Wellness Newsletter: ‘Spotify of Fitness’ Aaptiv Takes Its Audio Workouts Global
Photo Credit: A woman is shown at the gym with headphones. Aaptiv, an on-demand audio fitness app, recently announce that it's expanding globally to 20 countries. Unsplash / @modan255
Skift Take
Exercise, yoga, and meditation are surging in popularity, but consumers are as time-crunched as ever. It’s no wonder that the audio-based fitness brand Aaptiv (yes, there’s an app for that) has taken off.
In a way, meeting up with friends to take a workout class followed by a trip to a matcha cafe has become the new bar scene, much to the alcohol industry’s chagrin. This is especially true as fewer millennials drink, compared to their parents or older siblings. Mix in a desire among millennials for self-improvement and self-care, and it's easy to see why business is booming for ClassPass and boutique fitness studios.
Still, there are nights when you work late, can't bring yourself to leave the house, or just want a solo exercise session. That’s where Aaptiv comes in. Aaptiv is an on-demand audio fitness app that’s had big success since launching three years ago. The company is now going global, spreading to 20 countries, with localized editions becoming available in 2019.
It’s not a war of audio versus visual. Just as podcasts can coexist with Netflix, audio-led workouts can thrive alongside screen-based brands (we’re looking at you, Peloton). What will challenge the com
