Reinventing the

Gym
Startups, corporates, and technologies poised to have the
greatest impact on fitness tech in 2018 and beyond.

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ABOUT THE ANALYST

Anagha Hanumante

Senior Intelligence Analyst

@AnaghaHanumante | [email protected]

Anagha Hanumante is a senior intelligence analyst at CB Insights, where she produces

data-driven analysis and research reports on startup, venture capital, and emerging
tech trends across the consumer space with a focus on beauty & personal care and the
wellness space. Her research has been cited in CNBC, The Business of Fashion,
Glossy, and more.
Prior to joining the intelligence team at CB Insights, Anagha worked at Credit Suisse on
the Group CIO Innovation team where she investigated emerging fintech and enterprise
IT trends, conducted due diligence on startups, and developed partnerships across the
fintech ecosystem. Anagha is a graduate of the University of North Carolina at Chapel
Hill with a Bachelor's in Information Science and a minor in Entrepreneurship.
Most popular analyses by Anagha:
The Rise Of The Wellness Economy
How Sephora Built A Beauty Empire To Survive The Retail Apocalypse
150+ Startups Cultivating The Wellness Industry 7
Contents
9 The at-home fitness revolution 76 Looking ahead

22 Reinventing the gym

New boutique formats

Tech-enabled fitness

Gyms as a wellness point-of-sale

Partnerships beyond the gym

8
FITNESS INNOVATION DRIVERS

The at-home
fitness revolution

9
Fitness tech is exploding

Silicon Valley Jumps Into the Fitness

Business, and It Will Cost You
9/6/2018

Sources: Fast Company, CNBC, WWD, NY Times, VentureBeat 10

Fitness tech innovation drivers
1 2 3

ON-DEMAND & FITNESS INTEGRATES BUNDLING SERVICES,

SUBSCRIPTION WITH HOLISTIC WELLNESS HARDWARE, & SOFTWARE

Startups providing exercise subscription Startups integrating fitness platforms with Startups integrating fitness hardware and
platforms, workout apps, and personal nutrition, weight management, mental software (connected fitness equipment,
training marketplaces health, and other aspects of wellness mobile apps, etc.)

11
THE AT-HOME FITNESS EXPLOSION

Is the “gympocalypse” imminent?

Through connected …workout apps… …and new at-home
equipment & gear… fitness tech…

12
FROM COMBATTING DIGITAL ADDICTION TO DEVELOPING WELLNESS AI ASSI STANTS

Big tech pushes into fitness & wellness

Sources: Venture Beat, ZDNet, Digital Health, The Verge 13

NEW GEOGRAPHIES, AUDIO FITNESS, & LIVESTREAMING

ClassPass enters new markets

From international expansion… …to the launch of digital apps

Audio fitness Livestreaming

Sources: TechCrunch, Arabian Business 14

Live-streaming and wearables offer end-to-end fitness
London-based Fiit offers an at-home workout coaching platform that connects to users’ TVs to stream workouts
from the company’s trainers. Fiit also provides an accompanying wearable tracker.
Fiit has raised over $6M in disclosed funding from Connect Ventures, Rooks Nest Ventures, and others.

15
AUDIO FITNESS MEETS VOICE-ACTIVATED DEVICES

Aaptiv raises $22M with $200M valuation

Sources: TechCrunch, PR Newswire 16

NEW PRODUCTS, MARKETS, & FIRST ACQUISITION

Peloton becomes global fitness powerhouse

From expanding into new …to acquiring a media …to launching digital apps
products & markets company…

June 2018

Terms
undisclosed

17
 Peloton model extends to new workout segments
From strength training… …to rowing… …to Pilates and Crossfit…

Tonal offers a digital weight training machine True Rowing aims to bring the experience of Pre-launch Eon offers a robotics and AI-powered
that mounts on a user's wall and connects users rowing on the water to the at-home exercise workout machine that integrates Pilates, Crossfit,
to a built-in trainer that coaches them through market. The company has created CREW, which rowing, and other cardio elements. The platform
workouts via video. Algorithms adjust the level of brings on-water instruction from a team of expert offers adaptive content and adjusts machine
resistance in real-time. rowers to home. resistance in real-time.

Total Funding: $26M Total Funding: $5M Total Funding: N/A

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AT-HOME WEARABLES & FITNESS PROGRAMS

At-home workouts extend to boxing…

Hykso, which produces wearables for boxing Rumble Boxing just announced a partnership with
workouts, launched “FightCamp,” an online on- celebrity fitness trainer Scooter Braun for an at-
demand subscription for boxing workouts in early home fitness program called “At-Home 360,” which
2018. The company’s technology, consisting of plans to feature other celebrity trainers, create
sensor-laden boxing gloves, aims to make boxing proprietary fitness equipment, and more.
workouts more affordable.
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…and integrate virtual reality
Boxing champion Floyd Mayweather unveiled a fitness tech concept at CES 2018 dubbed “Mayweather
Boxing + Fitness.” The program will offer gyms, a training app, and a virtual reality program that can be
done in the gym or at home.
The first gym opened in Los Angeles in January 2018.

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FITNESS TECH INTEGRATES WITH THE SMART HOME

Mirror launches at-home connected fitness mirror

In August 2018, New York-based Mirror came out of stealth to launch a new fitness tech concept that integrates
hardware, software, and content. The startup offers an IoT-enabled mirror that streams virtual fitness classes into
users’ homes, which can be performed on a yoga mat.
Along with its launch, the company raised a $25M round from Spark Capital, following a $13M round in February
2018 from Spark Capital, Lerer Hippeau, First Round Capital, and others.

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BIG-BOX AND BEYOND

Reinventing the
gym

22
 ARE GYM MEMBERSHIPS BECOMING OBSOLETE?

“We see in our data, that a growing number of

people are turning to pay-as-you-go classes and
PT sessions as opposed to fixed gym memberships,
which presents both a challenge and an opportunity
for studios and gyms.”
Charlotte Newton
Senior Manager EMEA Marketing at MINDBODY

Source: MINDBODY Research Reveals The Impact Of Fitness Instructors On Client Retention 23
 BUT

Health club memberships in the US

grew by 26% from 2009 to 2016.
AND IN 2016 ALONE,

2 million Americans joined gyms.

24
*IHSRA
HIGH-END AND BUDGET FITNESS CHAINS EXPAND

But which gyms are winning?

Luxury and higher-end …as well as no-frills fitness …while middle-market gyms
offerings expand… chains… have struggled

25
INTEGRATING TECH THROUGHOUT THE GYM VALUE CHAIN

Legacy brands are disrupting themselves

Pivot to subscription-based, online yoga classes Overhaul of a legacy brand

Rebranding to become more Developing a digital

inclusive for fitness novices coaching platform

Offering boutique-like Providing free 3D body scanning to

classes track members’ fitness journeys
26
Can in-store
gyms help
combat declining
retail profits?
Last year, British retailer
Debenhams announced a
partnership with gym
operator Sweat to trial in-
store gyms in 3 of its retail
locations in 2018.

Such in-store fitness and

wellness services could
potentially help increase
profitability and customer
engagement in physical retail
spaces.

27
IMPROVING THE GYM EXPERIENCE

What’s the plan?

New boutique Tech-enabled Gyms as a wellness Partnerships

formats fitness point-of-sale beyond the gym

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FROM BIG-BOX TO BOUTIQUE

New boutique
formats

29
“At the end of the day, technology
can never replicate the power of
camaraderie.”
Tim Tanguay
CFO of Orangetheory Fitness

Source: How Technology Is Improving Operational Efficiency -- And Our Health 30

THE BOUTIQUE EXPERIENCE

Why are boutique fitness studios succeeding?

COMMUNITY CONSISTENCY CONSTRAINT

Source: Inc.com 31
 Cult brands incubate new fitness concepts
Fitness incubation & talent scouting Bringing workouts beyond the bike

Project By Equinox offers a fitness incubator for innovative class In September 2017, SoulCycle launched SoulAnnex, a fitness
formats and talent scouting for top instructors. Its limited-edition concept that offers floor-based exercises including stretching
classes ultimately aim to serve Equinox’s larger portfolio while and strength training. Its classes aim to complement traditional
also catering to adventurous fitness enthusiasts. bike classes and capitalize on the brand’s cult following.

Sources: Project By Equinox, Forbes 32

BEYOND DIGITAL FITNESS APPS

Fitness brands reach consumers through new channels

From virtual fitness clubs… …to mobile gym concepts

Sources: Welltodo, Franchising.com 33

TO STRETCH OR BE STRETCHED

Recovery becomes the new workout

34
COMMODITIZING FITNESS TALENT

The increasing importance of talent in the

fitness industry
In July 2018, Equinox and SoulCycle announced the development of a talent management agency to
offer support and resources for Equinox and SoulCycle instructors to help them grow their professional
and personal brands, develop new partnerships, and generate additional income sources.

35
 MEMBERS-ONLY FITNESS SPACES

Invite-only gyms drive exclusivity

Creating a sports lifestyle brand & Using fitness pop-ups for member
content studio recruitment

Performix House, which spun out of sports supplement brand Performix, Pre-launch Ghost aims to merge a members-only fitness lounge and private
launched a members-only gym in New York in February 2018. The club’s training facility with a machine-learning platform that will provide
monthly membership cost ranges from $249 to $900 and prospective personalized workout programming tailored to individuals’ fitness goals. In
members must apply and are vetted by the Performix House team. The In May 2018, the brand launched a temporary pop-up gym in Brooklyn to
club also offers an in-house content studio. introduce the concept to potential members prior to opening.

Sources: Forbes, Performix House, Ghost 36

 THE OFFLINE FITNESS EXPERIENCE

Fitness brands can use pop-ups to engage consumers

Gyms and fitness brands can take a note from retailers and CPG brands to use pop-ups to host events
that can attract new clients and collect shopper data.

Appear Here offers an online platform connecting retail landlords with Wellness beverage brand Dirty Lemon recently opened a Manhattan-based
brands that wish to rent short-term retail space. Gyms and fitness brands cashierless “Drug Store” where customers can walk into the store and pick
could consider partnering with Appear Here for pop-up fitness studios, up a beverage and leave. Customers then text Dirty Lemon which beverage
wellness-focused events, and more. they took and receive an immediate credit card charge from the company.

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IOT TO VR AND BEYOND

Tech-enabled
fitness

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 BEYOND THE ANNUAL CONTRACT: FLEXIBLE PRICING MODELS

Beyond ClassPass, startups support pay-as-you-go

Focus: On-demand service for Focus: Health club network Focus: Yield management Focus: Mobile app that lets Focus: Mobile app offering
consumers and employees to offering flexible gym options pricing technology and suite of users work out in participating network of gyms with one
access + 1,800 gyms all over ranging from discounted day software tools for fitness health clubs and pay for gym monthly membership, allowing
France with pay-as-you-go passes, short term membership studios and consumer app for time by the minute users to diversify their workout
passes options, and more on-demand class booking locations

Total funding: $17M Total funding: $15M Total funding: $9M Total funding: N/A Total funding: N/A

Select Clients: CMG Sports Select Clients: Virgin Active, Select Clients: F45 Training, Select Clients: New York Select Clients: New York
Club, Fitness Park, Energie Pure Gym, Energie Health Mile High Run Club, The Bar Health & Racquet Club, Sports Clubs, Equinox, Blink
Forme Clubs, Total Fitness Method World Gym, Tribeca Health & Fitness, Lifetime Fitness
Fitness
39
UNLOCKING KEY CONSUMER INSIGHTS & GAINING OPERATIONAL EFFICIENCI ES

Using data to drive growth

• Uses heart rate monitors in class • Pivot to subscription, value in • Digital coach chatbot integrated in
for real-time performance analytics diversity of classes vs. specific mobile app that learns from
type of class gymgoers’ goals and activities
• 2017 launch of BI portal for
reporting and client insights • Recommendation algorithm based • Geolocating beacon technology
on most popular workouts across the gyms tracks users’
• Cloud-based proprietary billing
activities and makes
platform for details fees reporting • Annual report for partner studios
recommendations
on boutique fitness trends
• Cloud-based financial
consolidating system to track
studios’ financials

Sources: Entrepreneur, Forbes, Deciding By Data 40

SIMPLIFYING MEMBERSHIP MANAGEMENT

Fitness-focused analytics can streamline gym operations

Focus: Booking, payment, and Focus: Gym software, payment Focus: Membership management
membership management processing, and revenue software along with fitness
platform for gyms and studios management coaching and apps

Total funding: $3M Total funding: $38M Total funding: $10M

Select Clients: Smartgyms, Select Clients: Gold’s Gym, Select Clients: The YMCA,
Fit 7/8 Equinox, Town Sports Basic-Fit, Xercise4Less
International 41
 NEW DATA STREAMS FOR GYMS

Connected equipment generates new data streams

Focus: Cloud-connected gym equipment and Focus: Connectivity for gym equipment to Focus: Inclusive fitness equipment with
cloud software and app for the training floor help gym owners track visitor data connectivity and cloud-based analytics

Disclosed funding: $60M Disclosed funding: $4M Disclosed funding: $6.2M

Select Investors: Bayern Kapital Select Investors: 500 Startups, BDC Select Investors: CincyTech, Ohio
Venture Capital TechAngels, Refinery Ventures
42
THE CONNECTED TRAINING FLOOR

eGym acquires Netpulse to further gym connectivity

In March 2018, German fitness tech company eGym acquired health club mobile app provider Netpulse.
The acquisition allows the company to bring eGym’s workout tracking features into Netpulse’s app,
ultimately creating more connected fitness facilities.

March 2018

Terms
undisclosed

43
 A HOLISTIC APPROACH

Indian fitness tech startups offer algorithm-driven

fitness & nutrition

CureFit, India’s most well-funded fitness tech company, offers a HealthifyMe offers a mobile platform to help motivate people
mobile-first health and wellness platform, including workout towards healthy behavior. Once users set a specific fitness or
classes, nutrition services, a mental health platform, and most weight loss goal, the app connects them with nutritionists and
recently, AI-driven health planning. The eat.fit vertical provides trainers to craft a personalized diet and workout plan. The app
machine-driven demand prediction for orders, menu also offers an AI-based nutritionist named “Ria” for
programming, and food delivery management. personalized, on-demand nutrition and fitness support.
44
SPREADING CONNECTIVITY THROUGHOUT THE WARDROBE

Smart athleisure garments track workouts

From smart bras… …to leggings

Disclosed funding: Disclosed funding:

$50K $24.5M
Disclosed funding:
N/A

Disclosed funding:
Disclosed funding: N/A
$30K
45
VR FITNESS FROM ARCADE GAMES TO COMMERCIAL GYMS TO THE HOME

VirZOOM sees funding to expand second-gen VR biking

VirZOOM, which offers virtual reality-compatible exercise games and equipment, raised a $5.5M seed
VC round in January 2018 from Skywood Capital, Fairhaven Capital, and others. The company will
reportedly use this funding to develop the next generation of its VR bike kits.

46
Black Box VR
gym gamifies
exercise
Idaho-based Black Box aims
to be the world’s first virtual
reality gym. The company
uses machine learning on its
patent-pending resistance
system, which immerses
users into virtual reality.

The company was awarded

the CES 2018 Innovation
Honoree and showcased its
gym and cable resistance
machine at CES in January
2018.

47
Could the blockchain host VR fitness classes?
VIBEHub, a crypto-based virtual marketplace, is using blockchain technology to create the world`s first VR
decentralized marketplace for services. Users can purchase marketplace experiences from concerts to music
lessons to yoga or boxing classes. Virtual marketplaces could provide a new level of immersive fitness
experiences as well as enable marginalized populations to have greater access to fitness via AR/VR.

VIBEHub launched an ICO (Initial Coin Offering) in August 2017.

48
PRODUCT DISTRIBUTION

Gyms as a wellness
point-of-sale

49
 INNOVATION DRIVERS

Why now?
Consumer values have shifted towards holistic Brands are capitalizing on wellness marketing to
wellness. entice consumers towards aspirational lifestyles.

Food & Beverage Beauty & Personal Care

Millennials

Healthcare

Social media Mental Health & Meditation Fitness & Nutrition

Religion

Product Innovation Tech Enablers New Distribution Methods

50
INCLUSIVE IS THE NEW BLACK

Wellness marketing shifts towards authenticity

Including the “you do you” mindset… …to destigmatizing taboo topics

51
BLENDING BEAUTY WITH HEALTH & WELLNESS

In-studio beauty products are integral to fitness

experiences

52
BEAUTY PRODUCTS TARGETING YOUR WORKOUT

Active beauty category takes off

From sweat-proof cosmetics… …to post-workout refreshers

53
 FITNESS & BEAUTY BRAND PARTNERSHIP: ASPIRATIONAL LIFESTYLE

Equinox and Glossier partner for experiential wellness

ON THE FITNESS & BEAUTY OVERLAP…
“Customers are hopping fluidly from fitness into beauty, beauty into wellness in general and there's a convergence happening all day long. I don't
know that the consumer is separating them. They just want to be their best self."
Vimla Black Gupta
Chief Marketing Officer, Equinox

Similar brand ethos… …natural collaboration

Fitness and beauty converged for Equinox in 2009, when the In early 2018, Equinox partnered with Glossier for a series of events across
company began partnering with L'Oréal-owned Kiehl’s to bring the New York, San Francisco, Chicago, and London. The events, which concurred
beauty brand’s products to its locker rooms for luxury post-workout with the launch of a new group fitness class by Equinox, allowed attendees to
beauty amenities. sample select Glossier products.
Source: LA Times 54
 PLANT-BASED PROTEIN BLENDS FOR ENHANCED PERFORMANCE

Active nutrition startups emphasize clean ingredients

Focus: Plant-based protein Focus: Pre & post-workout Focus: Post-workout protein Focus: Luxury organic
powders, protein bars, etc. powders drinks plant-based supplements
Disclosed funding: $85M Disclosed funding: $3M Disclosed funding: $1M Disclosed funding: N/A

55
PORTION CONTROL & SUSTAINABLE PACKAGING

Dissolvable protein tablets can offer on-the-go

nutrition

Focus: Edible, water-soluble pods Focus: Pre-measured scoops of Focus: Pre-filled protein pods with
providing on-the go, waste-free protein wrapped in dissolvable accompanying GudPod machine
protein packaging
56
GYMS AS THE NEW POINT-OF-SALE

New sales channels for active nutrition products

Through vending …fitness centers… …and next-gen convenience
machines… stores

57
NEW GYM DISTRIBUTION OPPORTUNITIES

Cannabis could upend active nutrition

A number of active nutrition brands are incorporating CBD as an ingredient in their products for its anti-
inflammatory and pain relief qualities. Such products could enable faster post-workout muscle
recovery.

Focus: Hemp-based waters, Focus: Performance line featuring Focus: Hemp-based supplement
protein, powders, capsules, and hydration beverages, beverage protein powders
more enhancers, cooling gels, and more
58
BUDDING TRENDS: GYMS FOCUS ON HOLISTIC HEALTH AND WELLNESS

Cannabis gyms aim to enhance workouts

In 2017, Power Plant Fitness in San Francisco and Denver-based Break The Stigma Fitness drew headlines as two
of the first “cannabis gyms” where gymgoers can access cannabis-friendly fitness facilities.

Encourages “bring your own” cannabis and edibles. Emphasizes cannabis therapy exercises and healthy
Focuses on healing and performance enhancing holistic lifestyle
properties of cannabis.
59
OUTSIDE GYM WALLS

Partnerships
beyond the
gym
60
BEYOND GYM WALLS

Who could serve as partners for fitness brands?

Sleep & meditation Corporate wellness Airlines, airports, & Beauty & personal Dating & social
services & co-working hotels care brands apps

61
Casper partners
with Aaptiv to
bridge sleep and
fitness
In November 2017, audio
fitness app Aaptiv
partnered with Casper to
offer a week’s worth of
workouts designed to help
users achieve better sleep.
Such partnerships indicate
that the line between
fitness, sleep, and overall
wellness is becoming
increasingly blurred.

Image credit: Aaptiv 62

POST-WORKOUT REWARD OPPORTUNITIES

Sleep and relaxation centers seek to destigmatize rest

Sleep and wellness clubs are increasingly offering relaxation services, including yoga, meditation, and
nap pods.

Located in Midtown Manhattan, wellness café Nap New York City-based café and spa Chillhouse offers
York offers nap pods, healthy meals and beverages, healthy meals and beverages, a nail salon, and
yoga classes, and a lounge. massages.

63
POST-WORKOUT REWARD OPPORTUNITIES

Casper launches nap lounge for rest on demand

Casper, which has focused on building a “digital-first brand around sleep,” launched a nap lounge in July 2018. The
Dreamery offers 45-minute slots where users can nap and unwind. The facilities offer amenities such as Sleepy Jones
pajamas, Sunday Riley skincare products, and sleep audio from Headspace.

Source: The Dreamery By Casper 64

POST-WORKOUT REWARD OPPORTUNITIES

IRL meditation spaces gain ground

From “boutique” meditation
studios… …to mobile meditation clinics

Disclosed Funding: $6M Disclosed Funding: $830K Disclosed Funding: N/A

65
MEDITATION IN MOTION

Nike partners with Headspace for mindful,

audio-guided runs

Source: Nike 66
 CORPORATE WELLNESS

Startups bring fitness into the workplace

Focus: Digital corporate wellness program that Focus: Multi-person video platform that Focus: Health benefits platform offering
gives employees access to boutique fitness allows users to workout with friends and discounted recreational and fitness activities,
studios fitness instructors nutrition, mental health programs, and more
Disclosed funding: $20M Disclosed funding: $4M Disclosed funding: N/A

Select Investors: Engage Venture, Florida Select Investors: Brown Advisory, Johns Select Investors: N/A
Funders, Causeway Capital Hopkins University, M1 Ventures
67
WeWork launches in-
house wellness club From fitness club to holistic wellness club

WeWork – which operates co-

working and co-living spaces –
launched its first permanent
gym, dubbed Rise By We, in
October 2017.

Rise By We integrates various

technologies and equipment in
its gym including Fitlight’s
wireless reaction training
system, a Fit3D body scanner,
and more.

Beyond fitness, Rise By We

offers wellness amenities such
as a mineral pool, sauna, café,
and more.

Source: Rise By We 68
FITNESS PARTNERSHIP OPPORTUNITIES

Female-focused co-working spaces focus on wellness

Disclosed funding: $42M Disclosed funding: $5M

The Wing’s membership benefits include a healthy café, The Riveter’s membership benefits include fitness and
showers, a library, and more. meditation classes, a mother’s room, and more.
Sources: The Wing, The Riveter, Well + Good 69
FITNESS AS THE NEW SOCIAL ACTIVITY

Barry’s partners with Bumble for complementary classes

In September 2018, Barry’s Bootcamp partnered with Bumble to offer select complementary classes to
Bumble users (via Bumble BFF).

Source: Bumble 70
POST-SECURITY FITNESS

On-the-fly fitness & wellness services target travelers

Startups are beginning to integrate fitness services within airports to help travelers stay fit throughout
their journeys.

Focus: Post-airport security gym Focus: Members club for access to Focus: Mini private yoga & meditation
facilities. Launched in BWI in Jan. airport hotel gym, pool, and spa studios in airports. First location
2017. facilities. opened at the Denver Airport in
November 2017.

71
NEW AMENITIES FOR PREMIUM CABINS

Airlines could take in-flight fitness to new heights

72
Fitness-branded
hospitality ushers in
high-performance
hotels
Luxury fitness brand Equinox will
launch its first hotel in 2019 in
NYC Hudson Yards with intentions
of expanding. The company seeks
to redefine luxury travel and hotels
as a high-performance lifestyle.

Studios such as Exhale (bottom

left) and SoulCycle (bottom right)
have also partnered with hotels
for on-premise studios.

Source: Equinox 73
CURATED FITNESS RETREATS

Fitness-focused vacations integrate lifestyle with travel

Bstoked is a marketplace for action and Ketanga Fitness Retreats curates custom
adventure sports such as kitesurfing and fitness retreats across the globe. The company
paragliding with local riders hosting these also organizes local fitness events, wellness
experiences. Bstoked was selected for Adidas’ workshops, as well as corporate wellness
IeAD sports accelerator in August 2017. programs.

74
TRAVEL WELLNESS PARTNERSHIP OPPORTUNITIES

ClassPass further expands into travel & wellness

ClassPass just announced “Getaways,” where members can book day-long wellness experiences
ranging from workouts to spa services and more. This comes weeks after the company’s recent $85M
Series D round and expansion to Asia.

Source: ClassPass 75
THE FUTURE OF FITNESS

Looking ahead

76
ENCOURAGING PHYSICAL ACTIVITY

AR-based mobile games can foster civic

engagement

By encouraging users to capture fantastical creatures Israel-based ForwardGame AR, which was accepted in
and subsequently explore urban spaces, Pokémon Go the IeAD Sports Accelerator, is building solutions to
has demonstrated a use case for smart cities. Location- integrate play with urban environments from workout
based AR games that integrate historical markers, parks, gamification, smart interactive playgrounds, and more.
and more can influence pedestrian safety and recreation The company’s first product is a mobile-based, real-
preferences, and impact urban planning. world, capture-the-flag game.

77
Snap could
integrate social
fitness within its in-
app experience
A patent granted in November
2017 suggests that Snap could
integrate step tracking and
allow users to compare fitness
data with friends based on their
phones’ sensor data.

Such a fitness tracking feature

could incentivize users to stay
within the app and potentially
allow Snap to better monetize
due to its struggle for
profitability since IPO. Patent title: Dynamic activity-based image generation

Status: Patent granted November 2017

78
ON-THE-GO FITNESS

China’s sharing economy extends to “workout pods”

Several Chinese companies have rolled out gym “pods” that offer basic fitness equipment in public
spaces. Users can pay with Alipay or WeChat to access the pods on demand.
The most well-known provider, Misspao (left), acquired rival micro-gym provider Daka Sports, in
October 2017.

Misspao

Disclosed funding: $11M Disclosed funding: $7M

79
RETHINKING THE GAS STATION

Fitness could be a cornerstone of smart cities

In February 2018, architecture firm Gensler and sportswear retailer Reebok partnered to develop a concept to convert
American gas stations into fitness and wellness centers that generate energy.

These gas stations would be converted into “recharge zones” that could offer trendy wellness amenities such as juice
bars, meditation pods, farm-to-table restaurants, and more.

Sources: Reebok, Gensler 80

HOLISTIC FOCUS

Fitness becomes further integrated with healthcare

From tech giants… …to startups

From fitness tracking…

…to personal health records

August 2016

Acquisition; terms
undisclosed

June 2017

Partnership

Source: Apple Is Going After The Health Care Industry, Starting With Personal Health Data 81
Google backs
smart mirrors
for health
In a patent application
published in January 2018,
Google describes optical
sensors that could pick up
data on users’
cardiovascular function.
These sensors could be
placed into mirrors to
integrate health advice
(along with fitness services)
into daily routines.

Patent published on 1/4/18:

82
Disease detection using optical sensors
Will autonomous
cars serve as
gyms of the
future?
In November, the New York
Times published an article
imagining the impacts of
autonomous cars – including
the possibility of self-driving
cars serving as gyms where
users could exercise while
commuting.

While this may be far off,

autonomous cars could add
such exercise functionalities
in the future.

Source: The Rev-Up: Imagining a 20X Self-Driving World -- The Autonomous-Car Workout 83
Questions?
Twitter: @AnaghaHanumante
[email protected]

84
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