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MYXfitness becomes latest company to enter at-home fitness as market hots up
POSTED 18 Nov 2019 . BY Tom Walker
MYXfitness' package includes a commercial-grade Star Trac Stationary Bike Trainer fitted with a 21.5-inch interactive tablet Credit: MYXfitness
"For many people, the market's current offerings don't suit their needs and lifestyles—MYXfitness hopes to fix that"
– Heberto Calves
Wellness company MYXfitness has become the latest company to launch an on-demand, at-home fitness offer, looking to engage consumers directly through virtual fitness.

MYXfitness' package includes a commercial-grade Star Trac Stationary Bike Trainer fitted with a 21.5-inch interactive tablet, accompanied with a Polar OH1 heart rate monitor. The bike will be priced at US$1,199 (£926).

A MYX Plus package – which includes the bike and also three sets of SPRI dumbbells, a kettlebell, a resistance band, a GAIAM 24" foam roller and two mats – will be made available at US$1,499 (£1,157).

Bike owners can then tap into a digital platform which offers hundreds of classes, ranging from cycling, HIIT, cardio dance and barre to yoga, mindful movement, meditation and "everything in between". The on-demand offer will be priced at US$29 (£22) per month.

According to MYXfitness, the wide range of exercise offer – rather than focusing on a single discipline like cycling, running or rowing – will allow the company to provide users with strategic recommendations to mix up their workouts, infusing cardio, stretching, strength and foam rolling.

To add personalisation to the service, each members' fitness journey will also be measured through a proprietary 'MYX Score,' calculated off a user's heart rate, age and current level of fitness.

"Rather than trying to climb an arbitrary leaderboard, MYX Scores provide a uniquely rich and personal snapshot of one's success and progress over time," said Heberto Calves, President of MYXfitness.

He added that the wide range of classes and the MYX Score is part of the company's strategy to provide a "more holistic" approach to at-home fitness.

"The personal wellness and at-home fitness industries are booming, yet Americans' mental and physical health are on the decline," he added.

"For many people, the market's current offerings don't suit their needs and lifestyles—MYXfitness hopes to fix that.

"Using science-backed methods and positive psychology for a personalised, holistic approach, MYXfitness hopes to close this gap and transform the fitness landscape, offering users a safer, healthier and smarter platform to achieve their wellness goals."

The MYXfitness launch comes just days after Technogym announced it has teamed up with 1Rebel to develop an at-home indoor cycling platform.

The tie-up is part of Technogym's global Live service, launched in March this year. In addition to 1Rebel classes, Technogym Live will also feature content from other boutique operators – with Virgin Active Revolution in Milan, Italy and Rumble in New York, US already signed up.

The at-home fitness sector has been hotting up recently, with a number of new operators looking to tap into the potentially lucrative market.

In October, US-based startup Mirror secured an US$34m investment in a new round of funding led by hedge fund Point72. Mirror is a fitness content streaming device – designed as a traditional full-length mirror – offering workout videos and music. The Mirror itself costs US$1,495 to purchase and monthly subscriptions for classes are priced at US$39 per month.

This was followed by fitness equipment giant Johnson Health Tech announcing that it will launch a at-home indoor cycles and treadmills through its Horizon Fitness brand.

The new Studio Series kit has been designed to allow users to tap into on-demand services from Peloton, Studio.live and other fitness services.

In May 2019, boutique cycle studio operator Flywheel teamed up with Amazon.com to make its Flywheel Home Bike available to customers.
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Jobs   News   Products   Magazine
NEWS
MYXfitness becomes latest company to enter at-home fitness as market hots up
POSTED 18 Nov 2019 . BY Tom Walker
MYXfitness' package includes a commercial-grade Star Trac Stationary Bike Trainer fitted with a 21.5-inch interactive tablet Credit: MYXfitness
For many people, the market's current offerings don't suit their needs and lifestyles—MYXfitness hopes to fix that
– Heberto Calves
Wellness company MYXfitness has become the latest company to launch an on-demand, at-home fitness offer, looking to engage consumers directly through virtual fitness.

MYXfitness' package includes a commercial-grade Star Trac Stationary Bike Trainer fitted with a 21.5-inch interactive tablet, accompanied with a Polar OH1 heart rate monitor. The bike will be priced at US$1,199 (£926).

A MYX Plus package – which includes the bike and also three sets of SPRI dumbbells, a kettlebell, a resistance band, a GAIAM 24" foam roller and two mats – will be made available at US$1,499 (£1,157).

Bike owners can then tap into a digital platform which offers hundreds of classes, ranging from cycling, HIIT, cardio dance and barre to yoga, mindful movement, meditation and "everything in between". The on-demand offer will be priced at US$29 (£22) per month.

According to MYXfitness, the wide range of exercise offer – rather than focusing on a single discipline like cycling, running or rowing – will allow the company to provide users with strategic recommendations to mix up their workouts, infusing cardio, stretching, strength and foam rolling.

To add personalisation to the service, each members' fitness journey will also be measured through a proprietary 'MYX Score,' calculated off a user's heart rate, age and current level of fitness.

"Rather than trying to climb an arbitrary leaderboard, MYX Scores provide a uniquely rich and personal snapshot of one's success and progress over time," said Heberto Calves, President of MYXfitness.

He added that the wide range of classes and the MYX Score is part of the company's strategy to provide a "more holistic" approach to at-home fitness.

"The personal wellness and at-home fitness industries are booming, yet Americans' mental and physical health are on the decline," he added.

"For many people, the market's current offerings don't suit their needs and lifestyles—MYXfitness hopes to fix that.

"Using science-backed methods and positive psychology for a personalised, holistic approach, MYXfitness hopes to close this gap and transform the fitness landscape, offering users a safer, healthier and smarter platform to achieve their wellness goals."

The MYXfitness launch comes just days after Technogym announced it has teamed up with 1Rebel to develop an at-home indoor cycling platform.

The tie-up is part of Technogym's global Live service, launched in March this year. In addition to 1Rebel classes, Technogym Live will also feature content from other boutique operators – with Virgin Active Revolution in Milan, Italy and Rumble in New York, US already signed up.

The at-home fitness sector has been hotting up recently, with a number of new operators looking to tap into the potentially lucrative market.

In October, US-based startup Mirror secured an US$34m investment in a new round of funding led by hedge fund Point72. Mirror is a fitness content streaming device – designed as a traditional full-length mirror – offering workout videos and music. The Mirror itself costs US$1,495 to purchase and monthly subscriptions for classes are priced at US$39 per month.

This was followed by fitness equipment giant Johnson Health Tech announcing that it will launch a at-home indoor cycles and treadmills through its Horizon Fitness brand.

The new Studio Series kit has been designed to allow users to tap into on-demand services from Peloton, Studio.live and other fitness services.

In May 2019, boutique cycle studio operator Flywheel teamed up with Amazon.com to make its Flywheel Home Bike available to customers.
RELATED STORIES
US fitness operator muscles in on crowded on-demand fitness market with 'local alternative' to at-home apps


A local fitness operator with 11 clubs in Chicago, US, is looking to muscle in on the increasingly crowded on-demand, at-home fitness market by launching its own offer.
LRG Fitness launches on-demand service


Online fitness company LRG Fitness has launched a new on-demand service.
1Rebel partners with Technogym to launch at-home fitness platform


Boutique fitness operator 1Rebel has partnered with Technogym to develop an at-home indoor cycling platform to rival the likes of Peloton.
MORE NEWS
Sky enters the fitness market via deal with Fiit
Digital fitness brand Fiit has secured a groundbreaking deal with satellite TV giant, Sky, to make its virtual workout platform available through the subscription-based Sky Q service.
Flywheel files for bankruptcy
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Keepme completes first round of investment, secures US$1.7m
Artificial intelligence-based sales and marketing platform Keepme has secured round one funding, totalling US$1.7m.
EuropeActive publishes Horizon 2025 – sectoral manifesto for European fitness
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The Virtual Revolution: Hutchison Technologies help operators motivate members
Hutchison Technologies virtual solutions are helping operators expand their virtual offering and get motivated members back into the club. [more...]

Premier Software Solutions offers scalable software for single or multi-site businesses
Premier Software Solutions' flagship business management system, Core by Premier Software, is the leading single and multi-site solution designed specifically for the spa, wellness and leisure industries. [more...]
COMPANY PROFILES
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Our flexible fully managed service efficiently collects Direct Debit payments using traditional pa [more...]
+ More profiles  
CATALOGUE GALLERY
+ More catalogues  

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A new zone is here for your club, for your members and for you. Find out more...
+ More videos  

DIRECTORY
+ More directory  
DIARY

 

01-02 Oct 2020

CCR London

ExCeL London, United Kingdom
01-04 Oct 2020

Cosmobeaute Malaysia

Kuala Lumpur Convention Centre (KLCC), Kuala Lumpur, Malaysia
+ More diary  
 


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Leisure Media, Portmill House, Portmill Lane,
Hitchin, Hertfordshire SG5 1DJ Tel: +44 (0)1462 431385

©Cybertrek 2020

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