Litesport, formally Liteboxer, has upended the at-home, virtual reality fitness landscape, casting real trainers into users’ personal spaces to deliver strength, total body and boxing workouts — and things are just heating up, with the brand eyeing the healthcare space. 

Having been selected last year by Xponential Fitness to develop Xponential’s new virtual and mixed reality app for Meta Quest, Litesport co-founder and CEO Jeff Morin says 2024 is shaping up to be even better for the VR/MR fitness company.

An MIT-educated engineer and certified personal trainer with an eye for both physical and technological performance, Morin shared that Litesport doubled its active subscriber base in January and was on track for similar growth in February. 

Healthcare Applications

“Our roadmap includes expanding partnerships and venturing into healthcare, highlighted by our participation in a clinical trial for Parkinson’s research,” Morin tells Athletech News. “Additionally, we’re advancing our technology with AI-based body tracking and enhanced HD video to deliver an even more immersive and effective fitness experience.”

To hear Morin tell it, the future of VR fitness is both bright and boundless.

“As technology advances, we anticipate VR headsets becoming more compact and user-friendly, further enhancing the fitness experience,” he predicts. “Mixed reality will blur the lines between the virtual and the tangible, enabling users to interact with gym equipment in new and innovative ways.”

Of course, as with any emerging technology, artificial intelligence will also play a significant role in the VR/MR evolution, which Morin says will offer ultra-personalized workout experiences and sophisticated body tracking metrics. 

“At Litesport, we are at the forefront of these developments, integrating AI and mixed reality to make traditional gym equipment ‘smart’ and to provide personalized coaching that adapts to each user’s unique fitness journey,” he said.

Motivating More People To Work Out

Apart from its groundbreaking foray into healthcare, Morin notes that Litesport has empowered countless fitness enthusiasts by removing the traditional barriers to gym access with a welcoming, intimidation-free environment. The brand also introduced a “Standard Tier” subscription at $8.99, which Morin points out makes Litesport the most competitively priced app in the Quest market. 

“This inclusivity extends to individuals who may feel uncomfortable or are physically unable to attend in-person gym sessions,” he explained. “By leveraging VR technology, we make it possible for users to experience the benefits of a gym from the comfort and privacy of their own homes. For instance, someone hesitant to step into a boxing gym can now immerse themselves in a virtual boxing experience, gaining confidence and skills in a supportive setting.”

Litesport offers over 2,000 on-demand classes in modalities including boxing, strength and total body. Through the powers of virtual and mixed reality, the platform also democratizes access to top-tier fitness trainers, a luxury Morin points out was previously a luxury available to few.

“Through gamification and interactive elements, we also introduce an element of motivation and engagement that traditional fitness methods may lack,” Morin added.

More To Come

Morin sees boxing and beat-based workouts as the most on-trend VR fitness modalities, which he says appeal particularly to the newly adopted gamer demographic. But what sets Litesport apart is that it offers live, real trainer-led workouts for an immersive experience enhanced with proprietary hand-tracking technology that allows for using real dumbbells — a first in the VR fitness space. 

“Looking forward, we anticipate a diversification of popular modalities as users seek more varied and comprehensive fitness solutions,” Morin said.

Litesport’s VR fitness tech also has an edge over conventional fitness methods, with precision movement tracking, motivation, accountability through progress tracking and multiplayer experiences. 

“These features, combined with the ability to exercise in various virtual settings, keep workouts fresh and exciting,” Morin said. “Our approach to VR fitness emphasizes not just gamification but functional fitness, making exercise both fun and genuinely beneficial.”

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Les Mills has a new avenue connecting the brand to fitness enthusiasts from afar, partnering with Fitness On Demand, a worldwide digital fitness platform.

While the partnership will assist any Les Mills gym or studios lacking a bespoke or branded fitness app in a variety of aspects, its most notable benefit will be delivering in-home workouts. 

According to Les Mills, 85% of all gym members conduct in-home workouts of some sort. Fitness on Demand will help serve that extensive crowd by featuring Les Mills content packages, making it easier for members to stay active and for Les Mills partner locations to drive retention and engagement outside of the four walls.

“This partnership enables us to extend our reach and provide world-leading workouts to an even broader audience,” said Sean Turner, CEO of Les Mills U.S. “We are proud to be working alongside Fitness On Demand to elevate the omnifitness experience for our club partners and their members.”

Along with allowing partners such as Les Mills to facilitate content via their platform, Fitness On Demand also provides a fully white-labeled app to help brands better reach their members.

“Our collaboration with Les Mills is a positive step forward and aligns perfectly with our mission to make fitness accessible to more people, empowering them to lead healthier lives,” added Andy Peat, CEO of Fitness On Demand. “We are excited to see how this partnership will transform the fitness experience for our current partners, new members, their members and stakeholders.”

The deal represents an early win for Peat, who took over as CEO last fall amid Fitness On Demand’s worldwide rebrand. Brought on to help the company transition from being a pure content provider to a “tech partner” to fitness brands while ushering in expansion and innovation, partnering with Les Mills and its armada of over 21,000 partnered clubs is a large step forward. 

For Les Mills, the agreement only further illustrates the brand’s recent goal of making fitness more accessible to those outside gym walls.

While Les Mills is also leaning into in-person fitness experiences, it recently launched Les Mills XR Dance, a new virtual reality app for Meta Quest 3 that brings professional dancers into users’ living rooms. Prior to that, the brand launched Les Mills XR Bodycombat, a VR game also available via the Meta Quest 3. 

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Les Mills has revamped its leadership team with founder Phillip Mills at the forefront as the international fitness brand plans new strategies to enhance the in-club experience, new workout classes and live fitness events.

The leadership changes follow the departure of Les Mills CEO Clive Ormerod, who announced last November that he’d be stepping down from his role to spend time with his family before embarking on a new opportunity. 

“We now have a new leadership team in place – featuring myself as Group Managing Director and James Graham as CEO of Global Markets – with a clear plan to get back to what we do best in driving success for clubs and instructors,” confirmed Phillip Mills, who stepped in to run the company upon Ormerod’s exit. Keith Burnet, the fitness brand’s CEO of global markets, also left Les Mills to launch his own business. 

The Return of Live Fitness

“We leaned on digital products to support our club partners through the pandemic, and now we’re doubling down on live fitness experiences to accelerate the next phase of industry growth,” Mills said.

Even with the worst of the pandemic behind those in the industry, Mills noted that the past few years have seen clubs having to cut costs and increase prices to return to profitability.

“Members aren’t silly, and they’ve noticed this, so to get back to member growth, we need to elevate the in-club experience,” he continued. “To support this, we’ve developed a whole new generation of workout experiences that are testing off the charts in our New Zealand clubs, and we’ve started launching last year.”

Les Mills Live, in collaboration with Adidas, has a list of nine tour stops scheduled for 2024, kicking off with a training festival in Brisbane next month.

An Array of New Workouts

In addition to new class launches this year, Les Mills is unveiling an “Accelerate Club Success” strategy to elevate the in-club experience with fresh programming, such as Functional Strength, Les Mills Dance, Shapes and Strength Development. The fitness brand also plans to launch three or four additional programs this year, including Ceremony and Conquer, two new club-in-club programs.

The Les Mills leadership team also includes Martin Franklin, U.K. and Western Europe CEO, Lena Holmberg, Nordic and Eastern Europe CEO and Sean Turner, U.S. CEO.

Although Les Mills is certainly taking steps to drive its fitness experience in-club and at live events, the brand has also made headway in the metaverse, launching Les Mills XR Bodycombat for Meta Quest 3 and, more recently, Les Mills XR Dance.

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The burgeoning global virtual and online fitness market is anticipated to reach a staggering $256.97 billion by 2032, a substantial increase from its 2022 valuation of $15.82 billion, according to recent findings by The Brainy Insights, a market research firm. Even better — the market is fertile ground for fitness companies and personal training experts. 

Fueling the rapid growth is the demand for augmented reality (AR) and virtual reality (VR) fitness, perhaps accelerated by the pandemic, when consumers leaned even more on technology as a means of connection and to maintain fitness and wellness. The active aging demographic is also contributing significantly to the market’s predicted upward trajectory, as older fitness enthusiasts show interest in online fitness.

Fitness Brands Embrace VR

Several industry leaders are noted in the report for their contributions to the growing virtual/online fitness market, such as Mindbody/ClassPass, Fitbit, Les Mills and Wexer.

Les Mills recently launched Les Mills XR dance as a virtual fitness game that transports holographic professional dancers right into the personal space of Meta Quest 3 users.

Virtual fitness platform FitXR is also banking on the mixed reality (MR) and VR sector, with CEO and founder Sam Cole predicting the technology will soon be found in gyms and fitness facilities. The virtual fitness platform just unveiled Slam, an immersive and gamified MR experience with passthrough capabilities. 

“The gamification aspect of Slam has allowed us to reach an entirely new group of users who are anxious about exercise, and young people who are addicted to sedentary gaming,” Cole told Athletech News. 

Even activewear brand Puma is highlighting the entertaining experience of virtual and mixed-reality fitness, collaborating with Meta Quest at store locations in Germany to promote “the world’s smallest gym.” The pop-up events prompt guests to explore the workouts offered by Meta Quest 3 within a 2m x 2m pod.

Demand for Online Fitness is High

The advantages of virtual fitness are numerous for consumers, benefiting from the convenience and flexibility of a workout on their own schedule and current location. Plus, as the report acknowledges, virtual fitness platforms are often less expensive when compared to conventional gym or studio memberships, with many needing little or no equipment.

With just a few clicks, fitness enthusiasts can access a seemingly unlimited range of workout modalities, including boxing, yoga, dance cardio, Pilates, HIIT, ballet and more. Many fitness providers also offer the option to tailor a workout based on skill level and health goal, further personalizing the online fitness experience.

Can Virtual Fitness Become the New Rx? 

As the report demonstrates, virtual fitness can break down barriers that in-person brands may experience, such as meeting the needs of consumers in geographically remote areas. There are also vast opportunities for fitness platforms to target content and classes based on regional preferences and cultural differences, expanding market penetration. 

Corporate wellness programs and health care providers can consider partnering with virtual fitness companies to promote better health of employees and patients, even prescribing virtual fitness as part of a care plan. While still in the early stages of study, preliminary research suggests that VR exercise can positively impact physiological, psychological and rehabilitative outcomes compared with traditional exercise. 

In alignment with the report, demand for virtual trainers and well-being coaches has also increased 44% year-over-year, according to corporate wellness company Gympass, which published its own findings after analyzing over 250 million check-ins on its platform over the past 24 months.

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Meta Quest and Puma have collaborated to host virtual and mixed-reality events at Puma store locations in Germany to extol the benefits of “the world’s smallest gym” — one without membership contracts and crowds.

The experiential concept allows guests to explore the diverse workouts offered by Meta Quest 3 and select from a variety of fitness experiences, including HIIT, boxing, Zumba, yoga and more. The immersive VR and MR workouts are held within a specially designed 2m x 2m space.

“It’s January and gyms are notoriously crowded,” wrote Stephania Silveira, group creative director of Reality Labs at Meta. “To demonstrate that you don’t need a lot of space or equipment for a great workout anywhere, Meta Quest teamed up with Puma Group to create ‘The World’s Smallest Gym’ – pods in high-footfall areas across Berlin, where consumers can try a range of curated fitness experiences.”

Supporting the engaging Meta Quest x Puma pop-up is NBA player and Puma athlete Dennis Schröder, who is praising the “World’s Smallest Gym” on his social media pages and encouraging consumers to book a session at Puma to give Meta Quest 3’s VR and MR fitness offerings a whirl.

The Meta Quest x Puma events will be held at Puma’s store in Berlin until February 3, in the East Side Mall until January 26th and in the Mall of Berlin from January 29 to February 3. Training sessions last around 15-20 minutes.

Fitness Brands Embrace Meta Quest 3

Meta has heavily invested in VR fitness, beginning with its successful battle with the FTC to acquire Within, maker of popular VR fitness app Supernatural, for a reported $400 million. 

The release of the new Meta Quest 3 headset, which dropped in late 2023, showed advancements in virtual fitness along with mixed reality capabilities like full-color passthrough and natural depth perception so users can incorporate accessories such as weights into their fitness experience.

Xponential Fitness recently joined the Meta Quest 3 platform, bringing three of its most popular studio brands – Club Pilates, Pure Barre and StretchLab – to the virtual world.

“As these technologies become more mainstream, we’ve seized the opportunity to enhance immersion while maintaining the efficiency of 2D digital fitness,” Garrett Marshall, Xponential+ president, told Athletech News. “Unlike typical VR fitness games, the Quest 3 headset’s technological advancements empower us to deliver proven workouts from leading fitness brands, all while harnessing the best virtual and social features.”

Les Mills has also signed onto Meta Quest 3 with XR Bodycombat, a mixed-reality martial arts fitness game where players can blend their real-life environment with a virtual training space.

FitXR is also taking advantage of Meta’s advancements with the recent launch of Slam, adding to its robust line of multiplayer workout studios across Box, Dance, HIIT, Sculpt, Combat and Zumba.

Sam Cole, FitXR founder and CEO, told Athletech News that the gamification of Slam allows FitXR to reach “an entirely new group of users who are anxious about exercise, and young people who are addicted to sedentary gaming.”

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FitXR, a virtual fitness platform featuring a range of workout classes, is leaning into gamified fitness with the launch of Slam, a new immersive mixed reality (MR) game with passthrough capabilities that customize to a user’s surroundings.

The latest offering joins FitXR’s six other multiplayer workout studios, Box, Dance, HIIT, Sculpt, Combat and Zumba, which launched last November in partnership with the iconic dance fitness brand. FitXR showcased Slam on Wednesday during CES 2024.

Available on Meta Quest and Pico XR headsets and using spatial sensing algorithms that can convert any room into a 3D game, Slam users can embark on an adaptable, active gaming journey with two modes — timed or survival.

For those who want complete control over their workout — from difficulty, duration and music — Slam’s timed version is ideal, challenging players to hit as many cues as possible in a selected time. Players who want a truly game-like experience can select survival mode, a challenging experience where they are encouraged to give it their all to hit cues in less time as the game becomes gradually harder.

“The gamification aspect of Slam has allowed us to reach an entirely new group of users who are anxious about exercise, and young people who are addicted to sedentary gaming,” Sam Cole, FitXR founder and CEO, told Athletech News.

MR Fitness Offers Many Possibilities

While he notes extended-reality (XR) fitness has been largely concentrated on cardio, Cole says FitXR is excited about the opportunities that mixed reality, which blends the physical and digital worlds, to other types of fitness like strength and mobility. 

Having passthrough capabilities helps break down the barrier between the headset and the user, enhancing the overall experience, explained Cole.

“We know that often people are working out in an environment that’s not as inspiring and would prefer a fully immersive environment,” he said. “But for many, it’s important to still have a view of their surroundings – whether you have your kids in the room while you are dancing Zumba, or if you want to grab your wrist weights and do a Sculpt With Weights class halfway through your FitXR session. Some complex fitness movements are much more comfortable when you can see your feet, and passthrough really comes into its own here.”

Motivating People To Move

Delivering an immersive and gamified fitness experience can prompt busy families into building healthy habits and can make even the most fitness-reluctant strap on a headset and forget they are working out. In many ways, blending fitness and gaming with Slam reflects the broader philosophy of FitXR.

“We’ve always said that we are a fitness studio, not a gaming app – but we’re also not your typical fitness studio,” said Cole. “FitXR is built by a diverse team of people who are passionate about fitness, but not from the typical fitness industry. This is something I’m very proud of, as it allows us to serve such a diverse user base. We’ve been able to bring fitness to countless people who were completely sedentary before working out in VR.”

Although FitXR and its offerings can appeal to busy consumers who struggle to attend traditional fitness classes or hit the gym, Cole says the company’s core mission is to make fitness accessible and enjoyable for everyone.

“FitXR was born from the frustration of an industry that caters only to the select few,” he said. “We are here to reshape the fitness landscape and empower the 80% who have been overlooked, intimidated, and discouraged by traditional fitness. We are a movement for movement.”

The New Normal?

As Cole puts it, MR and VR tech is quickly replacing the smartphone. He predicts a big shift in the industry:

“Just like you see people in the gym with mobiles and headphones, it’s a matter of time before you start seeing people enter the gym with headsets or glasses,” he said. “I believe fitness studios will have to start incorporating the technology because in the very near future, customers are going to be bringing them in of their own accord.”

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Fitness and wellness are growing priorities for many. According to Lululemon’s 2023 Global Wellbeing Report, 67% of people place wellbeing as a top priority, but only 12% say their wellbeing is where it should be. Looking back at 2023 and toward 2024, how will consumers try to narrow the gap between their fitness goals and their current reality?

Consumers’ affinity for connected fitness remains an open question, although virtual reality seems to have carved out a niche for those who desire gamified workouts. Wearables continue to advance, but are they innovating too fast? Strength is seemingly here to stay, with Pilates and functional training more popular than ever. And how will the rise of weight loss drugs impact the traditional fitness industry? While the future of fitness and wellness is uncertain, one thing is for sure: the industry is unlikely to show any signs of slowing down in 2024.    

To get you ready for a new year, Athletech News previews the top fitness and wellness trends to watch in 2024:

• 

  Can Connected Fitness Rebound?

  Connected fitness has been slow to recover from the post-pandemic surge in popularity of in-person workouts. Lululemon stopped selling Mirror, its connected fitness unit, at the end of 2023. It even struck a five-year deal with Peloton to provide fitness content for Lululemon Studio, which is replacing Mirror, as well as create co-branded apparel. The two companies also hosted a series of in-person events, demonstrating a collaboration between the one-time competitors. Earnings showed that Lululemon’s previous $500 million acquisition of Mirror was nearly worthless. Mirror’s downfall might be reflective of the current state of connected fitness. 

  Peloton, meanwhile, continues to cite hope for a turnaround. It recently rebranded to a more content-focused model, and offered extensive holiday deals in November to drive sales, including up to $700 off of Peloton purchases. The company is facing difficulties converting free app users into paying subscribers, which has led to wider-than-expected losses. Peloton is hoping to boost revenue with high-profile partnerships and the relaunch of Tread+, but the company has cited concerns that inflation-weary consumers will hesitate to invest in its expensive hardware.

  Connected fitness companies that focused on premium hardware as opposed to virtual programming have also been struggling, such as Tonal and Hydrow, each of which began 2023 with layoffs. Even Clmbr, the LeBron James and Jay-Z-backed vertical climber maker, laid off around 25% of its staff earlier this year before being acquired by Forme.

• 

  Will In-Person Fitness Continue To Grow?

  While connected fitness struggles, in-person is back and better than ever. IHRSA’s 2023 Global Report cited a resurgence of consumers connecting and engaging during in-person workouts. Today, boutique fitness accounts for 42% of all gym memberships. The report also cited high-value, low-price and luxury fitness facilities gaining the most over 2023.

  Planet Fitness continues to win big with Gen Z: Morning Consult named the brand on a list of top ten leading companies that young consumers are eyeing. The fitness franchise has an active presence on social media platforms, and its “Classic Membership” is just $10 a month, a price that hasn’t been raised in 30 years, although the brand is considering a slight increase. Crunch Fitness is also expanding rapidly. The New York-based franchise brand currently has over two million members and operates over 450 gyms worldwide. CR Fitness, the top Crunch Franchisee, plans to build 15-20 fitness clubs per year, growth that has led to over 1,000 employment opportunities. 

• 

  What’s Next for Weight Loss Drugs?

  GLP-1 weight-loss drugs have also taken the fitness and wellness world by storm this year. Barclays has estimated that the industry could be worth $100 billion by 2030 and perhaps even $200 billion within the next ten years. WeightWatchers notably pivoted from its points system and weight-loss meetings to offering access to weight loss and diabetes drugs. Food companies have noticed declining sales and have scrambled to shift their strategic focus. Nestlé has created new vitamin and mineral-packed products for those on appetite suppressants. 

  The fitness industry has been eager to welcome GLP-1 users: Life Time launched the Miora Longevity and Performance clinic at its flagship Target Center health club in downtown Minneapolis. The clinic offers doctors, physician assistants, nurses and personal trainers in addition to weight loss drugs and non-invasive therapies like red light therapy, hormone replacement therapy, and infrared saunas. Xponential Fitness has also leaned into the weight loss medication sector, acquiring Lindora, a metabolic health clinic.

• 

  Will Strength Training Continue To Surge?

  According to MindBody’s 2024 fitness trend report, the top three workouts of 2023 were Pilates, yoga, and strength training. Strength training in particular is growing in popularity with Gen Z. Les Mills partnered with Adidas earlier this year on a strength-focused workout to target younger consumers. The launch of Nike Strength, a collection of strength training equipment for elite and everyday athletes, also demonstrates the growth of the category. Pure Barre launched Define, a low-impact fitness class that incorporates heavier weights than those used by most boutique fitness brands. CorePower Yoga’s most recent class addition was Strength X, a high-intensity strength training class that incorporates traditional yoga poses with targeted resistance exercises. Orangetheory Fitness, known for its cardio workouts, has also gotten into the strength training craze.

  At 2023’s IHRSA Convention in San Diego, Fabrizio Cecchinelli, format manager at Technogym, cited two main reasons for strength training’s surge in popularity: social media and science. Strength training’s photogenic nature makes for aesthetically pleasing posts. The science behind strength training has also propelled workouts, as a search on PubMed, the National Institute of Health’s database of biotechnology information, revealed that in the last decade, the number of searches for scientific information related to the benefits of strength training increased almost fourfold.

• 

  Can Fitness Wearables Bridge the Healthcare Gap?

  Wearables continued to evolve in 2023 as consumers using the devices for reaching various fitness goals are increasingly using wearables to generally monitor their health. New hardware, software, and apps have allowed turned wearables into customizable health clinics. Heart rate monitors are standard on many wearables, and some even have FDA approval for detecting abnormalities like atrial fibrillation. Whoop offers a feature called Health Monitor which provides a daily update on all user metrics. Members can send this report as a PDF directly to a doctor or medical professional. Devices have also gotten more social. Oura launched Circles earlier this year, where members can share high-level data like “Readiness,” “Sleep,” and “Activity” scores with friends and family members. Apple Watch also allows users to share their activity with family, friends or coaches.

  Strength training has also become more prominent in the wearables market. Whoop became the first fitness wearable to measure strength earlier this year. It now allows users to measure strain during strength workouts by tracking weights, reps and sets for a personalized view of their training. Oura also launched a co-branded Rest & Recovery kit with Equinox that featured a specially designed ring cover for weight training and strenuous workouts. The innovation addressed users’ concerns about the Oura ring being less compatible with barbell training. 

• 

  Will VR Fitness Take Off?

  While connected fitness has waned, virtual reality (VR) fitness is a fairly nascent field, but one that’s becoming more prominent in the industry. Les Mills is investing in the space, with its recent launch of XR Dance and Bodycombat. Xponential Fitness has created Xponential+, a new virtual and mixed-reality app for Meta Quest 3 that allows users to essentially take boutique fitness classes in their living room.

  On the athleisure front. Alo Yoga teamed up with Obsess, the experiential e-commerce platform, to launch an immersive virtual reality shopping experience. But it hasn’t been all fun and games—Meta was sued earlier this fall by Andre Elijah Immersive Inc (AEI), a self-proclaimed new entrant to the VR fitness space which alleged that it developed a fitness yoga app with Meta and Alo before the relationship soured. Most of the lawsuit alleges that Meta has a vertical monopoly on the VR fitness space, and colluded with Alo to keep AEI out of the market. Despite some setbacks, Meta is still leaning into the health and fitness space, believing in the power of virtual reality to make workouts fun and engaging. 

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Les Mills has launched Les Mills XR Dance, a new virtual reality app for Meta Quest 3 which the company says is the world’s first VR fitness game to bring professional dancers into your living room.

Les Mills XR Dance allows users to progress through three levels of difficulty across 25 different modern dance routines. While many dance games rely on avatars, XR Dance uses hologram versions of professional dancers. Its lineup includes Gandalf Archer Mills and Bianca Ikinofo, who trained with choreographer Parris Goebel and who has collaborated with artists like Rihanna and Jennifer Lopez. 

“This game is for anyone who’s interested in dance and loves to have a great time,” Gandalf Archer Mills said. “Whether you’re a complete beginner or a seasoned pro, you’ll get a great cardio workout and an authentic dance experience.”

“There’s a great legacy of dance gaming and many of us have fond memories of growing up playing things like the dance mat and Nintendo Wii,” he added. “We wanted to build on that but completely reinvent it, so we’ve combined cutting-edge tech with killer choreography to take dance gaming into a different dimension.”

With XR Dance, Les Mills builds on its success with Bodycombat, the New Zealand-based company’s first fitness game for Meta Quest. 3. Similar to Bodycombat, XR Dance can be performed in a full VR environment or mixed reality experience. Les Mills worked with Odders, an XR gaming specialist studio, and Monstercat, known for its collaborations with games like Fortnite, Rocket League, and Beat Saber.

Targeting Gen Z

Les Mills is seizing the growing momentum of VR fitness; many consumers who struggle to find the motivation to go to the gym, or merely want a gamified and engaging fitness experience at home have turned to virtual reality fitness.

The company is also focused on increasing its appeal to Gen Z, which it’s been targeting through its venture into the Metaverse, with Les Mills Live events and other initiatives. Les Mills partnered with Adidas earlier this year on a strength-focused workout inspired by Pilates, barre, and power yoga, as research demonstrates that many 16 to 26-year-olds prefer strength training as their top workout. The company also released a campaign with “Ted Lasso” star Brett Goldstein to target younger consumers. 

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After successfully establishing itself as the world’s top boutique fitness franchisor, Xponential Fitness is now looking to take over the growing virtual reality arena, beginning with three of its most popular fitness brands.

In order to stake its claim in the metaverse, the fitness curator selected Litesport to develop its popular studio workouts for its virtual and mixed-reality fitness app, Xponential+, available on the Meta Quest 3, Meta Quest Pro and Meta Quest 2. The new digital workout platform was revealed at the Meta Connect event in September.

Litesport, a fitness and wellness VR/MR tech company formerly known as Liteboxer, knows a thing or two about the magic of VR fitness, having launched its own app with a newly added strength training mode enabling real trainers to appear in a user’s space to offer dumbbell-based workouts.

For $9.99 a month, Xponential+ fitness fans can access Club Pilates, Pure Barre and StretchLab right from home. Rumble Boxing and CycleBar will be added early next year, with BFT, Stride Fitness, Row House and AKT available by the end of 2024.

“We are thrilled to partner with Litesport to introduce Xponential+ to our fitness community,” said Garrett Marshall, president of Xponential+. “This app represents a new era in fitness technology, offering our users a truly immersive and dynamic workout experience. We are excited to see our members achieve their fitness goals in this innovative way.”

The new platform takes into account a user’s physical surroundings to ensure a safe workout experience — users can select from a complete virtual reality studio experience, a mixed reality environment that blends the physical and virtual, or a full passthrough setting, where instructors will appear directly in a user’s physical environment. A controller-free experience using hand-tracking technology allows fitness enthusiasts to freely use dumbbells, bikes, rowers and mats.

Xponential has also earned bragging rights as the first to bring Barre and Pilates into virtual reality, using Surface Sync IP, which transforms a dining chair into a virtual Barre. Plans are also underway to use the same technology to reinvent dust-ridden rowers or exercise bikes into smart hardware that can track fitness stats.

Litesport CEO Jeff Morin calls the partnership with the boutique fitness franchisor a “pivotal moment.”

“Together, we are bringing the future of fitness into millions of homes around the world,” Morin said. “A first-of-its-kind experience bringing well-known brick-and-mortar fitness studios into the virtual world. We are diving headfirst into an unsaturated and high-potential space. Our collaboration will revolutionize the way people engage with their health and wellness, making it more accessible and inspiring than ever before.” 

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Les Mills is leaning into mixed reality, launching a new fitness game, Les Mills XR Bodycombat, for the upcoming Meta Quest 3. 

The latest offering from the fitness brand brings renowned trainers Rachael Newsham and Dan Cohen into the Metaverse, encouraging players during Bodycombat’s martial arts workouts.

The latest app follows the success of Bodycombat VR but harnesses the latest features of the Quest 3, providing a mixed-reality fitness mode. The feature allows fitness enthusiasts to incorporate their real-life environment with their virtual training space.

For the new app, Les Mills teamed up with Odders, an XR gaming specialist studio. Jaime Pichardo Garcia, business director at Odders, noted that the new mixed reality mode on the Meta Quest 3 allowed the company to take Bodycombat XR workouts to the next level, enabling players to have a more extensive range of motion without worrying about their surroundings.

Meta founder Mark Zuckerberg showcased the Bodycombat XR app at the recent Meta Connect 2023 keynote, demonstrating how the Quest 3 allows users to select either a VR or MR experience. 

Just as Bodycombat’s martial arts style has resonated with fitness enthusiasts in studios and at home, Les Mills’ new XR edition offers players 25 training sessions across immersive settings such as a neo-city skyline, snowy tundras, Mars and Rome. Players gain points for effort and skill using a gamified approach while instructors Newsham and Cohen provide cues and encouragement.

According to Newsham and Cohen, Les Mills hopes the launch of the Bodycombat XR app will enable the fitness brand to reach new audiences and break down barriers to exercise.

Les Mills Makes Gen Z Push

By tapping into mixed reality, Les Mills continues to increase its appeal to Gen Z, which the fitness company has indicated it’s targeting with a variety of methods, including Les Mills Live events. Meeting young fitness consumers in the Metaverse seems like a natural step for Les Mills as it continues to build a wide-ranging omnifitness offering. 

The brand also recently launched a science-backed strength program in collaboration with Adidas, recognizing that younger fitness enthusiasts are keen on developing core and functional strength.

In another bid to capture the eyes of younger fitness consumers, Les Mills released a campaign featuring “Ted Lasso” star Brett Goldstein over the summer, intending to attract and inspire the 64% of Gen Z’ers who have yet to start a fitness routine.

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With Mental Health Awareness Month in full swing, FitXR is spotlighting the positive impact of VR workouts on emotional states.

FitXR partnered with Dr. Brendon Stubbs, Ph.D., an exercise researcher, to complete a study comparing standard exercise with FitXR’s immersive, total body VR workout. Stubbs revealed participants were more alert and happier after using FitXR, with 91% reporting an improvement in their emotional state versus traditional exercise.

The results are great news for FitXR, which is accessible on Meta Quest 2 and Pico XR, as well as the fitness VR industry as a whole. As FitXR notes, the advantages of physical exercise have long been studied over the years, but this latest study validates the positive psychological impacts of VR fitness.

Dr. Stubbs employed a randomized controlled trial consisting of 83 adults who had never tried VR fitness before. Setting out to compare the differences in perceived exertion, mental health and enjoyment between FitXR and standard exercise, Dr. Stubbs discovered that not only did 19% enjoy themselves more while using FitXR, but 13% burned more energy (Kcal) and 18% felt they were working harder.

“Only through this randomized, clinical trial is it possible to determine the true benefits of VR fitness, and FitXR can unequivocally say that their product works to improve physical and mental health,” Dr. Stubbs said. “This bold step is a seismic shift for the massively expanding VR fitness field and clearly differentiates FitXR as being evidence-backed leaders in the space.”

While feeling good after a workout is always beneficial, consistent exercise may offer even more advantages, such as preventing serious mood disorders like depression. 

Dr. Stubbs, who led a research team at King’s College London, found that even ten minutes of daily movement is effective for mental health and that those who engage in high levels of physical activity were 15 to 16 percent less likely to develop depression in the future compared to those less-active.

“The focus of our research is on how exercise and physical activity (make) a person feel,” Dr. Stubbs said. “It has been proven that daily movement can help build up resistance, reduce the risk of developing adverse mental well-being and even mental health conditions. That’s why an accessible and habit-forming workout like FitXR is a great solution.”

The VR Fitness Boom

The accessibility and enjoyment of VR workouts gives them widespread appeal, especially among those who are more fitness-reluctant. Meta is all in on VR fitness, looking to lure in the 80% of Americans who don’t exercise regularly with fun, captivating games and fitness workouts. The Mark Zuckerberg-led tech titan even battled the FTC in order to acquire Within, a popular VR platform, and is adding Xponential’s popular boutique fitness brands to its Meta Quest 3 headset.

By all accounts, being able to convert the sizable population of “fitness un-enthusiasts” through VR seems possible, which is likely why Meta is on board.   

In a recent interview with Athletech News, FitXR founder and CEO, Sam Cole, a former rugby player-turned-entrepreneur, explained that many of the platform’s enthusiasts were once conditioned to believe that exercise just wasn’t in the cards for them. However, after joining the FitXR platform, they were hooked.

“For those customers, I think this is where we really start to see the impact of the power of immersive fitness,” Cole told ATN. “Many of our customers tell us they never found exercise engaging until they tried FitXR and were able to transport themselves into a virtual world in which the experience feels so fun and engaging that they start to realize that they can exercise.”

FitXR also recently partnered with Zumba to bring its high-energy dance experience to the platform next month. The dance fitness leader will offer 32 classes on FitXR, featuring a mixed-reality version in addition to VR.

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Xponential Fitness, hot off the news that it will be entering the Metaverse, has announced yet another new partnership, this time with the Los Angeles Rams. 

The collaboration will bring Rams fans into the fold of Xponential’s portfolio of ten boutique fitness brands, which includes Club Pilates, Pure Barre, CycleBar, StretchLab, Rumble Boxing, BFT, YogaSix, Row House, Stride Fitness and AKT. The two entities will launch a workout content series starring Rams cheerleaders, and on Rams game days, Xponential Fitness branding will appear on digital signage at SoFi Stadium.

“We are incredibly proud to join forces with the Los Angeles Rams,” said Danyal Ali, chief marketing technology officer of Xponential Fitness. “This partnership represents a tremendous opportunity for us to inspire and empower individuals to lead healthier lives through our family of brands and their best-in-class fitness experiences. Our partnership goes beyond fitness and sports, it’s about creating a vibrant community where health, entertainment, and togetherness intersect.”

The boutique fitness franchisor and the Rams will also partner across the Los Angeles community to make an impact.

“We are pleased to welcome Xponential Fitness to the Rams family,” said  Jennifer Prince, Rams chief commercial officer. “Their dedication to providing accessible and innovative fitness options aligns perfectly with our mission to inspire and unite our fans. Together, we will create memorable and impactful experiences for fitness lovers and Rams fans alike.”

It’s been a noteworthy month for Xponential. In addition to its popular boutique fitness brands headed to the Meta Quest 3 as part of a new virtual and mixed-reality app, the company hired Gary Vaynerchuk to lead its marketing plans, a collaboration that begins in October. Xponential is also pushing into corporate wellness, partnering with Gympass.

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Xponential Fitness will introduce a virtual and mixed-reality app on Meta’s Quest 3 headset, bringing virtual fitness content from the boutique fitness franchisor’s brands including Club Pilates, StretchLab and Pure Barre to homes around the world.

The announcement comes during the 2023 Meta Connect conference, the tech giant’s virtual event focused on the much-anticipated Quest 3 mixed reality and VR headset.

Xponential’s collaboration with Mark Zuckerberg’s Meta will provide Quest users with access to the boutique fitness franchisor’s brands while delivering a more authentic virtual fitness experience. Fitness enthusiasts can now be fully immersed in a photo-realistic representation of the actual brand studios. Users can also choose to use the all-new pass-through capabilities of the Quest 3 for a mixed-reality experience that blends the studio with their environment or cast the instructor into their own space for a one-on-one coaching experience.

The new Xponential+ app will utilize the Quest 3’s latest high-tech offerings, such as mixed reality, full-color passthrough and natural depth perception, allowing fitness enthusiasts to incorporate weights and other fitness accessories in their training.

“We’re excited to pioneer a new era in fitness alongside the renowned brand, Meta,” said Garrett Marshall, Xponential+ president. “As these technologies become more mainstream, we’ve seized the opportunity to enhance immersion while maintaining the efficiency of 2D digital fitness. Unlike typical VR fitness games, the Quest 3 headset’s technological advancements empower us to deliver proven workouts from leading fitness brands, all while harnessing the best virtual and social features.”

Xponential Forges Another Partnership

During a recent earnings call with investors, Xponential president Sarah Luna stated that B2B partnerships are a key element of the brand’s omnichannel fitness strategy, providing a way of reaching new audiences, generating revenue and creating lead flow. 

Luna further stated that in the second half of the year, Xponential would continue to explore other B2B partnerships designed to enhance its Xponential+ digital platform and XPass subscription service to bring more consumers into the Xponential ecosystem, including into its physical studios. 

The company has successfully launched Pure Barre, YogaSix and StretchLab on Princess Cruise ships and a Club Pilates retreat that set sail in Alaska earlier this month. More recently, Xponential inked a deal with corporate wellness platform Gympass.

More information on the new Xponential+ VR app can be found here.

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Zumba, the global leader in dance fitness, is bringing its high-energy dance experience to the virtual world, thanks to a new partnership with FitXR, a VR workout platform available on the Meta Quest.

Through the collaboration, FitXR will immerse Zumba fans in a virtual and mixed reality experience, with both companies working together to create accessible and inclusive workouts for all. The new partnership was inspired by a qualitative survey conducted by FitXR, which revealed that users wanted more dance class options. Similarly, Zumba had received requests for VR product offerings.

The immersive Zumba experience will become available to FitXR users in early November.

Sam Cole, FitXR co-founder and CEO, noted that partnering with Zumba is a “game changer” for fitness enthusiasts who may have anxiety regarding in-person classes or those who don’t have access to a gym or studio or simply prefer to work out at home.

“We’ve worked closely with Zumba to make sure that the virtual experience is as energetic and lively as it is in person,” Cole said. “It’s great to see a well-established brand like Zumba expanding into the virtual world – with their brand value of making fitness fun, they are a perfect partner.”

Intent on making the experience inclusive to all fitness levels, FitXR created a studio with levels that range from beginner to expert, along with features to help users develop confidence. While an expert trainer leads the class, a movement preview system is available in the corner of the screen to give users a sneak peek of upcoming moves. 

As Zumba’s magic lies in its fun “fitness party” and community atmosphere, FitXR blended Zumba’s lively vibe with ease of access, allowing users to participate in a class when convenient. Popular Zumba instructors like Jeimy Bueno and Dahrio Wonder will star in avatar form, while FitXR members will recognize dance trainer Sarah Eika Burke. 

The Zumba studio will offer 32 classes with a variety of music tracks, as well as a mixed reality version in addition to VR, allowing users to move around their space more freely.

“By teaming up with FitXR, we were able to find the right partner that could capture the brand presence, music and energy that you find in an in-person Zumba class with the avatar and community technology to really bring the studio to life,” said Alberto Perlman, Zumba co-founder and CEO. “We’re excited to make Zumba even more accessible now in a virtual, immersive format.”

In an interview with Athletech News earlier this month, Perlman teased a series of upcoming new digital direct-to-consumer products and offerings from Zumba that he believes will bring the brand to even more consumers across the globe.

“Traditionally, there’s a phenomenon that anytime we launch direct-to-consumer products, we see a flood of new people into Zumba classes,” Perlman told ATN, alluding to Zumba’s famed DVD sales in the 2000s and later forays into video games on Xbox and Nintendo consoles.

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