There’s Never Been a Better Time to Work Out Online

Adriana Lima photographed by Charlotte Wales; styled by Katie Grand.

Online-only creators like Melissa Wood-Tepperberg are expanding their on-demand class offerings and bulking up their instructor rosters. Forma Pilates, the referral-only studio beloved by the likes of Hailey Bieber and Kendall Jenner, is making its core-sculpting classes available to all through slickly produced video content.

CEO of Lululemon Digital Fitness Mike Aragon looked at the hard data: “Post-pandemic, we saw people going back to gyms and attendance up by 10 percent versus pre-pandemic levels—at the same time, 60 percent of people wanted a digital or at-home option, too,” he said. Those numbers informed the company’s hybrid approach to Studio: in addition to the digital offering, members can take discounted in-person classes at eight partner studios like Rumble, Pure Barre, and Dogpound .

According to Natalie Kuhn, co-CEO of The Class and an instructor herself, the demand has only grown as time goes on. “In a post-pandemic world the mental health crisis is unfortunately intensifying, and practices like The Class and the mindful movement offerings that we share on our platform address both the physical and the mental health of our students,” she said. “I think that's only going to be more essential as we navigate continuously volatile times.

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