Q4 2023 Fitness Category Competitive Analysis

As the fitness category ramps up to monopolize on consumer's New Year ambitions, fitness studios are exploring new ways to different from its competitive set. Interesting themes appeared from the acquisition experienced we analyzed.

Our research included the following studios and digital brands:

HIIT Studios

• GRIT BXNG

• Row House

• Aarmy

• Orangtheory

• PEDAL HOUSE

• Tone House

• Barry's Bootcamp

• Rumble

Low-Impact

• Club Pilates

• SLT

• Pure Barre

• The Bar Method

• CorePower Yoga

• [solidcore]

Digital

• obé Fitness

• the ness

• GROUNDWRK

• FUTURE

• PVOLVE

We reviewed the creative ads and landing experienced of this competitive set and discovered key pillars in the category's marketing approach.

Discount Approach (Example)

Percentage Off

Free Class

Clear Price Point

Exclusive Pricing

Unlimited Class For A Week

Buy One Get One

Unique Holiday Pricing

Full report provides examples across the full competitive set and message breakouts across various pillars including:

• Video

  • Tempo

  • Music/Sound

  • Talent Selection

  • Filming Style

  • Voice Over

  • Messaging Focus

• Static

  • Color Selection

  • Overlay

  • Image Selection and competitor

• Website UX and message prioritization

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