In the Time of Coronavirus, Online Fitness Platform Obé Has Its Moment

But even for a brand designed for remote use, some pivoting is required

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Since mid-March, fitness studios and gyms across the country have been forced to shutter their doors as people have had to bring their exercise routines home with them due to Covid-19.

While businesses like Crunch Fitness, Orangetheory Fitness and SoulCycle have pivoted their businesses, other platforms have had a distinct advantage in the stay-at-home shift. Online exercise platform Obé Fitness, brainchild of co-founders and co-chief executives Mark Mullett and Ashley Mills, was well-positioned to weather the ongoing Covid-19 pandemic, but even Obé has had to adapt.




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This story first appeared in the June 8, 2020, issue of Adweek magazine. Click here to subscribe.