Health/Fitness Rebranding for COVID-19

Goals

Locate 4-5 examples of health, wellness, and or fitness brands/companies (not just fitness clubs) that are based in the U.S. and are altering their methodologies to make the best of the current marketing due to the COVID-19 pandemic.

Early Findings

Les Mills

  • Although originally from New Zealand, this fitness brand now has a home in the United States. During the COVID-19 pandemic, they are offering over 100 of their at-home workout videos (including newly published ones) for free until the end of gym shutdowns due to the outbreak.
  • This company also offers over 800 videos via a subscription platform that includes both at-home and on-the-go instructional videos. However, the special set of at-home videos is a new change due to the COVID-19 pandemic.
  • The free at-home videos include options from the following, usually subscription-based programs:
  • In order to differentiate between which videos are part of the free access period, Les Mills created a separate, temporary website that ensures visitors do not have to enter any payment information or go through any account walls to get access.

DoYogaWithMe

  • During the COVID-19 pandemic, DoYogaWithMe is offering both new and existing users two months of access to their premium online content for free. Users are only required to create an online account and choose the
  • Users only have to create or log into their online account, click a button that says "Redeem Subscription," and their accounts will automatically not charge for two months and grant them immediate access to premium videos.
  • The Sustaining Membership that provides access to premium content via DoYogaWithMe is usually $10/month or $99/year.

Headspace

  • Headspace — a company that produces guided meditations to promote mental health that are also available online — is currently offering a special collection of their videos and exercises for free to employers and their employees.
  • Headspace Plus usually offers two different payment plans: 1) first two weeks free, then either $5.83/month or $69.99/year, and 2) first week free, then $12.99/month.
  • Through the Headspace Student Plan, students can pay only $9.99/month; with the family plan, up to six users can enjoy access for $99.99/year.

ClassPass

  • Across the world, as millions of people are being asked to stay home to flatten the Covid-19 curve, fitness studios and gyms worldwide are being forced to close. Many of these studios are run by small business owners who may not be able to afford rent or pay their employees while shutdown, so ClassPass, the world’s leading fitness platform, is taking efforts into their own hands to help the fitness industry survive the pandemic.
  •  ClassPass is launching a new feature to enable fitness and wellness partners to offer live-streamed classes through the ClassPass app and website. Through June 1, 2020, 100% of the proceeds will go directly to the studios and fitness instructors who are unable to host in-person classes due to COVID-19. ClassPass has also created a Partner Relief Fund, giving people an easy way to donate to their favorite studios directly through the app. ClassPass will match all studio contributions up to USD $1 million.

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