Will D2C Be A Persistent Strategy in the Fitness Industry?

 

Key Points:

  • With mobile app and digital communication channels, the fitness industry extended their membership reach outside of just the facility to patrons who may not feel comfortable returning to an in-person health club.
  • Body Kore was able to increase its D2C sale percentage to 30% during the COVID-19 pandemic.
  • Fitness On Demand built brand awareness by offering its virtual workouts for use in gym facilities or in the comfort of a user’s home through its mobile & web applications.

Commentary:

VersatilIty is something that can benefit brands during unexpected industry-wide disruptions, whether that’s the ability to quickly shift gears when times get tough, or provide the same quality experience in multiple ways for varying demographics. For the past year and a half, that versatility has been needed in the fitness industry, and virtual workout solutions company Fitness on Demand is no stranger to building versatility into its business model. MarketScale spoke with Armin Krienke, the company’s Director of Business Development, at IRHSA 2021 on how they have been able to utilize their product with gym facilities to help keep clients engaged, even clients who may not feel comfortable going back to the facility. MarketScale also spoke with Body Kore’s President Leo Chang, a fitness equipment vendor, who also adjusted to disruptions by leaning more on D2C sales during the pandemic instead of on B2B sales.

More Stories From IHRSA 2021:

Putting the Member First: Devising New Strategies for Health Clubs to Thrive

Trade Shows Are Back, and That Means Quality Connections for Fitness Vendors

 

Follow us on social media for the latest updates in B2B!

Image

Latest

data center workforce
The Next Data Center Bottleneck Isn’t Power or Cooling — It’s People: The Data Center Workforce
February 8, 2026

With the rapid rise of AI workloads, data centers are being built with higher power density, stricter reliability expectations, and cooling technologies that are evolving faster than most teams can adapt. As a result, these facilities aren’t just getting bigger—they’re becoming harder to operate, harder to staff, and far less forgiving when something goes…

Read More
Telecom
Precision With Purpose: The Geospatial Advantage in Telecom Network Planning
February 7, 2026

Telecom networks are no longer planned or evaluated in isolation. As 5G, private LTE, fixed wireless, and mission-critical communications expand, operators are expected to deliver stronger coverage, higher reliability, and demonstrable performance—often while managing complex technologies and constrained resources. Regulators, customers, and public agencies are increasingly focused on outcomes that can be measured and…

Read More
future of public safety
Clarity Under Pressure: Technology, Trust, and the Future of Public Safety
February 7, 2026

When something goes wrong in a community—a major storm, a large-scale accident, a violent incident—there’s often a narrow window where clarity matters most. Leaders must make fast decisions, responders need to trust the information in front of them, and the systems supporting those choices have to work as intended. Public safety agencies now rely…

Read More
weather Intelligence
Clarity in the Storm: Weather Intelligence, GIS, and the Future of Operational Awareness
February 6, 2026

For many organizations today, the weather has shifted from an occasional disruption to a constant planning factor. Scientific assessments show that extreme weather events—including heatwaves, heavy rainfall, and wildfires—are occurring more frequently and with greater intensity, placing growing strain on infrastructure, utilities, and public services. As weather-related disruptions become more costly and harder to…

Read More