Home workout platform Fiit is expanding its reach beyond dumbbells and kettlebells with a series of new partnerships. It has for instance joined forces with Assault Fitness which supplies air bikes to muscle in on Peloton.
Vitality is also partnering with Fiit to offer its members access to home workout sessions. The deal is aimed at encouraging members to lead an active lifestyle and accrue Vitality points for workouts completed. Members who sign up to Fiit will receive a six month premium subscription providing access to the company’s library of over 800 on-demand workouts.
Commenting on the deal, Vitality Programme managing director Nick Read said: “We’ve seen an increase in people taking part in home-based exercise during the pandemic, and it’s clear this trend is here to stay. And The Gym Group has extended its partnership with digital fitness platform Fiit, becoming the first budget gym operator to offer its members a hybrid club-in-club option.”
Fiit is considered the hardest home workout and as consumers start to think about their fitness in the new year, this is a company that will be driving its plans to acquire new members both directly from its target market and through partnerships. Is this the type of company you want to work with? It currently doesn’t have any agency partners and its advertising budget will surely spike this quarter and in Q1 next year.