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

TGR Foundation
Tiger Woods’ TGR Foundation Is Reimagining Educational Access Through STEAM, AI, and Community Partnerships
May 19, 2026

As schools across the United States continue grappling with post-pandemic learning loss, declining student engagement, and shrinking emergency funding, nonprofit organizations are increasingly stepping in to fill critical gaps. Recent national studies on literacy recovery, student engagement, and career-connected learning show that educators are facing significant post-pandemic challenges in keeping students connected to pathways that…

Read More
Talent
Higher Ed Must Build a Talent Supply Chain to Fix Workforce Readiness
May 18, 2026

The traditional pathway from college to career is starting to break down—and both universities and employers are feeling the strain. Higher education is under mounting pressure to prove career outcomes as employers question graduate readiness and internships decline. In fact, many institutions are reporting shrinking internship pipelines even as employers continue to prioritize prior…

Read More
healthcare
The Healthcare Talent Fix: Build Pipelines Early, Use Data, and Get the Experience Right
May 18, 2026

There’s a growing tension inside healthcare right now—between the people leaving the workforce and the patients still arriving every day. It’s a dynamic that leaders can no longer afford to ignore. The numbers make that clear: the Association of American Medical Colleges estimates that the U.S. could be short of as many as 86,000 physicians…

Read More
education
Just Thinking… About Federal Funds, Student Support, and the Future of Education with Eric Reaves
May 15, 2026

As conversations around the future of the U.S. Department of Education continue to intensify, educators and federal program leaders are facing mounting uncertainty about how federal funds will be managed, distributed, and regulated. At the same time, schools serving historically underserved students remain heavily reliant on programs like Title I and other federally supported initiatives…

Read More