Future-proofing your DTC fitness brand: 8 key industry trends
Posted: Mon Dec 23, 2024 9:16 am
Which fitness trends are here to stay after the pandemic? We consulted experts to help you adapt your DTC fitness brand to the market.
a woman performing a yoga figure wearing clothing from a dtc fitness brand
On this page
The trends that shaped fitness at home
8 key trends for a DTC fitness brand in 2025
Broader retail trends, and how they impact your DTC fitness brand
Future-proof your DTC fitness brand
Start your online business today.
For free.
Free trial
In 2021, the fitness world experienced an unexpected moment that put Peloton in the cultural spotlight. In an episode of Sex and the City ( And Just Like That… ), one of the main characters suffers a heart attack after using a Peloton bike, sparking a wave of commentary and debate about the brand in real life.
This episode, though fictional, positioned Peloton as one of the most influential DTC fitness brands of the time, cementing its image as a pandemic icon.
As Peloton gained traction, other fitness entrepreneurs were keeping a close eye on consumer trends . The pandemic forced many brands to reinvent themselves, moving from in-person models to virtual formats to stay connected with their customers.
Click here to start selling online right now with Shopify
Some were able to adapt successfully, while others were unable to survive the rapid changes in consumer behavior.
Now, back in the swing of things, even giants like Peloton are facing new challenges. Sales and brand interest have declined, making it clear that success during lockdown doesn’t always translate into long-term sustainability.
This case reflects how the relationship between people and brands has changed, and how consumers experience fitness in a post-pandemic world.
In this article, we explore the world of DTC fitness brands to understand current trends and what entrepreneurs need to do to ensure their businesses succeed. We analyze notable examples, review key data, and speak to industry experts including founders, trainers, and marketers.
The trends that shaped fitness at home
Exercising at home is not a new concept. In the late 19th century, the first “home gyms” began to emerge with simple resistance machines, although they remained a rare occurrence.
Later, with the arrival of televisions in homes in the 1950s, canada whatsapp number list fitness also came to the living room, thanks to programs such as Jack LaLanne's aerobics show, which reached millions of viewers.
In the 1980s, the world experienced a real explosion of interest in health and fitness. Gyms, which had previously been the exclusive domain of bodybuilders, began to attract a much wider audience.
At the same time, the VHS format revolutionized home exercise, allowing famous instructors to reach the masses. From there, a series of exercise inventions, such as the Shake Weight or the ThighMaster, became icons of late-night television.
However, while technological innovations made home fitness more accessible, they failed to replicate the sense of community, camaraderie or friendly competition that brick-and-mortar gyms offered.
In the decades that followed, gym chains expanded rapidly. There were options for all tastes, from basic locations in shopping malls to luxury studios with amenities like eucalyptus towels. But home fitness was not far behind.
Equipment such as stationary bikes and compact treadmills improved their offering, adding gadgets such as heart rate monitors and other electronic trackers. In addition, training techniques such as body resistance training gained ground, proving that with a simple yoga mat anyone could exercise at home.
Person sitting on the floor looking at a fitness tracker watch on his arm
Unsplash
In the early 2000s, fitness technology boomed with mobile apps and wearable technology like smartwatches. These tools ushered in a new era for independent training, but they still faced a challenge: they couldn’t offer the human connection and sense of community that people found in gyms.
It's only in recent years that DTC fitness brands have begun to address this gap. Companies like Peloton and Barry's have led the way in this space, integrating elements like virtual communities and friendly competitions into their platforms, bringing people a group experience from the comfort of their homes.
The arrival of the pandemic in 2020 changed everything. Gyms were no longer a safe place and, in many cases, closed. Leaving the house was unthinkable, and what was once an alternative for some became the only option for everyone: training at home.
In that context, DTC fitness brands established themselves as lifelines for those looking to stay active. According to a study on fitness trends , online workouts, which ranked 26th in 2020, rose to the top spot in 2021.
a woman performing a yoga figure wearing clothing from a dtc fitness brand
On this page
The trends that shaped fitness at home
8 key trends for a DTC fitness brand in 2025
Broader retail trends, and how they impact your DTC fitness brand
Future-proof your DTC fitness brand
Start your online business today.
For free.
Free trial
In 2021, the fitness world experienced an unexpected moment that put Peloton in the cultural spotlight. In an episode of Sex and the City ( And Just Like That… ), one of the main characters suffers a heart attack after using a Peloton bike, sparking a wave of commentary and debate about the brand in real life.
This episode, though fictional, positioned Peloton as one of the most influential DTC fitness brands of the time, cementing its image as a pandemic icon.
As Peloton gained traction, other fitness entrepreneurs were keeping a close eye on consumer trends . The pandemic forced many brands to reinvent themselves, moving from in-person models to virtual formats to stay connected with their customers.
Click here to start selling online right now with Shopify
Some were able to adapt successfully, while others were unable to survive the rapid changes in consumer behavior.
Now, back in the swing of things, even giants like Peloton are facing new challenges. Sales and brand interest have declined, making it clear that success during lockdown doesn’t always translate into long-term sustainability.
This case reflects how the relationship between people and brands has changed, and how consumers experience fitness in a post-pandemic world.
In this article, we explore the world of DTC fitness brands to understand current trends and what entrepreneurs need to do to ensure their businesses succeed. We analyze notable examples, review key data, and speak to industry experts including founders, trainers, and marketers.
The trends that shaped fitness at home
Exercising at home is not a new concept. In the late 19th century, the first “home gyms” began to emerge with simple resistance machines, although they remained a rare occurrence.
Later, with the arrival of televisions in homes in the 1950s, canada whatsapp number list fitness also came to the living room, thanks to programs such as Jack LaLanne's aerobics show, which reached millions of viewers.
In the 1980s, the world experienced a real explosion of interest in health and fitness. Gyms, which had previously been the exclusive domain of bodybuilders, began to attract a much wider audience.
At the same time, the VHS format revolutionized home exercise, allowing famous instructors to reach the masses. From there, a series of exercise inventions, such as the Shake Weight or the ThighMaster, became icons of late-night television.
However, while technological innovations made home fitness more accessible, they failed to replicate the sense of community, camaraderie or friendly competition that brick-and-mortar gyms offered.
In the decades that followed, gym chains expanded rapidly. There were options for all tastes, from basic locations in shopping malls to luxury studios with amenities like eucalyptus towels. But home fitness was not far behind.
Equipment such as stationary bikes and compact treadmills improved their offering, adding gadgets such as heart rate monitors and other electronic trackers. In addition, training techniques such as body resistance training gained ground, proving that with a simple yoga mat anyone could exercise at home.
Person sitting on the floor looking at a fitness tracker watch on his arm
Unsplash
In the early 2000s, fitness technology boomed with mobile apps and wearable technology like smartwatches. These tools ushered in a new era for independent training, but they still faced a challenge: they couldn’t offer the human connection and sense of community that people found in gyms.
It's only in recent years that DTC fitness brands have begun to address this gap. Companies like Peloton and Barry's have led the way in this space, integrating elements like virtual communities and friendly competitions into their platforms, bringing people a group experience from the comfort of their homes.
The arrival of the pandemic in 2020 changed everything. Gyms were no longer a safe place and, in many cases, closed. Leaving the house was unthinkable, and what was once an alternative for some became the only option for everyone: training at home.
In that context, DTC fitness brands established themselves as lifelines for those looking to stay active. According to a study on fitness trends , online workouts, which ranked 26th in 2020, rose to the top spot in 2021.