Sky enters the fitness market via deal with Fiit
Digital fitness brand Fiit has secured a groundbreaking deal with satellite TV giant, Sky, to make its virtual workout platform available through the subscription-based Sky Q service.
As a result of the deal, consumers will be able to stream Fiit content direct to their TVs, accessing a wide range of classes, including HIIT, combat, strength training, yoga, pilates, mobility flows and breathwork.
Workouts are led by trainers including Adrienne Herbert, Cat Meffan, Corinne Naomi, Gede Foster, Gus Vaz Tostes.
The move will see Sky Q – which is believed to have more than 3.6 million subscribers – become the first UK TV platform to offer an integrated fitness app.
From today, a range of 24 Fiit classes will be available free of charge to all Sky Q customers, with the option to pay to upgrade to the full Fiit service on one of the company's three standard price plans – monthly £20, quarterly £45 and yearly £120.
Sky VIP customers who upgrade to paid-for now will receive a 25 per cent discount, while existing Fiit members will be able to sign into their account on Sky Q.
Fiit joins a range of other apps on the Sky Q box, including, Netflix, Disney+, Spotify, YouTube, YouTube Kids, ROXi, Highbrow and Playworks.
The partnership is the latest example of the rapid growth of the virtual fitness market and how the growth is attracting major, non-fitness players to move into the market.
Fraser Stirling, group chief product officer for Sky said: "This is just the first fitness experience to come to the platform, reflecting how important Sky Q is to home life.
"TV is now about much more than our favourite show or movie, it’s how we listen to music, it’s about education, gaming, health and wellbeing and much more."
Stirling's comments indicate that Sky may be open to approaches from other virtual content providers.
According to Fiit CEO, Daniel Shellard, digital fitness is in line for exponential growth, with Fiit aiming to be "the world's most accessible digital fitness platform."
He said: “Driven by interactive experiences and consumers constantly evolving fitness habits, it’s predicted that the fitness streaming market will grow exponentially over the coming year, with audience sizes comparable to that of entertainment streaming."
Fiit was founded in 2017 by a team of ex-Google employees and Qubit founders, with the aim of providing a credible alternative to gyms and studios, although the pivot of gym operators to digital has seen it collaborating with operators such as The Gym Group.
Fiit uses a mobile app to connect a chest strap worn by the user to their TV, creating a live connection to on-screen fitness instructors and allowing real-time performance monitoring.
Find out more here.
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