![]() ![]() In ‘normal’ times, those likely to use a fitness app are the busy bees or people who simply cannot get to a gym due to distance or conflicting commitments. Though fitness apps were not created for lockdowns, this logic still applies. Beyond the traditional breakfast/lunch/dinner, exercise is what seems to be giving our days the semblance of routine that even the flightiest of us long for amid what Naomi Fry calls this ‘shapeless reality’. ![]() In lockdown, we’re all clutching at whatever structure and routine we can get. Fiit’s studio aesthetic, camera work and soundscape hit the nail on the head – it definitely feels more Equinox than it does school gym hall. ![]() Both the interface and the video content must look the part, and make the workout feel like a level up from what you could do alone in your living room. For a stay-at-home gymer to forgo the thousands of free videos on YouTube and pay money for an app subscription, it’s got feel worth it. Here’s what I think other brands can learn from the platform (lockdown or not), and why I’m a self-confessed Fiit fangirl (for now, at least). When my gym shut and I felt the need to put muscle over matter in the face of lockdown, I tried out various online workouts and plans, but it wasn’t until I downloaded Fiit that it all clicked. I’ve had my eye on virtual fitness for a while, but it wasn’t until last week that I took the plunge and signed up to Fiit, after being targeted by it for months. ![]()
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