Fitness Brands Are Offering 'At-Home' Workouts for Free to Reach Quarantined Consumers

Crunch, Equinox and Orangetheory adapt their marketing efforts

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As the coronavirus has forced people indoors, fitness brands are trying to keep the sweat flowing, even if doors to their gyms are closed.

Both traditional and boutique studio fitness brands have turned to streaming platforms to shift their audiences away from the squat rack and toward their televisions and laptops. Although it isn’t enough to replace the lost revenue, workout platforms have kept maintaining their brands top of mind during the crisis.

Orangetheory Fitness, an interval training workout studio with franchises nationwide, announced on March 16 that it would be closing its studios.

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This story first appeared in the April 6, 2020, issue of Adweek magazine. Click here to subscribe.