Two staples of Los Angeles culture are being stifled by the outbreak of the coronavirus: fitness and film. Los Angeles Mayor Eric Garcettiall movie theaters and gyms to close to prevent the spread of the virus, along with bars, restaurants and cafes, which can only continue takeout and delivery service.
Equinox Media recently rolled out a fitness platform called Variis to give on-demand access to brands Equinox, SoulCycle, PURE Yoga, Precision Run, Myodetox and HeadStrong . And for those missing their SoulCycle bikes, the company is selling an at-home SoulCycle bike for $2,500, powered by Variis, with a monthly membership of $40.
The exclusive gym used by Justin Bieber and Taylor Swift, Dogpound, is offering FaceTime sessions and individualized at-home programming for its New York and L.A. clients, plus trainers are posting workouts for anyone at home. Barry's closed in the U.S., Canada and Europe on Sunday "in a proactive effort to help prevent the spread of COVID-19." The bootcamp brand is rolling out free Instagram TV workouts twice a day beginning Tuesday at 9 a.m. "We are committed to keeping our community safe, healthy, and strong during this difficult time," reads a statement from the company.
Others are still figuring out the best way forward. Training Mate, which has clients including Selena Gomez and Lucy Hale, is in the process of launching a streaming workout after being hit hard with no attendance. Costing $99 for nonmembers to join, it will launch Tuesday with prerecorded content and next week with live classes. The founders are forgoing their salary and paying trainers 75 percent of their normal pay to make ends meet.
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