

(2) Peloton for “X” make all kinds of exercises possible at home:

  • Connected gym equipment is going beyond indoor cycling. Companies are making rowing, strength training, and running more connected, interactive, and smarter.

(3) Fitness is becoming holistic:

  • Consumers want a fit body, a fit mind, and a fit brain. This demand shift has created a plethora of startups that design integrated solutions to help people train, rest, and relax.


(🔒 Full version) +8 more key trends, backed by real company examples:

🔑 (4/11) Fitness creator economy trends (3 company examples)

🔑 (5/11) New category of workout activities & new players (3 company examples)

🔑 (6/11) What is a screen-free workout and why it’s on the rise (3 company examples)

🔑 (7/11) How crypto platforms are being utilized in the fitness market (3 company examples)

🔑 (8/11) How gamification is creating new product categories in fitness (3 company examples)

🔑 (9/11) What features do consumers want from fitness wearable trackers (3 company examples)

🔑 (10/11) How to help clients get fitness results using science-backed fitness (3 company examples)

🔑 (11/11) How online fitness brands implement “Netflix for fitness” as a way to monetize (7 company examples)

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2. Players, Competitors & Databases (122 in total)

Find similar competitors and explore ways to differentiate new solutions:

  • 🏢 Total 122 company examples across the fitness space

👉 Link to the database ::

3. Problems & Market Needs

(1) Gym operators struggle to find and keep customers:

  • 81% of fitness studios fail within 12 months. New gyms often struggle to attract customers that no one has heard of. Failing to keep customers coming back is hurting revenue and sales.


(🔒 Full version) +4 more well-defined market needs. These insights will help you capture specific customer needs:

🔑 (2/5) How startups help fitness coaches increase income (2 company examples)

🔑 (3/5) How to make exercise easier and why solving this problem matters (5 company examples)

🔑 (4/5) How to democratize access to fitness for every one (3 company examples)

🔑 (5/5) How to increase gym membership retention using this proven product feature (2 company examples)

4. Monetization & Revenue Streams

(1) Physical and digital product bundling:

  • Most common in connected at-home gym equipment that sells hardware and digital products such as monthly content subscriptions.

(🔒 Full version)

  • Unlock 3 more monetization and revenue models in the fitness industry

5. Next Big Things + untapped opportunities

(1) Full-stack fitness model will see more adoption:

  • Fitness, nutrition, and mindfulness are becoming an integral part of a healthy lifestyle. Therefore, solutions that provide beyond body movement will be well-positioned in the holistic wellness trend.

(2) New forms of creator economy in the fitness industry:

  • YouTube and TikTok have led to the rise of “fitness influencers” who monetize through brand partnerships. Playbook has led to the rise of “fitness creators” who turn their passion into an online fitness business.


(🔒 Full version) 6 more untapped market opportunities:

🔑 (3/8) How to build the next Education Tech in the fitness industry (3 examples)

🔑 (4/8) How food businesses can break into Fitness tech (3 company examples)

🔑 (5/8) How to create niche fitness platforms (2 examples)

🔑 (6/8) Future of virtual gyms and what solutions are needed (2 examples)

🔑 (7/8) Opportunities in Web3 for fitness (4 use cases)

🔑 (8/8) New ways to monetize fitness products (1 example)

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More Consumer Trends & Ideas:

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Zoe Chew

Built 11+ MVPs. Founder: Analyzing Consumer Tech & Platforms. On Deck ODF10. Product advisor US/APAC 👉About me: