Obé is ‘eventizing’ its fitness classes to retain customers

October 15, 2020 by Glossy

As customers adjust to month eight of Covid-19 living, companies set up for virtual living pre-pandemic know that they can’t rest on their laurels.

Like Peloton and Mirror, Obé, which launched in March 2018, bet on the concept that pricey, boutique fitness could be done at home. Obé’s dancing, boxing, pilates classes are convenient, plus the company’s monthly subscription is $27 versus the standard $35-plus prices of a single class at Barry’s Bootcamp or SoulCycle. Though Obé saw membership increases of 80% month-over-month between March and May because of coronavirus (which has leveled to 30% month-over-month growth since), the fitness company has been intent on not being a victim of Zoom fatigue.

Since March competition for virtual mindshare has increased: Barry’s, SLT and Mindbody are a few of the fitness companies that have unlocked virtual class offerings, after previously offering in-person classes exclusively. And cross the beauty and lifestyle space, companies like Blushington, Armani Beauty and Violet Grey are trying to elevate the Zoom experience.

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