With gyms and fitness studios temporarily shuttered earlier this year to prevent the spread of the coronavirus, consumers found alternate outlets to break a sweat — namely virtual, on-demand fitness programs.

For Retro Fitness — a chain of 150 gym locations across the US — wading into virtual programming during the pandemic ultimately helped to accelerate the company’s pre-pandemic push towards becoming a “lifestyle brand,” according to Chief Marketing Officer Victor Bao.

He added that this effort included streaming classes taught by Retro instructors, but also mental health and nutritional content. Just last week, the company launched “Retro Fitness Kitchen,” a series of healthy cooking videos available to members. Bao said that while on-demand exercise platforms are now ubiquitous, the market is still not oversaturated leaving an opportunity for Retro Fitness to capitalize on the trend.

 

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