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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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.

The post Virtual & Online Fitness Market To Top $250B as Demand Rises appeared first on Athletech News.

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.”

The post Meta Quest, Puma Launch ‘World’s Smallest Gym’ appeared first on Athletech News.

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.”

The post FitXR Sees Massive Potential in Mixed Reality Fitness appeared first on Athletech News.

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. 

The post The Fitness & Wellness Trends To Watch in 2024 appeared first on Athletech News.

This past year involved countless fitness and wellness stories coming across our desks here at Athletech News, but a few caught more eyes than others, making the cut as our most-viewed articles of 2023. These 10 stories were all among our most read but are listed in no particular order, so if you missed out on any of the action this past year and want to get caught up before moving on to 2024, keep reading.

• Chris Rondeau Out as Planet Fitness CEO in Stunning Move

  Planet Fitness employees – and the general fitness community – were shocked this year when Chris Rondeau stepped down as CEO, with Craig R. Benson taking over in an interim role. Rondeau worked with the company for 30-plus years prior to his exit. Planet Fitness mentioned that the move did not come in any part due to any financial factors, but its shares consequently fell by over 12% shortly after the news broke. But amid the storm, the low-price/high-value gym franchise continues to grow, with Q2 results showing a revenue increase of 27.6% and success attracting Gen Z after getting three million sign-ups from high schoolers this year. 

• The Future of Fitness Wearables: How Whoop, Oura, Garmin Are Innovating

  With intel from a variety of industry leaders, Athletech News forecasts and examines the future of fitness wearables. How new tech already has and could continue to elevate wearables is discussed, as is a potential place for the products in healthcare. How different wearable companies serve different needs in the fitness and wellness community with their products is analyzed as well.  

• 

  Pvolve, Jennifer Aniston Focus on ‘Strength’ in Debut Ad Campaign

  We break down Jennifer Aniston and Pvovle’s debut ad campaign, along with the general rise of functional fitness. Aniston signing on with Pvovle came as a groundbreaking deal for Pvolve and the entire fitness industry given her fame. The company’s goal to redefine how strength is viewed by the masses received a major boost via the ad campaign. 

• Meta Pushes Into VR Fitness: Why the Tech Giant Is Just Getting Started

  After acquiring Within, maker of popular VR Fitness app Supernatural, Meta took an unforeseen leap into the VR fitness arena. Meta’s director of Metaverse content Anand Dass sat down with ATN to explain why the tech giant is so bullish on VR fitness, how it’s looking to close the gap between those who work out regularly compared to those who don’t, and the future of VR Fitness from a general perspective.

• Exclusive: Xponential President Talks Acquisition Plans, Gary Vaynerchuk Partnership

  Xponential President Sarah Luna breaks down the global fitness franchisor’s future. In an exclusive interview with ATN, Luna touches on the rise of boutique fitness in a post-pandemic world, Xponential’s hunger to acquire new brands and expand, as well as the impact of partnering with social media guru Gary Vee.

• 

  Peloton Announces Rebrand, Wants To Be More Than a ‘Bike Company’

  Peloton’s massive rebrand and the goals behind it are laid out, many of which relate to the company’s desire to branch out and reach larger crowds with its offerings. By expanding the Peloton app and getting into strength training, the company intends to be much more than just an “in-home bike company.”

• F45 Reveals $372M Loss as CEO Plots Plan Forward

  F45’s higher-than-expected losses are revealed to the public, including $372.3 million in total losses for 2021 and 2022 combined. ATN looks into the ways in which the Mark Wahlberg-backed company can rebound after its financial setbacks under new CEO Tom Dowd, who recently stepped in to try and help the functional fitness franchise right the ship. 

• CEO Corner: Ryan Duey on How Plunge Grew From the Garage to the Mainstream

  Plunge co-founder Ryan Duey explains how he and co-founder Michael Garrett have made cold water recovery tubs more accessible to the masses. After recapping Plunge’s past, Duey roadmaps the company’s future goals as well as those of the cold water therapy industry in general.

• 

  Nike Launches Strength Training Equipment in Latest Fitness Move

  Nike made waves by dropping a collection of fitness equipment for the first time in company history. The brand’s corresponding campaign is highlighted by athletes such as LeBron James and Derrick Henry. ATN also breaks down the sportswear titan’s additional recent fitness moves, such as opening up a series of boutique studios.

• Tonal Sues Smart Home Gym Rival Speediance

  Tonal sued rival smart home gym company Speediance earlier this year, alleging infringements on its patents as well as false and misleading advertising on the part of the Chinese brand. The case could have big implications for the at-home fitness market in 2024.

The post The 10 Most Popular Fitness & Wellness Stories of 2023 appeared first on Athletech News.

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. 

The post Les Mills Takes Virtual Fitness Up a Notch With XR Dance appeared first on Athletech News.

Following another groundbreaking calendar year for our industry, Athletech News is proud to announce its winners for The Most Innovative Companies in Fitness & Wellness 2023. 

The list features 23 organizations that have helped revolutionize the fitness and wellness space over the past year, breaking down the strides they’ve made and explaining their impact on the industry at large. Being the world’s only award recognizing such an achievement, the “ATN 23” resembles a key benchmark for what’s to come in the already-booming fitness and wellness sector.

The winning companies are implementing a variety of cutting-edge technologies such as artificial intelligence (AI), smart wearables, palm-scanning software and virtual reality (VR). Organizations branching out with new workout methods or codes of conduct to further develop their culture, attract new members and overall bring a positive impact to the space have also been rewarded for their forward thinking. The list further recognizes physical and financial expansions, provided they took place within a spirit of innovation.

The panel of judges includes ATN’s founder and CEO, its executive editor, and several esteemed, independent fitness and wellness industry experts. Applicants were judged on their ingenuity, creativity, business potential and overall positive impact. Hours of research, analysis, and debate went into the ATN 23 list to ensure its validity in putting a spotlight on the most deserving candidates. 

A “Ones To Watch” section is also included below the winners, naming some honorable mentions who deserve recognition for their accomplishments as well. These companies also made innovation a priority this year with moves such as leaping into the Metaverse, implementing gamification software and offering new hybrid workout options.

View the winners of the Most Innovative Companies in Fitness & Wellness 2023 here.

The post These Are the Most Innovative Companies in Fitness & Wellness appeared first on Athletech News.

Asensei, a tech company specializing in technique coaching and skill-based learning for sports and fitness brands, has introduced Cloud Coach to enhance the capabilities of sports and fitness videos and bring advanced solutions for connected fitness companies.

The Cloud Coach leverages Asensei’s software development kit (SDK), which debuted an extended reality (XR) extension this year.

While Asensei has laid the groundwork for fitness and health developers to bring virtual (VR) and augmented reality (AR) experiences to consumers, its latest tool looks to tackle fitness and sports footage with leading methods — and create new opportunities.

Connected Fitness Solution

Cloud Coach offers an easy solution for quickly processing video uploads, effortlessly managing multiple feeds from several cameras on a game field or court, with the ability to splice footage to remove extraneous content. The new Cloud Coach can generate real-time data insights for sports broadcasts, but can also be highly useful in a connected fitness context.

Asensei’s movement recognition processor can detect multiple movements in video footage at unspecified times. Connected fitness companies can use Cloud Coach to analyze videos, annotating them with metadata that indicate which specific exercise is being performed and timestamps when the exercises start and stop, which can power form-tracking and rep-count solutions. This is especially helpful for connected fitness brands with large content libraries.

For fitness or sports activities that don’t require real-time feedback, the Cloud Coach can provide mid-practice or post-practice analysis, providing coaching insights to players or coaches after a simple video upload. A training journal capability is also available, where users can upload videos to receive comprehensive post-workout feedback on performance and progress.

Asensei allows connected fitness companies to pilot its capabilities without integrating the software kit by uploading video to its Computer Vision Processor Input for post-workout analysis.

Fitness Brands Tap Asensei

The tech company recently partnered with Centr, the health and wellness platform founded by actor Chris Hemsworth, to create artificial intelligence-driven connected fitness experiences using computer vision that recognizes human movement. Asensei’s technology will help develop a new product for the health and wellness platform.

Asensei’s movement-capturing, VR/AR and connected fitness innovations have also attracted other fitness clients such as Vertimax, PowerBlock, Litesport, Fittar, Bhout and Alter. 

The post Asensei Adds Cloud Coach, A Potent Tech Tool for Connected Fitness appeared first on Athletech News.

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.” 

The post Xponential Fitness Taps Litesport To Develop Meta Quest VR App appeared first on Athletech News.

FitXR has begun incorporating Disney hits into its immersive VR fitness platform, so fitness enthusiasts and Disney fans can relish in a “magical workout” across its five studios – Box, Dance, HIIT, Sculpt and Combat. 

FitXR’s Disney collection features music from ten Disney movies and shows, including The Lion King, Hercules, Frozen and programs such as Hannah Montana, High School Musical and The Cheetah Girls. 

The list of classes in FitXR’s Disney Collection include:

• Disney Rapid Reps (Box)
• Disney Combat Combos (Combat)
• Dancing With Disney (Dance)
• Disney Drills (Combat)
• Disney Sculpt Sweat (Sculpt)
• Beginner Disney Boxing (Box)
• Disney HIIT Hype (HIIT)

“This collaboration further reinforces FitXR’s commitment to making fitness not only effective, but also incredibly enjoyable,” said Kelly Cosentino, FitXR’s director of content strategy and programming. “We believe that the magic of Disney, combined with the immersive power of virtual reality, will create a truly unforgettable workout experience for our users.”

From Disney to the Dance Floor

FitXR also scored a hit recently with a Zumba partnership, bringing the high-energy dance workout to the VR Platform starting next month. It’s a match made in the metaverse: FitXR said the Zumba deal resulted from a qualitative survey that showed users were looking for more dance class options, while Zumba received requests for VR product offerings. 

Sam Cole, FitXR co-founder and CEO, commented that partnering with the dance fitness leader is a “game changer” for fitness consumers who experience anxiety over in-person classes or simply don’t have access to a gym or studio.

The Zumba studio will feature 32 classes with various music tracks, and a mixed-reality version is also available, so users can freely move around their space.

Although FitXR is for everyone, the platform has shifted its consumer audience from mostly 18-year-old male gamers to a crowd of 35+ fitness enthusiasts, many of whom are female — demographics likely excited to embrace Disney nostalgia and Latin-infused Zumba beats while working up a sweat.

Founded in 2016, Cole and company are eager to show how fun fitness can be to those who may be reluctant or aren’t necessarily interested in a traditional gym membership or in-person group fitness setting.

“It’s a really hard challenge,” Cole told ATN this summer. “But it’s also a really great mission. People in our company, many of whom come from video game backgrounds, get really engaged with this, and they love coming to work, knowing that we’re trying to make the world a better place by giving people more access to fitness and trying to get more people to have a habit around fitness.”

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Meta has again been accused of gatekeeping the burgeoning virtual reality fitness space, this time drawing the ire of an immersive VR app developer, who slapped the tech titan and athleisure brand Alo Yoga with a lawsuit.  

The plaintiff, California-based Andre Elijah Immersive Inc. (AEI), is a self-proclaimed new entrant to the VR fitness space and had allegedly developed a new VR fitness yoga app with Meta and Alo Yoga before things went south. The bulk of the lawsuit alleges that Meta has a vertical monopoly on the VR space and colluded with Alo Yoga to oust AEI Fitness from the fast-growing VR market. 

According to the filing, AEI spent an entire year “exhaustively developing” the app, and was poised to become one of the most dominant market leaders in the VR fitness space with its yoga app. 

The suit alleges that Alo Yoga agreed that AEI Fitness would use its famed yoga brand and would feature notable yoga instructors, allowing users to log in and take lessons in the virtual reality world. The filing mentions the sizable reach of the yoga instructors, which it alleges would have empowered the platform to become one of the most recognizable VR fitness apps in the world. 

According to the suit, although Meta had agreed to launch the AEI Fitness app at its recent Meta Connect conference — thereby putting it on the world stage — the tech giant crafted a “predatory plan” upon learning that the AEI Fitness App would launch on Apple and Pico, its competitors, in the next year or two. Apple and Pico weren’t named as defendants in the suit.

By cutting ties with AEI, the suit alleges Meta took one more step closer to controlling the entire metaverse. 

Meta and the defendants are alleged to have immediately cut ties with AEI Fitness, saying the app wouldn’t be launched at last month’s high-profile Meta Connect conference and banning the plaintiff from attending the event.

Additionally, AEI Fitness alleges Meta and the defendants refused to pay out $1.5 million under the terms of the agreement, as well as another $1.7 million which is to be owed in the near term.

Meta is no stranger to accusations of monopolizing the metaverse, as seen with its recent battle with the FTC over whether it could acquire Within, a VR developer and maker of the Supernatural app.

Although Mark Zuckerberg said in court last year that he’s more interested in prioritizing the building of social apps over fitness apps with the metaverse, Meta is still leaning into health and fitness, believing it can expand the market greatly by making workouts fun and entertaining with VR and mixed reality.

Meta did not immediately respond to a request for comment.

The post Meta, Alo Yoga Hit With VR Fitness Lawsuit appeared first on Athletech News.

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.

The post Les Mills Enters Mixed-Reality With Bodycombat for Meta Quest 3 appeared first on Athletech News.

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.

The post VR Fitness Has Superior Mood-Boosting Benefits, Study Finds appeared first on Athletech News.

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.

The post Exclusive: Xponential Fitness To Unveil VR App for Meta Quest 3 appeared first on Athletech News.

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.

The post Zumba To Launch VR Fitness Studio Through FitXR appeared first on Athletech News.

When Meta released its first Quest virtual reality headset back in 2019, fitness wasn’t much of a priority for the tech giant.

In early 2023, Meta completed its acquisition of Within, maker of the popular VR fitness app Supernatural, for a reported $400 million, cementing the tech company’s entry into the space. 

In the four years or so between its first foray into VR and its decision to shell out big bucks for a digital fitness company, Meta noticed something interesting about the VR games its customers were playing on Quest devices: they were helping people get into better shape.

“People started coming in to play games, but they stayed for the fun and they stayed because they were seeing their health outcomes improve,” Anand Dass, Meta’s director of Metaverse content, told Athletech News. ”There was an unexplored variable around fitness that was allowing people to improve their health outcomes. The unexplored variable was fun.”

Dass explains that people get so wrapped up in immersive VR app experiences that they often forget they’re exercising.

“If you go look at the reviews on FitXR, Supernatural or Litesport, people are saying, ‘I didn’t realize I was actually working out, but I was sweating by the end of my playtime and over time I lost ten pounds,’” he says. “Or their biomarkers improved, like blood pressure and blood sugar levels.”

That realization was enough to get Meta interested in making fitness a key part of its VR plans. 

“When we saw that consumers were truly able to change their health outcomes and lead a healthier lifestyle, we knew we should try and do something to serve this audience better,” Dass says. “That was the genesis of our fitness thrust.”

Meta Goes After the 80%

Most people don’t like working out – and most people don’t. It’s an unfortunate fact that the fitness industry has been trying to change for years, without a ton of success. Statistics still show that around 80% of Americans don’t exercise regularly. 

Meta believes making fitness fun – through immersive VR experiences – will finally get that silent majority of the population moving. 

“We think this will expand the wellness market significantly because it’s creating an opportunity in a segment of the population that didn’t work out before,” Dass says of VR fitness. 

VR’s ability to alter time and space and transport people into a fantasy world makes the prospect of working up a sweat a lot more palatable to the average person. Strap on a Quest headset and fire up Supernatural, for example, and within minutes, you can be moving around and dodging virtual objects on the Galapagos Islands or the surface of Mars. 

“You can be on top of volcanoes and you can have an instructor in your living room,” Dass notes. “It can be 10 minutes between your work calls or it can be a bite-sized HIIT workout.”

VR fitness also appeals to groups that want to stay active but don’t traditionally go to the gym. Working parents often prefer to work out with a VR headset, Dass noted, since it’s more convenient for them than finding time to drive to the gym. For older people, the headset presents an opportunity to work out without having to endure the physical and emotional issues that the modern gym presents for people above a certain age. And for beginners or those intimidated by the traditional gym setting, VR is a much more welcoming environment.  

“You’re not judged at all if you’re in your living room,” Dass says.

However, Meta is also targeting the fitness enthusiast with its VR plans. Dass describes what he calls a “blended” approach to working out, with some days in the gym, some days working out with connected fitness equipment like a Peloton bike and some days spent working out in VR. 

“It’s very much a complimentary experience to traditional fitness options,” Dass says of VR. He notes that even dedicated gym-goers sometimes run into dry spells of motivation or deal with time constraints that make it infeasible to travel to the gym or studio for a long workout. 

“There are two audience cohorts that we think about,” Dass says, referring to the larger group of people who don’t exercise regularly as well as the 20% or so of the population already dedicated to fitness. 

A Strategic Acquisition 

Dass described Meta’s decision to buy Within (Supernatural) as a strategic acquisition so it could better understand the fitness space. 

“It’s really hard to innovate and serve an industry unless you know what it is,” he said. “We’re a tech company, we don’t have trainers, we don’t understand how to speak the language of fitness. So for us, the Within acquisition was about building domain knowledge.”

For example, in probing Supernatural’s tech stack, Meta learned how the fitness app incorporates beat-mapping, a phenomenon where music beats queue the physical actions that users need to perform during a workout. The tech company also learned about the highly important role human coaches can play in motivating people to work out. 

“I distinctly remember this from one of the Supernatural experiences I tried, where one of the coaches talks about loss and grief in her life,” Dass shares. “She’s talking about processing her grief and being resilient and persistent. In that moment, I’m thinking, ‘If she can do that, I can persist for another 20 minutes and hit a bunch of targets.’”

“That’s art, not algorithms,” Dass says.

Better Together: Meta’s Collaborative Approach

Despite regulatory concerns about Meta’s acquisition of Within – the FTC sued to block the deal over antitrust concerns – Dass assures that the tech giant plans to take a collaborative approach to VR fitness.

“We’re going to take the stance of partnering and being more open in how we build this as opposed to taking the more vertically integrated approach that we’ve seen taken in the mobile world by some players,” he said. 

Dass noted that Meta has partnered with companies like Les Mills, FitXR and others to build VR fitness experiences, and will continue to do so despite its ownership of Supernatural. 

“The magic is to pair that fitness science that the fitness industry knows with the underlying technology that serves that science to deliver life outcomes,” he said. “That’s how we think of our strategy.” 

What’s Next for VR Fitness?

As Meta works to better understand the fitness space, the company is committed to innovating in ways that promise to make VR fitness even more immersive and fun.

“We have to push hard on the underlying technology stack,” Dass said. “For example, headsets currently don’t work outdoors because they require the bounding box of a room.” 

Meta is also looking into how it can add lower-body workouts to its VR fitness offerings. Currently, the Quest headset only captures head and hand movements.

“There is innovation we can do with machine learning and AI,” Dass said. “Supernatural released a prototype for knee strikes. Now they’ve figured out a way to do ground-based exercises and combine them with hand movements. We’ll push on things like that.”

Meta also plans to push forward on Meta Reality, its version of mixed reality, where the physical and virtual worlds interact to form one experience. Meta Reality offers some exciting possibilities for strength training, including potentially adding weights to VR workouts, a feature that’s not currently available. Moves like wall sits could also be possible using Meta Reality.

True to its spirit of building with others, Meta plans to make as many of its VR and MR innovations as possible available to its outside partners. 

“Whatever we’re building that’s more universally usable, we’re just going to put it into the platform and give it to anybody who wants to build a fitness experience,” Dass says.

The post Meta Pushes Into VR Fitness: Why the Tech Giant Is Just Getting Started appeared first on Athletech News.

Virtuix is preparing to launch Omni One, a complete entertainment system that intends to take gamified and immersive experiences to the next level by allowing users to walk and run in 360 degrees within video games and virtual worlds using a treadmill and accompanying VR headset.

The company just closed a successful equity crowdfunding effort, which “far exceeded” its $5 million goal, Virtuix founder and CEO Jan Goetgeluk told Athletech News. Virtuix’s total Series B funding is now at over $11 million committed, Goetgeluk confirms.

“We’re thrilled about the success of our investment campaign and our community’s excitement about Omni One,” Goetgeluk said. “Omni One is a groundbreaking product that sets us up for rapid revenue growth.”

Goetgeluk adds that Virtuix has a waitlist of 35,000 interested consumers, and shipping 3,000 units a month would bring in $100 million in annual revenues. 

“We’re ready to scale,” he said.

Virtuix plans to use the funding to ramp up production of its Omni One and reach profitability in 2024. JC Team Capital, a prior investor, is a lead investor in the recent round, and its founder and CEO, Parth Jani, will join Virtuix’s board of directors.

While Virtuix’s current Omni product line consists of Omni Pro, a commercial version of Omni One, and Omni Arena, a multiplayer attraction consisting of four Omni Pro units. The new Omni One is lighter and more compact, making it an ideal addition for at-home fitness and entertainment. It’s also simple to fold and move, allowing players to move freely. The Omni One has an intro price of $2,595,  including both the treadmill and a Pico VR headset. 

The company has started shipping beta units of Omni One to its 8,000 equity investors and plans to deploy over 1,000 units by the end of the year, with the remaining investor units delivering in Q1 2024.

Pre-orders will be available to the general public later this year, with delivery beginning in Q2 2024.

The post Virtuix Raises Over $5M for Gamified VR Treadmill appeared first on Athletech News.

Sam Cole didn’t have to think about exercise very much when he was growing up playing sports in New Zealand. For him, being active was a byproduct of getting into the flow of competitive team athletics.

It wasn’t until after he stopped playing rugby post-university that the FitXR founder and CEO had to find other ways of keeping fit. He found that boutique group fitness classes offered a great way to get into what he calls a “flow-like state,” in which the experience is so immersive that he forgets he’s working out.

He began to think about the different elements of high-quality group fitness – a great instructor, engaging environment, motivating music and the opportunity to synchronously work out with other people – and how it could be delivered in a new way to more people.

“When we launched FitXR in 2016, many in the industry were talking about immersive fitness, but not in connection with VR headsets, which were still associated with video gamers. I thought a lot about how to combine a great soundtrack, great lighting effects, a great instructor and great environment. What’s the next thing we could do? We could bring in the visual layer. I kind of merged these two thoughts in my head and was pretty sure you could deliver an amazing experience helping people to get into a flow-like state around exercise via a virtual reality headset.”

Cole and his partners carried the core belief that immersive fitness would get people into a flow-like state into its first product, a boxing app, and soon added four additional modalities: high intensity interval training; dance; combat; and sculpt.
FitXR’s aim is to deliver a holistic and varied fitness experience similar to that of a club with different studios and modalities that target different muscle groups and give different fitness experiences, keeping people engaged and coming back for more. Cole is particularly excited about the variety part.

“In the FitXR boxing experience, for example, you are transported into a virtual environment that has been purposefully designed to deliver its proprietary boxing content, with cues flying towards you on the beat of the music representing different punch moves. The dance studio, by contrast, is a different environment that’s been purpose-built to deliver its dance content. At that studio, you are modeling an instructor who is completing the moves in front of you. And then through body recognition, it’s able to infer how you’re doing those moves against what the instructor is doing, and you are scored accordingly.”

Going With the Flow

Cole identified the four key elements of the FitXR workout that make it so engaging and send customers into a flow-like state. The first is the sense of being transported to another place.

“Our customers report that they put the headset on and are transported to a separate location. This satisfies a lot of customers’ needs around the separation between home and gym. Especially during COVID, many of our customers said that was a really big factor for them.”

The second is the feeling of community. All of the FitXR modalities have asynchronous avatars, which means when you take a class, you look to your left and right and see people who have done that class in Avatar form before you at earlier times. The instructor avatars speak to you and interact with you as an individual, giving a hybrid experience of group fitness and personal training. You have the feeling of doing this together with other people, while getting almost one-on-one coaching, all while being transported to another place.

The visual and gamification elements, in Cole’s opinion, contribute most to the immersive experience. The FitXR boxing classes, choreographed by a team of instructors from places like Rumble, Equinox and Barry’s Bootcamp in New York are, he says,

“Like taking a class in a Manhattan boxing studio, except that cues are flying towards you on the beat of the music in a virtual environment, so it’s even better than standing in a studio and punching a bag. Many of our customers will tell us they get lost in the experience when they put the headset on. They stop looking at the clock and 30 minutes later are drenched in sweat and feeling fantastic, a feeling they never got doing exercise before.”

From Gamers to Grandmas

FitXR has successfully shifted its customer base from predominantly 18-year-old male gamers to an audience that is now 35-plus and skews female. It serves a broad range of ages and fitness abilities, from the 13-year-old kid who hates exercise to the 65-year-old who has been exercising her whole life but uses FitXR as the most fun part of her existing routine.

This demographic shift has helped the headset companies expand their customer base as well. FitXR invests a lot of time and effort into its relationships with the hardware suppliers. “If you were in London in early April, you would see FitXR billboards and bus shelters that Meta are paying for, because it’s mutually beneficial for them to drive awareness of FitXR and to promote fitness in general as a use case for the underlying hardware.”

Gaming still represents somewhat of a gateway drug for VR fitness, however, and Cole attributes some of FitXR’s success to newer video games that get people moving.

“You’ve gone from gaming on your PlayStation using your thumbs to the most popular game in virtual reality today, which is Beat Saber. Think of Guitar Hero with lightsabers. It’s great. And what many people do is they’ll buy a headset to play Beat Saber, and they’ll be slicing away at these musical cues and having a great time and suddenly realizing that they’re getting a little bit of a workout. And then this sparks the thought in people’s heads about using a headset for fitness, to get a workout. Then they wonder what specific fitness product they could engage with and check out FitXR.”

Cole thinks people’s impressions of what a gamer is have already started to change.

“I think as more and more gamers use virtual reality to game using their entire body, whether it’s lightsabers or running around virtual spaces, I wonder whether you get to this world where e-sport athletes in the future will more closely resemble athletes of today, because they’ll have to be so fit and strong to be able to perform at the highest level in these active virtual reality games. So I think there could be a very interesting crossover point.”

Is This the Answer for the 80%?

Cole feels that many FitXR customers were previously conditioned to think that, because it’s always been something that they’ve struggled to engage with, exercise isn’t for them.

“For those customers, I think this is where we really start to see the impact of the power of immersive fitness. Because you can present fitness in a way that feels easier, that feels more engaging, that has all of the same efficacy as traditional fitness. 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. For a lot of people, it’s just about finding the right movement for you at whatever point in your journey that you’re on.”

At around $10 a month, FitXR, like others in the VR workout space, is extremely affordable. People who don’t already own a Meta Quest II or similar headset, however, need to make the additional hardware investment. Considering the cost to buy high-quality exercise equipment plus a subscription, or the monthly cost to belong to a boutique fitness studio, it’s still a good value.

“We’ve tried to not just serve the 20% who exercise regularly, but also serve the 80%,” Cole said. “We’re ready to serve everyone. With a mission to broaden the amount of people who are exercising, we want it to be priced accordingly.”

The Future

Technology is continuously evolving, and FitXR, whose name contains the acronym for “Extended Reality,” is keeping pace. Said Cole: “We are seeing technology moving from pure virtual reality, or VR, where you’re entirely immersed in a virtual world, to a thing called mixed reality, or MR, where you can start to bring in elements of your surroundings.”

He explained that with mixed reality, you could have a headset on but also see, if you wanted to, some or all of the things in the actual room you are in. This combination of VR and AR enables an experience in which you take your real surroundings and add a visual layer to it that transports you to a different place which, according to Cole, opens up many possibilities from a modality perspective.

“With these mixed reality headsets, you can suddenly bring in the bike, you can see your actual feet, you can see the resistance toggle, you can see the handlebars, and then on the top half, instead of looking down at a screen, everything above the handlebars can be wrapped in a completely virtual environment. So we’re really excited about what this enables us to do. It’s not just bikes we could integrate with, it’s kettlebells, dumbbells, elliptical machines, Pilates reformers, TRX machines, anything.”

He said that his company has no intention of getting into the equipment business, so is having conversations with many different potential hardware partners.

“There are many amazing companies out there for whom we can come along and build virtual reality content that could take this to the next level or just provide additional value for their existing customer base.”

Many Fitness Players Entering the Space

Connected VR Fitness platform Holofit, by Swiss Company Holodia, is another popular VR fitness platform that connects a headset with compatible hardware made by Technogym, WaterRower, StairMaster and others.

Litesport, formerly known as Liteboxer, just added a VR-enable strength training app to its portfolio. The Les Mills BodyCombat VR has a huge following. Win Reality’s VR app that helps improve baseball and softball skills is extremely popular among younger customers. And the roster keeps growing. Many large gym chains are adding virtual workouts using VR headsets to their hybrid workout offerings.

Earlier this year Meta acquired Within, whose VR fitness product Supernatural differs from FitXR in a few key ways, according to Cole.

“Supernatural has real-life instructors represented by video format and a slightly different and narrower range of classes than FitXR. They have one core experience, which is their slicing mode, and then they have a boxing module, which they added on top of that. So we feel like Supernatural is our closest competitor in this space, but we’re going in pretty different directions.”

And then there’s Apple. The Cupertino, California-based behemoth recently announced it will begin selling a mixed reality headset early next year for a cool $3500. Many believe the headset debut will accompany enhanced offerings from

Apple Fitness+ and strengthen the Apple Fitness ecosystem.

As with most new technologies, however, the more options people have, and the more innovation happening, the more people will begin to participate in XR Fitness, offering growth opportunities for the entire industry.

Cole and his team like to say that their competition isn’t other fitness brands, it’s the couch.

“It’s a really hard challenge. But it’s also a really great mission. People in our company, many of whom come from video game backgrounds, get really engaged with this, and they love coming to work, knowing that we’re trying to make the world a better place by giving people more access to fitness and trying to get more people to have a habit around fitness.”

The post The Future of Fitness? FitXR’s Mission To Get People Off the Couch appeared first on Athletech News.

VR fitness has found fans in fitness enthusiasts as well as those who are perhaps exercise-reluctant, and now a new benefit to virtual fitness has emerged regarding post-op recovery.

A new study demonstrates that immersive virtual reality fitness games can aid recovery after colorectal surgery, according to a randomized, single-blind, controlled pilot trial.

While most experts agree that early mobilization post-surgery is imperative for reducing complications and restoring a patient’s ability, the study shows that VR fitness games can be a low-cost modality to promote recovery.

According to the study’s findings, VR fitness games can also positively impact the mood and well-being of post-op patients after conducting an experiment with 62 patients undergoing curative surgery for colorectal cancer. Some patients were placed in a VR fitness group and others were placed in a control group. 

The patients placed in the VR fitness group received daily VR fitness games in addition to routine post-op care and demonstrated an overall mood improvement. The median hospital stay for patients in the VR fitness group was also shorter than patients in the control group, with seven days compared to nine. However, the study says the two-day difference didn’t reach statistical significance. 

Still, researchers are encouraged by the findings of VR intervention in a post-op setting and believe it would be worth further researching VR as an adjunct to physiotherapy when promoting post-surgery mobilization.

VR’s Surging Popularity

VR fitness has emerged as a fun way to get (and stay) active, as seen by the rise of platforms such as WIN Reality, a virtual reality baseball and softball training platform where athletes and fitness enthusiasts can listen to hit music while immersed in a virtual ballpark. 

Quell, which raised $10 million this year in a Series A, has also created an exciting and gamified approach to fitness with its adventurous games. 

As VR provides an engaging way to get people healthy both physically and mentally, three companies could be at the forefront of merging VR with healthcare. 

Apple

Apple recently introduced its mixed-reality headset, the Vision Pro, which will likely continue to advance its health and wellness endeavors. 

The Vision Pro allows users to view digital content overlaid on their environment while providing the ability to interact with content using eye movement, hand gestures and voice commands. As Apple continues to invest in its fitness and wellness offerings on Fitness+ and Apple Watch, the tech giant is widely expected to do the same with its new headset. 

Apple has also made it a point to underscore its commitment to health data privacy, enhancing the likelihood it will push into the health and wellness sector. 

Meta & Supernatural 

VR fitness app Supernatural, which Meta acquired after a drama-filled battle with the FTC, has a bevy of fans, including those who found a love of activity with its immersive games and those who are either preparing for (or recovering from) surgery.

In an official Supernatural community on Facebook, members of the VR app have shared personal experiences, offering advice and encouragement.

One Supernatural member had rotator cuff surgery and was urged by her PT to continue using the VR platform and keep moving as she recovers. Other members who have had lower-body surgeries, such as knee or hip replacements, have successfully used the VR fitness program while sitting in a chair, finding a way to stay active as they recover from their surgeries.

In one moving post that revealed the power of VR on mood, a Supernatural member shared he was diagnosed with pancreatic cancer and started the VR program, initially attracted by the immersive landscapes that would replace going outdoors. While he revealed his prognosis is terminal, he wrote that the joy of movement and exercising has been a positive light in an otherwise dark situation. 

Editor’s note: Meta has its own exciting plans for VR fitness beyond Supernatural. Download Athletech’s Technology & Innovation Outlook report to learn more.

Asensei XR

Asensei, a movement recognition and coaching intelligence provider, recently launched an extension that offers extended reality capabilities, which has the potential to revolutionize the VR and AR landscape for fitness and health developers. 

The extension enables users to use their body as a controller, allowing them to engage in “exergames” that respond to real-time movements while tracking the actions in the virtual environment. Visual feedback is also provided to ensure form and technique. 

Such advancements can be used in the health space, allowing patients to recover while adding guided movement. 

VR in Healthcare & Beyond

In addition to emerging VR headsets and platforms, VR is being used as a tool for surgeons at George Washington University, allowing them to explore the brain of a patient before performing surgery. One study found that VR training improves surgical performance by 230%. 

Cedars-Sinai Hospital has also discovered that VR can reduce pain by 24% and can help women in labor and those suffering from chronic pain. Younger patients, such as sick children, can also benefit from VR games, lessening pain and anxiety. 

As tech, health and fitness continue to mingle, VR fitness and gaming initiatives are primed to become commonplace in healthcare and beyond. 

The post Is VR Fitness the Next Big Thing in Healthcare? appeared first on Athletech News.