The outbreak of COVID-19 has affected all of us. It has shut down thousands of businesses, forced millions of people to work remotely (or not at all), and separated loved ones, family, and friends. But it has also brought communities together in ways we never imagined. From videos of neighbors singing together on their balconies in Italy to videos of families having dinner together via FaceTime, we’ve witnessed the power of human connection.
There’s one community in particular that has rallied quickly (and creatively) — fitness. Every day, more and more workout studios spring up on Instagram Live or via email, touting free trials to their on-demand offerings. Businesses of all sizes are experimenting with video to bring energizing workouts to their followers — many of them completely free!
From nationwide studios like Barry’s to hometown heroes like Body Shoppe in New Orleans, fitness companies around the world are are harnessing the power of video. From OTT streaming to using fitness video maker software, fitness studios are taking their video to the next level. Whether you’re a fitness brand or just looking for ways to reach your self-isolating audience, give these video options a try.
If you’re looking for an easy way to charge for interactive, live classes, a paywalled live stream is a great option. It allows you to generate income on a per-class basis (or grant your customers access to a suite of content), giving you more control over your viewer count.
Body Shoppe, a New Orleans-based fitness studio, is doing just that. “Exercise and community are key to quelling anxieties, and we were determined to keep the Body Shoppe community sweating and smiling through this uneasy time,” said founder Kelsey Greenfield. They are using Vimeo’s live technology to stream classes. Users sign up for class on the Body Shoppe website, and receive a link 30 minutes prior to their class.
“We chose Vimeo not only because of the great streaming quality, but also because of the group chat feature, which keeps our community engaged and accountable,” Kelsey said. “We take “attendance” in the chat and provide feedback and encouragement throughout class.”
Though it might be hard to remember, there was a time before COVID-19 and there will be a time after. If you’re a fitness brand looking to create a lasting digital presence, consider launching an over the top (OTT) streaming platform to monetize your content. OTT channels let you charge on a subscriber basis. Plus, they look and feel like custom, Netflix-like experiences, adding a layer of professionalism that you just can’t achieve with Instagram Live. With OTT apps, viewers can stream content on any device, at any time.
Just look at Les Mills. Les Mills is a group fitness movement with classes in gyms and health clubs around the world. They’ve been around for 50+ years, and in the last few years, have developed a massive online presence. “We launched with about 15 videos to see whether there was any interest, and we’ve now got a huge catalog,” said Piers Tufnell, director of Product Delivery. They use our OTT platform to host hundreds of workout videos for their millions of subscribers.
What’s so great about creating an OTT channel? Les Mills says, “We understand that customers want to be able to do their fitness wherever and whenever they want — now more than ever. Regular exercise as part of a healthy lifestyle is one of the best things for boosting your immune system.”
Try vertical video
If you’re active on Instagram, your phone is probably blowing up with notifications that friends, influencers, and brands alike are going live. And with good reason — Instagram has more than one billion monthly active users. If you’re looking for a social platform to natively go live on and you’re the proud owner of a smartphone, Instagram vertical video is a great option. Barry’s, a global fitness chain, started popping up on Instagram Live immediately after closing all 70 of their studios due to the COVID-19 outbreak. “We are committed to keeping our community safe, healthy, and strong during this difficult time,” said Barry’s VP of Curriculum, Chris Hudson. “Barry’s has rolled out complimentary, LIVE at-home workouts on Instagram, which feature various instructors from around the world.” Barry’s is offering two types of complementary workouts every day of the week on their Instagram. They’re also posting videos on IGTV so followers work out at their convenience. Just remember, Instagram does not allow you to charge viewers for your content, so make sure you’re OK with offering your service for free.Offer a paywalled live stream
If you’re looking for an easy way to charge for interactive, live classes, a paywalled live stream is a great option. It allows you to generate income on a per-class basis (or grant your customers access to a suite of content), giving you more control over your viewer count.
Body Shoppe, a New Orleans-based fitness studio, is doing just that. “Exercise and community are key to quelling anxieties, and we were determined to keep the Body Shoppe community sweating and smiling through this uneasy time,” said founder Kelsey Greenfield. They are using Vimeo’s live technology to stream classes. Users sign up for class on the Body Shoppe website, and receive a link 30 minutes prior to their class.
“We chose Vimeo not only because of the great streaming quality, but also because of the group chat feature, which keeps our community engaged and accountable,” Kelsey said. “We take “attendance” in the chat and provide feedback and encouragement throughout class.”
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