Skift Take
Whether it’s travel companies looking to partner with fitness brands, private equity firms buying up exercise businesses, or new investors looking to pour money into fitness-tech startups, the outlook is rosy for the exercise industry.
To say fitness is having a moment would be a pretty big understatement.
Boutique fitness is more popular than ever, thanks in part to the platform ClassPass, which makes booking workout sessions easy. Then there's the fact that exercise studios are filling empty retail spaces across the U.S. Meanwhile, Peloton has made working out at home cool again — the high-end spin bike brand filed for an IPO last month.
So it's no surprise that all types of industries want to capitalize on Americans’ fitness enthusiasm. For one, hotels like Marriott's Westin chain are making use of a new Peloton tool that lets loyalists find locations that offer guests use of the property’s luxury bikes.
Considering how many wellness-minded travelers like to exercise while on leisure or work trips, it’s a smart move for both the hotels and Peloton to publicize the partnership. And it does raise the question of whether Peloton will l
