Posted: 2020-12-08 19:14:23
@maxwelltani - unemployment doubled - economy was shutdown - millions were hurt by a virus - thousands of business were lost - eCom grew 100% (~11.9% to 20%) - PTON supply chains failed - logistics woes mounted (USPS etc) - COVID influenced DTC fitness 📈 httpss://t.co/efKqb4GxBG
From Web Smith (@web) at #(from:web) Tweets with Links
Originally published 2020-12-08
Shipments will not begin until late Spring, giving direct competitors like Peloton, Mirror, and Tonal the runway to market to as many former gym goers as their marketing budgets will allow. As premium fitness companies like Equinox face growing criticism for acting too slowly in the face of a deepening public health crisis, we are certain to experience a boom in direct-to-consumer fitness. Peloton is “just a bike with a tablet attached” according to a number of critics. Former Google marketer Adam Singer recently quipped: My wife is going to win her battle of buying one of those Peloton things isn’t she?Maybe I can find a clunker exercise bike and glue a tablet to it to save some money. I can’t win. This timeline is against me at every macro and micro level possible.
As more Americans track the news, panic and disarray will set-in. A lack of community may exacerbate the symptoms of depression as consumers are told to avoid professional settings, social events, and now health and fitness communities. For many of us, the idea of war was as foreign as the lands that they’re fought on. And shared sacrifice is something that many of us ready in history books. In this way, community is more crucial than ever. In 2017, The Atlantic’s Zan Romanoff wrote: Gyms provide ritual and community, serving as a sort of religion. They also promote values American culture already worships—capitalism and overwork. If fitness is the new religion, community is its driver. And what many consumers felt was a luxury may now be more of a necessity. In this way, this pandemic is as close to a proverbial foxhole as many will ever know – a sudden lifestyle change with immediate consequences. Consumers with means will do whatever they can to mitigate isolation. This means that it’s likely that DTC fitness critics will reluctantly adopt digital community fitness. In the long-term, digital communities may not replace premium gym experiences. There will always be a need for them. But in the interim, these DTC products will be good enough. Some semblance of community and camaraderie is better than none at all. Because there are no atheists in foxholes. We all want to believe in something.
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