digital-fitness
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Fithouse sold the freedom to change your workout
Yoga on Monday. HIIT on Tuesday. One membership for both. Fithouse bundled boutique fitness into an All Class Club - then COVID tested how much of the club could survive without the room.
Peloton Interactive
Peloton built a camera-ready fitness studio around a stationary bike. Now its higher-margin subscriptions, AI coaching and move into commercial gyms reveal the more durable idea underneath: fitness that feels scheduled, social and personal wherever you train.
Barry's
Barry's is the boutique fitness brand that turned the group workout into a nightclub. Founded in West Hollywood in 1998, it pioneered the high-intensity interval training (HIIT) class with its signature Red Room - low lights, loud music, treadmills and free weights - and helped launch the boutique fitness industry. Today Barry's runs roughly 90 studios across more than a dozen countries, sells a Fuel Bar nutrition line and a digital platform (Barry's X), and draws millions of class visits a year.