Next-gen networked experiences are bringing the motivational support of a running mate to users' screens, unlocking new 'good times'-based social environments for exercise. From Snapchat's social challenge formats to Peloton's fandom-powered party workouts, a new, pleasure-centric version of connected fitness is leading with community.

Amidst the global rise in cost of living and inflation, convincing consumers to retain their content streaming subscriptions is a challenge (see Key Stats). As a result, platforms pairing TV-style entertainment with active lifestyle guidance are becoming increasingly powerful selling points. In some cases, these are turning into thriving entertainment hubs in their own right.

Pandemic fitness 'insperiences' showed consumers the benefits of digital training programmes customised to their specific needs. Now that gyms have reopened, gamified initiatives are letting digital fitness disruptors show their audiences how virtual workout settings can offer motivational rewards unlike anything in the physical world.