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

Zoe Chew
6 min readAug 15, 2022


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).
  • Barry’s Bootcamp offers Barry’s X, a $39.99/month subscription to access live workouts, on-demand videos, and social networks.
  • F45 offers F45 Challenge, a combination of on-demand workouts, meal challenges, and a goal tracking portal.
  • Jane DO is a women-focused workout studio + on-demand livestreams subscription, starting from $30/mo to $75/mo.
  • 9round offers 9RoundNOW, an on-demand kickboxing online session guided by instructors, starting from $19.99/month.

(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.
  • Tonal combines patented digital weight, workout content, and personalized coaching.
  • Tempo uses AI and 3D vision technology to provide real-time form correction and personalized workout plans.
  • Mirror offers an invisible full-length workout mirror to help you train at home.
  • CityRow brings rowing machines and studios to your home.
  • FightCamp enables smart boxing and punching at your home.

(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.
  • Fitness for the mind is represented by Calm, Headspace, and Insight Timer, which offers content for mindfulness and sleep.
  • Fitness for the brain calls for a solution that helps people optimize sleep, recovery, and mental clarity. RISE tracks your sleep and predicts your energy throughout the day. Oura Ring is an activity + sleep tracker that optimizes your overall health.


(🔒 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
  • 🔖 Total 9 market segments
  • 🗃 Company databases: value proposition, website, stage, total funding raised, year founded, company size, and location.
  • 👌 Filter competitors by categories. Or search by product name, country, funding stage, etc.

👉 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.
  • Startups help gym owners find clientele by connecting gym-goers with studios near them. For example, FitReserve, Planet Fitness, Gympass
  • ClassPass built a billion-dollar company by aggregating fitness classes. In the early day, ClassPass studied the problems facing studio owners, i.e. they want to promote their destinations through free classes. ClassPass filled the gap between (1) owners who want more customers and (2) fitness enthusiasts who want to join classes but don’t know where to find them.


(🔒 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.
  • Peloton treadmill costs $2,495, and requires a membership that costs $44/month to access live/on-demand workout content streamed via the Peloton screen and iPhone.
  • OxeFit strength training machine costs $3,999+ with an additional accessory package; has an integrated membership that costs $39.99 to $49.99/month which gives you access to 250+ strength-training exercises.
  • Ergatta smart rowing machine costs $2,199, with a separate membership at $29/month, including a growing library of fitness games, dashboard, live tracking, and new workout content every week.

(🔒 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.
  • A full-stack fitness approach can be viewed through the lens of business models, end-to-end ecosystem creation, and hybrid products and services offering.
  • Potential use cases: (1) build an integrated fitness digital health platform that offers video consultation with performance coaches, nutritionists, physical therapists, and mental health experts; (2) embed health insurance offerings natively on the website as consumers shop for a gym membership or fitness equipment.

(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.
  • The creator economy of fitness will continue to play out in new categories such as gaming, entertainment, and shopping.
  • Gaming: The rise of VR fitness like Supernatural will create more game developers who build fitness games in the virtual world. This could also lead to the rise of game-asset designers who create and sell virtual fitness assets.
  • Shopping: There could be a Supergreat equivalent of the fitness industry. With the abundance of fitness brands, equipment, and workout supplements, solutions that curate the best video reviews on these products could be built.


(🔒 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: