As the dust settles in the post-pandemic landscape, the fitness industry is witnessing a significant shift. Connected fitness companies, once riding the high tide of consumer demand during lockdowns, are now recalibrating their strategies. A recent article highlighted this trend, showcasing how Form, a connected fitness brand known for its strength training solutions, is partnering with The Climber, a stepper-category cardio equipment provider, to target the B2B market.

The B2B Opportunity

With COVID-19 restrictions easing and people returning to gyms and studios, the consumer market for home fitness equipment is experiencing a slowdown. This has led to layoffs and a strategic pivot towards the B2B sector, where opportunities in corporate wellness, hotels, and residential living spaces are burgeoning. Peloton’s partnership with Hilton is a testament to the potential of this market.

Challenges in the Transition

However, the transition from B2C to B2B is not without its challenges. Connected fitness companies without prior B2B experience may struggle to navigate the complexities of this new terrain. The sales process in B2B is fundamentally different, requiring a deep understanding of longer sales cycles, relationship building, and a tailored approach to diverse corporate needs.

The Role of Distributors

Distributors like GymTech Fitness could play a pivotal role in bridging the gap for these connected fitness brands. With their established networks and expertise in B2B sales, distributors can offer comprehensive solutions, from flooring and design to equipment selection, that cater to the specific needs of each client.

Considerations for B2B Success

Connected fitness brands must consider various factors when entering the B2B space, such as ADA compliance, diversity, equity, and inclusion in content, and the sustainability of production materials. Additionally, the fitness amenities in corporate or residential settings are often secondary to the primary function of the space, requiring a more integrated and vendor-consolidated approach.

Strategic Partnerships and Future Growth

As the industry evolves, strategic partnerships between distributors and connected fitness brands could lead to mutually beneficial outcomes. The ability to offer bundled subscriptions and upfront payment models aligns with the financial planning of B2B clients, differing from the month-to-month consumer model. Distributors are well-positioned to leverage their knowledge of fiscal cycles and procurement processes to facilitate these partnerships.

Shifting Dynamics: Connected Fitness Brands Pivot to B2B