Online Fitness Deep Dive 2021


After last year’s explosive growth, what does the online fitness landscape look like now? Our Online Fitness Deep Dive 2021 updates and expands on our Online Fitness Deep Dive 2020 report, with trended data for many measures, including brand engagement and performance.

With the pandemic continuing to disrupt lives and businesses, consumers have had 18+ months (and counting) to develop new fitness routines. The big question now is what the relationship is and will be between online fitness and in-person gyms. Likewise, after more than a year of exploring options, which consumers have stuck with online fitness, and what role does it play in their routines?

Finally, who is winning and who is falling behind in this crowded space? With brand-level engagement and performance metrics, we paint a detailed portrait of the current state of the online fitness market.

Key topic areas:

  • Who continues to use online fitness resources? We will profile current users and compare them to last year’s data to see who has lapsed out of the category.
  • Changes in consumers’ online fitness usage routines, preferences, and barriers.
  • Changes in consumers’ usage of in-person fitness facilities, and what they miss from pre-pandemic.
  • Awareness, engagement, and performance metrics for brands across the online fitness space, including trended data for many brands.

Brands included:

Peloton, SoulCycle, NordicTrack iFit, Nike Training/Running Club, Beachbody On Demand, Apple Fitness+, Strava, Daily Burn, Obé, My Fitness Pal, PopSugar, Yoga Studio, Barry’s at Home, Orangetheory at Home, Zwift, Tonal, Tempo, Mindbody, ClassPass, and many more.


  • Quantitative online survey
  • Fitness-engaged U.S. adults 18+
  • n=1,250 current online fitness users
  • n=250 lapsed online fitness users
  • n=250 non-users
  • Nationally representative sample

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