Companies rush to replace the gym at CES – TechCrunch

The year of first-time virtual CES is, unsurely, the year of virtual gyms. In the last 12 months, most of our fitness routines have been completely transformed – speaking for myself, two large spaces appear in my Apple Watch step count where March and April are.

Fitness startups have seen an unexpected drop in all of this. In June, Lululemon announced plans to acquire Mirror for $ 500 million, while competitors such as Tonel saw a 7-fold increase in sales for the year. In December, Apple launched Fitness +, its on-demand service designed to take on the world’s peloton.

It is hard to realize that we are starting to see a streaming service-style land in the fitness side of things. It is a very large industry, and chances are that things will never be “normal” in view of all this, but unlike film services, it is difficult to imagine a membership of more than one people at a time.

Perhaps the biggest name for Samsung to enter the market at CES is Samsung. The electronics giant announced Smart Trainer, in addition to a growing line of fitness-focused apps. The system is specifically designed for Samsung’s smart TVs, in which webcams are used to track exercises. On that front, at least, it seems to be slightly more in-depth than Apple’s watch-only tracking, which relies on accelerometers and heart-rate monitors for feedback. Like Fitness +, it will employ workout trainers, including workout celebrity Jillian Michaels.

Ultrahuman is another major fitness video platform making its debut this week. The startup recently closed the $ 8 million round. Like Fitness +, its biotracking is built around the Apple Watch, showing heart rate and calorie burn, among other metrics. The service compares its offering to “masterclass” for fitness.

The partners include names such as leading athlete and CrossFit champion Kara Saunders, fitness celebrity Amanda Cerny, coach Johannes Bartle, hybrid athlete and coach Chris Gethin and Mindsize CEO Christian Struka. Available on iOS and Android devices, the app also integrates biofeedback through its Apple Watch integration to measure and improve the efficacy of meditation and workouts. In comparison to Calum and Headspace’s celebrity content approach, Ultrahuman uses a technology platform-based approach to improve experience and long-term outcomes.

These services set themselves apart from new offerings from the likes of Mirror, Peloton, and NordicTrack, in which these technologies dug up heavy exercise equipment, lowering the barrier to entry (although I think Samsung got a bigger , Requires expensive TV). The fact is that demand will decrease when people feel more comfortable going to the gym. This will definitely shake up the industry to some extent.

For many people, however, once the secrets of home fitness have been uncovered, they never want to go to the gym again.