The pandemic accelerated the shift to at-home exercise.

And connected fitness benefited, with companies in the space raising $1B+ this year.

If you're keeping tabs on the category, here are the companies vying to become the next Peloton.

A thread

1/ Peloton

Valued at $35B, Peloton opened the industry’s eyes to the opportunity in connected fitness.

Since '16, $PTON grew revenue 100% YoY, $60M to $1.8B in 2020.

Now, everyone is bundling content and equipment. https://twitter.com/JoeVennare/status/1303120710492188673?s=20

2/ ICON Health & Fitness

The at-home fitness OG is trying to resurrect an outdated brand.

NordicTrack & iFit parent co, ICON raised $200M in Oct, iFit added $200M in Dec.

• $7B valuation
• $1B revenue ‘19
• 700K paid iFit subs
• Suing Peloton for patent infringement

3/ Zwift

Not a connected fitness co, yet. Hardware is on the roadmap.

• 2.5M registered users
• Added $450M @ $1B+ valuation
• $15/month subscription
• success w/virtual & esports-like events

The Metaverse of Fitness: https://insider.fitt.co/issue-no-90-the-metaverse-of-fitness/

3/ Tonal

Focused on digital, at-home strength training, Tonal added $110M from L Catterton and athletes like Steph Curry in Sep ($200M total)

• LED screen
• electromagnetic weights
• AI sensors/trainer

@Fittinsider podcast w/Tonal CEO Ali Orady

https://insider.fitt.co/24-aly-orady-ceo-of-tonal/

4/ Mirror

Acquired by lululemon for $500M, Mirror is now a piece in lulu’s retail & community puzzle.

On pace to bring in $150M in revenue this year, the sleek LED screen/content combo will soon be for sale in select lulu stores.

Why Mirror Sold: https://insider.fitt.co/issue-no-87-why-mirror-sold/

5/ Tempo

With $60M in new funding from @gcvp, Tempo is eyeing growth.

It’s 3D-enabled, AI-driven strength training, HIIT, and cardio system promises form-tracking and real-time feedback.

@fittinsider podcast w/Tempo CTO Josh Augustine

https://insider.fitt.co/47-josh-augustin-cto-of-tempo/

6/ Hydrow

Billed as the Live Outdoor Reality (LOR) rower, Hydrow’s workouts offer a live, on-river experiences led by pro rowers.

In June, Hydrow added $25M ($52M total) in funding led by L Catterton.

@fittinsider podcast w/Hydrow CEO Bruce Smith

https://insider.fitt.co/1-bruce-smith-ceo-of-hydrow/

7/ SoulCycle

Hoping to go beyond the studio, Soul announced its home bike last year.

After a few delays, including quite the controversy (see below), its so-called “Peloton killer” started shipping nationwide last week.

At-home controversy: https://us15.campaign-archive.com/?u=4c6bc12e271bc681951ed945a&id=57bc366715

8/ Echelon

Backed by North Castle Partners, Echelon recently had the “Prime Bike” mix up w/Amazon.

A cheaper Peloton, Echelon offers a bike, treadmill, rower, "mirror" & content.

@fittinsider podcast w/North Castle’s Jon Canarack talking Echelon

https://insider.fitt.co/22-jon-canarick-managing-director-north-castle-partners/

9/ FightCamp

Bringing boxing home, FightCamp offers a punching bag & mitts equipped w/punch-tracking sensors.

The $39/month subscription grants access to live-streamed and pre-recorded workouts.

@fittinsider podcast w/ FightCamp CEO Khalil Zahar

https://insider.fitt.co/7-khalil-zahar-co-founder-ceo-of-fightcamp/

10/ Ergatta

A gaming-inspired connected rower, Ergatta was built in collaboration w/WaterRower — simulating rowing on the water.

In July, the company added $5M in funding.

11/ Studio

Aiming to be the smart hub for your home gym, Studio offers an immersive screen that connects to all your home gym equipment.

Backed by Huami and LifeFitness, Studio is worth watching.

@fittinsider podcast w/Studio CEO Jason Baptiste

https://insider.fitt.co/51-jason-baptiste-ceo-of-studio/

12/ JAXJOX

Makers of a smart home gym, JAXJOX recently raised $10M in funding.

The all-in-one studio includes:

• 43” rotating screen
• 145# adjustable free weights
• connected kettlebell
• $2,199 w/$39mo content sub

13/ FORME Life

Combining a Mirror-like display with the strength training elements of Tonal, FORME hopes to bridge the gap between strength training and boutique fitness.

Trent Ward, CEO of FORME Life, on the @Fittinsider podcast

https://insider.fitt.co/30-trent-ward-ceo-of-forme-life/

13/ Everyone wants a piece of the connected fitness pie.

Keep an eye on:

• MYX: similar to Echelon
• Liteboxer: DDR for home boxing
• Carbon Trainer: Mirror meets CrossFit
• Volava: Spain’s Peloton
• Technogym: commercial equipment pro prioritizing connected fitness

14/ For more on the business of fitness and wellness:

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• Check out the @Fittinsider podcast
• Subscribe to our weekly newsletter

https://insider.fitt.co/